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Cadbury Dairy Milk Report

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Cadbury Dairy Milk Report
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   Cadbury India Cadbury Dairy Milk  Ashok Hegde, Arun Khedwal,Sanjeev Shrivastva & Rutuja Dighe 8/18/2013    ! # # $ %   Contents Sr. No. Index Page No. 1. Executive Summary 2 2. Global Market Summary & Consumption 3-4 3. Chocolate Market in India 5-6 4. Cadbury India 7-12 5. Financials Analysis 13-14 6. About Cadbury Dairy Milk Chocolate (CDM) 15-17 7. S.W.O.T Analysis 18-19 8. 5 C Analysis 19-20 9. Impulsive Chocolate Buying Behaviour and Pricing 20-24 10. Product life cycle of CDM 24-25 11. BCG Matrix 25-26 12. Cadbury & the Worm Controversy 27-29 13. Success Factors of Cadbury India Limited 29-31 14. Review of Past Promotional Programs 32-38 15. PEST analysis of the Chocolate Segment in India 39 16. Marketing plan Dairy Milk 40-41 15. Segmentation, Targeting, Positioning of Cadbury Diary Milk 42-43 16. Marketing Strategy 44-47 17 The Marketing Mix of Cadbury Dairy Milk Chocolate (CDM) 48-50 18 Conclusion & Recommendations 51 19 References 52    $ # # $ %   Executive Summary - The global chocolate market is estimated to be around $106 billion. (Retail Market Value). - 100 tons  –  of chocolate are consumed every second. - Currently, the Indian chocolate market is worth around Rs 5,562 crore. - India chocolate industry will be growing at the CAGR 23% by volume between the years 2013-2018 and reach at 3,41,609 Tons. Drivers   Challenges - Increase in disposable income - Rise in Cocoa prices - Attractive pricing - Lack of government initiative - Rising income levels - High entry barriers - Chocolate Gifting - Price-sensitive consumer - Opportunity to expand - High excise & Import duty   - Experts feel that premium chocolates are replacing traditional   Indian “mithai”  and thus they are no longer a category just for a category just for kids. - Moulded Chocolate Segment - Count line Segment - Choco-Panned Segment - Sugar-Panned Segment Cadbury India Ltd (67%) Ferrero Rocher (6%) Nestle (21%) Amul (3%) Others (3%)   %&'()& * +,-..)/0)1 2-&3)4 5&)/61 7)08)/41 +98:)4'4'9/    ; # # $ %   Global Market Summary Market Growth:- ã   The global chocolate market is estimated to be around $106 billion. ã  100 tons  –  of chocolate are consumed every second. Figure:2.0 Global Chocolate retail market Value (Source: Euromonitor) Figure:2.1 Global Chocolate Region wise Market (Source: Euromonitor)

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Jul 23, 2017
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