Cadbury India

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Cadbury India

  1. 1. CADBURY INDIA <br />Presented by : DEEPAK V. DODDAMANI<br /> MMS (Marketing), Roll no:11<br /> B.V.I.M.S.R. Navi Mumbai <br />
  2. 2. Introduction to the project <br />OBJECTIVES OF THE STUDY <br /><ul><li> To understand the Indian confectionary market
  3. 3. To understand Cadbury’s share in Indian confectionary market.
  4. 4. To analyze the strength of Cadbury in the chocolate segment.
  5. 5. To analyze & understand the reasons of loyalty of customer towards the brand Cadbury.</li></li></ul><li> Confectionary Market in India <br />Indian confectionary industry: <br />Chocolates<br />Hard boiled candies<br />Éclairs and toffees<br />Chewing gums<br />Lollipops<br />Bubble gums<br />Mints and lozenges<br />Total confectionary mkt: Rs.41 bn<br />Total Vol. turnover : 2,23,500 tpa<br />Consumption: Urban :73% & Rural : 27% <br />
  6. 6. Kraft Food Inc. <br />Company Profile<br /><ul><li> World’s no.2 company in Food products like snacks, confectionaries, and quick meals
  7. 7. Annual turnover: $ 50bn.
  8. 8. Business spread worldwide in 160 countries.
  9. 9. Employees : 1,40,000
  10. 10. Operations in 70 countries </li></li></ul><li>Cadbury India <br /><ul><li>Established in India: 1948
  11. 11. Manufacturing facilities at:</li></ul> 1) Thane, 2) Induri (Pune), 3) Malanpur (Gwalior),<br />4) Bangalore 5) Baddi (Himachal Pradesh)<br /><ul><li>Operates in India in 4 categories viz.</li></ul>Chocolate confectionary <br />Milk food drinks<br />Candy <br />Gum<br />
  12. 12. Products (Impulse category)<br /><ul><li> Cadbury dairy milk
  13. 13. 5 – Star
  14. 14. Perk
  15. 15. Celebrations
  16. 16. Temptations
  17. 17. Éclairs
  18. 18. Gems
  19. 19. Halls
  20. 20. Bubbaloo
  21. 21. Bournville
  22. 22. Dairy milk silk </li></li></ul><li>Research Methodology <br /><ul><li>Method of Sampling </li></ul> - Convenience sampling <br /><ul><li> Sample size : 50
  23. 23. Data source :</li></ul>- Primary data : Questionnaire & Interview <br />- Secondary data: Internet, Journals etc.<br /><ul><li>Research instrument : Questionnaire
  24. 24. Data Interpretation & Analysis</li></li></ul><li> ANALYSIS<br />1) Aware of Cadbury?<br />2) Source of awareness?<br />
  25. 25. ANALYSIS <br /> 3) Which Cadbury chocolate do you purchase the most?<br />
  26. 26. ANALYSIS<br />4) Other than cadbury?<br /> 5) Which pack size? <br />
  27. 27. analysis <br />6) How frequently do you purchase Cadbury chocolates?<br />
  28. 28. ANALYSIS <br /> 7) Impulse purchase ?<br /> 8) Availability?<br />
  29. 29. ANALYSIS<br />9) Which of the factors affect your purchase?<br />
  30. 30. analysis<br />10) How important are the factors ?<br />
  31. 31. analysis <br />11) Will you stop buying Cadbury, if new brand appears in Market?<br />
  32. 32. FINDINGS <br />synonym for the word chocolates.<br />Cadbury dairy milk (CDM) is flagship brand <br /> aiming to replace traditional gifting options like Mithais and dry-fruits<br /> All occasion item & targeted towards whole family<br /> Medium size is preferred. Small size packs targeted for rural market<br />Brand loyalty towards Cadbury is very high<br />Brand name, quality & flavor are most important factors<br />
  33. 33. RECOMMENDATIONS<br /> Cadbury should bring out new products for health conscious people<br />It should continue to promote itself as substitute to mithai<br />Choco-biscuits should be introduced<br />Should use Indian ads and avoid global ads in India<br />Should consider attractive display or its own ‘Chocolate boutique’ (retail store).<br />Special chocolates for Christmas should be introduced e.g. rum, champagne flavored<br />New flavors like strawberry,orange,vanilla etc.<br />
  34. 34. conclusion<br />There is an immense scope for chocolate industry in India <br /> Indian chocolate industry is unique mix with extreme consumption patterns, attitudes, beliefs, income level and spending<br /> Understanding consumer preferences and demands is the key to growth<br />Pricing, quality , flavors and pack size are some of the important factors<br />Economical distribution using proper supply chain management is necessity<br /> Brand loyalty should be maintained<br />
  35. 35. thank you<br />

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