Posted in Marketing & Strategy Articles, Total Reads: 4023
, Published on 30 April 2014
Cadbury, the chocolate legend established has a global presence from the year 1824 and it has own the heart of chocolate lover of whole World. Cadbury began a journey in India in the year 1948 as an importer of chocolates and in 1965 it had started manufacturing chocolates in India. It has a more than 60 years presence in India. Cadbury India has its headquarter in Mumbai and sales offices in New Delhi, Mumbai, Kolkata and Chennai and six manufacturing facilities in India. Cadbury has more than 30 different products available in Indian market.
Cadbury Says “No matter the reason or the season, we focus on creating moments of pleasure with every tasty bite. Make today delicious – our higher purpose – defines us, moves us and sustains us to make a delicious difference in our company, in our communities and in our world.”
Image Courtesy: freedigitalphotos.net, artur84
Over the years Cadbury own the customers' hearts and achieved a 70 percentage market share in the chocolates category in India. In the year 2012 it has a revenue more than Rs. 4,065 Crore. Global organization like Nestle, Ferrero, Amul, Mars are the major competitors of chocolate industry are present in India. Among this tough market competition, How Cadbury makes it possible? What is their business strategy? How they make it possible?
In order to achievement the peak of chocolate market in India, Cadbury had over many hurdle market competition and still competing. The way they own the heart of Indian customer listed below –
• Variety of Products.
• Variety of taste.
• Pricing from low to high.
• Great Customer relationship.
• Artistic Packaging.
• Value based relationship with employees.
• Media relationship at optimal level.
• Great CSR activity.
• Value based Ad – Program.
• Ethical Value.
• Emotional Connection with customer.
• Customer loyalty.
• Different taste.
• Good government relationship.
Cadbury has a set of very moral ethical values inside it, i.e. Vision, Mission and Goal, which helps the firm to sustain in this competitive market. Cadbury has a good Image, Identity and Reputation in Indian Market as a responsible philanthropic firm. Its value base ad – campaigning with veteran actor Amitabh Bacchhan, attracts all age group of customers in India. Cadbury has setup an emotional connection with customers by all those advertisement. People used to gift Cadbury in birthday, rituals, weeding, and other ceremonies with a smile and pray for prosperity. Cadbury has more than 30 different types of products in India including Bars, Bars and boxes, Beverage, Biscuits. So, Cadbury has a wide variety product along with different more than 30 tastes in Indian. The artistic design of the gift box of Cadbury attracts every age group people.
Cadbury starts a price from Rs. 5 to Rs. 500 – a wide variety of price available and Cadbury chocolates are also available in different parts in India including Rural and remote India. Cadbury takes a great Corporate Social Responsibility to help in the growth of nation. Cadbury starts coco cultivating in India in 1960’s and gives a new dimension to agricultural industry.
Cadbury has a very high ethical value for its employees. Cadbury has flat hierarchy of structure and employees of Cadbury have lateral and diagonal relationship within organization. Cadbury has a very good media relationship with Fortune India, Economic Times, Business Standard, NDTV Profit All about Ads, The Times of India, DNA, The Hindu Business Line, Financial Express, etc. media.
With the help of above all activities Cadbury makes a place inside the heart of Indian people. And Indian Customer thinks that there is no substitute of Cadbury chocolates in India. Its takes a long time to build up this kind of relation with customers and its leads to capture 70 percentage of chocolate market share in India.
This article has been authored by Arnab Biswas from National Institute of Technology Karnataka
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