A presentation on Cadbury India. It is one of the most successful companies in India under the fast moving consumer goods (FMCG) category. I hope this presentation is helpful to you to get an overview of the company.

1. Food & Beverages :
Confectionery :
Cadbury
Fast Moving Consumer Goods

2. Come and get a real taste of Cadbury through our
presentation.

3. Cadbury
“The Real Taste of Life”

4. PROFILE
• A British confectionery MNC.
• Founded by John Cadbury in Birmingham, U.K.
(1824).
• Headquarters: Uxbridge, Middlesex, U.K.
• Chairman and CEO: Irene Rosenfeld
• Tagline: The Real Taste of Life
• Markets: United Kingdom, Ireland, United
States, Australia, New Zealand, Canada, India
and Malta.

5. Cadbury Factory, Bournville in
Birmingham, England John Cadbury, founder of
Cadbury

6. CEO
Irene Rosenfeld

7. History
• Cadbury was started by John Cadbury, who
initially sold drinking chocolate, coffee and tea
in Birmingham, England in the year of 1824.
• In later years Cadbury collaborated with his
brother Benjamin to expand their business.
• Then it was passed on to his sons Richard and
George. It was George who built Bournville
estate to provide the company’s workers a
way to improve their living conditions.

8. BOURNVILLE ESTATE
Birmingham, U.K.

9. Operations
• It operates in 50 countries all over the world.
• Cadbury employs over 1000 people to work for it in
Bournville.
• In 2014, its owner Mondelez invested a huge
amount of £75 million in its production site.
• Cadbury’s Bournville also houses Mondelez's Global
Centre of Excellence for Chocolate research and
development which in ardently means that any new
range of Cadbury’s chocolate that is brought out, is
first produced at this Birmingham site.

10. Cadbury India
• In 1948, Cadbury India
began its operations in
India by importing
chocolates.
• The corporate head
office is presently
situated at Pedder
Road, Mumbai, under
the name of "Cadbury
House".

11. L
o
c
a
t
i
o
n
s

12. Cadbury Plant
at Sri City

13. Product Mix
Biscuits
Chocolates
Beverages
Gums
Candies

14. PRODUCT PORTFOLIO
Cadbury India’s

15. Beverages
Beverages business is question
mark, although Cadbury’s
Bournvita is very popular but
their cold chocolates have very
low acceptance in the market &
also due to the presence of
players like Glaxosmithkline,
Heinz etc. Cadbury is not able to
grab the large chunk of the
market.

16. • Cadbury Bournvita malted drink debuted in 1948 in India, the
same year Cadbury India was established.
• In India, Cadbury Bournvita is one of India’s most trusted
brands and comes in both a chocolate and caramel flavor
called Cadbury Bournvita 5 Star Magic.

17. Bournvita 5 Star Magic Bournvita Li’l Champs

18. TANG
• Tang is available in more than 30 countries.
• Its’ fruit flavoured drink is available in a variety of
flavours fortified with minerals and vitamins.
• Marketed only during summer season.

20. Biscuits
Oreo, milk’s favorite cookie, was first introduced in 1912, and
now this cream-filled sandwich cookie is a favorite of
consumers around the globe. Today, Oreo is available in many
flavors and varieties, such as
chocolate covered, wafers, pie crusts and soft snack cakes.
Backed by solid consumer insights and the strong value
proposition of India’s much-loved. Bournvita malted
beverage, Mondelez India launched a new morning
biscuit brand, Cadbury Bournvita Biscuits.
Bournvita Biscuits is the company’s second brand in
the biscuits category in India, following Oreo, which
launched in 2011
Bournvita Biscuits

21. Choco creme
Vanilla
Strawberry

23. Chocolates
Cadbury chocolate is a passion all over the world.
Cadbury chocolates are special because of it’s unique
taste and style. While in production cocoa butter is
added giving it a taste different from any other
chocolate.

25. Bournville
fine dark chocolate

28. Dairy Milk
Cadbury Dairy Milk was launched in 1905 after more than
four years of research and the introduction of new
production processes. Cadbury had been
determined to develop a new chocolate to challenge the
competition from European manufacturers.
Its delicious new recipe using fresh milk, had a unique
flavour and smooth, creamy texture. With its now famous
glass and a half of pure full cream
milk in every 200gms, Cadbury Dairy Milk contained far
more milk than any previously
known chocolate.

32. Orange
Peel
Chocolate
Roast
Almond
Fruit &
Nut

33. Premium
Miniatures
Luxurious
Pralines

34. LIMITED
Edition
HONEYCOMB
CRUNCH

36. Craving for a chocolaty feast?
Have the new Cadbury Fuse!

38. Exuberating a fun and playful characteristic,
this unique chocolate bar surprises
consumers with its distinctive form and
unpredictable inclusions. Cadbury Dairy Milk
Marvellous Creations will be available in two
flavours, Jelly Popping Candy and Cookie Nut
Crunch, and will be manufactured at the
company’s new manufacturing facility in Sri
City, Andhra Pradesh.

39. Perk
Perk is an ‘Anywhere’, ‘Anytime’ snack, a
perk-me-up for chocolate lovers and
frequent nibblers. Introduced in India in
1996, Perk is a delightful combination of
chocolate and wafer.

40. PERK with Glucose Energy
• Launched in 2009
• Provides the energy to have fun throughout the day.

41. TEMPTATIONS

42. FLAVOURS
Almond Treat
Raisin Apricot
Orange Almond
Cashew Appeal
Rum Raisins

43. Eclair
s

44. Cadbury Choclairs can take you on a delicious
journey through a layer of pure caramel to a heart
of rich Cadbury chocolate.
• Mondelēz India Foods Limited launched it in 2009 with an
added gush of liquid chocolate encased in its soft caramel.
• It was announced as a bomb of sweetness (chocolate ka
meetha bomb) to the world.
• In 2010, launched Cadbury Éclairs Rich Brownie, a premium
Éclairs with smooth brownie flavor enveloped in delicious
caramel.
• This product relaunch was accompanied by the change in the
brand name to Cadbury Choclairs.

45. Previous
NOW

46. Candies
HALLS
Candy
GEMS
Candy

47. HALLS
• Halls accounts for more than 50% of cough-drop sales
worldwide.
• Leading sugar confectionery brand in the world.
• In hotter and drier countries, Halls is used as a refreshing
candy.
• Available in more than 26 flavours.

48. A crunchy shell candy with delicious Cadbury chocolate inside is
of sheer delight. Introduced in India in 1968, the rainbow-hued
Cadbury Gems is unique in attraction and comes in a range of
packs.
What started as a tiny button of joy that could fit in a child's fist
has become an universal favourite.

51. Home Treats

52. Celebrations

55. Segment-
People who buy chocolates for eating or gifting
Target Group-
Children and families belonging to lower, middle and
upper middle class
Positioning-
As a sweet for happy occasions or auspicious
beginning

56. Discontinued Products
• Chocki Stick Chocolate
• Chocki Stick Mango
• Chocki Stick Strawberry
• Chocki Stick Vanilla
• Dairy Milk Wowie
• Milk Treat Creamy
• Orange Delite
• Relish
• Temptations Black Forest
• Temptations Cashew Delite
• Temptations Honey Apricot
• Temptations Mint Crunch
• Temptations Old Jamaica
• Temptations Roast Almond Coffee

58. Unique Selling Proposition
• Premier Foods is the label under which Cadbury
chocolate spreads are manufactured and sold.
• Biscuits made by Cadbury are produced under
the license of Burton’s Food.
• Cadbury has its branches worldwide, including in
countries like Ireland where Cadbury Dairy Milk,
Boost, Twirl and Flake are made, United States
where a wide variety of products ranging from
Chewing Gums to Bubble Gums are made. It also
has branches in Australia, Canada, New Zealand
and India.

59. SWOT Analysis
• Untapped rural markets
• Better product packaging
and preservation
• Leverage Cadburys
successful brand
• Sugarfree category
• Unable to understand
foreign customer
preference
• Entries due to the
competition growing
through acquisition
• Food products have a
limited shelf life
• Marred by scandal few
years back
• Wide product range
• Reasonable prices
• International business
• Advertising
• Availability
Strength Weakness
Opportun-
itiesThreats

60. Trajectory
• Cadbury since its establishment in 1824 till the 1900’s,
faced a lot of ups and downs but has stood tall against
all odds.
• In 1854, they received a Royal Warrant as Queen
Victoria’s manufacturer of cocoa and chocolate.
• In 1905, the first ever Dairy Milk bar was launched, it
was also the first ever time a company in Britain could
mass produce milk chocolates.
• In 1969, Cadbury Schweppes was formed after the
drinks company Schweppes was merged with Cadbury.
• In 2003, the brand was re-branded as Cadbury by
rounding off the original name of ‘Cadbury’s’.

61. Marketing Strategies
Distribution and brand equity are two major competitive advantage
for Cadbury. Cadbury is making its product available from pops &
moms store to high end departmental stores, which is only possible
due to its extensive distribution channel creating competitive edge
over others. The main competitive advantage of Cadbury comes
from its ability to market its products through altering the theme &
functionality of the products on continuous basis. Also smartly
designing its promotion & communications to handle the
controversies & educate customers more about the confectionaries
had helped the company to spread positive word of mouth
resulting from negative marketing.

67. Competitors
Mars/Wrigley’s
• Mars is a recognizable name, but as a private company, it hasn't been one
investors can get behind.
• In 2014, Mars had a market share of 29.5% in the United States for the
chocolate market. Some of its best-known brands are M&M's, Snickers,
Starburst, Twix and Skittles.
Hershey's
• The company has many well-known brands in the U.S., including Hershey's,
Reese's, Jolly Rancher and Twizzlers.
• Hershey's still gets more than 80% of its annual revenue from the North
America market.
Nestle
• Nestle is the largest food company in the world, covering many different
subsectors of the market.
• The company's chocolate market is one of its smallest, but it was good
enough for a 5.8% market share in the U.S. Nestle has grown through many
acquisitions that have given it control of brands that include Kit Kat,
Smarties and Gerber baby food.

68. Achievements in India
EMVIES 2015
GOLD:
– Cadbury Dairy Milk - 'Cadbury Dairy Milk: A sweet
decade' in "Best Ongoing Media Campaign" category.
SILVER:
– Cadbury Celebrations - 'Take Celebrations to the
Indian Army- India Unites' in "Best Media Strategy-
Consumer Products" category.
BRONZE:
– Cadbury Celebrations - 'Toh Is Diwali Aap Kise Khush
Karenge' in "Best Ongoing Media Campaign"
category.

69. – Cadbury Celebrations - 'People Powered Diwali' in
"Best Media Innovation OOH" category.
– Cadbury Dairy Milk - 'Fans of Joy' in "Best Media
Strategy- Consumer Products" category.
– Cadbury Bournvita - 'Over 40 top celebrities of India
become to role model of Tayyari' in "Best Media
Innovation-Sponsorships" category.
– Various Brands - 'Managing the Good, the Bad and
the Ugly' in "Best Media Research/Analytics"
category.
– Cadbury Dairy Milk - 'Spreading the Joy with
Amitabh Bachchan' in "Best Use of Bollywood
Celebrity in Media" category

70. Outstanding Marketing-at-Retail(OMA) Awards
• Mondelez India bagged 6 prestigious awards at the
5th edition of OMA Awards hosted by POPAI (Point-
of-Purchase Advertising International):
GOLD
• Glow Floor Standing Unit
SILVER
• Glow Modern Trade Promoter activation
• Hello Joy Cross-Category activation – 2 silvers
MERIT
• Glow Spectacular
• 5 Star Chomp Floor Stand

71. Mission Statement
“Cadbury means quality; this is our promise.
Our reputation is built upon quality; our
commitment to continuous improvement will
ensure that our promise is delivered”.

72. Vision Statement
“Working together
to create
Brands
people love”

73. Conclusion
Against all odds and obstacles Cadbury in its
own right has reigned supreme in the chocolate
confectionery industry. Its one of the most
reputed brands today.

74. Thank
You!
I semester,
BBA.
Presented by-