Presented to:

Prof. Shikha Arora

Presented by: Arshi Khan ArchanaYadav Prerna Mathur Swati Rathore Shalini Mishra

Alok Pandey

Brand positioning refers to target consumers

reason to buy your brand in preference to others.

It is ensures that all brand activity has a common

aim; is guided, directed and delivered by the brands benefits/reasons to buy; and it focuses at all points of contact with the consumer.

 Cadbury India limited: (CIL), a part of the Cadbury Schweppes Group, is Indias leading

confectionary manufacturer. Cadburys Dairy Milk, 5 Star, Eclairs, Perk and Gems are the largest selling brands in their segments. CIL is estimated to have a 65 percent share of the Indian chocolate market. The Indian chocolate market is estimated to be worth Rs. 3.2 billion, with an annual growth rate of 10 percent.

The Advertising Message The message that CIL seems to be attempting to put across is this: In every adult, there is a child - let that child express itself, give in to temptation, and satisfy his or her desire to sink teeth into a smooth, creamy, delicious chocolate. Nestle specifically targets children in the advertising for Milkybar, its white chocolate, again emphasizing its energy giving properties.

 Message Execution Cadburys multi-award winning campaign - The Real Taste of Life -

launched in the 90s attempts to capture the child like spontaneity in every adult. Catchy lines such as The Real Taste of Life, Khane Walo Ko Khane Ka Bahana Chahiye, or Reach for the Stars, are also used extensively, and to good effect in Cadburys advertisements.
Advertising Media

Television, the print media and posters have been the main media of communication for Cadburys advertisements. Jars: These are provided to small outlets, where they are prominently displayed. Presence in Amusement Parks: Cadburys also maintains a presence in many amusement parks across the country, strengthening the association of its chocolates with fun occasions.

 www.cadbury.com https://www.google.co.in/search?hl=en&tbo=d&sclient=psyab&q=learning

+and+development&oq=learning
http://bizdom.blogspot.in/2009/03/sania-mirza-is-brand-ambassador-

of.html
http://www.amitabh-bachchan.co.in/brand-ambassador/cadbury-dairy-

milk.htm
http://www.campaignindia.in/Brand/cadbury_india,12.aspx
http://www.cadburyindia.com/in/en/Careers/CurrentOpportunities.aspx

 Shimla: With big brands like Nestle, Dabur, Henkel,

Northstar, Cadbury, Havel India and others scouting for talent, a job fair at Baddi University of Emerging Science & Technology (BUEST) will bring together on September 3 at their campus. Labour commissioner Mohan Chauhan said that youths with qualifications of 8th Pass, 10th Pass, 10+2 Pass, BCom, BSc, ITI trained in the trades of fitter, turner, welder, electrician, tool & dye and machinist, polytechnic diploma in electrical or mechanical and B Pharma can all come for interviews at the job fair. The employment fair is being organized by the university in collaboration with Himachals department of labour and employment.

Benefits and experiences that marketing campaigns try to associate with a product in its current and prospective consumers' minds.

 Phone Interview 1:1 Interview IQ/Intelligence test Personality test Background check

 Campus Interview.
Job portals Labour Contractors :Manual workers

 Cadbury India Placement Test The company conducts an online test as part of the

recruitment process to evaluate the candidates numerical and verbal reasoning skills

Cadbury India Placement Interview The candidates those who get qualified for the written test

are eligible to attend the next level of interviews which includes the technical as well as the HR round.

 Cadbury means quality: This is our promise. Our

Reputation is built upon quality: our commitment to continuous improvement will ensure that our promise is delivered

 Cadbury promises better returns, to pay dividend

in 2012 Chairman of Cadbury Nigeria plc, Mr. Atedo Peterside, has assured that barring any unforeseen circumstance, shareholders of the company would be rewarded with dividend payout in the current financial year as the management has successfully navigated the company out of the negative zone.

DELIVERY OF PROMISE

 The Global Induction Programme at Cadbury The Global Induction Programme consists of four modules: New Colleague Induction Module providing an

introduction to Cadbury, its brands and organisation structure and an explanation of its core values. Business Principles on how colleagues are expected to behave while conducting their day-to-day work. People Processes for all colleagues so they understand the people processes such as performance reviews and development planning. People Management for line managers so they understand their role and what they need to be doing. A major consideration for Cadbury was that the e-learning had to be engaging, interesting and interactive with an element of fun.

 Cadbury India has been ranked as the 7th Great Place

to Work and the No. 1 FMCG company in India in 2008, by the Great Place to Work Institute. Cadbury was the first firm to introduce the Saturday half day holiday (five and a half day working week) and were pioneers in adopting the custom of closing the factory on Bank Holidays. Cadbury believes that work and fun can co-exist beautifully. Cadbury work environment purpose: "working together to create brands people love".

 the great thing about working at Cadbury is that our

people are friendly and our work environment is open and welcoming. Cadbury creates a working environment where all colleagues work towards Cadbury values. These values include; being accountable for your actions working collaboratively effective team working determination and drive recognizing and valuing everyones opinions, contributions, ideas and cultures.

 People are treated fairly regardless of religion and

gender . Refrain from any form of sexual harassment or violence in the workplace; Treat all colleagues and coworkers with equal respect, regardless of their national origin, race, color, religion, sexual orientation, age, gender identity or disability; Protect the privacy of other Associates by keeping personal information confidential and allowing only authorized individuals access to the information.

management style used at Cadbury :

Democratic
Consultative Autocratic

Laissez-faire

 Growing Our People programme :As a method to

unlock its employees' potential and to motivate them for better performance. Managing for Value programme :Cadbury desired its employees to understand the objectives of Cadbury to become a profit driven organisation. Passion for People Programme :The employees felt that people with high performance should have better rewards compared to poor performance. Thus, in order to resolve this conflict.

 Functional training needs are identified and

conducted by functional departments. One of the benefits of being part of Cadbury plc is that staff have access to professionally developed and led training courses which might otherwise prove cost prohibitive to other leisure attractions

 Providing Education to the Employees children's. They offer attractive scholarship allowances for children

studying at places away from their parents, merit scholarships for outstanding children and financial assistance for employees children to pursue higher professional education.

Cadboury Accomodation

Financial Assistance
Health Care

Long term Value

 Actress Genelia D'Souza is Cadbury Perk brand

ambassador Amitabh Bachchan as a brand ambassador of Cadbury Dairy Milk. Sania Mirza is a Brand Ambassador of 'Cadbury Bournvita Li'l Champs.

 First change :when the organisation's changes

objectives from a Quaker tradition organisation to a result focused approach.

The second change occurs during the acquisition of

Trebor Bassett and Adams (2003).

 Cadbury has implemented a programme called

Managing for Value. This programme is intended to raise understanding to employees towards the new objective. Cadbury started the 3 A's standard; accountable, adaptable and aggressive: to increase awareness and performance of the employees in regards to their new policy so that the employees will adapt to the change.

Sharesave scheme : where employees can become

a part of Cadbury's family through purchasing of shares. Working Better Together framework: This programme opts to resolve conflicts and collaborate between two different cultures of people to create unity.

 Cadbury had conducted a global climate survey with

the result of 90 percent of employees understood the organisation priorities and are privilege to become a part of it. This proves that Cadbury had managed this change effectively. Cadbury steps in managing change were effective in reliance to the organisation's objectives. This is proven as Cadbury had the capability to employ more than 50 thousand employees reaching the result of being the world's top 50 confectionery markets.

 http://www.authorstream.com/Presentation/hassanaziz

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