Cadbury Chocolate and Healthy Options and the Market Gap

Cadbury Chocolate and
Healthy Options and the
Market Gap

TABLE OF CONTENTS
INTRODUCTION................................................................................................................................3
Understanding of various aspects that help in identifying a gap in the market in confectionary
industry........................................................................................................................................3
Importance of segmentation as how it helps in identifying customers’ needs............................4
Effectiveness of marketing strategies and digital marketing.......................................................5
CONCLUSION....................................................................................................................................7
REFERENCES.....................................................................................................................................8

INTRODUCTION
Marketing refers activities that company undertakes to promote, buying and selling of
products (Deepak and Jeyakumar, 2019). This study is based on Cadbury, British multinational
confectionery company, founded in 1824 by John Cadbury. This study is going to discuss about
market gap and importance as how company can take competitive advantage by identifying
market gap. It will further discuss reasons of segmenting market or dividing people into a group.
It will also show effectiveness of marketing strategy and ways as how digital marketing can
increase sales of company.
Understanding of various aspects that help in identifying a gap in the market in confectionary
industry
Before discussing about importance of market gap and reasons of identifying market gap it
is important to know that what is market gap. In the context of market gap it can be said that it
refers a place and area that remains unserved by competitors and companies in the market. It can
work as an opportunity for company as by knowing all that areas and market gap, company can
focus on that gap and can serve customers in a better way.
Some aspects and ways of knowing market gap: There are several ways and elements that can
help Cadbury in identifying market gap.
Monitoring current market trends: Each sector has some market trends as what
customers wants, what are new in the sector. And by knowing all current trends, company need
to communicate and interact with customers in order to know that whether they are receiving
products with these current trends or not.
Competitive analysis: there is a model, called porter’s 5 forces that help companies in
knowing current competitive intensity in the market. By analysing all these forces such as
knowing bargaining power of customers, suppliers, threats of new entrants, supplementary and
others (Diez-Martin, Blanco-Gonzalez and Prado-Roman, 2019). By knowing intensity of all
these forces and on the basis of identifying current trends it can know that which companies and
competitors are focusing on current trends and if competitors are not serving things that are
required by customers then Cadbury can attract customers by focusing on the market gap.
Feedbacks: feedbacks from customers is one of the best ways and aspect that can help
company in knowing market gap. By conducting survey and feedback, Cadbury can ask them