About cadbury (Product line and current market position)

(Product line and current market position)

1. by salman morris 1

2. Cadbury is a British multinational confectionery subsidiary company wholly Owned by American company Mondelez International Since 2012 Introduction by salman morris 2

3. Type: Cadbury UK Limited ( Subsidiary) Industry: Confectionery Founder: John Cadbury Founded: Birmingham, United Kingdom (1824) Headquarters: Uxbridge London Key People: Irene Rosenfeld (CEO & Chairman) Parent: Mondelez International Slogan: ‘working together to create brands people love’ Mission: “Cadbury means quality; this is our promise. Our reputation is built upon quality; our commitment to continuous improvement will ensure that our promise is delivered”. The second Largest Confectionery brand in the world . by salman morris 3

4. History by salman morris 4

5. John Cadbury In 1824 , John Cadbury Opened a grocer’s shop at 93 Bull street Birmingham England He sold tea, cofee and drinking chocolate Cadbury John by salman morris 5

6. 1831 John Cadbury opens factory in CROOKED LANE Cadbury manufacturing business was born. Production on Commercial scale, Bought a four-storey ware-house near by Crooked Lane by salman morris 6

7. 1847 The Business moves to Bridge Street Expanding their business to larger Factory in Bridge Street Centre of Birmingham by salman morris 7

8. 1861 John Cadbury retired Richard Cadbury his son took the charge of business. He was just 25 years old when he take control of the business. by salman morris 8

9. 1866 The turning point of Cadbury business. Innovative processing technique was introduced. Launching of Cadbury’s Cocoa Essence. by salman morris 9

10. 1905 Dairy Milk Chocolate Was Introduced With a higher portion of Milk. By 1914 this chocolate was the company’s best selling product. First logo of Cadbury was commissioned. by salman morris 10

11. In 2010 cadbury become part of Mondelez International. by salman morris 11

12. Cadbury’s Product List Cocoa Essence Easter Eggs Milk Chocolate Dairy Milk Bournville Fry’s Turkish Delight Milk Tray Flake Crème Egg Fruit Nuts Crunchie Roses Fudge Picnic Curly wurly Snack Double Decker Wispa Boost Twirl Time out Wispa Gold Fuse Brunch Bar Dairy Milk Silk Dairy Milk Bliss Pebbles Diary Milk Bubbly Biscuits & Cakes Beverages Ice crème & deserts by salman morris 12

13. Cadbury’s Products by salman morris 13 Cadbury's cocoa essence Easter Eggs Cadbury’s Bournville

14. Dairy Milk Bournville Fry’s Turkish Delight by salman morris 14

15. Milk Tray Flake Crunchie by salman morris 15

16. Roses Fudge Dairy Milk Button by salman morris 16

17. Drinks by salman morris 17

18. Bars by salman morris 18

19. Bags & Boxes by salman morris 19

20. Sales promotion by salman morris 20

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28. Global Markets United Kingdom: since 2004 cadbury had 8 factories and 3000 staff Market Headquarters Bournville, Birmingham Ireland: Cadbury Ireland limited is based in Coolock in Dublin Cadbury Ireland include Cadbury dairy milk, Twirl, Flake and Boost. United States: Australia & New Zealand: Canada India by salman morris 28

29. Marketing Strategies Segmentation Targeting Distribution Strategy Brand Equity Competitive Edge Mission Vision Tagline by salman morris 29

30. Segmentation Targeting Based on mix Demographic factors Based on income & occasions by salman morris 30

31. Distribution Strategy Product availability in Urban and Rural areas but Urban Areas are more focused due to demand economics. Products are being made available through the wholesaler to retailer and then end customer. 3-tier distribution approach . by salman morris 31

32. Brand Equity Addresses the needs of each and every customer childhood to maturity. from impulse purchase to family treats. suitable and available for every occasion. by salman morris 32

33. Competitive Edge Distribution and Brand Equity are major advantages to Cadbury. by salman morris 33

34. Mission “Cadbury means quality; this is are promise. Our reputation is build upon quality our commitment to continuous improvement will ensure that our promise is delivered”. by salman morris 34

35. Vision or Slogan “Working together to create brands people love”. by salman morris 35

36. Tagline “Real taste of life” by salman morris 36 According to region: “ Kuch Metha Ho jaye”

37. by salman morris 37 Competitive Analysis Market Analysis Customer Analysis BCG Matrix Analysis Marketing Analysis

38. Competitive Analysis 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. by salman morris 38

39. Market Analysis Cadbury has a broad product portfolio in the chocolate segment like dairy milk, Bourneville, Cadbury crunch, Éclairs 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. by salman morris 39

40. Customer Analysis 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. by salman morris 40

41. Future Growth Current Market Share Chocolate Items Biscuits & Cakes Ice Crème & desert Beverages ? Dogs Cash Cows BCG Matrix Analysis Cadbury by salman morris 41

42. Cadbury’s Competitors Mars/Wrigley’s: in 2014 mars had a market share of 29.5% in the united states for the chocolate market. best known brands are M&M’s, Snicker, Starburst, Twix and skittles. Seventh largest company in America in 2014, the company competes in three segments: chocolate, pet care food and drinks. Hershey’s: in 2014, Hershey’s had a market share of 44% in U.S. for chocolate industry. Well known brands are Reese’s, Jolly Rancher & Swizzlers. Hershey's is both competitor and distributor of Cadbury, it has an edge upon Cadbury. Nestle : Nestle is the largest food company in the world. Market share is 5.8%. brands are kit Kat, smarties and Gerber baby food. by salman morris 42

43. by salman morris 43 Jo muje itni dair Bardasht Kiya  . SALMAN.  Thank you