ASSIGNMENT ON TARGET MARKET SEGMENTATION

PRODUCT BRAND

Company profile

Cadbury is a British confectionery company owned by Kraft Foods The Kraft foods Inc take over Cadbury in 2010 Is the industry's secondlargest globally after Mars. Headquartered in London, U.K., The company operates in more than 50 countries worldwide. Introduced in 1905, but it came to India in 1948.

Cadbury Dairy Milk is a brand of chocolate bar made by the Cadbury plc unit of Kraft Foods. Sold in several countries around the world. It first went on sale in the U. K. in 1905. Dairy milk alone holds 30% value share of the Indian chocolate market.

List of Cadbury products

MARKET SEGMENTATION
MARKET SEGMENTATION IS THE PROCESS OF GROUPING A MARKET(I.E. CUSTOM AREAS) INTO SMALLER SUBGROUPS. THE PURPOSE OF SEGMENTATION IS TO IDENTIFY AND 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 CLOSE TO 60MN CONSUMERS AND THEY ARE MAINLY LOCATED IN THE URBAN AREAS. HOWEVER, ALMOST ALL OF THIS CONSUMPTION IS IN THE CITIES, AND RURAL INDIA IS NEARLY CHOCOLATE-FREE.

DEMOGRAPHIC SEGMENTATION

AGECHILDREN - 55% ADULTS - 12% YOUNG ADULTS - 33% INCOME LEVEL- IN THE MIDDLE AND HIGHER INCOME GROUP

BEHAVIOURAL SEGMENTATION

The decision role is played by the children and youngsters For purchasing the Cadbury dairy milk no specific occasion are required Two main types of benefits given by Cadbury dairy milk are supply chain and quality. There are mainly the regular users found in the user status of Cadbury dairy milk.

CADBURY DAIRY MILK

SWOT ANALYSYS

CADBURY DAIRY MILK

Strengths of the brand: As Cadbury dairy milk is a established brand which enjoys good customer perception therefore it is the strength of the brand and the dairy milk will get benefit of it.

CADBURY DAIRY MILK

Weakness: The biggest weakness is the size of the group which make it difficult to innovate as the Kraft foods Inc has recently acquired the Cadbury so the group will focus to get the return and little or no focus will be given to the innovation.

CADBURY DAIRY MILK

Opportunities: There are various opportunities for the brand and for the group as the group is one of the leading confectionery producers therefore it can increase its market share by reducing price and as it has sufficient resources which it can use to purchase other producers and increase its market share.

CADBURY DAIRY MILK

Threats: The large size is the biggest threat as if the acquisition does not work that it will affect all the brands including the dairy milk. Confectionery industry is open to competition which is a threat to the brand and for the group.

CADBURY DAIRY MILK

Profile of target customers :

The urban areas Students, young's, adults and young families which will mainly be focused because these people are mostly tend to eat chocolates. Specially produced for the chocolate lovers who like to eat finer chocolates and who love highly milky chocolates

COMPETETORS OF CADBURY DAIRY MILK

Mars Nestle Hershey. etc.

CADBURY DAIRY MILK

Audit of the strategy :
Audit of the strategy The dairy milk brand is marketed using market penetration strategy. As there is huge competition in the industry therefore the brand is marketed at low profit margin in order to win market share and to maximize profit by increasing sales volume

CADBURY DAIRY MILK

Current position of the dairy milk :
Current position of the dairy milk As stated earlier dairy milk is one of the renowned chocolate brands and it is sold globally. The brand enjoys a good reputation in the public and enjoys customer loyalty. It is affordable chocolate that provide somewhat different taste than others which is liked by its customers. Thats why the brand has the presence of over 100 years (since 1905). The brand is one of the most successful brands of the Cadbury (recently Kraft Foods Inc).

CADBURY INDIA