dairy milk 3c analysis

Marketing Management – 1

Assignment

A Marketing Project On Cadbury Dairy Milk

Under Guidance of : Dr. Saji K.B. Nair

Submitted By : Group No. 1

Chandragupt Institute Of Management Patna

Acknowledgement

Marketing is a very diverse and vast area is in itself. It would not have been possible without proper guidance and support. We had a golden opportunity to have Dr. Saji. K.B. Nair as a mentor for this project.

Our project on marketing is an output of discussions, meetings, ideas and thoughts. Our respondents and resources available at CIMP proved to be an incomparable source of information.

Our parents and elders were there to support us ethically without which we would have been on square one.

Thanking all,

Group – 1

Abhijit Roy Chowdhury – 50001

Aniketna Kriti – 50003

Anjali Sinha - 50004

Ashish Kumar Bharti – 50005

Ashutosh Kumar Mishra - 50006

Kajal Parmar – 50016

Ravindra Kumar – 50034

PROFILE OF PRODUCT CHOSEN: Cadbury Dairy Milk

Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury; except in the United States where it is made by The Hershey Company. 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.

Cadbury’s chocolate in June 1905, Cadbury made its first Dairy Milk bar, with a higher proportion of milk than previous chocolate bars, and it became the company's best-selling product by 1913.

George Cadbury Junior, responsible for the development of the bar, has said "All sorts of names were suggested: Highland Milk, Jersey and Dairy Maid. But when a customer’s daughter suggested Dairy Milk, the name stuck. “Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon followed by Whole Nut in 1933. By this point, Cadbury's was the brand leader in the United Kingdom. In 1928, Cadbury's introduced the "glass and a half" slogan to accompany the Dairy Milk bar, to advertise the bar's higher milk content.

PROFILE OF COMPANY CHOSEN:

Cadbury is a British confectionery company owned by Mondelēz International Inc. and is the industry's second-largest globally after Mars, Incorporated. With its headquarters in Uxbridge, London, England the company operates in more than 50 countries worldwide.

The company was known as Cadbury Schweppes from 1969–2008 until its demerger, in which its global confectionery business was separated from its US beverage unit (now called "Dr. Pepper Snapple Group).

Cadbury India began its operations in India in 1948 by importing chocolates. It now has manufacturing facilities in Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and sales offices in New Delhi, Mumbai, Kolkata and Chennai. The corporate head office is in Mumbai. Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, Cadbury has worked with the Kerala Agricultural University to undertake cocoa research.

Cadbury was incorporated in India on 19 July 1948. Currently, Cadbury India operates in four categories: chocolate confectionery, milk food drinks, beverage and candy & gum category. Its products include Cadbury Dairy Milk, Bournville, 5-Star, Perk, Gems, Eclairs, Bournvita, Celebrations, Bournville, Cadbury Dairy Milk Shots, Cadbury Dairy Milk Silk, Halls, Tang and Oreo.

It is the market leader in the chocolate confectionery business with a market share of over 70%.The Brand Trust Report, India Study, 2011 published by Trust Research Advisory ranked Cadbury in the top 100 most trusted brands list. Cadbury India will soon launch parent Mondelezs legendary triangular Swiss chocolate brand Toblerone, to take on Italian brand Ferrero Rocher in the premium chocolate market.

Consumer Buying Behavior:

Abbreviations:

S1 : Need Recognition

S2 : Information Search

S3 : Evaluation of alternatives

S4 : Purchase Decision

S5 : Post Purchase Behavior

The following chart is being prepared after conducting survey. We asked people who have bought Samsung microwave oven about the time they took for each stage.

The following chart is being prepared after conducting survey. We asked people who eat chocolates about the time they took for each stage.

stage S1 (in sec)

S2 (in sec) S3 (in sec)

S4 (in sec) S5 (in sec) total time(in

sec)R1 120 5 25 300 25 475

R2 60 10 35 360 30 495

R3 25 10 30 180 30 265

R4 32 15 50 600 120 817

R5 40 10 60 1200 180 1480

R6 180 10 90 900 60 1240

R7 15 5 25 1200 30 1245

R8 200 25 30 1500 120 1875

R9 90 15 30 1200 90 1395

R10 40 60 60 300 120 520

R11 35 5 30 600 60 730

R12 180 15 25 300 240 735

R13 300 90 90 900 100 1480

R14 150 20 15 1800 30 2000

R15 35 30 120 1500 10 1665

R16 40 35 30 2100 10 2215

R17 45 25 25 5400 60 5505

R18 150 20 20 2100 10 2150

R19 25 90 40 300 10 335

R20 30 20 20 2400 120 2570

R21 50 15 30 600 120 815

R22 55 90 60 600 90 805

R23 65 5 30 1200 60 1330

R24 120 50 15 1800 180 2100

R25 120 15 120 600 30 870

R26 90 25 60 300 40 515

R27 240 150 30 3600 30 4020

R28 300 90 120 600 25 1135

R29 30 20 30 600 15 695

R30 60 40 20 1800 20 1880

R31 300 90 120 1200 30 1740

R32 50 15 40 300 30 435

R33 25 10 20 180 20 255

R34 40 20 60 900 120 1140

R35 150 30 10 600 60 850

R36 180 15 30 300 180 705

Total Time (in seconds)

3667 725 1280 39240 2440 47097

Average Time(in seconds)

101.861 33.194 45.694 1120 69.583 1370

RESULTS:

Average time for S1 : 102 secondsAverage time for S2 : 33 secondsAverage time for S3 : 46 secondsAverage time for S4 : 1120 secondsAverage time for S5 : 70 secondstotal average time taken by a customer : 1370 seconds

Inference: From the survey we conducted among 36 respondents we came to a conclusion that a customer spent most of his time in purchase (S4) and need recognition (S1).

We can infer from the result that a customer does not take much time in buying a chocolate and take decisions very quick based on his past experience and taste.

It was very interesting to observe that people took very less time in information search and evaluation of alternatives.

Factors influencing each of the stages of buying behavior:

Stage S1 S2 S3 S4 S5R1 post

lunch/dinner taste change, evening time,

friends amount of cocoa price taste

R2 when gets bored advertisement sugar level availability

taste

R3 when see others eating

friends add on like cashew nuts ,fruits n nuts present or not

availability

taste

R4 post lunch/dinner taste change, evening time,

friends sugar level price price

R5 evening time shopkeeper, friend

amount of cocoa price taste

R6 any time advertisement add on like cashew nuts ,fruits n nuts present or not

price taste


friends presence of wafer or not

availability

taste

R8 when gets bored brother/sister presence of caramel

price price

R9 when gets bored advertisement amount of cocoa price tasteR10 when go out

with friendschocolates present in showcase of shop

Price price taste


advertisement presence of caramel

size taste

R12 on festive occasion, when gets bored

advertisement past taste experience

size price

R13 on happy moments

friends Advertisement price, size

taste

R14 evening time chocolates presence of wafer size taste

present in showcase of shop

or not


shopkeeper, friend

presence of caramel

availability, price, size

taste

R16 any time advertisement sugar level availability, price, size

price


friends dark chocolate price price

R18 when gets bored friends no cocoa, prefers milky bar

price taste

R19 evening time brother/sister presence of caramel

size taste


friends add on like cashew nuts ,fruits n nuts present or not

price taste

R21 on festive occasion

advertisement sugar level price, size

taste

R22 when tensed friends presence of wafer or not

availability, price, size

taste

R23 any time advertisement past taste experience tasteR24 on festive

occasionadvertisement presence of caramel price

R25 when go out with friends

brother/sister presence of caramel

price taste


advertisement amount of cocoa price taste

R27 evening time friends amount of cocoa Availability

taste

R28 after dinner advertisement, friend

Price Availability

price

R29 Evening time advertisement Presence of caramel

price taste

R30 advertisement chocolates present in showcase of shop

sugar level availability

taste

R31 on festive occasion

shopkeeper add on like cashew nuts, fruits n nuts present or not

Availability

taste

R32 On happy moments

brother Dark chocolate size price

R33 When go out with friends

Advertisement/friends

Amount of cocoa availability

taste

R34 when tensed friends presence of caramel

availability

taste

R35 on happy moments

brother/sister dark chocolate price taste

R36 when go out with friends

friends presence of caramel

size taste

Factors and frequency:

S. No.

1 when see others eating 7

2. when gets bored 4

3. evening time 4

4. any time 3

5. on festive occasion 3

6. when go out with friends 3

7. on happy moments 2

8. post lunch/dinner taste change, evening time,

2

9. when tensed 2

10 Advertisement 1

11 on festive occasion, when gets bored 1

12 after dinner 1

13 presence of caramel 8

14 sugar level 5

15 amount of cocoa 5

16 add on like cashew nuts ,fruits n nuts present or not

3

17 dark chocolate 2

18 Price 2

19 past taste experience 2

20 presence of wafer or not 2

21 no cocoa, prefers milky bar 1

22 add on like cashew nuts, fruits n nuts present or not

1

23 Advertisement 1

24 presence of wafer or not 1

Critical factor analysis: There are few interesting things coming out of this survey: 1. People like to have chocolate after having dinner or lunch quite a lot. So we can create advertisement which can attract and arrest such type of customers more and more.2. Cadbury dairy milk has around 55% market share but in our survey there were almost same no. of people who like 5 stars as there were for dairy milk.This can be seen by the no. of people concerned about the presence of caramel in chocolate.3. It can also be seen that many people don’t like dairy milk because it is more sugary, so to bring back such type of customers company can introduce a less sugary dairy milk into the market after detailed survey and analysis.

Various Factors That Influence Each Stage of the Consumer Buying Process:

1. Need Recognition – The buying process starts when the buyer recognizes that there is a need driven by internal or external stimuli. Following were the factors which pushes a person to buy chocolate:

Taste

Watching others

Free time and getting bored

To enjoy with friends while hanging out and have some sweet

To change taste after lunch/dinner

On festive occasion

On some happy moments

2. Information Search – Consumers we surveyed seek information from different sources, such as :

Personal – Family, Friends, Neighbors.

Commercial – Advertising, Packaging, Displays.

Public – Reports, Consumer rating organizations.

Experiential –Using and examining the product

3. Evaluation of Alternatives – It is basically done to satisfy a need and looking for certain benefits from the product solution. These evaluations can be done on certain. The consumer sees whether the product is delivering the benefits sought to satisfy their need. The attributes for lays are as follows :

Quality

Reliability

4. Purchase Decision – Consumers sets their mind to prefer the most known brand. The consumer forms preferences among the brands in the choice set. It can be done on parameters such as:

Brand

Quality

Availability

Price

Size

5. Post Purchase Behavior – After the purchase, the consumer might experience dissonance that begins from noticing and hearing favorable things about other brands which helps them to be alert to information that supports his or her decision. These can be as under :

Satisfaction – If lays meets expectations, the consumer is satisfied.

Dissatisfaction – As the gap between expectations and performance increases, dissatisfaction also increases.

Delighted – If performance exceeds expectations, the consumer is delighted

Roles of Buying Centre:

Initiator

the person himself

Initiator

the person himself

Influencer

Advertisement- 40%, friends- 60%

Influencer

Advertisement- 40%, friends- 60%

User

Family member- 25%, friends- 10%, girlfriend/boyfriend, self

User

Family member- 25%, friends- 10%, girlfriend/boyfriend, self

Buyer

Mother/father-25%, friends- 10%, relatives-10%, self- 55%

Buyer

Mother/father-25%, friends- 10%, relatives-10%, self- 55%

Decider

Self- 70%, parents-30%

Decider

Self- 70%, parents-30%

Buying

Centre

Buying

Centre

Marketing Research process for customer analysis (MDP):-

After doing an initial survey we got to know that people love to buy Dairy milk during festive season or during happiness but it is losing its market share to other chocolates when it comes to day to day consumption of chocolate.

MANAGERIAL DECISION PROBLEM (MDP): How to increase market share of Dairy milk in daily use?

RESEARCH PROBLEM: RP 1. – To assess demand of Dairy milk in daily use RP 2 – How to structure advertisement for daily use of Dairy milk rather then festive occasion

RP3- How to assess different taste combinations suiting customer demand

RP 4- How to penetrate rural market of India

Questionnaire:

NAME:

AGE: SEX:

1. Do you consume chocolates?a. Yes b. No

2. If yes, when do you feel like eating chocolates? a. When feeling boredb. Some particular time of a dayc. On happy momentsd. During festive occasione. When see others eatingf. After watching advertisement

g. Any time

3. What is the price of chocolate bar you usually buy?a. Rs.5b. Rs.10c. Rs.20d. Rs.50e. Rs.80

4 which chocolate you eat generally? (checkboxes) tick mark all options you eat a. Dairy milk b. 5 Star c. Kit-Kat d. Bournville e. Munch f. Bar one g. Nestle 5. How much you get influenced by advertisement of chocolates on TV or Newspaper?

a. Too muchb. Muchc. Normald. Not

6. How you compare between two chocolate?

a. Taste

B. packaging

C. advertisement

D. price

E. size

7. How often do you eat chocolate in a week?

a. 2 times

b. 3 times

c. 5 times

d. 7 times

E. more than 7 times

8. What is the best feature of dairy milk? (Checkboxes)

A. taste

B. more sugary

C. absence of caramel

D. less cocoa

E. absence of wafer

9. If dairy milk is not available in one shop will you go to other shop for dairy milk or will you purchase other chocolate from the same shop?

a. yes

b. no

c. may be

10- Which attribute you find most satisfactory? a. Featuresb. Tastec. Packagingd. Price

Company Analysis

SW Analysis :

Strength Weakness

1. Good distribution network in urban areas

2. High spending on promotion

3. Good R&D

4. High brand value and goodwill

5. High market share

6. Technologically sound

7. Strong ethical value and ethical statement

1. Dependent on cocoa and beverage market

2. Focusing on particular type of advertisement

3. Weak distribution network in rural areas

External Environment Analysis:-

PESTEL Analysis:

Political:

1. Excise duties and tax related laws

2. Government intervention

Economic:

The interest rates can have an effect on Cadbury’s. If the interest rates were high then Cadbury would not want to borrow as much money for expansion. Also if consumers themselves were under pressure due to their loans they would again have less disposable income to buy luxury items.If the minimum wage was brought down, this would mean more money for Cadbury’s but would also result in low sales from the consumers.

Social:

1. People more leaned towards traditional sweets then chocolates

Technological:

Better equipment and technology required in India as compared to other parts of the world.

Environmental Factors :

1. Cocoa production requires very controlled and accurate climatic conditions.

Legal:

More legislation in place to make sure that the work place is safe and workers are protected. An expensive cost to Cadbury’s to implement.

Top 5 points important from the point of view of Cadbury:

I1: climatic condition of cocoa growth

I2: high spending on promotion

I3: focusing on particular theme of advertisement

I4: good R&D

I5: weak distribution network in rural areas

Factors I1 I2 I3 I4 I5

Responses

R1 2 1 4 3 5

R2 1 4 5 2 3

R3 5 4 2 3 1

R4 4 1 2 3 5

R5 1 4 5 3 2

R6 2 4 1 5 3

R7 1 2 3 4 5

TOTAL 16 20 22 23 24

%age(total/35)*100 45.71 57.14 62.85 65.71 68.57

Benchmark: 65% (Rationale)

Hence two factors I4 and I5 comes under the benchmark of 65%

So company should pay more attention to good R&D and weak distribution network in rural areas.

Inferences:- 1- From the SWOT analysis of Cadbury’s Dairy milk, we can draw the conclusion that company’s biggest concern is weak distribution network in rural areas and constant focus on R&D is one of its biggest strengths. Hence, the firm should bring some improvement in critical factors, that we have found from the factor analysis of buying processes namely Cooking time, cost and taste of the food.

2- Company should focus more on its quality testing, to avoid product recalls in future so that the brand image remains intact.

Porter’s Five Forces Analysis:

Competitive rivalry in the industry Threat of substitute product Threat of new entrants Bargaining power of supplier Bargaining power of customer

Perfetti Van Melle

Perfetti Van Melle

Factors Objectives Strategy Strength Weakness Reaction pattern

Competitor

Cadbury’s 4 4 4 3 3

Amul 3 4 3 4 3

Mars 4 4 3 3 3

Nestle 4 5 5 4 4

Perfetti Van Melle

3 4 4 3 3

Cadbury’s

Nestle

Amul

Mars

Cadbury’s

Nestle

Amul

Mars

supplier supplier

Mars

Amul

Mars

Amul

Kohinoor trading corporation

Kohinoor trading corporation

Kohinoor trading corp.

3 2 2 2 2

Inference: On the basis of the analysis of the data so obtained we could figure out that Nestle is the market leader with 80.57 percentage score among all competitors followed by Cadbury itself which can lead to product cannibalization with 79.43% score.Mars, Amul, Perfetti Van Melle are market follwer-1, market follwer-2,and market follower-3 respectively.

RECOMMENDATIONS: After asking and conducting the survey we

came to the conclusion that people prefer Dairy milk more during some special

and happy moments but don’t prefer much on regular basis as compared to some other chocolates.To improve the present scenario and increase the market share of Dairy milk we can take following steps: a. As people claimed Dairy milk to be more sugary we can adjust the sugar level of the product or can launch new Dairy milk which is less sugary to attract such customers

b. As Dairy milk is preferred more during festive occasion because of existing ads we can launch a new set of ads which will trigger people to eat Dairy milk on regular basis instead of going for other chocolate.

c.As many Dairy milk customers (around 40% people) buy other chocolate from the same shop instead of going to other shop for Dairy milk, we can take some measures to prevent this phenomenon like by increasing the size of the chocolate or reducing the price of a chocolate a little bit (if possible) and by strengthening the distribution network.

d. Since Nestle is the biggest competitor of Cadbury so Cadbury should pay more attention on this factor also.

e. it should also pay much attention on its R&D activity to make more such types of products that can suit the taste bud of the people and come up with less sugary Dairy milk .

c.

Marketing Management – 1

Assignment-2

A Marketing Project On Cadbury Dairy Milk

STPD Analysis

Under Guidance of : Dr. Saji K.B. Nair

Submitted By : Group No. 1

STPD Analysis of Cadbury Dairy Milk

Generic Marketing Strategy

The generic marketing strategy includes the following steps: S- MARKET SEGMENTATION

T- TARGET MARKETING

P -POSITIONING

D –DIFFERENTIATION

SEGMEN TA TION

Segmentation refers to the identification of subsets of buyers within a market that share similar needs and demonstrate similar buying behavior. The needs and behavior of buyers vary across the world. Segmentation basically aims at identifying buyers with the same set of needs and buying behavior. The group of buyers thus identified is called as a „segment‟. All segments are different from each other and every segment is homogeneous in nature. An effective segmentation has the following features: It is measurable

Substantial

Accessible

Differentiable

Actionable

Various segmentation variables for B2C markets in Cadbury Dairy Milk are as follows:-

CS1 –City

CS2 - Age

CS3- Gender

CS4-Income

CS5-Lifestyle

CS6-Occasions

CS7-Usage rate

Likert Scale-

1- Not important at all

2- Less important

3- Neutral

4- Important

5- Very important

Variables CS1 CS2 CS3 CS4 CS5 CS6 CS7

Responses

R1 4 3 4 1 4 2 2R2 2 2 3 2 3 3 4R3 3 3 4 2 4 4 3R4 2 3 2 1 3 2 4R5 3 2 5 2 2 3 3R6 3 4 3 2 3 1 2R7 2 2 4 1 3 4 4R8 3 4 3 2 2 3 1R9 2 2 5 3 4 2 5R10 3 4 4 2 1 3 3R11 3 3 3 3 1 4 4R12 3 2 3 3 3 2 2R13 3 1 3 2 1 1 3R14 2 1 5 4 4 3 2R15 1 3 2 1 3 4 3R16 2 4 3 2 2 2 1R17 4 2 5 3 3 4 2R18 2 3 1 1 4 4 3R19 3 2 3 2 2 3 3R20 2 1 2 3 5 1 4R21 3 3 5 2 3 4 2R22 2 3 4 1 5 1 2R23 1 1 2 2 3 2 3R24 2 3 3 3 4 3 2R25 3 2 4 4 2 2 3R26 1 1 2 3 3 1 4R27 2 3 3 1 3 3 4R28 2 1 3 1 2 2 5

R29 3 3 3 2 4 4 3R30 1 3 4 3 4 2 2R31 3 4 2 4 5 3 3R32 2 2 5 2 2 1 2R33 4 3 5 5 3 1 1R34 2 5 2 1 5 2 2R35 2 4 3 3 3 3 3R36 3 1 4 2 3 2 4Total 88 93 121 81 111 91 103%age 48.88889 51.66667 67.22222 45 61.66667 50.55556 57.22222

BENCHMARK: 60%

Based on benchmark we have got two critical variables for the segmentation of the market and they are as follows: -

Gender Life Style

Target:

Market targeting refers to description of the process of identifying groups of consumers who are likely to purchase a specific goods or service. There are several

different approaches to this process, with some of them allowing for broad cultivation of market, while other are focused more on identifying markets that are small but somewhat lucrative. Market segmentation reveals the firm’s market segment opportunities. The firm now has to evaluate the various segments and decide how many and which segments it can serve best. A target market consists of a set of buyers who share common needs or characteristics that the company decides to serve. Target marketing can be carried out at several different levels

Various Target variables for B2C markets in Cadbury Dairy Milk are as follows:- V1- Age V2- GenderV3- educationV4- Occasions

V1 V2 V3 V4

R1 3 5 3 2

R2 4 4 4 3

R3 2 3 2 4

R4 3 4 3 1

R5 3 5 4 5

R6 2 3 3 4

R7 4 3 5 3

R8 3 4 2 2

R9 5 3 5 3

R10 5 4 3 4

R11 3 4 1 2

R12 3 5 3 1

R13 2 5 5 4

R14 3 3 3 5

R15 4 5 4 3

R16 2 3 5 2

R17 2 3 2 4

R18 1 2 3 3

R19 4 3 5 4

R20 5 4 4 2

R21 3 3 2 4

R22 5 5 1 5

R23 3 5 3 3

R24 5 3 4 5

R25 3 4 3 3

R26 2 2 2 1

R27 1 5 4 3

R28 3 4 3 5

R29 4 5 2 3

R30 5 4 4 5

R31 3 3 2 3

R32 2 2 1 2

R33 3 4 3 4

R34 4 3 2 2

R35 1 1 1 4

R36 4 5 3 5

Total 114 133 109 118

%age 63.3333 73.8889 60.5556 65.5556

Benchmark: 60%

Based on the benchmark we should target more on upper middle class female, middle class female and middle class male.

DIFFERENTIATION:

It is one of the marketing strategy through which we can make our product more attractive & distinguishable in a particular target market. In the case of Cadbury Dairy Milk we will differentiate our chosen product on the basis of following four dimensions-

1. Product Dimension

V1-Size

V2-Packaging quality

V3-Ingredient contain

V4- Flavor

V5-Health conscious

Variable

V1 V2 V3 V4 V5Responses

R1 3 2 1 5 4

R2 5 2 1 4 3

R3 1 4 5 3 2

R4 5 3 4 2 1

R5 3 4 2 5 1

R6 3 1 5 4 2

R7 4 5 2 3 1

R8 1 4 3 5 2

R9 3 5 2 4 1

R10 5 4 2 3 1

R11 2 3 1 5 4

R12 1 5 3 4 2

R13 2 3 4 5 1

R14 3 4 5 2 1

R15 1 5 2 3 4

R16 3 2 1 4 5

R17 1 5 3 4 2

R18 3 2 4 5 1

R19 2 3 4 5 1

R20 2 5 1 4 3

R21 1 4 2 3 5

R22 1 2 4 5 3

R23 2 1 3 4 5

R24 2 5 3 4 1

R25 1 3 2 5 4

R26 4 3 1 2 5

R27 2 3 4 5 1

R28 1 2 5 4 3

R29 2 5 3 4 2

R30 2 4 1 3 5

R31 2 5 3 4 1

R32 1 3 2 5 4

R33 3 5 1 4 2

R34 5 4 2 3 1

R35 2 1 3 5 4

R36 2 5 3 4 1

86 126 97 143 89

Percentage 47.78% 70.00% 53.89% 79.44% 49.44%

Benchmark: 75%

Based on the benchmark of 75% the flavor of Cadbury Dairy Milk appears as the critical product dimension. This does indicate that the product’s flavor attract the consumers towards Cadbury Dairy Milk. Flavor of the product makes it stand apart in comparison to its competitors.

2. Service

V1-Ease of availability

V2-Freepies

Variable

V1 V2Responses

R1 5 3

R2 4 3

R3 4 2

R4 5 4

R5 3 4

R6 4 2

R7 5 3

R8 5 4

R9 4 2

R10 5 3

R11 5 1

R12 4 3

R13 5 2

R14 3 2

R15 4 1

R16 5 2

R17 4 5

R18 4 2

R19 5 3

R20 5 1

R21 4 1

R22 3 2

R23 5 3

R24 4 3

R25 5 2

R26 3 5

R27 4 2

R28 3 1

R29 5 2

R30 4 3

R31 3 2

R32 4 3

R33 5 2

R34 4 3

R35 3 1

R36 5 4

Total 152 91

Percentage 84.44% 50.56%

Benchmark: 65%

The benchmark of 65% gives us the service dimension “ease of availability” as the major service dimension.

3. Image :

V1- Company logo

POSITIONING:

V1-Price level

V2- Flavor

V3- Availability

V4- Brand

VariableV1 V2 V3 V4Responses

R1 5 4 3 2R2 3 2 5 4R3 1 3 4 5R4 5 2 3 4R5 2 4 5 1R6 1 2 3 5R7 3 4 2 5R8 1 3 5 4R9 2 3 4 5R10 1 2 3 4R11 1 3 5 4R12 1 2 3 4R13 2 5 4 3R14 3 2 5 4R15 1 3 5 4R16 2 5 4 3R17 2 5 3 4R18 4 5 3 1R19 5 4 3 1R20 2 4 5 3R21 1 3 5 4R22 2 3 4 5R23 1 5 2 4R24 2 4 3 5R25 1 5 3 4R26 3 5 2 4R27 1 3 4 5R28 2 3 5 4R29 2 4 3 5R30 1 5 2 3R31 2 4 5 3R32 1 3 4 5R33 2 5 4 3

R34 1 5 3 4R35 1 4 2 5R36 2 5 4 3Total 72 133 132 136Percentage 40.00% 73.89% 73.33% 75.56%

Benchmark: 73.5%

Critical Variables – Flavor and Brand

After ranking the variables we found two critical attributes of Cadbury Dairy Milk through which company positions itself well, at the customer end. Company may focus on these attributes to increase its market share, where it currently lags and hence is the market challenger.

Positioning Map

High Brand Value Cadbury Dairy Milk

Bad flavor

Good Flavor

Low Brand value

RECOMMENDATIONS:

At the end we came to following conclusions:

The upper middle class, middle class of female and middle class of male are the major customers on Cadbury India

The product’s flavor attracts consumers towards Cadbury dairy milk, so the company must continue with its ingredient contents.

Ease of availability and positioning has a great importance and played a major role for its market share.

dairy milk 3c analysis

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