MARKETING MISTAKES AND

SUCCESSES ON CADBURY

BY
KISHAN DHARMARAJAN
SIVA SHANKAR SELVAMURUGAN

AGENDA

INTRODUCTION
MISSION & VISION
OBJECTIVES
MARKETING STRATEGY
DEVELOPING BRAND IDENTITY
SWOT ANALYSIS
SHARES
COMPETITORS OF CADBURY
ISSUSES
SUGGESTIONS.

INTRODUCTION
Cadburys is a British multinational confectionery

company owned by Mondelez International.

It is a second largest confectionery brand in the world .
Cadbury is headquartered in Uxbridge in Greater
London and operates in more than 60 countries
worldwide.

MISSION & VISION

MISSION:

To promote social justice through grant making,

research, influencing public opinion and policy and
supporting local communities.
VISION :

It is of a peaceful, equitable society, free from

discrimination and based on the principle of social
justice for all.

OBJECTIVES
To become the worlds biggest and best confectionery

Company
To make lot of chocolate & improve the quality of their
chocolate
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

MARKETING STRATEGY
Brand building
Innovative
Attractive packaging

New product
Market positioning.

DEVELOPING BRAND IDENTITYBRAND PYRAMID

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.

SWOT ANALYSIS
WEAKNESS:
It has been relatively high price brand , which is
turning the price conscious customer away.
People avoid having their chocolate thinking about the
egg ingredients.

SWOT ANALYSIS
OPPURTUNITIES:
The chocolate market has seen one of the greatest
increases in the recent times.
There is a lot of potential for growth and a huge
population who do not eat chocolates even today that
can converted as new users.

SWOT ANALYSIS
THREATS:
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.

SHARES
Cadbury was market leader in chocolate business
Its market shares were of over 70%
Cadbury rank in top most

trusted brand list

It hold 30% of shares in
Indian chocolate market

COMPETITIORS OF CADBURY
There are no many competitors in the confectionary

industry that Cadbury is Competing with.

The other competitors are small compared to Cadbury
and therefore the
level of competition is
expected to be a bit low.
Nestle,Hershey are main
competitiors of cadbury.

ISSUES
A halal check conducted by the Malaysian Health

Ministry turned up the pig DNA, leading to a national

outcry against the British multinational.
Religious leaders have called for Cadbury to be fined or

even banned from Malaysia.

ISSUES
Countering the worm controversy.

SUGGESTIONS
Bring out new products for health conscious people.
Choco-biscuits should be introduced.
Special chocolates for christmas should be introduced

e.g. rum,champagne flavored.

New flavors like strawberry ,orange,vanilla,etc.
Planned obsolescence.

THANK YOU