Analysis of Cadburys marketing strategy
- Background of the market
- Background of Cadbury
- Cadbury Schweppes
- The consumer
- Customer segments
- Cadbury's target audience
- Analysis of the primary research
- Product areas of the market
- The product
- The ingredients
- The packaging
- The fuse bar product range
- The brand name and image
- Competition for fuse
- The product life cycle
- The pricing strategies
- The place mix
- The channels of distribution
- Promotional activities
- Suggestions and recommendations
This paper examines the launch of Cadbury's Fuse Bar and delves into marketing strategy of Cadbury.
I will analyze the chocolate market using two sources of information
? Secondary data, which is using information someone already has found. For example the Cadbury website
? Primary data, which is collecting data from people which has not been done be for.
When using these things I have to take into consideration the boundaries that I face in carrying out my research and evaluating the bar.
In the UK confectionary market there are 3 dominated companies these are: Cadbury Schweppes (producers of the Fuse), Mars and Nestle. These are all oligopolies because there are only a few dominated companies. Having oligopolies in a market means that the products they make will tend to sell will tend to have very similar prices.
On Average people eat 35lbs of chocolate a year proving the hugeness of the market. Most of the consumption of chocolate is done has an impulse purchase and can be known to replace meals in a day. The advertising in this market is also fierce and costs' a lot so launching a new bar is going to be hard and expensive.
[...] This is because of the bland design. I recommend Cadbury design a few new packets and see what the public think of them using primary research. Shown here The Fuse bar product range This is ( The average standard bar ( The king-size Fuse ( The mini bars e.g. miniature heroes ( The Fuse Easter egg These are product extensions of the Fuse bar these give the Fuse more products to sell to Fuse consumers. The Name and image The Fuse doesn't give off much of an image because it's a chocolate bar you only have it for a short time. [...]
[...] Market orientated or competition based price- this is a price that is nearly the same as the competition as charged Loss leader price is below the true cost of the product to encourage consumers to buy other products also Penetration or destruction price this is a low price to encourage loyally and gain market share later the price is raised Cost plus price cost of product plus a mark up of profit Psychological price this is when a price is set at e.g. [...]
[...] The thought in that the Fuse bar eater was meant to be the is represented by the graph below: Now the aspect of marketing that Cadbury used was right in that this research proves that there a chocolate bar for on the go people was right. The graph shows that both my set out target audience and the Fuses target audience are both on the go so this was spot on. The graph says that most 11-15 year olds and most 16 -24 year olds go out everyday and then should be classed as busy. [...]