1. INTRODUCTION Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. It stands for goodness. A moment of pure magic!

2. INTRODUCTION Cadbury Dairy Milk (CDM) entered the Indian market in 1948, and since then for consumers across India, the word Cadbury has become synonymous with chocolate. CDM remains at the top of the Indian chocolate market not only because of its most delicious, best tasting chocolate but also because of its memorable communication. 3. Vision Cadburys set out a vision to achieve a Cadbury in every pocket dream by increasing the penetration of chocolates. 4. Mission Cadbury means QUALITY This is our promise Our reputation is build upon quality Our commitment to continuous improvement It will ensure that our promise is delivered. 5. Understand the Market place and Customer Needs Understands the targeted market. Targets the right customers. Products according to customer needs and requirements. 6. Designing a Customer Driven Marketing Strategy Customer driven strategy. Targets those market which are profitable for the company. It includes various aspects like production, product, selling concepts 7. Marketing Concept Production favorable and affordable to customer Product quality and customer satisfaction Selling promotions and advertisements Marketing strong customer relationship 8. Customer Driven marketing Strategy Market Segmentation Target Marketing Market Positioning 9. Market Segmentation It means divide the market into group of potential customers on the basis of occupation as well as the age group of the customer in the market. Geographical Segmentation Demographic Segmentation Behavioural Segmentation Psychographic segmentation 10. Geographic Segmentation Country its famous all over the globe Region- it is region independent, available anywhere Metro- varied range of products available Village- not so famous but available 11. Demographic Segmentation Age and life cycle -targeted age group of 4 to 50 years. Gender -gender does not matter Income -reasonable and affordable price. Generation -not much affected by the generation differences 12. Behavioral Segmentation Decision roles- any person can desire to rejoice the sweetness Occasion- to share sweetness in any celebration Benefits- to enjoy and spread happiness in society Attitude- no specific, just joy for all 13. Psychographic Segmentation Social class- available for every class Life style- independent of any lifestyle Personality- any individual 14. Market positioning Cadbury dairy milk made its position not only in the minds of consumers but also in the market Different promotional techniques By giving add through any superstar Electronic media Press media Sign boards By giving discount By giving funds to welfare organizations. 15. Positional Strategy Positioning is all about that what is the customer concept or image of your product in the minds of the people who likely to purchase the product. It also concerns about what is the position of your product in the market. Slogan -Slogans also play an important role to position a positive concept in the minds of customers like: -> A glass and a half of full cream -> Cadbury is the name of quality it is our promise Logo of Cadbury Brand name of product 16. 4 Ps of Marketing Product - improvement in the quality & features of product Price - reasonable and affordable price Place - is to sell the chocolate at every nook and corner Promotion - used press and electronic media to motivate & inspires customer 17. Supply Chain Management Company Suppliers Intermediaries Competitors Customers Public 18. Strength: largest global confectionery suppliers high financial strength, strong manufacturing competence, established brand name. totally focused on choc and unique understanding of customer wants.... SWOT Analysis 19. Weakness: Single focus of interest(chocolates), not much diverge products in market Other competitors have greater international experience possibly lack of understanding of new emerging markets compared to competitors. SWOT Analysis 20. Opportunities: To expand its global operations. new market with new product which are limited in particular region. attempting to increase the declining market for chocolate with innovation. Brand ambassador Amitabh Bachchan for advertising of a product SWOT Analysis 21. Threats: Worldwide there is an increasing demanding cost environment particularly transport, packaging and sugar. Competitive pressure from other branded suppliers(national, global) Aggressive price and promotion activity by promoters. Nutrition and healthier life style affecting demand for core Cadbury products. SWOT Analysis 22. PRODUCT LIFE CYCLE STRATEGIES Time Sales & Profits Profit Introduction Growth Maturity Decline Sales 23. Thank you A presentation by Anshul Ramnani