PRESENTED BY, GAURAV H. NANJANI PGDBM.

BATCH 09-11 RIZVI MANAGEMENT INSTITUTE BANDRA(w) MUMBAI

First people who made chocolate were the Mayas and the Aztecs
They drank chocolate as a bitter and spicy beverage called xocoatl (bitter water) Chocolate played an important role in their social and religious life

It symbolized life and fertility and was also used as medicine

It was a drink for wealthy and important people (royalty, priests, etc.) Cocoa beans were also used as money

BENEFITS
Decrease blood pressure Improve circulation Lower death rate from heart disease Improve function of endothelial cells that line the blood vessels Defend against destructive molecules called free radicals, which trigger cancer, heart disease and stroke Improve Digestion and stimulate kidneys Has been used to help treat patients with anemia, kidney stones and poor appetite

Companys proFIlE

CADBURY IN INDIA
1948
Operation began in India

1965 Pioneered the development of cocoa cultivation in India

Vision & Mission

Vision: "Working together to create brands people love" Cadburys mission statement Says simply, Cadbury means quality; this is our promise. Our reputation is built upon quality; our commitment to continuous improvement will ensure that our promise Mission Statement 0f the product: The mission statement of our new product is To provide our customers with a tempting and exquisite taste as Enticing Treats means a mouth watering treat which is simply irresistible.

Popular Brands in INDIA

C h o c o l a t e s

S n a c k s

Beverages G U M S CanDys

PRODUCT

CHOCOLATE BAR.
MADE FROM REAL DARK CHOCOLATE.

SIMILAR DESIGN WORLDWIDE.

CONTAINS MORE MILK THAN ANY OTHER CHOCOLATE BAR.

AVAILABLE IN 10.5g, 22g, 95g, 165g & OTHER PREMIUM PACKS

INGREDIENTS

PRICE

WEIGHT (gm) 10.5 22 40

PRICE 5 10 20

42 CRACKLE 95
80 FRUIT & NUT 165

25 50
55 90

PLACE

Business Operations
Five company-owned manufacturing facilities:
Thane
Induri (Pune) Malanpur (Gwalior) Bangalore Baddi (Himachal Pradesh)

4 sales offices:
New Delhi Mumbai Kolkota Chennai

Corporate/Head office:
Mumbai

THESE FACTORIES CHURN OUT CLOSE TO 8,000 TONNES OF CHOCOLATE ANNUALLY

 CDM ARE SOLD DIRECTLY TO WHOLESELLER AND RETAILERS. CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES 2100 DISTRIBUTORS AND 450,000 RETAILERS.

RETAILER
WHOLESELLER

PROMOTION

tHE BIG B FaCtor

PACKAGING

PACKAGING STYLES

1905

1930s

1970s
1960s

PRESENT

PACKAGING MATERIAL

ADVANTAGES OF PACKAGING

segmentation

TARGET MARKET

Positioning

COMPETITORS

Achievements
Major Achievements of Cadbury
Worlds No 1 Confectionery company World's No 2 Gums company. World's No 3 Beverage company. Cadbury Dairy Milk & Bournvita have been declared a "Consumer Superbrand" for 2006-07 by Superbrands India. Cadbury India has been ranked 5th in the FMCG sector, in a survey on India's most respected companies by sector conducted by Business World magazine in 2007. Cadbury India has been ranked as the 7th Great Place to Work and the No. 1 FMCG company in India in 2008, by the Great Place to Work Institute. Asian Marketing Effectiveness Awards 2008 for Bournvita Folk/Fusion campaign - GOLD award for the "Best Insights and Strategic Thinking" and SILVER award for the 'Most Effective Use of Advertising'.