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Marketing Management -1

Presented By:

Anindita ChoudhuryAshwin Agarwal

Diya Mazumder

Souryojit Ghosh

(PGP 2009-11), PRAXIS BUSINESS SCHOOL, KOLKATA

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AGENDA

Overview

Vision and Mission

Positioning and Re-positioning

Strategies Adopted

Tackling competition

Market Research Analysis

Net Take Away

Future Direction

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OVERVIEW

The story of Cadbury Dairy milk started in 1905 at

Bournville, UK.

The journey with chocolate lovers in India began in 1948.

In the year 2010 Cadbury accepted the take over bid

from US food joint Kraft foods ltd.

The various variants of dairy milk are Fruit & Nut, Crackle

and Roast Almond, Wowie, shots, Silk

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VISION AND MISSION

Vision:

Working together to create brands people love

Mission:

Cadbury means quality this is our promise.

Mission statement of the product:

Providing customers with a tempting and exquisite

taste

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POSITIONING AND RE-POSITIONING In the early 90s:

It was portrayed as meant for kids.

In Mid 90s: Real Taste of Life'

Shift the focus from kids to the kids in all of us. It was a perfect

expression of 'spontaneity' and 'shared good feelings'.

In the late 90s: Khanewalon Ko Khane Ka

Bahana Chahiye'The focus shifted towards widening chocolate consumption amongst the

masses

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POSITIONING AND RE-POSITIONING

Recently: Kuch Meetha Ho Jaaye and Papu pass

ho gaya

It is use extensively to express joy in a moment of

achievement or success.

More recently: Aaj pehli tarik hai and Shubharam

To depict auspicious beginnings

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STRATEGY ADOPTED

Advertisement strategy:

TV commercials

Radio promotions

Outdoors

Internet

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STRATEGY ADOPTED

Marketing Strategy:

Early 90s

Campaign: Real Taste of Life

Target: Dairy milk is for enjoyment

Late 90s

Campaign: Khane walon ko khane ka bahana chahiye

Target: widening chocolate consumption amongst the masses

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STRATEGY ADOPTED

Early 2000:

Campaign: Kuch meetha ho jaye.

Target: To associate Cadbury with celebratory

occasion

Campaign: Pappu pass ho gaya.

Target: Encourage students to buy Cadbury Dairy

Milk to celebrate their exam results.

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STRATEGY ADOPTED

Campaign: Miss Palampur

Target: Focusing on the rural market.

Recently:

Campaign: Aaj Paheli tarik hai

Target: To celebrate pay day/salary day.

Campaign: Subharam

Target: To depict the aspicious beigining

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STRATEGY ADOPTED

Distribution Strategy:

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COMPETITORS

Generic competitors:

Sweetmeat

Pastries Ice-creams ,Deserts

Market competitors:

Nestle

Amul

Hershey, etc

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TACKLING COMPETITION

Innovation-The blood of marketing

It believes in performance

It believes in connecting emotionally with target

audience

Attractive packaging to lure customer

Variety which matches the size of the wallet of all

its target audience

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MARKET RESEARCH ANALYSIS

SURVEY FINDINGS

Results Inferences

RESEARCH INSTRUMENT

Questionnaire design Sample size and Data tools

HYPOTHESES DESIGN

List of hypotheses

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Hypothesis 1

Dairy milk is generic to the term chocolates

Hypothesis 2

Dairy milk is a perfect substitute for sweet meat

Hypothesis 3

Amitabh bachan is the face of dairy milk

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SURVEY FINDINGS

Results Inferences

RESEARCH INSTRUMENT


HYPOTHESES DESIGN

List of hypotheses

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Questionnaire :- Questionnaire is formalized set ofquestions for obtaining information from respondents . Itincreases the response rate so we have decided to takequestionnaire as our research instruments

Sample Size : - We have taken a stratified sample of92 respondents

Data Analysis Tools:- Pie Chart

Bar diagrams

Measure of central tendency

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SURVEY FINDINGS

Results Inferences

RESEARCH INSTRUMENT


HYPOTHESES DESIGN

List of hypotheses

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This Bar graphshows that 78% ofthe sample sizeselected Dairy Milkas the chocolate thatcomes to their mindfirst.

Hypothesis 1

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Dairy Milk is the mostpreferred brand ofchocolate amongstother chocolates.

Hypothesis 1

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78% of the consumersagree that they would

prefer havingchocolates oversweetmeats.

Hypothesis 2

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65.2% consumersselected Dairy Milk as

the chocolate theywould consume as asubstitute forsweetmeats.

Hypothesis 2

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The pie-chart depicts 89%people have gifted dairy

milk instead of sweets totheir near and dear ones

Hypothesis 2

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The pie-chart representsthe various celebratoryoccasions on which

people gift dairy milk

Hypothesis 2

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The bar-graphrepresents 37%consumers could

recollect theadvertisement papu

pass ho gaya by

Amitabh Bachan

Hypothesis 3

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The pie-chart depict that96% of the consumerswould buy dairy milk

irrespective of thepresence of AmitabhBachchan as brandambassador

Hypothesis 3

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The pie-charts depictsthat Amitabh Bachan is

associated more withParker Pen then Dairymilk

Hypothesis 3

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42% of the consumersrecollected the ad papu

pass ho gaya which

feature Amitabh Bachan

Hypothesis 3

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95% of the consumers

like dairy milk becauseit taste good

Hypothesis 3

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Using central tendencymode of the age group is47 and median is

21,hence the modal andmedian class lie in theage group 16-25

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Our sample sizecomprise of 63% male

and 37% female

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NET TAKE AWAY

78% of the sample size showed Diary milk is generic to the

term chocolate.

84% of the sample size showed Dairy milk is a perfect

substitute of sweetmeats

96% of the sample size showed that the consumers would

buy Dairy milk irrespective of the presence of Amitabh

Bachchan as brand ambassador

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FUTURE DIRECTION

Broadening

Extending its reach to the newer market

Inclusion of 45000 outlets

Sustained growth

Through aggressive product development

Plans to launch 1 new product every year

Focusing On cost competitiveness

Productivity and innovative utilization of assets

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THANK YOU

52408040 dairymilk ppt

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