Dividing a market into smaller groups with distinct needs, characteristics or behaviours who might require separate products or marketing mixes. For example, Cadbury Diary Milk strategies went through a considerable change. It now catered from children to adults and from chocolate to mithai. As the tagline goes “Khane walon ko kahne ka bahana chahiye”. Later came the campaigns of “Pappu paas ho gaya” acknowledged the market potential for college-going youth. The treats for passing exams were now a Cadbury instead of a mithai. Cadbury’s Dairy Milk has come out with such memorable ad-campaigns, which settled into the hearts of everyone.
Right now Cadbury’s new advertisement campaign is doing the rounds over the television. “Meetha hai khana, aaj pehli tareekh hai” is the tagline that the chocolate has come out with. It tries to bring forth the excitement, which lies in the minds of the general public as they wait for the first date of each month on the calendar. The monthly salary stashed in their hands enables them to celebrate and rejoice by spending it on Cadbury’s Dairy Milk. The advertisement campaign of Amitabh Bachchan, dressed up as a villager, proudly announcing that his daughter won contests for cattle, brought out the laughs and struck a chord with the same segment of people. Cadbury’s today holds 30 per cent market’s share in the confectionaries industry and sells around 1 million bars a day.
Right now Cadbury’s new advertisement campaign is doing the rounds over the television. “Meetha hai khana, aaj pehli tareekh hai” is the tagline that the chocolate has come out with. It tries to bring forth the excitement, which lies in the minds of the general public as they wait for the first date of each month on the calendar. The monthly salary stashed in their hands enables them to celebrate and rejoice by spending it on Cadbury’s Dairy Milk. The advertisement campaign of Amitabh Bachchan, dressed up as a villager, proudly announcing that his daughter won contests for cattle, brought out the laughs and struck a chord with the same segment of people. Cadbury’s today holds 30 per cent market’s share in the confectionaries industry and sells around 1 million bars a day.
Reference:
http://www.indiastudychannel.com/resources/83859-Marketing-Segmentation-strategies-used-by-Cadbury-s-Titan.aspx
1 comments:
This is absolutely right.. They segmented People step by step. first they catch up childs then youngsters,, By showing Amitabh in Add they are catching adults to0.. As they also reducing their price at great pace, as Dairy mmilk with almonds earlier were 60 rupees now it came out round about 40 rupees. which is also attracying people a lot more.
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