MARKETING

MANAGEMENT – II

PROJECT
PRESENTATION –
II
By
Section D – Group 3
S Rahul 19A2HP421
Rupal Goel 19A3HP609
Nikita John 19A1HP090
Aakanksha Rishi 19A1HP047
Ayush Bhatia 19A2HP407
Shreyal Kamat 19A1HP028
 PRODUCT STRATEGY

PRICING STRATEGY

CONTENTS
PROMOTION MIX

DISTRIBUTION STRATEGY
PRODUCT STRATEGY

Product strategy is a plan through which

vision is turned into reality. It consist of:
 Target market
 Product classification
 Product differentiation
 Design
 Product Mix
 Packaging
PRODUCT MIX

Cadbury- Product Mix

Product mix, also Product Chocolate Bags & Boxes Beverages Candy Biscuits
Width
known as product Dairy Milk Celebrations Bournvita Halls Oreo

assortment refers to Perk

Dairy Milk Home
Treats Tang Choclairs
Bournvita
Biscuits
Drinking Dairy Milk
the combination of 5 Star Twirl Bites Chocolate Shots Fingers
Bournville
all products & items Product
Line Length
Bournville Dinky Deckers Cocoa Nutties Snack
Fuse
a company offers to Dairy Milk Silk
Dark Milk
its customers. Temptations
PRODUCT MIX

Product mix includes :

 Width- Number of different
product lines
 Length- Total number of
products offered, Down-
market stretch
 Depth- Number of variants
offered
 Consistency- Closely related
product line
PACKAGING

 Packaging refers to designing,

evaluating and producing the container
for a product.
 Considered as a fifth P in the marketing-
mix
 It helps to:
 Identify the brand
 Convey descriptive and persuasive
information
 Assist at home storage
PRODUCT
MAP
PRICING STRATEGY

1. Skimming Pricing: With skimming pricing, these

prices are set very high to take advantage of some
people desire for a new product or design at any price.
Skimming is most effective if the demand is inelastic.
Products like Oreo biscuits, Cadbury Silk, Cadbury
Bournville are some products which are kept at a
slightly higher level than the competitors.

2. Cost Plus Pricing: Pricing methods which are based

on the cost structure of Cadbury that are favoured by
accountants because they are supposedly more
accurate and reliable. Cadbury needs to maximise its
profits and hence this method works successfully as all
costs need to be accounted for.

3. Positioning Pricing: Cadbury uses this method to

position prices that are set which reflects the
consumers view of the chocolate bean.
PRICING STRATEGY

4. Demand Based Pricing: Cadbury set their prices based on what they
think the consumer is prepared to pay. By selling at the customer’s
price, they have a good reputation and an output of more customers.

5. Economy Pricing: Cadbury comes out with different variants of their

main products to reach out to a large audience base. Cadbury dairy
milk is offered in different sizes and is priced accordingly just so as to
cater to different customer segments. Even products like Perk, Five
Star, and Eclairs are priced economically.

6. Bundle Pricing: With bundle pricing, Cadbury sells multiple

products at a lower rate that consumers would get if they purchased
each item individually. During festive times, Cadbury offers different
chocolates/products bundled together at a discounted price.
 Cadbury follows Above the line (ATL) and Below
the line (BTL) marketing approach.

Above the line (ATL) Marketing- ATL strategies

focus at directing the communication towards the
mass market. All promotional messages are
untargeted and intended to inform customers
about the availability of the product. These
PROMOTION strategies help companies reach a larger audience
and create brand visibility. Implementing ATL
-MIX activities : TV, Radio, Print media.

Below the line (ATL) Marketing- BTL activities

are more focused and they are directed towards
specific groups of customers. They are highly
targeted, with advertisements being created
keeping in mind the demographic and
psychographic characteristics of customer
segments.
PROMOTION-MIX : ABOVE THE LINE

Television
 Cadbury Dairy Milk, a product from the West built
on its positioning in the Indian market using its ad
campaigns like “Kuch Accha ho Jaaye, Kuch
Meetha ho Jaaye”, “Shubh Aarambh”, “Pappu pass
ho gaya”, “Aaj pehli tareek hai” and “Kiss me”.
 Conceptualized by Ogilvy & Mather India, this
campaign intended to make Dairy Milk the modern
“Meetha” in the minds of the Indian consumers.

Print Media
 As the print industry flourished in the early 60s
and 70s, most of Dairy Milk’s advertising was
focused heavily in newspapers that reached
thousands of Indian households.
 On 15th August 2019, as India celebrated its 73rd
Independence Day, a print ad was released by the
company with a subtle yet strong message.
PROMOTION-MIX : BELOW THE LINE

A non-media communication,
done at a micro level in an
unconventional way with an
objective to generate loyalty
and repeat costumer.
DIGITAL CHANNELS
DISTRIBUTION STRATEGY

 Cadbury has a distribution network of over 450000 retailers and

2100 distributors.
 Multi-Channel Distribution Strategy with a 3-tier distribution
network.
 They follow an intensive distribution strategy with focus on product
availability and brand coverage.
DISTRIBUTION STRATEGY

 Logistics – mostly road transportation with

insulated vans/min-trucks.
 Provision of incentives, target setting and
monitoring.
 Trade margins and activity-based margins.
 Availability of mass market products
supply to chemists, small roadside stalls
etc.
 Training of channel members and building
capacity.
DISTRIBUTION STRATEGY

Explore new channels of Educating channel members about Expansion of distribution to reach
distribution and marketing with proper storage facilities so as to wider customer base.
focus on maintaining differential ensure uncompromised quality of
advantage established. the product which is sensitive to
temperature.
REFERENCES

 https://www.cadbury.co.uk/
 https://adage.com/creativity/work/cadbury-heroes-families-reunited/2205066
 https://econsultancy.com/10-examples-of-cadbury-s-sweetest-marketing-campaigns-
creative/
 https://www.marketing91.com/marketing-mix-of-cadbury/
 http://www.socialsamosa.com/2019/02/brandsaga-cadbury-dairy-milk-advertising-
journey/
 https://www.marketing91.com/marketing-strategy-of-cadbury-cadbury-marketing/
THANK - YOU