This case study discusses the 4 P's of marketing strategy for Cadbury in India. It outlines Cadbury's product portfolio which includes chocolate, candy, gum, and drinking chocolate brands. It discusses Cadbury's pricing strategy of maintaining convenient prices. It describes Cadbury's distribution process of producing chocolate in India and exporting to over 200 countries. Finally, it covers Cadbury's prominent promotion methods through television, print media, posters, internet, and hoardings to target all audiences.

1. BY: SUMEET PATEL
CASE STUDY ON
4 P’S OF
“CADBURY”

2. BY: SUMEET PATEL
ABOUT CADBURY COMPANY
 JOHN CADBURY (1839-1922) is the founder of the CADBURY trust.
 Cadbury India is fully owned subsidyof Kraft FoodsInc. The combination
of Kraft Foods & Cadbury creates a global powerhouse in snacks,
confectionery & quick meals.
 Cadbury India began its operations in India in 1948 by importing
chocolates.
 It now has manufacturing facilities in Thane, Induri (Pune) and Malanpur
(Gwalior), Bangalore and Baddi (Himachal Pradesh) and sales offices in
New Delhi, Mumbai, Kolkata and Chennai.
 Since 1965 Cadbury has also pioneered the development of cocoa
cultivation in India.
 For over two decades, Cadbury has worked with the Kerala Agricultural
University to undertake cocoaresearch.
 Cadbury was incorporated in India on 19 July 1948.
 Currently, Cadbury is the market leader in the chocolate confectionery
business with a market share of over 70%.
 The corporateoffice is in Mumbai.
 Chief person:-
 CEO - TodelStitzer.
 CHAIRMAN OF BOARD - Roger Carr

3. BY: SUMEET PATEL
MARKETING MIX: 4 P’S OF CADBURY
1. PRODUCT
 Cadbury World operates in a service industry & is almost unique in being
owned by a major manufacturer.
 The productthat Cadbury World delivers is “a memorable, exciting and
great day out”.
 Whereas for the main Cadbury business, the productdelivered is
chocolate, candy, gum brands and drinking chocolate products.
 India operates in five categories – Chocolate confectionery, Beverages,
Biscuits, Gum and Candy.
 Some of the key brands are....
Cadbury Dairy Milk Bournvita
5 Star Perk
Bournville Celebrations
Gems Halls
Eclairs Bubbaloo
Tang Oreo
 Cadbury Dairy Milk itself has many subsidiary products as follow....
 Dairy Milk
 Dairy Milk Caramel
 Dairy Milk Fruit & Nut
 Dairy Milk crackle
 Dairy Milk silk

4. BY: SUMEET PATEL
2. PRICE
 In India, price matters the most it has always been the
deciding factor for many marketer’s fate in the market.
 Cadbury has very convenient prices for all its products.
 The price charged for a chocolate can determine whether a consumer will
buy it & the level of sales achieved can determine whether or not
Cadbury Schweppes will make a profit.
 Cadbury World works with a number of third party promoters and
businesses in order to offer a discount on the entry price.
 Determining the pricing strategy would be the participation costs for
competing leisure activities (other attractions, cinemas etc.) as well as the
price Recommended Selling Price (RSP) for merchandise and
confectionery.
3. PLACE
 Cadbury dairy milk is produced at the chocolate factory in Bourneville in
Birmingham.
 After the chocolate is produced and has undergone all the quality checks
it is transported to the stockrooms.
 After this Cadbury sells its products to shops that deal with beverages and
confectionery e.g. corner shops, superstores.
 They then sell it to the general public.
 Cadbury produces chocolatefor more than 200 countries so that they
have a chance to enjoy it as well and make profit

5. BY: SUMEET PATEL
4. PROMOTION
 Promotion of Cadbury products to various target audiences is a vital part
of the management function.
 Cadbury uses following promotion ways...
 Television
 The print media
 Posters
 Internet
 Hoardings
 Cadbury uses almost every platform to promote its product.
 CONCLUSION
 The prospectivecustomers of Cadbury have changed from kids to adults-
including every family member to celebrate any occasionwith Cadbury
chocolates.
 No matter the reason or the season, Cadbury focus on creating moments
of pleasure with every tasty bite.