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Ajit Deorukhkar-15
TABLE OF CONTENTS
1) Introduction & History 2) Awards & Achievements 3) Market Share 4) Competitor Analysis 5) Various brands 6) STP Analysis 7) 4Ps. 8) Perceptual mapping 9) Consumer Behavior Process & Motivation Theory 9) Diffusion of Innovations w.r.t Cadburys 10) Changes after Kraft takeover 11) Recommendations.
NISHIGANDHA BHADSAVALE- 03
By 1831 the business had changed from a grocery shop and John Cadbury had become a manufacturer of drinking chocolate and cocoa, the start of the Cadbury manufacturing business as it is known today
IN INDIA
In India , Cadbury began its operations in 1948 by importing chocolates Cadbury chocolates have ruled the hearts of Indians with their fabulous taste. The company is one of the oldest and strongest players in the Indian confectionary industry with an estimated 68% value share and 62% volume share of the total chocolate market.
It has exhibited continuously strong revenue growth of 34% and net profit growth of 24% throughout the 1990s. Today, the company reaches millions of loyal customers through a distribution network of 5.5 lakhs outlets across the country and this number is increasing everyday.
Cadbury wins a silver trophy at the University of Asia and Pacific (UA&P)
Tambuli Awards Cadbury wins Gold at the Asian Marketing Effectiveness Awards 2011 Cadbury ranked among Indias Most Respected Companies 2011 Cadbury ranked among the Best Companies to Work For 2011 Cadbury retains AAA rating awarded by CRISIL 2010 Cadburys manufacturing wins Silver IMEA Award 2010
75%
1%
4% 25%
AJIT DEORUKHKAR- 15
COMPETITOR ANALYSIS
Cadbury: Wide product range, good prices, international business, advertising, good availability. Nestle: Strong parent company being the worlds largest processed food and beverages manufacturer, access to parents hugely successful global folio of products and brands, Nestle has some very strong brands which are almost generic to their product categories
COMPETITOR ANALYSIS
New Product Launch Cadbury Bourneville (Dark Chocolate)
BRANDS
STP ANALYSIS
SEGMENTATION: ASPIRATION
STP ANALYSIS
SEGMENTATION: FOR FESTIVALS
STP ANALYSIS
SEGMENTATION: SNACK ITEM
PRASHANT HUMANE - 24
4
PRODUCT: Cadbury dairy milk , 5 Star, Perk, Celebrations, Temptations ,clairs , Gems, Bubbaloo, Bourneville , Silk ,Shots. PRICE : - Varies from product to product. PLACE Mostly available everywhere from a small pan shop to big shopping malls.
PERCEPTUAL MAPPING
Important factors for Customer (Value drivers)
30
25
20
15
10 5 0
Least Important
Are the consumers interested in buying one pack of Rs.10 or two packs of Rs.5 each ?
The perception is that the quantity is more if two Rs.5 chocolates are bought compared to a single Rs.10 bar. Also, the feeling is that sharing with others is easier if there are more units.
MARKETING STRATERGY
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. Sponsorship- Bournvita kid contest, Bournvita confidence academy, kya aap panchvi pass se tez hain.
In 1980 cadbury bournvita was the official health drink for the Indian team at the Moscow Olympics.
Cadbury has not only restricted its market to child segment but through its innovativeness has captured every segment of the society
MARKETING STRATERGY
Print & poster campaigns
Attractive packaging has been a successful way of attracting customers to buy its products over other chocolates
A huge art value is associated with Cadbury which inturn increases the acceptability in the market, it has roped in bollywood legend Amitabh Bachan and the ravishing Preity Zinta to endorse its products dairy milk and perk respectively.
Extremely catchy and well recognized tag lines and punch lines create strong brand value and awareness for Cadbury. The lines Pappu pass ho gaya , Kuch metha ho jaye gives a distinct image of Cadbury.
AJINKYA JADHAV - 26
DIFFUSION OF INNOVATIONS
PRODUCT
5 STAR PERK CADBURY CELEBRATIONS CDM SHOTS BOURNVILLE CDM SILK TOBLERONE GEMS 1969 1996 1997 2008 2009 2010 2012
YEAR
NIKHIL SAWANT 49
Reasons
Aggressive marketing by Company while neglecting on the Quality of Retailers Lack of efforts to Educate Retailers and ensure adequate hygienic storage conditions at retail outlets Poor quality in packaging of product Issues related to transportation of product No Norms in terms of Storage for Chocolates
HOW DID THEY OVERCOME THIS ISSUE ? Phase 1 : Presenting Cadburys view (October December 2003 )
The agency set up a media desk to ensure that no media query went unanswered
Phase 2 : Packaging Change and Communication (January March 2004 ) Advertisement weapon : Brand Ambassador to reinforce the credibility.
Amitabh Bachchan, a legendary Indian film star, was chosen, as he embodied the values of Cadbury as a brand
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.
BIBLIOGRAPHY
www.cadburyindia.com How Kraft is changing Cadbury India by Geetanjali Shukla and Anusha Subramanian Edition: Feb 19, 2012 Business Today www.indianmirror.com Consumer Behavior- Leon Schiffman & L.Kanuk