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Marketing Strategy of Cadbury

 Marketing Strategy of Cadbury 


The marketing strategy of Cadbury has helped the brand create such a place in the hearts of Indian customers that the first thing that comes to our minds when someone says “chocolate” is “Cadbury”.

A certain class of Indians does not even say the word “chocolate”, they’d say “Would you like to have a Cadbury?” Such has been the influence of Cadbury on its consumers’ minds.



About Cadbury India


Cadbury was established by John Cadbury in 1824 in Birmingham, England. Later, In 2010, it was acquired by Kraft Foods and is currently managed by Mondelez International.

Cadbury India was established in 1948 in India and is currently headquartered in Mumbai, Maharashtra. Its headquarters in Mumbai is popularly also called “Cadbury House”.

At present, Cadbury India operates in five categories – chocolate confectionery, beverages, and biscuits. Its popular products include Dairy Milk, Oreo, Tang, Bournvita, etc. The company has also tied up with Hindustan Unilever Limited (HUL), another FMCG giant in India to produce collaborated products such as Kwality Walls Cornetto Oreo, and Kwality Wall gems.

The company has evolved over the years in India and has included an array of quality products that have helped the company target loyal customers. 

Target Audience of Cadbury

Cadbury India’s segmentation of its products has been a mix of several factors. Consumers from every stratum of society are enjoying Cadbury products.

Cadbury Bournvita, for example, has been positioned as a must-have for growing children and has been targeted to the parents of small children between the age of 2-8 years old. These days Bournvita is also quite popular among millennials. It is an affordable product and can be purchased by any income class.

Whereas, Cadbury Temptations and Bournville are premium chocolates that can be afforded by higher-income consumers. Dairy Milk Silk has been targeted at millennials and those who cannot resist chocolates.


Pain Points

Cadbury India is one of India’s biggest and most loved brands. It has created some of the most remembered campaigns for Indian audiences. It is also one of those brands that have a very strong offline presence.

However, the digital presence of Cadbury India is something that it should work out on about as much as its competitors do.

To begin with, Cadbury India’s digital presence is much lesser as compared to its competitors.

1. Twitter

Cadbury’s Twitter page has 317k followers at the time of writing this article which is higherr than its nearest competitor Nestle which has 287k  followers. It has also created Twitter handles for its popular Bournvita, Gems, etc.

2. Instagram

It should also have to work on increasing its followers base on Instagram as it’s popular among teenagers of this generation. The engagement ratio is way less than most of its competitors.

3. Website

It doesn’t have a website with its domain name. It only has a section on its parent company’s website, Mondelez International. The website also needs to be optimized so that it gets the first spot on Google’s Search Engine Results Page (SERP).

Popular brands such as Dairy Milk, and Oreo don’t have websites as well. A separate website for the brand makes it easier for people to know more about the products and also increases transparency between the company and the audience.

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