Running head: Cadbury analysis 1

Cadbury analysis

Omewara Yousuf

Bangkok School of management

Cadbury
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1. Cadbury is a brand founded in 1824, by John Cadbury who opened a shop to sell tea,

coffee and chocolate beverages as a healthy alternative to alcohol.

2. Cadbury was marketed as “unadulterated” aka pure cocoa powder, Cadbury’s Cocoa

Essence was a pivotal product. During the 1880s and 1890s, Cadbury has shown

people enjoying their hot cocoa in their posters. Also posters with men being active

implying that chocolate is healthy which “helps improve the strength of young men”

3. In the 19th century Cadbury release its first chocolate bar, which at first was not very

successful but as we know today is. In the advert the showcased how portable the snack

bar is. All the while the Cadbury sales were also influenced by their business ethics of

treating their workers fairly unlike other brands.

4. In 1928. Cadbury began the “glass and a half” campaign, which some of us must

remember till today as a form of childhood. The campaign was advertised as Cadbury

dairy milk chocolate because milk was said to be nutritional and healthy. In the 1920s

and 1930s the advertisements started to be towards children Cadbury started to be sold

as a “sweet treat of the day” or “a good thing for all, especially children”

5. In the 1950s and early 1960’s the chocolate focus is taken away from children and on to

it being a gift given to young women and men. They also started to advertise their

products on tv as a romantic notion.

6. In recent years, Cadbury has kept its idea of chocolate being for everyone and is mostly

coming up with new flavors to gain interest in different markets around the world. It is till

today loved by many people.

The new concept of Cadbury in Thailand

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The new Cadbury dairy milk is introduced into Thailand with a whole brand new flavor

called the Thai corn coconut pudding, which is a popular dessert in Thai households and

connects many Thai people to their childhood.

STP and new concept for Cadbury in Thailand

Segmentation

- Geographic in Bangkok city because it’s the capital city of Thailand, it’ll be available in

local stores like 7-11, which will give consumers easy access to the chocolate.

- Demographic, children, teenagers and young adults, but Cadbury are branded for

everyone, people of all age groups.

- Psychographics Cadbury is targeted towards everyone, catered to every class but the

packaging is effected by the locations it is sent to and the class of people.

- Behavioral occasions, available all year long.

Target
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- The target market for Cadbury in Thailand would be a kid from the age of 5-10 because

they are the ones who consume chocolate the most. Also may include teenagers and

young adults

Positioning

- Cadbury chocolate is positioned as the premium chocolate which represents happiness,

its tagline being “taste like it feels”, it is shown to be a symbol of celebration of events

and occasions.
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crodriguez2014. (2014, March 14). A Timeline of Cadbury Adverts. Retrieved from

https://chocolateclass.wordpress.com/2014/03/14/a-timeline-of-cadbury-adverts/

Avin Seth A.S (2011, December 25) Cadbury's Customer Driven Strategy. (n.d.). Retrieved from

https://www.scribd.com/document/76451819/Cadbury-s-Customer-Driven-Strategy

Aman singh Follow. (2019, September 28). Cadbury new. Retrieved from

https://www.slideshare.net/Amansingh251/cadbury-new