SVM CADBURY PPT

TOPIC – HOW IS CADBURY A SIGNATURE OF BRANDING

AND CULTURE ? Cadbury positioning strategy in India.

INTRODUCTION OF CADBURY
Cadbury, formerly Cadbury's and Cadbury
Schweppes, is a
British multinational confectionery company fully
owned by Mondelez International (originally Kraft
Foods) since 2010.
Cadbury was founded in Birmingham, England, in
1824, by John Cadbury (1801–1889), a Quaker who
sold tea, coffee and drinking chocolate. Cadbury
developed the business with his brother Benjamin,
followed by his sons Richard and George.
In 1824, John Cadbury, a Quaker, began
selling tea, coffee and drinking chocolate in Bull
Street in Birmingham, England.
From 1831 he moved into the production of a variety
of cocoa and drinking chocolates, made in a factory
in Bridge Street and sold mainly to the wealthy
because of the high cost of production.
So this was the beginning of Cadbury company.
POSITIONING STRATEGY
One thing Cadbury did for establishing position In
Indian market was a huge play with words.
It did not called Cadbury a chocolate it called it a
sweet. And it was done through advertisement in
which it was being said “khane ke baad kutch
meetha hojae”.