The sweetest story
ever told… or heard
Criollo
Forastero
By:- Nirav Katrodiya
History of Cadbury
 John Cadbury was born in
B’ham to Richard Cadbury
who was from a wealthy
Quaker family in U.K. in
1797.
 Establish
cause
was
alcohol.
 Tea dealer in 1818 in
leeds.
 Returning to B’ham in 1824
& opened a shop at Bull
Street.
 1831-rented factory for
drinking
chocolate
&
cocoa.
 Larger factory with his
brother
Benjamin
and
started selling 16 type of
drinking
chocolates
largest till 1960s.
History of Cadbury
 Both brothers became partner in 1848 for 7 years.
 Founded factory in bournville in 1861- largest chocolate
production in U.K..
 Opened an office in London & received a Royal Warrant as
a manufacturer of chocolate and cocoa to Queen Victoria in
1854.
 1897- Manufactured 1st milk chocolate. In 1899 factory
employed 2,600 people and became corporate.
 1950- Cadbury opened its first overseas factory near Hobart,
Tasmania.
History of Cadbury
 1969 - Cadbury merged with Schweppes to form Cadbury
Schweppes. Schweppes was a well-known British brand that
manufactured carbonated mineral water and soft drinks.
 Today Cadbury Schweppes is the largest confectionery
company in the world, employing more than 70,000
employees.
Cadbury India
 In India, Cadbury began its operations in 1948 by importing
chocolates. It today has 5 company-owned manufacturing
facilities at Thane, Induri (Pune), Malanpur (Gwalior),
Bangalore & Baddi (Himachal Pradesh) & 5 sales offices in
5 metros. The corporate office is in Mumbai.
 It works as teams to convert products into brands.
 Cadbury enjoys a value market share of over 70% - the
highest Cadbury brand share in the world! The 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
Values of Cadbury
Our core purpose is creating brands people love
 Performance
We are passionate about winning. We compete in a tough but fair.
We are prepared to take risks and act with speed.
 Quality
We put quality and safety at the heart of all of our activities.
 Respect
We genuinely care for our business and our colleagues. We listen,
understand and respond. We are open, friendly and welcoming.
 Integrity
We have clear principles and do what we say we will do
 Responsibility
We take accountability for our social, economic and environmental
impact. In this way we aim to make our business, our partners and
our communities better for the future.
Brand Positioning
 Cadbury is available at almost all part of India with
price band of Rs.0.50 to around Rs.1000.
 Worldwide Cadbury make and sell 5 kinds of
confectionery: choco., gum, candy, beverages &
snacks etc.
 Cadbury operates in over 60 countries.
 Cadbury work with around 35,000 direct and indirect
suppliers.
 Cadbury employs around 70,000 people.
 Every day millions of people around the world enjoy
our brands.
 No.1 position in 20 of the 50 largest confectionery
markets across the globe.
Effect of chocolate on
body
 Teeth
Tannins, may play a role in inhibiting plaque formation by coating it.
 Brain
Research has said that choc. can lead to good mental performance.
 Throat
Imperial College, London in 2004 claimed that theobromine
contained in chocolate are 3rd more effective at stopping coughs.
 Heart
University of California in 2000 has shown that a bar of milk
chocolate (45g) contains the same quantity of antioxidants as a
150ml glass of red wine. Dark chocolates with higher levels of
cocoa contain even more.
 Circulation
University of Cologne revealed that dark chocolate helps
lower blood pressure- for consumers of dark chocolate only.
 Bones
Milk and milk products.
Brand Portfolio
• Chocolates
• Beverages
• Snacks
• Candy
• Gum
 The story of Cadbury Dairy Milk started in 1905 at
Bournville, U.K., but in India it began in 1948.
 Today, Cadbury Dairy Milk alone holds 30% value
share of the Indian chocolate market.
 Cadbury Dairy Milk emerged as the No. 1 most
trusted brand in Mumbai for the 2005 edition of
Brand Equity's Most Trusted Brands survey.
 During the 1st World War, Cadbury Dairy Milk
supported the war effort. Over 2,000 male
employees joined the armed forces and Cadbury
also sent C.D.M.s for soldiers.
 2nd largest after CDM with a market share of 18%.
 Launched in 1969 as a bar of chocolate with one
of the key properties that Cadbury 5 Star was
associated with was its classic Gold colour. And
through the passage of time, this was one property
that both, the brand and the consumer stuck to as
a valuable association.
• 1996- Perk targeted the snacking space.
• Preity Zinta, Raageshwari, Gayatri Joshi and
Amrita Rao, were all Perk models before they
made it big on cinema screens.
 Replacement for Mithai and dry- fruits. It is success as a gifting
brand.
 The communication is based on the emotional route and the tag
line says "rishte pakne do" which fits with the brand purpose of
strengthening your relationships with something sweet.
The "Rishte Pakne do" jingle was penned by writer Gulzar.
Cadbury Temptations is a range of delicious premium
chocolate in five
flavours.
• Cadbury temptations is a range of premium
chocolate in 5 flavors.
• It connected to a niche segment of “ chocoholics”
• Cadbury Temptations is a range targeted at this
segment of chocolate lovers.
 Eclairs was first discovered by a local firm in London,
in the 1960s., which became part of Cadbury in 1971
and makes it 2nd largest brand in the company.
 Dairy milk Eclairs – Only in India.
•
GEMS was introduced in India in 1968.
The colorful world of Cadbury Gems
does not include the black color in India.
• Bubbaloo was first launched in Latin America in 1984.
• Bubbaloo is sold in 25 countries. The record for the
largest bubblegum bubble ever blown is 58.4cm. And it
blown by Bubbaloo in New York City, in 1994.
• Halls stands for 50% of international cough drop sales.
• Halls is marketed in 24 different countries around the
world & is offered in over 26 flavors.
» In 2002, people consumed 100,000 tons of
Halls.
» 1st Halls was sold in 1931.
• It was launched as the 1st Cadbury product in
India in 1948.
• It gives Cadbury 17% of its revenue. Cadbury
Bournvita reaches across many cities, towns and
villages through 3,50,000 outlets in India.
• In the 1980 Moscow Olympics,
• The Bournvita Quiz Contest – started in April 12th
1972 - 500 episodes -reaches more than
11,25,000 students, - 4000 schools - 66 cities and
7 countries - UAE, Kuwait, Qatar, Oman, Bahrain,
Nepal and India.
Emotional touch
Loyalty of Customers,
High repeat purchase Rate .
Emotions are attached.
Part of happiness.
Cadbury CBBE Pyramid
Resonance
Resonance
Innovative tastes.
Transformer
One of the World’s best chocolates
& always come up with new tastes.
Childhood.
Social Approval for celebrations.
Love , friendship.
Judgments
Judgments
Unique Product
Uniqueness in taste of all
the product they provides.
Performance
Feelings
Feelings
Imagery
Salience
High Awareness
Almost all people know about it.
Classic image.
Image of good quality and trust
Through ambassadors ,
“Its for us.” type of image.
Achievements
• SILVER award for the 'Most Effective Use of
Advertising‘ by region's most prestigious Asian
Marketing Effectiveness Awards-2008.
• Cadbury India has been ranked as the 7th Great
Place to Work and the No. 1 FMCG company in
India in 2008, by the Great Place to Work Institute.
• Cadbury Dairy Milk & Bournvita have been
declared a `Consumer Super brand' for 2006-7 by
Super brands India.
• Cadbury India has been ranked 5th in the FMCG
sector, in a survey on India's most respected
companies by sector conducted by Business
World magazine in 2007.
P.O.P’s
 Quality
 Availability
 Packaging
 Real cocoa
 Customer loyalty
 Pric
P.O.D’s
 Unique taste
 Communication
 Product range
 Emotion
 Heritage
 Distribution channel
 Price range
Interesting facts of Cadbury
• Cadbury was the first company to include pictures
instead of printed text on chocolate boxes.
• In 1886 Cadbury became one of the first firms to have
dining rooms with kitchens and food for sale.
• So many children joined Cadbury’s Coco cub Club that
it had 300,000 members in 1936.
• Cadbury uses more than 60, 000 tones of cocoa each
year.
• Cadbury have 202 products under its belt.
Interesting facts of Cadbury
• Confectionery revenue in 2006 - 4.85 billion pounds
• Underlying operating profit in 2006 - 648 million pounds
• Number of plants – 70 and expense for social responsibility
was 41.2 ml$ in 2006.
• George Cadbury didn’t want to take mothers away from their
children, so he developed a company rule that women had to
leave work when they got married. Each married woman was
given a bible and a carnation as wedding gifts.
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