Cadbury is a fully owned subsidy of Inc. The combination of Kraft Foods and creates a global powerhouse in , and quick meals.

With annual revenues of approximately $50 billion, the combined company is the world's second largest food company, making delicious products for billions of consumers in more than 160 countries. We employ approximately 140,000 people and have operations in more than 70 countries.

In India, Cadbury began its operations in 1948 by importing . After 60 years of existence, it today has five company-owned manufacturing facilities at , Induri () and Malanpur (), and Baddi () and 4 sales offices (, , Kolkota and ). The corporate office is in Mumbai.

Our core purpose "make today delicious" captures the spirit of what we are trying to achieve as a business. We make delicious foods you can feel good about. Whether watching your weight or preparing to celebrate, grabbing a quick bite or sitting down to family night, we pour our hearts into creating foods that are wholesome and delicious.

Currently, Cadbury India operates in four categories viz. Confectionery, Milk Food Drinks, and Gum category. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key in India are , , Perk, Éclairs and Celebrations.

Cadbury enjoys a value market share of over 70% - the highest Cadbury share in the world! Our billion-dollar brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer.

In the Milk Food drinks segment our main product is - the leading Malted Food Drink (MFD) in the country. Similarly in the medicated candy category is the undisputed leader. We recently entered the gums category with the launch of our worldwide dominant bubble gum brand . Bubbaloo is sold in 25 countries worldwide.

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, we have worked with the Kerala Agriculture University to undertake cocoa research and released clones, hybrids that improve the cocoa yield. Our Cocoa team visits farmers and advise them on the cultivation aspects from planting to harvesting. We also conduct farmers meetings & seminars to educate them on Cocoa cultivation aspects. Our efforts have increased cocoa productivity and touched the lives of thousands of farmers. Hardly surprising then that the Cocoa tree is called the Cadbury tree!

Today, as a combined company with an unmatched portfolio in confectionery, snacking and quick meals, we are poised in our leap towards quantum growth. We are the world's No.1 Confectionery Company. And we will continue to “make today delicious”!

Describe package:

The story of Cadbury Dairy Milk started way back in 1905 at , U.K., but the journey with chocolate lovers in India began in 1948.

The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of Cadbury Dairy Milk.

The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults.

Chocolate lovers for a quarter of a century have indulged their taste buds with a Cadbury 5 Star. A leading knight in the Cadbury portfolio and the second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Star moves from strength to strength every year by increasing its user base.

Launched in 1969 as a bar of chocolate that was hard outside with soft caramel yoghurt inside, Cadbury 5 Star has re-invented itself over the years to keep satisfying the consumers taste for a high quality & different chocolate eating experience.

One of the key properties that Cadbury 5 Star was associated with was its classic Gold colour. And through the passage of time, this was one property that both, the brand and the consumer stuck to as a valuable association. A pretty teenager; a long line, and hunger! Rings a bell? That was how Cadbury launched its new offering; Cadbury Perk in 1996. With its light chocolate and wafer construct, Cadbury Perk targeted the casual snacking space that was dominated primarily by chips & wafers. With a catchy jingle and tongue in cheek advertising, this 'anytime, anywhere' zoomed right into the hearts of teenagers.

Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry- fruits during festive seasons.

Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy in 5 variants, Almond magic, raisin magic, cashew magic, nut butterscotch and caramels.

The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is an exotic range of chocolate covered dry fruits and nuts in various flavours and the premium dark chocolate range which is exotic dark chocolate in luscious flavours.

Cadbury Celebrations has become a popular brand on occasions such as Diwali, Rakhi, Dussera puja. It is also a major success as a corporate gifting brand. The communication is based on the emotional route and the tag line says "rishte pakne do" which fits with the brand purpose of strengthening your relationships with something sweet. The Cadbury Temptations range is available in 5 delicious flavour variants - Roast Almond , Honey Apricot, Crunch, Black Forest and Old Jamaica. With its international quality chocolate Temptations soon became a popular brand for "chocoholics".

Eclairs was first discovered by a local confectionery firm in London, England in the 1960s. The firm then became part of Cadbury in 1971 making the second largest brand in the company. The experience of eating a Cadbury Dairy Milk Eclair is truly unique because of its creamy caramel exterior and rich Cadbury Dairy Milk chocolate at the center. In 2006 Cadbury Dairy Milk Eclairs launched a crunchy Eclair with a hard caramel outside and delicious Cadbury Dairy Milk chocolate inside called Cadbury Dairy Milk Eclairs Crunch.

The saying "Good things come in small packets" has been proven right many a times and it couldn't have been truer for the pretty chocolate buttons called Gems. Who can forget the unique, brightly colored chocolate buttons with crispy shells, encased in a pack that's as colorful as the product itself? Unrivalled in all these years, Cadbury Gems has captured every consumer's fantasy for almost 4 decades. Little wonder that Cadbury Gems, the brand that came into India in 1968 is still going strong. The sheer taste and the fun associated with eating Cadbury Gems and the joy of sharing it with friends has made the brand a dear companion and a source of nostalgia for consumers.

Cadbury Gems brings happiness to the consumer's world. With this promise in mind, Cadbury Gems has always had 'Masti' as the key proposition in all its communication. In fact, Cadbury Gems is always a willing ally for pranks and fun.

Cadbury Gems has continuously tried to be relevant and exciting for consumers. In its constant attempt to contemporarise, a unique stand up tube pack with a flip top was launched, which became an instant hit with consumers.

Early 2006 gave consumers one more reason to celebrate with Cadbury Gems; the launch of Cadbury Fruity Gems, a fruit flavoured variant with a crispy shell outside and white chocolate inside. Now consumers had not one, but two reasons to enter the 'Masti' world of Cadbury Gems Today, Cadbury Gems has established itself as one of the leading brands in its segment. With the single-minded purpose to delight every consumer and help them discover the fun, exciting and adventurous side of life, Cadbury Gems will continue to be the leading brand in Cadbury India's portfolio.

Cadbury Bytes was launched in 2004-05 as Cadbury's foray into the rapidly growing packaged snack market.

Cadbury Bytes is a one of a kind snack, in that it is sweet and not salty, as compared to most of the other snacks. It's a bite sized snack with a crunchy wafer and rich Choco cream filling. There are three variants of Bytes available in the market - Regular, Coffee and Strawberry, at two price points- Rs 5 and Rs 10.

Cadbury Bytes is targeted at teens as they are the largest consuming segment of packaged snack category. They are also the gateway to the family, especially for a new sweet snack.

With Bytes, Cadbury has entered into a new category with well entrenched and established brands. It is an exciting challenge for us to take the brand forward and make it a stupendous success.

Cadbury Bytes is positioned as the 'only sweet snack' in the world of salty snacks. The proposition we have arrived at is "Snacking ka meetha funda", where we take a pot-shot at other snacks, by saying `Har snack namkeen nahi hota'. The product is all about breaking a cliché and teenagers identify with breaking stereotypes. The new commercials- 'Tommy' and 'Villain', talk about breaking the stereotype.

Cadbury was incorporated in India on July 19th, 1948 as a under the name of Cadbury-Fry (India). Cadbury Bournvita was launched during the same year. It is among the oldest brands in the Malt Based Food / Malt Food category with a rich heritage and has always been known to provide the best nutrition to aid growth and all round development.

Throughout it's history, Cadbury Bournvita has continuously re-invented itself in terms of product, packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 50 years.

The Journey:

The brand has been an enduring symbol of mental and physical health ever since it was launched in 1948. It is hardly surprising then, that Bournvita enjoys a major presence in the Malt Food market. Given its market share of 17%, Cadbury Bournvita reaches across hundreds of cities, towns and villages through 3,50,000 outlets in India. It is a universal truth that mothers attach a lot of emotional importance to nourishment while bringing up their children. However, children always look out for the tastiest option to make their daily dose of milk more enjoyable.

Cadbury now offers two options to capture this appeal: Cadbury Bournvita, with its popular chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich chocolate and caramel flavour of Cadbury 5 Star.

Cadbury India has expanded its confectionary portfolio in 2007 by foraying into the Bubble gum category with the launch of Bubbaloo Bubblegum- a successful bubblegum brand from its international portfolio.

Bubbaloo is an innovative soft bubblegum with a centre filled liquid. It is filled with a high level of a great tasting fruit flavoured liquid that floods your mouth instantly.

Bubaloo is currently available in two yummy flavors- Strawberry and Mixed Fruit.

The communication focuses on the "fun filled liquid centre " of Bubbaloo and is anchored by “Bubba- the cat”, the international mascot for the brand Bubbaloo. Produce:

How Cadbury chocolate is made:

The cocoa-bean -- the heart of the sweetest delicacy in the world -- is bitter! This is why, up to the 18th century some native tribes ate only the sweetish flesh of the cocoa fruit. They regarded the precious bean as waste or used it, as was the case among the Aztecs, as a form of currency.

The Varieties There are two quite different basic classifications of cocoa, under which practically all varieties can be categorised: Criollo and Forastero cocoas. The pure variety of the Criollo tree is found mainly in its native Equador and Venezuela. The seeds are of finer quality than those of the Forastero variety.

They have a particularly fine, mild aroma and are, therefore, used only in the production of high-quality chocolate and for blending. However, Criollo cocoa accounts for only 10% of the world crop. The remaining 90% is harvested from trees of the Forastero family, with its many hybrids and varieties. The main growing area is West Africa. The cocoa tree can flourish only in the hottest regions of the world.

The Harvest Immediately after harvesting, the fruit is treated to prevent it from rotting. At fermentation sites either in the plantation or at, collecting points, the fruit is opened.

Fermentation The fermentation process is decisive in the production of high quality raw cocoa. The technique varies depending on the growing region.

Drying After fermentation, the raw cocoa still contains far too much water; in fact about 60%. Most of this has to be removed.

What could be more natural than to spread the beans out to dry on the sun-soaked ground or on mats? After a week or so, all but a small percentage of the water has evaporated.

Cleaning Before the real processing begins, the raw cocoa is thoroughly cleaned by passing through sieves, and by brushing. Finally, the last vestiges of wood, jute fibres, sand and even the finest dust are extracted by powerful vacuum equipment. Roasting The subsequent roasting process is primarily designed to develop the aroma. The entire roasting process, during which the air in the nearly 10 feet high furnaces reaches a temperature of 130 °C, is carried out automatically.

Crushing and shelling The roasted beans are now broken into medium sized pieces in the crushing machine.

Blending Before grinding, the crushed beans are weighed and blended according to special recipes. The secret of every chocolate factory lies in the special mixing ratios which it has developed for different types of cocoa.

Grinding The crushed cocoa beans, which are still fairly coarse are now pre-ground by special milling equipment and then fed on to rollers where they are ground into a fine paste. The heat generated by the resulting pressure and friction causes the (approximately 50% of the bean) contained in the beans to melt, producing a thick, liquid mixture.

This is dark brown in colour with a characteristic, strong odour. During cooling it gradually sets: this is the cocoa paste.

At this point the production process divides into two paths, but which soon join again. A part of the cocoa paste is taken to large presses, which extract the cocoa butter. The other part passes through various blending and refining processes, during which some of the cocoa butter is added to it. The two paths have rejoined.

Cocoa Butter The cocoa butter has important functions. It not only forms part of every recipe, but it also later gives the chocolate its fine structure, beautiful lustre and delicate, attractive glaze.

Cocoa Powder After the cocoa butter has left the press, cocoa cakes are left which still contain a 10 to 20% proportion of fat depending on the intensity of compression.

These cakes are crushed again, ground to powder and finely sifted in several stages and we obtain a dark, strongly aromatic powder which is excellent for the preparation of delicious drinks - cocoa. Cocoa paste, cocoa butter, sugar and milk are the four basic ingredients for making chocolate. By blending them in accordance with specific recipes the three are obtained which form the basis of ever product assortment, namely: Kneading In the case of milk chocolate for example, the cocoa paste, cocoa butter, powdered or condensed milk, sugar and flavouring - maybe vanilla - go into the mixer, where they are pulverized and kneaded.

Rolling Depending on the design of the rolling mills, three or five vertically mounted steel rollers rotate in opposite directions. Under heavy pressure they pulverise the tiny particles of cocoa and sugar down to a size of approx. 30 microns. (One micron is a thousandth part of a millimetre.)

Conching But still the chocolate paste is not smooth enough to satisfy our palates. But within two or three days all that will have been put right. For during this period the chocolate paste will be refined to such an extent in the conches that it will flatter even the most discriminating palate.

Conches (from the Spanish word "concha", meaning a shell) is the name given to the troughs in which 100 to 1000 kilograms of chocolate paste at a time can be heated up to 80 °C and, while being constantly stirred, is given a velvet smoothness by the addition of certain amounts of cocoa butter. A kind of aeration of the liquid chocolate paste then takes place in the conches: its bitter taste gradually disappears and the flavour is fully developed. The chocolate no longer seems sandy, but dissolves meltingly on the tongue. It has attained the outstanding purity which gives it its reputation.

PLACE

Cadbury dairy milk is produced at the chocolate factory in Bourneville in . After the 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 deal with beverages and confectionery e.g. corner shops, super stores such as Iceland, Sainsbury, Kwik save, Tesco, Asda, Safeway and petrol station. These businesses are usually visited by customers on a daily basis.

They then 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.

This gives them a wide range of consumers around the world. Cadbury therefore makes sure that the cultures of these different people are kept. They can do this by producing products, which are eaten in that particular country without upsetting religious or cultural practises.

You can buy it at most of the retail outlets or general stores or groceries shop and small shops

Yes there are dealerships distributors who supply Cadbury products to retail outlets and general stores and shops. IN INDIA, CADBURY BEGAN ITS OPERATIONS IN 1948 BY IMPORTING CHOCOLATES. AFTER 60 YEARS OF EXISTENCE, IT TODAY HAS FIVE COMPANY-OWNED MANUFACTURING FACILITIES AT THANE, INDURI (PUNE) AND MALANPUR (GWALIOR), BANGALORE AND BADDI (HIMACHAL PRADESH) AND 4 SALES OFFICES (NEW DELHI, MUMBAI, KOLKOTA AND CHENNAI). THE CORPORATE OFFICE IS IN MUMBAI.THESE FACTORIES CHURN OUT CLOSE TO 8,000 TONNES OF CHOCOLATE ANNUALLY.

PRICE

CADBURY DAIRYMILK SILK: The price: The regular Dairy Milk and its variations are priced at around Rs 30, Silk is around Rs 20 costlier, at Rs 49 for 69 grams and Rs 99 for 160 grams 2) The packaging: Silk is costlier because it has better packaging. The first outer cover is designed to give the chocolate an exclusive look, it’s glossy and smart. The middle cover is the traditional white paper wrap, this time with an ornate description of the new offering (a task carried out by some junior copywriter, who is now probably proudly showing off his brilliant work). And the third layer is a foil, replacing the traditional golden foil that the regular Dairy Milk has. Opening the three packaging layers designed to impress makes you understand why Silk is priced higher. 3) The shape: The white paper cover, the second packaging layer, of Silk reads, “A cube of silk is visibly dome shaped in order to fit smugly in your mouth”. Wow, such a well thought out concept! Silk eaters can now place a cube in their mouth and feel its shape, reveling in the fact that the new dome shape is so much smoother.

CADBURY BOURNVILLE: Cadbury’s new Bournville is made from the finest cocoa beans and is 44% cocoa. There are four different variants, and of course I’ve tried them all. There’s the basic Rich Cocoa, which is just plain dark chocolate. It melts in your mouth and makes you go ’mmmmmmmmmmmmmmmm’... And if that’s not enough excitement for you, you can choose from Hazelnut, dark chocolate with hazelnuts; Raisin and Nut, dark chocolate with raisins and nuts; and Almond, dark chocolate with almonds. And the price is perfect at INR 75 for a 80 gram bar of Rich Cocoa.

CADBURY FIVE STAR: Cadbury five star 5, 10 and Rs 30. Crunchy: Rs. 12 Fruit & Nut: Rs. 23 PROMOTION

Cadbury PLC believes that parents and guardians/carers are the most important influence in the development of children.

Advertising directly to children is appropriate, only when it is conducted in an environment that supports the parental role, or where the child has reached an age of cognisance and reason, which is now generally accepted as eight years. Because of this, we've withdrawn from advertising directed specifically at children aged less than eight years where they're the majority of the audience and we've introduced a global Marketing Code of Practice, which includes specific reference to children. Cadbury PLC do not believe that it's appropriate to sell our confectionery and carbonated products through vending machines in primary schools and we will not do so.

Research shows that secondary school children will leave school premises if products they want are not available and vending can help schools ensure their safety and security.

We believe that vending is appropriate in secondary schools, only when we're asked to do so by the education or school authority, and when the products meet nutritional guidelines set by the authority. In these circumstances, and if requested, we also welcome opportunities to try to work with authorities to produce and supply products that meet their specific nutritional requirements.

What is Cadbury PLC' Marketing Code?

We are proud of our brands. They provide fun and enjoyment as treats or refreshment, and are valued for their functional benefits. They can be enjoyed as part of a balanced diet and lifestyle.

We provide choice by offering variety and through innovation.

We encourage responsible consumption, as this is central to consumers continuing to enjoy our brands.

Our consumers are at the heart of our business. We are committed to listening to them and acting responsibly in their interests and have done this successfully for generations.

This Marketing Code of Practice ensures we continue to meet our responsibilities to our consumers.

Supporting sensible consumption and balanced life style.

Copy, sound and visual presentation will accurately represent all material dimensions of products advertised, including taste, size, content and nutrition and health benefits.

All our advertising will be truthful, accurate and well substantiated. Health benefit claims will have a sound nutritional basis and comply with applicable government regulations.

Our advertising will reflect moderation in consumption and portion sizes appropriate to the social and cultural setting portrayed.

Our advertising will never portray or endorse inappropriate or over consumption.

Unless a food product has been nutritionally designed as a meal replacement, it will not be portrayed as such.

In every country where we advertise we will be attentive to local, cultural, political and religious sensitivities and always market within the highest common denominator of any existing regulatory, advertiser, agency and broadcaster guidelines.

We will apply these guidelines to all forms of media including print, broadcast and cable television, radio, video, telephone, point-of-sale, online advertising, other internet activities and packaging.

This code is reviewed annually by the group's President of Commercial Strategy and put before the company's Food Issues Strategy Group for policy approval. With particular reference to marketing to children

We will always take into account the level of knowledge, sophistication and maturity of the people we are advertising to. Younger children have a limited capacity for evaluating the credibility of information they receive. They also may lack the ability to understand the nature of the personal information they disclose on the Internet. We recognise and will act on the special responsibility we have to protect children from their own vulnerabilities. Therefore, we will not advertise where children under the age of eight are likely to be the majority of the audience. Eight years is generally accepted as the age at which children are viewed as being able to comprehend what an advertisement is seeking to achieve and to make judgements accordingly. (Also see: Advertising to children)

We will not advertise during or adjacent to a programme if the content of our advertisement is derived from or associated with that programme. For example, we will not use broadcast or print media personalities (live or animated) to sell products, premiums or services in a way that obscures the distinction between programme or editorial content and commercial promotion. Commercials and advertisements featuring characters from programmes or publications primarily directed to children should not be adjacent to programmes or articles in which the same personality or character appears.

We will not show children under eight years in advertisements and promotions aimed at children.

We will not have any visual reference of children under eight years on company-owned vending equipment.

Our advertising will not misrepresent the potential benefits from the consumption of a product such as status or popularity with peers, sporting success or intelligence.

Our advertising to children will not create a sense of urgency or price minimisation.

We will use language and visuals that are clearly understandable in advertising and promotions, especially where it relates to the likelihood of winning a prize or being included in a club of any kind.

Where we have websites with children's content, we will not knowingly link to pages of other sites that do not comply with our standards. We will not seek to gain the address or other personal details of the child, we will not e-mail children and we will comply with any higher or additional standards imposed by applicable local law. We will use this area of any website we have to remind and encourage parents to check and monitor their children's use of online activities regularly. Under limited circumstances of safety, security, liability and other purposes permitted under applicable law, when contacted by a child, we will use the personal information they provide to attempt to notify and obtain consent from the parent/guardian and will not further use such information for marketing to such children. We will not use visuals, language or messages that encourage children to pester parents or others to buy products.

Our advertising will support the role of parents and other appropriate adult role models in guiding and deciding what children should eat and drink.

We will take great care when using any form of fantasy, including animation, not to exploit a child's imagination in a way that can encourage poor dietary habits or less than sensible consumption.

When using fictitious or real characters to promote our products, which are in the treat and occasional consumption range, we will not use such characters to promote inappropriate consumption.

Our products will be represented in a way to encourage the sound use of the product, with a view towards proper nutritional development of the child and development of good nutritional practices.

We will, where appropriate, capitalise on the potential of advertising to influence behaviour by developing advertising that supports positive and beneficial social behaviour including sensible consumption, friendship, kindness, justice, honesty, generosity and respect of others, and in so doing expose children to the benefits of constructive advertising approaches.

Prior to release, all advertisements and promotions to children will be reviewed at an early stage for the appropriateness of the activity and then checked against this code before being signed off by business unit general managers. In addition, there will be a periodic review of business unit activity by regional and global management to ensure that interpretation of the code is aligned locally, regionally and globally. Cadbury is a well known brand not only in India but has earned a name for itself world over. Everyone loves to eat this chocolate but quite often when you offer a Cadbury to someone you hear a remark ’’Oh cadbury...... no very fatning...... what about my calories’’ and invariably you atleast take a piece offered to you saying ’’oh they are irresistable’’, infact thats very true, one cannot just have a reason or rather i should say one cannot explain the reason for having a liking towards this brand of chocolates.

The chocolate is available in various variation and combination for eg 1)Cadbury Dairy Milk - The Real taste of Life....so says the advertisement. This basic chocolate forms a part of all cadburys made from fresh milk.

2)Cadbury Fruit and Nut - All time favourite made from raisins, cashewnuts, apricot and kerels.

3)Cadbury Temptations - Too Good to Share- well one can only say with experience.

4)Cadbury Crackle - made with crunchy crispies and butterscotch inside. The crackling experience...

5)Cadbury Roasted Almond - Almonds in Choclate (The nutty kind)

6) Cadbury Perk - Thodi si pet Puja - Kabhi bhi kahin bhi (for the benefit of those who do not understand Hindi(the ad says ’’ a little filling for your stomach - anytime anywhere’’ with light wafer centre.

7) Cadbury’s Five Star - Dil mein josh bhar lo(Fill energy into your hearts) great energy bar with centre of caramel and nougets coated with cadbury dairy milk.

8)Cadbury’s Relish - biteful of soft melting nugets with smooth cadbury milk.

9)Cadbury’s Gems- Masti ka Partner (Partner full of Pranks) sugar coated chocolate buttons in various colours.

10)Chocolate Eclairs - Cadbury milk centre and a caramel shell.Bite into one and feel the chocolate ooze

11)Cadbury celeberations - An assortment of excellent fine choclates in perfect gift boxes for every occasion.

Well these are some of the very famous chocolates available from the cadburys to choose according to your taste.The price afcourse varies with the product begining with Rs5/-. So do check it out.Due to the various availability in size and variations it has taken a lead in the chocolate market So Do have the Real Taste of Life...... SUMMARRY OF THE FINDINGS.

In order to increase sales Cadburys needs to undertake a range of marketing activities before deciding upon the best way to encourage the purchase of its product. When identifying the basic principals which Cadburys must apply to its marketing will be its basic objectives because all business must have objectives it allows them to increase sales and make profit.

Corporate aims are the long term intentions of a business, whereas corporate objectives are the specific targets required to achieve the aims.

The common aim and objectives of the corporation such as Cadbury includes the following:

1 Survival

2 Profit maximisation- which is often taken to be the reason why firms exists and to be the primary objectives in practices most firms have a hierarchy of objectives when a firms survival is threaten it may profit maximise in order to restore its financial health.

3 Growth- which includes Cadbury selling new products or expanding overseas.

4 Diversification- which is the spreading of business risks by reducing dependence on one product.

5 Sales maximisation- which is the increasing of sales

6 Improving the product image-which includes creating a new logo or launching a new brand of product and creating more attractive packaging.

For example, Cadbury set out two objectives for the development of their chocolate, . These were:

1. To grow the market for chocolate confectionery

2. To increase Cadbury's share of the snacking sector

When launching a product the company Cadbury’s had to make sure that any new product in the snaking sector must establish points of difference, creating a unique selling proposition (USP) i.e. a product with unique appeal which is not shared by any of its competitors. Referring back to the example of Fuse, Cadbury lost a lot of money testing out the combination of various ingredients and more than 250 were combined before the recipe of the chocolate was finalized. As the products are developed, Cadbury tests them to ensure that consumers are willing to buy them.

Cadbury then promotes its products in various ways such as the use of above the line promotion, which is where a product is advertised through consumer media such as television, magazines, newspapers and radio.

CONCLUSIONS.

The case study has revealed the fact that Cadbury had embarked on a strategy which involves increased consumption of its products through enhanced reach, affordability and visibility, which it feels, can be attained by creating new markets, widening the depth of its distribution network and working towards a comprehensive portfolio with brands across all price segments. That Cadbury I the most upcoming brand of chocolates in a market like india.

Strengths • Cadbury is the largest global confectionery supplier, with 9.9% of global market share.

• High financial strength (Sales turnover 1997, £7971.4 million and 9.4%)[1]

• Strong manufacturing competence, established brand name and leader in innovation.

• Advantage that it is totally focused on chocolate, candy, chewing gum, unique understanding of consumer in these segments.

• Successfully grown through its acquisition strategy. Recent acquisitions, including Adams, 2003, enabled it to expand into important markets like the US market.

Weaknesses • The company is dependent on the confectionery and beverage market, whereas other competitors e.g. Nestle[2] have a more diverse product portfolio, where profits can be used to invest in other areas of the business and R&D.

• Other competitors have greater international experience - Cadbury has traditionally been strong in Europe. New to the US, possible lack of understanding of the new emerging markets compared to competitors[3].

Threats • Worldwide - there is an increasingly demanding cost environment, particularly for energy, transport, packaging and sugar. Global supply chain in low cost locations[4].

• Competitive pressures from other branded suppliers (national and global). Aggressive price and promotion activity by competitors - possible price wars in developed markets. • Social changes - Rising obesity and consumers obsession with calories counting. Nutrition and healthier lifestyles affecting demand for core Cadbury products.[5]

Opportunities • New markets. Significant opportunities exist to expand into the emerging markets of China, Russia, India, where populations are growing, consumer wealth is increasing and demand for confectionery products is increasing.

• The confectionery market is characterized by a high degree of merger and acquisition activity in recent years. Opportunities exist to increase share through targeted acquisitions[6].

• Key to survival within the FMCG market is increasing efficiency and reducing costs. Cadbury Fuel for Growth[7] and cost efficiency programmes seek to bring cost savings by: 1) Moving production to low cost countries, where raw materials and labour is cheaper ii) reduce internal costs - supply chain efficiency, global sourcing and procurement, and wise investment in R&D.

• Innovation is key driver. To respond to changes in consumer tastes and preferences - healthier snacks with lower calories need to be developed. R&D and product launches have led to sugar-free & center filled chewing gum varieties and Cadbury premium indulgence treat. Low-fat, organic and natural confectionery demand appears strong.

RECOMMENDATIONS

Cadbury India's main source of revenue is its 70% bite of the 23,000 tonnes Indian chocolate market. It is also present in the malted food market (Bournvita enjoys a 24 percent share of the 20,000 tonnes brown drinks market). Of late, the company has ventured into the 120,000 tonnes sugar confectionery market ('Googly') and has gained about 5% market share there. The revenue break up of its different business segments is as follows:

Despite the fact that Indians have strong affinity for sweets, the size of domestic confectionery market is small on account of traditional consumer tastes and habits. The Chocolate market in India is a niche market penetrated largely in urban areas and per capita consumption is low as compared to those in developed countries of the West. But future prospects of the chocolate category looks good as the company plans to move into the arena of snack foods, as it has done in the Western markets.

The market for Malted food drinks is large and is characterized by a few large players. The market can be broadly segmented into white malted food drinks which dominates in the Southern and the Eastern parts of the country and Brown Malted food drinks which dominate in the North and the West. Large brands like Bournvita and Horlicks dominate in Malted food drinks sector and the growth has been steady in the last five years.

The future mission of Cadbury India is 'A Cadbury in Every Pocket'. The company's business strategy hinges on following for driving its future growth:

• Increase the width of chocolate consumption, through low price point packs and distribution focus. • Increase depth of consumption, targeting regular chocolate consumers through generating impulse and a dominant presence at Point of Sale.

• Maintain image leadership through a superior marketing mix.

• Be a significant player in the gifting segment, through occasion linked gift packs.

• Build critical mass in the sugar business by introducing value-added sugar confectionery products.

Future revenue growth will be through increasingly higher volumes rather than price increases. The management believes that price increase can only be a short term objective. It is volumes, which are very important to achieve the long-term goal of having a wide consumer base.

The company sees its growth in future in market expansion and new product launches. Increased reach, new launches, higher marketing spend and intensive promotions - the mix, Cadbury is looking at to fuel its future growth. The company is also looking for acquisition of brands, and its huge cash reserves might be utilized for the purpose.