SUBMITTED BY:- Anurag.N B.Com Second Semester

Govt. College Malappuram Roll Number: 46

SUBMITTED TO:- Sreekala Miss Assistant Professor

Department Of Commerce Govt.College Malappuram

CONTENT

SL. NU. PARTICULAR1 Cadbury2 Basic Information About Cadbury3 Mission 4 Objective5 History Of Cadbury6 Cadbury: Markets7

Market Share Of Chocolate Industry By Brand In India8

Market Share Of Dairy Milk In Chocolate Industry In India9 Market Segmentation10 4 P's Of Marketing11 Product12 Place13 Price 14 Promotion15 Conclusion

CADBURY

BASIC INFORMATION ABOUT

CADBURY

• Type : Subsidiary• Industry : Confectionery• Founded : Birmingham, United

Kingdom -1824 • Headquarters : Uxbridge, London, United

Kingdom • Parent Company : Mondelez International• Website : www.cadbury.co.uk

•Cadbury Is A British Multinational Confectionery Company Wholly Owned By Mondelez International (Originally Kraft Foods) Since 2010. It Is The Second-largest Confectionery Brand In The World After Wrigley's. Cadbury Is Internationally Headquartered In Uxbridge, West London, And Operates In More Than Fifty Countries Worldwide. It Is Famous For Its Dairy Milk Chocolate, The Creme Egg And Roses Selection Box, And Many Other Confectionery Products. One Of The Best-known British Brands, In 2013 The Daily Telegraph Named Cadbury Among Britain's Most Successful Exports.

MISSION• “Cadbury’s Mission Statement Says Simply: ‘

Cadbury Means Quality’; This Is Our Promise. Our Reputation Is Built Upon Quality; Our Commitment To Continuous Improvement Will Ensure That Our Promise Is Delivered.”

OBJECTIVES• The Overall Market Size, Growth Trends And Future Projections• The Main Market Segment Segments; Their Size And Consumer

Behavior Trends• Major Macro And Global Environmental Influences On The

Market And Critical Success Factors• Analyze The Industry With The Help Of Porter’s Five Forces

Model• The Main Market Competitors; Their Market Share And Their

Strengths And Weakness• The Main Channels Of Distribution And Their Strengths And

Weakness

HISTORY OFCADBURY

• John Cadbury (12 August 1801 – 11 May 1889) was an English proprietor and founder of Cadbury, the chocolate business based in Birmingham, England.

In 1824, John Cadbury Began Selling Tea, Coffee, And Drinking Chocolate In Bull Street In Birmingham, England. From 1831 He Moved Into The Production Of A Variety Of Cocoa And Drinking Chocolates, Made In A Factory In Bridge Street And Sold Mainly To The Wealthy Because Of The High Cost Of Production.By 1842, John Was Selling 11 Eleven Kinds Of Cocoa And Sixteen Kinds Of Drinking ChocolatesBy 1864, George And Richard, Sons Of John Continued To Expand The Product Line

In 1905, Cadbury Launched Its Dairy Milk Bar, A Production Of Exceptional Quality With A Higher Proportion Of Milk Than Previous Chocolate Bars.

Cadbury Was The First Chocolatier To Create Milk Chocolate

Cadbury Merged With Drinks Company Schweppes To Form Cadbury Schweppes In 1969.

Today Cadbury Is The Largest Confectionery Company In The World

CADBURY:- MARKETS

• United Kingdom• Ireland• United States• Australia• New Zealand• Canada• India• Malta

Market Share Of Chocolate Industry By Brand In India

CadburyNestleFerreroOthers

Market Share Of Dairy Milk In Chocolate Industry In India

Dairy Milk

Bournville And Silk

Others

COMPETITORS1) Mars/Wrigley’s2) Hershey’s3) Nestle

MARKET SEGMENTATION

• Occasions• Benefits• Usage Rate

• Attitude Towards The Product

• Life Style

• Age• Gender• Income

• Religion• Countries• Climate

Geographic Segmentati

on

Demographic

Segmentation

Behavioral Segment

Psychographic

Segmentation

4 P’S OF CADBURY

4 P’S

Product

Place

Price

Promotion

1-PRODUCT MIXProduction Concept Widely Available InexpensiveProduct Concept Good Quality Innovative Features Improvisation

Cadbury

Chocolates

Dairy Milk

Biscuits

Beverages

Candies

Gums

Celebration

Bourneville

5 Star

Perk

Gems

Temptation

CADBURY- PRODUCT CLASSIFICATION

CADBURY:- PRODUCTS

2-PLACE MIX1. Presence Available In 33 Countries India Is Among Cadbury’s Top 112 Markets2.Distribution Of Network In India Four Sales Offices 2500 Distributors 550000 Retailers Many Non-Retail Chains Headquarter Is In Mumbai

3-PRICE MIXLow Costing For Basic Product From Rs 5 To Rs20Moderate Price Of Variants Priced Between Rs 35

Rs 60Premium Segment (Premium Pricing Strategy) Cadbury Dairy Milk Silk, A Brand Priced At Rs 60

For 60 Grams Rs 150 For 160 Grams Available In Milk

Chocolate Roast Almond And Fruit & Nut Variants

4-PROMOTION MIX• Promotion Of Cadbury World To Various Target

Audiences Is A Vital Part Of The Management Function, Like Television, The Print Media, Posters….etc• For India, We All Know Various Ads Of Cadbury That

Are Still There In Our Minds From Older To newer.

CONCLUSIONIn Order For Cadbury To Reach The Peak Achievement, The Company Would Have To Stress On The Global Growth Of The Product. It Can Be A Risk To Market In The Region France, But With Careful Study Of The Target Market Segment And Its Economic Position, It Can Be Attained. Cadbury Should Also Look Into Other Countries Like The Asia Pacific In Order To Market Its Products Popular Globally. But Then Again, Careful Considerations To Look At Its Major Competitors And To Obtain The Rules And Regulations Of A Certain Country Are Equally Important.