MARKET SEGMENTATION Market Segmentation is the process in marketing of grouping a market i.e customers into smaller subgroups.

These markets are often termed as niche markets or speciality markets.The purpose of segmentation is to identify & target prime customer groups(eg:- the 20% that account for 80% of your sales) so that you get the maximum return from a limited marketing budget. Geographic Segmentation: The market presently has come close to 60mn consumers & they are mainly located in the urban areas.Growth will come mainly through an increase in penetration as income levels improve.However all of these consumptions is in the cities & rural India is chocolate free.But the fact is that three quarters of Indians live in rural areas.Average summer time temperatures reach 43 degrees Celsius in India.Chocolate melts at body temperature of 36 degrees. Demographic Segmentation: Age: Children-55% Adults-12% Young Adults-33% Income level in the middle & higher groups Psychographic Segmentation: The lifestyle of consumers (i.e. their interests and activities) the benefits which consumers look for in a product or on the occasions when the product might be consumed. Behavioral Segmentation: Cadbury with its intense strategy was able to divide its market segment into three: Break segment products which are normally consume as a snatched break and often with tea and coffee, for example Cadburys Perk and snack range. Impulse segment these products are often purchase on impulse, eating these and then. They include product such as Cadburys Dairy Milk.

Khane waalon ko khane ka bahana chahiye

Take home segment this describes product that are normally purchased in supermarkets, taken home consumed at a later stage such as family pack. Gift segment-this describes a product to gift someone.eg:-Celebration.Pyar

ka bandhan

Cadbury launched its Celebration collection which was able to capture customers who like to give chocolates as gifts.Also it kept on launching new packaging which created an interest amongst the users.With its various products it was able to convert its first time & potential users to regular users.

MARKET TARGETING:

The Indian chocolate market is valued at Rs.650 crores( i.e Rs 6.5 billion) a year.The Indian chocolate bazaar is estimated to be in the region of 22000-24000 tonnes per annum and is valued in excess of US$80 million.Indias metros proving to be the big draw clocking penetration in excess of 15%.Next comes the relatively smaller cities/towns where consumption lags at about 8 %.Chocolates are a luxury in the rural segment,which explains the mere 2% penetration in villages.The market presently has close to 60mn cosumers & they are mainly located in the urban areas.

MARKETING MIX
The tools available to a business to gain the reaction it is seeking from its target market in relation to its marketing objectives are generally classified as under:

PRODUCT: The average company will compete for customer by conforming to his expectation consistently. But the winner will surpass them by constantly exceeding his expectation, delivering to his door step additional benefits which he would never have imagined . Cadburys offer such product. The wide variety products offered by the company include: Chocolates & Confectionary Division Biscuits Division Beverages Division

PRODUCT MIX OF CADBURY

CADBURY

beverages

biscuits oreo

bournvita
1.5- star 2.Normal 3.Lil Champs

TANG
1.Orange 2.Lemon

DRINKING CHOCOLATE

Chocolates & confectionary

CANDY
1.Eclairs 2.Eclairs rich

CELEBRATIONS

perk
1.Normal 2.Glucose

5-star
1.Crunchy 2.Fruit & Nut

bubbaloo
1.Cool Mint 2.Strawberry

bournville
1. 2. 3. 4.

Dairy milk
1.Crackle 2.Fruit & Nut 3.Roasted Almond 4.Silk 5.Silk Fruit & Nut 6.Silk roasted almond 7.Normal 8.Wowie 9.Shots

temptation
1. 2. 3. 4.

Hazel Nut Raisin & nut Rich Cocoa Almond

Raisin Apricot Cashew Appeal Rum Raisins Almond Treat

PRICE:
Make no mistake. Second P of marketing is not another name for blindly lowering prices and relying on this strategy alone to increase sales dramatically. The strategy used by Cadburys is for matching the value that customer pays to buy the product with the expectation they have about what the production is worth to them. Cadburys has launched various products which cater to all customer segments. So every customer segment has different price expectation from the product. Therefore maximizing the returns involves identifying right price level for each segment, and then progressively moving through them. The Rs 5 price point accounts for more than half of all chocolate sales.Today Cadbury has 4 products at this price Dairy milk,5 star,Perk & Gems.And not to forget this 5 Rs dairy milk is till the largest selling.This is the potent price in India as the average purchasing power is very lowis what industry analyst have to say. Due to price hike in raw material & labor cost company did not increase the price rather it decreased its weight.Rs 5 gm pack which used to be 13 gm is 10.5 gm now.Also its price are same all over the country.

PROMOTION:
Effective advertising is rarely hectoring or loudly explicit. It often both attracts and generates arm feelings. More often than not, a successful campaign has a stronger element of the unexpected a quality that good advertising shares with much worthwhile literature. The ensuing positioning of Khaane Waalon ko khaane ka Bahana Chhayie made consumption into a joyful, social occasion. In 2004, the `Kuch Meetha Ho Jaaye campaign was launched, seeking to increase CDM consumption by making it synonymous with traditional sweets (Mithai). With Amitabh Bachchan as the face and voice of the brand, the campaign went on to become a huge success. People could relate to the commercials that were aired to promote Cadbury Dairy Milk. How many can forget the `Pappu Pass Ho Gaya commercial? The country cheered on as Pappu fell in love in the Pappu Love Test commercial. Then came`Miss Palampur and the country celebrated the beauty pageant with a difference. The`Kenya commercial that was aired in 2008 celebrated the spirit of cricket and that of true sportsmanship. In 2009, we aired another commercial under the `Kuch Meetha Ho Jaaye platform, called the `Pay Day commercial. In the year 2010, the `Shubh Aarambh campaign was launched, drawing lines from the traditional Indian custom of having something sweet before embarking on something new. With `Shubh Aarambh, Cadbury took the Dairy Milk journey a step further into the hearts of its million lovers. With the current campaign Khaane Ke Baad Meethe Mein Kuch Meetha Ho Jaaye, our aim is to introduce the thought of having a CDM as a post dinner meetha (dessert).

In 2002, Cadbury further strengthened and nurtured the closeness of the brother sister relationship. With Gulzars heartwarming lyrics `Rishtey Pakne Do, `Aankhon Se Chakne Do, the age-old custom of tying aRakhi was followed by gifting a box of Celebrations. Between 2003 and 2006, Celebrations became the perfect addition to the traditional Shagun. With the tagline `Kyunki Sirf Shagun Hi Kaafi Nahin yet one more time, Cadbury made Raksha Bandhan even more special . In 2002, with the tagline `Rishtey Pakne Do the Rich Dry Fruit Collection was introduced in the market that got families together in festive times. Delving beyond families, the 2004 Celebrations commercials starring Amitabh Bachchan cemented the spirit of friendship with the tagline `Aisi Mithaas Jo Dosti Banaye Khaas. In 2006, another Amitabh Bachchan starrer with the tagline `Ek Aisi Mithaas, Jo Dosti Ko Banaye Aur Bhi Khaas celebrated the warmth of re-unions and friendships that went beyond time. In 2009, Celebrations took the brand thought deeper into the meaning ofDiwali; it was now a symbol of new friendship, spreading happiness, and taking a moment to thank all those who remain unappreciated for most part of the year. Tapping into the festive mood of togetherness,Celebrations started asking people `Iss Diwali Aap Kisse Khush Karenge? The creative route taken was You don't buy a Bournville you earn it which aptly describes it as a chocolate meant for consumers with a mature palate. Tayyari jeet ki! (preparing to win) Todays world is an increasingly competitive place for children. They arent just expected to do better, but also do more. Keeping this in mind, Cadbury launched the new Bournvita in 2010 and launched a new campaign Tayyari jeet ki! (preparing to win) Enter Bubbaloos cool new Decision Gum. A unique variant of Bubbaloos Cool Mint flavour, the Decision Gum colors your tongue red or green. In a moment of indecision, pop in the Decision Gum and take the decision into your own hands- if it is a green, its a yes and a red tongue means a no go.

AWARDS IN INDIA: Cadbury won a Silver trophy in the Best Insights & Strategic Thinking category and a Bronze trophy in the Best in Creative Ideas and Execution category for the Cadbury Celebrations Mithaas Diwali campaign.
Cadbury won the Gold medallion for the Cadbury Dairy Milks Shubh Aarambh campaign, in the Strategic Thinking and Insights Category.

8 Creative Abby awards between Cadbury Dairy Milk Shubh Aarambh & Celebrations Diwali campaign. Grand Prix for Cadbury Dairy Milk Shubh Aarambh.

Cadbury India was ranked 3rd in the Most Respected Companies in the FMCG sector survey conducted by Business World magazine. Bournvita won the 'Reader's Digest Trusted Brands' Gold Award for the vitamin health supplement category in Indian in 2006. The merit was based on 7000 responses from questionnaires and telephone interviews across Asia.