1. MARKETING MIX EG : 4P’S

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

3. First people who made chocolate were the Mayas and the Aztecs
They drank chocolate as a bitter and spicy beverage called “xocoatl” (“bitter water”)
Chocolate played an important role in their social and religious life
It symbolized life and fertility and was also used as medicine
It was a drink for wealthy and important people
(royalty, priests, etc.)
Cocoa beans were also used as money

4. IS CHOCOLATE HEALTHY?
YES

5. BENEFIBENEFITSTS 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

6. Company’s Profile OPERATE IN OVER 60 COUNTRIES Founder: JOHN CADBURY
LOCATION: Birmingham, UK.
YEAR: 1824
OPERATE IN OVER 60 COUNTRIES
WORLD'S LARGEST CONFECTIONERY COMPANY
WORLDWIDE, CADBURY HAS 60,000 EMPLOYEES

7. CADBURY IN INDIA 1948 1965 Operation began in India
Pioneered the development of cocoa cultivation in India

8. Vision & Mission Vision:
"Working together to create brands people love"
Cadbury’s mission statement
  Says simply, ‘Cadbury means quality’; this is our promise. Our reputation is built upon quality; our commitment to continuous improvement will ensure that our promise   
Mission Statement 0f the product:
The mission statement of our new product is “To provide our customers with a tempting and exquisite taste” as Enticing Treats means a mouth watering treat which is simply irresistible.

9. Popular Brands in INDIA
Chocolates
Beverages
Snacks
GUMS
CANDy’s

10. CHOCOLATE BAR MADE BY CADBURY.
BORN IN YEAR BOURNVILLE, U.K
CAME TO INDIA AT 1948
30% VALUE SHARE OF THE INDIAN CHOCOLATE MARKET.

11. Marketing mix
4p’s

12. PRODUCT

13. SIMILAR DESIGN WORLDWIDE.
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

14. INGREDIENTS CREAM SUGAR COCOA BUTTER VEGETABLE FAT COCOA MASS
EMULSIFIERS
COCOA MASS

15. VARIANTS

16. PRICE

17. PRICE MENTIONED ABOVE ARE SAME ALL OVER INDIA. COMPETETIVE PRICING.
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

18. PLACE

19. THESE FACTORIES CHURN OUT CLOSE TO 8,000 TONNES OF CHOCOLATE ANNUALLY
Business Operations
Five company-owned manufacturing facilities:
Thane
Induri (Pune)
Malanpur (Gwalior)
Bangalore
Baddi (Himachal Pradesh)
4 sales offices:
New Delhi
Mumbai
Kolkota
Chennai
Corporate/Head office:
THESE FACTORIES CHURN OUT CLOSE TO 8,000 TONNES OF CHOCOLATE ANNUALLY

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

21. PROMOTION

22. Almost 80% of chocolate purchases are made on impulse.
Strong brands are very important in the chocolate confectionery market.
Almost 80% of chocolate purchases are made on impulse.
The media mix for the campaign comprises TV, outdoor, Internet and radio.
Use of emotional appeals in advertising.
Concentrated more on TV. Advertisement.

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

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

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

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

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

28. Campaign: ‘subh arambh’
Target: encourages eating chocolates before doing something new

29. Campaign: ‘khane ke baad kuch mitha’
Target: To eat chocolate after every meal as a sweet dish

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

31. PACKAGING

32. PACKAGING STYLES
1905
1930s
1970s
1960s

33. PRESENT
Pearl fisher is the design agency responsible for the execution of the pack's new look.

34. PACKAGING MATERIAL
ALUMINIUM FOIL
PAPER COVER
PLASTIC COVER

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

36. SEGMENTATION TARGET MARKET POSITIONING
S T P
SEGMENTATION TARGET MARKET POSITIONING

37. segmentation Purchased to gift some one. geographic SEGMENT
IMPULSE SEGMENT
For eating then and there.
“Khaane walo ko khane ka bahana chahiye”
GIFT SEGMENT
Purchased to gift some one.

38. 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.

39. 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.

40. PRODUCT LIFE CYCLE

41. COMPETITORS

42. 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 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'.

43. THANK YOU -PHARMA STREET