The sweetest story ever told… or heard

By:- Nirav Katrodiya

Choc

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Criollo Forastero

History of Cadbury John Cadbury was born in

B’ham to Richard Cadbury who was from a wealthy Quaker family in U.K. in 1797.

Establish cause was alcohol.

Tea dealer in 1818 in leeds.

Returning to B’ham in 1824 & opened a shop at Bull Street.

1831-rented factory for drinking chocolate & cocoa.

Larger factory with his brother Benjamin and started selling 16 type of drinking chocolates - largest till 1960s.

History of Cadbury Both brothers became partner in 1848 for 7 years.

Founded factory in bournville in 1861- largest chocolate

production in U.K..

Opened an office in London & received a Royal Warrant as

a manufacturer of chocolate and cocoa to Queen Victoria in

1854.

1897- Manufactured 1st milk chocolate. In 1899 factory

employed 2,600 people and became corporate.

1950- Cadbury opened its first overseas factory near Hobart,

Tasmania.

History of Cadbury 1969 - Cadbury merged with Schweppes to form Cadbury

Schweppes. Schweppes was a well-known British brand that

manufactured carbonated mineral water and soft drinks.

Today Cadbury Schweppes is the largest confectionery

company in the world, employing more than 70,000

employees.

Cadbury India In India, Cadbury began its operations in 1948 by importing

chocolates. It today has 5 company-owned manufacturing facilities at Thane, Induri (Pune), Malanpur (Gwalior), Bangalore & Baddi (Himachal Pradesh) & 5 sales offices in 5 metros. The corporate office is in Mumbai.

It works as teams to convert products into brands.

Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world! The 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

Values of CadburyOur core purpose is creating brands people love

Performance

We are passionate about winning. We compete in a tough but fair. We are prepared to take risks and act with speed.

Quality We put quality and safety at the heart of all of our activities.

Respect We genuinely care for our business and our colleagues. We listen, understand and respond. We are open, friendly and welcoming.

Integrity We have clear principles and do what we say we will do

Responsibility We take accountability for our social, economic and environmental impact. In this way we aim to make our business, our partners and our communities better for the future.

Brand Positioning Cadbury is available at almost all part of India with price band

of Rs.0.50 to around Rs.1000. Worldwide Cadbury make and sell 5 kinds of confectionery:

choco., gum, candy, beverages & snacks etc. Cadbury operates in over 60 countries. Cadbury work with around 35,000 direct and indirect

suppliers. Cadbury employs around 70,000 people. Every day millions of people around the world enjoy our

brands. No.1 position in 20 of the 50 largest confectionery markets

across the globe.

Effect of chocolate on

body Teeth

Tannins, may play a role in inhibiting plaque formation by coating it. Brain

Research has said that choc. can lead to good mental performance. Throat

Imperial College, London in 2004 claimed that theobromine contained in chocolate are 3rd more effective at stopping coughs.

Heart University of California in 2000 has shown that a bar of milk

chocolate (45g) contains the same quantity of antioxidants as a 150ml glass of red wine. Dark chocolates with higher levels of cocoa contain even more.

Circulation University of Cologne revealed that dark chocolate helps lower

blood pressure- for consumers of dark chocolate only. Bones

Milk and milk products.

Brand Portfolio• Chocolates

• Candy

• Beverages

• Snacks

• Gum

The story of Cadbury Dairy Milk started in 1905 at Bournville, U.K., but in India it began in 1948.

Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.

Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005 edition of Brand Equity's Most Trusted Brands survey.

During the 1st World War, Cadbury Dairy Milk supported the war effort. Over 2,000 male employees joined the armed forces and Cadbury also sent C.D.M.s for soldiers.

2nd largest after CDM with a market share of 18%. Launched in 1969 as a bar of chocolate with one of the

key properties that Cadbury 5 Star was associated with was its classic Gold colour. And through the passage of time, this was one property that both, the brand and the consumer stuck to as a valuable association.

• 1996- Perk targeted the snacking space.

• Preity Zinta, Raageshwari, Gayatri Joshi and Amrita Rao, were all Perk models before they made it big on cinema screens.

Replacement for Mithai and dry- fruits. It is success as a gifting brand. The communication is based on the emotional route and the tag line says "rishte pakne do" which fits with the brand purpose of strengthening your relationships with something sweet.The "Rishte Pakne do" jingle was penned by writer Gulzar.

Cadbury Temptations is a range of delicious premium chocolate in five

flavours.

• Cadbury temptations is a range of premium chocolate in 5 flavors.

• It connected to a niche segment of “ chocoholics”• Cadbury Temptations is a range targeted at this

segment of chocolate lovers.

Eclairs was first discovered by a local firm in London, in the 1960s., which became part of Cadbury in 1971 and makes it 2nd largest brand in the company.

Dairy milk Eclairs – Only in India. • GEMS was introduced in India in 1968.

The colorful world of Cadbury Gems does not include the black color in India.

• Bubbaloo was first launched in Latin America in 1984.• Bubbaloo is sold in 25 countries. The record for the

largest bubblegum bubble ever blown is 58.4cm. And it blown by Bubbaloo in New York City, in 1994.

• Halls stands for 50% of international cough drop sales.• Halls is marketed in 24 different countries around the

world & is offered in over 26 flavors.» In 2002, people consumed 100,000 tons of

Halls.» 1st Halls was sold in 1931.

• It was launched as the 1st Cadbury product in India in 1948.

• It gives Cadbury 17% of its revenue. Cadbury Bournvita reaches across many cities, towns and villages through 3,50,000 outlets in India.

• In the 1980 Moscow Olympics, • The Bournvita Quiz Contest – started in April 12th

1972 - 500 episodes -reaches more than 11,25,000 students, - 4000 schools - 66 cities and 7 countries - UAE, Kuwait, Qatar, Oman, Bahrain, Nepal and India.

Resonance

Judgments Feelings

Salience

Performance Imagery

Judgments Feelings

Resonance

Emotional touchLoyalty of Customers,

High repeat purchase Rate . Emotions are attached.

Part of happiness.

TransformerChildhood.

Social Approval for celebrations.Love , friendship.

Classic image.Image of good quality and trust

Through ambassadors ,“Its for us.” type of image.

Unique ProductUniqueness in taste of all

the product they provides.

Cadbury CBBE Pyramid

High AwarenessAlmost all people know about it.

Innovative tastes.One of the World’s best chocolates& always come up with new tastes.

Achievements• SILVER award for the 'Most Effective Use of

Advertising‘ by region's most prestigious Asian Marketing Effectiveness Awards-2008.

• Cadbury India has been ranked as the 7th Great Place to Work and the No. 1 FMCG company in India in 2008, by the Great Place to Work Institute.

• Cadbury Dairy Milk & Bournvita have been declared a `Consumer Super brand' for 2006-7 by Super brands India.

• Cadbury India has been ranked 5th in the FMCG sector, in a survey on India's most respected companies by sector conducted by Business World magazine in 2007.

P.O.P’sQualityAvailabilityPackagingReal cocoaCustomer loyaltyPric

P.O.D’sUnique tasteCommunicationProduct rangeEmotionHeritageDistribution channelPrice range

Interesting facts of Cadbury

• Cadbury was the first company to include pictures instead of

printed text on chocolate boxes.

• In 1886 Cadbury became one of the first firms to have dining

rooms with kitchens and food for sale.

• So many children joined Cadbury’s Coco cub Club that it had

300,000 members in 1936.

• Cadbury uses more than 60, 000 tones of cocoa each year.

• Cadbury have 202 products under its belt.

Interesting facts of Cadbury

• Confectionery revenue in 2006 - 4.85 billion pounds

• Underlying operating profit in 2006 - 648 million pounds

• Number of plants – 70 and expense for social responsibility was 41.2 ml$ in 2006.

• George Cadbury didn’t want to take mothers away from their children, so he

developed a company rule that women had to leave work when they got married.

Each married woman was given a bible and a carnation as wedding gifts.

Market share in global confectionery, in percentage terms(202-brands)

Companies All Confectionery

Chocolate Gum Candy

Cadbury 9.9 7.5 25.7 7.2

Mars 9.0 14.8 - 3.0

Nestle 7.8 12.6 0.1 3.2

Wrigley 5.8 - 35.9 2.7

Hershey 5.5 8.2 1.1 2.7

Ferrero 4.8 7.3 - 1.5

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