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PRESENTED BY:

Kanchan Thakre 99
Arpita Amin 103
Madhura Phatak 105
Kushal Kothakonda 107
Sapna Jain 109
Rahul Zepale 111
ABOUT CADBURY:
CADBURY
Cadbury is a leading global confectionery
company with an outstanding portfolio of
chocolate, gum and candy brands.

 We employ around 50,000 people and


have direct operations in over 60
countries, selling products in almost
every country around the world.
COMPANY PROFILE:
Started business in 1948 in India. The company
was incorporated as Cadbury-Fry (India) Pvt.
Ltd.
Currently Cadbury India operates in four
categories viz. Chocolate Confectionery, Milk
Food Drinks, Candy and Gum category.
Founder: John Cadbury in Birmingham, UK in
1824
Current MD: Mr. Rajiv Bakshi
Turnover: 450 Cr.
No. of offices: 4 Staff Strength – 2000 approx.
VISION:
The governing objective for Cadbury
India is to deliver:
o Superior Shareholder Value
o Cadbury in every pocket
VALUES
Performance

Quality

Respect

Integrity

Responsibility
CORE PURPOSE:
"Working together to create brands people
love“

The core purpose captures the spirit of what


we are trying to achieve as a business.

“We collaborate and work as teams to convert


products into brands”

Simply put, they spread happiness!


PLANS OF CADBURY
Increase the width of chocolate consumption, through low
price point packs and distribution focus.
Increase depth of consumption, targeting regular chocolate
consumers through generating impulse and a dominant
presence at Point of Sale.
Maintain image leadership through a superior marketing mix

Be a significant player in the gifting segment, through


occasion linked gift packs.
Build critical mass in the sugar business by introducing value-
added sugar confectionery products.
PRODUCTION:
• Introduce in 1966 at Thane(Mumbai)

• Market contribution70%

• Cadbury India launching product made to


International standard of 20,000 tonne
chocolate.
PRODUCTS
• 5 Star - 5Star was introduce in late
1980.

• Éclairs –Éclairs was introduce in Mid


Nineteen's .

• Gems etc.
HR DEPARTMENT
HR department deals with:
• New staff with a good skill level
• Train new staff to be able to use new equipment
• Help employees with any problem in there
workplace

Problems faced in the Cadbury HR department:


• Skill gap
• Competition from other factories
DISTRIBUTION SYSTEM ADOPTED
BY CADBURY
Manufacturer

Stockiest/Distributor

Semi-wholesaler

Retailer

User
Qualities that Cadbury
management look for while
selecting dealers
Business reputation and business standing.
Business capacity and salesmanship.
Expertise and previous experience in the line.
Financial capacity and willingness to invest in the
line.
Capacity to offer to customers : 
Required assortments of products. 
Required services.
Capacity and willingness to extend credit to
customers.
Capacity to provide. 
(1) Storage facilities. 
(2) Showrooms, 
(3) Shops, 
(4) Service workshops, 
(5) Salesmen and  
(6) Service men commensurate with expected
business
Social status
Good relation with: 
Consumer, especially, bulk consumers, and sub
dealers.  
UNCONVENTIONAL
METHODS OF DISTRIBUTION:
Sweet shops
Gift shops
Stationary/Book shops
Ice cream parlours
Fastfood joints/Restaurants
Jewellery shops
Exclusive chocolate parlours
ADVERTISING OF
CADBURY:
• To position the product as a “high quality brand”

• To create awareness about new flavours

• Induce consumer trials

• Build corporate image

• To undertake competitive advertisement


ADVERTISING SLOGANS
USED BY CADBURY
THE REAL TASTE OF LIFE (DAIRY MILK)

THODI SI PET POOJA KABHI BHI KAHI BHI (PERK)

WHEN EVER ON HUNGER STRIKE (PERK)

TAN KI SHAKTI, MAN KI SHAKTI (BOURNVITA)

KUCH ZADA HI SOLID (PICNIC)

YEH CHOCOLATE KHAE AAP INHE KHAE (ECLAIRS)


SALES PROMOTION ACTIVITIES
OF CADBURY
To induce consumers to try the new
chocolate and to get the product
pushed in the market
MARKET RESEARCH:
• In order to recommend and execute an effective
strategy for marketing of goods and services, a
systematic market research needs to be
undertaken.
• A questionnaire was prepared by Cadbury to know
the taste of people of different age groups and
professions. This questionnaire is to find out
 The current taste/chocolate eating habits.
 The extent of brand loyalty.
 The extent of price sensitivity
MARKET SEGMENTATION AND
TARGET MARKET SELECTION
Geographic Segmentation

Demographic Segmentation

Psychographic Segmentation

Behavioral Segmentation
MARKETING MIX FOR PRODUCT
Product
Pricing
Place
Promotion
FACTORS INFLUENCING
PRICING OF CADBURY
INTERNAL FACTORS
Cost of manufacturing and marketing.

The image sought by the firm through pricing.

The characteristics of the product.

Demand of the product.

Use pattern and turn around rate of the product.


EXTERNAL FACTORS
The image sought by the firm through pricing.

Competitors pricing policy.

Buyer’s behavior in respect of the given product.

Bargaining power of major customers.

 Government controls regulations on pricing.


FUTURE PROSPECTS:
The company sees its growth in future in
market expansion and new product launches.
Increased reach, new launches, higher
marketing spend and intensive promotions -
The Mix
But future prospects of the chocolate
category looks good as the company plans to
move into the arena of snack foods, as it has
done in the Western markets.