4. Company profile
• Started in 1824
• By John Cadbury
• In Birmingham, England
• Headquarters : UK
• By 1842, John was selling 11 kinds of cocoa and 16 kinds of drinking
chocolates.
• By 1864, George and Richard, sons of John continued to expand the
product line.
• Cadbury manufactured its milk chocolate in 1897
• 1920‟s The Cadbury script logo is first used.
• Today Cadbury is the largest confectionary company in the world.
• The company was known as Cadbury Schweppes plc from 1969–2008 until
its demerge
• On 19 January 2010, it was announced that Cadbury and Kraft Foods had
reached a deal and that Kraft would purchase Cadbury valuing Cadbury at
£11.5bn
5. • Cadbury India is a fully owned subsidy of Kraft Foods Inc.
The combination of Kraft Foods and Cadbury creates a global
powerhouse in snacks, confectionery and quick meals.
• With annual revenues of approximately $50 billion, the
combined company is the world's second largest food
company, making delicious products for billions of consumers
in more than 160 countries. We employ approximately 140,000
people and have operations in more than 70 countries.
• Our core purpose "make today delicious" captures the spirit of
what we are trying to achieve as a business. We make delicious
foods you can feel good about. Whether watching your weight
or preparing to celebrate, grabbing a quick bite or sitting down
to family night, we pour our hearts into creating foods that are
wholesome and delicious.
6. Mission
"Cadbury‟s mission statement says simply: „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‟
Vision
The Barrow Cadbury Trust‟s vision is of a peaceful, equitable society, free
from discrimination and based on the principle of social justice for all.
Objective
• to make lots of chocolate.
• improve the quality of their chocolate.
• To Survive in the market.
• Have loads of stores worldwide
7. • In India, Cadbury began its operations in 1948 by
importing chocolates. After over 60 years of
existence, it today has six company-owned
manufacturing facilities at Thane, Induri (Pune) and
Malanpur (Gwalior), Bangalore and Baddi (Himachal
Pradesh) Hyderabad and 4 sales offices (New Delhi,
Mumbai, Kolkata and Chennai). The corporate office
is in Mumbai.
CHOCOLATE BAR MADE BY CADBURY.
BORN IN YEAR 1905. BOURNVILLE, U.K
8. Popular Brands in INDIA
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9. Industry Analysis
• Chocolate consumption in India is extremely low.
• Cadbury dominates the chocolate market with about 70%
market share.
• Nestle has emerged as a significant competitor with about
20% market share.
• Leading national players are Parry's, Ravalgaon, Candico and
Nutrient.
• Indian chocolate market grew at the rate of 10% pa in 70's and
80's, driven mainly by the children
• segment.
• In the late 80's, when the market started stagnating, Cadbury
repositioned its Dairy
10. • Milk to any time product rather than an occasional luxury. Its
advertisement focused on
• adults rather than children.
• Cadbury had a market share of over 80 percent, but its party
was spoiled when Nestle appeared on the scene.
Five company-owned manufacturing
facilities:
Thane
Induri (Pune)
Malanpur (Gwalior)
Bangalore
Baddi (Himachal Pradesh)
Corporate/Head office:
Mumbai
12. MANAGEMENT TEAM
• CEO
• Todd Stitzer
• CHAIRMAN OF THE BOARD
• Roger Carr
• DIRECTORS
• Raymond Viault, Ellen Marram ,
• Sanjiv Ahuja Guy Elliott, Chris Patten,
• Colin Day, Wolfgang Berndt, Baroness Hogg
• CFO
• Andrew Bonfield
13. PEST Analysis
P – Political
Political decisions can affect Cadbury‟s, these can be either
advantages or disadvantages
E – Economical
There is no doubt that the Cadbury is making a big
contribution in the economies of India as well as in their own
country.
14. S – Social
Cadbury India has a tradition of caring for the environment and
enriching the quality of lives of the communities we live and work
in, through a variety of result-oriented programs
Various steps taken by Cadbury India are:
• MIGRATORY BIRDS STOP OVER AT OUR BANGALORE
FACTORY
• PIONEERING COCOA CULTIVATION IN INDIA
T – Technological
• New machinery
• Maintenance
• Cost of Equipment
16. THREAT OF NEW
ENTRANTS
INDUSTRY
BARGAINING COMPETITOR BARGAINING
POWER OF S (Rivalry POWER OF
SUPPLIERS among existing BUYERS
firms)
THREAT OF
SUBSTITUTES
17. SWOT ANALYSIS
S W
• Reputed topmost chocolate provider • Lack of penetration in rural market
• well known brand • Large population suffers from
• Priced according to Indian mindset. diabetes, cholesterol disorders etc.
• Strong marketing and distribution
channel
• Customers have positive perception
about the brand
• Well established market with vast
variety of products.
O T
• Occasion celebrations and festivals in • No brand loyalty in the chocolate market
India. .
• Increasing acceptance of Globalization. • Competition(Amul & Nestle)
• Increases in the recent chocolate • Preference and availability of other
market(almost @ 30%) substitutes (sweets and deserts)
• Besides the low calorie products they • New brands are entering
also provides sugar free candies. • existing brands are introducing new
variants.
18. • Celebrating 1OO years in India.
• Market share-20%.
• Profit 22% with net income rising to
$3.4billion
• Sales growth-27%
19. • Rulling since 1942.
• 3rd larget chocolate industry in India followee
by Cadbury and Nestle.
• Market share-5%
29. GE MATRIX
CHOCLATE
0% 0%
B.U
I.A BISCUITS
CANDY
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5…
B.U
B.U.I
.I
BEVARAGES I.A
B.U.I
GUM
I.A
B
I.
30. CDM ARE SOLD DIRECTLY TO WHOLESELLER AND RETAILERS.
CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES
2100 DISTRIBUTORS AND 450,000 RETAILERS.
RETAILER
WHOLESELLER
31. VALUE CHAIN ANALYSIS
Supplies& Distribution Sales & Profit
Inbound logistics
Operations Outbound
logistics marketing
service margin
32. • Marketing and Sales
• Finance
• Administration and IT support
• Operations
• Research and Development
• Production
• Customer Services
• Human Resources
37. POSITIONING STRATEGY
“For kids across India”
The word „Cadbury‟ is synonymous with chocolates.
“CDM positioned as”
„The perfect expression of love‟
“Mazzaaagaya”
Spontaneous, carefree, special, real moments.
“KuchMeetha ho jaye”
The brand want itself to be synonymous with Sweet.
40. CONCLUSION
• There is an immense scope for chocolate industry
in India
• Indian chocolate industry is unique mix with
extreme consumption
patterns, attitudes, beliefs, income level and
spending
• Understanding consumer preferences and
demands is the key to growth
• Pricing, quality , flavors and pack size are some
of the important factors
• Economical distribution using proper supply
chain management is necessity
• Brand loyalty should be maintained
