INTRODUCTION JOHN CADBURY (1839-1922)is the founderof the CADBURY trust. Cadbury India is fully owned subsidy ofKraft Foods Inc. The combination of KraftFoods & Cadbury creates a global powerhousein snacks , confectionery & quick meals. In India Cadbury began its operations in1948 by importing chocolates. The corporate office is in Mumbai. CEO-Todel Stitzer. CHAIRMAN OF BOARD-Roger Carr.
THE 4P’S OF CADBURY Promotion Product Price Place6
1. PRODUCT Cadbury World operates in a serviceindustry & is almost unique in beingowned by a major manufacturer. The product that Cadbury World deliversis “a memorable, exciting and great dayout”. Whereas for the main Cadbury business,the product delivered is chocolate, candy,gum brands and drinking chocolateproducts.
2. PRICE In India, price matters the most it has always been the deciding factor for many marketer’s fate in the market. Cadbury has a very convenient prices for all its products. The price charged for a chocolate can determine whether a consumer will buy it & the level of sales achieved can determine whether or not Cadbury Schweppes will make a profit.
CONTD…Cadbury World works with a number of thirdparty promoters and businesses in order to offer adiscount on the entry price.Determining the pricing strategy would be theparticipation costs for competing leisure activities(other attractions, cinemas etc.) as well as the priceRecommended Selling Price (RSP) formerchandise and confectionery.
3. PLACECadbury dairy milk is produced at thechocolate factory in Bourneville inBirmingham.After the chocolate is produced and hasundergone all the quality checks it istransported to the stockrooms.After this Cadbury sells it products to shopsthat deal with beverages and confectionerye.g. corner shops, super stores.
CONTD…They then sell it to the general public.Cadbury produces chocolate for morethan 200 countries so that they have achance to enjoy it as well and makeprofit
4. PROMOTIONPromotion of Cadbury World tovarious target audiences is a vitalpart of the management function .TelevisionThe print mediaPosters
SOME TAG LINES BY CADBURY In 1998 –”Khaane Waalon ko khaane ka Bahana Chhayie”. In 2004, the `Kuch Meetha Ho Jaaye’ , `Pappu Pass Ho Gaya’ ,’Miss Palampur’ . In the year 2010, the `Shubh Aarambh’
CADBURY CELEBRATIONSThe Cadbury Celebrations journey began in 1997With the 1999 campaign that surprised familieswith `Diwali Ki Meethi Shubhkaamnaaye’ andthe `Har Pal Bane Ek Utsav’ campaign in 2000In 2000, Cadbury positioned Celebrations as thenew `Rakhi Par Ek Meetha Sa Uphar’ .In 2002, With Gulzar’s heartwarming lyrics`Rishtey Pakne Do’, `Aankhon Se Chakne Do’,the age-old custom of tying a Rakhi was followedby gifting a box of Celebrations.
C0NTD…Between 2003 and 2006, With the tagline `KyunkiSirf Shagun Hi Kaafi Nahin’ .the 2004 Celebrations commercials starring AmitabhBachchan cemented the spirit of friendship with thetagline `Aisi Mithaas Jo Dosti Banaye Khaas’.In 2009,`Iss Diwali Aap Kisse Khush Karenge?’
OTHER PROMOTIONAL TECHNIQUES Visicoolers Jars Presence in Amusement Parks