Marketing mix of Cadbury (4Ps of Cadbury)
This analysis of the marketing mix of Cadbury (4Ps of Cadbury) explores the company’s strategies and techniques to send an integrated message 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.
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 name such as crunchie, fingers, Dairy Milk, Boost, Roses, Bournville, Flake, Fudge, Twirl, Wispa, Milk Tray, Roundie etc. (Cadbury, 2021). Dairy Milk is the most popular product. In 2020, approximately 23.9 million people in the United Kingdom consumed one of these bars (Statista, 2021).
Using different brand names for different products is a useful strategy, particularly when a brand affected, others are unlikely to be affected or have less negative impact. It is worth mentioning that Cadbury has urged the 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).
Pricing strategies 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 at 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 sale of the products during 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 products are available even in rural areas. Customers can also purchase some of the products from many online retailers.
Promotion strategies 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.
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 2011. The company also apologized to celebrity Naomi Campbell over an ad that many campaigners branded as racist.
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Last update: 16 August 2021
Cadbury (2021) Our products, available at: https://www.cadbury.co.uk/products (accessed 27th July 2021)
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 15 August 2021)
Statista (2021) Leading Cadbury products in Great Britain 2018-2020, by number of users, available at: https://www.statista.com/statistics/312031/cadbury-leading-products-in-the-uk/ (accessed 27th July 2021)
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.