Cadbury India is a subsidiary of Mondelez International based in the U.S. The company was incorporated in India in 1977 under the name Cadbury-Fry India Private Limited and was later renamed Cadbury India Private Limited. Cadbury India manufactures and sells products across five categories - chocolates, beverages, biscuits, candy, and gum. Within these categories, the company offers over 40 stock keeping units with variations in flavors, sizes, and other characteristics. The company employs product differentiation, premium pricing, and promotional activities including advertising, public relations, and events to market its brands.

1. Cadbury India is a subsidiary of Mondelez International
Based in the U.S.A
Company was Incorporated on 19th July as a private limited
company under the name of Cadbury-Fry (India) Private Limited.
- The name of the Company was changed from Cadbury-Fry (India) Pvt.
Ltd., to Cadbury India Pvt. Ltd., on 7th June1977.

3. Product Mix
Chocolates
Beverages
Biscuits
Candy
Gum

4. Chocolates
Beverages
Biscuits
Candy
Gum
Dairymilk
Bournvita
Oreo
Eclairs
Bubaloo
Celebrations
Tang
Bournville
5-Star
Perk
Gems
Toblerone
Halls

5. DairyMilk
Celebration Bournville
5-Star
Perks
Dairy Milk
(plain)
Rich dry fruit Plain
Plain
With glucose In box
packing
Roasted
Almond
Mixed Pack
Hazel nut
Fruit and nut
Share pack
Fruit and nut
Rich Cocoa
Crunchy
Surprise
Crackel
Raisin & Nut
Shots
Almond
Silk(plain)
Silk(fruit And
nut)
Silk(Roasted
almond)
Gems
Toblerone
Milk
chocolate
flavor

6. WIDTH:
The width of a company's product mix pertains to the number of product lines
that a company sells. For eg: if a company has two product lines its product mix
width is two.
Cadbury’s product line width: 5
LENGTH:
Product length pertains to the number of total products or items in a company's
particular product line. For eg: A company may have a product lines and five
brands within the product line, thus the company’s product length would be 5.
We have taken Cadbury’s Chocolates as the product line to study. So for that the
length of that product line is: 7
DEPTH:
Depth of product mix pertains to total no of variations for each product.
Variations can include size, flavor and any other distinguishing characteristics.
Cadbury’s product depth: 44

7. TWIST-lick-DUNK
Available in :
Vanilla
Choco-cream

8. Pricing
•
•
•
•
Rs. 50/- pack
Rs. 5/- pack for 3 biscuits
Rs. 10/- pack for 7 biscuits
Rs. 20/- pack for 14 biscuits

9. Promotion - Advertisement

11. Product
Bourville is made from the finest Ghana cocoa
beans and was launched in 4 variants:Rich Cocoa
Almond
Hazelnut
Raison & Nut

12. Cont.
Available in 2 sizes
80g
40g

13. Cont.
Unique Packaging
Premium packaging
Talks about health benefits

14. Price
Product
Size
Price (INR)
Rich Cocoa
80g
40g
75
30
Almond
80g
40g
80
35
Hazelnut
80g
40g
80
35
Raison & Nut
80g
40g
80
35

15. Cont.
Premium Pricing Strategy
Product-Bundling Pricing Strategy
Cadbury Bournville (Pack of 4) 320g priced at
INR 300

16. Promotion
Advertisement
PR
Events

17. Cont.
Advertisements
Television Ads – 5 crores
Newspapers – 3.80 lakhs
Hoardings – 1 crore
Magazines – 20 lakhs

18. Cont.

19. Cont.
• PR
• Events

20. PRODUCT
 LAUNCHED IN 1948.
 ONE OF THE OLDEST BRAND
IN
MALT-BASED FOOD
CATEGORY.
 CORE VALUES:
• Physical and Mental Fitness.
• Chocolate Taste.
Bournvita Super
Chargers
Bournvita 5star Magic
 VARIETIES:
• Cadbury
Bournvita
Super
Chargers.
• Cadbury Bournvita 5-star Magic.
• Cadbury Bournvita Little Champs.
 MARKET SHARE OF 17%
Bournvita Li’l Champs

21. PRICING
The product falls in the high price band and hence used mostly by the
customers staying in large towns and cities.
It is priced higher than other products in the malt-based food segment like
Boost, Complan, Maltova etc.
The pricing is based on the brand ”CADBURY” known for using the best
quality cocoa for the chocolate flavor and also the nutritional value it provides.
The comparatively higher price does not deter the consumers from buying
the product because of the faith of the customers in the brand.

22. PROMOTION
 TAGLINES IN ADVERTISEMENTS:
-- In 70’s the tagline was ” Goodness that grows with you”.
-- In 80’s the tagline was “Brought up bright, Bournvita right”.
-- In 90’s the tagline was “Tan ki shakti, Man ki shakti”.
-- After 2000, the tagline was “ 2 cups of bournvita for balanced nutrition”.
-- Currently the tagline is “ Do you have Bournvita Confidence? ”
BOURNVITA QUIZ CONTEST.
 BOURNVITA CONFIDENCE ACADEMY.
 ASSOCIATION
TOURNAMENT.
WITH
ALL
INDIA
JUNIOR
BADMINTON