STP about Cadbury Dairy Milk Choclate.

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