Cadbury Dairy Milk Chocolate

Company Profile

The inventor of Chocolate for eating is unknown, but in 1847, Fry & Sons of Bristol, which mergedwith Cadbury Limited in 1919, sold a 'chocolate delicieux a manger'. Many people credit this as the very first chocolate bar for eating. John Cadbury added a similar product to his range in 1849, and by today's standards these original chocolate bars would not be considered very palatable.The introduction from Holland of the van Houten cocoa press to the Cadbury Brothers Bridge Street factory in 1866 was the real breakthrough, not only for the Cadbury business, but also for the development of eating chocolate.Cocoa butter, extracted from the cocoa beans, is the essential ingredient for eating chocolate. The Cadbury Brothers developed a new eating chocolate recipe, which produced chocolate quite similar to that which we now enjoy.At that time only plain dark chocolate could be made; this refined chocolate was used for moulding into blocks and bars or for covering fruit-flavoured centres, to make the first chocolate assortments.In 1875, a Swiss manufacturer, Daniel Peters of Vevey, produced the first milk chocolate bar using powdered milk. The idea of combining chocolate and milk wasn't entirely new, as the Cadbury Brothers had sold a milk chocolate drink between 1849 and 1875 from the original recipe by Sir Hans Sloane.Milk chocolate bars were made by Cadbury Brothers in 1897. It was a very coarse, dry eating chocolate, made by blending milk powder with the basic chocolate ingredients of cocoa butter, cocoa mass and sugar.By this time Daniel Peters had perfected his recipe and was using condensed milk rather than powdered milk to produce a chocolate with a superior taste and texture. Swiss milk chocolate dominated the British market - a situation the Cadbury family set out to challenge.

History of Cadbury ChocolateINDUSTRY SCENARIO:In confectionery, the Company has substantially grown its share of the global confectionery market as it has extended its geographic and product participation. This has primarily been achieved through acquisition, most notably Wedel in Poland (1999), Hollywood in France (2000), Dandy in Scandinavia (2002) and the acquisition of Adams (2003).At the time of acquisition, Wedel was the number one chocolate brand in Poland and Hollywood the number two gum brand in France. Dandy was the fourth largest gum business in the world, with strong market share positions in Scandinavia, Switzerland and Russia.The US$4.2bn (2.7bn) acquisition of Adams in 2003 transformed Cadbury position in the confectionery market world-wide. With turnover of around $2 billion, a global market share of 24.7% in gum, a focus on the important markets of North and Latin America and a strong position in the growing markets of medicated confectionery, Adams significantly increased Cadburys confectionery scale, product range and geographic reach.Today, Cadbury is the second largest group in the global confectionery market with a market share of 9.2% (source: Euromonitor 2004). This compares with a market share of 5.3% in 2001. (Source: Euromonitor)The Group has strong positions in many of the important confectionery markets around the world. It has a number one or number two market share position in 23 of the top 50 confectionery markets and a leading market share in all of its geographic regions.No. 1 Position No. 2 PositionTotal Confectionery

Cadbury17623

Nestle51116

Kraft459

Mars246

Wrigley325

Hershey112

Source: Euromonitor 2004

The Companys confectionery turnover is generated from products spanning the full range of the confectionery market - chocolate, gum and sugar.In 1997, 73% of confectionery turnover was generated by chocolate; in 2004 this figure fell to 46%, with 28% generated by gum, and 26% by other sugar products. In 1997, 87% of confectionery turnover was generated in EMEA and Asia Pacific, particularly in the UK and Australia. In 2004, EMEA accounted for around 55% of confectionery turnover, Asia Pacific accounted for around 15% of confectionery turnover and the Americas accounted for around 30% of confectionery turnover versus just over 10% in 1997.Today, the Company sells its confectionery products in around 190 countries. It has 71 manufacturing facilities.

MAKING OF CHOCOLATE:

Cadbury makes a variety of chocolates for different purposes but the two main types are Cadbury Dairy Milk, milk chocolate and Cadbury Bournville plain chocolate.The taste and texture of Cadbury chocolate are based on long traditions of expertise in recipe and processing unique to Cadbury. Techniques are improving all the time and new technology enables the whole process to be finely tuned to match evolving tastes and preferences.Production starts at the Chirk cocoa factory, where the highest quality cocoa beans are processed to produce cocoa mass containing 55% cocoa butter plus extracted cocoa butter, the basis for all chocolate products.When plain chocolate is made the 'mass' goes straight to the Bournville factory in Birmingham while the 'mass' for milk chocolate production is taken to the Cadbury milk factory at Marlbrook, Herefordshire, in the heart of English dairy country.At the milk processing factory fresh liquid full cream milk is cooked with sugar and condensed to a thick liquid. Cocoa mass is added, making a rich creamy chocolate liquid, which is then evaporated to make milk chocolate crumb. As these ingredients are cooked together the very special rich creamy taste of Cadbury chocolate is produced. 95,000 tonnes of crumb a year are produced at Marlbrook to be made into chocolate at the Cadbury chocolate factories at Bournville, Birmingham and Somerdale, Bristol.On arrival at the chocolate factory the crumb is pulverised by heavy rollers and mixed with additional cocoa butter and special chocolate flavourings. The amount of cocoa butter added dependson the consistency of the chocolate required: thick chocolate is needed for moulded bars, while a thinner consistency is used for assortments and covered bars. In the UK up to 5% vegetable fat is added to compensate for variations in cocoa butter, allowing the melting properties of the chocolate to be controlled to a precise standard, and preserving the full taste and texture of the chocolate. Cadbury use carefully selected vegetable oils similar in nature to cocoa butter: African Shea, Indian Sal and Malaysian Palm oils are all part of the recipe.Both milk and plain chocolate, which has had sugar and cocoa butter added to the mass before pulverising, undergo the same final special production stages, producing the famous smoothness, gloss and snap of Cadbury chocolate.

TOP MANGEMENT OF CADBURY COMPANY:

Non Executive Chairman: John SunderlandChief Executive Officer: Todd Stitzer

Chief Human Resource Officer: Bob Stack

Chief Financial Officer: Ken Hanna

Group Secretary: Hester Blanks

Senior Independent Non Executive (Deputy Chairman): Roger Carr

Non Executive: Baroness Wilcox Non Executive: Rosemary Thorne

Non Executive: Dr Wolfgang Berndt

Non Executive: Richard Braddock

Non Executive: David Thompson Non Executive: Lord Patten

COMMITMENT OF CADBURY TOWARDS CONSUMERS:The Cadbury is totally committed towards the Consumers. It always strives to satisfy each and every segment of the Consumers. It tries to produce the Products which meet the needs of the Consumers. The Cadburys products are primarily impulse products and are sold to the consumer through many different outlets, ranging from kiosk to petrol station and fountain equipment at leisure, food and entertainment venues. The Company has a variety of programmes in place to ensure that consumer insights are built into its commercial strategy. In 2004, the Group put in place a new approach to consumer segmentation and commercial strategy development, based on rigorous and extensive consumer research in its key confectionery markets.

MARKET PLACE OF CADBURY:The Company is privileged to live in what is an increasingly democratic world with the freedom to choose the way, they live, the way they work and what they consume. Freedom of choice is a vital factor in the fast moving and highly competitive consumer goods industry in which Cadbury operates. The products are purchased daily in their millions around the world and unless the Company consistently offers quality, value and satisfaction the consumers will switch allegiance.The Companys confectionery offers energy, taste, rewards and gift opportunities. Variety is important. In business freedom of choice means not only the freedom to seek new combinations of old favourites, but also new experiences.The brands become old friends with whom the consumers have special relationships. This makes protection of their reputation an essential ingredient of the Companys long term success. The Company is also constantly seeking new and innovative ways to satisfy the consumer's willingness to try new things. Consequently whenever it develops a new product they have to build consumer awareness through advertising and promotion. Consumers want to be informed, whether to be reminded of their feelings about established favourites or to be told of new delights available for their delectation!Cadbury Dairy Milk Chocolate 2015

Osmania Degree College, Kurnool 4

RANGE OF CHOCOLATES IN CADBURYS:

Chocolate Bars:Cherry Ripe Crunchie Flake Picnic Time Out Twirl New BOOST FRYS Turkish Delight

Boxed Chocolate:Favourites Milk Tray Red Tulip Roses

Blocks of Chocolate:Breakaway Caramello Cherry Ripe Block Chocolate Mousse Dairy Milk Dream

Fruit & Nut Hazel Nut Marble Peppermint Snack Top Deck

Kids Confectionery:Cadbury Caramello Koala Cadbury Freddo Cadbury Furry Friends Cadbury Yowie

Sugar Confectionery:Chupa ChupsChocolate EclairsClinkersColumbinesJelly BabiesMarshmallowsWine Gums

Others:Chocolate Velvet

FINDINGS AND CONCLUSIONS:

The findings and conclusions of this research project are

Dairy Milk is most preferred chocolate. Respondents opine that Dairy Milk is the Market Leader and this trend may continue even in future. Most of the Consumers are particular about brand while purchasing a Chocolate. Consumers of Dairy Milk are more compared to other brands of Chocolates. Taste of Dairy Milk influence the Consumers besides, brand image, quality, price, availability and brand ambassador. Most of the Consumers are influenced by advertisements. Television media is highly preferred for advertising. Most of the respondents opine that Dairy Milks current advertisements and package trends are excellent and satisfactory respectively. Retail outlets play a vital role in distribution of Dairy Milk. Maximum numbers of respondents are fully satisfied in all aspects.

SUGGESTIONS:

Most of the respondents perception is that they dont need any changes in Dairy Milk. But few of the respondents have suggested certain changes to increase the sales and consumption of the Chocolate.The suggestions are 28% of the respondents feel that the price is high and they suggested reduction of price by maintaining same quantity. 24% of the respondents have suggested the introduction of more flavors. Addition of Dry Fruits to the Chocolate is suggested by 20% of the respondents. 15% of the Respondents suggested making the package more attractive. Out of 100 respondents, 5% suggest to improve the availability of the product in all the retail outlets and remote places. 12% of the respondents have suggested an increase in quantity for same price. Improvement in the quality and taste is suggested by 8% of the respondents. Respondents also suggested the Company to improve the quality of the Chocolate to avoid its melting at room temperature.