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
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
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’.
Cadbury India has defined its vision as “Life full of Cadbury and Cadbury full of life”
Segmentation, Targeting and Positioning
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.
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 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.
The average company will compete for customer...