Presented by :-Divya Singh Rajput(MBA, II Sem)

CONTENTS• History of Cadbury• Origin of Cadbury• Cadbury in India• Management Personalities of Cadbury in India• Finance• Marketing• Role in Indian Economy• Indian Chocolate Market• Advertisement Stretagy

History of Cadbury

History of Cadbury

1824John Cadbury began selling tea, coffee, and drinking chocolate

1824

1897

1897The first Cadbury solid chocolate bar is sold.

1905

1905Dairy Milk brand appears for the first time

1948

1948Cadbury began its operations in India by importing Chocolates

1969 1993

2009 2013

1969Cadbury buys drink maker Schweppes to become Cadbury-Schweppes

2009Acquisition by Kraft Foods: £11.5 billion (US$18.9 billion) indicative takeover bid for Cadbury

2012The confectionery business of Kraft became Mondelēz International, of which Cadbury is a subsidiary.

2012-13 Cadbury India profit slows to six year low PAT growth 2.2% under the new parent Mondelez International.

2008Cadbury Schweppes demerger took with the drinks business becoming Dr. Pepper Snapple Group Inc.

1993Cadbury opened the world's largest and most advanced chilled warehouse in Minworth, Birmingham

2012

4

2008

Origin of Cadbury o Cadbury was founded almost 200 years

ago. Headquarters in Uxbridge, England.o Cadbury was the brain child of John

Cadbury o Started in form of grocery business in

Birmingham in 1824o In 1853, Cadbury became the confectioner

to the British Crown.o In 1860, Richard and George took

command and expand it further.o Today Cadbury operate Globally

o In 1866 , an innovative processing technique was introduced ‘Cadbury cocoa essence', the UK's first unadulterated cocoa.

o In 1875 first milk chocolate baro In 1879 Bournville 'the factory in a garden' was

borno In 1897 Cadbury milk chocolate was launchedo In 1900 Early outdoor and press advertisingo In 1905 Cadbury dairy milk was launchedo In 1905 First Cadbury logo commissionedo In 1908 Bournville chocolate was launchedo In 1915 Milk tray was launched

o In 1919 Cadbury purchased Fry'so In 1920 Cadbury dairy milk went purpleo In 1921 Cadbury first script logo cameo In 1928 the ‘Glass and a half' symbol was

introducedo In 1939 King George VI and Queen Elizabeth

visited bournvilleo In 1939 Second World War begano In 1945 Post war expansiono In 1955 first Cadbury TV adverto In 1969 Cadbury merged with Schweppeso In 1970 a decade of sales growth

o In 1989 Inspirations was launchedo In 1990 Cadbury world openedo In 2003 Cadbury Schweppes bought Adams

and became the world's leading confectionery company

o In 2007 the Gorilla advert premierso In 2008 Cadbury and Schweppes demergedo In 2009 Cadbury dairy milk became Fair-tradeo In 2012 Chocolate centre of excellence

opened in bournville

Cadbury in Indiao Cadbury began its operations in India on 19 July, 1948 by

importing chocolates.o Now it has

o The corporate Head office is in Mumbai (Cadbury House).o  For over two decades, Cadbury has worked with the Kerala

Agricultural University to undertake cocoa research.o Currently, Cadbury India operates in five categories –

Chocolate confectionery, Beverages, Biscuits, Gum and Candy.

Manufacturing Facilities Sales OfficesThane New DelhiInduri (Pune) MumbaiMalanpur (Gwalior) KolkataHydrabad ChannaiBangloreBaddi (Himachal Pradesh)

• It is the market leader in the chocolate confectionery business with a market share of over 70%.

• On 21 April 2014, Cadbury India changed its name to Mondelez India Foods Limited.

• Some of the key brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations, Gems, Halls, Eclairs, Bubbaloo, Tang and Oreo.

Cadbury in India

Management - Cadbury

DESIGNATION NAME DESIGNATION NAME

Chairman/ Chair Person

C Y Pal Managing Director Manu Anand

Non Executive Director

Harsh Mariwala Non Executive Director

Radhakrishnan Menon

Non Executive Director

Suresh Talwar Executive Director Atul Bhatia

Executive Director V Chandramouli Executive Director Rajesh Garg

Executive Director Jaiboy Philips Executive Director Rajesh Ramanathan

Executive Director Sunil Sethi Executive Director Narayan Sundararaman

Finance o Shares Subdivided on 22.03.1976 13,60,905 bonus shares issued in prop.10.50:1 (28.04.1977) 9,93,677 Total shares issued (prem. Rs 1 per shares) 1,43,677 shares reserved for allotment to resident Indian directors their friends and

employees. 8,50,000 shares offered to the public.o IPO was offer at Market Price of Rs 491.40 (Cadbury India is not

traded on BSE & NSE in the last 30 days)o Financial Ratios-

PARTICULAR 2009 2008 2007 2006 2005

Current Ratio 1.04 1.12 0.61 0.61 0.85

Quick ratio 0.68 0.79 0.22 0.20 0.38

DE Ratio 0.02 0.09 0.02 0.03 0.02

Long Term DE Ratio 0.02 0.02 0.02 0.02 0.02

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Marketing

Mission - “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”

Vision – “Working together to create brands people love”

Tagline/ Slogan –“ Kuch Meetha Ho Jaye”, “Shubh Aarambh” , “Aaj Pehli Tarikh Hai” , “Pappu Pass

Ho Gaya” and “Have You Felt The Silk Lately”

The main being “ Kuch Meetha Ho Jaye”

SWOT AnalysisStrengths• Number 1 chocolate brand in the world with lot of variants like Fruit & Nut, Crackle and Roast

Almond, Eclairs• Celebrity brand ambassadors• Excellent advertising, reach and accessibility• High brand loyalty• Top of the Mind BrandWeaknesses• Food products have a limited shelf life• Marred by scandal few years backOpportunities• Untapped rural markets• Better product packaging and preservation• Leverage Cadburys successful brand• Sugarfree categoryThreats• Other branded and local chocolate manufacturers• Sweets as substitutes

STP

Placement and Distribution -Cadbury has a superb distribution strategy in place and like all FMCG

companies, it uses the strategy of breaking the bulk. Distributing to 200 countries with a variety of more than 40 variants is not a small feat. And Cadbury has been achieving the same for the past many years. It is known to have one of the best FMCG distribution channels in India.

Company >> C&F agent >> Distributors >> Retailers >> Consumers

Segment People looking to have a chocolate which is high in quality and moderately priced

Target Group All age groups, Lower, Middle and Upper class peoplePositioning Something sweet after meals

BCG MatrixSome product categories of Cadbury are stars while others are question mark or cash

cows.• Chocolates are stars as it has large assortments in chocolates worldwide & it is the

world’s second confectionary company having high market share in most of the markets.

• Biscuits & cakes are question mark reason being that it doesn’t have extensive offerings in this product category for the customers to choose from but the overall demand of biscuits is still positive.

• Beverages business is question mark, although Cadbury’s Bournvita is very popular but their cold chocolates have very low acceptance in the market & also due to the presence of players like Glaxosmithkline, Heinz etc. Cadbury is not able to grab the large chunk of the market.

• Ice-cream & deserts business is question mark that’s because of the fact that other players in the same segment have value for money products & that too at low price. Like in India Amul being the leader in this category is eating the business of the players in the market.

Contribution in EconomyTOI,  (Aug 23, 2014, 12.27 AM)

Mondelez, which has invested $400 million in the country over the last four years, expects India to continue growing at double-digits, thus incrementally improving its contribution to global revenues over a period of time. The Indian subsidiary, which recently adopted the name Mondelez India Foods from Cadbury India, currently contributes 3% to global revenues and is among the top three markets for Mondelez in the Asia- Pacific.

Indian Chocolate Market• India is the world's fastest growing market for chocolates.• Registering 15% annual growth between 2008 and 2012.• The Indian chocolate market is worth around Rs 5,562 crore.• 400 Kgs of chocolate consumption in India per minutes.• Low priced unit packs, increased distribution reach and new product launches can

be said to have fuelled this growth.

India chocolate industry will be

growing at the CAGR 23% by volume

between the years 2013-2018 and reach

at 3,41,609 Tons.

Three IdentitiesCadbury India

Version ICadbury India

Version IIMondelez India

Time Period 1948-2010 Feb 2010-Oct 2012 Since Oct 2012

Parent Cadbury Plc Kraft Foods Mondelez International(arm of Kraft Foods)

Product Category Chocolates, Beverages, Confectionery Chocolates, Biscuits, beverages, gum & candy

Top 5 Brands Cadbury Dairy Milk, 5 Stars, Bournvita, Gems & Eclairs

Cadbury Dairy Milk & Silk, Bournvita, 5 Star, Oreo, Choclairs

CEO Anand Kripalu Manu Anand

Market Strategy Maintaining Leadership Build a snacks powerhouse

Does advertising plays a helping role in improving market conditions of Cadbury ?

Yes, advertising does play a main role in uplifting the market profits of the company.

Basically it depends upon the way the public thinks and match their way of thinking and needs.

2/3rd of benefit is due to the Company contribution rest 1/3rd depends upon the environmental factors.

For every occasion there are different different ads which helps in uplifting the products.

ADVERTISING STRATEGYKUCH

MEETHA HO JAYE

KHANE WALO KO KHANE KA

BAHANA CHAHIYE

SHUBH ARAMBH

PAPPU pass HOGAYA

PEHLI TARIK HAI

THANK YOU