Navaakshaya Selvakumar Nadar 041PDF

1.
Executive Summary: -
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”
Schweppes is the world’s largest confectionery company. They manufacture, market and
distribute branded chocolates, confectionery and beverages that bring smiles to millions of
consumers across 180 countries. With origins stretching back over 200 years, today their
products - which include brands such as CADBURY COMPANY WITH RESPECT
To ITS MARKETING STRATEGY”, Schweppes, Halls, Trident, Dr Pepper, Snapple, Trebor,
Dentyne, Babelicious and Bassett - are enjoyed in every country and around the
world. CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”
Schweppes employs over 70,000 people worldwide. The heritage started back in 1783 when
Jacob Schweppes perfected his process for manufacturing carbonated mineral water in Geneva,
Switzerland. And in 1824 John CADBURY COMPANY WITH RESPECT To
ITS MARKETING STRATEGY” opened a shop in Birmingham selling cocoa and chocolate.
CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY” has been synonymous with chocolate since 1824; the most famous being
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” Dairy
Milk; first launched in 1905, and still a market leader today. These two great household names
merged in 1969 to form CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” Schweppes plc.
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” is the leader in
the UK chocolate market, and is the confectionery division of CADBURY COMPANY
WITH RESPECT To ITS MARKETING STRATEGY” Schweppes plc. CADBURY COMPANY
WITH RESPECT To ITS MARKETING STRATEGY”'s Asia-Pacific sales are smaller compared
to Europe and
US. Asia Pacific sales accounted for only 18 per cent of the group's revenue of $7427 million
dollars in 2006. The mature Japan and Australia markets have generated most of the firm's sales
in the region but younger, fast-growing markets are becoming more important for the group.
CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” currently makes around one third of its total Asia Pacific sales from
'emerging markets', of countries like China, India, Malaysia, Singapore etc.
Page 1
launched Boost Guarana in 2001 in U.K, a new chocolate bar, which with proven energy
stimulation properties. Containing Guarana, a South American plant extract known to native
Indians for centuries, the product was launched to meet the consumer need of stimulating the
mind and complement a busy lifestyle. CADBURY COMPANY WITH
RESPECT To ITS MARKETING STRATEGY” is planning to launch BOOST GUARANA in the
vibrant Singapore chocolate market.
Page 2
1.1 INTRODUCTION
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” is a

company with a long history in Australia and a passionate commitment to making everyone feel
happy. Check out what we are doing around the world and search for where to buy our products.
Find out what our most common queries are, and ask some of your own if you like.

India can be termed as one of the best performing FMCG companies today. Unlike its peer group,
which is more of complete food companies, CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” is a very niche player with a dominant position in Indian Chocolate
Confectionery market. This makes it different & more successful in comparison with the peer
companies. Now is the period of slowdown in the economy, where FMCG companies are the first
ones to be hit upon. Reduction in the real income of the consumer has made its direct impact on
the top –line growth of the company.
Still, CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” has been
able to drive its bottom- line growth. The reason for the success is the Corporate Governance
practiced in the organization. We update its growth, progress, and current valuation in this report.
The CADBURY COMPANY WITH RESPECT To ITS MARKETING

STRATEGY”’s Inc has taken the opportunity to offer us a broader view of chocolate category.
STRATEGY” India’s no.1 Chocolate is able to share with their market insights based upon
unparalleled breath of chocolate experience.
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” has

grown from strength to strength with new technologies being introduced to make the
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” confectionary
business, one of the most efficient in the world. The merge in 1969 with Schweppes and the
subsequent development of the business have led to CADBURY
COMPANY WITH RESPECT To ITS MARKETING STRATEGY” Schweppes taking the lead
in both, the confectionary and soft drink market Intec UK and becoming a major force in the
international market.

Schweppes today manufactures product in 60 countries and a trade in staggering 120. The
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” story is a
fascinating story of a family business that grew in one of the biggest, most loved chocolate brand
in the world. A story that you will remember as the story of “The taste of life”.
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1.2 INTERSTING FACTS OF CADBURY COMPANY WITH
RESPECT TO ITS MARKETING STRATEGY”
• CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” was the first
company to include pictures instead of printed text on chocolate boxes.
• George CADBURY COMPANY WITH RESPECT To ITS MARKETING

STRATEGY” didn’t want to take mothers away from their children, so he developed a company
rule that women had to leave work when they got married. Each married woman was given a bible
and a carnation as wedding gifts.
• In 1886 CADBURY COMPANY WITH RESPECT To ITS MARKETING

STRATEGY” became one of the first firms to have dining rooms with kitchens and food for sale.
• A miniature metal animal (elephant, penguin, owl, fox, duck, squirrel, rabbit or turtle) was given
away with specially designed cocoa tins in 1934. In the same year, CADBURY
COMPANY WITH RESPECT To ITS MARKETING STRATEGY”'s tokens, which came with
packs of cocoa, could be redeemed for lamps, kettles, and saucepans.
• So many children joined CADBURY COMPANY WITH RESPECT To ITS

MARKETING STRATEGY”’s Coco cub Club that it had 300,000 members in 1936.
• CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”’s

World Visitor Center opened in 1990, welcoming 400,000 visitors in its first year.
• CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” launched a Get

Active program in 2003, helping 10,000 teachers get in shape.
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1.3 OVERVIEW OF THE COMPANY
Cadburys success lies in their management .They use different type of management in order to
get best out of their labor and achieve goals successfully, As per Christopher and Sumatra
”Todays operating
environment in many worldwide businesses demands more than efficient central management
and flexible operations”. Cadburys organizational style lies between hierarchical and flat
structure but more of
democratic. They does not have many layers in flat structure. So decision making is very fast and
clear. In hierarchical, decisions are made from top and passed on to the lower staff. According to
Cadburys,” instructions from manager are passed on to the clerical support assistants” Below
they are discussed in detail:
Autocratic management
Democratic management
Consultative management
Paternalistic management
a) AUTOCRATIC MANAGEMENT:
In this management decision is made by bureaucratic or a manager without consulting any sub
ordinates.
Decision making is fast because no other staff is involved to give new ideas or suggestions and
well managed business is an outcome .As per Peter (2006),”Oxford English dictionary call
Autocracy as absolute government by one person”. Centralization management is their trait in
this. They control the rights and duties of other divisions and departments. Figure 2 shows
autocratic style of management:
Managing Director
b) DEMOCRATIC MANAGEMENT:
In democratic, staff work in a team. Workers give different idea and suggestions .This
management is beneficial for Cadburys because it helps them to get more from their workers by
motivating them.Emloyees manufacture but work in this management is bit slow in comparison
to autocratic because time is wasted in collecting idea. ISSUES AND CONCERN:
Page 5
1.4 History of CADBURY COMPANY WITH RESPECT To
ITS
MARKETING STRATEGY”
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”, the

global leader in the chocolate confectionery market, began in 1824 when a young Quaker named
John CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY”
Open need 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 the military.
With few opportunities available, Quakers often went into business-related fields and/or devoted
their time to missions of social reform.
By 1842 John was selling 11 kinds of cocoa and 16 kinds of drinking chocolate. Soon
John’s brother Benjamin joined the company to form CADBURY COMPANY WITH RESPECT
To ITS MARKETING STRATEGY” Brothers of Birmingham. The CADBURY COMPANY
WITH RESPECT To ITS MARKETING STRATEGY” brothers opened an office in London and
received a Royal Warrant (one of many) as manufacturers of chocolate and cocoa to Queen
Victoria in 1854. Six years 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 devoted the rest of his life
to social work and died in 1889. George and Richard continued to expand the product line, and by
1864, they were pulling a profit. CADBURY COMPANY WITH RESPECT
To ITS MARKETING STRATEGY”’s Cocoa Essence, which was advertised as
"absolutely pure and therefore best," was an 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
Page 6
brothers soon moved their manufacturing operations to a larger facility four miles south of
Birmingham. The factory and area became known as Bourneville.
would go on to acquire Sunkist, Canada Dry, Typhoo Tea and more. Schweppes Beverages was
created, and the manufacture of CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” confectionery brands was licensed to Hershey.
Today CADBURY COMPANY WITH RESPECT To ITS MARKETING

STRATEGY” Schweppes is the largest confectionery company in the world, employing more than
70,000 employees. In 2006 the company had over $15 billion in overall sales. In
March of 2007, CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY” Schweppes announced that it intends to separate its confectionery and beverage
businesses. With almost 200 years in the business, CADBURY COMPANY
WITH RESPECT To ITS MARKETING STRATEGY” Schweppes will continue to prosper in the
coming decades.
Page 7
With CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY”’s continued success in chocolate, George and Richard stopped selling tea in 1873.
Master confectioner Frederic Kinchella was appointed to share his recipe and production secrets
with CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY” workers. This resulted in CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” producing chocolate covered nougats, bonbons delices, Pistache,
caramels, Aveline’s and more.

manufactured its first milk chocolate in 1897. Two years later the Bourneville factory employed
2,600 people and CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” was incorporated as a limited company.
During World War I, more than 2,000 of CADBURY COMPANY WITH

RESPECT To ITS MARKETING STRATEGY”’s male employees joined the Armed Forces.
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” supported the
war effort, sending warm clothing, books, and chocolate to the soldiers.
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” supplemented
the government allowances to the dependents 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
COMPANY WITH RESPECT To ITS MARKETING
STRATEGY” opened its first overseas factory near Hobart, Tasmania. The next year CADBURY
COMPANY WITH RESPECT To ITS MARKETING STRATEGY” merged with JS Fry & Sons,
a past market leader in chocolate.

supported the war effort during World War II by converting parts of its factory into workrooms to
manufacture equipment like milling machines for rifle factories and parts like pilot seats for
Defiant fighter planes. Workers plowed football fields to grow crops, and the
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” St.
John’s Ambulance unit helped people during air raids. Chocolate was considered essential for the
Armed Forces and civilians. Rationing finally ended in 1949.
In 1969 CADBURY COMPANY WITH RESPECT To ITS MARKETING
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STRATEGY” merged with Schweppes to form CADBURY COMPANY WITH RESPECT To
ITS MARKETING STRATEGY” Schweppes. Schweppes was a well-known British brand that
manufactured carbonated mineral water and soft drinks. The merged companies Though being a
giant organization in confectionery market and well know- how of their vision, mission and
strategy, Cadburys faced numerous problems as well.
Problems Of Past:
They went through a problem in there HR department because of unskilled employees,
competition from externals and workers turnover percent was rising, but somehow Cadburys
dealt with this problem by giving them incentives, pay leaves and benefits. Their staff’s idea and
suggestions were also listened in order to make them feel that they are a family.
Cadburys entry into French market was another big problem due to behavior of French
consumer. According to BBC news (March, 2000) Cadbury asked Kraft to take over there
French gums and sweets products in order to gain French market. As per chief executive John
Sunderland, “Kraft’s foods give us entry into French sweets and gums market “.
Cadburys journey from 1824 till date showed a number of ups and downs, today it is world’s
number one chocolate producing company. After gaining good profit and image their products
reached a maturity level but before their product show decline in a graph, they introduced
Cadburys celebration pack and Bandhan (Indian market) in order to again get a growth stage.
S Introduction Growth Maturity Decline
TIME
Figure 7: Product Life Cycle (PLC)
CURRENT PROBLEMS:
The working class want and hunger makes them keep working hard for a better life. Over 200
years’ machines replacing men and still growing. Cadburys employ more than 46,000 workers
all over the globe.
Each Cadburys factories have one HR in order to provide training, incentives and to solve staff’s
grievances. But recently Cadburys replaced their workers by effective machines which lead to
unemployment. Poverty, pauperism and misery increased all over.HR also facing problem in
Page 9
finding skilled labor which led to skillgap. Even competition from other organization creates a
shortage of skilled workforce.
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As per Margaret Heffernan in March 2010, trust is the driving force for everything, two months
back when negotiation was going on between Cadburys and Kraft then Kraft promised that they
won’t close Cadburys production unit having 400 workforces. But after a takeover, Kraft broke
their promise which leads to
protest from Cadburys staff all over UK” In spite of facing opposition during acquisition, Kraft
failed to gain confidence in consumer’s eye and declined in reputation. Kraft’s forget to give
importance to the culture. To overcome this complication Kraft should gain trust and respect by
breaking no more promise otherwise this will leads to failure of Kraft’s business in UK.
Apart from this, Cadburys started facing problem in terms of health problem. People are more
towards eating healthy snacks. Obesity in kids and trend towards the healthy life, creating a
problem in the industry.
Figure 10: Obese Children (Estimated) Number of children between 2-15 (“000″s)
Source: National Centre for Social Health /Department of Health
Previously all snacks were asked to carry clear warnings of calories on their packaging. As per
David Hinchliffe (MP, Chairman, Health Select Committee), reported by BBC news (27
November,2003) that “consumer should know, how much they have to burn after intake of so
much calories”.
RECOMMENDATION OF ACTION:
Management:
Building relationship with Cadburys
Kraft acquired Cadburys under crucial conditions. Further; closed down of Cadburys production
unit leads them to face more criticism. To cope up with this problem, their management should
act as a corporate .They should know about a culture of the alien country .Where, how and what
they want should be clear to them
Page 10
.As per Robert Aiello and Michael D. Watkins, reported in Harvard business review (November-
December
2000),”That most of M & A fail due to corporate manager’s behavior, they are quick in
everything, they want to buy this company then they start searching what it’s worth, offer less
and see what they can get it”.
There should be a strong team who are responsible for taking decision and responsible for
explaining others about the issues and progress. According to Ronald and Suzanne, “successful
companies have an integrating
manager which is temporary in some and their job is to show a way out of critical situation”.
Whenever there is any problem or another critical situation in Kraft’s future they should be ready
with their special
integrating managers.He is a personnel who is having a world class experience, having good
management skills and deep knowledge of a company. They make a structure and become a
social communication between the two companies.
Employment to the labors
As per Jerry E.,” Labor intensive techniques should be appreciated due to less cost in production
(cheap labor). And in many industries, labor is plentiful in accordance to the capital. For
underdeveloped countries, labor force is the main force for the production”. Company before
replacing labor force should look for the cost of labor and machines. It won’t be worthwhile if a
little inclusion of labor will cost less. Cadburys
replaced labor but numerous labors are needed in order to build machines. It’s not that machinery
replaced
labor it’s the organization, otherwise labor and machinery can be made to work together effectively
.As per
Michael, “factory workers are more efficient than homeworker because of more wide use of
machinery. But slow worker can be made efficient and wages increased without new
machineries. Cadburys can skilled labor by increasing wages “.
Health Issue:
Dietary and Sugar Free Products
Cadbury versus Whey
In 2004, World Health Organization reported that obesity touched a peak point on global level.
Dietary product showed a tremendous growth. There are few chocolate companies who have
launched dietary
products like Whey chocolate company (source- www.wheychocolate.com ) - “The biggest
breakthrough in chocolate innovation! Your taste buds won’t know the difference, but your body
will”.
Page 11
Source: www.wheychocolate.com
Cadburys need an innovation otherwise there product life cycle is near to the end. Cadburys have
an opportunity that it is already known all over, once they introduce fat free and sugar free
products it won’t take them long to capture the market.
Figure 16: Shows assumed Cadburys sugar free (future)
Cereals versus Cadburys
As trend is shifting towards more of cereals intake, Cadburys should also introduce there
breakfast product line, in order to wipe them or share part of their profit.
As per Mintel report, Kellogg’s lead two markets, manufacturing, and retail share markets.
However, there is a decline in some sector of cereals as well but it’s not in worst condition
though. There are two sector s, children and adult sector which are still growing up. Especially in
UK, there is upward trend. And if Cadburys enter into cereals, they should be careful about the
market. Cadburys should have a strong management and good strategy to overcome them.
Page 12
PRODUCTS OF CADBURY COMPANY WITH RESPECT TO
ITS MARKETING STRATEGY, WHEN THEY LAUNCHED IN
MARKET
STRATEGY” Product Timeline
SERIAL.NO YEARS PRODUCTS
1 1865 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Cocoa Essence
2 1875 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Easter Eggs
3 1897 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Milk Chocolate
4 1905 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Dairy Milk
5 1908 CADBURY
COMPANY
WITH
RESPECT To
ITS
Page 13
MARKETING
STRATEGY”
Bourneville
Chocolate
6 1915 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Milk Tray
7 1920 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Flake
8 1923 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Crème Eggs
9 1929 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Crunchie
10 1938 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Roses
Page 14
11 1948 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Fudge
12 1968 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Picnic
13 1960 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Buttons
14 1970 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Curly Wurley
15 1983 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Wispa
16 1985 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Page 15
Boost
17 1987 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Twirl
18 1992 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Timeout
19 1996 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Fuse
20 2001 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Brunch bar,
Dream &
Snowflake
21 2007 CADBURY
COMPANY
WITH
RESPECT To
ITS
MARKETING
STRATEGY”
Schweppes
Page 16
EXPANSION AND GROWTH OF CADBURY COMPANY
WITH RESPECT TO ITS MARKETING STRATEGY”
THE LEGEND CALLED CADBURY COMPANY WITH RESPECT

TO ITS MARKETING STRATEGY”
1824 – A business was opened in 1824 by a young Quaker, John CADBURY COMPANY WITH
RESPECT To ITS MARKETING STRATEGY”, in Bull Street Birmingham was to be the
foundation of CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY” Limited, now one of the world’s largest producer of chocolate.
1831 – By this year the business had changed from a grocery shop and John CADBURY
COMPANY WITH RESPECT To ITS MARKETING STRATEGY” had become a manufacturer
of drinking chocolate and cocoa. This was the start of CADBURY
COMPANY WITH RESPECT To ITS MARKETING STRATEGY” manufacturing business as it
is known today. A larger factory in Bridge Street Birmingham was rented in
1847, John CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY” was joined by his brother Birmingham and the business became CADBURY
COMPANY WITH RESPECT To ITS MARKETING STRATEGY” Brother of
Birmingham.
1861 – John CADBURY COMPANY WITH RESPECT To ITS MARKETING

STRATEGY” resigned his business and handed over to his sons, Richard, 25 and George, 21 who
after 5 difficult years almost shut down the business to take up other vocation.
Fortunately for generation of chocolate lovers, they didn’t.
1866 – Saw a turning point for the company with the introduction of a process for pressing the
cocoa butter from the coca beans. This not only enabled CADBURY COMPANY
WITH RESPECT To ITS MARKETING STRATEGY” Brothers to produce pure coca essence,
but the plentiful supply of coca butter remaining was also used to make new kind of eating
chocolate. The essence was advertised as ‘Absolutely pure, therefore best’.
1879 – Business prospered from this time and CADBURY COMPANY WITH RESPECT
To ITS MARKETING STRATEGY” Brother outgrew the Bridge Street factory, moving in
1879 to a ‘Greenfield’ site some miles from the center of Birmingham which came to call
Bourneville. The opening of the CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” factory in a garden also heralded a new era in industrial relations
and employee welfare with joint consultation being just one of the introduced by the pioneering
Page 17
STRATEGY” Brothers.
1899 – In this year the business private limited company – CADBURY COMPANY WITH
RESPECT To ITS MARKETING STRATEGY” Brothers Limited progress since the start of the
century. Chocolate has moved being a “luxury” item to well within the financial reach of everyone.
1905 – CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” has

many famous brands with one of major success story being CADBURY COMPANY WITH
RESPECT To ITS MARKETING STRATEGY”’s Dairy Milk chocolate launched in 1905, today
Britain’s favorite module chocolate bar.
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” today is

the market leader in the U.K chocolate confectionary market, employing the most advanced
processing technology and management information and control techniques. The company is the
confectionary division of CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY” Schweppes plc which is major force in the confectionary and soft drinks
international market. World - wide CADBURY COMPANY WITH
RESPECT To ITS MARKETING STRATEGY” is one of the pre – eminent names in
confectionary with impressive range of famous brands.
Quality has been the focus of the CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” business from the very beginning as generations have worked to
produce chocolate with that very special taste, smoothness and snap, so characteristics of
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”’s chocolate.
Page 18
1.5 OVER ALL TURN OVER
The confectionary industry in India is in its growth stage. This marketing Research data
from the industry shows that the industry has been making impressive growth in the Indian
economy. The confectionary industry is divided into the flowing specific industrial sectors:
Chocolate, Hard-boiled candies, Éclairs, and toffees, Chewing gums, Lollipops, Bubble gums, and
Mints and lozenges (Laura, 2008).
The total confectionary market is valued at about 41 billion Indian Rupees. It has a total
turnover of about 223500 tons of confectionary produced every year. This is a huge overall
turnover which is equal to that of established markets. Most the confectionary are consumed in the
urban areas. The urban market constitutes about 73 percent of the total market. This is a skewed
market share compared to the rural market which accounts for about 27% of the total market.
This market data shows that the rural market has not been well tapped into. With more than
50 percent of the Indians living in the rural areas, it means that there is a high potential in the rural
market (CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”, 2008).
On the product share of the market, hard boiled candy accounts for about 18% of the market,
Éclairs and Toffees has about 18% of the market share, while gums and mints and lozenges are at
par accounting for 13 percent of the market share each.
However, chocolate has recorded the highest market growth rate recording about 23
percent growth rate. This is a higher growth rate compared to other markets in the world. However,
the overall sugar confectionary segment in the Indian market has been declining with a total decline
of about 19 percent recorded in 2007 (Laura, 2008).
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” with a

number of products including Daily Milk, Perk, Gems, 5 Star, Celebration, Bytes, Dairy Milk
Éclairs, Éclairs Crunch, Mr. Pops and Halls is the leading player in the chocolate segment, Éclairs
segment, Lollipops, and the Mints Segment (CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY”, 2008).
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” is also

the leading player in the milk beverage segment which is valued at 16.1 billion Rupees. This
segment has an annual turnover of about 63,000 tones and has been growing at a rate of 10.1
percent. Here CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” is the main player with CADBURY COMPANY WITH RESPECT
To ITS MARKETING STRATEGY” Bournvitta and CADBURY COMPANY WITH RESPECT
To ITS MARKETING STRATEGY” Bournvitta 5 Star Magic
Page 19
(CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”, 2008).
CHALLENGES OF CADBURY COMPANY WITH RESPECT

STRATEGY” challenges commuters with 'Eyebrow Language'
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” is

capitalizing on the success of its global "Eyebrows" campaign with a
Canadian print and OOH campaign called "Eyebrow Language."
Targeting the younger end of the adult demographic, the campaign's creative is based on
the "Eyebrows" TV spot, in which two kids with crazy eyebrows pose for a photo.
The "Eyebrow Language" creative, made exclusively for the Canadian market, features
‘brows in different shapes that readers can translate into letters and words. Depending on the
medium, the message either offers the reader a chance to win a prize or, in the print ads, to
participate in a stunt executed at a specific time and location. On Monday, the decoded newspaper
ad invited readers, hundreds of whom showed up, to a sidewalk at College Park in Toronto, where
they were to twirl, clap and yell "chocolate" to win a prize.
Page 20
The media buy, handled by Cossette with creative by The Hive, are focused on Toronto
and Vancouver, and include daily commuter newspapers, a billboard at Yonge Dundas Square in
Toronto, transit ads in both cities and an online banner buy. Launched last week, the commuter-
paper ads are running three days a week for four weeks, changing each time, as are the OOH ads.
"We really wanted to make sure this had high impact with the consumer," Nina
Purewal, brand manager, CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” Dairy Milk, tells Misc. "This is a very engaging promotion and, as
you can see as you go through the elements, once [people] have committed to the promotion and
decoding the messages, they're really committed. It's really all about high engagement."
The campaign has also taken over the Dairy Milk website, which opens to a secret eyebrow
message and Eyebrow Language decoder overlay. The site also includes extra phrases to decode
and a ringtone of the song from the ad to download. Visitors can also watch the original
"Eyebrows" ad that first aired in Canada Sept. 14.

MARKETING STRATEGY” in the England and other
Europeans Countries.

Schweppes faced opposition to the deal in several countries. CADBURY COMPANY
WITH RESPECT To ITS MARKETING STRATEGY” Schweppes is to keep control of its soft
drink’s brands in most of Europe instead of selling them to Coca-Cola, following concerns about
delays in winning approval from European regulators. Under the original
£1.14bn deal, announced in December last year, Coca-Cola was to buy all of CADBURY
COMPANY WITH RESPECT To ITS MARKETING STRATEGY”'s drink brands except those
in the US, France and South Africa.
Page 21
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” has now
abandoned plans to sell the brands in another 20 European markets, fearful that such a move would
be blocked by competition watchdogs.
The countries where CADBURY COMPANY WITH RESPECT To ITS

MARKETING STRATEGY” Schweppes will now retain control include Belgium, Norway,
Spain, Switzerland, The Netherlands, and Germany which was reportedly ready to reject the plan
later this week.
The companies still hope to receive approval for the sale in the UK and Ireland and
98 other countries worldwide. CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” chief executive John Sunderland said both companies had
researched potential regulatory hurdles in 20 countries before announcing their plans in
December.
However, they now faced lengthy and complex regulatory resistance against the deal in
some European countries which would "probably result in unacceptable delay". The delays have
also forced the companies to revise their aim of having the entire sale completed by the middle of
this year. Instead, they now expect the deal to be finalized by July only in about half the countries
which have already given their approval or where regulatory clearance is not required.
CADBURY COMPANY WITH RESPECT TO ITS

MARKETING STRATEGY” ASIA
Its contents of two countries they are INDIA & PAKISATAN
CADBURY COMPANY WITH RESPECT TO ITS MARKETING
STRATEGY” INDIA
In India, CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY” began its operations in 1948 by importing chocolates. After 60 years of existence,
it today has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur
Page 22
(Gwalior), Bangalore and Badi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai,
Kolkata and Chennai).
The corporate office is in Mumbai Currently CADBURY COMPANY WITH

RESPECT To ITS MARKETING STRATEGY” India operates in four categories viz.
Chocolate Confectionery, Milk Food Drinks, Candy, and Gum category. In the Chocolate
Confectionery business, CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY” has maintained its undisputed leadership over the years. Some of the key brands are
STRATEGY” HYPERLINK "http://www.cadburyindia.com/brands/choco1.asp" Dairy Mil
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Page 23
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” enjoys a value
market share of over 70% - the highest CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” brand share in the world! Our flagship brand CADBURY
COMPANY WITH RESPECT To ITS MARKETING STRATEGY” Dairy
Milk is considered the "gold standard" for chocolates in India.
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”’s

Dairy Milk started in Bourneville in the UK in 1905, but the journey with true chocoholics started
in India 43 years later. CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY”’s has been the number one market leader in chocolate sales for years. CADBURY
STRATEGY”’s has claimed that it has been the source of every
Indian’s moment of happiness, joy and celebration – whether this is true, it’s doubtful. To
this day, ‘CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”
Dairy Milk’ alone has a 30% value share in the Indian chocolate market.
In the early 90’s, indulgent chocolates were only seen as a child’s heavenly dream - only
rewarded for good behavior, or perhaps even for a bribe. However, in the mid 90’s a new campaign
was released, (‘The Real Taste of Life’) re-defining the outlook from “just for kids” to the “kids
in all of us”. This new campaign brought out the forgotten child in every adult, flushing back
memories of the very first moment they tasted chocolate.
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” Dairy
Milk soon became the ideal expression of “’spontaneity’” and “’shared good feels’”.
The company was founded by Jacob Schweppes in 1783. CADBURY COMPANY

WITH RESPECT To ITS MARKETING STRATEGY” Schweppes is headquartered in
London. CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”
Schweppes is the No.1 confectionery and third largest soft drinks company in the world. We
manufacture, market, and distribute branded chocolates, confectionery and beverages that bring
smiles to millions of consumers across 180 countries CADBURY COMPANY
WITH RESPECT To ITS MARKETING STRATEGY” India began its operations as a trading
concern in 1947.
Page 24
The first taste of chocolate was defined by CADBURY COMPANY WITH RESPECT To
ITS MARKETING STRATEGY” in the Indian sub-continent. It has been more than 50 years of
calling chocolates “CADBURY COMPANY WITH RESPECT To
ITS MARKETING STRATEGY”” in India. The company today employs nearly 2000 people
across India. We work together to create brands people love. We believe wholeheartedly that the
way to create brands people love is through our people. If you desire to work with the world’s
number 1 confectionery company, we’ve got great opportunities in store for you. You will
typically start your career with us in a function in one of our many businesses. You will then be
able to choose whether to develop your career as a generalist or specialist. Whichever path you
choose, you will be encouraged to gain experience of different businesses, brands and people.
Product and Services:

Schweppes Public Limited Company operates as a beverage and confectionary company
worldwide. The company’s beverage products include carbonated water, apple juice, quinine-
based carbonated drink, carbonated soft drink, non-carbonated soft drink, and tomato-based drink
under Dr. Pepper, Schweppes, 7 Up, Snapple, Mott's, Hawaiian Punch, Clamato, and Schweppes
Tonic Water brand names. Its confectionary products comprise cocoa powder, sugar
confectionery, cough drop, chewing gum, milk chocolate bar, sugarcoated gum, and breath
freshener, which are marketed under CADBURY COMPANY
WITH RESPECT To ITS MARKETING STRATEGY”, Bassett’s,
Maynard’s, Halls, , Dentyne, CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” Dairy Milk, Chiclets, Clorets, Stimorol, Trident, Babelicious, and
Sour Patch Kids brand names. CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” .
Page 25
STRATEGY” PAKISTAN
Confectionery and Chocolate industry of Pakistan in 2009 is an analysis of branded
(domestically produced) confectionery and chocolate market of Pakistan. The article reveals close
estimates of sales turnover of major active players in the industry. It also examines contemporary
trends in the local confectionery and chocolate market, with an emphasis on providing some useful
information about the structure, norms, challenges, and competitive landscape of the industry.
Before proceeding to our core topic, it would not be unwise to have a look at the snapshot of
country’s socio-economic indicators.
Despite Pakistan’s confectionery and chocolate industry has enjoyed an emerging and
growing trend in the recent past yet its size and growth pattern has been far inconsequential
compared to other countries of Asia-pacific region. The industry has grown with an average annual
rate of 6.5 to 7.5 % during 2002-2008. Domestic brands dominate the market accounting for more
than 85% of total value sales of the industry.
The industry as a whole can be divided between two broader sectors namely organized
sector (branded segment) and un-organized sectors (generic segment). The branded segment is
more of monopolistic in nature where there are nine prominent, active players in the competitive
landscape of this sector.
The branded confectionery and chocolate market is highly price elastic and growing with
the bulk of sales concentrated in mid-price range products. Urban markets account for the major
share and also for a higher penetration rate.
The industry has faced “coin-barrier” issue in sugar confectionery products at least three
times during last three decades when all key players unanimously agreed to increase their products’
price due to escalating prices of raw materials (first from 25 paisa to 50 paisa- in mid
80’s, then 50 paisa to Rs. 1 – in mid-90’s and lastly from Rs.1 to Rs.2-in late 2008) whereby the
active players of the industry were compelled to raise their prices not less than anything but 100%
Page 26
because next jump to coin / price denomination was such that they had no way out. It would be
interesting for the readers to learn that such moves however have always been proved to be a
“bitter pill” for the industry as it brought immense resistance from consumers and trade. In some
of the cases decline in sales as a reaction of price increase was so huge that it forced to leading
brands to take their decision back yet they were not able to retrieve their original volumes again.
Mitchell’s Milk Toffees and Kidco 4ever are classic examples. To avoid and defer this situation
(up to last extend) pro-active companies in Pakistani confectionery industry adopt three kinds of
strategies, without reducing or with slightly reducing trade margins. Namely reduce the no. of units
per pack, unit size, and packaging (in an endeavor to reduce cost) Compromising in product quality
by reducing qty and/or quality of expensive raw material by using close substitute that is available
relatively at cheaper price as a replacement of expensive raw materials.
Distribution and Selling strategy:

About (70-80) % sugar confectionery and chocolate sales generate through wholesale
channel depending upon the nature of product and strategies of manufacturing companies. Almost
all but precisely Hilla and B.P rely much on wholesale channel to generate bulk chunk of their
total sales. To support their sales through this channel they advertise heavily on electronic media
to create brand pull for their brands and subsequently it forces retailers to buy these brands from
whole sale. The underlying reason behind limited coverage in retail sector by these two companies
is they do not have premium priced items that could yield sufficient revenues to make retail
distribution viable for their distribution partners so they do a limited coverage in retail sector. Since
these companies themselves do not emphasize on retail penetration so their distributors also take
an escape route and adopt the way of easy selling through WS. However there are companies like
CADBURY
COMPANY WITH RESPECT To ITS MARKETING STRATEGY”, Candyland,
Mitchell’s and Mayfair that are fully aware of the importance of retail penetration. Hence these
companies pay due importance and attention to retail coverage and subsequently allocate resources
for retail sector. As stated earlier the emphasis of Hilla and B.P has always been on building
consumer pull through mass media advertising (mostly through television) and pushing their
brands through wide-spread network of distributors and wholesalers throughout the nation.
This combination of “Push & Pull “has proved to be a successful tool in their cases because
the nature of their brands also support this strategy as they produce products of mass market with
as low price as Rs.1 , 2 and beyond. Because of this pricing strategy their products are equally
popular in rural and urban towns among middle and lower middle class. B.P and Hilla having this
Page 27
advantage enjoy the benefits of a wide-spread distribution network in 300+ towns and over 350
distributors nationwide (as they have more than one distributors in some towns). They always try
to adopt cost leadership strategy and generate revenues through high volumes of sales. Frequent
launches, re-launches, re-introduction of old brands with slight modifications, withdrawals,
adjustments in packaging, product designing and even recipe change are a common phenomenon
in the brands of these two major companies.
Contrary to this CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY”’s, Candyland and Mitchell is believe on establishing brands and brand equity and
therefore protraction of quality up to last possible extend remains their top priority.
Until mid-80’s chocolates was supposed to be the product of upper and upper middle-class
segment. In 1983 Mitchell’s Jubilee was launched first time in Pakistani market at Rs.3.50 per bar.
Due to its attractive packaging, quality, affordable price, and an intact media support the brand
received un-matched reception and became a success story in Pakistani industry. The brand is still
very popular among masses and available in three different price points at Rs.2,
Rs.5 and Rs.10. In early 2000 CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY”’s introduced quality products with affordable price. The launch of Dairy Milk
(Rs.5/-), 5 Star (Rs.5/-), Velvet (Rs.5/-) and Perk (Rs.3) with attractive dispensing-chillers was the
turning and revolutionary point for making chocolates the choice for everyone. The role of
MARKETING STRATEGY”’s for expansion of chocolate market in Pakistan will always be
written in golden words.

challenges consumers to guess mystery Dairy Milk flavors
Business news, Cocoa & chocolate, Ingredients, New products,
An innovative move from CADBURY COMPANY WITH RESPECT To ITS MARKETING

STRATEGY” in the UK will see the brand launching a nationwide competition in stores this
summer, challenging consumers to guess the identity of two new Dairy Milk mystery bars,
reports Neill Barnston.
As Confectionery Production has previously reported, the business has previously enjoyed
notable success with campaigns surrounding development of new chocolate flavors, with its
latest initiative continuing in The brand, which has been a consistent flagship for the company’s
parent business, Mondelez International, is inviting shoppers to become flavor detectives for the
chance to win an incredible mystery prize worth £5,000. CADBURY
Page 28
COMPANY WITH RESPECT To ITS MARKETING STRATEGY” Mystery Bars are set to put
the nation’s tastebuds to a tantalizing test, combining the the nation’s favorite
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” Dairy Milk
chocolate1 with two mystery-flavored fillings. CADBURY COMPANY WITH RESPECT
To ITS MARKETING STRATEGY” Mystery Bars 01 and 02 will be available in 43g single bars
and 170g tablets.
Consequently, the venture will engage consumers in solving a delicious mystery and give them the
opportunity to enter the competition online: www.mysterybars.CADBURY
COMPANY WITH RESPECT To ITS MARKETING STRATEGY” co.uk (which can also
be accessed via a QR code on-pack). The promotion is being supported by a significant consumer
campaign including in-store support, digital, out of home, social media, audio, and
PR. CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”
Mystery Bars is the latest in a stream of highly impactful consumer activations from the nation’s
favorite chocolate brand.
Pippa Rodgers, Brand Manager CADBURY COMPANY WITH RESPECT To ITS

MARKETING STRATEGY” Dairy Milk at Mondelēz International, said: “We are incredibly
excited to launch this brand-new competition from CADBURY COMPANY WITH
RESPECT To ITS MARKETING STRATEGY” Dairy Milk and challenge the nation to solve the
flavors of CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY” Mystery Bars. We can’t wait to see the public’s reactions and creative guesses as
friends and family come together to solve the mystery flavors!”
“All I can tell you for now,” Rodgers continues, “is that the two new bars are the nation’s
favourite CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”
Dairy Milk but with a delicious mystery flavour filling for your shoppers to try and solve. All will
not be revealed…yet!”
The two new CADBURY COMPANY WITH RESPECT To ITS MARKETING
Page 29
STRATEGY” Mystery Bars flavours will be hitting shelves from mid-July in single and tablet
formats and will be available until October. Retailers can visit www.deliciousdisplay.co.uk for
more merchandising advice and information on further boosting the chocolate category in their
store.
Significantly, the brand added that the mystery products, based around Dairy Milk, will be
available from Mid July, and will be in single bar 43g; and Tablet 170g format sizes.
Challenges:
The most common challenges to this industry are soaring prices of raw material, high
excise and import duties on raw material, high entry barrier because of strong monopolistic
competition and influx of cheap imported brand through gray-Channels.

MARKETING
STRATEGY” Advertising Timeline their products:-
PRODUCTS OF CADBURY COMPANY WITH
Past product of CADBURY COMPANY WITH RESPECT To ITS
1) Amazin’ Raisin:-
Milk and plain chocolate covered nougatine and caramel bar with raisins1971-1978 were
the glory days of the Amazin’ Raisin bar. Who can forget the cockney knees-up of a TV jingle:
‘It’s amazin’ what raisins can do/Full of goodness and it’s all for you/It’s got two kinds of
chocolate and caramel too/And it’s got raisins and they’re good for you’. Try mentioning it to
raisin fans of a certain age and see them come over all wistful.
Page 30
2) Aztec:-
Milk and chocolate nougatine and caramel – a feast of a bar. Hugely popular when it hit
the shops in 1967, Aztec made a big impact, with displays including a life-size cardboard Aztec
warrior in 100,000 shops, and a lavish TV ad filmed at a real Aztec temple in Mexico. Alas, like
its namesake, this mighty bar was conquered in the early 70s, making just a brief reappearance in
2000 – will its like ever be seen again?
3) Boost Coconut& Boost Peanut:-
Milk chocolate covered bar with a toasted coconut and caramel centre.
(19851994).Caramel and peanut bar covered in milk chocolate. (1989-1994) Launched in 1985,
the mighty Boost evolved over time with various versions on sale including Coconut Boost and
Peanut Boost. 2003 even saw a Boost featuring the caffeine-rich Guarana berry appearing on the
shelves, as well as a Boost Glucose for extra energy. Vic Reeves and Bob
Mortimer’s muchloved Lone Ranger ad (complete with surreal strap line ‘it’s slightly rippled with
a flat underside’) was a classic of its time. Five Boys Milk Chocolate.
4) Milk chocolate bar:-
Launched in 1902 it was once the most famous chocolate bar in the world, with its five pictures
of a five-year-old lad called Lindsay Poulton showing emotions from Desperation
(no chocolate), to Realization (finding out he’s got Fry’s Chocolate). Apparently at the photo
session, Lindsay wasn’t looking miserable enough for the first photo, so his father (the
photographer) tied a cloth soaked in nasty smelling ammonia round his neck to achieve the
‘Desperation’ face! The bar was retired in 1976.
5) Fry’s Five Centers
Five assorted fruit flavored crèmes. If you’ve tried Fry’s Chocolate Crème, imagine a bar
like that but with five different flavored fillings: raspberry, lime, vanilla, coffee and orange. You’re
imaging Fry’s Five Centers, which launched in 1934 but went to the great conveyor belt in the sky
in 1992.
Fuse Raisins, peanuts, crispy cereal and fudge pieces fused in delicious CADBURY
COMPANY WITH RESPECT To ITS MARKETING STRATEGY” milk chocolate.
Fuse exploded into the UK marketplace on ‘Tuesday’ 24th September 1996. It was a
chocolate bar with a difference – instead of having a chocolate coating on the outside; the yummy
ingredients were suspended right the way through it. 40 million bars were sold in the first week,
and within eight weeks it was the UK’s favorite’s confectionery. Alas, ten years later and Fuse
fizzled off the shelves, but it’s fondly remembered to this day.
Page 31
6) Inspirations:-
Textured fruit flavored centers covered in milk, white and dark chocolate. Inspirations
launched in 1989, in a carton with sliding drawers. Initially highly successful, it was retired in
1998.
7) Lucky Numbers:-
In 1958 CADBURY COMPANY WITH RESPECT To ITS MARKETING

STRATEGY” 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. 8) Milk Tray Bar:-
Eight Milk Tray Chocolates, in a bar. Imagine a box of Milk Tray Chocolates. Now imagine
picking eight of the most popular chocolates – keeping their distinctive shapes – and putting
them in a bar! The Milk Tray Bar had a cult following back in the 1970s and people still
reminisce
about it to this day. It was originally launched in 1947 and was a favorite through to 1981.
9) Skippy:-
Milk chocolate with caramel and wafer centre launched in 1960.
‘It’s got a crunch in the biscuit and a munch in the middle’. A classic 1960s TV ad for Skippy
shows a Swinging London couple getting off their scooter and going into a trendy coffee bar to
pick up their Skippy.
Page 32
TODAYS PRODUCTS OF CADBURY COMPANY WITH
1) CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” Celebration
Cake with Buttons:-
Make your celebrations really special with a delicious chocolates treat. From the indulgent
Flake Celebration Cake to the CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” Buttons Party Cake. CADBURY COMPANY WITH
RESPECT To ITS MARKETING STRATEGY”'s ranges of Party Cakes are perfect for any special
occasion.
2) CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” Hot Choc

Chunks:-

Dairy Milk unveils a yummy invention which heralds a new dawn for hot chocolate lovers: Hot
Choc Chunks!. The chunks of real chocolate melt into milk to make a smooth delicious creamy
treat! CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY” Hot Choc Chunks is now Fair-trade certified.
3) CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” Clusters:-

Clusters are tasty treats of crunchy flakes and juicy raisins tumbled in scrumptious
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” milk chocolate.
They're wonderfully odd look odd, taste wonderful! Whether you fancy a daytime nibble to cheer
you up, a little bit of evening indulgence or a bag to share with friends –CADBURY COMPANY
WITH RESPECT To ITS MARKETING STRATEGY”
Clusters are ideal! Launched in 2009, they're now available across the UK.
4) CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” Picnic:-
Crispy wafer and chewy caramel covered in peanuts, raisins and CADBURY
COMPANY WITH RESPECT To ITS MARKETING STRATEGY” milk chocolate.
Picnic's been going since 1958 and you'll still find its nobly goodness in a shop near you. Probably
one of the most memorable campaigns for the brand was one which featured a camel called Calvin
which was singing a song about the 'chew' of the bar. In Australia it's marketed as being
'deliciously ugly'! How rude!
5) Dairy milk:-
The story of CADBURY COMPANY WITH RESPECT To ITS MARKETING

STRATEGY” Dairy Milk started way back in 1905 at Bourneville, U.K., but the journey with
chocolate lovers in India began in 1948.The pure taste of CADBURY COMPANY
Page 33
WITH RESPECT To ITS MARKETING STRATEGY” Dairy Milk is the taste most Indians crave
for when they think of CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY” Dairy Milk. The variants Fruit & Nut, Crackle and Roast Almond, combine the
classic taste of CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” Dairy Milk with a variety of ingredients and are very popular
amongst teens & adults. Recently, CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” Dairy Milk Desserts was launched, specifically to cater to the urge
for 'something sweet' after meals.
Dairy Milk has exciting products on offer - CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” Dairy Milk Wowie, chocolate with Disney characters embossed in
it, and CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY” 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
COMPANY WITH RESPECT To ITS MARKETING STRATEGY”.
6) Gems:-
Launched in 1968, CADBURY COMPANY WITH RESPECT To ITS

MARKETING STRATEGY” 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, colorful buttons and multiplicity. The taste and fun associated with
eating CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” Gems and the joy of sharing it with friends has also made the brand
a source of nostalgia for older consumers. Simply put, eating Gems brings happiness, fun and
mischief to a kid's world. Which is why, CADBURY COMPANY WITH
RESPECT To ITS MARKETING STRATEGY” Gems has always had Fun and Masti as the
proposition in all its communication. Gems, available in a Pouch and a Carton, are also available
in a Re. 1 pouch.
A gem 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.
7) BOURNIVITA:-
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” was

incorporated in India on July 19th, 1948 as a private limited company under the name of
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”-Fry (India).
Page 34
Bournvita was launched during the same year. It is among the oldest brands in0 the Malt Based
Food / Malt Food category with a rich heritage and has always been known to provide the best
nutrition to aid growth and all round development.
Throughout its history, CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” Bournvita has continuously re-invented itself in terms of product,
packaging, promotion & distribution. The CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” lineage and rich brand heritage has helped the brand maintain its
leadership position and image over the last 50 years.
8) CADBURY COMPANY WITH RESPECT TO ITS MARKETING STRATEGY”
ECLAIRS:-
Éclairs was first discovered by a local confectionery firm in London,

England in the 1960s. The firm then became part of CADBURY COMPANY WITH
RESPECT To ITS MARKETING STRATEGY” in 1971making CADBURY COMPANY
WITH RESPECT To ITS MARKETING STRATEGY” Éclairs the second largest brand in the
company. The experience of eating a CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” Dairy Milk Éclair is truly unique because of its creamy caramel
exterior and rich CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY” Dairy Milk chocolate at the center. In 2006 CADBURY COMPANY WITH
RESPECT To ITS MARKETING STRATEGY” Dairy Milk Éclairs launched crunchy Éclairs
with a hard caramel outside and delicious CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” Dairy Milk chocolate inside called CADBURY COMPANY WITH
RESPECT To ITS MARKETING STRATEGY” Dairy Milk Éclairs Crunch.

STRATEGY” TOMMORROW

STRATEGY” new product department may not be staffed by mysterious elves or people who wave
magic wands but it’s every bit as magical.
We employ the very best new product people in the business and they spend all their
working hours inventing, experimenting and playing with chocolate, and coming up with all sorts
of weird and wonderful ideas. A great many of these ideas will never go further than someone’s
desk; but the most delicious will end up on the shelves of your local shop.
Our new product teams come from many different backgrounds. Some of them are master
chocolates, some come from a professional catering background, and others are scientists. But
they’ve all got something in common; a love and understanding of chocolate that borders on
obsession.
Page 35
MARKETING STRATEGIES
Meaning:-
• The marketing strategy is the means of achieving the corporate objectives.
• It gives messages to the stakeholders, or publics. It says:
"This is where we are going", and
"When we will get there", and "This is our stance".
Types of Marketing Strategy:-

• One of the most fundamental issues which a company must decide on is the type of marketing
strategy, or approach, that they will adopt.
• There are three basic marketing strategies which any company can follow:
Undifferentiated marketing
Differentiated marketing Concentrated marketing.
Undifferentiated Marketing:
• Here there is a standard, unchanged product and a standard, unchanged marketing effort.
• This strategy can reduce costs (e.g. marketing, production) but will encounter wastage in
promotional activity and possibly in distribution.
Page 36
Differentiated Marketing
• Here the company segments its markets and offers modified products to different segments.
• The marketing mix elements will also be modified to suit the requirements of the chosen segments.
Concentrated Marketing
• Here the total marketing effort is aimed at one market segment.

• This strategy is really aimed at the exploitation of a limited market area and tends to be used by
those companies who have highly specialised products. It is "niche marketing" by another name.
It is common for organisations with a diverse product range to use a combination of all three
strategies for different parts of their product mix
Marketing Strategies of CADBURY COMPANY WITH

RESPECT To ITS MARKETING STRATEGY”s
In order to increase sales CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY”s needs to undertake range of marketing activities before deciding
upon the best way to encourage the purchase of its product. When identifying the basic principals
which CADBURY COMPANY WITH RESPECT To ITS MARKETING where a product is
advertised through consumer media such as television.

STRATEGY” INDIA TARGETS THE ADULT SEGMENT WITH
STRATEGY”S DAIRY MILK:-
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” India uses

emotional appeals in advertising. The advertisements focused on the relationship between the
parents and their children, where parents expressed their love by gifting the child a Dairy Milk.
Page 37
STRATEGY” INDIA WANTS TO GET IN ROOT OF OUR
TRADITION :- Future Strategy
In the branded impulse market, the share of chocolate in 6.6% and CADBURY COMPANY
WITH RESPECT To ITS MARKETING STRATEGY”’s share in the impulse segment is
4.8% factor like changing attitude, higher disposable income, a large youth population, and low
penetration of chocolate (22% of urban population) point towards a big opportunity of increasing
the share of chocolate in the branded impulse among the costly alternative in the branded impulse
market.
It appears that company is likely to play the value game to expand the market encouraged by the
recent success of its low priced ‘value for many packs’.
Various measures are undertaken in all areas of operation to create value for the future. New
channel of marketing such as gifting and child connectivity and low end value for money product
for expanding the consumer base have been identified.
In terms of manufacturing management focus is on optimizing manufacturing efficiencies and
creating a world class manufacturing location for CDM (CADBURY COMPANY
WITH RESPECT To ITS MARKETING STRATEGY” Dairy Milk) and Éclairs. The company is
today the second best manufacturing location of CADBURY COMPANY WITH RESPECT To
ITS MARKETING STRATEGY”’s Schweppes in the world.
Efficient sourcing of key raw material i.e. coca through forward purchase of imports, higher local
consumption by entering long term contract with farmer and undertaking efforts in expanding local
coca area development. The initiatives in the terms of development a long term domestic coca a
sourcing base would field maximum gains when commodity prices start moving up.
• Use of it to improve logistic and distribution competitiveness.

• Utilizing mass media to create and maintain brands.
• Expand the consumer base. The company has added 8 million new consumer in the current year
and how has consumer base of 60 million although the growth in absolute numbers is lower than
targeted, the company has been able to increase the width of its consumer base through launch of
low priced products.
• Improving distribution quality by addressing issues of product stability by installation of visit
coolers at several outlets. This would be really effective in maintaining consumption in summer,
when sales usually dip due to the fact that the heat effects product quality and thereby consumption.
• The above are some steps being taken internally to improve future operation and profitability. At
the same time the management is also aware of external changes taking place in the competitive
Page 38
environment and is taking steps to remain competitive in the future environment of free imports,
lower barrier to trade and the advent of all global players in to the country. The management is not
unduly concerned about the huge deluge of imported chocolate brands in the market place.
It is of the view that size of this imported premium market is small to threaten its own volumes or
sales in fact, the company looks at the tree important as an opportunity, where it could optimally
use the global CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”
Schweppes portfolio. The company would be able to not only provide greater variety, but it would
also be more cost effective to test market new product as well as improve speed of response to
change in consumer preference through imports. The only concerns that the company has in this
regard is the current high level of duties, which limit the opportunity to launch value for money
products.
Page 39
SWOTS ANALAYSIS OF CADBURY COMPANY WITH
RESPECT
1) Strengths:-
• The company has an already large established business in the Indian market. Since1824, the
company has established itself as a world leader in the confectionary market. It has operated in
India since 1948. In India it has about 70% of the confectionary market. In line with its vision, the
company has been striving to Bethe world leader in the confectionary industry. Through
innovation and strategic marketing, the company has acquired about 10% of the world
confectionary market (Laura, 2008).
• The company has good market reputation. With strong brands in the market, the company
is well positioned in the market. In the Indian market CADBURY COMPANY
WITH RESPECT To ITS MARKETING STRATEGY”s has strived to build a good market
reputation. This has worked positively for its products. It is on this good reputation that the market
can embark on introducing the new brand in the market. CADBURY COMPANY WITH
RESPECT To ITS MARKETING STRATEGY” India was ranked the 5th most respected Indian
company by Business world magazine in 2007 (Laura, 2008).
• The target market is also quite large. With the female population marketing more than 56
percent of the Indian population, there is a wide target market for the product. The Indian chocolate
market has been recording growth in the recent past and there are future prospects of growth.
Therefore the target market is slowly expanding (CADBURY COMPANY WITH RESPECT To
ITS MARKETING STRATEGY”, 2008).
Page 40
2) Weakness:-
• The target population is quiet large and there are fears the demand for the product may outdo
the capacity of the company to satisfy the demands of the market. It is still not clearly established
the rate of growth of the product in the market but there are expectation that the product will record
a high growth rate. This means that the company will need to increase its production capacity in
order to match the rate of growth of the market (Laura, 2008).
• The company has not been able to establish a distribution network in the country that
matches the demands of the market. In this case the company has not established a distribution
network to the interior due to infrastructural development issues (CADBURY
COMPANY WITH RESPECT To ITS MARKETING STRATEGY”, 2008).
• Banking on the success of the other brands in the market may have negative effects on the
introduction of the new brand in the market since the products will be targeting different
3) Opportunities:-
• There company is introducing the brand in a less competitive market. This is
uniqueopportunity for the company. A more competitive market becomes difficult to introduce a
new brand because there are already other companies’ which are likely to bring in competition
(CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”, 2008).
• The company can introduce the product in the market in unique way. With the growing
importance of beauty shows, the company can host beauty competition in order to help the target
market identify with the product. This will introduce the product in the market in unique way. The
company can also host other events like sports or engage in corporate social responsibility
activities like girl child education to help the target market identify with the product more (Laura,
2008).
• The company can use a wide range of marketing strategies which will lead to the overall
growth of the product in the market. The Indian advertising market has been growing at a rapid
rate which means there will be an array of opportunities for the growth of the market. There are
many advertising strategies for the company in the Indian market (CADBURY COMPANY WITH
RESPECT To ITS MARKETING STRATEGY”, 2008).
Page 41
4) Threats
• There is threat of entry of other products in the market. In this case there are threats of entry
of new products in the market which will increase the level of competition in the market. There
are other companies which are likely to introduce the same products in the market once there is
success of the initial product (CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY”, 2008).
• There is a threat of change of the current external environment which is likely to alter the
nature of the market. For example change in the taxing regime, Government laws regulating the
industry, and other factors which are likely to impact negatively on the industry (CADBURY
STRATEGY”, 2008).
Page 42
5 P’S Of CADBURY COMPANY WITH RESPECT To ITS
1 - PRODUCT
The average company will compete for customer by conforming to his expectation
consistently. But the winner will surpass them by constantly exceeding his expectation,
delivering to his door step additional benefits which he would never have imagined.
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”’s offer such
product. The wide variety products offered by the company include:
I. Chocolate & Confectionary
• Break
• Perk
• Gems
• Éclairs
• Nutties
• Temptation
• Milk Treat
– Pricing
Make no mistake. Second P of marketing is not another name for blindly lowering prices and
relying on this strategy alone to increase sales dramatically. The strategy used by CADBURY
COMPANY WITH
RESPECT To ITS MARKETING STRATEGY”’s is for matching the value that customer pays to
buy the product with the expectation they have about what the production is worth to them.
Page 43
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”’s has launched
various products which cater to all customer segments. So every customer segment has different
price expectation from the product. Therefore maximizing the returns involves identifying right
price level for each segment, and then progressively moving through them.
Dairy Milk Rs. 15
Perk Rs. 10
5 Star Rs. 10
Fruit and Nut Rs. 22
Gems Rs. 10
Break Rs. 5
Nutties Rs. 18
Bournvita (500 gm) Rs. 104 Drinking chocolate Rs. 50.
- Physical Distribution – “Place”

Distribution Equity: It takes much more time and effort to build, but once built, distribution
equity is hard to erode. The fundamental axiom of Indian consumer market is this: You can set
up a state-of – the-art manufacturing facility, hire the hottest strategies on the block, swamp
prime television with best Ads, but the end of it all, you should know how to sell your products.
- Promotion
Effective advertising is rarely hectoring or loudly explicit…. It often both attracts and generates
arm feelings. More often than not, a successful campaign has a stronger element of the unexpected
a quality that good advertising shares with much worthwhile literature.
To penetrate into the inner recesses of customer memory, communication must first ensure
exposure, grab his attention evoke his comprehension, grab his acceptance and then extract
retention competing with thousands of other units of communication trying to do the same.
Finding showed that the adults felt too conscious to be seen consuming a product actually meant
for children. The strategic response addresses the emotional appeal of the band to the child within
the adult.
Naturally, that produced just the value vacuum that CADBURY COMPANY WITH RESPECT
To ITS MARKETING STRATEGY” was looking to fill. Thereafter it was the job of the
advertising to communicate customer the wonderful feeling that he could experience by re-
discoursing the careful, unselfish conscious, pleasure – seeking child within him – and graft these
feeling onto the Ad campaign like “Khane Walon Ko Khane Ka Bahana Chahiye” for CMD and
“Thodi Si Pet Pooja – Kabhi Bhi Kahin Bhi” for Perk have been sure shot winner with the
audience.
Page 44
Whirl with the new launched temptations with the slogan “Too To Share” the communication
resolves around the reluctance of a person who’s got their hand on a bar of temptation to let anyone
else to have a bite. As well as outdoor and radio ads, ad agency contract has created communication
for cinemas and even ATM machines for the brand.
All ICICI’s ATM a message flashes on the screen as soon as customer inserts his ATM card. It
tells the customer that this would be good time to get out of his temptation since he/she is bound
to be alone. Something familiar is planned for phone-book as well. In cinemas, CADBURY
COMPANY WITH
RESPECT To ITS MARKETING STRATEGY” has a message on-screen just before the lights are
dimmed to give them a chance to get their temptations. There will also be after dinner sampling in
restaurants – to begin with, 30 catteries in Mumbai have been selected.
The next round of activity will include the wafer-chocolate Perk and the Picnic bar, which has
faced problems with its taste, because of the peanut it contains. Milk treat has also been launched
in a module bar form, just in time of Diwali gifting market. Éclairs has got potential for much wide
distribution, in a small sweets that airlines, hostels, and up market retail outlet offer to guest and
customers.
Ad spend in 2000 was about 14% of sales and the management said that plans to maintain as spend
at this level in the current year also.
Ad since any discussion today would be incomplete without mention ‘e’ word, the management
plans to tap this new channel of marketing. Beside three company website (i.e.www.CADBURY
COMPANY WITH RESPECT To ITS MARKETING STRATEGY”india.com,
wwww.bourvita.com, www.CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY”gift.com) that the company has launched, it had also entered into various marketing
relationship with other portals, specially targeted during festivals and events such as Valentines
Day, etc….
It’s a combination of stiffing up its key brand, researching and improving the newer products that
haven’t taken off, supported with high ad – spends that CADBURY COMPANY WITH RESPECT
To ITS MARKETING STRATEGY” hopes will see it emerges stronger after the current
slowdown, as well as expand the market.
5 – Positioning
In the 1970s consumers were ready to pay “more for more”, and luxury goods flourished. In the
1980s, consumers began to demand “more for same”, and the discounting era grew strong.
Today’s consumer demanding “more for less”, and the winner will be that super value
marketers…. Some of today’s most successful companies recognize those customers are
more educated and able to recognize true customer value…
Page 45
Positioning is simply concentrating on an idea – or – even a word defines that company in the
mind of the consumer. It is more efficient to market one successful concept to one large group of
people than 50 product or service ideas to 50 separate group… repositioning is a must when
customer attitude have changed and product have strayed away from the
consumer’s long standing perception of
them… CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY”’s is an anchor in sea of confectionary products. As a variety of competitive claims
assails her senses, today customer uses complicated decision making process to assess the
alternative before making a purchase. Since
CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”’s is more
clearly associated with a particular set of attributes in terms of benefits and prices, the quicker
becomes her search process.
Positioning of individual product:

• CMD: is and always remain flagship brand. The punch by the company for advertising this product
life. ‘Real taste of Life’, itself defines the positioning of the product. The chocolate is meant for
all age groups. It symbolizes fun, enjoyment, good items. It has goodness of milk, taste and appetite
appeal.
• 5 star: although positioned internationally as an energy bar, 5 stars were positioned on an emotional
platform in India during the late 1980s. Symbolizing togetherness, 5 stars was originally targeted
at teenagers. In June 1994, the company reworked the strategy for 5 stars to make it a source of
energy.
In fact, before the launch of Perk, 5 star’s energy bar positioning made it a snacking chocolate.
• Éclairs: competing in the chewable toffees segment. Éclairs was re-launched during the mid-
nineties with a new name, Dairy Milk Éclairs. 4) Gems: broadcasting Gems, though, didn’t prove
to be feasible proposition for CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY”.
Targeted at children less than 12 years with ‘Gems Bond’ advertising. CADBURY COMPANY
WITH
RESPECT To ITS MARKETING STRATEGY” decided to sell it to teenagers with the ‘Smart
Very Smart’ campaign. But now, the company is retargeting children with its animated
commercial. “Gems are the best brand to speak to children. Colorful chocolate buttons appeal most
to children and that is why CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY” is retargeting children.”
• Crackle: it was the first CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY”’s chocolate to have crunch in it. It was targeted as a funky chocolate to add spark
to life.
• Perk: in September, 1995, CADBURY COMPANY WITH RESPECT To ITS MARKETING

STRATEGY” preempted the launch of Nestlé’s Kit-Kat by rushing a new brand, Perk into the
market. Positioned much further on the functional scale of 5 stars, Perk was meant to be light
snack-product for subduing the first pangs of hunger.
Page 46
CHP.2 - RESEARCH METHODOLOGY
2.1 OBJECTIVES OF THE STUDY

To develop differentiated product while exploiting a smart variety to achieve their profitable
growth
In confectionery and beverages
To further take advantages technology in order to increase growth quality and productivity
2.2 SCOPE OF THE STUDY

I have taken a survey in the age group 18- above 50. The survey was conducted in Kandivali
to Goregaon.
2.3 LIMITATION OF STUDY

Some of the respondents of the survey were unwilling to share information.
➢ The information given by the respondents may might be baised because some of them
might not be interested in providing correct information.
➢ The research study was time bound and due to this only few aspects of the problems
were taken up for study.
2.4 SAMPLE SIZE

Sample size measures the number of individual samples measured or
observations used in a survey. This research consist of the 51 sample size.
2.5 DATA COLLECTION

Information is collected by distributing structured questionnaire to 51 people.
Questionnaire containing 15 questions was framed with utmost care to fulfil the
objectives of the study.
These people are from different age group and different objectives. (a copy of
questionnaire is given in the last as ANNEXURE
Page 47
CHAPTER 3
REVIEW OF LITERATURE
Cadbury is a British multinational confectionery company founded in 1824, now owned by
Mondelēz International. The company has a rich history and is widely recognized for its high-
quality chocolates and wide range of confectionery products. Cadbury is one of the top five
confectionery brands in the world, with a strong market presence across the globe.
Marketing Strategy:
The marketing strategy of Cadbury revolves around its iconic brand image and innovative
product development. The company uses a combination of marketing tactics to attract and retain
customers. Some of the key elements of Cadbury's marketing strategy include:
1. Branding: Cadbury's brand is one of the company's greatest strengths. The brand is known for its
highquality chocolate and unique nraduat danian Tha hrand has a high
[05/04, 16:19] Durai: 1. Branding: Cadbury's brand is one of the company's greatest strengths.
The brand is known for its high-quality chocolate and unique product design. The brand has a
high level of brand recognition across the world.
2. Product Innovation: Cadbury is constantly introducing new products to its portfolio. The company
has a very strong research and development team that is always working on new product ideas and
innovations.
3. Advertising: Cadbury uses advertising as one of its key marketing tools. The company's
advertising campaigns are creative and often centered around their tagline "The Joy of Cadbury."
Cadbury is particularly known for its eye-catching and engaging TV ads.
4. Digital Marketing: Cadbury uses digital marketing to engage with its customers. The company has
1. Brand Marketing: Cadbury's brand marketing efforts have been widely recognized as
successful. The company's strong brand image has enabled it to establish itself as a leader in the
confectionery industry.
2. Emotional Advertising: Cadbury's advertising campaigns have been praised for their
emotional appeal, humor, and relatability. The company's ads are often centered around themes
of joy, happiness, and togetherness.
Page 48
3. Social Media Marketing: Cadbury has been successful in using social media to engage
with its target audience. The company's social media campaigns have been praised for their
creativity, interactivity, and customer engagement.
4.a Product Innovation: Cadbury's product innovation efforts have been recognized as a key
factor in its success. The company's ability to intraduna now and innovativa. Digital Marketing:
Cadbury uses digital marketing to engage with its customers. The company has a strong presence
on social media platforms such as Facebook, Twitter, and Instagram. Cadbury also uses online
advertising, email marketing, and viral marketing campaigns to reach out to its target audience.
5. Sales Promotion: Cadbury uses sales promotion techniques such as discount offers, free
samples, and loyalty programs to incentivize customers to purchase their products.
Literature Review:
Several studies have explored Cadbury's marketing strategy, with most studies focusing on the
company's branding and advertising efforts. Some of the key findings from the literature review
include media to engage with its target audience. The company's social media campaigns have
been praised for their creativity, interactivity, and customer engagement.
6. Product Innovation: Cadbury's product innovation efforts have been recognized as a key
factor in its success. The company's ability to introduce new and innovative products has enabled
it to stay ahead of its competition.
Chapter 4:
DATA ANALYSIS, INTERPREATATION AND PRESENTATION ABSTRACT:
The above questionaries are taken for the survey of topic.project on financial Analysis of CADBURY
COMPANY WITH RESPECT TO ITS MARKETING STRATEGY.
Page 49
CHAPTER 4. DATA ANALYSIS, INTERPRETATION & PRESENTATION
ABSTRACT: The above questionaries are taken for the survey of topic. Project on Financial
Analysis of CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY
1.Gender
51responses
Gender No of
respondents percentage
Male 15 29.4%
Female 36 70.6%
Prefer not 0 0%
say
Total 51 100%
Analysis and interpretation
Among the total respondent’s male are 15 people (29.4%) female36 people (70.6%) and i respondent
(0%) does want to answer the question. from the above study we conclude that female respondents are
higher than male as they are the Ba ckbone of home because they plan what they want to fulfil their
basic requirement
Page 50
2.Age
51response
Age No of percentage
Respondents
18-25 40 78.4%
25-30 5 9.8%
30-45 5 9.8%
45-50 1 2%
Total 51 100%
In the age group of 18–25 there are 78.4% respondents 40 respondents, 5 respondents respondents
belong to 25-30 age group, 5 respondents 9.8% respondents belong to 45-50 age group and 1
respondent 2% respondents belong to other age group which is not mentioned above. From the above
study we conclude that the age group of 18–25 years has the highest respondents as shown in above
pie chart.
Page 51
3.Occupation
51responses
Occupation NO of percentage
respondents
Under 25 49%
Graduate
Graduate 17 33.3%
Post- 9 17.6%
Graduate
Total 51 100%
Analysis & interpretation:

Out of the total respondents, 51 respondents (49%) are Under Graduate i.e. students, 17
respondents (33.3%) are Graduate which means they have studied their basic studies,
respondents (17.6%) are Postgraduate which means they are engaged in their higher studies,
respondents have selected others which are not mentioned in the above options. The maximum
respondents are Under Graduate students which covers more than half of the total responses.
Page 52
4.income
income No of percentage
respondents
2.5lakhs 39 76.9%
5lakhs 9 17.9%
7lakhs 3 5.1%
Total 51 100%
Analysis and Interpretation:

• 76.9% respondents annual income is less than 2.5 lakhs.
• 17.9% respondents annual income is between 2.5lakhs to 5 lakhs.
• 5.1% respondents annual income is between 7 lakhs and Above
Page 53
5. Do you like to eat Cadbury chocolate
Do you like to No of percentage

eat Cadbury respondents
chocolate
yes 44 86.3%
No 7 13.7%
Total 51 100%

• 86.3% respondents are like to eat Cadbury chocolate.
• 13.7 % respondents are not like to eat Cadbury chocolate .
Page 54
6.When you think of Cadbury which chocolate comes to your mind
Which chocolate No of percentag

comes responden e
to your ts
mind
Dairy 31 62%
milk
Silk 11 22%
5Star 4 8%
Munch 4 8%
Total 51 100%

62% of people think first about dairy milk chocolate.
22% of people think first about silk chocolate.
8% of people think first about 5star chocolate.
8% of people think first about munch chocolate.
Page 55
7.What is the positioning strategy of Cadbury chocolate based on
positioning No of percentage
strategy of respondents
Cadbury
chocolate
Place 5 8%
price 10 20%
Promotion 15 30%
Product 19 38%
Maybe 2 4%
Total 51 1OO%

Among the total ,51 people respondents. 5 respondents (8%) place of Cadbury, 10 respondents (20%)
gets attracted towards
the pricing factor of Cadbury, 15 respondents (30%) gets promotion of positioning strategy of Cadbury
chocolate
products while 19 respondents (38%) gets attracted towards on the products and 2 respondents (4%)
gets attracted towards the maybe.
As a result, most of the respondents 19 respondents would like the pricing strategy for purchasing the
products. As we get to know that customers gets attracted to the major fators are offers and pricing of
products which tends the costumers to purchase more
Page 56
8.Do you think standard price of Cadbury chocolate is fair
Do you think No of percentage

standard price respondents
of Cadbury
chocolate is fair
yes 28 54.9%
No 5 9.8%
Maybe 16 31.4%
Nestle 2 3.9%
Total 51 100%

Among the total respondents of 51 people, 28 respondents (54.9%) Cadbury chocolate is fair
5 respondents (9.8%) have not think of standard price of Cadbury chocolate is not fair and some
16 respondents (31.4%) maybe think standard price of Cadbury chocolate is fair 2respondents
(3.9%) Nestle Cadbury chocolate is fair.
As a result, the maximum respondents i.e. 51 respondents (54.9%) have agreed that they get
standard price of Cadbury Cadbury chocolate is fair
Page 57
9. Do you think sugar free Cadbury chocolate should be more
introduced to attract health conscious people?
Do you think No of percentage

sugar free respondents
Cadbury
chocolate should
be more
introduced to
attract health
conscious
people?
yes 35 68.6%
No 8 15.7%
Maybe 8 15.7%
Total 51 100%
Among the total respondents of 51 people, 35 respondents (68.6%) have agreed that they go
Page 58
For sugar free Cadbury chocolate should be more introduced to attract health conscious people .
8 respondents sugar free Cadbury chocolate should be more introduced to attract health
conscious people . (15.7%) disagree as they do not go for and 8 respondents (15.7%) may agree
as they may go sugar free Cadbury chocolate should be more introduced to attract health
conscious people .
The maximum responses i.e. 35 respondents (68.6%) shows that they may go for sugar free
Cadbury chocolate should be more introduced to attract health conscious people while 8
respondents (15.7%) have agreed that they go for sugar free Cadbury chocolate should be more
introduced to attract health conscious people .
Page 59
11.If there was a discount on Cadbury chocolate would you like to buy more of it
.If there No of percentage

was a respondents
discount
on
Cadbury
chocolate,
would you like
to buy
more of it
Yes 33 65.3%
No 6 10.2%
Maybe 12 24.5%
Total 51 100%
Among the total respondents 51people,33 respondents (65.3%) discount on Cadbury chocolate
would like to buy more it.
6 respondents (10.2%) Not interested to buy chocolate in Discount.
12 respondents (24.5%) maybe to Buy chocolate Cadbury in Discount.
Page 60
11.For which of these following factors do you give importance when you purchase a chocolate
..For No of percentage
which of respondents
these
following
factors do
you give
importance
when you
purchase a
chocolate
Price 6 12.2%
Quality 20 40.8%
Packing 5 6.1%
Taste 20 40.8%
Total 51 100%
Among the total 51respondents ,6 respondents (12.2%) is a price these following factors to give
importance purchase a chocolate.
20 respondent (40.8%) people is Seeing quality of chocolate.
5 respondents (6.1%) people is Seeing packing Cadbury.
20 respondents (40.8%) people is Seeing Taste importance purchase chocolate Cadbury.
Page 61
12. which promotional offers attract you most
which No of percentage
promotional respondents
offers
attract you
most
Free gifts 14 26.5%
Price gifts 25 49%
Any others 12 24.5%
Total 51 100%
Among the total 51 respondents, 14 respondents (26.5%) is a promotional offer attract the most of free
gifts.
25 respondents (49%) is a promotional offer attract the most of price offer.
12 respondents (24.5%) is a Any there to attract the promotional offer.
Page 62
14.What according to you is the reasonable price of Cadbury chocolates
.What No of percentage
according respondents
to you is
the
reasonable
price of
Cadbury
chocolates
5-20 25 53.1%
20-40 16 32.7%
40-80 4 8.2%
80 above 4 6.1%
Total 51 100%
Among the total 51 respondents,5 to 20 is 27 respondents (53.1%) is the reasonable price of Cadbury
chocolate.
20 to 40 is 16 respondents (32.7%) is a reasonable price of Cadbury chocolate.
40 to 80 is 4 respondents (8.2%) is a reasonable price of Cadbury chocolate.
80 above is 4 respondents (6.1%) is a reasonable price of Cadbury chocolate
Page 63
15. If you preferred Cadbury chocolate is not available for repeat purchase then what will you do
. If you No of percentage
preferred respondents
Cadbury
chocolate
is not
available
for
repeat
purchase
then
what will
you do
Postpone 20.4%
your 10
purchase
Switch over to 12 22.4%
other
brand
Go to the 29 57.1%
other
shop to
search
for you
preferred
chocolate
Total 51 100%
Among the total 51 respondents,10 respondents (20.4%) preferred Cadbury chocolate is not available
for repeat purchase they will postpone your purchase.
Page 64
12 respondents (22.4%) preferred Cadbury chocolate is not available it's switch over to other Brand .29
respondents (57.1%) preferred Cadbury chocolate is not available it's go to other Shop to search for you
preferred chocolate.
Page 65
Chapter 5 : conclusion
conclusion:
Over the last year, the CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY”
Chocolates brand has moved from being perceived as a Chocolates for “younger person” to choice
their
Chocolates for fun, enjoyment and love as well as for the “Elder person” also professionals. This
has been made possible not just by new packaging but by a completer positioning strategy which
changed the image of the brand and the perception of who can and should enjoy it.
This company project has demonstrated “CADBURY COMPANY WITH RESPECT TO ITS
MARKETING STRATEGY”’S COMPANY AND
RESPECT TO ITS MARKETING STRATEGY” that has proved to be extensive through and of
great benefit to the company in furthering its competitive advantages.
Possible to see the success of CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY”’s in it its strong entail to continue to do well.
RECOMMENDATIONS: -
• Maintain dominance in chocolate, confectionery, and market leadership in brown drinks.

• New channels such as gifting, child connectivity and value for money offering to be the key growth
drives.
• Grow volume of sales at least 20% p.a. over the next years.
• Achieve the goal of best manufacturing location in CADBURY COMPANY WITH RESPECT
To ITS MARKETING STRATEGY” Schweppes world for Dairy Milk and Éclairs.
• One new major product launches every year.
Page 66
Bibliography: -
• www.slideshare.com.
• www.CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” world.com.
• www.docstoc.com.
Page 67
APPPENDIX
1. Age
A. 18 to 25
B. 25 to 30
C. 30 to 45
D. 45 to 50
2. Gender
A. Female
B. Male
C. Transgender
3. Occupation
A. Undergraduate
B. Graduate
C. Post graduate
4. Income
A. 2.5 lakhs
B. 5 lakhs
C. 7 lakhs
5. Do you like to eat Cadbury chocolate .
A. Yes
B. No
6. When you think of Cadbury which chocolate comes to your mind .
A. Dairy milk
B. Silk
C. 5star
D. Munch
7. What is the positioning strategy of Cadbury chocolate based on?
A. Place
B. Price
C. Promotion
D. Product
Page 68
8. Do you think standard price of Cadbury chocolate is fair ?
A. Yes
B. No
C. Maybe
9. Do you think sugar free Cadbury chocolate should be more introduced to attract health conscious people ? A. Yes
B. No
C. Maybe
10. If there was a discount on Cadbury chocolate would you like to buy more of it ?
A. Yes
B. No
C. Maybe
11. For which of these following factors do you give importance when you purchase a chocolate ? A. Price
B. Quality
C. Packing
D. Taste
12. Which promotional offers attract you most ?
A. Free gifts
B. Price offer
C. Any other
13. What according to you is the reasonable price of Cadbury chocolates ?
A. 5 to 20
B. 20 to 40
C. 40 to 80
D. 80 above
14. If you preferred Cadbury chocolate is not available for repeat purchase then what will you do?
A. Postpone your purchase
B. Switch over to other brand
C. Go to the other shop to search for you preferred chocolate
Page 69

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1.

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CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”

The CADBURY COMPANY WITH RESPECT To ITS MARKETING

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Figure 7: Product Life Cycle (PLC)

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Source: National Centre for Social Health /Department of Health

Employment to the labors

Cadbury versus Whey

Figure 16: Shows assumed Cadburys sugar free (future)

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THE LEGEND CALLED CADBURY COMPANY WITH RESPECT

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they were to twirl, clap and yell "chocolate" to win a prize.

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98 other countries worldwide. CADBURY COMPANY WITH RESPECT To ITS

researched potential regulatory hurdles in 20 countries before announcing their plans in

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The corporate office is in Mumbai Currently CADBURY COMPANY WITH

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CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”’s

The company was founded by Jacob Schweppes in 1783. CADBURY COMPANY

calling chocolates “CADBURY COMPANY WITH RESPECT To

Product and Services:

Schweppes Public Limited Company operates as a beverage and confectionary company

freshener, which are marketed under CADBURY COMPANY

WITH RESPECT To ITS MARKETING STRATEGY”, Bassett’s,

Maynard’s, Halls, , Dentyne, CADBURY COMPANY WITH RESPECT To ITS

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country’s socio-economic indicators.

than 85% of total value sales of the industry.

landscape of this sector.

Distribution and Selling strategy:

CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”

An innovative move from CADBURY COMPANY WITH RESPECT To ITS MARKETING