Cadbury India, founded in 1948 and now known as Mondelez India Foods Limited, holds a 70% market share in the chocolate confectionery industry. The company offers a diverse product range including Dairy Milk, Bournville, and Oreo, targeting various consumer segments from impulse purchases to take-home products. Effective marketing strategies have shifted the target audience from children to adults, ensuring continued success across all age groups.

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Cadbury
Marketing Report
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©2014, All rights reserved
India
Mondelez International

2. Name
Founded
Founders*
Headquarters
Industry
Managing Director
Products
Employees
Company Profile
: Cadbury
: 19 July 1948
: John Cadbury & Benjamin
: Mumbai
: Confectionary
: Anand Kripalu
: DairyMilk, Perk, Gems, etc
: 2000
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*Founders of Cadbury India’s parent company

3.  Started operations by importing chocolates.
 Production in Thane, Pune, Gwalior,
Hyderabad, Bangalore and Baddi.
 Sales offices in New Delhi, Mumbai,
Kolkata and Chennai.
 70% market share of chocolate
confectionery business
 Cadbury India, on 21 April 2014, changed
its name to Mondelez India Foods Limited.
Company Profile
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4. Key Brands
 Dairy Milk
 Bournville
 Fruit &
Nut
 Picnic
 Perk
 Gems
 Tobleron
 Eclairs
 Nutties
 Temptation
 Ovaltine
 Drinking
 Bournita
 Oreo
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5. Product
Line
4
Product
Length
16
Product
Depth
9
Product Mix
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6. Bars
5 Star
Bournville
Dairy
Milk
Perk
Temptation
Product Mix
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7. Product Mix
7
Bags
&
Boxes
Celebrations
Celebrations
Rich
Dry Fruit
Dairy
Milk
Éclairs
Dairy
Milk
Shots
Éclairs
Rich
Brownie
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8. Product Mix
8
Beverages
Bournvita
Bournvita
5 Star
Magic
Bournvita
l'il
Champs
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9. Product Mix
9
Biscuits
Oreo
Oreo
Choco
Crème
Oreo
Strawberry
Crème
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10. Cadbury Dairy Milk
Dairy milk
shots
8gm, Rs 2
Dairy milk
12gm, Rs 5
Dairy milk
23gm, Rs 10
Dairy milk
40gm, Rs 20Roasted 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
Product Depth
1
0
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11. Segmentation
 Break Segment
products which are normally consume as a snatched
break and often with tea and coffee, for example
Cadbury’s Perk and snack range.
 Impulse segment
these products are often purchase on impulse,
eating these and then. They include product such as
Cadbury’s Dairy Milk.
 Take home segment
this describes product that are normally purchased in
supermarkets, taken home consumed at a later stage.
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12. Targeting
 Cadbury India has distinguished
its product offerings to specific
class of consumer groups.
For example, Cadbury Temptations and
Bourneville are meant for higher end
consumer groups who are willing to pay
more for the dark chocolates.
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13. Positioning
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 The punch by the company for advertising
this product life. ‘Real taste of Life’, itself
defines the positioning of the product. The
chocolate is meant for all age groups. It
symbolizes fun, enjoyment, good items. It
has goodness of milk, taste and appetite
appeal
 The prospective customers of Cadbury have
changed from kids to adults-including every
family member to celebrate any occasion with
Cadbury chocolates.

14. Cadbury ,with its effective
marketing and an accurate STP
strategy has ruled over
consumer's taste buds and as for
the company, it was always
A Sweet Success Story that
continues.
Conclusion
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