The confectionary market has consisted with the local companies as it offers the multitude of the brands in producing chocolate as well as the sugar-based products (Baranzini & Carattini, 2017). The PESTLE Analysis highlights the different extrinsic scenarios which impact the business of the brand. • Use of emotional appeals for advertising. PURPLE GOES GREEN: Cadbury announced their Purple Goes Green environmental initiative in 2007. Popular designs and packages consumers easily identified as Cadbury products guided production strategy. Price: Pricing strategy of Cadbury. The £75m investment, and the four new lines we have built, means that the production of all Cadbury Dairy Milk products originally made in the UK, but temporarily made elsewhere, will be … One objective of the program involves reducing packaging costs. Cadbury has introduced various products for different customer segments so that every customer segment has different expectations of price from the product. Cadbury’s has launched various products which cater to all customer segments. Thus the marketing strategy used by Cadbury is valid and, thus, is the one that helps the company to realize the profits. There are different pricing strategies that Cadbury uses for its products. 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. The company's next major packaging initiative occurred in the 21st century. Cadbury Company and production of chocolates. 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. So every customer segment has different price expectation from the product. • TV ads • Banners The expansion project saw an increase in the chocolate crumb production capacity of the plant by three times to over 15,000t. 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. Cadbury has to check the formulation of the optimal market strategy (Pozo-Martin, et al., 2017). Cadbury is internationally headquartered in Uxbridge, west London, and operates in more than 50 countries worldwide. Promotion (Dairy Milk) • Almost 80% of chocolate purchases are pulse buy • Cadbury adopted aggressive marketing strategy. In its quest to look for customers, Cadbury also employs advertising the products (Saravanan, 2011). This quantity of chocolate crumb production is worth around NZ$30m per year. 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. 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. Great quality comes with a price. Cadbury PESTLE Analysis examines the various external factors like political, economic, social, technological (PEST) which impacts its business along with legal & environmental factors. PESTLE Analysis of Cadbury analyses the brand on its business tactics. PLACE • Cadbury are directly sold to retailers and wholesaler • Cadbury distribution network encompasses 21400 dealers and 612000 retailers 50. 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