1. Executive Summary:-
Cadbury Schweppes is the world’s largest confectionery company. They
manufacture, market and distribute branded chocolates, confectionery and beverages that
bring smiles to millions of consumers
...
1. Executive Summary:-
Cadbury Schweppes is the world’s largest confectionery company. They
manufacture, market and distribute branded chocolates, confectionery and beverages that
bring smiles to millions of consumers across 180 countries. With origins stretching back over
200 years, today their products - which include brands such as Cadbury, Schweppes, Halls,
Trident, Dr Pepper, Snapple, Trebor, Dentyne, Bubblicious and Bassett - are enjoyed in every
country and around the world. Cadbury Schweppes employs over 70,000 people worldwide.
The heritage started back in 1783 when Jacob Schweppes perfected his process for
manufacturing carbonated mineral water in Geneva, Switzerland. And in 1824 John Cadbury
opened a shop in Birmingham selling cocoa and chocolate. Cadbury has been synonymous
with chocolate since 1824; the most famous being Cadbury Dairy Milk; first launched in
1905, and still a market leader today. These two great household names merged in 1969 to
form Cadbury Schweppes plc.
Cadbury is the leader in the UK chocolate market, and is the confectionery division of
Cadbury Schweppes plc. Cadbury's Asia-Pacific sales are smaller compared to Europe and
US. Asia Pacific sales accounted for only 18 per cent of the group's revenue of $7427 million
dollars in 2006. The mature Japan and Australia markets have generated most of the firm's
sales in the region but younger, fast-growing markets are becoming more important for the
group. Cadbury currently makes around one third of its total Asia Pacific sales from
'emerging markets', of countries like China, India, Malaysia, Singapore etc.
Cadbury launched Boost Guarana in 2001 in U.K, a new chocolate bar, which with
proven energy stimulation properties. Containing Guarana, a South American plant extract
known to native Indians for centuries, the product was launched to meet the consumer need
of stimulating the mind and complement a busy lifestyle. Cadbury is planning to launch
BOOST GUARANA in the vibrant Singapore chocolate market.Contents of Cadbury:
Seri
al.
Topic Page. No
1 EXECUTIVE SUMMARY 5
2 INTRODUCTION 7
3 INTERSTING FACTS OF CADBURY 8
4 HISTORY OF CADBURY 9
5 PRODUCTS OF CADBURY WHEN THEY
LAUNCHED IN MARKET
11
6 EXPANSION AND GROWTH OF CADBURY 12
7 OVER ALL TURN OVER 14
8 CHALLENGES OF CADBURY 16
9 CADBURY IN THE ENGLAND AND OTHER EUROPEANS COUNTRIES. 18
10 CADBURY ASIA 19
11 CADBURY ADVERTISING TIMELINE THEIR PRODUCTS 25
12 PRODUCTS OF CADBURY 27
13 MEANING OF MARKETING STRATEGY 34
14 MARKETING STRATEGY OF CADBURY 36
15 SWOT ANALYSIS 42
16 5 P’S OF CADBURY 45
17 ADVERTISING THEIR PRODUCTS IN
DIFFERENT WAYS
53
18 SEGMENTATION,TARGETING,POSITIONING 56
19 BRAND AMBASSADOR 61
20 COMPETITORS OF CADBURY 63
21 CONCLUSION 65
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