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Cadbury
profile of Cadbury
•Cadbury is a British multinational confectionery company wholly owned
by Mondelez International (originally Kraft Foods) since 2010.
• It is the second-largest confectionery brand in the world after Mars.
• Cadbury is internationally headquartered in Uxbridge, West London, and
operates in more than 50 countries worldwide.
•It is known for its Dairy Milk chocolate, the Crème Egg and Roses selection
box, and many other confectionery products.
•Cadbury was established in Birmingham, England in 1824(194 years ago)
by John Cadbury who sold tea, coffee and drinking chocolate.
•John Cadbury (12 august 1801-11may 1889) was an English proprietor and
founder of Cadbury the chocolates business based in Birmingham England.
•Key people:- Irene Rosenfeld, (Chairman)
Dirk Van de Put, (CEO)
•Type:- subsidiary
•Industry:- confectionery
•In 1948, Cadbury India began its operations in India by
importing chocolates.
•On 19 July 1948, Cadbury was incorporated in India.
•It now has manufacturing facilities in Thane, Induri (Pune)
and Malanpur (Gwalior), Hyderabad, Bangalore and Baddi
(Himachal Pradesh) and sales offices in New
Delhi, Mumbai, Kolkata and Chennai.
•The corporate head office is in Mumbai.
•Anand kripalu is managing director and CEO of cadbury india
ltd
MISSION
To create and sustain flourishing communities where people choose to live.
•By promoting new social housing of good quality which enhances the
environment.
•By managing housing stock and estates to the highest standard for all
residents.
•By encouraging residents to share in decisions affecting their communities.
VISION
•Promotion of brands carrying mass franchise without compromise on quality
or margins.
•Increasing the market depth including rural India’s coverage.
•Better product quality and packaging.
•Efficient working capital management.
objectives
Cadbury Dairy Milk main aim and objective is to become world best and
biggest confectionery company. The company is really keen to perform
better than the competitors. Cadbury Dairy Milk is among the leading
companies of the world.
• To develop differentiated product, while exploiting a smart variety, to
achieve their profitable growth in confectionery and beverage.
• By Working together with global supply chain Cadbury have a competitive
advantage while attaining their ethical and cost-reduction goals.
• Cadbury have a highly motivated Global Science & Technology Team that is
admired internally and externally for delivering superior results
The brand building of cadbury dairy milk
•The story of Cadbury Dairy milk started way back in 1905 at Bournville ,
uk, but the journey with chocolate lovers in India began in 1948.
• The pure taste of cadbury dairy milk is the taste most Indians crave for when
they think of cadbury dairy milk
•The variour fruits and nuts, crackle and roast almond, combine the classic
taste of cadbury dairy milk with a variety of ingredients and are very popular
amongst teens and adults recently, cadbury dairy milk desserts was launched
specifically to cater to the urge for something sweet after meals.
competitors
• Mars:-Mars was founded in the year 1911 and headquartered in the United
States. Apart from confectionery products, it is also into production of pet food and
other products related to food. Mars confectionary products include Mars bars,
M&M’s, Skittles, Snickers, Milky Way bars and Twix.
Mars food is devoted to providing better food quality for the buyers. Their
production concentrates on quality, taste and at affordable rates. Mars production
runs across 12 manufacturing sites and has about 2,000 employees. Mars produces
about 13 food brands that are available in more than 30 countries. Due to the
enormous product brand and their quality Mars is considered as one of the top
Cadbury competitors.
• Hershey’s:-
Hershey’s is an American company that has been into the chocolate factory since
1894. It is headquartered in Pennsylvania and considered as one of the largest
manufacturing company in chocolate. Hershey’s chocolate is available across the
United States. Hershey’s production of chocolate mainly focuses on four main
flavors which are milk, white, dark and gold.
The Cocoa that is used in the production is sourced from various growing
regions of the world. Due to their huge products and their taste, Hershey’s is
considered as one of the top Cadbury competitors.
Hershey's is in a unique position, as it is both a competitor and a distributor of
Cadbury products. The long-time rights deal led many to believe that Cadbury
and Hershey's would eventually merge, but that has not been the case. Nestle
and Cadbury did at one time attempt a joint bid for Hershey's, but it ultimately
fell through.
Nestle is a food and drink company which is headquartered in Switzerland.
Nestle is considered as one of the largest food company in the world. It has
around 2000 brands and their main products include medical food, baby food,
bottled water, breakfast cereals, confectionery products, coffee, tea and many
more.
It mainly focuses on increasing the quality of their food products which can
contribute to a healthier life. Due to their wide reach and focus on quality
for their food products, Nestle is considered as one of the top Cadbury
competitors.
SWOT
(STRENGTHS, WEAKNESSES,OPPORTUNITIES AND THREATS)
Cadbury is one of the top most FMCG brands in India and hence there is no doubt
that the strengths and opportunities of Cadbury are far more than it’s weaknesses
and challenges. Let us delve deeper in the SWOT of Cadbury
.
World leader – Cadbury is the world’s leader in chocolates. Known to have the
best manufacturing and a wide distribution channel, Cadbury has a presence in
200 or more countries.
Powerhouse brands and Products – Cadbury has many strong brands in
its product portfolio such as dairy milk, Bournvita, oreo, five star and others. The
product are high quality products and some of them are cash cows for Cadbury.
Positioning as gift – The smartest tactic that Cadbury has done over the years
with products like dairy milk and celebrations is that these chocolates are
positioned for gifting. In fact the recent bournville, has a complete focus on
the gifting position. Due to this smart strategy Cadbury has safely
differentiated itself from majority of its competitors.
•STRENGTHS
• Weaknesses
As mentioned previously, a brand like Cadbury is expected to have many strengths
and few weaknesses, and the same is the case. Cadbury’s weakness is its rural
distribution considering India has such a wide rural diaspora which can be covered.
At the same time, A few cases here and there have happened based on the quality of
the product where cockroaches or other rodents were found in the chocolate. It is
inexcusable for a brand like Cadbury to show such ignorance because such infected
chocolates should not leave quality control at all. Thus quality control needs to be
strengthened.
•Opportunities
Rural markets – What is a weakness can become an opportunity. Penetrating
rural markets and distribution in rural markets can be a large opportunity for
Cadbury. It is present in foreign countries and a rural presence is much needed
for Cadbury which will boost the brands presence and turnover.
New Tastes – Indian consumers have a sweet tooth and they frequently like to eat small
chocolates as well as chocolate bars. On top of it, there are various flavors which
consumers like. Thus, new tastes and new flavors are an opportunity which Cadbury
can generate regularly
•THREATS
Cost and price increase – With an increase in fuel cost as well as cost of
transportation, distribution cost has gone up. At the same time, the cost of
procurement and manufacturing is high as well. Thus, over the years, the constant
increase in costing and thereby pricing of the product is a threat to Cadbury as it
creates a gap for other companies to enter.
Health consciousness on the rise – Health consciousness is on the rise
amongst the Indian population. Many people prefer drinking health juices as
well as fruits rather than having chocolates. Every week you will see articles on
news papers as well as on blogs which advice against eating chocolate and
propagate the benefits of staying healthy. At the same time, many parents have
stopped giving chocolates to their kids looking at the adverse affects.
Decreasing importance of festivals – Cadbury has spent years to get the position
of a gift on festivals and occasions. What happens when the importance of these
festivals drops? The buying of chocolates also drops.
Rising demand of people, growing purchasing power – Nowadays, if
you gift a chocolate to children, they are likely to demand a toy car, a
bicycle or for a young adult, a computer. Thus, with a rise in purchasing
power, the demands of gifts also has gone up in value and just a chocolate
will not suffice. This is also a threat for Cadbury.
Thus, this is the complete SWOT analysis of Cadbury. If you have a
suggestion for any further strengths, weaknesses, opportunities or threats
for the Cadbury brand, then please suggest the same in the comments
column below.
PRODUCT PROFILE
Cadbury
BCG MATRIX
•STAR:- Cadbury india with products Cadbury dairy milk and bournvita
are key players having high market share and high market growth they are
the star products of cadbury india.
•QUESTION MARK:- Bournville chocolate and dairy milk candy are the
products which have high market growth and low market share .these product may
becomestar product if more investment is made. these are the question marks for
cadbury india.
•CASHCOW:-Perk , five star cadbury delight are the cashcows for
Cadbury india as they are having low market growth but high market
share.
•DOGS:- Eclaires ,Cadbury gems,gums are dogs product having low market
share and low market growth.
RECOMMENDATIONS &
SUGGESTIONS
•Maintain dominance in chocolates, confectionery and market leadership in brown
drinks.
•New channels such as gifting, child connectivity and value for money offering to be
the key growth drives.
•Growth volume of sales at least 20% p.a over the next years.
•Achieve the goal of the best manufacturing location in cadbury Schweppes world for
dairy milk and éclairs.
•One new major products launch every year.
•People are unsatisfied with the price and quantity of chocolates so company should
concentrate in the regards also.
•For promotional offers, company should go for free gifts rather than going for other
ways.
Major Achievements of Cadbury
•Worlds No 1 Confectionery company.
• World's No 2 Gums company.
• World's No 3 Beverage company.
• Cadbury Dairy Milk & Bournvita have been declared a "Consumer
Superbrand" for 2006-07 by Superbrands India.
• Cadbury India has been ranked 5th in the FMCG sector, in a survey on
India's most respected companies by sector conducted by Business World
magazine in 2007.
• Cadbury India has been ranked as the 7th Great Place to Work and the
No. 1 FMCG company in India in 2008, by the Great Place to Work
Institute. Asian Marketing Effectiveness Awards 2008 for Bournvita
Folk/Fusion campaign - GOLD award for the "Best Insights and Strategic
Thinking" and SILVER award for the 'Most Effective Use of Advertising.
CONCLUSION
Cadbury is one of the best known brands in the world today. It is a brand which
is associated with high levels of quality and customer satisfaction.
The ongoing growth of Café Cadbury provides a flagship that further helps to
enhance the reputation of the Cadbury Masterbrand. At the same time, it provides
customers with the opportunity to indulge themselves in the enjoyment of high
quality products in a welcoming environment.

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Cadbury

  • 2. profile of Cadbury •Cadbury is a British multinational confectionery company wholly owned by Mondelez International (originally Kraft Foods) since 2010. • It is the second-largest confectionery brand in the world after Mars. • Cadbury is internationally headquartered in Uxbridge, West London, and operates in more than 50 countries worldwide. •It is known for its Dairy Milk chocolate, the Crème Egg and Roses selection box, and many other confectionery products. •Cadbury was established in Birmingham, England in 1824(194 years ago) by John Cadbury who sold tea, coffee and drinking chocolate.
  • 3. •John Cadbury (12 august 1801-11may 1889) was an English proprietor and founder of Cadbury the chocolates business based in Birmingham England. •Key people:- Irene Rosenfeld, (Chairman) Dirk Van de Put, (CEO) •Type:- subsidiary •Industry:- confectionery
  • 4. •In 1948, Cadbury India began its operations in India by importing chocolates. •On 19 July 1948, Cadbury was incorporated in India. •It now has manufacturing facilities in Thane, Induri (Pune) and Malanpur (Gwalior), Hyderabad, Bangalore and Baddi (Himachal Pradesh) and sales offices in New Delhi, Mumbai, Kolkata and Chennai. •The corporate head office is in Mumbai. •Anand kripalu is managing director and CEO of cadbury india ltd
  • 5. MISSION To create and sustain flourishing communities where people choose to live. •By promoting new social housing of good quality which enhances the environment. •By managing housing stock and estates to the highest standard for all residents. •By encouraging residents to share in decisions affecting their communities.
  • 6. VISION •Promotion of brands carrying mass franchise without compromise on quality or margins. •Increasing the market depth including rural India’s coverage. •Better product quality and packaging. •Efficient working capital management.
  • 7. objectives Cadbury Dairy Milk main aim and objective is to become world best and biggest confectionery company. The company is really keen to perform better than the competitors. Cadbury Dairy Milk is among the leading companies of the world. • To develop differentiated product, while exploiting a smart variety, to achieve their profitable growth in confectionery and beverage. • By Working together with global supply chain Cadbury have a competitive advantage while attaining their ethical and cost-reduction goals. • Cadbury have a highly motivated Global Science & Technology Team that is admired internally and externally for delivering superior results
  • 8. The brand building of cadbury dairy milk •The story of Cadbury Dairy milk started way back in 1905 at Bournville , uk, but the journey with chocolate lovers in India began in 1948. • The pure taste of cadbury dairy milk is the taste most Indians crave for when they think of cadbury dairy milk •The variour fruits and nuts, crackle and roast almond, combine the classic taste of cadbury dairy milk with a variety of ingredients and are very popular amongst teens and adults recently, cadbury dairy milk desserts was launched specifically to cater to the urge for something sweet after meals.
  • 9. competitors • Mars:-Mars was founded in the year 1911 and headquartered in the United States. Apart from confectionery products, it is also into production of pet food and other products related to food. Mars confectionary products include Mars bars, M&M’s, Skittles, Snickers, Milky Way bars and Twix. Mars food is devoted to providing better food quality for the buyers. Their production concentrates on quality, taste and at affordable rates. Mars production runs across 12 manufacturing sites and has about 2,000 employees. Mars produces about 13 food brands that are available in more than 30 countries. Due to the enormous product brand and their quality Mars is considered as one of the top Cadbury competitors.
  • 10. • Hershey’s:- Hershey’s is an American company that has been into the chocolate factory since 1894. It is headquartered in Pennsylvania and considered as one of the largest manufacturing company in chocolate. Hershey’s chocolate is available across the United States. Hershey’s production of chocolate mainly focuses on four main flavors which are milk, white, dark and gold. The Cocoa that is used in the production is sourced from various growing regions of the world. Due to their huge products and their taste, Hershey’s is considered as one of the top Cadbury competitors. Hershey's is in a unique position, as it is both a competitor and a distributor of Cadbury products. The long-time rights deal led many to believe that Cadbury and Hershey's would eventually merge, but that has not been the case. Nestle and Cadbury did at one time attempt a joint bid for Hershey's, but it ultimately fell through.
  • 11. Nestle is a food and drink company which is headquartered in Switzerland. Nestle is considered as one of the largest food company in the world. It has around 2000 brands and their main products include medical food, baby food, bottled water, breakfast cereals, confectionery products, coffee, tea and many more. It mainly focuses on increasing the quality of their food products which can contribute to a healthier life. Due to their wide reach and focus on quality for their food products, Nestle is considered as one of the top Cadbury competitors.
  • 12. SWOT (STRENGTHS, WEAKNESSES,OPPORTUNITIES AND THREATS) Cadbury is one of the top most FMCG brands in India and hence there is no doubt that the strengths and opportunities of Cadbury are far more than it’s weaknesses and challenges. Let us delve deeper in the SWOT of Cadbury . World leader – Cadbury is the world’s leader in chocolates. Known to have the best manufacturing and a wide distribution channel, Cadbury has a presence in 200 or more countries. Powerhouse brands and Products – Cadbury has many strong brands in its product portfolio such as dairy milk, Bournvita, oreo, five star and others. The product are high quality products and some of them are cash cows for Cadbury. Positioning as gift – The smartest tactic that Cadbury has done over the years with products like dairy milk and celebrations is that these chocolates are positioned for gifting. In fact the recent bournville, has a complete focus on the gifting position. Due to this smart strategy Cadbury has safely differentiated itself from majority of its competitors. •STRENGTHS
  • 13. • Weaknesses As mentioned previously, a brand like Cadbury is expected to have many strengths and few weaknesses, and the same is the case. Cadbury’s weakness is its rural distribution considering India has such a wide rural diaspora which can be covered. At the same time, A few cases here and there have happened based on the quality of the product where cockroaches or other rodents were found in the chocolate. It is inexcusable for a brand like Cadbury to show such ignorance because such infected chocolates should not leave quality control at all. Thus quality control needs to be strengthened. •Opportunities Rural markets – What is a weakness can become an opportunity. Penetrating rural markets and distribution in rural markets can be a large opportunity for Cadbury. It is present in foreign countries and a rural presence is much needed for Cadbury which will boost the brands presence and turnover.
  • 14. New Tastes – Indian consumers have a sweet tooth and they frequently like to eat small chocolates as well as chocolate bars. On top of it, there are various flavors which consumers like. Thus, new tastes and new flavors are an opportunity which Cadbury can generate regularly •THREATS Cost and price increase – With an increase in fuel cost as well as cost of transportation, distribution cost has gone up. At the same time, the cost of procurement and manufacturing is high as well. Thus, over the years, the constant increase in costing and thereby pricing of the product is a threat to Cadbury as it creates a gap for other companies to enter. Health consciousness on the rise – Health consciousness is on the rise amongst the Indian population. Many people prefer drinking health juices as well as fruits rather than having chocolates. Every week you will see articles on news papers as well as on blogs which advice against eating chocolate and propagate the benefits of staying healthy. At the same time, many parents have stopped giving chocolates to their kids looking at the adverse affects.
  • 15. Decreasing importance of festivals – Cadbury has spent years to get the position of a gift on festivals and occasions. What happens when the importance of these festivals drops? The buying of chocolates also drops. Rising demand of people, growing purchasing power – Nowadays, if you gift a chocolate to children, they are likely to demand a toy car, a bicycle or for a young adult, a computer. Thus, with a rise in purchasing power, the demands of gifts also has gone up in value and just a chocolate will not suffice. This is also a threat for Cadbury. Thus, this is the complete SWOT analysis of Cadbury. If you have a suggestion for any further strengths, weaknesses, opportunities or threats for the Cadbury brand, then please suggest the same in the comments column below.
  • 19. •STAR:- Cadbury india with products Cadbury dairy milk and bournvita are key players having high market share and high market growth they are the star products of cadbury india. •QUESTION MARK:- Bournville chocolate and dairy milk candy are the products which have high market growth and low market share .these product may becomestar product if more investment is made. these are the question marks for cadbury india. •CASHCOW:-Perk , five star cadbury delight are the cashcows for Cadbury india as they are having low market growth but high market share. •DOGS:- Eclaires ,Cadbury gems,gums are dogs product having low market share and low market growth.
  • 20. RECOMMENDATIONS & SUGGESTIONS •Maintain dominance in chocolates, confectionery and market leadership in brown drinks. •New channels such as gifting, child connectivity and value for money offering to be the key growth drives. •Growth volume of sales at least 20% p.a over the next years. •Achieve the goal of the best manufacturing location in cadbury Schweppes world for dairy milk and éclairs. •One new major products launch every year. •People are unsatisfied with the price and quantity of chocolates so company should concentrate in the regards also. •For promotional offers, company should go for free gifts rather than going for other ways.
  • 21. Major Achievements of Cadbury •Worlds No 1 Confectionery company. • World's No 2 Gums company. • World's No 3 Beverage company. • Cadbury Dairy Milk & Bournvita have been declared a "Consumer Superbrand" for 2006-07 by Superbrands India. • Cadbury India has been ranked 5th in the FMCG sector, in a survey on India's most respected companies by sector conducted by Business World magazine in 2007. • Cadbury India has been ranked as the 7th Great Place to Work and the No. 1 FMCG company in India in 2008, by the Great Place to Work Institute. Asian Marketing Effectiveness Awards 2008 for Bournvita Folk/Fusion campaign - GOLD award for the "Best Insights and Strategic Thinking" and SILVER award for the 'Most Effective Use of Advertising.
  • 22. CONCLUSION Cadbury is one of the best known brands in the world today. It is a brand which is associated with high levels of quality and customer satisfaction. The ongoing growth of Café Cadbury provides a flagship that further helps to enhance the reputation of the Cadbury Masterbrand. At the same time, it provides customers with the opportunity to indulge themselves in the enjoyment of high quality products in a welcoming environment.