Presented By: Santosh Koppada Rohit Kumar Sumit Kumar Madhumita Ghosh
Early history & its evolution Initial positioning and subsequent repositioning Advertising Sales promotion and segmentation strategy Analysis of product and generic competition Strategies adopted to tackle competition Distribution strategy Market Research analysis Inference from the research
Birth of Cadbury Schweppes merger & de-merger Acquisition by Kraft Foods Penetration of CDM in the Indian market Evolution & transformation of CDM in India
Initial positioning : Mainly targeted children Re-positioning : Appeal to people of all age groups Initiative to reach all classes with different SKU’s Efforts to replace sweets
“The real taste of life” “Khaane wale ko khaane ka bahaana chahiye” “Pappu pass ho gaya” “Shubbh aarambh” “Kuchh meetha ho jaye”
Sales promotion Major chunk of its budget in Sales Promotion Leverage local preference of CDM as a substitute of sweets “Mishti” Segmentation Geographic segment Impulse purchasers segment Gift segment Dessert segment
STRENGTHS: No.1 chocolate brand in India Excellent reach, advertising and accessibility High brand loyalty Top of mind WEAKNESS: Limited shelf life Scandal a few years back OPPORTUNITIES: Better product packaging and preservation Untapped rural markets THREATS: Other branded and local chocolate manufacturers Sweets and substitutes
PRODUCT FEATURE NESTLEAMULCDM MARKET POSITION 2 nd 3 rd 1 st NO. OF VARIANTS ManyFewMany GIFT PACKSYesNoYes
Price – Launching of different SKU’s Product - Betterment of the product in terms of quality Promotion – Famous personalities as brand ambassador & advertisements which targeted the sentiments of people Placement – Widespread availability of the product
Factory Mother Godown State Godown Distributor Modern Trade Retailers Direct Store
Hypotheses : 1. Cadbury Dairy Milk is the favourite chocolate of India across all age groups 2. Cadbury Dairy Milk is a brand known to one and all 3. Cadbury Dairy Milk has strong distribution network
Q1. Do you consume chocolate ?
Out of a sample of 100, 77 prefer CDM over other brands of Chocolate
Out of 99, 77 people are aware of the commercials for CDM
Out of 100, 62 people have never experienced the unavailability of CDM in any kind of outlets
Out of 100, 66 have rated 5 to CDM on the basis of Taste
Out of 100, 42 people have rated 5 points on price
Out of 100, 61 have rated 5 points to CDM on basis of Quality
Out of 100, 62 people have rated 5 points on packaging of CDM
Out of 100, 77 people feel CDM is widely available
Inference: 1. CDM is the most preferred chocolate across India for all age groups 2. CDM’s advertisement strategy has been fruitful 3. CDM has a good distribution network