Prepared by Poulam gupta

Introduction

Market Strategies

Motto

Comparison with Nestle

History

Global Market Competition

Journey of Cadbury

Awards

SWOT Analysis Business Overview

Conclusion

Questions

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Introduction
Cadbury India is a fully owned subsidy of Inc. Kraft Foods The combination of Kraft Food and Cadbury creates a global powerhouse of snacks, confectionery and quick meals. Cadbury is currently the worlds No.1 confectionary and biscuit company. Cadbury is also the worlds second largest food company with sales in approximately 160 countries.
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Cadburys motto
Working together to create brands that people love
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History of Cadbury
Cadbury, the global leader in chocolate confectionery market, began in 1824 when a Quaker boy, John Cadbury opened a shop in Birmingham. He and his brother Benjamin formed Cadbury Brothers of Birmingham. Cadbury manufactured its first milk chocolate in 1897. Two years later Cadbury became a limited company. The factory in Birmingham where Cadbury manufactured is today known as Bourneville. was

In 1969 Cadbury merged with Schweppes to be known as Cadbury Schweppes.

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In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of existence, today it today has fivecompany owned manufacturing facilities atThane Induri(Pune) Malanpur(Gwalior) Baddi(Himachal Pradesh) Bangalore Four sales offices atNew Delhi Mumbai Kolkata Chennai Since 1965 Cadbury also has pioneered Cocoa cultivation in India. Undoubtedly, the Cocoa tree is now called the Cadbury Tree.

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Cadbury has come long way since its first milk product in 1897 by the Cadburys Brothers Company. So has Cadbury India traversed a long path since its importing of chocolates in 1948. The motto of Cadbury India is always been to make today delicious and this what they have been doing since the last 60 years. Whether it is for a celebration or sitting down with family or even having a piece of bite- we solely rely on Cadbury chocolates. Contd..

Cadbury- a Journey from taste to satisfaction

In the Milk Food drinks segment the main product of Cadbury is Bournvita - the leading Malted Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the undisputed leader. Cadbury recently entered the gums category with the launch of our worldwide dominant bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries worldwide.
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Currently Cadbury India operates in four categoriesChocolate Confectionery Milk Food Drinks Candy Gum In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over years. Some of the key brands in India areCadbury Diary Milk 5 Star Perk clairs Celebrations Cadbury Diary Milk is considered as the gold standard for chocolates. The pure taste of CDM defines the ultimate taste of the chocolate for the Contd.. Indian customer.

Product Mix Of Cadbury India

Product line:
Chocolate confectionery Cadbury 5 Star Perk clairs Celebrations Milk Food drinks Bournvita Candy Halls Gum Bubbaloo

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SWOT analysis
Strengths:
Strong brand names like Cadbury Dairy Milk, Five star and Eclairs. Rich product mix. Support from the parent Cadbury Schweppes

Weaknesses:
Lack of launch of new brands in Chocolates segment.

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Opportunities:
The Indian market and more specifically the urban areas where the penetration of Chocolates is low can be developed as a future market through affordability and availability. Using information and technology to bring efficiency in logistics and distribution.

Threats:

Stiff competition in Confectionery segment. The company has large exposure to foreign currency exchange rate risk, mainly on account of imported cocoa beans and cocoa butter in US Dollar and Pound Sterling.

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Business Overview
Cadbury Indias main source of revenue is its 70% bite of the 23,000 tonnes Indian chocolate market. It is also present in the malted food market (Bournvita enjoys a 24% share of the 20,000 tonnes brown drink market. The company has also ventured into the 120,000 tonnes sugar confectionery market Googly and has gained about 5% market share there.

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REVENUE EARNED BY THE VARIOUS PRODUCT LINE OF CADBURY INDIA

Revenue

17% 5% 8% 70% Chocolate Gum Candy Malted Food Drink

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Market Strategies
The future mission of Cadbury India is 'A Cadbury in Every Pocket'. The company's business strategy hinges on following for driving its future growth:: 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. Back

Comparison between Cadbury and Nestle

o Rank of chocolates on various attributes
Attributes 1 Taste Quality CDM Kitkat 2 Kitkat CDM CDM 5 Star CDM Perk 3 5 Star Perk Perk Kitkat Amul CDM 4 Perk 5 Star 5 Star Amul Perk 5 Star 5 Amul Amul Amul CDM 5 Star Amul

Packaging Kitkat Price Flavour Add-ons Brand image CDM Perk Kitkat Kitkat

Kitkat

Perk

5 Star

Amul

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oPurchase preference
80 70 60 50 40 30 20 10 0 Perk Kitkat Amul CDM 5 Star Contd..

oAdvertising/Promotion related comparison of Cadbury and Nestle Products

90 80 70 60 50 40 0 20 0 0 Perk Kitkat CDM Amul 5 Star Back

GLOBAL MARKET COMPETITION

5.00% 0.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Cadbury Nestle Wrigley Hershey Krafts Foods Malted Food Drink Chocolate Gum Candy

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Awards
1.

Asian Marketing Effectiveness Awards 08

Cadbury India ranked 7th Great Place to Work in India No. 1 FMCG Company

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3.

Great Place to Work 2007

4.

Bournvita won the Emmvie Gold for the Best Media Innovation - TV.

5.

Cadbury Dairy Milk & Bournvita crowned as Consumer Superbrands

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ABBY Award wins for India. 6. Cadbury- Ranked among India's most respected companies

7.

Cadbury wins the Effies 2006 8.

9.

Reader's Digest Award recognizes Bournvita

10.

Suraksha Puraskar Award - 2005 back

Conclusion
Over the past four years, Cadbury India has seen a dream run with a compounded annual growth rate of over 20 per cent. When US giant Kraft Foods bought Cadbury in February 2010, the new bosses came with an offer they will help Cadbury India grow faster. Cadbury India is already more than a chocolate company now. About 40 per cent of its revenues are driven by beverages (Bournvita), candy and gum. By looking ahead, the real excitement is that they can play in more arenas. The future can be more exciting than the past. It has the backing of a $50-billion company with global expertise in many categories. Those are possible areas of play in the future. So,Cadbury India can evolve to a key player in foods.

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