MARKETING ASSIGNMENT FOR MBA SEM 1
Name: Salonee Kenkre
Batch: 2020 – 2022
Cadbury is a British confessionary conglomerate owned by Mondelēz International. The
initiation of this global began in Birmingham England in 1824 by John Cadbury who sold tea,
coffee and drinking chocolate. John Cadbury began the business with his brother Benjamin,
followed by his sons Richard and George. Their best selling product, the dairy milk
chocolate was introduced to consumer markets in 1905, and soon became the company’s
bestseller due to the higher proportion of milk in the product in comparison to its rivals.
Cadbury merged with J. S. Fry & Sons in 1919, and Schweppes in 1969. Following acquisition
by Kraft Foods in 2010. In 2011, Kraft Foods split into two companies, which gave birth to
Mondelēz International, of which Cadbury stands as its subsidiary to this day.
Cadbury was introduced to Indian markets in the year 1948 by importing the chocolate
during the British era. It soon proved to be a consumer favourite and it is still till this day
and age. Cadbury India is headquarter in Mumbai while having production units in Thane,
Induri (Pune) and Malanpur (Gwalior),Hyderabad, Bangalore and Baddi (Himachal Pradesh)
and sales offices in New Delhi, Mumbai, Kolkata and Chennai.
Cadbury’s marketing strategy for India
Cadbury India’s marketing strategy for India stems from the core concepts of marketing, to
satisfy the needs and wants of the consumers by offering a value product. Ever since its
inception in India, Cadbury has adopted the behavioural demographic concept of marketing
for its consumers. In the early advertisements and the ongoing one’s Cadbury India has
always showcased some emotional or sentimental property that has kept the consumers
loyal and connected to the brand on a whole other level.
Even to this day, Cadbury’s ‘celebration’ product line is a hosteller during Diwali and other
major Indian festivals despite the various competitors with a similar product offering.
Their latest ad campaign, ‘not just a Cadbury ad’ has been the first ever hyper personalised
advertisement in the recent times. This particular campaign aims to promote local boutique
businesses that have been suffering the economic damages in the ongoing pandemic.
Another popular marketing campaign was the ‘kuch meetha hojaye’ featuring Amitabh
Bachchan. This advertisement soon gained popularity given the actors’ fan following.
This shows how through various ways, Cadbury India has always proven to have an edge in
their marketing strategies towards Indian consumers of all age groups.
Cadbury India’s product line
The product range of Cadbury India is massive and they make it count. The products in the
marketing mix of Cadbury are bifurcated according to the festive seasons and they are also
varied according to the sales in each region. The other Cadbury products are based on
festive occasions like Diwali and Holi. The products are not only related to the chocolates
but there are other products like beverages and desserts, which are also in their product
line. Cadbury India has also introduced different variations amongst its product line, to
suite consumer tastes and preferences for example ‘the silk’ range has different variations
ranging from Oreo to Caramel flavours.
Chocolate bars:
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Cadbury dairy milk
Cadbury dairy milk silk
Bourneville
5 star
Perk
Gems
Cadbury lickables
Cadbury fuse
Cadbury temptations
Cadbury nutties
Beverages:
 Bournvita
 Tang
Biscuits:
 Oreo
 Cadbury chocobix
Candy:
 Éclairs
 Halls
Gum:
 Bubbaloo