Cadbury is a worldwide corporation, and our everyday self-treat, Dairy Milk is a chocolate brand manufactured by Cadbury. Cadbury produces a variety of chocolates and other goods that are offered in a number of nations across the world.
In this blog, we will analyze the confectionery brand using the tool of the marketing mix of Cadbury. Covering the 4Ps of the marketing mix of Cadbury – product, price, place, and promotion, let’s find out how Cadbury claims their position as a globally recognized brand.
Before that let’s jump on how this brand came to life.
Cadbury is a global leading company, standing as the second-largest confectionery brand in the world. Originally a British Multinational confectionery, in 2010, Cadbury became a subsidiary of Mondelez International.
It was started in 1824 by John Cadbury, in a grocery store in Birmingham, England. He began by selling chocolate and cocoa as a beverage, but witnessing its profitable response, he and his brother purchased a factory and began their successful adventure.
Cadbury’s headquarters can be found in London, England. They have production operations in over 60 countries and sells its products in over 200.
Cadbury India first opened its doors in 1948 and currently holds a market share of over 70%, making it the most popular Cadbury brand in the world.
Cadbury Dairy Milk, one of Cadbury India’s most popular products, is a benchmark for other chocolates in India and is considered the “gold standard.” To know more about the brand check out the website.
What’s new with Cadbury
- Cadbury maker Mondelez will be investing 4000 cr in India by 2026.
- Cadbury Dairy Milk unveils its World Cup campaign #SitTogether.
- Cadbury scraps one of its popular chocolate bars.
Target Audience of Cadbury
Target Customers of Cadbury include:
- Children and Teens
- Young Adults
- Parents and Families
- Chocolate Enthusiasts
- Gift Shoppers
Following is a buyer persona of Cadbury:
- Indulgence and enjoyment of high-quality chocolate.
- Exploring different flavors and varieties.
- Sharing sweet moments with friends and family
Interest & Hobbies
- Baking and cooking with chocolate as a key ingredient.
- Participating in events and workshops.
- Collecting vintage Cadbury memorabilia.
- Overindulgence and concerns about health.
- Finding unique and premium chocolate products.
- Availability of favorite Cadbury products in local stores.
Social Media Presence
Let’s check out the Marketing Mix of Cadbury.
Marketing Mix of Cadbury
The Marketing Mix of Cadbury includes 4Ps (Product, Price, Place, Promotion). There are different marketing strategies like product/service innovation, marketing investment, customer experience, etc. which have helped the brand to grow more.
Wondering how Cadbury uses a marketing mix? Let’s dive right into it.
1. Product Mix of Cadbury
Products are goods and services that a company or individual sells for the purpose of consumption and meeting societal demands.
Cadbury offers a diverse range of goods. They sell a variety of products in different countries, and the decision to sell which product in which nation is dependent on demographic considerations, production costs, demand volatility, and the presence of competitors.
Cadbury’s product mix includes Chocolates, Candies/Gums, Biscuits, Beverages, Dairy Milk, 5 Star, Gems, Temptation, Oreo, Eclairs, Bournvita, and more. They dwell in the confectionery industry.
Bournvita is a beverage additive that is one of the market leaders in milk additives. Halls is widely used in India as a mouth freshener and a cold cure.
Internationally, they are famously known for their ‘Creme eggs’, an Easter festival delight. They have products such as the classic Dairy Milk that have been running for years but continue to develop new products to meet the various rising tastes.
Cadbury has a lot of standard products sold throughout the year, however, they have other products complimenting festive occasions like Halloween and Christmas, Diwali Raksha Bandhan, and many more.
2. Price Mix of Cadbury
Pricing is an integral part of marketing mix of Cadbury, with the monetary value attached to products playing a central role. Cadbury uses a combination of pricing that takes into account a number of dynamic factors including demand dynamics,
competitive positioning, package specifications, and the specific target audience they are trying to reach.
Pricing Cadbury products is a careful process driven by the interplay of market forces. The demand for a particular product affects its price; popular products are often priced higher due to their desirability, while Cadbury carefully analyzes competitors’ prices to ensure their products remain competitive in the market.
The size of the package also plays a decisive role in prices. Cadbury offers its products in different pack sizes to meet different consumer preferences. The price of smaller packages is cheaper, which caters to cost-conscious consumers.
They follow three distinct pricing strategies:-
- Skimming Pricing: These prices are set high to benefit consumer’s demand for a new product or design at any cost. Oreo cookies, Cadbury Silk, and Cadbury Bournville are some examples of products that are kept at a somewhat higher level than the competition.
- Economy Pricing: Cadbury produces variations of its major goods in order to appeal to a broad audience. Under this segment, we find products such as Dairy Milk, Perk, Five Star, and Eclairs, that are reasonably priced.
- Bundle Pricing: This approach is used to sell a bundle of items at a presumably lesser cost than if the customers bought the items separately. Such a bundle of several products is prominent during the holiday and festival seasons.
3. Place Mix for Cadbury
Cadbury’s products are globally available, catering to a large client base. Cadbury has been able to have a significant influence on the worldwide market because of its strong distribution network.
Cadbury chocolate is made in the English town of Bournville. Cadbury recently ran an advertisement claiming that it exclusively imports the best cocoa beans from Ghana for its chocolates.
Both urban and rural regions have access to the items. We’ve seen that this has aided the company’s growth. The distribution points have made the items available to a large number of consumers, resulting in a profit for the firm in terms of both customer base and revenue.
4. Promotion Mix of Cadbury
Promotion refers to activities undertaken by the organization to inform the market about its products and services. It is the most important factor as it is a direct relation to sales.
The company has a keen eye for detail and relies heavily on emotional advertising campaigns to connect with its target audience, which has been the key to its success. Campaigns include “Kuch Mettha Ho Jaye,” a slogan that appears on their celebrations-themed chocolates. The tagline for Bournville chocolates is “You Earn It.”
Here’s an example of Cadbury’s heartwarming ad campaign – The brand launched a campaign where they developed an algorithm to search for happy content on social media platforms that often goes unnoticed. The algorithm scanned for content with positive hashtags like #FamJam and #HappyMoments and curated it into an Instagram guide on the brand’s profile.
This allowed users to share and participate in each other’s joy by engaging with the content through likes, shares, and comments. The campaign aimed to showcase the power of happiness and positivity and bring people together through social media.
Here’s a glimpse –
The company also relies on BTL marketing and employs Vernacular communication to promote itself in many states and areas. The goal of using vernacular language and regional dialects is to outperform smaller regional competitors while also connecting and engaging with the audience.
Additionally, they don’t fail to collaborate with celebrities occasionally. Cadbury’s promotional methods are one-of-a-kind since it is unlike any other chocolate brand; all of these factors contribute to the promotional influence on product sales.
How does Cadbury use Digital Marketing in its strategy?
Cadbury makes good use of its digital presence to keep up with the market trends. They make great use of various social media platforms to promote various campaigns. Some of them are mentioned below:
“ Donate your words by Cadbury Dairy milk (2019) :
Cadbury launched a campaign in partnership with UK charity Age to raise awareness of loneliness among older people. The “Donate Your Words” campaign encouraged people to buy limited edition chocolate bars with no words on the packaging to symbolize the words lost in the isolation of the elderly.
Cadbury Dairy Milk Silk: How Far Will You Go For Love? :
This was another iconic advertisement for Cadbury, mainly aimed at millennials. It came out on Valentine’s Day, a great move that helped a lot of sales.
The message of the campaign was simple – how far will you go with your love this Valentine’s Day? It had the hashtag #PopYourHeartOut. It was a great campaign that romanticized the idea of Dairy Milk Silk on Valentine’s Day.
Before we conclude this case study on the marketing mix of Cadbury. Let us have a look at the competitors of Cadbury.
Top 5 Competitors of Cadbury
Mars: Mars Food is dedicated to providing shoppers with better food quality. Their production focuses on quality, taste, and affordability. Mars is produced in 12 production facilities and has approximately 2,000 employees.
Hershey’s: Hershey’s chocolate production is spread over eight factories in the United States. They have a large selection of products including dark chocolate, spreads, licorice candies, dark chocolate, peanut butter cups, cookie layer crunch bars, soft serve, raspberry mints, snacks, chocolate bars, and more.
Nestle: Nestle is a food and beverage company headquartered in Switzerland. Nestle is considered one of the largest food companies in the world. It has around 2,000 brands and its main products are therapeutic foods, baby foods, bottled water, breakfast cereals, sweets, coffee, tea, and many more.
Kraft Foods: Kraft Foods, also considered the biggest competitor of Cadbury, is an American company that produces food. Kraft Foods is a globally recognized and trusted food manufacturer. The company produces various food brands with a focus on providing diners with high quality, nutrition, and taste.
Lindt: Lindt and Sprungli, considered the market leader in quality chocolate, is a Swiss chocolate company based in Switzerland. The main products of the Lindt Company are chocolate, sweets, and ice cream. The company produces a wide range of products in approximately 120 countries around the world.
This brings us to the end of the case study of the marketing mix of Cadbury. Let us conclude our understanding in the next section.
Cadbury is a very successful company that not only has tasty sweets but also sells them with the best quality. Their price mix is also affordable which meets the expectation and makes it pocket-friendly. Their geographical reach is remarkable thanks to their year-long experience.
Hope this case study on the marketing mix of Cadbury was insightful. If you are further interested in Cadbury’s marketing presence, check out IIDE’s case study on the Marketing Strategy of Cadbury.
Thank you for taking out time to read the blog. Do let us know your views on the marketing mix of Cadbury in the comment section below.