Analyzing Consumer Behavior for Cadbury's Marketing Strategy

Desklib provides past papers and solved assignments for students. This presentation analyzes Cadbury's marketing using consumer behavior insights.

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CONSUMER BEHAVIOUR
INSIGHTS

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INTRODUCTION
This presentation has been prepared as an
insight on consumer behaviour of Cadbury
organisation. It will include a comprehensive
discussion on issues, opportunities and
problem solving based on analysis of
behaviour of targeted consumers for
Cadbury.

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VARIOUS ISSUES THAT CAN BE RESOLVED USING
CONSUMER BEHAVIOUR
• Issues with market segmentation
• Issues with targeting and positioning
• Issues in identifying customer’s perspective
of brand
• Competitive analysis for marketing
planning
• Quality and brand trust issues.

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• Product expansion
• Opportunity to create a highly targeted attractive
marketing strategy
• Leverage the fact that Cadbury is most popular
brand in the country.
• Opportunity to go for new innovation and product
launching.
• Expansion in brand portfolio
DIFFERENT OPPORTUNITIES FROM STUDY OF
CONSUMER BEHAVIOUR

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POSSIBLE CAMPAIGN OBJECTIVES
• Create a highly targeted promotional
advertisements.
• Increase the market share of the product
• Launch new products for targeted audience
• Create a positive and delighted impression of
brand
• To create a virtual monopoly in the product
segment, in terms of brand popularity.

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UNDERLYING CONCEPT OF MARKETING OBJECTIVES

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IDENTIFICATION OF TARGET AUDIENCE FOR
MARKETING CAMPAIGN
The basic procedure of market targeting will
be:
• Understanding the concerned product.
• To the edge market segmentation
• Thorough research
• Choosing of audience

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MARKET TARGETING CHARACTRISATION
The market targeting in terms of Cadbury will be
based on:
• All teenagers and adults who are big fan of
chocolates
• People who like dark chocolate
• Students in schools and colleges who like to gift
chocolates
• People who will need sugar free chocolate
• People who see health benefits of chocolate

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ELEMENTS OF MARKET TARGETING
• SEGMENTATION
Psychographic, Geographic and Behavioural
Segmentation.
• TARGETING
Age group, Gender and Location i.e., urban or
rural.
• POSITIONING

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POSITIONING PROCESS

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TACTICS USED TO ACHIEVE MARKETING OBJECTIVES
The framework of strategy for achieving said
objectives will be based on 4 Ps of marketing mix.
These are:
• PRODUCT
• PLACE
• PRICE
• PROMOTION