Cadbury Marketing Mix(focuses on cadbury india ltd)

MARKETING MIX CADBURY

BY RAGHAVENDRA MISHRA

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INTRODUCTION • CADBURY IS A LEADING GLOBAL

CONFECTIONERY COMPANY WITH AN OUTSTANDING PORTFOLIO OF CHOCOLATE, GUM AND CANDY BRANDS. IT EMPLOY AROUND 50,000 PEOPLE AND HAVE DIRECT OPERATIONS IN OVER 60 COUNTRIES, SELLING PRODUCTS IN ALMOST EVERY COUNTRY AROUND THE WORLD CADBURY.IT IS A BRITISH

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HISTORY • Cadbury is a very old trusted name. It all started in Birmingham in England when John Cadbury started his family grocery shop with side business of cocoa and chocolate products in around 1824. His two sons, Richard and George, expanded their family

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MARKETING OBJECTIVES • GROW SHAREHOLDER VALUE…OVER THE LONG TERM • CADBURY IN EVERY POCKET • MARKETING STRATEGY IS AIMED AT ACHIEVING THIS VISION BY GROWING THE MARKET, BY APPROPRIATE PRICING STRATEGY STRATEG Y THAT WILL W ILL CREATE A MASS

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TARGET MARKET • THE INDIAN CHOCOLATE MARKET IS VALUED AT

RS. 650 CRORES (I.E. RS. 6.50 BILLION) A YEAR. THE INDIAN CHOCOLATE BAZAAR IS ESTIMATED TO BE IN THE REGION OF 22,000-24,000 TONNES PER ANNUM, AND IS VALUED IN EXCESS OF US$ 80 MILLION. • INDIA'S METROS PROVING TO BE THE BIG DRAW CLOCKING PENETRATION IN EXCESS OF 15 PERCENT. NEXT, COMES THE RELATIVELY SMALLER CITIES/TOWNS WHERE CONSUMPTION

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MARKET SEGMENTATION • MARKET SEGMENTATION IS THE PROCESS IN MARKETING OF GROUPING A MARKET (I.E. CUSTOMERS CUSTOMERS)) INTO SMALLER SUBGROUPS. THESE MARKETS ARE OFTEN TERMED NICHE MARKETS OR SPECIALTY MARKETS • THE PURPOSE OF SEGMENTATION IS TO IDENTIFY AND TARGET PRIME CUSTOMER GROUPS (EG THE 20% THAT ACCOUNT FOR

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GEOGRAPHIC SEGMENTATION • THE MARKET PRESENTLY HAS CLOSE TO 60MN

CONSUMERS AND THEY ARE MAINLY LOCATED IN THE

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DEMOGRAPHIC SEGMENTATION AGE• CHILDREN - 55%

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MARKETING MIX • THE TOOLS AVAILABLE TO A BUSINESS TO GAIN THE REACTION IT IS SEEKING FROM ITS TARGET MARKET IN RELATION TO ITS MARKETING

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PRODUCT • PRODUCT VARIANTS • CURRENTLY CADBURY INDIA OPERATES IN FOUR CATEGORIES VIZ. CHOCOLATE

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PRODUCT INNOVATIONS •

•

5 STAR:

CONSUMER FEEDBACK SUGGESTED THAT THE OLD 5 STAR WAS TOO CHEWY, AND AND PEOPLE COMPLAINED OF IT STICKING TO THEIR TEETH. IT WAS MADE SOFTER AND MELTED EASILY IN THE MOUTH & INTRODUCED AS 5 STAR CRUNCHY

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PACKAGING

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PRICE

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VOLUME LED GROWTH

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HIRES AT KEARNEY TO CURB

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EARNINGS SENSITIVITY

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