This document provides an overview of the history and operations of Cadbury, a British confectionary company. Some key points: - Cadbury was founded in Birmingham, UK in 1824 by John Cadbury as a grocer initially selling cocoa and drinking chocolate. - It has grown to be the second largest confectionary brand in the world, producing many popular chocolate bars like Dairy Milk and Milk Tray. - Cadbury uses market research and focuses on mass markets worldwide. Its target audience includes people of all ages. - The company has been successful due to its quality products, marketing strategies, and expansion to over 200 countries.

1. Cadbury
BUSINESS ANALYSIS:-
Analysis of today’s second
best Confectionary brand,
that is of course… Cadbury.

2. INTRODUCTION
 Cadbury was found by JOHN CADBURY
and was founded at BIRMINGHAM, U.K. in 1824.It
is a British multinational company owned by
Mondelēz International and is the second largest
confectionary brand of the world.
 The multinational was first nothing but a tea, coffee
and beverage shop in its formation year in 1824.The
Company, today developed itself as one of the most
recognition able company ever. We all know what
Cadbury means and what it represents.

3. A quick History.
 In 1824, John Cadbury opened a grocer’s shop at 93
Bull Street, Birmingham. Among other things, he sold cocoa and drinking
chocolate, which he prepared himself.
 The Cadbury manufacturing business was basically born in 1831, when
John Cadbury decided to start producing on a commercial scale and
bought a four-storey warehouse in nearby Crooked Lane.
 By 1842 John Cadbury was selling no less than 16 varieties of drinking
chocolate and 11 different cocoas! In 1847, the Cadbury brothers'
booming business finally moved into a new, larger factory in Bridge Street
in the center of Birmingham.
 The turning point for the Cadbury business was the introduction
of a new processing technique, resulting in the 1866 launch of ‘
Cadbury Cocoa Essence', the UK's first unadulterated cocoa.
 In 1897, Cadbury added milk to their chocolate bar recipe to make
the first milk chocolate bar.

4. And some more………….
 In June, 1905 Cadbury launched the first ever DAIRY MILK, the name
was suggested by a customer’s daughter and it got stuck. Then in 1920,
the Dairy milk turned purple…
 Meanwhile, the discovery follows with BOURNVILLE COCOA launch in
1906, then BOURNVILLE CHOCOLATE in 1908, FRY’S TURKISH
DELIGHT in 1914, MILK TRAY in 1915…and many more.
 The GLASS AND A HALF symbol was introduced in 1928 and is still in
use. At the first, it was just on Dairy milk but in the recent year it is been
the face of the company.
 In 1939, KING GEORGE VI and QUEEN ELIZABETH had their visit to
BOURNVILLE. On March 1st 1939, 10000 lined the way to welcome the
King and the Queen.
 In 1969, the company merged with SCHWEPPES. The merger happened
after the new Cadbury Chairman, Adrian Cadbury, was approached by his
opposite number, Lord Watkinson. It was all to have a concentration of
effort behind major brands, the ability to give better value to the customer.
But soon demerged as well

5. Facts…
 Cadbury was the first chocolatier to create milk chocolate. In 1857, Daniel
Peter, a Swiss Manufacturer, added milk to his recipe to create the world’s
first milk chocolate. However, the first Cadbury milk chocolate bar didn’t
hit shelves until 1897.
 Cadbury’s Dairy Milk is without doubt one of the most successful products
from the brand. It’s so successful that 350 million bars are sold every year
– that’s almost a million per day!
 You don’t have to feel guilty when biting into a delicious bar of Cadbury’s
chocolate, as they became fair trade certified back in 2008, as they
increased the amount of fair trade cocoa sourced from West Africa.
 Cadbury were the official cocoa and chocolate makers for Queen Victoria,
as John Cadbury and his brother were given the first Royal Warrant by
Her Majesty in 1854.
 During the Second World War, Cadbury was forced to remove Dairy Milk
from shelves, as the government banned manufacturers
from using fresh milk. Instead, Cadbury produced Ration chocolate
that was made with dried skimmed milk powder.

6. Their Target audience…
 The Target Market:-
 The company simply believes that Marketing strategies and ways
should be meant to satisfy the customers and match product
availability targeting the MASS MARKET.
 The company; in reference to market, focuses
on its certain objectives they think is essential
to deal with. They are:-
 1. To make lots of chocolates
 2. To improve the quality of their chocolate
 3. To survive in the market
 4. Have loads of stores worldwide.

7.  The multinational focuses on the needs of
customers and that it why it keeps on making
different needs according to the people and the
place and keeps on surviving the market.
 The company, as usual is successful in maintaining
the quality of products to its customers and also is
amazingly successful in terms of economy.
 CADBURY’s Market is nothing but it targets all the
people and has its lovers worldwide. From children
to adults, all the way to elderly, everyone love to
have it. Inspite only of eating, it is also used as a gift
to loved and respected one’s, sweets on occasions
etc..
 They don’t only sell chocolates but has wafers,
beverages, cakes, energy drinks, bags, boxes and
also tin cans filled with its worldwide loved taste…

8. The Marketing Mix-
PRODUCT
 The company possesses an attractive brand name with a variety of
slogans used in different parts of the world. For instance:- In India, people
love to have Cadbury, not only because of the BRAND LOYALTY but also
because of the BRAND IMAGE that Cadbury developed on its own.
 People like it on occasions, most probably because of the attractive
product packaging with different slogan accordingly; the packaging also
includes the ingredients with its nutrition information clearly mentioned .It
comes in a 3 layered packaging with the actual information-giving pack ,
followed by a paper packaging and a golden covering; great way to
protect a product. As far as the quality is concerned, the chocolate is
made from the best cocoa in Ghana and then distributed to the entire
world and also, after the chocolates are produced they are made to
undergo several quality checks ; the reason why it has a great quality.
 The product has only one extension strategy, that is none other than
making more and more products.
 Their product is basically made from REAL CHOCOLATE. There is a
GLASS and HALF FULL of CREAM dairy milk in every 200 gram of a
Cadbury chocolate.

9. Packaging
example of
Cadbury…

10. One of the most important part of the Product is its life cycle.
THE PRODUCT LIFE CYCLE shows how the products are occupying the
market. The product life cycle proves why Cadbury is the best known
confectionary company with its operators in more than 200 countries;
almost the whole world with its 7 continents of business.
The graph shows that the
company is still in its
Maturity where they have
their highest sales!!!!!!! They
also have intense
competition. No
SATURATION and no
DECLINE yet.

11.  The price charged for a chocolate can easily tell whether it would be purchased
by the customers or not.
 Cadbury said that they have been conducting researches asking people how
much they would be willing to pay for a chocolate on any occasion, birthdays, or
moreover for taste respectively. This means the price also depends on the
DEMANDS and SUPPLY of the product according to the Customers.
 Cadbury uses different Pricing Strategies on different times of the year. For
example:- the company is well aware of India being a ‘Land of Festivals’. They
use their PRICE SKIMMING strategy when they have to introduce a new
product in the market according to the occasions. They set high prices for it
when people (with brand loyalty) buy the products in bulk; for their loved ones.
They give you offers
like ‘buy one get one free-limited till this season
of Diwali’.

12. This was how the Price and Promotion gets mixed; coming
to Promotion-
 The company sponsors the very famous reality quiz show i.e.
KBC-‘KAUN BANEGA CAROREPATI’; an extremely famous
Indian series hosted by the legendry BIG ‘B’ AMITABH
BACHCHAN. The show earns amazingly well with all the fans
of the host along with that of Cadbury. This way they make a
really good public relation with the customers; a way of
Promotion.
 This proves that the company usually is successful in
persuading people to buy the new range of chocolates on
new and different times of the year with new and different
technique of sales ; either with new slogans or attractive
pricing in their advertisements .

14. This is how Cadbury
developed public
relations with people as
a way of promotion.
They ask you to buy their
product and get your own
pictured mug.
Promotion offers either to clear the
stock or to increase their sale.

15. One of the most common way of
promotion , asking people to buy
their product and try their luck.
The company seems
extremely good in
PROMOTIONAL offers as it
follows the way everyone
love, like they ask you to
express your love on Father’s
day or Valentine’s day or on
Friend ship’s day by writing it
on their special Dairy Milk
chocolates.

16.  Cadbury follows the following
channel of distribution :-
Producers
• The Company produces its products in Bermingham in Bourneville.
• Now the Cadbury Chocolates are sold directly to the Wholesalers.
Wholesalers
• The Wholesalers take the stock and store it; here the consumers can also
buy the product in bulk.
• Cadbury has over 2100 retailers in over 200 countries
Retailers
• The Retailers can also be called the shopkeepers from whom we buy the
products from.They have a minimun supply of it and can buy more from the
wholesalers.
• The multinational has over 450000 retailers to sell its product to the
consumers.
The Retailers sell their product to the Consumers or the Customers that is
US!!!Cadbury has a base of over 65 million consumers.

17. Take a Break…Enjoy!!!

18. Its Research…
 The multinational actually conducts both; Primary and Secondary
Research. Here is a detailed explanation:-
 PRIMARY RESEARCH:-This is the way in which a company does its
own confidential work in order to be different; in this method ,as for
Cadbury- they cannot use Secondary data because its competitors ,
like Hershey’s and Mars may be using the same. Well, this all means
that the company for some certain products, spent its own money
and time to have its own private information so as to keep going in
the market by knowing what the consumers actually want and need.
 SECONDARY RESEARCH:-The company uses secondary data
often in fields which usually are most common; like chocolate with
peanuts- to know that do people like it or notAs far as the Secondary
Research of Cadbury is concerned it cannot usually use this method
because of thinking LATERALLY and not MEE-TOO-APPROACH.
 Cadbury may have conducted Secondary Research for common
chocolate products; but for a wide range of its worldwide products it
prefers its own confidential data that is Primary data ; most suitable
for CADBURY…

19. Competitors The company heading Confectionary is actually not heading the field.
Within chocolates Cadbury ranks 4th in the world with its competitors
ranking:-
 1st Nestle
 2nd M ‘n’ M mars ( now popular as Master Foods )
 3rd Hershey.
 Cadbury has a competitive advantage that it is a British company and
so has a large business in Canada and Europe as well as Australia. It
ranks second there with competitor Wrigley’s on rank 1…
 It may have many other competitors, or say juniors in Confectionary
but is marvelously successful in beating them up and inscripting its
name as WINNER!!!
 The company just needs to take advantages of the places where
Cadbury is not highly liked; they just need to carry on their
superlative sense of Marketing, analyze the market and may also
have to carry out research. This may be a risk, but again this is what
business all about.

20. Product or Market Orientated???
 We believe of Cadbury being the both; it is , on
one hand, Product orientated because it keeps on
making products that are luckily liked by
consumers because of its amazing quality.
 On the other hand we as well believe
of it being Market Orientated because of the
research it conducts that helps it to match the
customers need and wishes and top the field.

21. The strategy it follows…
 Lateral thinking or Mee-too-approach ???
According to our opinion, Cadbury is truly an OUT
OF BOX thinker… We base our opinion on facts as
the first ever milk chocolate bar was made by
Cadbury.
As far as other products are concerned,
Cadbury they are ranking one by coming up with new
ideas like the ROSES, EASTER EGG
and also the CELEBERATIONS.

22. Conclusion…
 They can also risk entering the market of other countries like Asia Pacific so as to
increase their market globally. Doing so would surely help the company to be the
BEST SELLER OF 2015; the position the earned in 2014.
 But still, till the date the company is successful in maintaining a good relationship with
its competitors along with a good position in the market.
 The Cadbury business, most probably to be believed as a Family Business was first
discovered by JOHN CADBURY and then inherited by RICHARD and GEORGE
CADBURY; is one of the most living company with its proud owners today.
 It still has a long way to go ; not just a fight with its competitors but fulfilling the
demands of its customers and supplying them with what satisfies them the most
customers are expecting more from the company hoping many more enthralling
discoveries to be made .

23. By:-
Cherlyn Dhanjal…
Its not just a chocolate; its
Cadbury…