author(s)
M Manikandan and Sarguna G

abstract
This research paper undertakes a comprehensive evaluation of the strategic positioning of two flagship products from Cadbury India—Cadbury Dairy Milk and Cadbury 5 Star—through the analytical framework of the Boston Consulting Group (BCG) Matrix. As a prominent player in the Indian chocolate market, Cadbury has established a strong foothold with its diverse range of confectionery products that appeal to various consumer segments. The BCG Matrix serves as a vital tool for understanding the competitive landscape, assessing each product’s relative market share and market growth rate. By analyzing these dimensions, this study aims to provide insights into investment strategies that can help Cadbury maintain its market leadership while identifying growth opportunities and potential risks for its sub-brands.