ORGANISATION STUDY OF CADBURY

Presented By : Baljeet singh choudhary MBA krupanidhi B school

 Cadbury started in 1824 when JOHN CADBURY opened a shop in BIRMINGHAM selling cocoa and chocolate. Cadbury today is a leading global confectionary company with an outstanding portfolio of chocolate gums and candy brands. In 2000 cadbury acquired Hollywood , leading French chewing gum and confectionery brand. In 2003 cadbury for $4.2 billion, making cadbury the leading world wide confectionery company and the world s number 2 in chewing gum. On 7 may 2008 ,the separation of cadbury was completed creating and American beverage business was completed created cadbury plc with vision to be the worlds BIGGEST and BEST confectionery company.

Introduction

Company profile
Cadbury India ltd. Is a part of the Kraft foods group. In India,cadbury began its operation in 1948 by importing chocolates after 60 year of existence. Cadbury enjoys a value market share of 70% the highest cadbury brand in the world. In milk food drinks segments main product is bounvitathe leading malted food drinks in the country. Cadbury recently entered the biscuits category with the launch of the world no 1 biscuit brand Oreo. Since 1965 cadbury has also pioneered the development of cocoa cultivation in India.

Industry structure
3 major actors in the production and distribution of carbonated soft drinks: Concentrated product :- manufacture the basis flavor - Dominated by coca- cola,pepsi and Dr pepper with 82% of sales. Bottlers:- convert basic flavor in carbonated soft drink - package the beverage in bottles and cans -sell the brands of concentrate producers Retail channel:-supermarket , convenience store, vending machines and small retail outlets -supermarket account for about 40% of sales.

Mission
At cadbury plc, core purpose is Working together to create brands people love The core purpose capture the spirit of what we are trying to achieve as a business. We collaborate and work as teams to convert production into brands.

vision
To align our core purpose,cadbury india has defined its vision as life full of cadbury and cadbury full of life. Cadbury believe that work and fun can coexist beautifully.

Swot analysis
FORCES 4th largest marketing in the US. high name. long life brand High awareness in big cities. WEAKNESSES Low market share. Low market coverage. Limited bottlers network. Relative low ad & promotion expenditure.

Continue.
Opportunities: Variety of medias vehicles. Dynamic market for diet soft drinks. Increase in consumption. Threats: Huge competition. Heavy advertisings expanses. Unplanned soft drinks purchase.

Cadbury products
International brands are:Schweppes, Trident, Dr pepper,Snapple,Trebor, Dentyne,Bubbliciouse and Bassett. Indian brands are:Dairy milk,5star, perk, Temptation, Eclairs,Gems, Bytes , Bournvita,Halls,Bubbaloo.

Department
Marketing department:Marketing department are responsible for all sort of activities incuding,promotion,advertising and tools used for generating demands. Finance department:The finance department is responsible for activities like auditing,budgeting,accounting. Human resource department:The human recourse department is responsible for activities like recruitment ,staffing ,selecting etc.

 92% of the respondents are selling cadbury confectionery products and 8% of the respondents says that are not selling cadbury confectionery product. Most of the retailer are satisfied with delivery of cadbury confectionery products. Maximum of the retailer get delivery within 48 hours. 46% of the respondent say that schemes offered by the company is good, 32% of the respondents say that schemes offered by the company is average and rather than it say that schemes are not satisfied.

Observation & Finding

Suggestion & Recommendation

Cadbury confectionery products should maintain proper supply to the dealers &retailer. Supply of the product should be made as soon as possible after receiving the order. Availability of the product should increase in outside &rural areas. Cadbury confectionery products should have a flexible payment norm & supply norms.

Bibliography
Books : Kotler, philips(1999):marketing management prentics hall of india pvt. ltd. New Delhi. Kothari , C.R.(2001):Research methodology, vishwa publication. Websites: www.cadburyindia.com www.wikipedia.com

Conclusion
Most of retailer are satisfied with the distributor relationship. schemes of the company are conveyed to the retailers on proper time. It was found that supply norms, payment norm of company are good. Damage policy ,credit policy of Cadbury confectionery products is satisfactory.

Thank you