Marketing Management

Marketing mix for

“Cadbury Dairy Milk”

Rajat Jadiya
Gourav Dasondhi
 CONTENT

1. Introduction

2. STP Analysis

3. Product competitive and Innovative Strategies

4. Distribution and pricing Strategies

5. Promotional Strategies

6. Recommendations

7. Future plans of the company

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 India a nation of chocoholics

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 MONDELEZ IS MARKET LEADER
CADBURY DAIRY MILK IS THE BIGGEST BRAND

Mondelez India Foods continued to lead chocolate confectionery

with a 62-70% market share of retail value sales in 2017-18.
Followed by Nestle (16%), Ferrero, Mars, Amul and others(14%).

Cadbury Dairy Milk (CDM) is considered the "Gold Standard“ for

chocolate industry. The pure taste of CDM defines the chocolate
taste for Indian consumers.

CDM retain approx. 35% of total chocolate market share in India.

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 STP ANALYSIS

Segmentation Targeting Positioning

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 SEGMENTATION

1. DEMOGRAPHIC

INR 2 – 700
Across Generations 2. GEOGRAPHIC
Age 4-40 yrs
Across Gender

Segmentation

Urban & Semi-Urban are

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high Consuming segments
 SEGMENTATION

3. BEHAVIORAL

4. PSYCHOGRAPHIC
Take Home
Gift Packs
Kids Collection Break Time Bitesc

Segmentation Universal presence

across Social Class,
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Lifestyle & Personality
 TARGETING MARKET

Kids
Millennials
All Age Group Premium Targets
All Income Group

Segmentation Targeting
“Mass Targeting, Target Everyone”

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 POSITIONING

“Perfect Expression of Love”

“Kuch Meetha Ho Jaye”
“Pappu Pass Ho Gaya”
“Shubh Arambh”
“Positioning is the act of designing the company‟s offering and image
to occupy a distinctive place in the target market’s minds.” Philip Kotler

Segmentation Targeting Positioning

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 COMPETITORS

COMPETITORS

Nestle

INTRODUCTION

qNESTLE originated in 1905 by the name of Anglo- Swiss MilkCompany.

qIt was founded by Henri Nestle in 1866.
qEstablished in 1867 by brothers George Page and CharlesPage.
qNestle has many branches in foreign countries.
qIt is in United States, United Kingdom, Germany & Spain.

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 INNOVATIVE STRATEGIES
ADVERTISEMENT

Cadbury Dairy Milk (CDM) has been winning customers over with its endearing
ads over the last six decades and has effectively captured the ‘meetha
moments’ space.

Each of its campaigns – from ‘The real taste of Life’, ‘Pappu pass ho gaya’,
‘Miss Palanpur’ to ‘Kuch meetha ho jaye’ and ‘Shubh aarambh’ – have
occupied a special place in the hearts of Indian consumers.

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 INNOVATIVE STRATEGIES
EXPRESSION OF LOVE…

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 INNOVATIVE STRATEGIES
EXPRESSION OF LOVE…

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 INNOVATIVE STRATEGIES
EXPRESSION OF FRIENDSHIP!

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 INNOVATIVE STRATEGIES
EXPRESSION OF FRIENDSHIP!

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 INNOVATIVE STRATEGIES
EMPHASIS ON MILK. “HEALTH BENEFIT”

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 INNOVATIVE STRATEGIES
ADVERTISEMENT

Key Features…

Highly Creative

Flawless Execution

Emotional Connect - India

High Memorability

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 DISTRIBUTION STRATEGY

One of the core strength for CDM has been its strong distribution channel

a combination of “Push and Pull” method to create the demand

Pushes the brand through the multi-channel network of distributors,

wholesalers & retailers. 2,100 distributors and 450,000 retailers.

Create the Consumer Pull with mass-media advertising, television ads.

“Intense Distribution”

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 Intense Distribution
Three Level Distribution Strategy

Super Stockist Margin:

- 2%
- 1% Activity Based

Trade Margin:
- 4.5%
- 0.5% Activity Based

Retail Margin:
- 10% for <INR 20
- 14% for >INR 20

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 PRICING STRATEGY
DENOMINATOR PRICING STRATEGY

38g

13g 18.6g
9.2g

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 PRICING STRATEGY

7 Different Pricing Strategy Used by CADBURY in India

Skimming pricing Cost plus pricing Positioning

pricing
Demand based pricing Competitive pricing
Discount pricing Different pricing

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 PROMOTIONAL STRATEGIES

Consumer Sales Trade Sales Sales Force

Promotions Promotions Promotions

Coupons Rebates Point of Purchase Display Sales Meetings

Promotional Price Advertising Support Prog. Sales Manuals
Free Trial, Sampling Short-Term Allowances
Premiums Sales Incentives
Contests Promotional Products
Demonstrations TradeShows
Personal Appearances

Techniques of Sales promotions

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 TRACKING PROMOTIONS
TRADE SALES PROMOTIONS

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 TRACKING PROMOTIONS
CONSUMER SALES PROMOTIONS

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 TRACKING PROMOTIONS
FREE PRODUCT PROMOTIONS

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 TRACKING PROMOTIONS
ONLINE PROMOTIONS

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 RECOMMENDATION

q Bring out new products for health concious people.

q Continue to promote itself as substitute to mithai.

q Choco-biscuits should be introduced.

q Should use Indian ads and avoid global ads in India.

q Consider attractive display or it owns 'chocolate boutique'.

q Speacial chocolates for occasions should be introduced example champange flavour etc.

q New flavours like strawberry, orange, vanilla, etc should be also introduced.

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 FUTURE PLAN OF THE COMPANY

Vision of Cadbury Dairy Milk

‘’Working together to create brands people love”

A vision statement reveals the ideal image of the organization in the

future. Vision is an important point in corporate strategic plan and is
bound to be on time. It communicates both the value and purpose of
organization. Vision is intended to give directions to employees about
how they should behave and inspires them to give their best. A vision
when shared with customers can help shape a customers understanding
of why they should work with the organization.

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 FUTURE PLAN OF THE COMPANY

Mission

Cadbury Dairy Milk mission statement“Says simply, ‘Cadbury means quality’; this is our
promise. Our reputation is to built upon quality; our commitment to continuous
improvement will ensure that our promise”

Mission statement defines an organizations primary objectives and its key purpose. Its
prime function is internal – to define the key measure or measures of the organization’s
success – and its prime listeners are the leadership team and stockholders. Mission
statements are the starting points of an organization’s strategic planning and goal
setting process. They try to assure and focus the attention on both the external and
internal stakeholders to understand and know what organization is trying to accomplish.

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 FUTURE PLAN OF THE COMPANY

Key Objectives

Cadbury Dairy Milk main aim and objective is to become world best and biggest
confectionery company. The company is really keen to perform better than the
competitors. Cadbury Dairy Milk is among the leading companies of the world.

Objectives are the ends toward which activity is aimed-they are the end results to ward
which activity is aimed.

“Objectives are goals, aims or purposes that organizations wish over varying periods of
time”
-McFarland
“ A managerial objective is the intended goal that prescribes definite scope and suggests
direction to the planning efforts of a manger”
-Terry and Franklin
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 MBA IB 2017-20

Marketing Management

Thank ou!