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Marketing A New Product For Cadbury's

7279 words - 29 pages

ContentsObjectiveDetailsPage Number1An investigation of the current marketing mix of Cadbury's2 - 62Secondary and primary research methods7 - 183SWOT and PEST analysis20 - 244Methods of analysing the marketing opportunities26 - 305Creating a new marketing strategy based on research32 - 34BibliographyBooks and other sources usedAppendixValidity ChecksAn investigation of the current marketing mix and strategies of Cadbury'sIntroductionI am going to investigate the current marketing mix and the strategies used by Cadbury's.The marketing mix is the '4Ps' (Product, Price, Place and Promotion).I will get the information required from various sources. Mainly I will use textbooks, the Internet and through some primary research (visiting supermarkets and shops). I got some pricing information from the local Sainsbury's supermarket. I looked on the Cadbury's website for additional information on Cadbury's.ProductProduct TypeCadbury's offers a wide range of products for many different people. Cadbury's has chocolate aimed at children, 16-25year old, 25+, males and females. The products offered by Cadbury's come in many different sizes, the sizes are dependent on the market they are aimed at. Children usually have small appetites so most children's chocolate comes in small packs. A good example of this is the Cadbury's Buttons range. This range started out with just small bags for children and then the bags got even smaller for children. Then Cadbury's released giant buttons and buttons in big bags. This was not only to provide for the whole of the market but to increase sales as well. Giant buttons were aimed at older children and adults, as well as children with very large appetites.Product Life CycleThe product life cycle shows the sales of a product over time. When the product is launched, sales tend to be slow. If the product succeeds the sales will then grow, until at some point they begin to stabilise. This could be for one of a number of reasons. A rival company could have introduced a similar product or because the market has saturated. Sales will eventually decline because a company will release a new product type. For example when Cadbury's released the 'Fuse' bar it was for people to eat between meals. It was also new because it was the first bar not to use caramel to fuse the ingredients together; instead it used chocolate to fuse the ingredients.Introduction - slow sales to begin with.Growth - Rapid growthMaturity - The market becomes saturatedDecline - new products from different companyExtension StrategiesThere are various ways in which we can extend the life of a product. Changing one of the 4P's is the method often chosen, with the promotion of the product being first to be changed to increase slow sales. Releasing the new advert will often boost the sales, but the other methods include aiming the same product at a different area of the market. For example aiming the product at adults by bringing out larger bags. The company could also try...

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