Shibina Alexandra

Facts and Figures

Marketing mix: Product

Marketing mix: Price

Marketing mix: Place

Marketing mix: Promotion

What is Cadbury? Facts and Figures

THE CADBURY John Cadbury decided to start producing on a commercial scale

1831 1st milk

chocolate

1st heart shaped box

Bank Holidays

2nd largest candy and chocolate company

with dried skimmed milk powder during

WWII

opened cocoa and drinking chocolate shop 1824 JOHN CADBURY

current subsidiary of

Product

Bags and Boxes Beverages Bars

350 million chocolate bars are sold every year

3rd best selling chocolate brand 2015 *

* top10for.com TOP10 Best Selling Brands in the World 2015

Price

$0.80 $3.73 $11.00 $16.44

1 bar (49 g)

1 pack (3 bars)

1 pack (12 bars)

1 bar (360 g)

$8.00 $11.00

Price range of Cadbury’s products in US Dollars, 2015 *

* amazon.com 2015

Bags and Boxes Beverages Bars

Higher price – better quality

Place

Distribution into as many retail shops and outlets as possible: • Supermarkets • Corner shops • Railway stations • Duty Free shops • Specialized candy stores • CADBURY WORLD

Intensive distribution

FMCG strategies

Max effort at the Point-of-Sale

Impulse purchase Excitement generator

Characteristics of confectionery distribution philosophy:

Promotion

Expandable consumption

Wide range of occasions

Emotional purchase

Sold, not bought

What is needed to know about confectionery products:

Promotional activities: • TV advertisements • Printed media • Online games on the website • Cadbury joy maker • Sponsorships • Product placement • CADBURY WORLD

*

* www.mwtr.com/market-research; Market research on confectionery market, 2015

•1st milk chocolate producer from 1824

•3rd best selling confectionery brand of 2015

To sum up

• Nearly 1 million chocolate bars sold every day

• Wide range of products starting from $0.80 per bar

• Present in more than 200 countries

• Attracts customers’ attention by creative marketing tools

Thank you for your attention