Marketing of Cadbury


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Marketing of Cadbury

  1. 1. INTRODUCTION 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!
  2. 2. INTRODUCTION 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 memorable communication.
  3. 3. Vision Cadbury’s set out a vision to achieve “a Cadbury in every pocket” dream by increasing the penetration of chocolates.
  4. 4. Mission 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.
  5. 5. Understand the Market place and Customer Needs Understands the targeted market. Targets the right customers. Products according to customer needs and requirements.
  6. 6. Designing a Customer Driven Marketing Strategy Customer driven strategy. Targets those market which are profitable for the company. It includes various aspects like production, product, selling concepts
  7. 7. Marketing Concept  Production –favorable and affordable to customer  Product –quality and customer satisfaction  Selling –promotions and advertisements  Marketing –strong customer relationship
  8. 8. Customer Driven marketing Strategy Market Segmentation Target Marketing Market Positioning
  9. 9. Market Segmentation 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.  Geographical Segmentation  Demographic Segmentation  Behavioural Segmentation  Psychographic segmentation
  10. 10. Geographic Segmentation  Country –its famous all over the globe  Region- it is region independent, available anywhere  Metro- varied range of products available  Village- not so famous but available
  11. 11. Demographic Segmentation Age and life cycle -targeted age group of 4 to 50 years. Gender -gender does not matter Income -reasonable and affordable price. Generation -not much affected by the generation differences
  12. 12. Behavioral Segmentation Decision roles- any person can desire to rejoice the sweetness Occasion- to share sweetness in any celebration Benefits- to enjoy and spread happiness in society Attitude- no specific, just joy for all
  13. 13. Psychographic Segmentation Social class- available for every class Life style- independent of any lifestyle Personality- any individual
  14. 14. Market positioning 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.
  15. 15. Positional Strategy  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
  16. 16. 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 & inspires customer
  17. 17. Supply Chain Management Company Suppliers Intermediaries Competitors Customers Public
  18. 18. Strength: – largest global confectionery suppliers – high financial strength, strong manufacturing competence, established brand name. – totally focused on choc and unique understanding of customer wants.... SWOT Analysis
  19. 19.  Weakness: • Single focus of interest(chocolates), not much diverge products in market • Other competitors have greater international experience • possibly lack of understanding of new emerging markets compared to competitors. SWOT Analysis
  20. 20.  Opportunities: • To expand its global operations. new market with new product which are limited in particular region. • attempting to increase the declining market for chocolate with innovation. • Brand ambassador Amitabh Bachchan for advertising of a product SWOT Analysis
  21. 21.  Threats: » Worldwide – there is an increasing demanding cost environment particularly transport, packaging and sugar. » Competitive pressure from other branded suppliers(national, global) » Aggressive price and promotion activity by promoters. » Nutrition and healthier life style affecting demand for core Cadbury products. SWOT Analysis
  22. 22. PRODUCT LIFE CYCLE STRATEGIES Time Sales & Profits Profit Introduction Growth Maturity Decline Sales
  23. 23. Thank you A presentation by Anshul Ramnani