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CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
CADBURY`S DAIRY MILK .
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CADBURY`S DAIRY MILK .

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MARKETING MIX, SEGMENTATION , TARGET MARKET, POSITIONING OF CADBURY`S DAIRY MILK IN INDIA..

MARKETING MIX, SEGMENTATION , TARGET MARKET, POSITIONING OF CADBURY`S DAIRY MILK IN INDIA..

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  • 1. PRESENTED BY,<br /> GAURAV H. NANJANI<br /> PGDBM. BATCH 09-11<br /> RIZVI MANAGEMENT INSTITUTE<br /> BANDRA(w) MUMBAI<br />
  • 2. For over 3000 years,<br /> Chocolate…like gold, has had a universal appeal<br />
  • 3. <ul><li>First people who made chocolate were the Mayas and the Aztecs
  • 4. They drank chocolate as a bitter and spicy beverage called “xocoatl” (“bitter water”)
  • 5. Chocolate played an important role in their social and religious life
  • 6. It symbolized life and fertility and was also used as medicine
  • 7. It was a drink for wealthy and important people </li></ul> (royalty, priests, etc.)<br /><ul><li>Cocoa beans were also used as money</li></li></ul><li>IS CHOCOLATE HEALTHY?<br />YES<br />
  • 8. BENEFITS<br />Decrease blood pressure <br />Improve circulation <br />Lower death rate from heart disease <br />Improve function of endothelial cells that line the blood vessels <br />Defend against destructive molecules called free radicals, which trigger cancer, heart disease and stroke <br />Improve Digestion and stimulate kidneys <br />Has been used to help treat patients with anemia, kidney stones and poor appetite<br />
  • 9.
  • 10. Company’s Profile<br /><ul><li>Founder: JOHN CADBURY
  • 11. LOCATION: Birmingham, UK.
  • 12. YEAR: 1824</li></ul>OPERATE IN OVER 60 COUNTRIES<br />WORLD&amp;apos;S LARGEST CONFECTIONERY COMPANY<br />WORLDWIDE, CADBURY HAS 60,000 EMPLOYEES <br />
  • 13. 1948<br />Operation began in India<br />1965 <br />Pioneered the development of cocoa cultivation in India<br />CADBURY IN INDIA<br />
  • 14. Vision &amp; Mission<br />Vision:<br /> &amp;quot;Working together to create brands people love&amp;quot; <br />Cadbury’s mission statement<br />  Says simply, ‘Cadbury means quality’; this is our promise. Our reputation is built upon quality; our commitment to continuous improvement will ensure that our promise<br />  <br />Mission Statement 0f the product: <br /> The mission statement of our new product is “To provide our customers with a tempting and exquisite taste” as Enticing Treats means a mouth watering treat which is simply irresistible.<br />
  • 15. Popular Brands in INDIA<br />Chocolates<br />Beverages<br />Snacks<br />GUMS<br />CANDy’s<br />
  • 16.
  • 17. CHOCOLATE BAR MADE BY CADBURY.<br />BORN IN YEAR 1905. BOURNVILLE, U.K<br />CAME TO INDIA AT 1948<br /> 30% VALUE SHARE OF THE INDIAN CHOCOLATE MARKET.<br />
  • 18. PRODUCT<br />
  • 19. CHOCOLATE BAR.<br />MADE FROM REAL DARK CHOCOLATE.<br />SIMILAR DESIGN WORLDWIDE.<br />CONTAINS MORE MILK THAN ANY OTHER CHOCOLATE BAR.<br />AVAILABLE IN 10.5g, 22g, 95g, 165g &amp; OTHER PREMIUM PACKS<br />
  • 20. INGREDIENTS<br />
  • 21. VARIANTS<br />
  • 22. PRICE<br />
  • 23. PRICE MENTIONED ABOVE ARE SAME ALL OVER INDIA.<br />COMPETETIVE PRICING.<br />DUE TO PRICE HIKE IN RAW MATERIAL AND LABOUR COST COMPANY HAD NOT INCREASED THE COST OF PRODUCT BUT REDUCED THE WEIGHT OF PRODUCT.<br />EG. 5 RS PACK WAS OF 13gm BUT NOW IT IS 10.5gm<br />
  • 24. PLACE<br />
  • 25. Business Operations<br />Five company-owned manufacturing facilities:<br />Thane<br />Induri (Pune)<br />Malanpur (Gwalior)<br /> Bangalore<br />Baddi (Himachal Pradesh)<br />4 sales offices:<br />New Delhi<br /> Mumbai<br />Kolkota<br /> Chennai <br />Corporate/Head office:<br />Mumbai<br />THESE FACTORIES CHURN OUT CLOSE TO 8,000 TONNES OF CHOCOLATE ANNUALLY<br />
  • 26. DISTRIBUTION<br /><ul><li>CDM ARE SOLD DIRECTLY TO WHOLESELLER AND RETAILERS.
  • 27. CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES 2100 DISTRIBUTORS AND 450,000 RETAILERS.</li></ul>RETAILER<br />WHOLESELLER<br />
  • 28. PROMOTION<br />
  • 29. <ul><li>Strong brandsare very important in the chocolate confectionery market.
  • 30. Almost 80% of chocolate purchases are made on impulse.
  • 31. The media mix for the campaign comprises TV, outdoor, Internet and radio.
  • 32. Use of emotional appeals in advertising.
  • 33. Concentrated more on TV. Advertisement.</li></li></ul><li>A FEW ADVERTISEMENTS<br />The ‘Real Taste of Life’ with the girl dancing on the cricket field<br />The message: ‘Dairy Milk is for enjoyment’<br />
  • 34. During late 90’s<br />Campaign: ‘Khanewalonkokhane ka bahanachahiye’.<br />Target: widening chocolate consumption among the masses<br />
  • 35. More recently<br />Campaign: ‘kuchmetha ho jaye’.<br />Target: to associate Cadbury with celebratory occasion.<br />
  • 36. Campaign: ‘pappu pass ho gaya’.<br />Target: encourage those who have pass the exams to celebrate with Dairy Milk.<br />
  • 37. Campaign: ‘Miss Palampur’<br />Target: Focusing on the adults.<br /><ul><li>Campaign: ‘AAJ PAHLI TARIK HAI’
  • 38. Target: To celebrate pay day / salary day</li></li></ul><li>THE BIG ‘B’ FACTOR<br /><ul><li>Cadbury appointed Amitabh Bachchan as its brand ambassador.
  • 39. The Big factor that has pushed up CDM sales is the Amitabh Bachchan campaign. </li></li></ul><li>PACKAGING<br />
  • 40. PACKAGING STYLES<br />1905<br />1930s<br />1970s<br />1960s<br />
  • 41. PRESENT<br />Pearlfisher is the design agency responsible for the execution of the pack&amp;apos;s new look.<br />
  • 42. PACKAGING MATERIAL<br /><ul><li>ALUMINIUM FOIL
  • 43. PAPER COVER
  • 44. PLASTIC COVER</li></li></ul><li><ul><li>Protect the product from physical damage or deterioration
  • 45. Display the product – good graphic design and shape is important.
  • 46. Attracting customers
  • 47. Improved efficiency</li></ul>ADVANTAGES OF PACKAGING<br />
  • 48. S T P<br />SEGMENTATION TARGET MARKET POSITIONING<br />
  • 49. segmentation<br />geographic SEGMENT<br />IMPULSE SEGMENT<br />For eating then and there.<br />“Khaanewalokokhane ka bahanachahiye”<br />GIFT SEGMENT<br />Purchased to gift some one.<br />
  • 50. TARGET MARKET<br />The prospective customers of Cadbury Dairy Milk have changed have changed from kids to adults-including every family member to celebrate any occasion with Dairy Milk.<br />
  • 51. Positioning<br />For kids across India,<br /> the word ‘Cadbury’ is synonymous with chocolates. <br />CDM positioned as<br /> ‘The perfect expression of love’ <br />“Mazzaaagaya”<br />spontaneous, carefree, special, real moments. <br />&amp;quot; KuchMeetha ho jaye “<br />The brand want itself to be synonymous with Sweet.<br />
  • 52. PRODUCT LIFE CYCLE<br />
  • 53. COMPETITORS<br />
  • 54. Achievements<br />Major Achievements of Cadbury<br />Worlds No 1Confectionery company<br />World&amp;apos;s No 2 Gums company.<br />World&amp;apos;s No 3 Beverage company.<br />Cadbury Dairy Milk &amp; Bournvita have been declared a &amp;quot;Consumer Superbrand&amp;quot; for 2006-07 by Superbrands India.<br />Cadbury India has been ranked 5th in the FMCG sector, in a survey on India&amp;apos;s most respected companiesby sector conducted by Business World magazine in 2007.<br />Cadbury India has been ranked as the 7th Great Place to Work and the No. 1 FMCG company in India in 2008, by the Great Place to Work Institute.<br />Asian Marketing Effectiveness Awards 2008 for Bournvita Folk/Fusion campaign - GOLD award for the &amp;quot;Best Insights and Strategic Thinking&amp;quot; and SILVER award for the &amp;apos;Most Effective Use of Advertising&amp;apos;.<br />
  • 55. THANK YOU<br />

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