...COMPETING CONFECTIONERY (FMCG) BRANDS 3 Votes Chocolate consumption is gaining popularity in India due to increasing income and lifestyle. Chocolate market in India is valued at Rs 2,000 crore and is growing at the rate of 18 – 20 per cent per annum. The Indian chocolate market is seen growing at a compounded annual growth rate of 15-20%. Over 70% of chocolate consumption takes place in the urban areas. Chocolate consumption in the rural areas is negligible in India. Chocolate market is a highly concentrated market, with Cadbury having 70per cent and Nestle around 20 per cent. These two companies have been instrumental in building up the chocolate market in India with huge investments in product development, advertising and brand building. Modern trade constitutes about 10% of the overall chocolate category, or roughly Rs 320 crore, according to Nielsen. Of this, brand Cadbury Dairy Milk has a share of 35%, while Bournville and Silk together account for 18%. Cadbury’s India Ltd, has been in India since 1948. In all the segments i.e.moulded chocolates, count chocolates and panned chocolates, it is undoubtedly the market leader. The world’s largest marketer of chocolates (became world number one when it acquired Rowntree Macintosh of the UK) – Nestle, made its foray in the Indian chocolate Industry in November 1990. In the eighties, Cadbury’s decided to focus its efforts on making chocolates a distinct category with an identity of its own. And the marketer...
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...Dark chocolate keeps getting better and better, and I’m not just talking about its taste. It is well known dark chocolate has beneficial effects on cardiovascular health. What you may not know is that a recent study has found chocolate may prevent the development of atrial fibrillation (AF). Mostofsky et. al published a prospective cohort study that found an association between moderate chocolate intake and a lowered risk of AF.1 This isn’t just great news for chocolate lovers, but also for individuals who want to maintain their cardiovascular health. Especially since AF is the most common irregular heart rhythm, affecting over 350,000 Canadians.2 AF is characterized by an irregular heart rhythm, also known as an arrhythmia, which originates in the atria of the heart.2 In a normal heart rhythm, an electrical impulse is generated in the sinoatrial node which travels to the atrioventricular node and then to the ventricles.2 This electrical impulse allows the atria and ventricles to contract to pump blood through the heart.2 In AF the electrical signals are highly disorganized and rapid, resulting in ineffective atrial contraction and an irregular ventricular rhythm.2 Clots may form in the atria, because of the...
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...high quality handmade chocolates in the Australian chocolate making industry. SI would come under the umbrella of the specialised chocolate makers who compete differently to the Large Chocolate manufacturers. The large chocolate manufacturers generally have large manufacturing facilities, manufacture in bulk and gain economies of scale. They compete primarily on reasonable quality product for a lower than average price to a large scale consumer market. Whereas the specialised chocolate makers compete primarily on quality products to a consumer who does not have price as the main criteria for choice. These fine chocolate makers cater to a niche market. The industry Chocolate making industry is 55% of the Australian Confectionary Industry of approximately $3.6 billion at around $2 billion. By industry standards SI’s market share at 2,3% or $44 million is relatively small. Value Chain SI: Purchase Cocoa beans-(Roasting, Chocolate making)-Product Development-Marketing (collaborations with other gourmet food mfgs)- Retailing(company owned outlets). Industry Segments In general industry segments are based on the characteristics of the product or service. Those products or services can be linked to customer/market segments. Industry segments in the chocolate making industry are Bars, Blocks, Boxed, Seasonal. If one looks at the timing when a majority 80% of boxed chocolates are sold one can see that it is during the same time that the seasonal chocolates are produced and sold...
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...increase awareness among chocolate lovers b. to build loyal customer base 3. definition and insights of target audiences a. STP b. Insights 4. concept for the launching of chocolate facts a. life is chocolately bitter sweet i. life is like a chocolate that has bitter and sweet taste 1. bitter time in life ( chocolate to comfort 2. sweet time in life ( chocolate to celebrate 5. marketing communication massage & channels (viral/online and consumer activations) a. IMC i. Advertising ii. Public Relations iii. Sales promotions iv. Activations v. Viral vi. Website 6. Detailed budget for the entire program 7. success measurement methods a. lead back to objectives SITUATION ANALYSIS [Market Analysis] The level of chocolate consumption in Thailand is considered as relatively low when compared to other foreign countries, especially those in Europe region. Although the chocolate consumption rate in Thailand has gradually increased from 0.144 kilogram per year per person in 1997 to 0.26 kilogram per year per person in 2007, countries in the Europe region have the chocolate consumption rate as high as 11 kilogram per year per person. While country in Asia like Japan has the consumption rate of 2.2 kilogram per year per person. Therefore, the chocolate market in Thailand still...
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...THE UNIVERSITY OF BURDWAN DIRECTORATE OF DISTANCE EDUCATION Term Paper CONSUMER BEHAVIOUR Paper : Consumer Behaviour (MMD-404) on RITABRATA BANERJEE Enrolment No.: DDE/MBA/Jan2010/18 Session: 2010-2012 :: SUPERVISOR :: PROF. DEVMALYA DUTTA THE UNIVERSITY OF BURDWAN CONTENTS 1. Declaration 2. Acknowledgement 3. Introduction 4. Consumption of Chocolate in India 5. Nestle 6. Cadbury DECLARATION RITABRATA BAHERJEE (Signature) ACKNOWLEDGEMENT QUESTION Wafer chocolate has never been a success in India until Kitkat was launched. Cadbury has launched “Crisp” in 70’s and the brand was in reposition in 80’s. “Kitkat” was launched at Rs. 3/- per 8.5 gm the smaller version with a ‘have a break’ campaign. The campaign introduced the brand as a friendly, casual and humorous product. The brand also had a finger format which meant that chocolate could either be shared or stored. “Perks” from Cadbury was launched around same time at Rs.7/- for 35gm bar. The product format was similar to that of “5Stars” bar. The brand came out with the ‘Stomach worship’ campaign. While “Kitkat” was targeted at adult Perks seem to be targeted young people as made out from commercial. Perks formulation is slightly different from that of Kitkat. It had few ingredient other than wafers and also position as a snack food. Recently Cadbury has reposition a number of it’s brands like “Dairy Milk”, “5Stars”, “Gems” and festival offer; as it evident from various print and electronics...
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...Current Event & Critical Review Assignment Students are required to complete a current event and critical review once per month. Due dates for the entire year are listed in the table below. First period will present on both days while Fifth period will present on the green day. October 17 & 18, 2013 | February 6 & 7, 2014 | November 21 & 22, 2013 | March 13 & 14, 2014 | December 19 & 20, 2013 | April 16 & 17, 2014 | January 9 & 10, 2014 | May 15 & 16, 2014 | Instructions for the assignment are as follows. The grading rubric is attached. 1. Find and read a current event (at least 500 words; biology related) from a periodical. Print or copy it. (See resource section on Moodle for ideas.) 2. Write a 1 paragraph summary of the article (5+ sentences). 3. Using JSTOR, locate and read a scientific study on the same general topic as your current event. If you cannot find a study, change your current event. Print the study. 4. Write a 1 paragraph summary of the study (5+ sentences). 5. Identify all the relevant variables in the study. (IV, DV, and controlled) 6. Assess the strength of the procedure in the study. (Excellent, good, fair, or poor) Was this experiment well designed? Does the type of data collected match the question? (For example, if the question is about height of plants, but data collected is how many plants sprouted, then these do not match and the procedure is poorly designed.) (5+ sentences) ...
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... Executive Summary People are identified by their name, the way they look, their voice and personality. In the same way a product is presented so that a consumer will always be able to recognize it as distinct from any other similar product. Critical to the success of any product is the creation of the right identity. Identity means that a product is easily recognizable and differentiates from the offerings of competitors. Our store takes the concept of a traditional chocolate shop and adds the element of creativity and health. Our customers will have the opportunity to come into our store and concoct their own chocolate tailored to a customer’s desire that is health conscious. Cadbury Diet will be reinventing itself by producing a low-calorie dark chocolate which will be tagged as a healthy snack in contrary to the recent issues that the confectionery industry has faced. Cadbury chocolate bar has been tagged as the “People’s Chocolate Bar” manufactured by the Cadbury Company and founded by John Cadbury in 1824.Cadbury is a British confectionery company owned by Kraft Foods and is the industry's second-largest globally after Mars, Incorporated. With its headquarters in Uxbridge, London, England, the company operates in more...
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...growww.businessmonitor.com Q4 2010 AUStrALiA food & drink report INCLUDES 5-YEAR FORECASTS TO 2014 iSSn 1749-2580 published by Business Monitor international Ltd. AUSTRALIA FOOD & DRINK REPORT Q4 2010 INCLUDING 5-YEAR INDUSTRY FORECASTS BY BMI Part of BMI’s Industry Report & Forecasts Series Published by: Business Monitor International Copy deadline: July 2010 Business Monitor International Mermaid House, 2 Puddle Dock, London, EC4V 3DS, UK Tel: +44 (0) 20 7248 0468 Fax: +44 (0) 20 7248 0467 Email: subs@businessmonitor.com Web: http://www.businessmonitor.com © 2010 Business Monitor International. All rights reserved. All information contained in this publication is copyrighted in the name of Business Monitor International, and as such no part of this publication may be reproduced, repackaged, redistributed, resold in whole or in any part, or used in any form or by any means graphic, electronic or mechanical, including photocopying, recording, taping, or by information storage or retrieval, or by any other means, without the express written consent of the publisher. DISCLAIMER All information contained in this publication has been researched and compiled from sources believed to be accurate and reliable at the time of publishing. However, in view of the natural scope for human and/or mechanical error, either at source or during production, Business Monitor International accepts no liability whatsoever for any loss or damage resulting from errors...
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...the premium chocolate industry? Which of the five competitive forces is strongest? Which is weakest? What competitive forces seem to have the greatest effect on industry attractiveness and the potential profitability of new entrants? In the industry there is great pressure on the overall performance because there is increasing competition from rivals and threats of new competitors, we can say that the premium chocolate industry is having an intense competition with strong growth potential. Roger Chocolates has been known to have high brand recognition and quality in their products, thereby gaining customer loyalty and sales success. The rivalry between competitors and the threat of new entrants consider stronger force, since the chocolate market is growing annually. The intensity of rivalry among competitors in an industry can create price wars, advertising battles, new product lines, and higher quality of customer service Premium Chocolate competition in Canada involves strong regional brands and few global players such as Godiva, Lindt, Callebaut, and Purdy’s. The force weaker than Rogers has the bargaining power of buyers and suppliers, but also think that the threat of substitute products given a weak point. The first as customers who prefer this brand of chocolates, they differ by a time luxury look and unique experience, Rogers still has managed to bring out the distinction in the niche market with a good strategy and good differentiation. Rogers’s chocolate 50% of sales...
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...to bring Swiss chocolates to the Atlanta, Georgia market similar to the one currently in three California markets. This week’s team paper will introduce the product to the international market in the United Kingdom (UK) that include channel and pricing strategies and justify the selection of the market selected. Why the United Kingdom? The entire worth of the chocolate marketplace in Great Britain and the United Kingdom (UK) is presumed to be more than five billion dollars in 2010, as stated by a 2011 article in Marketing Week magazine titled “Appetite for Indulgence Will Sweeten Bitter Pill” (www.marketing.co.uk). Following that, data on the UK chocolate marketplace gets complex, specifically with owners and manufacturers. For instance, the UK natural chocolate marketplace is believed to be the biggest in Europe. Green and Black’s organic chocolate company maintains that they are the Britain’s top organic maker of chocolate. It was created in 1991 and acquired by Cadbury in 2005. Cadbury has been making chocolate since 1824, and was acquired by Kraft foods in the early part of 2010. Nestle, based in Switzerland, and Mars, a private United States company, also lead Great Britain’s massive chocolate marketplace. Other chocolate manufacturers’ products are also accessible in Britain, including Hershey, a US brand, and Nutella brand hazelnut-flavored spread. There is good news regarding concerns for the quality of chocolate. There is a wide...
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...international cocoa/chocolate market over the last 20 years. Hriskesh Ashokan 42522490 The aim of this essay is to apply the economic concepts I have learnt, to depict changes that have taken place in the international cocoa/chocolate market over the last 20 years. Given the criteria that we are only allowed up to five articles to cite references, most of my figures will be limited to those portrayed in my sourced articles. In recent years, the market for chocolate has been rather stagnant (Britain:Stuffed; Chocolate, 2003)Let’s take demand into consideration, for being a force that has driven the change in the cocoa/chocolate market. There are several factors that affect demand, but in this case, notable ones that are related to the chocolate market would have to be specific preferences of consumers, as well as the number of consumers. With Britain being one of the world’s largest consumers of chocolate, let’s relate to the sales figures they have had. The decline in sales numbers can be attributed to consumer behaviour. It could be the fact that consumers have been made more aware that chocolate is not forgiving when it comes to health. ‘Perhaps browbeaten by the obesity scaremongers, perhaps disgusted by their inability to see their toes’ (Britain:Stuffed; Chocolate, 2003). This undesired change in their preference for chocolate is reflected with a decrease in demand. This is shown in figure 1, with the shift from D1 to D2. In the article (Britain:Stuffed; Chocolate, 2003), it is...
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...as the company managed only to hit the lower end of its 4%-6% revenue for 2009, the peak of the recession. And while Dairy Milk chocolate and Trident Gum sold well, other brands like Halls also saw a rise in their annual sales. SOCIAL In one respect, Cadbury was born as a result of social factors. Being run by a Quaker family, their opposition to alcohol served as the basis of running a business that sold tea, coffee, cocoa, and liquid chocolate. But while chocolate and other products sold by the company are socially acceptable worldwide, Cadbury has been on the receiving end of controversies, the recent one involving Cadbury products being ‘Halal Certified’ to cater to Muslim markets around the world. In addition, there are also concerns in the western world owing to rising cases of obesity, especially among children. Many nutritionists recommend people to reduce their consumption of chocolate and candy, which is likely to affect Cadbury sales in the future. TECHNOLOGY Finally, technology has changed Cadbury’s production and packing process over the years, starting with the introduction of new brew machines to blend coffee and cocoa gains. Recent moves in this regard include the use of pathogen testing systems and filing patents for heat-resistant chocolate. CONCLUSION In this PEST analysis of Cadbury, we saw how this leading chocolate company has dealt with external factors in the UK and in many other countries as well. Of course, the format of the presentation...
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...The Hershey Company Hershey’s customer base consists of wholesale distributors, chain grocery stores, mass merchandisers, chain drug stores, vending companies, wholesale clubs, convenience stores, dollar stores, concessionaires, department stores and natural food stores. The company has made significant changes over the past decade to strengthen its relationships with these customers. Primarily, the company has worked on improving its customer relationship management (CRM) which “enables companies to provide excellent real-time customer service through the effective use of individual account information.” (Kotler & Keller, 2009). In 1999 Hershey put in place a $112 million enterprise resource planning (ERP) and CRM system. The new technology was meant to bring the company’s business practices up to date and provide across-the-board automation that would span the process from order-taking to truck-loading. Unfortunately, due to initial problems in getting customer orders into the new system and transmitting the correct details of those orders to warehouse for shipping, Hershey got behind on their delivery and consequently lost over $100 million (Turk & Bligh, 2004). In an effort to repair damaged customer relationships stemming from the serious failures the year before, in 2000 Hershey implemented a new strategy that focused on fulfillment speed and agility. The company understood better than ever its key U.S. customers’ needs: efficient, customer-driven processes...
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...2015 Arjun K (PGP15069) Arun Shashi (PGP1570) Aditya Narvekar (PGP15093) Saravana Raja Kumar T (PGP15107) Sumit Chaurasia (PGP15115) Arjun K (PGP15069) Arun Shashi (PGP1570) Aditya Narvekar (PGP15093) Saravana Raja Kumar T (PGP15107) Sumit Chaurasia (PGP15115) Contents Introduction: 1 About Cocoa and the Cocoa Products industry: 1 Cocoa Prices Jump 30 Percent in 18 Months 1 Forecast of Chocolates: 2 Demand for Cocoa in the world: 2 Pricing in chocolates 5 Demand and Supply function 6 SUPPLY 10 Introduction: When I was a kid, I enjoyed the dairy milk chocolate for 5 rs. It was perfect and heart-warming. Now after 15 years dairy milk offers a product which is almost half in quantity of the product back then. This generated a curiosity in us and we started to find answers based on the microeconomic perspective. We zeroed on this and found that the most crucial factor in the production of chocolate is cocoa. In this report we have analysed the demand and supply of cocoa and how it affects the price of chocolate. Our research findings and data are collected from various national and international reports. About Cocoa and the Cocoa Products industry: Cocoa is a critical cash crop that is produced in a few specific regions of the world. Specific climatic conditions are necessary for the crop to grow. Travelling along a global supply chain, cocoa beans go through a complex production process that consists of the farmers, buyers, shipping...
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...Wednesday, December 26, 2007 Chocolate Market in India Facts & Figures 1. Chocolate market is estimated to be around 1500 crores (ACNielson) growing at 18-20% per annum 2. Cadbury is the market leader with 72% market share 3. The per capita consumption of chocolate in India is 300 gram compared with 1.9 kilograms in developed markets such as the United Kingdom 4. Over 70 per cent of the consumption takes place in the urban markets 5. Margins in the chocolate industry range between 10 and 20 per cent, depending on the price point at which the product is placed 6. Chocolate sales have risen by 15% in 2007 to reach 36000 tonnes according to one estimate. Another estimate puts the figure at 25000 tonnes 7. The chocolate wafer market (Ulta Perk etc) is around 35 % of the total chocolate market and has been growing at around 13% annually 8. As per Euromonitor study, Indian candy market is currently valued at around USD 664 million, with about 70%, or USD 461 million, in sugar confectionery and the remaining 30%, or USD 203 million, in chocolate confectionery 9. Entire Celebrations range marketshare is 6.5% 10. The global chocolate market is worth $75 billion annually Companies 1. The chocolate market in India has only three big players, Cadbury, Nestle and Amul 2. New brands such as Sweet World, Candico and Chocolatiers are present in several malls 3. The largest target segment for Cadbury is youth 4. Delhi-based Chocolatiers, started with a small shop in south Delhi’s...
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