Cadbury is a British confectionery company and the second largest confectionery brand in the world. It was founded in 1824 when John Cadbury began selling drinking chocolate in Birmingham, England. Cadbury later became known for its Dairy Milk chocolate bar, launched in 1905, which popularized the use of milk in chocolate. Today Cadbury is owned by Mondelēz International and produces iconic brands like Dairy Milk, Creme Egg, and Bournville while seeking to "create brands people love."

1. Names: Kumuthu Ratnnayake

2. INTRODUCTION
• Cadbury is a British multinational confectionery company owned by Mondelēz
International.
• It is the second largest confectionery brand in the world afterWrigley's.
• Cadbury is headquartered in Uxbridge, London.
• Irene Rosenfield is the current Chairman and CEO of Mondelēz International.
• Industry type is – Confectionery

3. HISTORY
• In 1824, John Cadbury began selling tea, coffee, and drinking chocolate in
Birmingham, England.
• From 1831 he moved into the production of a variety of cocoa and drinking
chocolates
• In 1847 John Cadbury became a partner with his brother Benjamin and the
company became known as "Cadbury Brothers”
• John Cadbury's sons Richard and George took over the business in 1861.

4. VISION & MISSION OF CADBURY
VISION
• “Working together to create brands people love”
MISSION
• Cadbury's means quality: this is our promise. Our reputation is built upon quality; our
commitment to continuous improvement will ensure that our promise is delivered.

5. CADBURY PRODUCTS
Dairy Milk
Bournville
Crème Egg Twirl
Boost Cake Bars Sprinkler

6. CADBURY PRODUCTS
Marshmallow Santa
Vampire Mallows
Caramel Biscuits

7. CADBURY DAIRY MILK
Product type Confectionery
Owner Cadbury
Country United Kingdom
Introduced 1905

8. BARS
• The original Dairy Milk bar ("with a glass and a half of fresh milk") was
launched in 1905.
• Variant bars include caramel, "fruit & nut" (a bar with raisins and
almonds),"whole nut" (with hazelnuts) and a bar with a Turkish delight centre.
• Dairy Milk Ritz, a bar with salty Ritz crackers was launched in the United
Kingdom in 2014.

9. VAREITY TYPES OF DAIRY MILK
Dairy Milk Cola
Pretzel Honey Comb
Dairy Milk Whole Nut
Dairy Milk Caramel
Dairy Milk Silk
Dairy Milk Fruit & Nut

10. PRODUCTION
•Dairy Milk is 23 percent cocoa solids.
•It was reformulated in 2006 and again in 2009, with the addition of
palm oil as a replacement for some cocoa butter.
•In August 2009, Cadbury announced it would return to using cocoa
butter instead of palm oil as the formula due to a poor response from
consumers.

11. COMPETITORS
HERSHEY’S
FERRERO ROCHER
Mars
Nestle

12. MARKET SHARE

13. PERCEPTUAL MAP

14. MARKETING STRATEGIES
Released a song named “Zingolo”
A full music video was made incorporating the 60 second ads.
Social media : Facebook page
ADVERTISING CAMPAIGNS
Strong association with milk
“A Glass And A Half Of Full Cream Milk In Every Half Pound"
•2004 - Series of advertisements in UK and Ireland
•2007 - Gorilla
•2008 - Truck
•2009 - Eyebrows
•2010 - Chocolate Charmer
•2011 - Charity Shop
•2012 - Joville campaign
•2014 - Cadbury Silk New Ad / Free the Joy

15. SPONSORSHIPS
•2012 Olympics
•3rd series of Glee
https://www.cadbury.co.uk/

16. SWOT ANALYSIS
STRENGTH
1. Number one chocolate brand in the
world
2.Celebrity brand ambassadors
3.Excellent advertising, reach and
accessibility
4.High brand loyalty
WEAKNESS
1.Food products have a limited shelf life
2.Marred by scandal few years back
3.Their competitors have greater
international experience
OPPORTUNITY
1.Untapped rural markets
2.Better product packaging and preservation
3.Leverage Cadburys successful brand
4. Sugar free category
THREATS
1.Other branded and local
chocolate manufacturers
2.Sweets as substitutes

17. CONCLUSION
• Cadbury is one of the largest firms which produce chocolates products in the world.
• It is a brand which is associated with high levels of quality and customer satisfaction.
• Cadbury Dairy Milk has managed to take a simple chocolate bar and create numerous
associations with it over the years. This includes Dairy Milk Toffee Popcorn, Dairy Milk
Silk etc.
• The prospective customers have changed from kids to adults –including every family
member to celebrate any occasion with Dairy Milk.