Indian Market
Size of Rs 8 billion in value and around 33,000 tonnes in volume Low per capita consumption of around 160 gm as compared to 8 kg in UK Very low penetration level Growth rate of 11.5%
Market Overview
Demand : Past & Future (in MT)
80 70 60 50 40 30 20 10 0
20 06 -0 7 20 08 -2 00 9 20 10 -2 01 1 20 12 -2 01 3 20 14 -2 01 5
20 02 -0 3
20 04 -0 5
Market Overview
Confectionery Industry
Market Overview
Region-wise Distribution of Sales
South 20%
North 35%
West 33%
East 12%
Market Overview
Age-wise Market Segmentation
Demand Drivers
Evolving demographics of buying population.
Increased penetration through targeting of adults. Low-cost availability in the form of smaller packages. Increased variety for different target segments.
Hindrances to Growth
Chocolates are a foreign food. Traditional substitutes like mithais are easily available. Chocolates are still seen as fun and indulgence products.
Consumer Behaviour
Chocolates are meant for children. Need for special occasions to consume chocolate.
10
Cadbury
80s Perfect Expression of Love Early 90s Real Taste of Chocolate
11
Chocolate Variants
Moulded bars such as Dairy Milk, Crunch, Bournville, etc.
Choco panned
12
Chocolate Variants
Product Variants Share (%)
Choco panned 4% Sugar panned 13% Countline bars 33% Moulded Chocolates 50%
13
Market Overview
Leading Player's Share (%)
Cadbury 70%
14
Product Portfolio
Nestl India
15
16
Product Portfolio
Cadbury India
17
18
Competitive Strategies
19
Cadbury
Product packaging and brand logo Chocolates for everyone
20
Nestl
Diversified, not predominantly into chocolates Set up of milk collection centres Long relationship with India Leaders in the Rs 5 segment (Munch) Effective stocking in stores Specific targeting of rural customers
21