Cadbury ms project

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Cadbury ms project

  1. 1. Marketing Strategy Faculty- Mr. Venkat Iyer Renuka Ubale --27
  2. 2. 1948 Operation began in India 1965 Pioneered the development of cocoa cultivation in India
  3. 3. • 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.
  4. 4. MARKETING STRATEGY
  5. 5. 71% 20% 6% 3% INDIAN CHOCOLATE MARKET SHARE 2013 CADBURY NESTLE FERRERO OTHERS
  6. 6. PRODUCT STRATEGY
  7. 7. 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 IT HAS LARGER SHELF LIFE THAN SWEETS SO IT’S PREFFERED
  8. 8. INGREDIENTS
  9. 9. SELLING STRATEGY
  10. 10. WEIGHT (gm) PRICE 10.5 5 22 10 40 20 42 CRACKLE 25 95 50 80 FRUIT & NUT 55 165 90
  11. 11. DISTRIBUTION STRATEGY
  12. 12. 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
  13. 13. WHOLESELLER RETAILER  CDM ARE SOLD DIRECTLY TO WHOLESELLER AND RETAILERS. CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES 2100 DISTRIBUTORS AND 450,000 RETAILERS.
  14. 14. MEDIA STRATEGY
  15. 15.
  16. 16. Ad Campaigns & Evident Cultural Shift
  17. 17. THE BIG ‘B’ FACTOR

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