Cadbury ppt @ bec doms bagalkot mba

• 1. Subject:-Marketing ManagementProject on Cadbury chocolate company

2. WEL-COME 3. INTRODUCTION of CADBURY COMPANYThe company was started in 19th century on July 1948 as a private limited company, under the name of the Cadbury fry (India) private limited and commenced business soon thereafter. Manufacturing facilities were set up gradually 4. BOARD OF DIRECTORS OF CADBURY INDIANAMEDESIGNATIONC.Y.PAL Chair PersonRajiv WahiVice ChairmanJaiboy phillips Non Executive DirectorV .Chandramouli Executive DirectorSunil SethExecutive DirectorSanjay PurohitExecutive Director 5. LOGO OF THE companyTHE REAL TASTE OF LIFE 6. Cadbury mission statement says Simply cadbury was quality this is our mission & promise. 7. Promotion of brands carrying mass franchise withoutcomprise on quality or margins. Increasing the market depth including rural indias coverage. Better product quality and packaging. All round efficient utilisation of tangitable as well asintangible such as brands and people. Efficient working capital management. Depreciation charge to meet the CAPEX needs every year. Surplus cash so generate to either gainfully and meaningfullyreinvested in business or return to Stake holders. 8. Different Brands of Company Cadbury Dairy Milk Perk Cadbury Celebrations 5 Star Crunchy Beverages (Bournvita) Eclairs Halls 9. BRANDS Core NeedsAuxiliary NeedsCadbury Dairy Milk Taste , Sweetness,Deliciously smooth texture Enjoyment & unique creamy tastyPerk Taste , Sweetness,Wafer chocolate Light and Enjoyment crispy5 Star Crunchy Taste , Sweetness,Cingering taste of Enjoyment Togetherness & Soft & ChewyBeveragesTaste , Sweetness,To grow Strong & Healthy.(Bourn vita) EnjoymentCelebrations Taste , Sweetness,Tasty, Rich looking and Enjoyment StatusclairsTaste , Sweetness,Delicious journey to a heart Enjoyment of rich chocolate.HallsNasal and Throat relief Mouth Refreshment 10. APPROACHES EXTENT JUSTIFYPRODUTIONPartiallyAll brands of products are widely available withCONCEPTapplicable low cost expect celebration which is high cost soit is partially applicable.PRODUCTFully applicable Here products are given importance withCONCEPT superiority. Unique features like Cadbury dairymilk colorful primary packaging over a thinaluminums foil is used.5 star comes its classesgolden color. Perk has color combination of blue,yellow, red and brown, clairs is a toffee versionof chocolate packed in combination of blue andyellow. These chocolate includes rich variantsfruits and nut, craclsle and roast almond, andrich dry fruits. 11. APPROACHES EXTENT JUSTIFYSelling conceptPartiallyAttracting customers by giving advertisements applicable through media. in India Cadbury is highestselling chocolate brand with 70% marketdominations. In order to increase its consumerbase, it comes up with new campaign toincrease the consumption of chocolatesMarketing conceptFully applicable Cadbury always focus on delivering best of itscustomer in order to get best cocoa for itschocolates.Societal marketing Fully applicable Cadbury competitors are not only restricted toconcept chocolate industry but also small sweets shopowners. cadbury has positioned itself as thatwhenever people want to have sweet then theyshould have cadbury chocolate. Company haslaunched dairy milk desserts for the same.Company wants to be a part of every Indianconsumer happiness, joy and celebrations. Forthis company has come up with campaigns topromote its product to the child in every adult.real taste of life is one such campaign fromthe company. 12. Swot analysis of Cadbury companySTRENGTH:1.Cadbury is the largest global confectionery supplier, with 9.9% of globalmarket share.2.High financial strength (Sales turnover 1997, 7971.4 million and 9.4%). 3.Strong manufacturing competence, established brand name and leader ininnovation.4.Advantage that it is totally focused on chocolate, candy, chewing gum,unique understanding of consumer in these segments.5.Successfully grown through its acquisition strategy. Recent acquisitions,including Adams, 2003, enabled it to expand into important markets like the USmarket. 13. WEAKNESSa reputation for new product development and1. Cadbury has creativity. However, they remain vulnerable to the possibility that their innovation may falter over time.2.The organization has a strong presence in the United States of America, UK and India. It is often argued that they need to look for a portfolio of countries, in order to spread business risk.3. Cadburys recall over 1 million chocolate bars over salmonella fears4.The organization is dependant on a main competitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should the need arise. 5. The company has no apprehensions of cannibalization of its chocolate brands. 14. OPPURTNITIES1.Cadbury company is very good at taking advantage of opportunities.2. The company has the opportunity to expand its global operations. New markets with new products which are limited in particular region.3. Cadbury has decided to focus on a few of its key brands such as Cadbury Dairy Milk, Bourn vita, clairs and Halls to drive growth for the company.4. Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential.5. Cadbury India is attempting to increase the declining market for chocolate with innovation, one of which is its sweet snack, Bytes6. Brand ambassador Amitabh Bachchan for advertising there new products. 15. THREATS1. Who knows if the market for Cadbury will grow and stay in favour with customers, or whether another type of beverage or leisure activity will replace coffee in the future?2. Health organization have so many barriers for new development3. Cadburys are exposed to rises in the cost of chocolate and dairy products.4. Entry into salted snacks was ruled out so it is important to do new innovation and marketing research. 16. DIFFERENT BRANDS ANDFEATURESBRAND NAME FEATURESDIARY MILK The chocolate with deliciouslysmoothTexture and unique creamy taste. Cadbury diary milk, fruit andnut and whole nut are the of the best lovedvarieties of Cadbury mega brand. 17. CELEBRATIONS The above product will be deliverable in all over India. It consists of all chocolates of Cadbury which is beautifully packed and used to present as a gift pack. ECLAIRSThe two classic ingredient of toffee and chocolate combined together to create a truly unique experience. 18. HALLSIts ayurvedic proprietary medicine which consists ofniligiri tailam, shakara(sugar base), nimbus. Whichreliefs from throat and cold problems.5_STAR Which contains added identical and artificialflavoring substances. Lose yourself in the yummymode. 19. PERK Which have the extra taste of Cadbury diary milk . Perk contains wafer layers with Choc cream and wheat flour and different ingredients. 20. PUNCHLINE AND BRAND AMBASSDORPRODUCT NAME: DAIRY MILKDAIRY MILK Kuch mita ho jayee 21. PUNCHLINE AND BRAND AMBASSDORProduct name: Perk PUNCH LINETHODI SI PET POOJA 22. PUNCHLINE AND BRANDAMBASSDORPRODUCT NAME: HALLSTHANDI SAANS KABLAST 23. PUNCHLINE AND BRANDAMBASSDOR Product Name: 5 StarJO KHAYE KHOJAYE 24. PUNCHLINE AND BRANDAMBASSDORPRODUCT NAME:CELEBRETATION PUNCH LINE RISHTO ME MITAS 25. PUNCHLINE AND BRANDAMBASSDORPRODUCT NAME:ECLARS 26. PUNCHLINE AND BRAND AMBASSDOR PRODUCT NAME:BUBBALOPUNCHLINE:BUBBATHECAT 27. PUNCHLINE AND BRANDAMBASSDORPRODUCTBYTESNAMEPUNCH LINEHARSNACKNAMKINNAHI HOTA 28. PUNCHLINE AND BRANDAMBASSDORPRODUCT NAME BOURNVITAPUNCH LINENATURE ANDSCIENCETAN KI SHAKTIMAN KI SHAKTI 29. BRANDS COMPETITORS CADBURY NESTLE CHOCOLATESPARLE-GCHOCOLATESDIARY MILKKITKAT MALODY CHOCOLATE PERK MUNCHMANGO BITE, KUCCHAMANGO FIVE STAR MILKYBARKISMI BARBEVERAGESBOURNVITA BOOST -------------SNACKSBYTES MAGGI NODDLESMUSST Bites, MONACO bites ,Sixer 30. COMPETITORS OBJECTIVES COMPETITORSOBJECTIVESNESTLE Aim to build a business as the worlds leading nutrition, health andwellness company basedon soundhuman values and principles. 31. 1. Diversification: Nestle has a wide product portfolio encompassing baby foods and dairy products, chocolates and breakfast cereals and food seasoning.STRENTHS 2. Joint ventures: Nestle holds joint ventures with leading businesses like Coca Cola, General Mills and LOreal which allow it to access their technical knowledge to further develop its own brand. 3. Influencing consumer decisions: With its innovative and attractive advertising campaigns Nestle is able to influence customers buying decisions. 4. Established brand across the globe: With an employee base of over 200,000, annual revenues of more than $120 billion and a presence in more than a 100 countries, Nestle brings with it a strong brand name and knowledge of different markets all over the world. 32. WEAKNESS1. Negative effects on the brand image: The investigations into thecontroversial advertising campaign that promoted infant milkproducts over breastfeeding and the usage of slave labor for its plantsin African countries continue even today and Nestls brand name hasbeen negatively affected due to the media campaigns covering thisissue.2. Storage and transportation problems: Because the Indian foodindustry is not developed enough to handle complex storage andtransport requirements, Nestle has a difficult job of providingproduct quality at centers far off from the manufacturing base.3.Complex supply chain management: Nestle has a complex supplychain management and the main issue for Nestle India is itstraceability 33. OPPURTUNITIES1. Growing middle class: The growing middle class and the highpercentage of youth population provides an excellent opportunityfor Nestle to use its existing range of kiosks in malls andeducational institutes to build a loyal brand following.2. Urbanization and nuclear families: With the Indian societymoving towards a more urban and nuclear family society, Nestlehas huge market for its products like Maggi and Dahi and othermilk products.3. Low labour costs in developing countries: Since manufacturingof some products is cheaper in India than in other South EastAsian countries, Nestle India could become an export hub for theparent in certain product 34. THREATS 1. Cost of raw materials: Inflation rising atthe pace that it is puts a strain on Nestle forbuying its raw materials like food grains and yetmaintaining its margins.2. Indians perception towards fresh foods: Indiansbelieve in eating fresh foods instead of ready toeat products, which provide a major hurdle in themarketing of Nestle products across the country. 35. CONT3. Exports to a single location: The companys exports stood atRs 2,571 m at the end of 2003 (11% of revenues) andcontinue to grow at a decent pace. But a major portion ofthis comprises of Coffee (around 67% of the exports werethat of Nescafe instant to Russia). This constitutes a bigchunk of the total exports to a single location. Historically,Russia has been a very volatile market for Nestle, and itsoverall performance takes a hit often due to this factor.4. Liberalization of trade and investment policies: Nestlefaces immense competition from the organized as well as theunorganized sectors. Off late, to liberalize its trade andinvestment policies to enable the country to better function inthe globalised economy, the Indian Government has reducedthe import duty of food segments thus intensifying thebattle. 36. WHOM TO ATTACK AND WHOM TO AVOIDCompetitors NestleParle g AmulStrong-Weak Close-Distant - Good BadAttackAvoid 37. FOUR PS OF CADBUARYPRODUCTPRICE PLACE PROMOTIONDAIRY MILK RS.5,10,20, Advertisement s and giving offers in The company occasion times using two wayPERK RS.2,5 distribution channel.CELEBRATIONS RS.60,2505-STAR RS.3,5,10,BOURNVITARS.131/KGHALLSRS.50PS 38. PRICING STRATEGYCost Based Pricing StrategyThe company adopting Cost based pricing strategy. They set price based on producing manufacturing cost and it includes selling and distributing cost also. 39. STAGES OF CONSUMER DECISIONPROCESSStages involved: Need Recognition. Information Search. Evaluation of Alternative. Purchase Decision. Post Purchase. 40. FACTORS INFLUENCING BUYING BEHAVIOUR FACTORS HIGH/MEDIUM/LOW JUSTIFICATION IMPACTCultural factors High Impact According to the consumer emotions love and affection all these factors influence to buy the product .all class people are preferred to eat chocolate for enjoyment and for testy purposeSocial factorHigh Impact Friends and family members neighbors (reference group) are highly influences to buy the product. 41. High Impact According to this factorPersonal factorsthe age of the consumerhighly influence to theproductPsychological factors Low ImpactMany of consumersbeliefs that chocolate mayeffect to teeth. And theycontain germs. So theynot prefer to morechocolates 42. Conclusion After studying the overall report we come to conclude that the company has a good market share and good brand image in a Indian market. The market share of a company is 79% they acquired the whole Indian market. After studying of competitors we came to know that they do not have strong competitors in Indian market. To promote their product in the market. They take the brand ambassadors like Amitabh Bachan, Preity zinta. Finally we come to conclusion that the company is having good position in an Indian market. 43. Thank you