1) To review the brand repositioning strategies of sub brands of Cadbury in India. 2) Factors that lead to successful brand Cadbury. 3) To study consumer awareness & perception about the brand repositioning strategies of Cadbury. 4) How Cadbury has expanded its target market from kids.

In India Cadbury has believe in this quote ³ Life full of Cadbury ,Cadbury full of Life ³ by taking below points in to account : 1) Performance of product. 2) Quality 3) Understanding business & colleagues 4) Integrity

Methdology Used:
The relevant data was collected from secondary sources i.e. Internet. For detailed analysis Cadbury India¶s portal was studied extensively. Also other source of information about Cadbury was referred from Internet.

Trident and Halls.1922 Cadbury is a leading global confectionery company with an outstanding portfolio of chocolate. Our heritage starts back in 1824 when John Cadbury opened a shop in Birmingham selling cocoa and chocolate. Since then we have expanded our business throughout the world by a programmeof organic and acquisition led growth.Contents: INTRODUCTION TO CADBURY GEORGE CADBURY FOUNDER OF THE TRUST 1839 .brands like Cadbury. On 7 May 2008. We create brands people love . . the separation of our confectionery and Americas Beverages businesses was completed creating Cadbury plc with a vision to be theworld's BIGGEST and BEST confectionery company. gum and candy brands.

cadbury.PROFILE OF CADBURY Type Confectionery Founder George Cadbury Current owner Cadbury plc Country of origin United Kingdom Introduced 1905 Related brands Cadbury products Markets World Website www.uk .co.

it today has five company-owned manufacturing facilities at Thane.000 people and have direct operations in over 60 countries. We employ around 50. Cadbury began its operations in 1948 by importing chocolates. After 60 years of existence. selling our products in almost every country around the world. In India.COMPANY OVERVIEW Cadbury is a leading global confectionery company with an outstanding portfolio of chocolate. gum and candy brands. Induri (Pune) and .

Milk Food Drinks. Cadbury enjoys a value market share of over 70% the highest Cadbury brand share in the world! Our flagship brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. Some of the key brands are Cadbury Dairy Milk. Yes. In the Milk Food drinks segment our main product is Bournvita . Mumbai. We also conduct farmers meetings & seminars to educate them on Cocoa cultivation aspects. Candy and Gum category. We collaborate and work as teams to convert products into brands. Simply put.the leading Malted Food Drink (MFD) in the country. The corporate office is in Mumbai. Hardly surprising then that the Cocoa tree is called the Cadbury tree! Today. Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi. we spread happiness! Currently Cadbury India operates in four categories viz. Perk. Cadbury has maintained its undisputed leadership over the years. Similarly in the medicated candy category Halls is the undisputed leader. we have worked with the Kerala Agriculture University to undertake cocoa research and released clones. we are poised in our leap towards quantum growth. Our core purpose "creating brands people love" captures the spirit of what we are trying to achieve as a business. For over two decades. In the Chocolate Confectionery business. Our Co oa team visits c farmers and advises them on the cultivation aspects from planting to harvesting. Chocolate Confectionery. world's leading Confectionery Company. We are a part of the Cadbury PLC.Malanpur (Gwalior). Our efforts have increased cocoa productivity and touched the lives of thousands of farmers. like we said we will continue to spread happiness! . Bubbaloo is sold in 25 countries worldwide. We recently entered the gums category with the launch of our worldwide dominant bubble gum brand Bubbaloo. hybrids that improve the cocoa yield. The pure taste of CDM defines the chocolate taste for the Indian consumer. Kolkota and Chennai). 5 Star. Éclairs and Celebrations.

Trident and Halls. gum and candy brands people love . the separation of our confectionery and Americas Beverages businesses was completed creating Cadbury plc with a vision to be the world's BIGGEST and BEST confectionery company. Since then we have expanded our business throughout the world by a programme of organic and acquisition led growth.making us nearly 200 years young We work with around 35. gum and candy We operate in over 60 countriesJohn Cadbury opened for business in 1824 . A few facts and figures y y We make and sell three kinds of confectionery: chocolate. Our heritage starts back in 1824 when John Cadbury opened a shop in Birmingham selling cocoa and chocolate.brands like Cadbury. On 7 May 2008. We create chocolate.CADBURY WORLDWIDE We are currently the world's biggest confectionery company with a number one or number two position in 20 of the 50 largest confectionery markets across the globe.000 direct and indirect suppliers We employ around 50.000 people Every day millions of people around he world enjoy our brands 23 June 2008 y y y y .

Operates i fi e ategories .

Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury. but the journey with chocolate lovers in India began in 1948. and Cadbury Dairy Milk 2 in 1. U. Crackle and Roast Almond. Cadbury Dairy Milk Desserts was launched.BRAND BUILDING OF Cadbury Dairy Milk The story of Cadbury Dairy Milk started way back in 1905 at Bournville. chocolate with Disney characters embossed in it. The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of Cadbury Dairy Milk. And has participated and been a part of every Indian's moments of happi ess. Today. n Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market. . In the early 90's.Cadbury Dairy Milk Wowie. shifting the focus from `just for kids' to the `kid in all of us'. Cadbury Dairy Milk has exciting products on offer .. The variants Fruit & Nut. a delightful combination ofmilk chocolate and white chocolate. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings'.K. In the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign. combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults. Cadbury Dairy Milk has been the market leader in the chocolate category for years. specifically to cater to the urge for 'something sweet' after meals. Recently. It appealed to the child in every adult. chocolates were seen as 'meant for kids'. usually a reward or a bribe for children. joy and celebration.

Cadbury Dairy Milk. In 80¶s Brand was considered as a surrogate of parental affection for their children. in India at the Abby (Ad Club.The 'Real Taste of Life' campaign had many memorable executions. give consumers a taste of life the Cadbury Dairy Milk way . The Communication The Real Taste of Life. as the most spontaneous & un-inhibited expression of happiness. the one with the "girl dancing on the cricket field" has remained etched in everyone's memory. This campaign built social acceptance for chocolate consumption amongst adults.The chocolate goodness (appetite appeal) was being harnessed CDM positioned as µThe perfect expression of parental love¶ µSometimes a Cadbury can say it better than words¶ In the late 90's. through the 'Khanewalon Ko Khane Ka Bahana Chahiye' campaign. To increase category relevance. to further expand the category. Mumbai) awards. the focus shifted towards widening chocolate consumption amongst the masses.The chocolate for the kid in all of us. This campaign went on to be awarded 'The Campaign of the Century'.real. by showcasing collective and shared moments. fun and free Integrate the "real" chocolate of Cadbury Dairy Milk to "real" feelings. Then Position Cadbury Dairy Milk as the chocolate meant for everyone Chocolate = Cadbury Dairy Milk Creative Idea You don¶t need any special reason to eat Cadbury Dairy Milk . However. which people still fondly remember.

More recently positioned itself as a replacement for sweet.Moreover 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. 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. It has been adopted by consumers and today is used extensively to express j y in a moment of achievement o / success. The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best In tegrated Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global benchmark for effective advertising campaigns) awards. .Meetha hai khana aaj pehli tareek hai. 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'. Khush hai star aaj pehli tareek hai.


. bubbly teenagers getting out of their 'stuck and hungry' situations by having a Cadbury Perk. Cadbury Perk in 1996. a long line. With its light chocolate and wafer construct. and hunger! Rings a bell? That was how Cadbury launched its new offering. A leading knight in the Cadbury portfolio and the second largest after Cadbury Dairy Milk with a market share of 14%. Chocolate lovers for a quarter of a century have indulged their taste buds with a Cadbury 5 Star. CELEBRATIONS Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry fruits during festive seasons. Cadbury Perk targeted the casual snacking space that was dominated primarily by chips & wafers. Cadbury 5 Star moves from strength to strength every year by increasing its user base. Cadbury 5 Star has re-invented itself over the years to keep satisfying the consumers taste for a high quality & different chocolate eating experience PERK A pretty teenager.OTHER MORE BRANDS OF CADBURY 1. Cadbury Perk became the new mini snack in town and its proposition "Thodi si pet pooja" went on to define its role in the category. With a catchy jingle and tongue in cheek advertising. anywhere' snack zoomed right into the hearts of teenagers. CHOCOLATES 5-star. Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside. this 'anytime. Raageshwari started the trend of advertising that featured mischievous.

Almond magic. TEMPTATIONS ECLAIRS GEMS . 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. raisin magic.Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5 Star. Gems. Cadbury Celebrations has become a popular brand on occasions such as Diwali. Rakhi. It is also a major success as a corporate gifting brand. Perk. nut butterscotch and caramels. Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk chocolate in 5 variants. Dussera puja. cashew magic. The communication is based on the emotional route and the tag line says "rishte pakne do" which fits with the brand purpose of strengthening your relationships with something sweet.

BEVERAGES Bournvita Cadbury was incorporated in India on July 19th. promotion & distribution. SNAKS Cadbury Bites Cadbury Bytes was launched in 2004-05 as Cadbury's foray into the rapidly growing packaged snack market. packaging. The product is all about breaking a cliché and teenagers identify with breaking stereotypes. by saying `Har snack namkeen nahi hota'. The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 50 years.2. 3. 1948 as a private limited company under the name of Cadbury-Fry (India). The new commercials. It is among the oldest brands in the Malt Based Food / Malt Food category with a rich heritage and has always been known to provide the best nutrition to aid grow th and all round development. Cadbury Bytes is positioned as the 'only sweet snack' in the world of salty snacks. Cadbury Bournvita was launched during the same year. Cadbury Bournvita has continuously re -invented itself in terms of product.'Tommy' and 'Villain'. where we take a pot shot at other snacks. The proposition we have arrived at is "Snacking ka meetha funda". Throughout it's history. talk about breaking the stereotype. .

and began producing cough drops.a successful bubblegum brand from its international portfolio. .Strawberry and Mixed Fruit. Warner Lambert began selling Halls under the Adams family. It is filled with a high level of a great tasting fru flavoured liquid that floods your mouth it instantly. In 1930¶s. In 1971. and the first national television campaign was aired in the US & the results were a resounding success. using a combination of menthol and eucalyptus. the Hall brothers invented its Mentho -Lyptus formula. The communication focuses on the "fun filled liquid centre " of Bubbaloo and is anchored by³Bubbathe cat´. CANDY HALLS Halls accounts for 50% of international cough drop sales and is the leading sugar confectionery brand in the world. GUMS Bubbaloo Cadbury India has expanded its confectionary portfolio in 2007 by foraying into the Bubble gum category with the launch of Bubbaloo Bubblegum. The cough drops were introduced into the US during the mid-1950s.4. B ubbaloo is an innovative soft bubblegum with a centre filled liquid. WarnerLambert recognised the potential of the product and acquired Halls in 1964. Bubaloo is currently available in two yummy flavors. the international mascot for the brand Bubbaloo. 5.




with slogans such as "a glass and a half of full cream milk in every half pound" and advertisements that feature a glass of milk pouring out and forming the bar. A campaign for the Fruit & Nut variety ("everyone's a fruit and nutcase") was particularly memorable and featured the writer. .ADVERTISEMENTS OF CADBURY Dairy Milk has always tried to keep a strong association with milk. radio and television personality Frank Muir. including the ad as a bonus selection. This concert. American singer Neil Diamond performed a concert televised throughout Australia during which he did a humorous live commercial for Dairy Milk. On 9 March 1976. was released on DVD on 1 July 2008.

Cadbury's original Dairy Milk bar celebrated its 100th birthday. In 2007. On 5 September 2008. It remains the UK's biggest selling chocolate brand. Dairy Milk is sold in the United States under the Cadbury label. The advert has now become extremely popular with over two million views on Youtube.a reference to online mash-ups of the commercial. a version of the truck advert appeared. and has put the Phil Collins hit back into the UK charts. On 28 March 2008. Cadbury's started a series of television advertisements in the United Kingdom and Ireland featuring a person and an animal representing the person's happiness debating whether toeat one of a range of bars including Dairy Milk. It is supposed to relate the joy of playing drums to that of eating a chocolate bar. drumming along to the Phil Collins song "In The Air Tonight". Cadbury's launched a new advertising campaign entitled Gorilla. from a new in -house production company called "Glass And A Half Full Productions" . The advert was premi red è during the season finale of Big Brother 2007. using Bon Jovi's song "Livin' on a Prayer". . and consists of a gorilla at a drum kit. It features several trucks at night on an empty runway at a Mexican airport racing to the tune of Queen's "Don't Stop Me Now". In 2005. being first sold in 1905.In 2004. in the advert baggage was scattered across the runway.Bonnie Tyler's "Total Eclipse of the Heart" . the second Dairy Milk advert produced by Glass and a Half Full Productions aired. the Gorilla advert was relaunched with a new soundtrack . Similarly. but it is manufactured by the Hershey's company in Pennsylvania. The ad campaign ran at the same time as the problems at Heathrow Terminal 5 with baggage handling.

FUTURE GROWTH DRIVERS. With control over costs and reduction in relative depreciation charge for the year. for the next 3 years. steadily increase margins. volumes by at least 12% 1 new major product to be launched every year. . Average sales to grow at least at 20% p.a. y y y y Present dominance in the chocolates market to be maintained.

Eclairs and Toffees accounts for 18%. lollipops.Cadbury has been doing it since long & is very successful in repositioning itself from a chocolate of kids to a salary day sweet. Dairy Milk Eclairs. Hard boiled candy accounts for 18%. Digestive Candies and Lollipops account for 2. Mr. The category is largely consumed in urban areas with a 73% skew to urban markets and a 27% to rural markets. Overall industry growth is estimated at 23% in the chocolates segment and sugar confectionery segment has declined by 19%. Gums and Mints and lozenges are at par and account for 13%. Gems. Eclairs. Celebrations. and mints segments. 5 Star.Recapulation : Confectionery Industry The confectionery industry in India is approximately divided into: Chocolates Hard-boiled candies Eclairs & toffees Chewing gums Lollipops Bubble gum Mints and lozenges The total confectionery market is valued at Rupees 41 billion with a volume turnover of about 223500 tonnes per annum. Perk. Bytes. Cadbury with Dairy Milk.0%share respectively. Conclusion: As repositioning is one of the complex activity in the branding . Pops & Halls brands is a key player in the chocolate. Eclairs Crunch. .

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