cadbury communication stategy

PROJECT ON CADBURYCHOCOLATES

MADE BY :-

GAURAV BULANI(10074) NIDHI SINGH(10118)

ABHAY SINGH(10061)

Ever since the CADBURY factory was set up in India in 1948, Cadbury chocolates have ruled the hearts of Indians with their fabulous taste.

Considering the penchant we Indians have for sweets, its not surprising that these sweet, smooth, milky & irrestibly delicious chocolates are the best childhood gift any Indian child could get.

JOHN CADBURY who ventured into the chocolate business over 150 years age, way back in England, in 1824.

Long gone is the dry chocolate supplied by John Cadbury in his Birmingham grocery store. Today more than 250 million bars of Dairy Milk are produced & consumed every year.

• It has been more than half a century that CADBURY has been the most loveable brands in India.

• Cadbury India is a significant player in the impulse market enjoying 70% share in chocolates & a substantial share of the sugar confectionery market.

CADBURY TODAY

Confectionary Market in India

Indian confectionary industry: 1) Chocolates2) Hard boiled candies3) Éclairs and toffees4) Chewing gums5) Lollipops6) Bubble gums7) Mints and lozenges

Total confectionary mkt: Rs.41 bn

Total Vol. turnover : 2,23,500 pa

Consumption: Urban :73% & Rural : 27%

Kraft Food Inc. • Company Profile World’s no.2 company in Food products like snacks,

confectionaries, and quick meals

Annual turnover: $ 50bn.

Business spread worldwide in 160 countries.

Employees : 1,40,000

Operations in 70 countries

-The Blood of marketing• Cadbury believes in innovation. Innovation is a

virtue of marketing strategy. Its marketing strategy is such that it builds a brand image not only through advertisements alone but through performance.

• The strategies are as follows:-1. Cadbury uses a variety of advertisements with

different genres and themes to attract different age groups. Eg – Animated ads, Melodious jingles etc.

2. Cadbury associates itself with emotions and sentiments of people through relationships of friendship and brotherhood.

3. Sponsorship- Bournvita kid contest, Bournvita confidence academy, kya aap panchvi pass se tez hain

4. In order to capture the market particularly the youth segment the strategy adopted is to promote SPORTS by encouraging events.

5. Cadbury has not only restricted its market to child segment but through its innovativeness has captured every segment of the society

6. Innovation in product range has been a major advancement by Cadbury in retaining its market share. Examples of marketing innovation by Cadbury –

*Perk’s new range of ulta perk*5 star’s new range of 5 star crunchy*Gems new range of fruity gems

7. Print & poster campaigns

8. Attractive packaging has been a successful way of attracting customers to buy its products over other chocolates

9. A huge attractive value is associated with Cadbury which in turn increases the acceptability in the market. it has roped in bollywood legend Amitabh Bachan and the ravishing Preity Zinta to endorse its products diary milk and perk respectively.

10.Extremely catchy and well recognized tag lines and punch lines create strong brand value and awareness for Cadbury. The lines “Pappu pass ho gaya” , “Kuch metha ho jaye” gives a distinct image of Cadbury.

11.Cadbury caters to that segment of the society which cannot afford large sums of money. The marketing strategies adopted here would be introduction of economy packs of all its products and advertising the same.

12.The most important marketing policy being, implemented during the festive season. The sonsumptions of sweets is at its zenith during the festive season. India being a country of rich culture and diversified religions has a hand full of festivils. Cadbury makes most out of this season by introducing gift boxes thus spreading joy.

Cadbury believes that its business still has significant untapped potential- in terms of

growth as well as returns. Between 2008- 2011 cadbury intends to –

*rope in new brand ambassador Deepika Padukone during the festive season.*introducing a new season of bournvita quiz contest.*introducing new seasonal flavours such as hazelnut, fudge, butterscotch etc.

Products in INDIA

Chocolates

Snacks

Beverages

CANDy’s

GUMS

WHOLESELLER

RETAILER

DISTRIBUTION

CDM ARE SOLD DIRECTLY TO WHOLESELLER AND RETAILERS.

CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES 2100 DISTRIBUTORS AND 450,000 RETAILERS.

promotion Strong brands are very important in the chocolate confectionery market.

Almost 80% of chocolate purchases are made on impulse.

The media mix for the campaign comprises TV, outdoor, Internet and radio.

Use of emotional appeals in advertising.

Concentrated more on TV. Advertisement.

Research Methodology Method of Sampling - Convenience sampling

Sample size : 50

Data source :- Primary data : Questionnaire & Interview - Secondary data: Internet, Journals etc.

Research instrument : Questionnaire

Data Interpretation & Analysis

Questionnare• Are you aware of cadbury ?• How do you get aware of the products ?• Which cadbury chocolates do you purchase the

most ?• Which chocolate do you buy other than cadbury ?• Which pack size do you buy ?• How frequently do you purchase cadbury

chocolates ?• Purchase impulse or non-impulse ?

Contd…….

• How is the availability of chocolates ?• Which of the factors affect your

purchase ?• Would you stop buying cadbury if

some other brand enters into the market ?

ANALYSIS

Source

Ads (70%)

W-O-M (18%)

Saw in shop (12%)

1) Aware of Cadbury? 2) Source of awareness?

ANALYSIS 3) Which Cadbury chocolate do you purchase the most?

ANALYSIS

4) Other than cadbury? 5) Which pack size?

ANALYSIS

6) How frequently do you purchase Cadbury chocolates?

ANALYSIS

7) Impulse purchase ? 8) Availability?

ANALYSIS

9) Which of the factors affect your purchase?

ANALYSIS

Response

No, not at all (60%)

I may consider (24%)

Cant's say (16%)

10) Will you stop buying Cadbury, if new brand appears in Market?

FINDINGS

• Cadbury dairy milk (CDM) is flagship brand .• Aiming to replace traditional gifting options like

Mithais and dry-fruits.• All occasion item & targeted towards whole

family.• Medium size is preferred. Small size packs

targeted for rural market.• Brand loyalty towards Cadbury is very high.• Brand name, quality & taste are most important

factors.

RECOMMENDATIONS• Cadbury should bring out new products for health

conscious people.• It should continue to promote itself as substitute to

mithai.• Choco-biscuits should be introduced.• Should use Indian ads and avoid global ads in India• Should 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.

conclusion• 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.

Strategy• Can 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.

• Consumers should be exposed to the Cadbury message on a continual basis.

Contd..

• Increasing the consumer base by focusing on affordability and availability.

• Changing consumer perception and eating habits by creating new reasons for consumption.

Strategy

• Increase depth of consumption, targeting regular chocolate consumers through generating impulse and a dominant presence at Point of Sale.

THANK YOU