PowerPoint Presentation

History of Cadbury India :-Cadbury entered in India by 1948 , but was found in 1824, Birmingham, United Kingdom.

It has its headquarters and offices in various parts of the country

presently the Cadbury India is known as Mondelez India foods Ltd.

Marketing planMarketing Objective:-Positioning diary milk as a successful alternative to the traditional Indian sweets in order to cash in the rich tradition of Indian people associated with desserts

Sustain market share over the year through product innovation in product development and packagingSTP analysis for Cadbury Diary Milk:-SegmentationTargetingPositioning

Campaigns Targeted AudienceSegmentsThe real taste of life , Kuch khas hai zindagi me , No umar for lalach

Higher age people can eat chocolate without fearkhanewalo ko khane ka bahana chahiyeReplacing methaifrom the family occasion.Kuch meeta ho jayeMiddle age groupPsychology(that there is a kid in all of us)

Behavioral mass marketing

Special moments and ceremony

Pappu Pass ho gayaAll types of students .User status and happy momentsCampaignsTargeted AudienceSegmentsMiss Palampur

Meetha hai khana aaj peheli tarik hai

Kiss me and miss me

Rural market with introduction of Rs.5/- Dairy Milk

All family members in a middle class nuclear famiy

Youth and middle age group and little high standard of livingVillages (geographic segment)

Psychology on the basis of family lifestyle and status

Modern era ,premium segment ,introduction of dairy milk silk

Youth see the word Cadbury as a synonym for chocolate, others see it as synonyms for sweet and love and bliss.In India it positioned itself as spontaneous, special, carefree, real moments (Real taste of life) in the initial stage.But later it tried to position itself as brand that is synonymous with sweet (Kuch meetha ho jaye).The recent campaign (Shubh Aarambh) tries to take forward the initial positioning of dairy milk as an alternative for the traditional sweet and positions itself as something that is as auspicious as the sweet which is generally offered as bhog to gods.

The newest campaign targets the relationship of friendship i.e badti dosti ke naam

Product:- The product Diary Milk is a chocolate bar that is made from real dark chocolate. The design of the chocolate is nearly same throughout the world with slight changes that are made according to the different regions. The amount of milk content in dairy milk is the highest as compared to other competitors.Price:-ProductWeight(gms)Price(Rs)Dairy milk9.55Dairy milk1410Dairy milk3020Dairy milk crackle , Roast almonds4235Dairy milk silk6060Dairy milk silk160150

Place:-

The company has five company owned manufacturing capacities in Thane, Induri (Pune), Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh).

The sale offices are located in the metros and the head office is located in Mumbai.

The distribution structure is such that Cadbury dairy milk are sold directly to the retailers and the whole sellers.

Cadburys distribution network used to encompass 2100 whole sellers and 450,000 retailers.

Advertisements on Television

Advertisements in print media

Hoardings ,Posters ,Banners ,Pamphlets , wall paintings,etc

Internet

Radio

Free sampling

Other Promotional activities

Broadcasting /mass advertising

Online advertising and E-commerce

INTERNET

Print media and outdoor Advertising

Street furniture

Early newspaper adds and posters

Ongoing newspaper ads and posters

Public relations and Corporate Philanthropy

Cadbury CSR activities

Cadbury industry awards

Free sample distribution and customer services

Other promotional activities