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WHats FMCG?
Fast moving consumer goods (FMCG) are products that are sold quickly and at relatively low cost.

The Indian FMCG sector is the fourth largest in the economy and has a market size of US$13.1 billion.
A subset of FMCGs are Fast Moving Consumer Electronics which include innovative electronic products . Provides a wide range of consumables and accordingly the amount of money circulated against FMCG products is also very high.

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FMCG Category & Products

Category Household Care Product Fabric wash, Household cleaners, Air fresheners, Mosquito repellents, Furniture polish Bakery products (biscuits, bread, cakes) Snack food Chocolates Ice - cream Tea, Coffee, Soft drinks & Juices Processed fruits & Vegetables Dairy products Oral care, Hair care, Skin care Cosmetics & Toiletries; Deodorants & Perfumes; Paper products.

Food & Beverages

Personal Care

THE CADBURY WORLD

Cadbury, India was originally incorporated as wholly owned subsidies of Cadbury Schweppes Overseas Ltd (CSOL) in 1948. After 59 years of existence, today it has 5 company-owned manufacturing facilities and 4 sales offices. The corporate office is in Mumbai.

Today, Rs 428-crore confectionery manufacturer Cadbury India Ltd holds a 70 per cent share of the chocolates market with the closest competitor.

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CURRENT MARKET SCENARIO

The main players in the chocolate industry in India are: CADBURY INDIA LTD NESTLE INDIA LTD AMUL (GCMMF)

MARKET SHARE
8% 70%

9%
13 %

CADBURY
NESTLE AMUL OTHERS

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 Increasing the market depth including rural Indias coverage Surplus cash so generated to be either gainfully and meaningfully reinvested in business or return to stakeholders Promotion of brands carrying mass franchise without compromise on quality or margins. Better product quality and packaging

Vision & Mission

Cadbury means quality, this is our promise. Our reputation is built upon quality. Our commitment to continuous improvement will ensure that our promise is delivered. To ensure the best quality and encourage constant innovation. Ensure Customer satisfaction

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Strengths
Consistent Quality

Accessibility & Affordability

Huge market share Rich product mix

Support from the parent Cadbury Schweppes

International brand Excellent logistics & distribution network.

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Opportunities
Exploring the sugar free market as very few players are present who are randomly scattered. More & more people are becoming health conscious.

The chocolate market has seen one of the greatest increases in the recent times (almost @ 30%)
There is a lot of potential for growth and a huge population who do not eat chocolates even today that can be converted as new users.
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Threats
Stiff competition from international brands. Misconception & doubts in the minds of the people about sugar free chocolates.

There exists no brand loyalty in the chocolate market and consumers frequently shift their brands.
New brands are coming and existing brands are introducing new variants to add up to an already overcrowded market.

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OUR INTRODUCTION IN THE MARKET:

CADBURY LITE

Why Cadbury LITE?

Healthy Cost effective

Easy availability
Fresh and attractive packaging

Has negligible competition

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BRAND IDENTITY
Brand name: CADBURY LITE (halki mithas, wahi andaaz)

Product Attributes: Sugar free ,Healthy option

Benefits: No fear of consuming chocolates because of weight issues, diabetes issues or any other health issues.

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Expectations from a diet chocolate

12 %

47 %
18 %

23 %

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TARGET AUDIENCE
AGE GROUPS :- All age Groups(Specifically 20-50)
PLACE :-Urban Areas.

DIABETIC PATIENTS
HEALTH CONSCIOUS PEOPLE

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Dairy Milk -25gms

Nutrition Information Energy Protein Carbohydrat e Fats *(of which saturates) Sodium

NUTRITIONAL INFORMATION
per pack/unit/s erving 130kJ (kcal) 2g 15g 7g 3g 37mg Nutrition Information Energy Protein Carbohydra te Maltitol 28g 12g 150mg Fats *(of which saturates) per 100ml/ 100g 410kJ (kcal) 8g 47g 6g 12g 4g 3g 150mg

Cadbury Schweppes Nutrition labeling global standard per 100ml/1 00g 520kJ (kcal) 8g 59g

Cadbury LITE Schweppes Nutrition labeling global standard

Dairy Milk Lite -25gms

per pack/unit/s erving 102.5kJ (kcal) 2g 11g 1.5g 3g 1g 1g 37mg

Dietary Fiber
Sodium

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PRICING
Cadbury Cadbury lite

Plain milk chocolates-25gms

Plain milk chocolates-50gms Almond chocolates-44gms Almond chocolates-100gms

Rs 10
Rs 17 Rs 27 Rs 44

Rs 12
Rs 20 Rs 30 Rs 49

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PACKAGING
Cadbury Lite "Moulded" range of chocolate - undergone a packaging make-over to communicate the new Dairy Milk Megabrand. Cadbury Lite script logo is - enlarged, underlining its role as a stamp of quality. Cadbury Lite has its own purple colour providing matching with the original Cadbury logo.

Thus all together it has an individual identity and basis for product differentiation.

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ADVERTISING STRATEGIES
Posters, banners outside PATHOLOGY LABS, PEDIATRICIANS, DENTIST CLINICS, GYMS, SCHOOLS & COLLEGES.

Information in newspapers (*special Sunday editions)

Advertising through various mediums like newspapers, health magazines. Flexes and danglers at the retail outlets.

Using mediums of advertising like Print, TV, Transit advertising, etc.

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MARKETING STRATEGIES
Leaflets & Discount coupons inside the medical reports. Sponsoring shows like BIG BOSS , KBC , etc. Free Samples in gyms, with dieticians, pathologists, dentists. Promotional schemes For ex: Collect 5 wrappers and get 1 Cadbury LITE free. Sponsoring an event & distributing FREE samples.

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Hoarding

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Teaser outside a mall

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CONCLUSION
For Cadbury to reach the peak of achievement - the company would have to stress on the global growth of the product. It Should also look into other countries like the Asia Pacific in order to market its products to make it popular globally. Careful considerations to look at its major competitors. Following rules & regulations of a certain country are equally important.

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halki Mithas wahi Andaaz..!!