Cadbury Marketing Plan
Spring 2009
Introduction
Cadbury is a leading global confectionery company with an outstanding portfolio of chocolate, gum and candy brands. We employ around 45,000 people and have direct operations in over 60 countries, selling our products in markets everywhere around the world. We are nearly 200 years young. Our origins can be traced back to 1824 when John Cadbury opened a shop in Birmingham, UK selling tea and cocoa and in 1831, started manufacturing drinking chocolate and cocoa. In 1969 Cadbury merged with Schweppes to create Cadbury Schweppes. In 2003, Adams Confectionery was acquired including its Trident and Halls brands, now respectively the world’s largest gum and candy brands. On 7 May 2008, we demerged the Americas Beverages business and created Cadbury plc. In March 2009, we announced a definitive agreement to sell the Australia Beverages business for approximately £550 million.
Our vision
Our Vision into Action plan embodies all aspects of our strategy. Our governing objective is to deliver superior shareowner returns by realising our vision to be the world’s biggest and best confectionery company. At the heart of our plan is our performance scorecard, delivered through our priorities, sustainability commitments and culture.
Financial highlights
2008 Full year results • • • • Base business revenue +7% Strong growth across all categories, emerging markets and focus brands Underlying operating margins +150bps Transformation into a category-led pure-play confectionery company
2008 Full year confectionery revenue by business unit
6 5 4 7 1 2 3
1 2 3 4 5 6 7
Europe Britain and Ireland Middle East and Africa North America South America Asia Pacific
20% 24% 7% 22% 8% 6% 13%
(except where stated all movements use constant currency)
2008 Full year confectionery revenue by category
3 1 2
Financial calendar 30 April 2009 14 May 2009 Interim Management Statement AGM
1 Chocolate 2 Gum 3 Candy
46% 33% 21%
Our ongoing
Introduction
Cadbury is a leading global confectionery company with an outstanding portfolio of chocolate, gum and candy brands. We employ around 45,000 people and have direct operations in over 60 countries, selling our products in markets everywhere around the world. We are nearly 200 years young. Our origins can be traced back to 1824 when John Cadbury opened a shop in Birmingham, UK selling tea and cocoa and in 1831, started manufacturing drinking chocolate and cocoa. In 1969 Cadbury merged with Schweppes to create Cadbury Schweppes. In 2003, Adams Confectionery was acquired including its Trident and Halls brands, now respectively the world’s largest gum and candy brands. On 7 May 2008, we demerged the Americas Beverages business and created Cadbury plc. In March 2009, we announced a definitive agreement to sell the Australia Beverages business for approximately £550 million.
Our vision
Our Vision into Action plan embodies all aspects of our strategy. Our governing objective is to deliver superior shareowner returns by realising our vision to be the world’s biggest and best confectionery company. At the heart of our plan is our performance scorecard, delivered through our priorities, sustainability commitments and culture.
Financial highlights
2008 Full year results • • • • Base business revenue +7% Strong growth across all categories, emerging markets and focus brands Underlying operating margins +150bps Transformation into a category-led pure-play confectionery company
2008 Full year confectionery revenue by business unit
6 5 4 7 1 2 3
1 2 3 4 5 6 7
Europe Britain and Ireland Middle East and Africa North America South America Asia Pacific
20% 24% 7% 22% 8% 6% 13%
(except where stated all movements use constant currency)
2008 Full year confectionery revenue by category
3 1 2
Financial calendar 30 April 2009 14 May 2009 Interim Management Statement AGM
1 Chocolate 2 Gum 3 Candy
46% 33% 21%
Our ongoing