Cadbury Beverages Marketing Analysis

Essay by PaperNerd ContributorUniversity, Master's December 2001

download word file, 7 pages 4.0

1. Is Cadbury a marketing-oriented firm? -I believe that Cadbury is more a selling-oriented firm than a marketing-oriented one. Still we can see some market-oriented factors in their procedures. I believe that Cadbury is a selling-oriented company since they follow the concept that holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organization¡¦s products. The organization must, therefore, undertake an aggressive selling and promotion effort. Cadbury is part of an industry in which competitors are involved in which all the competitors are involved in extensive advertising and promotional activities. Consumers are bombarded with TV commercials, newspapers, ads, direct mail, and other activities.

Also we can see the pattern of the selling concept, which is: Factory "žÂ± Products "žÂ± Selling & Promotion "žÂ± Profits through sales volume We can see how Cadbury follows this pattern. They first manufacture a product. Then they use intensive selling and promotion in order to generate profits throughout sales volume.

Selling is preoccupied with the seller¡¦s needs to convert his product into cash. Marketing focuses in the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering, and finally consuming it. Cadbury is not primarily focused in the consumer. They are focused in sales. In the soft drink business all of the competitors are focused in the cash their products generate. Their products don¡¦t differ greatly from each other and that¡¦s why need an intensive advertising and selling campaign.

As part of the marketing orientation, which pattern is: Target Market "žÂ± Customer needs "žÂ± Integrated Marketing "žÂ± Profits through customer satisfaction We can see that Cadbury has tried to establish specific target markets for some of their products but not for all. We can assume that it...