Their products are offered in 50grams to 60 grams. In terms of product packaging, they are similar to those of the “break segment” – small and compact. Promotions are also often used to encourage consumers to purchase the chocolates.Both the Cadbury dairy milk block-size and bite-size could be purchased on impulse, depending on its packaging and its presentation. They are strategically placed at eye-level or near the checkout counter so that consumers can make an unplanned purchase. These products are most often purchased on impulse while consumers are walking buy or shopping for other household goods. These products are packages in small quantity, ranging from 50grams to 60 grams. Some examples of products that cater to this would be the newest product to the Dairy Milk range, Cadbury Dairy Milk’s Bubbly. This would make up a part of a meal and usually will be used a form of dessert substitution. This segment describes products which are normally consumed as a snatched break and often with tea or coffee. The relevant segments are the following: The Break Segment, Impulse Segment and Take-home Segment. Once dividing these customers by that base, they target them by providing specific product offerings.
One notable form of customer segmentation that Cadbury utilitizes is behaviorial segmentation, which is based on actual customer decision-making processes towards Cadbury’s products.