Marketing plannig of cadbury chocolate


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Marketing plannig of cadbury chocolate

  1. 1. Presentation on Marketing Planning<br />Cadbury<br />Chocolate<br />
  2. 2. Submitted by--Group No 3<br />Submitted to-Prof. Kamal Gupta<br /><ul><li>Hussain
  3. 3. Pronita
  4. 4. Rashi
  5. 5. sadhna</li></li></ul><li>Contents<br /><ul><li>Executive Summery
  6. 6. Company Analysis
  7. 7. Customer Analysis
  8. 8. Competitor Analysis
  9. 9. SWOT Analysis
  10. 10. PEST Analysis
  11. 11. Market Segmentation
  12. 12. Selected marketing Strategy (4Ps)
  13. 13. Short and Long term projection
  14. 14. Conclusion</li></li></ul><li>Executive Summery<br />Cadbury India is a food product company with interests in Chocolate Confectionery, Milk Food Drinks, Snacks, and Candy. Cadbury is the market leader in Chocolate Confectionery business with a market share of over 70%. Some of the key brands of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, Eclairs, Celebrations, Temptations, and Gems. In Milk Food drinks segment, Cadbury's main product - Bournvita is the leading Malted Food Drink in the country.<br />
  15. 15. Executive Summery<br /><ul><li>Sell three kinds of confectionery: chocolate, gum and candy
  16. 16. operates in over 60 countries.
  17. 17. 35,000 direct and indirect suppliers.
  18. 18. 187 years old.
  19. 19. 45,000 people are employed.</li></li></ul><li>Company Analysis<br />The Company<br /><ul><li>Parent Company: Cadbury plc
  20. 20. Indian Subsidiary: Cadbury India Ltd (CIL)
  21. 21. Cadbury is the Worlds No 1 confectionery company and is 200 years young...</li></ul>The Mission<br />Mission – “Cadbury in every pocket”<br />
  22. 22. Company Analysis<br />
  23. 23. Customer Analysis<br />Important factors for Customer (Value drivers)<br />
  24. 24. Customer Analysis<br />Customer’s Decision making Process<br />
  25. 25. Competitor Analysis<br />1. Cadbury - Cadbury, 5 Star, Bytes (chocolate snack), Celebration, Dairy Milk, Gems, Perk<br />2. Nestle - Bar One, Kit Kat, Milky bar, Munch, Nestle<br />3. Amul - Amul (Chocozoo, Chocomines)<br />4. Dairy Milk is the market leader<br />5. 5 Star (heritage brand which came to India in 1969) has a market share of over 14%<br />
  26. 26. Competitor Analysis<br />
  27. 27. SWOT Analysis<br />Strength<br /><ul><li>Reputed internationally as the topmost chocolate provider in the world.
  28. 28. The brand is well known to people & they can easily identify it from others.
  29. 29. Cadbury the world leaders in chocolate, is a well-known force in marketing and distribution.
  30. 30. Users have a positive perception about the qualities of the brand.
  31. 31. Cadbury has well adjusted itself to Indian custom.</li></li></ul><li>SWOT Analysis<br />Weaknesses<br /><ul><li>There is lack of penetration in the rural market where people tend to dismiss it as a high end product. It is mainly found in urban and semi-urban areas.
  32. 32. It has been relatively high priced brand, which is turning the price conscious customer away.
  33. 33. People avoid having their chocolate thinking about the egg ingredients.</li></li></ul><li>SWOT Analysis<br />Opportunities<br /><ul><li>The chocolate market has seen one of the greatest increases in the recent times (almost @ 30%)
  34. 34. 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.</li></li></ul><li>SWOT Analysis<br />Threats<br /><ul><li>There exists no brand loyalty in the chocolate market and consumers frequently shift their brands.
  35. 35. New brands are coming and existing brands are introducing new variants to add up to an already overcrowded market.</li></li></ul><li>PEST Analysis<br />Political<br /><ul><li>Political decisions can affect Cadbury’s, these can be either advantages or disadvantages, if taxes increase, therefore consumers decrease and sales of stock decrease. However if taxes decrease the likelihood is consumers will buy more.
  36. 36. The Government is very concerned about obesity. Heart problems are costing the NHS more each year</li></li></ul><li>PEST Analysis<br />Economical<br /><ul><li>If the minimum wage was brought down, this would mean more money for Cadbury’s but would also result in low sales from the consumers.
  37. 37. The interest rates can have an affect on Cadbury’s. If the interest rates were high then Cadbury would not want to borrow as much money for expansion. </li></li></ul><li>PEST Analysis<br />Social<br /><ul><li>Trend in snacking – increase in people eating on the ‘go’ (Vending machines)
  38. 38. Local residents with small businesses near Cadbury’s World would benefit from the money that is being brought in by visitors.
  39. 39. More people are health conscious – will read ingredient content.</li></li></ul><li>PEST Analysis<br />Technological<br /><ul><li>Better equipment
  40. 40. Cost of machinery
  41. 41. New machinery
  42. 42. Maintenance</li></li></ul><li>Market Segmentation<br />Demographic<br /><ul><li>Age Group – (3 years to 18 years)</li></ul> (18 years to 25 years)<br /> (25+ years)<br />Behavioral<br /><ul><li>Occasions- Diwali, RakhshaBandhan etc.</li></ul>Psychographic<br /><ul><li>Cadbury become a part of lifestyle.</li></li></ul><li>Marketing Strategy (4Ps)<br />Product<br /><ul><li> Cadbury dairy milk
  43. 43. 5 – Star
  44. 44. Perk
  45. 45. Celebrations
  46. 46. Temptations
  47. 47. Éclairs
  48. 48. Gems
  49. 49. Bubbaloo
  50. 50. Bournville
  51. 51. Dairy milk silk
  52. 52. Halls</li></li></ul><li>Marketing Strategy (4Ps)<br />Price<br />Discount-Discount offers in festive Sessions.<br />Price is an important element of the marketing mix. The price charged for a chocolate bar can determine whether a consumer will buy it and the level of sales achieved can determine whether or not Cadbury Schweppes will make a profit<br />
  53. 53. Marketing Strategy (4Ps)<br />Place<br />Cadbury dairy milk is produced at the chocolate factory –<br /><ul><li>Manufacturing facilities at:</li></ul> 1) Thane, 2) Induri (Pune), 3) Malanpur (Gwalior),<br />4) Bangalore 5) Baddi (Himachal Pradesh)<br />
  54. 54. Marketing Strategy (4Ps)<br />Promotion<br /><ul><li>Advertisement on TV.
  55. 55. Internet.
  56. 56. Newspapers, Magazines.
  57. 57. Hoarding
  58. 58. Promotion Through Brand Ambassadors.</li></li></ul><li>Short & Long term Projection<br /><ul><li>Cadbury should bring out new products for health conscious people.
  59. 59. It should continue to promote itself as substitute to mithai.
  60. 60. Should use Indian ads and avoid global ads in India.
  61. 61. New flavors should introduce like strawberry, orange, vanilla etc.</li></li></ul><li>Conclusion<br /><ul><li>There is an immense scope for chocolate industry in India.
  62. 62. Understanding consumer preferences and demands is the key to growth.
  63. 63. Pricing, quality , flavors and pack size are some of the important factors.
  64. 64. Brand loyalty should be maintained.</li></li></ul><li>Thank You<br />