Cadbury

2. About Cadbury
Cadbury is a global leading company, standing as the second-
largest confectionery brand in the world. Originally a British
Multinational confectionery, in 2010, Cadbury became a
subsidiary of Mondelez International.
It was started in 1824 by John Cadbury, in a grocery store in
Birmingham, England. He began by selling chocolate and cocoa as
a beverage, but witnessing its profitable response, he and his
brother purchased a factory and began their successful
adventure.
Cadbury’s headquarters can be found in London, England. They
have production operations in over 60 countries and sells its
products in over 200.
Cadbury India first opened its doors in 1948 and currently holds
a market share of over 70%, making it the most popular Cadbury
brand in the world.
Cadbury Dairy Milk, one of Cadbury India’s most popular
products, is a benchmark for other chocolates in India and is

3. HISTORY AND ORIGIN OF CADBURY
Cadbury is a well-known British confectionery company with a long
and storied history. Its origins can be traced back to the early 19th
century. Here's a brief overview of the history and origin of
Cadbury:
Early Beginnings:
The Cadbury company was founded by John Cadbury in 1824 in
Birmingham, England. John Cadbury initially operated a small
grocer's shop where he sold coffee, tea, and drinking chocolate. The
company's early focus was on cocoa and drinking chocolate, rather
than the wide range of chocolates and sweets for which it's known
today.
Expansion and Innovations:
John Cadbury's sons, Richard and George Cadbury, took over the
business in the mid-19th century. They expanded the product line
and introduced new innovations in chocolate manufacturing.
Cadbury Dairy Milk, introduced in 1905, became one of the
company's most iconic products and remains a best-seller to this
day. Its distinctive purple packaging and creamy milk chocolate
made it a household name in the United Kingdom and around the

4. VISION :
Cadbury's vision was typically aligned with providing high-quality,
delicious confectionery products and fostering a sense of joy and
delight among its consumers. It aimed to be a trusted and
responsible brand while maintaining its commitment to
sustainability and social responsibility.
.
Mission of Cadbury, as inferred from its actions and corporate
principles, was aligned with providing high-quality and
enjoyable confectionery products while adhering to ethical
and responsible business practices. This included a focus on
sustainability, social responsibility, and creating a positive
impact on the communities where the company operated.
MISSION:

5. MARKETING MIX OF CADBURY
The Marketing Mix of Cadbury includes 4Ps (Product, Price, Place,
Promotion). There are different marketing strategies like
product/service innovation, marketing investment, customer
experience, etc. which have helped the brand to grow more.
1. Product Mix of Cadbury
Cadbury offers a diverse range of goods. They sell a variety of
products in different countries, and the decision to sell which product
in which nation is dependent on demographic considerations,
production costs, demand volatility, and the presence of competitors.
Cadbury’s product mix includes Chocolates, Candies/Gums, Biscuits,
Beverages, Dairy Milk, 5 Star, Gems, Temptation, Oreo, Eclairs,
Bournvita, and more. They dwell in the confectionery industry.
Bournvita is a beverage additive that is one of the market leaders in
milk additives. Halls is widely used in India as a mouth freshener and
a cold cure

6. 2. Price Mix of Cadbury
Pricing is an integral part of marketing mix of Cadbury, with the
monetary value attached to products playing a central role. Cadbury
uses a combination of pricing that takes into account a number of
dynamic factors including demand dynamics,
competitive positioning, package specifications, and the specific target
audience they are trying to reach.
Pricing Cadbury products is a careful process driven by the interplay
of market forces. The demand for a particular product affects its price;
popular products are often priced higher due to their desirability,
while Cadbury carefully analyzes competitors’ prices to ensure their
products remain competitive in the market.
The size of the package also plays a decisive role in prices. Cadbury
offers its products in different pack sizes to meet different consumer
preferences. The price of smaller packages is cheaper, which caters to
cost-conscious consumers.

7. 3. Place Mix of Cadbury
Cadbury’s products are globally available, catering to a large
client base. Cadbury has been able to have a significant
influence on the worldwide market because of its strong
distribution network.
Cadbury chocolate is made in the English town of Bournville.
Cadbury recently ran an advertisement claiming that it
exclusively imports the best cocoa beans from Ghana for its
chocolates.
Both urban and rural regions have access to the items. We’ve
seen that this has aided the company’s growth. The
distribution points have made the items available to a large
number of consumers, resulting in a profit for the firm in
terms of both customer base and revenue.

8. 4. Promotion Mix of Cadbury
Promotion refers to activities undertaken by the organization to
inform the market about its products and services. It is the most
important factor as it is a direct relation to sales.
The company has a keen eye for detail and relies heavily on
emotional advertising campaigns to connect with its target
audience, which has been the key to its success. Campaigns include
“Kuch Mettha Ho Jaye,” a slogan that appears on their celebrations-
themed chocolates. The tagline for Bournville chocolates is “You
Earn It.”
Here’s an example of Cadbury’s heartwarming ad campaign – The
brand launched a campaign where they developed an algorithm to
search for happy content on social media platforms that often goes
unnoticed. The algorithm scanned for content with positive
hashtags like #FamJam and #HappyMoments and curated it into an
Instagram guide on the brand’s profile.
This allowed users to share and participate in each other’s joy by
engaging with the content through likes, shares, and comments. The
campaign aimed to showcase the power of happiness and positivity
and bring people together through social media.

9. How does Cadbury use Digital Marketing in
its strategy?
Cadbury makes good use of its digital presence to keep up with the
market trends. They make great use of various social media
platforms to promote various campaigns. Some of them are
mentioned below:
“ Donate your words by Cadbury Dairy milk (2019) :
Cadbury launched a campaign in partnership with UK charity Age to
raise awareness of loneliness among older people. The “Donate Your
Words” campaign encouraged people to buy limited edition
chocolate bars with no words on the packaging to symbolize the
words lost in the isolation of the elderly.
Cadbury Dairy Milk Silk: How Far Will You Go For Love? :
This was another iconic advertisement for Cadbury, mainly aimed at
millennials. It came out on Valentine’s Day, a great move that helped
a lot of sales.
The message of the campaign was simple – how far will you go with
your love this Valentine’s Day? It had the hashtag
#PopYourHeartOut. It was a great campaign that romanticized the
idea of ​​Dairy Milk Silk on Valentine’s Day.

10. Top 5 competitors of cadbury
Mars: Mars Food is dedicated to providing shoppers with better
food quality. Their production focuses on quality, taste, and
affordability. Mars is produced in 12 production facilities and
has approximately 2,000 employees.
Hershey’s: Hershey’s chocolate production is spread over eight
factories in the United States. They have a large selection of
products including dark chocolate, spreads, licorice candies,
dark chocolate, peanut butter cups, cookie layer crunch bars,
soft serve, raspberry mints, snacks, chocolate bars, and more.

11. Top 5 competitors of cadbury
Nestle: Nestle is a food and beverage company headquartered in
Switzerland. Nestle is considered one of the largest food companies
in the world. It has around 2,000 brands and its main products are
therapeutic foods, baby foods, bottled water, breakfast cereals,
sweets, coffee, tea, and many more.
Kraft Foods: Kraft Foods, also considered the biggest competitor of
Cadbury, is an American company that produces food. Kraft Foods is
a globally recognized and trusted food manufacturer. The company
produces various food brands with a focus on providing diners with
high quality, nutrition, and taste.
Lindt: Lindt and Sprungli, considered the market leader in quality
chocolate, is a Swiss chocolate company based in Switzerland. The
main products of the Lindt Company are chocolate, sweets, and ice
cream. The company produces a wide range of products in
approximately 120 countries around the world.

12. SWOT ANALYSIS
WEAKNESS
• limited product range
• Product recalls
OPPORTUNITIES
• Emerging markets
• Product range expansion
THREATS
• Sugar tax
• Health consciousness
STRENGTH
• Strong brand
• Global presence
• Wealthy parent company

13. Conclusion
Cadbury is a very successful company that not only has tasty
sweets but also sells them with the best quality. Their price
mix is also affordable which meets the expectation and
makes it pocket-friendly. Their geographical reach is
remarkable thanks to their year-long experience.
Hope this case study on the marketing mix of Cadbury was
insightful. If you are further interested in Cadbury’s
marketing presence, check out IIDE’s case study on the
Marketing Strategy of Cadbury.

14. THANKYOU!
TANISHKA SINGHAL
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