Importance of Segmentation, Targeting and Positioning in Confectionery Industry

This dissertation aims to identify the importance of segmentation, targeting, and positioning strategy for improving business performance in the confectionery industry. The study focuses on Cadbury as a case study. It includes an introduction, literature review, research methodology, results and discussion, and conclusion and recommendations.

Marketing Segmentation,
Targeting and Positioning

Executive Summary
Main purpose of doping this dissertation is to identify the importance of Segmentation,
Targeting and positioning strategy for improving business performance of an organisation within
confectionery industry. For accomplishing this purpose, there are different activities or tasks
used by researcher. Introduction is determined as a first activity that was done by describing
background and overview of the study, developing aim and objectives, identifying research gap
etc. These supported researcher in completion of introduction activity in systematic manner.
Literature review is another part of dissertation that was completed by using secondary sources
including books, magazines, articles, publication research and many others relevant to the topic.
This part of dissertation supported investigator in fulfilment of research gap or filling of missing
data through research questions. In this part, number of authors provided their opinion that helps
investigator in attainment of research aim as well as objectives also. Research methodology is
important part of dissertation that was completed with the use of different methods. These are
secondary research, interpretivisim research philosophy, inductive approach etc. These helped
researcher in gathering of secondary data about the segmentation, targeting and positioning.
Results and discussion is another part that was done by analysing secondary information
collected for literature review. This section helped in analysing and interpreting of secondary
information about the current topic in systematic manner. Conclusion and recommendations are
consider last activity of dissertation that were done by describing information or data of each
activity in short and clear manner. In recommendation, number of suggestions were given in
improvement of research topic.

Table of Contents
Executive Summary ........................................................................................................................2
Acknowledgement ..........................................................................................................................5
TITLE .............................................................................................................................................6
CHAPTER 1: INTRODUCTION ...................................................................................................6
Background to the research ........................................................................................................6
Organisational background.........................................................................................................7
Significance of the research .......................................................................................................7
Statement of the problem............................................................................................................8
Research aim and objectives.......................................................................................................9
Research questions .....................................................................................................................9
Structure of the dissertation........................................................................................................9
LITERATURE REVIEW .............................................................................................................12
RESEARCH METHODOLOGY ..................................................................................................24
Results and Discussion .................................................................................................................30
Conclusion and recommendations.................................................................................................39
Reflection and alternative research methodology..........................................................................43
REFERENCES .............................................................................................................................45

Acknowledgement
I would like to demonstrate my sincere gratitude towards my committee and supervisor
who have helped me throughout the entire dissertation and also recognize the guidance which
has been provided by them. I personally look up to the learning chances which were given to me
in the development of this dissertation.
It is surely a fact that this dissertation could not have been done without help of my
family, supervisors and friends. The research dissertation done on “To identify the importance of
Segmentation, Targeting and positioning strategy for improving business performance of an
organisation within confectionery industry. A study on Cadbury”. It is surely a broad topic as
well as would not be completed with continuous support and input of many government and
corporate officials which are linked to the field of confectionery industry.
Thank-you!! I genuinely acknowledge the bring up on this important project.
Sincerely,
XYZ

TITLE
How important is the Segmentation, Targeting and positioning strategy for a business in
the confectionery industry? A case study of Cadbury.
CHAPTER 1: INTRODUCTION
Background to the research
Segmentation, targeting and positioning are interconnected marketing process that will
help an organisation in attraction of more customers towards brand. STP is a marketing process
progressively explains the marketing strategy decisions for an organisation. Marketing
segmentation introduces to the process of splitting market into small groups with related product
requirements or identifiable characteristic, for the motive of choosing appropriate target markets.
Targeting refers to an organization’s proactive choice of a appropriate market segments with the
purpose of heavily emphasising the company’s marketing offers as well as activities towards this
group of similar consumers (Akbar and et. al., 2017). Positioning introduces to the target
market's perception towards the product's key advantages and features, in relation to the
offerings of competitive items. There are different importance of segmentation, targeting and
positioning strategies such as: makes marketing efforts more economic and efficient, facilitates
proper choice of target market, assist crystallizes the requirements of target market as well as
ellicit more predictable responses from them. Therefore, STP is important and essential strategies
of marketing that supports company by increasing customer base, reducing marketing cost,
increasing sales, improving brand image and enhancing brand awareness among customers. All
these will assist company in attainment of competitive advantages as well as achievement of long
term goals and objectives in less period of time. For this dissertation Cadbury is a chosen British
multinational confectionery company that specialise in selling of chocolates to the customers.
USP of Cadbury is one of the largest and most trusted chocolate brand in all over the world.
The segmentation of Cadbury products is supported on mix of psychographic,
demographic and behavioural factors; for example on the basis of occasions and Income.
Segmentation of Cadbury is belongs with people who purchase chocolates for eating or gifting.
Target market of Cadbury are children and families who belongs to lower, middle and upper
middle class (Ali and Kaldeen, 2017). Positioning of Cadbury, it is a sweet for happy occasions
or auspicious beginnings.

Organisational background
Cadbury is a chosen organisation for this dissertation. It is a British multinational
confectionery organisation that was founded in 1824 by John Cadbury. Confectionery refers to
the art of making confections, which are food products that are rich in carbohydrates and sugar.
Cadbury is the second biggest confectionery organisation in the world after Mars. Cadbury in
globally headquartered in Uxbridge, west London as well as operates in different countries
worldwide. Company is well known for its Dairy milk chocolates, Creme Egg and roses
selection box, as well as many other confectionery items. Portfolio of Cadbury products are
divided into different types including Temptations, Oreo, Dairy milk, Bournvita, Perk, 5 Star,
Gems etc. All these are main products produced by company to their customers.
Segmentation, targetting and positioning abbreviated as STP is a common tool in
marketing which is used to categorise and target prospective customers for a business. Cadbury
which is a renowned name in the confectionery business have been employing this marketing
tool for better sales. Segmentation is the first step which involves categorising people on the
basis of their similar characteristics. The major segments which are formed by Cadbury are on
the basis of occasions & income. All the consumers are targetted such as Cadbury Temptation
are formed for high end consumers where are dairy milk are for lower end of income. Targetting
stage focuses on evaluating the different consumers segments so that most profitable target
segments are identified (Dangelico and Vocalelli, 2017). This mega manufacturer targets all the
people belonging in the age group of 5-50 years who like eating chocolates. All the consumers
belonging to different income segments are targetted such as Cadbury Temptation are formed for
high end consumers where are dairy milk are for lower end of income. Positioning refers to
formation of mental models which help in differentiating a brand from its competitors. A
positioning is successful when an intended message when it is perceived appropriately by the
target audience. Cadbury positions itself as a chocolate which is meant for all irrespective of
their ages. The use of purple packaging have been a distinct recognition of sweetness and trust.
Significance of the research
This research is important at personal as well as academic level. At personal level this
research helps investigator by improving their research skills including data collection, data
analysis, literature review, time management and many others. All these skills helps researcher in
completion of full dissertation timely and systematically. At academic level, this research helps

students by enhancing their knowledge about the importance of segmentation, targeting and
positioning for an organisation. STP is an important and significant marketing process for
company because it will support them in increment of customer base, reduction of marketing
cost, increment in sales etc. If this research is publish will support organisation, industry or
person by increasing their awareness regarding the segmentation, targeting and positioning and
its importance in context of an organisation. Along with this, current investigation is significant
in attainment of research aim and objectives (Gachimu and Njuguna, 2017).
Main rationale behind doing this investigation is to identify the significance of
segmentation, targeting and positioning in enhancement of business performance. With the help
of this research, researcher can easily basis understand about the Segmentation, Targeting and
positioning strategy in context of an organisation. This study also support investigator in
identification of the significance of Segmentation, Targeting and positioning strategy in
improving business performance of Cadbury. This investigation will also help investigator in
identifying of dependence of targeting and positioning over activity of segmentation in effective
implementation of STP (Kirova, 2017).
Statement of the problem
Segmentation, targeting and positioning are important strategies of marketing for
company. If an organisation not follow this, they may face certain problems such as lack of
customer base, higher cost of marketing, decreased business success etc. All these are major
issues faced by company if they not follow STP. There are certain challenges of segmentation for
business such as forgetting about individuality, sending the wring message, ignoring potential
audience and many other. All these are major challenges that will negatively impact on business
performance. There are also some problems related within targeting strategy including time-
consuming, considerations, expensive and omission of other customers. Along with this, there
are some ways to determine if positioning of company works. These are lack of quality inbound
leads, decrease in proposal win rate and so on. This create more difficulties for company in
improvement of its performance and productivity level (Moges, 2017).

Research aim and objectives
Research aim and objectives are important part of dissertation because each activity of
study is depend on aim and objectives. Research aim expresses the aspiration or an intention of
the study. It summarise in a single sentence that support in achievement of research objectives.
Research objectives explains what researcher expect to accomplish by a project. Research
objectives will be frame with the help of dependent and independent variable. Within an
investigation business performance is dependent variable because it is dependent on
segmentation, targeting and positioning strategies (Mokaya, Kanyagia and M’Nchebere, 2017).
There is aim and objectives of the study which are:
Research aim:
Main aim of this dissertation is “To identify the importance of Segmentation, Targeting
and positioning strategy for improving business performance of an organisation within
confectionery industry. A case study of Cadbury.
Research objectives:
 To develop basis understanding about the Segmentation, Targeting and positioning
strategy in context of an organisation.
 To ascertain the dependence of targeting and positioning over activity of segmentation in
effective implementation of Segmentation, Targeting and positioning.
 To identify the significance of Segmentation, Targeting and positioning strategy in
improving business performance of Cadbury.
Research questions
 Explain about the about the Segmentation, Targeting and positioning strategy in context
of an organisation?
 What will be the dependence of targeting and positioning over activity of segmentation in
effective implementation of Segmentation, Targeting and positioning?
 How Segmentation, Targeting and positioning strategies help Cadbury in improving its
business performance within confectionery industry?
Structure of the dissertation
This is an essential part because it helps reader in identification of requirements regarding
the chapters that helps in completion of full dissertation. There are some important and useful

chapters for completing this dissertation. These chapters will be defined as below apart from
their purpose in completion of research. These are:
Chapter 1: Introduction: This is a first activity of dissertation that consists of different elements
including, background of the study, overview of selected organisation, research aim and
objectives, research questions, significance of the study, statement of the problem etc. All theses
are major parts for completing first activity which is called Introduction (Schlegelmilch, 2016).
Chapter 2: Literature review: This chapter of dissertation helps researcher in gathering of
secondary information from secondary sources i.e. magazines, books, articles etc. In this part of
dissertation, authors have to create critical evaluation about the research questions. Main purpose
of literature review is finding of research gap in previous studies. In this section, different
authors provided their opinion about the topic.
Chapter 3: Research methodology: This chapter is useful in Identifying of effectiveness of
research methods according to the research title. This section consist of research philosophy,
research approach, research strategies, research choice, time horizon etc. All these are useful part
of research onion framework that will be applied within an investigation for achieving research
aim and objectives. Main purpose of this research methodology is to provide reliable data to the
researcher as it will helps them in completion of dissertation successfully. Current study is based
on secondary research and for collecting secondary data, there are number of sources that will be
followed by investigator such as articles, magazines, publication research, journals, books etc.
All these are useful sources in gathering of secondary information accurately and systematically
(Takata, 2016).
Chapter 4: Results and Discussion: This chapter helps in analysing of data effectively.
According to the current dissertation, secondary data has been collected for literature review.
This section of study helps in analysing and discussing of secondary information collected for
literature review from journals, books, articles and many other sources. This part of the
dissertation supports in attaining of valid outcomes as well as achievement of research aim and
objectives successfully.
Chapter 5: Conclusion and Recommendations: This is a last activity of dissertation that helps
reader in identifying of achievement of research aim and objectives. In conclusion, researcher
will explain information of each chapter in short and clear manner. In recommendations, some

suggestions will be provided to the company or industry in improvement of its business growth
or success (Winston and Weinstein, 2016).
Summary of the chapter:
Introduction is an important chapter because it helps in developing of research aim and
objectives. With the help of this chapter, researcher identified the importance of research. This is
essential in identification of main purpose behind doing this investigation. Along with this,
introduction part of dissertation is essential in preparing of another chapters such as literature
review, research methodology, data analysis and findings, conclusion and recommendations.
Therefore, introduction is important in identifying of overview and background of the study.

LITERATURE REVIEW
Literature review is the process of gathering secondary data from various sources which
are consider publication research, journals, books, magazines etc. All these are useful sources
and helps investigator in collecting of secondary information regarding the segmentation,
targeting and positioning. In this part of the dissertation, different authors have to provided their
view regarding the research aim and objectives. Main purpose of literature review is to find out
research gap in previous studies. In current investigation, main research gap is the importance of
Segmentation, Targeting and positioning strategy for improving business performance of an
organisation within confectionery industry. In previous studies, there were data available about
the Segmentation, Targeting and positioning strategy but there were missing or lack information
regarding its importance in improvement of business performance. Research questions will be
used by investigator for fulfilling research gaps and attainment of research aim and objectives.
Therefore, research questions of the current investigation will be explained as below for fulfilling
missing data. These are:
Explain about the about the Segmentation, Targeting and positioning strategy in context of an
organisation?
According to Lapaas, (2020), marketing management includes different concepts such as
segmentation, targeting and positioning which are parallel to each other but equally important for
an organisation to understand their importance while framing an effective marketing strategy.
Segmentation is defined as the division of population on the basis of their different attributes
such as taste and preferences, income level, caste, religion etc. It makes easy for an organisation
to identify their targeted customers according to their list of offerings which is known as
targeting. Targeting can be called as sub part of segmentation that plays a critical role in their
marketing mix. After segmenting the population on the basis of their needs and preferences and
other attributes, an organisation tries to identifies part of population that prefers to buy their
offered products and target them by using different marketing channels. The last concept of STP
is positioning in which an organisation ensures that a right message must be conveyed to their
targeted audience by placing their products at right market. It facilitates their targeted customers
to understand the benefits they can receive if buy company’s products and services. This will
increase the chances of achieving long term sustainability of their products and services in the
competitive market.

According to Bhasin 2019, segmentation of Cadbury products is combined basis of
demographics, behavioural and psychophysics which includes income and occasions. The
products and services offered by Cadbury are mostly based on production capacity, pricing of
various items, packaging designs, celebrity endorsements and many other factors. Consumption
of Cadbury products are from all age groups but distinguished their products to specific class of
consumer groups. For an instance, Cadbury Temptation and Bourneville are produced with an
objective of attracting higher income group of people who are willing to spend more.
Bourneville is position as best dark chocolate among rivals products which is currently promoted
by brand as category innovator. This chocolate is positioned as a chocolate for people who lives
abroad and searching for an international taste of chocolate.
Market segmentation is the effective process of subdividing or separating a market into
various subsets of clients that behave within the same way as well as have similar requirements.
It is completed in order to adjust marketing program to identify customer differences. There are
different purpose of segmentation such as improving branding, increasing sales, better
advertising and better distribution. It can be completed on the basis of certain variables such as
geographic, behavioural, demographic and psychographic. Cadbury Bournville has segmented or
classified the entire market that was based on three parameters such as demographic: Age: 12-19
years, 20-34 years, psychographic: Socio-economic classification: A1, A2, B1, B2, C, D, E1, E2
and behavioural: Occasionally, medium usage rate, quality service, strong brand loyalty.
A target market refers to the group of clients towards which an organisation has decided
to goal its market efforts as well as ultimately its merchandise. Target customers of Cadbury
Bournville is not all customers, they are those who love chocolates. The Cadbury Bournville is
intending the 20 to 30 year old SEC A segment.
Positioning introduces to client's perception of the place a brand or product occupies
within a market segment. In certain market, position is accomplished by associating the
advantages of a brand with the life style or wants of the segments. Positioning of an organisation
involves the differentiation of the business's offerings from the rivalry by developing or implying
a comparison in way of particular attributes. Positioning refers to the marketing idea that outlines
what an organisation should do to market its services or products to its clients. In positioning,
marketing department of an organisation develops an effective image for the brand or product

based on its audience or customers. This is developed via the use of product, price, place and
promotion.
As per the view of Uddin I. (2018), one of the efficient and relevant marketing strategies
now these days is STP that considers three stages marketing strategic activity. This splendid
marketing model is the second widely adopted tool only beaten by the popular SWOT/TOWS
analysis. In diverse cases, marketers have to create a marketing communication plan in reference
to prioritise propositions and then set up and offer reliable and personalised information to get
the attention of different users and clients. In this situation, the STP analysis plays an effective
and critical role. Moreover, the model also focuses on the commercial efficiency by selecting the
most essential segments for an establishment like Cadbury (Wuryandani, Ismoyowati and
Nugrahini, 2018). By segregating the market in to segments, marketing administrators can obtain
an effective understanding of the demands and desire of target audiences. It helps them to modify
or to tailor he firm’s marketing practices more appropriately and responsibly to the individual
customer’s likings. Segmentation marketing supports business in attaining and surpassing their
target audience’s needs. It may also permit them to measure the rival’s capability and
weaknesses. In this manner, they could discover business growth options in markets that were nit
provided well so effective marketing segmentation is required for evaluation, sustainability,
openness, action ability and others.
Targeting is an action of measuring the attractive of the customer segments and analysing
how to get attention of customers. An establishment like Cadbury choice of customer segment
widely based on the commodity and facility they are providing. It also analyses the marketing
strategy the firm will employ. Markets that are undiversified are suitable for mass marketing.
Whether an organisation determines to enter one or more segments may also base on its assets. If
these are restricted, it may be effective served to concentrate on one or a few smaller segments
that acknowledged as niche market. Positioning and segmentation is highly associated and based
on each other (Shah, Azhar and Bhutto, 2019). Positioning is the activity of coordinating or a
commodity to occupy a clear, distinctive and desirable place associate to competing goods in the
minds of consumers depends on the differentiation. The position of product is the one and main
thing that a customer would think of hearing the name of it. This position should be selected so
that it is differentiated from other rivalry commodities to the high level possible and direct the
greatest benefit in the target market. Thus, the firm should first find out potential consumer value

differentiation that offer rivalry benefits on that the position can be built on. After the firm has
selected a desired position, it can consider the phases required to deliver and communicate that
post to target customer by differentiation. If the expected position to be seen as the cheapest
good in the marketplace, the product should be distinguished by an unusually low cost.
On the other hand, market segmentation is an effective activity of classifying a business
market or broad consumer, especially consisting of existing as well as potential clients, into sub-
group of clients. In segmenting or dividing markets, investigators typically observe for common
characteristic including shared needs, similar lifestyles, common interests or even similar
demographic profiles. The entire aim and purpose of segmentation is to recognise high yield
segments. Additionally, segmentations mean to classified the marketplace into segments or parts,
which are accessible, actionable, profitable, definable and have a development potential. In
other words, an organisation would analysis it not possible to target the whole market, because of
cost, time and effort restrictions.
Targeting refers as an advertising mechanism that permits an organisation to segment
some customers, who meet an outlined set of criteria, from the common customer. It support an
enterprise in increment of effectiveness of the campaign. It is also applied in e-marketing for
segmentation. Targeting is important for company because without proper targeting strategy,
product promotion of business is doomed to failure. In order to sell successfully, firstly company
require understanding who their selling to, and then getting the most appropriate techniques and
strategies for each segment. With an effective plan, company will be capable to reach some goals
including attract quality leads, stay competitive, improve their services and products etc.
Therefore, targeting is important part of the business growth and success in customer's mind and
in marketplace.
Positioning is outlined as the conceptual place an organisation wants to own in the mind
of target consumers. An effective and essential brand positioning strategy will help an
organisation in maximisation of competitive distinctiveness and customer relevancy, in
increasing brand value. Positioning of company is important for them in attraction of large
customers that results in higher growth and success. Market positioning introduces to the
systematic process of setting the effective identity or image of a product or brand so that
customers perceive it in a different way.

Therefore, segmentation, targeting and positioning are important strategies for an
organisation in attainment of competitive advantages easily. Segmentation, targeting and
positioning supports an organisation in understanding the wants and requirements of its targeted
customers. Segmentation of market also supports in positioning and targeting its products.
To ensure that they are able to perform their services in an adequate manner, firm has
opted to make use of STP (Segmentation, targetting & positioning) which denotes fundamental
concept within marketing success. This is liable for guiding Cadbury within development and
execution of adequate marketing mix.
As per the diagram, the STP process will lead organisation within improvisation of
marketing mix of designs. This collectively leads to creation of product positioning that in turn
appeals to their target market customers. This acts like a fundamental concept within the
understanding of marketing as well as strategies of organisation.
Segmentation: The process associated with subdividing market within different subsets
of consumers which behave in identical manner or comprises of identical needs then it is referred
to as segmentation. In this case, each subset might be chosen conceivably like a market target
that has to be chosen like a market target that has to be reached with unlike marketing strategies.
This is carried out for making adjustment within marketing program through which customer
differences can be recognised (Demidova, Gusarova and Kulachinskaya, 2020). The
segmentation will aid within improvisation of branding, better distribution, enhanced
advertisements and better distributions. Cadbury can do this by taking into consideration
different variable, they are illustrated below:
Illustration 1: The STP Process

 Demographic:This segmentation is based on the income status of customers. For this,
Cadbury has divided their products into two category including premium products and
basic products. In premium product, there are certain products produce by Cadbury
including Dairy milk silk, Dairy milk glow and many others. In basic products, there are
also different types of products such as Dairy milk, Dairy milk shots etc. Psychographic: Segmentation of Cadbury dairy milks product is done on the basis of
'size' as large blocks, small blocks, bars. Behavioural: Such type of segmentation is divided into three areas which are occasions,
gifts and user status. In occasions, Dairy milk product has changed the scenario oh having
chocolates from having it casually to occasionally (Waller, 2020). Along with this, large
number of peoples are give Dairy milk chocolates as a gifts on various occasions. Under
user status, there are commonly the regular customers found in the user status of Cadbury
Dairy milk. Behavioural segmentation is also divided into occasion segmentation and in
this segmentation, celebration, after dinner as dessert etc. are main types. Geographic segmentation: Under this type of segmentation, Cadbury products are
classified into different areas such as rural, urban and semi urban.
Targeting: Cadbury the chocolate leader and aim is to target children between the age
group of 5-10 who consume chocolate the most. Along with this, the target customers of the
Dairy Milk have been from advertisement to advertisement and time-to-time.
Positioning: Cadbury provides a friendly, contemporary and warn environment where
customers or users can includes themselves with the chocolate of Cadbury. In order to make sure
this premium position, company set out to distinguish the experience from chocolate retailers and
coffee shops on the high streets as well as in shopping centres/malls (Astuti, Saudi and Sinaga,
2020).
What will be the dependence of targeting and positioning over activity of segmentation in
effective implementation of Segmentation, Targeting and positioning?
According to the DIXIT 2020, Targeting and positioning allows an organisation to
develop marketing strategy to effectively target individuals from mass market as to satisfy them
with organisational offerings. With the help of this business organisation can gain significant
benefits and can further assure more growth and long term advantages. It has been evaluated that
targeting and positioning is having higher amount of dependency upon activity of segmentation.

As it has been identified that it is essential for an entity to target customers for more growth and
development, for this they are required to evaluate market on the basis of various factors. In
terms with Cadbury, this has been evaluated that entity by conducting PEST analysis can
significantly identify various form of opportunities as well as threat upon organisational
functions (SEGMENTATION – TARGETING – POSITIONING. 2020). While if it is talked about
positioning, this has been duly determined that in this management of Cadbury can undertake use
of marketing mix, positioning map and unique selling proposition. With the help of this
respective organisation can effectively position their offering in market. Further as per according
to organisation size of Cadbury it has been evaluated that entity is a multinational organisation.
Thus, it becomes essential for company management to target large market. In addition to this
entity is also required to anticipate that their profits must exceed their input cost. Every target
market is required to be accessible to team in order to ensure that all the essential and required
informations are being provided to customers in target market accordingly.
As per the view presented by Das 2020, Cadbury is also required to position their
products and services in target market in a well defined and effective manner, for this entity must
ensure that they have formulated propositioning objectives. In addition to this company must
also develop positioning strategy by involving three essential elements that are competitive
advantage, customer targets and competitors targets. Thus, according to the above mentioned
evaluation it has been evaluated that it is important for respective organisation to effectively
emphasise upon targeting and positioning as it is having great dependency upon segmentation
activity. With the help of this entity can effectively place their services as well as products in
efficient manner in marketplace.
As per the view point of Li and Soulivanh, 2020 it is being determined that there are
various ways through which Cadbury can use targeting and positioning method for efficient form
of implementation of segmentation, targeting and positioning. For instance with the assistance of
Pest evaluation entity can effectively able to determine different type of factors like political,
economic, socio-cultural and technology (Demidova, Gusarova and Kulachinskaya, 2020). It will
significantly assist entity to overcome any form of analysis and further facilitate them to
formulate goals through which they can gain more economic advantages. Thus, according to
analysis this is being evaluated that both the process targeting and positioning allow Cadbury to
undertake the process of segmentation as in this they are required to segment customers in a

market segment according to demographic factors like eduction, gender, occupation and more.
Segmentation is also required to be done of the basis of following factors like geographic,
psycho graphic and behavioural (The Importance of Targeting in Marketing (And How to Include
It in Your Strategy 2020). Thus, according to the above mentioned analysis this is being
evaluated that positioning as well as targeting plays crucial role through which target customers
can be duly identified as per according to various factors like competitive resources, needs and
demand of customers and more. Positioning allow entity to effectively understand needs of
consumers through which entity can take use of right channels of communication to provide key
messages to customers. Further this is being identified that with the help of positioning
management of Cadbury can effectively differentiate their products as well as services from
other competitors. In addition to this, it also facilitate towards building more deeper customer
loyalty. Along with this, it also aid entity to stay focused through which more opportunities can
be evaluated for future growth (Dicky and Mansoor, 2020). As this has been determined that
with the formative assistance of targeting entity can make themselves more specific about
direction, marketing strategies as well as initiatives.
Market positioning is a capability to impact the customer perception toward the products
and services which are offered by the firm with the purpose of fulfilling and providing
satisfaction to their needs and demands. The objective of market positioning is to set up the
image or identity f a brand or commodity so that customer perceives it in a certain manner. In
context of Cadbury to build a effective and good position in market, the firm can consider diver
market position strategies and approaches like innovative product quality, changing price of
committees and many more. By adding certain characteristics and beneficial value in its current
products they can make an immense market position. log with by changing price of commodities
and adopting or implementing innovative pricing strategies they can reserve a effective brand
position. By offering quality products to its customer can also help in providing a good market
position as now these days people are ready to efficient quality commodities which have some
value (Zhang and Wang, 2019). In addition to this, due to having information an awarding with
the needs of target audiences, the firm can offer goods and services according to them. It help in
fulfilling and providing satisfaction to customers’ needs and establishing a better and appropriate
market position.

While if it is talked about effective positioning it has been signified that with the help of
good postponing organisation can more effectively learn about their organisational offerings?
Along with this, this is being determined that it is important for Cadbury to effectively undertake
the process of positioning in order, for this they are required to undertake advantage of
conceptual idea and make sure that it is not copied. As differentiation is a most important aspect
with the help of which more competitive advancements can be gained. Thus, in accordance with
the above mentioned evaluation it has been evaluated that it is essential for Cadbury management
to ensure that they take advantage of good positioning and it must be unique from other rivals.
Along with this their positioning statement is also required to be believable and target actual
need or preferences of customers. For instance, now day’s customers are looking forward
towards more healthy options and lower sugar intake. Thus, as to gain more competitive edge in
respective industrial sector it is essential for Cadbury to offer their customers with low sugar
products. In addition to this as to reach out to more number of customers it is essential for entity
to undertake significant advantage of various forms of marketing communications as well as
sales presentations especially on digital platforms (Dicky and Mansoor, 2020). For this cadbury
management must create sample marketing materials such as web site content, press release, e-
mail etc. in order to effectively test usability. Thus, by undertaking all these measures into
consideration and effectively emphasising upon targeting and postponing respective entity can
implement segmentation, targeting and positioning in best effective manner. It will further assure
them to have higher productivity and productivity. Along with this, with the help of this they can
also ensure their long term sustainable growth and higher competitive advancements.
How Segmentation, Targeting and positioning strategies help Cadbury in improving its business
performance within confectionery industry?
As per the view point of Kaul (2019), It can be said that conducting frequent STP is
helpful in improving the business performance. The justification for the same is that application
of STP for Cadbury will be helpful in enhancing value and improves the effectiveness and
efficiency of marketing activities which are conducted at Cadbury. This approach is easier to
apply for an organisation. It begins with dividing or segmenting the market into clusters
considering their favourable characteristics. Further, out of the clusters the most suitable ones are
chosen and targetted with marketing strategies and initiatives by the business. The marketing

initiatives are formed in the manner that they create a distinct identity of the business in the
minds of consumers.
As per the opinion of Slyuta and et. al., (2019), STP promotes in identification of needs
and wants of the consumers and fulfilling the same with value proposition. Their needs, values
and lifestyle are taken into consideration so there is a lower chances of upsetting the target
audience. The continuous focus on profitable and valuable market segments promotes the
chances of attaining success in the market. When the consumers will be able to relate to the
promotional programs they will be persuaded to buy more of company's products resulting in
higher profitability. Therefore it can be finally said that value proposition and tailored marketing
are the key contributors to the success of a business.
According to Achieng, (2018), strategy denotes actions that are being taken by managers
for attainment of one or more goals of organisation. This involves integration of organisational
activities by utilisation and allocation of scarce resources in the organisational environment for
attainment of present objectives. While formulation of strategy, this is crucial to take into
consideration all other associated aspects in order to ensure that purpose behind their
development can be attained in precise manner. In context of Cadbury, the strategy is significant
as this will enable them to foresee the future probabilities. This will enable them to have a
perfect foresight to handle uncertain events that comprises of business environment. These will
assist them within long term developments instead of depending on peculiar routine operations,
this implies that it will enable them to deal with certain probability of new products or bringing
in innovations in future. They acts as a well defined roadmap for organisation that aids them in
attainment of their goals and objectives as per desired standards & time frame. It implies a plan
or method that is utilised to bring in desired solution for grabbing ample of customers.
Segmenting, Targeting and Positioning is a process which consists of three level. The first stage
tells about the nature of the customers with their needs which exist in the market. The next stage
is targeting the segments. The last stage includes implementing the necessary strategies to
optimize the products or services.
Regarding Cadbury the various types of advertisements is creating excitement in the
mind of customers. Also they are showing such advertisements regarding their brand which is
creating a significant impact upon the the mind and heart of the people as their advertisements
are shown in such a manner which help people to memorize it easily. Initially when it was started

the more focus of the Cadbury was upon child but later on it started a tag line which states that
“Everyone has a child Inside” which was an indicative that everybody craves for a chocolate.
The strategies which has been implemented by the Cadbury in starting has changed considerably
as earlier the focus was only upon the children but now the adults are also being focussed. Also
in the initial stage it started its business just as a company who makes chocolates but now that
concept also has been changed to dessert. This has been done because Cadbury knows that sweet
is an integral part of most of the nations which is done to attract more customers.
The Cadbury is trying to attract more people by focussing upon the new customers who
are low income consumers (Widhaningrat, 2020). This UK based company is trying to make this
candy affordable for all the segments of the society by introducing various variety which can be
purchased by those people also who earn less. As per the CEO of Cadbury they are
implementing these strategies so that they can reach people who does not live in the cities and
want to purchase product for low price. Also Cadbury has developed its products in such a way
that it tastes differently from the products of its other competitors. It also lead in appealing more
customers.
Positioning a brand is that aspect of the brand which is majorly inclined towards targeting
the audience. There is a strong relation between the brand image of the product and perception of
people towards it. While deciding a best positioning strategy of a product it is must that the
manufacturers of the product must establish a distinctive identity of the product in the eyes of the
consumers. It will help the business to distinguish its product from other competitors in the
market and will give edge over the other substitute products. Regarding Cadbury it holds a
distinct image in the eyes of its consumers regarding its products. The Cadbury has achieved
such a brand value in the market that it is very difficult for other competitors to compete with it
(Islam, 2020). They have positioned their taste of products in such a manner that people from all
over the globe wants to experience the taste of their products.
There is different importance of segmentation, targeting and positioning for Cadbury in
improvement of its business performance. These importance are attract the right customers, helps
in customer retention, customer delight, decrease the cost of the company by not marketing the
products or services where its not needed, increase marketing efficiency, best utilise an
organisation's finite resources etc. These are major importance of segmentation, targeting and
positioning that helps Cadbury in accomplishment of competitive advantages within less period

of time. Segmentation splits customers into groups with similar wants and needs to optimum
utilisation of firm's finite resources via buyers based marketing.
According to Cousins J. (2018), STP model help in developing the business of the firm
by offering several kind of competitive benefits by improving an establishment like Cadbury’s
competitive position at particular marketplace. Along with this, by suggesting direction and
concentrates for marketing plan of action considering targeted advertising, new product
development and brand differentiation by assigning or distributing assets to target segments. This
model also helps in finding out market development options by making identification of new
target audiences or product utilises. STP analysis also crucial for appropriate and adequate
matching of organisation assets to target market segments that promise the highest return on
marketing investment. The organisation should thus always utilise and implement STP model as
a starting point instead of simply developing a commodity and then identifying the right
consumer to sell it to. By considering and following the process of segmentation, targeting and
positioning, clear picture of the needs and demands of the consumers is acquired that serves as a
foundation for improving suitable resolutions to unique consumer issues.
This concept makes development and improvement in the business of establishment like
Cadbury, by permitting the firm to maximise the sales by explaining accurate target market and
then positioning commodities instantly are these segments and sections. It assist the firm to find
out gaps in the market in term of occurring change in consumers’ needs and preferences and well
as changing trends of market. It is crucial to avoid wastage of find and capital by promoting to
the whole marketplace. The segmentation, targeting and positioning model is one of the most
crucial and valuable marketing activity that can assist the respective firm determine their target
audiences and how they can market to them, It will test and monitor the ability and capacity of
enterprise to get under the skin of customer and investigation where gaps might presence in the
market. It assures the market is large enough to matter and assets the organisations present a
inducing offer that consumer are not capable to refuse.

RESEARCH METHODOLOGY
Research methodology is important and significant process followed by investigator for
gathering as well as analysing information or data about the specific area of study. Methodology
is the theoretical, systematic analysis of the tools and methods used to a field of research. In
addition, research methodology is the specific techniques, tools or procedures applied to
recognise, identify, select and evaluate data regarding a topic. This chapter of dissertation intends
to explains regarding how exactly this investigation is going to attain the stated objectives. In
order to response the research questions as well as also to determine the answer to the projected
issue investigator gathers data using some methods and techniques. Therefore, research
methodology is an effective way that supports investigator to solve the study issues in systematic
manner. In general, methodology explains regarding how the investigation is scientifically
conducted by the investigator. This chapter of the dissertation includes different tools, methods,
techniques etc. that will be useful for researcher in carrying of this dissertation over
segmentation, targeting and positioning. Some valuable methods will be explained as below:
Research philosophy: This introduces as the development of knowledge and nature of
knowledge. It is a belief regarding the way in which information regarding the specific area of
study should be collected, followed and analysed. There are three sections of research
philosophy which will be described as below: Ontology: This philosophy explains the nature of actuality. Under ontology philosophy,
three types of philosophy will be included which are objectivism, pragmatism and
constructivism. All these types of ontology philosophies distinguishes the impact of
social phenomena of various people. Epistemology: This type of philosophy is mostly applied within scientific investigation
and it assist researcher in finding the data that they can demonstrate without any doubt.
There are three types of philosophies that comes under epistemology. These are
interpretivisim, positivism and critical realism.
 Axiology: This is another type of philosophy that supports researcher to learn how
opinions and valuables impact the data collection and data analysis of the study. This
philosophy helps investigator to know the impact that opinion of respondents meters a lot
while executing an investigation.

Therefore, all these types of philosophies are essential but for doing present investigation
on segmentation, targeting and positioning, epistemology philosophy is more valuable. In this
research philosophy, interpretivisim philosophy is useful because it helps investigator in
gathering and analysing of secondary data effectively. Main reason regarding using
interpretivisim philosophy is it focus on secondary information and also support researcher in
gaining valuable results in effective and efficient manner (Mruck and Mey, 2019). On the other
hand, positivism and critical realism philosophies are not useful for doing present investigation
because it emphasis on primary information that takes more time and cost of researcher.
Research approach: This is a process of data analysis. There are two effective
approaches of analysing information about the specific field of research. Name of these
approaches are deductive and inductive. All these approaches helps researcher in analysing of
qualitative or quantitative information about the topic. These approaches will be described as
below: Inductive approach: This approach allows researcher to develop a theory rather than
follow a pre-existing one as within the deductive. This approach of research is used for
qualitative research that will support investigator in analysing of secondary information
about the study.
 Deductive approach: This is another approach of data analysis that is based on
quantitative gathered information. This approach of the study develops the hypotheses on
a pre-existing theory as well as formulates the study approach to test it. This approach
uses questionnaire to develop an understanding or knowingness of observation that
allows researcher to compare various understanding of the respondents through empirical
data.
Therefore, both deductive and inductive approach are useful in analysing of data.
According to the present investigation, inductive approach is more suitable because it
facilitate investigator in analysing of secondary information regarding the importance of
Segmentation, Targeting and positioning strategy for improving business performance of an
organisation within confectionery industry. Deductive is another type of approach that will be
not valuable and useful within an investigation because its requires primary data that results in
maximum time as well as cost (Ospina, Esteve and Lee, 2018).

Research strategy: This is essential for investigator in gathering of information from
number of research strategies. These strategies are experimental, survey, case study, action
research, systematic literature review etc. All these strategies are essential that will be described
as below: Experimental: This introduces to the strategy of developing a research procedures that
investigate the outputs of an experiment against the anticipated outcomes. Survey: This is another strategy that will help researcher in gathering of primary
information. This strategy is related with the deductive approach. This strategy involve
sampling and helps researcher in gathering of quantitative and primary information from
the respondents. Case study: This is another strategy that helps researcher in gathering of secondary
information from company's website. Case study investigation is the categorization of a
individual part in order to set up its key features as well as draw generalizations.
 Systematic literature review: This is another effective strategy of secondary data
collection. In this strategy, researcher will need of following different number of
secondary sources including magazines, books, publication study etc. In this strategy,
number of authors provided their opinion or view regarding the topic.
Therefore, above mentioned all these are important strategies of data collection. In order
to gather secondary information or data regarding the significance of segmentation, targeting and
positioning, systematic literature review is suitable and appropriate strategy for the investigator.
For this strategy, researcher requires in using of secondary sources such as journals, magazines,
articles etc. These sources helps researcher in gathering of secondary information effectively and
systematically (Roberts, Dowell and Nie, 2019).
Research choice: There are various choice of the research for researcher including mono,
mixed and multi-mixed. All these are effective choice of the research that will support researcher
in collecting and analysing of qualitative and quantitative information. All these types of
research choice will be explained as below: Mono method: This method helps investigator in collecting of one type of data, that is
following qualitative or quantitative methodology. Mixed method: This is another method that support investigator in collecting of both type
of information which are qualitative and quantitative.

 Multi-method: This method is related with the mixed method and also helps investigator
in gathering of qualitative as well as quantitative information.
Therefore, above mentioned all choice are effective for investigator in gathering of
information about the study. Within an investigation, mono choice of the research is more useful
that will be used by investigator. In this choice, researcher will use qualitative method because it
support investigator in collecting valid and accurate data regarding the segmentation, targeting
and positioning, and its importance in improvement of business performance. On the other hand,
quantitative method under mono choice is not effective because it is based on primary data that
will be not useful within an investigation because it takes more time (Janis and et. al., 2020).
Research design: This is important for investigator because it helps them in identification
of research problem effectively. It is the effective framework of research techniques and methods
selected by investigator. There are different types of research design which are descriptive,
experimental and exploratory. All these designs of the research will be described as below: Descriptive research design: Aim of this design is to explain a situation, population or
phenomenon in accurate and systematic manner. This design can use a different variety
of research methods or techniques to research one or more variables.
 Exploratory research design: This introduces to the process of studying a issue that has
not been investigated or thoroughly studied in the past (Mohajan, 2018). This is normally
organised to have an accurate understanding or knowingness of exiting problem. This is a
type of study that strictly match to a scientific research design:
Thus, above explained all these types of research design are essential and effective. In
order to conduct present investigation on segmentation, targetting and positioning, exploratory
type of research design is more suitable and application. This design will support investigator in
analysing of research information from the existing secondary sources including magazines,
books, journals etc. Therefore, exploratory research design will be essential and significant for
investigator in getting of valid outcomes within less time (Fusch, Fusch and Ness, 2018).
Research Time horizon: Time is significant part of methodology because it support
investigator in completion of each activity of research timely as well as systematically. There are
two essential approaches of time horizon are known as cross-sectional and longitudinal. Both
approaches are time horizon will be described as below:

 Cross-sectional time approach: This approach is the one that already implanted, whereby
the information must be gathered. This is followed when the research is obsessed with the
investigation of a specific phenomenon at a particular time.
 Longitudinal time approach: This approach of time horizon for data collection
introduces to the gathering of information repeatedly on an extended time duration, and is
applied where an essential factor for the investigation is analysing change over time
Therefore, both approaches of time horizon are important in completion of research in
time provided to the investigator. Within a current investigation, cross-sectional time horizon is
more useful and valuable for investigator because it support them in completion of full project
within given time period. On the other side, longitudinal approach of time takes maximum time
in completion of dissertation. As this approach is not useful and valuable for investigator
(Litosseliti, 2018).
Data collection: This refers to the process of gathering data about the field of study.
There are two effective sources of data collection known as primary and secondary. These
sources will be described as below in detailed manner: Primary data collection: In order to gather primary information, there will be need for
using different techniques including observation, interview, questionnaire, focus group,
modelling and many others. All these are more effective tools or techniques of primary
data collection for researcher.
 Secondary data collection: This is also consider important method of data collection.
There are number of sources for collection of secondary information regarding specific
area of study. These sources are magazines, books, articles, publication research etc. All
these are important in gathering of secondary information about the topic (Basias and
Pollalis, 2018).
Thus, primary and secondary sources of data collection are useful and valuable in
conducting of any type of research. In order to carry out present investigation on segmentation,
targetting and positioning, secondary sources of data collection will be used by investigator
because these support investigator in gaining of valid outcomes within minimum time period
(Tracy, 2019).
Data analysis: This introduces to the process of analysing or evaluating information
about the topic. Within an investigation, inductive approach will be followed by researcher for

analysing secondary information effectively. Along with this, there is also requirement for using
analytical technique which is thematic analysis. This is an important and useful technique of
analysing secondary information gathered for literature review from various sources including
articles, books, magazines, publication study and many more (Daniel, 2019). For thematic
analysis, researcher will require to make some themes according to the research objectives. This
will support investigator in analysing of information systematically and effectively.
Research ethics: This is important section of the investigation because it support
researcher in completion of each and every activity of dissertation in ethical manner. There are
different principles of research ethics that must be following within an investigation. These are
honesty, integrity, openness, confidentiality, responsible publication, objectivity etc. All these
main principles that must be apply by researcher within an investigation (Ngozwana, 2018).
There are also different number of ethical issues in secondary research including information
must be de-defined before release to the investigator, consent of research subjects can be
moderately presumed, outcomes of data analysis must not permit re-identifying participants, use
of the information must not output in any distress or damage etc. These are major ethical issues
that directly impact on researcher while completion of each activity of dissertation.
Research limitations: There are several limitations of the secondary research such as
data or information about the topic may not be accurate, secondary information can be vague and
general as well as may nor really support companies with decision making, information may be
out of data and old, sample used to generate the secondary information may be small, company
publishing the information may not be reputable etc. These are consider major limitations that
have impact on investigator in research completion (Olani, 2017).
Summary of the chapter:
Therefore, all these are effective methods, approaches, philosophies etc. and helps
researcher in collection of secondary information within less period of time. Inductive approach,
interpretivisim research philosophy, systematic literature review etc. are essential and useful for
investigator in gathering and analysing of secondary information systematically. With the use of
these, researcher can easily attain research aim and objectives as well as complete full
dissertation in systematic and successfully.

Results and Discussion
This is another chapter that will support researcher in analysing of information or data
regarding the topic. Data analysis refers to the essential process of analysing qualitative or
quantitative information through specific techniques. Present investigation is based on secondary
research that helps researcher in analysing of qualitative and secondary data gathered for
literature review (OLAMIDE, 2016). Secondary sources of data collection are useful for
researcher in analysing of secondary information systematically. Thematic analysis is an
analytical tool that will be used by investigator for analysing secondary or qualitative
information within less time period. In this technique, researcher will require to make themes
according to the research objectives that results in completion of research aim. There are some
themes according to the research objectives. These will be discussed as below:
Theme 1: Understanding about the Segmentation, Targeting and positioning strategy in
context of an organisation.
As per the secondary data that is literature review, it is discussed that segmentation targeting
and positioning is considered as a strategic approach in the modern market and prominently
applied within the marketing models. It is helpful in order to create Marketing Communication
plan that is helpful for the marketers of Cadbury to prioritise their prepositions and develop
personalized and prominent messages in terms of involving various types of audience (Ochoo,
2018). In regard of Cadbury it is important to understand about the market segment as which
segment company want to target and considered as the profitable area. In terms of this market
segmentation depicts categorising consumers in two same manners in which every group include
consumers that are similar to each other. Every group of consumer referred as the market
segment or a piece of market. In regard of this Cadbury need to select prominent market segment
for their marketing and strategy purpose then select market segment which is termed as their
target market. It is undertaken as an effective business practice for Cadbury as it helps in
dividing the target market into smaller and manageable groups of people that are based on
common ground and share optimise marketing advertising and sales effort. In regard of this
company should consider the segment of their audience with include demographic area which is
the combination of gender income age education and many more. For example currently
Cadbury launches its thank you chocolate that leads to target every individual and consider each
age group. Along with this undertaking psychographic factor it describe the personality and

emotions which is based on the behaviour of people and it is also related with their buying
behaviour which include their lifestyle personality leadership traits hobbies attitudes and so on.
For instance the celebrations of Cadbury are developed with the emotion of joy and happy
moments. Furthermore respective company also need to consider the lifestyle factors like
vacations entertainment hobbies and so on. In regard of this Cadbury need to target specific
hobbies of individuals like those people who likes to eat sweet (Sarma, 2018). Away with this
Cadbury need to segment the market for its early test which is based on demographics including
age and income and the segment of the market which is based on consumer’s price sensitivity. In
modern business world the happiness of particular target market is undertaken as the specific
aspect of the marketing strategy of company in terms of this mass marketing is the prominent
and effective approach that tends to expose the organisation within the competitive area and
helps in facing various threats. Therefore with the help of analysing effective segmentation
Cadbury tends to achieve growth and success for the organisation and targeting becomes easy in
terms of gaining and achieving effective profitability and also consider various types of
Marketing concept by focusing on marketing strategies for the selected target market. Hence
Cadbury need to be more specific about their market segment then target market as for this
typically select and focus their efforts on the prominent market segment only with the help of
focused approach by exploring different market. If it is talking about target market of company,
it is evaluated that Cadbury is mainly focused on all the age group that consist of children, youth
and old age people as well. In addition to this, the company is advertise its product as a sweet
that attract large number of families which has positive impact on the sales and consumption
level of company in an effective manner. In addition to this, it is important for company to target
right market so that the performance and productivity of company is increased in an effective
manner. Moreover, appropriate target market help company to cover its cost in an effective
manner and earn higher profits properly. It is determine that every target market is needed to be
access teams which ensure that all the information is given to the target market in a proper
manner. It is discussed in the above given literature review that large organisation is require to
target the right market in a proper manner as it help them to gain higher growth and success at
marketplace which has direct impact on the market presence and share of company in an
appropriate manner. Further, it is essential for the company to first analyse the market needs and
trends along with the behaviour of customers towards brand as it help in building effective target

strategy which help company such as Cadbury to attain competitive advantage at marketplace. It
also assist company to have a look on the competitor’s strategy, which help organisation to make
more effective strategies and fight with their rivals in market and attain leading position within
the market. It is analysed that there are different ways by which company can use targeting
method that enables company to attract right customers and potential customer in an appropriate
manner. With the help of PEST analysis, it is determine that company is able to analyse the
impact of external factors on performance and productivity of organisation. In addition to this,
analysis of such environment assist an entity to decline the level of risk by developing effective
strategies and implement all the activities in a systematic and proper manner. As per the analysis,
it is evaluated that segmentation and targeting help company to achieve organisational objective
within stipulated time (Sondhi and Chawla, 2018). In case of positioning, it is basically
developing a positive mind set of people towards brand that has direct impact on the
performance of company. It is essential for company to position the brand in a proper manner so
that people can easily recognize the brand and prefer to purchase those brand only. It is evaluated
from the literature review that marketing positioning is the capability to influence the perception
of customer towards goods and services offered by company in order to satisfy customer and
fulfil their demands in an effective manner. It is determine that Cadbury develop positioning
strategies and approaches in order to develop brand in market. These are providing high quality,
affordable price of goods and so on. The company also add value to its product that can develop
immense market position in an appropriate manner. Further, it is determine that company has
conduct advertising and marketing campaign in order to attract large number of people and
increase the level of sales and profitability in an appropriate manner. Moreover, the company
make use of social media applications such as Facebook, Instagram and YouTube in order to
promote its product properly. Along with this, it also help company to reach large number of
audience within short span of time and increase the customer base level of company in an
appropriate manner. The advertisement of Cadbury is also attractive that gran the attention of
large number of people and impact positively on the performance level of company. It is
evaluated that effective positioning strategy help company to easily expand the market
operations that has direct impact on the revenue and profitability level in a positive manner.
Moreover, positioning plays an important aspect as it aid in achieving competitive advantage at
marketplace due to which an organisation gain higher growth and success in marketplace. It is

important that positioning strategy is aligned with the target market so that it satisfy the
requirements and needs of customer and develop a standard in market. It is discussed that
nowadays customer are conscious towards their health and prefer to consumer those chocolates
which is sugar free and consist of low fat. In order to gain attention of people and develop
positioning in market, it is important for Cadbury to add the number of offer that is sugar free
chocolates, which help company to raise its sales and profitability level in an appropriate
manner.
From the given secondary information, it has been discussed that STP strategy are
important for an entity to improve their business performance. It is determine that there are
various advantages associated with the segmentation, targeting and positioning strategy for the
respective company. This strategy will assist company to put the right product at right place and
in the right market that has direct impact on performance of the Cadbury. STP strategy plays
vital role and also maximise the value of product to the customers that gain the loyalty of
customer and help company to increase its customer base level in an appropriate way(Fincham,
2019). Segmentation help company to divide the whole market into different groups and
segments, targeting assist organisation to select the right target market for company whereas
positioning assist Cadbury to develop positive mind set of people towards brand in an effective
manner. It is discussed that such strategy assist in raising the performance level of company
which leads to increase in market share and profitability of Cadbury.
It has been determined that, segmentation, targeting and positioning are main strategies
for an organisation to segment their market, target customers and also maintain strong position in
marketplace. Some authors had provided their opinion regarding the segmentation, targeting and
positioning. This model is useful for company in attainment of competitive benefits and
attraction of large number of customers towards brand or product. Along with this, segmentation,
targeting and positioning are essential part of marketing because it support company in
promoting and marketing of their products or services to the customers and in market. In
addition, segmentation, targeting and positioning are significant tools of marketing followed by
company in gaining competitive benefits in the marketplace. Segmentation of market can be
executed by using societal factors including; lifestyle, geography, life stage, demographics
values, beliefs, psychographic. These are effective that support company to segment their market

according to the customers. Segmentation, targeting and positioning activities of marketing
support business to accomplish better outcomes within less period of time.
Theme 2: Dependence of targeting and positioning over activity of segmentation in effective
implementation of Segmentation, Targeting and positioning.
As per preceding discussed secondary information it is evaluated that targeting and
positioning play a significant role in business organisation to reach right customers as it is
beneficial in developing positive performance. When company target customers then they easily
serve their services to them as per their requirements (Visconti, Peñaloza and Toulouse, 2020).
As targeting and positioning of company is also contributes in establishing the competitive brand
image. This is possible by inviting more and more consumers over the products that company
actually offer to its target customers. Both aspect allow business to develop an effective strategy
to target specify customers. By this business can easily acquire all the significant benefits and at
the same time also capture competitive advantage from its competitors. Along with this, it is also
important for business to identify their target market for attaining further growth at competitive
market. For attaining the same, company is responsible for analysing market and different factors
that are includes at the time of targeting their customers.
It can be stated that both targeting and positioning is totally depend over the segmentation
of company. In this, business segment their customers in smaller group from the total market so
that they can deliver their services easily (Sahoo, 2020). This is because large number of
customers create complexities in- front of company in understanding their actual needs. Due to
this, business divide customers in different groups in which they can evaluate and analysis their
needs and wants before provide them products and services. Not every time company is focus on
complete market as it required to divide it into small segments. This type of activity is consider
as a first step that taken by organisation in setting up an appropriate market strategy. In addition
to this, company is also responsible for determining which of all segments offer best
opportunities to enhance overall growth in market place. This is the reason that, market segment
define as an effective process of divide total market into distinct groups of customers who have
different needs, behaviour, characteristic and also require different products from the business to
satisfy their demand.
For attaining higher success in market place, proper segmentation is crucial for company
because the targeting and positioning is highly depended over the same. Segmentation of

business is help in targeting the customers and also allow company in offering their products to
them in order to make them higher satisfaction. One of the main advantage of effective
segmentation is that it may increase customers base and also improve the possibilities of
establishing competitive image at wider market (Puspita, 2020). Mainly, very organization focus
on reach customers along with a appropriate marketing message of adds in order to targeting the
right market. It influence targets customers to buy company products and services according to
their needs and wants.
From the above collected information from secondary sources i.e. books, journals,
magazines etc. for literature review, it has been discussed that segmentation, targeting and
positioning are important activities for an organisation because it support them in promoting of
its products or services in marketplace. This helps company in accomplishment of its competitive
advantages within less time period. The international market has been segmented and one or
more sections have been targeted, it is important to play a way for reaching the target. Therefore,
market segmentation, targeting and positioning of product are related with each other.
Segmentation of market is followed by targeting marketing and product positioning. Usually
segmentation of market and positioning are followed together. This helped company in attracting
of large number of customers and also attainment of competitive benefits easily (Aramendia-
Muneta, 2020).
Along with this, targeting and positioning of the company is completely depends of
segmentation activities. Market segmentation is the systematic process of segmenting an entire
marketplace into district sub-sets of consumers that behave within the similar way or have same
requirements. Targeting is the act of analysing as well as comparing the known groups of
customers and then selecting one or more of them with highest potential. Market positioning is
the product location in the customer's mind (Bhattacharyya, Krishna and Premi, 2020). Thus,
targeting and positioning not done without market segmentation. For example: segmentation of
Apple Inc. is segmented into higher class group that effects on targeting It means target group of
the company is also belong with higher income level of people that turn to impact over business
positioning. Another example is Oppo, segmentation of this brand is related with the lower and
middle class people. Target customers of there is also lower to middle class people, those don't
have to purchase Apple phone. Therefore, these are best examples that define the dependence of
targeting and positioning over segmentation activities. According to the Cadbury, they segment

their market into all types of group such as lower, middle and higher. These are also known as
main target customers of the company.
Along with this, by segmenting all groups of the customers helps them in improving its
brand or product positioning. Along with this, market segmentation is important for Cadbury
because it helps them in targeting customers and also maintaining strong brand position in
marketplace as well as in customer's mind. Market segmentation and targeting introduces to the
process of distinguishing an organisation's potential customers, selecting the clients to pursue
and developing strong value of importance for targeted customers. It is accomplished via the
process of segmentation, targeting and positioning (DIXIT, 2020). Market segmentation helps
Cadbury to determine and acquire targeted or key customers. In this, targeted customers can put
into segments that is based in lifestyle, demographics and location. Along with this,
segmentation and targeting influence an organisational strategy for communication, customer
management and pricing. Segmentation is important for business to segment their market
according to the customers that results in better advantages and higher growth in marketplace.
Theme 3: Significance of Segmentation, Targeting and positioning strategy in improving
business performance of Cadbury.
From the above mentioned secondary information, it has been discussed that
segmentation, targeting and positioning strategies are significant and essential for an organisation
by improving their business performance. There are number of advantages for using
segmentation, targeting and positioning strategies for Cadbury (Achieng, 2018). STP plays an
essential role to acquire right customers. Segmentation, targeting and positioning are effective
tools that will help an organisation to align their products and services to the right customers.
Along with this, segmentation splits customers into groups with same requirements and wants to
optimum utilise a finite resources of company through buyer based marketing. This tool is
essential for company in segmenting of market into small groups. From the above data collected
for literature review, it has been determined that, there are different advantages of segmentation,
targeting and positioning for Cadbury that will be described as below:
Informs product development: Market segmentation helps Cadbury to develop quality
product that meet the needs and wants of customers. This will assist them in increment of
customer base within less time period. This will also support them in segmenting of product and
market into different parts that results in higher growth and success in marketplace. Company

must design their products according to the requirements and wants of customers that assist them
in making of customers more happier towards the brand (Gitau, 2019).
Improve business focus: Segmentation of market can also support Cadbury to emphasis
their efforts, which make then to develop an effective brand identity as well as specialise in a
specific type of products. Therefore, segmentation is essential strategy for Cadbury in
improvement of its business performance and also in attraction of large number of costumers in
less time period (Kamun, 2019).
Target market keeps competitive: Main target customers of Cadbury under the age group
of 11 to 18 year old. This is important for company in accomplishment of competitive benefits
within less time period. By emphasising binding on a target market, Cadbury can set-up itself as
an expert on the requirements and wants of that group. It is capable to react speedily to
modifications in their opinions or interests, as well as attract large number of clients easily
(KAZEEM, 2018).
Target marketing creates Brand Loyalty: Targeting is an essential strategy for Cadbury
because it support them in creating of strong brand loyalty in marketplace and in the mind of
customers. Targeting within marketing serves consumers and brands. It enhances marketing
strategies as well as audience experiences. This also support Cadbury in building of brand
loyalty and awareness, and even tracks to quality products and services. This assist company to
gain long term goals and objectives in limited time duration (KHARBANDA, 2017).
Brand positioning makes it easier for customer to buy from them: Cadbury has a strong
brand positioning in marketplace that results in higher customer base and also improved brand
image in customer's mind and in marketplace. Due to having better quality of chocolates,
company have strong positioning in market that helps them in improvement of its business
performance (Ndung’u, 2015).
Target market build trust: It is important for business organization to identify their target
market because it help company in developing appropriate marketing strategies. By this, business
can easily communicate with their customers and analysis their actual demand. In context of
Cadbury, target market also support in building trust among customers towards the company
offerings. As target market share different characteristics on the basis of company deliver their
services. Mainly, characteristics is refers to the age, income level of customer, gender, behaviour
and many more. This can be beneficial in determining actual needs of the consumers which

directly contributes in increasing profitability level of the company at market place. This is the
reason that Cadbury is responsible for determining their targets market before serving their
quality services in market place. If company can identify their target market then they easily
make effective advertising in order to increase their awareness towards the specified services that
company is offered (Rosyida and et. al., 2020). Along with this, it is also support in inviting
more and more customers over the Cadbury and at the same time also buy its products in order to
satisfy their needs and wants. One of the main benefit of targets market is to build positive
relation with customers so that they can easily increase their customers base and attain
competitive advantage from its competitors.
Summary of the chapter: Results and discussion is important chapter of dissertation
because it supported researcher in analysing of information collected from secondary sources
such as articles, magazines, books, publication research etc. These are effective sources for
sources in collection of secondary data. For this section, thematic analyse used by researcher that
was effective for researcher. This helped investigator in accomplishment of research aim and
objectives easily and systematically.

Conclusion and recommendations
Conclusion: From the above mentioned information, it has been concluded that
segmentation, targeting and positioning are main business strategies because it helps them in
maximisation of customer base and also in improvement of brand image in marketplace. From
the above findings it has been proof that STP is a marketing tool used by company for
segmenting market into small group, targeting customers and maintaining strong position in
customer's mind and in also marketplace. STP are more useful and valuable for company in
marketing of its products and services successfully. This tool is related with the market research
and market research that supported an organisation in accomplishment of its competitive
advantages within minimum time period. Segmentation, targeting and positioning uses
information or data regarding the current market size, potential customers, concentration of
customer base for specific product and purchase decision process of customers that collected
from marketing and market research for making the product or services successful. Market
segmentation divided in form of different types including behavioural, demographic,
psychographic and geographical differences. These are major types that were supported company
in attraction of large number of customers easily. Along with this, by segmenting market of
chocolates into small groups, there are different benefits gained by company. These are lower
marketing expenses, target marketing communications, better matching of customer needs,
gained major portion of the market segment, enhanced profit for business, better opportunities
for growth, increased effectiveness in market campaign, improved customer satisfaction, etc. All
these are major benefits that supported company in improvement of its growth and success
within confectionery industry.
Different methods used by researcher for collecting secondary information regarding the
topic. Literature review is done by using number of secondary sources including books, articles,
magazines, publication research and many others. These sources helped researcher in gathering
of secondary information in accurate and systematic manner. Along with this, secondary sources
of data collection are useful and effective for investigator in accomplishment of research aim and
objectives easily. In methodology section, interpretivisim philosophy, inductive approach,
research strategy etc. methods used by investigator. These supported them in collecting and
analysing of secondary information regarding current topic. Thematic analysis as an analytical
tool used by researcher for analysing secondary information effectively. In this method,

researcher created themes according to the research objectives. This turn to helped in analysing
of data systematically and accurately. Thus, secondary methods, sources and tools helped
investigator in collecting as well as analysing of secondary information.
From the above findings and discussion, it has been summarised that segmentation,
targeting and positioning helped company in improvement of its brand image, increasing of
customers base, increasing sales and market ratio etc. Thus, STP is useful for company in
development of its growth and success within minimum time period. Along with this, there are
three objectives that were accomplished through secondary sources of data collection. First
objective is related with the basic understanding about the Segmentation, Targeting and
positioning strategy in context of an organisation. This objective is achieved by using books,
articles and many other sources. Second objective of the study is related with the dependence of
targeting and positioning over activity of segmentation in effective implementation of
Segmentation, Targeting and positioning. This objective is attained by investigator by following
different number of secondary sources for literature review. These sources are magazines, books
etc. At last, third objective of the dissertation is linked with the significance of Segmentation,
Targeting and positioning strategy in improving business performance of Cadbury. In order to
attain this objective, interpretivisim research philosophy, inductive approach of the study,
different number of secondary sources including articles, magazines, books etc. used by
researcher. Therefore, different methods, tools, techniques used by investigator in
accomplishment of the aim and objectives of the research.
Recommendations: From the above mentioned data, it has been recommended that
segmentation, targeting and positioning are useful and effective strategies of marketing. These
strategies helped Cadbury in promoting of products or services, improving of brand image,
attracting of large number of customers and in many ways. These assist company in
accomplishment of competitive advantages easily and within minimum time period. There are
some useful and variable recommendations to the Cadbury in attainment of competitive benefits
through segmentation, targeting and positioning. These ways will be explained as below: Following steps of STP in appropriate manner: Segmentation, targeting and positioning
has three steps that will be followed by Cadbury in appropriate manner. These steps are
segment of market, targeting of best customers and positioning of their offerings. With
the helps of these steps, Cadbury can easily easily increase larger customer base,

improves their brand positioning and also achieve competitive advantages or benefits
easily. There are number of ways for Cadbury to segment their market. These are
demographic, geographic, behavioural and psychographic. These are most effective and
essential ways for company in segmenting of their marketplace. This support them in
attainment of long term goals and objectives easily. Targeting of best customers will also
helps Cadbury in improvement of its brand image and goodwill in marketplace and also
in customer's mind that results in higher growth and success at international level.
Positioning is completely depends on offering of company. Cadbury must provide quality
products and services to the customers that helps them in improvement of its position in
national as well as international marketplace. Produce products according to the health conscious people: Cadbury should bring out
new products for health conscious people. They should continue to promote itself as
substitute to sweet. Company must introduced Choco-biscuits because it will help them
in maintaining of strong brand positioning in national as well as international
marketplace. Cadbury should consider attractive display or its own Chocolate Boutique.
This support them in attracting of large number of customers within less time period.
Cadbury must also special chocolates for Christmas such as rum, champagne flavoured.
This will facilitated them in targeting of all customers and building of strong brand.
Company must also add new flavours in chocolates such as strawberry, vanilla, orange
etc. These will helped them in achievement of competitive benefits and also in increment
of their sales and market ratio. Cadbury must develop strong advertisement: This is an effective and essential way for
Cadbury to develop strong advertisement of their products or services. This will helped
them in attracting of large number of customers within less time period. This will also
helped them by improving growth and success of company in international or global
marketplace. Company must concentrate on television for advertisement of chocolates, as
large number of people get attraction vie television only. Cadbury should do creative
internet marketing by displaying their presence at search engines and social networking
sites. Since a majority of peoples are buy chocolates weekly, therefore this is a biggest
chance for Cadbury to cash upon.

 Expansion of business: Cadbury must expand their business at international marketplace
through product development. Company must introduced Handi snacks at international
market. This will helps them in development of its growth and success at global level.
This will further assist business in achievement of valid outcomes. For this product,
company must start exploring innovative distribution channels i.e. E-tailing where higher
value chocolates are sold in effective and specialised packs. This helps them in
development of its success internationally. Thus, business expansion is important for
company in its growth and development.
 Improve marketing strategy: This is a useful and important way for Cadbury to improve
their marketing strategy. For this, company must marketing their products in traditional
as well as modern way. Newspaper is a best way of traditional marketing that support
Cadbury in providence of information about their products to all customers. Newspaper is
common way and almost entire populations are read newspaper. This will helps them in
marketing of all products essentially. Modern way of marketing is also important and
effective for Cadbury. This will helps them in increment of awareness about the products
or services among customers in single time. Therefore, both modern and traditional way
for marketing are useful for company in marketing of their products and also attracting of
large number of customers.

Reflection and alternative research methodology
Reflection
I am happy that I got an essential chance for executing this dissertation over the
importance of Segmentation, Targeting and positioning strategy for improving business
performance of an organisation within confectionery industry. This is a main purpose and for
achieving this purpose I used inductive approach, interpretivisim research philosophy, secondary
sources of data collection and many others. All these are important for me in attainment of each
objectives of the research. By executing this investigation, I improved my different kind of
research skills such as time management, data collection, literature review, data analysis etc.
These are main skills that helped me in accomplishment of research aim and objectives as well as
completion of full dissertation within given time period. Apart from this, I also faced few
challenges while doing this investigation. These challenges or issues are; lack of time period,
information out of date, insufficient amount of capital etc. These are consider major challenges
and had negative effects on my performance while completion of research successfully and
timely. Despite of this, I used several tools and methods for addressing all challenges
systematically. These are, using of Gantt chart for overcoming time issue, following each
principles of research ethics etc. These are more essential for me in performing this investigation
systematically. By executing this dissertation I enhanced my knowledge regarding the
segmentation, targeting and positioning and its significance in improvement of business
performance. Overall, this investigation helps me in achievement of objectives effectively and
successfully.
Alternative research methodology:
This is an important part of the dissertation that will be essential for researcher in
conducting of further research. Primary research is an alternative research methodology that will
be used by researcher for conducting further study. There are different sources of collecting
primary information such as interview, observation, focus group, questionnaire etc. All these are
main sources that will be important and useful for investigator in gathering of primary data in
less time and systematically. Questionnaire is best and suitable source of primary data collection
that will be applied by investigator for carrying out further investigation. There are different
areas for conducting further study including, importance of segmentation, targeting and
positioning in attraction of large number of customers, relationship between segmentation,

targeting and positioning and business performance etc. These are main areas for doing further
investigation successfully and systematically. Along with this, questionnaire is suitable method
for investigator in collection of quantitative and primary information regarding the field of study.

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