138325968 Fmcg Marketing Cadbury

8/12/2019 138325968 Fmcg Marketing Cadbury

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AIMS

MARKETING APPLICATIONS & PRACTICES

FMCG MARKETING

CADBURY DAIRY MILK ACTIVE


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FMCG INDUSTRY

DEALS WITH THE PRODUCTION,

DISTRIBUTION AND MARKETING

OF CONSUMER PACKAGED GOODS.

FMCG ARE PRODUCTS THAT

CONSUMED BY THE CONSUMERS AT A REGULAR INTERVALS

AT RELATIVELY LOW COST

DON'T REQUIRE A LOT OF THOUGHT, TIME AND FINANCIAL INVESTMENT TO

PURCHASE


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PERSONAL CARE

ORAL CARE

HAIR CARE

SKIN CARE, COSMETICS,

DEODORANTS

PERFUMES..

HOUSEHOLD CARE

LAUNDRY SOAPS

MOSQUITO REPELLENTS

DISH CLEANERS

FOOD & BEVERAGES SOFT DRINKS,

BAKERY PRODUCTS

TEA, COFFEE

VEGETABLES .

FMCG CATEGORY & PRODUCTS


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HISTORY

Cadbury plcis a British confectionery company which began its operations in India

in 1948.

It has manufacturing facilities in Thane, Induri (Pune) and Malanpur (Gwalior),Bangalore and Baddi (Himachal Pradesh)

By 1969, the groups growth was rapid and also listed itself at Indian Stock

Exchange

Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.

Cadbury plc was acquired by Krats food in feb 2010 and now they are the largest

confectionary company in the world


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INTRODUCTION

Early 90's, Meant for kids',

Mid 90's , `Real Taste of Life' campaign,

`just for kids ---- kid in all of us

Campaigns:

'Khanewalon Ko Khane Ka Bahana Chahiye'

'Pappu Pass Ho Gaya

Shubh Aarambh--Koi bhi shubh kaam karne

se pehle kuch meetha khalena chahiye.

Kaam acha hota hai.


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CURRENT PRODUCTS

Product Brand:

Chocolates:

5star

Perk Dairy Milk

Celebration

Temptations

Eclairs

Gems

flake


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CURRENT PRODUCTS

Snacks:

Bytes, Cadbury Snaps


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CURRENT PRODUCTS

Beverages:

Bournvita

Candy:

Halls

Gums:

Bubbaloo


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MARKET SHARE


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SWOT

STRENGTHS

The third largest soda (soft drink) company.

The fourth largest confectionary company in the world

Products are sold over 200 countries.

Around 10 Billion Pounds of market capitalization

Owns brands such as Orangina, Snapple, Dr. Pepper,

7 Up, Motts, Bubbilicious and Trident


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SWOT

WEAKNESSES

Very few new products are created by own group.

Small range of products.

The company has relatively high prices

Transportation and its costs giant because of the companies size

Production costs high due to manufacture of most products taking

place mainly in the UK

Quality of new products is automatically expected to be very good


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SWOT

OPPORTUNITIES

Expand into new markets

Produce new products

Try different types of businesses.

Acquisition of more famous and well known brand names

Leadership in Soft Drink market

Expand product range in order to target multiple user groups


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SWOT

THREATS Rise of transportation prices

Other companies such as Nestle who also strive for market

leadership

Change in laws that inhibit production or sales in any way

Rationale for being listed questionable (small market cap and one

major shareholder)

Exposed to tight labour market and wage inflation


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Industry Competitors

(Segment Rivalry)

Low

Suppliers

(Supplier Power)

High

Potential Entrants

(Threat)

Low

Buyers

(Buyers power)

Medium

Substitutes

(Threat Of Substitutes)

Medium

PORTERS FIVE FORCE MODEL


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PEST ANALYSIS

Political

Any change in laws orregulations, especiallyconcerning international

trade and food labelingcould greatly affect Cadbury

Awareness of the FoodSafety Act

Cadbury needs to makesure none of its companiesare breaking laws in theproduction, and for exampleemploying children orpaying under minimumwage. Otherwise, scandalsand lawsuits would greatlyhurt Cadburys reputation

Economical

World economy relativelygood at the moment, wouldsupport the launch of a new

chocolate bar High consumer spendingand low interest rates alsoencourage a new product

Confectionary market isgrowing, very high salesand still many uncoveredsegments

Social

Many people trying to eathealthy and cut down onconfectionary goods and

soft drinks due to thecurrent skinny is beautifultrend

Public opinion of Cadburysis high, no major concernsto stop consumers frombuying their products

Technological

Production is high due tohigh technology machinesand factories enabling high

quality mass production Medias such as theinternet, television and theradio enable large amountof cheap advertisement

Internet is a good place tosell goods, evenconfectionary ones.Provides a new consumergroup with access toCadbury and allows evenlarger sales due to a largeroverall consumer group

THE LAUNCH STRATEGY OF CADBURY


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THE LAUNCH STRATEGY OF CADBURY

DAIRY MILK ACTIVE

Marketing Mix:

Product

Price

Place (distribution)

Promotion.


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NEW PRODUCT

Herbal Chocolate Anti-oxidant

Herbal Chocolate Energy

Chocolate Hoodia

Chocolate Ginseng


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OUR NEW PRODUCT DEVELOPMENT WITH HEALTH

BENEFITS!

Merging chocolate with herbs to create a healthy delicious synergy.


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BENEFITS

1. Herbal Chocolate Anti-oxidant

2.Herbal Chocolate Energy

(mental alertness & energy and mood elevator )

3.Chocolate Hoodia

( curbs appetite & gives control over eating)

4.Chocolate Ginseng

( Natural Adaptogen & top health and vitality herb )


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PRICEWe have chosen a low price strategy to attract our target

customers.

10 gms Rs. 15

20 gms Rs. 25

50 gms Rs. 75


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PLACEMetropolitans cities

Mumbai

Delhi

Kolkata

Bangalore

Pune

Chennai

Ahmedabad


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PROMOTION

Advertising ( Radio & T.V)

Free Samples for tasting

Retail outlets & Malls

Print media


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SEGMENTATION

Geographic:(Urban & Semi-Urban)

Demographic:

(All age groups)

Psychographic

(Lifestyle)


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TARGETING

It is mainly targeted towards health conscious

people like Athletes and Models.


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POSITIONING

It will be positioned as a chocolate which satisfies the taste

buds without affecting the health.

A chocolate to be enjoyed without any worries about health.


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DIFFERENTIATION

UNIQUE PRODUCT

VARIETY

HEALTHY & TASTY


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FINANCIAL OBJECTIVE

To make the brand financially more sound &

profitable


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BUDGETING

RAW MATERIAL(INCLUDING THAT OF HERBAL)

50,00,000

MACHINERY 1,50,00,000

PR ACTIVITIES 1,00,00,000

MARKET RESEARCH 15,00,000

OTHER EXPENSES 15,00,000

PACKING AND DISTRIBUTION EXPENSES 25,00,000

PROMOTION EXPENSES

5,00,00,000

8,55,00,000


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CONT..

UNITS RS/UNIT INCOME

Rs 15 * 50,000 boxes 50,000*100 50,00,000 15 7,50,00,000

Rs 25 * 30,000 boxes 30,000*100 30,00,000 25 7,50,00,000Rs 75 * 20,000 boxes 20,000*100 20,00,000 75 1,50,00,000

100,00,000 16,50,00,000


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THANK YOU!!

138325968 Fmcg Marketing Cadbury

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