PROJECT ON CADBURY

DAIRY MILK

 PRESENTED BY MD ABID
 ROLL NO :- 18MBA0046HY
 SUBMITTED :- RESHMA NIKHAT MADAM
 INTRODUCTION
 Cadbury is a leading global confectionary Co.
with a outstanding portfolio of chocolate, gum,
& candy brands.

 Cadbury selling their products in almost every

country around the world.

 It’s one purpose to capture the spirit of what

they are trying to achieve as a business.
 HISTORY OF CADBURY
CHOCOLATE COMPANY

 1824 aged 22 JOHN CADBURY a young Quaker, opens a

small grocers shop in Birmingham –making chocolate on
the sideline.
 1847 John Cadbury moves his business to a larger factory,
as his company becomes the Cadbury brothers- his brother
Benjamin joining him.
 1861 John Cadbury retires and sons Richard & George
take over the company.
 CONTINUED……….

 1879 Cadbury chocolate company moves to Bournville. Over

the next 10 years the number of employees grows to 1200.

 1893 Cadbury company builds a village for it’s employees.

 1920’s The Cadbury script logo is first used.

VISION OF
 Promotion of brands carrying mass Franchise
without compromise on quality.

 Better product quality and packaging.

 Efficient working capital management.

 Increasing the market depth including rural

Indians coverage.
 MISSION OF
 Increase the width of chocolate
consumption with low price point pack.

 Maintain image leadership through a

superior marketing mix.

 Be a significant player in the gifting

segement.
 PRODUCT OF
The Company manufacture
& sales:-

 Chocolates
 Malted foods
 Cocoa Powder
 Sugar Confectionary
 Drinking chocolate & small extract
What is Chocolate ?
 CHOCOLATE, is a general term for the
products of the seeds of cocoa or chocolate
tree, used for making beverages or
confectionery.
 WHAT MAKES CADBURY
CHOCOLATE SPECIAL
 Cadburys Chocolate is special. But why ?
The answer is it’s unique taste and style.

 While in production cocoa butter is added

giving it a taste different to any other
chocolate.
POPULAR BRANDS IN INDIA
 PRICE OF
WEIGHT(gm) PRICE(RS)
10.5 5
22 10
40 20
42 CRACKLE 25
95 50
80 FRUITE & NUT 55
165 90

Price mentioned above are same all over India

EG. 5 RS PACK WAS OF 13 gm BUT NOW IT IS 10.5 gm

 PLACE OF
Five company-owned manufacturing facilities:-
 Thane
 Induri (Pune)
 Malanpur(Gwalier)
 Bangalore
 Baddi (Himachal pradesh)

4 Sales offices :- THESE

 New delhi FACTORIES
 Mumbai ARE MAXIMUM
8000 TONNES OF
 Kolkata CHOCOLATE
 ChennaI MANUFACTURE
ANNUALLY
Corporate/Head Office:-
 Mumbai
PROMOTION OF
 Strong brands are very important in the
chocolate confectionery market.
 Almost 80% Chocolate purchases are
made on impulse .
 The media mix for the campaign comprises
TV, outdoor, internet and radio.
 Use of emotional appeals in advertising.
 Concentrated more on TV advertisement.
 SLOGAN OF
 Campaign :- ‘Khane walo ko khane ka bahana chahiye’.
Target :- widening chocolate consumption among the masses.

 Campaign :- ‘Kuch metha ho jaye’.

Target :- to associate Cadbury with celebratory ooccasion.

 Campaign :- ‘pappu pass ho gaya’.

Target :- encourage those who have pass the exams to celebrate
with dairy milk.

 Campaign :- ‘AAJ PAHLI TARIK HAI’.

Target :- To celebrate pay day/salary day.
 CONCLUSION OF
 Theprospective customers of
Cadbury dairy milk have changed
from kids to adults – including every
family member to celebrate any
occasion with Dairy Milk.

 Chocolate milk has appeal as a

recovery aid because it is relatively
inexpensive and readily available.