marketing segmentation of Cadbury

Presentation of

Principles of Marketing.

on

By -:Tanzil Khan

&Vasant pathak

Company’s Profile

Founder: John CadburyLocation: Birmingham, Uk.Year: 1824

OPERATE IN OVER 60 COUNTRIES

WORLD'S LARGEST CONFECTIONERY COMPANY

WORLDWIDE, CADBURY HAS 60,000 EMPLOYEES

1948

Operation began in India

1965

Pioneered the development of cocoa cultivation in India

CADBURY IN INDIA

Distribution Strategy

Factory

Wholeseller

Retailer

Customers

WHAT IS MARKETING SEGMENTATION?

Market segmentation is a marketing strategy which involves dividing a broad target market into subsets of consumers, businesses, or countries who have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them.

SEGMENTATION

Psychographic segmentation: Cadbury dairy milks product segmentation is done on the basis of ‘size’ as bars, small blocks, large blocks.

Geographic segmentation: rural, urban and semi urban. Behavioral Segmentation: for eating then and there

(“khane walo ko khane ka bahana chahiye”as its tag ine) and for gifting it to someone(“celebration pack”)

WHAT IS TARGET MARKET?

A target market is a group of customers a business has decided to aim its marketing efforts and ultimately its merchandise towards. A well-defined target market is the first element of a marketing strategy.

TARGET

• When logically analyzing, we tend to deduce that CADBURY DAIRYMILK targeted only the children aged between 4 to 16.

• But it is worth admiring that how beautifuly cadbury dairymilk streached its perspective target group into an infinite age group

WHAT IS POSITIONING?

Positioning is a marketing concept that outlines what a business should do to market its product or service to its customers. In positioning, the marketing department creates an image for the product based on its intended audience. This is created through the use of promotion, price, place and product.

POSITIONING According to the companies website its positioning

“Delivering recipes for life’s upbeat occasions- i.e no matter what your humour or the ocassion, Cadbury dairy milk will provide the best accompaniment.

The above point proves true to us as we find products for different ocassions like Rakhi Celebration packs and Diwali celebration packs getting unpacked before us.

Marketing Mix

Product

Promotion

Price

Place

PRODUCT MIX Dairy milk product runs under the label brand

of ‘Cadbury’ Its packaging is very beautiful and attractive

to a child's eye.

PRICE Cadbury Dairy milk’s price is ranged between

Rs. 5 to Rs. 150. Value of the Product

Emotional benefits Cost of the Product

Attachment ,HappinessCare, Love, Enhances Relations etc

Price you pay for Cadbury Dairy Milk>

Price

PLACE Cadbury dairymilk is produced in

Brimingham at bournville. In India it has its sales offices at Mumbai

Kolkata Delhi and Chennai.

PROMOTION

Brand Ambassadors

OffersValue Packs

ADVERTISING SALES PROMOTION

SOME TAG LINES BY CADBURYIn 1998 –”Khaane Waalon ko khaane ka Bahana Chhayie”.In 2004, the `Kuch Meetha Ho Jaaye’ , `Pappu Pass Ho Gaya’ ,’Miss Palampur’ .In the year 2010, the `Shubh Aarambh’ 

In 2003 cadbury dairymilk came up with ‘khush ho khamakha’ and ‘maza aa gaya’

Later it cameup with taglines‘pehli tareek’ and ‘shubh aarambh’ and it is current running under ‘kuch meetha ho jaye’.

The Cadbury Celebrations journey began in 1997With the 1999 campaign that surprised families with `Diwali Ki Meethi Shubhkaamnaaye’ and the `Har Pal Bane Ek Utsav’ campaign in 2000In 2000, Cadbury positioned Celebrations as the new `Rakhi Par Ek Meetha Sa Uphar’ .In 2002, With Gulzar’s heartwarming lyrics `Rishtey Pakne Do’, `Aankhon Se Chakne Do’, the age-old custom of tying a Rakhi was followed by gifting a box of Celebrations.

PEOPLE In India, Cadbury’s: Managing Director : Anand Kripalu Non executive Director: Radhakrishnan

Menon & others. Executive Director: Atul Bhatia & others

CONCLUSION

We have been trying to get out of image of "Just another chocolate” and have tried to position as for all and not only for kids. We would be successful in doing so and customers would believe that Cadbury is not only a chocolate but means of celebrations on all occasions.