Bradbury's Segmentation And Segmentation Of Cadbury
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Cadbury’s existing segmentation:
The author thinks that Cadbury has segmented its products in a vast area and covered many bases of the segmentation criteria. Based on income level: Each chocolate bar comes in different grams and different prices that would suit according to the income level of an individual. Products like Cadbury Silk and Cadbury Bourneville are targeted for the higher masses. Cadbury Silk differs from Dairy Milk since it’s creamier, softer, and easier to melt in the mouth. It has a different thickness to it that lets the chocolate taste last in your mouth. The tag line said, “Have you felt the Silk lately?” because the touch of that chocolate feels like silk in your mouth. It comes in different packaging sizes with price ranging from Rs. 60 – Rs. 150. Silk also comes in five different flavours.
Many different boxes of Celebrations come with different variants available. Boxes according to flavours are in two types: a simple Celebrations box with different Cadbury products inside it, like, Cadbury Gems, Cadbury Perk, Cadbury Dairy Milk, Cadbury Dairy Milk Crackle, etc. segmented towards middle class people. Another flavour is Cadbury Celebrations Rich Dry Fruit in which the box is filled with small chocolate nuggets of dry fruits like almond, cashew nut, raisins, hazel nut, and more. These are segmented towards a higher class of people.
Based on age group: Further, Cadbury has segmented its products for kids as well; targeting children aged 5-15