Company’s Profile

CADBURY IN INDIA

1948

Operation began in India

1965

Pioneered the development of cocoa cultivation in India

 Distribution Strategy
Wholeseller

Factory Customers

Retailer
 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.
 Product

Place Marketing Mix Promotion

Price
 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

to Rs. 150.
Value of the Product
Cadbury Dairy milk’s price is ranged between Rs. 5

Emotional benefits
Cost of the Product

>
Attachment ,Happiness Price you pay for
Cadbury Dairy Milk
Care, Love, Enhances
Relations etc
 PLACE
 Cadbury dairymilk is produced in Brimingham at
bournville.
 In India it has its sales offices at Mumbai Kolkata
Delhi and Chennai.
 PROMOTION

ADVERTISING SALES PROMOTION

TV
Hoardings
Brand Ambassadors
Internet
Offers
Radio
Value Packs
News papers
Magazines
SOME TAG LINES BY
CADBURY
In 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
1997
With the 1999 campaign that surprised families
with `Diwali Ki Meethi Shubhkaamnaaye’ and
the `Har Pal Bane Ek Utsav’ campaign in 2000
In 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.