Operation Management

• MMS 1st year

CADBURY DAIRYMILK

Founder: JOHN CADBURY

LOCATION:Birmingham, UK.

YEAR: 1905.

COMPANY’S Profile

VISION & MISSION Vision:

"Working together to create brands people love"

Cadbury’s mission statement ‘Cadbury means quality’; this is our promise. Our reputation is built upon quality; our

commitment to continuous improvement will ensure that our promise is delivered

Mission Statement 0f the product: The mission statement of our new product is “To provide our customers with a tempting and

exquisite taste” as Enticing Treats means a mouth watering treat which is simply irresistible.

In INDIA…….

Since 1948……

1948

Operation began in India

1965

Pioneered the development of cocoa cultivation in India

CADBURY IN INDIA

SUGAR

COCOA BUTTER

VEGETABLE FAT

FULL CREAM

MILK

EMULSIFIERS

COCOA MASS

INGREDIENT

1905 1930s

1960s

1970s

PACKAGING STYLES

VARIANTS

OTHER PRODUCTS.

Production And Operation Of Cadbury

Dairymilk.

• Chocolate production is a highly sophisticated, computer controlled process, with much of the new specialist machinery being produced to Cadbury's own design and specification.

• The machines cost across 1-10000-12000 us dollars.

USP OF CADBURY

• The world says Thanks to Mr.John Cadbury for introducing choclates.• Chocolates are too common an eatable to need any special introduction. • They are colourful, crunchy, munchy & yummy too !!, and affordable with

some extra calories sprinkled in.• They come in a variety of sizes, packages and colours, which appeal to

everyone, Grandpa/mas & Kindergarten chubbies,all alike. • Hence, with the kind of mass appeal they project, it’s no surprise that a

company like Cadburys springs up the choicest of flavours & tastes every now & then.

• 67,000 - 71,000 employees• Today more than 250 million bars of

Cadbury’s Dairy Milk are made every year and sales reach over £100 million in value.

WHOLESELLERRETAILER

DISTRIBUTION

CDM ARE SOLD DIRECTLY TO WHOLESELLER AND RETAILERS.

CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES 2100 DISTRIBUTORS AND 450,000 RETAILERS.

PRODUCT LIFE CYCLE OF CADBURY DAIRYMILK

• Products have limited life.

• Product sales passes through distinct stages, each posing different challenges, opportunities and problem to the seller.

• Profit rise and fall at different stages.

• Product required different marketing, financial, manufacturing, HR and resource strategy in each life cycle stage. 

PRODUCT LIFE CYCLE

The “Real Taste of Life” with the girl dancing on the cricket field

In Hindi as “Asli Swadh Zindagi Ka”The message: ‘Dairy Milk is for enjoyment’

ADVERTISEMENTS

During late 90’s

Campaign: “KHANEWALON KO KHANE KA BAHANA CHAHIYE”

Target: Widening chocolate consumption among the masses

More recently

Campaign: “KUCH MEETHA HO JAYE”

Target: To associate Cadbury with celebratory occasion.

Campaign: “PAPPU PASS HO GAYA”

Target:Encourage those who have pass the exams to celebrate with Dairy Milk.

Campaign:“AAJ PEHLI TARIK HAI”

Target: To celebrate pay day / salary day

Campaign:“SHUBH AARAMBH”

Target:To have something sweet before every auspicious occasions

CSR ACTIVITY

• Cabury believes..• Corporate social responsibility is our heart to

success.• We believe that good values and good business

go hand in hand.• Csr is about growing our business responsibly.

CONTRIBUTION TO NATION AND SOCIETY

• Pioneering cocoa cultivation in india.• Non formal school set up by cadbury for children

of migrant workers of BADDI.• GURIKHA project in 1999.• BANGALORE SAYS THAT:-

Migratory birds stop over at our bangalore factory.

The sunshines at night acknowledgment preserver of environment.

DIVERSIFICATION

• Increase Marketing and Promotion globally by marketing products in emerging markets.

• Focus on non-chocolate development by developing line of non-chocolate candies.

• Aggressive new product development—low calories, sugar free and sweets. This has to be done by researching and developing new products.

FINANCIAL STATUS

• In 2008 Todd Stitzer, Cadbury's CEO, was paid a £2,665,000 bonus. Combined with his annual salary of £985,000 and other payments of £448,000 this gives a total remuneration of over £4 million.

Cadbury appointed Amitabh Bachchan as its brand ambassador.

The Big factor that has pushed up CDM sales is the Amitabh Bachchan campaign.

THE BIG ‘B’ FACTOR

SWOT ANALYSIS

Well established marketVast variety of productsPriced according to Indian mind setEasy availability of cocoa in IndiaLarge teeming population of kids and

teenagers

STRENGTH

WEAKNESS

Large portion of population suffers from diabetes, cholesterol disorders etc

Dental problems associated with consumption of chocolates.

OPPORTUNITIES

Innovative uncaptured chocolate market in India – ( such as sugar free chocolate sector)

Large number of occasions, celebrations and festivals in which chocolates are used as a medium to convey happiness

Increasing acceptance of Globalisation and collaboration with foreign companies

Competition- cut throat competition from Nestle, Amul and international choc. brands

Negative publicity and controversiesNew entrance and individual players ( rise in

sale of homemade chocolates)Preference and availability of other

substitutes ( sweets and deserts)

THREATS

CONTROVERSIES

PRESENTED BY