Cadbury

Presentation on Marketing Planning

Chocolate

Submitted by--Group No 3Submitted to-Prof. Kamal Gupta

HussainPronitaRashisadhna

ContentsExecutive SummeryCompany AnalysisCustomer AnalysisCompetitor AnalysisSWOT AnalysisPEST AnalysisMarket SegmentationSelected marketing Strategy (4Ps)Short and Long term projectionConclusion

Executive SummeryCadbury India is a food product company with interests in Chocolate Confectionery, Milk Food Drinks, Snacks, and Candy. Cadbury is the market leader in Chocolate Confectionery business with a market share of over 70%. Some of the key brands of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, Eclairs, Celebrations, Temptations, and Gems. In Milk Food drinks segment, Cadbury's main product - Bournvita is the leading Malted Food Drink in the country.

Executive Summery

Sell three kinds of confectionery: chocolate, gum and candyoperates in over 60 countries.35,000 direct and indirect suppliers.187 years old.45,000 people are employed.

Company Analysis

Parent Company: Cadbury plc

Indian Subsidiary: Cadbury India Ltd (CIL)

Cadbury is the Worlds No 1 confectionery company and is 200 years young...

The Company

The MissionMission – “Cadbury in every pocket”

Company Analysis

Customer AnalysisImportant factors for Customer (Value drivers)

Customer AnalysisCustomer’s Decision making Process

Competitor Analysis1. Cadbury - Cadbury, 5 Star, Bytes (chocolate snack), Celebration, Dairy Milk, Gems, Perk

2. Nestle - Bar One, Kit Kat, Milky bar, Munch, Nestle

3. Amul - Amul (Chocozoo, Chocomines)

4. Dairy Milk is the market leader

5. 5 Star (heritage brand which came to India in 1969) has a market share of over 14%

Competitor Analysis

SWOT Analysis

Reputed internationally as the topmost chocolate provider in the world.The brand is well known to people & they can easily identify it from others.Cadbury the world leaders in chocolate, is a well-known force in marketing and distribution.Users have a positive perception about the qualities of the brand.Cadbury has well adjusted itself to Indian custom.

Strength

SWOT AnalysisWeaknessesThere is lack of penetration in the rural market where people tend to dismiss it as a high end product. It is mainly found in urban and semi-urban areas.

It has been relatively high priced brand, which is turning the price conscious customer away.

People avoid having their chocolate thinking about the egg ingredients.

SWOT AnalysisOpportunities

The chocolate market has seen one of the greatest increases in the recent times (almost @ 30%)

There is a lot of potential for growth and a huge population who do not eat chocolates even today that can be converted as new users.

SWOT AnalysisThreats

There exists no brand loyalty in the chocolate market and consumers frequently shift their brands.

New brands are coming and existing brands are introducing new variants to add up to an already overcrowded market.

PEST Analysis

Political decisions can affect Cadbury’s, these can be either advantages or disadvantages, if taxes increase, therefore consumers decrease and sales of stock decrease. However if taxes decrease the likelihood is consumers will buy more.

The Government is very concerned about obesity. Heart problems are costing the NHS more each year

Political

PEST Analysis

If the minimum wage was brought down, this would mean more money for Cadbury’s but would also result in low sales from the consumers.

The interest rates can have an affect on Cadbury’s. If the interest rates were high then Cadbury would not want to borrow as much money for expansion.

Economical

PEST Analysis

Trend in snacking – increase in people eating on the ‘go’ (Vending machines)

Local residents with small businesses near Cadbury’s World would benefit from the money that is being brought in by visitors.

More people are health conscious – will read ingredient content.

Social

PEST Analysis

Better equipment

Cost of machinery

New machinery

Maintenance

Technological

Market Segmentation

Age Group – (3 years to 18 years) (18 years to 25 years) (25+ years)

Demographic

BehavioralOccasions- Diwali, Rakhsha Bandhan etc.

Cadbury become a part of lifestyle.Psychographic

Marketing Strategy (4Ps)

Cadbury dairy milk 5 – Star Perk Celebrations Temptations Éclairs Gems

Bubbaloo BournvilleDairy milk silk Halls

Product

Marketing Strategy (4Ps)

PriceDiscount-Discount offers in festive Sessions.

Price is an important element of the marketing mix. The price charged for a chocolate bar can determine whether a consumer will buy it and the level of sales achieved can determine whether or not Cadbury Schweppes will make a profit

Marketing Strategy (4Ps)

PlaceCadbury dairy milk is produced at the chocolate factory –

Manufacturing facilities at: 1) Thane, 2) Induri (Pune), 3) Malanpur (Gwalior),4) Bangalore 5) Baddi (Himachal Pradesh)

Marketing Strategy (4Ps)

PromotionAdvertisement on TV.

Internet.

Newspapers, Magazines.

Hoarding

Promotion Through Brand Ambassadors.

Short & Long term Projection

Cadbury should bring out new products for health conscious people.

It should continue to promote itself as substitute to mithai.

Should use Indian ads and avoid global ads in India.

New flavors should introduce like strawberry, orange, vanilla etc.

ConclusionThere is an immense scope for chocolate industry in India.

Understanding consumer preferences and demands is the key to growth.

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

Brand loyalty should be maintained.

Thank You