Cadbury's mission is to promise quality and continuous improvement, while its vision focuses on creating beloved brands. The brand uses a family architecture with classic sub-brands and maintains strong brand equity through emotional appeal, especially in the Indian market. Despite facing competition, Cadbury's diverse product lineup positions it well for growth in the chocolate confectionery sector.

2. CADBURY’S
COMMUNICATION
 Mission – Cadbury means quality;
this is our promise. Our reputation is
built upon quality; our commitment
to continuous improvement will
ensure that our promise is delivered
 Vision - Working together to create
brands people love
 Tagline - Real Taste of Life

3. BRAND VALUES
 Corporate values are rational:
Quality and Reputation
 Emotional values:
Cadburyness throughout the product portfolio range

4. BRAND ARCHITECTURE
 Cadbury is an umbrella brand
 The family brand, Cadbury is linked with its famous sub brands, i.e. Cadbury Crème Egg,
Cadbury Roses and Cadbury Flake to name a few

5. BRAND ARCHITECTURE
 The family brand identity is communicated by packaging with the Cadbury corporate
purple colour and the distinctive Cadbury logo
 Incorporates the company’s mission, vision and values, representing them in a way that
is easily understood by consumers

6. SUB BRANDS LINE EXTENSIONS

7. SUB BRANDS & LINE EXTENSIONS
 Cadbury has adopted numerous extension strategies on its core Dairy Milk brand over the
past two decades, and it is clear that due to the intensely competitive nature of the
chocolate confectionery market, those extension strategies are necessary in order to
extend the life of a brand and drive growth in this sector.

8. BCG

9. BCG
 Chocolates are cash cows
as it has large assortments in chocolates worldwide & it is the world’s second
confectionary company having high market share in most of the markets.
 Biscuits & cakes are stars
reason being that it doesn’t have extensive offerings in this product category for the
customers to choose from but the overall demand of biscuits is still positive.

10. BCG
 Beverages business is question mark
although Cadbury’s Bournvita is very popular but their cold chocolates have very
low acceptance in the market & also due to the presence of players like
GlaxoSmithKline, Heinz etc. Cadbury is not able to grab the large chunk of the
market.
 Ice-cream & Deserts business is question mark
that’s because of the fact that other players in the same segment have value for
money products & that too at low price. Like in India Amul being the leader in this
category is eating the business of the players in the market.

15. HENCE
Cadbury has a power house line-up of products. A company might have 1 or 2 cash cows,
but Cadbury has several with the lions share of the market.
They are
 Chocolate business: Dairy milk, Bournville, Five star, Perk, Cadbury eclairs.
 In the biscuits segment is the premium Oreo.
 In beverages there is Bournvita which again is one of the leaders in milk additives.
 Halls as a mouth freshener as well as a remedy during cold is used across India.
Thus, with such a strong line of products, Cadbury is bound to lead the chocolates industry.
Due to its extensive range of products, Cadbury is the leading name of chocolates across
the world and has
presence in all 7 continents or 200 countries of the world.

16. SWOT

17. SWOTStrengths Weakness
Opportunities
Threats
• Consumer Brand
• Strong brand icons
• Strong distribution
• Research and development
• High brand equity
• Problem in differentiating
• Lack of penetration in rural
markets
• Similar association between the
brand and the product.
• Diversification
• Franchising Cadbury brand
• New entrants (Rowntree’s Yorkie)
• Dilution of Investment

18. Cadbury is the biggest
brand name in the
chocolate market both
by volume and value

19. Mass Market Approach
• Older consumers relate to the traditions and heritage of the brand and are more
thoughtful in their purchase decision.
 Younger consumers indulge in impulse buying
 Consumption depends on a balance of rational and emotional responses to the product
TARGETING

20. CADBURY’S
POSITIONING
STATEMENT
 Previous Positioning of Cadbury:
‘Cadbury in every pocket’
 Current Positioning of Cadbury:
‘Real taste of life’

21. GLOBAL
POSITIONING

22.  Cadbury addresses the needs of each and every consumer, from childhood to maturity,
from impulse purchase to family treats. Cadbury designs products to coincide with
Christmas, Easter, Valentine’s, Mother’s and Father’s Day and other calendar landmarks.
 Cadbury use marketing strategies such as the ‘Choose Cadbury’ strategy to encourage a
link between chocolate and these events ensuring there is a Cadbury chocolate product
suitable and available for every occasion. The marketing communications over the years
as well the lovely taste of Cadbury and its consistence have given a fantastic brand
equity to the brand.
GLOBAL POSITIONING

23. INDIAN
POSITIONING

24. INDIAN POSITIONING
 Indian connect – Cadbury is one of the few brands which connects so well with the Indian
diaspora. For Indians, family, friends and love are all important parts of their life.
 Cadbury has always focused on emotional appeals to connect with the Indian audience.

25. CHALLENGES
 Differentiate Cadbury Parent Brand
and Dairy Milk
 Maintain a bridge between desired corporate
brand values and essential warmth, vitality i.e.
fundamental to successful growth
 Ensure kids remain loyal to Cadbury even in
their 40s

26. CONSUMER BEHAVIOUR
 Consumption is similar between boys
and girls
 Young consumers are more likely to
impulse buy and purchase a broader
repertoire of products
 Hence, the branding and marketing
strategies are heavily focused on the
younger audiences

27. COMMUNICATION
STRATEGY
 Communication strategy has moved from
‘meant for kids’ to ‘kids in all of us’ so as
to appeal not to the physical age but the
mental age of the consumer.
 Imposed core chocolate values
embodied in the brand.

28. GLOBAL
BRAND
STRATEGY
 Acquisitions
 Green-field
development
 Local manufacturing

29. FUTURE
LOOKS
LIKE
• Competitively, Cadbury is well positioned
to continue to deliver good growth.
• Increased competition from the combined
Mars-Wrigley or smaller competitors are
looking to encroach on their strong
positions.

30. Aarti Ramakrishnan Iyer
Aishwarya Padmanabhan
Angshuman Bose
Bhanushree Brinda
Forum Gangar
Harsh Punmiya
Krunal Makwana
Manju Pillai