Presented By :Archit Garg Vishal Dhamija Brajesh Narayan Naveen Prakash Rakeshor Singh

Abhishek Jangir
Himanshu Sahu Saurabh Daravaria Abhinandan Gogoi
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INTRODUCTION
Milk chocolate for eating was first made by Cadbury in 1897. In June 1905 George Cadbury Junior, introduced its first Dairy

Milk bar
Became the company's best selling product by 1913 Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon followed by Whole Nut in 1933 By this point, Cadbury's was the brand leader in the United Kingdom

 In 1928, Cadbury's introduced the "glass and a half" slogan

Came to India in 1948. 68% share in Indian chocolate market

There is glass and a half symbol central message of the Choose Cadbury'. Cadbury suggests that the glass is always half full appealing to our emotions, for costumer positive decision making.

PRODUCTS

NUTS

SILK

FRUIT & NUT CRUNCHIE PLAIN

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NEED FOR MARKET

Strong brand.

Taste Price

Packaging Almost 80% of chocolate purchases are made on impulse.

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PRICING
WEIGHT (gm) 10.5 22 40 42 CRACKLE 95 80 FRUIT & NUT 165 PRICE 5 10 20 25 50 55 90

PACKAGING
Cadbury Dairy Milk comes in a purple branded outer cover which is the official colour for Cadbury. Launched a strengthened, new 'purity sealed' packaging for Cadbury Dairy Milk. The 13g (Rs 5) double wrapped for maximum protection. Wrapped in aluminum foil and enclosed in a poly-laminated flow pack, which is completely sealed on all sides. The larger Cadbury Dairy Milk packs come in poly-coated aluminum foil, which are heat-sealed and then wrapped in the branded outer package.
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PACKAGING
1905 1930

1970 1960 Present

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SEGMENTATION
Wide distribution in market Manufacturing facility Geographic Sales offices located pan India in all the 4 zones in a strong way segment

Age Group (3 years to 18 years) (18 years to 25 years) Demographic (25+ years) segment

 Purchased to gift someone (occasion based) Behavioral Occasions- Diwali, Rakhsha Bandhan etc. segment

Cadbury become a part of lifestyle. Psychographic segment

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Market Position
Sales
The Indian Chocolate market is estimated at around 33,000 tones valued at approx. Rs. 8 billion. CDM is growing at almost 11.5% P/A, being the market leader It has a market share of 70% 5% 5% 14% 70% 11%

Cadbury

Nestle
Amul others

Amul

Nestle

Others
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TARGETING MARKET
Cadbury's new global marketing strategy called 'Choose Cadbury. Cadbury promises to deliver on optimism, happiness and a feel-good factor. Cadbury dairy milk have changed from kid to adult including every family member. Cultural aspects.

Advertising campaigns.

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ADVERTISING CAMPAIGNS
Campaign 1: Kuch khas hai zindagi mein, kya swaad hai zindagi ka! Message- "Dairy Milk is for the joyous moments, and can be enjoyed by people across age groups".

Campaign 2: Khaane walon ko khaane ka bahana chahiye Message- "You don't need a special reason to eat ".

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Campaign 3: Saath rahe har pal Message- "ads enforcing the image of a friend who was there to see you through good and bad times".

Campaign 4: Kuch Meetha Ho Jaaye Message- "chocolate consumption into a habit". By using Amitabh Bachchan in a humorous setting, the message being delivered is to consider Dairy Milk as a 'sweet' and not just a chocolate.
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Campaign 5: Shubh Aarambh

Message- "Shubh Aarambh is based on a specific cultural insight, the Indian tradition of eating sweets before a new beginning or embarking on a new journey".

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Competitor Analysis

Except the CDM market share of 70%, rest of 30% of market share are..

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Customer Analysis
Customers Decision making Process

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5% 7%

41% 47%

Family Friends Tv Advertisement Print Media

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Why people buy dairy milk chocolate

4 18 Energy Enjoyment Gift Sharing Snacking

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80 70 60 50 50 40 30 20 10 0 26 28 21 15 27 44 44 36 64 Highly Satisfied Satisfied Not Satisfied Linear (Highly Satisfied) 2 per. Mov. Avg. (Satisfied) Expon. (Not Satisfied) 20 13 11 76

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Price

Taste

Packaging

Availability

Brand Ambassdor

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CUSTOMER VALUE
High Brand Loyalty, high no. of repeat purchases high quality packaging, reasonably priced

Well trusted brand, good gifting option

All age groups, celebrations, special occasions, history

Supreme taste and quality

Customer value

Very High Awareness

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SWOT Analysis
Strength Weakness Other competitors have greater international experience Medical reasons

Price Availability Strong Brand

Opportunity Bring new flavors Extension of international market efficiency and reducing costs

Threats New entrance Competition Social changes

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CONCLUSION
The confectionery market in India is huge with immense scope for the chocolate industry. The Indian chocolate industry is a unique mix with extreme consumption patterns, attitudes, beliefs, income level and spending. Understanding consumer preferences and needs is the key to growth in this industry. Economic distribution using proper supply chain is necessary and so is maintaining a high brand loyalty. Cadbury dairy milk scores on all these accounts and therefore has maintained its position as the market leader since the time it was introduced in the Indian market

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Any Queries

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