OBJECTIVES OF THE STUDY

 To understand the Indian confectionary market

 To understand Cadbury’s share in Indian

confectionary market.

 To analyze the strength of Cadbury in the chocolate

segment.

 To analyze & understand the reasons of loyalty of

customer towards the brand Cadbury.
  Confectionary Market in India
Indian confectionary industry:

1) Chocolates
Market Share:
Chocolate 2)Hard boiled candies

Cadb 3)Éclairs and toffees

ury
(70%) 4)Chewing gums
Nestl
e 5)Lollipops
(14%)
Amul 6)Bubble gums

(5%) 7)Mints and lozenges

Total confectionary mkt: Rs.41

bn

Total Vol. turnover : 2,23,500 tpa

Consumption: Urban :73% & Rural : 27%

 ANALYSIS
Which Cadbury chocolate do you purchase the most?

Consumption

Dairy milk (56%)

5 Star (18%)

Gems (8%)

Perk (6%)

Bournville (4%)

Dairy milk silk (4%)

Temptations (2%)

Celebrations (2%)
 ANALYSIS
Which of the factors affect your purchase?

Factors
Ads (44%)

Attractive display (28%)

Occasion (14%)

Suggestion from frds (8%)

Brand Ambassadors (4%)

Ingredients (2%)
 RECOMMENDATIONS

 Cadbury should bring out new products for health

conscious people

 It should continue to promote itself as substitute to

mithai

 Choco-biscuits should be introduced

 Should use Indian ads and avoid global ads in India

 Should consider attractive display or its own

‘Chocolate boutique’ (retail store).

 Special chocolates for Christmas should be

introduced e.g. rum, champagne flavored

 New flavors like strawberry,orange,vanilla etc.

Founder: JOHN CADBURY

 LOCATION: Birmingham, UK.

 YEAR: 1824

 OPERATE IN OVER 60 COUNTRIES

 WORLD'S LARGEST CONFECTIONERY COMPANY

 WORLDWIDE, CADBURY HAS 60,000

EMPLOYEES .
 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.
WEIGHT (gm) PRICE

10.5 5

22 10

40 20

42 CRACKLE 25

95 50

80 FRUIT & NUT 55

165 90
 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.
 Achievements

 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'.
 CADBURY TODAY

It has been more than half a century that

CADBURY has been the most loveable brands in
India.
Cadbury India is a significant player in the
impulse market enjoying 70% share in
chocolates & a substantial share of the sugar
confectionery market.
Long gone is the dry chocolate supplied by John
Cadbury in his Birmingham grocery store. Today
more than 250 million bars of Dairy Milk are
produced & consumed every year.
Core purpose

“Working better together to create brands

people love.”

Objective

“Grow shareholder value…over the long term.”

Strategy

“Create robust and sustainable regional positions

in our

core categories of confectionery and beverages

through

organic growth, acquisition and disposal.”

 Innovation
-The Blood of marketing
• Cadbury believes in innovation. Innovation is a virtue
of marketing strategy. Its marketing strategy is
such that it builds a brand image not only through
advertisements alone but through performance.

• The strategies are as follows:-

1. Cadbury uses a variety of advertisements with

different genres and themes to attract different age
groups. Eg – Animated ads, Melodious jingles etc.

. Cadbury associates itself with emotions and sentiments

of people through relationships of friendship and
brotherhood.

3. Sponsorship- Bournvita kid contest, Bournvita

confidence academy, kya aap panchvi pass se tez hain

4. In order to capture the market particularly the youth

segment the strategy adopted is to promote SPORTS by
encouraging events such as

• Karate (whiz kid championship)

• In 1980 cadbury bournvita was the official health
drink for the Indian team at the Moscow Olympics

• 5. Cadbury has not only restricted its market to

child segment but through its innovativeness has
captured every segment of the society

• 6. Innovation in product range has been a major

advancement by Cadbury in retaining its market
share. Examples of marketing innovation by Cadbury –

• *Perk’s new range of ulta perk

• *5 star’s new range of 5 star crunchy

• *Gems new range of fruity gems

• 7. Print & poster campaigns

• 8. Attractive packaging has been a successful way of

attracting customers to buy its products over other
chocolates

• 9. A huge value is associated with Cadbury which in

turn increases the acceptability in the market. it has
roped in bollywood legend Amitabh Bachan and the
ravishing Preity Zinta to endorse its products diary
milk and perk respectively
• 10.The most important marketing policy being,
implemented during the festive season. The
consumptions of sweets is at its zenith during the
festive season. India being a country of rich culture
and diversified religions has a hand full of festivals.
Cadbury makes most out of this season by
introducing gift boxes thus spreading joy.
 Marketing vision 2008 -2011
Cadbury believes that its business still has
significant untapped potential- interms of growth as
well as returns. Between 2008- 2011 cadbury
intends to –

*rope in new brand ambassador Deepika Padakone

during the festive season.

*introducing a new season of bournvita quiz contest.

*introducing new seasonal flavours such as hazelnut,

fudge, butterscotch etc.
 St r e ng ht s
• Large teeming population of kids and
teenagers
• Well established market
• Vast variety of products
• Priced according to Indian mind set
• Easy availability of cocoa in india
 We a kness
•Large portion of population suffers from
diabetes, cholesterol disorders etc
•Dental problems associated with
consumption of chocolates.
 Oppor t unit ies
• Innovative uncaptured chocolate market in
india – ( such as sugar free chocolate sector)
• Large number of occasion celebrations and
festivals in which chocs are used as a
medium to convey happiness
• Increasing acceptance of Globalisation and
better relationship with foreign companies.
 Thr e a t s
• Competition- cut throat competition from
nestle amul and international choc brands
• Negative publicity and contravacies
• Negative publicity and contravacies
• New entrance and individual players ( rise in
sale of homemade chocolates)
• Preference and availability of other
substitutes ( sweets and deserts)