By: Pradeep karki -1419

Manish saran - 1419

 Cadbury began its operations in 1948 by importing
chocolates and then re-packing them before distribution in
the Indian market. After 59 years of existence, it today has
five company-owned manufacturing units at Thane, Induri
(Pune) and Malanpur (Gwalior), Bangalore and Baddi
(Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai,
Kolkota and Chennai). The corporate office is in Mumbai

 Cadbury India operates in three sectors vi.

 Chocolate Confectionery
 Milk Food Drinks
 Candy category

 Their core purpose "Working together to create

brands people love
 Is the place that the firm's product occupies in the
mind of the consumer relative to competing
products on important or determinant attributes.
 Premium pricing
 high price is an indication of good quality
 attract status-conscious consumers
 Goldilocks pricing
 It is commonly used to describe the practice of
providing a "gold-plated" version of a product at a
premium price in order to make the next-lower priced
option look more reasonably priced .
 Demand-based pricing
 market share
With a turnover of Rs 729 crore
(Rs 7.29 billion) in 2003,
Cadbury has a 70 per cent
market share in chocolates
and Dairy Milk chocolate has
30 per cent 30%
40%
cadbury
dairy milk
nestle and others

30%
 Share capital of the company is Rs. 35.7
crore
 Total shares outstanding amount to 3.57
crore
 Face value per share is Rs.10
 Share is currently trading at Rs. 418
 Market capitalization of the company is
Rs.1990.52 crore
 Parent Cadbury Schweppes holds 51%
stake in the company
 Cadbury India, which derives nearly 76 per cent of its revenues from
chocolates and sugar confectionery has seen its topline growth wind
down from 19 per cent in 1999 to 12 per cent in 2000 and further to 7
per cent in the first six months of 2001.

 The annual per capita consumption of chocolates actually fell from 312
grams in 1999 to 307 grams in 2000, while that for sugar boiled
confectionery fell from 621 grams to 579 grams (ORG-MARG
Milestone Papers: The Growth Inertia)
 For the year 2007 Cadbury achieved year-on-year
revenue growth for confectionery of over 6%,
slightly ahead of its 4-6% target.
 Ferrero Rocher
 Amul
 Nestle
 Bounty
 Hershey
A multi-media campaign was launched
on TV, Internet, Radio and Outdoor
`Real Taste of Life‘
`just for kids' to the `kid in all of us‘
'Khanewalon Ko Khane Ka Bahana
Chahiye‘
'Kuch Meetha Ho Jaaye‘
" Jab Pappu Pass Ho jaye, Kuch Meetha
Ho jaye" captured the thought of celebrating
a moment of delight with Dairy Milk

“The Campaign of the Century”

 It make product easier, safer & more versatile.
 It also affect consumers attitude toward a product, which
in turn affect their purchase decision

 The packaging achieved impact by using bright, fiery

colors for the product name and contrasting them against the
deep and instantly recognizable 'Cadbury purple', which
communicated the manufacturer's heritage.

 Three different packaging formats were developed in order

to maximize the various multi-purchase opportunities available
 It facilitates exchange between producers, other
intermediaries & the final consumers of the product.

 Cadbury uses direct marketing chain

 Their website informs buyers about….
› All Cadbury products
› Information about product sponsorship