EXECUTIVE SUMMARY

The Cadbury India’s number one chocolate is able to share with their market insights based
upon unparalleled breath of chocolate experience.

The merge in 1969 with Schweppes and the subsequent development of the business have led
to Cadbury Schweppes taking the lead in both, the confectionery and soft drink market Intec
UK and becoming a major force in the International market . Cadbury Schweppes today
manufactures product in 60 countries and a trade in staggering 120.

This project is a sincere effort to look for the market potential in chocolate and confectionery
industry. A descriptive research procedure had been applied to come to the conclusions of the
project. A detailed Questionnaire had been prepared and the responses of the concerned people
had been collected for the analysis. The project later concluded in showing the reputation of
Cadbury in the market.

Cadbury currently makes around one third of its total Asia Pacific sales from ‘emerging
markets’, of countries like China, India , Malaysia ,Singapore etc.
 INTRODUCTION
John Cadbury is the founder of Cadbury. The Headquarters of Cadbury is in Uxbridge, London,
England. Cadbury in India can be termed as one of the best performing FMCG companies
today. The Cadburys Inc. has taken the opportunity to offer us a broader view of chocolate
category. The Cadburys India’s no.1 Chocolate is able to share with their market insights based
upon unparalleled breath of chocolate experience.

Cadbury has grown from strength to strength with new technologies being introduced to make
the Cadbury confectionary business, one of the most efficient in the world. The merge in 1969
with Schweppes and the subsequent development of the business have led to Cadbury
Schweppes taking the lead in both, the confectionary and soft drink market Intec UK and
becoming a major force in the international market. Cadbury Schweppes today manufactures
product in 60 countries and a trade in staggering 120. The Cadbury story is a fascinating story
of a family business that grew in one of the biggest, most loved chocolate brand in the world.
A story that you will remember as the story of “The taste of life”.

Cadbury is a company with a long history in Australia and a passionate commitment to

making everyone feel happy.
 INTERESTING FACTS
1. Cadbury was the first company to include pictures instead of printed text on chocolate
boxes.

2. George Cadbury didn’t want to take mothers away from their children, so he developed
a company rule that women had to leave work when they got married. Each married
woman was given a bible and a carnation as wedding gifts.

3. In 1886 Cadbury became one of the first firms to have dining rooms with kitchens and
food for sale.

4. A miniature metal animal (elephant, penguin, owl, fox, duck, squirrel, rabbit or turtle)
was given away with specially designed cocoa tins in 1934. In the same year, Cadbury’s
tokens, which came with packs of cocoa, could be reduced for lamps, kettles and
saucepans.

5. So many children joined Cadbury’s Coco club that it had 300,000 members in 1936.

6. Cadbury’s World Visitor Centre opened in 1990, welcoming 400,000 visitors in its first
year.

7. Cadbury launched a Get Active program in 2003, helping 10,000 teachers get in shape.
 OBJECTIVE OF THE PROJECT

My main objective of the study on this project is to demonstrate the Marketing strategies of
Cadbury India ltd and we have also tried to know the consumer’s perception towards Cadbury.

And to arrive at my findings, I have done few analysis:

SWOT Analysis

Marketing Strategy of Cadbury

Challenges faced by Cadbury

5 P’S of Cadbury i.e.

1. PRODUCT
2. PRICE
3. PLACE
4. PROMOTION
5. POSITIONING
 COMPANY’S PROFILE

Cadbury is internationally headquartered in Uxbridge, West London, and operates in more than
50 countries worldwide. It is known for its Dairy milk chocolates and many other confectionery
products. Cadbury was granted its first Royal Warrant from Queen Victoria in 1854.

Cadbury Company occupies 84,000 square feet of leased space inside Building 3 of the
Business Park, which it shares with Mondelez’s UK division. After acquiring Cadbury, Kraft
confirmed that the company would remain at Cadbury house.

Cadbury’s has a far better distribution network than Nestle and Amul. Its chocolates can be
found in every nook and corner of the country where as the competitors have not been able to
do so.

Another interesting strength, which we found out during the market research, was the
packaging strategy, we found out that all.

Big players especially Cadbury’s keep on changing the packaging of its chocolates after every
six months. Most of people decide to buy the chocolate only if they find the packaging
attractive. But there are some weaknesses also attached with the chocolate industry like we all
know that chocolate as such is a perishable commodity, so, if there is no proper maintenance
the chocolate can easily perish due to which the company can run into severe losses.
 HISTORY OF CADBURY
In 1824, John Cadbury, a Quaker, began selling tea, coffee and drinking chocolate in Bull
Street in Birmingham, England. From 1831 he moved into the production of a variety of cocoa
and drinking chocolates, made in a factory in Bridge Street and sold mainly to the wealthy
because of the high cost of production. In 1847, John Cadbury became a partner with his brother
Benjamin and the company became known as "Cadbury Brothers".] In 1847, Cadbury's
competitor Fry's of Bristol produced the first chocolate bar (which would be mass-produced
as Fry's Chocolate Cream in 1866). Cadbury introduced his brand of the chocolate bar in 1849,
and that same year, Cadbury and Fry's chocolate bars were displayed publicly at a trade fair
in Bingley Hall, Birmingham. The Cadbury brothers opened an office in London, and in 1854
they received the Royal Warrant as manufacturers of chocolate and cocoa to Queen Victoria.
The company went into decline in the late 1850s.

John Cadbury's sons Richard and George took over the business in 1861. At the time of the
takeover, the business was in rapid decline: the number of employees had reduced from 20 to
11, and the company was losing money. By 1866, Cadbury was profitable again. The brothers
had turned around the business by moving the focus from tea and coffee to chocolate, and by
increasing the quality of their products.

With Cadbury’s continued success in chocolate, George and Richard stop selling tea in 1873.
Master confectioner Frederic Kinchella was appointed to share his recipe and production
secrets with Cadbury workers. This resulted in Cadbury producing chocolate covered nougats,
pistache, avelines and more.

In 1905, Cadbury launched its Dairy Milk bar, a production of exceptional quality with a
higher proportion of milk than previous chocolate bars. Developed by George Cadbury Jr, it
was the first time a British company had been able to mass-produce milk chocolate.