Cadbury Dairy Milk Marketing Project
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The document provides a comprehensive analysis of the chocolate market, detailing historical trends, key competitors, and market growth projections. Notably, it emphasizes Cadbury's significant role in India's expanding chocolate industry, with expected revenues of $3.2 billion by 2018. Additionally, the report highlights consumer behavior nuances and critical success factors influencing the chocolate sector's evolution.
Cadbury Dairy Milk Marketing Project
- 1. Presented By; Sohel Jamadar – (CMBA-4)- 1448 Swaraj Mishra - (CMBA-4)- 1450 Akash Shukla - (CMBA-4)- 1417 Larika Arora - (CMBA-4)- 1431 Nikhileshwar Ravishankar - (CMBA-4)-1433
- 2. a. The overall market size, growth trends and future projections b. The main market segments; their size and consumer behaviour trends c. Major macro and global environmental influences on the market and Critical Success Factors d. Analyse the Industry with the help of Porter’s 5 Forces Model e. The main market competitors; their market share and their strengths and weaknesses f. The main channels of distribution and their strengths and weaknesses OBJECTIVES
- 3. “When most of us hear the word chocolate, we picture a bar, a box of bonbons, or a bunny. The verb that comes to mind is probably "eat," not "drink," and the most apt adjective would seem to be "sweet." But for about 90 percent of chocolate's long history, it was strictly a beverage, and sugar didn't have anything to do with it.” (Bensen, 2008) "chocolate" comes from the Aztec word "xocoatl,“ which referred to a bitter drink brewed from cacao beans. History of chocolate From the research of University of Pennsylvania the people of Honduras were using cocoa in the 1400 B.C. as an alcoholic beverage. Source: A Brief History of Chocolate By Amanda Bensen March 1, 2008 http://www.smithsonianmag.com
- 4. In 1828, a Dutch chemist created powdered chocolate by removing 50% of natural fat from chocolate and to cut the bitter taste it was added with the alkaline salts. It was very much popular as “Dutch cocoa” and it lead to solid chocolate. Modern chocolate bar was first made by Joseph Fry in 1847. Addition of honey to chocolate by Spanish people and popularized the drink in Europe. In ancient time in Latin America, cacao beans were used as currency. Source: A Brief History of Chocolate By Amanda Bensen March 1, 2008 http://www.smithsonianmag.com
- 5. Cadbury year events 1824 John Cadbury opened the shop at Bull Street shop. 1847 The business moves to Bridge Street. 1847 Fry's Produce the First Chocolate Bar. 1866 launch of 'Cadbury Cocoa Essence‘. 1875 First Milk Chocolate Bar by Daniel Peter . 1875 Cadbury Easter egg . 1897 Cadbury Milk Chocolate was Launch. 1905 First Cadbury logo commissioned. 1906 Bournville Cocoa was launched. 1914 Fry's Turkish Delight was Launched. Source: https://www.cadbury.co.uk
- 6. 1915 Milk Tray was launched. 1919 Cadbury purchases Fry's. 1920 Cadbury Dairy Milk 1920 Flake is Launched. 1921 Cadbury script logo first appears. 1928 The 'Glass and a Half' symbol is introduced. 1928 Investment Begins in Cadbury Dairy Milk Ads. 1929 Crunchie was Launched. 1938 Cadbury Roses were Launched. 1947 Milk Tray Bar was Launched. 1948 Fudge was Launched. 1955 First Cadbury TV advert. 1960 Skippy was Launched. 1967 Aztec Bar was Launched. 1967 Toffee Buttons were Launched. Source: https://www.cadbury.co.uk
- 7. 1969 Cadbury Merges with Schweppes. 1970 Curly Wurly, Jamaica were launched. 1981 Wispa was Launched 1985 Boost Coconut was Launched 1987 Twirl was Launched 1989 Inspirations were Launched 1990 Cadbury World Opened 1996 Cadbury Fuse was Launched 2003 Cadbury Schweppes Bought Adams and Becomes the World's Leading Confectionery Company. 2007 The Gorilla Advert Premiers. 2008 Cadbury and Schweppes Demerged. 2008 Cadbury Cocoa Partnership Launched in Ghana, India, Indonesia and the Caribbean to boost the cocoa production farm. 2010 Cadbury becomes part of Mondelēz International. Source: https://www.cadbury.co.uk
- 8. Cadbury In India 1948 - Incorporation on 19th July with launch of Cadbury dairymilk in India. 1967 -`Five Star’ .1968 –’Gems' .1978-Cadbury Bournville. 1987 - Company launched new products such as `Crackle', `Orange‘,`Strawberry Krisp', `Mello', and `Wildlife bar‘ and in foods drinks, the Company launched `Choc O Cheer’. 1988-protein drink `Enriche' was introduced. 1989-enter to ice-cream market with brand name `Dollops'. 1995 -`Perk' was launched. 2000 –’Perk Slims’.2007 - 'Ulta Perk'. 2008- Cadbury relaunched its Bournville brand of dark chocolates. 2010 - ‘Dairy Milk Silk' has been introduced and Perk with glucose. 2012-”Toblerone” and “Cadbury Celebration”. 2014-Cadbury Glow 2014-April Cadbury India change to “Mondeleze India Foods Limited”. Source: www.moneycontrol.com
- 9. Euromonitor predicts the industry will enjoy a 6% rise in revenues in 2014, delivering record global revenues of US$117bn. This robust performance is driven by a 2.1% increase in volume, reflecting growing appetite for chocolate in emerging markets. (John A. Morris ,A taste of Future,KPMG-2014) 5.8 7.2 8.5 0 2 4 6 8 10 1999 2009 2020 MillionTons year Consumption in World wide Sources:- 1. A taste of Future, KPMG international-Consumer Market June 2014, By John A. Morris 2. http://www.statista.com The overall market size, growth trends and future projections in the world Market
- 10. Company Net Sales 2013 (US$ millions) Mars Inc (USA) 17,640 Mondelēz International Inc (USA) 14,862 Nestlé SA (Switzerland) 11,760 Meiji Holdings Co Ltd (Japan) 11,742 Ferrero Group (Italy) 10,900 Hershey Foods Corp (USA) 7,043 Arcor (Argentina) 3,700 Chocoladenfabriken Lindt & Sprüngli AG (Switzerland) 3,149 Ezaki Glico Co Ltd (Japan) 3,018 Yildiz Holding (Turkey) 2,500 Source: http://www.icco.org
- 11. India's chocolate market is estimated at around Rs 3,000 crore and the overall chocolate market is growing 15% a year. According to TechSci Research, India's chocolate market is expected to reach $3.2 billion by 2018. (Mukherjee and Bhusan, 2013) 580 320 290 270 190 0 100 200 300 400 500 600 700 Belarus Venezuela Nigeria India Argentina Total % growth 2007-12 Countries 5 Fastest growing chocolate industry from 2007-12 Sources: 1. India is the fastest growing market for adult consumption of chocolates and candies Writankar Mukherjee & Ratna Bhushan, ET Bureau Aug 1, 2013 http://articles.economictimes.indiatimes.com 2.A taste of Future, KPMG international-2014, By John A. Morris The overall market size, growth trends and future projections in Indian Market
- 12. 0 5 10 15 20 25 India Latin America Brazil China Russia Estern Europe Maxico percentage 21 12 11 9 8 7 4 Percentage Compound annual growth rate of the chocolate industry in emerging markets between 2011-17 Source:-www.statista.com
- 13. Source: http://businesstoday.intoday.in Cadbury india’s Market share in different segments in 2012
- 14. Cadbury India net profit Statistics 45.95 68.81 117.65 165.78 188.63 220.98 297 303.4 498.34 2005 2006 2007 2008 2009 2010 2011 2012 2013 Cadbury net profit(Cr.) Cadbury net profit Sources:- 1. http://articles.economictimes.indiatimes.com 2. http://www.moneycontrol.com $190 million to build the country's largest chocolate manufacturing plant near Hyderabad.
- 15. Cadbury 67% Nestle 21% Ferrero 6% Others 6% Market share of Chocolate Industry By brand in India Dairy Milk 35% Bournville & Silk 18% others 47% Market share of Dairy Milk in Chocolate Industry in India Sources:- 1.http://articles.economictimes.indiatimes.com 2.http://lifeatunitedworld.wordpress.com
- 20. Western Europe, 32 NorthAmerica, 20Asia, 17 Latin America, 13 Eastern Europe, 12 Middle East and Africa, 4 Austalasia, 2 Market Share and Size of Chocolate industry Source: The chocolate of tomorrow,KPMG International- june 2012, By John A. Morris.
- 21. MARKET SEGMENTS OF CADBURY DAIRYMILK • A Market segment consists of a customers who share similar set of needs and wants(Kotler, 2013). • Cadbury dairy milk also divides the market into different group of customers. • Dairy milk is the megabrand of the Cadbury Family focusing on consumers of all ages. • One notable form of customer segmentation that Cadbury utilizes is behavioural segmentation, which is based on actual customer decision- making processes towards Cadbury’s products. We can understand it by following discussion.
- 22. Demographic Segmentation 13 - 19 29% 20 - 25 22% 26 - 30 19% 30 - 40 30% AGE GROUP Generation: Little girls and boys, be advised to keep your chocolates and toffees safe...or your parents may bite into them! Income: Cadbury pricing strategy is low costing, availing any one can afford. Gender: For purchasing Cadbury dairy milk gender does not matter. Cadbury dairy milk are for all type of persons whether male or female. (Mukherjee and Bhushan, 2013) Source: India is the fastest growing market for adult consumption of chocolates and candies, By Writankar Mukherjee & Ratna Bhushan, ET Bureau Aug 1, 2013 http://articles.economictimes.indiatimes.com
- 23. Behavioural Segmentation • Decision roles: The decision role is played by the children and youngsters when to buy the Cadbury dairy milk. • Occasion: For purchasing the Cadbury dairy milk no specific occasion are required. • Benefits: Cadbury dairy milk is easily available everywhere when we need it. • User status: There are mainly the Impulse users found in the user status of Cadbury dairy milk. • User rate: The user rate is heavy in the behavioral segmentation of Cadbury dairy milk. • Loyalty status: There is mainly the absolute loyal customers. • Attitude: There is an enthusiastic type of attitude seen in buyers(Porter, 2013).
- 24. Behavioral Market Segments On The Basis Of Usage 23 24 20 24 Relaxation 19 23 24 23 Sharing 32 23 19 23 Hunger 12 14 20 14 Rejuvenation 7 11 9 9 Indulgence 4 6 10 6 Celebration 3 0 0 1 Health 1 1 1 1 Romance Any Snack Small Individual Chocolate Bar Chocolate Any Chocolate Source:Indiaisthefastestgrowingmarketforadultconsumptionof chocolatesandcandies, WritankarMukherjee&RatnaBhushan,ETBureauAug1,2013 http://articles.economictimes.indiatimes.com
- 25. Campaigns Targeted Market Kid In all of us, Real Taste of Life ,Kuch khas hai Zindegi main, No Umar far Lalach. Psychology ( there is a kid in all of us). Higher age people can eat chocolate without fear. Khane walo ko khane ka bahana chahiye. Replacing “mithai” on the Family Occation. Behavioral(usage based)Mass marketing. Kuch Mitha ho jae(all ads). Behavioral(Special Moments) and ceremoney. Middle age group. Segments Targeting Source:- 1. Cadbury Dairy Milk's Advertising Campaigns in India,2012 http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG287.htm
- 26. Mitha hai Khana aaj peheli tarikh hai. All family members in a middle class nuclear family. Psychology on the basis of Family life style and status. Kiss me and Miss me. Youth and Middle age group and little high standard of living. Behavioral (Loyal) as well as Psychology (a child in everyone), (Premium segment). Dairy Milk Silk Miss PalamPur. Rural market with lntroduction of Rs 5/- Dairy Milk. Villages(Geographic segment) Pappu Pass Ho gaya. All types of Students. Behavioral(User status or Happy moments). Campaigns Targeted Market Segments Targeting Source:- 1. Cadbury Dairy Milk's Advertising Campaigns in India,2012 http://www.icmrindia.org
- 27. Positioning • Youth see Cadbury as a synonym for chocolate • In the initial stage it positioned itself as “spontaneous, special, carefree, real moments (‘Mazza aa gaya’). • Later it tried to position itself as brand that is synonymous with sweet (‘Kuch meetha ho jaye’). • Dessert after meals. • The most recent campaign (‘Shubh Aarambh’) tries to position as auspicious as the sweet which is generally offered as ‘bhog’ to gods.Source: PERSONALITY THEORIES, IMPULSE PURCHASES AND CHOCOLATES; 2014 By S. Ramesh Kumar. http://tejas.iimb.ac.in/articles/97.php
- 28. Product Weight(gms) Price(Rs.) Dairy Milk 9.5 5 Dairy Milk 20 10 Dairy Milk 38 20 Dairy Milk Crackle, Roast Almonds 42 35 Dairy Milk Wowie 17 10 Dairy Milk(silk) 95 60 Pricing strategy
- 30. Attraction toward buying Consumers are influenced to buy a particular brand/product based on the criteria of importance Brand/Image Quality Flavour/Taste Source: international journal of Business and Management Tomorrow September-2012 Vol.2 No.9 ISSN: 2249-9962 Published by SPIRI
- 31. With rapidly changing lifestyle chocolate eating is definitely going to be widespread and acceptable. In the industry, both population and family incomes as well as urbanisation are on the increase stage. There has been a significant growth in the middle class, with 5.8 million people having upgraded to the quoted middle class. Due to above reasons the growth in the chocolate market is estimated to be at 22%. Source: TRANS Asian Journal of Marketing & Management Research Vol.1 Issue 1, September 2012, BY DR. B. C. M. PATNAIK; PRADEEP KUMAR SAHOO 12
- 32. Tradition for gifting sweet is increasing. Shifting consumer preference from “Mithai” to sweet. Increasing demand for sugar free and diet chocolate. Eating at the time of hunger.Increase in the disposal income of the urban people. Income capacity of Rural people is also increasing. Communication(I nfrastructure) is also playing a key role. Less penetration in the Market. Critical Success Factor for Chocolate industry. Source: http://timesofindia.indiatimes.com
- 33. Major Global Influence factor For India •Milk Rate, sugar rate(raw material) (Shah, 2012) •Inflation •Infrastructure for storage (cold storage included) •Labor issues and transportation problem for distribution. •Worm Controversy (Vaid, 2006) •Rise in fodder prices (Mukherjee, 2014) •Issues of Labeling (Barman, 2013) International •Global Warming. •Ebola. •Child Labor. (Griek, 2010) •Increase in International oil price. •Political condition of African Country. (Globalwitness)
- 34. Critical Success Factors of Cadbury 1. Extensive Distribution Network 2. Creation of Strong Brands 3. Customisation of Products for India 4. Leveraging the India Advantages 5. Managerial Talent 6. Huge Market Potential (Chavan, 2010)
- 35. The company has moved from a growth of 20%-23% each year before 2009 to over 30% in 2010, and 40% in the first nine months of 2011. (Malviya and Vyas , 2012) Cadbury Dairy Milk, a driver of the chocolate category in India, grow at a compounded growth rate of 30% per annum.(Agarwal,2012) Sources: 1. http://articles.economictimes.indiatimes.com 2. http://www.livemint.com BCG Matrix
- 36. Product Life Cycle of Cadbury Introduction Growth Maturity Decline Growth Time
- 37. Porter Competitive Model Cadbury Dairy Milk Bargaining Power of Buyers(high) • Large Volume Buyers • Shifting Cost Low • Psychology of Buyers Threat to Potential New Entrant(low) Threat of Substitute Product (moderate) Intra-Industry Rivalry SBU: Cadbury Rivals: Nestle, Mars, Amul, Perfetti, Parle, Ravalgaon, Nutrine & Parry’s • Knowing Indian Consumers • Established Company • Brand Building • Strong Distribution Channel • Supply of cocoa • Switching Cost High • Sugar Industry • Labor Unions • Quality Standards Bargaining Power of Suppliers(low) • Cookies, Sweets • carob confections • Ice creams • Cakes and pastries • Fruits and other natural products Source: (Porter, 2008)
- 38. Wide consumer’s across the globe. It is a chocolate brand built upon a reputation for fine products and services. The maker of Cadbury chocolate is close to introducing heat-resistant bars it can sell at market stalls in Africa and some of the world's hottest places. (BST, June 2013) Cadbury is the world’s leader in chocolates. Known to have the best manufacturing and a wide distribution channel, Cadbury has a presence in 200 or more countries. Cadbury Strength The main market competitors their strengths and weaknesses Sources: 1.http://managementparadise.com 2.www.techieoasis.org 3.www.food-info.net
- 39. Weaknesses Cadbury has no apprehensions of cannibalization of its chocolate brands Transportation and storage infrastructure People avoid having chocolate thinking about animal fat (E442). It has being relatively a high price brand. Sources: 1.http://managementparadise.com 2.www.techieoasis.org 3.www.food-info.net
- 40. It is the largest food company in the world measured by revenues. Nestlé's sells baby food, breakfast cereals, coffee, confectionery, dairy products, frozen food, pet foods, yoghurt and snacks. It owns several major consumer brands such as Stouffers, Nescafe, Kit-Kat, Carnation, Nestlé Water, and many others. Mergers and acquisitions and joint ventures to increase market share. (Nestle M&A,2013) & strong advertising. Weakness Inability to provide consistent quality in food products Weak implementation of Customer Service Relationship Complex supply chain management Nestle Strength Source: SWOT Analysis of Nestle , the popular food brand. Oct 24,2014. http://pestleanalysis.com
- 41. Amul Strengths High brand equity. Products available at affordable price. Successful advertising and marketing campaigns Strong network. Weakness Low market share in chocolates segment. Strong competition from international markets Source: Amul is ‘taste of India’, says survey. BS reporter, Sept 12, 2007. www.business-standards.com
- 42. Mars Strengths • The company has presence in more than 74 countries across North America, Asia Pacific, Europe, Latin America and Middle East. International brand name and brand presence • High brand loyalty • Great taste and packaging • Highly regarded as a global chocolate brand • Sponsors global football teams Weakness • Expensive chocolates • Not easily available • Milky Way has a low sales percentage of Mars domestic market share. Source: Mars Inc in packaged food. April 2014. www.euromoniter.com
- 43. SWOT ANALYSIS • Number 1 chocolate brand in India with lot of variants like Fruit & Nut, Crackle and Roast Almond, Éclairs • Celebrity brand ambassadors • Excellent advertising, reach and accessibility • High brand loyalty Strengths • Rural Distribution penetration is less. • Quality control need to be strengthened. Weakness Source :- http://www.mbaskool.com
- 44. •Untapped rural markets •Better product packaging and preservation •Sugar free category Opportunities •Other brand and local chocolate Manufacturers, like merger of mars and Wrigley in 2008. •Obesity concern, Sweets as substitutes Threats Source :- http://www.mbaskool.com
- 45. Political Subject to food and drug administration guidelines. Licenses and regulatory fees, for eg. employee children or paying under minimum wage. Economical • High population growth rates and rising levels of prosperity has increased demands for affordable luxuries and treats. • Observed that chocolate industry has not been affected much, when the economy was down. Social • Wellness is a core focus. • Consumers are increasingly becoming more and more diet conscious. • Management concentrating on health and fitness. Technological Innovation such as web marketing and social media is a major growth driver in developed markets where Premium and exclusive products are prevailing themes. Source:- The Chocolate Market In India Cadburys Marketing Essay http://www.ukessays.com
- 46. Channel of distribution “The marketer uses distribution channels to display, sell, or deliver the physical product or services to the buyer or users”. Philip Kotler Two Types: Direct • Internet • Mail • Mobile phone • Telephone Indirect • Distributers • Wholesalers • Intermediaries • Retailers
- 47. Channel of distribution of Cadbury Factory/Production unit Retailers C&F Agents Re-Distributors Consumers Depot Wholesaler Modern Trade
- 48. Factory/Production unit Thane Induri(Pune) Malanpur(Gw alior) Banglore Baadi(H.P) Four Sales Offices New Delhi Kolkata Mumbai Chennai The corporate office is in Mumbai. Cadbury encompasses 2100 distributers & 4,50,000 retailers. Source :- http://www.scribd.com
- 49. Power Retailers Factory C&F Agents Mall/Supermarkets Online Distribution Factory E-Commerce Mode of Transportation Consumers Consumers C&F Agents
- 50. Journals Cadbury World A Case Study(2009) Published by Cadbury World Marketing Team The chocolate of tomorrow(2012) Published by KPMG International A taste of the future (2014) Published by KPMG International COCOA AND CHILD LABOR (www.LaborRights.org) TRANS Asian Journal of Marketing & Management Research Vol.1 Issue 1, September 2012, HOT CHOCOLATE:HOW COCOA FUELLED THE CONFLICT IN CÔTE D’IVOIRE(2012) www.globalwitness.org
- 51. Consumer buying behavior & perception towards chocolate brands and its consumption(vol 2, number 9 , 2012) Published by SPIRI Cocoa Fact Sheets(2012) Published By Wageningen UR Centre for Development Innovation Brand Development – Building the Dairy Milk Megabrand Published by The Irish Times Ltd. Choc-a-lot a chocolate flavoured resource to explore the global trade in cocoa Publihed by RISC, 35-39 London Street, Reading RG1 4PS Cocoa Industry the in West Africa A history of exploitation(2004) Published by Anti-Slavery International Bitter Harvest: Child Labour in the Cocoa Supply Chain, June 2010, by:-By Lotte Griek, Sustainability Analyst, Jennifer Penikett, Sustainability Analyst,and Esther Hougee, Research Manager Exploring the Cost of Milk Production & Potential Economies of Scale in a Dairy Cooperative, 5-22-2012, From:- Wharton Research Scholars Journal Book Kotler, P. (2013) Marketing Management, 14th edition, Dorling Kindersley (India) Pvt Ltd.
Editor's Notes
- #5: Previously chocolate were so bitter that except Latin America countries no European countries liked that and after adding honey to it Spanish people and popularized the drink. In 1828, a Dutch chemist created powdered chocolate by removing 50% of natural fat from chocolate and to cut the bitter taste it was added with the alkaline salts. It was very much popular as “Dutch cocoa” and it led to solid chocolate.