ACKNOWLEDGEMENT

We would like to take opportunity to acknowledge the innumerable

guidance and support extended to us by all the group members of project.

In execution and preparation of our project on the topic of CADBURY.

With immense please we are presenting Cadbury India project report
as part of the curriculum of BBA. We wish to thank all people who gave
us unending support. In this project, we have given brief description
about the organization, which has been started by the womens
organization.

We express our profound thanks to our head of department Mr Siddharth
Shastri
and our project Head Miss. Hitesha Singh and all those who have
indirectly guided and helped us in preparation of this project.


















Introduction
The Cadburys Inc has taken the opportunity to offer us a broader
view of chocolate category. The Cadbury Indias no.1 Chocolate is able
to share with their market insights based upon unparalleled breath of
chocolate experience. Cadbury is a multinational company and the
Cadbury dairy milk is a brand of chocolate which is made by Cadbury.
Cadbury made different types of chocolates and other products which is
sold in several countries around the world. It first sold its products in
United States in 1905.
Cadbury has grown from strength to strength with new
technologies being introduced to make the Cadbury confectionary
business, one of the most efficient in the world. The merge in 1969 with
Schweppes and the subsequent development of the business have led to
Cadbury Schweppes taking the led in both, the confectionary and soft
drink market intech UK and becoming a major force in the international
market. Cadbury Schweppes today manufactures product in 60 countries
and a trade in staggering 120. The Cadbury story is a fascinating story of
a family business that grew in one of the biggest, most loved chocolate
brand in the world. A story that you will remember as the story of The
taste of life.




Company Overview
Cadbury is a leading global confectionery company with an
outstanding portfolio of chocolate, gum and candy brands. They create
brands people love - brands like Cadbury, Trident and Halls. Their
heritage starts back in 1824 when John Cadbury opened a shop in
Birmingham selling cocoa and chocolate. Since then they have expanded
their business throughout the world by a programme of organic and
acquisition led growth. On 7 May 2008, the separation of their
confectionery and Americas Beverages businesses was completed
creating Cadbury plc with a vision to be the world's BIGGEST and BEST
confectionery company.
A few facts and figures
They make and sell three kinds of confectionery: chocolate, gum
and candy.
They operate in over 60 countries.
John Cadbury opened for business in 1824 - making us nearly 200
years young.
They work with around 35,000 direct and indirect suppliers.
They employ around 50,000 people.
Every day millions of people around the world enjoy their brands.
Their Business
With over 45,000 employees working across their business in over
60 countries, Cadbury is a large and complex organization.
From 2003 to 2008 the confectionery business was led through a
strong regional model to ensure their top-down strategy was
consistently implemented around the world. In 2006, they
introduced a strong category-led commercial organization which
has progressively been developing its role and impact since.
At the beginning of 2009, they eliminated the regional structure to
operate as seven business units and leverage the strengthened
category leadership across their markets. In this section, you can
find a description of their business units and functions.
Business units
Their operations are split into seven business units:
Britain and Ireland,
Middle East and Africa (MEA),
North America,
South America,
Europe,
Asia, and
Pacific
While each units management focuses on commercial operations in their
geographical area, the unit also maintains teams from each of the
functions below.

Functions
In conjunction with the seven business units described above, they have
seven global functions.
Category-led functions:
Commercial
Science & Technology
Supply Chain
Corporate functions:
Human Resources and Corporate Affairs
Finance and Information Technology
Legal and Secretariat
Strategy
This structure enables the business units to focus on delivering the
Groups commercial agenda and top-line growth, and allows the
functions and categories to develop and drive global strategies and
processes towards best in class performance, while remaining closely
aligned to the regions' commercial interests.
Their Marketplace
Cadbury operates in the global confectionery market. The market is large,
growing and has attractive dynamics. The global confectionery market is
the worlds four largest packaged food markets. It represents 9% of that
market, and has a value at retail of US$141 billion. Chocolate is the
largest category, accounting for over half of the global confectionery
market by value. Gum is the fastest growing confectionerycategory.

Globally, confectionery is growing at around 5% p.a., faster than many
other packaged food markets. Developed markets, which account for
around 67% of the global market, grew 3% p.a. between 2001 and 2006.


Focus Brands
They are investing in their most advantaged brands. Together, they
generate approximately half their total revenue and have significantly
higher profitability than their confectionery portfolio as a whole. They are
Cadbury Dairy Milk, Trident, Halls, Green & Blacks, The Natural
Confectionery Co., Creme Egg, Eclairs, Flake, Dentyne, Clorets,
Hollywood, Stimorol and Bubbaloo.
By being globally strong across all three confectionery categories,
they are building competitive advantage creating the right range, to be
available everywhere, and for everyone. They have a natural growth path
based on making the most of their total confectionery business and
specific strategies for each category. In many markets they are already
leaders in one or two categories and can expand into a second or third by
making the most of their global capabilities. So in the UK their strength
in chocolate and candy has enabled us to launch successfully into gum.
Similarly in India, theyve expanded into the bubblegum business. And in
the USA, theyve added chocolate to their gum and candy business.
Categories
Within confectionery there are three categories: Chocolate,
Candy and Gum. We have a total confectionery model with strong
positions in all three categories. For more information on our categories
and brands please see Categories and Our Brands.





Category dynamics vary
Overall, the confectionery market is relatively fragmented.
Even after the merger of Mars and Wrigley, the top five players account
for only 42% of the market.
Chocolate: Represents the biggest segment in the category with a
55% share in value and has been growing at a rate of 6% in the last four
years. Chocolate is mainly a regional business where consumers seek a
particular taste in each market. This brings about fragmentation in the
market as well as complexities in production. The top five producers
account for 50% of the global market, and there is scope for
rationalization.
Gum: With a 14% share in confectionery sales, is the fastest growing
segment at 7%, led by innovation and marketing. This is the most
consolidated segment with the top two players, Wrigley and Cadbury,
accounting for over 60% of the market. Gum travels well and well-run
global businesses can generate good economies of scale. Innovation and
formulation are also important barriers to entry to new competition.
Candy: Is the most fragmented confectionery segment with a
proliferation of local brands and growth around 4%. The top five players
represent only a quarter of global confectionery sales. Functional candy
such as cough drops, indulgent candy such as premium toffees and
natural products without artificial colours or sweeteners, has been drivers
of market growth.







VISION OF CADBURY

Be the worlds BIGGEST and BEST confectionery company.

Purpose: Creating brands people love.

Their vision in to action
a) Governing objective: To deliver superior shareowner returns.
b) Priorities: Growth, efficiency capability

Growth: Their growth priority is represented by the mantra Fewer,
Faster, Bigger, Better. They focus on a number of advantaged global
and regional brands, invest in getting their new product developments
into more markets faster, use joined up commercial and marketing
programmes to have a bigger impact and underpin the whole plan by
executing their initiatives better.


Efficiency: Their efficiency priority recognizes that it is not enough
to grow; they must also be more profitable. They maintain a relentless
focus on cost and efficiency by reducing central functions and costs;
consolidating their businesses and reconfiguring their manufacturing
and distribution. Their vision in to action will help increase their
margins to mid-teens by 2011 with the aim of delivering mid-term
margins by 2011.

Capability: Their capability priority ensures they continue to invest
in the right organization and skills to win. They have simplified and
strengthened their organization to a pure-play confectionery business.
They manage their commercial strategies on a global basis through
their three categories of chocolate, gum and candy and strong
functional leadership.


Values of Cadbury
They are performance driven, values led. Throughout
changing times, their constant values have inspired us to be pioneers in
business and in corporate responsibility. They help ensure they are proud
of their company and are critical to their core purpose of creating brands
people love.

Their values are:
Performance: They are passionate about winning. They compete in
a tough but fair way. They are ambitious, hardworking and make the
most of their abilities. They are prepared to take risks and act with
speed.
Quality: They put quality and safety at the heart of all of their
activities their products, their people, their partnerships and their
performance.
Respect: They genuinely care for their business and their
colleagues. They listen, understand and respond. They are open,
friendly and they coming. They embrace new ideas and diverse
customs and cultures.
Integrity: They always strive to do the right thing. Honesty,
openness and being straightforward characterize the way they do
business. They have clear principles and do what they say they will
do.
Responsibility: They take accountability for their social, economic
and environmental impact. In this way they aim to make their
business, their partners and their communities better for the future.

Their Business Principles are their code of conduct and also take account
of global and local cultural and legal standards. They confirm their
commitment to the highest standards of ethics and business conduct.










THE LEGEND CALLED CADBURY

1824 A business was opened in 1824 by a young Quaker, John
Cadbury, in Bull street Birmingham was to be the foundation of Cadbury
Limited, now one of the worlds largest producer of chocolate.
1831 By this year the business had changed from a grocery shop and
John Cadbury had become a manufacturer of drinking chocolate and
cocoa. This was the start of Cadbury manufacturing business as it is
known today. A larger factory in Bridge Street Birmingham was rented in
1847, John Cadbury was joined by his brother Birmingham and the
business became Cadbury Brother of Birmingham.
1861 John Cadbury resigned his business and handed over to his sons,
Richard, 25 and George, 21 who after 5 difficult years almost shut down
the business to take up other vocation. Fortunately for generation of
chocolate lovers, they didnt.
1866 Saw a turning point for the company with the introduction of a
process for pressing the cocoa butter from the coca beans. This not only
enabled Cadbury Brothers to produce pure coca essence, but the plentiful
supply of coca butter remaining was also used to make new kind of eating
chocolate. The essence was advertised as Absolutely pure, therefore
best.
1879 Business prospered from this time and Cadbury Brother outgrew
the Bridge Street factory, moving in 1879 to a Greenfield site some
miles from the center of Birmingham which came to call Bourneville.
The opening of the Cadbury factory in a garden also heralded a new era
in industrial relations and employee welfare with joint consultation being
just one of the introduced by the pioneering Cadbury Brothers.
1899 In this year the business private limited company Cadbury
Brothers Limited progress since the start of the century. Chocolate has
moved being a luxury item to well within the financial reach of
everyone.
1905 Cadbury has many famous brands with one of major success story
being Cadburys Dairy Milk chocolate launched in 1905, today Britains
favorite moduled chocolate bar.
Cadbury today is the market leader in the U.K chocolate confectionary
market, employing the most advanced processing technology and
management information and control techniques. The company is the
confectionary division of Cadbury Schweppes plc which is major force in
the confectionary and soft drinks international market.World - wide
Cadbury is one of the pre eminent names in confectionary with
impressive range of famous brands.
Quality has been the focus of the Cadbury business from the very
beginning as generations have worked to produce chocolate with that
very special taste, smoothness and snap, so characteristics of Cadburys
chocolate.



HISTORY OF THE ORGANISATION AND OBJECTIVE

CADBURY INDIA
Cadbury began its operations in 1948 by importing chocolates and then
re-packing them before distribution in the Indian market. 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 corporate office is in Mumbai. Our core purpose
Working together to create brands people love captures the spirit of
what we are trying to achieve as a business. We collaborate and work as
teams to convert products into brands. Simply put, we spread happiness!
Currently Cadbury India operates in three sectors viz. Chocolate
Confectionery, milk food Drinks and in the Candy category.
In the Chocolate Confectionery business, Cadbury has maintained its
undisputed leadership over the years. Some of the key brands are
Cadbury Dairy Milk, 5 Star, Perk, clairs and Celebrations. Cadbury
enjoys a value market share of over 70% the highest Cadbury brand share
in the world! Our 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.
In the Milk food drinks segment our main product is Bourn vita the
leading Malted Food Drink (MFD) in the country. Similarly in the
medicated candy category Halls is the undisputed leader. We recently
entered the gums category with the launch of our worldwide dominant
bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries worldwide.
The Cadbury India Brand Strategy has received consistent support
through simple but imaginative extensions to product categories and
distribution. A good example of this is the development of Bytes. Crispy
wafers filled with coca cream in the form of a bagged snack, Bytes is
positioned as The new concept of sweet snacking. It delivers the taste
of chocolate in the form of a light snack, and thus heralds the entry of
Cadbury India into the growing bagged Snack Market, which has been
dominated until now by Salted Bagged Snack Brands. Bytes were first
launched in South India in 2003.
In India, Cadbury began its operations in 1948 by importing
chocolates.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).











ORGANISATION STRUCTURE
Chairman


C Y Pal
Chairman - Non Executive
Managing Director





Cadburys Dairy Milk Story
Chocolate has been enjoyed by successive generation since the
manufacturing process was developed in the Victorian Times. Good
chocolatiers is an art form depending on recipe traditions, which have
grown over the years. Chocolatiers have use their skills to make balanced
recipe in which all the ingredients combine to produced chocolate with all
the characteristics that enable full delicious taste to be enjoyed by the
consumers.
By todays standards the first chocolate for eating would have been
considered quite unpalatable. It was the introduction of the Van Houten





cocoa press from Holland that was the major break through in the
chocolate production as it provided extra cocoa butter needed to make a
smooth glossy chocolate.


AN INSIGHT ON 5 PS OF MARKETING (CADBURY)
5 PS Of Marketing

1 - PRODUCT :
The average company will compete for customer by conforming to his
expectation consistently. But the winner will surpass them by constantly
exceeding his expectation, delivering to his door step additional benefits
which he would never have imagined . Cadburys offer such product. The
wide variety products offered by the company include:
I. Chocolate & Confectionary
1) Dairy Milk
2) Fruit & Nut
3) 5 Star
4) Break
5) Perk
6) Gems
7) Eclairs
8) Nutties
9) Temptation
10) Milk Treat
II. Beverages
III. Food Drinks
1) Bourn vita
2) Drinking chocolate
3) Cocoa

2 - Pricing
Make no mistake. Second P of marketing is not another name for blindly
lowering prices and relying on this strategy alone to increase sales
dramatically. The strategy used by Cadburys is for matching the value
that customer pays to buy the product with the expectation they have
about what the production is worth to them.
Cadburys has launched various products which cater to all customer
segments. So every customer segment has different price expectation
from the product. Therefore maximizing the returns involves identifying
right price level for each segment, and then progressively moving through
them.
Dairy Milk Rs. 15
Perk Rs. 10
5 Star Rs. 10
Friut and Nut Rs. 22
Gems Rs. 10
Break Rs. 5
Nutties Rs. 18
Bournvita (500 gm) Rs. 104
Drinking chocolate Rs. 50

3 - Physical Distribution Place

Distribution Equity:It takes much more time and effort to build, but once
built, distribution equity is hard to erode.
The fundamental axiom of Indian consumer market is this:
You can set up a state-of the-art manufacturing facility, hire the hottest
strategies on the block, swamp prime television with best Ads, but the
end of it all, you should know how to sell your products. The cardinal
task before the Indian market in managing is to shoe-horn its product on
retail shelves. Buyers are paying for distribution equity not brand equity
and market shares.
Why does the company need distribution equity more in India? With
technology and competitive pressure slash in it is becoming increasing
difficult for marketers to retain a unique product differentiation for long
period. In a product and price parity situation, the brand that sells more is
the one that reaches the highest number of customers.
India 1 billion people, 155 million household has over 4 million retail
outlets in 5351 urban markets and 552725 villages, spread cross 3.28
million sq. km. television has already primed and population for
consumption, and the marketer who can get to the to the consumer ahead
of competition will give a hard to overtake lead. But getting their
means managing wildly different terrains-climate, language, value
system, life style, transport and communication network. And your brand
equity isnt going to help when it comes to tackling these issues.
Own distribution network consist of clearing and forwarding (C&F)
agents & distribution stockiest. This network of distribution can either
contact wholesalers and which in turn retailers or the distributors can
contact to the retailers directly.
Once the stock product reaches retailers, the prospective customers can
have access to the product.
Cadburys distributes the product in the manner stated above.
Cadburys distribution network has expanded from 1990 distributors last
year to 2100 distributors and 4,50,000 retailers. Beside use of TI to
improves logistics, Cadbury is also attempting to improve the distribution
quality. To address the issue of product stability, it has installed visi
colors at several outlets. This helps in maintaining consumption in
summer when sales usually drops due to the fact that the heat affects
product quality and thereby off takes.
Looking at the low penetration of the chocolate, a distribution expansion
would itself being incremental volume. The other reason is arch rival
Nestle reaches more than a million retailers.
This increase in distribution is going to be accompanied by reduction in
channel costs. Cadburys marketing costs, at 18% of total costs, is much
higher than Nestls 12% or even pure sugar confectionery major Parrys
11%. The company is looking to reduce this parity level. At Cadbury,
they believe that selling confectionery is it like selling soft drinks.




4 - Promotion

Effective advertising is rarely hectoring or loudly explicit. It often both
attracts and generates arm feelings. More often than not, a successful
campaign has a stronger element of the unexpected a quality that good
advertising shares with much worthwhile literature.
To penetrate into the inner recesses of customer memory, communication
must first ensure exposure, grab his attention evoke his comprehension,
grab his acceptance and then extract retention competing with thousands
of other units of communication trying to do the same.
Finding showed that the adults felt too conscious to be seen consuming a
product actually meant for children. The strategic response addresses the
emotional appeal of the band to the child within the adult. Naturally, that
produced just the value vacuum that Cadbury was looking to fill.
Thereafter it was the job of the advertising to communicate customer the
wonderful feeling that he could experience by re-discoursing the careful,
unselfish conscious, pleasure seeking child within him and graft these
feeling onto the Ad campaign like Khane Walon Ko Khane Ka Bahana
Chahiye for CMD and Thodi Si Pet Pooja Kabhi Bhi Kahin Bhi for
Perk have been sure shot winner with the audience.
Whirl with the new launched temptations with the slogan Too To Share
the communication resolves around the reluctance of a person whos got
their hand on a bar of temptation to let anyone else to have a bite. As well
as outdoor and radio ads, ad agency contract has created communication
for cinemas and even ATM machines for the brand.
All ICICIs ATM a message flashes on the screen as soon as customer
inserts his ATM card. It tells the customer that this would be good time to
get out of his temptation since he/she is bound to be alone. Something
familiar is planned for phone-book as well. In cinemas, Cadbury has a
message on-screen just before the lights are dimmed to give them a
chance to get their temptations. There will also be after dinner sampling
in restaurants to begin with, 30 catteries in Mumbai have been selected.
The next round of activity will include the wafer-chocolate Perk and the
Picnic bar, which has faced problems with its taste, because of the peanut
it contains. Milk treat has also been launched in a module bar form, just
in time of Diwali gifting market. clairs has got potential for much wide
distribution, in a small sweets that airlines, hostels, and up market retail
outlet offer to guest and customers.
Ad spend in 2000 was about 14% of sales and the management said that
plans to maintain as spend at this level in the current year also.
Ad since any discussion today would be incomplete without mention e
word, the management plans to tap this new channel of marketing. Beside
three company
website(i.e.www.cadburyindia.com,wwww.bourvita.com,www.cadburygi
ft.com) that the company has launched, it had also entered into various
marketing relationship with other portals, specially targeted during
festivals and events such as Valentines day , etc.
Its a combination of spiffing up its key brand, researching and improving
the newer products that havent taken off, supported with high ad
spends that Cadbury hopes will see it emerges stronger after the current
slowdown, as well as expand the market.



5 Positioning

In the 1970s consumers were ready to pay more for more, and luxury
goods flourished. In the 1980s, consumers began to demand more for
same, and the discounting era grew strong. Todays consumer
demanding more for less, and the winner will be that super value
marketers. Some of todays most successful companies recognize those
customers are more educated and able to recognize true customer value
Positioning is simply concentrating on an idea or even a word defines
that company in the mind of the consumer. It is more efficient to market
one successful concept to one large group of people than 50 product or
service ideas to 50 separate group repositioning is a must when
customer attitude have changed and product have strayed away from the
consumers long standing perception of them
Cadburys is an anchor in sea of confectionary products. As a variety of
competitive claims assails her senses, today customer uses complicated
decision making process to assess the alternative before making a
purchase. Since Cadburys is more clearly associated with a particular set
of attributes in terms of benefits and prices, the quicker becomes her
search process.





Positioning of individual product:
1) CMD: is and always remain flagship brand. The punch by the
company for advertising this product life. Real taste of Life, itself
defines the positioning of the product. The chocolate is meant for all age
groups. It symbolizes fun, enjoyment, good items. It has goodness of
milk, taste and appetite appeal.
2) 5 star: although positioned internationally as an energy bar, 5 star was
positioned on an emotional platform in India during the late 1980s.
Symbolizing togetherness, 5 star was originally targeted at teenagers. In
June 1994, the company reworked the strategy for 5 star to make it a
source of energy. In fact, before the launch of Perk, 5 stars energy bar
positioning made it a snacking chocolate.
3) clairs: competing in the chewable toffees segment. clairs was re-
launched during the mid-nineties with a new name, Dairy Milk clairs.
4) Gems: broadcasting Gems, though, didnt prove to be feasible
proposition for Cadbury. Targeted at children under 12 years with Gems
Bond advertising. Cadbury decided to sell it to teenagers with the Smart
Very Smart campaign. But now, the company is retargeting children
with its animated commercial. Gems are the best brand to speak to
children. Colorful chocolate buttons appeal most to children and that is
why Cadbury is re-targeting children.
5) Crackle: it was the first Cadburys chocolate to have crunch in it. It
was targeted as a funky chocolate to add spark to life.
6) Perk: in September, 1995, Cadbury preempted the launch of Nestls
Kit-Kat by rushing a new brand, Perk into the market. Positioned much
further on the functional scale of 5 star, Perk was meant to be light snack-
product for subduing the first pangs of hunger.
7) Bournvita: positioned as tasty health drink. While its competitors
concentrated only on health aspect, Bournvita combined the nutritious
value
with taste.






SWOT AND PEST ANALYSIS OF CADBURY

SWOT ANALYSIS
Strength:
1. Very strong brand equity in India.
2. Due to its 54 years presence in India has deep penetration 2100
distributors; 450,000 retailers, 60 mid urban (22%) customers.
3. Three sectors; Chocs (70% share), Confec (4%), food drinks (14% -
leader in brown segment).
4. Low cost of production due to economic of scale. That means higher
profits. Better market penetration.
5. Second best manufacturing location throughout Cadbury Schweppes.

Weakness:
1. Poor technology in India compared to current international
technologies (Godiva, Mozart, Fazer, Dint, Naushans, etc...)
2. Ltd. Key products, only one central brand (CDM). Pralines range
totally wising in India.
3. Make in India tag once the economy opens up wore and imports rush
in.



Opportunities:
1. Tremendous scope for per capita consumption (160 gms of 8 10 kg)
2. Increasing per capita national income resulting in higher disposable
income.
3. Growing middle class and growing urban population.
4. Increasing gifts cultures.
5. Substitute to Mithais with higher calories/cholesterol.
6. Increasing departmental stores concept impulse @ at cash counters.
7. Globalization: optimal use of global Cadbury Schweppes.

Threats:
a) Major :-
Due to low cost and highest brand equity, it is success in India.
b) Minor :-
Globalization will bring in better brands for upper end of the market
(Liest, Monarch, Godiva, etc).
Conclusion:-
Will lose market share with globalization but will remain brand leader.



Pest Analysis:
P: Since the budget range is decontrolled, no political effects are
envisaged.
E: 1) Increasing per capita income resulting in higher disposable income.
2) Growing middle class/urban population increase in demand.
3) Low cost of production better penetration.
S: 1) Per capita consumption expected to increase fashion.
2) Increasing gifts culture increase in demand .
3) Lower cholesterol than mithais (sweet meat) subsbstitute demand.

T: Will have to reinforce technology to international levels once India is a
free economy.


Future prospective

Good growth in Chocolate (up 7%), led by continued strong
performances in UK, India and South Africa.

Improved growth in Gum (up 4%) and Candy (up 11%) reflecting strong
performances in emerging markets and growth in North America and
Europe.

Excellent growth in Britain & Ireland (up 10%) and emerging markets
(South America up 18%, Asia and Middle East and Africa up 14%).
Year to date revenue growth of 5%, ahead of previous guidance for the
year

Year to date underlying operating margin growth of over 180 bps
underpinned by
a strong third quarter

Improved momentum increases our confidence in good revenue growth in
2010 and
2011

Marketing investment as a percentage of sales was 10.4% on a constant
currency basis reflecting the benefits of media deflation.

Conclusion:


Although other chocolate firms like NESTLE are giving good
completion to CADBURY, it stood in a no1 position. The CADBURY
success is because of their big vision i.e., Be the worlds BIGGEST and
BEST Confectionery Company and their purpose i.e., Creating brands
people love. In order for Cadbury to reach the peak of achievement, the
company would have to stress on the global growth of the product. It can
be a risk to market it in the region France, but with careful study of the
target market segments and its economic position, it can be an attainment.
Cadbury should also look into other countries like the Asia Pacific in
order to market its products popular globally. But then again, careful
considerations to look at its major competitors and to obtain the rules and
regulations of a certain country are equally important.















BIBLIOGRAPHY


REFERENCES:

1. www.cadbury.com
2. www.cadbury.co.uk
3. Wikipedia
4. www.businessteacher.org.uk