PRODUCT MIX OF

Submitted by:Kirtan Pandya

AGENDA

COMPANY PROFILE

PRODUCT MIX

LINE STRETCHING

LINE FILLING

CONSISTENCY

CONCLUSION

COMPANY PROFILE

Contd.

Cadbury India:

Corporate office : Mumbai

Operates in India since 1948

Leading supplier of Indian confectionary market

5 production plants:

1. Thane

2. Induri (pune)

3. Malanpur (Gwalior)

4. Bangalore

5. Himachal pradesh

Cadbury

Chocolates

Dairy milk

Celebration

Bourneville

5 Star

Perk

Gems

Temptation

Biscuits

Beverages

Candies

Gums

PRODUCT MIX

Width=5

Product Lines

Product Types

Dairy milkDairy milk shots

8gm, Rs 2

Dairy milk 12gm, Rs 5

Dairy milk 23gm, Rs 10

Dairy milk40gm, Rs 20

Roasted Almond42gm, Rs 30

Crackle42gm, Rs 30

Fruit and nut44gm, Rs 30

Home pack96 gm, Rs 50

Dairy milk Silk80gm, Rs 60

BournevilleRaisin & nut40gm, Rs 30

Raisin & nut 90gm, Rs 75

Rich Coco40gm, Rs 30

Rich Coco90gm, Rs 75

Almond40gm, Rs 30

Almond90gm, Rs 75

Hazelnut45gm , Rs 30

Hazelnut90gm, Rs 75

TemptationRum

72gm, Rs 55

Roasted Almond72gm, Rs 55

Hazelnut72gm , Rs 55

Apricot72gm, Rs 55

Cashew nut72gm, Rs 55

Gems

Gems11.4gm, Rs 5

Gems28.4gm, Rs 15

Gems Jar307.05gm ,

Rs 111

Celebrations Celebrations

104.41gm, Rs 50

Celebrations122.9gm, Rs75

Celebrations252.9gm, Rs 150

Celebrations324gm, Rs 450

Celebrations432gm, Rs 600

Perk

Home Pack81gm, Rs 30

Perk Popper20gm, Rs 5

Ultra Perk15gm, Rs 5

5 Star

Fruit & Nut45gm, Rs 20

Crunchy40gm, Rs 15

SVP Pack90gm, Rs 30

Line Stretching

UpMarket

Two Way

Downmarket

LINE STRETCHING

DOWN MARKET STRETCHING

Launched in 2008

Targeted non-users & users both

‘chocolate laddoo’

Price: 2 Rs. For 2 piece

Attempt - Product as the perfect value-for-money.

UP MARKET STRETCHING

Launched in January 2010

There was room for a more premium entrant in the

category

It is creamier, smoother, and tastier

Its dome shaped cubes pack turned out to be very

attractive

UP MARKET STRETCHINGCONTD....

Launched in 2009

Fine dark chocolate

Hailed as Cadbury’s answer to the emerging market

of luxury chocolates

Launched in 1996

Perk is combination of chocolate & snack

A perfect solution for a quick snack, which made both

chocolate lovers and the frequent snackers happy.

LINE FILLING

Launched in 1969

5 Star soon became the star of every refrigerator and

pocket

It was introduced at Rs 10.

LINE FILLINGCONTD….

CONSISTENCY

END USEPRODUCTION

DISTRIBUTION

CONSISTENCY

Basic ingredients :

Dark chocolate, milk, cocoa powder, etc.

Extra ingredients are added

e.g. Dairy milk Fruit & Nuts (dry fruits),

Cadbury Perk (biscuits) etc.

PRODUCTION

DISTRIBUTION

Uses same distribution channels

Cadbury products are sold to wholesalers & retailers

2100 distributors

450,000 retailers

END USE

The basic end use of all Cadbury products remains

the same:

“Eating it simply for joy”

Perk may also be consumed for the intake of high

glucose levels

The prospective customers of Cadbury have changed

from kids to adults-including every family member to

celebrate any occasion with Cadbury chocolates.

No matter the reason or the season, Cadbury focus on

creating moments of pleasure with every tasty bite..

CONCLUSION