Navaakshaya-Selvakumar-Nadar-2 1 1

PROJECT REPORT ON
“CADBURY COMPANY WITH RESPECT TO ITS

MARKETING STRATEGY
A PROJECT SUBMITTED TO
UNIVERSTY OF MUMBAI FOR PARTIAL COMPLETION OF THE
DEGREE OF
BACHELOR OF COMMERCE (ACCOUNTING AND FINANCE)
UNDER THE
FACULTY OF COMMERCE SEMESTER VI
BY
NAVAAKSHAYA SELVAKUMAR NADAR
UNDER THE GUIDANCE OF
PROJECT GUIDE “PROF. SAROJ GAMARE”
VIVEK EDUCATION SOCIETY’S

VIVEK COLLEGE OF COMMERCE
GOREGAON (W), MUMBAI-400 104
MARCH, 2023
VIVEK COLLEGE OF COMMERCE

Siddharth Nagar, Goregaon (West), Mumbai-400 104.
Certificate
This is to certify that Ms. NAVAAKSHAYA SELVAKUMAR NADAR has
worked and
Duly completed her Project Work for the degree of Bachelor in Commerce
(Accounting and finance) under the Faculty of Commerce and her project is
entitled, “CADBURY COMPANY WITH RESPECT TO ITS MARKETING
STRATEGY”” under my supervision.
I further certify that the entire work has been done by the learner
under my guidance and that no part of it has been submitted for any
Degree or Diploma of any University.
It is her own work and facts reported by her personal findings and investigations.
Name and Signature of

Guiding Teacher
“PROF. SAROJ GAMARE”
Declaration by learner
I the undersigned Ms. NAVAAKSHAYA SELVAKUMAR NADAR here by,
declare that the work
embodied in this project work titled CADBURY COMPANY WITH RESPECT
TO ITS MARKETING STRATEGY”
forms my own contribution to the research work carried out under the guidance
PROF “SAROJ
GAMARE”
is a result of my own research work and has not been previously submitted to any
other Degree/Diploma to this or any other university.
Wherever reference has been made to previous works of others, it has been
clearly indicated as such and included in the bibliography.
I, here by further declare that all information of this document has been
obtained and presented in accordance with academic rules and ethical conduct.
Name and Signature of the learner

NAVAAKSHAYA SELVAKUMAR NADAR
ROLL NO. 41
T.Y.B.A.F (2022-23)
Certified by
PROF “SAROJ GAMARE”
Acknowledgement
To list who all have helped me is difficult because they are so numerous and the
depth is so enormous.
I would like to acknowledge the following as being idealistic channels and
fresh dimension in the completion of this project.
I take this opportunity to thank the University of Mumbai for giving me this
chance to do this project.
I would like to thank my Principal, DR. VIJETHA S. SHETTY for
providing the necessary facilities required for completion of this project.
I take this opportunity to thank our Coordinator PROF ANUPAMA BALI , for
her moral support and guidance.
I would also like to express my sincere gratitude towards my project guide,
PROF “SAROJ GAMARE whose guidance and care made the project successful.
I would like to thank my college library, for having provided various reference
books and magazines related to my project.
Lastly, I would like to thank each person who directly or indirectly helped me in
the
completion of the project especially my parents and peers who supported me
throughout me
project
INDEX
SR.NO. PARTICULARS PAGE NO.

1 CHAPTER -1 INTRODUCTION
1.1 Introduction of the company
1.2 interesting facts of the company
1.3 history of Cadbury
1.4 Overview of the company
1.5 overall turnover
2 CHAPTER 2-RESEARCH
METHODOLOGY
2.1 Objectives of the study
2.2 Scope of the study
2.3 Limitation of the study
2.4 Sample size
2.5 Data collection
3 CHAPTER 3- LITERATURE REVIEW
4 CHAPTER4-DATA
ANALYSIS,INTERPRETATION AND
PRESENTATION
5 CHAPTER5-CONCLUSION AND
SUGGESTIONS
BIBLIOGRAPHY
APPENDIX
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, Bubblicious 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
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. CADBURY
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.
INTRODUCTION

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.

STRATEGY” 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. The CADBURY COMPANY WITH
RESPECT To ITS MARKETING STRATEGY” India’s no.1 Chocolate is
able to share with their market insights based upon unparalleled breath of
chocolate experience.

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 led in
both, the confectionary and soft drink market Intec UK and becoming a major
force in the international market.

STRATEGY” 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”.
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.

STRATEGY”’s World Visitor Center opened in 1990, welcoming 400,000
visitors in its first year.

STRATEGY” launched a Get Active program in 2003, helping 10,000
teachers get in shape.
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
Sumantra,”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 disussed 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
subordinates.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
Manager
Staff
Staff
Staff
Staff
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:
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 staffs 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 staffs 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 finding skilled labor which led to skill-gap. 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 .As per Robert J.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 machinery’s. 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”.
Source: www.wheychocolate.com
It is clear that 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.
History of CADBURY COMPANY WITH RESPECT

To ITS MARKETING STRATEGY”

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” ope
ned 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.
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 brothers soon moved their manufacturing operations to a
larger facility four miles south of Birmingham. The factory and area became
known as Bourneville.
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, avelines and more.

STRATEGY” 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 dependants 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.

STRATEGY” 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 STRATEGY” merged with Schweppes to form CADBURY
Schweppes. Schweppes was a well-known British brand that manufactured
carbonated mineral water and soft drinks. The merged companies 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
Schweppes announced that it intends to separate its confectionery and
beverage businesses. With almost 200 years in the business, CADBURY
Schweppes will continue to prosper in the coming decades.
PRODUCTS OF CADBURY COMPANY WITH
RESPECT TO ITS
MARKETING STRATEGY”
WHEN THEY LAUNCHED
IN MARKET
CADBURY COMPANY WITH RESPECT To ITS

MARKETING STRATEGY” Product Timeline
SERIAL.NO YEARS PRODUCTS
1 1865 CADBURY COMPANY
WITH RESPECT To ITS
Cocoa Essence
WITH RESPECT To ITS
Easter Eggs
WITH RESPECT To ITS
Milk Chocolate
WITH RESPECT To ITS
Dairy Milk
WITH RESPECT To ITS
Bourneville Chocolate
WITH RESPECT To ITS
Milk Tray
WITH RESPECT To ITS
Flake
WITH RESPECT To ITS
Crème Eggs
WITH RESPECT To ITS
Crunchie
WITH RESPECT To ITS
Roses
WITH RESPECT To ITS
Fudge
WITH RESPECT To ITS
Picnic
WITH RESPECT To ITS
Buttons
WITH RESPECT To ITS
Curly Wurly
WITH RESPECT To ITS
Wispa
WITH RESPECT To ITS
Boost
WITH RESPECT To ITS
Twirl
WITH RESPECT To ITS
Timeout
WITH RESPECT To ITS
Fuse
WITH RESPECT To ITS
Brunch bar, Dream &
Snowflake
WITH RESPECT To ITS
Schweppes
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
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
STRATEGY” was joined by his brother Birmingham and the business became
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
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
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 CADBURY COMPANY WITH RESPECT To
ITS MARKETING 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
STRATEGY”’s Dairy Milk chocolate launched in 1905, today Britain’s
favorite module chocolate bar.
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.
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 tones 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).
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).

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
(CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY”, 2008).
CHALLENGES OF CADBURY COMPANY WITH
RESPECT TO ITS MARKETING STRATEGY”
MARKETING STRATEGY” challenges commuters with
'Eyebrow Language'

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.
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 YongeDundas 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 MiC. "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.
STRATEGY” Schweppes faced opposition to the deal in several countries.
STRATEGY” Schweppes is to keep control of its soft drinks 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
STRATEGY”'s drink brands except those in the US, France and South Africa.

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 finalised 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 (Gwalior),
Bangalore and Baddi (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 CADBURY
HYPERLINK "http://www.cadburyindia.com/brands/choco1.asp" Dairy Mil
HYPERLINK "http://www.cadburyindia.com/brands/choco1.asp"k
HYPERLINK "http://www.cadburyindia.com/brands/choco2.asp",
HYPERLINK "http://www.cadburyindia.com/brands/choco2.asp"
HYPERLINK "http://www.cadburyindia.com/brands/choco2.asp"5 Sta
HYPERLINK "http://www.cadburyindia.com/brands/choco2.asp"r
HYPERLINK "http://www.cadburyindia.com/brands/choco3.asp"Per
HYPERLINK "http://www.cadburyindia.com/brands/choco3.asp"k
HYPERLINK "http://www.cadburyindia.com/brands/choco8.asp"Éclair
HYPERLINK "http://www.cadburyindia.com/brands/choco8.asp"s
HYPERLINK "http://www.cadburyindia.com/brands/choco8.asp"and
Celebration HYPERLINK
"http://www.cadburyindia.com/brands/choco4.asp"s HYPERLINK
"http://www.cadburyindia.com/brands/choco4.asp". HYPERLINK
"http://www.cadburyindia.com/brands/choco4.asp"

STRATEGY” enjoys a value market share of over 70% - the highest
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.
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
COMPANY WITH RESPECT To ITS MARKETING 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 behaviour, 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.
STRATEGY” Dairy Milk soon became the ideal expression of “’spontaneity’”
and “’shared good feels’”.
The company was founded by Jacob Schweppes in 1783. CADBURY

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
STRATEGY” India began its operations as a trading concern in 1947.
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:
STRATEGY” 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, sugar-coated gum, and breath freshener, which are
marketed under CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY”, Bassett’s,
Maynards, Halls, , Dentyne, CADBURY COMPANY WITH RESPECT To
ITS MARKETING STRATEGY” Dairy Milk, Chiclets, Clorets, Stimorol,
Trident, Bubblicious, and Sour Patch Kids brand names. CADBURY
Schweppes sells its products through direct sales force, third party bottlers,
independent distributors, and other independent
companies.

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 turn over 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, than 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 any thing but 100% 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 endeavour 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 Hilal 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 force 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 Hilal 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 Hilal
having this advantage enjoy the benefits of a wide-spread distribution network
in 300+ towns and over 350 distributors nation wide (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’s 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 every one. The role
of CADBURY COMPANY WITH RESPECT To ITS MARKETING
STRATEGY”’s for expansion of chocolate market in Pakistan will always be
written in golden words.
challenges consumers to guess mystery Dairy Milk flavours
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 Barston.
As Confectionery Production has previously reported, the business has previously

enjoyed notable success with campaigns surrounding development of new
chocolate flavours, 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 flavour detectives for the chance to
win an incredible mystery prize worth £5,000. CADBURY COMPANY WITH
RESPECT To ITS MARKETING STRATEGY” Mystery Bars are set to put the
nation’s tastebuds to a tantalising test, combining the the nation’s favourite
Dairy Milk chocolate1 with two mystery-flavoured 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.
Mystery Bars is the latest in a stream of highly impactful consumer activations
from the nation’s favourite 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
Dairy Milk and challenge the nation to solve the flavours 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 flavours!”
“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

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 RESPECT TO ITS MARKETING
STRATEGY”
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.
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.
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.
TODAYS PRODUCTS OF CADBURY COMPANY
WITH RESPECT TO ITS MARKETING STRATEGY”
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.
STRATEGY”'s ranges of Party Cakes are perfect for any special occasion.
2) CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY” Hot
Choc Chunks:-

STRATEGY” 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!
STRATEGY” Hot Choc Chunks is now Fair-trade certified.
3) CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”
Clusters:-

STRATEGY” 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

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 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,
STRATEGY” Dairy Milk Desserts was launched, specifically to cater to the
urge for 'something sweet' after meals.
STRATEGY” 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
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:-

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). CADBURY
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
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
Éclairs the second largest brand in the company. The experience of eating a
Dairy Milk Éclair is truly unique because of its creamy caramel exterior and rich
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
The CADBURY COMPANY WITH RESPECT To ITS

MARKETING 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.
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.
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:-

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.
CADBURY COMPANY WITH RESPECT TO ITS

MARKETING 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

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
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 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.
SWOTS ANALAYSIS OF CADBURY COMPANY WITH

RESPECT TO ITS MARKETING STRATEGY”
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
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
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
STRATEGY”, 2008).
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 COMPANY WITH
5 P’S Of CADBURY COMPANY WITH RESPECT To

ITS MARKETING STRATEGY”
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.
STRATEGY”’s offer such product. The wide variety products offered by the
company include:
I. Chocolate & Confectionary
1
)
D
a
ir
y
M
il
k
2
)
F
r
u
it
&
N
u
t
3
)
5
S
t
a
r
• 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.
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.
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…
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.
• Bournvita: positioned as tasty health drink. While its competitors concentrated only on
health aspect, Bournvita combined the nutritious value with taste.
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 high-quality 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.
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.
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 say 0 0%
Total 51 100%
Analysis and interpreatation

Among the total respondents 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 coclude 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
2.Age
51response
Age No of Respondents percentage
18-25 40 78.4%
25-30 5 9.8%
30-45 5 9.8%
45-50 1 2%
Total 51 100%
Analysis and interpretation
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 respondents 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.
3.Occupation
51responses
Occupation NO of respondents percentage
Under Graduate 25 49%
Graduate 17 33.3%
Post-Graduate 9 17.6%
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 Post-graduate 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.
4.income
5.Do you like to eat cadbury chocolate
6.When you think of cadbury which choclate comes to your mind
7.What is the positioning strategy of cadbury chocolate based on
Conclusion:-
Over the last year, the CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY” Chocolates brand has moved from being perceived as a
Choclates for “younger person” to choice their Choclates 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 completere 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.
In this project it possible to see the success of CADBURY COMPANY WITH RESPECT To
ITS MARKETING STRATEGY”’s in it’s indorse its strong pote
ntial 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 launch every year.
Bibliography:-
• www.slideshare.com.
• www.CADBURY COMPANY WITH RESPECT To ITS
MARKETING STRATEGY”world.com.
• www.docstoc.com.

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PROJECT REPORT ON

“CADBURY COMPANY WITH RESPECT TO ITS

NAVAAKSHAYA SELVAKUMAR NADAR

UNDER THE GUIDANCE OF

PROJECT GUIDE “PROF. SAROJ GAMARE”

VIVEK EDUCATION SOCIETY’S

VIVEK COLLEGE OF COMMERCE

Name and Signature of

Name and Signature of the learner

SR.NO. PARTICULARS PAGE NO.

3 CHAPTER 3- LITERATURE REVIEW

CADBURY COMPANY WITH RESPECT To ITS MARKETING

CADBURY COMPANY WITH RESPECT To ITS MARKETING

The CADBURY COMPANY WITH RESPECT To ITS

CADBURY COMPANY WITH RESPECT To ITS MARKETING

CADBURY COMPANY WITH RESPECT To ITS MARKETING

INTERSTING FACTS OF CADBURY COMPANY

• CADBURY COMPANY WITH RESPECT To ITS MARKETING

• George CADBURY COMPANY WITH RESPECT To ITS MARKETING

• In 1886 CADBURY COMPANY WITH RESPECT To ITS MARKETING

• A miniature metal animal (elephant, penguin, owl, fox, duck, squirrel,

• So many children joined CADBURY COMPANY WITH RESPECT To

• CADBURY COMPANY WITH RESPECT To ITS MARKETING

• CADBURY COMPANY WITH RESPECT To ITS MARKETING

OVERVIEW OF THE COMPANY

S Introduction Growth Maturity Decline

Figure 7: Product Life Cycle (PLC)

Find Out How UKEssays.com Can Help You!

Source: National Centre for Social Health /Department of Health

Employment to the labors

Cadbury versus Whey

Figure 16: Shows assumed Cadburys sugar free (future)

Cereals versus Cadburys

History of CADBURY COMPANY WITH RESPECT

CADBURY COMPANY WITH RESPECT To ITS MARKETING

At that time in England, Quakers were prohibited from attending

CADBURY COMPANY WITH RESPECT To ITS MARKETING

During World War I, more than 2,000 of CADBURY COMPANY

CADBURY COMPANY WITH RESPECT To ITS MARKETING

In 1969 CADBURY COMPANY WITH RESPECT To ITS

Today CADBURY COMPANY WITH RESPECT To ITS

CADBURY COMPANY WITH RESPECT To ITS

EXPANSION AND GROWTH OF CADBURY

THE LEGEND CALLED CADBURY COMPANY WITH RESPECT

1824 – A business was opened in 1824 by a young Quaker, John CADBURY

1861 – John CADBURY COMPANY WITH RESPECT To ITS

1905 – CADBURY COMPANY WITH RESPECT To ITS MARKETING

Quality has been the focus of the CADBURY COMPANY WITH

OVER ALL TURN OVER

The total confectionary market is valued at about 41 billion Indian

However chocolate has recorded the highest market growth rate

CADBURY COMPANY WITH RESPECT To ITS MARKETING

CADBURY COMPANY WITH RESPECT To ITS MARKETING STRATEGY”

Targeting the younger end of the adult demographic, the campaign's

eyebrows pose for a photo. The "Eyebrow Language" creative, made

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

"chocolate" to win a prize.

CADBURY COMPANY WITH RESPECT To ITS