Marketing Assignment

BCG Matrix

Company – Cadbury

Khushboo
Singh
EBiz -1
Market growth

Star Market share

Star is the category of product that maintains high market share and operates in a
high market growth. Cadbury product Dairy milk and Bournvita holds largest pie
in Cadbury. Dairy Milk, a driver of chocolate category in India accounts for 41% of
market share and grow at a CAGR of approx. 30%. Bournvita also accounts for
about 16% market share and to be considered as second most preferred malted
beverage after Horlicks.
Dog
Dogs hold low market share compared to competitors and operate in a slowly
growing market. In this category I have placed Cadbury bytes, Bubaloo, and
Bourvilla because of the low market share and lessor market growth due to better
competitors like KitKat, Dairy Milk, etc. And many of the products are not being
produce anymore.

Cash Cow
Cash cows are the most profitable brands and should provide as much cash as
possible. The products like 5 Star, Eclairs etc. have higher demand in the market.
Cadbury’s 5 Star in the Market leader in the count line segment of chocolates in
India with a market share of around 67 %. The brand has retained its success for
almost four decades now and is also sold in markets like Brazil, Philippines,
Malaysia etc.

Question Mark
The brands that require much closer consideration. They hold low market share in
fast-growing markets consuming a large amount of cash and incurring losses.
Cadbury Gems is one such product in the market that have low market share
because the product have reached to the decline stage and requires a good
strategies to bring the product into the market.