The sweetest story

ever told… or heard

ans
be
te
la
co
 HISTORY OF CADBURY
 Started by John Cadbury
 Factory in Bourneville in
1861- largest chocolate
production in U.K
 1897- Manufactured 1st
milk chocolate.
 1950- First overseas
factory near Hobart,
Tasmania.  Today the largest
 1960’s- Larger factory confectionery
with his brother selling company in the
16 type of drinking world;70,000+
chocolates. employees.
CADBURY
INDIA
In India, Cadbury began its operations in 1948 by
importing chocolates.

It today has 5 company-owned manufacturing facilities

& 5 sales offices in 5 metros. The corporate office is in
Mumbai.

Cadbury enjoys a value market share of over 70% - the

highest Cadbury brand share in the world! The brand
Cadbury Dairy Milk is considered the "gold standard" for
chocolates in India.
 VISION
 The Barrow Cadbury’s Trust’s Vision is of a peaceful,
equitable society free from discrimination and based
on the principle of social justice for all.

MISSIO
N Mission is to
The Barrow Cadbury’s Trust’s
promote social justice through grant making,
research, influencing public opinion and policy and
supporting local communities.
 OBJECTIVES
 To become the World’s Biggest and Best
Confectionery Company.
 To make lots of chocolate & improve the quality of
their chocolate.
 Have loads of stores worldwide.
 To be an ongoing company & achieve revenue growth
of 20% per year.
 Increase earnings by 15% annually & dividends per
share by 7% per year.
 ACHIEVEMENTS
• 2008- SILVER award for the 'Most Effective Use of
Advertising‘.
• 2008- Cadbury India has been ranked as the 7th Great
Place to Work and the No. 1 FMCG company in India.
• Cadbury Dairy Milk & Bournvita have been declared a
`Consumer Super brand' for 2006-07.
• Cadbury India has been ranked 5th in the FMCG sector,
by Business World magazine in 2007.
THE 4P’s OF
CADBURY
 PLACE
 Produced at the chocolate factory in Bourneville in
Birmingham.
 It is then transported to the stockrooms.
 After this Cadbury sells it products to shops
that deal with beverages and confectionery e.g. corner
shops, superstores.
 They then sell it to the general
public.
PLACE
Five company-owned
manufacturing facilities:
Thane
Induri (Pune)
Malanpur (Gwalior)
Bangalore
Baddi (Himachal Pradesh)
THESE
4 sales offices: FACTORIES
CHURN OUT
New Delhi
CLOSE TO 8,000
Mumbai TONNES OF
Kolkota CHOCOLATE
Chennai ANNUALLY

Corporate/Head office:
Mumbai
 PRODUCT
 Cadbury Dairy Milk is made from Real Chocolate
 Its ingredients include cocoa butter
 There is a glass and half full cream dairy milk in every 200
grams of Cadbury dairy milk chocolate
 Cadbury buys 65 million liters of fresh milk each year to
make Cadbury dairy milk chocolate
 PRODUCT
 Bars

 Cakes &
Biscuits

 Drinks

 Ice Creams &

Desserts
 PRICE
 Adopted competitive pricing strategy for the basic product
 Whereas premium pricing on other variants
 Cut down on weight but did not increase cost
e.g. 5 Rs pack was of 13gm but now it is 10.5gm
 PROMOTION
CAMPAIGN TARGET
Real Taste of Life Child in adult

Khanewalon ko khane ka Wider masses

bahana chahiye
Pappu Pass Ho Gaya Youngsters

Miss Palampur Rural masses

Kuch Meetha Ho Jaaye Conversion of sweet consumers to chocolate for

special occasions
Khane ke baad Meethe Targeting the habit of Indians to have desserts
mein Kuch Meetha Ho after meals
Jaaye
Shubh Aarambh Targeting the belief of Indians that anything
begun by having something sweet provides good
luck
 PROMOTION
The BIG B Factor
 The big factor that has pushed up CDM sales is the
Amitabh Bachchan campaign.
 It helped restore consumers' faith in the quality of the
product
 MARKETING STRATEGY
 Brand Building

 Innovative & Attractive

Packaging

 Introducing New Products

 Market Positioning
 5 C’S

 COMPANY
 CUSTOMERS
 COMPETITORS
 CLIMATE
 COLLABORATORS
 MARKET
SEGMENTATION
 Geographic segment
 Demographic segment
 Behavioral segment
 Psychographic segment
MARKET SEGMENTATION
GEOGRAPHIC DEMOGRAPHIC
 Region  Age
 Countries  Gender
 Climate  Family Life cycle
 Income
MARKET SEGMENTATION
PSYCHOLOGICAL BEHAVIORAL
 Attitude Toward The  Occasions
Product  Benefits
 Life Style  Usage rate
 SWOT ANALYSIS
Strengths Weakness
•Well established brand •Dental problems with
•Huge market share 70% chocolates consumption
•Rich product mix •Little penetration in rural sec
•Aggressive marketing •Other competitors have better
•Price according to Indian international experience
market

Opportunities Threats
•Increase share through •Cut throat comp : Nestle Amul
targeted acquisition •Entry of international brands
•Increases acceptance of •Obsession with calories
Globalization in sector. •Negative publicity and
•Innovative un captured controversies
market
 MY SUGGESTIONS
 Bring out new products for health conscious
people.
 Continue to promote itself as substitute to mithai.
 Choco-biscuits should be introduced.
 Should use Indian ads and avoid global ads in
India.
 Consider attractive display or its own ‘Chocolate
boutique’ (retail store).
 Special chocolates for Christmas should be
introduced e.g. rum, champagne flavored
 New flavors like strawberry,orange,vanilla etc.
 CONCLUSIONS
 There is an immense scope for chocolate industry
in India
 Indian chocolate industry is unique mix with
extreme consumption patterns, attitudes, beliefs,
income level and spending
 Understanding consumer preferences and
demands is the key to growth
 Pricing, quality , flavors and pack size are some of
the important factors
 Economical distribution using proper supply chain
management is necessity
 Brand loyalty should be maintained
T
H
A
N
K

Y
O
U