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