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Thank you for Silencing your mobile phones
Amr Abd El-LateefZeinab Osama
Islam AliHeba Muhammed
Cadbury
Working together to make brands that we love
Executive SummaryVision & MissionSituational AnalysisSWOT AnalysisMarketing Goals & ObjectivesMarketing StrategiesMarketing ImplementationBudgetingEvaluation and Control
Agenda
We’re introducing the new Cadbury Dairy Milk Bubbly for kids.Our product is mainly for children.We’re presenting our marketing plan for year 2017-2018.Our time plan is divided into 4 quarters.“Play with Bubblo” is our motto
Executive Summary
A bar in every pocket
Vision
Cadbury means quality; this is our promise.
Our reputation is built upon quality; our commitment to continuous improvement will ensure that our promise is delivered.
Mission
5 Cs :Company:
Headquarter: United KingdomEstablished in 1824 by John Cadbury.The largest confectionary company in the world.
Winning the prize of the Best Green Packaging Award in 2008 at the National Business Awards.
Situational Analysis
5 Cs :
Company: Estimated number of employees working in
Cadbury based on a statistics in 2008 is 71,657.Markets :UK, Ireland, US, Canada, Australia,
New Zealand ,Egypt and India.Number of fans on Facebook page in Egypt is
13,334,165.
Situational Analysis
5 Cs :Company:
Cadbury’s parent company is Kraft Foods company which is present in more than 70 countries.
Kraft Foods company has a strong R&D department and supply chain network.
Kraft Foods company is launching a new product line of pets’ food.
Situational Analysis
5 Cs :
Customers: Primary market: Youth
Branding chocolate as a giftSecondary market: Children (39%)
Increasing the desire for chocolate
Situational Analysis
5 Cs :
Customers: Tertiary market: Parents
Caring for their own children Peripheral market: Old people
After having lunch or dinner as sweet
Situational Analysis
5 Cs : Competitors: Mars, Incorporated
Overview: A high quality, trusted confectionary and animal
food brand which is popular world over.
Situational Analysis
5 Cs : Competitors: Mars, Incorporated
Overview:Targeting all age groups of middle and upper
middle class families looking for good quality chocolates or animal food.
Mars and Snickers are some of its products.
Situational Analysis
5 Cs : Competitors: Mars, Incorporated
Strengths:International brand name and brand presence.Great taste and packaging.Strong supply chain network, customer loyalty
and financial muscle power.
Situational Analysis
5 Cs : Competitors: Mars, Incorporated
Weaknesses:Slightly expensive chocolates. Has high amount of sugar. Opposition and protest from vegetarian people
on the use of animal rennet.
Situational Analysis
5 Cs :
Climate: political Factors :
British product
Situational Analysis
5 Cs :
Climate: Economic Factors:
Decrease in the amount of dollars.Highly impacted by the political Factors.Taxes increase on luxurious products.Increase of poverty ratio in Egypt.
Situational Analysis
5 Cs :
Climate: Socio-Cultural Factors:
HealthCost sensitivityMany occasions.
Situational Analysis
5 Cs :
Collaborators:Our partners: The Princes TrustCadbury believes in helping others to help
themselves.Cadbury is working along with the Prince’s
Trust supports 13 to 30 year-olds who are unemployed or struggling at school, and provides them with the practical and financial support they need.
Situational Analysis
5 Cs :
Collaborators:Our partners: The British Paralympic
AssociationThe Cadbury Foundation are thrilled to work
alongside the BPA.Cadbury is funding a series of free events that give people the chance to try out Paralympic sports.Helping Paralympians take their sport to the next level.
Situational Analysis
Strengths:
Cadbury is the world’s leader in chocolates. Powerhouse brands and Products.Brand name and equity.Promotions.
SWOT Analysis
Weaknesses:
Strong branding demands substantial financial investment.Cadbury isn’t recognized in markets outside Europe.Products are a bit highly-priced.The limited production is considered as a negative point in the market competition .Lack of penetration in rural marketing.
SWOT Analysis
Opportunities:
The availability of new markets that are demanding western products.The advantage of the R&D Department to develop more unique products and beverage segments. Cadbury is considered as a successful brand.
SWOT Analysis
Threats:
The company faces increase costs in all aspects of manufacturing process.Cadbury is facing competitive pressure from other brands in the confectionary market.Social changes, including issues with diabetes, obesity, and other health issues.
SWOT Analysis
Goal:Highly participating in the chocolate market share for kids .
Marketing Goal & Objectives
Objectives:
Reaching 40% of target segment in Cairo.Reaching 100% of target segment in Cairo and 50% of target segment in Giza.Reaching 50% of target segment in Alex and 100% of target segment Cairo ,and Giza.Reaching 100% of target segment in Cairo, Giza and Alex.
Marketing Goal & Objectives
Marketing Strategy
Target SegmentAge:
Parents’ of children between 5 and 9 years. Social state:
Family monthly income is greater than 5000 L.EPlace:
CairoGizaAlexandria
Marketing Strategy
Marketing Strategy
4 Ps
ProductPrice Promotion Place
Marketing Strategy
4 Ps
Product:New sizeNew package
Marketing Strategy
4 Ps
Price
Marketing Strategy
Pack Price18g 2L.E
4 Ps
Promotion Sales PromotionCampaignsCadbury World Journey
Marketing Strategy
Marketing Strategy
4 Ps
Promotion AdvertisingTV Ads Bill boards
Marketing Strategy
4 Ps
Promotion Digital Marketing
FacebookYouTube
Marketing Strategy
4 Ps
Promotion Digital Marketing
FacebookYouTube
Marketing Strategy
4 Ps
Place:Locations
Hypermarkets SupermarketsRetailers
Marketing Strategy
4 Ps
Place:Channels
TV adsDigital marketing Bill boards
Marketing Strategy
Time LineJan 2017-March 2017: Bill boards Social media and TV ads Schools’ campaign
April 2017-June 2017:Malls’ campaignCadbury World Journey
Marketing Implementation
Time LineJuly 2017-September 2017:Schools’ campaignSocial media Ads
October 2017-December 2017:Special offers in hyper markets
Marketing Implementation
Estimated budget is 2.2 million Egyptian Pounds, distributed as follows:
Billboards: 100,000 TV ads: 0.5 million Offers: 0.5 million Campaigns: 100,000Cadbury World:1 million
Budgeting
Evaluation:
Analyzing the quantity and the quality associated with the strategy and implementation. Monitoring the objectives of each phaseEvaluating each campaign and the reactions of people.Any change in the climate may cause a change in the strategy.
Evaluation and Control
Control:
Controls are necessary for the evaluation phase.Controls established during the creation of the marketing goals are accomplished or not. Fast reactions must be taken if the goals aren’t accomplished.
Evaluation and Control
www.cadbury.co.ukhttp://www.dailynewsegypt.com/2014/07/01/al-sisi-imposes-new-taxes-egyptians-home-abroad/http://www.nbe.com.eg/en/ExchangeRate.aspxhttp://data.worldbank.org/indicator/SI.POV.NAHC/countries/EG?display=graphhttp://www.egypt-business.com/Company/details/Kraft-Foods-Egypt
References
https://www.cadbury.co.uk/the-storyhttp://thinkmarketingmagazine.com/index.php/cadbury-is-the-fastest-growing-brand-in-egypt-on-instagram-ads/Fan page:https://www.facebook.com/CadburyEgypt/?fref=tshttp://www.tradearabia.com/news/IND_282026.html
References
Thank you