COMPANY PROFILE- CADBURYCOMPANY NAME:- CADBURYCadbury Ltd was founded in 1824 by John Cadbury.Cadbury entered India in 1948 by importing chocolates.CADBURY PRODUCTS:-chocolates,confectionaries,milk products and candies.ANNUAL REVENUEis approximately $50 billion.OPERATION: 60 countriesEMPLOYEES: 60,000Cadbury Vision:(i) Cadbury’s Vision StatementOur objective is to deliver superior shareholder returns by realizing our vision tothe bethe world‟s biggest and best confectionery company. We are currently the biggest,andwe have an enduring commitment to become the undisputed best. At the heart ofour planis our performance scorecard, delivered through our priorities, sustainabilitycommitments and cultureCadbury plans to “deliver superior shareholder returns” (Cadbury plc, 2008) bymeasuring its financial progress in the areas of growth, efficiency, capabilities andsustainability from 2008 to 2011 (Cadbury plc, 2008).“A Cadbury in every pocket”
Cadbury Mission Statement:“Cadbury means quality: This is our promise. Our reputation is built upon quality:Our commitment to continuous improvement will ensure that our promise isdelivered.”We can say that this mission statement is realistic because if we see thequality and day to day improvements easily show that Cadbury’s have realmission statement.
CHANGE IN OBJECTIVE OVER THE YEARS When cadbury came in india its prime focus was to rely on its quality as the consumer was not aware of the brand or the product and their marketing strategy was also the same emphasizing about the quality of the product and the newness in the product. • The ‘Real Taste of Life’ with the girl dancing on the cricket field • The message: ‘Dairy Milk is for enjoyment’DURING THE LATE 90’S: As the company established its brand value among the masses as a quality product their next target was to increase the consumer base and in business sense market penetration. • Campaign: ‘Khanewalonkokhanekabahanachahiye’. • Target: widening chocolate consumption among the masses.
As can be seen clearly in the picture that they are targeting everyone at the same time -adults -adolescents -kids -elders And potraying as Cadbury can be used when a family gets together.MORE RECENTLYMore recentlyCampaign: ‘kuchmetha ho jaye’.Target: to associate Cadbury with celebratory occasion.
Chocolate is highly perishableSo to increase the popularity and familiarity they have used the concept ofmithai which is very familiar to the Indians and on any occasion the sales ofCadbury would tend to increase.CADBURY CELEBRATIONS is one such example.CAMPAIGN:‘pappu pass ho gaya’.Target: encourage those who have pass the exams to celebrate with DairyMilk.This was avery successful campaign which Generally targeted the youthand children who would pass exams. . The advertisement potrays that when a person passes an exam an elder or any other person can give a Cadbury dairy milk.
CAMPAIGN: ‘AAJ PAHLI TARIK HAI’Target: To celebrate pay day / salary dayThis campaign generally targeted all the customers who are earningmembers of the family as we know that children and youth would anywaybuy Cadbury but the earning members were being leftout so theyspecifically targeted them by this campaign.They made it a point that the person buys the chocolate on the first of everymonth. STPSEGMENTATION :Cadbury India Ltd continuously markets Dairy Milk as a relatively inexpensivetreat, towards market segments divided by age, income, technological knowledgeand health-consciousness.In the 1990‟s, the company stated promoting the chocolate for “the kid ineveryone”, in an attempt to appeal to adults as well as children (Cadbury DairyMilk, 2008).
In order to appeal to potential lower-income customers in the villages of India,further marketing in the form of the “Real taste of life” campaign (Cadbury DairyMilk, 2008)By using opinion leaders from Bollywood and using extensive advertising innewspapers, television, magazines and massive billboards across the country,Cadbury managed to capture the attention of the nation and cement its marketshare superiority in India (Cadbury Dairy Milk, 2008; Marketing Communications,2008).Furthermore, Cadbury India continuously develops new versions of its Dairy Milkbrand in order to keep its adult and children consumers satisfied and interested.Variations include the Fruit & Nut and Crackle & Roast Almond variations.Cadbury Dairy Milk Wowie, with Disney characters embossed on each chocolatesquare (Cadbury Dairy Milk, 2008) clearly targets the child segment of its market.POSITIONING:Cadbury India Ltd‟s main sources of competition come from Amul, India‟s owndairy company and Nestle India, Nestle‟s subsidiary in India.Cadbury India controls around 70% (Cadbury India Ltd., 2008) of the chocolatemarket, whereas Amul controls around 2% (Dobhal, n.d.) and Nestle India around27% (Nestle to expand, 2008).Cadbury‟s main strength comes from it ability to market Dairy Milk products“through altering the theme and functionality of the product as the time demands”(Cadbury India Ltd Analysts Meet, 1999).Although this has allowed it to control more of the market than its closestcompetitors, the reasons for its success may also lie in the fact that many Indiansstill view its chocolates as luxury products (Cadbury India Ltd Analysts Meet,1999) and not as household goods. Despite Amul‟s longer history in India, its chocolates are viewed as being localand not luxurious, justifying a lower price tag.
PRICING:-WEIGHT(IN GRAMS) PRICE10.5 522 1040 2042 2595 50165 90price mentioned above are same all over india.competetive pricing.due to price hike in raw material and labour cost company had not increased thecost of product but reduced the weight of product.eg. 5 rs pack was of 13gm but now it is 10.5gmCadbury has low growth, high market share, high revenue generating as compareto other products of Cadbury.33 per cent share in the overall confectionery market. we have over 70 per centmarket share. In the last three years, the measure of our performance is that in2005, we were worth about Rs 875-crore and we ended 2008 at Rs 1587- crore,close to doubling the business in these three years.(2005-2008).
4P’S OF MARKETINGPRODUCT:Cadbury dairy milk is made from real chocolate. Its ingredients include cocoa,butter and there is a glass and half full cream dairy milk in every 200 grams inevery dairy milk chocolate.Cadbury buys 65 million liter of fresh milk each year to make Cadbury dairy milkchocolate.STRATEGY:The strategy of Cadbury dairy milk is to continuous improvement in the qualityand features of product. It is the mission statement of Cadbury to make qualitychocolate which have competitive advantage from the competitor‟s products and itenhances the goodwill of the company.PRICE:It is an important element of the marketing mix. The price for a chocolate bar candetermine whether a consumer will buy it or not it can be determined easily andsales volume tells about that price is reasonable or not.If competitors charge the low price than the Cadbury chocolate, it is automaticallyaffect the company‟s profit.STRATEGY:Cadbury dairy milk applies the reasonable and affordable policy to charge the pricefrom its competitors. Because it is the vision of Cadbury that Cadbury is in everypocket. It charges the fewer price from its competitors and provides better qualityalso. We can say it is used penetration strategy because have low prices as compareto its competitors and have long life cycle of the product. Cadbury wants to survivein the market for long run.PLACE:Cadbury dairy milk is produced at the chocolate factory in Bourneville inBirmingham. After the chocolate is produced and goes through the process of allquality checks. It is transported to the staff rooms and then Cadbury sells it productto shops.
Strategy:The placement strategy of Cadbury dairy milk is to sell the chocolate at everycorner shop, super stores, bakers shop, petrol pumps and even medical stores alsoincluded in it. It is the mission statement of Cadbury to provide chocolate to alltype and class of customers.Promotion:The purpose of promotion is to communicate directly with potential and actualconsumers. In order to encourage them to purchase dairy milk chocolate theCadbury used different promotional tactics.Strategy;Cadbury dairy milk is used press and electronic media to motivate the potential andinspires the actual customers to purchase the product of Cadbury.Promotion is an important element of marketing mix because if it is not wellplanned then company is unable to increase it sales.The company gives discounts on different occasions.To inspire the Childs to purchase the Cadbury chocolate the company made suchtype of ads. To encourage the youth class the company hires the superstars foradvertisement of the products which inspires the all type of consumers who want toeat sweet.Positioning strategy of Cadbury dairy milkPositioning is all about that what is the customer concept or image of your productin the minds of the people who likely to purchase the product.It also concerns about what is the position of your product in the market.We can say every aged person wants to buy Cadbury dairy milk chocolate and theyalso don‟t know why they are purchasing the Cadbury dairy milk even they don‟twant to purchase.Slogan of Cadbury dairy milkSlogans also play an important role to position a positive concept in the minds ofcustomers like:Cadbury dairy milk is a brand of chocolate bar made by the Cadbury plc unit of….with slogans such as:
A glass and a half of full creamCadbury is the name of quality it is our promise
COCA COLA-MAAZACOMPANY:COCA COLABRAND: MAAZACATEGORY: BeverageSECTOR:RetailTAGLINE/SLOGAN:MaazalaoAamkiPyaasbujhao; Taaza Mango,Maaza mangoUSP: mango flavouredcold drinkHISTORY: IN 1976 parle launched maaza. Coca-Cola re-entered India on October 26, 1993, and effected the famous $40 million buyout of Parles soft drink business, which included three brands -- Thums Up, Limca, Maaza -- and 52 bottling plants spread across the country. In 2000 launch of maaza in 200ml Tetra packs. In 2005 launch in PET bottles. In 2010 launch of maaza milky delight. Maaza is the market leader which has 41% market share in 2000 crore fruit drinks based segment.while its closest competitor frooti has 25% market share.
COCA COLA VISIONTo achieve sustainable growth, we have established a vision with cleargoals.PROFIT: Maximizing return to shareowners while being mindful of ouroverall responsibilities.PEOPLE: Being a great place to work where people are inspired to bethe best they can be.PORTFOLIO: Bringing to the world a portfolio of beverage brandsthat anticipate and satisfy peoples; desires and needs.PARTNERS: Nurturing a winning network of partners and buildingmutual loyalty.PLANET: Being a responsible global citizen that makes a difference.COCA COLA MISSION:Everything we do is inspired by our enduring mission: To Refresh the World... in body, mind, and spirit. To Inspire Moments of Optimism... through our brands and our actions. To Create Value and Make a Difference everywhere we engage.
Although the Indian soft drinks market is huge- valued around Rs 2000crore, the non carbonated drinks constitutes only 10% of the totalmarket.The fruit based drinks market is further classified into Fruit Juice andFruit Drinks and Fruit Nectar market. Fruit Juices typically have morethan 85% fruit juice content while Fruit Drinks contain less than 15%fruit content.While Maaza is the leader in the fruit drinks category. PepsiCo RGB 50% 23% Coca Cola Others 49% 10% PET 40% Parle Agro 18% 10% TETRA PAK
4P’S OF MARKETING:PRODUCT: Pulpy taste as compared to FrootiSlightly sweeter than Slice. Combination of the famous Alphonso and Totapuri varieties of Mango pulp. Formulated taking into consideration the nutritional and health aspects.This product targets target mothers.The effort is to capitalize on the mother and child bondingPRICE: Maaza also experimented with packaging; „on-the-move‟, „in- home‟, „out-of-home‟. The brand has ventured into smart attractive 1.5 litre Pet bottles and even to tetrapack. Maaza follows the market-penetration pricing strategy among the major players in Asia market.
1200 ml 30 PET 600 12 600 ml TBA 200 15 PET 250 250 ml 10200 ml RGB 200 125 ml100 ml Rs. 12 Rs. 15 Rs. 30
PROMOTION: Core brand value for Maaza is "Wholesome Funfilled Real Fruit Experience” Initial Tagline - Botal Main AAM, MaazahaiNaam The brand later metamorphosed to include the fun element. The tagline was changed to the famous jingle - TaazaMango ,Maaza Mango. Maaza was targeted at the whole family. The new promotional campaign featuring Satish Shah takes the brand to the next level of Friendship and Fun. As for Maaza Milky Delite, the innovative consumer proposition of Maaza Milky Delite is best explained by the brand‟s tagline – „Sharing not possible’ a taste so irresistible that one would not want to share it with anyone! New communication aims to take Mango‟s connect with Maaza to the next level by positioning it as the Ultimate thirst quencher of Mango, best explained by the tagline – „Maaza Lao, Aam Ki PyaasBujhao’. In 2008 and 2009, its campaigns were used to project Maaza as a substitute for mango with taglines that said „BinaGutliWalaAam’. Clearly, from being projected as a substitute for mango to becoming an all- season mango option speaks volumes for the distance that the product has covered in terms of its brand positioning. Recently, Maaza launched a new campaign „Harmausamaam‟, which seeks to upend its earlier advertising strategy by positioning the product as a “throughout the year” drink option.
PLACE : Maaza has excellent distribution and availability all over India. It also uses major and minor retail outlets for increasing its sales. The major advantage Maaza has that it uses its already existing vast distribution network under its parent company – CocaCola India. Effective, and steadily increasing.