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    Aditya Kumar (17002) PDF

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    Cadbury Dairy Milk is a popular chocolate brand owned by Mondelez International. It segments its customers based on demographics and behaviors and targets people of all ages. Cadbury positions itself as a symbol of good times meant for special moments and uses promotions like television commercials and social media to connect with customers and reinforce this positioning.

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    Aditya Kumar (17002) PDF

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    Cadbury Dairy Milk is a popular chocolate brand owned by Mondelez International. It segments its customers based on demographics and behaviors and targets people of all ages. Cadbury positions itself as a symbol of good times meant for special moments and uses promotions like television commercials and social media to connect with customers and reinforce this positioning.

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    Aditya Kumar(17002).pdf

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    Cadbury Dairy Milk is a popular chocolate brand owned by Mondelez International. It segments its customers based on demographics and behaviors and targets people of all ages. Cadbury positions itself as a symbol of good times meant for special moments and uses promotions like television commercials and social media to connect with customers and reinforce this positioning.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    232 views3 pages

    Aditya Kumar (17002) PDF

    Uploaded by

    aditya kumar
    Cadbury Dairy Milk is a popular chocolate brand owned by Mondelez International. It segments its customers based on demographics and behaviors and targets people of all ages. Cadbury positions itself as a symbol of good times meant for special moments and uses promotions like television commercials and social media to connect with customers and reinforce this positioning.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 3

    IMC PLAN FOR CADBURY DAIRY MILK

    -Aditya Kumar (17002)

    Company profile
    Cadbury, formerly Cadbury's and Cadbury Schweppes, is a British multinational confectionery
    company wholly owned by Mondelez International (originally Kraft Foods) since 2010. It is the second-
    largest confectionery brand in the world after Mars By 1914, the chocolate was the company's best-
    selling product.

    Segmentation, targeting, positioning in the Marketing strategy of Cadbury


    The segmentation of Cadbury products is based on mix of demographics, behavioral
    & psychographic factors; like on the basis of Income & occasions. You will find people of all age groups
    and demography enjoying Cadbury products. Cadbury’s product offerings are mostly based on the
    production capacity, pricing of the various packs, packaging designs, and storage facilities at the outlets,
    occasional & situational demands, celebrity endorsements and many other factors.

    Although Cadbury has targeted people from all age groups but it 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 & Cadbury SILK is targeted to the people who
    can’t resist chocolates. It has positioned itself as a symbol of good times & a spontaneous brand that is
    carefree, meant for special as well as real moments in life.

    Competitive advantage in the Marketing strategy of Cadbury


    Distribution and brand equity are two major competitive advantage for Cadbury. Cadbury is making its
    product available from pops & moms store to high end departmental stores, which is only possible due to
    its extensive distribution channel creating competitive edge over others.

    The main competitive advantage of Cadbury comes from its ability to market its products through altering
    the theme & functionality of the products on continuous basis. Also smartly designing its promotion &
    communications to handle the controversies & educate customers more about the confectionaries had
    helped the company to spread positive word of mouth resulting from negative marketing.
    CAMPAIGN TARGET POSITIONING PROMO
    OBJECTIVE/REPOSITIONING MECHANISM
    METHOD
    REAL TASTE OF YOUNG THE AD CONNECTED WITH YOUNG
    GENERATION AND GENERATION TO SHARE THEIR TV, Prints
    LIFE
    ALSO AIMED AT MOMENTS OF JOY WITH DAIRYMILK
    BREAKING CHOCOLATES.
    GENERATION
    BARRIER
    KHANEWALE THIS CAMPAIGN DO A SHOWCASING OF COLLECTIVE
    BUILT SOCIAL AND SHARED MOMENTS. TV
    KO KHANE KI
    ACCEPTANCE FOR
    BAHANA CHOCOLATE
    CHAHIYE CONSUMPTION
    AMONGST ADULTS
    PAPPU PASS TARGET WAS TO EXPRESS JOY IN A MOMENT OF
    MAINLY ACHIEVEMENT / SUCCESS. TV
    HO GAYA
    STUDENTS, WHO
    ARE STUDYING IN
    SCHOOLS AND
    COLLEGES
    KUCH MEETHA TARGET WAS ALL THEY USED THIS TAGLINE TO DEPICT
    TYPES OF THAT CHOCKLATE CAN BE TV, Social
    HO JAAYE
    CONSUMERS CONSUMED IN ANY MOOD AND Media,
    ACTS AS A VERY GOOD MOOD Hoarding’s
    LIFTER.
    KHANE KE TARGET WAS ALL TO POTRAY CADBURY AS A
    JOINT FAMILIES ALTERNATIVE OF SWEET IN PLACE TV, Paper,
    BAAD MEETHE
    AND ALL SORTS OF OF TRADITIONAL SWEETS, WHICH Social Media
    MEIN KUCH CUSTOMERS CAN BE CONSUMED AFTER ANY
    MEETHA HO MEAL AND RELIEVE THE JOY OS
    JAYE SHARING AND HAPPINESS

    SHUBH TO START OS A MAIN AIM WAS TO POTRAY


    NEW FRINDSHIP CADBURY AS A CHOCKLATE THAT TV, Paper
    AARAMBH
    OR A BONDING CAN BE CONSUMED BEFORE THE
    WITH ANYONE BEGINNING OF ANY AUSPICIOUS
    WORK
    SUGGESTION

    CAMPAIGN TARGET POSITIONING PROMO


    OBJECTIVE/REPOSITIONING MECHANISM
    METHOD
    JINDGI KA YOUNG THE AD CONNECTED WITH YOUNG
    GENERATION AND GENERATION TO SHARE THEIR TV, Prints
    ASAL MAZA ALSO AIMED AT MOMENTS OF JOY WITH DAIRYMILK
    TO MITHE ME BREAKING CHOCOLATES.
    HY GENERATION
    BARRIER
    GAIN GYM PEOPLE DO A SHOWCASING OF COLLECTIVE
    AND SHARED MOMENTS. TV, Print media
    CALORIES
    INSTANTLY

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