INTRODUCTION

Cadbury India is a food product company with interests in Chocolate Confectionery, Milk Food Drinks, Snacks, and Candy. Cadbury is the market leader in Chocolate Confectionery business with a market share of over 70%. Some of the key brands of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, Eclairs, Celebrations, Temptations, and Gems. In Milk Food drinks segment, Cadbury's main product - Bournvita is the leading Malted Food Drink in the country. Its heritage can be traced back in 1824 when John Cadbury opened a shop in Birmingham selling cocoa and chocolate. Since then we have expanded our business throughout the world by a program me of organic and acquisition led growth. On 7 May 2008, the separation of our confectionery and Americas Beverages businesses was completed creating Cadbury plc with a vision to be the world's BIGGEST and BEST confectionery company.

Make and sell three kinds of confectionery: chocolate, gum and candy Operate in over 60 countries John Cadbury opened for business in 1824 - making us nearly 200 years young Working with around 35,000 direct and indirect suppliers Employs around 45,000 people Every day millions of people around the world enjoy our brand

Cadbury is the world's largest confectionery company and its origins can be traced back to 1783 when Jacob Schweppe perfected his process for manufacturing carbonated mineral water in Geneva, Switzerland. In 1824, John Cadbury opened in Birmingham selling cocoa and chocolate. Cadbury and Schweppe merged in 1969 to form Cadbury Schweppes plc. Milk chocolate for eating was first made by Cadbury in 1897 by adding milk powder paste to the dark chocolate recipe of cocoa mass, cocoa butter and sugar. In 1905, Cadbury's top selling brand, Cadbury Dairy Milk, was launched. By 1913 Dairy Milk had become Cadbury's best selling line and in the mid twenties Cadbury's Dairy Milk gained its status as the brand leader. Cadbury India began its operations in 1948 by importing chocolates and then re-packing them before distribution in the Indian market. Today, Cadbury has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). Its corporate office is in Mumbai. Worldwide, Cadbury employs 60,000 people in over 200 countries.

BOARD OF DIRECTORS
C Y Pal - Chairman Matthew Cadbury - Managing Director Rajiv Wahi - Vice Chairman Jaithirth Rao - Director S N Talwar - Director Rajeev Bakshi - Director Harsh Mariwala - Director N V Iyer - Director David Kappler - Director B Puri - Executive Director P Chhaya - Executive Director J Strydom - Executive Director G Sridhar - Executive Director G M Bhat - Executive Director

OVER ALL TURN OVER

The confectionary industry in India is in its growth stage. This marketing Research data from the industry shows that the industry has been making impressive growth in the Indian economy. The confectionary industry is divided into the flowing specific industrial sectors: Chocolate, Hard-boiled candies, clairs and toffees, Chewing gums, Lollipops, Bubble gums, and Mints and lozenges (Laura, 2008). The total confectionary market is valued at about 41 billion Indian Rupees. It has a total turnover of about 223500 tones of confectionary produced every year. This is a huge overall turnover which is equal to that of established markets. Most the confectionary are consumed in the urban areas. The urban market constitutes about 73 percent of the total market. This is a skewed market share compared to the rural market which accounts for about 27% of the total market. This market data shows that the rural market has not been well tapped into. With more than 50 percent of the Indians living in the rural areas, it means that there is a high potential in the rural market (Cadbury, 2008).On the product share of the market, hard boiled candy accounts for about 18% of the market, clairs and Toffees has about 18% of the market share, while gums and mints and lozenges are at par accounting for 13 percent of the market share each.

WHAT IS BRAND?

A brand is a name sign symbol slogan or design or a combination of these, intended to identify the goods and services of one seller and to distinguish them from those of competitors". Branding helps differentiate products and can be a powerful tool of competitive strategy. While products can come and go over time, brands (if properly managed) can live indefinitely. Brands have many benefits for companies and consumers. For companies; strong brands add value, and consumers develop positive associations with the brand and are less likely to purchase competitors products. This means the brand can act as a barrier to competition. For consumers, brands help them to quickly identify products and make shopping easier. Strong brands carry a guarantee of quality which consumers trust and are often willing to pay more for. Consumers will pay a premium price for a branded product if they believe they it provides a higher value. Building strong brand is an important marketing strategy for companies, enabling premium pricing and making widespread distribution easier to achieve. Brand loyalty helps create and sustain high sales and profit. Brand equity is the value of a brand based on the extent to which its has brand loyalty, brand name awareness, perceived quality and strong brand association.

DEVELOPING A BRAND

A brand identity is the message sent out by the brand through its name, product shape and design, visual symbols (such as logos), advertising etc. This identity needs to be planned by brand management, as this is key to gaining market acceptance and leadership. The Brand Pyramid Brand Meaning Brand core Brand proposition Brand style Brand themes A brand pyramid can help managers plan and analyze a brands identity. The top tier of the pyramid consists of brand core. Brand core values are the genetic code of the brand and remain the same overtime. Closely related to these values is the brand proposition : the promise the brand makes to the consumer. This proposition should be easy to understand and appeal to the target market. The middle tier represents the brands style or elements of the brands identity that represents the self image of the brand of the brand and need to be relatively stable over time. The base of the pyramid is formed by the brand themes which are concerned with the brand currently communicate through its advertising, packaging, fashion, technological developments and changing consumer tastes.

. The brand pyramid helps managers understand the strengths of the brand and ensure consistency of its message. This also helps to identify the opportunities for brand stretching and brand extensions. A brand extension is the use of a well known brand name on a new product category. We will discuss this in relation to the DAIRY MILK brand. Brand starching is the use of an established brand name in unrelated markets or product categories , e.g. using a well known designer name on cosmetics, clothes, sunglasses etc, such as John Rocha Waterford Crystal.

CADBURY: THE BRAND

The brand CADBURY enjoys a high level of brand equity. Researches show 90% of the people recognizes the brand while 74% state that when it comes to chocolate only CADBURY will do.

COMPETITORS:

1.Nestle 2.GlaxoSmith Con 3. Britannia 4. Kwality Dairy

Market Share
9% 15% 6% Cadbury Nestle 70% Britannia Glaxo Smith

AMITABH BACHCHAN IS CADBURY BRAND AMBASSADOR

Cadbury India Ltd has announced that mega star Amitabh Bachchan will be the company's new brand ambassador. He will endorse and promote Cadbury chocolates for a period of two years. As brand ambassador, he will play a key role in brand and product communication on television, in print and outdoor media. Cadbury has launched a strengthened, new 'purity sealed' packaging for Cadbury Dairy Milk. The new packaging for 13g (Rs 5) is double wrapped for maximum protection. The chocolate is wrapped in aluminum foil and enclosed in a poly flow pack, which is completely sealed on all sides. In the second phase, the larger Cadbury Dairy Milk packs will come in poly-coated aluminium foil, which will be heat-sealed and then wrapped in the branded outer package. Both these steps are a 'first ever' in chocolate packaging in India. "Over the last few months, we have had some cases of infestation due to improper storage conditions. As a company committed to ensuring that our consumers enjoy a pristine bar of chocolate each time, we decided to take steps to reduce dependency on storage conditions to the extent possible," said Bharat Puri, managing director, Cadbury India Ltd. "Cadbury will do everything it can to ensure that every bar of chocolate that a consumer buys comes full of goodness and rich taste."

Commenting on Amitabh Bachchan as brand ambassador for Cadbury chocolates, Puri said, "There is a perfect fit between Amitabh Bachchan and Cadbury chocolates - their timelessness, and the love and trust they both share with the people across India, makes this an ideal partnership. Moreover, Mr Bachchan has a universal appeal that extends to everyone from 6 to 60, just as our chocolates do.

We believe his endorsement of Cadbury Dairy Milk will go a long way towards our objective of increasing chocolate consumption among all ages of consumers." Amitabh Bachchan said, "Most of you may not know this, but I have been a brand ambassador for Cadbury for the last 55 years. Only, now it is official. Bringing smiles, spreading happiness and joy amongst millions of people in India is what Cadbury and I shall be continuously working towards." The new 13g (Rs 5) Cadbury Dairy Milk packaging is currently available only in Maharashtra and the national rollout will take place over the next three weeks. New packaging for the larger bars of Cadbury Dairy Milk, Fruit & Nut, Crackle, Bournville, Caramello, and Double Deck will be completed in six weeks.

There are three main brand name strategies

Family brand names: The parent brand is also known as an umbrella brand. This term is given to product ranges where the family brand name is used for all products. The advantage of this approach is the positive associations with the parent brand will transfer to all sub brands. The risk however is that that if one brand is unsuccessful or falls into disrepute, the reputation of the complete family of brands can be tarnished. Cadbury is a family brand .

Individual brand names (multi brands): in this case each brand is created and named separately and has separate identity. Using a family brand may not be that suitable as brand values may be far apart.

Combination brand names: This approach allows for the optional use of the corporate brand name, while allowing an individual brand to be identified, e.g. Cadbury Dairy Milk.

Cadbury uses a combination of brand strategies. The family brand ,Cadbury is linked with its famous sub brands , i.e. Cadbury Crme Egg, Cadbury Roses and Cadbury Flake to name a few. The family brand identity is style communicated by

packaging with the Cadbury corporate purple color and the distinctive Cadbury script logo. The sub brand is then distinguished by its own individual livery.

Recently marketers have identified particularly strong family or corporate brands as MASTERBRANDS. Cadbury is such a brand. However, a true Masterbrand is more than name of the company it incorporates the companys mission, vision and values, representing them in a way that is easily understood by consumers. IBM is another example of MASTERBRAND.

Cadburys core brand values include "lifes everyday pleasures that make us feel good and never let us down. As a reward or a pick me up, we consumer s trust Cadbury chocolate to make us feel better.

CADBURY ADVERTISING TIMELINE THEIR PRODUCTS

1867 Cadbury Cocoa Essence began advertising. They highlighted the purity of the product with the slogan Absolutely pure, therefore best. 1900 Cadbury gained the help of a popular artist Cecil Aldin to create a series of posters and press adverts to advertise their products. 1920s-30s Cadbury promoted their products through the war by creating the Chocolate Mystery Man character. He gave out free gifts, but only if he could be found. 1928 Cadbury Dairy Milk poster campaigns began using the iconic glass and half slogan and image to stress its high milk content. 1930s Cadburys status as the nations favorite brand becomes the most important feature of the companys advertising. 1938 150,000 people went on the factory tour every year. It began in 1902 to link people more closely with Cadbury. 1939 During the 2nd World War Cadbury Dairy Milk disappeared. Cocoa and chocolate was under government restriction and only rationed chocolate was sold.

1951 The Bournville Story, a film promoting Cadbury, was made and shown cinemas around the country. 1955 Cadbury Drinking Chocolate was one of the very first ads on commercial television in this year. 1957 Cadbury commissioned thirteen one-minute films shown as TV adverts. These ads described the harvesting of the Cadbury chocolate ingredient. 1959/60 Flake TV advertising began; it used the iconic theme of a woman sensually enjoying a bar of chocolate on her own. 1970-1974 Memorable television ads raised the sales of Cadbury Fruit & Nut and Whole Nuts by 73% . 1983 The Wispa Bar launched including televised ad campaigns featuring comedians and comic actors talking about the new bar. 1990 Cadbury World opened a 10 million replacement for factory tours. 350,000 people visited in the first year.

1996 Cadbury began a 10 million annual sponsorship of Coronation Street, reaching an audience of eighteen million people. 2007 The Cadbury Gorilla ad premiered, immediately becoming one of the most popular adverts in recent year. 2008 Cadbury and Schweppes demerged, splitting its confectionery and drinks business. 2009 Kraft made a surprise proposal to take Cadbury over for 10.2bn.

CADBURY AND ITS PRODUCTS

Cadbury Boost is a chocolate bar made by Cadbury Ireland in the Republic of Ireland, and sold in the UK by Cadbury UK and also sold in Australia and South Africa. Its wrapper says that it consists of milk chocolate with caramel and biscuit filling. The wrapper also states that Boost is "Charged with glucose."

Cadbury Brunch Bar is a bar of cereals (oats, bran flakes and crispies) bound with honey and half covered in milk chocolate. They come in a variety of flavours: Raisin, Hazelnut, Apricot & Almond, Cranberry & Orange, Fruit & Nut, Mixed Berry, Chocolate Chip and Toasted Coconut and is made by Cadbury UK. They are breakfast type bars that are quick to eat in, and ideally as a slightly healthier and more wholesome snack option to chocolate bars. Cadbury Caramilk is a caramel-filled chocolate Adams in Canada. It was first sold in 1968.[1] bar made by Cadbury

Variations available, some of them limited editions, include Caramilk made with dark chocolate maple, chocolate, or cappuccino. "Chunky" (thicker) versions called Caramilk "Thick" and cylindrical versions called "Caramilk Rolls" (similar to Rolo) have also been introduced.

Crispy Crunch is a hard chocolate bar with a crispy peanut flake inside that is made by Cadbury. Crispy Crunch is sold in Canada. Crispy Crunches were sold in the United States for a brief time in the 1990s by the food distribution arm of Pro Set, the collectible card company. Pro Set went bankrupt, resulting in Crispy Crunch no longer being available in the United States. A lower-calorie version of Crispy Crunch was available for a limited time in the mid-1990s. The original manufacturers, Neilson, sold all their chocolate brands to Cadbury in 1996, though packaging continued to feature the Neilson logo for a few years. Since Cadbury began manufacturing of the chocolate bar, the recipe has changed in that it is less salty and more sweet as it has a more of the crunchytopaz coloured candy coating around the centre.

Bar and a Half In June 2009 Cadbury launched the "Cadbury Dairy Milk Bar and a Half" range as a replacement to the Cadbury Dairy Milk "8 chunk" across several Dairy Milk variants. The concept is that the bar is to be more "portionable", so parts of the bar can be "saved for later" although the bar is the same as the old 8 chunk but in Fruit and Nut, Whole Nut and Standard. This bar has the new logo and packaging. A similar technique has been introduced with Cadbury Double Decker and Cadbury Boost bars. However instead of larger bars, two separate bars are packaged together and are called "Duo". Both brands received a packaging refresh at the same time.

Cadbury Dairy Milk Caramel is a chocolate bar that is part of the Cadbury Dairy Milk brand and is made by Cadbury UK and Cadbury Ireland. The bar is sold in the United Kingdom and Ireland. The bar was first launched in 1976, originally called Cadbury Caramel until 2003, when it was renamed. In early 2009 it was relaunched, with the Caramel name re-emphasised as the main on-pack brand, and the Dairy Milk brand reduced in size. he product is a Cadbury Dairy Milk chocolate bar semi-divided into blocks each of which has a caramel filling. The blocks vary in shape and number according to the size of the bar, but on all bars, the blocks are stamped with the word Cadbury on the top.

Cadbury celebrations : Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry- fruits during festive seasons. Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut butterscotch and caramels. The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is an exotic range of chocolate covered dry fruits and nuts in various flavours and the premium dark chocolate range which is exotic dark chocolate in luscious flavours.

Cadbury Celebrations has become a popular brand on occasions such as Diwali, Rakhi, Dussera puja. It is also a major success as a corporate gifting brand. The communication is based on the emotional route and the tag line says "rishte pakne do" which fits with the brand purpose of strengthening your relationships with something sweet.

Cadbury five star Cadbury 5 Star needed to introduce an element of surprise in its eat experience to gain share among lapsed consumers. To do this the variant Cadbury 5 Star Crunchy was launched- which still had the richness of caramel, chewiness of nougat but also contained rice crispies. In o rder to engage youth the campaign was executed acrossTV, radio, internet, outdoor and print media.

Cadbury Perk: A pretty teenager; a long line, and hunger! Rings a bell? That was how Cadbury launched its new offering; Cadbury Perk in 1996. With its light chocolate and wafer construct, Cadbury Perk targeted the casual snacking space that was dominated primarily by chips & wafers. With a catchy jingle and tongue in cheek advertising, this 'anytime, anywhere' snack zoomed right into the hearts of teenagers. Raageshwari started the trend of advertising that featured mischievous, bubbly teenagers getting out of their 'stuck and hungry' situations by having a Cadbury Perk. Cadbury Perk became the new mini snack in town and its proposition "Thodi si pet pooja" went on to define its role in the category. As the years progressed, so did the messaging, which changed with changes in the consumers' way of life. To compliment Cadbury Perk's values, the bubbly and vivacious Preity Zinta became the new face of Perk with the 'hunger strike' commercial in the mid 90's.

ADVERTISING THEIR PRODUCTS IN DIFFERENT WAYS

The sales of product in the market depend upon advertising which is one of the factors that boosts the sales of the product in the market. Advertising can be in the form of print advertising, banner advertising, advertising on Television, radio advertising and of course advertisement on Internet. Over the last several years internet has emerged as a strong and successful platform for advertising a product by using different ways and methods to attract the attention of the customers. There are various ways to capture the thought process, which runs in the minds of the customers, and it is done on a regular basis through the medium of advertising. The purpose of running an advertising campaign is to generate the interest of new customers into the product, and to sustain the interest of regular customers in the product, so that there mind remains focused on the brand name and image of the product. Thus the advertisement of the same product can be seen simultaneously at many different places. Cadbury's advertisement can be seen during the late evening hours when different soap opera are broadcasted. Then on switching on the laptop to check the emails received during the day, the advertisement of Cadbury can be seen again, but of course, this time the form of advertisement i.e. size of advertisement is small, it looks like a teaser and the medium is different, here internet playing an important role. At weekend while going through the shopping mall the same advertisement of Cadbury can be seen highlighted in big posters and banners, giving more prominence to brand name, the product name and in order to attract the customer's attention, theme of the advertisement also been a part of the poster, which also gets highlighted.

Different brand names, different products and different ways of promoting the product. For Example:When Sun feast biscuits were initially launched, there was an aggressive advertisement campaign that was been done for the Sun feast biscuits by putting stalls at different places, where maximum number of customers come regularly, like for instance there was a stall of Sun feast biscuit at an exhibition which was been held on a ground, where there were number of different stalls and at the end when the customers are about to leave the exhibition there are different food stalls and refreshment stalls. Amongst the various different stalls in the exhibition, one stall was that of Sun feast biscuits and there were sizable number of customers, who were keen and eager to know more about Sun feast biscuits and some were even purchasing the biscuits. A few days later the same stall was seen at a shopping mall and now the number of customers were more than before. The reason being advertisements of Sun feast biscuits been shown on TV. Later on Shah Rukh was roped in for the advertisement of Sun feast biscuits and now Sun feast is a known to a large number of customers. Thus initially for any brand name it is important to gauge and know the customer's reaction, their opinion and views, and then slowly introducing the product in the market for the customers on a regular basis. So advertising here also plays a major role, banners and dangles must be attractive at the time of initial launch of the product.

While advertising on the internet there are many customers, who visit the Cybercafe and obviously they also comes across the advertisements. So there are different ways to grab the attention of these customers. Many times prominent websites like MSN, Yahoo and other big names related to websites are roped in and then there is a different format which is used to make sure that the customers make a note of the advertisement and pay attention to the product details. Like for instance there is a Contest which is been conducted wherein the customer will have to fill in the small form which requires his Full Name, mobile number, Address and email ID. Once these details are filled in the customer has to make sure that he has given the correct answer to the question and then submit the form. This is where Cybercafe customers are concerned. Many a times during movies and during cricket matches there are online contests, which are conducted where the customer has to select the right answer by clicking on one of the four different options provided to him i.e. A, B,C and D and then SMS the right answer on the given mobile number. There are mobile compaines who have conducted these kind of contests, recently MicroMax has done this contest during cricket matches. Thus customers are always there, each individual customer has his own purchasing capacity, but when it comes to decision making by the customer with respect to brand names many times advertising plays an important factor in the process of purchasing the product. This happens at the time when the customer makes a final decision.

Many brand names re-launch their products in the market depending upon the previous reaction received and upon the fact that what were the additional features that were required in the product because of which sales dropped. It is important that the customer knows about different brand names irrespective of the fact, which product, he buys at the end of the day. This is where advertising and promoting a product in the market plays a dominant role. Media Advertising- Use of available media channels, meaning cinema, TV, radio, press and the internet. In other words the Cadbury should focus on the media through which it reaches its primary target market-young people of age 1635. During the pre launch campaign Cadbury should not address the controversy; however it should make it clear that the product is not suitable for age below 15 and not advisable for pregnant women. This way the competition will keep their mouth shut and their will be no post launch negativism in Singapore. This will be done a month before the launch. Direct marketing: Direct marketing defines the practice of directly provide the promotional information to potential customers instead of through a media. Direct marketing enable firms to build close relationship with their customers and collect the most relevant customer information. Direct marketing is cheaper and quick way to get in touch with your target customers and offer more choices as firms cutout the inter-mediators. For example, telemarketing is a fast growing form of direct marketing in the recent years. For the purpose of boosting the awareness and stimulating sales, Cadbury Trebor Bassett had launched a series of direct marketing campaign such as the dairy milks door drop campaign through the leaflet firms. Mailings and inserts to house is being frequently used in the Cadburys direct marketing campaign and those campaigns have meet the

objectives of Cadbury such as increasing the sales dramatically during the campaign time and it conducted a lot of valid customer information. For example, Cadburys multi-award winning campaign like the Real Taste of Life to capture the child like spontaneity in every adult had reached extreme success. Moreover, in order to extend the reach of its popular gorilla campaign and capitalize the target customers of 18-34 years old, Cadbury had created the Vodafone mobile marketing to deliver extra content and take the brand awareness and brand identity to a new level amongst the target audience.

Interactive media : The interactive media is more effective than traditional media because it allows customers to participate and give feedback throughout the process of purchase and consumption. Interactive media can take many forms such as the company website, mail box and virtual reality mall kiosks. The frequently asked questions on Cadburys website are being used effectively at all time for customers. For example, the FAQ has provided information as we were listened and fixed as New Zealand customers complain the palm oil in Cadbury dairy milk chocolate. And now the cocoa butter only Cadbury dairy milk chocolates are back in the New Zealand market. In addition, Cadbury likes its customers to engage in the operations so as to offer the desired taste of chocolate for its target customers. Moreover, customers can chat on the Cadburys community website to obtain more product information and provide feedback to the Cadbury management team. For example, customers are encouraged to joint the promotions of Cadburys Online Community competition, Great Picnic Challenge and the Top Gear Live Promotion.

Sales promotion : Sales promotion is a common strategy that used to offer extra value or incentive for the product to the sales force, distributors or ultimate consumers. Sales promotion can be consumer oriented and trade oriented, businesses could take one of them or combine two together if require. Samples given, coupons given, bonus packs and price off deals are very common form of consumer oriented sales promotion. Trade oriented promotion can be done through trade allowances, trade shows, cooperative advertising and so on. Cadbury has launched many sales promotion activities especially the customer oriented promotion that customers can benefit from it such as the Cadbury dairy milk buttons had launched the kids campaign in the city centre in April last year, the target audience of the campaign is parents with kids and the campaign include treasure hunts, face painting, story telling and biscuit and button decorating. Furthermore, Cadbury has been launching the yearly discount selling or price off sales promotion activities during Christmas time in supermarket for a long time and it does increase sales dramatically every year.

Publicity/public relation : Business trend to use the news or business press to create and carry positive images or stories about their business and products for the purpose of stimulate their sales and operations. Therefore, building a good relationship with local press representatives to support good reputation in the public is significantly important for firms because people like to support firms with positive image and good reputation. However, public relation is a risky way of communication due to firms cannot control the infection in negative aspects. Cadbury utilizes variety of tactics for the public relation such as the activities of sponsorship of screenclick.com, the radio promotion, media gift, product placement and point of sales. Cadbury has put much attention to the concern of publicity such as the company always inform to consumers about its changes. For instance, consumers can see the business evolution information on Cadbury website like the NZ Product Changes Q & A The most distinctive form of building public relation for Cadbury is its

Trading Terms that declare the Cadbury conditions of purchase for detailers to offer the best quality of chocolate and service for consumers. The Cadbury Nutritional labeling global standard to explain about consumer health and ingredient are also indicated on the company website which include the detailed product information and consumer health issues.

Sponsorships: Sponsorships is the branding marketing that businesses invest to support a particular event, program or project so as to gain the commercial advantages and showing their advertisement. For example, firms involve coordinated beyond the banner placements in special event in order to broadening its competitive edge by improving the companys awareness, image, prestige and credibility. Sport sponsorships is a popular trend that many firms used to foster their brand loyalty program in the modern time. Cadbury has a long tradition of sports sponsorship, both in its original country and of supporting major international events. Cadbury New Zealand had announced to be the official treat provider of the New Zealand Olympic Teams for Vancouver 2010 and London 2012. In addition, its easy to find out the information about Cadburys international sponsorships promotions such as the Coronation Street and Cadbury's Chocolate and the Cadbury sweeten London 2012 sponsorship. Personal selling : Personal selling is a two ways communication between sellers and buyers and it can be done through face to face, via the internet or telephone. From personal selling, firms can gain the feedback quickly from customers, demonstrate the benefits of particular products and adjust their message immediately to capture customers concern and desire needs. Personal selling had been used long time ago by Cadbury and it is not being used anymore as brand awareness and brand identity of the Cadbury was increased dramatically.

CONCLUSION

The development of the provides an excellent example of innovation and Cause Related Marketing. Cadbury Schweppes is helping to further children's knowledge and understanding of the environment in a practical way whilst developing and extending its traditional Cadbury's Dairy Milk product. By choosing Yowie, children can enjoy Cadbury's Dairy Milk chocolate and, at the same time, learn about environmental issues in a fun way, collecting and playing with a range of toy animals. The fact that Yowie and their associated products are both entertaining and educational means they are appealing to both children and adults, thereby increasing sales potential. The net result is that Cadbury Schweppes is better able to achieve its business goals, whilst raising awareness of an issue which young people feel to be important. To ensure consumer safety, Cadbury Australia was careful to print the following statement clearly on individual packaging and on the instructions inside the product: 'capsule contents not suitable for children under 3 years. Small parts may be swallowed or inhaled.' This consumer safety notice complied with Australian safety regulations.