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8/6/2019 Cadbury Report(Ex Swot)(2)
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by
ANEESH SHARMA -10007
AJAY RAO 10019POOJA SAXENA -10031
SENTHIL S 10043
THIRTHA -10055
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History of ChocolateHistory of Chocolate
In 1657, the first chocolate house wasopened in London
For more than 100years, the making
process of Choc remained same
First form of solid chocolate was inventedat the end of 18th century
Joseph Fry made the first chocolate foreating in 1847, followed in 1849 by theCadbury brothers.
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Cadburys ProfileCadburys Profile
Founder : John Cadbury
Location : Birmingham, UK
Year : 1824
1905 1928
Launched first Dairy
Milk Bar
Brand Leader in UK
Soon After
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Cadbury IndiaCadbury India
Journey with Chocolate lovers in India has
started in 1948.
Cadbury India begun its operations with
importing the chocolate & then repacking it
before distribution
Kraft Acquired Cadbury In Feb 2010Kraft Acquired Cadbury In Feb 2010
Worlds Largest Confectionery CompanyWorlds Largest Confectionery Company
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BRANDSBRANDS
Dairy Milk
5 Star
Gems
Bournvita
Perk
Bytes
Temptations
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Market Share and Growth RateMarket Share and Growth Rate
Indian chocolate market is valued at
Rs.650 Crore
Market share of 68% of whichDairy Milk alone has 30%
Growth rate of Cadbury is 4% per
annum
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PLACETHESE
FACTORIES
CHURN OUT
CLOSE TO 8,000
TONNES OF
CHOCOLATE
ANNUALLY
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Registered office :
Mumbai
(Maharashtra)
Regional offices :
Mumbai
Chennai
Delhi
Kolkata
Factories :
Thane
Pune
Himachal Pradesh
Gwalior
Bangalore
Cochin
Cocoa Operations :
Cochin
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DISTRIBUTIONDISTRIBUTION
CHANNELSCHANNELS Cadbury dairy milk are sold directly to
wholesaler and retailers.
Cadbury's distribution network
encompasses 2100 distributors and 450,000
retailers.
Consumer base of over 65 million.
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Cadbury reaches 6 million retail outlets.
Used IT to improve distribution logistics.
Installed VISI coolers at various outlets.
Setting up two separate distribution
channels one for core business & one for
mass markets.
Continued..Continued..
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PRODUCTPRODUCT
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PROMOTIONPROMOTION
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Almost 80% chocolate purchases are made on
impulse.
Cadburys adopted aggressive marketing strategy.
Use of emotional appeals for advertising.
Concentrated more on T.V advertisement.
In the early 90's, CMD were seen as 'meant for kids.
Changed the perception of buyers.
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Mid 90'sMid 90's
Category was re-defined by the very
popular `Real Taste of Life' campaign.
`KID IN ALL OF US'
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Late 90'sLate 90's
The focus shifted towards widening
chocolate consumption.
Appealed to masses by :
CAMPAIGN : 'Khanewalon Ko Khane Ka
Bahana Chahiye
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CAMPAIGN : 'Kuch Meetha Ho Jaaye
Associated with celebratory occasions . The phrase "Pappu Pass Ho Gaya" became
part of street language.
MESSAGE : CDM expresses joy in a momentof achievement / success.
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More recently
CAMPAIGN: Miss Palampur and
Pehli taarikh hai campaigns were
launched to increase the frequency of
purchase.
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ON July 2, 2010
LATEST CAMPAIGN :Shubh Aarambh .
Based on the concept of the Indian tradition
of having something sweet before every
auspicious occasion, with the belief that itleads to a favorable outcome.
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WEIGHT (gm) PRICE
10.5 5
22 10
40 20
42 CRACKLE 25
95 50
80 FRUIT & NUT 55
165 90
PRICEPRICE
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The prospective customers have changed from
only kids to adults also - to celebrate any
occasion with CDM.
Targeted the Indian market through various
campaigns.
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In the late 90s its campaign Khaane walon
ko khaane ka bahana chahiye targeted the
masses in india
The Miss Palampur campaign targeted the
rural india.
The latest campaign Shubh aarambh is to
target the Youth.
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As chocolates for kids
As a product that can be consumed in any
situation. Special moments, festivals or as gifts.
Synonymous with sweets Kuch Meetha Ho
Jaaye!
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CADBURY NESTLE AMUL
MARKET
SHARE68% 22% 8%
PROMOTION AGGRESSIVE AGGRESSIVE ?
AWARENESS HIGH HIGH LOW
AMBASSADORAMITABH
BACHCHAN &
PREITY ZINTA
RANI
MUKHERJEE----
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35 years
Entered chocolate industry in November
1990
It launched three products - the milk
chocolate, the bitter chocolate, Crunch
and Bar One
Prices lower than Cadbury
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Used its strong distribution network to push
its products
Increase its presence in rural areas New regional sales offices to increase width
and penetration
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Began in 1945
Entered into chocolate segment in 1970
In 2003,launched new variants fundoo,bindaas and almond bar
Introduction of seasonal packs
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In 2004
Launch of chocozoo targeted children
Trendier look removed butter girl
images
A new tag line for someone you love
Introduced economic variants
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Strong parentage and financial position .
High brand awareness.
Strong marketing and distribution network
Excellent technology.
Strong and innovative human resource
base.Pricing flexibility.
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Underestimates competition
Reduce internal costs - supply chain
efficiency, global sourcing and procurement,
and wise investment in R&D, so that the end
product costs less.
Deeper penetration into rural market.
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Grey market imports.
Competitive pressures from other branded
suppliers (national and global). Aggressive
promotion activity by competitors .
Social changes.
Nutrition and healthier lifestyles.
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CADBURY DAIRY MILK CHOCOLATE ROLLS
CADBURY DAIRY MILK LIQUEUR CHOCOLATE
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Trip to Cadbury world!!!
Drawing competition
5 Winners
CadburyWorld, Linden Road, Bourneville,
Birmingham
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