The document discusses Cadbury, the world's largest confectionery company. It provides an overview of Cadbury's history starting in 1824 in the UK. It also outlines Cadbury's product lines which include chocolates, beverages, medicated candies, gums, and snacks. The document discusses Cadbury's positioning in the market and repositioning campaigns in India with slogans like "Kuch khas hai zindagi mein" and "Khaane walon ko khaane ka bahana chahiye".

1. The sweetest
story
ever told… or
heard

2. CON TENT
Compan Brand
y Personali
Overvie ty
Product Brand
Line Essence
Positioni PLC
ng
Repositionin SWOT
g
Brand Research
Equity

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4. COMP AN Y
OVERVIEW
CADBURY IS CURRENTLY THE WORLD’S BIGGEST
CONFECTIONERY COMPANY .
JOHN CADBURY OPENED THIS BUSINESS IN 18 24.
•CADBURY WORK WITH AROUND 35 ,00 0 DIRECT
AND
IT EMPLOYEES AROUND 50, 00 0
EVERY DAY MIL LIO NS OF PEOPLE AROUND THE
WORLD

6. CAD BURY I N
CADBURY BEGAN ITS OPERATIONS IN 1948
COMPANY HAVE FIVE COMPANY-OWNED MANUFACTURING UNIT
IT HAS A MARKET SHARE OF 70%.
GROWTH RATES OF 11.5%
CONSUMPTION PATTERN

7. PR ODUC T
CHOCOLATES - CADBURY DAIRY
MILK, 5 STAR, PERK, ÉCLAIRS,
CELEBRATIONS, TEMPTATIONS,
GEMS
BEVERAGES - BOURNVITA
MEDICATED CANDY - HALLS
GUMS - BUBBALOO
SNA CKS -

8. PRODUCT
LINE

9. POSITIONIN
G
DAIR Y
CADB UR Y
CADB UR Y

10. RE PO SI TI ONIN
Eg. Cadbury Eg. Bournvita
Snack
Eg. Cadbury Dairy
Milk

11. REPOSITIONIN
G
Campaign
1
“Kuch khas hai zindagi mein kya swaad hai
zindagi ka”
Campaign
2
“Khaane walon ko khaane ka bahana
chahiye”
Campaign
3
“Saath rahe har
pal”

12. CAMPAIGN
“KUCH MEETHA HO
JAAYE”

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