Cadbury STP

CADBURY IN INDIA
1948
Operation began in India
1965
Pioneered the development of cocoa cultivation in India

Company’s Profile
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 beautifully Cadbury
dairy milk stretched 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 occasion, Cadbury
dairy milk will provide the best accompaniment.
 The above point proves true to us as we find products
for different occasions like Rakhi Celebration packs
and Diwali celebration packs getting unpacked before
us.
Distribution Strategy
Factory Distributor Retailer
Customers
Product
Place Marketing Mix Promotion
Price
PRODUCT MIX
 Dairy milk product runs under the label brand of
‘Cadbury’
 Its packaging is very beautiful and attractive to
our eyes .
PRICE
 Value of the Product
Cadbury Dairy milk’s price is ranged between Rs.
5 to Rs. 150.
Emotional benefits
Cost of the Product
>
Attachment ,Happiness Price you pay for
Cadbury Dairy Milk
Care, Love, Enhances
Relations etc
PLACE
 Cadbury dairymilk is produced in Brimingham at
bournville.
 In India it has its sales offices at Mumbai,
Kolkata,Delhi and Chennai and has a
distribution network all over India.
PROMOTION
ADVERTISING SALES PROMOTION
TV
Hoardings
Brand Ambassadors
Internet
Offers
Radio
Value Packs
News papers
Magazines
SOME TAG LINES BY CADBURY
In 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’
 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
1997
With the 1999 campaign that surprised
families with `Diwali Ki Meethi
Shubhkaamnaaye’ and the `Har Pal Bane
Ek Utsav’ campaign in 2000
In 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.
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.

Cadbury STP

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How did Cadbury segment its target market?

What is Cadbury's positioning strategy?

CADBURY IN INDIA

Operation began in India

Pioneered the development of cocoa cultivation in India

 Market segmentation is a marketing strategy which

 A Target market is a group of customers a business

Factory Distributor Retailer

Place Marketing Mix Promotion

ADVERTISING SALES PROMOTION

We have been trying to get out of image

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