INTRODUCTION

CADBURY PLC

Type Public (LSE: CBRY, NYSE: CBY)

Founded 1969

HeadquartersCity of Westminster, London, England,

United Kingdom

Key peopleRoger Carr, Chairman

Todd Stitzer, CEO

Industry Confectionery and Soft drinks

Products List

Revenue £5,384 million (2008)

Operating

income£648 million (2008)

Net income £370 million (2008)

Employees 71,657 (2008)

Website www.cadbury.com

Cadbury plc is a confectionery and beverage company with its headquarters in London,

United Kingdom, and is the world's largest confectionery manufacturer. The firm was

formerly known as "Cadbury Schweppes plc" before demerging in May 2008, separating

its global confectionery business from its US beverage unit, which has been renamed Dr

Pepper Snapple Group Inc. The company is listed on the London Stock Exchange and is a

constituent of the FTSE 100 Index. It is headquartered in Mayfair, City of Westminster,

Greater London.

History

Early history

In 1824, John Cadbury began vending tea, coffee, and (later) chocolate at Bull Street in

Birmingham in the UK and sometimes in India. The company was later known as

"Cadbury Brothers Limited".

After John Cadbury's retirement, his sons, Richard and George, opened a major new

factory at Bournville, five miles south of the city. In 1893, George Cadbury bought 120

acres (0.5 km²) of land close to the works and planned, at his own expense, a model

village which would 'alleviate the evils of modern more cramped living conditions'. By

1900 the estate included 313 cottages and houses set on 330 acres (1.3 km²) of land. As

the Cadbury family were Quakers there were no Public houses in the estate; in fact, it was

their Quaker beliefs that first led them to sell tea, coffee and cocoa as alternatives to

alcohol.

After World War I, Cadbury Brothers Limited undertook a financial merger with J.S. Fry

& Sons Limited, another chocolate manufacturer.

Merger

The Cadbury Schweppes logo used until the demerger in 2008

Cadbury merged with drinks company Schweppes to form Cadbury Schweppes in 1969.

Snapple, Mistic and Stewart's (formerly Cable Car Beverage) were sold by Triarc to

Cadbury Schweppes in 2000 for $1.45 billion. In October of that same year, Cadbury

Schweppes purchased Royal Crown from Triarc.

De-merger

In March 2007, it was revealed that Cadbury Schweppes was planning to split its

business into two separate entities: one focusing on its main chocolate and confectionery

market; the other on its US drinks business. The demerger took effect on 2 May 2008,

with the drinks business becoming Dr. Pepper Snapple Group Inc. Cadbury is selling its

Australian beverage unit to Asahi Breweries.

Recent developments

In October 2007, Cadbury announced the closure of the Keynsham chocolate factory,

formerly part of Fry's. Between 500 and 700 jobs would be affected by this change.

Production transferred to other plants in England and Poland.

In 2008 Monkhill Confectionery, the Own Label trading division of Cadbury Trebor

Bassett (qv), was sold to Tangerine Confectionery for £58million cash. This sale included

factories at Pontefract, Cleckheaton & York and a distribution centre near Chesterfield,

and the transfer of around 800 employees.

In 2009 Cadbury replaced some of the cocoa butter in their chocolate products with palm

oil. Despite claiming this was a response to consumer demand to improve taste and

texture, there was no "new improved recipe" claim placed on the label. Consumer

backlash has been significant from many quarters, including environmentalists and

chocolate lovers, with many consumers feeling that the company was merely seeking to

improve profitability by using cheaper ingredients and reducing the weight of their

chocolate bars in a disguised manner.

Operations

United Kingdom

Cadbury plc also owns Trebor Bassett, Fry's, Maynards and Halls. The confectionery

business in the UK is called Cadbury UK (formerly Cadbury Trebor Bassett) and, as of

August 2004, had eight factories and 3,000 staff in the UK. Biscuits bearing the Cadbury

brand, such as Cadbury Fingers, are produced under licence by Burton's Foods. Ice cream

based on Cadbury products, like 99 Flake, is made under licence by Frederick's Dairies.

Cadbury cakes and chocolate spread are manufactured under license by Premier Foods,

but the cakes were originally part of Cadbury Foods Ltd with factories at Blackpole in

Worcester and Moreton on the Wirral with distribution depots throughout the UK.

United States

Cadbury plc's presence in the United States consists of the confectionery unit Cadbury

Adams, manufacturers of gum and mints but not chocolate. Cadbury merged with Peter

Paul in 1978. Ten years later Hershey's acquired the chocolate business from Cadbury's.

Accordingly, although the Cadbury group's chocolate products have been sold in the US

since 1988 under the Cadbury name, the chocolate itself has been manufactured by

Hershey's and can be found in Hershey's chocolate stores. Therefore, although some

Cadbury products such as Whole Nut can be found in stores in the United States, the

chocolate is sweeter than their counterparts sold in the United Kingdom.

Prior to the May 2008 demerger, the North American business also contained beverage

unit Cadbury Schweppes Americas Beverages. In 1982, Cadbury Schweppes purchased

the Duffy-Mott Company.

Branding

Cadbury itself and its range of confectionery products were traditionally marketed with

the Cadbury name being used in the possessive case, such as Cadbury's Creme Egg. In

the early 21st century, however, a corporate rebranding saw all lines bear the non-

possessive Cadbury. The company's marketing materials now explicitly avoid references

to the older possessive use of the trademark in relation to individual brands and the

company itself.

Accounting

In May 2006, Cadbury Schweppes announced that it would be outsourcing its

transactional accounting and order capture functions to Shared Business Services (SBS)

centres run by a company called Genpact, (a businesses services provider) in India,

China, and Romania. This was to affect all business units and be associated with U.S. and

UK functions being transferred to India by the end of 2006, with all units transferred by

mid-2008. Depending on the success of this move, other accounting Human Resources

functions may follow. This development is likely to lead to the loss of several hundred

jobs worldwide, but also to several hundred jobs being created, at lower salaries

commensurate with wages paid in developing countries.

Products

Cadbury plc manufactures chocolates and sweets such as the popular Cadbury Dairy

Milk, as well as a limited range of beverages in Australia.

On 29 September 2008 Cadbury withdrew all of its 11 chocolate products made in its

three Beijing factories, on suspicion of contamination with melamine. The recall affected

the mainland China markets, Taiwan, Hong Kong and Australia. Products recalled

included Dark Chocolate, a number of products in the 'Dairy Milk' range and Chocolate

Éclairs.

Health and safety

2007 Recalls

On 10 February 2007, Cadbury announced they would be recalling a range of products

due to a labelling error. The products were produced in a factory handling nuts, potential

allergens, but this was not made clear on the packaging. As a precaution, all items were

recalled.

On 14 September 2007, Cadbury Schweppes investigated a manufacturing error over

allergy warning, recalling for the second time in 2 years thousands of chocolate bars. A

Printing mistake at Somerdale factory resulted in the omission of nut allergy labels from

250g Dairy Milk Double Chocolate bars.

2006 Salmonella scare

On 19 January 2006, Cadbury Schweppes detected a rare strain of the Salmonella

bacteria, affecting seven of its products, said to have been caused by a leaking pipe. The

leak occurred at its Marlbrook plant, in Herefordshire, which produces chocolate crumb

mixture; the mixture is then transported to factories at Bournville and Somerdale to be

turned into milk chocolate.

Cadbury Schweppes did not officially notify the Food Standards Agency until Monday,

19 June, 2006, shortly after which it recalled more than a million chocolate bars.

In December 2006, the company announced that the cost of dealing with the

contamination would reach £30 million.

In April 2007, Birmingham City Council announced that it would be prosecuting

Cadbury Schweppes in relation to three alleged offences of breaching health and safety

legislation. An investigation being carried out at that time by Herefordshire Council led

to a further six charges being brought. The company pleaded guilty to all nine charges,

and was fined £1 million at Birmingham Crown Court - the sentencing of both cases was

brought together. Analysts have said the fine is not material to the group, with mitigating

factors limiting the fine being that the company quickly admitted its guilt and said it had

been mistaken that the infection did not pose a threat to health.

Theme parks and shops

There used to be Cadbury shops at theme parks in the UK. These included the Cadbury

Castle at Chessington World of Adventures the Cadbury Sweet Shop at Thorpe Park and

the Cadbury House at Alton Towers. All three of them were taken over by Nestlé.

Cadbury shops can be located at local shopping centres such as, Lowry outlet mall or

Manchesters trafford centre etc.

INDUSTRY TRENDS

Confectionery Industry

The confectionery industry in India is approximately divided into:

Chocolates

Hard-boiled candies

Eclairs & toffees

Chewing gums

Lollypops

Bubble gum

Mints and lozenges

The total confectionery market is valued at Rupees 23 billion with a volume turnover of

about 145000 tonnes per annum. The category is largely consumed in urban areas with a

70% skew to urban markets and a 30% to rural markets. Consumers in this category are

largely skewed to kids and young adults.

Hard boiled candy accounts for 20%, Eclairs and Toffees accounts for 18%, Gums and

Mints and lozenges are at par and account for 13%. Digestive Candies and Lollypops

account for 1.5% share respectively.

Overall industry growth is estimated at 2.5 % in the chocolates segment and sugar

confectionery segment has declined by 3%.

Cadbury with Dairy Milk, Perk, Gems, 5 Star, Celebrations, Bytes, Dairy Milk Eclairs,

Eclairs Crunch, Mr. Pops and Halls brands is a key player in the chocolate, eclairs,

lollypops, and mints segments.

Milk Beverages

The Milk Beverages industry is valued at Rupees 13.8 billion with an annual turnover of

approx 60,000 tonnes. As per Nielsen estimates the industry is growing at 7.4%.

Cadbury is a key player in the segment with Cadbury BournVita and Cadbury BournVita

5 Star Magic

COMPANY OVERVIEW

Defining the taste of chocolate in India, Cadbury began its Indian operations as a trading

concern in 1948.

For over 58 years chocolates in India are synonymous with Cadbury

A 1900 people strong company, we have 5 factories and 4 sales branches across India

Our distribution reach spans 14,00,000 outlets across India

Cadbury Dairy Milk is the most loved chocolate brand in India

We are one of India's best managed companies ( 2002 Business Today & AT

Kearney)

We are One of India's top 25 Great Place to Work ( Business World & Grow

Talent)

With brands like Cadbury Dairy Milk, Gems, 5 Sta r, Perk, Eclaris, BournVita, Halls or

newer offerings like Celebrations and Bytes there is a Cadbury to suit all occasions and

moods... hence we say Kuch Meetha Ho Jaye!

Cadbury Worldwide

We are the world's largest confectionery company and have a strong regional presence in

beverages in the Americas and Australia.

With origins stretching back over 200 years, today our products - which include brands

such as Cadbury, Schweppes, Halls, Trident, Dr Pepper, Snapple, Trebor, Dentyne,

Bubblicious and Bassett - are enjoyed in almost every country around the world. We

employ around 60,000 people.

Our heritage starts back in 1783 when Jacob Schweppe perfected his process for

manufacturing carbonated mineral water in Geneva, Switzerland. And in 1824 John

Cadbury opened in Birmingham selling cocoa and chocolate.

These two great household names merged in 1969 to form Cadbury Schweppes plc. Since

then we have expanded our business throughout the world by a programme of organic

and acquisition led growth.

Concentrating on our core brands in beverages and confectionery since the 1980s, we have strengthened

our portfolio through almost fifty acquisitions, including brand icons such as Mott's, Canada Dry, Halls,

Trident, Dentyne, Bubblicious, Trebor, Bassett, Dr Pepper, 7 Up and Snapple.

We employ 55,000 people in over 200 countries

We are the worlds No 1 Confectionery company

We are the world's No 2 Gums company

We are the world's No 3 beverage company

Core Purpose

At Cadbury Schweppes, our core purpose is "Working better together to create brands

peope love".

The core purpose captures the spirit of what we are trying to achieve as a business.

We collaborate and work as teams to convert products into brands.

Vision

To align with our core purpose, Cadbury India has defined its Vision as "Life Full Of

Cadbury and Cadbury Full of Life".

Cadbury India will participate in many spaces of consumer life through a cache of

product & service offerings - be it chocolates or snacks or gum.

We believe that work and fun can co-exist beautifully. Therefore at Cadbury India, it's all

about work hard, play harder!. We bring moments of delight to our consumers everyday

and every time. Therefore, we strongly believe that those people who create these

products should also have fun while doing so.

Our Values

We make, market and sell unique brands, which give or bring pleasure to millions of

consumers around the world everyday.

We are an international company, proud of our long heritage, respectful of the social and

natural environment in which we operate, supportive of our consumers, customers and

colleagues, and above all, we are passionate about success.

This success has been built upon understanding the needs of our consumers, customers

and other stakeholders and by operating to a clearly defined set of values. But around us

the world changes. The obligations of business to society have broadened. Yet, at the

same time we want to ensure the continuation of our own heritage.

Cadbury Dairy

Milk

BournVita Cadbury 5 Star

Halls

mentholyptus

Bytes Celebrations

Temptations Perk Eclairs

Gems

Corporate Social Responsibility

Corporate Social Responsibility (CSR) is at the heart of our 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

programs.

Our commitment 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.

Pioneering cocoa cultivation in India

Since 1974 Cadbury has 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 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!

Bangalore factory: the sun shines at night:

Acknowledged as 'Preserver of Environment'

Sunshine now lights the pathways on streets outside our Bangalore factory at night.

Rising energy costs, and 300 sunny days a year, inspired the factory to install 28 solar

powered streetlights.It will reduce annual carbon dioxide (a major greenhouse gas)

emissions by ten tonnes, playing a part in the effort to reduce global warming.

In appreciation of our commitment to implement environment friendly initiatives, the

Karnataka State Pollution Control Board has honoured the Bangalore factory with the

Parisara Premi (Preserver of the Environment) Award for the second year in a row.

Sarvam Programme

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 spreads smiles at Vatsalya>

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 these children, encourage

them to study or just simply Be their Friend.

Cadbury India supports the building of a Neo-natal ward

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

In 1999, we launched the Community Initiative Programme under the banner: Nutrition,

Education, Security and Love near our Malanpur factory (MP).

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.

In 2005, the education programme supported the Indian Government's Year of Women

Empowerment. Special focus was given to the rights and contribution of girls and to the

counteraction of female infanticide through a variety of initiatives.

Our people

We believe that the way to create brands people love is through our people. It's their

passion, dedication and drive that makes all the difference to our success in the

increasingly competitive world of fast-moving consumer goods.

Our people are highly committed to their work and we look for the same level of

commitment in the people we take on. People who do well at Cadbury Schweppes tend to

share the qualities and spirit of good entrepreneurs: lots of drive to make things happen,

ability to influence people, a habit of making sound decisions, a knack for turning ideas

into money.

They are naturals at spotting and making the most of opportunities. You will typically

start your career with us in a function in one of our many businesses. You will then be

able to choose whether to develop your career as a generalist or specialist. Whichever

path you choose, you will be encouraged to gain experience of different businesses,

brands and people

Chairman C Y Pal

Vice Chairman Rajiv Wahi

Managing Director Anand Kripalu

Directors

Non-Executive

Amit Banati

Harsh Mariwala

Jaithirth Rao

Suresh Talwar

Executive

Sanjay Purohit Director – Marketing

Sunil Sethi Director - Sales & Customer Development

Girish Bhat Directo r- Finance & Commercial

V Chandramouli Director - Strategy, Innovation & International Business

Radhakrishan.B Menon Director - Human Resources

Jaibhoy Phillips Director - Supply Chain

Senior Management

Narayan Sundararaman GM Marketing

Sunil Taldar GM Sales

Vivek Aggarwal GM Finance

Jimmy Gandhy GM Materials

Shivanand Samadi GM Legal Affairs

Karen MacKenzie GM Quality

Awards

Cadbury India roars at Cannes

Cadbury India recieved a bronze award at the Cannes Lions International Advertising

Festival for partnering with a mobile phone operator in 2005 to provide exam results via

SMS to school children.

Cadbury India is a Great Place to Work

The 'Great Place to Work' Institute study listed Cadbury India as a Great Place to work in

2005 for the third time in a row. Incidentally, Cadbury was in the Top 25 in 2003, 2004

and 2005 too.

Reader's Digest Award recognizes BournVita

BournVita won the 'Reader's Digest Trusted Brands' Gold Award for the vitamin health

suppliment category in Indian in 2006. The merit was based on 7000 responses from

questionaires and telephone interviews across Asia.

Superbrands

Cadbury Dairy Milk and BournVita have achieved the distinction of a 'Superbrand' as

awarded by the Superbrands India Council.

Cadbury wins the Effies 2006

November 2006, Mumbai - At the recent Effie 2006 awards organized by The

Advertising Club of Mumbai, our 'Pappu Pass Ho Gaya' advertising campaign bagged

two more awards - Gold in the Consumer Products category and Silver in the Integrated

advertising campaign category.

Registered Office

Cadbury India Ltd.

19, B Desai Road,

Mumbai 400 026

Maharashtra, India

Tel: +91 22 4007 3100

Fax: +91 22 2351 1387

Regional Offices

Mumbai

Cadbury India Ltd.

Reyn. basera Annexe

VallabNear Cooper Hospital

Vile Parle West

Mumbai 400 056

Maharashtra, India

Chennai

Cadbury India Ltd.

146- Second Floor

Royapeth High Road

Mylapore, Chennai 600004

Tamil Nadu, India

Delhi

Cadbury India Ltd

AAR KAI Business Center, AB4,

Sufadarjung Enclave Community Center,

Sufadarjung Enclave, New Delhi - 110029

India

Kolkotta

Cadbury India Ltd

9-A Esplanade Row

Kolkotta - 700 069

West Bengal, India

Our Factories

Thane

Cadbury India Ltd

1 Pokhran Road

Eastern Express Highway

Thane 400 606

Maharashtra, India

Pune

Cadbury India Ltd

Induri Factory

Talegaon Dabhade

Pune 410 507

Maharashtra, India

Himachal Pradesh

Cadbury India Ltd

Works: Hadbast No 199

Village Sandholi Baddi

Tehsil- Nalagarh

Dist. Solan 173205

Himachal Pradesh, India

Gwalior

Cadbury India Ltd

Plot No 25

Malanpur Industrial Area

Village Gurikha

Tehsil Gohad

Gwalior - 477 116

Madhya Pradesh, India

Bangalore

Cadbury India Ltd

Jodi Hanumanapalya

Mahadevapura Post

Mangalore Road

Nelamangala 562 123

Bangalore, Karnataka, India

Cocoa Operations

Cochin

Cadbury India Ltd

Cocoa Operations

Near Thrikkakara Pipe Line Junction

Thrikkakara P.O

Cochin 682021

Kerala, India

Quality Assurance

At Cadbury Schweppes quality has always been an integral part of how we operate and

who we are. Our core purpose of working together to create brands people love is

founded on a commitment to quality in everything we do.

Active management of quality is vital to not only ensure the integrity of our brands and

the creation of value for our shareowners, but also the strengthening of the bond we share

with our consumers.

This policy reaffirms our commitment to quality through the application of rigorous

quality standards within our business and the wider environment in which we operate.

We will:

1. Market high quality products that consistently meet our specifications and comply with

local regulatory requirements.

2. Actively listen and regularly respond to the quality expectations of our consumers at

the points of purchase and consumption.

3. Ensure that representations of our company image, including our trademarks, meet

approved standards and reinforce our commitment to quality.

4. Encourage a "right first time" culture in which employees are appropriately trained and

accountable for quality.

5. Operate audited quality management systems that deliver the policy.

6. Assign clear management accountability for setting and meeting measurable quality

targets.

7. Work with our supply chain and business partners to drive compliance to our quality

policy and systems.

Environment, Health & Safety Policy

At Cadbury Schweppes, we see sound and responsible environmental, health and safety

(EHS) management as an integral part of achieving our goal. to grow the value of our

confectionery and beverages businesses for our shareowners.

We aim to ensure that in the course of our business activities we not only minimise our

impact on the environment ; but also look after the health and safety interests of our

employees; in addition to seeking opportunities to improve the local environment and the

communities in which we operate.

We believe that such an approach will generate and sustain significant environmental,

social and financial benefits, thereby contributing to our objective of long-term

sustainability

We will:

1. Conduct our business in compliance with environmental, health and safety laws and

with our global standards, and regularly assess the compliance of our operations against

these requirements.

2. Maintain and continually improve systems to manage our EHS responsibilities,

establishing and ensuring employee accountability for our EHS performance at all levels

of the organisation.

3. Set clear targets for continual improvement in our EHS performance and monitor these

targets to ensure that they are met.

4. Strive to prevent pollution and to minimise the environmental costs and impacts of our

global operations.

5. Provide a safe and healthy environment for our employees, contractors and other

visitors to our sites

6. Assess and eliminate or control the EHS risks of new and existing operations, and

continually assess the environmental performance of our products, seeking ways to

contribute positively to their performance.

7. Train and motivate our employees to understand their EHS responsibilities and to

participate actively in our EHS programmes

8. Work with our supply chain and business partners to improve our collective EHS

performance, to protect the ecosystems that provide our raw materials and to minimise

the impacts from transportation.

9. Communicate with our shareowners, employees, customers and other interested parties

by regularly reporting on our EHS performance and maintaining an open dialogue.

FAQ's

The chocolate bar that I purchased has white spots on the surface? Why does this

happen?

When chocolate has undergone prolonged exposure to heat, it results in discolouration of

the surface. This is caused by the separation of the cocoa butter oils, which solidify

giving it a white appearance. Slight heat exposure does not normally affect the flavour or

characteristics of the chocolate.

Who should I contact if I the chocolate is damaged?

You can contact our toll-free help line no. 1600 22 7080 (available from select cities

only) for any product-related issues

Will I get a replacement if the chocolate is damaged?

Yes. We have a "no-questions-asked" replacement policy.

Is it possible to organize a factory visit for my family?

No. At this point in time, we do not organize any factory visits.

sponsorships or donation requests?

You can submit your requests online. We will evaluate and respond on a case-to-case

basis.

I need to buy huge quantities of chocolates? Can I buy them at a discounted rate

directly from the company?

You could send us your request online and our sales team will get in touch with you

accordingly.

How Cadbury chocolate is made

Milk chocolate for eating was first made by Cadbury in 1897 by adding milk powder

paste to the dark chocolate recipe of cocoa mass, cocoa butter and sugar. By today's

standards this chocolate was not particularly good: it was coarse and dry and not sweet or

milky enough for public tastes.

There was a great deal of competition from continental manufacturers, not only the

French,but also the Swiss, renowned for their milk chocolate.

Led by George Cadbury Junior, the Bournville experts set out to meet the challenge. A

considerable amount of time and money was spent on research and on new plant designed

to produce the chocolate in larger quantities.

A recipe was formulated incorporating fresh milk, and production processes were

developed to produce a milk chocolate 'not merely as good as, but better than' the

imported milk chocolate'.

Four years of hard work were invested in the project and in 1905 what was to be

Cadbury's top selling brand was launched.

Three names were considered: Jersey, Highland Milk and Dairy Maid. Dairy Maid

became Dairy Milk, and Cadbury's Dairy Milk, with its unique flavour and smooth

creamy texture, was ready to challenge the Swiss domination of the milk chocolate

market.

By 1913 Dairy Milk had become the company's best selling line and in the mid twenties

Cadbury's Dairy Milk gained its status as the brand leader, a position it has held ever

since.

History Of Chocolate

The origins of chocolate can be traced back to the ancient Maya and Aztec civilisations in

Central America, who first enjoyed 'chocolatl'; a much-prized spicy drink made from

roasted cocoa beans.

Throughout its history, whether as a cocoa, a drinking chocolate beverage or

confectionery treat, chocolate has been a much sought after food.

Because cocoa beans were valuable, they were given as gifts on occasions such as a child

coming of age and at religious ceremonies. Merchants often traded cocoa beans for other

commodities, and for cloth, jade and ceremonial feathers.

The Aztec Empire

''Chocolate' (in the form of a luxury drink) was consumed in large quantities by the

Aztecs: the drink was described as 'finely ground, soft, foamy, reddish, bitter with chilli

water, aromatic flowers, vanilla and wild bee honey'.

The dry climate meant the Aztecs were unable to grow cocoa trees, and had to obtain

supplies of cocoa beans from 'tribute' or trade.

Don Cortes

The Spanish invaded Mexico in the 16th century, by this time the Aztecs had created a

powerful empire, and the Spanish armies conquered Mexico. Don Cortes was made

Captain General and Governor of Mexico.

When he returned to Spain in 1528 he loaded his galleons with cocoa beans and

equipment for making the chocolate drink. Soon 'chocolate' became a fashionable drink

enjoyed by the rich in Spain..

Chocolate Across Europe

An Italian traveller, Francesco Carletti , was the first to break the Spanish monopoly. He

had visited Central America and seen how the Indians prepared the cocoa beans and how

they made the drink, and by 1606 chocolate was well established in Italy.

Drinking Chocolate

The secret of chocolate was taken to France in 1615, when Anne, daughter of Philip II of

Spain, married King Louis XIII of France.

The French court enthusiastically adopted this new exotic drink, which was considered to

have medicinal benefits as well as being a nourishing food.

Gradually the custom of drinking chocolate spread across Europe, reaching England in

the 1650s.

First Chocolate For Eating

Up until this point all chocolate recipes were based on plain chocolate .

It was an English doctor, Sir Hans Sloane, who - after travelling in South America -

focused on cocoa and food values, bringing a milk chocolate recipe back to England.

The original Cadbury Milk Chocolate was prepared to his recipe.

Chocolate Production

The cocoa-bean -- the heart of the sweetest delicacy in the world -- is bitter! This is why,

up to the 18th century some native tribes ate only the sweetish flesh of the cocoa fruit.

They regarded the precious bean as waste or used it, as was the case among the Aztecs, as

a form of currency. The cocoa tree can flourish only in the hottest regions of the world.

The Varieties

There are two quite different basic classifications of cocoa, under which practically all

varieties can be categorised: Criollo and Forastero cocoas. The pure variety of the Criollo

tree is found mainly in its native Equador and Venezuela. The seeds are of finer quality

than those of the Forastero variety.

They have a particularly fine, mild aroma and are, therefore, used only in the production

of high-quality chocolate and for blending. However, Criollo cocoa accounts for only

10% of the world crop. The remaining 90% is harvested from trees of the Forastero

family, with its many hybrids and varieties. The main growing area is West Africa.

The Harvest

Immediately after harvesting, the fruit is treated to prevent it from rotting. At

fermentation sites either in the jungle or at, collecting points, the fruit is opened.

Fermentation

The fermentation process is decisive in the production of high quality raw cocoa. The

technique varies depending on the growing region.

Drying

After fermentation, the raw cocoa still contains far too much water; in fact about 60%.

Most of this has to be removed.

What could be more natural than to spread the beans out to dry on the sun-soaked ground

or on mats? After a week or so, all but a small percentage of the water has evaporated.

Cleaning

Before the real processing begins, the raw cocoa is thoroughly cleaned by passing

through sieves, and by brushing. Finally, the last vestiges of wood, jute fibres, sand and

even the finest dust are extracted by powerful vacuum equipment.

Roasting

The subsequent roasting process is primarily designed to develop the aroma. The entire

roasting process, during which the air in the nearly 10 feet high furnaces reaches a

temperature of 130 °C, is carried out automatically.

Crushing and shelling

The roasted beans are now broken into medium sized pieces in the crushing machine.

Blending

Before grinding, the crushed beans are weighed and blended according to special recipes.

The secret of every chocolate factory lies in the special mixing ratios which it has

developed for different types of cocoa.

Grinding

The crushed cocoa beans, which are still fairly coarse are now pre-ground by special

milling equipment and then fed on to rollers where they are ground into a fine paste. The

heat generated by the resulting pressure and friction causes the cocoa butter

(approximately 50% of the bean) contained in the beans to melt, producing a thick, liquid

mixture.

This is dark brown in colour with a characteristic, strong odour. During cooling it

gradually sets: this is the cocoa paste.

At this point the production process divides into two paths, but which soon join again. A

part of the cocoa paste is taken to large presses, which extract the cocoa butter. The other

part passes through various blending and refining processes, during which some of the

cocoa butter is added to it. The two paths have rejoined.

Cocoa Butter

The cocoa butter has important functions. It not only forms part of every recipe, but it

also later gives the chocolate its fine structure, beautiful lustre and delicate, attractive

glaze.

Cocoa Powder

After the cocoa butter has left the press, cocoa cakes are left which still contain a 10 to

20% proportion of fat depending on the intensity of compression.

These cakes are crushed again, ground to powder and finely sifted in several stages and

we obtain a dark, strongly aromatic powder which is excellent for the preparation of

delicious drinks - cocoa. Cocoa paste, cocoa butter, sugar and milk are the four basic

ingredients for making chocolate. By blending them in accordance with specific recipes

the three types of chocolate are obtained which form the basis of ever product assortment,

namely:

Kneading

In the case of milk chocolate for example, the cocoa paste, cocoa butter, powdered or

condensed milk, sugar and flavouring - maybe vanilla - go into the mixer, where they are

pulverized and kneaded.

Rolling

Depending on the design of the rolling mills, three or five vertically mounted steel rollers

rotate in opposite directions. Under heavy pressure they pulverise the tiny particles of

cocoa and sugar down to a size of approx. 30 microns. (One micron is a thousandth part

of a millimetre.)

Conching

But still the chocolate paste is not smooth enough to satisfy our palates. But within two or

three days all that will have been put right. For during this period the chocolate paste will

be refined to such an extent in the conches that it will flatter even the most discriminating

palate.

Conches (from the Spanish word "concha", meaning a shell) is the name given to the

troughs in which 100 to 1000 kilograms of chocolate paste at a time can be heated up to

80 °C and, while being constantly stirred, is given a velvet smoothness by the addition of

certain amounts of cocoa butter. A kind of aeration of the liquid chocolate paste then

takes place in the conches: its bitter taste gradually disappears and the flavour is fully

developed. The chocolate no longer seems sandy, but dissolves meltingly on the tongue.

It has attained the outstanding purity which gives it its reputation.

BRANDS

CADBURY DAIRY MILK

The story of Cadbury Dairy Milk started in 1905 at Bournville, U.K. But the journey with

chocolate lovers in India began in 1947. The pure delicious taste of Cadbury Dairy Milk

is the taste most Indians crave for. Cadbury Dairy Milk was and is synonymous with

chocolate; whenever consumers think of chocolate they think of Cadbury Dairy Milk. In

the wide range that Cadbury Dairy Milk offers, there's one for every one.

The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of

Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens &

adults.

Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater to the urge for

'something sweet' after meals.

Cadbury Dairy Milk has exciting products on offer for kids - Cadbury Dairy Milk

Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1,

a delightful combination of milk and chocolate. Giving kids an exciting reason to keep

coming back into the fun filled world of Cadbury.

Our Journey:

Cadbury Dairy Milk has been the market leader in the chocolate category for years. We

have participated and been a part of every Indian's moments of happiness, joy and

celebration. Today, Cadbury Dairy Milk alone holds 30% value share of the Indian

chocolate market.

In the early 90's, chocolates were seen as 'meant for kids', usually areward 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 'Real Taste of Life' campaign had many memorable executions, which people still

fondly remember. However, the one with the "girl dancing on the cricket field" has

remained etched in everyone's memory, as the most spontaneous & un-inhibited

expression of happiness.

This campaign went on to be awarded 'The Campaign of the Century', in India at the

Abby (Ad Club, Mumbai) awards.

In the late 90's, to further expand the category, the focus shifted towards widening

chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane Ka

Bahana Chahiye' campaign. This campaign built social acceptance for chocolate

consumption amongst adults, by showcasing collective and shared moments.

More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk

with celebratory occasions and the phrase "Pappu Pass Ho Gaya" has become part of the

street language. It has been adopted by consumers and today is used extensively to

express joy in a moment of achievement / success.

The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the

prestigious Cannes Advertising Festival 2006 for 'Best use of internet and new media'.

The idea involved a tie-up with Reliance India Mobile service and allowed students to

check their exam results using their mobile serviceand encouraged those who passed their

examinations to celebrate with Cadbury Dairy Milk.

The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated

Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006

(global benchmark for effective advertising campaigns) awards.

Did You Know:

Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005

edition of Brand Equity's Most Trusted Brands survey.

During the 1st World War, Cadbury Dairy Milk supported the war effort. Over 2,000

male employees joined the armed forces and Cadbury sent books, warm clothes and

chocolates to the front.

CADBURY BYTES

Cadbury Bytes was launched in 2004-05 as Cadbury's foray into the rapidly growing

packaged snack market

It is a one of a kind snack, in that it is sweet and not salty with a crunchy wafer and rich

Choco cream filling. There are three variants of Cadbury Bytes available in the market -

Regular,Coffee and Strawberry, at two price points Rs.5 packs and Rs.10 packs.

Teen's hangout in groups. And while hanging out they usually munch on some snacks. So

Bytes, being a sweet snack is to be made synonymous with sharing and fun. With Bytes

Cadbury entered a new category with giant competitors in the salted snacks category.

Cadbury Bytes has had memorable advertising- the boat, picnic and park films launched

in 2004 position it as a people magnet. The current films Tommy and Villian position it

as a snacking ka meetha funda.

Currently it occupies 2.4 % market share in chocolate market.

CADBURY CELEBRATIONS

Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and

dry- fruits during festive seasons.

Cadbury Celebrations is available in several assortments: An assortment of chocolates

like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury

dairy milk chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut

butterscotch and caramels.

The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is

an exotic range of chocolate covered dry fruits and nuts in various flavours and the

premium dark chocolate range which is exotic dark chocolate in luscious flavours.

Cadbury Celebrations has become a popular brand on occasions such as Diwali, Rakhi,

Dussera puja. It is also a major success as a corporate gifting brand. The communication

is based on the emotional route and the tag line says "rishte pakne do" which fits with the

brand purpose of strengthening your relationships with something sweet.

CADBURY DAIRY MILK ECLAIRS

A local confectionery firm Pascalls in London first invented chocolate Eclairs in the

1960s. The firm became part of Cadbury in 1971 making Cadbury Chocolate Eclairs the

second largest brand in the company.

Hidden inside the center of the outside layer of caramel is delicious Cadbury Dairy Milk

making the experience of eating an Éclair truly unique. It's become a popular way of

eating delicious Cadbury Dairy Milk chocolate without melting in very hot weather and

is an extremely popular brand in Asia.

Recently, a variant Cadbury Dairy Milk Eclairs Crunch was launched to cater to those

who prefer the hard-candy. Staying true to the original Eclairs, it also contains Dairy

Milk inside a shell of hard caramel.

Cadbury Dairy Milk Eclairs has always been the market leader in the Eclairs category.

The brand has always been popular with the teenagers and pre-teens.

In the late-90's, the 'Duniya Bhula De' campaign was launched showing how one gets

lost in the mesmerizing taste of Eclairs because of the Dairy Milk it contains at its center.

The category was then expanded with the 'Choti-Choti Khushiyan' campaign aimed at

pre-teens. Eclairs were seen as a candy that provides us with the small moments of

happiness in life.

In 2006 the newly launched Cadbury Dairy Milk Eclairs Crunch with a hard caramel

outer and a soft chocolate center instantly had a resounding response from consumers.

CADBURY 5 STAR

Chocolate lovers for a quarter of a century have indulged their taste buds with a Cadbury

5 Star. A leading knight in the Cadbury portfolio and the second largest after Cadbury

Dairy Milk with a market share of 14%, Cadbury 5 Star moves from strength to strength

every year by increasing its user base.

Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat

inside, Cadbury 5 Star has re-invented itself over the years to keep satisfying the

consumers taste for a high quality & different chocolate eating experience

One of the key properties that Cadbury 5 Star was associated with was the classic Gold

colour. And through the passage of time, this was one property that both, the brand and

the consumer stuck to as a valuable association, even as we contemporarised the look and

feel .

Cadbury 5 Star was always unique because of its format and any communication

highlighting this uniqueness went down well with the audiences.

From 'deliciously rich, you'd hate to share it' in 70's, to the 'lingering taste of togetherness'

& 'Soft and Chewy 5 Star' in the late 80's, the communication always paid homage to the

product format.

In 2005, to give consumers anotherreason to come into the Cadbury 5 Star fold, Cadbury

5 Star Crunchy was launched. The same delicious Cadbury 5 Star was now available with

a dash of rice crispies.

Cadbury 5 Star & Cadbury 5 Star Crunchy now aim to continue the upward trend. This

different yet delightfully tasty chocolate is well poised to rule the market as an extremely

successful brand.

GEMS

The saying "Good things come in small packets" has been proved right many a times, but

it couldn't have been truer than to the pretty chocolate buttons called Gems. Who can

forget the unique, brightly colored chocolate buttons with crispy shells, encased in a pack

that's as colorful as the product itself? Unrivalled in all these years, Cadbury Gems has

captured every kid's fantasy for almost 4 decades and the adults are not too far behind.

Little wonder that Cadbury Gems. The brand that came into India in 1968 is still going

strong.

The sheer taste and the fun associated with eating Cadbury Gems and the joy of sharing it

with friends has made the brand a dear companion for kids and a source of nostalgia

among adults.

Cadbury Gems brings happiness to a child's world. With this promise in mind, Cadbury

Gems has always 'Masti' as the key proposition in all its communication. In fact, Cadbury

Gems is always a willing ally for pranks and fun.

Cadbury Gems has continuously tried to be relevant and exciting for kids. In its attempt

to be contemporary, a unique stand up tube pack with a flip top was launched, the same

became an instant hit with kids.

Early 2006 gave kids one more reason to celebrate with Cadbury Gems; the launch of

Cadbury Fruity Gems, a fruit flavoured variant with a crispy shell outside and white

chocolate inside. Now kids had not one, but two reasons to enter the 'Masti' world of

Cadbury Gems.

Today, Cadbury Gems has established itself as one of the leading brands in the kid's

segment. With the single-minded purpose to delight every child and make him see the

fun, exciting and adventurous side of life. Cadbury Gems will continue to be the leading

brand in Cadbury India's portfolio.

PERK

A pretty teenager; a long line, and hunger! Rings a bell? That was how Cadbury launched

its new offering, Cadbury Perk. With its light chocolate and wafer construct, Cadbury

Perk targeted the casual snacking space that was dominated primarily by chips & wafers.

With a catchy jingle and tongue in cheek advertising, this 'anytime, anywhere' snack

zoomed right into the hearts of teenagers.

Raageshwari started the trend of advertising that featured mischievous, bubbly teenagers

getting out of their 'stuck and hungry' situations by having a Cadbury Perk. Cadbury Perk

became the new mini snack in town and its proposition "Thodi si pet pooja" went on to

define its role in the category.

As the years progressed, so did the messaging, which changed with changes in the

consumers' way of life. To compliment Cadbury Perk's values, the bubbly and vivacious

Preity Zinta became the new face of Perk with the 'hunger strike' commercial, and

continues to be so till date.

In the new millennium, Cadbury Perk moved beyond just owning 'hunger' to a "Kabhi bhi

kaise bhi" position, because the urge for Cadbury Perk could strike anytime and

anywhere.

With the rise of more value-for-money brands in the wafer chocolate segment, Cadbury

Perk unveiled two new offerings to those eating it - Perk XL and XXL.

The temptation to have more of Cadbury Perk was made even greater with the launch of

Cadbury Perk Minis in 2003 for just Rs. 2/-

In 2004, with an added dose of 'Real Cadbury Dairy Milk' and an 'improved wafer', Perk

became even more irresistible. The product was supported in the market with a new look

and a new campaign. The advertisement spoke of the irresistible aspect of the brand, with

'Baaki sab Bhoola de' becoming the new mantra for Cadbury Perk.

TEMPTATIONS

Cadbury India, identified a gap in the premium chocolate market.

The opportunity in the premium chocolate segment was identified since the current

premium range from Cadbury Dairy Milk Roast Almond and Fruit & Nut was losing out

to imported chocolate that offered a much wider variety.

Research revealed a segment of chocolate consumers - those exposed to international

chocolates and are active consumers and those who love a 'different chocolate taste' but

find the price of international chocolates too high.

Therefore, Cadbury launched "Temptations" in September 2000 and created another

category in Indian premium chocolates by cashing in on the demand for international

chocolates.

Cadbury Temptations was launched with 5 flavour variants - Roast Almond Coffee,

Honey Apricot, Mint Crunch, Black Forest and Old Jamaica.

The creative challenge was to communicate the international and unparalleled taste of

Temptations. The proposition of the communication was that the chocolate was "too good

to share". A radical route to take since chocolate has been positioned for 'sharing and

caring'. This route is completely the opposite of all other Cadbury communication done

in the past.

BOURNVITA

Cadbury Bournvita was launched in 1948.

It is among the oldest brands in the Milk Food Drink category with a rich ritage and has

always been known to provide the best nutrition for children and aids their growth and all

round development.

Throughout it's history, Cadbury Bournvita has continuously re-invented itself in terms of

product, packaging, promotion & distribution. The Cadbury lineage and rich brand

heritage has helped the brand maintain its leadership position and image over the last 50

years.

The Journey:

The brand has been an enduring symbol of mental and physical health ever since it was

launched in 1948. It is hardly surprising then, that Bournvita enjoys a major presence in

the MFD market. Given its market share of 17%, Cadbury Bournvita reaches growing

children across hundreds of cities, towns and villages through 3,50,000 outlets in India.

It is a universal truth that mothers attach a lot of emotional importance to nourishment

while bringing up their children. However, children always look out for the tastiest option

to make their daily dose of milk more enjoyable.

Cadbury now offers two options to capture this appeal: Cadbury Bournvita, with its

popular chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic,

leveraging the rich chocolate and caramel flavour of Cadbury 5 Star.

Cadbury Bournvita advertising has moved with the times to reflect the changing needs of

the consumers.

During the '70s the communication centered on 'Good upbringing' and Bournvita became

an essential building block for childhood. "Goodness that grows with you" was the

campaign idea that communicated this thought.

In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with the more aggressive

"Brought up right, Bournvita bright" campaign, which was very successful during its

time.

In the early '90s all brands in the category provided purely physical benefits like

nourishment, energy and growth. It was at this time that Bournvita decided to raise the

bar by promising physical and mental benefits. This resulted in the famous Tan Ki Shakti,

Man Ki Shakti Campaign which became an anthem for the brand.

In the new millennium, keeping pace with the evolving mindsets of the new age mother

and child, Cadbury Bournvita today, is about arming kids with Confidence to take on

physical and mental challenges that nobody else can, resulting in one of the most

successful advertising campaigns which is based on 'Real Achievers who have grown up

on Bournvita'

Did you know:

In the 1980 Moscow Olympics, Cadbury Bournvita was the official health drink

for the Indian team

The Cadbury Bournvita Quiz Contest, which started airing on April 12th 1972, is

India's longest running national school quiz contest. Starting out as a contest held

in cities, and then on radio, the contest currently has been running for over 10

years on atellite television. It has over 500 episodes to its credit, and today the

contest directly reaches more than 11,25,000 students, in 4000 schools across 66

cities and 7 countries - UAE, Kuwait, Qatar, Oman, Bahrain, Nepal and India.

Halls

Halls is the leading sugar confectionery brand in the world. In 1930 Mr. Halls invented

its Mentho-Lyptus formula, using a combination of menthol and eucalyptus, and began

producing its popular cough drops. The cough drops were introduced into the US during

the mid-1950s. When Warner-Lambert recognized the potential of the product, they

acquired it in 1964.

In 1971, the American Chicle sales force, part of Warner Lambert, began selling Halls

under the Adams family and later on it was bought by Cadbury Schweppes in the year

2003 from Adams to mark their entry into the mints and chewing gum category.

World over Halls is sold as a cold relief product as well as the mouth freshener. In the

northern hemisphere, Halls is sold as a cold relief product and has licensed medicated

status in markets such as the US, the UK and Canada. In hotter and drier countries

however, Halls is bought for mouth refreshment.

Our Journey:

In India was seen more as a medicated candy for young people on the move. It's been

always synonymous with the throat relief which gives you a breath of fresh air as it was

the only product with strong product attributes and delivery.

Halls in recent times (2003) has come with some interesting advertising like...; "Maa

main aa gaya" commercial wherein in Bollywood style, son goes to save his parents and

while screaming get choked in throat. It was developed to deliver on the message of

-"Halls clears my throat and hence clears my voice".

Did You Know:

Halls is marketed in 24 different countries around the world.

Halls products are offered in over 26 flavours:

Halls produced the largest sweet in the world in 1964. Weighing 1.5cwt or

76kilos, it had to be made in two pieces that were then bonded together.

Halls accounts for more than 50% of international cough drop sales.

In 2002, people consumed 100,000 tons of Halls!

Café coffee day

Cadbury makes Café Coffee Day coffees a chocolaty experience...

Cadbury India, is all set to bring the magical tinge of power crunch Perk and caremely 5

Star to your favourite coffees, announces its national tie up with Café Coffee Day.

Cadbury along with Café Coffee Day will introduce two exciting product offerings 'Perk

Colada' and 'Five Star Smoothie'. The new offerings are a unique combination of

chocolate blended with sweetened milk cream and chocolate sauce. The chocolaty drinks

priced at Rs, 70 each will be available across 225 cafes across the country.

These Cadbury product offerings are positioned to become the choice of teenagers, who

can enjoy the magical taste of chocolate with their favourite coffees. The new product

offerings will be on sale from November 2006.

MARKETING CASE STUDY

Market Background:

Cadbury is the market leader in the chocolates category, with Cadbury 5 Star being its

second largest brand. Cadbury 5 Star which is unique bar of nougat and caramel enrobed

in Cadbury Dairy Milk Chocolate provides one of the most distinctive and involving

chocolate eat experiences. However in recent years the Cadbury 5 Star franchise was in

decline.

Competition

The brand was under threat from other more offerings in the market.

The Brand

Cadbury 5 Star needed to introduce an element of surprise in its eat experience to gain

share among lapsed consumers. To do this the variant Cadbury 5 Star Crunchy was

launched- which still had the richness of caramel, chewiness of nougat but also contained

rice crispies.

The Strategy

The campaign was built around the proposition of an " unexpected surprise" which had a

surprise in every bit. This was creatively expressed as " Naya Five Star Crunchy.. Ab har

bite main Arrey!"

The campaign targeted at youth was executed in a light hearted vein built around a boy-

girl relationship.

In order to engage youth the campaign was executed across tv, radio, internet, outdoor

and print media.

The Results The brand registered double digit growth post the launch

MEDIA CASE STUDY

Background:

Cadbury dominates the chocolate market in India with a 70% share of the market.

Cadbury Dairy Milk is its largest chocolate brand which accounts fro a third of every

chocolate bar consumed.

The Task:

In 2005 the task before Cadbury Dairy Milk was to increase its consumer franchise.

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

An innovative tie -up with Reliance webworld was executed, wherein students

across 66 examination boards across the company could access their results on

Rworld through their Reliance mobiles. If they passed a message congratulating

them on their moment of delight from Dairy Milk was displayed

The Results:

The activity contacted 20 MN students across the country and was awarded a Bronze

Lion at the Cannes Media awards in 2005

MARKETING CASE STUDY

Market Background:

Cadbury is the market leader in chocolates but was a new entrant in the packaged

snacking category. The company had a loyal child following but snacking was driven by

teens and adults. The Indian palette also showed a distinct preference for salty snacks.

Overall brand Cadbury strengths in the confectionery market were weaknesses in the

packaged snacking market. Snacks were also largely driven by shared consumption vis s

avis confectionery which is largely an impulse individual consumption

Competition

Well entrenched competitors and local unorganized players which are synonymous with

snacking and dominated the market

The Brand

Cadbury Bytes was a one of a kind snack, in that it was sweet and not salty and had the

irresistible taste of Cadbury chocolate in it. To be positioned effectively as a snack it had

to offer the irresistible taste of Cadbury chocolate in the context of shared snacking

The Brand Objective

Position Cadbury Bytes as the "people magnet" of snacking which led to being creatively

expressed as "Bytes Jahaan Public Wahaan!"

The Results Cadbury Bytes expands the chocolate category.

REFERENCES

BOOKS

1. Cadbury: a taste of chocolate by Kay Cafarella, Cadbury Ltd - Cooking -

1998 - 117 pages

2. The true history of chocolate by Sophie Dobzhansky Coe, Michael D. Coe -

Cooking – 2007

WEB SOURCES

1. www.google.com

2. www.wikipedia.org

3. www.cadburyindia.com