Segmentation

Demographic
AGE: 5-60 Behavioural
GENDER: Male/Female

01 03
FAMILY LIFE CYCLE: Young, Single, Married, Old Occasions: Special occasions like New
Years Eve & Valentines Day , Eid etc.
INCOME: Prices are economical so everyone can afford
it. Benefits: Providing good quality product
EDUCATION: Grade school , high school, college at economical prices. Keeping the
graduate. customers fitness in mind providing

Geographica
chocolate coated with nuts.
Usage Rate: The user rate is heavy in the

02 04
Psychographic behavioral segmentation of Cadbury
dairy milk l
Attitude towards the product:
Region : Chocolates are everyone
Positive as people are very in
favourite so there is no limit of
trusted in our new product.
region as it is used all over the
world.
Life Style: Those are willing to
experiment with alternate products
Counties : Perhaps categorized by
in place of conventional food items,
size , development and membership
as world is changing from occasion
of geographical region.
led to more casual consumption.
Segmentation Matrix
Users FEATURES

Sweetness Rich Coco Low Sugar

Kids Yes

Teenage Yes

Adult Yes Yes Yes

Elderly Yes Yes Yes

 Which product for which market.

 Targeting choices - Cadbury is a market leader where it gains full

market coverage by offering various products in all market
segment .
 Targeting strategy - Differentiated marketing where cadbury
targets different marketing mixes towards different segments .
Targeting Market
Value
Product
Dairy Milk

Value Dairy Milk Shots

Value Dairy Milk

Value Dairy Milk

Mid-Tier Dairy Milk Crackle

Mid-Tier Dairy Milk Roast Almond

Mid-Tier Dairy Milk Fruit & Nut

Premium Dairy Milk Silk

Premium Dairy Milk Silk Fruit & Nut

Premium Dairy Milk Orange Peel