INTRODUCTION

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 & irresistibly 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.

United Kingdom (1824)Headquarters Cadbury House, London, United Kingdom

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.

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 as a company is vibrant Cadbury is a fun and energizing workplace

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

Objective :
Grow shareholder valueover the long term.
Create robust and sustainable regional positions in our core categories of confectionery and beverages through organic growth, acquisition and disposal.

Strategy :

-The Blood of marketing

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.

STRATEGIES
1. Cadbury uses a variety of advertisements with

different genres and themes to attract different age groups. E.g. Animated ads, Melodious jingles etc. 2. Cadbury associates itself with emotions and sentiments of people through relationships of friendship and brotherhood. 3. Sponsorship- Bourn vita kid contest, Bourn vita confidence academy, kya aap panchvi pass se tez hain

4. 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

5. Cadbury has not only restricted its market to child segment but through its innovativeness has captured every segment of the society

6. 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 ulta perk *5 stars new range of 5 star crunchy *Gems new range of fruity gems 7. Print & poster campaigns 8. Attractive packaging has been a successful way of attracting customers to buy its products over other chocolates 9. A huge atr value is associated with Cadbury which inurn 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.

10.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 gives a distinct image of Cadbury. 11.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.

 12.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.

Cadbury believes that its business still has significant untapped potential- in terms of growth as well as returns. Between 20082011 Cadbury intends to *rope in new brand ambassador Deepika Padakone during the festive season. *introducing a new season of bourn vita quiz contest. *introducing new seasonal flavours such as hazelnut, fudge, butterscotch etc.

Managing For Value Process incorporates :

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.

Registered Office Cadbury India ltd. Cadbury House 19, B Desai Road Mumbai 400 026 Maharashtra India Tel: +91 22 4007 3100 Thane Cadbury India ltd. 1 Pokhran Road Eastern Express Highway Thane 400 606 Maharashtra.

India's best managed companies in 2003

Cadbury India was identified as one of Indias Best Managed Companies in 2003. Mr Bharat Puri, Managing Director of Cadbury India was felicitated by Indias Finance Minister, Mr Jaswant Singh at Business Todays Best Managed Companies Awards ceremony. It was the only Multinational Company featured in the list of Best Managed companies in India

Good values and good business go hand in hand

Cadbury Community Initiative Programme under the banner:

Love

Security
Nutrition Education

 Corporate Social Responsibility (CSR) is at the heart of our success At Cadbury India we have always believed that good values and good business go hand in hand. It's part of our heritage and the way we do things today. CSR is about growing our business responsibly.
Cadbury India has a tradition of caring for the environment and enriching the quality of lives of the communities we live and work in, through a variety of result-oriented programs. Our commitment to the Environment Growing Community Value

Cadbury uses 33,000 liters of milk every day for chocolate production at its Dunedin plant!!!!!!!!!!!!!!!
A staggering 120 million chocolate bars are sold in New Zealand every year, 60 million of these are made by Cadbury!!!!!!!!!!!!!

Cadbury sells over 3.5 million boxes of chocolate every year!!!!!!!!!!!

 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

Strengths

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

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

Opportunities

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

Threats

Product Line
1.Chocolates :- e.g.. Cadbury dairy milk, perk, 2.Snacks :- Cadbury byes 3.Beverages :- Bourn vita, Cadbury delight 4. Candy :- Cadbury halls 5. Gums :- Bubbaloo
celebrations, temptations, five star, clairs, gems, Cadbury lite, fruit and nut and Cadbury crackle,cadbury heroes and many more The market major of Chocolates offers the following products in the market:-

Young or old, boy or gal, sibling or pal...... Cadbury has something sweet for everyone. So which of their chocolates are one for u..?