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Cadbury India Product MIx
Cadbury, founded in 1824 in Birmingham, England, is the world's largest confectionery company and has operated in India since 1948. The company offers a diverse product mix, including various chocolate bars, biscuits, and beverages, with significant market shares in both the global and Indian markets. Recent consumer surveys indicate a strong preference for Cadbury products, particularly Dairy Milk, and highlight the demand for sugar-free options among customers.
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Cadbury India Product MIx
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- 2. Company profile • Startedin 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 andBoxes Beverages 5 Star Bournville Dairy Milk Temptations Perk Celebrations Choclairs Home Treats Dairy milk Shots Gems Bournvita Oreo
- 4. Chocolate Bars Dairy MilkPerkBournville5 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 72gm 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 PerkBournville5 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 BournvilleRich 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 PerkBournville5 Star Temptations Perk with Glucose Energy 20 gm Pouch – Rs. 5
- 7. Chocolate Bags andBoxes Celebrations GemsHome 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 andBoxes Celebrations GemsHome 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) 50gm 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 Powerhousebrand 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
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- 12. DATA ANALYSIS Q1) Doyou eat chocolate? o Yes 83% o No 17% Q2) which chocolate brand you like the most? o Cadbury 64% o Nestle 26% o Others 10% Q3) Which sub-brand do you like most from Cadbury? o Dairy Milk 62% o 5 Star 17% o Perk 14% o Celebrations 2% o Temptation 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-branddo you like most from Nestle? o Kitkat 33% o Munch 56% o Milky bar 3% o Bar One 5% o Milk Chocolate 3% Q5) Which media of advertisement influence your purchase? o Television 66% o Display 24% o Newspapers 4% o Hoardings 6% Q6) How frequently do you buy chocolates? o Once everyday 12% o Once a week 25% o 2-3 times a week 27% o On 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 youwant that Chocolate manufacturers should launch some sugar free products? o Yes 70% o No 30% Q.8) Would you change your brand if they launch such products? o Yes 82% o No 18% Q.9 Which Tag Line of Cadbury attracted you the most ? o Kuch Meetha Ho Jaye 50% o Rishto Ki Mithaas 20% o Shubh 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 milk56% • 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 • Cadburycaptures 72% of market share • In Cadbury Dairy Milk accounts for maximum share • Five star come at 2nd place • Nestle captures 24% of market share. • In Nestle Kit Kat accounts for maximum share Munch comes at 2nd place 72% 24% 3% 1% Market Share Cadbury (72%) Nestle (24%) Amul (3%) Others (1%)