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CHOCOLATES
By Group 1101101- Abhinav101102-Abhishek101103-Aditya 101105-Alok
Life is like a box of chocolates. You never know what you’re going to get.” (Forrest Gump)
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Types of Chocolate
• Cocoa• Chocolate Liquor• Unsweetened Chocolate• Bittersweet Chocolate• Sweet Chocolate• Milk chocolate• White Chocolate• Baking Chocolate
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Major Chocolate Manufacturers
• Nestle • Cadbury Schweppes- England• Ferrero SpA-Italy• Callebaut-Belgium, Second Largest manufacturer• Camille Bloch- Switzerland• Divine Chocolate- UK• The Hershey Company-US• Royce’
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Global Market of Chocolates
• Size of USD 110 billion
• Growth rate of 2.5 %
• Mars is the global market leader followed by Nestle.
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Indian Market
• Size of Rs 8 billion in value and around 33,000 tonnes in volume.
• Low per capita consumption of around 160 gm as compared to 8 kg in U.K.
• Low penetration level.
• Growth rate 11.5%
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Market Overview: Confectionery Industry
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Cadbury Dairy Milk
• The journey with chocolate lovers in India began in 1948.
• Today, Cadbury Dairy Milk alone holds 30% value share of chocolate market
• 50% of molded chocolate segment• One of the Largest chocolate brand in the
country
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Product Line Of Dairy Milk
• Dairy Milk Crackle• Fruit& Nut• Roast Almond• Double Deck• Chunky• Cadbury Dairy Milk Wowie - chocolate with
Disney characters embossed in it,
• Cadbury Dairy Milk 2 in 1 - a delightful combination of milk chocolate and white chocolate
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Promotion
• In the early 90's, chocolates were seen as 'meant for kids‘.
• In the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid in all of us'.
• It appealed to the child in every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings'
• The 'Real Taste of Life' campaign which people still fondly remember. "girl dancing on the cricket field" has remained etched in everyone's memory, as the most spontaneous & un-inhibited expression of happiness.
• This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad Club, Mumbai) awards.
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• In the late 90's, to further expand the category, the focus shifted towards widening chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye' campaign. This campaign built social acceptance for chocolate consumption amongst adults, by showcasing collective and shared moments
• More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language
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Cadbury launches 'Wowie' with Disney characters
• Cadbury Diary Milk Wowie is targeted at the 8-13 year old consumers and is priced at Rs 10 per pack of 22 grams
• Cadbury Daily Milk Wowie, which is a chocolate delight with Disney characters Mickey, Pluto, Goofy and Donald.
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• Then the worms crawled in
Project ‘Vishwas’• New imported machinery• Packing cost 15% higher• Roped in Big B- Resulted Customer Satisfaction
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Cadbury’s Brands Positioning Nestle’s Brands Positioning
Cadbury Dairy Milk "The Real Taste Classic Milk chocolatePositioned as affordable,
of Life" enriched milk chocolate
Fruit n Nut Positioned at adults
Creamy Bar as an impulse anytime
Roast Almond
Nut Milk Self expression
Crackle value attached.
Bournville
5 star/Perk Perk positioned as Kit Kat Positioned as snacking
snacking
Gems/Eclairs Positioned as variety,
Butter scotch gifting and taste
Caramels preference.
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First milk union KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION Started in 1945.
Selected Brand name AMUL in 1955.Amul means “Priceless” in sanskrit.Entered in chocholates segment in 1970Sales Turnover Rs 67113 million 2008-09.
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Demand Drivers
• Evolving demographics of buying population.
• Increased penetration through targeting of adults.
• Low-cost availability in the form of smaller packages
• Increased variety for different target segments
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Hindrances To Growth
• Chocolates are a foreign food.
• Traditional substitutes like mithais are readily available.
• Chocolates are still seen as fun and indulgence products.
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Future Growth Drivers
• Increasing the market depth including rural India’s coverage.
• Better product quality and packaging.
• Launching sugar free product lines for health conscious
• To carve niche segments, due to growth in disposable income.
• New major products to be launched every year.
• Designer chocolates have become status symbols
• In past, consumers had negligible inclination for dark chocolates. But now we have seen a change in the Indian palate, which is increasing the base of this sub-segment
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