Cadbury is a subsidiary of Kraft Foods that produces confectionery products. It was founded in Birmingham, UK in 1824 and currently has over 70,000 employees worldwide. The company generates billions in annual revenue. Cadbury's core purpose is to make delicious products that consumers can feel good about. The company has a variety of candy bars, chocolates, biscuits, drinks and other snacks. It uses various strategies like focusing on quality, innovation, and competitive pricing to market its products globally and compete with other major confectionery companies like Nestle, Mars and Hershey.

2. INTRODUCTION OF
ORGANIZATION

3. About Cadbury
Type
Subsidiary of Kraft
Foods
Industry
Confectionery
Founded
Birmingham, UK (1824)
Headquarters
Cadbury
House, London, United
Kingdom
Products
See list of Cadbury
products
Revenue
£5,384 million (2008)
Operating income
£388 million (2008)
Net income
£364 million (2008)
Employees
71,657 (2008)
Parent
Kraft Foods
Website
Cadbury.co.uk

4. Cadbury India is a fully owned subsidy of Kraft Foods
Inc. The combination of Kraft Foods and Cadbury creates
a global powerhouse in snacks, confectionery and quick
meals.
With annual revenues of approximately $50 billion, the
combined company is the world's second largest food
company, making delicious products for billions of
consumers in more than 160 countries. We employ
approximately 140,000 people and have operations in more
than 70 countries.
Our core purpose "make today delicious" captures the
spirit of what we are trying to achieve as a business. We
make delicious foods you can feel good about. Whether
watching your weight or preparing to celebrate, grabbing
a quick bite or sitting down to family night, we pour our

5. vision
The Barrow Cadbury
Trust‟s vision is of a
peaceful, equitable
society, free from
discrimination and based
on the principle of social

6. mission
"Cadbury‟s mission statement
says simply: „Cadbury means
quality‟; this is our promise.
Our reputation is built upon
quality; our commitment to
continuous improvement will
ensure that our promise is

7. objective
• to make lots of chocolate.
•improve the quality of their
chocolate.
•To Survive in the market.
•Have loads of stores worldwide

8. to be an ongoing company.
Achieve revenue growth of 20%
per year
Increase earnings by 15% annually
Increase dividends per share by
7% per year

10. Cadbury's as we know it today started from
humble beginnings in Bull Street, Birmingham. A
shop was opened by John Cadbury in 1824. It did
not start as a confectionery shop but sold tea and
coffee and home made drinking chocolate or cocoa
which he made himself for his customers.
John Cadbury moved into the manufacturing of
drinking chocolate and cocoa. By the early 1840's
Cadbury operated from a factory in Bridge Street
and went into partnership with his brother
Benjamin. 'Cadbury Brothers of Birmingham'

11. Cadbury's received a Royal Warrant in 1854 as
manufacturers of chocolate for Queen Victoria.
Cadbury's moved on to become a limited company
and after the death of Richard Cadbury the sons
of the two brothers joined the firm headed by
George Cadbury. This was very much a family
business in every sense of the word.
In 1969 the Cadbury Group merged with
Schweppes. Cadbury Schweppes Plc is a leader in
confectionery and soft drinks both in the UK and
abroad. With factories all over the world and a
host of well known brand names it has become a
household name in many countries.

12. Introduction
of members

13. CEO
Todd Stitzer
CHAIRMAN OF THE BOARD
Roger Carr
DIRECTORS
Raymond Viault, Ellen Marram , Sanjiv
Ahuja, Guy Elliott, Chris Patten, Colin Day,
Wolfgang Berndt, Baroness Hogg

14. CEO
CHAIRMAN
OF THE
BOARD
DIRECTORS
SALES
CFO
HUMAN
RESOURCES
LEGAL AND
SECRETARY
SCIENCE
AND
TECHNOLOGY

15. INTRODUCTION
OF DEPARTMENT

16. There are many different functional
departments all created to help the company
in its organizational methods. There are
many different departments involved with
Cadbury's.
•Marketing and Sales
• Finance
• Administration and IT support
• Operations
• Research and Development
• Production
• Customer Services
• Human Resources

17. MARKETING
DEPARTMENT

18. •Marketing activities and strategies result in
making products available that satisfy customers.
•Focus on what the customer wants is essential to
successful marketing efforts. This customerorientation must also be balanced with the
company's objective of maintaining a profitable
volume of sales in order for the company to
continue to do business.
•Providing the features and quality customers
want is a critical first step in marketing and is
important for CS, so that the marketing
department can meet the objectives of Cadbury.

19. PRODUCTS OF
CADBURY

20. Cadbury Freddo
CADBURY
FREDDO
BARS
CADBURY
CURLY WURLY
CADBURY
BRUNCH
Chocolate's
more fun when
it's frogshaped.
Imagine a
chewy
caramel
ladder. Now
drape it in
thick milk
chocolate.
Cadbury
Brunch Bar is a
favourite with
consumers.
CADBURY
SNACK
Cadbury Snack
has a strong
heritage in the
Irish Market.

21. cakes and biscuits
CADBURY
CADBURY
CELEBRATION CAKE DIGESTIVE
WITH BUTTONS
BISCUITS
CADBURY
FINGERS
CADBURY CAKE
FUDGE BITES
CADBURY
CAKE BARS
CADBURY MINI
ROLLS
CADBURY HALF COATED
MINI ANIMAL
BISCUITS

22. BOXES, BAGS AND
TINS
CADBURY
BUTTONS
CADBURY HEROES
CADBURY
DAIRY MILK
TASTERS
CADBURY MILK
TRAY
CADBURY KOKO

23. DRINKS
CADBURY HOT
CHOC CHUNKS
CADBURY
DRINKING
CHOCOLATE
CADBURY
HIGHLIGHTS
CADBURY HOT
CHOCOLATE
INSTANT
BOURNVILL
E COCOA

24. ICECREAM AND DESSERTS
CADBURY
TWIN POTS
FLAKE
FLAKE 99
CONE
ADBURY
CHOCOLATE
MOUSSE
CDM STICK
CADBURY
CHOCOLATE
TRIFLE

25. STRATEGIES OF
CADBURY

26. Product strategy
We have the competitive advantage that is our
quality. It is recognized throughout the world and
our product is a convenience product.
Promotion strategy:
We can distinguish ourselves from the
competitors on the following criteria:
Important: as we are the first one launching nuts
coated with chocolate .and due to winter season it
will serve as a good product to our target market.
Communicable: yes the difference is communicable
to the buyers through our advertisements on TV
and billboards.

27. Affordable: as the result of a survey the prices
set are economical.
Positioning strategy:
More for the same: As we are offering the same
quality same taste at a economy price.
Brand strategy:
We will position our brand at its attributes that is
its innovative ingredient and good taste. And
strong beliefs and values as Cadbury‟s have many
loyal customers. The product name is Enticing
Treats means a mouth watering treat which is
simply irresistible
The brand is licensed and is a international brand.

28. Pricing strategy
Our pricing strategies are as follows
Weight
Prices
20gm pack,
50 gm Pack,
150 gm Pack,
350 gm Tin,
500 gm Tin,
Rs.10
Rs.30
Rs.90
Rs.175
Rs.350
And it is concluded from the survey that
customers by looking this price chart have
accepted the prices and called it as an

29. 4 Ps OF
CADBURY

30. 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. 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.

31. Product
My product is a re-launch of Cadbury dairy milk.
Cadbury dairy milk is made from real
chocolate. Its ingredients include cocoa butter
and there is a glass and half full cream dairy milk
in every 200 grams of Cadbury dairy milk
chocolate, Cadbury buys 65 million litres of fresh
milk each year to make Cadbury dairy milk
chocolate.
Price
Price is an important element of the marketing
mix. The price charged for a chocolate bar can
determine whether a consumer will buy it and the
level of sales achieved can determine whether or

32. Promotion
The purpose of promotion is to communicate
directly with potential or existing customers, in
order to encourage them to purchase dairy milk
and recommend it to others.

33. SWOT
ANALYSIS OF
CADBURY

34. Strengths
• Maintain a stable growth of a company,
• With its brand name, Cadbury could
counterattack the competitors.
• Keep up with the financial strength by
increasing its sales and profit.
• Acquisition rules in UK, reduce its dependence
on the UK market.
• Overall, Cadbury has been successful through
the new products (development) it has to offer.

35. WEAKNESSES
•Weak position in the US market.
•Lack of distribution network.
•Total French production of chocolate bars and
confectionary has slowed down in more recent
years, partly due to the economic slump.
•Consumption of chocolate products, fall in
demand due to the gloomy economic situation.
•Sales of milk chocolate bars, which account for
24 per cent by volume of total sales of chocolate
bars, decreased by 3.7 per cent.

36. Opportunities
•Through its confectionary product line, to build
viable positions in prioritized markets.
•Cadbury has other opportunities to have market
development in Russia and China.
•This company is also at the same time
distributing its products via the internet –
Develop Gourmet Line.
•Besides developing the “Low Calorie” line of
chocolates and sweets, they also offer the “Sugar
Free” sweets line.
•Therefore in order to get the product into a new
foreign market, France, Cadbury would have good
opportunities in store for them.

37. Threats
•The company should take note of the changes in
the consumer‟s buying trend.
•price wars would occur between its competitors
like Mars, Hershey and Nestle.
•There would be seasonal sales slumps all year round
which will reflect to an increase in cost of the raw
materials needed.
•Cadbury would then have to be prepared for
growth of small local gourmet chocolates and
regional candy manufacturers.
•Also to be aware of the cost of packaging
materials as it has increased over time.
•Increase Marketing and Promotion globally by
marketing products in emerging markets.

38. SEGMENTATION
OF
CADBURY

39. GEOGRAPHIC
SEGMENT
DEMOGRAPHIC
SEGMENT
BEHAVIORAL
SEGMENT
PSYCHOGRAPHIC
SEGMENT
GEOGRAPHIC
REGION:Chocolates are
everybody‟s favourate so
there is no limit of region ,
it is used all over the
world.
COUNTRIES: Perhapes
categorized by size ,
development and
membership of geographic
region.
CLIMATE: Northern n
southern.

40. DEMOGRAPHIC
AGE: 5-60
GENDER: Male/Female
FAMILY LIFE CYCLE:
Young, Single, Married,
Older
INCOME: As concluded
from the survey that
our prices are
economical so everyone
can afford it.
EDUCATION: Grade
school or less, some
high school, high school
graduate, college
PSYCHOGRAPHIC
Attitude towards the
product: the attitude
towards our product is
positive as people are very
in trusted in our new
product.
Life Style: Thoseare
willing to experiment with
alternateproducts in place
of conventional food items,
as the universe of
chocolateconsumption is
changing from occasion led
to more casual

41. BEHAVIORAL
Occasions:-We are
targeting special
occasions like New Years
Eve and Valentines Day .
Eid etc.
Benefits: - We are
providing good quality
product at economical
prices. Keep the
customers fitness in mind
we are providing
chocolate coated with
nuts which will have a low
Usage Rate: The user
rate is heavy in the
behavioral
segmentation of
Cadbury dairy milk.

42. COMPETITORS
OF
CADBURY

43. Within Chocolate, it's interesting that Cadbury is
a very small player outshone by
Nestle,
M&M Mars (now called Master foods)
and
Hershey.
Cadbury is a distant 4th. But, in Canada & Europe,
Cadbury is a huge player - perhaps 2nd. This is
because Cadbury Schweppes is British based and
hence has a much larger presence in Europe,

44. CONCLUSION:
In order for Cadbury to reach the peak of
achievement, the company would have to stress on
the global growth of the product. It can be a risk
to market it in the region France, but with careful
study of the target market segments and its
economic position, it can be an attainment.
Cadbury should also look into other countries like
the Asia Pacific in order to market its products
popular globally. But then again, careful
considerations to look at its major competitors
and to obtain the rules and regulations of a
certain country are equally important.

45. THANKYOU
Presented by:
Vikrant Chauhan