Center for entrepreneurship and small business management

ACADEMIC YEAR 2020 – 2022

NAME OF SUBJECT: MARKETING MANAGEMENT

MBA DUAL SPECIALIZATION PART- 1
SUBMITTED TO :- SUBMITTED BY:-
DR. ASHISH PAREEK RADHIKA SONI

1ST SEMESTER
MBA (DS PART 1)
 Marketing is described as a Social
process by which individual group
obtain what they need and want
through creating offerings and freely
exchanging products and services of
value with others .marketing is not
merely a business phenomena or
confide only to business organization.
marketing activities are equally
relevant to nonprofit organizations.
Marketing Management
performs all managerial
functions in the field of
marketing.
Marketing management is 'the
art and science of choosing
target markets and getting,
keeping, and growing
customers through creating,
delivering, and communicating
superior customer value'
Marketing Management
identifies market
opportunities and comes
out with appropriate
strategies for exploring
those opportunities
profitably.
 MARKETING 1. THE SETTING OF 2. DEVELOPING THE
MANAGEMENT MARKETING GOALS MARKETING PLAN,
INVOLVES: AND OBJECTIVES,

3. ORGANISING THE 4. PUTTING THE 5. CONTROLLING

MARKETING MARKETING PLAN THE MARKETING
FUNCTION, INTO ACTION AND PROGRAMME.
FUNCTIONS OF MARKETING

Gathering and
product
analyzing Marketing packaging and
designing and Branding
market planning labeling
development
information

customer Pricing of physical

Promotion transportation
support services product distribution

storage or
warehousing
INTRODUCTION
 CADBURY is a leading global confectionary
.

company with a outstanding portfolio of

chocolate, gum, & candy brands.

 Cadbury selling their products in almost

every country around the world.

 it’s one purpose to capture the

spirit of what they are trying to
achieve as a business.
 CADBURY INDIA
 In 19th July 1948, Cadbury India begins its
operations in India by importing
chocolates.
 Manufacturing –-- thane, pune, Gwalior
,Hyderabad, Bangalore and Himachal
Pradesh.
 Sales office in New Delhi, Mumbai
,Kolkata and Chennai.
 Corporate head office is in Mumbai under
the name of “Cadbury house” .
 currently ---- Cadbury India operates in
five categories chocolate confectionery
beverages biscuits gum and candies.
 Key brands Dairy Milk, temptation,
bournvita, five-star, celebrations gems,
halls ,eclairs ,tang and etc.

 It is the market leader in the chocolate

confectionery business with the market
share over 70%. The highest Cadbury
brand shares in the world ! the brand
Cadbury Dairy Milk is considered the
global standard for chocolates in India.

 21st April 2014 Cadbury India change

its name to Mondelez India foods
limited .
BOARD OF DIRECTORS
MISSION VISION
Promotion of brands caring without
1. Increase the width of chocolate compromise on quality. better
consumption with low price point product quality and packaging .
pack.

efficient working Capital

2. maintain image leadership Management.
through a superior marketing mix.

3. Be a significant player in the increasing the market depth

gifting segment . including ruler in the end coverage
ELEMENTS OF
MARKETING MIX
 The marketing mix
consists of various
elements which have
broadly been classified
into four categories for
popularly known as four
piece of marketing first
product price place
promotion .
THE 4 P ‘S OF
CADBURY

PLACE
Cadbury products of the available all over the world. The main way Cadbury
has made a huge impact in the global market is just because of the distribution
channel it has. The company has made sure that their products are available all
over the world and the carter to a huge customer base. The products are
available both in the urban and rural areas.
 Produced at a Chocolate Factory in born evil in Birmingham.
 Then it is transported to the stockrooms.
 After this Cadbury sells it products to shops that deals with their beverages and
confectionery example corner, shop, superstores .
 Then sell it to the public.
PRODUCT
 Cadbury Dairy Milk is made from real chocolate
 Its ingredient includes cocoa butter
 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
 The product range of Cadbury is pretty large, and they
make it count. The products in the marketing mix of
Cadbury are classified according to the seasons and
they are also varied according to the sales in each
country.
 There are a lot of standard products which are there. The other
Cadbury products are based on festive occasions like Halloween and
Christmas. The products are not only related to the chocolates but
there are other products like beverages and desserts, which are also
in their product line. We find that Cadbury also prefers to segregate
the products according to the demographic areas. The Cadbury
company has ventured into the ice-cream segment and biscuits. With
such a huge product line up we can gauge the targeted customer
base and they carter to a lot of people and their needs. There are a
lot of Cadbury products namely Bourneville, Crunchie, Cadbury Dairy
Milk, Dairy Milk Fruit & Nut, Caramel, Cadbury Five Star, Perk,
BournVita, Bytes, Pretzel, Crème Egg, Oreo, Blackcurrant Mini Rolls,
Caramel Cake Bars, Fruit Sundae, Brunch Hazelnut, etc. among the
huge product list. Cadbury has made a huge impact in this industry
and is continuing to grow at a rapid rate.
 BARS
 CAKES and BISCUITS
 DRINKS
 ICECREAMS and DESSERTS
 PRICE
 Adopted competitive pricing
strategy for the basic products
 where is premium pricing on
other variants
 cut down on weight but did not
increase cost
 Download this thing example 5
rupees back was off 13 grounds
but now it is of 10.5 gm
PROMOTION
THE BIG B
 The purpose of promotion is to communicate directly with
potential or existing customers in order to encourage them
to purchase Dairy Milk and recommended it to others .

FACTOR
THE BIG B FACTOR
 The big B factors that has pushed up CDM sales is the campaign it
helped restore consumers faith in the quality of the product .
CONCLUSION
 In order for get body to reach the peak of
achievements the company would have to
stress on the global growth of the product it
can be risk to market it in the region France
but with careful study of the target market
segments and its economic position it can be
an attainment Cadbury should also look into
other countries like the Asia Pacific in order to
market its product popular globally but then
again carefully consideration to look at its
major competitors and to obtain the rules and
regulations of a certain country are equally
important.