Cadbury Watermelon and Milk Bar: Market Entry and Brand Extension Strategy

Principles of
marketing

Background on the chosen brand include useful data
such as market share, market size and
trends in sales.
 Cadbury is a British multinational candy firm that has
been owned entirely by Mondelez International
(formerly Kraft Foods) since 2010. After Mars, it is the
world's second largest candy brand. Cadbury is
headquartered in Uxbridge, west London, and
operates in over 50 countries around the world.
 Market share – Cadbury has major market share
among chocolate selling company.
 Market size - Cadbury shares 70% share in the global
market in context of chocolate selling companies.
 Sales – Cadbury company has earned increased
revenue of 7.9% in 2021.

Coverage of the existing brand values
 Cadbury has good brand value within
market. It has initiated a new brand strategy
that, for the first time in more than a
decade, does not focus on happy occasions.
The new positioning, which was unveiled
with the "Mum's Birthday" campaign,
focuses on "real gestures of love and
charity."