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MARKETING PLAN
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CADBURY DAIRY MILK

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BAHRIA UNIVERSITY KARACHI CAMPUS

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SIR
PRESENTED TO MANSOOR
ZAKIR
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PRESENTED BY:

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1- ABDULLAH SHAHID

2- MOHSIN MOHIUDDIN

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3- FATIMA SIRAJ HUSSAINI

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4- ZAINAB ZOAIB

5- SUMBUL FATIMA
Page 1 of 42

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Table of Contents

 LETTER OF TRANSMITAL…………………………………………………… 3

 ACKNOWLEDGEMENT …………………………………………………… 4

 INTRODUCTION……………………………………………………………. 5

 VISSION Mission Statement …………………………….. 7

 VARIANTS ………………………………………………. 8

 STP OF DAIRY MILK …………………………... 10-13

 4PS ………………………………………………………………………………….. 14-23

 SWOT Analysis …………………………………………………………… …… 24-27

 MARKET SCENARIO ……………………………… 28-30

 PLCCURVE 31

 ADVERTISINGSTRATEGIES 32-46

Page 2 of 42
LETTER OF TRANSMITTAL

SIR MANSOOR ZAKIR

MARKETING MANAGEMENT

Bahria University, Karachi.

Dear SIR,

WE are pleased to present this task which is a compilation of all the hard work that I
had put together during the course of this semester.

I had learnt tremendously from our MARKETING PLAN” and analyze the collected
data in the best possible way.

We are grateful to you for guiding us throughout and providing an excellent opportunity
for learning which will be very helpful for us.
This experience not only enhanced our skills, but also provided us the exposure to
the practical aspect of our knowledge & added more information to our knowledge.

Yours sincerely,

ABDULLAH SHAHID (GROUP LEADER)

Page 3 of 42
ACKNOWLEDGEMENT

All the praise is for Allah, the most merciful and

beneficent, who blessed me with the knowledge, gave
me the courage and allowed me to accomplish this task.
WE ARE especially indebted TO SIR MANSOOR ZAKIR for
instilling in US enough knowledge to be able to carry
myself efficiently during my project.
HIS inspiring guidance, remarkable suggestions,
constant encouragement, keen interest, constructive
criticism and friendly discussion helped us to learn and
enabled us to complete this report efficiently.

“Keep your dreams alive. Understand to achieve

anything requires faith and belief in yourself, vision,
hard work, determination, and dedication. Remember all
things are possible for those who believe.”- (American
Researcher)

Page 4 of 42
Cadbury is established in Birmingham, UK by John Cadbury in 1824

The journey of Cadbury Dairy Milk started in 1905 at Bourneville,

U.K.
Journey with chocolate lovers in Pakistan started in 1948.

Cadbury Dairy Milk as µGold standards’ for chocolate in Pakistan

Today Cadbury Dairy Milk has 30% share of 70% of pakistani
Chocolate Market
.

Page 5 of 42
Operation began in PAKISTAN

Page 6 of 42
 VISION«
³Working together to create brands people
love´

MISSION«
³To provide our customers with a tempting
and Treats means a mouth watering treat which is simply irresistible.
Enticing

VALUE«
³Cadbury means quality´; this is our promise. Our reputation is built upon
quality; our commitment to continuous improvement will ensure that our

promise.

Page 7 of 42
Page 8 of 42
 D M
C
VARIANTS OFILK
ADBURY AIRY
ACCHIEVEMENTS«
D
ADBURY AIRY
M
ILK«
The interactive campaign for "Pappu Pass Ho Gaya"

The 'Pappu Pass Ho Gaya'

campaign also went on to win Silver for

Integrated Marketing Campaign and Gold in the
.
Consumer Products category
(The global benchmark for effective advertising Bronze bagged
at
Lion
thea
campaigns) awards.
'Best use of internet and new
for

The Best

at

Page 9 of 42
STP OF CADBURY
DAIRY MILK«
S ± Segmentation
T ± Targeting
P ± Positioning

Page 10 of 42
S EGMENTATION«
Demographic segmentation

- Any age group, Any Income Category

Geographic segmentation

- The maximum part of the revenue generated

from urban and semi-urban area.

Behavioral segmentation

- Occasions

Page 11 of 42
 TARGETING«
In the early 90's, it was seen as ³meant for kids´,

It appealed to the child in every adult. And

Cadbury Dairy Milk became the

Page 12 of 42
 POSITIONING«
The girl dancing on cricket ground - Way to
express the happiness as,
³Real Taste of Life´ i.e. ³Asli Swad Zindagi
Ka«´
³Khanewalon Ko Khane Ka Bahana
Chahiye«´ - Social acceptance
³Kuch Meetha Ho Jaaye«´ - Celebratory
occasions
³Pappu Pass Ho Gaya«´ - Use of street
language to express joy in a
moment of achievement / success.
³ Khush Hai Zamana Aaj pehli Tarikh Hai«´
to celebrate Pay Day.
³

Page 13 of 42
4 P ’S OF
MARKETINGMIX«
1. Product
2. Price
3. Place ± Distribution
4. Promotion

Page 14 of 42
 PRODUCT«
Made from real dark chocolate.

Similar design worldwide.

Because of sweet taste, liked by kids.

Contains more milk and hence proteins than any other chocolate
bar.

As it is for kid in everyone, it can be consumed by anyone.

Because of the sweet taste, it can be considered as replacement

for
traditional sweets.

As it is liked by everyone, can be presented as gift. Available in

10.5gm,

22gm, 40gm, 42gm, 80gm, 95gm, 165gm and other premium

packs.

Page 15 of 42
 PACKAGING«
ADVANTAGES
Protect the product from physical damage or
deterioration
Display the product ± good graphic design and
shape is important.
Attracting customers.
Improved efficiency.

GUARANTEES

Double coated packing

Very good quality chocolates

No harmful ingredients present

Page 16 of 42
 PACKAGING«

These are the

different
packaging
styles from
1905 to 1999.

Page 17 of 42
 PACKAGING«
These are some recent packaging styles from
1905 to 1999.

2008
2004-2005
2003-2004

2010 ± The latest packaging«

Page 18 of 42
PLACE
DISTRIBUTION«
The distribution chain of Cadbury is very strong.

It directly reaches to retailers.

Easily available at Pan shops, grocery shops, kirana shops etc. Hence

reachable to everybody.

Cadbury Dairy Milk are sold directly to wholesaler and retailers.

Cadbury

Dairy Milk¶s distribution network used to encompasses 2,100

distributors

and 4,50,000 retailers.

Page 19 of 42
D
ISTRIBUTION IN

P
AKISTANI M ARKET «

Page 20 of 42
 PROMOTION«
Strong brands are vey important in the chocolate confectionery market.

Almost 80% of chocolate purchases are made on impulse.

The media mix for the campaign comprises TVC, Outdoor, Internet and

Radio.

Use of emotional appeals in Advertising

Concentrated more on TV Advertisements.

Page 21 of 42
 SWOT ANALYSIS OF

C ADBURY D AIRY
M
ILK«

S ± Strengths
W ± Weaknesses
O ± Opportunities
T ± Threats

Page 22 of 42
 STRENGTHS«
Cadbury Dairy Milk is the largest global confectionery supplier, with 9.9%

of global market share.

High financial strength (Sales turnover 1997, £7971.4 million and 9.4%)

Strong manufacturing competence, established brand name and leader in

innovation.

Advantage that it is totally focused on chocolate as unique understanding of

consumer in this segment.

Successfully grown through its acquisition strategy. Recent acquisitions,

including Adams, 2003, enabled it to expand into important markets like the
US market.

It has captured 30% of Indian Chocolate Market.

Page 23 of 42
 WEAKNESSES«
The company is dependent on the confectionery and beverage market,

whereas other competitors e.g. Nestle have a more diverse product portfolio,

where profits can be used to invest in other areas of the business and R&D.

OPPORTUNITIES«

New markets. Significant opportunities exist to

through targeted acquisitions.

Key to survival within the FMCG market is

INCREASING EFFICIENCY costs.

Page 24 of 42
 THREATS«
Worldwide - there is an increasingly demanding cost environment,
particularly for energy, transport, packaging and sugar. Global supply
chain
in low cost locations.

Competitive pressures from other branded suppliers (national and

global).
Aggressive price and promotion activity by competitors - possible price
wars in developed markets.

Page 25 of 42
 M ARKET S CENARIO «
Cadbury has market share of 70% out of which Cadbury Dairy Milk
has
30% of the market share.

The rival is Nestle with market share of 22%.

AVAILABILITY«
As it is not a main food, it should be available in all the sizes as per

requirement.

Easy availability at nearby shops even in the remote areas.

Page 26 of 42
 FUNCTIONAL«
Variety of flavors
Taste
Quality
Responsibility

VALUE«
It gives good value for money

SELF IMAGE«
For kids in all of us

Page 27 of 42
 SERVICE«
Affordable

Easily available.( as the consumption is not pre-planned, availability at

the
nearest shop when consumer thinks of Chocolate is important)

SERVICING«
Easy availability

The variety of flavors are available at affordable

price.

Page 28 of 42
PRODUCT LIFE
CYCLE (PLC)«

Page 29 of 42
 DIFFERENTIAL
ADVANTAGE
Better quality

Good packaging

Better in taste

Easily available

Wide range of varieties

Available in different sizes and at affordable

prices.

Page 30 of 42
ADVERTISING CAMPAIGNS«
The Advertising Message
The message given by this campaig was ³Cadbury Dairy Milk is for
Enjoyment«´ This campaign went on to be awarded 'The Campaign

Page 31 of 42
During Late 90¶s :
Campaign : ³Khanewalon Ko Khane Ka Bahana Chahiye´«
Target: Widening chocolate consumption among the masses.

This campaign built social acceptance for chocolate

of the Century', in India at the Abby (Ad Club, Mumbai) awards.
consumption amongst adults, by showcasing collective and

shared moments.

Page 32 of 42
AFTER CRISIS:
Campaign : ³Don¶t Worry Be Happy´ in 2004.
Target : Bringing Amitabh Bachhan as brand ambassador

helped to gain trust of the people with the new µPurity Sealed¶

pack of Cadbury Dairy Milk after crisis situation.

Page 33 of 42
RECENT:
Campaign : ³Pappu Pass Ho Gaya³ in 2005.
Target: It has become part of the street language. It has been

adopted by consumers and today is used extensively to express joy

in a moment of achievement / success.

Page 34 of 42
RECENT:
Campaign : ³Miss Palampur´ in 2005-2006.
Target: Focusing on adults.

Page 35 of 42
MORE RECENT:
Campaign : ³Aaj Peheli Taarikh Hai´ in 2009.
Target: To celebrate Pay Day / Salary Day.

Page 36 of 42
 REASON

³Aaj Peheli Taarikh Hai´ in 2009

The basic idea I felt behind both the campaigns is to go out and
occupy a distinct space
in the consumer's mind , and as has been said before if you are
able to occupy a
distinct space in the consumer's mind then it become very
difficult for a competitor to
dislodge you, the essence of positioning. And it might be easier
done if one is able to
capture a word in the consumer's mind which already exists , in
the case of Cadburys
that word is "Meetha" a generic to represent all and any kind of
sweet.
Similary in the case of Coca-Cola the attempt to build an
association with the word
"Thanda" which means in common parlance any drink which is
served cold , be it the
ubiquitous lemon based Nimbu pani or a soft drink. The only
problem with this
approach is it is long term and one has to stick to the same
message.

Page 37 of 42
MORE RECENT :

Campaign : ³Shubharambh ± Kuch Meetha Ho Jaye´ in 2010.

Target: To start with any new thing.

Page 38 of 42
LATEST :

Target: To celebrate festivals (Diwali / Christmas ) and to

spread love & happiness among people.

Page 39 of 42
Campaign : ³Kuch MeethaS Ho Jaye´ in October 2010.
WHATS NEW IN OUR
PRODUCT DAIRY MILK?

NOW IT IS COMING IN DAIRY MILK chocolate

sugar free FOR

1- 1- DIET CONSIOUS
2- SUGAR PATIENTS
3- For teens who had teeth problems

BIBLIOGRAPHY
1- PRINCIPLES OF MARKETING BOOK BY
PHILIPS KOTLER
2- CADBURY WEBSITE
Page 40 of 42
 3- MAAM HANDOUTS
4- GOOGLE
/

Page 41 of 42
Thank
You«
Page 42 of 42