Company’s Profile

Founder: JOHN CADBURYLOCATION:Birmingham, UK.YEAR: 1824

OPERATE IN OVER 60 COUNTRIES

WORLD'S LARGEST CONFECTIONERY COMPANY

WORLDWIDE, CADBURY HAS 60,000 EMPLOYEES

Vision & Mission

Vision "Working together to create brands people love"

Cadbury’s mission statement Says simply, ‘Cadbury means quality’; this is our promise. Our reputation is built upon

quality; our commitment to continuous improvement will ensure that our promise  

Mission Statement 0f the product:  The mission statement of our new product is “To provide our customers with a

tempting and exquisite taste” as Enticing Treats means a mouth watering treat which is simply irresistible.

Popular Brands in PAKISTAN

Chocolates

Beverages

Candy’s

GUMS

CHOCOLATE BAR MADE BY CADBURY.

BORN IN YEAR 1905. BOURNVILLE, U.K

CAME TO PAKISTAN AT 1993

11% VALUE SHARE OF THE PAKISTANI CHOCOLATE MARKET.

PRODUCT

CHOCOLATE BAR.

MADE FROM REAL DARK CHOCOLATE.

SIMILAR DESIGN WORLDWIDE.

CONTAINS MORE MILK THAN ANY OTHER CHOCOLATE BAR.

AVAILABLE IN 10.5g, 22g, 95g, 165g & OTHER PREMIUM PACKS

SUGAR

COCOA BUTTER

VEGETABLE FAT

CREAM

EMULSIFIERS

COCOA MASS

VARIANTS

PRICE

WEIGHT (gm) PRICE

10.5 10

22 20

40 35

42 CRACKLE 40

95 60

80 FRUIT & NUT 75

165 120

PRICE MENTIONED ABOVE ARE SAME ALL OVER PAKISTAN.

COMPETETIVE PRICING.

DUE TO PRICE HIKE IN RAW MATERIAL AND LABOUR COST COMPANY HAD NOT INCREASED THE COST OF PRODUCT BUT REDUCED THE WEIGHT OF PRODUCT.

EG. 10 RS PACK WAS OF 13gm BUT NOW IT IS 10.5gm

PLACE

Places

• CORPORATE HEAD OFFICE:KARACHI

• 4 SALES OFFICES:RAWALPINDILAHOREMULTANSARGODHA

• AVAILABILITY:AVAILABLE IN ALL MAJOR CITIES OF

PAKISTAN

PROMOTION

Strong brands are very important in the chocolate confectionery market.

Almost 80% of chocolate purchases are made on impulse.

The media mix for the campaign comprises TV, outdoor, Internet and radio.

Use of emotional appeals in advertising.

Concentrated more on TV. Advertisement.

Our Slogan

PACKAGING

1905 1930s

1960s1970s

PACKAGING STYLES

PRESENT

Pearlfisher is the design agency responsible for the execution of the pack's new look.

ALUMINIUM FOIL

PAPER COVER

PLASTIC COVER

PACKAGING MATERIAL

Protect the product from physical damage or deterioration

Display the product – good graphic design and shape is important.

Attracting customers

Improved efficiency

ADVANTAGES OF PACKAGING

S T PSEGMENTATION TARGET MARKET POSITIONING

GEOGRAPHIC SEGMENT

IMPULSE SEGMENTFOR EATING THEN AND THERE.

“KHAANE WALO KO KHANE KA BAHANA CHAHIYE”

GIFT SEGMENT PURCHASED TO GIFT SOME ONE.

SEGMENTATION

The prospective customers of Cadbury Dairy Milk have changed from kids to adults including every family member to celebrate any occasion with Dairy Milk.

MARKET

FOR KIDS ACROSS INDIA, THE WORD ‘CADBURY’ IS SYNONYMOUS WITH CHOCOLATES.

CDM POSITIONED AS ‘THE PERFECT EXPRESSION OF LOVE’

“MAZZA AA GAYA”SPONTANEOUS, CAREFREE, SPECIAL, REAL MOMENTS.

" KUCH MEETHA HO JAYE “THE BRAND WANT ITSELF TO BE SYNONYMOUS WITH SWEET.

Positioning

SWOT ANALYSIS

Internal Analysis

Strengths• Brand Name• Strong manufacturing

competence, established brand name and leader in innovation

• Advantage, that it is totally focused on chocolate

• Unique understanding of consumer

• Large target market• Wide variant portfolio of product• Good advertising• Large target market

Weakness• The company is dependent on

the confectionery market, whereas other competitors e.g. Nestle have a more diverse product portfolio

• Availability of product• No Promotion campaign• Lack of penetration in the rural

market• Relatively high priced brand• limited shelf life

External Analysis

Opportunities• Sugar free category is the

major opportunity • The chocolate market has

seen one of the greatest increases in the recent times

• Untapped rural markets• Better product packaging

and preservation

Threats• Increasing competition

from international front.• Social changes - Rising

obesity and consumers obsession with calories counting affecting demand for core Cadbury products

• Sweets as substitutes• New entrants• Price war

Competitors

• MAIN COMPETITORS OF DAIRY MILK IN PAKISTAN ARE:

Nestle Kit kat MarsVelvetJubileeSonnet

PRODUCT LIFE CYCLE

Response to Reduction of price by 10%

• The weight is reduced by 14% (From 140g to 120g)

Calculations

• Previous weight of Dairy milk bar = 140g• New weight of dairy Milk bar = 120g• Reduction in weight = 20 g• In percentage:

20/140 *100 = 14.28%

• 140g bar price is =100• Actual price of 120 bar should be:

100/140 *120 = 85.71

Protection Of Local Business• As our product is sold in Pakistan under the Kraft Food

umbrella, which is registered in KSE.• So this will be an opportunity for us and will try to fully

utilize that opportunity as competitive advantage against over major competitor MARS.

Increase in oil prices

• Establishment of Central Command unit.• The transportation from Trucks will be shifted on Containers

Calculations:• Distance on average a truck covers in 1 litre is = 3km• Distance on average a Container (40’) or a 22 wheelers cover in 1 litre is = 2.5 km• On average a truck has a capacity of = 4000 kg• On average a container has capacity of = 26500 kg

Cont’d• So 1 container is equal to:

26500/4000 = 6.625 Trucks

• So 6.625 trucks will need Petrol for 3km of distance = 6.625 litre• While a container or 22 wheelers will need petrol for 3km of

distance is

= 1.2 litre

• So reduction in fuel consumption is = 6.625 – 1.2 = 5.425 lit

Floods

• “Chocolate is a perfect food, as wholesome as it is delicious, a beneficent restorer of exhausted power. It is the best friend of those engaged in literary pursuits."

(Baron Justus von Liebig)• As chocolate is a good and healthy food so we are going to

provide our delicious Chocolate to flood affectees. It will be a nice and beautiful gift for them. To forget the problems for sometime

QUESTIONS

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