How Cadbury's: The Chocolate Confectionery Brand Became Global and Successful through Their Products and Brand Positioning

By

ACKNOWLEDGEMENTS

I would take this opportunity to thank all my tutors for extending their invaluable support over this period of 4 years and my parents for their encouragement, without which this work seemed impossible.

I would like to heartily thank my teacher whose enormous support, belief and motivation has been a guiding force for me throughout this dissertation.

I am also grateful to my family, friends and everyone who helped me in my research and dedicated their time to answer the questionnaires of this project.

Last, but not the least, I wish to thank all the marketing lecturers and ASK, for their advice and presentations which made my marketing concepts crystal clear.

Thank You.

DECLARATION

I, the undersigned, assert that this dissertation is my own work, and I give the authorization to photocopy it or use it for inter-library loan.

Signature:__________________________ Date: ____________________________

TABLE OF CONTENTS

ACKNOWLEDGEMENTSIII

DECLARATIONIV

1.1 Inquiry Overview1

1.2 Aim and Objectives of the Research1

1.3 Significance of the Study2

1.4 Research Questions2

1.5 Conceptual and Theoretical Framework2

1.6 Sample/ Survey Size3

1.7 Summary3

CHAPTER 2: LITERATURE REVIEW4

2.1 Introduction4

2.2 The Chocolate Industry-UK4

2.3 Overview of UK Chocolate and Confectionery Market4

2.4 Structure of Market for Chocolate6

2.5 Major Players in the Chocolate Confectionery Industry6

2.6 Background of the Company-Cadbury7

2.7 Cadbury Chocolates8

2.8 Marketing Objectives8

2.9 Segmentation9

2.10 Target Market10

2.11 Brand Positioning10

2.12 Marketing Mix12

2.12.1 Product12

2.12.2 Price13

2.12.3 Place13

2.12.3.1 Types of Distribution14

2.12.4 Promotion14

2.13 Marketing Mix Expanding Globally15

2.14 Cadbury With Globalization16

2.15 Marketing Budget17

2.16 Future for the Chocolate Industry18

2.17 Summary18

CHAPTER 3: METHODOLOGY20

3.1 Introduction20

3.2 Research Techniques and Procedures20

3.3 Sampling Method21

3.3.1 Purposive sampling21

3.4 Sample size21

3.5 Sampling Strategies21

3.6 Literature Search22

3.7 Data Collection Method22

3.8 Data Analysis23

3.9 Research Design23

3.10 Research Strategy23

3.11Triangulation25

3.12 Reliability/Dependability26

3.13 Validity27

3.14 Ethical Considerations28

3.15 Keywords Used29

3.16 Time Horizon29

3.17 Limitation of the Research30

3.18 Summary30

CHAPTER 4: FINDINGS AND ANALYSIS31

4.1 Introduction31

4.2 Analysis31

Graph:1 Gender31

Graph 2: Your age range is32

Graph 3: Your average salary range per year is32

Graph 4: Do you eat chocolates33

Graph 5: Name the three brands of chocolates which you like the most34

Graph 6: How do you differentiate brands35

Graph 7: What attributes according to you are important for the consumers36

Graph 8: Where from you get the information about different brands37

Graph 9: How would you rate the purchase experience of Cadbury's brand38

Graph 10: What is the positioning of Cadbury's brand in your mind39

Graph 11: Would you like to see an 'exclusive Cadbury Retail Store' in future40

Graph 12: Don't you think eating chocolates will affect your health41

4.3 Critical Analysis42

4.4 Summary44

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS45

5.1 Conclusion45

5.2 Recommendations48

5.3 Summary49

REFERENCES50

APPENDIX53

CHAPTER 1: INTRODUCTION

1.1 Inquiry Overview

The main objective of this research is to identify the fact through which the Cadbury confectionery company has got success in positioning its brand in local as well as in international markets. Questionnaires will be used but its findings simply support the main results gain from the qualitative data collection. This research will be organised in successive chapters and will expose the overall brand positioning of the products as well as the influence on the company's performance.

1.2 Aim and Objectives of the Research

The aim of this research proposal is to find out how Cadbury's: the chocolate confectionery brand, became global ...