Company profile• Started in 1824• By John Cadbury• In Birmingham, England• Headquarters : UK• By 1842, John was selling 11 kinds of cocoa and 16 kinds of drinking chocolates.• By 1864, George and Richard, sons of John continued to expand the product line.• Cadbury manufactured its milk chocolate in 1897• 1920‟s The Cadbury script logo is first used.• Today Cadbury is the largest confectionary company in the world.• The company was known as Cadbury Schweppes plc from 1969–2008 until its demerge• On 19 January 2010, it was announced that Cadbury and Kraft Foods had reached a deal and that Kraft would purchase Cadbury valuing Cadbury at £11.5bn
• Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick meals.• With annual revenues of approximately $50 billion, the combined company is the worlds second largest food company, making delicious products for billions of consumers in more than 160 countries. We employ approximately 140,000 people and have operations in more than 70 countries.• Our core purpose "make today delicious" captures the spirit of what we are trying to achieve as a business. We make delicious foods you can feel good about. Whether watching your weight or preparing to celebrate, grabbing a quick bite or sitting down to family night, we pour our hearts into creating foods that are wholesome and delicious.
Mission "Cadbury‟s mission statement says simply: „Cadbury means quality‟; this isour promise. Our reputation is built upon quality; our commitment tocontinuous improvement will ensure that our promise is delivered‟VisionThe Barrow Cadbury Trust‟s vision is of a peaceful, equitable society, freefrom discrimination and based on the principle of social justice for all.Objective• to make lots of chocolate.• improve the quality of their chocolate.• To Survive in the market.• Have loads of stores worldwide
• In India, Cadbury began its operations in 1948 by importing chocolates. After over 60 years of existence, it today has six company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) Hyderabad and 4 sales offices (New Delhi, Mumbai, Kolkata and Chennai). The corporate office is in Mumbai.CHOCOLATE BAR MADE BY CADBURY. BORN IN YEAR 1905. BOURNVILLE, U.K
Popular Brands in INDIAChocolates BeveragesSn G Ua Mc Sk CANDy’ss
Industry Analysis• Chocolate consumption in India is extremely low.• Cadbury dominates the chocolate market with about 70% market share.• Nestle has emerged as a significant competitor with about 20% market share.• Leading national players are Parrys, Ravalgaon, Candico and Nutrient.• Indian chocolate market grew at the rate of 10% pa in 70s and 80s, driven mainly by the children• segment.• In the late 80s, when the market started stagnating, Cadbury repositioned its Dairy
• Milk to any time product rather than an occasional luxury. Its advertisement focused on• adults rather than children.• Cadbury had a market share of over 80 percent, but its party was spoiled when Nestle appeared on the scene. Five company-owned manufacturing facilities: Thane Induri (Pune) Malanpur (Gwalior) Bangalore Baddi (Himachal Pradesh) Corporate/Head office: Mumbai
Chocolate consumption And Share in India• share cadbury Nestle amul others 5% 5% 20% 70%
MANAGEMENT TEAM• CEO• Todd Stitzer• CHAIRMAN OF THE BOARD• Roger Carr• DIRECTORS• Raymond Viault, Ellen Marram ,• Sanjiv Ahuja Guy Elliott, Chris Patten,• Colin Day, Wolfgang Berndt, Baroness Hogg• CFO• Andrew Bonfield
PEST AnalysisP – PoliticalPolitical decisions can affect Cadbury‟s, these can be eitheradvantages or disadvantagesE – EconomicalThere is no doubt that the Cadbury is making a bigcontribution in the economies of India as well as in their owncountry.
S – SocialCadbury India has a tradition of caring for the environment andenriching the quality of lives of the communities we live and workin, through a variety of result-oriented programsVarious steps taken by Cadbury India are:• MIGRATORY BIRDS STOP OVER AT OUR BANGALORE FACTORY• PIONEERING COCOA CULTIVATION IN INDIAT – Technological• New machinery• Maintenance• Cost of Equipment
THREAT OF NEW ENTRANTS INDUSTRYBARGAINING COMPETITOR BARGAINING POWER OF S (Rivalry POWER OF SUPPLIERS among existing BUYERS firms) THREAT OF SUBSTITUTES
SWOT ANALYSISS W• Reputed topmost chocolate provider • Lack of penetration in rural market• well known brand • Large population suffers from• Priced according to Indian mindset. diabetes, cholesterol disorders etc.• Strong marketing and distribution channel• Customers have positive perception about the brand• Well established market with vast variety of products.O T• Occasion celebrations and festivals in • No brand loyalty in the chocolate market India. .• Increasing acceptance of Globalization. • Competition(Amul & Nestle)• Increases in the recent chocolate • Preference and availability of other market(almost @ 30%) substitutes (sweets and deserts)• Besides the low calorie products they • New brands are entering also provides sugar free candies. • existing brands are introducing new variants.
• Celebrating 1OO years in India.• Market share-20%.• Profit 22% with net income rising to $3.4billion• Sales growth-27%
• Rulling since 1942.• 3rd larget chocolate industry in India followee by Cadbury and Nestle.• Market share-5%
POSITIONING STRATEGY “For kids across India”The word „Cadbury‟ is synonymous with chocolates. “CDM positioned as” „The perfect expression of love‟ “Mazzaaagaya” Spontaneous, carefree, special, real moments. “KuchMeetha ho jaye”The brand want itself to be synonymous with Sweet.
BRAND STRATEGYExtensive and strongdistribution networkPrice RangeConsistent Taste
CONCLUSION• There is an immense scope for chocolate industry in India• Indian chocolate industry is unique mix with extreme consumption patterns, attitudes, beliefs, income level and spending• Understanding consumer preferences and demands is the key to growth• Pricing, quality , flavors and pack size are some of the important factors• Economical distribution using proper supply chain management is necessity• Brand loyalty should be maintained