Cadbury’s Overview<br />Brands like Cadbury, Trident and Halls.<br />Starts back in 1824 by John Cadbury.<br />Opened a shop in Birmingham, England selling among other things, tea and cocoa and chocolate.<br />
A few facts and figures<br />We make and sell three kinds of confectionery: chocolate, gum, candy andnow even cakes.<br />We operate in over 60 countries.<br />John Cadbury opened for business in 1824 - making us nearly 200 years young.<br />We work with around 35,000 direct and indirect suppliers.<br />We employ around 45,000 people.<br />Every day millions of people around the world enjoy our brands.<br />
The Concept<br />People get bored of the cakes offered <br /> by any cake shop, over a period of time<br />They do not get bored of their <br /> favorite chocolates<br />The Idea: Merge the 2<br />
Products<br />Place: Metropolitan cities of India<br />Pricing:<br /> Pastries…….. Rs. 35 to Rs. 55<br /> Cakes………… ½ Kg – Rs. 250 – Rs. 400<br /> 1 Kg – Rs. 500 – Rs. 800<br />
Promotions:<br />Cake Art workshops – <br /> In malls & College festivals<br />2. Events - “Cadbury’s Annual Cake Fest”<br />Advertisements – <br />i) Creating occasions: promoting and inducing purchases on every occasion<br /> ii) Print ads: newspapers n radio<br /> iii) TV ADs<br /> iv) Billboards<br />
Packaging:<br /> Easy to carry paper boxes<br />
USPs: <br />Constant evolution and creation <br /> “Cake of the month”.<br />Cakes with chocolate feel.<br />Cakes made in front of You.<br />
Segmentation: Not particular<br />Target: Families<br />Positioning: <br />“Cadbury's Cakes: Completes every celebration”<br />Competition: Very few existing players<br />
Raw Materials<br /><ul><li>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.</li></li></ul><li>Core Purpose Of Cadbury’s Cake Shop<br />"Working together to create brands people love". <br />Our aim to convert products into brands.<br />We are a performance driven values led business.<br />Values have inspired us to be pioneers in business and in corporate responsibility.<br />