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D1: Evaluate the Effectiveness of the Use of Techniques in Marketing Products in One Organisation. Growth Strategies

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D1: Evaluate the effectiveness of the use of techniques in marketing products in one organisation.
Growth Strategies

Marketing Technique | Summary of how Cadburys have used this strategy | Has it been effective? | Evaluation of its effectiveness for Cadburys. | Market Penetration | Cadburys use adverts, promotions, completions, etc. to boost their sales in their current markets | yes | This has been effective for Cadburys because their sales from the end of 2013 their famous Dairy Milk bar topped the UK’s top chocolate sales. After the Olympics they saw their value sales grow by 5.1% because of their Olympic promotions and competitions but, at the end of 2012 they saw they’re sales drop, this was due to women buying less chocolate. But at the beginning of 2012 they had sales of £257m after they were bought by Kraft. In 2007 Cadbury’s spent £6m on their Gorilla advert, it was a real hit with 58000 viewers at home taking the time to watch the full-length video as well as the parody of the advert which then saw the sale grow from 2% the previous year to 7% which was outside their target percentage which was 4-6%.the advert was also voted favourite advert of the year (taken fromhttp://news.sky.com/story/581641/gorilla-helps-drum-up-cadbury-sales). They then came up with the dancing eyebrows advert which was viewed on YouTube and similar site more than four million times along with a trucks advert. With these adverts, all the adverts gave a master brand payback 171% greater than previous campaigns, with ‘Gorilla’ alone delivering an incremental revenue return of £4.88 for every £1 spent (taken from cadbury-and-the-joy-of-content-the-story-of-glass-and-a-half-full-productions). The aim o these campaigns as to bring joy to the viewers also to whoever buys and eats their chocolate. I would ay it has definitely been affective because as the stats say they have grew in

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