Segmentation

Targeting

Positioning

Differentiation

Marketing Strategy

SEGMENTATION

1. Geographically : Segmented by consumer preferences in the area and are sold more

predominantly in regions which consume more snack/junk food.

2. Catering to the impulse purchasers: Form a major chunk of the consumer base that the

product caters to.

Often stocked in convenience stores and the check-out aisles of supermarkets due to impulse

purchasers who are buying the chocolate for purchase and consumption now.

3. Gift segment: Giving away chocolates as gifts is a trend that is fast catching up in India

Cadbury dairy milk wants to cash in on that.

The latest segment that Cadbury dairy milk is catering to is the dessert segment.

The tradition of having a dessert after meal is present in every civilization and this is a huge

segment. The latest drive of dairy milk is to become the national dessert of the country.

As far as segmenting the market on income there are different variants of dairy milk

(Bourneville and silk) targeted towards the higher class who are ready to pay the premium for

extra dark chocolate.

Product Feature

Nestle Amul Cadbury

Market Position

2nd 3rd 1st

No. of variants Many Few Many

Gift Packs Yes No Yes

Objective To be the world’s largest and best branded food manufacturer, whilst ensuring that the brand name is synonymous with products of the highest quality

Confectioneries just happens to be a side business for Amul whose core competency lies in milk and milk products

To grow the market for chocolate confectioneryTo increase Cadbury’s share of the snacking sector

Strategy Integrated cost leadership/differentiationWide range of productsLow cost operators

No clear-cut strategy Growing the market by apt pricing strategy that will create a mass market and to have offerings in every category to widen the market

COMPETENCE, RESOURCE, POTENTIAL

Identifiable: The differentiating attributes of the segments must be measurable so that they can be identified.

Accessible : The segments must be reachable through communication and distribution channels.

Sizeable: The segments should be sufficiently large to justify the resources required to target them. A very small segment may not serve commercial exploitation.

Profitable : There is no use in locating segments that are sizeable but not profitable.

Unique needs : To justify separate offerings, the segments must respond differently to the different marketing mixes.

Measurable : The potential of the segments as well as the effect of a specific marketing mix on them should be measurable

SEGMENTATION

Segment FEATURESChocolate

ConfectionariesBeverages Gum / Candies Biscuits

Value

Mid - tier

Premium

Super - Premium

Products & Segments CDMSegments Product Pack size Rate Value Dairy Milk 9.2 Gram Rs. 5 Value Dairy Milk Shots 18.6 Gram Rs. 10 Value Dairy Milk 17 Gram Rs. 10 Value Dairy Milk 38 Gram Rs. 22 Mid-Tier Dairy Milk Crackle 42 Gram Rs. 35 Mid-Tier Dairy Milk Roast Almond 42 Gram Rs. 35 Mid-Tier Dairy Milk Fruit & Nut 42 Gram Rs. 35 Premium Dairy Milk Silk 60 Gram Rs. 55 Premium Dairy Milk Silk Fruit & Nut 60 Gram Rs. 55 Premium Dairy Milk Orange Peel 60 Gram Rs. 55 Super Premium Dairy Milk Silk 145 Gram Rs. 125 Super Premium Dairy Milk Silk Fruit & Nut 145 Gram Rs. 125 Super Premium Dairy Milk Orange Peel 145 Gram Rs. 125

DEMOGRAPHIC

AGE: 5-60

GENDER: Male/Female

FAMILY LIFE CYCLE: Young, Single, Married, Older

INCOME: As concluded from the survey that our

prices are economical so everyone can afford it.

EDUCATION: Grade school or less, some high

school, high school graduate, college graduate.

PSYCHOGRAPHIC

Attitude towards the product: the attitude towards our

product is positive as people are very in trusted in our new

product.

Life Style: Those are willing to experiment with alternate

products in place of conventional food items, as the

universe of chocolate consumption is changing from

occasion led to more casual consumption.

Occasions:-We are targeting special occasions like New Years Eve and Valentines Day . Eid etc. Benefits: - We are providing good quality product at economical prices. Keep the customers fitness in mind we are providing chocolate coated with nuts which will have a low calorie count. 

Usage Rate: The user rate is heavy in the behavioral segmentation of Cadbury dairy milk.  

BEHAVIORAL