This report provides a comprehensive overview of the Cadbury Company, a British confectionery giant. It details Cadbury's history, product portfolio, market share, and overall market growth, highlighting the success of the Dairy Milk brand. The report analyzes the product life cycle of Dairy Milk and explores new product development, particularly the launch of a 30% less sugar variant targeting health-conscious consumers and the diabetic market. It includes a detailed SWOT analysis, examining Cadbury's strengths, weaknesses, opportunities, and threats, along with a financial overview and relevant references. The report also covers market segmentation, targeting, and positioning strategies, emphasizing the importance of psychographic segmentation and emotional content in advertising. The report concludes with a discussion of the company's two-pronged strategy for growth, focusing on urban segments and premium products, and the implementation of STP (Segmentation, Targeting, and Positioning) activities.