marketing segmentation of cadbury
Post on 14-Apr-2017
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Presentation of
Principles of Marketing.
on
By -:Tanzil Khan
&Vasant pathak
Company’s Profile
Founder: John CadburyLocation: Birmingham, Uk.Year: 1824
OPERATE IN OVER 60 COUNTRIES
WORLD'S LARGEST CONFECTIONERY COMPANY
WORLDWIDE, CADBURY HAS 60,000 EMPLOYEES
1948
Operation began in India
1965
Pioneered the development of cocoa cultivation in India
CADBURY IN INDIA
Distribution Strategy
Factory
Wholeseller
Retailer
Customers
WHAT IS MARKETING SEGMENTATION?
Market segmentation is a marketing strategy which involves dividing a broad target market into subsets of consumers, businesses, or countries who have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them.
SEGMENTATION
Psychographic segmentation: Cadbury dairy milks product segmentation is done on the basis of ‘size’ as bars, small blocks, large blocks.
Geographic segmentation: rural, urban and semi urban. Behavioral Segmentation: for eating then and there
(“khane walo ko khane ka bahana chahiye”as its tag ine) and for gifting it to someone(“celebration pack”)
WHAT IS TARGET MARKET?
A target market is a group of customers a business has decided to aim its marketing efforts and ultimately its merchandise towards. A well-defined target market is the first element of a marketing strategy.
TARGET
• When logically analyzing, we tend to deduce that CADBURY DAIRYMILK targeted only the children aged between 4 to 16.
• But it is worth admiring that how beautifuly cadbury dairymilk streached its perspective target group into an infinite age group
WHAT IS POSITIONING?
Positioning is a marketing concept that outlines what a business should do to market its product or service to its customers. In positioning, the marketing department creates an image for the product based on its intended audience. This is created through the use of promotion, price, place and product.
POSITIONING According to the companies website its positioning
“Delivering recipes for life’s upbeat occasions- i.e no matter what your humour or the ocassion, Cadbury dairy milk will provide the best accompaniment.
The above point proves true to us as we find products for different ocassions like Rakhi Celebration packs and Diwali celebration packs getting unpacked before us.
Marketing Mix
Product
Promotion
Price
Place
PRODUCT MIX Dairy milk product runs under the label brand
of ‘Cadbury’ Its packaging is very beautiful and attractive
to a child's eye.
PRICE Cadbury Dairy milk’s price is ranged between
Rs. 5 to Rs. 150. Value of the Product
Emotional benefits Cost of the Product
Attachment ,HappinessCare, Love, Enhances Relations etc
Price you pay for Cadbury Dairy Milk>
Price
PLACE Cadbury dairymilk is produced in
Brimingham at bournville. In India it has its sales offices at Mumbai
Kolkata Delhi and Chennai.
PROMOTION
Brand Ambassadors
OffersValue Packs
ADVERTISING SALES PROMOTION
SOME TAG LINES BY CADBURYIn 1998 –”Khaane Waalon ko khaane ka Bahana Chhayie”.In 2004, the `Kuch Meetha Ho Jaaye’ , `Pappu Pass Ho Gaya’ ,’Miss Palampur’ .In the year 2010, the `Shubh Aarambh’
In 2003 cadbury dairymilk came up with ‘khush ho khamakha’ and ‘maza aa gaya’
Later it cameup with taglines‘pehli tareek’ and ‘shubh aarambh’ and it is current running under ‘kuch meetha ho jaye’.
The Cadbury Celebrations journey began in 1997With the 1999 campaign that surprised families with `Diwali Ki Meethi Shubhkaamnaaye’ and the `Har Pal Bane Ek Utsav’ campaign in 2000In 2000, Cadbury positioned Celebrations as the new `Rakhi Par Ek Meetha Sa Uphar’ .In 2002, With Gulzar’s heartwarming lyrics `Rishtey Pakne Do’, `Aankhon Se Chakne Do’, the age-old custom of tying a Rakhi was followed by gifting a box of Celebrations.
PEOPLE In India, Cadbury’s: Managing Director : Anand Kripalu Non executive Director: Radhakrishnan
Menon & others. Executive Director: Atul Bhatia & others
CONCLUSION
We have been trying to get out of image of "Just another chocolate” and have tried to position as for all and not only for kids. We would be successful in doing so and customers would believe that Cadbury is not only a chocolate but means of celebrations on all occasions.
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