Name

WELCOME TO THE DELICIOUS WORLD

OF

CADBURY

Introduction

Cadbury India

4 P’s of Cadbury

Market Segmentation

SWOT

Market Scenario

Case Study- The battle of Worms (Oct 2003)

CONTENT

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.

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.

4 P‘S OF CADBURY

Product

Promotion

Place

Price

Production concept Widely available Inexpensive

Product concept Good quality Innovative features Improvisation

PRODUCT

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

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

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

Real test of Life

Khanevale ko khane ka bahana chahiye

Kuch Mitha ho jaye …

Subh Aarambh

Pappu Pass Ho Gaya

Dil jo keh raha hai

suno

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.

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

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

MARKET SCENARIO

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.