introduction

• 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
Company’s
Profile
 CADBURY IN
INDIA

1948

Operation began in India

1965

Pioneered the development of cocoa cultivation in

India
 Popular Brands in INDIA
C
h
o
c
o
l
a
t
e
s

Beverages
S
n G
a U
c M
k S
s CanDy’s
• CHOCOLATE BAR MADE BY CADBURY.
• BORN IN YEAR 1905. BOURNVILLE, U.K
• CAME TO INDIA AT 1948
• 65%-70% VALUE SHARE OF THE INDIAN
CHOCOLATE MARKET.
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) PRICE
10.5 5
22 10
40 20
42 CRACKLE 25
95 50
80 FRUIT & NUT 55
165 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
 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 STYLES

1930s
1905

1970s
1960s

Present
segmentation
TARGET
MARKET
Positioning
COMPETITORS
ANALYSIS
Which dairy milk
people usually
prefer
Dairy milk

18
Plain

40 Crunches

Fruit

Fruit and Nut

36 Nuts
4
2
Why people buy
dairy milk
chocolate
Dairymilk

4 8
4

8
Energy
Enjoyment
Gift
Sharing
Snacking
58
Which are the other
brands comes into
buyers mind when he
purchase dairy milk
Brands

28
5 Star
38 Bar one
Kit Kat
Milky Bar
10 Munch
2 Any Other
10
12
Is standard price
of dairy milk is
fair
Price

12

Yes
No

88
Awareness about
the brand
ambassador
Brand Ambassdor

32

Yes
No
68
 Which factor
motivates to buy
chocolate
Dairymilk

5 7

Family
Friends
41
Tv Advertisement
47 Print Media
 How people rate CDm
on different
attributes
80

70

60

50

Highly Satisfied
40
Satisfied
30 Not Satisfied
20

10

0
Price Taste Packaging Availability Brand Ambassdor
Findings
Recordation