Cadbury Dairy Milk

Views:
 
Category: Education
     
 

Presentation Description

No description available.

Comments

Presentation Transcript

MARKETING MANAGEMENT: 

MARKETING MANAGEMENT

PowerPoint Presentation: 

For over 3000 years, Chocolate…like gold, has had a universal appeal

PowerPoint Presentation: 

IS CHOCOLATE HEALTHY? YES

PowerPoint 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 Profile

Vision & Mission: 

Vision & Mission Vision Cadbury’s mission statement Mission Statement 0f the product

PowerPoint 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: 

PRODUCT

Popular Brands in INDIA: 

Popular Brands in INDIA Chocolates Snacks Beverages CANDy’s GUMS

PowerPoint Presentation: 

VARIANTS

PowerPoint Presentation: 

PRICE

PowerPoint 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 10.5gm

PowerPoint Presentation: 

PLACE

Business 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 ANNUALLY

PowerPoint 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: 

PROMOTION

PowerPoint 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 ADVERTISEMENTS

PowerPoint Presentation: 

During late 90’s Campaign: ‘ Khanewalon ko khane ka bahana chahiye ’. Target: widening chocolate consumption among the masses

PowerPoint 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 day

PowerPoint Presentation: 

PACKAGING

PowerPoint Presentation: 

1905 1930s 1960s 1970s PACKAGING STYLES

PowerPoint 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 POSITIONING

PowerPoint Presentation: 

geographic SEGMENT IMPULSE SEGMENT For eating then and there. “ Khaane walo ko khane ka bahana chahiye ” GIFT SEGMENT Purchased to gift some one. segmentation

PowerPoint 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. TARGETING

PowerPoint 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. Positioning

PowerPoint Presentation: 

PRODUCTION LIFE CYCLE

PowerPoint 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 advantage

PowerPoint 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 PRICES

PowerPoint Presentation: 

MATURITY GROWTH MATURITY STABLE MATURITY DECAYING MATURITY

PowerPoint Presentation: 

COMPETITORS

PowerPoint Presentation: 

THANK YOU