Cadbury Marketing Paper

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Submitted By:
(Roll No-10065)

Guided By:

(YEAR 2010-2012)



Success is an amalgam of dedication. work and able guidance of people around us”

I am very thankful to TOLANI INSTITUTE OF MANAGEMENT STUDIES for giving me an opportunity to learn something new and increase my practical knowledge. At the same time my sincere thanks to PROF. BHAVESH VANPARIA to guide me throughout my Marketing Project.

EXECUTIVE SUMMARY In this Marketing project I have tried to apply the concepts of marketing on any product and my product was Cadbury.

Considering the importance of understanding the marketing concepts in deep and which helps in future development as in marketing profile and also with the application of concepts we come to know about the position of the product and here various models like Porters five force model, product life cycle theory, core concepts marketing information system I have tried to relate with the product . Throughout from this project it has helped me to strengthen my marketing concepts


The story of Cadbury Dairy Milk started way back in 1905 at Bourneville, U.K., but the journey with chocolate lovers in India began in 1948. 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. Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of milk chocolate and white chocolate. Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury. Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.

Cadbury – Company Overview

Cadbury plc is a confectionery and beverage company with its headquarters in London, United Kingdom, and is the world's largest confectionery manufacturer.

Its heritage can be traced back in 1824 when John Cadbury opened a shop in Birmingham selling cocoa and chocolate. Since then Cadbury have expanded our business throughout the world by a programme of organic and acquisition led growth.

In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world.

Cadbury began its operations in 1948 by importing chocolates and then re-packing them before distribution in the Indian market Cadbury’s flagship 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.

After 59 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 firm was formerly known as Cadbury Schweppes plc before demerging in May 2008. With a history stretching back over 200 years, today Cadbury Schweppes employs around 54,000 people and its brands are enjoyed in almost every country around the world. They are also the world's third largest soft drinks company.

Throughout history chocolate has been associated with romance and sharing. Today the richness and smoothness of Cadbury chocolate is what makes it one of the world's favorite treats.

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, company have worked with the Kerala Agriculture...
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