Cadbury is a well-known multinational brand with products that include chocolates, cookies, and other sweets. It is worth noting that Cadbury was founded in 1824 and had a long history of marketing strategy development. Business enterprises of all sizes can learn valuable business knowledge from studying the case study of Cadbury. In the following blog post, we will explore the Cadbury marketing strategy that has helped the brand grow and become a leader in the chocolate industry.
Cadbury started as a small candy shop in England in the 18th century. It is now among the most recognizable chocolate firms in the country. Cadbury sells its products in over 150 countries worldwide. Cadbury continues expanding its business worldwide, from its home base in the UK to diverse regions such as India, Australia, South Africa, etc.
Discover the keys to Cadbury’s global success and gain insights into how the brand has thrived in various markets. Keep reading to learn about its marketing strategy.
Check this out: Hershey’s SWOT Analysis: Everything to Know
Table of Contents
How Cadbury Expanded to Become a Multibillion-Dollar Business?
Cadbury started as a small confectionery shop in Birmingham, England, in 1824. John Cadbury created the business. Early on, the business faced difficulties. However, when his son Richard took over management in the early 1850s, the business began to prosper. The business continued to grow under the management of Richard’s son George, who oversaw its expansion into the US in the late 19th century. In the decades that followed, it expanded to Australia and other continents. It became one of the first British companies to take advantage of the growing popularity of mass-produced goods and became very popular worldwide.
The marketing strategy of Cadbury
Below are some of the marketing strategies of Cadbury.
Making Chocolate Affordable
In the company’s early years, sales were slow because Cadbury sold luxury items rather than affordable commodities like today’s chocolate bars. However, the family changed its strategy and began producing low-cost chocolate bars. They reduced the size of the bars and made them more affordable for the average consumer. This helped increase the company’s sales and made it a leading brand in the industry.
The company introduced smaller chocolate bars with an affordable price tag to appeal to a broader audience. They also reduced the retail price of the original double-sized bars to make them more affordable for buyers.
Expanding into other markets
Cadbury not only dealt with chocolate but also started producing other products, such as chewing gum and cookies. Yes! That’s right, Cadbury used to sell gum too. Regardless, this helped to expand the customer base and helped the company to become one of the leading brands in its field.
Partnering with global corporations to grow their business
Cadbury famously partnered with Chelsea FC to help expand the reach of its brand in a global market. Many sponsors have taken advantage of the power of soccer to expand their brands all over the world. Both Cadbury and Chelsea FC saw significant benefits from the partnership.
Cadbury also conducted webinars and campaigns to help business owners understand the marketing strategies of Cadbury. They helped entrepreneurs understand the ideas they used to attract customers and grow their brands.
Using digital social media marketing to increase brand recognition and reach
Did you know Cadbury’s Facebook page has over 16 million followers? That’s right – they have a huge following on social media, and their fans are always looking for ways to connect with the brand and engage with them online. They even have their own YouTube channel where they upload interesting content about their products and share tips and recipes with their followers. This helps to increase their visibility and reach out to a global audience. They’re on every social media platform popular in today’s digital age – Facebook, Twitter, Instagram, Youtube… you name it, they’ve got it! Companies should learn from this and use similar strategies to engage their audience and boost their brand awareness.
Digital marketing and social media are two of the leading tools for expanding the reach of a business in the modern world. Many companies use these tools to grow their brand and expand their business to new audiences. Seeing this Cadbury marketing strategy, we concluded that the key to success in the business world is to adapt and evolve with the changing times and use the latest tools to get an edge over your competitors.
Expanding into new international markets to boost sales and create new customers
Did you know that Cadbury is sold in over 150 countries worldwide? They employ more than 140,000 people worldwide and operate in every major market worldwide. They have successfully set their operations up in 70 countries around the world. This just goes to show that global expansion is essential for any company that wants to succeed in the long run.
Their international presence has helped them gain access to new markets and find new customers all around the world. Every business should value international customers and understand their importance for the success of their business.
Using rewards programs to create strong relationships with their customers
Cadbury is no stranger to successful reward programs. In fact, they’ve been running one of the most popular reward programs in the UK for many years now. The company offers many exciting and rewarding schemes for its loyal customers. Some examples include their regular giveaways and sweepstakes on social media.
Cadbury UK had a “Win A Worldie” program on their Facebook account. To participate, you had to buy their participating products, enter the barcode number and see if you won. Winners could win vouchers for up to 250 pounds to spend in a shop of Cadbury’s choice. Not only that, but Cadbury partnered with football stars like Neymar Jr. and Steph Houghton to promote their products and reward their Facebook fans with prizes.
An instantly recognizable logo and color
This Cadbury marketing strategy plays on nostalgia and reminds customers of the traditional chocolate they grew up with as a child. Notice how you can instantly recognize Cadbury’s logo and link it to the smell of fresh chocolate? Cadbury has also cemented the particular shade of purple they use on their packaging – it has now become synonymous with the brand. Because of this, customers can identify the product easily, even in crowded stores.
Also, throughout all their marketing strategies, you will see that they include that shade of purple. Lastly, this familiar shade of purple helps to increase brand recognition. Chiefly, it plays a part in distinguishing the product from its competitors.
How has this helped them?
Accordingly, this strategy has worked very well for the company and has helped make them a household name in many countries around the world. Because of this, customers can identify the product easily, even in crowded stores.
See Also: The SWOT Analysis of Nestle
Frequently Asked Questions
Who is Cadbury's Parent Company?
Cadbury is a subsidiary of Mondelez International, a global snacks manufacturer headquartered in Deerfield, Illinois.
How much is Cadbury worth?
Cadbury has a market value of more than $5 billion, which makes it the world's fifth-largest confectionery company by revenue.
They are on all prominent social media sites used in the current digital era. More than 140,000 people work at Cadbury, which sells its products in more than 150 nations. They are active in all significant global markets. Any business that wants to be successful in the long run must engage in global expansion. Chiefly, Cadbury uses incentive systems to establish enduring connections with its clients.
Customers are reminded of the traditional chocolate they grew up with as children as part of Cadbury’s marketing approach, which also plays on nostalgia. The specific hue of purple that Cadbury uses on its packaging has grown inseparable from the brand, even in busy supermarkets.