Description
MARKET ANALYSIS OF CADBURY DAIRYMILK
Size of Chocolate Market
• Rs. 3,200 Crore • 30,000 tonne • Per-Capita Consumption is 110-120 gm • Cadbury has 65% value share • Cadbury has 62% volume share
Growth Rate
• Growing at 15% p.a. between 2008-2012
Future outlookGreat
• Rising per capita income • Increase of gifting culture in the country and replacement of traditional Indian sweets by Chocolate
Future Course of Action
• Entry into premium segment to battle the likes of Ferrero Rocher • Entry into the energy bar segment to take on the likes of Snickers • Increased penetration in the Rural Markets • Innovation in the chocolate product category
Vision
• ‘Cadbury's means quality: this is our promise. Our reputation is built upon quality: Our commitment to continuous improvement will ensure that our promise is delivered‘
Mission
• “Working together to create brands people love”
• To encapsulate an enormous Objective breath of emotions, from shared such as family of Dairy values togetherness, to the personal Milk values of individual enjoyment. It stands for goodness.
Strengths Strong international reputation Well-known force in marketing and distribution Positive perception among users about quality Well adjusted itself to Indian customs and traditions Repositioned itself in India whenever required
Weaknesses Low penetration in the rural market Relatively high priced brand Competitors have more diverse portfolio Competitors have greater international experience
SWOT
Threats Opportunities Potential for further growth Innovation
Low brand loyalty
Aggressive pricing and promotion activity by competitors Social Changes
BCG Matrix
5 Star Perk
Celebrations Temptations Bournville
Dairy Milk Bournvita Eclairs
Gems
Company
• Strong Market share • Trusted name
Suppliers
• Long association • Close relationship • Pioneers of cocoa cultivation
Distributors
• Long association • Various distribution channels
Micro-Environment
Competitors
• Slowly gaining ground • Price wars • Entering premium segment
Customers
• Loyalty • Emotional connect • Tapping cultural values
Public
• Changing perception of chocolates • Brand ambassador- Big B
Porter’s 5 forces Analysis
Pest Analysis
Segmentat ion
• Geographic
• Impulse Purchase Behavior
Targeting
• Children • Adults
Positioning
• Mazaa aa Gaya • Kuch Meetha Ho Jaye
• Families
• Gifting
• Shubh Aarambh
Product
• Chocolate Bar • Highest milk content • Dairy Milk, Dairy Milk Shots and Dairy Milk Silk
Price
• Competitive Pricing for basic product • Different SKUs(9.5 gms,20 gms,38 gms,42 gms,95 gms) • Same price across the country
Place
• 5 company owned manufacturing facilities in Thane, Induri (Pune) ,Malanpur , Bangalore and Baddi(Himachal Pradesh) • Distribution network of 2100 whole sellers and
How
• As a gift • As a snack • As a desert
Where
• Leading supermarkets, big chain stores • Kirana shops
When
• Impulsive –Big boxes near billing area and eye level shelves • Festive, special occasions
Media of advertisement
Age 0-10 10-20 20-30 Above 30
Form Hard Nutties Cruncy Chew
Television
Newspapers Hoardings
Factors affecting purchase Advertise Friends Packaging Brand Ambassador
Pack size
Small
Big Family Pack
Brochures
Display
Cadbury’s Digital Presence
Product
Nestle
Amul
Cadbury
Strengths
• • Parent support Very strong distribution network
Strengths
• Excellent distribution n/w ensures availability
Strengths
• Well adjusted itself to Indian customs and traditions Reposition whenever required
•
Weaknesses
• • Raw material supply- volatile prices Marketing campaign not too strong
Weaknesses
• • Limited international presence Demographic segmentation is very weak • •
Weaknesses
Rural Market Penetration power is not high
Promote Joyville
Expanding into cakes and cookies Introduce limited summer editions in India Penetrate market through Social media campaigns
doc_868938427.pptx
MARKET ANALYSIS OF CADBURY DAIRYMILK
Size of Chocolate Market
• Rs. 3,200 Crore • 30,000 tonne • Per-Capita Consumption is 110-120 gm • Cadbury has 65% value share • Cadbury has 62% volume share
Growth Rate
• Growing at 15% p.a. between 2008-2012
Future outlookGreat
• Rising per capita income • Increase of gifting culture in the country and replacement of traditional Indian sweets by Chocolate
Future Course of Action
• Entry into premium segment to battle the likes of Ferrero Rocher • Entry into the energy bar segment to take on the likes of Snickers • Increased penetration in the Rural Markets • Innovation in the chocolate product category
Vision
• ‘Cadbury's means quality: this is our promise. Our reputation is built upon quality: Our commitment to continuous improvement will ensure that our promise is delivered‘
Mission
• “Working together to create brands people love”
• To encapsulate an enormous Objective breath of emotions, from shared such as family of Dairy values togetherness, to the personal Milk values of individual enjoyment. It stands for goodness.
Strengths Strong international reputation Well-known force in marketing and distribution Positive perception among users about quality Well adjusted itself to Indian customs and traditions Repositioned itself in India whenever required
Weaknesses Low penetration in the rural market Relatively high priced brand Competitors have more diverse portfolio Competitors have greater international experience
SWOT
Threats Opportunities Potential for further growth Innovation
Low brand loyalty
Aggressive pricing and promotion activity by competitors Social Changes
BCG Matrix
5 Star Perk
Celebrations Temptations Bournville
Dairy Milk Bournvita Eclairs
Gems
Company
• Strong Market share • Trusted name
Suppliers
• Long association • Close relationship • Pioneers of cocoa cultivation
Distributors
• Long association • Various distribution channels
Micro-Environment
Competitors
• Slowly gaining ground • Price wars • Entering premium segment
Customers
• Loyalty • Emotional connect • Tapping cultural values
Public
• Changing perception of chocolates • Brand ambassador- Big B
Porter’s 5 forces Analysis
Pest Analysis
Segmentat ion
• Geographic
• Impulse Purchase Behavior
Targeting
• Children • Adults
Positioning
• Mazaa aa Gaya • Kuch Meetha Ho Jaye
• Families
• Gifting
• Shubh Aarambh
Product
• Chocolate Bar • Highest milk content • Dairy Milk, Dairy Milk Shots and Dairy Milk Silk
Price
• Competitive Pricing for basic product • Different SKUs(9.5 gms,20 gms,38 gms,42 gms,95 gms) • Same price across the country
Place
• 5 company owned manufacturing facilities in Thane, Induri (Pune) ,Malanpur , Bangalore and Baddi(Himachal Pradesh) • Distribution network of 2100 whole sellers and
How
• As a gift • As a snack • As a desert
Where
• Leading supermarkets, big chain stores • Kirana shops
When
• Impulsive –Big boxes near billing area and eye level shelves • Festive, special occasions
Media of advertisement
Age 0-10 10-20 20-30 Above 30
Form Hard Nutties Cruncy Chew
Television
Newspapers Hoardings
Factors affecting purchase Advertise Friends Packaging Brand Ambassador
Pack size
Small
Big Family Pack
Brochures
Display
Cadbury’s Digital Presence
Product
Nestle
Amul
Cadbury
Strengths
• • Parent support Very strong distribution network
Strengths
• Excellent distribution n/w ensures availability
Strengths
• Well adjusted itself to Indian customs and traditions Reposition whenever required
•
Weaknesses
• • Raw material supply- volatile prices Marketing campaign not too strong
Weaknesses
• • Limited international presence Demographic segmentation is very weak • •
Weaknesses
Rural Market Penetration power is not high
Promote Joyville
Expanding into cakes and cookies Introduce limited summer editions in India Penetrate market through Social media campaigns
doc_868938427.pptx