Cadbury: Presentation on Brand Extension and Market Trends

This presentation provides an analysis of Cadbury's brand extension strategy, exploring its potential entry into the savory market with baked potato chips. It begins with an overview of Cadbury's history and current market position, followed by a PESTLE analysis to understand the external factors influencing the company. The presentation highlights the company's move to diversify its product line. It discusses the application of the Ansoff Growth Matrix, and details the product packaging, flavors, target customers, and marketing strategies. The presentation concludes by emphasizing Cadbury's adaptability and commitment to meeting consumer demands, using its existing brand reputation to launch new products. The presentation uses references to books and journals.

Brand Extension
Cadbury

Table of Contents
• Introduction
• Background of Cadbury
• Market Trends
• About New product
• Conclusion
• References

Introduction
• Cadbury is a British multinational confectionery company.
• This presentation is prepared to throw a brief light on the business operations and
environment of the Cadbury brand.

Background of Cadbury
• In 1824, Cadbury was established by John Cadbury as a grocery story.
• In 2010, Cadbury became part of American Kraft Foods which was renamed to
Mondelez International in 2012.
• It offers a wide range of products from chocolates bars, biscuits, beverages to rolls,
cakes and desserts, etc.

Market Trends
Following is the PESTLE analysis of Cadbury to throw a light onto the factors
affecting it from its external business environment:
•Political
•Economical
•Social
•Technological
•Legal
•Environmental

About New Product
• People today are now becoming increasingly health conscious.
• Cadbury has been in sweets confectionery market for so long and in order to align
itself according to the demand of the market, has now decided to enter into savoury
market. It has decided to produce baked potato chips.

Continued...
Ansoff Growth Matrix is a tool that organisations use to decide their market growth
strategy.

Continued...
• Cadbury has chosen diversification strategy.
• SMART Objectives

Cadbury can chose the packaging of following pattern which has all the necessary
disclosures with Cadbury's traditional logo so that people can attach new product with the
original quality provided by brand.
Fringes Fringes

Continued...
• Flavours of the chips
• Product Packaging
• Brand target customers
• Competitors
• Marketing strategy

Conclusion
Presentation above has shown that Cadbury as a confectionery company has a mass
appeal irrespective of age, gender, lifestyles and income-group. It has so many
products in market but its most famous product is dairy milk. Company knows its
strengths very well and align itself according to market flexibly. It designs its
marketing policies accordingly.

References
Books and Journal
•Berg, B., 2016. As sweet as it gets: Corporate social responsibility in the
confectionery industry (Doctoral dissertation, Quinnipiac University).
•Chance, H., 2019. Chocolate heaven: productive consumption and corporate power in
the recreational landscapes of Cadbury, Bournville and Hershey, Pennsylvania in the
early twentieth century.Studies in the History of Gardens & Designed Landscapes.
39(1). pp.22-39.

Thank You