mf presentation.pptx

7/31/2019 MF Presentation.pptx

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Marketing Finance- Presentation

Presented by

Pratik Tambe


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Company Profile

Cadbury India Ltd. is a fully owned subsidy of KraftFoods Inc.

Cadbury was incorporated in India on 19th July, 1948.

Cadbury began its operations in India by importing

chocolates.

Currently, Cadbury India operates in four categories:

chocolate confectionery, milk food drinks, beverage

and candy & gum category.


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Global Reach Approximately $50 billion in revenues

25%+ of global revenue from emerging markets

#1 in global confectionery More than 50% of global revenue from snacks and

confectionery

Brand Portfolio

11 brands with more than $1 billion in revenue

80% revenue from #1 share positions

Continued..


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Brand Elements

Brand Name: Cadbury

The Logo:

The Tagline/ Slogan:1. Kuch Meetha HoJaye

2. Kyunki Sirf Shagun Hi Kaafi Nahin3. You don't just buy a Bournville; you earn it

Brand Ambassador: Amitabh Bachchan

Trademark Colors: Purple


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Product Mix

Chocolate confectionery: Dairy Milk,

Bournville,

5-Star,

Perk,

Gems,

Eclairs,

Shots

Bubaloo Gums

Halls

Beverage: Bournvita

Tang

Snacks/Biscuit:

Oreo

Bytes

Cooking products:

Cooking Chocolate

Cocoa


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Product Life Cycle


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Product Development

Product development considered for snack bars such

as Dairy Milk, Bournville.

Chocolate square separated and made 50% thinner;

improves perceived quality, reduces health concerns

and encourages sharing.


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Marketing Mix


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Product

Quality

Packaging

Available sizes


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Place

High End Grocers(HEG )

Food Stores

Supermarket/Hyper market Chemists

Low End Grocers(LEG)

Location

All over INDIA


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Promotion

Promotional Medium Television

Website

Print media

Visual display and Hoardings

Promotional Programs

Advertising Superior marketing & Publicity

Bournvita Quiz contest

Cadbury delicious book


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Price

Premium Dark Chocolate: Bournville

Mid price range: Cadbury Dairy Milk: Withflavor variants like fruit and nut, almond etc.

Lower price point: Cadbury Five star, Perk,Gems, Shots etc.


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Segmentation

Geographic Segmento REGION: countrywise;province-wise; city-wise etc

o Demographic segmentation:(A) age: under 13, 13-35,over 35

(B) gender: male, female, children(C ) income: upper middle & lower class people

Impulse Segment- For eating then and there.

Khaane walo ko khane ka bahana chahiye

Gift Segment- Purchased to gift some one.


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Target Market

The prospective customers of Cadbury have

changed have changed from kids to adults-

including every family member to celebrate any

occasion with Cadbury products.


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Positioning

For kids across India, The word Cadbury is synonymous with chocolates.

CDM positioned as The perfect expression of love

Mazza aa gaya

Spontaneous, carefree, special, real moments.

" Kuch Meetha ho jaye The brand want itself to be synonymous with Sweet.


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STRENGTHS

-Distribution Network

-Market Share

-Aggressive Marketing

-Rich product mix.

WEAKNESS

- Little penetration in the rural sector.

THREATS

-Rise in the cost of chocolate and dairy products.-Entry of many foreign players in the IndianConfectionary market, which are giving higher

margins to the retailers.

-The company has large exposure to foreigncurrency exchange rate risk

OPPORTUNITIES

Co-branding with other manufacturers of foodand drink

SWOT


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Operation in IndiaManufacturing plants:

Thane

Induri (Pune)

Malanpur (Gwalior)

Bangalore

Baddi (Himachal Pradesh)

4 sales offices:

New Delhi

Mumbai

Kolkata

Chennai

Corporate/Head office:

Mumbai


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Competitors


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Cadbury Dairy Milk & Bournvita have been declared a"Consumer Superbrand" for 2006-07 by Superbrands India.

Cadbury India has been ranked 5th in the FMCG sector, in a

survey on India's most respected companiesby sectorconducted by Business World magazine in 2007.

Cadbury India has been ranked as the 7th Great Place to Workand the No. 1 FMCG company in India in 2008.

Asian Marketing Effectiveness Awards 2008 for BournvitaFolk/Fusion campaign - GOLD award for the "Best Insights andStrategic Thinking" and SILVER award for the 'Most EffectiveUse of Advertising'.

Achievements


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Thank You

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