Cadbury's Company Profile,Product Mix of Cadbury,SWOT Analysis of Cadbury, Promotion Strategy of Cadbury, Questionnaire on Cadbury and Nestle (Survey), Cadbury vs Nestle : A Comparative Study (Awareness, Consumption, Direct Competition)
2. Company profile
• Started in 1824
• By John Cadbury
• In Birmingham, England
• Headquarters : UK
• 1920’s The Cadbury script logo is first used.
• Today Cadbury is the largest confectionary company in the world.
• In India, Cadbury began its operations in 1948 by importing chocolates.
• After over 60 years of existence, it today has
• Five company-owned manufacturing facilities:
Thane (Maharashtra)
Induri (Pune)
Malanpur (Gwalior)
Bangalore
Baddi (Himachal Pradesh)
• Corporate/Head office:
Mumbai
10. Indian market leader
Powerhouse brand and
Products
Brand name, equity and loyalty
Positioning as Gift
Indian Connect
Rich Product Mix
Rural Distribution
Quality Control
Acquire Competition
Egg Ingredient
High prices
Rural markets
New Tastes
Creation Of Customers
Cost and price increase
Health consciousness on the rise
Decreasing importance of festivals
Rising demand of people, growing
purchasing power
12. DATA ANALYSIS
Q1) Do you eat chocolate?
o Yes 83%
o No 17%
Q2) which chocolate brand you like the most?
o Cadbury 64%
o Nestle 26%
o Others 10%
Q3) Which sub-brand do you like most from Cadbury?
o Dairy Milk 62%
o 5 Star 17%
o Perk 14%
o Celebrations 2%
o Temptation 5%
83%
17%
Yes
No
64%
26%
10% Cadbury
Nestle
Others
62%
17%
14%
2% 5%
Dairy Milk
5 Star
Perk
Celebrations
Temptation
13. Q4) Which sub-brand do you like most from Nestle?
o Kitkat 33%
o Munch 56%
o Milky bar 3%
o Bar One 5%
o Milk Chocolate 3%
Q5) Which media of advertisement influence your purchase?
o Television 66%
o Display 24%
o Newspapers 4%
o Hoardings 6%
Q6) How frequently do you buy chocolates?
o Once everyday 12%
o Once a week 25%
o 2-3 times a week 27%
o On special occasions only 36%
33%
56%
3%
5% 3% Kitkat
Munch
Milky bar
Bar One
Milk Chocolate
66%
24%
4% 6% Television
Display
Newspapers
Hoardings
12%
25%
27%
36%
Once everyday
Once a week
2-3 times a week
on special occations
14. Q.7) Do you want that Chocolate manufacturers should launch some sugar
free products?
o Yes 70%
o No 30%
Q.8) Would you change your brand if they launch such products?
o Yes 82%
o No 18%
Q.9 Which Tag Line of Cadbury attracted you the most ?
o Kuch Meetha Ho Jaye 50%
o Rishto Ki Mithaas 20%
o Shubh Arambh 30%
70%
30%
Yes
No
82%
18% Yes
No
50%
20%
30%
Kuch Meetha ho jaye
Rishto Ki Mithaas
Shub Arambh
15.
16. AWARENESS
Awareness Of Cadbury
98% Yes
2% No
Source Of Awareness
70% AD’s
12% Saw in shops
18% Suggestions
Awareness Of Nestle
90% Yes
10% No
Source Of Awareness
60% AD’s
30% Saw in Shops
10% Suggestions
18. Direct Competition
• Cadbury captures 72%
of market share
• In Cadbury Dairy Milk
accounts for maximum share
• Five star come at 2nd place
• Nestle captures 24%
of market share.
• In Nestle Kit Kat accounts
for maximum share
Munch comes at 2nd place
72%
24%
3% 1%
Market Share
Cadbury (72%)
Nestle (24%)
Amul (3%)
Others (1%)