Professional Documents
Culture Documents
COLLEGE has successfully completed the project work titled CADBURY DAIRY
MILK.
This project is the record of authentic work carried out during the academic year
2009-10.
COMPANY OVERVIEW
Cadbury began its operations in 1948 by importing chocolates and then re-packing them
before distribution in the Indian market. After 59 years of existence, it today has five
company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur
(Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi,
Mumbai, Kolkata and Chennai). The corporate office is in Mumbai.
Our core purpose "Working together to create brands people love" captures the spirit of
what we are trying to achieve as a business. We collaborate and work as teams to convert
products into brands.
Simply put, we spread happiness!
Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk
Food Drinks and in the Candy category.
In the Chocolate Confectionery business, Cadbury has maintained its undisputed
leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk,
Éclairs and Celebrations. Cadbury enjoys a value market share of over 70% - the highest
Cadbury brand share in the world! Our flagship brand Cadbury Dairy Milk 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 our main product is Bourn vita - the leading Malted
Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the
undisputed leader. We recently entered the gums category with the launch of our
worldwide dominant bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries
worldwide.
The Cadbury India Brand Strategy has received consistent support through simple but
imaginative extensions to product categories and distribution. A good example of this is
the development of Bytes. Crispy wafers filled with coca cream in the form of a bagged
snack, Bytes is positioned as "The new concept of sweet snacking". It delivers the taste of
chocolate in the form of a light snack, and thus heralds the entry of Cadbury India into
the growing bagged Snack Market, which has been dominated until now by Salted
Bagged Snack Brands. Byte was first launched in South India in 2003.
Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India.
For over two decades, we have worked with the Kerala Agriculture University to
undertake cocoa research and released clones, hybrids that improve the cocoa yield. Our
Cocoa team visits farmers and advises them on the cultivation aspects from planting to
harvesting. We also conduct farmers meetings & seminars to educate them on Cocoa
cultivation aspects. Our efforts have increased cocoa productivity and touched the lives of
thousands of farmers.
Cadbury Milestones
The Cadbury story is a fascinating study of industrial and social developments. From a
one man business in 1824, Cadbury has grown to be one of the world's largest producers
of chocolate.
Use our milestones to view Cadbury history at a glance; discover how the company grew
and when the key products were introduced. See how a small family business developed
into an international company and how the high standards of the Cadbury brothers were
combined with the most sophisticated technology, skills and innovation.
OBJECTIVES OF THE SURVEY
Pest analysis
Demographic factor:-
➢ Population growth:-choclates has wide impact on population growth.
➢ Educational groups:-target population is all age groups but the education
group will have more influence on it.As tis is used as 2 celbrate events
such as birthday,days....
➢ Population age mix:-both men and women would like 2 prefer dairy milk.
➢ Household patterns:-consumption and need is according to the household
patterns.
Economic:-
In festival seasons the demand of chocolates increases. The more salary will affect on
buying power of chocolates.
Advertisement:-dairy milk in every 6 months renew its add and by advertisement has
proved that it is can be consumed by all age of peoples.
The type of advertisement also affects the buying interest on customers. They get known
about new products and variety.
2) Research problem:-
It is a part of management but it is a specific
situational and time oriented. As per my product i have identify the research problem that
is poor quality of milk used.
Step-2
Develop the research plan
Collect the primary and secondary information.
Step: 3 Collect the Information
Step: 4 Analyze the Information
Step: 5 Present the Findings
Step: 6 Make the Decision
Table No. 1: -
Awareness about Cadbury Product
Table No.2: -
Discovery of Cadbury
Graph No. 2: -
Table No. 3: -
Product Line Prefer
Graph No.3: -
Table No. 4: -
Consumption of chocolate
Graph No. 4: -
Table No. 5: -
Purchasing of Cadbury product
Graph No.5: -
Table No. 6: -
Price Range
Graph No.6: -
Table No. 7: -
Feature for Purchasing Cadbury
Table No. 8: -
Availability of Cadbury
Graph No.8: -
Table No. 9: -
Satisfaction with the Product
Graph No.9: -
Table No. 10: -
Manufacturing & expiry date
Graph No.10: -
Graph No.12: -
Cadbury Brands:
Chocolates
Snacks
Beverages
Candy
SNACKS:
Bytes
BEVERAGES
Bournvita
CANDY
Halls
CHOCOLATES
Dairy Milk
5 Star
Perk
Celebrations
Temptation
Eclairs
Gems
DAIRY MILK
The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the
journey with chocolate lovers in India began in 1948.
The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of
Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens &
adults.
Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie,
chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a
delightful combination of milk chocolate and white chocolate. Giving consumers an
exciting reason to keep coming back into the fun filled world of Cadbury.
Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.
5 STAR
the second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Star
moves from strength to strength every year by increasing its user base.
Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat
inside, Cadbury 5 Star has re-invented itself over the years to keep satisfying the
consumers taste for a high quality & different chocolate eating experience.
One of the key properties that Cadbury 5 Star was associated with was its classic Gold
colour. And through the passage of time, this was one property that both, the brand and
the consumer stuck to as a valuable association.
More recently, to give consumers another reason to come into the Cadbury 5 Star fold,
Cadbury 5 Star Crunchy was launched. The same delicious Cadbury 5 Star was now
available with a dash of rice crispies.
PERK
Cadbury launched Perk in 1996. With its light chocolate and wafer construct, Cadbury
Perk targeted the casual snacking space that was dominated primarily by chips & wafers.
With the rise of more value-for-money brands in the wafer chocolate segment, Cadbury
Perk unveiled two new offerings - Perk XL and XXL. In 2004, with an added dose of
'Real Cadbury Dairy Milk' and an 'improved wafer', Perk became even more irresistible
CELEBRATIONS
Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and
dry- fruits during festive seasons.
Cadbury Celebrations is available in several assortments: An assortment of chocolates
like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury
dairy milk chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut
butterscotch and caramels.
The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is
an exotic range of chocolate covered dry fruits and nuts in various flavours and the
premium dark chocolate range which is exotic dark chocolate in luscious flavours.
TEMPTATION
Survey of Buyers’ Intentions: In the FMCG products buyers taste and preferences
changes in day to day life. So it is very important for the Cadbury dairy milk to be
upto date with the consumers day to day changing choices. And survey of buyers
intention is one of the way of estimating the future demand of the product. In such
survey the Cadbury choclates prefer to ask questions like
“How many times do you prefer to buy a Cadbury dairy milk in a week?”
“what you think about price of Cadbury dairy milk?”
Composite of Sales Force Opinions: In this type of forecasting, due to the impractical
survey of buyers interviewing, the Cadbury dairy milk may ask its various sales
representatives to estimate their future sales.
Expert Opinion: The Cadbury dairy milk also have a choice of estimating future
demand on the opinion given by the experts including dealers, distributors, suppliers,
marketing consultants and trade associations.
Past-Sales Analysis: The demand can also be estimated on the basis of past sales by
the Cadbury dairy milk. There are four components in the Time Series Analysis:
trend, cycle, seasonal and erratic.
Market-Test Method: When the entire plan fails, a direct-market test is desirable. It is
especially desirable in forecasting new-product sales or established product sales in a
new distribution channel or territory.
Preference (or "taste") is a concept, used in the social sciences, particularly economics. It
assumes a real or imagined "choice" between alternatives and the possibility of rank
ordering of these alternatives, based on happiness, satisfaction, gratification, enjoyment,
utility they provide. More generally, it can be seen as a source of motivation. In cognitive
sciences, individual preferences enable choice of objectives/goals.
The study of the consumer preference not only focuses on how and why consumers make
buying decision, but also focuses on how and why consumers make choice of the goods
they buy and their evaluation of these goods after use. So for success of any company or
product promotion it is very necessary to depart its concentration towards consumer
preference
Segmenting Consumer Markets: There are basically four types of segmentation. Those
are as follows:
Geographic
Demographic
Psychographic
Behavioral
Demographic Segmentation
Age and Life Cycle: Under this type of segmentation the buyers who mostly
prefer the Cadbury dairy milk comes under the age group of 4-50 years.
Gender: For purchasing Cadbury dairy milk gender doesn’t matter. Cadbury dairy
milk are for all types of persons whether male or female.
Income: The price of Cadbury dairy milk is reasonable and affordable. So a
person does not need to think much before purchasing it. They can easily buy it
any time when they want to buy. The income of a person does not play an
important role in it.
Generation: Cadbury dairy milk will not be much affected by the generation
differences. All types of peoples like to purchase the Cadbury dairy milk when
they want to buy it.
Behavioral Segmentation
Decision Roles: The decision role is played by the children’s and youngsters.
They play an important role in taking the decision of when to buy the Cadbury
dairy milk.
Occasions: For purchasing the Cadbury daiy milk no special occasions are required.
People can easily purchase it on regular basis also if they need it. Also occasions such as
diwali, rakshabandhan has lot increase in sales of dairy milk.
Benefits: Cadbury dairy milk is easily available anywhere when we need it. The supply
chain of Cadbury dairy milk is very good. Also it a quality conscious. So there are two
main types of benefits given by Cadbury dairy milk are supply and quality.
User Status: There are mainly the regular users found in the user status of Cadbury dairy
milk.
Usage Rate: The user rate is heavy in the behavioral segmentation of Cadbury dairy milk.
Buyer-Readiness: There is mainly the intending to buy type of readiness status.
Loyalty Status: There is mainly the absolute loyalty status.
Attitude: There is an enthusiastic type of attitude of the buyers.
Cadbury Case
Cadbury: The Brand
• Leader since setting up in Ireland >70 years ago
• Undisputed market leader with a 48%SOM
Cadbury Case
• The Cadbury Dairy Milk brand accounts for 33%of
Cadbury’s total chocolate sales
• Number one confectionery brand in the market
• Cadbury made a strategic marketing decision:
– to leverage the value of the Dairy Milk brand (i.e. optimize the market
potential of the brand by elevating it to a Megabrandor range brand
• Cadbury wished for The Cadbury Dairy Milk brand to be
stretched to become its own family brand.
Cadbury Case
• Scope of the Megabrand
– products chosen for inclusion based on
compatibility with the brand’s identity. e.g. the
moulded (blocks) chocolate brandswere included
as they were perceived as variants of Dairy Milk.
Cadbury Case
• Cadbury uses a combination brand strategy.
• The family brand, Cadbury is linked with its
famous sub-brands, i.e. Cadbury Crème Egg
• The family brand identity is firstly
communicated by the packaging with the
Cadbury corporate purple colour and the
distinctive Cadbury script logo.
• The sub brand is then distinguished by its own
individual script.
INTODUCTION
GROWTH
.
11. Develop a long term pricing strategy for an existing product. Choose an existing
product and decide how you will change the price of the product during its life cycle. Use
the following questions to structure your written analysis.
a. At what stage in the life cycle is the product?
Cadbury dairy milk is presently at mature stage but with innovation of new
product such as celebrations and bandhan it is now at growth stage.
d. What prices will you charge in the remaining stages of the product life cycle?
According to me price of Cadbury dairy milk should remain same as it is
innovative and in mature stage.if in future it happens that demand is decreasing or
Cadbury is facing some new competitor than it should reduce price by 1rs as to
sustain in market.
Marketing Mix:
Product Decision:
The main use of the product is to satisfy hunger and to taste something different. Here the
availability of the product is very high and awareness is very good among the people.
However brand loyalty is very poor. It is a standard food in fasting. The product is
available in following quantity packs.
Over the next few weeks Cadbury will work towards introducing either a heat-
sealed or a flow-pack packaging that offers a high level of resistance to
infestation from improper storage.
Meanwhile, Cadbury India has announced a three-step strategic programme
involving the distribution chain and retail channels so as to ensure that the
product reaching the consumer is of high quality.
Called Project Vishwas, the programme aims at building awareness among
retailers about storage requirements for Cadbury products, assistance in
improving storage conditions at the retail end and strengthening packaging of the
Cadbury Dairy Milk range. This will be implemented immediately in Maharashtra
and will be extended nationwide thereafter.
Bharat Puri, managing director, Cadbury India, said, " We take seriously our
responsibility to give our consumers a product that adheres to high quality
standards. The three-step programme is a result of our discussions with
consumers, retail partners and the Food and Drugs Administration in
Maharashtra. We are confident that this will improve the consumers trust in our
products."
Also, the company will reduce the bulk packaging from 60 bars to 22 bars. Each
bulk pack will be shrink-wrapped. This is expected to minimise the sale of loose
packs to the retail trade.
Over the next two weeks, a team of trained quality control managers along with
over 300 sales people will complete a thorough check of over 50,000 outlets
across Maharashtra that stock and sell Cadbury products.
The teams will conduct checks on storage facilities and Cadbury-supplied
chocolate dispensers and talk to owners and educate them about the appropriate
handling and storage of chocolates.
As a precautionary measure, they will also replace questionable stocks
immediately, reducing significantly the chances of damaged products reaching
the consumer.
Manufacturer Warehouses Distributors Retailer
Consumer
Title Flow
Manufacturer Distributor Retailer -
Consumer.
Payment
Manufacturer -- Bank - Distributor
Bank/cash Retailer Consumer
( )YES ( )NO
Que2.Are You Aware of the Cadbury products?
( ) Yes ( ) No
Que3. How did you first discover the Cadbury products?
( ) Advertisement (Newspapers, TV, Magazines)
( ) Mouth publicity
( ) Saw in the shop
( ) Other
Que4.Which product line do you prefer most?
( ) Chocolates ( ) Beverages
( ) Candy ( ) Snacks
Que5. How much importance do you give to the following factors when you purchase a
chocolate? (Tick in the desired column)
Que6. How much are you satisfied with the following factors in your preferred
chocolate? (Tick in the desired column)
Factors Very Satisfied Normal Least Can’t Say
Satisfied Satisfied
Flavor/taste
Price
Quality
Packaging
Form
Brand
Image
Color
Shape
Quantity
Crunchy Chew
Attractive Display
Doctors Advice
Brand Ambassadors
Ingredients
Hoarding Display
20.30 Above 30
Que14. If your preferred brand is not available for repeat purchase then what will you do?
Postpone your purchase
Que15. If another brand of the same product appears in the market, will you prefer to stop
buying this brand and buy the new brand?
No, not at all I may consider
Que16. If you don’t like to change to the new brand, then what are the reasons
for continuing to purchase the old brand?
PERSONAL DETAILS
Name:
Address:
Age:
Between 0-10 Between10-20
Between 20-30 Above 30
Gender:
Phone Number:
Marital status:
Education:
Profession: