Cadbury

“Kuch Mitha Ho Jaaye”

From:
1) Jaymin D. Bhavsar
2) Gaurang P. Raval
Index

 Introduction
 Company overview
 Merger & Acquisition
 Journey of the company
 Advertisement strategies
 Facts & Figures
 Conclusion
Introduction
 Cadbury is one of the largest FMCG company for many
year.
 The main brands of the company are chocolates, snacks,
beverages, candy and gums.
Company overview
 Cadbury was a British confectionery company.

 John
Cadbury is the founder of the company, in
Birmingham, UK in 1824.

 The company was incorporated as Cadbury-Fry (India)

Pvt. Ltd.

 Company started its business in India in 1948.

 The Current M.D. of Cadbury is Rajiv Bakshi.

Company overview
 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.

 After
60 years of existence, it today has five company-
owned manufacturing facilities.
Merger & Acquisition
 Cadbury merged with drinks company Schweppes to
form Cadbury Schweppes in 1969.

 Cadbury Schweppes went on to acquire Sunkist, Canada

Dry, Typhoo Tea and more.

 Snapple,Mistic and Stewart’s were sold byTriarc to

Cadbury Schweppes in 2000 for $1.45 billion.
Merger & Acquisition
 In March 2007, it was revealed that Cadbury Schweppes
was planning to split its business into two separate
entities: one focusing on its main chocolate and
confectionery market; the other on its US drinks
business.

 The demerger took effect on 2 May 2008.

Merger & Acquisition
 On7 September 2009 Kraft Food made a £10.2 billion
(US$16.2 billion) indicative takeover bid for Cadbury.
The offer was rejected, with Cadbury stating that it
undervalued the company.

 On 19 January 2010, it was announced that Cadbury and

Kraft Food had reached a deal and that Kraft would
purchase Cadbury for £8.40 per share, valuing Cadbury
at £11.5bn (US$18.9bn).
Journey of the company
 CIL’s biggest competitor, Nestle, often stresses the
energy giving aspects of or on other attributes of the
chocolate - taste in the case of Nestle Crunch, as a light
snack in the case of Nestle Bar-One.
 Nestle specifically targets children in the advertising for
Milkybar, its white chocolate, again emphasizing its
energy giving properties.
 To counter Milkybar, CIL has the Dairy Treat - where it
targets the mothers of children by trying to convey the
message that its product is full of the goodness of milk,
and so equivalent to consuming milk itself.
Journey of the company
 Then the brand named Bournvita entering in the market
and has been an enduring symbol of mental and physical
health ever since it was launched in 1948.
 It is hardly surprising then, that Bournvita enjoys a
major presence in the Malt Food market. Given its
market share of 17%, Cadbury Bournvita reaches across
hundreds of cities, towns and villages through 3,50,000
outlets in India.
Journey of the company
 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 every adult. And Cadbury Dairy Milk became
the perfect expression of 'spontaneity' and 'shared good
feelings'.
Journey of the company
 Currently, Cadbury India operates in four categories viz.
Chocolate Confectionery, Milk Food Drinks, Candy and
Gum category.

 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.

 In the Chocolates Cadbury offers variety of products to

us like Dairy Milk, Celebrations, Temptations etc.
Journey of the company
 Apart from Dairy milk Cadbury has the super premium
Celebrations Rich Dry Fruit Collection which is a
festive offering is an exotic range of chocolate covered
dry fruits and nuts in various flavours and the premium
dark chocolate range which is exotic dark chocolate in
luscious flavours.
Journey of the company
 The Cadbury Temptations range is available in 5
delicious flavour variants - Roast Almond Coffee,
Honey Apricot, Mint Crunch, Black Forest and Old
Jamaica. With its international quality chocolate
Temptations soon became a popular brand for
"chocoholics".
Marketing Strategies
 TheCadbury has its unique style to advertise its product
in market.

 Every product is advertised by using the various slogans.

 Thecore purpose of Cadbury "make today delicious"

captures the spirit of what they are trying to achieve as a
business.

 The'Real Taste of Life' campaign had many memorable

executions, which people still fondly remember.
Marketing Strategies

 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.

 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.
Marketing Strategies
 Following are a few advertising slogans used by
Cadbury for introducing the product to the customers:-

1) THE REAL TASTE OF LIFE - DAIRY MILK

2) THODI SI PET POOJA KABHI BHI KAHI BHI -
PERK
3) WHEN EVER ON HUNGER STRIKE - PERK
4) TAN KI SHAKTI, MAN KI SHAKTI – BOURNVITA
5) YEH CHOCOLATE KHAE AAP INHE KHAE -
ECLAIRS
Facts & Figures
 With annual revenues of approximately $50 billion, The
combination of Kraft Foods and Cadbury company is
the world's second largest food company, making
delicious products for billions of consumers in more
than 160 countries.

 Theyemploy approximately 140,000 people and have

operations in more than 70 countries.
Facts & Figures
 Cadbury India has been ranked as the 7th Great Place to
Work and the No. 1 FMCG company in India in 2008,
by the Great Place to Work Institute.

 Today, Cadbury Dairy Milk alone holds 30% value

share of the Indian chocolate market.

 The Indian chocolate market is estimated to be worth

Rs. 3.2 billion, with an annual growth rate of 10 percent.
Conclusion

In India, Cadbury has the largest market share anywhere

in the world and has been the fastest growing FMCG
company in the last three years with a compound annual
growth rate of 12.5 per cent.
Thank You….