4 PS of Cadbury Dairy

Milk Silk
Tem Members: Alem Kaba Longkumer

Asif Jamal
Asish Sharma
Ronit Kundu

Parent Company- Mondelez

International
American multinational confectionery
Founded by Thomas H. McInnerney
Headquartered in Deerfield, Chicago, U.S
The name was adopted in 2012 (formerly called J L Kraft & Bros.
Co.)
$ 36 billion company
Brands marketed in 165 countries
107000 employees worldwide
$ 9 billion brands
Popular brands- Oreo, Toblerone, Cadbury, Halls

Need Identification
Indian consumers were craving for smoother, creamier and finer
chocolate available internationally
Thats where SILK came into existence

Consumer Insights
People are ready to experiment
The traditional way of gifting in an occasion is also evolving

STPD
Segmenting Demographic income, age (17-40 mainly)

SEC

A1, A2, A3
Behavioural Occasion (Birthdays, anniversary, festivals)

Benefits (Stress relief, depression)

Positioning Softer, Smoother & Silkier

B1,B2,C1,C2,
D1
D2,E1,E2,E3

Levels
Upper high
Upper Upper
Upper
Upper middle
Middle
Lower Middle
Lower
Below Poverty
Line

Buying Process
Problem
Recognition

Information
Search

Evaluation
Of alternatives

Purchase
Decision

Post Purchase
Behavior

Problem
Recognition
To cater to Indian

Information
Research
Persona
l

Consumers craving for

Smoother, Creamier &
finer chocolate available
internationally

Commercia
l

Evaluation Of Alternatives
Total Set

Nestle extra
smooth
Cadbury Silk
Ferraro
Roucher
Amul Milk
chocolate
Mars
Campco
M&Ms
ChocoOn
Lotus
Chuckles

Awareness Set

Nestle
extra
smooth
Ferraro
Roucher
Cadbury
Silk
Amul Milk
chocolate
Mars
Campco
M&Ms

Consideration
Set
Nestle
extra
smooth
Ferraro
Roucher
Cadbury
Silk
Amul Milk
chocolate
Mars

Choice Set

Decision

Amul Milk
Chocolate
Ferraro
Roucher
Cadbury
Silk

Cadbury
Silk

Purchase Decision

Customers
considers the
brand, i.e.,
Cadbury
Customers
considers the
opinion of closed
ones
Negative attitude
of others also
influence
purchase decision

Post Purchase Behavior

Satisfaction

Actions
Likely to buy the product again
and recommend their piers

PRODUCT STRATEGY
Product Level hierarchy
Core Benefit: Small snack, occasions, stress
buster
Basic Product: Cadbury Dairy Milk
Expected Product: 5 star
Augmented Product: Cadbury Dairy Milk
SILK
Potential Product: Cadbury Temptations

PRODUCT CLASSIFICATION
A.Durability and Tangibility: Nondurable goods because it
is consumed in one or few uses

B.Consumer Goods Classification: Convenience goods

because it is purchased frequently, without any planning or
efforts(Impulse Goods)

Product Differentiation
Form: Various forms of silk like
Dairy Milk Silk
Dairy Milk Silk Bubbly
Dairy Milk Silk Fruit & Nut
Dairy Milk Silk Orange Peel
Dairy Milk Silk Roast Almond
Dairy Milk Silk Caramello

Product Differentiation
Features: The

features of Dairy Milk Silk are:

Smoother Chocolate
Creamier
Melting in the mouth that gives child like
experience

Product Differentiation
Customization: Chocolate

being associated with love from

a longer period of time, Cadbury spotted this opportunity
and came up with Say it with Silk campaign for the
Silkaholics

https://www.youtube.com/watch?v=03UZnUv1zE4

How was it done

??

Customers can go and have their message engraved on the

chocolate
Came up around January,2010
Cadbury used the Season of Love(i.e. Valentines Day) to
promote its product

Product Differentiation
Performance Quality: Cadbury Silk provides superior quality of
product
Quality is continuously improving with new
products
Helped them to retain market share
Helped them to retain customer and their
changing preferences

Conformance Quality: Cadbury Dairy milk silk has a high

conformance quality because
All produced units are identical
All products units meet promised specifications

Design

Design of the Cadbury Dairy Milk Silk is very attractive and catchy

Cadbury Dairy Milk

Silk

Product Mix
Fruit & Nut
Orange Peel
Roast
Almond
Caramello
Bubbly

Product Mix Pricing

Segments

Product

Pack Size
(gms)

Rate
(Rupees)

Premium

Dairy Milk
Silk

60

55

Premium

Dairy Milk
Silk
Fruit & Nut

60

75

Premium

Dairy Milk
Silk
Orange Peel

60

75

Premium

Dairy Milk
Silk
Bubbly

60

70

Super
Premium

Dairy Milk
Silk

145

100

Super
Premium

Dairy Milk
Silk
Fruit & Nut

145

150

Packaging
Cadbury Dairy Milk Silk packaging is in purple colour
Purple colour inspires unconditional love
Purple attracts female more
Purple attracts youth
Purple colour gives a feel-good impression
Purple is also used to signify a premium product

Product Life Cycle

Launched in 2010
Continuously
evolving with
customer
preferences

Product
Made from real dark chocolate
The design of the chocolate is
same through out the world
The amount of milk content is
highest as compared to other
competitors
The components that are used
in making are sugar, cocoa
butter, vegetable fats, cocoa
mass, emulsifiers

Place
The company has five company
owned manufacturing capacities
The distribution structure is such
that it sells directly to retailers
(450,000) and the wholesalers
(21,000)

Price
Cadbury Dairy Milk Silk is priced a little
higher than its own products as it falls in
the premium chocolate category
The same price is followed all across the
country
Cadbury Dairy Milk Silk is available in
various prices

Promotion
The media mix for silk comprises of TV,
Print, Internet, OOH
The ads are high on emotional content
The promotions are made to increase
brand loyalty and to encourage repeat
purchases
Silk increases its visibility encouraging
free samples through competitions

Pricing Strategy
Competitors

Price

Ferrero Rocher (200

gms)

385

Amul Milk Chocolate

(150 gms)

100

Mars (60 gms)

75

Nestle extra smooth

(36 gms)

40

Cadbury Dairy milk Silk

(60 gms)

55

Cadbury Dairy milk Silk 100

(145 gms)
Analysis :
In terms of competitors, it follows Market-Penetration Pricing
In terms of its own products, it follows Market-Skimming Pricing