Dist Mgmt Cadbury

8/8/2019 Dist Mgmt Cadbury

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ABOUT CADBURYABOUT CADBURY:y Cadbury is a leading global confectionery company

with an outstanding portfolio of chocolate, gum

and candy brands.

y They employ around 50,000 people and havedirect operations in over 60 countries, selling

products in almost every country around theworld.


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CADBURY INDIACADBURY INDIA

y Cadbury India is a fully owned subsidy of Kraft Foods Inc.The combination of Kraft Foods and Cadbury creates aglobal powerhouse in snacks, confectionery and quickmeals.

y Cadbury began its operations in 1948 by importingchocolates. 5 manufacturing facilities at Thane, Induri(Pune) and Malanpur (Gwalior), Bangalore and Baddi(Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai,

Kolkota and Chennai).

y Cadbury enjoys a value market share of over 70%.

y They are the world's No.1 Confectionery Company.

y

Their distribution reach spans 14,00,000 outlets across India


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VISIONVISIONyThe governing objective for Cadbury India is

to deliver:

oSuperior Shareholder ValueoCadbury in every pocket


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VALUESVALUES

yPerformance

yQuality

yRespect

y Integrity

yResponsibility


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CORE PURPOSECORE PURPOSEy "Working together to create brands people love

y The core purpose captures the spirit of what we are

trying to achieve as a business.

y We collaborate and work as teams to convertproducts into brands

y Simply put, they spread happiness!


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PLANS OF CADBURYPLANS OF CADBURYy Increase the width of chocolate consumption, through low

price point packs and distribution focus.

y

Increase depth of consumption, targeting regular chocolateconsumers through generating impulse and a dominantpresence at Point of Sale.

y Maintain image leadership through a superior marketing mix

y Be a significant player in the gifting segment, through occasionlinked gift packs.

y Build critical mass in the sugar business by introducing value-added sugar confectionery products.


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PRODUCTIONPRODUCTION

Introduced in 1966 at Thane(Mumbai)

Market contribution 70%

Cadbury India launching product made to International

standard of 20,000 tonne chocolate.


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PRODUCTSPRODUCTS CHOCOLATES

Cadbury Dairy Milk

5 Star Perk

Celebrations

Tempation

clairs

Gems etc.

SNACKS

Bytes

BEVERAGES Bournvita

CANDY

Halls

GUM

Bubbaloo


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DISTRIBUTION SYSTEM ADOPTED BYDISTRIBUTION SYSTEM ADOPTED BY

CADBURYCADBURY

MANUFACTURER

q

SALE

S OFFFICE

S

DESPATCHTO DIFFFERENT DISTRIBUTORS

SEMI-WHOLESALER

RETAILER

USER


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Qualities that Cadbury managementQualities that Cadbury management

look for while selecting dealerslook for while selecting dealersy Business reputation and business standing.

y Business capacity and salesmanship.

y Expertise and previous experience in the line.

y Financial capacity and willingness to invest in the line.

y Capacity to offer to customers :

y Required assortments of products.y Required services.


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y

Capacity and willingness to extend credit to customers.y Capacity to provide.

(1) Storage facilities.(2) Showrooms,

(3) Shops,(4) Service workshops,(5) Salesmen and(6) Service men commensurate with expected business

y

Social statusy Good relation with:

Consumer, especially, bulk consumers, and sub dealers.


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UNCONVENTIONAL METHODSUNCONVENTIONAL METHODS

OF DISTRIBUTIONOF DISTRIBUTION

y Sweet shops

y Gift shops

y Stationary/Book shops

y Ice cream parlours

y Fastfood joints/Restaurants

y Jewellery shopsy Exclusive chocolate parlours


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STRATEGIES FOR EFFICIENCYy Cadbury has planned to follow the following strategies,

which shows its commitment towards its shareholders,

customers, employees, suppliers & distributors:y Reducing manufacturing cost by enhancing supply chain

efficiencies & further reduction in material costs

y To seek better trading margins

y

To identify new growth opportunities, improvemanufacturing costs & supply chain processes & effectiveuse of IT.


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ADVERTISING SLOGANS USEDADVERTISING SLOGANS USED

BY CADBURYBY CADBURY

y THE REAL TASTE OF LIFE (DAIRY MILK)

y THODI SI PET POOJA KABHI BHI KAHI BHI (PERK)

yWHEN EVER ON HUNGER STRIKE (PERK)

y TAN KI SHAKTI, MAN KI SHAKTI (BOURNVITA)

y KUCH ZADA HI SOLID (PICNIC)

y YEH CHOCOLATE KHAE AAP INHE KHAE (ECLAIRS)


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SALES PROMOTION ACTIVITIES OFSALES PROMOTION ACTIVITIES OF

CADBURYCADBURY

yTo induce consumers to try the new chocolate

and to get the product pushed in the marketyFacilities to Supply chain are:

y Profit Margins

y

Scheme Cardsy Surprise Gifts

y Cash and Credit scheme


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PRICING POLICIESPRICING POLICIES

ADOPTED BY CADBURYADOPTED BY CADBURY


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FACTORS INFLUENCINGFACTORS INFLUENCING

PRICING OF CADBURYPRICING OF CADBURY


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INTERNAL FACTORSINTERNAL FACTORSy Cost of manufacturing and marketing.

y The image sought by the firm through pricing.

y The characteristics of the product.

y Demand of the product.

y

Use pattern and turn around rate of the product.


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EXTERNAL FACTORSEXTERNAL FACTORS

y The image sought by the firm through pricing.

y Competitors pricing policy.

y Buyers behavior in respect of the given product.

y

Bargaining power of major customers.y Government controls regulations on pricing.


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FUTUREFUTURE PROSPECTSPROSPECTSy Increased reach, new launches, higher marketing spend

and intensive promotions - The Mix

y Cadbury is broadening its customer appeal via 450,000

outlets. More than 2100 distributors. With addition of 8million.

y Cadbury is focusing on new channels & institutional sale asa means to growth. Child connectivity & gifting segment

also being attempted as a new growth segment by thecompany.

y Focusing on cost competitiveness, productivity &innovative utilization of assets.

Dist Mgmt Cadbury

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