Cadbury Dairy Milk encapsulates an enormous
breath of emotions, from shared values such as
family togetherness, to the personal values of
individual enjoyment. It stands for goodness. A
moment of pure magic!
Cadbury Dairy Milk (CDM) entered the Indian
market in 1948, and since then for consumers across
India, the word Cadbury has become synonymous
with chocolate. CDM remains at the top of the Indian
chocolate market not only because of its most
delicious, best tasting chocolate but also because of its
Cadbury’s set out a vision to achieve
“a Cadbury in every pocket” dream
by increasing the penetration of
Cadbury means QUALITY
This is our promise
Our reputation is build upon quality
Our commitment to continuous improvement
It will ensure that our promise is delivered.
Understand the Market place and Customer Needs
Understands the targeted market.
Targets the right customers.
Products according to customer needs and
Designing a Customer Driven Marketing Strategy
Customer driven strategy.
Targets those market which are profitable for the
It includes various aspects like production, product,
Production –favorable and affordable to
Product –quality and customer satisfaction
Selling –promotions and advertisements
Marketing –strong customer relationship
It means divide the market into group of potential customers
on the basis of occupation as well as the age group of the
customer in the market.
Country –its famous all over the globe
Region- it is region independent, available
Metro- varied range of products available
Village- not so famous but available
Age and life cycle -targeted age group of 4 to 50
Gender -gender does not matter
Income -reasonable and affordable price.
Generation -not much affected by the generation
Decision roles- any person can desire to rejoice
Occasion- to share sweetness in any celebration
Benefits- to enjoy and spread happiness in society
Attitude- no specific, just joy for all
Social class- available for every class
Life style- independent of any lifestyle
Personality- any individual
Cadbury dairy milk made its position not only in the
minds of consumers but also in the market
Different promotional techniques
• By giving add through any superstar
• Electronic media
• Press media
• Sign boards
• By giving discount
• By giving funds to welfare organizations.
Positioning is all about that what is the customer concept or image of
your product in the minds of the people who likely to purchase the product.
It also concerns about what is the position of your product in the market.
Slogan -Slogans also play an important role to position a positive
concept in the minds of customers like:
-> A glass and a half of full cream
-> Cadbury is the name of quality it is our promise
Logo of Cadbury
Brand name of product
4 P’s of Marketing
Product - improvement in the quality & features of product
Price - reasonable and affordable price
Place - is to sell the chocolate at every nook and corner
Promotion - used press and electronic media to motivate &
– largest global confectionery suppliers
– high financial strength, strong manufacturing
competence, established brand name.
– totally focused on choc and unique understanding of
• Single focus of interest(chocolates), not
much diverge products in market
• Other competitors have greater international
• possibly lack of understanding of new
emerging markets compared to competitors.
• To expand its global operations. new market
with new product which are limited in particular
• attempting to increase the declining market for
chocolate with innovation.
• Brand ambassador Amitabh Bachchan for
advertising of a product
» Worldwide – there is an increasing demanding cost
environment particularly transport, packaging and
» Competitive pressure from other branded
» Aggressive price and promotion activity by promoters.
» Nutrition and healthier life style affecting demand for
core Cadbury products.
PRODUCT LIFE CYCLE
Introduction Growth Maturity