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.

In India, 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.

Our core purpose "make today delicious" captures the spirit of what we are trying to achieve as
a business. We 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, we 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, Éclairs 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.
.

CADBURY WORLDWIDE :
The combination of Kraft Foods and Cadbury creates a global powerhouse in snacks, confectionery and
quick meals. We are currently the world's No.1 confectionery and biscuit company. We are also the
world’s second-largest food company with sales in approximately 160 countries. We employ
approximately 140,000 people.

Heritage: We have come a long way since J.L Kraft started selling cheese from a horse drawn wagon in
1903. Hard work, imagination and commitment to bring the world its favorite foods has helped us grow
into a company that touches more than a billion people in 160 countries. Everyday. One at a time.
Some fast facts on the combined company:

Our Global Reach :

 approximately $50 billion in revenues
 25%+ of global revenue from emerging markets
 #1 in global confectionery
 #1 in global biscuits
 More than 50% of global revenue from snacks and confectionery

Our Brand Portfolio

 11 brands with more than $1 billion in revenue
 70+ brands with more than $100 million in revenue
 40+ brands over 100 years old
 80% revenue from #1 share positions

CHOCOLATE :

o Cadbury Dairy Milk

The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K.,
but the journey with chocolate lovers in India began in 1948.

The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of Cadbury
Dairy Milk.

The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury Dairy Milk
with a variety of ingredients and are very popular amongst teens & adults.

CADBURY CAMPAIGNS:

Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has
participated and been a part of every Indian's moments of happiness, joy and celebration. Today,
Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.

In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for children. In
the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign, shifting the
focus from `just for kids' to the `kid in all of us'. It appealed to the child in every adult. And Cadbury
Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings'.
The 'Real Taste of Life' campaign had many memorable executions, which people still fondly
remember. However, the one with the "girl dancing on the cricket field" has remained etched in
everyone's memory, as the most spontaneous & un-inhibited expression of happiness.

This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad Club,
Mumbai) awards.

In the late 90's, to further expand the category, the focus shifted towards widening chocolate
consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye' campaign.
This campaign built social acceptance for chocolate consumption amongst adults, by showcasing
collective and shared moments.

More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with celebratory
occasions and the phrase "Pappu Pass Ho Gaya" became part of street language. It has been adopted
by consumers and today is used extensively to express joy in a moment of achievement / success.

The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious Cannes
Advertising Festival 2006 for 'Best use of internet and new media'. The idea involved a tie-up with
Reliance India Mobile service and allowed students to check their exam results using their mobile
service and encouraged those who passed their examinations to celebrate with Cadbury Dairy Milk.

The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated Marketing
Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global benchmark for
effective advertising campaigns) awards.

 Cadbury Dairy Milk launches a new campaign "Shubh Aarambh"

Mumbai, July 2, 2010: Cadbury Dairy Milk (CDM), the flagship brand of
Cadbury India, launched a new campaign, “Shubh Aarambh” today. This campaign is based on the
concept of the Indian tradition of having
something sweet before every auspicious occasion, with the belief that it leads to a favorable outcome.
Over the years, CDM has been a special part of every Indian's moments of happiness, joy and
celebration. This year, for the first time ever, CDM urges consumers to also enjoy their much loved
chocolate before embarking on an important task, in anticipation of a successful outcome.
 o CADBURY 5 STAR:

A leading knight in the Cadbury portfolio and the second largest after Cadbury Dairy Milk with a
market share of 14%, Cadbury 5 Star moves from strength to strength every year by increasing its
user base.

Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside, Cadbury
5 Star has re-invented itself over the years to keep satisfying the consumers taste for a high quality &
different chocolate eating experience.

Cadbury 5 Star & Cadbury 5 Star Crunchy now aim to continue the upward trend. This different and
delightfully tasty chocolate is well poised to rule the market as an extremely successful brand.

o CADBURY PERK:
Cadbury Perk in 1996. With its light chocolate and wafer construct, Cadbury Perk targeted the casual
snacking space that was dominated primarily by chips & wafers. With a catchy jingle and tongue in
cheek advertising, this 'anytime, anywhere' snack zoomed right into the hearts of teenagers.

Raageshwari started the trend of advertising that featured mischievous, bubbly teenagers getting out of
their 'stuck and hungry' situations by having a Cadbury Perk. Cadbury Perk became the new mini snack
in town and its proposition "Thodi si pet pooja" went on to define its role in the category.

In the new millennium, Cadbury Perk moved beyond just owning 'hunger' to a "Kabhi bhi kaise bhi"
position, because the urge for Cadbury Perk could strike anytime and anywhere. With the rise of more
value-for-money brands in the wafer chocolate segment, Cadbury Perk unveiled two new offerings -
Perk XL and XXL.

The temptation to have more of Cadbury Perk was made even greater with the launch of Cadbury Perk
Minis in 2003 for just Rs. 2/-

In 2004, with an added dose of 'Real Cadbury Dairy Milk' and an 'improved wafer', Perk became even
more irresistible. The product was supported in the market with a new look and a new campaign. The
advertisement spoke of the irresistible aspect of the brand, with 'Baaki sab Bhoola de' becoming the
new mantra for Cadbury Perk.

Cadbury Perk advertising has been a launch pad for Bollywood stars - Preity Zinta, Raageshwari,
Gayatri Joshi and Amrita Rao, were all Perk models before they made it big on cinema screens.
  Cadbury 'Ulta Perk' perks up Indian cocoa confectionary market

October 5, 2007: Cadbury India today announced the launch of ‘Ulta Perk’, in order to strengthen its
portfolio in the fast-growing wafer- confectionary market. Most of us have been enjoying the
chocolaty wafer taste of Perk since more than a decade. Just when you thought that a simple wafer
confectionary could not innovate itself, Cadbury India brings ‘Ulta Perk’, an innovative ‘Wafer
outside, choco-cream inside’ product to the retail stores around you. ‘Ulta Perk’ will be available
across retail stores in key cities and is priced at Rs. 5 only. The product is targeted towards
teenagers and youth.

 Mumbai, 09 March 2009: Cadbury India's iconic youth brand Cadbury Perk has
geared itself for a new look!

The company has roped in budding actress Genelia D'Souza (of Jane Tu, Ya Jana Na… fame) as
the Cadbury Perk brand ambassador to mark the re-launch of Cadbury Perk and has also added an
interesting new variant Perk Poppers to its portfolio.

Perk & Perk Poppers encased in new attractive wrappers, have met the ideal match with the
bubbly and effervescent Genelia D’Souza. Confirming the development, Sanjay Purohit, Director -
Marketing Cadbury India said "Genelia's connect with the youth and the fact that she has grown up
on Cadbury Perk made the task of identifying a new face easier. She embodies youthfulness and
brand connect in a unique and powerful manner."

o CADBURY DAIRYMILK ECLAIRS:

Éclairs was first discovered by a local confectionery firm in London, England in the 1960s. The firm then
became part of Cadbury in 1971making Cadbury Eclairs the second largest brand in the company.

The experience of eating a Cadbury Dairy Milk Eclair is truly unique because of its creamy caramel
exterior and rich Cadbury Dairy Milk chocolate at the center. In 2006 Cadbury Dairy Milk Eclairs
launched a crunchy Eclair with a hard caramel outside and delicious Cadbury Dairy Milk chocolate
inside called Cadbury Dairy Milk Eclairs Crunch.

Eclairs advertising over the years have talked about the mesmerizing taste of Eclairs because of the
Cadbury Dairy Milk chocolate it contains at its center. The 'Kar De Dil Pe Jadoo' campaign illustrated
this in a youthful
college context. The Eclairs Crunch variant has also had an encouraging response from both teens and
pre-teens. Currently, the chewy and the crunchy variants are both enjoyed by the Eclair consumer.
o CADBURY GEMS :
Cadbury Gems occupies a very special place in the hearts of kids; present and past. Its unique shape, size,
colours and format instantly set it apart. These tasty, colourful, chocolate buttons have become an integral
part of the lives of both children and adults. Launched in 1968, Cadbury Gems has captured the fancy of
children for more than 4 decades now. Since the Eighties, Gems is uniquely positioned because of its
chocolate taste, colorful buttons and multiplicity. Simply put, eating Gems brings happiness, fun and
mischief to a kid's world. Which is why, Cadbury Gems has always had Fun and Masti as the proposition in
all its communication.

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.

In 2006, Gems gave kids another reason to rejoice by giving them an option of consuming their favourite
Gems chocolate together with a fruit flavour - Fruity Gems was launched and offered fruit flavours along
with the taste of Gems.

In 2009, with a better understanding of older Kids, Colour was chosen as the magical element to ignite the
imagination of kids and increase their affinity with Gems. To bring alive the delight of colours, Gems came
up with the concept of a black-and-white panda which, after eating Gems, became a Coloured Panda. The
Coloured Panda has now become an icon for Gems.

The world of the Coloured Panda promises unexpected and exciting fun which doesn’t exist in an otherwise
routine world. Cadbury Gems is now positioned as ‘RANGEEN PANDA KI RANGEEN PASAND’

SNACKS:

 CADBURY BYTES
Cadbury Bytes was launched in 2004-05 as Cadbury's foray into the rapidly growing packaged snack
market.

Cadbury Bytes is a one of a kind snack, in that it is sweet and not salty, as compared to most of the
other snacks. It's a bite sized snack with a crunchy wafer and rich Choco cream filling. There are three
variants of Bytes available in the market - Regular, Coffee and Strawberry, at two price points- Rs 5 and
Rs 10.

Cadbury Bytes is targeted at teens as they are the largest consuming segment of packaged snack
category. They are also the gateway to the family, especially for a new sweet snack.
With Bytes, Cadbury has entered into a new category with well entrenched and established brands. It is
an exciting challenge for us to take the brand forward and make it a stupendous success.

Cadbury Bytes is positioned as the 'only sweet snack' in the world of salty snacks. The proposition we
have arrived at is "Snacking ka Meetha funda", where we take a pot-shot at other snacks, by saying
`Har snack nankeen nahi hota'. The product is all about breaking a cliché and teenagers identify with
breaking stereotypes. The new commercials- 'Tommy' and 'Villain', talk about breaking the stereotype.

 CADBURY BOURNVITA
The brand has been an enduring symbol of mental and physical health ever since it was launched in
1948. It is hardly surprising then, that Bournvita enjoys a major presence in the Malt Food market.
Given its market share of 17%, Cadbury Bournvita reaches across hundreds of cities, towns and
villages through 3,50,000 outlets in India.

It is a universal truth that mothers attach a lot of emotional importance to nourishment while bringing up
their children. However, children always look out for the tastiest option to make their daily dose of milk
more enjoyable.

Cadbury now offers two options to capture this appeal: Cadbury Bournvita, with its popular chocolate
taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich chocolate and caramel
flavour of Cadbury 5 Star.

During the '70s the communication centered on 'Good upbringing' and Bournvita became an essential
building block for childhood. "Goodness that grows with you" was the campaign idea that
communicated this thought.

In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with the more aggressive "Brought up
right, Bournvita bright" campaign, which was very successful during its time.

In the early '90s all brands in the category provided purely physical benefits like nourishment, energy
and growth. It was at this time that Bournvita decided to raise the bar by promising physical and mental
benefits. This resulted in the famous Tan Ki Shakti, Man Ki Shakti Campaign which became an anthem
for the brand.
  HALLS:
Halls accounts for 50% of international cough drop sales and is the leading sugar confectionery
brand in the world. In 1930’s, the Hall brothers invented its Mentho-Lyptus formula, using a
combination of menthol and eucalyptus, and began producing cough drops. The cough drops were
introduced into the US during the mid-1950s. Warner-Lambert recognised the potential of the
product and acquired Halls in 1964. In 1971, Warner Lambert began selling Halls under the Adams
family, and the first national television campaign was aired in the US & the results were a
resounding success.

Halls was first launched in India in 1968 & soon established itself as a ‘therapeutic’ candy competing in
the cough lozenge market. Halls has been sold in India as part of the Pfizer & Warner Lambert
networks before it came into the Cadbury fold in 2003 as part of a global merger with Adams
Confectionery.

Halls has had a colourful advertising history in India & was infact, one of the earliest brands to advertise
on television in India. In the 1980’s, Ad’s featuring Meenakshi Sheshadri and later, Vijeta Pandit on its
unique ‘vapour action’ formula with a classic Halls Jingle were aired which established the brand firmly
in the market. In the 90’s, Halls advertising adopted a different take with its ‘Traffic Jam’ Ad where Halls
restores order to a situation of chaos & the early 2000’s saw Halls advertising on the ‘refreshment’
platform.
Halls continues to be one of the leading mint brands in India even in the changed competitive context.

• Halls is marketed in 24 different countries around the world & is offered in over 26 flavors.
• Halls produced the largest sweet in the world in 1964. Weighing 76kilos, the sweet was put on
exhibition in New York.
• Halls accounts for more than 50% of international cough drop sales.
• In 2002, people consumed 100,000 tons of Halls!

 CADBURY BUBBALOO
Cadbury India has expanded its confectionary portfolio in 2007 by foraying into the Bubble gum category
with the launch of Bubbaloo Bubblegum- a successful bubblegum brand from its international portfolio.

Bubbaloo is an innovative soft bubblegum with a centre filled liquid.

It is filled with a high level of a great tasting fruit flavoured liquid that floods your mouth instantly.

Bubaloo is currently available in two yummy flavors- Strawberry and Mixed Fruit.
The communication focuses on the "fun filled liquid centre " of Bubbaloo and is anchored by “Bubba- the
cat”, the international mascot for the brand Bubbaloo.
 MARKETING
MANAGEMENT
ASSIGNMENT

BRANDING STRATEGY

EKTA CHAUHAN
PGDM IB
ROLL NO. - 03