KRAFT FOODS (CADBURY INDIA)
"MAKE TODAY DELICIOUS"
Cadbury is fully owned subsidy of Kraft Foods Inc
Kraft Foods and Cadbury deal in snacks, confectionery and quick meals.
With annual revenues of approximately $50 billion, the combined company is the world's second largest food company Sales in more than 160 countries
Approximately 140,000 employees
Operations in more than 70 countries
Cadbury began its operations in 1948 by importing chocolates.
It has five company-owned manufacturing facilities:
Baddi (Himachal Pradesh)
4 sales offices:
The corporate office is in MUMBAI.
Currently, Cadbury India operates in four categories viz.
Milk Food Drinks
In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years.
Key brands in India
Cadbury Dairy Milk
Cadbury Dairy Milk Crackle
Cadbury Dairy Milk Roasted Almond
Cadbury Dairy Milk Fruit and Nut
Cadbury Dairy Milk Shots
Cadbury Dairy Milk Silk
Cadbury Dairy Milk Eclairs
The billion-dollar brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer.
In MILK FOOD DRINKS segment Bournvita is the leading Malted Food Drink (MFD) in India
In the medicated CANDY category Halls is the undisputed leader
In the SNACKS category Bytes was introduced in 2004-5. It’s a sweet snack saying (`Har snack namkeen nahi hota').
Cadbury launched Bubbaloo in gums category recently. Bubbaloo is sold in 25 countries worldwide.
Concentrated on TVCs
The advertisement aimed at conveying the idea that no specific occasion is required for consuming CDM
Campaigns & their messages
The ‘REAL TASTE OF LIFE’ with the girl dancing on the cricket field The message: ‘Dairy Milk is for enjoyment’
During late 90’s
Campaign: ‘KHANEWALON KO KHANE KA BAHANA CHAHIYE’.
Target: widening chocolate consumption among the masses
Campaign: ‘KUCCH MEETHA HO JAYE’.
Target: to associate Cadbury with celebratory occasion.
Campaign: ‘PAPPU PASS HO GAYA’.
Target: encourage those who have passed the exams to celebrate with Dairy Milk.
Campaign: ‘MISS PALAMPUR’
Target: Focusing on the adults.
Campaign: ‘AAJ PAHLI TARIKH HAI’
Target: To celebrate pay day / salary day
Cadbury roped in Preity Zinta for its perk brand. Preity Zinta’s angelic dimples laid the foundation for what would become the Indian teenager’s favorite snack. After this campaign, Perk’s sale surged.
THE BIG ‘B’ Ambassador
Cadbury appointed Amitabh Bachchan as its brand ambassador.
It’s the Big factor that has pushed up CDM sales is the Amitabh Bachchan campaign.
Chocolate needs to be distributed directly, unlike other FMCG products like soaps and detergents, which can be sold through a wholesale network. 90% of chocolate products are sold directly to retailers. •
Cadbury's distribution network used to encompasses 2100 distributors and 450,000 retailers •
To avoid cannibalization of its higher priced products from lower priced ones, Cadbury is setting up two separate distribution channels – one for core business & other for mass markets
Nature of retail outlet
Chocolates are primarily sold through kirana stores, gift stores, medical stores, canteens, pan-bidi stores, bakeries, sweet shops etc. this is true for chocolates also. The space allocated for the chocolates was less when compared to the total area of the shop. of the space allocated for chocolates, Cadbury brands occupied more than nestle brands.
Volume led growth strategy
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