MARKETING PLAN

Marketing plan

Executive summary

The paper discusses the marketing plan for the launch of a new product, that is, the chocolate date product on the global scale, the idea is due to healthy confectionery market and the growing health consciousness in the consumer market. The reason of selecting chocolate date is due to nutrition content of the little fruit date. The launch would be on global scale and people will get chocolate dates on the store shelves as they get other products.

The main objective of the product launch is to add to the market share of Cadbury, as well as, contribute to its vision of becoming the best confectionery firm in the world. The product will be targeting health conscious people and will be launched in December, 2013.

Table of Contents

Executive summary2

Introduction5

Mission Statement & Vision6

Mission6

Aims & Objectives7

Aims7

Vision7

Governing objectives7

Marketing mission statement8

The confectionery market of UK8

Situational analysis9

Internal analysis9

Strengths9

Weaknesses9

Opportunities10

External analysis10

Costumer and market analysis11

Market demographics11

Segmentation, targeting and positioning12

Segmentation12

Targeting12

Positioning12

Market share and trends12

Trends12

Markets for Cadbury13

Consumer markets13

Business markets13

Competitive profile and strategies14

Market share of key players14

Brand positioning15

Consumer perceptions15

Marketing opportunities15

Marketing strategy16

Launch of a new product; Chocolate with dates16

Date, A nutritional treasure17

Significance of launching chocolate dates17

Proposed marketing plan for Chocolate Dates18

Core target market18

Point of difference18

Brand positioning18

Marketing objectives19

Sales target19

Marketing programmes for the product launch19

Plan for marketing mix of the product20

Specifications22

Task22

Timing22

Sales forecast22

Projected profit and loss statement for chocolate dates23

References24

Appendices25

Consumer perceptions and habit25

Consumer habits25

Bibliography25

Harvard Research Paeper

Introduction

In the confectionary market, Cadbury is a British company that produces world class confectionary items. It is owned by the Mondelez international Inc, which is the second largest group of companies. It currently operates in United Kingdom, Ireland, Australia, New Zealand, Canada, India and the United States; however, its subsidies are found in more than 60 countries across the world with annual sales of $150 billion in the year, 2008. It stood 2nd in the global market share in confectionary market, as well as, 5th in the chocolate market (Wood, 2004, pp. 70-243). It has employed more than 45000 people, and has en 11% market share.

The company was found in the year 1824, as John's shop. John Cadbury started selling tea, coffee as well as drinking chocolate in Birmingham, at the Bull Street. Later, in the year 1831, he started commercial manufacturing of cocoa variety and drinking chocolate to the elite class in a four storey factory. Present day Cadbury is the extension of that four storey plant. Today Cadbury manufactures branded products, confectionary products, desserts, ice cream, beverages, biscuits, cooking products, former brands, trifle, twin pot, as well as, the sub-owned brands. Today Cadbury is the second largest confectionary manufacturer with best selling products and most preferred brands. It is a corporate success story emerging from a small size street coffee shop with the vision of John Cadbury (Wood, 2004, pp. 70-243).

The paper studies current market status and company situation for Cadbury. It also scans internal and external environment for Cadbury. It explains the market strategies currently used by the company, and how they respond to the dynamic demands of ...