Cadbury India operates 5 production plants across India and has been in the country since 1948. It has a wide product portfolio including Dairy Milk chocolates, Celebrations, Bournville, 5 Star, Perk, Gems, and Temptation. The company employs various strategies to stretch its product lines, including down-market offerings like chocolate laddoos priced at Rs. 2 for 2 pieces, and up-market products like luxury chocolates. All Cadbury products use consistent basic ingredients but may contain additional items. They are produced across India and distributed through 2100 distributors and 450,000 retailers to be enjoyed for their taste.

1. PRODUCT MIX- CADBURY

2. PRODUCT MIX OF

3. COMPANY PROFILE
Cadbury India:
Corporate office : Mumbai
Operates in India since 1948
Leading supplier of Indian confectionary market
5 production plants:
1. Thane
2. Induri (pune)
3. Malanpur (Gwalior)
4. Bangalore
5. Himachal pradesh

4. Cadbury
Chocolates
Dairy milk
Celebration
Bourneville
5 Star
Perk
Gems
Temptation
Biscuits
Beverages
Candies
Gums
PRODUCT MIX
Width=5
Product Lines
Product Types

5. Dairy milk
Dairy milk shots
8gm, Rs 2
Dairy milk
12gm, Rs 5
Dairy milk
23gm, Rs 10
Dairy milk
40gm, Rs 20
Roasted Almond
42gm, Rs 30
Crackle
42gm, Rs 30
Fruit and nut
44gm, Rs 30
Home pack
96 gm, Rs 50
Dairy milk Silk
80gm, Rs 60

6. Bourneville
Raisin & nut
40gm, Rs 30
Raisin & nut
90gm, Rs 75
Rich Coco
40gm, Rs 30
Rich Coco
90gm, Rs 75
Almond
40gm, Rs 30
Almond
90gm, Rs 75
Hazelnut
45gm , Rs 30
Hazelnut
90gm, Rs 75
Temptation
Rum
72gm, Rs 55
Roasted
Almond
72gm, Rs 55
Hazelnut
72gm , Rs 55
Apricot
72gm, Rs 55
Cashew nut
72gm, Rs 55

7. Gems
Gems
11.4gm, Rs 5
Gems
28.4gm, Rs 15
Gems Jar
307.05gm ,
Rs 111
Celebrations
Celebrations
104.41gm, Rs
50
Celebrations
122.9gm, Rs75
Celebrations
252.9gm,
Rs 150
Celebrations
324gm,
Rs 450
Celebrations
432gm,
Rs 600

8. Perk
Home Pack
81gm, Rs 30
Perk Popper
20gm, Rs 5
Ultra Perk
15gm, Rs 5
5 Star
Fruit & Nut
45gm, Rs 20
Crunchy
40gm, Rs 15
SVP Pack
90gm, Rs 30

9. Line Stretching
Up
Marke
t
Two
Way
Down
market
LINE STRETCHING

10. DOWN MARKET STRETCHING
 Launched in 2008
 Targeted non-users & users both
 ‘chocolate laddoo’
 Price: 2 Rs. For 2 piece
 Attempt - Product as the perfect value-for-money.

11. UP MARKET STRETCHING
Launched in January 2010
There was room for a more premium entrant in the category
 It is creamier, smoother, and tastier
 Its dome shaped cubes pack turned out to be very
attractive

12. UP MARKET STRETCHING
CONTD....
 Launched in 2009
 Fine dark chocolate
Hailed as Cadbury’s answer to the emerging market of luxury
chocolates

13.  Launched in 1996
 Perk is combination of chocolate & snack
 A perfect solution for a quick snack, which made both
chocolate lovers and the frequent snackers happy.
LINE FILLING

14.  Launched in 1969
5 Star soon became the star of every refrigerator and pocket
 It was introduced at Rs 10.
LINE FILLING
CONTD….

15. CONSISTENCY
END USE
PRODUCTION
DISTRIBUTI
ON
CONSISTENCY

16.  Basic ingredients :
Dark chocolate, milk, cocoa powder, etc.
 Extra ingredients are added
e.g. Dairy milk Fruit & Nuts (dry fruits), Cadbury Perk
(biscuits) etc.
PRODUCTION

17. DISTRIBUTION
 Uses same distribution channels
 Cadbury products are sold to wholesalers & retailers
 2100 distributors
 450,000 retailers

18. END USE
The basic end use of all Cadbury products remains the same:
“Eating it simply for joy”
 Perk may also be consumed for the intake of high glucose
levels

19. The prospective customers of Cadbury have changed from kids to
adults-including every family member to celebrate any occasion
with Cadbury chocolates.
No matter the reason or the season, Cadbury focus on creating
moments of pleasure with every tasty bite..
CONCLUSION