History

Vision and Values

Process

Facts and Figures

Organizational Structure

HRET Policies

SWOT analysis

Marketing strategies

Ad Campaigns

Contents

John Cadbury

In 1824, John Cadbury, then aged 23, opened a tea and coffee shop next door to his father's drapery in Bull Street, Birmingham .

He branched out into cocoa, grinding the cocoa beans himself, and by 1831 the shop was devoted entirely to drinking chocolate (it was not for eating in those days).

1850s, he had a Royal Warrant from Queen Victoria and, in 1860, his sons George and Richard imported a Dutch chocolate press. Now, they could separate the cocoa liquid from the cocoa butter and create what we would recognize as a bar of chocolate.

Appalled by deplorable living standards in Birmingham, George and Richard had a vision of a 'factory in the country'. They bought a farm on the banks of the River Bourn and named it Bournville

Vision and Values

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”.

Performance: They are passionate about winning.Quality: They put quality and safety at the heart of all of their activitiesRespect: They genuinely care for their business and their colleaguesIntegrity: They always strive to do the right thingResponsibility: They take accountability for their social, economic and environmental impact

Their values are

Process of making CHOCLATE

Facts And Figures

•Cadbury is the world's second-largest confectionery company after Mars-Wrigley, making brands such as Dairy Milk chocolate, Trident gum and Halls cough drops.

•Cadbury is the largest global confectionery supplier, with 9.9% of global market share

•Cadbury has the No. 1 or No. 2 positions in more than 20 of the world's 50 biggest confectionery markets.

•Cadbury operates in more than 60 countries and employs more than 46,000 people.

•Illinois-based Kraft Foods Inc took over Cadbury for $18.9bn

•Kraft is the world's second-largest food group, after Nestle.

Cadbury India •Cadbury India is a fully owned subsidy of Kraft Foods Inc.

•With annual revenues of approximately $50 billion

•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) •Malanpur (Gwalior), •Bangalore and •Baddi (Himachal Pradesh)

•4 sales offices (New Delhi, Mumbai, Kolkota and Chennai).

Malanpur Factory

Baddi Factory

Cadbury India operates in four categories viz.

•Chocolate Confectionery, •Milk Food Drinks, •Candy and •Gum category.

Fact and Figures Confectionary Market in India

Indian confectionary industry: 1) Chocolates2) Hard boiled candies3) Éclairs and toffees4) Chewing gums5) Lollipops6) Bubble gums7) Mints and lozenges

Total confectionary mkt: Rs.41 bn

Total Vol. turnover : 2,23,500 tpa

Consumption: Urban :73% & Rural : 27%

Organizational Structure

Cadbury Schweppes is another global company that operates with a multinational strategy.

The confectionery industry is particularly well-suited to this kind of operation since tastes are so localized.

Cadbury operates subsidiaries in almost every region of the world. Although day-to-day management is handled by the Chief Executive

Committee, each region is represented on that committee

Thus the company operates in a DECENTRALIZED manner

Organizational Structure

Anand Kripalu President, South Asia & Indo China, Managing Director - Cadbury India

Cadbury India

Anand Kripalu

President, South Asia & Indo China, Managing Director - Cadbury India

Atul Bhatia Director, R & D

Chandramouli Venkatesan (Mouli)Director, Chocolates & Strategy

Jaiboy PhillipsDirector, Operations Narayan Sundararaman

Director, Powdered Beverages,Gum & Candy

Rajesh GargDirector, Finance

Rajesh RamanathanDirector, Human Resources

C Y PalChairman - Non Executive

Five elements of Cadbury HRET Policy

Core labour rights and dignity at work

Health and safety in the workplace

Fair remuneration

Diversity and respect for differences

Opportunity for development

HRET POLICY ( HUMAN RIGHT AND ETHICAL

TRADING )

SWOT Analysis

SWOT Analysis of Cadbury

Strengths:

Global confectionery supplier

Global market share

High financial strength

Largest Sales turnover

Strong manufacturing competence

Weaknesses:Dependent on the confectionery and beverage

marketCompetitors : e.g. Nestle

Competitors have greater international experience

Opportunities:

Expansion of New markets where population are growing:

Reduce internal costs

Diversification

Threats: Increase in demanding cost

environmentGlobal supply chain

Aggressive price and promotion activity by competitorsCompetitive pressures from other branded suppliers

MARKETING STRATEGY OF CADBURY

Attracting Shoppers Attention:

On Every Hand Everywhere:

Growing with Emerging Markets:

A strong foundation

Growing with the market

Functional advantage

Affordable indulgence:

Importing success

Marketing strategies

Social responsibilityNon-formal school set up for children of migrant workers in Baddi

Cadbury in tie-up with Bharti-Walmart

Ad Campaigns

CADBURY DAIRY MILK

During late 90’s

Campaign: ‘Khanewalon ko khane ka bahana chahiye’.

Target: widening chocolate consumption among the masses

Campaign: ‘pappu pass ho gaya’. Target: encourage those who have pass the

exams to celebrate with Dairy Milk.

CADBURY DAIRY MILK

Campaign: ‘pehli tarik hai’ Target: Focusing on the adults….

Celebrations

Success

Achievement

Thank YouThank You

VikasPradeep

Poonam KhalidJibu

Maulik

Kishan

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