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moving consumer goods (FMCG) or Consumer Packaged Goods (CPG) are products that are sold quickly and

nd 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. The middle class and the rural segments of the Indian population are the most promising market for FMCG, and give brand makers the opportunity to convert them to branded products.
Fast

Though

the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be substantial. Examples include non-durable goods such as soft drinks, toiletries, and grocery items.

Cadbury India Ltd. is a part of Kraft Foods Operates in 5 categories: Chocolate

confectionary, Beverages, Biscuits, Candy and Gum. Undisputed leader in chocolate confectionary business. Make today delicious captures the spirit of the company. Cadbury constantly exceeds consumers expectation, delivering to his door step additional benefits which he would never have imagined.

Cadbury

offers chocolate confectionaries categorised into:Chocolates: Dairy Milk, Bournville, Perk, 5 star, Nutties, Temptations, Gems etc Cocoa Products: Cadbury cocoa powder Beverages: Cadbury Drinking Chocolate Biscuit: Oreo Health Drink: Bournvita Candy/Gum: Bubaloo

Cadbury

India enjoys a value market share of over 70 percent in the chocolate category. The brand Cadbury Dairy Milk (CDM) is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer.

PRODUCT PRICE PLACE PROMOTION

Dairy

Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness to personal values of individual enjoyment. To retain its market share, Cadbury kept on introducing different variations in Dairy Milk chocolates: Dairy Milk Dairy Milk Crackle Dairy Milk Fruit n Nut Dairy Milk Shots Dairy Milk Silk

Since

1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, we have worked with the Kerala Agricultural University to undertake cocoa research and released clones, hybrids that improve the cocoa yield. Cadbury also conducts meetings & seminars to educate the farmers on Cocoa cultivation aspects.

Cadbury

has launched various products which cater to all consumer segments. Different segment, different price expectations. Maximizing the returns involves identifying right price levels for each segment and progressively moving through them.

Cadbury

has taken into consideration all the income segments of the society. Cadbury Dairy Milk Shots was introduced keeping in mind the rural segment/ lower income segment. Cadbury Dairy Milk Fruit n Nut and Cadbury Dairy Milk Silk was targeted for the highincome segment. Cadbury Dairy Milk( plain milk chocolate) is for the middle-income segment.

Cadbury

Dairy Milk has a very effective distribution system. It is available in most of the retail outlets. Cadbury makes sure that its products are available everywhere ranging from small retail outlets to big malls.

In

the early days, the brand had a huge fan following among kids. In order to build stronger appeal among older age groups, the brand re-positioned itself through the classic Real Taste of Life campaign in 1994. In 2004, the `Kuch Meetha Ho Jaaye campaign was launched, seeking to increase CDM consumption by making it synonymous with traditional sweets (Mithai).

In

the year 2010, the `Shubh Aarambh campaign was launched, drawing lines from the traditional Indian custom of having something sweet before embarking on something new. In an effort to upgrade the Candy and Mithai eating consumers to chocolate, Cadbury launched CDM Shots in 2008. An innovative format of sugar coated chocolate made to withstand the rural temperature fluctuations.

Cadbury

Dairy Milk has captured the heart of Indian consumers for over six decades; but there was room for a more premium entrant in the category. AND ENTER CDM SILK. This brand promise was beautifully captured by the tagline `Have You Felt Silk Lately?

In

2003, a Batch of Cadbury Dairy Milk chocolates manufactured at the companys plant in Thane was the worm-infected batch that triggered a crisis for the company. As a result, Cadbury improved the packaging and paid more attention to the way the chocolates were stored by nearly 6,50,000 retailers across the country.

One

of the ads showed Bachchan visiting a Cadbury plant, inspecting the systems and consuming a bar of chocolate to be convinced that there is nothing wrong with the brand. And the other featured Bachchan and a little girl playing the role of his granddaughter to emphasize that the product was absolutely safe for the children.

Nestl

India is a vibrant Company that provides consumers in India with products of global standards and is committed to long-term sustainable growth and shareholder satisfaction. Under the category of chocolates and confectionaries, Nestle offers brands like Kit Kat, Munch, Milky Bar, Eclairs, Bar One and Nestle Dark Chocolate.

Nestle

offers Nestle Milk Chocolate as a competition to Cadbury Dairy Milk. Nestle captures 36% of the market share in chocolates and confectionaries. While, Cadbury captures 64% of the market share, with Cadbury Dairy Milk having the maximum market share.

Though

Nestle ranks no. 3 and Cadbury ranks no. 7 in the top FMCG companies in India, in the chocolate and confectionary segment Cadbury is the undisputed leader. Cadbury Dairy Milk should continue to introduce variations to retain their customers.