Cadbury Expansion 1

8/11/2019 Cadbury Expansion 1

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ACKNOWLEDGEMENT

We would like to take opportunity to acknowledge the innumerable

guidance and support extended to us by all the group members of project.

In execution and preparation of our project on the topic of “CADBURY”.

With immense please we are presenting “Cadbury India” project report

as part of the curriculum of BBA. We wish to thank all people who gave

us unending support. In this project, we have given brief description

about the organization, which has been started by the women‟s

organization.



We express our profound thanks to our head of department Mr Siddharth

Shastri

and our project Head Miss. Hitesha Singh and all those who have

indirectly guided and helped us in preparation of this project.



Introduction

The Cadbury‟s Inc has taken the opportunity to offer us a broader

view of chocolate category. The Cadbury India‟s no.1 Chocolate is able

to share with their market insights based upon unparalleled breath of

chocolate experience. Cadbury is a multinational company and the

Cadbury dairy milk is a brand of chocolate which is made by Cadbury.

Cadbury made different types of chocolates and other products which is

sold in several countries around the world. It first sold its products in

United States in 1905.

Cadbury has grown from strength to strength with new

technologies being introduced to make the Cadbury confectionary

business, one of the most efficient in the world. The merge in 1969 with

Schweppes and the subsequent development of the business have led to

Cadbury Schweppes taking the led in both, the confectionary and soft

drink market intech UK and becoming a major force in the international

market. Cadbury Schweppes today manufactures product in 60 countries

and a trade in staggering 120. The Cadbury story is a fascinating story of

a family business that grew in one of the biggest, most loved chocolate

brand in the world. A story that you will remember as the story of “The

taste of life”.



Company Overview

Cadbury is a leading global confectionery company with an

outstanding portfolio of chocolate, gum and candy brands. They create

brands people love - brands like Cadbury, Trident and Halls. Their

heritage starts back in 1824 when John Cadbury opened a shop in

Birmingham selling cocoa and chocolate. Since then they have expanded

their business throughout the world by a programme of organic and

acquisition led growth. On 7 May 2008, the separation of their

confectionery and Americas Beverages businesses was completed

creating Cadbury plc with a vision to be the world's BIGGEST and BEST

confectionery company.

A few facts and figures

They make and sell three kinds of confectionery: chocolate, gum

and candy.

They operate in over 60 countries.

John Cadbury opened for business in 1824 - making us nearly 200

years young.

They work with around 35,000 direct and indirect suppliers.

They employ around 50,000 people.

Every day millions of people around the world enjoy their brands.

Their Business

With over 45,000 employees working across their business in over

60 countries, Cadbury is a large and complex organization.

From 2003 to 2008 the confectionery business was led through a

strong regional model to ensure their top-down strategy was

http://www.cadbury.com/ourbrands/featurebrands/Pages/CadburyDairyMilk2.aspx

http://www.cadbury.com/ourbrands/featurebrands/Pages/Trident2.aspx

http://www.cadbury.com/ourbrands/featurebrands/Pages/Halls2.aspx

http://www.cadbury.com/ourcompany/ourheritage




http://www.cadbury.com/ourbrands/featurebrands/Pages/Halls2.aspx

http://www.cadbury.com/ourbrands/featurebrands/Pages/Trident2.aspx

http://www.cadbury.com/ourbrands/featurebrands/Pages/CadburyDairyMilk2.aspx



consistently implemented around the world. In 2006, they

introduced a strong category-led commercial organization which

has progressively been developing its role and impact since.

At the beginning of 2009, they eliminated the regional structure to

operate as seven business units and leverage the strengthened

category leadership across their markets. In this section, you can

find a description of their business units and functions.

Business units

Their operations are split into seven business units:

Britain and Ireland,

Middle East and Africa (MEA),

North America,

South America,

Europe,

Asia, and

Pacific

While each unit‟s management focuses on commercial operations in their

geographical area, the unit also maintains teams from each of the

functions below.

Functions

In conjunction with the seven business units described above, they have

seven global functions.

Category-led functions:



Commercial

Science & Technology

Supply Chain

Corporate functions:

Human Resources and Corporate Affairs

Finance and Information Technology

Legal and Secretariat

Strategy

This structure enables the business units to focus on delivering the

Group‟s commercial agenda and top-line growth, and allows the

functions and categories to develop and drive global strategies and

processes towards best in class performance, while remaining closely

aligned to the regions' commercial interests.

Their Marketplace

Cadbury operates in the global confectionery market. The market is large,

growing and has attractive dynamics. The global confectionery market is

the world‟s four largest packaged food markets. It represents 9% of that

market, and has a value at retail of US$141 billion. Chocolate is the

largest category, accounting for over half of the global confectionerymarket by value. Gum is the fastest growing confectionerycategory.

Globally, confectionery is growing at around 5% p.a., faster than many

other packaged food markets. Developed markets, which account for

around 67% of the global market, grew 3% p.a. between 2001 and 2006.



Focus Brands

They are investing in their most advantaged brands. Together, they

generate approximately half their total revenue and have significantly

higher profitability than their confectionery portfolio as a whole. They are

Cadbury Dairy Milk, Trident, Halls, Green & Black‟s, The Natural

Confectionery Co., Creme Egg, Eclairs, Flake, Dentyne, Clorets,

Hollywood, Stimorol and Bubbaloo.

By being globally strong across all three confectionery categories,

they are building competitive advantage – creating the right range, to be

available everywhere, and for everyone. They have a natural growth path based on making the most of their total confectionery business and

specific strategies for each category. In many markets they are already

leaders in one or two categories and can expand into a second or third by

making the most of their global capabilities. So in the UK their strength

in chocolate and candy has enabled us to launch successfully into gum.

Similarly in India, they‟ve expanded into the bubblegum business. And in

the USA, they‟ve added chocolate to their gum and candy business.

Categories

Within confectionery there are three categories: Chocolate,

Candy and Gum. We have a total confectionery model with strong

positions in all three categories. For more information on our categories

and brands please see Categories and Our Brands.

http://www.cadbury.com/OURCOMPANY/OURBUSINESS/CATEGORIES/Pages/default.aspx

http://www.cadbury.com/ourbrands

http://www.cadbury.com/ourbrands

http://www.cadbury.com/OURCOMPANY/OURBUSINESS/CATEGORIES/Pages/default.aspx



Category dynamics vary

Overall, the confectionery market is relatively fragmented.

Even after the merger of Mars and Wrigley, the top five players account

for only 42% of the market.

Chocolate: Represents the biggest segment in the category with a

55% share in value and has been growing at a rate of 6% in the last four

years. Chocolate is mainly a regional business where consumers seek a

particular taste in each market. This brings about fragmentation in the

market as well as complexities in production. The top five producers

account for 50% of the global market, and there is scope for

rationalization.

Gum: With a 14% share in confectionery sales, is the fastest growing

segment at 7%, led by innovation and marketing. This is the most

consolidated segment with the top two players, Wrigley and Cadbury,

accounting for over 60% of the market. Gum „travels well‟ and well-runglobal businesses can generate good economies of scale. Innovation and

formulation are also important barriers to entry to new competition.

Candy: Is the most fragmented confectionery segment with a

proliferation of local brands and growth around 4%. The top five players

represent only a quarter of global confectionery sales. Functional candy

such as cough drops, indulgent candy such as premium toffees andnatural products without artificial colours or sweeteners, has been drivers

of market growth.





Capability: Their capability priority ensures they continue to invest

in the right organization and skills to win. They have simplified and

strengthened their organization to a pure-play confectionery business.

They manage their commercial strategies on a global basis through

their three categories of chocolate, gum and candy and strong

functional leadership.

Values of Cadbury

They are performance driven, values led. Throughout

changing times, their constant values have inspired us to be pioneers in

business and in corporate responsibility. They help ensure they are proud

of their company and are critical to their core purpose of creating brands

people love.

Their values are:

Performance: They are passionate about winning. They compete in

a tough but fair way. They are ambitious, hardworking and make the

most of their abilities. They are prepared to take risks and act with

speed.

Quality: They put quality and safety at the heart of all of their

activities – their products, their people, their partnerships and their

performance.

Respect: They genuinely care for their business and their

colleagues. They listen, understand and respond. They are open,

friendly and they coming. They embrace new ideas and diversecustoms and cultures.



Integrity: They always strive to do the right thing. Honesty,

openness and being straightforward characterize the way they do

business. They have clear principles and do what they say they will

do.

Responsibility: They take accountability for their social, economic

and environmental impact. In this way they aim to make their

business, their partners and their communities better for the future.

Their Business Principles are their code of conduct and also take accountof global and local cultural and legal standards. They confirm their

commitment to the highest standards of ethics and business conduct.



THE LEGEND CALLED CADBURY

1824 – A business was opened in 1824 by a young Quaker, John

Cadbury, in Bull street Birmingham was to be the foundation of Cadbury

Limited, now one of the world‟s largest producer of chocolate.

1831 – By this year the business had changed from a grocery shop and

John Cadbury had become a manufacturer of drinking chocolate and

cocoa. This was the start of Cadbury manufacturing business as it is

known today. A larger factory in Bridge Street Birmingham was rented in

1847, John Cadbury was joined by his brother Birmingham and the

business became Cadbury Brother of Birmingham.

1861 – John Cadbury resigned his business and handed over to his sons,

Richard, 25 and George, 21 who after 5 difficult years almost shut down

the business to take up other vocation. Fortunately for generation of

chocolate lovers, they didn‟t.

1866 – Saw a turning point for the company with the introduction of a process for pressing the cocoa butter from the coca beans. This not only



enabled Cadbury Brothers to produce pure coca essence, but the plentiful

supply of coca butter remaining was also used to make new kind of eating

chocolate. The essence was advertised as „Absolutely pure, therefore

best‟.

1879 – Business prospered from this time and Cadbury Brother outgrew

the Bridge Street factory, moving in 1879 to a „Greenfield‟ site some

miles from the center of Birmingham which came to call Bourneville.

The opening of the Cadbury factory in a garden also heralded a new era

in industrial relations and employee welfare with joint consultation being

just one of the introduced by the pioneering Cadbury Brothers.

1899 – In this year the business private limited company – Cadbury

Brothers Limited progress since the start of the century. Chocolate has

moved being a “luxury” item to well within the financial reach of

everyone.

1905 – Cadbury has many famous brands with one of major success story being Cadbury‟s Dairy Milk chocolate launched in 1905, today Britain‟s

favorite moduled chocolate bar.

Cadbury today is the market leader in the U.K chocolate confectionary

market, employing the most advanced processing technology and

management information and control techniques. The company is the

confectionary division of Cadbury Schweppes plc which is major force in

the confectionary and soft drinks international market.World - wide

Cadbury is one of the pre – eminent names in confectionary with

impressive range of famous brands.

Quality has been the focus of the Cadbury business from the very

beginning as generations have worked to produce chocolate with that



very special taste, smoothness and snap, so characteristics of Cadbury‟s

chocolate.



HISTORY OF THE ORGANISATION AND OBJECTIVE

CADBURY INDIA

Cadbury began its operations in 1948 by importing chocolates and then

re-packing them before distribution in the Indian market. After 59 years

of existence, it today has five company-owned manufacturing facilities at

Thane, Induri (Pune) and Malanpur (Gwalior) , Bangalore and Baddi

(Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota

and Chennai). The corporate office is in Mumbai. Our core purpose

“Working together to create brands people love” captures the spirit of

what we are trying to achieve as a business. We collaborate and work as

teams to convert products into brands. Simply put, we spread happiness!

Currently Cadbury India operates in three sectors viz. Chocolate

Confectionery, milk food Drinks and in the Candy category.

In the Chocolate Confectionery business, Cadbury has maintained its

undisputed leadership over the years. Some of the key brands are

Cadbury Dairy Milk, 5 Star, Perk, Éclairs and Celebrations. Cadbury

enjoys a value market share of over 70% the highest Cadbury brand share

in the world! Our flagship 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.

In the Milk food drinks segment our main product is Bourn vita – the

leading Malted Food Drink (MFD) in the country. Similarly in the

medicated candy category Halls is the undisputed leader. We recently

entered the gums category with the launch of our worldwide dominant

bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries worldwide.

The Cadbury India Brand Strategy has received consistent supportthrough simple but imaginative extensions to product categories and



distribution. A good example of this is the development of Bytes. Crispy

wafers filled with coca cream in the form of a bagged snack, Bytes is

positioned as “The new concept of sweet snacking”. It delivers the taste

of chocolate in the form of a light snack, and thus heralds the entry of

Cadbury India into the growing bagged Snack Market, which has been

dominated until now by Salted Bagged Snack Brands. Bytes were first

launched in South India in 2003.

In India, Cadbury began its operations in 1948 by importing

chocolates.After 60 years of existence, it today has five company-owned

manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior),

Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi,

Mumbai, Kolkota and Chennai).



ORGANISATION STRUCTURE

Chairman

C Y Pal

Chairman - Non Executive

Managing Director



Cadbury’s Dairy Milk Story

Chocolate has been enjoyed by successive generation since the

manufacturing process was developed in the Victorian Times. Good

chocolatiers is an art form depending on recipe traditions, which have

grown over the years. Chocolatiers have use their skills to make balanced

recipe in which all the ingredients combine to produced chocolate with all

the characteristics that enable full delicious taste to be enjoyed by the

consumers.

By today‟s standards the first chocolate for eating would have beenconsidered quite unpalatable. It was the introduction of the Van Houten



cocoa press from Holland that was the major break through in the

chocolate production as it provided extra cocoa butter needed to make a

smooth glossy chocolate.



AN INSIGHT ON 5 P’S OF MARKETING (CADBURY)

5 P’S Of Marketing

1 - PRODUCT :

The average company will compete for customer by conforming to his

expectation consistently. But the winner will surpass them by constantly

exceeding his expectation, delivering to his door step additional benefits

which he would never have imagined . Cadbury‟s offer such product. The

wide variety products offered by the company include:

I. Chocolate & Confectionary

1) Dairy Milk

2) Fruit & Nut

3) 5 Star

4) Break

5) Perk

6) Gems

7) Eclairs

8) Nutties

9) Temptation

10) Milk Treat

II. Beverages

III. Food Drinks



1) Bourn vita

2) Drinking chocolate

3) Cocoa

2 - Pricing

Make no mistake. Second P of marketing is not another name for blindly

lowering prices and relying on this strategy alone to increase sales

dramatically. The strategy used by Cadbury‟s is for matching the value

that customer pays to buy the product with the expectation they have

about what the production is worth to them.

Cadbury‟s has launched various products which cater to all customer

segments. So every customer segment has different price expectation

from the product. Therefore maximizing the returns involves identifying

right price level for each segment, and then progressively moving through

them.

Dairy Milk Rs. 15

Perk Rs. 10

5 Star Rs. 10

Friut and Nut Rs. 22

Gems Rs. 10

Break Rs. 5

Nutties Rs. 18

Bournvita (500 gm) Rs. 104



Drinking chocolate Rs. 50

3 - Physical Distribution – “Place”

Distribution Equity:It takes much more time and effort to build, but once

built, distribution equity is hard to erode.

The fundamental axiom of Indian consumer market is this:

You can set up a state-of – the-art manufacturing facility, hire the hottest

strategies on the block, swamp prime television with best Ads, but the

end of it all, you should know how to sell your products. The cardinal

task before the Indian market in managing is to shoe-horn its product on

retail shelves. Buyers are paying for distribution equity not brand equity

and market shares.

Why does the company need distribution equity more in India? With

technology and competitive pressure slash in it is becoming increasing

difficult for marketers to retain a unique product differentiation for long

period. In a product and price parity situation, the brand that sells more is

the one that reaches the highest number of customers.

India – 1 billion people, 155 million household has over 4 million retailoutlets in 5351 urban markets and 552725 villages, spread cross 3.28

million sq. km. television has already primed and population for

consumption, and the marketer who can get to the to the consumer ahead

of competition will give a hard – to – overtake lead. But getting their

means managing wildly different terrains-climate, language, value

system, life style, transport and communication network. And your brandequity isn‟t going to help when it comes to tackling these issues.



Own distribution network consist of clearing and forwarding (C&F)

agents & distribution stockiest. This network of distribution can either

contact wholesalers and which in turn retailers or the distributors can

contact to the retailers directly.

Once the stock product reaches retailers, the prospective customers can

have access to the product.

Cadbury‟s distributes the product in the manner stated above.

Cadbury‟s distribution network has expanded from 1990 distributors last

year to 2100 distributors and 4,50,000 retailers. Beside use of TI to

improves logistics, Cadbury is also attempting to improve the distribution

quality. To address the issue of product stability, it has installed visi

colors at several outlets. This helps in maintaining consumption in

summer when sales usually drops due to the fact that the heat affects

product quality and thereby off takes.

Looking at the low penetration of the chocolate, a distribution expansion

would itself being incremental volume. The other reason is arch rival

Nestle reaches more than a million retailers.

This increase in distribution is going to be accompanied by reduction in

channel costs. Cadbury‟s marketing costs, at 18% of total costs, is much

higher than Nestlé‟s 12% or even pure sugar confectionery major Parry‟s11%. The company is looking to reduce this parity level. At Cadbury,

they believe that selling confectionery is it like selling soft drinks.



4 - Promotion

Effective advertising is rarely hectoring or loudly explicit…. It often both

attracts and generates arm feelings. More often than not, a successful

campaign has a stronger element of the unexpected a quality that good

advertising shares with much worthwhile literature.

To penetrate into the inner recesses of customer memory, communication

must first ensure exposure, grab his attention evoke his comprehension,

grab his acceptance and then extract retention competing with thousands

of other units of communication trying to do the same.

Finding showed that the adults felt too conscious to be seen consuming a

product actually meant for children. The strategic response addresses the

emotional appeal of the band to the child within the adult. Naturally, that

produced just the value vacuum that Cadbury was looking to fill.

Thereafter it was the job of the advertising to communicate customer the

wonderful feeling that he could experience by re-discoursing the careful,

unselfish conscious, pleasure – seeking child within him – and graft these

feeling onto the Ad campaign like “Khane Walon Ko Khane Ka Bahana

Chahiye” for CMD and “Thodi Si Pet Pooja – Kabhi Bhi Kahin Bhi” for

Perk have been sure shot winner with the audience.

Whirl with the new launched temptations with the slogan “Too To Share”

the communication resolves around the reluctance of a person who‟s got

their hand on a bar of temptation to let anyone else to have a bite. As well

as outdoor and radio ads, ad agency contract has created communication

for cinemas and even ATM machines for the brand.

All ICICI‟s ATM a message flashes on the screen as soon as customer

inserts his ATM card. It tells the customer that this would be good time to



get out of his temptation since he/she is bound to be alone. Something

familiar is planned for phone-book as well. In cinemas, Cadbury has a

message on-screen just before the lights are dimmed to give them a

chance to get their temptations. There will also be after dinner sampling

in restaurants – to begin with, 30 catteries in Mumbai have been selected.

The next round of activity will include the wafer-chocolate Perk and the

Picnic bar, which has faced problems with its taste, because of the peanut

it contains. Milk treat has also been launched in a module bar form, just

in time of Diwali gifting market. Éclairs has got potential for much wide

distribution, in a small sweets that airlines, hostels, and up market retail

outlet offer to guest and customers.

Ad spend in 2000 was about 14% of sales and the management said that

plans to maintain as spend at this level in the current year also.

Ad since any discussion today would be incomplete without mention „e‟

word, the management plans to tap this new channel of marketing. Besidethree company

website(i.e.www.cadburyindia.com,wwww.bourvita.com,www.cadburygi

ft.com) that the company has launched, it had also entered into various

marketing relationship with other portals, specially targeted during

festivals and events such as Valentines day , etc….

It‟s a combination of spiffing up its key brand, researching and improving

the newer products that haven‟t taken off, supported with high ad –

spends that Cadbury hopes will see it emerges stronger after the current

slowdown, as well as expand the market.



5 – Positioning

In the 1970s consumers were ready to pay “more for more”, and luxury

goods flourished. In the 1980s, consumers began to demand “more for

same”, and the discounting era grew strong. Today‟s consumer

demanding “more for less”, and the winner will be that super value

marketers…. Some of today‟s most successful companies recognize those

customers are more educated and able to recognize true customer value…

Positioning is simply concentrating on an idea – or – even a word defines

that company in the mind of the consumer. It is more efficient to market

one successful concept to one large group of people than 50 product or

service ideas to 50 separate group… repositioning is a must when

customer attitude have changed and product have strayed away from the

consumer‟s long standing perception of them…

Cadbury‟s is an anchor in sea of confectionary products. As a variety of

competitive claims assails her senses, today customer uses complicated

decision making process to assess the alternative before making a

purchase. Since Cadbury‟s is more clearly associated with a particular set

of attributes in terms of benefits and prices, the quicker becomes her

search process.



Positioning of individual product:

1) CMD: is and always remain flagship brand. The punch by the

company for advertising this product life. „Real taste of Life‟, itself

defines the positioning of the product. The chocolate is meant for all age

groups. It symbolizes fun, enjoyment, good items. It has goodness of

milk, taste and appetite appeal.

2) 5 star: although positioned internationally as an energy bar, 5 star was

positioned on an emotional platform in India during the late 1980s.

Symbolizing togetherness, 5 star was originally targeted at teenagers. InJune 1994, the company reworked the strategy for 5 star to make it a

source of energy. In fact, before the launch of Perk, 5 star‟s energy bar

positioning made it a snacking chocolate.

3) Éclairs: competing in the chewable toffees segment. Éclairs was re-

launched during the mid-nineties with a new name, Dairy Milk Éclairs.

4) Gems: broadcasting Gems, though, didn‟t prove to be feasible

proposition for Cadbury. Targeted at children under 12 years with „Gems

Bond‟ advertising. Cadbury decided to sell it to teenagers with the „Smart

Very Smart‟ campaign. But now, the company is retargeting children

with its animated commercial. “Gems are the best brand to speak to

children. Colorful chocolate buttons appeal most to children and that is

why Cadbury is re-targeting children.”

5) Crackle: it was the first Cadbury‟s chocolate to have crunch in it. It

was targeted as a funky chocolate to add spark to life.

6) Perk: in September, 1995, Cadbury preempted the launch of Nestlé‟s

Kit-Kat by rushing a new brand, Perk into the market. Positioned much

further on the functional scale of 5 star, Perk was meant to be light snack- product for subduing the first pangs of hunger.



7) Bournvita: positioned as tasty health drink. While its competitors

concentrated only on health aspect, Bournvita combined the nutritious

value

with taste.



SWOT AND PEST ANALYSIS OF CADBURY

SWOT ANALYSIS

Strength:

1. Very strong brand equity in India.

2. Due to its 54 years presence in India – has deep penetration – 2100

distributors; 450,000 retailers, 60 mid urban (22%) customers.

3. Three sectors; Chocs (70% share), Confec (4%), food drinks (14% -

leader in brown segment).

4. Low cost of production due to economic of scale. That means higher

profits. Better market penetration.

5. Second best manufacturing location throughout Cadbury Schweppes.

Weakness:

1. Poor technology in India compared to current international

technologies (Godiva, Mozart, Fazer, Dint, Naushans, etc...)

2. Ltd. Key products, only one central brand (CDM). Pralines range

totally wising in India.

3. “Make in India” tag once the economy opens up wore and imports rush

in.



Opportunities:

1. Tremendous scope for per capita consumption (160 gms of 8 – 10 kg)

2. Increasing per capita national income resulting in higher disposableincome.

3. Growing middle class and growing urban population.

4. Increasing gifts cultures.

5. Substitute to “Mithais” with higher calories/cholesterol.

6. Increasing departmental stores concept – impulse @ at cash counters.

7. Globalization: optimal use of global Cadbury Schweppes.

Threats:

a) Major :-

Due to low cost and highest brand equity, it is success in India.

b) Minor :-

Globalization will bring in better brands for upper end of the market

(Liest, Monarch, Godiva, etc…).

Conclusion:-

Will lose market share with globalization but will remain brand leader.



Pest Analysis:

P: Since the budget range is decontrolled, no political effects are

envisaged.

E: 1) Increasing per capita income resulting in higher disposable income.

2) Growing middle class/urban population – increase in demand.

3) Low cost of production – better penetration.

S: 1) Per capita consumption expected to increase – fashion.

2) Increasing gifts culture – increase in demand .

3) Lower cholesterol than “mithais” (sweet meat) subsbstitute demand.

T: Will have to reinforce technology to international levels once India is a

“free” economy.



Future prospective

Good growth in Chocolate (up 7%), led by continued strong performances in UK, India and South Africa.

Improved growth in Gum (up 4%) and Candy (up 11%) reflecting strong

performances in emerging markets and growth in North America and

Europe.

Excellent growth in Britain & Ireland (up 10%) and emerging markets

(South America up 18%, Asia and Middle East and Africa up 14%).

Year to date revenue growth of 5%, ahead of previous guidance for the

year

Year to date underlying operating margin growth of over 180 bps

underpinned by

a strong third quarter

Improved momentum increases our confidence in good revenue growth in

2010 and

2011

Marketing investment as a percentage of sales was 10.4% on a constant

currency basis reflecting the benefits of media deflation.



Conclusion:

Although other chocolate firms like NESTLE are giving good

completion to CADBURY, it stood in a no1 position. The CADBURY

success is because of their big vision i.e., “Be the worlds BIGGEST and

BEST Confectionery Company” and their purpose i.e., “Creating brands

people love”. In order for Cadbury to reach the peak of achievement, the

company would have to stress on the global growth of the product. It can be a risk to market it in the region France, but with careful study of the

target market segments and its economic position, it can be an attainment.

Cadbury should also look into other countries like the Asia Pacific in

order to market its products popular globally. But then again, careful

considerations to look at its major competitors and to obtain the rules and

regulations of a certain country are equally important.



BIBLIOGRAPHY

REFERENCES:

1. www.cadbury.com

2.

www.cadbury.co.uk

3. Wikipedia

4. www.businessteacher.org.uk

http://www.cadbury.com/

http://www.cadbury.co.uk/

http://www.businessteacher.org.uk/

http://www.businessteacher.org.uk/

http://www.cadbury.co.uk/

http://www.cadbury.com/

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Cadbury Expansion 1