cadbury marketing stratergy
TRANSCRIPT
PowerPoint Presentation
History of Cadbury India :-Cadbury entered in India by 1948 , but was found in 1824, Birmingham, United Kingdom.
It has its headquarters and offices in various parts of the country
presently the Cadbury India is known as Mondelez India foods Ltd.
Marketing planMarketing Objective:-Positioning diary milk as a successful alternative to the traditional Indian sweets in order to cash in the rich tradition of Indian people associated with desserts
Sustain market share over the year through product innovation in product development and packagingSTP analysis for Cadbury Diary Milk:-SegmentationTargetingPositioning
Campaigns Targeted AudienceSegmentsThe real taste of life , Kuch khas hai zindagi me , No umar for lalach
Higher age people can eat chocolate without fearkhanewalo ko khane ka bahana chahiyeReplacing methaifrom the family occasion.Kuch meeta ho jayeMiddle age groupPsychology(that there is a kid in all of us)
Behavioral mass marketing
Special moments and ceremony
Pappu Pass ho gayaAll types of students .User status and happy momentsCampaignsTargeted AudienceSegmentsMiss Palampur
Meetha hai khana aaj peheli tarik hai
Kiss me and miss me
Rural market with introduction of Rs.5/- Dairy Milk
All family members in a middle class nuclear famiy
Youth and middle age group and little high standard of livingVillages (geographic segment)
Psychology on the basis of family lifestyle and status
Modern era ,premium segment ,introduction of dairy milk silk
Youth see the word Cadbury as a synonym for chocolate, others see it as synonyms for sweet and love and bliss.In India it positioned itself as spontaneous, special, carefree, real moments (Real taste of life) in the initial stage.But later it tried to position itself as brand that is synonymous with sweet (Kuch meetha ho jaye).The recent campaign (Shubh Aarambh) tries to take forward the initial positioning of dairy milk as an alternative for the traditional sweet and positions itself as something that is as auspicious as the sweet which is generally offered as bhog to gods.
The newest campaign targets the relationship of friendship i.e badti dosti ke naam
Product:- The product Diary Milk is a chocolate bar that is made from real dark chocolate. The design of the chocolate is nearly same throughout the world with slight changes that are made according to the different regions. The amount of milk content in dairy milk is the highest as compared to other competitors.Price:-ProductWeight(gms)Price(Rs)Dairy milk9.55Dairy milk1410Dairy milk3020Dairy milk crackle , Roast almonds4235Dairy milk silk6060Dairy milk silk160150
Place:-
The company has five company owned manufacturing capacities in Thane, Induri (Pune), Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh).
The sale offices are located in the metros and the head office is located in Mumbai.
The distribution structure is such that Cadbury dairy milk are sold directly to the retailers and the whole sellers.
Cadburys distribution network used to encompass 2100 whole sellers and 450,000 retailers.
Advertisements on Television
Advertisements in print media
Hoardings ,Posters ,Banners ,Pamphlets , wall paintings,etc
Internet
Radio
Free sampling
Other Promotional activities
Broadcasting /mass advertising
Online advertising and E-commerce
INTERNET
Print media and outdoor Advertising
Street furniture
Early newspaper adds and posters
Ongoing newspaper ads and posters
Public relations and Corporate Philanthropy
Cadbury CSR activities
Cadbury industry awards
Free sample distribution and customer services
Other promotional activities