To align with our core purpose, Cadbury India has defined itsVision as"Life Full Of Cadbury and Cadbury Full of Life".Cadbury India will participate in many spaces of consumer lifethrough a cache of product offerings - be it chocolates orsnacks or gum.
We can easily understand the mission statement by following points like: Cadbury’s means quality. This is our promise Our reputation is to build upon quality Our commitment to continuous improvement. It will ensure that our promise is delivered.
Cadbury started the process in the back room of his shop with cocoa which he hand ground with a mortar and pestle, which has progressed in the company it is today with the belief that “ doing good is good for business”. Cadburys has three kinds of confectionary, gum, candy and more famously chocolate. The company now operates in over 60 countries with a workforce of over 50,000 people. Everyday millions of people enjoy the Cadburys brand. Cadburys has established itself in all sectors of its primary market – chocolate.
Market Background: Cadbury is the market leader in chocolates but was a new entrant in the packaged snacking category. The company had a loyal child following but snacking was driven by teens and adults. The Indian palette also showed distinct preference for salty snacks. Overall brand Cadbury strengths in the confectionery market were weaknesses in the packaged snacking market. Snacks were also largely driven by shared consumption confectionery which is largely an impulse individual consumption Competition Well entrenched competitors and local unorganized players which are synonymous with snacking and dominated the market.
Almost 80% chocolate purchases are made on impulse. Cadburys adopted aggressive marketing strategy. Use of emotional appeals for advertising. Concentrated more on T.V advertisement. In the early 90s, chocolates were seen as meant for kids. Changed the perception of buyers.
Cadbury dairy milk are sold directly to wholesaler and retailers. Cadburys distribution network encompasses 2100 distributors and 450,000retailers. Consumer base of over 65 million. Cadbury reaches 0.6 million retail outlets.
The cocoa-bean -- the heart of the sweetest delicacy in the world -- is bitter! This is why, up to the 18th century some native tribes ate only the sweetish flesh of the cocoa fruit. They regarded the precious bean as waste or used it, as was the case among the Aztecs, as a form of currency. Firstly Harvesting is done Followed by Fermentation Drying Cleaning Roasting Crushing Blending Grinding
STRENGTHS: Cadbury is the largest global confectionery supplier, with 9.9% of global market share. High financial strength (Sales turnover 1997, £7971.4 million and 9.4%) Strong manufacturing competence, established brand name and leader in innovation Advantage that it is totally focused on chocolate, candy, chewing gum, unique understanding of consumer in these segments. Successfully grown through its acquisition strategy. Recent acquisitions, including Adams, 2003, enabled it to expand into important
Nestle The company is dependent on the confectionery and beverage market, whereas other competitors e.g. Have a more diverse product portfolio, where profits can be usedto invest in other areas of the business and R&D. Other competitors have greater international experience - Cadbury has traditionally beenstrong in Europe.
New markets. Significant opportunities exist to expand into the emerging markets of China, Russia, India, where populations are growing, consumer wealth is increasing and demand for confectionery products is increasing. Opportunities exist to increase share through targeted acquisitions. key to survival within the FMCG market is increasing efficiency and reducing costs. Cadbury Fuel for Growth and cost efficiency programmes seek to bring cost savings by:1. Moving production to low cost countries, where raw materials and labour is cheaper.
Worldwide - there is an increasingly demanding cost environment, particularly for energy, transport, packaging and sugar. Global supply chain in low cost locations. Competitive pressures from other branded suppliers (national and global). Aggressive price and promotion activity by competitors - possible price wars in developed markets.
PROBLEMS FACED BY CADBURY Cadbury India Ltd. has begun investigations into reports that live worms were found in its Dairy Milk chocolate bars, the company said in a statement. "We are concerned about these reports and are investigating it," a company spokesperson said. The Maharashtra Food and Drugs Administration (FDA) had announced Monday that it would prosecute Cadbury India Ltd. after tests indicated "insect infestations" in the chocolate samples tested.
FDA officials conducted raids at the Talegaon plant of the company as well at stockists premises throughout Maharashtra. The authorities have, however, decided not to shut down the plant or cancel the companys license to manufacture chocolates. "The chocolates have been out for sale since July 2003 so there are a very few of them left in the market as of now. We have asked the company to withdraw the entire batch currently in the market," Khobargade said. In December 2006, the company announced that the cost of dealing with the contamination would reach £30 million.
A focused and intense communications program was implemented over the next six months to rebuild credibility and restore confidence among the key stakeholders. In a damage-control exercise, appropriately called “PROJECT VISHWAS” Cadbury India on Wednesday announced a three-step strategic programme involving its packaging, distribution chain and retail channels. For the first time in 30 years, the company is discontinuing the system of loose sales for Cadbury Dairy Milk range and changing its outer package. RESULT: In media, the key message that infestation was a storage-linked problem, not manufacturing related, found widespread acceptance. Across the board, media carried Cadbury’s point-of-view on the issue. Sales volumes climbed back to almost to pre-crisis levels eight weeks after the launch of new packaging – a concrete step taken by the company to minimize the incidence of infestation. This reflected consumer confidence in the brand and the company.
Cadbury India Ltd.Reyn Basera Annex.Near Cooper Hospital.Vile Parle West.Mumbai 400 056.Maharashtra.India (VILAEPARLE). Cadbury IndiaLtd.Cadbury House19, B Desai Road Mumbai 400026 MaharashtraIndia.
In the late 90s its campaign “ Khaanewalon ko khaane ka bahana chahiye ”targeted the masses in India. The “ Miss Palampur ”campaign targeted the rural india. The latest campaign “ Shubhaarambh” is to target the Youth. Targeted the Indian market through various campaigns.
Conclusion. The prospective customers of Cadbury Dairy Milk have changed have changed from kids to adults-including every family member to celebrate any occasion with Dairy Milk.