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2. Color Me Purple (Literally)
 It means celebrating life’s everyday pleasures with a bar
of Cadbury.

3. Introduction of Company Cadbury:
 Cadbury is a multinational company.
 Cadbury made different types of chocolates and other
products which is sold in several countries around the
world.
 It first sold its products in United States in 1905.
 Chocolate confectionery is sold internationally under
Cadbury name and includes power brands and the
total number of product more than 200

4. Cadbury Pakistan:
 Cadbury Pakistan is a part of the world’s
largest confectionery company.
 The Company has been renamed in accordance
with the global acquisition of Cadbury by Kraft
Foods Inc;
 Kraft Foods Pakistan Limited is a wholly
owned subsidiary of Kraft Foods.
Customer Group By industries, Kraft Food
change has name in 2012 Mondelez. Cont…..

5.  Cadbury has grown consistently since its inception in
1993
 The company employees 150-200 people
 21 direct & indirect supplier
 Direct operation is only in Karachi
 Currently has a manufacturing plant in Hub Baluchistan.
 According to Top Brands survey conducted by the
FPCCI Cadbury was declared the top confectionery brand
award in 2013 by the company name of Mondelez Pakistan
limited.

6. Market Overview:
Cadbury is market leader in the confectionary products, They
have big market in all around the world.
Market Share:
 Cadbury dairy milk have high Market share because it gives more
valuable products to consumers.
 Market share is 67 % world wide.
 Cadbury & Kraft is 14.8% and has the highest market share so the
Cadbury &Kraft is the market leader in Pakistan.

7. History:
 In 1824, John Cadbury opened a grocer’s shop at 93 Bull Street,
Birmingham. Among other things, he sold cocoa and drinking
chocolate, which he prepared himself using a pestle and mortar.
 The Cadbury manufacturing business was born in 1831, when
John Cadbury decided to start producing on a commercial scale
and bought a four-storey warehouse in nearby Crooked Lane.
 In 1905 William Cadbury commissioned the first Cadbury logo
 1955FIRST CADBURY TV ADVERT Cadbury’s ad for drinking
chocolate was one of 24 that were shown on ITV’s launch night.
The advert was based on the popular panel game 'Twenty
Questions'.

8. Product Varieties: (IN PAKISTAN):
Cadbury made different types of chocolates and other products like:
 Chocolates:
Cadbury dairy milk chocolate, dairy milk with bubbly Five Star, Éclairs, Cadbury Dairy Milk
Crackle, Dairy Milk Fruit & Nut, Dairy Milk Roast Almond, Dairy Milk Marvelous Creation etc.
 Snacks:
Cadbury bytes
 Beverages:
Bourn vita, Cadbury delight
 Candy:
Éclairs
 Gums:
Bubble

9. Selection of product:
 I select the Cadbury dairy Milk chocolate which is the
one of product of Cadbury. In 2003 Cadbury’s made
Dairy milk into super brand, bringing a number of
different products under the name dairy milk branding
for example dairy milk with bubbles.

10. Vision and Mission Statement of Cadbury’s:
Vision Statement:
Cadbury’s set out a vision to achieve “Working together to create
brands people love”.
Mission Statement:
We can easily understand the mission statement by following points
like;
Says simply “Cadbury’s mean quality”. This is our promise, our
reputation is build upon quality: our commitment to continuous
improvement will ensure that our promise.

11. Setting company’s Objectives and Goals:
 Cadbury successfully turned its mission statement into
its overall objectives and goals.
 In short we can say that company turned its mission
statement into practical form and set its overall
objectives and goals as Cadbury do and now a day
become a market leader.

12. The Business Portfolio of Cadbury:
 The business portfolio analysis of business portfolio and also see that the
relevant market share of Cadbury dairy milk chocolate according to growth
share matrix.
 Cadbury analysis that which product is need to be more investment and
which need to less and which product should have to phase out from the
market due to less demand.
 Cadbury’s made dairy milk chocolate into super brand, and introduce a
lot of products under the dairy milk brand and wispa bars were phased out
from market and replaced by dairy milk with bubbly.

13. BCG Matrix:
 Star: Dairy Milk Bubbly It is high growth, high market share and
high profit.
 Cash Cow: Dairy Milk Chocolate, Perk, Dairy Milk Roasted
Almond, and Dairy Milk Fruit & Nuts, and Éclairs. It is low growth,
high market share and more revenue generating products and it has
high profit as compare to star.
 It need less investment to hold their market share because it has
already well established SBU’s. Cont….

14.  Question marks: Marvelous Creation, and Dairy Milk Oreo is
low market share, low profit and high growth in markets and they
need heavy investment to hold their market share.
 Dog: Bubble gums, Crackle, is low market share, and low
profit earning products or (we can say that it is those that almost
phased out from market).

15.  My product Dairy Milk Chocolate is a cash cow because it has
low growth, high market share, high revenue generating as
compare to other products of Cadbury.
 The revenue which generates from Dairy Milk Chocolate is
used to promote other products of Cadbury like marvelous
creation.
It can also understand from the following points.
 Low growth because it is well established SBU
 High market share
 High profit
 Responsible to make other products
 Because it is more cash generating
 It has more potential costumers than others

16. Ansoff matrix:
 Existing products New Products
 Market penetration
1. Cadbury dairy milk
2. Cadbury dairy milk bubbly
3. Cadbury fruit and nut
4. perk
 Product development
1. Marvelous Creation
 Market development
1. Candy éclairs
 Diversification
1. Gums

17. PESTLE ANALYSIS:
 In terms of political issues, Change in polices.
 In terms of economic issues, Inflation Problem,
Increase in Taxation rate,
High Unemployment in Pakistan, Lack of resources.
 In term of social issues, Age group matters People
conscious about Physical health
 In term of technological issues, New technology
day by day.
 In term of legal issues, More legislation in place to
make sure the workplace environment
 In term of Environmental issues, Warm weather

18. SWOT Analysis of Cadbury's Dairy Milk:
Strengths:
 Number 1 chocolate brand in the world with lot of variants like Cadbury Dairy Milk
chocolate, Fruit & Nut, Dairy Milk with Bubbly and Roast Almond, Éclairs.
 Excellent advertising, reach and accessibility.
 High brand loyalty.
 Top of the Mind Brand
Weaknesses:
 Marred by scandal few years back.
 Research & Development department is not well established.
Opportunities:
 Untapped rural markets
 Better product packaging and preservation
 Leverage Cadburys successful brand
 Sugar free category
Threats:
 Other branded and local chocolate manufacturers.
 Sweets as substitutes.

19. Market environment of Cadbury dairy milk:
Micro Environment:
 It means the internal environment of the company and
forces which directly or
indirectly affected the company.
It has some forces which are discussed below:
 Company
 Suppliers
 Intermediaries
 Competitors
 Customers
 Public

20. Macro environment:
 The overall and general environment of the company.
The forces outside the company called macro
environment.
 Demographic Environment
 Economic Environment
 Natural environment
 Technological environment
 Political Environment
 Cultural environment

21. The Cadbury Dairy Milk Market Segmentation,
Target Marketing, and Market Positioning Strategies:
Market Segmentation of Cadbury Dairy Milk:
Mass marketing/un segmented marketing:
 It means offer the same product to all customers by
ignoring market segment differences. Mass means huge
group of buyers. It means there are a large number of
customers.
 Cadbury offers one type of Cadbury dairy milk chocolate
to all customers and no difference of market
segmentation.

22. Identify Target market of Cadbury dairy milk:
 The main target of it mainly is children and youths that are in
the segments of occupation and in the age group.
 Cadbury dairy milk commonly targets all types of customers
whether they are young and old, male or female.

23. Identify Market positioning of Cadbury dairy milk:
 Every aged person wants to buy Cadbury dairy milk
chocolate.
 To make position in the minds of customers company used
through
 Slogan of Cadbury dairy milk; Slogans also play an
important role to position a positive concept in the minds
of customers like:
 Cadbury dairy milk is a brand of chocolate bar made by the
Cadbury with slogans such as:
 ‘Kuch Meetha Hojaey’ (Let’s have something sweet).
 Cadbury is the name of quality it is our promise
 Logo of Cadbury
 Brand name of product

24. Competitive Strategies:
 Differentiation: Cadbury highly differentiated product line
and marketing program so that it comes across as the class
leader in the confessionary industry.
 Operational Excellence: Cadbury providing superior value
by leading its industry in price and convince. It works to
reduce costs and to create a lean and efficient value-delivery
system.
 Customer Intimacy: Cadbury dairy milk providing superior
value by precisely segmenting its markets and tailoring its
product to match exactly the needs of targeted customers, and
satisfying unique customer needs through a close relationship
with and intimate knowledge of the customer.

25. Cadbury Dairy Milk Level Of Product:
 Core Benefit:
The service or product that customer is really buying. From our product Cadbury
mainly to have something sweet for eating anytime anywhere, that should be
chocolate.
 Actual Product:
As core benefit of sweet is completed. Actual product for Cadbury’s mean quality, as
per our mission statement, unique features like Taste of chocolate, variety in sizes,
appealing color, and smart packing design.
 Expected Product:
Maintain the quality of product, reasonable cost & available in different size.
 Augmented Product: Cadbury is available at all places, which can per basic
requirement of consumer, that wherever that wants to eat they can buy at nearby
place.
 Potential Product: Cadbury is potential product has all the quality that satisfy the
consumer in every aspect, as brand name is also high in market & also follow the
cultural values of market such as custom religious at time of advertisement

26. Product Life Cycle Of Cadbury Dairy Milk:
Cadbury Dairy Milk is in the maturity stage of the product
Life cycle. It currently has a Market share is 67 %
worldwide. The estimate market share of Cadbury & Kraft
is 14.8% . In the chocolate market and is way ahead of its
competitors. There is a high degree of brand awareness.
The color purple and the 'glass and half full' logo is
amongst the most recognized logos and the association of
the two with Cadbury Dairy Milk is synonymous.

27. Marketing mix of Cadbury:
 Product: Cadbury dairy milk is made from real chocolate.
Most demanded chocolates in Pakistan.
Ingredients:
 The Cadbury dairy milk ingredients are:
 Cocoa beans
 Milk
 Sugar
 Cocoa butter
 Vegetable fat

28. Price:
Dairy milk is considered to be a premium brand of chocolates
due to this positioning, but because of lower priced
chocolates, it is also accepted across various target segments.
However, in all these, the Dairy milk brand is the clear
winner.

29. Strategy:
Cadbury dairy milk applies the reasonable and affordable
policy to charge the price from its competitors. It charges
the fewer price from its competitors and provides better
quality.
Price Adjustment:
Offering Discounts
 For bulk sales.
Psychological pricing
 Using reference group of lollywood.

30. Place:
 The Cadbury chocolate is
 manufactured in Bourneville, Birmingham.
 It is present strongly in all urban areas as well as A, B and C
category towns
 Cadbury follows the same Strategy of FMCG marketing
which is breaking the bulk.

31. Distribution Channel:
Cadbury buys only the best cocoa beans from Ghana for its
chocolates. These chocolates are then distributed across the
world. Cadbury is present in 200 or more countries. Once
the chocolate reaches in bulk, it is broken down as follows.
Company > C&F agent >Distributors > Retailers >
Consumers

32.  The promotions of Cadbury for each of its products are
different. Cadbury uses a combination of ATL as well as
BTL marketing.
 ATL
 BTL
Promotion:

33. Conclusion:
I can say that Cadbury is a multinational company and
its product Cadbury dairy milk chocolate is a cash cow
for the company. It is well established SBU. Cadbury
dairy milk is a market leader. More profitable as compare
to other products of the Cadbury.