By Aarushi Sood-142100001 Armaan Goyal-142100015 Ayush Gupta-142100019 Anisha - 142100071 Dikshu Kakkar-142100023 Vandita Pruthi - 142100066

BY
AARUSHI SOOD-142100001
ARMAAN GOYAL- 142100015
AYUSH GUPTA-142100019
ANISHA- 142100071
DIKSHU KAKKAR-142100023
VANDITA PRUTHI- 142100066
01. INTRODUCTION
02. PRODUCT
03. PRICE
04. PLACE
05. PROMOTION
06. STP
07. CONCLUSION
INTRODUCTION
• Cadbury, One Of The Biggest Chocolate Brands in The

World With Operations In More Than 60 Countries .
• Cadbury was established in Birmingham, England, in
1824, by John Cadbury.
• Cadbury decided to enter the Indian market in 1948.
• Cadbury now has 5 manufacturing units all over
India.
• There are a wide range of Cadbury products
available in India.
PRODUC
T
• Cadbury made its first appearance in the Indian market in 1948 and since then has been a
market leader in chocolates with a variety of chocolates it offers like 5Star, Dairy Milk,
Gems, Perk etc.
• Dairy Milk has been the most successful product of Cadbury since its launch.
• Dairy Milk was first launched in 1905 and was sold in an unwrapped brick form that
could be broken down into small bars.
• After Cadbury came to India in 1948, Dairy Milk was already a hot seller and became
one of the most sold chocolates even in
India.
• Dairy Milk is being sold in different flavours and also
in special gifting editions that are available for special
occasions.
• In 2010, Cadbury launched the 'SILK' range of Dairy Milk Chocolates and it was an
attempt to enter the premium segment to fill the gap between regular chocolates and
highly expensive imported chocolates.
• SILK is a smooth and soft premium fabric compared to cotton and gives you a feeling of
happiness when you wear it. Silk is creamier, smoother and chunkier chocolate compared
to regular Dairy Milk chocolate.
• Silk is available in 8 different flavours and two different sizes; 60grams and 150grams
along with a special edition of assorted miniatures.
• Cadbury launched SILK chocolate for Valentine's Day
which had a heart in between the blocks and the
heart could be popped out from the chocolate.
PRIC
E
• Pricing/price required for survival, maximization of current profits,
revenue and market share of a company or a product , is referred
as a process of fixing up of a value of any good or service provided
by the manufacturer.
• Out of 4ps, price is the one that positions the product.
• In India price matters the most as it has always been the deciding factor for many
marketer's fate on the market.
• Pricing mix of Cadbury dairy milk is determined by quality, demand, competition,

package size, and target demographic. The cost of the items varies as per their size.
• The Dairy milk variety, is the obvious winner among their varieties. It is accessible in
both high and low price ranges, catering to all demographics.
They follow some distinct pricing strategies:-
1. Skimming Pricing(high price , low volume): Eg. Dairy milk

oreo silk, dairy milk Silk, and silk fruit and nut are some
examples of products that are kept at a somewhat higher
level than other products.
2. Economy Pricing :
Cadbury dairy milk is offered in different
sizes and is priced accordingly just so as to
cater to different customer segments. eg
dairy milk product starting from Rs. 5 and
so on, Roast Almond Rs. 40, silk Oreo Rs.
160 etc.
3.Bundle Pricing: During festive times, Cadbury
offers different chocolates/products bundled
together at a discounted price. This increases the
sale of the products during festive seasons. Some
of the mini chocolate packs are also sold at a
slightly lower price. eg. pack of cadbury
celebrations
4. Cost-Plus or Markup Pricing: in this form of

pricing strategy the key basis for setting prices
is overall cost incurred in production of
product. Cost-plus pricing will always yield
profit for business unless and until all costs
and sales have been calculated in accurate
manner.
5. Demand Based Pricing: they set their
prices based on what they think the
consumers are ready to pay.
• According to HS CODE 1806, cadbury dairy milk segment is applicable to 18% gst.
PLACE
Company >> C&F agent >> Distributors >> Retailers >> Consumers
• Expensive distribution route .
• Dairy Milk has a huge market presence.
• Dairy Milk chocolates are worldwide accessible.
• Dairy Milk chocolate is made in the English town of Bournville
• Both metropolitan and provincial districts approach.

CHANNEL OF DISTRIBUTION OF DAIRY MILK :
Factory / Production Unit
Depot
C&F Agents
Re-Distributors
Retailer Wholesaler Modern

Trade
CONSUMER
Example :
• Dairy Milk bars were being sold exclusively on Flipkart as limited editions.
• Dairy Milk was driving the scarcity mindset and people who would want to experience this unique
chocolate would not wait and rush to place their orders.
• By selling it only through an e-commerce player like Flipkart, Cadbury was able to achieve two things:
• Pushing people to come to Flipkart to place orders was a great way to change purchase behaviour and get
more people to become comfortable in buying chocolates online
• It did not have to incur the heavy logistics costs in distributing the chocolates across multiple retail outlets
across the country
PROMOTION
• Activities carried out by the organisation to enlighten the public
about its goods and services are referred to as Promotion.
• Indians adore dessert. Therefore, it should come as no surprise
that a savvy marketer like Cadbury has a slogan that reads,
"Kuch meetha ho jaye,". It is hardly surprising that people have
some Cadbury's on hand in their homes especially during the
festive season or they give their loved ones a Cadbury dairy milk
or celebrations.
• The brand focuses on developing an emotional connection with
its consumers and showing them how chocolate can make their
lives more joyful.
• Kuch baat hai hum sabhi me, kuch khaas hai hum sabhi me.
• By using Kiss me, miss me, a jazz music tone to follow as
background music for Cadbury Dairy Milk Silk ad in a traffic jam
scenario, the company's objective of connecting with youth and
professionals was fulfilled.
• How Far Will You Go For Love- Another one of Cadbury's famous
commercials aimed mostly at millennials. Its introduction on
Valentine's Day was a brilliant decision that drove a lot of sales.
• The business creates goods for special events and holidays
including Christmas, Raksha Bandhan, Valentine's Day, Diwali,
Mother's Day, etc.
Make new Friends with a Dairy Milk Silk.

Segmentation and Targeting
Demographic segmentation
Age and Gender: Cadbury targets all age groups from
young children to the elderly. There is also no gender
specification required to buy a Dairy Milk chocolate.
Income: Dairy Milk is sold at different price points, from
Rs 5 to Rs. 150.
Geographic segmentation
Area, Country and Region: Cadbury targets every
store in every region of the country, from the
smallest tuck shop to the biggest departmental
store. It is a mass sold product.
Segmentation and Targeting
Behavioural segmentation
1. Usage: Dairy Milk is a product that is bought multiple times. Customers
have loyalty to the product and have a positive attitude towards it.
2. Occasion: No certain occasion is required to purchase a Dairy Milk.

However, the purchasing of Dairy Milk is also encouraged during festivals
such as Diwali or Raksha Bandhan.
Physiographic segmentation
Customer's tastes and preferences: Cadbury has targeted a variety of
different segments according to their tastes and preferences and has
introduced a variety of different chocolates such as Fruit and Nut,
Crackle, Bubbly etc.
Positioning
• Cadbury Dairy Milk launched this campaign called “Kuch Meetha Ho
Jaaye” in which Cadbury India positioned Dairy Milk as a sweet that
could be consumed during the happy moments in our happening lives.
This campaign has also been used during festivals such as Rakhi and
Diwali.
• Cadbury has also done a commendable job in positioning itself as a
dessert, catering to the Indian audiences' need to eat something sweet
after a meal.
• CDM Silk has been positioned to be about moments' -- moments
when the chocolate is enjoyed, moments which are like silk.
• Dairy Milk is also seen as a synonym to milk chocolate in India, with
consumers equating Dairy Milk to good quality milk chocolate as
opposed to its competitors Amul and Nestle's varieties.
CONCLUSION
Cadbury is the company that has been operating for more than 194 years. Cadbury
has a share of over 67% in the Indian market, which is the highest Cadbury brand
share globally.

By Aarushi Sood-142100001 Armaan Goyal-142100015 Ayush Gupta-142100019 Anisha - 142100071 Dikshu Kakkar-142100023 Vandita Pruthi - 142100066

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BY

• Cadbury, One Of The Biggest Chocolate Brands in The

• Out of 4ps, price is the one that positions the product.

• Pricing mix of Cadbury dairy milk is determined by quality, demand, competition,

1. Skimming Pricing(high price , low volume): Eg. Dairy milk

4. Cost-Plus or Markup Pricing: in this form of

• Expensive distribution route .

• Dairy Milk has a huge market presence.

• Dairy Milk chocolates are worldwide accessible.

• Dairy Milk chocolate is made in the English town of Bournville

• Both metropolitan and provincial districts approach.

Retailer Wholesaler Modern

Make new Friends with a Dairy Milk Silk.

2. Occasion: No certain occasion is required to purchase a Dairy Milk.

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