-An Overview

Presented By : Aayush Bhura (01) Haithong Wang (49) Niharika Khaitan(57) Pooja Agarwal(61)

Cadbury, the most loved chocolate brand in the world. A story that you will remember as the story of “The taste of life”. The Cadbury India’s no.1 Chocolate is able to share with their market insights based upon unparalleled breath of chocolate experience. Cadbury has grown from strength to strength with new technologies being introduced to make the Cadbury confectionary business, one of the most efficient in the world. The merge in 1969 with Schweppes and the subsequent development of the business have led to Cadbury Schweppes taking the led in both, the confectionary and soft drink market. Cadbury is a confectionery company now owned by Kraft Foods and is the industry's second-largest globally after Mars, Incorporated. Headquartered in Uxbridge, London, United Kingdom, the company operates in more than 50 countries worldwide.


Subsidiary of Kraft Foods



Products Revenue Operating income Net income Employees Parent Website

Northfield, Illinois, United States
See list of Cadbury products GB£5,384 million (2008) GB£388 million (2008) GB£364 million (2008) 71,657 (2008) Kraft Foods Cadbury.co.uk

Historical Background
The Company was Incorporated on 19th July, as a private limited company under the name of Cadbury-Fry (India) Private Limited and commences business soon thereafter. Cadbury introduced the `Five Star and Gems' chocolates in 1967 and 1968 respectively.

1948 1967


The name of the Company was changed from Cadbury-Fry (India) Pvt. Ltd., to Cadbury India Pvt. Ltd., on 7th June. It was converted into a public limited company on 11th June.


The Company received a certificate to manufacture 2,200 tones of chocolates at Indori.


In chocolate group, the Company launched new products such as `Crackle', `Orange', `Strawberry Krisp', `Mello', and `Wildlife bar'.
The Company undertook a modernization and rationalization program me at its Malanpur factory at a cost of Rs 40 crores.



-Cadbury's has introduced Perk Slims, a slimmer version of the Wafer. -The Company has relaunched Perk, its chocolate-coated wafer; it has four new layers covered in Cadbury Dairy Milk Chocolate.

2002 Cadbury India relaunched its flagship brand 'Cadbury Dairy Milk'. 2009 Cadbury launched a silkier and smoother flavor.Cadbury Dairy Milk Silk . 2004 Amitabh Bachchan was appointed the new brand ambassador for Cadbury Dairy Milk.

Oreo. As part of the deal Kraft will keep the Cadbury. On 9 February 2010.2 billion Twelve of the company’s iconic brands—including Cadbury. Kraft announced that they were planning to close the Somerdale Factory. Milka. . In June 2010 the Polish division. health & wellness and sustainability. Kraft Foods is a global snacks powerhouse with an unrivaled portfolio of brands. Dow Jones Sustainability Index and Ethibel Sustainability Index. was sold to Lotte of Korea. LU. It is the world’s second largest food company with annual revenues of $49. the company announced that Cadbury shares would be de-listed on 8 March 2010. Keynsham.2010 In June 2010 Kraft took over the Cadbury On 2 February 2010. Kraft secured over 71% of Cadbury's shares. Kraft. Maxwell House. Cadbury-Wedel. Standard & Poor’s 500. Nabisco. Trident and Tang—generate revenue of more than $1 billion annually. They make a delicious difference by fighting hunger and encouraging healthy lifestyles. marketing. A leader in innovation. Hall's and other brands along with two plants in Skarbimierz. Oscar Mayer. Kraft Foods is a member of the Dow Jones Industrial Average. Jacobs. Philadelphia. On 5 February 2010.

Notable Products .

1865: Cocoa Essence 1960: Dairy Milk Buttons 1875: Easter Eggs 1897: Milk Chocolate 1968: Picnic 1974: Snack 1983: Wispa 1985: Boost 1897: Fingers 1905: Dairy Milk 1908: Bournville 1915: Milk Tray 1920: Flake 1923: Creme Egg 1929: Crunchie 1938: Roses 1948: Fudge 1987: Twirl 1992: Time Out 1995: Wispa Gold 1996: Fuse 2001: BrunchBar 2010: Dairy Milk Silk 2011: BiscBits .

Anand Kripalu is its managing director and there are 2000 employees engaged in the company. Gems. Eclairs. Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. Currently.Cadbury India Limited Cadbury India began its operations in India in 1948 by importing chocolates. candy and gum category. 2011 published by Trust Research Advisory ranked Cadbury in the top 100 most trusted brands list. The Brand Trust Report. Cadbury was incorporated in India on 19 July 1948. . It products include Cadbury Dairy Milk. milk food drinks. Cadbury India operates in five categories: chocolate confectionery. Perk. Mr. India Study. The corporate head office is in Mumbai. Bournvita Celebrations and Bilkul It is the market leader in Chocolate Confectionery business with a market share of over 70%. 5-star.


Cadbury maintains the competitive advantage by effectively using the 4 Ps of marketing: • • • • Product Price Place Promotion .


Chocolates Beverages Biscuits Candy Dairy Milk Fruit & Nut 5 Star Perk Bournvita Drinking chocolate Oreo Eclairs Bubaloo Gems Temptation Milk Treat .

15 Perk Rs. Dairy Milk Rs. 5 Nutties Rs. 18 Bournvita (500 gm) Rs. 10 5 Star Rs. 10 Break Rs. and then progressively moving through them. 50 .Pricing Maximizing the returns involves identifying right price level for each segment. 22 Gems Rs. 104 Drinking chocolate Rs. 10 Friut and Nut Rs.

The other reason is arch rival Nestle reaches more than a million retailers.Physical Distribution – “Place” Cadbury’s own distribution network consist of • clearing and forwarding (C&F) agents • distribution stockiest. . Looking at the low penetration of the chocolate. a distribution expansion would itself being incremental volume. This increase in distribution is going to be accompanied by reduction in channel costs.

PLACE Induri Mumbai Thane Mumbai Branch Delhi Malanpur Kolkata Sales office Factory Bangalore Chennai Head Office .

. it had also entered into various marketing relationship with other portals. Ad spend in 2000 was about 14% of sales and the management said that plans to maintain as spend at this level in the current year also. pleasure – seeking child within. unselfish conscious. etc….Promotion It is the job of the advertising to communicate customer the wonderful feeling that he could experience by re-discoursing the careful. specially targeted during festivals and events such as Valentines day .

It has multiple varieties from a standard Dairy milk bar to Almond and Silk bar and the new celebrations pack targeting a wide range of customer needs . It basically takes into account the following factors: .PROMOTION CDM is well known for it’s catchy and appealing advertisements.

Consumers age groups. their interests and activities) Break Segment Impulse Segment Take Home Segment Cadbury takes into account all these factors when producing a range of products. It targets different segments within the market .Market segmentation.g. material states income etc…) The lifestyle of consumers (i. gender. targeting and positioning Cadbury’s Market Segment Markets segmentation can be defined in a number of ways such as: Demographic variables (e.e.


The punch by the company for advertising this product life. It was the first cadbury’s chocolate to have crunch in it. itself defines the positioning of the product. Positioned much further on the functional scale of 5 star. ‘Real taste of Life’. Symbolizing togetherness. P O S T I O N I N G Is and always remain flagship brand. Although positioned internationally as an energy bar.Positioning is simply concentrating on an idea or even a word defines that company in the mind of the consumer. It was targeted as a funky chocolate to add spark to life. Perk was meant to be light snack-product for subduing the first pangs of hunger. 5 star was originally targeted at teenagers. 5 star was positioned on an emotional platform in india during the late 1980s. .

While on one hand. Gems. The reposting of Cadbury’s Dairy Milk in 1994 as the ‘real taste of life (through the Slice of Life and Cricket commercial by Ogilvy and Mather) grew the entire milk chocolate by 20%. In other words. Cadbury also has a strong brand bornvita in the malted health drink category which account for 24% . chocolate are now being positioned near meal substitutes. Nestle is putting up a tough fight. with launch of sugar based confectionary goodly and fruits. and gave the Cadbury’s range – 5 Star. Some of the strategic clicked. The market itself has become broader based. Butterscotch & Tiffns – a new lease of life. The company is pushing the gifting segment. without much success. Éclairs. Of the 20. it facilitated the repositioning of Cadbury’s sub brands in the basket. Chocolates contribute to 64% of Cadbury’s turnover. with a share of around 20%. with minor player taking the rest. thanks to the initiative taken by the Cadbury India during early nineties. is between Cadbury and Nestle. the premium segment (composing imported varieties) is opening up on the other. Confectionary sales accounting for 12% of turnover is contributed largely by Éclairs. companies like Cadbury India are launching indigenous product made to international standards. Cadbury account for about 70% followed by Nestle. Though with a much smaller portfolio. Crackle.000 tonne chocolate market worth about Rs. Nutties. in the sense adults are an important target segment now. Fruit & Nut. through occasion linked gifts. Amul has about 5% of the market. though. The battle. The company attempted expanding its confectionary product portfolio. From a treat for kids. while other did not quite take off. 400 crore.Chocolate Market Share The Indian chocolate market is getting bigger and better.

The Cadbury Story -Cadbury’s Success Story .

Schweppes. with 40 chocolate confectionary brands. Cadbury dominated markets as far as the U. Today Cadbury’s production are enjoyed in 120 countries. the right marketing. when Cadbury merged with the soft drink giant. and Australia that’s why Cadbury have been dubbed “The world’s master chocolate makers”.K. Cadbury brands were already famous all around world.In 1984. These are the ingredients in Cadbury’s latest recipes for success. company with one aim: . The secret of Cadbury’s success What is the secret of Cadbury’s continuing success first there’s the careful selection of the finest coca beans from West Africa. the promotional back up and the right employees.K. Right from the stand Cadbury Dairy Milk Chocolate success has been based on these factors:Quality Value for money Advertising . By1969. the right partners. as well as tasty hazel nuts from Turkey and the fine sheet and choicest natural ingredient available to us anywhere.to create the highest quality chocolate. Finally there’s skillful marketing Cadbury always takes extreme care in selecting and marketing the right range of product in every cause. The right product. John Cadbury founded U.

. 1)Scope for innovations in product development. OPPORTUNITIES THREATS 1)Introduction of new products by the competitors. WEAKNESS STRENGTH 2)Flexibility of product mix. 1)High demand for products.SWOT Analysis 1) High price for comparatively lower weight. 2)Using technology to bring efficiency in distribution.

3) Low cost of production – better penetration. 3) Lower cholesterol than “mithais” (sweet meat) subsbstitute demand. 2) Growing middle class/urban population – increase in demand. S: 1) Per capita consumption expected to increase – fashion. T: Will have to reinforce technology to international levels once India is a “free” economy. E: 1) Increasing per capita income resulting in higher disposable income.P: Since the budget range is decontrolled. . no political effects are envisaged. 2) Increasing gifts culture – increase in demand .


000 retailers. .50. •Cadbury Dairy Milk products are sold directly to wholesalers and retailers. •CDMs distribution network encompasses 2100 distributors and 4.DISTRIBUTION •It necessitates evaluation of company’s resources and matching the channel design to the resources.


PROMOTION CDM is well known for it’s catchy and appealing advertisements. It basically takes into account the following factors: . It has multiple varieties from a standard Dairy milk bar to Almond and Silk bar and the new celebrations pack targeting a wide range of customer needs .







. Within a few weeks. came an ad campaign featuring Big B and a revamped poly-flow packaging. the company launched a PR campaign for the trade. And three months later. Cadbury's revamped the packaging of Dairy Milk.  By investing up to Rs 15 crore on imported machinery.Victory over battle of worms Victory over battle of worms The batch of Dairy Milk chocolates manufactured at the company's plant in Thane. near Mumbai was the worm-infected batch that triggered a crisis for the company.


PROMOTION CDM is well known for it’s catchy and appealing advertisements. It basically takes into account the following factors: . It has multiple varieties from a standard Dairy milk bar to Almond and Silk bar and the new celebrations pack targeting a wide range of customer needs .


PROMOTION CDM is well known for it’s catchy and appealing advertisements. It has multiple varieties from a standard Dairy milk bar to Almond and Silk bar and the new celebrations pack targeting a wide range of customer needs . It basically takes into account the following factors: .


The brand has been an enduring symbol of mental and physical health ever since it was launched.Cadbury Bournvita is among the oldest brands in the Malt Food category with a rich heritage and has always been known to provide the best nutrition to aid growth and all round development. leveraging the rich chocolate and caramel flavour ofCadbury 5 Star. Cadbury Bournvita 5 Star Magic. The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 60 years. Launched in 1948. Cadbury Bournvita has continuously re-invented itself in terms of product. and its latest offering. However. Cadbury offers two options to capture this appeal: Cadbury Bournvita. throughout its history. promotion & distribution. It is hardly surprising then. that Bournvita enjoys a major presence in the Malt Food market. children always look out for the tastiest option to make their daily dose of milk more enjoyable. It is a universal truth that mothers attach a lot of emotional importance to nourishment while bringing up their children. This layered with the great Cadbury chocolate taste has made the brand distinct from other offerings. with its popular chocolate taste. packaging. Our Advertising: .

Every bright and sportive kid down the block must be drinking Cadbury Bournvita.The nutritional drink or the health drink industry has been marked by competition from various companies in the past few years. In spite of the fact that our health drink market is flooded with newer fun drinks for kids.Cadbury Bourn Vita. In fact nobody has forgotten the jingle screaming ’’BOURN VITA!!’’ .. The health drink manufacturers in India have tried to retain their brand image by improving their product quality & by meeting consumer’s expectation. But only one health drink has successfully captured the heart of millions of Indians & that is………. Cadbury Bournvita has made a niche for itself as a drink for children who are mentally and physically active.

just instant mix it into your milk. . If I were to ask you all a simple question like “what is Cadbury Bournvita―€¦. this is an ideal drink. Bournvita is a combination of 2 words.But that’s not what Bournvita is all about. Bournvita was one of the most loved chocolate drinks around the world. It’s so easy to prepare. It has its own unique flavor. a chocolate health drink in 1947 in India. Brown because its brown in colour & Vita because it has lots of vitamins. and the taste is rich and fullbodied. For today’s kids who detest milk in its pure state unless flavored.I am sure you would say “Woh powder jo mummy doodh â mein milati hai―€¦. “Brown― “Vita― & . Even a child can manage this for himself when he is in a hurry to run off to play! Many children I have known just scoop up a spoonful of Bournvita fine granules into their mouth and crunch away happily…goes to prove its taste bud friendly value for kids.Product: Cadbury India Ltd launched Cadbury Bournvita. It’s â a nutritional drink which acts as a dietary supplement providing nourishment along with good taste & flavors. But even before launching its new health product in the Indian market.

While purchasing any health drinks however. price is the most important element in deciding the fate of any product. I agree that Bournvita is one of the most expensive health drinks in the market (Rs.101 for 500gms) but still due to its good taste & great nutritive values it has captured the majority of the market. Bournvita Weight(gm) 200 500 Price(Rs) Jars Refill pack 54 54 110 101 . She will carefully study the taste & nutritive values in the health drinks. a housewife or a mother who is the ultimate buyer gives price secondary importance.Price: Normally.

Most of the children in this age group have casual eating habits and milk is like a curse for them. This is were a HFD comes into picture the work of HFD is not only to add flavor to the milk but also act as supplement which can add nutrition to their child. The other advantage of having this segment as target market is HFD are mostly taken with milk And the largest consumption of milk is seen in this segment. Why a HFD targets audience in this age group? The answer to this is very simple.Target Market: Brown HFD’s target audience has always been kids who are in the age group of 7-15. .

000 retailers. This helps in maintaining consumption in summer. . To address the issues of product stability. Besides use of IT to improve distribution logistics.50. Cadbury’s distribution network encompasses 2100 distributors and 4. it has installed coolers at several outlets. Cadbury is also attempting to improvedistribution quality.Place: The distribution pattern followed by Cadbury’s Bourn vita is more or less same as the traditional channel of distribution. The company has a total consumer base of over 65mn. when sales usually dip due to the fact that the heat affects product quality and thereby off take.

that they even came out with the Bournvita General Knowledge Book (a mini encyclopedia). A 500 gram Bournvita pack comes with a mug featuring some of the best loved Cartoon Network characters. The ads had very cleverly promoted this drink for intelligent school kids through organizing the famous Bournvita Quiz Contest between different schools. chess game or ludo etc. that even adults would spare some time to watch it without fail. The first promotion is the Toon Mug offer. Dexter and Tom & Jerry. This Advertising concept was so successful. giving free gifts like plastic mugs. The Quiz Master Derek O’Brian was loved by all. Cartoon Network and Cadbury India has announced a one-year promotional license agreement.Promotion: Bournvita always comes up with consumer promotion activities from time to time e. The Flintstones. which had caught on so well. They also come up with the scheme of extra Bournvita for the same price. . the young and the old alike. Scooby-Doo.Johnny Bravo. Toon buffs get a choice of over six toon mugs including The Power puff Girls.g. The Bournvita promotion is being supported by television commercials and in-store advertising. Bournvita positions itself as a healthy and nutritious drink for kids. This was a fantastic gimmick on television.

Marketershave now realized the importance of packaging in today’s competitive market. Hence they are concentrating on various aspect of packing such as the color. They have also worked upon the color which is now Red & Purple against the old one Brown & Yellow because kids love bright colors. They have also introduced the refill packs so their no problem of buying Jars every now & then. They use glass jars for packaging which do not allow moisture to get in the product and also increases its shelf life. material used to make the package & cost. .Packaging: Earlier packaging was not given the kind of importance to what it’s gaining now.

designed to keep your fingers from getting wet when you dunk your Oreo Biscuit into the glass of milk. you enjoy it. come together over this tasty snack. 12 dots and 12 dashes per side. Now. It’s no wonder then.5 billion Oreo Biscuits are eaten. with women twisting them open more often than men. licks and dunks their Oreo’s. Dunk! (TLD) guide You don’t just eat an Oreo. making it the world’s No. (That’s about 70 million per day. that families the world over. Approximately 25 billion Oreos are eaten per year.724. Oreo is sold in over a 100 countries and is the best. Children across the world teach their parents the fun way to eat Oreo – twisting the biscuit open. Dunk! Step 1: Grab your Oreo biscuit. the pile would reach to the moon and back more than five times. dip the whole Oreo in your full glass of milk. Because everybody twists.Launched in India in March 2011 the delicious combination of dark chocolate biscuit and vanilla cream was first introduced to the world in 1912. Let it soak in the milky goodness before you chew it away. 50% of Oreo biscuit eaters twist their biscuit apart before eating it. If every Oreo Biscuit ever made were stacked on top of each other. somebody actually invented a Biscuit Dunker.selling biscuit of the 21st Century. 1 biscuit. This is the simplest part isn’t it? Don’t lick it all off. Now gently pull them apart revealing the shiny vanilla cream! Step 2: Lick the creamy filling right away. Lick. leave some for the dunk! Step 3: Put the two biscuit halves together. it is the perfect snack. Oreo facts: There’s a lot of exciting stuff about Oreo you may not know yet.000 three-tier wedding cakes. Lick. If all the Oreo biscuits ever made were placed side-by-side. Paired with a glass of milk. Twist. Holding each chocolatey biscuit. they would encircle the earth 381 times at the equator. That original formula was so perfect that it has hardly been modified since. So here’s the official guide to Twist. . Here’s a list of them to surprise your friends with The design on every Oreo biscuit consists of 12 flowers. and then dunking the biscuit in milk. The crème filling used in Oreo biscuits in one year could ice all the wedding cakes served in the United States for two years! That's 4. or 800 per second!). Each year more than 7. licking the cream. twist them in opposite directions. The first Oreo biscuit was sold in 1912. holding it with your fingertips.

2.Cadbury Éclairs has been present in India since 1971 and has remained a favourite with adults and kids alike. Cadbury Éclairs is also available in a pocket pack which is preferred by teenagers and heavy consumers who find the brand irresistible. At the heart of the candy is of course a gush of Cadbury Diary Milk chocolate. Éclairs underwent a makeover. The romanticism of this treat calledÉclairs was enhanced with the `Doob Le Zara’ campaign in 2010. Cadbury Éclairs rang in the New Year 2011 with an exciting new addition – the new Cadbury Éclairs Rich Brownie priced at Rs.Cadbury Éclairs was relaunched with an enriched chocolate center The chewy caramel was also made softer improving the product significantly. This tasty wonder with indulgent chocolate wrapped in soft. . In 1994 the brand took on the purple and gold packaging which has been its trademark since then. Cadbury Éclairs urges consumers to enjoy the great gush of delicious chocolate that hits their taste palate every time they have an Éclairs Rich Brownie. when Cadbury took over this confectionary firm. Cadbury Éclairs heralded the new year with another exciting addition to its fold . The `Chocolate Ka Meetha Bomb’ campaign was launched to promote the new improved Éclairs. The brand has remained a favorite and its franchise in India has grown manifold since then. The new addition has already become a favorite of consumers who love the great flavour and the superior chocolate gush you experience as soon as you bite into the candy. Our Advertising: In 2009. The credit for making éclairs. The luscious new candy contains an indulgent brownie flavour in its caramel and pureCadbury Dairy Milk chocolate in its centre. In the year 2009. goes to an English confectionary firm which devised this delicious formula in the 1960s. chewy caramel came to Cadbury in 1971. An extra gush of liquid chocolate encased in softer caramel and a brand new package ensured that Éclairs would continue to be an all time favorite. Cadbury Éclairs Rich Brownie packs in a smooth brownie flavor enveloped in delicious caramel. In 2011.the new Cadbury Eclairs Rich Brownie. Called the“Chocolate Fountain”.

As the prime objective of the project is to compare Cadbury with the existing competitors in the market and the impact of Nestle on Cadbury. Primary data was collected using the following techniques Questionnaire Method Observation Method The main tool used was. wherever required. the questionnaire method. procedures etc. Sources of secondary Used to obtain information on . Procedure of research methodology # Target geographic area was Delhi. # Internet # Magazines # Newspapers . the research methodology adopted is basically based on primary data via which the most recent and accurate piece of first hand information could be collected. # Finally the collected data and information was analyzed and compiled to arrive at data the conclusion and recommendations given. current issues. # To these geographical area questionnaire was given. Secondary data has been used to support primary data wherever needed. policies.RESEARCH METHODOLOGY Achieving accuracy in any research requires in depth study regarding the subject. NCR and Aligarh. observation method has been continuous with the questionnaire method. as one continuously observes the surrounding environment he works in. Cadbury and its competitor history.

Sign up to vote on this title
UsefulNot useful