cadbury vs nestle, a marketing project
TRANSCRIPT
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The sweetest story
ever told… or heard
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HISTORY OF CADBURY
Started by John Cadbury
Factory in Bourneville in1861- largest chocolateproduction in U.K
1897- Manufactured 1st
milk chocolate.
1950- First overseasfactory near Hobart,Tasmania.
1960’s- Larger factory with his brother selling 16 type of drinking chocolates.
Today the largest confectionery company in the world;70,000+ employees.
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CADBURY
INDIA
In India, Cadbury began its operations in 1948 byimporting chocolates.
It today has 5 company-owned manufacturing facilities& 5 sales offices in 5 metros. The corporate office is inMumbai.
Cadbury enjoys a value market share of over 70% - thehighest Cadbury brand share in the world! The brandCadbury Dairy Milk is considered the "gold standard" forchocolates in India.
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VISION
The Barrow Cadbury’s Trust’s Vision is of a peaceful, equitable society free from discrimination and based on the principle of social justice for all.
MISSION
The Barrow Cadbury’s Trust’s Mission is to promote social justice through grant making, research, influencing public opinion and policy and supporting local communities.
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OBJECTIVES
To become the World’s Biggest and Best Confectionery Company.
To make lots of chocolate & improve the quality of their chocolate.
Have loads of stores worldwide.
To be an ongoing company & achieve revenue growth of 20% per year.
Increase earnings by 15% annually & dividends per share by 7% per year.
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THE 4P’s OF
CADBURY
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PLACE
Produced at the chocolate factory in Bourneville in Birmingham.
It is then transported to the stockrooms.
After this Cadbury sells it products to shopsthat deal with beverages and confectionery e.g. corner shops, superstores.
They then sell it to the general public.
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PLACEFive 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
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PRODUCT
Cadbury Dairy Milk is made from Real Chocolate
Its ingredients include cocoa butter
There is a glass and half full cream dairy milk in every 200 grams of Cadbury dairy milk chocolate
Cadbury buys 65 million liters of fresh milk each year to make Cadbury dairy milk chocolate
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PRODUCT
Bars
Cakes &
Biscuits
Drinks
Ice Creams &
Desserts
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Adopted competitive pricing strategy for the basic product
Whereas premium pricing on other variants
Cut down on weight but did not increase cost
e.g. 5 Rs pack was of 13gm but now it is 10.5gm
PRICE
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Chocolates
Dairy Milk
5 Star
Perk
Celebrations
Temptation
Éclairs
Gems
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PROMOTION
CAMPAIGN TARGETReal Taste of Life Child in adult
Khanewalon ko khane ka bahana chahiye
Wider masses
Pappu Pass Ho Gaya Youngsters
Miss Palampur Rural masses
Kuch Meetha Ho Jaaye Conversion of sweet consumers to chocolate for special occasions
Khane ke baad Meethemein Kuch Meetha Ho
Jaaye
Targeting the habit of Indians to have desserts after meals
Shubh Aarambh Targeting the belief of Indians that anything begun by having something sweet provides good
luck
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The BIG B Factor The big factor that has pushed up CDM sales is the
Amitabh Bachchan campaign.
It helped restore consumers' faith in the quality of the product
PROMOTION
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Brand Building
Innovative & Attractive
Packaging
Introducing New Products
Market Positioning
MARKETING STRATEGY
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MARKET SEGMENTATION
Geographic segment
Demographic segment
Behavioral segment
Psychographic segment
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MARKET SEGMENTATION
GEOGRAPHIC
Region
Countries
Climate
DEMOGRAPHIC
Age
Gender
Family Life cycle
Income
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MARKET SEGMENTATION
PSYCHOLOGICAL
Attitude Toward The Product
Life Style
BEHAVIORAL
Occasions
Benefits
Usage rate
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SWOT ANALYSIS
Strengths•Well established brand•Huge market share 70%•Rich product mix•Aggressive marketing•Price according to Indian market
Weakness•Dental problems with chocolates consumption•Little penetration in rural sec•Other competitors have better international experience
Opportunities•Increase share through targeted acquisition•Increases acceptance of Globalization in sector.•Innovative un captured market
Threats•Cut throat comp : Nestle Amul•Entry of international brands •Obsession with calories•Negative publicity and controversies
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Getting to Know Nestlé
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Swiss company - global reach
Around 254,000 people working for us
Operating in more than 80 countries
World´s leading food & beverage company
People, brands & products are key
Our Global Organization
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Environment Infant Formula
Policy
Quality Coffee Prices UN Global
Compact
Sustainability Gene
Technology
Nestlé
Donations
Water Nestlé in the
Community
Our Responsibility
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People – our source of
energy
Around 247,000 people
make up the Nestlé family
Continous training and
improvement of skills
Respect and cultural
diversity
Our People
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THE NESTLÉ SPIRIT
We believe in people rather than systems
Committed to creating value for our shareholders
Descentralized
Committed to continuous improvement rather than dramatic, one-off changes
Carrees at Nestlé
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THE 4P’s OF Nestle
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PRODUCT OF
NESTLE
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NESTLE BRANDS
Milk Products & Nutrition
Beverages
Prepared Dishes and Cooking Aids
Chocolates & Confectionary
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MILK PRODUCTS AND NUTRITION
Nestle Everyday Dairy Winter
Nestle Everyday Slim
Nestle Everyday Ghee
Nestle Milkmaid
Nestle Fresh and Natural Dahi
Nestle Jeer Raita
Nestle Milkmaid Fruit Yoghurt
Nestle Milk
Nestle Slim Milk
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BEVERAGES
NESCAFÉ CLASSIC
NESCAFÉ SUNRISE
NESTLÉ MILO
NESCAFÉ 3 IN 1
NESCAFÉ KOOLREZ
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PREPARED DISHES AND COOKING AIDS
Maggi 2-Minute Noodles
Maggi Vegetable Atta Noodles
Maggi Dal Atta Noodles
Maggi Rice Noodles Main
Maggi Sauces
Maggi Pizza Maza
Maggi Healthy soups
Maggi Healthy Soups Sanjevni
Maggi Magic Cubes
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CHOCOLATES & CONFECTIONARY
Nestle Kit-Kat
Nestle Kit-Kat Lite
Nestle Munch
Nestle Munch Pop Choc
Nestle Milkybar
Nestle Bar one
Nestle Fun Bar
Nestle Milk Chocolate
Polo Power Mint
Nestle Eclairs
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PLACE OF
NESTLE
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PROMOTION
OF
NESTLE
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A successful product or service means nothing unless
the benefit of that product/service can be communicated
to the Target Market
There are many ways to get the “word out”
Public Relations Advertisin
g
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“Uses the same
symbols worldwide.”
“think globally and
act locally”
“Product formulation vary to
suit cultural differences.”
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Reduce prices and introduce
smaller packages for products
to make them affordable has also
implemented many promotional
schemes.
The company has also promoted
their products like giving free
samples of the new products
free with old popular and
famous product.
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Nestlé :Advertising Strategy
Nestlé launches new campaign for Kit Kat,usesanimation for the first time in India. It urges busy youngsters to take a break and notice the fun events in their surroundings.
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Rural DevelopmentINDIA:
Clean Drinking Water Project And WaterEducation Programme For Children:
The project has benefited More than 17000 children And even the farmers Were made aware to Make proper use of waterduring their farming activities .
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Rural DevelopmentIN INDIA:
Nestle Agricultural Services
has used the experience gained
by nestle in different Parts
Of the world to set up a
system of direct and
Efficient contact with the
farmers in India.
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PRICE
OF
NESTLE
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s.no Chocolate name grams price
1 Kit kat 90 gm 71.25
2 Kit-Kat 2 finger 18 gms Rs. 10
3 Kit-Kat 4 fingers 34.5 gms Rs. 20
4 Kit-Kat 6 X 2 fingers 108 gms Rs. 6
5 Kit-Kat dark 40 gm Rs. 50
6 Munch 23 gm 10
7 Maha munch 10.1 gm 5
8 Bar one 28 gm 10
9 Bar one 13 gm 5
10 Milky bar 13 gm 10
11 alpino 22 gm 28.50
12. Kit kat-crisp wafer 37.3 50
13. Nestle classic 18 gm 10
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SWOTOPPORTUNITIES
Low penetration, consumption.
Launch of brands from international
portfolio.
Growth in international & emerging
markets
WEAKNESS
Raw material supply – volatile prices.
Chocolates - comparatively small
business unit
Lack of penetration of chocolates in
the rural market.
STRENGTHS
Strong distribution network.
Strong R&D
THREATS
Foreign imports.
There exists no brand loyalty in the
chocolate market and consumers
frequently shift their brands.
Changing consumer trends.