Analysis of Marketing Mix & STP of Cadbury's

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Presented by
Mohd Sameer Ansari
718sameeransari@gmail.com

2. 1824
• Started by
John Cadbury
1861
• Factory in
Bourneville
1897
• Manufactured
1st milk
chocolate
1950
• 1st overseas
factory near
Hobart,
Tasmania
1960
• Largest
factory with
his brother
selling 16
types of
drinking
chocolate
Now
• Today is the
largest
confectionary
company in
the world
with more
than 70,000
employees
History
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3.  Cadbury was founded by John Cadbury & his brother Benjamin in 1824 in Birmingham, United
Kingdom.
 Cadbury India is fully owned subsidy of Kraft Foods Inc. and now it is wholly owned by
Mondelez International since 2010.
 In India, Cadbury began its operations in 1948 by importing chocolates.
 Today, it has 5 company-owned manufacturing facilities & 4 Sales offices in 4 metro cities. The
corporate office is in Mumbai.
 It is the market leader in the chocolate confectionery business with a market share of over 70%
in India.
 The brand Cadbury Dairy Milk is considered the ‘Gold Standard’ for chocolates in India.
CADBURY INDIA
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4.  To become the world’s biggest and best confectionery company.
 To make lots of chocolate and improve the quality of their chocolate.
 Have loads of stores worldwide.
 To be an ongoing company and achieve revenue growth of 20% per year.
OBJECTIVES
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5. What is Marketing Mix ?
It refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market.
What are the 4P’s of Marketing?
The 4P’s make up a typical marketing mix:
 Product
 Price
 Place
 Promotion
MARKETING MIX ANALYSIS
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6. 4 P’s
Product
Price
Place
Promotion
4 P’s of Cadbury
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7.  Cadbury Dairy Milk is made from real chocolate.
 Its ingredient include cocoa butter, sugar, vegetable fats, cocoa mass.
 There is a glass and half full cream in every 200 grams of Cadbury dairy milk chocolate.
 Cadbury buys 65 million litres of fresh milk each year to make Cadbury dairy milk chocolate.
 It comes in various sizes and targets all.
 The design of the chocolate is nearly the same throughout the world.
Cadbury’s also diversified its range of products such as:
PRODUCT
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Dairy Milk Perks Celebratio
ns
5-Star Bournvita Halls

8.  Price is an important element of the marketing mix.
 In India, price matters the most; it has always been the deciding factor for many marketer’s fate in the
market.
 Cadbury has a very convenient prices for all its products. It is priced same throughout the country.
 Adopted Competitive Pricing Strategy for the basic product such as Dairy Milk, Dairy Milk Shots, etc.;
whereas Premium Pricing on premium variants such as Dairy Milk Silk, Dairy Milk Glow, Bournville.
PRICE
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9. Type Quantity (Gram) Price (₹)
Dairy Milk 60 40
Dairy Milk Silk 60 60
Dairy Milk Glow 60 150
Dairy Milk Wowie 60 45
Dairy Milk Shots 60 30
PRICE
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Type Sizes (Gram)
Dairy Milk 14 & 38 gm pack
Dairy Milk Silk 60 & 160 gm pack
Dairy Milk Glow 240 gm pack
Dairy Milk Shots 5, 20 & 220 gm pack

10.  Produced at the chocolate factory in Bournville in Birmingham, UK
 After its produce and has undergone all the quality checks it is then transported to the stockrooms.
 After this Cadbury sells it products to shops that deal with beverages and confectionery e.g. corner shops,
superstores, departmental stores, etc.
 They then sell it to the general public.
 Cadbury produces chocolate for more than 200 countries so that they have a chance to enjoy it as well and
make a profit.
PLACE
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Manufacturer
Wholesaler /
Distributor
Retailer /
Dealer
Customers

11. Five company-owned manufacturing facilities:
 Thane (Maharashtra)
 Induri (Pune)
 Malanpur (Gwalior)
 Bangalore(Karnataka)
 Baddi (Himachal Pradesh)
4 Sales Office
 New Delhi
 Mumbai
 Kolkata
 Chennai
Head Office
 Mumbai
PLACE
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12.  The media mix for any campaign for dairy milk comprises
of TV, Radio, Print, Internet, etc.
 Promotion of Cadbury World to various target audiences
is a vital part of the management function.
 The big factor that has pushed up Cadbury sales is the Mr.
Amitabh Bachchan campaign. It helped restore consumer’s
faith in the quality of the product.
 The promotions increases brand loyalty, encourage repeat
purchases and at the same time increase market share.
 Cadbury spends approximately Rs. 45 Crore on
advertising.
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PROMOTION

13. DO YOU REMEMBER THIS ??
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Thandi Saans ka blast

14. AND THIS ??
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Halls
5-Star

15.  The Cadbury Celebrations journey began in 1997.
 With 1999 campaign, that surprised families with “Diwali ki Meethi Shubhkaamnaaye” & “Har Pal Bane
Ek Utsav” campaign in early 2000.
 In 2000, Cadbury positioned Celebrations as the new “Rakhi Par Ek Meetha Sa Uphar”.
 In 2002, with Shri. Gulzar’s hearthwarming lyrics “Rishte Pakne Do Aankhon Se Chakne Do” the age-old
custom of tying a rakhi was followed by gifting a box of celebrations.
 Between 2003 & 2006, with the tagline “Kyuki Sirf Shagun Hi Kaafi Nahin”.
 In 2004, Celebrations commercials starring Shri. Amitabh Bachchan cemented the spirit of friendship with the
tagline “Aisi Mithaas Jo Dosti Banaye Khaas”.
 In 2009, “Iss Diwali Aap Kise Khush Karege ?”
 Currently running under “Kuch Meetha Ho Jaaye”.
CADBURY CELEBRATIONS
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16. “Khane Waalon Ko
Khane Ka Bahana
Chaiye”
“Kuch Meetha Ho
Jaaye”
“Shubh Aarambh”
“Aaj Pehli Taareek
Hai”
“Pappu Paas Ho
Gaya”
PROMOTIONAL STRATEGIES

17. MARKET SEGMENTATION
Region: Chocolates are everybody’s
favourite so there is no limit of region. It is
used all over the world.
Countries: Perhaps categorized by size,
development and membership of
geographic region.
Age: 05 years & above
Gender: Male & Female
Family Life Cycle: Young, Single, Married &
Older.
Income Group:
Premium products – Dairy Milk Silk, Dairy
Milk Glow, Bourneville.
Basic products – Dairy Milk, Dairy Milk Shots,
etc.
Demographic
Segmentation
Geographic
Segmentation
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18. MARKET SEGMENTATION
Attitude: The attitude towards the
product is positive as people trust in
new products.
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: Targeting special occasions like
New Years Eve, Valentines Day, Eid,
Diwali, etc.; After dinner as a desert.
Benefits: Providing good quality product
at economical prices.
Behavioural
Segmentation
Psychographic
Segmentation
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19. Mass Targeting – Targets everyone
TARGETING
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20.  Youth see Cadbury as a synonym for chocolate.
 ‘Meetha’ did to Cadbury’s what ‘Thanda’ had done to Coco-Cola. Both helped them crawl their ways
through into the hearts of rural population.
 In the initial stage, it positioned itself as spontaneous, special, carefree, real moments (Mazza aa gaya)
 The tagline “Meethe me kuch meetha ho jaaye” positions Dairy Milk as a dessert (sweet).
 Cadbury Dairy Milk Silk has been positioned to be about ‘moments’ – moments when the chocolate is
enjoyed, moments which are like silk.
POSITIONING
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21.  Cadbury should bring out new products for health conscious people.
 It should continue to promote itself as substitute to mithai.
 Choco-biscuits should be introduced.
 Should consider attractive display or its own ‘Chocolate Boutique’ (Retail Store)
 New flavour like strawberry, vanilla, etc should be introduced.
RECOMMENDED STRATEGY
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