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Project Prepared by: (Team: Seekers)
Asifa Rasheed K1F14MCOM0029Noor-ul-Ain K1F14MCOM0017Mustafa Hanif K1F14MCOM0008Abdul Wahhab K1F14MCOM0002Zain Anjum K1F14MCOM0021Asif Nawaz K1F14MCOM0005
• Introduction• History
• Vision & mission• Positioning
• Advertising strategy• Products
• 4 P’S• Competitors
• Departments• SWOT analysis
• Product life cycle• Market segmentation & Market share
• Environmental factors• Recommendations
Contents:
SLOGAN OF CADBURY
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
INTRODUCTIONCadbury is a British multinational confectionery company owned by Mondelēz International. It is the second largest confectionery
brand in the world after Wrigley's.
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
Type Cadbury UK Limited (Subsidiary)
Industry Confectionery
Founded Birmingham, United Kingdom (1824)
Headquarters Uxbridge, London, United KingdomKey people Irene Rosenfeld
(Chairman and CEO)
Revenue £11,346,002,000 (2011)Operating income £559,432,200 (2011)Net income £447,545,760 (2011)Number of employees 71,657 (2008)
Parent Mondelēz International
Slogan Working together to create brands people love
Website www.cadbury.co.uk
INTRODUCTION CNTE….
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
HISTORY Cadbury was founded almost 200 years ago
1800-1850
1824 John Cadbury opened bull street shop
1831, John Cadbury opens factory in crooked lane
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
HISTORY CONT….
1842, the range expands
1847The business moves to Bridge Street
Fry's produce the first chocolate bar
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
HISTORY CONT….1850-1900
1861, Richard and George Cadbury take charge
1866, an innovative processing technique is introduced
1875First milk chocolate bar
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
HISTORY CONT….Cadbury makes their first Easter egg in 1875
1878, The Cadbury brothers are inspired by their vision
1879, Bourneville 'the factory in a garden' is born
1893, George Cadbury adds another 120 acres to Bourneville
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
HISTORY CONT….1897, Cadbury milk chocolate is launched
1900-1920
1900, Early outdoor and press advertising
1905, Cadbury dairy milk is launched
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
HISTORY CONT…. 1905, First Cadbury logo commissioned
1906, Bourneville cocoa is launched
1908, Bourneville chocolate is launched
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
HISTORY CONT….1915, Milk tray is launched
1919, Cadbury purchases fry's
1920-1940
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
HISTORY CONT….1920, Cadbury dairy milk goes purple
1920, Flake is launched
1921, Cadbury script logo first appears
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
HISTORY CONT….1928, the 'glass and a half' symbol is introduced
1928, investment begins in Cadbury dairy milk ads
1938, Cadbury roses are launched
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
HISTORY CONT….1985, Boost coconut is launched
1987, Twirl is launched
1989, inspirations are launched
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
HISTORY CONT….1990, Cadbury world opens
1996, Cadbury fuse is launched
2000-today
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
HISTORY CONT…. 2000, Cadbury launched in Pakistan2008Cadbury and Schweppes demerge
Cadbury cocoa partnership launched
2010, Cadbury becomes part of Mondelēz International
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
VISION The Vision into action (VIA) plan embodies all aspects of our strategy. Our governing objective is to deliver superior shareowner returns by realizing our vision to be the world’s biggest and best confectionery company. At the heart of our plan is our financial scorecard, judiciously reinforced by our priorities, commitments and culture implementation.
MISSIONCadbury’s mission statement says simply, Cadbury means quality. Our reputation is built upon quality; our commitment to continuous improvement will ensure that our promise is delivered.
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
POSITIONING
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
ADVERTISING MESSAGE STRATEGYExecution
style
tone
appealFormat
words
Illustration Heading Copy
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
PRODUCTS OF CADBURYBARS
snackBourneville
Fred
Curly worly chomp wispaDairy milk
Brunch Bar
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
PRODUCTS OF CADBURY CAKES AND BISCUITS Cake buttons Cake Bars Mini rollls
Fingers Animals biscuits Fudge bites
Bourneville
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
PRODUCTS OF CADBURY BOXES ,BAG AND TINS
Heroes Milk tray
Dairy milk taster KOKO
Buttons
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
PRODUCTS OF CADBURY DRINKS
Hot chock chunks Drinking chocolate
Hot chocolate instant Bourneville cocoa
Highlight
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
PRODUCTS OF CADBURY ICE-CREAM AND DESSERT
Flack 99 cone Twin post flake
Chocolate trifle CDM stick
Twin post flake
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
Channel of distribution of Cadbury
Factory/Production unit
Retailers
C&F Agents
Re-Distributors
Consumers
Depot
WholesalerModern Trade
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
4P’S
4 P'S
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
4P’SPRODUCT PRICE
Weight(g) Price(Rs.)
10 5
22 10
42 20
95 50
165 100
PLACE PROMOTION
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
COMPETITORS OF CADBURY
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
DIFFERENT DEPARTMENT
Departments
Finance
Customer service
R & D
Marketing
Human resource
Production
Administrati-on & IT
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
SWOT ANALYSIS
SWOT analysis
Threats
Opportunities
Weaknesses
Strengths
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
PRODUCT LIFE CYCLE
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
MARKET SEGMENTATION Cadbury dairy milk also divides the market into different group of customers.
DEMOGRAPHIC SEGMENTATIONAGE
13 - 1929%
20 - 2522%
26 - 30 19%
30 - 4030%
Age Group
GENERATION
INCOME
GENDER
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
MARKET SEGMENTATION Cadbury dairy milk also divides the market into different group of customers.
BEHAVIORAL SEGMENTATION DECISION ROLE OCCASION BENEFITS
USER STATUS USER RATE
LOYALTY STATUS
ATTITUDE
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
MARKET SHAREWITH RESPECT OT INGREDIENTS;
white 16%
Dark 9%
Milk 75%
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
MARKET SHAREGEOGRAPHICALLY
Western Europe; 32
NorthAmerica; 20
Asia; 17
Latin Amer-ica; 13
Middle East and Africa; 4 Austalasia; 2
Eastern Europe, 12
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
BCG Matrix
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
ENVIROMENT FACTORS
Micro environm
ent
Macro environm
ent
Environmental factors
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
ENVIROMENT FACTORS MICRO
Micro environment
Customers
Employees
Distribution channels
Competitors
Investors
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
ENVIROMENT FACTORS MACRO
Micro environmen
t
Political factors
Economic factors
Social factors
Technology-cal factors
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
COMPOUND ANNUAL GROWTH RATE
India Latin America
Brazil China Russia Estern Europe
Maxico
percentage 21 12 11 9 8 7 4
2.57.5
12.517.522.5
Compound annual growth rate of the chocolate industry in emerging markets between 2011-17
Perc
enta
ge
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
PERFORMANCE ANALYSIS
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
CONSUMPTION
1999 2009 20200123456789
5.8
7.28.5
Consumption in World wide
year
Mill
ion
Tons
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
OUR RECOMMENDATION Bring out new products for health conscious people. Continue to promote itself as substitute to mithai. Chocó-biscuits should be introduced. Should use pakistani ads and avoid global ads in
pakistan . Consider attractive display or its own ‘Chocolate
boutique’ (retail store). Special chocolates for Christmas should be
introduced e.g. rum, champagne flavored New flavors like strawberry, orange, vanilla etc.
Introduction
History
Vision mission
position
AdvStrategy
Products
4 P’S Competitors
Departments SWOT analysis PLC MS & MS Environment
Recommendation
END QUOTES
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