CASE STUDY

ON

CADBURY

IN ASPECT TO INDIA

Topic: Case study on any brand/ website in aspect to

marketing and advertising research

Subject: Marketing and Advertising Research

Submitted to Submitted by

Shivali Ma‟am Vaishali kumari

TABLE OF CONTENTS

INTRODUCTION………………………….………………………………………….……………3

ABOUT CADBURY…………………………...………………………………………………….4

TARGET AUDIENCE OF CADBURY ...................................................................................... 6

DIGITAL MARKETING STRATEGY OF CADBURY............................................................ 7
Cadbury‟s Social Media Marketing Overview: ........................................................................... 7
MARKETING AND ADVERTISING CAMPAIGNS OF CADBURY.................................. 9
Pain Points ................................................................................................................................. 12
1. Twitter ................................................................................................................................. 12
2. Instagram ............................................................................................................................. 12
3. Website................................................................................................................................ 12
SWOT ANAYLSIS…………………..……………………………………………………………14

FINDINGS……………………………………………………………………………………………………………………….……15

CONCLUSION .......................................................................................................................... 17
 INTRODUCTION
Cadbury is a brand which almost everyone knows. Even after completion of more than 100
years, the brand is into hearts of many people & it also leaves a significant mark amidst all
the competition. Cadbury stands tall in food product sector. Cadbury is world‟s leader in
chocolates and it is also one of the topmost FMCG brands in India. Cadbury decided to enter
Indian market in 1948. Cadbury India began its operations in India by importing chocolates.
On 19th July 1948 Cadbury was incorporated in India. Cadbury has a share of over 67% in the
market, which is the highest Cadbury brand share globally. Cadbury now has 5
manufacturing units all over India. Cadbury operates in India with following categories of
products: Chocolate, Confectionery, Beverages, Biscuits and Candy.
 ABOUT CADBURY:

Cadbury is A British Multinational Confectionery Company Owned by Mondelēz international. It Is

the Second Largest Confectionery Brand in the World after Wrigley‟s. Cadbury is headquartered in
Uxbridge in Greater London and operates in More than fifty countries worldwide.

Cadbury was established in Birmingham, England in 1824, by John Cadbury who sold tea,
coffee and drinking chocolate. Cadbury developed the business with his brother Benjamin,
followed by his sons Richard and George. George developed the Bourneville estate, a model
village designed to give the company's workers improved living conditions. Dairy Milk
chocolate, introduced in 1905, used a higher proportion of milk within the recipe compared
with rival products. By 1914, the chocolate was the company's best-selling product. Cadbury
merged with J. S. Fry & Sons in 1919 and Schweppes in 1969. Cadbury was a constant
constituent of the FTSE 100 from the index's 1984 inception until the company was bought
by Kraft Foods in 2010. On 4 August 2011, Kraft Foods announced they would be splitting
into two companies beginning on 1 October 2012. The confectionery business of Kraft
became Mondelēz International, of which Cadbury is a subsidiary.

Cadbury India was established in 1948 in India and is currently headquartered in Mumbai,
Maharashtra. Its headquarters in Mumbai is popularly also called “Cadbury House”.
At present, Cadbury India operates in five categories – chocolate confectionery, beverages,
and biscuits. Its popular products include Dairy Milk, Oreo, Tang, Bournvita, etc. The
company has also tied up with Hindustan Unilever Limited (HUL), another FMCG giant in
India to produce collaborated products such as Kwality Walls Cornetto Oreo, Kwality Wall
gems.
The company has evolved over the years in India and has included an array of quality
products that have helped the company target loyal customers. So, let us understand its target
audience by assessing it further in the coming section.
Brands of Cadbury

The company has evolved over the years in India and has included an array of quality
products that have helped the company target loyal customers. So, let us understand its target
audience by assessing it further in the coming section.
 TARGET AUDIENCE OF CADBURY

Cadbury India‟s segmentation of its products has been a mix of several factors. Consumers
from every stratum of society are enjoying Cadbury products.
Cadbury Bournvita, for example, has been positioned as a must-have for growing children
and has been targeted to the parents of small children between the ages of 2-8 years old.
These days Bournvita is also quite popular among millennial. It is an affordable product and
can be purchased by any income class.
Whereas, Cadbury Temptations and Bournville are premium chocolates that can be afforded
by higher-income consumers. Dairy Milk Silk has been targeted at millennial and those who
cannot resist chocolates.
So let‟s understand the target audience in a better way by comparing its product offerings to
age-wise demographics.

Age-wise breakdown of Cadbury India’s offerings

Age Product offerings
Kids Dairy Milk, Bournvita, 5 Star, Fuse, Tang
Millennial Silk, Celebrations, Ice Creams
Bournville , Temptation, Celebrations,
Adults
Ice Creams

The above table summarizes how Cadbury India has placed its offerings towards various age
segments. Now let us go through what are the steps undertaken by Cadbury India which has
helped them market these products and become one of the finest brands in India.
DIGITAL MARKETING STRATEGY OF
CADBURY

Cadbury has been around for a long time. As one of the leading confectionery companies in
the world, it has managed to create innovative ways to market its products.
In this section, we would go through popular Cadbury Digital Marketing campaigns such as
Dairy Milk‟s advertising campaigns, Oreo‟s campaign and other strategies which have helped
them stay relevant in the minds of consumers. From their social media marketing outlook, its
marketing campaigns to places where they can improve, all bases will be covered.
So let‟s start with Cadbury India‟s Social Media strategy.

Cadbury‟s Social Media Marketing Overview:

Cadbury India has separate social media profiles for its various brands. This also helps them
promote their brands effectively. Let us first now understand Cadbury India‟s social media
presence by looking at the number of followers for its different brands across Facebook and
Instagram.

1. Facebook and Instagram

Cadbury India’s Popular Brands on Facebook and

Instagram
Instagram
Brand Facebook Followers
Followers
Dairy Milk Silk 174K 5.9M
Oreo 29K 41M
Bournvita 8381 196k
Gems 5463 141k
From the above table, we can infer that Cadbury has a relatively more audience on Facebook
than it has on Instagram. However, all the posts shared on Facebook and Instagram are
moreover similar.

2. Cadbury‟s Brands on YouTube

Cadbury India uses YouTube as its primary medium for campaigning its marketing activities.
It has separate channels for its various brands and is updated regularly. So let‟s now take a
glimpse at the overall subscribers‟ count of their brands on YouTube.

Cadbury India’s Popular Brands on YouTube

Brand Subscribers Count
Dairy Milk 684K
Dairy Milk Silk 428K
Bournvita 75.6K
Perk 75K

Now that you have an overview of how it fares on Youtube and other social media platforms
like Facebook and Instagram. Let us go through some of the most memorable Cadbury
marketing campaigns in the coming section.
MARKETING AND ADVERTISING
CAMPAIGNS OF CADBURY

We all know for a fact that Cadbury India is one such company in India that creates a lot of
news and talking for its unique and successful marketing campaigns.
In the section below, we would go through some of Cadbury‟s marketing and advertising
campaigns which have left a lasting impact on their branding and sales as well as creating a
strong presence in the mind of consumers.
So let‟s start with Cadbury India‟s most recent campaign first.

1. Stay Home Stay Safe: At Home with Oreo – A Cadbury Oreo Campaign

Cadbury‟s biscuit brand Oreo launched a very smart campaign that goes in sync with the
current situation we are in: Staying at home.
Oreo launched the campaign called #AtHomewithOreo targeting children. The campaign
encourages playfulness among children amid these uncertain times. The slogan of the
campaign is „Make Way For Play‟. Perfect use of the current situation, isn‟t it?
Let‟s look at this Video uploaded by Oreo India below,
 2. A Lovely Campaign: How Far Will You Go For Love? – A Dairy Milk Campaign

Cadbury Dairy Milk Silk is primarily targeted at millennial. However, Dairy Milk Silk has
been a hit among teenagers, and launching this campaign for Valentine‟s Day was a brilliant
move!
The message in this campaign was as simple as this, “This Valentine‟s Day, how far will you
go for love?” with the hashtag #PopYourHeartOut. The brand also roped in a very famous
actor and youth icon, Kartik Aryan, to do promotions for the campaign.

3. A Heart-Touching Campaign: Kuch Meetha Ho Jaaye – A Dairy Milk Campaign

In India, people have a lot of faith in customs and traditions, especially when they‟re about to
start something new on an auspicious occasion.
Cadbury Dairy Milk launched this campaign called “Kuch Meetha Ho Jaaye” in which
Cadbury India positioned Dairy Milk as a sweet that could be consumed during the happy
moments in our happening lives.

Cadbury India showed people belonging to all age groups, celebrating big and small moments
of their lives, connecting with people, and making special moments even more special with
Cadbury Dairy Milk. The campaign is still remembered with much nostalgia and it was also
previously endorsed by legendary Indian actor Amitabh Bachchan.
This advertisement perfectly portrays the idea of “Kuch Meetha Ho Jaaye”

These were some of the most memorable campaigns of Cadbury India which cemented a
strong brand connection and trust that is visible in its balance sheet to this date.
Now that we understand the marketing aspects of Cadbury‟s social media. Let us now talk
about a few aspects where Cadbury India has to work out to have an overall better digital
presence just like a few of its competitors have.
Pain Points
Cadbury India is one of India‟s biggest and most loved brands. It has created some of the
most remembered campaigns for Indian audiences. It is also one of those brands that have a
very strong offline presence.
However, the digital presence of Cadbury India is something that it should work out on about
as much as its competitors do.
To begin with, Cadbury India‟s digital presence is much lesser as compared to its
competitors.

1. Twitter
Cadbury‟s Twitter page has 8600 followers at the time of writing this article which is much
lesser than its nearest competitor Nestle who has 1.4 million followers. It is also yet to create
its Twitter handles for its popular Bournvita, Gems, etc.

2. Instagram
It should also have to work on increasing its follower‟s base on Instagram as it‟s popular
among teenagers of this generation. The engagement ratio is way less than most of its
competitors.

3. Website
It doesn‟t have a website with its domain name. It only has a section on its parent company‟s
website, Mondelez International. The website also needs to be optimized so that it gets the
first spot on Google‟s Search Engine Results Page (SERP).
Popular brands such as Dairy Milk, Oreo don‟t have their websites as well. A separate
website for the brand makes it easier for people to know more about the products and also
increases transparency between the company and the audience.
These are some of the places we found that Cadbury India has to improve to rival its
competitors on the digital fronts.
With this, our case study on Cadbury India comes to an end. Let us go through the final
points in the next section.
 SWOT Analysis

Strengths Weakness

Consumer Brand Problem in differentiating

Strong brand icons Lack of penetration in rural markets

Strong distribution Similar association between the brands

Research and development and the product

High brand equity

Opportunities Threats

Diversification New entrants

Franchising Cadbury brand Dilution of Investment

 FINDINGS

1. Brand Building:
Since its inception, Cadbury in India has stayed ahead thanks to their constant
marketing initiatives, that have at all points in time understood the needs of and
opportunities in a changing nation but Nestle had stood firm in second position
resulting from their responsibilities and providing quality products. Amul an Indian
company has been able to create brand quality and thus selling their product through
their name.

2. Wide variety of brands:

The '60s was a decade which saw the launch of brands that are etched in the hearts of
generations of Indians - Tiffin‟s, Nut Butterscotch, Caramels, Crackle, 5 Star and
Gems. It was a strategy that introduced consumers to a variety of tastes and product
forms leading to a rapid increase in chocolate consumption.

3. Quality products at low price:

Cadbury's Éclairs was launched in 1972, at the then princely sum of 0.25p and was an
instant hit. It continues to be one of the biggest brands in the Cadbury portfolio and
offers the lowest price point at which consumers can experience the real taste of
chocolate. But as compared to other companies the price are very high because of lack
of competition.

4. Innovative & attractive packaging:

In the years that followed, Cadbury invested in technology and made an impact
through innovative packaging. This decade experienced a continuous growth in
volumes as Cadbury launched a flurry of brands with different pack sizes, at various
price points. The now ubiquitous Sheet Metal Dispenser seen on cash counters of
thousands of shops for dispensing chocolates was an innovation that helped brand the
colour purple in the minds of the Indian consumer.

5. Timely expansion of market:

 In the 90's Cadbury realized both the scope and the need to expand the market.
Hitherto perceived only as a children's product, Cadbury 'universalized' the chocolate
market. The multi-award winning advertising campaign - 'The Real Taste of Life' –
was launched, capturing the childlike spontaneity in every adult. Moulded chocolate
and éclairs also showed satisfactory growth. This has also helped in improving the
infrastructure and distribution reach of the company in chocolate and confectionery
segment.

6. Introducing new products:

Cadbury 5 Star with its “Energizing Bar” campaign targeted the youth, offering them
a mind and body charge. While pre-empting competition, Cadbury Perk - the light
chocolate snack - pushed chocolates into the wider area of snacking by promising
'Thodi Si Pet Pooja Kabhi Bhi Kahin Bhi' (anytime, anywhere) and has introduced
new flavors like „Mint Hint‟, „Mango Tango‟, Very Strawberry‟. It has also introduced various
new chocolates like Gollum and Fruits in recent years.

7. Constant diversification:
Faced with rapidly changing markets and increased competition, Cadbury launched
Truffle to hit the high ground of great tasting chocolate. This was followed by Picnic
in 1998, which with its unique, multi-ingredient construct promises to take chocolates
straight into the realm of snacks. With the introduction of Gollum and Fruits Cadbury
has taken the market by surprise.

8. Commitment of expansion:
With the launch of Trebor Googly, the tangy, fizzy candy, Cadbury took the market
by surprise and marked the entry of Trebor into the fast growing Indian sugar
confectionery market. The extension of Googly to a Mint flavour reinforces Cadbury's
commitment to establish the Trebor name as a strong player in the value added sugar
confectionery market.

9. Repositioning:
Cadburys has been repositioning its products for children to adults and for celebrative
occasions. A repositioning campaign was arranged for dairy milk that showed adults
doing unconventional things (like a lady breaking into a jig in the middle of the over
 flowing Cricket (stadium) driving home the message that adults could enjoy chocolate
as well.

10. Information technology:

At Cadbury India they believe that effective communication and availability of
information 'at the right time and the right place' is critical for an edge in business. In
order to achieve this they realized the importance of and have in place, an effective IT
infrastructure. Through IT investment, they aim to

 Remain competitive in the fast changing environment.

 Incorporate best practices in the business processes.
 Arrive at uniform software and business practices globally within Cadbury
Schweppes
 Achieve flexibility of systems to keep pace with changing environments.
 CONCLUSION

Being an old-school chocolate brand in the sugar-free era, Cadbury has always been
successful on its offline campaigns with its engaging and relevant campaigns that have been a
hit in the past, and the impact of that can be seen in the present as well.
It has also used online strategies to its advantage up to an extent there is still room for
improvement. Once it successfully utilizes digital fronts to its full potential, it will be able to
create a very healthy overall presence. Only time will tell how it works upon its weaknesses
and competes for its fair share of the market.