case studies of cadbury

8/10/2019 Case Studies of Cadbury

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MARKETING MISTAKES AND

SUCCESSES ON CADBURY

BY

KISHAN DHARMARAJAN

SIVA SHANKAR SELVAMURUGAN


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AGENDA INTRODUCTION

MISSION & VISION

OBJECTIVES

MARKETING STRATEGY

DEVELOPING BRAND IDENTITY

SWOT ANALYSIS

SHARES

COMPETITORS OF CADBURY

ISSUSES

SUGGESTIONS.


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INTRODUCTION

Cadburys is a British multinational confectionerycompany owned by Mondelez International.

It is a second largest confectionery brand in the world .

Cadbury is headquartered in Uxbridge in GreaterLondon and operates in more than 60 countriesworldwide.


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MISSION & VISION MISSION:

To promote social justice through grant making,research, influencing public opinion and policy andsupporting local communities.

VISION :

It is of a peaceful, equitable society, free fromdiscrimination and based on the principle of socialjustice for all.


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OBJECTIVES To become the worlds biggest and best confectionery

Company

To make lot of chocolate & improve the quality of theirchocolate

Have lot of stores world wide.

To be an outgoing company & achieve revenue growth

of 20% per year. Increase earnings by 15% annually & dividends per

share by 7% per year


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DEVELOPING BRAND IDENTITY-

BRAND PYRAMID


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SWOT ANALYSIS

STRENGTH

The topmost chocolate provider in the world. The brand is well known to people & they can easily

identify it from others.

Cadbury is well known force in marketing and

distribution. Users have a positive perception about the qualities of

the brand.


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SWOT ANALYSIS

WEAKNESS:

It has been relatively high price brand , which isturning the price conscious customer away.

People avoid having their chocolate thinking about theegg ingredients.


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SWOT ANALYSIS

OPPURTUNITIES:

The chocolate market has seen one of the greatestincreases in the recent times.

There is a lot of potential for growth and a hugepopulation who do not eat chocolates even today that

can converted as new users.


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SWOT ANALYSISTHREATS:

There exists no brand loyalty in the chocolate market

and consumers frequently shift their brands. New brands are coming and existing are introducing

new variants to add up to an

already overcrowded market.


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SHARES Cadbury was market leader in chocolate business

Its market shares were of over 70%

Cadbury rank in top mosttrusted brand list

It hold 30% of shares inIndian chocolate market


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COMPETITIORS OF CADBURY There are no many competitors in the confectionary

industry that Cadbury is Competing with.

The other competitors are small compared to Cadburyand therefore the

level of competition is

expected to be a bit low.

Nestle,Hershey are maincompetitiors of cadbury.


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ISSUESA halal checkconducted by the Malaysian Health

Ministry turned up the pig DNA, leading to a nationaloutcry against the British multinational.

Religious leaders have called for Cadbury to be fined oreven banned from Malaysia.
http://www.aljazeera.com/news/asia-pacific/2014/05/cadbury-malaysia-pork-dna-investigation-20145285338869260.htmlhttp://www.aljazeera.com/news/asia-pacific/2014/05/cadbury-malaysia-pork-dna-investigation-20145285338869260.htmlhttp://www.aljazeera.com/news/asia-pacific/2014/05/cadbury-malaysia-pork-dna-investigation-20145285338869260.htmlhttp://www.aljazeera.com/news/asia-pacific/2014/05/cadbury-malaysia-pork-dna-investigation-20145285338869260.htmlhttp://www.aljazeera.com/news/asia-pacific/2014/05/cadbury-malaysia-pork-dna-investigation-20145285338869260.html


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ISSUES Countering the worm controversy.


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SUGGESTIONS Bring out new products for health conscious people.

Choco-biscuits should be introduced.

Special chocolates for christmas should be introducede.g. rum,champagne flavored.

New flavors like strawberry ,orange,vanilla,etc.

Planned obsolescence.


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THANK YOU

case studies of cadbury

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