Cadburys - Marketing Strategies :: Business Management Studies

Cadburys - Marketing StrategiesIn order to increase sales Cadburys needs to undertake a range ofmarketing activities before decision making upon the best way to encouragethe purchase of its product. When identifying the basic principalswhich Cadburys must apply to its marketing will be its basicobjectives because all business must meet objectives it allows them toincrease sales and make profit.Corporate captures are the long term intentions of a business, whereascorporate objectives are the specific targets required to achieve theaims.The common aim and objectives of the corporation such as Cadburyincludes the following1 Survival2 Profit maximisation- which is often taken to be the reason why firms exists and to be the primary coil objectives in practices most firms have a hierarchy of objectives when a firms survival is threaten it may profit maximise in order to restore its fiscal health.3 Growth- which includes Cadbury selling new products or expanding overseas.4 Diversific ation- which is the spreading of business risks by reducing dependence on one product.5 Sales maximisation- which is the change magnitude of sales6 Improving the product image-which includes creating a new logo or launching a new brand of product and creating more mesmeric packaging. For example, Cadbury set out two objectives for the development oftheir chocolate, Fuse. These were1. To grow the market for chocolate confectionery2. To increase Cadburys share of the snacking sectorWhen launching a product the attach to Cadburys had to make sure thatany new product in the snaking sector must establish points ofdifference, creating a unique selling proposition (USP) i.e. a productwith unique appeal which is not shared by any of its competitors.Referring back to the example of Fuse, Cadbury lost a lot of money