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Business Unit 3 D1
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Unit 3 D1- Alex ClementsEvaluate the effectiveness of the use of techniques used in marketing products in one organisation
Cadburys
In this task I will evaluate the effectiveness of the use of techniques used in marketing products in
Cadburys. Cadburys is a well-known chocolate company in the UK and has been around for many
years. They have become well established and have done so through effectively being able to market
their products and keep customers interested. When Cadbury’s products come to the end of their
life cycle Cadbury’s introduce new products to their product portfolio. This helps keep customers
loyal and helps adapt to the ever-changing markets.
Cadburys first marketing technique is their logo. Their logo is widely known and associated with
good quality chocolate. When people buy a Cadburys chocolate bar they are confident it will be of
high standard. Cadburys uses this to their advantage by marketing their logo along with their new
and existing products to send the message to customers that they have released another high-
quality product.
Cadburys has good distribution and brand equity with their products. They have their products in
almost ever shop and because it is such a well known and common chocolate, shops want to sell
Cadburys products. This is an effective marketing technique used by Cadburys. Cadburys has over
10% market share and operates in over 60 countries. It is widely recognised globally.
The segmentation of Cadbury products is based on mix of demographics, behavioural
& psychographic factors; like on the basis of Income & occasions. They sell many different varieties
of products from low end cheaper chocolate with minimal packaging to more premium and fancy
chocolate. This covers all areas of the socio-economic scale and allows people of all backgrounds to
purchase their product. Having this variety and segmentation allows Cadburys to effectively market
their product.
One of Cadburys most effective marketing technique is their heart-warming tv adverts. They
produce story-based adverts that are made for people to engage with and pay attention to. These
adverts often capture consumers attention and reimburse the Cadburys logo into them which is a
strategic marketing technique. Next time they go shopping they are likely to notice the Cadburys
chocolate bars more over the others. The adverts often stir up an emotion in people and they get
talked about on social media. This is a way Cadburys markets their product, by letting other people
promote their name and brand through effective tv adverts. One of their most recent and successful
ones have been ‘mums birthday’. Cadburys were down 3.1% in sales in 2017, they produced this
advert in 2018 in order to gain attention again. The advert gained a lot of attention and managed to
get Cadburys sales up again. This proves the effectiveness of this marketing technique.
This shows the different Cadbury’s logo over a 200 year
period. The logo has been modernised since the late 90’s.
Their logo changes every 10-20 years in order to make their
products seem new and exciting to keep customers
satisfied. This an effective marketing technique to keep
customers loyal and help them increase market share and
brand awareness. It would also increase sales.
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