STP Of Cadbury
The STP strategy:
In American indian markets, Cadbury India provides managed the markets well and is continuously improvising around the product offerings to different market segments. Very first step in the STP strategy is always to see how product is perceived inside the markets. Take a look at the website web pages of Cadbury India http://www.cadburyindia.com/heritage/chocology.asp - that clearly reveals how Cadbury is successfully eliminating the doubts and myths of eating chocolates. A history about chocolates and related advice about the product is likewise presented in the website. Next step will be segmenting the markets depending on the male or female, income, zones or areas, consumer attitude and buying procedure and some other basis that is certainly feasible inside the chocolate industry. After the sectors are known, provide this kind of product offerings to these market segments that gain the consumer organizations as well as helps to frame and design the marketing strategies. CadburyвЂџs product offerings are mostly based on the production capacity, pricing from the various packs, packaging patterns, storage services at the outlets, occasional and situational needs, celebrity endorsements and many other factors.
Targeting the industry segments, will be considered as the next important step. Unless markets are targeted with the item offerings, very few will purchase the product. Consequently , Cadbury India has recognized its product offerings to specific category of consumer groups. For instance , Cadbury Temptations and Bourneville are meant for higher end consumer groupings who are willing to pay more to get the dark chocolates. Recently, Cadbury features SILK as a product supplying and goals anyone who canвЂџt resist delicious chocolate. Cadbury MAN MADE FIBER is only one other product item in the CDM product line. The immediate step that will follow Targeting is Placing the product offerings in the minds of consumers. After the Worm Controversy in October 2003, Cadbury encountered lot of buyer grievances, enquiries, questions...