TEAM MEMBERS

Sushma Ghadge Nanda Golvankar Aparna Manjrekar Sachin Chavan Anita Sampat

Shashank Deolkar

Type Owner Country Introduced Related brands Markets Website

Confectionery Cadbury (Kraft foods) United Kingdom 1905 Cadbury products Worldwide cadburydairymilk.co.uk

 In 1920 the best selling chocolate brand in the UK Holds 30% value share Today the UKs number one chocolate brand worth more than 360 million Enjoyed across 30 countries The first company to include pictures instead of printed text on chocolate boxes

Target audience

500 million bars are made each year, in the UK

The amount of milk used in a years production of CDM chocolate would fill 14.4 Olympic-size swimming pools

SWOT ANALYSIS

Strengths

Weaknesses SWOT

Opportunities

Threats

STRENGTHS
Number 1 chocolate brand Celebrity brand ambassadors Excellent advertising, reach and accessibility High brand loyalty Top of the Mind Brand

WEAKNESSES
Food products have a limited shelf life Marred by scandal few years back

OPPORTUNITIES
Untapped rural markets Better product packaging and preservation Leverage Cadburys successful brand Sugar free category

THREATS
Other branded and local chocolate manufacturers Sweets as substitutes

PEST Analysis
Political Economical PEST Social Technological

Political and Economical

Government polices
Inflation

Social and Technological

Population size
Peoples lifestyles

Taxation
Unemployment Exchange rates National income

Capital expenditure
Research and developments

Product life cycle

MARKETING MIX

Product

Price

Place

Promotion

PRODUCTS

VARIANTS

PACKAGING

Weight (gm) 10.5 22 40 42

Price 5 10 22 35

95 80 Fruit & Nut

165

50 55
90 Price mentioned above are same all over India

Buddi
Delhi Malanpur

BUSINESS OPERATION

Factories Mumbai Mumbai Thane Bangalore Chennai Kolkata Sales office

Head office

ADVERTISEMENT

THE BIG B FACTOR

Cadbury appointed Amitabh Bachchan as its brand ambassador The Big B factor that has pushed up CDM sales is the Amitabh Bachchan campaign

RURAL MARKETING

Barriers to replace the Traditional

Sweets Price Taste Culture

COMPETITORS

NESTLE AMUL FERRERO-ROCHER

HERSHEYS

MARKET SHARE
Cadbury chocolate captured 70% of the market share in India Dairy Milk alone held 30% market share
market share
dairy milk cadbury nestle other Brands

INTERESTING FACTS ABOUT CADBURY DAIRY MILK

450gms of Chocolate Whole year s crop from one tree Largest moulded bar made in October 1998

Original Cadbury Milk Chocolate faded into obscurity

in 1915

Dairy Milk Chocolate Main ingredient of many other Cadbury Chocolates

CASE STUDY
October, 2003 Complaints of worms in Dairy Milk Reasons : Poor storage at retailers end Faulty Packaging Effect : 30% drop in sales rather than 15% increase Measures Taken : Project Vishwas Revamped Packaging Amitabh Bachchan Brand Ambassador Heavy Advertising & PR

Corporate Social Responsibility

Water sanitation education

Community initiative programme

CONT

Working with Sri Aurobindo Society

Working with vatsalya foundation

FUTURE PLAN
To develop brand with mass franchise Launch atleast one new product in every year Profitably secure and then grow its

share of the regional beverages market

Deliver superior shareowner returns on the back of superior business performance