marketing miX of………..

introduction cadbury is a very old trusted name. it all started in

birmingham in england.

when johncadbury started his family grocery shop with side business of cocoa and chocolateproducts in around 1824.

it is a british confectionery and beverages company. its headquarter is in london,uk

cadbury is a leading global confectionery company whith an outstanding portfolio of chocolate, gum and candy brands. it have direct operations in over 60 countries, selling products  in almost every country around the world  

 

cont…..

cadubury india is fully owned subsidy of kraft foods inc. the combination of kraft foods & cadbury creates a global powerhouse in snakes , confectionery & quick meals.

in india cadbury began its operation in 1948 by importing chocolates.

the corporate office in mumbai.

marketing miXThe tools available to a business to gain

the reaction it is seeking from its target market in relation to its marketing objectives.

It is the generally accepted as the use and specification of the “four p’s” describing the strategic position of a product in the marketplace.

1.product cadbury world operates in a service industry & is almost unique in being owned by a major manufacturer.

Its Product category is…1. Chocolates2. Snacks3. Malted Foods4. Cocoa powder5. Drinking Chocolate

ChocolatesDiary milk

• The story of Cadbury Diary milk started was back in 1905 at BOURNVILLE,UK but in india it began in 1948.

• Recently Cadbury Diary milk desert was launched to cater to the urgue for ‘Something sweeet after meal’.

5star• A leading knight in the Cadbury portfolio & the second

largest after diary milk market share of 14%• Cadbury 5star & 5star crunchy isa n extremly success

brand in the market.Perk

• It launched ita new offering Cadbury Perk in 1996.• Cadbury Perk minis was launched in 2003 for just

Rs2/-

Cadbury Celebration• It was aimed at replacing traditional gifting

option like Mithai & Dry-fruits.• It has become a popular brand on ocassion

such as Diwali, Rakhi.

Eclairs• It was first discovered by local confectionary

firmin Lodon,England in 1960,the firm become part of Cadbury in1971 & marking it second largest brand in the company.

• In 2006 Cadbury launched a crunchy Éclair with hard Caramel.

• Today this Éclair has become choclairs.

SnackCadbury Bytes

• It was launched in 2004-05.• It’s available in the market

regular,Coffee,Strawbery,at two price point-RS 5 & 10/-

Malted foodBournvita

• In the malted healthy category Cadbury has strong in Bournvita.

• It was incorporated in India on july 19th 1948 as a Pvt Ltd. Co.

• It is among the oldest brand in malt based food.

Cocoa powder & Drinking chocolatesFood dinks are also offered by the company

which are drinking chocolate & cadbury’s cocoa powder

It has also soft drink like-Canada dry & crush.

2.price in india, price matters the most it has always

been the deciding factor for many marketer’s fate in the market.

cadbury has a very convenient prices for all its products.

the price charged for a chocolate can determine whether a consumer will buy it & the level of sales achieved can determine whether or not cadbury schweppes will make a profit.

contd…cadbury World works with a number of third

party promoters and businesses in order to offer a discount on the entry price.

determining the pricing strategy would be the participation costs for competing leisure activities (other attraction, cinemas etc.) as well as the price recommended selling price(rsp) for merchandise and confectionery.

3.placecadbury dairy milk is produced at the

chocolate factory in bourneville in birmingham.

after the chocolate is produced and has undergone all the quality checks it is transported to the stockrooms.

after this cadbury sells it products to shops that deal with beverages and confectionery e.g. corner shops, super stores.

contd… they then sell it to the general public.cadbury produces chocolate for more than

200 countries so that they have a chance to enjoy it as well and make profit.

4.promotion promotion of cadbury World to various target

audiences is a vital part of the management function.

television the print mediaposterssponcership

some tag lines by cadbury in 1998, ‘khaane waalon ko khaane ka bahana

chhayie’. in 2004, the ‘kuch meetha ho jaaye’, ‘pappu

paas ho gaya’, ‘miss palampur’. in the year 2010, the ‘shubh aarambh’. for cadbury gems ‘no ummer for lalach’.

cadbury celebritions the cadbury celebrations journey began in

1997.With the 1999 campaign that surprised

families with ‘diwali ki meethi shubhkaamnaaye’ and the ‘har pal bane ek utsav’ campaign in 2000.

in 2000, cadbury positioned celebrations as the new ‘rakhi par ek meetha sa uphar’.

in 2002, With gulzar’s heartwarming lyrics ‘rishtey pakne do’, ‘aankhon se chakne do’, the age-old custom of tying a rakhi was followed by gifting a box of celebrations.

contd…between 2003 and 2006, With the tagline

‘kyunki sirf shagun hi kaafi nahin’. the 2004 celebrations commercials starring

amitabh bachchan cemented the spirit of friendship with the tag line ‘aisi mithas jo dosti banaye khas’.

in 2009, ‘is diwali aap kisse khush karenge?’.

other promotional techniQuesvisicoolers jarspresence in amusement parks