The Cadbury marketing mix with help of Cadbury products, pricing strategy, distribution strategy in both urban and rural areas, constant marketing campaigns and a diverse range of innovative ideas and marketing tactics has been successful in forming a worthy customer base in the target market.
A comprehensive marketing mix framework has helped the second largest confectionery brand in the world to create different marketing strategies to triumph over the nearest competitor Nestle as well as Mars and Ferrero.
Table of Contents
Introduction to Cadbury
- Origin Country: United Kingdom
- Founder: John Cadbury
- Founded: 1824
- Headquarters: Uxbridge Business Park, Greater London, England
- Employees in 2023: 50,000
- Parent Company: Mondelez International (originally Kraft Foods)
The British company Cadbury is the second-largest confectionery brand in the world. The owner Mondelez International (Kraft Foods) has made the chocolate brand a household name that is synonymous with a sweet tooth and customer satisfaction in the chocolate industry.
The Cadbury company started its journey selling drinking chocolate, coffee and tea and later expanded to include the production of cocoa beans and chocolate bars. With time the Cadbury brand has become one of the most popular brands in the chocolate industry.
Founded by John Cadbury the chocolate brand was named “Britain’s Most Successful Exports” by The Daily Telegraph in 2013. The Cadbury House received the first Royal Warrant in 1854 from Queen Victoria and Queen Elizabeth II from 1955 -2022.
Cadbury’s Target Customer: Cadbury Marketing Strategy
The Cadbury marketing mix and different marketing strategies have targeted chocolate lovers all over the world as its target customers. The second largest confectionery brand has been able to surpass its nearest competitor Nestle and other brands only because of out-of-the-world Cadbury products that cater to the sweet tooth of its customer base.
Cadbury targets different market segments from connoisseurs to enthusiasts on the lookout for a diverse range of delicious treats like Cadbury Dairy Milk Silk, Chocolate Bar, Tasty Treat, Cadbury Temptations and Cadbury Eclairs etc.
The target audience of the chocolate brand is not restricted to any age group or gender as Cadbury products are loved by everyone from children to teenagers, to adults and older people.
The Rise of Cadbury House in India
Cadbury India started its journey in India in 1948 by importing chocolates and currently operates in five market segments biscuits, beverages, chocolate confectionery, candy and gum.
The product portfolio of Cadbury India includes Cadbury Shots, Chocolate Bars, Bubbaloo, Gems, Celebrations, Cadbury Bournvita, Eclairs, Classic Dairy Milk Chocolates, Perk, Cadbury Temptations, Dairy Milk Fruit & Nut, Bournville, Cadbury Dairy Milk Silk, Oreo, Tang, Bilkul and Halls.
The best-selling Cadbury products from Cadbury India are
- CADBURY SILK OREO CHOCOLATE BARS
- CADBURY BOOST STICK ICE CREAM
- CADBURY CHOCOLATE BARS HOME TREATS
- CADBURY ICE CREAMS DAIRY MILK CHOC TOPS
- CLASSIC DAIRY MILK CHOCOLATES
- CADBURY CARAMEL GIFT BOX
- KWALITY WALLS CORNETTO OREO (in partnership with Hindustan Unilever Limited)
Cadbury India with a market share of 70% has become the leader in the chocolate confectionery world. With a focus on experiential marketing, the chocolate brand Cadbury India opened “The Purple Room” and offers a premium experience by selling 28 chocolate designs.
Cadbury’s Marketing Strategy and Marketing Mix of Cadbury (4Ps)
Cadbury’s Marketing Strategy and Marketing Mix of Cadbury (4Ps) has been up to the mark for the chocolate company as it has led to the growth and success of the brand and the achievement of its business goals.
It is a fact that a well-crafted and comprehensive marketing mix is the reason why the Cadbury brand has managed to create an irresistible product portfolio, point-blank pricing strategy, convenient distribution channels and top-notch marketing campaigns.
Every element in the Cadbury marketing strategy emphasizes the brand’s intention of taking the brand identity to its heights with innovative ideas and making sure the customer base is happy with all 4Ps products, price, place and promotion in the target market.
Product Mix of Cadbury Marketing Strategy
The Cadbury marketing strategy has made sure to create a comprehensive marketing mix that focuses on creating a wide range of product portfolios that will be loved by one and all. Innovative ideas behind the Cadbury items, ground-breaking flavours and new products have made Cadbury company a renowned name in the chocolate industry.
Although the Cadbury business started with cocoa beans the Cadbury company gained popularity when Cadbury Dairy Milk released in 1905. The recipe contained a higher milk proportion and soon enough managed to leave behind similar products in terms of popularity and sales. By 1914 Cadbury chocolate was the best-selling Cadbury product in the chocolate industry.
If you want to know how cocoa beans essence helped create a chocolate empire then look no further than the Cadbury marketing mix as it details the Cadbury marketing strategy linked to its product portfolio.
Cadbury Products in the Marketing Mix of Cadbury
The marketing mix of Cadbury products includes several chocolate brands that are an integral part of the Cadbury company and a diverse range of Cadbury items the brands are selling. Cadbury claims to the selling of Cadbury products as per the demand, festive occasions, seasons and sales of a specific demographic region.
The product offerings in the marketing mix of Cadbury include beverages like Cadbury Bournvita which is Cadbury India’s bestseller product. Cadbury India has also segregated into biscuits and ice creams along with the chocolate bar, block, drinking chocolate, Easter, Lollies & Confectionery, baking, boxed chocolate, twist-wrapped chocolates, selection boxes etc.
Cadbury claims to have divided the Cadbury items in terms of flavour like dark, white and milk chocolate and based on diet and nutrition into Halal and Allergens.
Notable Cadbury introductions are Cocoa Essence in 1866, Easter Eggs in 1875, Cadbury Dairy milk released in 1905, Cadbury Dairy Milk Fruit & Nut in 1926, Twirl in 1987, Dairy Milk Silk in 2009, Dairy Milk Bliss in 2010, Bubbly in 2014, Cadbury Silk Oreo in 2016 and the latest Cadbury Plant Bar in 2021.
The best-selling products from the Cadbury brand in the chocolate industry are
- CADBURY DAIRY MILK SILK CHOCOLATE BARS
- CADBURY SILK OREO
- DAIRY MILK FRUIT & NUT
- CLASSIC DAIRY MILK CADBURY CHOCOLATE
Price: Cadbury Marketing Strategy
Cadbury’s marketing strategy and marketing mix of Cadbury has been quite forthcoming in creating a framework where the pricing strategy reflects the value of the product in terms of its uniqueness and taste. Cadbury India along with Brazil, UK, Germany and Russia have shown strong results because of Cadbury products especially Dairy Milk chocolates which are a winner in most of the nooks and corners of the world.
The distinct advantage that the company has over its competitors is because of its price strategy which has found favour with the masses. Cadbury India’s revenues in the year 2021 were reported at 1.2 billion USD and that was a huge plus for the parent company whose target is to reach 2 billion USD for Cadbury India by the year 2030.
Pricing Strategy: Cadbury Marketing Mix
The chocolate brand Cadbury for all its demographic segments for instance Cadbury India or the UK or Russia realizes the importance of a good pricing strategy for selling chocolate and increasing its customer base.
The Cadbury marketing mix has adopted several pricing strategies based on consumer demand, Cadbury product size, packages, market competitiveness and production costs of Cadbury products.
The pricing options in the Cadbury marketing strategy include
Premium Pricing Strategy
The Cadbury marketing strategy for luxurious and premium Cadbury products for all demographic segments like Cadbury India has been to adopt a premium pricing strategy. The Cadbury claims on the luxury offerings are true as it offers luxury experiences on Cadbury products like Temptations and Bournville. Premium prices for these products are justified in the market as the company has managed to increase its customer base in such product categories over the years.
Affordable Price Strategy
The Cadbury marketing strategy for its primary Cadbury product range is to adopt an affordable price policy. Selling chocolate is no easy matter when the competition is fierce hence the Cadbury brand has made sure to keep the product prices competitive and affordable to maintain and increase the customer base.
The Cadbury marketing strategy takes the help of bundling pricing at specific times like holidays and festivals to increase Cadbury product sales.
Place: Cadbury Marketing Strategy
Cadbury’s marketing mix has considered the vision of the founder John Cadbury to create a place strategy that is focused on the global recognition of the brand name amongst chocolate lovers all over the world. The different marketing strategies have made it possible to spread its operations to target markets in 50+ countries.
The Cadbury marketing strategy in the marketing mix of Cadbury has designed a global distribution strategy that comprises several distribution channels to ensure all the products reach the end customers expediently.
The Cadbury company has been divided into primary markets like Cadbury India, Cadbury Canada, Cadbury Australia etc. The production facilities in several countries like India, Poland and UK and a vast distribution network in all the regions have made it possible for the parent company to extend its product presence to both urban and rural areas of all the regions.
Place and Distribution Strategy: Marketing Mix of Cadbury
The place and distribution strategy in the marketing mix of Cadbury focuses on distribution channels and supply chains that will help to supply the goods to the end customers.
The distribution strategy focuses on the following channels
Wholesalers & Distributors
Wholesalers have been the best distribution channel for the brand as they are an important part of the supply chain. The distribution strategy in the marketing mix of Cadbury relies on wholesalers and distributors a great deal as they are the ones who help the Cadbury product reach retail outlets safely
The distribution strategy in the marketing mix of Cadbury focuses on the most important distribution channel retail outlets. This distribution channel helps the brands like Cadbury India to sell Cadbury chocolate through grocery stores, corner shops, supermarkets, hypermarkets, petrol pumps etc.
Another important distribution channel in the marketing mix of Cadbury is the company website or other online shopping platforms. Online sales are the demand of the day as more and more customers are ordering online. Online sales volume has been on an increase for Cadbury India which has seen a huge growth in its sales figures.
Another distribution channel in the Cadbury marketing mix is the company-owned stores located in both urban and rural areas of most countries. Direct sales through these stores and vending machines have turned quite profitable for the brand.
Promotion Mix of Cadbury Marketing Strategy
The Cadbury marketing mix has used an aggressive Cadbury promotion policy that involves a constant marketing campaign, direct marketing campaign, personal selling and digital marketing campaign to maintain its brand identity and customer base. It faces stiff competition in the market and realizes how important marketing campaigns can prove in the Cadbury promotion.
The Cadbury promotion and marketing campaign in Cadbury marketing strategy include the following
Traditional Media Marketing Campaign
The Cadbury marketing mix has used the tried and tested traditional media for the constant marketing campaign of its products. The brand has created some of the best ad campaigns like “Kuch Meetha Ho Jaaye” for its products to connect with the customers. These ads are shown through radio, television channels, newspapers, magazines, hoardings, billboards and posters etc.
Social Media Platforms
Cadbury India likes to post videos and images of the chocolates and introduce new products and contests to keep the marketing campaign alive and kicking. The brand makes sure to interact with its customers and answer the messages as interactive initiatives like YouTube Cadbury India will lead to an increase in the customer base
The marketing mix of Cadbury uses PR activities for instance sponsored events like music festivals to boost the brand image of the company and establish direct contact with the customers
The brand offers coupons and discounts to increase the customer base as part of the sales promotion marketing strategy. The marketing campaign called “Win a Vacation to Cadbury World” and “Buy One, Get One Free” are prime examples
Marketing Campaigns that helped Cadbury India to become a part of Indian audiences’ celebrations
Kuch Meetha Ho Jaaye
The marketing campaign called “Kuch Meetha Ho Jaaye” is one of the most memorable ads from the company that every Indian household could relate to. It gained huge popularity amongst the masses
Kuchh Khas He Zindagi Mein
Launched in the 1990s, the marketing campaign “Kuchh Khas He Zindagi Mein” was a huge success story for the company
How Far Will You Go For Love
The ad campaign “How Far Will You Go For Love” targets the millennials for Valentine’s Day celebrations
Pain Points: Cadbury India
The Pain Points: Cadbury India are
- Work on digital presence more
- Create a website with its domain name
Key Takeaways in Cadbury Marketing Mix
The key takeaways from the Cadbury marketing mix are as follows
- Focus on product innovation and excellence
- Keep an eye on the product prices of competitors and make suitable and timely changes
- Focus on promotional activities
Also Read about Marketing Mix
Liked this post? Check out the complete series on Marketing Mix