Introduction
This project aims to grasp a better understanding of the UK’s famous chocolate brand
Cadbury exploring its consumer-centric marketing strategies, a detailed analysis of the target
market, current marketing strategies, and the macro environment of the confectionary
industry. Some future strategies have also been recommended to sustain and enhance
Cadbury's market presence.
Company profile (Cadbury)
Cadbury is a name synonymous with rich
milk chocolate for over two centuries. It
started in 1824 from John Cadbury’s small
grocery store in Birmingham that used to sell
the finest cocoa and drinking chocolate. Soon
his sons George Cadbury and Richard
Cadbury joined him with their passion for innovation and growth. And with their dedication
the small grocery store turned into the world’s second-largest confectionary brand after Mars.
Since 2010 Cadbury has been a part of Mondelez International which opened doors for
connecting with the wider market. Today Cadbury is more than just a chocolate it has served
society with a lot more. Bournville is a famous village built by the Cadbury brothers for their
workers offering housing, healthcare, and recreational facilities. It has a market value of more
than $5 billion making it the world’s fifth-largest confectionary brand by revenue.
Consumer-centric marketing strategy
Cadbury has always been a consumer-centric organization positioning its brand in such a way
that it connects with people of all ages not only through its chocolates but also through
emotional storytelling promotions like its recent speaker phone ad that very simply and
beautifully explores the bond between a father and son and celebrates their relationship by
sharing dairy milk bar. Cadbury has always used heartwarming stories that connect with the
audience on a deeper level creating emotional resonance. At the point of purchase, it does not
leave you alone instead offers you much more through, discounts, customization options,
1
, specialized gift bars for Valentine’s Day, Mother’s Day, and others, and a lot of flavors and
options.
Customer profile
Name: Sarah
Age: 28
Location: Suburban area in the United
Kingdom
Hobbies: Enjoys family gatherings,
traveling, shopping, and socializing. Keeps
up with the latest trends and has a sweet
tooth.
Occupation: Works as a marketing executive
Purchase Habits: Sarah is an impulsive shopper when it comes to chocolate, and she often
picks up a bar during her shopping trips or when she wants a sweet treat.
Challenges: Manages a budget carefully and is always on the lookout for affordable options.
Also, tries to find healthier alternatives but doesn't want to compromise on taste.
Goals: Sarah wants to enjoy her love for chocolate while also staying healthy. She is in
search of good taste at an affordable price.
Turnover: Sarah contributes to Dairy Milk's regular sales, making frequent purchases
throughout the month.
Income: Between £30,000 to £40,000 annually.
4ps analysis
5 Product Levels of Cadbury Dairy Milk
1. Core product: Satisfying hunger and cravings
for a sweet.
2. Actual product: Dairy milk chocolate made
from original cocoa and milk. It comes in
various SKUs.
Bars
Boxes
Buttons
3. Expected Product: A delicious, rich, and
creamy chocolate that melts in the mouth.
4. Augmented Product: Dairy has introduced a lot of different flavors that add value to it.
2
This project aims to grasp a better understanding of the UK’s famous chocolate brand
Cadbury exploring its consumer-centric marketing strategies, a detailed analysis of the target
market, current marketing strategies, and the macro environment of the confectionary
industry. Some future strategies have also been recommended to sustain and enhance
Cadbury's market presence.
Company profile (Cadbury)
Cadbury is a name synonymous with rich
milk chocolate for over two centuries. It
started in 1824 from John Cadbury’s small
grocery store in Birmingham that used to sell
the finest cocoa and drinking chocolate. Soon
his sons George Cadbury and Richard
Cadbury joined him with their passion for innovation and growth. And with their dedication
the small grocery store turned into the world’s second-largest confectionary brand after Mars.
Since 2010 Cadbury has been a part of Mondelez International which opened doors for
connecting with the wider market. Today Cadbury is more than just a chocolate it has served
society with a lot more. Bournville is a famous village built by the Cadbury brothers for their
workers offering housing, healthcare, and recreational facilities. It has a market value of more
than $5 billion making it the world’s fifth-largest confectionary brand by revenue.
Consumer-centric marketing strategy
Cadbury has always been a consumer-centric organization positioning its brand in such a way
that it connects with people of all ages not only through its chocolates but also through
emotional storytelling promotions like its recent speaker phone ad that very simply and
beautifully explores the bond between a father and son and celebrates their relationship by
sharing dairy milk bar. Cadbury has always used heartwarming stories that connect with the
audience on a deeper level creating emotional resonance. At the point of purchase, it does not
leave you alone instead offers you much more through, discounts, customization options,
1
, specialized gift bars for Valentine’s Day, Mother’s Day, and others, and a lot of flavors and
options.
Customer profile
Name: Sarah
Age: 28
Location: Suburban area in the United
Kingdom
Hobbies: Enjoys family gatherings,
traveling, shopping, and socializing. Keeps
up with the latest trends and has a sweet
tooth.
Occupation: Works as a marketing executive
Purchase Habits: Sarah is an impulsive shopper when it comes to chocolate, and she often
picks up a bar during her shopping trips or when she wants a sweet treat.
Challenges: Manages a budget carefully and is always on the lookout for affordable options.
Also, tries to find healthier alternatives but doesn't want to compromise on taste.
Goals: Sarah wants to enjoy her love for chocolate while also staying healthy. She is in
search of good taste at an affordable price.
Turnover: Sarah contributes to Dairy Milk's regular sales, making frequent purchases
throughout the month.
Income: Between £30,000 to £40,000 annually.
4ps analysis
5 Product Levels of Cadbury Dairy Milk
1. Core product: Satisfying hunger and cravings
for a sweet.
2. Actual product: Dairy milk chocolate made
from original cocoa and milk. It comes in
various SKUs.
Bars
Boxes
Buttons
3. Expected Product: A delicious, rich, and
creamy chocolate that melts in the mouth.
4. Augmented Product: Dairy has introduced a lot of different flavors that add value to it.
2
