Price: Pricing strategy of Cadbury. • TV ads • Banners Cadbury has introduced various products for different customer segments so that every customer segment has different expectations of price from the product. Cadbury PESTLE Analysis examines the various external factors like political, economic, social, technological (PEST) which impacts its business along with legal & environmental factors. The strategy used by Cadbury for satisfying the value that all the customers buy the product is using the expectation they have about how much the production is worth to them. PURPLE GOES GREEN: Cadbury announced their Purple Goes Green environmental initiative in 2007. The confectionary market has consisted with the local companies as it offers the multitude of the brands in producing chocolate as well as the sugar-based products (Baranzini & Carattini, 2017). PLACE • Cadbury are directly sold to retailers and wholesaler • Cadbury distribution network encompasses 21400 dealers and 612000 retailers 50. So every customer segment has different price expectation from the product. In its quest to look for customers, Cadbury also employs advertising the products (Saravanan, 2011). Cadbury is internationally headquartered in Uxbridge, west London, and operates in more than 50 countries worldwide. This means that Cadbury will move products to different factories across different locations. The company's next major packaging initiative occurred in the 21st century. With more than 100 years history, Cadbury has been a famous English manufacturer of the chocolate product ( 2010), to promote the company brand as well as the meeting the outsiders’ wonder of the history and knowledge regarding the production of the chocolate, the entertaining facility Cadbury World was created. The £75m investment, and the four new lines we have built, means that the production of all Cadbury Dairy Milk products originally made in the UK, but temporarily made elsewhere, will be … Cadbury are currently operating on a conceivably an excellent marketing strategy that has helped the company to maintain a top-selling position of its brand in the UK market. The strategy used by Cadbury’s is for matching the value that customer pays to buy the product with the expectation they have about what the production is worth to them. Cadbury’s has launched various products which cater to all customer segments. Thus the marketing strategy used by Cadbury is valid and, thus, is the one that helps the company to realize the profits. The restructuring project involves product changes. Cadbury has to check the formulation of the optimal market strategy (Pozo-Martin, et al., 2017). Cadbury enjoys has a good market share in their respective industry Eg: Bournvita is the market leader in the milk additives and Dairy Milk holds a market share of 60-65% in the chocolate industry. The expansion project saw an increase in the chocolate crumb production capacity of the plant by three times to over 15,000t. This quantity of chocolate crumb production is worth around NZ$30m per year. Great quality comes with a price. Cadbury Company and production of chocolates. Promotion (Dairy Milk) • Almost 80% of chocolate purchases are pulse buy • Cadbury adopted aggressive marketing strategy. The PESTLE Analysis highlights the different extrinsic scenarios which impact the business of the brand. One objective of the program involves reducing packaging costs. PESTLE Analysis of Cadbury analyses the brand on its business tactics. There are different pricing strategies that Cadbury uses for its products. Cadbury, formerly Cadbury's and Cadbury Schweppes, is a British multinational confectionery company wholly owned by Mondelez International (originally Kraft Foods) since 2010.It is the second largest confectionery brand in the world after Mars. Undoubtedly the world's best-loved chocolate brand, Cadbury Dairy Milk captures a unique place in the hearts and minds of consumers around the globe. Popular designs and packages consumers easily identified as Cadbury products guided production strategy. • Use of emotional appeals for advertising.

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