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Cadbury
- 2. Project Prepared by: (Team: Seekers) Asifa Rasheed K1F14MCOM0029 Noor-ul-Ain K1F14MCOM0017 Mustafa Hanif K1F14MCOM0008 Abdul Wahhab K1F14MCOM0002 Zain Anjum K1F14MCOM0021 Asif Nawaz K1F14MCOM0005
- 4. • Introduction • History • Vision & mission • Positioning • Advertising strategy • Products • 4 P’S • Competitors • Departments • SWOT analysis • Product life cycle • Market segmentation & Market share • Environmental factors • Recommendations Contents:
- 6. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Cadbury is a British multinational confectionery company owned by Mondelēz International. It is the second largest confectionery brand in the world after Wrigley's.
- 7. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Type Cadbury UK Limited (Subsidiary) Industry Confectionery Founded Birmingham, United Kingdom (1824) Headquarters Uxbridge, London, United Kingdom Key people Irene Rosenfeld (Chairman and CEO) Revenue £11,346,002,000 (2011) Operating income £559,432,200 (2011) Net income £447,545,760 (2011) Number of employees 71,657 (2008) Parent Mondelēz International Slogan Working together to create brands people love Website www.cadbury.co.uk
- 8. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Cadbury was founded almost 200 years ago 1800-1850 1824 John Cadbury opened bull street shop 1831, John Cadbury opens factory in crooked lane
- 9. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 1842, the range expands 1847 The business moves to Bridge Street Fry's produce the first chocolate bar
- 10. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 1850-1900 1861, Richard and George Cadbury take charge 1866, an innovative processing technique is introduced 1875 First milk chocolate bar
- 11. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Cadbury makes their first Easter egg in 1875 1878, The Cadbury brothers are inspired by their vision 1879, Bourneville 'the factory in a garden' is born 1893, George Cadbury adds another 120 acres to Bourneville
- 12. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 1897, Cadbury milk chocolate is launched 1900-1920 1900, Early outdoor and press advertising 1905, Cadbury dairy milk is launched
- 13. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 1905, First Cadbury logo commissioned 1906, Bourneville cocoa is launched 1908, Bourneville chocolate is launched
- 14. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 1915, Milk tray is launched 1919, Cadbury purchases fry's 1920-1940
- 15. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 1920, Cadbury dairy milk goes purple 1920, Flake is launched 1921, Cadbury script logo first appears
- 16. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 1928, the 'glass and a half' symbol is introduced 1928, investment begins in Cadbury dairy milk ads 1938, Cadbury roses are launched
- 17. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 1985, Boost coconut is launched 1987, Twirl is launched 1989, inspirations are launched
- 18. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 1990, Cadbury world opens 1996, Cadbury fuse is launched 2000-today
- 19. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 2000, Cadbury launched in Pakistan 2008 Cadbury and Schweppes demerge Cadbury cocoa partnership launched 2010, Cadbury becomes part of Mondelēz International
- 20. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation The Vision into action (VIA) plan embodies all aspects of our strategy. Our governing objective is to deliver superior shareowner returns by realizing our vision to be the world’s biggest and best confectionery company. At the heart of our plan is our financial scorecard, judiciously reinforced by our priorities, commitments and culture implementation. Cadbury’s mission statement says simply, Cadbury means quality. Our reputation is built upon quality; our commitment to continuous improvement will ensure that our promise is delivered.
- 21. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation
- 22. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Execution style tone appealFormat words Illustration Heading Copy
- 23. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation snack Bourneville Fred Curly worly chomp wispa Dairy milk Brunch Bar
- 24. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Cake buttons Cake Bars Mini rollls Fingers Animals biscuits Fudge bites Bourneville
- 25. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Heroes Milk tray Dairy milk taster KOKO Buttons
- 26. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Hot chock chunks Drinking chocolate Hot chocolate instantBourneville cocoa Highlight
- 27. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Flack 99 cone Twin post flake Chocolate trifleCDM stick Twin post flake
- 28. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Channel of distribution of Cadbury Factory/Production unit Retailers C&F Agents Re-Distributors Consumers Depot Wholesaler Modern Trade
- 29. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 4 P'S Product Place Price Promotion
- 30. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Weight(g) Price(Rs.) 10 5 22 10 42 20 95 50 165 100
- 31. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation
- 32. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Departments Finance Customer service R & D Marketing Human resource Production Administrati- on & IT
- 33. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation SWOT analysis Threats Opportunities Weaknesses Strengths
- 34. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation
- 35. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Cadbury dairy milk also divides the market into different group of customers. 13 - 19 29% 20 - 25 22% 26 - 30 19% 30 - 40 30% AGE GROUP
- 36. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Cadbury dairy milk also divides the market into different group of customers.
- 37. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation white 16% Dark 9%
- 38. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Western Europe, 32 NorthAmerica, 20Asia, 17 Latin America, 13 Middle East and Africa, 4 Austalasia, 2
- 39. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation BCG Matrix
- 40. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Micro environment Macro environme nt Environmenta l factors
- 41. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation MICRO Micro environment Customers Employees Distribution channels Competitors Investors
- 42. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation MACRO Micro environment Political factors Economic factors Social factors Technology- cal factors
- 43. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 0 5 10 15 20 25 India Latin Americ a Brazil China Russia Estern Europe Maxico percentage 21 12 11 9 8 7 4 Percentage Compound annual growth rate of the chocolate industry in emerging markets between 2011-17
- 44. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation
- 45. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 5.8 7.2 8.5 0 2 4 6 8 10 1999 2009 2020 MillionTons year Consumption in World wide
- 46. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Bring out new products for health conscious people. Continue to promote itself as substitute to mithai. Chocó-biscuits should be introduced. Should use pakistani ads and avoid global ads in pakistan . Consider attractive display or its own ‘Chocolate boutique’ (retail store). Special chocolates for Christmas should be introduced e.g. rum, champagne flavored New flavors like strawberry, orange, vanilla etc.
- 47. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation
Hinweis der Redaktion
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched
- 1996, Cadbury fuse is launched