Choc

olat

e bea

ns

Presented By: Tonmoy BoraUniversal Business School

MARKET SEGMENTATION

GEOGRAPHICRegionCountriesClimate

DEMOGRAPHICAgeGenderFamily Life cycleIncome

PSYCHOLOGICAL Attitude Toward The ProductLife Style

BEHAVIORALOccasionsBenefitsUsage rate

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

Behavioral • Dairy Milk has changed the scenario

of having chocolates from having it casually to occasionally

Occasions

• People now give Dairy Milk as gifts on many occasions .Gifts

• There are mainly the regular users found in the user status of Cadbury Dairy Milk.

User Status

TARGETING

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.

High Income

Low Income

IndulgenceSnacks

CadburyCelebration

FerreroRocher

POSITIONING

NestleAlpino

CadburyBournvile

NestleMunch

Cadbury Perk

Cadbury5 Star

NestleKit-kat

PRODUCT CONCEPT

BRAND EXPLORATORYCustomer 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

CADBURY DAIRY MILKMENTAL MAP

Dairy Milk

People

Performance

Image

From age 10 to 50

TastyHealthy

Consistent Quality

OccasionsCasuallySuccess

People Performance Image

SOURCES OF BRAND EQUITY OF CADBURY

BrandImage

Consumer’s

Taste and

Preferenc

eBrand

Awareness

EmotionalConnect

VARIANTS

BRAND STRATEGY

BRAND EXTENSION

LINE EXTENSION

POP POD•Good quality product • Chocolate manufacturing legacy • Variants such as dark chocolate, fruit and nut etc. • Constant innovation in marketing campaigns

•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 specifically • 3 layer packaging

POP’s & POD’s

PACKAGING