Cadbury ppt @ bec doms bagalkot mba

1. Subject:-Marketing Management
Project on Cadbury chocolate company

2. WEL-COME

3. INTRODUCTION of CADBURY
COMPANY
The company was started in 19th century on July 1948 as a
private limited company, under the name of the
Cadbury fry (India) private limited and
commenced business soon thereafter. Manufacturing
facilities were set up gradually

4. BOARD OF DIRECTORS OF CADBURY INDIA
NAME DESIGNATION
C.Y.PAL Chair Person
Rajiv Wahi Vice Chairman
Jaiboy phillips Non Executive Director
V .Chandramouli Executive Director
Sunil Seth Executive Director
Sanjay Purohit Executive Director

5. LOGO OF THE company
THE REAL TASTE OF LIFE

6.  Cadbury mission statement says “Simply cadbury was
quality this is our mission & promise.

7.  Promotion of brands carrying mass franchise without
comprise on quality or margins.
 Increasing the market depth including rural india’s coverage.
 Better product quality and packaging.
 All round efficient utilisation of tangitable as well as
intangible such as brands and people.
 Efficient working capital management.
 Depreciation charge to meet the CAPEX needs every year.
 Surplus cash so generate to either gainfully and meaningfully
reinvested in business or return to Stake holders.

8. Different Brands of Company
 Cadbury Dairy Milk
 Perk
 Cadbury Celebrations
 5 Star Crunchy
 Beverages (Bournvita)
 Eclairs
 Halls

9. BRANDS Core Needs Auxiliary Needs
Cadbury Dairy Milk Taste , Sweetness, Deliciously smooth texture
Enjoyment & unique creamy tasty
Perk Taste , Sweetness, Wafer chocolate Light and
Enjoyment crispy
5 Star Crunchy Taste , Sweetness, Cingering taste of
Enjoyment Togetherness & Soft &
Chewy
Beverages Taste , Sweetness, To grow Strong & Healthy.
(Bourn vita) Enjoyment
Celebrations Taste , Sweetness, Tasty, Rich looking and
Enjoyment Status
Éclairs Taste , Sweetness, Delicious journey to a heart
Enjoyment of rich chocolate.
Halls Nasal and Throat relief Mouth Refreshment

10. APPROACHES EXTENT JUSTIFY
PRODUTION Partially All brands of products are widely available with
CONCEPT applicable low cost expect celebration which is high cost so
it is partially applicable.
PRODUCT Fully applicable Here products are given importance with
CONCEPT superiority. Unique features like Cadbury dairy
milk colorful primary packaging over a thin
aluminums foil is used.5 star comes its classes
golden color. Perk has color combination of blue,
yellow, red and brown, éclairs is a toffee version
of chocolate packed in combination of blue and
yellow. These chocolate includes rich variants
fruits and nut, craclsle and roast almond, and
rich dry fruits.

11. APPROACHES EXTENT JUSTIFY
Selling concept Partially Attracting customers by giving advertisements
applicable through media. in India Cadbury is highest
selling chocolate brand with 70% market
dominations. In order to increase its consumer
base, it comes up with new campaign to
increase the consumption of chocolates
Marketing concept Fully applicable Cadbury always focus on delivering best of its
customer in order to get best cocoa for its
chocolates.
Societal marketing Fully applicable Cadbury competitors are not only restricted to
concept chocolate industry but also small sweets shop
owners. cadbury has positioned itself as that
whenever people want to have sweet then they
should have cadbury chocolate. Company has
launched dairy milk desserts for the same.
Company wants to be a part of every Indian
consumer happiness, joy and celebrations. For
this company has come up with campaigns to
promote its product to the child in every adult.
“real taste of life” is one such campaign from
the company.

12. Swot analysis of Cadbury company
STRENGTH:
1.Cadbury is the largest global confectionery supplier, with 9.9% of global
market share.
2.High financial strength (Sales turnover 1997, £7971.4 million and 9.4%).
3.Strong manufacturing competence, established brand name and leader in
innovation.
4.Advantage that it is totally focused on chocolate, candy, chewing gum,
unique understanding of consumer in these segments.
5.Successfully grown through its acquisition strategy. Recent acquisitions,
including Adams, 2003, enabled it to expand into important markets like the US
market.

13. WEAKNESSa reputation for new product development and
1. Cadbury has
creativity. However, they remain vulnerable to the possibility that
their innovation may falter over time.
2. The organization has a strong presence in the United States of
America, UK and India. It is often argued that they need to look for
a portfolio of countries, in order to spread business risk.
3. Cadbury's recall over 1 million chocolate bars over salmonella
fears
4. The organization is dependant on a main competitive advantage,
the retail of coffee. This could make them slow to diversify into
other sectors should the need arise.
5. The company has no apprehensions of cannibalization of its
chocolate brands.

14. OPPURTNITIES
1.Cadbury company is very good at taking advantage of opportunities.
2. The company has the opportunity to expand its global operations. New
markets with new products which are limited in particular region.
3. Cadbury has decided to focus on a few of its key brands such as
Cadbury Dairy Milk, Bourn vita, Éclairs and Halls to drive growth for
the company.
4. Co-branding with other manufacturers of food and drink, and brand
franchising to manufacturers of other goods and services both have
potential.
5. Cadbury India is attempting to increase the declining market for
chocolate with innovation, one of which is its sweet snack, Bytes
6. Brand ambassador Amitabh Bachchan for advertising there new
products.

15. THREATS
1. Who knows if the market for Cadbury will grow and stay
in favour with customers, or whether another type of
beverage or leisure activity will replace coffee in the
future?
2. Health organization have so many barriers for new
development
3. Cadbury’s are exposed to rises in the cost of chocolate
and dairy products.
4. Entry into salted snacks was ruled out so it is important
to do new innovation and marketing research.

16. DIFFERENT BRANDS AND
FEATURES
BRAND NAME FEATURES
DIARY MILK
The chocolate with deliciously
smooth
Texture and unique creamy taste.
Cadbury diary milk, fruit and
nut and whole nut are the of the best loved
varieties of Cadbury mega brand.

17. CELEBRATIONS
 The above product will be deliverable in all over
India. It consists of all chocolates of Cadbury
which is beautifully packed and used to present
as a gift pack.
 ECLAIRS
The two classic ingredient of toffee and
chocolate combined together to create a
truly unique experience.

18. HALLS
Its ayurvedic proprietary medicine which consists of
niligiri tailam, shakara(sugar base), nimbus. Which
reliefs from throat and cold problems.
5_STAR
Which contains added identical and artificial
flavoring substances. Lose yourself in the yummy
mode.

19. PERK
 Which have the extra taste of Cadbury diary milk .
 Perk contains wafer layers with Chocó cream and
wheat flour and different ingredients.

20. PUNCHLINE AND BRAND AMBASSDOR
PRODUCT NAME: DAIRY MILK
DAIRY MILK
“Kuch
mita ho
jayee”

21. PUNCHLINE AND BRAND AMBASSDOR
Product name: Perk
PUNCH LINE
THODI SI PET POOJA

22. PUNCHLINE AND BRAND
AMBASSDOR
PRODUCT NAME: HALLS
THANDI SAANS KA
BLAST

23. PUNCHLINE AND BRAND
AMBASSDOR
Product Name: 5 Star
JO KHAYE KHO
JAYE

24. PUNCHLINE AND BRAND
AMBASSDOR
PRODUCT NAME:
CELEBRETATIO
N
PUNCH LINE
“RISHTO
ME
MITAS”

25. PUNCHLINE AND BRAND
AMBASSDOR
PRODUCT NAME:
ECLARS

26. PUNCHLINE AND BRAND AMBASSDOR
PRODUCT
NAME:BUBBALO
PUNCHLINE:
BUBBA
THE
CAT

27. PUNCHLINE AND BRAND
AMBASSDOR
PRODUCT BYTES
NAME
PUNCH LINE
HAR
SNACK
NAMKIN
NAHI HOTA

28. PUNCHLINE AND BRAND
AMBASSDOR
PRODUCT NAME
BOURNVITA
PUNCH LINE
NATURE AND
SCIENCE
TAN KI SHAKTI
MAN KI SHAKTI

29. BRANDS COMPETITORS
CADBURY NESTLE CHOCOLATES PARLE-G
CHOCOLATES
DIARY MILK KITKAT MALODY CHOCOLATE
PERK MUNCH MANGO BITE, KUCCHA
MANGO
FIVE STAR MILKYBAR KISMI BAR
BEVERAGES
BOURNVITA BOOST
-------------
SNACKS
BYTES MAGGI NODDLES MUSST Bites, MONACO bites ,
Sixer

30. COMPETITORS OBJECTIVES
COMPETITORS OBJECTIVES
NESTLE “Aim to build a
business as the
world's leading
nutrition,
health and
wellness
company based
on sound
human values
and principles.”

31. 1. Diversification: Nestle has a wide product portfolio encompassing baby
foods and dairy products, chocolates and breakfast cereals and food
seasoning.
STRENTHS
2. Joint ventures: Nestle holds joint ventures with leading businesses
like Coca Cola, General Mills and L'Oreal which allow it to access their
technical knowledge to further develop its own brand.
3. Influencing consumer decisions: With its innovative and attractive
advertising campaigns Nestle is able to influence customer's buying
decisions.
4. Established brand across the globe: With an employee base of over
200,000, annual revenues of more than $120 billion and a presence in
more than a 100 countries, Nestle brings with it a strong brand name
and knowledge of different markets all over the world.

32. WEAKNESS
1. Negative effects on the brand image: The investigations into the
controversial advertising campaign that promoted infant milk
products over breastfeeding and the usage of slave labor for its plants
in African countries continue even today and Nestlé’s brand name has
been negatively affected due to the media campaigns covering this
issue.
2. Storage and transportation problems: Because the Indian food
industry is not developed enough to handle complex storage and
transport requirements, Nestle has a difficult job of providing
product quality at centers far off from the manufacturing base.
3.Complex supply chain management: Nestle has a complex supply
chain management and the main issue for Nestle India is its
traceability

33. OPPURTUNITIES
1. Growing middle class: The growing middle class and the high
percentage of youth population provides an excellent opportunity
for Nestle to use its existing range of kiosks in malls and
educational institutes to build a loyal brand following.
2. Urbanization and nuclear families: With the Indian society
moving towards a more urban and nuclear family society, Nestle
has huge market for its products like Maggi and Dahi and other
milk products.
3. Low labour costs in developing countries: Since manufacturing
of some products is cheaper in India than in other South East
Asian countries, Nestle India could become an export hub for the
parent in certain product

34. THREATS
1. Cost of raw materials: Inflation rising at
the pace that it is puts a strain on Nestle for
buying its raw materials like food grains and yet
maintaining its margins.
2. Indians perception towards fresh foods: Indians
believe in eating fresh foods instead of ready to
eat products, which provide a major hurdle in the
marketing of Nestle products across the country.

35. CONT……
3. Exports to a single location: The company’s exports stood at
Rs 2,571 m at the end of 2003 (11% of revenues) and
continue to grow at a decent pace. But a major portion of
this comprises of Coffee (around 67% of the exports were
that of Nescafe instant to Russia). This constitutes a big
chunk of the total exports to a single location. Historically,
Russia has been a very volatile market for Nestle, and its
overall performance takes a hit often due to this factor.
4. Liberalization of trade and investment policies: Nestle
faces immense competition from the organized as well as the
unorganized sectors. Off late, to liberalize its trade and
investment policies to enable the country to better function in
the globalised economy, the Indian Government has reduced
the import duty of food segments thus intensifying the
battle.

36. WHOM TO ATTACK AND WHOM
TO AVOID
Competitors Nestle Parle –g Amul
Strong -
Weak
Close -
Distant -
Good
Bad
Attack
Avoid

37. FOUR P’S OF CADBUARY
PRODUCT PRICE PLACE PROMOTION
DAIRY MILK RS.5,10,20, Advertisement s
and giving offers in
The company occasion times
using two way
PERK RS.2,5
distribution
channel.
CELEBRATIONS RS.60,250
5-STAR RS.3,5,10,
BOURNVITA RS.131/KG
HALLS RS.50PS

38. PRICING STRATEGY
Cost Based Pricing Strategy
The company adopting Cost based pricing strategy.
They set price based on producing manufacturing cost
and it includes selling and distributing cost also.

39. STAGES OF CONSUMER DECISION
PROCESS
Stages involved:
 Need Recognition.
 Information Search.
 Evaluation of Alternative.
 Purchase Decision.
 Post Purchase.

40. FACTORS INFLUENCING BUYING BEHAVIOUR
FACTORS HIGH/MEDIUM/LOW JUSTIFICATION
IMPACT
Cultural factors High Impact According to the
consumer emotions love
and affection all these
factors influence to buy
the product .all class
people are preferred to
eat chocolate for
enjoyment and for testy
purpose
Social factor High Impact Friends and family
member’s neighbors
(reference group) are
highly influences to buy
the product.

41. High Impact According to this factor
Personal factors the age of the consumer
highly influence to the
product
Psychological factors Low Impact Many of consumer’s
beliefs that chocolate may
effect to teeth. And they
contain germs. So they
not prefer to more
chocolates

42. Conclusion
After studying the overall report we
come to conclude that the company has a
good market share and good brand image in a
Indian market. The market share of a
company is 79% they acquired the whole
Indian market. After studying of competitors
we came to know that they do not have strong
competitors in Indian market. To promote
their product in the market. They take the
brand ambassadors like Amitabh Bachan,
Preity zinta. Finally we come to conclusion
that the company is having good position in
an Indian market.

43. Thank you