10. DOWN MARKET STRETCHING
Launched in 2008
Targeted non-users & users both
‘chocolate laddoo’
Price: 2 Rs. For 2 piece
Attempt - Product as the perfect value-for-money.
11. UP MARKET STRETCHING
Launched in January 2010
There was room for a more premium entrant in the category
It is creamier, smoother, and tastier
Its dome shaped cubes pack turned out to be very
attractive
12. UP MARKET STRETCHING
CONTD....
Launched in 2009
Fine dark chocolate
Hailed as Cadbury’s answer to the emerging market of luxury
chocolates
13. Launched in 1996
Perk is combination of chocolate & snack
A perfect solution for a quick snack, which made both
chocolate lovers and the frequent snackers happy.
LINE FILLING
14. Launched in 1969
5 Star soon became the star of every refrigerator and pocket
It was introduced at Rs 10.
LINE FILLING
CONTD….
16. Basic ingredients :
Dark chocolate, milk, cocoa powder, etc.
Extra ingredients are added
e.g. Dairy milk Fruit & Nuts (dry fruits), Cadbury Perk
(biscuits) etc.
PRODUCTION
17. DISTRIBUTION
Uses same distribution channels
Cadbury products are sold to wholesalers & retailers
2100 distributors
450,000 retailers
18. END USE
The basic end use of all Cadbury products remains the same:
“Eating it simply for joy”
Perk may also be consumed for the intake of high glucose
levels
19. The prospective customers of Cadbury have changed from kids to
adults-including every family member to celebrate any occasion
with Cadbury chocolates.
No matter the reason or the season, Cadbury focus on creating
moments of pleasure with every tasty bite..
CONCLUSION