strategic analysis of cadbury's marketing
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Cadbury
Marketing Report
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India
Mondelez International
Name
Founded
Founders*
Headquarters
Industry
Managing Director
Products
Employees
Company Profile
: Cadbury
: 19 July 1948
: John Cadbury & Benjamin
: Mumbai
: Confectionary
: Anand Kripalu
: DairyMilk, Perk, Gems, etc
: 2000
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*Founders of Cadbury India’s parent company
Started operations by importing chocolates.
Production in Thane, Pune, Gwalior, Hyderabad, Bangalore and Baddi.
Sales offices in New Delhi, Mumbai, Kolkata and Chennai.
70% market share of chocolate confectionery business
Cadbury India, on 21 April 2014, changed its name to Mondelez India Foods Limited.
Company Profile
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Key Brands
Dairy Milk Bournville Fruit &
Nut Picnic Perk Gems Tobleron
Eclairs
Nutties
Temptation
Ovaltine
Drinking
Bournita
Oreo
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4
Product Line
4
Product Length
16
Product Depth
9
Product Mix
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Bars 5 Star
Bournville
Dairy Milk
Perk
Temptation
Product Mix
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Product Mix
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Bags &
Boxes
Celebrations
Celebrations
Rich
Dry Fruit
Dairy
Milk
Éclairs Dairy Milk Shots
Éclairs Rich
Brownie
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Product Mix
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Beverages
Bournvita
Bournvita 5 Star Magic
Bournvita l'il
Champs
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Product Mix
9
Biscuits
Oreo
Oreo Choco Crème
Oreo Strawberry
Crème
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Cadbury Dairy Milk
Dairy milk shots
8gm, Rs 2
Dairy milk
12gm, Rs 5
Dairy milk
23gm, Rs 10
Dairy milk
40gm, Rs 20 Roasted Almond 42gm, Rs 30
Crackle
42gm, Rs 30
Fruit and nut
44gm, Rs 30
Home pack
96 gm, Rs 50
Dairy milk Silk
80gm, Rs 60
Product Depth
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Segmentation
Break Segment
products which are normally consume as a snatched break and often with tea and coffee, for example Cadbury’s Perk and snack range.
Impulse segment
these products are often purchase on impulse, eating these and then. They include product such as Cadbury’s Dairy Milk.
Take home segment
this describes product that are normally purchased in supermarkets, taken home consumed at a later stage.
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Targeting
Cadbury India has distinguished its product offerings to specific class of consumer groups.
For example, Cadbury Temptations and Bourneville are meant for higher end consumer groups who are willing to pay more for the dark chocolates.
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Positioning
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The punch by the company for advertising this product life. ‘Real taste of Life’, itself defines the positioning of the product. The chocolate is meant for all age groups. It symbolizes fun, enjoyment, good items. It has goodness of milk, taste and appetite appeal
The prospective customers of Cadbury have changed from kids to adults-including every family member to celebrate any occasion with Cadbury chocolates.
Cadbury ,with its effective marketing and an accurate STP strategy has ruled over consumer's taste buds and as for the company, it was always
A Sweet Success Story that continues.
Conclusion
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