Presentation on Marketing Planning

Cadbury

Chocolate
Submitted by--Group No 3

Submitted to-Prof. Kamal Gupta

Hussain
Pronita
Rashi
sadhna
 Contents
Executive Summery
Company Analysis
Customer Analysis
Competitor Analysis
SWOT Analysis
PEST Analysis
Market Segmentation
Selected marketing Strategy (4Ps)
Short and Long term projection
Conclusion
 Executive Summery
Cadbury India is a food product company with
interests in Chocolate Confectionery, Milk Food
Drinks, Snacks, and Candy. Cadbury is the market
leader in Chocolate Confectionery business with a
market share of over 70%. Some of the key
brands of Cadbury are Cadbury Dairy Milk, 5 Star,
Perk, Eclairs, Celebrations, Temptations, and
Gems. In Milk Food drinks segment, Cadbury's
main product - Bournvita is the leading Malted
Food Drink in the country.
 Executive Summery

Sell three kinds of confectionery: chocolate,

gum and candy
operates in over 60 countries.
35,000 direct and indirect suppliers.
187 years old.
45,000 people are employed.
 Company Analysis
The Company
Parent Company: Cadbury plc

Indian Subsidiary: Cadbury India Ltd (CIL)

Cadbury is the Worlds No 1 confectionery

company and is 200 years young...

The Mission
Mission Cadbury in every pocket
Company Analysis
 Customer Analysis
Important factors for Customer (Value drivers)
 Customer Analysis
Customers Decision making Process
 Competitor Analysis
1. Cadbury - Cadbury, 5 Star, Bytes (chocolate
snack), Celebration, Dairy Milk, Gems, Perk

2. Nestle - Bar One, Kit Kat, Milky bar, Munch,

Nestle

3. Amul - Amul (Chocozoo, Chocomines)

4. Dairy Milk is the market leader

5. 5 Star (heritage brand which came to India in

1969) has a market share of over 14%
Competitor Analysis
 SWOT Analysis
Strength
Reputed internationally as the topmost chocolate
provider in the world.
The brand is well known to people & they can
easily identify it from others.
Cadbury the world leaders in chocolate, is a well-
known force in marketing and distribution.
Users have a positive perception about the
qualities of the brand.
Cadbury has well adjusted itself to Indian custom.
 SWOT Analysis
Weaknesses
There is lack of penetration in the rural market
where people tend to dismiss it as a high end
product. It is mainly found in urban and semi-urban
areas.

It has been relatively high priced brand, which is

turning the price conscious customer away.

People avoid having their chocolate thinking

about the egg ingredients.
 SWOT Analysis
Opportunities

The chocolate market has seen one of the

greatest increases in the recent times (almost @
30%)

There is a lot of potential for growth and a huge

population who do not eat chocolates even today
that can be converted as new users.
 SWOT Analysis
Threats
There exists no brand loyalty in the chocolate
market and consumers frequently shift their
brands.

New brands are coming and existing brands are

introducing new variants to add up to an already
overcrowded market.
 PEST Analysis
Political

Political decisions can affect Cadburys, 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.

The Government is very concerned about

obesity. Heart problems are costing the NHS more
 PEST Analysis
Economical
If the minimum wage was brought down, this
would mean more money for Cadburys but would
also result in low sales from the consumers.

The interest rates can have an affect on

Cadburys. If the interest rates were high then
Cadbury would not want to borrow as much
money for expansion.
 PEST Analysis
Social
Trend in snacking increase in people eating on
the go (Vending machines)

Local residents with small businesses near

Cadburys World would benefit from the money
that is being brought in by visitors.

More people are health conscious will read

ingredient content.
 PEST Analysis
Technological
Better equipment

Cost of machinery

New machinery

Maintenance
 Market Segmentation
Demographic
Age Group (3 years to 18 years)
(18 years to 25 years)
(25+ years)
Behavioral
Occasions- Diwali, Rakhsha Bandhan etc.

Psychographic
Cadbury become a part of lifestyle.
 Marketing Strategy (4Ps)
Product
Cadbury dairy milk Bubbaloo
5 Star Bournville
Perk Dairy milk silk
Celebrations Halls
Temptations
clairs
Gems
 Marketing Strategy (4Ps)
Price

Discount-Discount offers in festive Sessions.

Price is an important element of the marketing

mix. The price charged for a chocolate bar can
determine whether a consumer will buy it and the
level of sales achieved can determine whether or
not Cadbury Schweppes will make a profit
 Marketing Strategy (4Ps)

Place
Cadbury dairy milk is produced at the chocolate
factory

Manufacturing facilities at:

1) Thane, 2) Induri (Pune), 3) Malanpur (Gwalior),
4) Bangalore 5) Baddi (Himachal Pradesh)
 Marketing Strategy (4Ps)

Promotion
Advertisement on TV.

Internet.

Newspapers, Magazines.

Hoarding

Promotion Through Brand Ambassadors.

 Short & Long term Projection

Cadbury should bring out new products for health

conscious people.

It should continue to promote itself as substitute

to mithai.

Should use Indian ads and avoid global ads in

India.

New flavors should introduce like strawberry,

orange, vanilla etc.
 Conclusion

There is an immense scope for chocolate

industry in India.

Understanding consumer preferences and

demands is the key to growth.

Pricing, quality , flavors and pack size are some

of the important factors.

Brand loyalty should be maintained.

Thank
You