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Marketing Finance- Presentation
Presented by
Pratik Tambe
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Company Profile
Cadbury India Ltd. is a fully owned subsidy of KraftFoods Inc.
Cadbury was incorporated in India on 19th July, 1948.
Cadbury began its operations in India by importing
chocolates.
Currently, Cadbury India operates in four categories:
chocolate confectionery, milk food drinks, beverage
and candy & gum category.
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Global Reach Approximately $50 billion in revenues
25%+ of global revenue from emerging markets
#1 in global confectionery More than 50% of global revenue from snacks and
confectionery
Brand Portfolio
11 brands with more than $1 billion in revenue
80% revenue from #1 share positions
Continued..
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Brand Elements
Brand Name: Cadbury
The Logo:
The Tagline/ Slogan:1. Kuch Meetha HoJaye
2. Kyunki Sirf Shagun Hi Kaafi Nahin3. You don't just buy a Bournville; you earn it
Brand Ambassador: Amitabh Bachchan
Trademark Colors: Purple
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Product Mix
Chocolate confectionery: Dairy Milk,
Bournville,
5-Star,
Perk,
Gems,
Eclairs,
Shots
Bubaloo Gums
Halls
Beverage: Bournvita
Tang
Snacks/Biscuit:
Oreo
Bytes
Cooking products:
Cooking Chocolate
Cocoa
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Product Life Cycle
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Product Development
Product development considered for snack bars such
as Dairy Milk, Bournville.
Chocolate square separated and made 50% thinner;
improves perceived quality, reduces health concerns
and encourages sharing.
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Marketing Mix
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Product
Quality
Packaging
Available sizes
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Place
High End Grocers(HEG )
Food Stores
Supermarket/Hyper market Chemists
Low End Grocers(LEG)
Location
All over INDIA
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Promotion
Promotional Medium Television
Website
Print media
Visual display and Hoardings
Promotional Programs
Advertising Superior marketing & Publicity
Bournvita Quiz contest
Cadbury delicious book
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Price
Premium Dark Chocolate: Bournville
Mid price range: Cadbury Dairy Milk: Withflavor variants like fruit and nut, almond etc.
Lower price point: Cadbury Five star, Perk,Gems, Shots etc.
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Segmentation
Geographic Segmento REGION: countrywise;province-wise; city-wise etc
o Demographic segmentation:(A) age: under 13, 13-35,over 35
(B) gender: male, female, children(C ) income: upper middle & lower class people
Impulse Segment- For eating then and there.
Khaane walo ko khane ka bahana chahiye
Gift Segment- Purchased to gift some one.
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Target Market
The prospective customers of Cadbury have
changed have changed from kids to adults-
including every family member to celebrate any
occasion with Cadbury products.
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Positioning
For kids across India, The word Cadbury is synonymous with chocolates.
CDM positioned as The perfect expression of love
Mazza aa gaya
Spontaneous, carefree, special, real moments.
" Kuch Meetha ho jaye The brand want itself to be synonymous with Sweet.
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STRENGTHS
-Distribution Network
-Market Share
-Aggressive Marketing
-Rich product mix.
WEAKNESS
- Little penetration in the rural sector.
THREATS
-Rise in the cost of chocolate and dairy products.-Entry of many foreign players in the IndianConfectionary market, which are giving higher
margins to the retailers.
-The company has large exposure to foreigncurrency exchange rate risk
OPPORTUNITIES
Co-branding with other manufacturers of foodand drink
SWOT
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Operation in IndiaManufacturing plants:
Thane
Induri (Pune)
Malanpur (Gwalior)
Bangalore
Baddi (Himachal Pradesh)
4 sales offices:
New Delhi
Mumbai
Kolkata
Chennai
Corporate/Head office:
Mumbai
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Competitors
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Cadbury Dairy Milk & Bournvita have been declared a"Consumer Superbrand" for 2006-07 by Superbrands India.
Cadbury India has been ranked 5th in the FMCG sector, in a
survey on India's most respected companiesby sectorconducted by Business World magazine in 2007.
Cadbury India has been ranked as the 7th Great Place to Workand the No. 1 FMCG company in India in 2008.
Asian Marketing Effectiveness Awards 2008 for BournvitaFolk/Fusion campaign - GOLD award for the "Best Insights andStrategic Thinking" and SILVER award for the 'Most EffectiveUse of Advertising'.
Achievements
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Thank You