Segmentation Targeting Positioning Differentiation Marketing Strategy

SEGMENTATION
1. Geographically : Segmented by consumer preferences in the area and are sold more predominantly in
regions which consume more snack/junk food.

2. Catering to the impulse purchasers: Form a major chunk of the consumer base that the product
caters to. Often stocked in convenience stores and the check-out aisles of supermarkets due to impulse purchasers who are buying the chocolate for purchase and consumption now.

3. Gift segment: Giving away chocolates as gifts is a trend that is fast catching up in India Cadbury dairy
milk wants to cash in on that.

The latest segment that Cadbury dairy milk is catering to is the dessert segment.
The tradition of having a dessert after meal is present in every civilization and this is a huge segment. The latest drive of dairy milk is to become the national dessert of the country.

As far as segmenting the market on income there are different variants of dairy milk (Bourneville and silk) targeted towards the higher class who are ready to pay the premium for extra dark chocolate.

COMPETENCE, RESOURCE, POTENTIAL

Product Feature
Market Position No. of variants

Nestle
2nd Many

Amul
3rd Few

Cadbury
1st Many

Gift Packs
Objective

Yes
To be the worlds largest and best branded food manufacturer, whilst ensuring that the brand name is synonymous with products of the highest quality Integrated cost leadership/differentiation Wide range of products Low cost operators

No
Confectioneries just happens to be a side business for Amul whose core competency lies in milk and milk products

Yes
To grow the market for chocolate confectionery To increase Cadburys share of the snacking sector

Strategy

No clear-cut strategy

Growing the market by apt pricing strategy that will create a mass market and to have offerings in every category to widen the market

SEGMENTATION
Identifiable: The differentiating attributes of the segments must be measurable so that they can be identified. Accessible : The segments must be reachable through communication and distribution channels. Sizeable: The segments should be sufficiently large to justify the resources required to target them. A very small segment may not serve commercial exploitation. Profitable : There is no use in locating segments that are sizeable but not profitable.

Unique needs : To justify separate offerings, the segments must respond differently to the different marketing mixes.
Measurable : The potential of the segments as well as the effect of a specific marketing mix on them should be measurable

Segment
Chocolate Confectionaries
Value Mid - tier Premium Super - Premium

FEATURES
Beverages Gum / Candies Biscuits

Products & Segments CDM

Segments Value Value Value Value Mid-Tier Mid-Tier Mid-Tier Premium Premium Premium Super Premium Super Premium Super Premium Product Dairy Milk Dairy Milk Shots Dairy Milk Dairy Milk Dairy Milk Crackle Dairy Milk Roast Almond Dairy Milk Fruit & Nut Dairy Milk Silk Dairy Milk Silk Fruit & Nut Dairy Milk Orange Peel Dairy Milk Silk Dairy Milk Silk Fruit & Nut Dairy Milk Orange Peel Pack size 9.2 Gram 18.6 Gram 17 Gram 38 Gram 42 Gram 42 Gram 42 Gram 60 Gram 60 Gram 60 Gram 145 Gram 145 Gram 145 Gram

Rate Rs. 5 Rs. 10 Rs. 10 Rs. 22 Rs. 35 Rs. 35 Rs. 35 Rs. 55 Rs. 55 Rs. 55 Rs. 125 Rs. 125 Rs. 125

DEMOGRAPHIC
AGE: 5-60 GENDER: Male/Female FAMILY LIFE CYCLE: Young, Single, Married, Older INCOME: As concluded from the survey that our prices are economical so everyone can afford it. EDUCATION: Grade school or less, some high school, high school graduate, college graduate.

PSYCHOGRAPHIC
Attitude towards the product: the attitude towards our product is positive as people are very in trusted in our 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:-We are targeting special occasions like New Years Eve and Valentines Day . Eid etc. Benefits: - We are providing good quality product at economical prices. Keep the customers fitness in mind we 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.