Marketing Strategy Of Cadbury

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CADBURY JOHN CADBURY Milk chocolate for eating was fired made by Cadbury in 1897 by adding milk powder John paste to the dark chocolate recipe of cocoa mass, cocoa butter and sugar. By today’s standards this chocolate was not particularly good it was course and dry and not sweet or milky enough for public tastes. There was a lot of rivalry from maintained makers the French, as well as the Swiss, eminent for their milk chocolate. Driven by George Cadbury Junior, the Bourneville specialists set out to most the test. A lot of time and cash was spent on examination and plant intended to driver the chocolate in bigger amounts. A formula was defined joining crisp milk, and generation procedures were created to deliver a milk chocolate ‘not only …show more content…

Since of the key brands are Cadbury Dairy Milk, 5 Star, Perk, Éclairs and Celebrations. Cadbury enjoys a value market share of over 70% the highest Cadbury brand share in the world. Their flagship brand Cadbury Dairy Milk is considered the “gold standard” for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer. In the Milk Food drinks segment their main product is Bourn vita – the leading Malted Food Drink (MFD) in the Country. Similarly in the medicated candy category Halls is the undisputed leader. The Cadbury India Brand Strategy has received consistent support through simple but imaginative extensions to product categories and distributive Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, it has worked with the Kerala Agriculture University to undertake cocoa research and released clones, hybrids that improve the cocoa yield. Today, Cadbury is poised in its leap towards quantum growth and new categories of business, namely gums, mints, snacking and gifting. It is a part of the Cadbury Schweppes Group, world’s No.1 Confectionery

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