University Of Central Punjab

Project: Cadbury Company

Submitted to: Prof. Raheel Afzal

Prepared by: (Team: Seekers)

Asifa Rasheed K1F14MCOM0029 (leader)

Noor-ul-Ain K1F14MCOM0017

Mustafa Hanif K1F14MCOM0008

Abdul Wahhab K1F14MCOM0002

Zain Anjum K1F14MCOM0021

Asif Nawaz K1F14MCOM0005

 Acknowledgement

In the name of ALLAH ALMIGHTY, the most beneficent and

the most merciful
First of all, we are grateful to ALLAH ALMIGHTY, who
bestowed us with health, abilities and guidance to complete this
project in a successful manner. After that we express our sincere
gratitude to Prof. Raheel Afzal for his stimulating guidance,
continuous encouragement and supervision throughout the
project.
This project is a thorough team effort. We hope we have
achieved the high standards set by Raheel Afzal.

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 Table of contents

Sr.no. Particulars Page no.

1. History 4

2. Introduction 21
3. Vision & mission 22

4. Positioning 22
5. Advertising strategy 23
6. Products 24
7. 4 P’S 27

8. Competitors 29
9. Departments 30

10. SWOT analysis 32

11. Product life cycle 35
12. Market segmentation 36
13. Market share 38

14. Environmental factors 39

15. Performance analysis 42

16. Recommendations 43

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 Cadbury Company

Cadbury’s slogan: (often used in Pakistan)

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History:
Cadbury was founded almost 200 years ago. Delve into the fascinating history and you'll find a
wealth of interesting facts on subjects including advertising, Cadbury family, past and present
products and philanthropy.

1800-1850

1824 John Cadbury opened bull street shop

In 1824, John Cadbury opened a grocer’s shop at 93 Bull Street, Birmingham. Among other
things, he sold cocoa and drinking chocolate, which he prepared himself using a pestle and
mortar.

1831, John Cadbury opens factory in crooked lane

The Cadbury manufacturing business was born in 1831, when John Cadbury bought a four-
storey warehouse in nearby Crooked Lane.

1842, the range expands

By 1842 John Cadbury was selling no less than 16 varieties of drinking chocolate and 11
different cocoas!

The chocolate varieties boasted titles like 'Churchman's Chocolate’, 'Spanish Chocolate’, and
'Fine Brown Chocolate’. Cocoa was sold as flakes, in powder and in nibs.

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1847
The business moves to Bridge Street
In 1847, the Cadbury brothers' booming business moved into a new, larger factory in Bridge
Street in the centre of Birmingham.

Fry's produce the first chocolate bar

Fry & Son made a ‘chocolate delicious a manger’ in 1847.

The first bar of chocolate appeared, as we know it today.

1850-1900

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1861, Richard and George Cadbury take charge
John's health rapidly declined and he finally retired in 1861, handing over complete control of
the business to his sons Richard and George. The brothers were just 25 and 21 when they took
charge of the business.

The first few years were tough. To keep the business alive, the brothers worked long hours and
lived frugally. George looked after production and buying. Richard looked after sales and
marketing,

1866, an innovative processing technique is introduced

The turning point for the Cadbury business was the introduction of a new processing technique,
resulting in the 1866 launch of 'Cadbury Cocoa Essence', the UK's first unadulterated cocoa.

The marketing of Cocoa Essence helped increase sales dramatically and transformed a small
business into the worldwide company that Cadbury is today.

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1875
First milk chocolate bar
This wasn’t a completely new idea; Cadbury produced their milk chocolate drink based on Sir
Hans Sloane’s recipe between 1849 and 1875. And Cadbury added their own milk chocolate bars
in 1897.

Cadbury makes their first Easter egg

The first Cadbury Easter egg was made in 1875. They were filled with sugar-coated chocolate
drops known as 'dragees’. Later Easter eggs were decorated and had their plain shells enhanced
with chocolate piping and marzipan flowers.

1878, The Cadbury brothers are inspired by their vision

George Cadbury had a new vision of the future. 'Why should an industrial area be squalid and
depressing?’ he asked. His vision was shared by his brother Richard, and they began searching
for a very special site for their new factory. In 1878 the brothers found their new home.

1879, Bourneville 'the factory in a garden' is born

The first bricks were laid in January 1879 and 16 houses for foremen and senior employees were
built on the site.

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1893, George Cadbury adds another 120 acres to Bourneville
George Cadbury had already created some houses for key workers when the Bourneville factory
was built. Then, in 1893, he bought another 120 acres near the works and started to build houses
in line.

1895, George Cadbury builds a further 143 cottages in Bourneville

In 1895, 143 cottages were built on the land George had bought privately, a total of 140 acres.

1897, Cadbury milk chocolate is launched

Cadbury milk chocolate hit the shelves in 1897, but it probably wouldn’t be much to our taste
now. Made of milk powder paste, cocoa mass, cocoa butter and sugar, the first Cadbury milk
chocolate bar was coarse and dry and not sweet or milky enough to be a big hit.

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 1900-1920

1900, Early outdoor and press advertising

Cadbury produced some of the finest examples of posters and press advertisements during this
period. His evocative images featured in early magazine campaigns and graced poster sites all
over the country.

1905, Cadbury dairy milk is launched

In 1904, George Cadbury Junior was given the challenge to develop a milk chocolate bar with
more milk than anything else on the market.

All sorts of names were suggested, 'Highland Milk', 'Jersey' and 'Dairy Maid'. But when a
customer’s daughter suggested 'Dairy Milk', the name stuck. Dairy Milk was launched in June
1905. Cadbury Dairy Milk has become what's known as a 'megabrand', hugely popular and
available in many different varieties, all over the world.

1905, First Cadbury logo commissioned

In 1905 William Cadbury commissioned the first Cadbury logo.

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1906, Bourneville cocoa is launched
At first, Cadbury resisted creating an alkalized cocoa (a product made less bitter by adding
harmless carbonate of potash) having emphasized the purity of their own cocoa. But, eventually,
the company realized that alkalized cocoa was the future and created Bourneville Cocoa.

1908, Bourneville chocolate is launched

Bourneville chocolate was launched in 1908. It was named after the Bourneville factory where it
was made, and was originally launched just as a plain chocolate bar.

1914, Fry's Turkish delight is launched

J.S. Fry & Sons merged with Cadbury in 1919 but the name of the bar remains. Fry’s Turkish
delight.

1915, Milk tray is launched

Boxes of chocolates had been produced at Cadbury since the 1860s. But they were expensive.
Milk Tray was different: a chocolate assortment, affordable enough to be an everyday treat.

1919, Cadbury purchases fry's

Cadbury bought Frys in 1919 and the company grew, producing delicious chocolate on a grand
scale, so it could be enjoyed by everyone.

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 1920-1940

1920, Cadbury dairy milk goes purple

Cadbury Dairy Milk started out in pale mauve with red script, in a continental style 'parcel wrap’
at its launch in 1905. The full Dairy Milk range became purple and gold in 1920.

1920, Flake is launched

The 'crumbliest flakiest chocolate’ was first developed in 1920.

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1921, Cadbury script logo first appears
The Cadbury script logo, based on the signature of William Cadbury, appeared first on the
transport fleet in 1921.

1928, the 'glass and a half' symbol is introduced

It was originally used in 1928 on press and posters, but since then it’s been in TV ads and on
wrapper designs, where you can still see it to this day.

1928, investment begins in Cadbury dairy milk ads

'Glass and a half’s simple message of food value combined with enjoyable eating has found its
way on to TV ads and wrappers. And it’s still there today - becoming synonymous with Cadbury
Dairy Milk worldwide.

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1929, crunchy is launched
A Fry’s product, Crunchy was launched to rival an Australian bar called the Violet Crumble,
which first appeared in 1913.

1938, Cadbury roses are launched

Cadbury Roses were introduced to compete in the twist wrapped assortment market.

1939, Second World War begins

Cadbury Dairy Milk came off the shelves in 1941 when the government banned manufacturers
from using fresh milk. Instead there was Ration Chocolate, made with dried skimmed milk
powder.

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 1940-1970

1948, fudge is launched

Launched in 1948, Fudge is most famous for its 1980s and early 1990s advertising jingle.

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1958, lucky numbers are launched
In 1958 Cadbury launched a new assortment of chewy sweets, some covered in chocolate and
some not. These Lucky Numbers each had an individual number on the wrapper, hence the
name. The brand was retired in 1968.

1960, Skippy is launched

The milk chocolate bar with a caramel and wafer centre launched in 1960.

1967, Aztec bar is launched

Made of milk chocolate, nougatine and caramel, the Aztec made a big impact on its launch in
1967.

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1967, toffee buttons are launched
A button-shaped chocolate sweet with toffee inside, launched in 1967 and withdrawn in 1971.

1969, Cadbury merges with Schweppes

The merger happened after the new Cadbury Chairman, Adrian Cadbury, was approached by his
opposite number, Lord Watkinson.

1970-2000

1970, a decade of sales growth

Many Cadbury brands - Flake, Cadbury Dairy Milk, Whole Nut and Fruit and Nut - saw vast
increases in sales in the 1970s.

1970, curly wurly is launched

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1971, crème egg is launched
Cream-filled eggs first appeared back in 1923. But the Cadbury Creme Egg we know and love
today didn’t hit the shelves until 1971.

1981, WISPA is launched

Launched nationally in 1983 after a trial run in the North East of England, Wispa was available
throughout the 1980s and 1990s and was re-born in 2007.

1985, Boost coconut is launched

Milk chocolate covered bar with a toasted coconut and caramel centre. A variant of the mighty
Boost, this coconut flavor was discontinued in 1994.

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1987, Twirl is launched
Twirl was launched in the UK in 1987. The brand was developed by the Cadbury Ireland
business using Flake technology.

1989, inspirations are launched

Inspirations launched in 1989, in a carton with sliding drawers. Initially highly successful, it was
retired in 1998.

1990, Cadbury world opens

Factory tours had always been popular but it was impossible to run a factory smoothly if it had
thousands of visitors. In 1988 Cadbury began planning a visitor attraction to take the place of the
factory tours - Cadbury World.

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1996, Cadbury fuse is launched
Fuse exploded into the UK marketplace on ‘Tuesday’ 24th September 1996. It was a chocolate
bar with a difference – instead of having a milk chocolate coating on the outside.

2000-today

2000, Cadbury launched in Pakistan

Cadbury was launched in Pakistan in 2000. And now it is celebrating its 15th anniversary in
Pakistan.

2003, Cadbury Schweppes buys Adams

Cadbury bought the world’s number 2 gum manufacturer, Adams, in 2003 and achieved its aim
of leading the market.

2008
Cadbury and Schweppes demerge
The two companies demerged to allow each to concentrate on its area of expertise.

Cadbury cocoa partnership launched

In January 2008, Cadbury launched the Cadbury Cocoa Partnership. £45 million was put aside to
put into cocoa farms in Ghana, India, Indonesia and the Caribbean over a decade.

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2010, Cadbury becomes part of Mondelēz International
Cadbury became part of Mondelēz International family on the 2nd of February 2010.

2012, chocolate centre of excellence opens in Bourneville

A new global research and development centre opens in Bourneville as part of a £17 million
investment in R&D in the UK.

Introduction:
Cadbury is a British multinational confectionery company owned by Mondelēz International. It
is the second largest confectionery brand in the world after Wrigley's.

Type Cadbury UK Limited (Subsidiary)

Industry Confectionery
Founded Birmingham, United Kingdom
(1824)
Headquarters Uxbridge, London, United
Kingdom
Key people Irene Rosenfeld
(Chairman and CEO)
Revenue £11,346,002,000 (2011)
Operating income £559,432,200 (2011)
Net income £447,545,760 (2011)
Number of 71,657 (2008)
employees
Parent Mondelēz International
Slogan Working together to create brands
people love
Website www.cadbury.co.uk

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Vision:
The Vision into action (VIA) plan embodies all aspects of our strategy. Our governing objective
is to deliver superior shareowner returns by realizing our vision to be the world’s biggest and
best confectionery company. At the heart of our plan is our financial scorecard, judiciously
reinforced by our priorities, commitments and culture implementation.

Mission:
Cadbury’s mission statement says simply, Cadbury means quality. Our reputation is built upon
quality; our commitment to continuous improvement will ensure that our promise is delivered.

Positioning of Cadbury products:

When Cadbury customers hear its name they usually have three factors in their minds:

Taste: Cadbury is well known for its amazing and delicious tastes. That can be easily observed
in its different delicious products, full of taste.

Quality: As the mission statement refers, Cadbury simply means quality. And when customers
hear Cadbury word, they are sure that each cube of its chocolate is quality oriented.

Brand image: Within a long time period Cadbury has developed its image as a brand in all of
the 60 countries, it is operating.

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Advertising message strategy:
The common strategies used in advertising message of Cadbury are as follows:

Execution style:
In the ads of Cadbury, execution style is “slice of life”. That means common people
are shown in the ads and no celebrity is present in ad as well no specific life style is
shown. In fact unique ads have been introduced by Cadbury Corporation.

Tone:
Positive tone has been usually used in the ads. Corporation promotes its product by
mentioning its positive features and qualities.

Appeal:
Cadbury mostly makes emotional appeals in its ads. That proves useful for
corporation. They also try to create a fantasy environment for the customers.

Words:
Cadbury commonly uses such words in its ads that have no negative but attractive
meanings. They mostly relate their products with events and cash on different events
in different countries in accordance with the country’s culture.

Format:
Format of ad can be described in three ways:

Illustration:
Cadbury usually makes a whole story, trying to capture the attention of the customers. In the
ad included Cadbury is giving a reminder to its customers for its fifteen years of excellence.

Headline:
Punch line of ad is “Kuch meetha ho jaye”.

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 Copy:
Further details mentioned in ad are that Cadbury dairy milk is such product of Cadbury that
can be used almost on all the events celebrated in Pakistan. And Cadbury is celebrating its
fifteen years of success in Pakistan.

Products of Cadbury:
Bars

Fred
d Brunch bar
Snack
Curly wurly

Bourneville Chomp Dairy milk

Wispa

Cakes and biscuits

Cake buttons
Bourneville Cake bars Mini rolls

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 Fudge bites Animals’ biscuits
Fingers

Boxes, bags and tins

Heroes Milk tray

Buttons

Koko
Dairy milk tasters

Drinks

Hot chock chunks Drinking chocolate

Highlights

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Bournville cocoa Hot chocolate instant

Ice-cream and desserts

Flake 99 cone
Twin post flake Twin post flake

Chocolate trifle
CDM stick

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4P’S of Cadbury:

Product

Promotion 4 P'S Place

Price

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 liters of fresh milk each year to make Cadbury dairy milk chocolate.

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 Price:
Price is an important element of the marketing mix. 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 Schweppes will make a profit.

Weight(g) Price(Rs.)
10 5
22 10
42 20
95 50
165 100

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. 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.

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 Promotion:

The purpose of promotion is to communicate directly with potential or existing customers, in

order to encourage them to purchase dairy milk and recommend it to others.

Competitors of Cadbury:
Cadbury has different competitors.

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Different departments of Cadbury:

Inside a business there are many different functional departments all created to help the company
in its organizational methods? There are many different departments involved with Cadbury’s, as
there are in any business all used for different functions.

These are:

Finance
Administrati Customer
-on & IT service

Departments
Production R&D

Human
Marketing
resource

Production department:

The production department is responsible for converting inputs into outputs through the stages
of production processes. The Production Manager is responsible for making sure that raw
materials are provided and made into finished goods effectively. He or she must make sure that
work is carried out smoothly, and must supervise procedures for making work more efficient and
more enjoyable.

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 Administration & IT:
The administration department within Cadbury’s is the department that provides support to
all other departments within the organization, they create a working order, which provides
routine and functions smoothly. This support could be invoicing, photocopying, letter
writing, posting the mail, collecting the post and distributing it correctly throughout the
departments, attending meetings and taking minutes and then typing them up, keeping
records of relevant information on the business, maintaining the computer systems, software,
the security of the systems and the building and security and cleaning.

Customer service:
The customer services department is to assure the customers are 100% happy with the products
and services that Cadburys provide; within in this department they deal with customer’s
questions and concerns. This department will help to gain a customer’s trust back if an
unfortunate error has occurred. Having un-happy customers can affect Cadburys objectives, and
having well trained professional staff to assist in certain areas of customer services can help
promote and regain customers trust, to be able to meet the objectives.

Finance department:

Book keeping procedures

keeping records of the purchases and sales made by a business as well as capital
spending.

Preparing Final Accounts

Profit and loss account and Balance Sheets

Providing management information

Managers require ongoing financial information to enable them to make better decisions.

Management of wages
the wages section of the finance department will be responsible for calculating the wages
and salaries of employees.

Raising Finance
The finance department will also be responsible for the technical details of how a
business raises finance e.g. through loans.

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 Marketing department:
Sales department is responsible for the sales and distribution of the products to the
different regions.
Promotion department decides on the type of promotion method for the products,
arranges advertisements and the advertising media used.
Distribution department transports the products to the market

Human resource department:

One of the key roles of this department is the ability to keep everyone happy; they are concerned
with the welfare of the staff, people whom come in contact with the company and welfare of the
business by following employment laws and ensuring health and safety. When you have happy
staff you have motivated staff and this helps to achieve the objectives. HR is also responsible for
all training that has to be taken to ensure the company is up to date with the way the company
functions and that all health and safety is being met. HR department employ and deploy staff as
they would be fully trained in ethical issues and again the employment laws and ensure the equal
opportunity procedures are in place and being followed, this avoids any law suits and trade union
issues.

Research and development

Within the research and development department is where the staff at Cadbury’s investigates
new products and try and improve the sales of existing products, this would involve going out
and using different research mythologies, the staff in this area would perform surveys,
experimental research and even observational research. They would examining competitors and
try and find a gap in the market for any new product. The research and development department
have to work very closely to marketing and productions to be able to achieve the right results to
turn the findings of the research into useful products that will help Cadbury’s to achieve their
objectives.

SWOT analysis:

This SWOT analysis considers Cadbury Plc, a global confectionary supplier and beloved brand
that supplies consumers with chocolate, candy, and chewing gum. The company has been able to
continue growing its market share but must consider where its strengths could be better served to
leverage certain identifiable opportunities while knowing how its weaknesses are serving as
barriers. With numerous external economic, social, cultural and environmental factors to
consider, Cadbury Plc has a lot to think about as it plans its short- and long-term strategy for the
company.

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 SWOT analysis

Opportuniti-
Strengths
es

Weaknesses Threats

Strengths:

Cadbury is now part of a global food company that has the resources to further diversity
the product offering under the Cadbury brand and introduces it to new markets.

There is strong brand recognition in the Cadbury's name tied mostly to its Easter egg
products.

The company is focused on a few types of products within the same consumer segment,
which helps it to focus on quality and consistency. However, it is using those products as
the basis to introduce new flavors and seasonal products.

It has efficient manufacturing processes focused on innovation and technology.

The company is attuned to marketing in new ways, including a comprehensive digital and
social media component that is helping it to spread brand recognition and engage with its
target audience.

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Weaknesses:

The fact that the company does have a limited product portfolio can also be considered
negative when compared to the competition that has a more diverse product line beyond
the confectionery and beverage market, which help build loyalty with consumers that
want a brand that offers them more variety.

There is less brand recognition of Cadburys in markets outside of Europe, so the

company will have to do considerably more to attract attention of consumers than other
brands like Nestle has to do in places like the United States.

Some perceive the Kraft brand as having less quality while Cadburys has been viewed as
a premium quality brand, so there is the possibility that some of this brand attribute may
be diluted with its connection to Kraft as it was acquired by the global food company in
2010.

Opportunities:

One of the largest opportunities for Cadburys is the availability of new markets that are
demanding western products. This includes such emerging markets as China, Russia,
India where populations continue to grow, disposable incomes are increasing, and
consumers are able to access so much more information through social media sites about
western products.

As part of Kraft, the company can take advantage of the R&D resources to develop more
unique products and potentially expand into other food and beverage segments as more
consumers get to know the Cadburys brand as part of the Kraft family. This could include
addressing some of the social threats by offering innovative new healthy snacks that are
lower in calories as well as sugar-free products. Other areas of interest that appear to have
some opportunity with low-fat, natural, and organic chocolate products.

As part of this larger food company, Cadburys has the opportunity to lower its cost
structure as it expands to emerging economies, including India and China, in terms of
sourcing and procurement of ingredients, labor, and manufacturing processes.

Cadburys may also have the opportunity to partner with other brands in the Kraft family
to introduce some unique products whilst saving costs through shared resources.

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 The company can also leverage the corporate social responsibility initiatives of Kraft to
become a market leader in environmental awareness, including looking at innovative
ways to change its manufacturing, sourcing, and packaging processes as well as
illustrating a fair wage in the emerging countries where it has opportunities to open up
new facilities.

Cadbury's may also consider the opportunity of offering luxury or boutique lines of
confectionary goods as the wealthy consumer segment is looking for exclusive and
unique products. This could further elevate the brand reputation of Cadburys despite
being linked to Kraft, which is often viewed as a mid-quality brand.

Threats:

The company faces increasing costs in all aspects of the supply chain, including energy
for manufacturing, transport, raw materials and ingredients and packaging.

Cadburys faces competitive pressure from other brands in the confectionary market,
which has led to price wars and more aggressive marketing tactics.

Environmental pressures demand that the company be transparent in its activities and
present information on its corporate social responsibility initiatives to ensure
environmental awareness, fair trade for cocoa and equitable treatment of all employees
around the world. Cadburys will need to be more specific in what it is doing or it may
lose brand equity.

Social changes, including issues with diabetes, obesity, and other health issues, are being
attributed to processed foods like chocolate products. There may be a lower demand for
Cadburys products tied to a global push for better eating habits and a healthy lifestyle.

Product life cycle:

If we talk about the product life cycle of Cadbury dairy milk, the popular brand of Cadbury in
Pakistan, it can be said that it has reached its growth stage in its cycle. However the company is
making utmost efforts to retain its positions by advertising and sale promotion schemes.
Advertisement is the biggest tool of Cadbury. And also, it is making growth rapidly.

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Market segmentation
A Market segment consists of customers who share similar set of needs and wants
(Kotler, 2013).

Cadbury dairy milk also divides the market into different group of customers.

Dairy milk is the megabrand of the Cadbury Family focusing on consumers of all ages.

One notable form of customer segmentation that Cadbury utilizes is behavioural

segmentation, which is based on actual customer decision-making processes towards
Cadbury’s products. We can understand it by following discussion.

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 Demographic Segmentation

Age:

AGE GROUP

30 - 40 13 - 19
30% 29%

26 - 30 20 - 25
19% 22%

Generation:

Cadbury chocolates especially dairy milk, Perk chocolate and éclair candies suit every
generation.

Income:

Cadbury pricing strategy is low costing, availing any one can afford.

Gender:

For purchasing Cadbury dairy milk gender does not matter. Cadbury dairy milk is for all type
of persons whether male or female.

Behavioural Segmentation:

Decision roles:
The decision role is played by the children and youngsters when to buy the Cadbury dairy
milk.

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 Occasion:

For purchasing the Cadbury dairy milk no specific occasion are required.

Benefits:

Cadbury dairy milk is easily available everywhere when we need it.

User status:

There are mainly the Impulse users found in the user status of Cadbury dairy milk.

User rate:

The user rate is heavy in the behavioural segmentation of Cadbury dairy milk.

Loyalty status:

There are mainly the absolute loyal customers.

Attitude:

There is an enthusiastic type of attitude seen in buyers (Porter, 2013).

Market share:

With respect to ingredients:

white
16% Dark 9%

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 Market share, geographically:

Middle East Austalasia, 2

and Africa, 4
Western
Europe, 32
Latin America,
13

Asia, 17 NorthAmerica,
20

Cadbury is making growth day by day and its market share in regions, in which it is
operating, has also increased. Cadbury has the largest market share in Western Europe, then
North America, then Asia (including Pakistan), then Latin America, then Eastern Europe and
at last it is Australia. Cadbury also have large market share in its origin UK.

Environmental factors:

Micro Macro Environment

environment environment al factors

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 Micro environment:

Customers

Investors Employees

Micro
environment

Distribution
Competitors
channels

Customers:

Customers have the most direct microeconomic impact on Cadbury business. The simple
fact is that you can't successfully operate a for-profit company without attracting targeted
customers. Knowing your ideal customer types and developing and presenting effective
marketing campaigns are integral to building a customer base and generating revenue
streams for Cadbury. If buyers’ taste changes, it would affect Cadbury.

Employees:

Your workers produce, sell or service the goods and service that drive your business. The
availability of qualified, motivated employees for Cadbury is vital to economic success. If
you operate a highly technical business, for instance, you might have to pay more in salary
to attract a limited number of available, specialized workers.

Distribution Channels and Suppliers:

Sourcing goods used in production or resale and distributing your inventory to customers
are important as well. Cadbury manufacturers rely on materials suppliers and resale
companies rely on manufacturers or wholesalers to transport goods. To operate profitably,
you need to get good value on products and supplies and, in turn, offer good value to your
customers with accessible solutions.

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 Competitors:

The level of competition also impacts your economic livelihood. In theory, more
competitors mean Cadbury’s share of dollars customers spend diminishes. However, a
large number of competitors in an industry usually signify lots of demand for the products
or services provided. If an industry lacks competition, you might not find enough demand
to succeed in the long run.

Investors:

Shareholders and investors may help fund Cadbury at start-up or as it look to grow.
Without funds to build and expand, Cadbury likely can't operate a business. It could look to
creditors, but it have to repay loans with interest. By taking on investors, you share the
risks of operating and often gain support and expertise. You do give up some control,
though.

Macro environment:

Political
factors

Technologi- Micro Economic

cal factors environment factors

Social
factors

Political factor:

If government increases the tax rate on chocolates than customers have 2 pay more 4 it.

If some party comes into power than it will affect positively or negatively, depending on tax
and norms.

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If inflation rate increases than it will affect confectionery sector, so dairy milk also will be
affected.

Economic factors:

In festival seasons the demand of chocolates increases. The more salary will affect
on buying power of chocolates.
Willingness to buy: Demand of chocolates will depend on the persons willingness to buy
will depend on the quality of the dairy milk and need.
Taste and preference: Cadbury has wide variety of products and one of them is dairy
milk chocolates and so different variety of it such as fruit and nut, resins, almond. So the
demand will be according to the taste and preferences of the variety.
Income: Variation in income will affect positively or negatively on dairy milk. More the
income than more will people buy.

Social:

Social factors includes such as norms, beliefs, values of the company. Cadbury dairy
milk has created the positive impact on customers in terms of beliefs and values. Cadbury
dairy milk also fulfills the social responsibilities.
Advertisement: Dairy milk in every 6 months renew it’s add and by advertisement
has proved that it is can be consumed by all age of peoples. The type of advertisement also
affects the buying interest on customers. They get know about new products and variety.
Events” marriage, birthday, get to gather, etc.

Technological factors:

Milk quality can be improved much by technology.

Refrigeration power can be improved by new technology so that cold storage product such
as dairy milk and other milk products can be stored well and long 4much more time.

Performance analysis:
Cadbury has struggled much to be on top among its competitors. When it comes to competitors,
Nestle is considered the biggest rival of Cadbury in confectionery industry and it has made its
utmost efforts to have a larger market share than Nestle.

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As this graph shows Cadbury has a larger market share than its competitors.

Our Recommendations:
Bring out new products for health conscious people.
Continue to promote itself as substitute to mithai.
Chocó-biscuits should be introduced.
Should use Indian ads and avoid global ads in India.
Consider attractive display or its own ‘Chocolate boutique’ (retail store).
Special chocolates for Christmas should be introduced e.g. rum, champagne flavored
New flavors like strawberry, orange, vanilla etc.

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 Ending quotes:

“Every sale has five basic obstacles: no need, no money, no hurry, no

desire, and no trust.”

“The illiterate of the 21 st century will not be those who cannot read
and write, but those who cannot learn, unlearn and relearn.”

Advertising is the art of convincing people to spend money they don't

have for something they don't need.

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