PRESENTED BY,

GAURAV H. NANJANI
PGDBM. BATCH 09-11
RIZVI MANAGEMENT INSTITUTE
BANDRA(w) MUMBAI
 For over 3000 years,
Chocolate…like gold, has
had a universal appeal
First people who made chocolate were the Mayas
and the Aztecs

They drank chocolate as a bitter and spicy

beverage called “xocoatl” (“bitter water”)

Chocolate played an important role in their social

and religious life

It symbolized life and fertility and was also used as

medicine

It was a drink for wealthy and important people

(royalty, priests, etc.)

Cocoa beans were also used as money

 IS

YES
CHOCOLATE
HEALTHY?
 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
Founder: JOHN CADBURY
LOCATION:Birmingham, UK.
YEAR: 1824

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
Vision:
"Working together to create brands people love"

Cadbury’s mission statement

  Says simply, ‘Cadbury means quality’; this is our promise. Our reputation is built upon quality;
our commitment to continuous improvement will ensure that our promise
  
Mission Statement 0f the product:
The mission statement of our new product is “To provide our customers with a tempting and
exquisite taste” as Enticing Treats means a mouth watering treat which is simply irresistible.
 Popular Brands in INDIA
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 URY.
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BY
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OCOLAT E M A RKET.
S H A RE O F T H E INDIAN CH
30% VALUE
PRODUCT
 CHOCOLATE BAR.
MADE FROM REAL DARK CHOCOLATE.

SIMILAR DESIGN WORLDWIDE.

CONTAINS MORE MILK THAN ANY OTHER CHOCOLATE BAR.

AVAILABLE IN 10.5g, 22g, 95g, 165g & OTHER PREMIUM PACKS

INGREDIENTS
SUGAR
COCOA
MASS

COCOA
BUTTER

EMULSIFIERS

VEGETABLE
FAT

CREAM
VARIANTS
PRICE
 WEIGHT (gm) PRICE
10.5 5
22 10
40 20
42 CRACKLE 25
95 50
80 FRUIT & NUT 55
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

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

4 sales offices:
New Delhi
Mumbai
THESE
Kolkota FACTORIES
Chennai CHURN OUT
CLOSE TO 8,000
Corporate/Head office: TONNES OF
Mumbai CHOCOLATE
ANNUALLY
 DISTRIBUTION
 CDM ARE SOLD DIRECTLY TO WHOLESELLER AND RETAILERS.

CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES

2100 DISTRIBUTORS AND 450,000 RETAILERS.

RETAILER
WHOLESELLER
PROMOTION
 Strong brands are very important in the chocolate
confectionery market.

 Almost 80% of chocolate purchases are made on

impulse.

 The media mix for the campaign comprises TV, outdoor,

Internet and radio.

 Use of emotional appeals in advertising.

 Concentrated more on TV. Advertisement.

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
Cadbury appointed Amitabh Bachchan as its
brand ambassador.

The Big factor that has pushed up CDM sales is

the Amitabh Bachchan campaign.
PACKAGING
PACKAGING STYLES

1905 1930s

1970s
1960s
 PRESENT

Pearlfisher is the design agency responsible for the execution of the pack's new look.
PACKAGING
MATERIAL

ALUMINIUM FOIL

PAPER COVER

PLASTIC COVER
 ADVANTAGES OF PACKAGING

Protect the product from physical damage or

deterioration

Display the product – good graphic design and

shape is important.

Attracting customers

Improved efficiency
 STP
SEGMENTATION 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
adults-including 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
Y
O
U