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Cadbury PROJECT
Marketing

Cadbury

Cadbury Dairy Milk Chocolate

Submitted By :

Submitted To:

Acknowledgment

First of all I acknowledge the blessing of my Allah in helping me in my efforts; I would like to thank all of other helping hands who were with me to make this this project possible. I am also thankful to my senior friend Waseem Cheema MBA 4th who helps me to complete this project in a good manner and within the time period.

Mr. Shahzad who recently completed his MBA from NUML also help me to understand the pattern of this project. Executive Summary

The project which I choose is on Cadbury Company which made Confe ctionery items and different types of chocolate products.The product which I choose is Cadbury Dairy Milk Chocolate. Cadbury is a Multinational Company and its business is worldwide This project covers the following topics:

The introduction and the history of the company, the customer driven marketing strategies of that company like ( market segmentation, targeting and positioning). The project also covers the Four P’s of marketing (Product, Price, Place and Promotional strategies). It also covers about the Positioning strategy like how company sets its positive position and in the minds of consumers. It also tells about logo, Slogans and about the target market of this product.

Introduction of Company Cadbury

Cadbury is a multinational company and the Cadbury dairy milk is a brand of chocolate which is made by Cadbury. Cadbury made different types of chocolates and other products which is sold in several countries around the world. It first sold its products in United States in 1905.

History
Cadbury’s started as a one man business, opened in 1984 by a Quaker, John Cadbury, which becomes nowadays Cadbury Limited, and now becomes the world’s largest chocolate producers. In 1831 the business had changed into grocery shop and John Cadbury became the manufacturer of the company.

Cadbury Dairy Milk is a worldwide brand of chocolate of United Kingdom Which made its different types of products and promote in different countries like Pakistan, India, Italy, Canada, France almost all countries.

Product Varieties
Cadbury made different types of chocolates and other products like:

Chocolates:
Cadbury dairy milk chocolate, Kit Kat, Five Star, Éclairs, Fruit & Nut, Cadbury lite, Cadbury Crackle etc…

Snacks;
Cadbury byes

Beverages:
Bourneville, Cadbury delight
Candy:
Cadbury hall

Selection of product
From above of these products I select the Cadbury dairy Milk chocolate which is the one of product of Cadbury. In 2003 Cadbury’s made Dairy milk into super brand, bringing a number of different products under the name dairy milk branding for example dairy milk with bubbles.

Production of Cadbury Dairy Milk chocolate

Many of the newer Dairy Milk Varieties are now manufactured in the Republic of Ireland, France and Poland. Dairy milk Chocolate itself is also manufactured in France and these products are sold in the U.K and from U.K to all other countries.

Understand the Market place and Customer Needs
Cadbury dairy milk chocolate understands the new market which is targeted. First it selects the targeted customers like Kids, Youths and then made products according to their needs. Cadbury Dairy Milk Chocolate made by company which offers to specific market, specific customers and also to all type of customers. Marketplace also selected by Cadbury Dairy Milk according to customer needs and requirements.

Designing a Customer Driven Marketing Strategy
Cadbury Dairy Milk Chocolate Design such a strategy which is customer driven. I mean it target those markets which is profitable for the company. It includes production, product, selling and marketing concept.

Production concept;
Cadbury Dairy...
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