cadbury market strategy in indian context

1. Presented to
Dr. P.J. Shyju
Presented by
Omkar Tiwari

2. Confectionary Market
Segmentation
Positioning
Marketing strategy

3. Brief Introduction
• Subsidiary of Mondelēz International
• Industry of Confectionery Market
• Founded Birmingham, United Kingdom (1824)
• Headquarters Uxbridge, London, United Kingdom
• Revenue £5,384 million (2008)
• Operating income £388 million (2008)
• Net income £364 million (2008)
• Employees 71,657 (2008)
• Parent Kraft Foods (2010-2012) then after Mondelēz
International (2012-present)
• Website www.cadbury.co.uk

4. Confectionary Market in India
27%
Urban
Rural
73%
Total Confectionary Market is valued at about 41billion INR

5. Market Share
Chocolate Chewing gums Hard-boiled candies
Éclairs & Toffees Lollipops Mints and lozenges
23
P
e
18 18
r
c 15
e 13 13
n
t
a
g
e
Confectionary Product Categories

6. Cadbury covers 70 % Population
Children
45%
Adult
55%

7. Gender
Male
47%
Female
53%

8. Female

9. Positioning

10. Cadbury Marketing strategy
• Cadbury is the world leader in marketing of
chocolate.
• The main target market segment will be the female
adult population in the Indian market.
• It is expected that within three years, the product
will have acquired about 30 percent of the Indian
adult female chocolate market.
• To attract rural female adult they goanna use below
line marketing strategy like adverting
– on mass media,
– off street sampling, and others.

11. Cadbury Product Segment
Chocolate Toffees
Daily Milk Éclairs
Perk
Lollipops
Gems
5 Star Mints
Celebration
Bournvita
Dairy Milk Éclairs
Éclairs Crunch
Mr. Pops & Halls

12. Pricing
On the bases of Size On the bases of Flavor
Snack and Treat size-
45 gm packages,
Fruits & Nuts
Small blocks - 100g
and 50g
Bourneville
200gm packages. Dairy Milk
Large blocks - 250g
and 350g Many more

13. Distribution Channel

14. Promotion
Offline Online

16. Indian website
Since 2004
online sales recorded from 2004 t0 2007 & it is about 30
percent of the total sales for the
company.
1000 visitors 1st year
9000 visitors 2nd year
12000 visitors 3rd year
Today Still counting…

17. 70% Market Share, Low Production Capacity,
Good Market Reputation, Distribution Network,
Cadbury India was ranked Negative effects
the 5th, on the introduction of the
Large Target Market new brand.
SWOT
Introducing of the new
brand in a less competitive
market, Level of Competition,
Host Beauty Competition, External Environment.
Cadbury adopts 'social first'
strategy.

19. Conclusion
References
On 14 August 2010, Cadbury World will be celebrating
its 20thanniversary.
Over those 20 years much has changed in the terms
of how it operates, functions, the products and
services offered.
www.cadburyworld.co.uk
www.cadbury.com
www.business2000.ie
Business world magazine in 2007 (Laura, 2008)

20. Contact us:-
Cadbury
House,
Opposite
Mahalaxmi
Temple, 19,
Bhulabhai
Desai Road,
Pedder
Road,
Thank You..
Mumbai –
Kutch Meetha ho Jaye..! 400026
+(91)-22-
40073100
1800227080,
1800228530