The document provides information about the history and operations of Cadbury and Nestle. It discusses that Cadbury was started by John Cadbury in 1861 and established the largest chocolate factory in the UK. By 1950, Cadbury opened its first overseas factory in Tasmania. Today Cadbury has over 70,000 employees worldwide. In India, Cadbury enjoys over 70% market share. Nestle was founded in Switzerland and operates in over 80 countries with over 200,000 employees. It has a wide portfolio of brands across dairy, beverages, chocolate and more. Both companies have extensive manufacturing and distribution networks across India.

2. The sweetest story
ever told… or heard

3. HISTORY OF CADBURY
 Started by John Cadbury
 Factory in Bourneville in
1861- largest chocolate
production in U.K
 1897- Manufactured 1st
milk chocolate.
 1950- First overseas
factory near Hobart,
Tasmania.
 1960’s- Larger factory
with his brother selling
16 type of drinking
chocolates.
 Today the largest
confectionery
company in the
world;70,000+
employees.

4. CADBURY
INDIA
In India, Cadbury began its operations in 1948 by
importing chocolates.
It today has 5 company-owned manufacturing facilities
& 5 sales offices in 5 metros. The corporate office is in
Mumbai.
Cadbury enjoys a value market share of over 70% - the
highest Cadbury brand share in the world! The brand
Cadbury Dairy Milk is considered the "gold standard" for
chocolates in India.

5. VISION
 The Barrow Cadbury’s Trust’s Vision is of a peaceful,
equitable society free from discrimination and based
on the principle of social justice for all.
MISSION
The Barrow Cadbury’s Trust’s Mission is to
promote social justice through grant making,
research, influencing public opinion and policy and
supporting local communities.

6. OBJECTIVES
 To become the World’s Biggest and Best
Confectionery Company.
 To make lots of chocolate & improve the quality of
their chocolate.
 Have loads of stores worldwide.
 To be an ongoing company & achieve revenue growth
of 20% per year.
 Increase earnings by 15% annually & dividends per
share by 7% per year.

7. THE 4P’s OF
CADBURY

8. PLACE
 Produced at the chocolate factory in Bourneville in
Birmingham.
 It is then transported to the stockrooms.
 After this Cadbury sells it products to shops
that deal with beverages and confectionery e.g. corner
shops, superstores.
 They then sell it to the general
public.

9. PLACEFive 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

11. PRODUCT
 Cadbury Dairy Milk is made from Real Chocolate
 Its ingredients include cocoa butter
 There is a glass and half full cream dairy milk in every 200
grams of Cadbury dairy milk chocolate
 Cadbury buys 65 million liters of fresh milk each year to make
Cadbury dairy milk chocolate

12. PRODUCT
 Bars
 Cakes &
Biscuits
 Drinks
 Ice Creams &
Desserts

13.  Adopted competitive pricing strategy for the basic product
 Whereas premium pricing on other variants
 Cut down on weight but did not increase cost
e.g. 5 Rs pack was of 13gm but now it is 10.5gm
PRICE

15. Chocolates
Dairy Milk
5 Star
Perk
Celebrations
Temptation
Éclairs
Gems

16. PROMOTION
CAMPAIGN TARGET
Real Taste of Life Child in adult
Khanewalon ko khane ka
bahana chahiye
Wider masses
Pappu Pass Ho Gaya Youngsters
Miss Palampur Rural masses
Kuch Meetha Ho Jaaye Conversion of sweet consumers to chocolate for
special occasions
Khane ke baad Meethe
mein Kuch Meetha Ho
Jaaye
Targeting the habit of Indians to have desserts
after meals
Shubh Aarambh Targeting the belief of Indians that anything
begun by having something sweet provides good
luck

17. The BIG B Factor
 The big factor that has pushed up CDM sales is the
Amitabh Bachchan campaign.
 It helped restore consumers' faith in the quality of the
product
PROMOTION

18.  Brand Building
 Innovative & Attractive
Packaging
 Introducing New Products
 Market Positioning
MARKETING STRATEGY

19. MARKET SEGMENTATION
 Geographic segment
 Demographic segment
 Behavioral segment
 Psychographic segment

20. MARKET SEGMENTATION
GEOGRAPHIC
 Region
 Countries
 Climate
DEMOGRAPHIC
 Age
 Gender
 Family Life cycle
 Income

21. MARKET SEGMENTATION
PSYCHOLOGICAL
 Attitude Toward The
Product
 Life Style
BEHAVIORAL
 Occasions
 Benefits
 Usage rate

22. SWOT ANALYSIS
Strengths
•Well established brand
•Huge market share 70%
•Rich product mix
•Aggressive marketing
•Price according to Indian
market
Weakness
•Dental problems with
chocolates consumption
•Little penetration in rural sec
•Other competitors have better
international experience
Opportunities
•Increase share through
targeted acquisition
•Increases acceptance of
Globalization in sector.
•Innovative un captured market
Threats
•Cut throat comp : Nestle Amul
•Entry of international brands
•Obsession with calories
•Negative publicity and
controversies

23. .
Getting to Know Nestlé

24. .
 Swiss company - global reach
 Around 254,000 people working for us
 Operating in more than 80 countries
 World´s leading food & beverage company
 People, brands & products are key
Our Global Organization

25. .
Environment Infant Formula
Policy
Quality Coffee Prices UN Global
Compact
Sustainability Gene
Technology
Nestlé
Donations
Water Nestlé in the
Community
Our Responsibility

26. .
 People – our source of
energy
 Around 247,000 people
make up the Nestlé family
 Continous training and
improvement of skills
 Respect and cultural
diversity
Our People

27. .
THE NESTLÉ SPIRIT
 We believe in people rather
than systems
 Committed to creating value for
our shareholders
 Descentralized
 Committed to continuous
improvement rather than
dramatic, one-off changes
Carrees at Nestlé

28. .
THE 4P’s OF Nestle

29. .
PRODUCT OF
NESTLE

30. .
NESTLE BRANDS
 Milk Products & Nutrition
 Beverages
 Prepared Dishes and Cooking Aids
 Chocolates & Confectionary

31. .
MILK PRODUCTS AND NUTRITION
 Nestle Everyday Dairy Winter
 Nestle Everyday Slim
 Nestle Everyday Ghee
 Nestle Milkmaid
 Nestle Fresh and Natural Dahi
 Nestle Jeer Raita
 Nestle Milkmaid Fruit Yoghurt
 Nestle Milk
 Nestle Slim Milk

32. .
BEVERAGES
 NESCAFÉ CLASSIC
 NESCAFÉ SUNRISE
 NESTLÉ MILO
 NESCAFÉ 3 IN 1
 NESCAFÉ KOOLREZ

33. .
PREPARED DISHES AND COOKING AIDS
 Maggi 2-Minute Noodles
 Maggi Vegetable Atta Noodles
 Maggi Dal Atta Noodles
 Maggi Rice Noodles Main
 Maggi Sauces
 Maggi Pizza Maza
 Maggi Healthy soups
 Maggi Healthy Soups Sanjevni
 Maggi Magic Cubes

34. .
CHOCOLATES & CONFECTIONARY
 Nestle Kit-Kat
 Nestle Kit-Kat Lite
 Nestle Munch
 Nestle Munch Pop Choc
 Nestle Milkybar
 Nestle Bar one
 Nestle Fun Bar
 Nestle Milk Chocolate
 Polo Power Mint
 Nestle Eclairs

35. .
PLACE OF
NESTLE

36. .

37. .

38. .
PROMOTION
OF
NESTLE

39. .
 A successful product or service means nothing unless
the benefit of that product/service can be communicated
to the Target Market
 There are many ways to get the “word out”
Public Relations Advertisin

40. .
“Uses the same
symbols worldwide.”
“think globally and
act locally”
“Product formulation vary to
suit cultural differences.”

41. .
Reduce prices and introduce
smaller packages for products
to make them affordable has also
implemented many promotional
schemes.
The company has also promoted
their products like giving free
samples of the new products
free with old popular and
famous product.

42. .
Nestlé :Advertising Strategy
Nestlé launches new campaign for Kit Kat,uses
animation for the first time in India. It urges busy
youngsters to take a break and notice the fun
events in their surroundings.

43. .

44. .
Rural Development
INDIA:
Clean Drinking Water Project And Water
Education Programme For Children:
The project has benefited
More than 17000 children
And even the farmers
Were made aware to
Make proper use of water
during their farming
activities .

45. .
Rural Development
IN INDIA:
Nestle Agricultural Services
has used the experience gained
by nestle in different Parts
Of the world to set up a
system of direct and
Efficient contact with the
farmers in India.

46. .
PRICE
OF
NESTLE

47. .
s.no Chocolate name grams price
1 Kit kat 90 gm 71.25
2 Kit-Kat 2 finger 18 gms Rs. 10
3 Kit-Kat 4 fingers 34.5 gms Rs. 20
4 Kit-Kat 6 X 2 fingers 108 gms Rs. 6
5 Kit-Kat dark 40 gm Rs. 50
6 Munch 23 gm 10
7 Maha munch 10.1 gm 5
8 Bar one 28 gm 10
9 Bar one 13 gm 5
10 Milky bar 13 gm 10
11 alpino 22 gm 28.50
12. Kit kat-crisp wafer 37.3 50
13. Nestle classic 18 gm 10

48. .
SWOTOPPORTUNITIES
Low penetration, consumption.
Launch of brands from international
portfolio.
Growth in international & emerging
markets
WEAKNESS
Raw material supply – volatile prices.
Chocolates - comparatively small
business unit
Lack of penetration of chocolates in
the rural market.
STRENGTHS
Strong distribution network.
Strong R&D
THREATS
Foreign imports.
There exists no brand loyalty in the
chocolate market and consumers
frequently shift their brands.
Changing consumer trends.