1) SITUATION ANALYSIS
3) 4 Ps
5) SWOT ANALYSIS
Product Category: Chocolate Confectionary
Product: Cadbury Dairy Milk (CDM)
SITUATION ANALYSIS (4 CS)
Parent Company: Cadbury plc
Indian Subsidiary: Cadbury India Ltd (CIL)
History of Cadbury:
Cadbury plc is a confectionery and beverage company with its headquarters in London, United Kingdom, and is the world's largest confectionery manufacturer. The firm was formerly known as Cadbury Schweppes plc before demerging in May 2008, separating its global confectionery business from its Americas beverage unit, which has been renamed Dr Pepper Snapple Group Inc.
In 1825, John Cadbury began vending tea, coffee, and (later) chocolate at Bull Street in Birmingham in the UK and sometimes in India. The company was later known as Cadbury brothers. After John Cadbury's retirement, his sons, Richard and George, opened a major new factory at Bourneville. Over the years many mergers and acquisitions were undertaken. The biggest merger came in 1969.
Cadbury's merged with drinks company Schweppes to form Cadbury Schweppes in 1969. With this merger, besides chocolate confectionary, Cadbury entered into the drinks business with brands such as Snapple, Mistic and many more.
In May 2008, Cadbury Schweppes split its business into two separate entities: one focusing on its main chocolate and confectionery market; the other on its U.S. drinks business. Thus the firm was renamed Cadbury plc and the beverage unit, was renamed Dr Pepper Snapple Group Inc.
Cadbury plc operates in over 60 countries. They work with around 35,000 direct and indirect suppliers and employ around 50,000 people.
Cadbury is the Worlds No 1 confectionery company and is 200 years young and it would not be too inaccurate to say that they have been leading the chocolate market for a long time. John's grandson developed the magic formula for milk chocolate in 1905 and Cadbury plc has developed it since which is to say that they have almost 100 years of experience in the chocolate market.
Origin of Dairy Milk:
One of its products, Dairy Milk was introduced in 1905, and has become the most successful moulded chocolate in UK history and the basic ingredient for many other Cadbury products. 95 years later, Dairy Milk is one of the world's most famous brand names and the company's leading chocolate bar by revenue.
Cadbury India Ltd:
Cadbury India Limited is a 51% subsidiary of Cadbury Plc, UK. Cadbury India Ltd began its operations in 1948 by importing chocolates and then re-packing them before distribution in the Indian market. 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). It has its cocoa operations at Cochin. The corporate office is in Mumbai.
Thus we can see the product width and the product lines of Cadbury India. Product depth of Cadbury Dairy Milk will be discussed later.
Technology and research (CIL):
CIL has its technology department and the research department in place. They continuously try to innovate production process & product packaging to make them more efficient. Product innovation has always been an important item on their agenda. Efforts are made to introduce existing products with an Indian twist. They constantly try to improve the texture and taste experience of the chocolates they produce and delivering top quality is an unsaid mantra they follow.
Culture and goal:
CIL’s core purpose is "Working together to create brands people love". They believe that the way to create brands people love is through their...