Short Analysis on Cadbury Products in Indian Market.

1. Cadbury

2. Company History
• Started in the year 1824 by British Multinational
Confectionery Company Mondelez International UK.
• In India it Started its operation in the year 1948 in Thane
• Current Market Share of cadbury in India is 70%

3. Product Portfolio
• Cadbury Fuse
• Bournvita Biscuits
• 5 Star
• Bournville
• Bournvita
• Cadbury Celebrations
• Cadbury Dairy Milk
• Cadbury Dairy Milk Silk
• Choclairs
• Gems
• Halls
• Oreo
• Perk
• Tang

6. Marketing Strategy -STP
Segmenting Targeting Positioning
• Segmenting on 3 ways
o Demographic
• Age
• Gender
• Income
o Behavior
• Lifestyle of people

7. BCG Matrix

8. BCG Matrix
• Cadbury Chocolates are stars as it has large assortments in
chocolates worldwide.
• It is the world’s second confectionary company having high
market share in most of the markets.
• Biscuits & cakes are question mark reason being that it doesn’t
have extensive offerings in this product category for the
customers to choose from but the overall demand of biscuits is
still positive.
• 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.
• Ice-cream & deserts business is question mark that’s because of
the fact that other players in the same segment have value for
money products & that too at low price. Like in India Amul being
the leader in this category is eating the business of the players in
the market.

9. Strength
• Distribution Channel.
o Cadbury has a very strong distribution channel , its available in local kiran
store to super market .
o 3-tier distribution approach (C&F to wholesaler to retailer & then to the end
customer)
• Brand Equity
o Cadbury addresses the needs of each and every consumer, from childhood
to maturity, from impulse purchase to family treats.
o Cadbury designs products to coincide with Christmas, Easter, Valentine’s,
Mother’s and Father’s Day and other calendar landmarks.
• Advertisement
o Unique advertisement for each product.

10. Competitor Analysis
• Nestle
• Amul
• Ferrero Rocher
• Perfett
• Kraft foods

11. Thank You