Cadbury

It was a general assumption that Chocolates are consumed when people are happy, when they want to share their joy with rest of the people. Now it has been seen that even when people are in depression, they have chocolate to come out of the depression. Some people consume chocolate when they are in stress while writing exams. Some people need chocolate to boost up their energy levels. So in short, whatever the occasion is chocolate can be consumed. This major change in perception is brought about by one of the major global confectionery company with an outstanding portfolio of chocolate, gum and candy brands. In 1824, John Cadbury opened first shop in Birmingham selling cocoa and chocolate since then company, CADBURY, has expanded its operation across the world.

In India, Cadbury began its operations in 1948 by importing chocolates. The corporate office of Cadbury is in Mumbai. Main brands of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, Eclairs, Bytes and Celebrations. The chocolate taste for the Indian consumer is pure taste of Cadbury Dairy Milk. In beverages, Bourn vita is the leading Malted Food Drink in the country. In medicated candy halls is the leader.

Cadbury competitors are not only restricted to chocolate industry but also small sweets shop owners. Cadbury has positioned itself as that whenever people wants to have sweet then they should have Cadbury chocolates, company has launched Dairy Milk Desserts for the same. Company wants to be part of every Indian consumer happiness, joy and celebration. For this company has come up with campaigns to promote its product to the child in every adult. “Real Taste of Life” is one such campaign from the company.

Another campaigns from company are 'Khanewalon Ko Khane Ka Bahana Chahiye' , 'Kuch Meetha Ho Jaaye' , Pappu Pass Ho Gaya.. The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global benchmark for effective advertising campaigns) awards. The first ever known advertisement of Cadbury is cricket advertisement in which girl expresses her joy and happiness by breaking all the boundaries across her and dancing in front of whole stadium. This advertisement has the most recall value whenever the name of Cadbury comes.

In India Cadbury is the highest selling chocolate brand with 70% market dominations. In order to increase its consumer base, it comes up with new campaign to increase the consumption of chocolates. Recently Bollywood star Amitabh Bacchan has endorsed the product and brand.

Cadbury always focus on delivering best to its customer, in order to get best cocoa for its
Chocolates, company pioneered the cocoa cultivation in the country in 1965. They have worked with kerala Agriculture University to undertake cocoa research and released clones, hybrids that improve the cocoa yield. Another important aspect which is taken care of by the company is packaging part of its brands. For different brands different packaging is done.

For Cadbury Dairy Milk, colourful primary packaging of HDPR over a thin aluminum foil is used. The basis combination is blue white with variation of red, yellow and brown.
Cadbury 5 star comes in its classis golden colour. Cadbury perk is retailed in primary packaging of HDPE. It has colour combinations of blue, yellow, red and brown. Cadbury éclairs is a toffee version of chocolate packed in primary packaging of HDPE with colour combination of blue and yellow .Cadbury gems is brightly colored packaging specially attractive for the children.

The Indian chocolate market is growing at a rate of 20% annually. In order to retain the leadership position in Confectionary sector, Cadbury comes up with new and innovative communication on frequent basis. Recently in India, it has relaunched Bournville Fine Dark Chocolate in dark chocolate segment. The target segment of BournVile is Sec A Another interesting fact is that during festive season, from September to November, in India company revenue increases by 15-20%. In a present scenario where competition is fierce and Cadbury faces competition from companies like Pepsi, Coca-cola, Sweet Shop Owners, and Mac D also to certain extent. It will be an interesting case study to study that how Cadbury has regained its leadership position over such a long period.