This document provides an overview of Cadbury's marketing strategies in India. It discusses Cadbury's history in India, including being established in 1948 and operating manufacturing facilities across the country. It then profiles Cadbury's product portfolio in India, which includes impulse products like Dairy Milk, Celebration, and Perk. The document also outlines Cadbury's positioning, brand, and segmentation strategies, dividing the market into geographic, demographic, psychographic, and behavioral segments.

1. Marketing Management
Presentation on STP
By:
Arijit,Debasmita,Damyanti,Amitesh,
Sayantoni,Deepanjan,Shouvik,
Somenath & Devshuvro.

3. INTRODUCTION:
 Milk chocolate for eating was first made by Cadbury in 1897.
 In June 1905 George Cadbury Junior, introduced its first Dairy
Milk bar.
 Became the company's best selling product by 1913.
 Fruit and Nut was introduced as part of the Dairy Milk line in
1928, soon followed by Whole Nut in 1933.
 By this point, Cadbury's was the brand leader in the United
Kingdom.

4. CADBURY INDIA:
Established in India: 1948.
 Manufacturing facilities at:
1) Thane, 2) Induri (Pune), 3) Malanpur (Gwalior),
4) Bangalore 5) Baddi (Himachal Pradesh)
Operates in India in 4 categories viz.
1) Chocolate confectionary
2) Milk food drinks
3) Candy
4) Gum

5. Products(Impulse category):
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Dairy Milk.
5–Star.
Perk.
Celebration.
Temptation.
Éclairs.
Gems.
Halls.
Bubbaloo.
Bourneville.
Dairy Milk SILK.

6. Positioning strategy:
More for the same: As we are offering the
same quality same taste at a economy price.
Brand strategy:
We will position our brand at its attributes that is its
innovative ingredient and good taste. And strong
beliefs and values as Cadbury’s have many loyal
customers. The product name is Enticing Treats
means a mouth watering treat which is simply
irresistible
The brand is licensed and is a international brand.

8. Geographic Segments:
• REGION: Chocolates are everybody’s
favorite 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.
• CLIMATE: Northern and southern.

9. Demographic Segments:
• AGE: 5-60 years.
• GENDER: Male/Female
• FAMILY LIFE CYCLE: Young, Single,
Married, Older
• INCOME: As concluded from the survey
that our prices are economical so
everyone can afford it.
• EDUCATION: Grade school or less, some
high school, high school graduate,
college graduate.

10. Psychographic Segments:
• Attitude towards the product: The attitude
towards our product is positive as people are
very in trusted in our new product.
• 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.

11. Behavioral Segments:
Occasions:We are targeting special occasions like New
Years Eve and Valentines Day . Eid etc.
Benefits: We are providing good quality product at
economical prices. Keep the customers fitness in mind
we are providing chocolate coated with nuts which will
have a low calorie count.
Usage Rate: The user rate is heavy in the behavioral
segmentation of Cadbury dairy milk.