INTRODUCTION

Confectionery is a unique impulse category because its eaten regularly throughout the day rather
than specifically at meal times. Confectionery now accounts for 24%of all food media spend,
more than any other food category. According to a survey,purchase levels for confectionery are
significantly higher than any other impulse category. The four major confectionery categories
are- chocolate confectionery, sugar confectionery,gum and cereal bars. The Indian confectionery
market reached a value of around $500 million in 2005. Indias chocolate market is dominated by
two just companies Cadbury, which entered the country 60 years ago and has nearly 60% market
share, and Nestl, which has about 32%. The two have prospered by luring consumers with
attractively packaged chocolate assortments to replace the traditional dried fruits and sugar
confectioneries offered as gifts on Indian holidays, and by offering lower-priced chocolates. With
growth just starting to kick in, Asia is going to remain a sweet spot for chocolate makers for
years to come.
The Indian chocolate market is estimated to be worth Rs. 3.2 billion, with an annual growth rate
of 10 percent. Per Capita Consumption levels are very low in India, as compared to 8.7kg per
year in the U.K. The market therefore offers tremendous potential for growth. In our analysis we
are concentrating on the chocolate industry in general and Cadburys in particular. Its core
purpose is to make today delicious captures the spirit of what it is trying to achieve as a
business. They make delicious foods you can feel good about. Whether watching your weight or
preparing to celebrate, grabbing a quick bite or sitting down to family night, Cadbury pours its
hearts into creating foods that are wholesome and delicious Cadbury India
Cadbury
Cadbury is a British multinational confectionery company owned by Mondelz 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
mode 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. 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 Mondelz International, of which Cadbury is
a subsidiary

Cadbury India
Cadbury India began its operations in India in 1948 by importing chocolates. It n ow has manufacturing
facilities almost states in india. Since 1965 Cadbury has also pioneered the development of cocoa
cultivation in India. For over two decades, Cadbury has worked with the Kerala Agricultural
University to undertake cocoa research. Cadbury was incorporated in India on 19 July 1948.
Currently, Cadbury India operates in five categories

Chocolate confectionery, Beverages, Biscuits, Gum and Candy. Some of the key brands are
Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bourneville, Celebrations, Gems,Halls, clairs,
Bubbaloo, Tang and Oreo. Its products include Cadbury Dairy Milk, DairyMilk Silk,
Bourneville, 5-Star, Temptations, Perk, Gems (a version of M&M's),
Eclairs,Bournvita, Celebrations, Bilkul Cadbury Dairy Milk Shots, Toblerone, Halls, Tang and
Oreo.It is the market leader in the chocolate confectionery business with a market share of
over70%. Cadbury India, on 21 April 2014, changed its name to Mondelez India Foods Limited

OBJECTIVE OF THE STUDY

The main objective of the study on this project is to demonstrate the advertising strategies of
Cadbury India .
Achieving accuracy in any research requires in depth study regarding the subject. As the prime
objective of the project is analyze the marketing strategies of Cadbury, the research methodology
adopted is basically based on primary data via which the most recent and accurate piece of
firsthand information could be collected. Secondary data has been used to support primary data
wherever needed

Primary data
To obtain information about Cadbury and its competitor history, current issues, policies,
procedures etc, wherever required Internet ,Magazines Newspapers

Compilation of information was done through continuously referring to the abovementioned

LITERATURE REVIEW

The advertising of Cadbury products was in different ways. The sales of product in the market
depend upon advertising which is one of the factors that boosts the sales of the product in the
market. Advertising can be such as print advertising, banner advertising, advertising on
Television, radio advertising and of course advertisement on Internet. Over the last several years
internet has emerged as a strong and successful platform for advertising a product by using
different ways and methods to attract the attention of the customers. There are various ways to
capture the thought process, which runs in the minds of the customers, and it is done on a regular
basis through the medium of advertising. The main purpose of an advertising campaign of
Cadbury was to generate the interest of new customers into the product, and to sustain the
interest of regular customers in the product, so that there mind remains focused on the brand
name and image of the product.
Thus the advertisement of the same product can be seen simultaneously at many different places.
Cadbury's advertisement can be seen during the late evening hours when different soap opera are
broadcasted. Then on switching on the laptop to check the emails received during the day, the
advertisement of Cadbury can be seen again, but of course, this time the form of advertisement
i.e. size of advertisement is small, it looks like a teaser and the medium is different, here internet
playing an important role. At weekend while going through the shopping mall the same
advertisement of Cadbury can be seen highlighted in big posters and banners, giving more
prominence to brand name, the product name and in order to attract the customer's attention,
theme of the advertisement also been a part of the poster, which also gets highlighted
In the early 90s Cadbury targeted kids aged 2- 15 and most of its advertisements were animated
and appealed to the imagination of the kids Campaign Kitna maza aaye Re
And also Cadbury started targeting all age groups by showcasing the kid in everyone with these
series of Ads.Kuch Khas he Zindagi Mein
Kuch Meetha ho Jaye This campaign aimed at substituting the traditional Indian sweets
distributed during occasions with Cadbury, bringing in the trend of doing Muh Meetha with
Cadbury rather than Traditional Indian sweets
In 2010 the campaign was Shubh Aarambam It is auspicious in the Indian Culture to eat
something sweet before embarking on a new beginning. It captures the Indian notion of Alls
well that begins well. The positioning of the product was shifted from a sweet to something to
be eaten before starting anything new.
The objective of this ad is to change the perception of Cadbury dairy milk from a chocolate to A
daily Indian Household Dessert and increase the breadth of consumption
Cadburys new advertisement campaign is doing the rounds over the television. Meetha hai
khana,aaj pehli tareek hai is the tagline that the chocolate-giant has come out with. It tries to
bring forth the excitement, which lies in the minds of the general public as they wait for the first
date of each month on the calendar. The monthly salary stashed in their hands enables them to
celebrate and rejoice by spending it on Cadburys Dairy Milk. Cadburys Dairy Milk has come
out with such memorable ad-campaigns, which settled into the hearts of everyone. The story
starts with Once upon a time in 1948 when Cadbury entered the Indian market. It originated
from a town in the United Kingdom, Bournville (also the name of its recently launched high-end
chocolate) in 1905. As the Cadburys official web site suggests, its journey in India has been an
eventful one. In the early 1990s, it tried to cater to the sweet tooth of the children. Those days
they steered the market and took control over the companys major market share. However, the
strategy changed by letting out the secret that everyone has a child inside and thus everyone
craves for the taste of chocolate. Cadbury strategies went through a considerable change. It now
catered from children to adults and from chocolate to mithai. As the tagline goes Khane walon
ko kahne ka bahana chahiye. The hole-in-one for the company was when it identified sweets to
be a very integral part of the Indian culture. It made sure that the festive and jubilant moods of
the society that had paved the way for kilos and kilos of mithai, now made way for a large
number of Cadburys.
The advertisement campaign of Amitabh Bachchan, dressed up as a villager,
proudly announcing that his daughter-figure won beauty contests for cattle,
brought out the laughs and struck a chord with the same segment of people. Later
came the campaigns of Pappu paas ho gaya acknowledged the market potential
for college-going youth. The treats for passing exams were now a Cadbury instead
of a mithai.With Kuch Meetha Ho Jaye, we knew Cadburys was now a desert craving
as well as a popular gift-item for festivals such as Raksha Bandhan and Diwali.
Cadburys also diversified its range of products with Wowie(with Disney characters
for kids),Crackle, Fruit and Nut(variations of the Dairy Milk),Bournvita(health
drink)Deserts,Perk(wafer ingredient) and clairs(toffee segment). Cadburys today
holds 30 per cent markets share in the confectionaries industry and sells around 1
million bars a day.
Chocolates have usually been viewed as something meant only for children. Perhaps
realizing that children would be attracted to any chocolate, irrespective of the
brand, CIL targeted adults with their advertising since the early 1990s. Most, if not
all, of Cadburys advertisements in India feature people over 18 years of age.
The message that CIL seems to be attempting to put across is this: In every adult,
there is a child - let that child express itself, give in to temptation, and satisfy his or
her desire to sink teeth into a smooth, creamy, delicious chocolate. This approach
appears to be unique to Cadburys. CILs biggest competitor, Nestle, often stresses
the energy giving aspects of chocolate (for example, in advertising for Nestle
Charge), or on other attributes of the chocolate - taste in the case of Nestle Crunch,
as a light snack in the case of Nestle Bar One. Nestle specifically targets children in
the advertising for Milkybar, its white chocolate, again emphasizing its energy
giving propertiesCadburys multi-award winning campaign - The Real Taste of Life -
launched in the 90s attempts to capture the child like spontaneity in every adult.
From the old man offering his wife a Dairy Milk chocolate to the dancing girl in a
crowded stadium, all reflect the impulsiveness and the spontaneity of the child in
the adult.
Cadburys Perk, the light snack, addresses the hungry child in every adult, as
exemplified by the bride who nibbles at a Perk under her pallu. Cadburys Dairy
Treat conveys its message through the mother who refuses chocolates and other
treats to her son, till Dairy Treat comes along and quickly changes her opinion about
chocolates. Catchy lines such as The Real Taste of Life, Khane Walo Ko Khane Ka
Bahana Chahiye, or Reach for the Stars, are also used extensively, and to good
effect in Cadburys advertisement Cadburys also maintains a presence in many
amusement parks across the country, strengthening the association of its
chocolates with fun occasions.

Conclusion
Cadburys strategy to attract consumers is somewhat unique in a sense, instead of
focusing on the product, it seeks to tap into emotions normally associated with
chocolates. Over the last year, the Cadbury Chocolates brand has moved from
being perceived as a Choclates for younger person to choice their Choclates for
fun, enjoyment and love as well as for the Elder person also professionals. The
strategy has clearly proved successful, as they have been able to build and
maintain a leadership position in the market with many loyal customers.
In this project it possible to see the success of Cadburys in its indorse its strong
potential to continue to do well
https://www.slideshare.net/IndraneelBhosale1/marketing-strategies-of-cadbury-india-ltd
https://www.academia.edu/14895040/Title_of_the_Project_An_Analysis_of_the_Marketing_Stra
tegies_of_CADBURY_INDIA
https://www.slideshare.net/josehood/cadbury-advertising