Hussain

Pronita
Rashi
sadhna
Executive Summery
Company Analysis
Customer Analysis
Competitor Analysis
SWOT Analysis
PEST Analysis
Market Segmentation
Selected marketing Strategy (4Ps)
Short and Long term projection
Conclusion
Cadbury India is a food product company with
interests in Chocolate Confectionery, Milk Food
Drinks, Snacks, and Candy. Cadbury is the market
leader in Chocolate Confectionery business with a
market share of over 70%. Some of the key brands
of Cadbury are Cadbury Dairy Milk, 5 Star, Perk,
Eclairs, Celebrations, Temptations, and Gems. In
Milk Food drinks segment, Cadbury's main product
- Bournvita is the leading Malted Food Drink in the
country.
Sell three kinds of confectionery: chocolate,
gum and candy
operates in over 60 countries.
35,000 direct and indirect suppliers.
187 years old.
45,000 people are employed.
The Company
Parent Company: Cadbury plc

Indian Subsidiary: Cadbury India Ltd (CIL)

Cadbury is the Worlds No 1 confectionery

company and is 200 years young...

The Mission
Mission – “Cadbury in every pocket”
Important factors for Customer (Value drivers)
Customer‟s Decision making Process
1. Cadbury - Cadbury, 5 Star, Bytes (chocolate
snack), Celebration, Dairy Milk, Gems, Perk

2. Nestle - Bar One, Kit Kat, Milky bar, Munch,

Nestle

3. Amul - Amul (Chocozoo, Chocomines)

4. Dairy Milk is the market leader

5. 5 Star (heritage brand which came to India in

1969) has a market share of over 14%
Strength
Reputed internationally as the topmost chocolate
provider in the world.
The brand is well known to people & they can easily
identify it from others.
Cadbury the world leaders in chocolate, is a well-
known force in marketing and distribution.
Users have a positive perception about the qualities
of the brand.
Cadbury has well adjusted itself to Indian custom.
Weaknesses
There is lack of penetration in the rural market
where people tend to dismiss it as a high end
product. It is mainly found in urban and semi-urban
areas.

It has been relatively high priced brand, which is

turning the price conscious customer away.

People avoid having their chocolate thinking about

the egg ingredients.
Opportunities

The chocolate market has seen one of the greatest

increases in the recent times (almost @ 30%)

There is a lot of potential for growth and a huge

population who do not eat chocolates even today
that can be converted as new users.
Threats
There exists no brand loyalty in the chocolate
market and consumers frequently shift their
brands.

New brands are coming and existing brands are

introducing new variants to add up to an already
overcrowded market.
Political

Political decisions can affect Cadbury‟s, these can

be either advantages or disadvantages, if taxes
increase, therefore consumers decrease and sales
of stock decrease. However if taxes decrease the
likelihood is consumers will buy more.

The Government is very concerned about obesity.

Heart problems are costing the NHS more each year
Economical
If the minimum wage was brought down, this
would mean more money for Cadbury‟s but would
also result in low sales from the consumers.

The interest rates can have an affect on

Cadbury‟s. If the interest rates were high then
Cadbury would not want to borrow as much money
for expansion.
Social
Trend in snacking – increase in people eating on
the „go‟ (Vending machines)

Local residents with small businesses near

Cadbury‟s World would benefit from the money that
is being brought in by visitors.

More people are health conscious – will read

ingredient content.
Technological
Better equipment

Cost of machinery

New machinery

Maintenance
Demographic
Age Group – (3 years to 18 years)
(18 years to 25 years)
(25+ years)

Behavioral
Occasions- Diwali, Rakhsha Bandhan etc.

Psychographic
Cadbury become a part of lifestyle.
Product
 Cadbury dairy milk  Bubbaloo
 5 – Star  Bournville
 Perk  Dairy milk silk
 Celebrations  Halls
 Temptations
 Éclairs
 Gems
Price
Discount-Discount offers in festive Sessions.

Price is an important element of the marketing

mix. The price charged for a chocolate bar can
determine whether a consumer will buy it and the
level of sales achieved can determine whether or
not Cadbury Schweppes will make a profit
Place
Cadbury dairy milk is produced at the chocolate
factory –

Manufacturing facilities at:

1) Thane, 2) Induri (Pune), 3) Malanpur (Gwalior),
4) Bangalore 5) Baddi (Himachal Pradesh)
Promotion
Advertisement on TV.

Internet.

Newspapers, Magazines.

Hoarding

Promotion Through Brand Ambassadors.

Cadbury should bring out new products for health
conscious people.

It should continue to promote itself as substitute to

mithai.

Should use Indian ads and avoid global ads in India.

New flavors should introduce like strawberry,

orange, vanilla etc.
There is an immense scope for chocolate industry
in India.

 Understanding consumer preferences and

demands is the key to growth.

Pricing, quality , flavors and pack size are some of

the important factors.

Brand loyalty should be maintained.