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Cadbury India
Cadbury India
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Cadbury India
Introduction:
Confectionery is a unique impulse category
because its eaten regularly throughout the day
rather than specifically at meal times.
Confectionery now accounts for 24% of all food
media spend, more than any other food
category.
According to
a
survey,
purchase levels for confectionery are
significantly higher than any other impulse
category (Refer Fig1).
Fig1: % Population buying each Impulse Category
The four major confectionery categories are- chocolate confectionery, sugar confectionery, gum and
cereal bars. The Indian confectionery market reached a value of around $500 million in 2005. Indias
chocolate market is dominated by two just companiesCadbury, which entered the country 60 years
ago and has nearly 60% market share, and Nestl, which has about 32%. The two have prospered by
luring consumers with attractively packaged chocolate assortments to replace the traditional dried
fruits and sugar confectioneries offered as gifts on Indian holidays, and by offering lower-priced
chocolates, including bite-sized candies costing less than 3 cents.
With growth just starting to kick in, Asia is going to remain a sweet spot for chocolate makers for
years to come. The Indian chocolate market is estimated to be worth
Rs. 3.2 billion, with an annual growth rate of 10 percent. Per Capita Consumption levels are very low
in India, as compared to 8.7 kg per year in the U.K. The market therefore offers tremendous potential
for growth. In our analysis we are concentrating on the chocolate industry in general and Cadburys in
particular.
Cadbury India Limited (CIL), a part of the Cadbury Schweppes Group, is Indias leading
confectionary manufacturer. Cadburys Dairy Milk, 5 Star, clairs, Perk and Gems are the largest
selling brands in their segments. CIL is estimated to have a 65 percent share of the Indian chocolate
market. In fact the word Cadbury is a classic example of a brand coming to symbolize a product
category.
Objectives:
Corporate Objectives:
In India, Cadbury India has defined its vision as "Life full of Cadbury, Cadbury full of life". Cadbury
India wants to achieve in the next four years what it has in the last 50 years.
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Cadbury India
Marketing Objectives:
Double its turnoverwhich stood at Rs.1, 058 crore in 2006by 2010. This calls for a
growth rate of over 20 percent annually and will be done by setting up new capacity, and
increasing volumes
Get more people to eat more chocolate, which calls for making it more affordable and being
more innovative
Could get into new product categories like gums where
the global portfolio is impressive
Aiming for a larger footprint in the confectionery space
To be stronger in health drinks
Advertising Objective:
Leverage further the Cadbury label, which is what the company has been doing with aggressive
advertising and promotions (these costs account for 12-13 per cent of sales, with 30 percent of that
spend being below the line).
Consumer focus:
Appealing to a broader range of consumers is at the heart of the plan.
Future activities will cover further improvisation of product & packaging to deliver
superior value to the consumers
Greater innovation in packaging & product presentation across various power brands
Product introduction to provide new texture & taste experience to consumers
Suppliers and business partners:
Continue using Ethical Sourcing Standards when working with suppliers
Continue to engage in regular dialogue with its suppliers and responds to their suggestions
Continue evaluating potential suppliers against a set of standards such as environmental
protection and ethical labour practices prior to doing business with them
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Cadbury India
Situation Analysis
Demand : Past & Future
Year
MT
2004-05
35.5
2005-06
38.4
2006-07
41.3
2007-08
44.2
2008-09
47.2
2009-10
50.2
Lead Players
Company
Share (%)
Cadbury's
68
Nestle
22
Amul
6.9%
1996-97 - 2001-02
8.9%
2001-02 - 2006-07
11.5%
2004-05 - 2009-10
7.2%
2009-10 - 2014-15
6.0%
Market Segmentation
Segment
Share (%)
2 to 8 years old
16
8 to 25 years old
53
25 to 54 years old
22
North
35
East
West
South
12
33
20
Product Variation
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Share (%)
Cadbury India
Micro-Environmental Analysis:
(1) Market Concentration & Competition
The chocolate industry is highly concentrated. Cadbury and Nestle together account for 90%
of the retail sales with Cadbury being the market leader. Competition in this industry is fierce,
especially between Cadbury and Nestle. Both Cadbury and Nestle have rival products in every
segment (Cadburys DairyMilk, 5 Star, Perk vs. Nestles Classic, bar-one, munch, etc.)
(2) Barriers To Entry
The industrys main barrier to entry is with respect to advertising. The incumbent firms have spent
millions of rupees to create brand-loyalty with consumers. The cumulative effects of advertising
create an absolute cost advantage for the incumbent firms, thus entrants must overcome not only
current advertising efforts, but also the lingering impact of past marketing campaigns. High sunk
costs also act as a barrier to entry.
Sunk costs in this industry include establishing channels of distribution, advertising expenditures, and
initial research and development costs. All these factors create difficult barriers to entry for a new
firm entering the market and an advantage for successful first movers such as Cadbury and Nestle.
But recent happenings like Ferrero planning to start production in 2009 at a new factory near Mumbai,
and Hershey partnering with domestic confectioner Godrej Industries to distribute Hershey products
have actually changed the equation a lot.
(3) Supplier Power
Industry uses a wide range of raw materials in manufacturing chocolate products, the main ones being
cocoa beans, sugar and other sweeteners (including polyols and artificial sweeteners such as
aspartame), dairy products (including milk), gumbase and fruit and nuts.
Cadbury buys its raw materials from suppliers around the world. No single supplier accounts for more
than 10% of their raw material purchases. One of the methods implemented by Cadbury to minimise
the impact of price fluctuations and ensure security of supply is by entering into forward agreements
and long-term contracts wherever available.
Cadbury imports cocoa beans from West Africa, primarily Ghana, and the Americas. West Africa
accounts for over 60% of world production. They buy cocoa beans and cocoa butter from a range of
suppliers, and try to minimise the effect of cocoa price movements and secure our future requirements
by entering into forward and future contracts.
In order to ensure assured supply of raw material for its chocolates, Cadbury India Limited has
decided to sell cocoa seedlings to coconut farmers in Tamil Nadu at Rs 4 per seedling. A MoU was
signed between Cadbury India and the Tamil Nadu government to this effect. They purchase most of
the sugar at prices essentially set by national government through
quotas and duties. So far no difficulty has been experienced in obtaining adequate supplies of
sugar for their operations, and they do not anticipate any future difficulties, given the many available
sources.
(4) Buyer Power
End consumers have strong buyer power because of the availability of substitutes, both generic and
brand names. It is easy for a consumer to purchase a nearly identical product for a lower price. This
gives consumers a great deal of leverage and leads Cadbury to spend millions of rupees to create
product differentiation via advertisements and new products to catch up with the evolving trends in
the market.
Retail stores have significant buyer power due to their ability to charge high fees for shelf
space, which is important channel of distribution for Cadbury. Cadbury has worked hard to
build strong relationships with these retailers to minimize this affect.
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Cadbury India
(5) Substitutes
The current trends in the market suggest that traditional sweets are possible substitutes for chocolates.
This is further stressed by the fact that till a few years back chocolate was not considered to be a gift
item unlike sweets. However, in recent years this scenario has changed quite rigorously because of an
innovative strategy taken up by Cadbury.
In order to strengthen the special relationship consumers share with chocolates, Cadbury India
launched its all-year-round Cadbury Celebration gifting range with an array of newly designed
Cadbury Celebration packs. The range features a selection of stylish new packs available in
Nutbutterscotch, Caramel, Almond Magic, Cashew Magic & Raisin Magic. The range is
priced between Rs 145 & Rs. 155 and is available in all premium retail outlets across major towns in
India. There is also a wide selection of online vendors that offer
Cadbury Celebration range for all kinds of occasions.
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Cadbury India
Technological:
Adoption of JDA softwares space and category management solution resulted in 93.75%
reduction in planning and processing time and increase in productivity
e-Commerce has not picked up that well - not much turnover through this route future
growth prospects of this channel
Cadburys Strategy:
Cadbury India began its operations in 1948 by importing chocolates and then re-packing them before
distribution in the Indian market. After 59 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, Kolkata and Chennai). The corporate
office is in Mumbai.
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Cadbury India
Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food Drinks
and in the Candy category.
Branding Strategy:
Cadburys strategy to attract consumers is unique in a sense. Instead of focusing on the product, it
seeks to tap into emotions normally associated with chocolates. They have also adapted their
strategies to the unique demands of the Indian retail sector. The strategy has clearly proved successful,
as they have been able to build and maintain a leadership position in the market with many loyal
customers.
Marketing Strategy:
In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the
years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, clairs and Celebrations.
Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world. The
flagship brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India.
The Cadbury India Brand Strategy has received consistent support through simple but imaginative
extensions to product categories and distribution. The diversified product categories enable them to
reach out to different customer segments thus broadening their reach. While the usual brands in the
lite category are stocked at most of the mom and pop stores, and groceries, the premium brands are
sold at premium food stores and modern trade formats to achieve differential visibility.
Supplier Strategy:
Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two
decades, they have worked with the Kerala Agriculture University to undertake cocoa research and
released clones, hybrids that improve the cocoa yield. Their Cocoa team visits farmers and advises
them on the cultivation aspects from planting to harvesting. They also conduct farmers meetings &
seminars to educate them on Cocoa cultivation aspects. Their efforts have increased cocoa
productivity and touched the lives of thousands of farmers.
Advertising Strategy:
Television, the print media and posters have been the main media of communication for Cadburys
advertisements. However, with their understanding of the peculiarities of the Indian market, Cadbury
has also explored many new ways of getting their message across to the consumers.
Sheet Metal Dispensers: This purple salesperson for Cadburys is found in almost every shop stocking
their chocolates. Since it is placed on the cash counter, its design offers visibility, ease of vending,
and protection from the elements. It is also placed in the most appropriate position to cater to the
impulse buyers. This first from Cadbury has become so popular that is now the standard design for
all chocolate manufacturers.
Visicoolers: Visibility for chocolates drops in the summer, as they disappear into the refrigerator. In
high throughput outlets, the visicooler serves the need for cooling while still maintaining the visibility
of the product.
Jars: These are provided to small outlets, where they are prominently displayed.
Vending machines: These high visibility machines are provided at busy locations.
Presence in Amusement Parks: Cadburys also maintains a presence in many amusement parks across
the country, strengthening the association of its chocolates with fun occasions.
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Cadbury India
Marketing Mix
Product
Cadbury India Limited (CIL) confectionary products include Dairy Milk, 5 Star, Eclairs, Perk, Halls,
Bytes and Gems which are the largest selling brands in their segments.
Cadburys Dairy Milk (CDM) is its flagship brand, having a market share of 30% and average daily
sales of 1 million bars. It also introduced Cadbury Celebrations range with an array of newly
designed Cadbury Celebration packs for various festivals.
Its closest competitor Nestle, comes second with a market share of 22% and comparatively less
diversified products in chocolates. Its products are Kit-Kat, Munch, Milky-bar, Charge, Classic, Polo.
Kit-Kat is their premium brand in chocolates. In Nestle, the diversification and revenues across other
segment like snacks, coffee, milk products, infant food, beverages is higher.
While Cadbury gets 76% of its revenues from Chocolates and Nestle a much lower proportion we
observe that Cadburys primary focus is in the Chocolate segment. It no doubt has an edge in the
premium chocolate segment. Cadbury is considering diversifying into other segments too.
Pricing
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 will make a profit. Price is also affected by
factors such as the state of the economy, what competitors are charging, the stage reached in the
products life cycle and above all what price the Indian market will bear. Cadbury products are in the
range of Rs10 to Rs 20 and has also introduced the Cadbury Celebration gifting ranges available in
Nutbutterscotch, Caramel, Almond Magic, Cashew Magic & Raisin Magic. The range is
priced between Rs 145 & Rs. 155. The entire Cadbury Celebrations line notched a 25% growth in
sales for the fiscal year ending March 2007. It has many variations: The basic range is priced between
Rs 60 and Rs 100. The panned/gift range is Rs 145-155. Cadburys Heroes is Rs 50-Rs 100. The Rich
Dry Fruit collection will be in the region of Rs 200-500. The entire line is distributed nationwide at
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Cadbury India
175,000 outlets and the panned or gift line is sold at 100,000 outlets across one-million-plus
population towns and cities.
Cadbury
Nestle
5 star
Rs 5 10
BarOne
Rs 5 10
Perk
Rs 5 10
Munch
Rs 5 10
Celebrations
Rs 60 - 155
Kitkat
Rs 6 24
Temptations
Rs: 30 - 60
Gems
Rs 10
Figure 1: Prices of Cadbury products and its Nestle equivalent
Promotion
The basic purpose of promotion and advertising by Cadbury is to make Cadbury synonymous with
chocolate and
Promotion Strategies:
Till the mid-nineties, Cadburys marketing communication campaigns for CDM were targeted at kids.
The advertisements focused on the relationship between the parents and their children, where parents
expressed their love by gifting the child a Dairy Milk. However, Cadbury changed its tack and the
communication campaigns were targeted at adults, to expand the chocolate market and increase sales.
Place
Cadbury India has manufacturing locations at Thane, Pune, Himachal Pradesh, Gwalior and
Bangalore and has Cocoa operations at Cochin. Cadbury's distribution network reaches out to six lakh
outlets each for its confectionery and chocolate brands. Chocolates need to get retailed at larger and
better outlets while all the products below Rs 3 need a different distribution network. 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. Distribution, in
the case of chocolates, is a major deterrent to new entrants as the product has to be kept cool in
summer and also has to be adapted to suit local tropical conditions. Cadbury's distribution network
used to encompasses 2100 distributors and 450,000 retailers. The company has a total consumer base
of over 65 million. Besides use of IT to improve distribution logistics, Cadbury is also attempting to
improve distribution quality. To address the issues of product stability, it has installed VISI coolers at
several outlets. This helps in maintaining consumption in summer, when sales usually dip due to the
fact that the heat affects product quality and thereby off take. 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, with different stockists, wholesalers and retailers.
One set will be dedicated to Cadburys high-end products and traditional chocolates. The other will
cater to the mass market brands namely Chocki, Halls, Eclairs et al all products priced below Rs 3.
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Cadbury
But today, Cadbury's distribution network reaches out to six lakh outlets each for its chocolate &
confectionery brands (i.e. total reaching12 lakh outlets).
New Technology:
o A Wide Area Network comprising of 31 VSATs across the country connect the branch
offices, factories, depots and the corporate office. This is used for e-mail and accessing
SAP/R3, which is the application package, used across the Cadbury Group. The
implementation of SAP gives them up-to-date information in terms of stocks at factories and
depots, sales across the country, and the financial impact of all the above transactions at any
given moment of time.
o The company being a part of the Cadbury group benefits from its access to proprietary
technology, technical expertise and the fruits of the extensive centralized Research and
development. The diversified knowledge and expertise have contributed significantly to the
operations of the company over the years. Some of the key areas, which have benefited are:
o
Benchmarking of products against competition to achieve an advantage in product
quality, for increasing competitiveness.
o
Access to latest technological developments, such as Spear-point technology for cocoa
based products implementing during 2000, which would improve quality and
competitiveness.
o
Enhancement of skill and competence of company personnel due to training received.
o
Implementation of environmentally sound business.
Trade Marketing: Chocolate and Confectionery purchase being impulse led, demands eye
catching, on-the-cash-counter visibility in as many of these outlets as possible. In order to best
meet their dealer's display and vending needs, they have invested in an array of inputs to the trade.
The Sheet Metal Dispenser: This ubiquitous, purple salesperson for Cadbury is found in almost
any shop stocking their chocolates. While being on the cash counter, its unique design offers
visibility, ease of vending and protection from the elements. Available in various sizes, it can
meet the needs of any outlet. This 'first' from Cadbury, has become so popular, today it is the
standard dispenser design for all chocolate manufacturers.
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Cadbury
Visicoolers & Refrigerators: Come summer, visibility for chocolates drop as they disappear into
the refrigerator. In high throughput outlets, the visicooler with a glass front not only maintains eye
contact with the consumer, but offers perfect chocolates throughout summer as well.
Vending machines: First introduced in the country by Cadbury, these impressive coin operated
machines can be seen dispensing chocolates in high traffic areas from the World Trade Centre at
Mumbai to New Delhi railway station. Nowadays vending machines of Amul and Nestle can also
been seen everywhere in the market. Vending machines have formed a part of selling products
saving on sales person and opening shops.
Chocolates are primarily sold through Kirana Stores, Gift stores, Medical Stores, canteens, PanBidi stores, Bakeries, Sweet Shops etc. This is true for Cadbury also. The space allocated for the
chocolates was less when compared to the total area of the shop. Of the space allocated for
chocolates, Cadbury brands occupied more than Nestle brands.
2003
2004
2005
2006
2007
Cadbury India
45.65
41.29
45.95
68.81
117.65
Nestle India
263.08
251.92
309.57
315.10
413.81
Figure 2 : Profit figures for Nestle and Cadbury India division over the years
Note: Profits are of complete group and not restricted to chocolate segment only.
Cadbury
to the other states in a phased manner. The 40g bar is priced at Rs. 28. An integrated marketing
campaign will be launched in the second week of March to create awareness around the product. The
360-degree marketing communication will encompass TV, Print, Outdoor, tie-ups and sampling
activities in Modern Trade chains, Chemists and other key retail outlets.
Nestle
The Company sustained momentum during the year by driving distribution through innovative
consumer promotions and trade offerings and supporting key price points.
High temperatures are a typical characteristic of Indian subcontinent. Chocolate starts melting at such
high temperatures thus making chocolate unfit for consumption. Hence, Nestle introduced an
innovative Liquid Chocolate Choco Stick at a price tag of Rs. 2/- which was an instant hit.
Nestle Munch, which is the largest selling unit in the wafer segment and the most widely distributed,
continued to gain in volumes. Nestle Chotu Munch, which was launched at Rs. 2/- price point, was
well received.
A range of other innovative and renovated products were launched which included Nestle
Milk Chocolate, Nestle Fruit & Nut, Nestle Krunchy, Nestle Milkybar Starz, Nestle Choo, Nestle
Chocolate Eclairs, Nestle Coffee Eclairs and various flavours for Chocostick,
The company, in March 2008, launched two new products under its Kit Kat brand. While the Kit Kat
Mini, priced at Rs 2, follows the similarly priced Munch version into rural markets, Kit Kat Chunky
will allow customers controlled indulgence. The chocolate comes in three portions of 64 calories
each, in line with Nestls focus on nutrition, wellness and fitness and the increasing health
consciousness amongst the urban population. The company is focused on growing its market share
through renovation and innovation of its existing brands in India. Last year, it launched Munch Choc
Pop, wafer cubes covered in chocolate. Their distribution reach is the largest in the category and are
building on that. The Munch brand alone reaches over a million retail outlets.
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Cadbury
trust comes from a quality image that has been built up for over a century. They provide
products of all range i.e. for Polo the price changes from 1 Rs. to 3 Rs. and 7 Rs. also.
Commitment of expansion:
With the launch of Trebor Googly, the tangy, fizzy candy, Cadbury took the market by
surprise and marked the entry of Trebor into the fast growing Indian sugar confectionery
market. The extension of Googly to a Mint flavour reinforces Cadbury's commitment to
establish the Trebor name as a strong player in the value added sugar confectionery market.
Nestle who initially developed their market in urban areas is now expanding in the semiurban and rural markets. They are providing various products at very low price. They had
polo a mint with hole and now they have the remains of the hole of polo in cachets.
Repositioning:
Cadburys has also been repositioning its products for children to adults and for celebrative
occasions. A repositioning campaign was arranged for dairy milk that showed adults doing
unconventional things (like a lady breaking into a jig in the middle of the overflowing cricket
stadium) driving home the message that adults could enjoy chocolate as well.
For 50 years, Cadbury's has successfully played the role of market leader and market maker
by building brands that have a large base of loyal consumers. The last few years especially,
have seen the company invest heavily in the entire value chain to successfully combat
competition and continually move the market to the next stage of evolution. Nestles had build
their brand base in coffee Nescafe has recently introduced themselves in the market
providing India with various taste in chocolate segment.
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Cadbury
Trade Marketing: Chocolate and Confectionery purchase being impulse led, demands eye
catching, on-the-cash-counter visibility in as many of these outlets as possible. In order to best
meet their dealer's display and vending needs, they have invested in an array of inputs to the
trade.
Jars:
o Outlets like the neighbourhood Paan shop have just enough places for simple dispensers like
jars. Attractive jars / merchandising units in such shops ensure places of pride for Cadbury.
o Nestle also provide free jars with many of their products which is easily available in any retail
shop. By purchasing the product, getting the jar free; attracted a large number of customers.
This offer has proved successful in India.
Amusement Parks & Tourist places: Cadbury's presence in the premier amusement parks
such as Esselworld and Appu Ghar adds to the magic of chocolates by 'coming alive' for the
consumer. Even Amul can be seen in nearly all the places all over India. Amul milk and other
products individual stalls can be seen out of many famous places that are normally visited by
tourist like Taj Mahal, Hawa Mahal etc. Nestle also has received considerable place in parks
like Fantasy-land, Suraj water park etc. in Mumbai.
Opening up of Caf Cadbury: In the UK, Cadbury Schweppes has opened up its first Caf
Cadbury in Bath. There is a lively buzzing caf on the first floor, and a relaxed, indulgent
lounge on the second floor. The ground floor features a retail shop with premium chocolates
and merchandise. The concept is modern, contemporary and simple, the ambience warm and
friendly. Cadbury might replicate the model in India soon.
Large foreign brands are entering the Indian market. The $5 billion global brand Hersheys
has inked a joint venture with Godrej Beverages & Foods, to create a new company, Godrej
Hershey Foods & Beverages (GHFB). GHFBs mandate isnt too different from Cadburys
and Cadbury runs the risk of losing market share to such new players as well as to premium
imported chocolates. The game plan is to leverage further the Cadbury label with aggressive
advertising and promotions. Cadbury needs to succeed in growing the market. It has to stick
to its low price points even as input costs keep increasing. Price hikes could erode volumes.
Cadbury wants to double its turnover by 2010, which calls for a growth rate of over 20
percent annually. It could get into new product categories like gums where the global
portfolio is impressive.
Cadbury can introduce an Energy bar in the Indian market to target the health and sports
conscious people. Cadbury Schweppes has already launched Boost Guarana, a new
chocolate countline bar which the company claims is the first mainstream chocolate bar sold
in UK with proven energy stimulation properties. There is scope for introducing the same in
India.
Cadbury India wants to enhance its share of chocolate confectionery from 6% to 8% in
impulse category. There is good scope to further widen its reach in the target urban
population. Penetration in small towns needs to be increased. This can be addressed through
new and unconventional channels with highly focused servicing areas.
Cadbury can take up E-commerce initiatives like direct websites (B2C) and push B2B
through Distributors portal, Information Management and better Working Capital
Management. This will unlock lot of cash which can be ploughed back to grow the business.
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Cadbury
Cadbury
However, almost all of this consumption is in the cities, and rural India is nearly chocolate-free. But
the fact is that three quarters of Indians live in Rural Areas. Average summertime temperatures
reach 43 degrees Celsius in India. Chocolate melts at body temperature of 36 degrees.
Low priced unit packs, increased distribution reach and new product launches can be said to have
fuelled this growth. The launch of lower-priced, smaller bars of chocolate in the last two years and
positioning of chocolate as a substitute to traditional sweets during festivals, have boosted
consumption. This is also because chocolate, which was considered to be an elitist food, has caught
the fancy of buyers looking for a lifestyle item at affordable cost.
Till recently, chocolate consumption had been restricted by low purchasing power in the market.
Chocolates and other cocoa-based snack foods were looked upon as food suitable only for the welloff.
After economic liberalization in 1991, major changes have occurred in food habits, partly on account
of rise in gross domestic product (GDP) growth and higher purchasing power in the hands of the
middle-class representing a third of the total population. Availability of chocolate products has also
exploded.
Targeting
For 50 years, Cadbury's has successfully played the role of market leader and market maker by
building brands that have a large base of loyal consumers. The last few years especially, have seen the
company invest heavily in the entire value chain to successfully combat competition and continually
move the market to the next stage of evolution. Traditionally, chocolates were always targeted at
children. In fact, till the mid-nineties, Cadburys marketing communication campaigns were targeted
at kids. The advertisements focused on the relationship between the parents and their children, where
parents expressed their love by gifting the child a Dairy Milk. But stagnancy in growth rates made the
companies re-think their strategies.
In 1994, Cadbury India Ltd. changed its tack and the communication campaigns were targeted at
adults, to expand the chocolate market and increase sales. Since low margins, high volumes, price
sensitivity and high advertising expenses characterize the Chocolate industry, Cadburys long term
strategy is to target lower price points in the chocolate segment to help pep up volume growth.
Cadbury 'universalized' the chocolate market. The multi-award winning advertising campaign - 'The
Real Taste of Life' - was launched, capturing the childlike spontaneity in every adult. Cadbury has
well adjusted itself to Indian custom. It has properly repositioned itself in India whenever required i.e.
from children to adults, togetherness bar to energizing bar for young ones etc.
Positioning
Cadbury had its tryst with India when it kick-started operations in 1947. Today the brand claims a
70% share of the Indian chocolate market, despite heavyweight competitors like Nestle and domestic
giants like Amul. With more than 50 years of its existence in India, Cadbury has built powerful brands
for itself in the country like Five Star, Perk, Gems, Clorets or even the good old Cadbury diary milk.
However, it was the real taste life campaign, which changed the fortunes of the company. For
decades, Cadbury had existence in India, but the common perception was that Chocolate is for
children only. This norm was to be broken to expand the Chocolate market share. Cadbury
successfully achieved this through the repositioning exercise through Cadbury Dairy Milk (CMD) and
the launch of Perk.
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Cadbury
A repositioning campaign was arranged for dairy milk that showed adults doing unconventional
things (like a lady breaking into a jig in the middle of the overflowing cricket stadium) driving home
the message that adults could enjoy chocolate as well.
In order to make chocolates more acceptable and accessible amongst adults and erase the kiddy
connotations, Cadbury in the last two-three years has positioned a number of its major brands as an
indulgent, adult treat. Cadbury's India Ltd. tops in Advertising with 52% share of the Chocolate
advertising pie on television.
Cadbury has successfully transformed its brand image from children to adults by convincing people
that happiness and successes should be celebrated with Cadbury. This has led to a major thrust in
increasing the number of distributors and retailers across the country with the result that Cadbury
chocolates are available at any paan and cigarette shop in every nook and cranny of India.
Cadbury has soon replaced Mithai Ka Dibba as gifts even at weddings by Cadbury Celebrations.
It has also convinced people to give Cadbury chocolates as gifts, prizes and a fun confectionary to
munch. Cadbury reinforced the market once again with vision, A Cadbury in every pocket, khaane
walon ko khaane ka bahana chaahye, and kuch khaas hai zindagi mein and maza aa gayaa. In the
past couple of years in the face of increasing competition from Swiss chocolates major Nestle India
and the home-grown Amul, Cadbury has been pushing its products aggressively and targeting the
adult audience especially to expand the market.
Cadburys strategy to attract consumers is somewhat unique in a sense, instead of focusing on the
product; it seeks to tap into emotions normally associated with chocolates. They have also adapted
their strategies to the unique demands of the Indian retail sector. The strategy has clearly proved
successful, as they have been able to build and maintain a leadership position in the market with many
loyal customers.
Cadbury has followed a well-planned strategy of fuelling volume growth by introducing smaller unit
packs at lower price points. Simultaneously, the company seems to have astutely juggled with the
larger pack sizes and raised prices to a degree higher than what appears at face. The strategy has
driven volumes in the last two years and the volume growth is expected to continue in the coming
years.
Assumptions in Planning Process
Marketing plans for the following years are usually drawn out for 3-5 yrs with suitable forecasts and
assumptions. Several tools such as past data, market research, expectations, expansions plans are
taken into accounts while making such assumptions.
Marketing Potential Assumptions:
In order to increase their market share, they intend to increase the market demand for
chocolate through innovations and affordability. It assumes to contain the price and make it
affordable inspite of the rising raw material prices. Cadbury is associated with its flagship
brand DairyMilk. Moving beyond this image, it intends to innovate and compete with the
several foreign brands entering Indian markets.
It intends to increase its brand value by diversifying its global portfolio. This may increase the
revenues of Cadbury in general, but may or may not contribute to its market share in the
chocolate (confectionary) segment.
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Forecast Assumptions:
Cadburys forecast that its market share would double from 2006-2010, which means about
20% growth annually. In order to attain this, they plan to add new capacity. They assume that
new capacity would be operational and also meet the required market demand by 2010
Cadbury India is the leader in the chocolate segment with about 70% market share. With
increasing number of foreign brands entering the Indian markets, Cadbury would face a stiff
competition. It assumes it could continue to maintain its leading share with increase in
innovations, affordability and branding.
Other Assumptions:
Cadbury will continue to build up on its position in Indian Chocolate market. It can be safely said that
Chocolate consumption will continue to rise in India both in rural and urban markets. 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. But performance of Cadbury will also be dependent on these factors:
Good monsoon ensures adequate availability of raw materials, which are mainly agricultural in nature.
Raw material prices have significant influence on margins.
Government policies in terms of licensing, duties, movement of agricultural commodities etc. also
affect the introduction of products, time lag for a product launches, taxes, excise, etc all influence the
business.
Market growth driven by overall economic growth and urbanization also contributes. An overall
booming economy will consume tonnes of chocolates because consumer spending increases. Also, the
absolute number of consumers in middle class & upper middle class increases.
Rupee depreciation improves export realizations; however it also makes import of raw material (esp.
cocoa) expensive.
Impact of imported brands. Usually, these imported chocolates taste better than domestic chocolate
due to recipe difference. Hence consumers who are willing to spend a little more, prefer these
imported chocolates. However, the premium brands, which come through official channels, do not
pose a threat to the market, as these cater to a small niche market.
Customer Target:
The Chocolate market presently is close to 60mn consumers and they are mainly located in urban
areas. Cadbury's has successfully played the role of market leader and market maker by building
brands that have a large base of loyal consumers. Cadbury had its tryst with India when it kick-started
operations in 1947. Today the brand claims a 70% share of the Indian chocolate market, despite
heavyweight competitors like Nestle and domestic giants like Amul. With more than 50 years of its
existence in India, Cadbury has built powerful brands for itself in the country like Five Star, Perk,
Gems, Clorets or even the good old Cadbury diary milk. The last few years especially, have seen the
company invest heavily in the entire value chain to successfully combat competition and continually
move the market to the next stage of evolution. Traditionally, chocolates were always targeted at
children. In fact, till the mid-nineties, Cadburys marketing communication campaigns were targeted
at kids. The advertisements focused on the relationship between the parents and their children, where
parents expressed their love by gifting the child a Dairy Milk. But stagnancy in growth rates made the
companies re-think their strategies. This norm was to be broken to expand the Chocolate market
share.
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Cadbury successfully achieved this through the repositioning exercise through Cadbury Dairy Milk
(CMD) and the launch of Perk. It changed its track and the communication campaigns were targeted
at adults, to expand the chocolate market and increase sales. Cadbury 'universalized' the chocolate
market. The multi-award winning advertising campaign - 'The Real Taste of Life' - was launched,
capturing the childlike spontaneity in every adult. Cadbury has well adjusted itself to Indian custom.
It has properly repositioned itself in India whenever required i.e. from children to adults, Togetherness
bar to energizing bar for young ones etc. Cadbury in the last two-three years has positioned a number
of its major brands as an indulgent, adult treat. It has successfully transformed its brand image from
children to adults by convincing people that happiness and successes should be celebrated with
Cadbury. This has led to a major thrust in increasing the number of distributors and retailers across
the country with the result that Cadbury chocolates are available at any paan and cigarette shop in
every nook and corner of India. Cadburys strategy to attract consumers is somewhat unique in a
sense, instead of focusing on the product; it seeks to tap into emotions normally associated with
chocolates.
Competitor Target:
In the domestic market, Nestle India has been deriving its revenues from five product baskets - coffee
(Nescafe Select, Sunrise); milk products (Milkmaid condensed milk and ready mixes, Coffeemate
coffee creamer, Everyday dairy whitener);foods for infants (Cerelac, Nestum, Lactogen);
chocolates/confectionery and malted beverages (Milo, Kitkat, Charge, Munch, Polo); and food
products (Maggi noodles, soups).
Nestl describes itself as a food, nutrition, health, and wellness company. Recently they
created Nestl Nutrition, a global business organization designed to strengthen the focus on
their core nutrition business. They believe strengthening their leadership in this market is the
key element of their corporate strategy. This market is characterized as one in which the
consumers primary motivation for a purchase is the claims made by the product based on
nutritional content.
Nestle, often stresses the energy giving aspects of chocolate (for example, in advertising for Nestle
Charge), or on other attributes of the chocolate taste in the case of Nestle Crunch, as a light snack in
the case of Nestle Bar One. Nestle specifically targets children in the advertising for Milkybar, its
white chocolate, again emphasizing its energy giving properties. To counter Milkybar, Cadbury has
the Dairy Treat - where it targets mothers by trying to convey the message that its product is full of
the goodness of milk, and so equivalent to consuming milk itself. Bar One chocolate has been relaunched in new tastes, packaging and pack sizes. And another variant of KitKat - white chocolate has just been rolled out. Cadburys Perk parallel in Nestle - Munch Pop in the snacking arena has also
taken well. In Nestle India per se, out of its various businesses, the revenues from chocolate segment
are just 15% of its total revenues. The focus primarily has been in the growing Indian processed foods
sector, though it comes second in the chocolate segment with a market share of 20%.
PRODUCT MIX CHOCOLATES (Past and Present)
PRODUCT BASKET
Bars Dairy Milk
Plain
Fruit n Nuts
Roasted Almond
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5 Star Crunchy
Milk Treat Chocolate
Orange
Cadbury
Chunky
5-Star
Cadbury
Perks sale surged Cadburys advertising has, over the past few years, aptly reflected Indias passion
for chocolates.
In another ad Cadbury tries to associate Celebrations with reliving old memories. Looking wistfully at
a photograph, Mr. Bachchan thinks, he recollects the photo-shoot when he had thrown the cap off his
friend's head. More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk
with celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language. It
has been adopted by consumers and today is used extensively to express joy in a moment of
achievement .The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the
prestigious Cannes Advertising Festival 2006 for 'Best use of internet and new media'. The idea
involved a tie-up with Reliance India Mobile service and allowed students to check their exam results
using their mobile service and encouraged those who passed their examinations to celebrate with
Cadbury Dairy Milk.
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Appendix A
Survey for chocolate brands
Below 15
15 to 25
25 to 40
Above 40
3. If Cadburys, then which is the first brand that comes to your mind?
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5. What are the features that you look for in a chocolate? (multiple options
can be chosen)
Have a perfect taste or delicious to eat
Nutritious and healthy
For fun filled moment
Is value for money
Others
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