CADBURY INDIA LTD

PRESENTED TO: BY: Dr.RANJAN UPADHYAY SENIOR FACULTY WISDOM, BANASTHALI VIDYAPITH

PRESENTED SMRITI KALRA MBA III SEM ROLL NO-7311 1

TOPICS COVERED
About Cadbury Corporate Profile Vision & Mission Business Segments Products Handled Demographic segmentation Major Competitors Market share & marketing strategy Sales & Distribution channel Promotional tool SWOT Analysis Comparative Analysis Case Study References

INTRODUCTION
TYPE KRAFT FOODS SUBSIDIARY CONFECTIONERY JOHN CADBURY 1824 , In India : 1948 Mumbai , INDIA 2500 Cr

INDUSTRY FOUNDER FOUNDED HEADQUARTERS REVENUE

EMPLOYEES
WEBSITE

2000(INDIA) , 65000 (WORLDWIDE)

www.cadbury.com
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CORPORATE PROFILE
CADBURY BRITISH CONFECTIONERY COMPANY 2ND LARGEST GLOBALLY AFTER MARS , INCORPORATED

NO. 1 CONFECTIONERY COMPANY

NO. 2 GUM COMPANY NO. 3 BEVERAGE COMPANY
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VISION & MISSION

VISION
Cadburys set out a vision to achieve a Cadbury in every pocket dream by increasing the penetration of chocolates.

MISSION
Cadbury's means quality: this is our promise. Our reputation is built upon quality: Our commitment to continuous improvement will ensure that our promise is delivered'
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BUSINESS SEGMENTS

CHOCOLATES SUGAR Malted Foods 23% CONFECTIONARY MALTED FOODS COCOA POWDER DRINKING CHOLOCATE & SMALL EXTRACT

Cocoa Powder & Drinking Chocolate s 1%

Chocolate s & Sugar Confectio nery 76%

CHOCOLATES LEADING SEGMENT

DEMOGRAPHIC SEGMENTATION
CHILDREN YOUNG ADULTS ADULTS

33% 55% 12%

INCOME LEVEL- IN THE MIDDLE AND HIGHER INCOME GROUPS

MAJOR COMPETITORS
NESTLE (In terms of Chocolates)

AMUL Ltd (In terms of Chocolates) GLAXO SMITHKLINE (Malted Food HORLICKS) WRIGLEY (In terms of GUMS) LOTTE

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MARKET SHARE
cadbury
14% 5%

amul
2%

nestle

others

79%

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MARKETING STRATEGY OF CADBURY

Attracting Shoppers Attention On Every Hand Everywhere Growing with Emerging Markets A strong foundation Growing with the market Functional advantage Affordable indulgence Importing success
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SUPPLY & DISTRIBUTION CHANNEL

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PHYSICAL DISTRIBUTION
Manufacturing units are located at: THANE
INDURI (PUNE) MALANPUR (GWALIOR) BANGALORE BADDI (HP)

Sales Offices are at:

NEW DELHI MUMBAI KOLKATA CHENNAI
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Today, Cadbury's distribution network reaches out to six lakh outlets each for its chocolate & confectionery brands (i.e. total reaching12 lakh outlets). Places where Cadbury products are sold Retail outlets shops, supermarkets, garages Vending machines train stations Restaurants and cafs Cinemas, theatres, theme parks Travel buffet cars, on board airlines, motorway service stations Qualities that Cadbury looks for while selecting dealers: Business capacity and salesmanship Experience and previous expertise in the line Credit worthiness Financial capacity and willingness to invest in the line Social status Good relation with the customers, especially bulk consumers and 15 sub dealers.

DISTRIBUTION SYSTEM ADOPTED BY CADBURY

Manufacture Stockiest/Distributor Semi-wholesaler Retailer User
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PROMOTIONAL TOOL : ADVERTISEMENTS

Basic purpose behind advertising is:

To position the product as a high quality brand with a wide range of offering providing at anytime. To create awareness about new flavors Induce consumer trails. build corporate image To undertake competitive advertisement
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STRENGTHS -Distribution Network -Market Share -Aggressive Marketing -Rich product mix.

WEAKNESS - Little penetration in the rural sector.

SWOT
THREATS -Rise in the cost of chocolate and dairy products. -Entry of many foreign players in the Indian Confectionary market, which are giving higher margins to the retailers.

OPPORTUNITIES Co-branding with other manufacturers of food and drink

COMPARATIVE ANALYSIS
On the basis of Selling Brand On the basis of Advertisement & Publicity
72 71

70
69 68 67 66 65 64 63 62 Cadbury Nestle
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CADBURY 5 STAR CRUNCHY MARKET BACKGROUND COMPETITION THE BRAND THE STRATEGY

THE RESULTS
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CONCLUSION
In order for Cadbury to reach the peak of achievement, the company would have to stress on the global growth of the product. Cadbury should also look into other countries like the Asia Pacific in order to market its products popular globally. But then again, careful considerations to look at its major competitors and to obtain the rules and regulations of a certain country are equally important.
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REFERENCES
www.cadbury.com www.yahoo.com www.google.com www.youtube.com www.videosurf.com www.slideshare.com www.scribd.com http://www.cadbury.com/surveys/investors/ourvi sionandstrategy/ourstrategy/Pages/growth1.aspx http://www.cadbury.com/surveys/investors/ourvi sionandstrategy/ourstrategy/Pages/costefficiency1 .aspx http://www.cadbury.com/surveys/investors/ourvi sionandstrategy/ourstrategy/Pages/investment1.a spx http://www.globalbusinessinsights.com/content/r bcg0145t.pdf http://www.cadburyindia.com/cadtoday/awards.a sp

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