This document summarizes Cadbury's marketing strategy in India. It began operations in India in 1948 and pioneered cocoa cultivation in 1965. Currently it has five manufacturing facilities across India. Cadbury enjoys a 70% value market share, which is the highest of any Cadbury market worldwide. The marketing strategy discusses Cadbury's product line of chocolate bars in various sizes and flavors. It then outlines Cadbury's selling strategy by price points. Finally, it details Cadbury's distribution and sales network across India through wholesalers and retailers, as well as its media and advertising campaigns.

1. Marketing Strategy
Faculty- Mr. Venkat Iyer Renuka Ubale --27

2. 1948
Operation began in India
1965
Pioneered the development of cocoa cultivation in
India

3. • Began its operation in 1948 by importing chocolates and then
re-packing them before distributing it in the Indian market.
• After 62 years, it is having five companies at Thane, Induri
(Pune), Malanpur (Gwalior), Bangalore, Baddi (Himachal
Pradesh) and 4 sales offices in (New Delhi, Mumbai, Kolkata
and Chennai). The corporate office is in Mumbai.
• Currently Cadbury India operates in three sectors viz. Chocolate
Confectionery, Milk Food Drinks and in the Candy category.
• Cadbury enjoys a value market share of over 70% - the highest
Cadbury brand share in the world.

4. MARKETING
STRATEGY

5. 71%
20%
6% 3%
INDIAN CHOCOLATE
MARKET SHARE 2013
CADBURY
NESTLE
FERRERO
OTHERS

7. PRODUCT
STRATEGY

8. CHOCOLATE BAR.
MADE FROM REAL DARK CHOCOLATE.
SIMILAR DESIGN WORLDWIDE.
CONTAINS MORE MILK THAN ANY OTHER CHOCOLATE BAR.
AVAILABLE IN 10.5g, 22g, 95g, 165g & OTHER PREMIUM PACKS
IT HAS LARGER SHELF LIFE THAN SWEETS SO IT’S PREFFERED

9. INGREDIENTS

11. SELLING
STRATEGY

12. WEIGHT (gm) PRICE
10.5 5
22 10
40 20
42 CRACKLE 25
95 50
80 FRUIT & NUT 55
165 90

13. DISTRIBUTION
STRATEGY

14. Business Operations
Five company-owned
manufacturing facilities:
Thane
Induri (Pune)
Malanpur (Gwalior)
Bangalore
Baddi (Himachal Pradesh)
4 sales offices:
New Delhi
Mumbai
Kolkota
Chennai
Corporate/Head office:
Mumbai
THESE
FACTORIES
CHURN OUT
CLOSE TO 8,000
TONNES OF
CHOCOLATE
ANNUALLY

15. WHOLESELLER
RETAILER
 CDM ARE SOLD DIRECTLY TO WHOLESELLER AND RETAILERS.
CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES
2100 DISTRIBUTORS AND 450,000 RETAILERS.

16. MEDIA
STRATEGY

17. 

18. Ad Campaigns &
Evident Cultural Shift

24. THE BIG ‘B’ FACTOR