Cadbury Market Segmenataion

Topics: Chocolate, Cadbury plc, Cadbury Dairy Milk Pages: 3 (533 words) Published: June 22, 2013
Market Segmentation for 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. 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 bytes
Beverages:
Bourneville, Cadbury delight
Candy:
Cadbury hall

Targeting a group of customers who share a similar set of needs and wants which segments the consumer markets. There are basically four types of segmentation which are as follows.

Age and life cycle:
Under this type of segmentation the buyers who mostly prefer the Cadbury dairy milk comes under the age group of 4 to 50 years. With their taglines like Shubarambh Kuch meetha ho jaye, Pappu paas ho gaya, etc they have appealed to a wide range of age groups.

Gender:
For purchasing Cadbury dairy milk gender does not matter. It’s for everybody.

Income:
The price of Cadbury dairy milk is reasonable and affordable, so a person does not need to much think before purchasing. They can easily buy it any time when they want to buy. The income of a person does not play an important role in purchasing a chocolate.

Generation:
Cadbury dairy milk will not be much affected by the generation differences. All type of people like to purchase the Cadbury dairy milk when they want to buy it.

Behavioural Segmentation of Cadbury dairy Milk:

Decision roles:
The decision role is played by the children and youngsters. They play an important role in taking the decision of when to buy the Cadbury dairy milk.

Occasion:
For purchasing the Cadbury dairy milk no specific occasion are required. People can easily purchase it on regular basis. But the...
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