Cadbury is a British confectionery company founded in 1824 in Birmingham, England. It has direct operations in over 60 countries and sells products in almost every country worldwide. In India, Cadbury began operations in 1948 by importing chocolates. It uses the marketing mix of product, price, place, and promotion to market its brands such as Dairy Milk, 5Star, Perk, and Celebrations. It promotes its products through television, print media, posters, sponsorships, and celebrity endorsements.

2. introduction
 cadbury is a very old trusted name. it all started in birmingham in
england.
 when johncadbury started his family grocery shop with side business of
cocoa and chocolateproducts in around 1824.
 it is a british confectionery and beverages company. its headquarter is in
london,uk
 cadbury is a leading global confectionery company whith an outstanding
portfolio of chocolate, gum and candy brands. it have direct operations in
over 60 countries, selling products in almost every country around the
world

3. cont…..
 cadubury india is fully owned subsidy of kraft foods inc. the
combination of kraft foods & cadbury creates a global
powerhouse in snakes , confectionery & quick meals.
 in india cadbury began its operation in 1948 by importing
chocolates.
 the corporate office in mumbai.

4. marketing miX
 The tools available to a business to gain the reaction it is
seeking from its target market in relation to its marketing
objectives.
 It is the generally accepted as the use and specification of the
“four p’s” describing the strategic position of a product in the
marketplace.

6. 1.product
 cadbury world operates in a service industry & is almost unique in
being owned by a major manufacturer.
 Its Product category is…
1. Chocolates
2. Snacks
3. Malted Foods
4. Cocoa powder
5. Drinking Chocolate

7. Chocolates
 Diary milk
• The story of Cadbury Diary milk started was back in 1905 at
BOURNVILLE,UK but in india it began in 1948.
• Recently Cadbury Diary milk desert was launched to cater to the
urgue for‘Something sweeet after meal’.
 5star
• A leading knight in the Cadbury portfolio & the second largest
after diary milk market share of 14%
• Cadbury 5star & 5star crunchy isa n extremly success brand in the
market.
 Perk
• It launched ita new offering Cadbury Perk in 1996.
• Cadbury Perk minis was launched in 2003 for just Rs2/-

8.  Cadbury Celebration
• It was aimed at replacing traditional gifting option like Mithai &
Dry-fruits.
• It has become a popular brand on ocassion such as Diwali, Rakhi.
 Eclairs
• It was first discovered by local confectionary firmin
Lodon,England in 1960,the firm become part of Cadbury in1971
& marking it second largest brand in the company.
• In 2006 Cadbury launched a crunchy Éclair with hard Caramel.
• Today this Éclair has become choclairs.

9. Snack
 Cadbury Bytes
• It was launched in 2004-05.
• It’s available in the market regular,Coffee,Strawbery,at
two price point-RS 5 & 10/-
Malted food
 Bournvita
• In the malted healthy category Cadbury has strong in
Bournvita.
• It was incorporated in India on july 19th 1948 as a Pvt Ltd.
Co.
• It is among the oldest brand in malt based food.

10. Cocoa powder & Drinking chocolates
 Food dinks are also offered by the company which are drinking
chocolate & cadbury’s cocoa powder
 It has also soft drink like-Canada dry & crush.

12. 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.

14. 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 attraction, cinemas etc.) as
well as the price recommended selling price(rsp) for
merchandise and confectionery.

15. 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.

16. 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.

19. 4.promotion
 promotion of cadbury World to various target audiences is a vital
part of the management function.
 television
 the print media
 posters
 sponcership

24. some tag lines by cadbury
 in 1998,‘khaane waalon ko khaane ka bahana chhayie’.
 in 2004, the ‘kuch meetha ho jaaye’, ‘pappu paas ho gaya’, ‘miss
palampur’.
 in the year 2010, the‘shubh aarambh’.
 for cadbury gems‘no ummer for lalach’.

25. cadbury celebritions
 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
followed by gifting a box of celebrations.

26. contd…
 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 tag line ‘aisi mithas jo
dosti banaye khas’.
 in 2009,‘is diwali aap kisse khush karenge?’.

27. other promotional techniQues
 visicoolers
 jars
 presence in amusement parks