cadbury's marketin strategy ppt

1. co
la
te
be
a
ns
The sweetest story
ever told… or heard

2. 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.

3. 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.

4. 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.
MISSIO
N
The Barrow Cadbury’s Trust’s Mission is to
promote social justice through grant making,
research, influencing public opinion and policy and
supporting local communities.

5. 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.

6. 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.

7. THE 4P’s OF
CADBURY

8. 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.

9. PLACE
Five company-owned
manufacturing facilities:
Thane
Induri (Pune)
Malanpur (Gwalior)
Bangalore
Baddi (Himachal Pradesh)
4 sales offices:
New Delhi
Mumbai
Kolkota
Chennai
THESE
FACTORIES
CHURN OUT
CLOSE TO 8,000
TONNES OF
CHOCOLATE
ANNUALLY
Corporate/Head office:
Mumbai

10. 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

11. PRODUCT
 Bars
 Cakes &
Biscuits
 Drinks
 Ice Creams &
Desserts

12. PRICE
 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

13. PROMOTION
CAMPAIGN
TARGET
Real 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

14. PROMOTION
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

15. MARKETING STRATEGY
 Brand Building
 Innovative & Attractive
Packaging
 Introducing New Products
 Market Positioning

16. 5 C’S





COMPANY
CUSTOMERS
COMPETITORS
CLIMATE
COLLABORATORS

17. MARKET
SEGMENTATION
 Geographic segment
 Demographic segment
 Behavioral segment
 Psychographic segment

18. MARKET SEGMENTATION
GEOGRAPHIC
 Region
 Countries
 Climate
DEMOGRAPHIC
 Age
 Gender
 Family Life cycle
 Income

19. MARKET SEGMENTATION
PSYCHOLOGICAL
 Attitude Toward The
Product
 Life Style
BEHAVIORAL
 Occasions
 Benefits
 Usage rate

20. SWOT ANALYSIS
Strengths
•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

21. 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.

22. 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

23. T
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