SUMMARY OF DISSERTATION

Summary of Dissertation



Summary of Dissertation

Introduction

The research study starts with pointing out the main objective for which the study is being conducted. The main purpose of this study is to know the marketing strategies and positioning of the brand Cadbury through which they have gained international brand recognition and awareness. The introduction part of the research report jots down all the specific objectives of the research which are as follows:

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.

Literature Review

The part of the literature review starts with the descriptions and details of the chocolate industry of United Kingdom. The point that this part of the literature review makes about the UK chocolate industry is that the chocolate industry of United Kingdom cannot be compared to the chocolate industry of Asia and Eastern Europe when it comes to the production as well as the cost of labors. After giving the brief description about the chocolate industry the review of the literature mentions where the Cadbury lies in the chocolate industry of UK. According to the research Cadbury is one of the key players of the chocolate industry of United Kingdom. After that the part of the literature review mentions complete detail about the Cadbury and its marketing strategies. The literature review lists down the products of Cadbury, positioning, target market and whole marketing mix is also discussed in the literature review.

Methodology

The methodology that is being implied in the research paper is of mixed methodology. In order to gather information questionnaires would be distributed among the consumers. With the help of these questionnaires the awareness and the positioning of the brand Cadbury would be done. In the mixed methodology, both qualitative and quantitative methods are used. In this research with the help of qualitative research elements and factors are explored that are making strong impact in creating brand positioning and brand awareness of the Cadbury. On the other hand, with the help of quantitative research an attempt is being made to gauge the percentage of consumers who can identify the brand positioning and brand awareness of Cadbury.

Data Analysis

The response of the data analysis shows that most of the respondents can easily recognize the brand. The brand awareness of the brand Cadbury is high among consumers. As the ...