TITLE OF PROJECT

Marketing Strategies of Cadbury

introduction

Ever since CADBURY factory was set up in India in 1947, Cadbury

chocolates have ruled the hearts of Indians with their fabulous taste
Considering the penchant we Indians have for sweets, its not
surprising that these sweet, smooth, milky & delicious chocolates are
the best childhood gift any Indian child could get Thank God for
young JOHN CADBURY who ventured into the chocolate business
over 150years age, way back in England, in 1824.Long gone is the
dry chocolate supplied by John Cadbury in his Birmingham grocery
store Today more than 250 million bars of Dairy Milk are produced &
consumed every year.
Cadbury India began its operations in India in 1948 by importing
chocolates. It now has manufacturing facilities in Thane, (Pune) and
(Gwalior),Hyderabad, Bangalore and (Himachal Pradesh) and sales
offices in New Delhi ,Mumbai, Kolkata and Chennai. The corporate
head office is in Mumbai. The head office is presently situated at
Pedder Road, Mumbai, under the name of "Cadbury House" .This
monumental structure at Pedder Road has been a landmark for the
citizens of Mumba is in its creation. Since 1965 Cadbury has also
pioneered the development of cocoa cultivation in India. For over two
decades, Cadbury has worked with the Kerala Agricultura University
to undertake cocoa research. Cadbury was incorporated in India on 19
July 1948. Currently, Cadbury India operates in five categories.
 Chocolate confectionery, Beverages, Biscuits, Gum and Candy.
Some of the key brands are Cadbury Dairy Milk, Bourn vita, 5 Star,
Perk, Bourneville, Celebrations, Gems, Halls, Éclairs, Bubalus, Tang
and Oreo. Its products include Cadbury Dairy Milk, Dairy Milk Silk,
Bourneville, 5-Star, Temptations, Perk, Gems (a version of M&M's),
Éclair Bourn Vita Celebrations, Bilbul Cadbury Dairy Milk Shots,
Toblerone, Halls, Tang and Oreo .it is the market leader in the
chocolate confectionery business with a market share of over70%.
Cadbury India, on 21 April 2014, changed its name to Mondelez India
Foods Limited.

This Photo by Unknown Author is licensed under CC BY-ND

 OBJECTIVE OF THE PROJECT
My main objective of the study on this project is to de most rate the
marketing strategies of Cadbury India Ltd And to arrive at my
findings, I have done few analysis:-(a)

SWOT Analysis(b)

PEST Analysis
And also 5 P‟s of Marketing:

1.Product

2.Price

3.Physical Distribution

4.Promotion
5.Positioning

LERATURE REVIEW
1.Paul Rozin (1991) in his article states that Chocolate is the most
craved food among females, and is craved by almost half of the
female sample (in both age groups). Although this craving is related
to a sweet craving, it cannot be accounted for as a craving for sweets.
About half of the female cravers show a very well-defined craving
peak for chocolate in the premenstrual period, beginning from a few
days before the onset of menses and extending into the first few days
of menses. There is not a significant relation in chocolate craving or
liking between parents and their children.
2. Sarah Hogget (1994) says that a controversial, government
endorsed campaign to tackle obesity by encouraging children to
exchange chocolate bar wrappers for sports equipment. A company
like Cadbury is capable of delivering 12 million messages into the
market place and engaging young people in positive dialogue. Under
the scheme, school-children get “free” equipment when they collect
tokens from Cadbury chocolate bars. It has been calculated that child
need to collect tokens from 5440 chocolate bars for a net and set of
volleyball posts.
3.Lipp (1998) in his view states that his work reviews the literature on
the compositional data of vegetable fats used or proposed as
alternatives to cocoa butter in chocolate and confectionery products.
Cocoa butter is the only continuous phase in chocolate, thus
responsible for the dispersion of all other constituents and for the
physical behaviour of chocolate. Unique to cocoa butter is its
brittleness at room temperature and its quick and complete melting at
body temperature. There were, and are, strong efforts to replace cocoa
butter in part for chocolate production for technological and economic
reason.
4.Philip K. Wilson (1999) from his view says that in 1753, the noted
nosologist, Carl Linnaeus, named it Theobroma cacao, food of the
Gods. Two and a half centuries later, Joanne Harris emphasized this
exotic’s erotic sensations in her award-winning fiction debut,
Chocolate. For millennia, healers have touted its myriad medicinal,
yet mystical, abilities. By the 1950s, chocolate, what had long been
used as a drug, a food and as a source of currency, was being
marketed merely as a pleasure-filled snack. Over the next half
century, the craving to carve out chocolate’s healthy, medicinal
qualities resurged

5.Jan Wolgast (2000) feels that Cocoa beans are rich in polyphenols
in particular catechins and proanthocyanins. However, a sharp
decrease in quantity occurs during fermentation and drying of cocoa
beans and further retention has been reported during roasting.
Characterisation and in particular quantification of polyphenols in
chocolate has only been developed relatively recently. This work
reviews further on the literature on the available methodology for
analysis, quantification, isolation, purification, and structure
elucidation of polyphenols in cocoa components and other
commodities. The characterization and quantification of the
polyphenol composition is amongst the first steps to be done to
evaluate a putative contribution of chocolate to human.

6.Chakraborty (2010) in a study conducted in Hyderabad. In India he

identified the driving shopping, motives of Indian consumer. Factor
analysis three shopping motives two of which related to hedonic
shopping motive and one of the utilitarian. The factor was named as
diversion, socialization and utilitarian. Other dimension are store
attributes, shopping outcomes and shopping perceived cost. The
identified factor could be the key for discount stores for
understanding the shoppers
7. Dr Shende (2012) on his study “A comparative study of consumer
perception towards Cadbury and nestle chocolates with special
reference to Navi Peth Area in Solapur city” viewed that chocolate is
liked and eaten by all age groups of people