Siri R

Siva Priyanka

Srinivas Billa

Tapaswi Chandra

Uma Ganesh

Vamsi Chanda

Team 9

Welcome to Cadbury

Ever since the CADBURY factory was set up in India in 1947, Cadbury chocolates have ruled the hearts of Indians with their fabulous taste.

Thank God for young JOHN CADBURY who ventured into the chocolate business over 150 years age, way back in England, in 1824.

Long gone is the dry chocolate supplied by John Cadbury in his Birmingham grocery store. Today more than 250 million bars of Dairy Milk are produced & consumed every year.

Type Subsidiary of Kraft Foods

Industry Confectionery

Founded 1824

Headquarters Uxbridge, London, United Kingdom

Revenue GB£5,384 million (2008)

Operating income GB£388 million (2008)

Net income GB£364 million (2008)

Employees 71,657 (2008)[1]

Parent Kraft Foods

Website www.cadbury.co.uk

Cadbury chocolate is born: John Cadbury converts from tea and coffee to selling chocolate.

1

John Cadbury

2

First Factory: About the year 1780, the first machine-made chocolate is produced in Barcelona

3

With Milk: After eight years of experimenting, the Swiss Daniel Peter puts the first milk chocolate on the market in 1875

milk chocolate

4Melting Sweetness Rodolphe Lindt of Berne produces chocolate which melts on the tongue for the first time in the year 1879. First Dairy Milk

CADBURY TODAYIt has been more than half a century that CADBURY has been the most loveable brands in India.

Cadbury India is a significant player in the impulse market enjoying 70% share in chocolates & a substantial share of the sugar confectionery market.

OPERATING COUNTRIES

UNITED KINGDOMThe 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

Ireland

Cadbury Ireland Limited is a confectionery company in Ireland based in Coolock in Dublin. Cadbury's opened their first Irish factory in Ossary RD., Dublin in 1933. More than €250 million worth of Cadbury chocolate is produced in Ireland, is exported every year.

OPERATING COUNTRIESUNITED STATES

Cadbury plc's presence in the 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

AUSTRALIA AND NEW ZEALAND

On 27 February 2009 the confectionery and beverages businesses of Cadbury Schweppes Pty Ltd in Australia were formally separated and the beverages business began operating as Schweppes Australia Pty Ltd. In April 2009

INDIA

Cadbury began its operations in India in 1948 by importing chocolates

REGIONAL OFFICES

Delhi Mumbai

Chennai

Bangalore Kottayam

Kolkata

FACTORIES

Malanpur Thane

Induri Mumbai

A staggering 120 million chocolate bars are sold in New Zealand every year, 60 million of these are made by Cadbury!!!!!!!!!!!!! Cadbury uses 33,000 liters of milk every day for chocolate production at its Dunedin plant!!!!!!!!!!!!!!!

Cadbury Confectionery's Dunedin plant produces around 10,000 Crunchy bars per hour!!!!!!!!!!!!!

Cadbury sells over 3.5 million boxes of chocolate every year!!!!!!!!!!!

Cadbury Dairy Milk is the oldest chocolate brand in the country!!!!!!!!!!!!!!

COCOA trees in Kerala are called Cadbury trees!!!!!!!!!!!!!

Product OfferingsThe market major of Chocolates offers the

following products in the market:-

1.Chocolates :- eg. Cadbury dairy milk, perk, celebrations, tempetations, five star, eclairs, gems, cadbury lite, fruit and nut and cadbury crackle,cadbury heros and many more

2.Snacks :- cadbury byes

3.Beverages :- Bournvita, cadbury delight

4. Candy :- cadbury halls

5. Gums :- Bubbaloo

Bytes is the first foray of Cadbury into the rapidly growing Bagged Snack Category of Snacking. Largely dominated by Salted products, the lead brands in this category includes Lays, Cheetos, Kurkure, Picnic, Uncle Chips, Peppy etc. In this arena of salted products, Bytes positions itself as a unique offering of wafer biscuits filled with chocolate.

BYTES…..

SWOT ANALYSIS

Strengths: Huge brand name Largest global confectionary suppliers

40 plus brands over 100 years

70 plus brands with more than $100 million in revenue

Worlds second largest food company with annual revenue of $ 48 billion.

Weakness:

Cadbury has weak position in the US market

Lack of understanding of the new emerging markets compared to competitors (Nestle, Mars and Hershey’s)

Company is dependent on the new emerging markets compared to competitors Ex: Nestle have more product portfolio.

Opportunities:-

As Cadbury became a part of Kraft’s Foods, its distribution network is increased.

Reduced internal cost – supply chain management- global sourcing and procurement of raw materials.

Launching of new products in to market like Cadbury trident and Cadbury sour patch kids.

The product line of Kraft increased.

Threats:

Increase in the raw material costs like rise in the cost of ingredients and increase in the operating cost.

Competitive pressure from the other brand suppliers (national and global). Aggressive price and promotion activity by competitors.

Changes in consumer perception.

CADBURY’S- MARKETING STRATEGIES

AIM OF CADBURYo Survivalo Profit Maximizationo Growtho Diversificationo Sales Maximizationo Improving Product Image

ii) CADBURY’S OBJECTIVES

It has set out the following objectives for the development of their chocolate.

o Market Growth

o Share

AN INSIGHT OF 5P’s OF MARKETING- CADBURY

o PRODUCT

i) Chocolate & Confectionary

ii) Beverages

iii) Food Drinks

o PRICING

o PLACE

o PROMOTION

o POSITIONING

MARKETING SEGMENTS

Cadbury defined the market segment in no.of ways such as,

o Demographic Variables

o Life Style of Consumers

o Break Segment

o Impulse Segment

o Take Home Segment

Understanding Initial Mode of Entry and Comment on the benefits and risks of choosing such mode of Entry.

• In India, Cadbury began its operations in 1948 by importing chocolates.

• Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world!  • Their core purpose “Make Today Delicious" captures the spirit of what they are trying to achieve as a business.

Interesting about Cadbury

• George Cadbury didn’t want to take mothers away from their children, so he developed a company rule that women had to leave work when they got married. Each married woman was given a bible and a carnation as wedding gifts

• Cadbury was the first company to include pictures instead of printed text on chocolate boxes

• They pour our hearts into creating foods that are wholesome and delicious. 

Existence of Cadbury

• After 60 years of existence, it today has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). The corporate office is in Mumbai. 

Major Achievements of Cadbury

• Worlds No 1 Confectionery company

• World's No 2 Gums company.

• World's No 3 beverage company.

• World's No 3 beverage company.

• Cadbury Dairy Milk & Bournvita have been declared a "Consumer Superbrand" for 2006-7 by Superbrands India.

• Cadbury India has been ranked 5th in the FMCG sector, in a survey on India's most respected companies by sector conducted by Business World magazine in 2007.

Note: The above information was last updated on 21-07-2007

Pest Analysis for Cadbury

POLITICAL:

Advertising restrictions, a major issue for all those in the industry are the restrictions on advertising now force that prevent the promotion. Companies have forced to look at other ways of promotion.

However, school legislation has limited the availability of chocolate for purchase in schools, and restrictions on advert to children means that chocolate can no longer be advertised directly to children on TV.

ECONOMICAL:

The market dominated by global player such as Mars, Nestle and Cadbury with 91.9% in total of three company’s courtliness chocolate sector in 2008. Cadbury, shows wide geographical presence enables the company to cater to diversified market and thus reduce it s business risk.

Raw ingredient costs are rising across the food chain and may mean that the price of chocolate increases as milk, coco bean, oil and sugar prices rise.

People become more sensitive what they eat and protect itself price fluctuation.

SOCIAL:

“Green acquisition” was the answer the changing consumer decision because they becoming more health conscious and company invest on organic products.

Cadbury launched a new website called DearCadbury.com in November 2008, targeting consumers, schools and its own employees. The corporate social responsibility (CSR) site highlights sustainable activities integrated with the group’s mainstream business.

Cadbury has cocoa partnership with United Nations Development Programme, local governments, farmers and communities.

In 2009 March Company achieved Fair Trade certificate.

In addition“Cadbury purple goes green” initiative launched in July 2007 sets a vision for company to tackle climate change.

TECHNOLOGICAL:

Promotional activity and advertising will also focus on shoring up and supporting established products and ranges.

There is likely to be further investment in digital activity, although other areas such as sponsorship will also offer the opportunity to maintain brand profiles.