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Cadbury won a bigger market share because they understood the need for branding and advertising before their UK competitors Do you agree with this assessment Use material from Chocolate Wars and at least four of the recommended sources on the reading list to support your argumentNowadays there are enormous numbers of corporations operating all over the world Some of them have successfully remained a dominant position in the market for more than a century while others have lost their competitive advantage during the business cycle Deborah Cadbury an author of Chocolate Wars describes Cadburys business development and emphasizes the importance of marketing strategy notably branding and advertising as the key tools in achieving a substantial market share Cadbury 2010 In this essay it will be argued that such advertising techniques play an essential role in the companies growth and development This is mainly because branding and advertising enables the marketers to achieve psychological connection with consumers change their buying patterns and acquire competitive advantage when the enterprise entries a new market To begin with the conversion of companies products into brands allowed the firms to achieve psychological or emotional connection with their consumers Fitzgerald 2007 p399 This implies the idea that the companies promoted certain values in regards to their brands and thus people associated the possession of a particular product with a trend lifestyle or some values An instance of this can be found in the marketing strategy of Ivory Soap the advertising of which showed happy and clean family Fitzgerald 2007 p 401 The company was attempting to promote healthy lifestyle based on regular hygiene As a result consumers perceived the product as a novelty one namely the soap that floats Fitzgerald 2007 p 401 Furthermore it was popular to create a brand through a story-line that people would interpret the brand as a symbolic personality Fitzgerald 2007 p 401 For instance The American Cereal Company created a character of
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