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Size of
Chocolat
e Market
• Rs. 3,200 Crore• 30,000 tonne• Per-Capita Consumption is 110-120 gm• Cadbury has 65% value share• Cadbury has 62% volume share
Growth Rate
• Growing at 15% p.a. between 2008-2012
Future
outlook- Grea
t
• Rising per capita income• Increase of gifting culture in the country and replacement of traditional Indian sweets by
Chocolate
Future
Course of Action
• Entry into premium segment to battle the likes of Ferrero Rocher• Entry into the energy bar segment to take on the likes of Snickers • Increased penetration in the Rural Markets• Innovation in the chocolate product category
BRAND ANALYSIS
Vision
• ‘Cadbury's means quality: this is our promise. Our reputation is built upon quality: Our commitment to continuous improvement will ensure that our promise is delivered‘
Mission• “Working together to
create brands people love”
Objective of Dairy
Milk
• To encapsulate an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. It stands for goodness.
StrengthsStrong international reputation
Well-known force in marketing and distribution
Positive perception among users about quality Well adjusted itself to Indian customs and
traditionsRepositioned itself in India whenever required
WeaknessesLow penetration in the rural marketRelatively high priced brand
Competitors have more diverse portfolioCompetitors have greater international
experience
OpportunitiesPotential for further growth
Innovation
ThreatsLow brand loyalty
Aggressive pricing and promotion activity by competitors
Social Changes
SWOT
BCG Matrix
5 StarPerk
Dairy MilkBournvitaEclairs
CelebrationsTemptationsBournville
Gems
ENVIRONMENTAL ANALYSIS
Company• Strong Market share• Trusted name
Distributors• Long association• Various distribution
channels
Customers• Loyalty• Emotional connect• Tapping cultural
values
Public• Changing perception of
chocolates• Brand ambassador- Big
B
Competitors• Slowly gaining ground• Price wars• Entering premium
segment
Suppliers• Long association• Close relationship• Pioneers of cocoa
cultivation
Micro-Environment
Porter’s 5 forces Analysis
Pest Analysis
STP
Segmentation
• Geographic
• Impulse Purchase Behavior
• Gifting
Targeting• Children
• Adults
• Families
Positioning
• Mazaa aa Gaya
• Kuch Meetha Ho Jaye
• Shubh Aarambh
• Chocolate Bar• Highest milk content• Dairy Milk, Dairy Milk Shots and Dairy Milk Silk
Product
• Competitive Pricing for basic product• Different SKUs(9.5 gms,20 gms,38 gms,42
gms,95 gms)• Same price across the country
Price
• 5 company owned manufacturing facilities in Thane, Induri (Pune) ,Malanpur , Bangalore and Baddi(Himachal Pradesh)
• Distribution network of 2100 whole sellers and 450000 retailers
Place
How• As a gift• As a snack• As a desert
Where• Leading
supermarkets, big chain stores
• Kirana shops
When
• Impulsive –Big boxes near billing area and eye level shelves
• Festive, special occasions
Rishton Ka Bandhan
Media of advertisementTelevisionNewspapersHoardingsBrochuresDisplay
Age0-1010-2020-30Above 30
FormHardNuttiesCruncyChew
Factors affecting purchaseAdvertiseFriendsPackagingBrand Ambassador
Pack sizeSmall BigFamily Pack
Consumer Buying Behaviour
Cadbury’s Digital Presence
Friendship’s Day
Cricket
Rakhi
Independence Day
COMPETITIVEANALYSIS
FUTURESTRATEGIES
Product Nestle Amul Cadbury
Strengths• Parent support• Very strong
distribution network
Weaknesses• Raw material
supply- volatile prices
• Marketing campaign not too strong
Strengths• Excellent
distribution n/w ensures availability
Weaknesses• Limited
international presence
• Demographic segmentation is very weak
Strengths• Well adjusted
itself to Indian customs and traditions
• Reposition whenever required
Weaknesses• Rural Market• Penetration
power is not high
Nestle Amul CadburyStrengths and Weaknesses
Promote Joyville
Expanding into cakes and cookies
Introduce limited summer editions in India
Penetrate market through Social media campaigns
Future Strategies
THANK YOU!!
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