This report delves into the significance of segmentation, targeting, and positioning (STP) strategies for businesses, using Cadbury as a case study within the confectionery industry. The research explores Cadbury's organizational background, its product portfolio, and the application of STP to categorize and target consumers. The report examines how Cadbury segments its market based on factors like income and occasions, targets consumers aged 5-50, and positions itself as a chocolate for all ages. It emphasizes the importance of STP in enhancing business performance, increasing customer base, and reducing marketing costs. The study also addresses potential problems if STP is not followed, such as a lack of customer base and higher marketing costs. The report includes an introduction, literature review, research methodology, results, and discussion, and concludes with recommendations for Cadbury and the industry. The aim of the report is to identify the importance of STP in improving Cadbury’s business performance. It also aims to understand the dependence of targeting and positioning on segmentation and to identify how STP strategies help Cadbury improve its business performance within the confectionery industry.