cadbury india markting
DESCRIPTION
TRANSCRIPT
Cadbury India is a subsidiary of Mondelez International Based in the U.S.A
Company was Incorporated on 19th July as a private limited company under the name of Cadbury-Fry (India) Private Limited. - The name of the Company was changed from Cadbury-Fry (India) Pvt. Ltd., to Cadbury India Pvt. Ltd., on 7th June1977.
Product Mix
ChocolatesBeveragesBiscuitsCandyGum
Chocolates Beverages Biscuits Candy Gum
Dairymilk Bournvita Oreo Eclairs Bubaloo
Celebrations Tang Halls
Bournville
5-Star
Perk
Gems
Toblerone
DairyMilk Celebration Bournville 5-Star Perks Gems Toblerone
Dairy Milk (plain)
Rich dry fruit Plain Plain With glucose In box packing
Milk chocolate flavor
Roasted Almond
Mixed Pack Hazel nut Fruit and nut Share pack
Fruit and nut Rich Cocoa Crunchy Surprise
Crackel Raisin & Nut
Shots Almond
Silk(plain)
Silk(fruit And nut)
Silk(Roasted almond)
WIDTH:The width of a company's product mix pertains to the number of product lines that a company sells. For eg: if a company has two product lines its product mix width is two.Cadbury’s product line width: 5
LENGTH:Product length pertains to the number of total products or items in a company's particular product line. For eg: A company may have a product lines and five brands within the product line, thus the company’s product length would be 5.We have taken Cadbury’s Chocolates as the product line to study. So for that the length of that product line is: 7
DEPTH:Depth of product mix pertains to total no of variations for each product. Variations can include size, flavor and any other distinguishing characteristics.Cadbury’s product depth: 44
TWIST-lick-DUNKAvailable in :
VanillaChoco-cream
Pricing • Rs. 50/- pack• Rs. 5/- pack for 3 biscuits• Rs. 10/- pack for 7 biscuits• Rs. 20/- pack for 14 biscuits
Promotion - Advertisement
ProductBourville is made from the finest Ghana cocoa beans and was launched in 4 variants:-
Rich CocoaAlmondHazelnutRaison & Nut
Cont.
Available in 2 sizes
80g 40g
Cont.
Unique PackagingPremium packagingTalks about health benefits
Price
Product Size Price (INR)Rich Cocoa 80g
40g7530
Almond 80g40g
8035
Hazelnut 80g40g
8035
Raison & Nut 80g40g
8035
Cont.Premium Pricing StrategyProduct-Bundling Pricing StrategyCadbury Bournville (Pack of 4) 320g priced at INR 300
PromotionAdvertisementPREvents
Cont.Advertisements
Television Ads – 5 croresNewspapers – 3.80 lakhsHoardings – 1 croreMagazines – 20 lakhs
Cont.
Cont.• PR• Events
PRODUCT LAUNCHED IN 1948.
ONE OF THE OLDEST BRAND IN MALT-BASED FOOD CATEGORY.
CORE VALUES:• Physical and Mental Fitness.• Chocolate Taste.
VARIETIES: • Cadbury Bournvita Super Chargers.• Cadbury Bournvita 5-star Magic.• Cadbury Bournvita Little Champs.
MARKET SHARE OF 17%
Bournvita Super Chargers
Bournvita 5-star Magic
Bournvita Li’l Champs
PRICINGThe product falls in the high price band and hence used mostly by the customers staying in large towns and cities.
It is priced higher than other products in the malt-based food segment like Boost, Complan, Maltova etc.
The pricing is based on the brand ”CADBURY” known for using the best quality cocoa for the chocolate flavor and also the nutritional value it provides.
The comparatively higher price does not deter the consumers from buying the product because of the faith of the customers in the brand.
PROMOTION TAGLINES IN ADVERTISEMENTS:-- In 70’s the tagline was ” Goodness that grows with you”.-- In 80’s the tagline was “Brought up bright, Bournvita right”.-- In 90’s the tagline was “Tan ki shakti, Man ki shakti”.-- After 2000, the tagline was “ 2 cups of bournvita for balanced nutrition”.-- Currently the tagline is “ Do you have Bournvita Confidence? ”
BOURNVITA QUIZ CONTEST.
BOURNVITA CONFIDENCE ACADEMY.
ASSOCIATION WITH ALL INDIA JUNIOR BADMINTON TOURNAMENT.