This website uses cookies to ensure you have the best experience. Learn more

Assignement 1 Essay

2346 words - 10 pages

Cadbury India
Marketing Strategies & Analysis










Table of Contents

1. About Cadbury India
2. Mission and Vision statements of Cadbury
3. Marketing Strategy
* Segmentation, Targeting and Positioning
* Marketing Mix
4. Growth strategy and market expansion
5. Communication Strategy
6. Marketing Channels
7. Competitor’s Analysis
8. Marketing Environment Analysis
9. SWOT Analysis
10. References


About Cadbury India
Cadbury India Ltd. is a part of the Mondelez International group of companies and is in the business of creating a delicious world - producing delectable chocolate confectionaries, gum ...view middle of the document...

Mission and Vision Statements of Cadbury India

* Mission:
Cadbury’s mission statement says simply: ‘Cadbury means quality’; this is our promise. Our reputation is built upon quality; our commitment to continuous improvement will ensure that our promise is delivered’.

* Vision:
Cadbury India has defined its vision as “Life full of Cadbury and Cadbury full of life”

Marketing Strategy
Segmentation, Targeting and Positioning
Segmentation
One notable form of customer segmentation that Cadbury utilizes is behavioural segmentation, which is based on actual customer decision-making processes towards Cadbury’s products. Once dividing these customers by that base, they target them by providing specific product offerings. The relevant segments are the following: The Break Segment, Impulse Segment and Take-home Segment.
* Break Segment
This segment describes products which are normally consumed as a snatched break and often with tea or coffee. This would make up a part of a meal and usually will be used a form of dessert substitution. Some examples of products that cater to this would be the Dairy Milk range.
* Impulse Segment
These products are most often purchased on impulse while consumers are walking buy or shopping for other household goods. They are strategically placed at eye-level or near the checkout counter so that consumers can make an unplanned purchase. Promotions are also often used to encourage consumers to purchase the chocolates. Both the Cadbury dairy milk block-size and bite-size could be purchased on impulse, depending on its packaging and its presentation.
* Take-home Segment
This describes products that are normally purchased in supermarkets, taken home and consumed at a later stage due to its sheer quantity. Part of this segment is called the gift segment, where the consumers will take home a box of chocolates in the form of a gift for someone else. An example of this would be Cadbury’s large Dairy Milk blocks or the Cadbury Celebrations box.

Targeting
Unless markets are targeted with the product offerings, very few will buy the product. Therefore, 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. More recently, Cadbury has introduced SILK as a product offering and targets anyone who can’t resist chocolate. Cadbury SILK is only another product item in the CDM product line.
Positioning
Positioning is defined as the way by which the marketers attempt to create a distinct impression in the customer's mind. For kids, the word Cadbury’s is synonymous with chocolates; and the company’s many taglines resonate with the emotions of the people across segments. E.g.: “Kuch meetha ho jaye”, “the perfect expression of love”, etc.

Marketing Mix
PRODUCT
The average company will compete for customer...

Other Papers Like Assignement 1

European Business Essay

1296 words - 6 pages EUROPEAN BUSINESS ASSIGNEMENT 1st SUBJECT Article 1) McGowan, F., Can the European Union’s Market Liberalism Ensure Energy Security in a Time of ‘Economic Nationalism’, Journal of Contemporary European Research, 2008, Volume 4 Issue 2, pp 90-106 Questions: What is meant by market liberalization? (20 marks) For what reasons has energy been an integral part of EU policy since the beginning of post-war European integration

La Carte Didentite De La Terre

1411 words - 6 pages ASSIGNEMENT 5 financial perspective of pepsico and coca cola business 508: THE BUSINESS ENTERPRISE strayer university by 12/05/10 Coke and Pepsi are the two major soft drink companies in the whole world; both companies have an international footprint. However, they also face substantial competition, as the market for non-alcoholic drinks is highly fragmented. In order to understand the investment characteristics of these

Bible 104

1157 words - 5 pages Comparison Paragraph Prewriting Template Step 1: Comparison Paragraph Planning and Outline Directions: Complete all of the elements of the planning; otherwise, the content of your piece will not be accurate. Topics: Over the years, many colleges have offered residential and online degree programs Plan: To contrast the difference between online and residnetal learning method well engaging the different method online and residnetal

Robin Hood

3729 words - 15 pages Caso 1 - Robin Hood Grupo nº 4 José Funenga - 53883 Ivan Ramalhadeiro - 55697 Ana Raquel Bairrão - 63632 Gestão Estratégica e Comercial 2º Semestre 2011/2012 Índice Páginas 0. Sumário Executivo ........................................................................................................................ 03 0.1 Índice de figuras

Business Environment

4008 words - 17 pages the behaviour of a selected organisation pg.13 4.1 Discuss the significance of international trade to UK business organisations pg.14 4.2 Analyse the impact of global factors on UK business organisations pg.15 4.3 Evaluate the impact of policies of the European Union on UK business organisations pg.15, 16 INTRODUCTION IN THIS ASSIGNEMENT I WILL INDENTIFY AND DISCUSS THE TYPES OF ORGANISATION, I WILL EXPLAIN THE

Human Resource Management

3517 words - 15 pages ASSIGNEMENT TASK/ DESCRIPTION Scenario: Suppose you are the HR consultant for this company. Company is considering the idea of establishing an HR Department to manage its employees efficiently and effectively while at the same attain maximum employee satisfaction and loyalty. You are asked to collect material on Task 1 Explain in your own words the historical development of personnel and human resource management; also differentiate between

Freedom And Responsibility

2141 words - 9 pages very next day, tables were placed in front of the Administration building. On October 1, Jack Weinberg, who was running the CORE (Congress on Racial Equality) table, was arrested by campus police after he refused to state his name and hand over his student card. As they brought a car to the plaza to take the limp Jack Weinberg, the students spontaneously surrounded the cop car and deflated the tires to keep the car from leaving campus. For 32 hours

Hate Crime Laws

2348 words - 10 pages facial bones broke and he fell backward onto the pavement, cracking his skull and dislocating his brain from the brain stem. Kennedy was taken off life support later that day. Moller was initially charged with his death, but the charges were reduced to manslaughter without the hate crime attachment, and he was sentenced to only 5 years. With good behavior and other benefits, Moller served a little over 1 year for the death of Sean Kennedy (Algren

Rational Emotional Behavior Therapy Case Study Conceptualization And Treatment Plan

2140 words - 9 pages -Behavior Therapy, 26(2), 63-88. Ellis, A. (2000). Can rational emotive behavior therapy (REBT) be effectively used with people who have devout beliefs in God and religion. Professional Psychology: Research and Practice, 31 (1), 29-33. Jones, S.L., & Butman, R.E. (1991). Modern psychotherapies: A comprehensive Christian appraisal. Downers Grove, IL: InterVarsity Press. Lega, L.I., & Ellis, A. (2001). Rational emotional behavior therapy (REBT) in

Holidays In Albania

1636 words - 7 pages Have you ever thought about having exciting and incredibly cheap vacations? Albania might be the right choice. According to My Travel Guide, Albania is ranked the fourth among ten places worth visiting in Eastern Europe (“Top 10 Eastern European Destinations”). One can encounter three kinds of vacations in this Mediterranean country: winter, summer, and cultural. The ideal places to spend your winter vacations are the Albanian Alps. They are

A Heart Of Darkness

1748 words - 7 pages In this short story, there are frequent significant subject and ideas that make the story, "A Heart of Darkness," by Joseph Conrad, and haunting novel. The main theme is absolute white power over the natives. The theme validates the corruption, and the dependence caused by the white people as they took over the Congo. White men were giving all the power; they had no self-control, and in the end they did not use wisely. The white men became

Related Essays

Assignement 1 Essay

1052 words - 5 pages Business Correspondence Tutorial Task 1: Look at the examples below. Which is more appropriate – (a) or (b)? Why? Example 1: |(a) With effect from 14 July, I suggest that your goods be delivered at 7.00 am instead of the usual 6.30 am. I seek your cooperation | |in this respect

Hrm 532 Assignement #1 Essay

1303 words - 6 pages theories have been posited to explain the leadership function and to describe the traits of successful leaders. For example, John P. Kotter, author of The Leadership Factor, identified six traits considered necessary for managers in large organizations to be effective leaders: (1) motivation, (2) personal values, (3) ability, (4) reputation and track record, (5) relationships in the firm and industry, and (6) industry and organizational knowledge

Accounting Week 1 Assignement Essay

541 words - 3 pages Exercise 1-6A A. $1,000 cash + $9,000 land = $4,000 + $6,000 B. 40% creditors C. 60% stock holder’s equity D. No. They only have $1,000 in cash. They would have to sell their land in order to do this. Exercise 1-7A A. They are paid to investors. They are not expenses. Assets distributed to stockholders are not used for the purpose of generating revenue. B. $1,000 C. $800, it is all the cash they have at this

Defdsf Essay

750 words - 3 pages t 11 d,ri $: t." BEGE-103 BACHELOR'S DEGREE PROGRAMME (BDP) ASSIGNEMENT July, 2012 and January 2013 Session Communication Skills in English BEGE-103 Elective Course in English ).< $.4$\$ g##ruwex kLffi#"#'tfif Frcptc's \trtrps . Uf{IVERSITY School of Humanities Indira Gandhi National Open University Maidan Garhi, New Delhi-110068 r-cr a E'{,ECTtrV&; C$U Fd.EE N}I fl I{G LTSH {SE{Jts.- 1S J