Cadbury Dairy Milk: A Case Study on Marketing Mix and Targeted Markets

This case study delves into the marketing mix of Cadbury Dairy Milk, including product, placement, price, and promotion. It also explores the brand's targeted markets and strategies used to attract consumers and influence their buying decisions. The study reveals that Cadbury Dairy Milk has segmented its market based on demographics, geography, psychographics, and behavior.

CADBURY DAIRY MILK:
CASE STUDY

Cadbury background
 Cadbury manufactures a brand of milk chocolate
product in the name of Cadbury Dairy Milk
 Exclusively Milk chocolate
 in 2014 the company was ranked in one of the
best selling chocolate bar in United Kingdom
 Hershey company in United States under the
licence of Cadbury distributor and manufacture
the products
 The significant change was made since the
original production of Cadbury in 1905

Part A- Marketing mix presented by
Cadbury Dairy Milk
 Product
 Placement
 Price
 Promotion

Continued…
 Product
› The Cadbury has provided the market and their
target customer
› All basically to fulfil the requirement that an
organisation has in terms of developing their
product (Spry & Lukas, 2016)
› Chocolate brand when discussed it is generally
observed that Cadbury Dairy Milk is discussed in
the very beginning
› Age group as a potential buyer

Continued…
 Placement
› Strong and compact channel of distribution
› All around the World
› Availability of Cadbury Dairy Milk can be seen in
around 200 and more countries (da Silva Lopes,
2016)

Continued…
 Price
› Utilisation of economy pricing
› Crafty use of the skimming pricing policy
› Bundle pricing

Continued…
 Promotion
› Always kept up in recent period of time
› Print media, TV, social media, radio and
magazines (Singh, 2014)
› Awareness among people regarding
healthy food habits
› Replacing one promotional idea with
another was authentic

Part B - Identification of targeted
markets and strategies used for
attracting consumers and influencing
their buying decisions
 Segmenting market on basis of demographics ()
 Segmentation based on Geography
 Market segmentation based on psychographics
 Segmentation on basis of behaviour
 Consumer buying decision

Segmenting market on
basis of demographics
 Young consumers prefer the taste of quality chocolates
 Cadbury has identified that the potential consumers
for the products manufactured by the brand are of age
5 to 10 years
 Has been able to enjoy a rise in popularity among the
families (Laforet, 2015)
 Adult males and Teenage boys do not show any
considerable adulation for chocolates or confectionery
 Attractive packaging which is suitable for gift purposes

Segmentation based on Geography
 Brand enjoys an enviable market reach all over the
world
 Safe to assume that chocolates are a lucrative
pleasure item
 Markets are Europe, North and South America,
East Asia, South Asia, Middle East, Central Asia,
West Africa as well as the other regions (Bell,
2017)
 Manufacturing plants in countries such as Ireland,
Italy, Canada, France, Russia to name a few

Market segmentation based on
psychographics
 The sizes as well as the design are based on the
psychographic segmentation
 Enjoys a positive customer attitude
 Also challenges the lifestyle of those customers
who are willing to try alternative products as a
substitute to the conventional items (Telang &
Deshpande, 2016)

Segmentation on basis
of behaviour
 Brand is a culmination of several emotions
ranging from family
 Easy availability and accessibility of the products
is one of them (Innocenti, 2018)
 Quality is another parameter in which Cadbury
has been able to make significant positive results
 Brand also enjoys and absolute loyalty

Consumer buying
decision
 Influenced by wide range of factors such as
personal, psychological, situational, social as well
as cultural (Bailey & Alexander, 2017)
 Influenced by psychological factors such as
family values
 Personal factors come into play in context

References
 Bell, J. (2017). 'Setting the joy free'with Cadbury UK: A CDA analysis of how persuasion is
communicated within Cadbury UK's social media discourse, according to Aristotle's'
persuasive proofs'.
 da Silva Lopes, T. (2016). Building Brand Reputation through Third-Party Endorsement: Fair
Trade in British Chocolate. Business History Review, 90(3), 457-482 Bailey, A. R., &
Alexander, A. (2017). Cadbury and the rise of the supermarket: innovation in marketing
1953–1975. Business History, 1-22
 Innocenti, P. (2018). A Taste of Home. Doi: http://nrl.northumbria.ac.uk/33185/
 Laforet, S. (2015). Managing brand portfolios: audit of leading grocery supplier brands
2004 to 2012. Journal of Strategic Marketing, 23(1), 72-89. Doi:
10.1080/0965254X.2014.914068
 Singh, B. (2014). Impact of corporate branding strategy on the consumer loyalty: An
empirical investigation. International Journal of Marketing & Business Communication,
3(1). Retrieved from https
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origsite=gscholar&cbl=2030936
 Spry, A., & Lukas, B. A. (2016). Brand Portfolio Architecture and Firm Performance: The
Moderating Impact of Generic Strategy. In Looking Forward, Looking Back: Drawing on the
Past to Shape the Future of Marketing (pp. 866-867). Springer, Cham.
 Telang, A., & Deshpande, A. (2016). Keep calm and carry on: A crisis communication study
of Cadbury and McDonalds. Management & Marketing, 11(1), 371-379