Vindhya institute of science&

technology

Submitted to Mr.harish bappt

Submitted by sonurathore
&shweta awsthi
Title
Organization details:
Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft
Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick
meals.

With annual revenues of approximately $50 billion, the combined company is the world's
second largest food company, making delicious products for billions of consumers in
more than 160 countries. We employ approximately 140,000 people and have
operations in more than 70 countries.

In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of
existence, it today has five company-owned manufacturing facilities at Thane, Induri
(Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales

offices (New Delhi, Mumbai, Kolkota and Chennai). The corporate office is in Mumbai .
Product lines:
A:-chocolate
1-Dairy milk

2-5 star
3- perk5

4-Celebration
5-Eclairs

6-Gems
B:-Snacks
Bytes
C-Beverages:
Bournvita
D:-Candy
Halls
Core purpose
Our core purpose "make today delicious" captures
the spirit of what we are trying to achieve as a
business. We make delicious foods you can feel
good about. Whether watching your weight or
preparing to celebrate, grabbing a quick bite or
sitting down to family night, we pour our hearts into
creating foods that are wholesome and delicious.

Cadbury enjoys a value market share of over 70% -

the highest Cadbury brand share in the world! Our
billion-dollar brand Cadbury Dairy Milk is considered
the "gold standard" for chocolates in India. The pure
taste of CDM defines the chocolate taste for the
Indian consumer
Facts&figures
The total confectionery market is valued at Rupees 41
billion with a volume turnover of about 223500 tonnes per
annum. The category is largely consumed in urban areas
with a 73% skew to urban markets and a 27% to rural
markets.

Overall industry growth is estimated at 23% in the

chocolates segment and sugar confectionery segment has
declined by 19%.
Cadbury with Dairy Milk, Perk, Gems, 5 Star,
Celebrations, Bytes, Dairy Milk Eclairs, Eclairs
 
 
Milk Beverages The Milk Beverages industry is valued at
Rupees 16.1 billion with an annual turnover of approx
63,000 tonne
Unique selling preposition
 Brand image
 Reliable company

 Tasteful & delicious product

Marketing strategy
Marketing
strategy is a plan of action which is used by
many businesses around
the world, which helps the business meet
its aims and objectives, it
can also assist a business when launching
a new product as it helps to
identify which different strategies would be
best to use.
 Marketing
strategies can be split into two
main categories which are:

1:- Short term

2:-Long term
Essential element for developing
marketing strategy

 Market penetration
 Product development
 Market development
 Diversification
Best marketing strategy for Cadburys:
The following list helps to show which marketing strategy from
the
ansoff matrix would be best for Cadburys to use:

· If Cadburys was to use market penetration for there product,

I feel
this would not help at all as the current product.

· If Cadburys was to use product development for there

product, I feel
this could possibly be successful, although after the failure of
there

previous product people may not buy there new product.

If Cadburys was to use market development, I feel that again
there
could possibly be a chance of success, as they may have
aimed there
previous product at the wrong market, although people from
the new
market may also not be keen to buy there product.

· It is clear that if Cadburys was to use diversification and aim

a
new product at a new market, there would be a high chance of
success
as long as the new product was to meet customer needs,
which can be
done through extensive market research to help gather an
idea of

people who would regularly purchase there product.

Marketing Objectives
Before a business such as Cadburys can decide on which market strategy
they will be using, they must take into consideration that correct and
precise marketing objectives are set to help the business to become as
successful as possible in the future. The best way for a business to
ensure that they set realistic and achievable objectives would be by
following the acronym of SMART, this helps identify points which need
to be checked by a business to make sure high-quality objectives are
being set to maintain high sales for the product.
To be continued:
The acronym SMART is short for the following which all need to be
checked over by businesses when setting its marketing strategy:

· Specific

· Measurable

· Achievable

· Realistic

· Timed

For a business such as Cadburys to be successful within such a

competitive market, good quality objectives must be set.

The following is a list of objectives Cadburys could set themselves to

ensure that they are successful with the launch of there new product:
SWOT Analysis
Strengths:
Cadbury would realize several possible advantages in going
abroad. By penetrating a foreign market the company could:
• Maintain a stable growth of a company by maximizing the
use of its production capacity and thus increase economies of
scale and scope.
• With its brand name, Cadbury could counterattack the
competitors it faces in the domestic market by attacking their
domestic market.
• Keep up with the financial strength by increasing its sales
and profit, indeed the foreign market could present higher

profit opportunities than the domestic products .

Weakness:
Total French production of chocolate bars and confectionary,
which has increased by 24.5 per cent between 1988 and
1991, has slowed down in more recent years, partly due to the
economic slump.
• Consumption of chocolate products, which has been growing
until 1991, remained fairly static in 1992, reflecting a fall in
demand due to the gloomy economic situation.
• Sales of milk chocolate bars, which account for 24 per cent
by volume of total sales of chocolate bars, decreased by 3.7
per cent
Opportunity:
Economically, France has the fourth largest Gross Domestic
Product in the world. It is a first-world advanced market based
economy. Despite a recent recession, its economy is very
strong and also highly deregulated in line with European Union
policies. France represents a very large potential market with
a high standard of living and purchasing power. The economy
is highly open internationally and conducts a high percentage
of trade within its European partners.
• With regards to its social situation, France has a broadly
central/southern European culture which has many similarities
with the UK. However cultural differences do exist and these
must be considered when planning for the market.
• France has a high technological level and a lot of industries
are based in the technological sector
Threats:
Not understand foreign customer preferences and fail to offer
a competitively attractive product;
• Not understand the foreign country’s business culture or
know how to deal effectively with foreign nationals;
• Underestimate foreign regulations and incur unexpected
costs.
• Threat of entry due to the competition growing through
acquisition