Type Subsidiary

Industry Confectionery

Founded 1824 (198 years
ago) in Birmingham, England

Founder John Cadbury

Headquarters Uxbridge Business

Park, Buckinghamshire, England

Key people Dirk Van de Put

(Chairman & CEO)

Parent Mondelez International

Mission – “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”.
Vision- “Working together to create brands people love”
Tagline- “Real Taste of Life”
Cadbury is a worldwide corporation, and our everyday self-treat, Dairy milk is a chocolate
brand manufactured by Cadbury. Cadbury produces a variety of chocolates and other goods
that are offered in a number of nations across the world. 
It was started in 1824 by John Cadbury, in a grocery store at Birmingham, England. He began
by selling chocolate and cocoa as a beverage, but witnessing its profitable response, he and
his brother purchased a factory and began their successful adventure. 
Cadbury’s headquarters can be found in London, England. They have production operations
in over 60 countries and sells its products in over 200.
Cadbury India first opened its doors in 1948 and currently hold a market share of over 70%,
making it the most popular Cadbury brand in the world.
Cadbury Dairy Milk, one of Cadbury India’s most popular products, is a benchmark for other
chocolates in India and is considered as the “gold standard.”
we will analyse the confectionery brand using the tool of marketing mix. Covering the 4ps of
marketing mix of Cadbury – product, price, place and promotion, let’s find out how cadbury
claims their position as a globally recognized brand.
Marketing Mix of Cadbury
The Marketing Mix of Cadbury includes 4Ps (Product, Price, Place, Promotion). There are
different marketing strategies like product/service innovation, marketing investment,
customer experience, etc. which have helped the brand to grow more.
1. Product Mix of Cadbury

Products are goods and services that a company or individual sells for the purpose of
consumption and meeting societal demands.
Cadbury offers a diverse range of goods. They sell a variety of products in different
countries, and the decision to sell which product in which nation is dependent on
demographic considerations, production costs, demand volatility, and the presence of
competitors.
Cadbury’s product mix includes Chocolates, Candies/Gums, Biscuits, Beverages, Dairy Milk,
5 Star, Gems, Temptation, Oreo, Eclairs, Bournvita, and more. They dwell in the
confectionery industry. 
Bournvita is a beverage additive that is one of the market leaders in milk additives. Halls is
widely used in India as a mouth freshener and a cold cure. Cadbury has a lot of standard
products sold throughout the year, however, they have other products complimenting festive
occasions like Halloween and Christmas, Diwali Raksha Bandhan, and many more. 
 
2. Price Mix of Cadbury
The monetary value in exchange for a product is referred to as the price. Cadbury items are
priced in accordance with their quality.
The pricing mix of Cadbury is determined by demand, competition, package size, and target
demographic. The cost of the items varies as per their size. Cadbury has a well-thought-out
strategy for reaching out to all of its target demographics.
The Dairy milk variety, on the other hand, is the obvious winner among their varieties. It is
accessible in both high and low price ranges, catering to all demographics.
They follow the below three distinct pricing strategies:-
1. Skimming Pricing: These prices are set high to benefit out of consumer’s demand for
a new product or design at any cost. Oreo cookies, Cadbury Silk, and Cadbury
Bournville are some examples of products that are kept at a somewhat higher level
than the competition.
2. Economy Pricing: Cadbury produces variations of its major goods in order to appeal
to a broad audience. Under this segment, we find products such as Dairy Milk, Perk,
Five Star, and Eclairs, that are reasonably priced.
3. Bundle Pricing: This approach is used to sell a bundle of items at a presumably lesser
cost than if the customers bought the items separately. Such a bundle of several
products are prominent during holiday and festival seasons.

3. Place Mix for Cadbury

Cadbury’s products are globally available, catering to a large client base. Cadbury has
been able to have a significant influence on the worldwide market because to its
strong distribution network. 
Cadbury chocolate is made in the English town of Bournville. Cadbury recently ran
an advertising claiming that it exclusively imports the best cocoa beans from Ghana
for its chocolates.
Both urban and rural regions have access to the items. We’ve seen that this has aided
the company’s growth. The distribution points have made the items available to a
large number of consumers, resulting in a profit for the firm in terms of both customer
base and revenue.
4. Promotion Mix of Cadbury
 The company has a keen eye for detail and relies heavily on emotional advertising
campaigns to connect with its target audience, which has been the key to its success.
Campaigns include “Kuch Mettha Ho Jaye,” a slogan that appears on their
celebrations-themed chocolates. The tagline for Bournville chocolates is “You Earn
It.”
The company also relies on BTL marketing and employs Vernacular communication
to promote itself in many states and areas. The goal of using vernacular language and
regional dialects is to outperform smaller regional competitors while also connecting
and engaging with the audience.
Additionally, they don’t fail on collaborating with celebrities occasionally. Cadbury’s
promotional methods are one-of-a-kind, since it is unlike any other chocolate brand;
all of these factors contribute to the promotional influence on product sales. 

STP OF CADBURY

SEGMENTATION:

Break Segment:
products which are normally consume as a snatched break and often with tea and coffee. For
example: Cadbury's Perk and snack range.
Impulse segment:
these products are often purchase on impulse, eating these and then. They include product
such as Cadbury's Dairy Milk.
Take home segment: this describes product that are normally purchased in supermarkets,
taken home consumed at a later stage.
DEMOGRAPHIC SEGMENTATION:
Income: Cadbury pricing strategy is low costing, availing any one
can afford.
Gender: For purchasing Cadbury dairy milk gender does not matter.
Cadbury dairy milk are for all type of persons whether male or
female.

BEHAVIOURAL SEGMENTATION:
► Decision roles: The decision role is played by the children and youngsters when to buy the
Cadbury
dairy milk.
► Occasion: For purchasing the Cadbury dairy milk no specific occasion are required.
► Benefits: Cadbury dairy milk is easily available everywhere when we need it.
► User status: There are mainly the Impulse users found in the user status of Cadbury dairy
milk.
► User rate: The user rate is heavy in the behavioral segmentation of Cadbury dairy milk.

PSYCOGRAPHIC SEGMENTATION:
► Substitute Of Traditional Indian Sweets
► Cadbury Dairy Milks Product Segmentation Is Done On The Basis Of
'Size' As Bars, Small Blocks, Large Blocks.
► Attitude: There is an enthusiastic type of attitude seen in buyers
► Loyalty status: There is mainly the absolute loyal customers.

TARGET AUDIENCE :

Demographic: Cadbury has no distinct segmentation based on religion, gender, education, or

disposable income. There is some age targeting used, though their use of bright colours and
emphasis on fun the brand is targeting younger age groups- children and teenagers.
Behavioural: Cadbury customers can be said to be heavy users. Data from Roy Morgan
found that on average 42.8% of the population had eaten a block of chocolate in any four-
week period from April 2015- March 2016 (Roy Morgan 6927, 2016). The study also found
that close to 60% of Cadbury customers purchase blocks in any four weeks, emphasising this
heavy use of the product and showing customers make repeat purchases.
Lifestyle: Cadbury uses bright colours, and an emphasis on “Joy” and family to market to
the Conventional family life segment. This values segment is focused on providing a good
life for children and is made up of middle- class Australians (Roy Morgan Values, 2018). In
this segment it is mothers who are likely to be doing the family shopping and so this is who
Cadbury is targeting
 Age-wise breakdown of Cadbury India’s offerings

Age Product offerings

Kids Dairy Milk, Bournvita, 5 Star, Fuse, Tang

Millennials Silk, Celebrations, Ice Creams

Adults Bournville, Temptation, Celebrations, Ice Creams

BRAND POSITIONING:
Cadbury has been spot on with its communication strategies as it targets customers based on
age groups. You may have noticed that the intended target audience does not remain constant
during its promotional campaigns. Preferences differ among people, hence it is not possible
to have a ‘one size fits all’ approach.

1) Group-I (0-18 years):

Popular Cadbury products in Group-I: Dairy Milk, Eclairs, Gems, 5-Star, Bournvita
This segment has relatively the largest share of population (and perhaps the most loyal one,
kids love the Cadbury brand, don’t they?). There are multifarious occasions for the Cadbury
to fit in, be it birthday celebrations, school events, or any other joyous occasion for that
matter. Cadbury ensures the right mix of sweetness and nutritional value and this is the sole
reason for brand loyalty among this age group.
Promotion Strategy for Bournvita: Taiyaari Jeet Ki

2) Group-II (19-35 years):

Popular Cadbury products in Group-II: Dairy Milk, Dairy Milk Silk, Dairy Milk Bubbly
Cadbury has adopted a brilliant marketing strategy for attracting the couples with its Dairy
Milk Silk product. In all its advertisements, It showcases the smoothness and the fine texture
of the Cadbury to be in sync with the smoothness of the relationship between two people.
Dairy Milk Silk has become extremely popular among the people in this age group and has
maximum selling potential during the Valentine’s day period.
Promotion Strategy for Dairy Milk Silk: Have you felt Silk lately?

3) Group-III (36-65 years):

Popular Cadbury products in Group-III: Dairy Milk, Cadbury Celebrations
Special events for Group-III include celebration of birthdays at office, marriage anniversary
or festivals like Diwali, Rakshabandhan, etc. Gone are the days when we used to fret about
what we should gift to people. Cadbury came up with Cadbury Celebrations, which has all
the varieties of chocolates in one single box. Not only does it cater for the variety, it also
ensures the right packaging for the product to give it an outlook synonymous with that of a
gift pack.
Promotion Strategy for Cadbury Celebrations: Iss Diwali, khushiyan le chalo

CONCLUSION:
Cadbury has come a long way in terms of its advertising strategies. It started with print
advertising, followed by television campaigns targeted at kids. It broke the stereotype with its
“Asli Swad Zindagi Ka” ad and positioned itself as a product for adult consumption as well.
It got a great celebrity endorsement in the form of Amitabh Bachchan, who is widely popular
in India amongst all the age groups. The “Kuch Meetha Ho Jaaye” ad series, featuring
Amitabh Bachchan, was an instant blockbuster and the slogan was kept for many years
together, owing to its popularity. It has now shifted to ‘Kuchh Accha Ho Jaaye, Kuchh
Meetha Ho Jaaye’ campaign, which talks about being munificent in general. It has so far
proved an apt positioning for the brand, as it connects people through small acts of kindness.