How to theory apply in to practical of marketing management to cadbary dairy milk products
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Transcript of How to theory apply in to practical of marketing management to cadbary dairy milk products
WEL-COME
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Subject:-Marketing Management
Project on Cadbury chocolate company
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INTRODUCTION of CADBURY COMPANY
The company was started in 19th century on July 1948 as a private limited company, under the name of the Cadbury fry (India) private limited and commenced business soon thereafter. Manufacturing facilities were set up gradually
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BOARD OF DIRECTORS OF CADBURY INDIA
NAME DESIGNATION
C.Y.PAL Chair Person
Rajiv Wahi Vice Chairman
Jaiboy phillips Non Executive Director
V .Chandramouli Executive Director
Sunil Seth Executive Director
Sanjay Purohit Executive Director
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LOGO OF THE company
10/18/2013 Babasabpatilfreepptmba.com 5 THE REAL TASTE OF LIFE THE REAL TASTE OF LIFE
• Cadbury mission statement says “Simply cadbury was quality this is our mission & promise.
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• Promotion of brands carrying mass franchise without comprise
on quality or margins.
• Increasing the market depth including rural india’s coverage.
• Better product quality and packaging.
• All round efficient utilisation of tangitable as well as intangible
such as brands and people.
• Efficient working capital management.
• Depreciation charge to meet the CAPEX needs every year.
• Surplus cash so generate to either gainfully and meaningfully
reinvested in business or return to Stake holders.
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Different Brands of Company
• Cadbury Dairy Milk
• Perk
• Cadbury Celebrations
• 5 Star Crunchy
• Beverages (Bournvita)
• Eclairs
• Halls
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BRANDS Core Needs Auxiliary Needs
Cadbury Dairy Milk Taste , Sweetness, Enjoyment Deliciously smooth texture & unique creamy tasty
Perk Taste , Sweetness, Enjoyment
Wafer chocolate Light and crispy
5 Star Crunchy Taste , Sweetness, Enjoyment
Cingering taste of Togetherness & Soft & Chewy
Beverages (Bourn vita)
Taste , Sweetness, Enjoyment
To grow Strong & Healthy.
Celebrations Taste , Sweetness, Enjoyment
Tasty, Rich looking and Status
Éclairs Taste , Sweetness, Enjoyment
Delicious journey to a heart of rich chocolate.
Halls Nasal and Throat relief Mouth Refreshment
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APPROACHES EXTENT JUSTIFY
PRODUTION CONCEPT
Partially applicable All brands of products are widely available with low cost expect celebration which is high cost so it is partially applicable.
PRODUCT CONCEPT Fully applicable Here products are given importance with superiority. Unique features like Cadbury dairy milk colorful primary packaging over a thin aluminums foil is used.5 star comes its classes golden color. Perk has color combination of blue, yellow, red and brown, éclairs is a toffee version of chocolate packed in combination of blue and yellow. These chocolate includes rich variants fruits and nut, craclsle and roast almond, and rich dry fruits.
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APPROACHES EXTENT JUSTIFY
Selling concept Partially applicable Attracting customers by giving advertisements through media. in India Cadbury is highest selling chocolate brand with 70% market dominations. In order to increase its consumer base, it comes up with new campaign to increase the consumption of chocolates
Marketing concept Fully applicable Cadbury always focus on delivering best of its customer in order to get best cocoa for its chocolates.
Societal marketing concept
Fully applicable Cadbury competitors are not only restricted to chocolate industry but also small sweets shop owners. cadbury has positioned itself as that whenever people want to have sweet then they should have cadbury chocolate. Company has launched dairy milk desserts for the same. Company wants to be a part of every Indian consumer happiness, joy and celebrations. For this company has come up with campaigns to promote its product to the child in every adult. “real taste of life” is one such campaign from the company.
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Swot analysis of Cadbury company
STRENGTH: 1.Cadbury is the largest global confectionery supplier, with 9.9% of global
market share.
2.High financial strength (Sales turnover 1997, £7971.4 million and 9.4%).
3.Strong manufacturing competence, established brand name and leader in
innovation.
4.Advantage that it is totally focused on chocolate, candy, chewing gum,
unique understanding of consumer in these segments.
5.Successfully grown through its acquisition strategy. Recent acquisitions,
including Adams, 2003, enabled it to expand into important markets like the US
market.
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WEAKNESS
1. Cadbury has a reputation for new product development and
creativity. However, they remain vulnerable to the possibility that
their innovation may falter over time.
2. The organization has a strong presence in the United States of
America, UK and India. It is often argued that they need to look for
a portfolio of countries, in order to spread business risk.
3. Cadbury's recall over 1 million chocolate bars over salmonella
fears
4. The organization is dependant on a main competitive advantage,
the retail of coffee. This could make them slow to diversify into
other sectors should the need arise.
5. The company has no apprehensions of cannibalization of its
chocolate brands.
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OPPURTNITIES
1.Cadbury company is very good at taking advantage of opportunities.
2. The company has the opportunity to expand its global operations. New markets with new products which are limited in particular region.
3. Cadbury has decided to focus on a few of its key brands such as Cadbury Dairy Milk, Bourn vita, Éclairs and Halls to drive growth for the company.
4. Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential.
5. Cadbury India is attempting to increase the declining market for chocolate with innovation, one of which is its sweet snack, Bytes
6. Brand ambassador Amitabh Bachchan for advertising there new products.
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THREATS
1. Who knows if the market for Cadbury will grow and stay in favour with customers, or whether another type of beverage or leisure activity will replace coffee in the future?
2. Health organization have so many barriers for new development
3. Cadbury’s are exposed to rises in the cost of chocolate and dairy products.
4. Entry into salted snacks was ruled out so it is important to do new innovation and marketing research.
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DIFFERENT BRANDS AND FEATURES
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BRAND NAME FEATURES
DIARY MILK The chocolate with deliciously smooth Texture and unique creamy taste. Cadbury diary milk, fruit and nut and whole nut are the of the best loved varieties of Cadbury mega brand.
CELEBRATIONS
• The above product will be deliverable in all over India. It consists of all chocolates of Cadbury which is beautifully packed and used to present as a gift pack.
• ECLAIRS
The two classic ingredient of toffee and chocolate combined together to create a truly unique experience.
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HALLS
Its ayurvedic proprietary medicine which consists of niligiri tailam, shakara(sugar base), nimbus. Which reliefs from throat and cold problems.
5_STAR
Which contains added identical and artificial flavoring substances. Lose yourself in the yummy mode.
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PERK
• Which have the extra taste of Cadbury diary milk .
• Perk contains wafer layers with Chocó cream and wheat flour and different ingredients.
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PUNCHLINE AND BRAND AMBASSDOR
PRODUCT NAME: DAIRY MILK
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DAIRY MILK
“Kuch mita ho
jayee”
Product name: Perk
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PUNCHLINE AND BRAND AMBASSDOR
THODI SI PET POOJA
PUNCH LINE
PUNCHLINE AND BRAND AMBASSDOR
PRODUCT NAME: HALLS
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THANDI SAANS KA
BLAST
PUNCHLINE AND BRAND AMBASSDOR
Product Name: 5 Star
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JO KHAYE KHO
JAYE
PUNCHLINE AND BRAND AMBASSDOR
PRODUCT NAME:
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CELEBRETATION
PUNCH LINE
“RISHTO ME MITAS”
PUNCHLINE AND BRAND AMBASSDOR
PRODUCT NAME:
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ECLARS
PUNCHLINE AND BRAND AMBASSDOR
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PRODUCT NAME:BUBBALO
PUNCHLINE:
BUBBA
THE
CAT
PUNCHLINE AND BRAND AMBASSDOR
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BYTES
HAR SNACK NAMKIN NAHI HOTA
PRODUCT NAME
PUNCH LINE
PUNCHLINE AND BRAND AMBASSDOR
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BOURNVITA
NATURE AND SCIENCE
TAN KI SHAKTI
MAN KI SHAKTI
PUNCH LINE
PRODUCT NAME
CADBURY CHOCOLATES
NESTLE CHOCOLATES PARLE-G
DIARY MILK KITKAT MALODY CHOCOLATE
PERK MUNCH MANGO BITE, KUCCHA MANGO
FIVE STAR MILKYBAR KISMI BAR
BEVERAGES
BOURNVITA BOOST -------------
SNACKS
BYTES MAGGI NODDLES MUSST Bites, MONACO bites , Sixer
BRANDS COMPETITORS
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COMPETITORS OBJECTIVES
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COMPETITORS OBJECTIVES
NESTLE “Aim to build a business as the world's leading
nutrition, health and wellness
company based on sound human
values and principles.”
SWOT ANALYSIS OF COMPETITORS-NESTLE
STRENTHS
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1. Diversification: Nestle has a wide product portfolio encompassing baby foods and dairy products, chocolates and breakfast cereals and food seasoning.
2. Joint ventures: Nestle holds joint ventures with leading businesses like Coca Cola, General Mills and L'Oreal which allow it to access their technical knowledge to further develop its own brand.
3. Influencing consumer decisions: With its innovative and attractive advertising campaigns Nestle is able to influence customer's buying decisions.
4. Established brand across the globe: With an employee base of over 200,000, annual revenues of more than $120 billion and a presence in more than a 100 countries, Nestle brings with it a strong brand name and knowledge of different markets all over the world.
WEAKNESS
1. Negative effects on the brand image: The investigations into the controversial advertising campaign that promoted infant milk products over breastfeeding and the usage of slave labor for its plants in African countries continue even today and Nestlé’s brand name has been negatively affected due to the media campaigns covering this issue.
2. Storage and transportation problems: Because the Indian food industry is not developed enough to handle complex storage and transport requirements, Nestle has a difficult job of providing product quality at centers far off from the manufacturing base.
3.Complex supply chain management: Nestle has a complex supply chain management and the main issue for Nestle India is its traceability
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OPPURTUNITIES 1. Growing middle class: The growing middle class and the high
percentage of youth population provides an excellent opportunity for Nestle to use its existing range of kiosks in malls and educational institutes to build a loyal brand following.
2. Urbanization and nuclear families: With the Indian society moving towards a more urban and nuclear family society, Nestle has huge market for its products like Maggi and Dahi and other milk products.
3. Low labour costs in developing countries: Since manufacturing of some products is cheaper in India than in other South East Asian countries, Nestle India could become an export hub for the parent in certain product
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THREATS
1. Cost of raw materials: Inflation rising at the pace that it is puts a strain on Nestle for buying its raw materials like food grains and yet maintaining its margins.
2. Indians perception towards fresh foods: Indians believe in eating fresh foods instead of ready to eat products, which provide a major hurdle in the marketing of Nestle products across the country.
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CONT……
3. Exports to a single location: The company’s exports stood at Rs 2,571 m at the end of 2003 (11% of revenues) and continue to grow at a decent pace. But a major portion of this comprises of Coffee (around 67% of the exports were that of Nescafe instant to Russia). This constitutes a big chunk of the total exports to a single location. Historically, Russia has been a very volatile market for Nestle, and its overall performance takes a hit often due to this factor.
4. Liberalization of trade and investment policies: Nestle faces immense competition from the organized as well as the unorganized sectors. Off late, to liberalize its trade and investment policies to enable the country to better function in the globalised economy, the Indian Government has reduced the import duty of food segments thus intensifying the battle.
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WHOM TO ATTACK AND WHOM TO AVOID
Competitors Nestle Parle –g Amul
Strong -
Weak
Close -
Distant -
Good
Bad
Attack
Avoid
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FOUR P’S OF CADBUARY
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PRODUCT PRICE PLACE PROMOTION
DAIRY MILK RS.5,10,20, Advertisement s
and giving offers in
occasion times The company
using two way
distribution
channel.
PERK RS.2,5
CELEBRATIONS RS.60,250
5-STAR RS.3,5,10,
BOURNVITA RS.131/KG
HALLS RS.50PS
BYTES RS.5,20
PRICING STRATEGY
Cost Based Pricing Strategy
The company adopting Cost based pricing strategy. They set price based on producing manufacturing cost and it includes selling and distributing cost also.
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STAGES OF CONSUMER DECISION PROCESS
Stages involved:
• Need Recognition.
• Information Search.
• Evaluation of Alternative.
• Purchase Decision.
• Post Purchase.
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FACTORS INFLUENCING BUYING BEHAVIOUR
FACTORS HIGH/MEDIUM/LOW
IMPACT JUSTIFICATION
Cultural factors High Impact According to the consumer emotions love and affection all these factors influence to buy the product .all class people are preferred to eat chocolate for enjoyment and for testy purpose
Social factor High Impact Friends and family member’s neighbors (reference group) are highly influences to buy the product.
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Personal factors
High Impact According to this factor the age of the consumer highly influence to the product
Psychological factors
Low Impact Many of consumer’s beliefs that chocolate may effect to teeth. And they contain germs. So they not prefer to more chocolates
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Conclusion
After studying the overall report we
come to conclude that the company has a
good market share and good brand image in
a Indian market. The market share of a
company is 79% they acquired the whole
Indian market. After studying of
competitors we came to know that they do
not have strong competitors in Indian
market. To promote their product in the
market. They take the brand ambassadors
like Amitabh Bachan, Preity zinta. Finally
we come to conclusion that the company is
having good position in an Indian market.
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Thank you
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