PRODUCT

Cadbury dairy milk is made from real chocolate. Its ingredients include
cocoa, butter and there is a glass and half full cream dairy milk in every
200 grams in every dairy milk chocolate. Cadbury buys 65 million liter of
fresh milk each year to make Cadbury dairy milk chocolate. Cadburys
offer such product. The wide variety products offered by the company
include:

5 Star

5 Star Chomp

5 Star Crunchy

5 Star Fruit & Nut

Bournville Almond

Bournville Hazelnut

Bournville Raisin & Nut

Bournville Rich Cocoa

Dairy Milk

Dairy Milk Crackle

Dairy Milk Fruit & Nut

Dairy Milk Roast Almond

Dairy Milk Silk (Milk Chocolate)

Dairy Milk Silk Fruit & Nut

Dairy Milk Silk Orange Peel

Dairy Milk Silk Roast Almond

Dairy Milk Silk Caramello

Dairy Milk Shots

Dairy Milk Shots with Friends

Perk

Perk with Glucose Energy

Temptation

PRICING

Second P of marketing is not another name for blindly lowering prices

and relying on this strategy alone to increase sales dramatically. The
strategy used by Cadburys is for matching the value that customer pays
to buy the product with the expectation they have about what the
production is worth to them. Cadburys has launched various products
which cater to all customer segments. So every customer segment has
different price expectation from the product. Therefore maximizing the
returns involves identifying right price level for each segment, and then
progressively moving through them.

PLACE
Marketers and finance manager need a new term to evaluate their
business: Distribution Equity. It takes much more time and effort to build,
but once built, distribution equity is much tougher to erode. The
fundamental axiom of Indian consumer market is this: You can set up a
state-of the-art manufacturing facility, hire the hottest strategies on the
block, swamp prime television with best Ads, but the end of it all, you
would be know of selling your products. The cardinal task before the
Indian market is managing is to shoe-horn its product on retail shelves.
Buyers are paying for distribution equity not brand equity and market
shares. Why does the company need distribution equity more anything
in India? With technology and competitive pressure slash in it is
becoming increasing difficult for marketers to retain a unique product
differentiation for ling period. In a product and price parity situation, the
brand that sells more is the one that reaches the highest number of
customers. India 1 billion people, 155 million household has over 4
million retail outlets in 5351 urban markets and 552725 villages, spread
cross 3.28 million sq. km. television has already primed and population
for consumption, and the marketer who can get to the to the consumer
ahead of competition will give a hard to overtake lead. But getting
their means managing wildly different terrains-climate, language, value
system, life style, transport and communication network. And your brand
equity isnt going to help when it comes to tackling these issues. Own
distribution network consist of clearing and forwarding (C&F) agents &
distribution stockiest. This network of distribution can either contact
wholesalers and which in turn retailers or the distributors can contact to
the retailers directly. Once the stock product reaches retailers, the
prospective customers can have access to the product. Cadburys
distributes the product in the manner stated above. Cadburys
distribution network has expanded from 1990 distributors last year to
2100 distributors and 4,50,000 retailers. Beside use of TI tom improves
logistics, Cadbury is also attempting to improve the distribution quality.
To address the issue of product stability, it has installed visi colors at
several outlets. This helps in maintaining consumption in summer when
sales usually drops due to the fact that the heal effects product quality
and thereby off takes. Looking at the low penetration of the chocolate, a
distribution expansion would itself being incremental volume. The other
reason is arch rival Nestle reaches more than a million retailers. This
increase in distribution is going to be accompanied by reduction in

channel costs. Cadburys marketing costs, at 18% of total costs, is much

higher than Nestls 12% or even pure sugar confectionery major Parrys
11%. The company is looking to reduce this parity level. At Cadbury, they
believe that selling confectionery is it like selling soft drinks.

PROMOTION
The purpose of promotion is to communicate directly with potential and
actual consumers. In order to encourage them to purchase dairy milk
chocolate the Cadbury used different promotional tactics.
Strategy;
Cadbury dairy milk is used press and electronic media to motivate the
potential and inspires the actual customers to purchase the product of
Cadbury.
Promotion is an important element of marketing mix because if it is not
well planned then company is unable to increase it sales.
The company gives discounts on different occasions.
To inspire the Childs to purchase the Cadbury chocolate the company
made such type of ads. To encourage the youth class the company hires
the superstars for advertisement of the products which inspires the all
type of consumers who want to eat sweet.
Thereafter it was the job of the advertising to communicate customer
the wonderful feeling that he could experience by rediscovering the
careful, oneself conscious, pleasure seeking child within himself a
graft these feeling onto the Ad campaign like Khane Walon Ko Khane
Ka Bahana Chahiye for CMD and Thodi Si Pet Pooja Kabhi Bhi
Kahin Bhi for Perk have been sure shot winner with the audience. Whirl
with the new launched temptations with the slogan Too to Share the
communication resolves around the reluctance of a person whos got
their hand on a bar of temptation to let anyone else to have a bite. As
well as outdoor and radio ads, ad agency contract has created
communication for cinemas and even ATM machines for the brand.

Milk treat has also been launched in a module bar form, just in time of
Diwali gifting market. clairs has got potential for much wide distribution,
in a small sweets that airlines, hostels, and up market retail outlet offer to
guest and customers. Ad spend in 2010 was about 14% of sales and the
management said that plans to maintain as spend at this level in the
current year also. Ad since any discussion today would be incomplete
without mention e word, the management plans to tap this new channel
of marketing. Beside three company website (i.e. www.cadburyindia
.com, wwww.bourvita.com, www.cadburygift.com that the company has
launched, it had also entered into various marketing relationship with
other portals, specially targeted during festivals and events such as
Valentines day , etc. Its a combination of spiffing up its key brand,
researching and improving the newer products that havent taken off,
supported with high ad spends that Cadbury will see it emerges
stronger after the current slowdown, as well as expand the market.