Cadbury Company: Product Development, Market Analysis, and Strategy

This report provides a comprehensive overview of the Cadbury Company, a British confectionery giant. It details Cadbury's history, product portfolio, market share, and overall market growth, highlighting the success of the Dairy Milk brand. The report analyzes the product life cycle of Dairy Milk and explores new product development, particularly the launch of a 30% less sugar variant targeting health-conscious consumers and the diabetic market. It includes a detailed SWOT analysis, examining Cadbury's strengths, weaknesses, opportunities, and threats, along with a financial overview and relevant references. The report also covers market segmentation, targeting, and positioning strategies, emphasizing the importance of psychographic segmentation and emotional content in advertising. The report concludes with a discussion of the company's two-pronged strategy for growth, focusing on urban segments and premium products, and the implementation of STP (Segmentation, Targeting, and Positioning) activities.

PRODUCT DEVELOPMENT OF
CADBURY COMPANY

An overview of Cadbury Company
• Established in 1824, A British multi
confectionery company.
• Headquartered in Uxibridge, west London.
• 200 years ago, Cadbury was found by John
Cadbury.

• Mondelze Food International is a Parent company of
Cadbury.
• After Mars/Wrigley’s Cadbury is second largest
confectionery brand in the world.
• 1854, First royal warrant granted by , Queen Victoria
• Kraft Foods acquired Cadbury which expanded as
Mondelez International.
Cont..

Products of Cadbury
Cadbury is engaged in manufacturing various type of
products such as:
•Chocolate Bars
•Chewing Gums
•Desserts
•Biscuits

CONT...
• Travel Exclusive
• Ice creams
• Boxes and Rolls
• Beverages

PRODUCT PORTFOLIO
• Flake
• Curly Wurly
• Bournville
• Dairy Milk
• temptations
• Bista Wispa
• Dairy Milk Shots
• Dairy Milk Buttons
• Éclairs Hazelnut Twist
• Dincky Deckers
• Bournvita
• Tang
• Oreo Hot Chocolate
• Oreo
• Fingers
• Wispa
• Roundie Caramel

Market share
•Second leading company in
chocolate confectionery, after
Mars.
•Total Market share of Mondelez
is 12.8%.
•Market share of Cadbury is
34.1%.
•Generates 185 million pounds
profit.
•In 2016, net revenue 3 billion
dollar

OVERALL MARKET GROWTH OF CADBURY
As pert the Euro Monitor, it predicts that the industry will enjoy a 6
percent increase in revenues in 2014, delivering 117 billion US dollar in
global revenues. A 2.1 percent increase in volume drives that robust
performance.

CADBURY-DAIRY MILK
• In 1905, milk chocolate introduced to British
market, with its different flavour and texture,
instantly became the market ruler.
•The dairy milk slogan "glass and a half of full,
is one of the all-time greats of ads.
• The Cadbury Dairy Milk being the market
leader, European prefer- creamy milk
chocolate.
•Dairy Milk chocolate is the essential ingredient
of other Cadbury chocolate favourites..

Variations in Dairy Milk
•Christmas edition of gingerbread
Dairy Milk.
• Dairy Milk little robins.
• Dairy Milk orange snowman.
• Dairy Milk crackle.
• Dairy Milk caramel.
•Diary Milk fruit & nut.
To get hold of market company should produce
varieties of products including:

PLC OF CADBURY DAIRY
MILK
•In 1905, Dairy Milk was
introduced.
•It holds 65% of market share.
•Impulse buying behaviour.
•Dairy Milk enjoys Maturity
stage of PLC of Cadbury.
•Dairy Milk enjoys the market
share of 70% and sale of 44.6
million

PRODUCT DEVELOPMENT
•New variant of product is launched- 30%
Less Sugar
•New Product developed for UK and India.
•Low sugar variant contains no added
artificial sweetener, colours or
preservatives.
•Focus On Diabetic Segment of market.
•For Health Conscious Customers

MARKET OPPORTUNITY
•Leads the confectionery sector with
a 16.9 percent share in value and a
10.3 percent share in volume in 2018.
•Customer propensity to ' health and
well-being ' and reduced sugar
products.
• Advertisement and promotion
should focus much more with high
Emotional Content

MARKET STRATEGY
•SEGMENT: Psychographic segment that
influence impulsive buying behaviour,
Health conscious people.
•TARGET: Should focus on Diabetic
Nation and target diabetic children,
adult of any age group.
•POSITION: Sugar free & less calorie
chocolate
Cadbury is embracing two-pronged strategy to grow its business.
It aims to strive for boosting product in the expansive portfolio of the Urban
segment in Premium Segment. STP activity involve:

S
SWOT ANALYSIS
•Highly effective
advertisement campaign
and promotions
•Massive Brand Awareness
•Reasonable and Economic
price.
•Highest confectionary
market in UK and India
•Taste little bitter than original
taste.
•Consumer’s pre-conceived
mind set.
•Raw material set back to
confectionery industry
•Opportunity to grow market
segment
• acquiring new segment into
liquor chocolate.
•Inclination toward health and
wellness reduction into sugary
products
•Stiff competition from other
confectionery brands like:
Mars, Nestle, Lindt and many
more
Strengths Weakness
Opportunit
y Threats

FINANCIAL OVERVIEW

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