19-11-2012, 11:26 AM
MARKETING MIX CADBURY
MARKETING MIX.ppt (Size: 228 KB / Downloads: 38)
INTRODUCTION
CADBURY IS A LEADING GLOBAL CONFECTIONERY COMPANY WITH AN OUTSTANDING PORTFOLIO OF CHOCOLATE, GUM AND CANDY BRANDS. IT EMPLOY AROUND 50,000 PEOPLE AND HAVE DIRECT OPERATIONS IN OVER 60 COUNTRIES, SELLING PRODUCTS IN ALMOST EVERY COUNTRY AROUND THE WORLD CADBURY.IT IS A BRITISH CONFECTIONERY AND BEVERAGE COMPANY WITH ITS HEADQUARTERS IN LONDON, UNITED KINGDOM
HISTORY
Cadbury is a very old trusted name. It all started in Birmingham in England when John
Cadbury started his family grocery shop with side business of cocoa and chocolate products in around 1824. His two sons, Richard and George, expanded their family business of cocoa and chocolate. Bournville, a town near Birmingham, was build by them as a part of expansion of their business.
MARKETING OBJECTIVES
GROW SHAREHOLDER VALUE…OVER THE LONG TERM
CADBURY IN EVERY POCKET
MARKETING STRATEGY IS AIMED AT ACHIEVING THIS VISION BY GROWING THE MARKET, BY APPROPRIATE PRICING STRATEGY THAT WILL CREATE A MASS MARKET AND TO HAVE OFFERINGS IN EVERY CATEGORY TO WIDEN THE MARKET
TARGET MARKET
THE INDIAN CHOCOLATE MARKET IS VALUED AT RS. 650 CRORES (I.E. RS. 6.50 BILLION) A YEAR. THE INDIAN CHOCOLATE BAZAAR IS ESTIMATED TO BE IN THE REGION OF 22,000-24,000 TONNES PER ANNUM, AND IS VALUED IN EXCESS OF US$ 80 MILLION.
INDIA'S METROS PROVING TO BE THE BIG DRAW CLOCKING PENETRATION IN EXCESS OF 15 PERCENT. NEXT, COMES THE RELATIVELY SMALLER CITIES/TOWNS WHERE CONSUMPTION LAGS AT ABOUT 8 PERCENT. CHOCOLATES ARE A LUXURY IN THE RURAL SEGMENT, WHICH EXPLAINS THE MERE 2 PERCENT PENETRATION IN VILLAGES. THE MARKET PRESENTLY HAS CLOSE TO 60MN CONSUMERS AND THEY ARE MAINLY LOCATED IN THE URBAN AREAS.
MARKET SEGMENTATION
MARKET SEGMENTATION IS THE PROCESS IN MARKETING OF GROUPING A MARKET (I.E. CUSTOMERS) INTO SMALLER SUBGROUPS. THESE MARKETS ARE OFTEN TERMED NICHE MARKETS OR SPECIALTY MARKETS
THE PURPOSE OF SEGMENTATION IS TO IDENTIFY AND TARGET PRIME CUSTOMER GROUPS (EG THE 20% THAT ACCOUNT FOR 80% OF YOUR SALES) SO THAT YOU GET THE MAXIMUM RETURN FROM A LIMITED MARKETING BUDGET
GEOGRAPHIC SEGMENTATION
THE MARKET PRESENTLY HAS CLOSE TO 60MN CONSUMERS AND THEY ARE MAINLY LOCATED IN THE
URBAN AREAS. GROWTH WILL MAINLY COME THROUGH AN INCREASE IN PENETRATION AS INCOME LEVELS IMPROVE.
HOWEVER, ALMOST ALL OF THIS CONSUMPTION IS IN THE CITIES, AND RURAL INDIA IS NEARLY ‘CHOCOLATE-FREE’. BUT THE FACT IS THAT THREE QUARTERS OF INDIANS LIVE IN RURAL AREAS. “AVERAGE SUMMERTIME TEMPERATURES REACH 43 DEGREES CELSIUS IN INDIA. CHOCOLATE MELTS AT BODY TEMPERATURE OF 36 DEGREES.”