EXECUTIVE SUMMARY

The project which I choose is on Cadbury Company which is marketing strategy

of Cadbury India ltd. Cadbury is a Multinational Company and its business is
worldwide.
This project covers the following topics:
The introduction and the history of the company, market segment and the customer
driven marketing strategies of that company and factors for success of Cadbury.
The project also covers the Four Ps of marketing (Product, Price, Place and
Promotional strategies).It also tells about brand, Slogans and about the target
market of this product.
At the last my conclusion about the whole marketing process of that companys
product. I also give the reference of those websites which provides me relevant
material. And the recommendations about this project.

CHAPTER 1

INTRODUCTION
INTRODUCTION OF CADBURY

Cadbury India is a food product company with interests in Chocolate

Confectionery, Milk Food Drinks, Snacks, and Candy. Cadbury is the market
leader in Chocolate Confectionery business with a market share of over 70%.
Some of the key brands of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, Eclairs,
Celebrations, Temptations, and Gems. In Milk Food drinks segment, Cadbury's
main product - Bournvita is the leading Malted Food Drink in the country.
Its heritage can be traced back in 1824 when John Cadbury opened a shop in
Birmingham selling cocoa and chocolate. Since then we have expanded our
business throughout the world by a program me of organic and acquisition led
growth. On 7 May 2008, the separation of our confectionery and Americas
Beverages businesses was completed creating Cadbury plc with a vision to be the
world's BIGGEST and BEST confectionery company.

Cadbury is the world's largest confectionery company and its origins can be traced
back to 1783 when Jacob Schweppe perfected his process for manufacturing
carbonated mineral water in Geneva, Switzerland. In 1824, John Cadbury opened
in Birmingham selling cocoa and chocolate. Cadbury and Schweppe merged in
1969 to form Cadbury Schweppes plc. Milk chocolate for eating was first made by
Cadbury in 1897 by adding milk powder paste to the dark chocolate recipe of
cocoa mass, cocoa butter and sugar. In 1905, Cadbury's top selling brand, Cadbury
Dairy Milk, was launched. By 1913 Dairy Milk had become Cadbury's best selling
line and in the mid twenties Cadbury's Dairy Milk gained its status as the brand
leader. Cadbury India began its operations in 1948 by importing chocolates and
then re-packing them before distribution in the Indian market. Today, Cadbury 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, Kolkota and Chennai). Its corporate office is in Mumbai.
Worldwide, Cadbury employs 60,000 people in over 200 countries.

CADBURY: THE BRAND

The brand CADBURY enjoys a high level of brand equity. Researches show 90%
of the people recognizes the brand while 74% state that when it comes to chocolate
only CADBURY will do.

THERE ARE THREE MAIN BRAND NAME STRATEGIES:

Family brand names: The parent brand is also known as an umbrella brand.
This term is given to product ranges where the family brand name is used for all
products. The advantage of this approach is the positive associations with the
parent brand will transfer to all sub brands. The risk however is that that if one
brand is unsuccessful or falls into disrepute, the reputation of the complete family
of brands can be tarnished. Cadbury is a family brand .\

Individual brand names (multi brands): in this case each brand is created and
named separately and has separate identity. Using a family brand may not be that
suitable as brand values may be far apart.

Combination brand names: This approach allows for the optional use of the
corporate brand name, while allowing an individual brand to be identified, e.g.
Cadbury Dairy Milk.
Cadbury uses a combination of brand strategies. The family brand ,Cadbury is
linked with its famous sub brands , i.e. Cadbury Crme Egg, Cadbury Roses and
Cadbury Flake to name a few. The family brand identity is style communicated by

packaging with the Cadbury corporate purple color and the distinctive Cadbury
script logo. The sub brand is then distinguished by its own individual livery.

Recently marketers have identified particularly strong family or corporate brands

as MASTERBRANDS. Cadbury is such a brand. However, a true Masterbrand is
more than name of the company it incorporates the companys mission, vision
and values, representing them in a way that is easily understood by consumers.
IBM is another example of MASTERBRAND.

Cadburys core brand values include "lifes everyday pleasures that make us feel
good and never let us down. As a reward or a pick me up, we consumer s trust
Cadbury chocolate to make us feel better

ABOUT THE REPORT

 Title of the study: - The present study is titled as A PROJECT REPORT

ON MARKETING STRATEGY OF CADBURY INDIA LTD.
Objective of the study:- The following are the objective of the study

To demonstrate the marketing strategy of cadbury

To study 4ps of marketing, swot analysis, pest analysis.
To evaluate current marketing strategy.
To analyze the factor for success of cadbury.

Period of the study:-The period of the present study is OCT 2015.

Limitations of the Study:-The present study has got all the limitations of
explanatory study method.
Data and Methodology:-For the purpose of the present study I had referred
internet, books, newspaper to collect information.

CHAPTER 2

PROFILE
COMPANY OVERVIEW

Cadbury India is a fully owned subsidy of Kraft Foods Inc. The

combination of Kraft Foods and Cadbury creates a global powerhouse in snacks,
confectionery and quick meals.
With annual revenues of approximately $50 billion, the combined
company is the world's second largest food company, making delicious products
for billions of consumers in more than 160 countries. We employ approximately
140,000 people and have operations in more than 70 countries. Cadbury 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, Kolkota and Chennai). The corporate office is in Mumbai.
The core purpose "make today delicious" captures the spirit of what
they are trying to achieve as a business. They make delicious foods you can feel
good about. Whether watching your weight or preparing to celebrate, grabbing a
quick bite or sitting down to family night they pour our hearts into creating foods
that are wholesome and delicious.
Currently, Cadbury India operates in four categories viz. Chocolate
Confectionery, Milk Food Drinks, Candy and Gum category. In the Chocolate
Confectionery business, Cadbury has maintained its undisputed leadership over the
years. Some of the key brands in India are Cadbury Dairy Milk, 5 Star, Perk,
clairs and Celebrations.

Cadbury enjoys a value market share of over 70% - the highest

Cadbury brand share in the world! Our billion-dollar brand Cadbury Dairy Milk is
considered the "gold standard" for chocolates in India. The pure taste of CDM
defines the chocolate taste for the Indian consumer.
In the Milk Food drinks segment our main product is Bournvita - the
leading Malted Food Drink (MFD) in the country. Similarly in the medicated
candy category Halls is the undisputed leader. We recently entered the gums
category with the launch of our worldwide dominant bubble gum brand Bubbaloo.
Bubbaloo is sold in 25 countries worldwide.
Since 1965 Cadbury has also pioneered the development of cocoa
cultivation in India. For over two decades, we have worked with the Kerala
Agriculture University to undertake cocoa research and released clones, hybrids
that improve the cocoa yield. Our Cocoa team visits farmers and advise them on
the cultivation aspects from planting to harvesting. We also conduct farmers
meetings & seminars to educate them on Cocoa cultivation aspects. Our efforts
have increased cocoa productivity and touched the lives of thousands of farmers.
Hardly surprising then that the Cocoa tree is called the Cadbury tree!
Today, as a combined company with an unmatched portfolio in
confectionery, snacking and quick meals, it is poised in its leap towards quantum
growth. It is the world's No.1 Confectionery Company. And it will continue to
make today delicious!

HISTORY OF CADBURY

1824 A once business was opened in 1824 by a young Quaker, John Cadbury, in
Bull street Birmingham was to be the foundation of Cadbury Limited, now one of
the worlds largest producer of chocolate
.
1831 By this year the business had changed from a grocery shop and John
Cadbury had become a manufacturer of drinking chocolate and cocoa. This was the
start of Cadbury manufacturing business as it is known today. A larger factory in
Bridge Street Birmingham was rented in 1847, John Cadbury was joined by his
brother Birmingham and the business became Cadbury Brother of Birmingham.
1861 John Cadbury 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 didnt.
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 Cadbury
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 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 Cadbury 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
Brothers.

1899 In this year the business private limited company Cadbury Brothers
Limited. Progress since the start of the century through the inter war years
onward ahs been rapid. Chocolate has moved being a luxury item to well within
the financial reach of everyone.
1905 Cadbury has many famous brands with one of major success story being
Cadburys Dairy Milk chocolate launched in 1905, today Britains favorite
modules chocolate bar.
Cadbury 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
Schweppes plc which is major force in the confectionary and soft drinks
international market.
World - wide Cadbury is one of the pre eminent names in confectionary with
impressive range of famous brands.
Quality has been the focus of the Cadbury business from the very beginning as
generations have worked to produce chocolate with that very special taste,
smoothness and snap, so characteristics of Cadburys chocolate.

CADBURY PRODUCTS
Cadbury's Dairy Milk (CDM)

Cadbury's Dairy Milk is the flagship brand of Cadbury's not only in India but
world wide. CDM is the single largest selling unit in India. It has annual sales to
the tune of Rs 200 crore. CDM not only accounts for 30 per cent of the total
chocolate market in value, but commands nearly 26 per cent in volume terms and
close to 30 per cent of Cadbury's annual turnover.
Moving from a predominantly adult positioning in the days of the legendary
dancing girl ad, to the teens and the tweens, when the Cyrus Broacha ads hit the
airwaves, CDM has made a long sweet journey. In spite of the new categories
being explored by Cadbury, its star brand remains Cadbury Dairy Milk (CDM)
which continues to corner almost 30 per cent of the chocolate market.
Cadbury's Temptation
Cadbury's Temptation is premium chocolate brand aimed for high value
consumption. Various variants available are Almond, Rum, Cashew & Orange.
Cadbury's temptation is priced at Rs. 40
Cadbury's Celebration
Cadbury India launched its premium Celebrations range, which contains traditional
Indian dry fruits wrapped in Dairy Milk chocolate. This gifting option combines
the pleasure of giving away dry fruits - which Indians traditionally consider a
premium, healthy gift - with chocolate. Cadbury now has 90 per cent market share
in this profitable segment.

PRODUCT REVAMPING & INNOVATIONS

Cadbury's chocolate brands registered double-digit growth in 2002, touching an
astounding 19 per cent in the second half of that calendar year. Getting the power
brands right was the first priority, so genuine re-launches of the products were
made.
However, the growth rate was declining after that. The growth went down from 19
per cent in 1999 to 12 per cent in 2000 to single-digits, with seven per cent in
2001. If it staged a smart recovery to nearly 10 per cent in 2002, it was largely on
the back of Chocki and the revamped power brands.
PRODUCT INNOVATIONS:
5 STAR
Consumer feedback suggested that the old 5 Star was too chewy, and people
complained of it sticking to their teeth. It was made softer and melted easily in the
mouth & introduced as 5 Star Crunchy.
PERK
Perk was made much lighter and the size of the bar increased to match Nestle's
Munch. Perk had been under fire from Nestle's deadly duo of KitKat and Munch,
but after the relaunch, its marketshare is two per cent more than KitKat's. And, the
five-year-old brand is now almost as big as the decades-old 5 Star in size, both in
the region of Rs 50-55 crore.
HEROES

Packaging innovation has played a vital role in revamping of various Cadbury's

brands. Heroes brand is simply a multi-pack with miniatures of all its most popular
brands in a single outer case.

NEW PRODUCT LAUNCHES

Rich Dry Fruit Collection For Gifting Festive Season
Cadbury Celebrations' Rich Dry Fruit
Collection - a range of premium chocolate gift boxes.
Available in attractive packs, the Collection caters to a premium gifting consumer
and is an ideal festive gift. It is a unique combination of the best Cadbury
chocolate and premium dry fruits and comes in four different formats each of
which is a mix of select premium dry fruits enrobed in rich Cadbury Dairy Milk
chocolate.

CADBURY'S CREATIVE LAUNCH

INTRODUCING CADBURY AS AN AFTER DINNER SWEET

 One of the biggest marketing strategy followed by Cadbury in India was

introducing Cadbury as an after dinner sweet. Indians are fond of having
dessert after their dinner. Cadbury aimed at replacing the traditional sweets.
Apart from its after dinner advertisement Cadbury targeted adults rather than
children. In most of its advertisements, the brand is endorsed and advertised
by adults rather than by children even though it basically sells chocolate.
Such type of advertisements have created a very wide range of consumers
for Cadbury. Its products are not limited to children alone. Adults like the
products of Cadbury as much as children do.
Another reason for Cadbury being such a successful brand was that it aimed
at replacing the traditional sweet custom so prevalent in India. Indians have
the habit of carrying sweets as gifts when they visit a friend or relatives.
Cadbury items became the new sweets. It was not only considered better but
also superior to carry Cadbury instead of the normal sweets. Cadbury also
aimed at selling in bulk during festive seasons such as diwali and rakhi.

CHAPTER 3
THEORATICAL VIEW

SWOT ANALYSIS
STRENGTH
Very strong brand equity in India.
Due to its 54 years presence in India has deep penetration 2100
distributors; 450,000 retailers, 60 mid urban (22%) customers.
Three sectors; Chocs (70% share), Confec (4%), food drinks (14% - leader
in brown segment).
Low cost of production due to economic of scale. That means higher profits
and / or more co petitioners. Better market penetration.
Second best manufacturing location throughout Cadbury Schweppes.
WEAKNESS
Poor technology in India compared to current international technologies
(Godiva, Mozart, Frazer, Dint, Naushans, etc...)
Ltd. Key products, only one central brand (CDM). Pralines range totally
wising in India.
Make in India tag once the economy opens up wore and imports rush in.
OPPORTUNITIES

Tremendous scope for per capita consumption (160 gms of 8 10 kg)

Increasing per capita national income resulting in higher disposable income.
Growing middle class and growing urban population.
Increasing gifts cultures.
Substitute to Mithais with higher calories/cholesterol.
Increasing departmental stores concept impulse @ at cash counters.
Globalization: optimal use of global Cadbury Schweppes.

THREATS

 Major :None. Due to low cost and highest brand equity, it is today in India.
Minor :Globalization will being in better brands for upper end of the market (Liest,
Monarch, Godiva, etc).

PEST ANALYSIS

P:

Since the budget range is decontrolled, no political effects are envisaged.

E:

1) increasing per capita income resulting in higher

disposable income
2) Growing middle class/urban population increase in
demand
3) Low cost of production better penetration

S:

1) Per capita consumption expected to increase fashion

2) Increasing gifts culture increase in demand
3) Lower cholesterol than mithais (sweet meat)
substitute demand

T:

Will have to reinforce technology to international levels

once India is a free economy .

4 PS OF MARKETING
PRODUCT
Satisfaction suffices. But delight dazzles the average company will compete for
customer by conforming to her expectation consistently. But the winner will
surpass them by constantly exceeding her expectation, delivering to her door step
additional benefits which she would never have imagined possible. Cadburys offer
such product. The wide variety products offered by the company include:

Chocolate & Confectionary

1) Dairy Milk
2) Fruit & Nut

3) 5 Star
4) Break
5) Perk
6) Gems
7) Eclairs
8) Nutties
9) Temptation
10) Milk Treat

Beverages

Food Drinks
1) Bournvita
2) Drinking chocolate
3) Cocoa

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 Cadburys 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.

Cadburys 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
Friut and Nut Rs. 22
Gems Rs. 10
Break Rs. 5
Nutties Rs. 18
Bournvita (500 gm) Rs. 104
Drinking chocolate Rs. 50

PLACE
The place means to identify the physical distribution of the product where the
product should be available for the customer at the right place, time and quantity. It
also consists of roles of channel for distribution.
For the success of any product in the Indian market, the product should be
introduced to the retail shelves. Buyers play an important role for its success rather
than brand and market shares. With the increase in technology and competitive
pressure, it is difficult to retain a unique product for a long period. The brand that
gets the greatest number of customers, sells the most products. Proper channels of
distribution also play an important role. If the product reaches the market at the

right time, only than will the consumer will have access to the products. Increases
in distribution and channel cost go together. Marketing cost of Cadbury is 18% of
its total cost which is higher as compared to Nestle and Parry.
PROMOTION
Effective advertising attracts and generates supporting feelings for any business. To
reach out to the consumers, communication plays an important. For the marketing
of any product, advertisement and promotions are the best means of
communication about the product to the end user. Cadbury does its promotions
through Televisions, consumer contact activity, etc.
SOME OF THE MOST FAMOUS MARKETING CAMPAIGNS OF CADBURY
ARE:
"Khane Walon Ko Khane Ka Bahana Chahiye" for Cadbury Dairy Milk
"Thodi Si Pet Pooja - Kabhi Bhi Kahin Bhi" for Perk
Cadbury gives special promotional offers during festivals like Diwali, Holi, etc.
and special occasions like Valentines Day. It continuously introduces new products
to maintain its brand and to expand its market share.

MARKET SEGMENTS
Market place includes different segments of customers having different needs and
wants. It can be classified as:
Geographic Segmentation: It is to divide the market on the basis of its
location, regions, towns, city or country.
Demographic Segmentation: It is most common basis of market
segmentation. This factor is directly related to the demand of the product and
it is easy to measure. It can be classified as age group of consumers, gender,
Life style, income of family etc.

 Psycho graphic Segmentation: it divides the consumer of the basis of social

class, lifestyle of consumers or personality. This helps the company to
examine the quality that how a person thinks, feels, and behaves.
Behavioral Segmentation: It divides consumer on the basis of their attitudes,
knowledge, response or uses to a product.
Considering all the above factors, Cadbury has targeted different segments within
the market as:
Break segment - some products are consumed during short breaks with
coffee and tea, for example snack range and Perk.
Desire segment - under this segment products are purchase on desire, for
example Cadbury's Dairy Milk, temptation etc.
Take home segment - this segment express the products that are purchased
from supermarkets and taken home for consumption, for example Bournvita.

CURRENT MARKETING STRATEGY USED BY CADBURY:

TO

ENCOURAGE

THE

CONSUMERS

CADBURY

USES

MANY

STRATEGIES. SOME OF THEM ARE AS FOLLOWS:

On Every Hand Everywhere: The customers demand flawless services from
the salesmen and they have to deliver that to the customers. Cadbury is the
market leader in confectionery and chocolates. Their sales team plays an
important role in the success. They regularly conduct surveys of consumer's
choice and requirements. They deliver the products not only in the super
markets but also in the small shops, so that every segment of the customers
can easily get their products. They also provide selling techniques.

 Growing with Emerging Markets: Revenue of the company grows with the
emerging markets. They continuously modify the products to fulfill the
requirement of all segments of consumers. This strategy leads them to a
growth of above 20% annually for the past three years.
A strong foundation: Since 1948, Cadbury is serving their products in India
and they have created a very strong tradition and leadership position. They
are the number one chocolate brand with a share of about 70%. Today only
one third of the population buys the chocolate so Cadbury is challenged to
introduce the pleasure of Cadbury to many peoples.
Growing with the market: To attract the broader range of consumers is the
main target the Cadbury. They created a base range of their acceptable
chocolate brands at more reasonable and affordable price. They also
introduced the gift range products for the customers segments with highincome group.
Functional advantage: Cadbury Bournvita was launched in India in 1948 and
it always required providing nutrition that helps in the development and
growth. Today the natural goodness of milk, chocolate and malt is prepared
with vitamins A, B1, B3, B6, B12 and C, plus protein, iron, calcium,
manganese, zinc, and folic acid. It is also known as "a cup of confidence".
Affordable luxury: Cadbury has increased their presence in the candy in the
form of halls and Cadbury dairy milk Eclairs. Eclairs became more popular
in the markets with a hotter climate. The consumers find the delicious taste
of chocolate in the middle that easily melts in the mouth and not in the hot

climate. It is also an affordable chocolate for everyone. The new Eclairs

Crunch is with more crispy caramel shell for hot climatic conditions.

THE CADBURY STORY

CADBURYS SUCCESS STORY
In 1984, John Cadbury founded U.K. company with one aim:- to create the highest
quality chocolate. By1969, when Cadbury merged with the soft drink giant.
Schweppes, Cadbury brands were already famous all around world.
Today Cadburys production are enjoyed in 120 countries, with 40 chocolate
confectionary brands, Cadbury dominated markets as far as the U.K. and Australia
thats why Cadbury have been dubbed The worlds BACHELOR chocolate
makers.
THE SECRET OF CADBURYS SUCCESS

What is the secret of Cadburys continuing success first theres the careful
selection of the finest coca beans from west Africa, as well as tasty hazel nuts from
Turkey and the fine sheet and choicest natural ingredient available to us anywhere.
Finally theres skillful marketing Cadbury always takes extreme care in selecting
and marketing the right range of product in every cause.

THE RIGHT PRODUCT, THE RIGHT PARTNERS, THE RIGHT

MARKETING, THE PROMOTIONAL BACK UP AND THE RIGHT
EMPLOYEES. THESE ARE THE INGREDIENTS IN CADBURYS
LATEST RECIPES FOR SUCCESS
Right from the stand Cadbury Dairy Milk Chocolate success has been based on 4
factors: Quality
Value for money
Advertising.

CADBURY MARKET IN INDIA

Currently, Cadbury India operates in five categories Chocolate confectionery,

Beverages, Biscuits, Gum and Candy. Some of the key brands are Cadbury Dairy
Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations, Gems, Halls, clairs,
Bubbaloo, Tang and Oreo. Its products include Cadbury Dairy Milk, Dairy Milk
Silk, Bournville,

5-Star,

Temptations,

Perk,

Gems

(a

version

of M&M's), Eclairs,Bournvita, Celebrations, Bilkul Cadbury Dairy Milk Shots,

Toblerone, Halls, Tang and Oreo.

It is the market leader in the chocolate confectionery business with a market share
of over 70% .On 21 April 2014, Cadbury India changed its name to Mondelez
India Foods Limited.

FACTORS FOR SUCCESS OF CADBURY INDIA

Extensive distribution network
Cadburys brands are available in over a million outlets across the country. The
distribution network directly covers almost the entire urban population.
Thecompany has invested significantly in building such an extensive network. The
company uses Information Technology to improve its logistics and distribution
competitiveness.

Cadbury has improved the distribution quality of its products with the installation
of refrigerators at several outlets. This helps in maintaining product quality in
summer, when sales usually dip due to the fact that the heat affects product quality
and thereby consumption.
Creation of strong brands
Cadbury owes its success to strong brand equity and resultant consumer preference
that it enjoys in India. The company has built strong brand equity through
consistently

high

product

quality,

relevant,

insightful

and

entertaining

communication. Cadbury has developed new channels for marketing its brands
such as Gifting and Snacking. The company places great emphasis in ensuring
display dominance at the pointof purchase.
Customisation of products for India
Cadbury India has spent time in understanding the Indian consumers. Leveraging
its 55 years of experience in India, the company has customised its products to the
Indian markets. It also offers products at affordable price points so as to increase
its market penetration.
Leveraging the India Advantages
Though, India contributes to less than 5 per cent of the global revenues today, India
is critical to the global strategy of the company.
Managerial Talent
Cadbury has begun recruiting management graduates in India to serve its global
operations.
Huge market potential

India offers huge market potential and is a priority market for Cadbury. The
company also leverages India as a manufacturing base for producing products for
the overseas market. Cadbury India has 4 company owned factories and as many
third

party

manufacturing

contractors.

It

also

has

wide

Sales

&

Distributioninfrastructure consisting of 33 depots managed by 4 regional sales

branches across India.

CHAPTER 4
CONCLUSION
CONCLUSION
In todays competitive business environment brands have assumed a role of
growing importance. They can differentiate a companys products and customer
loyalty, helping to sustain profitability in the long term. The Cadbury Dairy Milk
brand has evolved into a Megabrand incorporating a range of products each with
their own identity, but now under the Dairy Milk brand. This initiative is intended
to leverage the strength of the Cadbury Dairy Milk brand to the full. The strategy

involved a packaging and range refreshment strategy which has resulted in a

unified innovative Dairy Milk brand. Having exceeded initial sales tar gets by a
considerable margin, the strategy can be considered a success!
Cadburys strategy to attract consumers is somewhat unique in a sense, instead of
focusing on the product, it seeks to tap into emotions normally associated with
chocolates. They have also adapted their strategies to the unique demands of the
Indian retail sector. The strategy has clearly proved successful, as they have been
able to build and maintain a leadership position in the market with many loyal
customers.
Brand plays an important role for growth in today's competitive business
environment. It helps to maintain profitability in long run by differentiation in the
products and loyalty of customer. Cadbury Dairy Milk brand has developed its
Megabrand Product range having its own identity, but now they all comes under
the Dairy Milk brand. This proposal is planned to maximize the strength of the
Cadbury Dairy Milk brand. The strategy involved a packaging and range
refreshment strategy, which has resulted in a unified innovative Dairy Milk brand.
Having exceeded initial sales targets by a considerable margin, the strategy can be
considered a success! Branding is also one of the most important parts of any
business whether it is small or large, B2B or retail. An effective brand strategy
results into the major periphery in increasingly competitive markets. The
foundation of the brand is your logo, website, packaging and promotional materials
all of which should integrate your logo--communicate your brand.

RECOMMENDATIONS
Maintain dominance in chocolate, confectionery and market leadership in
blown drinks.
New channels such as gifting, child connectivity and value for money
offering to be the key growth drives.
Grow volume sales at least 20% p.a. over the next years.
Achieve the goal of best manufacturing location in Cadbury Schweppes
world for Dairy Milk and clairs.
One new major product launch every year.

BIBLIOGRAPHY
The top tier of the pyramid consists of the
Brand
br and core.
core

1 .david a. Aaker (1991), managing brand equity, the free press

2 .philip kotler (eighth edition) marketing management, prentice hall of india ltd.

http://www.cadburyindia.com/home/index.asp
http://en.wikipedia.org/wiki/Cadbury_plc

http://www.cadburyindia.com/brands/choco1.asp

A brandBrand
pyramidcorehttp://www.cadburyindia.com/home/index.asp
can help The
manager
stier
plan
identity.
top
Brand
tier
the
topThe
top
ofand
the
tieranalyse
pyramid
of thea brands
pyramid
consists
consists
of the The
brofand
the
core.
Brand
brofcore
and
pyramid consists of the br and core.
Closely related tobrand
these:values
proposition
the promise
is the

core.

cor

. Abrand
opportunities
brand
br andextensions
stretching
extension
and
for

The parent brand

Family
is alsobrand
knownnames
as an: