marketing plane of cadbry bupply kids

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.


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.


5 Cs :

Customers: Primary market: Youth

Branding chocolate as a giftSecondary market: Children (39%)

Increasing the desire for chocolate


5 Cs :

Customers: Tertiary market: Parents

Caring for their own children Peripheral market: Old people

After having lunch or dinner as sweet


5 Cs : Competitors: Mars, Incorporated

Overview: A high quality, trusted confectionary and animal

food brand which is popular world over.



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.



Strengths:International brand name and brand presence.Great taste and packaging.Strong supply chain network, customer loyalty

and financial muscle power.



Weaknesses:Slightly expensive chocolates. Has high amount of sugar. Opposition and protest from vegetarian people

on the use of animal rennet.


5 Cs :

Climate: political Factors :

British product


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.


5 Cs :

Climate: Socio-Cultural Factors:

HealthCost sensitivityMany occasions.


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.


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.


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

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

http://www.tradearabia.com/news/IND_282026.html

http://www.tradearabia.com/news/IND_282026.html

Thank you