COMPANY PROFILE- CADBURYCOMPANY NAME:- CADBURY

Cadbury Ltd was founded in 1824 by John Cadbury.Cadbury entered India in 1948 by importing chocolates.

CADBURY PRODUCTS:-

chocolates,

confectionaries,

milk products and candies.

ANNUAL REVENUE is approximately $50 billion.

OPERATION: 60 countries

EMPLOYEES: 60,000

Cadbury Vision:

(i) Cadbury’s Vision Statement Our objective is to deliver superior shareholder returns by realizing our vision to the be the world’s biggest and best confectionery company. We are currently the biggest, and we have an enduring commitment to become the undisputed best. At the heart of our plan is our performance scorecard, delivered through our priorities, sustainability commitments and culture

Cadbury plans to “deliver superior shareholder returns” (Cadbury plc, 2008) by measuring its financial progress in the areas of growth, efficiency, capabilities and sustainability from 2008 to 2011 (Cadbury plc, 2008).

“A Cadbury in every pocket”

Cadbury Mission Statement:

“Cadbury means quality: This is our promise. Our reputation is built upon quality: Our commitment to continuous improvement will ensure that our promise is delivered.”

We can say that this mission statement is realistic because if we see the quality and day to day improvements easily show that Cadbury’s have real mission statement.

CHANGE IN OBJECTIVE OVER THE YEARS

When cadbury came in india its prime focus was to rely on its quality as the consumer was not aware of the brand or the product and their marketing strategy was also the same emphasizing about the quality of the productand the newness in the product.

• The ‘Real Taste of Life’ with the girl dancing on the cricket field• The message: ‘Dairy Milk is for enjoyment’

DURING THE LATE 90’S:

As the company established its brand value among the masses as a quality product their next target was to increase the consumer base and in business sense market penetration.

• Campaign: ‘Khanewalon ko khane ka bahana chahiye’.• Target: widening chocolate consumption among the masses.

As can be seen clearly in the picture that they are targeting everyone at the same time

-adults-adolescents-kids-eldersAnd potraying as Cadbury can be used when a family gets together.

MORE RECENTLY

More recently

Campaign: ‘kuch metha ho jaye’.

Target: to associate Cadbury with celebratory occasion.

Chocolate is highly perishable

So to increase the popularity and familiarity they have used the concept of mithai which is very familiar to the Indians and on any occasion the sales of Cadbury would tend to increase.

CADBURY CELEBRATIONS is one such example.

CAMPAIGN: ‘pappu pass ho gaya’.

Target: encourage those who have pass the exams to celebrate with Dairy Milk.

This was avery successful campaign which Generally targeted the youth and children who would pass exams.

.

The advertisement potrays that when a person passes an exam an elder or any other person can give a Cadbury dairy milk.

CAMPAIGN: ‘AAJ PAHLI TARIK HAI’

Target: To celebrate pay day / salary day

This campaign generally targeted all the customers who are earning members of the family as we know that children and youth would anyway buy Cadbury but the earning mem bers were being leftout so they specifically targeted them by this campaign.

They made it a point that the person buys the chocolate on the first of every month.

STPSEGMENTATION :

Cadbury India Ltd continuously markets Dairy Milk as a relatively inexpensive treat, towards market segments divided by age, income, technological knowledge and health-consciousness.

In the 1990’s, the company stated promoting the chocolate for “the kid in everyone”, in an attempt to appeal to adults as well as children (Cadbury Dairy Milk, 2008).

In order to appeal to potential lower-income customers in the villages of India, further marketing in the form of the “Real taste of life” campaign (Cadbury Dairy Milk, 2008)

By using opinion leaders from Bollywood and using extensive advertising in newspapers, television, magazines and massive billboards across the country, Cadbury managed to capture the attention of the nation and cement its market share superiority in India (Cadbury Dairy Milk, 2008; Marketing Communications, 2008).

Furthermore, Cadbury India continuously develops new versions of its Dairy Milk brand in order to keep its adult and children consumers satisfied and interested. Variations include the Fruit & Nut and Crackle & Roast Almond variations.

Cadbury Dairy Milk Wowie, with Disney characters embossed on each chocolate square (Cadbury Dairy Milk, 2008) clearly targets the child segment of its market.

POSITIONING:

Cadbury India Ltd’s main sources of competition come from Amul, India’s own dairy company and Nestle India, Nestle’s subsidiary in India.

Cadbury India controls around 70% (Cadbury India Ltd., 2008) of the chocolate market, whereas Amul controls around 2% (Dobhal, n.d.) and Nestle India around 27% (Nestle to expand, 2008).

Cadbury’s main strength comes from it ability to market Dairy Milk products “through altering the theme and functionality of the product as the time demands” (Cadbury India Ltd Analysts Meet, 1999).

Although this has allowed it to control more of the market than its closest competitors, the reasons for its success may also lie in the fact that many Indians still view its chocolates as luxury products (Cadbury India Ltd Analysts Meet, 1999) and not as household goods.

Despite Amul’s longer history in India, its chocolates are viewed as being local and not luxurious, justifying a lower price tag.

PRICING:-

WEIGHT(IN GRAMS) PRICE

10.5 5

22 10

40 20

42 25

95 50

165 90

price mentioned above are same all over india.

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. 5 rs pack was of 13gm but now it is 10.5gm

Cadbury has low growth, high market share, high revenue generating as compare to other products of Cadbury.

33 per cent share in the overall confectionery market. we have over 70 per cent market share. In the last three years, the measure of our performance is that in 2005, we were worth about Rs 875-crore and we ended 2008 at Rs 1587- crore, close to doubling the business in these three years.(2005-2008).

CURRENT POSITION IN THE BCG MATRIX:

4P’S OF MARKETINGPRODUCT:Cadbury dairy milk is made from real chocolate. Its ingredients include cocoa, butter and there is a glass and half full cream dairy milk in every 200 grams in every dairy milk chocolate.

Cadbury buys 65 million liter of fresh milk each year to make Cadbury dairy milk chocolate.STRATEGY:The strategy of Cadbury dairy milk is to continuous improvement in the quality and features of product. It is the mission statement of Cadbury to make quality chocolate which have competitive advantage from the competitor’s products and it enhances the goodwill of the company.

PRICE:It is an important element of the marketing mix. The price for a chocolate bar can determine whether a consumer will buy it or not it can be determined easily and sales volume tells about that price is reasonable or not.If competitors charge the low price than the Cadbury chocolate, it is automatically affect the company’s profit.STRATEGY:Cadbury dairy milk applies the reasonable and affordable policy to charge the price from its competitors. Because it is the vision of Cadbury that Cadbury is in every pocket. It charges the fewer price from its competitors and provides better quality also. We can say it is used penetration strategy because have low prices as compare to its competitors and have long life cycle of the product. Cadbury wants to survive in the market for long run.

PLACE:Cadbury dairy milk is produced at the chocolate factory in Bourneville in Birmingham. After the chocolate is produced and goes through the process of all quality checks. It is transported to the staff rooms and then Cadbury sells it product to shops.

Strategy:The placement strategy of Cadbury dairy milk is to sell the chocolate at every corner shop, super stores, bakers shop, petrol pumps and even medical stores also included in it. It is the mission statement of Cadbury to provide chocolate to all type and class of customers.

Promotion:The purpose of promotion is to communicate directly with potential and actual consumers. In order to encourage them to purchase dairy milk chocolate the Cadbury used different promotional tactics.Strategy;Cadbury dairy milk is used press and electronic media to motivate the potential and inspires the actual customers to purchase the product of Cadbury.Promotion is an important element of marketing mix because if it is not well planned then company is unable to increase it sales.The company gives discounts on different occasions.To inspire the Childs to purchase the Cadbury chocolate the company made such type of ads. To encourage the youth class the company hires the superstars for advertisement of the products which inspires the all type of consumers who want to eat sweet.

Positioning strategy of Cadbury dairy milkPositioning is all about that what is the customer concept or image of your product in the minds of the people who likely to purchase the product.It also concerns about what is the position of your product in the market.

We can say every aged person wants to buy Cadbury dairy milk chocolate and they also don’t know why they are purchasing the Cadbury dairy milk even they don’t want to purchase.

Slogan of Cadbury dairy milkSlogans also play an important role to position a positive concept in the minds of customers like:

Cadbury dairy milk is a brand of chocolate bar made by the Cadbury plc unit of ….with slogans such as:

A glass and a half of full creamCadbury is the name of quality it is our promise

COCA COLA-MAAZACOMPANY: COCA COLA

BRAND: MAAZA

CATEGORY: Beverage

SECTOR: Retail

TAGLINE/SLOGAN: Maaza lao Aam ki Pyaas bujhao; Taaza Mango,

Maaza mango

USP: mango flavoured cold drink

HISTORY:

IN 1976 parle launched maaza. Coca-Cola re-entered India on October 26, 1993, and effected the

famous $40 million buyout of Parle's soft drink business, which included three brands -- Thums Up, Limca, Maaza -- and 52 bottling plants spread across the country.

In 2000 launch of maaza in 200ml Tetra packs. In 2005 launch in PET bottles. In 2010 launch of maaza milky delight. Maaza is the market leader which has 41% market share in 2000

crore fruit drinks based segment.while its closest competitor frooti has 25% market share.

COCA COLA VISION

To achieve sustainable growth, we have established a vision with clear goals.

PROFIT: Maximizing return to shareowners while being mindful of our overall responsibilities.

PEOPLE: Being a great place to work where people are inspired to be the best they can be.

PORTFOLIO: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples; desires and needs.

PARTNERS: Nurturing a winning network of partners and building mutual loyalty.

PLANET: Being a responsible global citizen that makes a difference.

COCA COLA MISSION:

Everything we do is inspired by our enduring mission:

To Refresh the World... in body, mind, and spirit. To Inspire Moments of Optimism... through our brands and our

actions. To Create Value and Make a Difference everywhere we engage.

Although the Indian soft drinks market is huge- valued around Rs 2000 crore, the non carbonated drinks constitutes only 10% of the total market.

The fruit based drinks market is further classified into Fruit Juice and Fruit Drinks and Fruit Nectar market. Fruit Juices typically have more than 85% fruit juice content while Fruit Drinks contain less than 15% fruit content.

While Maaza is the leader in the fruit drinks category.

RGB

PET

50%

40%

10%

Coca Cola49%

TETRA PAK

PepsiCo23%

Others 10%

Parle Agro18%

4P’S OF MARKETING:

PRODUCT:

Pulpy taste as compared to Frooti Slightly sweeter than Slice.

Combination of the famous Alphonso and Totapuri varieties of Mango pulp.

Formulated taking into consideration the nutritional and health aspects.

This product targets target mothers. The effort is to capitalize on the mother and child bonding

PRICE:

Maaza also experimented with packaging; ‘on-the-move’, ‘in-home’, ‘out-of-home’. The brand has ventured into smart attractive 1.5 litre Pet bottles and even to tetrapack.

Maaza follows the market-penetration pricing strategy among the major players in Asia market.

12

200 ml

250 ml

1200 ml

600 ml

Rs. 12 Rs. 15

RGB 200

TBA 200

PET 250

PET 600

15

10

30

Rs. 30

125 ml

100 ml

PROMOTION:

Core brand value for Maaza is "Wholesome Funfilled Real Fruit Experience”

Initial Tagline - Botal Main AAM, Maaza hai Naam

The brand later metamorphosed to include the fun element. The tagline was changed to the famous jingle - Taaza Mango , Maaza Mango.

Maaza was targeted at the whole family.

The new promotional campaign featuring Satish Shah takes the brand to the next level of Friendship and Fun.

As for Maaza Milky Delite, the innovative consumer proposition of Maaza Milky Delite is best explained by the brand’s tagline –

‘Sharing not possible’ a taste so irresistible that one would not want to share it with anyone!

New communication aims to take Mango’s connect with Maaza to the next level by positioning it as the Ultimate thirst quencher of Mango, best explained by the tagline – ‘Maaza Lao, Aam Ki Pyaas Bujhao’ . In 2008 and 2009, its campaigns were used to project Maaza as a substitute for mango with taglines that said ‘Bina Gutli Wala Aam’.

Clearly, from being projected as a substitute for mango to becoming an all-season mango option speaks volumes for the distance that the product has covered in terms of its brand positioning.

Recently, Maaza launched a new campaign ‘Har mausam aam’, which seeks to upend its earlier advertising strategy by positioning the product as a “throughout the year” drink option.

PLACE :

Maaza has excellent distribution and availability all over India.

It also uses major and minor retail outlets for increasing its sales.

The major advantage Maaza has that it uses its already existing vast distribution network under its parent company – CocaCola India.

Effective, and steadily increasing.