This document presents a marketing plan for Cadbury's new Bubbly product targeted at children in Egypt. The plan covers situational analysis using the 5Cs framework, identifying strengths, weaknesses, opportunities and threats in a SWOT analysis, and outlining marketing goals, strategies, implementation timeline and budget for 2017-2018. The key objectives are to reach 40-100% of the target segment across Cairo, Giza and Alexandria through advertising, promotions, and campaigns centered around the "Play with Bubblo" motto. The estimated budget is 2.2 million Egyptian pounds distributed across various promotional activities.

1. Thank you for Silencing your
mobile phones

2. Amr Abd El-Lateef
Zeinab Osama
Islam Ali
Heba Muhammed

3. Cadbury
Working together to make brands that we love

4. Executive Summary
Vision & Mission
Situational Analysis
SWOT Analysis
Marketing Goals & Objectives
Marketing Strategies
Marketing Implementation
Budgeting
Evaluation and Control
Agenda

5. We’re introducing the new Cadbury Dairy Milk
Bubbly for kids.
Our product is mainly for children.
We’re presenting our marketing plan for year 2017-
2018.
Our time plan is divided into 4 quarters.
“Play with Bubblo” is our motto
Executive Summary

6. A bar in every pocket
Vision

7. Cadbury means quality; this is our promise.
Our reputation is built upon quality;
our commitment to continuous improvement will
ensure that our promise is delivered.
Mission

8. 5 Cs :
Company:
Headquarter: United Kingdom
Established in 1824 by John Cadbury.
The largest confectionary company in the world.
Winning the prize of the Best Green Packaging Award
in 2008 at the National Business Awards.
Situational Analysis

9. 5 Cs :
Company:
Estimated number of employees working in
Cadbury based on a statistics in 2008 is 71,657.
Markets :UK, Ireland, US, Canada, Australia,
New Zealand ,Egypt and India.
Number of fans on Facebook page in Egypt is
13,334,165.
Situational Analysis

10. 5 Cs :
Company:
Cadbury’s parent company is Kraft Foods
company which is present in more than 70 countries.
Kraft Foods company has a strong R&D
department and supply chain network.
Kraft Foods company is launching a new
product line of pets’ food.
Situational Analysis

11. 5 Cs :
Customers:
Primary market: Youth
Branding chocolate as a gift
Secondary market: Children (39%)
Increasing the desire for chocolate
Situational Analysis

12. 5 Cs :
Customers:
Tertiary market: Parents
Caring for their own children
Peripheral market: Old people
After having lunch or dinner as sweet
Situational Analysis

13. 5 Cs :
Competitors:
Mars, Incorporated
Overview:
A high quality, trusted confectionary and animal
food brand which is popular world over.
Situational Analysis

14. 5 Cs :
Competitors:
Mars, Incorporated
Overview:
Targeting all age groups of middle and upper
middle class families looking for good quality
chocolates or animal food.
Mars and Snickers are some of its products.
Situational Analysis

15. 5 Cs :
Competitors:
Mars, Incorporated
Strengths:
International brand name and brand presence.
Great taste and packaging.
Strong supply chain network, customer loyalty
and financial muscle power.
Situational Analysis

16. 5 Cs :
Competitors:
Mars, Incorporated
Weaknesses:
Slightly expensive chocolates.
Has high amount of sugar.
Opposition and protest from vegetarian people
on the use of animal rennet.
Situational Analysis

17. 5 Cs :
Climate:
political Factors :
British product
Situational Analysis

18. 5 Cs :
Climate:
Economic Factors:
Decrease in the amount of dollars.
Highly impacted by the political Factors.
Taxes increase on luxurious products.
Increase of poverty ratio in Egypt.
Situational Analysis

19. 5 Cs :
Climate:
Socio-Cultural Factors:
Health
Cost sensitivity
Many occasions.
Situational Analysis

20. 5 Cs :
Collaborators:
Our partners: The Princes Trust
Cadbury believes in helping others to help
themselves.
Cadbury is working along with the Prince’s
Trust supports 13 to 30 year-olds who are unemployed
or struggling at school, and provides them with the
practical and financial support they need.
Situational Analysis

21. 5 Cs :
Collaborators:
Our partners: The British Paralympic Association
The Cadbury Foundation are thrilled to work
alongside the BPA.
Cadbury is funding a series of free events that give
people the chance to try out Paralympic sports.
Helping Paralympians take their sport to the next
level.
Situational Analysis

22. Strengths:
Cadbury is the world’s leader in chocolates.
Powerhouse brands and Products.
Brand name and equity.
Promotions.
SWOT Analysis

23. Weaknesses:
Strong branding demands substantial financial
investment.
Cadbury isn’t recognized in markets outside Europe.
Products are a bit highly-priced.
The limited production is considered as a negative
point in the market competition .
Lack of penetration in rural marketing.
SWOT Analysis

24. Opportunities:
The availability of new markets that are demanding
western products.
The advantage of the R&D Department to develop
more unique products and beverage segments.
Cadbury is considered as a successful brand.
SWOT Analysis

25. Threats:
The company faces increase costs in all aspects of
manufacturing process.
Cadbury is facing competitive pressure from other
brands in the confectionary market.
Social changes, including issues with diabetes, obesity,
and other health issues.
SWOT Analysis

26. Goal:
Highly participating in the chocolate market share for
kids .
Marketing Goal & Objectives

27. Objectives:
Reaching 40% of target segment in Cairo.
Reaching 100% of target segment in Cairo and 50% of
target segment in Giza.
Reaching 50% of target segment in Alex and 100% of
target segment Cairo ,and Giza.
Reaching 100% of target segment in Cairo, Giza
and Alex.
Marketing Goal & Objectives

28. Marketing Strategy

29. Target Segment
Age:
Parents’ of children between 5 and 9 years.
Social state:
Family monthly income is greater than 5000 L.E
Place:
Cairo
Giza
Alexandria
Marketing Strategy

30. Marketing Strategy

31. 4 Ps
Product
Price
Promotion
Place
Marketing Strategy

32. 4 Ps
Product:
New size
New package
Marketing Strategy

33. 4 Ps
Price
Marketing Strategy
Pack Price
18g 2L.E

34. 4 Ps
Promotion
Sales Promotion
Campaigns
Cadbury World Journey
Marketing Strategy

35. Marketing Strategy

36. 4 Ps
Promotion
Advertising
TV Ads
Bill boards
Marketing Strategy

37. 4 Ps
Promotion
Digital Marketing
Facebook
YouTube
Marketing Strategy

38. 4 Ps
Promotion
Digital Marketing
Facebook
YouTube
Marketing Strategy

39. 4 Ps
Place:
Locations
Hypermarkets
Supermarkets
Retailers
Marketing Strategy

40. 4 Ps
Place:
Channels
TV ads
Digital marketing
Bill boards
Marketing Strategy

42. Time Line
Jan 2017-March 2017:
Bill boards
Social media and TV ads
Schools’ campaign
April 2017-June 2017:
Malls’ campaign
Cadbury World Journey
Marketing Implementation

43. Time Line
July 2017-September 2017:
Schools’ campaign
Social media Ads
October 2017-December 2017:
Special offers in hyper markets
Marketing Implementation

44. Estimated budget is 2.2 million Egyptian Pounds,
distributed as follows:
Billboards: 100,000
TV ads: 0.5 million
Offers: 0.5 million
Campaigns: 100,000
Cadbury World:1 million
Budgeting

45. Evaluation:
Analyzing the quantity and the quality associated with
the strategy and implementation.
Monitoring the objectives of each phase
Evaluating each campaign and the reactions of people.
Any change in the climate may cause a change in the
strategy.
Evaluation and Control

46. Control:
Controls are necessary for the evaluation phase.
Controls established during the creation of the
marketing goals are accomplished or not.
Fast reactions must be taken if the goals aren’t
accomplished.
Evaluation and Control

47. www.cadbury.co.uk
http://www.dailynewsegypt.com/2014/07/01/al-sisi-
imposes-new-taxes-egyptians-home-abroad/
http://www.nbe.com.eg/en/ExchangeRate.aspx
http://data.worldbank.org/indicator/SI.POV.NAHC/co
untries/EG?display=graph
http://www.egypt-
business.com/Company/details/Kraft-Foods-Egypt
References

48. https://www.cadbury.co.uk/the-story
http://thinkmarketingmagazine.com/index.php/cadbur
y-is-the-fastest-growing-brand-in-egypt-on-instagram-
ads/
Fan page:
https://www.facebook.com/CadburyEgypt/?fref=ts
http://www.tradearabia.com/news/IND_282026.html
References

49. Thank you