Download - Dairymilk ppt
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introduction
• First people who made chocolate were the Mayas and the Aztecs
• They drank chocolate as a bitter and spicy beverage called “xocoatl” (“bitter water”)
• Chocolate played an important role in their social and religious life
• It symbolized life and fertility and was also used as medicine
• It was a drink for wealthy and important people(royalty, priests, etc.)
• Cocoa beans were also used as money
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IS CHOCOLATE HEALTHY?YES
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BENEFITS
• Decrease blood pressure • Improve circulation • Lower death rate from heart disease • Improve function of endothelial cells that line the
blood vessels • Defend against destructive molecules called free
radicals, which trigger cancer, heart disease and stroke • Improve Digestion and stimulate kidneys • Has been used to help treat patients with anemia,
kidney stones and poor appetite
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Company’s Profile
• Founder: JOHN CADBURY• LOCATION: Birmingham, UK.• YEAR: 1824
OPERATE IN OVER 60 COUNTRIES
WORLD'S LARGEST CONFECTIONERY COMPANY
WORLDWIDE, CADBURY HAS 72,000 EMPLOYEES
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CADBURY IN INDIA
1948
Operation began in India
1965
Pioneered the development of cocoa cultivation in India
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Popular Brands in INDIA
Beverages
CANDy’s
GUMS
Snacks
Chocolates
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• CHOCOLATE BAR MADE BY CADBURY.• BORN IN YEAR 1905. BOURNVILLE, U.K• CAME TO INDIA AT 1948• 65%-70% VALUE SHARE OF THE INDIAN
CHOCOLATE MARKET.
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PRODUCT
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CHOCOLATE BAR.
MADE FROM REAL DARK CHOCOLATE.
SIMILAR DESIGN WORLDWIDE.
CONTAINS MORE MILK THAN ANY OTHER CHOCOLATE BAR.
AVAILABLE IN 10.5g, 22g, 95g, 165g & OTHER PREMIUM PACKS
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INGREDIENTS
SUGAR
COCOA BUTTER
VEGETABLE FAT
CREAM
EMULSIFIERS
COCOA MASS
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VARIANTS
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PRICE
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WEIGHT (gm) PRICE
10.5 5
22 10
40 20
42 CRACKLE 25
95 50
80 FRUIT & NUT 55
165 90
PRICE MENTIONED ABOVE ARE SAME ALL OVER INDIA.
COMPETETIVE PRICING.
DUE TO PRICE HIKE IN RAW MATERIAL AND LABOUR COST COMPANY HAD NOT INCREASED THE COST OF PRODUCT BUT REDUCED THE WEIGHT OF PRODUCT.
EG. 5 RS PACK WAS OF 13gm BUT NOW IT IS 10.5gm
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PLACE
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Five company-owned manufacturing facilities:
Thane
Induri (Pune)
Malanpur (Gwalior)
Bangalore
Baddi (Himachal Pradesh)
4 sales offices: New Delhi
Mumbai
Kolkota
Chennai
Corporate/Head office: Mumbai
Business Operations
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DISTRIBUTION
CDM ARE SOLD DIRECTLY TO WHOLESELLER AND RETAILERS.
CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES 2100 DISTRIBUTORS AND 450,000 RETAILERS.
WHOLESELLERRETAILER
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PROMOTION
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Strong brands are very important in the chocolate confectionery market.
Almost 80% of chocolate purchases are made on impulse.
The media mix for the campaign comprises TV, outdoor, Internet and radio.
Use of emotional appeals in advertising.
Concentrated more on TV. Advertisement.
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• The ‘Real Taste of Life’ with the girl dancing on the cricket field
• The message: ‘Dairy Milk is for enjoyment’
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During late 90’s
• Campaign: ‘Khanewalon ko khane ka bahana chahiye’.
• Target: widening chocolate consumption among the masses
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More recently
• Campaign: ‘kuch metha ho jaye’.
• Target: to associate Cadbury with celebratory occasion.
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• Campaign: ‘pappu pass ho gaya’.• Target: encourage those who have pass the
exams to celebrate with Dairy Milk.
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• Campaign: ‘Miss Palampur’
• Target: Focusing on the adults.
• Campaign: ‘AAJ PAHLI TARIK HAI’
• Target: To celebrate pay day / salary day
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• Campaign: “Shubh Aaram” Takes the story forward to capture a new generation
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THE BIG ‘B’ FACTOR
Cadbury appointed Amitabh Bachchan as its brand ambassador.
The Big factor that has pushed up CDM sales is the Amitabh Bachchan campaign.
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19051930s
1960s1970s
Present
PACKAGING STYLES
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S T PSEGMENTATION TARGET MARKET POSITIONING
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GEOGRAPHIC SEGMENT
IMPULSE SEGMENTFOR EATING THEN AND THERE.
“KHAANE WALO KO KHANE KA BAHANA CHAHIYE”
GIFT SEGMENT PURCHASED TO GIFT SOME ONE.
segmentation
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TARGET MARKETThe prospective customers of Cadbury Dairy Milk have changed have changed from kids to adults-including every family member to celebrate any occasion with Dairy Milk.
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Positioning
FOR KIDS ACROSS INDIA, THE WORD ‘CADBURY’ IS SYNONYMOUS WITH CHOCOLATES.
CDM POSITIONED AS ‘THE PERFECT EXPRESSION OF LOVE’
“MAZZA AA GAYA”SPONTANEOUS, CAREFREE, SPECIAL, REAL MOMENTS.
" KUCH MEETHA HO JAYE “THE BRAND WANT ITSELF TO BE SYNONYMOUS WITH SWEET.
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COMPETITORS
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ANALYSIS
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Which dairy milk people usually prefer
40
42
36
18
Dairy milk
Plain
Crunches
Fruit
Fruit and Nut
Nuts
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Why people buy dairy milk chocolate
8
58
8
44
Dairymilk
EnergyEnjoymentGiftSharingSnacking
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Which are the other brands comes into buyers mind when he purchase
dairy milk
38
1012
2
10
28
Brands
5 StarBar oneKit KatMilky BarMunchAny Other
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Is standard price of dairy milk is fair
88
12
Price
YesNo
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Awareness about the brand ambassador
68
32
Brand Ambassdor
YesNo
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Which factor motivates to buy chocolate
7
47
41
5
Dairymilk
FamilyFriendsTv AdvertisementPrint Media
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How people rate CDm on different attributes
Price Taste Packaging Availability Brand Ambassdor0
10
20
30
40
50
60
70
80
Highly SatisfiedSatisfiedNot Satisfied
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Findings
• SYNONYM FOR WORD CHOCLATE• AIMING TO REPLACE TRADITIONAL GIFTING OPTION LIKE
MITHAIS AND DRY FRUITS• PLAIN CHOCOLATES ARE MORE PREFERABLE THEN THE
OTHER VARIANTS OF DAIRY MILK• MAXIMUM PEOPLE BUY CHOCOLATES FOR ENJOYMENT • FRIENDS AND TV- ADVERTISEMENTS ARE INFLUENCING
FACTOR BEHIND CHOCOLATE PURCHASE
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Recordation
• CADBURY SHOULD BRING OUT NEW PRODUCTS FOR HEALTH CONSCIOUS PEOPLE
• IT SHOULD CONTINUE TO PROMOTE ITSELF AS SUBSTITUTE TO MITHAI
• COMPANY SHOULD CONCENTRATE MORE ON TELEVISION FOR ADVERTISEMENT , AS MOSTLY PEOPLE GET ATTRACTED THROUGH TELEVISION ONLY
• PEOPLE ARE LESS SATISFIED WITH PRICE AND PACKAGING SO COMPANY SHOULD FORCES ON THIS
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