This document provides a history and overview of Cadbury, including: - Cadbury was founded in 1824 in Birmingham, England and began as a grocery store selling tea and drinking chocolate. - Cadbury began operations in India in 1948 by importing chocolates and has since expanded manufacturing facilities across India. - Cadbury uses effective marketing strategies like celebrity endorsements and memorable advertisements to maintain its leadership position in the Indian chocolate market. - Advertising plays a key role in Cadbury's success by creating relatable messages that increase brand awareness and match consumer needs and thinking patterns.

1. Presented by :-
Divya Singh Rajput
(MBA, II Sem)

2. CONTENTS
• History of Cadbury
• Origin of Cadbury
• Cadbury in India
• Management Personalities of Cadbury in India
• Finance
• Marketing
• Role in Indian Economy
• Indian Chocolate Market
• Advertisement Stretagy

3. History of Cadbury

4. History of Cadbury
1824
John Cadbury began
selling tea, coffee, and
drinking chocolate
1824
1897
1897
The first Cadbury solid
chocolate bar is sold.
1905
1905
Dairy Milk brand appears
for the first time
1948
1948
Cadbury began its operations in
India by importing Chocolates
1969 1993
2009 2013
1969
Cadbury buys drink maker Schweppes to
become Cadbury-Schweppes
2009
Acquisition by Kraft Foods:
£11.5 billion (US$18.9 billion)
indicative takeover bid for
Cadbury
2012
The confectionery business
of Kraft became Mondelēz
International, of which
Cadbury is a subsidiary.
2012-13
Cadbury India profit slows
to six year low PAT growth
2.2% under the new parent
Mondelez International.
2008
Cadbury Schweppes demerger
took with the drinks business
becoming Dr. Pepper Snapple
Group Inc.
1993
Cadbury opened the world's largest and
most advanced chilled warehouse in
Minworth, Birmingham
2012
4
2008

5. Origin of Cadbury
o Cadbury was founded almost 200 years
ago. Headquarters in Uxbridge, England.
o Cadbury was the brain child of John
Cadbury
o Started in form of grocery business in
Birmingham in 1824
o In 1853, Cadbury became the confectioner
to the British Crown.
o In 1860, Richard and George took
command and expand it further.
o Today Cadbury operate Globally

6. o In 1866 , an innovative processing technique was
introduced ‘Cadbury cocoa essence', the UK's
first unadulterated cocoa.
o In 1875 first milk chocolate bar
o In 1879 Bournville 'the factory in a garden' was
born
o In 1897 Cadbury milk chocolate was launched
o In 1900 Early outdoor and press advertising
o In 1905 Cadbury dairy milk was launched
o In 1905 First Cadbury logo commissioned
o In 1908 Bournville chocolate was launched
o In 1915 Milk tray was launched

7. o In 1919 Cadbury purchased Fry's
o In 1920 Cadbury dairy milk went purple
o In 1921 Cadbury first script logo came
o In 1928 the ‘Glass and a half' symbol was
introduced
o In 1939 King George VI and Queen Elizabeth
visited bournville
o In 1939 Second World War began
o In 1945 Post war expansion
o In 1955 first Cadbury TV advert
o In 1969 Cadbury merged with Schweppes
o In 1970 a decade of sales growth

8. o In 1989 Inspirations was launched
o In 1990 Cadbury world opened
o In 2003 Cadbury Schweppes bought Adams
and became the world's leading confectionery
company
o In 2007 the Gorilla advert premiers
o In 2008 Cadbury and Schweppes demerged
o In 2009 Cadbury dairy milk became Fair-trade
o In 2012 Chocolate centre of excellence
opened in bournville

9. Cadbury in India
o Cadbury began its operations in India on 19 July, 1948 by
importing chocolates.
o Now it has
o The corporate Head office is in Mumbai (Cadbury House).
o For over two decades, Cadbury has worked with the Kerala
Agricultural University to undertake cocoa research.
o Currently, Cadbury India operates in five categories – Chocolate
confectionery, Beverages, Biscuits, Gum and Candy.
Manufacturing Facilities Sales Offices
Thane New Delhi
Induri (Pune) Mumbai
Malanpur (Gwalior) Kolkata
Hydrabad Channai
Banglore
Baddi (Himachal Pradesh)

10. • It is the market leader in the chocolate confectionery
business with a market share of over 70%.
• On 21 April 2014, Cadbury India changed its name to
Mondelez India Foods Limited.
• Some of the key brands are Cadbury Dairy Milk, Bournvita,
5 Star, Perk, Bournville, Celebrations, Gems, Halls, Eclairs,
Bubbaloo, Tang and Oreo.
Cadbury in India

11. Management - Cadbury
DESIGNATION NAME DESIGNATION NAME
Chairman/ Chair
Person
C Y Pal Managing Director Manu Anand
Non Executive
Director
Harsh Mariwala Non Executive
Director
Radhakrishnan Menon
Non Executive
Director
Suresh Talwar Executive Director Atul Bhatia
Executive Director V Chandramouli Executive Director Rajesh Garg
Executive Director Jaiboy Philips Executive Director Rajesh Ramanathan
Executive Director Sunil Sethi Executive Director Narayan Sundararaman

12. Finance
o Shares Subdivided on 22.03.1976
 13,60,905 bonus shares issued in prop.10.50:1 (28.04.1977)
 9,93,677 Total shares issued (prem. Rs 1 per shares)
 1,43,677 shares reserved for allotment to resident Indian directors their friends and
employees.
 8,50,000 shares offered to the public.
o IPO was offer at Market Price of Rs 491.40 (Cadbury India is not
traded on BSE & NSE in the last 30 days)
o Financial Ratios-
PARTICULAR 2009 2008 2007 2006 2005
Current Ratio 1.04 1.12 0.61 0.61 0.85
Quick ratio 0.68 0.79 0.22 0.20 0.38
DE Ratio 0.02 0.09 0.02 0.03 0.02
Long Term DE Ratio 0.02 0.02 0.02 0.02 0.02

13. Advertisement

14. Marketing
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/ Slogan –
“ Kuch Meetha Ho Jaye”, “Shubh Aarambh” , “Aaj Pehli Tarikh Hai” , “Pappu Pass
Ho Gaya” and “Have You Felt The Silk Lately”
The main being “ Kuch Meetha Ho Jaye”

15. SWOT Analysis
Strengths
• Number 1 chocolate brand in the world with lot of variants like Fruit & Nut, Crackle
and Roast Almond, Eclairs
• Celebrity brand ambassadors
• Excellent advertising, reach and accessibility
• High brand loyalty
• Top of the Mind Brand
Weaknesses
• Food products have a limited shelf life
• Marred by scandal few years back
Opportunities
• Untapped rural markets
• Better product packaging and preservation
• Leverage Cadburys successful brand
• Sugarfree category
Threats
• Other branded and local chocolate manufacturers
• Sweets as substitutes

16. STP
Placement and Distribution -
Cadbury has a superb distribution strategy in place and like all FMCG
companies, it uses the strategy of breaking the bulk. Distributing to
200 countries with a variety of more than 40 variants is not a small
feat. And Cadbury has been achieving the same for the past many
years. It is known to have one of the best FMCG distribution
channels in India.
Company >> C&F agent >> Distributors >> Retailers >> Consumers
Segment People looking to have a chocolate which is high in quality and
moderately priced
Target Group All age groups, Lower, Middle and Upper class people
Positioning Something sweet after meals

17. BCG Matrix
Some product categories of Cadbury are stars while others are question mark or cash
cows.
• Chocolates are stars 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 question mark 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.
• 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.

18. Contribution in Economy
TOI, (Aug 23, 2014, 12.27 AM)
Mondelez, which has invested $400 million in the country over the last
four years, expects India to continue growing at double-digits, thus
incrementally improving its contribution to global revenues over a
period of time. The Indian subsidiary, which recently adopted the
name Mondelez India Foods from Cadbury India, currently
contributes 3% to global revenues and is among the top three markets
for Mondelez in the Asia- Pacific.

19. Indian Chocolate Market
• India is the world's fastest growing market for chocolates.
• Registering 15% annual growth between 2008 and 2012.
• The Indian chocolate market is worth around Rs 5,562 crore.
• 400 Kgs of chocolate consumption in India per minutes.
• Low priced unit packs, increased distribution reach and new product launches can be
said to have fuelled this growth.
India chocolate
industry will be
growing at the CAGR
23% by volume
between the years
2013-2018 and reach
at 3,41,609 Tons.

20. Three Identities
Cadbury India
Version I
Cadbury India
Version II
Mondelez India
Time Period 1948-2010 Feb 2010-Oct 2012 Since Oct 2012
Parent Cadbury Plc Kraft Foods Mondelez International
(arm of Kraft Foods)
Product Category Chocolates, Beverages, Confectionery Chocolates, Biscuits, beverages,
gum & candy
Top 5 Brands Cadbury Dairy Milk, 5 Stars, Bournvita,
Gems & Eclairs
Cadbury Dairy Milk & Silk,
Bournvita, 5 Star, Oreo,
Choclairs
CEO Anand Kripalu Manu Anand
Market Strategy Maintaining Leadership Build a snacks powerhouse

21. Does advertising plays a helping role in improving
market conditions of Cadbury ?
Yes, advertising does play a main role in uplifting the market
profits of the company.
Basically it depends upon the way the public thinks and match
their way of thinking and needs.
2/3rd of benefit is due to the Company contribution rest 1/3rd
depends upon the environmental factors.
For every occasion there are different different ads which
helps in uplifting the products.

22. ADVERTISING STRATEGY
KUCH
MEETHA HO
JAYE
KHANE WALO KO
KHANE KA
BAHANA
CHAHIYE
SHUBH
ARAMBH
PAPPU pass
HOGAYA
PEHLI
TARIK HAI

23. THANK YOU