CADBURY INDIA

LTD.

Madhavi R. Malshikhare
 History
1824 - John Cadbury opened in Birmingham.
1831 - Started manufacturing drinking chocolate and cocoa.
1854 - Received the Royal Warrant as manufacturers of chocolate and cocoa to Queen Victoria.
1873 - Cease the trading of tea.
1878 - John Cadbury's sons Richard and George acquired the Bournbrook estate.
1879 - Renamed the Bournbrook estate to Bournville and opened the Bournville factory.
1905 - Cadbury Dairy Milk, was launched.
1919 - Merger with J.S. Fry & Sons Limited, another chocolate manufacturer.
1969 - Cadbury and Schweppe merged to form Cadbury Schweppes plc.
1948 - Operation began in India.
1965 - Pioneered the development of cocoa cultivation in India.
2003 - Adams Confectionery was acquired.
2007 - Announced the closure of the Keynsham chocolate factory, formerly part of Fry's.
2008 - Demerged the Americas Beverages(Schweppe) business and created Cadbury plc.
2009 - Kraft Foods made a £10.2 billion takeover bid for Cadbury, offer was rejected, with
Cadbury claiming that it undervalued the company.
 Company’s Profile
World's largest confectionery company.

Cadbury India began its operations in 1948.

Food product company with interests in Chocolate Confectionery, Milk Food

Drinks, Snacks, and Candy.

Market leader in Chocolate Confectionery business with a market share of

over 70%.

Cadbury's main product - Bournvita is the leading Malted Food Drink in the

country.

Worldwide, Cadbury employs 60,000 people in over 200 countries.

 Vision & Mission
Vision:
"Working together to create brands people love"

Cadbury’s mission statement

  Says simply, ‘Cadbury means quality’; this is our promise. Our reputation is
built upon quality; our commitment to continuous improvement will ensure
that our promise
  
Mission Statement 0f the product:
The mission statement of our new product is “To provide our customers
with a tempting and exquisite taste” as Enticing Treats means a mouth
watering treat which is simply irresistible.
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Business Operations
Five company-owned
manufacturing facilities:
Thane
Induri (Pune)
Malanpur (Gwalior)
Bangalore
Baddi (Himachal Pradesh)

4 sales offices:
New Delhi
Mumbai
Kolkota
Chennai

Corporate/Head office:
Mumbai
Competitors
 Analysis of Objectives for
Cadbury and Nestle
Objectives Cadbury India Nestle India
Corporate • Broadening consumer appeal • Constant focus on
Objectives and extending reach to newer innovation and renovation
Markets and providing greater value
to consumers
• Sustained growth of market
share through aggressive • Striving for low cost
product development operation by pursuing and
accelerating industrial
• Striving for international restructuring and aiming for
quality in the products and manufacturing efficiency
Processes
• Regaining an impulse
• Focusing on cost distribution culture
competitiveness, productivity
and innovative utilization of
Assets

• Energizing and developing its

People
Continued…
Continued…

Analysis of Objectives for

Cadbury and Nestle
Marketing • Setting up new capacity and • Distribution through
Objectives increasing volumes innovative consumer
promotions and trade
• Get more people to eat more offerings and supporting key
chocolate, which calls for price points
making it more affordable and
being more innovative • Maintain the trust of
customers on Nestle
• Could get into new product products that comes from a
categories like gums where the quality image that has been
global portfolio is impressive built up for over a century

• Aiming for a larger footprint in

the confectionery space

Advertising • Leverage further the Cadbury • To create focus on

Objectives label, which is what the
company has been doing with
aggressive advertising and
Promotions
nutrition, wellness and
fitness and the increasing
health consciousness
amongst the urban
Population
SITUATION ANALYSIS
 Board Members

Name Designation
C Y Pal Chairman / Chair Person

Rajiv Wahi Vice Chairman

Anand Kripalu Managing Director
Rajesh Garg Executive Director
V Chandramouli Executive Director
Sanjay Purohit Executive Director
Atul Bhatia Executive Director
Jaiboy Phillips Executive Director
Sunil Sethi Executive Director
Radhakrishnan Non Executive Director
Menon
Harsh Mariwala Non Executive Director
Suresh Talwar Non Executive Director
 Policies
– HERT (Human Rights & Ethical Trading) Policy
• Core labour rights and dignity at work
• Health and safety in the workplace
• Fair remuneration
• Diversity and respect for differences
• Opportunity for development
– Work Related Road Safety Policy
• Driving whilst impaired
• Fitness to drive
• Seat belts
• Motorcycle helmets
• Mobile phones and other hand-held electronic devices
• Bicycles
• Smoking
• Hitchhikers
– Sustainable Energy Management Policy
– EHS (Environment, Health & Safety) Policy
 Corporate Responsibility
Commitments

• Environment
– Migratory birds stop over at Bangalore factory
– Pioneering cocoa cultivation in India
– Bangalore factory: the sun shines at night… Acknowledged as
'Preserver of Environment‘

• Community
– Non-formal school set up for children of migrant workers in Baddi
– Tie-up with Bharti-Walmart to support education needs of
underprivileged children
– Redevelopment of two villages in the costal region of Pondicherry
– Cadbury spreads smiles at Vatsalya (an NGO), support the educational
needs of 100 street children
– Supports the building of a Neo-natal ward
– Launched the Community Initiative Programme, under the banner:
Nutrition, Education, Security and Love near Malanpur factory (MP)
 Achievements

Major Achievements of Cadbury

• Worlds No 1 Confectionery company
• World's No 2 Gums company.
• World's No 3 Beverage company.
• Cadbury Dairy Milk & Bournvita have been declared a "Consumer
Superbrand" for 2006-07 by Superbrands India.
• Cadbury India has been ranked 5th in the FMCG sector, in a survey on
India's most respected companies by sector conducted by Business
World magazine in 2007.
• Cadbury India has been ranked as the 7th Great Place to Work and the
No. 1 FMCG company in India in 2008, by the Great Place to Work
Institute.
• Asian Marketing Effectiveness Awards 2008 for Bournvita
Folk/Fusion campaign - GOLD award for the "Best Insights and
Strategic Thinking" and SILVER award for the 'Most Effective Use of
Advertising'.
 Conclusion
• Cadbury being a reputed company has its brand name as one of its biggest strengths.

• Cadbury offers a limited variety of products as opposed to other leading competitive brands, e.g.
Amul and Nestle that offer an array of products like biscuits, dairy products, etc.

• Venture into new segments individually or jointly (food and beverages), introduce their foreign
products in India & target urban areas and developing sectors - by working on availability and
affordability.

• Significant increase in the ‘food & snacks segment’ offerings which means high indirect competition
with low cost local players as well as high brand recognition global players. Also, trends of purchase
may change with the ever-changing taste preference of consumers.
 Bibliography

http://www.cadburyindia.com/home/index.asp

http://investing.businessweek.com/research/stocks/private/snapshot.asp?
privcapId=2481332

http://www.metacafe.com/watch/122373/video/R/CFD_1002/

http://corporatemissions.blogspot.com/2007/10/cadbury-india.html

www.scribd.com/doc/16653160/Final-Cadbury

http://en.wikipedia.org/wiki/Cadbury_plc
THANK YOU