Top Story

e4m_logo.png

Home >> Marketing >> Article

Cadbury re-defines its growth plans, to go beyond chocolates

14-October-2002
Font Size   16
Cadbury re-defines its growth plans, to go beyond chocolates

Cadbury India, which redefined its vision to ‘Life full of Cadbury. Cadbury full of life’ from ‘Cadbury in every pocket’, plans to explore opportunities beyond mere chocolates as new businesses for the future.

According to company source, Cadbury’s key drivers of profitable growth would be the set of power brands, the Indian distribution and availability which gives the company scope for growth. Thirdly offering genuine new products like Chokki and Temptations, to grow the market, to moving into new consumer need area and last but not the least, new business is the fourth driver to growth.

Cadbury India which started off with the vision statement — ‘Cadbury in every pocket’. The redefinition of the vision to ‘Life full of Cadbury. Cadbury full of life’ is an aim to “fill people’s lives with Cadbury”. It included much more than mere chocolate. An example of that is Cadbury’s strong presence in McDonald’s.

The recently launched Chokki at Rs 2, has turned out to be Cadbury’s most successful product introductions ever, having already garnered five per cent of the chocolate market. According to company source, price played a key role. The country has significant barriers in consumption, so it offered affordable indulgence at the price of Rs 2. The company launched Temptations at the top-end of the market. It has also introduced CDM Chunky — for a mouthful experience.

The Rs 500-crore chocolate confectionery market is growing at 8-9 per cent as per ORG-MARG. Cadbury leads with a value share of about 73 per cent and a volume share between 65-70 per cent.

Cadbury India is in the delisting mode, having crossed 93 per cent shareholding through an open offer. The company has submitted an application to delist from the exchanges, and is expected to get delisted in the next 3-6 months.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

For their latest campaign ‘Peeoge toh Janoge’ (English translation: you’ll buy it if you taste it), Wagh Bakri and DDB Mudra gave Sakshi a new, rustic avatar.

Dabbawalas send some extra love along with dabbas to working professional across Mumbai

The Diamond Producers Association brings to life another rare moment as part of the ‘Real is Rare. Real is a Diamond' Campaign