Q5. Choose a product that is widely marketed in the U.

K and discuss which elements of the

marketing mix that you think are important to keep fairly standard and those it may be
Necessary to adapt when marketing that product in Canada. Give reasons for each of your
decisions. You should clearly state any assumptions that you make and research that you have
done.

A5. Cadbury Dairy Milks Marketing Mix and Adaptation to Canadas Market
As a product, Cadbury Dairy milk is considered as the companys bestselling chocolate
(Bhasin, 2014). In Canada, Cadbury produces its own Cadbury Dairy Milk (Clark, 2009) whilst
ensuring that there is a continuous improvement in the quality of the product by using real
ingredients such as real cocoa, butter and full cream dairy milk. According to Clark (2009),
Cadbury uses a different recipe when producing Cadbury Dairy Milk in Canada to ensure it
fully complies with the Canadian consumers taste. Moreover, there seems to be a wide range
of Cadbury Dairy Milk products for different occasions such as Halloween in Canada (Market
Wired, 2009). This shows that the product should adapt to the Canadian market, targeting the
Canadian consumer directly and penetrating further into the market to satisfy their needs.
The price of a 100g Cadbury Dairy Milk in the UK is 1.00 while in Canada is 1.40.
According to Bhasin (2014), Cadbury Dairy milk is considered a premium chocolate due to its
positioning as a high quality product, but because of its competition, it is widely accepted in
different target segments.

Based on the previous statement, Cadbury Dairy Milks price

strategy in Canada should be maintained just as in the UK as the primary goal should be to
satisfy its consumers and the value that they have for the product by using as a catalyst their
expectation of a high quality and luxury confectionary item (UK Essays, 2013).
When it comes to the place, confectionary products demand a wider distribution in order to
ensure that its available everywhere. In the UK, the distribution of Cadbury Dairy Milk is
widespread, especially in the cities but its distribution costs are high due to the channel it takes
to distribute the product (Bhasin, 2014). Since Cadbury Dairy Milk should be widely distributed
throughout Canada, cutting on the distribution cost might not be ideal. Instead, more focus
should be placed on ensuring that the product is accessible in more places rather than just in

convenience stores and supermarkets. Instead, the product should follow Kit Kats strategy
(Aliu et al., 2013), by utilizing the retailer channel and maximizing its coverage, selling in gas
stations, drugstores, supermarkets, vending machines, concession stands, and cafeterias.
From advertising, television and posters to the trademark packaging of Cadburys Dairy Milk,
the UK has succeeded in promoting the product not only locally but throughout the entire
world. Cadburys marketing strategy involves consistent and effective campaigns by
communicating directly to the consumer. According to Deering (2015), Cadbury uses
innovation in their marketing strategy, combining high profile advertising campaigns with the
consistency of their trademark branding. Whilst advertising is successful, it would be advised
to engage Canadian consumers in sales promotions which are more tailored towards its target
audience. This can be done both physically (giveaways and grand prizes) and through
investing in online marketing campaigns to ensure a bigger engagement of the consumer. (495
words)

References
Marketwire (2016). "Cadbury Dairy Milk Goes Fair Trade In Canada". Web. 6 Apr. 2016.
Available from: http://www.marketwired.com/press-release/cadburyi-dairy-milki-goes-fair-tradein-canada-1035139.htm
ukessays.com (2016). "Marketing Strategy of Cadbury". Web. 6 Apr. 2016. Available from:
https://www.ukessays.com/essays/marketing/marketing-strategy-of-cadbury-marketingessay.php
Aliu, Urim et al. (2016). KIT KAT MARKETING MIX ANALYSIS. 1st ed. Web. 6 Apr. 2016.
Available from: http://imt.x10host.com/rachelbender/pdfs/researchproject.pdf
Bhasin, H. (2014). "Marketing Mix Of Cadbury - 4P Of Cadbury". Marketing91.com. Web. 6
Apr. 2016. Available from: http://www.marketing91.com/marketing-mix-of-cadbury/
Clark, A. (2009). "Why Cadbury's Fruit & Nut Isn't The Same In The Land Of Stars And
Stripes". the Guardian. Web. 6 Apr. 2016. Available from:
http://www.theguardian.com/business/2009/nov/08/cadbury-america-hershey
Deering, S. (2015). "How Cadbury Uses Social Media [CASE STUDY]". Linkhumans.com.
Web. 6 Apr. 2016. Available from: http://linkhumans.com/case-study/cadbury