D1
Introduction
In this report I will evaluate and justify the use of an appropriate promotional mix with
respect to marketing objectives for the selected organisation.
Cadbury
Cadbury is a British multinational confectionery company wholly owned by American
company Mondelez International (originally Kraft Foods) since 2010.It is the second
largest confectionery brand in the world after Wrigley’s. Cadbury is headquartered in
Uxbridge,Greater London and operates in more than fifty countries worldwide.
Cadbury was established in Birmingham, England in 1824, by John Cadbury who
sold tea, coffee and drinking chocolate. Cadbury developed the business with his
brother Benjamin, followed by his sons Richard and George.
Promotional mix
The promotional mix is the techniques firms will use in order to be able to
communicate their messages to their target market. There are six elements to
promotional mix, which consists of; advertising, personal selling, sales promotions,
public relations, direct marketing and sponsorship.
Cadbury marketing objectives:
Short term-
●To position itself as an all-time favourite chocolate for all groups of people
irrespective of age, gender and class.
● To make the sweets affordable with several variants.
Long term-
● Increasing the sales profit of Cadbury Dairy Milk
● Positioning the Cadbury Dairy Milk as an alternative for traditional Indian
sweets in order to grasp the rich tradition of Indian people linked with
desserts.
● Retaining the market share throughout the years by product innovation in the
areas of product development and packaging.
Advertising
Cadbury uses advertising to help increase the sales of Cadbury products and to
target wider audience. Without a doubt Cadbury has relied heavily on TV advertising
for its advertisements, and it is easy to see why as television is by far the most
popular entertainment medium around the world. The huge advantage of TV
advertising is the wide audience it reaches. Another big advantage of TV advertising
is how it offers the greatest possibility for creative advertising. An example of this
would be when Cadbury said its multi-media “Gorilla” advertising campaign had
helped increase sales of its core Dairy Milk chocolate brand in the UK by about 8 per
cent since its launch at the end of August.
1
Introduction
In this report I will evaluate and justify the use of an appropriate promotional mix with
respect to marketing objectives for the selected organisation.
Cadbury
Cadbury is a British multinational confectionery company wholly owned by American
company Mondelez International (originally Kraft Foods) since 2010.It is the second
largest confectionery brand in the world after Wrigley’s. Cadbury is headquartered in
Uxbridge,Greater London and operates in more than fifty countries worldwide.
Cadbury was established in Birmingham, England in 1824, by John Cadbury who
sold tea, coffee and drinking chocolate. Cadbury developed the business with his
brother Benjamin, followed by his sons Richard and George.
Promotional mix
The promotional mix is the techniques firms will use in order to be able to
communicate their messages to their target market. There are six elements to
promotional mix, which consists of; advertising, personal selling, sales promotions,
public relations, direct marketing and sponsorship.
Cadbury marketing objectives:
Short term-
●To position itself as an all-time favourite chocolate for all groups of people
irrespective of age, gender and class.
● To make the sweets affordable with several variants.
Long term-
● Increasing the sales profit of Cadbury Dairy Milk
● Positioning the Cadbury Dairy Milk as an alternative for traditional Indian
sweets in order to grasp the rich tradition of Indian people linked with
desserts.
● Retaining the market share throughout the years by product innovation in the
areas of product development and packaging.
Advertising
Cadbury uses advertising to help increase the sales of Cadbury products and to
target wider audience. Without a doubt Cadbury has relied heavily on TV advertising
for its advertisements, and it is easy to see why as television is by far the most
popular entertainment medium around the world. The huge advantage of TV
advertising is the wide audience it reaches. Another big advantage of TV advertising
is how it offers the greatest possibility for creative advertising. An example of this
would be when Cadbury said its multi-media “Gorilla” advertising campaign had
helped increase sales of its core Dairy Milk chocolate brand in the UK by about 8 per
cent since its launch at the end of August.
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