Group 10 Welcomes you to

BRAND STUDY ON CADBURY

Submitted By : Vaibhav Vadhwa(55) Vemuri Sai Sowmya(56) Pooja Mani(57) Saher Mukaddam(58) Sanika Natu(59) Bhaskar Mishra(60)

CADBURY
Global brand operating in more than 50 countries. Headquarters in Uxbridge, London, England. 12% growth rate over last 5 years consecutively. Chocolate industry's second-largest company after Mars-Wrigley Global market share - 11% Indian market share- 70%

MAJOR COMPETITORS

Other competitors

S.W.O.T Analysis
Strengths
Top of the mind brand. Excellent advertising reach. Very strong distribution network. Loyalty of customers. Driven by values.

Weaknesses
Supply chain issues in rural market and remote areas. Retailers have lesser margins as compared to other brands.

Opportunities
Non users can be converted into users. Globally the company can expand its operations Huge untapped sugar-free category. Untapped rural market

Threats
Entry of foreign brands. Rising obesity and consumers obsession with calorie counting.

STP
Segmentation
Geographic-country - rural and urban. Demographic- income, age. Gift segment.

Targeting
Now its not just kids but every member of family is the target consumers of Cadbury.

Positioning
Strong positioning with best ad campaigns like kuch meetha hojaye , shubh aarambh, Celebrations campaign.

Findings from Consumer survey

Out of 105 respondents 104 consumed chocolates. Cadbury was the most preferred brand amongst the respondents. Most of the consumers consumed chocolates twice weekly. Television advertisements were the most common source of brand awareness followed by word of mouth. Most popular campaign was found to be Kuch Meetha Ho Jaaye.

 More than 50% of respondents consumed Dairy Milk over the other products of Cadbury. Advertising was found to be an influential factor in purchase decision. Cadbury products were found to be reasonably priced and majority did not have any complaints. Sweets were found to be the next best substitute, although consumers are not willing to substitute chocolates for anything. Consumers would miss Cadbury brand if it ceased to exist.

Findings from Retailer Survey

Among the retailers surveyed, all stock Cadbury products. 94% of the retailers surveyed said Cadbury products sell the most.

68% said Cadburys Dairy Milk sells the most followed by 5 Star and Gems.
88% retailers said that customers dont come back with any complaints. Cadbury also takes back unsold, spoilt and improper packaged products. Main problem is less margin for retailers.

Ansoff Matrix
Existing product New Product

Existing market

PENETRATION
Overall high penetration exists all across India with a variety of products.

NEW PRODUCT DEVELOPMENT Sugar free chocolates can be introduced in the existing market. Target Premium chocolate category.
DIVERSIFICATION:
New Product: Sugar Free Chocolates New Market: Health conscious, urban consumers can be targeted.

New market

MARKET DEVELOPMENT Rural Markets and Global expansion.

BCG Matrix & Customer Brand Equity Model

High market share High growth potential Low growth potential Low market share

Stars
Silk, Bournville

Question mark
Temptations

Cash cows
Dairy Milk, Gems, 5 Star

Dogs
Bytes

Recommendations
Higher margins Sugar free chocolates White chocolate Continuous brand reinforcement through IMC

Mondoleez

THANK YOU!!!!!