WEL-COME

10/18/2013

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1
Subject:-Marketing Management
Project on Cadbury chocolate company

10/18/2013

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INTRODUCTION of CADBURY
COMPANY
The company was started in 19th century on July
1948 as a private limited company, under t...
BOARD OF DIRECTORS OF CADBURY INDIA
NAME

DESIGNATION

C.Y.PAL

Chair Person

Rajiv Wahi

Vice Chairman

Jaiboy phillips

...
LOGO OF THE company

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THE REAL TASTE OF LIFE
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5
• Cadbury mission statement says “Simply
cadbury was quality this is our mission &
promise.

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• Promotion of brands carrying mass franchise without comprise
on quality or margins.
• Increasing the market depth includ...
Different Brands of Company
•
•
•
•
•
•
•

Cadbury Dairy Milk
Perk
Cadbury Celebrations
5 Star Crunchy
Beverages (Bournvit...
BRANDS

Core Needs

Auxiliary Needs

Cadbury Dairy Milk

Taste , Sweetness, Enjoyment

Deliciously smooth texture &
unique...
APPROACHES

EXTENT

JUSTIFY

PRODUTION
CONCEPT

Partially applicable

All brands of products are widely available with low...
APPROACHES

EXTENT

JUSTIFY

Selling concept

Partially applicable

Attracting customers by giving advertisements
through ...
Swot analysis of Cadbury company

STRENGTH:
1.Cadbury is the largest global confectionery supplier, with 9.9% of global
ma...
WEAKNESS
1.

2.

3.
4.

Cadbury has a reputation for new product development and
creativity. However, they remain vulnerab...
OPPURTNITIES
1.Cadbury company is very good at taking advantage of opportunities.
2. The company has the opportunity to ex...
THREATS
1. Who knows if the market for Cadbury will grow and
stay in favour with customers, or whether another type
of bev...
DIFFERENT BRANDS AND FEATURES
BRAND NAME

FEATURES

DIARY MILK
The chocolate with deliciously smooth
Texture and unique cr...
CELEBRATIONS
• The above product will be deliverable in all
over India. It consists of all chocolates of
Cadbury which is ...
HALLS
Its ayurvedic proprietary medicine which
consists of niligiri tailam, shakara(sugar
base), nimbus. Which reliefs fro...
PERK
• Which have the extra taste of Cadbury diary
milk .
• Perk contains wafer layers with Chocó cream
and wheat flour an...
PUNCHLINE AND BRAND AMBASSDOR
PRODUCT NAME: DAIRY MILK

DAIRY MILK

“Kuch mita ho
jayee”
10/18/2013

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PUNCHLINE AND BRAND AMBASSDOR

Product name: Perk

PUNCH LINE

THODI SI PET POOJA

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...
PUNCHLINE AND BRAND AMBASSDOR
PRODUCT NAME: HALLS

THANDI SAANS KA
BLAST

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PUNCHLINE AND BRAND AMBASSDOR
Product Name: 5 Star

JO KHAYE KHO
JAYE

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PUNCHLINE AND BRAND AMBASSDOR
PRODUCT NAME:
CELEBRETATION

PUNCH LINE

“RISHTO
ME
MITAS”
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PUNCHLINE AND BRAND AMBASSDOR
PRODUCT NAME:

ECLARS

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25
PUNCHLINE AND BRAND AMBASSDOR
PRODUCT
NAME:BUBBALO

PUNCHLINE:

BUBBA
THE
CAT
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PUNCHLINE AND BRAND AMBASSDOR
PRODUCT
NAME

BYTES

PUNCH LINE

HAR
SNACK
NAMKIN
NAHI HOTA

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PUNCHLINE AND BRAND AMBASSDOR
PRODUCT NAME
BOURNVITA

PUNCH LINE

NATURE AND SCIENCE

TAN KI SHAKTI
MAN KI SHAKTI
10/18/20...
BRANDS COMPETITORS

CADBURY
CHOCOLATES

NESTLE CHOCOLATES

PARLE-G

DIARY MILK

KITKAT

MALODY CHOCOLATE

PERK

MUNCH

MAN...
COMPETITORS OBJECTIVES
COMPETITORS

NESTLE

10/18/2013

OBJECTIVES
“Aim

to build a
business as the
world's leading
nutrit...
SWOT ANALYSIS OF COMPETITORS-NESTLE
1. Diversification: Nestle has a wide product portfolio encompassing baby
foods and da...
WEAKNESS
1. Negative effects on the brand image: The investigations into the
controversial advertising campaign that promo...
OPPURTUNITIES
1. Growing middle class: The growing middle class and the high
percentage of youth population provides an ex...
THREATS
1. Cost of raw materials: Inflation rising at
the pace that it is puts a strain on Nestle for
buying its raw mater...
CONT……
3. Exports to a single location: The company’s exports stood at
Rs 2,571 m at the end of 2003 (11% of revenues) and...
WHOM TO ATTACK AND WHOM TO
AVOID
Competitors

Nestle

Strong

Parle –g

Amul

-

Weak

Close

-

Distant

-

Good

Bad
Att...
FOUR P’S OF CADBUARY
PRODUCT

PRICE

PLACE

DAIRY MILK

RS.5,10,20,

PERK

RS.2,5

CELEBRATIONS

RS.60,250

5-STAR

RS.131...
PRICING STRATEGY
Cost Based Pricing Strategy
The company adopting Cost based pricing
strategy. They set price based on pro...
STAGES OF CONSUMER DECISION
PROCESS
Stages involved:
• Need Recognition.
• Information Search.
• Evaluation of Alternative...
FACTORS INFLUENCING BUYING BEHAVIOUR
FACTORS

HIGH/MEDIUM/LOW
IMPACT

JUSTIFICATION

Cultural factors

High Impact

Accord...
High Impact

According to this factor
the age of the consumer
highly influence to the
product

Low Impact

Many of consume...
Conclusion
After studying the overall report we
come to conclude that the company has a
good market share and good brand i...
Thank you

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How to theory apply in to practical of marketing management to cadbary dairy milk products

  1. 1. WEL-COME 10/18/2013 Babasabpatilfreepptmba.com 1
  2. 2. Subject:-Marketing Management Project on Cadbury chocolate company 10/18/2013 Babasabpatilfreepptmba.com 2
  3. 3. INTRODUCTION of CADBURY COMPANY The company was started in 19th century on July 1948 as a private limited company, under the name of the Cadbury fry (India) private limited and commenced business soon thereafter. Manufacturing facilities were set up gradually 10/18/2013 Babasabpatilfreepptmba.com 3
  4. 4. BOARD OF DIRECTORS OF CADBURY INDIA NAME DESIGNATION C.Y.PAL Chair Person Rajiv Wahi Vice Chairman Jaiboy phillips Non Executive Director V .Chandramouli Executive Director Sunil Seth Executive Director Sanjay Purohit Executive Director 10/18/2013 Babasabpatilfreepptmba.com 4
  5. 5. LOGO OF THE company 10/18/2013 THE REAL TASTE OF LIFE Babasabpatilfreepptmba.com 5
  6. 6. • Cadbury mission statement says “Simply cadbury was quality this is our mission & promise. 10/18/2013 Babasabpatilfreepptmba.com 6
  7. 7. • Promotion of brands carrying mass franchise without comprise on quality or margins. • Increasing the market depth including rural india’s coverage. • Better product quality and packaging. • All round efficient utilisation of tangitable as well as intangible such as brands and people. • Efficient working capital management. • Depreciation charge to meet the CAPEX needs every year. • Surplus cash so generate to either gainfully and meaningfully reinvested in business or return to Stake holders. 10/18/2013 Babasabpatilfreepptmba.com 7
  8. 8. Different Brands of Company • • • • • • • Cadbury Dairy Milk Perk Cadbury Celebrations 5 Star Crunchy Beverages (Bournvita) Eclairs Halls 10/18/2013 Babasabpatilfreepptmba.com 8
  9. 9. BRANDS Core Needs Auxiliary Needs Cadbury Dairy Milk Taste , Sweetness, Enjoyment Deliciously smooth texture & unique creamy tasty Perk Taste , Sweetness, Enjoyment Wafer chocolate Light and crispy 5 Star Crunchy Taste , Sweetness, Enjoyment Cingering taste of Togetherness & Soft & Chewy Beverages (Bourn vita) Taste , Sweetness, Enjoyment To grow Strong & Healthy. Celebrations Taste , Sweetness, Enjoyment Tasty, Rich looking and Status Éclairs Taste , Sweetness, Enjoyment Delicious journey to a heart of rich chocolate. Halls Nasal and Throat relief Mouth Refreshment 10/18/2013 Babasabpatilfreepptmba.com 9
  10. 10. APPROACHES EXTENT JUSTIFY PRODUTION CONCEPT Partially applicable All brands of products are widely available with low cost expect celebration which is high cost so it is partially applicable. PRODUCT CONCEPT Fully applicable 10/18/2013 Here products are given importance with superiority. Unique features like Cadbury dairy milk colorful primary packaging over a thin aluminums foil is used.5 star comes its classes golden color. Perk has color combination of blue, yellow, red and brown, éclairs is a toffee version of chocolate packed in combination of blue and yellow. These chocolate includes rich variants fruits and nut, craclsle and roast almond, and rich dry fruits. Babasabpatilfreepptmba.com 10
  11. 11. APPROACHES EXTENT JUSTIFY Selling concept Partially applicable Attracting customers by giving advertisements through media. in India Cadbury is highest selling chocolate brand with 70% market dominations. In order to increase its consumer base, it comes up with new campaign to increase the consumption of chocolates Marketing concept Fully applicable Cadbury always focus on delivering best of its customer in order to get best cocoa for its chocolates. Societal marketing concept Fully applicable Cadbury competitors are not only restricted to chocolate industry but also small sweets shop owners. cadbury has positioned itself as that whenever people want to have sweet then they should have cadbury chocolate. Company has launched dairy milk desserts for the same. Company wants to be a part of every Indian consumer happiness, joy and celebrations. For this company has come up with campaigns to promote its product to the child in every adult. “real taste of life” is one such campaign from the company. 10/18/2013 Babasabpatilfreepptmba.com 11
  12. 12. Swot analysis of Cadbury company STRENGTH: 1.Cadbury is the largest global confectionery supplier, with 9.9% of global market share. 2.High financial strength (Sales turnover 1997, £7971.4 million and 9.4%). 3.Strong manufacturing competence, established brand name and leader in innovation. 4.Advantage that it is totally focused on chocolate, candy, chewing gum, unique understanding of consumer in these segments. 5.Successfully grown through its acquisition strategy. Recent acquisitions, including Adams, 2003, enabled it to expand into important markets like the US market. 10/18/2013 Babasabpatilfreepptmba.com 12
  13. 13. WEAKNESS 1. 2. 3. 4. Cadbury has a reputation for new product development and creativity. However, they remain vulnerable to the possibility that their innovation may falter over time. The organization has a strong presence in the United States of America, UK and India. It is often argued that they need to look for a portfolio of countries, in order to spread business risk. Cadbury's recall over 1 million chocolate bars over salmonella fears The organization is dependant on a main competitive advantage, the retail of coffee. This could make them slow to diversify into other sectors should the need arise. 5. The company has no apprehensions of cannibalization of its chocolate brands. 10/18/2013 Babasabpatilfreepptmba.com 13
  14. 14. OPPURTNITIES 1.Cadbury company is very good at taking advantage of opportunities. 2. The company has the opportunity to expand its global operations. New markets with new products which are limited in particular region. 3. Cadbury has decided to focus on a few of its key brands such as Cadbury Dairy Milk, Bourn vita, Éclairs and Halls to drive growth for the company. 4. Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential. 5. Cadbury India is attempting to increase the declining market for chocolate with innovation, one of which is its sweet snack, Bytes 6. Brand ambassador Amitabh Bachchan for advertising there new products. 10/18/2013 Babasabpatilfreepptmba.com 14
  15. 15. THREATS 1. Who knows if the market for Cadbury will grow and stay in favour with customers, or whether another type of beverage or leisure activity will replace coffee in the future? 2. Health organization have so many barriers for new development 3. Cadbury’s are exposed to rises in the cost of chocolate and dairy products. 4. Entry into salted snacks was ruled out so it is important to do new innovation and marketing research. 10/18/2013 Babasabpatilfreepptmba.com 15
  16. 16. DIFFERENT BRANDS AND FEATURES BRAND NAME FEATURES DIARY MILK The chocolate with deliciously smooth Texture and unique creamy taste. Cadbury diary milk, fruit and nut and whole nut are the of the best loved varieties of Cadbury mega brand. 10/18/2013 Babasabpatilfreepptmba.com 16
  17. 17. CELEBRATIONS • The above product will be deliverable in all over India. It consists of all chocolates of Cadbury which is beautifully packed and used to present as a gift pack. • ECLAIRS The two classic ingredient of toffee and chocolate combined together to create a truly unique experience. 10/18/2013 Babasabpatilfreepptmba.com 17
  18. 18. HALLS Its ayurvedic proprietary medicine which consists of niligiri tailam, shakara(sugar base), nimbus. Which reliefs from throat and cold problems. 5_STAR Which contains added identical and artificial flavoring substances. Lose yourself in the yummy mode. 10/18/2013 Babasabpatilfreepptmba.com 18
  19. 19. PERK • Which have the extra taste of Cadbury diary milk . • Perk contains wafer layers with Chocó cream and wheat flour and different ingredients. 10/18/2013 Babasabpatilfreepptmba.com 19
  20. 20. PUNCHLINE AND BRAND AMBASSDOR PRODUCT NAME: DAIRY MILK DAIRY MILK “Kuch mita ho jayee” 10/18/2013 Babasabpatilfreepptmba.com 20
  21. 21. PUNCHLINE AND BRAND AMBASSDOR Product name: Perk PUNCH LINE THODI SI PET POOJA 10/18/2013 Babasabpatilfreepptmba.com 21
  22. 22. PUNCHLINE AND BRAND AMBASSDOR PRODUCT NAME: HALLS THANDI SAANS KA BLAST 10/18/2013 Babasabpatilfreepptmba.com 22
  23. 23. PUNCHLINE AND BRAND AMBASSDOR Product Name: 5 Star JO KHAYE KHO JAYE 10/18/2013 Babasabpatilfreepptmba.com 23
  24. 24. PUNCHLINE AND BRAND AMBASSDOR PRODUCT NAME: CELEBRETATION PUNCH LINE “RISHTO ME MITAS” 10/18/2013 Babasabpatilfreepptmba.com 24
  25. 25. PUNCHLINE AND BRAND AMBASSDOR PRODUCT NAME: ECLARS 10/18/2013 Babasabpatilfreepptmba.com 25
  26. 26. PUNCHLINE AND BRAND AMBASSDOR PRODUCT NAME:BUBBALO PUNCHLINE: BUBBA THE CAT 10/18/2013 Babasabpatilfreepptmba.com 26
  27. 27. PUNCHLINE AND BRAND AMBASSDOR PRODUCT NAME BYTES PUNCH LINE HAR SNACK NAMKIN NAHI HOTA 10/18/2013 Babasabpatilfreepptmba.com 27
  28. 28. PUNCHLINE AND BRAND AMBASSDOR PRODUCT NAME BOURNVITA PUNCH LINE NATURE AND SCIENCE TAN KI SHAKTI MAN KI SHAKTI 10/18/2013 Babasabpatilfreepptmba.com 28
  29. 29. BRANDS COMPETITORS CADBURY CHOCOLATES NESTLE CHOCOLATES PARLE-G DIARY MILK KITKAT MALODY CHOCOLATE PERK MUNCH MANGO BITE, KUCCHA MANGO FIVE STAR MILKYBAR KISMI BAR BEVERAGES BOURNVITA BOOST ------------SNACKS BYTES 10/18/2013 MAGGI NODDLES Babasabpatilfreepptmba.com MUSST Bites, MONACO bites , Sixer 29
  30. 30. COMPETITORS OBJECTIVES COMPETITORS NESTLE 10/18/2013 OBJECTIVES “Aim to build a business as the world's leading nutrition, health and wellness company based on sound human values and principles.” Babasabpatilfreepptmba.com 30
  31. 31. SWOT ANALYSIS OF COMPETITORS-NESTLE 1. Diversification: Nestle has a wide product portfolio encompassing baby foods and dairy products, chocolates and breakfast cereals and food seasoning. 2. Joint ventures: Nestle holds joint ventures with leading businesses like Coca Cola, General Mills and L'Oreal which allow it to access their technical knowledge to further develop its own brand. 3. Influencing STRENTHS consumer decisions: With its innovative and attractive advertising campaigns Nestle is able to influence customer's buying decisions. 4. Established brand across the globe: With an employee base of over 200,000, annual revenues of more than $120 billion and a presence in more than a 100 countries, Nestle brings with it a strong brand name and knowledge of different markets all over the world. 10/18/2013 Babasabpatilfreepptmba.com 31
  32. 32. WEAKNESS 1. Negative effects on the brand image: The investigations into the controversial advertising campaign that promoted infant milk products over breastfeeding and the usage of slave labor for its plants in African countries continue even today and Nestlé’s brand name has been negatively affected due to the media campaigns covering this issue. 2. Storage and transportation problems: Because the Indian food industry is not developed enough to handle complex storage and transport requirements, Nestle has a difficult job of providing product quality at centers far off from the manufacturing base. 3.Complex supply chain management: Nestle has a complex supply chain management and the main issue for Nestle India is its traceability 10/18/2013 Babasabpatilfreepptmba.com 32
  33. 33. OPPURTUNITIES 1. Growing middle class: The growing middle class and the high percentage of youth population provides an excellent opportunity for Nestle to use its existing range of kiosks in malls and educational institutes to build a loyal brand following. 2. Urbanization and nuclear families: With the Indian society moving towards a more urban and nuclear family society, Nestle has huge market for its products like Maggi and Dahi and other milk products. 3. Low labour costs in developing countries: Since manufacturing of some products is cheaper in India than in other South East Asian countries, Nestle India could become an export hub for the parent in certain product 10/18/2013 Babasabpatilfreepptmba.com 33
  34. 34. THREATS 1. Cost of raw materials: Inflation rising at the pace that it is puts a strain on Nestle for buying its raw materials like food grains and yet maintaining its margins. 2. Indians perception towards fresh foods: Indians believe in eating fresh foods instead of ready to eat products, which provide a major hurdle in the marketing of Nestle products across the country. 10/18/2013 Babasabpatilfreepptmba.com 34
  35. 35. CONT…… 3. Exports to a single location: The company’s exports stood at Rs 2,571 m at the end of 2003 (11% of revenues) and continue to grow at a decent pace. But a major portion of this comprises of Coffee (around 67% of the exports were that of Nescafe instant to Russia). This constitutes a big chunk of the total exports to a single location. Historically, Russia has been a very volatile market for Nestle, and its overall performance takes a hit often due to this factor. 4. Liberalization of trade and investment policies: Nestle faces immense competition from the organized as well as the unorganized sectors. Off late, to liberalize its trade and investment policies to enable the country to better function in the globalised economy, the Indian Government has reduced the import duty of food segments thus intensifying the battle. 10/18/2013 Babasabpatilfreepptmba.com 35
  36. 36. WHOM TO ATTACK AND WHOM TO AVOID Competitors Nestle Strong Parle –g Amul - Weak Close - Distant - Good Bad Attack Avoid 10/18/2013 Babasabpatilfreepptmba.com 36
  37. 37. FOUR P’S OF CADBUARY PRODUCT PRICE PLACE DAIRY MILK RS.5,10,20, PERK RS.2,5 CELEBRATIONS RS.60,250 5-STAR RS.131/KG HALLS RS.50PS BYTES Advertisement s and giving offers in occasion times RS.3,5,10, BOURNVITA The company using two way distribution channel. PROMOTION RS.5,20 10/18/2013 Babasabpatilfreepptmba.com 37
  38. 38. PRICING STRATEGY Cost Based Pricing Strategy The company adopting Cost based pricing strategy. They set price based on producing manufacturing cost and it includes selling and distributing cost also. 10/18/2013 Babasabpatilfreepptmba.com 38
  39. 39. STAGES OF CONSUMER DECISION PROCESS Stages involved: • Need Recognition. • Information Search. • Evaluation of Alternative. • Purchase Decision. • Post Purchase. 10/18/2013 Babasabpatilfreepptmba.com 39
  40. 40. FACTORS INFLUENCING BUYING BEHAVIOUR FACTORS HIGH/MEDIUM/LOW IMPACT JUSTIFICATION Cultural factors High Impact According to the consumer emotions love and affection all these factors influence to buy the product .all class people are preferred to eat chocolate for enjoyment and for testy purpose Social factor High Impact Friends and family member’s neighbors (reference group) are highly influences to buy the product. 10/18/2013 Babasabpatilfreepptmba.com 40
  41. 41. High Impact According to this factor the age of the consumer highly influence to the product Low Impact Many of consumer’s beliefs that chocolate may effect to teeth. And they contain germs. So they not prefer to more chocolates Personal factors Psychological factors 10/18/2013 Babasabpatilfreepptmba.com 41
  42. 42. Conclusion After studying the overall report we come to conclude that the company has a good market share and good brand image in a Indian market. The market share of a company is 79% they acquired the whole Indian market. After studying of competitors we came to know that they do not have strong competitors in Indian market. To promote their product in the market. They take the brand ambassadors like Amitabh Bachan, Preity zinta. Finally we come to conclusion that the company is having good position in an Indian market. 10/18/2013 Babasabpatilfreepptmba.com 42
  43. 43. Thank you 10/18/2013 Babasabpatilfreepptmba.com 43
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