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Blackbook_Project_on_Marketing_Strategy

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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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