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Market segmentation of the brand Cadbury
The document discusses market segmentation and Cadbury Dairy Milk chocolate. It describes how Cadbury segments the market demographically by age, gender, income, and behaviorally by occasions and user status. It then discusses Cadbury's targeting, positioning, branding, and packaging strategies. The key aspects covered are Cadbury's segmentation of its target market and an overview of its branding and marketing approaches.
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Market segmentation of the brand Cadbury
- 1. Presented By: TonmoyBora Universal Business School
- 3. MARKET SEGMENTATION GEOGRAPHIC Region Countries Climate DEMOGRAPHIC Age Gender Family Life cycle Income PSYCHOLOGICAL Attitude Toward The Product Life Style BEHAVIORAL Occasions Benefits Usage rate
- 4. MARKET SEGMENTATION Demographic ` Age & Life Cycle • Buyers come under the age group from 2 to 50 Gender • Cadbury is meant for male as well as female Income • It is very reasonable and affordable
- 5. Behavioral • DairyMilk has changed the scenario of having chocolates from having it casually to occasionally Occasions • People now give Dairy Milk as Gifts gifts on many occasions . • There are mainly the regular users found in the user status of Cadbury Dairy Milk. User Status
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- 7. High Income Cadbury 5 Star Nestle Kit-kat Snacks Indulgence Low Income Cadbury Celebration Ferrero Rocher POSITIONING Nestle Alpino Cadbury Bournvile Nestle Munch Cadbury Perk
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- 9. BRAND EXPLORATORY CustomerKnowledge Cadbury has been trying to get out of image of "Just another chocolate”. They also have tried to position themselves as for all and not only for kids. They are successful in doing so and now customers believe that Dairy Milk is not only a chocolate but means of celebrations on all occasions
- 10. CADBURY DAIRY MILK MENTAL MAP Dairy Milk People Performance Image
- 11. People Performance Image From age 10 to 50 Tasty Healthy Consistent Quality Occasions Casually Success
- 12. SOURCES OF BRANDEQUITY OF CADBURY Brand Image Consumer’s Taste and Preference Brand Awareness Emotional Connect
- 14. BRAND STRATEGY BRAND EXTENSION LINE EXTENSION
- 15. POP’s & POD’s POP POD • Good quality product • Chocolate manufacturing legacy • Variants such as dark chocolate, fruit and nut etc. • Constant innovation in marketing • Goodwill • Emotional connect with Indian consumers • Generic name in the Indian chocolate segment • Campaigns are directed at kids as much as at adults • Excellent distribution system, in India
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