Marketing Management -1

Presented By:Anindita ChoudhuryAshwin AgarwalDiya MazumderSouryojit Ghosh

(PGP 2009-11), PRAXIS BUSINESS SCHOOL, KOLKATA

AGENDA

Overview

Vision and Mission

Positioning and Re-positioning

Strategies Adopted

Tackling competition

Market Research Analysis

Net Take Away

Future Direction

OVERVIEW The story of Cadbury Dairy milk started in 1905 at

Bournville, UK.

The journey with chocolate lovers in India began

in 1948.

In the year 2010 Cadbury accepted the take over

bid from US food joint Kraft foods ltd.

The various variants of dairy milk are Fruit & Nut,

Crackle and Roast Almond, Wowie, shots, Silk

VISION AND MISSION Vision:

“Working together to create brands people love”

Mission:

‘Cadbury means quality’ this is our promise.

Mission statement of the product:

“Providing customers with a tempting and exquisite taste”

POSITIONING AND RE-POSITIONING In the early 90’s:

It was portrayed as ‘meant for kids’.

In Mid 90’s: ‘Real Taste of Life'

Shift the focus from kids to the ‘kids in all of us’. It was a perfect

expression of 'spontaneity' and 'shared good feelings'.

In the late 90’s: ‘Khanewalon Ko Khane Ka

Bahana Chahiye'

The focus shifted towards widening chocolate consumption amongst

the masses

POSITIONING AND RE-POSITIONING

Recently: ‘Kuch Meetha Ho Jaaye’ and ‘Papu

pass ho gaya’

It is use extensively to express joy in a moment of

achievement or success.

More recently: ‘Aaj pehli tarik hai’ and

‘Shubharam’

To depict auspicious beginnings

STRATEGY ADOPTED

Advertisement strategy:

TV commercials

Radio promotions

Outdoors

Internet

STRATEGY ADOPTED

Marketing Strategy:

Early 90’s

Campaign: ‘Real Taste of Life’

Target: Dairy milk is for enjoyment

Late 90’s

Campaign: ‘Khane walon ko khane ka bahana chahiye’

Target: widening chocolate consumption amongst the masses

STRATEGY ADOPTED

Early 2000:

Campaign: ‘Kuch meetha ho jaye’.

Target: To associate Cadbury with celebratory

occasion

Campaign: ‘Pappu pass ho gaya’.

Target: Encourage students to buy Cadbury

Dairy Milk to celebrate their exam

results.

STRATEGY ADOPTED

Campaign: ‘Miss Palampur’

Target: Focusing on the rural market.

Recently: Campaign: ‘Aaj Paheli tarik hai’ Target: To celebrate pay day/salary

day. Campaign: ‘Subharam’ Target: To depict the aspicious beigining

STRATEGY ADOPTED Distribution Strategy:

COMPETITORS

Generic competitors: Sweetmeat Pastries Ice-creams ,Deserts

Market competitors: Nestle Amul Hershey, etc

TACKLING COMPETITION

Innovation-The blood of marketing

It believes in performance

It believes in connecting emotionally with

target audience

Attractive packaging to lure customer

Variety which matches the “size of the

wallet” of all its target audience

MARKET RESEARCH ANALYSIS

SURVEY FINDINGS

Results Inferences

RESEARCH INSTRUMENT

Questionnaire design Sample size and Data tools

HYPOTHESES DESIGN

List of hypotheses

MARKET RESEARCH ANALYSIS

SURVEY FINDINGS

Results Inferences

RESEARCH INSTRUMENT

Questionnaire design Sample size and Data tools

HYPOTHESES DESIGN

List of hypotheses

MARKET RESEARCH ANALYSIS

Hypothesis 1 Dairy milk is generic to the term

chocolates

Hypothesis 2 Dairy milk is a perfect substitute for sweet

meat

Hypothesis 3 Amitabh bachan is the face of dairy milk

MARKET RESEARCH ANALYSIS

SURVEY FINDINGS

Results Inferences

RESEARCH INSTRUMENT

Questionnaire design Sample size and Data tools

HYPOTHESES DESIGN

List of hypotheses

MARKET RESEARCH ANALYSIS

Questionnaire :- Questionnaire is formalized set of questions for obtaining information from respondents . It increases the response rate so we have decided to take questionnaire as our research instruments

Sample Size : - We have taken a stratified sample of 92 respondents

Data Analysis Tools:-• Pie Chart• Bar diagrams• Measure of central tendency

MARKET RESEARCH ANALYSIS

SURVEY FINDINGS

Results Inferences

RESEARCH INSTRUMENT

Questionnaire design Sample size and Data tools

HYPOTHESES DESIGN

List of hypotheses

MARKET RESEARCH ANALYSIS

This Bar graph shows that 78% of the sample size selected Dairy Milk as the chocolate that comes to their mind first.

Hypothesis 1

MARKET RESEARCH ANALYSIS

Dairy Milk is the most preferred brand of chocolate amongst other chocolates.

Hypothesis 1

MARKET RESEARCH ANALYSIS

78% of the consumers agree that they would prefer having chocolates over sweetmeats.

Hypothesis 2

MARKET RESEARCH ANALYSIS

65.2% consumers selected Dairy Milk as the chocolate they would consume as a substitute for sweetmeats.

Hypothesis 2

MARKET RESEARCH ANALYSIS

The pie-chart depicts 89% people have gifted dairy milk instead of sweets to their near and dear ones

Hypothesis 2

MARKET RESEARCH ANALYSIS

The pie-chart represents the various celebratory occasions on which people gift dairy milk

Hypothesis 2

MARKET RESEARCH ANALYSIS

The bar-graph represents 37% consumers could recollect the advertisement “papu pass ho gaya” by Amitabh Bachan

Hypothesis 3

MARKET RESEARCH ANALYSIS

The pie-chart depict that 96% of the consumers would buy dairy milk irrespective of the presence of Amitabh Bachchan as brand ambassador

Hypothesis 3

MARKET RESEARCH ANALYSIS

The pie-charts depicts that Amitabh Bachan is associated more with Parker Pen then Dairy milk

Hypothesis 3

MARKET RESEARCH ANALYSIS

42% of the consumers recollected the ad “papu pass ho gaya” which feature Amitabh Bachan

Hypothesis 3

MARKET RESEARCH ANALYSIS

95% of the consumers like dairy milk because it taste good

Hypothesis 3

MARKET RESEARCH ANALYSIS

Using central tendency mode of the age group is 47 and median is 21,hence the modal and median class lie in the age group 16-25

MARKET RESEARCH ANALYSIS

Our sample size comprise of 63% male and 37% female

NET TAKE AWAY

78% of the sample size showed Diary milk is

generic to the term chocolate.

84% of the sample size showed Dairy milk is a

perfect substitute of sweetmeats

96% of the sample size showed that the consumers

would buy Dairy milk irrespective of the presence of

Amitabh Bachchan as brand ambassador

FUTURE DIRECTION Broadening

Extending its reach to the newer market Inclusion of 45000 outlets

Sustained growth Through aggressive product development Plans to launch 1 new product every year

Focusing On cost competitiveness Productivity and innovative utilization of assets

THANK YOU