LyrArc Article Gist
Companies like P&G and Walmart in Mexico, and Lever Brothers and Cadbury in India, are taking developing markets seriously and going after the low price points for products; selling in areas away from the large cities. See the links to Nestle,P&G and Walmart. Cadbury is adding another element, by investing in the growing of cocoa in southern India, to have access to a cheaper supply to meet those low price points. Cadbury Dairy Milk Shots, are pea sized chocolate balls with a sugar shell to protect them from the heat. This product was launched this year. It sells for 2 rupees or 4 cents for a five gram packet. The low price makes it accessible to more people. For Cadbury emerging markets are crucial for new growth, and affordability a critical way to go after this market. Emerging markets account for 35% of Cadbury's sales and 60% of the growth. The potential is huge considering India's low per capita consumption of chocolate. Half of the people in India have never tasted chocolate in their life. And India's total chocolate consumption is $465 million compared to $4.89 billion in the UK. Growth has been at about 20% for the last 3 years. Cadbury controls over 70% of the chocolate market and 30% of the confectionery market in India, with combined sales of $338 million, according to AC Nielsen. Nestle is next with 25% of the chocolate market. To keep prices low the company is moving factories to lower cost locations and improving its supply chain. It has setup 20 nurseries in southern India, from where saplings are sent to nearby farms for cultivation. Cadbury provides the saplings, technical expertise, and advice on where to get free government assistance in fertilizers. This is called the Cadbury Cocoa Partnership and has planted 5 million saplings in India in 2008. Another 7.5 million saplings are planned for 2009, and already Cadbury imports only half of its cocoa needs. Local coca costs 30% less because of a 30% tariff on imports.