Ever since the CADBURY factory was set up in India in 1947, Cadbury chocolates have ruled the hearts

of Indians with their fabulous taste. Considering the penchant we Indians have for sweets, its not surprising that these sweet, smooth, milky & irrestibly delicious chocolates are the best childhood gift any Indian child could get. Thank God for young JOHN CADBURY who ventured into the chocolate business over 150 years age, way back in England, in 1824. Long gone is the dry chocolate supplied by John Cadbury in his Birmingham grocery store. Today more than 250 million bars of Dairy Milk are produced & consumed every year.

Cadbury chocolate is born: John Cadbury converts from tea and coffee to selling chocolate.

John Cadbury

First Factory: About the year 1780, the first machinemade chocolate is produced in Barcelona.

milk chocolate

With Milk:
After eight years of experimenting, the Swiss Daniel Peter puts the first milk chocolate on the market in 1875

Melting Sweetness
Rudolph Lindt of Berne produces chocolate which melts on the tongue for the first time in the year 1879.

CADBURY TODAY
It has been more than half a century that CADBURY has been the most loveable brands in India.

Cadbury India is a significant player in the impulse market enjoying 70% share in chocolates & a substantial share of the sugar confectionery market.
Cadbury India Ltd. is a part of Kraft Foods. Cadbury India operates in five categories Chocolate confectionery, Beverages, Biscuits, Gum and Candy. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations, Gems, Halls, clairs, Bubbaloo, Tang and Oreo. Our core purpose "make today delicious" captures the spirit of what we are trying to achieve as a business.

Indian Scenario
In India, Cadbury began its operations in 1948 by importing chocolates. After over 60 years of existence, it today has six company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) Hyderabad and 4 sales offices (New Delhi, Mumbai, Kolkata and Chennai). The corporate office is in Mumbai. Cadbury India enjoys a value market share of over 70 percent in the chocolate category and brand Cadbury Dairy Milk (CDM) is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer.

In the Milk Food drinks segment main product is Bournvita - the leading Malted Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the undisputed leader. recently entered the biscuits category with the launch of the Worlds No 1 biscuit brand Oreo.

Life Full Of Cadbury

Cadbury is present in most happy occasions in the life of the consumer. Their brands excite the consumer. Cadbury is an expression of a consumer's life.

Cadbury Full Of Life

Cadbury as a company is vibrant. Cadbury is a fun and energising workplace. Cadbury is robust and alive.

Purpose and Values

Core purpose :
Working better together to create brands people love.

Objective :
Grow shareholder valueover the long term.

Strategy :
Create robust and sustainable regional positions in core categories of confectionery and beverages through organic growth, acquisition and disposal.

Innovation
Cadbury believes in innovation. Innovation is a virtue of marketing strategy. Its marketing strategy is such that it builds a brand image not only through advertisements alone but through performance.

The strategies are as follows: Cadbury uses a variety of advertisements with different genres
and themes to attract different age groups. Eg Animated ads, Melodious jingles etc.

 Cadbury associates itself with emotions and sentiments of people through relationships of friendship and brotherhood. Sponsorship- Bournvita kid contest, Bournvita confidence academy, kya aap panchvi pass se tez hain In order to capture the market particularly the youth segment the strategy adopted is to promote SPORTS by encouraging events such as Karate (whiz kid championship) In 1980 cadbury bourn vita was the official health drink for the Indian team at the Moscow Olympics

 Cadbury has not only restricted its market to child segment but through its innovativeness has captured every segment of the society Innovation in product range has been a major advancement by Cadbury in retaining its market share. Examples of marketing innovation by Cadbury *Perks new range of ultra perk *5 stars new range of 5 star crunchy *Gems new range of fruity gems

Print & poster campaigns

 Attractive packaging has been a successful way of attracting customers to buy its products over other chocolates A huge art value is associated with Cadbury which increases the acceptability in the market. it has roped in bollywood legend Amitabh Bachan and the ravishing Preity Zinta to endorse its products diary milk and perk respectively.

 Extremely catchy and well recognized tag lines and punch lines create strong brand value and awareness for Cadbury. The lines Pappu pass ho gaya , Kuch metha ho jaye Subh Araamgives a distinct image of Cadbury. Cadbury caters to that segment of the society which cannot afford large sums of money. The marketing strategies adopted here would be introduction of economy packs of all its products and advertising the same.

 The most important marketing policy being, implemented during the festive season. The consumptions of sweets is at its zenith during the festive season. India being a country of rich culture and diversified religions has a hand full of festivals. Cadbury makes most out of this season by introducing gift boxes thus spreading joy.

Different Variance
Chocolates Beverages Biscuits Candy Gum

Brands
Chocolate : Cadbury Dairy Milk Cadbury Celebrations Bournville 5 Star Perk Gems

Beverages Bournvita Tang

Biscuits Oreo

Launched in India in March 2011 the delicious combination of dark chocolate biscuit and vanilla cream was first introduced to the world in 1912.
That original formula was so perfect that it has hardly been modified since. Each year more than 7.5 billion Oreo Biscuits are eaten, making it the worlds No. 1 biscuit. Paired with a glass of milk, it is the perfect snack.

Candy clairs Halls Gum Bubbaloo

Competitors
EUROPEAN Thorntons plc - UK Lindt & Spruengli AG (Aktiengesellschaft - "shares company") - SWITZERLAND Ferrero SpA (own Kinder trademark) - ITALY Nestl S.A. (Socit anonyme - "anonymous/share company") - SWITZERLAND

USA The Hershey Company plc Mars, Incorpoated (no longer trading under the name 'Masterfoods')

India Nestle , Amul, Godrej Hershey

Companies & Market Share:

1. The chocolate market in India has only three big players, Cadbury, Nestle and Amul. 2. New brands such as Sweet World, Candico and Chocolatiers are present in several malls. 3. The largest target segment for Cadbury is youth. 4. Delhi-based Chocolates, started with a small shop in south Delhis Chittaranjan Park and has now ventured into malls and multiplexes in NCR, Mumbai and Bangalore, with focus on high-end or designer chocolates, a niche market of their own. 5. Candico India is aiming for 400 locations across malls and multiplexes in the country by 2010.

Companies & Brands

Cadbury - Cadbury, 5 Star, Bytes (chocolate snack), Celebration, Dairy Milk, Gems, Perk.
Nestle - Bar One, Kit Kat, Milky bar, Munch, Nestle.

Amul - Amul (Chocozoo, Choc mines).

Dairy Milk is the market leader. 5 Star (heritage brand which came to India in 1969) has a market share of over 14%.

Present Scenario - Consumer Trends :

1. Mithai- the traditional Indian sweats is getting substituted by chocolates among upwardly mobile Indians. Instead of buying sweats on Raksha Bandhan, sisters prefer offering . chocolates to their brothers. This is the reason for sudden spurt in advertisement between July & Sep by most of the companies. 2. The range and variety of chocolates available in malls seems to be growing day by day, which leads to lot of impulse sales for chocolate companies. 3. Chocolates which use to be unaffordable, is now considered mid-priced. Convenience over Mithai in terms of packaging and shelf life in making both middle class and rich Indians opt for chocolates.

4. Designer chocolates have become status symbols. They are linked to ones aspiration and lifestyle and malls are perfect points of sale as people usually are happy and gay at these destinations.
5. Cadbury initial communication for Celebrations was concentrated on occasions like Diwali and Rakshabandhan. Over the last seven to eight years, the brand emerged as a good gift proposition for occasions and enabled people to come closer. Research done by Cadbury suggested that they should extend the plank of occasion-based gifting to social gifting i.e. allyear-round gifting options. 6. Consumers can choose from wide range of chocolates, which initially was limited to Milk chocolates like DairyMilk and MilkyBar. In past few years we have seen so many with almonds, raisins and all sort of nuts. And how can we forget latest 5 star crunchy and Ulta Perk, which has opened new windows for consumers. 7. In past, consumers had negligible inclination for dark chocolates. But now we have seen a change in the Indian palate, which is increasing the base of this sub-segment .

Future:
Setting stretched financial objectives. Adopting Value Based Management for major strategic and operational decisions and business systems. Creating an outstanding leadership capability within their management. Sharpening their company culture to reflect accountability, aggressiveness and adaptability. Aligning their management rewards structure with the interests of the shareowners.

In the year 2010, the `Shubh Aarambh campaign was launched, drawing lines from the traditional Indian custom of having something sweet before embarking on something new. With `Shubh Aarambh, Cadbury took the Dairy Milk journey a step further into the hearts of its million lovers. With the current campaign Khaane Ke Baad Meethe Mein Kuch Meetha Ho Jaaye, our aim is to introduce the thought of having a CDM as a post dinner meetha (dessert).

SWOT Analysis

Strength:
Large teeming population of kids and teenagers Well established market Vast variety of products Priced according to Indian mind set Easy availability of cocoa in india

Weakness:
Large portion of population suffers from diabetes, cholesterol disorders etc. Dental problems associated with consumption of chocolates.

Opportunities :
Innovative uncaptured chocolate market in India ( such as sugar free chocolate sector) Large number of occasion celebrations and festivals in which chocs are used as a medium to convey happiness Increasing acceptance of Globalisation and better relationship with foreign companies.

Threats:
Competition- cut throat competition from nestle Amul and international choc brands Negative publicity and contrivances New entrance and individual players ( rise in sale of homemade chocolates) Preference and availability of other substitutes ( sweets and deserts)

Facts & Figures

1. Chocolate market is estimated to be around 1500 crores (ACNielsen) growing at 18-20% per annum.

2. Cadbury is the market leader with 72% market share.

3. The per capita consumption of chocolate in India is 300 gram compared with 1.9 kilograms in developed markets such as the United Kingdom.

4. Over 70 per cent of the consumption takes place in the urban markets.
5. Margins in the chocolate industry range between 10 and 20 per cent, depending on the price point at which the product is placed

6. Chocolate sales have risen by 15% in 2007 to reach 36000 tones according to one estimate. Another estimate puts the figure at 25000 tones. 7. The chocolate wafer market (Ulta Perk etc) is around 35 % of the total chocolate market and has been growing at around 13% annually. 8. As per Euro monitor study, Indian candy market is currently valued at around USD 664 million, with about 70%, or USD 461 million, in sugar confectionery and the remaining 30%, or USD 203 million, in chocolate confectionery. 9. Entire Celebrations range market share is 6.5% 10. The global chocolate market is worth $75 billion annually.