PROJECT ON CADBURY

Subject: - Integrated Marketing Communication

Submitted to: - Dr. Maulik Shah

Submitted by: -
Saffrony Aberneithie 201900510010001
Hemal Choksi – 201900510010029
Jemimah Daisy – 20190051001030
Smith Jain - 201900510010085
Smit Padaliya – 201900510010146
Abhishek Rajput -201900510010207
Komal Singh – 20190051001035

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 Acknowledgement
Getting this opportunity, we are glad to express our sincere and profound sentimental of gratitude to
all those who rendered their valuable help for the successful completion of this project report . We are
also thankful to all for sharing their veracious and illuminating views on the issues related to the
project.

We would like to thank our HOD for giving us an amicable, peaceful and calm atmosphere that
helped to study and make this project. We would also like to thank Prof. Maulik Shah, under the
guidance of whom we are able to grab this opportunity and get the chance to showcase this report in
engrossing and fascinating manner. Our authentic sense of gratitude goes to GLS University that gave
us a chance to illuminate us academic talents and qualifications.

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 INDEX

CHAPTER NO. PARTICULARS Page No

1 Introduction 4

2 HISTORY 5

3 Country of origin 6

4 SWOT 20

5 Strategies adopted for IMC overthe period 24

6 Current situation analysis andmarket share 25

7 STP analysis and changes overtime 27

8 Recent quarter IMC activity 34

9 Comparison with the closest 39

competitor’s IMC strategy

10 Conclusion 44

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 INTRODUCTION

Cadbury was established by John Cadbury in 1824 in Birmingham, England. Later, in 2010, it was
acquired by Kraft Foods and is currently managed by Mondelez International.
Cadbury India was established in 1948 in India and is currently headquartered in Mumbai,
Maharashtra. Its headquarters in Mumbai is popularly also called “Cadbury House”.
At present, Cadbury India operates in five categories – chocolate confectionery, beverages, and
biscuits. Its popular products include Dairy Milk, Oreo, Tang, Bourn Vita, etc. The company has also
tied up with Hindustan Unilever Limited (HUL), another FMCG giant in India to produce collaborated
products such as Kwality Walls Cornetto Oreo, Kwality Wall gems.
The company has evolved over the years in India and has included an array of quality products that
have helped the company target loyal customers. So, let us understand its target audience by assessing
it further in the coming section. The company has evolved over the years in India and has
included an array of quality products that have helped the company target loyal customers.
So, let us understand its target audience by assessing it further in the coming section.

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 HISTORY OF CADBURY

Cadbury is a British multinational confectionery company owned by Mondelēz International. It

is the second largest confectionery brand in the world after Mars. Cadbury is headquartered
in Uxbridge, London, and operates in more than fifty countries worldwide. Its best-known
products include Dairy Milk chocolate.

In 1824, John Cadbury began to sell tea, coffee and drinking chocolate from his premises
in Birmingham. Cadbury developed the business with his brother Benjamin, and later his sons
Richard and George. George developed the Bournville estate, a model village designed to
improve the living conditions of company employees. Dairy Milk chocolate, introduced in 1905,
used a higher proportion of milk within the recipe compared with rival products. By 1914, the
chocolate was the company's best-selling product.

Cadbury merged with J. S. Fry & Sons in1919, and Schweppes in 1969. Cadbury was a constant
constitution of the FTSE 100 from the indexes 1984 inception until the company was bought by
Kraft Foods in 2010

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 ORIGIN OF CADBURY
Cadbury has been inventing, inspiring, and investing in a nation of chocolate lovers for nearly
200 years. Let us delve into the company’s fascinating history and we will find a wealth of
interesting facts and information on subjects including how the nation’s favorite chocolate was
born, the Cadbury Family, packaging and so much more!

1824 John Cadbury Open Bull Street Shop

In 1824, John Cadbury opened a grocer’s shop at 93 Bull Street, Birmingham. Among other
things, he sold Cocoa and drank chocolate, which he prepared himself using a pestle and
mortar. John’s wares weren’t just inspired by his tastes, they were driven by his beliefs. Tea,
coffee, cocoa, and drinking chocolate were seen as healthy, delicious alternatives to alcohol
which Quakers deemed bad for society.

1831 John Cadbury Opens Factory in Crooked Lane

The Cadbury manufacturing business was born in 1831 when John Cadbury decided to start
producing on a commercial scale and bought a four-story warehouse in nearby Crooked
Lane.!

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1842 The Range Expands
By 1842 John Cadbury was selling no less than 16 varieties of drinking chocolate and 11
different cocoas! The earliest preserved price list shows that you could buy drinking chocolate
in the form of both pressed caked and powder. The chocolate varieties boasted titles like
“Churchman’s chocolate", “Spanish Chocolate” and “Fine Brown Chocolate “. Cocoa was
sold as Flakes, in the powder, and in nibs, and went by names including,” Granulated Cocoa”,
“Iceland Moss”, “Pearl “and “Homeopathic”. It’s intriguing to imagine what the ingredients
might have been!

1847 The Business Moves to Bridge Street

In 1847, the Cadbury Brother’s booming business moved into a new, larger factory on Bridge
Street in the centre of Birmingham. The new site had its own private canal spur, which linked
the factory to the Birmingham Navigation Canal and from there to all the major parts of
Britain.

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1847 FRY’S produce the first chocolate bar
18th century France produce pastilles (tablets) and bars, but it wasn't until Bristol company
Fry & Son made a' chocolate delicieux a manager' in 1847 that the first bar of chocolate
appeared, as we know it today. The first-ever chocolate bar was made from a mixture of
cocoa powder and sugar with a little of the melted cocoa butter that had been extracted from
the beans. The result was a bar that could be moulded. It might have been coarse and bitter but
by today's standards, it was still a revolution. Shaped into blocks and bars and poured over
fruit-flavoured centres, this plane chocolate was a real breakthrough. But there were many
more treats in store.

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1861 Richard and George Cadbury take charge
John's health rapidly declined and he finally retired in 1861, handing over complete control of
the business to his son Richard and George. The brothers were just 25 and 21 when they took
charge of the business. Although they would both work for the company for a number of years,
taking control must still have been a daunting prospect for Richard and George. Other Coco
manufacturers were going burst, and they must have been worried that Cadbury Bros would soon
be joining them. Luckily, they had a financial lifeline each invested £4000 in the business,
money that had been left to them by their mother. It was the equivalent of about £600,000
today, but it didn't solve all the problems. The first few years were tough. To keep the business
alive the brothers, work long hours and left frugally. George looked after production and buying
and Richard looked after sales and marketing which wasn't in good shape, he commented that if
thebusiness ever made a profit of a thousand pounds a year he would retire a happy man.

1866 an innovative processing technique is introduced

The turning point for the Cadbury business was the introduction of a new processing
technique resulting in the 1866 launch of 'Cadbury Cocoa Essence', the UK's first
unadulterated cocoa. before cocoa essence, the cocoa Cadbury produced like that of many
other manufacturers, contained a high level of cocoa butter. they had to add starch to make it
taste and texture. but George Cadbury had heard about an innovative cocoa press being used
by a Dutch manufacturer called Coenraad Johannes van Houten. the press squeezed out much
of the cocoa butter from the beans so it wasn't necessary to add starches. could this be the way
forward? buying the press was a massive gamble. it was expensive and the brother had little
money. it had to be used for mass production and no one new if there would be enough demand for
the product. but the Cadbury brothers decided to go for it the first British manufacturer to go down this
route. it was a momentous step, one that change the British Cocoa business and led.

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1875 first milk chocolate bar:
In 1875 a Swiss manufacturer called Daniel Peter added milk to his recipe to make the first
milk chocolate bar. this wasn't a completely new idea. Cadbury produce their milk chocolate
drink based on Sir Hans Sloane's recipe between 1849 and 1875, and Cadbury added their own
milk chocolate bars in 1897. However, Daniel Peter was still way ahead of them in using
condensed milk rather than powdered milk to produce a chocolate with a superior taste and
texture. another Swiss manufacturer invented the conching machine in 1879 this refined
chocolate gave it the smooth texture we know today. Swiss milk chocolate dominated the
British market - a situation the Cadbury familyset out to challenge in the 20th century.

1875 Cadbury makes their first Easter egg:

The first Cadbury Easter egg was made in 1875. the earliest eggs were made with dark
chocolate and had smooth plains surface they were filled with sugar-coated chocolate drops
known as 'dragees'. later Easter eggs were decorated and had their plane shell and henced with
chocolate piping and marzipan flowers.

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1878 about Bournville:
when the bridge Street factory became too small George Cadbury had a new vision of the
future why should an industrial area b square and depressing, he asked his vision was shared
by his brother Richard and they begin searching for a very special site for their own
new factory.

1897 Cadbury milk chocolate is launched

when Cadbury started making Cocoa essence they had lots of cocoa butter left over, so they
used it to make bars of chocolate! Cadbury milk chocolate heat the shells in 1897, but it
probably wouldn't be much to our taste now. made of milk powder paste, cocoa mass, cocoa
butter, and sugar the first Cadbury milk chocolate bar was coarse and dry and not sweat or
milky enough to be a big hit.

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1900 EARLY OUTDOOR AND PRESS ADVERTISING
Cadbury produced some of the finest examples of posters and press advertisements during this
period. A popular local artist, Cecil Aldin, was commissioned to illustrate for Cadbury. His
evocative images featured in early magazine campaigns and graced poster sites all over the
country.

1905 CADBURY DAIRY MILK IS LAUNCHED

Swiss manufacturers were leading the field in milk chocolate, with much better products than
their rivals. In 1904, George Cadbury Jnr was given the challenge to develop a milk chocolate
bar with more milk than anything else on the market. All sorts of names were suggested,
'Highland Milk', 'Jersey' and 'Dairy Maid". But when a customer's daughter suggested 'Dairy
Milk', the name stuck. Dairy Milk was launched in June 1905. It was sold in unwrapped blocks
that could be broken down into penny bars. Gradually it became more and more successful until
it was Cadbury's biggest seller by the beginning of the First World War. By the early 1920s it
had taken over the UK market. And of course, it's still with us today. Cadbury Dairy Milk has
become what's known as a 'megabrand', hugely popular and available in many different
varieties, all over the world.

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 1905 FIRST CADBURY LOGO COMMISSIONED:
In 1905 William Cadbury commissioned the first Cadbury logo. He was in Paris at the time and
chose Georges Auriol to create the design - Auriol also designed the signs for the Paris Metro.
The logo was an image of a stylised cocoa tree interwoven with the Cadbury name. Registered
in 1911, it was used on presentation boxes, catalogues, tableware and promotional items, and
imprinted onto the aluminium foil that was used to wrap moulded chocolate bars. Although we
might not recognise it today, it was used consistently from 1911-1939 and again after the
Second World War.

1906 BOURNVILLE COCOA IS LAUNCHED:

At first, Cadbury resisted creating an alkalised cocoa (a product made less bitter by adding
harmless carbonate of potash) having emphasised the purity of their own cocoa. But eventually,
the company realised that alkalised cocoa was the future and created Bournville Cocoa.

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1914 FRY'S TURKISH DELIGHT IS LAUNCHED:
J.S. Fry & Sons merged with Cadbury in 1919 but the name of the bar remains. Fry's Turkish
Delight-rose flavoured Turkish delight draped in milk chocolate - is a long-standing favourite.
This luxurious treat was flavoured with genuine Otto of Roses and moulded without starch for
a smoother finish. The slogan 'Full of Eastern Promise' has been used since the end of the
1950s. It was particularly well known in the 1970s and 1980s through popular TV advertising,
which tended to involve mysterious ladies in exotic desert settings.

1915 MILK TRAY IS LAUNCHED:

Boxes of chocolates had been produced at Cadbury since the 1860s, but they were expensive,
sold in small quantities and would only have been bought for very special occasions. Milk Tray
was different - a chocolate assortment, affordable enough to be an everyday treat. The name
Milk Tray originated from how the chocolates were sold. They would be put out in trays -
one Milk Tray and the other known as Plain Tray-to sell to customers.

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1919 CADBURY PURCHASES FRY'S:
Cadbury bought Frys in 1919 and the company grew. producing delicious chocolate on a
grand scale, so it could be enjoyed by everyone. Cadbury already had close links with J.S. Fry
& Sons Limited and in 1919 they signed an agreement, creating a new holding company, the
British Cocoa and Chocolate Company, to take over the assets of both businesses. A new site
was found for Fry's outside Bristol, at Keynsham, and this was named Somerdale. The Fry's
business had many good things going for it including Countlines which were popular in
America and Canada. They were chocolate bars with different centres - Crunchie, Fudge, and
Picnic are all tasty examples -and got their name because they were sold by the bar, not by
weight.

1920 CADBURY DAIRY MILK GOES PURPLE:

At its launch in 1905. Cadbury Dairy Milk started out in pale mauve with the red script, in a
continental style parcel wrap. The full Dairy Milk range became purple and gold in 1920.

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1920 FLAKE IS LAUNCHED:
The 'crumbliest flakiest chocolate' was first developed in 1920. A canny Cadbury employee
noticed that. when the excess from chocolate moulds was drained off, it fell in a stream and
created flaky, folded chocolate. From that simple observation came a mouth-watering new
chocolate bar! It started off as a Cadbury Dairy Milk product with a see-through wrapper. The
yellow wrapper appeared in 1959, without the "Dairy Milk' label. Sales of Flake quadrupled in
the 1970s with the popularity of the sensual TV commercials showing beautiful, bohemian
Flake Girls enjoying luxurious Flake' experiences.

1921 CADBURY SCRIPT LOGO FIRST APPEARS:

The Cadbury script logo, based on the signature of William Cadbury, appeared first on the
transport fleet in 1921. It was quite fussy to start with and has been simplified over the years.
It wasn't until 1952 that itwas used across major brands.

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1928 THE 'GLASS AND A HALF' SYMBOL IS INTRODUCED:
It was originally used in 1928 on press and posters, but since then it's been in TV ads and on
wrapper designs where you can still see it to this day. First of all it was just on Cadbury Dairy
Milk but it's become the face of the company in recent years.

1928 INVESTMENT BEGINS IN CADBURY DAIRY MILK ADS:

A huge success from day one, Cadbury Dairy Milk first hit the shelves in 1905. Surprisingly,
little money was put into advertising it until 1928. No one knew quite what to say about it -
some ads talked about its 'rich nutty flavour' others said 'rich in cream'. It didn't matter though -
by 1928 it was the biggest selling chocolate product in Britain. At this point Cadbury ploughed
investment into advertising, stressing its high.

1955 FIRST CADBURY TV ADVERTISMENT:

Cadbry's ad for drinking chocolate was one of 24 that were shown on ITV's launch night. The
advert was based on the popular panel game Twenty Questions

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1957 THE MAKING OF A 50S CADBURY TV ADVERT:
Ever wondered how an early TV ad was made? We found this footage in the Cadbury archive
showing the making of an early Roses

1990 CADBURY WORLD OPENS

Factory tours had always been popular but it was impossible to run a factory smoothly if it had
thousands of visitors. In 1988 Cadbury began planning a visitor attraction to take the place of
the factory tours Cadbury World. It cost £6 million to build, but was worth the expense. In
1990 Cadbury World opened in Bournville on a site next to the Cadbury factory and
headquarters, attracting 350,000 visitors in its first year-100,000 more than were expected.

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 2010 CADBURY BECOMES PART OF KRAFT FOODS:
Cadbury became part of Kraft Foods on the 2nd February 2010.

2015 CADBURY WORLD CELEBRATES 25 YEARS:

August 14th 2015 marked 25 years of choctastic fun at Bournville's Cadbury World
attraction, featuring the world's biggest Cadbury shop.

2015 SHAHEED KHATTAK NAMED APPRENTICE OF THE YEAR

For the 3rd consecutive year, the Food & Drink Federation Apprentice of the Year
award was handed to a MondelēzInternational apprentice from Cadbury.

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 SWOT ANALYSIS OF CADBURY

Cadbury is one of the world’s best-recognized confectionery brands. With a wide range of
chocolate bars in its product range and a geographical presence spanning Europe, Australasia,
and North America, the company is extremely well established. As a result, you might think
Cadbury is here to stay for good, but is it?

The Strengths, Weaknesses, Opportunities, and Threats affecting a business — to dive into the
inner-workings of Cadbury. With that, we’ll be able to better predict the future of this popular
sweet goods brand!

Strengths of Cadbury

Here are Cadbury’s Strengths:

Strong Brand

As one of the world’s leading confectionery companies, Cadbury has an extremely powerful
brand. Consumers across the globe have come to associate its name with a specific taste,
meaning that they know exactly what to expect when picking a Cadbury product off the
shelves. The value of a strong brand cannot be understated, especially in a market where
quality is so important. Importantly, the Cadbury product line also features products with their
own equally established brands such as Oreo.

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Global Presence

Cadbury’s powerful brand and well-established operations are not just limited to the United
Kingdom. The confectionery giant operates in over 50 countries with a universally positive
reputation, as shown in the PEST analysis of Cadbury. This global presence not only drives
additional revenue but also acts as an insurance policy for the company: if one country were to
implement unfavourable regulation, Cadbury would still be able to drive revenue across the
remaining markets.

Wealthy Parent Company

Cadbury is wholly owned by Mondelez International (better known by its former name, Kraft
Foods Inc) — an international food giant. Featuring numerous other brands with household
names, Mondelez International drives over $26 billion a year in revenue. These impressive
revenue statistics ultimately result in large profits, which can be reinvested into any of the
company’s subsidiaries. As a result, Cadbury has a significant bankroll behind it in the face of
any adversity.

Weaknesses of Cadbury

Here are Cadbury’s Weaknesses:

Limited Product Range

Cadbury has been repeatedly criticized by business analysts for its limited product range. While
the brand offers a variety of confectionery products, it has not expanded into developing or
manufacturing products of other kinds (food or otherwise). As a result, Cadbury is highly
exposed to the confectionery market in times both good and bad. In the face of growing health
consciousness, this may have serious consequences (discussed further in the Threats section of
this analysis).

Product Recalls

Another weakness Cadbury has battled is that of product recalls. In recent years, the company
has had to recall a portion of its confectionery products on numerous occasions. These recalls
have had varying causes: in one case, products containing nut residues were labelled allergen-

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free, while in another case, products were believed to have contained harmful bacteria. Product
recalls of this nature can easily tarnish a brand’s reputation.

Lack of US Rights

For a Western confectionery company, you would think the United States must be one of
Cadbury’s biggest markets. However, in 1988, The Hershey Company acquired the rights to
produce Cadbury chocolate in the United States. Numerous consumers have complained about
this, claiming that original Cadbury’s products taste significantly different. In any case, this
lack of rights means Cadbury will not be able to expand its core chocolate range in the United
States.

Opportunities for Cadbury

Here are Cadbury’s Opportunities:

Emerging Markets

Perhaps Cadbury’s biggest Opportunity is that of emerging markets. Historically, regions such
as Far East Asia and Africa have not been significant consumers of conventional, Western
confectionery — as offered by Cadbury. However, with the widespread effects of globalization
and growing consumer incomes, it’s more and more likely that Western food brands will be
able to expand into these previously untapped markets. Of course, this presents an additional
revenue stream.

Product Range Expansion

As discussed earlier, one of Cadbury’s potential Weaknesses is its limited product range. This
means that one lucrative opportunity for the multinational confectionery might be to expand its
product range. Whether this means introducing new confectionery products or — preferably —
experimenting with other markets, it will help Cadbury diversify its current market standings
and thus prevent a number of Threats while simultaneously driving additional revenue.

Threats for Cadbury

Here are Cadbury’s Threats:

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 Sugar Tax

A number of countries have proposed implementing a sugar tax — an additional charge on

sugary products designed to curb consumption. The idea has gained significant traction in
some European countries; most notably, Norway has had a longstanding sugar tax which
encourages individuals to buy confectionery abroad or in duty-free zones. If such a sugar tax
were to be implemented in new areas, it would increase the end cost of confectionery for
consumers, thereby thwarting sales volume and thus revenue for Cadbury.

Health Consciousness

Perhaps the scariest threat for a confectionery company like Cadbury is that of consumers’
growing health consciousness. With the rapid advance of science, consumers have recently
come to learn a great deal about what it means to be healthy (or unhealthy). Unfortunately,
numerous studies have proven the negative health effects of sweet, processed foods such as
chocolate. As consumer preferences shift due to health consciousness, this might mean a
serious decline in revenue for Cadbury.

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 STRATEGIES ADOPTED FOR IMC OVER THE PERIOD

Executive Summaryonal company which manufactures a variety of cocoa products which are
known and sold throughout the world. This paper gives an Integrated Marketing Communication
plan that is aimed at promoting the forthcoming rollout of a new premium dark chocolate by
Cadbury in the Australian market. The paper commences by looking at Cadbury as a whole-its
current marketing strategy and positioning in the global confectionary industry before narrowing
down to Australia. The marketing and communication plan touches on issues like; the implication
of launching the new premium chocolate product in its Australian market, the different sizes and
unique packaging together with the specific promotional strategies. The paper also analyzes
market competition and how to combat the already launched Rondnoir dark chocolate product by
Ferrero’s (a competitor) in October 2009. Various marketing ingredients will also be analyzed
and some will be recommended due to their advantages in boosting the new product market
position. Finally, there is an implementation plan on how the new product will be distributed to
the various outlets in order to reach the primary target market of middle to upper class people
over the age of 25. Cadbury’s competitive positioning will be based heavily on its reputation in
the marketplace with current products. Its comparative taste and quality ingredients will also be
a positioning advantage. The new product will be exclusively distributed through all major
supermarket chains, gift stores, delicatessens, specialized coffee shop franchises and major
department stores.
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 CURRENT SITUATION ANALYSIS AND MARKET SHARE

Cadbury is a leading global confectionery company with an outstanding portfolio of chocolate,

gum, and candy brands. The company employs around 50,000 people and has direct operations
in over 60 countries, selling their products in almost every country around the world. The
company creates brands people love, brands like Cadbury, Trident and Halls. The company
heritage starts back in 1824 when John Cadbury opened a shop in Birmingham selling cocoa and
chocolate. Since then, Cadbury have expanded the business throughout the world by a program
of organic and acquisition leg growth. On 7 May 2008, the separation of Cadbury confectionery
and Americas Beverages business was completed creating Cadbury plc with a vision to be the
world’s Biggest and Best confectionery company.

Mission Statement

“Cadbury means quality” this is the company promise. The company reputation is built upon
quality; the company commitment to continuous improvement will ensure that the company
promise is delivered. Cadbury has established itself as a company of fairness and integrity, which
always attempts to operate as a socially responsible business.

Performance
Cadbury is passionate about winning. The company competes in a tough but fair way. The
company is striving, hardworking and makes the most of the abilities. The company is prepared
to take risks and act with speed.

Quality

Cadbury put quality and safety at the heart of all the activities such as product, people,
partnerships, and performance.

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Respect

Cadbury genuinely care for the business and the colleagues which like listen, understand, and
respond. The company is open, friendly, and welcoming. The company embraces new ideas and
diverse customs and cultures.

Integrity

Cadbury always strive to do the right thing. The company does the business with honesty;
openness and being straight forward characterize the way.

Responsibility

Cadbury take accountability for the social, economic, and environmental impact. In this way the
company aims to make the business, partners, and communities better for the future.

Cadbury Business Principles are the code of conduct of the company and take account of global
and local cultural and legal standards. They confirm the company commitment to the highest
standards of ethics and business conduct. The core purpose of the company is creating brands
people love. The core purpose captures the spirit of what the company is trying to achieve as a
business.

MARKET SHARE

By participant, the market is relatively fragmented, with the five largest confectionery
companies accounting for around 70% of the market. There are many companies which
participate in the markets only a regional or local basis. Cadbury compete against multinational,
regional and national companies.

Cadbury is the highest of the total confectionery in the market share. Halls is the largest
brands in candy of Cadbury. Cadbury have number one and number two confectionery market
position in 20 of the world’s 50 largest confectionery markets by retail sales value.

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 STP ANALYSIS AND CHANGES
OVER TIME

SEGMENTATION:

For over sixty years now, Cadbury has appreciated administrative role in the Indian
chocolate market to the degree that 'Cadbury' has turned into a conventional name for
chocolate items. Cadbury has driving brands in every one of the portions viz bars (Dairy
Milk, Crackle, Temptations), count lines (5-star, Milk Treat). Commercial center for any
item is involved various sections of customers, each with various requirements and needs.
Market segmentation can be defined in a number of ways such as:
 Current Population of India - India, with 1,270,272,105 (1.27 billion) individuals are the
second most crowded country on the planet. With the populace development rate at
1.58%, India is anticipated to have more than 1.53 billion individuals before the finish of
2030. Over half of India's present populace is underneath the age of 25 and more than
65% beneath the age of 35.
 Around 72.2% of the populace lives in exactly 638,000 towns and the rest 27.8% in
around 5,480 towns and metropolitan agglomerations. So, India is the greatest market for
Chocolate as far as populace. The way of life of shoppers (for example their inclinations
and exercises) the advantages which shoppers search for in an item or on the events when
the item may be consumed. Cadbury considers this multitude of elements while
delivering a scope of items. It targets different segments within the market, are as
follows: -

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 Break segment: – Items which are typically consume as a grabbed break and
regularly with tea and espresso, for instance Cadbury's Perk and Oreo Biscuits.
 Impulse segment: – These items are frequently bought without really thinking, eating
these and afterward. They incorporate item like Cadbury's Dairy Milk.
 Take home segment: – This portrays item that are regularly bought from general
stores, brought home consumed at a later stage. The cost of Cadbury dairy milk is
sensible and reasonable. So, an individual does not have to figure much prior to
buying it, they can undoubtedly get it whenever they need to purchase. The pay of an
individual does not assume any significant part in it. Cadbury dairy milk will not be
highly impacted by the age distinctions. A wide range of people groups like to buy
the Cadbury dairy milk when they need to get it.

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GEOGRAPHIC SEGMENTATION

Region: Chocolates are everybody’s favourite so there is no limit of region. It is

used all over theworld.

Countries: Perhaps categorized by size, development, and membership of geographic

region.

DEMOGRAPHIC SEGMENTATION

Age: 05 years & above

Gender: Male and Female

Family Life Cycle: Young, Single, Married & Older.

Income Group:

Premium products – Dairy Milk Silk, Dairy Milk

Glow, Bourneville.Basic products – Dairy Milk,

Dairy Milk Shots, etc.

PSYCHOGRAPHIC SEGMENTATION

Attitude: The attitude towards the product is positive as people trust in new products.

Life Style: Those are willing to experiment with alternate products in place of
conventional food items, as the universe of chocolate consumption is changing from
occasion led to more casual consumption.

BEHAVIOURAL SEGMMENTATION

Occasions: Targeting special occasions like New Year’s Eve, Valentine’s Day, Eid,
Diwali, etc;After dinner as a desert.

Benefits: Providing good quality product at economical prices.

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TARGETING

Mass Targeting – Targets everyone

Age-wise breakdown of Cadbury India’s offerings

Age Product offerings

Kids Dairy Milk, Bourn Vita, 5 Star, Fuse, Tang

Millennials Silk, Celebrations, Ice Creams

Adults Bournville, Temptation, Celebrations, Ice Creams

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Beginning from 1905 the buyers of dairy milk have changed from kids to all progress in years
gatherings. At the point when Cadbury began its activity in India their principal purchasers
were youngsters and the adolescent who carried chocolates to commend unique event. This
restricted the market for Cadbury dairy milk. This is an explanation that Cadbury emerged
with the mission of ('kuch Meetha ho jaaye') to make dairy milk inseparable from sweet so it
could focus on all the age gatherings. In India it was an attitude that chocolates are for kids
and the grown-ups were more disposed towards to the regular desserts. This mission
designated them and saw an adjustment of the objective market for the brand. Presently the
objective market for dairy milk is each individual from the family. Cadbury's Dairy milk
pointed 100% of the time for the greater chomp of the Indian market. It has been the market
chief in the chocolate classification for a really long time. The principal objective of
Cadbury's dairy milk is extremely clear, contact the crowd by showing them their appearance.
Showing little satisfaction and lively minutes that
we find in our everyday life is valued by partaking in a chomp of Cadbury's Dairy milk and
by adding an enthusiastic touch to it, and has won the Indian crowd completely. They are
Positioning Diary milk as a fruitful option in contrast to the customary Indian desserts in
remarkable manner to trade out the rich practice of Indian individuals related with pastries,
birthday giving through Facebook, giving in schools (fifteenth August and 26th Jan-13) and
on birthday events, giving in workplaces on birthday's and giving with relationships greeting
card and after wedding function.

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POSITIONING:

Market Leaders:

 With a market share of 37% Mondelez Australia, Cadbury’s parent company, are the
leaders in the Australian chocolate market with Cadbury Dairy Milk holding an overall
share of 10% (Euromonitor, 2017).

 Furthermore, Roy Morgan 6726 (2016) found that Cadbury blocks are eaten by 12% of
the Australian population in any four-week period.
Consumer Perception:

 Although Cadbury’s market position is strong and has strong evidence for repeat
customers, its Facebook and Twitter pages show a lack of consumer trust in the brand.
A compliant featured over and over by many consumers is the dropping of the word
‘Easter’ from the seasonal products. Many consumers are going as far as discouraging
others from purchasing the products. The claim itself is false, and the brand has been
refuting each complaint- and using the word Easter as much as possible, but consumers
are missing the message.

 Other recurring discussion on the Facebook Page involve flavor suggestions and
requests, demonstrating high customer engagement with the brand. (Cadbury Dairy
Milk, 2018)
 Youth see Cadbury as a synonym for chocolate.
 ‘Meetha’ did to Cadbury’s what ‘Thanda’ had done to Coco-Cola, both helped them crawl
their ways through into the hearts of rural population.

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 In the initial stage, it positioned itself as spontaneous, special, carefree, real moments
(Mazza aa Gaya)
 The tagline “Meeta me kuch Meetha ho jaaye” positions Dairy Milk as a dessert (sweet).
 Cadbury Dairy Milk Silk has been positioned to be about ‘moments’ – moments when the
chocolate is enjoyed, moments which are like silk.

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 RECENT QUARTER IMC ACTIVITY

Cadbury India’s Popular Brands on Facebook and Instagram

Brand Instagram Followers Facebook Followers

Dairy Milk Silk 174K 5.9M

Oreo 29K 41M

Bourn Vita 8381 196k

Gems 5463 141k

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 Cadbury Marketing and Promotion Campaign

Cadbury India is truly the kind of enterprise in India that produces a whole lot of information
and addresses its precise and successful advertising marketing crusade. In the following
member, we are suitable to have a look at a number of Cadbury’s advertising and promotional
juggernauts which have had a continuing impact on the request, advertising, and strong
presence within the consumer’s studies. Let us start with the state-of-the-art Cadbury India
crusade.

1. Home Order within the Oreo-Cadbury Oreo marketing crusade.

Cadbury Biscuit Oreo Biscuit has released an inordinate- profile marketing crusade that is in
keeping with ultramodern- day trends. Oreo launches the #AtHomewithOreo children’s
crusade. The marketing crusade promotes children’s play in these doubtful cases. The
marketing crusade aphorism is” Make A Throne Game.”

2. A Lovely Campaign: How Far Will You Go for Love? – A Dairy Milk Campaign Cadbury
Dairy Milk Silk is typically cantered on Teenagers. However, Dairy Milk Silk has been a
success amongst teenagers, and launching this marketing campaign for Valentine`s Day
became a first-rate move!

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 The message on this marketing campaign became as easy as this, “This Valentine`s Day, how
a long way will you cross for love?” with the hashtag #PopYourHeartOut. The emblem
additionally roped in a completely well-known actor and adolescent icon, Kartik Aryan, to do
promotions for the marketing campaign.

3. A Heart-Touching Campaign: Kuch Meetha Ho Jaaye – A Dairy Milk Campaign.

In India, humans have a number of religions in customs and traditions, specifically while
they`re approximate to begin something new on an auspicious occasion.

Cadbury Dairy Milk released this marketing campaign called “Kuch Meetha Ho Jaaye”
wherein Cadbury India located Dairy Milk as a candy that might be eaten up for the duration
of the glad moments in our taking place lives.

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Cadbury India confirmed humans belonging to all age groups, celebrating large and small
moments in their lives, connecting with humans, and making unique moments even extra
unique with Cadbury Dairy Milk. The marketing campaign continues to be remembered with
tons of nostalgia and it became additionally formerly advocated via way of means of mythical
Indian actor Amitabh Bachchan.

Mom’s birthday One of Cadbury’s biggest challenges has been relevant in recent years,
especially as consumers have more choices (and the desire to try low-sugar options).

As a result, sales seem to have decreased. Dairy Milk sales reportedly fell 3.1% last year, but
Yugo’s Brand Index shows that Cadbury’s ranking dropped from 43.8 in February 2012 to
25.6 in January 2018. Its slogan is “Free the Joy,” which focuses on kindness. This is
reflected in the latest television campaign that tells the story of a girl trying to buy milk on
her mother’s birthday.

Question Will the campaign help reconnect Cadbury and consumers? The more sentimental
topic of generosity can certainly be nervous as the general public becomes more and more
rumoured to want a brand with human characteristics (e.g., emotional intelligence). These
have been a number of the maximum memorable campaigns of Cadbury India which
cemented a robust emblem connection and believe this is seen in its stability sheet to this
date.

Now that we apprehend the advertising and marketing factors of Cadbury`s social media. Let
us now speak approximately some factors in which Cadbury India must work out to have a
normal higher virtual presence similar to some of its competitors have.

Twitter

Cadbury`s Twitter web page has 8600 fans at the time of writing this newsletter that is tons
lesser than its nearest competitor Nestle who has 1. four million fans. It is likewise but to
create its Twitter handles for its famous Bourn Vita, Gems, etc.

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Instagram

It must additionally should paintings on growing its fans base on Instagram as its famous
amongst teens of this generation. The engagement ratio is the manner much less than the
maximum of its competition.

Website
It doesn`t have an internet site with its area name. It simplest has a phase on it determine
organization`s internet site, Mondelez International. The internet site additionally wishes to be
optimized in order that it receives the primary spot-on Google`s Search Engine Results Page
(SERP).
Popular manufacturers which include Dairy Milk, Oreo don`t have their websites as well. A
separate internet site for the emblem makes it simpler for humans to understand extra
approximately the goods and additionally will increase transparency among the organization
and the audience. These are a number of the areas; we observed that Cadbury India has to
enhance to rival its competition at the virtual fronts. With this, our case looks at Cadbury
India involves an end. Let us undergo the very last factors inside the subsequent phase.

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 COMPARISON WITH THE NESTLE IMC STRATEGY

Competitive advantage in the Marketing strategy of Cadbury

Distribution and brand equity are two major competitive advantage for Cadbury. Cadbury is
making its product available from pops & moms store to high end departmental stores, which is
only possible due to its extensive distribution channel creating competitive edge over others.

The main competitive advantage of Cadbury comes from its ability to market helped the
company to spread positive word of mouth resulting from negative marketing. its products
through altering the theme & functionality of the products on continuous basis. Also smartly
designing its promotion & communications to handle the controversies & educate customers
more about the confectionaries had

Distribution strategy in the Marketing strategy of Cadbury

Although Cadbury is not so extensively in FMCG, they are able to make the product available in
the extreme regions – Urban as well as rural areas but they focus more on Urban markets due to
the demand economics. Products are being made available through the C&F to wholesaler to
retailer & then to the end customer, which is actually a 3-tier distribution approach.

Competitive analysis in the Marketing strategy of Cadbury

The confectionaries industry is highly competitive & is overcrowded by local & national players.
While Cadbury’s parent company Mondelez International is the world leader in Bars &
chocolates for middle age income group, other players like Nestle, Ferrero Rocher ,
Perfett, Amul , Kraft foods etc. have product categories & customer groups in which they are
specialized in. Due to high R& D and change in organoleptic of milk, changing lifestyle of Asian
markets, eating habits etc. this industry will observe high growth momentum in the coming years.

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Market analysis in the Marketing strategy of Cadbury

Confectionaries business is ever growing & due to the changing consumption of milk and dairy
products, there is more & more opportunity that is lying ahead in this industry. The market is
ruled by few companies such as Cadbury, nestle, Mars, Heinz, Perfetti van etc. Cadbury has a
broad product portfolio in the chocolate segment like dairy milk, Bournville, Cadbury crunch,
Eclairs etc. due to which they are able to lead the market in this segment but their other product
categories like biscuits & cakes are suffering due to the narrow product portfolio.

Customer analysis in the Marketing strategy of Cadbury

Customers of Cadbury are from all segments & people from all age group consume chocolates,
biscuits & beverages but it is the growing middle-income group as well as the youngsters who
form the major consumer segment.

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 NESTLE IMC STRATEGY

Today, Nestle India has a significant presence in the FMCG sector and enjoys a healthy market
share in the food and beverage industry.
Being the largest food and beverage brand in the world by revenue, Nestle’s targeting and
positioning strategy have played a key role in establishing itself all around the world. So let us
understand how it has positioned its products to cater to the Indian audience.

Nestle is one of the global leaders in nutrition, health, and wellness. It is the objective of the firm
to become the world’s largest manufacturer of branded foods while the same products continue
to depict the highest product quality when compared to those of competitors. The target market
is the urban or suburban geographic dispersion, full nest, single parent of average or above
average income. Moreover, the target market is the upper upper, lower upper and middle upper
stratification classes. The company employs product differentiation as seen in its Nestle Cerelac
that is specific to infants. With each product differentiation, there is an accompanying brand
position. The product marketing mix of the manufacturer emphasizes on the size, shape, colour,
packaging, and labelling. Price is specific to the various domestic markets. Promotion integrates
the use of media and professional health practitioners who employ the word of mouth.

Nestle’s Target Audience

Nestle India has positioned its wide range of product offerings in such a way that it covers
audiences beginning from 2-year-olds to working-class professionals.

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 A Demographics-wise Breakdown of Nestle’s Offerings

Demographics Products
Kids Ceregrow, Koko Krunch, Lactogrow
Working Professionals and above Nescafe, Sunrise, Protein Products
General Audience KitKat, Maggi, Milkmaid

Nestle relies on price promotions to make its products more affordable than the competitors. With
price promotions such as buy-one-get-one-free, the company is able to offer consumers more of its
product at an equivalent retail price to the competitors without appearing as anti-competitive.

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“MARKETING STRATEGIES OF NESTLE INDIA FOR CHOCOLATE
PRODUCTS”

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 CONCLUSION

Being an old-school chocolate brand in the sugar-free era, Cadbury has always been
successful on its offline campaigns with its engaging and relevant campaigns that have been a
hit in the past, and the impact of that can be seen in the present as well.

It has also used online strategies to its advantage up to an extent there is still room for
improvement. Once it successfully utilizes digital fronts to its full potential, it will be able to
create a very healthy overall presence. Only time will tell how it works upon its weaknesses
and competes for its fair share of the market.

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