Cadbury's marketing ppt

The sweetest story ever told… or heard

Choc

olat

e bea

ns

HISTORY OF CADBURY Started by John Cadbury Factory in Bourneville in

1861- largest chocolate production in U.K

1897- Manufactured 1st milk chocolate.

1950- First overseas factory near Hobart, Tasmania.

1960’s- Larger factory with his brother selling 16 type of drinking chocolates.

Today the largest confectionery company in the world;70,000+ employees.

CADBURY INDIA

In India, Cadbury began its operations in 1948 by importing chocolates.

It today has 5 company-owned manufacturing facilities & 5 sales offices in 5 metros. The corporate office is in Mumbai.

Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world! The brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India.

VISION

The Barrow Cadbury’s Trust’s Vision is of a peaceful, equitable society free from discrimination and based on the principle of social justice for all.

MISSIONThe Barrow Cadbury’s Trust’s Mission is to promote social justice through grant making, research, influencing public opinion and policy and supporting local communities.

OBJECTIVES To become the World’s Biggest and Best

Confectionery Company. To make lots of chocolate & improve the quality of

their chocolate. Have loads of stores worldwide. To be an ongoing company & achieve revenue growth

of 20% per year. Increase earnings by 15% annually & dividends per

share by 7% per year.

ACHIEVEMENTS• 2008- SILVER award for the 'Most Effective Use of

Advertising‘.• 2008- Cadbury India has been ranked as the 7th Great

Place to Work and the No. 1 FMCG company in India.• Cadbury Dairy Milk & Bournvita have been declared a

`Consumer Super brand' for 2006-07.• Cadbury India has been ranked 5th in the FMCG sector,

by Business World magazine in 2007.

THE 4P’s OF CADBURY

PLACE Produced at the chocolate factory in Bourneville in

Birmingham. It is then transported to the stockrooms. After this Cadbury sells it products to shops

that deal with beverages and confectionery e.g. corner shops, superstores.

They then sell it to the general public.

PLACEFive company-owned manufacturing facilities:

Thane

Induri (Pune)

Malanpur (Gwalior)

Bangalore

Baddi (Himachal Pradesh)

4 sales offices: New Delhi

Mumbai

Kolkota

Chennai

Corporate/Head office: Mumbai

THESE FACTORIES

CHURN OUT CLOSE TO 8,000

TONNES OF CHOCOLATE ANNUALLY

PRODUCT Cadbury Dairy Milk is made from Real Chocolate Its ingredients include cocoa butter There is a glass and half full cream dairy milk in every 200

grams of Cadbury dairy milk chocolate Cadbury buys 65 million liters of fresh milk each year to

make Cadbury dairy milk chocolate

PRODUCT Bars

Cakes &Biscuits

Drinks

Ice Creams &Desserts

Adopted competitive pricing strategy for the basic product Whereas premium pricing on other variants Cut down on weight but did not increase cost

e.g. 5 Rs pack was of 13gm but now it is 10.5gm

PRICE

PROMOTION CAMPAIGN TARGETReal Taste of Life Child in adult

Khanewalon ko khane ka bahana chahiye

Wider masses

Pappu Pass Ho Gaya Youngsters

Miss Palampur Rural masses

Kuch Meetha Ho Jaaye Conversion of sweet consumers to chocolate for special occasions

Khane ke baad Meethe mein Kuch Meetha Ho

Jaaye

Targeting the habit of Indians to have desserts after meals

Shubh Aarambh Targeting the belief of Indians that anything begun by having something sweet provides good

luck

The BIG B Factor The big factor that has pushed up CDM sales is the

Amitabh Bachchan campaign. It helped restore consumers' faith in the quality of the

product

PROMOTION

Brand Building

Innovative & Attractive Packaging

Introducing New Products

Market Positioning

MARKETING STRATEGY

5 C’S

COMPANY CUSTOMERS COMPETITORS CLIMATE COLLABORATORS

MARKET SEGMENTATION

Geographic segment Demographic segment Behavioral segment Psychographic segment

MARKET SEGMENTATION

GEOGRAPHIC Region Countries Climate

DEMOGRAPHIC Age Gender Family Life cycle Income

MARKET SEGMENTATION

PSYCHOLOGICAL

Attitude Toward The Product

Life Style

BEHAVIORAL

Occasions Benefits Usage rate

SWOT ANALYSISStrengths•Well established brand•Huge market share 70%•Rich product mix•Aggressive marketing•Price according to Indian market

Weakness•Dental problems with chocolates consumption•Little penetration in rural sec•Other competitors have better international experience

Opportunities•Increase share through targeted acquisition•Increases acceptance of Globalization in sector.•Innovative un captured market

Threats•Cut throat comp : Nestle Amul•Entry of international brands •Obsession with calories•Negative publicity and controversies

MY SUGGESTIONS Bring out new products for health conscious

people. Continue to promote itself as substitute to

mithai. Choco-biscuits should be introduced. Should use Indian ads and avoid global ads in

India. Consider attractive display or its own

‘Chocolate boutique’ (retail store). Special chocolates for Christmas should be

introduced e.g. rum, champagne flavored New flavors like strawberry,orange,vanilla etc.

CONCLUSIONS There is an immense scope for chocolate

industry in India Indian chocolate industry is unique mix with

extreme consumption patterns, attitudes, beliefs, income level and spending

Understanding consumer preferences and demands is the key to growth

Pricing, quality , flavors and pack size are some of the important factors

Economical distribution using proper supply chain management is necessity

Brand loyalty should be maintained

THANK YOU