Ever since the CADBURY factory was set up in India in 1947, Cadbury chocolates have ruled the hearts of Indians with their fabulous taste. Considering the penchant we Indians have for sweets, its not surprising that these sweet, smooth, milky & irrestibly delicious chocolates are the best childhood gift any Indian child could get. Thank God for young JOHN CADBURY who ventured into the chocolate business over 150 years age, way back in England, in 1824. Long gone is the dry chocolate supplied by John Cadbury in his Birmingham grocery store. Today more than 250 million bars of Dairy Milk are produced & consumed every year.

Cadbury chocolate is born: John Cadbury converts from tea and coffee to selling chocolate.

1

John Cadbury

2First Factory: About the year 1780, the first machine-made chocolate is produced in Barcelona

3With Milk: After eight years of experimenting, the Swiss Daniel Peter puts the first milk chocolate on the market in 1875

milk chocolate

4Melting Sweetness Rodolphe Lindt of Berne produces chocolate which melts on the tongue for the first time in the year 1879.

First Dairy Milk

CADBURY TODAY

It has been more than half a century that CADBURY has been the most loveable brands in India. Cadbury India is a significant player in the impulse market enjoying 70% share in chocolates & a substantial share of the sugar confectionery market.

Life Full Of Cadbury

Cadbury is present in most happy occasions in the life of the consumer.

Their brands excite the consumer.

Cadbury is an expression of a consumer's life.

Cadbury Full Of Life

Cadbury as a company is vibrant.

Cadbury is a fun and energising workplace.

Cadbury is robust and alive.

Core purpose :“Working better together to create brands people love.”

Objective : “Grow shareholder value…over the long term.”

Strategy : “Create robust and sustainable regional positions in our core categories of confectionery and beverages through organic growth, acquisition and disposal.”

-The Blood of marketing• Cadbury believes in innovation. Innovation is a

virtue of marketing strategy. Its marketing strategy is such that it builds a brand image not only through advertisements alone but through performance.

• The strategies are as follows:-1. Cadbury uses a variety of advertisements with

different genres and themes to attract different age groups. Eg – Animated ads, Melodious jingles etc.

2. Cadbury associates itself with emotions and sentiments of people through relationships of friendship and brotherhood.

3. Sponsorship- Bournvita kid contest, Bournvita confidence academy, kya aap panchvi pass se tez hain

4. In order to capture the market particularly the youth segment the strategy adopted is to promote SPORTS by encouraging events such as

• Karate (whiz kid championship)• In 1980 cadbury bournvita was the official health

drink for the Indian team at the Moscow Olympics

5. Cadbury has not only restricted its market to child segment but through its innovativeness has captured every segment of the society

6. Innovation in product range has been a major advancement by Cadbury in retaining its market share. Examples of marketing innovation by Cadbury –

*Perk’s new range of ulta perk*5 star’s new range of 5 star crunchy*Gems new range of fruity gems7. Print & poster campaigns

8. Attractive packaging has been a successful way of attracting customers to buy its products over other chocolates

9. A huge atr value is associated with Cadbury which inurn increases the acceptability in the market. it has roped in bollywood legend Amitabh Bachan and the ravishing Preity Zinta to endorse its products diary milk and perk respectively.

10.Extremely catchy and well recognized tag lines and punch lines create strong brand value and awareness for Cadbury. The lines “Pappu pass ho gaya” , “Kuch metha ho jaye” gives a distinct image of Cadbury.

11.Cadbury caters to that segment of the society which cannot afford large sums of money. The marketing strategies adopted here would be introduction of economy packs of all its products and advertising the same.

12.The most important marketing policy being, implemented during the festive season. The sonsumptions of sweets is at its zenith during the festive season. India being a country of rich culture and diversified religions has a hand full of festivils. Cadbury makes most out of this season by introducing gift boxes thus spreading joy.

Cadbury believes that its business still has significant untapped potential- interms of

growth as well as returns. Between 2008- 2011 cadbury intends to –

*rope in new brand ambassador Deepika Padakone during the festive season.*introducing a new season of bournvita quiz contest.*introducing new seasonal flavours such as hazelnut, fudge, butterscotch etc.

REGIONAL OFFICES

Delhi Mumbai

Chennai

Bangalore Kottayam

Kolkata

FACTORIES

Malanpur Thane

Induri Mumbai

Managing For Value Process incorporates : Setting stretched financial objectives.

Adopting Value Based Management for major strategic and operational decisions and business systems.

Creating an outstanding leadership capability within their management.

Sharpening their company culture to reflect accountability, aggressiveness and adaptability.

Aligning their management rewards structure with the interests of the shareowners.

India's best managed companies in 2003

Cadbury India was identified as one of India’s Best Managed Companies in 2003. Mr Bharat Puri, Managing Director of Cadbury India was felicitated by India’s Finance Minister, Mr Jaswant Singh at Business Today’s Best Managed Companies Awards ceremony. It was the only Multinational Company featured in the list of Best Managed companies in India

Good values and good business go hand in hand

“Cadbury Community Initiative Programme” under the banner:

Love Security

Nutrition Education

A staggering 120 million chocolate bars are sold in New Zealand every year, 60 million of these

are made by Cadbury!!!!!!!!!!!!!

Cadbury uses 33,000 litres of milk every day for chocolate production at its Dunedin plant!!!!!!!!!!!!!!!

New Zealanders chew through 150 million Pascall Jaybees every year!!!!!!!!!!!!!

Cadbury Confectionery's Dunedin plant produces around 10,000 Crunchie bars per hour!!!!!!!!!!!!!

A Cadbury Moro bar is consumed once every two seconds. If stacked end to end the amount of Moro's consumed every year by New Zealanders would be 500 times the height of Mount Cook!!!!!!!!!

If all the blocks of Cadbury Dairy Milk produced since 1930 were placed end to end, they would stretch from Cadburys Dunedin factory to the moon!!!

Cadbury sells over 3.5 million boxes of chocolate every year!!!!!!!!!!!

Last year over 400 tonnes of pebbles were made. Enough to cover Eden Park 15 times!!!!!!!!!

Over 69 million Minties were consumed last year. That is 21 for every man, woman, and child! The Minties wrapping machine can wrap 1000 Minties in one minute!!!!!!!!!!!!!!

Cadbury Dairy Milk is the oldest chocolate brand in the country!!!!!!!!!!!!!!

Did you know that COCOA trees in Kerala are called Cadbury trees!!!!!!!!!!!!!

Strenghts • Large teeming population of kids and

teenagers• Well established market• Vast variety of products• Priced according to Indian mind set• Easy availability of cocoa in india

Weakness•Large portion of population suffers from diabetes, cholesterol disorders etc•Dental problems associated with consumption of chocolates.

Opportunities • Innovative uncaptured chocolate market in

india – ( such as sugar free chocolate sector)• Large number of occasion celebrations and

festivals in which chocs are used as a medium to convey happiness

• Increasing acceptance of Globalisation and better relationship with foreign companies.

Threats• Competition- cut throat competition from

nestle amul and international choc brands• Negative publicity and contravacies• Negative publicity and contravacies• New entrance and individual players ( rise in

sale of homemade chocolates)• Preference and availability of other

substitutes ( sweets and deserts)

Product LineThe market major of Chocolates offers the

following products in the market:-1.Chocolates :- eg. Cadbury dairy milk,

perk, celebrations, tempetations, five star, eclairs, gems, cadbury lite, fruit and nut and cadbury crackle,cadbury heros and many more

2.Snacks :- cadbury byes3.Beverages :- Bournvita, cadbury delight 4. Candy :- cadbury halls5. Gums :- Bubbaloo

Young or old, boy or gal, sibling or pal...... Cadbury has something sweet for everyone. So which of their chocolates are one for u………..?

Bytes is the first foray of Cadbury into the rapidly growing Bagged Snack Category of Snacking. Largely dominated by Salted products, the lead brands in this category includes Lays, Cheetos, Kurkure, Picnic, Uncle Chips, Peppy etc. In this arena of salted products, Bytes positions itself as a unique offering of wafer biscuits filled with chocolate.

BYTES…..

“KYA SWAD HAI ZINDAGI MAI” redefined the way the world looked at Cadbury chocolate. Priety zinta’s cherubic dimples laid the foundations for what would become the Indian teenager favourite snack. Cadbury’s advertising has, over the past few years, aptly reflected Indian passion for chocolates