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Vision and Mission Statement

Vision: "Working together to create brands people love"

Cadburys mission statement Says simply, Cadbury means quality; this is our promise. Our reputation is built upon

quality; our commitment to continuous improvement will ensure that our promise Mission Statement 0f the product:

The mission statement of our new product is To provide our customers with a temptingand exquisite taste as Enticing Treats means a mouth watering treat which is simply

irresistible.


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Products

Cadburys 6 major PRODUCTS :

CONFEC

TIONERY

DESSERTS

BEVERAGES

GUMSCANDY

SNACKS


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Major chocolate brands produced by Cadbury include thebars DairyMilk, Crunchie, Caramel, Wispa, Boost, Picnic, Flake, CurlyWurly, Chomp, and Fudge; chocolate Buttons; the boxed

chocolate brand Milk Tray; and the twist-wrappedchocolates Heroes.

As well as Cadbury's chocolate, the company alsoowns Maynards and Halls, and is associated with several typesof confectionery including former Trebor and Bassett's

brands or products such as Liquorice Allsorts, JellyBabies, Flumps, Mints, Dolly Mix, Black Jack chews, Tridentgum, and Softmints.

Products
http://en.wikipedia.org/wiki/Cadbury_Dairy_Milkhttp://en.wikipedia.org/wiki/Cadbury_Dairy_Milkhttp://en.wikipedia.org/wiki/Crunchiehttp://en.wikipedia.org/wiki/Cadbury_Caramelhttp://en.wikipedia.org/wiki/Wispahttp://en.wikipedia.org/wiki/Boost_(chocolate_bar)http://en.wikipedia.org/wiki/Picnic_(chocolate_bar)http://en.wikipedia.org/wiki/Flake_(chocolate_bar)http://en.wikipedia.org/wiki/Curly_Wurlyhttp://en.wikipedia.org/wiki/Curly_Wurlyhttp://en.wikipedia.org/wiki/Chomp_(chocolate_bar)http://en.wikipedia.org/wiki/Fudge_(chocolate_bar)http://en.wikipedia.org/wiki/Cadbury_Dairy_Milk_Buttonshttp://en.wikipedia.org/wiki/Milk_Trayhttp://en.wikipedia.org/wiki/Heroes_(confectionery)http://en.wikipedia.org/wiki/Maynardshttp://en.wikipedia.org/wiki/Liquorice_allsortshttp://en.wikipedia.org/wiki/Jelly_babyhttp://en.wikipedia.org/wiki/Jelly_babyhttp://en.wikipedia.org/wiki/Flump_(sweet)http://en.wikipedia.org/wiki/Mint_(candy)http://en.wikipedia.org/wiki/Dolly_Mixhttp://en.wikipedia.org/wiki/Black_Jack_(confectionery)http://en.wikipedia.org/wiki/Trident_(gum)http://en.wikipedia.org/wiki/Trident_(gum)http://en.wikipedia.org/wiki/Trident_(gum)http://en.wikipedia.org/wiki/Trident_(gum)http://en.wikipedia.org/wiki/Black_Jack_(confectionery)http://en.wikipedia.org/wiki/Dolly_Mixhttp://en.wikipedia.org/wiki/Mint_(candy)http://en.wikipedia.org/wiki/Flump_(sweet)http://en.wikipedia.org/wiki/Jelly_babyhttp://en.wikipedia.org/wiki/Jelly_babyhttp://en.wikipedia.org/wiki/Liquorice_allsortshttp://en.wikipedia.org/wiki/Liquorice_allsortshttp://en.wikipedia.org/wiki/Liquorice_allsortshttp://en.wikipedia.org/wiki/Maynardshttp://en.wikipedia.org/wiki/Heroes_(confectionery)http://en.wikipedia.org/wiki/Milk_Trayhttp://en.wikipedia.org/wiki/Cadbury_Dairy_Milk_Buttonshttp://en.wikipedia.org/wiki/Fudge_(chocolate_bar)http://en.wikipedia.org/wiki/Chomp_(chocolate_bar)http://en.wikipedia.org/wiki/Curly_Wurlyhttp://en.wikipedia.org/wiki/Curly_Wurlyhttp://en.wikipedia.org/wiki/Flake_(chocolate_bar)http://en.wikipedia.org/wiki/Picnic_(chocolate_bar)http://en.wikipedia.org/wiki/Boost_(chocolate_bar)http://en.wikipedia.org/wiki/Wispahttp://en.wikipedia.org/wiki/Cadbury_Caramelhttp://en.wikipedia.org/wiki/Crunchiehttp://en.wikipedia.org/wiki/Cadbury_Dairy_Milkhttp://en.wikipedia.org/wiki/Cadbury_Dairy_Milk


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Cadburys Market Position andCompetitive Environment

Participates in the Global Competitive

Marketplace


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Market Share

06/22/2012NYSE4:01 p.m. ET

KFT$38.85(-0.1%)

Asia Pacific (16% of revenue, 15% of operating profit)

Americas Confectionery (17% of revenue, 20% of operating profit)

Europe (11% of sales, 7% of operating profit)

Britain, Ireland, Middle East and Africa (BIMA) (20% of revenue, 10% of operating profit)

Revenue5,384 million Operating income388 million Net income364 million. CADBURY KEY RATIOS :

2011 2012

Gross Profit Margin 46.276 % 46.693 %

Net Profit Margin 12.78 % 10.86 %

Return On Capital Employed (ROCE) 6.63 % 7.26
http://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxes


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Total Sales Turnover

Total Sales Turnover during Financial Year 2011-2012:

Rs.4025.18 crores

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 11 brands with more than $1 billion in revenue

70+ brands with more than $100 million in revenue

40+ brands over 100 years old


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Cadburys Market Stratergy usingAnsoff Matrix

The following list helps to show which marketing strategy from theAnsoff Matrix would be best for Cadburys to use:

If Cadburys was to use market penetration for there product, I feelthis would not help at all as the current product they have out in themarket which is the Brunchbar, is not doing very well and people would

not buy it, so I feel this would be the worst option to choose.

If Cadburys was to use product development for there product, I feelthis could possibly be successful, although after the failure of there

previous product people may not buy there new product.

If Cadburys was to use market development, I feel that again therecould possibly be a chance of success, as they may have aimed there

previous product at the wrong market, although people from the newmarket may also not be keen to buy there product.

It is clear that if Cadburys was to use diversification and aim anew product at a new market, there would be a high chance of successas long as the new product was to meet customer needs, which can be

done through extensive market research to help gather an idea ofpeople who would regularly purchase there product.


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Promotion Activities

Advertising Media

Television, the print media and posters have been the main media of communication forCadburys advertisements. However, with their understanding of the peculiarities of theIndian market, CIL has also explored many new ways of getting their message across tothe consumers.

Sheet Metal Dispensers: This purple salesperson for Cadburys is found in almostevery shop stocking their chocolates. Since it is placed on the cash counterffersvisibility, ease of vending, and protection from the elements. It is also placed in themost appropriate position to cater to the impulse buyers. This first from CIL hasbecome so popular that is now the standard design for all chocolate manufacturers.Visicoolers: Visibility for chocolates drops in the summer, as they disappear into therefrigerator. In high throughput outlets, the visicooler serves the need for cooling whilestill maintaining the visibility of the product.

Jars: These are provided to small outlets, where they are prominently displayed.

Vending machines: These high visibility machines are provided at busy locations.

Presence in Amusement Parks: Cadburys also maintains a presence in many amusementparks across the country, strengthening the association of its chocolates with funoccasions


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Promotional Stratergies

The Advertising Message

Chocolates have usually been viewed as something meant only for children. Perhaps realizing that children would beattracted to any chocolate, irrespective of the brand, CIL targeted adults with their advertising since the early1990s. Most, if not all, of Cadburys advertisements in India feature people over 18 years of age.The message that CIL seems to be attempting to put across is this: In every adult, there is a child - let thatchild express itself, give in to temptation, and satisfy his or her desire to sink teeth into a smooth, creamy,delicious chocolate. This approach appears to be unique to Cadburys. CILs biggest competitor, Nestle, often

stresses the energy giving aspects of chocolate (for example, in advertising for Nestle Charge), or on otherattributes of the chocolate - taste in the case of Nestle Crunch, as a light snack in the case of Nestle Bar One.Nestle specifically targets children in the advertising for Milkybar, its white chocolate, again emphasizing itsenergy giving properties.

To counter Milkybar, CIL has the Dairy Treat - where it targets the mothers of children by trying to convey themessage that its product is full of the goodness of milk, and so equivalent to consuming milk itself.

Message Execution

Cadburys multi-award winning campaign - The Real Taste of Life - launched in the 90s attempts to capture thechild like spontaneity in every adult. From the old man offering his wife a Dairy Milk chocolate to the dancing girlin a crowded stadium, all reflect the impulsiveness and the spontaneity of the child in the adult.Cadburys Perk, the light snack, addresses the hungry child in every adult, as exemplified by the bride whonibbles at a Perk under her pallu. Cadburys Dairy Treat conveys its message through the mother who refuseschocolates and other treats to her son, till Dairy Treat comes along and quickly changes her opinion aboutchocolates.Catchy lines such as The Real Taste of Life, Khane Walo Ko Khane Ka Bahana Chahiye, or Reach for theStars, are also used extensively, and to good effect in Cadburys advertisements.


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Promotional Stratergies .

The Cadburys Inc has taken the opportunity to offer us a broader view of chocolate category.TheCadburys Indias no.1 Chocolate is able to sharewith their market insights based upon unparalleledbreath of chocolateexperience.Cadbury has grown from strength to strength with new technologiesbeingintroduced to make the Cadbury confectionary business, one of the mostefficient in theworld.The merge in 1969 with Schweppes and thesubsequent development of the business have led toCadbury Schweppestaking the led in both, the confectionary and soft drink market inside UK andbecoming a major force in the international market. CadburySchweppes today manufactures product

in 60 countries and a trade instaggering 120.The Cadbury story is a fascinating story of a familybusinessthat grew in one of the biggest, most loved chocolate brand in the world. Astory that youremember as the story of The taste of life.

Target Market THE INDIAN CHOCOLATE MARKET IS VALUED ATRS. 650 CRORES (I.E. RS. 6.50 BILLION) A YEAR.THEINDIAN CHOCOLATE BAZAAR IS ESTIMATEDTO BE IN THE REGION OF 22,000-24,000 TONNESPER ANNUM,AND IS VALUED IN EXCESS OF US$ 80MILLION.


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Product Life Cycle


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SWOT ANALYSIS

STRENGTHS

Cadbury is the largest global confectionery supplier, with 9.9% of global marketshare.

High financial strength (Sales turnover 1997, 7971.4 million and 9.4%)

Strong manufacturing competence, established brand name and leader in innovation.

Advantage that it is totally focused on chocolate, candy, chewing gum,

uniqueunderstanding of consumer in these segments.

Successfully grown through its acquisition strategy. Recent acquisitions,includingAdams, 2003, enabled it to expand into important markets like theUS market..


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SWOT ANALYSIS

Weaknesses:

The company is dependent on the confectionery and beverage market, whereas other competitorse.g. Nestle have a more diverse product portfolio, where profits can be usedto invest in otherareas of the business and R&D.

Other competitors have greater international experience - Cadbury has traditionally been strongin Europe. New to the US, possible lack of understanding of the new emerging markets comparedto competitors.

Opportunities:

New markets. Significant opportunities exist to expand into the emerging markets of China, Russia,India, where populations are growing, consumer wealth is increasing anddemand for confectionery productsis increasing.

The confectionery market is characterized by a high degree of merger and acquisitionactivity in recent years. Opportunities exist to increase share through targeted acquisitions.

Key to survival within the FMCG market is increasing efficiency and reducing costs.Cadbury Fuel for

Growth and cost efficiency programmes seek to bring cost savings by:1. Moving production to low costcountries, where raw materials and labour is cheaper.2. Reduce internal costs - supply chain efficiency,


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SWOT ANALYSIS THREATS:-

Worldwide -there is an increasingly demanding cost environment, particularly for energy

, transport, packaging and sugar. Global supply chain in low cost locations.

Competitive pressures from other branded suppliers (national and global).Aggressive price and promotion activity by competitors - possible price warsin developed markets.

Social changes -Rising obesity and consumers obsession with calories counting. Nutrition and

healthier lifestyles affecting demand for core Cadbury products


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Thank You!!!!

THANK YOU 4

WATCHING

And

HARI OM

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