i swa s

m ar B
Ku l
Ni s han ban i Pa
Sra

bo r t y
ha kra
yan C a in
wai p a H os s
D a fi s a
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Dey
Su de sna
 Down the Memory Line

Cadbury started in 1824 when John Cadbury opened a shop in

Birmingham selling cocoa and chocolate.

Cadbury today is a leading global confectionery company with

an outstanding portfolio of chocolate , gum , candy brands.

In 2000 Cadbury acquired Hollywood a leading French chewing

gum and confectionery brand.

In 2003 for $42 billion , making Cadbury the leading world wide
confectionery company and the world’s number 2 in chewing gum..
 CADBURY INDIA
In India Cadbury began its operations in 1948 by importing
chocolates..

Cadbury India Operates in four category viz. Chocolate

confectionery ,
Milk Food Drink and Gum category..

Cadbury enjoys a value market share of over 70% - the highest

Cadbury brand share in the world..

Since 1965 Cadbury has also pioneered the development of cocoa

cultivation in India..
 PRODUCT HANDLED

International brands are :-

Schweppes , Trident , Dr Pepper , Snapple , Trebor ,

Dentine , Bubblicious and Bassett ..
Indian brands are :-
Dairy Milk
Éclairs
5Star
Gems
Perk
Bytes
Temptation
Bourn vita
Celebrations
Halls
Bubbaloo
Yea Hai
5Star
Meri Jaan
 Cadbury 5 Star moves from strength to strength every year by increasing its user base.

Chocolate lovers for a quarter of a century have indulged their taste buds with a
Cadbury 5 Star.
the second largest after Cadbury Dairy Milk with a market share
of 14%

Cadbury 5Star moves strength to strength by satisfying customer

needs.
Launched in 1969 as a bar of chocolate that was hard outside with
soft caramel nougat inside.
Cadbury 5 Star Crunchy was launched.
The same delicious Cadbury 5 Star was
now available with a dash of rice crispy
PRODUCT LIFE CYCLE Of 5Star
 Re-launching 5 Star

We are re-launching our product because our product has crossed the maturity
stage of the product life cycle. Once the product finishes its maturity level , the sales
may start decreasing so in order to increase the sakes by 3% – 5% and keep the
product in touch with the competition we are re-launching the product.

As India is emerging market hence we forecast sales of chocolate to grow by 5%

after launching 5Star Jelly in different flavor .

The target audience for 5Star will be small school going kids. Mostly the rural areas
who will give this Rs.2 as gift to all their friends on their birthday..
5Star Jelly
Competition
Primary Basis of Competition :-
Quality :-
Product performance

Cost Efficiency :-
Low Product Price

Dependability:-
Reliability
Timely delivery

Flexibility :-
Response time
New Product
Changes in output volume
 SWOT ANALYSIS OF 5Star
Strengths:-
Strong leadership position in confectionery market.
Low price
Cadbury has a 9.2% share of the global
confectionery market , driven strong position in
several regional markets ( higher Mars 9.9% share).

Weaknesses :-
Insect was found in a dairy milk product. It blur the
image of the subsequent
product & other brand also, lack of launch of new
brands in chocolate segment & recent falling sales &
other financial problem

$ mill 2006 2007 2008

Revenue 14543.6 15912.5 7792.3

Gross Profit 2040.4 2048.2 3638.5

Operating income 1843.8 1697.5 651.3

Total net income 2281.3 812.5 529.7

Diluted EPS 4.38 1.53 1.31

 Opportunities :-
New product launches
Robust organizational changes
driving performance
Growth in UK confectionery
market

Threats :-
Growing Health
Concerns.
Retailer
Pressure
Stiff
competition in
PROMOTION
Sales Promotion
Advertising
Public Relation
Direct Marketing

Medium for promotion :-

Television
Magazines
newspaper
FM
Net
Sales Promotion

Free distribution of sample

Offering free gifts
Temporary price reduction
Setting up competition with
attractive prizes
Door-to-door calling
Telemarketing
Public Relation

News
Speeches
Mobile Marketing
Direct Marketing

Face-to-face selling
Catalog Marketing
Direct response by TV marketing
Direct mail marketing
Tele marketing
Advertising
Television
FM
Hoardings/Banner ADD
News paper
Online