1. PRODUCT MIX OF
Submitted by:Kirtan Pandya

2. AGENDA
 COMPANY PROFILE
 PRODUCT MIX
 LINE STRETCHING
 LINE FILLING
 CONSISTENCY
 CONCLUSION

3. 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

4. PRODUCT MIX Product Types
Dairy milk
Product Lines Celebration
Chocolates Bourneville
Width=5 Biscuits 5 Star
Cadbury Perk
Beverages
Gems
Candies
Temptation
Gums

5. Dairy milk shots
8gm, Rs 2
Dairy milk
12gm, Rs 5
Dairy milk
23gm, Rs 10
Dairy milk
40gm, Rs 20
Roasted Almond
Dairy milk 42gm, Rs 30
Crackle
42gm, Rs 30
Fruit and nut
44gm, Rs 30
Home pack
96 gm, Rs 50
Dairy milk Silk
80gm, Rs 60

6. Raisin & nut
40gm, Rs 30
Rum Raisin & nut
72gm, Rs 55 90gm, Rs 75
Roasted Rich Coco
Almond 40gm, Rs 30
72gm, Rs 55
Rich Coco
Hazelnut 90gm, Rs 75
Temptation Bourneville
72gm , Rs 55 Almond
40gm, Rs 30
Apricot
Almond
72gm, Rs 55
90gm, Rs 75
Cashew nut Hazelnut
72gm, Rs 55 45gm , Rs 30
Hazelnut
90gm, Rs 75

7. Celebrations
104.41gm, R
s 50
Celebrations
Gems 122.9gm,
11.4gm, Rs 5 Rs75
Celebrations
Gems Celebrations 252.9gm,
Gems 28.4gm, Rs 15 Rs 150
Celebrations
Gems Jar
324gm,
307.05gm ,
Rs 450
Rs 111
Celebrations
432gm,
Rs 600

8. Home Pack Fruit & Nut
81gm, Rs 30 45gm, Rs 20
Perk Popper Crunchy
Perk 5 Star
20gm, Rs 5 40gm, Rs 15
SVP Pack
Ultra Perk
90gm, Rs 30
15gm, Rs 5

9. LINE STRETCHING
Line Stretching
Down
market Two
Way Up
Market

10. 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.

11. 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

12. UP MARKET STRETCHING
CONTD....
 Launched in 2009
 Fine dark chocolate
 Hailed as Cadbury‟s answer to the emerging market
of luxury chocolates

13. LINE FILLING
 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.

14. LINE FILLING
CONTD….
 Launched in 1969
 5 Star soon became the star of every refrigerator and
pocket
 It was introduced at Rs 10.

15. CONSISTENCY
PRODUCTION
END USE DISTRIBUTION
CONSISTENCY

16. PRODUCTION
 Basic ingredients :
Dark chocolate, milk, cocoa powder, etc.
 Extra ingredients are added
e.g. Dairy milk Fruit & Nuts (dry fruits),
Cadbury Perk (biscuits) etc.

17. DISTRIBUTION
 Uses same distribution channels
 Cadbury products are sold to wholesalers & retailers
 2100 distributors
 450,000 retailers

18. 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

19. CONCLUSION
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..