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Competitor Analysis Dabur

Cadbury is a leading FMCG company in India operating since 1948. It has a wide range of chocolate and beverage brands including Cadbury Dairy Milk, Celebrations, 5 Star, Perk, Éclairs, Halls, and Bournvita. Cadbury uses a marketing concept to focus on customer needs and a societal concept to give back to communities. It has a strong market presence in India but also opportunities for global expansion and co-branding partnerships. The company's brands are supported by memorable slogans and celebrity brand ambassadors to promote their qualities and values.

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Babasab Patil (Karrisatte)
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1K views

Competitor Analysis Dabur

Cadbury is a leading FMCG company in India operating since 1948. It has a wide range of chocolate and beverage brands including Cadbury Dairy Milk, Celebrations, 5 Star, Perk, Éclairs, Halls, and Bournvita. Cadbury uses a marketing concept to focus on customer needs and a societal concept to give back to communities. It has a strong market presence in India but also opportunities for global expansion and co-branding partnerships. The company's brands are supported by memorable slogans and celebrity brand ambassadors to promote their qualities and values.

Uploaded by

Babasab Patil (Karrisatte)
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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BEC DEPARTMENT OF MANAGEMENT STUDIES

Subject:-Marketing Management
Project on Cadbury company Presented byBABASAB

PATIL

WEL-COME

INDUSTRY INTRODUCTION
The Fast Moving Consumer Goods (FMCG) industry in India
is one of the largest sectors in the country and over the years has been growing at a very steady pace. The sector consists of consumer non-durable products which broadly consists, personal care, household care and food & beverages. The

Indian FMCG industry is largely classified as organized and


unorganized. This sector is also buoyed by intense competition. Besides competition, this industry is also marked by a robust distribution network coupled with increasing influx of MNCs across the entire value chain. This sector continues to remain highly fragmented.

HISTORY OF INDIAN CADBURY COMPANY


The company was started in 19th century on July 1948 as a

private limited company, under the name of the Cadbury fry (India) private limited.
In 1967 Cadbury introduced the 5-star & Gems chocolates in

1967 & 1968 respectively.


In 1977 the name of the company was changed from Cadbury-

Fry (India) private limited to Cadbury India private limited. It was converted into a public limited company on 11th June 1977.

In 1984 the company launched its dairy milk chocolate, which

has now become the flagship brand of the company.


In 1995 perk was launch from its Malanpur plant
In 1998 on March 23rd Cadbury India limited announced the

launch of picnic (chocolate) in Karnataka.


In 2004 Amithab Bachan became the brand ambassador for

Cadbury dairy milk.


In 2007 Cadbury India harolled out wafer based chocolate

called ulta perk nationality.

BOARD OF DIRECTORS OF CADBURY INDIA


NAME DESIGNATION

C.Y.PAL

Chair Person

Rajiv Wahi

Vice Chairman

Jaiboy phillips

Non Executive Director

V .Chandramouli

Executive Director

Sunil Sethi

Executive Director

Sanjay Purohit

Executive Director

LOGO OF THE COMPANY

THE REAL TASTE OF LIFE

Cadbury mission statement says Simply Cadbury was

quality this is our mission & promise.

Increasing the market depth including rural Indias

coverage. Better product quality and packaging. Efficient working capital management. Depreciation charge to meet the CAPEX needs every year. Surplus cash so generate to either gainfully or meaningfully reinvest in business or return to Promotion of brands carrying mass franchise without comprise on quality or margins.

Aims and Objectives of Cadbury Company

Cadbury use many different types of promotional

campaign
To promote ethical business practices. Assure equal employment opportunities and provide

health and safe working environment.


Value diversity in work.

Different Brands of Company


Cadbury Dairy Milk. Perk.

Cadbury Celebrations.
5 Star Crunchy. Beverages (Bourn vita). clairs. Halls.

Core And Auxiliary Needs of Cadbury Products.


BRANDS
Cadbury Dairy Milk

Core Needs
Taste , Sweetness, Enjoyment

Auxiliary Needs
Deliciously smooth texture & unique creamy tasty

Perk

Taste , Sweetness, Enjoyment

Wafer chocolate Light and crispy


Cingering taste of Togetherness & Soft & Chewy To grow Strong & Healthy.

5 Star Crunchy

Taste , Sweetness, Enjoyment

Beverages (Bourn vita)

Taste , Sweetness, Enjoyment

Celebrations

Taste , Sweetness, Enjoyment

Tasty, Rich looking and Status

clairs

Taste , Sweetness, Enjoyment

Delicious journey to a heart of rich chocolate. Mouth Refreshment

Halls

Nasal and Throat relief

Philosophy of Cadbury company


APPROACHES EXTENT JUSTIFY

Production concept

Partially applicable

All brands of Cadbury products are available with low cost expect celebration which is high cost so it is partially applicable.

Product concept
Fully applicable Here products are given more importance with superiorly. Unique features ,different brands , packaging and price . Attracting customers by giving advertisement through media. In India Cadbury is highest selling chocolate brand with 70% market share.

Selling concept

Partially applicable

APPROACHES

EXTENT

JUSTIFY

Marketing concept

Fully applicable

Cadbury always focus on delivering best of its customer in order to get best cocoa for its chocolates.

Societal marketing concept

Fully applicable

Cadbury India has a traditional of caring for the environment and enriching the quality of lives of the communities.

SWOT ANALYSIS OF CADBURY COMPANY Strengths

1. Cadbury Schweppes plc is a very profitable organization, generated revenue of more than 6,508 billion (2005).

2. It is a global chocolate brand built upon a reputation for fine products and services.
3. The organization has strong ethical values and an ethical mission statement

WEAKNESS
1.

Cadbury has a reputation for new product development and creativity. However,

they remain vulnerable to the possibility that their innovation may falter over time.
2.

The organization has a strong presence in the United States of America, UK and India. It is often argued that they need to look for a portfolio of countries, in order

to spread business risk.


3. 4.

Cadbury's recall over 1 million chocolate bars over salmonella fears The organization is dependant on a main competitive advantage, the retail of

coffee. This could make them slow to diversify into other sectors should the need
arise.

OPPURTNITIES
. 1 .The company has the opportunity to expand its global

operations. New markets with new products which are limited in particular region. 2. Cadbury has decided to focus on a few of its key brands such as Cadbury Dairy Milk, Bourn vita, clairs and Halls to drive growth for the company. 3. Co-branding with other manufacturers of food and drink, and brand franchising to manufacturers of other goods and services both have potential. 4. Cadbury India is attempting to increase the declining market for chocolate with innovation, one of which is its sweet snack, Bytes .

Brands and features


Dairy milk : chocolate with deliciously smooth. Texture and unique creamy taste. Celebrations : it consists of all chocolates of Cadbury which is beautifully packed and used to present as a gift pack. clairs :The two classic ingredient of toffee and chocolate combined together to create a truly unique.

HALLS : Its ayurvedic proprietary medicine which consists of

niligiri tailam, shakara(sugar base), nimbus. Which reliefs


from throat and cold problems. 5_STAR: Which contains added identical and artificial flavoring substances. Lose yourself in the yummy mode.

PERK
Which have the extra taste of Cadbury diary milk .

Perk contains wafer layers with Choc cream and wheat

flour and different ingredients.

PUNCHLINE AND BRAND AMBASSDOR


PRODUCT NAME: DAIRY MILK DAIRY MILK

Kuch mita ho jayee

PUNCHLINE AND BRAND AMBASSDOR


PROUCT NAME: PERK

PUNCH LINE

THODI SI PET POOJA

PRODUCT NAME: HALLS

THANDI SAANS KA BLAST

Product Name: 5 Star

JO KHAYE KHO JAYE

PRODUCT NAME: celebratation

PUNCH LINE

RISHTO ME MITAS

PRODUCT NAME: clairs

PUNCHLINE AND BRAND AMBASSDOR


PRODUCT NAME:BUBBALO

PUNCHLINE:

BUBBA THE CAT

PUNCHLINE AND BRAND AMBASSDOR


PRODUCT NAME: Bytes

HAR SNACK NAMKIN NAHI HOTA

PRODUCT NAME BOURNVITA

PUNCH LINE NATURE AND SCIENCE

TAN KI SHAKTI MAN KI SHAKTI

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