1. cadbury

7/31/2019 1. cadbury

1/37

Department of Business

Management

Preface

The Project work is field which uses tools and

techniques to transfer subjectivity in the environment

into objectives, also the findings of the research, when

applied show results, which can be measured and

evaluated so there is feedback this is what makes it a

dynamic activity.

This survey is an analytical study of a different facts of

the product. The focus is given on the Brand profile.This project entitled Company Profile of Cadbury, is

for the partial fulfillment of B.B.A.(Hons) Degree.

The idea behind this project is to give practical

knowledge and to make them to face real life situation.

The project survey is commonly used for the collection

from the respondents through questionnaire. In this

method statistical techniques have been used

systematically. This project survey is not only with my

own efforts but also that of others.

PAVAN SAHU

~ 1 ~

7/31/2019 1. cadbury

2/37

ACKNOWLEDGEMENT

I would like to whole hearty thank and express my sincere

gratitude to Prof. Y.S. Thakur Head of the

Department of Faculty of Management Studies Dr. Hari Singh

Gour Central University, Sagar for suggesting me this problem

and for giving an insight in delaing with the subject

.I am highly obliged to Miss Shakuntala Yadav Lecturer, Miss

Mayuri Jain, Dr. Shree Bhagwat, Miss Pragya Bhargava, Miss.

Priyanka Jharkariya, Miss Devagya Shrivastava, Mrs. Jyoti

Pandey, Mr. Ankur Randheliya Mr. Girbal singh Lodhi, and All

Faculty member, for guiding me in various aspects of this

project like conducting field work and designing questionnaire

and suggesting me the Project Work and helping me in

finalising the Report. I express my gratitude to all the

customers who very kindly discussed various aspects of this

study and provided useful suggestions for discussing various

problems.

Lastly, I Must express my gratitude to all the elders of the

family and citizen of the city who blessed me in course of

discussion. I also extend my sincere thanks to my family and

my friends for their encouragement and support.

~ 2 ~

7/31/2019 1. cadbury

3/37

PAVAN

SAHU

Dr. Hari Singh Gour

Vishwvidhyalaya, Sagar

CERTIFICATE

This to certify that MR. PAVAN SAHU Student ofB.B.A.

(Hons) 16th Batch, Faculty of Management Studies Dr. Hari

Singh Gour Vishwavidyalaya, Sagar (M.P.) Has diligently

worked on the Project Report of the Company Profile of

CADBURY. He has done this Work under My Guidance and

Supervision. This project work is original and not submitted

earlier for the award of any degree or associate ship of any

other University.

During this study he made meticulous efforts for its

completion. I wish him all the best in this sincere endeavors for

a bright and successful future.

~ 3 ~

7/31/2019 1. cadbury

4/37

Signature of the Signature of the Signature of the

Supervisor Head of the

Department

Examiner

DECLARATION

I hereby declare that the project work entitled

Company Profile of CADBURY submitted to the Faculty

of Management Studies Dr. Hari Singh Gour

Vishwavidyalaya, Sagar (M.P.), is a record of an original

work done by me under the guidance ofMISS SHAKUNTALAYADAV Lecturer & Faculty Member at the Faculty of

Management Studies Dr. Hari Singh Gour Vishwavidyalaya,

Sagar (M.P.). I also ensure that this work done by me is purely

original and is my own creativity.

Date : PAVAN

SAHU

Place : Enrollment

no.: Y1118020030

~ 4 ~

7/31/2019 1. cadbury

5/37

Preface

Acknowledgement

Declaration of the Candidate

Certificate

TABLE OF CONTENTS

TOPIC TITLE Page No.

1. Introduction of Cadbury

2. History of Cadbury

3. Scope of the Study

4. Research Methodology

5. Market Segmentation

6. Company Comparison

7. Data analysis & Interpretation

8. Swot Analysis of Cadbury

9. Findings

10 Suggestions & Recommendation

11 Limitation of the Study

12 Conclusion

13 Bibliography

~ 5 ~

7/31/2019 1. cadbury

6/37

14 Questionnaires

INTRODUCTION

In this research I have survey the product performance and buying

behaviour of two famous brands of chocolates Cadbury , which are consumed

by people of all ages. During this research I have interacted with people of

Sagar. After this research I came to know how people perceives these

products on the variables like price, quality, advertisement, satisfaction, taste,

packaging, brand loyalty etc. I also came to know which particular brand of

chocolate is most preferred by people of different age groups. In this research I

have surveyed that how frequently and how much chocolate they consume,

whether they buy small, big or family pack. Trend of ongoing changes in their

likings has been shown in the report. In this report I have tried to explain the

entire research and facts product wise.

~ 6 ~

7/31/2019 1. cadbury

7/37

HISTORY

With the entry of multinationals and home companies sprucing up their

act, the confectionery market is booming. McKinsey & Co. has estimated the

confectionery industry to touch a whopping Rs. 6 500 crore by the year 2008.

Till the eighties, the chocolate market was small and the product category itself

was fuzzy. In the eighties, Cadburys - the virtual monopolist had decided to

focus its efforts on making chocolates a distinct category with an identity of its

own. And the marketer had sharply positioned its product at children to do that.

Hence, chocolates bore an Only for kids tag, and kept adults at bay. By the

end of the eighties, Cadburys still ruled the roost with over 80 percent market

share. And though several brands - like Amul and Campco - tried to break into

the market, none of them had succeeded in shaking the leaders grip. In fact,

Cadburys had become a brand virtually generic to chocolates. Then chocolates

were used to reward and reinforce positive behaviour and hence were

categorised as a luxury reserved for special occasions. This was, a stark contrast

to the west where chocolates were snacked on, eaten as mini meals or just to

suppress pangs of hunger. But constant working by players like Cadburys (re-

launch of Cadburys Dairy Milk targeting adults and as a casual any-time buy)

and Cadbury towards exploding the myth that chocolates are meant for children

only, has resulted in the segment booming.

Trends in the Industry

~ 7 ~

7/31/2019 1. cadbury

8/37

With socio-economic changes rapidly taking place, the young and not so

young population will lead a new life style and chocolate eating is definitely

going to be widespread and acceptable.

In the industry, both population and family incomes as well as urbanisation areon the increase.

There has been a significant growth in the middle class, with 5.8 million

people having upgraded to the quoted middle class.

There is quantified data on FMCG usage having increased (NRS-VI & IRS98

figures) Thanks to the above reasons the growth in the chocolate market is

estimated to be at 22% in 2001. But marketers in the industry are lookingforward to a much higher growth rate, as Indias per capita consumption of

chocolates is only 15 Gms. Versus 6 Kg in the west.

The Indian Chocolate market can be sliced into four parts.

1. Moulded Chocolate Segment - comprising slab chocolates like Dairy milk

chocolates, etc. These are made by pouring the ingredients into moulds.

2. Countline Segment - comprising bars like 5 star, Bar One, Perk, Kit Kat, etc.

These have ingredients other then chocolate and are usually Bar shaped, making

for chunky bites.

3. Choco-Panned Segment - comprising chocolate forms like

Butterscotch, Nutties, Tiffins, etc. Panned variety has different

cores/centers which are covered with a layer of chocolate.

4. Sugar-Panned Segment - comprising chocolate forms such as Gems,

Chocolate eclairs, etc. These generally have a sugar coating on the outside.

~ 8 ~

7/31/2019 1. cadbury

9/37

SCOPE OF THE STUDY

As learning is a human activity and is as natural, as breathing. Despite of

the fact that learning is all pervasive in our lives, psychologists do not agree on

how learning takes place. How individuals learn is a matter of interest to

marketers.

They want to teach consumers in their roles as their roles as consumers.

They want consumers to learn about their products, product attributes,

potential consumers benefit, how to use, maintain or even dispose of the

product and new ways of behaving that will satisfy not only the

consumers needs, but the marketers objectives.

The scope of my study restricts itself to the analysis of consumer

preferences, perception and consumption of Cadbury and Cadbury

Chocolates.

There are many other brands of chocolates available but my study is

limited to two major players of chocolates leaving behind the others. The

scope of my study is also restricts itself to Sagar region only.

~ 9 ~

7/31/2019 1. cadbury

10/37

OBJECTIVES OF THE STUDY

This project is based on the comparative study consumer behavior

towards Cadbury and Cadbury chocolates. Objectives of the study are:

to make lots of chocolate

improve the quality of their chocolate

get the word out about the business going fairtrade

the important aims are:

To Survive in the market.

Have loads of stores worldwide

to be an ongoing company.

~ 10 ~

7/31/2019 1. cadbury

11/37

LIMITATIONS OF THE STUDY

The marketing researcher has to face certain difficulties while

he carries out the research work. He knows the limitation

beforehand, uncontrollable and others are controllable. Some

important limitations, which are faced by researchers as follows:

1.1 Sample size: Due to vast area the consumers sample

size restricted to 100 only.

1.2 Limitation of response: The response given to theresearchers were not always accurate since satisfaction is

qualitative indicator the respondents regarding their

understanding of satisfaction.

1.3 Limitation of bias: Generally respondents are based to

the question raised, thus the result of research will have

error and the very purpose of marketing research is lost.Therefore took utmost care while dealing with respondents.

1.4 Limitation of human behavior: Marketing researches

studies the behavior who are rational. Very often, they do

not express their feeling correctly what they think. In such

cases their habitual, practice, preferences cannot be

assessed correctly.

~ 11 ~

7/31/2019 1. cadbury

12/37

.

RESEARCH METHODOLOGY

As mentioned earlier, the objective of the study is to formulate aMarketing Strategy for any new entrant in the Indian Chocolate Industry. Whilerecommending the said strategy detailed information from both primary andsecondary sources was collected and analysed. This included:

Primary Sources

Four level primary information collections were undertaken.1. To analyse buying behaviour and in order to gain an insight into the buyer

need-satisfaction level, a questionnaire was formulated and administered among80 people. The profile of the respondents was as follows:1. Consumers of chocolates 12 years + in SAGAR. This wassince; chocolate consumption was witnessed amongst all agegroups.2. A distributor was also interviewed so as to get pertinent informationregarding the most important P of FMCG marketing Place.3. Extensive interviews were conducted with retailers in the SAGAR area.These included pan shops, grocery shops, bakeries,departmental stores, etc. They provided information on various facts ofchocolate distribution such as Point-of purchase material (dispensers etc.),infrastructure problems, critical informational regarding the policies of the

present players in the market, etc.

Secondary Sources

A number of secondary sources of information were used. These were:Information: Industry statistics, problems facing the industry, future outlook,etc. Also measures being adopted for cocoa production development.

Internet websites Of Cadburys, and indiainfoline.com, askjeeves.com

~ 12 ~

7/31/2019 1. cadbury

13/37

Extensive use of secondary information in the form of magazines/journals/newspapers clippings, such as Business World, BusinessToday, Business India, A&M, Brand Equity, Economic Times, etc.

The methodology adopted was as follows:

Industry Scenario Sketch (utilizing secondary information) Extensive Interviews held with Primary/Secondary Sources

(Companies/Chocolate manufacturers Association). Extensive retailer interviews in SAGAR Area Formulation and administration of a questionnaire

Formulation of the Recommended Strategy on the basis of the abovementioned Primary and Secondary Information.

OBJECTIVES OF THE STUDY:

1. To get familiar with their marketing strategies separately.2. To view the segments being targeted by these brands in the market.3. Up to what extent do the public respond to their products?4. To prepare a marketing plan for any brand that is planning toenter the India Chocolate Market.

5. To be a relevant guide for any brand launch in India.

~ 13 ~

7/31/2019 1. cadbury

14/37

MARKET SEGMENTATION

The very word makes your mouth water.Chocolate is more than just a food: its a state of mind.

Chocolates

Chocolates! Chocolates!

Every body has a liking for them, be they in the form of barOr a tiny little gem,Or shaped like a rectangle,

Or a sphere, a brick or an clair.For chocolate lovers it is fun,

To have them during rain, breeze or sun.They are white and brown in color,

And taste sweet and bitterSome have them in a glass of cold coffee, or in the form of a toffee.

Some eat them when they are sad

~ 14 ~

7/31/2019 1. cadbury

15/37

Some relish them when they are happy or have sweet dreams,But I feel, to have chocolates

We dont need a reason,Cause we can have it

Anytime, any season!

chocolate:The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations inCentral America, who first enjoyed chocolati a much-prized spicy drink made fromroasted cocoa beans.

Throughout its history, whether as cocoa or drinking chocolate beverage or confectionarytreat, chocolate has been a much sought after food.The Aztec empireChocolate(in the form of a luxury drink) was consumed in large quantities by theaztecs: the drink was described as finely ground, soft, foamy, reddish, bitter with chilliwater, aromatic flowers, vanilla and wild bee honey.The dry climate meant the Aztecs were unable to grow cocoa trees, and had to obtainsupplies of cocoa beans from tribute or tradeDon CortesThe Spanish invaded Mexico in the 16th century, by this time the Aztecs had created a

powerful empire, and the Spanish armies conquered Mexico. Don Cortes was madecaptain general and governor of Mexico.When he returned to Spain in1528 he loaded his galleons with cocoa beans andequipment for making the chocolate drink. Soon chocolate became a fashionable drinkenjoyed by the rich in Spain.Chocolate across EuropeAn Italian traveler, Francesco carletti, was the first to break the Spanish monopoly. Hehad visited Central America and seen how the Indians prepared the cocoa beans and howthey made the drink, and by 1606 chocolate was well established in Italy.

History of chocolate:The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations in

Central America, who first enjoyed chocolati a much-prized spicy drink made fromroasted cocoa beans.Throughout its history, whether as cocoa or drinking chocolate beverage or confectionarytreat, chocolate has been a much sought after food.The Aztec empireChocolate(in the form of a luxury drink) was consumed in large quantities by theaztecs: the drink was described as finely ground, soft, foamy, reddish, bitter with chilliwater, aromatic flowers, vanilla and wild bee honey.The dry climate meant the Aztecs were unable to grow cocoa trees, and had to obtainsupplies of cocoa beans from tribute or trade

Don CortesThe Spanish invaded Mexico in the 16th century, by this time the Aztecs had created a

~ 15 ~

7/31/2019 1. cadbury

16/37

powerful empire, and the Spanish armies conquered Mexico. Don Cortes was madecaptain general and governor of Mexico.When he returned to Spain in1528 he loaded his galleons with cocoa beans andequipment for making the chocolate drink. Soon chocolate became a fashionable drinkenjoyed by the rich in Spain.

Chocolate across EuropeAn Italian traveler, Francesco carletti, was the first to break the Spanish monopoly. Hehad visited Central America and seen how the Indians prepared the cocoa beans and howthey made the drink, and by 1606 chocolate was well established in Italy.

Drinking chocolateThe secret of chocolate was taken to France in 1615, when Anne, daughter of Phillip 2 ofSpain married king Louis 13 of FranceThe French court enthusiastically adopted this new exotic drink, which was considered

to have medicinal benefits as well as being a nourishing food. Gradually the custom ofdrinking chocolate spread across Europe, reaching England in the 1650sFirst chocolate for eatingUp until this point all chocolate recipes were based on plain chocolate. It was an Englishdoctor, sir Hanss sloane, who- after traveling in south America- focused on cocoa andfood values, bringing a milk chocolate recipe back to England.The original Cadbury milk chocolate was prepared to his recipe.History:The earliest record of chocolate was over fifteen hundred years ago in the centralAmerica rain forests, where the tropical mix of high rain fall combined with high yearround temperatures and humidity provide the ideal climate for cultivation of the plant

from which chocolate is derived, the cacao tree. Chocolate is made from the cocoa bean, found in pods growing from the trunk andlower branches of the cacao tree, Latin name theobroma cacao meaning food of thegodsCacao was corrupted into the more familiar cocoa by the early European explorers.The Maya brewed a spicy, bittersweet drink by roasting and pounding the seeds of thecacao tree with maize and capsicum peppers and letting the mixture ferment. This drinkwas reserved for use in ceremonies as well as for drinking by the wealthy and religiouselite; they also ate cacao porridge.The Aztecs, like the Mayans, also enjoyed cacao as a beverage fermented from the raw

beans, which again featured prominently in ritual and as a luxury available only to thevery wealthy. The Aztecs called this drink xocolatl, the Spanish conquistadors found thisalmost impossible to pronounce and so corrupted it to the easier chocolat the Englishfurther changed this to chocolate.The Aztecs regarded chocolate as an aphrodisiac and their emperor, Montezumareputedly drank it fifty times a day from a golden goblet and is quoted as saying ofxocolatl: the divine drink, which builds up resistance and fights fatigue. A cup of this

precious drink permits a man to walk for a whole day without foodChocolate in EuropeXocolatl! or chocolat or chocolate as it became known, was brought to Europe byCortez, by this time the conquistadors had learned to make the drink more palatable to

European tastes by mixing the ground roasted beans with sugar and vanilla ( a practicestill continued today), thus offsetting the spicy bitterness of the brew the Aztecs drank.

~ 16 ~

7/31/2019 1. cadbury

17/37

The first chocolate factories opened in Spain, where the dried fermented beans broughtback from the new world by the Spanish treasure fleets were roasted and ground, and bythe early 17th century chocolate powder from which the European version of the drinkwas made- was being exported to other parts of Europe. The Spanish kept the source ofthe drink- the beans- a secret for many years, so successfully in fact, that when English

buccaneers boarded what they thought was a Spanish treasurer galleon in 1579, only tofind it loaded with what appeared to be dried sheeps droppings, they burned the wholeship in frustration. If only they had known, chocolate was so expensive at that time, thatit was worth its weight in silver ( if not gold), chocolate was treasure indeed !Within a few years, the cocoa beverage made from the powder produced in Spain had

become popular throughout Europe, in the Spanish Netherlands, Italy, France, Germanyand in about 1520 it arrived in England.

The first chocolate house in England opened in London in 1657 followed rapidly bymany others. Like the already well established coffee houses, they were used as clubswhere the wealthy and business community met to smoke a clay pipe of tobacco,

conduct business and socialize over a cup of chocolate.Back to the AmericasEvents went full circle when English colonists carried chocolate (and coffee) with themto Englands colonies in north America. Destined to become the united states of Americaand Canada, they are now the worlds largest consumers by far of both chocolate andcoffee, consuming over half of the words total production of chocolate alone.The QuakersThe Quakers were, and still are, a pacifist religious sect, an offshoot of the puritans ofEnglish civil war and pilgrim fathers fame and a history of chocolate would not becomplete without mentioning their part in it. Some of the most famous names in

chocolate were Quakers, who for centuries held a virtual monopoly of chocolate makingin the English speaking world fry, Cadbury and row tree are probably the best known.Its probably before the time of the English civil war between parliament and king Charles1st that the Quakers who evolved from the puritans, first began their historic associationwith chocolate. Because of their pacifist religion, they were prohibited from many normal

business activities, so as an industrious people with a strong belief in the work ethic (likethe puritans), they involved themselves in food related businesses and did very well.Baking was a common occupation for them because bread was regarded as the biblicalstaff of life, and bakers in England were the first to add chocolate to cakes so it would

be a natural progression for them to start making pure chocolate. They were also heavilyinvolved in breakfast cereals but thats another story.

What is certain is that the fry, row tree and Cadbury families in England among others,began chocolate making and in fact Joseph fry of fry &sons (founded 1728 in Bristol,England) is credited with producing and selling the worlds first chocolate bar. Frys havenow all but disappeared (taken over by Cadbury) and row tree have merged Swisscompany Cadbury, to form the largest chocolate manufacturer in the world. Cadbury havestayed with chocolate production and are now, if not quite the largest, probably one of the

best-known chocolate makers in the world.Chocolate as we know itThe first mention of chocolate being eaten in solid form is when bakers in England beganadding cocoa powder to cakes in the mid 1600s. Then in 1828 a Dutch chemist, Johannesvan houten, invented a method of extracting the bitter tasting fat or cocoa butter from

the roasted ground beans, his aim was to make the drink smoother and more palatable,however he unknowingly paved the way for solid chocolate as we know it.

~ 17 ~

7/31/2019 1. cadbury

18/37

Chocolate as we know it today first appeared in 1847 when fry & sons of Bristol,England mixed sugar with cocoa powder and cocoa butter (made by the van houten

process) to produce the first solid chocolate bar then in1875 a Swiss manufacturer,Daniel peters, found a way to combine (some would say improve, some would say ruin)cocoa powder and cocoa butter with sugar and dried milk powder to produce the first

COMPANY COMPARISON

Cadbury India is a subsidiary of Cadbury S.A. of Switzerland. The companyinsists on honesty, integrity and fairness in all aspects of its business andexpects the same in its relationships.

Cadbury India- Presence Across India

Beginning with its first investment in Moga in 1961, Nestls regular andsubstantial investments established that it was here to stay. In 1967, Nestl setup its next factory at Choladi (Tamil Nadu) as a pilot plant to process the tea

grown in the area into soluble tea.The Nanjangud factory (Karnataka), became operational in 1989, the Samalkhafactory (Haryana), in 1993 and in 1995 and 1997, Nestl commissioned twofactories in Goa at Ponda and Bicholim respectively. Nestl India is now puttingup the 7th factory at Pant

Nagar in Uttaranchal.

Cadbury Story

Nestl was founded in 1867 on the shores of Lake Geneva in Vevey, Switzerland and its firstproduct was Farine Lacte Nestl, an infant cereal specially formulated by Henri Nestl toprovide and improve infant nutrition. From its first historic merger with the Anglo-SwissCondensed Milk Company in 1905, Nestl has grown to become the worlds largest and mostdiversified food Company, and is about twice the size of its nearest competitor in the food and

beverage sector. Nestls trademark of birds in a nest, derived from Henri Nestls personalcoat of arms, evokes the values upon which he founded his Company. Namely, the values ofsecurity, maternity and affection, nature and nourishment, family and tradition. Today, it is notonly the central element of Nestls corporate identity but serves to define the Companys

products, responsibilities, business practices, ethics and goals. In 2004, Nestl had around

247,000 employees worldwide, operated 500 factories in approx. 100 countries and offeredover 8,000 products to millions of consumers universally. The Companys transparent business

~ 18 ~

7/31/2019 1. cadbury

19/37

practices, pioneering environment policy and respect for the fundamental values of differentcultures have earned it an enviable place in the countries it operates in. Nestls activitiescontribute to and nurture the sustainable economic development of people, communities andnations. Above all, Nestl is dedicated to bringing the joy of Good Food, Good Life to

peoplethroughout their lives, throughout the world.

Cadbury Brands

Milk Products & Nutrition Beverages Prepared Dishes and Cooking Aids Chocolates & Confectionary

MILK PRODUCTS AND NUTRITION:

NESTL EVERYDAY Dairy Whitener

NESTL EVERYDAY SlimNESTL EVERYDAY GheeNESTL MILKMAIDNESTL Fresh 'n' Natural DahiNESTL Fresh 'n' Natural Slim DahiNESTL Jeera RaitaNESTL MILKMAID Fruit yoghurtNESTL MilkNESTL Slim Milk

BEVERAGES:

NESCAF CLASSICNESCAF SUNRISENESTL MILONESCAF 3 in 1NESCAF Koolerz

PREPARED DISHES AND COOKING AIDS

MAGGI 2-MINUTE NoodlesMAGGI Vegetable Atta NoodlesMAGGI Dal Atta NoodlesMAGGI Rice Noodles ManiaMAGGI SaucesMAGGI Pizza MazzaMAGGI Healthy SoupsMAGGI Healthy Soup- SanjeevniMAGGI MAGIC Cubes

CHOCOLATES & CONFECTIONARYNESTL KIT KAT

~ 19 ~

7/31/2019 1. cadbury

20/37

NESTL KIT KAT LITENESTL MUNCHNESTL MUNCH POP CHOCNESTL MILKYBAR

NESTL MILKYBAR CHOONESTL BAR-ONENESTL FUNBARNESTL Milk ChocolatePOLOPOLO Powermint

NESTL Eclairs

CADBURYKITKAT

Are crisp wafer fingers covered with choco layer? NESTL KIT KAT has aunique finger format with a breaking' ritual attached to it.

NESTL KIT KAT is one of the most successful brands in the world and every

year over 12 billion NESTL KIT KAT fingers are consumed around the globe.

CADBURY MUNCH

NESTL MUNCH is wafer layer covered with delicious choco layer. NESTLMUNCH is so crisp, light and irresistible that you just can't stop Munching.'

NESTL MUNCH is the largest selling SKU in the category!

CADBURY MILKY BAR:

NESTL MILKYBAR is a delicious milky treat, which kids love. Relaunched

in January 2006 with a Calcium Rich recipe, NESTL MILKYBAR is afavorite with parents to treat their kids with.

~ 20 ~

7/31/2019 1. cadbury

21/37

CADBURY BAR-ONE

is a luscious nougat and caramel with delicious choco layer. NESTL BAR-ONE constantly reminds you that it is Time for Action'.

CADBURY Milk Chocolate:

NESTL Milk Chocolate is a milk chocolate with a delicious taste. Kids just love it!

CADBURYHow Cadbury Chocolate is made

Milk chocolate for eating was first made by Cadbury in 1897 by adding milkpowder John paste to the dark chocolate recipe of cocoa mass, cocoa butter andsugar. By today's standards this chocolate was not particularly good: it wascoarse and dry and not sweet or milky enough for public tastes. There was agreat deal of competition from continental manufacturers, not only theFrench,but also the Swiss, renowned for their milk chocolate. Led by GeorgeCadbury Junior, the Bournville experts set out to meet the challenge. Aconsiderable amount of time and money was spent on research and on new plantdesigned to produce the chocolate in larger quantities. A recipe was formulatedincorporating fresh milk, and production processes were developed to produce amilk chocolate 'not merely as good as, but better than' the imported milkchocolate'.

~ 21 ~

7/31/2019 1. cadbury

22/37

Four years of hard work were invested in the project and in 1905 whatwas to be Cadbury's top selling brand was launched. Three names wereconsidered: Jersey, Highland Milk and Dairy Maid. Dairy Maid became DairyMilk, and Cadbury's Dairy Milk, with its unique flavour and smooth creamytexture, was ready to challenge the Swiss domination of the milk chocolate

market.By 1913 Dairy Milk had become the company's best selling line and inthe mid twenties Cadbury's Dairy Milk gained its status as the brand leader, a

position it has held ever since.

5 STAR

the 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. Launched in 1969 as a bar of chocolate that was hard outside with softcaramel nougat inside, Cadbury 5 Star has re-invented itself over the years tokeep satisfying the consumers taste for a high quality & different chocolateeating experience. One of the key properties that Cadbury 5 Star was associatedwith was its classic Gold colour. And through the passage of time, this was one

property that both, the brand and the consumer stuck to as a valuableassociation. More recently, to give consumers another reason to come into theCadbury 5 Star fold, Cadbury 5 Star Crunchy was launched. The same deliciousCadbury 5 Star was now available with a dash of rice crispies.

PERK

~ 22 ~

7/31/2019 1. cadbury

23/37

Cadbury launched 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 the rise of more value-for-money brands in the waferchocolate segment, Cadbury Perk unveiled two new offerings - Perk XL and

XXL. In 2004, with an added dose of 'Real Cadbury Dairy Milk' and an'improved wafer', Perk became even more irresistible.

CELEBRATIONS

Cadbury Celebrations was aimed at replacing traditional gifting options likeMithai and dry- fruits during festive seasons. Cadbury Celebrations is availablein several assortments: An assortment of chocolates like 5 Star, Perk, Gems,Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milkchocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut

butterscotch and caramels. The super premium Celebrations Rich Dry FruitCollection which is a festive offering is an exotic range of chocolate covereddry fruits and nuts in various flavours and the premium dark chocolate range

which is exotic dark chocolate in luscious flavours.

~ 23 ~

7/31/2019 1. cadbury

24/37

TEMPTATION

Cadbury Temptations is a range of delicious premium chocolate in fiveflavours variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, BlackForest and Old Jamaica.

FACTORS INFLUENCING PRICING OF CADBURYInternal Factors

Corporate and marketing objectives of the firm. The image sought by the firm through pricing. The characteristics of the product. Price elasticity of demand of the product. The stage of the product on the product life cycle.

Use pattern and turn around rate of the product. Cost of manufacturing and marketing. Extent of distinctiveness of the product and extent of production differentiation

practiced by the firm. Other elements of the marketing mix of the firm and their interaction with

pricing. Composition of the product line of the firm.

External Factors

Market characteristics.

Buyers behavior in respect of the given product. Bargaining power of major customers. Competitors pricing policy. Government controls regulations on pricing. Other relevant legal aspects. Societal (or social) considerations. Understanding, if any reached with price cartels.Cadbury objective of pricing

Profit maximization in the short-term.

Profit optimization in the long-term. A minimum return (or target return) on investment.

~ 24 ~

7/31/2019 1. cadbury

25/37

A minimum return on sales turnover. Targets sales volume. Target market share. Deeper penetration of the market.

Entering new markets. Target profit on the entire product line irrespective of profit level in individualproducts. Keeping competition out, or keeping it under check. Fast turn around and early cash recovery. Stabilizing prices and margins in the market.

figure:1

~ 25 ~

7/31/2019 1. cadbury

26/37

DATA ANALYSIS & INTERPRETATION

Chocolate is a product which is like by the all age group of people. According tothe survey 83% of people says yes they eat chocolate and 17% say no they arenot eating chocolate. May be the reason behind that is they are not eatingchocolate on daily or weakly basis or may be they are eating any other brand ofchocolate.

~ 26 ~

7/31/2019 1. cadbury

27/37

figure:2

Analysis & Interpretation:

There are many brands available in the market. But the market leaders in Indiaare basically two brands like Cadbury & Cadbury. According to survey 64% ofthe market is captured by the Cadbury and only 36% of the market is covered bythe Cadbury. To capture the market the company should do more advertisingand sales distribution. And also should maintain quality of the product compareto the competitors.

~ 27 ~

7/31/2019 1. cadbury

28/37

figure:3

figure:4

Analysis & Interpretation:In this survey Cadbury is having five sub-brands like kitkat, Munch, Milkybar,Barone,milk chocolates and their consumption are like kitkat 33% ,munch 56,milky bar 3% ,bare one 5% ,and milk chocolate 3%. And if we talk aboutCadbury the sub-brand of the Cadbury is dairymilk, 5 star, perk, celebration andTemptation and their consumption are like dairy milk 62%, 5 star 17%, perk14%, celebration 2% and Temptation 5%. According to the survey the highestselling product is Cadbury.

~ 28 ~

7/31/2019 1. cadbury

29/37

Rank the sub-brands of chocolates according to your preference

CADBURY

figure:5

CADBURY

figure:6

~ 29 ~

7/31/2019 1. cadbury

30/37

Using brand ambassador by Cadbury.

~ 30 ~

7/31/2019 1. cadbury

31/37

SWOT ANALYSIS OF CADBURY

FINDINGS

~ 31 ~

SWOT

ANALYSIS

STRENGTH

Market leader in theirsegment

Strong brand loyal consumerbase

Wide range of distributionchannel

Product according to theneed of Indian consumer

Innovative Product

WEAKNESS

Product are dependent oneach other

Not so much presence inrural market

OPPORTUNITY

Increasing number of workingyouth

Product has been acceptable inyouth category

Shift to rural marketChanging preference of

consumer towards Chinesefood and fast food.

Can foray into other foodmarkets with its strong Brandname

THREAT

Price war withcompetitors.

Strong presence ofregional competitors

Consumers dont perceiveit as a HealthyProduct

7/31/2019 1. cadbury

32/37

MAJOR FINDINGS

Males are the main customers of Reebok as compared

to female.

Youngsters are the prime customer of

Reebok.

Customer having annual income 2 to 5 lakhs are the

main target Market.

There are more occasional customer as compared to

regular.

Customers are attracted by signage (reduced price,s

ales promotion etc.)

Customers are more concern about brand image and

price when buying from Reebok.

Most of the customers believe that Puma can be a

substitute of Reebok.

Moreover, in terms of genders response it was found

that women were more influenced by signages as

compared to men in making their purchase decisions.

Non-working women were the ones who were much

influenced by signages.

~ 32 ~

7/31/2019 1. cadbury

33/37

The degree of attractiveness of different elements in

decreasing order is Display>Store

Front>Lighting>Interior Design>Music>Color

SUGGESTIONS AND RECOMMENDATIONS

Chocolates products at Sagar City are available in comparison to previous

years, but still there is requirement of development in Chocolate products.

Due to increasing overall cost in Chocolate Products everywhere

cost format should be made as such that it is affordable to each and

everyone in the society. In this we also found that if the demanded

brand is not available, so at that time the customers switch over the

brand of the chocolate so,

here the company should build up the healthy distribution channel by

which company can attract the customers and company loose the fear

from the market.

Company should concentrate more on television for advertisement, as

mostly people get attracted through television only. For promotional

offers, company should go for free gifts rather than going for other

ways.

~ 33 ~

7/31/2019 1. cadbury

34/37

Cadbury company should concentrate on its packing as people are

least satisfied with it while Cadbury should concentrate on the shape

of a chocolate. People are unsatisfied with the price and quantity ofchocolate so companies should concentrate in this regard also.

CONCLUSION

A survey of the people has been conducted to know the liking pattern of

the two products Cadbury and Cadbury.

It is observed that overall people like to eat Cadbury brand rather

than Cadbury.

It is concluded that mostly people preferred Dairy Milk of Cadbury

due to its flavor/taste, quality and image and due to its hard form.

Some people often like to have a chocolate with good flavor, quality

hard form. Some people often like to have a chocolate with good

flavor, quality taste and crunchiness.

It is thus concluded from the facts collected that mostly people refer

to buy big pack of their favorite chocolate, and sometimes some of

them go for small and family pack.

~ 34 ~

7/31/2019 1. cadbury

35/37

BIBLIOGRAPHY

Kotler Phillip, Marketing Management, Millennium edition. (Prentice hall of

India).

www.indiainfoline.com

www.domain_b.com

www.agencyfaqs.com

www.Cadbury.in

www.nil.com

~ 35 ~

7/31/2019 1. cadbury

36/37

DR. HARI SINGH GOUR UNIVERSITY SAGAR (M.P.)

QUESTIONAIRE

Researcher's Name : Name of Person : ___________________

Class : B.B.A. II Sem Age : _____________________________

Gender : Occupation :________________________

Address :

Q.1 Do you know about Cadbury ?

a. Yes. b. No.

Q.2. Have you used Cadbury ?

a. Yes. b. No.

Q.3 How Often Sales Promotion Schemes are offered on Cadbury

a. 6 months 1 year b., 3-6 months c. less than 3 months.

Q,4. Rate the following factors you consider are important for building brand

Image.

a.Price b. Clarity c. Durability

d. Looks e. Quality

Q 5. What do you look for while purchasing Cadbury ? Please rank in order of importance?

a. Comparative Advantage b. Price

~ 36 ~

7/31/2019 1. cadbury

37/37

c. Scheme/Discount/Free Gift d. Quality

OBJECTIVE

To find out market strategy regarding product and

service.

Knowledge about the competitive market.

To know the goodwill as demand of the product in

world

Information related to consumer satisfaction and his

use.