Description
This presentation explains on Cadbury's as a brand.It considers topics like branding, marketing, advertising, segmentation, target audience.
Cadbury
Cadbury a subsidiary of Cadbury Schweppes plc is a dominating player in the Indian chocolate market.
Market Share
Cadbury dominates the Indian chocolate market with a 70% market share.
Competitor
Nestle has emerged as a significant competitor with about 24% market share.
Vision & Purpose
To align with our core purpose, Cadbury India has defined its Vision as "Life Full Of Cadbury and Cadbury Full of Life".
Our core purpose is "Working together to create brands people love".
SWOT Analysis
Strength (Internal) Weakness (Internal)
Strong brand names like Cadbury Lack of launch of new brands in Dairy Milk, Five star and Eclairs. Rich Chocolates segment. product mix. Support from the parent Cadbury Schweppes.
Opportunities (External)
The Indian market and more specifically the urban areas where the penetration of Chocolates is low can be developed as a future market through affordability and availability. Using information and technology to bring efficiency in logistics and distribution
Threats (External)
Stiff competition in Confectionery segment. The company has large exposure to foreign currency exchange rate risk, mainly on account of imported cocoa beans and cocoa butter in US Dollar and Pound Sterling.
Target market
Mothers Day
Christmas
Diwali
MUMS
MATURE ADULTS
Easter ADULTS Fathers Day TEENS KIDS Birthdays Valentines
Consumption of Cadbury
?The total confectionery market is valued at Rs. 23 billion
with a volume turnover of about 145000 tones per annum.
?The Category is largely consumed in urban areas with a 70%
skew to urban markets and a 30% to rural markets.
Chocolate Segment
? Dairy Milk
? 5 Star ? Perk ? Gems ? Crackle ? Temptations ? Éclairs
Food Drinks Segment
? Bournvita
? Drinking Chocolate
? Cocoa Powder
Branding
? The working concept of Cadbury name is to have all Brand portfolios
under ‘One Umbrella’.
? Branding is both the Product & Corporate. ? Cadbury has built strong brand equity through consistently high product
quality, relevant, insightful and entertaining communication.
Gifting and Snacking.
? Cadbury has developed new channels for marketing its brands such as
Brand Values
Cadbury’s strategy in identifying brand values is 4 fold
? Educate the Market : Health benefit Platform for Chocolate drinks
? Building Brand awareness : Brand ambassador Amitabh Bachchan.
Advertisement in Television, Newspapers
? Chocolates for any reason : Increase consumption-prompt action to buy
chocolates
? Encourage Seasonal Purchases: Gift sector comprises special occasions
(Diwali, Birthday, Valentine’s Day)
Brand Ambassador
? Mega star Amitabh Bachan is the company's Brand Ambassador.
? Amitabh plays a key role
in brand and product communication on Television, In print and Outdoor media.
Brand Ambassador
? There is a perfect fit between Amitabh Bachchan and Cadbury chocolates -
their timelessness, and the love and trust they both share with the people across India.
? Amitabh has a universal appeal that extends to everyone from 6 to 60, just
as Cadbury chocolates do.
? Amitabh Bachchan said, “Bringing smiles, spreading happiness and joy
amongst millions of people in India is what Cadbury and I shall be continuously working towards."
Marketing Mix
? Product : Bar Chocolates, Malted Drinks & Confectioneries
? Price : Twin proposition of Size & Affordability
? Place : Encompasses 2100 Distributors & 4,50,000 Retailers caters to
consumer base of 65mn
? Promotion : Cadbury employs all types of advertising from the internet to
posters, from TV, radio and cinema to print media.
Advertising – Packaging
Cadbury’s world famous packaging is comprised of 4 key elements:
? Distinctive packaging design
? The Cadbury corporate purple colour
? The glass and a half of full cream milk logo
? The Cadbury script logo.
Advertising – Packaging
These elements are designed to convey to consumers the memorability, distinctiveness and high quality of Cadbury products.
?
? They are communicated on the product itself, and on its promotional
campaigns and at the product’s point of sale.
Promotional Mix
The confectionery market is full of brands that need to fight for ones attention.
Advertising Strategy of Cadbury !!
? It helps to keep the brand in the mind of the consumer. ? In order to keep its product competitive and contemporary, these messages
are modified from time to time.
? Cadbury provides one of the most successful examples of how an
advertising message can be modified from one campaign to the next.
Advertising - Other Channels
Cadbury also advertises through different channels
? Kiosk’s
? News Papers
? Sponsorship
? Hoardings
? Shop Shutter paintings
Conclusion
? The success of the Cadbury brand can be seen in how its image is
continually maintained over time.
? Identifying brand values, and matching these to consumer lifestyles in
specific market segments has developed a clear advertising message. and competitive market
? Cadbury’s as a brand has proven itself to be a leader in a highly volatile
? Cadbury’s has successfully established nurtured and developed its umbrella
brand and growing portfolio of products
Bibilography
? Internet :
?www.cadburyindia.com
? Newspaper : ?The Times of India
Thank You
doc_497525846.ppt
This presentation explains on Cadbury's as a brand.It considers topics like branding, marketing, advertising, segmentation, target audience.
Cadbury
Cadbury a subsidiary of Cadbury Schweppes plc is a dominating player in the Indian chocolate market.
Market Share
Cadbury dominates the Indian chocolate market with a 70% market share.
Competitor
Nestle has emerged as a significant competitor with about 24% market share.
Vision & Purpose
To align with our core purpose, Cadbury India has defined its Vision as "Life Full Of Cadbury and Cadbury Full of Life".
Our core purpose is "Working together to create brands people love".
SWOT Analysis
Strength (Internal) Weakness (Internal)
Strong brand names like Cadbury Lack of launch of new brands in Dairy Milk, Five star and Eclairs. Rich Chocolates segment. product mix. Support from the parent Cadbury Schweppes.
Opportunities (External)
The Indian market and more specifically the urban areas where the penetration of Chocolates is low can be developed as a future market through affordability and availability. Using information and technology to bring efficiency in logistics and distribution
Threats (External)
Stiff competition in Confectionery segment. The company has large exposure to foreign currency exchange rate risk, mainly on account of imported cocoa beans and cocoa butter in US Dollar and Pound Sterling.
Target market
Mothers Day
Christmas
Diwali
MUMS
MATURE ADULTS
Easter ADULTS Fathers Day TEENS KIDS Birthdays Valentines
Consumption of Cadbury
?The total confectionery market is valued at Rs. 23 billion
with a volume turnover of about 145000 tones per annum.
?The Category is largely consumed in urban areas with a 70%
skew to urban markets and a 30% to rural markets.
Chocolate Segment
? Dairy Milk
? 5 Star ? Perk ? Gems ? Crackle ? Temptations ? Éclairs
Food Drinks Segment
? Bournvita
? Drinking Chocolate
? Cocoa Powder
Branding
? The working concept of Cadbury name is to have all Brand portfolios
under ‘One Umbrella’.
? Branding is both the Product & Corporate. ? Cadbury has built strong brand equity through consistently high product
quality, relevant, insightful and entertaining communication.
Gifting and Snacking.
? Cadbury has developed new channels for marketing its brands such as
Brand Values
Cadbury’s strategy in identifying brand values is 4 fold
? Educate the Market : Health benefit Platform for Chocolate drinks
? Building Brand awareness : Brand ambassador Amitabh Bachchan.
Advertisement in Television, Newspapers
? Chocolates for any reason : Increase consumption-prompt action to buy
chocolates
? Encourage Seasonal Purchases: Gift sector comprises special occasions
(Diwali, Birthday, Valentine’s Day)
Brand Ambassador
? Mega star Amitabh Bachan is the company's Brand Ambassador.
? Amitabh plays a key role
in brand and product communication on Television, In print and Outdoor media.
Brand Ambassador
? There is a perfect fit between Amitabh Bachchan and Cadbury chocolates -
their timelessness, and the love and trust they both share with the people across India.
? Amitabh has a universal appeal that extends to everyone from 6 to 60, just
as Cadbury chocolates do.
? Amitabh Bachchan said, “Bringing smiles, spreading happiness and joy
amongst millions of people in India is what Cadbury and I shall be continuously working towards."
Marketing Mix
? Product : Bar Chocolates, Malted Drinks & Confectioneries
? Price : Twin proposition of Size & Affordability
? Place : Encompasses 2100 Distributors & 4,50,000 Retailers caters to
consumer base of 65mn
? Promotion : Cadbury employs all types of advertising from the internet to
posters, from TV, radio and cinema to print media.
Advertising – Packaging
Cadbury’s world famous packaging is comprised of 4 key elements:
? Distinctive packaging design
? The Cadbury corporate purple colour
? The glass and a half of full cream milk logo
? The Cadbury script logo.
Advertising – Packaging
These elements are designed to convey to consumers the memorability, distinctiveness and high quality of Cadbury products.
?
? They are communicated on the product itself, and on its promotional
campaigns and at the product’s point of sale.
Promotional Mix
The confectionery market is full of brands that need to fight for ones attention.
Advertising Strategy of Cadbury !!
? It helps to keep the brand in the mind of the consumer. ? In order to keep its product competitive and contemporary, these messages
are modified from time to time.
? Cadbury provides one of the most successful examples of how an
advertising message can be modified from one campaign to the next.
Advertising - Other Channels
Cadbury also advertises through different channels
? Kiosk’s
? News Papers
? Sponsorship
? Hoardings
? Shop Shutter paintings
Conclusion
? The success of the Cadbury brand can be seen in how its image is
continually maintained over time.
? Identifying brand values, and matching these to consumer lifestyles in
specific market segments has developed a clear advertising message. and competitive market
? Cadbury’s as a brand has proven itself to be a leader in a highly volatile
? Cadbury’s has successfully established nurtured and developed its umbrella
brand and growing portfolio of products
Bibilography
? Internet :
?www.cadburyindia.com
? Newspaper : ?The Times of India
Thank You
doc_497525846.ppt