Brand Update: Cadbury India Limited

Kraft Food Cadbury

Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods and
Cadbury creates a global powerhouse in snacks, confectionery and quick meals. They are
currently the world's No.1 confectionery and biscuit company. They are also the world’s
second-largest food company with sales in approximately 160 countries and employ
approximately 140,000 people.

Global Reach

•Approximately $50 billion in revenues

• 25%+ of global revenue from emerging markets
• #1 in global confectionery
• #1 in global biscuits
• More than 50% of global revenue from snacks and confectionery

Brand Portfolio
• 11 brands with more than $1 billion in revenue
• 70+ brands with more than $100 million in revenue
• 40+ brands over 100 years old
• 80% revenue from #1 share positions

Cadbury India Limited (CIL)

CIL is the leading chocolate company in India. With approximately 70% share of the Indian
confectionery market, CIL is the proud owner of big national chocolate brands like Cadbury
Dairy Milk (CDM), Cadbury Five Star, Perk and several others. The company works in three
product categories:

1. Confectionery: Includes chocolates and snacks.

a. Chocolates:
i. Premium Dark Chocolate: Bournville
ii. Mid price range: Cadbury Dairy Milk: With flavor variants like fruit and
nut, almond etc.
iii. Lower price point: Cadbury Five Star, Perk, Gems, Shots etc.
b. Snacks:
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i. Cadbury Bytes
2. Gums and Candies:
a. Gums: Bubbaloo with its variants
b. Candies: Halls
3. Beverages:
a. Bournvita and others

Cadbury Financial analysis:

The company was valued at over $16 billion by Kraft foods. Many analysts considered this as an
over valuation, but owing to its impressive distribution network, it was considered a favorable
deal for Kraft foods which wants to become a prominent player in emerging economies like
India.

In book value terms, going by the 2008 data, CIL is a company worth 2000 crores and considers
brands worth 200 crores like Dairy Milk, Five Star etc. as its major brands.

CIL operation in India:

Summer Internship Program:

CIL internship is on live projects under CIL senior management. Most projects are based of
Mumbai head office. The program provides a great opportunity to learn marketing concepts at
work and to deal with internal clients (ad agencies etc.) as well as customers.
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Typical marketing roles at CIL:

Area Sales Manager -> Brand Manager -> Category AVP -> Category VP -> Marketing Director

Other interesting roles include sales functions like, new channel development manager, VP,
Modern Trade etc.

- Cadbury’s name is synonymous to Dairy milk in India. Let us find out the brand’s journey
in India through the company’s official website.

Cadbury Dairy milk:

The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey
with chocolate lovers in India began in 1948.

The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of
Cadbury Dairy Milk.

The variants Fruit & Nut, Crackle and Roast Almond, combine the classic
taste of Cadbury Dairy Milk with a variety of ingredients and are very
popular amongst teens & adults.

Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater

to the urge for 'something sweet' after meals.

Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk
Wowie, chocolate with Disney characters embossed in it, and Cadbury
Dairy Milk 2 in 1, a delightful combination of milk chocolate and white
chocolate. Giving consumers an exciting reason to keep coming back into the fun filled world of
Cadbury.

Our Journey:

Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has
participated and been a part of every Indian's moments of happiness, joy and celebration.
Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.

In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for
children. In the Mid 90's the category was re-defined by the very popular `Real Taste of Life'
campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child in
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every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared
good feelings'.

The 'Real Taste of Life' campaign had many memorable executions, which people still fondly
remember. However, the one with the "girl dancing on the cricket field" has remained etched in
everyone's memory, as the most spontaneous & un-inhibited expression of happiness.

This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad
Club, Mumbai) awards.

In the late 90's, to further expand the category, the focus shifted towards widening chocolate
consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye'
campaign. This campaign built social acceptance for chocolate consumption amongst adults, by
showcasing collective and shared moments.

More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with
celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language. It
has been adopted by consumers and today is used extensively to express joy in a moment of
achievement / success.

The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious
Cannes Advertising Festival 2006 for 'Best use of internet and new media'. The idea involved a
tie-up with Reliance India Mobile service and allowed students to check their exam results using
their mobile service and encouraged those who passed their examinations to celebrate with
Cadbury Dairy Milk.

The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated
Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global
benchmark for effective advertising campaigns) awards.

Did You Know:

Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005 edition of
Brand Equity's Most Trusted Brands survey.
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During the 1st World War, Cadbury Dairy Milk supported the war effort. Over 2,000 male
employees joined the armed forces and Cadbury sent books, warm clothes and chocolates to
the front.

Ad Campaigns:

Bournvita

1980’s- Intelligence

1990’s-Nourishment, energy and growth

“Tan ki shakti, Man ki Shakti; Bournvita”

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Now-Bournvita confidence, Real Achievers

Cadbury Dairy Milk

Shubh Aarambh http://www.youtube.com/watch?v=i6dEI6D_rcI

Meetha Ho Jaaye
http://www.youtube.com/watch?v=RabHFZQMnUY&p=906705F363C31F02&playnext=1&index=18

Pappu Paas Ho Gaya

http://www.youtube.com/watch?v=T85trgeuq-M

Cadbury Perk

Thodi si pet pooja- Preity Zinta http://www.youtube.com/watch?v=iyNQr8k622c

Take it lightly- Sharman Joshi http://www.youtube.com/watch?v=LtUORk9VX8M

Cadbury Five Star

Lost in taste, Jo Khaaye Kho Jaaye http://www.youtube.com/watch?v=WQO-bOYRWbI

Bournville

You have to earn it http://www.youtube.com/watch?v=hysB02JfOv4

For information about all Cadbury brands: Visit: www.cadburyindia.com