Positioning Strategies of Cadbury and Kit Kat

by Mher Darbinyan · Published October 18, 2020 · Updated May 18, 2023

You have undoubtedly enjoyed Kit Kat and Cadbury’s fantastic and smooth flavors that warm the consumers’ hearts immediately when they devour the chocolates. Cadbury and Kit Kat are two of the giant multinational confectionery companies in the world. Kit Kat has annual sales of 192 million chocolate-covered wafer bars. Cadbury Inc. reveals another record of annual sales of the chocolate bars approximating to 350 million. What do you think played a vital role in making a huge success like this? Positioning strategies applied by the companies considerably impacted on this.

Positioning Strategies of Cadbury and Kit Kat

Let’s begin with Cadbury and first discuss the target audience of the company.

To do so, we need to watch the commercial example below first.

We see a scene where a woman working at hospital goes out of there to take her little girl from kindergarten. They were walking through a street where her child noticed a store and went in its direction, carrying her mom there. While the lady was speaking via phone, the little girl approached the cashier and asked for a Cadbury chocolate.

She started to pay for it by whatever she had like a coin, hair bands, bracelets, etc. The teller looked at her, took all she had given, gave her the chocolate instead but hesitated for a moment, and stopped her before she went. The man returned the lovely bracelet of the girl and smiled gently.

It was more than a heartbreaking moment when she realized she could afford the chocolate bar and did not squander a moment to reveal her mom about it. They hugged each other, and the moment of love, care, and happiness warmed the hearts of witnesses and audience. Was this a manner of expressing the colossal volume of emotions towards the loved ones? We witness something unique and special resembling the segment of Traditionalists.

Who are Traditionalists and what do we know about them?

Values and Lifestyle of the brand

“Family First” is the tagline of the target segment of Traditionalists. They are prone to dedicate the majority of their time to their families, especially kids. Bearing and rearing children properly is their priority. Having a cozy and nicely arranged house is another one. Traditionalists rarely pursue their career and professional goals considering them as ambitions but not a real means of achievement.

Their favorite pastime is with their family members. They appreciate every moment of enjoyment with close ones and relatives. Evening gatherings and team movie watching is another habit for them. Food is more than an essential aspect to them: Traditionalists tend to use organic food and prepare a meal on their own to make sure it is a nutritional one.

Attitude to Shopping

Frequent visits to shopping malls is another interest they have. The target segment gives much worth to the style and trends. They are from the early adopters of new products or brands. However, they purchase the items they really need. Furthermore, Traditionalists are more of quantity oriented than quality. Nevertheless, this is not the case when referring to their kids. The target segment opts for the best from premium brands for their children.

16 Personalities (Which one is for your business?)

Cadbury have served their customers for the long-lasting period since their establishment. Throughout all these years they made sure their customers are happy with what they get. The company are determined who their customers are and what their product means to them. They have targeted the Traditionalists segment – family protectors with strive for peaceful, stable and well-arranged life.

Traditionalists value their appearance and pay attention to looks, but external beauty is not what determines the personality for them. They like working in an ethical environment, where their work is valued and they are surrounded with hard-working and honest people.

Accurate target segmentation strategy will bring to a successful business and loyal customer base. Cadbury has proven that statement with their example. Now it is time for you to shine! Our book 16 Personalities includes much more detailed information on Traditionalists and many other buyer personas, which will assist you in designing a perfect marketing strategy to excel in your market. A world with a new segmentation strategy awaits you!

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Marketing Strategies

One of the leading marketing strategies that the company has focused on is increasing brand awareness through widespread distribution channels. One can find Cadbury’s products mostly at every single store, denying the fact of its size or prominence. Due to this strategy, the company makes the goods attainable both in the urban and rural areas for its consumers to purchase without an obstacle.

The wide product portfolio is another cornerstone of applying marketing strategies. It gives people a chance to opt for their favorite taste and smell. There are more than sixteen types of chocolates and 11 brands of cocoas. Furthermore, the affordability aspect of segmentation also does not matter. It is priced so as to be cost-efficient for a large scale of potential consumers.

Problem Removal

There are many occasions and celebrities within a year, where people frequently have difficulty choosing a gift for their loved ones. It is more than a hardship to touch the hearts of close ones when you are assumed to present their favorite item.

Cadbury has a perfect solution to this question. The company proposes different kinds of gifts that coincide with every calendar landmark, like Valentine’s, Christmas, Easter, Mother’s Day, etc. Do you think this is a perfect way to attract consumers and orient them in difficult situations?

Social Acceptance

The company succeeds in achieving social recognition and acceptance through its beneficial features. First of all, chocolates contain the hormone of happiness. This helps people to fight with stress or maintain a festive mood. Another crucial fact is that Cadbury Milk Chocolate is a healthy option for gaining energy when you are a hard studying teenager or a mature business person. This is because the chocolate bar helps to concentrate ones’ focus and attention to the work efficiently.

Message Strategy

Do you find this image from the Cadbury Official Account of Instagram as a curiously designed one? It is important to note what colors the image involves. They are happy ones with balloons that are preparing for a #HotAirBalloon #Karaoke. We see there is a DJ robot handling a microphone and a Cadbury sweet standing along with it. They are going to have a party because life is full of marvelous colors and enjoyment. They prioritize positive and engaging emotions and seek those moments as much as possible.

The facets that describe the photo sends us a message about the brand archetype of Cadbury’s company. Apparently, it is Jester archetype. The archetype is about living life fully, digesting joy, enjoyment, pleasure, and happiness.

Now let’s discuss the target markets of Kit Kat.

To do so let’s discuss the following commercial example.

Here we have a scene of a guy sitting at rocky stairs looking up at his notebook. Suddenly a dwarfy man appeared and started to make an unusual noise. Because it had a nervous sense, the young guy was compelled to leave the place. However, his abundance did not generate a good outcome because the dwarf did not cease to follow him. By virtue of the unbearable situation, the young boy decided to get a Kit Kat chocolate-covered wafer bar not to hear that sound anymore. The crispy chunky voice of Kit Kat unmuted the awful sound forever because it is made to silence one’s hunger.

We can assume from the commercial that the dwarf man was trying to take care of the young boy, guiding him to the wafer bar confection. The product is made for having a quick and nutritional break when one has a little time limit. This resembles the segment of Floaters, which we are going to discuss further below.

Who are Floaters and what do we know about them?

Lifestyle and Values

Floaters are people who have concentrated on their families. It is more than a priority for them to dedicate all of their love, attention, and care to the family members. Women, especially for Floaters’ target segment, are emotionally related to the housing issues. It is a pleasure for them to raise children and impact on their fulfillment.

Personal achievements in the sphere of career or professional goals are not about Floaters. They do not treat their work as a means of self-development or something like this. Floaters consider it merely as a job, for a source of money. Moreover, the responsibility facet expels them, which is the main factor of avoidance from career progress. The warm and sheltered atmosphere for their homes is the most vital aspect they do everything to elaborate on.

Shopping Preferences

Floaters’ target segment is fond of wearing clothes that are convenient to them rather than for style or trend. Quantity is more important than quality. Purchases from down markets are Floaters’ choice for shopping. Special offers or discounts are their favorite moments and motivators for going through shopping malls. The target segment belongs to the latest new brand or product adopters’ list.