dairy milk- detailed analysis

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Size of

Chocolat

e Market

• Rs. 3,200 Crore• 30,000 tonne• Per-Capita Consumption is 110-120 gm• Cadbury has 65% value share• Cadbury has 62% volume share

Growth Rate

• Growing at 15% p.a. between 2008-2012

Future

outlook- Grea

t

• Rising per capita income• Increase of gifting culture in the country and replacement of traditional Indian sweets by

Chocolate

Future

Course of Action

• Entry into premium segment to battle the likes of Ferrero Rocher• Entry into the energy bar segment to take on the likes of Snickers • Increased penetration in the Rural Markets• Innovation in the chocolate product category

BRAND ANALYSIS

Vision

• ‘Cadbury's means quality: this is our promise. Our reputation is built upon quality: Our commitment to continuous improvement will ensure that our promise is delivered‘

Mission• “Working together to

create brands people love”

Objective of Dairy

Milk

• To encapsulate an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. It stands for goodness.

StrengthsStrong international reputation

Well-known force in marketing and distribution

Positive perception among users about quality Well adjusted itself to Indian customs and

traditionsRepositioned itself in India whenever required

WeaknessesLow penetration in the rural marketRelatively high priced brand

Competitors have more diverse portfolioCompetitors have greater international

experience

OpportunitiesPotential for further growth

Innovation

ThreatsLow brand loyalty

Aggressive pricing and promotion activity by competitors

Social Changes

SWOT

BCG Matrix

5 StarPerk

Dairy MilkBournvitaEclairs

CelebrationsTemptationsBournville

Gems

ENVIRONMENTAL ANALYSIS

Company• Strong Market share• Trusted name

Distributors• Long association• Various distribution

channels

Customers• Loyalty• Emotional connect• Tapping cultural

values

Public• Changing perception of

chocolates• Brand ambassador- Big

B

Competitors• Slowly gaining ground• Price wars• Entering premium

segment

Suppliers• Long association• Close relationship• Pioneers of cocoa

cultivation

Micro-Environment

Porter’s 5 forces Analysis

Pest Analysis

STP

Segmentation

• Geographic

• Impulse Purchase Behavior

• Gifting

Targeting• Children

• Adults

• Families

Positioning

• Mazaa aa Gaya

• Kuch Meetha Ho Jaye

• Shubh Aarambh

• Chocolate Bar• Highest milk content• Dairy Milk, Dairy Milk Shots and Dairy Milk Silk

Product

• Competitive Pricing for basic product• Different SKUs(9.5 gms,20 gms,38 gms,42

gms,95 gms)• Same price across the country

Price

• 5 company owned manufacturing facilities in Thane, Induri (Pune) ,Malanpur , Bangalore and Baddi(Himachal Pradesh)

• Distribution network of 2100 whole sellers and 450000 retailers

Place

How• As a gift• As a snack• As a desert

Where• Leading

supermarkets, big chain stores

• Kirana shops

When

• Impulsive –Big boxes near billing area and eye level shelves

• Festive, special occasions

Rishton Ka Bandhan

Media of advertisementTelevisionNewspapersHoardingsBrochuresDisplay

Age0-1010-2020-30Above 30

FormHardNuttiesCruncyChew

Factors affecting purchaseAdvertiseFriendsPackagingBrand Ambassador

Pack sizeSmall BigFamily Pack

Consumer Buying Behaviour

Cadbury’s Digital Presence

Friendship’s Day

Cricket

Rakhi

Independence Day

COMPETITIVEANALYSIS

FUTURESTRATEGIES

Product Nestle Amul Cadbury

Strengths• Parent support• Very strong

distribution network

Weaknesses• Raw material

supply- volatile prices

• Marketing campaign not too strong

Strengths• Excellent

distribution n/w ensures availability

Weaknesses• Limited

international presence

• Demographic segmentation is very weak

Strengths• Well adjusted

itself to Indian customs and traditions

• Reposition whenever required

Weaknesses• Rural Market• Penetration

power is not high

Nestle Amul CadburyStrengths and Weaknesses

Promote Joyville

Expanding into cakes and cookies

Introduce limited summer editions in India

Penetrate market through Social media campaigns

Future Strategies

THANK YOU!!