Cadbury Marketing: Brand Analysis, Market Segmentation, and Expansion

This report provides a comprehensive analysis of Cadbury's marketing strategies, brand values, and market positioning. It examines the existing brand and its values using Kapferer's Brand Identity Prism, describes the target market through STP (Segmentation, Targeting, and Positioning) analysis, and evaluates the external environment using PESTLE analysis. The report also discusses the expansion of new products, focusing on packaging and positioning strategies, and applies Porter's Five Forces model to assess the competitive landscape. The analysis covers the bargaining power of buyers and suppliers, the threat of substitutes and new entrants, and the intensity of competitive rivalry, providing a holistic view of Cadbury's marketing environment and strategic approaches. The report concludes that effective marketing management and external environment analysis are crucial for achieving systematic market growth and maintaining a competitive edge in the corporate world.

Principles of marketing
management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
Existing brand and brand values including Kapferer Brand identity Prism................................4
Description of target market(STP)..............................................................................................4
PESTLE analysis.........................................................................................................................5
Expansion of new product( packaging, positioning)...................................................................7
Porter's five forces model............................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Principles of marketing play a crucial role in the development of marketing activities of a
business (Cannon, 2021). These principles are effective in developing systematic operations
related to selling of the product in order to gain competitive advantage. This report covers major
dimensions of marketing including different marketing functions to gain growth and expansion.
This project also contains a crucial information on PESTLE analysis for a brand in order to
develop the external environment.

MAIN BODY
Existing brand and brand values including Kapferer Brand identity Prism
The Cadbury brand is a major brand which is established at the marketplace in a precise
manner. Value of Cadbury brand is also high in market to develop systematic operations which
are helpful in increasing competitive value of the company. It is also major responsibility of
marketing management to focus on brand development in a major period of time to achieve
business goals. In the recent times importance of brand value is increasing at a faster pace in
order to lead the marketplace. Cadbury has good will in marketplace, which helps in creating its
brand value for achievement of goals and objectives. Companies should be also effective in the
marketplace for a brief assessment and action plan for developing brand value. The main focus
of a business should be on Kapferer Brand identity prism which is a model that helps businesses
build strong, enduring brand identities that reflect their core values. This model enables a
business to operate in international market with greater stability.
Description of target market(STP)
It is important for Cadbury to include STP related operations in the marketplace. The
STP analysis of Cadbury is mentioned below:
 Segmentation- The segmentation includes dividing marketplace into different parts in
order to sell different types of products (Kupec, 2018) Segmentation will help Cadbury to
divide marketing according to target customers for better approach.
 Targeting- Targeting includes choosing the best target customers for serving business
objectives and goals. The targeting is important for selling different types of products to
different pointed customers. For Cadbury, target market will be youth and children from
the age group of 10 to30.
 Positioning- The positioning of the product is refer to selection of a precise geographical
location. Positioning includes geographical identity of product by marketing management
to develop operations.

PESTLE analysis
The PESTLE analysis of external environment of Cadbury is mentioned below:
 Political factors- The political factors are related to rules and regulations developed by
the government of a country. Cadbury should follow all rules and regulations in a specific
manner to comply with political forces.
 Economic factors- Economic factors are related to inflation, deflation and recession
which can occur in an economy. The economic factors like gross domestic product and
national income also impacts on operations of Cadbury.
Illustration 1: PESTLE, 2021

 Social factors- There are social factors like living standard of the society, social trends
and behaviour impacts mainly on business environment. Cadbury should follow all legal
policies and frame works to deal with social factors that help in development of internal
environment.
 Technology factors- In the recent times, information and technology controls many
different operations of the business. Technology helps a business to perform and lead
accurate operations (Shah, 2019). The customer relationship software also helps a
business entity like Cadbury to manage and deal with target customers.
 Environment factors- The environment related policy of the government should be
followed by Cadbury to conduct sustainable business. It is the major responsibilities of a
business to understand and analyse all environment related factors to develop business
operations.
 Legal factors- Legal factors are related to law and policies which are formulated by local
authorities. It is compulsory for Cadbury to follow major practices of legal authorities to
develop ethical business.

Expansion of new product( packaging, positioning)
In order to develop expansion of the new product at the marketplace, it is essential for the
company to develop effective and precise packaging. Company like Cadbury choose designed
and formulated policy prepared by marketing management in order to succeed at the marketplace
(Taylor, 2020). The company is opening factories in almost every part of the globe to achieve
business targets. It is also major responsibility of management of Cadbury to select target
marketplace with the help of strategic and top level management. Company should do right
positioning of the product in order to increase turnover and sales.
Illustration 2: Brand packaging graphics, 2021

Porter's five forces model
Application of Porter's five forces model for Cadbury is mentioned below:
 Bargaining power of buyers- The bargaining power of customers of Cadbury is high
which will impact on its operations. It is major responsibility of marketing management
to establish techniques to decrease bargaining power for better results.
 Bargaining power of suppliers- The bargaining power of suppliers is also high as there
are many suppliers present in the economy. Cadbury should take quality raw material and
develop optimum utilisation of resources.
 Threat of substitutes- Threat of substitutes impacts functioning of Cadbury in a precise
manner. There are many substitutes like Milky Bar, Ferrero Rocher, Nestle which can
give tough competition to Cadbury.
 Threat of new entry- New entries can impact on major business functions of Cadbury to
create positive impact(von Freymann, 2020). It is also one of the major role of
management of Cadbury to analyse the situation and determine strategy to lead
competitors.
 Competitive rivalry- This includes the list of companies which are giving tough
competition to Cadbury. The marketing planning should be formulated in an effective
manner in order to deal with current competitive rivalry.

CONCLUSION
The above stated report concludes importance of marketing management to perform
specific functions and operations. This project also concludes the importance of external
environment analysis in order to gain systematic market growth. Companies should also develop
marketing strategy in order to gain competency edge. In the corporate world it is essential for the
company to manage different functions and operations related to marketing in a professional
manner.

REFERENCES
Books and Journals
Cannon, J.P., Lohtia, R. and Paulich, B.J., 2021. Blended Learning in Principles of Marketing:
The Effects of Student Differences on Student Performance. Journal of Marketing Education,
p.02734753211058357.
Kupec, V., 2018. First Step of Marketing Audit: Risk Analysis. Marketing Identity, 6(1/1),
pp.370-380.
Shah, S.A., Azhar, S.M. and Bhutto, N.A., 2019. Halal marketing: a marketing strategy
perspective. Journal of Islamic Marketing.
Taylor, R., 2020. Reframing Delivery of Principles of Marketing: Moving Bored Students to
Board Room Employer-Needed Kick-Ass Skilled Grads. Academy of Business Research
Journal, 2, pp.52-66.
von Freymann, J.W. and Cuffe, B.P., 2020. Can Higher-Order Active Learning Modalities
Improve Student Learning Outcomes in a Marketing Principles Class?. Journal of the Academy
of Business Education, 21.