The document discusses market segmentation and Cadbury Dairy Milk chocolate. It describes how Cadbury segments the market demographically by age, gender, income, and behaviorally by occasions and user status. It then discusses Cadbury's targeting, positioning, branding, and packaging strategies. The key aspects covered are Cadbury's segmentation of its target market and an overview of its branding and marketing approaches.

1. Presented By:
Tonmoy Bora
Universal Business School

3. MARKET SEGMENTATION
GEOGRAPHIC
Region
Countries
Climate
DEMOGRAPHIC
Age
Gender
Family Life cycle
Income
PSYCHOLOGICAL
Attitude Toward The
Product
Life Style
BEHAVIORAL
Occasions
Benefits
Usage rate

4. MARKET SEGMENTATION
Demographic
`
Age & Life
Cycle
• Buyers come
under the age
group from 2 to
50
Gender
• Cadbury is meant
for male as well as
female
Income
• It is very
reasonable and
affordable

5. Behavioral
• Dairy Milk has changed the scenario
of having chocolates from having it
casually to occasionally
Occasions
• People now give Dairy Milk as
Gifts gifts on many occasions .
• There are mainly the regular
users found in the user status of
Cadbury Dairy Milk.
User Status

6. TARGETING

7. High Income
Cadbury
5 Star
Nestle
Kit-kat
Snacks Indulgence
Low Income
Cadbury
Celebration
Ferrero
Rocher
POSITIONING
Nestle
Alpino
Cadbury
Bournvile
Nestle
Munch
Cadbury
Perk

8. PRODUCT CONCEPT

9. BRAND EXPLORATORY
Customer Knowledge
Cadbury has been trying to get out of image of "Just another
chocolate”. They also have tried to position themselves as for all
and not only for kids. They are successful in doing so and now
customers believe that Dairy Milk is not only a chocolate but
means of celebrations on all occasions

10. CADBURY DAIRY MILK
MENTAL MAP
Dairy Milk
People
Performance
Image

11. People Performance Image
From age 10
to 50
Tasty
Healthy
Consistent
Quality
Occasions
Casually
Success

12. SOURCES OF BRAND EQUITY OF CADBURY
Brand
Image
Consumer’s
Taste and
Preference
Brand
Awareness
Emotional
Connect

14. BRAND STRATEGY
BRAND
EXTENSION
LINE EXTENSION

15. POP’s & POD’s
POP POD
• Good quality
product
• Chocolate
manufacturing
legacy
• Variants such as
dark chocolate,
fruit and nut etc.
• Constant
innovation in
marketing
• Goodwill
• Emotional connect with
Indian consumers
• Generic name in the
Indian chocolate
segment
• Campaigns are directed
at kids as much as at
adults
• Excellent distribution
system, in India

16. PACKAGING