APPLICATION OF THE

CONCEPT OF PERCEPTION
AREA IN MARKETING
STRATEGIES OF CADBURY
Submitted to : Dr. Jessy john

Submitted by :
TANVI SAXENA
TARUN SHARMA
URVASHI RATHORE

INTRODUCTION
1.CADBURY IS A LEADING GLOBAL
CONFECTIONARY COMPANY WITH A
OUTSTANDING PORTFOLIO OF CHOCOLATE &
CANDY BRANDS.
2.CADBURY SELL THEIR PRODUCTS IN ALMOST
EVERY COUNTRY AROUND THE WORLD.
3.ITS ONE PURPOSE IS TO CAPTURE THE SPIRIT
OF WHAT THEY ARE TRYING TO ACHEIVE AS
A BUSINESS.

Cadbury India
In

1948, Cadbury India began its operations in

India by importing chocolates. On 19 July
1948, Cadbury was incorporated in India.

It

now has manufacturing facilities

inThane,Pune,Gwalior,Hyderabad,Banglore,
& sales offices in New Delhi,Mumbai,Kolkata,
& Chennai.The main head office is in Mumbai.
On 21 April 2014, Cadbury India changed its
name to Mondelez India Foods Limited.

COMPANY ANALYSIS

MISSION
1.INCREASE THE WIDTH OF CHOCOLATE
CONSUMPTION WITH LOW PRICE POINT
PACK.
2.MAINTAIN IMAGE LEADERSHIP THROUGH A
SUPERIOR MARKETING MIX.
3.BE A SIGNIFICANT PLAYER IN THE GIFTING
SEGMENT.

4. TO PROVIDE CHOCOLATE TO ALL TYPE

AND CLASS OF CUSTOMERS.

VISION
1.PROMOTION

OF BRANDS CARRYING MASS

FRANCHISE WITHOUT COMPROMISE ON QUALITY.

2.BETTER

PRODUCT QUALITY AND PACKAGING.

3.EFFICIENT

WORKING CAPITAL MANAGEMENT.

4.INCRESING

RURAL INDIA.

THE MARKET DEPTH INCLUDING

PRODUCTS
1.CHOCOLATES
2.SUGAR

CONFECTIONARY
3.MALTED FOODS
4.COCOA POWDER
5.DRINKING CHOLOCATE &
SMALL EXTRACT

25+ years)

SEGMENTATION
OF
CADBURY

MARKET SEGMENTATION
GEOGRAPHIC

SEGMENT

DEMOGRAPHIC
BEHAVIORAL

SEGMENT

SEGMENT

PSYCHOGRAPHIC

SEGMENT

GEOGRAPHIC

It is to divide the market on the

basis of its :
Location
Region
City
Country
Town

DEMOGRAPHIC
AGE:

5-60
GENDER: Male/Female
FAMILY LIFE CYCLE: Young, Single,
Married, Older
INCOME: As concluded from the
survey that their prices are
economical so everyone can afford it.

PSYCHOGRAPHIC
Attitude towards the product: the attitude
towards their product is positive as people
are very interested in their new product.
Life Style: Those are willing to experiment
with alternate products in place of
conventional food items, as the universe of
chocolate consumption is changing from
occasion led to more casual consumption.

BEHAVIORAL
Occasions:-

targeting special occasions like

New Years Eve, raksha bandhan, diwali festival
etc.

Benefits:

- providing good quality product at

economical prices. Keep the customers fitness
in mind they are providing chocolate coated
with nuts which will have a low calorie count.

Usage

Rate: The user rate is heavy in the

behavioral segmentation of Cadbury dairy milk.

STRATEGIES OF
CADBURY

PRICING
STRATEGY
Cadbury dairy milk applies the
reasonable and affordable policy
to charge the price from its
competitors. Because it is the
vision of Cadbury that Cadbury is
in every pocket. It charges the
fewer price from its competitors
and provides better quality.

PLACE
STRATEGY
The placement strategy of Cadbury dairy
milk is to sell the chocolate at every corner
shop, super stores, bakers shop, petrol
pumps and even medical stores also
included in it. It is the mission of Cadbury to
provide chocolate to all type and class of
customers.

PROMOTION
STRATEGY
The purpose of promotion is to
communicate directly with
potential and actual consumers.
In order to encourage them to
purchase dairy milk chocolate
the Cadbury used different
promotional tactics.

PRODUCT
STRATEGY
The strategy of Cadbury dairy milk is to
continuous improvement in the quality
and features of product. Cadbury make
quality chocolate which have competitive
advantage from the competitors products
and it enhances the goodwill of the
company.

Customer Analysis
CUSTOMERS DECISION MAKING PROCESS

QUESTIONNAIRE
Principles of Marketing followed by Cadbury
Understanding customer needs
Understand and keep ahead of
competitors
Communicate effectively with customers
Organize functions to achieve objectives
Aware of constraints

Common aim and objectives of

Cadbury
Survival
Profit maximization
Growth
Diversification
Sales maximization
Improving the product image

How the production process is

monitored
The quality assurance system that
Cadbury use is total quality
management (TQM). For Cadbury's
TQM is a method of ensuring that their
products are of a high standard of
quality and a method to monitor the
production of products.
To monitor the production process
Cadbury employs supervisors to
inspect the product at each stage of
production.

Customer respond to marketing

Programs
Consumers have till date responded
very well to Cadbury's marketing
campaigns. With every new
campaign, Cadbury's market share
has increased and Cadbury has been
able to capture the audience
targeted. Also brand loyalty has
increased with the promotional
campaigns.

How has Cadbury tried to capture

the
buyers?
For those shopping at malls and
supermarkets Cadbury aimed at as
many as possible using big boxes of
chocolates stored near billing area to
stimulate impulse buying.
They also used the concept of eye
level shelves to a great extent to
capture the attention of consumers

What do customer buy and how

they use it?

Purchase

as a gift - Cadbury Dairy

Milk Celebrations
As a snack
As a dessert
Slogan :- Kuch Meetha Ho jaye

Limitations
1. Employers Lacking proper
knowledge of the products.
2. Restricted Area Of research.

CONCLUSION
There

is an immense scope for

chocolate industry in India.

Understanding consumer preferences

and demands is the key to growth.

Pricing,

quality , flavors and pack size

are some of the important factors.

Brand

loyalty should be maintained.

THANK
YOU