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PRODUCT DETAILS

·        
Dairy Milk is
owned, produced and marketed by Cadbury in
the global market and by Hershey Company in the United States. It is a
confectionary and is associated with the food industry.

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·        
It was introduced to the consumer market in the
year 1905 by Cadbury Company in the United Kingdom and later its products were
sold globally because of its immense popularity.

·        
 Operation began in India in late 1965 and
pioneered the development of cocoa cultivation in India.

·        
Dairy Milk In the year 2014, was ranked as the best
chocolate bar in the United Kingdom. Some of its competitors are as follows-Amul Chocolates, Nestle, Ferrero Rocher etc.

SEGMENTATION

A
Market segment consists of a customers who share similar set of needs and wants
Cadbury Diary Milk also divides the market into different group of customers. Diary
Milk is the large brand of the Cadbury Family focusing on consumers of all
ages.

1.      Demographic
segmentation.

·        
Generation: it mainly focuses on the
younger generation segment – “Little girls and boys, be advised to keep your
chocolates and toffees safe or your parents may bite into them!”

·        
Income: Pricing strategy starts from low
costing, availing any one to afford it and it extends to high priced ones like
Diary milk silk which aims at high income customers.

·        
Gender: Gender does not matter for
chocolate

·        
Age: It targets all age groups including
kids, teenagers, youngsters, couples (valentine’s limited edition diary milk
silks)

2.      Behavioural
Segmentation:

It
is advertised as for eating then and there (“Khane walo ko khane ka bahana
chahiye” as its tag line) and if it is for gifting it to someone they have the
“celebration pack”

·        
Decision roles: The major decision role
is played by the children and youngsters when to buy the Cadbury Diary Milk.

·        
Occasion: For purchasing the Cadbury Diary
Milk no specific occasion are required

·        
Benefits: Cadbury Diary Milk is easily
available everywhere when we need it.

·        
User status: There are many impulse
users found for Diary Milk.

·        
User rate: There is a very heavy user rate
in the behavioural segmentation of Diary Milk.

·        
Loyalty status: They have absolute loyal
customers.

 

3.      Geographic
segmentation

·        
It is
present strongly in all urban areas as well as A,B and C category towns

·        
The rural
marketing of Cadbury is weak because demand there is also weak. 

TARGET MARKET SEGMENTS

·        
 Cadbury tend to deduce that Cadbury Diary Milk
targeted only the children aged between 4 to 16

·        

But it is evident that Cadbury Diary Milk stretched its perspective
target group into an infinite age group

·        
Chocolates are everybody’s favourite so
there is no limit of region, it is used all over the world. It is concluded
from the survey that their prices are economical so that every socio economic
group can afford it.

USP AND POSITIONING MESSAGE

·        
Cadbury is
one of the biggest and most trusted chocolate brand worldwide

·        
Biggest
global brand name in the world of chocolates.

 

POSITIONING

·        
The Diary Milk brand positions itself as
a top chocolate synonymous to “happiness”. The ad campaign taglines ‘Real taste
of life’, ‘Pappu pass ho gaya’, ‘Asli swad zindagi ka’, validate Cadbury’s
claim of being a chocolate brand to celebrate happiness

·        
The brand has also started positioning
itself as a “right thing” to do before starting something auspicious with
‘Shubh Arambh – Kuch meetha ho jaye’ and also as a desert offering with the
tagline ‘Meethe me kuch meetha ho jaye’.

·        
 Positioning Diary Milk
as a dessert has generate more business for Cadbury

PRICING STRATEGY

·        
Cadbury Diary Milk’s price is ranged
between ?5 to ?150.

·        
There is a hidden price increase for
diary milk

·        
In 2005, a Diary Milk chocolate of 60g
priced was priced at INR16 in 2005, and currently INR 20 for 40g which is an
increase of 87.5% in 13 years.

·        
Cadbury, diary milk has a very
convenient price range for all its products

·        
Priced in
high as well as low variants, the Cadbury Diary Milk has a position of gifting
and hence is sold in high volumes even at higher prices

·        
The
company has adopted a competitive pricing policy and has kept its prices at par with competitors.

 

COMMUNICATION STRATEGY

Diary
milk has created a global presence and they undertake several promotional activities
which will help in creating a brand awareness so that they can increase the
brand loyalty of present and prospectus customer, and for this they has taken
several steps like :

·        
Attractive purple packing is iconic and
distinguishable

·        
Trusted celebrities( as Brand Ambassadors) being associated with Diary milk for
long periods like Indian actor Amitabh Bachchan

·        
Intimate association of milk is the
chocolate is being reflected in most of the ad’s and slogans

·        
Catchy commercials, aired in TV or radio

·        
Attracting customers with the aid of
Hoardings, Internet, Radio, Newspapers, Magazines Offers and Value Packs

·        
PR initiatives
like the Shubh Aarambh which
focusses on the integrated development of children to foster nutrition/health
education and iCARE, an employee
volunteering program, inspires employees to invest time, skills and passion in
the areas of education, child/elderly welfare, NGO capacity building, etc.

MARKETING CHANNEL

·        
Cadbury Diary milk are sold directly to
wholesaler and retailers.

·        
Once the chocolate reaches in bulk, it
is broken down as follows.

·        
Company à C agentàDistributors
à
Retailers à
Consumers

·        
Cadbury is present in 200 or more
countries. 

·        
Cadbury’s distribution network used to
encompasses around 2500 distributors and about 500,000 retailers.

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