cadbury`s dairy milk
DESCRIPTION
MARKETING MIX, SEGMENTATION , TARGET MARKET, POSITIONING OF CADBURY`S DAIRY MILK IN INDIA..TRANSCRIPT
PRESENTED BY, GAURAV H. NANJANI PGDBM. BATCH 09-11
RIZVI MANAGEMENT INSTITUTE BANDRA(w) MUMBAI
For over 3000 years, Chocolate…like gold, has
had a universal appeal
First people who made chocolate were the Mayas and the Aztecs
They drank chocolate as a bitter and spicy beverage called “xocoatl” (“bitter water”)
Chocolate played an important role in their social and religious life
It symbolized life and fertility and was also used as medicine
It was a drink for wealthy and important people (royalty, priests, etc.)
Cocoa beans were also used as money
IS CHOCOLATE HEALTHY?YES
BENEFITS• Decrease blood pressure • Improve circulation • Lower death rate from heart disease • Improve function of endothelial cells that line the blood
vessels • Defend against destructive molecules called free
radicals, which trigger cancer, heart disease and stroke • Improve Digestion and stimulate kidneys • Has been used to help treat patients with anemia,
kidney stones and poor appetite
Founder: JOHN CADBURYLOCATION:Birmingham, UK.YEAR: 1824
OPERATE IN OVER 60 COUNTRIES
WORLD'S LARGEST CONFECTIONERY COMPANY
WORLDWIDE, CADBURY HAS 60,000 EMPLOYEES
Company’s Profile
1948
Operation began in India
1965
Pioneered the development of cocoa cultivation in India
CADBURY IN INDIA
Vision & Mission
Vision: "Working together to create brands people love"
Cadbury’s mission statement Says simply, ‘Cadbury means quality’; this is our promise. Our reputation is built upon quality;
our commitment to continuous improvement will ensure that our promise
Mission Statement 0f the product: The mission statement of our new product is “To provide our customers with a tempting and
exquisite taste” as Enticing Treats means a mouth watering treat which is simply irresistible.
Popular Brands in INDIA
Chocolates
Snacks
Beverages
CANDy’s
GUMS
CHOCOLATE BAR MADE BY CADBURY.
BORN IN YEAR 1905. BOURNVILLE, U.K
CAME TO INDIA AT 1948
30% VALUE SHARE OF THE INDIAN CHOCOLATE MARKET.
PRODUCT
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
SUGAR
COCOA BUTTER
VEGETABLE FAT
CREAM
EMULSIFIERS
COCOA MASS
INGREDIENTS
VARIANTS
PRICE
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.
COMPETETIVE 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
PLACE
Business Operations
Five 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.
PROMOTION
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’
A FEW ADVERTISEMENTS
During late 90’s
• Campaign: ‘Khanewalon ko khane ka bahana chahiye’.
• Target: widening chocolate consumption among the masses
More recently
• Campaign: ‘kuch metha ho jaye’.
• Target: to associate Cadbury with celebratory occasion.
• Campaign: ‘pappu pass ho gaya’.
• Target: encourage those who have pass the exams to celebrate with Dairy Milk.
• Campaign: ‘Miss Palampur’
• Target: Focusing on the adults.
• Campaign: ‘AAJ PAHLI TARIK HAI’
• Target: To celebrate pay day / salary day
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
PACKAGING
1905 1930s
1960s1970s
PACKAGING STYLES
PRESENT
Pearlfisher is the design agency responsible for the execution of the pack's new look.
ALUMINIUM FOIL
PAPER COVER
PLASTIC COVER
PACKAGING MATERIAL
Protect the product from physical damage or deterioration
Display the product – good graphic design and shape is important.
Attracting customers
Improved efficiency
ADVANTAGES OF PACKAGING
S T PSEGMENTATION TARGET MARKET POSITIONING
GEOGRAPHIC SEGMENT
IMPULSE SEGMENTFOR EATING THEN AND THERE.
“KHAANE WALO KO KHANE KA BAHANA CHAHIYE”
GIFT SEGMENT PURCHASED TO GIFT SOME ONE.
segmentation
The prospective customers of Cadbury Dairy Milk have changed have changed from kids to adults-including every family member to celebrate any occasion with Dairy Milk.
TARGET MARKET
FOR KIDS ACROSS INDIA, THE WORD ‘CADBURY’ IS SYNONYMOUS WITH CHOCOLATES.
CDM POSITIONED AS ‘THE PERFECT EXPRESSION OF LOVE’
“MAZZA AA GAYA”SPONTANEOUS, CAREFREE, SPECIAL, REAL MOMENTS.
" KUCH MEETHA HO JAYE “THE BRAND WANT ITSELF TO BE SYNONYMOUS WITH SWEET.
Positioning
PRODUCT LIFE CYCLE
COMPETITORS
Achievements
Major Achievements of Cadbury• Worlds No 1 Confectionery company• World's No 2 Gums company.• World's No 3 Beverage company.• Cadbury Dairy Milk & Bournvita have been declared a "Consumer Superbrand" for 2006-07
by Superbrands India.• Cadbury India has been ranked 5th in the FMCG sector, in a survey on India's most respected
companies by sector conducted by Business World magazine in 2007.• Cadbury India has been ranked as the 7th Great Place to Work and the No. 1 FMCG company
in India in 2008, by the Great Place to Work Institute.• Asian Marketing Effectiveness Awards 2008 for Bournvita Folk/Fusion campaign - GOLD
award for the "Best Insights and Strategic Thinking" and SILVER award for the 'Most Effective Use of Advertising'.
THANK YOU