Professional Documents
Culture Documents
T.Y.B.M.S. Bhavan's College (Andheri W)
T.Y.B.M.S. Bhavan's College (Andheri W)
PROJECT REPORT ON
SEMESTER VI
2010-2011
SUBMITTED BY
Nilesh. R. Sapkade.
PROJECT GUIDE
BHAVAN’S COLLEGE
“Cadbury and Its Marketing Stratergy” for the academic year 2010-2011. The
information submitted is true and original to the best of my knowledge.
DATE:
(Nilesh Sapkade)
SIGNATURE OF PRINCIPAL
ACKNOWLEDGEMENT
I owe the debt to Mrs. LATA DHOLKE (Vice Principal) of BHAVAN’S COLLEGE for
giving me an opportunity to present a creative outcome in the form of project work.
I also express my sincere gratitude to the library staff that has provided me with
study material from time to time. I owe debt to my family, colleagues and friends who
are in some or the other way responsible for the completion of this project. I specially
thank my brother who gave me the idea of preparing a project on the topic that I
have selected and who has provided me with all the necessary sources.
2) H I S T O RY OF C A D B U RY
3) INTRODUCTION O N C H O C O L AT E
4) HOW C A D B U RY C H O C O L AT E I S M A D E
5) I S C H O C O L AT E H E A LT H Y
7) O B J E C T I V E S A N D VA L U E S
8) C A D B U RY ’ S M A R K E T I N G S T R AT E G Y
9) NESTLE V/S C A D B U RY
11) PRODUCTS OF C A D B U RY I N D I A LT D
13) SWOT A N A LY S I S O F C A D B U RY
14) C O R P O R AT E S O C I A L R E S P O N S I B I L I T Y (CSR) O F C A D B U RY
16) M A N A G E M E N T T E A M AT C A D B U RY I N D I A
17) I N D U S T RY T R E N D S
21) CONCLUSION
E X E C U T E S U M M A RY
A BOUT :- C ADBURY L TD .
Industry Confectionery
Founded 1824
Founder
JOHN CADBURY
Operating
GB£388 million
income
Employees 71,657
Website www.cadbury.co.uk
C A D B U R Y M E R G E D W I T H D R I N K S C O M P A N Y S C H W E P P E S T O F O R M C A D B U R Y S C H W E P P E S I N 1969. I N
2001, C A D B U R Y S C H W E P P E S M A D E A N O P E N O F F E R T O A C Q U I R E T H E 49% P U B L I C H O L D I N G I N T H E
C O M P A N Y . T H E P A R E N T H O L D S O V E R 90% O F T H E E Q U I T Y C A P I T A L A F T E R T H E F I R S T O P E N O F F E R . A
SECOND OPEN OFFER HAS BEEN MADE TO BUYBACK THE BALANCE SHAREHOLDING, AFTER WHICH THE
C O M P A N Y W O U L D O P E R A T E A S A 100% SUBSIDIARY O F E V E R S I N C E T H E C A D B U R Y I S I N I N D I A I N
1947; C A D B U R Y C H O C O L A T E S H A V E R U L E D T H E H E A R T S O F I N D I A N S W I T H T H E I R F A B U L O U S T A S T E .
THE COMPANY TODAY EMPLOYS NEARLY 2000 PEOPLE ACROSS INDIA. ITS ONE OF THE OLDEST AND
STRONGEST PLAYERS IN THE INDIAN CONFECTIONARY INDUSTRY WITH AN ESTIMATED 68 PER CENT
VALUE SHARE AND 62 PER CENT VOLUME SHARE OF THE TOTAL CHOCOLATE MARKET. IT HAS EXHIBITED
CONTINUOUSLY STRONG REVENUE GROWTH OF 34 PER CENT AND NET PROFIT GROWTH OF 24 PER
F A C I L I T I E S I N T H A N E , I N D U R I (P U N E ) A N D M A L A N P U R (G W A L I O R ), B A N G A L O R E A N D B A D D I
(H I M A C H A L P R A D E S H ) A N D S A L E S O F F I C E S I N N E W D E L H I , M U M B A I , K O L K A T A A N D C H E N N A I . T H E
C O R P O R A T E H E A D O F F I C E I S I N M U M B A I . S I N C E 1965 C A D B U R Y H A S A L S O P I O N E E R E D T H E
DEVELOPMENT OF COCOA CULTIVATION IN INDIA. FOR OVER TWO DECADES, CADBURY HAS WORKED
WITH THE KERALA AGRICULTURE UNIVERSITY TO UNDERTAKE COCOA RESEARCH.
WITH BRANDS LIKE DAIRY MILK, GEMS, 5 STAR, BOURNVITA, PERK, CELEBRATIONS, BYTES,
CHOCKI, DELITE AND TEMPTATIONS, THERE IS A CADBURY OFFERING TO SUIT ALL OCCASIONS AND
MOODS. THEY BRING THE SWEETEST OF SMILES TO MILLIONS OF CONSUMERS THROUGH THEIR DEARLY
LOVED BRANDS DISTRIBUTED THROUGH 5.5 L A K H S O U T L E T S A C R O S S T H E C O U N T R Y A N D T H I S N U M B E R I S
INCREASING EVERYDAY. CADBURY I N D I A ' S F O U R F A C T O R I E S I N I N D I A C H U R N O U T C L O S E T O 8,000
TONNES OF CHOCOLATE AND THE COMPANY SELLS A MILLION BARS EVERY DAY.
C A D B U R Y , T H E G L O B A L L E A D E R I N T H E C H O C O L A T E C O N F E C T I O N E R Y M A R K E T , B E G A N I N 1824 W H E N A
YOUNG QUAKER NAMED JOHN CADBURY OPENED UP A SHOP IN BIRMINGHAM. JOHN SOLD COFFEE,
TEA, DRINKING CHOCOLATE AND COCOA AT HIS SHOP. BELIEVING THAT ALCOHOL WAS A MAIN CAUSE OF
POVERTY, JOHN HOPED HIS PRODUCTS MIGHT SERVE AS AN ALTERNATIVE. HE ALSO SOLD HOPS AND
MUSTARD. LIKE MANY QUAKERS JOHN HAD HIGH QUALITY STANDARDS FOR ALL OF HIS PRODUCTS.
AT THAT TIME IN ENGLAND, QUAKERS WERE PROHIBITED FROM ATTENDING UNIVERSITY, SINCE IT WAS
AFFILIATED WITH THE ESTABLISHED CHURCH, AND THEIR PACIFIST BELIEFS KEPT THEM FROM JOINING
B Y 1842 J O H N W A S S E L L I N G 11 K I N D S O F C O C O A A N D 16 K I N D S O F D R I N K I N G C H O C O L A T E . S O O N
JOHN’S BROTHER BENJAMIN JOINED THE COMPANY TO FORM CADBURY BROTHERS OF BIRMINGHAM.
THE CADBURY BROTHERS OPENED AN OFFICE IN LONDON AND RECEIVED A ROYAL WARRANT (ONE OF
M A N Y ) A S M A N U F A C T U R E R S O F C H O C O L A T E A N D C O C O A T O Q U E E N V I C T O R I A I N 1854. S I X Y E A R S
LATER THE BROTHERS DISSOLVED THEIR PARTNERSHIP BECAUSE OF JOHN’S FAILING HEALTH AND THE
DEATH OF HIS WIFE. THEY LEFT THE BUSINESS TO JOHN'S SONS GEORGE AND RICHARD. JOHN
D E V O T E D T H E R E S T O F H I S L I F E T O S O C I A L W O R K A N D D I E D I N 1889. G E O R G E A N D R I C H A R D
C O N T I N U E D T O E X P A N D T H E P R O D U C T L I N E , A N D B Y 1864, T H E Y W E R E P U L L I N G A P R O F I T . C A D B U R Y ’ S
C O C O A E S S E N C E , W H I C H W A S A D V E R T I S E D A S " A B S O L U T E L Y P U R E A N D T H E R E F O R E B E S T ," W A S A N
ALL-NATURAL PRODUCT MADE WITH PURE COCOA BUTTER AND NO STARCHY INGREDIENTS. COCOA
ESSENCE WAS THE BEGINNING OF CHOCOLATE AS WE KNOW IT TODAY. THE BROTHERS SOON MOVED
THEIR MANUFACTURING OPERATIONS TO A LARGER FACILITY FOUR MILES SOUTH OF BIRMINGHAM. THE
WITH CADBURY’S CONTINUED SUCCESS IN CHOCOLATE, GEORGE AND RICHARD STOPPED SELLING TEA
I N 1873. M A S T E R C O N F E C T I O N E R F R E D E R I C K I N C H E L M A N W A S A P P O I N T E D T O S H A R E H I S R E C I P E A N D
PRODUCTION SECRETS WITH CADBURY WORKERS. THIS RESULTED IN CADBURY PRODUCING CHOCOLATE
COVERED NOUGATS, BONBONS DELICES, PISTACHE, CARAMELS, AVELINES AND MORE. CADBURY
M A N U F A C T U R E D I T S F I R S T M I L K C H O C O L A T E I N 1897. T W O Y E A R S L A T E R T H E B O U R N V I L L E F A C T O R Y
E M P L O Y E D 2,600 P E O P L E A N D C A D B U R Y W A S I N C O R P O R A T E D A S A L I M I T E D C O M P A N Y .
D U R I N G W O R L D W A R I, M O R E T H A N 2,000 O F C A D B U R Y ’ S M A L E E M P L O Y E E S J O I N E D T H E A R M E D
FORCES. CADBURY SUPPORTED THE WAR EFFORT, SENDING WARM CLOTHING, BOOKS AND CHOCOLATE
TO THE SOLDIERS. CADBURY SUPPLEMENTED THE GOVERNMENT ALLOWANCES TO THE DEPENDANTS OF
THEIR WORKERS. WHEN THE WORKERS RETURNED, THEY WERE ABLE TO RETURN TO
WORK, TAKE EDUCATIONAL COURSES, AND INJURED OR ILL EMPLOYEES WERE LOOKED AFTER IN
CONVALESCENT HOMES. DURING THIS PERIOD TRADE OVERSEAS INCREASED, AND CADBURY OPENED ITS
FIRST OVERSEAS FACTORY NEAR HOBART, TASMANIA. THE NEXT YEAR CADBURY MERGED WITH JS
FRY & SONS, A PAST MARKET LEADER IN CHOCOLATE.
FACTORIES AND PARTS LIKE PILOT SEATS FOR DEFIANT FIGHTER PLANES. WORKERS PLOWED FOOTBALL
FIELDS TO GROW CROPS, AND THE CADBURY ST. JOHN’S AMBULANCE UNIT HELPED PEOPLE DURING
I N 1969 C A D B U R Y M E R G E D W I T H S C H W E P P E S T O F O R M C A D B U R Y S C H W E P P E S . S C H W E P P E S W A S A
WELL-KNOWN BRITISH BRAND THAT MANUFACTURED CARBONATED MINERAL WATER AND SOFT DRINKS.
THE MERGED COMPANIES WOULD GO ON TO ACQUIRE SUNKIST, CANADA DRY, TYPHOO TEA AND
MORE. SCHWEPPES BEVERAGES WAS CREATED, AND THE MANUFACTURE OF CADBURY CONFECTIONERY
TODAY CADBURY SCHWEPPES IS THE LARGEST CONFECTIONERY COMPANY IN THE WORLD, EMPLOYING
M O R E T H A N 70,000 E M P L O Y E E S . I N 2006 T H E C O M P A N Y H A D O V E R $15 B I L L I O N I N O V E R A L L S A L E S .
I N M A R C H O F 2007, C A D B U R Y S C H E W E P P E S A N N O U N C E D T H A T I T I N T E N D S T O S E P A R A T E I T S
C O N F E C T I O N E R Y A N D B E V E R A G E B U S I N E S S E S . W I T H A L M O S T 200 Y E A R S I N T H E B U S I N E S S , C A D B U R Y
INTRODUCTION O N C H O C O L AT E
FFIRST PEOPLE WHO MADE CHOCOLATE WERE THE MAYAS AND THE AZTECS
IIT SYMBOLIZED LIFE AND FERTILITY AND WAS ALSO USED AS MEDICINE
(ROYALTY, P R I E S T S , E T C .)
The cocoa-bean -- the heart of the sweetest delicacy in the world -- is bitter! This is
why, up to the 18th century some native tribes ate only the sweetish flesh of the
cocoa fruit. They regarded the precious bean as waste or used it, as was the
case among the Aztecs, as a form of currency.
The Varieties
There are two quite different basic classifications of cocoa, under which practically all
varieties can be categorised: Criollo and Forastero cocoas. The pure variety of the Criollo
tree is found mainly in its native Equador and Venezuela. The seeds are of finer quality than
those of the Forastero variety.
They have a particularly fine, mild aroma and are, therefore, used only in the production of high-
quality chocolate and for blending. However, Criollo cocoa accounts for only 10% of the world crop.
The remaining 90% is harvested from trees of the Forastero family, with its many hybrids and
varieties. The main growing area is West Africa. The cocoa tree can flourish only in the hottest
regions of the world.
Fermentation
The fermentation process is decisive in the production of high quality raw cocoa. The
technique varies depending on the growing region.
Drying
After fermentation, the raw cocoa still contains far too much water; in fact about 60%. Most of this
has to be removed.
What could be more natural than to spread the beans out to dry on the sun-soaked ground or on
mats? After a week or so, all but a small percentage of the water has evaporated.
Cleaning
Before the real processing begins, the raw cocoa is thoroughly cleaned by passing
through sieves, and by brushing. Finally, the last vestiges of wood, jute fibres, sand
and even the finest dust are extracted by powerful vacuum equipment.
Roasting
The subsequent roasting process is primarily designed to develop the aroma. The entire roasting
process, during which the air in the nearly 10 feet high furnaces reaches a temperature of 130 °C,
is carried out automatically.
The roasted beans are now broken into medium sized pieces in the crushing machine.
Blending
Before grinding, the crushed beans are weighed and blended according to special recipes. The
secret of every chocolate factory lies in the special mixing ratios which it has developed for
different types of cocoa.
Grinding
The crushed cocoa beans, which are still fairly coarse are now pre-ground by special milling
equipment and then fed on to rollers where they are ground into a fine paste. The heat generated
by the resulting pressure and friction causes the cocoa butter (approximately 50% of the bean)
contained in the beans to melt, producing a thick, liquid mixture.
At this point the production process divides into two paths, but which soon join again. A part of the
cocoa paste is taken to large presses, which extract the cocoa butter. The other part passes
through various blending and refining processes, during which some of the cocoa butter is added
to it. The two paths have rejoined.
Cocoa Butter
The cocoa butter has important functions. It not only forms part of every recipe, but it also
later gives the chocolate its fine structure, beautiful lustre and delicate, attractive glaze.
Cocoa Powder
After the cocoa butter has left the press, cocoa cakes are left which still contain a 10 to 20%
proportion of fat depending on the intensity of compression.
These cakes are crushed again, ground to powder and finely sifted in several stages and we
obtain a dark, strongly aromatic powder which is excellent for the preparation of delicious
drinks - cocoa. Cocoa paste, cocoa butter, sugar and milk are the four basic ingredients for
making chocolate. By blending them in accordance with specific recipes the three types of
chocolate are obtained which form the basis of ever product assortment, namely:
Kneading
In the case of milk chocolate for example, the cocoa paste, cocoa butter, powdered or condensed
milk, sugar and flavouring - maybe vanilla - go into the mixer, where they are pulverized and
kneaded.
Rolling
Depending on the design of the rolling mills, three or five vertically mounted steel rollers
rotate in opposite directions. Under heavy pressure they pulverise the tiny particles of cocoa
and sugar down to a size of approx. 30 microns. (One micron is a thousandth part of a
millimetre.)
Conching
But still the chocolate paste is not smooth enough to satisfy our palates. But within
two or three days all that will have been put right. For during this period the
chocolate paste will be refined to such an extent in the conches that it will flatter
even the most discriminating palate.
IS C H O C O L AT E H E A LT H Y
I W O U L D L I K E TO S AY Y E S
B E C A U S E T H E B E N E F I T S O F E AT I N G C H O C O L AT E A R E A S F O L L O W S :-
• DDECREASE BLOOD PRESSURE
• IIMPROVE CIRCULATION
• DDEFEND AGAINST DESTRUCTIVE MOLECULES CALLED FREE RADICALS, WHICH TRIGGER CANCER, HEART
DISEASE AND STROKE
• HHAS BEEN USED TO HELP TREAT PATIENTS WITH ANEMIA, KIDNEY STONES AND POOR APPETITE
Our objective is to Grow shareholder value? over the long term Cadbury in every pocket Our
marketing strategy is aimed at achieving this vision by growing the market, by appropriate pricing
strategy that will create a mass market and to have offerings in every category to widen the Market
Creating an outstanding leadership capability within our management. Sharpening our company
culture to reflect accountability, aggressiveness and adaptability. Aligning our management
rewards structure with the interests of our shareowners.
Marketing Objectives:
• Get more people to eat more chocolate, which calls for making it more affordable and being more
innovative
Advertising Objective:
Consumer focus:
• Appealing to a broader range of consumers is at the heart of the plan.
• Greater innovation in packaging & product presentation across various power brands
Suppliers and business partners:
• Continue using Ethical Sourcing Standards when working with suppliers
• Continue to engage in regular dialogue with its suppliers and responds to their suggestions
Situation Analysis
The chocolates market is estimated at around 33,000 tonnes valued at approximately Rs 8.0 bn.
Cadbury’s Strategy:
Branding Strategy:
Cadbury’s strategy to attract consumers is unique in a sense. Instead of focusing on the product, it
seeks to tap into emotions normally associated with chocolates.
Marketing Strategy:
In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over
the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, Éclairs and Celebrations.
Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world.
Advertising Strategy:
Television, the print media and posters have been the main media of communication for Cadbury’s
advertisements. However, with their understanding of the peculiarities of the Indian market,
Cadbury has also explored many new ways of getting their message across to the consumers.
Nestle strategy:
Branding Strategy:
Nestlé describes itself as a food, nutrition, health, and wellness company. Recently they created
Nestlé Nutrition, a global business organization designed to strengthen the focus on their core
nutrition business.
Marketing Strategy:
Cadbury’s biggest competitor, Nestle, often stresses the energy giving aspects of chocolate, or on
other attributes of the chocolate - taste in the case of Nestle Crunch, as a light snack in the case of
Nestle Bar One.
Advertising Strategy:
Marketing Mix:
Product:
Cadbury India Limited (CIL) confectionary products include Dairy Milk, 5 Star, Eclairs, Perk, Halls,
Bytes and Gems which are the largest selling brands in their segments.
Nestle products are Kit-Kat, Munch, Milky-bar, Charge, Classic, Polo. Kit-Kat is their premium
brand in chocolates. In Nestle, the diversification and revenues across other segment like snacks,
coffee, milk products, infant food, beverages is higher.
Pricing:
The price charged for a chocolate bar can determine whether a consumer will buy it and the level
of sales achieved can determine. 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 Indian market will bear.
Promotion:
The basic purpose of promotion and advertising by Cadbury is to make Cadbury synonymous with
chocolate and -
• Educate the market
• Build brand awareness
• Increase consumption
• Encourage seasonal purchases
Place:
Chocolate needs to be distributed directly, unlike other FMCG products like soaps and detergents,
which can be sold through a wholesale network. 90% of chocolate products are sold directly to
retailers. Distribution, in the case of chocolates, is a major deterrent to new entrants as the product
has to be kept cool in summer and also has to be adapted to suit local tropical conditions.
Customer Target:
The Chocolate market presently is close to 60mn consumers and they are mainly located in urban
areas. Cadbury's has successfully played the role of market leader and market maker by building
brands that have a large base of loyal consumers. Cadbury had its tryst with India when it kick-
started operations in 1947. Today the brand claims a 70% share of the Indian chocolate market,
despite heavy weight competitors like Nestle and domestic giants like Amul.
Conclusion:
Thus we understood better the chocolate market in India. Cadbury’s has a very good market share
Data Collection:
The data, which is collected for the purpose of study, is divided into 2 bases:
Primary Source: The primary data comprises information survey of “Comparative study of
consumer behavior towards Nestle and Cadbury chocolates”. The data has been collected directly
from respondent with the help of structured questionnaires.
Secondary Source: The secondary data was collected from internet, References from Library.
Data Analysis: The data is analyzed on the basis of suitable tables by using mathematical
techniques. The technique that I have used is bar technique.
1 Chocolates
a) Cadbury Dairy milk
The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the
journey with chocolate lovers in India began in 1948.
The variants Fruit & Nut, Crackle and Roast Almond, combine the
classic taste of Cadbury Dairy Milk with a variety of ingredients and are
very popular amongst teens & adults.
Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk
Wowie, chocolate with Disney characters embossed in it, and Cadbury
Dairy Milk 2 in 1, a delightful combination of milk chocolate and white
chocolate. Giving consumers an exciting reason to keep coming back
into the fun filled world of Cadbury.
Our Journey:
Cadbury Dairy Milk has been the market leader in the chocolate category for years.
And has participated and been a part of every Indian's moments of happiness, joy
and celebration. Today, Cadbury Dairy Milk alone holds 30% value share of the
Indian chocolate market.
In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a
bribe for children. In the Mid 90's the category was re-defined by the very popular
`Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid in all of
us'. It appealed to the child in every adult. And Cadbury Dairy Milk became the
perfect expression of 'spontaneity' and 'shared good feelings'.
This campaign went on to be awarded 'The Campaign of the Century', in India at the
Abby (Ad Club, Mumbai) awards.
In the late 90's, to further expand the category, the focus shifted towards widening
chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane Ka
Bahana Chahiye' campaign. This campaign built social acceptance for chocolate
consumption amongst adults, by showcasing collective and shared moments.
More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk
with celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of
street language. It has been adopted by consumers and today is used extensively to
express joy in a moment of achievement / success.
The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the
prestigious Cannes Advertising Festival 2006 for 'Best use of internet and new
media'. The idea involved a tie-up with Reliance India Mobile service and allowed
students to check their exam results using their mobile service and encouraged those
who passed their examinations to celebrate with Cadbury Dairy Milk.
The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best
Integrated Marketing Campaign and Gold in the Consumer Products category at the
EFFIES 2006 (global benchmark for effective advertising campaigns) awards.
Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005
edition of Brand Equity's Most Trusted Brands survey.
During the 1st World War, Cadbury Dairy Milk supported the war effort. Over 2,000
male employees joined the armed forces and Cadbury sent books, warm clothes and
chocolates to
the front.
Chocolate lovers for a quarter of a century have indulged their taste buds with a
Cadbury 5 Star. A leading knight in the Cadbury portfolio and the second largest
after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Star moves from
strength to strength every year by increasing its user base.
Launched in 1969 as a bar of chocolate that was hard outside with soft caramel
nougat inside, Cadbury 5 Star has re-invented itself over the years to keep satisfying
the consumers taste for a high quality & different chocolate eating experience.
One of the key properties that Cadbury 5 Star was associated with was its classic
Gold colour. And through the passage of time, this was one property that both, the
brand and the consumer stuck to as a valuable association.
Cadbury 5 Star & Cadbury 5 Star Crunchy now aim to continue the upward trend. This different
and delightfully tasty chocolate is well poised to rule the market as an extremely successful brand.
Cadbury 5 Star played an adept cupid for young couples in love in the 70's. In fact, Cadbury 5 Star
was a way of professing undying love for the significant other.
c) Cadbury Perk
A pretty teenager; a long line, and hunger! Rings a bell? That was how Cadbury launched
its new offering; Cadbury Perk in 1996. With its light chocolate and wafer construct,
Cadbury Perk targeted the casual snacking space that was dominated primarily by chips
& wafers. With a catchy jingle and tongue in cheek advertising, this 'anytime, anywhere'
snack zoomed right into the hearts of teenagers.
As the years progressed, so did the messaging, which changed with changes in the consumers'
way of life. To compliment Cadbury Perk's values, the bubbly and vivacious Preity Zinta became
the new face of Perk with the 'hunger strike' commercial in the mid 90's.
In the new millennium, Cadbury Perk moved beyond just owning 'hunger' to a "Kabhi bhi kaise bhi"
position, because the urge for Cadbury Perk could strike anytime and anywhere.
With the rise of more value-for-money brands in the wafer chocolate segment, Cadbury Perk
unveiled two new offerings - Perk XL and XXL.
The temptation to have more of Cadbury Perk was made even greater with the launch of Cadbury
Perk Minis in 2003 for just Rs. 2/-
In 2004, with an added dose of 'Real Cadbury Dairy Milk' and an 'improved wafer', Perk became
even more irresistible. The product was supported in the market with a new look and a new
campaign. The advertisement spoke of the irresistible aspect of the brand, with 'Baaki sab Bhoola
de' becoming the new mantra for Cadbury Perk.
d) Cadbury Celebrations
Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry- fruits
during festive seasons.
The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is an exotic
range of chocolate covered dry fruits and nuts in various flavours and the premium dark chocolate
range which is exotic dark chocolate in luscious flavours.
e) Cadbury Temptations
Ever see people hide away their chocolate since they don’t want to share
it! If you have, then its likely to be a bar of Cadbury Temptations!
Cadbury Temptations is a range of delicious premium chocolate in five
flavours.
f) Cadbury Éclairs
Our Journey:
Eclairs advertising over the years has talked about the mesmerizing taste
of Eclairs because of the Cadbury Dairy Milk chocolate it contains at its
center. The 'Kar De Dil Pe Jadoo' campaign illustrated this in a youthful
college context. The Eclairs Crunch variant has also had an encouraging
response from both teens and pre-teens. Currently, the chewy and the
crunchy variants are both enjoyed by the Eclair consumer.
g) Cadbury Gems
Cadbury Gems occupies a very special place in the hearts of kids; present and past. Its unique
shape, size, colours and format instantly set it apart. These tasty, colourful, chocolate buttons have
become an integral part of the lives of both children and adults.
History
Launched in 1968, Cadbury Gems has captured the fancy of children for more than 4
decades now. Supported by a number of popular TVCs since the Eighties, Gems is
uniquely positioned because of its chocolate taste, colourful buttons and multiplicity.
The taste and fun associated with eating Cadbury Gems and the joy of sharing it with
Gems has continuously been relevant and exciting for consumers with salient
messaging, contemporary packaging graphics, pack innovations and consumer
promotions. In December 2000, the Gems Tube Pack with a flip-top was launched,
which became an instant hit with kids. In succeeding years, the Tube Pack has
continued to excite kids with different ball games on its flip-top.
In 2006, Gems gave kids another reason to rejoice by giving them an option of
consuming their favourite Gems chocolate together with a fruit flavour - Fruity Gems
was launched and offered fruit flavours along with the taste of Gems.
Till 2007, Gems was largely speaking to younger kids (less than 8 years of age). While Gems
became very popular amongst this age group, kids crossing this age seemed to be growing out of
it. With the intent of also appealing to older Kids (aged 8-12 years) while being relevant to younger
kids, Gems launched Subru communication in 2008. Subru increased the fan following of Gems in
older Kids and turned out to be a very successful campaign.
In 2009, with a better understanding of older Kids, Colour was chosen as the magical element to
ignite the imagination of kids and increase their affinity with Gems. To bring alive the delight of
colours, Gems came up with the concept of a black-and-white panda which, after eating Gems,
became a Coloured Panda. The Coloured Panda has now become an icon for Gems.
The world of the Coloured Panda promises unexpected and exciting fun which doesn’t exist in an
otherwise routine world. Cadbury Gems is now positioned as ‘RANGEEN PANDA KI RANGEEN
PASAND’.
Gems surprise
Recently, Gems has launched another variant called Gems Surprise, which brings together 2
favourites of Kids: Gems and Toys of Ben10. Living upto its name of Surprise, the offering doesn't
disclose the nature of toy inside it. Have you got a chance to experience Gems Surprise yet?
With Gems presenting so many exciting avatars, isn't being a kid more fun than ever before?
Did we hear you say - YES?
Do you know?
The colourful world of Cadbury Gems has six colours – Red, Green, Pink, Yellow, Orange and
Blue.
2) Snacks
a) Cadbury Bytes
Cadbury Bytes is a one of a kind snack, in that it is sweet and not salty, as compared to most of
the other snacks. It's a bite sized snack with a crunchy wafer and rich Choco cream filling. There
are three variants of Bytes available in the market - Regular, Coffee and Strawberry, at two price
points- Rs 5 and Rs 10.
Cadbury Bytes is targeted at teens as they are the largest consuming segment of packaged snack
category. They are also the gateway to the family, especially for a new sweet snack.
With Bytes, Cadbury has entered into a new category with well entrenched and established
brands. It is an exciting challenge for us to take the brand forward and make it a stupendous
success.
Cadbury Bytes is positioned as the 'only sweet snack' in the world of salty snacks. The proposition
we have arrived at is "Snacking ka meetha funda", where we take a pot-shot at other snacks, by
saying `Har snack namkeen nahi hota'. The product is all about breaking a cliché and teenagers
identify with breaking stereotypes. The new commercials- 'Tommy' and 'Villain', talk about breaking
the stereotype.
3) Beverages
a) Cadbury Bournvita
Throughout it's history, Cadbury Bournvita has continuously re-invented itself in terms of product,
packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has helped the
brand maintain its leadership position and image over the last 50 years.
The Journey:
The brand has been an enduring symbol of mental and physical health ever since it
was launched in 1948. It is hardly surprising then, that Bournvita enjoys a major
presence in the Malt Food market. Given its market share of 17%, Cadbury Bournvita
reaches across hundreds of cities, towns and villages through 3,50,000 outlets in India.
Cadbury now offers two options to capture this appeal: Cadbury Bournvita, with its popular
chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich
chocolate and caramel flavour of Cadbury 5 Star.
Cadbury Bournvita advertising has moved with the times to reflect the changing needs of the
consumers.
In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with the more aggressive "Brought up
right, Bournvita bright" campaign, which was very successful during its time.
In the early '90s all brands in the category provided purely physical benefits like nourishment,
energy and growth. It was at this time that Bournvita decided to raise the bar by promising physical
and mental benefits. This resulted in the famous Tan Ki Shakti, Man Ki Shakti Campaign which
became an anthem for the brand.
In the new millennium, keeping pace with the evolving mindsets of the new age consumers,
Cadbury Bournvita is about arming consumers with Confidence to take on physical and mental
challenges that nobody else can, resulting in one of the most successful advertising campaigns
which is based on 'Real Achievers who have grown up on Bournvita'.
In the 1980 Moscow Olympics, Cadbury Bournvita was the official health drink for the Indian team
The Cadbury Bournvita Quiz Contest, which started airing on April 12th 1972, is India's
longest running national school quiz contest. Starting out as a contest held in cities, and
then on radio, the contest currently has been running for over 10 years on satellite
television. It has over 500 episodes to its credit, and today the contest directly reaches
more than 11,25,000 students, in 4000 schools across 66 cities and 7 countries - UAE,
Kuwait, Qatar, Oman, Bahrain, Nepal and India.
4) Candy
Halls accounts for 50% of international cough drop sales and is the leading
sugar confectionery brand in the world. In 1930’s, the Hall brothers invented
its Mentho-Lyptus formula, using a combination of menthol and eucalyptus,
and began producing cough drops. The cough drops were introduced into the
US during the mid-1950s. Warner-Lambert recognised the potential of the
product and acquired Halls in 1964. In 1971, Warner Lambert began selling
Halls under the Adams family, and the first national television campaign was
aired in the US & the results were a resounding success.
Our Journey:
Halls was first launched in India in 1968 & soon established itself as
a ‘therapeutic’ candy competing in the cough lozenge market. Halls has
been sold in India as part of the Pfizer & Warner Lambert networks before
it came into the Cadbury fold in 2003 as part of a global merger with Adams Confectionery.
Halls has had a colourful advertising history in India & was infact, one of the earliest brands to
advertise on television in India. In the 1980’s, Ad’s featuring Meenakshi Sheshadri and later, Vijeta
Pandit on its unique ‘vapour action’ formula with a classic Halls Jingle were aired which established
the brand firmly in the market. In the 90’s, Halls advertising adopted a different take with its ‘Traffic
Jam’ Ad where Halls restores order to a situation of chaos & the early 2000’s saw Halls advertising
on the ‘refreshment’ platform. Over the years Halls has been strongly positioned on the` soothes
sore throat ’ benefit in the consumers mind.
Halls continues to be one of the leading mint brands in India even in the changed competitive
context.
Halls is marketed in 24 different countries around the world & is offered in over 26 flavours.
Halls produced the largest sweet in the world in 1964. Weighing 76kilos, the sweet was put on
exhibition in New York.
Halls accounts for more than 50% of international cough drop sales.
5) Gums
Cadbury India has expanded its confectionary portfolio in 2007 by foraying into the Bubble gum
category with the launch of Bubbaloo Bubblegum- a successful bubblegum brand from its
international portfolio.
Bubbaloo is an innovative soft bubblegum with a centre filled liquid.
It is filled with a high level of a great tasting fruit flavoured liquid that floods your mouth instantly.
Bubaloo is currently available in two yummy flavors- Strawberry and Mixed Fruit.
The communication focuses on the "fun filled liquid centre " of Bubbaloo and is anchored by
“Bubba- the cat”, the international mascot for the brand Bubbaloo.
Market Background:
Cadbury is the market leader in chocolates but was a new entrant in the packaged snacking
category. The company had a loyal child following but snacking was driven by teens and adults.
The Indian palette also showed a distinct preference for salty snacks. Overall brand Cadbury
strengths in the confectionery market were weaknesses in the packaged snacking market. Snacks
were also largely driven by shared consumption vis s avis confectionery which is largely an
impulse individual consumption
Competition
Well entrenched competitors and local unorganized players which are synonymous with snacking
and dominated the market.
The Brand
Cadbury Bytes was a one of a kind snack, in that it was sweet and not salty and had the irresistible
taste of Cadbury chocolate in it. To be positioned effectively as a snack it had to offer the
irresistible taste of Cadbury chocolate in the context of shared snacking
The Results
Cadbury Bytes expands the chocolate category.
Adams, 2003, enabled it to expand into important markets like the US market.
Weaknesses :-
♣The company is dependent on the confectionery and beverage market, whereas other
competitors e.g. Nestle have a more diverse product portfolio, where profits can be used to
invest in other areas of the business and R&D.
♣Other competitors have greater international experience - Cadbury has traditionally been
strong in Europe. New to the US, possible lack of understanding of the new emerging
markets compared to competitors.
Opportunities:-
♣New markets. Significant opportunities exist to expand into the emerging markets of
China, Russia, India, where populations are growing, consumer wealth is increasing and
demand for confectionery products is increasing.
♣Key to survival within the FMCG market is increasing efficiency and reducing costs.
Cadbury Fuel for Growth and cost efficiency programmes seek to bring cost savings by:
1. Moving production to low cost countries, where raw materials and labour is cheaper.
2. Reduce internal costs - supply chain efficiency, global sourcing and procurement, and
wise investment in R&D.
Threats:-
♣Competitive pressures from other branded suppliers (national and global). Aggressive
price and promotion activity by competitors - possible price wars in developed markets.
♣Social changes - Rising obesity and consumers obsession with calories counting.
Nutrition and healthier lifestyles affecting demand for core Cadbury products.
Cadbury India has a large factory in Malanpur, one of the most under developed districts in Central
India. In 1999, theylaunched the Cadbury Community Initiative Programme under the banner:
Nutrition, Education, Security and Love. In setting up the programme, the local Corporate Affairs
Manager, Narender Katoch, initiated a long-term dialogue with local stakeholders to engage them
in helping the compnay identify what community support theyshould be providing.As a result,
theyfocused on healthcare and education in the nearby village of Gurikha. A nursery school was
started and key improvements were made to the primary school. The consultation and a bit of
lateral thinking led to some real social improvements: fresh drinking water from a new village
pump, a doctor’s clinic, vet services for milk producing animals and fruit trees for each household
to plant during the rainy season. They also helped increase school attendance levels.Last year, the
education programme supported the Indian Government’s Year of Women Empowerment. Special
focus was given to the rights and contribution of girls and to the counteraction of female infanticide
through a variety of initiatives, including awareness generation and gender sensitization
programmes leading to formation of women self help groups.
Reaching Out Programme is one small beginning in their endeavour to lend a helping hand to the
needy. They collect from those who have and give it to those who need it the most. They have
recently completed the Medicine Collection Drive in which they collected medicines and distributed
it among those sections of society that needed it the most. They also have a toy box programme.
Used toys are collected and donated to needy children.
At Cadbury India we have always believed that good values and good business go hand in hand. It's
part of our heritage and the way we do things today. CSR is about growing our business responsibly.
Cadbury India has a tradition of caring for the environment and enriching the quality of lives of the
communities we live and work in, through a variety of result-oriented programs.
We are committed to responsible environmental, health and safety management. We aim to look after
the health and safety of our people and minimize the environmental impact of our business around the
world.
Water is a precious resource. As part of Cadbury India's efforts to continuously increase water
conservation our Bangalore factory has constructed a check dam to store the rainwater. This dam not
only acts as a major ground water replenishing source for the bore wells in the factories and
surrounding community, but is also a stopover location for some of the migratory birds!
Since 1974 Cadbury has pioneered the development of cocoa cultivation in India. For over two
decades, we have worked with the Kerala Agriculture University to undertake cocoa research and
released hybrids that improve the cocoa yield.
Our efforts have increased cocoa productivity and touched the lives of thousands of farmers. Hardly
surprising then that the Cocoa tree is called the Cadbury tree!
Sunshine now lights the pathways on streets outside our Bangalore factory at night.
Rising energy costs, and 300 sunny days a year, inspired the factory to install 28 solar powered
streetlights. It will reduce annual carbon dioxide (a major greenhouse gas) emissions by ten tonnes,
playing a part in the effort to reduce global warming.
In appreciation of our commitment to implement environment friendly initiatives, the Karnataka State
Pollution Control Board has honoured the Bangalore factory with the Parisara Premi (Preserver of the
Environment) Award for the second year in a row.
Everything needs a little nurturing to help it to grow. Our communities are no different. Cadbury India
is committed to growing community value around the world. For our employees, this is about making a
difference in the community.
Thanks to the efforts of the Baddi factory team over 50 children of migrant workers living in and
around our Baddi factory will now have daily access to non-formal education. Cadbury has set up a
non-formal school as part of our commitment to create prosperous, inclusive and healthy communities.
This is the first phase of Project SAHYOG an 18 month project which commenced in January this year
in partnership with an NGO RUCHI. The project reaches out to over 400 poor & marginalized families
The project was recently inaugurated by Mr B R Verma, Labour Commissioner cum Chief Inspectorate
of Factories & Directorate of Employment; Himachal Pradesh in the presence of Mr Sudhir Sharma,
Dy Director Industries and senior officials of BBN Industries Association. The Chief Guest appreciated
Cadbury's effort to make a difference in the community and encouraged the villagers to come forward
and support the initiative.
In the coming months the project through a group of 12 SAHYOG CHAMPIONS (colleagues from the
Baddi factory) will undergo an orientation program with the NGO RUCHI and will subsequently
mobilize Baddi colleagues to volunteer their time in the community on aspects of village health,
sanitation and education.
As part this initiative, we have provided safe and clean facilities to create an environment conducive to
learning for the 80 odd children enrolled in the school. This included re-painting the building, cleaning
and developing the gardens in the school premises, planting trees and installing swing-sets in the play
area. A team of 16 sales colleagues spent a day in the school and truly made a difference!
Sarvam Program
Working in partnership with a local charity, the Sri Aurobindo Society, on a five-
year project, we are contributing to the redevelopment of two villages in the costal region of
Pondicherry. The project addresses education, health, economic development, vocational training,
organic farming, water harvesting and attitude changes including the empowerment of women.
Learning's from the project will also create significant rural regeneration throughout the rest of the
Tsunami - hit regions and beyond.
Priorities for the first year include: providing simple housing and toilets and repairing and developing
eight pre-school centres and three schools. We will also recruit teaching staff, health workers,
counselors as well as an administrator and set up a training and basic IT centre.
Cadbury India has partnered with Vatsalya Foundation, an NGO working with underprivileged street
children in Mumbai. Vatsalya's motto is to give the child a supportive environment to live and study in
and gain skills so that they become contributing members of society.
We support the educational needs of 100 street children by proving them with their school fees and
also other requirements like books, stationery uniforms etc. We will also sponsor educational camps
for these children.
The other aspect of the partnership is the "Be My Friend" Volunteering programme. Under this
initiative colleagues are encouraged to spend time with these children, encourage them to study or
just simply be their Friend.
In an effort to provide a health start to the newborn infants of the local community
in the Thane district, we have supported the construction of a neo-natal hospital
ward at Thane`s municipal hospital. The ward gives specialized and intensive care
for premature and critically ill newborns.
This intervention has helped the poor and needy who are in urgent need of
specialized healthcare.
In 1999, we launched the Community Initiative Programme under the banner: Nutrition, Education,
Security and Love near our Malanpur factory (MP).
As a result, we focused on healthcare and education in the nearby village of Gurikha. A nursery school
was started and key improvements were made in the primary school.
The consultation and a bit of lateral thinking led to some real social improvements: fresh drinking
water from a new village pump, a doctor's clinic, vet services for milk producing animals and fruit trees
for each household to plant during the monsoons. They also helped increase attendance in school.
In 2005, the education programme supported the Indian Government's Year of Women
Empowerment. Special focus was given to the rights and contribution of girls and to the counteraction
of female infanticide through a variety of initiatives.
Play school for children below 5 years of Women Empowerment activities will help rescue
age established by Cadbury. her burden
The Asian Marketing Effectiveness Awards are the region's most prestigious awards that
celebrate resourceful Asian marketing. They are designed to set the standard for effective
marketing within the region, and aim to uncover the campaigns that show results through
innovative spirit and combining creativity with effectiveness to build world class brands.
This study, in its fifth year in India , has a presence in 30 countries and is
the oldest, most comprehensive and respected workplace study worldwide. Over two
hundred companies throughout India participated in the survey, which measured the degree
of satisfaction of employees with their place of work and picked out the best working
environments. This is the fourth time we have featured amongst the Great Places to Work in
India . We were ranked 10th in 2003, and were among the top 25 in 2004 and 2005.
Business World along with Grow Talent has been carrying out the 'Great
Place to Work' survey for the past 4 years. This award is based on the ranks
received in top 25 list of the Great Place to Work India studies conducted in the last four
years.
Cadbury won the Emmvie Gold for the Best Media Innovation - TV, for brand Bournvita, for
the entry Physical symbol of Confidence.
Cadbury Dairy Milk & Bournvita have done it again. For the
second time running, Cadbury Dairy Milk & Bournvita have been declared a `Consumer
Superbrand' for 2006-7 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.
The 'Great Place to Work' Institute study listed Cadbury India as a Great Place to work in 2005
for the third time in a row. Incidentally, Cadbury was in the Top 25 in 2003, 2004 and 2005 too.
Superbrands
Cadbury Dairy Milk and Bournvita have achieved the distinction of a 'Superbrand' as awarded
by the Superbrands India Council.
C Y Pal
Anand Kripalu
Narayan Sundararaman
(Director, Powdered Beverages,
Gum & Candy)
Jaiboy Phillips
(Director, Operations)
Rajesh Garg
(Director, Finance)
Rajesh Ramanathan
Director, Human Resources
Sunil Sethi
Registered office
(Director, Sales & Internationa
Business)
Cadbury India Ltd.
Cadbury House
19, B Desai Road
Mumbai 400 026
Maharashtra
India
Tel: +91 22 4007 3100
Fax: +91 22 2352 1845
Mumbai Chennai
Cadbury India Ltd. Cadbury India Ltd.
Reyn. Basera Annexe 146- Second Floor
Near Cooper Hospital Royapeth High Road
Vile Parle West Mylapore
Mumbai 400 056 Chennai 600004
Maharashtra, India Tamil Nadu, India
Delhi Kolkata
Cadbury India Ltd Cadbury India Ltd
303 – 305, 3rd Floor, Vipul Agora 9-A Esplanade Row
M.G. Road Kolkota - 700 069
Gurgaon - 122 002, India. West Bengal, India.
Our factories
Thane Pune
Cadbury India Ltd Cadbury India Ltd
1 Pokhran Road Induri Factory
Eastern Express Highway Talegaon Dabhade
Thane 400 606 Pune 410 507
Bangalore
Cadbury India Ltd
Jodi Hanumanapalya
Mahadevapura Post
Mangalore Road
Nelamangala 562 123
Bangalore, Karnataka, India
Cocoa operations
Cochin
Cadbury India Ltd
Cocoa Operations
Near Thrikkakara
Pipe Line Junction
Thrikkakara P.O
Cochin 682021
Kerala
India
Industry Trends
Confectionery Industry
Chocolates
Chewing gums
Lollipops
Bubble gum
The total confectionery market is valued at Rupees 41 billion with a volume turnover of about
223500 tonnes per annum. The category is largely consumed in urban areas with a 73% skew to
urban markets and a 27% to rural markets.
Hard boiled candy accounts for 18%, Eclairs and Toffees accounts for 18%, Gums
and Mints and lozenges are at par and account for 13%. Digestive Candies and
Lollipops account for 2.0% share respectively.
Overall industry growth is estimated at 23% in the chocolates segment and sugar confectionery
segment has declined by 19%.
Cadbury with Dairy Milk, Perk, Gems, 5 Star, Celebrations, Bytes, Dairy Milk Eclairs, Eclairs
Crunch, Mr. Pops and Halls brands is a key player in the chocolate, eclairs, lollipops, and
mints segments.
Milk Beverages
The Milk Beverages industry is valued at Rupees 16.1 billion with an annual
turnover of approx 63,000 tonnes. As per Nielsen estimates the industry is
growing at 10.1%.
C A D B U R Y A N D T H E W O RM C O N T R O V E R S Y
CADBURY'S MISFORTUNE. THE CONTROVERSY, AND THE ADVERSE PUBLICITY RECEIVED IN SEVERAL
COUNTRIES, SET BACK ITS PLAN OF OUTSOURCING MODEL WHICH WOULD HAVE RESULTED IN
SIGNIFICANT REVENUE GENERATION, SEVERAL MONTHS BACK. THE "WORMS' CONTROVERSY" CAME AT
T H E W O R S T T I M E ?. T H E N E X T F E W M O N T H S W E R E T H E P E A K S E A S O N O F D I W A L I , E I D & C H R I S T M A S .
C A D B U R Y S E L L S A L M O S T 1,000 T O N N E S O F C H O C O L A T E S D U R I N G D I W A L I . I N T H A T Y E A R , T H E S A L E S
D U R I N G F E S T I V A L S E A S O N D R O P P E D B Y 30 P E R C E N T . T H E C O M P A N Y S A W I T S V A L U E S H A R E M E L T
O C T O B E R '03 T O 64 P E R C E N T I N J A N U A R Y 2004 C L E A R L Y , T H E W O R M C O N T R O V E R S Y T O O K A T O L L
O N C A D B U R Y ' S B O T T O M - L I N E . F O R T H E Y E A R E N D E D D E C E M B E R 2003, I T S N E T P R O F I T F E L L 37 P E R
C E N T T O R S 45.6 C R O R E (R S 456 M I L L I O N ) A S C O M P A R E D W I T H A 21 P E R C E N T I N C R E A S E I N T H E
P R E V I O U S Y E A R . H O W E V E R , C A D B U R Y ' S R E I T E R A T E D T H A T A L L T H R O U G H T H E 55 Y E A R S O F
LEADERSHIP IN INDIA, THAT IT HAS REMAINED SYNONYMOUS WITH CHOCOLATES AND HAVE REMAINED
C O M M I T T E D T O H I G H Q U A L I T Y A N D C O N S U M E R S A T I S F A C T I O N ."
CABDBURY'S FIGHT-BACK
'P R O J E C T V I S H W A S '
"S T E P S TO ENSURE QUALITY & REGAIN THE CONFIDENCE" FOLLOWING THE CONTROVERSY OVER
I N F E S T A T I O N I N I T S C H O C O L A T E S , C A D B U R Y I N D I A L T D U N V E I L E D 'P R O J E C T V I S H W A S ', A P L A N
INVOLVING DISTRIBUTION AND RETAIL CHANNELS TO ENSURE THE QUALITY OF ITS PRODUCTS. THE
C O M P A N Y ' S T E A M O F Q U A L I T Y C O N T R O L M A N A G E R S , A L O N G W I T H A R O U N D 300 S A L E S S T A F F ,
C H E C K E D O V E R 50,000 R E T A I L O U T L E T S I N M A H A R A S H T R A A N D R E P L A C E D A L L Q U E S T I O N A B L E
CADBURY REDUCED THE NUMBER OF CHOCOLATES IN ITS BULK PACKETS TO 22 BARS FROM THE
PRESENT 60 BARS. THESE HELPED STOCKISTS DISPLAY AND SELL THE PRODUCTS "SAFELY AND
H Y G I E N I C A L L Y " 190,000 R E T A I L E R S I N K E Y S T A T E S W E R E C O V E R E D U N D E R T H I S A W A R E N E S S
PROGRAMME.
T H E B I G 'B' FACTOR
THE BIG FACTOR THAT HAS PUSHED UP CDM SALES IS THE AMITABH BACHCHAN CAMPAIGN. IT
HELPED RESTORE CONSUMERS' FAITH IN THE QUALITY OF THE PRODUCT. IN EARLY JANUARY,
CADBURY APPOINTED AMITABH BACHCHAN AS ITS BRAND AMBASSADOR FOR A PERIOD OF TWO
YEARS. THE COMPANY BELIEVED THAT THE REPUTATION HE HAS BUILT UP OVER THE LAST THREE
D E C A D E S C O M P L E M E N T S T H E I R O W N , W H I C H W A S B U I L T O V E R A P E R I O D O F 50 Y E A R S .
Conclusion’
The Indian Chocolate Industry is a unique mix with extreme consumption patterns, attitudes,
beliefs, income level and spending. At one hand, we have designer chocolates that are consumed
when priced at even Rs 2500/kg while there are places in India where people have never even
tasted chocolates once. Understanding the consumer demands and maintaining the quality will be
essential. Companies will have to keep themselves abreast with the developments in other parts of
the world. PRICING is the key for companies to make their product reach consumers' pockets.
Right pricing will make or break the product SUCCESS. Economical distribution of the products will
Bibliography
BIBLIOGRAPHY
•WWW.CADBURY.CO.UK
•WWW.CHOCOLATEREVIEW.CO.UK
•WWW. CADBURYS CHWEPPES.COM
•WWW.WIKIPEDIA.ORG
•WWW.CADBURY.COM
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