-Ashik Dorjee

-Ajay Kourav

-Prashant Bharduwaj

- IIMT School of Management

Cadbury…

• Incorporation………… from 1824.

• Founder…………. John Cadbury.

• Headquarters……….Uxbridge, England.

• Factory………Bournville in Birmingham.

• Starting in form of grocery business in Birmingham in 1824.

• 1853….became the confectioner to British Crown.

• 1860….Richard & George took command and expand it further.

• 1905 Chocolate was launched under the name Cadbury Dairy Milk(CDM).

• .

• later 1948 Cadbury enter or starts its operation in India.• 50% of age groups are of below 25, 65% age groups are of below

65 .• Cadbury in India operates in five categories:- Chocolates,

Beverages, Biscuits, Candy & Gums.• Complete Brand strategy in terms of soliciting the Indian market.• Cadbury enjoys the value, market share of over 70%

- The highest Cadbury brand Share in the world.

• Cadbury earns 1/4th of its revenue from the Indian market.• 1969 Cadbury merged with drinks company Schweppes Ltd.S to

form Cadbury Schweppes.• Revenue £11,346,002,000, Operating Income £559,432,200, Net

Income of £447,545,760.• 2009 Cadbury has been acquisitioned by the confectioner Kraft

foods with £11.5 billion.• Fourth Leading Confectionery manufacturer in the world• The Oldest and the Largest Family run Business.

Vision…

“Borrow Cadbury trust’s vision is of a peaceful, equitable society, free from discrimination and based on the principle of social justice for all”

• Customer’s desirable behavior………………….Relationships.

Mission…

“Cadbury means quality; this is our promise. Our reputation is built upon is quality: Our commitment to continuous improvement will ensure that our promise”.

• 150 years of existence……… consumer oriented marketing strategies.

Goal…

• Synchronization of the world.

• Real taste bud hitters.

• Togetherness.

• Quality hampers so maintain.

Objectives…

• Consumer oriented.

• Quality, Performance, Integrity and Responsibility

• Serve the world the same flavor of taste and focuses to increment the disported relationships.

• Classic Cocoa quality products leader.

Perpetual Mapping of Cadbury Brand and its competitors…

• Organization could position a new brand.

• The X-axis goes left to right & the y-axis goes bottom to top. We can use any following any criteria for the map.

• Price…Quality…Status…Features…Safety…Reliability.

Strategies Adopted…

• Product:-

Conclusion…

• Unique mix with extreme consumption patterns,

attitudes, beliefs, income level and spending.

• Understanding the consumer demands and maintaining the quality will be essential.

• Pricing is the key for Cadbury’s.

• Strategy is a main factor or USP.

• Quality USP.

Suggestions…

• Maintain dominance in chocolate segment.

• Introduce of Health oriented products for Health cautious peoples.

• New channels such as gifting, child connectivity and value for money offering to be the key growth drives.

• Many new players are trying to enter Indian market so it should formulate new strategies so as not to lose market share.

• FDI will bring in many new products and competitors so Cadbury will have to maintain their strong market distribution channel so as not to lose market share.

References:-

• https://www.cadbury.co.uk

• http://www.cadbury.co.za

• http://www.thehersheycompany.com/brands/cadbury/caramel-egg.aspx

• http://in.mondelezinternational.com/home

• http://www.123helpme.com/view.asp?id=47768

• http://www.ukessays.com/essays/marketing/marketing-strategy-of-cadbury-marketing-essay.php

• http://in.mondelezinternational.com/home

• http://www.thehindu.com/business/Industry/cadbury-india-changes-name-to-mondelzindia-foods/article5934144.ece