2. Executive SummeryCompany AnalysisCustomer AnalysisCompetitor AnalysisSWOT AnalysisPEST AnalysisMarket SegmentationSelected marketing Strategy (4Ps)Short and Long term projectionConclusion
3. Cadbury India is a food product company withinterests in Chocolate Confectionery, Milk FoodDrinks, Snacks, and Candy. Cadbury is the marketleader in Chocolate Confectionery business with amarket share of over 70%. Some of the key brandsof Cadbury are Cadbury Dairy Milk, 5 Star, Perk,Eclairs, Celebrations, Temptations, and Gems. InMilk Food drinks segment, Cadburys main product- Bournvita is the leading Malted Food Drink in thecountry.
4. Sell three kinds of confectionery: chocolate,gum and candyoperates in over 60 countries.35,000 direct and indirect suppliers.187 years old.45,000 people are employed.
5. The Company Parent Company: Cadbury plc Indian Subsidiary: Cadbury India Ltd (CIL) Cadbury is the Worlds No 1 confectionery company and is 200 years young...The Mission Mission – “Cadbury in every pocket”
6. Important factors for Customer (Value drivers)
7. Customer‟s Decision making Process
8. 1. Cadbury - Cadbury, 5 Star, Bytes (chocolatesnack), Celebration, Dairy Milk, Gems, Perk2. Nestle - Bar One, Kit Kat, Milky bar, Munch,Nestle3. Amul - Amul (Chocozoo, Chocomines)4. Dairy Milk is the market leader5. 5 Star (heritage brand which came to India in1969) has a market share of over 14%
9. StrengthReputed internationally as the topmost chocolateprovider in the world.The brand is well known to people & they can easilyidentify it from others.Cadbury the world leaders in chocolate, is a well-known force in marketing and distribution.Users have a positive perception about the qualitiesof the brand.Cadbury has well adjusted itself to Indian custom.
10. WeaknessesThere is lack of penetration in the rural marketwhere people tend to dismiss it as a high endproduct. It is mainly found in urban and semi-urbanareas.It has been relatively high priced brand, which isturning the price conscious customer away.People avoid having their chocolate thinking aboutthe egg ingredients.
11. Opportunities The chocolate market has seen one of the greatest increases in the recent times (almost @ 30%) There is a lot of potential for growth and a huge population who do not eat chocolates even today that can be converted as new users.
12. Threats There exists no brand loyalty in the chocolate market and consumers frequently shift their brands. New brands are coming and existing brands are introducing new variants to add up to an already overcrowded market.
13. PoliticalPolitical decisions can affect Cadbury‟s, these canbe either advantages or disadvantages, if taxesincrease, therefore consumers decrease and salesof stock decrease. However if taxes decrease thelikelihood is consumers will buy more.The Government is very concerned about obesity.Heart problems are costing the NHS more each year
14. EconomicalIf the minimum wage was brought down, thiswould mean more money for Cadbury‟s but wouldalso result in low sales from the consumers.The interest rates can have an affect onCadbury‟s. If the interest rates were high thenCadbury would not want to borrow as much moneyfor expansion.
15. SocialTrend in snacking – increase in people eating onthe „go‟ (Vending machines)Local residents with small businesses nearCadbury‟s World would benefit from the money thatis being brought in by visitors.More people are health conscious – will readingredient content.
16. TechnologicalBetter equipmentCost of machineryNew machineryMaintenance
17. DemographicAge Group – (3 years to 18 years) (18 years to 25 years) (25+ years)Behavioral Occasions- Diwali, Rakhsha Bandhan etc.Psychographic Cadbury become a part of lifestyle.
19. PriceDiscount-Discount offers in festive Sessions.Price is an important element of the marketingmix. The price charged for a chocolate bar candetermine whether a consumer will buy it and thelevel of sales achieved can determine whether ornot Cadbury Schweppes will make a profit
20. PlaceCadbury dairy milk is produced at the chocolatefactory –Manufacturing facilities at:1) Thane, 2) Induri (Pune), 3) Malanpur (Gwalior),4) Bangalore 5) Baddi (Himachal Pradesh)
21. PromotionAdvertisement on TV.Internet.Newspapers, Magazines.HoardingPromotion Through Brand Ambassadors.
22. Cadbury should bring out new products for healthconscious people.It should continue to promote itself as substitute tomithai.Should use Indian ads and avoid global ads in India.New flavors should introduce like strawberry,orange, vanilla etc.
23. There is an immense scope for chocolate industryin India. Understanding consumer preferences anddemands is the key to growth.Pricing, quality , flavors and pack size are some ofthe important factors.Brand loyalty should be maintained.