“MARKETING STRATEGIES OF CADBURY COMPANY”

MASTER OF COMMERCESEMESTER - I

(2014-15)

SubmittedIn Partial Fulfillment of the Requirements

For The Award of the Degree ofMaster of Commerce

By

SANIL HARISHCHANDRA KOTHEKAR

ROLL NO. 20

V.E.S. COLLAGE OF ARTS, SCIENCE AND COMMERCESindhi Society, Chembur, Mumbai – 71

V.E.S. COLLAGE OF ARTS, SCIENCE AND COMMERCE

Sindhi society, Chembur, Mumbai – 71Phone Number. 25292267

CERTIFICATE

This is to certify that Shri/Miss

_______________________________________ of M.Com. –

Semester I (2014-15) has successfully completed the project on

___________________________________________________

Under the guidance of

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Principal Course coordinator

Project Guide/ Internal Examine External Examiner

DECLARATION

I, ___________________________________

The Student of M.Com. – Semester I (2014-15) Hereby

Declare That I Have Completed This Project on _____________________________________________

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The information submitted is true and original to

the best of my knowledge.

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ACKNOWLEDGEMENT

I would firstly like to thank the University for giving me an opportunity to get an interesting and informative project on “MARKETING STRATEGIES OF CADBURY COMPANY”.

I would like to thank all the people who have helped me in competition of project, I would avail this opportunity to express my profound gratitude and ineptness to all those people.

I am extremely grateful to my project Guide Prof. SHOBHA MATHEW who has given an opportunity to work on such an interesting project. He proved to be constant source of inspiration to me and provided constructive comment on how to make this report better. Credit also goes to my friend whose constant encouragement kept in good stead. Lastly without fail I would thank all my faculties for providing all explicit and implicit support to me during the course of my project.

MARKETING STRATEGIES OF

CADBURY COMPANY

Contents of Cadbury:

1. EXECUTIVE SUMMARY2. INTRODUCTION3. INTERSTING FACTS OF CADBURY4. HISTORY OF CADBURY5. PRODUCTS OF CADBURY WHEN THEY LAUNCHED6. IN MARKET7. EXPANSION AND GROWTH OF CADBURY8. CHALLENGES OF CADBURY9. CADBURY ASIA10.CADBURY ADVERTISING TIMELINE THEIR PRODUCTS11.PRODUCTS OF CADBURY12.MEANING OF MARKETING STRATEGY13.MARKETING STRATEGY OF CADBURY14.SWOT ANALYSIS15.ADVERTISING THEIR PRODUCTS IN DIFFERENT WAYS16.SEGMENTATION,TARGETING,POSITIONING17.COMPETITORS OF CADBURY18.CONCLUSION

Executive Summary:-Cadbury Schweppes is the world’s largest confectionery company. Theymanufacture, market and distribute branded chocolates, confectionery and beverages that bring smiles to millions of consumers across 180 countries. With origins stretching back over 200 years, today their products - which include brands such as Cadbury, Schweppes, Halls,Trident, Dr Pepper, Snapple, Trebor, Dentyne, Bubblicious and Bassett - are enjoyed in every country and around the world. Cadbury Schweppes employs over 70,000 people worldwide.The heritage started back in 1783 when Jacob Schweppes perfected his process formanufacturing carbonated mineral water in Geneva, Switzerland. And in 1824 John Cadbury opened a shop in Birmingham selling cocoa and chocolate. Cadbury has been synonymous with chocolate since 1824; the most famous being Cadbury Dairy Milk; first launched in 1905, and still a market leader today. These two great household names merged in 1969 to form Cadbury Schweppes plc. Cadbury is the leader in the UK chocolate market, and is the confectionery division of Cadbury Schweppes plc. Cadbury's Asia-Pacific sales are smaller compared to Europe and US. Asia Pacific sales accounted for only 18 per cent of the group's revenue of $7427 million dollars in 2006. The mature Japan and Australia markets have generated most of the firm's sales in the region but younger, fast-growing markets are becoming more important for the group. Cadbury currently makes around one third of its total Asia Pacific sales from 'emerging markets', of countries like China, India, Malaysia, Singapore etc.Cadbury launched Boost Guarana in 2001 in U.K, a new chocolate bar, which withproven energy stimulation properties. Containing Guarana, a South American plant extract known to native Indians for centuries, the product was launched to meet the consumer need of stimulating the mind and complement a busy lifestyle. Cadbury is planning to launch BOOST GUARANA in the vibrant Singapore chocolate market.

INTRODUCTION

Cadbury is a company with a long history in Australia and a passionate commitment to making everyone feel happy. Check out what we are doing around the world and search for where to buy our products. Find out what our most common queries are, and ask some of your own if you like.

Cadbury India can be termed as one of the best performing FMCG companies today. Unlike its peer group, which is more of complete food companies, Cadbury is a very niche player with a dominant position in Indian Chocolate Confectionery market. This makes it different & more successful in comparison with the peer companies. Now is the period of slowdown in the economy, where FMCG companies are the first ones to be hit upon. Reduction in the real income of the consumer has made its direct impact on the top –line growth of the company. Still, Cadbury has been able to drive its bottom- line growth. The reason for the success is the Corporate Governance practiced in the organization. We update its growth, progress, and current valuation in this report.

The Cadbury’s Inc has taken the opportunity to offer us a broader view of chocolate category. The Cadbury India’s no.1 Chocolate is able to share with their market insights based upon unparalleled breath of chocolate experience.

Cadbury has grown from strength to strength with new technologies being introducedto make the Cadbury confectionary business, one of the most efficient in the world. The merge in 1969 with Schweppes and the subsequent development of the business have led to Cadbury Schweppes taking the led in both, the confectionary and soft drink market Intec UK and becoming a major force in the international market.

Cadbury Schweppes today manufactures product in 60 countries and a trade instaggering 120. The Cadbury story is a fascinating story of a family business that grew in one of the biggest, most loved chocolate brand in the world. A story that you will remember as the story of “The taste of life”.

INTERSTING FACTS OF CADBURY

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

2) . 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.

3) In 1886 Cadbury became one of the first firms to have dining rooms with kitchens and food for sale.

4) A miniature metal animal (elephant, penguin, owl, fox, duck, squirrel, rabbit or turtle) was given away with specially designed cocoa tins in 1934. In the same year, Cadbury's tokens, which came with packs of cocoa, could be redeemed for lamps, kettles and saucepans.

5) So many children joined Cadbury’s Coco cub Club that it had 300,000 members in 1936.

6) Cadbury’s World Visitor Center opened in 1990, welcoming 400,000 visitors in its first year.

7) Cadbury launched a Get Active program in 2003, helping 10,000 teachers get in shape.

History of Cadbury

John Cadbury was one of ten children of Richard Tapper Cadbury, a prominent Quaker who had moved to Birmingham, England from the West Country in 1794.In 1824, 22-year-old John Cadbury opened his first shop at 93 Bull Street, next to his father's drapery and silk business in the then fashionable part of Birmingham.Apart from selling tea and coffee, John Cadbury sold hops, mustard and a new sideline - cocoa and drinking chocolate, which he prepared using a mortar and pestle.Cocoa and drinking chocolate had been introduced into England in the 1650s but remained a luxury enjoyed by the elite of English society. Customers at John Cadbury's shop were amongst the most prosperous Birmingham families, the only

JOHN CADBURY

ones who could afford the delicacy. Cocoa beans were imported from South and Central America and the West Indies.Experimenting with his mortar and pestle, John Cadbury produced a range of cocoa and chocolate drinks, the latter with added sugar. The products were sold in blocks: customers scraped a little off into a cup or saucepan and added hot milk or water.John Cadbury had a considerable flair for advertising and promotion. "John Cadbury is desirous of introducing to particular notice 'Cocoa Nibs', prepared by himself, an article affording a most nutritious beverage for breakfast," announced his first advertisement in the Birmingham Gazette in March 1824.He soon established himself as one of the leading cocoa and drinking chocolate traders in Birmingham. The popularity and growing sales of John Cadbury's cocoa and drinking chocolate of 'superior quality' determined the future direction of the business.In 1831, John Cadbury rented a small factory in Crooked Lane not far from his shop. He became a manufacturer of drinking chocolate and cocoa, laying the foundation for the Cadbury chocolate business.These early cocoa and drinking chocolates were balanced with potato starch and sago flour to counter the high cocoa butter content, while other ingredients were added to give healthy properties.By 1842, John Cadbury was selling sixteen lines of drinking chocolate and cocoa in cake and powder forms.Cadbury Brothers of Birmingham

John CadburyAs the enterprise prospered, in 1847 John Cadbury rented a larger factory in Bridge Street, off Broad Street, in the centre of Birmingham and went into partnership with his brother Benjamin - trading as Cadbury Brothers of Birmingham. The retail side of the business in Bull Street was passed to a nephew, Richard Cadbury Barrow in 1849. Barrow Stores, as it became, traded in Central Birmingham until the 1960s.A major turning point for the cocoa and chocolate industry came in the mid-1850s, when taxes on imported cocoa beans were reduced by Prime Minister William Gladstone. The previously prohibitive chocolate products were now within the reach of the wider population.Cadbury Brothers received their first Royal Warrant on February 4, 1854 as 'manufacturers of cocoa and chocolate to Queen Victoria.' The company continues to hold royal warrants of appointment.During the 1850s business began to decline. The partnership between the first Cadbury brothers was dissolved in 1860, a difficult time in the company's history.

John Cadbury's sons Richard and George, who had joined the company in the 1850s, became the second Cadbury brothers to run the business when their father retired due to failing health in 1861. John Cadbury devoted the rest of his life to civic and social work in Birmingham until his death in 1889. Although they had worked in their father's business for some years, the prospects for Richard. 25, and George, 21, were daunting. Their first five years were a period of unremitting toil with few customers, long hours and very frugal living. Both seriously considered taking up other vocations - Richard as a surveyor in England and George as a tea planter in India.George was focused on manufacturing, and Richard with sales, but in the early days both brothers went out and promoted their goods. Due to their dedication, sheer hard work and improvements in the quality of Cadbury cocoa products, the business survived and prospered.

EXPANSION AND GROWTH OF CADBURY

1824 – A business was opened in 1824 by a young Quaker, John Cadbury, in Bull street Birmingham was to be the foundation of Cadbury Limited, now one of the world’s largest producer of chocolate.

1831 – By this year the business had changed from a grocery shop and John Cadbury had become a manufacturer of drinking chocolate and cocoa. This was the start of Cadbury manufacturing business as it is known today. A larger factory in Bridge Street Birmingham was rented in 1847, John Cadbury was joined by his brother Birmingham and the business became Cadbury Brother of Birmingham.

1861 – John Cadbury resigned his business and handed over to his sons, Richard, 25 and George, 21 who after 5 difficult years almost shut down the business to take up other vocation. Fortunately for generation of chocolate lovers, they didn’t.

1866 – Saw a turning point for the company with the introduction of a process for pressing the cocoa butter from the coca beans. This not only enabled Cadbury Brothers to produce pure coca essence, but the plentiful supply of coca butter remaining was also used to make new kind of eating chocolate. The essence was advertised as ‘Absolutely pure, therefore best’.

1879 – Business prospered from this time and Cadbury Brother outgrew the Bridge Street factory, moving in 1879 to a ‘Greenfield’ site some miles from the center of

Birmingham which came to call Bourneville. The opening of the Cadbury factory in a garden also heralded a new era in industrial relations and employee welfare with joint consultation being just one of the introduced by the pioneering Cadbury Brothers.

1899 – In this year the business private limited company – Cadbury Brothers Limitedprogress since the start of the century. Chocolate has moved being a “luxury” item to well within the financial reach of everyone.

1905 – Cadbury has many famous brands with one of major success story being Cadbury’s Dairy Milk chocolate launched in 1905, today Britain’s favorite module chocolate bar.

Cadbury today is the market leader in the U.K chocolate confectionary market, employing the most advanced processing technology and management information and control techniques. The company is the confectionary division of Cadbury Schweppes plc which is major force in the confectionary and soft drinks international market. World – wide Cadbury is one of the pre – eminent names in confectionary with impressive range of famous brands. Quality has been the focus of the Cadbury business from the very beginning as generations have worked to produce chocolate with that very special taste, smoothness and snap, so characteristics of Cadbury’s chocolate.

OVER ALL TURN OVER

The confectionary industry in India is in its growth stage. This marketing Researchdata from the industry shows that the industry has been making impressive growth in the Indian economy. The confectionary industry is divided into the flowing specific industrial sectors: Chocolate, Hard-boiled candies, Éclairs and toffees, Chewing gums, Lollipops, Bubble gums, and Mints and lozenges (Laura, 2008).

The total confectionary market is valued at about 41 billion Indian Rupees. It has atotal turnover of about 223500 tones of confectionary produced every year. This is a huge overall turnover which is equal to that of established markets. Most the confectionary are consumed in the urban areas. The urban market constitutes about 73 percent of the total market. This is a skewed market share compared to the rural market which accounts for about 27% of the total market.

This market data shows that the rural market has not been well tapped into. Withmore than 50 percent of the Indians living in the rural areas, it means that there is a high potential in the rural market (Cadbury, 2008).On the product share of the market, hard boiled candy accounts for about 18% of the market, Éclairs and Toffees has about 18% of the market share, while gums and mints and lozenges are at par accounting for 13 percent of the market share each.

However chocolate has recorded the highest market growth rate recording about 23

percent growth rate. This is a higher growth rate compared to other markets in the world. However the overall sugar confectionary segment in the Indian market has been declining with a total decline of about 19 percent recorded in 2007 (Laura, 2008). Cadbury with a number of products including Daily Milk, Perk, Gems, 5 Star, Celebration, Bytes, Dairy Milk Éclairs, Éclairs Crunch, Mr. Pops and Halls is the leading player in the chocolate segment, Éclairs segment, Lollipops, and the Mints Segment (Cadbury, 2008).

Cadbury is also the leading player in the milk beverage segment which is valued at16.1 billion Rupees. This segment has an annual turnover of about 63,000 tones and has been growing at a rate of 10.1 percent. Here Cadbury is the main player with Cadbury Bournvitta and Cadbury Bournvitta 5 Star Magic (Cadbury, 2008).

CHALLENGES OF CADBURY

Cadbury is capitalizing on the success of its global "Eyebrows" campaign with aCanadian print and OOH campaign called "Eyebrow Language."

Targeting the younger end of the adult demographic, the campaign's creative is based on the "Eyebrows" TV spot, in which two kids with crazy eyebrows pose for a photo. The "Eyebrow Language" creative, made exclusively for the Canadian market, features ‘brows in different shapes that readers can translate into letters and words. Depending on the medium, the message either offers the reader a chance to win a prize or, in the print ads, to participate in a stunt executed at a specific time and location. On Monday, the decoded newspaper ad invited readers, hundreds of whom showed up, to a sidewalk at College Park in Toronto, where they were to twirl, clap and yell "chocolate" to win a prize.

The media buy, handled by Cossette with creative by The Hive, are focused onToronto and Vancouver, and include daily commuter newspapers, a billboard at Yonge-Dundas Square in Toronto, transit ads in both cities and an online banner buy. Launched last week, the commuter-paper ads are running three days a week for four weeks, changing each time, as are the OOH ads.

"We really wanted to make sure this had high impact with the consumer," Nina

Purewal, brand manager, Cadbury Dairy Milk, tells MiC. "This is a very engaging promotion and, as you can see as you go through the elements, once [people] have committed to the promotion and decoding the messages, they're really committed. It's really all about high engagement."

The campaign has also taken over the Dairy Milk website, which opens to a secret eyebrow message and Eyebrow Language decoder overlay. The site also includes extra phrases to decode and a ringtone of the song from the ad to download. Visitors can also watch the original "Eyebrows" ad that first aired in Canada Sept.

CADBURY ASIA

Its contents of two countries they are INDIA & PAKISATAN

CADBURY INDIA

In India, Cadbury began its operations in 1948 by importing chocolates. After 60years 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, Kolkata and Chennai).

The corporate office is in Mumbai Currently Cadbury India operates in fourcategories viz. Chocolate Confectionery, Milk Food Drinks, Candy and Gum category. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, Éclairs and Celebrations.

Cadbury enjoys a value market share of over 70% - the highest Cadbury brand sharein the world! Our flagship brand Cadbury Dairy Milk is considered the "gold standard" forchocolates in India.

Cadbury’s Dairy Milk started in Bourneville in the UK in 1905, but the journey withtrue chocoholics started in India 43 years later. Cadbury’s has been the number one market leader in chocolate sales for years. Cadbury’s has claimed that it has been the source of every Indian’s moment of happiness, joy and celebration – whether this is true, it’s doubtful. To this day, ‘Cadbury Dairy Milk’ alone has a 30% value share in the Indian chocolate market.

In the early 90’s, indulgent chocolates were only seen as a child’s heavenly dream -only rewarded for good behaviour, or perhaps even for a bribe. However, in the mid 90’s a new campaign was released, (‘The Real Taste of Life’) re-defining the outlook from “just for kids” to the “kids in all of us”. This new campaign brought out the forgotten child in every adult, flushing back memories of the very first moment they tasted chocolate. Cadbury Dairy Milk soon became the ideal expression of “’spontaneity’” and “’shared good feels’”.

The company was founded by Jacob Schweppes in 1783. Cadbury Schweppes isheadquartered in London. Cadbury Schweppes is the No.1 confectionery and third largest soft drinks company in the world. We manufacture, market and distribute branded chocolates, confectionery and beverages that bring smiles to millions of consumers across 180 countries Cadbury India began its operations as a trading concern in 1947.

The first taste of chocolate was defined by Cadbury in the Indian sub continent. It hasbeen more than 50 years of calling chocolates “Cadbury” in India. The company todayemploys nearly 2000 people across India. We work together to create brands people love. We believe wholeheartedly that the way to create brands people love is through our people. If you desire to work with the world’s number 1 confectionery company we’ve got great opportunities in store for you. 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.

Product and Services:

Cadbury Schweppes Public Limited Company operates as a beverage and

confectionary company worldwide. The company’s beverage products include carbonated water, apple juice, quinine-based carbonated drink, carbonated soft drink, non-carbonated soft drink, and tomato-based drink under Dr.Pepper, Schweppes, 7 Up, Snapple, Mott's, Hawaiian Punch, Clamato, and Schweppes Tonic Water brand names. Its confectionary products comprise cocoa powder, sugar confectionery, cough drop, chewing gum, milk chocolate bar, sugar-coated gum, and breath freshener, which are marketed under Cadbury, Bassett’s, Maynards, Halls, , Dentyne, Cadbury Dairy Milk, Chiclets, Clorets, Stimorol, Trident, Bubblicious, and Sour Patch Kids brand names. Cadbury Schweppes sells its products through direct sales force, third party bottlers, independent distributors, and other independent companies.

CADBURY PAKISTAN

Confectionery and Chocolate industry of Pakistan in 2009 is an analysis of branded(domestically produced) confectionery and chocolate market of Pakistan. The article reveals close estimates of sales turn over of major active players in the industry. It also examines contemporary trends in the local confectionery and chocolate market, with an emphasis on providing some useful information about the structure, norms, challenges and competitive

landscape of the industry. Before proceeding to our core topic, it would not be unwise to have a look at the snapshot of country’s socio-economic indicators.

Despite Pakistan’s confectionery and chocolate industry has enjoyed an emerging andgrowing trend in the recent past yet its size and growth pattern has been far inconsequential compared to other countries of Asia-pacific region. The industry has grown with an average annual rate of 6.5 to 7.5 % during 2002-2008. Domestic brands dominate the market accounting for more than 85% of total value sales of the industry.

The industry as a whole can be divided between two broader sectors namelyorganized sector (branded segment) and un-organized sectors (generic segment). Thebranded segment is more of monopolistic in nature where there are nine prominent, active players in the competitive landscape of this sector.

The branded confectionery and chocolate market is highly price elastic and growingwith the bulk of sales concentrated in mid-price range products. Urban markets account for the major share and also for a higher penetration rate.

The industry has faced “coin-barrier” issue in sugar confectionery products at leastthree times during last three decades when all key players unanimously agreed to increase their products’ price due to escalating prices of raw materials (first from 25 paisa to 50 paisain mid 80’s, than 50 paisa to Rs. 1 – in mid 90’s and lastly from Rs.1 to Rs.2-in late 2008) whereby the active players of the industry were compelled to raise their prices not less than any thing but 100% because next jump to coin / price denomination was such that they had no way out. It would be interesting for the readers to learn that such moves however have always been proved to be a “bitter pill” for the industry as it brought immense resistance from consumers and trade. In some of the cases decline in sales as a reaction of price increase was so huge that it forced to leading brands to take their decision back yet they were not able to retrieve their original volumes again. Mitchell’s Milk Toffees and Kidco 4ever are classic examples. To avoid and defer this situation (up to last extend) pro-active companies in Pakistani confectionery industry adopt three kinds of strategies, without reducing or withslightly reducing trade margins. Namely reduce the no. of units per pack, unit size, andpackaging ( in an endeavour to reduce cost) Compromising in product quality by reducing qty and/or quality of expensive raw material by using close substitute that is available relatively at cheaper price as a replacement of expensive raw materials.

Distribution and Selling strategy:

About (70-80) % sugar confectionery and chocolate sales generate through wholesale channel depending upon the nature of product and strategies of manufacturing companies. Almost all but precisely Hilal and B.P rely much on wholesale channel to generate bulk chunk of their total sales. To support their sales through this channel they advertise heavily on electronic media to create brand pull for their brands and subsequently it force retailers to buy these brands from whole sale. The underlying reason behind limited coverage in retail sector by these two companies is they do not have premium priced items that could yield sufficient revenues to make retail distribution viable for their distribution partners so they do a limited coverage in retail sector. Since these companies themselves do not emphasize on retail penetration so their distributors also take an escape route and adopt the way of easy selling through WS. However there are companies like Cadbury, Candyland, Mitchell’s and Mayfair that are fully aware of the importance of retail penetration .Hence these companies pay due importance and attention to retail coverage and subsequently allocate resources for retail sector. As stated earlier the emphasis of Hilal and B.P has always been on building consumer pull through mass media advertising (mostly through television) and pushing their brands through wide-spread network of distributors and wholesalers throughout the nation.

This combination of “Push & Pull “ has proved to be a successful tool in their cases because the nature of their brands also support this strategy as they produce products of mass market with as low price as Rs.1 , 2 and beyond. Because of this pricing strategy their products are equally popular in rural and urban towns among middle and lower middle class. B.P and Hilal having this advantage enjoy the benefits of a wide-spread distribution network in 300+ towns and over 350 distributors nation wide (as they have more than one distributors in some towns). They always try to adopt cost leadership strategy and generate revenues through high volumes of sales. Frequent launches, re-launches, re-introduction of old brands with slight modifications, withdrawals, adjustments in packaging, product designing and even recipe change are a common phenomenon in the brands of these two major companies. Contrary to this Cadbury’s , Candyland and Mitchell’s believe on establishing brands and brand equity and therefore protraction of quality up to last possible extend remains their toppriority.

Until mid 80’s chocolates was supposed to be the product of upper and upper middleclass segment. In 1983 Mitchell’s Jubilee was launched first time in Pakistani market at Rs.3.50 per bar. Due to its attractive packaging, quality, affordable price and an intact media support the brand received un-matched reception and became a success story in Pakistani industry. The brand is still very popular among masses and available in three different price points at Rs.2, Rs.5 and Rs.10. In early 2000 Cadbury’s introduced quality products with affordable price. The launch of Dairy Milk (Rs.5/-), 5 Star (Rs.5/-), Velvet (Rs.5/-) and Perk (Rs.3) with attractive dispensing-chillers was the turning and revolutionary point for making chocolates the choice for every one. The role of Cadbury’s for expansion of chocolate market in Pakistan will always be written in golden words.

TODAYS PRODUCTS OF CADBURY

1) Cadbury Celebration Cake with Buttons:-Make your celebrations really special with a delicious chocolates treat. From theindulgent Flake Celebration Cake to the Cadbury Buttons Party Cake. Cadbury's ranges of Party Cakes are perfect for any special occasion.

2) Cadbury Hot Choc Chunks:-Cadbury Dairy Milk unveils a yummy invention which heralds a new dawn for hotchocolate lovers: Hot Choc Chunks!. The chunks of real chocolate melt into milk to make a smooth delicious creamy treat! Cadbury Hot Choc Chunks is now Fair-trade certified.

3) Cadbury Clusters:-Cadbury Clusters are tasty treats of crunchy flakes and juicy raisins tumbled inscrumptious Cadbury milk chocolate. They're wonderfully odd look odd, taste wonderful! Whether you fancy a daytime nibble to cheer you up, a little bit of evening indulgence or a bag to share with friends –Cadbury Clusters are ideal! Launched in 2009, they're now available across the UK.

4) Cadbury Picnic:-Crispy wafer and chewy caramel covered in peanuts, raisins and Cadbury milkchocolate. Picnic's been going since 1958 and you'll still find its nobly goodness in a shop near you. Probably one of the most memorable campaigns for the brand was one which featured a camel called Calvin which was singing a song about the 'chew' of the bar. In Australia it's marketed as being 'deliciously ugly'! How rude!

5) Dairy milk:-The story of Cadbury Dairy Milk started way back in 1905 at Bourneville, U.K., but the journey with chocolate lovers in India began in 1948.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' aftermeals. Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of milk chocolate and white chocolate. Giving

consumers an exciting reason to keep coming back into the fun filled world of Cadbury.

6) Gems:-Launched in 1968, Cadbury Gems has captured the fancy of children for more than4 decades now. Supported by a number of popular TVCs since the Eighties, Gems is uniquely positioned because of its chocolate taste, colorful buttons and multiplicity. The taste and fun associated with eating Cadbury Gems and the joy of sharing it with friends has also made the brand a source of nostalgia for older consumers. Simply put, eating Gems brings happiness, fun and mischief to a kid's world. Which is why, Cadbury Gems has always had 31 Fun and Masti as the proposition in all its communication. Gems, available in a Pouch and aCarton, are also available in a Re. 1 pouch. A gem has continuously been relevant and exciting for consumers with salient messaging, contemporary packaging graphics, pack innovations and consumer promotions. In December 2000, the Gems Tube Pack with a flip-top was launched, which became an instant hit with kids. In succeeding years, the Tube Pack has continued to excite kids withdifferent ball games on its flip-top.

7) BOURNIVITA:-Cadbury was incorporated in India on July 19th, 1948 as a private limited companyunder the name of Cadbury-Fry (India). Cadbury Bournvita was launched during the same year. It is among the oldest brands in0 the Malt Based Food / Malt Food category with a rich heritage and has always been known to provide the best nutrition to aid growth and all round development. Throughout its 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 50years.

8) CADBURY ECLAIRS:-Éclairs was first discovered by a local confectionery firm in London,England in the 1960s. The firm then became part of Cadbury in 1971making Cadbury Éclairs the second largest brand in the company. The experience of eating a Cadbury Dairy Milk Éclair is truly unique because of its creamy caramel exterior and rich Cadbury Dairy Milk chocolate at the center. In 2006 Cadbury Dairy Milk Éclairs launched crunchy Éclairs with a hard caramel outside and delicious Cadbury Dairy Milk chocolate inside called Cadbury Dairy Milk ÉclairsCrunch.

CADBURY TOMMORROW

The Cadbury new product department may not be staffed by mysterious elves orpeople who wave magic wands but it’s every bit as magical. We employ the very best new product people in the business and they spend all their working hours inventing, experimenting and playing with chocolate, and coming up with all sorts of weird and wonderful ideas. A great many of these ideas will never go further than someone’s desk; but the most delicious will end up on the shelves of your local shop. Our new product teams come from many different backgrounds. Some of them are master chocolates, some come from a professional catering background, and others are scientists. But they’ve all got something in common; a love and understanding of chocolate that borders on obsession.

MARKETING STRATEGIES

Meaning:-

The marketing strategy is the means of achieving the corporate objectives.It gives messages to the stakeholders, or publics. It says:"This is where we are going", and "When we will get there", and"This is our stance".

Types of Marketing Strategy:-

• One of the most fundamental issues which a company must decide on is the type of marketing strategy, or approach, that they will adopt.• There are three basic marketing strategies which any company can follow:

• Undifferentiated marketing• Differentiated marketing• Concentrated marketing.•

Undifferentiated Marketing:

• Here there is a standard, unchanged product and a standard, unchanged marketingeffort.

• This strategy can reduce costs (e.g. marketing, production) but will encounter wastage in promotional activity and possibly in distribution.

Differentiated Marketing:

• Here the company segments its markets and offers modified products to different segments.

• The marketing mix elements will also be modified to suit the requirements of the chosen segments.

Concentrated Marketing:

• Here the total marketing effort is aimed at one market segment.• This strategy is really aimed at the exploitation of a limited market area and

tends to be used by those companies who have highly specialised products. It is "niche marketing" by another name.

It is common for organisations with a diverse product range to use a combination of all three strategies for different parts of their product mix

Marketing Strategies of Cadburys

In order to increase sales Cadburys needs to undertake range of marketing activities before deciding upon the best way to encourage the purchase of its product. When identifying the basic principals which Cadburys must apply to its marketing will be its basic objectives because all business must have objectives it allows them to increase sales and make profit.

Corporate aims are the long term intentions of a business, whereas corporateobjectives are the specific targets required to achieve the aims.

The common aim and objectives of the corporation such as Cadbury includes the following:

1. Survival2. Profit maximization- which is often taken to be the reason why firms Exists

and to be the primary objectives in practices most firms have hierarchy of objectives when a firms survival is threaten it may Profit maximized in order to restore its financial health.

3. Growth- which includes Cadbury selling new products or expanding Overseas.

4. Diversification- which is the spreading of business risks by reducing dependence on one product.

5. Sales maximization- which is the increasing of sales6. Improving the product image-which includes creating a new logo or

launching a new brandof product and creating more attractive packaging.

For example, Cadbury set out two objectives for the development of their chocolate, Fuse. These were:

1. To grow the market for chocolate confectionery2. To increase Cadbury's share of the snacking sector

When launching a product the company Cadbury’s had to make sure that any new product in the snaking sector must establish point’s of difference, creating a unique selling proposition (USP) i.e. a product with unique appeal which is not shared by any of its competitors. Referring back to the example of Fuse, Cadbury lost a lot of money testing out the combination of various ingredients and more than 250were combined before the recipe of the chocolate was finalized. As the

products are developed, Cadbury tests them to ensure that consumers are willing to buy them.

Cadbury then promotes its products in various ways such as the use of above the line promotion, which is where a product is advertised through consumer media such as television, magazines, newspapers and radio.

Future Strategy

In the branded impulse market, the share of chocolate in 6.6% and Cadbury’s share in the impulse segment is 4.8% factor like changing attitude, higher disposable income, a large youth population, and low penetration of chocolate (22% of urban population) point towards a big opportunity of increasing the share of chocolate in the branded impulse among the costly alternative in the branded impulse market.

It appears that company is likely to play the value game to expand the market encouraged by the recent success of its low priced ‘value for many packs’.Various measures are undertaken in all areas of operation to create value for the future. New channel of marketing such as gifting and child connectivity and low end value for money product for expanding the consumer base have been identified. In terms of manufacturing management focus is on optimizing manufacturing efficiencies and creating a world class manufacturing location for CDM (Cadbury Dairy Milk) and Éclairs. The company is today the second best manufacturing location of Cadbury’s Schweppes in the world.

Efficient sourcing of key raw material i.e. coca through forward purchase of imports, higher local consumption by entering long term contract with farmer and undertaking efforts in expanding local coca area development. The initiatives in the terms of development a long term domestic coca a sourcing base would field maximum gains when commodity prices start moving up.

• Use of it to improve logistic and distribution competitiveness.

• Utilizing mass media to create and maintain brands.

• Expand the consumer base. The company has added 8 million new consumer in the current year and how has consumer base of 60 million although the growth in

absolute numbers is lower than targeted, the company has been able to increase the width of its consumer base through launch of low priced products.

• Improving distribution quality by addressing issues of product stability by installation of visit coolers at several outlets. This would be really effective in maintaining consumption in summer, when sales usually dip due to the fact that the heat effects product quality and thereby consumption.

• The above are some steps being taken internally to improve future operation andprofitability. At the same time the management is also aware of external changes taking place in the competitive environment and is taking steps to remain competitive in the future environment of free imports, lower barrier to trade and the advent of all global players in to the country. The management is not unduly concerned about the huge deluge of imported chocolate brands in the market place.

It is of the view that size of this imported premium market is small to threaten its own volumes or sales in fact, the company looks at the tree important as an opportunity, where it could optimally use the global Cadbury Schweppes portfolio. The company would be able to not only provide greater variety, but it would also be more cost effective to test market new product as well as improve speed of response to change in consumer preference through imports. The only concerns that the company has in this regard is the current high level of duties, which limit the opportunity to launch value for money products.

SWOTS ANALAYSIS OF CADBURY

1) Strengths:-

• The company has an already large established business in the Indian market. Since1824, the company has established itself as a world leader in the confectionary market. It has operated in India since 1948. In India it has about 70% of the confectionary market. In line with its vision, the company has been striving to Bethe world leader in the confectionary industry. Through innovation and strategic marketing, the company has acquired about 10% of the world confectionary market (Laura, 2008).

• The company has good market reputation. With strong brands in the market, the company is well positioned in the market. In the Indian market Cadburys has strived to build a good market reputation. This has worked positively for its products. It is on this good reputation that the market can

embark on introducing the new brand in the market. Cadbury India was ranked the 5th most respected Indian company by Business world magazine in 2007 (Laura, 2008).• The target market is also quite large. With the female population marketing more than 56 percent of the Indian population, there is a wide target market for the product. The Indian chocolate market has been recording growth in the recent past and there are future prospects of growth. Therefore the target market is slowly expanding (Cadbury, 2008).

2) Weakness:-

• The target population is quiet large and there are fears the demand for the product may outdo the capacity of the company to satisfy the demands of the market. It is still not clearly established the rate of growth of the product in the market but there are expectation that the product will record a high growth rate. This means that the company will need to increase its production capacity in order to match the rate of growth of the market (Laura, 2008).

• The company has not been able to establish a distribution network in the country thatmatches the demands of the market. In this case the company has not established adistribution network to the interior due to infrastructural development issues (Cadbury,2008).

• Banking on the success of the other brands in the market may have negative effects on the introduction of the new brand in the market since the products will be targeting different markets (Cadbury, 2008).

3) Opportunities:-

• There company is introducing the brand in a less competitive market. This is uniqueopportunity for the company. A more competitive market becomes difficult to introduce anew brand because there are already other companies’ which are likely to bring incompetition (Cadbury, 2008).

• The company can introduce the product in the market in unique way. With the growing

importance of beauty shows, the company can host beauty competition in order to help the target market identify with the product. This will introduce the product in the market in unique way. The company can also host other events like sports or engage in corporate social responsibility activities like girl child education to help the target market identify with the product more (Laura, 2008).

• The company can use a wide range of marketing strategies which will lead to the overall growth of the product in the market. The Indian advertising market has been growing at a rapid rate which means there will be an array of opportunities for the growth of the market. There are many advertising strategies for the company in the Indian market (Cadbury, 2008).

4) Threats:

• There is threat of entry of other products in the market. In this case there are threats of entry of new products in the market which will increase the level of competition in the market. There are other companies which are likely to introduce the same products in the market once there is success of the initial product (Cadbury, 2008).

• There is a threat of change of the current external environment which is likely to alter the nature of the market. For example change in the taxing regime, Government laws regulating the industry, and other factors which are likely to impact negatively on the industry (Cadbury, 2008).

ADVERTISING THERIR PRODUCTS IN DIFFERENT WAYS

The sales of product in the market depend upon advertising which is one of thefactors that boosts the sales of the product in the market. Advertising can be in the form of print advertising, banner advertising, advertising on Television, radio advertising and of course advertisement on Internet. Over the last several years internet has emerged as a strong and successful platform for advertising a product by using different ways and methods to attract the attention of the customers. There are various ways to capture the thought process, which runs in the minds of the customers, and it is done on a regular basis through the medium of advertising. The purpose of running an advertising campaign is to generate the interest of new customers into the product, and to sustain the interest of regular customers inthe product, so that there mind remains focused on the brand name and image of the product.

Thus the advertisement of the same product can be seen simultaneously at manydifferent places. Cadbury's advertisement can be seen during the late evening hours when different soap opera are broadcasted. Then on switching on the laptop to check the emails received during the day, the advertisement of Cadbury can be seen again, but of course, this time the form of advertisement i.e. size of advertisement is small, it looks like a teaser and the medium is different, here internet playing an important role. At weekend while going through the shopping mall the same advertisement of Cadbury can be seen highlighted in big posters and banners, giving more prominence to brand name, the product name and in orderto attract the customer's attention, theme of the advertisement also been a part of the poster, which also gets highlighted.

Different brand names, different products and different ways of promoting theproduct.

For Example:-When Sun feast biscuits were initially launched, there was an aggressiveadvertisement campaign that was been done for the Sun feast biscuits by putting stalls at different places, where maximum number of customers come regularly, like for instance there was a stall of Sun feast biscuit at an exhibition which was been held on a ground, where there were number of different stalls and at the end when the customers are about to leave the exhibition there are different food stalls and refreshment stalls.

Amongst the various different stalls in the exhibition, one stall was that of Sun feast biscuits and there were sizable number of customers, who were keen and eager to know more about Sun feast biscuits and some were even purchasing the biscuits. A few days later the same stall was seen at a shopping mall and now the number of customers were more than before. The reason being advertisements of Sun feast biscuits been shown on TV. Later on Shah Rukh was roped in for the advertisement of Sun feast biscuits and now Sun feast is a known to a large number of customers. Thus initially for any brand name it is important to gauge and know the customer's reaction, their opinion and views, and then slowly introducing the product in the market for the customers on a regular basis.

So advertising here also plays a major role, banners and dangles must be attractive at the time of initial launch of the product.

While advertising on the internet there are many customers, who visit the Cybercafe and obviously they also comes across the advertisements. So there are

different ways to grab the attention of these customers. Many times prominent websites like MSN, Yahoo and other big names related to websites are roped in and then there is a different format which is used to make sure that the customers make a note of the advertisement and pay attention to the product details. Like for instance there is a Contest which is been conducted wherein the customer will have to fill in the small form which requires his Full Name, mobile number,Address and email ID. Once these details are filled in the customer has to make sure that he has given the correct answer to the question and then submit the form. This is where Cybercafe customers are concerned. Many a times during movies and during cricket matches there are online contests, which are conducted where the customer has to select the right answer by clicking on one of the four different options provided to him i.e. A, B,C and D and then SMS the right answer on the given mobile number. There are mobile compaines who have conducted these kind of contests, recently MicroMax has done this contest during cricket matches.

Thus customers are always there, each individual customer has his own purchasingcapacity, but when it comes to decision making by the customer with respect to brand names many times advertising plays an important factor in the process of purchasing the product. This happens at the time when the customer makes a final decision.

Many brand names re-launch their products in the market depending upon theprevious reaction received and upon the fact that what were the additional features that were required in the product because of which sales dropped.

It is important that the customer knows about different brand names irrespective ofthe fact, which product, he buys at the end of the day. This is where advertising and promoting a product in the market plays a dominant role.

Media Advertising- Use of available media channels, meaning cinema, TV, radio,press and the internet. In other words the Cadbury should focus on the media through which it reaches its primary target market-young people of age 16- 35. During the pre launch campaign Cadbury should not address the controversy; however it should make it clear that the product is not suitable for age below 15 and not advisable for pregnant women. This way the competition will keep their mouth shut and their will be no post launch negativism in Singapore. This will be done a month before the launch.

Segmentation, Targeting, and Positioning

Segmentation, targeting, and positioning together comprise athree stage process. We first (1) determine which kinds of customers exist, then (2) selectwhich ones we are best off trying to serve and, finally, (3) implement our segmentation byoptimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way.

Segmentation:-

It involves finding out what kinds of consumers with different needs exist. In theauto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. In general, it holds

true that “You can’t be all things to all people,” and experience has demonstrated that firms that specialize in meeting the needs of one group of consumers over another tend to be more profitable.

Generically, there are three approaches to marketing. In the undifferentiated strategy, all consumers are treated as the same, with firms not making any specific efforts to satisfy particular groups. This may work when the product is a standard one where one competitor really can’t offer much that another one can’t. Usually, this is the case only for commodities. In the concentrated strategy, one firm chooses to focus on one of several segments that exist while leaving other segments to competitors. For example, Southwest Airlines focuses on price sensitive consumers who will forego meals and assigned seating forlow prices. In contrast, most airlines follow the differentiated strategy: They offer high priced tickets to those who are inflexible in that they cannot tell in advance when they need to fly and find it impractical to stay over a Saturday. These travelers—usually business travelers—pay high fares but can only fill the planes up partially.

Targeting:-

In the next step, we decide to target one or more segments. Our choice shouldgenerally depend on several factors. First, how well are existing segments served by other manufacturers? It will be more difficult to appeal to a segment that is already well served than to one whose needs are not currently being served well. Secondly, how large is the segment, and how can we expect it to grow? (Note that a downside to a large, rapidly growing segment is that it tends to attract competition). Thirdly, do we have strengths as a company that will help us appeal particularly to one group of consumers? Firms may already have an established reputation. While McDonald’s has a great reputation for fast, consistent quality, family friendly food, it would be difficult to convince consumers that McDonald’s now offers gourmet food. Thus, McD’s would probably be better off targeting families in search of consistent quality food in nice, clean restaurants.

Positioning :-

The term “positioning” is widely used within the marketing and advertisingcommunities today, and its meaning has expanded beyond the narrow definitions of Trout and Ries. Positioning is often used nowadays as a broad synonym for marketing strategy. However, the terms “positioning” and “marketing strategy”

should not be used interchangeably. Rather, positioning should be thought of as an element of strategy, a component of strategy, not as the strategy itself.

The term “positioning” is, and should be, intimately connected to the concept of“target market.” That is, a brand’s positioning defines the target audience. For example, an airline might position itself against other airlines, which defines the target audience as airline travelers. Or, it might position itself against all modes of transportation between two destinations, which then defines the target audience as all travelers between those two markets. The second positioning reaches out to a much larger target audience.

Segmentation of Cadbury:

Right now Cadbury’s new advertisement campaign is doing the rounds over thetelevision. “Meetha hai khana,aaj pehli tareek hai” is the tagline that the chocolate-giant has come out with. It tries to bring forth the excitement, which lies in the minds of the general public as they wait for the first date of each month on the calendar. The monthly salary stashed in their hands enables them to celebrate and rejoice by spending it on Cadbury’s Dairy Milk.

Cadbury’s Dairy Milk has come out with such memorable ad-campaigns, which settled into the hearts of everyone.

The story starts with “Once upon a time in 1948…” when Cadbury entered the Indian market. It originated from a town in the United Kingdom, Bournville (also the name of its recently launched high-end chocolate) in 1905.

As the Cadbury’s official web site suggests, its journey in India has been an eventful one. In the early 1990s, it tried to cater to the sweet tooth of the children. Those days they steered the market and took control over the company’s major market share. However, the strategy changed by letting out the secret that “everyone has a child inside “ and thus everyone craves for the taste of chocolate. Cadbury strategies went through a considerable change. It now catered from children to adults and from chocolate to mithai. As the tagline goes “Khane walon ko kahne ka bahana chahiye”.

The hole-in-one for the company was when it identified sweets to be a very integralpart of the Indian culture. It made sure that the festive and jubilant moods

of the society thathad paved the way for kilos and kilos of mithai, now made way for a large number ofCadbury’s. Meetha did to Cadbury’s what thanda had done for Coco-Cola. Both helped them crawl their ways through into hearts of the rural population of the country, which had an untapped and astounding potential.The advertisement campaign of Amitabh Bachchan, dressed up as a villager, proudly announcing that his “daughter-figure” won beauty contests for cattle, brought out the laughs and struck a chord with the same segment of people.Later came the campaigns of “Pappu paas ho gaya” acknowledged the marketpotential for college-going youth. The treats for passing exams were now a Cadbury instead of a mithai.With Kuch Meetha Ho Jaye, we knew Cadbury’s was now a desert craving as well as a popular gift-item for festivals such as Raksha Bandhan and Diwali. Cadbury’s also diversified its range of products with Wowie(with Disney characters for kids),Crackle, Fruit and Nut(variations of the Dairy Milk),Bournvita(health drink)Deserts,Perk(wafer ingredient)and éclairs(toffee segment).

Cadbury’s today holds 30 per cent markets share in the confectionaries industry and sells around 1 million bars a day.

Targeting of CadburyCadbury is looking to attract millions of new customers by shifting its strategy to focus on low-income consumers. The British candy maker, which has been in India for more than 60 years and dominates the chocolate market, is making candy affordable to this massive untapped segment with products such as Cadbury Dairy Milk Shots--pea-sized chocolates, sold two to a package, for two rupees, or about four U.S. cents. These chocolates are encased in a sugar shell to protect them from the heat.

"We seek to reach out to all of those consumers that are away from the cities and to sell [small] piece products at low price points," stated Cadbury chief executive Todd Stitzer. …

Positioning of Cadbury

Cadbury India has unveiled a new campaign that continues with the brand's 'KucchMeetha Ho Jaye' positioning. Created by Ogilvy & Mather, the campaign revolves around the theme of 'Pay Day', which is associated with happiness by most people.

Brand positioning is the aspect of the brand actively communicated to the target audience, specifically, its competitive advantage, values and imagery. It is strongly related to the perception and image of the product. When devising a positioning strategy for a product, marketers must establish a unique and distinctive image of that product in the mind of the consumer. This will differentiate a company’s product from its competitors.

COMPETITORS OF CADBURY

There are no many competitors in the confectionary industry that Cadbury isCompeting with. Cadbury is a market leader in the industry. The other competitorsare small compared to Cadbury and therefore the level of competition is expected tobe a bit low.

Sales of imported chocolate brands, such as Mars and Snickers, have outpaced those of Cadbury's and Nestle's locally made chocolate in modern retail outlets, according to top retailers.

As a result, these companies will lose their pricing clout. Imported chocolates are not only in demand but also offer bigger margins as compared with the locally made brands toretailers. Cadbury is already at loggerheads with the Future Group, the country's largest retailer, on the deals and margins it offers. Seeing the increase in competition, Cadbury India is also looking at introducing more sophisticated forms of chocolates from its global portfolio to boost consumption and retain market share.

In our stores, the sales of imported chocolates are double the sales of domesticbrands. Their sales are growing at triple digits. Imported brands offer newer chocolate formats to consumers, resulting in their higher demand," said Sadashiv Naik, CEO, Food Bazaar, Future Group. Echoing this view, vice-president (marketing) of Spencer's RetailSamar Singh Sheikhawat said, "Sales of imported chocolates has become equal in value to that of the domestic brands put together. Whereas the imported chocolates sales are growing at 100 per cent, made-in-India brands are growing at around 25 to 30 per cent."

Anand Kripalu, managing director, Cadbury India, said, "The competition in the chocolate market has increased significantly. In spite of this, we have been able to hold on to our 70 plus per cent market share. We would look at introducing newer products to boost the consumption of chocolate in India. Chocolates are not consumed on daily basis, so we would look at positioning them for everyday consumption from being consumed only on select occasions."

Conclusion

Over the last year, the Cadbury Chocolates brand has moved from being perceived as a Choclates for “younger person” to choice their Choclates for fun, enjoyment and love as well as for the “Elder person” also professionals. This has been made possible not just by new packaging but by a completere positioning strategy which changed the image of the brand and the perception of who can and should enjoy it.

This company project has demonstrated “CADBURY’S COMPANY ANDRESPECT TO ITS MARKETING STRATEGY” that has proved to be extensive through and of great benefit to the company in furthering its competitive advantages.

In this project it possible to see the success of Cadbury’s in it’s indorse its strong potential to continue to do well.

RECOMMENDATIONS

• Maintain dominance in chocolate, confectionery and market leadership in browndrinks.

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

• Grow volume of sales at least 20% p.a. over the next years.

• Achieve the goal of best manufacturing location in Cadbury Schweppes world for

Dairy Milk and Éclairs.

• One new major product launch every year.

Bibliography

www.slideshare.com . www.cadburyworld.com . www.docstoc.com . www.wikipedia.com www.yahooanswers.com