4P'S OF MARKETING

1. MARKETING MIX
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Course: MBA-I
Subject: MARKETING MANAGEMENT - 1
Unit: I

4. JOHN CADBURY (1839-1922)is the
founder of the CADBURY trust.
Cadbury India is fully owned subsidy of
Kraft Foods Inc. The combination of Kraft
Foods & Cadbury creates a global
powerhouse in snacks , confectionery &
quick meals.
In India Cadbury began its operations in
1948 by importing chocolates.
The corporate office is in Mumbai.
CEO-Todel Stitzer.
CHAIRMAN OF BOARD-Roger Carr.
INTRODUCTION

5. CADBURY-INDIA

6. 4 P’SOF
CADBURY

7. 7
THE4P’S OFCADBURY

8. 1. PRODUCT
Cadbury World operates in a service
industry & is almost unique in being
owned by a major manufacturer.
The product that Cadbury World
delivers is “a memorable, exciting and
great day out”.
Whereas for the main Cadbury
business, the product delivered is
chocolate, candy, gum brands and
drinking chocolate products.

10. 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.

11. CONTD…
Cadbury World works with a number of third
party promoters and businesses in order to
offer a discount on the entry price.
Determining the pricing strategy would be the
participation costs for competing leisure
activities (other attractions, cinemas etc.) as
well as the price Recommended Selling Price
(RSP) for merchandise and confectionery.

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3. PLACE
Cadbury dairy milk is produced at the
chocolate factory in Bourneville in
Birmingham.
After the chocolate is produced and has
undergone all the quality checks it is
transported to the stockrooms.
After this Cadbury sells it products to
shops that deal with beverages and
confectionery e.g. corner shops, super
stores.

13. CONTD…
They then sell it to the general
public.
Cadbury produces chocolate for
more than 200 countries so that
they have a chance to enjoy it as
well and make profit

14. 4. PROMOTION
Promotion of Cadbury World to
various target audiences is a vital
part of the management
function .
Television
The print media
Posters

15. DO YOU REMEMBER
THIS???

16. AND THIS????

17. ADVERTISEMENT

18. 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’

19. CADBURY CELEBRATIONS
The Cadbury Celebrations journey began in
1997
With the 1999 campaign that surprised families
with `Diwali Ki Meethi Shubhkaamnaaye’
and the `Har Pal Bane Ek Utsav’ campaign
in 2000
In 2000, Cadbury positioned Celebrations as the
new `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

20. C0NTD…
Between 2003 and 2006, With the tagline
`Kyunki Sirf Shagun Hi Kaafi
Nahin’ .
the 2004 Celebrations commercials
starring Amitabh Bachchan cemented the
spirit of friendship with the tagline `Aisi
Mithaas Jo Dosti Banaye Khaas’.
In 2009,`Iss Diwali Aap Kisse Khush
Karenge?’

21. OTHER PROMOTIONAL
TECHNIQUES
Visicoolers
Jars
Presence in Amusement Parks

22. References & Sources
 Philip Kotler (Chapter-1)
 www.netmba.com/marketing/mix/
 en.wikipedia.org/wiki/Marketing_mix
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