Page 5: The target market
It is essential to have a clear picture of the type of people that make up your core target market. Armed with this information you can then select how to best reach and appeal to this market.
Following Cadbury's research into the Gifting market, the company analysed market research into the coffee bar and cafémarkets. Cadbury's then carried out its own research which confirmed that the café concept would particularly attract ABC1 women aged 25-45. This research has been confirmed by experience.
Currently, 75 per cent of customers are female and 74 per cent of customers are ABC1.