Cadbury

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Cadbury

  1. 1. Project Prepared by: (Team: Seekers) Asifa Rasheed K1F14MCOM0029 Noor-ul-Ain K1F14MCOM0017 Mustafa Hanif K1F14MCOM0008 Abdul Wahhab K1F14MCOM0002 Zain Anjum K1F14MCOM0021 Asif Nawaz K1F14MCOM0005
  2. 2. • Introduction • History • Vision & mission • Positioning • Advertising strategy • Products • 4 P’S • Competitors • Departments • SWOT analysis • Product life cycle • Market segmentation & Market share • Environmental factors • Recommendations Contents:
  3. 3. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Cadbury is a British multinational confectionery company owned by Mondelēz International. It is the second largest confectionery brand in the world after Wrigley's.
  4. 4. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Type Cadbury UK Limited (Subsidiary) Industry Confectionery Founded Birmingham, United Kingdom (1824) Headquarters Uxbridge, London, United Kingdom Key people Irene Rosenfeld (Chairman and CEO) Revenue £11,346,002,000 (2011) Operating income £559,432,200 (2011) Net income £447,545,760 (2011) Number of employees 71,657 (2008) Parent Mondelēz International Slogan Working together to create brands people love Website www.cadbury.co.uk
  5. 5. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Cadbury was founded almost 200 years ago 1800-1850 1824 John Cadbury opened bull street shop 1831, John Cadbury opens factory in crooked lane
  6. 6. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 1842, the range expands 1847 The business moves to Bridge Street Fry's produce the first chocolate bar
  7. 7. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 1850-1900 1861, Richard and George Cadbury take charge 1866, an innovative processing technique is introduced 1875 First milk chocolate bar
  8. 8. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Cadbury makes their first Easter egg in 1875 1878, The Cadbury brothers are inspired by their vision 1879, Bourneville 'the factory in a garden' is born 1893, George Cadbury adds another 120 acres to Bourneville
  9. 9. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 1897, Cadbury milk chocolate is launched 1900-1920 1900, Early outdoor and press advertising 1905, Cadbury dairy milk is launched
  10. 10. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation  1905, First Cadbury logo commissioned  1906, Bourneville cocoa is launched  1908, Bourneville chocolate is launched
  11. 11. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 1915, Milk tray is launched 1919, Cadbury purchases fry's 1920-1940
  12. 12. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 1920, Cadbury dairy milk goes purple 1920, Flake is launched 1921, Cadbury script logo first appears
  13. 13. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 1928, the 'glass and a half' symbol is introduced 1928, investment begins in Cadbury dairy milk ads 1938, Cadbury roses are launched
  14. 14. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 1985, Boost coconut is launched 1987, Twirl is launched 1989, inspirations are launched
  15. 15. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 1990, Cadbury world opens 1996, Cadbury fuse is launched 2000-today
  16. 16. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation  2000, Cadbury launched in Pakistan 2008 Cadbury and Schweppes demerge Cadbury cocoa partnership launched 2010, Cadbury becomes part of Mondelēz International
  17. 17. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation The Vision into action (VIA) plan embodies all aspects of our strategy. Our governing objective is to deliver superior shareowner returns by realizing our vision to be the world’s biggest and best confectionery company. At the heart of our plan is our financial scorecard, judiciously reinforced by our priorities, commitments and culture implementation. Cadbury’s mission statement says simply, Cadbury means quality. Our reputation is built upon quality; our commitment to continuous improvement will ensure that our promise is delivered.
  18. 18. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation
  19. 19. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Execution style tone appealFormat words Illustration Heading Copy
  20. 20. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation snack Bourneville Fred Curly worly chomp wispa Dairy milk Brunch Bar
  21. 21. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Cake buttons Cake Bars Mini rollls Fingers Animals biscuits Fudge bites Bourneville
  22. 22. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Heroes Milk tray Dairy milk taster KOKO Buttons
  23. 23. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Hot chock chunks Drinking chocolate Hot chocolate instantBourneville cocoa Highlight
  24. 24. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Flack 99 cone Twin post flake Chocolate trifleCDM stick Twin post flake
  25. 25. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Channel of distribution of Cadbury Factory/Production unit Retailers C&F Agents Re-Distributors Consumers Depot Wholesaler Modern Trade
  26. 26. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 4 P'S Product Place Price Promotion
  27. 27. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Weight(g) Price(Rs.) 10 5 22 10 42 20 95 50 165 100
  28. 28. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation
  29. 29. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Departments Finance Customer service R & D Marketing Human resource Production Administrati- on & IT
  30. 30. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation SWOT analysis Threats Opportunities Weaknesses Strengths
  31. 31. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation
  32. 32. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Cadbury dairy milk also divides the market into different group of customers. 13 - 19 29% 20 - 25 22% 26 - 30 19% 30 - 40 30% AGE GROUP
  33. 33. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Cadbury dairy milk also divides the market into different group of customers.
  34. 34. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation white 16% Dark 9%
  35. 35. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Western Europe, 32 NorthAmerica, 20Asia, 17 Latin America, 13 Middle East and Africa, 4 Austalasia, 2
  36. 36. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation BCG Matrix
  37. 37. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation Micro environment Macro environme nt Environmenta l factors
  38. 38. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation MICRO Micro environment Customers Employees Distribution channels Competitors Investors
  39. 39. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation MACRO Micro environment Political factors Economic factors Social factors Technology- cal factors
  40. 40. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 0 5 10 15 20 25 India Latin Americ a Brazil China Russia Estern Europe Maxico percentage 21 12 11 9 8 7 4 Percentage Compound annual growth rate of the chocolate industry in emerging markets between 2011-17
  41. 41. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation
  42. 42. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation 5.8 7.2 8.5 0 2 4 6 8 10 1999 2009 2020 MillionTons year Consumption in World wide
  43. 43. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation  Bring out new products for health conscious people.  Continue to promote itself as substitute to mithai.  Chocó-biscuits should be introduced.  Should use pakistani ads and avoid global ads in pakistan .  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.
  44. 44. Introdu ction History Vision mission position Adv Strategy Products 4 P’S Competitors DepartmentsSWOT analysisPLCMS & MSEnvironmentRecommendation

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