REEMA THAKUR -49 NIDHI MADHOK -23 POOJA VED - 54 ROMA KARNANI - 17 DRUMIL UPADHYAY -52 PRASANNA DAREKAR -03

GROUP MEMBERS

Evolution of Cadbury's

Inception in India in the year 1948

India’s leading confectionary manufacturer

Cadbury India operates in five categories

Cadbury India ltd. Is a part of the Kraft foods group

Enjoys the value of highest market share

Cadbury is the no. 1 confectionary company in the world

REAL TASTE OF LIFE……..

COMPANY PROFILE

FUNCTIONAL DEPARTMENTS

REAL TASTE OF LIFE……..

Cadbury's focuses mainly on the following departments :-

Cadburys HR department

Cadbury FINANCE department:

MARKETING department

R & D Department

PRODUCTION department

MERGER

The real taste of life

World’s NO 1 Biscuit

Product Launch After The Merger

TASTE OF LIFE……..

KRAFT FOODS INC

Kraft foods inc. Is an American confectionery

Food and beverage corporation.

It markets many brands in more than 155 countries

It deals with various sectors

Hurdles to enter in Indian market

TASTE OF LIFE……..

revenue synergies

Huge market share

successful product launch

cost savings

revenue synergies

Huge market share

successful product launch

Fear of complete makeover

Risk of diminishing Cadbury's brand

Disagreement for the brand name

ADVANTAGES x DISADVANTAGES

MERGER

STRATEGIES INJECTED BY CADBURY’S

PRODUCT STRATEGY

BRANDING STRATEGY

PROMOTIONAL STRATEGY

ADVERTISING STRATEGY

PRICING STRATEGY

TASTE OF LIFE……..

PRODUCT STRATEGY

Product reach

Affordable price

Suitable for all age group

Variations in packing

Sustainable

USES TQM

BRANDING STRATEGY

Origin of cadbury’s “bournville” “Dark chocolate”

BOURNVILLEOREO

“You just don’t eat an oreo you indulge in it & enjoy it”

“You Don’t buy a bournville

YOU EARN IT “

BOURNVITA

•“Tayari jeet ki”

ADVERTISING STRATEGYKUCH

MEETHA HO JAYE

KHANEWALO KO KHANEKA BAHANA

CHAHIYE

SHUBH ARAMBH

PAPPU pass HOGAYA

PEHLI TARIK HAI

Faces Associated

Raksha bandhan

DIWALI

CADBURY’S FOLLOW CUSTOMS & TRADITIONS

SURVEY Halls

DairymilkPerk 5star

Gems BournvitaBournvita Tang

Dairymilk 5Star Nutties

Temptation Celebrations Bournville

OREO CADBURY Silk

PRICE RANGE

High range Mid range Low range

PRICING STRATEGY

Cadbury’s price is

“ECONOMICAL”

1.DISTRIBUTION NETWORK2.MARKET SHARE3.AGGRESSIVE MARKETING4.RICH PRODUCT MIX5.INDIA’S NO1 CONFETIONERY 6.MANUFACTURER

1 . LITTLE PENETRATION IN RURAL SECTOR

1 . RISE IN THE COST OF CHOCOLATE & DAIRY PRODUCTS2 . ENTRY OF MANY FOREIGN PLAYES

1 . CO- BRANDING WITH OTHER MANUFACTURERS OF FOOD AND DRINK

SWOT

STRENGTH’S

WEAKNESS

THREAT’S OPPORTUNITIES

Chocolates46%

Hard-boiled candies18%

Eclairs & toffees18%

Chewing gums7%

Lollipops2%

Bubble gum3% Mints and lozenges

7%

CONFECTIONERY INDUSTRY MARKET SHARE

Cadbury Hits The Worm Controversy

“CADBURY “ faced tough times as the business environment for its chocolates became increasingly negative.

PROBLEMS :- Controversy blew up at the festival season In 2002 it was reported by customers that they found worm in the Cadbury bar.

CAUSES : - Improper storing by retailers Weak packaging

IMPACT : - Rise in price of raw materials and dairy products Seizure of production in Mumbai

“SWEET COMEBACK” OF CADBURY'S

ACTIONS TAKEN

Replaced the batch of 2002

Proper product packaging

Purity seal

“Testimonial“ by a great celebrity Amitabh Bachan!!

SUGGESTIONS

HEALTHY PRODUCTS

CHOCO BUSCUITS

SUBSTITUTE TO MITHAI

SHOULD USE INDIAN ADS

CHOCOLATE BOUTIQUE

VARIETY OF FLAVOURS

COMPILED BY - : REEMA NIDHI PRASANNA

COMPILED BY - : DRUMIL POOJA ROMA

THANK YOU