PRESENTED BY

,

GAURAV H . NANJANI PGDBM . BATCH 09 - 11 RIZVI MANAGEMENT INS BANDRA ( w ) MUMBAI

For over 3000 years, Chocolate…like gold, has had a universal appeal

qFirst people who made chocolate were the Mayas and the Aztecs

q q q q q

qThey drank chocolate as a bitter and spicy beverage called “xocoatl” (“bitter water”) qChocolate played an important role in their social and religious life qIt symbolized life and fertility and was also used as medicine qIt was a drink for wealthy and important people  (royalty, priests, etc.) qCocoa beans were also used as money

IS CHOCOLATE HEALTHY?

YE

BENEFITS
Decrease blood pressure Improve circulation Lower death rate from heart disease Improve function of endothelial cells that line the blood vessels • Defend against destructive molecules called free radicals, which trigger cancer, heart disease and stroke • Improve Digestion and stimulate kidneys • Has been used to help treat patients with anemia, kidney stones and poor appetite • • • •

Company’s Profile
qFounder: JOHN CADBURY qLOCATION: Birmingham, UK. qYEAR: 1824 q
OPERATE IN OVER 60 COUNTRIES
WORLD'S LARGEST CONFECTIONERY COMPANY WORLDWIDE , CADBURY HAS 60 , 000 EMPLOYEES

CADBURY IN INDIA
   

1948

Operation began in India
  

1965

Pioneered the development of cocoa cultivation in India

Vision & Mission
V isio n : " Working together to create brands people love "

C a d b u ry ’ s m issio n sta te m e n t ; th i i o u r p ro m i . O u r re p u ta ti n i b u i t u p o n q u a l ty ; o u r co m m i e n t to co n ti u o u s i s s se o s l i tm n m    Mission Statement 0f the product : o provide our customers with a tempting and exquisite taste” as Enticing Treats means a

Popular Brands in INDIA
C h o c o l a t e s

S n a c k s

Beverages G U M S CANDy’s

ATE L O C OU R Y . CH DB R CA RN IN YEA BO U.K
CAME

BAR

ADE M

BY

1905.

IL OURNV B

LE,

TO IN DIA A T 194 8

HARE 0% VALUE S 3 MARKET.

HOCOLATE E INDIAN C OF TH

PRODUCT

CHOCOLATE BAR .
MADE FROM REAL DARK CHOCOLATE .

SIMILAR DESIGN WORLDWIDE .
CONTAINS MORE MILK THAN ANY OTHER CHOCOLATE BAR .

VAILABLE IN 10 . 5g , 22g , 95g , 165g & OTHER PREMIUM PACK

INGREDIENTS

VARIANTS

PRICE

WEIGHT (gm) 10.5 22 40 CRACKLE 95 80 FRUIT & NUT 165

PRICE 5 10 20 25 50 55 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

PLACE

Business Operations
Five company - owned manufacturing facilities :
Thane Induri (Pune) Malanpur (Gwalior) Bangalore Baddi (Himachal Pradesh)

4 sales offices :
Mumbai Kolkota Chennai

THESE FACTORIESNew Delhi OUT CLOSE TO 8 , 000 TO CHURN

Corporate / Head office :
Mumbai

DISTRIBUTION

O WHOLESELLER AND RETAILERS.

NETWORK USED TO ENCOMPASSES

2100 DISTRIBUTORS AND 450,000 RETAILERS

RETAILER
WHOLESELLER

PROMOTION

q Strong brands are very important in the chocolate confectionery market.

q Almost 80% of chocolate purchases are made on impulse.

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

q Use of emotional appeals in advertising.

q Concentrated more on TV. Advertisement.

q

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

 

During late 90’s

• Campaign: ‘Khanewalon ko khane ka bahana chahiye’.

• Target: widening chocolate consumption among the masses •

More recently • • Campaign: ‘kuch metha ho jaye’.
 

• Target: to associate Cadbury with celebratory occasion.

• • Campaign: ‘pappu pass ho gaya’. • • Target: encourage those who have pass the exams to celebrate with Dairy Milk.


• Campaign: ‘Miss Palampur’

• Target: Focusing on the adults.

Campaign: ‘AAJ PAHLI TARIK HAI’ Target: To celebrate pay day / salary day

THE BIG ‘B’ FACTOR
qCadbury appointed Amitabh Bachchan as its brand ambassador.

qThe Big factor that has pushed up CDM sales is the Amitabh Bachchan campaign. q

PACKAGING

PACKAGING STYLES

1905

1930s

1960 s

1970s

PRESENT

sher is the design agency responsible for the execution of the pack's ne

PACKAGING MATERIAL

qALUMINIUM FOIL q qPAPER COVER q qPLASTIC COVER

ADVANTAGES OF PACKAGING
qProtect the product from damage or deterioration physical

q
qDisplay the product – good graphic design and shape is important.

q
qAttracting customers

q
qImproved efficiency

SEGMENTATION

S T P

TARGET MARKET POSITIONING

segmentation
 

GEOGRAPHIC SEGMENT
 

IMPULSE SEGMENT

FOR EATING THEN AND THERE. “KHAANE WALO KO KHANE KA BAHANA CHAHIYE”
 


GIFT SEGMENT

PURCHASED TO GIFT SOME ONE.

TARGET MARKET

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

Positioning

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.

PRODUCT LIFE CYCLE

COMPETITORS

Achievements

Major Achievements of Cadbury
Worlds No 1 Confectionery company World's No 2 Gums company. World's No 3 Beverage company. Cadbury Dairy Milk & Bournvita have been declared a "Consumer Superbrand" for 2006-07 by Superbrands India. Cadbury India has been ranked 5th in the FMCG sector, in a survey on India's most respected companies by sector conducted by Business World magazine in 2007. Cadbury India has been ranked as the 7th Great Place to Work and the No. 1 FMCG company in India in 2008, by the Great Place to Work Institute. Asian Marketing Effectiveness Awards 2008 for Bournvita Folk/Fusion campaign - GOLD award for the "Best Insights and Strategic Thinking" and SILVER award for the 'Most Effective Use of Advertising'.

• • • • •

TH AN K YO U

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