Cadbury Case Study

3/16/2009

TABLE OF CONTENT

1.1 BUSINESS OVERVIEW

1.2 MISSION STATEMENT

1.3 TRENDS

1.4 TARGETS

2 MARKET RESEARCH

2.1 TARGET CUSTOMERS AND CONSUMERS

2.2 TARGET CUSTOMER REQUIREMENTS

2.3 MARKET RESEARCH

3.1 COMPETITORS

3.2 DIFFERENCES FROM COMPETITORS

3.3 COMPETITIVE ADVANTAGE

3.4 UNIQUE SELLING POINT

4 MARKET STRATEGY

4.1 PRODUCT

4.2 PRICE

4.3 PLACE

4.4 PROMOTION

4.5 PROMTIONAL PLAN

5 PROPSED MARKETING PLAN

6 ACTION PLAN

7 SWOT ANALYSIS

8 CONCLUSION

1.1 Business over view

Cadbury is a leading global confectionery company with an outstanding portfolio of chocolate, gum and candy brands. It was founded in 1824 by John Cadbury. Today it is lead by Todd Spitzer who is the CEO of the company. The company is a market orientated one and caters to most age groups from children to adults but concentrates on younger customers by making their products alluring and affordable to children.(www.cadbury.com) Cadbury's dairy milk is a leading product and was introduced in 1905,and quickly developed into a market leader, with its unique purple packaging and its famous slogan a glass and half full of milk in every pound has remained the same and built its own image among the people(www.justfood.com)

1.2 Mission Statement

Our Core Purpose is: Working together to create brands people love. (www.cadbury.com)

Values (www.bc.edu)

The Cadbury plc is emphasizes greatly on their values and thinks that there values contribute greatly towards achieving their mission statement there values include.

Performance:

They are highly fanatical about winning and operate in a very competitive but fair way .They are keen on taking various risks which yields them greater rewards.

Quality

Cadburys