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Cadbury Marketing Case Study

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Cadbury Marketing Case Study
MARKETING

Choose a product and then critically analyse its market situation and positioning, using relevant marketing concepts. Product Selected: Cadbury Dairy Milk (CDM)

ASSUMPTIONS & LIMITATIONS

ASSUMPTIONS:  While analyzing the market segmentation of CDM assumptions are made for some of the segmentation variables.  Model Market Segments are developed for CDM which are not the exact market segments of CDM.  While preparing the Perceptual map (Price & Quality) users reviews about the chocolates from Mouthshut.com and perceptual map of Indian chocolates from Tutor2u Limited are considered.  In case of CDM’s Marketing Mix, some assumptions are made regarding marketing mix elements.

Note : Wherever the assumptions are taken they are mentioned in the essay.

LIMITATIONS:  The scope of essay is limited to the Indian Market of CDM.  Not much data is available for analyzing the Market Segmentation of CDM.

MARKETING

Page 2

Table of Contents

Page

1)Introduction

4

2)Product Profile

4

3)Market Situation Analysis 3.1)Market Segmentation 3.2)Target Market(s)

4 5 7

4)Positioning Analysis 4.1)Perceptual Mapping 4.2)Marketing Mix

9 10 10

5)Conclusion

12

6)References

13

MARKETING

Page 3

1)Introduction

“Marketing is a significant dimension of any business in today’s highly competitive environment and financial success is often dependent on marketing ability”(Kotler et al,2009) As in this contemporary world business is becoming more complex,awareness of changing business trend and use of marketing concepts to tackle these changes are requisite skills for next generation marketers.Many of the products failed because customers are not aware of them,or they costs too much for their target consumers,or they are wrongly positioned in the markets. Thus,it is required that companies should focus on marketing of their products and utilize marketing concepts like market segmentation,target


References: Amul - The Taste of India (2011) Chocolate, [online] Available at: http://www.amul.com/ [Accessed: 6th December 2011]. Business Standard (2011) KIT: Chocolate market in India, [online] Available at: http://businessstandard.net.in/india/news/kit-chocolate-market-in-india/450378/ [Accessed: 4th December 2011]. Cadbury (2011) Cadbury Dairy Milk, [online] Available at: http://www.cadbury.co.uk/home/Pages/home.aspx [Accessed: 3rd December 2011]. Cadbury India Ltd. (2011) Cadbury Dairy Milk, [online] Available at: http://www.cadburyindia.com/in/en/home/index.aspx [Accessed: 3rd December 2011]. Corporate Battles (2011) Cadbury versus Nestle: The Chocolate Onslaught, [online] Available at: http://www.corporatebattles.com/2011/06/cadbury-versus-nestle-the-chocolate-onslaught/ [Accessed: 5th December 2011]. Guiltion, J. , Gordon, W. and Madden, T. (1997) Marketing Management : Strategies and Programs,6th ed. Boston: McGraw - Hill Companies. Kazemi, F. and Esmaeili, M. (2010) Consumers Brand Choice, The Role of Media on Consumer Brand Choice : A Case Study of Chocolate Industry, 5(9). Kotler, P. , Keller, K. , Brady, M. , Goodman, M. and Hansen, T. (2009) Marketing Management,13th ed. Harlow: Pearson Education Limited. Lancaster, G. and Massingham, L. (2001) Marketing Management,3rd ed. London: McGraw - Hill. Lotte India (2011) Brands, [online] Available at: http://www.lotteindia.com/ [Accessed: 8th December 2011]. McDonald, M. and Dunbar, I. (1998) Market Segmentation : How to do it , How to profit from it,2nd ed. Basingstoke: Macmillan. Mouthshut (2011) Chocolates Reviews, [online] Available at: http://www.mouthshut.com/product/categories.php?cid=925039954 [Accessed: 8th December 2011]. Nestle India (2011) Chocolates & Confectionery, [online] Available at: http://www.nestle.co.in/default.aspx [Accessed: 6th December 2011]. Tutor2u Limited (2011) Brands - Positioning and Market mapping, [online] Available at: http://tutor2u.net/business/marketing/brands_positioning.asp [Accessed: 7th December 2011]. Urban, G. and Star, S. (1991) Advanced marketing strategy: Phenomena, Analysis, and Decisions, International ed. Englewood Cliffs: Prentice Hall. Youth Ki Awaz (2010) Chocobiz: A Booming Opportunity for Entrepreneurs and Aspirants, [online] Available at: http://www.youthkiawaaz.com/2010/06/chocobiz-a-booming-opportunity-forentrepreneurs-and-aspirants/ [Accessed: 5th December 2011]. MARKETING Page 13
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