by :- Group 7 ANEESH SHARMA -10007

AJAY RAO – 10019POOJA SAXENA -10031

SENTHIL S – 10043THIRTHA -10055

History of Chocolate

• In 1657, the first chocolate house was opened in London

• For more than 100years, the making process of Chocó remained same

• First form of solid chocolate was invented at the end of 18th century

• Joseph Fry made the first solid chocolate for consumption in 1847, followed in 1849 by the Cadbury brothers.

Cadbury’s Profile

Founder : John CadburyLocation : Birmingham, UKYear : 1824

1905 1928

Launched first Dairy Milk Bar

Brand Leader in UK

Cadbury India

• Journey with Chocolate lovers in India has started in 1948.

• Cadbury India begun its operations with importing the chocolate & then repacking it before distribution

Kraft Acquired Cadbury In Feb 2010

One of the World’s Largest Confectionery Company

BRANDS

Dairy Milk5 StarGemsBournvitaPerkBytesTemptations

Market Share and Growth Rate

• Indian chocolate consumption 20gms per person

• Indian chocolate market is valued at Rs.650 Crore

• Market share of 68% of which Dairy Milk alone has 30%

• Growth rate of Cadbury is 4% per annum

4 Ps

PLACETHESE

FACTORIES CHURN OUT

CLOSE TO 8,000 TONNES OF CHOCOLATE ANNUALLY

Registered office :Mumbai (Maharashtra)

Regional offices :MumbaiChennai DelhiKolkata

Factories :ThanePuneHimachal PradeshGwaliorBangaloreCochin

Cocoa Operations :Cochin

DISTRIBUTION CHANNELS

Cadbury dairy milk are sold directly to wholesaler and retailers.

Cadbury's distribution network encompasses 2100 distributors and 450,000 retailers.

Consumer base of over 65 million.

Cadbury reaches 0.6 million retail outlets.

Used IT to improve distribution logistics.

Installed VISI coolers at various outlets.

Setting up two separate distribution channels – one for core business & one for mass markets.

Continued..

PRODUCT

VARIANTS

VARIANTS

PROMOTION

Almost 80% chocolate purchases are made on impulse.

Cadbury’s adopted aggressive marketing strategy.

Use of emotional appeals for advertising.

Concentrated more on T.V advertisement.

In the early 90's, chocolates were seen as 'meant for kids’.

Changed the perception of buyers.

Mid 90's • Category was re-defined by the very popular

`Real Taste of Life' campaign.• The message: `KID IN ALL OF US'

Late 90's• The focus shifted towards widening chocolate

consumption.• Appealed to masses by :• CAMPAIGN : 'Khanewalon Ko Khane Ka Bahana

Chahiye‘

• CAMPAIGN : 'Kuch Meetha Ho Jaaye‘• Associated Cadbury with celebratory occasions .• The phrase "Pappu Pass Ho Gaya" became part of

street language. • MESSAGE : CDM expresses joy in a moment of

achievement / success.

More recently• CAMPAIGN: “Miss Palampur” and “Pehli

taarikh hai” campaigns were launched to increase the frequency of purchase.

ON July 2, 2010 • LATEST CAMPAIGN :“Shubh Aarambh” . • Based on the concept of the Indian tradition of

having something sweet before every auspicious occasion, with the belief that it leads to a favorable outcome.

WEIGHT (gm) PRICE

10.5 5

22 10

40 20

42 CRACKLE 30

80 55

80 FRUIT & NUT 55

165 90

PRICE MENTIONED ABOVE ARE SAME ALL OVER INDIA.

DUE TO PRICE HIKE IN RAW MATERIAL AND LABOUR COST, COMPANY DID NOT INCREASE THE COST OF PRODUCT BUT REDUCED THE WEIGHT OF

PRODUCT.

EG : 5 RS PACK WAS OF 13gm ,BUT NOW SOLD AT 10.5gm

PRICE

S T P SEGMENTATION TARGET MARKET POSITIONING

GEOGRAPHIC SEGMENATION Expansion all over India

IMPULSE SEGMENTATIONFor instant consumption then and there

“Khaane walon ko khaane ka bahana chahiye”GIFT SEGMENTATION

Gifts for someone, gift a Cadbury

Segmentation

TARGET MARKET• The prospective customers have changed from

only kids to adults also - to celebrate any occasion with CDM.

• Targeted the Indian market through various campaigns.

Continued..• In the late 90’s it’s campaign “Khaane walon

ko khaane ka bahana chahiye” targeted the masses in india

• The ‘Miss Palampur’ campaign targeted the rural india.

• The latest campaign ‘Shubh aarambh’ is to target the Youth.

POSITIONING• As chocolates for kids• As a product that can be consumed in any

situation.• Special moments, festivals or as gifts.• Synonymous with sweets – “Kuch Meetha Ho

Jaaye!”

PRODUCT LIFE CYCLE

MARKET SHARE

COMPETITOR ANALYSISCADBURY NESTLE AMUL

MARKETSHARE 68% 22% 8%

PROMOTION AGGRESSIVE AGGRESSIVE ?

AWARENESS HIGH HIGH LOW

AMBASSADOR

AMITABHBACHCHAN

&PREITY

ZINTA

RANI MUKHERJEE ----

NESTLE INDIA LIMITED 35 years Entered chocolate industry in November

1990 It launched three products - the milk

chocolate, the bitter chocolate, Crunch and Bar One

Prices lower than Cadbury

Continued..

• Used its strong distribution network to push its products

• Increase its presence in rural areas• New regional sales offices to increase width

and penetration

AMUL – THE TASTE OF INDIA• Began in 1945• Entered into chocolate segment in 1970• In 2003,launched new variants –

fundoo,bindaas and almond bar• Introduction of seasonal packs

Continued..In 2004• Launch of chocozoo – targeted children• Trendier look – removed butter girl

images• A new tag line – for someone you love• Intoduced economic variants

SWOT ANALYSIS

STRENGTH :• Strong parentage and financial position • High brand awareness• Strong marketing and distribution network • Excellent technology• Strong and innovative human resource

base• Pricing flexibility

WEAKNESS

• Underestimates competition

OPPORTUNITY

• Reduce internal costs - supply chain efficiency, global sourcing and procurement, and wise investment in R&D, so that the end product costs less.

• Deeper penetration into rural market.

THREAT• Grey market imports (smuggled) have drawn

some attention over the past • Competitive pressures from other branded

suppliers (national and global). Aggressive promotion activity by competitors

• Social changes - Rising obesity and consumers obsession with calories counting

• Nutrition and healthier lifestyles

BCG MATRIX :

Wowie

RECOMMENDATIONS

• CADBURY DAIRY MILK CHOCOLATE ROLLS

• CADBURY DAIRY MILK LIQUEUR CHOCOLATE

PROMOTIONAL RECOMMENDATIONS

Trip to Cadbury world!!!Drawing competition

5 Winners

Cadbury World, Linden Road, Bourneville, Birmingham

Thank you !