AIMS

MARKETING APPLICATIONS & PRACTICES

FMCG MARKETING

CADBURY DAIRY MILK ACTIVE

FMCG INDUSTRY

DEALS WITH THE PRODUCTION,
DISTRIBUTION AND MARKETING
OF CONSUMER PACKAGED GOODS.


FMCG ARE PRODUCTS THAT
CONSUMED BY THE CONSUMERS AT A REGULAR INTERVALS
AT RELATIVELY LOW COST
DON'T REQUIRE A LOT OF THOUGHT, TIME AND FINANCIAL INVESTMENT TO
PURCHASE
PERSONAL CARE
ORAL CARE
HAIR CARE
SKIN CARE, COSMETICS,
DEODORANTS
PERFUMES..
HOUSEHOLD CARE
LAUNDRY SOAPS
MOSQUITO REPELLENTS
DISH CLEANERS
FOOD & BEVERAGES
SOFT DRINKS,
BAKERY PRODUCTS
TEA, COFFEE
VEGETABLES .
FMCG CATEGORY & PRODUCTS
HISTORY
Cadbury plc is a British confectionery company which began its operations in India
in 1948.
It has manufacturing facilities in Thane, Induri (Pune) and Malanpur (Gwalior),
Bangalore and Baddi (Himachal Pradesh)
By 1969, the groups growth was rapid and also listed itself at Indian Stock
Exchange
Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market .
Cadbury plc was acquired by Krats food in feb 2010 and now they are the largest
confectionary company in the world

INTRODUCTION
Early 90's, Meant for kids',
Mid 90's , `Real Taste of Life' campaign,
`just for kids ---- kid in all of us
Campaigns:
'Khanewalon Ko Khane Ka Bahana Chahiye'

'Pappu Pass Ho Gaya

Shubh Aarambh--Koi bhi shubh kaam karne
se pehle kuch meetha khalena chahiye.
Kaam acha hota hai.

CURRENT PRODUCTS
Product Brand:
Chocolates:

5star
Perk
Dairy Milk
Celebration
Temptations
Eclairs
Gems
flake
CURRENT PRODUCTS
Snacks:
Bytes, Cadbury Snaps




CURRENT PRODUCTS
Beverages:
Bournvita
Candy:
Halls
Gums:
Bubbaloo
MARKET SHARE
MARKETING OBJECTIVE

To sustain & increase Cadbury's good
position in Indian market

SWOT
STRENGTHS
The third largest soda (soft drink) company.
The fourth largest confectionary company in the world
Products are sold over 200 countries.
Around 10 Billion Pounds of market capitalization
Owns brands such as Orangina, Snapple, Dr. Pepper,
7 Up, Motts, Bubbilicious and Trident



SWOT
WEAKNESSES
Very few new products are created by own group.
Small range of products.
The company has relatively high prices
Transportation and its costs giant because of the companies size
Production costs high due to manufacture of most products taking
place mainly in the UK
Quality of new products is automatically expected to be very good

SWOT
OPPORTUNITIES
Expand into new markets
Produce new products
Try different types of businesses.
Acquisition of more famous and well known brand names
Leadership in Soft Drink market
Expand product range in order to target multiple user groups


SWOT
THREATS
Rise of transportation prices
Other companies such as Nestle who also strive for market
leadership
Change in laws that inhibit production or sales in any way
Rationale for being listed questionable (small market cap and one
major shareholder)
Exposed to tight labour market and wage inflation

Industry Competitors
(Segment Rivalry)

Low
Suppliers
(Supplier Power)

High
Potential Entrants
(Threat)

Low
Buyers
(Buyers power)

Medium
Substitutes
(Threat Of Substitutes)

Medium

PORTERS FIVE FORCE MODEL

PEST ANALYSIS
Political
Any change in laws or
regulations, especially
concerning international
trade and food labeling
could greatly affect Cadbury
Awareness of the Food
Safety Act
Cadbury needs to make
sure none of its companies
are breaking laws in the
production, and for example
employing children or
paying under minimum
wage. Otherwise, scandals
and lawsuits would greatly
hurt Cadburys reputation
Economical
World economy relatively
good at the moment, would
support the launch of a new
chocolate bar
High consumer spending
and low interest rates also
encourage a new product
Confectionary market is
growing, very high sales
and still many uncovered
segments
Social
Many people trying to eat
healthy and cut down on
confectionary goods and
soft drinks due to the
current skinny is beautiful
trend
Public opinion of Cadburys
is high, no major concerns
to stop consumers from
buying their products
Technological
Production is high due to
high technology machines
and factories enabling high
quality mass production
Medias such as the
internet, television and the
radio enable large amount
of cheap advertisement
Internet is a good place to
sell goods, even
confectionary ones.
Provides a new consumer
group with access to
Cadbury and allows even
larger sales due to a larger
overall consumer group
THE LAUNCH STRATEGY OF CADBURY
DAIRY MILK ACTIVE
Marketing Mix:
Product
Price
Place (distribution)
Promotion.

NEW PRODUCT
Herbal Chocolate Anti-oxidant

Herbal Chocolate Energy

Chocolate Hoodia

Chocolate Ginseng

OUR NEW PRODUCT DEVELOPMENT WITH HEALTH
BENEFITS!
Merging chocolate with herbs to create a healthy delicious synergy.
BENEFITS
1. Herbal Chocolate Anti-oxidant

2.Herbal Chocolate Energy
(mental alertness & energy and mood elevator )

3.Chocolate Hoodia
( curbs appetite & gives control over eating)

4.Chocolate Ginseng
( Natural Adaptogen & top health and vitality herb )





PRICE
We have chosen a low price strategy to attract our target
customers.

10 gms Rs. 15
20 gms Rs. 25
50 gms Rs. 75

PLACE
Metropolitans cities
Mumbai
Delhi
Kolkata
Bangalore
Pune
Chennai
Ahmedabad
PROMOTION

Advertising ( Radio & T.V)

Free Samples for tasting

Retail outlets & Malls

Print media

SEGMENTATION
Geographic:
(Urban & Semi-Urban)

Demographic:
(All age groups)

Psychographic
(Lifestyle)




TARGETING
It is mainly targeted towards health conscious
people like Athletes and Models.


POSITIONING
It will be positioned as a chocolate which satisfies the taste
buds without affecting the health.




A chocolate to be enjoyed without any worries about health.
DIFFERENTIATION
UNIQUE PRODUCT
VARIETY
HEALTHY & TASTY

FINANCIAL OBJECTIVE
To make the brand financially more sound &
profitable
BUDGETING
RAW MATERIAL(INCLUDING THAT OF HERBAL)
50,00,000
MACHINERY 1,50,00,000
PR ACTIVITIES 1,00,00,000
MARKET RESEARCH 15,00,000
OTHER EXPENSES 15,00,000
PACKING AND DISTRIBUTION EXPENSES 25,00,000
PROMOTION EXPENSES
5,00,00,000
8,55,00,000
CONT..
UNITS RS/UNIT INCOME
Rs 15 * 50,000 boxes 50,000*100 50,00,000 15 7,50,00,000
Rs 25 * 30,000 boxes 30,000*100 30,00,000 25 7,50,00,000
Rs 75 * 20,000 boxes 20,000*100 20,00,000 75 1,50,00,000
100,00,000 16,50,00,000

THANK YOU!!