History of Cadbury

Started in 1824

By John Cadbury

In Birmingham, England

Headquarters : UK

By 1842, John was selling 11 kinds of cocoa and 16 kinds of drinking chocolates.

By 1864, George and Richard, sons of John continued to expand the product line.

Cadbury manufactured its milk chocolate in 1897

Today Cadbury is the largest confectionary company in the world.

Product line

Confectionary: Caramello Koala, Freddo,Bournvita

Cooking products: choc chips, cooking choc,flake garnish

Boxed chocolates: favourite chocolates, milk tray chocolates, roses chocolates

Chocolates : fruit n nuts, crackle, silk, bournville , temptations, roast almond.

Gums : Stride, Trident, Chiclets, Dentyne, Bubblicious

Strengths

Wide product range Good prices International business Advertising Good availability

Weaknesss

Health and safety

Only does the chocolate

No dietary options

Opportunities in countries like France

In terms of political issues, France being an advanced democratic country, specific risk is negligible.

In terms of economic issues, it has fourth largest GDP in the world.

Threats

Unable to understand foreign customer preference.

Incur unexpected cost.

Threat of entry due to the competition growing through acquisation.

Interesting facts

First one to include pictures instead of printed text on chocolate boxes.

Many children joined Cadbury’s Coco cub Club that it had 300,000 members in 1936.

Launched a Get Active program in 2003, helping 10,000 teachers get in shape.

Others companies in sector

Mars-wrigley Nestle Kraft food Ferrero

Mars-wrigley

Type : private Industry : confectionary Founded : 1911 in Tacoma,

Washington, USA. Founder : Frank C.Mars Products : milky way, bounty, mars,

snickers. Revenue: US$30 billion

Nestle

Type : private Industry : Food processing Founded : Vevey, Switzerland (1866) Founder : Henri Nestle Products : baby food, coffee, dairy

products, ice cream Revenue: CHF 107.6 billion

Kraft Foods

Type : public Industry : Food Processing. Founded : Englewood,Chicago, USA Products : ice cream, cheese, milk. Revenue: US$ 40.4 billion

Ferrero

Type : private Industry : Food Founded : 1946 Founder : Pietro Ferrero Products : confectionary. Revenue : 6.2 billion euros

Positions in emerging markets

Competition

conclusion

In order for to reach the peak of achievement, the company would have to stress on the growth of the product.

Cadbury should also look into other countries like Asia Pacific in order to market its products popular globally.

Another strategic plan would be a joint venture.

Needless to say that in order for the company to market its products globally, it is understood that heavy capital and expenditure have to be sacrificed.

“LAST BUT NOT TO FORGET THAT CADBURY SHOULD NEED TO STRENGTHEN THE BRAND NAME OF ITS PRODUCTS”

Marketing Management

Submitted by: Ishdeep Singh Arora Heena Pruthi Arashvir Kaur Sonam Ankit Abhishek Mittal