INTRODUCTION

TYPE0 KRAFT FOODS SUBSIDIARY

INDUSTRY
FOUNDER FOUNDED HEADQUARTERS REVENUE

CONFECTIONERY
JOHN CADBURY 1824 , In India : 1948 Mumbai , INDIA 2500 Cr

EMPLOYEES
WEBSITE

2000(INDIA) , 65000 (WORLDWIDE)

www.cadbury.com

CORPORATE PROFILE
CADBURY BRITISH CONFECTIONERY

COMPANY
2ND LARGEST GLOBALLY AFTER MARS ,

INCORPORATED
NO. 1 CONFECTIONERY COMPANY NO. 2 GUM COMPANY NO. 3 BEVERAGE COMPANY
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VISION & MISSION

VISION

Cadburys set out a vision to achieve a Cadbury in every pocket dream by increasing the penetration of chocolates.
MISSION

Cadbury's means quality: this is our promise. Our reputation is built upon quality: Our commitment to continuous improvement will ensure that our promise is delivered'

4P
PRODUCT
PROMOTION PRICE POSITIONING / PLACE

PRODUCT
The business has to produce a product that people want to buy. They have to decide which market segment they are aiming at age, income, geographical location etc.

PROMOTION
Customers have to be made aware of the product. The two main considerations are target market and cost. e.g. Leaflets, billboards, advertisements in local newspapers, Yellow Pages and word of mouth would be more appropriate.

 Almost 80% chocolate purchases are made on impulse. Cadburys adopted aggressive marketing strategy. Use of emotional appeals for advertising. Concentrated more on T.V advertisement. In the early 90's, chocolates were seen as 'meant for kids. Changed the perception of buyers.

Mid 90's
Category was re-defined by the very popular `Real Taste of Life' campaign. `KID IN ALL OF US'

Late 90's
The focus shifted towards widening chocolate consumption. Appealed to masses by : CAMPAIGN : 'Khanewalon Ko Khane Ka Bahana Chahiye

 CAMPAIGN : 'Kuch Meetha Ho Jaaye Associated Cadbury with celebratory occasions . The phrase "Pappu Pass Ho Gaya" became part of street language. MESSAGE : CDM expresses joy in a moment of achievement / success.

 CAMPAIGN : 'Kuch Meetha Ho Jaaye Associated Cadbury with celebratory occasions . The phrase "Pappu Pass Ho Gaya" became part of street language. MESSAGE : CDM expresses joy in a moment of achievement / success.

More recently CAMPAIGN: Miss Palampur and Pehli taarikh hai campaigns were launched to increase the frequency of purchase.

ON July 2, 2010 LATEST CAMPAIGN :Shubh Aarambh . Based on the concept of the Indian tradition of having something sweet before every auspicious occasion, with the belief that it leads to a favorable outcome.

PRICE
WEIGHT (gm) PRICE

10.5
22 40 42 CRACKLE 80 80 FRUIT & NUT 165

5
10 20 30 55 55 90

 The prospective customers have changed from only

kids to adults also - to celebrate any occasion with CDM. Targeted the Indian market through various campaigns.

 In the late 90s its campaign Khaane walon ko khaane

ka bahana chahiye targeted the masses in india The Miss Palampur campaign targeted the rural india. The latest campaign Shubh aarambh is to target the Youth.

 As chocolates for kids

As a product that can be consumed in any situation. Special moments, festivals or as gifts.

Synonymous with sweets Kuch Meetha Ho Jaaye!

DISTRIBUTION CHANNELS
Cadbury dairy milk are sold directly to wholesaler and retailers. Cadbury's distribution network encompasses 2100 distributors and 450,000 retailers.
Consumer base of over 65 million.

Continued..
Cadbury reaches 0.6 million retail outlets. Used IT to improve distribution logistics.
Installed VISI coolers at various outlets. Setting up two separate distribution channels one for core business & one for mass markets.

Manufacture Stockiest/Distributor Semi-wholesaler Retailer User

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 Strong parentage and financial position High brand awareness Strong marketing and distribution network Excellent technology Strong and innovative human resource base Pricing flexibility

 Underestimates competition

Reduce internal costs - supply chain efficiency, global

sourcing and procurement, and wise investment in R&D, so that the end product costs less. Deeper penetration into rural market.

 Grey market imports (smuggled) have drawn some

attention over the past Competitive pressures from other branded suppliers (national and global). Aggressive promotion activity by competitors Social changes - Rising obesity and consumers obsession with calories counting Nutrition and healthier lifestyles

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DEMOGRAPHIC SEGMENTATION
CHILDREN YOUNG ADULTS ADULTS

33% 55% 12%

INCOME LEVEL- IN THE MIDDLE AND

HIGHER INCOME GROUPS

MARKETING STRATEGY OF CADBURY

Attracting Shoppers Attention On Every Hand Everywhere Growing with Emerging Markets A strong foundation Growing with the market Functional advantage Affordable indulgence Importing success
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In order for Cadbury to reach the peak of achievement, the company would have to stress on the global growth of the product. Cadbury should also look into other countries like the Asia Pacific in order to market its products popular globally. But then again, careful considerations to look at its major competitors and to obtain the rules and regulations of a certain country are equally important.
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THANKYOU
F r o m V i k a s