This document outlines Cadbury Dairy Milk's marketing strategy in India. Cadbury aims to achieve a vision of having "a Cadbury in every pocket" by increasing chocolate penetration across India. Its mission is to deliver quality, with a commitment to continuous improvement. Cadbury segments the market based on geography, demographics, behaviors, and psychographics. It positions itself as affordable and enjoyable for people of all ages, genders, incomes, lifestyles, and personalities. Cadbury employs the 4Ps of marketing - improving products, keeping prices reasonable, wide distribution, and promotional activities through celebrities, media, and discounts.

2. 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!

3. 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.

4. Vision
Cadbury’s set out a vision to achieve
“a Cadbury in every pocket” dream
by increasing the penetration of
chocolates.

5. 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.

6. Understand the Market place and Customer Needs
Understands the targeted market.
Targets the right customers.
Products according to customer needs and
requirements.

7. 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

8. Marketing Concept
 Production –favorable and affordable to
customer
 Product –quality and customer satisfaction
 Selling –promotions and advertisements
 Marketing –strong customer relationship

9. Customer Driven marketing Strategy
Market Segmentation
Target Marketing
Market Positioning

10. 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

11. 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

12. 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

13. 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

14. Psychographic Segmentation
Social class- available for every class
Life style- independent of any lifestyle
Personality- any individual

15. 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.

16. 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

17. 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

18. Supply Chain Management
Company
Suppliers
Intermediaries
Competitors
Customers
Public

19. 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

20.  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

21.  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

22.  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

23. PRODUCT LIFE CYCLE
STRATEGIES
Time
Sales
&
Profits
Profit
Introduction Growth Maturity
Decline
Sales

24. Thank you
A presentation by
Anshul Ramnani