Cadbury is a British confectionery company founded in 1824 in Birmingham, UK. It has over 89,400 employees and operates in 60 countries worldwide, marketing its products in 96 countries. Cadbury's iconic Dairy Milk chocolate bar is made with real milk from over 65 million liters purchased annually. The company has a long history in India, starting operations there in 1948 and pioneering cocoa cultivation development in 1965.

1. PRESENTED BY:-
MUTAHIRA
(MBA 1 SEM)

4. NAME CADBURY
FOUNDED 1824
FOUNDER JOHN CADBURY
HEADQUATERS BIRMINGHAM, UK
INDUSTRY TYPE CONFECTIONARY
OPERATING COUNTRY 60
MARKETING COUNTRY 96
EMPLOYEES 89,400
PRODUCTS DAIRY MILK, PERKS,GEMS
ETC.

5. 1948
Operation
stated in India
1965
Pioneered
the
development
of cocoa
cultivation
in India

6.  To become the worlds best and biggest
confectionery company.
 Have loads of stores worldwide.
 Increase earnings by 15% annually.
 To achieve revenue growth of 20% per
year.

9. Produced at chocolate factory in Bourneville
Transported to stockrooms
Cadbury sells its products to shops
Public

11. PRODUCT

12.  Cadbury dairy milk is made from real
chocolate.
 Ingredients include cocoa butter.
 There is a glass and half full cream dairy
milk in every 200 grams of milk chocolate.
 Cadbury buys 65 million of fresh milk each
year.

13. width
length
depth

15. PRICE

16. WEIGHT (gm) PRICE
10.5 5
22 10
40 20
42 (CRACKLE) 25
95 50
80 (FRUIT & NUT) 55
165 90
•Cadbury adopted competitive pricing.
•Due to price hike in raw material and lab our costs,
company had not increased price but reduces the weight
of product.

17. PROMOTION

18. Media mix for the campaign comprises
TV, outdoor, internet and radio
Use if emotional appeals in advertising
and
Occasional advertising
Concerned mostly on TV advertisement

19.  Cadbury appointed Amitabh Bachan as its
brand ambassador.
 The factor has pushed up CDM sales is the
AMITABH BACHAN campaign.

21. Real taste of
life
Khanewalu ko
khanay ka
bahana
chaiyay
Kuch meetha
ho jayay
Pappu pass ho
Gaya
Miss palampur Aaj pehli
tareekh hai

22. PACKAGING

23.  Introduced “purity sealed” packaging in
January 2004.
 Three layer packing.

26. STP
SEGMENTATION
TARGET MARKET
POSITIONING

27. SEGMENTATION
DEMOGRAPHIC
PSYCHOGRAPHIC
BEHAVIORAL
GEOGRAPHIC

28.  All market segments.
 Kids.
 Adults including every family member.
 Celebrations and occasions.

29.  For kids across India Cadbury is synonymous with
chocolates.
 CDM is positioned as “THE PERFECT EXPRESSION OF
LOVE”.
 “MAZA AA GAYA” spontaneous , carefree, special,
real moments.
 “KUCH MEETHA HO JAYAY”,
 “SHUBH AARAMBH.”

31. PRODUCT
LIFE CYCLE

34. STRENGHTH WEAKNESS OPPORTUNITY THREATS
Well established
brand.
70% market share
Rich product mix.
Aggressive
marketing.
Price according to
Indian market
Dental problems
with chocolate
Consumption
Little penetration
in rural section
Sometimes
packaging creates
problems.
Other competitors
have better
international
Increase share
through target
acquisition.
Increases
acceptance of
globalization in
sector.
Innovative and
captured market.
Cut throat
competition: AMUL,
NESTLE.
Entry of
international
brands.
Obsession with
calories.
Increased prices
in raw materials.
S
W
O
T