Description
The below PPT are contributed by Amit Dosaj from Lala Lajpatrai Institute of Management. The following ppt contains
1. History
2.Facts and figure
3. overview
4. Business units
5. Beverages and products
6.4 ps of marketing
7.SWOT and much more analyasis
CADBURY
Sheetal Ahluwalia ± 01 Damanpreet Arora - 05 Preeti Bhati - 21 Inderpreet Bimbh - 26 Sharandeep Kaur - 39 Amit Dosaj - 47 Naina Jagesha - 55 Malika Kapur - 79 Pooja Menon- 99 Aditya Patel - 110
HISTORY OF CADBURY
COMPANY OVERVIEW
Leading Global Confectionery Company. Their Heritage Starts Back In 1824. The Separation Of Their Confectionery And Americas Beverages Businesses.
A FEW FACTS AND FIGURES
They Make And Sell Three Kinds Of Confectionery: Chocolate, Gum And Candy. They Operate In Over 60 Countries. John Cadbury Opened For Business In 1824 ± Making It Nearly 200 Years Young. They Work With Around 35,000 Direct And Indirect Suppliers. They employ around 50,000 people.
BUSINESS UNITS
Their operations are split into different units: America Britain, Ireland, Middle East & Africa Europe Asia Pacific
Cadbury Products
Chocolates Snacks & Biscuits Beverages Candy
Cadbury Snacks & Biscuits
CADBURY BEVERAGES
CADBURY CANDIES
Marketing Mix
The Tools available to a business to gain the reaction it is seeking from its Target Market in relation to its Marketing Objectives. It is generally accepted as the use n specification of the four P¶s describing the strategic position of a product in the market place.
PRODUCT
PRODUCT VARIANTS ?Currently Cadbury India operates in four categories viz. chocolates, confectionery, milk food drinks, candy and gum category ?Cadbury Dairy Milk, 5 Star, And Celebrations ?Candy Category- Mini eggs ?Bubble gum brand Bubbalo ?Bournvita ± The Leaded Malted Food Drink Perk, Éclairs
PRICE
?
The Rs 5 Price point Accounts for more than half of all chocolate sales. Cadbury has 4 products at this price point : Cadbury Dairy Milk, Perk, 5 Star and Gemsand the 5Rs Cadbury Dairy Milk Bar is its largest selling chocolate. This is potent price point in India because the average purchasing power in India is µAbysmally Low¶
?
?
Place
In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of existence, it today has 5 company owned manufacturing facilities at
? ? ? ? ? ?
THANE, INDURI (PUNE) MALANPUR (GWALIOR), BANGALORE BADDI (HIMACHAL PRADESH) 4 Sales offices ( Mumbai, New Delhi, Kolkata, Chennai). The Corporate office is In Mumbai
PROMOTION
Advertisements ?The advertisement aimed at conveying the idea that no specific occasion is required for consuming Cadbury Dairy Milk. ?Celebrities Endorsements Cadbury roped in Preeti Zinta for its Perk brand. Preeti Zinta¶s Angelic dimples laid the foundation for what became the Indian teenager¶s favourite snack. After this campaign, Perk sale surged. ?The Big µB¶ Factor The Big factor that pushed up the Cadbury Dairy Milk sales is the Amitabh Bachchan Campaign. Cadbury appointed Amitabh Bachchan as its Brand Ambassador.
PACKAGING
?
The packaging was changed to include a sealed plastic wrapper inside the outside foil. Cadbury¶s launched a new µPurity-Sealed packaging for its leading flagship product Cadbury Dairy Milk. Over the next few weeks Cadbury would be working towards introducing a Heat-Sealed or a Flow-Pack packaging that offers a high level of resistance to infection. Cadbury invested nearly Rs. 25 crore for the improved packaging.
?
?
MARKET SEGMENTATION
Demographic Segmentation.
MARKET SEGMENTATION
GEOGRAPHIC SEGMENTATION
BOSTON MATRIX
Strength
Weakness SWOT
Opportunities
Threats
STRENGTHS
? Top Most Chocolate Provider In The World
? ? ? ? ? ? ?
Well Known Brand Wide Portfolio Of Products Well Known Force In Marketing And Distribution Positive Perceptions About Qualities Of Brand Well Adjusted To Indian Customs Well Defined Objectives And Goals Large Target Market
SWOT
WEAKNESS
? ? ? ?
Lack Of Penetration Into Rural Areas Relatively High Priced Brand Not A Healthy Product Demands Substantial Financial Investment
SWOT
OPPORTUNITIES
? ? ? ? ?
30% Increase In Recent Chocolate Market New Users Healthy Products Are Yet To Be Explored Bigger Market For Cadbury Co-branding With Other Manufacturers
SWOT
THREATS
? ? ? ?
Competitors Social Changes Rise In Cost Of Dairy Products No Brand Loyalty By Consumers
Political
Political decisions can affect Cadbury·s, these can be either advantages or disadvantages, if taxes increase, therefore consumers decrease and sales of stock decrease. However if taxes decrease the likelihood is consumers will buy more. Any change in laws or regulations, especially concerning international trade and food labeling could greatly affect Cadbury.
Economical
The prices of cocoa and milk, the chief ingredients used in chocolates, have gone up by 50 percent, If the prices of these commodities keep increasing, Cadbury will be forced to increase the prices. Low margins, high volumes, price sensitivity of the industry and competition from cheaper substitutes leaves little room for price increasing. In October 2003, seizure of chocolates stock from Pune plant after worms were found by customers in Dairy Milk packages; Sales dropped by 30 percent.
If the minimum wage was brought down, this would mean more money for Cadbury·s but would also result in low sales from the consumers. The interest rates can have an affect on Cadbury·s. If the interest rates were high then Cadbury would not want to borrow as much money for expansion.
Social
Trend in snacking ² increase in people eating on the ¶go· (Vending machines) Public opinion of Cadbury·s is high, no major concerns to stop consumers from buying their products. More people are health conscious ² will read ingredient content.
Technological
Production is high due to high technology machines and factories enabling high quality mass production. Medias such as the internet, television and the radio enable large amount of cheap advertisement.
doc_243217909.pptx
The below PPT are contributed by Amit Dosaj from Lala Lajpatrai Institute of Management. The following ppt contains
1. History
2.Facts and figure
3. overview
4. Business units
5. Beverages and products
6.4 ps of marketing
7.SWOT and much more analyasis
CADBURY
Sheetal Ahluwalia ± 01 Damanpreet Arora - 05 Preeti Bhati - 21 Inderpreet Bimbh - 26 Sharandeep Kaur - 39 Amit Dosaj - 47 Naina Jagesha - 55 Malika Kapur - 79 Pooja Menon- 99 Aditya Patel - 110
HISTORY OF CADBURY
COMPANY OVERVIEW
Leading Global Confectionery Company. Their Heritage Starts Back In 1824. The Separation Of Their Confectionery And Americas Beverages Businesses.
A FEW FACTS AND FIGURES
They Make And Sell Three Kinds Of Confectionery: Chocolate, Gum And Candy. They Operate In Over 60 Countries. John Cadbury Opened For Business In 1824 ± Making It Nearly 200 Years Young. They Work With Around 35,000 Direct And Indirect Suppliers. They employ around 50,000 people.
BUSINESS UNITS
Their operations are split into different units: America Britain, Ireland, Middle East & Africa Europe Asia Pacific
Cadbury Products
Chocolates Snacks & Biscuits Beverages Candy
Cadbury Snacks & Biscuits
CADBURY BEVERAGES
CADBURY CANDIES
Marketing Mix
The Tools available to a business to gain the reaction it is seeking from its Target Market in relation to its Marketing Objectives. It is generally accepted as the use n specification of the four P¶s describing the strategic position of a product in the market place.
PRODUCT
PRODUCT VARIANTS ?Currently Cadbury India operates in four categories viz. chocolates, confectionery, milk food drinks, candy and gum category ?Cadbury Dairy Milk, 5 Star, And Celebrations ?Candy Category- Mini eggs ?Bubble gum brand Bubbalo ?Bournvita ± The Leaded Malted Food Drink Perk, Éclairs
PRICE
?
The Rs 5 Price point Accounts for more than half of all chocolate sales. Cadbury has 4 products at this price point : Cadbury Dairy Milk, Perk, 5 Star and Gemsand the 5Rs Cadbury Dairy Milk Bar is its largest selling chocolate. This is potent price point in India because the average purchasing power in India is µAbysmally Low¶
?
?
Place
In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of existence, it today has 5 company owned manufacturing facilities at
? ? ? ? ? ?
THANE, INDURI (PUNE) MALANPUR (GWALIOR), BANGALORE BADDI (HIMACHAL PRADESH) 4 Sales offices ( Mumbai, New Delhi, Kolkata, Chennai). The Corporate office is In Mumbai
PROMOTION
Advertisements ?The advertisement aimed at conveying the idea that no specific occasion is required for consuming Cadbury Dairy Milk. ?Celebrities Endorsements Cadbury roped in Preeti Zinta for its Perk brand. Preeti Zinta¶s Angelic dimples laid the foundation for what became the Indian teenager¶s favourite snack. After this campaign, Perk sale surged. ?The Big µB¶ Factor The Big factor that pushed up the Cadbury Dairy Milk sales is the Amitabh Bachchan Campaign. Cadbury appointed Amitabh Bachchan as its Brand Ambassador.
PACKAGING
?
The packaging was changed to include a sealed plastic wrapper inside the outside foil. Cadbury¶s launched a new µPurity-Sealed packaging for its leading flagship product Cadbury Dairy Milk. Over the next few weeks Cadbury would be working towards introducing a Heat-Sealed or a Flow-Pack packaging that offers a high level of resistance to infection. Cadbury invested nearly Rs. 25 crore for the improved packaging.
?
?
MARKET SEGMENTATION
Demographic Segmentation.
MARKET SEGMENTATION
GEOGRAPHIC SEGMENTATION
BOSTON MATRIX
Strength
Weakness SWOT
Opportunities
Threats
STRENGTHS
? Top Most Chocolate Provider In The World
? ? ? ? ? ? ?
Well Known Brand Wide Portfolio Of Products Well Known Force In Marketing And Distribution Positive Perceptions About Qualities Of Brand Well Adjusted To Indian Customs Well Defined Objectives And Goals Large Target Market
SWOT
WEAKNESS
? ? ? ?
Lack Of Penetration Into Rural Areas Relatively High Priced Brand Not A Healthy Product Demands Substantial Financial Investment
SWOT
OPPORTUNITIES
? ? ? ? ?
30% Increase In Recent Chocolate Market New Users Healthy Products Are Yet To Be Explored Bigger Market For Cadbury Co-branding With Other Manufacturers
SWOT
THREATS
? ? ? ?
Competitors Social Changes Rise In Cost Of Dairy Products No Brand Loyalty By Consumers
Political
Political decisions can affect Cadbury·s, these can be either advantages or disadvantages, if taxes increase, therefore consumers decrease and sales of stock decrease. However if taxes decrease the likelihood is consumers will buy more. Any change in laws or regulations, especially concerning international trade and food labeling could greatly affect Cadbury.
Economical
The prices of cocoa and milk, the chief ingredients used in chocolates, have gone up by 50 percent, If the prices of these commodities keep increasing, Cadbury will be forced to increase the prices. Low margins, high volumes, price sensitivity of the industry and competition from cheaper substitutes leaves little room for price increasing. In October 2003, seizure of chocolates stock from Pune plant after worms were found by customers in Dairy Milk packages; Sales dropped by 30 percent.
If the minimum wage was brought down, this would mean more money for Cadbury·s but would also result in low sales from the consumers. The interest rates can have an affect on Cadbury·s. If the interest rates were high then Cadbury would not want to borrow as much money for expansion.
Social
Trend in snacking ² increase in people eating on the ¶go· (Vending machines) Public opinion of Cadbury·s is high, no major concerns to stop consumers from buying their products. More people are health conscious ² will read ingredient content.
Technological
Production is high due to high technology machines and factories enabling high quality mass production. Medias such as the internet, television and the radio enable large amount of cheap advertisement.
doc_243217909.pptx