CADBURY DAIRY MILK ECLAIRS
BRAND STUDY
Cadbury Dairy Milk Eclairs
SUBMITED BY-
ANINDITA CHATTERJEE PGDM-108
VIKAS GAUTAM PGDM-111
PRAKASH MATHAI PGDM-128
NEHA MENDIRATTA PGDM-129
DRON SHARMA PGDM-147
UMA MADUREY V PGDM-157
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CADBURY DAIRY MILK ECLAIRS
ACKNOWLEDGEMENTS
With profound sense of gratitude, we record our sincere thanks to Dr. Monica Khanna (Course
Coordinator) for her keen interest and infallible advice. She provided full support and extended
all possible amenities to facilitate successful completion of our project. But for her valuable
guidance, astute judgment, constructive criticism and an eye for perfection, our brand study for
Cadbury, a huge learning experience, would not have been this successful.
We would also like to thank Mr. Arpan Sur (Brand Manager-Cadbury Dairy Milk Éclairs), who
despite his hectic schedule, provided full support and equipped us with an in depth knowledge
of the brand and cooperated in every aspect.
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CADBURY DAIRY MILK ECLAIRS
CONTENTS
Part A
OVERVIEW
Company
Market Share & Revenue………………………………………………………….5
SWOT ANALYSIS............................................................................................6
CADBURY DAIRY MILK ECLAIRS…………………………………………………………………..7
MARKET SEGMENTATION
Product Based..........................................................................8
Price Based……………………………………………………………………………9
Customer Based…………………………………………………………………..10
POSITIONING STRATEGY…………………………………………………………………………11
Positioning of Cadbury Dairy Milk Éclairs………………………….….14
DISTRIBUTION MANAGEMENT……………………………………………………………….16
PRICING STRATEGY…………………………………………………………………………………16
ADVERTISING & BRANDING STRATEGY………………………………………………….17
MARKETING ENVIRONMENT FOR CADBURY………………………………………….18
THE WAY FORWARD FOR CADBURY………………………………………………………21
Part B
INTERVIEW WITH BRAND MANAGER, Mr. ARPAN SUR…………………………22
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CADBURY DAIRY MILK ECLAIRS
OVERVIEW
Overview Of The Company
Cadbury plc is a British confectionery and beverage company with its headquarters in London,
United Kingdom, and is the world's largest confectionery manufacturer. In India, Cadbury began
its operations in 1948 by importing chocolates. Their Core purpose-Creating brands people
love, and slogan- We spread happiness!!! The flagship brand Cadbury Dairy Milk is considered
the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste
for the Indian consumer.
Fig: Range of Brands for CADBURY
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CADBURY DAIRY MILK ECLAIRS
Market share and Revenue
Cadbury controls more than 70 percent of the chocolate market in India with a presence in 1.2
million stores; Cadbury's total annual revenue in India is about 200 million pounds.
Fig: Presence of CADBURY as percentage share in various products
Profits in its Indian business grow at about 30 percent a year and sales at 20 percent, in spite of
the global recession.
The future mission of Cadbury India is 'A Cadbury in Every Pocket'. The company's business strategy
hinges on following for driving its future growth:
Increase the width of chocolate consumption, through low price point packs and distribution focus.
Increase depth of consumption, targeting regular chocolate consumers through generating impulse and
a dominant presence at Point of Sale.
Maintain image leadership through a superior marketing mix.
Be a significant player in the gifting segment, through occasion linked gift packs.
Build critical mass in the sugar business by introducing value-added sugar confectionery products.
The company manufactures and sells the following Brands:
Chocolates - Dairy Milk, 5 star, Perk, Eclairs, Bournville
Gums – Bubaloo
Candies- Halls
Malted foods- Bournvita
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CADBURY DAIRY MILK ECLAIRS
Drinking chocolate and malt extract – Cadbury Drinking chocolate
SWOT Analysis of Cadbury
SWOT Analysis
Strengths:
Strong brand names like Cadbury Dairy Milk, Five star and Eclairs.
Rich product mix.
Control of 70% of Indian chocolate market. Growth at 30% despite recession.
Extensive distribution network.
Customization of products and promotion according to India.
Great managerial talents.
Weaknesses:
Lack of launch of new brands in Chocolates segment.
Opportunities:
The Indian market and more specifically the urban areas where the penetration of Chocolates is
low can be developed as a future market through affordability and availability.
Using information and technology to bring efficiency in logistics and distribution.
Threats:
Stiff competition in Confectionery segment.
The company has large exposure to foreign currency exchange rate risk, mainly on account of
imported cocoa beans and cocoa butter in US Dollar and Pound Sterling.
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CADBURY DAIRY MILK ECLAIRS
Cadbury Dairy Milk Éclairs
Éclairs was first discovered by a local confectionery firm in London, England in the 1960s. The
firm then became part of Cadbury in 1971 making Cadbury Éclairs the second largest brand in
the company. The experience of eating a Cadbury Dairy Milk Éclair is truly unique because of its
creamy caramel exterior and rich Cadbury Dairy Milk chocolate at the centre. In 2006 Cadbury
Dairy Milk Éclairs launched a crunchy Éclair with a hard caramel outside and delicious Cadbury
Dairy Milk chocolate inside called Cadbury Dairy Milk Éclairs Crunch.
Fig: Product Variants
Facts about CDME :
One of the power brands of Cadbury
No. 4 among Bourn vita, dairy milk, 5 star and Perk
Oldest brand of Éclair chocolates – was started in 1971
It was the first of its kind, which helped set a competitive format and create a brand image.
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CADBURY DAIRY MILK ECLAIRS
MARKET SEGMENTATION FOR CADBURYS
PRODUCT Based segmentation
SOURCE: From Mr.Arpan Sur, Brand Manager , CDME
DIFFERENT PRODUCTS OF CADBURY AND ITS DIRECT COMPETITORS
CATEGORY CADBURY PRODUCT COMPETITORS
MALTED FOODS BROWN-BOURNVITA BROWN-
BOOST,COMPLAN,MILO
WHITE- HORLICKS
PURE AND BAR CHOCOLATES DAIRY MILK,5
STAR,BOURNVILLE
KIT KAT,MILKYBAR,NESTLE
MILK CHOCOLATE,BAR ONE
WAFER COATED CHOCOLATES PERK MUNCH
TOFFEES CARAMEL/OTHER FILLING- SOLID FILL-NUTRINE
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MARKET
MALTED FOODS
BROWN WHITE
CONFECTIONARY
CHOCOLATES
PURE & BAR CHOCOLATES
WAFER COATED TOFFEES
SOLID FILLING
CARAMEL\OTHER FILLING
GUMS CANDIES
DRINKINGCHOCOLATES
SNACKS
CADBURY DAIRY MILK ECLAIRS
ECLAIRS MAHALACTO,PARRY’S COFFEE
BITE,MELODY
CARAMEL /OTHER FILL-
ALPENLIEBE
HARD BOILED CANDIES-
POPPINS
GUMS BUBALOO CENTER FRESH, BOOMER
CANDIES HALLS VICKS,STREPSILS.CHLORMINT
DRINKING CHOCOLATES CADBURY DRINKING
CHOCOLATE
NESCAFE,MILO START
PLUS,NESTLE CAPPUCCINO
SNACKS BYTES KURKURE,LAYS,BINGO
As can be seen that Cadbury is getting tough competition from Nestle, perfetti, and Smithkline
Beecham products in all categories.
PRICE Based Segmentation
SOURCE: From Mr.Arpan Sur, Brand Manager , CDME
50p + Solid – Coffee bite, Alpenlibe etc
Re 1 + solid – non existent
50p + filling – Nestle éclair, local brands
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Eclairs
Price
50p Re 1
Filling
Solid Caramel\other filling
CADBURY DAIRY MILK ECLAIRS
Re 1 + filling – Cadbury Dairy Milk Éclairs(CDME)
CUSTOMER based Segmentation
SOURCE: From Mr.Arpan Sur, Brand Manager , CDME
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Chocolate\candy consumers
Kids - below 14 Teens Adults
CADBURY DAIRY MILK ECLAIRS
POSITIONING STRATEGY
The theme behind Positioning of Cadburys chocolates in the psyche of Indian customer was to go out
and occupy a distinct space in the consumer's mind, and if you are able to occupy a distinct space in
the consumer's mind then it become very difficult for a competitor to dislodge you. And it might be
easier done if one is able to capture a word in the consumer’s mind which already exists; in the case of
Cadburys that word is "Meetha" a generic to represent all and any kind of sweet.
Range of Cadburys chocolates especially Cadbury dairy milk have placed themselves as the
most delicious,best tasting chocolate, “A Moment Of Pure Magic”.
Cadbury Dairy Milk (CDM) encapsulates an enormous breath of emotions, from shared values
such as family togetherness (fun, wholesome, reliable), to the personal values of individual
enjoyment. It stands for goodness.
The challenge in the Indian market was to get people accustomed to chocolates primarily seen
as western taste.Cadburys did so by reaching out to the masses in a aland where mindsets and
preferences are as diverse as the country itself.
Back in the 80’s the brand positioned itself as ‘The perfect expression of parental love’. The
chocolate goodness(appetite appeal) was being harnessed.Tag lines like ‘Sometimes a Cadbury
can say it better than words’ made it more popular.
In the early 90’s the following issues led to brand stagnation
Chocolate are meant for kids only
Seen as an indulgence product
Negative associations
o Too much was bad
o Bad for health
Seen as a western product
The challenge was to re position the brand and to expand the consumer base by
making Cadbury aspirational and desirable to the adult segment.
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CADBURY DAIRY MILK ECLAIRS
The communication task was to increase category relevance, give consumers a taste of life the
Cadbury Dairy Milk way - real, fun and free and to Integrate the "real" chocolate of Cadbury
Dairy Milk to "real" feelings.
Cadbury exploited the “ I wanna Break Free” syndrome prevalent after globalization at that
time to position itself as the market leader.
The Big Idea-Cadburys chocolate-The chocolate for the kid in all of us.The communication- The
real taste of life.
Brand Positioning- CDM is the perfect expression of spontaneous, happy, joyous feelings.
Eating CDM provides the ‘Real Taste of Life’ experience.
The “Indianisation” of the brand-To increase width of consumption by entering the Indian
mind-space - Make CDM part of Indian customs and mores.
THE TWIN PLATFORMS
For Regular users
Position CDM as the gold standard in taste amongst chocolates
Creative Idea
I will do anything to eat my CDM
For Infrequent users
Position CDM as the chocolate meant for everyone
Chocolate = CDM
Creative Idea
You don’t need any special reason to eat CDM
COMPETITIVE ENVIRONMENT
Influx of several brands at various price points offering greater perceived
value
While attitudes towards chocolates softened, consumers flirted with options
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CADBURY DAIRY MILK ECLAIRS
THE CHALLENGE
Reinforce pre-eminence of the brand
THE EXECUTION
Range of new, international pack formats – a CDM for every need.
For Connoisseur
o Bournville
o Fruit & Nut
Gifting - Gift packs
In-home consumption
‘Muh Meetha Karna’
COMMUNICATION
Reinforce relationship of brand in the consumer’s life.
Consumer speak
o I eat CDM when I am happy, sad
o CDM is always there with me
o ‘CDM mere mun mein rahata hai’
o CDM is almost like an ideal companion
The Brand Belief
o CDM is the best tasting chocolate - a moment of pure magic
o CDM is chocolate, the others are simply makes of chocolate
Presently Cadburys chocolates enjoy excellent image - that of an indianite, festival sweet, that can be
used to celebrate anything and anytime. The exquisite packaging and the heavenly taste add to this
image.”Kuch Meetha Ho jaye” campaign has positioned Cadburys as the ultimate sweet for all
celebrations.
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CADBURY DAIRY MILK ECLAIRS
POSITIONING OF CADBURY DAIRY MILK ECLAIRS
There are three main positioning buckets
1. Engaging -it experience – make consumers take it when they are taking a break from studies
2. Unobtrusive natured products – accompanies what you are doing
3. Taste\flavour
CDME belongs to the 1st bucket.
BRAND IMAGE
Éclair is considered to be premium among all the éclair\candy brands. Customers describe it as “teeny,
youthful, funny, and slightly naughty”.
TARGET GROUPS OF ECLAIRS (CUSTOMER WISE)
The target group for CDME can be segregated into mainly 3 basic groups’ viz. kids, teens and adults as
shown in the figure below. Their main area of revenue is the teens and hence the main area of focus
too.
SOURCE: From Mr.Arpan Sur, Brand Manager, CDME
Fig: Target Customers
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Chocolate\candy consumers
Kids - below 14 Teens Adults
CADBURY DAIRY MILK ECLAIRS
CDME’s share :
The market share in each of the segments is as mentioned below:
50% of value from teens
40% from kids
10% from adults
They target teens because:
It’s the biggest market for candy.
Have more buying power due to increased income\society norms
They want to appear older, and prefer products that make them look older
Because of Cadbury being very popular among this age with other offerings also.
DISTRIBUTION MANAGEMENT
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CADBURY DAIRY MILK ECLAIRS
Cadbury has its own set of distributers and super stockists who sell to wholesalers and retailers. The
distribution hierarchy of Cadburys is huge as it is present across India. Their hierarchy is well
distributed among the rural and the urban India as shown below:
PRICING STRATEGY
Pricing is one of the most important reasons for the success of éclairs. It is available in the market in
two variants one at the price of 50p and the other at the price of Re The biggest competitor that éclairs
has at the moment is Alpenlibe which is currently priced at 1 giving the 50p éclairs a distinct advantage
over the latter.
a. 50p + Solid – coffee bite, alpenlibe etc
b. Re 1 + solid – non existent
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Cadbury India Distributor
Small towns - Superstockist
seller at town A
seller at town B etc
Cities - Wholesalers
Smaller wholesalers
Retailers
Consumers
Chocolibe Alpenlibe Eclairs
Re 1 Re 1 Re 1 50 p
CADBURY DAIRY MILK ECLAIRS
c. 50p + filling – nestle éclair, local brands
d. Re 1 + filling – CDME
Advertising and Branding Strategy
Eclairs’ advertising over the years has talked about the mesmerizing taste of Éclairs because of the
Cadbury Dairy Milk chocolate it contains at its centre. The 'Kar De Dil Pe Jadoo' campaign illustrated
this in a youthful college context. The Éclairs Crunch variant has also had an encouraging response
from both teens and pre-teens. Currently, the chewy and the crunchy variants are both enjoyed by the
Éclair consumer.
Current marketing Strategies
Advertisements have always been used as the biggest method for éclairs to come and stay at the top.
Even in a market that de-grows at a rate of 3% every year it’s the advertisement that has kept it ahead
of the The latest advertisement to hit the market is that of the “Chocolate ka meetha bomb” – to
accentuate the new and improved éclairs bursty, chocolatey goodness. Cadbury with its latest offering
are also increasing their presence on internet by displaying MEETHA bomb messages through an
application on orkut.
With the upcoming festival season in India they are planning to increase the share among adults by
promoting the Cadbury éclairs gift packs for festive occasion with their highly successful “kuch meetha
ho jaye” campaign. Apart from this they are also exploring the idea of launching a premium product for
Rs 2 in the Indian market.
Marketing Environment for Cadbury
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CADBURY DAIRY MILK ECLAIRS
Economic Scenario: India, Bharat & the Macro-environment
Real average household income has doubled since 1985. 12th largest consumer market right now will
become 5th largest consumer market by 2025. Middleclass will swell from 50 million in 2005 to 583
million in 2025. Real rural income growth per household will accelerate from 2.8% over the past two
decades to 3.6% over the next two decades. Indian spending patterns will also evolve; spending on
basic necessities will decline in relative importance, while spending on communication and healthcare
growing rapidly. Estimations are that 80% of the consumption growth will come from increasing
incomes, 16% will come from increasing population, while only a 4% will come from changes in
household savings pattern. Current scenario; 57% of consumption is rural and 43% is urban. But by
2025; 62% consumption will come from urban areas and rest rural. This is because in future more rural
towns will get classified as tier 2 or 3 cities.
Competitors, Confectionaries and the Micro-environment
Cadbury has been voted the Reader’s Digest Most Trusted Brand by consumers of Australia and New
Zealand for five and six consecutive years respectively. From soft fruity jellies to hard-boiled sweeties,
from cough drops to caramels – there are many different members of the candy family. Candy
represents over 30% of the global confectionery market.
46% of Cadbury’s revenue comes from chocolate and cocoa beverages and 33% from
gums. 21% comes from candies.
The industry is dominated by Cadbury with an enviable market share of 70 percent. Nestle follows next
with a poor 20 percent market share. Parry & Parle are the other active players. The 22,000 tonne-per
annum chocolates industry can be classified as bars, counts, panned varieties éclairs & assorted
chocolates. The bars or slabs also termed s “molded chocolates” is the largest segment in the industry
accounting for 37% of total chocolate market.
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CADBURY DAIRY MILK ECLAIRS
The most popular brand in this segment is Cadbury Dairy Milk. Other leading brands include Premium
& Milky bar of Nestle, Truffle of Cadbury & Amul Milk Chocolate of the Gujarat Co-operative Milk
Marketing Federation (GCMMF). A duopoly of Cadbury & Nestle dominates this segment with 70
percent & 23 percent shares respectively.
Cadbury Éclairs has been monopolizing the Éclairs segment, which has a 20 percent share in the
chocolate market for nearly three decades. However, since 1991, it has been facing stiff competition
from Parle Products ‘Melody. Cadbury is once again a leader in this segment with a 58 percent share.
But Parle & Parry with 15 percent shares are also well entrenched. Coffee Bite, Lacto King & Coconut
Punch are the leading brands from Parry. Nestle has only a 10 percent share in the Éclairs segment.
Chocolates are more popular in metropolitan cities where 15 out of every 100 citizens consume
chocolates. The consumption in towns is around 10 percent while it is as low as 2 percent in the
villages. The industry is in the Fast Moving Consumer Goods (FMCG) sector, a hot favourite on the
bourses. But, chocolates along with ice-creams, wafers, drinks & biscuits are quite sensitive to
consumers changing preferences. They operate in a branded impulse market & have to spend heavily
on advertisement campaigns to sustain the consumer interest in their products. The players in the
industry vie with one another to book large sign boards near bus stops, railway stations, cinema
houses, schools, colleges, etc. so that their products have a greater visibility.
CIL may soon be the global manufacturing base of the Group. But, Cadbury decision launch one new
product every year (in fact, it launched three in 1998) is surprising since many of his brands like
Mickey-Donald Wonders, Fruit & Nut, Roast Almond & Nut Butterscotch have not had a good response
from customers.
The budget of 2000 added a sour taste to this industry. The excise duty on chocolates has been
doubled from 8 to 16 percent since then. This has adversely affected the bottom-line of the players.
Cocoa powder & other food preparations containing cocoa waffles & wafers coated with chocolate will
now fall under MRP-based excise assessment. The dividend tax has also dampened the spirits of
chocolate MNCs as they have a dividend payout as high as 80 percent.
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CADBURY DAIRY MILK ECLAIRS
Consumers are increasingly are looking for naturalness. So it purchased Green & Black’s, the organic
chocolate company, and The Natural Confectionery Co., a company that uses completely natural
ingredients. We are also seeking to replace many of the artificial colours and flavours in our products
with natural colours and flavours; another trend is health and wellbeing. One of the reasons that
invested in the chewing gum business was that it is a sweet snack with generally no calories and no fat.
We believe that the chewing gum industry is being driven in part by consumers seeking a sweet
snacking experience with low calories and low fat
The way forward for CIL
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CADBURY DAIRY MILK ECLAIRS
Well established in the Indian market. The brand as well as its sub-brands would not have a
decline stage in their product life cycle, as long as India and its economic growth do not reach
its saturation level.
Instead of aggressive promotional strategies and continuously bombarding the customer with
information, concentrate on aggressive sales and distribution channels, to strengthen the rural
consumer reach of CIL before rural consumption pattern gets dried up from the current 57% to
a mere 38% by 2025.
Also put substantial marketing effort to educate customer about the products available for the
health conscious. The long term trend shows people will get more health conscious. Also
spending on healthcare is going to increase. India is expected to have 57 million diabetes
patients by 2025, thanks to erratic work schedules and improper food habits according to
ASSOCHAM. So concentrating to sugar-lite products might be a good idea.
Unlike common understanding of marketing heads, toffees & soft chewing sugar
confectioneries do become close substitutes to chocolates. This happens not on the taste front
but on the packaging front. Consumer will have more flexibility in buying Polo for Rs 5, than a
packet of 100 Éclairs. Packaging has to be taken seriously.
Keep current levels of emphasis on technical advancement intact; as it has helped in
development of gums having long lasting flavours and other patentable ingredients. For
example scope lies in éclairs, can the ingredients be changed so that it gets easily dissolved in
mouth and don’t stick around the gums and teeth for too long?
PART B
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CADBURY DAIRY MILK ECLAIRS
INTERVIEW WITH MR.ARPAN SUR, BRAND MANAGER OF CADBURY DAIRY MILK ECLAIRS
BACKGROUND
Mr.Sur is a young, energetic manager of Cadbury Dairy milk éclairs. He is an alumni from S P Jain and he has been working with Cadbury from the past 5 years. He spent the initial 3 years in sales, after which due to his excellent performance he was promoted to Brand Manager of Cadbury Dairy Milk Eclairs, and has been working since 2 years.
INTERVIEW REPORT
1. Facts about CDME :
One of the power brands of Cadbury No 4 among Bournvita, dairy milk, 5 star and Perk Oldest brand of éclair chocolates – was started in 1971 It was the first of its kind – which helped it set a competitive format and create a brand
image
2.SEGMENTATION
2.1 Product based
2. 50p + Solid – coffee bite, alpenlibe etc
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Eclairs
Price
50p Re 1
Filling
Solid Caramel\other filling
CADBURY DAIRY MILK ECLAIRS
3. Re 1 + solid – non existent4. 50p + filling – nestle éclair, local brands5. Re 1 + filling – CDME
Current Market Share :
Cadbury has 70% market share among chocolates\chocolate based products
Eclairs\chocolates produced by major 5 companies form 45% of market share.
11% out of this is by CDME, market leader is Alpenlibe with 22%
Trend : re 1 products will go up, due to diminishing value of lower denomination currencies
2.2 Customer based
CDME’s share :
50% of value from teens 40% from kids 10% from adults
They target teens because :
1. Its the biggest market for candy2. They are aging faster3. Have more buying power due to increased income\society norms4. They want to appear older, and prefer products that make them look older
3.POSITIONING
There are three main positioning buckets
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Chocolate\candy consumers
Kids - below 14 Teens Adults
CADBURY DAIRY MILK ECLAIRS
4. Engaging-it experience – make consumers take it when they are taking a break from studies5. Unobtrusive natured products – accompanies what you are doing6. Taste\flavour
CDME belongs to the 1st bucket.
Brand Image
Eclair is considered to be premium among all the éclair\candy brands. Customers describe it as “teeny, youthful, funny,slightly naughty”
4.VALUES
Cadbury is a healthy mix of being product focused as well as customer focused. Their customers are the shopkeepers\retailers and distributors, while the consumers are the
teens, kids and adults. Suggestions obtained from consumers : to make the centre of the éclair creamier. The solution
to this was the meetha bomb product. Market share and sales is highest in metros and big cities (up tp 22%) CDME is following a 2 prongs strategy
1. How to improve their sales in the non-metro cities This can be done by increasing investments in specific states, conducting customer surveys etc and serving to the needs better. Cadbury is currently considering these plans.2. How to add value to the product This is a really tough job, since the customer has to feel like spending a rupee for an éclair. This can be done by
a. Improving and evolving on the product with changing tastes and lifestyles.b. Increasing sales by acquiring new consumers, and increasing usage rate among the users.
This is being done by the introduction of the new stick pack of éclairs. There are 9 flat, round shaped éclairs in a stick pack that is being sold for Rs10/- this will ensure increase in usage rate, as these days people are not able to carry change , and would find it easier to buy stick packs.
5.COMPETITION
Biggest competition for CDME is Alpenlibe by nestle. Also we are facing competition from imported brands like Hershey’s etc. To deal with this, we have a legal departmement who ensures that our packaging and logo isn’t being copied.
Competitive Advantages of CDME
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CADBURY DAIRY MILK ECLAIRS
Imported brands will not be able to cater to the needs of the local, semi – urban markets. Also the brand –image of Cadbury is Indianised to match with the culture here.
It is the oldest brand in the éclair segment and has a strong brand image Dairy milk is the centre of the éclair, which is loved by all. CDME was in the race from the beginning, and hence has an added advantage.
Disadvantages
Retailers get huge margins from imported brands.
Current marketing Strategies
Chocolate ka meetha bomb – to accentuate the new and improved éclairs bursty, chocolatey goodness.
Advertisements is the biggest method Hoardings at bus stands Through internet – Meetha bomb messages through an application on Orkut Increase the share among adults - promotion as a gift article for festive occasions, also we are
exploring the idea of launching a premium track for Rs2/-
Partnership management
Cadbury has its own set of distributers and superstockists who sell to wholesalers and retailers. Their hierarchy is as follows
6.GLOBAL EXPANSION
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Cadbury India Distributor
Small towns - Superstockist
seller at town A
seller at town B etc
Cities - Wholesalers
Smaller wholesalers
Retailers
Consumers
CADBURY DAIRY MILK ECLAIRS
CDME is sold in China, South Africa, etc. Main market is India. Cadbury has been voted the Reader’s Digest Most Trusted Brand by consumers of Australia and New Zealand for five and six consecutive years respectively. Almost 60% of growth came from emerging markets like Brazil, India, South Africa, Thailand – very big emerging markets that are important to business and to the growth and progress of the world going forward.
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