Cadbury manufactures a brand of milk chocolate product in the name of Cadbury Dairy Milk. In the year 1905 in United Kingdom a number of products were introduced which consisted of milk chocolate products. Exclusively Milk chocolate product are utilised in the preparation of dairy milk and in this line in 2014 the company was ranked in one of the best selling chocolate bar in United Kingdom. It is observed and seen that the manufacturer and the distributor are different in this case scenario (Bailey & Alexander, 2017). Hershey company in United States under the licence of Cadbury distributor and manufacture the products. Before being ranked as one of the best selling chocolate bar in United Kingdom in September of 2012 the decision to change the bar chance to a more circular shape in order to reduce weight acted as a critical decision. The significant change was made since the original production of Cadbury in 1905.
When it comes to the taste of the product it can be seen that a huge amount of support is gathered from the general customer in society. With which rank of Cadbury Dairy Milk according to the port of 2017 New York Times it contains milk, sugar, cocoa butter, emulsifier and vegetable fat (Chokshi, Shah, Arora & Agrawal, 2016). It is somewhat different when it comes to the American version where Hershey started preparing their own ingredients with the list of sugar. Which day today advancement there came introduction of artificial flavouring emulsifier soy lecithin and lactose. Keeping in mind all the changes made in Cadbury Dairy Milk it was observed that a new product of bath was created with providing of vegemite flavoured bar, consisting of caramel vegemite upto 5% and chocolate (Ramli, 2017). It was launched in 2015 in all around Australia making it a clear concept of taste and preference development among the people in Australia.
In order to understand the way Cadbury Dairy Milk have succeeded in and around the world we need to get knowledge regarding the marketing mix structure that they are generally utilising for so long. It must be kept in mind that marketing mix in consideration of requirement for the organisation and it may be changed as per the requirement (Jha, Saini, & Kaur, 2017).
Marketing mix consists of four general and important parts which includes product, placement, price and promotion. Following are the attributes presented by Cadbury Dairy Milk to ensure success.
Product
When generally notice Cadbury product we observe Dairy Milk to be one of their best selling content. Cadbury is one of the Mini Market oriented companies that generally manufactures chocolate using production of a particular market size. Chocolate brand when discussed it is generally observed that Cadbury Dairy Milk is discussed in the very beginning (Spry & Lukas, 2016). These essential bring out the success factor of the organisation Cadbury. It has brought forward new changes regarding the separation of product which would lead towards success in future can’t. The organisation have provided with unique selling point where they have considered every age group as a potential buyer and have made their product simply tasty and in accordance to the taste and preference of the consumers.
In recent days we have seen that the Cadbury has provided the market and their target customer is huge number of new products related to chocolate. The desired stages that are utilised in the product life cycle of the Cadbury company Dairy Milk are all basically to fulfill the requirement that an organisation has in terms of developing their product (Cadbury Dairy Milk. (n.d).
Placement
Cadbury Dairy Milk is available around the world. The strong and compact channel of distribution that is presented by Cadbury has a positive impact over the operation conducted around the Global market. To make the product available All around the World the organisation and the Company marketing department have clearly evaluated the product requirement in basis of customer base (Thaichon, Jebarajakirthy, Tatuu & Gajbhiyeb, 2018). The places in consideration for distribution are all in respect to the marketing department of Cadbury. It is available in both rural and urban areas where lot of customers have supported the enough and abundant availability. The availability of Cadbury Dairy Milk can be seen in around 200 and more countries and therefore it can be referred to as one of the most grossed chocolate formed around the world. On overview and replacement for the distribution strategy in the marketing mix of Cadbury,they have evaluated every requirement and stages that are to be placed in order to make sure that the product does not lose their marginal utility (da Silva Lopes, 2016).
Price
When determining the price of the product the strategy implemented by the marketing department of Cadbury Dairy Milk comes to the first position. The utilisation of economy pricing is abundantly seen. The organisation tries to provide a particular price rate that can be availed by every economic status people. To reach out a large audience base the organisation have provided with different product size and other commodities like 5 star, Eclairs and Park with different price tag and quantity according to that (Gupta, 2015).
The crafty use of the skimming pricing policy is seen under the marketing department of Cadbury. Commodities presented by Cadbury like Cadbury Silk, Bournville and Oreo biscuit are slightly higher in their price level aiming for the people who are above the economic instability around the world.
Bundle pricing is also observed when it is seen that Cadbury is selling celebration boxes during the festive time period which contains different types of Cadbury products including Dairy Milk, Park, Eclairs and other products together at a discount price.
Promotion
About promotion Cadbury Dairy Milk have their best way for providing the awareness among the people regarding their product. The utilisation of print media, TV, social media, radio and magazines have both best for the operation for promoting the product. The opportunity that they have achieved with all the above aspects for global presence have taken them a long way in future to make sure that they remain in consumer market top level. We expect that they use regarding the objectivity through media is “the chocolate and half message”.
More interestingly the promotion that Cadbury have always kept up in recent period of time is “A glass and a half of milk in every pound”. This certain promoting line has clearly justify the expertise in the marketing department of Cadbury Dairy Milk to bring out the awareness among people regarding healthy food habits. The specific your between 2007 to 2011 have shown the highest number of rating in Britain regarding the pre added slogan line used by Cadbury Dairy Milk (Laforet, 2015).
The interesting campaign providing Joy wheel was replaced by “free the joy”. This creative thought of replacing one promotional idea with another was authentic in terms of making sure that Cadbury Dairy Milk has enough customer satisfaction and awareness regarding product. Launch of Dairy Milk Bubbly United Kingdom shopping mall was supported by the slogan of “An organisation to bring joy to people”. Fountains throwing up chocolate flavour liquid were installed as per promotion in shopping mall bringing up the clear aspect that Cadbury Dairy milk provides only pure Milk related chocolaty product.
The brand Dairy Milk under the banner of Cadbury boasts of a wide range of products which are aimed towards strengthening the brand identity among the targeted sectors of the market in which it operates. The primary priority of Dairy Milk is the customers and this the reason that the brand utmost care of customer feedback. All the manufacturing, production as well as packaging operations undertaken by the brand are done in accordance with customer preferences so that it can be lucrative to the potential buyers. Cadbury very well understands the consumer psyche. They know that majority of buyers purchase Dairy Milk as a substitute for sweets or as gifts to be given away for special occasions.
Targeted market
The marketing strategy implemented by Cadbury Dairy Milk is very effective. Their strategy is to attract the various segments of the market population irrespective of their age, occupation, gender as well as environment. Therefore, the selection of the primary market segments to be targeted by the brand Dairy Milk have been based on the categories such as gender, occupation, age and income levels of the potential buyers.
Segmenting market on basis of demographics
As in case of any confectionery maker or sweets manufacturing industry, the primary target in case of Dairy Milk are youngsters and childrens. This means that Cadbury has identified that the potential consumers for the products manufactured by the brand are of age 5 to 10 years. One reason of popularity among the consumers of Cadbury Dairy Milk is the taste of end products. It has been observed that children in the above mentioned age segment are more preferenced towards chocolates as compared to any other sweets or candies in general (Janssen & Riera, 2016). Hence, these young consumers prefer the taste of quality chocolates and nothing else will give them the same level of satisfaction. The sales figure of Dairy Milk is pretty much evident of the fact that the brand is very popular among the targeted group.
Cadbury Dairy Milk is a story of success as it has been able to attract consumers from different segments of the market this is the reason that Dairy Milk is a well known brand among the variety of age groups, occupation classes as well as gender. Over the last few years, Cadbury has understood that it’s necessary to widen the targeted segment which is why the company recently has started focussing equally on adults. The brand has been able to enjoy a rise in popularity among the families which enjoy celebrating these special occasions with chocolates and other confectionery products (Singh, 2014). Thus, with advent of such preferences, it is quite easy to confer that Dairy Milk has become more of a symbol of harmony amongst friends and families as it resonates a special bond among themselves. Globalisation has also benefited Cadbury as it has become a trend for the youngsters worldwide to celebrate occasions and use the chocolates as gifts. For a variety of reasons, Dairy Milk is very popular among the women consumers and teenage girls. Adult males and Teenage boys do not show any considerable adulation for chocolates or confectionery products which makes it a limited market segment for Dairy Milk products (Gilliand, 2016). This is the reason why Cadbury Dairy Milk has invested in developing marketing campaigns that celebrate the festivities. One very good example of such a marketing campaign is “Kuch Meetha Ho Jaye” campaign which is aimed to celebrate the various National as well as religious holidays and festivals like Diwali, Dussehra and Raksha Bandhan in India. This campaign enabled the brand to create the image of lucrative chocolate among the potential customers through love chocolates irrespective of the market segment to purchase from the brand (Lancaster & Massingham, 2017).
In addition to the special marketing campaign Cadbury has also introduced attractive packaging in order to support the same as people seem interested to buy Dairy Milk products due to the attractive packaging which is suitable for gift purposes. Apart from attractive packaging, the brand has also invested significantly to introduce premium packaging of the products as well as the boxes for all the products manufactured by the brand easily available to the targeted customers (Innocenti, 2018). The pricing strategy implemented by Cadbury Dairy Milk is very reasonable and this allows consumers from a wide spectrum of income level to afford and purchase Dairy Milk products. The marketing mix of Dairy Milk influences the consumer to undertake purchase decisions. The products are available worldwide which means standardization of taste and quality.
Segmentation based on Geography
Irrespective of climate, region or area it is safe to assume that chocolates are a lucrative pleasure item that is enjoyed all over the world. Chocolates are popular in urban rural as well as semi urban areas. The availability of Cadbury Dairy Milk products all over the world has made the brand world famous. The brand enjoys market in every developed and developing nation of the world. Dairy Milk produces a variety of different chocolate and confectionery products which are manufactured in the United Kingdom as well as the United States of America (Bell, 2017). The brand enjoys an enviable market reach all over the world. This means that the products manufactured by the brands are available all over the world. However it is necessary to identify the potential market of the brand. These markets are Europe, North and South America, East Asia, South Asia, Middle East, Central Asia, West Africa as well as the other regions. In order to keep up with the market demand Cadbury Dairy Milk has the manufacturing plants in countries such as Ireland, Italy, Canada, France, Russia to name a few. It has been observed that the products of Cadbury Dairy Milk are most suitable for people living in both Northern and Southern climates (Fernandes, Gupta & Vidyasagar, 2016).
Market segmentation based on psychographics
Cadbury Dairy Milk has a wide variety of products which has different sizes and designs. The sizes as well as the design are based on the psychographic segmentation. The Other aspect of psychographics for products manufactured by Cadbury Dairy Milk is customer attitude. The brand enjoys a positive customer attitude which is supported by the fact that the potential customers as well as the existing customers await the launch of newer products (Telang & Deshpande, 2016). The product manufactured by Cadbury Dairy Milk also challenges the lifestyle of those customers who are willing to try alternative products as a substitute to the conventional items.
Segmentation on basis of behaviour
The segmentation of the products manufactured by the brand on the basis of behaviour can be analysed easily. The most effective decision making for purchase of Dairy Milk products and confectionery is done by youngsters and children who are in the age bracket of 5 to 15 years. The majority of sales is done in this targeted age group and their decision making role is significant for understanding the behavioral segmentation present in Cadbury Dairy Milk (Confos & Davis, 2016).
The brand is a culmination of several emotions ranging from family bonding to personal achievement and the consumers primarily purchase Cadbury Dairy Milk products to celebrate the joyous occasion such as birthdays, anniversaries or any religious festivals. This allows the consumer to purchase chocolates on a regular basis irrespective of the requirement to relate the Purchase to the occasion or festivity.
There are several positive aspects of the brand. The easy availability and accessibility of the products is one of them as the consumers are able to purchase the same product from a Supermarket or a corner Store. This means that the supply chain management implemented in Cadbury is both reliable and efficient (Jha, Saini & Kaur, 2017). Quality is another parameter in which Cadbury has been able to make significant positive results. The brand is able to provide the consumers with quality products at an economic as well as affordable price as the brand prioritises customer preference and requirement over everything else. In order to deal with growing preferences of healthy consumers, the brand has introduced products which contain fewer calories than their normal counterpart. The brand is very well established and Cadbury Dairy Milk enjoys regular and potential consumers of products. The brand also enjoys and absolute loyalty in terms of product as the consumers does not look for other alternatives to satisfy their taste and notion of quality.
Consumer buying decision
The Purchase Decision undertaken by consumer for Cadbury Dairy Milk product has medium as well as high level of involvement. A Purchase Decision is a process which involves need identification, option generation and brand or product selection. These decisions are further classified into major and minor. The consumers can be influenced by wide range of factors such as personal, psychological, situational, social as well as cultural.
Situational factors are responsible for influencing consumer to make Purchase Decision in context of Cadbury Dairy Milk. The ability of the brand Utilise holidays festivals and special occasions as situations, people buy the Dairy Milk products. They are also influenced by psychological factors such as family values. Personal factors come into play in context of the children and youngsters who buy from the brand. Successful advertisement and effective marketing campaign supported by appropriate marketing mix is also responsible for influencing the consumer purchase decision (Bailey & Alexander, 2017).
References
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