(Product line and current market position)

1. by salman morris 1

2. CADBURY IS A BRITISH
MULTINATIONAL CONFECTIONERY
SUBSIDIARY COMPANY WHOLLY
OWNED BY AMERICAN COMPANY
MONDELEZ INTERNATIONAL
SINCE 2012
Introduction
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3. o Type: Cadbury UK Limited ( Subsidiary)
o Industry: Confectionery
o Founder: JohnCadbury
o Founded: Birmingham, United Kingdom (1824)
o Headquarters: Uxbridge London
o Key People: Irene Rosenfeld (CEO & Chairman)
o Parent: Mondelez International
o Slogan: ‘working together to create brands people love’
o Mission: “Cadbury means quality; this is our promise. Our reputation
o is built upon quality; our commitment to continuous improvement will ensure
that our promise is delivered”.
oThe second Largest Confectionery brand in the world.
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4. History
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5. John Cadbury
In 1824, John
Cadbury
Opened a grocer’s
shop at 93 Bull street
Birmingham
England
He sold tea, cofee and
drinking chocolate
Cadbury John
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6. 1831
John Cadbury opens
factory in
CROOKED LANE
Cadbury manufacturing
business was born.
Production on
Commercial scale,
Bought a four-storey
ware-house near by
Crooked Lane
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7. 1847
The Business moves to
Bridge Street
Expanding their
business to larger
Factory in Bridge Street
Centre of Birmingham
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8. 1861
John Cadbury retired
Richard Cadbury his
son took the charge of
business.
He was just 25 years old
when he take control of
the business.
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9. 1866
The turning point of
Cadbury business.
Innovative processing
technique was
introduced.
Launching of Cadbury’s
Cocoa Essence.
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10. 1905
Dairy Milk Chocolate
Was Introduced
With a higher portion of
Milk.
By 1914 this chocolate
was the company’s best
selling product.
First logo of Cadbury
was commissioned.
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11. In 2010 cadbury become part of
Mondelez International.
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12. Cadbury’s Product List
o Cocoa Essence
o Easter Eggs
o Milk Chocolate
o Dairy Milk
o Bournville
o Fry’s Turkish Delight
o Milk Tray
o Flake
o Crème Egg
o Fruit Nuts
o Crunchie
o Roses
o Fudge
o Picnic
o Curly wurly
o Snack
o Double Decker
o Wispa
o Boost
o Twirl
o Time out
o Wispa Gold
o Fuse
o Brunch Bar
o Dairy Milk Silk
o Dairy Milk Bliss
o Pebbles
o Diary Milk Bubbly
o Biscuits & Cakes
o Beverages
o Ice crème & deserts
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13. Cadbury’s Products
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o Cadbury's cocoa essence
o Easter Eggs
o Cadbury’s Bournville

14. o Dairy Milk
o Bournville
o Fry’s Turkish Delight
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15. o Milk Tray
o Flake
o Crunchie
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16. o Roses
o Fudge
o Dairy Milk Button
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17. o Drinks
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18. Bars
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19. Bags & Boxes
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20. Sales promotion
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28. Global Markets
o United Kingdom:
o since 2004 cadbury had 8 factories and 3000 staff
o Market Headquarters Bournville, Birmingham
o Ireland:
o Cadbury Ireland limited is based in Coolock in Dublin
o Cadbury Ireland include Cadbury dairy milk, Twirl, Flake and Boost.
o United States:
o Australia & New Zealand:
o Canada
o India
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29. Marketing Strategies
o Segmentation Targeting
o Distribution Strategy
o Brand Equity
o Competitive Edge
o Mission
o Vision
o Tagline
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30. Segmentation Targeting
o Based on mix Demographic factors
o Based on income & occasions
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31. Distribution
Strategy
oProduct availability in Urban and Rural areas but Urban
Areas are more focused due to demand economics.
o Products are being made available through the wholesaler
to retailer and then end customer.
o 3-tier distribution approach.
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32. Brand Equity
o Addresses the needs of each and every customer childhood
to maturity.
o from impulse purchase to family treats.
o suitable and available for every occasion.
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33. Competitive Edge
o Distribution and Brand Equity are
major advantages to Cadbury.
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34. Mission
“Cadbury means quality; this is are promise. Our
reputation is build upon quality
our commitment to continuous improvement will
ensure that our promise is delivered”.
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35. Vision or Slogan
“Working together to
create brands people
love”.
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36. Tagline
“Real taste of life”
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According to region:
“ Kuch Metha Ho jaye”

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oCompetitive Analysis
o Market Analysis
o Customer Analysis
o BCG Matrix Analysis
Marketing Analysis

38. Competitive Analysis
The confectionaries industry is highly
competitive & is overcrowded by local &
national players. While Cadbury’s parent
company Mondelez International is the world
leader in Bars & chocolates for middle age
income group, other players like Nestle,
Ferrero Rocher , Perfett, Amul , Kraft foods
etc. have product categories & customer
groups in which they are specialized in.
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39. Market Analysis
Cadbury has a broad product portfolio in the
chocolate segment like dairy milk, Bourneville,
Cadbury crunch, Éclairs etc. due to which they are
able to lead the market in this segment but their other
product categories like biscuits & cakes are suffering
due to the narrow product portfolio.
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40. Customer Analysis
Customers of Cadbury are from all
segments & people from all age
group consume chocolates, biscuits
& beverages but it is the growing
middle income group as well as the
youngsters who form the major
consumer segment.by salman morris 40

41. FutureGrowth
Current Market Share
?
Dogs
Cash
Cows
BCGMatrixAnalysis
Cadbury
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42. Cadbury’s Competitors
 Mars/Wrigley’s:
in 2014 mars had a market share of 29.5% in the united states for the
chocolate market.
best known brands are M&M’s, Snicker, Starburst, Twix and skittles.
 Seventh largest company in America in 2014, the company competes
in three segments: chocolate, pet care food and drinks.
 Hershey’s:
in 2014, Hershey’s had a market share of 44% in U.S. for chocolate
industry. Well known brands are Reese’s, Jolly Rancher & Swizzlers.
 Hershey's is both competitor and distributor of Cadbury, it has an
edge upon Cadbury.
 Nestle :
Nestle is the largest food company in the world. Market share is 5.8%.
brands are kit Kat, smarties and Gerber baby food.
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43. by salman morris 43
Jo muje itni dair Bardasht Kiya
.SALMAN.
Thank you