Case Studies of Cadbury
Transcript of Case Studies of Cadbury
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MARKETING MISTAKES AND
SUCCESSES ON CADBURY
BY
KISHAN DHARMARAJAN
SIVA SHANKAR SELVAMURUGAN
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AGENDA INTRODUCTION
MISSION & VISION
OBJECTIVES
MARKETING STRATEGY
DEVELOPING BRAND IDENTITY
SWOT ANALYSIS
SHARES
COMPETITORS OF CADBURY
ISSUSES
SUGGESTIONS.
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INTRODUCTION
Cadburys is a British multinational confectionerycompany owned by Mondelez International.
It is a second largest confectionery brand in the world .
Cadbury is headquartered in Uxbridge in GreaterLondon and operates in more than 60 countriesworldwide.
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MISSION & VISION MISSION:
To promote social justice through grant making,research, influencing public opinion and policy andsupporting local communities.
VISION :
It is of a peaceful, equitable society, free fromdiscrimination and based on the principle of socialjustice for all.
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OBJECTIVES To become the worlds biggest and best confectionery
Company
To make lot of chocolate & improve the quality of theirchocolate
Have lot of stores world wide.
To be an outgoing company & achieve revenue growth
of 20% per year. Increase earnings by 15% annually & dividends per
share by 7% per year
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DEVELOPING BRAND IDENTITY-
BRAND PYRAMID
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SWOT ANALYSIS
STRENGTH
The topmost chocolate provider in the world. The brand is well known to people & they can easily
identify it from others.
Cadbury is well known force in marketing and
distribution. Users have a positive perception about the qualities of
the brand.
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SWOT ANALYSIS
WEAKNESS:
It has been relatively high price brand , which isturning the price conscious customer away.
People avoid having their chocolate thinking about theegg ingredients.
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SWOT ANALYSIS
OPPURTUNITIES:
The chocolate market has seen one of the greatestincreases in the recent times.
There is a lot of potential for growth and a hugepopulation who do not eat chocolates even today that
can converted as new users.
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SWOT ANALYSISTHREATS:
There exists no brand loyalty in the chocolate market
and consumers frequently shift their brands. New brands are coming and existing are introducing
new variants to add up to an
already overcrowded market.
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SHARES Cadbury was market leader in chocolate business
Its market shares were of over 70%
Cadbury rank in top mosttrusted brand list
It hold 30% of shares inIndian chocolate market
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COMPETITIORS OF CADBURY There are no many competitors in the confectionary
industry that Cadbury is Competing with.
The other competitors are small compared to Cadburyand therefore the
level of competition is
expected to be a bit low.
Nestle,Hershey are maincompetitiors of cadbury.
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ISSUESA halal checkconducted by the Malaysian Health
Ministry turned up the pig DNA, leading to a nationaloutcry against the British multinational.
Religious leaders have called for Cadbury to be fined oreven banned from Malaysia.
http://www.aljazeera.com/news/asia-pacific/2014/05/cadbury-malaysia-pork-dna-investigation-20145285338869260.htmlhttp://www.aljazeera.com/news/asia-pacific/2014/05/cadbury-malaysia-pork-dna-investigation-20145285338869260.htmlhttp://www.aljazeera.com/news/asia-pacific/2014/05/cadbury-malaysia-pork-dna-investigation-20145285338869260.htmlhttp://www.aljazeera.com/news/asia-pacific/2014/05/cadbury-malaysia-pork-dna-investigation-20145285338869260.htmlhttp://www.aljazeera.com/news/asia-pacific/2014/05/cadbury-malaysia-pork-dna-investigation-20145285338869260.html -
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ISSUES Countering the worm controversy.
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SUGGESTIONS Bring out new products for health conscious people.
Choco-biscuits should be introduced.
Special chocolates for christmas should be introducede.g. rum,champagne flavored.
New flavors like strawberry ,orange,vanilla,etc.
Planned obsolescence.
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THANK YOU