PRESENTED BY:-Abhishek Singh TomarAmeya GodboleNikhilesh Patil

• Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world! Our billion-dollar brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, we have worked with the Kerala Agriculture University to undertake cocoa research and released clones, hybrids that improve the cocoa yield. Our Cocoa team visits farmers and advise them on the cultivation aspects from planting to harvesting. We also conduct farmers meetings & seminars to educate them on Cocoa cultivation aspects. Our efforts have increased cocoa productivity and touched the lives of thousands of farmers.

Huge market potential

India offers huge market potential and is a priority market for Cadbury. The company also leverages India as a manufacturing base for producing products for the overseas market. Cadbury India has 4 company owned factories and as many third party manufacturing contractors. It also has a wide Sales & Distribution infrastructure consisting of 33 depots managed by 4 regional sales branches across India.

GEOGRAPHIC SEGMENTATION

• The market presently has close to 60MNconsumers and they are mainly located inthe urban areas. Growth will mainly come through an increase in penetration asincome levels improve.

• However, almost all of this consumptionis in the cities, and rural India is nearly‘chocolate-free’. But the fact is thatthree quarters of indians live in ruralareas. “Average summertime temperaturesreach 43 degrees celsius in india.Chocolate melts at body temperature of36 degrees.”

DEMOGRAPHIC SEGMENTATION

• AGE-• •CHILDREN - 55%

•ADULTS - 12%•YOUNG ADULTS - 33%

• •INCOME LEVEL- IN THE MIDDLE AND

• HIGHER INCOME GROUPS

IMPULSE SEGMENTFOR EATING THAN AND THERE

“KHANE WAALO KO TO KHANE KA BAHAANA CHAAHIYE”

GIFT SEGMENTPURCHASE TO GIFT SOMEONE

Festival segment

TARGET

The prospective customers for dairy milk has changed from kids to every member in a family i.e age are no boundaries to enjoy cadbury.

POSITIONING

For kids across India,The word ‘Cadbury’ is synonymous with chocolates. 

CDM positioned as‘The perfect expression of love’ 

“Mazzaaagaya”spontaneous, carefree, special, real moments. 

“KuchMeetha ho jaye “The brand want itself to be synonymous with

Sweet.

DIFFERENTIATION

Extensive and strong distribution networkPrice RangeConsistent Taste

BIBLIOGRAPHY •WWW.CADBURY.CO.UK•WWW.CHOCOLATEREVIEW.CO.UK•WWW . CADBURYS CHWEPPES.COM•WWW.WIKIPEDIA.ORG•WWW.CADBURY.COM•WWW.OPPAPERS.COM

Thank you