I still remember falling in love for this one advertisement that aired on TV. With this one ad Shimone(the jiving lady) danced her place in the hearts of millions of Indians (including me), while the bank accounts of Dairy milk started filling in riding on the incumbent sales. Everything in this ad makes me connect to the happiness, the freedom, the love, the small but most important fact in life “Kya Swaad Hai Zindagi Mein”. I have lost the count and track of the number of “meethas” I had in my life, cherish able moments that are connected with this one chocolate. So friends forgive me if I am biased on this analysis, but chocolate for me is nothing but Cadbury’s.

The chocolate market is on the growth stage of the life cycle. Hence it is important that the brand is markets aggressively and its image is modified in such a way that it can differentiate itself from the clutter of other brands that exist in the market today.

A very peculiar characteristic of the chocolate consumers is that there is an overwhelming awareness among the users about different brands that exist in the market. There is however very little brand loyalty in users. People always are ready to try out new brands and keep on switching from one brand to another. This behaviour poses lot of challenge, as the job of designing of marketing strategies becomes two fold. Firstly non-users are to be converted to users and more importantly the existing customers should are not be lost.

The SWOT analysis has been done of three major companies i.e. Cadburys, Amul, and Nestle. They are the major players that cover approximately 95% of Indian chocolate market. The analysis will help to know what measure the chocolate companies in Indian market should take.

SWOT analysis of Cadburys

Strength

1. Cadbury is a company, which is reputed internationally as the topmost chocolate provider in the world.

2. The brand is well known to people & they can easily identify it from others.

3. Cadbury the world leaders in chocolate, is a well-known force in marketing and distribution.

4. Users have a positive perception about the qualities of the brand.

5. Cadbury main strength is Dairy milk. Dairy milk is the most consumed chocolate in India.

6. By using popular models like Cyrus Brocha, Preety Zinta and others Cadburys has managed to portray a young and sporty image, which has resulted in converting buyers of other brands to become its staunch loyalists.

7. Cadbury has well adjusted itself to Indian custom.

8. It has properly repositioned itself in India whenever required i.e. from children to adults, togetherness bar to energizing bar for young ones etc.

Weaknesses

1. There is lack of penetration in the rural market where people tend to dismiss it as a high end product. It is mainly found in urban and semi-urban areas.

2. It has been relatively high priced brand, which is turning the price conscious customer away.

3. People avoid having their chocolate thinking about the egg ingredients.

Opportunities

1. The chocolate market has seen one of the greatest increases in the recent times (almost 30%)

2. There is a lot of potential for growth and a huge population who do not eat chocolates even today that can be converted as new users.

Threat

1. There exists no brand loyalty in the chocolate market and consumers frequently shift their brands.

2. New brands are coming and existing brands are introducing new variants to add up to an already overcrowded market.

world's most expensive chocolate brands

Here are some of the world's most expensive chocolate brands that seek to assuage the cravings of your palate.

Knipschildt ChocolatierThe founder Fritz Knipchildt founded 'Knipschildt Chocolatier' in the year 1996 after moving to U.S.A from Denmark. The company has to its credit as being rated as one of the top three chocolate makers in the world by the 'Gourmet Magazine. The Chocolates are made of classical recipes with a modern touch. Fritz Knipchildt does not succumb to compromises with regards to maintaining the standard of the chocolates thereby enriching it with all its goodness that go into each and every tasty bite.

A handmade artisan product made for special occasions; Knipschildt has come up with an expensive chocolate truffle. The Valrhona coca powder and the French Black Truffle, which are the major ingredients of the chocolate, call for the exorbitant cost and the extraordinary taste of the chocolate. It comes to delight the palate that enjoys a bittersweet taste in a 10 oz gift box.

It is priced at $2,600 per pound that amounts to Rs.1, 14,436 for 2.20 kilograms.

Noka ChocolatesNoka chocolates boast of being the pure single estate dark chocolates that are made of cacao from the best plantations of Venezuela, Trinidad, Cote d'Ivoire and Ecuador.

Noka chocolates contain no preservatives, additives, artificial ingredients and lecithin. Noka chocolatier, Katrina Merrem focuses on returning chocolate to its pure and luxuriant taste with the best ingredients involved.

The Noka's 'Mixed Encore Collection' is an exclusive combination of the Vintage collection and the Grand Cru collection with its usual promising taste.

It is priced at $ 234, which amounts to Rs. 10,299

DeLafeeDeLafee offers the most luxuriant delicacy with the combination of chocolate and edible gold. The Swiss chocolate is made of select cocoa beans from Venezuela, Ghana and Ecuador with the blend of edible gold that sparkles on the chocolate pralines. Together it is a sensual and magnetic combination that pampers the palate with its luxury.

It is no doubt an ideal gift for the most intimate moments.

A box of eight is priced at $96 that amounts to Rs.4, 213

GodivaJoseph Draps founded 'Godiva' more than seventy-five years ago in Brussels, Belgium in honour of the legend Lady Godiva.

Fine chocolate and good quality ingredients go into the making of the chocolates.

140 pc. Gold Ballotin comprises of a range of chocolate magic from creamy caramels, pralines, ganaches and refined fruits and nuts, sure to satiate the cravings of your taste buds.

It is priced at $ 135, which amounts to Rs. 5,942/-

Richart Chocolates'Richart' was founded in 1925 by Joseph Richart on the Croix Rousse hill in Lyons France. Richart chocolates are made from Criollo cocoa, which is supposed to be the best cocoa in the world. It involves ingredients of the highest quality that render the unique and luxuriant taste to the chocolates.

The brand produces chocolates in a number of flavours that seek to fulfill the cravings of the taste buds.

The chocolates fall into different categories of flavours like Balsamic, Roasted, Fruity, Citrus, Herbal, Floral and Spiced.

Richart Luxurious Burlwood Chocolate Vault consists of seven drawers of mouth-watering contents of all the flavours that seek to entertain the palate with their varying tastes.

Richart Luxurious Burlwood Chocolate Vault is priced at $ 825, which amounts to Rs. 36,312.

So treat your taste buds with the most fascinating taste of the world's most expensive chocolates.