MARKETING MIX

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Course: MBA-ISubject: MARKETING MANAGEMENT - 1Unit: I

JOHN CADBURY (1839-1922)is the founder of the CADBURY trust.

Cadbury India is fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods & Cadbury creates a global powerhouse in snacks , confectionery & quick meals.

In India Cadbury began its operations in 1948 by importing chocolates.

The corporate office is in Mumbai.CEO-Todel Stitzer.CHAIRMAN OF BOARD-Roger Carr.

INTRODUCTION

CADBURY-INDIA

4 P’S OFCADBURY

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THE 4P’S OF CADBURY

1. PRODUCT

Cadbury World operates in a service industry & is almost unique in being owned by a major manufacturer.

The product that Cadbury World delivers is “a memorable, exciting and great day out”.

Whereas for the main Cadbury business, the product delivered is chocolate, candy, gum brands and drinking chocolate products.

2. PRICEIn India, price matters the most it has always been the deciding factor for many marketer’s fate in the market.Cadbury has a very convenient prices for all its products.The price charged for a chocolate can determine whether a consumer will buy it & the level of sales achieved can determine whether or not Cadbury Schweppes will make a profit.

CONTD…Cadbury World works with a number of third party promoters and businesses in order to offer a discount on the entry price. Determining the pricing strategy would be the participation costs for competing leisure activities (other attractions, cinemas etc.) as well as the price Recommended Selling Price (RSP) for merchandise and confectionery.

 3. PLACE

Cadbury dairy milk is produced at the chocolate factory in Bourneville in Birmingham.After the chocolate is produced and has undergone all the quality checks it is transported to the stockrooms.After this Cadbury sells it products to shops that deal with beverages and confectionery e.g. corner shops, super stores.

CONTD…

They then sell it to the general public.Cadbury produces chocolate for more than 200 countries so that they have a chance to enjoy it as well and make profit

4. PROMOTION

Promotion of Cadbury World to various target audiences is a vital part of the management function .TelevisionThe print media Posters

DO YOU REMEMBER THIS???

AND THIS????

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SOME TAG LINES BY CADBURY

In 1998 –”Khaane Waalon ko khaane ka Bahana Chhayie”.In 2004, the `Kuch Meetha Ho Jaaye’ , `Pappu Pass Ho Gaya’ , ’Miss Palampur’  .In the year 2010, the `Shubh Aarambh’ 

CADBURY CELEBRATIONSThe Cadbury Celebrations journey began in 1997With the 1999 campaign that surprised families with `Diwali Ki Meethi Shubhkaamnaaye ’ and the `Har Pal Bane Ek Utsav’ campaign in 2000In 2000, Cadbury positioned Celebrations as the new `Rakhi Par Ek Meetha Sa Uphar ’ .In 2002, With Gulzar’s heartwarming lyrics `Rishtey Pakne Do’, `Aankhon Se Chakne Do’, the age-old custom of tying a Rakhi was followed by gifting a box of Celebrations.

C0NTD…Between 2003 and 2006, With the tagline `Kyunki Sirf Shagun Hi Kaafi Nahin’ .the 2004 Celebrations commercials starring Amitabh Bachchan cemented the spirit of friendship with the tagline `Aisi Mithaas Jo Dosti Banaye Khaas ’.In 2009,`Iss Diwali Aap Kisse Khush Karenge?’

OTHER PROMOTIONAL TECHNIQUES

VisicoolersJarsPresence in Amusement Parks

References & Sources Philip Kotler (Chapter-1) www.netmba.com/marketing/mix/ en.wikipedia.org/wiki/Marketing_mix

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