HISTORY

Cadbury India is a fully owned subsidy of Kraft Foods Including

11 brands approximately $50 billion in revenues. The
combination of Kraft Foods and Cadbury creates a global
powerhouse in snacks, confectionery and quick meals. Cadbury
is currently the world's No.1 confectionery and biscuit company.
They are also the world’s second-largest food company with
sales in approximately 160 countries. They employ
approximately 140,000 people.

With an incredible brand portfolio, they contrive to make a

delicious difference, today and everyday.

They have come a long way since J.L Kraft started selling
cheese from a horse drawn wagon in 1903. Hard work,
imagination and commitment to bring the world its favorite foods
has helped us grow into a company that touches more than a
billion people in 160 countries. Everyday. One at a time.
Some fast facts on the combined company:

Global Reach
 25%+ of global revenue from emerging markets
 #1 in global confectionery
 #1 in global biscuits
 More than 50% of global revenue from snacks and
confectionery

Our Brand Portfolio

 70+ brands with more than $100 million in revenue
 40+ brands over 100 years old
 80% revenue from #1 share positions

In
In
di
a,
Distribution C
a
Chocolate needs to be d distributed directly, unlike
other FMCG products like b soaps and
detergents, which can be ur sold through a wholesale
network. 90% of chocolate y products are sold
directly to retailers. b
Distribution, in the case of e chocolates, is a major
deterrent to new entrants as g the product has
a
n
its
o
to be kept cool in summer and also has to be adapted to suit
local tropical conditions.
Cadbury's distribution network used to encompasses 2100
distributors and 450,000 retailers.
The company has a total consumer base of over 65 million.
Besides use of IT to improve.
To avoid cannibalization of its higher priced products from lower
priced ones, Cadbury is setting up two separate distribution
channels – one for clases and mases.With different stockists,
wholesalers and retailers. One set will be dedicated to
Cadbury’s high-
end products and traditional chocolates.

Promotion
Typically it is said that chocolates are being eaten when
everyone is happy. And this is
something advertising has always portrayed. But it is found
chocolates are eaten under diverse
conditions and moods - when people are anxious, when they
are sad, when happy - a whole
range of emotions. Condensing these views & thoughts, it can
be said chocolate is a true soul mate. Someone who is with you
through the ups and downs of life, helping you bounce back.
And that's what Cadbury's Dairy Milk (CDM) positioned itself as
- a special friend.

Branding
% Share of various Brands Ad spending of Cadbury
Here, the 6 Cadbury brands shown in the graph comprise 85%
of the advertising pie, whereas,
rest of the 9 brands advertised by Cadbury comprise 15% of the
advertising. Cadbury Dairy Milk
Chocolate is the most advertised brand (with 22%).

After the roaring success of Nestle’s Munch and Chocostick,

Cadbury’s empire struck back hard.
The Rs 5 price point accounts for more than half of all chocolate
sales.
Nestle had seized the initiative at this price point, with its launch
of Munch, now a roaring
success (and the largest selling product at that price point).
Today, Cadbury has four products at
this price point: CDM, Perk, 5 star and Gems — and the five-
rupee CDM bar is its single
largest-selling SKU.
This is a potent price point in India, because the average
purchasing power is abysmally
Low” Industry Analyst.
Nestle kicked off one of the biggest success — the liquid
chocolate category with its brand
Chocostick priced at Rs.2 three months ahead of competition.
Cadbury did react with Chocki,
priced at Rs 2, expanding the concept of sachetisation to new
frontiers. Chocki has been the
single biggest growth driver for Cadbury as well as the entire
chocolate category. T h e
novelty of the format endeared itself to the existing customer. In
less than one year, it constituted
nearly 10 per cent of the total chocolate market, split equally
between Cadbury and Nestle.
CDM shots which was recently released in March has again
taken a sizeable market share.

Vision:
"Working together to create brands people love"
Cadbury’s mission statement
  Says simply, ‘Cadbury means quality’; this is our promise.
Our reputation is built upon quality; our commitment to
continuous improvement will ensure that our promise
  

Mission Statement 0f the product:

The mission statement of our new product is “To provide our
customers with a tempting and exquisite taste” as Enticing
Treats means a mouth watering treat which is simply irresistible.