Cadbury Dairy Milk Case: Analyzing Marketing Mix and Strategies

This case study delves into the marketing strategies employed by Cadbury Dairy Milk, a globally recognized chocolate brand. It examines the brand's marketing mix, focusing on product development, placement, pricing strategies, and promotional activities, highlighting how Cadbury has main...Read More

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
://search.proquest.com/openview/bc67f39363243414b2ec0c2b17fbdc04/1? pq-
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