International Marketing Management: Cadbury Brand Evaluation

This report provides a comprehensive analysis of Cadbury's brand management strategies in the international market. It begins by exploring Cadbury's brand heritage, highlighting its iconic status and diverse product offerings. The report then delves into the STP (Segmentation, Targeting, and Positioning) analysis, detailing how Cadbury segments its audience based on demographics, geography, and behavior, and how it effectively targets young consumers. Brand promotion strategies, including television, social media, and print media, are examined for their role in creating brand awareness and emotional connection. The importance of brand experience and customer feedback in maintaining a positive brand image is also discussed. Furthermore, the report addresses Cadbury's company brand destiny, focusing on its mission and vision to bring happiness to consumers, and evaluates the brand's strength and financial value in the marketplace. The analysis concludes that Cadbury has largely achieved its mission and vision, maintaining a strong position in the confectionery market.

INTERNATIONAL
MARKETING
MANAGEMENT

Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Brand Heritage.............................................................................................................................3
STP analysis on Cadbury.............................................................................................................3
Brand Promotion..........................................................................................................................5
Brand Experience.........................................................................................................................6
Company Brand Destiny..............................................................................................................6
Brand Evaluation.........................................................................................................................7
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The brand management is the term which is used to explain the market strategies, to improve
their brand image in the market and increase the brand awareness to the customer in marketplace.
If in market the brand image is good, then people easily trust on their products and it will
increase the sales of that brand in the market. The brand is the things which people recognized by
seeing their name and symbols in the market (Cosgrave and O'Dwyer, 2020). This report is based
on Cadbury company which was established in UK. The founder of Cadbury enterprises was
John Cadbury in the year of 1824. In India the Cadbury is established in the year of 1948.
Cadbury is the British Multinational confectionery company. This report includes the brief
explanation on Brand Heritage, Brand STP and Brand Promotion. Further in this report it also
considers the explanation of Brand Experience, Brand Destiny, Brand Evaluation and vision.
TASK
Brand Heritage
The Brand Heritage is defining as the record of all past data about the company in the market.
The people can easily know about the past performance of the company in market before they
invest their money to buy the product. The Cadbury organization is having the most iconic
confectionery brand in world. In market the Cadbury company's products are most likely
products by the customers. The Cadbury products offered a many different varieties of chocolate
products so that people buy their own taste preferences (Deepak and Jeyakumar, 2019). The
Brand also offer different products in the market like hot chocolate powder, cookies, etc. The
Cadbury organization is earning profit £122.3m last year and it will have increased by £25.3m to
£31.7m every financial year. It will help management of Cadbury to develop and grow their
business in marketplace. This is very important for brand that they must be sustain their brand
image in market, so that it will easily sustain their customer long term in marketplace. If Cadbury
company don't have good past image in the market, then it will not possible for the management
that they will not able to attract the customer’s attention in market (Radulovich, Javalgi and
Scherer, 2018). The customer also doesn’t trust on the brand easily in the market due to their past
record of the organization.

STP analysis on Cadbury
STP analysis is a framework which is used by the organization of management to define the
market of their organization. The management creates audience segments for their organization
in the market, to know about their target audience. In this management need to developed the
strategies for their organization to improve the performance level to increase the sales of the
organization (Farrell, 2020). The Cadbury management of an organization is applied STP to
prepare effective strategies for their organization, this will improve the brand image in market
and create more awareness in the market about their products. Let's discussed in brief about the
STP of Cadbury in below:
Segmentation:
In this the management of Cadbury have divide the customers into different groups
according to their needs, age and gender basis in market (Kotler, Pfoertsch and Sponholz, 2021).
There are many different ways which segmentation is done by the management of Cadbury
enterprises which are explained below:
 Demographics: The management of Cadbury is going to divide the person into many
different groups on the basis of age, gender, education, marital status and occupation in
the organization.
 Geographic: In this management of Cadbury divide the group of people on the basis of
country, regions, state and city.
 Behavioural: The groups of person will be divide on the basis of that how people use
product, how much they loyal towards the brand in the market.
This all will help Cadbury management to improve the brand images in market and this will
also gain the customer trust towards the brand in the market (Griffith and Yalcinkaya, 2022).
This will directly impact on the sales of the Cadbury Company to increase the sales and gain
competitive advantages in market form their competitors.
Targeting:
In this management of an enterprise need to prepare strategies for targeting their
audiences in the market for their organization's products. The target audience which management
need to identify according to their products which management of Cadbury offer in the market.
The management target their audience according to the profitability of each segments of their
group (Hüttner, 2018). The Cadbury organization is going to focus on the young age people in

the market. The age between 10 years to 30 years’ people because they preferred the products
mostly in the market. This will help management to easily influence their people in the market
towards their organization.
Positioning:
Now in this management need to examine properly and identify that how they fix the
position of their brand in their target segments of the market. The management need to use
marketing mix strategy because it is very effective for organization, to use to set the good brand
position in their target audience. The Cadbury enterprises hold good positions in the market
because their target audience is very effective in the market (İpek, 2020). The Cadbury have to
take about their competitors who will replace their position by targeting the audience in the
market by making good brand image reputation.
Brand Promotion
The brand promotion is very essentials factors which creates brand awareness in the
market for customers. If brand promotion is done on a large scale, then people easily trust and
attract towards the products in market. The Cadbury organization is doing their promotion on
very large scales in the world which will easily attract their customers in the market. The revenue
of the organization is based on the promotion of their brand in market, if management
successfully done their promotion of their brand then they will easily attract and sustain their
customers for long term period. The Cadbury company follow the brand promotion channels to
promote their brand of the organization in market are Television, Social Media, Radio, Print
Media (Javalgi and Russell, 2018). This all promotion channels are very effective because people
use this channel in their daily life, so it will easily capture the customer attention and interest
towards the brand. Now Cadbury also use social media platform to promote their brand in
market. In daily life style now people spent more time on the social media, so it is great
opportunities for management to influence the people through social media platform. The
management have to create very effective advertisement which must be eye attracting. This will
increase the interest of people to purchase the brand products. This will help to increase the
revenue of the organization in market. This is why now it becomes very important for
management to promote their brand in very effective way. Then only it is possible for
organization to make good brand awareness for customers and have good image in market. This
will help business enterprise to run smoothly and sustain for long term period. The Cadbury

organization gives very effective message for their products that people consume their products
for bringing more happiness to their life (Jiménez-Asenjo and Filipescu, 2019). This effective
message connects people emotionally to the brand in market and people also become very loyal
to the brand in market. If management of Cadbury don’t have effective promotion and message
for their brand then, it is very difficult for management to attract customer attention and their
interest towards the brand. If people don’t connect emotionally with the brand, then people also
not loyal and sustain for long term in market
Brand Experience
If customer is having good experience while using the brand products in market, then
organization get opportunities to creates good image in the market between their competitors.
This will also help enterprises to grow and developed the brand image. If Cadbury Company
wants to expand their business in market, then they always take reviews from their customers.
This will improve the quality of brand products and services which they offered to the customers
in market. If management improve the brand products by the customer’s feedback then customer
is also happy and customer also think that their feedback is also very important for the
organization (Liu, Zhang-Zhang and Ghauri, 2020). The customer is also very loyal to the brand
in market. The Cadbury Organization has very good experience by the customers in market
that’s why today it is a very big confectionery business enterprise in. The people have full faith
on their products that it good in taste and it is worthy to consume for their price of the product. If
people don’t have good experience of Cadbury brand products in market, then it is not possible
for the management to survive this long term period in market. This will also affect the
Cadbury’s brand image in the market and people don’t have trust on their brand product. Then
management will also not able to generate revenue for their business process. The Cadbury’s
organization is proper analysed the market demand and customer taste and preference and
prepare the products accordingly. This is why today's it is successful in the market and gain
competitive advantages from their competitors in market. The customer satisfaction is very
important for any organization because it will help to create and developed the brand image in
the market accordingly. If customers satisfy with brand products after consume then it willable to
developed and holds the good position of the brand (Lu, Scholz and Nguyen, 2018). If customers
will not have satisfied with the brand products after consuming, then it will directly impact on
the brand image in the market and management will not able to create good image in market.

Company Brand Destiny
The company brand destiny is referring to the vision and mission of the organization which is set
by the management while establishing. This will help management to measure the Brand success
level of the organization in market. If management accomplished their mission which they need
to be attains for their survival and compete their competitors in market. If management fails to
achieve their organization mission then it will not possible for management to run their business
operation smoothly in marketplace and gain competitive advantages in the market (Mathur,
2019). The Cadbury organization have mission to become the biggest confectionery company in
the world. The management also have mission to provide the ultimate experience of their
products and gives best quality and variety of the product in their organization. The Cadbury’s
company have vision to bring happiness between the people when they consume their products.
The management is ‘working together to create brands people love’, this is primary vision of
Cadbury enterprise. The management have to satisfy the people taste and preference in market.
So they will loyal to the brand and sustain the customer for long term in market. The company
destiny will only be fulfilling when the organization mission and vision is accomplished by the
management in market (Palomino-Tamayo, Timana and Cerviño, 2020). The Cadbury is almost
accomplished their mission and vision in the market because now every people prefer their
chocolate products and their products is also used for occasion purpose also. This will show that
Cadbury is very close to their destiny in the market.
Brand Evaluation
In this brand evaluation management need to analyse the measurement of brand strength.
This will show how the brand is good in the market and how brand will impact their stakeholders
action. This will justify that their brand product is cost worthy in market or not for customers.
It is a process of estimating the total financial value of the brand in marketplace. If management
is performing their brand evaluation, then they able to know their objectives and the worth of
brand in market. This will help management to identify the problems of their brand which need
to reduce by the enterprise for their smooth functioning of their business operations. There are
few steps are involved in while doing the brand evaluation are explained below:
Need to know what to measures: In this reference the management prepare marketing plan to
identify their business mission, vision, USP and positioning (Pencarelli and Forlani, 2018). The
management also need to know about their target customers and what is the brand promise to

their customers. The Cadbury company need to know all the important elements of marketing
mix which help management to analyse their brand measurement in the marketplace.
Assess the External Marketing Materials: The management need to review their business
logo, boucher, packaging of products, advertisement and their business card. The management
also compare their business by online platform which includes the business website, email
marketing, newsletters, social media profile, etc. These all elements must be attractive in design,
colour and video message. This all things must be done and properly examined by Cadbury
management so it will easy to improve their brand image in the market.
Review their business sites: The management need to do review that their brand website is
attracting or not in market. Is people easily influence towards your brand in the market by their
brand website, if people not influence then management need to prepare the effective and
attractive website so people give time to their website (Radulovich, Javalgi and Scherer, 2018).
The Cadbury company must have to create attractive website so that people influence to buy the
products of the Cadbury brand in market.
Review their social media sites: In today scenario the social media platform becomes very
important things for the organization in market. The people easily influence by the brand if
company is having very attractive sites on their social media sites like Facebook, Instagram,
Youtube, etc. The Cadbury organization need to review their social media page because it will
connect people by their brand goodwill in the market. This
Survey their customers: The organization need to take feedback from the customers on regular
basis because it will improve the organization products quality and service. If Cadbury
Organization survey from customers in market, then they will able to know about the customers
face problem when they consume the products (Zeneli, Czinkota and Knight, 2018). This
problem must be solving by the management for their customer, so that customers also feel good
when they consume the product next time and they see that their problem is also resolved. This
will sustain the customer for long term in market.

CONCLUSION
From this above report it has been state that the brand image is very important for their
organization. The company sales are totally depending upon the brand image in the market. The
management need to prepare an effective strategy for promoting their brand in the market so that
it will capture customer attention and interest towards the products. This will help management
to increase the sales of their organization in the market. This report concludes the brief details of
Brand heritage of the organization and it also consist of STP analysis of the brand that how it
will capture the huge customer response in the market. The brand promotion is cover in this file
and how it is important for the organization to make more brand awareness in the market. This
report also includes the brief discussion on brand experience and company brand destiny this all
will discussed and how it will impact their brand image in the market. Further it also concludes
the brand evaluation for measuring their brand success in the market.

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