cadbury product profile

8/10/2019 Cadbury Product Profile

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2011

Manohar Prasad.

IB+IT, (2010-12) Batch

4/25/2011


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Product Profle/ ad!ur" #a$r" M$l%.

Manohar Prasad/ 2010-12/ IB+IT/1&&&/010'000' Pae 2


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ONTENTS

Sr. No

. Index Page No.

1. ompany Overview 4

2. adbury Mile!one "

#. $iion % Miion &

4. Ob'e(!ive o) Survey *

". Mar+e!ing ,eear(- Pro(e *

&. airy Mil+ /

*. 0ore(a!ing % E!ima!ing emand

Manohar Prasad/ 2010-12/ IB+IT/1&&&/010'000' Pae '


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/. 0a(!or 1

. Mar+e! Segmen!a!ion 11

1. 3rand elemen! 1#

11. P 14

12. Mar+e! Pla(e 1"

1#. , % 1"

14. S5OT 6nalyi 1&

1". iveri)i(a!ion 1*

1&. on(luion 1/

1*. ,e)eren(e 1

OMP6N7 O$E,$IE5

adbury began i! opera!ion in 14/ by impor!ing (-o(ola!e and !-en

re8pa(+ing !-em be)ore di!ribu!ing i! in !-e Indian mar+e!. 6)!er &2

year9 i! i -aving )ive (ompanie a! T-ane9 Induri :Pune;9 Malanpur

:ol+a!a and -ennai;. T-e (orpora!e o))i(e i in

Mumbai.



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T-e (ompany? main

purpoe i @5or+ing !oge!-er !o (rea!e brand

people loveA (ap!ure !-e piri! o) w-a! we are !rying !o a(-ieve a a

buine. 5e (ollabora!e and wor+ a !eam !o (onver! produ(! in!o

brand.

Simply9 @we pread -appineBC

urren!ly adbury India opera!e in !-ree e(!or viD. -o(ola!e

on)e(!ionery9 Mil+ 0ood rin+ and in !-e andy (a!egory.

In !-e -o(ola!e on)e(!ionery buine9 adbury -a main!ained i!

undipu!ed leader-ip over !-e year. Some o) !-e +ey brand are

adbury airy Mil+9 " S!ar9 Per+9 (lair and elebra!ion. adbury

en'oy a value mar+e! -are o) over *F 8 !-e -ig-e! adbury brand

-are in !-e worldC adbury i !-e Agold !andardA )or (-o(ola!e in

India. T-e pure !a!e o) M de)ine !-e (-o(ola!e !a!e )or !-e Indian

(onumer.

In !-e Mil+ 0ood drin+ egmen! our main produ(! i 3ourn vi!a 8 !-e

leading Mal!ed 0ood rin+ :M0; in !-e (oun!ry. Similarly in !-e

medi(a!ed (andy (a!egory =all i !-e undipu!ed leader.

T-e adbury India 3rand S!ra!egy -a re(eived (oni!en! uppor!

!-roug- imple bu! imagina!ive ex!enion !o produ(! (a!egorie and

di!ribu!ion. 6 good example o) !-i i !-e developmen! o) 3y!e. ripy



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wa)er )illed wi!- (o(a (ream in !-e )orm o) a bagged na(+9 3y!e i

poi!ioned a AT-e new (on(ep! o) wee! na(+ingA. I! deliver !-e

!a!e o) (-o(ola!e in !-e )orm o) a lig-! na(+9 and !-u -erald !-e

en!ry o) adbury India in!o !-e growing bagged Sna(+ Mar+e!9 w-i(-

-a been domina!ed un!il now by Sal!ed 3agged Sna(+ 3rand. 3y!e

wa )ir! laun(-ed in Sou!- India in 2#.

Sin(e 1&" adbury -a alo pioneered !-e developmen! o) (o(oa

(ul!iva!ion in India. 0or over !wo de(ade9 we -ave wor+ed wi!- !-e

>erala 6gri(ul!ure Gniveri!y !o under!a+e (o(oa reear(- and releaed

(lone9 -ybrid !-a! improve !-e (o(oa yield. Our o(oa !eam vii!

)armer and advie !-em on !-e (ul!iva!ion ape(! )rom plan!ing !o

-arve!ing. 5e alo (ondu(! )armer mee!ing % eminar !o edu(a!e

!-em on o(oa (ul!iva!ion ape(!. Our e))or! -ave in(reaed (o(oa

produ(!ivi!y and !ou(-ed !-e live o) !-ouand o) )armer.

6I,7 MI>

T-e varian! 0rui! % Nu!9 ra(+le and ,oa! 6lmond9 (ombine !-e !a!e

o) adbury airy Mil+ wi!- a varie!y o) ingredien! and are very

popular among! !een % adul!.

Today9 @ adbury airy Mil+ alone -old #F value -are o) !-e Indian

(-o(ola!e mar+e!B.

Manohar Prasad/ 2010-12/ IB+IT/1&&&/010'000' Pae


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Manohar Prasad/ 2010-12/ IB+IT/1&&&/010'000' Pae *


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Manohar Prasad/ 2010-12/ IB+IT/1&&&/010'000' Pae


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P,OG T I0E 7 E O0 63G,7 6I,7

MI>.

H Produ(! -ave limi!ed li)e.

H Produ(! ale pae !-roug- di!in(! !age9 ea(- poing di))eren!

(-allenge9 oppor!uni!ie and problem !o !-e eller.

H Pro)i! rie and )all a! di))eren! !age.

H Produ(! reuired di))eren! mar+e!ing9 )inan(ial9 manu)a(!uring9 =,

and reour(e !ra!egy in ea(- li)e (y(le !age.

INT,OG TION


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Mar+e! pla(e

adbury opera!e in !-e global (on)e(!ionery mar+e!. T-e mar+e! i

large9 growing and -a a!!ra(!ive dynami(. T-e global

(on)e(!ionery mar+e! i !-e world? )our large! pa(+aged )ood

mar+e!. I! repreen! F o) !-a! mar+e!9 and -a a value a! re!ail

o) GSJ141 billion. -o(ola!e i !-e large! (a!egory9 a((oun!ing

)or over -al) o) !-e global (on)e(!ionery mar+e! by value.


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S5OT 6nalyi o) adbury

S!reng!-

adbury i !-e large! global (on)e(!ionery upplier9 wi!- .F

o) global mar+e! -are.

=ig- )inan(ial !reng!- :Sale !urnover 1*9 L**1.4 million and

.4F;

S!rong manu)a(!uring (ompe!en(e9 e!abli-ed brand name and

leader in innova!ion.

6dvan!age !-a! i! i !o!ally )o(ued on (-o(ola!e9 (andy9 (-ewing

gum

5ea+nee

T-e (ompany i dependen! on !-e (on)e(!ionery and beverage

mar+e!9 w-erea o!-er (ompe!i!or e.g. Ne!le -ave a more

divere produ(! por!)olio9 w-ere pro)i! (an be ued !o inve! in

o!-er area o) !-e buine and ,%.

O!-er (ompe!i!or -ave grea!er in!erna!ional experien(e 8

adbury -a !radi!ionally been !rong in Europe. New !o !-e GS9

poible la(+ o) under!anding o) !-e new emerging mar+e!

(ompared !o (ompe!i!or.

Oppor!uni!ie

New mar+e!. Signi)i(an! oppor!uni!ie exi! !o expand in!o !-e

emerging mar+e! o) -ina9 ,uia9 India9 w-ere popula!ion are

growing9 (onumer weal!- i in(reaing and demand )or

(on)e(!ionery produ(! i in(reaing.

T-rea!



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Gndere!ima!e )oreign regula!ion and in(ur unexpe(!ed (o!.

T-rea! o) en!ry due !o (ompe!i!ion growing !-roug- a(uii!ion.

0ail !o o))er a (ompe!i!ively a!!ra(!ive produ(! !o )oreign

(u!omer.

$E,SI0I 6TION

In(reae Mar+e!ing and Promo!ion globally by mar+e!ing produ(! in

emerging mar+e!.

0o(u on non8(-o(ola!e developmen!a(uii!ion by developing line

o) non8(-o(ola!e (andie.

6ggreive new produ(! developmen!Nlow (alorie9 ugar )ree and

wee!. T-i -a !o be done by reear(-ing and developing new

produ(! 'oin! ven!ure.



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on(luion

In order !o rea(- !-e pea+ o) a(-ievemen!9 !-e (ompany would !re

on !-e global grow!- o) !-e produ(!. I! (an be a ri+ !o mar+e! i! in !-e

region 0ran(e9 bu! wi!- (are)ul !udy o) !-e !arge! mar+e! egmen!

and i! e(onomi( poi!ion9 i! (an be an a!!ainmen!. adbury -ould alo

loo+ in!o o!-er (oun!rie li+e !-e 6ia Pa(i)i( in order !o mar+e! i!

produ(! popular globally. 3u! !-en again9 (are)ul (onidera!ion !o

loo+ a! i! ma'or (ompe!i!or and !o ob!ain !-e rule and regula!ion o)

a (er!ain (oun!ry are eually impor!an!.

6no!-er !ra!egi( plan would be a 'oin! ven!ure. Sin(e adbury

S(-weppe i a (ompany !-a! produ(e no! only (-o(ola!e bu! alo

drin+9 i! -ould mar+e! a new produ(! and maybe ge! in!o !-e produ(!

developmen! or ge! in!o a !o!al diveri)i(a!ion. =owever9 need !o bear in

mind !-a! i! i no! a eay a mar+e!ing adbury? (urren! produ(!.

Needle !o ay !-a! in order )or !-e (ompany !o mar+e! i! produ(!

globally9 i! i under!ood !-a! -eavy (api!al and mar+e!ing expendi!ure

-ave !o be a(ri)i(ed.

a! bu! no! lea! no! !o )orge! !-a! adbury -ould need !o !reng!-en

!-e brand name o) i! produ(!. T-i i impor!an! due !o !-e )a(! !-a!

in(e i! i popular in !-e G> and GS9 !-e pro)ile o) !-e produ(! -ould

be main!ained and no! de!eriora!e.

Manohar Prasad/ 2010-12/ IB+IT/1&&&/010'000' Pae 1'


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,E0E,EN ES

1. www.(adbury.(om

2. www.(adbury.(o.u+

#. 5i+ipedia

4.

www.buine!ea(-er.org.u+

http://www.businessteacher.org.uk/http://www.businessteacher.org.uk/

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