Group 10 Welcomes you to

BRAND STUDY ON CADBURY

Submitted By : Vaibhav Vadhwa(55)

Vemuri Sai Sowmya(56) Pooja Mani(57)

Saher Mukaddam(58) Sanika Natu(59)

Bhaskar Mishra(60)

CADBURY

• Global brand operating in more than 50 countries.

• Headquarters in Uxbridge, London, England.• 12% growth rate over last 5 years consecutively.• Chocolate industry's second-largest company

after Mars-Wrigley• Global market share - 11%• Indian market share- 70%

MAJOR COMPETITORS

Other competitors

S.W.O.T Analysis

Strengths

• Top of the mind brand.• Excellent advertising reach.• Very strong distribution network.• Loyalty of customers.• Driven by values.

Weaknesses

• Supply chain issues in rural market and remote areas.• Retailers have lesser margins as compared to other brands.

Opportunities

• Non users can be converted into users. • Globally the company can expand its operations• Huge untapped sugar-free category. • Untapped rural market

Threats

• Entry of foreign brands.• Rising obesity and consumer’s obsession with calorie counting.

STP

Segmentation Geographic-country - rural and urban. Demographic- income, age. Gift segment.

Targeting Now its not just kids but every member of family is the target consumers

of Cadbury.

Positioning Strong positioning with best ad campaigns like “kuch meetha hojaye “ ,

“shubh aarambh”, Celebrations campaign.

Findings from Consumer survey

Out of 105 respondents 104 consumed chocolates. Cadbury was the most preferred brand amongst the

respondents. Most of the consumers consumed chocolates twice weekly. Television advertisements were the most common source of

brand awareness followed by word of mouth. Most popular campaign was found to be “Kuch Meetha Ho

Jaaye”.

More than 50% of respondents consumed Dairy Milk over the other products of Cadbury.

Advertising was found to be an influential factor in purchase decision.

Cadbury products were found to be reasonably priced and majority did not have any complaints.

Sweets were found to be the next best substitute, although consumers are not willing to substitute chocolates for anything.

Consumers would miss Cadbury brand if it ceased to exist.

Findings from Retailer Survey

• Among the retailers surveyed, all stock Cadbury products.

• 94% of the retailers surveyed said Cadbury products sell the most.

• 68% said Cadburys Dairy Milk sells the most followed by 5 Star and Gems.

• 88% retailers said that customers don’t come back with any complaints.

• Cadbury also takes back unsold, spoilt and improper packaged products.

• Main problem is less margin for retailers.

Ansoff Matrix

Existing product New ProductExisting market PENETRATION

Overall high penetration exists all across India with a variety of products.

NEW PRODUCT DEVELOPMENTSugar free chocolates can be introduced in the existing market. Target Premium chocolate category.

New market MARKET DEVELOPMENT

Rural Markets and Global expansion.

DIVERSIFICATION:New Product: Sugar Free ChocolatesNew Market: Health conscious, urban consumers can be targeted.

BCG Matrix & Customer Brand Equity Model

High market share Low market share

High growth potential StarsSilk, Bournville

Question markTemptations

Low growth potential Cash cowsDairy Milk, Gems, 5 Star

DogsBytes

Recommendations

• Higher margins

• Sugar free chocolates

• White chocolate

• Continuous brand reinforcement through IMC

• Mondoleez

THANK YOU!!!!!