Published by MBA Skool Team, Last Updated: February 06, 2021
Marketing Strategy of Cadbury's Perk analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Cadbury's Perk marketing mix, help the brand succeed in the market.
Cadbury's Perk marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Cadbury's Perk Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Cadbury's Perk marketing strategy can be explained as follows:
Cadbury Perk is a quick snack made with wafer-covered layers of chocolate. Different variants like Xtra, with Glucose, Double etc are also available for customers as a part of its marketing mix product portfolio. It is popular both as a snack and a chocolate due to its energy branding due to presence of glucose. It is treated as a chocolate-cum-energy bar by some segments of its customers. Cadbury's Perk offers a richer, darker chocolaty flavour than its competitors and is a qualitative product at reasonable rate. It is positioned itself as a richer and bigger bar than its competitors like munch, etc. Packed in Blue wrap with Perk written in yellow and Cadbury on top right with its logo, it is a top of the mind brand. It is an alternative for the health-conscious consumers craving for traditional chocolates as this has lesser calories.
Image: company website
Cadbury's Perk Price/Pricing Strategy:
Below is the pricing strategy in Cadbury's Perk marketing strategy:
Cadbury's Perk is value for money product with richer contents than competitors.
Priced at Rs.5 and Rs.10, it follows competitive pricing and is very reasonably priced. Cadbury Perk is a mass market product with youth, children between 10 to 14 its main targets and it is priced accordingly. It doesn’t change prices too often as compared to competitors and Cadbury’s own products. Different prices for different variants of the product and is also available in packets of 25, 50 pieces and usually a nominal discount. Bundle pricing strategy is also there as its present as a part of Cadbury Celebrations.
Following is the distribution strategy in the Cadbury's Perk marketing mix:
Cadbury Perk is distributed and available across many places. Cadbury’s products are globally available in countries like France, China, Brazil, Russia, Canada, Italy, India, United Kingdom etc, it is also hence available globally. Cadbury has 5 manufacturing offices and 4 sales offices. It has an intensive distribution is used by Cadbury and Perk is present in all nooks and corners of the country. Its distribution network is robust and is well networked among different kinds of stores. It is present in Retail shops, kiranas, malls, online shops, etc. Usually inventory is replenished very fast and Cadbury has very less lead time in terms of distribution.
It is available both in Rural and urban areas and this is one of the main reasons for its out of the charts sales numbers.
Cadbury's Perk Promotion & Advertising Strategy:
The promotional and advertising strategy in the Cadbury's Perk marketing strategy is as follows:
Cadbury Perk has been advertised quite extensively. Intensive promotion for the product was followed by its parent company Cadbury. It has a popular tagline: “Anytime, anywhere; Kabhi bhi kaise bhi; Baaki sab Bhoola de.” Catchy commercials were there for Perk across different platforms. Presence of all kinds of advertisements like social media ads, TV, Newspapers, etc helped the brand grow. The brand focuses on highlighting the energy aspect due to the presence of glucose with taglines like powered by chocolate in social media pages. The brand has also uses ‘gamification’ to engage its audience, with pacman styled game to engage audience and giving challenges where the consumers have to collect maximum points by eating points and avoiding hurdles. Giving consumers interactive ways to connect with the brand and also raising brand awareness. It built its own app- called Funstar, a digital connection to its TV advertisement. This completes the marketing mix of Cadbury Perk.
About Cadbury's Perk:
Cadbury's Perk, the crunchy chocolaty wafer sweet was launched by Cadbury in 1996. Cadbury, the market leader of sweets not only in India but all across the globe has the most varieties of sweets in India out of which it is one of the stand out ones. The product was Cadbury’s foray into the wafer market in India. Cadbury Perk and Nestle’s Kitkat have been each other’s biggest competition since a decade and after that Nestle’s Munch was the next biggest competition for Perk, both being similarly designed, crunchy, having relatively lighter weight and similarity of pricing. It is marketed in the US by the Hershey Company.
It came as a fresh change with differentiated taste and its signature crunchy wafer. The other varieties offered by Cadbury are Cadbury Dairy Milk, Silk, Bournville, 5-Star, Eclairs etc.
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