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Cadbury re-defines its growth plans, to go beyond chocolates

14-October-2002
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Cadbury re-defines its growth plans, to go beyond chocolates

Cadbury India, which redefined its vision to ‘Life full of Cadbury. Cadbury full of life’ from ‘Cadbury in every pocket’, plans to explore opportunities beyond mere chocolates as new businesses for the future.

According to company source, Cadbury’s key drivers of profitable growth would be the set of power brands, the Indian distribution and availability which gives the company scope for growth. Thirdly offering genuine new products like Chokki and Temptations, to grow the market, to moving into new consumer need area and last but not the least, new business is the fourth driver to growth.

Cadbury India which started off with the vision statement — ‘Cadbury in every pocket’. The redefinition of the vision to ‘Life full of Cadbury. Cadbury full of life’ is an aim to “fill people’s lives with Cadbury”. It included much more than mere chocolate. An example of that is Cadbury’s strong presence in McDonald’s.

The recently launched Chokki at Rs 2, has turned out to be Cadbury’s most successful product introductions ever, having already garnered five per cent of the chocolate market. According to company source, price played a key role. The country has significant barriers in consumption, so it offered affordable indulgence at the price of Rs 2. The company launched Temptations at the top-end of the market. It has also introduced CDM Chunky — for a mouthful experience.

The Rs 500-crore chocolate confectionery market is growing at 8-9 per cent as per ORG-MARG. Cadbury leads with a value share of about 73 per cent and a volume share between 65-70 per cent.

Cadbury India is in the delisting mode, having crossed 93 per cent shareholding through an open offer. The company has submitted an application to delist from the exchanges, and is expected to get delisted in the next 3-6 months.

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