Group Work at IIFT, Delhi... MBA IB 2017-20

1. MBA IB 2017-20
Marketing Management
Group # 7 - Members
Roll # 17
Roll # 41
Roll # 45
Roll # 49
Hardik Kumar
Resham Vohra
Sandeep Pahwa
Sugandha Kumari
Brand Observation Portfolio for
“Cadbury Dairy Milk”

2. 2
CONTENT
1. Understanding Market & Competition
2. STP Analysis
3. Product Strategy
4. Tracing Advertisement
5. Tracking Promotions
6. Identification of Channel Strategy
7. Pricing Strategy
8. Ethical Significance

3. 3
India a nation of chocoholics

4. 4
Mondelez India Foods continued to lead chocolate confectionery
with a 48-50% market share of retail value sales in 2016-17.
Followed by Nestle (13%), Ferrero (8%), Mars, Amul and others.
Cadbury Dairy Milk (CDM) is considered the "Gold Standard“ for
chocolate industry. The pure taste of CDM defines the chocolate
taste for Indian consumers.
CDM retain approx. 35% of total chocolate market share in India.
MONDELEZ IS MARKET LEADER
CADBURY DAIRY MILK IS THE BIGGEST BRAND

5. 5
SWOT ANALYSIS - CDM
Strengths
Global brand name
Strong presence in India, >65years
CDM – high profitable product
All time favorite of Indian people
Market penetration and strong distribution
network
Weaknesses
Limited variety in non-chocolate items.
Dependent on Cocoa imports
Limited penetration in rural India
Scenario of worms being found in CDM,
lead to temporary decline in sales.
Opportunity
Increase product range. Biscuits, dairy
products, chewing gum market etc
Cadbury exclusive stores.
Introduce foreign products
Efficient logistics and distribution using IT
Threat
Rising competition from Amul, Nestle
High cost sensitivity. Soaring raw
material cost.
Govt. activity on quality control – may
lead to increased cost

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STP ANALYSIS
Segmentation Targeting Positioning

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SEGMENTATION
1. DEMOGRAPHIC
Age 4-40 yrs
Across Gender
INR 2 – 700
Across Generations 2. GEOGRAPHIC
Urban & Semi-Urban are
high Consuming segments
Segmentation

8. 8
SEGMENTATION
3. BEHAVIORAL
Take Home
Gift Packs
Kids Collection
Break Time Bitesc
4. PSYCHOGRAPHIC
Universal presence
across Social Class,
Lifestyle & Personality
Segmentation

9. 9
TARGETING MARKET
“Mass Targeting, Target Everyone”
Kids
All Age Group
All Income Group
Millennials
Premium Targets
Segmentation Targeting

10. 10
“Positioning is the act of designing the company‟s offering and image
to occupy a distinctive place in the target market’s minds.” Philip Kotler
Segmentation
POSITIONING
“Perfect Expression of Love”
“Kuch Meetha Ho Jaye”
“Pappu Pass Ho Gaya”
“Shubh Arambh”
Targeting Positioning

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PRODUCT STRATEGY
Core Benefit
“Finest Chocolate”
Potential Product
“Different Flavors
smooth texture,
communication”
Augmented Prod
“Value of Money,
Different Flavors”
Basic Product
“The Feel Good
Factor, Product
Quality”
Expected Product
“Suitable for
Vegeterian, Better
Taste”

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BRANDING STRATEGY
Line Extension
Brand Extension
Local Manufacturing
Acquisitions
Green-Field Development

13. 13
Over the years, Cadbury has adopted numerous extension strategies
on its core “Dairy Milk” brand which made the brand the most popular
brand, extended the life of brand and helped compete in the highly
competitive chocolate confectionery market.
BRAND EXTENSION

14. 14
LINE EXTENSION

15. 15
Cadbury Dairy Milk (CDM) has been winning customers over with its endearing
ads over the last six decades and has effectively captured the ‘meetha
moments’ space.
Each of its campaigns – from ‘The real taste of Life’, ‘Pappu pass ho gaya’,
‘Miss Palanpur’ to ‘Kuch meetha ho jaye’ and ‘Shubh aarambh’ – have
occupied a special place in the hearts of Indian consumers.
TRACING ADVERTISEMENT

16. 16
TRACING ADVERTISEMENT
EXPRESSION OF LOVE…

17. 17
TRACING ADVERTISEMENT
EXPRESSION OF LOVE…

18. 18
TRACING ADVERTISEMENT
EXPRESSION OF FRIENDSHIP!

19. 19
TRACING ADVERTISEMENT
EXPRESSION OF FRIENDSHIP!

20. 20
TRACING ADVERTISEMENT
EMPHASIS ON MILK. “HEALTH BENEFIT”

21. 21
TRACING ADVERTISEMENT
Key Features…
Highly Creative
Flawless Execution
Emotional Connect - India
High Memorability

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TRACING ADVERTISEMENT
General Objectives…
Trust of purity in the product
Not to lose the existing customer base
Change the preference as an Indian sweet
Social Acceptance Disregarding Age Barrier

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TRACKING PROMOTIONS
Coupons
Rebates
Promotional Price
Free Trial, Sampling
Premiums
Contests
Demonstrations
Personal Appearances
Point of Purchase Display
Advertising Support Prog.
Short-Term Allowances
Sales Incentives
Promotional Products
TradeShows
Sales Meetings
Sales Manuals
Consumer Sales
Promotions
Trade Sales
Promotions
Sales Force
Promotions
Techniques of Sales promotions

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TRACKING PROMOTIONS
TRADE SALES PROMOTIONS

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TRACKING PROMOTIONS
CONSUMER SALES PROMOTIONS

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TRACKING PROMOTIONS
FREE PRODUCT PROMOTIONS

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TRACKING PROMOTIONS
ONLINE PROMOTIONS

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One of the core strength for CDM has been its strong distribution channel
a combination of “Push and Pull” method to create the demand
Pushes the brand through the multi-channel network of distributors,
wholesalers & retailers. 2,100 distributors and 450,000 retailers.
Create the Consumer Pull with mass-media advertising, television ads.
“Intense Distribution”
CHANNEL STRATEGY

29. 29
Intense Distribution
Three Level Distribution Strategy
Super Stockist Margin:
- 2%
- 1% Activity Based
Retail Margin:
- 10% for <INR 20
- 14% for >INR 20
Trade Margin:
- 4.5%
- 0.5% Activity Based

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PRICING STRATEGY
Skimming pricing
Cost plus pricing
Positioning pricing
Demand based pricing
Competitive pricing
Discount pricing
Different pricing
7 Different Pricing Strategy Used by CADBURY in India

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PRICING STRATEGY
DENOMINATOR PRICING STRATEGY
13g
9.2g
18.6g
38g

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8. UNETHICAL PRACTICES IN CHOCOLATE
INDUSTRY
“Promoting slavery whereas
advertising happiness!”
Nestle – Unsustainable palm oil and
genetically modified ingredients in
chocolates.
“Wooing children through
marketing techniques while
forcing child labour”
“Use of harmful agents while
advertising Health Benefits”

33. MBA IB 2017-20
Marketing Management
Thank You!