BUILDING BRANDS

Building Brands: Creating Added Value for the Customer

Table of Contents

RESEARCH MARKETS AND BRANDED PRODUCTS3

CONSUMER BEHAVIOUR4

TARGETING5

THE CONSUMERS5

SEGMENTATION6

TARGET MARKET7

BRAND POSITIONING8

MARKETING MIX10

Product10

Source of nutritious energy10

Other beneficial components11

Price11

Place11

Types of Distribution12

Promotion12

CONCLUSION13

Building Brands: Creating Added Value for the Customer

Research markets and branded products

The brand chosen for the purpose of this paper is Cadbury. Chocolate is extremely famous for the different purposes like giving gifts, cooking, and for individual consumption. Because of its demand small businesses are focusing on rendering the items that are made up of chocolates. In 2010, there were many trends that derived the chocolate industry to grow. One of the trends was product innovation, according to research last year the product innovation in the chocolate industry has increased by 16%. The latest study has shown that females eat more chocolate than males. Around 91% of the females consume the products that are made up of chocolates, and 81% males consume chocolate products. The rise in the disposable incomes and changing of the tastes leads to the growth in the chocolate industry. In the recession period, the sweets and confectionery items remain in growth and excessive demands. Although it is a luxury item, but it is considered as an affordable luxury (Velde, Et. al, 2004, pp. 51).

Cadbury confectionery is a global giant and a permanent member of the multinational-global processes leveraged us for synergies, efficiencies and sharing best practices. This year the company had fantastic news for consumers and planned to continue having them in the remainder of the year with innovative products and with the usual quality of Cadbury. The Cadbury Company has the products that delivers the benefits of performance, quality, and reasonable price and gets the benefit of always serving tasteful chocolates, through the preparation thereof according to the need of the hour. Cadbury's Chocolates are positioned to be the most nutritional products for its consumers and customers and provide healthy benefits and nutrition. The company planned to maintain competitive advantage in the market for chocolate by strengthening the range of products available to consumers, by introducing improved varieties with significant nutritional value and quantity, seeking to modify the brand. Products with features and benefits led to the development containing Active Ingredients, ideal for the healthy body (Majumdar, 2007, pp. 361).

Consumer Behaviour

The consumption of chocolates among the youngsters 18-25 is very common. The company is targeting this age bracket with many of its products. Though chocolate is common among people of every age; however, the company targets only this age bracket. This is the reason not every person who is consuming chocolate his or her behaviour is not studied when the company is evaluating the consumer behaviour to position its brand strongly in the market and among its competitors. The evaluation of the consumer behaviour is very helpful for the company as it helps it to maintain its position in the market also helps in delivering the quantity the company has promised.

Targeting

Targeting helps the company in determining which market should the company ...