Kraft Foods Group Inc.

is an American grocery manufacturing and

processing conglomerate

headquartered in the Chicago suburb of Northfield,
Illinois.
The company was formed in 2012 by a demerger from Kraft Foods Inc.,
which in turn was renamed Mondelz International.
The new Kraft Foods Group is focused mainly on grocery products for
the North American market, while Mondelz is an international
distributor of Kraft Foods snacks and confectionery brands.
Formation Of Kraft
James L. Kraft immigrated to the United States in 1903 and started
a wholesale door-to-door cheese business in Chicago; its first year of operations
was "dismal", losing US$3,000 and a horse. However, the business took hold and
Kraft was joined by his four brothers to form J.L. Kraft and Bros. Company in
1909.
In 1912, the company established its New York City, New York,
headquarters to prepare for its international expansion.
By 1914, thirty-one varieties of cheeses were being sold around the U.S.
In 1915, the company had invented pasteurized processed cheese that did
not need refrigeration, thus giving a longer shelf life than conventional
cheese.
In 1916, the company began national advertising and had made its first
acquisitiona Canadian cheese company. In 1924, the company changed its
name to Kraft Cheese Company and listed on the Chicago Stock Exchange.
Kraft Foods Inc. operates only in North America. Tony Vernon is the
president of Kraft Foods North America.






Mondelz International, Inc. is an American multinational confectionery,
food and beverage conglomerate, employing around 107,000 people around the
world and operating in more than 80 countries.
It comprises the global snack and food brands of the former Kraft Foods.
The Mondelz name, adopted in 2012, came from the input of Kraft Foods
employees at the time, Monde being French for world and delez an
alternative to delicious.
The company is headquartered in Deerfield, Illinois, a Chicago suburb, and
is a manufacturer of chocolate, biscuits, gum, confectionery, coffee, and
powdered beverages.
Mondelz International's includes several billion-dollar brands such as
Cadbury and Milka chocolate, Jacobs coffee,
Toblerone, Nabisco and Oreo cookies, LU, Tang powdered beverages, and
Trident gums.
Mondelz International, Inc. operates in the whole world excluding
North America. Irene Rosenfeld is the CEO and Chairman of Mondelz
International.






CEO and CHAIRMAN OF Mondelz International



KRAFTING MONDELEZ (SPIN-OFF)










In August 2011, Kraft Foods announced plans to split into two publicly
traded companiesa snack food company and a grocery company.
.
















EARLY HISTORY
In 1824, John Cadbury began selling tea, coffee, and drinking chocolate in
Bull Street in Birmingham, England. From 1831 he moved into the production of a
variety of cocoa and drinking chocolates, made in a factory in Bridge Street and
sold mainly to the wealthy because of the high cost of production.
The brothers opened an office in London, and in 1854 they received
the Royal Warrant as manufacturers of chocolate and cocoa to Queen
Victoria. The company went into decline in the late 1850s.
John Cadbury's sons Richard and George took over the business in 1861.
By 1864 Cadbury was profitable again. The brothers had turned around
the business by moving the focus from tea and coffee to chocolate.
The firm began exporting its products in the 1870s. In the 1880s the
firm began to produce chocolate confectioneries.
In 1897, following the lead of Swiss companies, Cadbury introduced its
own line of milk chocolate bars. In 1899 Cadbury became a private limited
company.
In 1905, Cadbury launched its Dairy Milk bar, a production of exceptional
quality with a higher proportion of milk than previous chocolate
bars. Developed by George Cadbury Jr, it was the first time a British
company had been able to mass-produce milk chocolate.
Cadbury soon expanded its product range with Flake ,Crme eggs , Fruit
and Nut , and Crunchy . By 1930 Cadbury had become the 24th largest
British manufacturing company as measured by estimated market value of
capital.


CADBURYS IN INDIA
Cadbury India began its operations in India in 1948 by importing chocolates.
It now has manufacturing facilities in Thane,Induri
and Malanpur (Gwalior), Hyderabad, Bangalore and Baddi (Himachal Pradesh) and
sales offices in New Delhi, Mumbai, Kolkata and Chennai.
The corporate head office is in Mumbai. The head office is presently situated
at Pedder Road, Mumbai, under the name of "Cadbury House".
This monumental structure at Pedder Road has been a landmark for the citizens of
Mumbai since its creation. Since 1965 Cadbury has also pioneered the development
of cocoa cultivation in India.
For over two decades, Cadbury has worked with the Kerala Agricultural
University to undertake cocoa research.
Cadbury was incorporated in India on 19 July 1948. Currently, Cadbury India
operates in five categories Chocolate confectionery, Beverages, Biscuits, Gum and
Candy. Some of the key brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk,
Bournville, Celebrations, Gems, Halls, clairs, Bubbaloo, Tang and Oreo. Its products
include Cadbury Dairy Milk, Dairy Milk Silk, Bournville, 5-Star, Temptations, Perk,
Gems ,Eclairs, Bournvita, Celebrations, Bilkul Cadbury Dairy Milk Shots,
Toblerone, Halls, Tang and Oreo.





ACQUISITION OF CADBURYS BY Mondelz International





On 7 September 2009 Kraft Foods made a 10.2 billion bid to
takeover Cadbury. The offer was rejected, with Cadbury stating that
it undervalued the company. Kraft launched a formal, hostile bid for
Cadbury valuing the firm at 9.8 billion on 9 November 2009.

On 19 January 2010, it was announced that Cadbury and Kraft Foods
had reached a deal and that Kraft would purchase Cadbury for 8.40
per share, valuing Cadbury at 11.5bn.


In June 2010 the Polish division, Cadbury-Wedel, was sold to Lotte of
Korea. The European Commission made the sale a condition of the
Kraft takeover. As part of the deal Kraft will keep the Cadbury.

On 4 August 2011, Kraft Foods announced they would be splitting into
two companies beginning on 1 October 2012. The confectionery
business of Kraft became Mondelz International, of which Cadbury is
a subsidiary.









5 star
Parent Company Cadbury
Category Chocolates
Sector Food Products
Tagline/ Slogan Jo khaaye kho jaaye
USP Bar of chocolate that is hard outside with soft caramel nougat inside
STP
Segment
People looking to have a chocolate which is high in quality and moderately
priced
Target Group All age groups Lower, middle and upper class people
Positioning A chocolate which takes you to a different world of dreams
SWOT Analysis
Strength
1. Big brand name Cadburys
2. Good advertising(Ramesh and Suresh)
3. Excellent reach and distribution
Weakness
1. Food products have a limited shelf life
2. Not too many flavor Options
Opportunity
1.Untapped rural markets
3.Leverage Cadburys successful brand
Threats
2.Sweets as substitutes
3.Imported Chocolates likes Mars and local threats as BarOne
Competition
Competitors
1. Mars bar
2. Nestle BarOne



Cadbury's Bournvita
Parent Company Cadbury(Kraft)
Category Energy Drink
Sector Food Products
Tagline/ Slogan
Real Achievers who have grown up on Bournvita; Upbringing' to
'Intelligence; Good upbringing
USP Chocolate beverage food drink
STP
Segment Chocolate based health drink for children
Target Group Young growing children from the middle and upper class
Positioning Chocolate health drink to make kids stronger and sharper
SWOT Analysis
Strength
1.Big brand visibility
2.Good advertising
3.Continuously re-invented itself in terms of product, packaging,
promotion & distribution
4.Flavor Options (Caramel, 5 Star etc)
Weakness
1.Food products have a limited shelf life
2.Doesn't mix well with cold milk
Opportunity
1.Better product packaging and preservation
2.Leverage Cadburys successful brand
3. Relaunch of children based contests like BQC
Threats
1.More chocolate based milk drinks in market
2.Children prefer more flavors like strawberry, rose milk
Competition
Competitors
1.Milo
2.Horlicks



Cadburys Gems
Parent Company Cadbury
Category Confectionery
Sector FMCG
Tagline/ Slogan Raho umarless Cadbury Gems ke sath; Rangeen Panda Ki Rangeen Pasand
USP The taste of chocolate in the size of a toffee
STP
Segment Confectionery for everyone
Target Group
Kids and adults who like something which provides the taste of a chocolate in the
size of a toffee, and that too in different colors
Positioning
A little button of chocolate covered with colorful candy shell with attractive
packaging
SWOT Analysis
Strength
1. Attractive packaging for children
2. Popular amongst kids
3. Not many competitors have come up with similar products
4. Different colors provide it with an added selling point amongst kids
Weakness
1. Being a popular brand it gets replicated by fake products
2. Chocolates in smaller packages have eaten into its market share
Opportunity
1. Use non-traditional means for promoting the product
2. Come up with different shapes of packaging that shall make it even more
popular amongst kids
Threats
1. Competitors like Nestle can anytime come up with such a product
2. Using colors always poses a threat of some competitor defaming it for not
being healthy
Competition
Competitors
1. Nutties
2. Malteasers





Cadbury's Oreo
Parent Company Cadbury's(Kraft)
Category Biscuits
Sector Food Products
Tagline/ Slogan World's Number 1 Biscuit
USP World's largest selling Biscuits, World's number 1 biscuit
STP
Segment Quality conscious children and adults
Target Group Children and Youth
Positioning The biscuit with goodness of milk
SWOT Analysis
Strength
1. Low cost
2. Perceived as the world's number one biscuit
3. Good product quality and packaging
4. Leadership in world for sandwich category
Weakness 1. Limited target audience i.e. people who prefer chocolate based biscuits
Opportunity
1. Tie-up with corporates/hotel chains
2. Launch various flavors for the cream e.g. Treat-O
Threats
1. Severe threat from wafer and salted snacks segment
2. Similar biscuit categories e.g. Sandwich Biscuits
3. Chocolates
4. Poor copies
Competition
Competitors
1. Britannia Bourbon
2. ITC Sunfeast Sandwich Biscuits
3. Parle Hide n Seek









Perk
Parent Company Cadbury(Kraft)
Category Chocolates
Sector Food Products
Tagline/ Slogan Anytime, anywhere; Kabhi bhi kaise bhi; Baaki sab Bhoola de
USP Chocolate covered wafer
STP
Segment
People looking to have a chocolate which is high in quality and moderately
priced
Target Group All age groups Lower, middle and upper class people
Positioning A energy chocolate which can be had anywhere anytime
SWOT Analysis
Strength
1. Big brand name Cadburys
2. Good advertising
3. Difference Taste and Positioning
4. Positioned as Wafer, a snack
Weakness 1. Food products have a limited shelf life
Opportunity
1.Untapped rural markets
2.More Flavor Options
Threats
1.Other branded and local chocolate manufacturers
2.Sweets as substitutes
3. Sweet Wafers
Competition
Competitors
1.Nestle Kitkat
2.Rikwik
3.Wafers Local



Cadbury's Temptations
Parent Company Cadbury
Category Chocolates
Sector Food Products
Tagline/ Slogan Too Good to share
USP
The Cadbury Temptations range is available in 5 delicious flavor variants- Roast
Almond Coffee, Honey Apricot, Mint Crunch, Black Forest and Old Jamaica.
STP
Segment
People looking to have a chocolate which is high in quality and moderately
priced
Target Group All age groups Lower, middle and upper class people
Positioning A chocolate which is too good to share
SWOT Analysis
Strength
1. Big brand name Cadburys
2. Five flavor variants- Roast Almond Coffee, Honey Apricot, Mint Crunch,
Black Forest and Old Jamaica.
Weakness 1.Food products have a limited shelf life
Opportunity
1.Untapped rural markets
2.Better product packaging and preservation
3.Leverage Cadburys successful brand
Threats
1.Other branded and local chocolate manufacturers
2.Sweets as substitutes
Competition
Competitors
1. Amul chocolates
2. Mars and other imported brands
3. Ferrero Rocher