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Agenda

Executive Summary Global & Indian Chocolate market

Cadbury India

S.W.O.T Analysis

Product Life cycle & BCG Matrix Marketing Strategy

Marketing Plan

Financials Conclusion

Video


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Executive Summary

The global chocolate market is estimated to be around $106 billion. (RetailMarket Value).

100 tonsof chocolate are consumed every second.

Currently, the Indian chocolate market is worth around Rs 5,562 crore.

India chocolate industry will be growing at the CAGR 23% by volumebetween the years 2013-2018 and reach at 3,41,609 Tons.

Drivers Challenges

- Increase in disposable income - Rise in Cocoa prices- Attractive pricing - Lack of government initiative

- Rising income levels - High entry barriers

- Chocolate Gifting - Price-sensitive consumer

- Opportunity to expand - High excise & Import duty

Experts feel that premium chocolates are replacing traditional Indianmithai and thus they are no longer a category just for a category just forkids.


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Global Chocolate Market

Global market is still dominated

by Western Europe and NorthAmerica, emerging markets

clearly represent the future. The

BRIC countries (Brazil, Russia,

India and China) accounted for

55% of global confectionery retailgrowth in 2011.

Right now, Indians eat

only 165 grams (less

than 6 ounces) ofchocolate a year. The

Chinese eat only 99

grams (3.5 ounces).


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Indian Chocolate Market India is the world's fastest growing market for chocolates.

Registering 15% annual growth between 2008 and 2012. The Indian chocolate market is worth around Rs 5,562 crore.

400 Kgs of chocolate consumption in India per minutes.

Low priced unit packs, increased distribution reach and new productlaunches can be said to have fuelled this growth.

India chocolate

industry will be

growing at the CAGR

23% by volume

between the years2013-2018 and reach

at 3,41,609 Tons.


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History of Cadbury

1824John Cadbury beganselling tea, coffee, anddrinking chocolate

1824

1897

1897The first Cadbury solidchocolate bar is sold.

1905

1905Dairy Milk brand appears

for the first time

1948

1948Cadbury began its operations inIndia by importing Chocolates

1969 1993

2009 2013

1969Cadbury buys drink maker Schweppesto become Cadbury-Schweppes

2009Acquisition by KraftFoods: 11.5 billion(US$18.9 billion) indicativetakeover bid for Cadbury

2012

The confectionerybusiness of Kraftbecame Mondelz

International, of whichCadbury is a subsidiary.

2012-13Cadbury India profitslows to six year lowPAT growth 2.2% underthe new parentMondelez International.

2008Cadbury Schweppes demergertook with the drinks businessbecoming Dr. Pepper SnappleGroup Inc.

1993Cadbury opened the world's largest and

most advanced chilled warehouse inMinworth, Birmingham

2012

6

2008


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Cadbury India

Cadbury India a subsidiary of Mondelez International, the $32 billion global

snacking major formed in October last year.

Cadbury India enjoys a value market share of over 67 percent in the chocolate

category and our brand Cadbury Dairy Milk (CDM) is considered the "gold

standard" for chocolates in India.

Cadbury in India operated in five categories: Chocolates, Beverages, Biscuits,

Candy & Gum. Snapshot of some of the most popular Brand of Cadbury:-


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Market Share in Different Segments


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Cadbury Dairy Milk(CDM)

Introduced in 1905, but it came to India in 1948.

Cadbury Dairy Milk has captured the heart of Indian consumers for oversix decades.

The name Dairy Milk because it has higher proportion of milk than any

other chocolate bars.

Dairy milk alone holds 30% value share of the Indian chocolate market.

1905 1951 1993 1999

2013


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S.W.O.T Analysis

Strength Topmost chocolate provider in

the world

Brand loyalty

Low cost of production due to

economic of scale

Strong distribution network.

Weaknesses Lack of market penetration

Relatively high Price Brand

Limited variety of products

Poor technology in India

compared to current

international technologies

Opportunities

India CAGR 2013-18 is 23%

Population 1.27 Billion

Bring efficiency in logistics and

distribution with the help of

technology.

Introduction of foreign products

in India.

Threats

Faced a worm scandal

In confectionery segment

Threats from company like Amul

& Nestle.

Government Policies

Rise in raw materials cost cocoa

beans, dairy products & Sugar.


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CDM Product Life Cycle

19052010

Life Cycle

Extension


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BCG Matrix Cadbury Chocolate

Business

GrowthR

ate

High

High

Lo

w

Low

Relative Position(Market Share)High Low

Bournvita

Dairy Milk

Bournville Toblerone

Gemsclairs

5 StarPerk

Gum


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Marketing Plan India has more than 50% of its population below the age of 25 and more

than 65% below the age of 35.

Age Structure:- 0-18 years : 38 % (0.48 billion) Group-I

19-35 years: 27 % (0.34 billion) Group-II

36-65 years: 30 % ( 0.38 billion) Group-III

66 above : 5.3% ( 0.06 billion) Group-IV

We have made separate plan for separate age groups.

We will be targeting the first three groups covering 94.7 % of population.

Our strategy is purely penetration into Indian chocolate market

We would like to target the with the same products. No new product In our marketing plan we have suggested collaboration with many

institutions & organization's.


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Birthday With

Chocolates

Birthday With

Chocolates


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Marketing Plan for Age group 36 to 65

Total Population : 0.381 billion

This is majorly working population of India.

This population can be targeted on Birthday at office, for Gifting, on

marriages (with Marriage invitation card & after marriage), on festivals,

special occasions & many more occasions.


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Sales Projections


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Conclusion

Indian Chocolate Industry is a unique mix withextreme consumption patterns, attitudes, beliefs,

income level and spending

Understanding the consumer demands and

maintaining the quality will be essential

So we think that bringing online sales(through

facebook) & increasing the institutional sales(in

unique way) would bring prosperity and increasethe sales of Cadburys as a whole again resulting

in the goodwill of the company.


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Products & Segments CDMSegments Product Pack size Rate

Value Dairy Milk 9.2 Gram Rs. 5Value Dairy Milk Shots 18.6 Gram Rs. 10Value Dairy Milk 17 Gram Rs. 10Value Dairy Milk 38 Gram Rs. 22Mid-Tier Dairy Milk Crackle 42 Gram Rs. 35Mid-Tier Dairy Milk Roast Almond 42 Gram Rs. 35Mid-Tier Dairy Milk Fruit & Nut 42 Gram Rs. 35Premium Dairy Milk Silk 60 Gram Rs. 55Premium Dairy Milk Silk Fruit & Nut 60 Gram Rs. 55Premium Dairy Milk Orange Peel 60 Gram Rs. 55

Super Premium Dairy Milk Silk 145 Gram Rs. 125Super Premium Dairy Milk Silk Fruit & Nut 145 Gram Rs. 125Super Premium Dairy Milk Orange Peel 145 Gram Rs. 125

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