Presentation 1

Dept. of Business ManagementInternational Business

Project Report on Principles of Management:Cadbury India Ltd.

Submitted by: Chandan Kumar, Swapnali Panse, Aishwarya Londhe,Abhijeet Bhujbal, Abhishek Hiwarale, Shashank Palade, Suma Somasekhar,Vishal Gudulkar.

Cadbury India Ltd

AGENDA Introduction Vision and Mission Organizational structure Managerial aspects Awards and achievements Recent updates Case study Conclusion

INTRODUCTION

Company: Cadbury India Pvt. Ltd.

Founded : 1948

Founder: John Cadbury

Headquarters :Mumbai, India

Managing Director : Anand Kripalu

Products :Cadbury Dairy Milk, 5-star, Perk, Gems, Eclairs ,Oreo and Bournvita.

Employee strength: more than 20,000

>>CONTD Cadbury India began its operations in India on 19th

July 1948 by importing chocolates. Since 1965 Cadbury has also pioneered the

development of cocoa cultivation in India. Cadbury India operates in four categories:

chocolate confectionery, milk food drinks, candy and gum category.

It is the market leader in Chocolate Confectionery business.

VISION AND MISSION

Our ValuesWe understand that actions speak louder than words, so at Kraft Foods:

We inspire trust and act like owners. We are open and inclusive. We lead from the head and the heart. We decide and deliver. 

Our reach

We believe we can make a delicious difference, everywhere. We’re constantly looking for fresh ideas to improve our workplace, our

partnerships, our communities and our world.

How we growWe focus on creating sustainable, profitable growth. And our strategies guide our efforts:

Build a high performing organization Reframe our categories Exploit our sales capabilities Drive down costs … without compromising quality

Chairman

Managing director

Non executive director Executive director

Snacking and strategy

R and D

Powdered beverages, gums and candy

Operations

HR

Finance

Chief counsel

Sales and IB

ORGANIZATION STRUCTURE

HIERARCHY (SALES)

Director(sales)

Branch manager(taking care of sales of north region)

Branch sales manager(look after specific territories in north region )

Area sales manager(taking care of state)

Sales officer/senior sales officer

field support at local level

DISTRIBUTION STRUCTURE

Factory/production unit

Depot

Re-distributors

Retailers Wholesaler Modern trade

Consumers

C and F agents

PLANNING IN CADBURY

Awareness of the opportunity Establishment of objectives Determination and choice of alternative course or

action Budgeting of the plan

STAFFING IN CADBURY

Recruitments: online test, campus placements Selection: rounds of interview, reference checks,

medical examination Development of Individuals: training programs

like Purple Star program and workshops

CONTROLLING IN CADBURY Delegation : approach to get things done Evaluation :Collecting and analyzing information Financial control: Monitor progress of programs

and plans Performance management : Observation and

feedback phases Policies and Procedures : Guide behaviors in

workplace Risk, Safety and Liabilities

AWARDS & ACHIEVEMENTS Cadbury India ranked 7th and No.1 in FMCG company

2008 2006-07 CDM Éclairs crowned consumer super brand Great place to work award 2003,04,05,06,08 Cadbury is ‘Client of the year’ at Effie 2011 awards The Brand Trust Report, India Study, 2011 published

by Trust Research Advisory ranked Cadbury in the top 100 most trusted brands list.

RECENT UPDATES Brand Messi spells magic for top corporates like

Cadbury, Adidas, PepsiCo. Bournville targets the sweet spot: Only the best

Ghanaian cocoa goes into making a Bournville Most minority shareholders oppose Cadbury India's

new buyback offer. The Oreo Togetherness bus comes to town. Tie up

With Mc Donald. Net profit rose sharply by 41.8% to Rs. 520 million. Company added 8 million new consumers and saw its outlets

grow to 4.5 lakhs and consumer to 60 million.

CASE STUDY Case: In the year 2003, Cadbury's found itself in the eye of a

storm, when a few instances of worms in its Dairy Milk bars were reported in Maharashtra.

Action taken: In less than two weeks, the company plan for a PR campaign for the trade. And three months later, they organize an ad campaign featuring Big B and a revamped poly-flow packaging.

Result after initial action: The heat of negative publicity melted Cadbury's sales by 30 per cent, at a time when it sees a festive spike of 15 per cent.

Final Action:

-As a brand under fire, in October itself, Cadbury's planed project 'Vishwas' - a education initiative covering 190,000 retailers in key states. But what the company did in January 2004 is what really helped de-worm the brand.

-By investing up to Rs 15 crore (Rs 150 million) on imported machinery, Cadbury's revamped the packaging of Dairy Milk. The metallic poly-flow, was costlier by 10-15 per cent, but Cadbury didn't hike the pack price.

Mr Bharat Puri,the M.D(the leader)

-"While we're talking about a few bars of the 30 million we sell every month - we believe that to be a responsible company, consumers need to have complete faith in products. So even if it calls for substantial investment and change, one must not let the consumers confidence erode.“

Result:

- The company upped ad spends for the Jan-March quarter by over 15 per cent. The recovery began in May 2004, and by June, Cadbury's claimed that consumer confidence was back.

-Cadbury's could be case study of a sweet recovery from a crisis. It continues to lead in the Indian market.

CONCLUSION

Cadbury India is one of the most respected confectionary manufacturers and have better understanding of various management aspects be it Planning, Organizing, Staffing, Directing & Controlling.

Maintaining the pinnacle position in confectionary industries has been achieved by ethical approach towards internal and external environments.

THANK YOU