Here at Cadbury, we have provided you with a handbook to guide you through our marketing techniques and general information about the marketing at Cadbury. We hope to make you a world class marketer to match our high expectations for marketing. All you need to know to get started is in this handbook.
Cadbury was founded in 1824 by John Cadbury who sold tea, coffee and drinking chocolate. They are now owned by Mondelez International and took in £11,346,002,000 of revenue in 2011. Cadbury now sell a large range of chocolate based products such as bars, drinking chocolate and confectionary. Your skills as a marketer will help the company achieve greater sales and attract new ...view middle of the document...
Having a good brand image will help the brand expand in the future into different markets. It will also help alter the brands positioning in the market into a more controlling position with more sales.
Jaguar will also have their brand image as a main priority because for a car company, people are more likely to buy a car from a reputable brand than one that is perceived to be cheap or low quality. They will want a good brand image so that they have customers for when they want to expand the business into different sectors of the market, and customers will be informed and interested about changes and addition to the brands portfolio.
Positioning: “A marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer. Companies apply this strategy either by emphasizing the distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through advertising. Once a brand is positioned, it is very difficult to reposition it without destroying its credibility. Also called product positioning.”
Cadbury will be concerned with their market position as their business is high up in the market and would like to maintain that as it helps building the brand and attract new customers. Customers may feel that because the brand has such a good brand image and has such a high up market position that they can trust it more, and with trust comes more sales.
Jaguar’s position is more upmarket than Cadbury’s, but has a smaller market share than Cadbury due to the size of the market and number of competitors. Jaguar will want to expand their market position to a bigger and higher one to have more control of the market. They will do this with extension strategies and brand extensions.
Relationship Marketing: Marketing activities that are aimed at developing and managing trusting and long term relationships with larger customers. In relationship marketing, customer profile, buying patterns, and history of contacts are maintained in a sales database, and an account executive is assigned to one or more major customer to fulfil their needs and maintain the relationship.
Cadbury will form a relationship with their customers through promotional activities and mailing lists to keep them buying their products as Cadbury is one of those companies that will get sales in large quantities from a single customer, whereas the likes of Jaguar will perhaps get a sale from a single customer every 5/10 years as the products they sell are very different in price and necessity. Jaguar will want to form a relationship with you so that they are the first choice company for you when you next look to purchase a car, part exchange a car, or get a service for your existing vehicle.
Transactional Marketing: A strategy used in business targeting customers in making "one off" or point...