Description
Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury, except in the United States where it is made by The Hershey Company. It was introduced in the United Kingdom in 1905 by and now consists of a number of products. Every product in the Dairy Milk line is made with exclusively milk chocolate.
CADBURY DAIRY MILK MANUFACTURER:-CADBURY
PARENT :-Kraft foods
HEADQUARTER OF THE COMPANY:-London, United Kingdom
FOUNDED:-1824
? Cadbury Dairy Milk Crackle
? Cadbury Dairy Milk Roasted Almond ? Cadbury Dairy Milk Fruit and Nut ? Cadbury Dairy Milk Shots ? Cadbury Dairy Milk Silk ? Cadbury Dairy Milk Eclairs
SPECIFICATION AND FEATURES
? sweet without being sickly. ? creamy but you can taste the chocolate.
? inexpensive without being ‘cheap’.
? higher proportion of milk than other chocolate bars.
MARKET ANALYSIS
? global confectionery market is the world’s four largest
packaged food markets. ? 9% of that market, and has a value at retail of US$141 billion. ? Chocolate is the largest category, accounting for over half of the global confectionery market by value. Gum is the fastest growing confectionery category. ? Globally, confectionery is growing at around 5% p.a.,. ? By 2007 Cadburys held over 10% of the £731million confectionary market share .
CONSUMER ANALYSIS
? health conscious .
? Preference (or "taste") .
COMPETITOR ANALYSIS
? CDM has three main competitors: Krafts’ Milka, Mars’
Galaxy and Lindt.
? NESTLE AND AMUL.
SWOT ANALYSIS
STRENGTHS:? Strong presence in UK Confectionary Market. ? Familiar brand – strong loyalty. ? High financial strength ( £9971.4 million and 9.4%) ? Strong manufacturing competence, established brand name and leader in innovation. ? Understanding of consumer in the segments. WEAKNESSES:? Limited international experience beyond Europe ? Focus on mass-market products less premium (Green and Blackspartially addresses this) ? Limited portfolio (chocolate and beverage focus)
OPPORTUNITY
? Adapt to social trends and focussing on environmental, health
and ethical issues. ? Increase efficiency and reducing costs. ? New markets ? targeted acquisitions. THREATS: ? Introduction of Milka by parent company. ? Social changes: raised concerns over health, ethics, environmental and quality. ? Competitive pressure from premium chocolate companies like Krafts’ Milka, Mars’ Galaxy, Lindt,NESTLE And AMUL.
MARKETING STRATEGY
SEGMENTATION
Demographic Segmentation ? Age and Life Cycle ? Gender ? Income ? Generation Behavioral Segmentation ? Decision Roles ? Occasions ? Benefits
PRODUCT LIFE CYCLE OF CADBURY DAIRY MILK.
?INTRODUCTION ?GROWTH ?MATURITY ?DECLINE
Product mix
PRODUCT different variety of Cadbury Dairy Milk is available in the market .
PRICE ? Different price range
PLACE ? The prices of the cadbury dairy milk products vary in
respect of the products.
PROMOTION ? Television ads ? Out of home ? Board hoardings outside malls, city centers, ? Schools& colleges
FUTURE GROWTH DRIVERS
? Present dominance in the chocolates market to be
maintained. ? Average sales to grow at least at 20% p.a. for the next 3 years. ? 1 new major product to be launched every year. ? With control over costs and reduction in relative depreciation charge for the year, steadily increase margins
Refrences
? 1.google advance search.
? 2. www.cadbury .co.uk ? 3. Wikipedia
doc_441263938.ppt
Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury, except in the United States where it is made by The Hershey Company. It was introduced in the United Kingdom in 1905 by and now consists of a number of products. Every product in the Dairy Milk line is made with exclusively milk chocolate.
CADBURY DAIRY MILK MANUFACTURER:-CADBURY
PARENT :-Kraft foods
HEADQUARTER OF THE COMPANY:-London, United Kingdom
FOUNDED:-1824
? Cadbury Dairy Milk Crackle
? Cadbury Dairy Milk Roasted Almond ? Cadbury Dairy Milk Fruit and Nut ? Cadbury Dairy Milk Shots ? Cadbury Dairy Milk Silk ? Cadbury Dairy Milk Eclairs
SPECIFICATION AND FEATURES
? sweet without being sickly. ? creamy but you can taste the chocolate.
? inexpensive without being ‘cheap’.
? higher proportion of milk than other chocolate bars.
MARKET ANALYSIS
? global confectionery market is the world’s four largest
packaged food markets. ? 9% of that market, and has a value at retail of US$141 billion. ? Chocolate is the largest category, accounting for over half of the global confectionery market by value. Gum is the fastest growing confectionery category. ? Globally, confectionery is growing at around 5% p.a.,. ? By 2007 Cadburys held over 10% of the £731million confectionary market share .
CONSUMER ANALYSIS
? health conscious .
? Preference (or "taste") .
COMPETITOR ANALYSIS
? CDM has three main competitors: Krafts’ Milka, Mars’
Galaxy and Lindt.
? NESTLE AND AMUL.
SWOT ANALYSIS
STRENGTHS:? Strong presence in UK Confectionary Market. ? Familiar brand – strong loyalty. ? High financial strength ( £9971.4 million and 9.4%) ? Strong manufacturing competence, established brand name and leader in innovation. ? Understanding of consumer in the segments. WEAKNESSES:? Limited international experience beyond Europe ? Focus on mass-market products less premium (Green and Blackspartially addresses this) ? Limited portfolio (chocolate and beverage focus)
OPPORTUNITY
? Adapt to social trends and focussing on environmental, health
and ethical issues. ? Increase efficiency and reducing costs. ? New markets ? targeted acquisitions. THREATS: ? Introduction of Milka by parent company. ? Social changes: raised concerns over health, ethics, environmental and quality. ? Competitive pressure from premium chocolate companies like Krafts’ Milka, Mars’ Galaxy, Lindt,NESTLE And AMUL.
MARKETING STRATEGY
SEGMENTATION
Demographic Segmentation ? Age and Life Cycle ? Gender ? Income ? Generation Behavioral Segmentation ? Decision Roles ? Occasions ? Benefits
PRODUCT LIFE CYCLE OF CADBURY DAIRY MILK.
?INTRODUCTION ?GROWTH ?MATURITY ?DECLINE
Product mix
PRODUCT different variety of Cadbury Dairy Milk is available in the market .
PRICE ? Different price range
PLACE ? The prices of the cadbury dairy milk products vary in
respect of the products.
PROMOTION ? Television ads ? Out of home ? Board hoardings outside malls, city centers, ? Schools& colleges
FUTURE GROWTH DRIVERS
? Present dominance in the chocolates market to be
maintained. ? Average sales to grow at least at 20% p.a. for the next 3 years. ? 1 new major product to be launched every year. ? With control over costs and reduction in relative depreciation charge for the year, steadily increase margins
Refrences
? 1.google advance search.
? 2. www.cadbury .co.uk ? 3. Wikipedia
doc_441263938.ppt