Mais conteúdo relacionado Semelhante a Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cadbury India (20) Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cadbury India3. 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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4. Key Brands
Dairy Milk
Bournville
Fruit &
Nut
Picnic
Perk
Gems
Tobleron
Eclairs
Nutties
Temptation
Ovaltine
Drinking
Bournita
Oreo
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10. Cadbury Dairy Milk
Dairy milk
shots
8gm, Rs 2
Dairy milk
12gm, Rs 5
Dairy milk
23gm, Rs 10
Dairy milk
40gm, Rs 20Roasted 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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0
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11. 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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12. 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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13. 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.
14. 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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