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Cadbury Bournville
Prepared by:
Piyoosh Bajoria
Misha Dua (11BSP0548)
Neeraj GoyalMangesh Joshi
Bansi
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• Cadbury India is the leading supplier of confectionery on the Indian market..
• A global leader in the confectionery/beverages market. Operating in India since 1948.
• Cadbury India has five production plants: Thane, Induri (Pune) and Malanpur (Gwalior),
Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and
Chennai). The corporate office is in Mumbai.
• Cadbury prides itself on its market leading brands such as Dairy Milk, Bourn-Vita, Halls, and
many more……
The company continually strives to drive innovation within the confectionery category
and offers its brands in a variety of formats and pack sizes, relevant to today’s changing
consumer environment. Critical to this success is innovation in the development of new
products and brands.
Chocolate Confectionary Milk Food Drink Candy
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Bournville is an exciting product innovation….
offering consumers the luxury and goodness of dark chocolate to treat themselves.
Background to Cadbury Bournville
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• On October 2008, Cadbury launched its Bournville brand of dark
chocolates in India.
• Bournville, a much neglected dark chocolate bar from Cadburys‘, has been
relaunched as a new category of dark chocolates in India.
• Dark chocolate is one of the fastest growing categories abroad.
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Bournville over the years!!!
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Features of the Product
The brand isretailed forRs 80 for90 gms.
Available infour variants –
•Rich Cocoa
•Almond•Hazelnut
•Raisin & Nuts
DarkChocolate – made fromthe Finest
Ghana Cocoa
Beans
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Market Research
Market research is the gathering, recording and analyzing of information about markets and their
probable reaction to product, price, distribution and promotion decisions.
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4P’s AnAlysis
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The dark brown covering of the packet with the picture of a melting chocolate
cube looks inviting.
The packaging talks about the health benefits – natural source of anti oxidants
– associated with dark chocolate.
The pack looks like one of those Switzerland-made chocolates, giving a perfect
branding for it.
Bournville has SPU ranging including – 80gm , 90gm
Product
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Bournville is made from the finest Ghana Cocoa beans and was launched in four variants:
* Rich Cocoa
* Almond* Hazelnut
* Raisin & Nut
Earlier
Now
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Price Bournville has SPU ranging including :
80
Prices Appx. For 90gm:
Ferrero Rocher – Rs. 110Mars - Rs. 120
Snickers bar – Rs. 120
KitKat – Rs. 35
Perk – Rs.25
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Promotion •Use of social media marketing
Cadbury India has created a blog, the-dark-truth.com, and a virtual character named Old Hound to strengthen the positioning of its dark chocolate brand,
Bournville.
TV Advertisement . . .
Attractive
Holdings. . .
“You don't just buy a
ournville, you
earn it ” .
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Financial projections for 1 Year
Television AD - 5 crores
Newspapers - 3.80
Hoardings – 1cr
Magazines ( health,food,fashion) - 20 lakhs
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Place
• It was launched in U.K
• Metropolitan Area’s- Mumbai; Delhi; Kolkata & Chennai in initial
stage.
• Later by it was launched in urban, semi- urban, and nearby cities.
• But they targeted in urban areas.
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Target
Market
Aimed atthe 20-30yr old agesegment
Appeal toa select
niche
ChocolateLovers
People withhigher
purchasingpower
Bournville was targeted not for all customers.
This brand is for those who love Dark chocolates.
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3 main concepts
1. Planning
2. Strategy
3 Strategy management
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The hierarchy of plan
1. Mission statement
(organization‟s goal)
2. Strategic plans (way
to achieve the goal)
3. Operational plans
(way to acieve
strategic plan)
mission
Strategic plans
Operational plans
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Weaknesses
• High Price: Bournville is priced higher than other chocolates limitingits target customer
• Small market for bitter chocolates in India: People in our country
generally prefer sweet and milky chocolates. So establishing a
position was difficult.
• Classist Perception: The message of „earning it‟ and the
„not-for-everyone‟ aura keeps a considerable section away from
consuming the chocolate.
• Promotion: Consumers are not able to relate to the advertisements
and promotions.
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Opportunities
• Changing lifestyles- Greater disposable income and
increased purchasing power among the Indian
consumers can be further capitalized.
• Gap in the “Dark chocolate” category: The dark
chocolate market segment is still unexplored and faces
no competition from other Indian brands in this segment.
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Threats
• Foreign competition: Faces tough competition from
foreign brands like Mars, Ferro Rocher and Hershey.
• Shift in consumer preference: The premium segment in
India is getting more inclined towards foreign brands in
the dark chocolate category.
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Conclusion
• The introduction of Cadbury Bournville is an example of quite radical innovation.
• For such radical innovation the early stage is not always easy as it takes time to inform
consumers and build awareness of the new product.
• However initial success suggest that Cadbury Bournville are here to stay!!!
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