Case study

Mondelez India Foods Ltd.

(Company)
5-Star
(Product)

Presented by:
Anjali Soni
Pune Institute of Business Management
Date: 13-06-2020
 Confectionery Sector

The confectionery market in India includes chocolates, sugar boiled confectionery,

hard-boiled candies, toffees and other sugar-based candies and edible gums.
The Indian confectionery market is going through rapid changes in terms of trends
and consumer behavior pattern. The industry is being benefitted from the country’s
economic boom, and growth in consumer spending. This higher consumer spending is
also driven by the new found mall culture and changing lifestyle.
The entry of various multinational companies in the Indian confectionery market has
not only increased the competition but also the per-capita consumption, by launching
new products at affordable prices, and creating awareness among the buyers through
advertisements and promotional campaigns.
The confectionery market of India is divided into three segments: chocolate, sugar
confectionery and gum market.

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 Chocolate (Sub- Sector)

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 Reason for Growth of Chocolate Sector in India
India chocolate market reached a value of US$ 1,682 Million in 2019
with the country currently representing one of the world’s fastest
growing markets for chocolates. India’s strong economic growth over
the past decade has catalyzed the country’s per capita disposable
incomes resulting in the strong growth of the chocolate industry. As a
result, consumers are now buying chocolates for everyday consumption
rather than just special occasions. Another major factor driving the
chocolate industry is the country’s large young population which
represents a key consumer segment for chocolates. Currently around
half of the total population in India is below the age of 25 years and two
thirds are below the age of 35 years. Other factors driving the market
include changing lifestyles, westernization, growth of the food services
sector, value addition, etc. Driven by these factors chocolates are
replacing traditional sweets in the country
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 Mondelez India Food Limited
Mondelez India Food Limited, previously known as Cadbury
India, is a subsidiary of Mondelez International Group of
Companies. They believe in creating moments of joy for their
customer by producing best quality products in chocolate
confectionaries, gum and candy products, and popular
beverages.

Over the years they have won their customers' hearts, making
them the market leaders in the chocolates category in India.
Their flagship brand Cadbury Dairy Milk (CDM) is considered
the "Gold Standard" for chocolates - the pure taste of CDM
defines the chocolate taste for the Indian consumer. Their other
much loved brands include Cadbury Bournvita, CDM Silk,
Cadbury Chocolairs, Gems, 5-Star, Perk, Bournville,
Celebrations,
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 Contributing Brand for Mondelez International
Mondelez's portfolio of food and snack brands are organized into five product
categories. Its two largest -- biscuits (cookies, crackers, and salted snacks) and
chocolate -- together account for about 75% of total revenue. The remaining product
categories include gum & candy (some 15%), cheese & grocery (more than 5%), and
beverages (about 5%).

The company's multitude of brands include:

• Cadbury,
• Nabisco,
• LU,
• Kinh Do Corporation,
• Freia.

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 Competitor Analysis

Percentage Market Share

Others
Mars 8%
Ferrero 5%
3%

Nestle
18%

Mondelez
63%

Amul
3%

Mondelez Amul Nestle Ferrero Mars Others

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 Varieties of Product offered in the Market
Cadbury India introduced 5-star chocolate candy bar in 1969 and since then different
variety of this product segment either is different sizes or in flavour have been
launched.
• Cadbury 5-star Classic

• Cadbury 5-star Fruit and Nut

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• Cadbury 5-Star Crunch

• Cadbury 5-Star Chomp

• Cadbury 5-Star 3D

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 Similar Product offered by Competitors
• Nestle- Bar One and Milkybar Moosha
• Mars- Mars Bar, Galaxy and Snickers and Twix
• Cadbury Fuse- Similar product by Mondelez India Food Limited

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