BRAND POSITIONING OF CADBURY

PRESENTED BY: 1. Nayan KELA 2. Swati banka 3. POOJA MAYANI 4. Anuj shah 5. Rima shetty 6. Rohit gopalakrishnan 7. Hardik savla 8. Chaitalee shah 9. Ruchita desai

INTRODUCTION
Cadbury is a British confectionery company owned by Mondelz International Inc. with its headquarters in Uxbridge, London, England. With annual revenues of approx. $50 billion the company is the worlds second largest in the food industry with billions of customers in 160 countries and having more than 1,40,000 employees operating in 70 countries. Operates in five categories: Chocolates Gum category Snacks Milk Food Drinks Candy

CADBURY INDIA
Cadbury is the market leader in the chocolate confectionery business in India with a market share of over 70%. Its products include Cadbury Dairy Milk, Bourneville, 5-Star, Perk, Gems, Eclairs, Bournvita, Celebrations, Cadbury Dairy Milk Shots, Cadbury Dairy Milk Silk, Toblerone, Halls, Tang and Oreo. Cadbury India began its operations by importing chocolates but now has manufacturing facilities in Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh). The Brand Trust Report, India Study, 2011 ranked Cadbury in the top 100 most trusted brands list.

BRAND POSTITIONING OF CADBURY

`Real Taste of Life' campaign, Sometimes a Cadbury can say it better than words 'Khanewalon Ko Khane Ka Bahana Chahiye'

'Kuch Meetha Ho Jaaye'

"Pappu Pass Ho Gaya" Khush hai zamana aaj pehli tareek hai,Meetha hai khana aaj pehli tareek hai.

Organizational Analysis
John Cadbury opened his first shop in 1824 in Birmingham in the UK. Cadbury brothers first made milk chocolate in 1897 by blending milk powder with cocoa and sugar. In 1900, along with the experts of Bournville factory he started to research for new recipes and production methods. In June 1904 a recipe was perfected and a delicious new milk chocolate was made.

Brand Charter
VISION:- Cadbury in every pocket and Superior Shareholder Value PURPOSE:-Working together to create brands people love. VALUES:- Cadbury believes in making, marketing and selling unique brands which give or bring pleasure to millions of consumers.

Brand Texture
Chocolate-The very word makes your mouth water. This relationship is underpinned by the powerful visual icons of the Cadbury brands - the Cadbury signature, the colour purple, the 'glass and a half' trademark, and the chocolate itself. Cadbury had realized that chocolates by itself do not satisfy any immediate needs (soft drinks would satisfy thirst, ice cream would provide relief from heat), so they would have to be associated with human feelings of romance, magic, love and affection.

COMPETITORS ANALYSIS
NESTLE INDIA LIMITED

STRENGTHS Well-established distribution network extending to rural areas. Strong brands in the FMCG sector. Low cost operations Large product portfolio

WEAKNESSES Low Market Share in chocolates as compared to Cadburys Initially limited distribution focus Inattractive Trade promotions

COMPETITORS ANALYSIS
AMUL

COMPETITORS ANALYSISWEAKNESSES STRENGTHS No focus on the chocolate industry. Strong and extensive distribution and sales network. Amul chocolates have shown a very Large market penetration in dairy limited product differentiation. industry Age old market presence carries a Low retailers margin. traditional image. Quality and purity and trust as consumer relationship. Value for money and low price.

COMPETITORS ANALYSIS
CADBURY
Cadburys has these goals for the years ahead: Deliver superior shareowner returns Increase its share of the global confectionery market Observe corporate governance practices & corporate social responsibility To develop brands with mass franchise Enlarge its distribution network further into the rural sector Launch one new product every year and extend its sugar confectionery range The future strategy of the company is to maintain its dominance.

CUSTOMER ANALYSIS
BASED ON PACKAGING U T I L I T Y

N C A
PKG.DESIGN BASED ON BRAND NAME U T I L I T Y

BASED ON RETAIL PRICE U T I L I T

C
N

A
BRAND NAME RETAIL PRICE

CUSTOMER ANALYSIS
The product category comes under Fast Moving Consumer Foods (FMCG)
Brand Switching The company has its products focused around three basic propositions:-

Drives attitudes and behaviour

Drives Snacking Consumption Drives variety, gifting and taste preference

EXTERNAL ANALYSIS

THE MAJOR PLAYERS The major national players in the chocolate market in India are: Cadbury India Limited Nestle India Limited Gujarat Cooperative Milk Marketing Federation Limited (Amul) FACTS The chocolate industry in India has a size of 20000 tonnes and is worth about Rs. 400 crores. The chocolate market is predominantly urban with coverage of 95%. Cadbury India limited was set up as a wholly owned subsidiary of the UK-based Cadbury Schweppes Overseas Limited. Cadburys milk chocolate was first introduced in the Indian market in 1956.

 Functional Benefit: Taste and contented Emotional Benefit: Happiness Self-Expressive Benefit: Being yourself. liberation

What is crisis management?

Crisis management is the process by which an organization deals with a major event that threatens to harm the organization, its stakeholders, or the general public.

Cadbury Crisis Management (Worm Controversy)

BACKGROUND
An inquiry was ordered which resulted in adverse media coverage. The Food and Drug Administration Commissioner received complaints about infestation in two bars of Cadbury Dairy Milk.

Sales fell down by 30% where it was estimated to increase by 15% during the festive season.
The challenge was to restore confidence in the key stakeholders and build back credibility for the corporate brand through the same channels (the media) that had questioned it.

Steps taken by Cadbury.

Set up a media desk. Addressed consumers with key messages. Initiated project trust. Editorial outreach program. Set up a response cell Town hall meetings were held. Purity sealed packaging. Amitabh Bachchan as a Brand Ambassador.

Results

Extensive media coverage helped to change the

perception of people. Restoration of consumer.

Enhanced Brand image.

FUTURE CHALLENGES
Re-defining Distribution Strategies. E.g. Cadbury was recently plagued with allegations of supplying Worm infected chocolates.

MNCs entering the Indian market.

Growing threat from local substitutes. Local Bakery brands are expanding their operations.

Recommendations
Revamping of its distribution network to make it more responsive. Innovative offerings for its chocolates during various Indian Festivals. Start exploring newer distribution channels like E-tailing where Hi-value chocolates are sold in specialized packs.

Gaining medias positive coverage and the trades positive predisposition.

CONCLUSION

A GREAT GIFT 25%

CHOCOLATE 33%

SOME GOOD FEELINGS 42%

CONCLUSION
VERY SUCCESSFUL CONSISTENCY MEGA LEADER CONTINOUS PROCESS

THANK YOU !!!