About cadbury (Product line and current market position)
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Transcript of About cadbury (Product line and current market position)
by salman morris 1
CADBURY IS A BRITISH MULTINATIONAL CONFECTIONERY
SUBSIDIARY COMPANY WHOLLY
OWNED BY AMERICAN COMPANY
MONDELEZ INTERNATIONAL
SINCE 2012
Introduction
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o Type: Cadbury UK Limited ( Subsidiary)
o Industry: Confectioneryo Founder: John Cadburyo Founded: Birmingham, United Kingdom (1824)oHeadquarters: Uxbridge Londono Key People: Irene Rosenfeld (CEO & Chairman)o Parent: Mondelez Internationalo Slogan: ‘working together to create brands people love’oMission: “Cadbury means quality; this is our promise. Our reputation o is built upon quality; our commitment to continuous improvement will ensure that our promise is delivered”.
oThe second Largest Confectionery brand in the world.
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History
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John Cadbury
In 1824, JohnCadbury
Opened a grocer’s shop at 93 Bull street
BirminghamEngland
He sold tea, cofee and drinking chocolate
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1831John 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
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1847The Business moves to
Bridge Street
Expanding their business to larger
Factory in Bridge Street
Centre of Birmingham
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1861John Cadbury retired
Richard Cadbury his son took the charge of business.
He was just 25 years old when he take control of the business.
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1866The turning point of Cadbury business.
Innovative processing technique was introduced.
Launching of Cadbury’s Cocoa Essence.
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1905Dairy 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.
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In 2010 cadbury become part of Mondelez International.
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Cadbury’s Product Listo Cocoa Essence o Easter Eggso Milk Chocolate o Dairy Milko Bournvilleo Fry’s Turkish Delighto Milk Trayo Flakeo Crème Eggo Fruit Nutso Crunchie o Roseso Fudgeo Picnic
o Curly wurlyo Snacko Double Deckero Wispao Boosto Twirlo Time outo Wispa Goldo Fuse o Brunch Baro Dairy Milk Silko Dairy Milk Blisso Pebbleso Diary Milk Bubbly
o Biscuits & Cakeso Beverageso Ice crème & deserts
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Cadbury’s Products
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o Cadbury's cocoa essence
o Easter Eggs
o Cadbury’s Bournville
o Dairy Milk
o Bournville
o Fry’s Turkish Delight
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o Milk Tray
o Flake
o Crunchie
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o Roses
o Fudge
o Dairy Milk Button
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o Drinks
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Bars
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Bags & Boxes
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Sales promotion
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Global Markets
o United Kingdom:o since 2004 cadbury had 8 factories and 3000 staff o Market Headquarters Bournville, Birmingham
o Ireland:o Cadbury Ireland limited is based in Coolock in Dublin o Cadbury Ireland include Cadbury dairy milk, Twirl, Flake and Boost.
o United States:o Australia & New Zealand:o Canadao India
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Marketing Strategies
o Segmentation Targeting
o Distribution Strategy
o Brand Equity
o Competitive Edge
o Mission
o Vision
o Tagline
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Segmentation Targeting
o Based on mix Demographic factors
o Based on income & occasions
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DistributionStrategy
oProduct availability in Urban and Rural areas but Urban
Areas are more focused due to demand economics.
o Products are being made available through the wholesaler
to retailer and then end customer.
o 3-tier distribution approach.
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Brand Equityo Addresses the needs of each and every customer childhood
to maturity.
o from impulse purchase to family treats.
o suitable and available for every occasion.
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Competitive Edge
o Distribution and Brand Equity are
major advantages to Cadbury.
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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”.
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Vision or Slogan
“Working together to create brands people love”.
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Tagline
“Real taste of life”
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According to region:
“ Kuch Metha Ho jaye”
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oCompetitive Analysis
o Market Analysis
o Customer Analysis
o BCG Matrix Analysis
Marketing Analysis
Competitive AnalysisThe confectionaries industry is highlycompetitive & is overcrowded by local &national players. While Cadbury’s parentcompany Mondelez International is the worldleader in Bars & chocolates for middle ageincome group, other players like Nestle,Ferrero Rocher , Perfett, Amul , Kraft foodsetc. have product categories & customergroups in which they are specialized in.
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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.
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Customer Analysis
Customers of Cadbury are from allsegments & people from all agegroup consume chocolates, biscuits& beverages but it is the growingmiddle income group as well as theyoungsters who form the majorconsumer segment.by salman morris 40
Fu
ture
G
row
th
Current Market Share
?Dogs
Cash Cows B
CG
Mat
rix A
nal
ysi
s
Ca
db
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y
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Cadbury’s Competitors
Mars/Wrigley’s:in 2014 mars had a market share of 29.5% in the united states for thechocolate 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
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Jo muje itni dair Bardasht Kiya
.SALMAN.
Thank you
