Case Study: Cadbury

Introduction:

Cadbury, formerly Cadbury’s and Cadbury Schweppes, is a British

multinational confectionery company wholly owned by Mondelez
International (originally Kraft Foods) since 2010. It is the second largest
confectionery brand in the world after Mars. Cadbury is internationally
headquartered in Uxbridge, West London and operates in more than 50
countries worldwide. It is known for its Dairy Milk chocolate, the Creme
Egg and Roses selection box, and many other confectionery products.
One of the best-known British brands, in 2013 The Daily Telegraph named
Cadbury among Britain’s most successful exports.

Introduction to case:

Cadbury is a brand which almost everyone knows. Even after

completion of more than 100 years, the brand is into hearts of many
people & it also leaves a significant mark amidst all the competition.
Cadbury stands tall in food product sector. Cadbury is world’s leader in
chocolates and it is also one of the topmost FMCG brands in India.
Cadbury decided to enter Indian market in 1948. Cadbury India began its
operations in India by importing chocolates. On 19th July 1948 Cadbury
was incorporated in India. Cadbury has a share of over 67% in the market,
which is the highest Cadbury brand share globally. Cadbury now has 5
manufacturing units all over India. Cadbury operates in India with
following categories of products: Chocolate, Confectionery, Beverages,
Biscuits and Candy.Cadbury was performing very well since its
incorporation in India But, suddenly in 2003 Cadbury came across a
problem of worms.