Cadbury Swot Analysis
Company Profile:
Cadbury, the second biggest company in confectionary was started in 1824 by John Cadbury in Birmingham, UK. Today, Cadbury operates from London and is operating in more than 50 companies.
The companies most famous product is DairyMilk, the Creme Egg and the Roses.
The company got merged with J.S Fry and Sons in 1919 and with Schweppes in 1969. Cadbury became a Private Limited Company in 1899. In 2010 the company was bought by Kraft Foods. In 1847 John Cadbury was joined by his brother and the company was then called “Cadbury Brothers”. John Cadbury’s sons took over the company in 1861, when the company was declining, the Company again became profitable in 1864 as they improved the quality of the product.
Cadbury launched
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By keeping its price relatively high, it has managed to give competition to some of the premium brands.The product is available for different prices of different packaging and it is available in throughout India and has a very strong distribution channel.
Promotion
Impulsive customers are those who have an irresistible urge to consume. Chocolates is a product which is generally purchased on impulse, hence heavy promotion is done. Dairy Milk promotions are done extensively on platforms like newspaper, social media, radio,tv,etc. TV promotions are concentrated more.
Dairy Milk tries to capture its customers by emotional appeals.
Some promotions:
1) Real taste of India. This advertisement was published in 1994.
Objective of this advertisement was to target the elder section of the society. The advertisement wanted to say that there is a child in everyone of us, as children love chocolates.
They approached the child in the elders to recreate the perception about about the product. Cadbury created an image that Cadbury is for children and they wanted elders to purchase their product to remember their own childhood days. They wanted DairyMilk as a product to signify happiness.
Through this advertisement mindset of consumers changed, elders also started buying
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Cadbury believed in Production Concept, no chocolate variants were there, only high production and the pricing was focused on.
Product Concept:
George, the son of John Cadbury joined the company in 1861 when the company was in a declining position. He introduced many other variants of chocolates and worked on the quality of the product. The chocolate was made more milky. The company again became profitable in 1864.
Marketing Concept:
Marketing Concepts objective is to create, deliver and communicate customer values of the product better than their competitors to it’s target audience, to achieve its organization’s goals. The marketing concept rests on four pillars: Target Market, Customer needs, Profitability and Integrated Marketing.
In India Cadbury has always followed the Marketing Concept, it has tried to understand the customers needs and have tried to implement it. Cadbury has carefully targeted its customers and has tried to understand their needs. Cadbury has been an Anticipative and Creative Marketer. It has always given new reasons to customers to purchase its
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