MIM GroupRakesh Vishwakarma21

ProductProduct

Key brand of Chocolate Confectionery: Cadbury Dairy Milk, 5 Star,

Perk, Éclairs and Celebrations.

Perk Journey: Introduce in 1996 perk to get global competition  

Perk: First wafer chocolate brand in India.

Ingredients:

Milk chocolate 50%-sugar,cocoa butter, milk solids, cocoa solids, emulsifiers water layers with choco crème 50%-wheat floor,sugar hydrogenated vegitables oil, caramel (150c), salt and raising aigent

Contain artifical & nature identical flavouring substances.

Price Price

27-g Perk XXL Rs 10

15-g Perk Xl Rs 5

8-g Mini perk Rs 3 (Perk in every pocket)

Promotion Promotion 1) 360-degree campaign with mix of television, consumer contact activities,

etc. 2) Tie up with leading coffee chain Café Coffee Day for direct sampling 3) Product sampling for first two months across 25 towns

Raageshwari started advertising features of mischievous, bubbly teenagers getting out of their 'stuck and hungry'

Strategy behind this add were1) cover all the mischievous teenagers and rest other crowd will follow them.2) If hungry than eat perk rather than having other things3) To compete the chips & wafers

Promotion cont…Promotion cont…

Preity Zinta with the 'hunger strikeStrategy behind this add were1) cover all the youth where rest other crowd will follow them2) Male fans of Preity Zenta will eat perk3) Female fans want to be like her, hence they will eat perk 4) Thodi Si Pet Pooja 5) Preity Zenta will be another reason for falling in love with perk

Perk was the only source for him to live

Even if you are alone don’t scare if you have perk

Promotion for Ulta PerkPromotion for Ulta Perk

Promotion cont…Promotion cont…Genelia D'souza (Jaane Tu... Ya Jaane Na) brand ambassador of Perk.

Re-launching the product in the market

Add a new variant - Perk Poppers

Introduced Perk Slim

Increase width of perk consumption, through low point packs & distribution

Increase depth of consumption, targeting regular chocolate consumers through generating impulse & dominant presence at a point of sale

Improve its distribution quality by providing refrigerators at several outlets

Providing at affordable price to its market penetration

Promotion MantraPromotion Mantra Anytime, Anywhere

Thodi Si Pet Pooja

Kabhi Bhi Kaise Bhi

Baaki Sab Bhoola De

Bored Ho To Muh Chalao

Take It Lightly

PlacePlace

Targeted:• Snacking space in the domain of chips and salty wafers• Youth

Launched:• Ulta Perk' has been preliminary launched in South Markets -Tamil

Nadu & Karnataka for over 6 months

StrengthStrength• Strong brand name will counter attack the competitors

• Rich product mix

• Support from the parent Cadbury Schweppes

• Keep up the financial strength by increasing its sales & profit

WeaknessWeakness

• Lack of launch of new brands in Perk segment

OpportunityOpportunity• Indian market & specifically urban area where the penetration of chocolate is low

• Using Better information & technology to bring efficiency in logistics & distribution

• Stiff competition in confectionery market

• Large exposure of foreign currency rate risk, mainly on account of import of cocoa beans cocoa butter

• Entry of salted snacks

ThreatsThreats

MIM GROUP

Tejas Shah24

. Cadbury Dairy Milk

The journey with chocolate lovers in India began in 1948.

Today, Cadbury Dairy Milk alone holds 30% value share of chocolate market

50% of molded chocolate segment

One of the Largest chocolate brand in the country

 

Product line of Dairy Milk• Dairy Milk Crackle• Fruit& Nut• Roast Almond• Double Deck• Chunky

• Cadbury Dairy Milk Wowie - chocolate with Disney characters embossed in it,

• Cadbury Dairy Milk 2 in 1 - a delightful combination of milk chocolate and white chocolate

 

PackagingPackaging

Cadbury Dairy Milk comes in a purple branded outer cover which is the official colour for Cadbury.

• Launched a strengthened, new 'purity sealed' packaging for Cadbury Dairy Milk.

• The 13g (Rs 5) double wrapped for maximum protection.

• Wrapped in aluminum foil and enclosed in a poly-laminated flow pack, which is completely sealed on all sides.

• The larger Cadbury Dairy Milk packs come in poly-coated aluminium foil, which are heat-sealed and then wrapped in the branded outer package.

Promotion

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

In the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid in all of us'.

It appealed to the child in every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings'

The 'Real Taste of Life' campaign which people still fondly remember. "girl dancing on the cricket field" has remained etched in everyone's memory, as the most spontaneous & un-inhibited expression of happiness.

This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad Club, Mumbai) awards.

 

In the late 90's, to further expand the category, the focus shifted towards widening chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye' campaign. This campaign built social acceptance for chocolate consumption amongst adults, by showcasing collective and shared moments

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

 

Cadbury launches 'Wowie' with Disney characters

• Cadbury Daily Milk Wowie, which is a chocolate delight with Disney characters Mickey, Pluto, Goofy and Donald.

• Cadbury Diary Milk Wowie is targeted at the 8-13 year old consumers and is priced at Rs 10 per pack of 22 grams

• Then the worms crawled in

Project ‘Vishwas’• New imported machinery• Packing cost 15% higher• Roped in Big B- Resulted Customer Satisfaction

Facts/Innovations :

Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005 edition of Brand Equity's Most Trusted Brands survey

One innovative tie -up with Reliance webworld was executed, wherein students across 66 examination boards across the company could access their results on Rworld through their Reliance mobiles. If they passed a message congratulating them on their moment of delight from Dairy Milk was displayed  

Future Plans :

Co Branding cadbury’s and splenda

What is splenda?

Sugar free and suitable for people suffering from diabetes and obesity

MIM GROUP

Harmesh Trivedi22

• Cadbury Bytes was launched in 2004-05 as Cadbury's foray into the rapidly growing packaged snack market. Cadbury India is attempting to increase the declining market for chocolate with innovation,one of which is its sweet snack, Bytes

• It's a bite sized snack with a crunchy wafer and rich Choco cream filling. There are three variants of Bytes available in the market - Regular, Coffee and Strawberry, at two price points- Rs 5 and Rs 10. The product is being outsourced and manufactured in Maharashtra by the Kolhapur-based ShreeWarana Sahakari Dudh

Utpadak Prakriya Sangh Ltd.

• With Bytes, Cadbury has entered into a new category with well entrenched and established brands

CompetitionWell entrenched competitors and local unorganized players which are synonymous with snacking and dominated the market.

The BrandCadbury Bytes is a one of a kind snack, in that it was sweet and not salty and had the irresistible taste of Cadbury chocolate in it. To be positioned effectively as a snack it had to offer the irresistible taste of Cadbury chocolate in the context of shared snacking.

The Brand ObjectivePosition Cadbury Bytes as the "people magnet" of snacking which led to being creatively expressed as "Bytes Jahaan Public Wahaan!" and proposition we have arrived at is "Snacking ka meetha funda“.

In the case of Bytes, Cadbury which first launched the chocolate flavour down south entered the markets in the north with all three variants

Cadbury Bytes is targeted at teens as they are the largest consuming segment of packaged snack category. They are also the gateway to the family, especially for a new sweet snack

Cadbury India has tied up with Mobile2win for their first-ever wireless activity in India. The idea was to not only bring in interactivity via SMS promotion with the desired target group of kids and teens in Southern India, but also reach out to a large number of people in the most cost-effective manner.

In addition to this, there was a special on ground promotion had been initiated on 26th & 27th February05 at Food Mall in Chennai, Bangalore and Hyderabad as well as at Big Bazaar and Food Bazaars, Inorbit Mall in Mumbai

It's a pull activity which was linked to the TVC's broadcast on Cartoon Network and Sun Network in the South. A 5-second tag, which said SMS BYTES to 8558, followed the TVC and you could win two Sony Play stations, T-shirts and 1000 VCDs. It was a one-month promotion.

Ad agency Contract, Mumbai, which is already handling certain Cadbury brands such as Celebrations, Éclairs, will now add Cadbury Bytes to its list

Cadbury Bytes has had memorable advertising- the boat, picnic,and park films launched in 2004.

 

Cadbury bytes-T-shirt

Cadbury bytes-boat

Cadbury bytes-park

Cadbury bytes-picnic

Currently it occupies 2.4 % market share in chocolate market.