Cadbury is a leading global company, which was in Birmingham in England when John Cadbury started his family grocery shop with side business of cocoa and chocolate products in around 1824. His two sons, Richard and George, expanded their family business of cocoa and chocolate. Their headquarters are in the UK. Cadbury enjoys a value market share of over 70%.
CADBURY IN INDIA:
In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of existence, it today has five company-owned manufacturing facilities. The corporate office is in Mumbai. CONSUMERS VIEW:
Customers get sentimental and emotionally attached. We can see that it had really affected the minds and psychology of consumers E.g.-when the company advertised its brand by tag lines “Aaj Pehli Tarik Hai”, ” Kuch Meetha Ho Jaye " and “Pappu Paas Ho Gaya”. However, the consumers had stopped purchasing the bars for sometime after the worm controversy. COMPEITIORS:
Main competitors: Nestle, Amul.
Chocolates, Snacks, Beverages, Candies, Gums.
Cadbury Dairy Milk; Cadbury Dairy Milk Wowie
Cadbury Dairy Milk Crackle
Cadbury Dairy Milk Roasted Almond
Cadbury Dairy Milk Fruit and Nut
Cadbury Dairy Milk Shots
Cadbury Dairy Milk Silk.
The purpose of segmentation is to identify and target prime customer groups. Division of consumer market on the basis of: Geographic and Demographic Segmentation.
The targeted customers of Dairy Milk have been changing from time to time and advertisement to advertisement. POSITIONING:
CDM has positioned itself as synonym for the word chocolate. Chocolates were earlier perceived as a product meant for consumption by children. Since the 1990’s, Cadbury has been endeavouring to position itself as a chocolate for the ‘child within each of us’. MARKETING MIX:
High quality cocoa beans are used. 6 major products are manufactured under Cadbury Dairy Milk....