Marketing Strategies

Of
CADBURY
INCORPORATION
 RESEARCH OBJECTIVE

1. Determine customer preferences for product packaging that maximize sales

2. Determine the features in the product that attract maximum customer attention
3. Asses customers loyalty level to the product
4. Measure customers satisfaction level towards the product or service
5. Estimate the optimal price to maximize product or company revenues
6. Determine the ideal price that the customer is willing to pay for the product
 INTRODUCTION
Cadbury India is a food product company with
interests in Chocolate Confectionery, Milk Food
Drinks, Snacks, and Candy. Cadbury is the
market leader in Chocolate Confectionery
business with a market share of over 70%.
Some of the key brands of Cadbury are Cadbury
Dairy Milk, 5 Star, Perk, Eclairs, Celebrations,
Temptations, and Gems. In Milk Food drinks
segment, Cadbury’s main product - Bournvita is
the leading Malted Food Drink in the country.
Cadbury Dairy Milk and Bournvita have been
declared a ‘Consumer Super brand’ for 2006-7 by
Super brands India.
Cadbury India has been ranked 5th in the FMCG
sector, in a survey on India’s most respected
companies by sector conducted by Business World
magazine in 2007.
• Worlds No 1 Confectionery company
• World 'No 2 Gums company.
• World's No 3 beverage company.
• World’s No 3 beverage company.
 OBJECTIVE
Cadbury is a marketing focused company. Its success relies on satisfying the needs of its
consumers. It is able to do this by continually listening to consumers and learning about their
changing requirements. Cadbury seeks to create new products, build on existing core brands and
find new ways to add value to existing products. A key marketing objective for large business
organizations is to focus on the most profitable opportunities in global markets in their particular
product category. Cadbury is a marketing focused company . The logic is simple - by gaining the
visibility, profitability and volume in the global market, a business is best placed to provide its
consumers with quality products and the best value for money. Another marketing objective is to
increase the volume of sales and market share by a process of innovation - in products, packaging
and route to market.
 Research Methodology
Research methodology​y is a way to systematic​ally solve
the research problem. It may be understood as a science of
studying how research is done scientific​ally. In this
researcher pursue various steps that are generally adopted
by a researcher in studying his research problem along
with the logic behind them. It is necessary to know not
only the research methods and techniques but also the
methodology​y. Research method part of research
methodology​y, research methodology start with title of the
research problem and researcher set the objectives of the
research, which helpful for society, and other researcher
for further research. After objectives need to review of
literature​s means idea generation and inspired to do the
research. Research methodology​y included sample design.
 Analysis & Interpretation
Cadbury is one of the topmost fmcg brands in India and hence there is no doubt that the strengths
and opportunities of Cadbury are far more than it’s weaknesses and threats.
 FINDINGS
66% of the consumers prefer Cadbury chocolates over any other brand.
Which chocolate do you prefer We have observed that most of the consumers prefer Dairy Milk over any
other chocolates produced by Cadbury.
Cadbury
12%
6%
Amul   
Nestle
16% Other  44% of total population consider Taste and 28% consider quality followed
66%
by endorsement with 16% and price with 12% while purchasing chocolates.
 

Milk chocolates are preferred by most of population followed by Dark ,

Which factor you consider while White and Nutty chocolates .
purchasing chocolate  
TASTE 22
It could be inferred that majority of consumers purchase chocolates from
ENDORSEMENT

QUALITY
8

14
supermarket than grocery stores , followed by Online and least by
PRICE 6
chemists .
0 5 10 15 20 25   
Which factor you consider while purchasing chocolate
Happiness is the first thing that comes in mind of majority of people when
they hear Cadbury
 SUGGESTIONS
• They should bring many more flavours of Dairy Milk with
focus on Health conscious market segment i.e. low sugar
chocolate bars .
• They need to maintain high standards and should be careful
that there product remains sterile. And is not effected by
insects.
• One new major product from International portfolio should
be launch in India every year.
• Grow volume sales at least 20% p.a. over the next years.
• New channels such as gifting, child connectivity and value
for money offering to be the key growth drives.
• Many new players are trying to enter Indian market so it
should formulate new strategies so as not to lose market
share.
• Maintain dominance in chocolate segment.
CONCLUSION
• Having exceeded initial sales targets by a considerable
margin, the strategy can be considered a success!
• Branding is also one of the most important parts of any
business whether it is small or large, B2B or retail.
• An effective brand strategy results into the major
periphery in increasingly competitive markets.
• The foundation of the brand is your logo, website,
packaging and promotional materials all of which
should integrate your logo–communicate your brand.
• Brand plays an important role for growth in today’s
competitive business environment. It helps to maintain
profitability in long run by differentiation in the
products and loyalty of customer.