Y13 The Cadbury Marketing Model with Marc Burns
Date: 24th March 2017
by Jade Harris, Year 13, Business Studies
What were my first impressions?
The lesson before we had Marc Burns come to our year 13 business class, we were informed by Mr Taylor-Forbes of his arrival. At first, I was not entirely sure how an employee at Cadburys would benefit our learning experience in Business A level, nether the less after having spent over an hour listening and interacting with Marc through his lecture, I learnt a great deal from his attendance.
What I gained from his Lecture?
To start with Marc explained who he was and his occupation working at cadburys which lead him onto talking about his journey from KD sixth form until present day. He described his university experience studying a business degree, which enabled him to gain experience and opportunity in some of the most well known brands in the world e.g Redbull, Emirates and now Cadburys / Mondelez. Marc explained to us as 17/18 years olds who's next steps for most is university, to take advantage of any work experience or internships available as the job market is so competitive in the 21st century. As well as that, gaining work experience/internships will start a relationship with any potential employers that may result in employment in the future, Marc stressed how his own experience helped him to improve his CV and seek employment. These tips are vital for when entering the next stage of a sixth from student's life.
In addition to this, Marc talked about his job as customer development manager working at cadburys and certain aspects of the day to day running of the business. Within a class discussion, we were able to ask Marc questions about how the theory of business, that us as students are learning now, actually turns in to practical application within a business every day. In this case it was very informative to find that within various departments of a business e.g. marketing and finance, theory such as profit and loss accounts are used nearly every day.
As well as that, Marc informed the class of the type of ownership that Cadburys has gone through to end up the way that it is today. Personally, I had did not have the knowledge of this and it was interesting to learn that brands we see everyday in the supermarket, are actually owned by a larger parent company majority of the time. ( the big slide of many brands, especially showing cadbury- Kraft- Mondelez).
In the next part of the lecture, we were exposed to the marketing side of cadburys and how they tailor their chocolate bars to different target markets. By looking at various promotional adverts that cadburys has produced, I was able to understand the meaning behind them. As everyone can identify the 'gorilla playing the drums' as a cadburys advert, consumers can pick out the key points to identify with Cadbury chocolate (colour purple, tag line 'glass and a half full').
As well as that, we were introduced to Cadburys most recent promotional ad campaign of the classic chocolate bars represented by classic hits and the new generation chocolate bars with current music from the charts, it identified that older generations may identify cadburys chocolate with the classic dairy milk or fruit and nut, where as younger generations may choose cardbury Dairy milk Oreo.
Within a business marketing is essential for the launch of new products and the creative way that cadburys has done so for many years was highlighted. They target and promote each chocolate bar for a different demographic, resulting in consumers subconsciously buying a certain product, cadburys in effect are manipulating an individuals consumption habit to their advantage.
Personally, I found this fascinating as marketing is a key interest of mine and what I hope to study at degree level.
Over the course of the hour, I gained a lot of insight into how international brands, that as a consumer I know and love operate in different departments. I would like to thank Marc very much for coming and taking time out of his day to come and speak to us, as I felt I learned a lot about how the theory of business is applied in firms we see today in the market. As well as, talking about his personal experience from university student to an employee of a international confectionary firm and how gaining experience can help further on when seeking employment.