Cadbury
MARKETING PLAN
OF
CHOCOLATES
EXECUTIVE SUMMARY
Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. It stands for goodness. A moment of pure magic!
Cadbury Dairy Milk (CDM) entered the Indian market in 1948, and since then for consumers across India, the word Cadbury has become synonymous with chocolate. CDM remains at the top of the Indian chocolate market not only because of its most delicious, best tasting chocolate but also because of its memorable communication. * Cadbury India is a food product company with interests in Chocolate Confectionery, Milk Food Drinks, Snacks, and Candy. Cadbury is the market leader in Chocolate Confectionery business with a market share of over 70%. Some of the key brands of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, Eclairs, Celebrations, Temptations, and Gems. In Milk Food drinks segment, Cadbury's main product - Bournvita is the leading Malted Food Drink in the country. * Sell three kinds of confectionery: chocolate, gum and candy * Operates in over 60 countries. * 35,000 direct and indirect suppliers. * 187 years old. * 45,000 people are employed
CURRENT MARKET SITUATION
The chocolate market in precedent years has been witnessing tremendous growth in terms of value as well as volume. The governance of the market is maintained by large international giants through franchisee and expansion into new markets which is leading to the growth of the chocolates market in India. The Indian chocolate industry has registered a growth of 15% per annum from 2008 to 2012 and is projected to grow at an even higher rate in the future. The industry has a positive outlook due to rising per capita income and the gifting culture in the country.
According to this report, the per capita consumption of chocolates is increasing in the country which will continue to increase market
OF
CHOCOLATES
EXECUTIVE SUMMARY
Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. It stands for goodness. A moment of pure magic!
Cadbury Dairy Milk (CDM) entered the Indian market in 1948, and since then for consumers across India, the word Cadbury has become synonymous with chocolate. CDM remains at the top of the Indian chocolate market not only because of its most delicious, best tasting chocolate but also because of its memorable communication. * Cadbury India is a food product company with interests in Chocolate Confectionery, Milk Food Drinks, Snacks, and Candy. Cadbury is the market leader in Chocolate Confectionery business with a market share of over 70%. Some of the key brands of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, Eclairs, Celebrations, Temptations, and Gems. In Milk Food drinks segment, Cadbury's main product - Bournvita is the leading Malted Food Drink in the country. * Sell three kinds of confectionery: chocolate, gum and candy * Operates in over 60 countries. * 35,000 direct and indirect suppliers. * 187 years old. * 45,000 people are employed
CURRENT MARKET SITUATION
The chocolate market in precedent years has been witnessing tremendous growth in terms of value as well as volume. The governance of the market is maintained by large international giants through franchisee and expansion into new markets which is leading to the growth of the chocolates market in India. The Indian chocolate industry has registered a growth of 15% per annum from 2008 to 2012 and is projected to grow at an even higher rate in the future. The industry has a positive outlook due to rising per capita income and the gifting culture in the country.
According to this report, the per capita consumption of chocolates is increasing in the country which will continue to increase market