Cadbury ms project

Marketing Strategy

Faculty- Mr. Venkat Iyer Renuka Ubale --27

1948

Operation began in India

1965

Pioneered the development of cocoa cultivation in India

CADBURY IN INDIA

• Began its operation in 1948 by importing chocolates and then re-packing them before distributing it in the Indian market.

• After 62 years, it is having five companies at Thane, Induri (Pune), Malanpur (Gwalior), Bangalore, Baddi (Himachal Pradesh) and 4 sales offices in (New Delhi, Mumbai, Kolkata and Chennai). The corporate office is in Mumbai.

• Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food Drinks and in the Candy category.

• Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world.

COMPANY OVERVIEW

MARKETINGSTRATEGY

71%

20%

6% 3%

INDIAN CHOCOLATE MARKET SHARE 2013

CADBURYNESTLEFERREROOTHERS

PRODUCTSTRATEGY

CHOCOLATE BAR.

MADE FROM REAL DARK CHOCOLATE.

SIMILAR DESIGN WORLDWIDE.

CONTAINS MORE MILK THAN ANY OTHER CHOCOLATE BAR.

AVAILABLE IN 10.5g, 22g, 95g, 165g & OTHER PREMIUM PACKS

IT HAS LARGER SHELF LIFE THAN SWEETS SO IT’S PREFFERED

SUGAR

COCOA BUTTER

VEGETABLE FAT

CREAM

EMULSIFIERS

COCOA MASS

INGREDIENTS

VARIANTS

SELLINGSTRATEGY

WEIGHT (gm) PRICE

10.5 5

22 10

40 20

42 CRACKLE 25

95 50

80 FRUIT & NUT 55

165 90

PRICE MENTIONED ABOVE ARE SAME ALL OVER INDIA.

Competitive PRICING.

DUE TO PRICE HIKE IN RAW MATERIAL AND LABOUR COST COMPANY HAD NOT INCREASED THE COST OF PRODUCT BUT REDUCED THE WEIGHT OF PRODUCT.

EG. 5 RS PACK WAS OF 13gm BUT NOW IT IS 10.5gm

DISTRIBUTIONSTRATEGY

Business OperationsFive company-owned manufacturing facilities:

Thane Induri (Pune) Malanpur (Gwalior) Bangalore Baddi (Himachal Pradesh)

4 sales offices: New Delhi Mumbai Kolkota Chennai

Corporate/Head office: Mumbai

THESE FACTORIES

CHURN OUT CLOSE TO 8,000

TONNES OF CHOCOLATE ANNUALLY

WHOLESELLERRETAILER

DISTRIBUTION

CDM ARE SOLD DIRECTLY TO WHOLESELLER AND RETAILERS.

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

MEDIA STRATEGY

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.

• The ‘Real Taste of Life’ with the girl dancing on the cricket field

• The message: ‘Dairy Milk is for enjoyment’

Ad Campaigns & Evident Cultural Shift

During late 90’s

• Campaign: ‘Khanewalon ko khane ka bahana chahiye’.

• Target: Widening chocolate consumption among the masses

More recently

• Campaign: ‘Kuch meetha ho jaye’.• Target: To associate Cadbury with celebratory

occasion.

• Campaign: ‘Pappu pass ho gaya’

• Target: Encourage those who have passed their exams to celebrate with Dairy Milk.

• Campaign: ‘Aaj pehli taarikh hai’

• Target: To celebrate pay day / salary day

• Campaign: ‘Shubh Aarambh’

• Target: To have Dairy Milk before an important task

Cadbury appointed Amitabh Bachchan as its brand ambassador.

The Big factor that has pushed up CDM sales is the Amitabh Bachchan campaign.

THE BIG ‘B’ FACTOR