Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cadbury India

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{ [email protected] www.hypup.com Cadbury Marketing Report Hypup Media ©2014, All rights reserved India

description

A simple but comprehensive presentation from Hypup on Cadbury India. The presentation will take you through the product mix of Cadbury India as well as how they are segmenting, targeting and positioning the company in the minds of target consumers. The presentation will be helpful to business people, entrepreneurs and students since it explains the different elements of marketing strategy followed by world leader in confectionery market

Transcript of Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cadbury India

Page 1: Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cadbury India

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Cadbury

Marketing Report

Hypup Media ©2014, All rights reserved

India

Page 2: Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cadbury India

Name

Founded

Founders*

Headquarters

Industry

Managing Director

Products

Employees

Company Profile

: Cadbury

: 19 July 1948

: John Cadbury & Benjamin

: Mumbai

: Confectionary

: Anand Kripalu

: DairyMilk, Perk, Gems, etc

: 2000

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*Founders of Cadbury India’s parent company

Page 3: Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cadbury India

Started operations by importing chocolates.

Production in Thane, Pune, Gwalior, Hyderabad, Bangalore and Baddi.

Sales offices in New Delhi, Mumbai, Kolkata and Chennai.

70% market share of chocolate confectionery business

Cadbury India, on 21 April 2014, changed its name to Mondelez India Foods Limited.

Company Profile

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Page 4: Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cadbury India

Key Brands

Dairy Milk Bournville Fruit &

Nut Picnic Perk Gems Tobleron

Eclairs

Nutties

Temptation

Ovaltine

Drinking

Bournita

Oreo

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Page 5: Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cadbury India

Product Line

4

Product Length

16

Product Depth

9

Product Mix

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Page 6: Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cadbury India

Bars 5 Star

Bournville

Dairy Milk

Perk

Temptation

Product Mix

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Page 7: Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cadbury India

Product Mix

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Bags &

Boxes

Celebrations

Celebrations

Rich

Dry Fruit

Dairy

Milk

Éclairs Dairy Milk Shots

Éclairs Rich

Brownie

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Page 8: Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cadbury India

Product Mix

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Beverages

Bournvita

Bournvita 5 Star Magic

Bournvita l'il

Champs

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Page 9: Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cadbury India

Product Mix

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Biscuits

Oreo

Oreo Choco Crème

Oreo Strawberry

Crème

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Page 10: Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cadbury India

Cadbury Dairy Milk

Dairy milk shots

8gm, Rs 2

Dairy milk

12gm, Rs 5

Dairy milk

23gm, Rs 10

Dairy milk

40gm, Rs 20 Roasted Almond 42gm, Rs 30

Crackle

42gm, Rs 30

Fruit and nut

44gm, Rs 30

Home pack

96 gm, Rs 50

Dairy milk Silk

80gm, Rs 60

Product Depth

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Page 11: Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cadbury India

Segmentation

Break Segment

products which are normally consume as a snatched break and often with tea and coffee, for example Cadbury’s Perk and snack range.

Impulse segment

these products are often purchase on impulse, eating these and then. They include product such as Cadbury’s Dairy Milk.

Take home segment

this describes product that are normally purchased in supermarkets, taken home consumed at a later stage.

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Page 12: Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cadbury India

Targeting

Cadbury India has distinguished its product offerings to specific class of consumer groups.

For example, Cadbury Temptations and Bourneville are meant for higher end consumer groups who are willing to pay more for the dark chocolates.

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Page 13: Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cadbury India

Positioning

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The punch by the company for advertising this product life. ‘Real taste of Life’, itself defines the positioning of the product. The chocolate is meant for all age groups. It symbolizes fun, enjoyment, good items. It has goodness of milk, taste and appetite appeal

The prospective customers of Cadbury have changed from kids to adults-including every family member to celebrate any occasion with Cadbury chocolates.

Page 14: Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cadbury India

Cadbury ,with its effective marketing and an accurate STP strategy has ruled over consumer's taste buds and as for the company, it was always

A Sweet Success Story that continues.

Conclusion

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