The Cadbury Story

Executive Communication Presentation24/11/2011

Brand Ambassador (Amitabh Bachan))

Objective of the presentation

• 1. To show the Competition in the market• 2. To study the entire distribution mix of the product line.• 3. To critically comment on the pricing strategy adopted by the company.• 4. To analyze various product attributes of chocolate its management in the

current scenario.• 5. To study the market shares of the company.• 6. To show the growth rate of the company.• 7. To analyze the product life cycle of the product and the brand.• 8. To show the revenue and the profits of the company.

Cadbury Dairy Milk

HISTORY

• Started in 1824

• By John Cadbury

• In Birmingham, England

• Headquarters : UK

Some more History• By 1842, John was selling 11 kinds of cocoa

and 16 kinds of drinking chocolates.• By 1864, George and Richard, sons of John

continued to expand the product line. • Cadbury manufactured its milk chocolate in

1897• Today Cadbury is the largest confectionary

company in the world.

SWOT Analysis

STRENGTHS*Wide product range*Good prices*International business*Advertising*Good availability

Weakness*Health and safety *Only does the chocolate*No dietary options

Opportunity *France being an advanced democratic country, specific risk is negligible.*In terms of economic issues, it has fourth largest GDP in the world.

Threats*Unable to understand foreign customer preference.*Incur unexpected cost.*Threat of entry due to the competition growing through acquisation

The 4P’s (Marketing Mix)

Definition • The 'marketing mix' is a set of controllable,

tactical marketing tools that works together to achieve company's objectives.

4P’s Structural Diagram

Product

Cadbury Dairy Milk (Product)

• The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of Cadbury Dairy Milk. 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 - Cadbury Dairy MilkWowie, chocolate with Disney characters embossed in it, and Cadbury DairyMilk 2 in 1, a delightful combination of milk chocolate and white chocolate.Giving consumers an exciting reason to keep coming back into the fun filledworld of Cadbury.

Price

Cadbury Dairy Milk (Price)

• Dairy Milk Plain – Rs. 5, Rs 20,

• Dairy Milk Almond – Rs 30

• Dairy Milk fruit & Nut – Rs 30

• Dairy Milk Silk – Rs 50

• Dairy Milk Crackle - Rs 30

Place

Cadbury’s market graph(Global)

Promotion

Cadbury Dairy Milk (Promotion)

Competition

Cadbury sales in India (Dairy Milk)

Competition (Product basis)

Nestle Chocolate• History • Type: Public

Founded: 1867 merger of the Anglo-Swiss Milk CompanyHeadquarters: Vevey, SwitzerlandIndustry: Beverage,chocolate,ice-cream,infant food,Products Beverages ,chocolate,ice-cream,infant food,bottled water, healthcare

• nutrition, seasonings, frozen and refrigerated foods,con fection ery and

Nestle Products

• Cadbury’s Dairy Milk • Nestle

• Mars-wrigley• Nestle• Kraft food• Ferrero

Others companies in sector

• Type : private• Industry : confectionary• Founded : 1911 in Tacoma, Washington, USA.• Founder : Frank C.Mars• Products : milky way, bounty, mars, snickers.• Revenue: US$30 billion

Mars-wrigley

• Type : public• Industry : Food Processing.• Founded : Englewood,Chicago, USA• Products : ice cream, cheese, milk.• Revenue: US$ 40.4 billion

Kraft Foods

• Type : private• Industry : Food• Founded : 1946 • Founder : Pietro Ferrero• Products : confectionary.• Revenue : 6.2 billion euros

Ferrero

• The market major of Chocolates offers the following products in the market:-

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

2.Snacks :- cadbury bytes

3.Beverages :- Bournvita, cadbury delight

4. Candy :- cadbury halls

5. Gums :- Bubbaloo

Cadbury

Product Life Cycle

Product Line

• Confectionary: Caramello Koala,Freddo,Bournvita• Cooking products: choc chips, cooking choc,flake garnish• Boxed chocolates: favourite chocolates, milk tray chocolates, roses

chocolates • Chocolates : fruit n nuts, crackle, silk, bournville , temptations,

roast almond.• Gums : Stride, Trident, Chiclets, Dentyne, Bubblicious

Revenue Growth

Revenue & Profits

• Cadbury plc, has revealed profits up 30% to £559 million, with business revenue up 7% compared with 2007.

• Cadbury, whose brands include Cadbury Dairy Milk, Trident gum, Halls throat sweets and Green and Blacks chocolate, reported strong growth across all its categories – with chocolate up 6%, gum up 10%, and sweets up 6%.

• In the UK, Cadbury experienced the successful launch of the Crème Egg Twisted, along with the re-launch of its Wispa chocolate bar, which delivered a record £25m in revenue since September 2008.

• Cadbury employs more than 50,000 people in 60 countries worldwide and generates on average £500m worth of sales every year – 46% of its revenue comes from its chocolate sales, 32% from sales of gum, and 22% from sweets sales.

Growth

Positions in emerging markets

Conclusion

• In order for to reach the peak of achievement, the company would have to stress on the growth of the product.

• Cadbury should also look into other countries like Asia Pacific in order to market its products popular globally.

• Another strategic plan would be a joint venture.• Needless to say that in order for the company to

market its products globally, it is understood that heavy capital and expenditure have to be sacrificed.

Thank you

Developed by

• Andrew Hicken Renu Verma Tulika Thakur Reetesh

Social Responsibility

Social responsibility is an ethical ideology or theory that an entity, be it an organization or individual, has an obligation to act to benefit society at large.

Cadbury Foundation