cud bury

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Prepared by :

1.Nimesh takvani

2. Vivek renuka

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` GEORGE CADBURY FOUNDER OF THE TRUST 1839 ±1922

` Cadbury is a leading global confectionery company with an outstandingportfolio of chocolate, gum and candy brands. We create brands people

` love - brands like Cadbury, Trident and Halls.

` heritage starts back in 1824 when John Cadbury opened a shop inBirmingham selling cocoa and chocolate. Since then we have expandedour business throughout the world by a programme of organic andacquisitionled growth. On 7 May 2008, the separation of ourconfectionery and Americas Beverages businesses was completed

` creating Cadbury plc with a vision to be the world's BIGGEST and BESTconfectionery company.

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` Type - Confectionery

` Founder - George Cadbury

` Current owner - Cadbury plc

` Country of origin - United Kingdom` Introduced1905 Related brands - Cadbury

products

` Markets World Website- www.cadbury.co.

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` They make and sell three kinds of confectionery: chocolate, gum

and candy

` They operate in over 60 countries John Cadbury opened for

business in 1824 -making us nearly 200 years young

` They work with around 35,000 direct and indirect suppliers

` They employ around 50,000 people

` Every day millions of people around he world enjoy cadburybrands23 June 2008

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` 1. Market high quality, superior value products that consistently meetour specifications and comply with local regulatory requirements, whilecontinuously

improving and exceeding our consumers¶ expectations.` 2. Guarantee that our customers and consumers come first by actively

listening and understanding their quality and value expectations at the

points of purchase and consumption.` 3. Ensure that any representation of our company image, including our

products and trademarks, meet approved standards, reinforce our commitment to quality and safeguard the reputation of Cadbury.

` 4. Maintain a ³right first time´ culture that consistently embraces qualityand food safety, where everyone understands their responsibilities andaccountabilities.

` 5. Operate audited quality management systems that continuallyimprove processes to deliver this policy and our standards.

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Product

` Cadbury dairy milk is made from real chocolate. Its ingredients includecocoa butter and there is a glass and half full cream dairy milk in every 200grams of Cadbury dairy milk chocolate, Cadbury buys 65 million liters of fresh milk each year to make Cadbury dairy milk chocolate.

Price

` Price is an important element of the marketing mix. The price charged for achocolate bar can determine whether a consumer will buy it and the level of sales achieved can determine whether or not Cadbury Schweppes willmake a profit. Price is also affected by factors such as the state of theeconomy, what competitors are charging, the stage reached in the products

life cycle and above all what price the market will bear. From the marketingpoint of view this is what matters.

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Place` Cadbury products are produced at the chocolate factory in

Bourneville in Birmingham. After the chocolate is produced and hasundergone all the quality check it is transported to the stockrooms. After this Cadbury sells its products to shops that deal withbeverages and confectionery . These businesses are usually visited

by customers on a daily basis. They then sell it to the general public.Cadbury produces chocolate for more than 200 countries so thatthey have a chance to enjoy it as well and make profit.

This gives them a wide range of consumers around theworld. Cadbury Schweppes therefore makes sure that the culturesof these different people are kept. They can do this by producing

products, which are eaten in that particular country without upsettingreligious or cultural practices.

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Promotion

` Cadbury has a great brand image in the worldwide

market, they focused on present dominance in the

chocolates market to be maintained. Average sales to

grow at least at 20% p.a. for the next 3 years, volumes

by at least 12%. 1 new major product to be

launched every year. Sugar conf Share in sales mix to

be enhanced through value added niche products. With

control over costs and reduction in relative depreciationcharge for the year, steadily increase margins.

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Stp means segmentating,targeting,positioning.

` 1. Segementing :- Segmentation involves findingout what kinds of consumers with different needsexist. In the auto market, for example, some

consumers demand speed and performance, whileothers are much more concerned about roominessand safety. In general, it holds true that ³You can¶t beall things to all people,´ and experience hasdemonstrated that firms that specialize in meeting the

needs of one group of consumers over another tend tobe more profitable.

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2. Targeting :-

Target one or more segments. Our choice should

generally depend on several factors. First, how

well are existing segments servedby other manufacturers? It will be more difficult to

appeal to a segment that is already well served

than to one whose needs are not currently being

served well. Secondly, how large is the segment,and how can we expect it to grow?

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` 3.positioning :-

Positioning involves impl ement i ng our

targeting. For example, Apple Computer has

chosen to position itself as a maker of user-friendly computers. Thus, Apple has done a lot

through its advertising to promote itself, through its

unintimidating icons, as a computer for ³non-

geeks.´ The Visual C software programminglanguage, in contrast, is aimed a ³techies.´

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Segmentation :

CADBURY has segmented its customer in the following ways:-

Understanding needs and preferences of consumers -- Having housing,

infrastructure, and commercial construction, as demand drivers, the company analyze the

needs and preferences of consumers in these sectors. Grouping customers based on their needs and preferences -- Customers with

similar needs and preferences are included in this segment.

Targeting the segment that the company can best meet the needs and

preferences of - The Company targets the customers, of which it can meet the needsand preferences. I.e. customer needs higher- strength or low price.

Branding the commodity -- Though being a commodity product, branding is

important for a company. The company positions its brand among Architects and Buildersrather than household individuals.

Provide required product to meet targeted customers' needs and preferences --

Delivering up to the expectations of the targeted segment.

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Targeting

Its customer base represents the masses of India - individualhomebuilders in small towns, rural and semi-urban India. Thecompany targets on the important projects like dams, roads in thecountry

It targets the Manufacturing companies like L&T etc It Targets Indian Railways. It targets an individual building his home(Retail Marketing)Positioning

A good brand positioning help guide marketing strategy by clarifying the

brands essence but goals it help the consumer achieve and how it doesso in a unique way. The result of thepositioning is the successful creation of a customer focused valueproposition, a cogent reason why the target market should buy theproduct.

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