market segmentation of the brand cadbury
DESCRIPTION
Its a marketing ppt ragarding segmenting of the brand CadburyTRANSCRIPT
Choc
olat
e bea
ns
Presented By: Tonmoy BoraUniversal Business School
MARKET SEGMENTATION
GEOGRAPHICRegionCountriesClimate
DEMOGRAPHICAgeGenderFamily Life cycleIncome
PSYCHOLOGICAL Attitude Toward The ProductLife Style
BEHAVIORALOccasionsBenefitsUsage rate
MARKET SEGMENTATION
Demographic
`Age & Life
Cycle• Buyers come
under the age group from 2 to 50
Gender
• Cadbury is meant for male as well as female
Income
• It is very reasonable and affordable
Behavioral • Dairy Milk has changed the scenario
of having chocolates from having it casually to occasionally
Occasions
• People now give Dairy Milk as gifts on many occasions .Gifts
• There are mainly the regular users found in the user status of Cadbury Dairy Milk.
User Status
TARGETING
The prospective customers of Cadbury Dairy Milk have changed have changed from kids to adults-including every family member to celebrate any occasion with Dairy Milk.
High Income
Low Income
IndulgenceSnacks
CadburyCelebration
FerreroRocher
POSITIONING
NestleAlpino
CadburyBournvile
NestleMunch
Cadbury Perk
Cadbury5 Star
NestleKit-kat
PRODUCT CONCEPT
BRAND EXPLORATORYCustomer Knowledge
Cadbury has been trying to get out of image of "Just another chocolate”. They also have tried to position themselves as for all
and not only for kids. They are successful in doing so and now customers believe that Dairy Milk is not only a chocolate but
means of celebrations on all occasions
CADBURY DAIRY MILKMENTAL MAP
Dairy Milk
People
Performance
Image
From age 10 to 50
TastyHealthy
Consistent Quality
OccasionsCasuallySuccess
People Performance Image
SOURCES OF BRAND EQUITY OF CADBURY
BrandImage
Consumer’s
Taste and
Preferenc
eBrand
Awareness
EmotionalConnect
VARIANTS
BRAND STRATEGY
BRAND EXTENSION
LINE EXTENSION
POP POD•Good quality product • Chocolate manufacturing legacy • Variants such as dark chocolate, fruit and nut etc. • Constant innovation in marketing campaigns
•Goodwill• Emotional connect with Indian consumers •Generic name in the Indian chocolate segment • Campaigns are directed at kids as much as at adults • Excellent distribution system, in India specifically • 3 layer packaging
POP’s & POD’s
PACKAGING