This document provides an overview of Cadbury, including its founding in 1824 in the UK, expansion to India in 1948, and current operations. Cadbury is now owned by Mondelez International, and is the leading confectionery company in India with over 70% market share. The document outlines Cadbury's product portfolio, marketing strategies, and challenges it has faced in India such as a worm infestation issue in 2003.

2. GUIDED BY :
DR.KINJAL JANI
PREPARED BY:
DR.BANSI BHADANIYA

3. INTRODUCTION
 Cadbury is the leading confectionary company with
a outstanding portfolio of…..
Chocolates
Gum
Candy
Beverages &
Biscuits.

4. HISTORY OF CADBURY
 FOUNDED: In 1824
 FOUNDER: John Cadbury
 Basically he was a tea dealer in 1818.
 In year 1824 at the age of 22 years, he opens a small grocery
shop in Birmingham, U.K. making chocolate on the side line.
 In 1831 – ranted factory for drinking chocolate & cocoa.
 With his brother Benjamin started selling 16 types of drinking
chocolates.
 1861: John Cadbury retires and sons Richard and George
take over the company.
 1879 : Cadbury Chocolate Company moves to Bournville.
 1893: Cadbury Company builds a village for it’s employees.

5. CONT…
 HEAD QUARTER: Uxbridge, London, U.K.
 KEY PEOPLE: Irene Rosenfeld (Chairman)
Dirk Van De Put (CEO)
 WEBSITE: https://www.cadbury.co.uk/
 1941 – 80: Cadbury hired Norbert Dutton, a popular
Industrial Designer to review all the labels.
 He created new designs:
Purple & gold for milk chocolates &
Red & gold for plain chocolates.
 Since 2010 company wholly owned by Mondelez
(Kraft Food company).

7. CADBURY IN INDIA
 STARTED: 19 JULY, 1948
 HEAD QUARTER: Mumbai, Maharashtra
 KEY PEOPLE: Anand Kripalu (Managing director)
 Since 1965, Cadbury has also pioneered in cocoa
cultivation in India.
 For over 2 decades, Cadbury has worked with
Kerala Agriculture University to undertake the
cocoa research.

8. WHAT MAKES CADBURY
CHOCOLATE SPECIAL?
 Cadbury Chocolate is special. But why? The answer is
it’s unique taste and style.
 While in production cocoa butter is added giving it a taste
different to any other chocolate.

9. CHOCOLATE : DAIRY MILK
 The story of Cadbury diary milk started was back in
1905 at Bournville, U.K. but in India it began in
1948.
 Cadbury diary milk desert was also launched to
cater to the urge for ‘SOMETHING SWEET AFTER
MEAL’.

10. MERGER

11. PRODUCTS LAUNCHED AFTER
MERGER

12. KRAFT FOODS INC
 Kraft foods inc. Is an American confectionery.
 Food and beverage corporation.
 It markets many brands in more than 155 countries.
 It deals with various sectors.
 Hurdles to enter in Indian market.

13. CADBURY PRODUCTS IN INDIA

15. BUSINESS OVERVIEW IN INDIA
 Cadbury India has a share of over 70% in the
market, which is the highest Cadbury brand share
globally.

16. MARKET SEGMENTATION
 Region
 Country
 climate
 Age
 Gender
 Income
GEOGRAPHIC DEMOGRAPHIC

17. PRICING STRATEGY
 Cadbury has launched various products which cater
to all customer segments.
 So every customer segment has different price
expectation from the product.
 Therefore maximizing the return involves identifying
right price level for each segment, & then
progressively moving through them.
 E.g. : Dairy milk Rs.5, Perk Rs.10, 5 Star Rs.5 & 10,
Fruit & Nut Rs.25, etc.

18. PRICE ADJUSTMENT
 Offering Discounts:
For bulk sales
 Psychological pricing:
Using reference group of lolly wood.

20. PROMOTION
 For promotion they are using
Print media (pamphlets, boards, posters,
news papers, etc.)
Social media (Internet, face book, etc.)
Banners
TV advertisement.

21. TAG LINES BY CADBURY

24. BRAND AMBASADDORS

25. ATTRACTIVE PACKAGING

28. PROBLEMS FACED BY CADBURY
 Cadbury faced problem of worms development in dairy
milk bars in October 2003.
 Cadbury in defence said that problem was at storage
level & not at manufacturing level.
 After investigations FDA commissioner gives statement
that problem is with storage & packaging also as its not
properly airtight.
 This affects the reputation of Cadbury in the market.

29. RECOVERY STRATEGY: PROJECT VISHWAS
 To recover the lose on its sales & to gain the
reputation once again in October only Cadbury
launched PUBLIC RELATION (PR) CAMPAIGN
“VISHWAS” which was an education initiative
covering 1,90,000 retailers.
 This project was mainly addressing the consumers,
media & employees.
 Cadbury also makes changes in packaging like
every bars of any price should be packed in
aluminium foil.
 Again started Ad campaign in January to March
2004 in which roped Amitabh Bachchan as brand
ambassador.

30. SWOT ANALYSIS OF CADBURY
 STRENGTHS: 1.DISTRIBUTION NETWORK
2.MARKET SHARE
3.AGGRESSIVE MARKETING
4.RICH PRODUCT MIX
5.INDIA’S NO1 CONFETIONERY
6.MANUFACTURER
 WEAKNESS: LITTLE PENETRATION IN RURAL SECTOR
 THREATS: RISE IN THE COST OF CHOCOLATE
DAIRY PRODUCTS
 OPPORTUNITIES: CO- BRANDING WITH OTHER
MANUFACTURERS OF FOOD AND
DRINK

32. BIBLIOGRAPHY
 https://business.mapsofindia.com/food-
industry/processing/cadbury-india.html
 https://www.marketing91.com/cadbury-competitors/
 https://www.slideshare.net/madydey/cadbury-india-
ltd
 https://www.cadbury.co.uk/
 https://simconblog.wordpress.com/2016/06/19/cadb
ury-case-study-analysis/