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Marketing Management
Origin of Chocolate
•The origins of chocolate can be traced back to the ancient Maya and Aztec
Civilization in Central America, who first enjoyed 'chocolat' a much-prized spicy
drink made from roasted cocoa beans.
•Soon 'chocolate' became a fashionable drink enjoyed by the rich in Spain.
•By 1606 chocolate was well established in Italy.
•The secret of chocolate was then taken to France in 1615.
•Gradually the custom of drinking chocolate spread across Europe, reaching
England in the 1650s.
• Up until this point all chocolate recipes were based on plain chocolate . It was
an English doctor, Sir Hans Sloane, who - after travelling in South America -
focused on cocoa and food values, bringing a milk chocolate recipe back to
England.
The original Cadbury Milk Chocolate was prepared to his recipe.
Forms of Chocolate
1. Unsweetened Chocolate
2. Dark chocolate
3. Milk chocolate
4. White chocolate
5. Cocoa powder
6. Compound chocolate
7. Raw chocolate
Need for Chocolate in India
• India has a huge and growing population and a strong interest
in chocolate
• Moreover, the International Cocoa Organization expect
demand in Asia to grow about 10% this year—a trend some
investors see leading prices to climb even further.
• To chocolate producers, India is especially attractive. For one
thing, fancy chocolate is an affordable luxury for India's new
consumers. For another, the country has a sweet tooth; Indian
cuisine has a rich menu of sugary concoctions.
• Chocolate is also an acceptable holiday gift in place of
traditional sweets.
Chocolate Market in India
• India is the world’s fastest growing market for
chocolates
• Registering 15% annual growth between 2008 to
2012, the Indian chocolate industry is expected to
grow at an even higher rate
• Low priced unit packs, increased distribution &
reach and product innovations are the essential
reasons behind the growth
71%
20%
6% 3%
INDIAN CHOCOLATE
MARKET SHARE 2013
CADBURY
NESTLE
FERRERO
OTHERS
1948
Operation began in India
1965
Pioneered the development of cocoa cultivation in
India
• Began its operation in 1948 by importing chocolates and then
re-packing them before distributing it in the Indian market.
• After 62 years, it is having five companies at Thane, Induri
(Pune), Malanpur (Gwalior), Bangalore, Baddi (Himachal
Pradesh) and 4 sales offices in (New Delhi, Mumbai, Kolkata
and Chennai). The corporate office is in Mumbai.
• Currently Cadbury India operates in three sectors viz. Chocolate
Confectionery, Milk Food Drinks and in the Candy category.
• Cadbury enjoys a value market share of over 70% - the highest
Cadbury brand share in the world.
PRODUCT
CHOCOLATE BAR.
MADE FROM REAL DARK CHOCOLATE.
SIMILAR DESIGN WORLDWIDE.
CONTAINS MORE MILK THAN ANY OTHER CHOCOLATE BAR.
AVAILABLE IN 10.5g, 22g, 95g, 165g & OTHER PREMIUM PACKS
INGREDIENTS
PRICE
WEIGHT (gm) PRICE
10.5 5
22 10
40 20
42 CRACKLE 25
95 50
80 FRUIT & NUT 55
165 90
PLACE
Business Operations
Five company-owned
manufacturing facilities:
Thane
Induri (Pune)
Malanpur (Gwalior)
Bangalore
Baddi (Himachal Pradesh)
4 sales offices:
New Delhi
Mumbai
Kolkota
Chennai
Corporate/Head office:
Mumbai
THESE
FACTORIES
CHURN OUT
CLOSE TO 8,000
TONNES OF
CHOCOLATE
ANNUALLY
WHOLESELLER
RETAILER
 CDM ARE SOLD DIRECTLY TO WHOLESELLER AND RETAILERS.
CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES
2100 DISTRIBUTORS AND 450,000 RETAILERS.
PROMOTION

Ad Campaigns &
Evident Cultural Shift
Reasons for Cultural Shift
• Change in the preference of consumers, wherein the
tradition of gifting sweets is gradually getting replaced
by chocolates
• Rising income levels & rapid developments in rural
markets
THE BIG ‘B’ FACTOR
Achievements
Major Achievements of Cadbury
• Worlds No 1 Confectionery company
• World's No 2 Gums company.
• World's No 3 Beverage company.
• Cadbury Dairy Milk & Bournvita have been declared a "Consumer
Superbrand" for 2006-07 by Superbrands India.
• Cadbury India has been ranked 5th in the FMCG sector, in a survey on
India's most respected companies by sector conducted by Business World
magazine in 2007.
• Cadbury India has been ranked as the 7th Great Place to Work and the No.
1 FMCG company in India in 2008, by the Great Place to Work Institute.
• Asian Marketing Effectiveness Awards 2008 for Bournvita Folk/Fusion
campaign - GOLD award for the "Best Insights and Strategic Thinking"
and SILVER award for the 'Most Effective Use of Advertising'.
COMPETITIVE ASSESMENT
• Food feuds keep share markets as well as consumers perennially interested. At
first, it was the cola giants that attacked each other using their ad campaigns as
daggers, and now the battlefield is fast becoming accustomed to the chocolate
giants – Cadbury and Nestle.
• These are both global brands which have been competing neck and neck over
market share for decades. However, their approach to advertising was never as
direct as it has become in the last three years.
• Taking a lesson out of the cola giants’ battlebook, Nestle is waging nothing short
of a public war against Cadbury through its ad campaigns.
• Cadbury has, without a doubt, always been seen as the market leader. It leads the
pack in the Rs. 4,000-crore branded chocolate sector in India
• Even though several brands such as Amul and Campco tried to break into the
market, none of them succeeded in shaking Cadbury’s grip.
• Nestle is the only real competition Cadbury has had in its long run as market
leader.
Threats & Substitutes of Cadbury
• Competition- Cut-throat competition from rival brands like
Nestle, Amul and international chocolate brands
• The current trends in the market suggest that traditional
sweets are possible substitutes for chocolates. In order to
strengthen the special relationship consumers share with
chocolates
• New entrance and individual players ( rise in sale of
homemade chocolates)
• Preference and availability of other substitutes ( sweets and
desserts) such as pastries, cookies, biscuits, cakes, etc.
Cadbury final ppt
Cadbury final ppt
Cadbury final ppt

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Cadbury final ppt

  • 2. Origin of Chocolate •The origins of chocolate can be traced back to the ancient Maya and Aztec Civilization in Central America, who first enjoyed 'chocolat' a much-prized spicy drink made from roasted cocoa beans. •Soon 'chocolate' became a fashionable drink enjoyed by the rich in Spain. •By 1606 chocolate was well established in Italy. •The secret of chocolate was then taken to France in 1615. •Gradually the custom of drinking chocolate spread across Europe, reaching England in the 1650s. • Up until this point all chocolate recipes were based on plain chocolate . It was an English doctor, Sir Hans Sloane, who - after travelling in South America - focused on cocoa and food values, bringing a milk chocolate recipe back to England. The original Cadbury Milk Chocolate was prepared to his recipe.
  • 3. Forms of Chocolate 1. Unsweetened Chocolate 2. Dark chocolate 3. Milk chocolate 4. White chocolate 5. Cocoa powder 6. Compound chocolate 7. Raw chocolate
  • 4. Need for Chocolate in India • India has a huge and growing population and a strong interest in chocolate • Moreover, the International Cocoa Organization expect demand in Asia to grow about 10% this year—a trend some investors see leading prices to climb even further. • To chocolate producers, India is especially attractive. For one thing, fancy chocolate is an affordable luxury for India's new consumers. For another, the country has a sweet tooth; Indian cuisine has a rich menu of sugary concoctions. • Chocolate is also an acceptable holiday gift in place of traditional sweets.
  • 5. Chocolate Market in India • India is the world’s fastest growing market for chocolates • Registering 15% annual growth between 2008 to 2012, the Indian chocolate industry is expected to grow at an even higher rate • Low priced unit packs, increased distribution & reach and product innovations are the essential reasons behind the growth
  • 6. 71% 20% 6% 3% INDIAN CHOCOLATE MARKET SHARE 2013 CADBURY NESTLE FERRERO OTHERS
  • 7. 1948 Operation began in India 1965 Pioneered the development of cocoa cultivation in India
  • 8. • Began its operation in 1948 by importing chocolates and then re-packing them before distributing it in the Indian market. • After 62 years, it is having five companies at Thane, Induri (Pune), Malanpur (Gwalior), Bangalore, Baddi (Himachal Pradesh) and 4 sales offices in (New Delhi, Mumbai, Kolkata and Chennai). The corporate office is in Mumbai. • Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food Drinks and in the Candy category. • Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world.
  • 9.
  • 11. CHOCOLATE BAR. MADE FROM REAL DARK CHOCOLATE. SIMILAR DESIGN WORLDWIDE. CONTAINS MORE MILK THAN ANY OTHER CHOCOLATE BAR. AVAILABLE IN 10.5g, 22g, 95g, 165g & OTHER PREMIUM PACKS
  • 13.
  • 14. PRICE
  • 15. WEIGHT (gm) PRICE 10.5 5 22 10 40 20 42 CRACKLE 25 95 50 80 FRUIT & NUT 55 165 90
  • 16. PLACE
  • 17. Business Operations Five company-owned manufacturing facilities: Thane Induri (Pune) Malanpur (Gwalior) Bangalore Baddi (Himachal Pradesh) 4 sales offices: New Delhi Mumbai Kolkota Chennai Corporate/Head office: Mumbai THESE FACTORIES CHURN OUT CLOSE TO 8,000 TONNES OF CHOCOLATE ANNUALLY
  • 18. WHOLESELLER RETAILER  CDM ARE SOLD DIRECTLY TO WHOLESELLER AND RETAILERS. CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES 2100 DISTRIBUTORS AND 450,000 RETAILERS.
  • 20.
  • 21. Ad Campaigns & Evident Cultural Shift
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27. Reasons for Cultural Shift • Change in the preference of consumers, wherein the tradition of gifting sweets is gradually getting replaced by chocolates • Rising income levels & rapid developments in rural markets
  • 28. THE BIG ‘B’ FACTOR
  • 29. Achievements Major Achievements of Cadbury • Worlds No 1 Confectionery company • World's No 2 Gums company. • World's No 3 Beverage company. • Cadbury Dairy Milk & Bournvita have been declared a "Consumer Superbrand" for 2006-07 by Superbrands India. • Cadbury India has been ranked 5th in the FMCG sector, in a survey on India's most respected companies by sector conducted by Business World magazine in 2007. • Cadbury India has been ranked as the 7th Great Place to Work and the No. 1 FMCG company in India in 2008, by the Great Place to Work Institute. • Asian Marketing Effectiveness Awards 2008 for Bournvita Folk/Fusion campaign - GOLD award for the "Best Insights and Strategic Thinking" and SILVER award for the 'Most Effective Use of Advertising'.
  • 30. COMPETITIVE ASSESMENT • Food feuds keep share markets as well as consumers perennially interested. At first, it was the cola giants that attacked each other using their ad campaigns as daggers, and now the battlefield is fast becoming accustomed to the chocolate giants – Cadbury and Nestle. • These are both global brands which have been competing neck and neck over market share for decades. However, their approach to advertising was never as direct as it has become in the last three years. • Taking a lesson out of the cola giants’ battlebook, Nestle is waging nothing short of a public war against Cadbury through its ad campaigns. • Cadbury has, without a doubt, always been seen as the market leader. It leads the pack in the Rs. 4,000-crore branded chocolate sector in India • Even though several brands such as Amul and Campco tried to break into the market, none of them succeeded in shaking Cadbury’s grip. • Nestle is the only real competition Cadbury has had in its long run as market leader.
  • 31. Threats & Substitutes of Cadbury • Competition- Cut-throat competition from rival brands like Nestle, Amul and international chocolate brands • The current trends in the market suggest that traditional sweets are possible substitutes for chocolates. In order to strengthen the special relationship consumers share with chocolates • New entrance and individual players ( rise in sale of homemade chocolates) • Preference and availability of other substitutes ( sweets and desserts) such as pastries, cookies, biscuits, cakes, etc.