MARKET DESCRIPTION OF CADBURY:

Cadbury is a global manufacturer, marketer and distributor which have markets

throughout the globe. They focus on customer understanding and customer awareness, which
leads them to successfully initiate new products. Cadbury is using aggressive marketing
strategies that make it one of the leading brand in the world market. Cadbury increases its
margins by scale and scope. The brand values its product's quality, pricing and advertising the
most that surely is a secret of its vague success. Cadbury also poses a strong leading position in
confectionary markets. Cadbury is famous for marketing and selling unique and new products in
the whole world.

Cadbury's dairy milk has been changing their target customers from time to time. Earlier
there target audience was just kids and teenagers for whom chocolates are just fun to have but
with the passage of time, in 1990s they discovered that not only children are attracted to
chocolates but everyone out there is addicted to it. Throughout the years the objective customer
group of Cadbury's Diary Milk has moved from children to grown-ups that include almost every
second person of the total population of the whole segment that the brand targets to sell its
products.

Cadbury's Dairy Milk chocolates mostly targets kids inside the age group of 5 to 10
years. This segment is chosen mainly on the basis that the consumers of this age group are
expected to prefer chocolates more than others and their product best fulfills their needs. The
brand likewise focuses on positioning the youth to celebrate events with their products, yet this
gave an additional wider range of the market fragment to Dairy Milk products. Therefore
Cadbury has built up a crusade "Kuch Meetha Ho jaaye' marketing slogan that has positioned it
as the best sweet for all the chocolate cherishing buyers of all age groups.

Sales:

For the past year the sales of the company have gone up by 36% and it is expected that
the next year they go up about 40%. Its total reach has, thus, gone up to more than three million
outlets.
Market share:

The firm enjoys over 60 per cent share in chocolate market.