Cadbury's Dairy Milk: Marketing Plan
PROJECT B: MARKETING PLAN
INSTRUCTIONS:
1. The groups are required to prepare a "Marketing Plan" in the prescribed format i.e. Using this format will produce a 30 to 40 page plan.
2. The report should have the relevant material under the following headings:
Executive Summary- talk about the macro environment (economy, legal, sociocultural etc.)
Market Analysis-
Define market in general and for your chosen product/company
Successful businesses and products are built on a thorough definition of their markets. Who are the customers as well as the potential customers who will expand the business of the company? What are their unmet needs and aspirations? Where are they going and how can you reach them?
The marketing communications strategy for CDM evolved over the years. From the mid-nineties, the company decided to target the Indian adult through Cadbury's Dairy Milk. The CIL also made efforts to manage the worm controversy' in October 2003 to maintain the brand image of the company. Cadbury's Dairy Milk (CDM) is its flagship brand, having a market share of 30% and average daily sales of 1 million bars. Till the mid-nineties, CIL's marketing communication campaigns for CDM were targeted at kids. The advertisements focused on the relationship between the parents and their children, where parents expressed their love by gifting the child a Dairy Milk. However, in 1994, CIL changed its tack and the communication campaigns were targeted at adults, to expand the chocolate market and increase sales.
Market size
Sizing opportunities is critical in today's market, because each individual product has a smaller, more targeted sweet spot; so over- or underestimation of an opportunity can have devastating effects. The approach goes beyond sizing the current market to explore other possibilities and scenarios, based largely on an understanding of whom target consumers are and where their lives are taking them. This is essential to creating
INSTRUCTIONS:
1. The groups are required to prepare a "Marketing Plan" in the prescribed format i.e. Using this format will produce a 30 to 40 page plan.
2. The report should have the relevant material under the following headings:
Executive Summary- talk about the macro environment (economy, legal, sociocultural etc.)
Market Analysis-
Define market in general and for your chosen product/company
Successful businesses and products are built on a thorough definition of their markets. Who are the customers as well as the potential customers who will expand the business of the company? What are their unmet needs and aspirations? Where are they going and how can you reach them?
The marketing communications strategy for CDM evolved over the years. From the mid-nineties, the company decided to target the Indian adult through Cadbury's Dairy Milk. The CIL also made efforts to manage the worm controversy' in October 2003 to maintain the brand image of the company. Cadbury's Dairy Milk (CDM) is its flagship brand, having a market share of 30% and average daily sales of 1 million bars. Till the mid-nineties, CIL's marketing communication campaigns for CDM were targeted at kids. The advertisements focused on the relationship between the parents and their children, where parents expressed their love by gifting the child a Dairy Milk. However, in 1994, CIL changed its tack and the communication campaigns were targeted at adults, to expand the chocolate market and increase sales.
Market size
Sizing opportunities is critical in today's market, because each individual product has a smaller, more targeted sweet spot; so over- or underestimation of an opportunity can have devastating effects. The approach goes beyond sizing the current market to explore other possibilities and scenarios, based largely on an understanding of whom target consumers are and where their lives are taking them. This is essential to creating