Marketing Mix

Modeling

Jakeswar
sahu

Marketing Mix
E. Jerome McCarthy(McCarthy, J. 1960), was the first
person to suggest thefour P'sof marketing price,
promotion, product and place (distribution) which
constitute
themixmost
common
The marketing
refers to
the set variables used in
constructing
marketing
of actions, a or
tactics,mix.
that a
company uses to promote its brand
or product in the market. The 4Ps
make up a typical marketing mix Price, Product, Promotion and
Place. However, nowadays, the
marketing mix increasingly includes

 Cadbury
Dairy
Milkis
a
brand
ofmilk
chocolatecurrently manufactured byCadbury, except in
the United States where it is made by The Hershey
Company. It was introduced in the United Kingdom in
1905 and now consists of a number of products. Every
product in the Dairy Milk line is made with exclusively
milk chocolate. In 2014, Dairy Milk was ranked the best
selling chocolate bar in the UK.
The operations of Cadbury India initiated in 1948. It has
five manufacturing units all over India at Thane
(Maharashtra), Induri (Maharashtra), Malanpur (Madhya
Pradesh), Bangalore (Karnataka) and Baddi (Himachal
Pradesh). It has one cocoa operations office at

 Cadbury Indias one of the most popular brands,

Cadbury Dairy Milk is a benchmark for other chocolates
in India and is regarded as the gold standard.
Cadbury having more than 100 products in India and
overall chocolates market is growing 15% a year.
Cadbury is the company that has the leading global
market share for chocolates. The company faces strong
competition from many companies in North America
and around the world.
Mars/Wrigleys
Hershey's
Nestle

Product
The amount of milk content in dairy milk is
highest when compared to its competitors
The components used are sugar, cocoa butter,
vegetable fats, cocoa mass and emulsifiers
It comes in various sizes and targets all
The design of the chocolate is nearly the same
throughout the world

Product
Depth

Products in India

Price
It is priced same through out the country
It has adopted competitive pricing for
basic products and premium pricing for
other products
It is available in the price range of Rs 2
to Rs 600
Available in various sizes

Pricing

Place
Cadbury product are sold to
Wholesalers and retailers
2100 distributors
450000 retailers
Available in all supermarkets and
Kiryana stores

Promotion
The media mix for any campaign for diary milk
comprises of TV, radio, print, OOH and Internet
The advertisements are used to create an
emotional bonding with the consumers
The promotions increase brand loyalty,
encourage repeat purchases and at the same
time increase market share
Cadbury spends approximately 45 crore on
advertising.

Pappu Paas Ho Gaya

This ad aimed at positioning CDM as a sweet. In India
people celebrate every happy occasion by distributing
sweets. It was aimed to address the lower SEC in small
towns.
https://www.youtube.com/watch?v=xs-r6wJ7k0c

Kuch Meetha Ho Jaaye

Tried to relate to the consumers culturally by positioning
it as a sweet. All the ads are based on a joint family thus
relating to India culturally.