Marketing-Cadbury’s

Definition Of Marketing

Most people think that marketing is only about the advertising and/or personal selling of goods and services. Advertising and selling, however are just two of the many marketing activities.

In general, marketing activities are all those associated with identifying the particular wants and needs of a target market of customers, and then going about satisfying those customers better than the competitors. This involves doing market research on customers, analyzing their needs, and then making strategic decisions about product design, pricing, promotion and distribution.

Marketing Orientated

My research is on the company Cadbury’s that makes chocolate. The company does put the customers first making them marketing orientated but mainly to younger customers by making their products affordable and appealing to children.

Cadbury’s research on what types of chocolate they can make to satisfy their customers resulting in a company with multiple products from a standard chocolate bar to Easter eggs and ice cream to cakes targeting a wide range of customer needs in food products.

Principles Of Marketing

Cadbury’s Follows the principles of marketing in providing the needs of the customer such as customer satisfaction and customer future needs, the needs of the organisation such as products and markets and the influence of the market such as their competitors and legal factors.

Needs Of The Customer

Customer satisfaction Customer perception Customer future needs

Market research Organisation image Forecasting

Needs Of The Organisation

Income and/or profit

Stakeholder satisfaction

Marketing Priciples Satisfactory growth

Products and markets

Co-ordinated marketing

policy

Efficiency

Competitors Legal fators PEST factors

Who and what they are statute law and trade awareness of changing

agreements environment

Influence Of The Market

The first step in developing a marketing strategy is to understand your customers, enabling reaction to their changing needs and the changing dynamics of the market. We must conduct several stages of in-depth customer research and investigation of the Cadbury’s brand. The research involving both quantitative and qualitative research methods.

This research tells us a lot about how Cadbury’s is perceived and about trends that are taking place in the snack market. We also do research into the local area, into the general market environment, and into specific areas of business, children for example. We also have to have a thorough understanding of our competition.

A useful way to gaining knowledge of all aspects of the competition is the examination of the four Ps of the marketing mix: Price, Promotion, Place, Product.

• Competitive Pricing: Being in touch with the pricing of competitors allows to price products correctly, balancing quality with value.

• Competitive Promotion: Before communicating with customers you must be aware of what the competitors are communicating to create a beneficial difference between them and us.

• Competitive Place: Distribution is key to any retailer or brand.

• Competitive Product: Expanding products for sale.

Snack Market Overview

The UK has one of the largest confectionery markets in the world, with per capita consumption estimated at 14 kg per person, per capita, per annum. Key Note estimates that the retail