Cadbury-dairy Milk (1)20151003 (1)

8/20/2019 Cadbury-dairy Milk (1)20151003 (1)

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DESIGN OF STUDY

Objectives

• To study influence of Cadbury in today’s orld!

• To find out its "ositive # ne$ative i%"acts on &u%an &ealt&!

• To educate t&e yout&s about its ill effects on &ealt&!

Sources of Data

T&e data as collected by visitin$ various ebsites &ic& &el"ed %e

in collectin$ data re$ardin$ influence of Cadbury on yout& and its

"ositive and ne$ative effects t&ereby leadin$ to successful co%"letion

of %y "roject!

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INT'ODUCTION

Cadbury(s "resence in India dates bac) to *+,-. &en t&e "arent

Cadbury Sc&e""es set u" a &olly oned subsidiary Cadbury Fry /India0

1td! Cadbury. a subsidiary of Cadbury Sc&e""es is a do%inatin$ "layer in

t&e Indian c&ocolate %ar)et it& stron$ brands li)e Dairy 2il). Five Star.

3er). Ge%s. etc! Dairy %il) is t&e lar$est c&ocolate brand in India!

C&ocolates # Confectionery contribute to 456 of Cadbury’s turnover!

Cadbury also &as a stron$ brand 7ournvita in t&e %alted &ealt& drin)

cate$ory. &ic& accounts for 8,6 of turnover!

Cadbury as ori$inally incor"orated as a &olly oned subsidiary of

Cadbury Sc&e""es Overseas 1td /CSO10 in *+,-! T&e co%"any’s ori$inalna%e as Cadbury Fry /India0 1td! In *+4-. CSO1 diluted its e9uity sta)e to

,:6 to co%"ly it& FE'; $uidelines! In *+-8. t&e na%e as c&an$ed to


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could not ta)e off and as discontinued >?, years later! In *+-+. Cadbury

diversified into ice crea%s it& Dollo"s and 1o"sto" brands. &ic& ere

sold off to 7roo)e 7ond in *++,! @o&n Cadbury ;s t&e enter"rise "ros"ered.

in *-,4 @o&n Cadbury rented a lar$er factory in 7rid$e Street. off 7road

Street. in t&e centre of 7ir%in$&a% and

ent into "artners&i" it& &is brot&er 7enja%in ? tradin$ as Cadbury

7rot&ers of 7ir%in$&a%! T&e retail side of t&e business in 7ull Street as

"assed to a ne"&e.

'ic&ard Cadbury 7arro in *-,+! 7arro Stores. as it beca%e. traded

in Central 7ir%in$&a% until t&e *+=:s! ; %ajor turnin$ "oint for t&e cocoa

and c&ocolate industry ca%e in t&e %id?*-5:s. &en taAes on i%"orted cocoa

beans ere reduced by 3ri%e 2inister Billia% Gladstone! T&e "reviously

"ro&ibitive c&ocolate "roducts ere no it&in t&e reac& of t&e ider

"o"ulation! Cadbury 7rot&ers received t&eir first 'oyal Barrant on February

,. *-5, as (%anufacturers of cocoa and c&ocolate to ueen ictoria!( T&e

co%"any continues to &old royal arrants of a""oint%ent! Durin$ t&e *-5:s

business be$an to decline! T&e "artners&i" beteen t&e first Cadbury brot&ers

as dissolved in *-=:. a difficult ti%e in t&e co%"any(s &istory! @o&n

Cadbury(s sons 'ic&ard and Geor$e. &o &ad joined t&e co%"any in t&e

*-5:s. beca%e t&e second Cadbury brot&ers to run t&e business &en t&eir fat&er retired due to failin$ &ealt& in *-=*! @o&n Cadbury devoted t&e rest of

&is life to civic and social or) in 7ir%in$&a% until &is deat& in *--+!

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'EIEB OF 1ITE';TU'E

INT'ODUCTION

Cadbury India 1td. a subsidiary of Cadbury Sc&e""es Overseas 1td

is a leadin$ $lobal confectionery co%"any it& an outstandin$ "ortfolio of

c&ocolate. $u% and candy brands! T&e co%"any %anufactures and sells

c&ocolate bloc)s. slabs. or bars coated afer biscuits %alted food and su$ar

confectionery! T&ey also eA"ort t&eir "roducts to Sri 1an)a. Dubai. G&anaand 2aldives! T&e co%"any &as %anufacturin$ facilities at T&ane and Induri

in 2a&aras&tra. 2alan"ur in 2ad&ya 3rades&. 7an$alore in arnata)a and

7addi in


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;lso. t&ey launc&ed Cadbury(s Fruit # Nut! In t&e year *+=:s. t&e co%"any

set u" a Cocoa 'esearc& Centre in erala! T&ey set u" t&eir first "lant in

India at T&ane in 2a&aras&tra!

;lso. t&ey launc&ed Cadbury(s Tiffins. Nut 7utterscotc&. Cara%els.

Crac)le. 5 Star and Ge%s! In t&e year *+4:s. t&e co%"any co%%issioned t&e

2alt EAtract 3lant at Induri in 2a&aras&tra! T&e na%e of t&e co%"any as

c&an$ed fro% Cadbury Fry /India0 3vt 1td to Cadbury India 1td! T&ey

launc&ed Cadbury(s Eclairs durin$ t&is "eriod! In t&e year *+-:s. t&e

co%"any as converted into a "ublic li%ited co%"any! In t&e year *++:s. t&e

co%"any launc&ed t&e Su$ar Confectionery business it& Trebor Goo$ly!

T&ey launc&ed Cadbury(s 3er). Cadbury(s Truffle and 3icnic durin$ t&is

"eriod! In t&e year 8::8. t&e co%"any increased t&e "roduction of 2alted

Foods fro% =.54: tonnes to 4.+:: tonnes! In Dece%ber 8::8. Cadbury

Sc&e""es 3lc U ac9uired t&e $lobal non?c&ocolate confectionary business

of 3fier Inc. US; na%ely Barner 1a%bert India 3vt 1td! In t&e year 8::>.

and National Stoc) EAc&an$e 1td. 2u%bai it& effect

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fro% February 4. 8::>! In t&e year 8::5. t&e co%"any increased t&e

"roduction ca"acity of 2alted Foods by ,.=:: tonnes to *>.8:: tonnes and

*::

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!

2aster confectioner Frederic

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inc&el%an as a""ointed to s&are &is reci"e and "roduction secrets it&

Cadbury or)ers! T&is resulted in Cadbury "roducin$ c&ocolate covered

nou$ats. bonbons delices. "istac&e. cara%els. avelines and %ore! Cadbury

%anufactured its first %il) c&ocolate in

*-+4! To years later t&e 7ournville factory e%"loyed 8.=:: "eo"le and

Cadbury as incor"orated as a li%ited co%"any!

Durin$ Borld Bar I. %ore t&an 8.::: of Cadbury’s %ale e%"loyees

joined t&e ;r%ed Forces! Cadbury su""orted t&e ar effort. sendin$ ar%

clot&in$. boo)s and c&ocolate to t&e soldiers! Cadbury su""le%ented t&e

$overn%ent alloances to t&e de"endants of t&eir or)ers! B&en t&e

or)ers returned. t&ey ere able to return to or). ta)e educational courses.

and injured or ill e%"loyyees ere loo)ed after in convalescent &o%es!

Durin$ t&is "eriod trade overseas increased. and Cadbury o"ened its firstoverseas factory near


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C;D7U'Y BO'1D BIDE

Cadbury is t&e orld(s lar$est confectionery co%"any and &ave a

stron$ re$ional "resence in bevera$es in t&e ;%ericas and

;ustralia!

Bit& ori$ins stretc&in$ bac) over 8:: years. today

t&eir "roducts ? &ic& include brands suc& as Cadbury. Sc&e""es.


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? It e%"loy =:.::: "eo"le in over 8:: countries

? Borlds No * Confectionery co%"any

? Borld(s No 8 Gu%s co%"any

? Borld(s No > bevera$e co%"any

Cadbury 7randsH

C&ocolates

Snac)s

7evera$es

Candy

SN;CSH

7ytes

7EE';GES

7ournvita

C;NDY


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2il) 8 in *. a deli$&tful co%bination of %il) c&ocolate and &ite c&ocolate!

Givin$ consu%ers an eAcitin$ reason to )ee" co%in$ bac) into t&e fun filled

orld of Cadbury!

Today. Cadbury Dairy 2il) alone &olds >:6 value s&are of t&e Indian

c&ocolate %ar)et!

5 ST;'

T&e second lar$est after Cadbury Dairy 2il) it& a %ar)et s&are of *,6.

Cadbury 5 Star %oves fro% stren$t& to stren$t& every year by increasin$ its

user base!

1aunc&ed in *+=+ as a bar of c&ocolate t&at as &ard outside it& soft

cara%el nou$at inside. Cadbury 5 Star &as re?invented itself over t&e years to

)ee" satisfyin$ t&e consu%ers taste for a &i$& 9uality # different c&ocolate

eatin$ eA"erience!

One of t&e )ey "ro"erties t&at Cadbury 5 Star as associated it& as its

classic Gold colour! ;nd t&rou$& t&e "assa$e of ti%e. t&is as one "ro"erty

t&at bot&. t&e brand and t&e consu%er stuc) to as a valuable association!

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2ore recently. to $ive consu%ers anot&er reason to co%e into t&e Cadbury 5

Star fold. Cadbury 5 Star Crunc&y as launc&ed! T&e sa%e delicious

Cadbury 5 Star as no available it& a das& of rice cris"ies!

3E'

Cadbury launc&ed 3er) in *++=! Bit& its li$&t c&ocolate and afer construct.

Cadbury 3er) tar$eted t&e casual snac)in$ s"ace t&at as do%inated

"ri%arily by c&i"s # afers!

Bit& t&e rise of %ore value?for?%oney brands in t&e afer c&ocolate

se$%ent. Cadbury 3er) unveiled to ne offerin$s ? 3er) K1 and KK1! In

8::,. it& an added dose of ('eal Cadbury Dairy 2il)( and an (i%"roved

afer(. 3er) beca%e even %ore irresistible

CE1E7';TIONS

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Cadbury Celebrations as ai%ed at re"lacin$ traditional $iftin$ o"tions li)e

2it&ai and dry? fruits durin$ festive seasons!

Cadbury Celebrations is available in several assort%entsH ;n assort%ent of

c&ocolates li)e 5 Star. 3er). Ge%s. Dairy 2il) and Nutties and ric& dry fruits

enrobed in Cadbury dairy %il) c&ocolate in 5 variants. ;l%ond %a$ic. raisin

%a$ic. cas&e %a$ic. nut butterscotc& and cara%els!

T&e su"er "re%iu% Celebrations 'ic& Dry Fruit Collection &ic& is a festive

offerin$ is an eAotic ran$e of c&ocolate covered dry fruits and nuts in various

flavours and t&e "re%iu% dar) c&ocolate ran$e &ic& is eAotic dar)

c&ocolate in luscious flavours!

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TE23T;TION

Ever see "eo"le &ide aay t&eir c&ocolate since t&ey don’t ant to

s&are

itL If you &ave. t&en its li)ely to be a bar of Cadbury Te%"tationsLCadbury Te%"tations is a ran$e of delicious "re%iu% c&ocolate in five

flavours!

'esearc& revealed a nic&e se$%ent of M c&oco&olics ? t&ose eA"osed

to international c&ocolates and t&ose &o love a variety of c&ocolates but

"ossibly find t&e "rice of international c&ocolates too &i$&! Cadbury

Te%"tations is a ran$e tar$eted at t&is se$%ent of discernin$ c&ocolate

lovers!

T&e Cadbury Te%"tations ran$e is available in 5 delicious flavour

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variants

? 'oast ;l%ond Coffee.


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'ESE;'C< O7@ECTIE

•

O7@ECTIE *! To deter%ine t&e tar$et audience for dairy %il)

8! To deter%ine t&e different flavors of dairy %il)

>! To analye t&e "rice of t&e "roduct!

,! To deter%ine t&e fre9uency of buyin$ t&e "roduct

5! To )no t&e %ar)etin$ strate$y of t&e dairy %il)

=! To )no t&e i%"act of advertise%ent of dairy %il) on t&e tar$eted

audience!

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3roducts offered by Cadbury /dairy %il)0

•

D;I'Y 2I1

Cadbury Dairy 2il) enca"sulates an enor%ous breat& of e%otions. fro%

s&ared values suc& as fa%ily to$et&erness. to t&e "ersonal values of

individual enjoy%ent! It stands for $oodness! ; %o%ent of "ure %a$icL

Cadbury Dairy 2il) /CD20 entered t&e Indian %ar)et in *+,-. and

since t&en for consu%ers across India. t&e ord Cadbury &as beco%e

synony%ous it& c&ocolate! CD2 re%ains at t&e to" of t&e Indian c&ocolate

%ar)et not only because of its %ost delicious. best tastin$ c&ocolate but also

because of its %e%orable co%%unication!

In t&e early days. t&e brand &ad a &u$e fan folloin$ a%on$ )ids! In

order to build stron$er a""eal a%on$ older a$e $rou"s. t&e brand re?

"ositioned itself t&rou$& t&e classic P'eal Taste of 1ife’ ca%"ai$n in *++,!T&e ca%"ai$n "ositioned Cadbury Dairy 2il) as t&e c&ocolate t&at

aa)ened t&e little c&ild in every $ron u" and very soon. bot& teena$ers

and adults. ere &oo)ed on to t&is bar of "ure %a$ic!

Bit& t&e launc& of t&e 's! 5 "ac) in *++-. CD2 beca%e %ore

affordable and &ence %ore accessible for t&e %asses! T&e ensuin$ "ositionin$

of P&aane Baalon )o )&aane )a 7a&ana C&&ayie’ %ade consu%"tion into a

joyful. social occasion!

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In 8::,. t&e Quc& 2eet&a


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Bit& a lar$e section of Indians still c&oosin$ traditional seets

/2it&ai0 over c&ocolates. an offerin$ as re9uired t&at ould seed c&ocolate

consu%"tion a%on$st non?users and &el" increase consu%"tion fre9uency

a%on$st frin$e c&ocolate users!

;lso. even at its loest "rice "oint. Cadbury c&ocolate as still

inaccessible to %ajority of t&e rural "o"ulation! T&erefore. in an effort to

u"$rade t&e Candy and 2it&ai eatin$ consu%ers to c&ocolate. Cadbury

launc&ed CDM Shots in 8::-! ;n innovative for%at of su$ar coated

c&ocolate %ade to it&stand t&e rural te%"erature fluctuations!

3ositioned as Pc&ocolate laddoo’ and "riced at 's! 8 for 8 "ieces. t&e

atte%"t as to introduce t&e "roduct to consu%ers as t&e "erfect value?for?

%oney acco%"ani%ent for t&eir s%all celebratory occasions!

2ulti"le ca%"ai$ns fro% t&e brand &ave establis&ed t&e na%e PS&ots’

and Pladdoo’ a%on$st )ids. teens and adults! T&ese c&ocolate laddoos are t&e

ne affordable alternative to seet!

• D;I'Y 2I1 SI1

Cadbury Dairy Milk &as ca"tured t&e &eart of Indian consu%ers for over

siA decades but t&ere as roo% for a %ore "re%iu% entrant in t&e cate$ory!

;nd enter CDM Silk ! 2ost CDM lovers t&ou$&t t&at not&in$ could taste

better. but CDM Silk ca%e as a elco%e sur"riseL It is crea%ier. s%oot&er.

and tastier! Its do%e s&a"ed cubes "ac) %ore c&ocolate and &ence "rovide a

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su"erior eat eA"erience!1aunc&ed in @anuary 8:*:. it& a tantaliin$ taste

t&at te%"ts t&e taste buds. CDM Silk delivered an eA9uisite c&ocolate eatin$

eA"erience in t&e Indian %ar)et! T&e advertisin$ &i$&li$&ts t&e joy of

savorin$ CDM Silk and builds on its crea%y and s%oot& eA"erience t&at

instantly %elts in your %out&! T&is brand "ro%ise as beautifully ca"tured

by t&e ta$line Q


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ones delicious c&ocolates in "lace of traditional seets! In 8::8. Cadbury

furt&er stren$t&ened and nurtured t&e closeness of t&e brot&er sister

relations&i"! Bit& Gular’s &eartar%in$ lyrics `Rishtey akne Do’ .

Q Aankhon Se Chakne Do’ . t&e a$e?old custo% of tyin$ a Rakhi as folloed

by $iftin$ a boA of Celebrations! 7eteen 8::> and 8::=. Celebrations

beca%e t&e "erfect addition to t&e traditional Sha$un! Bit& t&e ta$line

`Kyunki Sir% Sha$un Hi Kaa%i &ahin’ yet one %ore ti%e. Cadbury %ade

Raksha Bandhan even %ore s"ecial

In 8::-. Celebrations ent beyond a si%"le Rakhi $ift. and

co%%e%orated t&e true core of t&e relations&i" t&e love t&at siblin$s s&are!

In 8:*:. t&e 'ic& Dry Fruit and ;ssorted Favorites ran$e of Celebrations

ere unleas&ed. &ic& ere a"tly su""orted by t&e QShararat’ co%%ercial!

No. Celebrations beca%e t&e ne fun starter for t&e older siblin$s a

delicious treat t&at t&ey could enjoy on t&e occasion of Raksha Bandhan!

'eco$niin$ t&e %ar)et "otential. Cadbury decided to add t&e Diwali

tist to Celebrations! Bit& t&e *+++ ca%"ai$n t&at sur"rised fa%ilies it&

Q Diwali Ki Meethi Shubhkaamnaaye’ and t&e Q Har al Bane !k "tsa'’

ca%"ai$n in 8:::. "eo"le ere no revelin$ in t&e Diwali festivities it& a

boA of Cadbury Celebrations! In 8::8. it& t&e ta$line Q Rishtey akne Do’

t&e 'ic& Dry Fruit Collection as introduced in t&e %ar)et t&at $ot fa%ilies

to$et&er in festive ti%es!

Delvin$ beyond fa%ilies. t&e 8::, Celebrations co%%ercials starrin$

;%itab& 7ac&c&an ce%ented t&e s"irit of friends&i" it& t&e ta$line Q Aisi

Mithaas Jo Dosti Banaye Khaas’ ! In 8::=. anot&er ;%itab& 7ac&c&an starrer

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it& t&e ta$line `!k Aisi Mithaas( Jo Dosti Ko Banaye Aur Bhi Khaas ’

celebrated t&e ar%t& of re?unions and friends&i"s t&at ent beyond ti%e! In

8::+. Celebrations too) t&e brand t&ou$&t dee"er into t&e %eanin$ of

Diwali it as no a sy%bol of ne friends&i". s"readin$ &a""iness. and

ta)in$ a %o%ent to t&an) all t&ose &o re%ain una""reciated for %ost "art

of t&e year! Ta""in$ into t&e festive %ood of to$et&erness. Celebrations

started as)in$ "eo"le `)ss Diwali Aa# Kisse Khush Karen$e*’

• D;I'Y 2I1 F'UIT N NUT

Cadbury Dairy 2il) Fruit # Nut is a c&ocolate bar. t&at is %ade

by Cadbury U . and is sold in t&e United in$do% and ot&er countries! It

contains. as t&e fruit and nut raisins and al%onds &oever in early versions

of t&e bar t&e nuts ere %iAed nuts. includin$ 7rail buts. rat&er t&an just

al%onds!*

T&e bar launc&ed in *+8= as Cadbury+s ,ruit - &ut . but as

rena%ed Cadbury Dairy Milk ,ruit - &ut in 8::>! In t&e early years. alon$

it& t&e ot&er Dairy 2il) varieties. it as advertised as bein$ essentially

Dairy 2il) it& added bits! 7y t&e *+=:s eac& variety as advertised and

26

http://en.wikipedia.org/wiki/Cadburyhttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Raisinshttp://en.wikipedia.org/wiki/Almondshttp://en.wikipedia.org/wiki/Cadbury_Dairy_Milk_Fruit_&_Nut#cite_note-1http://en.wikipedia.org/wiki/Cadburyhttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Raisinshttp://en.wikipedia.org/wiki/Almondshttp://en.wikipedia.org/wiki/Cadbury_Dairy_Milk_Fruit_&_Nut#cite_note-1


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branded se"arately. distancin$ itself fro% its Dairy 2il) "arent. in order to

a""eal to a youn$er %ar)et. &ence t&e ide variety of ra""ers and $ra"&ics!

T&e fa%ous Fruit and Nut advert &ad t&e slo$an (Everyone(s a fruit and

nutcase(! t&is as furt&er reinforced it& a

rebrandin$ to beco%e Cadbury Dairy 2il) Fruit and Nut!

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'ESE;'C< DESIGN

T&e researc&er &as used descri"tive ty"e of researc& for t&e "roject!Descri"tive researc& is very co%%on in business and ot&er as"ects of life! In

fact. %ost of t&e %ar)etin$ researc& you’ve &eard about or "artici"ated in can

be cate$oried as descri"tive researc&! Bit& a descri"tive researc& desi$n e

are usually tryin$ to describe so%e $rou" of "eo"le or ot&er entities!

Descri"tive researc&. is used to describe c&aracteristics of a "o"ulation or

"&eno%enon bein$ studied!

Descri"tive researc& does not fit neatly into t&e definition of eit&er

9uantitative or 9ualitative researc& %et&odolo$ies. but instead it can utilie

ele%ents of bot&. often it&in t&e sa%e study! T&e ter% descri"tive researc&

refers to t&e ty"e of researc& 9uestion. desi$n. and data analysis t&at ill be

a""lied to a $iven to"ic! Descri"tive statistics tell &at is. &ile inferential

statistics try to deter%ine cause and effect!

28

http://en.wikipedia.org/wiki/Statistical_populationhttp://en.wikipedia.org/wiki/Statistical_population


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SBOT ;nalysis of Cadbury

SBOT ;nalysis is t&e %et&od to evaluate t&e Stren$t&. Bea)ness.

O""ortunity and T&reats involved in an or$aniation! It includes identifyin$

t&e internal and eAternal factors t&at are favorable or unfavorable to ac&ieve

t&e objectives of t&e or$aniation!

Stren$t&H

*! 1ar$est $lobal confectionery su""lier!

8! 2ar)et leaders in t&ree sectorsH C&ocolates. Confectionery and food drin)s

>! Cost of 3roduction is lo due to econo%ic of scale &ic& leads to &i$&er

"rofit and better %ar)et "enetration!

,!


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O""ortunitiesH

*! Groin$ %iddle class and $roin$ urban "o"ulation!

8! Increasin$ $ifts cultures!

>! Substitute to M2it&ais it& &i$&er caloriesJc&olesterol!

,! Increasin$ conce"t in de"art%ental stores desire at cas& counters!

5! O""ortunity increases it& increase in %ar)et s&ares by ac9uisition!

=! Transfer "roduction to lo cost countries &ere labour cost and ra

%aterial ill be c&ea"!

4! Introduction of ne "roducts it& lo fats!

T&reatsH

*! Due to &i$&est brand e9uity and lo cost. it is successful in India!

8! Globaliation ill brin$ in better brands for u""er end of t&e %ar)et!

>!


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Current 2ar)etin$ Strate$y used by Cadbury

To encoura$e t&e consu%ers Cadbury uses %any strate$ies! So%e of t&e%

are as follosH

On Every


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T&ey are t&e nu%ber one c&ocolate brand it& a s&are of about 4:6! Today

only one t&ird of

t&e "o"ulation buys t&e c&ocolate so Cadbury is c&allen$ed to introduce t&e

"leasure of Cadbury to %any "eo"les!

Groin$ it& t&e %ar)etH To attract t&e broader ran$e of consu%ers is t&e

%ain tar$et t&e Cadbury! T&ey created a base ran$e of t&eir acce"table

c&ocolate brands at %ore reasonable and affordable "rice! T&ey also

introduced t&e $ift ran$e "roducts for t&e custo%ers se$%ents it& &i$&?

inco%e $rou"!

Eclairs beca%e %ore "o"ular in t&e %ar)ets it& a &otter cli%ate! T&e

consu%ers find t&e delicious taste of c&ocolate in t&e %iddle t&at easily %elts

in t&e %out& and not in t&e &ot cli%ate! It is also an affordable c&ocolate for

everyone! T&e ne Eclairs Crunc& is it& %ore cris"y cara%el s&ell for &ot

cli%atic conditions!

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S;231ING 2ET


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fro% &ic& t&ey ere c&osen! In t&e "resent course or). convenience

sa%"lin$ as used and an

a$$re$ate sa%"le sie as Sa%"lin$ "rocedure! It &as ta)en si%"le rando%

sa%"lin$!

Sources of secondary data

• Used to obtain infor%ation on. Cadbury and its co%"etitor &istory.

current issues. "olicies. "rocedures etc. &erever re9uired!

• Internet

• Nes"a"er

• Cadbury’s 2ar)et Se$%ent

• 2ar)et "lace for any "roduct is co%"rised of %any different se$%ents

of consu%ers. eac& it& different needs and ants! 2ar)ets

se$%entation can be defined in a nu%ber of ays suc& asH

De%o$ra"&ic variables /e!$! Consu%ers are $rou"s. $ender.

%aterial

states inco%e etcV0

T&e lifestyle of consu%ers /i!e! t&eir interests and activities0 t&e

benefits &ic& consu%ers loo) for in a "roduct or on t&e occasions

&en t&e "roduct %i$&t be consu%ed!

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BO'2 INCIDENT IN D;I'Y 2I1

T&ree years bac). Cadbury(s found itself in t&e eye of a stor%. &en a fe

instances of or%s in its Dairy 2il) bars ere re"orted in 2a&aras&tra! In

less t&an to ee)s. t&e co%"any launc&ed a 3' ca%"ai$n for t&e trade!

;nd t&ree %ont&s later. ca%e an ad ca%"ai$n featurin$ 7i$ 7 and a

reva%"ed "oly?flo "ac)a$in$! 2ar)etin$ and co%%unications eA"erts

brou$&t to$et&er by ;IC;' and t&e Sub&as& G&os&al Foundation say t&at

Cadbury %oved 9uic)ly to bear!

;nd t&an)s to its e9uity it& t&e consu%ers. Cadbury(s on bac) consu%er

confidence. it& &it on sales notit&standin$!

In October 8::>. just a %ont& before Diali. custo%ers in 2u%bai

co%"lained about findin$ or%s in Cadbury Dairy 2il) c&ocolates! uic)

to res"ond. t&e 2a&aras&tra Food and Dru$ ;d%inistration seied t&e

c&ocolate stoc)s %anufactured at Cadbury(s 3une "lant!

In defense. Cadbury issued a state%ent t&at t&e infestation as not "ossible

at t&e %anufacturin$ sta$e and "oor stora$e at t&e retailers as t&e %ost

li)ely cause of t&e re"orted case of or%s!

7ut t&e FD; didn(t buy t&at! FD; co%%isioner. Utta% &obra$ade told

CN7C?T*-. It as "resu%ed t&at or%s $ot into it at t&e stora$e level.

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38/53

but t&en &at about t&e "ac)in$ ? "ac)a$in$ as not "ro"er or airti$&t. eit&er

ays it(s a %anufacturin$ defect it& un&y$ienic conditions or i%"ro"er

"ac)a$in$!

T&at as folloed by alle$ations and counter?alle$ations beteen Cadbury

and FD;! T&e &eat of ne$ative "ublicity %elted Cadbury(s sales by >: "er

cent. at a ti%e &en it sees a festive s"i)e of *5 "er cent!

For t&e first ti%e. Cadbury(s advertisin$ ent off air for a %ont& and a &alf

after Diali. folloin$ t&e controversy! Consu%ers see%ed to i$nore t&eir

c&ocolate cravin$s!

;s a brand under fire. in October itself. Cadbury(s launc&ed "roject (is&as(

? a education initiative coverin$ *+:.::: retailers in )ey states! 7ut &at t&e

co%"any did in @anuary 8::, is &at really &el"ed de?or% t&e brand!

7y investin$ u" to 's *5 crore /'s *5: %illion0 on i%"orted %ac&inery.

Cadbury(s reva%"ed t&e "ac)a$in$ of Dairy 2il)! T&e %etallic "oly?flo.

as costlier by *:?*5 "er cent. but Cadbury didn(t &i)e t&e "ac) "rice!

38


39/53

Data inter"retation # ;nalysis

*! Do you eat c&ocolatesR

75%

25%

Response (%)

Yes

No

39


40/53

8! B&en you t&in) of Cadbury &ic& c&ocolate co%es to your %indR

• Dairy %il)

• 5 star

• 3er)

• it?at

• Ot&ers

40


41/53

Dairy Milk5 Star Kit-Kat

Otherserk

0%

10%

20%

30%

40%

50%

60%

60%

10%10%

5%5%

>! B&y do you "refer t&at "articular brandR

??????????????????????????????????????????????????????????????????????????????????????

,!


42/53

0%

10%

20%

30%

40%

50%

60%

70%

0!7

20%

less the" 5 less the" 10 a#o$e 10

5! Do you t&in) dairy %il) is "referred by c&ildren onlyR

0%

50%

100%

150%

200%

0!4

60%

NO

YS

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43/53

=! Do you t&in) no "eo"le &ave beco%e %ore &ealt& conscious t&at t&e

need of c&ocolate &ave declinedR

0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

200%

0!3

50%

0!2

M&Y '

NO YS

4! Do you t&in) su$ar free dairy %il) s&ould be introduced to attract &ealt&

conscious "eo"leR

43


44/53

0%

10%

20%

30%

40%

50%

60%

YS

NO

M&Y '

0!6

25%

0!15 YS

NO

M&Y '

-!


45/53

0%10%

20%

30%

40%

50%

60%

70%

80%

(!)

*+N( MD+&

*&D+O

,O&*D+N-S

0!75

15%

0!05

0!05

(!)

*+N( MD+&

*&D+O

,O&*D+N-S

*:! Does advertise%ent influence you to buy t&e "roductR

60%

40%

YS NO

45


46/53

**! Give c&ocolate in one adjectiveR

0%

10%

20%

30%

40%

50%

60%

Y.MMY

(&S(Y

/*.N/,Y

0!6

20%

0!2

Y.MMY

(&S(Y

/*.N/,Y

*8! Do you t&in) "rice of dairy %il) is fairR

46


47/53

30%

70%

yes

"o

FINDINGS

47


48/53

5: res"ondents ere as)ed t&e 9uestions on Cadbury dairy %il)!

B&ere 456 said t&at t&ey li)e to eat c&ocolates as 856 don’t eat

c&ocolates! B&ere 4:6 li)e to eat dairy %il) and ot&er >:5 "refer so%e ot&er

c&ocolates it as also been as)ed in dairy %il) &ic& c&ocolate t&at ould

"refer %ost of t&e% said t&ey ould li)e to eat dairy %il) and least "eo"le

ould li)e to $o for dairy %il) fruit n nut! ;nd avera$e selection as done

for crac)le and dairy %il) sil)! 2ajority of t&e "eo"le ould "urc&ase t&e

c&ocolate bar less t&an 5 "er ee)! *:6 "eo"le ould li)e to buy %ore t&an

*: bar in a ee)!

;s dairy %il) is not only "referred by c&ildren only! =:6 of t&e

res"ondent said t&at t&e c&ocolate is "referred by adults too! ;s dairy %il)

are consu%ed by %any "eo"le t&e %ost a""ealin$ is t&rou$& advertise%ent!

T&at to television it also influence to buyer to buy t&e "roduct!

;s t&e res"ondent are not %uc& &a""y it& t&e "rice of t&e dairy %il)!

4:6 of t&e% said t&at "rice is too &i$& es"ecially of dairy %il) sil)! ;s 5:6

said t&at su$ar free dairy %il) ill &el" t&e "eo"le to attract t&e one &o is

&ealt& conscious!

48


49/53

CONC1USION

Cadbury(s "resence in India dates bac) to *+,-. &en t&e "arent

Cadbury Sc&e""es set u" a &olly oned subsidiary Cadbury Fry /India0

1td! Cadbury. a subsidiary of Cadbury Sc&e""es is a do%inatin$ "layer in

t&e Indian c&ocolate %ar)et it& stron$ brands li)e Dairy 2il). Five Star.

3er). Ge%s. etc! Dairy %il) is t&e lar$est c&ocolate brand in India!

C&ocolates # Confectionery contribute to 456 of Cadbury’s turnover!

Cadbury Dairy Milk /CDM 0 entered t&e Indian %ar)et in *+,-. and since

t&en for consu%ers across India. t&e ord Cadbury &as beco%e synony%ous

it& c&ocolate! CDM re%ains at t&e to" of t&e Indian c&ocolate %ar)et not

only because of its %ost delicious. best tastin$ c&ocolate but also because of

its %e%orable co%%unication! ; stron$ foundationH Since *+,-. Cadbury is

servin$ t&eir "roducts in India and t&ey &ave created a very stron$ tradition

and leaders&i" "osition! T&ey are t&e nu%ber one c&ocolate brand it& as&are of about 4:6! Today only one t&ird of t&e "o"ulation buys t&e

c&ocolate so Cadbury is c&allen$ed to introduce t&e "leasure of Cadbury to

%any "eo"les!

49


50/53

7I71IOG'; 3


51/53

UESTION;'IE

*! Do you eat c&ocolatesR

• Yes

• No

8! Do you "refer dairy %il)R

• Yes

• No

>! B&en you t&in) of Cadbury &ic& c&ocolate co%es to your %indR

• Dairy %il)

• 5 star

• 3er)

• it?at

• ot&ers

,!


52/53

• No

=! Do you t&in) no "eo"le &ave beco%e %ore &ealt& conscious t&at t&e

need of c&ocolate &ave declinedR

• Yes

• No

• 2aybe

4! Do you t&in) su$ar free dairy %il) s&ould be introduced to attract &ealt&

conscious "eo"leR

• Yes

• No

• 2aybe

-!


53/53

• Yu%%y

• Testy

• Crunc&y

*8! Do you t&in) "rice of dairy %il) is fairR

• Yes

• No

Cadbury-dairy Milk (1)20151003 (1)

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