Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cadbury India

2. Name Founded Founders* Headquarters Industry Managing Director Products Employees Company Profile : Cadbury : 19 July 1948 : John Cadbury & Benjamin : Mumbai : Confectionary : Anand Kripalu : DairyMilk, Perk, Gems, etc : 2000 2 Hypup Media, ©2014, All rights reserved. *Founders of Cadbury India’s parent company

3.  Started operations by importing chocolates.  Production in Thane, Pune, Gwalior, Hyderabad, Bangalore and Baddi.  Sales offices in New Delhi, Mumbai, Kolkata and Chennai.  70% market share of chocolate confectionery business  Cadbury India, on 21 April 2014, changed its name to Mondelez India Foods Limited. Company Profile Hypup Media, ©2014, All rights reserved. 3

4. Key Brands  Dairy Milk  Bournville  Fruit & Nut  Picnic  Perk  Gems  Tobleron  Eclairs  Nutties  Temptation  Ovaltine  Drinking  Bournita  Oreo Hypup Media, ©2014, All rights reserved. 4

10. Cadbury Dairy Milk Dairy milk shots 8gm, Rs 2 Dairy milk 12gm, Rs 5 Dairy milk 23gm, Rs 10 Dairy milk 40gm, Rs 20Roasted Almond 42gm, Rs 30 Crackle 42gm, Rs 30 Fruit and nut 44gm, Rs 30 Home pack 96 gm, Rs 50 Dairy milk Silk 80gm, Rs 60 Product Depth 1 0 Hypup Media, ©2014, All rights reserved.

11. Segmentation  Break Segment products which are normally consume as a snatched break and often with tea and coffee, for example Cadbury’s Perk and snack range.  Impulse segment these products are often purchase on impulse, eating these and then. They include product such as Cadbury’s Dairy Milk.  Take home segment this describes product that are normally purchased in supermarkets, taken home consumed at a later stage. 1 1 Hypup Media, ©2014, All rights reserved.

12. Targeting  Cadbury India has distinguished its product offerings to specific class of consumer groups. For example, Cadbury Temptations and Bourneville are meant for higher end consumer groups who are willing to pay more for the dark chocolates. 1 2 Hypup Media, ©2014, All rights reserved.

13. Positioning Hypup Media, ©2014, All rights reserved. 1 3  The punch by the company for advertising this product life. ‘Real taste of Life’, itself defines the positioning of the product. The chocolate is meant for all age groups. It symbolizes fun, enjoyment, good items. It has goodness of milk, taste and appetite appeal  The prospective customers of Cadbury have changed from kids to adults-including every family member to celebrate any occasion with Cadbury chocolates.

14. Cadbury ,with its effective marketing and an accurate STP strategy has ruled over consumer's taste buds and as for the company, it was always A Sweet Success Story that continues. Conclusion Hypup Media, ©2014, All rights reserved. 1 4