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Chocolate industry in India

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About the document

Published date
documents in English
49 pages
6 times
Validated by
  1. Introduction
  2. Objective
  3. Research methodology
  4. Chocolate industry
  5. Chocolate in a bloom
  6. Chocolate industry in India
  7. Major players
  8. SWOT analysis of Cadbury
  9. Market segmentation
  10. Psychographics and demographics
  11. Product positioning
  12. Product market boundary
  13. Price sensitivity
  14. Consumer buying behavior
  15. Industry structure and dynamics
  16. The rural conundrum
  17. Key success factors
  18. Product life cycle
  19. Positioning
  20. Procter's 5 force model
  21. Rural market initiatives
  22. Conclusion
  23. Bibliography

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. [...]

[...] Chocolate consumption: Chocolate consumption in India is extremely low. Per capita consumption is around 160gms in the urban areas, compared to 8-10kg in the developed countries. In rural areas, it is even lower. Chocolates in India are consumed as indulgence and not as a snack food. A strong volume growth was witnessed in the early 90's when Cadbury repositioned chocolates from children to adult consumption. The biggest opportunity is likely to stem from increasing the consumer base. Competition: Cadbury continues to dominate the chocolate market with about 69% market share. [...]

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