STP marketing presentation OF Cadbury Dairy Milk
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Cadbury is a British confectionery company established in 1824 in Birmingham, England. It introduced the Dairy Milk chocolate bar in 1905, which used a higher milk content than rivals. Dairy Milk became Cadbury's best-selling brand and consists of various products made exclusively with milk chocolate. In India, Dairy Milk has around 47% market share of the chocolate industry. Cadbury segments customers demographically by age and gender, and behaviorally based on decision roles, occasions, benefits, user status, and rates. It targets different groups like students and families through marketing campaigns.
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STP marketing presentation OF Cadbury Dairy Milk
- 2. ABOUT THE COMPANY Cadbury, formerly Cadbury's and Cadbury Schweppes, is a British multinational confectionery company wholly owned by Mondelez International (originally Kraft Foods) since 2010. It is the second largest confectionery brand in the world after Mars. Cadbury was established in Birmingham, England in 1824, by John Cadbury who sold tea, coffee and drinking chocolate. Cadbury developed the business with his brother Benjamin, followed by his sons Richard and George. Dairy Milk chocolate, introduced in 1905, used a higher proportion of milk within the recipe compared with rival products.
- 4. DAIRY MILK Cadbury Dairy Milk is a brand of milk chocolate manufactured by Cadbury. It was introduced in the United Kingdom in 1905 and now consists of a number of products. Every product in the Dairy Milk line is made with exclusively milk chocolate Cadbury 67% Nestle 21% Ferrero 6% Others 6% Market share of Chocolate Industry By brand in India Dairy Milk 47% Bournville & Silk %18 others 35 % Market share of Dairy Milk in Chocolate Industry in India -
- 5. PACKAGING WEIGHT PRICE 10 GRMS 10 23 GRMS 20 45 GRMS 40 60 GRMS – 250 GRMS 80 - 600
- 6. SEGMENTATION
- 7. Demographic Segmentation AGE GROUP Income: Cadbury pricing strategy is low costing, availing any one can afford. Gender: For purchasing Cadbury dairy milk gender does not matter. Cadbury dairy milk are for all type of persons whether male or female. 30-40 19% 13-19 19% 20-25 22% 26-30 30%
- 8. BEHAVIOURAL SEGMENTATION Decision roles: The decision role is played by the children and youngsters when to buy the Cadbury dairy milk. Occasion: For purchasing the Cadbury dairy milk no specific occasion are required. Benefits: Cadbury dairy milk is easily available everywhere when we need it. User status: There are mainly the Impulse users found in the user status of Cadbury dairy milk. User rate: The user rate is heavy in the behavioral segmentation of Cadbury dairy milk.
- 9. PSYCHOGRAPHIC Substitute Of Traditional Indian Sweets Cadbury Dairy Milks Product Segmentation Is Done On The Basis Of ‘Size’ As Bars, Small Blocks, Large Blocks. Attitude: There is an enthusiastic type of attitude seen in buyers Loyalty status: There is mainly the absolute loyal customers.
- 10. TARGETING
- 11. Campaigns Targeted Market Segments PAPPU PASS HO GAYA ALL TYPE OF STUDENTS USER STATUS OR HAPPY MOMENTS MITHA HAI KHANA AAJ PEHLI TAARIK HAI ALL FAMILY MEMBERS ON THE BASIS OF FAMILY LIFESTYLE AND THEIR MOMENT OF JOY KISS ME , MISS ME YOUTH AND MIDDLE AGE GROUP PEOPLE (COUPLES ) CHILD IN EVEYONE
- 12. TARGET MARKET NOT COVERED BY CADBURY DAIRY MILK CHOCLATES FOR HIGH INCOME PEOPLE LIKE - FERRERO ROCHER , MARS, M&M, TOBLERONE. SUGAR FREE CHOCLATES.
- 13. POSITIONING