Cadbury - Rashmi Hansda

Slide 5: 

For over 3000 years, Chocolate…like gold, has had a universal appeal

POPULAR BRANDS OF CADBURY IN INDIA.: 

POPULAR BRANDS OF CADBURY IN INDIA.

4 P’S OF MARKETING MIX. : 

4 P’S OF MARKETING MIX.

Slide 11: 

PRODUCT

Slide 13: 

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 : 

INGREDIENTS

Slide 15: 

VARITIES

Slide 16: 

PRICE

Slide 17: 

WEIGHT (gm) PRICE 10.5 5 22 10 40 20 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

Slide 18: 

PLACE

Business Operations: 

Business Operations Five company-owned manufacturing facilities: Thane Induri ( Pune ) Malanpur (Gwalior) Bangalore Baddi (Himachal Pradesh) 4 sales offices: New Delhi Mumbai Kolkata Chennai Corporate/Head office: Mumbai

Slide 20: 

Wholesaler RETAILER DISTRIBUTION CDM ARE SOLD DIRECTLY TO WHOLESELLER AND RETAILERS. CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES 2100 DISTRIBUTORS AND 450,000 RETAILERS.

Slide 21: 

PROMOTION

Slide 22: 

The ‘Real Taste of Life’ with the girl dancing on the cricket field The message: ‘Dairy Milk is for enjoyment’ FEW ADVERTISEMENTS

Slide 23: 

During late 90’s Campaign: ‘ Khanewalon ko khane ka bahana chahiye ’. Target: widening chocolate consumption among the masses

Slide 24: 

More recently Campaign: ‘ kuch metha ho jaye ’. Target: to associate Cadbury with celebratory occasion.

Slide 25: 

Campaign: ‘ pappu pass ho gaya ’. Target: encourage those who have pass the exams to celebrate with Dairy Milk.

Slide 26: 

Campaign: ‘Miss Palampur ’ Target: Focusing on the adults. Campaign: ‘AAJ PAHLI TARIK HAI ’ Target: To celebrate pay day / salary day

Slide 27: 

Cadbury appointed Amitabh Bachchan as its brand ambassador. The Big factor that has pushed up CDM sales is the Amitabh Bachchan campaign. THE BIG ‘B’ FACTOR

Slide 28: 

PACKAGING

Slide 29: 

1905 1930s PACKAGING STYLES

Slide 30: 

PRESENT Pearlfisher is the design agency responsible for the execution of the pack's new look.

Slide 31: 

ALUMINIUM FOIL PAPER COVER PLASTIC COVER PACKAGING MATERIAL

Slide 32: 

Protect the product from physical damage or deterioration Display the product – good graphic design and shape is important. Attracting customers Improved efficiency ADVANTAGES OF PACKAGING

Slide 33: 

Going Green………….. “Purple Goes Green” is the part of Cadbury’s Strategic Mission and Vision ( Objective: reduce 50 % Carbon Emissions & 10 % reduction in Packaging by 2020). Link with Singapore’s Sustainable Manufacturing Centre (SMC). Co-operation with United Nation Development Program (UNDP) and Government of Ghana, the Company promised to invest $ 87 million over next decade to support high-quality sustainable cocoa production Bournville (The birth place of Cadbury Company), is still the Greenest areas of Birmingham.

Slide 34: 

PRODUCT LIFE CYCLE

Slide 35: 

COMPETITORS

CADBURY’S MARKET POSITION & COMPETITIVE ENVIRONMENT: 

CADBURY’S MARKET POSITION & COMPETITIVE ENVIRONMENT Participates in the Global Competitive Marketplace

Achievements: 

Achievements Major Achievements of Cadbury Worlds No 1 Confectionery company World's No 2 Gums company. World's No 3 Beverage company. 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 companies by sector conducted by Business World magazine in 2007 . Cadbury India has been ranked as the 7th Great Place to Work and the No. 1 FMCG company in India in 2008 , by the Great Place to Work Institute . Asian Marketing Effectiveness Awards 2008 for Bournvita Folk/Fusion campaign - GOLD award for the " Best Insights and Strategic Thinking " and SILVER award for the 'Most Effective Use of Advertising '.

Slide 38: 

Awards won by Cadbury for its Performance & Quality Cadbury Schweppes plc was awarded Business in the Community's Jubilee Award GOLD award for the "Best Insights and Strategic Thinking" Brammer Energy & Environmental Improvement Award , 2009 Cadbury's Gorilla Among D&AD Winners, 2008

PRESENTED BY :- SNEHA HANSDA ROLL NO. :- 08 BBA SEM-3 : 

PRESENTED BY :- SNEHA HANSDA ROLL NO. :- 08 BBA SEM-3