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
• Dairy Milk 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
9. BRAND EXPLORATORY
Customer Knowledge
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
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