Cadbury, a British multinational confectionery company and subsidiary of Mondelēz International, is a market leader in chocolate in India. The company has undergone significant changes, including a name change to Mondelez India Foods Limited and extensive marketing strategies to cater to diverse age groups. Cadbury's focus on high-quality products and innovative branding, alongside its challenge to maintain distinctiveness in the competitive market, positions it for continued growth in the Indian chocolate industry.

1. PRESENTED BY:
LOVELY
SIDDARTH
GURPREET
GURSEVAK
MANPREET
(MBA 1B)
CADBURY
PRESENTED TO:
RAVNEET SANDHU
(ASSISTANT PROFESSOR)

2.  British multinational confectionery company
 Second largest confectionery brand in the world
after Wrigley's.
 Cadbury is headquartered in Uxbridge in Greater
London and operates in more than fifty countries
worldwide.
CADBURY

3. Cadbury India, a subsidiary of
Mondelez International, changed its
name to Mondelez India Foods
Limited on 21 April 2014.
The change in name of Cadbury is in
line with the gradual changeover of
the name of all subsidiaries
of Mondelez International globally,
the company said in a statement.
From now onwards, the new name of
the company will appear on the back
of the products.
CHANGE OF NAME

4. A part of Mondelēz International Inc.
Mondelez India operates in five categories -
chocolate confectionery, beverages, biscuits, gum
& candy.
 In the chocolate confectionery business Cadbury
has maintained its undisputed leadership over the
years.
Some of the key brands as Cadbury Dairy Milk,
Bournvita, 5 Star, Perk, Bournville, Celebrations,
Halls, Choclairs, Tang and Oreo.
ABOUT MONDELEZ INDIA FOODS
LTD

5. Global snacking powerhouse and a spin-off from
Kraft Foods Inc., with 2013 revenue of $35 billion.
Creating delicious moments of joy in 165 countries
World leader in biscuits, chocolate, gum, candy,
coffee and powdered beverages, with billion dollar
brands.
Proud member of the Standard and Poor's 500,
NASDAQ 100 and Dow Jones Sustainability Index.
ABOUT MONDELĒZ INTERNATIONAL
INC

6.  “We strongly believe in delighting our customers by
offering the best quality products possible. Over the years
we have won our customers' hearts, making us the market
leaders in the chocolates category in India.”
Vision :
“Working together to create brands people love. The core
purpose captures the spirit of what we are trying to
achieve as a business. We collaborate and work as teams
to convert products into brands.”
Mission
“A Cadbury in Every Pocket. Cadbury's means quality.”
Our commitment to continuous improvement will ensure
that our promise is delivered.”
AIM

7. 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
7
2008

8.  In 1919 Cadbury merged with J. S. Fry & Sons, resulting in the
integration of well-known brands such as Fry's Chocolate Cream
and Fry's Turkish Delight.
 Schweppes merger (1969)
Cadbury merged with drinks company Schweppes to form Cadbury
Schweppes in 1969. The benefits of the merger were to prove elusive.
 Schweppes demerger
 The demerger took effect on 2 May 2008, with the drinks business
becoming Dr Pepper Snapple Group.
 . CADBURY WAS A CONSTANT CONSTITUENT OF THE FTSE
100 FROM THE INDEX'S 1984 INCEPTION UNTIL THE COMPANY
WAS BOUGHT BY KRAFT FOODS IN 2010.
MERGERS AND DEMERGERS

9. KEY PEOPLE
They guide our company in our
quest to achieve our two goals:
to achieve top-tier financial
performance and make
Mondelez India Foods Limited
a great place to work.

10. MARKETING
• 100 TONS – OF CHOCOLATE ARE
CONSUMED EVERY SECOND.

11. 11
THE 4P’S OF CADBURY MARKETING
Product
Price Place
Promotion

12.  . Cadbury’s offer such product that surpass other companies by
constantly exceeding his expectation, delivering to his door
step additional benefits which he would never have imagined.
The wide variety products offered by the company include:
I. Chocolate & Confectionary
II. Beverages
III. Biscuits
IV. Gum
V. Candy
The product that Cadbury World delivers is “a
memorable, exciting and great day out”.
PRODUCT

13. In India, price is the deciding factor for many marketer’s fate
in the market.
Cadbury has a very convenient prices for all its products.
The strategy used by Cadbury’s is for matching the value that
customer pays to buy the product with the expectation they
have about what the production is worth to them.
Cadbury’s has launched various products which cater to all
customer segments.
PRICE

14. Cadbury dairy milk is produced at the chocolate factory in
Bourneville in Birmingham.
After being produced, it has to undergo all the quality checks
before selling it to the general public.
Cadbury produces chocolate for more than 200 countries so
that they have a chance to enjoy it as well and make profit.
Cadbury’s distribution network has expanded from 1990
distributors last year to 2100 distributors and 4,50,000
retailers.
PLACE

15. Promotion to various target audiences is a vital part of the
management function .
CADBURY uses the following promotional techniques:
o Television
o The print media
o Posters
OTHER PROMOTIONAL
o Visicoolers
o Jars
o Presence in Amusement Parks
PROMOTION

16. ADVERTISEMENT

17. DO YOU REMEMBER THIS???

18. AND THIS????

19. SOME TAG LINES BY CADBURY
In 1998 –”Khaane Waalon ko khaane ka Bahana
Chhayie”.
In 2004, the `Kuch Meetha Ho Jaaye’ , `Pappu Pass
Ho Gaya’ ,’Miss Palampur’ .
In the year 2010, the `Shubh Aarambh’

20.  India has more than 50% of its population below the age of 25
and more than 65% below the age of 35.
 Age Structure:- 0-18 years: 38 % (0.48 billion) Group-I
19-35 years: 27 % (0.34 billion) Group-II
36-65 years: 30 % ( 0.38 billion) Group-III
66 above: 5.3% ( 0.06 billion) Group-IV
 They have separate plan for separate age groups.
 But they targets mainly the first three groups covering 94.7 %
of population.
 Our strategy is purely penetration into Indian chocolate market
MARKETING PLAN – TARGET MARKET

21. CUSTOMER DECISION MAKING PROCESS

22. HR ASPECT
 Organisational changes often referred also as “Organisational
Development” aims to change the organizational thinking, work
practices and people behavior in order to gain a competitive
advantage and survive.
 As in Cadbury, there were also developments that took place in
its organization: changes in strategy, programme, approaches,
acquisition of new companies, and changes in people. These are
all mainly changes in the organizational culture.
 Along with change is the presence of organizational conflicts
which may or may not support an organizations strategy.

23. MANAGING EFFECTIVE CHANGE
Cadbury’s HR managers have anticipated these changes
that will happen in its organization. They understood that
aggressiveness and being adaptable to the environment is
what delivers performance.
They prepared programmes for the people which focuses
on these factors which were implemented before and after
the implementation of the organizational changes. This
would hasten the acceptance of the changes in the
organization.

24. THESE PROGRAMMES ARE:
 Before Organisational Changes
 Managing for Value which recalls the three A’s: Accountable,
Adaptable and Aggressive
 ShareSave : allows the employees with permanent contracts
to invest capitals into the company
 After Organisational Changes
 Working Better Together : Provided more than 50 online
tools for people to undertake in order to work more
collaboratively in a decentralized structure
 Growing Our People : Focused on behaviours and unlocking
the potential of people at different levels of the business
 Passion for People : new scheme of performance
management

25. HOW DOES HR FUNCTIONS SUPPORT THE
BUSINESS STRATEGY AT CADBURY’S?
Having an HR Director on the main board has played an
important role in the company’s success.
HR best support an organization going through change:
(1) As a Strategic practitioner,
(2) As an Administrative expert,
(3) As an Employee champion,
(4) And as a Change agent,

26. CONT…
 In general, HR best supports an organization going through
change by
(a) understanding first what the organization is all about,
(b) understand why there is a need to change, and
(c) what is the desired outcome.
Along the process of change, HR should not be as a dictator but
rather as a guide to the people in order to retain or move the
people to the “personal involvement” of employee cultural
orientation to employment.

27.  Since 1965, Mondelez India Foods Limited has pioneered
and enhanced the development of cocoa cultivation in India.
 For over two decades, Cadbury has worked with the Kerala
Agricultural University to undertake cocoa research and
improve cocoa yields.
 Our cocoa team works with farmers to improve incomes
through best practices in all aspects of cocoa cultivation -
from planting to harvesting.
RESEARCH & DEVELOPMENT

28. SWOT ANALYSIS

29. 1. Largest global confectionery supplier.
2. Market leaders in three sectors: Chocolates(70%),
Confectionery(4%) and food drinks(14%)
3. Low Cost of Production
4. High financial strength.
5. Strong brand name and leader in innovations.
6. Second best manufacturing location throughout
Cadbury Schweppes.
7. Deep penetration
STRENGTHS

30. Poor
technol
ogy in
India
Limited
key
products
“Make in India”
tag once the
economy opens up
wore and imports
rush in.
Lack of
market
penetration
Relativel
y high
Price
Brand
WEAKNESSES

31. 1. Increasing gifts
cultures.
2. Substitute to
“Mithais” with
higher
calories/cholestero
l.
3. Increasing
concept in
departmental
stores.
4. increase in
market shares by
acquisition.
5. Transfer production to
low cost countries where
labour cost and raw
material will be cheap.
6. Introduction of
new products with
low fats
7. Increasing per capita
national income resulting
in higher disposable
income.
OPPORTUNITIES
8.Tremendous scope for
per capita consumption

32. 1.
Globalization
will bring in
better brands
for upper end
of the market.
3. High fats
and calories
may reduce
the demand.
4. Competitive
pressure
5.
Government
Policies
6. Rise in raw
materials cost
- cocoa beans,
dairy products
& Sugar.
THREATS

33. FINANCIAL ASPECT
 For the Financial Year ended 31-12-2013
Sales :Rs.4648 Crore
Gross Profit : Rs. Rs.433 cr
Net Profit : Rs.498 cr
EPS : Rs. 160 / 41 p
 As on 3/12/2013
Share Capital : Rs. 31 cr 06 lakh ( Rs. 10 Paid Up shares)
Reserves : Rs. 1785 Crore 66 lakh
 And the Market Capital was 1504.25 Crore.

34. INCOME STATEMENT

35. POSITION STATEMENT

36. CASH FLOW STATEMENT

37. PRODUCTION

39.  Cadbury India began its operations in India in 1948 by
importing chocolates.
 Incorporated in India on 19 July 1948.
 The corporate head office is in Mumbai and is presently
situated at Pedder Road, Mumbai, under the name of
"Cadbury House".
 It now has 6 manufacturing facilities at Thane, Bengaluru,
Hyderabad, Induri (Pune), Malanpur (Gwalior) and Baddi
(Himachal Pradesh).
 Mondelez has 4 sales offices in New Delhi, Mumbai,
Kolkata and Chennai and
OPERATIONS IN INDIA

41.  Our flagship brand Cadbury Dairy Milk (CDM) is
considered the "Gold Standard" for chocolates – its pure
taste of defines the chocolate taste for the Indian consumer.
 Ranked 4TH amongst India’s Most Admired Companies by
Fortune India in 2013
 Mondelēz International is the world's largest chocolatier,
biscuit baker and candy maker, and the second-largest
maker of gum.
TITLES AND RECOGNITIONS

42. won 9 awards at the Emvies for its campaigns.
Bagged 8 prestigious awards at OMA hosted by POPAI
Bournvita has been voted among the top 2 brands in its
category “Hot Beverages” at the Buzziest Brands of the Year
poll.
Oreo has been awarded the Content Marketing Brand of the
Year.
Cadbury Bournvita and Bournvita L'il Champs recognized
as the "Most Popular Health Drink".
 Dupont Award on Innovative packaging.
Best Suppliers awards at the Spencer's Best Supplier Awards
AWARDS IN 2014

43. Recent news

44. In a busy world where
emotions are forgotten
and people have less
time for their near and
dear ones, Cadbury
Glow aims to empower
people with a
thoughtful gift to show
how much they care.
CADBURY GLOW

45. Mondelez announced the launch of its luxury chocolate
gift - Cadbury Glow on August 27, 2014.
Cadbury Glow is the new luxury gifting brand from
Mondelēz International and is being introduced first in
India.
Cadbury Glow represents the ideal expression of
love and emotions for the special people in one’s
life.
GLOBAL BRAND CADBURY GLOW
LAUNCHED FIRST IN INDIA

46. “India is the first
country to launch
Cadbury Glow,
which will be
our luxury
gifting brand
globally.”
Gifting is an
integral part of
Indian culture
and festivals.
Globally
chocolates are
extremely
popular for
gifting and while
the trend does
exist in India, we
still have a long
way to go.
With the launch
of Cadbury
Glow, a premium
chocolate gift
offered from
India’s favorite
chocolate brand,
our hope is to
grow the
chocolate gifting
category in
India.”
CONT…

47.  For almost 100 years, Cadbury’s chocolate has been
swathed in a distinctive purple wrapping that made it stand
out from rivals.
 But it lost the exclusive right to the iconic color in a court
battle with Nestle.
 In the past, Nestle has been accused of undermining
Cadbury products with its Quality Street My Purple
chocolate bar, which had a similar wrapper.
 The firm wanted to trademark the color Pantone 2865c –
introduced in 1914 as a tribute to Queen Victoria – but
failed in a test case brought by its Swiss rival.
CADBURY VS NESTLE

48.  The impact is that any supermarket or rival could now use
‘Cadbury purple’ on their products. The decision opens up
the possibility that rivals could launch a host of copycat
products.
 This is a massive blow to Cadbury and has made it even
more difficult for brand owners to obtain trade mark
protection for use of a color.
 ‘Seeking color protection has never been easy or
straightforward – it is necessary to demonstrate that
consistent use of a specific color over a period of time has
led it becoming recognized as synonymous with the brand.
IMPACT OF THE CASE

49.  Cadbury began the legal proceedings back in 2004 when it
applied to the UK Intellectual Property Office to trademark
the Pantone 2685C.
 After several years of hearings and appeals, Nestlé
successfully overturned the trademark through the Court of
Appeals in October 2013
 Nestlé applied for a shape trademark of its classic four-
fingered Kit Kat bar, which many would consider
synonymous with the brand.
 However Cadbury’s opposed the trademark.
KITKAT BATTLE

50.  Shape marks can be registered if a product’s design is
considered inherently distinctive or has acquired with use.
 Nestlé’s trademark application was initially accepted by the
Office for Harmonization in the Internal Market (OHIM)
 However, when it tried to register the shape mark in the UK,
the hearing officer favored Cadbury’s objections but felt
clarification of trademark law was necessary by the CJEU.
 It was also found that the shape was designed to aid
technical production and consumption as it was easy to break
the chocolate into portion sizes, making it a functional rather
than an aesthetic shape.
CONT…

51. SUGGESTIONS
•Should bring out new
products for health
conscious people.
•Continue to promote itself
as substitute to Mithai.
•Choco-biscuits should be
introduced.

52. SUGGESTION CONTINUES…..
Should use Indian ads and
avoid global ads in India .
Should consider attractive
display or its own ‘Chocolate
boutique’ (retail store).
 Special chocolates for Christmas should
be introduced. New flavours like
strawberry, orange, vanilla etc. should
also be used.

53. CONCLUSION...................
 There is an immense scope for chocolate industry in India.
Indian chocolate industry is unique mix with extreme
consumption patterns, attitudes, beliefs, income level and
spending.
 Broadening its product range, the company spread its risks and
made itself less vulnerable to downturns in any particular area
of its business.
 Understanding consumer preferences and demands is the key to
growth. Pricing, quality , flavors and pack size are some of the
important factors.
:

54. THANK YOU