PRINCIPLES OF MARKETING

Course Facilitator: Sidra FarooqMaria IqbalYamna Alam

Muqaddas NoureenSohaib SaleemKhaleel UllahAbdul Wahab

Marketing Plan

1 litre pack 200ml pack

History Of Cadbury

• Founder: John Cadbury• Year: 1824• Location: Birmingham, UK• It operates over 60 countries• Worlds leading confectionary

company• Introduced in Pakistan in 1993

Segmentation

Geographic segmentation:

Urban Areas of Pakistan with

all major cities

Demographic Segmentation

CDMS is for age group from 5-60 & any size of family

Psychographic Segmentation

Middle and upper class &

For all personality types

Behavioral Segmentation

Used as a regular drink as well as for All kind of

occasions & holidays

Target Market

• Our target market strategy is Concentrated Marketing

• To serve better to targeted customers or niches.

• And give greater value to targeted customers.

Value Proposition

• Its not just a drink “IT’S A SIP OF TOGETHERNESS AND JOY”• Cadbury Dairy milk shake follows the strategy

of “more for More”• It is actually attached with emotions, shared

values like family togetherness to the personal value of individual joy.

Positioning Statement

• To pleasure seekers, who needs some extra joy of sharing's and togetherness ,Cadbury dairy milk shake is a sip of pleasure that goes one step forward and provides some extra joy of being together.

CompetitorsNestle Milo:• Energetic drink, added photo malt packed in tetra pack.

Retail price of 250ml is 45/- Pakola falvored milk:

Flavored milk with many flavors available. Retail price of 250ml is 30/-

Day fresh:• Flavored milk with chocolate, strawberry, ice cream soda, Olpers rooh-afza:• Milk flavored with rooh afza with retail price of 1.5 litres

Rs. 250/-

STRENGHTS

• Valuable loyal customers of CDM will also admire CDMS.

• Added in the daily life of customer.• Advertising wisely to touch the pinpoint of

customer.• Good for health conscious people.

Weaknesses

• Not suitable for diabetic patients.• Its excessive consumption can cause obesity.• Not very common in masses.

Opportunities

• Can enter in sugar free shakes industry by introducing sugar free shake line.

Threats

• Social changes like consumer’s obsession to obesity consciousness.

• Threat of entrance of new competitor in the market with better product with lesser price as well.

• Inflation

BRAND EXTENSION

EXISTING NAME

NEW CATAGORY

Marketing MixPRODUCT

PRICE

PLACE

PROMOTION

PRODUCT

• Features • Design • Ingredients• Packaging

Features:

• Premium taste of Cadbury Dairy Milk. • Good source of carbohydrates, protein,

calcium, vitamin D• Helps in muscles rebuild, lowers inflammation.• You can have it on parties, shopping,

hangouts, movie nights, birthday parties etc

Design:

• Wrapped in typical traditional purple white packaging of dairy milk.

Ingredients:Sugar

Fat reduced cocoa powder

Skimmed milk powder

Glucose syrup

Salt

Milk protein

Sweetener (E955)

Flavorings (dairy milk)

Cocoa sugar

Emulsifier ( E481

Stabilizer (E452, E340)

Anti- Caking Agent (E551)

Ingredients (continued)

Anti-caking agent (E551):• Helps in keeping milk in liquid formSweetener (E995):• It is also known as sucralose, non-caloric

sweetenerEmulsifier (E481):• Combination of stearic acid and lactic acid

resulting in a mixture of several component

Ingredients (continued)

Stabilizer (E340):• It is a potassium phosphate, it prevents from

desiccation and formation of clumps.Stabilizer (E452):• Maintains the uniform dispersal of food.

Packaging:

• Tetra pack which protect product from germs and keep it hygienic and fresh by its 6 layers packaging.

• Both 250ml and 1 litre tetra packs will be available to our customers.

PRICE

• The pricing of a product depends upon the consumer market and the marketing targeted.

• This product has been introduced to bring a new taste to the brand. It is more than a chocolate shake due to its ingredients consumption; the ingredients are not used to only satisfy the demand of a chocolate shake but it left a healthy and peaceful experience.

• The price of the product fulfills the market demands 30 rupees for the regular pack and 160 for the family pack

place

DISTRIBUTION CHANNEL

•PRODUCER

•WHOLESALER

•RETAILER

•CONSUMER

STOCK KEEPING UNIT:

• 200 ML TETRA PACK in general stores, departmental stores.

• 1 litre TETRA PACK in Marts, Superstores, departmental stores countrywide.

Promotion

Promotion mix strategy• We will use the blend of both “pull” and

“push” strategies. i.e.• Advertising and promotions (pull strategy)• Promotions via channel members (push

strategy)

Advertising

“A SIP OF TOGETHERNESS AND JOY”

Budget Decision

• Approach for budgeting we follow is objective and task.

Newspaper

• Our focus will be on popular newspapers like Jang, dawn, Express

• Also other local newspapers.

A SIP OF TOGETHERNESS AND JOY

Social Media

• We’ll target those customers who are already using dairy milk.

• By likes of dairy milk.

Bill Boards

A SIP OF TOGETHERNESS AND JOY