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.
Cadbury has been around people's life from decades now and it only becomes younger & younger. Be it their Communications, Content Marketing, Advertising or Public Relations, Cadbury seems to excel in everything they do. Here's what we, as students of Symbiosis School of Media & Communication, Bengaluru (Batch 2015-17) think of Cadbury.
*NOTE* This case study has been prepared for internal evaluations and thus references are taken from various case studies, articles, news publications and Cadbury's global website.
This Presentation gives the information about how cadbury use their distribution channel as well as about their sales strategy and salesforce structure, how they give training etc
Cadbury has been around people's life from decades now and it only becomes younger & younger. Be it their Communications, Content Marketing, Advertising or Public Relations, Cadbury seems to excel in everything they do. Here's what we, as students of Symbiosis School of Media & Communication, Bengaluru (Batch 2015-17) think of Cadbury.
*NOTE* This case study has been prepared for internal evaluations and thus references are taken from various case studies, articles, news publications and Cadbury's global website.
This Presentation gives the information about how cadbury use their distribution channel as well as about their sales strategy and salesforce structure, how they give training etc
In this report you can study about Marketing Mix of Nestle Company
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it's my project about Britannia which will provide you lots of important data and consumer analysis feedback about Britannia products and also give you a clear concept about Britannia
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Consumer behavior research is continuous process. Understanding consumer is never ending, it gives insights to marketer to adapt his marketing strategies. The objective on studying the consumer behavior is to understand the behavior of the consumer in quite deep. This study is to understand CB towards FMCG we have taken product of Dairy milk chocolate. Study involves both primary data and secondary data.
In this report you can study about Marketing Mix of Nestle Company
We are covering the following topics:
Nestlé’s History, Shape of the Nestlé Logo, NESTLÉ – An Introduction, Mission Statement, Vision and Values, NESTLÉ TODAY, Major Competitors, BCG Growth Matrix, Product Life Cycle, Our progress, The Nestlé Policy on Environmental Sustainability, Nestlé Environmental Management System, Product life-cycle approach, Nestlé – Four “Ps”, Products, Variety, Quality, Packaging,, Services & Brand name, Price, Industry overview and performance in FY09, Financial performance (FY04-10), Profitability, Liquidity, Asset management, Debt management, Market ratios, Future outlook, Place, Distribution Channel, Coverage, Inventory, Logistics, Promotion, Modes of advertising, Direct Mail/SMS to Users, Outdoor Advertisement, Transit Advertising, Segmentation, Targeting and Positioning Of Nestlé, Market Strategies, Marketing Strategy of Nestlé in Pakistan, Market Segmentation, Target Marketing, Differentiation, SWOT Analysis, Strengths, Weaknesses, Opportunities, Threats, PEST Analysis, Political analysis, Economical Environment, Social analysis, Technological, General Recommendations by the Public, Conclusion
it's my project about Britannia which will provide you lots of important data and consumer analysis feedback about Britannia products and also give you a clear concept about Britannia
Report on Consumer behavior towards dairy milkPrateek Pawar
Consumer behavior research is continuous process. Understanding consumer is never ending, it gives insights to marketer to adapt his marketing strategies. The objective on studying the consumer behavior is to understand the behavior of the consumer in quite deep. This study is to understand CB towards FMCG we have taken product of Dairy milk chocolate. Study involves both primary data and secondary data.
Appy Fizz is a product by Parle Agro, introduced in India in 2005. Appy Fizz consists of carbonated apple juice, and is used as the basis for cocktails and is a popular drink with the youth. After the success of Appy which was clean apple juice, Parle launched its sequel product as Grappo Fizz, which is a carbonated grape juice.
The drink was the subject of a successful campaign of advertising at cricket matches in 2005-08.
Appy Fizz is also manufactured and marketed in Bangladesh by Global Beverage Co Ltd. under license from Parle Agro. Appy fizz nowadays is at a high demand. Appy fizz as opposed to the messaging hoax does not cause cancer.
Priyanka chopra is currently a celebrity endorser of Appy fizz.
Here is the Power-point presentation ppt of Britannia Industries Limited. In this ppt we have described you about Mission statement, Vision Statement, Britannia's products, Britannia's competitors, Britannia's stakeholders, Positive and negative of stakeholders, Primary and secondary stakeholders, which stake holders are important and which are not also which stakeholders influence the most and which not, Britannia's Problem tree, Britannia's objective tree, segmentation, PESTEL analysis, Swot analysis, Tows analysis, 4Ps (i.e. Product, Price, Promotion, Place), Porter's five forces (Analysis), Business Model, BCG Matrix (Growth Share matrix), Consumer/Customer Perception, Strategic Recommendations/Suggestions.
A Strategic Approach: GenAI in EducationPeter Windle
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This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
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The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
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Antifertility, Toxicity studies as per OECD guidelines
2. The FMCG Industry
▪FMCG goods are popularly known as consumer packaged
goods. Items in this category include all consumables people buy
at regular intervals.
▪The FMCG sector has grown at an annual average of about 11
per cent over the last decade. Food products is the leading
segment, accounting for 43 per cent of the overall market.
▪The market size of FMCG in India is estimated to grow from US$
30 billion in 2011 to US$ 74 billion in 2018.
The top ten India FMCG brands are:
1.Hindustan Unilever Ltd. 2. ITC (Indian Tobacco Company)
3. Nestlé India 4. GCMMF (AMUL) 5. Dabur India 6. Asian Paints
(India) 7. Cadbury India 8. Britannia Industries 9. Procter & Gamble
Hygiene and Health Care 10. Marico Industries
3. Company Profile
Cadbury
Cadbury is a British
multinational confectionery
company owned by
Mondelēz International.
It is the second largest confectionery
brand in the world after Wrigley's.
It is H.Q in Uxbridge, Greater
London and operates in more
than fifty countries worldwide.
Chocolate became the
company’s best-selling
product by 1948.
Cadbury India
In 1948, Cadbury India
began its operations in India
by importing chocolates.
The corporate head office is in
Mumbai.
It is the market leader in the
chocolate confectionery
business with a market share of
over 70%
On 21 April 2014, Cadbury
India changed its name to
Mondelez India Foods
Limited.
4. PRODUCTS
Cadbury India
operates in five
categories –
• Chocolate
confectionery
• Beverages
• Biscuits
• Gum and
• Candy
Some of the key
brands are Cadbury
Dairy Milk, Bournvita,
5 Star, Perk, Bournville,
Celebrations, Gems,
Halls, Éclairs, Bubbaloo,
Tang and Oreo.
5. Market Structure
Cadbury operates in a
monopolistic competitive
market structure in which they
have been able to maintain a
control over their inflated
prices.
Cadbury understands the
concepts of brand identity
and product differentiation
which is a reason why
Cadbury has become the
second largest confectionery
company all over the world.
The company’s strategy is to
focus on their main
competencies to differentiate
themselves
Cadbury understands how to
benefit their customer in
which they conduct an
observation on consumer
feedback; leverage the
company widely to many
products and markets, and
create innovative ideas that
are hard for competitors to
imitate.
Cadbury attracts their
customers over their
competitors by their creative
designed advertisement
campaigns
6. The company is maintaining a steady gross margin of approx 20%
around its years of production. This is despite the fact that they
having 35% share of this market which gives them an almost
monopolistic status
Pricing Strategy
Weight Prices
20gm pack Rs 10
50 gm Pack Rs 30
150 gm Pack Rs 90
350 gm Tin Rs 175
500 gm Tin Rs 350
And it is concluded from the survey that customers by looking this
price chart have accepted the prices and called it as an
economical.
7. Pricing Technique
Skimming
The prices are set very high to take advantage of some people’s
desire for a new product or design at any price.
Cost Plus Pricing
In this simple mark-up procedure is used. Cost plus pricing tends to
ignore the demand for the product and the competition.
There are 4 different pricing techniques that are
available to Cadbury.
8. Positioning pricing
Cadbury uses this method to position prices that are set which
reflect the consumers view of the chocolate bean.
Demand based pricing
Cadbury set their prices based on what they think the consumer is
prepared to pay.
10. Graphical representation of cost structure for the years 2013 and 2014
The expenses that a firm must take into account when
manufacturing a product or providing a service is considered
as company’s cost structure.
11. 2013 2014
Total no. of bags
sold
3,40,000 5,00,000
Revenue per
bag
3,200 4,125
TOTAL REVENUE 1,088,000,000 2,062,500,000
Revenue structure
A revenue model is a framework for generating revenues. The co’s
revenue reflects significant increase because of two main
reasons :
▪Control in production cost
▪Great appreciation and value of product leads to increase in
demand
14. Entry of competitors
Entry will be difficult because there are already well established
companies within this market like Mars, Nestle, Ferrero, Kraft,
Hershey’s and Lindt. The barrier for entry is very hard for new
company.
Threat of substitutes
The main threat of is the supermarket own brands because they
tend to copy popular chocolates and sell at a cheaper price.
Bargaining power of suppliers
Cadbury has higher bargaining power as it is a big company
and has high purchasing power. Although there is an existing
competition, but Cadbury’s can use economies of scale and buy
raw materials at a cheaper price.
15. Bargaining power of buyers
Cadbury’s has a large buying power scattered all around the
world in billions. The price subjectivity of the products is not a
question for the people but the increasing number of
competitors that offers the same type of products at a lower
cost might be the cause of customer loyalty alteration.
Rivalry among the existing players
Companies such as Nestle, Hershey’s, Ferrero etc. are
Cadbury’s main rivals because they are also long established
confectionary brands and like Cadbury are developing new
ranges of products new promotions. Rivalry will always be
strong among these companies because they sell from the
same types of stores and their products are similar in some
respects.
16. S W
0 T
•World leader
•Powerhouse brands and
Products
•Brand name, brand equity
and Brand loyalty
•Positioning as gift
•Promotions
•Indian connect
•Placement and distribution
•Rural distribution
•Quality control needs
to be strengthened.
• Rural markets
• New tastes
•Cost and price
increase
•Health consciousness
on the rise
•Decreasing importance
of festivals
•Rising demand of
people, growing
purchasing power
17. Determinants of Demand
•Income
•Population
and Age Group
•Brand Image
•Consumer Preference
and Taste
•Expected
Future Price
•Competition
•Price of
Complementary
Goods
•Cooling Weather
and Recession
19. Determinants of Supply
Supply Curve
PriceRs.
400
525
650
775
900
Quantity
1.1 Million kg (2010) 1.7 Million kg (2011) 2.5 Million kg (2012)
520
640
825
Sales prices per year
2012 2013 2014
•Number of
suppliers
•Expected price
•Price of input
costs
20. Elasticity
•Price Elasticity of Demand
Price Elasticity is a measure of the
relationship between a change in the quantity
demanded of a particular good and a change
in its price.
•Cross Price Elasticity
Cross price elasticity measures the responsiveness in the
quantity demand of one good when a change in price takes
place in another good .
21. Band Wagon Effect:
The band wagon effect is totally
depended on the mentality of the
human beings. The advertisement
campaign with Amitabh Bachchan
has made an increase in the demand of
the dairy milk. It indicates that if the one
person is going to buy dairy milk
chocolate than the other also want to
buy the same chocolate.
Snob Effect:
This is a kind of totally contra effect of the band wagon
effect. If a person bought one particular product then the
other person wants superior product than the person had
already bought. But in our product the demand does not
affect by the snob effect.
22. Demand forecasting
Table: Sales for the year 2005-14
YEAR SALES (In Rs Cr)
2005 571.14
2006 626.32
2007 795.61
2008 842.85
2009 885.28
2010 1006.02
2011 1149.97
2012 1441.92
2013 1751.24
2014 2045.08
1. Trend Projection Method
Time series has four types of
components namely, Secular
Trend (T), Secular Variation (S),
Cyclical Element (C), and an
Irregular or Random Variation
(I).
In our study we estimate the
trend using The Graphical
Method
23. Fig: Trend Line of actual sales from 2005-2014
Sales (in Rs Cr)
0
550
1100
1650
2200
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Sales (in Rs Cr)
According to the graph, there is an upward trend in the
actual yearly sales of Cadbury. It rises by 250 Crores every
year from 2011 to 2014. Going by the trend, it is forecasted
that the sales for the year of 2015 will be Rs 2,295 Crores.
24. 2. Regression analysis
It attempts to assess the relationship between at least two
variables (one or more independent and one dependent), the
purpose being, to predict the value of the dependent variable
from the specific value of the independent variable
25. Relationship of Sales
with Price
Relationship of Sales
with Advertising
Price
Sales(Cr.)
0
550
1100
1650
2200
Price
0 4 8 11 15
R² = 0.6266 Series1
Adv (Cr)
Sales(Cr.)
0
550
1100
1650
2200
Adv (Cr.)
0 50 100 150 200
R² = 0.995 A
This graph shows that the impact of price on
sales of Cadbury’s can be explained only by
62.66%. R squared value of 0.6266 shows a
not so strong correlation between price and
the sales of Cadbury’s.
Direct correlation between advertisement
spending and the Sales of Cadbury’s from the
period 2005-2014. Rreflected in strong R
squared value of 0.995 which implies that 99.5%
of the impact of advertising spends can be seen
on the Sales of Cadbury’s chocolates.
26. Relationship of Sales
with Competitors price
Relationship of Sales
with PDI
Competitor Price
Sales(Cr.)
0
550
1100
1650
2200
Competitor Price
0 5 9 14 18
R² = 0.6266 Series1
Personal Disposable
Income (PDI)
Sales(Cr.)
0
550
1100
1650
2200
PDI
0 20000 40000 60000 80000
R² = 0.8332
Ser
The PDI of Indian consumers has direct impact on
the sales of Cadbury’s chocolate. Though this
impact is not as high as that of advertisement
spending but still high enough (83% correlation)
to not be ignored.
As with the pricing of the Cadbury’s chocolates,
the pricing of its competitor products doesn’t have
much impact on its Sales. This can be seen from a
weak R squared value of 0.6266
27. Recommendations
•Maintain dominance in chocolate segments and bring in more
flavours of Dairy Milk.
•Use medias such as Facebook, twitter, radio, etc. to enable large
amount of cheap advertisement.
•Formulate new strategies to give tough competition to new
entrants.
•New channels such as gifting, child connectivity and value for
money offering to be the key growth drives.
•One new major product from International Portfolio should be
launched in India every year.
•Maintain their strong market distribution channel so as not to lose
market share.
•Customer’s complaint should be welcomed and handled
effectively
28. Marketing Strategies
Marketing strategies can be implemented by dividing the
target audience in three age groups and formulate strategies
accordingly.
1. Marketing Plan for Age group 0 to 18
•Child connectivity & gifting is a new growth segment for the
company. Target this age group by gifting the chocolates in
schools.
•We propose, Cadbury to tie up with bigger chain of school for
distribution. Chocolates have become a premium gifting
option. The chocolates have health
•benefits compared to Indian traditional sweets. CDM has more
nutritional value for children's than any other sweet.
29. 2. Marketing Plan for Age group to 19 to 35
•The best way is to catch this population on internet (on Facebook). India
has 78 million active users who access Facebook. We propose Cadbury
to tie up with Facebook & launch the online chocolate gifting
programme on facebook. Customers can choose the best Chocolate
gift they want to send it across India. Cadbury will take great care in
delivering the Chocolate gifts across India (Through distribution network.
•In future this can be extended to gifting chocolates on Valentine's Day,
International Women, Day Mother's Day, Father's Day & Friendship Day.
3. Marketing Plan for Age group 36 to 60
•The total population in this age group is 0.381 billion.This is majorly
working population of India. This segment can be targeted by using
corporate gifting Chocolates have become a premium gifting option.
•Hospitality is another segment that is growing at a consistent rate.
•This population can be targeted on marriages (with wedding invitation
card & after marriage gift), on festivals, special occasions & many more
occasions.
30. Conclusion
Cadbury has had much market power in the confectionery
industry all over the world. Cadbury realizes their success
depends significantly on the value of the Cadbury brand while
relying on its excellent reputation for their product quality and
flavour, accessible, and affordable price. In the current
economic state, they are still facing and need to sort out the
issue of the deficit of cocoa and the price increases in cocoa.
Besides, they need to compete with other chocolate brands
as many firms have entered freely in the market. To remain a
major player in the confectionery industry, they need to be
effective in the current market by introducing more new
products and react to the alternatives within the market. Also,
their advertisement spending has a huge impact on the
revenue that they earn and so they should be very careful
while making the decision.
