EXECUTIVE

SUMMARY

EXECUTIVE SUMMARY

The Cadbury·s India·s number one chocolate is able to share with their

market insights based upon unparallel breath of chocolate experience.

The merge in 1969 with Schweppes and the subsequent development of the

business have led to Cadbury Schweppes taking the lead in both, the

confectionery and soft drink market inside UK and becoming a major force

in the international market. Cadbury Schweppes today manufactures

product in 60 countries and a trade in staggering 120.

This project is a sincere effort to look for the market potential in chocolate

and confectionery industry. A descriptive research procedure had been

applied to come to the conclusions of the project. A detailed questionnaire

had been prepared and the responses of the concerned people had been

collected for the analysis.The project later concluded in recommending the

market potential of the chocolate and confectioneries.

INTRODUCTION

INTRODUCTION

The Cadbury·s Inc has taken the opportunity to offer us a broader view of

chocolate category.The Cadbury·s India·s no.1 Chocolate is able to share

with their market insights based upon unparalleled breath of chocolate

experience.

Cadbury has grown from strength to strength with new technologies being

introduced to make the Cadbury confectionary business, one of the most

efficient in the world.The merge in 1969 with Schweppes and the

subsequent development of the business have led to Cadbury Schweppes

taking the led in both, the confectionary and soft drink market inside UK

and becoming a major force in the international market. Cadbury

Schweppes today manufactures product in 60 countries and a trade in

staggering 120.The Cadbury story is a fascinating story of a family

business that grew in one of the biggest, most loved chocolate brand in the

world. A story that you remember as the story of ´The taste of life.

COMPANY

PROFILE

Company Overview

Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination

of Kraft Foods and Cadbury creates a global powerhouse in snacks,

confectionery and quick meals.

With annual revenues of approximately $50 billion, the combined company

is the world's second largest food company, making delicious products for

billions of consumers in more than 160 countries. We employ approximately

140,000 people and have operations in more than 70 countries.

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 "make today delicious" captures the spirit of what we are

trying to achieve as a business. We make delicious foods you can feel good

about. Whether watching your weight or preparing to celebrate, grabbing a

quick bite or sitting down to family night, we pour our hearts into creating

foods that are wholesome and delicious.

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 in India 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 billion-dollar 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 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

advise 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, as a combined company with an unmatched portfolio in

confectionery, snacking and quick meals, we are poised in our leap towards

quantum growth. We are the world's No.1 Confectionery Company. And we

will continue to “make today delicious”!

Who are We

Consumers Inspire us.

To make today delicious, we begin with our consumers.

We listen, we watch and we learn.

We understand their joys and their challenges because we’re consumers too.

What we do.

We make delicious foods you can feel good about.

Whether watching your weight or preparing to celebrate, grabbing a quick

bite or sitting down to family night, we pour our hearts into creating foods

that are wholesome and delicious.  

Our reach.

We believe we can make a delicious difference, everywhere.

We’re constantly looking for fresh ideas to improve our workplace, our

partnerships, our communities and our world.

How we behave – Our Values

We understand that actions speak louder than words, so at Kraft Foods:

We inspire trust.

We act like owners.

We keep it simple.

We are open and inclusive.

We tell it like it is.

We lead from the head and the heart.

We discuss. We decide. We deliver. 

How we grow.

We focus on creating sustainable, profitable growth. And our strategies

guide our efforts:

Build a high performing organization

Reframe our categories

Exploit our sales capabilities

Drive down costs … without compromising quality 

About our people.

It takes great people to make great brands. Our approximately 140,000

diverse employees around the world are the reason we succeed.

Corporate Social Responsibility

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

We are committed to responsible environmental, health and safety

management. We aim to look after 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!

Dam 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!

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 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.

IMPORTANCE

AND

SCOPE

HISTORY

Cadbury is a very old trusted name. It all started in Birmingham in

England when John Cadbury started his family grocery shop with

side business of cocoa and chocolate products in around 1824. His two

sons, Richard and George, expanded their family business of cocoa and

chocolate. Bournville, a town near Birmingham, was build by them

as a part of expansion of their business.

TARGET MARKET

• THE INDIAN CHOCOLATE MARKET IS VALUED AT

RS. 650 CRORES (I.E. RS. 6.50 BILLION) A YEAR.

THE INDIAN CHOCOLATE BAZAAR IS ESTIMATED

TO BE IN THE REGION OF 22,000-24,000 TONNES

PER ANNUM, AND IS VALUED IN EXCESS OF US$ 80

MILLION.

• INDIA'S METROS PROVING TO BE THE BIG DRAW

CLOCKING PENETRATION IN EXCESS OF 15

PERCENT. NEXT, COMES THE RELATIVELY SMALLER

CITIES/TOWNS WHERE CONSUMPTION LAGS AT ABOUT 8

PERCENT. CHOCOLATES ARE A LUXURY IN THE RURAL

SEGMENT, WHICH EXPLAINS THE MERE 2 PERCENT

PENETRATION IN VILLAGES. THE MARKET PRESENTLY HAS

CLOSE TO 60MN CONSUMERS AND THEY ARE MAINLY

LOCATED IN THE URBAN AREAS.

MARKETING OBJECTIVES

• GROW SHAREHOLDER VALUE…OVER THE LONG TERM

• CADBURY IN EVERY POCKET

• MARKETING STRATEGY IS AIMED AT ACHIEVING THIS

VISION BY GROWING THE MARKET, BY APPROPRIATE

PRICING STRATEGY THAT WILL CREATE A MASS MARKET

AND TO HAVE OFFERINGS IN EVERY CATEGORY TO WIDEN

THE MARKET

MARKET SEGMENTATION

• MARKET SEGMENTATION IS THE PROCESS IN MARKETING

OF GROUPING A MARKET (I.E. CUSTOMERS) INTO SMALLER

SUBGROUPS. THESE MARKETS ARE OFTEN TERMED NICHE

MARKETS OR SPECIALTY MARKETS

• THE PURPOSE OF SEGMENTATION IS TO IDENTIFY AND

TARGET PRIME CUSTOMER GROUPS (EG THE 20% THAT

ACCCOUNT FOR 80% OF YOUR SALES) SO THAT YOU GET

MAXIMUM RETURN FROM A LIMITED MARKETING BUDGET

PRODUCT VARIANTS

• CURRENTLY CADBURY INDIA OPERATES IN FOUR

CATEGORIES VIZ. CHOCOLATE CONFECTIONERY, MILK

FOOD DRINKS, CANDY AND GUM CATEGORY

• CADBURY DAIRY MILK, 5 STAR, PERK,ÉCLAIRS AND

CELEBRATIONS

• CANDY CATEGORY HALLS

• BUBBLE GUM BRAND BUBBALOO

• BOURNVITA - THE LEADING MALTED FOOD DRINK (MFD)

PRODUCT INNOVATIONS

• 5 STAR:

CONSUMER FEEDBACK SUGGESTED THAT THE OLD 5 STAR

WAS TOO CHEWY, AND PEOPLE COMPLAINED OF IT

STICKING TO THEIR TEETH. IT WAS MADE SOFTER AND

MELTED EASILY IN THE MOUTH & INTRODUCED AS 5 STAR

CRUNCHY

• PERK: PERK WAS MADE MUCH LIGHTER AND THE SIZE OF THE BAR

INCREASED TO MATCH NESTLE’S MUNCH. PERK HAD BEEN

UNDER FIRE FROM NESTLE’S DEADLY DUO OF KITKAT AND

MUNCH, BUTAFTER THE RELAUNCH, ITS MARKETSHARE IS

TWO PER CENTMORE THAN KITKAT’S. AND, THE FIVE-YEAR-

OLD BRAND IS NOWALMOST AS BIG AS THE DECADES-OLD

5STAR IN SIZE, BOTH IN THE REGION OF RS 50-55 CRORE.

• HEROES:

PACKAGING INNOVATION HAS PLAYED A VITAL ROLE IN

REVAMPING OF VARIOUS CADBURY’S BRANDS.HEROES

BRAND IS SIMPLY A MULTI-PACK WITH MINIATURES OF ALL

ITS MOST POPULAR BRANDS IN A SINGLEOUTER CASE.

PACKAGING

THE PACKAGING WAS CHANGED TO INCLUDE A SEALED

PLASTIC WRAPPER INSIDE THE OUTSIDE FOIL. CADBURY’S

LAUNCHED A NEW 'PURITY-SEALED' PACKAGING FOR ITS

FLAGSHIP PRODUCT, CADBURY DAIRY MILK. OVER THE

NEXT FEW WEEKS CADBURY WILL WORK TOWARDS

INTRODUCING EITHER A HEATSEALED OR A FLOW-PACK

PACKAGING THAT OFFERS A HIGH LEVEL OF RESISTANCE

TO INFESTATION FROM IMPROPER STORAGE. CADBURY

INVESTED NEARLY RS 25 CRORE (RS 250 MILLION) THISYEAR

ON NEW MACHINERY FOR THE PROVED

PACKAGING.

STRATEGY

• CADBURY HAS FOLLOWED A WELL-PLANNED STRATEGY OF

FUELLING VOLUME GROWTH BY INTRODUCING SMALLER

UNIT PACKS AT LOWER PRICE POINTS. SIMULTANEOUSLY,

THE COMPANY SEEMS TO HAVE ASTUTELY JUGGLED WITH

THE LARGER PACK SIZES AND RAISED PRICES TO A DEGREE

HIGHER THAN WHAT APPEARS AT FACE. HIRES AT KEARNEY

TO CURB COSTS .

• CADBURY INDIA APPOINTED MANAGEMENT CONSULTANCY

FIRM AT KEARNEY TO DRAW UP A STRATEGY TO CONTROL

COSTS IN SEVERAL AREAS, INCLUDING SOURCING OF RAW

MATERIALS AND PACKAGING.

• THE CONSULTANCY FIRM WILL ALSO LOOK AT THE

SOURCING OF DIRECT AND INDIRECT MATERIALS LIKE

RENEGOTIATING WITH SUPPLIERS FOR LONGER TERM

CONTRACTS AND VENDOR MANAGEMENT. OTHER COSTS

(INDIRECTEXPENSES) LIKE TRAVEL COSTS AND

HOTELSWERE ALSO BEING STUDIED.

EARNINGS SENSITIVITY

FACTORS

• COCOA BEAN PRICES: DOMESTIC AS WELL AS

INTERNATIONAL

PRICES OF KEY RAW MATERIAL - COCOA HAVE SIGNIFICANT

IMPACT ON MARGINS.

• EXCISE DUTIES : CHANGES IN EXCISE LEVIED ON MALT

AND CHOCOLATE INFLUENCES END PRODUCT PRICES AND

THEREBY VOLUME GROWTH AS WELL AS MARGINS.

• CHANGES IN CUSTOM DUTIES AND FOREIGN EXCHANGE

FLUCTUATION: AS 20% OF RAW MATERIAL IS IMPORTED,

CHANGES IN CUSTOM DUTIES & FOREIGN EXCHANGE

FLUCTUATIONS HAVE SIGNIFICANT IMPACT ON THE FINAL

COST OF THE PRODUCT.

• COMPETITION FROM MNCS LIKE NESTLE AS WELL AS

IMPORTED BRANDS. INCREASING COMPETITION PUTS

PRESSURE ON ADVERTISEMENT BUDGET AND MARGINS.

HOWEVER ON THE POSITIVE SIDE, IT HELPS IN EXPANDING

THE MARKET.

PLANT LOCATIONS

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.THESE

FACTORIES CHURN OUT CLOSE TO 8,000 TONNES OF

CHOCOLATE ANNUALLY.

DISTRIBUTION

• CHOCOLATE NEEDS TO BE DISTRIBUTED DIRECTLY,

UNLIKE OTHER FMCG PRODUCTS LIKE SOAPS AND

• DETERGENTS, WHICH CAN BE SOLD THROUGH A

WHOLESALE NETWORK. 90% OF CHOCOLATE PRODUCTS

ARE SOLD

• DIRECTLY TO RETAILERS.

• CADBURY'S DISTRIBUTION NETWORK USED TO

ENCOMPASSES 2100 DISTRIBUTORS AND 450,000 RETAILERS

• TO AVOID CANNIBALIZATION OF ITS HIGHER PRICED

PRODUCTS FROM LOWER PRICED ONES, CADBURY IS

• SETTING UP TWO SEPARATE DISTRIBUTION CHANNELS –

ONE FOR CORE BUSINESS & OTHER FOR MASS MARKETS

NATURE OF RETAIL OUTLET

• CHOCOLATES ARE PRIMARILY SOLD THROUGH KIRANA

STORES, GIFT STORES, MEDICAL STORES, CANTEENS,

• PAN-BIDI STORES, BAKERIES, SWEETSHOPS ETC. THIS IS

TRUE FOR CHOCOLATES ALSO. THE SPACE ALLOCATED FOR

• THE CHOCOLATES WAS LESS WHEN COMPARED TO THE

TOTAL AREA OF THE SHOP. OF THE SPACE ALLOCATED FOR

• CHOCOLATES, CADBURY BRANDSOCCUPIED MORE THAN

NESTLE BRANDS.

DEVELOPING A BRAND

A brand identity is the message sent out by the brand through its name,

product shape and design, visual symbols (such as logos), advertising etc.

This identity needs to be planned by brand management, as this is key to

gaining market acceptance and leadership.

The Brand Pyramid - Brand Meaning

Brand core

Brand proposition

Brand style

Brand themes

A brand pyramid can help managers plan and analyze a brand’s identity. The top tier

of the pyramid consists of brand core. Brand core values are the

genetic code of the brand and remain the same overtime. Closely related to these

values is the brand proposition : the promise the brand makes to the consumer. This

proposition should be easy to understand and appeal to the target market. The middle

tier represents the brands style or elements of the brands’ identity that represents the

self image of the brand of the brand and need to be relatively stable over time. The

base of the pyramid is formed by the brand themes which are concerned with the brand

The top tier of the pyramid consists of the br and core.

Brand core

physical appear ance etc. Brand themes are flexible and change with

currently communicate through its advertising, packaging, fashion, technological

developments and changing consumer tastes.

.

The brand pyramid helps managers understand the strengths of the brand and ensure

consistency of its message. This also helps to identify the opportunities for brand

stretching and brand extensions. A brand extension is the use of a well known brand

name on a new product category. We will discuss this in relation to the DAIRY MILK

brand. Brand starch ing is the use of an established brand name in unrelated markets or

product categories , e.g. using a well known designer name on cosmetics, clothes,

sunglasses etc, such as “John Rocha Waterford Crystal”

CADBURY: THE BRAND

The brand CADBURY enjoys a high level of brand equity. Researches show 90% of

the people recognizes the brand while 74% state that when it comes to chocolate only

CADBURY will do.

There are three main brand name strategies:

Family brand names: The parent brand is also known as an “umbrella” brand. This

term is given to product ranges where the family brand name is used for all products.

physical appear ance etc. Brand themes are flexible and change with

The advantage of this approach is the positive associations with the parent brand will

transfer to all sub brands. The risk however is that that if one brand is unsuccessful or

falls into disrepute, the reputation of the complete family of brands can be tarnished.

Cadbury is a family brand .\

Individual brand names (multi brands): in this case each brand is created and

named separately and has separate identity. Using a family brand may not be that

suitable as brand values may be far apart.

Combination brand names: This approach allows for the optional use of the

corporate brand name, while allowing an individual brand to be identified, e.g.

Cadbury Dairy Milk.

Individual brand names (or multibrands):In this case eachIndividual brand names (or multibrands):In this case each

Cadbury uses a combination of brand strategies. The family brand ,Cadbury is linked

with its famous sub brands , i.e. Cadbury Crème Egg, Cadbury Roses and Cadbury

Flake to name a few. The family brand identity is style communicated by packaging

with the Cadbury corporate purple color and the distinctive Cadbury script logo. The

sub brand is then distinguished by its own individual livery.

Recently marketers have identified particularly strong family or corporate brands as

MASTERBRANDS. Cadbury is such a brand. However, a true Masterbrand is more

than name of the company – it incorporates the company’s mission, vision and values,

representing them in a way that is easily understood by consumers. IBM is another

example of MASTERBRAND.

Cadbury’s core brand values include "life’s everyday pleasures that make us feel good

and never let us down. As a reward or a pick me up, we consumer s trust Cadbury

chocolate to make us feel better

BUILDING A MEGABRAND: CADBURY DAIRY MILK

In the last year there has been a major development in brand strategy at

Cadbury y Ireland. The Cadbury Dairy Milk brand has been stretched to

become a family brand in its own right. Of all the successful Cadbury brands,

the one with the greatest loyalty is Cadbury Dairy y Milk. In 2002 more than

19 million Dairy y Milk products were sold. Cadbury y made a strategic

marketing decision to leverage the value of the Dairy Milk brand (i.e.

optimize the market potential of the brand ) by elevating it to a Megabrand or

range brand.

A Megabrand or range brand spans an entire range of products, creating,

relationships with products which may have been previously unseen by

customers.

The rationale for a mega brand:

1. The Megabrand concept can help provide structure and unity to a strategy.

2. A Megabrand strategy can add visibility to products and provide greater

credibility to consumer s for a variety of offers under the brand. In addition,

it is easier for consumer to try new offers from their trusted brand.

Megabrands provide economies of scale as the fixed costs of maintaining a

brand name can be spread across the sales of numerous product lines.

Creating and maintaining brands has become very expensive. Stand alone it

increasingly difficult to compete with Megabrands.

Other factor s leading to the emergence of the Megabrand include growing

Pressures and greater global competition. Megabrands are better resourced

Family brand names:The parent brand is also known as an

and have a greater chance of success than standalone brands.

SCOPE OF THE MEGABRAND

When developing a Megabrand, products are chosen for inclusion on the

basis of their compatibility with the brand’s identity. For Cadbury, the

(blocks) chocolate brands were included as they were perceived as variants

of Dairy Milk. The core proposition of the new Dairy Milk Megabrand could

be described as ‘delivering recipes for lives upbeat occasions - i.e. no matter

what your humor or the occasion, Cadbury Dairy Milk will provide the

perfect accompaniment’

Two products in the Cadbury range created a dilemma: Wispa and Caramel.

Both were standalone products with distinctive identities. Both had a loyal

consumer base high should not be abandoned. To incorporate these products

into the Dairy Milk range called for a fresh strategy.

Both were blocking chocolate and provided a fit with the Dairy Milk

Megabrand. Their inclusion provided the opportunity to further leverage.

The Dairy Milk Megabrand without alienating loyal consumer s. The new

Dairy Milk Bubbly brand benefited from a new name which better conveys

the distinctive "mouth feel" of Wispa. The new aerated chocolate product

now in square form, which is also easier to break, proved popular. Test

showed that 85% of Wispa consumers were likely to buy Dairy Milk showed

that 85% of Wispa consumers were likely to buy Dairy Milk, while 89% of

Caramel customers indicated their likelihood to buy the new Dairy Milk

Caramel.

Other range refreshment initiatives involved deleting some products such as

Banoffi while incorporating new variants like Cadbury Dairy Milk Orange

Shots. This approach will keep the range fresh!!!!!!!

CADBURY AND ITS PRODUCTS

Cadbury Boost is a chocolate bar made by Cadbury Ireland in the Republic

of Ireland, and sold in the UK by Cadbury UK and also sold in

Australia and South Africa. Its wrapper says that it consists of milk

chocolate with caramel and biscuit filling. The wrapper also states that Boost

is "Charged with glucose."

Cadbury Brunch Bar is a bar of cereals (oats, bran flakes and crispies)

bound with honey and half covered in milk chocolate. They come in a

variety of flavours: Raisin, Hazelnut, Apricot & Almond, Cranberry &

Orange, Fruit & Nut, Mixed Berry, Chocolate Chip and Toasted Coconut

and is made by Cadbury UK.

They are breakfast type bars that are quick to eat in, and ideally as a slightly

healthier and more wholesome snack option to chocolate bars.

Cadbury Caramilk is a caramel-filled chocolate bar made by Cadbury

Adams in Canada. It was first sold in 1968.[1]

Variations available, some of them limited editions, include Caramilk made

with dark chocolate maple, chocolate, or cappuccino. "Chunky" (thicker)

versions called Caramilk "Thick" and cylindrical versions called "Caramilk

Rolls" (similar to Rolo) have also been introduced.

Crispy Crunch is a hard chocolate bar with a crispy peanut flake inside that

is made by Cadbury. Crispy Crunch is sold in Canada. Crispy Crunches

were sold in the United States for a brief time in the 1990s by the food

distribution arm of Pro Set, the collectible card company. Pro Set went

bankrupt, resulting in Crispy Crunch no longer being available in the United

States. A lower-calorie version of Crispy Crunch was available for a limited

time in the mid-1990s. The original manufacturers, Neilson, sold all their

chocolate brands to Cadbury in 1996, though packaging continued to feature

the Neilson logo for a few years. Since Cadbury began manufacturing of the

chocolate bar, the recipe has changed in that it is less salty and more sweet

as it has a more of the crunchytopaz coloured candy coating around the

centre.

(a) Bar and a Half

In June 2009 Cadbury launched the "Cadbury Dairy Milk Bar and a Half"

range as a replacement to the Cadbury Dairy Milk "8 chunk" across several

Dairy Milk variants. The concept is that the bar is to be more "portionable",

so parts of the bar can be "saved for later" although the bar is the same as the

old 8 chunk but in Fruit and Nut, Whole Nut and Standard. This bar has the

new logo and packaging.

A similar technique has been introduced with Cadbury Double Decker and

Cadbury Boost bars. However instead of larger bars, two separate bars are

packaged together and are called "Duo". Both brands received a packaging

refresh at the same time.

Cadbury Dairy Milk Caramel is a chocolate bar that is part of the Cadbury

Dairy Milk brand and is made by Cadbury UK and Cadbury Ireland. The bar

is sold in the United Kingdom and Ireland. The bar was first launched in

1976, originally called Cadbury Caramel until 2003, when it was renamed.

In early 2009 it was relaunched, with the Caramel name re-emphasised as

the main on-pack brand, and the Dairy Milk brand reduced in size. he

product is a Cadbury Dairy Milk chocolate bar semi-divided into blocks

each of which has a caramel filling. The blocks vary in shape and number

according to the size of the bar, but on all bars, the blocks are stamped with

the word Cadbury on the top.

Cadbury Celebrations :

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.

 

Cadbury five star

Cadbury 5 Star needed to introduce an element of surprise in its eat

experience to gain share among lapsed consumers. To do this the variant

Cadbury 5 Star Crunchy was launched- which still had the richness of

caramel, chewiness of nougat but also contained rice crispies. In o rder to

engage youth the campaign was executed acrossTV, radio, internet, outdoor

and print media.

Cadbury Perk:

A pretty teenager; a long line, and hunger! Rings a bell? That was how

Cadbury launched its new offering; Cadbury Perk 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.

Raageshwari started the trend of advertising that featured mischievous,

bubbly teenagers getting out of their 'stuck and hungry' situations by having

a Cadbury Perk. Cadbury Perk became the new mini snack in town and its

proposition "Thodi si pet pooja" went on to define its role in the category.

As the years progressed, so did the messaging, which changed with changes

in the consumers' way of life. To compliment Cadbury Perk's values, the

bubbly and vivacious Preity Zinta became the new face of Perk with the

'hunger strike' commercial in the mid 90's.

Cadbury Gems :

The 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.

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 Bournvita :

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.

INTRODUCING CADBURY AS AN AFTER DINNER SWEET

One of the biggest marketing strategy followed by Cadbury in India was

introducing Cadbury as an after dinner sweet. Indians are fond of having

dessert after their dinner. Cadbury aimed at replacing the traditional sweets.

Apart from its after dinner advertisement Cadbury targeted adults rather than

children. In most of its advertisements, the brand is endorsed and advertised

by adults rather than by children even though it basically sells chocolate.

Such type of advertisements have created a very wide range of consumers

for Cadbury. Its products are not limited to children alone. Adults like the

products of Cadbury as much as children do.

Another reason for Cadbury being such a successful brand was that it aimed

at replacing the traditional sweet custom so prevalent in India. Indians have

the habit of carrying sweets as gifts when they visit a friend or relatives.

Cadbury items became the new sweets. It was not only considered better but

also superior to carry Cadbury instead of the normal sweets. Cadbury also

aimed at selling in bulk during festive seasons such as diwali and rakhi.

Diwali and rakhi packs are designed to give a feel of the festivities going on.

They are exclusively indianised. The chocolate packs contain special

chocoloates such as dry fruits rich chocolates as people normally serve dry

fruits during diwali.

Cadbury Dairy Milk Wrappers Over the Years

COMMUNICATING STRATEGY

To promote the new dairy milk megabrand , Cadbury implemented

comprehensive “360 degree support” campaign. This involved a highly

coordinated set of promotional activities across various communications

channel each activity bearing

the same message . This approach is known as integrated marketing

communications and ensures that consumers receive a clear and consistent

message about a brand.

To promote the new Dairy MilkBrand core:This is the creed or genetic code of the brand;

campaign. This involved a highly Megabrand, Cadbury implemented aTo promote the new Dairy Milk

Brand core:This is the creed or genetic code of the brand;Megabrand, Cadbury implemented a

The 360 degree support campaign include a point

of sale competition to win a new look , new display units , a buy-two-get-

one free promotion on 100g bars, PR and advertisements in the trade press.

The result was that sales of the new Megabrand products exceeded targets

by 12 % !!

Section I.02 Cadbury Advertising Timeline Section I.03 1867 Cadbury Cocoa Essence began advertising. They highlighted the purity of the product with the slogan ‘Absolutely pure, therefore best’.

Section I.04 1900 Cadbury gained the help of a popular artist Cecil Aldin to create a series of posters and press adverts to advertise their products.

Section I.05 1920s-30s Cadbury promoted their products through the war by creating the ‘Chocolate Mystery Man’ character. He gave out free gifts, but only if he could be found.

Section I.06 1928 Cadbury Dairy Milk poster campaigns began using the iconic ‘glass and half’ slogan and image to stress its high milk content.

Section I.07 1930s Cadbury’s status as the nation’s favorite brand becomes the most important feature of the company’s advertising.

Section I.08 1938 150,000 people went on the factory tour every year. It began in 1902 to link people more closely with Cadbury.

Section I.09 1939 During the 2nd World War Cadbury Dairy Milk disappeared. Cocoa and chocolate was under government restriction and only rationed chocolate was sold.

Section I.10 1951 ‘The Bournville Story’, a film promoting Cadbury, was made and shown cinemas around the country.

Section I.11 1955 Cadbury Drinking Chocolate was one of the very first ads on commercial television in this year.

Section I.12 1957 Cadbury commissioned thirteen one-minute films shown as TV adverts. These ads described the harvesting of the Cadbury chocolate ingredient.

Section I.13 1959/60 Flake TV advertising began; it used the iconic theme of a woman sensually enjoying a bar of chocolate on her own.

Section I.14 1970-1974 Memorable television ads raised the sales of Cadbury Fruit & Nut and Whole Nuts by 73% (‘Everyone’s a Fruit & Nut Case’, ‘NUTS whole hazel nuts’).

Section I.15 1983 The Wispa Bar launched including televised ad campaigns featuring comedians and comic actors talking about the new bar.

Section I.16 1990 Cadbury World opened a £10 million replacement for factory tours. 350,000 people visited in the first year.

Section I.17 1996 Cadbury began a £10 million annual sponsorship of Coronation Street, reaching an audience of eighteen million people.

Section I.18 2007 The Cadbury ‘Gorilla’ ad premiered, immediately becoming one of the most popular adverts in recent years.

TV COMMERCIAL OF CADBURY

Cadbury’s Christmas Club advertisement Poster - 1935

Up until the year 1928, not a lot of money was put in to the

advertising of the products. By this year Cadbury’s was the best

selling chocolate company in Britain. The “Join our Christmas club

for Cadbury’s chocolates” poster is from the year 1935.

The advert has Santa Claus on it, by using Santa Clause it means

that the poster will appeal to children a lot more than it would if Santa

was not included in the poster, the idea is that children will see santa

in the poster and then want the chocolate for christmas. In the poster

there is also several cadbury’s products being shown, this means that

many of the products are being promoted rather that just one it also

shows the variety that Cadbury’s sells. The writing on the Poster says

“JOIN OUR CHRISTMAS CLUB FOR CADBURY’S CHOCOLATES”.

Notice how all of the letters are in capitals and the words “Christmas

Club” and “Cadbury’s” are larger than the rest of the words to make

them stand out so that attention is drawn to those words more than the

others.

The target audience for this poster would be everyone. The santa

clause image makes the poster attractive to children the bright

colours may also attract the attention of youngsters, and the fancy

and attractive packaging of the boxes of chocolates would appeal to

adults as the packaging looks attractive and it may appeal as a nice

Christmas present for adults to buy for eachother.

I think the message behind this poster advertising Cadbury’s Dairy Milk

Chocolate is that, By using Santa in the poster it promotes the idea of

Cadbury’s Chocolate being a product that you could give away as a

Christmas present, also because Santa clause is such an iconic figure to

children, if I child sees a poster with Santa on it they will immediately be

intrigued to know what the poster is about therefore I think the message of

this poster is that you should buy this product because santa likes it, so you

will like it to.

This advert is dramatically different from the most recent adverts shown on

T.V and in poster form. The advert is much more old fashioned, naturally,

compared to the adverts which are produced now a days by Cadbury’s. The

colours used in the modern posters are very bright and attractive the

“Cadbury’s Colour” is purple so there tends to be a purple theme throughout

all of the posters and adverts where as in the early days of Cadbury’s this

wasn’t particularly the case, also in the latest adverts there tends to be a

slogan or jingle but in some of the earlier promotions of the products there

was no catchy slogan.

HYPOTHESIS

HYPOTHESIS

A hypothesis consists either of a suggested explanation for an

observable phenomenon or of a reasoned proposal predicting a possible

causal correlation among multiple phenomena. The term derives from the

Greek, hypotithenai meaning "to put under" or "to suppose." The scientific

method requires that one can test a scientific hypothesis. Scientists

generally base such hypotheses on previous observations or on extensions of

scientific theories. Even though the words "hypothesis" and "theory" are

often used synonymously in common and informal usage, a scientific

hypothesis is not the same as a scientific theory.

Hypothesis may be defined as a proposition or a set of proposition set

forth as an explanation for the occurrence of some specified group of

phenomenon either asserted merely as a provisional conjecture to guide

some investigation or accepted as highly probable in the light of established

facts. Quite often a research hypothesis is a predictive statement, capable of

being tested by scientific methods, that relates an independent variable to

some dependent variable.

NULL HYPOTHESIS

A null hypothesis is a hypothesis (within the context of statistical

hypothesis testing) that might be falsified on the basis of observed data. The

null hypothesis typically proposes a general or default position, such as that

there is no relationship between two quantities, or that there is no difference

between a treatment and the control. The term was originally coined by

English geneticist and statistician Ronald Fisher.

The null hypothesis (often denoted by H0) formally describes some aspect of

the statistical "behaviour" of a set of data.

The Null Hypothesis is of this project report is that customers are highly

satisfied.

ALTERNATE HYPOTHESIS

Alternative hypothesis is the "hypothesis that the restriction or set of

restrictions to be tested does NOT hold." Often denoted H1. Synonym for

'maintained hypothesis.' The Alternate Hypothesis of this project report is

that customers are not satisfied.

R E S E A R C H

M E T H O D O L O G Y

Research Methodology

The purpose of methodology is to describe the process involved in research

work. This includes the overall research design, data collection method, the

field survey and the analysis of data.

Objectives Of the StudyObjective of the Study:· To know the consumer satisfaction.

· Market performance.

· Market position.

· Economic and the industry environment.

Sources Of Data Collection

Primary:

For my survey primary data have been used as a questionnaire to collect the

data.

SECONDARY:

The secondary data has been collected from the following modes:

· Magazines

· Books

· Newspaper

· Data through internet sources

Research Design

Research Design is the arrangement for conditioned for data collection &

analysis of data in a manner that aims to combined relevance to research

purpose with economy in procedure.

A research design is a master plan or model for the conduct of formal

investigation. It is blue print that is followed in completing study.

The research conducted by me is a descriptive research. This is descriptive

in nature

because study is focused on fact investigation in a well structured from and

is based on primary data.

RESEARCH PLAN

· Type of study: For completing my study I have gone for sample study

because looking at the size of population & the time limitation it was not

convenient for me to cover entire population. Hence, I have gone for sample

study rather than census study.

Sampling Plan

A sample design is a definite plan for obtaining a sample from a given

population. It refers to the technique or the procedure that researcher would

adopt in selecting items to be inched in the sample i.e. the size of sample.

Sampling plan is determined before data are Collected

Steps In Sampling

Sampling Frame:

The list of sampling units from which sample is taken is called sampling

frame.

Mandi City map was studied thoroughly and samples were selected from the

place

in a scattered manner to get effective result.

SAMPLING SIZE:

Total sample size is 100. The following sample size according to area wise

is as

follows:

25 KOTHIWAL NAGAR

25 KHUSHAL NAGAR

25 MALVIYA NAGAR

25 JAWAHAR NAGAR

SAMPLING PROCEDURE:

The selection of respondents were accordingly to be in a right place at a

right time and so

the sampling were quite easy to measure, evaluate and co-operative. It was a

randomly area

sampling method that attempts to obtain the sample of convenient.

Limitations of the Study

· I will have to rely upon the information get from secondary sources

(Balance sheet, Profit

& Loss Account and Cash Flow ) and given by respondents, which may not

be fully true.

· This study will be limited to only some areas of Moradabad District of

Uttar Pradesh.

· It is only for short period of time.

· Lack of professional approach since researcher is a student

· The sample size is only 100 so the sample may not be truly representative

of the Moradabad population.

Field Work

I have collected the data through medium called questionnaire collecting the

responses from 100 people in all. I had done my field work in the following

area.

difficulty during my project in the process of explaining and taking there

KOTHIWAL NAGAR , MALVIYA NAGAR , KHUSHAL NAGAR ,

JAWAHAR NAGAR

I started my project very first educating the respondents about my entire

project, and ask them to co–operate with me. Mostly all the respondent were

aware of this type of surveys. So I didn’t face any type of responses on the

questionnaire.

D A T A

A N A L Y S I S

Q.1 How would you rate Cadbury Products ?

1. Good 95%2. Poor 5%

Q.2 Which Product of Cadbury you like the most ?

1. Dairy Milk 60%2. Gems 20%3. Eclairs 15%4. Bytes 5%

Q.3 Are you satisfied with the packing of the Cadbury products ?

1. Yes 90%

2. No 10 %

Q.4 Are you satisfied with the quality & taste of the Cadbury Products ?

1. Yes 77%2. No 23%

Q.5 Do you think the information provided in the advertisement is adequate ?

1. Yes 55% 2. No 45%

Q-6 What new product according to you Cadbury Should Launch ?

1. Biscuits 40%2. Muffins 50%3. Cereals 10%

Q.7 Do you want that Cadbury should launch some sugar free products?

1. Yes 70%2. No 30%

Q.8 Are you satisfied with the pricing of the Cadbury Products

1. Yes 55%2. NO 45%

Q.9 Which Tag Line of Cadbury attracted you the most ?

1. Kuch Meetha Ho Jaye 50%2. Rishto Ki Mithaas 20%

3. Shubh Arambh 30%

Q.10 Do you wish to buy International Products of Cadbury ?

1. Yes 60%2. No 40%

Q.11 Do you like the pack of Cadbury which are prepared for ocassions especially ?

1.Yes 90%2.No 10%

F I N D I N G S

On an average more than 90% Peole Like Cadbury Products , moreover 60%

of the people like Dairy Milk, 20% like Gems, 15% like Eclairs and only 5%

like Bytes.

Packing of Cadbury products also satisfies 90% people.

Taste & Quality wise Cadbury satisfies more than 70% of the consumer

base.

Public opinion for future product launch of Cadbury is Biscuits 40%

Muffins 50% , Cereals 10%

More than 70% people says that Cadbury must launch sugarfree products.

Arround 50% People are satisfied with the product pricing of the Cadbury

Products , and 60% people like to buy the International Products of the

Cadbury .

Especial Celebration packs of Cadbury attract a lot of people more than 90%

are satisfied with them.

CONCLUSION

In today’s competitive business environment brands have assumed a role of

growing importance. They can differentiate a company’s products and

customer loyalty, helping to sustain profitability in the long term. The

Cadbury Dairy Milk brand has evolved into a Megabrand incorporating a

range of products each with their own identity, but now under the Dairy Milk

brand. This initiative is intended to leverage the strength of the Cadbury

Dairy Milk brand to the full. The strategy involved a packaging and range

refreshment strategy which has resulted in a unified innovative Dairy Milk

brand. Having exceeded initial sales tar gets by a considerable margin, the

strategy can be considered a success!

Branding is one of the most important aspects of any business, large or

small, retail or B2B. An effective brand strategy gives you a major edge in

increasingly competitive markets. But what exactly does "branding" mean?

How does it affect a small business like yours?

Simply put, your brand is your promise to your customer. It tells them what

they can expect from your products and services, and it differentiates your

offering from your competitors'. Your brand is derived from who you are,

who you want to be and who people perceive you to be.

Are you the innovative maverick in your industry? Or the experienced,

reliable one? Is your product the high-cost, high-quality option, or the low-

cost, high-value option? You can't be both, and you can't be all things to all

people. Who you are should be based to some extent on who your target

customers want and need you to be.

The foundation of your brand is your logo. Your website, packaging and

promotional materials--all of which should integrate your logo—

communicate your brand.

Branding is all important for those of use who want to be recognized for

their name, business idea, business or product. Like the big name brands

such as Sony, Amazon, Google, Yahoo, etc. business professionals such as

freelancers, product developers, writers, pro-bloggers all need a brand to be

instantly recognized by.

For most, the brand name is either their own name, or else the name of the

product they developed. Not only will others know who they are dealing

with, but if we brand ourselves properly, then our name will be a synonym

of quality further down the track.

We all know that big name bloggers such as ShoeMoney, John Chow, Yaro

Starak, Maki and Daren Rowse have managed to do just that. They branded

themselves through continuously using their own name or that of their

website.

BIBLIOGRAPHY

BIBLIOGRAPHY

Online Media :

• WWW.CADBURY.CO.UK

• WWW.CHOCOLATEREVIEW.CO.UK

• WWW . CADBURYS CHWEPPES.COM

• WWW.WIKIPEDIA.ORG

• WWW.CADBURY.COM

• WWW.OPPAPERS.COM

Refrences :

• PHILIP KOTLER

Print Media:

The Times of India

India Today

Forbes India

Dainik Jagran

A N N E X U R E S

ANNEXURES

QUESTIONNARE

Q.1 How would you rate Cadbury Products ?

1. Good

2. Poor

Q.2 Which Product of Cadbury you like the most ?

1. Dairy Milk

2. Gems

3. Eclairs

4. Bytes

Q.3 Are you satisfied with the packing of the Cadbury products ?

1. Yes

2. No

Q.4 Are you satisfied with the quality & taste of the Cadbury Products ?

1. Yes

2. No

Q.5 Do you think the information provided in the advertisement is

adequate ?

1. Yes

2. No

Q-6 What new product according to you Cadbury Should Launch ?

1. Biscuits

2. Muffins

3. Cereals

Q.7 Do you want that Cadbury should launch some sugar free products?

1. Yes

2. No

Q.8 Are you satisfied with the pricing of the Cadbury Products

1. Yes

2. NO

Q.9 Which Tag Line of Cadbury attracted you the most ?

1. Kuch Meetha Ho Jaye

2. Rishto Ki Mithaas

3. Shubh Arambh

Q.10 Do you wish to buy International Products of Cadbury ?

1. Yes

2. No

Q.11 Do you like the pack of Cadbury which are prepared for ocassions

especially ?

1.Yes

2.No