BRAND 1

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.[2] 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. [3]
Cadbury was established in Birmingham, England in 1824, by John
Cadbury who sold tea, coffee and drinking chocolate. Cadbury
developed the business with his brother Benjamin, followed by his sons
Richard and George. George developed the Bournville estate, a model
village designed to give the company's workers improved living
conditions. Dairy Milk chocolate, introduced in 1905, used a higher
proportion of milk within the recipe compared with rival products. By
1914, the chocolate was the company's best-selling product. Cadbury,
alongside Rowntree's and Fry, were the big three British confectionery
manufacturers throughout much of the nineteenth and twentieth
centuries.[4]
Cadbury was granted its first Royal Warrant from Queen Victoria in
1854. It has been a holder of a Royal Warrant from Elizabeth II since
1955.[5] Cadbury merged with J. S. Fry & Sons in 1919,
and Schweppes in 1969, known as Cadbury Schweppes until 2008,
when the American beverage business was split as Dr Pepper Snapple
Group; the rights ownership of the Schweppes brand had already
differed between various countries since 2006. Cadbury was a constant
constituent of the FTSE 100 on the London Stock Exchange from the
index's 1984 inception until the company was bought by Kraft Foods in
2010.
SEGMENTATION

The segmentation of Cadbury products is based

on mix of demographics, behavioural
& psychographic factors; like on the basis of
Income & occasions. You will find people of all age
groups and demography enjoying Cadbury
products. Cadbury’s product offerings are mostly
based on the production capacity, pricing of the
various packs, packaging designs, and storage
facilities at the outlets, occasional & situational
demands, celebrity endorsements and many other
factors.

Although Cadbury has targeted people from all

age groups but it has distinguished its product
offerings to specific class of consumer groups. For
example, Cadbury Temptations and Bourneville
are meant for higher end consumer groups who
are willing to pay more & Cadbury SILK is targeted
to the people who can’t resist chocolates. It has
positioned itself as a symbol of good times & a
spontaneous brand that is carefree, meant for
special as well as real moments in life.

GEOGRAPHIC/DEMOGRAPHIC SEGMENTATION
Demographic Segmentation
Age: Under this type of segmentation the buyers who mostly prefer
the Cadbury dairy milk comes under the age group of 4-40 years.

Gender: For purchasing Cadbury dairy milk gender doesn‟t matter.

Cadbury dairy milk is for everyone whether a male or female.

Income: The price of Cadbury dairy milk is reasonable and

affordable. A person does not need to think much before purchasing it.
The income of a person does not play any important role.

Generation: Cadbury dairy milk will not be much affected by the

generation differences. All types of peoples like to purchase the
Cadbury dairy milk when they want to buy it. The focus was shifted
from just for Kids to Kids in all of us which clearly states that there is
a wide target Market.

Geographic segmentation

The maximum part of the revenue generated from urban and semi-
urban area.

Region: chocolates are everybody’s favourite so there is no limit of

region, it is used all over the world.

Climate: northern or southern

Countries: perhaps, categorised by size, development and

membership.

Also they more utilised in cold places as it gives heat to the body.

PSYCHOLOGICAL SEGMENTATION
Attitude towards the product: the attitude towards our product is
positive as people are very in trusted in our new product.

Life style: those are willing to experiment with alternate products in

place of conventional food items, as the universe of chocolate
consumption is changing from occasion led to more casual
consumption.

It is also done on the basis of size as blocks, small bar, large blocks.

Based for people of all income groups ranging from low priced
chocolates to premium chocolates.

BEHAVIOURAL SEGMENTATION
 Behavioural Segmentation
 Decision: The decision is taken by the children and youngsters. They
play an important role in taking the decision of when to buy the
Cadbury dairy milk
Occasions: For purchasing the Cadbury dairy milk no special
occasions are required. People can easily purchase it on regular basis.
Occasionally such as Diwali, Raksha Bandhan, etc are times when the
sales of Dairy Milk increases.
User status: they are mainly the regular users founded in the user
status of Cadbury dairy milk.
Gifts: people now give dairy milk as gift on occasions.
Benefits: we are providing good quality product at economical prices.
Keep the customers fitness in mind we are providing chocolates coted
with nuts.
COMPETITORS
ANALYSIS

1)MARS
Considered as a top manufacturer of confectionary
products, Mars was founded in the year 1911 and headquartered in the
United States. Apart from confectionery products, it is also into
production of pet food and other products related to food. Mars
confectionary products include Mars bars, M&M’s, Skittles, Snickers,
Milky Way bars and Twix.

2)HERSHEY’S
The most popular chocolate and liked by many, Hershey’s is an
American company that has been into the chocolate factory since
1894. It is headquartered in Pennsylvania and considered as one of the
largest manufacturing company in chocolate. Hershey’s chocolate is
available across the United States. Hershey’s production of chocolate
mainly focuses on four main flavours which are milk, white, dark and
gold.

3)NESTLE
Nestle is a food and drink company which is headquartered in
Switzerland. Nestle is considered as one of the largest food company
in the world. It has around 2000 brands and their main products
include medical food, baby food, bottled water, breakfast cereals,
confectionery products, coffee, tea and many more.

4)LINDT
Considered in the market as a lead producer of quality chocolate,
Lindt&Sprungli is a Swiss chocolate and is headquartered in
Switzerland. The main products of Lindt Company are chocolate,
confectionery, and ice cream. The company produces the wide array
of products in about 120 countries across the globe.
MARKETING
MIX
Product:
Chocolates is one product that doesn‟t need any introduction. It‟s got
a huge array of target audience. It ranges from Kids to Retired People.
It‟s a general notion that “Chocolates make us happy”. Chocolate is
one of those many goodies that are consumed during special
occasions or whenever one feels like. Cadbury a popular chocolate
maker has banked on the appealing factor of chocolates. Cadbury‟s
Dairy Milk has been a huge success and it‟s been a legend in the
chocolate industry since centuries. Dairy Milk is the flagship brand of
the company. Something about Dairy Milk: The main ingredient of a
chocolate is cocoa – the heart of the sweetest delicacy in the world –
is bitter! Amazing! Practically all varieties of cocoa is classified under
Ingredients:
The quality of the product is good enough for an Indian to accept. Its
quality and the “feel good” factor of the product is far higher than the
rest of the chocolate products in the market. The utility of Dairy Milk
has generally been higher than the rest of its competitor‟s products.
Cadbury‟s Dairy Milk has become so popular over the time that the
people have started equating chocolate to Cadbury‟s Dairy Milk.

Price:
 India is a price sensitive market considering the income levels of the
consumers and the demographics. Cadbury has priced its products in
such a way that even a person from the low income group could
afford a Dairy Milk. Dairy Milk is widely accepted across all income
groups. Cadburys dairy milk has the strategic vision of “One Cadbury
in every pocket”. The company aims at offering Dairy Milk at
affordable prices to increase sales and achieve a greater market share.
Hence, Cadbury is the market leader. Dairy Milk is available in the
price range of Rs.5 to Rs.60 and the price varies with the pack size.
The different packets of Dairy Milk that are available at different
prices are Rs.5, Rs.10, Rs.16, Rs.30, Rs.40 and Rs.60.

PROMOTION MIX:
Cadbury has always been in the forefront when it came to promoting
its brand value. It understood the changing mindsets and trends going
on in India. Mentioned below are a few commercials by which
Cadbury promoted its brand value.
"Kuch Meetha Ho Jaye".
There was a time when Cadbury was a product solely promoted for
Kids and off late Cadbury is being promoted as a sweet one feels like
having post dinner.
"ShubhAarambh"
Cadbury has tapped the Indian Tradition of having something sweet
before accomplishing an auspicious task or deed. ShubhAarambh
means a Fortunate beginning.
“ Aaj Pehli Tarikh Hai”
It indicates that 1st day of the month is the pay day. Majority of the
Indian Population resides in the rural areas. The perception of money
for a Rural Indian is far higher than an Urban Indian. Hence the pay
day of every month is indeed a big day for the Villagers. So its time to
have something sweet when wealth ushers in every month. That‟s
where Cadbury comes in and offers inexpensive and quality sweets to
the Rural Indians.

PLACE MIX:
Cadbury‟s products are available in over a million outlets across the
country. Cadbury Products are sold to Small Grocery shops, General
Stores, Chemists, Departmental Stores, Malls, Airports amusement
parks etc.
Cadbury's distribution network encompasses 2100 distributors and
450,000 retailers. The company has a total consumer base of over
65mn.
A Wide Area Network comprising of 31 VSATs across the country
connect the branch offices, factories, depots and the corporate office.
This is used for e-mail and accessing SAP/R3, which is the
application package, used across the Cadbury Group. The
implementation of SAP gives them up-to-date information in terms of
stocks at factories and depots, sales across the country, and the
financial impact of all the above transactions at any given moment of
time.
Cadbury has improvised the quality of its products sold at several
points by installing refrigerators at several outlets.