By: Pradeep karki -1419 Manish saran - 1419

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 units 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

Cadbury India operates in three sectors vi. Chocolate Confectionery Milk Food Drinks Candy category

Their core purpose "Working together to create brands people love

Is the place that the firm's product occupies in the mind of the consumer relative to competing products on important or determinant attributes.

Premium pricing high price is an indication of good quality attract status-conscious consumers Goldilocks pricing It is commonly used to describe the practice of

providing a "gold-plated" version of a product at a premium price in order to make the next-lower priced option look more reasonably priced .

Demand-based pricing

market share

40%

30%

30%

cadbury

dairy milk

nestle and others

With a turnover of Rs 729 crore (Rs 7.29 billion) in 2003, Cadbury has a 70 per cent market share in chocolates and Dairy Milk chocolate has 30 per cent

Share capital of the company is Rs. 35.7 crore

Total shares outstanding amount to 3.57 crore

Face value per share is Rs.10 Share is currently trading at Rs. 418 Market capitalization of the company is

Rs.1990.52 crore Parent Cadbury Schweppes holds 51%

stake in the company

Cadbury India, which derives nearly 76 per cent of its revenues from chocolates and sugar confectionery has seen its topline growth wind down from 19 per cent in 1999 to 12 per cent in 2000 and further to 7 per cent in the first six months of 2001.

The annual per capita consumption of chocolates actually fell from 312 grams in 1999 to 307 grams in 2000, while that for sugar boiled confectionery fell from 621 grams to 579 grams (ORG-MARG Milestone Papers: The Growth Inertia)

For the year 2007 Cadbury achieved year-on-year revenue growth for confectionery of over 6%, slightly ahead of its 4-6% target.

Ferrero Rocher Amul Nestle Bounty Hershey

A multi-media campaign was launched on TV, Internet, Radio and Outdoor

`Real Taste of Life‘ `just for kids' to the `kid in all of us‘ 'Khanewalon Ko Khane Ka Bahana

Chahiye‘ 'Kuch Meetha Ho Jaaye‘ " Jab Pappu Pass Ho jaye, Kuch Meetha

Ho jaye" captured the thought of celebrating a moment of delight with Dairy Milk

“The Campaign of the Century”

It make product easier, safer & more versatile. It also affect consumers attitude toward a product,

which in turn affect their purchase decision

The packaging achieved impact by using bright, fiery colors for the product name and contrasting them against the deep and instantly recognizable 'Cadbury purple', which communicated the manufacturer's heritage.

Three different packaging formats were developed in order to maximize the various multi-purchase opportunities available

It facilitates exchange between producers, other intermediaries & the final consumers of the product.

Cadbury uses direct marketing chain Their website informs buyers about….

› All Cadbury products› Information about product sponsorship