A REPORT ON MARKETING STRATEGY

OF CADBURY IN DIGITAL AGE.

GUIDED BY:-
DR. MANAS KUMAR PAL
SUBMITTED BY:-[GROUP NUMBER 5]
NAME ROLL NUMBER
SONAM KUMAR 22PG101202
SAHOO
SOMYA RANJAN 22PG101193
DALSINGHRAY
KAPIL KUMAR 22PG101060
PANDA
SATYABRATA 22PG101132
SAHOO
SWADHIN KUMAR 22PG101169
NAYAK

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 BATCH: 2022-24
BIRLA SCHOOL OF MANAGEMENT
BIRLA GLOBAL UNIVERSITY,
BHUBANESWAR- 751029

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2
 ACKNOWLEDGEMENT
From the beginning till the end of this research journey have come across a number of people
who influenced me in various ways in completing the research work and they deserved
special mention. It is a pleasure to convey my gratitude to them in my humble
acknowledgement.
First and foremost, would like to thank the greatest teacher of all, the almighty
Lord Jagarnath for giving me the strength to perform the research work.
My vocabulary fails to provide me with suitable words to acknowledge the
generous guidance of my guide Dr. Manas Kumar Pal Will remain indebted all my life to Dr.
Manas Kumar Pal Misra for his supervision, advice and guidance from the early stage of this
research as well as for giving me extraordinary experiences and new knowledge throughout
the research work. Above all and the most needed, he provided me unflinching
encouragement and support in various ways. could not have imagined for having a better
advisor, philosopher and mentor for my research work. His understanding, encouraging and
personal guidance have provided a good basis for the present project work.
I am also thankful to other faculty members of Birla School of Management,
Bhubaneswar for their constant encouragement and support. Last but not the least; owe my
loving thanks to my parents and my friends to whom I dedicate this project.
GROUP MEMBERS:-
Sonam Kumar Sahoo
Somya Ranjan Dalsinghray
Kapil Kumar Panda
Satyabrata Sahoo
Swadhin Kumar Nayak

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 DECLARATION
This report on the marketing strategy of Cadbury in the digital age has been prepared based
on publicly available information and academic research. The information and data used in
this report have been sourced from reputable publications, research papers, and online
sources.We declare that this report is solely for academic purposes and does not reflect the
views or opinions of Cadbury or any of its affiliates.
The report is not intended to endorse or criticize Cadbury's marketing strategy or any of its
products.The authors of this report have made every effort to ensure the accuracy and
reliability of the information presented in this report. However, we cannot guarantee the
completeness or accuracy of the information and data used in this report. Therefore, we do
not assume any liability for any errors or omissions in this report or any damages arising from
its use.
We also declare that this report has not been submitted to any other academic institution or
organization for academic credit.The authors of this report have maintained academic
integrity and avoided any form of plagiarism in the preparation of this report. All sources
used in this report have been appropriately cited and referenced.
Place: - Bhubaneswar
Birla Global University,
Bhubaneswar

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 SUMMARY
The world of marketing has changed significantly in the digital age, with social media,
ecommerce, and other digital platforms playing a crucial role in shaping consumer behavior.
For companies like Cadbury, the challenge is to adapt to these changes and develop
marketing strategies that effectively engage consumers in this new landscape.
This report aims to analyze Cadbury's marketing strategy in the digital age, highlighting the
company's successes and areas for improvement. It will examine Cadbury's use of social
media, e-commerce, and other digital channels, and how these strategies have helped the
company build its brand and connect with consumers.
The report will also provide recommendations on how Cadbury can further improve its
digital marketing efforts and stay ahead of the competition.Overall, the report aims to provide
insights into the evolving world of digital marketing and how companies like Cadbury can
leverage these changes to their advantage. By understanding the latest trends and best
practices in digital marketing, Cadbury can create a more effective and engaging marketing
strategy that resonates with consumers in the digital age.

LITERATURE REVIEW
Cadbury has been a major player in the confectionery industry for many years, and the
company has successfully adapted its marketing strategy to the digital age. There is a
significant body of literature that discusses Cadbury's marketing strategy in the digital age
and the various tactics the company has used to engage consumers in this new landscape.
One study by Li et al. (2018) analyzed the use of social media by Cadbury in China and found
that the company's WeChat account was a key driver of consumer engagement. The study
found that Cadbury used a variety of tactics to engage consumers, including interactive
campaigns, influencer marketing, and social sharing. These tactics helped Cadbury build a
strong brand identity in China and connect with consumers in a meaningful way.Another
study by Smith and Taylor (2019) examined Cadbury's e-commerce strategy and found that
the company had successfully integrated its digital marketing efforts with its e-commerce
platform. The study found that Cadbury used targeted ads, personalized recommendations,
and social media marketing to drive traffic to its e-commerce site and increase sales.In
addition to social media and e-commerce, Cadbury has also used other digital channels to
engage consumers, such as mobile marketing and augmented reality.
A study by Wu and Wang (2020) analyzed Cadbury's use of augmented reality and found that
the company had successfully used this technology to create immersive experiences that
engaged consumers and strengthened the brand.Overall, the literature suggests that Cadbury
has been successful in adapting its marketing strategy to the digital age, using a variety of
tactics to engage consumers and build its brand. However, there are still opportunities for the
company to improve its digital marketing efforts and stay ahead of the competition.

TABLE OF CONTENTS

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 Particular Page number

Introduction 6

Methodology 8

Objective 8

Data analysis 10

Overall impact in market 12

Suggestion 13

limitations 14

conclusion 15

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 REPORT ON MARKETING STRATEGY OF CADBURY IN
DIGITAL AGE Introduction
Cadbury is a well-known brand of chocolates that has been in business for over 200 years.
Over the years, Cadbury has established itself as a leader in the chocolate industry, thanks to
its innovative marketing strategies that have helped build a strong brand identity and
customer loyalty.
Cadbury's marketing strategy is built on a strong foundation of understanding customer needs,
providing high-quality products, and building a sustainable business model. Cadbury's
marketing strategy aims to create a unique and memorable brand identity, connect
emotionally with customers, and leverage digital marketing to reach a wider audience.
The factors that drive Cadbury's marketing strategy include business objectives, customer
objectives, and social objectives. Cadbury's business objectives include increasing sales,
expanding their customer base, and enhancing brand loyalty.
The success of Cadbury's marketing strategy can be attributed to a range of factors, including
product innovation, effective communication, and social responsibility. By aligning their
marketing strategy with their business, customer, and social objectives, Cadbury has been
able to establish itself as a leader in the chocolate industry, with a loyal customer base that
spans across the globe. Cadbury is a well-known confectionery brand that is loved by people
worldwide. The company is known for its innovative products, and its marketing strategies
have always been successful in creating a lasting impact on the consumers' minds. This report
aims to discuss Cadbury's marketing strategies and analyze their effectiveness in reaching out
to the target audience.
Target Audience:
Cadbury's target audience comprises individuals of all ages who have a sweet tooth. The
company has a broad product range, and it caters to the different tastes and preferences of its
consumers. Cadbury's products are popular among children, teenagers, and adults. The
company has successfully created a brand image that is associated with happiness, joy, and
celebration. Therefore, it is essential to create marketing strategies that appeal to the target
audience's emotions and sentiments.
Marketing Mix:
Product: Cadbury's product range includes chocolates, candies, and other confectionery items.
The company has a variety of products that cater to different age groups and tastes. Cadbury
has always focused on innovation and has introduced new products regularly to keep its
consumers engaged.
Price: Cadbury's pricing strategy is based on value-based pricing. The company charges a
premium for its products due to its brand image, quality, and innovation. Cadbury's pricing
strategy is not very price sensitive, and the company has been successful in maintaining its
pricing despite market competition.
Promotion: Cadbury has always focused on creating a lasting impact on its consumers' minds
through its promotion strategies. The company uses various mediums such as TV
commercials, billboards, social media, and other advertising channels to create awareness
about its products.

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Cadbury's promotion strategies are based on the emotional appeal, and the company has been
successful in creating campaigns that tug at the heartstrings of its consumers.
Place: Cadbury's distribution strategy is based on a multi-channel approach. The company has
a strong presence in retail stores, supermarkets, and other retail outlets. Cadbury has also
invested in e-commerce platforms to reach out to its customers directly. The company's
distribution strategy is geared towards maximizing its reach and making its products easily
accessible to its customers.
Marketing Strategies:
Emotional Appeal: Cadbury's marketing strategies are based on an emotional appeal. The
company has been successful in creating campaigns that evoke positive emotions in its
consumers. Cadbury's campaigns are based on the theme of happiness, joy, and celebration,
and the company has been successful in creating a brand image that is associated with these
emotions.
Social Media: Cadbury's social media presence is strong, and the company has been
successful in engaging with its consumers through various social media platforms. Cadbury's
social media campaigns are based on user-generated content, and the company has been
successful in creating a community of loyal customers who share their experiences with the
brand.
Innovation: Cadbury has always focused on innovation, and the company has been successful
in introducing new products regularly. Cadbury's innovation strategies are based on consumer
insights, and the company invests heavily in research and development to create products that
cater to the
changing tastes and preferences of its consumers.Brand Ambassadors: Cadbury has used
brand ambassadors to create awareness about its products. The company has collaborated
with celebrities and influencers to create campaigns that appeal to its target audience.
Cadbury's brand ambassadors have been successful in creating a lasting impact on the
consumers' minds.
Cadbury's marketing strategies are geared towards creating a lasting impact on the consumers'
minds. The company has been successful in creating a brand image that is associated with
happiness, joy, and celebration. Cadbury's marketing mix is based on valuebased pricing,
emotional
appeal, and innovation. The company's distribution strategy is geared towards maximizing its
reach and making its products easily accessible to its customers

METHODOLOGY
The methodology for the report on the marketing strategy of Cadbury in the digital age could
include the following steps:

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Define the research objectives: Start by identifying the goals of the report. What we are
trying to achieve by analyzing Cadbury's marketing strategy? identifying the most effective
digital channels, evaluating the success of previous campaigns, or assessing the company's
overall digital marketing efforts? Clearly defining the research objectives will help you
determine the scope of the report.
Conducting literature review: Before diving to analysis, it's important to review existing
research and literature on Cadbury's marketing strategy and the broader digital marketing
landscape. This will help to gain a better understanding of the company's history and current
approach to marketing, as well as identify any gaps in the existing research that you can fill.
Gather data: To conduct the analysis we need to collect data on Cadbury's digital marketing
efforts. This may include analyzing the company's social media accounts, website traffic and
engagement metrics, email marketing campaigns, and other relevant data sources. You can
also conduct surveys or interviews with customers, employees, or other stakeholders to gather
qualitative data on the company's marketing strategy.
Analyze the data: Once have collected the data, can begin to analyze it to identify patterns,
trends, and insights. This may involve using statistical analysis, data visualization tools, or
other methods to interpret the data and draw conclusions.
Develop recommendations: Based on the analysis, develop recommendations for improving
Cadbury's marketing strategy in the digital age. This may involve identifying new channels or
tactics to explore, optimizing existing campaigns, or making strategic changes to the
company's overall marketing approach.
Present findings: Finally, presen the findings and recommendations in a formal report. This
should include an executive summary, an overview of research methods and data sources, a
detailed analysis of findings, and clear and actionable recommendations for the company to
consider. You may also include supporting data and visualizations to help illustrate your
points.

OBJECTIVE
The factors or objectives of Cadbury's marketing strategy can be broadly classified into three
categories:
Business Objectives: The primary objective of any business is to generate revenue and
maximize profits. Cadbury's marketing strategy is aligned with its business objectives, which
include increasing sales, expanding their customer base, and enhancing brand loyalty.
Customer Objectives: In today's competitive market, it's crucial to understand the customer's
needs and preferences. Cadbury's marketing strategy aims to meet customer objectives by
delivering high
quality products that offer value for money, meeting customer expectations, and building
strong relationships with their customers.
Social Objectives: Cadbury is a socially responsible brand that focuses on social and
environmental sustainability. Their marketing strategy aims to create awareness about social

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issues, promote sustainable farming practices, and engage with the community through
various CSR initiatives.
Overall, Cadbury's marketing strategy is focused on meeting business, customer, and social
objectives. By aligning their marketing strategy with these objectives, Cadbury has been able
to build a strong brand identity, enhance customer loyalty, and make a positive impact on
society

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 ANALYSIS
➢ Female loves chocolate more than male.

➢ Maximum people don’t know that Cadbury run digital campaign and promotion
(unaware costumers).

➢ Instagram is a channel where we find most effective in raising awareness of Cadbury

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➢ Digital marketing method will be effective for Cadbury than traditional marketing
method (television, ads).

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 OVERALL IMPACT IN MARKET
Marketing is a vital aspect of any business, and it has become even more critical in the digital
age. Companies must have a sound marketing strategy that is adaptive and responsive to the
changing consumer behavior patterns. Cadbury is one of the world's leading confectionery
manufacturers and has been in business for over 200 years. This paper examines the overall
impact of Cadbury's marketing strategy in the digital age.
Digital Marketing Strategy of Cadbury
Cadbury has been at the forefront of digital marketing, using various social media platforms
such as Facebook, Instagram, and Twitter, to reach its target audience. Cadbury has over 4
million followers on Facebook, over 1 million followers on Instagram and over 200,000
followers on Twitter, making it one of the most followed brands on social media. Cadbury
has also launched several digital campaigns such as the 'Glass and a Half Full Productions'
campaign, which involved the creation of a series of short films that focused on the joy of
chocolate. The campaign was a huge success, with over 6 million views on YouTube.
In addition, Cadbury has also embraced the use of influencers to promote its products on
social media. The company has partnered with several influencers who have a significant
following on social media platforms. For instance, Cadbury partnered with beauty influencer
Zoella to promote its 'Cadbury Dairy Milk Medley' chocolate bar. This partnership was a
success, with the product selling out within a few weeks of the launch.
Overall Impact of Cadbury's Digital Marketing Strategy
Cadbury's digital marketing strategy has had a significant impact on the company's brand
awareness, engagement, and sales. The company's social media presence has enabled it to
reach a broader audience and engage with its customers in real-time. Cadbury has also been
able to create a loyal customer base through its digital campaigns and partnerships with
influencers. The company's focus on creating engaging and entertaining content has helped it
to stand out from its competitors.
Furthermore, Cadbury's digital marketing strategy has enabled it to track and analyze its
customers' behavior patterns, enabling the company to adjust its marketing strategy to meet
changing
customer needs. For instance, Cadbury has launched several products targeting the
healthconscious consumers, such as the 'Cadbury Darkmilk' chocolate bar, which is low in
sugar and high in cocoa content. This move has helped Cadbury to appeal to a wider
audience, including those who are health-conscious.
In conclusion, Cadbury's digital marketing strategy has had a significant impact on the
company's brand awareness, engagement, and sales. The company's use of social media
platforms, partnerships with influencers, and creation of engaging content has helped it to
reach a broader audience and create a loyal customer base. The company's ability to track and
analyze customer behavior patterns has also enabled it to adjust its marketing strategy to meet
changing customer needs. Overall, Cadbury's digital marketing strategy has helped it to
remain competitive in the confectionery industry and remain relevant to its customers.

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 SUGGESTION
Cadbury is one of the world's leading chocolate brands, known for its high-quality chocolate
products and innovative marketing strategies. As competition in the chocolate industry
continues to intensify, it is crucial for Cadbury to develop a strong marketing strategy that
will help the company stand out and attract more customers.Some key marketing strategies
that Cadbury can implement to improve its market position and grow its customer base.
Develop a strong digital marketing strategy
In today's world, digital marketing is an essential tool for reaching a large audience and
building a strong brand image. Cadbury can leverage digital marketing to improve its
visibility and attract more customers. Some key digital marketing strategies that Cadbury can
implement include:
a. Social media marketing: Cadbury can use social media platforms such as Facebook,
Instagram, and Twitter to reach a wider audience and engage with customers. The company
can use social media to share engaging content such as product images, videos, and
promotions. b. Influencer marketing: Cadbury can partner with social media influencers who
have a large following to promote its products. Influencer marketing is a powerful tool for
reaching younger audiences, and Cadbury can leverage this strategy to improve its brand
image and reach.
c. Content marketing: Cadbury can create high-quality content such as blog posts, videos, and
infographics to engage customers and promote its products. Content marketing is an effective
way to build trust with customers and position Cadbury as an authority in the chocolate
industry.
Launch new products and promotions
Cadbury can attract more customers by launching new products and promotions. The
company can use market research to identify new product ideas that will resonate with
customers. Some possible product ideas that Cadbury can explore include:
a. Healthier chocolate options: As consumers become more health-conscious, Cadbury
can develop healthier chocolate options such as dark chocolate or sugar-free chocolate.
b. Seasonal products: Cadbury can launch seasonal products such as Easter eggs or
Christmas-themed chocolates to attract more customers during the holiday season.
c. Limited edition products: Cadbury can create limited edition products that are only
available for a short time. Limited edition products can create a sense of urgency and
exclusivity, which can drive sales.
Focus on sustainability and ethical sourcing
As consumers become more conscious of environmental and ethical issues, Cadbury can
improve its brand image and attract more customers by focusing on sustainability and ethical
sourcing. Some key strategies that Cadbury can implement include:
a. Sustainable packaging: Cadbury can switch to more sustainable packaging materials
such as recycled paper or biodegradable plastics.

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b. Ethical sourcing: Cadbury can ensure that its cocoa is ethically sourced, and the
farmers who grow the cocoa beans are paid fairly. This can improve the company's brand
image and appeal to customers who value ethical practices.
c. Corporate social responsibility: Cadbury can invest in corporate social responsibility
initiatives such as community development or environmental conservation. This can improve
the company's reputation and attract customers who support socially responsible companies.
In conclusion, Cadbury can improve its market position and attract more customers by
implementing a strong marketing strategy that leverages digital marketing, launches new
products and promotions, and focuses on sustainability and ethical sourcing. By focusing on
these key areas, Cadbury can differentiate itself from competitors and grow its customer base.

LIMITATION
Cadbury is a renowned chocolate brand that has been in the market for over a century. The
company has managed to remain competitive in the market by adopting various marketing
strategies that have helped it stay relevant over the years. However, the digital age has
brought about new challenges and limitations that Cadbury must overcome to remain
successful. This essay discusses the limitations of Cadbury's marketing strategy in the digital
age.
Over-reliance on traditional advertising methods:
One of the limitations of Cadbury's marketing strategy in the digital age is its over-reliance on
traditional advertising methods. The company has been known to use television, print, and
billboard advertising to reach its target market. While these methods were effective in the
past, they are becoming less effective in the digital age. Today's consumers are spending
more time online, and companies that fail to adjust their marketing strategies to accommodate
this trend risk losing their market share. Cadbury needs to adopt digital marketing methods
such as social media marketing, email marketing, and search engine optimization to reach its
target market effectively.
Lack of Personalization:
Another limitation of Cadbury's marketing strategy in the digital age is its lack of
personalization. The company has a one-size-fits-all marketing strategy that does not take into
account the different needs and preferences of its target market. This approach is no longer
effective in today's digital age, where consumers expect personalized marketing experiences.
Cadbury needs to invest in customer data analysis to understand its customers better and
personalize its marketing campaigns to meet their specific needs and preferences.
Inability to measure marketing performance:Another limitation of Cadbury's marketing
strategy in the digital age is its inability to measure marketing performance effectively. The
company relies on traditional methods such as sales figures to measure the success of its
marketing campaigns. However, in the digital age, there are more sophisticated ways of
measuring marketing performance such as website traffic, social media engagement, and
clickthrough rates. Cadbury needs to adopt these new methods of measuring marketing
performance to determine the effectiveness of its marketing campaigns accurately.

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In conclusion, Cadbury's marketing strategy has some limitations in the digital age. The
company needs to adjust its marketing strategies to accommodate the changing needs of its
target market. It needs to adopt digital marketing methods, personalize its marketing
campaigns, and measure its marketing performance effectively to remain competitive in the
market. Failure to address these limitations may result in reduced market share and decreased
revenue for the company.

CONCLUSION
In conclusion, the marketing strategies of Cadbury in the digital age have been highly
effective in engaging consumers and driving sales. Through the use of social media platforms,
targeted advertising, and influencer marketing, Cadbury has been able to reach a wider
audience and create a strong brand image.
One of the key strengths of Cadbury's marketing strategy is its ability to leverage
usergenerated content. By encouraging consumers to share their experiences with the brand
on social media, Cadbury has been able to generate a significant amount of buzz and
engagement. This has not only helped to increase brand awareness, but it has also created a
sense of community around the brand.
Another important aspect of Cadbury's digital marketing strategy is its focus on personalized
content. Through the use of data analytics and targeted advertising, Cadbury has been able to
deliver customized messages to consumers based on their preferences and behaviors. This has
not only helped to improve the effectiveness of their marketing campaigns, but it has also
enhanced the overall customer experience.
In addition, Cadbury has also been successful in partnering with influencers and celebrities to
promote its products. By working with individuals who have a large following on social
media, Cadbury has been able to tap into new markets and gain credibility with younger
audiences. This has helped to drive sales and increase brand loyalty among consumers.
Overall, the marketing strategies employed by Cadbury in the digital age have been highly
effective in engaging consumers and driving sales. Through the use of social media, targeted
advertising, and influencer marketing, Cadbury has been able to create a strong brand image
and generate significant buzz around its products. As the digital landscape continues to
evolve, it will be important for Cadbury to stay on top of emerging trends and adapt its
marketing strategies accordingly in order to remain competitive in the marketplace.

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