PRODUCT DETAILS· Dairy Milk isowned, produced and marketed by Cadbury inthe global market and by Hershey Company in the United States. It is aconfectionary and is associated with the food industry. · It was introduced to the consumer market in theyear 1905 by Cadbury Company in the United Kingdom and later its products weresold globally because of its immense popularity. · Operation began in India in late 1965 andpioneered the development of cocoa cultivation in India.· Dairy Milk In the year 2014, was ranked as the bestchocolate bar in the United Kingdom.
Some of its competitors are as follows-Amul Chocolates, Nestle, Ferrero Rocher etc. SEGMENTATIONAMarket segment consists of a customers who share similar set of needs and wantsCadbury Diary Milk also divides the market into different group of customers. DiaryMilk is the large brand of the Cadbury Family focusing on consumers of allages. 1. Demographicsegmentation.
· Generation: it mainly focuses on theyounger generation segment – “Little girls and boys, be advised to keep yourchocolates and toffees safe or your parents may bite into them!”· Income: Pricing strategy starts from lowcosting, availing any one to afford it and it extends to high priced ones likeDiary milk silk which aims at high income customers.· Gender: Gender does not matter forchocolate · Age: It targets all age groups includingkids, teenagers, youngsters, couples (valentine’s limited edition diary milksilks) 2. BehaviouralSegmentation:Itis advertised as for eating then and there (“Khane walo ko khane ka bahanachahiye” as its tag line) and if it is for gifting it to someone they have the”celebration pack” · Decision roles: The major decision roleis played by the children and youngsters when to buy the Cadbury Diary Milk.· Occasion: For purchasing the Cadbury DiaryMilk no specific occasion are required· Benefits: Cadbury Diary Milk is easilyavailable everywhere when we need it. · User status: There are many impulseusers found for Diary Milk. · User rate: There is a very heavy user ratein the behavioural segmentation of Diary Milk.· Loyalty status: They have absolute loyalcustomers. 3.
Geographicsegmentation· It ispresent strongly in all urban areas as well as A,B and C category towns· The ruralmarketing of Cadbury is weak because demand there is also weak. TARGET MARKET SEGMENTS· Cadbury tend to deduce that Cadbury Diary Milktargeted only the children aged between 4 to 16· . But it is evident that Cadbury Diary Milk stretched its perspectivetarget group into an infinite age group· Chocolates are everybody’s favourite sothere is no limit of region, it is used all over the world.
It is concludedfrom the survey that their prices are economical so that every socio economicgroup can afford it.USP AND POSITIONING MESSAGE · Cadbury isone of the biggest and most trusted chocolate brand worldwide · Biggestglobal brand name in the world of chocolates. POSITIONING· The Diary Milk brand positions itself asa top chocolate synonymous to “happiness”. The ad campaign taglines ‘Real tasteof life’, ‘Pappu pass ho gaya’, ‘Asli swad zindagi ka’, validate Cadbury’sclaim of being a chocolate brand to celebrate happiness· The brand has also started positioningitself as a “right thing” to do before starting something auspicious with’Shubh Arambh – Kuch meetha ho jaye’ and also as a desert offering with thetagline ‘Meethe me kuch meetha ho jaye’.· Positioning Diary Milkas a dessert has generate more business for CadburyPRICING STRATEGY· Cadbury Diary Milk’s price is rangedbetween ?5 to ?150.· There is a hidden price increase fordiary milk · In 2005, a Diary Milk chocolate of 60gpriced was priced at INR16 in 2005, and currently INR 20 for 40g which is anincrease of 87.
5% in 13 years. · Cadbury, diary milk has a veryconvenient price range for all its products· Priced inhigh as well as low variants, the Cadbury Diary Milk has a position of giftingand hence is sold in high volumes even at higher prices· Thecompany has adopted a competitive pricing policy and has kept its prices at par with competitors. COMMUNICATION STRATEGYDiarymilk has created a global presence and they undertake several promotional activitieswhich will help in creating a brand awareness so that they can increase thebrand loyalty of present and prospectus customer, and for this they has takenseveral steps like :· Attractive purple packing is iconic anddistinguishable· Trusted celebrities( as Brand Ambassadors) being associated with Diary milk forlong periods like Indian actor Amitabh Bachchan· Intimate association of milk is thechocolate is being reflected in most of the ad’s and slogans· Catchy commercials, aired in TV or radio· Attracting customers with the aid ofHoardings, Internet, Radio, Newspapers, Magazines Offers and Value Packs· PR initiativeslike the Shubh Aarambh whichfocusses on the integrated development of children to foster nutrition/healtheducation and iCARE, an employeevolunteering program, inspires employees to invest time, skills and passion inthe areas of education, child/elderly welfare, NGO capacity building, etc.
MARKETING CHANNEL· Cadbury Diary milk are sold directly towholesaler and retailers.· Once the chocolate reaches in bulk, itis broken down as follows.· Company à C agentàDistributorsàRetailers àConsumers· Cadbury is present in 200 or morecountries. · Cadbury’s distribution network used toencompasses around 2500 distributors and about 500,000 retailers.**************************************************