Marketing Management -1 Presented By: Anindita Choudhury Ashwin Agarwal Diya Mazumder Souryojit Ghosh

(PGP 2009-11), PRAXIS BUSINESS SCHOOL, KOLKATA

AGENDA
Overview Vision

and Mission and Re-positioning Adopted

Positioning Strategies Tackling Market Net

competition

Research Analysis
Direction

Take Away

Future

OVERVIEW

The story of Cadbury Dairy milk started in 1905 at Bournville, UK.

The journey with chocolate lovers in India began in 1948. In the year 2010 Cadbury accepted the take over bid from US food joint Kraft foods ltd.

The various variants of dairy milk are Fruit & Nut, Crackle

and Roast Almond, Wowie, shots, Silk

VISION AND MISSION

Vision:
Working together to create brands people love

Mission:
Cadbury means quality this is our promise.

Mission statement of the product:

Providing customers with a tempting and exquisite taste

POSITIONING AND RE-POSITIONING

In the early 90s:

It was portrayed as meant for kids.

In Mid 90s: Real Taste of Life'

Shift the focus from kids to the kids in all of us. It was a perfect expression of 'spontaneity' and 'shared good feelings'.

In the late 90s: Khanewalon Ko Khane Ka Bahana Chahiye'

The focus shifted towards widening chocolate consumption amongst the masses

POSITIONING AND RE-POSITIONING

Recently: Kuch Meetha Ho Jaaye and Papu pass ho gaya

It is use extensively to express joy in a moment of
achievement or success.

More recently: Aaj pehli tarik hai and Shubharam

To depict auspicious beginnings

STRATEGY ADOPTED

Advertisement strategy:

TV commercials Radio promotions Outdoors Internet

STRATEGY ADOPTED

Marketing Strategy:

Early 90s
Campaign: Real Taste of Life Target: Dairy milk is for enjoyment

Late 90s
Campaign: Khane walon ko khane ka bahana chahiye Target: widening chocolate consumption amongst the masses

STRATEGY ADOPTED

Early 2000:
Campaign: Kuch meetha ho jaye. Target: To associate Cadbury with celebratory

occasion

Campaign: Pappu pass ho gaya. Target: Encourage students to buy Cadbury Dairy

Milk to

celebrate their exam results.

STRATEGY ADOPTED
Campaign: Miss Palampur

Target: Focusing on the rural market.

Recently:
Campaign: Aaj Paheli tarik hai Target: To celebrate pay day/salary day. Campaign: Subharam Target: To depict the aspicious beigining

STRATEGY ADOPTED

Distribution Strategy:

COMPETITORS

Generic competitors:

Sweetmeat Pastries Ice-creams ,Deserts Nestle Amul Hershey, etc

Market competitors:

TACKLING COMPETITION

Innovation-The blood of marketing

It believes in performance It believes in connecting emotionally with target audience

Attractive packaging to lure customer

Variety which matches the size of the wallet of all

its target audience

MARKET RESEARCH ANALYSIS

HYPOTHESES DESIGN

List of hypotheses

RESEARCH INSTRUMENT

Questionnaire design

Sample size and Data tools

SURVEY FINDINGS

Results

Inferences

MARKET RESEARCH ANALYSIS

HYPOTHESES DESIGN

List of hypotheses

RESEARCH INSTRUMENT

Questionnaire design

Sample size and Data tools

SURVEY FINDINGS

Results

Inferences

MARKET RESEARCH ANALYSIS

Hypothesis 1

Dairy milk is generic to the term chocolates Dairy milk is a perfect substitute for sweet meat Amitabh bachan is the face of dairy milk

Hypothesis 2

Hypothesis 3

MARKET RESEARCH ANALYSIS

HYPOTHESES DESIGN

List of hypotheses

RESEARCH INSTRUMENT

Questionnaire design

Sample size and Data tools

SURVEY FINDINGS

Results

Inferences

MARKET RESEARCH ANALYSIS

Questionnaire :- Questionnaire is formalized set of
questions for obtaining information from respondents . It increases the response rate so we have decided to take questionnaire as our research instruments

Sample Size : - We have taken a stratified sample of

92 respondents

Data Analysis Tools:

Pie Chart Bar diagrams Measure of central tendency

MARKET RESEARCH ANALYSIS

HYPOTHESES DESIGN

List of hypotheses

RESEARCH INSTRUMENT

Questionnaire design

Sample size and Data tools

SURVEY FINDINGS

Results

Inferences

MARKET RESEARCH ANALYSIS

Hypothesis 1

This Bar graph shows that 78% of the sample size selected Dairy Milk as the chocolate that comes to their mind first.

MARKET RESEARCH ANALYSIS

Hypothesis 1

Dairy Milk is the most preferred brand of chocolate amongst other chocolates.

MARKET RESEARCH ANALYSIS

Hypothesis 2

78% of the consumers agree that they would prefer having chocolates over sweetmeats.

MARKET RESEARCH ANALYSIS

Hypothesis 2

65.2% consumers selected Dairy Milk as the chocolate they would consume as a substitute for sweetmeats.

MARKET RESEARCH ANALYSIS

Hypothesis 2

The pie-chart depicts 89% people have gifted dairy milk instead of sweets to their near and dear ones

MARKET RESEARCH ANALYSIS

Hypothesis 2

The pie-chart represents the various celebratory occasions on which people gift dairy milk

MARKET RESEARCH ANALYSIS

Hypothesis 3

The bar-graph represents 37% consumers could recollect the advertisement papu pass ho gaya by Amitabh Bachan

MARKET RESEARCH ANALYSIS

Hypothesis 3

The pie-chart depict that 96% of the consumers would buy dairy milk irrespective of the presence of Amitabh Bachchan as brand ambassador

MARKET RESEARCH ANALYSIS

Hypothesis 3

The pie-charts depicts that Amitabh Bachan is associated more with Parker Pen then Dairy milk

MARKET RESEARCH ANALYSIS

Hypothesis 3

42% of the consumers recollected the ad papu pass ho gaya which feature Amitabh Bachan

MARKET RESEARCH ANALYSIS

Hypothesis 3

95% of the consumers like dairy milk because it taste good

MARKET RESEARCH ANALYSIS

Using central tendency mode of the age group is 47 and median is 21,hence the modal and median class lie in the age group 16-25

MARKET RESEARCH ANALYSIS

Our sample size comprise of 63% male and 37% female

NET TAKE AWAY

78% of the sample size showed Diary milk is generic to the term chocolate.

84% of the sample size showed Dairy milk is a perfect

substitute of sweetmeats

96% of the sample size showed that the consumers would buy Dairy milk irrespective of the presence of Amitabh Bachchan as brand ambassador

FUTURE DIRECTION

Broadening

Extending its reach to the newer market Inclusion of 45000 outlets

Sustained growth

Through aggressive product development Plans to launch 1 new product every year

Focusing

On cost competitiveness

Productivity and innovative utilization of assets

THANK YOU