Marketing Management Essay Example | Topics and Well Written Essays - 3000 words - 1

Marketing Management - Essay ExampleThe confederacy employs most 55,000 people in over 200 countries around the world.In India, Cadbury has been operating for more than 55 years as Cadburys India, a wholly possess subsidiary of Cadburys 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 segments1. Chocolates Cadburys be 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 non eaten deep browns (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 dirty money confectionery is concerned, Cadburys share is a mere 4% share in this category (Value No tes 2009). The sugar confectionery category contributes mere 12% to the companys revenue and the company is not expecting any major success in the short run. Competitive brands such as Hersheys of the US are tying up with well known brands such as Godrej in India (Gopalan, 2007). This would give tough competition to Cadburys. This report would evaluate the marketing mix of Cadburys 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