Cadbury Project 2

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A

PROJECT REPORT

ONCadbury Enterprises Private Limited

In partial fulfillment of the requirement for the

Programme : M.B.A. (Sem. III) (IB)

Academic Year : 2013-2014

SUBMITTED BY:

Names of Group MembersRoll

Nos.

Ankit Patel 04Harshil Patel 05

Mitanshi Patel 06

Viren Prajapati 07

SUBMITTED TO:

Prof.Romy Sabastian

Prof. Mittal Dattani

Center for Management Studies

Ganpat University


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Introduction

Cadbury , officiallyCadbury Enterprises pte Limited , is a British confectionery company

owned by Mondelz International and is the industry's second-largest globally after Mars,

Incorporated. adbury was established in Birminghamby John Cadbury in 1824, who sold tea,

coffee and drinking chocolate. Cadbury developed the business with his brother Benjamin,

followed by his sons Richard and George. George developed the Bournvilleestate, a model

village designed to give the company's workers good living conditions.

The company is best known for its confectionery products including the Dairy Milk

chocolate, the Creme Egg, and the Roses selection box. Dairy Milk chocolate in particular,

introduced in 1905, used a higher proportion of milk within the recipe compared with rivalproducts. By 1914, the chocolate was the company's bestselling product. Creme Eggs are

made available for sale in the United Kingdom(now available all year)@ from January of

each year until Easter, and are the bestselling confectionary product in the country during

the period.

The company was known as Cadbury Schweppes plc from 1969 until its demerger in 2008,

when its global confectionery business, was separated from its US beverage unit (now called"Dr Pepper Snapple Group"). It was also a constant constituent of the FTSE 100from the

index's 1984 inception until the company was bought by Kraft Foods in 2010. Cadbury is

headquartered in Uxbridge, London, and operates in more than fifty countries worldwide
http://en.wikipedia.org/wiki/Confectioneryhttp://en.wikipedia.org/wiki/Mondel%C4%93z_Internationalhttp://en.wikipedia.org/wiki/Mondel%C4%93z_Internationalhttp://en.wikipedia.org/wiki/Mondel%C4%93z_Internationalhttp://en.wikipedia.org/wiki/Mars,_Incorporatedhttp://en.wikipedia.org/wiki/Mars,_Incorporatedhttp://en.wikipedia.org/wiki/Birminghamhttp://en.wikipedia.org/wiki/John_Cadburyhttp://en.wikipedia.org/wiki/Bournvillehttp://en.wikipedia.org/wiki/Cadbury_Dairy_Milkhttp://en.wikipedia.org/wiki/Cadbury_Creme_Egghttp://en.wikipedia.org/wiki/Cadbury_Roseshttp://en.wikipedia.org/wiki/Easterhttp://en.wikipedia.org/wiki/Dr_Pepper_Snapple_Grouphttp://en.wikipedia.org/wiki/FTSE_100_Indexhttp://en.wikipedia.org/wiki/Uxbridgehttp://en.wikipedia.org/wiki/Uxbridgehttp://en.wikipedia.org/wiki/FTSE_100_Indexhttp://en.wikipedia.org/wiki/Dr_Pepper_Snapple_Grouphttp://en.wikipedia.org/wiki/Easterhttp://en.wikipedia.org/wiki/Cadbury_Roseshttp://en.wikipedia.org/wiki/Cadbury_Creme_Egghttp://en.wikipedia.org/wiki/Cadbury_Dairy_Milkhttp://en.wikipedia.org/wiki/Bournvillehttp://en.wikipedia.org/wiki/John_Cadburyhttp://en.wikipedia.org/wiki/Birminghamhttp://en.wikipedia.org/wiki/Mars,_Incorporatedhttp://en.wikipedia.org/wiki/Mars,_Incorporatedhttp://en.wikipedia.org/wiki/Mondel%C4%93z_Internationalhttp://en.wikipedia.org/wiki/Confectionery


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COMPANY PROFILE- CADBURY

COMPANY NAME:- CADBURY

Cadbury Ltd was founded in 1824 by John Cadbury.Cadbury entered India in 1948 by importing chocolates.

Type Subsidiary

Industry Confectionery

Founded Birmingham, United Kingdom (1824)

Headquarters Uxbridge, London, United Kingdom

Key peopleIrene Rosenfeld

(Chairman and CEO)

Products See list of Cadbury products

Revenue 5,384 million (2008)

Operating income

388 million (2008)

Net income 364 million (2008)

Employees 71,657 (2008)[1]

Parent Kraft Foods(2010-2012)

Mondelz International (2012-present)

Website www.cadbury.co.uk
http://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Confectioneryhttp://en.wikipedia.org/wiki/Birminghamhttp://en.wikipedia.org/wiki/Uxbridgehttp://en.wikipedia.org/wiki/Londonhttp://en.wikipedia.org/wiki/Irene_Rosenfeldhttp://en.wikipedia.org/wiki/List_of_Cadbury_productshttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Cadbury#cite_note-zenobank-1http://en.wikipedia.org/wiki/Cadbury#cite_note-zenobank-1http://en.wikipedia.org/wiki/Cadbury#cite_note-zenobank-1http://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Kraft_Foodshttp://en.wikipedia.org/wiki/Mondel%C4%93z_Internationalhttp://en.wikipedia.org/wiki/Mondel%C4%93z_Internationalhttp://www.cadbury.co.uk/http://www.cadbury.co.uk/http://www.cadbury.co.uk/http://en.wikipedia.org/wiki/Mondel%C4%93z_Internationalhttp://en.wikipedia.org/wiki/Kraft_Foodshttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Cadbury#cite_note-zenobank-1http://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/List_of_Cadbury_productshttp://en.wikipedia.org/wiki/Irene_Rosenfeldhttp://en.wikipedia.org/wiki/Londonhttp://en.wikipedia.org/wiki/Uxbridgehttp://en.wikipedia.org/wiki/Birminghamhttp://en.wikipedia.org/wiki/Confectioneryhttp://en.wikipedia.org/wiki/Types_of_business_entity


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CADBURY PRODUCTS:-

chocolates,

confectionaries,

milk products and candies.

ANNUAL REVENUEis approximately $50 billion.

OPERATION: 60 countries

EMPLOYEES: 60,000

Cadbury Vision:

(i) Cadburys Vision Statement

Our objective is to deliver superior shareholder returns by realizing our vision to the be

the worlds biggest and best confectionery company. We are currently the biggest, and

we have an enduring commitment to become the undisputed best. At the heart of our plan

is our performance scorecard, delivered through our priorities, sustainability

commitments and culture

Cadbury plans to deliver superior shareholder returns (Cadbury plc, 2008) by measuring

its financial progress in the areas of growth, efficiency, capabilities and sustainability from

2008 to 2011 (Cadbury plc, 2008).

A Cadbury in every pocket

Cadbury Mission Statement:

Cadbury means quality: This is our promise. Our reputation is built upon quality: Our

commitment to continuous improvement will ensure that our promise is delivered.

We can say that this mission statement is realistic because if we see the quality and day to

day improvements easily show that Cadburys have real mission statement.


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HISTORY (CADBURY)

In 1824, John Cadbury opened a shop in Birmingham.

This one-man business, trading mainly in Tea &

Coffee was to be the foundation of Cadbury Limited.

For over 100 years Cadbury was a family business. In

1943 non family directors were appointed. In 1847,

the enterprise had prospered to a large factory in

Bridge Street, Birmingham. John Cadbury took his

brother Benjamin into partnership and the family business became Cadbury Brothers

Birmingham. The business moved to Bourneville after outgrowing the Bridge Street Factory.

The Workforce had risen up to 200 after 32 years at Bridge Street. After the death of two

brothers in 1899, the company was privatized. It entered the era of scientific management;

it introduced new ideas for their department like: Advertisement & Cost Analytical

Laboratories Sales Department Offices Education & Training for Works Committee Medical

Department employees On 2nd February, Kraft Foods took over 71% shares of Cadbury.

They acquired it totally. But still Cadbury was on top in the market. This acquisition did not

changed peoples mind and their craze for Cadbury Dairy Milk.

Cadbury 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


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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.

The

companys main purpose is Working together to create brands people love" capture thespirit of what we are trying to achieve as a business. We collaborate and work as team to

convert products into brand.

Simply, we spread happiness !

Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food

Drinks and in the Candy category.

In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadershipover the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, clairs and

Celebrations. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand

share in the world! Cadbury is the "gold standard" for chocolates in India. The pure taste of

CDM defines the chocolate taste for the Indian consumer.

In the Milk Food drinks segment our main

product is Bourn vita - the leading Malted Food

Drink (MFD) in the country. Similarly in the

medicated candy category Halls is the

undisputed leader.

The Cadbury India Brand Strategy has received

consistent support through simple but

imaginative extensions to product categories and distribution. A good example of this is the

development of Bytes. Crispy wafers filled with coca cream in the form of a bagged snack,

Bytes is positioned as "The new concept of sweet snacking". It delivers the taste of

chocolate in the form of a light snack, and thus heralds the entry of Cadbury India into the

growing bagged Snack Market, which has been dominated until now by Salted Bagged Snack

Brands. Byte was first launched in South India in 2003.

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For

over two decades, we have worked with the Kerala Agriculture University to undertake


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cocoa research and released clones, hybrids that improve the cocoa yield. Our Cocoa team

visits farmers and advises them on the cultivation aspects from planting to harvesting. We

also conduct farmers meetings & seminars to educate them on Cocoa cultivation aspects.

Our efforts have increased cocoa productivity and touched the lives of thousands offarmers.

Cadbury Milestones

The Cadbury story is a fascinating study of industrial and social developments. From a one

man business in 1824, Cadbury has grown to be one of the world's largest producers of

chocolate. A small family business developed into an international company and the high

standards of the Cadbury brothers were combined with the most sophisticated technology,

skills and innovation.

Vision

The governing objective for Cadbury India is to deliver Superior Shareholder value.

Cadbury in every pocket.

Sustain growth of Cadburys market through aggressive product development.

Focusing on cost competitiveness & productivity in operations and innovative

utilization of assets.

Investing to develop people.

Mission

To provide customers with a tempting and exquisite taste as enticing treats means

a mouth watering treat which is simply irresistible.

Cadbury means quality this is the promise of Cadbury. Its reputation is to built

upon quality. Its commitment to continuous improvement will ensure that promise.


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CADBURY PRODUCTS

Chocolate

Cadbury Dairy Milk

Cadbury Celebrations

Bournville

5 Star

Perk Gems

Toblerone


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BRAND ELEMENTS

Dairy Milk has been meticulously built around the world by Cadbury. It has been able to

sustain a strong position in the market. There are many branding elements which have

resulted into consistent result of its success. In India and across the world, the only

chocolate wrapped in Purple with the logo of Cadbury written on it. Color of all other

products of Cadbury like Gems which is so colorful. Packaging which introduces slight of

milk splash shows the relation of milk with Cadbury. Insignia Logo which comes on the

packaging in bold vintage Dairy font in white which also shows the relation of milk with the

product. Logo Not only the above three, But there are many more elements due to which

the consistent Branding of Dairy Milk is so very popular. Its different Advertisements, its

punch lines etc It has always kept a strong association with Milk, with slogans such as a

glass and half of full cream milk in every half pound. And also advertisement which

featured a glass of milk pouring out and forming the Dairy Milk bar. Also the ad campaigns

are also the important element of Dairy Milk. It made chocolate an eating habit among the

consumers, especially the adults. Long back it was a belief that chocolate is only for kids. But

Dairy Milk changed this belief. Also they changed the trend of Sweets (Mithai) during the

occasions like Diwali, New Year etc Dairy Milk brought a new trend that whether anyoccasion, Dairy Milk is best for all. Tolani

It also gave some famous dialogues from the ads which people remember always. They

were also the core brand elements of Dairy Milk. Let us see them below: The Real Taste of

Life- A girl Dancing on Cricket Field

Khane walo ko Khane ka Bahana Chahiye

Kuch Meetha Ho Jaye

Pappu Paas ho Gaya

Aaj Pehli Tareekh Hai

Shubh Aarambh

All these above dialogues were form the very famous and popular ads of Dairy Milk.By this

ad they wanted to covey to the people that for eating Dairy Milk they do not haveto wait for


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campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the

child in every adult and Cadbury Dairy Milk became the perfect expression of 'spontaneity'

and 'shared good feelings'. The 'Real Taste of Life' campaign had many memorable

executions, which people still fondly remember. However, the one with the "girl dancing onthe cricket field" has remained etched in everyone's memory, as the most spontaneous &

uninhibited expression of happiness. This campaign went on to be awarded 'The Campaign

of the Century', in India at the Abby (Ad Club, Mumbai) awards.

In the late 90's, to further expand the category, the focus shifted towards widening

chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana

Chahiye' campaign. This campaign built social acceptance for chocolate consumptionamongst adults, by showcasing collective and shared moments.

More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with

celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language.

It has been adopted by consumers and today is used extensively to express joy in a moment

of achievement and success. The interactive campaign for "Pappu Pass Ho Gaya" bagged a

Bronze Lion at the prestigious Cannes Advertising Festival 2006 for 'Best use of internet and

new media'. The idea involved a tie-up with Reliance India Mobile service and allowed

students to check their exam results using their mobile service and encouraged those who

passed their examinations to celebrate with Cadbury Dairy Milk. The 'Pappu Pass Ho Gaya'

campaign also went on to win Silver for The Best Integrated Marketing Campaign and Gold

in the Consumer Products

category at the EFFIES 2006 (global benchmark for effective advertising campaigns) awards.


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STRATEGIES OF CADBURY

Product strategy

We have the competitive advantage that is our quality. It is recognized throughout theworld and our product is a convenience product.

Promotion strategy :

We can distinguish ourselves from the competitors on the following criteria:

Important: as we are the first one launching nuts coated with chocolate .and due to winter

season it will serve as a good product to our target market.

Communicable: yes the difference is communicable to the buyers through our

advertisements on TV and billboards.

Affordable: as the result of a survey the prices set are economical.

Positioning strategy:

More for the same: As we are offering the same quality same taste at a economy price.

Brand strategy:

We will position our brand at its attributes that is its innovative ingredient and good taste.

And strong beliefs and values as Cadburys have many loyal customers. The product name is

Enticing Treats means a mouth watering treat which is simply irresistible

The brand is licensed and is a international brand.


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Pricing strategy

Our pricing strategies are as follows

Weight Prices

20gm pack, Rs.10

50 gm Pack, Rs.30

150 gm Pack, Rs.90

350 gm Tin, Rs.175

500 gm Tin, Rs.350

And it is concluded from the survey that customers by looking this price chart have accepted

the prices and called it as an economical .


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4 PC OF CADBURY

Place

Cadbury dairy milk is produced at the chocolate factory in Bourneville in Birmingham. After

the chocolate is produced and has undergone all the quality checks it is transported to the

stockrooms. After this Cadbury sells it products to shops

that deal with beverages and confectionery e.g. corner shops, super stores. They then sell it

to the general public. Cadbury produces chocolate for more than 200 countries so that they

have a chance to enjoy it as well and make profit.

Product

My product is a re-launch of Cadbury dairy milk. Cadbury dairy milk is made from real

chocolate. Its ingredients include cocoa butter and there is a glass and half full cream dairy

milk in every 200 grams of Cadbury dairy milk chocolate, Cadbury buys 65 million litres of

fresh milk each year to make Cadbury dairy milk chocolate.

Price

Price is an important element of the marketing mix. The price charged for a chocolate bar

can determine whether a consumer will buy it and the level of sales achieved can determine

whether or not Cadbury Schweppes will make a profit.

Promotion

The purpose of promotion is to communicate directly with potential or existing customers,

in order to encourage them to purchase dairy milk and recommend it to others.


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CHANGE IN OBJECTIVE OVER THE YEARS

When cadbury came in india its prime focus was to rely on its quality as the

consumer was not aware of the brand or the product and their marketing strategy

was also the same emphasizing about the quality of the product

and the newness in the product.

The Real Taste of Life with the girl dancing on the cricket field The message: Dairy Milk is for enjoyment

DURING THE LATE 90S:

As the company established its brand value among the masses as a quality product

their next target was to increase the consumer base and in business sense market

penetration.

Campaign: Khanewalonkokhanekabahanachahiye. Target: widening chocolate consumption among the masses.


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As can be seen clearly in the picture that they are targeting everyone at the same

time

-adults-adolescents

-kids

-elders

And potraying as Cadbury can be used when a family gets together.

MORE RECENTLY

More recently

Campaign: kuchmetha ho jaye.

Target: to associate Cadbury with celebratory occasion.


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Chocolate is highly perishable

So to increase the popularity and familiarity they have used the concept of mithai which is

very familiar to the Indians and on any occasion the sales of Cadbury would tend to

increase.

CADBURY CELEBRATIONS is one such example.

CAMPAIGN:pappu pass ho gaya.

Target: encourage those who have pass the exams to celebrate with Dairy Milk.

This was avery successful campaign which Generally targeted the youth and children who

would pass exams.

.

The advertisement potrays that when a person

passes an exam an elder or any other person can givea Cadbury dairy milk.

CAMPAIGN: AAJ PAHLI TARIK HAI

Target: To celebrate pay day / salary day


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This campaign generally targeted all the customers who are earning members of the family

as we know that children and youth would anyway buy Cadbury but the earning members

were being leftout so they specifically targeted them by this campaign.

They made it a point that the person buys the chocolate on the first of every month.


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Porters five forces

(1) MARKET CONCENTRATION & COMPETITION

The chocolate industry is highly concentrated. Cadbury and Nestle together account for 90%

of the retail sales with Cadbury being the market leader. Competition in this industry is

fierce,especially between Cadbury and Nestle. Both Cadbury and Nestle have rival products

in everysegment (Cadburys DairyMilk, 5 Star, Perk vs. Nestles Classic, bar -one, munch, etc.)

(2) BARRIERS TO ENTRY

The industrys main barrier to entry is with respect to adverti sing. The incumbent firms have

spentmillions of rupees to create brand-loyalty with consumers. The cumulative effects of

advertisingcreate an absolute cost advantage for the incumbent firms, thus entrants must

overcome not onlycurrent advertising efforts, but also the lingering impact of past

marketing campaigns. High sunkcosts also act as a barrier to entry.


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(3) SUPPLIER POWER

Industry uses a wide range of raw materials in manufacturing chocolate products, the main

ones beingcocoa beans, sugar and other sweeteners (including polyols and artificial

sweeteners such asaspartame), dairy products (including milk), gumbase and fruit and nuts.

Cadbury buys its raw materials from suppliers around the world. No single supplier accounts

for morethan 10% of their raw material purchases.

(4) BUYER POWER

End consumers have strong buyer power because of the availability of substitutes, both

generic and brand names. It is easy for a consumer to purchase a nearly identical product

for a lower price. Thisgives consumers a great deal of leverage and leads Cadbury to spend

millions of rupees to createproduct differentiation via advertisements and new products to

catch up with the evolving trends in the market.

(5) SUBSTITUTES

The current trends in the market suggest that traditional sweets are possible substitutes for

chocolates. In order to strengthen the special relationship consumers share with chocolates,

Cadbury Indialaunched its all-year-round Cadbury Celebration gifting range with an array of

newly designedCadbury Celebration packs.


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Model of porters five forces


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SWOT ANALYSIS-COMPANY

STRENGTHS

Reputed internationally as the topmost chocolate provider in the world.

The brand is well known to people & they can easily identify it from others.

Cadbury the world leaders in chocolate, is a well-known force in marketing and

distribution.

Users have a positive perception about the qualities of the brand.

Cadbury has well adjusted itself to Indian custom.

Cadburys (Kraft Foods) is a very profitable organization, generates revenue morethan 6,508 billion (2005)

It is a global chocolate brand and enjoys a reputation for superior quality products

and services

Cadburys was one of the Fortune Top 100 in 2005. The company is a esteemed

employer that values its employees

Maintain a stable growth of a company,

With its brand name, Cadbury could counterattack the competitors.

Keep up with the financial strength by increasing its sales and profit.

Acquisition rules in UK, reduce its dependence on the UK market.

Overall, Cadbury has been successful through the new products (development) it

has to offer.


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WEAKNESSES

Weak position in the US market.

Lack of distribution network.

Total French production of chocolate bars and confectionary has slowed down in

more recent years, partly due to the economic slump.

Consumption of chocolate products, fall in demand due to the gloomy economic

situation.

There is lack of penetration in the rural market where people tend to dismiss it as a

high end product. It is mainly found in urban and semi-urban areas. It has been relatively high priced brand, which is turning the price conscious

customer away.

People avoid having their chocolate thinking about the egg ingredients.

Sales of milk chocolate bars, which account for 24 per cent by volume of total sales

of chocolate bars, decreased by 3.7 per cent.

Cadburys enjoys a reputation because it comes up with creative and innovative

ideas however there are concerns regarding the possibility that their innovation may

falter over time.

The organization has a strong presence in the United States of America, UK and

India. It is often argued that they need to look for a portfolio of countries, in order to

spread business risk.

Cadbury's recalled over 1 million chocolate bars over salmonella fears

The organization is dependant on a main competitive advantage, the retail of coffee.

This could make them slow to diversify into other sectors should the need arise.


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OPPORTUNITIES

Through its confectionary product line, to build viable positions in prioritizedmarkets.

Cadbury has other opportunities to have market development in Russia and China.

This company is also at the same time distributing its products via the internet

Develop Gourmet Line.

Besides developing the Low Calorie line of chocolates and sweets, they also offer

the Sugar Free sweets line.

The chocolate market has seen one of the greatest increases in the recent times(almost @ 30%)

There is a lot of potential for growth and a huge population who do not eat

chocolates even today that can be converted as new users.

Therefore in order to get the product into a new foreign market, France, Cadbury

would have good opportunities in store for them.

Cadbury has decided to focus on a few of its key brands such as Cadbury Dairy Milk,

Oreo to achieve growth for the company.

Co-branding with other manufacturers of food and drink, and brand franchising has

potential.

Cadbury India is acquired by Kraft Foods


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THREATS

The company should take note of the changes in the consumers buying trend.

There exists no brand loyalty in the chocolate market and consumers frequently shift

their brands.

New brands are coming and existing brands are introducing new variants to add up

to an already overcrowded market.

price wars would occur between its competitors like Mars, Hershey and Nestle.

There would be seasonal sales slumps all year round which will reflect to an increase

in cost of the raw materials needed.

Cadbury would then have to be prepared for growth of small local gourmet

chocolates and regional candy manufacturers.

Also to be aware of the cost of packaging materials as it has increased over time.

Increase Marketing and Promotion globally by marketing products in emerging

markets.

Cadburys are exposed to rises in the cost of chocolate and cocoa. Devaluation of rupee and currency fluctuation

Conflicts between Kraft foods (USA) and Cadburys (UK)


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SEGMENTATION OF CADBURY

SEGMENTATION :

Cadbury India Ltd continuously markets Dairy Milk as a relatively inexpensive treat, towardsmarket segments divided by age, income, technological knowledge and health-

consciousness.

In the 1990s, the company stated promoting the chocolate for the kid in everyone, in an

attempt to appeal to adults as well as children (Cadbury Dairy Milk, 2008).

In order to appeal to potential lower-income customers in the villages of India, furthermarketing in the form of the Real taste of life campaign (Cadbury Dairy Milk, 2008)

By using opinion leaders from Bollywood and using extensive advertising in newspapers,

television, magazines and massive billboards across the country, Cadbury managed to

capture the attention of the nation and cement its market share superiority in India

(Cadbury Dairy Milk, 2008; Marketing Communications, 2008).

Furthermore, Cadbury India continuously develops new versions of its Dairy Milk brand in

order to keep its adult and children consumers satisfied and interested. Variations include

the Fruit & Nut and Crackle & Roast Almond variations.

Cadbury Dairy Milk Wowie, with Disney characters embossed on each chocolate square

(Cadbury Dairy Milk, 2008) clearly targets the child segment of its market.

POSITIONING:

Cadbury India Ltds main sources of competition come from Amul, Indias own dairy

company and Nestle India, Nestles subsidiary in India.

Cadbury India controls around 70% (Cadbury India Ltd., 2008) of the chocolate market,

whereas Amul controls around 2% (Dobhal, n.d.) and Nestle India around 27% (Nestle to

expand, 2008).


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Cadburys main strength comes from it ability to market Dairy Milk products through

altering the theme and functionality of the product as the time demands (Cadbury India Ltd

Analysts Meet, 1999).

Although this has allowed it to control more of the market than its closest competitors, the

reasons for its success may also lie in the fact that many Indians still view its chocolates as

luxury products (Cadbury India Ltd Analysts Meet, 1999) and not as household goods.

Despite Amuls longer history in India, its chocolat es are viewed as being local and not

luxurious, justifying a lower price tag.

GEOGRAPHIC SEGMENT

DEMOGRAPHIC SEGMENT

BEHAVIORAL SEGMENT

PSYCHOGRAPHIC SEGMENT

GEOGRAPHIC

REGION:Chocolates are everybodys favourate so there is no limit of region , it is used all

over the world.

COUNTRIES:Perhapes categorized by size , development and membership of geographic

region.

CLIMATE:Northern n southern


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DEMOGRAPHIC

AGE: 5-60

GENDER: Male/Female

FAMILY LIFE CYCLE:Young, Single, Married, Older

INCOME:As concluded from the survey that our prices are economical so everyone can

afford it.

EDUCATION:Grade school or less, some high school, high school graduate, college

graduate.

PSYCHOGRAPHIC

Attitude towards the product: the attitude towards our product is positive as people are

very in trusted in our new product.

Life Style: Thoseare willing to experiment with alternateproducts in place of conventional

food items, as the universe of chocolateconsumption is changing from occasion led to more

casual consumption.

BEHAVIORAL

Occasions:- We are targeting special occasions like New Years Eve and Valentines Day . Eid

etc.

Benefits: - We are providing good quality product at economical prices. Keep the customersfitness in mind we are providing chocolate coated with nuts which will have a low calorie

count.

Usage Rate: The user rate is heavy in the behavioral segmentation of Cadbury dairy milk.


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COMPETITORS OF CADBURY


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Within Chocolate, it's interesting that Cadbury is a very small player outshone by

Nestle,

M&M Mars (now called Masterfoods)

and

Hershey

Cadbury is a distant 4th. But, in Canada & Europe, Cadbury is a huge player - perhaps #2.

This is because Cadbury Schweppes is British based and hence has a much larger presence in

Europe, Canada & Australia.


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CONCLUSION:

In order for Cadbury to reach the peak of achievement, the company would have to stress

on the global growth of the product. It can be a risk to market it in the region France, but

with careful study of the target market segments and its economic position, it can be an

attainment. Cadbury should also look into other countries like the Asia Pacific in order to

market its products popular globally. But then again, careful considerations to look at its

major competitors and to obtain the rules and regulations of a certain country are equally

important.

Cadburys strategy to attract consumers is somewhat unique in a sense, instead of focusing

on the product, it seeks to tap into emotions normally associated with chocolates. Theyhave also adapted their strategies to the unique demands of the Indian retail sector. The

strategy has clearly proved successful, as they have been able to build and maintain a

leadership position in the market with many loyal customers.


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BIBLIOGRAPHY

www.google.com

www.wikipedia.com

www.cadburyindia.com
http://www.google.com/http://www.wikipedia.com/http://www.cadburyindia.com/http://www.cadburyindia.com/http://www.wikipedia.com/http://www.google.com/

Documents

Cadbury Project 2