~~ Four P'S of Cadbury~~

INTRODUCTION

Cadbury Company leader is John Cadbury. He opened up a shop in Birmingham. He sold coffee, tea, drinking chocolate and cocoa at his shop. At his shop also he sold mustard and hops.  His product has high quality like Quaker.

In year 1842, John Cadbury was selling 11 kinds of cocoa and 16 kinds of drinking chocolate. Then John Brother Benjamin was joined the Cadbury and form Cadbury Brother of Birmingham .The Cadbury brother office are at London. After six years, John brother was dissolve in the partnership because John’s had failing in health and the death of his wife. The businesses John left to his son George and Richard. John died at year 1889.

After that, George and Richard continued the business and expand the product line. At year 1864, they were pulling a profit. Cadbury‘s Cocoa Essence, which was advertised as “absolutely pure and therefore best,” was an all- natural product made with pure cocoa butter and no starchy ingredients. Cocoa Essence was the beginning of chocolate as we know it today. Then the brothers moved their manufacturing operations to a large facility four miles south of Birmingham. After that, the factory area became known as Bourneville.

Packaging rooms at Cadbury Bourneville factory.

In  year 1873, George and Richard Stopped selling their tea. They was appointed Frederic Kinchelman , Master confectioner to share his recipe and production secrets with Cadbury workers. At year 1897, Cadbury manufactured their first milk chocolate. After 2 years later Bourneville factory had employed 2,600 people and Cadbury was become an incorporated as limited company.

During The world War I, more than 2,000 Cadbury ‘s male employee joined the Armed Forces. Cadbury had supported the war effort. They sending warm clothing , books and their chocolates to their soldiers at the war .Cadbury supplemented the governments allowances to the dependents of their workers. When the workers returned to work  , take educational courses , and injured or ill employees were looked after in convalescent homes.

In addition  , Cadbury also supported the war effort during World War II by converting its factory into workrooms to manufacture equipments for the war like milling machine and parts of seats pilot for Defiant fighter planes .Cadbury St. John ‘s Ambulance units also help people during the air raids. The rationing was finally ended in year 1949.

In year 1969, Cadbury was merged with Schweppes to form Cadbury Schweppes. Schweppes was manufactured carbonated mineral water and soft drinks. The merged companies would go on to acquire Sunkist, Typhoo Tea and more others. Schweppes Beverages was created , and the manufactured of Cadbury confectionery brands was licensed to Hershey.

Nowadays, Cadbury Schweppes is the largest confectionery company in the world. This company now had employing more than 70,000 employees working under Cadbury Company. In year 2006, this company overall sales had touch over $15 billon. In march 2007, Cadbury Schweppes announced that their intends to separate its confectionery and beverage business.

 

John Cadbury and Birmingham 1824

4 P’S OF MARKETING
Products.

Product is important in marketing mix, it is starting point on which the other 2 products are based. Product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need. Cadbury is a consumer product; this is because Cadbury is a product bought by final consumer for personal consumption. Through innovation that are investing in the development of new products within every category that will provide consumer with more choices. This is also includes providing more information about our products and ingredients and messages to help educate the consumer. Product range is the different designs or variations of the same product that appeal to different market segment. The product range is designed to meet the needs of different but related consumers. As we have seen, a product range is single product that produced in a number of variety and styles. For example, we had Cadburys chocolates bars in different sizes, variations and multi packs. This is adding to a product range. Product mix is the variety of product lines that accompany produces or retailer stocks. Product mix is important as a good mix encourages customer’s loyalty; increases spend of each individual customer.

These are some types of Cadbury product.

PRICE

Price is the amount of money charged for a product or service, or the sum of the values that customers exchange for the benefits of having or using the product or service. Pricing of Cadbury chocolates will range depending on the brand image, country of production, and target audience. Since people purchase candy will low – effort, many of them will be using non-compensatory models to make their purchase decision. Thus, this is important for Cadbury to be priced competitive with all their products. There should not be any attribute that shines Cadbury in a bad light. The price range of Cadbury product is between (RM 2.80 – RM 80.00)

PROMOTION.

The purpose of promotion is to communicate directly with potential and actual consumers. In order to encourage them to purchase the Cadbury Chocolate have different promotions tactics.

There are many different types of promotions, these include

1.      Advertising

Advertising is an industry that involve  using different media. These can include:

v  Television and Radio

v  Newspaper and magazines

v  Internet

These are some promotions through internet, magazines and television.

2.Sales Promotions.

These are some techniques can be used to keep product name in the mind of the consumer without using direct advertising mentioned previously. Possible promotions might be:

v  Discount – a temporary in the price of a product to increase the likelihood of the customer “trying” it.

v  Free sample_- giving away example of the product for consumers to try before they buy.

This is some sales promotions that Cadbury doing

3.Direct mail

This is the process where the company contacts the customer directly with information or incentives to buy the product from the outlet.

4.Public Relations(PR)

This is all about making sure that accompany build and maintains good relations with their target audience. This include activity like organizing events , to help raise the profile of the product service.

PLACE.

Most of the Cadbury product is produced at the chocolate factory in Bourneville in Birmingham. After the chocolate is produced and goes through the process of all quality checks. Then the product will be transported to the staffroom and then it will sell at the shop around the world. Place is the one part of the marketing mix that important. The companies needs to find the most  cost-effective channel of distribution or entertainment to get their product to their target customers.

There are two types of distribution channel ; direct and indirect.

Direct Channel of Distribution.

Business to the customer ,for example  TV shopping channels, internet sites, factory shops and anything else

.

These are some direct channel distribution

Indirect channels of distribution.

Business then go to wholesalers and lastly go to customers. Organization in the distribution provides different benefits and value to the product.

Place where Cadbury product are sold

v  Retail outlets – shops ,supermarkets,

v  Restaurants and cafes

v  Cinemas, theaters and theme park.

These are some place where Cadbury product are sold.

CONCLUSION.

In conclusion, Cadbury is a multinational company that sold variety types of product based on chocolates and their product are sold around the world. Good company should have good basic marketing mix. Cadbury main concern being the advertisement and the promotion, and then making sure the consumers get a nice tasting, and good quality of product. On the other hand, the main thing that Cadbury should try to do is make the consumers think bar is so different and special compared to regular chocolates bar that they need to try it in order to see if this true or not. From the variety types of product offered by Cadbury towards market is to satisfy their customers wants or needs. The price of the Cadbury product is affordable for any level of their customers, besides that, their product are easy to get . From my investigation, there are many types of promotion that can attract their customers to buy their products.