Managing Director Cadbury India Time Context: October 2003 (Maharashtra‚ India) Short Historical Background: In 1824‚ John Cadbury began selling tea‚ coffee‚ and drinking chocolate‚ which he produced himself‚ at Bull Street in Birmingham‚ England. He later moved into the production of a variety of cocoa and drinking chocolates‚ made in a factory in Bridge Street. John Cadbury became a partner with his brother Benjamin and the company they formed was called ‘Cadbury Brothers of Birmingham‘. Cadbury
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Rocky Mountain Chocolate Factory Location Analysis Marlena Baldonado Ashley Hardwick Ken Houang Nancy Moreno Mark Norashkarian Boilam “Maggie” Trinh For: Dr. Shirley M. Stretch-Stephenson Table of Contents Executive Summary Rocky Mountain Chocolate Factory Overview __________________________ 1 Company Franchise Description _____________________________________ 2 Fees _____________________________________________________ 2 Support and Training ________________________________________
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E N T S 1) SITUATION ANALYSIS i) COMPANY ii) CONTEXT iii) COMPETITOR iv) CUSTOMER 2) BARND 3) 4 Ps i) PRODUCT ii) PRICE iii) PROMOTION iv) PLACE 4) COMMENTS 5) SWOT ANALYSIS Product Category: Chocolate Confectionary Brand: Cadbury Product: Cadbury Dairy Milk (CDM) SITUATION ANALYSIS (4 CS) 1) Company: Parent Company: Cadbury plc Indian Subsidiary: Cadbury India Ltd (CIL) History of Cadbury: Cadbury plc is a confectionery and beverage
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inelastic(Ed=0) Perfectly elastic(Ed=∞) Relatively inelastic(Ed1) Unitary elastic(Ed=1) Cadbury dairy milk chocolates: It is a brand of chocolate bar made by the Cadbury plc unit of Kraft foods. It first started sales in UK in the year 1905 and thereby came to India in the year 1948. Cadbury has launched many products of which Cadbury dairy milk is the most successful chocolate bar in India. Cadbury dairy milk is one brand in India which witnesses a lot of brand loyalty. THE PRICE ELASTICITY
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have a 65 percent share of the Indian chocolate market. The Indian chocolate market is estimated to be worth Rs. 3.2 billion‚ with an annual growth rate of 10 percent. Per Capita Consumption levels are very low in India‚ as compared to 8.7 kg per year in the U.K. The market therefore offers tremendous potential for growth. In this analysis‚ we examine some of the interesting aspects of Cadbury’s advertising strategy. The Advertising Message Chocolates have usually been viewed as something
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Twix candy bar is a butter cookie topped with a thick layer of caramel and the whole bar covered in dairy milk chocolate. The size of the candy fingers is about four inches long and half an inch thick‚ two of these are packaged together in a single wrapper. The Twix brand is owned by Mars‚ Inc which is one of the largest confectionery manufacturers globally. The product was first created by Mars Limited in the UK in 1967 at the company’s factory in Slough which is also where the current Mars Bar
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STUDY THORNTONS PLC Introduction In September 2003 Thorntons‚ the Uk’s largest manufacturer and retailer of specialist chocolates‚ completed a three-year planning period aimed at achieving a turnaround in the company’s performance. While company turnover had been increased to £167m (= €250m) providing Thorntons with an 8 percent share of its core market‚ boxed chocolates‚ profit after tax had declined to the lowest level for seven years (Exhibit 1). During that time Thorntons had set out to
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INTRODUCTION In Malaysia‚ the consumption of chocolate is still low even though there is an increament from year to year. In 1985‚ the consumption of chocolate was around 0.245 kg per person and this increased to 0.675 kg per person in 1992. The consumption of chocolate is always related to children. However‚ the consumption among adults are low. This could be due to the misconception of chocolate itself. Chocolate is always associated with obesity‚ tooth decay‚ hyperactive‚ pimples and other
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as a preventative mechanism towards reducing the risk of CVD. Compared with other known dietary sources of antioxidants and flavonoids (tea‚ red wine)‚ dark chocolate and other cocoa products have been found to contain the greatest antioxidant capacity and the highest concentration of flavonoids (1). As Smolin et al. (2) state‚ “Dark chocolate‚ which is rich in flavonoids‚ has been shown to improve arterial function‚ inhibit platelet activities that lead to heart disease‚ lower blood pressure‚ and
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who love chocolates. The brand is aiming the 20-30 yr old SEC A segment. This is a chocolate that one will indulge when they feel like indulging. Because this product tastes differently from ordinary milk chocolates‚ the brand was targeted to appeal to a select niche. Positioning ‘You don’t just buy a Bournville; you earn it.´ Bournville is being positioned as the finest dark chocolate. The brand is currently promoted as the category innovator 4P ANALYSYS Product * Dark Chocolate made from
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