This document provides information on Cadbury and Nestle, the top two competitors in the Indian chocolate market. It lists the group members for a project and gives a brief history of each company's founding and operations. It also outlines their product portfolios and identifies the two companies as capturing a combined 96% of the Indian chocolate market share. The document analyzes the companies' marketing strategies, including branding, pricing, promotion, and distribution approaches. It further performs a SWOT analysis and competitive assessment of each company. In closing, it discusses challenges for future growth in the Indian chocolate industry.
Marketing Strategy for Chocolate ClothingMadhuranath R
This presentation describes the Marketing Strategy to be implemented by Chocolate Clothing, Philippines. It was undertaken as an academic consulting project.
Company and market analysis of cadbury has been done, alongwith a forecast of demand faced by cadbury in the year 2015. Methods used to forecast demand are trend projection and regression. We also give recommendations for profitability in the end.
Marketing Strategy for Chocolate ClothingMadhuranath R
This presentation describes the Marketing Strategy to be implemented by Chocolate Clothing, Philippines. It was undertaken as an academic consulting project.
Company and market analysis of cadbury has been done, alongwith a forecast of demand faced by cadbury in the year 2015. Methods used to forecast demand are trend projection and regression. We also give recommendations for profitability in the end.
Fogg perfumes marketing strategy post covid-19RidhiKochar1
We were assigned the responsibility to draw a marketing plan for the Fogg perfume (SPECIFICATIONS: Variant- Spicy Black
Quantity - 120 ml) keeping in mind the post-Covid situation.
We worked out on the 4Ps of Fogg, its STP, SWOT, competitors, and then designed a marketing plan different from its current strategy.
Fogg perfumes marketing strategy post covid-19RidhiKochar1
We were assigned the responsibility to draw a marketing plan for the Fogg perfume (SPECIFICATIONS: Variant- Spicy Black
Quantity - 120 ml) keeping in mind the post-Covid situation.
We worked out on the 4Ps of Fogg, its STP, SWOT, competitors, and then designed a marketing plan different from its current strategy.
Company presentation on Cadbury...All the departments are being covered like HR,FINANCE&MARKETING departments which includes BCG matrix, advertisement strategies, target audience and how it became the worlds second largest chocolate selling company.. How the employees of the company work and how the work environment helps them to enhance the companys product...
Similar to Cadburyfinal1new 120216082020-phpapp01 (20)
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
Website Link :
https://skyeresidences.com/
https://skyeresidences.com/about-us/
https://skyeresidences.com/gallery/
https://skyeresidences.com/rooms/
https://skyeresidences.com/near-by-attractions/
https://skyeresidences.com/commute/
https://skyeresidences.com/contact/
https://skyeresidences.com/queen-suite-with-sofa-bed/
https://skyeresidences.com/queen-suite-with-sofa-bed-and-balcony/
https://skyeresidences.com/queen-suite-with-sofa-bed-accessible/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-king-queen-suite-with-sofa-bed/
https://skyeresidences.com/2-bedroom-deluxe-queen-suite-with-sofa-bed-accessible/
#Skye Residences Etobicoke, #Skye Residences Near Toronto Airport, #Skye Residences Toronto, #Skye Hotel Toronto, #Skye Hotel Near Toronto Airport, #Hotel Near Toronto Airport, #Near Toronto Airport Accommodation, #Suites Near Toronto Airport, #Etobicoke Suites Near Airport, #Hotel Near Toronto Pearson International Airport, #Toronto Airport Suite Rentals, #Pearson Airport Hotel Suites
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
The Parable of the Pipeline a book every new businessman or business student ...
Cadburyfinal1new 120216082020-phpapp01
1.
2. GROUP MEMBERS
Anuja Agrawal 1
Candida D‟Souza 2
Roomana Kazi 3
Priyanka Mansukh 4
Vishal Shirke 5
Sakina Motiwalla 7
3. HISTORY
•Cadbury is a confectionery
company owned by Kraft
Foods.
•Founded in the year 1824.
•Founder was John Cadbury.
•Founded in India on 19 July
1948
•Head office is in Mumbai, India
•Products - Cadbury dairy milk,
5-star, Perk, Gems, Éclairs
• Employees around 2000.
•Founded in 1866 by Henri
Nestle.
•Headquarters is in Switzerland.
•Company operates in 86
countries around the world,
•Employees over 2,80,000 people.
•Nestle India Ltd
• First factory was set up in the
year 1961
•At Moga Punjab
6. MARKET SEGMENTATION
GEOGRAPHIC :
•URBAN AREAS: GROWTH WILL MAINLY COME THROUGH AN INCREASE IN
PENETRATION AS INCOME LEVELS IMPROVE.
DEMOGRAPHIC :
Age Group –(3 years to 18 years)
(18 years to 25 years)
(25 + years)
BEHAVIOURAL:
Purchase Occasions- Diwali, Rakhsha Bandhan etc.
7. SWOTOPPORTUNITIES
Increasing per capita national income
resulting in higher disposable income.
Growing middle class and growing
urban population.
Increasing gifts cultures.
Substitute to “Mithais”
WEAKNESS
Little penetration in the rural sector.
Poor technology in India compared
to current international technologies.
Limited Key products, only one
central brand (CDM).
STRENGTHS
Distribution Network
Market Share
Aggressive Marketing
Very strong brand equity in India.
Better market penetration.
THREATS
Rise in the cost of chocolate and dairy
products.
Entry of many foreign players in the
Indian Confectionary market, which are
giving higher margins to the retailers.
Changing consumer trends.
8. 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.
9. MARKETING MIX
PRODUCT :
•Cadbury India Limited (CIL) confectionary
products include Dairy Milk, 5 Star, Eclairs,
Perk, Halls, Bytes and Gems which are the
largest selling brands in their segments.
PRICING :
•Cadbury‟s has launched various products
which cater to all customer segments.
•So every customer segment has different
price expectation from the product.
•Therefore maximizing the returns involves
identifying right price level for each
segment, and then progressively moving
through them.
• e.g. : Dairy Milk Rs.5, Perk Rs. 10, 5 Star
Rs. 5 & Rs. 10, Fruit and Nut Rs. 22, Gems
Rs. 5 & 10, Break Rs. 5, Nutties Rs. 18.
PRODUCT :
•Nestle products are Kit-Kat, Munch,
Milky-bar, Charge, Classic, Polo. Kit-Kat is
their premium brand in chocolates.
PRICING :
Nestle sets prices of their products
according to the market demand as low as
possible because nestle is the trend setter
in the market.
•In line with Cadbury‟s offerings Incentive
schemes – eg. Maha munch give more
value for the same price Priced at key
price points like Rs.5
10. MARKETING MIX.
Physical Distribution – “Place”
•Cadbury's distribution network
used to encompasses 2100
distributors and 450,000 retailers.
PROMOTION :
•Celebrities endorsements.
•The big factor that has pushed up
cdm sales is the Amitabh
Bachchan campaign. Cadbury
appointed Amitabh Bachchan as its
brand ambassador.
•Cadbury product are marketed
aggressively in the market.
Physical Distribution – “Place”
•General FMCG distribution structure.
Strong coverage in urban areas, developing in
rural.
•New Regional Sales Offices to increase width
and penetration and focus in rural areas.
PROMOTION :
•Brand ambassador- Rani Mukherjee for
munch ( targeting youth)
•ADVERTISING - Decreased dependence on
children‟s TV channels over recent years 33%
of total industry spend but near equal spend on
each brand with rival offerings from Cadbury.
12. MARKET SHARE
Cadbury is the market leader with
72% market share.
Cadbury dominated the market .The
company's various brands such as
Dairy Milk, Five Star, Éclairs, Gems and
Perk are leaders in their segments.
Until the middle of 90‟s, Cadbury had
a monopoly among the chocolate
manufacturers.
Nestle India's chocolate portfolio commands
a total market share of 24%.
Then Nestle made an entry by introducing its
famous brands like Kit Kat , Munch and Milky
Bar in the process ending Cadbury‟s monopoly.
Chocolate market is estimated to be around 1700 to 1900 crores growing at 18-20%
per annum and is dominated mainly by listed players Cadbury India and Nestle India.
Competition in this segment is going to increase as big international heavyweights like
Hershey's and Mars are entering the Indian market.
13. COMPETATIVE 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.
14. Direct Competition
Cadbury captures 70% of market
share
In Cadbury Dairy Milk accounts
for maximum share
Five star come at 2nd place
Nestle captures 25% of market
share.
In Nestle Munch accounts for
maximum share
Kit Kat comes at 2nd place
15. INDIRECT COMPETITION
Since the target audience includes, consumers of not
only chocolates but also of biscuits and confectionary
products like toffees, candies etc have proved to be
indirect competition (however would be limited since we
are targeting small segment)
16. Marketing programs :
advertising
Tag line: Khao Bina Taarikh Dekhe
Client: Nestle India
Brand: Munch
Creative Director: Anuja Chauhan
Duration: 20 secs
Year: 2009
Story : After the popular ambush marketing by PepsiCo & Coca-Cola India, chocolate majors Cadbury
India & Nestle India can be seen at loggerheads in the ad mad world. In most cases it is the small
brother taking on the big brother. Likewise, in this spoof, Nestle Munch has challenged CDM‟s
(Cadbury Dairy Milk) campaign „Aaj pehli tarikh hai‟ with its tagline „Sirf pehli tarikh ko nahin, kabhi bhi
kha sakte hai‟.
Message: With the tag line „Khao Bina Tarikh Dekhe‟, Nestlé's „combative advertising‟ campaign directly
mocks Cadbury‟s brand proposition. With this ad, Nestle India wants to dilute the brand proposition of
Cadbury, tickling its viewers & stealing the sweetness from Dairy Milk. Munch is a vibrant brand with a
personality that is clearly associated with fun. Its advertising has always highlighted the „fun in
consumption‟. This ad is to take that message further down.
17. Insight: Consumers are still fairly basic & in today‟s world of complicated lives we all like to witness
some free action sequences. Going by its popularity, it‟s clear that consumers enjoy collisions, thrive
on simple skirmishes & thus absolutely love the war between brands or celebrities.
Goof In The Spoof: The easiest thing to do is to criticize intelligent ideas (seriously). But Munch‟s
attempt has fallen flat & there isn‟t really much to counter the Cadbury campaign, which has proved
to be clutter breaking. So before taking head on Punga with CDM‟s high-voltage campaign, Munch
should have considered that spoofs are about puncturing any pretence, but then the brand character
has to be such. That‟s certainly not the case with Nestlé Munch. Unlike Sprite, it‟s not in the brand‟s
natural scheme. In other words, this ad war is unlikely to go on forever.
Freshness: The Pehli Tarikh campaign is an easy prey, having focused too sharply on the pay day
insight makes it vulnerable. But Munch has wasted a big opportunity to counter it by producing a
sloppy spoof. The Munch ad, in this case, looks like a poor mimic of something that stands strong
already. Actually the ad language is very edgy-buzzy that excites the youth but the script is poor &
the cast even poorer. How could this ad dent the buzz that the Cadbury campaign created amongst
consumers?
Verdict: Spoofing, if not executed well, runs the risk of reminding the consumer of the original brand.
In this case, it seems to have done just that. But spoofs do make brands come alive which haven‟t
been able to make much of an impact; they make the whole category much more alive & bring more
consumers to it. This advert has certainly livened up the chocolate category.
18. Challenges for future growth
Government policies in terms of licensing, duties, movement of agricultural
commodities etc. Also affect the introduction of products, time lag for a product
launches, taxes, excise, etc all influence the business.
Rupee depreciation improves export realizations, however it also makes import of
raw material (esp. Cocoa) expensive.
Threat from foreign brands.
Inflationary pressures on raw material prices
Lack of government initiative – high excise and import duties
High entry barriers due to duopolistic market
Price-sensitive consumer.
19. Research Methodology
The project is based on information collected from primary sources. After the
detailed study, an attempt has been made to present comprehensive analysis of
consumption of Cadbury and nestle chocolates consumed by the people. The data
has been use to cover various aspects like consumption, consumer‟s preference
and customer satisfaction regarding Cadbury and nestle chocolates.
TYPE OF RESEARCH
DESCRIPTIVE
EXPLORATORY
SAMPLING
CONVIENCE SAMPLING
20. AWARENESS
Aware Of Cadbury
98% Yes
2% No
Source Of Awareness
70% AD’s
18%W,O,M
12% Saw in shop
Aware Of Nestle
90% approx
10% No
Source Of Awareness
60% AD’s
30% Saw in Shops
10% Suggestions
22. Source of Data
Primary Data : Questionnaire
Secondary Data : Articles
Data Analysis
23. DATA ANALYSIS
Q1) Do you eat chocolate?
o Yes 83%
o No 17%
Q2) which chocolate brand you like the most?
o Cadbury 64%
o Nestle 26%
o Others 10%
Q3) Which sub-brand do you like most from Cadbury?
o Dairy Milk 62%
o 5 Star 17%
o Perk 14%
o Celebrations 2%
o Temptation 5%
83%
17%
Yes
No
64%
26%
10%
Cadbury
Nestle
Others
62%
17%
14%
2% 5%
Dairy Milk
5 Star
Perk
Celebrations
Temptation
24. Q4) Which sub-brand do you like most from Nestle?
o Kitkat 33%
o Munch 56%
o Milky bar 3%
o Bar One 5%
o Milk Chocolate 3%
Q5) Which media of advertisement influence your purchase?
o Television 66%
o Display 24%
o Newspapers 4%
o Hoardings 6%
Q6) How frequently do you buy chocolates?
o Once everyday 12%
o Once a week 25%
o 2-3 times a week 27%
o On special occasions only 36%
33%
56%
3%5% 3% Kitkat
Munch
Milky bar
Bar One
Milk Chocolate
66%
24%
4% 6% Television
Display
Newspapers
Hoardings
12%
25%
27%
36%
Once everyday
Once a week
2-3 times a week
on special
occations
25. Q.7) Do you want that Chocolate manufacturers should launch some sugar free products?
o Yes 70%
o No 30%
Q.8) Would you change your brand if they launch such products?
o Yes 82%
o No 18%
Q.9 Which Tag Line of Cadbury attracted you the most ?
o Kuch Meetha Ho Jaye 50%
o Rishto Ki Mithaas 20%
o Shubh Arambh 30%
70%
30% Yes
No
82%
18%
Yes
No
50%
20%
30%
Kuch Meetha ho
jaye
Rishto Ki Mithaas
Shub Arambh
26. CONCLUSION
The Cadbury Dairy Milk brand has evolved into a Megabrand incorporating arrange of
products each with their own identity.
The strategy involved a packaging and range refreshment strategy which has resulted in a
unified innovative Dairy Milk brand, Having exceeded initial sales targets by a considerable
margin, the strategy can be considered a success!
There is an immense scope for chocolate industry in India.
Indian chocolate industry is unique mix with extreme consumption
patterns, attitudes, beliefs, income level and spending.
Understanding consumer preferences and demands is the key to growth.
Economical distribution using proper supply chain management is necessary.
The Indian Chocolate Industry is destined to grow and will do so in the future.