Chocolates began during the times of the Mayas and the Aztecs when they beat cocoa into a pulp and made bitter frothy chocolate out of it. They first became popular in Europe in a highly unrefined form. Then the Hershey Food Company was the first to bring out chocolates in the currently popular solid form. The main ingredients of chocolate is cocoa grown mainly on equatorial zones and of the consumers looks for variety he goes in for some of that company's own sugar milk solids and permitted emulsifiers. Cocoa constitutes nearly 40% of the total raw material cost. The following report studies the chocolate industry in India and in particular the position of the chocolate brand - Cadbury. The brand name chosen is the umbrella brand as it was felt that the corporate name is recognized as a brand and not so much as an individual products. The study focuses on the marketing and the advertising, employed by Cadbury in the context of the Indian macro environment and industry structure. The advertising strategy is studied with respect to Cadbury's business and marketing objectives. The strategies adopted are then analyzed for each product offering. Considering the strategies of Cadbury's major competitor follows the analysis, nestle India ltd. to get an understanding as to where Cadbury's stands. The report initially focuses on an examination of the industry environment and the product class. The product then goes on to analyze the corporate, marketing and advertising strategies adopted by the selected company and its main competitor. It concludes by looking at the future challenges for the industry and the company.
Tags: Chocolate industry in India,Chocolate industry analysis, Indian chocolate industry, Future of chocolate industry in india, Presentation on chocolate industry
[...] However the hit the market at the month of January only AMUL: THE FLIGHT WHICH FAILED TO TAKE OFF Gujarat cooperative milk marketing federation limited (Amul) Amul is the third player in the chocolate market in India. The brand doesn't have any international lineage and is miniscule in terms of market share in chocolates and compared to the two other players Cadbury's and nestle. Amul had an extremely focused positioning of a gift for someone you love albeit not target to a single group however Amul failed to capitalize on it seemingly due to the following reasons. [...]
[...] But its challenge remains that of growing the chocolate market in spite of the odds. Posting a turnover of Rs crore last year, Cadbury is waiting for Diwali to make a turnaround for both itself and the category which has been through troubled times. Getting growth should not be an issue, according to analysts tracking the company. As Nikhil Vora, Senior Vice-President (Research), SSKI Securities, observes, "Considering the company was getting growth before the infestation episode occurred, it should not be a tall order to get back to those levels. [...]
[...] While Unilever and Tata Coffee are significant threats in the coffee market, the market leader Cadbury India has been a potent threat in the chocolate confectionery market. Nestlé's Kitkat has actually ceded market share to Cadbury's Perk in the past year. The market for specialized food products such as soups and noodles holds healthy growth potential. But the market is relatively small and players such as International Bestfoods, Unilever and Dabur are vying with a host of imported brands and regional players for a share of the pie. [...]
[...] Lack of launching products in rural India Opportunity The Indian market and more specifically the urban areas where the penetration of Chocolates is low, can be developed as a future market through affordability and availability Threat Stiff competition in confectionary segment The company has large exposure to foreign currency exchange rate risk mainly on account of imported cocoa beans and cocoa butter in US Dollar and Pound Sterling MARKET SEGMENTATION This can be done in two ways, product forms and customer based With respect to product forms There are four major segments in the chocolate industry Molded chocolate segment This segment constitutes of the total market Cadbury diary milk Cadbury s flagship brand has of this segment market .To position CDM in this segment Cadbury used the traditional demographic variables of age, socio economic groups and usage intensity. [...]
[...] THE CHOCOLATE INDUSTRY IN INDIA The chocolate industry in India has a size of 20000 tones and is worth about Rs crores. The chocolate market has been growing by nearly However there has been some slowdown in the last two years. The chocolate market is predominantly urban with coverage of The sales volume has decreased by in the last year and the chocolate market had declined with the average consumption coming down by 25% from 16000 tones to the current level of 125000 tones Chocolate consumption in India is extremely low. [...]
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