The sweetest story
ever told… or heard
HISTORY OF CADBURY
Started by John Cadbury
Factory in Bourneville in
1861- largest chocolate
production in U.K
1897- Manufactured 1st
1950- First overseas
factory near Hobart,
1960’s- Larger factory
with his brother selling
16 type of drinking
Today the largest
company in the
In India, Cadbury began its operations in 1948 by
It today has 5 company-owned manufacturing facilities
& 5 sales offices in 5 metros. The corporate office is in
Cadbury enjoys a value market share of over 70% - the
highest Cadbury brand share in the world! The brand
Cadbury Dairy Milk is considered the "gold standard" for
chocolates in India.
The Barrow Cadbury’s Trust’s Vision is of a peaceful,
equitable society free from discrimination and based
on the principle of social justice for all.
The Barrow Cadbury’s Trust’s Mission is to
promote social justice through grant making,
research, influencing public opinion and policy and
supporting local communities.
To become the World’s Biggest and Best
To make lots of chocolate & improve the quality of
Have loads of stores worldwide.
To be an ongoing company & achieve revenue growth
of 20% per year.
Increase earnings by 15% annually & dividends per
share by 7% per year.
• 2008- SILVER award for the 'Most Effective Use of
• 2008- Cadbury India has been ranked as the 7th Great
Place to Work and the No. 1 FMCG company in India.
• Cadbury Dairy Milk & Bournvita have been declared a
`Consumer Super brand' for 2006-07.
• Cadbury India has been ranked 5th in the FMCG sector,
by Business World magazine in 2007.
Produced at the chocolate factory in Bourneville in
It is then transported to the stockrooms.
After this Cadbury sells it products to shops
that deal with beverages and confectionery e.g. corner
They then sell it to the
Baddi (Himachal Pradesh)
4 sales offices:
CLOSE TO 8,000
Cadbury Dairy Milk is made from Real Chocolate
Its ingredients include cocoa butter
There is a glass and half full cream dairy milk in every 200
grams of Cadbury dairy milk chocolate
Cadbury buys 65 million liters of fresh milk each year to
make Cadbury dairy milk chocolate
Adopted competitive pricing strategy for the basic product
Whereas premium pricing on other variants
Cut down on weight but did not increase cost
e.g. 5 Rs pack was of 13gm but now it is 10.5gm
Real Taste of Life
Child in adult
Khanewalon ko khane ka
Pappu Pass Ho Gaya
Kuch Meetha Ho Jaaye
Conversion of sweet consumers to chocolate for
Khane ke baad Meethe
mein Kuch Meetha Ho
Targeting the habit of Indians to have desserts
Targeting the belief of Indians that anything
begun by having something sweet provides good
The BIG B Factor
The big factor that has pushed up CDM sales is the
Amitabh Bachchan campaign.
It helped restore consumers' faith in the quality of the
Innovative & Attractive
Introducing New Products
Family Life cycle
Attitude Toward The
•Well established brand
•Huge market share 70%
•Rich product mix
•Price according to Indian
•Dental problems with
•Little penetration in rural sec
•Other competitors have better
•Increase share through
•Increases acceptance of
Globalization in sector.
•Innovative un captured
•Cut throat comp : Nestle Amul
•Entry of international brands
•Obsession with calories
•Negative publicity and
Bring out new products for health conscious
Continue to promote itself as substitute to mithai.
Choco-biscuits should be introduced.
Should use Indian ads and avoid global ads in
Consider attractive display or its own ‘Chocolate
boutique’ (retail store).
Special chocolates for Christmas should be
introduced e.g. rum, champagne flavored
New flavors like strawberry,orange,vanilla etc.
There is an immense scope for chocolate industry
Indian chocolate industry is unique mix with
extreme consumption patterns, attitudes, beliefs,
income level and spending
Understanding consumer preferences and
demands is the key to growth
Pricing, quality , flavors and pack size are some of
the important factors
Economical distribution using proper supply chain
management is necessity
Brand loyalty should be maintained