introduction

• First people who made chocolate were the Mayas and the Aztecs

• They drank chocolate as a bitter and spicy beverage called “xocoatl” (“bitter water”)

• Chocolate played an important role in their social and religious life

• It symbolized life and fertility and was also used as medicine

• It was a drink for wealthy and important people(royalty, priests, etc.)

• Cocoa beans were also used as money

IS CHOCOLATE HEALTHY?YES

BENEFITS

• Decrease blood pressure • Improve circulation • Lower death rate from heart disease • Improve function of endothelial cells that line the

blood vessels • Defend against destructive molecules called free

radicals, which trigger cancer, heart disease and stroke • Improve Digestion and stimulate kidneys • Has been used to help treat patients with anemia,

kidney stones and poor appetite

Company’s Profile

• Founder: JOHN CADBURY• LOCATION: Birmingham, UK.• YEAR: 1824

OPERATE IN OVER 60 COUNTRIES

WORLD'S LARGEST CONFECTIONERY COMPANY

WORLDWIDE, CADBURY HAS 72,000 EMPLOYEES

CADBURY IN INDIA

1948

Operation began in India

1965

Pioneered the development of cocoa cultivation in India

Popular Brands in INDIA

Beverages

CANDy’s

GUMS

Snacks

Chocolates

• CHOCOLATE BAR MADE BY CADBURY.• BORN IN YEAR 1905. BOURNVILLE, U.K• CAME TO INDIA AT 1948• 65%-70% VALUE SHARE OF THE INDIAN

CHOCOLATE MARKET.

PRODUCT

CHOCOLATE BAR.

MADE FROM REAL DARK CHOCOLATE.

SIMILAR DESIGN WORLDWIDE.

CONTAINS MORE MILK THAN ANY OTHER CHOCOLATE BAR.

AVAILABLE IN 10.5g, 22g, 95g, 165g & OTHER PREMIUM PACKS

INGREDIENTS

SUGAR

COCOA BUTTER

VEGETABLE FAT

CREAM

EMULSIFIERS

COCOA MASS

VARIANTS

PRICE

WEIGHT (gm) PRICE

10.5 5

22 10

40 20

42 CRACKLE 25

95 50

80 FRUIT & NUT 55

165 90

PRICE MENTIONED ABOVE ARE SAME ALL OVER INDIA.

COMPETETIVE PRICING.

DUE TO PRICE HIKE IN RAW MATERIAL AND LABOUR COST COMPANY HAD NOT INCREASED THE COST OF PRODUCT BUT REDUCED THE WEIGHT OF PRODUCT.

EG. 5 RS PACK WAS OF 13gm BUT NOW IT IS 10.5gm

PLACE

Five company-owned manufacturing facilities:

Thane

Induri (Pune)

Malanpur (Gwalior)

Bangalore

Baddi (Himachal Pradesh)

4 sales offices: New Delhi

Mumbai

Kolkota

Chennai

Corporate/Head office: Mumbai

Business Operations

DISTRIBUTION

CDM ARE SOLD DIRECTLY TO WHOLESELLER AND RETAILERS.

CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES 2100 DISTRIBUTORS AND 450,000 RETAILERS.

WHOLESELLERRETAILER

PROMOTION

Strong brands are very important in the chocolate confectionery market.

Almost 80% of chocolate purchases are made on impulse.

The media mix for the campaign comprises TV, outdoor, Internet and radio.

Use of emotional appeals in advertising.

Concentrated more on TV. Advertisement.

• The ‘Real Taste of Life’ with the girl dancing on the cricket field

• The message: ‘Dairy Milk is for enjoyment’

During late 90’s

• Campaign: ‘Khanewalon ko khane ka bahana chahiye’.

• Target: widening chocolate consumption among the masses

More recently

• Campaign: ‘kuch metha ho jaye’.

• Target: to associate Cadbury with celebratory occasion.

• Campaign: ‘pappu pass ho gaya’.• Target: encourage those who have pass the

exams to celebrate with Dairy Milk.

• Campaign: ‘Miss Palampur’

• Target: Focusing on the adults.

• Campaign: ‘AAJ PAHLI TARIK HAI’

• Target: To celebrate pay day / salary day

• Campaign: “Shubh Aaram” Takes the story forward to capture a new generation

THE BIG ‘B’ FACTOR

Cadbury appointed Amitabh Bachchan as its brand ambassador.

The Big factor that has pushed up CDM sales is the Amitabh Bachchan campaign.

19051930s

1960s1970s

Present

PACKAGING STYLES

S T PSEGMENTATION TARGET MARKET POSITIONING

GEOGRAPHIC SEGMENT

IMPULSE SEGMENTFOR EATING THEN AND THERE.

“KHAANE WALO KO KHANE KA BAHANA CHAHIYE”

GIFT SEGMENT PURCHASED TO GIFT SOME ONE.

segmentation

TARGET MARKETThe prospective customers of Cadbury Dairy Milk have changed have changed from kids to adults-including every family member to celebrate any occasion with Dairy Milk.

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.

COMPETITORS

ANALYSIS

Which dairy milk people usually prefer

40

42

36

18

Dairy milk

Plain

Crunches

Fruit

Fruit and Nut

Nuts

Why people buy dairy milk chocolate

8

58

8

44

Dairymilk

EnergyEnjoymentGiftSharingSnacking

Which are the other brands comes into buyers mind when he purchase

dairy milk

38

1012

2

10

28

Brands

5 StarBar oneKit KatMilky BarMunchAny Other

Is standard price of dairy milk is fair

88

12

Price

YesNo

Awareness about the brand ambassador

68

32

Brand Ambassdor

YesNo

Which factor motivates to buy chocolate

7

47

41

5

Dairymilk

FamilyFriendsTv AdvertisementPrint Media

How people rate CDm on different attributes

Price Taste Packaging Availability Brand Ambassdor0

10

20

30

40

50

60

70

80

Highly SatisfiedSatisfiedNot Satisfied

Findings

• SYNONYM FOR WORD CHOCLATE• AIMING TO REPLACE TRADITIONAL GIFTING OPTION LIKE

MITHAIS AND DRY FRUITS• PLAIN CHOCOLATES ARE MORE PREFERABLE THEN THE

OTHER VARIANTS OF DAIRY MILK• MAXIMUM PEOPLE BUY CHOCOLATES FOR ENJOYMENT • FRIENDS AND TV- ADVERTISEMENTS ARE INFLUENCING

FACTOR BEHIND CHOCOLATE PURCHASE

Recordation

• CADBURY SHOULD BRING OUT NEW PRODUCTS FOR HEALTH CONSCIOUS PEOPLE

• IT SHOULD CONTINUE TO PROMOTE ITSELF AS SUBSTITUTE TO MITHAI

• COMPANY SHOULD CONCENTRATE MORE ON TELEVISION FOR ADVERTISEMENT , AS MOSTLY PEOPLE GET ATTRACTED THROUGH TELEVISION ONLY

• PEOPLE ARE LESS SATISFIED WITH PRICE AND PACKAGING SO COMPANY SHOULD FORCES ON THIS