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 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

REFERENCES31

APPENDIX34

Ethics Approval Form - Students35

QUESTIONNAIRE38

Section A38

Section B40

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 and successful through their products and brand positioning. Defining the main objectives of any research is the first step into developing a structured work as these objectives will provide an important support to the overall investigation. Lacking such guidance could result in a poor study with no relevant and useful meaning. This enquiry aims to consider the brand positioning of Cadbury in global context, and in order to accomplish such a task the following objectives have been set:

To understand marketing strategies do Cadbury implement for its product marketing.

To get an insight what is the marketing mix of the company to expand globally.

To explain the concept of brand positioning.

1.3 Significance of the Study

The study will help assess ...