Cadbury India is a subsidiary of Mondelez International Based in the U.S.A

Company was Incorporated on 19th July as a private limited company under the name of Cadbury-Fry (India) Private Limited. - The name of the Company was changed from Cadbury-Fry (India) Pvt. Ltd., to Cadbury India Pvt. Ltd., on 7th June1977.

Product Mix

ChocolatesBeveragesBiscuitsCandyGum

Chocolates Beverages Biscuits Candy Gum

Dairymilk Bournvita Oreo Eclairs Bubaloo

Celebrations Tang Halls

Bournville

5-Star

Perk

Gems

Toblerone

DairyMilk Celebration Bournville 5-Star Perks Gems Toblerone

Dairy Milk (plain)

Rich dry fruit Plain Plain With glucose In box packing

Milk chocolate flavor

Roasted Almond

Mixed Pack Hazel nut Fruit and nut Share pack

Fruit and nut Rich Cocoa Crunchy Surprise

Crackel Raisin & Nut

Shots Almond

Silk(plain)

Silk(fruit And nut)

Silk(Roasted almond)

WIDTH:The width of a company's product mix pertains to the number of product lines that a company sells. For eg: if a company has two product lines its product mix width is two.Cadbury’s product line width: 5

LENGTH:Product length pertains to the number of total products or items in a company's particular product line. For eg: A company may have a product lines and five brands within the product line, thus the company’s product length would be 5.We have taken Cadbury’s Chocolates as the product line to study. So for that the length of that product line is: 7

DEPTH:Depth of product mix pertains to total no of variations for each product. Variations can include size, flavor and any other distinguishing characteristics.Cadbury’s product depth: 44

TWIST-lick-DUNKAvailable in :

VanillaChoco-cream

Pricing • Rs. 50/- pack• Rs. 5/- pack for 3 biscuits• Rs. 10/- pack for 7 biscuits• Rs. 20/- pack for 14 biscuits

Promotion - Advertisement

ProductBourville is made from the finest Ghana cocoa beans and was launched in 4 variants:-

Rich CocoaAlmondHazelnutRaison & Nut

Cont.

Available in 2 sizes

80g 40g

Cont.

Unique PackagingPremium packagingTalks about health benefits

Price

Product Size Price (INR)Rich Cocoa 80g

40g7530

Almond 80g40g

8035

Hazelnut 80g40g

8035

Raison & Nut 80g40g

8035

Cont.Premium Pricing StrategyProduct-Bundling Pricing StrategyCadbury Bournville (Pack of 4) 320g priced at INR 300

PromotionAdvertisementPREvents

Cont.Advertisements

Television Ads – 5 croresNewspapers – 3.80 lakhsHoardings – 1 croreMagazines – 20 lakhs

Cont.

Cont.• PR• Events

PRODUCT LAUNCHED IN 1948.

ONE OF THE OLDEST BRAND IN MALT-BASED FOOD CATEGORY.

CORE VALUES:• Physical and Mental Fitness.• Chocolate Taste.

VARIETIES: • Cadbury Bournvita Super Chargers.• Cadbury Bournvita 5-star Magic.• Cadbury Bournvita Little Champs.

MARKET SHARE OF 17%

Bournvita Super Chargers

Bournvita 5-star Magic

Bournvita Li’l Champs

PRICINGThe product falls in the high price band and hence used mostly by the customers staying in large towns and cities.

It is priced higher than other products in the malt-based food segment like Boost, Complan, Maltova etc.

The pricing is based on the brand ”CADBURY” known for using the best quality cocoa for the chocolate flavor and also the nutritional value it provides.

The comparatively higher price does not deter the consumers from buying the product because of the faith of the customers in the brand.

PROMOTION TAGLINES IN ADVERTISEMENTS:-- In 70’s the tagline was ” Goodness that grows with you”.-- In 80’s the tagline was “Brought up bright, Bournvita right”.-- In 90’s the tagline was “Tan ki shakti, Man ki shakti”.-- After 2000, the tagline was “ 2 cups of bournvita for balanced nutrition”.-- Currently the tagline is “ Do you have Bournvita Confidence? ”

BOURNVITA QUIZ CONTEST.

BOURNVITA CONFIDENCE ACADEMY.

ASSOCIATION WITH ALL INDIA JUNIOR BADMINTON TOURNAMENT.