Marketing mix of Cadbury (4Ps of Cadbury)
This detailed analysis of the marketing mix of Cadbury (4Ps of Cadbury) explores the company’s strategies and techniques to reach out to its customers. Cadbury is a British multinational company, headquartered at Uxbridge in London. It is one of the largest confectionary companies in the world.
Cadbury has a long and rich history of creating delicious chocolate treats. However, its enormous success is not just due to its tasty products, but also due to its effective marketing strategies. Its marketing activities have indeed been instrumental in establishing the brand as a household name around the world.
Product strategies of Cadbury
Cadbury is famous for its high-quality products. In fact, it has a large range of products which include chocolates, biscuits, ice cream, beverages, bars, and desserts. Its products come under different brand names such as crunchie, fingers, Dairy Milk, Boost, Roses, Bournville, Flake, Fudge, Twirl, Wispa, Milk Tray, Roundie etc. (Cadbury, 2023).
Dairy Milk is the most popular product. In 2021, approximately 22.7 million people in the United Kingdom consumed one of these bars (Statista, 2023). This is indeed a great number that speaks volumes.
Using different brand names for different products is a useful strategy. Particularly when a brand is affected, others are unlikely to be affected or have less negative impact. It is worth mentioning that Cadbury has urged UK customers to buy chocolates from local chocolatiers rather than buying Cadbury chocolates as part of its campaign to support local chocolatiers across the UK (Rodger, 2021).
Cadbury has managed to keep its products fresh and exciting by regularly introducing new flavors and varieties. For instance, it has recently launched its first range of non-HFSS (high in fat, salt, or sugar) treats with four new products under Cadbury Dairy Milk Fruitier & Nuttier (Jones, 2023).
Pricing strategies of Cadbury
Pricing is a key element in this marketing mix of Cadbury (4Ps of Cadbury). Cadbury products are of high quality, and this is reflected in its premium pricing policy. However, it uses different pricing strategies to target different segments of customers. For some of its products such as Cadbury Silk and Bournville, it uses the price skimming strategy whereby a higher price is charged.
Cadbury Dairy Milk is produced in different sizes; therefore, it is priced economically in order to attract different customer segments. Some of the mini chocolate packs are also sold at a slightly lower price.
The company also sells products as bundles and gift packs during the festive season. The packs are decorated in line with the festivities and customers could purchase a multiple number of products at a lower price than purchasing them each individually. This increases the sales of the products during the festive seasons.
Place/Distribution strategies of Cadbury
Cadbury has an intensive distribution system. Its products are available everywhere – from newsagents and corner shops to convenience stores and supermarkets. They are available in many countries and the company caters to a large customer base.
Some of the Cadbury products are available even in remote areas. Customers can also purchase most products from many online retailers. This online presence has allowed Cadbury to reach a wider audience and make its products more accessible to consumers.
Promotion strategies of Cadbury
Promotion is a also key element in this marketing mix of Cadbury (4Ps of Cadbury). Cadbury uses different marketing slogans for different products. It uses Television, social media, radio, and print media to promote its products. It aims to gain more customers by showing them how chocolates can bring happiness into their lives.
Social media has become an integral part of modern marketing strategies, and Cadbury is no exception. It has a strong presence on social media platforms such as Facebook, Twitter, YouTube, and Instagram.
Cadbury uses social media to engage with its audience, share new product launches and promotions, and even run competitions. This has helped it create a sense of community around the brand and keep consumers engaged.
Cadbury through ‘The Cadbury Foundation’ invested £10 million over the last 15 years supporting local communities across the UK and Ireland (Cadbury, 2023). This CSR exercise is useful to enhance the brand image further.
Cadbury spends a massive amount of money on advertising. Some of its ads won numerous awards. However, some others were controversial. For instance, a poster and television advert created in Ghana for Dairy Milk was accused of racism in the past. The company also apologized to celebrity Naomi Campbell over an ad that many campaigners branded as racist.
Summary of marketing mix of Cadbury (4Ps of Cadbury)
To sum up, Cadbury’s marketing mix activities have been instrumental in establishing the brand as a household name around the world. Its product strategies, pricing strategies, distribution strategies, use of social media, innovative marketing strategies, and CSR activities have all played a role in its success.
However, some of Cadbury’s marketing mix activities have faced challenges. Therefore, it needs to continue to innovate to stay ahead of the competition. Likewise, it needs to ensure that its activities are not controversial.
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Last update: 01 April 2023
Cadbury (2023) Our products, available at: https://www.cadbury.co.uk/products (accessed 01 April 2023)
Jones, G. (2023) Cadbury launches first range of non-HFSS chocolate, available at: https://www.foodbev.com/news/cadbury-launches-first-range-of-non-hfss-chocolate/ (accessed 01 April 2023)
Rodger, J. (2021) Cadbury issues urgent warning to all customers over buying its chocolate, available at: https://www.birminghammail.co.uk/whats-on/food-drink-news/cadbury-issues-urgent-warning-customers-20540638 (accessed 01 April 2023)
Statista (2023) Leading Cadbury products in Great Britain, by number of users, available at: https://www.statista.com/statistics/312031/cadbury-leading-products-in-the-uk/ (accessed 01 April 2023)
Author: M Rahman
M Rahman writes extensively online and offline with an emphasis on business management, marketing, and tourism. He is a lecturer in Management and Marketing. He holds an MSc in Tourism & Hospitality from the University of Sunderland. Also, graduated from Leeds Metropolitan University with a BA in Business & Management Studies and completed a DTLLS (Diploma in Teaching in the Life-Long Learning Sector) from London South Bank University.