The company's next major packaging initiative occurred in the 21st century. Cadbury has to check the formulation of the optimal market strategy (Pozo-Martin, et al., 2017). Cadbury, formerly Cadbury's and Cadbury Schweppes, is a British multinational confectionery company wholly owned by Mondelez International (originally Kraft Foods) since 2010.It is the second largest confectionery brand in the world after Mars. • TV ads • Banners This quantity of chocolate crumb production is worth around NZ$30m per year. The PESTLE Analysis highlights the different extrinsic scenarios which impact the business of the brand. Undoubtedly the world's best-loved chocolate brand, Cadbury Dairy Milk captures a unique place in the hearts and minds of consumers around the globe. There are different pricing strategies that Cadbury uses for its products. With more than 100 years history, Cadbury has been a famous English manufacturer of the chocolate product (kraftfoodscompany.com 2010), to promote the company brand as well as the meeting the outsiders’ wonder of the history and knowledge regarding the production of the chocolate, the entertaining facility Cadbury World was created. The strategy used by Cadbury’s is for matching the value that customer pays to buy the product with the expectation they have about what the production is worth to them. PURPLE GOES GREEN: Cadbury announced their Purple Goes Green environmental initiative in 2007. The restructuring project involves product changes. So every customer segment has different price expectation from the product. Great quality comes with a price. Cadbury’s has launched various products which cater to all customer segments. Price: Pricing strategy of Cadbury. This means that Cadbury will move products to different factories across different locations. Popular designs and packages consumers easily identified as Cadbury products guided production strategy. The strategy used by Cadbury for satisfying the value that all the customers buy the product is using the expectation they have about how much the production is worth to them. Promotion (Dairy Milk) • Almost 80% of chocolate purchases are pulse buy • Cadbury adopted aggressive marketing strategy. The £75m investment, and the four new lines we have built, means that the production of all Cadbury Dairy Milk products originally made in the UK, but temporarily made elsewhere, will be … • Use of emotional appeals for advertising. One objective of the program involves reducing packaging costs. In its quest to look for customers, Cadbury also employs advertising the products (Saravanan, 2011). The expansion project saw an increase in the chocolate crumb production capacity of the plant by three times to over 15,000t. Cadbury is internationally headquartered in Uxbridge, west London, and operates in more than 50 countries worldwide. PESTLE Analysis of Cadbury analyses the brand on its business tactics. Thus the marketing strategy used by Cadbury is valid and, thus, is the one that helps the company to realize the profits. Cadbury Company and production of chocolates. Cadbury has introduced various products for different customer segments so that every customer segment has different expectations of price from the product. Cadbury are currently operating on a conceivably an excellent marketing strategy that has helped the company to maintain a top-selling position of its brand in the UK market. Cadbury enjoys has a good market share in their respective industry Eg: Bournvita is the market leader in the milk additives and Dairy Milk holds a market share of 60-65% in the chocolate industry. 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