1. OBJECT To make lots of chocolate. Improve the quality of their chocolate. To survive in the market. Have loads of stores worldwide.

2. History of Cadbury 3. The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey with chocolate lovers in India began in 1948. Cadbury India operates in four categories viz.Chocolate Confectionery , Milk Food Drinks , Candy and Gum category. Cadbury enjoys a value market share of over 70% - the highest chocolate brand share in the world! Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. Employee around 50000 people and have direct operations in over 60 countries. 4. Some of the key brands in India are Cadbury Dairy Milk, 5 Star, Perk, clairs and Celebrations. 5. Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005 edition of Brand Equity's Most Trusted Brands survey. 6. MARKETING SEGMENTATION Age & Life Cycle Buyers come under age group from 4- 50. Gender Cadbury is meant for male as well female. Income It is very reasonable and affordable. 7. TARGETING Chocolates are usually believed to be for kids but Cadbury dairy milk is a product believes that their brand is not only for kids but also for the child who is there in every adult , and this can be noticed through their ad campaigns like pappu pass ho gayya , kuch meetha ho jayee , meetha hai khana aaj pehli tareek hai which captured the thought of celebrating a moment of delight with cadbury Dairy Milk. This is how cadbury dairy milk captures undifferentiated market segmentation and not just one segment of of the 8. POSITIONING LINE Cadbury a piece of heaven Cadbury khao aur bache ban jao 9. THE MAJOR CONTROVERSY 1)Worm controversy hit Cadbury in Oct 2003. 2)Fungus layer on portions of its chocolates. 3)A swarm of tiny white worms crawling out of the chocolate nuggets. 4)State Food Laboratory at the Public Health Institute said the chocolates were insect-infested and unfit for eating. 5)FDA began seizure of the chocolate not only from all outlet across the state but also from the Talegaon Plant. 6)FDA also ordered inspection of Stock at companys Mumbai Plant. 7)Peak Season Sale and outsourcing model affected due to the controversy. 10. EFFECTS The heat of negative publicity melted Cadbury's sales by 30 per cent, at a time when it sees a festive spike of 15 percent. 1)Net profit in 2003 dipped 37 per cent to Rs 45.6 crores as compared to a 21 per cent increase the previous year. 2)Retailer stocking and display dropped, employee morale especially that of the sales team was shaken. 3)The Company had to shelve its plans of becoming a major sourcing hub for British Chocolates and beverages giant Cadbury Schweppes. 4)The largest impact on sales has been seen in Mumbai, Pune and Nagpur in Maharashtra, Cochin in Kerala, Bangalore and Hyderabad 11. The Media: A multi-media campaign was launched on TV, Internet, Radio and Outdoor. The key was how do own the moment of " pappu passing his exams" in the media space. An innovative tie -up with Reliance web world was executed, wherein students across 66 examination boards across the company could access their results on Rworld through their Reliance mobiles. If they passed a message congratulating them on their moment of delight from Dairy Milk was displayed. 12. Mumbai : september 10th Cadbury Dairy Milk (CDM), the flagship brand of Cadbury India, launched a new campaign, Shubh Aarambh . This campaign is based on the concept of the Indian tradition of having something sweet before every auspicious occasion, with the belief that it leads to a favourable outcome. 13. 4 ps 14. PLACE Cadbury dairy milk is produced at the chocolate factory in Bournville in Birmingham. After this chocolate is produced and has undergone all the quality checks it is transported to the stockrooms. After this Cadbury sells it products to shops that deals with beverages and confectionery. Eg; corner shops , super stores. They the sell it to the general public. Cadbury produces chocolate for more than 200 countries so that they have a chance to enjoy it as well and make profit. 15. PRODUCT My product is a re-launch of Cadbury dairy milk. Cadbury dairy milk is made from real chocolate. Its ingredients include cocoa butter and there is a glass and half full cream dairy milk in every 200gms of Cadbury dairy milk chocolate, Cadbury buys 65 million litres of fresh milk each year to make Cadbury dairy milk chocolate. 16. PROMOTION The purpose of promotion is to communicate directly with potential or existing customers in order to encourage them to purchase dairy milk and recommend it to others. 17. Product Weight Price CADBURY DAIRY MILK 9.5gms 52gms 165gms Rs.5 Rs.10 Rs.99 CADBURY CRACKLE 52gms 165 gms Rs.30 Rs. 99 CADBURY FRUIT & NUTS 52 gms 165 gms Rs.30 Rs 99 Cadbury silk 52gms Rs. 40 PRICING 18. Cadbury Dairy Milk comes in a purple branded outer cover which is the official colour for Cadbury. Launched a strengthened, new 'purity sealed' packaging for Cadbury Dairy Milk. Wrapped in aluminum foil and enclosed in a poly-laminated flow pack, which is completely sealed on all sides. The larger Cadbury Dairy Milk packs come in poly-coated aluminium foil, which are heat-sealed and then wrapped in the branded outer package. 19. PRODUCT LIFE CYCLE 20. STRENGTHS 1)Large teaming population of kids and teenagers. 2)Well established market. 3)Vast variety of products. 4)Priced according to Indian mind set. 5)Easy availability of cocoa in India. 21. 1)Large portion of population suffers from diabetes, cholesterol disorders etc. 2)Dental problems associated with consumption of Chocolates. WEAKNESS 22. OPPURTUNITIES 1)Innovative uncaptured chocolate market in India such as sugar free chocolate sector. 2)Large number of occasion celebrations and festivals in which chocos are used as a medium to convey happiness. 3)Increasing acceptance of Globalization and better relationship with foreign companies. 23. THREATS 1)Cut throat competition from nestle, amul and international chocolate brands. 2)Negative publicity and controversies. 3)New entrance and individual players (rise in sale of homemade chocolates) 4)Preference and availability of other substitutes ( sweets and deserts). 24. INNOVATION COMING UP NEXT......... 25. CONCLUSION Factors that led to Cadbury dairy milk`s sweet recovery from crisis- 1)Brand equity 2)Customers perceptions 3)Media coverage 4)New product introduction An optimist sees an opportunity in every difficulty where as a pessimist sees a difficulty in every opportunity- Winston Churchill. 26. Thanking you COMPILED BY: SHEFALI RAMAWAT ROLL NO.-13065 EMBA -B