MARKETING MANAGEMENT

S.Y.BMS.

4 Ps of MARKETING
PRESENTED BY

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

MARKETING OBJECTIVES
GROW SHAREHOLDER VALUEOVER 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.

MARKETING MIX
o THE TOOLS AVAILABLE TO A BUSINESS TO GAIN THE REACTION IT IS SEEKING FROM ITS TARGET MARKET IN RELATION TO ITS MARKETING OBJECTIVES. IT IS THE GENERALLY ACCEPTED AS THE USE AND SPECIFICATION OF THE FOUR Ps DESCRIBING THE STRATEGIC POSITION OF A PRODUCT IN THE MARKETPLACE. PRODUCT PRICE PLACE PROMOTION

PRODUCT
PRODUCT VARIANTS
CURRENTLY CADBURY INDIA OPERATES IN FOUR CATEGORIES VIZ. CHOCOLATE CONFECTIONERY, MILK FOOD DRINKS, CANDY AND GUM CATEGORY.

PRICE
THE RS 5 PRICE POINT ACCOUNTS FOR MORE THAN HALF OF ALL CHOCOLATE SALES TODAY, CADBURY HAS FOUR PRODUCTS AT THIS PRICE POINT: CDM, PERK, 5 STAR AND GEMS AND THE FIVE-RUPEE CDM BAR IS ITS SINGLE LARGEST-SELLING SKU. THIS IS A POTENT PRICE POINT IN INDIA, BECAUSE THE AVERAGE PURCHASING POWER IS ABYSMALLY LOW, IS WHAT INDUSTRY ANALYST HAVE TO SAY

PLACE
PLANT LOCATIONS
IN INDIA, CADBURY BEGAN ITS OPERATIONS IN 1948 BY IMPORTING CHOCOLATES. AFTER 60 YEARS OF EXISTENCE, IT TODAY HAS FIVE COMPANY-OWNED MANUFACTURING FACILITIES AT THANE, INDURI (PUNE) AND MALANPUR (GWALIOR), BANGALORE AND BADDI (HIMACHAL PRADESH) AND 4 SALES OFFICES (NEW DELHI, MUMBAI, KOLKOTA AND CHENNAI). THE CORPORATE OFFICE IS IN MUMBAI.THESE FACTORIES CHURN OUT CLOSE TO 8,000 TONNES OF CHOCOLATE ANNUALLY

DISTRIBUTION
CHOCOLATE NEEDS TO BE DISTRIBUTED DIRECTLY, UNLIKE OTHER FMCG PRODUCTS LIKE SOAPS AND DETERGENTS, WHICH CAN BE SOLD THROUGH A WHOLESALE NETWORK. 90% OF CHOCOLATE PRODUCTS ARE SOLD DIRECTLY TO RETAILERS. CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES 2100 DISTRIBUTORS AND 450,000 RETAILERS TO AVOID CANNIBALIZATION OF ITS HIGHER PRICED PRODUCTS FROM LOWER PRICED ONES, CADBURY IS SETTING UP TWO SEPARATE DISTRIBUTION CHANNELS ONE FOR CORE BUSINESS & OTHER FOR MASS MARKETS

NATURE OF RETAIL OUTLET

CHOCOLATES ARE PRIMARILY SOLD THROUGH KIRANA STORES, GIFT STORES, MEDICAL STORES, CANTEENS, PAN-BIDI STORES, BAKERIES, SWEET SHOPS ETC. THIS IS TRUE FOR CHOCOLATES ALSO. THE SPACE ALLOCATED FOR THE CHOCOLATES WAS LESS WHEN COMPARED TO THE TOTAL AREA OF THE SHOP. OF THE SPACE ALLOCATED FOR CHOCOLATES, CADBURY BRANDS OCCUPIED MORE THAN NESTLE BRANDS.

PROMOTION
ADVERTISEMENTS THE ADVERTISEMENT AIMED AT CONVEYING THE IDEA THAT NO SPECIFIC OCCASION IS REQUIRED FOR CONSUMING CDM CELEBRITIES ENDORSEMENTS CADBURY ROPED IN PREITY ZINTA FOR ITS PERK BRAND. PREITY ZINTAS ANGELIC DIMPLES LAID THE FOUNDATION FOR WHAT WOULD BECOME THE INDIAN TEENAGERS FAVORITE SNACK. AFTER THIS CAMPAIGN, PERKS SALE SURGED THE BIG B FACTOR THE BIG FACTOR THAT HAS PUSHED UP CDM SALES IS THE AMITABH BACHCHAN CAMPAIGN. CADBURY APPOINTED AMITABH BACHCHAN AS ITS BRAND AMBASSADOR

CHOCOLATE ADS SHIFT FOCUS FROM KIDS TO YOUTH

INDIAN CHOCOLATE MARKET IS ALMOST TOTALLY DEPENDED ON PURCHASES OF KIDS. WHILE CADBURY IS TRYING TO SELL INDULGENCE TO ADULTS, KIT KAT IS SELLING 'RITUALISTIC' BREAK TO TEENAGERS/ YOUNG ADULTS. THIS IS REFLECTED IN THE CHANGING ADVERTISING PATTERNS ACROSS DIFFERENT CHANNELS.

CONCLUSION
WHEN PRICED AT EVEN RS 2500/KG WHILE THERE ARE PLACES IN INDIA WHERE PEOPLE HAVE NEVER EVEN TASTED CHOCOLATES ONCE.UNDERSTANDING THE CONSUMER DEMANDS AND MAINTAINING THE QUALITY WILL BE ESSENTIAL.COMPANIES WILL HAVE TO KEEP THEMSELVES ABREAST WITH THE DEVELOPMENTS IN OTHER PARTS OF THE WORLD.PRICING IS THE KEY FOR COMPANIES TO MAKE THEIR PRODUCT REACH CONSUMERS POCKETS. RIGHTPRICING WILL MAKE OR BREAK THE PRODUCT SUCCESS. ECONOMICAL DISTRIBUTION OF THE PRODUCTS WILLALSO BE EQUALLY IMPORTANT.THE COMPANIES STRATEGIES SHOULD FOCUS ON DRIVING SALES THROUGH A RIGHT PRODUCT MIX,EFFICIENT MATERIALS PROCUREMENT, REDUCED WASTAGES, INCREASED FACTORY EFFICIENCIES AND IMPROVED SUPPLY CHAIN MANAGEMENT.THERES AN IMMENSE SCOPE FOR GROWTH OF CHOCOLATE INDUSTRY IN INDIA - GEOGRAPHICALLY AS WELLAS IN THE PRODUCT OFFERING

BIBLIOGRAPHY
WWW.CADBURY.CO.UK WWW.CHOCOLATEREVIEW.CO.UK WWW . CADBURYS CHWEPPES.COM WWW.WIKIPEDIA.ORG WWW.CADBURY.COM WWW.OPPAPERS.COM

REFERENCES PHILIP KOTLER