Customer Driven marketing Strategy for Cadbury Dairy milk

In customer Driven marketing strategy for Cadbury dairy milk the main focus will be on market segmentation, target marketing and market positioning strategies.

Core customer value

Cadburys core customer value is to focus on the sentiments and emotions of the customers and provide them the taste of life and it has been successful in satisfying the customer needs and also in building profitable customer relationships.

Market Segmentation
Here we divides the market into group of potential customers on the basis of occupation as well as the age group. Cadbury Dairy Milk divided the market into different group of customers. They Targeted a group of customers who share a similar set of needs and wants while Segmenting the consumer markets. Demographic Segmentation Segmentation on Age and life cycle Cadbury Dairy Milk has a wide customer base in the age group of 4 to 50 years. Gender In buying a Dairy Milk there has been n segmentation on basis of gender. Income Cadbury kept the price of dairy milk reasonable and affordable, so that a person need not to think much before purchasing. They can easily buy it any time when they want to buy Keeping aside dairy milk they have also come up with premium range of chocolates: Cadbury Temptations, Bournville etc. to focus on the premium segment of customers.. Generation Cadburys segmentation is not much affected by the generation differences. All type of people like to purchase the Cadbury dairy milk when they want to buy it. It has attached itself to the emotions of the people. Psychographic Segmentation In this we divide the market on the basis of different groups based on social class, lifestyle or personality characteristics. Here Cadbury catered to each and every class of the buyers keeping in mind their lifestyles and personality traits. Cadbury provides products for both normal class as well as premium customers like it has products like dairy milk, Cadbury bytes, halls candy, Cadbury perk for all classes of society, and it also caters to the premium customers through its products like Cadbury Temptations, Bournville, Cadbury Nutties, Cadbury Ovaltime. So, Cadburys products caters to the lifestyle, social class and personality characteristics of people. Behavioural Segmentation of Cadbury dairy Milk Occasion For purchasing the Cadbury dairy milk no specific occasion are required. People can easily purchase it any time. Benefits The supply chain of Cadbury dairy milk is also very quality conscious. So there are two main types of benefits given by Cadbury dairy milk are supply chain and quality. Besides this it

provides health benefits as well: it decreases BP, improves circulation, lower death rate from heart disease, improves digestion and stimulates kidneys and many more. Loyalty status; There is mainly the absolute loyalty status. Attitude There is an eagerness and enthusiasm in the attitude of buyers.

Targeting
The main target of it mainly is children and youths that are in the segments of occupation and in the age group. Cadbury dairy milk commonly targets all types of customers whether they are young and old, male or female

Market positioning
Cadbury dairy milk made position of it product chocolate not only in the minds of consumers but also in the market. It means what is the view of consumers about of your product. To make position in the minds of customers company used different promotional techniques through celebrity endorsements (Mr. Amitabh Bachchan, Priety Zinta etc.), electronic media, press media, sign boards, by giving discount, by giving funds to welfare organizations which forms a part of CSR.

Marketing Mix Strategy of Cadbury Dairy Milk Chocolate

Product Cadbury dairy milk is made from real chocolate. Its ingredients include cocoa, butter and there is a glass and half full cream dairy milk in every 200 grams in every dairy milk chocolate. Its product line includes Chocolates, snacks (Cadbury bites), Beverages (bournvita), candys (halls), gums (bubbaloo). The strategy of Cadbury dairy milk is to continuous improvement in the quality and features of product. It is the mission statement of Cadbury to make quality chocolate which have competitive advantage from the competitors products and it enhances the goodwill of the company. Price Cadbury products are available at reasonable and affordable price. It charges lesser price from its competitors and provides better quality also. It used penetration strategy because have low prices as compared to its competitors. Place 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. Promotion 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. Cadbury used press and electronic media to motivate the potential and inspires the actual customers to purchase the product of Cadbury. Promotion is an important element of marketing mix because if it is not well planned then company is unable to increase it sales.The company gives discounts on different occasions. It made use of celebrity endorsements like Amitabj Bachchan, Priety Zinta etc. to attract more and more customers and increase the brand popularity.The promotion lines used by Cadbury : Shubh Aarambh, The Real taste of life, Pappu Paaa ho gaya