Marketing question, please help? (Business Studies)?

Question

Explain how marketing techniques have been used by Cadbury.

Analyse, using examples, why these techniques might have been chosen.

Answer 1

Hi Rob,

Without doing your homework for you ;o) - your answers need to reflect the product diversification strategies in relation to Cadbury's target markets.

Firstly - Cadbury's produce chocolate.  Allegedly any demographic of person could (and probably does) fall within its target market.  So what they do is diversify their products.  That is, they have a different product or product range for each of its target markets.  I don't know, but I suspect Cadbury's target markets will tend to be younger (children, teens, 20-30 age groups).  You might want to do some research into their target markets and demographics.

Once they know what product or product range is aimed at which target market (and also what the profile is of that target market) they will then use different marketing techniques accordingly. So get together a list of their products (good research!) and decide which target market goes with which product or group of products.

Cadbury's Caramel and Cadbury's Curly Wurly's are essentially the same product (toffee/caramel in chocolate), but aimed at very different t/m's.  Caramel's ads were shown predominately in the evening (when its 20-something female audience was home from work).  They used to feature the 's**y' bunny, with lots of smooth, sensuous talking to reflect the smoothness of the caramel (and aimed squarely at females I would guess).  Curly Wurly's are aimed at children and, not that I've seen any, but any marketing for them I suspect would reflect the fun/twisty nature of the product.

If you've gone through of all Cadbury's products, and have determined their target audience, it should be relatively easy to work out why a particular marketing technique was chosen.  Don't forget that marketing is not just the ads that appear on TV!  Do some research into their marketing campaigns...tie that up with the info you've researched on products and target markets, and you should come up with a pretty good answer!

Hope that helps.

Kim.

Answer 2

I hope this link will help you lots

http://www.brewblog.com/brew/marketing/i...