Cadbury’s digital marketing strategies are innovative and remarkable for every person. Every product under the label of Cadbury sits well in every moment and as well as occasion.
What are Cadbury’s marketing strategies? In this blog, we will cover the marketing strategy, marketing mix, target audience, digital marketing, and so on!
The brand Cadbury has become so well-known in India because of its marketing approach that when someone mentions “chocolate” we automatically think of Cadbury.
Let’s begin the Cadbury case study and learn a little more about the brand.
About Cadbury:
The brand was established by John Cadbury in the year of 1824 in Birmingham England. In 2010, it was acquired by Kraft Foods and currently is managed by Mondelez International.
Cadbury India was set up in 1948 in India and presently headquarters in Mumbai, Maharashtra. It is also named “Cadbury House”.
Currently, Cadbury India operates in five categories – chocolate confectionery, beverages, and biscuits. Its famous products include Dairy Milk, Oreo, Tang, Bournvita, etc. The company has also tied up with Hindustan Unilever Limited (HUL), another FMCG giant in India to produce collaborated products such as Kwality Walls Cornetto Oreo, and Kwality Wall gems.
According to Nielsen, Mondelez India commands a market share of more than 65%, with Cadbury Dairy Milk alone accounting for more than 40% of the market.
Cadbury: Target Audience
The brand has a wider range of target audience that spans all ages and all corners of the globe. Cadbury has a brand appeal and is loved by people from all walks of life.
Talking about Cadbury’s targeted audience, includes children, teenagers, adults, and senior citizens.
The target audience of Cadbury is diverse and inclusive. The brand’s ability to appeal to different age groups, geographic regions, and so on. The brand introduced several products for the health-conscious group of people, including low-sugar and gluten-free options. Let’s break down the target audience in a well-structured manner by taking an example.
Now we are taking the example of Cadbury Bournvita, this product has been positioned as a must-have for growing kids and targets parents of small children aged 2-8 years. Nowadays, Bourvita is quite popular with millennials. It is affordable and tasty so people can afford to buy from any income class.
Whereas, Cadbury Temptation and Bournville are premium ranges of chocolate that people can afford by the higher level of income consumers. Dairy Milk Silk is extremely famous among GenZ and Millennials who cannot resist themselves.
Here is the chart so you can understand the targeted audiences in a better way by comparing its product offering to age-wise demographics :
| Age | Product offering |
| Kids | Dairy Milk, Bournvita, 5 Star, Fuse, Tang |
| Millennials | Silk, Celebrations, Ice Creams |
| Adults | Bournville, Temptation, Celebrations, Ice Creams |
Now let’s go through the marketing mix, marketing strategies, and many more for Cadbury.
Marketing mix of Cadbury:
Cadbury, the iconic chocolate brand, has built its reputation on a powerful marketing mix that combines the 4Ps: Product, Price, Place, and Promotion. Let’s dive into the 4Ps one by one.
- Product :
Cadbury’s product mix contains chocolates, biscuits, sweets, health drinks, and many more.
The flagship product is the iconic Dairy milk chocolate, which is well-known for its creamy, smooth, and rich texture.
- Price:
Cadbury is providing their products to the consumers at a very affordable range. The range of chocolates is priced competitively, making them accessible to their consumers.
- Place:
Cadbury’s place strategy involves making its product available throughout the globe. It has a strong distribution network that allows its product to reach the consumers.
- Promotion:
The company’s promotion strategy is focused on creating a strong emotional attachment with its consumers. The advertisement shows love, affection, joy, and togetherness for the loved ones.
Cadbury’s marketing mix is a powerful and impactful mixture of product, price, place, and promotion that helps the brand build a strong brand identity and stand out in the market.
Now it’s to get to know about the marketing strategies of Cadbury.
Cadbury’s digital marketing strategies:
Cadbury’s SEO strategy:
Cadbury India has a website gifting where people can customize their chocolates for gifting purposes and they can place the order for the same. Here is the overview of Cadbury’s websites.
According to Semrush, the authority score is 35, Organic Search Traffic is 84.1k.
- Keywords:
As per the given snapshot, here are some of the organic keywords:
- Dairy milk chocolate.
- Dairy milk silk price
- Dairy milk silk chocolate.
- Diwali gifting for employees.
- Cadbury India.
Now, we are moving to social media marketing strategies:
Cadbury’s Social Media Marketing Strategy:
As we know, the iconic brand Cadbury intends to revolutionize the whole game of social media. So will go through their social media platform one by one.
Cadbury’s Instagram Marketing Strategies:
Cadbury has a variety range of products and each of the products has their individual Instagram. Each account has different content, different theme, and colors.
Here is the chart of the follower count of Cadbury’s most famous products ( as of Nov 2023).
| Cadbury Products | No. Of Followers: |
| Cadbury Dairy Milk | 254k |
| Cadbury Dairy Milk Silk | 214k |
| Oreo | 176k |
| Cadbury Bournvita | 43.1k |
Cadbury’s dairy milk Instagram is filled with different types of content. They’re running a campaign #SitTogether the mission of the campaign is to the spirit of joy of watching cricket to awaken the spirit of charity.
Cadbury Bournvita’s Instagram account is not that much active. Recently, a campaign with the quotation of “Har Hi Jeet ki Shuruat hai”. In this campaign, the brand shows gratitude toward our Indian athletes both the failure and victory.
Cadbury’s Facebook Marketing Strategies:
The brand uses the same content to publish on Facebook for its audience.
| Cadbury Products | Followers |
| Cadbury Dairy Milk | 16M Followers |
| Oreo | 39M Followers |
| Cadbury Dairy Milk Silk | 5.6M Followers |
| Cadbury Bournvita | 216K Followers |
Cadbury’s YouTube Marketing Strategies:
Cadbury uploads long-format and short-format both on their YouTube channel. There are a large number of subscribers on the YouTube channel 596k subscribers.
Cadbury’s Twitter Marketing Strategies:
Cadbury has Twitter accounts for their products. Cadbury has a substantial social media presence on all platforms.
We will now proceed to the case study of the most successful digital marketing efforts done by Cadbury.
Color, Branding, and Logo:
The Cadbury marketing strategy plays on nostalgia and reminds customers of the traditional chocolate they grew up with as a child. Have you noticed how you can associate the fragrance of fresh chocolate with the Cadbury’s emblem and recognize it instantly? The particular purple shade of Cadbury – becomes synonymous with the brand.
Case Study of Cadbury’s Top Digital Marketing Campaigns:
So let’s start with Cadbury India’s most recent campaign first:
- Stay Home Stay Safe: At Home with Oreo – A Cadbury Oreo Campaign:
Cadbury’s biscuit brand Oreo founded a very smart campaign that goes in sync with the recent situation we are in:- Staying at home.
Oreo launched a campaign called #AtHomewithOreo targeting children.
- A Love Campaign: How Far Will You Go for Love? – A Dairy Milk Campaign
This campaign is mostly targeted to the millennials and is also a big hit among the teenagers and launching their campaign for Valentine was a great move!
The message in this campaign was as easy and simple as this, “This Valentine’s Day, how far will you go for love?” with the hashtag #PopYourHeartOut.
- Kuch Meetha Hojaye Campaign:
In this campaign, Cadbury is focusing on embarking on rituals, values, and traditions on a new endeavor on an auspicious occasion. Cadbury India positioned Dairy Milk as it will fit in every occasion and can be enjoyed during joyful moments. Cadbury Indian demonstrates Dairy Milk can make the occasion even more remarkable.
Now moving toward the conclusion part.
Conclusion:
Within the confectioner’s industry, Cadbury continues to serve as a testament to the delightful power of marketing. After reading the whole article you will be amazed by the strategies of Cadbury. Cadbury utilizes all social media platforms very potentially. How Cadbury is creating the buzz now, hopefully, it will work for the future as well.
Frequently Asked Questions:
Who is the Founder of Cadbury?
John Cadbury founded Cadbury in the year of 1824 in England.
What is the marketing strategy of Cadbury?
Cadbury is focused on:
- Advertising campaign.
- Promotions
- Social Media.
- Sponsorship.
Who is the Parent Company of Cadbury?
Mondelez International, a global snack manufacturer headquartered in Deerfield, Illinois.
Who are the competitors of Cadbury?
The competitor names are:
- Mars
- Ferrero
- Nestle
- Hershey’s.
