Stp of Cadbury
STP Of Cadbury
The STP strategy:
In Indian markets, Cadbury India has managed its markets very well and is constantly improvising on the product offerings to different market segments.
First step in the STP strategy would be to see how product is perceived in the markets.
Have a look at the website pages of Cadbury India http://www.cadburyindia.com/heritage/chocology.asp - it clearly shows how Cadbury is successfully eliminating the doubts and myths of eating chocolates. A history about chocolates and related information about the product is also presented in the website.
Next step will be segmenting the markets based on the gender, income, zones or areas, consumer attitude and buying process and any other basis that is feasible in the chocolate market. After the segments are recognized, provide such product offerings to these markets that benefit the consumer groups as well as helps to frame and design the marketing strategies.
Cadbury‟s product offerings are mostly based on the production capacity, pricing of the various packs, packaging designs, storage facilities at the outlets, occasional and situational demands, celebrity endorsements and many other factors.
Targeting the market segments, will be considered as the next important step. Unless markets are targeted with the product offerings, very few will buy the product. Therefore, Cadbury India has distinguished its product offerings to specific class of consumer groups. For example, Cadbury Temptations and Bourneville are meant for higher end consumer groups who are willing to pay more for the dark chocolates. More recently, Cadbury has introduced SILK as a product offering and targets anyone who can‟t resist chocolate. Cadbury SILK is only another product item in the CDM product line.The immediate step that would follow Targeting is Positioning the product offerings in the minds of consumers. After the Worm Controversy in October 2003, Cadbury faced lot of consumer grievances, enquiries,
The STP strategy:
In Indian markets, Cadbury India has managed its markets very well and is constantly improvising on the product offerings to different market segments.
First step in the STP strategy would be to see how product is perceived in the markets.
Have a look at the website pages of Cadbury India http://www.cadburyindia.com/heritage/chocology.asp - it clearly shows how Cadbury is successfully eliminating the doubts and myths of eating chocolates. A history about chocolates and related information about the product is also presented in the website.
Next step will be segmenting the markets based on the gender, income, zones or areas, consumer attitude and buying process and any other basis that is feasible in the chocolate market. After the segments are recognized, provide such product offerings to these markets that benefit the consumer groups as well as helps to frame and design the marketing strategies.
Cadbury‟s product offerings are mostly based on the production capacity, pricing of the various packs, packaging designs, storage facilities at the outlets, occasional and situational demands, celebrity endorsements and many other factors.
Targeting the market segments, will be considered as the next important step. Unless markets are targeted with the product offerings, very few will buy the product. Therefore, Cadbury India has distinguished its product offerings to specific class of consumer groups. For example, Cadbury Temptations and Bourneville are meant for higher end consumer groups who are willing to pay more for the dark chocolates. More recently, Cadbury has introduced SILK as a product offering and targets anyone who can‟t resist chocolate. Cadbury SILK is only another product item in the CDM product line.The immediate step that would follow Targeting is Positioning the product offerings in the minds of consumers. After the Worm Controversy in October 2003, Cadbury faced lot of consumer grievances, enquiries,