1.0 Introduction: This report will setupa marketing plan for Mondelez Australia Pty for one of its leading brand Cadbury’s. After situation analysis now need tothink about the market for Cadbury’s as a whole. First should think about the STP (segmenting, targeting and positioning). To design a product for the customer, at first need to segment the market and after segmenting the market need to set up target market for or target customer for the product. After segmenting and targetingmarketers then positioning their offer or value their proposition.To think about some of the major features of marketing for example product, price,place and promotion to design a marketing mix. The marketing mix is basically entails of product, price, place (distribution) and promotion (marketing communication) strategy. 2.0 Segmenting the Market: “STP is the process of segmentation, targeting, and positing that firms use to identify and evaluate opportunities for increasing sales and profits” (Grewal 3e). Market segment can be defined in a way that when a group of consumers reactcorrespondingly to a company’s marketing efforts. The process by which markets can be divided into groups according to needs, wants and characteristics of different consumers can be demarcated as market segmentation (Grewal 3e). Now my company is going to segment their potential market for Cadbury’s into three different ways. 2.1 Potential segments: According to Roy Morgan Research on food segmentation, MondelezAus Pty segments their potential markets for Cadbury’s into three ways which are given below: • Entertainers (8% of Australians) This segment group is consists of 18-25 year old peoples who loves the community side of food and are tremendous entertainers. • Trendsetters (9% of Australians) This segment is enthusiastic for new foods, new flavours and new involvements and this group consists of 26-33 year old peoples. • House proud (22% of Australians) This segments loves to eat home cooked food. They are very fond of cooking and grocery shopping. This group entails of 34-41 year old peoples. 2.2 Geographic This is one of segmentation methods which segments potential consumers into groups on the base of their living (Grewal 3e). 2.3 Demographic Demographic measurement are easy to identify as in this process consumers are grouped based on their age, gender, income and education 2.4 Psychographic Psycho 2.5 Behavioural: