AIMS MARKETING APPLICATIONS & PRACTICES FMCG MARKETING CADBURY DAIRY MILK ACTIVE

FMCG INDUSTRY
DEALS WITH THE PRODUCTION, DISTRIBUTION AND MARKETING OF CONSUMER PACKAGED GOODS.

FMCG ARE PRODUCTS THAT

CONSUMED BY THE CONSUMERS AT A REGULAR INTERVALS

AT RELATIVELY LOW COST

DON'T REQUIRE A LOT OF THOUGHT, TIME AND FINANCIAL INVESTMENT TO PURCHASE

FMCG CATEGORY & PRODUCTS

PERSONAL CARE
ORAL CARE

HAIR CARE
SKIN CARE, COSMETICS, DEODORANTS PERFUMES..

HOUSEHOLD CARE

LAUNDRY SOAPS MOSQUITO REPELLENTS DISH CLEANERS

FOOD & BEVERAGES

SOFT DRINKS, BAKERY PRODUCTS TEA, COFFEE VEGETABLES .

HISTORY

Cadbury plc is a British confectionery company which began its operations in India in 1948.
It has manufacturing facilities in Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) By 1969, the groups growth was rapid and also listed itself at Indian Stock Exchange Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market . Cadbury plc was acquired by Krats food in feb 2010 and now they are the largest confectionary company in the world

INTRODUCTION
Early 90's, Meant for kids', Mid 90's , `Real Taste of Life' campaign,

`just for kids ---- kid in all of us

Campaigns: 'Khanewalon Ko Khane Ka Bahana Chahiye' 'Pappu Pass Ho Gaya Shubh Aarambh--Koi bhi shubh kaam karne

se pehle kuch meetha khalena chahiye.

Kaam acha hota hai.

CURRENT PRODUCTS
Product Brand:
Chocolates:

5star Perk
Dairy Milk

Celebration Temptations Eclairs Gems flake

CURRENT PRODUCTS
Snacks:

Bytes, Cadbury Snaps

CURRENT PRODUCTS
Beverages:

Bournvita
Candy: Halls Gums:

Bubbaloo

MARKET SHARE

MARKETING OBJECTIVE

To sustain & increase Cadbury's good position in Indian market

SWOT
STRENGTHS
The third largest soda (soft drink) company. The fourth largest confectionary company in the world

Products are sold over 200 countries.

Around 10 Billion Pounds of market capitalization Owns brands such as Orangina, Snapple, Dr. Pepper, 7 Up, Motts, Bubbilicious and Trident

SWOT
WEAKNESSES
Very few new products are created by own group. Small range of products.

The company has relatively high prices

Transportation and its costs giant because of the companies size Production costs high due to manufacture of most products taking place mainly in the UK Quality of new products is automatically expected to be very good

SWOT
OPPORTUNITIES Expand into new markets Produce new products Try different types of businesses. Acquisition of more famous and well known brand names Leadership in Soft Drink market Expand product range in order to target multiple user groups

SWOT
THREATS

Rise of transportation prices

Other companies such as Nestle who also strive for market leadership Change in laws that inhibit production or sales in any way Rationale for being listed questionable (small market cap and one major shareholder) Exposed to tight labour market and wage inflation

Potential Entrants (Threat) Low

Suppliers (Supplier Power) High

Industry Competitors (Segment Rivalry) Low

Buyers (Buyers power)

Medium

Substitutes (Threat Of Substitutes) Medium

PORTERS FIVE FORCE MODEL

PEST ANALYSIS
Political
Any change in laws or regulations, especially concerning international trade and food labeling could greatly affect Cadbury Awareness of the Food Safety Act Cadbury needs to make sure none of its companies are breaking laws in the production, and for example employing children or paying under minimum wage. Otherwise, scandals and lawsuits would greatly hurt Cadburys reputation

Economical
World economy relatively good at the moment, would support the launch of a new chocolate bar High consumer spending and low interest rates also encourage a new product Confectionary market is growing, very high sales and still many uncovered segments

Social
Many people trying to eat healthy and cut down on confectionary goods and soft drinks due to the current skinny is beautiful trend Public opinion of Cadburys is high, no major concerns to stop consumers from buying their products

Technological
Production is high due to high technology machines and factories enabling high quality mass production Medias such as the internet, television and the radio enable large amount of cheap advertisement Internet is a good place to sell goods, even confectionary ones. Provides a new consumer group with access to Cadbury and allows even larger sales due to a larger overall consumer group

THE LAUNCH STRATEGY OF CADBURY DAIRY MILK ACTIVE

Marketing Mix:
Product
Price Place (distribution) Promotion.

NEW PRODUCT
Herbal Chocolate Anti-oxidant Herbal Chocolate Energy Chocolate Hoodia Chocolate Ginseng

OUR NEW PRODUCT DEVELOPMENT WITH HEALTH BENEFITS!

Merging chocolate with herbs to create a healthy delicious synergy.

BENEFITS
1. Herbal Chocolate Anti-oxidant
2.Herbal Chocolate Energy
(mental alertness & energy and mood elevator )

3.Chocolate Hoodia
( curbs appetite & gives control over eating)

4.Chocolate Ginseng
( Natural Adaptogen & top health and vitality herb )

PRICE
We have chosen a low price strategy to attract our target customers.

10 gms Rs. 15

20 gms Rs. 25
50 gms Rs. 75

PLACE
Metropolitans cities

Mumbai
Delhi Kolkata Bangalore Pune Chennai Ahmedabad

PROMOTION
Advertising ( Radio & T.V)
Free Samples for tasting

Retail outlets & Malls

Print media

SEGMENTATION
Geographic:
(Urban & Semi-Urban)

Demographic:
(All age groups)

Psychographic
(Lifestyle)

TARGETING

It is mainly targeted towards health conscious people like Athletes and Models .

POSITIONING
It will be positioned as a chocolate which satisfies the taste buds without affecting the health.

A chocolate to be enjoyed without any worries about health.

DIFFERENTIATION
UNIQUE PRODUCT

VARIETY
HEALTHY & TASTY

FINANCIAL OBJECTIVE

To make the brand financially more sound & profitable

BUDGETING
RAW MATERIAL(INCLUDING THAT OF HERBAL)
50,00,000

MACHINERY
PR ACTIVITIES

1,50,00,000
1,00,00,000

MARKET RESEARCH
OTHER EXPENSES PACKING AND DISTRIBUTION EXPENSES PROMOTION EXPENSES

15,00,000
15,00,000 25,00,000 5,00,00,000

8,55,00,000

CONT..

UNITS Rs 15 * 50,000 boxes Rs 25 * 30,000 boxes Rs 75 * 20,000 boxes 50,000*100 30,000*100 20,000*100 50,00,000 30,00,000 20,00,000 100,00,000

RS/UNIT 15 25 75

INCOME 7,50,00,000 7,50,00,000 1,50,00,000 16,50,00,000

THANK YOU!!