7/30/2015

Submitted to: Miss Sidra Farooq Group Members

Maria IqbalYamna Alam

Muqaddas NoureenAbdul WahabSohaib SaleemKhaleel Ullah

MARKETING PLAN OF CADBURY DAIRY MILK SHAKE

Table of ContentsAcknowledgement:........................................................................................................................4

Executive summary:.......................................................................................................................5

History:.......................................................................................................................................... 6

Segmentation:............................................................................................................................... 6

i. Geographic Segmentation:.................................................................................................6

ii. Demographic Segmentation:..............................................................................................6

iii. Psychographic Segmentation:.........................................................................................6

iv. Behavioral Segmentation:...............................................................................................6

Target Market:...............................................................................................................................6

Value Proposition:......................................................................................................................... 6

Positioning Statement:..................................................................................................................7

SWOT Analysis:..............................................................................................................................7

Strength:.................................................................................................................................... 7

Weakness:..................................................................................................................................7

Opportunities:............................................................................................................................7

Threats:......................................................................................................................................7

Competitor’s Analysis:...................................................................................................................7

Nestle Milo:............................................................................................................................... 7

Pakola falvored milk:................................................................................................................. 7

Day fresh:...................................................................................................................................8

Olpers rooh-afza:.......................................................................................................................8

Brand Development:......................................................................................................................8

Marketing Mix:.............................................................................................................................. 8

Product:..................................................................................................................................... 8

Features:................................................................................................................................8

Design:...................................................................................................................................8

Ingredients:............................................................................................................................8

Packaging:..............................................................................................................................9

PRICE:.............................................................................................................................................9

Place:........................................................................................................................................... 10

Distribution Channels:............................................................................................................. 10

Stock Keeping Unit:..................................................................................................................10

Promotion Mix:............................................................................................................................10

Promotion mix strategy:..........................................................................................................10

Advertisement:........................................................................................................................ 10

Budge Decision:....................................................................................................................... 10

Newspaper:..............................................................................................................................11

Social Websites:.......................................................................................................................11

Acknowledgement:We are thankful to Almighty Allah for giving us this opportunity that we can complete our project in a successful manner. Secondly, we are grateful to our course facilitator Ms. Sidrah Farooq for giving us such opportunity to explore our talent and immense help and encouragement. We acknowledge that without her guidance and concept clearing we cannot complete this project effectively.

Executive summary: Cadbury dairy milk is one of the world’s leading confectionary brand. Cadbury It has 14.8% share in confectionary market worldwide which is the highest among all other brands. It has come up with unique milk chocolate bar. Our project was to come up with a marketing plan of new product or extension of any brand. So we chosen Cadbury dairy milk we have added a new product in the family of Cadbury named Cadbury dairy milk chocolate shake. We will discuss Its STP’s, marketing mix, competitor’s analysis.

History:Cadbury was emerged in 1984 in Birmingham, UK. Founder of Cadbury was John Cadbury. It is a world’s leading confectionary company. It operates in 60 countries. Particularly, Cadbury dairy milk was introduced in 1904 in UK. It came to Pakistan in 1993.

Segmentation: There are five segments which are discussed below:

i. Geographic Segmentation:Geographic segment comprise of urban and semi-urban areas Pakistan. More focused on all major cities.

ii. Demographic Segmentation:This segment we have discussed about age groups and family size.

Family Size: any size of family

Age Group: 5-60

iii. Psychographic Segmentation:Cadbury dairy milk shake is for middle and upper class group. It’s not for particular personality type but it is for all.

iv. Behavioral Segmentation:It’s for regular use but it adds more pleasure to occasions and holidays.

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

Value Proposition: Cadbury Dairy milk shake follows the strategy of “More for More” which means more benefits for more price. It’s not just a drink; “IT’S A SIP OF TOGETHERNESS AND JOY”

It’s actually attached with emotions, shared values like family togetherness to personal value of individual joy.

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.

SWOT Analysis:SWOT Analysis of CDMS is discussed one by one as follows:

Strength: Since Cadbury Dairy Milk has a wide market of loyal customers, so it’s quite easy to build

brand equity. Added in daily life of a consumer. Advertising wisely to touch the pinpoint of customer and grab their attention. Also good for health conscious people.

Weakness: It is not suitable for diabetic patients. Its excessive consumption can cause obesity. Not very common in masses because masses is from lower and lower lower class.

Opportunities: CDMS can be a pioneer in sugar free shakes industry by stretching its line.

Threats: Rapid social changes can be a threat for this product like consumer’s obsession to

obesity consciousness. Threat of entrance of new competitor with better product and lesser price. Inflation can cause rise in price of raw material.

Competitor’s Analysis:

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/-

Brand Development:It’s a brand extension of Cadbury Dairy milk. i.e. existing name but new category.

Marketing Mix: Marketing mix of Cadbury Dairy milk shake is discussed one by one as follows:

Product:In this section we will discuss about product features, design, ingredients and packaging

Features: Consumers can experience premium taste of Cadbury Dairy milk. It is a good source of carbohydrates, proteins, calcium and Vitamin D It helps in muscles rebuilt and lowers inflation. You can have it on parties, shopping, hangouts, movie nights, Birthday parties etc.

Design: It is packed in tetra pack with traditional white and purple theme with little innovation.

Ingredients:

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 components.

Stabilizer (E340): It is a potassium phosphate, it prevents from desiccation and formation of clumps.

Stabilizer (E452): Maintains the uniform dispersal of food.

Nutritional Facts:

Packaging: Tetra packs 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. Cap technology, so It is easy to pour and preserve. Sealed to lock freshness.

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

Place:

Distribution Channels:

Stock Keeping Unit: 200ml tetra pack will be available in general stores and departmental stores. 1 litre tetra pack will be available in marts, superstores.

Promotion Mix:

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)

Advertisement:Our advertisement would be a kind of emotional. It will show that a husband wife had a fight and they are ignoring each other. Their children get worried about them. So they got an idea of giving Cadbury dairy milk shake so that they could recall all past memories. Idea works, both think to forgive each other and offer dairy milk shake. The moment when they are rushing to give CDMS they both found each other holding Cadbury Dairy milk Shake. They smiled and then whole family enjoyed CDMS together.

Budge Decision:• Approach for budgeting we follow is objective and task.

Newspaper:• Our focus will be on popular newspapers like Jang, dawn, Express

• Also other local newspapers.

Social Websites:• We’ll target those customers who are already using dairy milk.

• How? By likes of dairy milk.