NAME SUBHRA CHOWDHURY COURSE PGDBM (Mktg) JAYANTA GHOSE FACULTY DATED 09/12/2003

Cadbury has been the 'first name in chocolate' since John Cadbury opened his first shop in the centre of Birmingham in 1824. The years that followed have seen the company grow in to the worldwide organisation it is today, employing thousands of people and making some of the world's favourite chocolate products.

First introduced in to the UK market in 1905! Cadbury Dairy Milk has a unique flavour and texture and has become a firm favourite all over the world Milk chocolate was first made by the Cadbury Brothers in 1897, but by today's standards was a very coarse dry product made by blending milk powder with cocoa and sugar. The milk chocolate market was then dominated by the Swiss who produced a superior product by using condensed milk. In the early 1900s George Cadbury was determined to meet the Swiss challenge and, together with the Bournville experts, started to research new recipes and production methods. By June 1904 the recipe was perfected, and by 1905 a delicious new milk chocolate made with full cream milk, and containing far more milk than any previously known product was ready for production. Although considerable technological advances have since been made in the production processes, the Cadbury Dairy Milk recipe is still basically the same as it was in 1904.

Our Products Cadbury Dairy Milk History

Milestones

1904 A new recipe is perfected by George Cadbury for milk chocolate. 1905 Cadbury launch Dairy Milk onto the market - a new milk chocolate that contains far more milk than anything previously tasted. 1913 Dairy Milk becomes Cadbury's best selling line. Mid 1920s Dairy Milk becomes UK brand leader - a position it has held ever since. 1928 The "Glass and a half" advertising slogan is introduced, along with Cadbury Dairy Milk Fruit & Nut - the delicious Dairy Milk chocolate with Almonds & Raisins 1933 Cadbury Dairy Milk WholeNut containing hazelnuts is launched

THE WHOLE CDM RANGE

You can enjoy Dairy Milk in many different ways including as miniatures, snack size multiple packs, treat size in bags, pocket packs, standard bars, 125g, 200g or 400g bars (for sharing, of course!), or as giant 1kg or 1.25kg bars. Cadbury Dairy Milk is enjoyed in over 30 countries. TheChocolate, The Choice"There are now 10 varieties of Cadbury Dairy Milk bars in the range.

1. Cadbury Dairy Milk Biscuit 2. Cadbury Dairy Milk 3. CadburyDairyMilk with Caramel 4. Cadbury Dairy Milk Bubbly 5. Cadbury Dairy Milk Crispies 6. Cadbury Dairy Milk Crunchie 7. Cadbury Dairy Milk Fruit & Nut 8. Cadbury Dairy Milk Mint 9. Cadbury Dairy Milk Turkish 10. Cadbury Dairy Milk WholeNut

PRICING OF CADBURY DAIRY MILK

CADBURY DAIRY MILK BAR
CADBURY DAIRY MILK: A glass and a half of full cream milk in every half pound of this rich, creamy milk chocolate bar.
CARAMALLO DAIRY MILK: Milk Chocolate with Caramel Center

QUANTITY

PRICE

13G, 25G, 42G, Rs5, Rs10, 105G. Rs16, Rs40.

43G, 105G. 45G, 85G, 100G. 44G Rs16, Rs40. Rs25, Rs40, Rs50. Rs22

WHOLE NUT (HAZEL NUT): Cadbury's dairy milk

chocolate with whole hazelnuts.

FRUIT & NUTS:

Cadburys dairy milk with hazelnut and raisins. Are you a Cadburys fruit and nutcase?

PLACE PLACE
Cadbury is a major global company which manufactures, markets and distributes its branded products in over 200 countries around the world. Cadbury now has factories all over the world - Australia, New Zealand, Malaysia, India, Indonesia, Japan and several countries in Africa. Cadburys core markets are currently in the UK, Ireland, Australia and New Zealand. The Cadbury brand is very well known in these markets and consumers have established patterns of chocolate consumption.

Cadbury Dairy Milk are sold in each & every parts of India.
The sales volume may varies due to different range of products. The Primary & secondary Sales Targets are different in different parts of the country. Today, Cadburys chocolate, manufactured in Ireland, is exported to over 30 countries all over the world including the UK, Canada, Spain, Portugal, South Africa, Asia, The Middle East, Cyprus, Bahrain, Israel, Kuwait, Saudi Arabia, Holland, USA, Canary Islands, Bahamas, Czech Republic, Bermuda, Jamaica, Colombia, and Costa Rica

PROMOTION
Methods of promotion :
Advertisement in TV, news papers, magazines. Hoardings, banners. Sponsorship of tournaments. Participating in different fair. The new campaign has been launched in tandem with the old award-winning CDM campaign (`Kuchh khaas hai...') and the media strategy is to let the two co-exist towards a common vision: ``Providing a Cadbury in every pocket''.

With the launch of the new colloquial advertising campaign `khaanein waallon ko khaanein ka bahana chahiye' for its flagship brand, Cadbury Dairy Milk (CDM), featuring MTV VJ Cyrus Broacha, Cadbury India is aiming to ``substantially'' increase penetration level of the chocolate category in the next few years. Consumers are invited to 'Txt 4 Gold' when they buy one of ten Cadbury brands including Dairy Milk, Crunchie, Caramel and Boost. Inside each special pack is a code, related to a Commonwealth Games event. Consumers simply text the code to the phone number printed inside the wrapper, which replies with a Win or Lose message.

SEGMENTATION
Cadbury's flagship brand has a broad consumer base with all ages and types of people buying into its portfolio (Dairy Milk, Whole Nut and Fruit'n'Nut).

Impulse Markets: These products are most

often purchased on impulse, eating there and then. They include products such as Cadbury's Twirl, Moro,Starbar,Crunchie, Fuse and Dairymilk.

Take Home Markets: Describes productsthat

are normally purchased in supermarkets, taken home and consumed at a later stage. e.g.I need something for the lunchbox

Gifts Usage Market: Boxes of chocolates and

other products purchased for gift occasions(birthdays, Christmas,Easter, Valentines, Mothers and Fathers Day etc.)

Cadbury's wanted to reflect in the brand's Dreamto women in the 25 years to 34 years category.The key elements to femaleconsumers seeking style, confidence, sophistication and self-assuredness in their lifestyles.

POSITIONING
Positioning is what you do in the mind of prospect
UKs number one confectionery brand
A full glass and a half of real full cream milk goes in to every half pound of chocolate. Currently priced at a premium of 10% over the staple Cadbury Dairy Milk (CDM), the product extension aimed at positioning chocolates as a product adults were comfortable to be seen eating, instead of one merely for children.Theoretically, the strategy made sense. CDM must build on the brand equity through a premium marketing strategy that reflects in the media communication and positioning as well. Tiny little bits of fun for everyone to share.A mix of Cadbury bars is ideal for informal everyday sharing. Includes Cadbury Dairy Milk, Cadbury Dairy Milk with Caramel, Cadbury Dairy Milk Whole Nut, Twirl, Time Out, Dream, Fudge, Crunchie, Picnic, Nuts About Caramel. Consumers love the brand its perceived as more fun, up-to-date and great for younger people. The positioning of the brand has been brought to life by the 'Friday Feeling' idea

It is love with a lighter touch, a spontaneous token of affection.

STRENGTH
Cadbury a timeless symbol of good fortune, love and appreciation. Absolutely Pure, Therefore Best. The purple colour is synonymous with Cadbury and quality. Cadbury's strength lies in its strong distribution network, dominant position in the domestic market. Every bite brings happiness to our mouth! Whenever a person think about Cadbury it feels nice, mouthwatering, tasty.

Cadbury is very good in terms of value for money, packaging & quality of product.
People buy particularly Cadbury dairy milk brad because of its flavour. Whenever a person goes to a shop to buy chocolate, the first things that he utters from his mouth is To give me Cadbury chocolate. Cadbury grew from strength to strength with new technology being introduced to make the Cadbury confectionery business one of the most efficient in the world.

WEAKNESS

There are no special promotions for rural areas.

opening up new markets and widening distribution reach is not very widened market share is very low and so they can not actively introduce new products and aiming at new segments. the number of retail outlets is not too much. CADBURY DAIRY MILK has high fat, saturated fat, and cholesterol which cause certain diseases and detoriate our healthy weight. The volumes were way below target. In some place Weights and Measures & labelling on the products is no up to the point the brown drink segment had been losing steadily to the white drinks segment was because they were positioned as taste enhancers.

OPPORTUNITY

Cadbury today is the market leader in the UK chocolate confectionery

market, employing the most advanced processing technology and management information and control techniques. But it has chance to become no.1 chocolate in India. Different products with an affordable price can hold good command over the market. Cadbury can be used in different sectors due to its varied product category. In order to keep this position the company is launching more types of products. Cadbury make a buying process more convenient or efficient Eg Consumer are now use the internet to find the pricing with a few clicks In 1987, Cadbury noticed that the behaviour of consumers in two different segments of the market was changing. Certain brands that were traditionally seen by consumers as bars were extending their appeal into the biscuit segment of the market. Cadbury very quickly identified this as an opportunity to design and develop a product that could appeal to both the bar and biscuit segments of the market.

THREAT
In world market the true competitor of Cadbury is:Nestle- Rowntree: KitKat (1937)its a biscuitits a barSales: 11 million Irish pounds Mars Corporation: Twix (1968)Whenever there is a snack gap, Twist fits.Sales: 6.5 million Irish poundsJacobs Club Milk (1900)If you are going to have a cuppa, have a Club.Sales: 5 million Irish pounds

The company has been facing competition with the entry of Nestle into
chocolate manufacture, which will further intensify when Mars and Hershey's enter India.
Cadbury chocolates put on OGL and so competitive pressures are likely to increase. Increasing competition puts pressure on advertisement budget and margins.

New products from competitors could cause problems to Cadbury's as they could begin to lose their market share.
The pricing on their products is too high Cadbury's could lose sales if a competitor was to launch a new product to rival Cadbury's best sellers. Healthier options could cause problems to Cadbury's with trends tending to favors the new healthier options. There is a variety of different social influences, which could affect the consumer, and in turn Cadbury's. A good example of this is the change in eating habits. The primary and secondary research both show that consumers are moving towards healthier eating habits. The research shows people want a healthy breakfast cereal.