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The sweetest story

ever told or heard


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HISTORY OF C DBURY

Started by John Cadbury

Factory in Bourneville in

1861- largest chocolate

production in U.K

1897- Manufactured 1st

milk chocolate.

1950- First overseas

factory near Hobart,

Tasmania.

1960s- Larger factory

with his brother selling

16 type of drinking

chocolates.

Today the largest

confectionerycompany in the

world;70,000+

employees.


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C DBURY

INDIIn India, Cadbury began its operations in 1948 by

importing chocolates.

It today has 5 company-owned manufacturing facilities& 5 sales offices in 5 metros. The corporate office is in

Mumbai.

Cadbury enjoys a value market share of over 70% - the

highest Cadbury brand share in the world! The brand

Cadbury Dairy Milk is considered the "gold standard" for

chocolates in India.
http://www.cadburyindia.com/brands/conf1.asphttp://www.cadburyindia.com/brands/choco9.asphttp://www.cadburyindia.com/brands/choco8.asphttp://www.cadburyindia.com/brands/choco10.asphttp://www.cadburyindia.com/brands/choco4.asphttp://www.cadburyindia.com/brands/choco2.asphttp://www.cadburyindia.com/brands/choco3.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/choco7.asphttp://www.cadburyindia.com/brands/choco1.asp


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VISION

The Barrow Cadburys Trusts Vision is of a peaceful,

equitable society free from discrimination and based

on the principle of social justice for all.

MISSION

The Barrow Cadburys Trusts Mission is to

promote social justice through grant making,research, influencing public opinion and policy and

supporting local communities.


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OBJECTIVES

To become the Worlds Biggest and BestConfectionery Company.

To make lots of chocolate & improve the quality of

their chocolate.

Have loads of stores worldwide.

To be an ongoing company & achieve revenue growth

of 20% per year.

Increase earnings by 15% annually & dividends per

share by 7% per year.
http://www.chocaholic.info/wp-content/uploads/2009/05/cadbury-choc-bkt-main.jpg


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CHIEVEMENTS

2008- SILVER award for the 'Most Effective Use ofAdvertising.

2008- Cadbury India has been ranked as the 7th Great

Place to Work and the No. 1 FMCG company in India.

Cadbury Dairy Milk & Bournvita have been declared a`Consumer Super brand' for 2006-07.

Cadbury India has been ranked 5th in the FMCG sector,

by Business World magazine in 2007.


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THE Ps OF

C DBURY


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PL CE

Produced at the chocolate factory in Bourneville inBirmingham.

It is then transported to the stockrooms.

After this Cadbury sells it products to shops

that deal with beverages and confectionery e.g. cornershops, superstores.

They then sell it to the general

public.


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PL CE

Five company-owned

manufacturing facilities:Thane

Induri (Pune)

Malanpur (Gwalior)

Bangalore

Baddi (Himachal Pradesh)

4 sales offices:New Delhi

Mumbai

Kolkota

Chennai

Corporate/Head office:Mumbai

THESE

FACTORIES

CHURN OUT

CLOSE TO 8,000

TONNES OF

CHOCOLATE

ANNUALLY


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PRODUCT

Cadbury Dairy Milk is made from Real Chocolate Its ingredients include cocoa butter

There is a glass and half full cream dairy milk in every 200

grams of Cadbury dairy milk chocolate

Cadbury buys 65 million liters of fresh milk each year to makeCadbury dairy milk chocolate


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PRODUCT

Bars

Cakes &

Biscuits

Drinks

Ice Creams &

Desserts


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Adopted competitive pricing strategy for the basic productWhereas premium pricing on other variants

Cut down on weight but did not increase cost

e.g. 5 Rs pack was of 13gm but now it is 10.5gm

PRICE


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PROMOTION

CAMPAIGN TARGETReal Taste of Life Child in adult

Khanewalon ko khane ka

bahana chahiye

Wider masses

Pappu Pass Ho Gaya Youngsters

Miss Palampur Rural masses

Kuch Meetha Ho Jaaye Conversion of sweet consumers to chocolate for

special occasions

Khane ke baad Meethemein Kuch Meetha Ho

Jaaye

Targeting the habit of Indians to have dessertsafter meals

Shubh Aarambh Targeting the belief of Indians that anything

begun by having something sweet provides good

luck


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The BIG B Factor The big factor that has pushed up CDM sales is the

Amitabh Bachchan campaign.

It helped restore consumers' faith in the quality of the

product

PROMOTION


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Brand Building

Innovative & Attractive

Packaging

Introducing New Products

Market Positioning

M RKETING STR TEGY


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5 CS

COMPANY

CUSTOMERS

COMPETITORS

CLIMATE

COLLABORATORS


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M RKET SEGMENT TION

Geographic segment

Demographic segment

Behavioral segment

Psychographic segment


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M RKET SEGMENT TION

GEOGRAPHIC

Region

Countries

Climate

DEMOGRAPHIC

Age

Gender

Family Life cycle

Income


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M RKET SEGMENT TION

PSYCHOLOGICAL

Attitude Toward The

Product

Life Style

BEHAVIORAL

Occasions

Benefits

Usage rate


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SWOT N LYSIS

StrengthsWell established brand

Huge market share 70%

Rich product mix

Aggressive marketing

Price according to Indian

market

WeaknessDental problems with

chocolates consumption

Little penetration in rural sec

Other competitors have better

international experience

Opportunities

Increase share through

targeted acquisitionIncreases acceptance of

Globalization in sector.

Innovative un captured market

Threats

Cut throat comp : Nestle Amul

Entry of international brandsObsession with calories

Negative publicity and

controversies


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MY SUGGESTIONS

Bring out new products for health consciouspeople.

Continue to promote itself as substitute tomithai.

Choco-biscuits should be introduced.

Should use Indian ads and avoid global ads inIndia.

Consider attractive display or its ownChocolate boutique (retail store).

Special chocolates for Christmas should beintroduced e.g. rum, champagne flavored

New flavors like strawberry,orange,vanilla etc.


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CONCLUSIONS

There is an immense scope for chocolate

industry in India Indian chocolate industry is unique mix with

extreme consumption patterns, attitudes,beliefs, income level and spending

Understanding consumer preferences anddemands is the key to growth

Pricing, quality , flavors and pack size aresome of the important factors

Economical distribution using proper supplychain management is necessity

Brand loyalty should be maintained


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