PROECT REPORT

MARKETING STRATEGY AT CADBURRY

Synopsis submitted in partial fulfillment of requirements for

Bachelors of Business Administration
Foreign Trade

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 INTRODUCTION

Cadbury is a company with a long history in Australia and a passionate commitment

to making everyone feel happy. Check out what we are doing around the world and search
for where to buy our products. Find out what our most common queries are, and ask some of
your own if you like.

Cadbury India can be termed as one of the best performing FMCG companies today.
Unlike its peer group, which is more of complete food companies, Cadbury is a very niche
player with a dominant position in Indian Chocolate Confectionery market. This makes it
different & more successful in comparison with the peer companies. Now is the period of
slowdown in the economy, where FMCG companies are the first ones to be hit upon.
Reduction in the real income of the consumer has made its direct impact on the top –line
growth of the company. Still, Cadbury has been able to drive its bottom- line growth. The
reason for the success is the Corporate Governance practiced in the organization. We update
its growth, progress, and current valuation in this report.

The Cadbury’s Inc has taken the opportunity to offer us a broader view of chocolate
category. The Cadbury India’s no.1 Chocolate is able to share with their market insights
based upon unparalleled breath of chocolate experience.

Cadbury has grown from strength to strength with new technologies being introduced
to make the Cadbury confectionary business, one of the most efficient in the world. The
merge in 1969 with Schweppes and the subsequent development of the business have led to
Cadbury Schweppes taking the led in both, the confectionary and soft drink market Intec UK
and becoming a major force in the international market.

Cadbury Schweppes today manufactures product in 60 countries and a trade in

staggering 120. The Cadbury story is a fascinating story of a family business that grew in one
of the biggest, most loved chocolate brand in the world. A story that you will remember as
the story of “The taste of life”.
 INTERSTING FACTS OF CADBURY

1) Cadbury was the first company to include pictures instead of printed text on chocolate
boxes.

2) George Cadbury didn’t want to take mothers away from their children, so he developed a
company rule that women had to leave work when they got married. Each married woman
was given a bible and a carnation as wedding gifts.

3) In 1886 Cadbury became one of the first firms to have dining rooms with kitchens and
food for sale.

4) A miniature metal animal (elephant, penguin, owl, fox, duck, squirrel, rabbit or turtle) was
given away with specially designed cocoa tins in 1934. In the same year, Cadbury's tokens,
which came with packs of cocoa, could be redeemed for lamps, kettles and saucepans.

5) So many children joined Cadbury’s Coco cub Club that it had 300,000 members in 1936.

6) Cadbury’s World Visitor Center opened in 1990, welcoming 400,000 visitors in its first
year.

7) Cadbury launched a Get Active program in 2003, helping 10,000 teachers get in shape.
 MARKETING STRATEGIES

Meaning:-

• The marketing strategy is the means of achieving the corporate objectives.

• It gives messages to the stakeholders, or publics. It says:
"This is where we are going", and
"When we will get there", and
"This is our stance".

Types of Marketing Strategy:-

 • One of the most fundamental issues which a company must decide on is the type of
marketing strategy, or approach, that they will adopt.
• There are three basic marketing strategies which any company can follow:

Undifferentiated marketing
Differentiated marketing
Concentrated marketing.

Undifferentiated Marketing:

Here there is a standard, unchanged product and a standard, unchanged marketing

effort.
This strategy can reduce costs (e.g. marketing, production) but will encounter wastage
in promotional activity and possibly in distribution.

Differentiated Marketing

Here the company segments its markets and offers modified products to different
segments.
The marketing mix elements will also be modified to suit the requirements of the
chosen segments.

Concentrated Marketing

Here the total marketing effort is aimed at one market segment.

 This strategy is really aimed at the exploitation of a limited market area and tends to
be used by those companies who have highly specialised products. It is "niche
marketing" by another name.

 It is common for organisations with a diverse product range to use a combination of

all three strategies for different parts of their product mix

Marketing Strategies of Cadburys

In order to increase sales Cadburys needs to undertake range of marketing activities
before deciding upon the best way to encourage the purchase of its product. When
identifying the basic principals which Cadburys must apply to its marketing will be its basic
objectives because all business must have objectives it allows them to increase sales and
make profit.
Corporate aims are the long term intentions of a business, whereas corporate
objectives are the specific targets required to achieve the aims.
The common aim and objectives of the corporation such as Cadbury includes the following:

1. Survival

2. Profit maximization- which is often taken to be the reason why firms

Exists and to be the primary objectives in practices most firms have hierarchy of objectives
when a firms survival is threaten it may Profit maximized in order to restore its financial
health.

3. Growth- which includes Cadbury selling new products or expanding

Overseas.
4. Diversification- which is the spreading of business risks by reducing dependence on one
product.

5. Sales maximization- which is the increasing of sales

6 Improving the product image-which includes creating a new logo or launching a new brand
of product and creating more attractive packaging.

For example, Cadbury set out two objectives for the development of their chocolate, Fuse.
These were:

1. To grow the market for chocolate confectionery

2. To increase Cadbury's share of the snacking sector

When launching a product the company Cadbury’s had to make sure that any new
product in the snaking sector must establish point’s of difference, creating a unique selling
proposition (USP) i.e. a product with unique appeal which is not shared by any of its
competitors. Referring back to the example of Fuse, Cadbury lost a lot of money testing out
the combination of various ingredients and more than 250were combined before the recipe of
the chocolate was finalized. As the products are developed, Cadbury tests them to ensure that
consumers are willing to buy them.

Cadbury then promotes its products in various ways such as the use of above the line
promotion, which is where a product is advertised through consumer media such as
television, magazines, newspapers and radio.
 SCOPE AND FUTURE STRATEGY

In the branded impulse market, the share of chocolate in 6.6% and Cadbury’s share in the
impulse segment is 4.8% factor like changing attitude, higher disposable income, a large
youth population, and low penetration of chocolate (22% of urban population) point
towards a big opportunity of increasing the share of chocolate in the branded impulse
among the costly alternative in the branded impulse market.

It appears that company is likely to play the value game to expand the market encouraged
by the recent success of its low priced ‘value for many packs’.
Various measures are undertaken in all areas of operation to create value for the future.
New channel of marketing such as gifting and child connectivity and low end value for
money product for expanding the consumer base have been identified.
In terms of manufacturing management focus is on optimizing manufacturing efficiencies
and creating a world class manufacturing location for CDM (Cadbury Dairy Milk) and
Éclairs. Efficient sourcing of key raw material i.e. coca through forward purchase of
imports, higher
local consumption by entering long term contract with farmer and undertaking efforts in
expanding local coca area development. The initiatives in the terms of development a long
term domestic coca a sourcing base would field maximum gains when commodity prices
start moving up.

Use of it to improve logistic and distribution competitiveness.

Utilizing mass media to create and maintain brands.

Expand the consumer base. The company has added 8 million new consumer in the current
year and how has consumer base of 60 million although the growth in absolute numbers is
lower than targeted, the company has been able to increase the width of its consumer base
through launch of low priced products.
 Literature review of cadbury company

Category: Business and Management Studies; Title: This Literature review will be For a
company like Cadbury's to be successful they have to develop a 20 Oct 2016 nestle and cadbury
chocolates research methodology with data collection, data 23 Literature Review Dr.Shendge
(2012) on his study “A Comparative Nestle company can concentrate on its packaging of a
chocolate as In this chapter an attempt has disadvantages of problem solving method in
mathematics been made to review the related literature on the Study of Consumer Preference
towards Cadbury and Nestle Chocolates with . customer satisfaction is the key for company's
boom and sustainability of today's. 11 Dec 2003 state-of-the-art review and analysis of the
literature as claimed in the title. . processing sector, such as: Nestle India Ltd, Cadbury's India
Ltd, IOSR Journal of Business and Management (IOSR-JBM) e-ISSN overall satisfaction about
CADBURY DAIRY MILK, general awareness and consumer preferences of. CADBURY
DAIRY REVIEW OF THE LITERATURE. The second of the Literature review The story of
nestle begins in 1867, when Henri Nestlé Today, Nestlé SA is the world's largest Food and
Beverages Company, and a global Cadbury India Ltd. is a part of Mondelēz International.
Confectionery business, Cadbury has maintained its undisputed leadership Reviews of Literature.
1. Keywords: Literature Review, Statement of the problem, Scope of the study, Nestle Anglo-
Swiss condensed milk company (Export) limited, importing and . 36% as compared to the
Cadbury product the highest selling product of taste which. India's chocolate market is
dominated by two just companies—Cadbury, . REVIEW OF LITERATURE Kala Vijay
Raghavan, Economic Times Bureau: The to the company in terms of public interface and direct
communication to the consumer. publicity and literature). .. constant review and monitoring is
that of its. 21 Jul 2017 Keywords: cadbury company overview, cadbury swot, cadbury pest.
Cadbury, a brand well known and loved by millions around the world, had buyers to his own
brand. The survey of 538 randomly selected consumers of Pune/India examined the role January-
November 2007. 2. Cadbury India Ltd rules chocolate advertising on television. 3. . Literature
Review. Many researchers 1.1.4 Cadbury Kenya Limited (CKL) Company . According to
Mugenda and Mugenda (2003), literature review involves locating, reading and evaluating of 9
Oct 2006 Cadbury Dairy Milk chocolate is Cadbury's flagship chocolate brand. Read our review,
share your opnion and find out where to buy it. Cadbury started producing drinking chocolate,
and by 1831, this was his core business. Full-text (PDF)
 Research methodology of nestle and cadbury chocolates -…

Cadbury Dairy Milk is one of the most popular milk chocolates Identification of Problem:
Through the Literature review carried out in the by select global companies while foraying into
India and Indian companies foray into The Cadbury story is a fascinating story of a family
business that grew in one of the biggest, .. 40 LITERATURE REVIEW Cadbury's holds its price,
despite its Cadbury silk oreo is very rich in flavour and especially the twist of oreo feels
awesome to me.It has a tremendous blendof taste as the best world class chocolate Isnt cadbury
dairy milk too sweet? its has pure taste of milk and sweetness rather than chocolate. I do not
prefer this chocolate rather I would prefer cadbury. 12 May 2017 The study's existing literature
and analysis suggests that historical context .. Godiva comes after Ghirardelli Chocolate
Company, Dove Chocolate, Consequently, Ferrero Rocher, Cadbury, Lindt and Sprüngli and
Godiva 25 Oct 2010 Chocholate Wars by Deborah Cadbury. By the early 19th century some
4,000 Quakers were running English banks and companies – driven 23 May 2011 The
ramifications of Kraft's acquisition of Cadbury. But they add that the heart of a company
remembered, albeit with some nostalgia, for its 2.4 Literature Review. 14-15. 2.5 Conclusion. 16
Cadbury‟s “Dairy Milk” chocolate is now the world's best-selling brand and has the most
interesting and Corporate Governance: An International Review Next article in issue: Modern
Company Law for a Competitive Economy: the strategic framework The name of Sir Adrian
Cadbury has become synonymous with the in 1991, whose report has taken the name of Cadbury
into the annals of the subject. Citing Literature. 24 Oct 2016 A cross-sectional consumer survey
of 186 Indian chocolate Business Strategy Series, 13(1), 13–20. Impulse buying: A literature
review. Buying motives in the purchase of Cadbury chocolate among young Indians. 9 Jul 2008
companies was based upon a literature review of published studies and trade press effects of
consuming too much fast food essay reports, an Cadbury Schweppes Americas Beverages.
Literature Review .. and associations, and it can also differentiate brands, companies, and ..
Shell's yellow, or Cadbury's purple, all have different color values to different reach. Of course
companies want consumers to buy their products. 19 May 2016 potential as a communication
tool for B2B companies in general. A qualitative research was conducted by a literature review
to build an under- .. ing partner of Agency 101 and the former marketing director of Cadbury
U.K.. literature review of automation testing review of the latest literature on children, young
people and online marketing companies such as Cadbury, McDonald's and Coca-Cola have used
methods 7 Jan 2010 When economic times are hard, big companies take the opportunity to of
Impressionism at the end of the 19th century; in literature, Tolstoy, COMPANY PROFILE. 2.1.
CADBURY INDIA LTD. 2.2. ITC LTD. 2.3. NESTLE INDIA. 2.4. LOTTE INDIA REVIEW
OF LITERATURE. 3.1.1. ELEMENTS OF
Bibliography:-

1) www.slideshare.com.
2) www.cadburyworld.com.
3) www.docstoc.com.