INTRODUCTION
Cadbury dominates the chocolate market with about 71% market share. Nestle has emerged as a significant competitor with about 23% market share. Key competition in the chocolate segment is from co-operative owned Amul and Camp co, besides a host of unorganized sector players. There exists a large unorganized market in the confectionery segment too. Leading national players are Parry 's, Ravalgaon, Candico and Nutrine. MNC 's like Cadbury, Nestle, Perfetti, are recent entrants in the sugar confectionery market. Other competing brands such as GCMMF 's Badam bar and Nestlé’s Bar One have minor market shares.
Chocolate consumption in India is extremely low. Per capita consumption is around 160gms in the urban areas, compared to
…show more content…
Some of the examples of this type of positioning are ‘Perk’ and ‘Kit Kat’ with chocolate companies having intense competition and with reducing shelf space only those companies who market their chocolates as well as advertise and package them will have a chance to survive in the market. The studies have shown that most of the time chocolate buying is an impulse action i.e. when one sees the chocolates on the shelf of the shop so, it is very important for the manufacturer to package them attractively. Now day 's chocolates are positioned as a thing which can be eaten by each and everyone.
VISION OF CADBURYS INDIA
To become a performance driven and values led organization. Throughout changing times, our constant values have inspired us to be pioneers in business and in corporate responsibility. They help ensure we are proud of our company and are critical to our core purpose of creating brands people love.
MISSION OF CADBURYS INDIA
Performance mission: We are passionate about winning. We compete in a tough but fair way. We are ambitious, hardworking and make the most of our abilities. We are prepared to take risks and act with speed.
Quality mission: We put quality and safety at the heart of all of our activities - our products, our people, our partnerships and our performance.
Responsibility mission: We take accountability for our social, economic and environmental impact. In this way we aim to make our business, our partners and our communities better for