Cadbury's marketing ppt
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Transcript of Cadbury's marketing ppt
The sweetest story ever told… or heard
Choc
olat
e bea
ns
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.
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.
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.
MISSIONThe Barrow Cadbury’s Trust’s Mission is to promote social justice through grant making, research, influencing public opinion and policy and supporting local communities.
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.
ACHIEVEMENTS• 2008- SILVER award for the 'Most Effective Use of
Advertising‘.• 2008- Cadbury India has been ranked as the 7th Great
Place to Work and the No. 1 FMCG company in India.• Cadbury Dairy Milk & Bournvita have been declared a
`Consumer Super brand' for 2006-07.• Cadbury India has been ranked 5th in the FMCG sector,
by Business World magazine in 2007.
THE 4P’s OF CADBURY
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.
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
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
PRODUCT Bars
Cakes &Biscuits
Drinks
Ice Creams &Desserts
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
PROMOTION CAMPAIGN TARGETReal 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
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
Brand Building
Innovative & Attractive Packaging
Introducing New Products
Market Positioning
MARKETING STRATEGY
5 C’S
COMPANY CUSTOMERS COMPETITORS CLIMATE COLLABORATORS
MARKET SEGMENTATION
Geographic segment Demographic segment Behavioral segment Psychographic segment
MARKET SEGMENTATION
GEOGRAPHIC Region Countries Climate
DEMOGRAPHIC Age Gender Family Life cycle Income
MARKET SEGMENTATION
PSYCHOLOGICAL
Attitude Toward The Product
Life Style
BEHAVIORAL
Occasions Benefits Usage rate
SWOT ANALYSISStrengths•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
MY SUGGESTIONS Bring out new products for health conscious
people. Continue to promote itself as substitute to
mithai. Choco-biscuits should be introduced. Should use Indian ads and avoid global ads in
India. Consider attractive display or its own
‘Chocolate boutique’ (retail store). Special chocolates for Christmas should be
introduced e.g. rum, champagne flavored New flavors like strawberry,orange,vanilla etc.
CONCLUSIONS 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
Pricing, quality , flavors and pack size are some of the important factors
Economical distribution using proper supply chain management is necessity
Brand loyalty should be maintained
THANK YOU