market segmentation of the brand cadbury
DESCRIPTION
Its a marketing ppt ragarding segmenting of the brand CadburyTRANSCRIPT
![Page 1: Market segmentation of the brand Cadbury](https://reader033.vdocuments.net/reader033/viewer/2022061611/557daa7fd8b42a467c8b4b4d/html5/thumbnails/1.jpg)
Choc
olat
e bea
ns
Presented By: Tonmoy BoraUniversal Business School
![Page 2: Market segmentation of the brand Cadbury](https://reader033.vdocuments.net/reader033/viewer/2022061611/557daa7fd8b42a467c8b4b4d/html5/thumbnails/2.jpg)
![Page 3: Market segmentation of the brand Cadbury](https://reader033.vdocuments.net/reader033/viewer/2022061611/557daa7fd8b42a467c8b4b4d/html5/thumbnails/3.jpg)
MARKET SEGMENTATION
GEOGRAPHICRegionCountriesClimate
DEMOGRAPHICAgeGenderFamily Life cycleIncome
PSYCHOLOGICAL Attitude Toward The ProductLife Style
BEHAVIORALOccasionsBenefitsUsage rate
![Page 4: Market segmentation of the brand Cadbury](https://reader033.vdocuments.net/reader033/viewer/2022061611/557daa7fd8b42a467c8b4b4d/html5/thumbnails/4.jpg)
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
![Page 5: Market segmentation of the brand Cadbury](https://reader033.vdocuments.net/reader033/viewer/2022061611/557daa7fd8b42a467c8b4b4d/html5/thumbnails/5.jpg)
Behavioral • Dairy Milk has changed the scenario
of having chocolates from having it casually to occasionally
Occasions
• People now give Dairy Milk as gifts on many occasions .Gifts
• There are mainly the regular users found in the user status of Cadbury Dairy Milk.
User Status
![Page 6: Market segmentation of the brand Cadbury](https://reader033.vdocuments.net/reader033/viewer/2022061611/557daa7fd8b42a467c8b4b4d/html5/thumbnails/6.jpg)
TARGETING
The prospective customers of Cadbury Dairy Milk have changed have changed from kids to adults-including every family member to celebrate any occasion with Dairy Milk.
![Page 7: Market segmentation of the brand Cadbury](https://reader033.vdocuments.net/reader033/viewer/2022061611/557daa7fd8b42a467c8b4b4d/html5/thumbnails/7.jpg)
High Income
Low Income
IndulgenceSnacks
CadburyCelebration
FerreroRocher
POSITIONING
NestleAlpino
CadburyBournvile
NestleMunch
Cadbury Perk
Cadbury5 Star
NestleKit-kat
![Page 8: Market segmentation of the brand Cadbury](https://reader033.vdocuments.net/reader033/viewer/2022061611/557daa7fd8b42a467c8b4b4d/html5/thumbnails/8.jpg)
PRODUCT CONCEPT
![Page 9: Market segmentation of the brand Cadbury](https://reader033.vdocuments.net/reader033/viewer/2022061611/557daa7fd8b42a467c8b4b4d/html5/thumbnails/9.jpg)
BRAND EXPLORATORYCustomer 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
![Page 10: Market segmentation of the brand Cadbury](https://reader033.vdocuments.net/reader033/viewer/2022061611/557daa7fd8b42a467c8b4b4d/html5/thumbnails/10.jpg)
CADBURY DAIRY MILKMENTAL MAP
Dairy Milk
People
Performance
Image
![Page 11: Market segmentation of the brand Cadbury](https://reader033.vdocuments.net/reader033/viewer/2022061611/557daa7fd8b42a467c8b4b4d/html5/thumbnails/11.jpg)
From age 10 to 50
TastyHealthy
Consistent Quality
OccasionsCasuallySuccess
People Performance Image
![Page 12: Market segmentation of the brand Cadbury](https://reader033.vdocuments.net/reader033/viewer/2022061611/557daa7fd8b42a467c8b4b4d/html5/thumbnails/12.jpg)
SOURCES OF BRAND EQUITY OF CADBURY
BrandImage
Consumer’s
Taste and
Preferenc
eBrand
Awareness
EmotionalConnect
![Page 13: Market segmentation of the brand Cadbury](https://reader033.vdocuments.net/reader033/viewer/2022061611/557daa7fd8b42a467c8b4b4d/html5/thumbnails/13.jpg)
VARIANTS
![Page 14: Market segmentation of the brand Cadbury](https://reader033.vdocuments.net/reader033/viewer/2022061611/557daa7fd8b42a467c8b4b4d/html5/thumbnails/14.jpg)
BRAND STRATEGY
BRAND EXTENSION
LINE EXTENSION
![Page 15: Market segmentation of the brand Cadbury](https://reader033.vdocuments.net/reader033/viewer/2022061611/557daa7fd8b42a467c8b4b4d/html5/thumbnails/15.jpg)
POP POD•Good quality product • Chocolate manufacturing legacy • Variants such as dark chocolate, fruit and nut etc. • Constant innovation in marketing campaigns
•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 specifically • 3 layer packaging
POP’s & POD’s
![Page 16: Market segmentation of the brand Cadbury](https://reader033.vdocuments.net/reader033/viewer/2022061611/557daa7fd8b42a467c8b4b4d/html5/thumbnails/16.jpg)
PACKAGING
![Page 17: Market segmentation of the brand Cadbury](https://reader033.vdocuments.net/reader033/viewer/2022061611/557daa7fd8b42a467c8b4b4d/html5/thumbnails/17.jpg)
![Page 18: Market segmentation of the brand Cadbury](https://reader033.vdocuments.net/reader033/viewer/2022061611/557daa7fd8b42a467c8b4b4d/html5/thumbnails/18.jpg)