(Faculty of Management Studies – B.Com Hons.

Name: Mayursinh Zala

Div.: A
Class: B.Com Hons. Sem-4
Enrollment No: 92100458012
Subject: Principle of Marketing
Academic year: 2022 – 23

Project Submitted to:

Dr. Sagar S Lalka
Subject Faculty – Principles of Marketing
Faculty of Management Studies

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Group Names: Mayursinh Zala

Ajit Kuvadiya
Chitransh Meena
Renish Ravani

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About the Company

CADBURY- An Introduction

Cadbury, formerly Cadbury's and Cadbury Schweppes, is a

British multinational confectionery company 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 Greater 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.
Cadbury was founded in 1824, in Birmingham, England, by John
Cadbury (1801–1889), a Quaker 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 Bourneville estate, a model village designed to give
the company's workers improved living conditions. Dairy Milk
chocolate, introduced by George Jr in 1905, used a higher
proportion of milk in the recipe than rival products. By 1914, it
was the company's best-selling product. Successive members of
the Cadbury family have made innovations with chocolate
products. Cadbury, Rowntree's and Fry's, were the big three British
confectionery manufacturers throughout much of the 19th and 20th
centuries.
Cadbury was granted its first royal warrant from Queen Victoria in
1854. It held a royal warrant from Elizabeth II from 1955 to
2022. 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

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already differed between various countries since 2006. In 1992,

chairman of the company for 24 years, Sir Adrian Cadbury,
produced the Cadbury Report, a code of best practice which served
as a basis for reform of corporate governance around the
world. 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 Inc. in 2010.

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How Cadbury Started (Story of Brand’s

Origin)
1800–1900: Early history
In 1824, John Cadbury, a Quaker, began selling tea, coffee and
drinking chocolate in Bull Street in Birmingham, England. From
1831, he moved into the production of a variety of cocoa and
drinking chocolates, made in a factory in Bridge Street and sold
mainly to the wealthy because of the high cost of production. In
1847, John Cadbury became a partner with his brother Benjamin
and the company became known as "Cadbury Brothers". In 1847,
Cadbury's competitor Fry's of Bristol produced the first chocolate
bar (which would be mass-produced as Fry's Chocolate Cream in
1866). Cadbury introduced his brand of the chocolate bar in 1849,
and that same year, Cadbury and Fry's chocolate bars were
displayed publicly at a trade fair in Bingley Hall, Birmingham. The
Cadbury brothers opened an office in London, and, in 1854, they
received the royal warrant as manufacturers of chocolate and cocoa
to Queen Victoria. The company went into decline in the late
1850s.

1900–1969

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The packing room at Bourneville, circa 1903

In 1905, Cadbury launched its Dairy Milk bar, a high-quality
product with a greater proportion of milk than previous chocolate
bars. Developed by George's son, George Cadbury Jr (along with
his research and development team), it was the first time a British
company had been able to mass-produce milk chocolate. From the
beginning, it had the distinctive purple wrapper. It was a great sales
success, and became the company's bestselling product by
1914. The stronger Bourneville Cocoa line was introduced in 1906.
Cadbury Dairy Milk and Bourneville Cocoa were to provide the
basis for the company's rapid pre-war expansion. In 1910, Cadbury
sales overtook those of Fry for the first time.
In 1919, Cadbury merged with J. S. Fry & Sons, another leading
British chocolate manufacturer, resulting in the integration of well-
known brands such as Fry's Chocolate Cream and Fry's Turkish
Delight.

Schweppes merger (1969)

The Cadbury Schweppes logo used until the demerger in 2008

Cadbury merged with drinks company Schweppes to form Cadbury
Schweppes in 1969. Head of Schweppes, Lord Watkinson, became
chairman, and Adrian Cadbury became deputy chairman
and managing director. The benefits of the merger were to prove
elusive.
Acquisition and subsidiary (2009)
On 7 September 2009, Kraft Foods made a £10.2 billion (US$16.2
billion) indicative takeover bid for Cadbury. The offer was

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rejected, with Cadbury stating that it undervalued the

company. Kraft launched a formal, hostile bid for Cadbury, valuing
the firm at £9.8 billion on 9 November 2009. The UK Business
Secretary Peter Mandelson warned Kraft not to try to "make a
quick buck" from the acquisition of Cadbury.
On 19 January 2010, it was announced that Cadbury and Kraft
Foods had reached a deal and that Kraft would purchase Cadbury
for £8.40 per share, valuing Cadbury at £11.5bn (US$18.9bn).
Kraft, which issued a statement stating that the deal will create a
"global confectionery leader", had to borrow £7 billion
(US$11.5bn) in order to finance the takeover.
India
Cadbury India

Industry manufacture of cocoa,

chocolate and sugar
confectionery 
Founded 19 July 1948
Headquarters Mumbai, India
Key people Anand Kripalu, Managing
Director[134]
Products Cadbury Dairy Milk, 5-star,
Perk, Gems,
Eclairs, Oreo and Bournvita
Number of 2000
employees
Website cadburygifting.in
In 1948, Cadbury India began its operations in India by importing
chocolates. On 19 July 1948, Cadbury was incorporated in India. It
now has manufacturing facilities in Thane, Induri (Pune)
and Malanpur (Gwalior), Hyderabad, Bangalore and Baddi

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(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
Mumbai since 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 Agricultural
University to undertake cocoa research.
Currently, Cadbury India operates in five categories – Chocolate
confectionery, Beverages, Biscuits, Gum, and Candy. Its products
include Cadbury Dairy Milk, Dairy Milk Silk, Bourneville,
Temptations, Perk, Eclairs, Bourn Vita, Celebrations, Gems,
Bubbaloo, Cadbury Dairy Milk Shots, Halls, Bilkul, Tang,
and Oreo.
It is the market leader in the chocolate confectionery business with
a market share of over 70%. On 21 April 2014, Cadbury India
changed its name to Mondelez India Foods Limited. In 2017,
Cadbury/Mondelez agreed to pay a $13 million FCPA penalty for
making illicit payments to government officials to obtain licences
and approvals to build a factory in Baddi.
As part of Cadbury's efforts to innovate and its focus on
experiential marketing, Cadbury recently opened "The Purple
Room". The room is located at the newly inaugurated Jio World
Drive (JWD) Mall in Bandra Kurla Complex, Mumbai, inside the
superstore – Freshpik. It is home the world's first customer facing
3D Cadbury chocolate printer and aims to offer a premium
chocolate experience. The store offers 28 chocolate designs in 3D,
including all alphabets for a personalized and unique experience,
available for a limited time.

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Name of the Product and Images

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Cadbury India has launched many varieties of chocolate like

All favorite Dairy Milk which is the hero product of the Cadbury,
Gems, Silk (Bubbly, Roasted Almond, Fruit & Nut, Oreo, & etc.),
Temptation, Gems Balls, Nutties, Perk, Shots, Bourn Vita, Cake &
etc.;
Cadbury has built a strong name and good brand name in the
Indian market.
Which satisfies the needs and wants of the customer from kid to
elder.

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Brand Ambassador/Celebrity Endorsed by

Firstly, Brand Ambassador of Cadbury India was a leading star of

that era Amitabh Bachchan
Alia Bhatt For Perk
Shah Rukh Khan for Diwali Pack/Festival Pack Celebration
Kartik Aryan For Dairy Milk Silk
Aishwarya Rai Bachchan for Dark Milk
Kriti Sanon, Rishabh Pant, Yuvraj Singh for Fuse, etc.

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Price list and tags of each product

Dairy Milk Price starts from Rs. 5 to Rs. 45

Dairy Milk Silk Price starts from Rs. 75 to Rs. 195
Perk Price starts from Rs. 2 to Rs. 10
Lickables Price is Rs. 45
Temptation Price starts from Rs. 90 to Rs. 100
Bournville Price is Rs. 45 and Rs. 85
Fuse Price is Rs. 20 and Rs. 35
Halls Price is Rs. 1/per Toffee
Oreo Price starts from Rs. 10 to Rs. 35
Gems Price is Rs. 5 and Rs. 10
Tang Price starts from Rs. 10 to Rs. 220
Dark Milk Price is Rs. 99, & etc.

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Promotional Posters

Through T.V Advertising

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Hoardings

Magazine Ads.

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Name of the places where the product is

available

Cadbury Sells its product to the wholesalers and retailers among

the World through their distribution channel.
Its also Available in Online Platform like Big basket, Flipkart, Jio
smart, Amazon, etc.
Supermarket is a dealer of the Cadbury Product.

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Additional information related to

marketing strategy/activities related to
company/brand

The marketing strategy of Cadbury has helped the brand create

such a place in the hearts of Indian customers that the first thing
that comes to our minds when someone says “chocolate” is
“Cadbury”.
A certain class of Indians does not even say the word “chocolate”,
they’d say “Would you like to have a Cadbury?” Such has been the
influence of Cadbury on its consumers’ minds.

Target Audience of Cadbury

Cadbury’s Social Media Marketing Overview

1. Facebook and Instagram
2. Cadbury’s Brands on YouTube

Marketing and Advertising Campaigns of

Cadbury
1. Stay Home Stay Safe: At Home with Oreo – A
Cadbury Oreo Campaign
2. A Lovely Campaign: How Far Will You Go For Love?
– A Dairy Milk Campaign
3. A Heart-Touching Campaign: Kuch Meetha Ho Jaaye
– A Dairy Milk Campaign

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4. Cadbury’s Valentine’s Day Campaign 2023 Helps

Couples Make the Day Memorable

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