EXECUTIVE SUMMARY

The project which I choose is on Cadbury Company which is “marketing strategy

of Cadbury India ltd”. Cadbury is a Multinational Company and its business is

worldwide.

This project covers the following topics:

The introduction and the history of the company, market segment and the customer

driven marketing strategies of that company and factors for success of Cadbury.

The project also covers the Four P’s of marketing (Product, Price, Place and

Promotional strategies).It also tells about brand, Slogans and about the target

market of this product.

At the last my conclusion about the whole marketing process of that company’s

product. I also give the reference of those websites which provides me relevant

material. And the recommendations about this project.

CHAPTER 1

INTRODUCTION

INTRODUCTION OF CADBURY

Cadbury India is a food product company with interests in Chocolate

Confectionery, Milk Food Drinks, Snacks, and Candy. Cadbury is the market

leader in Chocolate Confectionery business with a market share of over 70%.

Some of the key brands of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, Eclairs,

Celebrations, Temptations, and Gems. In Milk Food drinks segment, Cadbury's

main product - Bournvita is the leading Malted Food Drink in the country. 

Its heritage can be traced back in 1824 when John Cadbury opened a shop in

Birmingham selling cocoa and chocolate. Since then we have expanded our

business throughout the world by a program me of organic and acquisition led

growth. On 7 May 2008, the separation of our confectionery and Americas

Beverages businesses was completed creating Cadbury plc with a vision to be the

world's BIGGEST and BEST confectionery company.

Cadbury is the world's largest confectionery company and its origins can be traced

back to 1783 when Jacob Schweppe perfected his process for manufacturing

carbonated mineral water in Geneva, Switzerland. In 1824, John Cadbury opened

in Birmingham selling cocoa and chocolate. Cadbury and Schweppe merged in

1969 to form Cadbury Schweppes plc. Milk chocolate for eating was first made by

Cadbury in 1897 by adding milk powder paste to the dark chocolate recipe of

cocoa mass, cocoa butter and sugar. In 1905, Cadbury's top selling brand, Cadbury

Dairy Milk, was launched. By 1913 Dairy Milk had become Cadbury's best selling

line and in the mid twenties Cadbury's Dairy Milk gained its status as the brand

leader. Cadbury India began its operations in 1948 by importing chocolates and

then re-packing them before distribution in the Indian market. Today, Cadbury 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). Its corporate office is in Mumbai.

Worldwide, Cadbury employs 60,000 people in over 200 countries. 

CADBURY: THE BRAND

The brand CADBURY enjoys a high level of brand equity. Researches show 90%

of the people recognizes the brand while 74% state that when it comes to chocolate

only CADBURY will do.

THERE ARE THREE MAIN BRAND NAME STRATEGIES:

Family brand names: The parent brand is also known as an “umbrella” brand.

This term is given to product ranges where the family brand name is used for all

products. The advantage of this approach is the positive associations with the

parent brand will transfer to all sub brands. The risk however is that that if one

brand is unsuccessful or falls into disrepute, the reputation of the complete family

of brands can be tarnished. Cadbury is a family brand .\

Individual brand names (multi brands): in this case each brand is created and

named separately and has separate identity. Using a family brand may not be that

suitable as brand values may be far apart.

Combination brand names: This approach allows for the optional use of the

corporate brand name, while allowing an individual brand to be identified, e.g.

Cadbury Dairy Milk.

Cadbury uses a combination of brand strategies. The family brand ,Cadbury is

linked with its famous sub brands , i.e. Cadbury Crème Egg, Cadbury Roses and

Cadbury Flake to name a few. The family brand identity is style communicated by

packaging with the Cadbury corporate purple color and the distinctive Cadbury

script logo. The sub brand is then distinguished by its own individual livery.

Recently marketers have identified particularly strong family or corporate brands

as MASTERBRANDS. Cadbury is such a brand. However, a true Masterbrand is

more than name of the company – it incorporates the company’s mission, vision

and values, representing them in a way that is easily understood by consumers.

IBM is another example of MASTERBRAND.

Cadbury’s core brand values include "life’s everyday pleasures that make us feel

good and never let us down. As a reward or a pick me up, we consumer s trust

Cadbury chocolate to make us feel better

ABOUT THE REPORT

Title of the study: - The present study is titled as “A PROJECT REPORT ON MARKETING STRATEGY OF CADBURY INDIA LTD”.

Objective of the study:- The following are the objective of the study

To demonstrate the marketing strategy of cadbury To study 4p’s of marketing, swot analysis, pest analysis. To evaluate current marketing strategy. To analyze the factor for success of cadbury.

Period of the study:-The period of the present study is OCT 2015.

Limitations of the Study:-The present study has got all the limitations of explanatory study method.

Data and Methodology:-For the purpose of the present study I had referred internet, books, newspaper to collect information.

CHAPTER 2

PROFILE

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. 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.

The core purpose "make today delicious" captures the spirit of what

they are trying to achieve as a business. They 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 they 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.

In the Milk Food drinks segment our main product is Bournvita - the

leading Malted Food Drink (MFD) in the country. Similarly in the medicated

candy category Halls is the undisputed leader. We recently entered the gums

category with the launch of our worldwide dominant bubble gum brand Bubbaloo.

Bubbaloo is sold in 25 countries worldwide.

Since 1965 Cadbury has also pioneered the development of cocoa

cultivation in India. For over two decades, we have worked with the Kerala

Agriculture University to undertake cocoa research and released clones, hybrids

that improve the cocoa yield. Our Cocoa team visits farmers and advise them on

the cultivation aspects from planting to harvesting. We also conduct farmers

meetings & seminars to educate them on Cocoa cultivation aspects. Our efforts

have increased cocoa productivity and touched the lives of thousands of farmers.

Hardly surprising then that the Cocoa tree is called the Cadbury tree!

Today, as a combined company with an unmatched portfolio in

confectionery, snacking and quick meals, it is poised in its leap towards quantum

growth. It is the world's No.1 Confectionery Company. And it will continue to

“make today delicious”!

HISTORY OF CADBURY

1824 – A once business was opened in 1824 by a young Quaker, John Cadbury, in

Bull street Birmingham was to be the foundation of Cadbury Limited, now one of

the world’s largest producer of chocolate

.

1831 – By this year the business had changed from a grocery shop and John

Cadbury had become a manufacturer of drinking chocolate and cocoa. This was the

start of Cadbury manufacturing business as it is known today. A larger factory in

Bridge Street Birmingham was rented in 1847, John Cadbury was joined by his

brother Birmingham and the business became Cadbury Brother of Birmingham.

1861 – John Cadbury resigned his business and handed over to his sons, Richard,

25 and George, 21 who after 5 difficult years almost shut down the business to take

up other vocation. Fortunately for generation of chocolate lovers, they didn’t.

1866 – Saw a turning point for the company with the introduction of a process for

pressing the cocoa butter from the coca beans. This not only enabled Cadbury

Brothers to produce pure coca essence, but the plentiful supply of coca butter

remaining was also used to make new kind of eating chocolate. The essence was

advertised as ‘Absolutely pure, therefore best’.

1879 – Business prospered from this time and Cadbury Brother outgrew the Bridge

Street factory, moving in 1879 to a ‘Greenfield’ site some miles from the center of

Birmingham which came to call Bourneville. The opening of the Cadbury factory

in a garden also heralded a new era in industrial relations and employee welfare

with joint consultation being just one of the introduced by the pioneering Cadbury

Brothers.

1899 – In this year the business private limited company – Cadbury Brothers

Limited. Progress since the start of the century through the inter – war years

onward ahs been rapid. Chocolate has moved being a “luxury” item to well within

the financial reach of everyone.

1905 – Cadbury has many famous brands with one of major success story being

Cadbury’s Dairy Milk chocolate launched in 1905, today Britain’s favorite

modules chocolate bar.

Cadbury today is the market leader in the U.K chocolate confectionary market,

employing the most advanced processing technology and management information

and control techniques. The company is the confectionary division of Cadbury

Schweppes plc which is major force in the confectionary and soft drinks

international market.

World - wide Cadbury is one of the pre – eminent names in confectionary with

impressive range of famous brands.

Quality has been the focus of the Cadbury business from the very beginning as

generations have worked to produce chocolate with that very special taste,

smoothness and snap, so characteristics of Cadbury’s chocolate.

CADBURY PRODUCTS

Cadbury's Dairy Milk (CDM)

Cadbury's Dairy Milk is the flagship brand of Cadbury's not only in India but

world wide. CDM is the single largest selling unit in India. It has annual sales to

the tune of Rs 200 crore. CDM not only accounts for 30 per cent of the total

chocolate market in value, but commands nearly 26 per cent in volume terms and

close to 30 per cent of Cadbury's annual turnover.

Moving from a predominantly adult positioning in the days of the legendary

dancing girl ad, to the teens and the tweens, when the Cyrus Broacha ads hit the

airwaves, CDM has made a long sweet journey. In spite of the new categories

being explored by Cadbury, its star brand remains Cadbury Dairy Milk (CDM)

which continues to corner almost 30 per cent of the chocolate market.

Cadbury's Temptation

Cadbury's Temptation is premium chocolate brand aimed for high value

consumption. Various variants available are Almond, Rum, Cashew & Orange.

Cadbury's temptation is priced at Rs. 40

Cadbury's Celebration

Cadbury India launched its premium Celebrations range, which contains traditional

Indian dry fruits wrapped in Dairy Milk chocolate. This gifting option combines

the pleasure of giving away dry fruits - which Indians traditionally consider a

premium, healthy gift - with chocolate. Cadbury now has 90 per cent market share

in this profitable segment.

PRODUCT REVAMPING & INNOVATIONS

Cadbury's chocolate brands registered double-digit growth in 2002, touching an

astounding 19 per cent in the second half of that calendar year. Getting the power

brands right was the first priority, so genuine re-launches of the products were

made.

However, the growth rate was declining after that. The growth went down from 19

per cent in 1999 to 12 per cent in 2000 to single-digits, with seven per cent in

2001. If it staged a smart recovery to nearly 10 per cent in 2002, it was largely on

the back of Chocki and the revamped power brands.

PRODUCT INNOVATIONS:

5 STAR

Consumer feedback suggested that the old 5 Star was too chewy, and people

complained of it sticking to their teeth. It was made softer and melted easily in the

mouth & introduced as 5 Star Crunchy.

PERK

Perk was made much lighter and the size of the bar increased to match Nestle's

Munch. Perk had been under fire from Nestle's deadly duo of KitKat and Munch,

but after the relaunch, its marketshare is two per cent more than KitKat's. And, the

five-year-old brand is now almost as big as the decades-old 5 Star in size, both in

the region of Rs 50-55 crore.

HEROES

Packaging innovation has played a vital role in revamping of various Cadbury's

brands. Heroes brand is simply a multi-pack with miniatures of all its most popular

brands in a single outer case.

NEW PRODUCT LAUNCHES

Rich Dry Fruit Collection For Gifting Festive Season

Cadbury Celebrations' Rich Dry Fruit

Collection - a range of premium chocolate gift boxes.

Available in attractive packs, the Collection caters to a premium gifting consumer

and is an ideal festive gift. It is a unique combination of the best Cadbury

chocolate and premium dry fruits and comes in four different formats each of

which is a mix of select premium dry fruits enrobed in rich Cadbury Dairy Milk

chocolate.

CADBURY'S CREATIVE LAUNCH

INTRODUCING CADBURY AS AN AFTER DINNER SWEET

One of the biggest marketing strategy followed by Cadbury in India was

introducing Cadbury as an after dinner sweet. Indians are fond of having

dessert after their dinner. Cadbury aimed at replacing the traditional sweets.

Apart from its after dinner advertisement Cadbury targeted adults rather than

children. In most of its advertisements, the brand is endorsed and advertised

by adults rather than by children even though it basically sells chocolate.

Such type of advertisements have created a very wide range of consumers

for Cadbury. Its products are not limited to children alone. Adults like the

products of Cadbury as much as children do.

Another reason for Cadbury being such a successful brand was that it aimed

at replacing the traditional sweet custom so prevalent in India. Indians have

the habit of carrying sweets as gifts when they visit a friend or relatives.

Cadbury items became the new sweets. It was not only considered better but

also superior to carry Cadbury instead of the normal sweets. Cadbury also

aimed at selling in bulk during festive seasons such as diwali and rakhi.

-

CHAPTER 3

THEORATICAL VIEW

SWOT ANALYSIS

STRENGTH

Very strong brand equity in India.

Due to its 54 years presence in India – has deep penetration – 2100

distributors; 450,000 retailers, 60 mid urban (22%) customers.

Three sectors; Chocs (70% share), Confec (4%), food drinks (14% - leader

in brown segment).

Low cost of production due to economic of scale. That means higher profits

and / or more co petitioners. Better market penetration.

Second best manufacturing location throughout Cadbury Schweppes.

WEAKNESS

Poor technology in India compared to current international technologies

(Godiva, Mozart, Frazer, Dint, Naushans, etc...)

Ltd. Key products, only one central brand (CDM). Pralines range totally

wising in India.

“Make in India” tag once the economy opens up wore and imports rush in.

OPPORTUNITIES

Tremendous scope for per capita consumption (160 gms of 8 – 10 kg)

Increasing per capita national income resulting in higher disposable income.

Growing middle class and growing urban population.

Increasing gifts cultures.

Substitute to “Mithais” with higher calories/cholesterol.

Increasing departmental stores concept – impulse @ at cash counters.

Globalization: optimal use of global Cadbury Schweppes.

THREATS

Major :-

None. Due to low cost and highest brand equity, it is today in India.

Minor :-

Globalization will being in better brands for upper end of the market (Liest,

Monarch, Godiva, etc).

PEST ANALYSIS

P: Since the budget range is decontrolled, no political effects are envisaged.

E: 1) increasing per capita income resulting in higher

disposable income

2) Growing middle class/urban population – increase in

demand

3) Low cost of production – better penetration

S: 1) Per capita consumption expected to increase – fashion

2) Increasing gifts culture – increase in demand

3) Lower cholesterol than “mithais” (sweet meat) –

substitute demand

T: Will have to reinforce technology to international levels

once India is a “free” economy .

4 P’S OF MARKETING

PRODUCT

Satisfaction suffices. But delight dazzles the average company will compete for

customer by conforming to her expectation consistently. But the winner will

surpass them by constantly exceeding her expectation, delivering to her door step

additional benefits which she would never have imagined possible. Cadbury’s offer

such product. The wide variety products offered by the company include:

Chocolate & Confectionary

1) Dairy Milk

2) Fruit & Nut

3) 5 Star

4) Break

5) Perk

6) Gems

7) Eclairs

8) Nutties

9) Temptation

10) Milk Treat

Beverages

Food Drinks

1) Bournvita

2) Drinking chocolate

3) Cocoa

PRICING

Make no mistake. Second P of marketing is not another name for blindly lowering

prices and relying on this strategy alone to increase sales dramatically. The strategy

used by Cadbury’s is for matching the value that customer pays to buy the product

with the expectation they have about what the production is worth to them.

Cadbury’s has launched various products which cater to all customer segments. So

every customer segment has different price expectation from the product.

Therefore maximizing the returns involves identifying right price level for each

segment, and then progressively moving through them.

Dairy Milk Rs. 15

Perk Rs. 10

5 Star Rs. 10

Friut and Nut Rs. 22

Gems Rs. 10

Break Rs. 5

Nutties Rs. 18

Bournvita (500 gm) Rs. 104

Drinking chocolate Rs. 50

PLACE

 The place means to identify the physical distribution of the product where the

product should be available for the customer at the right place, time and quantity. It

also consists of roles of channel for distribution.

For the success of any product in the Indian market, the product should be

introduced to the retail shelves. Buyers play an important role for its success rather

than brand and market shares. With the increase in technology and competitive

pressure, it is difficult to retain a unique product for a long period. The brand that

gets the greatest number of customers, sells the most products. Proper channels of

distribution also play an important role. If the product reaches the market at the

right time, only than will the consumer will have access to the products. Increases

in distribution and channel cost go together. Marketing cost of Cadbury is 18% of

its total cost which is higher as compared to Nestle and Parry.

PROMOTION

Effective advertising attracts and generates supporting feelings for any business.

To reach out to the consumers, communication plays an important. For the

marketing of any product, advertisement and promotions are the best means of

communication about the product to the end user. Cadbury does its promotions

through Televisions, consumer contact activity, etc.

SOME OF THE MOST FAMOUS MARKETING CAMPAIGNS OF CADBURY

ARE:

"Khane Walon Ko Khane Ka Bahana Chahiye" for Cadbury Dairy Milk

"Thodi Si Pet Pooja - Kabhi Bhi Kahin Bhi" for Perk

Cadbury gives special promotional offers during festivals like Diwali, Holi, etc.

and special occasions like Valentines Day. It continuously introduces new products

to maintain its brand and to expand its market share.

MARKET SEGMENTS

Market place includes different segments of customers having different needs and

wants. It can be classified as:

Geographic Segmentation: It is to divide the market on the basis of its

location, regions, towns, city or country.

Demographic Segmentation: It is most common basis of market

segmentation. This factor is directly related to the demand of the product and

it is easy to measure. It can be classified as age group of consumers, gender,

Life style, income of family etc.

Psycho graphic Segmentation: it divides the consumer of the basis of social

class, lifestyle of consumers or personality. This helps the company to

examine the quality that how a person thinks, feels, and behaves.

Behavioral Segmentation: It divides consumer on the basis of their attitudes,

knowledge, response or uses to a product.

Considering all the above factors, Cadbury has targeted different segments within

the market as:

Break segment - some products are consumed during short breaks with

coffee and tea, for example snack range and Perk.

Desire segment - under this segment products are purchase on desire, for

example Cadbury's Dairy Milk, temptation etc.

Take home segment - this segment express the products that are purchased

from supermarkets and taken home for consumption, for example Bournvita.

CURRENT MARKETING STRATEGY USED BY CADBURY:

TO ENCOURAGE THE CONSUMERS CADBURY USES MANY

STRATEGIES. SOME OF THEM ARE AS FOLLOWS:

On Every Hand Everywhere: The customers demand flawless services from

the salesmen and they have to deliver that to the customers. Cadbury is the

market leader in confectionery and chocolates. Their sales team plays an

important role in the success. They regularly conduct surveys of consumer's

choice and requirements. They deliver the products not only in the super

markets but also in the small shops, so that every segment of the customers

can easily get their products. They also provide selling techniques.

Growing with Emerging Markets: Revenue of the company grows with the

emerging markets. They continuously modify the products to fulfill the

requirement of all segments of consumers. This strategy leads them to a

growth of above 20% annually for the past three years.

A strong foundation: Since 1948, Cadbury is serving their products in India

and they have created a very strong tradition and leadership position. They

are the number one chocolate brand with a share of about 70%. Today only

one third of the population buys the chocolate so Cadbury is challenged to

introduce the pleasure of Cadbury to many peoples.

Growing with the market: To attract the broader range of consumers is the

main target the Cadbury. They created a base range of their acceptable

chocolate brands at more reasonable and affordable price. They also

introduced the gift range products for the customers segments with high-

income group.

Functional advantage: Cadbury Bournvita was launched in India in 1948 and

it always required providing nutrition that helps in the development and

growth. Today the natural goodness of milk, chocolate and malt is prepared

with vitamins A, B1, B3, B6, B12 and C, plus protein, iron, calcium,

manganese, zinc, and folic acid. It is also known as "a cup of confidence".

Affordable luxury: Cadbury has increased their presence in the candy in the

form of halls and Cadbury dairy milk Eclairs. Eclairs became more popular

in the markets with a hotter climate. The consumers find the delicious taste

of chocolate in the middle that easily melts in the mouth and not in the hot

climate. It is also an affordable chocolate for everyone. The new Eclairs

Crunch is with more crispy caramel shell for hot climatic conditions.

THE CADBURY STORY

CADBURY’S SUCCESS STORY

In 1984, John Cadbury founded U.K. company with one aim:- to create the highest

quality chocolate. By1969, when Cadbury merged with the soft drink giant.

Schweppes, Cadbury brands were already famous all around world.

Today Cadbury’s production are enjoyed in 120 countries, with 40 chocolate

confectionary brands, Cadbury dominated markets as far as the U.K. and Australia

that’s why Cadbury have been dubbed “The world’s BACHELOR chocolate

makers”.

THE SECRET OF CADBURY’S SUCCESS

What is the secret of Cadbury’s continuing success first there’s the careful

selection of the finest coca beans from west Africa, as well as tasty hazel nuts from

Turkey and the fine sheet and choicest natural ingredient available to us anywhere.

Finally there’s skillful marketing Cadbury always takes extreme care in selecting

and marketing the right range of product in every cause.

THE RIGHT PRODUCT, THE RIGHT PARTNERS, THE RIGHT

MARKETING, THE PROMOTIONAL BACK UP AND THE RIGHT

EMPLOYEES. THESE ARE THE INGREDIENTS IN CADBURY’S

LATEST RECIPES FOR SUCCESS

Right from the stand Cadbury Dairy Milk Chocolate success has been based on 4

factors:-

Quality

Value for money

Advertising.

CADBURY MARKET IN INDIA

Currently, Cadbury India operates in five categories – Chocolate confectionery,

Beverages, Biscuits, Gum and Candy. Some of the key brands are Cadbury Dairy

Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations, Gems, Halls, Éclairs,

Bubbaloo, Tang and Oreo. Its products include Cadbury Dairy Milk, Dairy Milk

Silk, Bournville, 5-Star, Temptations, Perk, Gems (a version

of M&M's), Eclairs,Bournvita, Celebrations, Bilkul Cadbury Dairy Milk Shots,

Toblerone, Halls, Tang and Oreo.

It is the market leader in the chocolate confectionery business with a market share

of over 70% .On 21 April 2014, Cadbury India changed its name to Mondelez

India Foods Limited.

FACTORS FOR SUCCESS OF CADBURY INDIA

Extensive distribution network

Cadbury’s brands are available in over a million outlets across the country. The

distribution network directly covers almost the entire urban population.

Thecompany has invested significantly in building such an extensive network. The

company uses Information Technology to improve its logistics and distribution

competitiveness.

Cadbury has improved the distribution quality of its products with the installation

of refrigerators at several outlets. This helps in maintaining product quality in

summer, when sales usually dip due to the fact that the heat affects product quality

and thereby consumption.

Creation of strong brands

Cadbury owes its success to strong brand equity and resultant consumer preference

that it enjoys in India. The company has built strong brand equity through

consistently high product quality, relevant, insightful and entertaining

communication. Cadbury has developed new channels for marketing its brands

such as Gifting and Snacking. The company places great emphasis in ensuring

display dominance at the pointof purchase.

Customisation of products for India

Cadbury India has spent time in understanding the Indian consumers. Leveraging

its 55 years of experience in India, the company has customised its products to the

Indian markets. It also offers products at affordable price points so as to increase

its market penetration.

Leveraging the India Advantages

Though, India contributes to less than 5 per cent of the global revenues today,

India is critical to the global strategy of the company.

Managerial Talent

Cadbury has begun recruiting management graduates in India to serve its global

operations.

Huge market potential

India offers huge market potential and is a priority market for Cadbury. The

company also leverages India as a manufacturing base for producing products for

the overseas market. Cadbury India has 4 company owned factories and as many

third party manufacturing contractors. It also has a wide Sales &

Distributioninfrastructure consisting of 33 depots managed by 4 regional sales

branches across India.

CHAPTER 4

CONCLUSION

CONCLUSION

In today’s competitive business environment brands have assumed a role of

growing importance. They can differentiate a company’s products and customer

loyalty, helping to sustain profitability in the long term. The Cadbury Dairy Milk

brand has evolved into a Megabrand incorporating a range of products each with

their own identity, but now under the Dairy Milk brand. This initiative is intended

to leverage the strength of the Cadbury Dairy Milk brand to the full. The strategy

involved a packaging and range refreshment strategy which has resulted in a

unified innovative Dairy Milk brand. Having exceeded initial sales tar gets by a

considerable margin, the strategy can be considered a success!

Cadbury’s strategy to attract consumers is somewhat unique in a sense, instead of

focusing on the product, it seeks to tap into emotions normally associated with

chocolates. They have also adapted their strategies to the unique demands of the

Indian retail sector. The strategy has clearly proved successful, as they have been

able to build and maintain a leadership position in the market with many loyal

customers.

Brand plays an important role for growth in today's competitive business

environment. It helps to maintain profitability in long run by differentiation in the

products and loyalty of customer. Cadbury Dairy Milk brand has developed its

Megabrand Product range having its own identity, but now they all comes under

the Dairy Milk brand. This proposal is planned to maximize the strength of the

Cadbury Dairy Milk brand. The strategy involved a packaging and range

refreshment strategy, which has resulted in a unified innovative Dairy Milk brand.

Having exceeded initial sales targets by a considerable margin, the strategy can be

considered a success! Branding is also one of the most important parts of any

business whether it is small or large, B2B or retail. An effective brand strategy

results into the major periphery in increasingly competitive markets. The

foundation of the brand is your logo, website, packaging and promotional materials

all of which should integrate your logo--communicate your brand.

RECOMMENDATIONS

Maintain dominance in chocolate, confectionery and market leadership in

blown drinks.

New channels such as gifting, child connectivity and value for money

offering to be the key growth drives.

Grow volume sales at least 20% p.a. over the next years.

Achieve the goal of best manufacturing location in Cadbury Schweppes

world for Dairy Milk and Éclairs.

One new major product launch every year.

BIBLIOGRAPHY

1 .david a. Aaker (1991), “managing brand equity”, the free press

2 .philip kotler (eighth edition) “marketing management”, prentice hall of india ltd.

http://www.cadburyindia.com/home/index.asp

http://en.wikipedia.org/wiki/Cadbury_plc

http://www.cadburyindia.com/brands/choco1.asp

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