presentation

1. Cadbury

3. PRESENTED BY:
SHWETHA
 PRIYANKA
VAIBHAVI
 DEEPAK
 TUSHAR
PRASHANT

4. To align with our core purpose, Cadbury India has defined its
Vision as
"Life Full Of Cadbury and Cadbury Full of Life".
Cadbury India will participate in many spaces of consumer life
through a cache of product offerings - be it chocolates or
snacks or gum.

5. We can easily understand the mission statement by following
points like:
Cadbury’s means quality.
This is our promise Our reputation is to build upon quality
Our commitment to continuous improvement.
It will ensure that our promise is delivered.

7.  Cadbury started the process in the back room of his shop
with cocoa which he hand ground with a mortar and pestle,
which has progressed in the company it is today with the
belief that
“ doing good is good for business”.
 Cadburys has three kinds of confectionary, gum, candy and
more famously chocolate.
 The company now operates in over 60 countries with a
workforce of over 50,000 people.
 Everyday millions of people enjoy the Cadburys brand.
Cadburys has established itself in all sectors of its primary
market – chocolate.

8.  Market Background: Cadbury is the market leader in chocolates but
was a new entrant in the packaged snacking category.
 The company had a loyal child following but snacking was driven by
teens and adults.
 The Indian palette also showed distinct preference for salty snacks.
Overall brand Cadbury strengths in the confectionery market were
weaknesses in the packaged snacking market.
 Snacks were also largely driven by shared
consumption confectionery which is largely an impulse individual
consumption
 Competition Well entrenched competitors and local unorganized
players which are synonymous with snacking and dominated the
market.

11.  Almost 80% chocolate purchases are made on impulse.
 Cadburys adopted aggressive marketing strategy.
 Use of emotional appeals for advertising.
 Concentrated more on T.V advertisement.
 In the early 90's, chocolates were seen as 'meant for kids.
 Changed the perception of buyers.

12.  Cadbury dairy milk are sold directly to wholesaler
and retailers.
 Cadbury's distribution network
encompasses 2100 distributors and
450,000retailers.
 Consumer base of over 65 million.
 Cadbury reaches 0.6 million retail outlets.

16. How is cadbury prepared

17.  The cocoa-bean -- the heart of the sweetest
delicacy in the world -- is bitter! This is why, up to
the 18th century some native tribes ate only the
sweetish flesh of the cocoa fruit. They regarded the
precious bean as waste or used it, as was the case
among the Aztecs, as a form of currency.
 Firstly Harvesting is done Followed by Fermentation
 Drying
 Cleaning
 Roasting
 Crushing
 Blending
 Grinding

21. STRENGTHS:
 Cadbury is the largest global confectionery supplier, with 9.9% of
global market share.
 High financial strength (Sales turnover 1997, £7971.4 million and
9.4%)
 Strong manufacturing competence, established brand name and
leader in innovation
 Advantage that it is totally focused on chocolate, candy, chewing
gum, unique understanding of consumer in these segments.
 Successfully grown through its acquisition strategy.
Recent acquisitions, including
Adams, 2003, enabled it to expand into important

22.  Nestle The company is dependent on the confectionery and
beverage market, whereas other competitors
e.g. Have a more diverse product portfolio, where profits
can be usedto invest in other areas of the business and R&D.
 Other competitors have greater international experience -
Cadbury has traditionally beenstrong in Europe.

23.  New markets. Significant opportunities exist to expand into
the emerging markets of China, Russia, India, where
populations are growing, consumer wealth is increasing and
demand for confectionery products is increasing.
 Opportunities exist to increase share through targeted
acquisitions.
 key to survival within the FMCG market is increasing
efficiency and reducing costs. Cadbury Fuel for Growth and
cost efficiency programmes seek to bring cost savings by:1.
Moving production to low cost countries, where raw materials
and labour is cheaper.

24.  Worldwide - there is an increasingly demanding cost
environment, particularly for energy, transport, packaging and
sugar.
 Global supply chain in low cost locations.
 Competitive pressures from other branded suppliers (national
and global).
 Aggressive price and promotion activity by competitors -
possible price wars in developed markets.

25. PROBLEMS FACED BY CADBURY
 Cadbury India Ltd. has begun investigations into reports that
live worms were found in its Dairy Milk chocolate bars, the
company said in a statement.
 "We are concerned about these reports and are investigating it,"
a company spokesperson said.
 The Maharashtra Food and Drugs Administration (FDA) had
announced Monday that it would prosecute Cadbury India Ltd.
after tests indicated "insect infestations" in the chocolate
samples tested.

26.  FDA officials conducted raids at the Talegaon plant of the
company as well at stockists' premises throughout
Maharashtra.
 The authorities have, however, decided not to shut down the
plant or cancel the company's license to manufacture
chocolates.
 "The chocolates have been out for sale since July 2003 so
there are a very few of them left in the market as of now. We
have asked the company to withdraw the entire batch
currently in the market," Khobargade said.
 In December 2006, the company announced that the cost of
dealing with the contamination would reach £30 million.

27.  A focused and intense communications program was implemented
over the next six months to rebuild credibility and restore confidence
among the key stakeholders.
 In a damage-control exercise, appropriately called “PROJECT
VISHWAS” Cadbury India on Wednesday announced a three-step
strategic programme involving its packaging, distribution chain and
retail channels. For the first time in 30 years, the company is
discontinuing the system of loose sales for Cadbury Dairy Milk range and
changing its outer package.
 RESULT: In media, the key message that infestation was a storage-linked
problem, not manufacturing related, found widespread acceptance.
Across the board, media carried Cadbury’s point-of-view on the issue.
 Sales volumes climbed back to almost to pre-crisis levels eight weeks
after the launch of new packaging – a concrete step taken by the
company to minimize the incidence of infestation. This reflected
consumer confidence in the brand and the company.

29.  Cadbury India Ltd.Reyn Basera
Annex.Near Cooper Hospital.Vile Parle
West.Mumbai 400 056.Maharashtra.India
(VILAEPARLE).
 Cadbury IndiaLtd.Cadbury House19, B
Desai Road Mumbai 400026
MaharashtraIndia.

30.  In the late 90s its campaign
“ Khaanewalon ko khaane
ka bahana chahiye ”targeted the
masses in India.
 The “ Miss Palampur ”campaign
targeted the rural india.
 The latest campaign “
Shubhaarambh” is to target the
Youth.
 Targeted the Indian market
through various campaigns.

31.  Conclusion.
The prospective customers of Cadbury Dairy
Milk have changed have changed from kids to
adults-including every family member to
celebrate any occasion with Dairy Milk.