“PROJECT REPORT ON

INNOVATIVE PRODUCTS OF CADBURY’’

Towards the Partial fulfilment of degree of
Masters of Business Administration
(LD)-2
2021-2023
SUBMITTED TO: SUBMITTED BY:
DR.HARSANDEEP KAUR GAVLEEN KAUR
7622

GENERAL SHIVDEV SINGH DIWAN GURBACHAN SINGH

KHALSA COLLEGE, PATIALA
 INTRODUCTION –CADBURY

Cadbury Ltd., a confectionery company

owned by Kraft Foods until 2010, is one of the
top five global confectionery companies.
Founded by John Cadbury in 1824, the first
shop opened in Birmingham to sell some
cocoa and drinking chocolate, tea and coffee.
John opened the shop with a belief that as
alcohol as the main cause of poverty, the
products he served might get handy. By the
early 1840s, he was selling more than 15 kinds
of drinking chocolate and about 11 cocoa
styles. And now the company stands for 188
years with around 34 product creations and
still is succeeding to continue.
The Cadbury brothers, Richard and George,
sons of John, took the company further in the
market full of competition and created tools so
as to keep their confectionery brilliance in the
people’s minds. To keep continuing the pace
they had to come with a lot of innovations that
other companies can’t even imagine.
In 1866 they proposed an innovative technique
to press cocoa. Though it was a big risk to
enrol to but it created a new product called
“Cocoa Essence” which turned this small
company to a worldwide success.
But nothing can beat the “Glass And A Half”
message which spread the world like a wild
fire. The message was attached to the famous
Cadbury Dairy Milk and due to this message
the product became the most sold chocolate in
the world.In 1948, Cadbury India as a subsidy
of Cadbury Ltd. and Kraft Foods Inc. was
started in India.
Today, after 60 years, it operates in four
categories viz. Chocolate Confectionery, Milk
Food Drinks, Candy and Gum category. Some
of the key brands are Cadbury Dairy Milk, 5
star, Perk, Éclairs and Celebrations.
 FOUNDER OF CADBURY

In 1824, John Cadbury opened a grocer's shop

at 93 Bull Street, Birmingham. Among other
things, he sold cocoa and drinking chocolate,
which he prepared himself using a pestle and
mortar.
Type: Subsidiary
Industry: Confectionery
Founded: 1824 (199 years ago) in
Birmingham, England
Founder: John Cadbury
Headquarters: Uxbridge Business Park,
Greater London, England
Key people: Dirk Van de Put
(Chairman & CEO)
Products: Cadbury Dairy Milk, Dairy Milk
Silk, Bournville, Temptations, Perk, Eclairs,
Bournvita, Celebrations, Gems, Bubbaloo,
Cadbury Dairy Milk Shots.
Parent: Mondelez International.

PURPOSE OF
INNOVATION
Today, this company have more than ten
manufacturing plant in different countries and
operates in 30 more countries. They doesn’t
sell chocolate only, they have 12 distinct
brands. After mars, Cadbury is the second
largest cookies manufacturing company in the
world.
“The mission and vision of Cadbury Company
are to serve quality products, they also
promise to deliver improved products.”
Cadbury Mission Statement
Cadbury mission statement is: “Cadbury
means quality; this is our promise. Our
reputation is built upon quality; our
commitment to continuous improvement will
ensure that our promise is delivered.”
Cadbury Vision Statement
Cadbury’s vision statement is “Working
together to create brands people love”.
Values of Cadbury
The core values are –
 Respect for other people
 Taking responsibility
 winning as a team

TYPES OF INNOVATION
Like Coca-Cola, Cadbury has innovated
through introducing line extensions. As well
as developing new flavours, the brand has also
created new formats. Take Wispa as an
example: the popular chocolate bar is now
available as a hot chocolate and a snacking
bag. By using an incremental approach to
innovation, Cadbury has been able to open up
additional sources of revenue.

1. Dairy Milk Medley bar

Cadbury has launched its new Dairy Milk

Medley bar. Designed for consumers who
want a healthier way to indulge, this treat
combines small portions with popular
inclusions. The new Dairy Milk Medley bar
consists of a soft chocolate centre filled with
visible inclusions and wrapped in Cadbury
Dairy Milk chocolate.
2. Classic Cake Bars Are Rebranded as Fun
Mini Rolls

The goal of the rebranding was ultimately to

create a bold, fun and "big personality" for the
snack that would make flavours like
Raspberry, Milk Chocolate, Orange and
Banana seem to shout at consumers from the
shelves of stores.
3. Cadbury mini eggs
The 2016 Cadbury Easter packaging follows
along with the themes that the iconic British
confectionery brand has come to be known
for, while it also infuses the design scheme
with new life. Included in the new range of
designs are Cadbury's Mini Eggs, Cream Eggs
and Easter gift sets.
4. Cadbury White Confetti
Not stopping at your day-to-day milk
chocolate, Cadbury has even launched a
brand-new white chocolate bar earlier this
year. Yep! We're talking about your classic
Cadbury white chocolate, paired with oat
biscuit pieces and milk chocolate beans (pretty
delicious, if you ask us).

HOW WAS THE

INNOVATION
COMMERCIALISED?
The company’s popularity rose in 1994 when
it launched its marketing campaign “Asli
Swad Zindagi Ka” (the real taste/essence of
life). The ad campaign promoted the Cadbury
chocolate to the adult population; as earlier,
the promotion was limited and aimed only at
kids. This campaign marked a turning point in
the company’s business in India. It was a
pioneering campaign that focused on the
concept that everyone is young at heart, and
it’s time to let that part of oneself shine.
After that, Cadbury became famous for its
heart-warming and unique advertisements that
kept on evolving through the years. Soon,
Cadbury chocolate became closely associated
with the word “Meetha” (sweet), which was a
well-thought-out strategy to counter traditional
sweets in India.
 Cadbury Milk Shots: Mann Mein
Laddoo Phoota
This campaign was launched for Cadbury’s
milk shots. This was another iconic and
memorable ad campaign that resonated with
the audience.
It was wildly successful as it compared the
chocolate shots to a traditional laddoo, giving
people something to hang on to. Ogilvy
further created another series of memorable
ads, followed by “Beta, Mann Mein Doosraa
Laddoo Phoota?”
 Cadbury Dairy Milk Silk: Kiss Me
Advertising jingles are great tactics to
establish your brand entertainingly and
memorably. And Cadbury has fully exploited
this tactic with its “Kiss Me” jingle.
This ad with the jingle was launched for
Cadbury Dairy Milk Silk chocolate. And ever
since, it has been used in various ads. One of
the first “Kiss Me” ads showcased two young
puppeteers longing so much for the Dairy
Milk Silk that they began indulging while
amid a performance. The ad highlighted the
irresistibility of Silk chocolate and made it an
in-demand product.
 Cadbury Dairy Milk Silk: How Far Will
You Go For Love?
This was another one of Cadbury’s iconic ads
primarily targeted at millennials. It was
launched for Valentine’s Day, an outstanding
move that helped rope in many sales. The
message in the campaign was simple–This
Valentine’s Day, how far will you go for your
love? It featured the hashtag
#PopYourHeartOut. It was a great campaign
that romanticized the idea of enjoying Dairy
Milk Silk on Valentine’s Day. It also featured
the famous youth icon, Kartik Aryan.

LEADERSHIP ISSUES OF
CADBURY
2003 Cadbury Controversy
In 2003, Cadbury’s reputation was jeopardized
because of the Dairy Milk worm scandal.
Consequently, the sales took a dip by 30%.
For several months, the company did not even
launch any marketing campaign. However,
they came up with an advertising plan that
talked about their new purity seal packaging
when they did. Owing to its creative
marketing tactics, the company rose from the
controversy and got back on its feet in no
time.
In 2004, Cadbury improved its branding and
signed Mr. Amitabh Bachhan as its first
celebrity ambassador. He not only assured
people of Cadbury’s purity but once again
helped the company to boost consumerism and
establish itself as a trusted brand. Over the
years, Cadbury has consistently adjusted to
India’s changing sentiments and culture. This
has helped it to become a leading household
name.
The company also creatively launched
Cadbury Celebrations for every festival and
occasion, thus becoming a leader in the
industry.

RESULTS OF CADBURY
Today, Cadbury is the second largest
confectionary brand in the world after
Wrigley’s, operating in more than 50 countries
worldwide and selling products across the
globe. Some of Cadbury’s most famous and
popular products include Cadbury Dairy Milk,
Crème Egg, Wispa and Roses, to name but a
few.
 Its popularity rose in 1994 when the 'Asli
Swad Zindagi Ka' meaning (The real
taste/essence of Life) ad where the girl started
dancing on the cricket field while enjoying the
bar. This changed the view that Chocolates
though not a part of the Indian culture, was to
be enjoyed by all age groups. Dairy Milk came
to be known for its unique and loveable
advertisement with catchy jingles throughout
the years, which evolved. The chocolate was
associated with the word ‘Meetha’ (sweet) a
strategy adopted to counter traditional sweets
in India.