Strategic Analysis of Cadbury's Marketing

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Cadbury

Marketing Report

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India

Mondelez International

Name

Founded

Founders*

Headquarters

Industry

Managing Director

Products

Employees

Company Profile

: Cadbury

: 19 July 1948

: John Cadbury & Benjamin

: Mumbai

: Confectionary

: Anand Kripalu

: DairyMilk, Perk, Gems, etc

: 2000

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*Founders of Cadbury India’s parent company

Started operations by importing chocolates.

Production in Thane, Pune, Gwalior, Hyderabad, Bangalore and Baddi.

Sales offices in New Delhi, Mumbai, Kolkata and Chennai.

70% market share of chocolate confectionery business

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

Company Profile

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Key Brands

Dairy Milk Bournville Fruit &

Nut Picnic Perk Gems Tobleron

Eclairs

Nutties

Temptation

Ovaltine

Drinking

Bournita

Oreo

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4

Product Line

4

Product Length

16

Product Depth

9

Product Mix

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5

Bars 5 Star

Bournville

Dairy Milk

Perk

Temptation

Product Mix

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Product Mix

7

Bags &

Boxes

Celebrations

Celebrations

Rich

Dry Fruit

Dairy

Milk

Éclairs Dairy Milk Shots

Éclairs Rich

Brownie

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Product Mix

8

Beverages

Bournvita

Bournvita 5 Star Magic

Bournvita l'il

Champs

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Product Mix

9

Biscuits

Oreo

Oreo Choco Crème

Oreo Strawberry

Crème

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Cadbury Dairy Milk

Dairy milk shots

8gm, Rs 2

Dairy milk

12gm, Rs 5

Dairy milk

23gm, Rs 10

Dairy milk

40gm, Rs 20 Roasted Almond 42gm, Rs 30

Crackle

42gm, Rs 30

Fruit and nut

44gm, Rs 30

Home pack

96 gm, Rs 50

Dairy milk Silk

80gm, Rs 60

Product Depth

10

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Segmentation

Break Segment

products which are normally consume as a snatched break and often with tea and coffee, for example Cadbury’s Perk and snack range.

Impulse segment

these products are often purchase on impulse, eating these and then. They include product such as Cadbury’s Dairy Milk.

Take home segment

this describes product that are normally purchased in supermarkets, taken home consumed at a later stage.

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Targeting

Cadbury India has distinguished its product offerings to specific class of consumer groups.

For example, Cadbury Temptations and Bourneville are meant for higher end consumer groups who are willing to pay more for the dark chocolates.

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Positioning

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The punch by the company for advertising this product life. ‘Real taste of Life’, itself defines the positioning of the product. The chocolate is meant for all age groups. It symbolizes fun, enjoyment, good items. It has goodness of milk, taste and appetite appeal

The prospective customers of Cadbury have changed from kids to adults-including every family member to celebrate any occasion with Cadbury chocolates.

Cadbury ,with its effective marketing and an accurate STP strategy has ruled over consumer's taste buds and as for the company, it was always

A Sweet Success Story that continues.

Conclusion

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