cadbury ppt - group vii
TRANSCRIPT
by :- Group 7 ANEESH SHARMA -10007
AJAY RAO – 10019POOJA SAXENA -10031
SENTHIL S – 10043THIRTHA -10055
History of Chocolate
• In 1657, the first chocolate house was opened in London
• For more than 100years, the making process of Chocó remained same
• First form of solid chocolate was invented at the end of 18th century
• Joseph Fry made the first solid chocolate for consumption in 1847, followed in 1849 by the Cadbury brothers.
Cadbury’s Profile
Founder : John CadburyLocation : Birmingham, UKYear : 1824
1905 1928
Launched first Dairy Milk Bar
Brand Leader in UK
Cadbury India
• Journey with Chocolate lovers in India has started in 1948.
• Cadbury India begun its operations with importing the chocolate & then repacking it before distribution
Kraft Acquired Cadbury In Feb 2010
One of the World’s Largest Confectionery Company
BRANDS
Dairy Milk5 StarGemsBournvitaPerkBytesTemptations
Market Share and Growth Rate
• Indian chocolate consumption 20gms per person
• Indian chocolate market is valued at Rs.650 Crore
• Market share of 68% of which Dairy Milk alone has 30%
• Growth rate of Cadbury is 4% per annum
4 Ps
PLACETHESE
FACTORIES CHURN OUT
CLOSE TO 8,000 TONNES OF CHOCOLATE ANNUALLY
Registered office :Mumbai (Maharashtra)
Regional offices :MumbaiChennai DelhiKolkata
Factories :ThanePuneHimachal PradeshGwaliorBangaloreCochin
Cocoa Operations :Cochin
DISTRIBUTION CHANNELS
Cadbury dairy milk are sold directly to wholesaler and retailers.
Cadbury's distribution network encompasses 2100 distributors and 450,000 retailers.
Consumer base of over 65 million.
Cadbury reaches 0.6 million retail outlets.
Used IT to improve distribution logistics.
Installed VISI coolers at various outlets.
Setting up two separate distribution channels – one for core business & one for mass markets.
Continued..
PRODUCT
VARIANTS
VARIANTS
PROMOTION
Almost 80% chocolate purchases are made on impulse.
Cadbury’s adopted aggressive marketing strategy.
Use of emotional appeals for advertising.
Concentrated more on T.V advertisement.
In the early 90's, chocolates were seen as 'meant for kids’.
Changed the perception of buyers.
Mid 90's • Category was re-defined by the very popular
`Real Taste of Life' campaign.• The message: `KID IN ALL OF US'
Late 90's• The focus shifted towards widening chocolate
consumption.• Appealed to masses by :• CAMPAIGN : 'Khanewalon Ko Khane Ka Bahana
Chahiye‘
• CAMPAIGN : 'Kuch Meetha Ho Jaaye‘• Associated Cadbury with celebratory occasions .• The phrase "Pappu Pass Ho Gaya" became part of
street language. • MESSAGE : CDM expresses joy in a moment of
achievement / success.
More recently• CAMPAIGN: “Miss Palampur” and “Pehli
taarikh hai” campaigns were launched to increase the frequency of purchase.
ON July 2, 2010 • LATEST CAMPAIGN :“Shubh Aarambh” . • Based on the concept of the Indian tradition of
having something sweet before every auspicious occasion, with the belief that it leads to a favorable outcome.
WEIGHT (gm) PRICE
10.5 5
22 10
40 20
42 CRACKLE 30
80 55
80 FRUIT & NUT 55
165 90
PRICE MENTIONED ABOVE ARE SAME ALL OVER INDIA.
DUE TO PRICE HIKE IN RAW MATERIAL AND LABOUR COST, COMPANY DID NOT INCREASE THE COST OF PRODUCT BUT REDUCED THE WEIGHT OF
PRODUCT.
EG : 5 RS PACK WAS OF 13gm ,BUT NOW SOLD AT 10.5gm
PRICE
S T P SEGMENTATION TARGET MARKET POSITIONING
GEOGRAPHIC SEGMENATION Expansion all over India
IMPULSE SEGMENTATIONFor instant consumption then and there
“Khaane walon ko khaane ka bahana chahiye”GIFT SEGMENTATION
Gifts for someone, gift a Cadbury
Segmentation
TARGET MARKET• The prospective customers have changed from
only kids to adults also - to celebrate any occasion with CDM.
• Targeted the Indian market through various campaigns.
Continued..• In the late 90’s it’s campaign “Khaane walon
ko khaane ka bahana chahiye” targeted the masses in india
• The ‘Miss Palampur’ campaign targeted the rural india.
• The latest campaign ‘Shubh aarambh’ is to target the Youth.
POSITIONING• As chocolates for kids• As a product that can be consumed in any
situation.• Special moments, festivals or as gifts.• Synonymous with sweets – “Kuch Meetha Ho
Jaaye!”
PRODUCT LIFE CYCLE
MARKET SHARE
COMPETITOR ANALYSISCADBURY NESTLE AMUL
MARKETSHARE 68% 22% 8%
PROMOTION AGGRESSIVE AGGRESSIVE ?
AWARENESS HIGH HIGH LOW
AMBASSADOR
AMITABHBACHCHAN
&PREITY
ZINTA
RANI MUKHERJEE ----
NESTLE INDIA LIMITED 35 years Entered chocolate industry in November
1990 It launched three products - the milk
chocolate, the bitter chocolate, Crunch and Bar One
Prices lower than Cadbury
Continued..
• Used its strong distribution network to push its products
• Increase its presence in rural areas• New regional sales offices to increase width
and penetration
AMUL – THE TASTE OF INDIA• Began in 1945• Entered into chocolate segment in 1970• In 2003,launched new variants –
fundoo,bindaas and almond bar• Introduction of seasonal packs
Continued..In 2004• Launch of chocozoo – targeted children• Trendier look – removed butter girl
images• A new tag line – for someone you love• Intoduced economic variants
SWOT ANALYSIS
STRENGTH :• Strong parentage and financial position • High brand awareness• Strong marketing and distribution network • Excellent technology• Strong and innovative human resource
base• Pricing flexibility
WEAKNESS
• Underestimates competition
OPPORTUNITY
• Reduce internal costs - supply chain efficiency, global sourcing and procurement, and wise investment in R&D, so that the end product costs less.
• Deeper penetration into rural market.
THREAT• Grey market imports (smuggled) have drawn
some attention over the past • Competitive pressures from other branded
suppliers (national and global). Aggressive promotion activity by competitors
• Social changes - Rising obesity and consumers obsession with calories counting
• Nutrition and healthier lifestyles
BCG MATRIX :
Wowie
RECOMMENDATIONS
• CADBURY DAIRY MILK CHOCOLATE ROLLS
• CADBURY DAIRY MILK LIQUEUR CHOCOLATE
PROMOTIONAL RECOMMENDATIONS
Trip to Cadbury world!!!Drawing competition
5 Winners
Cadbury World, Linden Road, Bourneville, Birmingham
Thank you !