2. Introduction
Cadbury India
4 P’s of Cadbury
Market Segmentation
SWOT
Market Scenario
Case Study-The battle ofWorms (Oct 2003)
CONTENT
3. INTRODUCTION
A British multinational confectionery company owned by Mondelez International.
Established in Birmingham, England (UK) by John Cadbury in 1824, but it did not start as a confectionery
shop but sold tea/ coffee/ home made drinking chocolate
Headquarter is in Uxbridge, Greater London (UK) & operates in more than fifty countries world wide.
By 1842, John was selling 11 kinds of cocoa and 16 kinds of drinking chocolates.
In 1853, Cadbury became the confectioner to the British Crown.
In 1847 - 1861, Cadbury became partner with his brother Benjamin & company known as Cadbury
Brother and then John Cadbury's sons Richard & George took over the business.
Today Cadbury is the largest confectionary company in the world.
4.
5.
6. CADBURY INDIA
In India, Cadbury began its operations in 1948 by importing chocolates.
It today has 5 company-owned manufacturing facilities & 4 sales offices in 4 metros.
The corporate office is in Mumbai.
Cadbury enjoys a value market share of over 67% - the highest Cadbury brand share in the
world!
The brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India.
Cadbury in India operated in five categories:Chocolates, Beverages, Biscuits, Candy & Gum.
8. Production concept
Widely available
Inexpensive
Product concept
Good quality
Innovative features
Improvisation
PRODUCT
9. Presence
Available in 33 countries
India is among Cadbury's top 12 global markets
Distribution network in India
Four sales offices
2500 distributors
5,50,000 retailers
Many non-retail chains
Headquarter is in Mumbai
PLACE
10. Low costing for basic product from Rs 5 to Rs 20
Moderate price of variants priced between Rs 35 to RS 60
Premium segment (premium pricing strategy)
Cadbury Dairy Milk Silk, a brand priced at Rs 60 for 60 grams
Rs 150 for 160 grams available in Milk chocolate
Roast Almond and Fruit & Nut variants.
PRICE
11. Promotion of Cadbury World to various target audiences is a vital
part of the management function, like
Television
The Print Media
Posters
For India, we all know various ads of Cadbury that are still there in
our minds from older to newer.
PROMOTION
13. The most effective one, which is the reason behind the success of
Cadbury after a Big Fall i.e. “BIG B Factor”.
We all accept that Mr. Amitabh Bachchan is the person solely
responsible for the height that Cadbury has achieved today in India.
14. MARKET SEGMENTATION
• Occasions
• Benefits
• Usage Rate
• Attitude
towards the
Product
• Life Style
• Age
• Gender
• Income
• Region
• Countries
• Climate
Geographic
Segment
Demographic
Segment
Behavioral
Segment
Psychographic
Segment
15. S. W. O. T.
Strengths
•Well established brand
•Huge market share 67%
•Rich product mix
•Aggressive marketing
•Price according to Indian
market
Weakness
•Dental problems with
chocolates consumption
•Little penetration in rural sec
•Other competitors have
better international
experience
Opportunities
•Increase share through
targeted acquisition
•Increases acceptance of
Globalization in sector.
•Innovative un captured
market
Threats
•Cut throat comp : Nestle,
Amul
•Entry of international brands
•Obsession with calories
•Negative publicity and
controversies
17. CASE STUDY-
THE BATTLE OF WORMS (OCT 2003)
Dairy Milk bars infested with worms. Cadbury's found itself guilt, when a
few instances of worms in its Dairy Milk were reported.
Effects - Negative publicity sales volume came down in 12 weeks by
30%.
Maharashtra FDA went on to then seize the chocolate stock.
In October 2003, it launched Project Vishwas.
Imports machinery - revamps Packaging.
Brands Ambassador was Mr. Amitabh Bachchan.
Notes de l'éditeur
Gud morning all…
I welcome u all to the delicious world of Cadbury…
Lets have a look on some other perspective of Cadbury other than jst njying it wen eating.
Points dat r covered in this presentation r:
-Introduction containing brief history of Cadbury, how did it come to people
-Cadbury in india in brief
-4 p’s relating Cadbury company i.e place, product, price, promotion
-segmentation i.e division of market
-strength, weakness, opportunities, threats
-what is the current scenario of Cadbury in market
-one case study which was major issue for Cadbury n ofcourse for its customer
Lets have a look on brief intro & some imp history abt Cadbury.
This fig depicts the time-line of Cadbury from beginning to now.
These r some pictures of factory of Cadbury in UK.
When Cadbury came into India dat can be seen here.
It has always created smile on our face.
4 p’s of Cadbury dat shows the marketing strategy of Cadbury.
It shows dat what diff products are sold by Cadbury.
Ofcourse der r chocolates dat we all love it, also der r some other products like oreo, bournvita, perk, eclairs, gems & many more.
Wat production & product concept is being held by Cadbury can be seen here.
It shows Cadbury is spread worldwide.
How price of products are distributed dat all classes i.e. from poor to rich all can have Cadbury products.
Promotion is what normally done to make people know abt some product. Next slide will showcase various famous promotion strategy or we can say very famous taglines form ads.
Some well known ads.
The most effective factor for success of Cadbury
It shows division of market by Cadbury for better sells.
These are some statistics that shows percentage wise market scenario of Cadbury in global as well as Indian market.
Lets take overview on the famous controversy faced by Cadbury, which has lead it to shut down forever. But fortunately they found out the way to rescue themselves.