CADBURY INDIA

Presented By:
Deepti Mangal
(MBA 2013-15)
Cadbury
Cadbury is the brain child of John Cadbury, who sold tea,
coffee and drinking chocolate in Birmingham.
It is a British confectionery company owned by Mondelz
International.
With annual revenues of approximately $50 billion, the
company is the world's second largest confectionery company.
Company employs approximately 140,000 people and have
operations in more than 70 countries.

Cadbury India
Cadbury began its operations in India in 1948 by importing
chocolates.
Challenge in India
Get people accustomed to chocolates- primarily seen as a
western taste.
Do so by reaching out to the masses in a land where mindsets
and preferences are as diverse as the country itself

It is the market leader in the chocolate confectionery business with
a market share of over 70%.
Cadbury India operates in four categories viz. Chocolate
Confectionery, Milk Food Drinks, Candy and Gum.
Locations in India
Vision
Working together to create brands
people love. The core purpose captures
the spirit of what we are trying to achieve
as a business. We collaborate and work
as teams to convert products into
brands.
Mission
A Cadbury in Every Pocket. Cadbury's
means quality. Our reputation is built
upon quality. Our commitment to
continuous improvement will ensure
that our promise is delivered.
Timeline Of Cadbury
1824
John Cadbury began
selling tea, coffee, and
drinking chocolate
1824
1897
1897
The first Cadbury solid
chocolate bar is sold.



1905
1905
Dairy Milk brand appears
for the first time

1948
1948
Cadbury began its operations in
India by importing Chocolates
1969 1993
2009
2013
1969
Cadbury buys drink maker Schweppes
to become Cadbury-Schweppes


2009
Acquisition by Kraft
Foods: 11.5 billion
(US$18.9 billion)
indicative takeover bid
for Cadbury
2012
The confectionery
business of Kraft
became Mondelz
International, of
which Cadbury is a
subsidiary.
2012-13
Cadbury India profit
slows to six year low
PAT growth 2.2%
under the new parent
Mondelez International.
2008
Cadbury Schweppes demerger
took with the drinks business
becoming Dr. Pepper Snapple
Group Inc.
1993
Cadbury opened the world's largest and
most advanced chilled warehouse in
Minworth, Birmingham
2012
8

2008
Key People
C Y Pal
Chairman - Non
Executive
Atul
Bhatia
Director,
R & D
Chandramouli
Venkatesan
Director,
Chocolates &
Strategy
Jaiboy
Phillips
Director,
Operations
Rajesh Garg
Director,
Finance
Rajesh
Ramanathan
Director,
Human
Resources
Product
Line
Chocolates Beverages
Biscuits Candy Gum
CHOCOLATES

1. Cadbury Dairy Milk
It was launched in 1905 at Bourneville, U.K. The variants Fruit & Nut, Crackle
and Roast Almond, combine the classic taste of Cadbury Dairy Milk with a
variety of ingredients and are very popular amongst teens & adults.
2. Cadbury Dairy Milk Shots
Cadbury launched CDM Shots in 2008..
Positioned as chocolate laddoo and priced at Rs. 2 for 2 pieces, the attempt
was to introduce the product to consumers as the perfect value-for-money
accompaniment for their small celebratory occasions.
3. Cadbury celebrations
With Celebrations, Cadbury not only succeeded in positioning chocolates as
the modern variant over the traditional Mithai, but also managed to connect to
the average Indian for whom festivals hold a special significance.
4. Bournville
Hailed as Cadburys answer to the emerging market of luxury chocolates,
Cadbury unveiled Bournville the Indian formula for dark chocolate in 2009.

5. Perk
Cadbury launched its new offering; Cadbury Perk in 1996. With its light
chocolate and wafer construct, Cadbury Perk targeted the casual snacking
space that was dominated primarily by chips & wafers. It became the new mini
snack in town and its proposition "Thodi si pet pooja" went on to define its role
in the category.

6. 5 Star
Launched in 1969, 5 Star soon became the star of every refrigerator and
pocket. A leading knight in the Cadbury portfolio and the second largest after
Cadbury Dairy Milk with a market share of 14%. One of the key properties that
Cadbury 5 Star was associated with was its classic Gold color.

7. Gems
The saying "Good things come in small packets" has been proven right many a
times and it couldn't have been truer for the pretty chocolate buttons called
Gems.Little wonder that Cadbury Gems, the brand that came into India in 1968
is still going strong



8. TEMPTATIONS

Cadbury Temptations is a range of delicious premium chocolate in five flavours- Roast
Almond Coffee, Honey Apricot, Mint Crunch, Black Forest and Old Jamaica.


9. TOBLERONE

Toblerone , the legendary triangular Swiss chocolate, is over a century-old brand and
prides itself on being the only triangular chocolate in the world. It is manufactured only in
one factory in Switzerland and exported to countries all across the world. It is the most
preferred premium gifting chocolate for globe-trotters and is the No. 1 brand across duty
free stores at airports across the world , Toblerone was brought to India in 2012 in the
classic Milk Chocolate flavour and is now widely available in 5 pack sizes. The launch of
Toblerone in India is in line with the business objective of growing and leading the
premium gifting chocolate market with Gift like no one else as the brand theme.


BEVERAGES
1. Bournvita
Cadbury Bournvita was launched in 1948. The brand has been an enduring symbol of
mental and physical health ever since it was launched. It is hardly surprising then,
that Bournvita enjoys a major presence in the Malt Food market. Given its market
share of 17%, Cadbury Bournvita reaches across hundreds of cities, towns and
villages through 3,50,000 outlets in India.

2. Tang
Tang, is now available in India with the delicious and refreshing flavors of Orange &
Lemon. Launched in March 2011, the combination of yummy taste and
micronutrients such as Iron, Vitamin A,B & C makes it a favourite beverage. At an
affordable price, mothers are able to make a deliciously refreshing, nutritious and
convenient drink for their kids.

`
BISCUITS
Oreo
Launched in India in March 2011 the delicious combination of dark
chocolate biscuit and vanilla cream was first introduced to the world in
1912. That original formula was so perfect that it has hardly been
modified since. Each year more than 7.5 billion Oreo Biscuits are
eaten, making it the worlds No. 1 biscuit. Paired with a glass of milk, it
is the perfect snack.
Twist, Lick, Dunk!

CANDY
1. clairs
clairs was first discovered by a local confectionery firm in London, England in the
1960s. The firm then became part of Cadbury in 1971 making Cadbury clairs the
second largest brand in the company.
clairs advertising over the years has talked about the mesmerizing taste of clairs
because of the Cadbury Dairy Milk chocolate it contains at its centre..
2. Halls
Halls was first launched in India in 1968 and soon established itself as a therapeutic
candy competing in the cough lozenge market. Halls came into the Cadbury fold in 2003
as part of a global merger with Adams Confectionery. Over the years Halls has been
strongly positioned on the `soothes sore throat benefit in the consumers mind.

GUM
Bubbaloo
It took its first steps in the international confectionery market in the year 1984. With its
launch in the Indian market in 2007, the definition of bubble gum underwent a juicy
change!
Bubbaloo is synonymous with flavoured fun in bubble gums! Bubbaloo stands out
because of its unique flavoured liquid filling.

STRENGTHS
-Distribution Network
-Market Share
-Aggressive Marketing
-Rich product mix
WEAKNESS
- Little penetration in the rural sector.
-Dependent on confectionery and
beverage market.
-Relatively high priced brand.
OPPORTUNITIES
-Diversification.
-Expansion of New markets where
population is growing.


THREATS
-Rise in the cost of chocolate and dairy
products.
-Entry of many foreign players in
the Indian Confectionary market,
which are giving higher margins to
the retailer.

SWOT
Competitors
Mars-Wrigley


Nestle

Hershey


Ferrero


Kraft foods

Indian Chocolate Market
India is the world's fastest growing market for chocolates.
Registering 15% annual growth between 2008 and 2012.
The Indian chocolate market is worth around Rs 5,562 crore.
400 Kgs of chocolate consumption in India per minutes.
Low priced unit packs, increased distribution reach and new product
launches can be said to have fuelled this growth.


Competition
Market share in global confectionery, in percentage terms
(202-brands)
Companies All
Confectionery
Chocolate Gum Candy
Cadbury 9.9 7.5 25.7 7.2
Mars 9.0 14.8 - 3.0
Nestle 7.8 12.6 0.1 3.2
Wrigley 5.8 - 35.9 2.7
Hershey 5.5 8.2 1.1 2.7
Ferrero 4.8 7.3 - 1.5
Queries??