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CADBOURY.pptx

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CADBOURY.pptx

  1. 1. PRESENTED BY:- MUTAHIRA (MBA 1 SEM)
  2. 2. NAME CADBURY FOUNDED 1824 FOUNDER JOHN CADBURY HEADQUATERS BIRMINGHAM, UK INDUSTRY TYPE CONFECTIONARY OPERATING COUNTRY 60 MARKETING COUNTRY 96 EMPLOYEES 89,400 PRODUCTS DAIRY MILK, PERKS,GEMS ETC.
  3. 3. 1948 Operation stated in India 1965 Pioneered the development of cocoa cultivation in India
  4. 4.  To become the worlds best and biggest confectionery company.  Have loads of stores worldwide.  Increase earnings by 15% annually.  To achieve revenue growth of 20% per year.
  5. 5. Produced at chocolate factory in Bourneville Transported to stockrooms Cadbury sells its products to shops Public
  6. 6. PRODUCT
  7. 7.  Cadbury dairy milk is made from real chocolate.  Ingredients include cocoa butter.  There is a glass and half full cream dairy milk in every 200 grams of milk chocolate.  Cadbury buys 65 million of fresh milk each year.
  8. 8. width length depth
  9. 9. PRICE
  10. 10. WEIGHT (gm) PRICE 10.5 5 22 10 40 20 42 (CRACKLE) 25 95 50 80 (FRUIT & NUT) 55 165 90 •Cadbury adopted competitive pricing. •Due to price hike in raw material and lab our costs, company had not increased price but reduces the weight of product.
  11. 11. PROMOTION
  12. 12. Media mix for the campaign comprises TV, outdoor, internet and radio Use if emotional appeals in advertising and Occasional advertising Concerned mostly on TV advertisement
  13. 13.  Cadbury appointed Amitabh Bachan as its brand ambassador.  The factor has pushed up CDM sales is the AMITABH BACHAN campaign.
  14. 14. Real taste of life Khanewalu ko khanay ka bahana chaiyay Kuch meetha ho jayay Pappu pass ho Gaya Miss palampur Aaj pehli tareekh hai
  15. 15. PACKAGING
  16. 16.  Introduced “purity sealed” packaging in January 2004.  Three layer packing.
  17. 17. STP SEGMENTATION TARGET MARKET POSITIONING
  18. 18. SEGMENTATION DEMOGRAPHIC PSYCHOGRAPHIC BEHAVIORAL GEOGRAPHIC
  19. 19.  All market segments.  Kids.  Adults including every family member.  Celebrations and occasions.
  20. 20.  For kids across India Cadbury is synonymous with chocolates.  CDM is positioned as “THE PERFECT EXPRESSION OF LOVE”.  “MAZA AA GAYA” spontaneous , carefree, special, real moments.  “KUCH MEETHA HO JAYAY”,  “SHUBH AARAMBH.”
  21. 21. PRODUCT LIFE CYCLE
  22. 22. STRENGHTH WEAKNESS OPPORTUNITY THREATS Well established brand. 70% market share Rich product mix. Aggressive marketing. Price according to Indian market Dental problems with chocolate Consumption Little penetration in rural section Sometimes packaging creates problems. Other competitors have better international Increase share through target acquisition. Increases acceptance of globalization in sector. Innovative and captured market. Cut throat competition: AMUL, NESTLE. Entry of international brands. Obsession with calories. Increased prices in raw materials. S W O T

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