Cadbury Brand Extension: Applying Marketing Principles in the UK

This report explores Cadbury's potential brand extension into the chips market in the UK, analyzing the application of marketing principles. It details Cadbury's brand values, target market, and positioning strategies, using the Kraft identity prism model. The report identifies Walker's as the main competitor and suggests strategies for Cadbury to gain market share. Secondary research was employed to gather insights on market trends, competitor activities, and consumer preferences. Ansoff's product development strategy is considered for launching new chips products, including tangy tomato, cream and onion, baked, and low-fat options. The report concludes that understanding marketing principles is crucial for creating and delivering value to meet target market needs. Desklib provides this and other solved assignments for students.

Principal of Marketing

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Conclusion.......................................................................................................................................3
References .......................................................................................................................................4

Abstract summary
The main aim of the report was to create the new product in the market in order to engage the
new audience of existing market. The secondary method were used in order to gain the insights
of all the relative information in order to performed the functions in order to extension of brand.

Introduction
Marketing is the process that used by the organisation in order to promote their product
and services in the potential market. Through such dedicated action companies established their
operations in the targeted market. By the use of marketing companies segment their audiences as
well as determine the suitable price for their products. Hence, marketing includes all the process
from creating to delivering the value in order to fulfil the target market needs on behalf of goods
and services. In this given presentation Cadbury is being taken into the consideration (Hazell,
2018).
The respective company was founded by the John Cadbury in the year of 1824. Cadbury
is the most famous brand around the world that offers the range of products in its portfolio such
as chocolate drinks, chocolates and biscuits. Its core product that is Cadbury dairy milk is one of
the oldest and successful product for the company operations. according to the Alex turner,
2018. The market share of cadbury is around $ 6.8 billion. (Cadbury eats up market share,2018).
The mentioned company has number of users in the UK market that consumes the number of
chocolates on frequent basis. According to the Statista, 2022. the mentioned company has
attracted the number of audiences towards their services such as;
Cadbury dairy milk 23920000
Cadbury twirls 14802000
Cadbury fruit and nut 9313000
Cadbury crème egg 10850000
All of the above statistics shows the strong market appearance of the company (Cadbury
products ranked by number of users in Great Britain from 2018 to 2020 (in 1,000)*, 2022).
Main Body
Methodology
In order to perform the functions the secondary research was carried out. Several online
sources were used in order to gain the appropriate informations regard to the new product
development. Through the use of internet valuable insights were gathered i.e., all the market
share, sales and customer strength of Cadbury in UK market was extracted through the several

websites such as statista. As per the report the respective brand planning to launch the range of
chips product in the market. Hence, through the secondary research the current competitor were
identified. Through the research the walker which is an giant chips manufacturer in UK were
identified. The discussed competitor operational activity in the market were also analysed
through the secondary research. Therefore, all these informations succours the company in order
to create the effective products and strategies in order to manipulate the current market of its
competitors (Hunt, 2020).
Findings
Existing brand and Brand Values
A specific product that manufactured by the company in their particular name are known as
brand. As mentioned in the report the Cadbury manufactures the chocolate under its brand name.
The audiences identified their chocolate bars through their logo and name.
Brand extension- the mentioned company extending their brand operations in order to launch
new product in the market. Through such strategy company increasing the rusk of peoples
towards their operations.
Kraft identity prism model
Physique- The respective company uses attractive packaging of the product in order to influence
the people towards its appearance. They uses the bold blue colour on their packaging with the
golden logo of Cadbury.
Personality- Through the several campaigns and advertisement the respective company created
playful persona in between its targeting audience.
Culture- the mentioned company provides several facilities and decent pay to their employee
that succours them in order to create the happy and healthy working environment. They also
promotes the creative environment in their operations (Rice, and et. al., 2020).
Relationship- the mentioned company built strong relationship with its potential customer.
Through the quality products they established the strong trust.
Reflection- the mentioned company have wide range of customer persona towards their product
portfolio. But they majorly focuses on children and youth. Because these individuals prefers
chocolates more than others (Harini, and Dhewanto, 2021).
self image- the mentioned company created the happy and cheerful brand image between its
customer. So on happy moments people prefer to buy their brand products.

Description of the Target Market- the mentioned company targeted their market on the behalf
of segmenting targeting and positioning. The mentioned company segmented their UK market on
the behalf geographic region, income statement as well as human behaviour.
Targeting- They targeted all these segmented audience through the range of chips that includes
the flavoured and healthy chips. Through these products company attracting the quality
enthusiast peoples as well as lower and middle class individuals towards their products.
Positioning- The mentioned company will use the bundle of pricing strategy to acquired its all
customer persona.
Analysis of the New Market, Including Trends- political factor is one the most important force
in the operations. As seen in the report the UK political parties are unstable. Therefore, any new
law reforms regard to the high taxes on food products can impact the business.
Another factor which is social aspect can enhance the company operations. The people of
UK shifting towards the healthy lifestyle. Therefore, by the baked and healthy chips can succours
the company in order to attracts such customer.
Ansoff grid- The mentioned company using the product development strategy in order to create
the new product in the existing market. By performing of several surveys and strategies
mentioned company gain the information about the need of the targeting audience and creates the
product according to their demand (Goulding, and Abley, 2018).
An Explanation of the New Product- The mentioned company will launch the range of chips
products such as tangy tomato, cream and onion, baked chips as well as low fat chips in the
market. These chips will be manufacture with the high quality of ingredients as well as will be
attractively packaged.
Competition- The main competitor of the given company is walker chips. Walker is one of the
biggest chips manufacturer in the UK. The discussed competitor offers variety of flavours to its
customer. Hence, the mentioned company need to focus on the effective strategy in order to
manipulate their market.
Conclusion
From the analysis of above report it is concluded that the marketing principals plays a
major role in order to creating to delivering the value in order to fulfil the target market needs on
behalf of goods and services. As mentioned in above several models and researches were
deployed in order to Extract the information regard to audience and targeted market. Several

eliminates were highlighted such as comparative analysis as well as ans off that helped in order
to create and forming the strategies for the brand extension.

References
Books and Journals
Hazell, 2018. Principals' Use of Marketing Plans to Inform Their Means of Communication with
External Stakeholders. Sage Graduate School.
Hunt, 2020. Indigenous theory development in marketing: the foundational premises
approach. AMS Review, 10(1), pp.8-17.
Rice, and et. al., 2020. Comparative analysis of the toxicological databases for 6: 2 fluorotelomer
alcohol (6: 2 FTOH) and perfluorohexanoic acid (PFHxA). Food and Chemical
Toxicology, 138, p.111210.
Harini, and Dhewanto, 2021. Brand mapping strategy for increasing brand awareness of
Mentailovers. In Synergizing Management, Technology and Innovation in Generating
Sustainable and Competitive Business Growth (pp. 202-207). Routledge.
Goulding, and Abley, 2018. Relationship management in banking: principles and practice.
Kogan Page Publishers.
Online
Cadbury eats up market share. 2018. [Online] Available at:
<https://www.thebusinessdesk.com/westmidlands/news/2017164-cadbury-eats-market-share-
repositioning-brand>
Cadbury products ranked by number of users in Great Britain from 2018 to 2020 (in 1,000)*.
2022. Online Available at: <https://www.statista.com/statistics/312031/cadbury-leading-
products-in-the-uk/>