Small presentation on Cadbury.

1. Name
WELCOME TO THE
DELICIOUS WORLD
OF
CADBURY

2.  Introduction
 Cadbury India
 4 P’s of Cadbury
 Market Segmentation
 SWOT
 Market Scenario
 Case Study-The battle ofWorms (Oct 2003)
CONTENT

3. INTRODUCTION
 A British multinational confectionery company owned by Mondelez International.
 Established in Birmingham, England (UK) by John Cadbury in 1824, but it did not start as a confectionery
shop but sold tea/ coffee/ home made drinking chocolate
 Headquarter is in Uxbridge, Greater London (UK) & operates in more than fifty countries world wide.
 By 1842, John was selling 11 kinds of cocoa and 16 kinds of drinking chocolates.
 In 1853, Cadbury became the confectioner to the British Crown.
 In 1847 - 1861, Cadbury became partner with his brother Benjamin & company known as Cadbury
Brother and then John Cadbury's sons Richard & George took over the business.
 Today Cadbury is the largest confectionary company in the world.

6. CADBURY INDIA
 In India, Cadbury began its operations in 1948 by importing chocolates.
 It today has 5 company-owned manufacturing facilities & 4 sales offices in 4 metros.
 The corporate office is in Mumbai.
 Cadbury enjoys a value market share of over 67% - the highest Cadbury brand share in the
world!
 The brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India.
 Cadbury in India operated in five categories:Chocolates, Beverages, Biscuits, Candy & Gum.

7. 4 P‘S OF CADBURY
Product
Promotion
Place
Price

8.  Production concept
 Widely available
 Inexpensive
 Product concept
 Good quality
 Innovative features
 Improvisation
PRODUCT

9.  Presence
 Available in 33 countries
 India is among Cadbury's top 12 global markets
 Distribution network in India
 Four sales offices
 2500 distributors
 5,50,000 retailers
 Many non-retail chains
 Headquarter is in Mumbai
PLACE

10.  Low costing for basic product from Rs 5 to Rs 20
 Moderate price of variants priced between Rs 35 to RS 60
 Premium segment (premium pricing strategy)
 Cadbury Dairy Milk Silk, a brand priced at Rs 60 for 60 grams
 Rs 150 for 160 grams available in Milk chocolate
 Roast Almond and Fruit & Nut variants.
PRICE

11.  Promotion of Cadbury World to various target audiences is a vital
part of the management function, like
 Television
 The Print Media
 Posters
 For India, we all know various ads of Cadbury that are still there in
our minds from older to newer.
PROMOTION

12. Subh Aarambh

13. The most effective one, which is the reason behind the success of
Cadbury after a Big Fall i.e. “BIG B Factor”.
We all accept that Mr. Amitabh Bachchan is the person solely
responsible for the height that Cadbury has achieved today in India.

14. MARKET SEGMENTATION
• Occasions
• Benefits
• Usage Rate
• Attitude
towards the
Product
• Life Style
• Age
• Gender
• Income
• Region
• Countries
• Climate
Geographic
Segment
Demographic
Segment
Behavioral
Segment
Psychographic
Segment

15. S. W. O. T.
Strengths
•Well established brand
•Huge market share 67%
•Rich product mix
•Aggressive marketing
•Price according to Indian
market
Weakness
•Dental problems with
chocolates consumption
•Little penetration in rural sec
•Other competitors have
better international
experience
Opportunities
•Increase share through
targeted acquisition
•Increases acceptance of
Globalization in sector.
•Innovative un captured
market
Threats
•Cut throat comp : Nestle,
Amul
•Entry of international brands
•Obsession with calories
•Negative publicity and
controversies

16. MARKET SCENARIO

17. CASE STUDY-
THE BATTLE OF WORMS (OCT 2003)
Dairy Milk bars infested with worms. Cadbury's found itself guilt, when a
few instances of worms in its Dairy Milk were reported.
Effects - Negative publicity sales volume came down in 12 weeks by
30%.
Maharashtra FDA went on to then seize the chocolate stock.
In October 2003, it launched Project Vishwas.
 Imports machinery - revamps Packaging.
 Brands Ambassador was Mr. Amitabh Bachchan.