2. MARKET SIZE ACCORDING TO THE TYPES OF INGREDIENTS
Milk
Dark
White
CHOCOLATE
75%
16%
9%
3. INTRODUCTION
Cadbury Dairy Milk is a brand of
milk chocolate manufactured by
Cadbury. It was introduced in the
United Kingdom in 1905 and now
consists of a number of products.
Every product in the Dairy Milk
line is made with exclusively milk
chocolate. In 2014, Dairy Milk
was ranked the best-selling
chocolate bar in the UK.
5. MARKETING IN INDIA
Cadbury has enjoyed a substantial fan base in India. The
Dairy Milk primarily is a huge success. Initially, the
company had appointed Amitabh Bachchan as the brand
ambassador in 2004. Cadbury today holds 70% of the
market share of the chocolate industry in the country
6. DEMOGRAPHIC SEGMENTATION
29%
22%19%
30%
Age Group
13-19 29% 20-25 22% 26-30 19% 30-40 30%
• Generation: Little girls and boys, be advice
to keep your chocolates safe or your
parents may bite into them.
• Income: Cadbury pricing strategy is kept
low availing anyone can afford it.
• Gender: For purchasing Cadbury dairy milk
gender doesn't matter.
7. MARKET SEGMENTS OF CADBURY DAIRY MILK
• A market segment consist of a customers who share similar set of needs and
wants(Kotler,2013)
• Cadbury dairy milk also divides the market into different group of customers.
• Dairy milk is the megabrand of the Cadbury Family focusing on consumers of all
ages.
• One notable form of customer segmentation that Cadbury utilizes is Behavioral
segmentation, which is based on actual customer decision making process
towards Cadbury's product. We can understand it by following discussion.
8. BEHAVIORAL SEGMENTATION
• Decision Roles: The decision role is played by the children's went to buy the
product.
• Occasion: For purchasing the dairy milk no occasion is required.
• Benefit: Its easily available everywhere we need it.
• User Status: There are mainly impulse users found in the user status of Cadbury
dairy milk.
• Loyalty Status: There is mainly the absolute loyal customers.
• User Rate: The user rate is heavy in behavioral segmentation of dairy milk.
• Attitude: There is an enthusiastic type of attitude seen in the buyers.
9. TARGETING
CAMPAGINS TARGETED MARKET SEGMENTATION
• Kids In all of us, Real
taste of Life, Kuch khas
hai zindagi mein. No
umar far lalach.
• Pappu paas ho gaya.
• Khane walo ko khane ka
bahana chahiye.
• Kuch meetha hojaye. (All
ads)
• Higher age people can
eat chocolate without
any fear.
• All types of Student.
• Replacing “mithai” on
family occasion.
• Middle age group.
• Psychology (there is a kid
in all of us).
• Psychology on the basis of
Family lifestyle and status.
• Behavioral (useage based)
Mass marketing.
• Behavioral (Special
Moments) and ceremony.
10. POSITIONING
• Cadbury Dairy Milk are solid directly to whole
seller and retailers.
• The media mix for the campaign compromises
TV, Outdoor, Internet and Radio etc.
• Concentrated more on TV advertisement.
• Youth see Cadbury as a Synonym For
Chocolate.
