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COMPANY VIEW
• Cadbury India is a fully owned subsidy of Kraft Foods Inc.

• The combination of Kraft Foods and Cadbury creates a global

powerhouse in snacks, confectionery and quick meals.

• The world's No.1 confectionery and biscuit company.

• The world’s second-largest food company with sales in

approximately 160 countries.
VISION
Working together to create brands people love

Mission
To provide our customers with a tempting and exquisite
taste

VALUE
Cadbury means quality, this is our promise. Our reputation
is built upon quality; our commitment to continuous
improvement will ensure our promise
 
Cadbury in India
1948

Operation began in India

1965

Pioneered the development of

cocoa cultivation in India
VARIANTS
• Cadbury Dairy Milk

• Cadbury Bytes

• Cadbury Bournvita

• Cadbury Eclairs

• Cadbury Dairy Milk Silk

Competitors
• GlaxoSmith Con
• Britannia
• Kwality Dairy
• Rei Agro
• KRBL
• Usher Agro
• Lakshmi Energy
• Heritage Foods
• Kohinoor Foods
• Nestle
STP OF DAIRY MILK
Segmentation
•Demographic segmentation
Any age group, Any Income Category

•Geographic segmentation
The maximum part of the revenue generated from urban
and semi-urban area.

•Behavioral segmentation
Occasions
TARGETING
•In the early 90's, it was seen as meant for kids, usually
rewards or a bribe for children.

•In the Mid 90's the category was re- defined by the very
popular Real Taste of Life´ campaign, shifting the focus from
just for kids´ to the kid in all of us´.

•It appealed to the child in every adult. And Cadbury Dairy

Milk became the perfect expression of 'spontaneity' and 'shared
good feelings'

•The potential market in rural area was targeted

POSITIONING

• The girl dancing on cricket ground- Way to express the

happiness as, Real Taste of Life´ i.e. Asli Swad Zindagi Ka
• Khanewalon Ko Khane Ka Bahana Chahiye- Social acceptance
amongst adults, by showcasing collective and shared
moments.
• Kuch Meetha Ho Jaaye- Celebratory occasions pappu Pass Ho
Gaya- Use of street language to express joy in a moment of
achievement / success.
• Kuch Hai Zamana Aaj pehli Tarikh Hai to celebrate Pay Day.
• Shubharambh Kuch Meetha Ho Jaye to start any new work.
• Kuch Meetha Ho Jaye to spread love and happiness among
people
4P’S OF MARKETING MIX
PRODUCT
• Made from real dark chocolate.
• Similar design worldwide.
• Because of sweet taste, liked by kids.
• Contains more milk and hence proteins than any
other chocolate bar.
• As it is for kid in everyone, it can be consumed by
anyone.
• Because of the sweet taste, it can be considered
as replacement for traditional sweets.
• As it is liked by everyone, can be presented as
gift. Available in 10.5gm,22gm, 40gm, 42gm,
80gm, 95gm, 165gm and other premium packs
PRICE

• Available at different prices ranging from Rs. 5

• Variety of tastes are available in comparatively low range of
price.
• The quality is uniform at all the price levels. The price
mentioned below are same all over India
PLACE
Five company-owned manufacturing facilities:
• Thane
• Induri (Pune)
• Malanpur (Gwalior)
• Bangalore
• Baddi (Himachal Pradesh)
4sales offices:
• New Delhi
• Mumbai
• Kolkota
• Chennai
Corporate/Head office:
• Mumbai
PROMOTION
• Strong brands are vey important in the chocolate
confectionery market.
• Almost 80% of chocolate purchases are made on impulse.
• The media mix for the campaign comprises TVC, Outdoor,
Internet and Radio.
• Use of emotional appeals in Advertising
• Concentrated more on TV Advertisements.
Packaging
SWOT Analysis
Strength Weakness

•Cadbury Dairy Milk is the largest •The company is dependent on the

global confectionery supplier, with confectionery and beverage
9.9% of global market share. market,

•High financial strength •Whereas other competitors e.g.

Nestle have a more diverse
•Strong manufacturing product portfolio,
competence, established brand
name and leader in innovation. •Where profits can be used to
invest in other areas of the
•Advantage that it is totally business and R&D
focused on chocolate as unique
understanding of consumer in this
segment.
Opportunity
•New markets. Significant
opportunities exist to expand
into the emerging market like
India, where population is
growing, consumer wealth is
increasing and demand for
confectionery products is
increasing.
•The confectionery market is
characterized by a high degree of
merger and acquisition activity in
recent years. Opportunities exist
to increase share through
targeted acquisitions.
•Key to survival within the FMCG
market is increasing efficiency
and reducing costs
Threat
•Worldwide - there is an
increasingly demanding cost
environment, particularly for
energy, transport, packaging and
sugar. Global supply chain in low
cost locations.
•Competitive pressures from
other branded suppliers (national
and global).
•Aggressive price and promotion
activity by competitors- possible
price wars in developed markets.
•Social changes -Rising obesity
and consumers obsession with
calories counting. Nutrition and
healthier lifestyles affecting
demand for core Cadbury
products
MARKET SCENARIO
• Cadbury has market share of 70% out of which Cadbury Dairy
Milk has 30% of the market share.
• The rival is Nestle with market share of 22%

Availability
• As it is not a main food, it should be available in all the sizes as
per requirement.
• Easy availability at nearby shops even in the remote areas
GLOBAL REACH
• Approximately $50 billion in revenues
•
• 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
BRAND PORTFOLIO
• 11 brands with more than $1 billion in revenue

• 70+ brands with more than $100 million in revenue

• 40+ brands over 100 years old

• 80% revenue from #1 share positions

BRAND PROMISE
• Cadbury Dairy Milk is the most delicious, best tasting
chocolate.

• A moment of pure magic.

BRAND CHARACTER
• Cadbury Dairy Milk encapsulates an enormous breath of
emotions, from shared values such as family togetherness
(fun, wholesome, reliable), to the personal values of individual
enjoyment.

• It stands for goodness.

Crisis
On October 3, the Food and Drug Administration (FDA) Commissioner
received complaints about worm infestation in 2 bars of chocolates. He
ordered an enquiry and went directly to the media with a statement

Phase 1: Presenting Cadbury’s view (October-December 2003)

•The problem started in one city, Mumbai, but later spread to other
towns in the states of Maharashtra and Kerala. But it became a
nationwide crisis since national media covered it. So clearly the first
target audience that needed to be addressed was the media- both
electronic and print media, national and local.
•The trade, and consumers, was reached nationally through a press ad
Facts about Cadbury, released in 55 publications in 11 languages.
•It presented facts about Cadbury manufacturing and storage and
highlighted corrective steps being taken by the company. This was a
public statement of the corporate stand on the issue.
Phase 2: Packaging change (January -March 2004)
•The new purity sealed packaging was launched in January 2004.
This entailed double wrapping for maximum protection to
reducing the possibility of infestation. This was a big step
involving investment of millions of dollars and getting on stream
a production process in 8 weeks that would normally take about
six months.
•To communicate these significant changes the company was
making, Cadbury brought in a brand ambassador to reinforce
the credibility that the company had demonstrated through its
actions.
•Amitabh Bachchan, a legendary Indian film star, was chosen, as
he embodied the values of Cadbury as a brand and connected
with all of India- mothers,teenagers, children, media persons
and trader partners.
Advertising Campaign

• Early 90s : The Real Taste of Life´ with the girl dancing on the
cricket field.

• The message given by this campaign was “Cadbury Dairy Milk

is for Enjoyment”…… This campaign went on to be awarded
'The Campaign of the Century', in India at the Abby (Ad Club,
Mumbai) awards
AFTER CRISIS:
Campaign :Don’t Worry Be Happy´ in 2004.
Target :Bringing Amitabh Bachan as brand ambassador helped to
gain trust of the people with the new µPurity Sealed pack of
Cadbury Dairy Milk after crisis situation

RECENT:
•Campaign :Kuch Meetha Ho Jaye´ in the end of 2004.
•Target:To associate Cadbury Dairy Milk with celebratory
occasions.

MORE RECENT :
•Campaign :Shubharambh Kuch Meetha Ho Jaye´ in 2010.
•Target: To start with any new thing
Advertising Strategy
For example:
•Pappu pass ho gaya

The Strategy:
The task was to get the youth audience to adopt Cadbury
Dairy Milk in the sweet eating or " muh meetha karna" moments
The campaign of " Jab Pappu Pass Ho jaye, Kuch Meetha
Ho jaye" captured the thought of celebrating a moment of
delight with Dairy Milk
A campaign was built around the idea of how "pappu"
celebrated passing his exams with Dairy Milk
The Media:
A multi-media campaign was launched on TV, Internet,
Radio and Outdoor
The key was how do own the moment of " pappu passing his
exams" in the media space

The Results:
The activity contacted 20 MN students across the country
and was awarded a Bronze Lion at the Cannes Media awards in
2005