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PROJECT REPORT ON OUTLET EXPANSION At MEERUT IN CADBURY INDIA Ltd. IN PARTIAL FULFILMENT OF PGDM(08-10) SUBMITTED BY- PALASH ROY Institute Of Technology and Science Mohan Nagar Ghaziabad REPORT ON “OUTLET EXPANSION IN MEERUT” AMIT KUMAR RAI 1

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Page 1: Palash Roy

PROJECT REPORTON

OUTLET EXPANSIONAt

MEERUTIN

CADBURY INDIA Ltd.

IN PARTIAL FULFILMENT OFPGDM(08-10)

SUBMITTED BY-PALASH ROY

Institute Of Technology and Science

Mohan Nagar Ghaziabad

REPORT ON

“OUTLET EXPANSION IN MEERUT”

AMIT KUMAR RAI

Under The guidance of

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MR.MANAV BATRA PALASH ROY Area sales Manager ITS Mohan Nagar Cadbury India ltd. GhaziabadProf. Dhruv Kumar Padey ITS Mohan Nagar Ghaziabad

DECLARATION

I, MR. PALASH ROYdo hereby declare that the project report titled “Outlet Expansion at

Meerut in Cadbury India Ltd.” is a genuine research work undertaken by me and it has not

been published anywhere earlier.

The above statement is true to the best of my knowledge.

PALASH ROY

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(ITS, Ghaziabad)

PREFACE

The Research report program is designed to give the impact to a candidate who would be

manager in future. It gives experience of current happenings and market position. The real life

situation are entirely different from stimulated exercise enacted in an artificial classroom ,it is

because of this reason the research program is designed so that the managers of tomorrow do not

feel odd when the time comes to hold the responsibility.

The experience that I have gathered during my project work in the market has certainly provided

me a great experience, which I believe that will help me to shoulder any responsibility which

comes my way in future.

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By going through this report one can find my work is more informative and interesting by

knowing the various view point of respondent. The finding and result gives clear information of

sales. Of course, every study has limitation so a in this study there are some which is listed on

the last.

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ACKNOWLEDGEMENT

I take this opportunity to express my gratitude to all those who helped me in completing the

project. At the very outset I would like to thank my project guide Mr. Manav Batra Area Sales

Manager of Cadbury India Ltd and Mr.Dheraj Bhatnagar sales officer of Cadbury in Meerut

for their active cooperation and suggestion throughout the project.

I would also like to thank my faculty guide of ITS, Prof. Dhruv Kumar Pandey who had

helped me a lot during the project.

I would also like to thank all the retailers (Pharma, bakeries, general, Kirana stores, pan walas&

confectioners) of Meerut for their valuable support and positive response for project .Without

their valuable support it was very difficult to complete the project.

Last but not the least, many thanks to the ITS, Ghaziabad for extending priceless opportunity and

support in getting me external exposure during my very first year in the institute.

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TABLE OF CONTENT

S. No. Title Page No.

1. Company Profile -:

History Of Cadbury India……………………….

Values of company………………………………

Overview of company…………………………...

Corporate social responsibility…………………

Products of Cadbury ……………………………

Mile Stone of Cadbury…………………………..

SWOT analysis………….....................................

7 to 11

12 to 13

14 to 15

16 to 22

23 to 35

36 to 44

45 to 46

2. Research Methodology and collection of data 47 to 51

3. Data Analysis 52 to 73

4. Results And Findings 74 to 76

5. Recommendation 77

6. Conclusion 78

7. Bibliography 79

8. Questionnaire 80

History of Cadbury:-

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Cadbury the global leader in the chocolate confectionery market began in 1824 when a young

Quaker named John Cadbury opened up a shop in Birmingham. John sold coffee, tea, drinking

chocolate and cocoa at his shop. Believing that alcohol was a main cause of poverty, John hoped

his products might serve as an alternative. He also sold hops and mustard. Like many Quakers

John had high quality standards for all of his products.

At that time in England, Quakers were prohibited from attending university, since it was

affiliated with the established church, and their pacifist beliefs kept them from joining the

military. With few opportunities available, Quakers often went into business-related fields and/or

devoted their time to missions of social reform.

By 1842 John was selling 11 kinds of cocoa and 16 kinds of drinking chocolate. Soon John’s

brother Benjamin joined the company to form Cadbury Brothers of Birmingham. The Cadbury

brothers opened an office in London and received a Royal Warrant (one of many) as

manufacturers of chocolate and cocoa to Queen Victoria in 1854. Six years later the brothers

dissolved their partnership because of John’s failing health and the death of his wife. They left

the business to John's sons George and Richard. John devoted the rest of his life to social work

and died in 1889.

George and Richard continued to expand the

product line, and by 1864, they were pulling a

profit. Cadbury’s Cocoa Essence, which was

advertised as "absolutely pure and therefore

best," was an all-natural product made with pure

cocoa butter and no starchy ingredients. Cocoa

Essence was the beginning of chocolate as we

know it today. The brothers soon moved their

manufacturing operations to a larger facility four miles south of Birmingham. The factory and

area became known as Bournville.

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Packing room at Cadbury's Bournville

factory..

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With Cadbury’s continued success in chocolate, George and Richard stopped selling tea in 1873.

Master confectioner Frederic Kinchelman was appointed to share his recipe and production

secrets with Cadbury workers. This resulted in Cadbury producing chocolate covered nougats,

bonbons delices, pistache, caramels, avelines and more. Cadbury manufactured its first milk

chocolate in 1897. Two years later the Bournville factory employed 2,600 people and Cadbury

was incorporated as a limited company.

During World War I, more than 2,000 of Cadbury’s male employees joined the Armed Forces.

Cadbury supported the war effort, sending warm clothing, books and chocolate to the soldiers.

Cadbury supplemented the government allowances to the dependants of their workers. When the

workers returned, they were able to return to work, take educational courses, and injured or ill

employees were looked after in convalescent homes. During this period trade overseas increased,

and Cadbury opened its first overseas factory near Hobart, Tasmania. The next year Cadbury

merged with JS Fry & Sons, a past market leader in chocolate.

Cadbury supported the war effort during World War II by converting parts of its factory into

workrooms to manufacture equipment like milling machines for rifle factories and parts like pilot

seats for Defiant fighter planes. Workers ploughed football fields to grow crops, and the Cadbury

St. John’s Ambulance unit helped people during air raids. Chocolate was considered essential for

the Armed Forces and civilians. Rationing finally ended in 1949.

In 1969 Cadbury merged with Schweppes to form Cadbury Schweppes. Schweppes was a well-

known British brand that manufactured carbonated mineral water and soft drinks. The merged

companies would go on to acquire Sunkist, Canada Dry, Typhoo Tea and more. Schweppes

Beverages was created, and the manufacture of Cadbury confectionery brands was licensed to

Hershey.

Today Cadbury Schweppes is the largest confectionery company in the world, employing more

than 70,000 employees. In 2006 the company had over $15 billion in overall sales. In March of

2007, Cadbury Schweppes announced that it intends to separate its confectionery and beverage

businesses. With almost 200 years in the business, Cadbury Schweppes will continue to prosper

in the coming decades.

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Cadbury Product Timeline

1865 – Cadbury Cocoa Essence

1875 – Cadbury Easter Eggs

1897 – Cadbury Milk Chocolate

1905 – Cadbury Dairy Milk

1908 – Cadbury Bourneville Chocolate

1915 – Cadbury Milk Tray

1920 – Cadbury Flake

1923 – Cadbury Crème Eggs

1929 – Cadbury Crunchy

1938 – Cadbury Roses

1948 – Cadbury Fudge

1968 – Cadbury Picnic

1960 – Cadbury Buttons

1970 – Cadbury Curly Wurly

1983 – Cadbury Wispa

1985 – Cadbury Boost

1987 – Cadbury Twirl

1992 – Cadbury Timeout

1996 – Cadbury Fuse

2001 – Cadbury Brunch bar, Dream &

Snowflake

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Interesting Facts about Cadbury:-

Cadbury was the first company to include pictures instead of printed text on chocolate boxes.

George Cadbury didn’t want to take mothers away from their children, so he developed a

company rule that women had to leave work when they got married. Each married woman was

given a bible and a carnation as wedding gifts.

In 1886 Cadbury became one of the first firms to have dining rooms with kitchens and food

for sale.

A miniature metal animal (elephant, penguin, owl, fox, duck, squirrel, rabbit or turtle) was

given away with specially designed cocoa tins in 1934. In the same year, Cadbury's tokens,

which came with packs of cocoa, could be redeemed for lamps, kettles and saucepans.

So many children joined Cadbury’s Cococub Club that it had 300,000 members in 1936.

Cadbury’s World Visitor Center opened in 1990, welcoming 400,000 visitors in its first year.

Cadbury launched a Get Active program in 2003, helping 10,000 teachers get in shape.

Cadbury India is a food product company with interests in Chocolate Confectionery, Milk Food

Drinks, Snacks, and Candy. Cadbury is the market leader in Chocolate Confectionery business

with a market share of over 70%. Some of the key brands of Cadbury are Cadbury Dairy Milk, 5

Star, Perk, Eclairs, Celebrations, Temptations, and Gems. In Milk Food drinks segment,

Cadbury's main product - Bournvita is the leading Malted Food Drink in the country.

Cadbury is the world's largest confectionery company and its origins can be traced back to 1783

when Jacob Schweppe perfected his process for manufacturing carbonated mineral water in

Geneva, Switzerland. In 1824, John Cadbury opened in Birmingham selling cocoa and chocolate.

Cadbury and Schweppe merged in 1969 to form Cadbury Schweppes plc. Milk chocolate for

eating was first made by Cadbury in 1897 by adding milk powder paste to the dark chocolate

recipe of cocoa mass, cocoa butter and sugar. In 1905, Cadbury's top selling brand, Cadbury

Dairy Milk, was launched. By 1913 Dairy Milk had become Cadbury's best selling line and in

the mid twenties Cadbury's Dairy Milk gained its status as the brand leader. Cadbury India began

its operations in 1948 by importing chocolates and then re-packing them before distribution in

the Indian market. Today, Cadbury has five company-owned manufacturing facilities at Thane,

Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales

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offices (New Delhi, Mumbai, Kolkata and Chennai). Its corporate office is in Mumbai.

Worldwide, Cadbury employs 60,000 people in over 200 countries.

Major Achievements of Cadbury:-

Worlds No 1 Confectionery company

World's No 2 Gums company.

World's No 3 beverage company.

World's No 3 beverage company.

Cadbury Dairy Milk & Bourn vita has been declared a "Consumer Super brand" for

2006-7 by Super brands India.

Cadbury India has been ranked 5th in the FMCG sector, in a survey on India's most

respected companies by sector conducted by Business World magazine in 2007.

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We are performance driven, values led. Throughout

changing times, our constant values have inspired us

to be pioneers in business and in corporate

responsibility. They help ensure we are proud of our

company and are critical to our core purpose of

creating brands people love.

Our values are:

Performance

We are passionate about winning. We compete in a

tough but fair way. We are ambitious, hardworking

and make the most of our abilities. We are prepared to

take risks and act with speed.

Quality

We put quality and safety at the heart of all of our

activities - our products, our people, our partnerships

and our performance.

Respect

We genuinely care for our business and our

colleagues. We listen, understand and respond. We

are open, friendly and welcoming. We embrace new

ideas and diverse customs and cultures.

Integrity

We always strive to do the right thing. Honesty,

openness and being straightforward characterise the

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way we do business. We have clear principles and do

what we say we will do.

Responsibility

We take accountability for our social, economic and

environmental impact. In this way we aim to make

our business, our partners and our communities better

for the future.

Our Business Principles are our code of conduct and

also take account of global and local cultural and legal

standards. They confirm our commitment to the

highest standards of ethics and business conduct. Core

purpose and vision section: Core purpose: Our core

purpose is creating brands people love. The core

purpose captures the spirit of what we are trying to

achieve as a business.

We collaborate and work as teams to convert products

into brands

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Cadbury is a leading global confectionery company

with an outstanding portfolio of chocolate, gum and

candy brands. We employ around 50,000 people and

have direct operations in over 60 countries, selling

our products in almost every country around the

world.

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In India, Cadbury began its operations in 1948 by

importing chocolates. After 60 years of existence, it

today has five company-owned manufacturing

facilities at Thane, Induri (Pune) and Malanpur

(Gwalior), Bangalore and Baddi (Himachal Pradesh)

and 4 sales offices (New Delhi, Mumbai, Kolkota and

Chennai). The corporate office is in Mumbai.

Our core purpose "creating brands people love"

captures the spirit of what we are trying to achieve as

a business. We collaborate and work as teams to

convert products into brands. Simply put, we spread

happiness!

Currently Cadbury India operates in four categories

viz. Chocolate Confectionery, Milk Food Drinks,

Candy and Gum category. In the Chocolate

Confectionery business, Cadbury has maintained its

undisputed leadership over the years. Some of the key

brands are Cadbury Dairy Milk, 5 Star, Perk, Éclairs

and Celebrations. Cadbury enjoys a value market

share of over 70% - the highest Cadbury brand share

in the world! Our flagship brand Cadbury Dairy Milk

is considered the "gold standard" for chocolates in

India. The pure taste of CDM defines the chocolate

taste for the Indian consumer.

In the Milk Food drinks segment our main product is

Bournvita - the leading Malted Food Drink (MFD) in

the country. Similarly in the medicated candy

category Halls is the undisputed leader. We recently

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entered the gums category with the launch of our

worldwide dominant bubble gum brand Bubbaloo.

Bubbaloo is sold in 25 countries worldwide.

Since 1965 Cadbury has also pioneered the

development of cocoa cultivation in India. For over

two decades, we have worked with the Kerala

Agriculture University to undertake cocoa research

and released clones, hybrids that improve the cocoa

yield. Our Cocoa team visits farmers and advises

them on the cultivation aspects from planting to

harvesting. We also conduct farmers meetings &

seminars to educate them on Cocoa cultivation

aspects. Our efforts have increased cocoa productivity

and touched the lives of thousands of farmers. Hardly

surprising then that the Cocoa tree is called the

Cadbury tree!

Today, we are poised in our leap towards quantum

growth. We are a part of the Cadbury PLC, world's

leading Confectionery Company. Yes, like we said

we will continue to spread happiness!

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CORPORATE SOCIAL RESPONSIBILITY OF

CADBURY:-

Corporate Social Responsibility (CSR) is at the

heart of our success

At Cadbury India we have always believed that good

values and good business go hand in hand. It's part of

our heritage and the way we do things today. CSR is

about growing our business responsibly.

Cadbury India has a tradition of caring for the

environment and enriching the quality of lives of the

communities we live and work in, through a variety

of result-oriented programs.

Our commitment to the Environment

Growing Community Value

Our commitment to the Environment

We are committed to responsible environmental,

health and safety management. We aim to look after

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the health and safety of our people and minimize the

environmental impact of our business around the

world.

Migratory birds stop over at our Bangalore

factory!

Water is a precious resource. As part

of Cadbury India's efforts to

continuously increase water

conservation our Bangalore factory

has constructed a check dam to store

the rainwater. This dam not only acts

as a major ground water replenishing

source for the bore wells in the

factories and surrounding community,

but is also a stopover location for some

of the migratory birds!

Dam at our

Bangalore

factory

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Pioneering cocoa cultivation in

India:-

Since

1974

Cadbury

has

pioneered

the development of cocoa cultivation

in India. For over two decades, we

have worked with the Kerala

Agriculture University to undertake

cocoa research and released hybrids

that improve the cocoa yield.

Our efforts have increased cocoa

productivity and touched the lives of

thousands of farmers. Hardly

surprising then that the Cocoa tree is

called the Cadbury tree!

Bangalore factory: the sun shines at

night…

Acknowledged as

'Preserver of

Environment'

Sunshine now

lights the pathways

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on streets outside our Bangalore

factory at night.

Rising energy costs, and 300 sunny

days a year, inspired the factory to

install 28 solar powered streetlights. It

will reduce annual carbon dioxide (a

major greenhouse gas) emissions by

ten tonnes, playing a part in the effort

to reduce global warming.

In appreciation of our commitment to

implement environment friendly

initiatives, the Karnataka State

Pollution Control Board has honoured

the Bangalore factory with the Parisara

Premi (Preserver of the Environment)

Award for the second year in a row.

Growing Community Value

Everything needs a little nurturing to

help it to grow. Our communities are

no different. Cadbury India is

committed to growing community

value around the world. For our

employees, this is about making a

difference in the community.

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Non-formal school set up by

Cadbury for children of

migrant workers in Baddi: -

Thanks to the efforts of the Baddi

factory team over 50 children of

migrant workers living in and around

our Baddi factory will now have daily

access to non-formal education.

Cadbury has set up a non-formal

school as part of our commitment to

create prosperous, inclusive and

healthy communities.

This is the first phase of Project

SAHYOG an 18 month project which

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commenced in January this year in

partnership with an NGO RUCHI. The

project reaches out to over 400 poor &

marginalized families in Sandholi

village near our Baddi factory and

apart from education, the other key

interventions will be on village health,

sanitation, education & water

harvesting.

The project was recently inaugurated

by Mr B R Verma, Labour

Commissioner cum Chief Inspectorate

of Factories & Directorate of

Employment; Himachal Pradesh in the

presence of Mr Sudhir Sharma, Dy

Director Industries and senior officials

of BBN Industries Association. The

Chief Guest appreciated Cadbury's

effort to make a difference in the

community and encouraged the

villagers to come forward and support

the initiative.

In the coming months the project

through a group of 12 SAHYOG

CHAMPIONS (colleagues from the

Baddi factory) will undergo an

orientation program with the NGO

RUCHI and will subsequently

mobilize Baddi colleagues to volunteer

their time in the community on aspects

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of village health, sanitation and

education.

Cadbury in tie-up with Bharti-

Walmart to support education

needs of underprivileged

children :-

In an effort to make a small difference

to the communities in which we

operate we recently tied-up with

Bharti-Wal-Mart to support the

infrastructure of a government school

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for underprivileged children in

Gurgaon.

As part this initiative, we have

provided safe and clean facilities to

create an environment conducive to

learning for the 80 odd children

enrolled in the school. This included

re-painting the building, cleaning and

developing the gardens in the school

premises, planting trees and installing

swing-sets in the play area. A team of

16 sales colleagues spent a day in the

school and truly made a difference!

Sarvam Program

With

operations

around the

Pacific

Ocean, we

responded immediately to the Asian

Tsunami in late 2004. After initial

emergency relief donation we

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established a Tsunami Regeneration

Programme for essential long- term

community rebuilding.

Working in partnership with a local

charity, the Sri Aurobindo Society, on

a five-year project, we are contributing

to the redevelopment of two villages in

the costal region of Pondicherry. The

project addresses education, health,

economic development, vocational

training, organic farming, water

harvesting and attitude.

changes including the empowerment

of women. Learning's from the project

will also create significant rural

regeneration throughout the rest of the

Tsunami - hit regions and beyond.

Priorities for the first year

include: providing simple housing

and toilets and repairing and

developing eight pre-school centres

and three schools. We will also recruit

teaching staff, health workers,

counselors as well as an administrator

and set up a training and basic IT

centre.

Cadbury spreads smiles at Vatsalya:-

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Cadbury India has partnered with

Vatsalya Foundation, an NGO

working with underprivileged street

children in Mumbai. Vatsalya's motto

is to give the child a supportive

environment to live and study in and

gain skills so that they become

contributing members of society.

We support the educational needs of

100 street children by

proving them with their school fees

and also other requirements like

books, stationery uniforms etc. We

will also sponsor educational camps

for these children.The other aspect of

the partnership is the "Be My Friend"

Volunteering programme. Under this

initiative colleagues are encouraged to

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spend time with these children,

encourage them to study or just simply

be their Friend.

Cadbury India supports the

building of a Neo-natal ward:-

In an

effort to

provide a

health

start to the

newborn infants of the local

community in the Thane district, we

have supported the construction of a

neo-natal hospital ward at Thane`s

municipal hospital. The ward gives

specialized and intensive care for

premature and critically ill

newborns.This intervention has helped

the poor and needy who are in urgent

need of specialized healthcare.

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Products of Cadbury:-

1)CADBURY DAIRY MILK:- The

story of Cadbury Dairy Milk started way back

in 1905 at Bournville, U.K., but the journey

with chocolate lovers in India began in

1948.The pure taste of Cadbury Dairy Milk is

the taste most Indians crave for when they

think of Cadbury Dairy Milk.

The variants Fruit &

Nut, Crackle and Roast

Almond, combine the

classic taste of Cadbury

Dairy Milk with a

variety of ingredients

and are very popular

amongst teens & adults.

Recently, Cadbury Dairy Milk Desserts was

launched, specifically to cater to the urge for

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'something sweet' after meals.

Cadbury Dairy Milk has exciting products on

offer - Cadbury Dairy Milk Wowie, chocolate

with Disney characters embossed in it, and

Cadbury Dairy Milk 2 in 1, a delightful

combination of milk chocolate and white

chocolate. Giving consumers an exciting

reason to keep coming back into the fun filled

world of Cadbury.

Our Journey:

Cadbury Dairy Milk has been the market

leader in the chocolate category for years.

And has participated and been a part of every

Indian's moments of happiness, joy and

celebration. Today, Cadbury Dairy Milk alone

holds 30% value share of the Indian chocolate

market.

In the early 90's, chocolates were seen as

'meant for kids', usually a reward or a bribe

for children. In the Mid 90's the category was

re-defined by the very popular `Real Taste of

Life' campaign, shifting the focus from `just

for kids' to the `kid in all of us'. It appealed to

the child in every adult. The 'Real Taste of

Life' campaign had many memorable

executions, which people still fondly

remember. However, the one with the "girl

dancing on the cricket field" has remained

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etched in everyone's memory, as the most

spontaneous & un-inhibited expression of

happiness.

This campaign went on to be awarded 'The

Campaign of the Century', in India at the

Abby (Ad Club, Mumbai) awards.

In the late 90's, to further expand the

category, the focus shifted towards widening

chocolate consumption amongst the masses,

through the 'Khanewalon Ko Khane Ka

Bahana Chahiye' campaign. This campaign

built social acceptance for chocolate

consumption amongst adults, by showcasing

collective and shared moments.

More recently, the 'Kuch Meetha Ho Jaaye'

campaign associated Cadbury Dairy Milk

with celebratory occasions and the phrase

"Pappu Pass Ho Gaya" became part of street

language. It has been adopted by consumers

and today is used extensively to express joy in

a moment of achievement / success.

The interactive campaign for "Pappu Pass Ho

Gaya" bagged a Bronze Lion at the

prestigious Cannes Advertising Festival 2006

for 'Best use of internet and new media'. The

idea involved a tie-up with Reliance India

Mobile service and allowed students to check

their exam results using their mobile service

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and encouraged those who passed their

examinations to celebrate with Cadbury Dairy

Milk.The 'Pappu Pass Ho Gaya' campaign

also went on to win Silver for The Best

Integrated Marketing Campaign and Gold in

the Consumer Products category at the

EFFIES 2006 (global benchmark for effective

advertising campaigns) awards.

 

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2) CADBURY’S FIV E STAR:-Launched in 1969 as a bar of chocolate that was hard

outside with soft caramel nougat inside, Cadbury 5 Star has re-invented itself over the years to

keep satisfying the consumers taste for a high quality & different chocolate eating experience. It

is second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Star moves

from strength to strength every year by increasing its user base.

More recently, to give consumers another reason to come into the Cadbury 5 Star fold, Cadbury

5 Star Crunchy was launched. The same delicious Cadbury 5 Star was now available with a dash

of rice crispies.

Cadbury 5 Star & Cadbury 5 Star Crunchy now aim to continue the upward trend. This different

and delightfully tasty chocolate is well poised to rule the market as an extremely successful

brand.

3)CADBURY’S PERK: - Cadbury Perk was launched in 1996. With its light chocolate

and wafer construct, Cadbury Perk targeted the casual snacking space that was dominated

primarily by chips & wafers. With a catchy jingle and tongue in cheek advertising, this 'anytime,

anywhere' snack zoomed right into the hearts of teenagers. In the new millennium, Cadbury

Perk moved beyond just owning 'hunger' to a "Kabhi bhi kaise bhi" position, because the urge for

Cadbury Perk could strike anytime and anywhere. With the rise of more value-for-money brands

in the wafer chocolate segment, Cadbury Perk unveiled two new offerings - Perk XL and XXL.

The temptation to have more of Cadbury Perk was made even greater with the launch of Cadbury

Perk Minis in 2003 for just Rs. 2/.In 2004, with an added dose of 'Real Cadbury Dairy Milk' and

an 'improved wafer', Perk became even more irresistible. The product was supported in the

market with a new look and a new campaign. The advertisement spoke of the irresistible aspect

of the brand, with 'Baaki sub BHULA de’ becoming the new mantra for Cadbury Perk

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4) CADBURY BYTES:- Cadbury Bytes was launched in 2004-05 as Cadbury's foray into

the rapidly growing packaged snack market. Cadbury Bytes is a one of a kind snack, in that it is

sweet and not salty, as compared to most of the other snacks. It's a bite sized snack with a

crunchy wafer and rich Chocó cream filling. There are three variants of Bytes available in the

market - Regular, Coffee and Strawberry, at two price points- Rs 5 and Rs 10.Cadbury Bytes is

targeted at teens as they are the largest consuming segment of packaged snack category. They are

also the gateway to the family, especially for a new sweet snack. With Bytes, Cadbury has

entered into a new category with well entrenched and established brands. It is an exciting

challenge for us to take the brand forward and make it a stupendous success. Cadbury Bytes is

positioned as the 'only sweet snack' in the world of salty snacks. The proposition we have arrived

at is "Snacking ka meetha funda", where we take a pot-shot at other snacks, by saying `Her snack

namkeen nahi hota'. The product is all about breaking a cliché and teenagers identify with

breaking stereotypes. The new commercials- 'Tommy' and 'Villain', talk about breaking the

stereotype.

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5)CADBURY HALLS:- Halls accounts for 50% of international cough drop sales and is the

leading sugar confectionery brand in the world. In 1930’s, the Hall brothers invented its Mentho-

Lyptus formula, using a combination of menthol and eucalyptus, and began producing cough

drops. The cough drops were introduced into the US during the mid-1950s. Warner-Lambert

recognized the potential of the product and acquired Halls in 1964. In 1971, Warner Lambert

began selling Halls under the Adams family, and the first national television campaign was aired

in the US & the results were a resounding success.

Our Journey:Halls was first launched in India in 1968 & soon established itself as

a ‘therapeutic’ candy competing in the cough lozenge market. Halls has been sold in India as part

of the Pfizer & Warner Lambert networks before it came into the Cadbury fold in 2003 as part of

a global merger with Adams Confectionery.

Halls has had a colorful advertising history in India & was infect, one of the earliest brands to

advertise on television in India. In the 1980’s, Ad’s featuring Meenakshi Sheshadri and later,

Vijeta Pundit on its unique ‘vapor action’ formula with a classic Halls Jingle were aired which

established the brand firmly in the market. In the 90’s, Halls advertising adopted a different take

with its ‘Traffic Jam’ Ad where Halls restores order to a situation of chaos & the early 2000’s

saw Halls advertising on the ‘refreshment’ platform. Over the years Halls has been strongly

positioned on the` soothes sore throat ’ benefit in the consumers mind.

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Halls continues to be one of the leading mint brands in India even in the changed competitive

context.

6)CADBURY TEMPTATIONS:-

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Ever see people hide away their

chocolate since they don’t want

to share

it! If you have, then its likely to

be a bar of Cadbury

Temptations!

Cadbury Temptations is a range

of delicious premium chocolate

in five

flavours.Research revealed a

niche segment of “ chocoholics”

- those exposed to

international chocolates and

those who love a variety of

chocolates but

possibly find the price of

international chocolates too

high. Cadbury

Temptations is a range targeted

at this segment of discerning

chocolate lovers.The Cadbury

Temptations range is available

in 5 delicious flavour variants

- Roast Almond Coffee, Honey

Apricot, Mint Crunch,

BlackForest and Old

Jamaica. With its international

quality chocolate Temptations ".

7)CADBURY BOURN VITA:-

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Cadbury was incorporated in India on July 19th, 1948 as a private limited

company under the name of Cadbury-Fry (India). Cadbury Bournvita was

launched during the same year.

It is among the oldest brands in the Malt Based Food / Malt Food

category with a rich heritage and has always been known to provide the

best nutrition to aid growth and all round development.Throughout it's

history, Cadbury Bournvita has continuously re-invented itself in terms of

product, packaging, promotion & distribution. The Cadbury lineage and

rich brand heritage has helped the brand maintain its leadership position

and image over the last 50 years.

 

The Journey:

The brand has been an enduring symbol of mental

and physical health ever since it was launched in

1948. It is hardly surprising then, that Bournvita

enjoys a major presence in the Malt Food market.

Given its market share of 17%, Cadbury Bournvita

reaches across hundreds of cities, towns and villages through 3,50,000

outlets in India.

It is a universal truth that mothers attach a lot of emotional importance to

nourishment while bringing up their children. However, children always

look out for the tastiest option to make their daily dose of milk more

enjoyable.

Cadbury now offers two options to capture this appeal: Cadbury

Bournvita, with its popular chocolate taste, and its latest offering,

Cadbury Bournvita 5 Star Magic, leveraging the rich chocolate and

caramel flavour of Cadbury 5 Star.

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Cadbury Bournvita advertising has moved with the times to reflect the

changing needs of the consumers. During the '70s the communication

centered on 'Good upbringing' and Bournvita became an essential

building block for childhood. "Goodness that grows with you" was the

campaign idea that communicated this thought.In the 80's the focus

shifted from 'Upbringing' to 'Intelligence' with the more aggressive

"Brought up right, Bournvita bright" campaign, which was very

successful during its time.

In the early '90s all brands in the category provided purely physical

benefits like nourishment, energy and growth. It was at this time that

Bournvita decided to raise the bar by promising physical and mental

benefits. This resulted in the famous Tan Ki Shakti, Man Ki Shakti

Campaign which became an anthem for the brand.

In the new millennium, keeping pace with the evolving mindsets of the

new age consumers, Cadbury Bournvita is about arming consumers with

Confidence to take on physical and mental challenges that nobody else

can, resulting in one of the most successful advertising campaigns which

is based on 'Real Achievers who have grown up on Bournvita'.

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8)CADBURY’S GEMS:- saying "Good

things come in small packets" has been

proven right many a times and it couldn't

have been truer for the pretty chocolate

buttons called Gems. Who can forget the

unique, brightly colored chocolate buttons

with crispy shells, encased in a pack that's as

colorful as the product itself? Unrivalled in

all these years, Cadbury Gems has captured

every consumer's fantasy for almost 4 decades. Little wonder that

Cadbury Gems, the brand that came into India in 1968 is still going

strong.The sheer taste and the fun associated with eating Cadbury Gems

and the joy of sharing it with friends has made the brand a dear

companion and a source of nostalgia for

consumers.Cadbury Gems brings happiness to the

consumer's world. With this promise in mind, Cadbury

Gems has always had 'Masti' as the key proposition in

all its communication. In fact, Cadbury Gems is always

a willing ally for pranks and fun.Cadbury Gems has

continuously tried to be relevant and exciting for consumers. In its

constant attempt to contemporaries, a unique stand up tube pack with a

flip top was launched, which became an instant hit with consumers.

Early 2006 gave consumers one more reason to celebrate with Cadbury

Gems; the launch of Cadbury Fruity Gems, a fruit flavoured variant with a

crispy shell outside and white chocolate inside. Now consumers had not

one, but two reasons to enter the 'Masti' world of Cadbury Gems.Today,

Cadbury Gems has established itself as one of the leading brands in its

segment. With the single-minded purpose to delight every consumer and

help them discover the fun, exciting and adventurous side of life, Cadbury

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Gems will continue to be the leading brand in Cadbury India's portfolio.

9)Cadbury Celebrations:- was aimed at replacing traditional gifting options like Mithai

and dry- fruits during festive seasons.

Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5

Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk

chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut butterscotch and

caramels.

The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is an

exotic range of chocolate covered dry fruits and nuts in various flavours and the premium dark

chocolate range which is exotic dark chocolate in luscious flavours.

Cadbury Celebrations has become a popular brand on

occasions such as Diwali, Rakhi, Dussera puja. It is also

a major success as a corporate gifting brand. The

communication is based on the emotional route and the

tag line says "rishte pakne do" which fits with the brand

purpose of strengthening your relationships with

something sweet.

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10)DAIRY MILK ECLAIRS:-Éclairs was first discovered by a local

confectionery firm in London,

England in the 1960s. The firm then became part of Cadbury in 1971

making Cadbury Éclairs the second largest brand in the company.

The experience of eating a Cadbury Dairy Milk Éclair is truly unique

because of its creamy caramel exterior and rich Cadbury Dairy Milk

chocolate at the center. In 2006 Cadbury Dairy Milk Éclairs launched

a crunchy Éclair with a hard caramel outside and delicious Cadbury

Dairy Milk chocolate inside called Cadbury Dairy Milk Éclairs Crunch.

Our Journey:

In India, Cadbury Dairy Milk Éclairs has been the most preferred brand in

the Éclairs category for years and has always been a favorite with consumers.

 

   

 Éclairs advertising over the years has talked about the mesmerizing taste

of Éclairs because of the Cadbury Dairy Milk chocolate it contains at its

center. The 'Ker De Dil Per Jadoo' campaign illustrated this in a youthful

college context. The Éclairs Crunch variant has also had an encouraging

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response from both teens and pre-teens. Currently, the chewy and the

crunchy variants are both enjoyed by the Éclair consumer.

Cadbury’s Bubbaloo:-

Cadbury India has expanded its confectionary portfolio in 2007 by foraying into the

Bubble gum category with the launch of Bubbaloo Bubblegum- a successful bubblegum

brand from its international portfolio.Bubbaloo is an innovative soft bubblegum with

centre filled liquid.

It is filled with a high level of a great tasting fruit flavoured liquid that floods your

mouth instantly.

Bubaloo is currently available in two yummy flavors- Strawberry and Mixed Fruit.

The communication focuses on the "fun filled liquid centre " of Bubbaloo and is

anchored by “Bubba- the cat”, the international mascot for the brand Bubbaloo.

Did you Know ?

Bubbaloo was first launched in 1984.

Bubbaloo is sold in 25 countries and is particularly popular in Latin America. The

record for the largest bubblegum bubble ever blown is 58.4cm. The bubble was blown

by Susan Montgomery Williams of Fresno, California, USA at the ABC-TV studios in

New York City, in 1994.

 

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MILE STONES - Cadbury India

1948

- The Company was Incorporated on 19th July, as a private limited company under the

name of Cadbury-Fry (India) Private Limited and commence business soon thereafter.

Manufacturing facilities were setup gradully.

1964

- The Company undertook at its own cost and responsibility the development of cocoa

growing in the country. A specialist cocoa advisory service was created. A cocoa

research centre was also created together with seeding nurseries and distribution

centres.

- Through its subsidiary, Induri Farm Ltd., the Company had set up

facilities near Pune to breed cattle that would give improved yield

ofmilk at economic feeding costs.

1967

Cadbury introduced the `Five Star and Gems' chocolates in 1967 and

1968 respectively.

1977

- The name of the Company was changed from Cadbury-Fry (India) Pvt.

Ltd., to Cadbury India Pvt. Ltd., on 7th June. It was converted into a

public limited company on 11th June. An agreement was entered into

with Cadbury Overseas Ltd., (COL) U.K., on 3rd May, for technical

services concerning new products and processes.

-The Company entered into an agreement with CSOL for the grant of a

licence for continued use of the word `Cadbury' as part of the

Company's corporate name.

- The Company was grated a letter of intent for the manufacture of

6,000 tonnes per annum of processed vegetable oils/fats (cocoa

buttersubstitute) wholly for export.

- The Company also received a letter of intent for setting manufacturing facilities in Jammu &

Kashmir for the production ofapplejuice concentrate. Approval of Government was received for

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technical collaboration with Bulmer's of the U.K.

- Shares subdivided on 22.03.1976, 13,60,905 bonus shares issued in

prop. 10.50:1 on 28.04.1977. 9,93,677 shares issued (prem. Re.1 per

shares) 1,43,677 shares reserved for allotment to resident Indian

directors their friends and employees and 8,50,000 shares offered to

the public in July.

1978

- In December, CSOL disinvested out of their holdings in the

Company,2,90,515 equity shares of Rs 10 each through an offer for sale at a

premium of Rs 3.50 per share as follows (i) 1,30,515 shares to V.

Mallya and M.L. Apte and (ii) 1,60,000 shares to resident Indian

shareholders as rights in proportion 1:10 out of which about 60,000

shares were reserved for Indian directors and employees of the

Company.

- After the offer for sale in December and new issue of capital in

May

1979, the non-resident holding in the Company was reduced to 40%.

- With a view to upgrading the present technology, improve qualityof

the products, the Company proposed to acquire technology and process

know-how from Cadbury Schweppes plc. (CSP), who offer the said

services only to their wholly owned subsidiary companies.

- The Company allotted during Jan.-Feb. 1993, along with its Rights

Issue, 22,92,000 equity shares of Rs 10 each at a premium of Rs 90 per

share to CSOL.

1979

- Industrial licence for the apple juice project was received and the project was commissioned on 16th

September, 1980.

- 5,15,808 shares issues (prem. Rs 2.50 per share) in May 1979:

70,000 shares to UTI and 40,000 shares each to LIC and GIC; 44,760 shares

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to. Indian directors and employees of the Company and 3,21,048 shares as

rights to resident Indian shareholders in prop. 1:4.

1981

- The Company received a certificate to manufacture 2,200 tonnes of

chocolates at Indori.

1982

- On 17th December, the name of the Company was changed from Cadbury

India Ltd., to Hindustan Cocoa Products Ltd., consequent to 60% of

Its shares being held by the Indian public.

1984

- 12,00,000 bonus shares issued in prop. 2:5.

- The company launched its dairy milk chocolate, which has now

become

the flagship brand of the company. A diversification into the

ice-cream market in 1989 by introducing Dollops was undertaken in a

strategic alliance with Brooke Bond India (a subsidiary of

Unilever),which was sold off to the latter in 1992.

1985

- The Company explored the possibilities of entering into the

business

of software export.

1986

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- The Company received approval of the Company Law Board for

undertaking software business and efforts were taken to explore the

opportunities both at home and export markets.

1987

- In chocolate group, the Company launched new products such as

`Crackle', `Orange', `Strawberry Krisp', `Mello', and `Wildlife

bar'.

For every `Wildlife bar' sold, the Company makes a contribution to

the

Wildlife fund, as per an agreement entered into with the fund. In

the

foods drinks, the Company launched `Choc O Cheer.

- 42,00,000 bonus shares issued in prop. 1:1.

1988

- The Chocolate division introduced some more new products to upper and

lower ends of the market. In the food drinks area, a higher protein

drink under the brand name `Enriche' was successfully introduced.

TheCompany diversified into ice-cream market and a product under the

brandname `Dollops' was test marketed in Hyderabad on New year's day.

- In order to meet the growing demand for the Company's food drink

products, it was decided to eatablish a new factory at Malanpur,

Bhind District in the State of Madhya Pradesh.

1989

- The product of the food drinks was marketed under the brand name

`Enriche'.

- Effective 1st December, the name of the Company was changed from

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Hindustan Cocoa Products, Ltd. to Cadbury India, Ltd. to reflect the

wider range of products manufactured/marketed by the Company.

1993

- With effect from 18th July, the Company's Ice Cream business

comprising manufacturing arrangements with two well known brands

Dollops & Lopstop was transferred to Brooke Bond India Ltd. for a

consideration of Rs 1062.65 lakhs and an assurance from the company

toBrooke Bond that they would not make or sell Ice creams for a period of 8 years.

- During January-February, the Company issued 16,80,000 equity

sharesof Rs 10 each for cash at a premium of Rs 90 per share on Rights

basis in the proportion 1:5 (all were taken up). Allotment of 105 shares

of these were kept in abeyance based on Court orders.

- 16,80,000 rights shares allotted (prem. Rs 90 per share prop.

1:5).Another 28,000 shares allotted to employees, etc. (prem. Rs 90 per

share) in 1992-93. 22,92,000 shares allotted to CSOL (prem. Rs 90

pershare). 105 shares kept in abeyance were allotted.

1994

- The Company undertook a modernization and rationalisation

programme at its Malanpur factory at a cost of Rs 40 crores.

1995

- `Perk' was launched from its Malanpur plant. Towards the end of

1996, the Company has launched a new range of sugar confectionery,

`Googly', a trangy, fizzy fruit flavoured candy in Chennai under the

brand name `Trebor'.

- 74,40,000 bonus shares issued in prop. 3:5.

1997

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- Cadbury India Ltd has announced rights issue of equity shares at a

price of Rs.150 each in the ratio of one equity share for every five

shares held. The company has fixed book closure for the purpose of

determining rights entitlement between May 6 and June 2.

- Cadbury India Ltd has launched Truffle - flavoured soft centre

moulded chocolate bar. The product was launched in Calcutta, Mumbai

and New Delhi during October with subsequent launches planned in

Bangalore, Chennai, Hyderabad and other mini-metros in a

phased-manner

in November.

- Cadbury India is launching its well-known beverage Bournvita in

sachets.

- 39,61,473 No. of equity shares of Rs 10 each at a premium of Rs

140per share allotted on rights basis in prop. 1:5. - 32 shares kept in abeyance issued.

1998

- Cadbury's launches Picnic: Cadbury India Ltd on March 23,

announced

the launch of Picnic in Karnataka. It is being made at a specially

imported new line in the state-of-the-art factory near Gwalior.

- Cadbury India is celebrating its golden jubilee in India. To

commemorate the occasion, the company has organised a series of

eventsfor the employees and business associates in Mumbai, the branch

offices and plant sites.

- The Board of directors of Campco have approved the proposal to enter

into an agreement with Cadbury.

- Cadbury India is exploring the possibility of generating revenue

fromCadbury House, its corporate headquarters at Pedder Road in south

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Mumbai.

1999

- Cadbury India Ltd has launched a new product, `Nice Crem', underits

sugar confectioner business. The sugar candy has been launched only

inMumbai.

- During 1994-95, Cadbury's entire range of products were introduced

inBangladesh. Its new wafer product, Perk, was launched in Sep.'95,

inMumbai, Delhi, Calcutta, Pune and Goa. The company launched a new

range of sugar confectionery, Googly a tangy, fizzy, fruit flavoured

candy in Tamil Nadu under the Trebor umbrella brand name.

2000

- Cadbury's has introduced Perk Slims, a slimmer version of the

wafe.

- The Company has relaunched Perk, its chocolate-coated wafer, it

has

four new layers covered in Cadbury Dairy Milk Chocolate.

- Cadbury India Ltd. has launched a range of gift packs for Diwali.

- The Company had entered into a Memorandum of understanding on July

5th, to sell its immovable property at Colaba, Mumbai.

2001

- Mathew Cadbury will take over as the new managing Director of the Rs

511-crore Chocolate confectionery major, Cadbury India Ltd. with

effectfrom February 5.

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- The Company has launched Sweet Nothings range of gift packs for

Valentine Day.

2002

-Cadbury SchweppesPlc acquires 39.34% stake in its Indian subsidiary

Cadbury India Ltd.

-Cadbury Scheweppes Pcl developed a new phenomenon allowing its

consumers to define its brand profitle.

-Cadbury India has executed an agreement with Kalpataru Properties

Pvt Ltdfor sale of land at Thane.

-Cadbury's market share has dipped to 70.7% due to competition.

-Cadbury India tapping unconventional marketing channels like

non-retail chainsto drive their market expansion.

-The Maharashtra Food and Drugs Administration seizes stocks and

charges cadbury with mis-branding.

-Cadbury's buy out of pfizer's confectionary brand is expected to

set a strong base in the oral gratification category

2003

-Cadbury India launches Cadbury's Heroes, which is a blend of

company's leading brands.

--Adams will now be a part of the mass markets division of cadbury

India. -Cadbury has roped in advertising firm called Lemon to handle

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creative for its products temptation and milt treat.

-Cadbury India has dropped Carat India and roped in Madison Media

forthe media planning and buying.

-Cadbury India relaunched its flagship brand 'Cadbury Dairy Milk'.

-Cadbury to tie up with BPL Mobile for SMS vending services.

-Cadbury India has been identified as 'innovation centre' by its

overseas parent.

2004

-Amitabh Bachchan new brand ambassdor for Cadbury Dairy Milk

2005

-Cadbury Schweppes Asia-Pacific has announced that Mr Bharat Puri,

Managing Director of the Indian sub-continent, has been appointed

Commercial Strategy Director for Asia-Pacific and will be based in

Singapore

2007

- Cadbury India has rolled out a wafer-based chocolate called 'Ulta

Perk' nationally. 'Ulta Perk' has been test marketed in southern

states like Tamil Nadu and Karnataka for over 6 months and is now

being launched in other parts of India. The product is targeted

towards teenagers and youth. 'Ulta Perk' will be the second product

offering from Cadbury in the chocolate-wafer segment, after the

'Perk' brand.

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SWOT ANALYSIS OF CADBURY INDIA LTD.

Strengths

Cadbury is the largest global confectionery supplier, with 9.9% of global market share.

High financial strength (Sales turnover 1997, £7971.4 million and 9.4%)[1]

Strong manufacturing competence, established brand name and leader in innovation.

Advantage that it is totally focused on chocolate, candy, chewing gum, unique

understanding of consumer in these segments.

Successfully grown through its acquisition strategy. Recent acquisitions, including

Adams, 2003, enabled it to expand into important markets like the US market.

Weaknesses

The company is dependent on the confectionery and beverage market, whereas other

competitors e.g. Nestle have a more diverse product portfolio, where profits can be

used to invest in other areas of the business and R&D.

Other competitors have greater international experience - Cadbury has traditionally been

strong in Europe. New to the US, possible lack of understanding of the new emerging

markets compared to competitors.

Threats

Worldwide - there is an increasingly demanding cost environment, particularly for

energy, transport, packaging and sugar. Global supply chain in low cost locations.

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Competitive pressures from other branded suppliers (national and global). Aggressive

price and promotion activity by competitors - possible price wars in developed

markets.

Social changes - Rising obesity and consumers obsession with calories counting.

Nutrition and healthier lifestyles affecting demand for core Cadbury products.

Opportunities

New markets. Significant opportunities exist to expand into the emerging markets of

China, Russia, India, where populations are growing, consumer wealth is increasing

and demand for confectionery products is increasing.

The confectionery market is characterized by a high degree of merger and acquisition

activity in recent years. Opportunities exist to increase share through targeted

acquisitions.

Key to survival within the FMCG market is increasing efficiency and reducing costs.

Cadbury Fuel for Growth and cost efficiency programmes seek to bring cost savings by:

1) Moving production to low cost countries, where raw materials and labour is cheaper

ii) reduce internal costs - supply chain efficiency, global sourcing and procurement,

and wise investment in R&D.

Innovation is key driver. To respond to changes in consumer tastes and preferences -

healthier snacks with lower calories need to be developed. R&D and product launches

have led to sugar-free & centre filled chewing gum varieties and Cadbury premium

indulgence treat. Low-fat, organic and natural confectionery demand appears strong.

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RESEARCH

METHODOLOGY

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1.Research Process

1.Formulation of the objective of the study of the problem

Desigining method for data data collection.

Selecting the method size.

Collecting the data

Reporting and interpretation the finding

Processing and analyzing the data

Find the conclusion

Limitation of study

2.Objective of The Study

Primary Objective:

1) To find out retailers who are in the business of chocolates and do not sale Cadbury products.

2) To give reasons for that.

3) Suggestion for the company from retailers

Secondary Objective:

To increase their market share by approaching to retailers who sell products of Cadbury and who are interested to sell.

To have a good image in the eyes of retailers.

Research Design-A Research Design is simply the framework or plan of a study that is

used as guide in collecting and analyzing the data. It is a blueprint that is followed in completing a study.

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“A research design is the plan, structure and strategy of investigation conceived so as to obtain

answers to research questions and to control variance”.

The research carried out is a descriptive research where the purpose is to go through an

intensive study of the target segment.

Sample design- I have done my survey in markets of Meerut.

Sample techniques-The data has been collected through random sampling from the retailers

of Meerut who are in the business of chocolates.

Universe Size-

The universe is the entire group of items the researcher wishes to study.

Since my survey was confined to be done in Meerut This universe size having a sample of 18

markets and 650 respondents.

Primary data: I have used primary data collection method to get the response from the

respondents.

Data Collection:-Collection of data

1) Through well framed questionnaire.

2)Through direct interaction.

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Secondary data:-

Data has collected by taking interview of shopkeepers of following markets of Meerut:-

1) GANGANAGAR

2) KANKARKHERA, RAJBAN AND BOMBAY BAZAR

3) GARH ROAD

4)KAILASH PURI

5) BHURAHANA GATE

6)SHASTRINAGAR AND BLOCK MARKET

7)BAGPAT RAOD

8)R.G. ROAD

9)EVES ROAD

10)JAGRITI VIHAR

11) SAKET

12)PHOOLBAGH & S.K. ROAD

13)PALLAV PURAM

14)RITHANI

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15)SADAR BAZAR

16)TOPKHANA &KASERUKHERA

17)JAIL CHUNGI

18)ISLAMABAD AND PRAHLAD NAGAR

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DATAANALYSIS

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name of the market Bagpat Roadno of counters visited 40no of old counters 31No visit of salesman 5do not sale products 0buy from wholesale 4

no of coun-ters visited

no of old counters

no visit of salesman

do not sale products

buy from wholesale

0

5

10

15

20

25

30

35

40

45

Bagpat Road

Bagpat Road

Main problem of not opening of new counters in Bag pat road is:-

3) No visit of salesman.4) Retailers buy products from whole sell.

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Name of the market

Ganga Nagar

no of counters visited

40

no of old counters 37salesman do not visit

0

do not sale products

0

buy from wholesale

3

no of counters

visited

no of old counters

salesman do not

visit

do not sale products

buy from wholesale

05

1015202530354045

Ganga Nagar

Ganga Nagar

At this markets only few shops were there who did not buy products from company’s distributors and they buy from whole sellers.

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Name of the market Shastri nagar& block market

no of counters visited 64no of old counters 44No visit of salesman 11do not sale products 9buy products from wholesale

0

no of counters

visite

d

no of old co

unters

No visit

of salesm

an

do not sale pro

ducts

buy pro

ducts fr

om wholesa

le0

20

40

60

Shastri nagar& block market

Shastri nagar& block market

In this market main issue was:-

1) No visit of salesman i.e. 17%2) Not interested in chocolate selling i.e. 14%

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Name of the market

SADAR

no of counters visited

33

no of old counters 26salesman do not visit

3

do not sale products

4

buy from wholesale

1

no of coun-ters visited

no of old counters

no visit of salesman

do not sale products

buy from wholesale

05

101520253035

SADAR

SADAR

In this market:-

1) Problem of no visit of salesman i.e. 9%2) Not interested in chocolate selling i.e.12%3) Only 3% retailers buy from whole sell

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Name of the market

Saket

no of counters visited

20

no of old counters 18No visit of salesman

2

not sale products 0buy from wholesale

0

no of counters visited

no of old counters

No visit of salesman

not sale products

buy from wholesale

0

5

10

15

20

25

Saket

Saket

In this market main problem was no visit of salesman that was10%.

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Name of the market RITHANIno of counters visited

19

no of old counters 9No visit of salesman 2do not sale products 5buy from wholesale 1

no of counters visited

no of old counters

No visit of salesman

do not sale products

buy from wholesale

02468

101214161820

RITHANI

RITHANI

This market was not potentially efficient as we can see from graph:-

1) 26% retailers were not interested in chocolate selling.2) 11% retailers have no visit of salesman.3) 6% retailers were purchasing from whole sell market.

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Name of market R.G. Roadno of counters visited

62

no of old counters 43salesman do not visit 9do not sale products 10buy from wholesale 0

no of coun-ters visited

no of old counters

no visit of salesman

do not sale products

buy from wholesale

010203040506070

R.G. Road

R.G. Road

In this market following were the reason of not opening of new outlets:--

1) 16% retailers were not interested in chocolate selling.2) 15% retailers did not have visit of salesman.

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NAME OF MARKET Phoolbagh & S. K. Road

NO OF COUNTERS VISITED 40NO OF OLD COUNTERS 21NO VISIT OF SALESMAN 18NOT SALE PRODUCTS 0BUY PRODUCTS FROM WHOLESALE

1

010203040

Phoolbagh & S. K. Road

Phoolbagh & S. K. Road

Visit of salesman was main reason of not opening of new counters as from the graph 1) 45 % counters did non have any visit of salesman2) 3% retailers buy from whole sell market

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NAME OF MARKET PALLAV PURAMNO OF COUNTERS VISITED 52NO OF OLD COUNTERS 31NO VISIT OF SALESMAN 9COUNTERS DO NOT SALE PRODUCTS

3

BUY PRODUCTS FROM WHOLESALE

9

0102030405060

PALLAV PURAM

PALLAV PURAM

From graph reasons of not opening of new counters are as follows:-

1) 11.3% retailers did not have any visit of sales man2) 6% retailers were not interested in selling of chocolates.3) 17.3%retilers buy products from whole sell.

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Name of the market Islamabad &Prehladnagar

no of counters visited 21no of old counters 12No visit of salesman 2do not sale products 7buy from whole sell market

0

0

10

20

Islamabad &Prehladnagar

Islamabad &Prehladnagar

This market was not potentially efficient as from the graph the main problem of not opening of new counters is:-

1) 33% retailers were not interested in selling of chocolates 2) 10% retailers did not have any visit of salesman

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Name of the market

Garh Road

no of counters visited

36

no of old counters 28No visit of salesman

6

not sale products 0buy from whole sale

2

no of coun-ters visited

no of old counters

No visit of salesman

not sale products

buy from whole sale

05

10152025303540

Garh Road

Garh Road

It is clear from the graph that main problem of not opening of new counters was visit of sales man as faro graph :-

1)17% retailers did not have any visit of salesman.

2) 6% retailers buy products from whole sell.

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Name of the market Eves Roadno of counters visited 48no of old counters 45No visit of salesman 3do not sale products 0buy from wholesale 0

no of coun-ters visited

no of old counters

No visit of salesman

do not sale products

buy from wholesale

0

10

20

30

40

50

60

Eves Road

Eves Road

This graph is showing that main problem of not opening of new counters was no visit of salesman as 6% retailers did not have any visit of salesman.

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Name of the market Jagriti viharno of counters visited

55

no of old counters 52no visit of salesman 3do not sale products 0buy from whole sale

0

no of coun-ters visited

no of old counters

no visit of salesman

do not sale products

buy from whole sale

0

10

20

30

40

50

60

Jagriti vihar

Jagriti vihar

Again visit of salesman was a problem, in the opening of new counters as according to graph 5% retailers did not have any visit of salesman.

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Name of the market Kailashpuri & Bhurana Gate

No of counters visited 32no of old counters 32salesman do non visit 0do not sale products 0buy products from wholesale

0

No of counters

visite

d

no of old co

unters

salesm

an do non visit

do not sale pro

ducts

buy pro

ducts fr

om wholesa

le05

101520253035

Kailashpuri & Bhurana Gate

Kailashpuri & Bhurana Gate

All the retailers were selling products of Cadbury. (To whom I met.)

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NAME OF MARKET Kankar khera, Rajban & Bombay bazar

NO. OF COUNTERS VISITED 92 NO OF OLD COUNTRS 74NO VISIT OF SALES MAN 4COUNTERS DO NOT SALE PRODUCTS

14

BUY PRODUCTS FROM WHOLE SALE

0

NO. OF COUNTE

RS VISI

TED

NO O

F OLD

COUNTRS

NO VISIT O

F SALE

S MAN

COUNTERS D

O NOT SA

LE PRODUCTS

BUY PRODUCTS

FROM

WHOLE

SALE

020406080

100

Kankar khera ,Rajban & Bombay bazar

According to the graph problem of not opening of new counters were as follows:-

1) 15% retailers were not selling products.

2)4% retailers did not have visit of salesman.

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Name of the market Topkhana &kaserukhera

no of counters visited 35no of old counters 17No visit of salesman 8do not sale products 3buy from wholesale 7

no of counters

visite

d

no of old co

unters

no visit

of salesm

an

do not sale pro

ducts

buy fro

m wholesa

le 0

15

30

Topkhana &kaserukhera

Topkhana &kaserukhera

According to the graph problems of not opening of new counters is:-

1) Visit of salesman.23% retailers did not have any visit of salesman.2) 9% retailers were not interested in selling of chocolates.3) 20% retailers buy products from whole sell.

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As opening of new counters was a part of my project so I am giving name of new outlets opened by me:-

NAME OF NEW OUTLETS OPENED :-

BLOCK MARKET:-

1) R.K. MEDICAL

2) Maa Ambey stores

3) TUSHAR GIFT CORNER

4) BABA LASSI BHANDAR

5) KAMAL MEDICINES

6)Gaurav Medical

7)Anand Store

8)Yaduvansi Stores

SHASTRI NAGAR MARKET:-

1)Rakesh stores

2)Gupta stores

3)Dew’s Gift Point

Kankar khera :-

1)pawan kirana

2)shivangi kirana

3)priyanka kirana stores

4)Swastic confec.

PALLV PURAM MARKET:-

1)VARUN general stores.

2)GANESH & SONS PROVISON STORES

3)Pusp medical

4)Bittu general stores

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5)Jai ambey stores:-

6)Payal stores

7)Tushar stores

8)Jindal dairy

9)Shyam shooping centre

TOP KHANA AND KASERU KHERA

1)Vashu general stores.

2)Agrawal pco

3)Agrawal and sons general stores.

4)Devendra chauhan stores

5) New Mittal stores

6)Prachi general stores

7)Kanchan gift shop

8) Kanchan shooping centre Delhi Road:-1)Sunny stores2) Sher- e- punjab stores

SADAR BAZAR:- 1) Deepak confec. 2) Paras stores 3) Anil provision GARH ROAD:-1)Gagan medical store2)Canteen garh adda3)Neel kanth medical store4)AVN medical store5)Agrawal kirana6)Tomar kirana:-new opened shop.7)Gaurav medical8)Ashoka medical

BAGPAT ROAD:-

1) Up asana medical store

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2) Jindal stores:- ‘’3) Parag confec.4) Anurag medical5) Shri radhey confectioner

ISLAMABAD & PRAHLAD NAGAR:-

1)Saquib kirana2)Shehzad provision stores.

PHOOL BAGH:-1) Chawla medical store2) Jan priya medical store3) Goyal video games4) Puskar dairy5) Jai shiv confec.6) Som medical7) Akhilesh provision store8) Goyal shopping centre9) Shree balaji confec.10) Saini confec.11) Maya medical store

SAKET1)Mangalik stores. 2)Arora stores.

RITHANI:-1) Pradeep pal kirana stores2) Swami confectioner

Jail chungi:

1)aditya confectioners

2) Raj lakshmi departmental store

Eves road

1)sanjay medical

 2)sachdeva medical

 3) abhishek confec.

Jagriti vihar

1)Bulbul kirana

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2)Classic kirana

3)Ashu provision

No. OF NEW OUTLETS 75NO VISIT OF SALESMAN 52START SELLING FOR THE FIRST TIME

18

PROBLEM WITH DISTRIBUTOR

0

SHOP REOPENED 5

NO VISIT OF SALESMAN

START SELLING FOR THE FIRST TIME

PROBLEM WITH DISTRIB-UTOR

SHOP REOPENED

1) 69% shops were not opened earlier due to no visit of salesman.2) 24% outlets started for the first time.3) 7% outlets were reopened.

   

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No. OF NEW OUTLETS 75NO VISIT OF SALESMAN 52START SELLING FOR THE FIRST TIME

18

PROBLEM WITH DISTRIBUTOR

0

SHOP REOPENED 5

No. OF N

EW O

UTLETS

NO VISIT O

F SALE

SMAN

START SE

LLIN

G FOR THE FI

RST TIM

E

PROBLEM

WITH D

ISTRIBUTOR

SHOP REOPENED

0

20

40

60

80

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STRATIGIES FOR EXPANSION OF OUTLETS:-

The supply chain that a product follows to get to the final consumer.

Identification of the most appropriate route to market is a crucial part of the business

development process for any company. When any product produced in the factory and the supply

of the finished goods to the end user, the whole process comes in the route to market. If we take

route to market of the RD Point to final consumer so this can be divided in to six stages:

Stage 1 – Market Viability

Stage 2 – Product Visibility

Stage 3 – Merchandizing

Stage 4 – Order Booking

Stage 5 – Product Supply

Stage 6 – Purchasing by final consumer

Market Viability-

Is there a potential market?

Witch market we want to cover this market is potential market are not, if in the

particular area of the market our potential customer are not there so definitely we are failed in

this particular area.

So the covering any new area of the market its very important things we see the market

viability is there are not.

Product Visibility-

After the selection of market we are making the product visibility in

the particular market because when any customer goes in the particular store or shop and at this

particular store our product visibility is maintain so definitely customers are attract to our

product.

The visibility of any product is playing very important role in the

selling of the product. When our product is visible in the market automatically its creates the

demand of the particular product.

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Merchandizing-

Merchandizing is also very important things in the selling of any

product. In the merchandizing our merchandiser goes to every shop in the particular route

according to their beet plan and maintains the shop with the help of hardware, posters, POPs,

flexures and other things that communicates to the shopper in the store.

In the merchandizing, merchandiser cover 40th outlet in the same day

and they are also maintain the visicooler & dispenser given by the company in the particular

outlet that’s helps improving the product visibility in the market.

Order Booking-

Order Booking is also very important things in the selling of any

product. in the order booking our RDSM cover a particular beet according to their beet plan.

According to the company norms a RDSM do the minimum 40th calls in a day in the particular

beet. And the end of the day RDSM reporting to our sales officer how many effective calls he is

doing.

A RDSM of the company play the measure role in the market he takes

the order to the shopkeeper and also collect the cash in the market.

72

Product Supply-

Supply is the crucial part of the FMCG business because when our

RDSM takes the order to the shopkeeper at that point of time and when we are delivered the

product to the shopkeeper in this process it’s very important when we are taking very less time to

the delivering the product its very good for the business but when we are taking more time to

delivering the product to the shopkeeper its very harmful for the any business.

I find out our supply lead-time is maximum 2 or 3 days and it’s very

helpful in the improving in the Cadbury business in the Gorakhpur city. But there is some chance

of the improving our supply system and we reduced our supply lead-time in the 1 or 2 days.

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Purchasing by final consumer-

When product parched by the final consumer and after the consuming the

product, what they respond they try to buy again or they are going another brand. Every

company wants his customer’s makes loyal for his product. When customer’s comes again for

the purchasing a particular brand than the company works end.

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RESULTS

AND

FINDINGS

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Points which I took into consideration during dealing or opening of new

counters/outlets:-

1) Greeting or wishing to the customer is an important step of selling, it creates a good

impression .As I was representing the company so I started with greeting /shake hands with the

customer (shop keeper).

2) INTRODUCTION: - I introduced myself on the behalf of company, gave introduction of

products with the help of product folder.

3) Then I asked questions regarding selling of products,

a)Are Cadbury products available in the shop?

If yes :-

Source of procurement:

i)Distributer

ii)Wholesale

Iii)Direct

if no then reason:-

i)No visit of salesman

ii)Problem of melting

iii)Problem with distributor

vi)Any other problem( payment, replacement etc.)

v) Not interested in sale

4)It is very important to create a link between the product and desire of customer, keeping this

thing in mind in tried to convince shop keeper to sell products of Cadbury. For example: -

Cadbury dairy milk chocolates get melt in summers then I suggested to sell chocolates with

wafer outside more, like five star, milk treat, perk etc.because these generally do not melt as

faster as dairy milk melt. This problem was generally with the shopkeepers who did not have

cooling system.

5) I told about various facilities and schemes given by company and other benefits like

replacement facility of expired products.

6) Some products like perk popper, bourn vita little champs were introduced with the help of

advertisement shown on TV.

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-: RESULTS AND FINDINGS:- After data analysis I found following problems which are hurdles in the opening of new counters

in the market of Meerut:-

1) No visit of sales man: - In the market I found that salesman did not meet all the

shopkeepers. They used to meet only those counters which are regular in payment and

potentially efficient to deal.

2) Whole sell market: - Prices of products in the whole sell market were less then prices of

distributors. So kirana stores, medical stores and panwalas buy products from whole sell

according to the demand. For ex. Price of Rs 20 bourn vita is RS 17 in whole sell and

distributor’s price for the same was Rs18.35.

3) )Melting Problem:-Chocolates like dairy milk get melt in summers due to high

temperature so shopkeepers who did not have cooling system are not ready to buy chocolates. It

was a problem in opening of new counters.

4) Not interested in chocolate selling: - Some of the shops which were small and near to

big bakeries and confectionaries did not sale products due to low sale of chocolates.

5) Shops which are near to schools and colleges usually do not keep chocolates when schools

and colleges are closed.

6) Some of the markets were not potentially efficient and demand of chocolates was very low.

Shop keepers did not sell chocolates of more than Rs 5.only few were there who sell chocolates

of Rs 5 and above.

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RECOMENDATIONS:-

Points where company should pay attention and are reason of not opening of new

counters:-

1) Whole sell market:- Prices of products in the whole sell market is less then company so

kirana stores , medical stores and panwales buy products from whole sell according to their need

and demand. For ex. Price of Rs 20 bourn vita is RS 17 in whole sell and Rs18.35 in company.

2)Melting Problem:-Chocolates like dairy milk get melt in summers due to high temperature

so shopkeepers who do not have cooling system are not ready to buy chocolates. It is problem in

opening of new counters.

3)Jo dikhata hai who bikta hai:- Company should provide posters banners etc. by which

shopkeepers make costumers aware that he sell chocolates of cadbury.This problem comes

mainly in potentially low markets like rithani topkhana etc.

4) Some of the markets need more focus are:-

Rithani, Topkhana, kaserukhera, Jail chungi, phoolbagh, Islamabad etc.

These markets are potentially low markets where sell of chocolates are very low. And they

buy from whole sell if required.

5) Rdsm of kailashpuri, Bhurana gate concentrate mainly on confectionary, kirana and bekrries,

and pay low attention on medical stores and small shops.

6) Sales men’s visit problem: - RDSM were dealing only those counters which are

potentially efficient, normaly regular in payments. They used to open only those new counters

which are potentially efficient and ready to deal 3 to 4 initial dealings in cash.

7) Some of the shops which are small and near to big bakeries and confectionaries do not sale

products due to low sale.

8) Shops which are near to schools and colleges usually do not keep chocolates when schools

and colleges are closed.

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-: CONCLUSION:-

During the summer training I worked with sales man of Cadbury who deal various markets of

Meerut. I got an enriching experience about selling and how to convince the customer to buy the

product or to win an order. Salesmen of Cadbury had much work experience (All had work

experience of 5 to 6 years). Working with World’s one of the top fmcg company like Cadbury

gave me practical experiences about nature of consumers, market and how to deal customers in

the practical life in a market. It was for the first time when I was in the market to deal with the

customers and company like Cadbury gave me great exposure about the markets, nature of

markets, nature of customers and how to deal with the customers. I also worked with the

distributors of Cadbury in Meerut and got knowledge and experience of distributor’s work. The

experience I got during my summer training was different from the class room experience.

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BIBLIOGRAPHY

1. www.englishstores.com/cadburyhistory/html

2. www.cadburyindia.com/cadtoday/cadworldwide.asp

3. www.cadburyindia.com/cadtoday/company.asp

4. www.cadburyindia.com/cadtoday/values.asp

5. www.cadburyindia.com/cadtoday/socialresp.asp

6. www.cadburyindia.com/brands/choco1.asp

7. www.cadburyindia.com/brands/choco2.asp

8. www. cadburyindia.com/brands/choco3.asp

9. www. cadburyindia.com/brands/choco7.asp

10.www. cadburyindia.com/brands/choco8.asp

11. www. cadburyindia.com/brands/snacs1.asp

12. www. cadburyindia.com/brands/bev1.asp

13. www. cadburyindia.com/brands/conf1.asp14.

www.iloveindia.com/economy-of-india/top50companies/cadburyindia.html

14.Marketing Management – Philip Kotler

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-: QUESTIONNAIRE:-

Following are the questions which were asked from shopkeepers to collect the

data:-

1) Type of outlet:-

a) Kirana

b) Provision store

c) Confectionery

c) Bakery

d) Medical store

e) Pan Walas

2) Are you sell products of Cadbury?

a) Yes

b) No

3) If yes then Source of procurement:-

a) Distributor

b) Whole sell

c) Both

d) Other sources

4) If no then reasons are:-

a) No visit of salesman

b) Problem with distributor

c) Other problems (cashpayment, replacement, melting problem etc)

d) Not interested in selling of chocolates

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