Nawasakram

M.Nawas.Akram & M.kashif

Mam Beenish khan

Marketing Management

BBA-B3 5th Semester

Fa11–BSBA-015 & Fa11-BSBA-008

22-09-2013

Table of Contents

Executive Summary: 3

Introduction of Company Cadbury: 3

History: 3

Vision and Mission Statement of Cadbury’s: 3

Mission Statement: 4

Product Varieties: 4

Understand the Market place and Customer Needs: 5

Designing a Customer Driven Marketing Strategy: 5

Selling concept: 5

Marketing concept: 5

Customer Driven marketing Strategy of Cadbury Dairy milk: 5

Market Segmentation: 5

Demographic segmentation: 6

Age and life cycle: 6

Gender: 6

Income: 6

Generation: 6

Behavioral Segmentation of Cadbury dairy Milk: 6

Decision roles: 6

Occasion: 7

Benefits: 7

Marketing Mix Strategy of Cadbury Dairy Milk Chocolate: 8

Product: 8

Strategy: 8

Price: 8

Strategy: 8

Place: 8

Strategy: 9

Promotion: 9

Strategy: 9

Slogan of Cadbury dairy milk: 9

Conclusion 10

Executive Summary:

The assignment which we choose is on Cadbury Company which made Confectionery items and different types of chocolate products. The product which we choose is Cadbury Dairy Milk Chocolate. Cadbury is a Multinational Company and its business is worldwide.

This assignment covers the following topics: The introduction and the history of the company, Strategic planning of this company like Vision, mission statement and the customer driven marketing strategies of that company like (market segmentation, targeting and positioning).The assignment also covers the Four P’s of marketing (Product, Price, Place and Promotional strategies).It also covers about the Positioning strategy like how company sets its positive position and in the minds of consumers. It also tells about Slogans and about the target market of this product.

Introduction of Company Cadbury:...