MARKETING MIX, SEGMENTATION , TARGET MARKET, POSITIONING OF CADBURY`S DAIRY MILK IN INDIA..

1. PRESENTED BY, GAURAV H. NANJANI PGDBM. BATCH 09-11 RIZVI MANAGEMENT INSTITUTE BANDRA(w) MUMBAI

2. For over 3000 years, Chocolate…like gold, has had a universal appeal

4. They drank chocolate as a bitter and spicy beverage called “xocoatl” (“bitter water”)

5. Chocolate played an important role in their social and religious life

6. It symbolized life and fertility and was also used as medicine

8. BENEFITS Decrease blood pressure Improve circulation Lower death rate from heart disease Improve function of endothelial cells that line the blood vessels Defend against destructive molecules called free radicals, which trigger cancer, heart disease and stroke Improve Digestion and stimulate kidneys Has been used to help treat patients with anemia, kidney stones and poor appetite

11. LOCATION: Birmingham, UK.

12. YEAR: 1824OPERATE IN OVER 60 COUNTRIES WORLD'S LARGEST CONFECTIONERY COMPANY WORLDWIDE, CADBURY HAS 60,000 EMPLOYEES

13. 1948 Operation began in India 1965 Pioneered the development of cocoa cultivation in India CADBURY IN INDIA

14. Vision & Mission Vision: "Working together to create brands people love" Cadbury’s mission statement Says simply, ‘Cadbury means quality’; this is our promise. Our reputation is built upon quality; our commitment to continuous improvement will ensure that our promise Mission Statement 0f the product: The mission statement of our new product is “To provide our customers with a tempting and exquisite taste” as Enticing Treats means a mouth watering treat which is simply irresistible.

15. Popular Brands in INDIA Chocolates Beverages Snacks GUMS CANDy’s

17. CHOCOLATE BAR MADE BY CADBURY. BORN IN YEAR 1905. BOURNVILLE, U.K CAME TO INDIA AT 1948 30% VALUE SHARE OF THE INDIAN CHOCOLATE MARKET.

18. PRODUCT

19. CHOCOLATE BAR. MADE FROM REAL DARK CHOCOLATE. SIMILAR DESIGN WORLDWIDE. CONTAINS MORE MILK THAN ANY OTHER CHOCOLATE BAR. AVAILABLE IN 10.5g, 22g, 95g, 165g & OTHER PREMIUM PACKS

20. INGREDIENTS

21. VARIANTS

22. PRICE

23. PRICE MENTIONED ABOVE ARE SAME ALL OVER INDIA. COMPETETIVE PRICING. DUE TO PRICE HIKE IN RAW MATERIAL AND LABOUR COST COMPANY HAD NOT INCREASED THE COST OF PRODUCT BUT REDUCED THE WEIGHT OF PRODUCT. EG. 5 RS PACK WAS OF 13gm BUT NOW IT IS 10.5gm

24. PLACE

25. Business Operations Five company-owned manufacturing facilities: Thane Induri (Pune) Malanpur (Gwalior) Bangalore Baddi (Himachal Pradesh) 4 sales offices: New Delhi Mumbai Kolkota Chennai Corporate/Head office: Mumbai THESE FACTORIES CHURN OUT CLOSE TO 8,000 TONNES OF CHOCOLATE ANNUALLY

27. CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES 2100 DISTRIBUTORS AND 450,000 RETAILERS.RETAILER WHOLESELLER

28. PROMOTION

30. Almost 80% of chocolate purchases are made on impulse.

31. The media mix for the campaign comprises TV, outdoor, Internet and radio.

32. Use of emotional appeals in advertising.

34. During late 90’s Campaign: ‘Khanewalonkokhane ka bahanachahiye’. Target: widening chocolate consumption among the masses

35. More recently Campaign: ‘kuchmetha ho jaye’. Target: to associate Cadbury with celebratory occasion.

36. Campaign: ‘pappu pass ho gaya’. Target: encourage those who have pass the exams to celebrate with Dairy Milk.

40. PACKAGING STYLES 1905 1930s 1970s 1960s

41. PRESENT Pearlfisher is the design agency responsible for the execution of the pack's new look.

43. PAPER COVER

45. Display the product – good graphic design and shape is important.

46. Attracting customers

47. Improved efficiencyADVANTAGES OF PACKAGING

48. S T P SEGMENTATION TARGET MARKET POSITIONING

49. segmentation geographic SEGMENT IMPULSE SEGMENT For eating then and there. “Khaanewalokokhane ka bahanachahiye” GIFT SEGMENT Purchased to gift some one.

50. TARGET MARKET The prospective customers of Cadbury Dairy Milk have changed have changed from kids to adults-including every family member to celebrate any occasion with Dairy Milk.

51. Positioning For kids across India, the word ‘Cadbury’ is synonymous with chocolates. CDM positioned as ‘The perfect expression of love’ “Mazzaaagaya” spontaneous, carefree, special, real moments. " KuchMeetha ho jaye “ The brand want itself to be synonymous with Sweet.

52. PRODUCT LIFE CYCLE

53. COMPETITORS

54. Achievements Major Achievements of Cadbury Worlds No 1Confectionery company World's No 2 Gums company. World's No 3 Beverage company. Cadbury Dairy Milk & Bournvita have been declared a "Consumer Superbrand" for 2006-07 by Superbrands India. Cadbury India has been ranked 5th in the FMCG sector, in a survey on India's most respected companiesby sector conducted by Business World magazine in 2007. Cadbury India has been ranked as the 7th Great Place to Work and the No. 1 FMCG company in India in 2008, by the Great Place to Work Institute. Asian Marketing Effectiveness Awards 2008 for Bournvita Folk/Fusion campaign - GOLD award for the "Best Insights and Strategic Thinking" and SILVER award for the 'Most Effective Use of Advertising'.

55. THANK YOU