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DESIGN OF STUDY
Objectives
• To study influence of Cadbury in today’s orld!
• To find out its "ositive # ne$ative i%"acts on &u%an &ealt&!
• To educate t&e yout&s about its ill effects on &ealt&!
Sources of Data
T&e data as collected by visitin$ various ebsites &ic& &el"ed %e
in collectin$ data re$ardin$ influence of Cadbury on yout& and its
"ositive and ne$ative effects t&ereby leadin$ to successful co%"letion
of %y "roject!
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INT'ODUCTION
Cadbury(s "resence in India dates bac) to *+,-. &en t&e "arent
Cadbury Sc&e""es set u" a &olly oned subsidiary Cadbury Fry /India0
1td! Cadbury. a subsidiary of Cadbury Sc&e""es is a do%inatin$ "layer in
t&e Indian c&ocolate %ar)et it& stron$ brands li)e Dairy 2il). Five Star.
3er). Ge%s. etc! Dairy %il) is t&e lar$est c&ocolate brand in India!
C&ocolates # Confectionery contribute to 456 of Cadbury’s turnover!
Cadbury also &as a stron$ brand 7ournvita in t&e %alted &ealt& drin)
cate$ory. &ic& accounts for 8,6 of turnover!
Cadbury as ori$inally incor"orated as a &olly oned subsidiary of
Cadbury Sc&e""es Overseas 1td /CSO10 in *+,-! T&e co%"any’s ori$inalna%e as Cadbury Fry /India0 1td! In *+4-. CSO1 diluted its e9uity sta)e to
,:6 to co%"ly it& FE'; $uidelines! In *+-8. t&e na%e as c&an$ed to
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could not ta)e off and as discontinued >?, years later! In *+-+. Cadbury
diversified into ice crea%s it& Dollo"s and 1o"sto" brands. &ic& ere
sold off to 7roo)e 7ond in *++,! @o&n Cadbury ;s t&e enter"rise "ros"ered.
in *-,4 @o&n Cadbury rented a lar$er factory in 7rid$e Street. off 7road
Street. in t&e centre of 7ir%in$&a% and
ent into "artners&i" it& &is brot&er 7enja%in ? tradin$ as Cadbury
7rot&ers of 7ir%in$&a%! T&e retail side of t&e business in 7ull Street as
"assed to a ne"&e.
'ic&ard Cadbury 7arro in *-,+! 7arro Stores. as it beca%e. traded
in Central 7ir%in$&a% until t&e *+=:s! ; %ajor turnin$ "oint for t&e cocoa
and c&ocolate industry ca%e in t&e %id?*-5:s. &en taAes on i%"orted cocoa
beans ere reduced by 3ri%e 2inister Billia% Gladstone! T&e "reviously
"ro&ibitive c&ocolate "roducts ere no it&in t&e reac& of t&e ider
"o"ulation! Cadbury 7rot&ers received t&eir first 'oyal Barrant on February
,. *-5, as (%anufacturers of cocoa and c&ocolate to ueen ictoria!( T&e
co%"any continues to &old royal arrants of a""oint%ent! Durin$ t&e *-5:s
business be$an to decline! T&e "artners&i" beteen t&e first Cadbury brot&ers
as dissolved in *-=:. a difficult ti%e in t&e co%"any(s &istory! @o&n
Cadbury(s sons 'ic&ard and Geor$e. &o &ad joined t&e co%"any in t&e
*-5:s. beca%e t&e second Cadbury brot&ers to run t&e business &en t&eir fat&er retired due to failin$ &ealt& in *-=*! @o&n Cadbury devoted t&e rest of
&is life to civic and social or) in 7ir%in$&a% until &is deat& in *--+!
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'EIEB OF 1ITE';TU'E
INT'ODUCTION
Cadbury India 1td. a subsidiary of Cadbury Sc&e""es Overseas 1td
is a leadin$ $lobal confectionery co%"any it& an outstandin$ "ortfolio of
c&ocolate. $u% and candy brands! T&e co%"any %anufactures and sells
c&ocolate bloc)s. slabs. or bars coated afer biscuits %alted food and su$ar
confectionery! T&ey also eA"ort t&eir "roducts to Sri 1an)a. Dubai. G&anaand 2aldives! T&e co%"any &as %anufacturin$ facilities at T&ane and Induri
in 2a&aras&tra. 2alan"ur in 2ad&ya 3rades&. 7an$alore in arnata)a and
7addi in
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;lso. t&ey launc&ed Cadbury(s Fruit # Nut! In t&e year *+=:s. t&e co%"any
set u" a Cocoa 'esearc& Centre in erala! T&ey set u" t&eir first "lant in
India at T&ane in 2a&aras&tra!
;lso. t&ey launc&ed Cadbury(s Tiffins. Nut 7utterscotc&. Cara%els.
Crac)le. 5 Star and Ge%s! In t&e year *+4:s. t&e co%"any co%%issioned t&e
2alt EAtract 3lant at Induri in 2a&aras&tra! T&e na%e of t&e co%"any as
c&an$ed fro% Cadbury Fry /India0 3vt 1td to Cadbury India 1td! T&ey
launc&ed Cadbury(s Eclairs durin$ t&is "eriod! In t&e year *+-:s. t&e
co%"any as converted into a "ublic li%ited co%"any! In t&e year *++:s. t&e
co%"any launc&ed t&e Su$ar Confectionery business it& Trebor Goo$ly!
T&ey launc&ed Cadbury(s 3er). Cadbury(s Truffle and 3icnic durin$ t&is
"eriod! In t&e year 8::8. t&e co%"any increased t&e "roduction of 2alted
Foods fro% =.54: tonnes to 4.+:: tonnes! In Dece%ber 8::8. Cadbury
Sc&e""es 3lc U ac9uired t&e $lobal non?c&ocolate confectionary business
of 3fier Inc. US; na%ely Barner 1a%bert India 3vt 1td! In t&e year 8::>.
and National Stoc) EAc&an$e 1td. 2u%bai it& effect
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fro% February 4. 8::>! In t&e year 8::5. t&e co%"any increased t&e
"roduction ca"acity of 2alted Foods by ,.=:: tonnes to *>.8:: tonnes and
*::
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!
2aster confectioner Frederic
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inc&el%an as a""ointed to s&are &is reci"e and "roduction secrets it&
Cadbury or)ers! T&is resulted in Cadbury "roducin$ c&ocolate covered
nou$ats. bonbons delices. "istac&e. cara%els. avelines and %ore! Cadbury
%anufactured its first %il) c&ocolate in
*-+4! To years later t&e 7ournville factory e%"loyed 8.=:: "eo"le and
Cadbury as incor"orated as a li%ited co%"any!
Durin$ Borld Bar I. %ore t&an 8.::: of Cadbury’s %ale e%"loyees
joined t&e ;r%ed Forces! Cadbury su""orted t&e ar effort. sendin$ ar%
clot&in$. boo)s and c&ocolate to t&e soldiers! Cadbury su""le%ented t&e
$overn%ent alloances to t&e de"endants of t&eir or)ers! B&en t&e
or)ers returned. t&ey ere able to return to or). ta)e educational courses.
and injured or ill e%"loyyees ere loo)ed after in convalescent &o%es!
Durin$ t&is "eriod trade overseas increased. and Cadbury o"ened its firstoverseas factory near
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C;D7U'Y BO'1D BIDE
Cadbury is t&e orld(s lar$est confectionery co%"any and &ave a
stron$ re$ional "resence in bevera$es in t&e ;%ericas and
;ustralia!
Bit& ori$ins stretc&in$ bac) over 8:: years. today
t&eir "roducts ? &ic& include brands suc& as Cadbury. Sc&e""es.
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? It e%"loy =:.::: "eo"le in over 8:: countries
? Borlds No * Confectionery co%"any
? Borld(s No 8 Gu%s co%"any
? Borld(s No > bevera$e co%"any
Cadbury 7randsH
C&ocolates
Snac)s
7evera$es
Candy
SN;CSH
7ytes
7EE';GES
7ournvita
C;NDY
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2il) 8 in *. a deli$&tful co%bination of %il) c&ocolate and &ite c&ocolate!
Givin$ consu%ers an eAcitin$ reason to )ee" co%in$ bac) into t&e fun filled
orld of Cadbury!
Today. Cadbury Dairy 2il) alone &olds >:6 value s&are of t&e Indian
c&ocolate %ar)et!
5 ST;'
T&e second lar$est after Cadbury Dairy 2il) it& a %ar)et s&are of *,6.
Cadbury 5 Star %oves fro% stren$t& to stren$t& every year by increasin$ its
user base!
1aunc&ed in *+=+ as a bar of c&ocolate t&at as &ard outside it& soft
cara%el nou$at inside. Cadbury 5 Star &as re?invented itself over t&e years to
)ee" satisfyin$ t&e consu%ers taste for a &i$& 9uality # different c&ocolate
eatin$ eA"erience!
One of t&e )ey "ro"erties t&at Cadbury 5 Star as associated it& as its
classic Gold colour! ;nd t&rou$& t&e "assa$e of ti%e. t&is as one "ro"erty
t&at bot&. t&e brand and t&e consu%er stuc) to as a valuable association!
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2ore recently. to $ive consu%ers anot&er reason to co%e into t&e Cadbury 5
Star fold. Cadbury 5 Star Crunc&y as launc&ed! T&e sa%e delicious
Cadbury 5 Star as no available it& a das& of rice cris"ies!
3E'
Cadbury launc&ed 3er) in *++=! Bit& its li$&t c&ocolate and afer construct.
Cadbury 3er) tar$eted t&e casual snac)in$ s"ace t&at as do%inated
"ri%arily by c&i"s # afers!
Bit& t&e rise of %ore value?for?%oney brands in t&e afer c&ocolate
se$%ent. Cadbury 3er) unveiled to ne offerin$s ? 3er) K1 and KK1! In
8::,. it& an added dose of ('eal Cadbury Dairy 2il)( and an (i%"roved
afer(. 3er) beca%e even %ore irresistible
CE1E7';TIONS
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Cadbury Celebrations as ai%ed at re"lacin$ traditional $iftin$ o"tions li)e
2it&ai and dry? fruits durin$ festive seasons!
Cadbury Celebrations is available in several assort%entsH ;n assort%ent of
c&ocolates li)e 5 Star. 3er). Ge%s. Dairy 2il) and Nutties and ric& dry fruits
enrobed in Cadbury dairy %il) c&ocolate in 5 variants. ;l%ond %a$ic. raisin
%a$ic. cas&e %a$ic. nut butterscotc& and cara%els!
T&e su"er "re%iu% Celebrations 'ic& Dry Fruit Collection &ic& is a festive
offerin$ is an eAotic ran$e of c&ocolate covered dry fruits and nuts in various
flavours and t&e "re%iu% dar) c&ocolate ran$e &ic& is eAotic dar)
c&ocolate in luscious flavours!
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TE23T;TION
Ever see "eo"le &ide aay t&eir c&ocolate since t&ey don’t ant to
s&are
itL If you &ave. t&en its li)ely to be a bar of Cadbury Te%"tationsLCadbury Te%"tations is a ran$e of delicious "re%iu% c&ocolate in five
flavours!
'esearc& revealed a nic&e se$%ent of M c&oco&olics ? t&ose eA"osed
to international c&ocolates and t&ose &o love a variety of c&ocolates but
"ossibly find t&e "rice of international c&ocolates too &i$&! Cadbury
Te%"tations is a ran$e tar$eted at t&is se$%ent of discernin$ c&ocolate
lovers!
T&e Cadbury Te%"tations ran$e is available in 5 delicious flavour
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variants
? 'oast ;l%ond Coffee.
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'ESE;'C< O7@ECTIE
•
O7@ECTIE *! To deter%ine t&e tar$et audience for dairy %il)
8! To deter%ine t&e different flavors of dairy %il)
>! To analye t&e "rice of t&e "roduct!
,! To deter%ine t&e fre9uency of buyin$ t&e "roduct
5! To )no t&e %ar)etin$ strate$y of t&e dairy %il)
=! To )no t&e i%"act of advertise%ent of dairy %il) on t&e tar$eted
audience!
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3roducts offered by Cadbury /dairy %il)0
•
D;I'Y 2I1
Cadbury Dairy 2il) enca"sulates an enor%ous breat& of e%otions. fro%
s&ared values suc& as fa%ily to$et&erness. to t&e "ersonal values of
individual enjoy%ent! It stands for $oodness! ; %o%ent of "ure %a$icL
Cadbury Dairy 2il) /CD20 entered t&e Indian %ar)et in *+,-. and
since t&en for consu%ers across India. t&e ord Cadbury &as beco%e
synony%ous it& c&ocolate! CD2 re%ains at t&e to" of t&e Indian c&ocolate
%ar)et not only because of its %ost delicious. best tastin$ c&ocolate but also
because of its %e%orable co%%unication!
In t&e early days. t&e brand &ad a &u$e fan folloin$ a%on$ )ids! In
order to build stron$er a""eal a%on$ older a$e $rou"s. t&e brand re?
"ositioned itself t&rou$& t&e classic P'eal Taste of 1ife’ ca%"ai$n in *++,!T&e ca%"ai$n "ositioned Cadbury Dairy 2il) as t&e c&ocolate t&at
aa)ened t&e little c&ild in every $ron u" and very soon. bot& teena$ers
and adults. ere &oo)ed on to t&is bar of "ure %a$ic!
Bit& t&e launc& of t&e 's! 5 "ac) in *++-. CD2 beca%e %ore
affordable and &ence %ore accessible for t&e %asses! T&e ensuin$ "ositionin$
of P&aane Baalon )o )&aane )a 7a&ana C&&ayie’ %ade consu%"tion into a
joyful. social occasion!
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In 8::,. t&e Quc& 2eet&a
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Bit& a lar$e section of Indians still c&oosin$ traditional seets
/2it&ai0 over c&ocolates. an offerin$ as re9uired t&at ould seed c&ocolate
consu%"tion a%on$st non?users and &el" increase consu%"tion fre9uency
a%on$st frin$e c&ocolate users!
;lso. even at its loest "rice "oint. Cadbury c&ocolate as still
inaccessible to %ajority of t&e rural "o"ulation! T&erefore. in an effort to
u"$rade t&e Candy and 2it&ai eatin$ consu%ers to c&ocolate. Cadbury
launc&ed CDM Shots in 8::-! ;n innovative for%at of su$ar coated
c&ocolate %ade to it&stand t&e rural te%"erature fluctuations!
3ositioned as Pc&ocolate laddoo’ and "riced at 's! 8 for 8 "ieces. t&e
atte%"t as to introduce t&e "roduct to consu%ers as t&e "erfect value?for?
%oney acco%"ani%ent for t&eir s%all celebratory occasions!
2ulti"le ca%"ai$ns fro% t&e brand &ave establis&ed t&e na%e PS&ots’
and Pladdoo’ a%on$st )ids. teens and adults! T&ese c&ocolate laddoos are t&e
ne affordable alternative to seet!
• D;I'Y 2I1 SI1
Cadbury Dairy Milk &as ca"tured t&e &eart of Indian consu%ers for over
siA decades but t&ere as roo% for a %ore "re%iu% entrant in t&e cate$ory!
;nd enter CDM Silk ! 2ost CDM lovers t&ou$&t t&at not&in$ could taste
better. but CDM Silk ca%e as a elco%e sur"riseL It is crea%ier. s%oot&er.
and tastier! Its do%e s&a"ed cubes "ac) %ore c&ocolate and &ence "rovide a
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su"erior eat eA"erience!1aunc&ed in @anuary 8:*:. it& a tantaliin$ taste
t&at te%"ts t&e taste buds. CDM Silk delivered an eA9uisite c&ocolate eatin$
eA"erience in t&e Indian %ar)et! T&e advertisin$ &i$&li$&ts t&e joy of
savorin$ CDM Silk and builds on its crea%y and s%oot& eA"erience t&at
instantly %elts in your %out&! T&is brand "ro%ise as beautifully ca"tured
by t&e ta$line Q
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ones delicious c&ocolates in "lace of traditional seets! In 8::8. Cadbury
furt&er stren$t&ened and nurtured t&e closeness of t&e brot&er sister
relations&i"! Bit& Gular’s &eartar%in$ lyrics `Rishtey akne Do’ .
Q Aankhon Se Chakne Do’ . t&e a$e?old custo% of tyin$ a Rakhi as folloed
by $iftin$ a boA of Celebrations! 7eteen 8::> and 8::=. Celebrations
beca%e t&e "erfect addition to t&e traditional Sha$un! Bit& t&e ta$line
`Kyunki Sir% Sha$un Hi Kaa%i &ahin’ yet one %ore ti%e. Cadbury %ade
Raksha Bandhan even %ore s"ecial
In 8::-. Celebrations ent beyond a si%"le Rakhi $ift. and
co%%e%orated t&e true core of t&e relations&i" t&e love t&at siblin$s s&are!
In 8:*:. t&e 'ic& Dry Fruit and ;ssorted Favorites ran$e of Celebrations
ere unleas&ed. &ic& ere a"tly su""orted by t&e QShararat’ co%%ercial!
No. Celebrations beca%e t&e ne fun starter for t&e older siblin$s a
delicious treat t&at t&ey could enjoy on t&e occasion of Raksha Bandhan!
'eco$niin$ t&e %ar)et "otential. Cadbury decided to add t&e Diwali
tist to Celebrations! Bit& t&e *+++ ca%"ai$n t&at sur"rised fa%ilies it&
Q Diwali Ki Meethi Shubhkaamnaaye’ and t&e Q Har al Bane !k "tsa'’
ca%"ai$n in 8:::. "eo"le ere no revelin$ in t&e Diwali festivities it& a
boA of Cadbury Celebrations! In 8::8. it& t&e ta$line Q Rishtey akne Do’
t&e 'ic& Dry Fruit Collection as introduced in t&e %ar)et t&at $ot fa%ilies
to$et&er in festive ti%es!
Delvin$ beyond fa%ilies. t&e 8::, Celebrations co%%ercials starrin$
;%itab& 7ac&c&an ce%ented t&e s"irit of friends&i" it& t&e ta$line Q Aisi
Mithaas Jo Dosti Banaye Khaas’ ! In 8::=. anot&er ;%itab& 7ac&c&an starrer
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it& t&e ta$line `!k Aisi Mithaas( Jo Dosti Ko Banaye Aur Bhi Khaas ’
celebrated t&e ar%t& of re?unions and friends&i"s t&at ent beyond ti%e! In
8::+. Celebrations too) t&e brand t&ou$&t dee"er into t&e %eanin$ of
Diwali it as no a sy%bol of ne friends&i". s"readin$ &a""iness. and
ta)in$ a %o%ent to t&an) all t&ose &o re%ain una""reciated for %ost "art
of t&e year! Ta""in$ into t&e festive %ood of to$et&erness. Celebrations
started as)in$ "eo"le `)ss Diwali Aa# Kisse Khush Karen$e*’
• D;I'Y 2I1 F'UIT N NUT
Cadbury Dairy 2il) Fruit # Nut is a c&ocolate bar. t&at is %ade
by Cadbury U . and is sold in t&e United in$do% and ot&er countries! It
contains. as t&e fruit and nut raisins and al%onds &oever in early versions
of t&e bar t&e nuts ere %iAed nuts. includin$ 7rail buts. rat&er t&an just
al%onds!*
T&e bar launc&ed in *+8= as Cadbury+s ,ruit - &ut . but as
rena%ed Cadbury Dairy Milk ,ruit - &ut in 8::>! In t&e early years. alon$
it& t&e ot&er Dairy 2il) varieties. it as advertised as bein$ essentially
Dairy 2il) it& added bits! 7y t&e *+=:s eac& variety as advertised and
26
http://en.wikipedia.org/wiki/Cadburyhttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Raisinshttp://en.wikipedia.org/wiki/Almondshttp://en.wikipedia.org/wiki/Cadbury_Dairy_Milk_Fruit_&_Nut#cite_note-1http://en.wikipedia.org/wiki/Cadburyhttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Raisinshttp://en.wikipedia.org/wiki/Almondshttp://en.wikipedia.org/wiki/Cadbury_Dairy_Milk_Fruit_&_Nut#cite_note-1
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branded se"arately. distancin$ itself fro% its Dairy 2il) "arent. in order to
a""eal to a youn$er %ar)et. &ence t&e ide variety of ra""ers and $ra"&ics!
T&e fa%ous Fruit and Nut advert &ad t&e slo$an (Everyone(s a fruit and
nutcase(! t&is as furt&er reinforced it& a
rebrandin$ to beco%e Cadbury Dairy 2il) Fruit and Nut!
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'ESE;'C< DESIGN
T&e researc&er &as used descri"tive ty"e of researc& for t&e "roject!Descri"tive researc& is very co%%on in business and ot&er as"ects of life! In
fact. %ost of t&e %ar)etin$ researc& you’ve &eard about or "artici"ated in can
be cate$oried as descri"tive researc&! Bit& a descri"tive researc& desi$n e
are usually tryin$ to describe so%e $rou" of "eo"le or ot&er entities!
Descri"tive researc&. is used to describe c&aracteristics of a "o"ulation or
"&eno%enon bein$ studied!
Descri"tive researc& does not fit neatly into t&e definition of eit&er
9uantitative or 9ualitative researc& %et&odolo$ies. but instead it can utilie
ele%ents of bot&. often it&in t&e sa%e study! T&e ter% descri"tive researc&
refers to t&e ty"e of researc& 9uestion. desi$n. and data analysis t&at ill be
a""lied to a $iven to"ic! Descri"tive statistics tell &at is. &ile inferential
statistics try to deter%ine cause and effect!
28
http://en.wikipedia.org/wiki/Statistical_populationhttp://en.wikipedia.org/wiki/Statistical_population
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SBOT ;nalysis of Cadbury
SBOT ;nalysis is t&e %et&od to evaluate t&e Stren$t&. Bea)ness.
O""ortunity and T&reats involved in an or$aniation! It includes identifyin$
t&e internal and eAternal factors t&at are favorable or unfavorable to ac&ieve
t&e objectives of t&e or$aniation!
Stren$t&H
*! 1ar$est $lobal confectionery su""lier!
8! 2ar)et leaders in t&ree sectorsH C&ocolates. Confectionery and food drin)s
>! Cost of 3roduction is lo due to econo%ic of scale &ic& leads to &i$&er
"rofit and better %ar)et "enetration!
,!
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O""ortunitiesH
*! Groin$ %iddle class and $roin$ urban "o"ulation!
8! Increasin$ $ifts cultures!
>! Substitute to M2it&ais it& &i$&er caloriesJc&olesterol!
,! Increasin$ conce"t in de"art%ental stores desire at cas& counters!
5! O""ortunity increases it& increase in %ar)et s&ares by ac9uisition!
=! Transfer "roduction to lo cost countries &ere labour cost and ra
%aterial ill be c&ea"!
4! Introduction of ne "roducts it& lo fats!
T&reatsH
*! Due to &i$&est brand e9uity and lo cost. it is successful in India!
8! Globaliation ill brin$ in better brands for u""er end of t&e %ar)et!
>!
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Current 2ar)etin$ Strate$y used by Cadbury
To encoura$e t&e consu%ers Cadbury uses %any strate$ies! So%e of t&e%
are as follosH
On Every
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T&ey are t&e nu%ber one c&ocolate brand it& a s&are of about 4:6! Today
only one t&ird of
t&e "o"ulation buys t&e c&ocolate so Cadbury is c&allen$ed to introduce t&e
"leasure of Cadbury to %any "eo"les!
Groin$ it& t&e %ar)etH To attract t&e broader ran$e of consu%ers is t&e
%ain tar$et t&e Cadbury! T&ey created a base ran$e of t&eir acce"table
c&ocolate brands at %ore reasonable and affordable "rice! T&ey also
introduced t&e $ift ran$e "roducts for t&e custo%ers se$%ents it& &i$&?
inco%e $rou"!
Eclairs beca%e %ore "o"ular in t&e %ar)ets it& a &otter cli%ate! T&e
consu%ers find t&e delicious taste of c&ocolate in t&e %iddle t&at easily %elts
in t&e %out& and not in t&e &ot cli%ate! It is also an affordable c&ocolate for
everyone! T&e ne Eclairs Crunc& is it& %ore cris"y cara%el s&ell for &ot
cli%atic conditions!
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S;231ING 2ET
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fro% &ic& t&ey ere c&osen! In t&e "resent course or). convenience
sa%"lin$ as used and an
a$$re$ate sa%"le sie as Sa%"lin$ "rocedure! It &as ta)en si%"le rando%
sa%"lin$!
Sources of secondary data
• Used to obtain infor%ation on. Cadbury and its co%"etitor &istory.
current issues. "olicies. "rocedures etc. &erever re9uired!
• Internet
• Nes"a"er
• Cadbury’s 2ar)et Se$%ent
• 2ar)et "lace for any "roduct is co%"rised of %any different se$%ents
of consu%ers. eac& it& different needs and ants! 2ar)ets
se$%entation can be defined in a nu%ber of ays suc& asH
De%o$ra"&ic variables /e!$! Consu%ers are $rou"s. $ender.
%aterial
states inco%e etcV0
T&e lifestyle of consu%ers /i!e! t&eir interests and activities0 t&e
benefits &ic& consu%ers loo) for in a "roduct or on t&e occasions
&en t&e "roduct %i$&t be consu%ed!
36
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BO'2 INCIDENT IN D;I'Y 2I1
T&ree years bac). Cadbury(s found itself in t&e eye of a stor%. &en a fe
instances of or%s in its Dairy 2il) bars ere re"orted in 2a&aras&tra! In
less t&an to ee)s. t&e co%"any launc&ed a 3' ca%"ai$n for t&e trade!
;nd t&ree %ont&s later. ca%e an ad ca%"ai$n featurin$ 7i$ 7 and a
reva%"ed "oly?flo "ac)a$in$! 2ar)etin$ and co%%unications eA"erts
brou$&t to$et&er by ;IC;' and t&e Sub&as& G&os&al Foundation say t&at
Cadbury %oved 9uic)ly to bear!
;nd t&an)s to its e9uity it& t&e consu%ers. Cadbury(s on bac) consu%er
confidence. it& &it on sales notit&standin$!
In October 8::>. just a %ont& before Diali. custo%ers in 2u%bai
co%"lained about findin$ or%s in Cadbury Dairy 2il) c&ocolates! uic)
to res"ond. t&e 2a&aras&tra Food and Dru$ ;d%inistration seied t&e
c&ocolate stoc)s %anufactured at Cadbury(s 3une "lant!
In defense. Cadbury issued a state%ent t&at t&e infestation as not "ossible
at t&e %anufacturin$ sta$e and "oor stora$e at t&e retailers as t&e %ost
li)ely cause of t&e re"orted case of or%s!
7ut t&e FD; didn(t buy t&at! FD; co%%isioner. Utta% &obra$ade told
CN7C?T*-. It as "resu%ed t&at or%s $ot into it at t&e stora$e level.
37
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but t&en &at about t&e "ac)in$ ? "ac)a$in$ as not "ro"er or airti$&t. eit&er
ays it(s a %anufacturin$ defect it& un&y$ienic conditions or i%"ro"er
"ac)a$in$!
T&at as folloed by alle$ations and counter?alle$ations beteen Cadbury
and FD;! T&e &eat of ne$ative "ublicity %elted Cadbury(s sales by >: "er
cent. at a ti%e &en it sees a festive s"i)e of *5 "er cent!
For t&e first ti%e. Cadbury(s advertisin$ ent off air for a %ont& and a &alf
after Diali. folloin$ t&e controversy! Consu%ers see%ed to i$nore t&eir
c&ocolate cravin$s!
;s a brand under fire. in October itself. Cadbury(s launc&ed "roject (is&as(
? a education initiative coverin$ *+:.::: retailers in )ey states! 7ut &at t&e
co%"any did in @anuary 8::, is &at really &el"ed de?or% t&e brand!
7y investin$ u" to 's *5 crore /'s *5: %illion0 on i%"orted %ac&inery.
Cadbury(s reva%"ed t&e "ac)a$in$ of Dairy 2il)! T&e %etallic "oly?flo.
as costlier by *:?*5 "er cent. but Cadbury didn(t &i)e t&e "ac) "rice!
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Data inter"retation # ;nalysis
*! Do you eat c&ocolatesR
75%
25%
Response (%)
Yes
No
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8! B&en you t&in) of Cadbury &ic& c&ocolate co%es to your %indR
• Dairy %il)
• 5 star
• 3er)
• it?at
• Ot&ers
40
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Dairy Milk5 Star Kit-Kat
Otherserk
0%
10%
20%
30%
40%
50%
60%
60%
10%10%
5%5%
>! B&y do you "refer t&at "articular brandR
??????????????????????????????????????????????????????????????????????????????????????
,!
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0%
10%
20%
30%
40%
50%
60%
70%
0!7
20%
less the" 5 less the" 10 a#o$e 10
5! Do you t&in) dairy %il) is "referred by c&ildren onlyR
0%
50%
100%
150%
200%
0!4
60%
NO
YS
42
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=! Do you t&in) no "eo"le &ave beco%e %ore &ealt& conscious t&at t&e
need of c&ocolate &ave declinedR
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
200%
0!3
50%
0!2
M&Y '
NO YS
4! Do you t&in) su$ar free dairy %il) s&ould be introduced to attract &ealt&
conscious "eo"leR
43
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0%
10%
20%
30%
40%
50%
60%
YS
NO
M&Y '
0!6
25%
0!15 YS
NO
M&Y '
-!
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0%10%
20%
30%
40%
50%
60%
70%
80%
(!)
*+N( MD+&
*&D+O
,O&*D+N-S
0!75
15%
0!05
0!05
(!)
*+N( MD+&
*&D+O
,O&*D+N-S
*:! Does advertise%ent influence you to buy t&e "roductR
60%
40%
YS NO
45
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**! Give c&ocolate in one adjectiveR
0%
10%
20%
30%
40%
50%
60%
Y.MMY
(&S(Y
/*.N/,Y
0!6
20%
0!2
Y.MMY
(&S(Y
/*.N/,Y
*8! Do you t&in) "rice of dairy %il) is fairR
46
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30%
70%
yes
"o
FINDINGS
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5: res"ondents ere as)ed t&e 9uestions on Cadbury dairy %il)!
B&ere 456 said t&at t&ey li)e to eat c&ocolates as 856 don’t eat
c&ocolates! B&ere 4:6 li)e to eat dairy %il) and ot&er >:5 "refer so%e ot&er
c&ocolates it as also been as)ed in dairy %il) &ic& c&ocolate t&at ould
"refer %ost of t&e% said t&ey ould li)e to eat dairy %il) and least "eo"le
ould li)e to $o for dairy %il) fruit n nut! ;nd avera$e selection as done
for crac)le and dairy %il) sil)! 2ajority of t&e "eo"le ould "urc&ase t&e
c&ocolate bar less t&an 5 "er ee)! *:6 "eo"le ould li)e to buy %ore t&an
*: bar in a ee)!
;s dairy %il) is not only "referred by c&ildren only! =:6 of t&e
res"ondent said t&at t&e c&ocolate is "referred by adults too! ;s dairy %il)
are consu%ed by %any "eo"le t&e %ost a""ealin$ is t&rou$& advertise%ent!
T&at to television it also influence to buyer to buy t&e "roduct!
;s t&e res"ondent are not %uc& &a""y it& t&e "rice of t&e dairy %il)!
4:6 of t&e% said t&at "rice is too &i$& es"ecially of dairy %il) sil)! ;s 5:6
said t&at su$ar free dairy %il) ill &el" t&e "eo"le to attract t&e one &o is
&ealt& conscious!
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CONC1USION
Cadbury(s "resence in India dates bac) to *+,-. &en t&e "arent
Cadbury Sc&e""es set u" a &olly oned subsidiary Cadbury Fry /India0
1td! Cadbury. a subsidiary of Cadbury Sc&e""es is a do%inatin$ "layer in
t&e Indian c&ocolate %ar)et it& stron$ brands li)e Dairy 2il). Five Star.
3er). Ge%s. etc! Dairy %il) is t&e lar$est c&ocolate brand in India!
C&ocolates # Confectionery contribute to 456 of Cadbury’s turnover!
Cadbury Dairy Milk /CDM 0 entered t&e Indian %ar)et in *+,-. and since
t&en for consu%ers across India. t&e ord Cadbury &as beco%e synony%ous
it& c&ocolate! CDM re%ains at t&e to" of t&e Indian c&ocolate %ar)et not
only because of its %ost delicious. best tastin$ c&ocolate but also because of
its %e%orable co%%unication! ; stron$ foundationH Since *+,-. Cadbury is
servin$ t&eir "roducts in India and t&ey &ave created a very stron$ tradition
and leaders&i" "osition! T&ey are t&e nu%ber one c&ocolate brand it& as&are of about 4:6! Today only one t&ird of t&e "o"ulation buys t&e
c&ocolate so Cadbury is c&allen$ed to introduce t&e "leasure of Cadbury to
%any "eo"les!
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7I71IOG'; 3
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UESTION;'IE
*! Do you eat c&ocolatesR
• Yes
• No
8! Do you "refer dairy %il)R
• Yes
• No
>! B&en you t&in) of Cadbury &ic& c&ocolate co%es to your %indR
• Dairy %il)
• 5 star
• 3er)
• it?at
• ot&ers
,!
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• No
=! Do you t&in) no "eo"le &ave beco%e %ore &ealt& conscious t&at t&e
need of c&ocolate &ave declinedR
• Yes
• No
• 2aybe
4! Do you t&in) su$ar free dairy %il) s&ould be introduced to attract &ealt&
conscious "eo"leR
• Yes
• No
• 2aybe
-!
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• Yu%%y
• Testy
• Crunc&y
*8! Do you t&in) "rice of dairy %il) is fairR
• Yes
• No