Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Cadbury Dairy Milk STP and 4P's

27,989 views

Published on

STP and 4P's of Cadbury Dairy Milk

Published in: Marketing
  • Follow the link, new dating source: ❤❤❤ http://bit.ly/36cXjBY ❤❤❤
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Dating direct: ❶❶❶ http://bit.ly/36cXjBY ❶❶❶
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/qURD } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/qURD } ......................................................................................................................... Download doc Ebook here { https://soo.gd/qURD } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • D.I.Y. 10 Second Flavor-Pairing Trick for Female Weight Loss: CLICK HERE: Instructions and Weight-Loss Doubling Success Stories... ★★★ https://bit.ly/2YcYRME
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Cadbury Dairy Milk STP and 4P's

  1. 1. By Chanchal Hari Jayesh
  2. 2. About Cadbury  Cadbury Dairy Milk (CDM) was launched in 1905 in U.K  Cadbury began its operations in India in 1948 by importing chocolates  It is the market leader in the chocolate confectionery business with a market share of over 70% in India  Cadbury India, on 21 April 2014, changed its name to Mondelez India Foods Limited
  3. 3. Global Chocolate Market Global market is still dominated by Western Europe and North America, emerging markets clearly represent the future. The BRIC countries (Brazil, Russia, India and China) accounted for 55% of global confectionery retail growth in 2011. Right now, Indians eat only 165 grams (less than 6 ounces) of chocolate a year. The Chinese eat only 99 grams (3.5 ounces).
  4. 4. Indian Chocolate Market • India is the world's fastest growing market for chocolates. • Registering 15% annual growth between 2008 and 2012. • The Indian chocolate market is worth around Rs 5,562 crore. • 400 Kgs of chocolate consumption in India per minutes. • Low priced unit packs, increased distribution reach and new product launches can be said to have fuelled this growth. India chocolate industry will be growing at the CAGR 23% by volume between the years 2013-2018 and reach at 3,41,609 Tons.
  5. 5. Segmentation  Demographic Segmentation  Income –  Premium products – Dairy milk silk, Dairy milk glow etc.  Basic products – Dairy milk, Dairy milk shots etc.  Behavioural Segmentation  Occasion Segmentation – Celebration, After Dinner as a dessert.
  6. 6. Targeting  Mass Targeting – Targets everyone
  7. 7. Positioning  Youth see Cadbury as a synonym for chocolate  In the initial stage it positioned itself as Spontaneous, special, carefree, real moments (Mazza aa gaya)  The tagline “Meethe mein kuch meetha ho jaaye” positions Dairy Milk as a dessert (sweet)  CDM Silk has been positioned to be about 'moments' -- moments when the chocolate is enjoyed, moments which are like silk.
  8. 8. Market Share  CDM has about 35 per cent share of the Indian chocolate market.  Nestle with its brands, Munch, KitKat, Bar One and Milkybar, has about 25 per cent.  Cadbury 5-Star has about 14 per cent; while Perk and Gems have 7 per cent each.  Cadbury Celebrations has 5 per cent and Bournville has about 1 per cent market share.
  9. 9. Product  The amount of milk content in dairy milk is highest when compared to its competitors  The components used are sugar, cocoa butter, vegetable fats, cocoa mass and emulsifiers  It comes in various sizes and targets all  The design of the chocolate is nearly the same throughout the world
  10. 10. Product Depth
  11. 11. Products in India • Dairy Milk • Dairy Milk Shots • Dairy Milk Fruit & Nut • Dairy Milk Roasted Almonds • Dairy Milk Crackle • Dairy Milk Glow • Dairy Milk Wowie • Dairy Milk Silk • Dairy Milk Silk Fruit & Nut • Dairy Milk Silk Carmelo • Dairy Milk Silk Roasted Almonds • Dairy Milk Silk Orange Peel
  12. 12. CDM Product Life Cycle 1905 2010 Life Cycle Extension
  13. 13. Sizes  Dairy milk - 14gm and 38gm Pack  Dairy Milk Silk - 60gm and 160gm pack  Dairy milk shots – 5gm, 20gm and 220 gm  Dairy Milk Glow – 240 gm
  14. 14. Price  It is priced same through out the country  It has adopted competitive pricing for basic products and premium pricing for other products  It is available in the price range of Rs 2 to Rs 600  Available in various sizes
  15. 15. Pricing Type Quantity (Grams) Price (Rs) Dairy Milk 60 40 Dairy Milk Silk 60 60 Dairy Milk Glow 60 150 Dairy Milk Wowie 60 45 Dairy Milk Shots 60 30 Dairy Milk Caramello 60 70
  16. 16. Distribution • Cadbury product are sold to Wholesalers and retailers • 2100 distributors • 450000 retailers • Available in all supermarkets and Kiryana stores
  17. 17. Business Operations 5 Company owned Manufacturing Services •Thane •Pune •Gwalior •Bangalore •Himachal Pradesh 4 Sales office •New Delhi •Mumbai •Kolkata •Chennai Corporate Head Office •Mumbai
  18. 18. Promotion  The media mix for any campaign for diary milk comprises of TV, radio, print, OOH and Internet  The advertisements are used to create an emotional bonding with the consumers  The promotions increase brand loyalty, encourage repeat purchases and at the same time increase market share  Cadbury spends approximately 45 crore on advertising.
  19. 19. Asli Swad Zindagi Ka Adult chocolate consumption in India is very low the famous Cadbury ad, 'kuchh khaas hai hum sabhi mein' aimed to do this."
  20. 20. Pappu Paas Ho Gaya This ad aimed at positioning CDM as a sweet. In India people celebrate every happy occasion by distributing sweets. It was aimed to address the lower SEC in small towns. https://www.youtube.com/watch?v=xs-r6wJ7k0c
  21. 21. Kuch Meetha Ho Jaaye Tried to relate to the consumers culturally by positioning it as a sweet. All the ads are based on a joint family thus relating to India culturally.
  22. 22. Meetha Hai Khaana Aaj Pehli Taarek Hai Cadbury 'pays' a tribute to the salaried employees by giving them another reason to celebrate the payday.
  23. 23. Shubh Aarambh
  24. 24. Dairy Milk Silk "The obvious part of the communication is the self-indulgent product and the irresistibility of it
  25. 25. Out Of Home Advertising
  26. 26. Evolution of Promotion Techniques
  27. 27. Website • The four flavors are distinctly & prominently displayed on the site. • Clicking on any of the four icons leads to the related game, TV commercial, Social Buzz, recommendation of Mobile Apps & in the end a page to vote for the favourite flavour.
  28. 28. Facebook Promotions The first post which was about the favourite flavour elections of dairy milk chocolates coincided with the general election-results day. Similarly the latter post added a pinch of humour & coincided with the IPL playoffs.
  29. 29. Packaging
  30. 30. S.W.O.T Analysis Strength • Topmost chocolate provider in the world • Brand loyalty • Low cost of production due to economic of scale • Strong distribution network. Weaknesses • Lack of market penetration • Relatively high Price Brand • Limited variety of products • Poor technology in India compared to current international technologies Opportunities • India CAGR 2013-18 is 23% • Population 1.27 Billion • Bring efficiency in logistics and distribution with the help of technology. • Introduction of foreign products in India. Threats • Faced a worm scandal • In confectionery segment Threats from company like Amul & Nestle. • Government Policies • Rise in raw materials cost cocoa beans, dairy products & Sugar.

×