PROJECT ON

CADBURYCHOCOLATES
MADE BY :-
GAURAV BULANI(10074)
NIDHI SINGH(10118)
ABHAY SINGH(10061)
 Ever since the CADBURY factory was set up in India in 1948, Cadbury
chocolates have ruled the hearts of Indians with their fabulous taste.
Considering the penchant we Indians have for sweets, its not surprising that
these sweet, smooth, milky & irrestibly delicious chocolates are the best
childhood gift any Indian child could get.
JOHN CADBURY who ventured into the chocolate business over 150 years
age, way back in England, in 1824.
Long gone is the dry chocolate supplied by John Cadbury in his Birmingham
grocery store. Today more than 250 million bars of Dairy Milk are produced &
consumed every year.
 CADBURY TODAY

• It has been more than half a century that

CADBURY has been the most loveable brands
in India.
• Cadbury India is a significant player in
the impulse market enjoying 70% share in
chocolates & a substantial share of the sugar
confectionery market.
 Confectionary Market in India
Indian confectionary industry:
1) Chocolates
2) Hard boiled candies
3) Éclairs and toffees
4) Chewing gums
5) Lollipops
6) Bubble gums
7) Mints and lozenges

Total confectionary mkt: Rs.41 bn

Total Vol. turnover : 2,23,500 pa

Consumption: Urban :73% &

Rural : 27%
 Kraft Food Inc.
• Company Profile
 World’s no.2 company in Food products like snacks, confectionaries,
and quick meals

 Annual turnover: $ 50bn.

 Business spread worldwide in 160 countries.

 Employees : 1,40,000

 Operations in 70 countries
 -The Blood of marketing
• Cadbury believes in innovation. Innovation is a virtue
of marketing strategy. Its marketing strategy is such
that it builds a brand image not only through
advertisements alone but through performance.
• The strategies are as follows:-
1. Cadbury uses a variety of advertisements with
different genres and themes to attract different
age groups. Eg – Animated ads, Melodious jingles etc.
2. Cadbury associates itself with emotions and
sentiments of people through relationships of
friendship and brotherhood.
3. Sponsorship- Bournvita kid contest, Bournvita
confidence academy, kya aap panchvi pass se tez hain
4. In order to capture the market particularly the youth
segment the strategy adopted is to promote SPORTS
by encouraging events.
5. Cadbury has not only restricted its market to child
segment but through its innovativeness has captured
every segment of the society
6. Innovation in product range has been a major
advancement by Cadbury in retaining its market share.
Examples of marketing innovation by Cadbury –
*Perk’s new range of ulta perk
*5 star’s new range of 5 star crunchy
*Gems new range of fruity gems
7. Print & poster campaigns
8. Attractive packaging has been a successful way of
attracting customers to buy its products over other
chocolates
9. A huge attractive value is associated with Cadbury
which in turn increases the acceptability in the market.
it has roped in bollywood legend Amitabh Bachan and
the ravishing Preity Zinta to endorse its products diary
milk and perk respectively.
10.Extremely catchy and well recognized tag lines and
punch lines create strong brand value and awareness
for Cadbury. The lines “Pappu pass ho gaya” , “Kuch
metha ho jaye” gives a distinct image of Cadbury.
11.Cadbury caters to that segment of the society which
cannot afford large sums of money. The marketing
strategies adopted here would be introduction of
economy packs of all its products and advertising the
same.
12.The most important marketing policy being,
implemented during the festive season. The
sonsumptions of sweets is at its zenith during the
festive season. India being a country of rich culture
and diversified religions has a hand full of festivils.
Cadbury makes most out of this season by introducing
gift boxes thus spreading joy.
 Cadbury believes that its business still has
significant untapped potential- in terms of growth
as well as returns. Between 2008- 2011 cadbury
intends to –
*rope in new brand ambassador Deepika Padukone
during the festive season.
*introducing a new season of bournvita quiz
contest.
*introducing new seasonal flavours such as
hazelnut, fudge, butterscotch etc.
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 DISTRIBUTION
 CDM ARE SOLD DIRECTLY TO WHOLESELLER AND RETAILERS.

CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES

2100 DISTRIBUTORS AND 450,000 RETAILERS.

WHOLESELLER

RETAILER
 promotion
 Strong brands are very important in the chocolate confectionery market.

 Almost 80% of chocolate purchases are made on impulse.

 The media mix for the campaign comprises TV, outdoor, Internet and radio.

 Use of emotional appeals in advertising.

 Concentrated more on TV. Advertisement.

 Research Methodology
Method of Sampling
- Convenience sampling

 Sample size : 50

Data source :
- Primary data : Questionnaire & Interview
- Secondary data: Internet, Journals etc.

Research instrument : Questionnaire

Data Interpretation & Analysis

 Questionnare
• Are you aware of cadbury ?
• How do you get aware of the products ?
• Which cadbury chocolates do you purchase the most
?
• Which chocolate do you buy other than cadbury ?
• Which pack size do you buy ?
• How frequently do you purchase cadbury
chocolates ?
• Purchase impulse or non-impulse ?
 Contd…….
• How is the availability of chocolates ?
• Which of the factors affect your
purchase ?
• Would you stop buying cadbury if some
other brand enters into the market ?
 ANALYSIS
1) Aware of Cadbury? 2) Source of awareness?

Source

Ads
(70%)

W-O-M
(18%)

Saw in
shop
(12%)
 ANALYSIS
3) Which Cadbury chocolate do you purchase the most?
 ANALYSIS
4) Other than cadbury? 5) Which pack size?
 ANALYSIS
6) How frequently do you purchase Cadbury chocolates?
 ANALYSIS
7) Impulse purchase ? 8) Availability?
 ANALYSIS
9) Which of the factors affect your
purchase?
 ANALYSIS
10) Will you stop buying Cadbury, if new brand appears in Market?

Response

No, not at all (60%)

I may consider (24%)
Cant's say (16%)
 FINDINGS
• Cadbury dairy milk (CDM) is flagship brand .
• Aiming to replace traditional gifting options like
Mithais and dry-fruits.
• All occasion item & targeted towards whole family.
• Medium size is preferred. Small size packs
targeted for rural market.
• Brand loyalty towards Cadbury is very high.
• Brand name, quality & taste are most important
factors.
 RECOMMENDATIONS
• Cadbury should bring out new products for health
conscious people.
• It should continue to promote itself as substitute to
mithai.
• Choco-biscuits should be introduced.
• Should use Indian ads and avoid global ads in India
• Should consider attractive display or its own ‘Chocolate
boutique’ (retail store).
• Special chocolates for Christmas should be introduced
e.g. rum, champagne flavored.
• New flavors like strawberry,orange,vanilla etc.
 conclusion
• There is an immense scope for chocolate industry in India.
• Indian chocolate industry is unique mix with extreme
consumption patterns, attitudes, beliefs, income level and
spending.
• Understanding consumer preferences and demands is the key
to growth.
• Pricing, quality , flavors and pack size are some of the
important factors.
• Economical distribution using proper supply chain management
is necessity
• Brand loyalty should be maintained.
 Strategy
• Can be a significant player in the gifting
segment, through occasion linked gift
packs .
• Build critical mass in the sugar business
by introducing value-added sugar
confectionery products.
• Consumers should be exposed to the
Cadbury message on a continual basis.
Contd..
• Increasing the consumer base by
focusing on affordability and availability.

• Changing consumer perception and eating

habits by creating new reasons for
consumption.
 Strategy
• Increase depth of consumption,
targeting regular chocolate consumers
through generating impulse and a
dominant presence at Point of Sale.
THANK YOU