Marketing Management - Essay Example

The company employs about 55,000 people in over 200 countries around the world. In India, Cadbury has been operating for more than 55 years as Cadbury’s India, a wholly owned subsidiary of Cadbury’s Schweppes. It has been ranked 5th in he FMCG sector in a survey conducted by Business World magazine (Scribd, 2009) In India, the company caters to three main segments: 1. Chocolates – Cadbury’s are the market leaders in India in this segment with over 70% market share. The leading brands in this category include the Dairy Milk, Crackle, Fruit & Nut, Temptations, 5 Star, Perk & Celebration Gift Boxes.

The company has been able to change the cultural habits of the Indian that has traditional not eaten chocolates (Leahy, 2009). While the company has about 70% share of the chocolates market and about 15% of the food drinks market in India, as far as the sugar confectionery is concerned, Cadbury’s share is a mere 4% share in this category (Value Notes 2009). The sugar confectionery category contributes mere 12% to the company’s revenue and the company is not expecting any major success in the short run.

Competitive brands such as Hershey’s of the US are tying up with well known brands such as Godrej in India (Gopalan, 2007). This would give tough competition to Cadbury’s. This report would evaluate the marketing mix of Cadbury’s in India and recommend the marketing mix to augment the sales of sugar confectionery in the Indian market. The confectionery industry is highly competitive in any market and each company has to compete with many multi-national, regional and national brands (Scribd, 2009).

Competition revolves around taste, quality, price, packaging and advertising and promotional programs. Globally the chocolate confectionery market is very strong but the sugar confectionary market is fragmented. The Indian sugar confectionery market includes products such as sweets, jellies and