2. INTRODUCTION
• Cadbury is a British multinational confectionery company owned by Mondelēz
International.
• It is the second largest confectionery brand in the world afterWrigley's.
• Cadbury is headquartered in Uxbridge, London.
• Irene Rosenfield is the current Chairman and CEO of Mondelēz International.
• Industry type is – Confectionery
3. HISTORY
• In 1824, John Cadbury began selling tea, coffee, and drinking chocolate in
Birmingham, England.
• From 1831 he moved into the production of a variety of cocoa and drinking
chocolates
• In 1847 John Cadbury became a partner with his brother Benjamin and the
company became known as "Cadbury Brothers”
• John Cadbury's sons Richard and George took over the business in 1861.
4. VISION & MISSION OF CADBURY
VISION
• “Working together to create brands people love”
MISSION
• Cadbury's means quality: this is our promise. Our reputation is built upon quality; our
commitment to continuous improvement will ensure that our promise is delivered.
7. CADBURY DAIRY MILK
Product type Confectionery
Owner Cadbury
Country United Kingdom
Introduced 1905
8. BARS
• The original Dairy Milk bar ("with a glass and a half of fresh milk") was
launched in 1905.
• Variant bars include caramel, "fruit & nut" (a bar with raisins and
almonds),"whole nut" (with hazelnuts) and a bar with a Turkish delight centre.
• Dairy Milk Ritz, a bar with salty Ritz crackers was launched in the United
Kingdom in 2014.
9. VAREITY TYPES OF DAIRY MILK
Dairy Milk Cola
Pretzel Honey Comb
Dairy Milk Whole Nut
Dairy Milk Caramel
Dairy Milk Silk
Dairy Milk Fruit & Nut
10. PRODUCTION
•Dairy Milk is 23 percent cocoa solids.
•It was reformulated in 2006 and again in 2009, with the addition of
palm oil as a replacement for some cocoa butter.
•In August 2009, Cadbury announced it would return to using cocoa
butter instead of palm oil as the formula due to a poor response from
consumers.
14. MARKETING STRATEGIES
Released a song named “Zingolo”
A full music video was made incorporating the 60 second ads.
Social media : Facebook page
ADVERTISING CAMPAIGNS
Strong association with milk
“A Glass And A Half Of Full Cream Milk In Every Half Pound"
•2004 - Series of advertisements in UK and Ireland
•2007 - Gorilla
•2008 - Truck
•2009 - Eyebrows
•2010 - Chocolate Charmer
•2011 - Charity Shop
•2012 - Joville campaign
•2014 - Cadbury Silk New Ad / Free the Joy
16. SWOT ANALYSIS
STRENGTH
1. Number one chocolate brand in the
world
2.Celebrity brand ambassadors
3.Excellent advertising, reach and
accessibility
4.High brand loyalty
WEAKNESS
1.Food products have a limited shelf life
2.Marred by scandal few years back
3.Their competitors have greater
international experience
OPPORTUNITY
1.Untapped rural markets
2.Better product packaging and preservation
3.Leverage Cadburys successful brand
4. Sugar free category
THREATS
1.Other branded and local
chocolate manufacturers
2.Sweets as substitutes
17. CONCLUSION
• Cadbury is one of the largest firms which produce chocolates products in the world.
• It is a brand which is associated with high levels of quality and customer satisfaction.
• Cadbury Dairy Milk has managed to take a simple chocolate bar and create numerous
associations with it over the years. This includes Dairy Milk Toffee Popcorn, Dairy Milk
Silk etc.
• The prospective customers have changed from kids to adults –including every family
member to celebrate any occasion with Dairy Milk.