Understanding Consumer behavior
1.0 Introduction
Cadbury is a multinational confectionery company. It is the second largest confectionery brand in the world after Wrigley’s which was established in 1824 in Birmingham, United Kingdom. It was founded by John Cadbury who was started of grocery business by selling coffee, tea and drinking chocolate which produced by himself. Cadbury is a Britain Company which mostly operate in Britain and it was a family business for over 100 years.
The vision of Cadbury is ‘working together to create brands people love’ while the missions are ‘Cadbury means quality’ this is promise of the Cadbury. Its reputation is to build upon quality. Its commitment to continuous improvement will ensure that promise. Besides that, ‘to provide customers with a tempting and exquisite taste’ as enticing treats means a mouthwatering treat which is simple irresistible.
Cadbury offers six major products which are confectionery, desserts, gums, snacks, candy and beverages. The major of chocolate brand produced by Cadbury are Dairy Milk, Crunchies, Caramel, Boost, Picnic and more. Cadbury has 13 focused brand, 12 focused markets and 7 focus customers.
Cadbury Company is focusing more on their resources and strategies in order to market the Cadbury products globally.
2.0 Market Segmentation
Market segmentation can be defined as the process of grouping the customer or targeted people based on their different needs, wants and preferable demand characteristics.
According to Philip Kotler, market segmentation is “the sub-dividing of customers into homogeneous sub- set of customers where any sub-set may conceivably selected as market target to be reached with distinct marketing mix.”(Kotler.P, 2009) There are four different bases used to segment the consumer markets which are geographic, demographic, psychographic and behavioral segmentations. Cadbury Chocolate Company mostly highlighting in these segments to enhance their profit for business which ensure the company growth
Cadbury is a multinational confectionery company. It is the second largest confectionery brand in the world after Wrigley’s which was established in 1824 in Birmingham, United Kingdom. It was founded by John Cadbury who was started of grocery business by selling coffee, tea and drinking chocolate which produced by himself. Cadbury is a Britain Company which mostly operate in Britain and it was a family business for over 100 years.
The vision of Cadbury is ‘working together to create brands people love’ while the missions are ‘Cadbury means quality’ this is promise of the Cadbury. Its reputation is to build upon quality. Its commitment to continuous improvement will ensure that promise. Besides that, ‘to provide customers with a tempting and exquisite taste’ as enticing treats means a mouthwatering treat which is simple irresistible.
Cadbury offers six major products which are confectionery, desserts, gums, snacks, candy and beverages. The major of chocolate brand produced by Cadbury are Dairy Milk, Crunchies, Caramel, Boost, Picnic and more. Cadbury has 13 focused brand, 12 focused markets and 7 focus customers.
Cadbury Company is focusing more on their resources and strategies in order to market the Cadbury products globally.
2.0 Market Segmentation
Market segmentation can be defined as the process of grouping the customer or targeted people based on their different needs, wants and preferable demand characteristics.
According to Philip Kotler, market segmentation is “the sub-dividing of customers into homogeneous sub- set of customers where any sub-set may conceivably selected as market target to be reached with distinct marketing mix.”(Kotler.P, 2009) There are four different bases used to segment the consumer markets which are geographic, demographic, psychographic and behavioral segmentations. Cadbury Chocolate Company mostly highlighting in these segments to enhance their profit for business which ensure the company growth
References: (We are still working on this) http://www.worldpopulationstatistics.com/asia-population-2013/ http://www.statistics.gov.my/portal/index.php?option=com_content&id=1215 http://www.worldpopulationstatistics.com/asia-population-2013/ http://en.wikipedia.org/wiki/List_of_countries_by_number_of_households http://www.indexmundi.com/malaysia/demographics_profile.html http://sbinfocanada.about.com/od/marketing/g/targetmarketing.htm