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Cadbury Product Segmentation in the market:

Demographic

Segmentation according to age

Gender

Income

Generation

Geographic

Social classes and interests

Where the consumer is located

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Behavioural terms

Occasion

Readiness to buy a product

BenefitsAttitude

Targeting

Physiological

PsychologicalSocial

Economic

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Extra product specifications:

Product range

Products made according to consumer preferences

Product size

Product and service attributes

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Where are the consumers located

Where are the retailers located

Placement of the product on the shelfDistribution channels

Short distribution channels

Long distribution channels

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Promotion has 4 aspects linked to it:

1. Personal SellingSales person to retailer

Field sales force

2. Sales Promotion

Free samples

2 for 1 Deals

Discount coupons

Bonus/ extra products

Competitions

3. Public relations

Free form of advertising (The Drum, 2010)

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4. Advertising

TV

Radio

Billboards/ Outdoor

In-store adsMagazines

Internet

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Objective of promotion:

Gain more market shares

Increase sales

Increase household use and frequency of

purchase

Create greater product awareness

Increase buying weight buying more at eachpurchase (Cadbury class video, 2012)

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A products price is affected by:

Internal Costs

Production costsMarketing Mix Costs

Objectives

External costs

Competitor prices

Political forces

Economical influences

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When setting the price it is also important to keep

in mind the amount of benefits the client will get:

Tangible

Intangible

Customer service

Type of product

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Employees

Management

Culture/ Organisation chart

Customer service

Staff training

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Physical layoutFactory layout

Facilities

Hygiene and clean environment

Website layout

(C

adburyWebsite)

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Cadbury class notes

Cadbury class video

(EDEXCEL. 2011). Business Study Guide (p523-524). United Kingdom. Pearson Company

Image slide 6 retrieved from http://www.scatterpig.com/category/typography/ Accessed on 5 Aug 2012

Image slide 13 retrieved from http://www.choconet1.com/chocolate-computer.html Accessed on 5 Aug

2012

IP 2010. (2012) Cadbury Chocolate. Retrieved from

https://www.google.co.nz/search?um=1&hl=en&biw=1350&bih=889&tbm=isch&q=cadbury+chocolate+ad&r

evid=1095068250&sa=X&ei=xw8bUMqaE-iViAf_oYCICQ&ved=0CGgQgxY . Accessed on 5 Aug 2012

Kates in Melbourne. (2010). Scurrrred. Retrieved fromhttp://katesinmelbourne.blogspot.co.nz/2010/02/scurrrred.html . Accessed on 5 Aug 2012

Otago Dialy Times. (2009). Cadburys chocolate secrets revealed. Retrieved fromhttp://www.odt.co.nz/your-town/dunedin/54738/cadbury039s-chocolate-secrets-revealed . Accessed on 5

Aug 2012

The Drum. (2010) Kraft agrees 11.5b takeover deal with Cadbury's board. Retrieved fromhttp://www.thedrum.co.uk/news/2010/01/19/kraft-agrees-pound115b-takeover-deal-cadburys-board .

Accessed on 5 Aug 2012

The Times 100. (2010). Engaging stakeholders in a business. Retrieved from

http://www.google.co.nz/url?sa=t&rct=j&q=cadbury+on+their+employees&source=web&cd=5&ved=0CGMQ

FjAE&url=http%3A%2F%2Fwww.thetimes100.co.uk%2Fdownloads%2Fcadbury%2Fcadbury_10_4.doc&ei=Nf8eUI35EfGviQf51oDIDg&usg=AFQjCNF5HyQj-T8Gy6r-xk46lP7lgQpd6g . Accessed on 6 Aug 2012

Tim Nudd. Add weekly. (2008). Stay away from the giant chocolate billboard. Retrieved fromhttp://www.adweek.com/adfreak/stay-away-giant-chocolate-billboard-18909 . Accessed on 6 Aug 2012

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http://www.scatterpig.com/category/typography/http://www.scatterpig.com/category/typography/https://www.google.co.nz/search?um=1&hl=en&biw=1350&bih=889&tbm=isch&q=cadbury+chocolate+ad&revid=1095068250&sa=X&ei=xw8bUMqaE-iViAf_oYCICQ&ved=0CGgQgxYhttps://www.google.co.nz/search?um=1&hl=en&biw=1350&bih=889&tbm=isch&q=cadbury+chocolate+ad&revid=1095068250&sa=X&ei=xw8bUMqaE-iViAf_oYCICQ&ved=0CGgQgxYhttp://katesinmelbourne.blogspot.co.nz/2010/02/scurrrred.htmlhttp://www.odt.co.nz/your-town/dunedin/54738/cadbury039s-chocolate-secrets-revealedhttp://www.thedrum.co.uk/news/2010/01/19/kraft-agrees-pound115b-takeover-deal-cadburys-boardhttp://www.google.co.nz/url?sa=t&rct=j&q=cadbury+on+their+employees&source=web&cd=5&ved=0CGMQFjAE&url=http://www.thetimes100.co.uk/downloads/cadbury/cadbury_10_4.doc&ei=Nf8eUI35EfGviQf51oDIDg&usg=AFQjCNF5HyQj-T8Gy6r-xk46lP7lgQpd6ghttp://www.google.co.nz/url?sa=t&rct=j&q=cadbury+on+their+employees&source=web&cd=5&ved=0CGMQFjAE&url=http://www.thetimes100.co.uk/downloads/cadbury/cadbury_10_4.doc&ei=Nf8eUI35EfGviQf51oDIDg&usg=AFQjCNF5HyQj-T8Gy6r-xk46lP7lgQpd6ghttp://www.google.co.nz/url?sa=t&rct=j&q=cadbury+on+their+employees&source=web&cd=5&ved=0CGMQFjAE&url=http://www.thetimes100.co.uk/downloads/cadbury/cadbury_10_4.doc&ei=Nf8eUI35EfGviQf51oDIDg&usg=AFQjCNF5HyQj-T8Gy6r-xk46lP7lgQpd6ghttp://www.adweek.com/adfreak/stay-away-giant-chocolate-billboard-18909http://www.adweek.com/adfreak/stay-away-giant-chocolate-billboard-18909http://www.adweek.com/adfreak/stay-away-giant-chocolate-billboard-18909http://www.adweek.com/adfreak/stay-away-giant-chocolate-billboard-18909http://www.adweek.com/adfreak/stay-away-giant-chocolate-billboard-18909http://www.adweek.com/adfreak/stay-away-giant-chocolate-billboard-18909http://www.adweek.com/adfreak/stay-away-giant-chocolate-billboard-18909http://www.adweek.com/adfreak/stay-away-giant-chocolate-billboard-18909http://www.adweek.com/adfreak/stay-away-giant-chocolate-billboard-18909http://www.adweek.com/adfreak/stay-away-giant-chocolate-billboard-18909http://www.adweek.com/adfreak/stay-away-giant-chocolate-billboard-18909http://www.adweek.com/adfreak/stay-away-giant-chocolate-billboard-18909http://www.adweek.com/adfreak/stay-away-giant-chocolate-billboard-18909http://www.google.co.nz/url?sa=t&rct=j&q=cadbury+on+their+employees&source=web&cd=5&ved=0CGMQFjAE&url=http://www.thetimes100.co.uk/downloads/cadbury/cadbury_10_4.doc&ei=Nf8eUI35EfGviQf51oDIDg&usg=AFQjCNF5HyQj-T8Gy6r-xk46lP7lgQpd6ghttp://www.google.co.nz/url?sa=t&rct=j&q=cadbury+on+their+employees&source=web&cd=5&ved=0CGMQFjAE&url=http://www.thetimes100.co.uk/downloads/cadbury/cadbury_10_4.doc&ei=Nf8eUI35EfGviQf51oDIDg&usg=AFQjCNF5HyQj-T8Gy6r-xk46lP7lgQpd6ghttp://www.google.co.nz/url?sa=t&rct=j&q=cadbury+on+their+employees&source=web&cd=5&ved=0CGMQFjAE&url=http://www.thetimes100.co.uk/downloads/cadbury/cadbury_10_4.doc&ei=Nf8eUI35EfGviQf51oDIDg&usg=AFQjCNF5HyQj-T8Gy6r-xk46lP7lgQpd6ghttp://www.google.co.nz/url?sa=t&rct=j&q=cadbury+on+their+employees&source=web&cd=5&ved=0CGMQFjAE&url=http://www.thetimes100.co.uk/downloads/cadbury/cadbury_10_4.doc&ei=Nf8eUI35EfGviQf51oDIDg&usg=AFQjCNF5HyQj-T8Gy6r-xk46lP7lgQpd6ghttp://www.google.co.nz/url?sa=t&rct=j&q=cadbury+on+their+employees&source=web&cd=5&ved=0CGMQFjAE&url=http://www.thetimes100.co.uk/downloads/cadbury/cadbury_10_4.doc&ei=Nf8eUI35EfGviQf51oDIDg&usg=AFQjCNF5HyQj-T8Gy6r-xk46lP7lgQpd6ghttp://www.google.co.nz/url?sa=t&rct=j&q=cadbury+on+their+employees&source=web&cd=5&ved=0CGMQFjAE&url=http://www.thetimes100.co.uk/downloads/cadbury/cadbury_10_4.doc&ei=Nf8eUI35EfGviQf51oDIDg&usg=AFQjCNF5HyQj-T8Gy6r-xk46lP7lgQpd6ghttp://www.google.co.nz/url?sa=t&rct=j&q=cadbury+on+their+employees&source=web&cd=5&ved=0CGMQFjAE&url=http://www.thetimes100.co.uk/downloads/cadbury/cadbury_10_4.doc&ei=Nf8eUI35EfGviQf51oDIDg&usg=AFQjCNF5HyQj-T8Gy6r-xk46lP7lgQpd6ghttp://www.google.co.nz/url?sa=t&rct=j&q=cadbury+on+their+employees&source=web&cd=5&ved=0CGMQFjAE&url=http://www.thetimes100.co.uk/downloads/cadbury/cadbury_10_4.doc&ei=Nf8eUI35EfGviQf51oDIDg&usg=AFQjCNF5HyQj-T8Gy6r-xk46lP7lgQpd6ghttp://www.thedrum.co.uk/news/2010/01/19/kraft-agrees-pound115b-takeover-deal-cadburys-boardhttp://www.thedrum.co.uk/news/2010/01/19/kraft-agrees-pound115b-takeover-deal-cadburys-boardhttp://www.thedrum.co.uk/news/2010/01/19/kraft-agrees-pound115b-takeover-deal-cadburys-boardhttp://www.thedrum.co.uk/news/2010/01/19/kraft-agrees-pound115b-takeover-deal-cadburys-boardhttp://www.thedrum.co.uk/news/2010/01/19/kraft-agrees-pound115b-takeover-deal-cadburys-boardhttp://www.thedrum.co.uk/news/2010/01/19/kraft-agrees-pound115b-takeover-deal-cadburys-boardhttp://www.thedrum.co.uk/news/2010/01/19/kraft-agrees-pound115b-takeover-deal-cadburys-boardhttp://www.thedrum.co.uk/news/2010/01/19/kraft-agrees-pound115b-takeover-deal-cadburys-boardhttp://www.thedrum.co.uk/news/2010/01/19/kraft-agrees-pound115b-takeover-deal-cadburys-boardhttp://www.thedrum.co.uk/news/2010/01/19/kraft-agrees-pound115b-takeover-deal-cadburys-boardhttp://www.thedrum.co.uk/news/2010/01/19/kraft-agrees-pound115b-takeover-deal-cadburys-boardhttp://www.thedrum.co.uk/news/2010/01/19/kraft-agrees-pound115b-takeover-deal-cadburys-boardhttp://www.thedrum.co.uk/news/2010/01/19/kraft-agrees-pound115b-takeover-deal-cadburys-boardhttp://www.thedrum.co.uk/news/2010/01/19/kraft-agrees-pound115b-takeover-deal-cadburys-boardhttp://www.odt.co.nz/your-town/dunedin/54738/cadbury039s-chocolate-secrets-revealedhttp://www.odt.co.nz/your-town/dunedin/54738/cadbury039s-chocolate-secrets-revealedhttp://www.odt.co.nz/your-town/dunedin/54738/cadbury039s-chocolate-secrets-revealedhttp://www.odt.co.nz/your-town/dunedin/54738/cadbury039s-chocolate-secrets-revealedhttp://www.odt.co.nz/your-town/dunedin/54738/cadbury039s-chocolate-secrets-revealedhttp://www.odt.co.nz/your-town/dunedin/54738/cadbury039s-chocolate-secrets-revealedhttp://www.odt.co.nz/your-town/dunedin/54738/cadbury039s-chocolate-secrets-revealedhttp://www.odt.co.nz/your-town/dunedin/54738/cadbury039s-chocolate-secrets-revealedhttp://www.odt.co.nz/your-town/dunedin/54738/cadbury039s-chocolate-secrets-revealedhttp://katesinmelbourne.blogspot.co.nz/2010/02/scurrrred.htmlhttps://www.google.co.nz/search?um=1&hl=en&biw=1350&bih=889&tbm=isch&q=cadbury+chocolate+ad&revid=1095068250&sa=X&ei=xw8bUMqaE-iViAf_oYCICQ&ved=0CGgQgxYhttps://www.google.co.nz/search?um=1&hl=en&biw=1350&bih=889&tbm=isch&q=cadbury+chocolate+ad&revid=1095068250&sa=X&ei=xw8bUMqaE-iViAf_oYCICQ&ved=0CGgQgxYhttps://www.google.co.nz/search?um=1&hl=en&biw=1350&bih=889&tbm=isch&q=cadbury+chocolate+ad&revid=1095068250&sa=X&ei=xw8bUMqaE-iViAf_oYCICQ&ved=0CGgQgxYhttps://www.google.co.nz/search?um=1&hl=en&biw=1350&bih=889&tbm=isch&q=cadbury+chocolate+ad&revid=1095068250&sa=X&ei=xw8bUMqaE-iViAf_oYCICQ&ved=0CGgQgxYhttps://www.google.co.nz/search?um=1&hl=en&biw=1350&bih=889&tbm=isch&q=cadbury+chocolate+ad&revid=1095068250&sa=X&ei=xw8bUMqaE-iViAf_oYCICQ&ved=0CGgQgxYhttps://www.google.co.nz/search?um=1&hl=en&biw=1350&bih=889&tbm=isch&q=cadbury+chocolate+ad&revid=1095068250&sa=X&ei=xw8bUMqaE-iViAf_oYCICQ&ved=0CGgQgxYhttp://www.scatterpig.com/category/typography/http://www.scatterpig.com/category/typography/http://www.scatterpig.com/category/typography/http://www.scatterpig.com/category/typography/