1. COMPANY PROFILE- CADBURY
COMPANY NAME:- CADBURY
Cadbury Ltd was founded in 1824 by John Cadbury.
Cadbury entered India in 1948 by importing chocolates.
CADBURY PRODUCTS:-
chocolates,
confectionaries,
milk products and candies.
ANNUAL REVENUEis approximately $50 billion.
OPERATION: 60 countries
EMPLOYEES: 60,000
Cadbury Vision:
(i) Cadbury’s Vision Statement
Our objective is to deliver superior shareholder returns by realizing our vision to
the be
the world‟s biggest and best confectionery company. We are currently the biggest,
and
we have an enduring commitment to become the undisputed best. At the heart of
our plan
is our performance scorecard, delivered through our priorities, sustainability
commitments and culture
Cadbury plans to “deliver superior shareholder returns” (Cadbury plc, 2008) by
measuring its financial progress in the areas of growth, efficiency, capabilities and
sustainability from 2008 to 2011 (Cadbury plc, 2008).
“A Cadbury in every pocket”

2. Cadbury Mission Statement:
“Cadbury means quality: This is our promise. Our reputation is built upon quality:
Our commitment to continuous improvement will ensure that our promise is
delivered.”
We can say that this mission statement is realistic because if we see the
quality and day to day improvements easily show that Cadbury’s have real
mission statement.

3. CHANGE IN OBJECTIVE OVER THE YEARS
When cadbury came in india its prime focus was to rely on its quality as the
consumer was not aware of the brand or the product and their marketing
strategy was also the same emphasizing about the quality of the product
and the newness in the product.
• The ‘Real Taste of Life’ with the girl dancing on the cricket field
• The message: ‘Dairy Milk is for enjoyment’
DURING THE LATE 90’S:
As the company established its brand value among the masses as
a quality product their next target was to increase the consumer
base and in business sense market penetration.
• Campaign: ‘Khanewalonkokhanekabahanachahiye’.
• Target: widening chocolate consumption among the masses.

4. As can be seen clearly in the picture that they are targeting
everyone at the same time
-adults
-adolescents
-kids
-elders
And potraying as Cadbury can be used when a family gets
together.
MORE RECENTLY
More recently
Campaign: ‘kuchmetha ho jaye’.
Target: to associate Cadbury with celebratory occasion.

5. Chocolate is highly perishable
So to increase the popularity and familiarity they have used the concept of
mithai which is very familiar to the Indians and on any occasion the sales of
Cadbury would tend to increase.
CADBURY CELEBRATIONS is one such example.
CAMPAIGN:‘pappu pass ho gaya’.
Target: encourage those who have pass the exams to celebrate with Dairy
Milk.
This was avery successful campaign which Generally targeted the youth
and children who would pass exams.
.
The advertisement potrays that when a
person passes an exam an elder or any
other person can give a Cadbury dairy milk.

6. CAMPAIGN: ‘AAJ PAHLI TARIK HAI’
Target: To celebrate pay day / salary day
This campaign generally targeted all the customers who are earning
members of the family as we know that children and youth would anyway
buy Cadbury but the earning members were being leftout so they
specifically targeted them by this campaign.
They made it a point that the person buys the chocolate on the first of every
month.
STP
SEGMENTATION :
Cadbury India Ltd continuously markets Dairy Milk as a relatively inexpensive
treat, towards market segments divided by age, income, technological knowledge
and health-consciousness.
In the 1990‟s, the company stated promoting the chocolate for “the kid in
everyone”, in an attempt to appeal to adults as well as children (Cadbury Dairy
Milk, 2008).

7. In order to appeal to potential lower-income customers in the villages of India,
further marketing in the form of the “Real taste of life” campaign (Cadbury Dairy
Milk, 2008)
By using opinion leaders from Bollywood and using extensive advertising in
newspapers, television, magazines and massive billboards across the country,
Cadbury managed to capture the attention of the nation and cement its market
share superiority in India (Cadbury Dairy Milk, 2008; Marketing Communications,
2008).
Furthermore, Cadbury India continuously develops new versions of its Dairy Milk
brand in order to keep its adult and children consumers satisfied and interested.
Variations include the Fruit & Nut and Crackle & Roast Almond variations.
Cadbury Dairy Milk Wowie, with Disney characters embossed on each chocolate
square (Cadbury Dairy Milk, 2008) clearly targets the child segment of its market.
POSITIONING:
Cadbury India Ltd‟s main sources of competition come from Amul, India‟s own
dairy company and Nestle India, Nestle‟s subsidiary in India.
Cadbury India controls around 70% (Cadbury India Ltd., 2008) of the chocolate
market, whereas Amul controls around 2% (Dobhal, n.d.) and Nestle India around
27% (Nestle to expand, 2008).
Cadbury‟s main strength comes from it ability to market Dairy Milk products
“through altering the theme and functionality of the product as the time demands”
(Cadbury India Ltd Analysts Meet, 1999).
Although this has allowed it to control more of the market than its closest
competitors, the reasons for its success may also lie in the fact that many Indians
still view its chocolates as luxury products (Cadbury India Ltd Analysts Meet,
1999) and not as household goods.
Despite Amul‟s longer history in India, its chocolates are viewed as being local
and not luxurious, justifying a lower price tag.

8. PRICING:-
WEIGHT(IN GRAMS) PRICE
10.5 5
22 10
40 20
42 25
95 50
165 90
price mentioned above are same all over india.
competetive pricing.
due to price hike in raw material and labour cost company had not increased the
cost of product but reduced the weight of product.
eg. 5 rs pack was of 13gm but now it is 10.5gm
Cadbury has low growth, high market share, high revenue generating as compare
to other products of Cadbury.
33 per cent share in the overall confectionery market. we have over 70 per cent
market share. In the last three years, the measure of our performance is that in
2005, we were worth about Rs 875-crore and we ended 2008 at Rs 1587- crore,
close to doubling the business in these three years.(2005-2008).

9. CURRENT POSITION IN THE BCG MATRIX:

10. 4P’S OF MARKETING
PRODUCT:
Cadbury dairy milk is made from real chocolate. Its ingredients include cocoa,
butter and there is a glass and half full cream dairy milk in every 200 grams in
every dairy milk chocolate.
Cadbury buys 65 million liter of fresh milk each year to make Cadbury dairy milk
chocolate.
STRATEGY:
The strategy of Cadbury dairy milk is to continuous improvement in the quality
and features of product. It is the mission statement of Cadbury to make quality
chocolate which have competitive advantage from the competitor‟s products and it
enhances the goodwill of the company.
PRICE:
It is an important element of the marketing mix. The price for a chocolate bar can
determine whether a consumer will buy it or not it can be determined easily and
sales volume tells about that price is reasonable or not.
If competitors charge the low price than the Cadbury chocolate, it is automatically
affect the company‟s profit.
STRATEGY:
Cadbury dairy milk applies the reasonable and affordable policy to charge the price
from its competitors. Because it is the vision of Cadbury that Cadbury is in every
pocket. It charges the fewer price from its competitors and provides better quality
also. We can say it is used penetration strategy because have low prices as compare
to its competitors and have long life cycle of the product. Cadbury wants to survive
in the market for long run.
PLACE:
Cadbury dairy milk is produced at the chocolate factory in Bourneville in
Birmingham. After the chocolate is produced and goes through the process of all
quality checks. It is transported to the staff rooms and then Cadbury sells it product
to shops.

11. Strategy:
The placement strategy of Cadbury dairy milk is to sell the chocolate at every
corner shop, super stores, bakers shop, petrol pumps and even medical stores also
included in it. It is the mission statement of Cadbury to provide chocolate to all
type and class of customers.
Promotion:
The purpose of promotion is to communicate directly with potential and actual
consumers. In order to encourage them to purchase dairy milk chocolate the
Cadbury used different promotional tactics.
Strategy;
Cadbury dairy milk is used press and electronic media to motivate the potential and
inspires the actual customers to purchase the product of Cadbury.
Promotion is an important element of marketing mix because if it is not well
planned then company is unable to increase it sales.
The company gives discounts on different occasions.
To inspire the Childs to purchase the Cadbury chocolate the company made such
type of ads. To encourage the youth class the company hires the superstars for
advertisement of the products which inspires the all type of consumers who want to
eat sweet.
Positioning strategy of Cadbury dairy milk
Positioning is all about that what is the customer concept or image of your product
in the minds of the people who likely to purchase the product.
It also concerns about what is the position of your product in the market.
We can say every aged person wants to buy Cadbury dairy milk chocolate and they
also don‟t know why they are purchasing the Cadbury dairy milk even they don‟t
want to purchase.
Slogan of Cadbury dairy milk
Slogans also play an important role to position a positive concept in the minds of
customers like:
Cadbury dairy milk is a brand of chocolate bar made by the Cadbury plc unit of
….with slogans such as:

12. A glass and a half of full cream
Cadbury is the name of quality it is our promise

13. COCA COLA-MAAZA
COMPANY:COCA COLA
BRAND: MAAZA
CATEGORY: Beverage
SECTOR:Retail
TAGLINE/SLOGAN:MaazalaoAamkiPyaasbujhao; Taaza Mango,
Maaza mango
USP: mango flavouredcold drink
HISTORY:
IN 1976 parle launched maaza.
Coca-Cola re-entered India on October 26, 1993, and effected the
famous $40 million buyout of Parle's soft drink business, which
included three brands -- Thums Up, Limca, Maaza -- and 52
bottling plants spread across the country.
In 2000 launch of maaza in 200ml Tetra packs.
In 2005 launch in PET bottles.
In 2010 launch of maaza milky delight.
Maaza is the market leader which has 41% market share in 2000
crore fruit drinks based segment.while its closest competitor frooti
has 25% market share.

14. COCA COLA VISION
To achieve sustainable growth, we have established a vision with clear
goals.
PROFIT: Maximizing return to shareowners while being mindful of our
overall responsibilities.
PEOPLE: Being a great place to work where people are inspired to be
the best they can be.
PORTFOLIO: Bringing to the world a portfolio of beverage brands
that anticipate and satisfy peoples; desires and needs.
PARTNERS: Nurturing a winning network of partners and building
mutual loyalty.
PLANET: Being a responsible global citizen that makes a difference.
COCA COLA MISSION:
Everything we do is inspired by our enduring mission:
To Refresh the World... in body, mind, and spirit.
To Inspire Moments of Optimism... through our brands and our
actions.
To Create Value and Make a Difference everywhere we engage.

15. Although the Indian soft drinks market is huge- valued around Rs 2000
crore, the non carbonated drinks constitutes only 10% of the total
market.
The fruit based drinks market is further classified into Fruit Juice and
Fruit Drinks and Fruit Nectar market. Fruit Juices typically have more
than 85% fruit juice content while Fruit Drinks contain less than 15%
fruit content.
While Maaza is the leader in the fruit drinks category.
PepsiCo
RGB 50%
23%
Coca Cola
Others 49%
10% PET 40%
Parle Agro
18% 10%
TETRA PAK

16. 4P’S OF MARKETING:
PRODUCT:
 Pulpy taste as compared to FrootiSlightly sweeter than Slice.
 Combination of the famous Alphonso and Totapuri varieties of
Mango pulp.
 Formulated taking into consideration the nutritional and health
aspects.
This product targets target mothers.
The effort is to capitalize on the mother and child bonding
PRICE:
 Maaza also experimented with packaging; „on-the-move‟, „in-
home‟, „out-of-home‟.
The brand has ventured into smart attractive 1.5 litre Pet bottles
and even to tetrapack.
 Maaza follows the market-penetration pricing strategy among the
major players in Asia market.

17. 1200 ml 30
PET 600
12
600 ml
TBA 200 15
PET 250
250 ml
10
200 ml RGB 200
125 ml
100 ml
Rs. 12 Rs. 15 Rs. 30

18. PROMOTION:
 Core brand value for Maaza is "Wholesome Funfilled Real Fruit
Experience”
 Initial Tagline -
Botal Main AAM, MaazahaiNaam
 The brand later metamorphosed to include the fun element. The tagline was
changed to the famous jingle - TaazaMango ,Maaza Mango.
 Maaza was targeted at the whole family.
 The new promotional campaign featuring Satish Shah takes the brand to the
next level of Friendship and Fun.
 As for Maaza Milky Delite, the innovative consumer proposition of Maaza
Milky Delite is best explained by the brand‟s tagline –
 „Sharing not possible’
a taste so irresistible that one would not want to share it with anyone!
 New communication aims to take Mango‟s connect with Maaza to the next
level by positioning it as the Ultimate thirst quencher of Mango, best
explained by the tagline – „Maaza Lao, Aam Ki PyaasBujhao’. In 2008
and 2009, its campaigns were used to project Maaza as a substitute for
mango with taglines that said „BinaGutliWalaAam’.
 Clearly, from being projected as a substitute for mango to becoming an all-
season mango option speaks volumes for the distance that the product has
covered in terms of its brand positioning.
 Recently, Maaza launched a new campaign „Harmausamaam‟, which seeks
to upend its earlier advertising strategy by positioning the product as a
“throughout the year” drink option.

19. PLACE :
 Maaza has excellent distribution and availability all over India.
 It also uses major and minor retail outlets for increasing its sales.
 The major advantage Maaza has that it uses its already existing vast
distribution network under its parent company – CocaCola India.
 Effective, and steadily increasing.