Mohit

ANALYSIS OF CADBURY 5 STAR CHOCOLATE IN THE

MARKET WITH ITS COMPETITORS

A

SUMMER TRAINING PROJECT REPORTSUBMITTED

INTHE PARTIAL FULFILLMENT FOR THE DEGREE

OFBACHELOR OF BUSINESS

ADMINISTRATION

TO

C.C.S. UNIVERSITY, MEERUT (2010-13)

SUBMITTED TO SUBMITTED BYMr.Mohit Gupta Mohit Dwivedi(Project Guide) B.B.A VI Sem

ROLL NO. 9054515

INSTITUTE OF MANAGEMENT & RESEARCH, GHAZIABAD

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ACKNOWLEDGEMENT

The successful completion of any work would beam always be Incomplete unless we

mention the valuable cooperation and assistance of those people who were a source

of constant guidance and encouragement, they served as bacon light and crowned our

efforts with success.

I would like to extend my sincere gratitude to our Director Prof. V.K Goswami for his

guidance. I am very thankful to Dr. NachiketaMishra (Head of Department) who

provide me a chance to learn and gain a lot during my Research and to my Mentor

Prof.R.Bhatnagar for his full support and co-operation.

Mohit Dwivedi

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PREFACE

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 led in both, the confectionery and soft

drink market Intec 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.

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EXECUTIVE SUMMARY

TITLE: ANALYSIS OF CADBURY CHOCOLATE IN THE MARKET WITH ITS COMPETITORS.

Rationale of study:

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

insight based upon unparalleled Breathe 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 this report

study about market share and different strategy with its competitors.

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CONTENTS

INTRODUCTION 6-27

OBJECTIVE 28-29

IMPORTANCE OF STUDY 30-31

RESEARCH METHODOLOGY 32-47

SWOT ANALYSIS 48-51

5P’s Of MARKETING 52-62

FINDING & DATA ANALYSIS 63-69

LIMITATION 70-71

CONCLUSION 72-73

RECOMMENDATIONS 74-78

BIBLIOGRAPHY 79-80

QUESTIONNAIRE 81-82

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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 Intec UK and becoming a major force in the international market.

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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 will remember as the story of “The taste of life”.

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

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The legend called Cadbury

1824 – A once business was opened in 1824 by a young Quaker, John Cadbury, in

Bull street Birmingham was to be the foundation of Cadbury Limited, now one of the

world’s largest producers of chocolate.

1831 – By this year the business had changed from a grocery shop and John Cadbury

had become a manufacturer of drinking chocolate and cocoa. This was the start of

Cadbury manufacturing business as it is known today. A larger factory in Bridge

Street Birmingham was rented in 1847, John Cadbury was joined by his brother

Birmingham and the business became Cadbury Brother of Birmingham.

1861 – John Cadbury resigned his business and handed over to his sons, Richard, 25

and George, 21 who after 5 difficult years almost shut down the business to take up

other vocation. Fortunately for generation of chocolate lovers, they didn’t.

1866 – Saw a turning point for the company with the introduction of a process for

pressing the cocoa butter from the coca beans. This not only enabled Cadbury

Brothers to produce pure coca essence, but the plentiful supply of coca butter

remaining was also used to make new kind of eating chocolate. The essence was

advertised as ‘Absolutely pure, therefore best’.

1879 – Business prospered from this time and Cadbury Brother outgrew the Bridge

Street factory, moving in 1879 to a ‘Greenfield’ site some miles from the center of

Birmingham which came to call Bourneville. The opening of the Cadbury factory in a

garden also heralded a new era in industrial relations and employee welfare with joint

consultation being just one of the introduced by the pioneering Cadbury Brothers.

1899 – In this year the business private limited company – Cadbury Brothers Limited.

Progress since the start of the century through the inter – war years onward ahs been

rapid. Chocolate has moved being a “luxury” item to well within the financial reach

of everyone.

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1905 – Cadbury has many famous brands with one of major success

story being Cadbury’s Dairy Milk chocolate launched in 1905, today Britain’s

favorite modeled chocolate bar.

Cadbury today is the market leader in the U.K chocolate confectionary market,

employing the most advanced processing technology and management information

and control techniques. The company is the confectionary division of Cadbury

Schweppes plc which is major force in the confectionary and soft drinks international

market.

World - wide Cadbury is one of the pre – eminent names in confectionary with

impressive range of famous brands.

Quality has been the focus of the Cadbury business from the very beginning as

generations have worked to produce chocolate with that very special taste,

smoothness and snap, so characteristics of Cadbury’s chocolate.

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Design Development

Milk chocolate for eating was first made by Cadbury in 1897 by adding milk powder paste to the dark chocolate recipe of cocoa mass, cocoa butter and sugar. By today’s standards this chocolate was not particularly good as it was very coarse and dry and was not sweet or milky enough for public tastes.

At that time there was a great deal of competition in the U.K from continental manufactures, not only the French with their fancy chocolates but also from the Swiss, who were renowned for their milk chocolate. Led by George Cadbury junior, the Bourneville experts set out to meet the challenge. A considerable amount of time and money was spent on research and new plant design to produce the new chocolate in much large quantities.

A new recipe was formulated fresh milk and new production processes were developed to produce milk – chocolate not as merely as good as but better than the imported milk chocolate.

Four years of hard work were invested in the project and in 1905 what was to be Cadbury’s top selling brand was launched. Three names were considered Jersey Highland Milk and Dairy Maid. Dairy Maid became Dairy Milk and Cadbury’s Dairy Milk with its unique flavor and smooth creamy texture was ready to challenge the Swiss domination of the milk chocolate market.

By 1913 it had become the company’s best selling line and in the mid twenties Cadbury’s Dairy Milk gained its status as the brand leader, a position that it has held ever since. Today more than 250 million bars of Cadbury’s Dairy Milk are made every year and sales reach over 100 million Pound in value.

While advertising and label design g-have changed with fashion and considerable strides have been made in manufacturing technologies, the recipe for Cadbury’s Dairy Milk its ‘glass and a half of full cream milk in every half pound produced’ is still basically the same as when it was launched.

Cadbury’s Dairy Milk Story

Chocolate has been enjoyed by successive generation since the manufacturing process was developed in the Victorian Times. A good chocolate is an art form depending on recipe traditions, which have grown over the years. Chocolates have use their skills to make balanced recipe in which all the ingredients combine to produced chocolate with all the characteristics that enable full delicious taste to be enjoyed by the consumers.

By today’s standards the first chocolate for eating would have been considered quite unpalatable. It was the introduction of the Van Hutten cocoa press from Holland that

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was the major break through in the chocolate production as it provided extra cocoa butter needed to make a smooth glossy chocolate.

Cadbury’s Milk Tray – 1915

Milk Tray has maintained its popularity in the changing world since the milk chocolate assortment made with the famous Cadbury’s Dairy Milk chocolate was first introduced in 1915.

The name ‘tray’ derived from the way in which the original assortment was delivered to the shops. Originally Milk Tray was packed in five and as half pound boxes, arranged on trays from which it was sold loose o customers. The half pound deep – lidded box with the traditional purple background and gold script was introduced in 1916, followed by one pound box in 1924.

With its stylish, without frills presentation Milk Tray was the assortment for everyday, not just special occasion and it represented the best buy in the chocolate for millions of people. The pack design has been regularly updated and the assortment itself has changed in line with consumers taste and preferences.

By the end mid – thirties the Cadbury’s Milk Tray assortment outsold all its competitions and today it is still one of the most popular boxes of chocolates in this country.

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PRODUCT PROFILE

CHOCOLATE & CONFECTIONARY

Dairy Milk

Fruit & Nut

Picnic

Perk

Gems

Éclairs

Nutties

Temptation

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FOOD DRINKS

Ovaltine

Drinking chocolate

Bournvita

Horlicks

Cadbury’s Fruit & Nut

New Launch

Cadbury target kids with Milk Treat: - It is a product that talks directly to the

target consumer. The product benefits have

been defined as “The goodness of milk to the

fun of chocolate”. It combines both good

health, multinational value of milk along with

the values of fun and excitement. The kinds

formally associate with Cadbury chocolate

offering.

Temptation :- It is aimed at the niche

“international chocolate “ segment of the

chocolate market a segment how upgrade from

brands such as Cadbury’s to premium

international offering such as Tolerance, Lind it

and Hershey. Roughly 5%of the total domestic

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consumption expected to grow to some 10%. This segment is too good

to miss out on. The

Previous

Cadbury’s range available in India did not offer consumer an option to upgrade to

international chocolate within the Cadbury’s fold. Temptation is an attempt to lug

niche, priced Rs. 30.

The Cadbury Story

Cadbury’s success story

In 1984, John Cadbury founded U.K. company with one aim:- to create the highest

quality chocolate. By1969, when Cadbury merged with the soft drink giant.

Schweppes, Cadbury brands were already famous all around world.

Today Cadbury’s production are enjoyed in 120 countries, with 40 chocolate

confectionary brands, Cadbury dominated markets as far as the U.K. and Australia

that’s why Cadbury have been dubbed “The world’s master chocolate makers”.

The secret of Cadbury’s success

What is the secret of Cadbury’s continuing success first there’s the careful

selection of the finest coca beans from west Africa, as well as tasty hazel nuts

from Turkey and the fine sheet and choicest natural ingredient available to us

anywhere. Finally there’s skillful marketing Cadbury always takes extreme care

in selecting and marketing the right range of product in every cause.

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The right product, the right partners, the right marketing, the

promotional back up and the right employees. These are the ingredients in Cadbury’s

latest recipes for success.

Right from the stand Cadbury Dairy Milk Chocolate success has been based on 4

factors:-

Quality

Value for money

Advertising

Amul Chocolates

AMUL CHOCOLATE is made from Sugar, Cocoa Butter, Milk Solids, Chocolate

mass

Composition:

Milk Fat 2%

Sugar 55%

Total Fat 32.33%

(Milk Fat + Cocoa Fat)

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Cocoa Solids 7.5%

Milk Solids 20%

Product Specification:

Meets all requirements under the PFA for boiled sugar confectionary.

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.

Members: 12 district cooperative milk producers' Union

No. of Producer Members: 2.36 million

No. of Village Societies: 11,333

Total Milk handling capacity: 6.9 million liters per day

Milk collection (Total - 2003-04): 1.81 billion liters

Milk collection (Daily Average 2003-04):

4.97 million liters

Milk Drying Capacity: 511 metric Tons per day

Cattle feed manufacturing Capacity:

2340 Mets per day

Sales Turnover Rs (million) US $ (in million)

2002-03 11140 355

2003-04 13790 400

2004-05 15540 450

2005-06 18840 455

2006-07 22192 493

2007-08 22185 493

2008-09 22588 500

2009-10 23365 500

2010-11 27457 575

2011-12 28941 616

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Amul Brands

Quality is the essential ingredient in all of our brands and the reason why millions of people choose Nestlé products every day. Our consumers have come to trust in Nestlé’s commitment to excellence and turn to Nestlé brands to maintain nutritional balance in a fast paced world.

Baby Foods:

Nutrition that suits the needs of your baby

Dairy Products:

From shelf-stable solutions to chilled dairy

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Breakfast Cereals:

Start your day out healthy with Nestlé Breakfast Cereals.

Ice Cream:

Discover the world of delicious Nestlé Ice Cream.

Chocolate & Confectionery

Delighting the senses with a range of tastes and textures

Prepared Foods:

Preparing well-balanced meals is a snap with Nestlé.

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Beverages:

Drink to a healthy, active life with Nestlé beverages

Food Services :

Providing food and beverage professionals with a wide range of solutions

Bottled Water:

Capturing nature in its purest form

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Pet care :

Nutrition, health and wellness for your pet

NESTLE INDIA

THE NESTLE India stock has been bubbling with activity in an otherwise listless equity market.

Till date, the stock has surged 77 per cent from its low of Rs 304 in May 2000 and now commands a valuation 39 times the expected earnings for 2000. This is steep by FMCG standards.

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The recent surge in the stock is partly driven by the announcement by

the parent, Nestle SA, that it would use the creeping acquisition route to mop up

another five per cent in Nestle India through open-market purchases. But improving

the stock's valuation can also be traced to good financial performance in a market

starved of healthy earnings numbers.

On a comeback trail

The resumption of its coffee exports to Russia and a favorable input price

environment pepped up Nestle India's net profit growth to 28 per cent in the first nine

months of 2000. Sales growth in this period was 10.4 per cent, with domestic sales

rising 9.8 per cent and export sales 13.8 per cent. In reality, the growth in sustainable

net profits was higher than reported as the company took an additional one-time

charge of Rs 14.70crore in the first nine months of 2000 for provisions against

contingencies.

Unusually, low input prices may have contributed considerably to margin expansion.

Continuing surpluses in global production have pushed both coffee and cocoa prices

(the two key inputs for Nestle India, apart from milk) to historic lows in 2000. While

coffee prices are hovering close to their seven-year lows, cocoa prices recently

bounced off their lowest levels in three decades.

With global agencies forecasting high carry-in stocks for the next season, the soft

input price advantage could be with Nestle for the time being. Does this mean Nestle

India will sustain its healthy earnings performance over the next couple of years?

This will depend on its ability to revive sales growth in its domestic product

categories.

Greener pastures at home

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Nestlé’s 10.4 per cent sales growth in the first nine months of 2000 is

partly magnified by the low base of comparison. The cessation of coffee exports to

Russia due to the economic crisis there, led to a 38 per cent drop in export sales (and

a 5 per cent drop in net sales) for Nestle India in 1999.

Instant coffee exports to Russia resumed this year, but the business remains poor

because realizations have fallen in line with green coffee prices. Since realizations in

the export market are unlikely to look up in the next year, Nestle will continue to look

to its domestic product portfolio to sustain earnings growth.

In recent times, as with other FMCG companies, Nestle India's top line growth in the

domestic market was unimpressive, at around 8 per cent in 1999 and 9.8 per cent in

the first nine months of 2000. In the domestic market, Nestle India has traditionally

derived its revenues from five product baskets -- coffee (Nescafe Select, Sunrise);

milk products (Milkmaid condensed milk and ready mixes, Coffee mate coffee

creamer, Everyday Dairy Whitener); weaning foods for infants (Cereal, Nostrum,

Lactones); chocolates/confectionery and malted beverages (Milo, Kit Kat, Charge,

Munch, Polo); and food products (Maggie noodles, soups).

Cash cows slow down

Of these, weaning foods and milk products are the cash cows, with dominant market

shares in both businesses. But as these are mature products, they appear likely to

deliver steady, and not scorching, growth rates. Sales growth in these businesses was

less than five per cent in 1999-2000.

In chocolates and instant coffee, the growth prospects appear brighter, but Nestle

faces intense competition from the players with the dominant market shares. While

Unilever and Tata Coffee are significant threats in the coffee market, the market

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leader Cadbury India has been a potent threat in the chocolate

confectionery market.

Nestlé’s Kit Kat has actually ceded market share to Cadbury's Perk in the past year.

The market for specialized food products such as soups and noodles holds healthy

growth potential. But the market is relatively small and players such as International

Best foods, Unilever and Dabur are vying with a host of imported brands and regional

players for a share of the pie.

Stretching existing businesses

Over the past year, Nestle has devoted considerable attention to the expansion of its

domestic businesses. It has drawn brands such as Coffee mate coffee creamer, Frappe

cold coffee and Nescafe Gold from the Swiss parent's portfolio to expand its milk

products and beverages range. Incidentally, the inputs from the parent do not come

free. Nestle India paid its parent a Rs 53.69-crore royalty in 1999 (net profits for the

year were Rs 98.47 crore). Royalty payments accounted for 3.5-4 per cent of sales

over the past three years.

Nestle has used the soft input prices to reduce prices of its coffee and chocolate

brands. Products such as Kit Kat and Munch in low-unit price packs have been used

to encourage trial and bolster flagging volumes. But these moves will take time to pay

off.

However, the revival in the 2000 third quarter domestic sales is heartening. For the

quarter ended September 2000, Nestle reported an 18 per cent growth in domestic

sales (export sales declined 8 per cent due to lower realizations). Considering that

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Nestle has reduced both coffee and chocolate prices over the past year

and held other product prices, this indicates volume growth of a higher order.

A plan to expand the network of Nescafe vending machines and establish coffee bars

to encourage out-of-home consumption of coffee is also on the cards.

Testing the waters

Over the past year, the company has also announced forays into three new areas --

liquid milk, bottled water and biscuits. The foray into biscuits is through the joint

venture Excelsior Foods, so the contribution to Nestlé’s revenues may at best be in

the form of dividends for now.

Liquid milk and bottled water are businesses that hold immense growth potential.

Larger players can expand through higher penetration levels and at the expense of the

unorganized segment. However, both these segments are quite crowded with feature

listed and unlisted players which have considerable financial muscle.

In the liquid milk segment, Nestle will be up against the formidable Amul, apart from

a host of private dairies with established clientele.

In the bottled water market, the market leader, Biller (of Parle Products), has had to

contend with competition from scores of me-too brands, apart from Pepsi's Aquarian,

Coca-Cola's Kinsley. Going forward, competition is only likely to increase, with

Britannia planning to launch more bottled water brands from its foreign collaborator

DANONE’s portfolio (Evian, one of the largest bottled water brands, is already on

shop shelves).

Striving for niches

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Nestle India has already launched two bottled water brands in the

domestic market -- the internationally renowned Perrier, followed recently by its

sparkling mineral water brand, San Pellegrino (reputed to be sourced from the Swiss

Alps).

However, both products are for up market consumers. The premium pricing suggests

that the products will remain niche products with relatively small target markets. Pure

Life, the mass market bottled water brand to be launched shortly, will determine the

success or failure of Nestlé’s bottled water foray.

Nestle India has also shied away from the mass market for liquid milk in plastic

pouches, and instead restricted itself to ultra heat treated (UHT) milk in Tetra packs.

The product is priced at a substantial premium to the other local brands.

Investment outlook: Nestlé’s new product forays are into extremely competitive

markets and investments in the new businesses are likely to be high over the next few

years.

In this respect, the advantage of soft input prices, high cash flows available from the

stable businesses (such as weaning cereals and coffee) and the financial might of the

parent, Nestle SA, will stand Nestle India in good stead.

The royalty to the parent should ensure that Nestle India continues to enjoy

ungrudging access to the parent's product portfolio. In many respects, in India Nestle

is pitted against its key adversaries worldwide -- Groupie DANONE and Unilever. In

the foods business at the global level, both companies are considerably smaller than

Nestle SA.

But marketing prowess, rather than size is likely to determine the success of Nestle

India's new product forays in the next couple of years. Since the high growth rates of

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this are partly on account of the low base of last year, the growth rates

are likely to reach more moderate levels next year. The stock continues to be a good

investment option for investors with a three-year horizon. But since the recent

uptrend is partly on account of factors unrelated to the fundamentals, there could be

some downside to the stock in the near-term.

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OBJECTIVE OF THE STUDY

My main objective of the study on this project is to demonstrate the marketing

strategies of Cadbury India Ltd. to analyze the marketing strategies of the company

with its competitor in the market. Following are the some of the main objective of my

report are as under:

Comparative study of Cadbury chocolate in the market with its main

competitors.

To analyze the marketing strategy of the Cadbury India Ltd.

To study about the customer taste and preference in the confectionary item.

To find out the market share of the different competitors in the chocolate

industry.

And also to find out the satisfaction level of customer about their product.

.

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IMPORTANCE OF THE STUDY

This report gives the help to the marketers for analyzing the different competitors in

the chocolate industry. These are the following some importance of this research

report as under:

1) This report is useful for the researchers who are willing to do research on the

Cadbury chocolate and its present competitors in the market.

2) This report shows the problems associated with the Cadbury industry in the

market as it helps in removing these problems.

3) This report can be useful as a secondary data for chocolate industry.

4) This report helps in knowing the current and future scenario of confectionary

industry.

5) This report helps in knowing market position of different confectionary

industry..

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RESEARCH METHODOLOGY

Achieving accuracy in any research requires in depth study regarding the subject. As

the prime objective of the project is to compare Cadbury with the existing

competitors in the market and the impact of Nestle on Cadbury, the research

methodology adopted is basically based on primary data via which the most recent

and accurate piece of first hand information could be collected. Secondary data has

been used to support primary data wherever needed.

Primary data was collected using the following techniques

Questionnaire Method

Direct Interview Method and

Observation Method

The main tool used was, the questionnaire method. Further direct interview method,

where a face to face formal interview was taken. Lastly observation method has been

continuous with the questionnaire method, as one continuously observes the

surrounding environment he works in.

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Procedure of research methodology

# Target geographic area was Delhi NCR.

# to this geographical area questionnaire was given; the questionnaire was a

combination of both open ended and closed ended questions.

# the date during which questionnaires were filled was between six week.

# Some dealers were also interviewed to know their prospective. Interviews with the

honor of retailer of Cadbury were also conducted.

# Finally the collected data and information was analyzed and compiled to arrive at

the conclusion and recommendations given.

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Sampling

The data was to be collected only from the Consumers and Retailers. A questionnaire

was prepared and interviewing with Retailers and Consumers.

A decision has to be taken concerning a sample unit before selecting the number of

samples. It may be geographical as well as individual.

Size of Sample:

This refers the number of items (Outlets) to be selected from the finite universe to

constitute a sample size. The survey was conducted of 50 outlets.

Analysis:

The data was tabulated manually and was also analyzed manually excel was used to

make graphs and pie chart.

26% of people are interested in eating chocolate and 74% are not eating.

The Cadbury brand chocolate 75% of people prefer after that Nestle,

Amul and others are take place.

Most of the people buy chocolate from superstore and after that from

retail or movie mall.

54% people are not aware from this brand while 46% are aware.

Dairy milk and 5star is most famous product of Cadbury.

Cadbury chocolate is very easily available in the market.

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Sources of secondary data

Used to obtain information on, Cadbury and its competitor history, current issues,

policies, procedures etc, wherever required.

# Internet

# Magazines

# Newspaper

ORGANIZATIONAL STRUCTURE

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MANAGING DIRECTOR

GENERAL MANAGER

VICE PRESIDENT

MARKETING

MANUFACTURING

SALES FINANCE DISTRIBUTION

Cadbury Schweppes

Cadbury Schweppes plc, a global beverage and confectionary giant with annual sale

of Rs 20,000 crores, is the worlds number one non – cola soft drink company having

bottling and partnership operations in 14 countries and franchises of its brand in a

further 86 countries around the world. Its Hundred Percent subsidiary in India named

Cadbury Schweppes Beverage India (private) Limited (CSBIL) started operation in

March 1995. The first brand was launched was crush which was later followed by

Canada Dry, Schweppes Tonic Water, Schweppes Bitter Lemon.

CSBIL with its franchise agreement with 19 bottles throughout India proposes to be a

household name. It has a policy for FOBOs (Franchise owned bottling operations

unlike Coke and Pepsi which prefer COBOs (Company owned bottling operations).

In FOBO the beverages company only supplies the concentrate and the marketing

support to build brand equity. The other aspects like machinery, bottling line, land

and distribution is the responsibility of the bottler. As its CEO Mr. Ashok Jain says,

“we are the software, they are the hardware”.

Cadbury’s Market Segment

Market place for any product is comprised of many different segments of consumers,

each with different needs and wants. Markets segmentation can be defined in a

number of ways such as:

Demographic variables (e.g. Consumers are groups, gender, material states

income etc…)

The lifestyle of consumers (i.e. their interests and activities) the benefits

which consumers look for in a product or on the occasions when the product

might be consumed.

Cadbury takes into account all these factors when producing a range of

products. It targets different segments within the market, such as the.

Break segment – products which are normally consume as a snatched break

and often with tea and coffee, for example Cadbury’s Perk and snack range.

Impulse segment – these products are often purchase on impulse, eating these

and then. They include product such as Cadbury’s Dairy Milk.

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Take home segment – this describes product that are normally

purchased in supermarkets, taken home consumed at a later

stage.

The

Real Taste of Rejuvenation

It was the market – leader, but sales inched along. It focused firmly on its target

segment, but the real buyer lay beyond. For seven long years, Cadbury’s Dairy Milk

chocolate suffered stagnancy even as other consumer products boomed. Just how did

the company rejuvenate an old brand to create the marketing megs-hit of the 199s?

It Stand First Among Second coming. And it wasn’t so much a re-launch as it was a

process of rejuvenation. Over a period of 12 months, starting February, 1994, the Rs.

314 core confectionery makers Cadbury embarked on the most outrageous

repositioning exercise in the recent history of Indian marketing. For, it systematically

dismantled the franchise that the company had built over 30 years of its flagship

brand, Cadbury’s Dairy Milk (CDM)-Cadbury’s Milk chocolate until 1986-

destroying the very fundamental of generic association that had made million of

Indians refer to a bar of a chocolate as a “Cadbury”.

More proof of the chocolate is in the eating: two years into process, CDM’s market

share at 25%, with sale rising by an average 40% per annum.

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The Diagnosis

Today, The Real Taste of Life campaign, which served

Up chocolate in general, and COM in particular, into the consciousness of adult, has

already become a classic of advertising and marketing. By 1993, Cadbury was

desperately seeking growth for the brand… “With a market share of 70%, trying to

win away customers from competitors in this stagnant market wouldn’t help. They

had to find new customers, people who’d never bought chocolate before. Or, they had

to increase consumption levels”. The obvious solution, in a peculiar predicament.

Despite low penetration, both the brand and the category were displaying symptoms

of age: faltering growth, high recognition, and lack of excitement. The market

research revealed the cause of the graying: chocolate wasn’t a snack in India. “In

mature markets, chocolate straddle a continuum, from boutique product – packaged

raw indulgence – to a casual food”. So, Cadbury whipped up a growth solution that

involved associating the brand with snacking and functionally, which inevitably go

together with high consumption rates in the Western markets.

The next step: identify the barriers preventing consumers from chocolate as a snack.

A battery of test, both quantitative and qualitative, comparing chocolate consumption

to a basket of competitive products revealed an unmistakable answer.

40

The Tests

Despite the Need to Clear the residual memory of CDM’s former association, caution prevented a big break with the past, forcing Cadbury to experiment with a combination of continuity and change. The process entailed understanding the foundation of the brand, since it was these that would support the new structure”. Out went the caring - and - sharing element, but the family context stayed. “Cadbury had two pillars, so it made sense to change one”.

Chocolate should be eaten whenever you feel like. It was an impulse item, so why shouldn’t it be sold as one?”. The first of the two commercial focused on functionality, purging the emotional element.

Is the storyline, The father watches TV, engrossed, gnawing away at a bar of CDM. The children enter, followed by the mother-but, by that time, the father has completed the distinctly un paternal act of devouring the entire bar. The children are shocked, where upon the produces another bar for them-only to eat that up too. Finally, the mother brings another bar out of her bag. The last shot more CDM bars strew around casually.

The second commercial conveyed the same message, depicting four member of a family doing their own thing on a Sunday afternoon, each casually munching away on chocolates. The less than – subtle message: eating chocolate’s just an everyday affair, without special occasion or relationship coming into play. Despite their strategic intent, both ads failed on pre – airing tests.

Why for stators, children were outraged at the idea of a parent consuming chocolate, while adults were down right angry at the notion of the father depriving his children of chocolate bar. Just as important, consumer rejected the idea that chocolate-eating could be equated with mechanical activities like combing one’s hair. After all, chocolates were about feelings. There had to be magic, romance, love and emotion. These elements had been ripped away from the advertising. It was sans emotion”.

“Parent Are Different From Adults”

Even as the ad failed, however, they generated a valuable byproduct, in the form of a new insight, into adult behavior. “Using transactional analysis on response, Cadbury’s found that adult as parents behave very differently from adults as adults. People forbid their children from having chips, but gorge themselves. “The implication”:-

“The moment the adult was shown in the context of his role as a parent, all his

cognitive preconception about the product would come to the fore. He’d think about

the reasons why, and the block would automatically come up”. Tap child-ego state

41

within the adult, stimulating desire, spontaneity, and the craving for

instant gratification.

The Prescription

The crucial question that Cadbury was confronted with: what strategy should it

deploy to rejuvenate COM in a way that would appeal to the child lurking within the

adult? To inject a modern flavor into COM, they chose to create a new brand identity,

borrowing a leaf from marketing guru David Asker, who decrees that brand identity

should establish a relationship between the brand and the customer by generating

value proposition involving functional, emotional, or self-expressive benefits.

“The Ads Had To Be Linkable”

“The consumer will always tell what his current belief system is, not what it should

be Cadbury’s job to mould has habits and behavior in a way that would increase

consumption for product and brand”.

“Impulse Drives Chocolate Sales”

One of the tools Cadbury’s used was Jean – Neal Caperer’s Brand Prism model to

examine whether contemporary value systems offered a peg on which the brand could

be judge. The study disclosed, interlaid, a distinct shift from collectivism to

individualism, with the pre – 1990’s sacrosanct values of filial and family love being

overshadowed by the manifestation of a larger need for self – expression. “There was

a definite yearning to be free child”. Therein lay the opportunity for both unshackling

consumption and creating all-new association for CDM.

The Elixir

Having decided to barter the distinctly use selfish values of sharing and caring for the

suspiciously self-centered one of self-expression, Cadbury’s people insisted that the

rejuvenate be enriched with compensation – and equally enduring – positive values:

universal truths, enduring human values, and universal moment of joy. To translate

the brief into the commercial, they decide to simply portray occasion of childlike-but

not childish-behavior from adults, without explicitly identifying adults as the target

customer.

“They left the connection to be made by the customer” “In the process they were able

to get viewer involvement and high levels of empathy. Nowhere did they actually say,

you’re an adult, you can eat it. Because nobody wants to be told”. Thus it was that,

42

the montage of the child in the man-the old man kicking the football; the

pregnant woman carving a chocolate; young girl breaking into a spirit;

the young man tossing a bar of chocolate at his sweet-heart departing in a bus-was

created.

That the consumption had to be liked before it could penetrate the cultural resistance

to chocolate consumption by adults was obvious. Taking a contrition stance, Cadbury

decided to test the commercial being devised by O&M’s creative team not for the tire

battery of likeability, comprehension, credibility and behavior modification – but

only for the first two. “If asked upfront, the consumer was hardly likely to consider

the dramatically-different idea credible. Nor was there much chance of her

announcing an immediate change in behavior”. But why likeability and

comprehension? Simple: the first was meant to be the vehicle on which the daring

idea-that adults should enjoy chocolate-would ride into the consumer’s psyche.

In other words, the commercial was meant to make him smile at first-and only then

realize the import once of the message, which is where the comprehension had to be

tested. “What was clear in this case was that likeability would have to include

identification and feeling warmth.”

The Real Taste of Life Campaign

The very first ad in the campaign in 94 was ‘block – Buster’. It depicted the essence

of one and a half glass of milk pouring in to a boy Dairy Milk unique glass and half in

to a chunk icon shows the glass and a half of full cream milk flowing in to the chunk

of dairy milk conveying the deliciousness and taste appeal of the gooey, creamy,

smooth chocolate inside the pack that children like. The mnemonic of 1 ½ glass

reached to consumer through every magazines, poster, T.V, newspaper.

The second ad was montage of vignettes from every day lives of young and old which

focused on showing a series of emotions. The ad created a being out the child in the

man created to bring out the child in the. The old man kicking the football, the

pregnant women craving chocolate, young girls breaking into a spirit, the young man

tossing a bar chocolate at his sweet heart departing into a bus. The common refrain

linking them was the adult in a free child mode – spottiness, impulsive and carefree.

43

The ad was protested among adult’s trough focus groups. The ad

received an overwhelming response. It was high on likeability, evoked a

great degree of empathy and identification consumers’ response were those me……

“Feel like that…….”. “Every feels like this”…….. Accessions. Consumers described

dairy milk as “… of all ages”

“Eat, when ever you feel like it…you do not have to wait for an occasion.”

Dairy Milk had successfully enabled the free child in the consumer subsequent

adverting used the same communication strategy.

In other words, the commercial was meant to make him smile at first-and only then

realize the import once of the message, which is where the comprehension had to be

tested. “What was clear in this case was that likeability would have to include

identification and feeling warmth.”

The New Campaign

And finally, with the launch of the new colloquial advertising campaign ‘Hannifin

Walloon Hannifin Ka Habana Chamita featuring MTV VJ Cyrus Broach, Cadbury

India aimed to ‘substantially’ increase penetration level of the chocolate category in

the next few years.’

The New campaign is worth noting as it clearly differ from the earlier one in terms of

rectifying the consumer perception about chocolate being an up market impulse –

driven product. The attempt now is to change the image, to make chocolate eating a

regular habit.

The current estimated penetration level of the chocolate category is 19% in the urban

market. The objective behind ten new communication on Cadbury Dairy Milk is to

make the chocolate category more socially and culturally relevant and drive

penetration in the process.

The new campaign has been launched in tandem with the old are@@ Winning

‘Kutch Khans Hay’ campaign and the media strategy is to let the two co – exist

towards a common vision “providing a Cadbury in every pocket”.

44

Thodi Se Pet Puja, Khabi Bhi, Kahin Bhi!Thodi Se Pet Puja, Khabi Bhi, Kahin Bhi!

45

Chocolate Market Share

The Indian chocolate market is getting bigger and better. While on one hand, the

premium segment (composing imported varieties) is opening up on the other,

companies like Cadbury India are launching indigenous product made to international

standards. Of the 20,000 tones chocolate market worth about

Rs. 400 core, Cadbury account for about 70% followed by Nestle, with a share of

around 20%. Amul has about 5% of the market, with minor player taking the rest.

The battle, though, is between Cadbury and Nestle. Though with a much smaller

portfolio, Nestle is putting up a tough fight.

From a treat for kids, chocolate are now being positioned near meal substitutes,

thanks to the initiative taken by the Cadbury India during early nineties. The market

itself has become more broad based, in the sense adults are an important target

segment now. The reposting of Cadbury’s Dairy Milk in 1994 as the ‘real taste of life

(through the Slice of Life and Cricket commercial by Ogilvy and Mather) grew the

entire milk chocolate by 20%, and gave the Cadbury’s range – 5 Star, Gems, Éclairs,

Fruit & Nut, Crackle, Nuttiest, Butterscotch & Tiffs – a new lease of life. In other

words, it

Facilitated the repositioning of Cadbury’s sub brands in the basket some of the

strategic clicked, while other did not quite take off.

The company is pushing the gifting segment, through occasion linked gifts.

Chocolates contribute to 64% of Cadbury’s turnover. Confectionary sales accounting 46

for 12% of turnover is contributed largely by Éclairs. The company

attempted expanding its confectionary product portfolio, with launch of

sugar based confectionary goodly and fruits, without much success. Cadbury also has

a strong brand vita in the malted health drink category which account for 24% of

turnover.

There exists an even larger unorganized market in the confectionary segment.

Cadbury has 4% of the market share in this segment. Leading national players are

nutrient, Parry’s Ravage, Candice, Parle, Joy co India and Perfecta, the MNCs such

as Joy co and Perfecta have aggressively expanded their presence in the country in the

last few years.

Malted food drinks category consists of white drink and down drink. White drinks

accounts for almost two third market of the 82,000 for market south and east are large

market for drinks, accounting for largest proportion of all India’s sale. Cadbury’s

Bourn Vita is leader in the down drink coca based segment in the white drink

segment Smith Kline’s Horlicks in the Nestle Milo , GCMMF nitrous and other

Smith Kline brand Boost, Molotov and Viva Cadbury bold 14% market share in food

drinks segment.

Despite tough market condition and increased competition Cadbury managed to

record a double digit (11%) top line growth in 2000. The company achieved a volume

growth of 5.2%. This was achieved through innovative marketing strategies and

focused advertising campaign foe flagship brand Dairy Milk. Net profit rose sharply

by 41.8% to Rs. 520 million. Reduced material and energy cost and tooter control

over working capital over working capital and capital expenditure enabled the

company to improve the profitability. Company added 8 million new consumers and

saw its outlets grow to 4.5 lakes and consumer to 60 million. In the food segment,

Britannia is the leader brand with 21% among those who expressed an opinion saying

that they like advertising for the brand Cadbury was clearly No.2 with 18% to which

CDM throw in its weight with 13% and pork with 4%. For the Chow late company,

Khane Walo Lo, Khan Ka BHanna and the Karw Caught, Sports are clear winners.

Tied for the brand place are Amul, Parle and south based Arun Le Gram with 5%

each. Disappointment among bid brands Kissan and Maggi and Kwality Walls (1%)

each.

47

Changing Product Mix

Contributing to turnover 1998

Contributing to turnover 2003

Chocolate 59% 64%

Sugar Confecting 9% 12%

Food Drink 32% 24%

Current Market Share

Chocolate 69.2%

Sugar Confectionary 4.0%

Food Drink 14.2%

Expanding Distribution Reach

2001 + Distribution

450000 Retail Outlet

60 Million Consumers

48

49

SWOT ANALYSIS

Strength

1. Very strong brand equity in India.

1. Due to its 54 years presence in India – has deep penetration – 2100 distributors; 450,000 retailers, 60 mid urban (22%) customers.

2. Three sectors; Chocs (70% share), Confec (4%), food drinks (14% - leader in brown segment).

3. Low cost of production due to economic of scale. That means higher profits and / or more competitioners. Better market penetration.

4. Second best manufacturing location throughout Cadbury Schweppes.

Weakness

1. Poor technology in India compared to current international technologies (Godiva, Mozart, Fazer, Dint, Naushans, etc...)

2. Ltd. Key products, only one central brand (CDM). Pralines range totally wising in India.

3.“Make in India” tag once the economy opens up wore and imports rush in.

Opportunities

1. Tremendous scope for per capita consumption (160 gms of 8 – 10 kg)

2. Increasing per capita national income resulting in higher disposable income.

3. Growing middle class and growing urban population.

4. Increasing gifts cultures.

5. Substitute to “Mithais” with higher calories/cholesterol.

6. Increasing departmental stores concept – impulse @ at cash counters.

7. Globalisation: optimal use of global Cadbury Schweppes.

50

Threats

a] Major :-

None. Due to low cost and highest brand equity, it is today in India.

b] Minor :-

Globalization will being in better brands for upper end of the market (Liest, Monarch, Godiva, etc…).

PEST ANALYSIS

Will lose market share with globalization (a la Maruti) but will remain brand leader.

P: since the budget range is decontrolled, no political effects are envisaged.

E: 1) increasing per capita income resulting in higher

disposable income

2) Growing middle class/urban population – increase in

demand

3) Low cost of production – better penetration

51

S: 1) Per capita consumption expected to increase – fashion

2) Increasing gifts culture – increase in demand

3) Lower cholesterol than “mithais” (sweet meat) –

substitute demand

T: Will have to reinforce technology to international levels

once India is a “free” economy

52

53

5P’s Of MARKETING

PRODUCT

Satisfaction suffices. But delight dazzles the average company will compete for

customer by conforming to her expectation consistently. But the winner will surpass

them by constantly exceeding her expectation, delivering to her door step additional

benefits which she would never have imagined possible. Cadbury’s

offer such product. The wide variety products offered by the company include:

I. Chocolate & Confectionary

1) Dairy Milk

2) Fruit & Nut

3) 5 Star

4) Break

5) Perk

6) Gems

7) Eclairs

8) Nutties

9) Temptation

10) Milk Treat

II. Beverages

III. Food Drinks

1) Bournvita

2) Drinking chocolate

54

3) Cocoa

PRICING

Make no mistake. Second P of marketing is not another name for blindly lowering

prices and relying on this strategy alone to increase sales dramatically. The strategy

used by Cadbury’s is for matching the value that customer pays to buy the product

with the expectation they have about what the production is worth to them.

Cadbury’s has launched various products which cater to all customer segments. So

every customer segment has different price expectation from the product. Therefore

maximizing the returns involves identifying right price level for each segment, and

then progressively moving through them.

Dairy Milk Rs. 15

Perk Rs. 10

5 Star Rs. 10

Friut and Nut Rs. 22

Gems Rs. 10

Break Rs. 5

Nutties Rs. 18

Bournvita (500 gm) Rs. 104

Drinking chocolate Rs. 50

PHYSICAL DISTRIBUTION:- “PLACE”

BRAND ISN’T THE ONLY ANY MORE. Marketers and finance manager need a

new term to evaluate their business:

Distribution Equity. It takes much more time and effort to build, but once built,

distribution equity is much together to erode.

55

The fundamental axiom of Indian consumer market is this:

You can set up a state-of –the-art manufacturing facility, hire the hottest strategies on

the block, swamp prime television with best Ads, but the end of it all, you would be

know of selling your products. The cardinal task before the Indian market is

managing is to shoe-horn its product on retail shelves. Buyers are paying for

distribution equity not brand equity and market shares.

Why does the company need distribution equity more anything in India? With

technology and competitive pressure slash in it is becoming increasing difficult for

marketers to retain a unique product

differentiation for ling period. In a

product and price parity situation,

the brand that sells more is the one

that reaches the highest number of

customers.

India – 1 billion people, 155 million household has over 4 million retail outlets in

5351 urban markets and 552725 villages, spread cross 3.28 million sq. km. television

has already primed and population for consumption, and the marketer who can get to

the to the consumer ahead of competition will give a hard – to – overtake lead. But

getting their means managing wildly different terrains-climate, language, value

system, life style, transport and communication network. And your brand equity isn’t

going to help when it comes to tackling these issues.

Own distribution network consist of clearing and forwarding (C&F) agents &

distribution stockiest. This network of distribution can either contact wholesalers and

which in turn retailers or the distributors can contact to the retailers directly.

Once the stock product reaches retailers, the prospective customers can have access to

the product.

Cadbury’s distributes the product in the manner stated above. 56

Cadbury’s distribution network has expanded from 1990 distributors last

year to 2100 distributors and 4,50,000 retailers. Beside use of TI tom

improves logistics, Cadbury is also attempting to improve the distribution quality. To

address the issue of product stability, it has installed visi colors at several outlets.

This helps in maintaining consumption in summer when sales usually drops due to

the fact that the heal effects product quality and thereby off takes.

Looking at the low penetration of the chocolate, a distribution expansion would itself

being incremental volume. The other reason is arch rival Nestle reaches more than a

million retailers.

This increase in distribution is going to be accompanied by reduction in channel

costs. Cadbury’s marketing costs, at 18% of total costs, is much higher than Nestlé’s

12% or even pure sugar confectionery major Parry’s 11%. The company is looking to

reduce this parity level. At Cadbury, they believe that selling confectionery is it like

selling soft drinks.

PROMOTION

If an advertisement is to communicate effectively, the receiver must at least half want

it to, and be prepared too take step toward the sender. Effective advertising is rarely

hectoring or loudly explicit…. It often both attracts and generates arm feelings. More

often than not, a successful campaign has a stronger element of the unexpected a

quality that good advertising shares with much worthwhile literature.

To penetrate into the inner recesses of her memory, communication must first ensure

exposure, grab her attention evoke her comprehension, grab her acceptance and then

extract retention competing with thousands of other units of communication trying to

do the same.

Finding showed that the adults felt too conscious to be seen consuming a product

actually meant for children. The strategic response address the emotional appeal of

the band to the child within the adult. Naturally, that produced just the value vacuum

that Cadbury was looking to fill. Thereafter it was the job of the advertising to

communicate customer the wonderful feeling that he could experience by re-

discoursing the careful, unself conscious, pleasure – seeking child within himself – a

graft these feeling onto the Ad campaign like “Khane Walon Ko Khane Ka Bahana

57

Chahiye” for CMD and “Thodi Si Pet Pooja – Kabhi Bhi Kahin Bhi”

for Perk have been sure shot winner with the audience.

Whirl with the new launched temptations with the slogan “Too To Share” the

communication resolves around the reluctance of a person who’s got their hand on a

bar of temptation to let anyone else to have a bite. As well as outdoor and radio ads,

ad agency contract has created communication for cinemas and even ATM machines

for the brand.

All ICICI’s ATM a message flashes on the screen as soon as customer insert his

ATM card. It tells the customer that this would be good time to get out of her

temptation since he/she is bound to be alone. Something familiar is planned for

phone-book as well. In cinemas, Cadbury has a message on-screen just before the

lights are dimmed to give them a chance to get their temptations. There will also be

after dinner sampling in restaurants – to begin with, 30 catteries in Mumbai have been

selected.

The next round of activity will include the wafer-chocolate Perk and the Picnic bar,

which has faced problems with its taste, because of the peanut it contains. Milk treat

has also been launched in a module bar form, just in time of Diwali gifting market.

Éclairs has got potential for much wide distribution, in a small sweets that

airlines, hostels, and up market retail outlet offer to guest and customers.

Ad spend in 2000 was about 14% of sales and the management said that plans to

maintain as spend at this level in the current year also.

Ad since any discussion today would be incomplete without mention ‘e’ word, the

management plans to tap this new channel of marketing. Beside three company

website (i.e. www.cadburyindia .com, wwww.bourvita.com, www.cadburygift.com

that the company has launched, it had also entered into various marketing relationship

with other portals, specially targeted during festivals and events such as Valentines

day, etc….

It’s a combination of spiffing up its key brand, researching and improving the newer

products that haven’t taken off, supported with high ad – spends that Cadbury hopes

58

will see it emerges stronger after the current slowdown, as well as

expand the market.

POSITIONING

In the 1970s consumers were ready to pay “more for more”, and luxury goods

flourished. In the 1980s, consumers began to demand “more for same”, and the

discounting era grew strong. Today’s consumer demanding “more for less”, and the

winner will be that super value marketers…. Some of today’s most successful

companies recognize those customers are more educated and able to recognize true

customer value…

Positioning is simply concentrating on an idea – or – even a word defines that

company in the mind of the consumer. It is more efficient to market one successful

concept to one large group of people than 50 product or service ideas to 50 separate

group… repositioning is a must when customer attitude have changed and product

have strayed away from the consumer’s long standing perception of the… Cadbury’s

is an anchor in sea of confectionary products. As a variety of competitive claims

assails her senses, today customer uses complicated decision making process to assess

the alternative before making a purchase. Since Cadbury’s is more clearly associated

with a particular set of attributes in terms of benefits and prices, the quicker becomes

her search process.

Positioning of individual product:

1. CMD: is and always remain flagship brand. The punch by the company for

advertising this product life. ‘Real taste of Life’, itself defines the positioning

of the product. The chocolate is meant for all age groups. It symbolizes fun,

enjoyment, good items. It has goodness of milk, taste and appetite appeal.

2. 5 star: although positioned internationally as an energy bar, 5 star was

positioned on an emotional platform in India during the late 1980s.

Symbolizing togetherness, 5 star was originally targeted at teenagers. In June

1994, the company reworked the strategy for 5 star to make it a source of

energy. In fact, before the launch of Perk, 5 star’s energy bar positioning

made it a snacking chocolate.

59

3. Éclairs: competing in the chewable toffees segment. Éclairs was

re-launched during the mid-nineties with a new name, Dairy Milk

Éclairs.

4. Gems: broadcasting Gems, though, didn’t prove to be feasible proposition for

Cadbury. Targeted at children under 12 years with ‘Gems Bond’ advertising.

Cadbury decided to too teenagers with the ‘Smart Very Smart’ campaign. But

now, the company is retargeting children with its animated commercial.

“Gems are the best brand to speak to children. Colorful .

5. chocolate buttons appeal most to children and that is why Cadbury is re-

targeting children.”

6. Crackle: it was the first Cadbury’s chocolate to have crunch in it. It was

targeted as a funky chocolate to add spark to life.

7. Perk: in September, 1995, Cadbury preempted the launch of Nestlé’s Kit-Kat

by rushing a new brand, Perk into the market. Positioned much further on the

functional scale than 5 star, Perk was meant to be light snack-product for

subduing the first pangs of hunger.

Bournvita: positioned as tasty health drink. While its competitors concentrated only

on health aspect, Bournvita combined the nutritious value with taste.

IV. Chocolate & Confectionary

1) Dairy Milk

2) Fruit & Nut

3) 5 Star

4) Break

5) Perk

6) Gems

7) Eclairs

8) Nutties

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9) Temptation

10) Milk Treat

V. Beverages

VI. Food Drinks

1) Bournvita

2) Drinking chocolate

3) Cocoa

61

The outlook

The Cadbury management has cut down on its growth target by setting a 10%

average volume target for next 3 years (as against previous growth) coupled with in

factionary price increases, this could translate into top line growth of 14 –15%. This

target also appears difficult to achieve given the consumer slowdown and the fact that

the company’s consumer slow down and the fact that company is dependent on a

single category chocolates to drive growth. Effect it expanding confection any

portfolio have also not yielded desired results. The management has declared its

intention to focus only in Éclairs (which forms a major position of its 4% share in the

confectionary segment) for the time being in this category.

In chocolates too ones remain on the 2-3 key brands as CDM, perk in E claims which

have supported growth in the past. While new launched such as milk @ and Perk

slims have been doing will, the management expects that dairy milk would continue

to be the central driving force in Cadbury’s growth and that all other brands would

remain peripheral to this central brand.

62

POSITION OF THE VARIOUS BRANDS IN THE MARKET HAS

BEEN LISTED BELOW

Cadburys brands Positioning Nestle’s brands Positioning

Cadbury Dairy

Milk

Fruit n Nut

Creamy bar

Roast Almond

Crackle

Bournvita

“The Real Taste of

Life”

Position as adults

as an impulse any

time purchase –

self expression

values attached

Classic Milk

Chocolate

Bar One

Positioned as an

affordable enriched

milk chocolate

Positioned as

Trendy, Cool, any

time snack.

5 Star / Perk/Break Perk – Positioned

as Snacking

consumption

“Thodi si Pet

Pooja”

5 Star Energy bar

Reach for the

Stars.

KitKat Positioned as a

snacking

consumption

“Have a Break,

Have a Kit Kat”

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FINDINGS

&

DATA ANALYSIS

64

FINDINGS & DATA ANALYSIS

Data was tabulated manually and was also analyzed manually. Excel was used to make graphs had pie charts.

Main technique used were:

Modal value was used to analyze the questions, which has 2 or more choices as their answers. Simple average were used to get answer to questions

26% of people are interested in eating chocolate and 74% are not eating. The Cadbury brand chocolate 75% of people prefer after that Nestle,

Amul and others are take place. Most of the people buy chocolate from superstore and after that from

retail or movie mall. 54% people are not aware from this brand while 46% are aware. Dairy milk and 5 star is most famous product of Cadbury. Cadbury chocolate is very easily available in the market.

65

FINDINGS AND SURVEY

1. Do you eat chocolates?

2. Which brand of chocolates do you use?

66

3. Where do you buy chocolates from?

67

4.Are you aware of any campaign of the above brands?

68

5. Which Cadbury’s product do you usually prefer or use?

69

6. Do you think Cadbury’s chocolate is easily available in market ?

70

LIMITATIONS

71

LIMITATION

There are many limitations are as follows:

1. There are many peoples do not eat chocolate.

2. There are less people to eat Nestle, Amul Chocolate as compared to Cadbury.

3. The sale of chocolate in mall, cinema and other places is less as compared to retail shop.

4. Many people not aware of any campaign of above brand.

5. The usually prefer or use of Cadbury Dairy Milk product is high as compared to 5 star , Perk and other.

72

CONCLUSION

73

CONCLUSION

This company project has demonstrated “CADBURY CHOCOLATE MARKETING

STRATEGY WITH ITS MAIN COMPETITORS” that has proved to be extensive

through, and of great benefit to the company in furthering its competitive advantage.

It also helps the company for building its future planning and targeting the customers

for more satisfaction through its innovative product.

In this project it possible to see the success of Cadbury’s in its indorse its strong

potential to continue to do well and also gives the ways to maintain its market

potential.

74

RECOMMENDATION

75

RECOMMENDATIONS

Maintain dominance in chocolate, confectionery and market leadership in blown drinks.

New channels such as gifting, child connectivity and value for money offering to be the key growth drives.

Grow volume sales at least 20% p.a. over the next years.

Achieve the goal of best manufacturing location in Cadbury Schweppes world for Dairy Milk and Éclairs.

One new major product launch every year.

Few Concerns Come To Mind

With a market share of 70% in the chocolate category and with the free availability of

international brands that you see in the market today, it is only natural that Cadbury’s

market share will move down from here marinating a 70% market share in a closed

environment may have been easy, but it certainly won’t be easy in liberalized

environment of free imports. And whatever be the anomalies of taxation or low, the

76

consumer is surely going to have a wider choice. And it is going to be

shared with other brands too in future. There is additional challenge of

Cadbury’s brand just aiming market share when the consumer has a wide portfolio of

brand to choose from.

While there would be new chocolates launch towards the end of the year, the

company has ruled out a real big chocolates launch in the current year. And it is too

early yet to comment on the long term response to the new launch temptations. They

say chocolates are mostly am impulse purchase. Therefore consumer would prefer

smaller, low cost packs to bigger higher priced ones.

The growth trend of the brands therefore clearly indicates that the only brand that has

grown is the one that gas received tremendous marketing and advertising support

Dairy Milk withdraw support for any brand and growth loses momentum. In such

scenario, for how long and how many brands can the company continuously support?

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FUTURE STRATEGY

In the branded impulse market, the share of chocolate in 6.6% and Cadbury’s share in the impulse segment is 4.8% factor like changing attitude, higher disposable income, a large youth population, and low penetration of chocolate (22% of urban population) point towards a big opportunity of increasing the share of chocolate in the branded impulse among the costly alternative in the branded impulse market.

It appears that company is likely to play the value game to expand the market encouraged by the recent success of its low priced ‘value for many packs’.

Various measures are undertaken in all areas of operation to create value for the future.

New channel of marketing such as gifting and child connectivity and low end value for money product for expanding the consumer base have been identified.

In terms of manufacturing management focus is on optimizing manufacturing efficiencies and creating a world class manufacturing location for CDM and Éclairs. The company is today the second best manufacturing location of Cadbury’s Schweppes in the world.

Efficient sourcing of key raw material i.e. coca through forward purchase of imports, higher local consumption by entering long term

contract with farmer and undertaking efforts in expanding local coca area developing. The initiatives in the terms of development a long term domestic coca a sourcing base would field maximum gains when commodity prices start moving up.

Use of it to improve logistic and distribution competitiveness

`Utilizing mass media to create and maintain brands.

Expand the consumer base. The company has added 8 million new consumer in the current year and how has consumer base of 60 million although the growth in absolute numbers is lower than targeted, the company has been able to increase the width of its consumer base through launch of low priced products.

Improving distribution quality by addressing issues of product stability by installation of visi coolers at several outlets. This would be really effective in maintaining consumption in summer, when sales usually dip due to the fact that the heat effects product quality and thereby consumption.

The above are some steps being taken internally to improve future operation and profitability. At the same time the management is also aware of external changes taking place in the competitive environment and is taking steps to

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remain competitive in the future environment of free imports, lower

barrier to trade and the advent of all global players in to the country. The management is not unduly concerned about the huge deluge of imported chocolate brands in the market place.

It is of the view that size of this imported premium market is look small to threaten its own volumes or sales in fact, the company looks at the tree important as an opportunity, where it could optimally use the global Cadbury Schweppes portfolio. The company would be able to not only provide greater variety, but it would also be more cost effective to test market new product as well as improve speed of response to change in consumer preference through imports. The only concerns that the company has in this regard is the current high level of duties, which limit the opportunity to launch value for money products.

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BIBLIOGRAPHY

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BIBLIOGRAPHY

Philip Kotler (Eighth Edition) “Marketing Management”, Prentice Hall of India Ltd.

Advertising and marketing Magazine

Company Literature

Market survey and questionnaires

Web site: www.cadburyindia.com

Web site: www.google.com

Business World

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QUESTIONNAIRE

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QUESTIONNAIRE

1. Do you eat chocolates? Yes No

2. Which brand of chocolates do you use? Cadbury’s Nestle Amul Others

3. Where do you buy chocolates from? Super stores Retail Stores Restaurants Movie Halls Others

4. Are you aware of any campaign of the above brands? Yes No

5. Which cadbury’s product do you usually prefer or use? Dairy Milk 5 Star Fruit & Nut Perk Temptation

6. Do you think Cadbury’s chocolate is easily available in market ? Yes No

7. Describe Cadbury’s Chocolate in one word?______________________________________________________

8. Your comments on Cadbury’s products?______________________________________________________

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THANKS

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