CHOCOLATE

CHOCOLATE

Chocolate is a food product made from the seeds of cacao, roasted and often sweetened This picture is the Theobroma Cacao seed

HISTORY OF CHOCOLATE

Chocolate begins with a bean ... a cacao bean. It has been mashed and eaten for centuries. The history of chocolate spans from 200 B.C. to the present, encompassing many nations and peoples of our world. The scientific name of the cacao tree's fruit is "Theobroma Cacao" which means "food of the gods." In fact, the cacao bean was worshipped as an idol by the Mayan Indians over 2,000 years ago. In 1519, Hernando Cortez tasted "Cacahuatt," a drink enjoyed by Montezuma II, the last Aztec emperor. Cortez observed that the Aztecs treated cacao beans, used to make the drink, as priceless treasures. He subsequently brought the beans back to Spain where the chocolate drink was made and then heated with added sweeteners. Its formula was kept a secret to be enjoyed by nobility. Eventually, the secret was revealed and the drink's fame spread to other lands.

White Chocolate
Dark Chocolate Light Chocolate Unsweetened Chocolate Milk Chocolate

Twix Mars Bars Pot of Gold Lindt Lindor Snickers Kit Kat Skor Oreo Kinder Cadbury Nestle

Dominant Players Of The Chocolate Industries

6.7 7.4 3.6 12.8

15.5

Cadburry Mars
Nestle

14.6

Lindt Ferrero Hershey

CADBURYINDIA

VALUES OF CADBURY

OUR CORE PURPOSE IS CREATING BRANDS PEOPLE LOVE

Performance

We are passionate about winning. We compete in a tough but fair. We are prepared to take risks and act with speed. Quality We put quality and safety at the heart of all of our activities.

Respect

We genuinely care for our business and our colleagues. We listen, understand and respond. We are open, friendly and welcoming.

Integrity

We have clear principles and do what we say we will do

Responsibility

We take accountability for our social, economic and environmental impact. In this way we aim to make our business, our partners and our communities better for the future.

PRICE

THE RS 5 PRICE POINT ACCOUNTS FOR MORE THAN HALF OF ALL CHOCOLATE TODAY, CADBURY HAS FOUR PRODUCTS AND THE FIVE-RUPEE CDM AT THIS PRICE POINT: CDM, PERK, 5 STAR AND GEMS BAR IS ITS SINGLE LARGEST-SELLING SKU.
THIS IS A POTENT PRICE POINT IN INDIA, BECAUSE THE AVERAGE PURCHASING POWER IS ABYSMALLY LOW, IS WHAT INDUSTRY ANALYST HAVE TO SAY

PRODUCT

PRODUCT VARIANTS CURRENTLY CADBURY INDIA OPERATES IN FOUR CATEGORIES VIZ. CHOCOLATE CONFECTIONERY, MILK FOOD DRINKS, CANDY AND GUM CATEGORY CADBURY DAIRY MILK, 5 STAR, PERK, CLAIRSAND CELEBRATIONS CANDY CATEGORYHALLS BUBBLE GUM BRAND BUBBALOO BOURNVITA - THE LEADING MALTED FOOD DRINK (MFD)

PROMOTION
ADVERTISEMENTS
THE ADVERTISEMENT AIMED AT CONVEYING THE IDEA THAT NO SPECIFIC OCCASION IS REQUIRED FOR CONSUMING CDM

CELEBRITIES ENDORSEMENTS CADBURY ROPED IN PREITY ZINTA FOR ITS PERK BRAND. PREITY ZINTAS ANGELIC DIMPLES LAID THE FOUNDATION FOR WHAT WOULD BECOME THE INDIAN TEENAGERS FAVORITE SNACK.

THE BIG B FACTOR THE BIG FACTOR THAT HAS PUSHED UP CDM SALES IS THE AMITABH BACHCHAN CAMPAIGN. CADBURY APPOINTED AMITABH BACHCHAN AS ITS BRAND AMBASSADOR INDIAN CHOCOLATE MARKET IS ALMOST TOTALLY DEPENDED ON PURCHASES OF KIDS. WHILE CADBURY IS TRYING TO SELL INDULGENCE TO ADULTS, KIT KAT IS SELLING 'RITUALISTIC' BREAK TO TEENAGERS/ YOUNG ADULTS. THIS IS REFLECTED IN THE CHANGING ADVERTISING PATTERNS ACROSS DIFFERENT CHANNELS.

PLACE

PLANT LOCATIONS IN INDIA, CADBURY BEGAN ITS OPERATIONS IN 1948 BY IMPORTING CHOCOLATES. AFTER 60 YEARS OF EXISTENCE, IT TODAY HAS FIVE COMPANY-OWNED MANUFACTURING FACILITIES AT THANE, INDURI (PUNE) AND MALANPUR (GWALIOR), BANGALORE AND BADDI (HIMACHAL PRADESH) AND 4 SALES OFFICES (NEW DELHI, MUMBAI, KOLKOTA AND CHENNAI). THE CORPORATE OFFICE IS IN MUMBAI.THESE FACTORIES CHURN OUT CLOSE TO 8,000 TONNES OF CHOCOLATE ANNUALLY

DISTRIBUTION

CHOCOLATE NEEDS TO BE DISTRIBUTED DIRECTLY, UNLIKE OTHER FMCG PRODUCTS LIKE SOAPS AND DETERGENTS, WHICH CAN BE SOLD THROUGH A WHOLESALE NETWORK. 90% OF CHOCOLATE PRODUCTS ARE SOLD DIRECTLY TO RETAILERS.

CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES 2100 DISTRIBUTORS AND 450,000 RETAILERS TO AVOID CANNIBALIZATION OF ITS HIGHER PRICED PRODUCTS FROM LOWER PRICED ONES, CADBURY IS SETTING UP TWO SEPARATE DISTRIBUTION CHANNELS ONE FOR CORE BUSINESS & OTHER FOR MASS MARKETS

Market Characteristics of chocolates

Companies All Confectionery Chocolate Gum Candy

Cadbury Mars Nestle Wrigley Hershey Ferrero

9.9 9.0 7.8 5.8 5.5 4.8

7.5 14.8 12.6 8.2 7.3

25.7 0.1 35.9 1.1 -

7.2 3.0 3.2 2.7 2.7 1.5

BRAND POSITIONING

Cadbury is available at almost all part of India with price band of Rs.0.50 to around Rs.1000. Worldwide Cadbury make and sell 5 kinds of confectionery: choco., gum, candy, beverages & snacks etc. Cadbury operates in over 60 countries. Cadbury work with around 35,000 direct and indirect suppliers. Cadbury employs around 70,000 people. Every day millions of people around the world enjoy our brands. No.1 position in 20 of the 50 largest confectionery markets across the globe.

SEGMENTS

Chocolates

Beverages

Snacks

Candy

Gum

Critical success factors

Quality Availability Packaging Real cocoa Customer loyalty Pric

Unique taste Communication Product range Emotion Heritage Distribution channel Price range

CADBURY DAIRY MILK

TARGETED CUSTOMERS
The targeted customers of Diary Milk has been changing from time to time and advertisement to advertisement.

CADBURY DAIRY MILK

During late 90s

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

CADBURY DAIRY MILK

More recently

Campaign: kuch metha ho jaye. Target: to associate Cadbury with celebratory occasion.

CADBURY DAIRY MILK

Campaign: Miss Palampur
Target: Focusing on the adults.

Did u know that chocolate reduces the risks or heart attacks Woman would choose chocolate over anything else

THANKU