BY SMRITI GUPTA BBA 6 TH D”

 To study of marketing strategy of Cadbury.  The place of Cadbury in Market.  To study how Cadbury increase their profit by introducing NEW PRODUCT.

 CADBURY India Ltd. Is a part of the KRAFT Foods Group.  Key brand of Cadbury are Cadbury dairy milk, Bournvita, 5 star, Bournville, Perk,Celebrations, Eclairs,Tang and Oreo.  After 60 years of its existence,it today has 5 company owned manufacturing.  Cadbury enjoys a value market share of 70%.

 CADBURY DAIRY MILK  BOURNVITA  CADBURY 5STAR  OREO  CELEBRATIONS  PERK  ECLAIRS  GEMS  BUBBALOO  BOURNVILLE  CADBURY DAIRYMILK SHOTS

 Two types of marketing strategies are- SHORT TERM and LONG TERM.  Short term strategies mainly focus on FOUR P’S of marketing.  Long term strategies are using the Ansoff Matrix.  Both the strategies are using d following :- Market penetration Product development Market development Diversification

 Children found the fun way to eat OREO.  The first OREO was sold in  OREO made with the combination of dark chocolate and vanilla cream.  Perfect snack with a glass of milk.

 It refers to the method adopted to collect the relevant data and other information, which forms the basis of the thesis writing. So for the effective writing of the report, the data must be quality oriented. My research is based on: Secondary Data- Secondary data represents information that already exists somewhere, having been collected for another purpose.  The secondary data sources that came to be utilized by me are:-  Internet services

MARKET SHARE (MOULDED SEGMENT)

1. STUDY OF PRICING OF CADBURY.  They have introduced dairy milk chocolate in Rs. 5 which is within reach of every customer. 2. PLACE OF CADBURY IN MARKET.  Moulded Segment:- 70%  Count Segment:- 76%  Eclairs:- 49%

3. CADBURY INTRODUCES NEW PRODUCT TO INCREASE PROFIT.  OREO biscuits made with the delicious combination of Dark Chocolate and Vanilla Cream;  First introduced to the world in 1912;  More than 7.5 million biscuits are eaten, making world’s no.1 biscuit.

 It should show more and more ad of chocolate other than DAIRY MILK.  It should introduce different schemes like giving mask to the children with their product to attract children the most.  The packaging of CADBURY product should be more attractive so that their sales increases as every one likes changes.