NATIONAL LEVEL STUDENT DEVELOPMENT PROGRAMME

The programme was conducted by Dr. Gautam. I. Trehan Associate professor for two days 18/10/2021 and 19/10/2021.

The STP Model consists of three steps that help you analyze your offering and the way you communicate its benefits and value to specific groups. STP stands for:

Step 1: Segment your market.

Step 2: Target your best customers.

Step 3: Position your offering.

Brand positioning

Brand positioning has been defined by Kotler as “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”. In other words, brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds. A brand positioning strategy, therefore, involves creating brand associations in customers’ minds to make them perceive the brand in a specific way. Google Search is a web search engine owned by Google Inc. ...

The main purpose of Google Search is to hunt for text in publicly accessible documents offered by web servers, as opposed to other data, such as with Google Image Search. Cadbury India’s segmentation of its products has been a mix of several factors. Consumers from every stratum of society are enjoying Cadbury products.

Cadbury Bournvita, for example, has been positioned as a must-have for growing children and has been targeted to the parents of small children between the age of 2-8 years old. These days Bournvita is also quite popular among millennials. It is an affordable product and can be purchased by any income class.

Whereas, Cadbury Temptations and Bournville are premium chocolates that can be afforded by higher-income consumers. Dairy Milk Silk has been targeted at millennials and those who cannot resist chocolates.

Cadbury has been around for a long time. As one of the leading confectionery companies in the world, it has managed to create innovative ways to market its products. In this section, we would go through popular Cadbury Digital Marketing campaigns such as Dairy Milk’s advertising campaigns, Oreo’s campaign and other strategies which have helped them stay relevant in the minds of consumers. From their social media marketing outlook, its marketing campaigns to places where they can improve, all bases will be covered. Instagram: - It should also have to work on increasing its follower’s base on Instagram as it’s popular among teenagers of this generation. The engagement ratio is way less than most of its competitors. Twitter

Cadbury’s Twitter page has 8600 followers at the time of writing this article which is much lesser than its nearest competitor Nestle who has 1.4 million followers. It is also yet to create its Twitter handles for its popular Bournvita, Gems, etc.