Segmentation, Targeting and Positioning

SEGMENTATION

Cadbury Dairy Milk Silk cannot connect with all customers in large, broad, or diverse markets. It has to divide such markets into groups of consumers or segments with distinct needs and wants.

Segmentation can be defined as a marketing strategy that involves dividing a broad market into subsets of consumers with common needs and wants. 

TARGET MARKET

POSITIONING

The product Cadbury Dairy Milk Silk has been positioned as a high end product. 

Over the years Cadbury Dairy Milk has positioned itself as an all-time favorite chocolate that is meant for all irrespective of the age, class and gender. It has been always marketed as a chocolate having the contemporary taste but which is affordable, with several variants to select from and over the time it has been trying to position itself as an alternative to the traditional Indian sweet.

But with the entry of Cadbury Silk it has tapped the premium range. Silk is a premium variant of dairy milk and aims to give an upmarket stretch to the core brand.

The positioning of Silk is 'Smoother, Creamier and Chunkier'. The communication focuses on the experience of eating chocolate with childlike innocence and unabashed joy. The tagline 'Have you felt Silk lately?' tries to give a refreshing feel to the entire experience of chocolate eating.

India is a constantly evolving market as far is modern trade is concerned. While retailers are working on modifying formats, offerings and positioning, the shopper is seeking more value in everything he purchases. This has led to the emergence of specialty formats at the top end, in the form of gourmet stores. As a result, for our set of premium offerings, the demand for Cadbury Silk has grown constantly. The consumer who purchases silk for the first time will consume it only for the craving for the silk chocolate. The ads influence the audience to a great extent and the tempting product got the audience to drool over the chocolate.