The document outlines a marketing plan for Cadbury Dairy Milk Shake, focusing on its target market in urban and semi-urban areas of Pakistan, with a concentrated marketing strategy aimed at middle and upper-class consumers. It highlights the product's value proposition as an emotionally connected drink symbolizing togetherness and joy, while discussing competitive analysis, strengths, weaknesses, opportunities, and threats in the marketplace. Additionally, it details the marketing mix, including product features, pricing strategies, distribution channels, and promotional tactics leveraging both pull and push strategies.

1. PRINCIPLES OF MARKETING
Course Facilitator: Sidra Farooq
Maria Iqbal
Yamna Alam
Muqaddas Noureen
Sohaib Saleem
Khaleel Ullah
Abdul Wahab

2. Marketing Plan
1 litre pack 200ml pack

3. History Of Cadbury
• Founder: John Cadbury
• Year: 1824
• Location: Birmingham, UK
• It operates over 60 countries
• Worlds leading confectionary
company
• Introduced in Pakistan in 1993

4. Segmentation
Geographic
segmentation:
Urban and semi-urban
Areas of Pakistan with
all major cities

5. Demographic
Segmentation
CDMS is for age
group from 5-60 &
any size of family

6. Psychographic
Segmentation
Middle and upper class
&
For all personality types

7. Behavioral
Segmentation
Used as a regular drink
as well as for All kind
of occasions & holidays

8. Target Market
• Our target market strategy is Concentrated
Marketing
• To serve better to targeted customers or
niches.
• And give greater value to targeted customers.

9. Value Proposition
• Its not just a drink
“IT’S A SIP OF TOGETHERNESS AND JOY”
• Cadbury Dairy milk shake follows the strategy
of “more for More”
• It is actually attached with emotions, shared
values like family togetherness to the personal
value of individual joy.

10. Positioning Statement
• To pleasure seekers, who needs some extra
joy of sharing's and togetherness ,Cadbury
dairy milk shake is a sip of pleasure that goes
one step forward and provides some extra joy
of being together.

11. Competitors
Nestle Milo:
• Energetic drink, added photo malt packed in tetra
pack. Retail price of 250ml is 45/-
Pakola falvored milk:
Flavored milk with many flavors available. Retail
price of 250ml is 30/-
Day fresh:
• Flavored milk with chocolate, strawberry, ice cream
soda,
Olpers rooh-afza:
• Milk flavored with rooh afza with retail price of 1.5
litres Rs. 250/-

13. STRENGHTS
• Valuable loyal customers of CDM will also
admire CDMS.
• Added in the daily life of customer.
• Advertising wisely to touch the pinpoint of
customer.
• Good for health conscious people.

14. Weaknesses
• Not suitable for diabetic patients.
• Its excessive consumption can cause obesity.
• Not very common in masses.

15. Opportunities
• Can enter in sugar free shakes industry by
introducing sugar free shake line.

16. Threats
• Social changes like consumer’s obsession to
obesity consciousness.
• Threat of entrance of new competitor in the
market with better product with lesser price
as well.
• Inflation

17. BRAND EXTENSION
EXISTING
NAME
NEW CATAGORY

18. Marketing Mix
PRODUCT
PRICE
PLACE
PROMOTION

19. PRODUCT
• Features
• Design
• Ingredients
• Packaging

20. Features:
• Premium taste of Cadbury Dairy Milk.
• Good source of carbohydrates, protein,
calcium, vitamin D
• Helps in muscles rebuild, lowers inflammation.
• You can have it on parties, shopping,
hangouts, movie nights, birthday parties etc

21. Design:
• Wrapped in typical traditional purple white
packaging of dairy milk.

22. Ingredients:
Sugar
Fat reduced cocoa powder
Skimmed milk powder
Glucose syrup
Salt
Milk protein
Sweetener (E955)
Flavorings (dairy milk)
Cocoa sugar
Emulsifier ( E481
Stabilizer (E452, E340)
Anti- Caking Agent (E551)

23. Ingredients (continued)
Anti-caking agent (E551):
• Helps in keeping milk in liquid form
Sweetener (E995):
• It is also known as sucralose, non-caloric
sweetener
Emulsifier (E481):
• Combination of stearic acid and lactic acid
resulting in a mixture of several component

24. Ingredients (continued)
Stabilizer (E340):
• It is a potassium phosphate, it prevents from
desiccation and formation of clumps.
Stabilizer (E452):
• Maintains the uniform dispersal of food.

26. Packaging:
• Tetra pack which protect
product from germs and
keep it hygienic and fresh by
its 6 layers packaging.
• Both 250ml and 1 litre tetra
packs will be available to
our customers.

27. PRICE
• The pricing of a product depends upon the
consumer market and the marketing targeted.
• This product has been introduced to bring a new
taste to the brand. It is more than a chocolate
shake due to its ingredients consumption; the
ingredients are not used to only satisfy the
demand of a chocolate shake but it left a healthy
and peaceful experience.
• The price of the product fulfills the market
demands 30 rupees for the regular pack and 160
for the family pack

28. place

29. DISTRIBUTION CHANNEL
•PRODUCER
•WHOLESALER
•RETAILER
•CONSUMER

30. STOCK KEEPING UNIT:
• 200 ML TETRA PACK in general stores,
departmental stores.
• 1 litre TETRA PACK in Marts, Superstores,
departmental stores countrywide.

31. Promotion

32. Promotion mix strategy
• We will use the blend of both “pull” and
“push” strategies. i.e.
• Advertising and promotions (pull strategy)
• Promotions via channel members (push
strategy)

33. Advertising

34. “A SIP OF TOGETHERNESS AND JOY”

35. Budget Decision
• Approach for budgeting we follow is objective
and task.

36. Newspaper
• Our focus will be on popular newspapers like
Jang, dawn, Express
• Also other local newspapers.

37. A SIP OF TOGETHERNESS AND JOY

38. Social Media
• We’ll target those customers who are already
using dairy milk.
• By likes of dairy milk.

39. Bill Boards
A SIP OF TOGETHERNESS AND JOY