This piece of work is of a distinction standard and clearly shows evidence of meeting the right criteria for each task. It is well detailed and structured well. This piece of work is highly recommended for students taking the BTEC Qualification and aids as a practice of writing essays. It is well o...
Arif Mohammad
Unit 28: Branding
Learning Aim, A: Investigate the role of branding in a selected business
UNIT 28: BRANDING
Learning Aim, A: Investigate the role of branding in a selected business
,Arif Mohammad
Unit 28: Branding
Learning Aim, A: Investigate the role of branding in a selected business
Contents
Explore the principles of branding for a selected large business...........................................................2
Introduction to Cadbury and Branding..........................................................................................2
Explain how brands can be an asset to a selected large business......................................................6
Analyse the advantages and disadvantages of branding to a selected large business...........................9
Advantages of branding for Cadbury.................................................................................................9
Disadvantages of branding for Cadbury...........................................................................................10
Evaluate the impact of branding on a selected large business............................................................13
Bibliography.........................................................................................................................................16
1
, Arif Mohammad
Unit 28: Branding
Learning Aim, A: Investigate the role of branding in a selected business
Explore the principles of branding for a selected large
business
Introduction to Cadbury and Branding
Cadbury is a multinational business that is known to be a firm operating in the confectionary market
and is known to produce a wide range of products because of their powerful brand and their
chocolate. For example, the type of products Cadbury sell includes the famous Cadbury Dairy Milk,
boost, brunch bars and easter eggs. Cadbury is known to be a market leader in the confectionary
market as they have a market share of 70% which shows their dominance and influence over their
competitors.
Branding is a term described where it’s a logo, text or image that helps differentiates it from their
current competitors and make them stand out. It’s important for a business-like Cadbury to focus on
their own brand because it helps them differentiate their own status and helps make them focus on
their own mission and value by guiding the firm to success. In addition, Cadbury’s brand is known to
be unique and special from their competitors because it has a USP which is the 2 cups falling down
as this helps differentiate them from their competitors as well as it makes the firm more
recognisable and make people get familiar with the design. In addition, Cadbury is known to have an
iconic colour which is purple as this helps sets them apart from competition and increases their
brand awareness by sparking a connection with their customer base.
Cadbury is seen to have a superior brand by the following reasons which include developing new
products, merging with new firms, creating new adverts, designing new packaging and advertising its
products. One-way Cadbury is seen to have a superior brand is by creating new products which
include Dairy Milk Moro, Dairy Mint crème bar, Cadbury Dairy Milk COCONUTTY and Cadbury Dairy
Milk Blueberry. Cadbury first chocolate bar was made in 1866 and the Cadbury Dairy Milk was made
in 1905 as this became the most popular chocolate bar of all time. As Cadbury developed these new
chocolate products, it can increase brand awareness which can therefore increase new customer
acquisition which is important for a firm. A firm like Cadbury developing these products can give
them a competitive advantage as more customers in the confectionary market will go to them as
they are being innovative and creative in their ideas.
In addition, developing new products can make Cadbury successful is that it can increase the brand
reputation of the firm as customers are loyal to the brand, meaning it can increase the sales revenue
and meet consumer needs/requirements. Developing new products can help spread wide coverage
of consumers trying the product as this can help increase profit. Overall, as Cadbury makes new
products it can increase the brand equity of the firm and increase employee morale which are all the
ways a business can be successful. Creating new products has helped Cadbury become successful
because their most popular chocolate is the Cadbury Dairy Milk which has boosted their popularity
as 21.4 million people as of 2019 has consumed the bar which increases their branding and sales of
their bar. This shows Cadbury’s commitment in innovating an appetizing chocolate bar that is liked in
the UK. In 2019, Cadbury Twirl has reached about 11,641 followed by Cadbury Wispa who are the
second most popular chocolate bar after Cadbury Dairy Milk. For Cadbury, this has proven been a
benefit for Cadbury as new products can increase their brand reputation and have a competitive
advantage. Overall, Cadbury creating new products has proven themselves to be innovative as it can
increase sales revenue and make them a market leader.
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