The paper "Marketing Strategy for Cadburys Dairy Milk Silk" is a perfect example of a marketing case study. Cadburys has been performing in the international arena and is one of the most sought after chocolate. The company has recently launched a new variant in the name Cadburys Dairy Milk Silk which is rich in chocolate and nuts. The report looks into various aspect of Cadburys Dairy Milk Silk in relation to the marketing objective, its target market and the positioning of the product. It will thereby help to devise a marketing strategy for Cadburys Dairy Milk Silk.
Also based on it and action and control programme will be developed which will help to ensure that customer satisfaction and the purpose for which the product was launched achieves its result or not. Purpose of the report To identify the marketing strategy of Cadburys Dairy Milk Silk in the short and long run To identify the target market and positioning of Cadburys Dairy Milk Silk To develop a marketing strategy for Cadburys Dairy Milk Silk based on the above To develop an action and control plan which looks into various aspect of Cadburys Dairy Milk Silk-like budgets, time frame and other relevant information To identify the potential Cadburys Dairy Milk Silk has and the manner it will be able to achieve it Product Objective The marketing objective for Cadburys Dairy Milk Silk can be subdivided into short and medium-term.
This is based on the backdrop that it will help to put a better strategy in place and will help to ensure that the product Cadburys Dairy Milk Silk is able to grow. The SWOT and the other mission statement helps to identify the following Short Term In the short term, Cadburys Dairy Milk Silk is looking towards increasing its market share.
Since it’ s a new product so the company expects that in the short term it will be able to garner about 2% of the population who have tasted the product and placed their views regarding it. Medium Term The company in the medium term expects to achieve the following through its persistent strategy Have a market share of Cadburys Dairy Milk Silk of at least 5% in the total Cadburys brand portfolio Eye the rural and urban population by expanding its reach and ensuring availability everywhere Increase the penetration of Cadburys in the Australian confectionery market (Ferrell, 2002) Improve the brand image of Cadburys Dairy Milk Silk by increasing awareness of the product through an integrated marketing mechanism To increase its market share in the chocolate industry as experts estimate “ the industry to grow by 18%-20% per annum” .
(Brown, 2007) To ensure repeat purchase by around 10% Thus the above marketing objectives for Cadburys Dairy Milk Silk have been identified on the fact that it is a new product which has been launched.
Further, the weakness identified also makes it important that the marketing statement works towards removing those. Target Market The target market for Cadburys Dairy Milk Silk is people who love chocolates. Cadburys Dairy Milk Silk has defined a target market for itself by concentrating on all age groups who are fond of chocolates. The target market for Cadburys Dairy Milk Silk is people who fall in the middle and upper class within the rural and urban region so that the target better addresses. A chart for the same has been provided in Appendix A.
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