Distribution Strategy

Cadbury’s brands are available in over a million outlets across the country, covering Australia, the United Kingdom, China, and India. The distribution network directly covers almost the entire urban population. The company has invested significantly in building such an extensive network.

Cadbury is using a multi-channel distribution strategy. It uses an indirect marketing channel of level 3 in which Cadbury has intermediaries of distributors and retailers. The whole chocolate industry is using this level of distribution channel. Distributors and retailers act as sources of information; they help companies in the promotion of their products. They enhance the company's ease of communication with their prospective buyers.

Forward with technology growth, Cadbury company uses information technology to improve their logistics and distribution area. It will affect the performance of a company, like a good production system for a specified time and efficient distribution management. Cadbury also improved the distribution quality of its products with the installation of refrigerators at several outlets. This helps in maintaining product quality in summer when sales usually dip due to the fact that the heat affects product quality and, thereby, consumption.