Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd Logo
Upload

Welcome to Scribd!

  • 278 views

    Cadbury

    Uploaded by

    Vaibhav Wadhwa
    This document provides a brand study analysis of Cadbury conducted by Group 10. It includes an overview of Cadbury as a global brand, its major competitors, a SWOT analysis, segmentation, targeting, positioning, findings from consumer and retailer surveys, Ansoff's matrix, BCG matrix, and recommendations. The key findings are that Cadbury has a strong brand awareness and loyalty in India, with Dairy Milk being the most popular product, and that there is opportunity to expand into new products like sugar-free options and markets like rural India.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd

    Cadbury

    Uploaded by

    Vaibhav Wadhwa
    278 views14 pages
    This document provides a brand study analysis of Cadbury conducted by Group 10. It includes an overview of Cadbury as a global brand, its major competitors, a SWOT analysis, segmentation, targeting, positioning, findings from consumer and retailer surveys, Ansoff's matrix, BCG matrix, and recommendations. The key findings are that Cadbury has a strong brand awareness and loyalty in India, with Dairy Milk being the most popular product, and that there is opportunity to expand into new products like sugar-free options and markets like rural India.

    Original Description:

    cadbury india analysis

    Original Title

    cadbury

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document provides a brand study analysis of Cadbury conducted by Group 10. It includes an overview of Cadbury as a global brand, its major competitors, a SWOT analysis, segmentation, targeting, positioning, findings from consumer and retailer surveys, Ansoff's matrix, BCG matrix, and recommendations. The key findings are that Cadbury has a strong brand awareness and loyalty in India, with Dairy Milk being the most popular product, and that there is opportunity to expand into new products like sugar-free options and markets like rural India.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    278 views14 pages

    Cadbury

    Uploaded by

    Vaibhav Wadhwa
    This document provides a brand study analysis of Cadbury conducted by Group 10. It includes an overview of Cadbury as a global brand, its major competitors, a SWOT analysis, segmentation, targeting, positioning, findings from consumer and retailer surveys, Ansoff's matrix, BCG matrix, and recommendations. The key findings are that Cadbury has a strong brand awareness and loyalty in India, with Dairy Milk being the most popular product, and that there is opportunity to expand into new products like sugar-free options and markets like rural India.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    You are on page 1of 14

    Group 10 Welcomes you to

    BRAND STUDY ON CADBURY


    Submitted By : Vaibhav Vadhwa(55) Vemuri Sai Sowmya(56) Pooja Mani(57) Saher Mukaddam(58) Sanika Natu(59) Bhaskar Mishra(60)

    CADBURY
    Global brand operating in more than 50 countries. Headquarters in Uxbridge, London, England. 12% growth rate over last 5 years consecutively. Chocolate industry's second-largest company after Mars-Wrigley Global market share - 11% Indian market share- 70%

    MAJOR COMPETITORS

    Other competitors

    S.W.O.T Analysis
    Strengths
    Top of the mind brand. Excellent advertising reach. Very strong distribution network. Loyalty of customers. Driven by values.

    Weaknesses
    Supply chain issues in rural market and remote areas. Retailers have lesser margins as compared to other brands.

    Opportunities
    Non users can be converted into users. Globally the company can expand its operations Huge untapped sugar-free category. Untapped rural market

    Threats
    Entry of foreign brands. Rising obesity and consumers obsession with calorie counting.

    STP
    Segmentation
    Geographic-country - rural and urban. Demographic- income, age. Gift segment.

    Targeting
    Now its not just kids but every member of family is the target consumers of Cadbury.

    Positioning
    Strong positioning with best ad campaigns like kuch meetha hojaye , shubh aarambh, Celebrations campaign.

    Findings from Consumer survey


    Out of 105 respondents 104 consumed chocolates. Cadbury was the most preferred brand amongst the respondents. Most of the consumers consumed chocolates twice weekly. Television advertisements were the most common source of brand awareness followed by word of mouth. Most popular campaign was found to be Kuch Meetha Ho Jaaye.

    More than 50% of respondents consumed Dairy Milk over the other products of Cadbury. Advertising was found to be an influential factor in purchase decision. Cadbury products were found to be reasonably priced and majority did not have any complaints. Sweets were found to be the next best substitute, although consumers are not willing to substitute chocolates for anything. Consumers would miss Cadbury brand if it ceased to exist.

    Findings from Retailer Survey


    Among the retailers surveyed, all stock Cadbury products. 94% of the retailers surveyed said Cadbury products sell the most.

    68% said Cadburys Dairy Milk sells the most followed by 5 Star and Gems.
    88% retailers said that customers dont come back with any complaints. Cadbury also takes back unsold, spoilt and improper packaged products. Main problem is less margin for retailers.

    Ansoff Matrix
    Existing product New Product

    Existing market

    PENETRATION
    Overall high penetration exists all across India with a variety of products.

    NEW PRODUCT DEVELOPMENT Sugar free chocolates can be introduced in the existing market. Target Premium chocolate category.
    DIVERSIFICATION:
    New Product: Sugar Free Chocolates New Market: Health conscious, urban consumers can be targeted.

    New market

    MARKET DEVELOPMENT Rural Markets and Global expansion.

    BCG Matrix & Customer Brand Equity Model


    High market share High growth potential Low growth potential Low market share

    Stars
    Silk, Bournville

    Question mark
    Temptations

    Cash cows
    Dairy Milk, Gems, 5 Star

    Dogs
    Bytes

    Recommendations
    Higher margins Sugar free chocolates White chocolate Continuous brand reinforcement through IMC

    Mondoleez

    THANK YOU!!!!!

    You might also like