Cadbury- Marketing strategies
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John Cadbury began selling tea, coffee and drinking chocolate in 1824 in Birmingham, England. He later began producing cocoa and drinking chocolates. In 1897, Cadbury introduced milk chocolate bars and in 1905 launched the Dairy Milk bar. Cadbury became the largest confectionery company in the UK. In India, Cadbury began importing chocolates in 1948 and set up manufacturing facilities across the country. Dairy Milk remains Cadbury's flagship brand and is the market leader with over 70% market share in India. The document then discusses market segmentation, pricing, and consumer behavior towards Dairy Milk in India. It suggests Cadbury could target lower income groups and influence behavior through psychological and social class factors in its advertising
Cadbury- Marketing strategies
- 2. • 1824, John Cadbury, began selling tea, coffee and drinking chocolate in Bull Streets in Birmingham, England. • 1831 onwards, moved into the production of variety of cocoa and drinking chocolates. • In 1847, Partnership with brother Benjamin and the company became "Cadbury Brothers". • 1897, own line of milk chocolate bars was introduced.
- 3. • The first chocolatier to create milk chocolate. • 1905, launched its Dairy Milk bar, with a higher proportion of milk than previous chocolate bars. • By 1930, Cadbury had become the 24th-largest British manufacturing company. • Cadbury merged with drinks company Schweppes to form Cadbury Schweppes in 1969. (and demerged on 2nd May 2008). • 2003, renamed to Cadbury.
- 4. CADBURY INDIA • In 19th July, 1948, Cadbury India began its operations in India by importing chocolates. • Manufacturing- Thane, Pune, Gwalior, Hyderabad, • Bangalore and Himachal Pradesh. Sales offices in New Delhi, Mumbai, Kolkata and Chennai. • Corporate head office is in Mumbai under the name of "Cadbury House“. • Currently, Cadbury India operates in five categories – Chocolate confectionery, Beverages, Biscuits, Gum and Candy.
- 5. • Key brands- Dairy Milk, Temptation, Bournvita, 5 Star, Perk, Celebrations, Gems, Halls, Eclairs, Bubbaloo, Tang and Oreo, Bilkul, Toblerone. • It is the market leader in the chocolate confectionery business with a market share of over 70%. • 21 April 2014, Cadbury India changed its name to Mondelez India Foods Limited.
- 6. • A brand of milk chocolate manufactured by Cadbury, except in the United States where it is made by The Hershey Company. • Introduced in the United Kingdom in 1905. • Made with exclusively milk chocolate. • In 2014, Dairy Milk was ranked the best selling chocolate bar. DAIRY MILK
- 7. •The variants of Dairy Milk: - Dairy Milk Chocolate - Dairy Milk Silk - Dairy Milk Bubbly - Dairy Milk Crackles - Dairy Milk Fruit & Nuts - Dairy Milk Raisins - Dairy Milk Shots - Dairy Milk Celebration Rich Dry Fruits - Dairy Milk Marvellous
- 8. •LOCATION- Every part of the country. •AGE- Small Children to Old age people. •GENDER- There is no gender bifurcation. •OCCUPATION/INCOME- Labours to CEO’s Low Earners to High Earners. •INTEREST- Likes and preference •NEED- Gifting it to others in these occasions. MARKET SEGMENTATION
- 9. PRICING • Different prices from Rs.5-Rs.160, to make it affordable to everyone. • The price according to the size and weight of the chocolate • Prices: - Dairy Milk Shots, Dairy Chocolate(small)- Rs. 5/10 - Dairy Milk Marvellous, Plain Chocolate- Rs. 20/22 - Dairy Milk Crackles, Fruit & Nuts, Roasted Almond- Rs. 30 - Dairy Silk, Dairy Milk Bubbly(small)- Rs. 55 - Dairy Milk Silk(Almonds, Chocolate, Fruit & Nuts, Caramel, Orange), Dairy Milk Bubbly, Dairy Milk Marvellous- Rs. 160 - Dairy Milk Celebrations Rich Dry Fruit- Rs. 250
- 10. CONSUMER BEHAVIOUR towards DAIRY MILK • Ads of Dairy Milk shows the popularity of the product in terms of cultural, socio cultural, personal, social class etc. • Different ads for different product variety shows how is the emotions of people and make the consumer attract towards Dairy Milk. • People prefer this chocolate in every occasion, festivals and as a part of joy. • Behaviour of consumer mainly arises from the marketing and awareness of the product, and the important tool for this is Advertisements (Ads).
- 11. After analysing all the ads of it, the behaviour of the consumer towards Dairy Milk in Indian market is influenced by- 1. Cultural Factor: Different regions & states in India follow different culture and their own tradition. ‘Having sweets before or after starting any auspicious beginning’, ‘Family togetherness at dining’ is the most common amongst all. Ads- SUBH AARAMBH ads well defines the tradition with their ads saying “Kuch subh kaam karene se phele, Kuch meetha ho jae”, “Naye rishtoon ka subha aarambh, kuch meetha ho jae”, “khana ke baad meethe me kuch meetha ho jae”.
- 12. 2. Sub-Cultural Factor: In India there is no differentiation among people on the basis of these sub-cultures. India believes in Equality and Unity. And people unite together especially in occasions. Ads- Cadbury celebration decided to make EID, Christmas and other country’s victory hugs tighter and fuel festive togetherness and celebrations saying “ Iss EID Khusiyan Le Chalo”, “Humari haar khushi hai meethi, Cadbury dairy milk jaisi, kuch meetha ho jae”.
- 13. 3. Social Class: It is measured as a combination of various factors, such as income, occupation, education, authority, power, property, ownership, life styles, consumption, pattern etc. Ads- Lacks in influencing the people especially the lower income and labour groups they still think Dairy Milk to be an unaffordable chocolate and it is only for high class people.
- 14. 4. Social Influence: Include a person's family, social interaction, work or school communities, or any group of people a person affiliates with. Influence the purchasing behaviour of the consumer. Ads- They influence the people so much that the only thing that comes in their mind for chocolate is Dairy Milk. “Add a flavour Add a friend”, “Pheli Taarik pe, Kuch Meetha Ho Jae”, “Khushiyoon Ka Sybh Aarambh, Kuch Meetha Ho Jae”, “Iss Tyohaar, kuch Meetha Ho Jae”, etc influences people to prefer and have Dairy Milk, whenever, whatever the occasion may be.
- 15. SUGGESTIIONS- missing factors • It still lacked some factors which influences the behaviour of the consumer. • Some ads should be prepared for directly reaching and influencing particular class or category like Lower income group (labours, working class), Lower class people etc. The factors not used yet by Dairy Milk ads which influences the behaviour of consumer:
- 16. 1. Internal/Psychological Factor- Usage for their biogenic need like Hunger. People can prefer Dairy Milk when they are hungry. Ads related to health, as chocolate is good for health as the doctors suggest it to be good for heart, blood pressure patient etc.
- 17. 2. Social Class & Economic Factor- No Ads for influencing particular social class (espcially Lower class/Income group) for buying the chocolate. The same ad will also give the message that this chocolate is for all that there is no restriction for anyone to celebrate their joy and happiness with Dairy Milk. •
- 18. • Cadbury Dairy Milk has imparted an immense pleasure of sharing chocolates in festive seasons in place of Mithai(Sweets). • Chocolates are considered as a great substitute in place of sweets and gifts. • Factors like Economic factor, Internal/Psychological Factor and Social Class which should also be shown in their Ads . • Rest the company is going excellent in its career.