Name: Muhammad Shabahat Ahmad

Roll no. : ADBA-S22-001

Assignment : Principles of Marketing

Submitted to : Miss Ghazia

 Cadbury
• Cadbury, formerly Cadbury's and Cadbury
Schweppes, is a British multinational
confectionery company fully owned by
Mondelez International since 2010. It is
the second largest confectionery brand in
the world after Mars.
 MARKETING OBJECTIVES OF
CADBURY
• Double its turnover, this calls for a growth rate of over 20 percent annually
and will be done by setting up new capacity, and increasing volumes.
• Get more people to eat more chocolate which calls for making it more
affordable and being more innovative.
• Could get into new product categories like gums where the global portfolio
is impressive.
• Aiming for a large footprint in the confectionary space.
• To be stronger in health drinks.
 MARKETING MIX

The marketing mix of the product Cadbury is based on 4P’s:

• PRODUCT: Cadbury India is a food product company with interests in
Chocolate confectionery, milk food drinks, snacks and candies. Some key
brands of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, Éclairs,
Celebrations and Gems. Bournvita is leading Malted food drink in the
country.
• PLACE: The product is available in all over the market. Availability of
the product is in both urban and semi-urban areas.
• PRICE: Cadbury sell their product at a very low price. There are different
types of packages starting from Re.1 to Rs.500.
• PROMOTION: Cadbury has a strong promotional strategy in world
market. There are advertisements as well as publicity of this product and
uses a strong tag lines.
 MARKET OF CADBURY

Cadbury is the market leader in the Chocolate manufacturing market. It

controls 68% of the market and the very next competitor is NESTLE with
22%. And AMUL covers 8% of the market with 2% of other local products.

70%

60%

50%

40% CADBURY
NESTLE
30% AMUL
OTHERS
20%

10%

0%
SALES
 MARKET GROWTH RATE

14.00%
12.00%

10.00%
8.00%
GROWTH RATE
6.00%
4.00%
2.00%

0.00%
1991- 1996- 2001- 2006- 2011-
1996 2001 2006 2011 2016
 SWOT ANALYSIS

• STRENGTH: Cadbury is the most popular chocolate confectionery among

the market. The price of Cadbury is reasonably priced to suit different
economic consumer categories.
• WEAKNESS: There is lack of penetration in the rural market where
people tend to dismiss it as a high end product. It is mainly found in urban
and semi-urban areas.
• OPPORTUNITY: The company can focus also on rural areas. Cadbury
can also focus on gaining profit through chewing gum market in India.
• THREATS: Cadbury faces a serious threat in the confectionery segment
from companies like Amul, Nestle mainly.
 RESEARCH METHODOLOGY

The data collection mode used to get the desired information from
primary. sources and unstructured direct interviews & the instrument
used in this process is the questionnaire.

• PRIMARY DATA COLLECTION: Primary Data was collected

through questionnaires, survey in the markets.
Sample Size: 50
• SECONDARY DATA COLLECTION: Secondary Data was collected
from organisation’s websites.
 REVIEW RESULT

60%
50%
40%
30% RATING OF
CADBURY
20%
10%
0%
 SUGGESTIONS

• To make the availability of the product in the rural areas.

• To improve the brand image because of availability of fake products with
its brand name.
• Cadbury can gain markets in India by investing in chewing gum market.
• To create a specialise product for diabetes patients.