Origin of Chocolate
•The origins of chocolate can be traced back to the ancient Maya and Aztec
Civilization in Central America, who first enjoyed 'chocolat' a much-prized spicy
drink made from roasted cocoa beans.
•Soon 'chocolate' became a fashionable drink enjoyed by the rich in Spain.
•By 1606 chocolate was well established in Italy.
•The secret of chocolate was then taken to France in 1615.
•Gradually the custom of drinking chocolate spread across Europe, reaching
England in the 1650s.
• Up until this point all chocolate recipes were based on plain chocolate . It was
an English doctor, Sir Hans Sloane, who - after travelling in South America -
focused on cocoa and food values, bringing a milk chocolate recipe back to
The original Cadbury Milk Chocolate was prepared to his recipe.
Forms of Chocolate
1. Unsweetened Chocolate
2. Dark chocolate
3. Milk chocolate
4. White chocolate
5. Cocoa powder
6. Compound chocolate
7. Raw chocolate
Need for Chocolate in India
• India has a huge and growing population and a strong interest
• Moreover, the International Cocoa Organization expect
demand in Asia to grow about 10% this year—a trend some
investors see leading prices to climb even further.
• To chocolate producers, India is especially attractive. For one
thing, fancy chocolate is an affordable luxury for India's new
consumers. For another, the country has a sweet tooth; Indian
cuisine has a rich menu of sugary concoctions.
• Chocolate is also an acceptable holiday gift in place of
Chocolate Market in India
• India is the world’s fastest growing market for
• Registering 15% annual growth between 2008 to
2012, the Indian chocolate industry is expected to
grow at an even higher rate
• Low priced unit packs, increased distribution &
reach and product innovations are the essential
reasons behind the growth
Operation began in India
Pioneered the development of cocoa cultivation in
• Began its operation in 1948 by importing chocolates and then
re-packing them before distributing it in the Indian market.
• After 62 years, it is having five companies at Thane, Induri
(Pune), Malanpur (Gwalior), Bangalore, Baddi (Himachal
Pradesh) and 4 sales offices in (New Delhi, Mumbai, Kolkata
and Chennai). The corporate office is in Mumbai.
• Currently Cadbury India operates in three sectors viz. Chocolate
Confectionery, Milk Food Drinks and in the Candy category.
• Cadbury enjoys a value market share of over 70% - the highest
Cadbury brand share in the world.
Baddi (Himachal Pradesh)
4 sales offices:
CLOSE TO 8,000
CDM ARE SOLD DIRECTLY TO WHOLESELLER AND RETAILERS.
CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES
2100 DISTRIBUTORS AND 450,000 RETAILERS.
Reasons for Cultural Shift
• Change in the preference of consumers, wherein the
tradition of gifting sweets is gradually getting replaced
• Rising income levels & rapid developments in rural
Major Achievements of Cadbury
• Worlds No 1 Confectionery company
• World's No 2 Gums company.
• World's No 3 Beverage company.
• Cadbury Dairy Milk & Bournvita have been declared a "Consumer
Superbrand" for 2006-07 by Superbrands India.
• Cadbury India has been ranked 5th in the FMCG sector, in a survey on
India's most respected companies by sector conducted by Business World
magazine in 2007.
• Cadbury India has been ranked as the 7th Great Place to Work and the No.
1 FMCG company in India in 2008, by the Great Place to Work Institute.
• Asian Marketing Effectiveness Awards 2008 for Bournvita Folk/Fusion
campaign - GOLD award for the "Best Insights and Strategic Thinking"
and SILVER award for the 'Most Effective Use of Advertising'.
• Food feuds keep share markets as well as consumers perennially interested. At
first, it was the cola giants that attacked each other using their ad campaigns as
daggers, and now the battlefield is fast becoming accustomed to the chocolate
giants – Cadbury and Nestle.
• These are both global brands which have been competing neck and neck over
market share for decades. However, their approach to advertising was never as
direct as it has become in the last three years.
• Taking a lesson out of the cola giants’ battlebook, Nestle is waging nothing short
of a public war against Cadbury through its ad campaigns.
• Cadbury has, without a doubt, always been seen as the market leader. It leads the
pack in the Rs. 4,000-crore branded chocolate sector in India
• Even though several brands such as Amul and Campco tried to break into the
market, none of them succeeded in shaking Cadbury’s grip.
• Nestle is the only real competition Cadbury has had in its long run as market
Threats & Substitutes of Cadbury
• Competition- Cut-throat competition from rival brands like
Nestle, Amul and international chocolate brands
• The current trends in the market suggest that traditional
sweets are possible substitutes for chocolates. In order to
strengthen the special relationship consumers share with
• New entrance and individual players ( rise in sale of
• Preference and availability of other substitutes ( sweets and
desserts) such as pastries, cookies, biscuits, cakes, etc.