The Cake Shop

Cadbury’s Overview

• Brands like Cadbury, Trident and Halls.

• Starts back in 1824 by John Cadbury. • Opened a shop in Birmingham, England selling

among other things, tea and cocoa and chocolate.

A few facts and figures• We make and sell three kinds of confectionery:

chocolate, gum, candy and now even cakes.• We operate in over 60 countries.• John Cadbury opened for business in 1824 -

making us nearly 200 years young.• We work with around 35,000 direct and

indirect suppliers.• We employ around 45,000 people.• Every day millions of people around the world

enjoy our brands.

Our three largest brands • Cadbury in chocolate.• Trident in gum.• Halls in candyOther important brands In chocolate Crème Egg, Flake and Green & Black’s In Gum Hollywood, Stimorol, Dentyne, Clorets and Bubbaloo. In Candy Eclairs Natural Confectionery

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The Concept

• People get bored of the cakes offered by any cake shop, over a period of time

• They do not get bored of their favorite chocolates• The Idea: Merge the 2

• Products

• Place: Metropolitan cities of India

• Pricing:

Pastries…….. Rs. 35 to Rs. 55Cakes………… ½ Kg – Rs. 250 – Rs. 400

1 Kg – Rs. 500 – Rs. 800

• Promotions:

1. Cake Art workshops – In malls & College festivals

2. Events - “Cadbury’s Annual Cake Fest”

3. Advertisements – i) Creating occasions: promoting and inducing purchases on every occasion

ii) Print ads: newspapers n radioiii) TV ADsiv) Billboards

• Packaging:Easy to carry paper boxes

• USPs:

i) Constant evolution and creation “Cake of the month”.

ii) Cakes with chocolate feel.

iii) Cakes made in front of You.

• Segmentation: Not particular

• Target: Families

• Positioning: “Cadbury's Cakes: Completes every celebration”

• Competition: Very few existing players

STRENGHTSThe Brand ImageProduct’s USP

WEAKNESS

Limited Varieties

THREATSExisting Competitors adapting our strategy.

OPPORTUNITIESOffering Snacks and beveragesParty management

SWOT

Raw Materials

We use a wide variety of raw materials.

Principal materials are packaging materials, sugar and other sweeteners, cocoa, and dairy products.

Enter into a forward purchase agreements and long-term contracts where appropriate.

We also have a programme to ensure sourcing quality and standards.

Core Purpose Of Cadbury’s Cake Shop

• "Working together to create brands people love".

• Our aim to convert products into brands.

• We are a performance driven values led business.

• Values have inspired us to be pioneers in business and in corporate responsibility.

Our Value’s

• Performance.

• Quality .

• Respect .

• Integrity .

• Responsibility

Our CultureWe are a performance driven values led

business.

As a culture we value performance, quality, respect, integrity and responsibility.

We listen to everyone.

We have always believed that ‘doing good is good for business’.

Quality and Food Safety Assurance

Market high quality, superior value products.

Guarantee that our customers and consumers come first.

Products and trademarks, meet approved standards.

Operate audited quality management systems.

Quality and Food Safety Assurance (Contd).

Assign clear management accountability .

Work with our supply chain and business partners.

Deliver superior products and service to our consumers and customers.

Create a passion for quality.

Review and update this policy.

Thank You