Cadbury Report(Ex Swot)(2)

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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Documents

Cadbury Report(Ex Swot)(2)