Introduction
Here at Cadbury, we have provided you with a handbook to guide you through our marketing techniques and general information about the marketing at Cadbury. We hope to make you a world class marketer to match our high expectations for marketing. All you need to know to get started is in this handbook.
Cadbury was founded in 1824 by John Cadbury who sold tea, coffee and drinking chocolate. They are now owned by Mondelez International and took in £11,346,002,000 of revenue in 2011. Cadbury now sell a large range of chocolate based products such as bars, drinking chocolate and confectionary. Your skills as a marketer will help the company achieve greater sales and attract new customers to our brand. All the items you produce for marketing must be of a professional quality with no mistakes and nothing that could be deemed controversial or damage the image of the brand.
Marketing is defined as “The management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P’s of marketing: 1) Identification, selection and development of a product 2) Determination of its price 3) Selection of a distribution channel to reach the customer’s place, and 4) Development and implementation of a promotional strategy.

Marketing Techniques:
Branding: The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.
Cadbury will have their brand as one of their main focus’ as brand image is so important to a big organisation like Cadbury, if their brand image is good, then they get lots of sales which is their main aim, but if their brand image is bad, then