SEGMENTATION, TARGETING & POSITIONING-DIARY MILK
SEGMENTATION:
The market for Dairy Milk is segmented in five ways. They are as follows:-
IMMEDIATE EAT: The immediate eat segment of the market contains
products which are purchased for immediate consumption. These purchases
are done on impulse to fill up, as a light snack etc.
HOME STOCK: The home stock segment of the market contains products
which are purchased for later use in and out of the home.
KIDS: The kids segment of the market contains products which are
purchased for children.
SEASONAL: The seasonal segment of the market contains products which
are purchased specifically at Easter, Christmas or other events such as
Valentine's Day.
GIFT: The gift segment of the market contains products which are purchased
for everyday gifting occasions.
TARGETING:
Dairy Milk is targeted at people from age 5 to 50. The smaller Rs. 5 pack is
aimed at kids and people with low income.
Silk from Cadbury is aimed at premium consumers and for gifts and
celebrations.
Aimed at people celebrating parties and for festivals as gifts and souvenirs.
17 | P a g e