Marketing Strategy of Cadbury

foodstuff Strategy of CadburyCadbury India is a diet product company dealing in coffee berry Confecti superstarry, Beverages, Candy and Snacks. Cadbury is the marketplace leader in Chocolate Industry with a market sh be of 70%. nigh(a) of their favorite products are Cadbury dairy farm milk, Perk, 5 Star, Celebrations, Eclairs, Gems and Temptations, Bournvita. joke Cadbury, the founder of the Cadbury business was innate(p) on 12th August 1801. Cadbury was founded 200 years ago when caper Cadbury has opened his shop in Birmingham selling coffee berry and cocoa with other glossary. Cadbury started its operation in India in 1948 by importing chocolates and distri neverthelessing in the Indian Market. This project shows some research on current trade outline employ by Cadbury in Indian market. I have in addition try to find some of Strength, Weakness, probability and Threats of the Cadbury for Indian chocolate fabrication. dining t qualified of Contents 31. About Cadbu ry 42. Cadbury in India 43. intention Objective of the Project 64. Comparative abridgment 75. Marketing Mix of Cadbury 9106. menstruation Marketing Strategies used by Cadbury and Market Segments 147. dress up Analysis of Cadbury 168.Conclusion 179. quote List 18About CadburyCadbury was founded 200 years ago. Cadbury is a food product company producing Chocolate products. They are the market leader of this intentness holding 70% of the total market apportion. Some of the well- sockn products of Cadbury are dairy Milk, Perk, 5 Star, Eclairs, Celebrations, Temptations, Bournvita and Gems.John Cadbury, the founder of the Cadbury business was born on 12th August 1801. In 1984, he opened his first food market shop in Birmingham. He sold cocoa, chocolate products for drinking, which were prepared utilize pestle and mortar, as well as other products. In 1831, John decided to start manufacturing on large scale. He purchased a store for it. Cadbury is one of the largest companies in the world. In 1840, they introduced chocolate for consumption with very enhancive advancement. The near capaciously k at one timen and top grossing product, Dairy Milk, was first appearanceed in 1905 to contend with the leading brands of Swiss milk chocolates. By 1913, Dairy Milk had pay off the companys bestseller. subsequently a few years it gained the recognition as a leading chocolate product. (Cadbury, n.d.)Cadbury in IndiaCadbury India is a fully owned supplementary of Kraft Foods Inc. In 1948 Cadbury starts its operations in India by importing chocolates, but today it owns five manufacturing companies and 4 sales offices. Its corporate office is in Mumbai.The core purpose of Cadbury was to make today delicious. In India, Cadbury operates in quartet categories i.e. milk food drink, chocolate confectionery, glaze and gum. Cadbury is the market leader in chocolate business. The pure taste of Dairy Milk describes the taste of chocolate for Indian consumers. Bournvita is the leading product in milk food drinks and dissolvedy h alones is the leading product of finishdies in the country.Since 1965, Cadbury has excessively started the farming of cocoa in India. (Cadbury India Ltd., n.d.)Aim Objective of the ProjectAimTo examine the marketing strategies and SWOT analysis of Cadburys Dairy Milk.ObjectivesBy conducting research to evaluate marketing strategies and to know the Strength, Weakness, Opportunity and Threats of Cadbury by utilize proper theories.Comparative AnalysisThe Indian chocolate market is getting bigger and disclose. On one hit there are imported varieties and on the other companies like Cadbury launch their own products of multinational standards. In India in early 90s market manage of Cadbury was 80% but after the nestle enters to Indian Chocolate industry the Cadburys share reduce to 70%, 15% share is hold by hold tight, 15% by Amul and other companies. The higher competition is amongst Cadbury and Nestle as Nestle is t rying to have tough fight with Cadbury. (Indian Mirror, 2011)Nestle India LtdNestle was connected with India since 1912. They set up first manufacturing unit in 1961 in India and then they open total 7 manufacturing units in India up to 2006. They were manufacturing Milk intersection points and Nutrition, Beverages, Cooking Aids. They launched there Premium Milk Chocolate, Milky Bar, coquette and Bar One in India against the competition of Cadbury Dairy Milk and 5 Star. (Nestle India Ltd., n.d.) kit out Kat was Launch in India in 1995 and it becomes the worlds most favorite chocolate within a short time of its launch and it was fit to the target of the Nestle. Against the competition of Kit Kat Cadbury launch its Perk, to safeguard its brand. Kit Kat and Perk was a new product ingredient in the form of wafer chocolates as anytime snacks.Kit Kat sells was more than the Perk in the outlets where both were addressable. There was a neck to neck competition between both the product s. It was also said threat it was dangerous for the mother products of Cadbury Dairy Milk.AmulAmul Milk Chocolate, Badam Bar, Crunch and Fruit N Nuts were launch by Gujarat Cooperative Milk Marketing Federation (GCMMF) in 1974. But collect to lack of its focus on international market and it was not able to raise its market shares. (Gujarat Co-Operative Milk Marketing Federation, 2000-2001)Marketing Mix of CadburyAfter discussion sectioning the market and positioning itself to outdo their competitors, it needs to come up with antithetic strategies. The 4 Ps used by Cadbury areProduct The order should design and manufacture its products so as to improve the customer experience.Product SuccessThe meaning of Product is anything tangible or intangible that rear be offered to the customers for the proposed market segments either in the domestic or international market. It includes packaging, guarantee, quality and so forthEvery company will compete for customers by satisfying their e xpectation constantly. But the best company will go beyond the expectations by delivering additional benefits, which they would have never imagined. Cadbury offers a wide variety of products which includeI. Chocolates Fruit Nut, Dairy Milk, Perk, 5 Star, Eclairs, Gems, Temptation, Nutties, Milk Treat.II. Beverages crapulence Chocolate, Bournvita and Cocoa.III. Snacks BytesIV. Candy HallsV. Gums BubbalooPlaceThe roll means to identify the physical statistical distribution of the product where the product should be available for the customer at the aright place, time and quantity. It also consists of shares of channel for distribution.For the success of any product in the Indian market, the product should be introduced to the retail shelves. Buyers play an important role for its success rather than brand and market shares. With the increase in technology and competitive pressure, it is difficult to retain a unique product for a languish period. The brand that gets the greatest number of customers, sells the most products. Proper channel of distribution also play an important role. If the product r distributivelyes the market at the right time, only than will the consumer will have access to the products. Increases in distribution and channel cost go together. Marketing cost of Cadbury is 18% of its total cost which is higher as compared to Nestle and Parry.Price price is the most important part of a marketing mix as it is the only area by which revenue is generated for the company. Price includes the catalog prices, discounts available and antithetical options available for financing etc. Before deciding the price scheme the feasible reactions of the competitors are also have to be taken into consideration. The pricing of the product must consider the appropriate motivation-supply equation.The strategy used by Cadbury for satisfying the value that all the customers buy the product is using the expectation they have near how much the production is w orth to them.Cadbury has introduced discordant products for different customer segments so that every customer segment has different expectations of price from the product. Therefore maximizing the returns includes maintaining right price level for each segment and then increasing moving through them.Promotion Where and when can you get across your marketing message to your target market? good advertising attracts and generates supporting feelings for any business. To reach out to the consumers, communication plays an important. For the marketing of any product, advertisement and promotions are the best means of communication about the product to the end user. Cadbury does its promotions through Televisions, consumer contact activity, etc.Some of the most famous marketing campaigns of Cadbury areKhane Walon Ko Khane Ka Bahana Chahiye for Cadbury Dairy MilkThodi Si Pet Pooja Kabhi Bhi Kahin Bhi for PerkCadbury gives superiorfluous promotional offers during festivals like Diwali, Holi, etc. and special occasions like Valentines Day. It continuously introduces new products to maintain its brand and to expatiate its market share.Current Marketing Strategies used by Cadbury and Market SegmentsCurrent Marketing Strategy used by CadburyTo encourage the consumers Cadbury uses many strategies. Some of them are as fol unhopefulsOn Every Hand Everywhere The customers take flawless services from the salesmen and they have to deliver that to the customers. Cadbury is the market leader in confectionery and chocolates. Their sales team plays an important role in the success. They regularly conduct surveys of consumers choice and requirements. They deliver the products not only in the super markets but also in the small shops, so that every segment of the customers can easily get their products. They also provide selling techniques. ontogeny with Emerging Markets Revenue of the company grows with the emerging markets. They continuously modify the products to see the r equirement of all segments of consumers. This strategy leads them to a ontogenesis of supra 20% annually for the past one-third years.A strong foundation Since 1948, Cadbury is table service their products in India and they have created a very strong tradition and lead position. They are the number one chocolate brand with a share of about 70%. Today only one third of the world buys the chocolate so Cadbury is challenged to introduce the pleasure of Cadbury to many peoples.Growing with the market To attract the broader localize of consumers is the main target the Cadbury. They created a base range of their acceptable chocolate brands at more reasonable and affordable price. They also introduced the gift range products for the customers segments with high-income group.Functional advantage Cadbury Bournvita was launched in India in 1948 and it forever and a day required providing nutrition that helps in the development and growth. Today the natural rightness of milk, chocolate and malt is prepared with vitamins A, B1, B3, B6, B12 and C, plus protein, iron, calcium, manganese, zinc, and folic acid. It is also known as a cup of confidence.Affordable luxury Cadbury has increased their presence in the candy in the form of halls and Cadbury dairy milk Eclairs. Eclairs became more familiar in the markets with a tempestuouster climate. The consumers find the delicious taste of chocolate in the midst that easily melts in the mouth and not in the hot climate. It is also an affordable chocolate for everyone. The new Eclairs Crunch is with more curt caramel shell for hot climatic conditions.Market SegmentsMarket place includes different segments of customers having different needs and wants. It can be classified asGeographic division It is to divide the market on the basis of its location, regions, towns, urban center or country.Demographic Segmentation It is most common basis of market segmentation. This factor is directly related to the demand of the produc t and it is easy to measure. It can be classified as age group of consumers, gender, Life style, income of family etc.Psycho graphic Segmentation it divides the consumer of the basis of social class, lifestyle of consumers or personality. This helps the company to examine the quality that how a person thinks, feels, and behaves.Behavioral Segmentation It divides consumer on the basis of their attitudes, knowledge, response or uses to a product.Considering all the above factors, Cadbury has targeted different segments within the market asBreak segment some products are consumed during short breaks with coffee and tea, for utilisation snack range and Perk. disposition segment under this segment products are purchase on desire, for example Cadburys Dairy Milk, temptation etc.Take home segment this segment express the products that are purchased from supermarkets and taken home for consumption, for example Bournvita.SWOT Analysis of CadburySWOT Analysis is the method to evaluate the Strength, Weakness, Opportunity and Threats involved in an organization. It includes identifying the internal and external factors that are favorable or unfavorable to attain the objectives of the organization.Strength1. Largest global confectionery supplier.2. Market leaders in three sectors Chocolates, Confectionery and food drinks3. Cost of Production is first due to frugal of scale which leads to higher profit and better market penetration.4. High financial strength.5. Strong brand name and leader in innovations.Weakness1. shortsighted technology in India as compared to other nations2. Limited key products as it is depended only on chocolates and beverage market compared to other competitors.Opportunities1. Growing middle class and growing urban population.2. change magnitude gifts cultures.3. Substitute to Mithais with higher calories/cholesterol.4. Increasing concept in departmental stores- desire at cash counters.5. Opportunity increases with increase in market shares by acquisition.6. Transfer production to low cost countries where labour cost and raw material will be cheap.7. Introduction of new products with low fats.Threats1. Due to highest brand equity and low cost, it is successful in India.2. Globalization will bring in better brands for upper end of the market.3. High fats and calories in the products of Cadbury may reduce the demand of the consumers who are conscious of nutrition and healthier lifestyles.4. Competitive pressure from other national and global suppliers.ConclusionBrand plays an important role for growth in todays competitive business environment. It helps to maintain profitability in long run by differentiation in the products and loyalty of customer. Cadbury Dairy Milk brand has developed its Megabrand Product range having its own identity, but now they all comes under the Dairy Milk brand. This proposal is planned to maximise the strength of the Cadbury Dairy Milk brand. The strategy involved a packaging and range refr eshment strategy, which has resulted in a unified innovative Dairy Milk brand. Having exceeded initial sales targets by a considerable margin, the strategy can be considered a success Branding is also one of the most important parts of any business whether it is small or large, B2B or retail. An effective brand strategy results into the major periphery in increasingly competitive markets. The foundation of the brand is your logo, website, packaging and promotional materials all of which should integrate your logocommunicate your brand.