SWEET PAST.........

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.

MILE STONES......

1) Cadbury chocolate is born:

John Cadbury converts from tea and coffee to selling chocolate.

2) First Factory:

About the year 1780, the first machine-made chocolate is produced in Barcelona

3) With Milk:

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

4) Melting 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.”

PRODUCTION-

The Cadbury production line runs 24 hours a day, 7 days a week, 364 days per year.
It is only closed on Christmas day!

Workers on the production line work a 12-hour shift. This may be 12-hour days or
nights. They have two 18 minute breaks during the shift and a meal break of 42
minutes after six hours. They will work for four days and then have four days off.

Cocoa beans arrive at Cadbury's Chirk factory. They are emptied out onto a moving
belt, sorted, cleaned, roasted and ground down to make a thick, chocolate-coloured
liquid called cocoa mass.

At Cadbury's Bournville factory, chocolate crumb is blended with cocoa butter and
other ingredients. Special mixing and cooling finishing processes make sure that
the chocolate has a glossy, smooth texture and appearance.

Liquid chocolate is poured into shaped moulds, shaken and cooled.

Flow production techniques are used to assemble the products in stages either
mechanically or manually (by hand).

The white centre is added mechanically to the chocolate shells of Cadbury Creme
Eggs a row at a time, followed by the yellow centre.

The chocolate solidifies in the moulds and continues along the production line to
high-speed wrapping plant. Creme Eggs are wrapped at a rate of 320 eggs a minute.

Small bags of miniature Creme Eggs are added to the centres of hollow Cadbury
Dairy Milk Easter Eggs manually. Easter Eggs are wrapped in foil mechanically.

Products such as Easter Eggs are boxed mechanically on the final stage of the
production line.

INNOVATION-

-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 gems

7. 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.

MARKETING VISION 2008-2011

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.

CORPORATE SOCIAL RESPONSIBILITY(CSR) IS AT THE HEART OF

SUCCESS-

At Cadbury India we have always believed that good values and good business go
hand in hand. It's part of our heritage and the way we do things today. CSR is
about growing our business responsibly.

Cadbury India has a tradition of caring for the environment and enriching the
quality of lives of the communities we live and work in, through a variety of result-
oriented program

OUR COMMITTMENT TO THE ENVIRONMENT-

We are committed to responsible environmental, health and safety management.

We aim to look after the health and safety of our people and minimize the
environmental impact of our business around the world.

Water is a precious resource. As part of Cadbury India's efforts to continuously

increase water conservation our Bangalore factory has constructed a check dam to
store the rainwater. This dam not only acts as a major ground water replenishing
source for the bore wells in the factories and surrounding community, but is also a
stopover location for some of the migratory birds!

GROWING COMMUNITY VALUE-

Everything needs a little nurturing to help it to grow. Our communities are no

different. Cadbury India is committed to growing community value around the
world. For our employees, this is about making a difference in the community.

Thanks to the efforts of the Baddi factory team over 50 children of migrant
workers living in and around our Baddi factory will now have daily access to non-
formal education. Cadbury has set up a non-formal school as part of our
commitment to create prosperous, inclusive and healthy communities.

This is the first phase of Project SAHYOG an 18 month project which commenced
in January this year in partnership with an NGO RUCHI. The project reaches out
to over 400 poor & marginalized families in Sandholi village near our Baddi factory
and apart from education, the other key interventions will be on village health,
sanitation, education & water harvesting.

The project was recently inaugurated by Mr B R Verma, Labour Commissioner cum

Chief Inspectorate of Factories & Directorate of Employment; Himachal Pradesh in
the presence of Mr Sudhir Sharma, Dy Director Industries and senior officials of
BBN Industries Association. The Chief Guest appreciated Cadbury's effort to
make a difference in the community and encouraged the villagers to come forward
and support the initiative.

In the coming months the project through a group of 12 SAHYOG CHAMPIONS

(colleagues from the Baddi factory) will undergo an orientation program with the
NGO RUCHI and will subsequently mobilize Baddi colleagues to volunteer their time
in the community on aspects of village health, sanitation and education.

In an effort to make a small difference to the communities in which we operate we

recently tied-up with Bharti-Wal-Mart to support the infrastructure of a
government school for underprivileged children in Gurgaon.

As part this initiative, we have provided safe and clean facilities to create an
environment conducive to learning for the 80 odd children enrolled in the school.
This included re-painting the building, cleaning and developing the gardens in the
school premises, planting trees and installing swing-sets in the play area. A team of
16 sales colleagues spent a day in the school and truly made a difference!

SARVAM PROGRAM-

With operations around the Pacific Ocean, we responded immediately to the Asian
Tsunami in late 2004. After initial emergency relief donation we established a
Tsunami Regeneration Programme for essential long- term community rebuilding.

Working in partnership with a local charity, the Sri Aurobindo Society, on a five-
year project, we are contributing to the redevelopment of two villages in the costal
region of Pondicherry. The project addresses education, health, economic
development, vocational training, organic farming, water harvesting and attitude
changes including the empowerment of women. Learning's from the project will also
create significant rural regeneration throughout the rest of the Tsunami - hit
regions and beyond.

Priorities for the first year include: providing simple housing and toilets and
repairing and developing eight pre-school centres and three schools. We will also
recruit teaching staff, health workers, counselors as well as an administrator and
set up a training and basic IT centre.

Cadbury India has partnered with Vatsalya Foundation, an NGO working with
underprivileged street children in Mumbai. Vatsalya's motto is to give the child a
supportive environment to live and study in and gain skills so that they become
contributing members of society.

We support the educational needs of 100 street children by proving them with
their school fees and also other requirements like books, stationery uniforms etc.
We will also sponsor educational camps for these children.

The other aspect of the partnership is the "Be My Friend" Volunteering

programme. Under this initiative colleagues are encouraged to spend time with
these children, encourage them to study or just simply be their Friend.

In an effort to provide a health start to the newborn infants of the local

community in the Thane district, we have supported the construction of a neo-natal
hospital ward at Thane`s municipal hospital. The ward gives specialized and
intensive care for premature and critically ill newborns.

This intervention has helped the poor and needy who are in urgent need of
specialized healthcare.

GURIKHA PROJECT-

Gurikha Project has enlightened her to a new life of hope and some
prosperity.Village Development Committee structured by Cadbury in session.

As a result, we focused on healthcare and education in the nearby village of

Gurikha. A nursery school was started and key improvements were made in the
primary school.

The consultation and a bit of lateral thinking led to some real social improvements:
fresh drinking water from a new village pump, a doctor's clinic, vet services for
milk producing animals and fruit trees for each household to plant during the
monsoons. They also helped increase attendance in school.

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.

AWARDS-

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 Program”

under the banner:

LOVE

SECURITY

NUTRIRION

EDUCATION.

SWOT ANALYSIS-

STRENGTHS-

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 controversies.

New entrance and individual players ( rise in sale of homemade chocolates)

Preference and availability of other substitutes ( sweets and deserts)

PRODUCT LINE-

The market major of Chocolates offers the following products in the market:-

Chocolates :- eg. Cadbury dairy milk, perk, celebrations, temptations, five star,
eclairs, gems, cadbury lite, fruit and nut and cadbury crackle,cadbury heros and
many more

Snacks :- cadbury byes

Beverages :- Bournvita, cadbury delight

Candy :- cadbury halls

Gums :- Bubbaloo

BRANDS PEOPLE LOVE.......

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…..

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.

ADVERTISMENTS...

“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.

CONCLUSION-

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in
India. For over two decades, we have worked with the Kerala Agriculture
University to undertake cocoa research and released clones, hybrids that improve
the cocoa yield. Our Cocoa team visits farmers and advise them on the cultivation
aspects from planting to harvesting. We also conduct farmers meetings & seminars
to educate them on Cocoa cultivation aspects. Our efforts have increased cocoa
productivity and touched the lives of thousands of farmers. Hardly surprising then
that the Cocoa tree is called the Cadbury tree!

Today, as a combined company with an unmatched portfolio in confectionery,

snacking and quick meals, we are poised in our leap towards quantum growth. We
are the world's No.1 Confectionery Company. And we will continue to “make today
delicious”!