Professional Documents
Culture Documents
Manohar Prasad.
IB+IT, (2010-12) Batch
4/25/2011
Page 2
CONTENTS
Sr. No .
Index
Page No.
1.
Company Overview
2.
Cadbury Milestone
3.
4.
Objective of Survey
5.
6.
Dairy Milk
7.
Page 3
Factors
10
9.
Market Segmentation
11
10.
Brand element
13
11.
PLC
14
12.
Market Place
15
13.
R & D
15
14.
SWOT Analysis
16
15.
Diversification
17
16.
Conclusion
18
17.
References
19
COMPANY OVERVIEW
Cadbury began its operation in 1948 by importing chocolates and then
re-packing them before distributing it in the Indian market. After 62
years, it is having five companies at Thane, Induri (Pune), Malanpur
(Gwalior), Bangalore, Baddi (Himachal Pradesh) and 4 sales offices in
(New Delhi, Mumbai, Kolkata and Chennai). The corporate office is in
Mumbai.
Page 4
spread happiness !
Page 5
DAIRY MILK
The variants Fruit & Nut, Crackle and Roast Almond, combine the taste
of Cadbury Dairy Milk with a variety of ingredients and are very
popular amongst teens & adults.
Today, Cadbury Dairy Milk alone holds 30% value share of the Indian
chocolate market.
Page 6
Page 7
Page 8
INTRODUCTION
GROWTH
Page 9
Market place
Cadbury operates in the global confectionery market. The market is
large, growing and has attractive dynamics. The global
confectionery market is the worlds four largest packaged food
market. It represents 9% of that market, and has a value at retail
of US$141 billion. Chocolate is the largest category, accounting
for over half of the global confectionery market by value.
Globally, confectionery is growing at around 5% p.a., faster than
many other packaged food markets. Developed markets, which
account for around 67% of the global market, grew 3% p.a.
between 2001 and 2006.
Customer insights,
Trends, and
Foresights.
Page 10
Weaknesses
Other competitors have greater international experience Cadbury has traditionally been strong in Europe. New to the US,
possible lack of understanding of the new emerging markets
compared to competitors.
Opportunities
Threats
Manohar Prasad/ 2010-12/ IB+IT/1999/01030003
Page 11
DVERSIFICATION
Increase Marketing and Promotion globally by marketing products in
emerging markets.
Focus on non-chocolate development/acquisitions by developing line
of non-chocolate candies.
Aggressive new product developmentlow calories, sugar free and
sweets. This has to be done by researching and developing new
products/ joint venture.
Page 12
Conclusion
In order to reach the peak of achievement, the company would stress
on the global growth of the product. It can be a risk to market it in the
region France, but with careful study of the target market segments
and its economic position, it can be an attainment. Cadbury should also
look into other countries like the Asia Pacific in order to market its
products popular globally. But then again, careful considerations to
look at its major competitors and to obtain the rules and regulations of
a certain country are equally important.
Another strategic plan would be a joint venture. Since Cadbury
Schweppes is a company that produces not only chocolates but also
drinks, it should market a new product and maybe get into the product
development or get into a total diversification. However, need to bear in
mind that it is not as easy as marketing Cadburys current products.
Needless to say that in order for the company to market its products
globally, it is understood that heavy capital and marketing expenditures
have to be sacrificed.
Last but not least not to forget that Cadbury should need to strengthen
the brand name of its products. This is important due to the fact that
since it is popular in the UK and US, the profile of the product should
be maintained and not deteriorates.
Page 13
REFERENCES:
1. www.cadbury.com
2. www.cadbury.co.uk
3. Wikipedia
4. www.businessteacher.org.uk
Page 14