Subsidiary of Kraft
Birmingham, UK (1824)
House, London, United
See list of Cadbury
£5,384 million (2008)
£388 million (2008)
£364 million (2008)
Cadbury India is a fully owned subsidy of Kraft Foods
Inc. The combination of Kraft Foods and Cadbury creates
a global powerhouse in snacks, confectionery and quick
With annual revenues of approximately $50 billion, the
combined company is the world's second largest food
company, making delicious products for billions of
consumers in more than 160 countries. We employ
approximately 140,000 people and have operations in more
than 70 countries.
Our core purpose "make today delicious" captures the
spirit of what we are trying to achieve as a business. We
make delicious foods you can feel good about. Whether
watching your weight or preparing to celebrate, grabbing
a quick bite or sitting down to family night, we pour our
The Barrow Cadbury
Trust‟s vision is of a
society, free from
discrimination and based
on the principle of social
"Cadbury‟s mission statement
says simply: „Cadbury means
quality‟; this is our promise.
Our reputation is built upon
quality; our commitment to
continuous improvement will
ensure that our promise is
• to make lots of chocolate.
•improve the quality of their
•To Survive in the market.
•Have loads of stores worldwide
to be an ongoing company.
Achieve revenue growth of 20%
Increase earnings by 15% annually
Increase dividends per share by
7% per year
Cadbury's as we know it today started from
humble beginnings in Bull Street, Birmingham. A
shop was opened by John Cadbury in 1824. It did
not start as a confectionery shop but sold tea and
coffee and home made drinking chocolate or cocoa
which he made himself for his customers.
John Cadbury moved into the manufacturing of
drinking chocolate and cocoa. By the early 1840's
Cadbury operated from a factory in Bridge Street
and went into partnership with his brother
Benjamin. 'Cadbury Brothers of Birmingham'
Cadbury's received a Royal Warrant in 1854 as
manufacturers of chocolate for Queen Victoria.
Cadbury's moved on to become a limited company
and after the death of Richard Cadbury the sons
of the two brothers joined the firm headed by
George Cadbury. This was very much a family
business in every sense of the word.
In 1969 the Cadbury Group merged with
Schweppes. Cadbury Schweppes Plc is a leader in
confectionery and soft drinks both in the UK and
abroad. With factories all over the world and a
host of well known brand names it has become a
household name in many countries.
There are many different functional
departments all created to help the company
in its organizational methods. There are
many different departments involved with
•Marketing and Sales
• Administration and IT support
• Research and Development
• Customer Services
• Human Resources
•Marketing activities and strategies result in
making products available that satisfy customers.
•Focus on what the customer wants is essential to
successful marketing efforts. This customerorientation must also be balanced with the
company's objective of maintaining a profitable
volume of sales in order for the company to
continue to do business.
•Providing the features and quality customers
want is a critical first step in marketing and is
important for CS, so that the marketing
department can meet the objectives of Cadbury.
more fun when
drape it in
Brunch Bar is a
has a strong
heritage in the
cakes and biscuits
CELEBRATION CAKE DIGESTIVE
CADBURY HALF COATED
BOXES, BAGS AND
We have the competitive advantage that is our
quality. It is recognized throughout the world and
our product is a convenience product.
We can distinguish ourselves from the
competitors on the following criteria:
Important: as we are the first one launching nuts
coated with chocolate .and due to winter season it
will serve as a good product to our target market.
Communicable: yes the difference is communicable
to the buyers through our advertisements on TV
Affordable: as the result of a survey the prices
set are economical.
More for the same: As we are offering the same
quality same taste at a economy price.
We will position our brand at its attributes that is
its innovative ingredient and good taste. And
strong beliefs and values as Cadbury‟s have many
loyal customers. The product name is Enticing
Treats means a mouth watering treat which is
The brand is licensed and is a international brand.
Our pricing strategies are as follows
50 gm Pack,
150 gm Pack,
350 gm Tin,
500 gm Tin,
And it is concluded from the survey that
customers by looking this price chart have
accepted the prices and called it as an
Cadbury dairy milk is produced at the chocolate
factory in Bourneville in Birmingham. After the
chocolate is produced and has undergone all the
quality checks it is transported to the
stockrooms. After this Cadbury sells it products
that deal with beverages and confectionery e.g.
corner shops, super stores. They then sell it to
the general public. Cadbury produces chocolate
for more than 200 countries so that they have a
chance to enjoy it as well and make profit.
My product is a re-launch of Cadbury dairy milk.
Cadbury dairy milk is made from real
chocolate. Its ingredients include cocoa butter
and there is a glass and half full cream dairy milk
in every 200 grams of Cadbury dairy milk
chocolate, Cadbury buys 65 million litres of fresh
milk each year to make Cadbury dairy milk
Price is an important element of the marketing
mix. The price charged for a chocolate bar can
determine whether a consumer will buy it and the
level of sales achieved can determine whether or
The purpose of promotion is to communicate
directly with potential or existing customers, in
order to encourage them to purchase dairy milk
and recommend it to others.
• Maintain a stable growth of a company,
• With its brand name, Cadbury could
counterattack the competitors.
• Keep up with the financial strength by
increasing its sales and profit.
• Acquisition rules in UK, reduce its dependence
on the UK market.
• Overall, Cadbury has been successful through
the new products (development) it has to offer.
•Weak position in the US market.
•Lack of distribution network.
•Total French production of chocolate bars and
confectionary has slowed down in more recent
years, partly due to the economic slump.
•Consumption of chocolate products, fall in
demand due to the gloomy economic situation.
•Sales of milk chocolate bars, which account for
24 per cent by volume of total sales of chocolate
bars, decreased by 3.7 per cent.
•Through its confectionary product line, to build
viable positions in prioritized markets.
•Cadbury has other opportunities to have market
development in Russia and China.
•This company is also at the same time
distributing its products via the internet –
Develop Gourmet Line.
•Besides developing the “Low Calorie” line of
chocolates and sweets, they also offer the “Sugar
Free” sweets line.
•Therefore in order to get the product into a new
foreign market, France, Cadbury would have good
opportunities in store for them.
•The company should take note of the changes in
the consumer‟s buying trend.
•price wars would occur between its competitors
like Mars, Hershey and Nestle.
•There would be seasonal sales slumps all year round
which will reflect to an increase in cost of the raw
•Cadbury would then have to be prepared for
growth of small local gourmet chocolates and
regional candy manufacturers.
•Also to be aware of the cost of packaging
materials as it has increased over time.
•Increase Marketing and Promotion globally by
marketing products in emerging markets.
everybody‟s favourate so
there is no limit of region ,
it is used all over the
categorized by size ,
membership of geographic
CLIMATE: Northern n
FAMILY LIFE CYCLE:
Young, Single, Married,
INCOME: As concluded
from the survey that
our prices are
economical so everyone
can afford it.
school or less, some
high school, high school
Attitude towards the
product: the attitude
towards our product is
positive as people are very
in trusted in our new
Life Style: Thoseare
willing to experiment with
alternateproducts in place
of conventional food items,
as the universe of
changing from occasion led
to more casual
occasions like New Years
Eve and Valentines Day .
Benefits: - We are
providing good quality
product at economical
prices. Keep the
customers fitness in mind
we are providing
chocolate coated with
nuts which will have a low
Usage Rate: The user
rate is heavy in the
Cadbury dairy milk.
Within Chocolate, it's interesting that Cadbury is
a very small player outshone by
M&M Mars (now called Master foods)
Cadbury is a distant 4th. But, in Canada & Europe,
Cadbury is a huge player - perhaps 2nd. This is
because Cadbury Schweppes is British based and
hence has a much larger presence in Europe,
In order for Cadbury to reach the peak of
achievement, the company would have to stress on
the global growth of the product. It can be a risk
to market it in the region France, but with careful
study of the target market segments and its
economic position, it can be an attainment.
Cadbury should also look into other countries like
the Asia Pacific in order to market its products
popular globally. But then again, careful
considerations to look at its major competitors
and to obtain the rules and regulations of a
certain country are equally important.