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PROJECTREPORT ON

“MANUFACTURING PROCESS OF CADBURY CHOCOLATES”

SUBMITTED TOWARDS THE PARTIAL FULFILMENT OF

POST GRADUATE DIPLOMA IN MANAGEMANET

ACADEMIC SESSION 2011-13

Submitted to Submitted by

DR.S.K. DUBEY SURBHI SHARMA BM011225

FACULTY SWATI BANSAL BM 011227

IMS GHAZIABAD VINAV JAIN BM011244

SONAM CHAWLA BM011263

DECLARATION

This is to certify that We, SwatiBansal, Surbhi Sharma, Vinav Jain and

SonamChawla student of Post Graduate Diploma in Management (PGDM) 3rd

Trimester, have personally worked on the report titled “Manufacturing Process

Of Cadbury Chocolates” under the guidance of Dr. S.K. DUBEY. Data obtained

from Internet and bookshave been duly acknowledged. We, hereby affirm that the

work has been done by us in all its aspects and results reported in this study are

genuine and true to best of our knowledge.

SURBHI SHARMA BM011225

SWATI BANSAL BM 011227

VINAV JAIN BM 011244

SONAM CHAWLA BM011263

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ACKNOWLEDGEMENT

The successful completion of any work would be always incomplete unless

wemention 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.

We would sincerely like to thank our project guide MR. S.K. DUBEYfor enabling

us to successfully carry out the project work through his constant guidance, endless

support and continuous involvement in the project.

It was really worthwhile to receive help from MR.S.K. DUBEY, who in person

was always present to help us out anytime we felt his need. Without his constant

support this project would not have been acknowledged as it is now.

Finally, we owe a great deal of sincere thanks to the faculty members who have

been of great support from time to time along with our friends, who kept

encouraging us all along.

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TABLE OF CONTENT

S.NO TOPIC PAGE NO.

1. CADBURY’S BUSINESS IN INDIA 5

2. INTRODUCTION 6

3. MANUFACTURING AT CADBURY

PRIMARY PROCESSING

SECONDARY PROCESSING

7

9

14

4. LEGAL ISSUES 20

5. QUALITY CONTROL 21

6. TECHNOLOGY 22

7. PRODUCT DEVELOPMENT

PRODUCT DEVELOPMENT PROCESS

23

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8. DESIGN AND PACKAGING

THE PACKAGING DEVELOPMENT PROCESS

28

29

9. SYSTEMS AND CONTROL 33

10. CONCLUSION 36

11. BIBLIOGRAPHY 37

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CADBURY’S BUSINESS IN INDIA

Cadbury India Ltd. is a part of Kraft Foods. Cadbury India operates in five categories – Chocolate confectionery, Beverages, Biscuits, Gum and Candy. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations, Gems, Halls, Éclairs, Bubbaloo, Tang and Oreo. Their core purpose "make today delicious" captures the spirit of what they are trying to achieve as a business.

In India, Cadbury began its operations in 1948 by importing chocolates. After over 60 years of existence, it today has six company-owned manufacturing facilities at Thane, Induri (Pune), Malanpur (Gwalior), Bangalore, Baddi (Himachal Pradesh) and Hyderabad and 4 sales offices (New Delhi, Mumbai, Kolkata and Chennai). The corporate office is in Mumbai.

Cadbury India enjoys a value market share of over 70 percent in the chocolate category and their brand Cadbury Dairy Milk (CDM) is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer.

In the Milk Food drinks segment their main product is Bournvita - the leading Malted Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the undisputed leader. They recently entered the biscuits category with the launch of the Worlds No 1 biscuit brand Oreo.

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, they have worked with the Kerala Agricultural University to undertake cocoa research and released clones, hybrids that improve the cocoa yield. Their Cocoa team visits farmers and advises them on the cultivation aspects from planting to harvesting. They also conduct farmer meetings & seminars to educate them on Cocoa cultivation aspects. Their efforts have increased cocoa productivity and touched the lives of thousands of farmers. Hardly surprising then that the Cocoa tree is called the Cadbury tree!

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INTRODUCTION

MANUFACTURING

Companies use three main manufacturing methods:

Job production, to make one-off products. This method is used if a customer orders a product be made to his or her own specifications as a special “job”, e.g. a made-to-measure wedding dress.

Batch production, to make fixed quantities of products in batches. This method is used if a range of similar products is being made (e.g. different flavours of ice-cream) or if the size of the market for a product is unclear. Machinery might be set to make one type of product (e.g. strawberry ice-cream) and is then reset to make another similar product (e.g. vanilla ice-cream).

Flow production, to make large numbers of identical products for which there is a mass market (e.g. computers or cars). The product moves continually along a production line, being assembled in bulk, with one part of the product being added at each stage.

Cadbury uses flow production to make hundreds of thousands of the same product with machinery moving each one along a production line. Cadbury also uses batch production – some machines are set to make different products at different times.

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Manufacturing At Cadbury

There are two stages in manufacturing food products:

Primary processing – converting raw materials into "food commodities" or ingredients (at Cadbury, growing, harvesting and processing cocoa beans to make cocoa mass).

Secondary processing – processing ingredients to make food products (at Cadbury, processing cocoa mass to make chocolate products). 

Cadbury makes two types of chocolate:

Milk chocolate – Cadbury Dairy Milk, launched in 1905

Dark chocolate – Bournville, launched in 1908

Primary processing is the same for milk and dark chocolate, but secondary processing is a bit different. The recipes have been developed over the years. Chocolate-makers (Chocolatiers) use their skills to create well-balanced recipes that consumers like.

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Aerial photo of Bournville

Bournville, the home of Cadbury, is the largest of several processing and production sites across the UK – almost 3,000 people work at the 60-acre site.

Each week Bournville alone produces more than 1,800 tonnes of chocolate or 1.6 million bars of different sizes. Every day of the week it produces 50 million chocolates such as Cadbury Dairy Milk and over one million Cadbury Creme Eggs.

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Primary Processing: Stage 1

Cocoa and chocolate both come from cocoa beans which grow in pods on cocoa trees (Theobroma cacao).

West Africa is a major producer of cocoa beans, especially Ghana and the Ivory Coast (Côte d’Ivoire). Malaysia, Indonesia, the Republic of Cameroon, Nigeria, Brazil and Ecuador have also become significant producers.

Each cocoa pod contains 30–40 beans covered by a sweet, white pulp. The pods are harvested (removed from the trees) by hand. Farmers cut the pods from the cocoa trees with knives attached to poles. The pods are then split open using wooden mallets and the beans removed and fermented or cured, which helps to develop the beans’ chocolate flavour.

After drying, the fermented beans are weighed and packed into sacks for sale and then transported by ship to Liverpool. Strict quality control tests take place when the cocoa beans are bought from the farmers and during transportation to ensure high standards.

Primary Processing: Stage 2

Chocolate is not just ground-up cocoa beans. Raw cocoa beans taste very bitter, and must be processed before they can be used to make chocolate products.Cocoa beans arriving by ship in Liverpool are transported to Cadbury’s purpose-built cocoa bean processing factory at Chirk, North Wales. Chirk operates 24 hours a day, seven days a week to process 50,000 tonnes of cocoa beans each year.

When the beans arrive at the factory, they are emptied out onto a moving belt, sorted and cleaned to remove dust and stones.The beans move through a continuous roaster (a revolving drum with hot air passing through it). During roasting, the shells of the cocoa beans become brittle. The cocoa beans darken in colour and acquire their distinctive chocolate flavour and aroma.

The beans are broken down (kibbled) into smaller pieces (nibs). The broken shells are blown away (winnowing). The nibs are then ground down into a thick, chocolate-coloured liquid called cocoa mass or liquor, which is rich in cocoa butter. This is one of the main ingredients of all chocolate products.

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Harvesting AndProcessing Cocoa Beans

'Theobroma Cacao' – The Cocoa Tree

In the 18th century the Swedish botanist, Carolus Linnaeus, renamed the cocoa tree giving it the Greek name Theobroma Cacao, now its official botanical name, which literally means 'food of the Gods'. Cocoa trees resemble English apple trees. They grow best under the canopy of tropical rainforests, seldom reaching more than 7.5 metres (25 feet) high. To flourish they need to be shaded from direct sun and wind, particularly in the early growth stages.

The cocoa tree has broad, dark leaves about 25cm long and pale-coloured flowers from which bean pods grow. A native of the central and South American rainforests, cocoa trees are now cultivated in many tropical locations around the world. Two methods are generally used to establish cocoa tree plantations.

Young trees are interspersed with new permanent or temporary shade trees such as coconut, plantains and bananas, following the clear-felling of the forest. In large Asian plantations, cocoa trees and coconut trees are planted together and both crops are harvested commercially. Alternatively, forest trees are thinned out and the cocoa trees are planted between established trees.

Cocoa trees begin to bear fruit when they are three to four years old. They produce pink and white flowers throughout the year, growing in abundance after before the rain starts. However the pods grow straight out of the trunk and the main branches, which is most unusual. Only a small proportion of the flowers develop into fruit over a period of about five months.

The trees are carefully pruned so that pods can be more easily harvested. Each tree yields 20-30 pods per year. It takes the whole year's crop from one tree to make 450gms of Chocolate.

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Cocoa Pods & Beans

The cocoa tree bears two harvests of cocoa pods per year. Around 20cm in length and 500gms in weight, the pods ripen to a rich, golden-orange colour.

Within each pod there are 20-40 purple, 2cm long cocoa beans covered in a sweet white pulp.

Cadbury buys quality cocoa beans from Indonesia, Malaysia and Ghana. The raw beans undergo a lengthy process to prepare them for chocolate making.

Types Of Cocoa Pods:

There are three broad types of cocoa - Forastero and Criollo, as well as Trinitario, a hybrid of the two. Within these types there are several varieties.

Forastero

Producing the greater part of all cocoa grown, Forastero is hardy and vigorous, producing beans with the strongest flavour. The Forastero variety most widely grown in West Africa and Brazil is Amelondaro. It has a smooth yellow pod and pale purple beans.

Criollo

With its mild or weak chocolate flavour, Criollo is grown in Indonesia, Central and South America. Criollo trees are not as hardy and produce softer red pods, containing 20-30 white, ivory or very pale purple beans.

Trinitario

Plants are not found in the wild as they are cultivated hybrids of the other two types. Trinitario cocoa trees are grown mainly in the Caribbean, but also in Cameroon and Papua New Guinea. The mostly hard pods contain 30 or more beans of variable colour, though white beans are rare.

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Harvesting AndSplitting Cocoa Pods

The harvesting of cocoa pods is very labour-intensive. On West African small-holdings the whole family, together with friends and neighbours help out.

Ripe pods are gathered every few weeks during the peak season. The high pods are cut with large knives attached to poles, taking care not to damage nearby flowers or buds. The pods are collected in large baskets, which workers carry on their heads, and piled up ready for splitting.The pods are split open by hand and the seeds or beans, which are covered with a sweet white pulp or mucilage, are removed ready to undergo the two-part curing process - fermentation and drying. This prepares the beans for market and is the first stage in the development of the delicious chocolate flavour.

Processing the Cocoa Beans

Processing cocoa beans ready for chocolate making involves six main steps: 

Fermentation During fermentation the cocoa pulp clinging to the beans matures and turns into a liquid, which drains away and the true chocolate flavour starts to develop.Fermentation methods vary considerably from country to country, but there are two basic methods - using heaps and "sweating" boxes.The heap method, traditionally used on farms in West Africa, involves piling wet cocoa beans, surrounded by the pulp, on banana or plantation leaves spread out in a circle on the ground. The heap is covered with more leaves and left for 5-6 days, regularly turned to ensure even fermentation.In large plantations in the West Indies, Latin America and Malaysia, strong wooden boxes with drainage holes or gaps in the slats in the base are used, allowing air and liquid to pass through. This process takes 6-8 days during which time the beans are mixed twice.In Nigeria, cocoa is fermented in baskets lined and covered with leaves.

Drying and bagging   When fermentation is complete, the wet mass of beans is dried, either traditionally by being spread in the sun on mats or using special drying equipment. The cured beans are packed into sacks for transportation to Singapore, where Cadbury processes the beans. After quality inspection they are shipped to the Cadbury

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processing factory in Singapore, which produces the basic ingredients from which Cadbury chocolate products are made.On arrival at the factory, the cocoa beans are sorted and cleaned.

WinnowingThe dried beans are cracked and a stream of air separates the shell from the nib, the small pieces used to make chocolate.

RoastingThe nibs are roasted in special ovens at temperatures between 105-120 degrees Celsius. The actual roasting time depends on whether the end use is for cocoa or chocolate. During roasting, the cocoa nibs darken to a rich, brown colour and acquire their characteristic chocolate flavour and aroma. This flavour however, actually starts to develop during fermentation.GrindingThe roasted nibs are ground in stone mills until the friction and heat of the milling reduces them to a thick chocolate-coloured liquid, known as 'mass.' It contains 53-58% cocoa butter and solidifies on cooling. This is the basis of all chocolate and cocoa products.

PressingThe cocoa mass is pressed in powerful machines to extract the cocoa butter, vital to making chocolate.The solid blocks of compressed cocoa remaining after extraction (presscake) are pulverised into a fine powder to produce a high-grade cocoa powder for use as a beverage or in cooking.The cocoa mass, cocoa butter and cocoa powder are then quality inspected and shipped to Cadbury factories in Australia and New Zealand, ready to be made into chocolate.

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Secondary Processing

After primary processing, secondary processing takes place. Different secondary processing is needed to make different chocolate products.

The following secondary processing stages take place to make cocoa powder and drinking chocolate:

1. Removal of about half the cocoa butter from the cocoa mass in heavy-duty presses leaving a solid block of cocoa (the cocoa butter that is removed is not wasted – it can be used to make chocolate)

2. Pulverisation of the solid block of cocoa remaining into a fine, high-grade cocoa powder

3. Addition of sugar and natural flavourings to make drinking chocolate4. Addition of malt extract to make malted drinks such as Bournvita

The following secondary processing stages take place to make dark chocolate:

1. Addition of sugar and cocoa butter to cocoa mass to make a paste2. Drying of the paste3. Grinding of the paste with cocoa butter4. Special mixing and cooling finishing processes (conching and tempering )

take place, developed to reduce the thickness of the liquid and make sure that the fat settles in a particular way to make sure the chocolate has a glossy, smooth texture and appearance

5. Liquid chocolate is poured into bar shaped moulds, shaken and cooled before continuing along the production line to high-speed wrapping plants.

The following secondary processing stages take place to make milk chocolate:

1. Transportation of cocoa mass to Marlbrook, the milk processing factory2. Cocoa mass mixed with liquid full cream milk and sugar, condensed to a

rich, creamy liquid, and dried to produce chocolate crumb3. Transportation of chocolate crumb to Bournville4. Grinding of the chocolate crumb with blended with cocoa butter and

flavourings.

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5. Special mixing and cooling finishing processes (conching and tempering ) take place, developed to reduce the thickness of the liquid and make sure that the fat settles in a particular way so the chocolate has a glossy, smooth texture and appearance

6. Liquid chocolate is poured into bar shaped moulds, shaken and cooled before continuing along the production line to high-speed wrapping plants. 

Cocoa Growing CountriesThe cocoa tree is a native of the Amazon basin and other tropical areas of South and Central America, where wild varieties still grow in the forests, but the cocoa growing area has extended to the Carribean and beyond.Different types of cocoa are selected for cultivation in the various growing areas. In Australia, Cadbury uses high quality cocoa beans sourced from Ghana in West Africa and Asia.Most of the world's cocoa is grown in a narrow belt 10 degrees either side of the Equator because cocoa trees grow well in humid tropical climates with regular rains and a short dry season. The trees need even temperatures between 21-23 degrees Celsius, with a fairly constant rainfall of 1000-2500mm per year.Many countries now grow cocoa. The main producers outside the main central American producers, Brazil and Ecuador, are:

West AfricaGhana, which grows some of the best quality cocoa in the world, Nigeria and Cote D'Ivore.Cocoa was first planted in Ghana, now a major producer, in 1879 and as in the rest of West Africa, cocoa is grown almost entirely on small family farms. Cocoa farming is a small unsophisticated business as the current planting patterns of cocoa trees make mechanisation impractical.

AsiaIn Asia, public and private plantations have been developed as well as small farms.Malaysia and Indonesia, where the cocoa is a relatively new crop, are becoming increasingly important growing areas.

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Processing chocolate

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Cocoa pods harvested by hand

Grower ferments and cures the beans

Cocoa pods split open using wooden mallets to extract beans

Beans roasted in a continuous roaster

Beans sorted and cleaned on a moving belt

Fermented beans are dried then weighed, packed and shipped

Roasted beans kibbled into nibs

Winnowing to remove shells

Nibs ground into cocoa mass used to make chocolate.

The Chocolate Making Process

Ingredients

Production starts at the Singapore cocoa factory where the top quality cocoa beans are processed to produce the cocoa mass - which contains 53% cocoa and cocoa butter - the basis for all chocolate products.

When chocolate is made, the 'mass' goes straight to the Cadbury factories in Victoria or Tasmania.

Fresh full cream milk is collected and condensed and transported to the factories. Sugar is added to the condensed milk with some of the cocoa mass, making a rich creamy chocolate liquid, which is then evaporated to make milk chocolate crumb.As these ingredients are cooked together, the special rich creamy taste of Cadbury chocolate is produced. Each year, 22,000 tonnes of crumb is produced at Claremont to be made into chocolate.

On arrival at the chocolate factory, the crumb is passed through a pin mill and mixed with cocoa liquor and cocoa butter, as well as special chocolate flavouring. The amount of emulsifiers added depends on the consistency of the chocolate required. Thick chocolate is needed for moulded blocks, while a thinner consistency is used for assortments and covering bars.Both milk and dark chocolate undergo the same final special production stages - refining, conching and tempering - which produce the famous smoothness, gloss and snap of Cadbury chocolate.Conching involves mixing and beating the semi-liquid mixture to develop the flavour, removing unwanted volatile flavours and reducing the viscosity and particle size.

Tempering is the final crucial and complex stage which involves mixing and cooling the liquid chocolate under carefully controlled conditions to ensure that the fat in the chocolate crystallises in its most stable form. Highly sophisticated

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machinery has been developed for this process, which is one of the skills of the chocolatier.Tempered chocolate is used in a number of ways to produce Cadbury's famous brands.Blocks of solid chocolate, including bars with added ingredients such as nuts and raisins, are known in the industry as 'moulded' products. Tempered chocolate is poured into bar-shaped moulds, shaken and cooled, then the moulded blocks continue to high speed wrapping plants. One of Cadbury's most recently-commissioned plants will potentially produce 700 blocks per minute.

Chocolate blocks

Cadbury Dairy Milk, Australia's favouritemoulded chocolate block is available in a wide range sizes to suit all ages and occasions. Dairy Milk is also the main ingredient of other Cadbury favourites such as Hazelnut and Fruit & Nut.Moulded blocks come in different sizes -Large blocks - 250g and 350g, with even larger blocks for special occasions bought for sharing or as a gift.Small blocks - 100g and 50g bars to shareSnack and Treat size - small individual bars to enjoy as a small treat, including portion controlled bars (99 Kcals).

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Different Products

Once Cadbury chocolate has been produced, it is used to manufacture a wide variety of products. The chocolate and any additional ingredients are pumped from holding tanks to different production lines.

Countlines

At Cadbury, individually-wrapped, chocolate-covered bars, such as the Cadbury Crunchie, Boost, Time Out or Double Decker, are called countlines because they are sold by numbers rather than by weight. Countlines tend to be eaten as a treat. These products are made by the enrobing method, where the centres pass on a continuous belt beneath a curtain of liquid chocolate.

Moulded barsMoulded bars are made by pouring liquid chocolate into bar-shaped moulds, for example the Cadbury Dairy Milk range. They may have added ingredients, such as nuts, raisins or biscuit pieces, and they come in different sizes.

Products like the Cadbury Caramel are made by setting a layer of chocolate in moulds, adding the filling and sealing the base of the bar with a layer of chocolate.

AssortmentsAssortments are boxes of chocolates with a variety of different centres, such as Cadbury Milk Tray, Heroes or Roses, which are bought as gifts or for sharing. These are either made by enrobing or shelling. During shelling, liquid chocolate is deposited into a mould to form a shell. The centre is then put inside the shell, which is sealed.

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LEGAL ISSUES

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UK food labelling laws are very specific about what can and cannot be called chocolate.

Chocolate is any product made from cocoa nibs, cocoa mass, cocoa, fat-reduced cocoa or any combination of two or more of these ingredients, with or without extracted cocoa butter and sucrose.

Dark Chocolate must not contain less than 35% total dry cocoa solids, of which at least 14% must be dry non-fat cocoa solids.

Milk chocolate must either be:

20:20, with a minimum of 20% dry cocoa solids (of which 2.5% non-fat cocoa solids) and a minimum of 20% milk solids (minimum 5% milk fat). Dairy Milk is this type of milk chocolate

14:25, with a minimum of 25% dry cocoa solids (of which 2.5% non-fat cocoa solids) and a minimum of 14% milk solids (minimum 3.5% milk fat). This type of milk chocolate can be called "European or coating chocolate".

The Food Standards Agency is responsible for checking that the law is upheld on the safety of materials that come into contact with food (e.g. food processing machinery and packaging) and food labelling. Labels must contain certain information, e.g. the product’s name, the company’s name, a list of ingredients, special storage instructions). Companies have to make sure they know what the law is and that they conform to it.

QUALITY CONTROL

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Food manufacturers use a system called Hazard Analysis Critical Control Points (HACCP). This helps to identify what could go wrong in the production process (e.g. biological, physical and chemical hazards), and to put in place strict quality control checks called critical control points (CCPs) at key production stages that make sure that the product is safe.

Other checks might not be to do with safety, but are put in place to make sure that the product always has exactly the same appearance, taste, aroma and texture. Quality control checks might include visual, weight, temperature, microbiological, pH, chemical and metal checks, as well as organoleptic checks (sampling the final product to check its flavour, aroma and texture).

Cadbury’s plants operate 24 hours a day, producing products to the highest standards of quality control.

The Cadbury Dairy Milk Bubbly plant, for example, produced bars with such precision that the tiny air bubbles in the chocolate were within 0.2–0.3 mm of each other. Factors such as temperature are monitored at about 1,000 points in the plant, feeding information to central computers, which can deal with 360,000 instructions a minute.

TECHNOLOGY

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Before the introduction of computer control, manufacture involved a series of operations individually supervised at separate control points.

Now, many processes on the production line can be undertaken by machinery, supervised by one person from a control room full of computer screens. This is called Computer-Aided Manufacturing (CAM). CAM systems allow faster, more flexible manufacturing. The use of computers to perform fast, accurate, repeatable production processes reduces the possibility of human error and helps make sure that the product is always exactly the same.

Companies can use computerised scales, boiling vats, date-stamping machines, deck ovens, centrifuge machines (to separate liquids from solids), depositors (to put an exact amount of food into several containers at once), mandolines (to cut food into equal portions), bench or floor-standing mixers (to mix exact quantities of ingredients).

Cadbury uses specialised machinery from both Britain and abroad. Many of the machines have been produced to Cadbury's design and specification.

PRODUCT DEVELOPMENT

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Product development can take a number of forms. It may involve:

a completely new product – e.g. Cadbury Creme Egg Twisted bar launched in 2008 developed by taking the gooey fondant fun of Creme Egg inside a bar of thick milk chocolate, available all year round.

an extension to an existing range (brand development) – e.g. the extension of the Cadbury Buttons range with the launch of White Cadbury Buttons, Giant Cadbury Buttons and Cadbury Caramel Nibbles.

a re-launch of an existing product – analysing which aspects of a product are working and which could be improved and reformulating, repositioning or re-presenting it in different packaging or sizing, e.g. when the Cadbury Dairy Milk range was all brought under one brand in 2002.

Why is product development necessary?

Companies cannot afford to stand still. They need to come up with new ideas (innovate) to survive in a very competitive commercial climate. Product development is a way of staying ahead of the market and the competition.

The starting point for product development may be:

changes in consumer lifestyle – consumer attitudes, purchasing habits, tastes and preferences change over time

to maintain or provide a fresh approach to a brand – all products have a product life cycle and need to be reviewed regularly with a view to revitalising or refreshing them

to stimulate interest in a brand – to engage new consumers and retain loyal ones.

Product Development Process

It's not easy to develop a successful new product that will stand the test of time and gain a permanent place in a company’s portfolio. It takes about 50–100 new

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product ideas to produce one successful one. Most ideas fail early in the process, long before they reach the consumer.

The success of product development at Cadbury depends upon combining goodartisan (chocolate making) knowledge with knowledge of consumer opportunity/insight.

Because the product development process is expensive, it’s essential that a thorough approach to research and development is taken. Cadbury works through a series of six stages to take an idea (a proposition) through to product launch:

Stage 1 : Initial Research

The focus at this stage is identifying gaps in the market and developing ideas to meet them.

Inspiration may come from:

competitor shopping techniques such as attribute analysis, mind-mapping and SCAMPER,

consumer insight studies (“consumer digging”) from different departments (e.g. Marketing, Sales, Technical Development

or Market Research).

The Marketing team works with the Science & Technology (S&T) team and a design agency to develop ideas using brainstorming workshops and focus groups to get consumer feedback.

The ideas are narrowed down and a product brief is produced and passed on to the S&T team.

Stage 2: Defining Ideas

Focus groups or 1-2-1 interviews take place to find out which ideas appeal to customers and could be developed further. A design agency might produce mood boards to explore and communicate ideas.

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If a reduced-calorie chocolate product was being developed, consumers might be asked:

Which is more important to you – low fat or low sugar? What would you want from a reduced-calorie product? What’s your favourite reduced-calorie product? Which would you not buy? What do you see as the benefits of these ideas? What are the Unique Selling Points (USPs) of these ideas?

A proposal is then put to the Business team. A typical proposal might be “to develop a small, high-energy chocolate bar for people on the go”. The decision whether to take the product forward will be based on the market research and how the team feels that the product will fit into the company’s commercial strategy. Time is spent looking at existing products and at consumer trends in order to learn what is currently popular, desirable and fashionable, what is successful and what is not.

If they accept the proposal, a product development team is set up to take the project forward.

Stage 3 : Refining Ideas

It is very important to keep talking to the consumer at this stage, listening to what they say about what they like and dislike about the prototypes.

Several prototypes are developed for consumer testing to get feedback on:

Which ideas are worth further development? What are the winning attributes of the products? Is there anything about the new products that doesn't work? What comes nearest to filling the gap in the market? Do the prototypes meet your expectations?

Consumers undertake sensory analysis, providing feedback on flavour, texture, shape, number and weight.This process narrows down a broad range of ideas to a smaller number of more refined ideas to go through to the next stage when supply decisions (how the product should be manufactured) will be made.

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Stage 4: Developing Ideas

Actual product development begins. Prototypes are put through rigorous trials.

Checks and considerations at this stage include:

are ingredients easily available at the right price (sourcing andprocurement)?

can existing machinery be used to make the product or is new machinery needed?

is the product safe and legal? HACCP (Hazard Analysis and Critical Control Points) is the product’s shelf-life retained at different temperatures? is the eating quality the same throughout the product’s shelf-life? is the packaging attractive and informative and is it in line with product

targeting in the market place? does the packaging provide suitable protection during transportation?

Marketing development also takes place. An appropriate product name is chosen and registered. Careful checking is needed to make sure the name is unique and suitable for international use – it must not mean something inappropriate in another language or culture.

Stage 5: Validating Initiative

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Commercial, production and financial details are finalised and risk assessment is carried out. One of the decisions taken is whether the product can be mass produced at a good quality.

The finished product and concept will be tested in use in the marketplace to test out how unique it is and whether people will buy it.

The launch of the product is planned in detail including:

when and where it will be launched how it will be promoted and displayed the final price.

Stage 6: Launch Initiative

New products may first be launched in limited regions of the country to ensure that demand can be met.

This allows performance of the product to be monitored against the key launch targets (e.g. increasing market share by a certain percentage) and for any issues arising to be identified and addressed.

Design And Packaging

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Why package?

Packaging of chocolate products must:

protect the product from physical damage or deterioration (e.g. due to high or low humidity, foreign odours, the effects of temperature changes or changes to the product itself which can be caused by oxidation or moisture gain or loss)

contain the product to avoid loss through breakage or theft display the product – good graphic design and shape is important sell the product by attracting customers to buy it, and by being attractive and

easy enough to use so they will buy it again be economical so that consumers feel that their purchase represents good

value for money

Packaging can communicate the company’s corporate identity to the customer, helping to position it in the customer’s mind, and set it apart from the competition.

The Packaging Development Process

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At any point, Cadbury will be working on 70–80 packaging developments for new products, new presentations of existing products or product relaunches. Several departments work closely on this – e.g. Marketing, Design, Packaging Development, Product Engineering and Quality Control – all will have different viewpoints.

Firstly, the whole team assesses the product’s packaging needs Ideas are also thoroughly tested to make sure that they can be made using

Cadbury’s machinery and that they will stand up to handling and distribution Designs are fine-tuned until the packaging meets all the requirements The material specifications are agreed with the chosen suppliers The factory quality control department ensures that quality levels can be

met.

Technical Development

It is important that the design and development teams keep up to date with all the latest developments in technology. Developments in technology can make it possible to create innovative products or packaging. New materials and finishes present new design opportunities and possibilities.

Fairly recent innovations include new plastics, metalised films, ultraviolet and infra-red dried printing inks.

Computer Aided Design (CAD) tools are used to produce designs. CAD software can be used to create accurate 3D designs which can be viewed from any angle. It can be used to create an image of how a product might look on the shop shelf to see how well it will stand out.

Packaging Material

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A number of things have to be considered when choosing packaging materials:

chocolate is very sensitive totaint (it picks up other flavours and odours easily)

the packaging comes into direct contact with the product and so must be safe many chocolate products can pick up moisture and become sticky others lose moisture, dry out and become tough wherever possible the materials must be recyclable

A range of different materials are used:

Paper is used for labels, wrappers, liners and in laminates. Paper may be finished with grease resistant, wax, plastic film or emulsion treatments

Board is used to make boxes as it is stiff and can be coated, laminated, treated and printed to change and improve the way it looks

Traditional plastics Bioplastics (cornstarch)

When packaging is being designed, production techniques must be taken into consideration. Modern high-speed packaging lines can work to very specific requirements.

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Packaging Styles

1905

1930sThe original parcel or envelope-style Cadbury Dairy Milk packaging was replaced by the foil and band style of packaging.

1960sA vertical (portrait) label was developed in response to shopkeepers who were displaying products vertically to enable more chocolate to be displayed on their shelves.

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1970sThere was a return to horizontal (landscape) packaging and the famous “glass and a half of full cream milk” symbol was incorporated into the design.

1990sFlow-wrap packaging was introduced. The wrap is filed around the chocolate automatically, sealed on the back and then the ends are crimp-sealed together. This produces a packaging as close as possible to a fully sealed bar. This has improved efficiency and reduced the packaging materials used.

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Systems And Control

Sophisticated tools and knowledge of various control technologies (mechanical, electronic / computer, pneumatic) are needed to design and manufacture any product. This is just as true of a factory that produces chocolate as one that produces mobile phones or cars.

Mechanisms

Like any other machinery, industrial machinery is essentially a set of mechanisms.

These may be simple or very sophisticated, but at heart they are a combination of gears, belt and chain systems and linkages.

Generally, mechanical systems are powered by rotary or linear electric motors or solenoids, which in turn are controlled by an electronic control system.

Belt and chain systems use a belt stretched between two pulleys or a chain stretched between two cogs, so that when one pulley turns, the belt turns the second one.Belt and chain systems are used extensively in the Cadbury factory to move the chocolate products between the various manufacturing stages.

Gears are made of toothed wheels that mesh together so that the turning of one gear wheel turns the next.By choosing gears with different shapes and different numbers of teeth, the mechanism can be used to control the rotation speed and direction as well as the turning force.In the Cadbury production lines, gear systems transfer force from the drive motors to the belts, at the same time reducing the speed of rotation and increasing the force. Varying the speed of the belt is achieved by varying the motor speed.

A linkage is a collection of rigid rods connected by flexible joints.It is very useful if you want to change the rotary motion of an electric motor into some other kind of motion (linear, oscillating, or reciprocating).

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The design of the linkage defines the exact pattern of motion produced. In the Cadbury production lines, linkages are used during the wrapping of a Creme Egg to manipulate the egg as the wrapper is drawn around it.

Computer control : At the centre of any production system is a computer control system.The computer control system ensures that the production operations happen in the correct order by controlling the electrical and pneumatic machinery.It also monitors the production system, checking for problems using a wide range of sensors. If a problem is detected the control system is able to take action to fix the fault or, if necessary, stop the relevant machines and alert a human operator.Data from the monitoring system are recorded both so that the productivity of the plant can be tracked over time and also to provide a log of machine failures.

At Cadbury, these operations are managed by three kinds of computer system:

1. Production line monitoringSoftware running on a Windows PC provides a graphical representation of the production line, showing the operator exactly what the line is doing.The operator can also view a historical record showing what the production line has been doing in the form of trends, reports and alarm messages.

Operators can both supervise the line and also step in to override the main control systems, for example to switch a part of the line off for maintenance.The collection of software and hardware used for monitoring is called a Supervisory Control and Data Acquisition (SCADA) system.

2. Production line data collectionRecorded data, such as temperatures, production quantities and faults, are continuously sent to a separate set of computers and stored. Production staff can retrieve and analyse several years’ worth of data.

3. Production line controlProgrammable Logic Controllers (PLCs) carry out the second-by-second control of the manufacturing machinery.

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A PLC is a dedicated industrial controller, containing a microprocessor, memory and the ability to communicate with a large number of input and output devices. These measure the state of the plant (providing, for example, information on temperature, pressure, position, speed) and change the state of the plant (for example opening valves, running pumps, turning heaters on and off).

Electronic Sensors And Actuators

The computer control system has to be able to do two things. It has to make things happen and it needs to know what is happening. Sensors on the production line provide information to the computer system about what is happening.Actuators are used to make things happen.

On the Cadbury production lines there are a variety of actuators including electric motors, pneumatic valves, solenoids, lights and sirens.The production line is monitored using sensors, including for pressure, mass, temperature, the presence of objects, counting of objects and metal detection

Assembly line

The manufacturing stages involved in producing Cadbury Dairy Milk are as follows:

Ingredient mixing Heating Transport of liquid Cadbury Dairy Milk Moulding Transport of moulds Cooling Transport of solid Cadbury Dairy Milk Wrapping Transport of wrapped bars Boxing

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CONCLUSION

This project report has demonstrated “cadbury’s chocolate manufacturing process”that has proved to be qualitative and of great benefit to the company in furthering its competitive advantage.

The secret of cadbury’s success

The credit for the Cadbury’s success goes to their incredible selection of the finest cocoa beans and making use of those cocoa beans for making chocolates. Right from the stand Cadbury dairymilk success has been based on 3 factors:

Quality

Value for money

Advertising

The ingredients in Cadbury’s latest recipes for success are:

The right product, the right partners, the right marketing, the promotional backup and the right employees.

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BIBLIOGRAPHY

The economic times-“ brand equity”

Company literature

Websites:

www.cadburyindia.com

www.wikipedia.com

www.cadbury.uk.com

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