Marketing Finance - Presentation

Presented by
Pratik Tambe

Company Profile
Cadbury India Ltd. is a fully owned subsidy of Kraft Foods Inc. Cadbury was incorporated in India on 19th July, 1948.

Cadbury began its operations in India by importing chocolates. Currently, Cadbury India operates in four categories: chocolate confectionery, milk food drinks, beverage and candy & gum category.

Continued..
Global Reach
Approximately $50 billion in revenues 25%+ of global revenue from emerging markets #1 in global confectionery More than 50% of global revenue from snacks and confectionery

Brand Portfolio
11 brands with more than $1 billion in revenue 80% revenue from #1 share positions

Brand Elements
Brand Name: Cadbury The Logo: The Tagline/ Slogan: 1. Kuch Meetha Ho Jaye 2. Kyunki Sirf Shagun Hi Kaafi Nahin 3. You don't just buy a Bournville; you earn it

Brand Ambassador: Amitabh Bachchan

Trademark Colors: Purple

Product Mix
Chocolate confectionery:
Dairy Milk, Bournville, 5-Star, Perk, Gems, Eclairs, Shots Bubaloo Gums Halls

Beverage:
Bournvita Tang

Snacks/Biscuit:
Oreo Bytes

Cooking products:
Cooking Chocolate Cocoa

Product Life Cycle

Product Development
Product development considered for snack bars such as Dairy Milk, Bournville. Chocolate square separated and made 50% thinner; improves perceived quality, reduces health concerns and encourages sharing.

Marketing Mix

Product
Quality Packaging Available sizes

Place
High End Grocers(HEG ) Food Stores Supermarket/Hyper market Chemists Low End Grocers(LEG)

Location
All over INDIA

Promotion
Promotional Medium
Television Website Print media Visual display and Hoardings

Promotional Programs
Advertising Superior marketing & Publicity Bournvita Quiz contest Cadbury delicious book

Price
Premium Dark Chocolate: Bournville Mid price range: Cadbury Dairy Milk: With flavor variants like fruit and nut, almond etc. Lower price point: Cadbury Five star, Perk, Gems, Shots etc.

Segmentation
Geographic Segment
o REGION: country wise;province-wise; city-wise etc

o Demographic segmentation:
(A) age: under 13, 13-35,over 35 (B) gender: male, female, children (C ) income: upper middle & lower class people

Impulse Segment
- For eating then and there.

Khaane walo ko khane ka bahana chahiye

Gift Segment
- Purchased to gift some one.

Target Market
The prospective customers of Cadbury have changed have changed from kids to adultsincluding every family member to celebrate any occasion with Cadbury products.

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.

STRENGTHS
-Distribution Network -Market Share -Aggressive Marketing -Rich product mix.

WEAKNESS
- Little penetration in the rural sector.

SWOT
THREATS
-Rise in the cost of chocolate and dairy products. -Entry of many foreign players in the Indian Confectionary market, which are giving higher margins to the retailers. -The company has large exposure to foreign currency exchange rate risk

OPPORTUNITIES
Co-branding with other manufacturers of food and drink

Operation in India
Manufacturing plants:
Thane Induri (Pune) Malanpur (Gwalior) Bangalore Baddi (Himachal Pradesh)

4 sales offices:
New Delhi Mumbai Kolkata Chennai

Corporate/Head office:
Mumbai

Competitors

Achievements
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.

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'.

Thank You