ANALYSIS ON BRAND

CADBURY
9/6/2017

Baishalee Chakrabarti
HISTORY OF CADBURY-

Cadbury is a British multinational confectionery company owned by Mondelz International. It

is the second largest confectionery brand in the world after Wrigley's. Cadbury is headquartered
in Uxbridge, London, and operates in more than fifty countries worldwide. Its best known
products include Dairy Milk chocolate.

In 1824, John Cadbury began to sell tea, coffee and drinking chocolate from his premises in
Birmingham. Cadbury developed the business with his brother Benjamin, and later his sons
Richard and George. George developed the Bournville estate, a model village designed to
improve the living conditions of company employees. Dairy Milk chocolate, introduced in 1905,
used a higher proportion of milk within the recipe compared with rival products. By 1914, the
chocolate was the company's best-selling product.

Cadbury merged with J. S. Fry & Sons in 1919, and Schweppes in 1969. Cadbury was a constant
constituent of the FTSE 100 from the index's 1984 inception until the company was bought by
Kraft Foods in 2010.

The companys first logo in 1905

In 1900 the brother started advertising and creating awareness about their products using fine
posters and images. In 1905 George launched first milk chocolate named Dairy Milk as a
challenge to Swiss milk chocolates. In the same year the companys first logo was also
commissioned. After three year in 1908,Bournville chocolate was launched and named after the
Bournville factory in which it was prepared. In 1920,Cadbury Dairy milks new parcel wrap was
launched consisting of purple and gold color pack.

The following years passed with increasing popularity of the company with launch of its new
productsFlake and Crunchie.In 1939 however due to the second world war the raw materials
were rationed. Manufacturers were banned to use fresh milk and chocolates were made using dry
skimmed milk powder. After the war however the company worked hard to restore its business
and expanded their biscuit range. In 1948 Cadbury launched Fudge. In 1957,the company was
successful in launching its first tv advertisement. In the following years the company introduced
many new products in market like Skippy, lucky numbers and Aztec Bars.
Presently Cadbury is the second largest confectionary brand of sweets & chocolates in the world
winning hearts of millions of customers every day.

Various brand variants of cadbury-

1.Cadburys Temptations

2.Cadburys Oreo

3.Cadburys Dairy Milk

4.Cadburys Bournvita

5.Cadburys Perk

6.Cadburys 5 Star

7. Cadburys Gems

BAGS, BOXES AND ROLLS-

Bitsa Wispa

Boost Bites

Clusters

Crispello Double Choc

Crispello Vanilla Velvet

Crunchie Rocks

Crunchie Treat Size

Crunchums

Dairy Milk Buttons

Dairy Milk Buttons Treat Size

Dairy Milk Caramel Nibbles

Dairy Milk Chocos

Dairy Milk Chunks

Dairy Milk Freddo Faces

Dairy Milk Giant Buttons

Dairy Milk Marvellous Mix-Ups with Maynard's

Dairy Milk Marvellous Mix-Ups with Oreo

Dairy Milk Pebbles

Dairy Milk Treat Size

Dinky Deckers bitsize Double Decker pieces

clairs Classic

clairs Coffee Flavour

clairs Hazelnut Twist

clairs Orange Twist

clairs Velvets

clairs Velvets Coffee Flavour

Favourites

Goody Bag

Heroes

Heroes Family Bag Treat Size

Heroes Friends Bag Treat Size

Heroes Party Bag Treat Size

Maxi Mix

Milk Tray

Mis-Shapes
Pebbles

Popcorn

Pretzels

Roses

Thank You Pralines

Time Out Treat Size

Twirl Bites

Twirl Treat Size

Variety

White Buttons

With Love Pralines

BEVERAGES-

Bournville Cocoa

Freddo Drinking Chocolate

Drinking Chocolate

Highlights Bournville

Highlights Caramel

Highlights Fudge

Highlights Hazelnut

Highlights Milk Chocolate

Hot Chocolate In An Instant

Tassimo Cadbury Hot Chocolate

Top Choc Vending

Wispa Gold Hot Chocolate

Wispa Hot Chocolate

CELEBRITY-

The Big B factor

The big B factor has pushed up cadbury dairy milk sales in the Amitabh Bachan Campaign. It
had helped increase sales as well as restoring consumer faith in the quality of product.

BRAND POSITIONING-

Cadbury is a sweet for happy occasions or auspicious beginnings.

USP-

Cadbury is one of the biggest and most trusted chocolate brands worldwide.

Delivering recipes for lifes upbeat occasions i.e. no matter what the occasion is It will provide
the perfect accompaniment.

MARKET SHARE-
An attractive market
The confectionery market has grown steadily over the past five years at a rate of 5% (compound
annual growth rate). Growth in developed markets, which represent around 60% of the total by
value, has been at around 3% p.a. whereas growth in emerging markets, the remaining 40%, has
been strong at around 10% p.a.
Innovation is a major driver of growth in developed markets where premium and better-for-you
products are prevailing themes.
The faster pace of growth in emerging markets can be attributed to higher population growth
rates and rising levels of prosperity, which has increased demand for affordable luxuries and
treats.
COMPETITORS-

MARS-

Coca Via

Milky way

Snickers

HERSHEYS-

Milk chocolate

Syrup

Hersheys cookie and chocolates

NESTLE-
Kitkat

Munch

Milky bar

Bar-one

Alpino

Polo

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