Cadbury India Product MIx

Cadbury's Company Profile,Product Mix of Cadbury,SWOT Analysis of Cadbury, Promotion Strategy of Cadbury, Questionnaire on Cadbury and Nestle (Survey), Cadbury vs Nestle : A Comparative Study (Awareness, Consumption, Direct Competition)

1. © Harshit Ahuja

2. Company profile
•Started in 1824
•By John Cadbury
•In Birmingham, England
•Headquarters : UK
•1920’s The Cadbury script logo is first used.
•Today Cadbury is the largest confectionary company in the world.
•In India, Cadbury began its operations in 1948 by importing chocolates.
•After over 60 years of existence, it today has
•Five company-owned manufacturing facilities:
Thane (Maharashtra)
Induri (Pune)
Malanpur (Gwalior)
Bangalore
Baddi (Himachal Pradesh)
•Corporate/Head office:
Mumbai

3. Cadbury
Product Mix
Chocolate
Bars
Biscuits
Chocolate Bags
and Boxes
Beverages
5 Star
Bournville
Dairy Milk
Temptations
Perk
Celebrations
Choclairs
Home Treats
Dairy milk
Shots
Gems
Bournvita Oreo

4. Chocolate Bars
Dairy Milk Perk Bournville 5 Star Temptations
Dairy Milk
6.4 gm Pouch - Rs. 5
15 gm Pouch - Rs. 10
34 gm Pouch - Rs. 25
Dairy Milk Fruit & Nut
38 gm Pouch - Rs. 40
200 gm Pouch - Rs. 395
Dairy Milk Crackle
38 gm pouch - Rs. 40
Dairy Milk Silk
60 gm Pouch - Rs. 65
150 gm Pouch - Rs. 150
250 gm Pouch - Rs. 275
Dairy Milk Roast Almond
38 gm Pouch - Rs. 45
Silk (Roast Almond)
55 gm Pouch - Rs. 65
Silk Bubbly
50 gm Pouch - Rs. 70
120 gm Pouch - Rs. 160
Silk (Fruit & Nut)
55 gm Pouch - Rs. 65
Silk (Caramello)
60 gm Pouch - Rs. 70
136 gm Pouch - Rs. 160
Dairy Milk Crunchie
200 gm Pouch - Rs. 595

5. Temptations Almond Treat
72 gm Pouch - Rs. 85
Temptations Cashew Appeal
72 gm Pouch - Rs. 89
Temptations Raisin Apricot
72gm Pouch - Rs 55
Temptations Rum Raisins
72 gm Pouch – Rs. 89
Chocolate Bars
Dairy Milk Perk Bournville 5 Star Temptations
5 Star
10.1 gm Pouch – Rs. 5
21.5 gm Pouch – Rs. 10
44 gm Pouch - Rs. 20 5 Star Chomp

5 Star Crunchy
33 gm Pouch – Rs. 25
5 Star Fruit & Nut
31 gm, Rs 25

6. Bournville Almond

Bournville Hazelnut

Bournville Rich Cocoa
31 gm Pouch - Rs. 40
80 gm Pouch - Rs. 100
Bournville Raisin & Nut
31 gm Pouch - Rs. 40
80 gm Pouch - Rs. 100
Perk Double
30 gm Pouch - Rs. 10
Chocolate Bars
Dairy Milk Perk Bournville 5 Star Temptations
Perk with Glucose Energy
20 gm Pouch – Rs. 5

7. Chocolate Bags and Boxes
Celebrations Gems Home Treats
Dairy milk
Shots
Choclairs
Celebration
75gm - Rs.50
142gm - Rs.100
199gm - Rs. 150
Celebration - Glow
240 gm - Rs. 650
Celebrations - Rich Dry Fruit Collection
264 gm Box - Rs. 600
177 gm Box - Rs. 375.00
Celebrations - Almond Magic
175 gm Box - Rs. 859
Celebrations - Raisin Magic
175 gm Box - Rs. 425
Gems
8.9 gm Pouch - Rs. 5
23.06 gm Carton - Rs. 20
18.69 gm Carton - Rs. 40
258.10 gm Jar - Rs. 250
Surprise
18.69 gm Ball - Rs. 40

8. Chocolate Bags and Boxes
Celebrations Gems Home Treats
Dairy milk
Shots
Choclairs
Home Treats – Perk
200 gm Bag - Rs. 100
Home Treats - Dairy Milk
140 gm Bag - Rs. 150
Choclairs - Gold
341 gm Bag - Rs. 116
341 gm Bag - Rs. 116
550 gm Bag - Rs. 200
Home Treats - 5 Star
200 gm Bag - Rs. 125
Choclairs – Rich Brownie
128 gm Bag - Rs. 80
368 gm Bag - Rs. 126

9. Oreo (Choco Crème)
50 gm Pouch - Rs. 10
100 gm Pouch - Rs. 25
150 gm Pouch - Rs. 35
Oreo (Orange Crème)
50 gm Pouch - Rs. 10
100 gm Pouch - Rs. 25
150 gm Pouch - Rs. 35
Oreo (Vanilla)
50 gm Pouch - Rs. 10
100 gm Pouch - Rs. 25
150 gm Pouch - Rs. 35
Oreo (Strawberry Crème)
60 gm Pouch - Rs. 15
150 gm Pouch - Rs. 35
Beverages
Bournvita
Oreo
Biscuits
Bournvita - Little Champs
500 gm Pouch - Rs. 228
200 gm Jar - Rs. 130
Bournvita – 5 Star Magic
500 gm Pouch - Rs. 200
1 kg Jar - Rs. 380
Bournvita
500 gm Pouch – Rs. 200
750 gm Pouch - Rs. 284
1 kg Jar - Rs. 380

10. Indian market leader
Powerhouse brand and
Products
Brand name, equity and loyalty
Positioning as Gift
Indian Connect
Rich Product Mix
Rural Distribution
Quality Control
Acquire Competition
Egg Ingredient
High prices
Rural markets
New Tastes
Creation Of Customers
Cost and price increase
Health consciousness on the rise
Decreasing importance of festivals
Rising demand of people, growing
purchasing power

11. PROMOTION STRATEGY

12. DATA ANALYSIS
Q1) Do you eat chocolate?
oYes 83%
oNo 17%

Q2) which chocolate brand you like the most?
oCadbury 64%
oNestle 26%
oOthers 10%

Q3) Which sub-brand do you like most from Cadbury?
oDairy Milk 62%
o5 Star 17%
oPerk 14%
oCelebrations 2%
oTemptation 5%

83%
17%
Yes
No
64%
26%
10% Cadbury
Nestle
Others
62%
17%
14%
2%
5%
Dairy Milk
5 Star
Perk
Celebrations
Temptation

13. Q4) Which sub-brand do you like most from Nestle?
oKitkat 33%
oMunch 56%
oMilky bar 3%
oBar One 5%
oMilk Chocolate 3%

Q5) Which media of advertisement influence your purchase?
oTelevision 66%
oDisplay 24%
oNewspapers 4%
oHoardings 6%

Q6) How frequently do you buy chocolates?
oOnce everyday 12%
oOnce a week 25%
o2-3 times a week 27%
oOn special occasions only 36%
33%
56%
3%
5% 3%
Kitkat
Munch
Milky bar
Bar One
Milk Chocolate
66%
24%
4%
6%
Television
Display
Newspapers
Hoardings
12%
25%
27%
36%
Once everyday
Once a week
2-3 times a week
on special occations

14. Q.7) Do you want that Chocolate manufacturers should launch some sugar
free products?
oYes 70%
oNo 30%



Q.8) Would you change your brand if they launch such products?
oYes 82%
oNo 18%



Q.9 Which Tag Line of Cadbury attracted you the most ?
oKuch Meetha Ho Jaye 50%
oRishto Ki Mithaas 20%
oShubh Arambh 30%

70%
30%
Yes
No
82%
18%
Yes
No
50%
20%
30%
Kuch Meetha ho jaye
Rishto Ki Mithaas
Shub Arambh

16. AWARENESS
Awareness Of Cadbury
98% Yes
2% No

Source Of Awareness 70% AD’s
12% Saw in shops
18% Suggestions
Awareness Of Nestle
90% Yes
10% No

Source Of Awareness 60% AD’s
30% Saw in Shops
10% Suggestions

17. Consumption
•Dairy milk 56%
•5 Star 18%
•Gems 8%
•Perk 6%
•Bournville 4%
•Dairy Milk Silk 4%
•Temptations 2%
•Celebrations 2%

•Kit Kat 40%
•Munch 33%
•Milk Bar 11%
•Bar One 9%
•Milk Chocolates 7%

Consumption
Dairy milk (56%)
5 Star (18%)
Gems (8%)
Perk (6%)
Bournville (4%)
Dairy milk silk (4%)
Temptations (2%)
Celebrations (2%)

18. Direct Competition
•Cadbury captures 72%
of market share
•In Cadbury Dairy Milk
accounts for maximum share
•Five star come at 2
nd
place


•Nestle captures 24%
of market share.
•In Nestle Kit Kat accounts
for maximum share
Munch comes at 2
nd
place



72%
24%
3%1%
Market Share
Cadbury (72%)
Nestle (24%)
Amul (3%)
Others (1%)