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UK Chocolate: Sweet Market

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Cadbury should concentrate on its core brand and promote it as a gift item. Since chocolates and the confectionery sector as a whole is now under trouble due to obesity consciousness, promoting it as a gift item will give a different dimension to the same product. The packaging should be altered to give the appearance of a gift. Then again, for different occasions, the packaging of the gift could be altered. For instance, Easter packing should be different from birthday or wedding gift packing. The gift-giving product should carry a separate brand name as well as a ‘ brand’ name establishes the product in the consumers' mind.   Cadbury should concentrate on its core brand and promote it as a gift item.

Since chocolates and the confectionery sector as a whole is now under trouble due to obesity consciousness, promoting it as a gift item will give a different dimension to the same product. The packaging should be altered to give the appearance of a gift. Then again, for different occasions, the packaging of the gift could be altered. For instance, Easter packing should be different from birthday or wedding gift packing.

The gift-giving product should carry a separate brand name as well as a ‘ brand’ name establishes the product in the consumers' mind.   The promotion has been defined as "the whole array of methods and procedures by which the organization communicates with its target market" (Briohny, 2006). The objective of promotion is to build awareness, differentiate products and organizations from competitors, communicate the benefits of a product, build and maintain the overall image and reputation of an organization, and persuade customers to buy a product.

Cadbury’ s has already allotted high advertising budgets and the new product should be advertised extensively close to the wedding season or during festivals like Christmas, Mother’ s Day and Valentine’ s day. While maintaining the purple color, the gift-packing should have a new packing which should be easily identifiable so that shoppers are immediately attracted to it.   Consumers are drawn to a product for two reasons – appeal for the product itself or appeal for the brand. The second has emotional appeal because it speaks of the company along with the products.

They should tap on the emotional reward of giving chocolates as gifts. Apart from sponsoring soap and other events on the television Cadbury’ s could get into mobile advertising. Those who come to the stores with the SMS still on their mobile phones could be offered special rates. This would also give an idea of the effectiveness of this method of advertising.   The place is the way a product reaches the customer. Place refers to the channels of distribution used to reach the products to the end consumer.

Distribution decisions include market coverage, logistics, and levels of service.

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