PRESENTED BY ,

GAURAV H . NANJANI
PGDBM . BATCH 09 - 11
RIZVI MANAGEMENT INS
BANDRA ( w ) MUMBAI
 For over 3000
years,
Chocolate…like
gold, has had a
universal appeal
qFirst people who made chocolate were the
Mayas and the Aztecs
q
qThey drank chocolate as a bitter and spicy
beverage called “xocoatl” (“bitter water”)
q
qChocolate played an important role in their
social and religious life
q
qIt symbolized life and fertility and was also
used as medicine
q
qIt was a drink for wealthy and important people
 (royalty, priests, etc.)
q
qCocoa beans were also used as money
 YE
IS
CHOCOLATE
HEALTHY?
 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
 Company’s Profile

qFounder: JOHN CADBURY

qLOCATION: Birmingham, UK.
qYEAR: 1824
q
OPERATE IN OVER 60 COUNTRIES

WORLD'S LARGEST CONFECTIONERY COMPANY

WORLDWIDE , CADBURY HAS 60 , 000 EMPLOYEES

 CADBURY IN INDIA


 1948


 Operation began in India



 1965


 Pioneered the development of cocoa

cultivation in India

 Vision & Mission
V isio n :
" Working together to create brands people love "

C a d b u ry ’ s m issio n sta te m e n t
; th is is o u r p ro m ise . O u r re p u ta tio n is b u ilt u p o n q u a lity ; o u r co m m itm e n t to co n tin u o u s im
  
Mission Statement 0f the product :
o provide our customers with a tempting and exquisite taste” as Enticing Treats means a
 Popular Brands in INDIA
C
h
o
c
o
l
a
t
e
s

Beverages
S
n G
a U
c M
S
k
s CANDy’s
 BY
A D E
M
BAR
T E LE,
A
OL Y. O U R N VIL
O C B
CH DBUR R 1905.
CA RN IN YEA
BO
U.K

CAME
TO IN
DIA A
T 194
8

E I N D I A N CHOCOLATE
E SHARE OF TH
3 0 % V A L U
MARKET.
PRODUCT
 CHOCOLATE BAR .
MADE FROM REAL DARK CHOCOLATE .

SIMILAR DESIGN WORLDWIDE .

CONTAINS MORE MILK THAN ANY OTHER CHOCOLATE BAR .

VAILABLE IN 10 . 5g , 22g , 95g , 165g & OTHER PREMIUM PACK

INGREDIENTS
VARIANTS
PRICE
 WEIGHT (gm) PRICE
10.5 5
22 10
40 20
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 :
THESE FACTORIESNew Delhi OUT CLOSE TO 8 , 000 TO
CHURN
Mumbai

Kolkota

Chennai

Corporate / Head office :

Mumbai
 DISTRIBUTION

O WHOLESELLER AND RETAILERS.

NETWORK USED TO ENCOMPASSES 2100 DISTRIBUTORS AND 450,000 RETAILERS

RETAILER
WHOLESELLER
PROMOTION


q Strong brands are very important in the

chocolate confectionery market.


q Almost 80% of chocolate purchases are made

on impulse.


q The media mix for the campaign comprises

TV, outdoor, Internet and radio.


q Use of emotional appeals in advertising.



q Concentrated more on TV. Advertisement.

q

A FEW ADVERTISEMENTS

• The ‘Real Taste of Life’ with the girl

dancing on the cricket field
•
• The message: ‘Dairy Milk is for
enjoyment’
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

 THE BIG ‘B’ FACTOR
qCadbury appointed Amitabh
Bachchan as its brand ambassador.


qThe Big factor that has pushed up

CDM sales is the Amitabh Bachchan
campaign.
q

PACKAGING
PACKAGING STYLES

1905 1930s

1970s
1960
s
 PRESENT

sher is the design agency responsible for the execution of the pack's ne
PACKAGING MATERIAL

qALUMINIUM FOIL
q
qPAPER COVER
q
qPLASTIC COVER
 ADVANTAGES OF PACKAGING

qProtect the product from physical

damage or deterioration
q
qDisplay the product – good graphic
design and shape is important.
q
qAttracting customers
q
qImproved efficiency
•
 S T
P
SEGMENTATION TARGET MARKET
POSITIONING
 segmentation


 GEOGRAPHIC SEGMENT


 IMPULSE SEGMENT
FOR EATING THEN AND THERE.


 “KHAANE WALO KO KHANE KA BAHANA

CHAHIYE”


 GIFT SEGMENT
 PURCHASED TO GIFT SOME ONE.

 TARGET MARKET
 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.

 Positioning
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.
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'.
TH
AN
K
YO
U