MARKETING STRATEGIES OF

CADBURY’S
PRESENTED BY,
JOANES MARIA.A
09MBA21
COMPANY PROFILE
 Cadbury India can be termed as one of the best performing FMCG
companies today. Unlike their peer groups, which are more of complete
food companies, Cadbury is a very niche player with a dominant position in
Indian Chocolate Confectionery market. This makes it different & more
successful in comparison with the peer companies.
 Now is the period of slowdown in the economy, where FMCG companies
are the first ones to be hit upon. Reduction in the real income of the
consumer has made its direct impact on the top –line growth of the
company. Still, Cadbury has been able to drive its bottom- line growth. The
reason for the success is the Corporate Governance practiced in the
organization. We update its growth, progress and current valuation in this
report.
PRODUCT LINE

Cadbury is mainly into five product lines

 Chocolates
 Sugar Confectionery
 Drinking chocolate and malt extract
 Cocoa powder
 Malted foods
PRINCIPLES OF MARKETING
Cadbury's Follows the principles of marketing in
providing
 the needs of the customer such as customer

satisfaction and customer future needs

 the needs of the organisation such as products and

markets
 the influence of the market such as their competitors

and legal factors.

THE 4 P’s
PRODUCT
 Cadbury dairy milk is made from real chocolate.
 Its ingredients include cocoa butter and there is a glass
and half full cream dairy milk in every 200 grams of
Cadbury dairy milk chocolate.
 Cadbury buys 65 million litres of fresh milk each year
to make Cadbury dairy milk chocolate.
PRICE
The price charged for a chocolate bar can determine whether

a consumer will buy it and the level of sales achieved can

determine whether or not Cadbury’s will make a profit.

Price is also affected by factors such as the state of the

economy, what competitors are charging, the stage reached

in the products life cycle and above all what price the market

will bear.
PLACE
 Cadbury dairy milk is produced at the chocolate factory in Bourneville in

Birmingham.
 After the chocolate is produced and has undergone all the quality checks it is

transported to the stockrooms.

 After this Cadbury sells it products to shops that deal with beverages and

confectionery e.g. corner shops, super stores and petrol station.

 These businesses are usually visited by customers on a daily basis.
 They then sell it to the general public.
 Cadbury produces chocolate for more than 200 countries so that they have a

chance to enjoy it as well and make profit.

 This gives them a wide range of consumers around the world.
PROMOTION:

This company advertises via

 Print Media
 television
 Posters
MARKET SEGMENTATION
 The company does put the customers first making them
marketing orientated but mainly to younger customers by
making their products affordable and appealing to children.
 Cadbury's research on what types of chocolate they can make
to satisfy their customers resulting in a company with
multiple products from a standard chocolate bar to Easter
eggs and ice cream to cakes targeting a wide range of
customer needs in food products.
COMPETITORS

Top Cadbury Competitors are:

 Mars, Incorporated McLean
 Nestlé, Switzerland
 Wrigley ,Chicago