logging in or signing up Cadbury Dairy Milk nitin_jaiswal Download Post to : URL : Related Presentations : Let's Connect Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Copy embed code: Embed: Flash iPad Dynamic Copy Does not support media & animations Automatically changes to Flash or non-Flash embed WordPress Embed Customize Embed URL: Copy Thumbnail: Copy The presentation is successfully added In Your Favorites. Views: 5409 Category: Education License: All Rights Reserved Like it (0) Dislike it (0) Added: March 10, 2012 This Presentation is Public Favorites: 1 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript MARKETING MANAGEMENT: MARKETING MANAGEMENTPowerPoint Presentation: For over 3000 years, Chocolate…like gold, has had a universal appealPowerPoint Presentation: IS CHOCOLATE HEALTHY? YESPowerPoint Presentation: Founder: JOHN CADBURY LOCATION: Birmingham, UK. YEAR: 1824 OPERATE IN OVER 60 COUNTRIES WORLD'S LARGEST CONFECTIONERY COMPANY WORLDWIDE, CADBURY HAS 60,000 EMPLOYEES Company’s ProfileVision & Mission: Vision & Mission Vision Cadbury’s mission statement Mission Statement 0f the productPowerPoint Presentation: CHOCOLATE BAR MADE BY CADBURY. BORN IN YEAR 1905. BOURNVILLE, U.K CAME TO INDIA AT 1948 30% VALUE SHARE OF THE INDIAN CHOCOLATE MARKET.PowerPoint Presentation: PRODUCTPopular Brands in INDIA: Popular Brands in INDIA Chocolates Snacks Beverages CANDy’s GUMSPowerPoint Presentation: VARIANTSPowerPoint Presentation: PRICEPowerPoint Presentation: WEIGHT (gm) PRICE 10.5 5 22 10 40 20 CRACKLE 25 95 50 80 FRUIT & NUT 55 165 90 PRICE MENTIONED ABOVE ARE SAME ALL OVER INDIA. COMPETETIVE PRICING. DUE TO PRICE HIKE IN RAW MATERIAL AND LABOUR COST COMPANY HAD NOT INCREASED THE COST OF PRODUCT BUT REDUCED THE WEIGHT OF PRODUCT. EG. 5 RS PACK WAS OF 13gm BUT NOW IT IS 10.5gmPowerPoint Presentation: PLACEBusiness Operations: Business Operations Five company-owned manufacturing facilities: Thane Induri (Pune) Malanpur (Gwalior) Bangalore Baddi (Himachal Pradesh) 4 sales offices: New Delhi Mumbai Kolkota Chennai Corporate/Head office: Mumbai THESE FACTORIES CHURN OUT CLOSE TO 8,000 TONNES OF CHOCOLATE ANNUALLYPowerPoint Presentation: WHOLESELLER RETAILER DISTRIBUTION CDM ARE SOLD DIRECTLY TO WHOLESELLER AND RETAILERS. CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES 2100 DISTRIBUTORS AND 450,000 RETAILERS.PowerPoint Presentation: PROMOTIONPowerPoint Presentation: Strong brands are very important in the chocolate confectionery market. Almost 80% of chocolate purchases are made on impulse. The media mix for the campaign comprises TV, outdoor, Internet and radio. Use of emotional appeals in advertising. Concentrated more on TV. Advertisement.PowerPoint Presentation: The ‘Real Taste of Life’ with the girl dancing on the cricket field The message: ‘Dairy Milk is for enjoyment’ A FEW ADVERTISEMENTSPowerPoint Presentation: During late 90’s Campaign: ‘ Khanewalon ko khane ka bahana chahiye ’. Target: widening chocolate consumption among the massesPowerPoint Presentation: More recently Campaign: ‘ kuch metha ho jaye ’. Target: to associate Cadbury with celebratory occasion.PowerPoint Presentation: Campaign: ‘ pappu pass ho gaya ’. Target: encourage those who have pass the exams to celebrate with Dairy Milk.PowerPoint Presentation: Campaign: ‘Miss Palampur ’ Target: Focusing on the adults. Campaign: ‘AAJ PAHLI TARIK HAI’ Target: To celebrate pay day / salary dayPowerPoint Presentation: PACKAGINGPowerPoint Presentation: 1905 1930s 1960s 1970s PACKAGING STYLESPowerPoint Presentation: PRESENT Pearlfisher is the design agency responsible for the execution of the pack's new look.PowerPoint Presentation: S T P SEGMENTATION TARGET MARKET POSITIONINGPowerPoint Presentation: geographic SEGMENT IMPULSE SEGMENT For eating then and there. “ Khaane walo ko khane ka bahana chahiye ” GIFT SEGMENT Purchased to gift some one. segmentationPowerPoint Presentation: The prospective customers of Cadbury Dairy Milk have changed have changed from kids to adults-including every family member to celebrate any occasion with Dairy Milk. TARGETINGPowerPoint Presentation: For kids across India, the word ‘Cadbury’ is synonymous with chocolates. CDM positioned as ‘The perfect expression of love’ “ Mazza aa gaya ” spontaneous, carefree, special, real moments. " Kuch Meetha ho jaye “ The brand want itself to be synonymous with Sweet. PositioningPowerPoint Presentation: PRODUCTION LIFE CYCLEPowerPoint Presentation: INTRODUCTION STAGE Promotional expenditures are at their highest ratio to sales Decision has to be taken on being a pioneer or not Pioneer advantage Brand Recall The brand establishes the attributes the product class should possess Producer advantagePowerPoint Presentation: GROWTH IMPROVES QUALITY AND ADDS NEW PRODUCT FEATURE ADDS NEW MODELS AND FLANKER PRODUCTS ENTERS NEW MARKET SEGMENTS SHIFTS FROM PRODUCT AWARENESS ADVERTISING TO PRODUCT PREFERENCE ADVERTISING LOWER PRICESPowerPoint Presentation: MATURITY GROWTH MATURITY STABLE MATURITY DECAYING MATURITYPowerPoint Presentation: COMPETITORSPowerPoint Presentation: THANK YOU You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.