Professional Documents
Culture Documents
GAURAV H . NANJANI
PGDBM . BATCH 09 - 11
RIZVI MANAGEMENT INS
BANDRA ( w ) MUMBAI
For over 3000
years,
Chocolate…like
gold, has had a
universal appeal
qFirst people who made chocolate were the
Mayas and the Aztecs
q
qThey drank chocolate as a bitter and spicy
beverage called “xocoatl” (“bitter water”)
q
qChocolate played an important role in their
social and religious life
q
qIt symbolized life and fertility and was also
used as medicine
q
qIt was a drink for wealthy and important people
(royalty, priests, etc.)
q
qCocoa beans were also used as money
YE
IS
CHOCOLATE
HEALTHY?
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
1948
1965
C a d b u ry ’ s m issio n sta te m e n t
; th is is o u r p ro m ise . O u r re p u ta tio n is b u ilt u p o n q u a lity ; o u r co m m itm e n t to co n tin u o u s im
Mission Statement 0f the product :
o provide our customers with a tempting and exquisite taste” as Enticing Treats means a
Popular Brands in INDIA
C
h
o
c
o
l
a
t
e
s
Beverages
S
n G
a U
c M
S
k
s CANDy’s
BY
A D E
M
BAR
T E LE,
A
OL Y. O U R N VIL
O C B
CH DBUR R 1905.
CA RN IN YEA
BO
U.K
CAME
TO IN
DIA A
T 194
8
E I N D I A N CHOCOLATE
E SHARE OF TH
3 0 % V A L U
MARKET.
PRODUCT
CHOCOLATE BAR .
MADE FROM REAL DARK CHOCOLATE .
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 .
Induri (Pune)
Malanpur (Gwalior)
Bangalore
4 sales offices :
THESE FACTORIESNew Delhi OUT CLOSE TO 8 , 000 TO
CHURN
Mumbai
Kolkota
Chennai
RETAILER
WHOLESELLER
PROMOTION
•
• Campaign: ‘kuch metha ho jaye’.
Campaign: ‘AAJ PAHLI TARIK HAI’
1905 1930s
1970s
1960
s
PRESENT
sher is the design agency responsible for the execution of the pack's ne
PACKAGING MATERIAL
qALUMINIUM FOIL
q
qPAPER COVER
q
qPLASTIC COVER
ADVANTAGES OF PACKAGING
GEOGRAPHIC SEGMENT
IMPULSE SEGMENT
FOR EATING THEN AND THERE.
GIFT SEGMENT
PURCHASED TO GIFT SOME ONE.
TARGET MARKET
The 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,
CDM POSITIONED AS
“MAZZA AA GAYA”