Nestle vs Cadbury
2
NESTLE vs CADBURY
An Evaluation of the Marketing Mix of Nestle and Cadbury
Submitted to:
Ms Shalini Gupta
Submitted by:
Chaitanya Hiremath
Roll no - 370
2012
Shaheed Bhagat Singh College
(Delhi University)
ACKNOWLEDGEMENT
I, a student of Shaheed Bhagat Singh College make a humble attempt to present my research project. It gives me immense pleasure to thank and extend my gratitude to Ms Shalini Gupta for extending her valuable time and continuous support in completing this project.
I also avail this opportunity to convey my sincere thanks to all the sources of reference. I hope that this project, with all its contents, will serve its true purpose, cater to the needs of all.
Contents
OBJECTIVES OF THE STUDY 3 THE INDUSTRY SCENARIO 4 TRENDS IN THE INDUSTRY 4 CONFECTIONARY INDUSTRY IN INDIA 5 INTRODUCTION TO NESTLE 7 HISTORY AND BACKGROUND 7 NESTLE’S MISSION STATEMENT 8 MARKETING PHILOSPHY OF NESTLE 8 INTRODUCTION TO CADBURY 10 NESTLE PRODUCTS 12 PRODUCT STRATEGY 13 CADBURY PRODUCTS 15 NESTLE PRICING 18 CADBURY PRICING 18 FACTORS INFLUENCING PRICING OF CADBURY 19 NESTLE’S PROMOTION 21 CADBURY’S PROMOTION 22 BRANDING 25 NESTLE’S DISTRIBUTION 27 CADBURY’S DISTRIBUTION 29 NESTLE’S BCG MATRIX 30 CADBURY’S BCG MATRIX 31 CONCLUSION 32 BIBLIOGRAPHY 33
OBJECTIVES OF THE STUDY 1. To get familiar with the marketing strategies of Nestle and Cadbury separately 2. To view the segments being targeted by these brands in the market 3. To study and compare the promotion and pricing strategies of these brands 4. To compare the product portfolios of both the companies using BCG Matrix
THE INDUSTRY SCENARIO
With the entry of multinationals and home companies sprucing up their act, the confectionery market is booming. McKinsey & Co. has estimated the confectionery industry to touch a whopping Rs. 6,800 crore by the year 2010.
Till the eighties, the chocolate market was small and the product category itself was fuzzy. In the
NESTLE vs CADBURY
An Evaluation of the Marketing Mix of Nestle and Cadbury
Submitted to:
Ms Shalini Gupta
Submitted by:
Chaitanya Hiremath
Roll no - 370
2012
Shaheed Bhagat Singh College
(Delhi University)
ACKNOWLEDGEMENT
I, a student of Shaheed Bhagat Singh College make a humble attempt to present my research project. It gives me immense pleasure to thank and extend my gratitude to Ms Shalini Gupta for extending her valuable time and continuous support in completing this project.
I also avail this opportunity to convey my sincere thanks to all the sources of reference. I hope that this project, with all its contents, will serve its true purpose, cater to the needs of all.
Contents
OBJECTIVES OF THE STUDY 3 THE INDUSTRY SCENARIO 4 TRENDS IN THE INDUSTRY 4 CONFECTIONARY INDUSTRY IN INDIA 5 INTRODUCTION TO NESTLE 7 HISTORY AND BACKGROUND 7 NESTLE’S MISSION STATEMENT 8 MARKETING PHILOSPHY OF NESTLE 8 INTRODUCTION TO CADBURY 10 NESTLE PRODUCTS 12 PRODUCT STRATEGY 13 CADBURY PRODUCTS 15 NESTLE PRICING 18 CADBURY PRICING 18 FACTORS INFLUENCING PRICING OF CADBURY 19 NESTLE’S PROMOTION 21 CADBURY’S PROMOTION 22 BRANDING 25 NESTLE’S DISTRIBUTION 27 CADBURY’S DISTRIBUTION 29 NESTLE’S BCG MATRIX 30 CADBURY’S BCG MATRIX 31 CONCLUSION 32 BIBLIOGRAPHY 33
OBJECTIVES OF THE STUDY 1. To get familiar with the marketing strategies of Nestle and Cadbury separately 2. To view the segments being targeted by these brands in the market 3. To study and compare the promotion and pricing strategies of these brands 4. To compare the product portfolios of both the companies using BCG Matrix
THE INDUSTRY SCENARIO
With the entry of multinationals and home companies sprucing up their act, the confectionery market is booming. McKinsey & Co. has estimated the confectionery industry to touch a whopping Rs. 6,800 crore by the year 2010.
Till the eighties, the chocolate market was small and the product category itself was fuzzy. In the