138325968 fmcg marketing cadbury
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AIMS
MARKETING APPLICATIONS & PRACTICES
FMCG MARKETING
CADBURY DAIRY MILK ACTIVE
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FMCG INDUSTRY
DEALS WITH THE PRODUCTION,
DISTRIBUTION AND MARKETING
OF CONSUMER PACKAGED GOODS.
FMCG ARE PRODUCTS THAT
CONSUMED BY THE CONSUMERS AT A REGULAR INTERVALS
AT RELATIVELY LOW COST
DON'T REQUIRE A LOT OF THOUGHT, TIME AND FINANCIAL INVESTMENT TO
PURCHASE
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PERSONAL CARE
ORAL CARE
HAIR CARE
SKIN CARE, COSMETICS,
DEODORANTS
PERFUMES..
HOUSEHOLD CARE
LAUNDRY SOAPS
MOSQUITO REPELLENTS
DISH CLEANERS
FOOD & BEVERAGES SOFT DRINKS,
BAKERY PRODUCTS
TEA, COFFEE
VEGETABLES .
FMCG CATEGORY & PRODUCTS
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HISTORY
Cadbury plcis a British confectionery company which began its operations in India
in 1948.
It has manufacturing facilities in Thane, Induri (Pune) and Malanpur (Gwalior),Bangalore and Baddi (Himachal Pradesh)
By 1969, the groups growth was rapid and also listed itself at Indian Stock
Exchange
Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.
Cadbury plc was acquired by Krats food in feb 2010 and now they are the largest
confectionary company in the world
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INTRODUCTION
Early 90's, Meant for kids',
Mid 90's , `Real Taste of Life' campaign,
`just for kids ---- kid in all of us
Campaigns:
'Khanewalon Ko Khane Ka Bahana Chahiye'
'Pappu Pass Ho Gaya
Shubh Aarambh--Koi bhi shubh kaam karne
se pehle kuch meetha khalena chahiye.
Kaam acha hota hai.
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CURRENT PRODUCTS
Product Brand:
Chocolates:
5star
Perk Dairy Milk
Celebration
Temptations
Eclairs
Gems
flake
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CURRENT PRODUCTS
Snacks:
Bytes, Cadbury Snaps
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CURRENT PRODUCTS
Beverages:
Bournvita
Candy:
Halls
Gums:
Bubbaloo
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MARKET SHARE
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SWOT
STRENGTHS
The third largest soda (soft drink) company.
The fourth largest confectionary company in the world
Products are sold over 200 countries.
Around 10 Billion Pounds of market capitalization
Owns brands such as Orangina, Snapple, Dr. Pepper,
7 Up, Motts, Bubbilicious and Trident
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SWOT
WEAKNESSES
Very few new products are created by own group.
Small range of products.
The company has relatively high prices
Transportation and its costs giant because of the companies size
Production costs high due to manufacture of most products taking
place mainly in the UK
Quality of new products is automatically expected to be very good
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SWOT
OPPORTUNITIES
Expand into new markets
Produce new products
Try different types of businesses.
Acquisition of more famous and well known brand names
Leadership in Soft Drink market
Expand product range in order to target multiple user groups
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SWOT
THREATS Rise of transportation prices
Other companies such as Nestle who also strive for market
leadership
Change in laws that inhibit production or sales in any way
Rationale for being listed questionable (small market cap and one
major shareholder)
Exposed to tight labour market and wage inflation
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Industry Competitors
(Segment Rivalry)
Low
Suppliers
(Supplier Power)
High
Potential Entrants
(Threat)
Low
Buyers
(Buyers power)
Medium
Substitutes
(Threat Of Substitutes)
Medium
PORTERS FIVE FORCE MODEL
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PEST ANALYSIS
Political
Any change in laws orregulations, especiallyconcerning international
trade and food labelingcould greatly affect Cadbury
Awareness of the FoodSafety Act
Cadbury needs to makesure none of its companiesare breaking laws in theproduction, and for exampleemploying children orpaying under minimumwage. Otherwise, scandalsand lawsuits would greatlyhurt Cadburys reputation
Economical
World economy relativelygood at the moment, wouldsupport the launch of a new
chocolate bar High consumer spendingand low interest rates alsoencourage a new product
Confectionary market isgrowing, very high salesand still many uncoveredsegments
Social
Many people trying to eathealthy and cut down onconfectionary goods and
soft drinks due to thecurrent skinny is beautifultrend
Public opinion of Cadburysis high, no major concernsto stop consumers frombuying their products
Technological
Production is high due tohigh technology machinesand factories enabling high
quality mass production Medias such as theinternet, television and theradio enable large amountof cheap advertisement
Internet is a good place tosell goods, evenconfectionary ones.Provides a new consumergroup with access toCadbury and allows evenlarger sales due to a largeroverall consumer group
THE LAUNCH STRATEGY OF CADBURY
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THE LAUNCH STRATEGY OF CADBURY
DAIRY MILK ACTIVE
Marketing Mix:
Product
Price
Place (distribution)
Promotion.
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NEW PRODUCT
Herbal Chocolate Anti-oxidant
Herbal Chocolate Energy
Chocolate Hoodia
Chocolate Ginseng
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OUR NEW PRODUCT DEVELOPMENT WITH HEALTH
BENEFITS!
Merging chocolate with herbs to create a healthy delicious synergy.
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BENEFITS
1. Herbal Chocolate Anti-oxidant
2.Herbal Chocolate Energy
(mental alertness & energy and mood elevator )
3.Chocolate Hoodia
( curbs appetite & gives control over eating)
4.Chocolate Ginseng
( Natural Adaptogen & top health and vitality herb )
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PRICEWe have chosen a low price strategy to attract our target
customers.
10 gms Rs. 15
20 gms Rs. 25
50 gms Rs. 75
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PLACEMetropolitans cities
Mumbai
Delhi
Kolkata
Bangalore
Pune
Chennai
Ahmedabad
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PROMOTION
Advertising ( Radio & T.V)
Free Samples for tasting
Retail outlets & Malls
Print media
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SEGMENTATION
Geographic:(Urban & Semi-Urban)
Demographic:
(All age groups)
Psychographic
(Lifestyle)
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TARGETING
It is mainly targeted towards health conscious
people like Athletes and Models.
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POSITIONING
It will be positioned as a chocolate which satisfies the taste
buds without affecting the health.
A chocolate to be enjoyed without any worries about health.
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DIFFERENTIATION
UNIQUE PRODUCT
VARIETY
HEALTHY & TASTY
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FINANCIAL OBJECTIVE
To make the brand financially more sound &
profitable
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BUDGETING
RAW MATERIAL(INCLUDING THAT OF HERBAL)
50,00,000
MACHINERY 1,50,00,000
PR ACTIVITIES 1,00,00,000
MARKET RESEARCH 15,00,000
OTHER EXPENSES 15,00,000
PACKING AND DISTRIBUTION EXPENSES 25,00,000
PROMOTION EXPENSES
5,00,00,000
8,55,00,000
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CONT..
UNITS RS/UNIT INCOME
Rs 15 * 50,000 boxes 50,000*100 50,00,000 15 7,50,00,000
Rs 25 * 30,000 boxes 30,000*100 30,00,000 25 7,50,00,000Rs 75 * 20,000 boxes 20,000*100 20,00,000 75 1,50,00,000
100,00,000 16,50,00,000
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THANK YOU!!