SUB-“The analysis of Indian Confectionery market with specific

reference to Cadbury India.”

Ribhu mehra
k070
Mba(tech) mechanical
nmims

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TABLE OF CONTENTS

EXECUTIVE SUMMARY

OBJECTIVES OF THE STUDY

1.CHOCOLATE CONFECTIONARY INDUSTRY IN INDIA

INDUSTRY TRENDS

GROWTH

PROSPECTS

2. CADBURY INDIA LTD

COMPANY HISTORY

COMPANY VALUES AND STRATEGY

CORPORATE SOCIAL RESPONSIBILITY

PRODUCT PORTFOLIO

CHOCOLATES

SNACKS

BEVERAGES

CANDIES

GUMS

3. ENVIRONMENT ANALYSIS

PORTER’S FIVE FORCES MODEL

SWOT ANALYSIS

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4. INTERNAL ANALYSIS

FINANCIAL ANALYSIS

CADBURY’S TOP AND BOTTOM LINE OVER THE YEARS

CURRENT STATUS OF THE INDUSTRY

KEY POINTS ADDRESSED IN DIRECTOR’S REPORT

FUTURE PLANS

5. COMPETITOR ANALYSIS

MARKET SHARE ANALYSIS

NESTLE

GUJARAT COOPERATIVE MILK MARKETING FEDERATION (AMUL)

6.CADBURY DAIRY MILK

MARKETING MIX

REPOSITIONING

7.ACTION PLAN

APPENDIX

BIBLIOGRAPHY

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 EXECUTIVE SUMMARY

Traditionally seen as being only for kids, chocolates are now being purchased and consumed by
all sections of the society. The chocolate market is the second largest in the confectionary
market contributing to 43.9% of the total confectionary market.

Cadbury India was established in 1948 and is India’s leading chocolate confectionary
manufacturer. Cadbury India is a wholly owned subsidiary of Cadbury Schweppes a global
confectionary and Beverage Company. The company enjoys a market share of close to 60% in
India in terms of value of which close to half is contributed by the company’s leading brand Dairy
Milk.

The objective of our study was to understand Cadbury India’s current position in the Indian market.
The study specifically aimed at understanding the marketing mix of Cadbury Dairy Milk and
went on to analyze the current attitudes, perceptions and behavior of buyers towards Cadbury
Dairy Milk.

The study discusses the marketing mix adopted by Cadbury India for Dairy Milk and also
discusses in detail the various repositioning strategies the company has adopted over the years
in order to develop the market for not only Dairy Milk but chocolates in general.

From the results obtained from the study we were able to recommend a course of action that
would help the company consolidate its leadership position in the country. Since the nature of
the purchase is still largely impulse based the company must focus on effective in-store
promotion and must also have attractive packaging to attract children. Looking at the
indifference of the consumers to calorie content we think that the company does not need to
launch a low calorie product immediately to counter Kitkat Lite. However, we recommend
launching additional variants to cater to different tastes of the consumer. In order to protect its
brand image as a high quality chocolate manufacturer the company should introduce its
premium range of chocolates so that it can maintain its brand image in the face of foreign
competition especially for gifting purposes.

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 OBJECTIVES OF THE
STUDY

a. The primary objective of the survey was to understand the purchase behavior of
buyers towards Cadbury Dairy Milk in India.
b. The study also aimed to identify the current attitudes, beliefs and expectations of
consumers towards Dairy Milk.
c. It was also aimed at understanding the barriers and motivations to the purchase of
Cadbury Dairy Milk and the opinion of the customers regarding the brand and
product.
d. Through this study we also aimed to benchmark Cadbury Dairy Milk against its
competitors on certain key parameters.
e. The study also was aimed to help get a better understanding of the marketing
mix used by Cadbury India for Dairy Milk.
f. Finally, the project also aimed to understand the financial strength and capabilities
of Cadbury India vis-à-vis its competitors.

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 1. CHOCOLATE CONFECTIONARY INDUSTRY IN INDIA

Traditionally seen as an indulgence, chocolates are now being increasingly accepted in the
Indian society. Of the total confectionary market of 230 thousand tons in 2020, 46.8 thousand
tons came from chocolate confectionary. This number was much higher in terms of value with
chocolates contributing Rs. 1790 crores of the total industry sales value of Rs. 4081 crores in
2020 (Euromonitor, 2020). The table below gives the breakup of the confectionary market in
India by sales volume and sales value.

Table 1: Indian Confectionary Industry

Retail Volume Volume % Retail Value %

('000 tonnes) Value RSP
(Rs mn)

Chocolate Confectionary 46.8 26.5% 17904.6 43.9%

Sugar Confectionary 111.8 63.2% 18083.5 44.3%

Gums 18.3 10.3% 4830.4 11.8%

Confectionary 176.9 100.0% 40818.5 100.0%

Indian Confectionary Indian Confectionary

Industry Industry
(Share by Volume) (Share by Value)
10.3 Chocolate Chocolate
% 26.5 11.8%
% Confectionar Confectionar
y y
43.9%
63.2 Sugar 44.3 Sugar
% Confectionar % Confectionar
y y
Gums Gums

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INDUSTRY TRENDS

CONSUMER HABITS AND ATTITUDE

Chocolate confectionery, which is traditionally consumed by children in India, is slowly acquiring

a more adult consumer base. This development is tied to the increased acceptance of gifting
standard boxed assortments such as Cadbury’s Celebrations during the festive season in urban
areas. In line with rising health awareness among consumers, new product launches such as
KitKat Lite, which offers lower sugar content than the regular KitKat product, gained acceptance
among health conscious adults. At the same time, snacking is an increasingly popular habit in
cities and towns and urban consumers are spending more on indulgence packaged food
products.

Standard boxed assortments registered the fastest retail volume and value growth rates in
2018, helped by the growing popularity of offering chocolates rather than traditional Indian
sweets as gifts in urban areas. Manufacturers have invested heavily in promoting chocolates as
gifts through advertising campaigns such as Cadbury’s “Kuch Meetha Ho Jaye” or “Let’s Have
Something Sweet” starring the Indian film star, Amitabh Bachchan. This campaign helped to
promote the culture of gifting chocolate confectionery during the festive season, especially
Diwali, and other special occasions such as St Valentine’s Day and Mother’s Day.

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NEW PRODUCTS

Manufacturers are increasingly launching premium chocolate confectionery. Nestlé introduced

KitKat Lite, which is priced at Rs. 7.00 per unit, while regular KitKat retails at Rs5.00 per unit.
Moreover, manufacturers are paying more attention to packaging, by launching more attractive
and colourful packs to stimulate consumer interest. Cadbury’s Dairy Milk Wowie offers chocolate
shaped Disney cartoon characters to increase its appeal to children. Moreover, the packaging
prominently displays these cartoon characters. Economy packs of chocolate have also
experienced packaging developments.

GROWTH

The chocolate confectionary industry in India is a rapidly growing industry having seen a CAGR
of 9.1% in terms of volume and of 10.3% in terms of value from 2015 to 2020 (Euromonitor,
2020).

Table 2: Sales of Chocolate Confectionary by Subsector

(Rs. Million) 2015 2016 2017 2018 2019 2020

Tablets 4,650.60 4,897.17 5,250.71 5,778.41 6,836.17 8,156.47

Countlines 4,770.35 4,574.34 4,744.98 5,140.27 6,108.81 7,286.92

Bagged selflines/softlines 696.88 746.51 795.19 844.89 978.08 1,146.25

Boxed assortments 736.73 774.23 825.1 895.85 1,054.82 1,266.34

- Standard boxed assortments 736.73 720.04 767.59 834.48 982.89 1,181.67

- Twist wrapped miniatures - 54.19 57.51 61.37 71.93 84.68

Other chocolate confectionery 89.41 63.06 61.83 53.91 50.23 48.57

Chocolate confectionery 10,943.96 11,055.31 11,677.81 12,713.33 15,028.11 17,904.55

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 Table 3: Percentage Value Growth by Subsector

2019/20 2015-20 CAGR 2015/20 TOTAL

Tablets 19.31 11.89 75.39

Countlines 19.29 8.84 52.75

Bagged selflines/softlines 17.19 10.46 64.48

Boxed assortments 20.05 11.44 71.89

- Standard boxed assortments 20.22 9.91 60.39

- Twist wrapped miniatures 17.72 - -

Other chocolate confectionery -3.3 -11.49 -45.68

Chocolate confectionery 19.14 10.35 63.6

PROSPECTS

Chocolate confectionery in India is expected to grow by a 20% constant value CAGR, as new
players enter with innovative products and greater investment. Thus, new product launches,
increased advertising, and greater availability of chocolate confectionery in rapidly expanding
modern retail channels, especially supermarkets/hypermarkets and convenience stores, are
expected to encourage more impulse purchases.

Growth, in retail volume and constant value terms is expected to be faster, as per capita
consumption of chocolate confectionery in India is still very low. New product launches and
good economic conditions, combined with increased advertising support and a wider presence
in more modern retail formats, are the main drivers of growth.

The main challenge to chocolate confectionery is expected to come from traditional Indian
sweets. Though younger consumers are more likely to favour chocolate confectionery over
traditional Indian sweets, manufacturers will find it a more difficult to wean older generations
from these products.

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SWOT ANALYSIS OF CONFECTIONERY INDUSTRY

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 2. CADBURY INDIA LTD.

Incorporated in 1948, Cadbury India (formerly Hindustan Cocoa Products) is the wholly owned
Indian subsidiary of the UK based Cadbury Schweppes Plc. which is a global confectionary &
beverages company. In India the company has interests in Chocolate Confectionery, Milk Food
Drinks, Snacks, and Candy and is the market leader in Chocolate Confectionery business with a
market share of over 70%.

COMPANY HISTORY

Cadbury India is a subsidiary of Cadbury Schweppes which is the world's largest confectionery
company. The company’s origins can be traced back to 1783 when Jacob Schweppe perfected
his process for manufacturing carbonated mineral water in Geneva, Switzerland. In 1824, John
Cadbury opened in Birmingham selling cocoa and chocolate. Cadbury and Schweppe merged
in 1969 to form Cadbury Schweppes plc. Milk chocolate for eating was first made by Cadbury in
1897 by adding milk powder paste to the dark chocolate recipe of cocoa mass, cocoa butter and
sugar. In 1905, Cadbury's top selling brand, Cadbury Dairy Milk, was launched. By 1913 Dairy
Milk had become Cadbury's best selling line and in the mid twenties Cadbury's Dairy Milk
gained its status as the brand leader. The company currently enjoys world leadership in
confectionary. It stands at second place in the gums segment and is the third largest beverage
manufacturer in the world. Worldwide Cadbury Schweppes employs more than 60,000 people
and has a presence in over 200 countries.

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, Kolkota and Chennai). The
corporate office is in Mumbai. Induri Farm is a wholly-owned subsidiary of the company which
exports malted foods and chocolates to the Gulf and the Asian countries like Sri Lanka and
Bangladesh.

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over
two decades, it has worked with the Kerala Agriculture University to undertake cocoa research
and released clones, hybrids that improve the cocoa yield. The company’s cocoa team visits
farmers and advises them on the cultivation aspects from planting to harvesting. It also conducts
farmers meetings & seminars to educate the farmers on Cocoa cultivation aspects. This has led
to increased cocoa productivity and has touched the lives of thousands of farmers.
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COMPANY VALUES AND STRATEGY

The core purpose of Cadbury Schweppes, the parent company of Cadbury India, is defined as
“Working together to create brands people love”. This purpose captures the spirit of the
business and also acts as a guiding light helping employees collaborate and work as teams to
convert products into brands.

To align with the core purpose, Cadbury India has defined its vision as “Life Full of Cadbury and
Cadbury Full of Life”. This vision statement has helped the company structure its business.
The company wants to ensure that there is a Cadbury product in every pocket in the country
and is looking at the twin proposition of affordability and availability to drive future growth. The
organization is also informal and focuses on employee satisfaction by ensuring that the
employees have fun at work.

In line with its strategy the company has launched small affordable packs which have helped
improve penetration. It has also expanded its product line having entered the chewing gum
segment as well.

The company’s strategy has helped it obtain a market leader ship position in the country with a market
share of 58.5% in 2019.

CORPORATE SOCIAL RESPONSIBILITY

Cadbury India has always believed that good values and good business go hand in hand. The
company has an active Corporate Social Responsibility program that is considered to be an
important part of the company. Cadbury India’s CSR program focuses on 2 main aspects –
Commitment to the Environment and Growing Community Value.
Working in partnership with the Sri Aurobindo Society, on a five-year project, it is contributing to
the redevelopment of two villages in the coastal region of Pondicherry. The project addresses
education, health, economic development, vocational training, organic farming, water harvesting
and attitude changes including the empowerment of women. The Company has also partnered
with Vatsalya Foundation, an NGO working with underprivileged street children in Mumbai.
Vatsalya's motto is to give the child a supportive environment to live and study in and gain skills
so that they become contributing members of society. The Company supports the educational
needs of 100 street children by providing them with their school fees and also other
requirements like books, stationery, uniforms, etc.
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PRODUCT PORTFOLIO

Cadburys entered the Indian market in 1948. Since then it has been continuously introducing
new products in the Indian market. It has one of the most extensive portfolios of chocolates and
is the market leader in most of the segments it is in. Cadbury is considered to be synonymous
with chocolate in India. Cadbury enjoys a value market share of over 70% - the highest Cadbury
brand share in the world.

The product portfolio of Cadburys India can be broadly classified into

5 categories. They are:

1. Chocolates
2. Snacks
3. Beverages
4. Candies
5. Gums

CHOCOLATES

This is the most important product line in Cadburys portfolio. Cadburys enjoys market
leadership in this segment since many years. With the big brands like Dairy Milk, 5 Star, Perk,
Celebrations, Temptations, Eclairs and Gems, Cadbury has more than one offering for every
kind of customer.

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Dairy Milk

This is the flagship brand of Cadbury and is by far the most important
chocolate in its portfolio. It is a milk chocolate and over the years is
considered synonymous with milk chocolate. Cadbury Dairy Milk
alone holds 30% of the market share in India.

5 Star

Launched in 1969 as a bar of chocolate that was hard

outside with soft caramel nougat inside, Cadbury 5 Star
has been re- invented over the years to keep satisfying
the consumers taste. It is a leading knight in Cadburys
portfolio and is the
second largest after Cadbury Dairy Milk with a market share of 14%. One of the key properties
that Cadbury 5 Star was associated with was its classic Gold colour.

Perk

With its light chocolate and wafer construct, Cadbury Perk targeted the casual
snacking space that was dominated primarily by chips & wafers. Cadbury Perk
is one of the chocolate in its portfolio which provides a blend of chocolate and
wafers. It was initially positioned against Nestle Kitkat and later on Munch also
come into this segment.

Temptations

Cadbury Temptations is a range of premium chocolates in

5 different flavours. It is targeted to customers who want
premium foreign chocolates. It is available in 5 flavours
namely –
Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forest and Old Jamai

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Silk
Found in different varieties such as oreo, roast almond,bubbly etc, considered amongst it’s premium
product.

Éclairs

Cadbury Dairy Milk Éclairs was launched to cater to the toffee market. It is one of
the major players in the toffee market and it combines dairy milk with toffee.

Gems

Cadburys Gems is a colourful chocolate which comes in the form of

chocolate tablets and is mainly targeted at kids.

SNACK
S
Bytes

Cadbury Bytes was initially launched as Cadbury's foray into the rapidly growing
packaged snack market. There are three variants of Bytes available in the
market - Regular, Coffee and Strawberry, at two price points- Rs 5 and Rs 10.

15
The proposition we have arrived at is "Snacking ka meetha funda", where we
take a pot-shot at other snacks, by saying `Har snack namkeen nahi hota'.

BEVERAGES

Bourn vita

Cadbury Bournvita was the first product introduced by Cadburys in India. Given
its market share of 17%, it is among the highest selling chocolate drinks in
India. Cadbury Bourn vita reaches across hundreds of cities, towns and villages
through 350,000
outlets in India. It is available in two options: Cadbury Bourn vita, with its popular chocolate
taste, and its latest offering, Cadbury Bourn vita 5 Star Magic.

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Halls

Halls was first launched in India in 1968 & was positioned as a ‘therapeutic’ candy
competing in the cough lozenge market. Halls was sold in India as part of
the Pfizer & Warner Lambert network before it came into Cadburys later on.
Halls was one of the earliest brands to advertise on television in India. In the 1980’s.Over the years Halls
has been strongly positioned on the` soothes sore throat’ benefit in the consumers mind.
Currently, Halls occupies accounts for 50% of the international cough drop sales.

GUM
S
Bubbaloo

The Bubbaloo Bubblegum has been a very successful brand

internationally.
Bubbaloo is being sold in 25 countries and is particularly popular in Latin America. The record
for the largest bubblegum bubble ever blown is 58.4cm. The bubble was blown by Susan
Montgomery Williams of Fresno, California, USA at the ABC-TV studios in New York City, in
1994.

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 3. ENVIRONMENT ANALYSIS

PORTER’S FIVE FORCES MODEL

SUPPLIERS

The company gets the cocoa beans and cocoa butter from West Africa, Ecuador and
Venezuela. The parent company has deals with around 40000 suppliers around the world. No
single supplier accounts for more than 10% of the raw material purchases. Hence the suppliers
have very little influence on the company. To further minimize the price fluctuations and to
ensure security of the supply, the company enters into forward agreements and long-term
contracts. Most of the sugar is purchased at prices set by the European Union or by other
companies through quotas. A very small potion is bought at fluctuating prices. On the whole the
suppliers have very low or no power on the company.

BUYERS

The products are mostly impulse goods and they are sold to consumers through many different
outlets, ranging from grocery stores to food and entertainment venues. In many markets, sales
to the large multiple grocery trade accounts for less than 50% of the sales and the buyers are so
huge in number that no single customer has any influence on the industry. But it is when
controversies like worm controversy crop up that the customer power increases. Due to the
rising health awareness among the customers, the preferences of the customers are changing
to lower sugar content brands and it is important for the companies to understand the customer
needs and to develop the products with these preferences in mind.

COMPETITORS

The industry is very competitive and the company competes with many other multi-national,
national and regional companies. The group competes actively in terms of quality, taste and
price of products and seeks to develop and enhance brand recognition by introduction of new
products, new packaging, extensive advertising and promotional programmes.

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NEW ENTRANTS

The confectionery market is growing and the main drivers are population growth and increased
consumer wealth. The total confectionery market is valued at Rs 41 billion with a volume
turnover of about 223500 tonnes per annum. The category is largely consumed in urban areas
with a 73% skew to urban markets and a 27% to rural markets. The industry is expected to grow
at 23% in chocolates segment and sugar confectionery segment has declined by 19%. The
chocolate confectionery experienced the entry of new players in 2018. The low per capita
consumption of chocolate products in India, coupled with a booming Indian economy and rising
consumer affluence, has seen consumers upgrade from sugar confectionery to chocolate
confectionery. To capture the new growth, there are new entrants which are foreign brands that
are invading the market. Many customers are shifting from the domestic brands to the foreign
brands. The Hershey Co. Hershey formed a joint venture with Godrej in April 2018. Other
multinationals such as Mars Inc and ITC Ltd. are also said to be forming plans to enter the
confectionery market. The opportunities for new entrants are high but it is difficult for a complete
new brand to come and take over the market. The name “Cadbury” is so synonymously used for
chocolates that it is difficult for any new entrant to compete with it.

SUBSTITUTES

As Cadbury has repositioned the image of chocolates as a sweet dish for any happy occasion, it
faces lot of competition from the home made and purchased Indian sweets, Mithai. Though they
are not the same, the sweet preparations also serve the same purpose of “Kuch Meetha Ho
jaye”. Hence the substitutes are many and may act as a strong force.

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SWOT ANALYSIS

The following is the strengths, weakness, opportunities and threats analysis of the company.

STRENGTHS
 Cadbury’s India is a famous brand well known to people and has a good product mix.

 It being a subsidiary of Cadbury Schweppes plc is a profitable organization and it has a

strong sales and distribution set up for a back up.

 Most of the products like Dairy Milk, Éclairs, Halls have a well developed market of their own.

 The company has very less risk due to its diversification into many related businesses
like health drinks, snacks etc.

 The company is well known for new product development and creativity and has
products for almost all the occasions.

 The company was among the first to target the adult customers and to develop a new
use of the product in the form of gifts at several occasions. It changed the image of chocolates
from a kid’s consumable to a sweet that can be eaten by anyone at happy occasions.

 The company creates products that can fill up the gaps in the market. For example, to fill
up the gap left by Chiclets as it went out of market, the company created Clorets Bilkul.

 The company has expertise in branding and repositioning its products. It launched white
Halls and repositioned the product as a Cadbury’s product after the buy out.

 The company uses its effective advertising to create an increase in the market share. Its “Real
taste for life” campaign was a huge success among the cricket viewers.

 Their choice of Amitabh Bachan as their brand ambassador works to their advantage in
the Indian market.

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WEAKNESSES

 They have faced controversies like the worm controversy which has affected the trust of
the quality conscious customers.

 The company does not have too many launches of new products in the recent past.

 In spite of the constant efforts by the company, there is reluctance in the adult Indian
consumers to consume chocolates.

 As the consumers are not very health conscious, the details like calorie content etc do
not make much sense to the customers.

OPPORTUNITIES

 The company may co-brand its products with other manufacturers of food and drink.

 Information technology can be used to improve the supply chain and distribution
efficiency for the company.

 The products in Low calorie and Sugar Free product lines can be launched in the Indian
market also and they can get the first mover advantage to target the customers.

 The company has identified products like Bournvita, Cadbury Delite which have a high
growth rate and it would better if the company focuses on these brands.

 Expansion in chocolate based hot drinks can be achieved by targeting kids.

 As the per capita consumption of chocolate confectionery is very low, growth in the
future is expected to be faster than in the past. Hence, the company should focus on
new product launches, good economic conditions, increased advertisement support and
a wider presence in more modern retail formats.

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THREATS

 The company has too many products and hence there is a chance of cannibalization.
The customers may shift from one brand of the company to another.

 The company faces a lot of competition from other famous brands like Amul, Nestle etc.

 Due to the advent of foreign brands into the country, the market share of Cadbury’s may drop.

 The company is exposed to foreign exchange rate risk due to the imported cocoa beans
and cocoa butter as raw materials.

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 4. INTERNAL ANALYSIS

FINANCIAL ANALYSIS

Cadbury India has grown over the years and it has now become a household name for the
chocolate category. In this section we would analyze the Cadbury’s business model financially.
Financial analysis plays a very important part in analyzing the business model or the success of
the company.

CADBURY’S TOP AND BOTTOM LINE OVER THE YEARS

(Rs Crores) 2012 2013 2014 2015 2016 2017 2018 2019

Net Sales 509.8 565.1 624.4 687.3 714.2 764.1 879.8 1058.2

Growth Rate in Sales 20% 11% 11% 10% 4% 7% 15% 20%

Net Profit 38.3 52.3 59.7 72.7 45.7 46.2 46.0 68.8

Net Profit Percentage 8% 9% 10% 11% 6% 6% 5% 7

%

TOP LINE GROWTH

The above table shows that the growth rate of sales was decreasing in the 2013-2016 period.
This was mainly due to competition that it faced because of foreign brands entering into India.
But in recent past Cadbury has been successful in increasing its growth rate. This is mainly due
to increase in market size.

BOTTOM LINE GROWTH

The above table shows the net profit percentage over the years. Cadbury’s profit percentage peaked
in 2013 but after that it had decreased to very low levels of around 6%. This is to a certain
extent because of huge marketing cost incurred by the company.

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CURRENT STATUS OF THE INDUSTRY

The food-processing sector establishes a vital linkage and synergy between agriculture and the
industry. India is the world’s second largest producer of food next to China. However, India is
nowhere on the world map in terms of food processing when compared with other countries like
Brazil, Philippines, Thailand and Malaysia. In fact, in India less than 2% of the fruits and
vegetables are processed and a significant percentage of the balance quantity is wasted or
inefficiently used.

The growth of the processed food sector is dependent on the growth in ‘affordability’ and ‘effective
demand’. Supply chain bottlenecks due to disintegrated and uncontrollable value chains
continue to be one of the most important challenges of the food-processing sector. In order to
give push to this sector, Government has already reduced excise duty on some of processed
food products either to NIL or 8%. The reduction of excise duty on chocolates in the budget is a
very good indicator for Cadbury and we can hope to see better results in future.

KEY POINTS ADDRESSED IN DIRECTOR’S REPORT

Director’s Report highlighted the turnaround of key financial performance indicators in favour of
the company. It laid special emphasis on the increase in sales, profit margins and return on
capital. These factors are already discussed in detail in previous sections.

Year 2019 saw crossing of Rs.1000 Crore in sales. This was a huge milestone for Cadbury.
Over the years product innovation has been the key to growth for Cadburys and keeping in line
with this, the company launched successful offerings like Cadbury Fruity Gems, Cadbury Dairy
Milk Eclairs Crunch and Bourn vita 5Star Magic. During the year, brands gained market share
backed by powerful advertisement campaigns.
In the last year there was greater emphasis on product quality and environment safety. It
implemented various changes at 6 manufacturing sites to increase the standards of
environment safety.

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FUTURE PLANS

 Future activities will cover further improvisation of product & packaging to deliver
superior value to the consumers.
 Greater innovation in packaging & product presentation across various power brands.
 Product introduction to provide new texture & taste experience to consumers.
 Efforts continue to assimilate group technology for improving product quality.

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 5. COMPETITOR ANALYSIS

MARKET SHARE ANALYSIS

Cadbury is the market leader in all categories with over 58% market share. Its main competitor
is Nestle India. Nestle has identified chocolate and confectionery as one of the thrust areas for
growth. It has launched some of its international brands like Quality Street, After Eight, and
Lions in India. In 1998, Cadbury launched a new count bar Picnic. Nestle immediately followed it
with the launch of Charge. Gujarat Co-operative Milk Marketing Federation (GCMMF), which is
normally known as Amul is another significant player. It is a local manufacturer.

Distribution, in the case of chocolates, is a major deterrent to new entrants as the product has to
be kept cool in summer and also has to be adapted to suit local tropical conditions. With
removal of QRs all the major international chocolate brands especially Swiss brands have
become freely available in the market.

Chocolate Confectionery Company Shares 2015-2019 (% retail value rsp)

Company 2015 2016 2017 2018 2019

Cadbury India 56.1 54.9 57.8 58.2 58.5

Nestlé India 33.9 33.5 31.5 31.7 32.2

GCMMF 3.4 4.4 4.5 4.4 4.2

Chalet Suisse 0.5 0.5 0.5 0.4 0.4

Ferrero SpA 0.3 0.4 0.4 0.3 0.3

Others 5.8 6.4 5.3 4.9 4.3

Total 100 100 100 100 100

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 Chocolate Confectionery Brand Shares 2016-2019 (% retail value rsp)

Brand Company 2016 2017 2018 2019

Cadbury's Dairy Milk Cadbury India 25.2 27.4 28.6 29.1

Munch Nestlé India 13.6 13.7 14.1 14.2

KitKat Nestle India 9.5 8.6 8.7 8.9

Cadbury's Perk Cadbury India 9.5 9.2 8.8 8.9

Cadbury's Gems Cadbury India 6.4 6.5 6.3 6.2

Nestlé Premium Chocolate Nestle India 6.2 5.4 5 5.1

Cadbury's 5 Star Cadbury India 5.1 5.1 5.1 5.1

Cadbury's Celebrations Cadbury India 3.9 4.3 4.3 4.3

Amul GCMMF 4.2 4.3 4.2 4

Milky bar Nestle India 1.8 1.8 2.3 2.3

Bar One Nestle India 1 0.9 0.7 0.7

Cadbury's Miniature Heroes Cadbury India 0.5 0.5 0.5 0.5

Choco Swiss Chalet Suisse 0.5 0.5 0.4 0.4

Ferrero Rocher Ferrero SpA 0.4 0.4 0.3 0.3

Cadbury's Mr Pops Cadbury India 0.2 0.2 0.2 0.2

After Eight Nestle India 0.3 0.2 0.2 0.2

Chocki Cadbury India 0.1 0.2 0.2 0.1

Choco Stick Nestle India 0.2 0.1 - -

Others 11.5 10.9 10.1 9.5

Total 100 100 100 100

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NESTLE

Nestlé S.A., world’s largest food company and Switzerland’s largest industrial company. Nestlé makes
and markets a wide variety of foods and beverages, including chocolate, confectionery, instant
and roasted coffee, powdered milk, infant and baby food, mineral water, pet food, breakfast
cereals, ice cream and frozen desserts, frozen meals, condiments, sauces, soups, and pasta.

NESTLE IN INDIA

Nestle India Ltd, 51% subsidiary of Nestle SA, is among the leading branded food player in the
country. It has a broad based presence in the foods sector with leading market shares in instant
coffee, infant foods, milk products and noodles. It has also strengthened its presence in
chocolates, confectioneries and other semi processed food products during the last few years.
The company has launched Dairy Products like UHT Milk, Butter and Curd and also ventured
into the mineral water segment in 2012. Nestlé’s leading brands include Cerelac, Nestum,
Nescafe, Maggie, Kit Kat, Munch and Pure Life.

Nestle has a presence in the following categories - Baby Food, Milk products, Beverages
(Coffee, malted beverage), Chocolates & confectionery and other processed food products.

CHOCOLATES & CONFECTIONERY

Nestle forayed into chocolates & confectionery in 1990 and has cornered a fourth share of the
chocolate market in the country. The category contributes 14% to Nestle‘s turnover. It has expanded
its products range to all segments of the market The Kit Kat brand is the largest selling
chocolate brand in the world. Other brands include Milky Bar, Marbles, Crunch, Nestle Rich
Dark, Bar-One, Munch etc. The sugar confectionery portfolio consists of Polo, Soothers, Frootos
and Milky bar Eclairs. All sugar confectionery products are sold under the umbrella brand
Allen's. Nestle has also markets some of its imported brands like Quality Street, Lions and After
Eight new launches such as Nestle Choco Stick and Milky Bar Choo at attractive price points to
woo new consumers. Nestle registered a biggest increase in retail value share in 2017 aided by
good volume growth in Munch, Kit Kat and Classic sales.

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GUJARAT COOPERATIVE MILK MARKETING FEDERATION (AMUL)

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

Amul products was launched in market by Kaira District Co-operative Producers Union ltd. the
union choose Amul as brand name a variant of Amulya. AMUL means "priceless" in Sanskrit. A
quality control expert Anand suggested the brand name “Amul,” from the Sanskrit “Amoolya”.
Variants, all meaning "priceless", are found in several Indian languages. Amul products have
been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee,
Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul
Milk and Amulya have made Amul a leading food brand in India. The product was initially
advertised on hoardings as main medium. The “Utterly Butterly” ad campaign soon became popular.
In 1973 an apex organisation was formed GCMMF ltd., which integrated activities of district
unions to oversee the marketing of their product.

Today Amul is a symbol of many things, of high-quality products sold at reasonable prices, of
the genesis of a vast co-operative network, of the triumph of indigenous technology, of the
marketing savvy of a farmers' organization and have a proven model for dairy development.

In chocolates Amul offers Amul Milk chocolate which comes in various flavours
like orange, fruit and nut etc. and claims to have made from Sugar, Cocoa
Butter, Milk Solids and Chocolate mass. Amul chocolates do not seem to have
a very high perceived quality in the minds of Indian consumers as compared to
products from Cadbury and Nestle.

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 6. CADBURY DAIRY MILK

Cadbury Dairy Milk as a brand promises to be the best and most delicious chocolate. It
promises a moment of pure magic, a moment of joy, a moment of sharing and togetherness, a
moment of love and caring, a moment of warmth and feelings. It stands for goodness, stands for
the values of a family, for the bonding called life and for the celebration of life. It is supposed to
bring out the fun element in all of us, a brand which is both wholesome and reliable. Cadbury
Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family
togetherness (fun, wholesome, reliable), to the personal values of individual enjoyment. It
stands for goodness.

For consumers across India, the word Cadbury is synonymous with chocolates. It’s a classic example of a
brand coming to symbolize a product category. But even this doesn’t quite capture the warmth
with which people immediately think of CDM at the very mention of the word ‘chocolate’.

MARKETING MIX

PRODUCT

Cadbury Dairy Milk is the flagship brand of the company. It

originally was available only as one variant which was a plain milk
chocolate. The company has now introduced several variants.
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. Recently, Cadbury
Dairy Milk Desserts was launched, specifically to cater to the urge
for 'something sweet' after meals. Cadbury Dairy Milk Desserts
were introduced in exotic & traditional flavours of Tiramisu and
Kalakand. The company has also launched variants targeted only
at children - Cadbury Dairy Milk Wowie, chocolate with
Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1 is a combination of milk
chocolate and white chocolate.

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Stock Keeping Unit Sizes

Cadbury Dairy Milk comes in a variety of sizes to serve all age groups, income segments and
also for different eating occasions.

 Large bars/Gift Packs - 200g, 400g, and 600g, even larger for special occasions, bought
for sharing or as a gift.
 Smaller bars - 100g and chunky bars to share or enjoy as a 'big eat'.
 Snack size – 45gm bars for the lunch box
 Treat size - Small individual bars of 20gm to enjoy as a small treat.

Packaging

Cadbury has used a consistent packing for Dairy Milk over the years with color, label and title
undergoing little or no changes. Cadbury’s world famous packaging is comprised of four key
elements:

 distinctive packaging design

 the Cadbury corporate purple colour
 the glass and a half of full cream milk
 logo - the Cadbury script logo.

These elements are designed to convey to consumers the memorability, distinctiveness and
high quality of Cadbury products. They are communicated on the product itself, and on its
promotional campaigns and at the product’s point of sale. As such they represent an integral part
of the Cadbury brand identity. The style in which these elements are presented has evolved
over the years in line with market tastes and requirements. The blue and white packaging has
come to be associated with quality and reliability. This is one of the reasons that the brand
enjoys high degree of recognition amongst the consumers. This also helps in launching new
variants since they can ride on the brand image of Dairy Milk.

The company faced a major crisis in October 2014 when consumers complained of finding
worms in Dairy Milk bars. In order to rebuild customer confidence the company imported
machinery worth Rs. 150 million and launched the metallic poly-flow packs. These packs have a
2 layer protection so as to ensure that there is no problem of adulteration or product
degradation. Though these packs are costlier by 10-15%, the company did not hike its prices.

31
Labeling and Marking

The label is the printed material that appears on the package. A products label can be strong
selling tool. The label’s illustration and copy should indicate clearly the contents of the product, and
the directions for use. The label contains the brand name and as such it assists in identifying the
brand. The label of Cadburys Dairy Milk has the following information:

 Type of the product

 Producers or processor’s Name and Location.
 Net quantity
 Production Batch Number and Date.
 Price
 Expiry Date

PRICE

Cadbury India has spent time in understanding the Indian consumers. Leveraging its 55 years of
experience in India, the company has customized its products to the Indian markets. It offers
products at affordable price points so as to increase its market penetration.

Cadburys dairy milk has the strategic vision of “One Cadbury in every pocket”. The whole
pricing strategy of Dairy Milk is based on this vision. The company aims at providing the
chocolate at low and affordable price to ensure high market share. Also most of the brands are
priced in the same range and thus it can be inferred that the company follows the competitors
closely in terms of the pricing strategies. The other products in the Dairy Milk category like Fruit
and Nut, Crackle are premium priced because of their superior differentiation.

Also the pricing strategy of Dairy Milk ensures that they have a particular type of chocolate
available for almost every price range.

Dairy Milk is available in the price range of Rs.5 to Rs.60 and the price varies with the pack size.
However, as the pack sizes increase, the price to weight ratio reduces.

The different packets of Dairy Milk that are available at different prices are Rs.5, Rs.10, Rs.16,
Rs.30, Rs.40 and Rs.60. Besides the Dairy Milk desserts were also available at prices in the
range of Rs.10 to 15.

32
On the other hand, the other product lines in Dairy Milk namely ‘Crackle’ and ‘Fruit & Nut’ are
available at prices above Rs.20.

PLACE

Plant Locations

Cadbury’s manufacturing operations started in Mumbai

in 1946, which was subsequently transferred to
Thane. In 1964, Induri Farm at Talegaon, near Pune
was set up with a view to promote modern methods
as well as improve milk yield. In 1981-82, a new
chocolate manufacturing unit was set up at the same
location in Talegaon. The company, way back in
1964, pioneered cocoa farming in
India to reduce dependence on imported cocoa beans.
Cocoa farming is done in Karnataka, Kerala and Tamil Nadu. In 1977, the company also took
steps to promote higher production of milk by setting up a subsidiary Induri Farms Ltd near
Pune. In 1989, the company set up a new plant at Malanpur, MP, to derive benefits available to
the backward area. In 1995, the Malanpur plant was modernized. Cadbury also operates third
party operations at Phalton, Warana and Nashik in Maharashtra.

Distribution

Cadbury’s brands are available in over a million outlets across the country. The distribution network
directly covers almost the entire urban population. The company has invested significantly in
building an extensive network. The company uses Information Technology to improve its
logistics and distribution competitiveness.

Cadbury's distribution network encompasses 2100 distributors and 450,000 retailers. The
company has a total consumer base of over 65mn. Besides use of IT to improve distribution
logistics, Cadbury is also attempting to improve distribution quality. To address the issues of
product stability, it has installed Visi coolers at several outlets. This helps in maintaining
consumption in summer, when sales usually dip due to the fact that the heat affects product
quality.

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Use of Information technology

A Wide Area Network comprising of 31 VSATs across the country connect the branch offices,
factories, depots and the corporate office. This is used for e-mail and accessing SAP/R3, which
is the application package, used across the Cadbury Group. The implementation of SAP gives
them up-to-date information in terms of stocks at factories and depots, sales across the country,
and the financial impact of all the above transactions at any given moment of time.

Innovations

Chocolate and Confectionery purchase being impulse led, demands eye catching, on-the-cash-
counter visibility in as many of these outlets as possible. In order to best meet their dealer's
display and vending needs, Cadbury’s have invested in an array of inputs to the trade like the
following:

 The Sheet Metal Dispenser: This ubiquitous, purple salesperson for Cadbury is found in
almost any shop stocking their chocolates. While being on the cash counter, it's unique
design offers visibility, ease of vending and protection from the elements. Available in
various sizes, it can meet the needs of any outlet. This 'first' from Cadbury, has become
so popular, today it is the standard dispenser design for all chocolate manufacturers.
 Visicoolers & Refrigerators: Come summer, visibility for chocolates drop as they
disappear into the refrigerator. In high throughput outlets, the visicooler with a glass front
not only maintains eye contact with the consumer, but offers perfect chocolates
throughout summer as well.
 Vending machines: First introduced in the country by Cadbury, these impressive coin
operated machines can be seen dispensing chocolates in high traffic areas from the
World Trade Centre at Mumbai to New Delhi railway station. Vending machines have
formed a part of selling products saving on sales person and opening shops.

 Amusement Parks & Tourist places: Cadbury's presence in the premier amusement
parks such as Esselworld and Appu Ghar adds to the magic of chocolates by 'coming
alive' for the consumer. Even Amul can be seen in nearly all the places all over India.
Cadbury has come up with wrapper collection contest. The wrapper of any Cadbury
product had a specific point based on the cost of

34
 the product. Consumer who submitted the wrapper within a specific period of the tome
would get prices on the basis of points received by them for collecting the wrappers.

Cadbury has improved the distribution quality of its products with the installation of refrigerators
at several outlets. This helps in maintaining product quality in summer, when sales usually dip
due to the fact that the heat affects product quality and thereby consumption.

PROMOTION

Since its inception, Cadbury in India has stayed ahead thanks to their constant marketing
initiatives that have at all points in time understood the needs of and opportunities in a changing
nation. Advertising forms an integral part of the promotion methodology used by Cadburys to
promote Dairy Milk. Cadbury has also successfully used other forms of personal communication.

The role of advertising in case of Cadbury’s Dairy Milk is as follows:

 Product Awareness: It is to make the potential customers to know about new products
like CDM deserts being launched in the market. It is not enough to create awareness,
but it is more important to create top of mind (TOM) awareness, so that the customers
whenever think of buying a product, the brand name of CDM should be at the top of the
mind of the customers.
 Persuasion: The buyer needs to be persuaded to buy the products which are done by
the temptation effect created by showing the chocolate in the promotional programmes.
 Reputation: It was of particular importance when the issue of worms had surfaced.
Media statements, website and other forms of communication were used to regain the
reputation.
 Developing Brand Image: Proper advertising communication has also helped CDM to
develop good brand image in the market. Brand image refers to perception of the brand
in the mind of customers.
 Expansion of Markets: Effective advertising is required to stimulate more and more
demand from the buyers and also bring in new buyers. CDM effectively expanded the
target market from kids to adults using proper promotion techniques.

35
Advertisement Campaign

In line with its efforts to position Dairy Milk as a product which can be used as a substitute for
the traditional mithai and for increasing usage occasions the company is currently pursuing the
'Kuch Meetha Ho Jaaye' campaign. This campaign has been extremely successful with the
phrase "Pappu Pass Ho Gaya" becoming a part of street language. The details of the
repositioning of Cadbury Dairy Milk have been discussed in detail in the next section. The
company has roped in superstar Amitabh Bacchan as its brand ambassador because of his
ability to influence the adults.

REPOSITIONING

THE PERFECT EXPRESSION OF PARENTAL LOVE

In the 80’s, Chocolates were perceived as a western concept, more on the indulgent side. It was
seen as a manifestation of parental affection for their children. So from this background came
the earlier ad campaigns in which the parental love angle was used to good effect to break early
ground for the brand to make its presence felt in a rather non-responsive market.

Positioning: Cadbury Dairy Milk(CDM) positioned itself as ‘The perfect expression of parental love’

Marketing Communication: ‘Sometimes a Cadbury can say it better than words’.

But, Cadbury got stuck in a mindset trap, where it was perceived as something meant for the
kids, something which was seen as an indulgent product and something which wasn’t meant for the
adults. With communication consciously addressing kids, consumption also got restricted within
the same segment resulting in brand stagnation.

36
At this stage, what was required was to break free of this trend and establish itself as something
which could be enjoyed by people across age barriers.

Marketing Challenge: To expand the consumer base by making CDM aspirational and
desirable to the adult segment.

KUCH KHAAS HAI ZINDAGI MEIN, KYA SWAAD HAI ZINDAGI KA

Various Surveys conducted at that time revealed that chocolate and especially Cadbury was
associated with joyous and carefree moments, and what was required was to blend these
moments with those in the real life.

It is in this background that in the early 90’s, the “real taste of India” ads were created for Cadbury.
The ad showed a cricket match in action with a boundary required of the last ball to win the
match and for the batsman to get his century. The batsman hits the last ball in the air as the
crowd watches with bated breath, the fielder gets underneath the ball, a young lady in the
galleries prays frantically for him to miss the ball. Much to the delight of the fans and the lady
the balls sails over the boundary rope. As soon as that happens she jumps out on the ground
and starts jiving to the tune kuch khaas hai zindagi mein, kya swaad hai zindagi ka. The ad
launched CDM as a brand for both the kids and the adults, something that could be savored by
people across age barriers. This campaign went on to be awarded 'The Campaign of the
Century', in India at the Abby (Ad Club, Mumbai) awards.

KHANEWALON KO KHANE KA BAHANA CHAHIYE

In 1997, need was to further expand the category. Also with the launch of Kit Kat which was
considered as young, trendy, future, exciting and smart, it had to overcome hurdles at a
competitive level. So the focus shifted towards widening chocolate consumption amongst the
masses. In this stage of growth the brand dealt with popularizing consumption in a social
context, especially in more traditional settings like weddings. Through the 'Khanewalon Ko
Khane Ka Bahana Chahiye' & with the award winning ‘Kuchh khaas hai…’ campaign, Cadbury
built social acceptance for chocolate consumption amongst adults, by showcasing collective and
shared moments. These ads were a major hit with the urban suave crowd but the middle and
the rural masses still remained out of the radar and hence the subsequent indianisation of the
brand.

37
Marketing Challenge – Indianisation of the Brand and to increase width of consumption by
entering the Indian mind-space; Make CDM part of Indian customs and mores; CDM to be the
Real Taste of Everyone's Life.

So, this resulted in the categorization of the consumer into the regular and non-regular which
actually meant two ideas. For the former the message was I will do anything for my CDM while
for the latter the message was you don’t need a special reason to eat one. The former was
targeted with ads, which showed a young man running to the stall while the train is about to
leave, to grab his chocolate. While for the latter it was the fun filled boisterous Cyrus egging
them on to have one with his fun filled dancing moments of charm and verve. These ads helped
in establishing CDM as a popular household name as people started associating with it, across
the big town-small town divide, across age barriers, across income anomalies and across
barriers of cultures.

PAPPU PASS HO GAYA

In India joyous occasions are always celebrated and commemorated with the sharing of sweets.
Cadbury’s experience in India had shown that in order to deepen chocolate penetration in the Indian
market it must multiply the occasions for consumption in order to compete with local sweets.
That marketing vision was what prompted the company to engage megastar Amitabh Bachchan
for the hugely successful commercial ‘Jab Pappu pass ho jaye kuchh meetha ho jaye’ - the
addition of another joyous occasion to be celebrated with CDM. ‘Pappu pas ho gaya’ actually
became a part of street language and contributed in strengthening consumer affinity with the
brand proposition of celebrating joyous occasions with CDM.

38
KUCH MEETHA HO JAYE

Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater to the urge for
'something sweet' after meals. This endeavour gained momentum with the advent of the ‘Kuch
meetha ho jaye’ platform. This helped the brand become more attractive, interesting and
desirable during those special moments when the sweet tooth breaks out into a craving for
satisfaction.

AAJ PEHLI TARIKH HAI

Advertising is turning more towards humaneness with an emotional appeal today. While people
have turned a deaf ear to the advertising mantra of hooking consumers with false promises at
this time of recession, Cadburys has come up with this bold concept with the commercial ‘Aaj
Pehli Tarikh Hai’. Never mind the slowdown and the salary cuts; the payday is always a reason
to celebrate.

This new commercial highlights the celebratory occasion of payday. Though it comes 12 times
in a year, it is definitely an important event in the life of every middle-class Indian. In fact most of
us look forward to this day though we may not be really happy with the package. It’s a brilliant
idea of associating Cadburys Dairy Milk Chocolate with the payday celebration. The ad
conceptualised by Ogilvy India has reached far and wide though its universal appeal and also
by quoting the famous song Aaj Pehli Tarikh Hai, sung by Kishore Kumar for a movie called
Pehli Tarikh

39
 7. ACTION PLAN

Based on our findings from the study I recommend the following measures be taken by Cadbury
India to further strengthen the position of the Dairy Milk brand and the company as a whole.

 In Store Advertising: Since chocolate purchase is still largely impulse based the
company must increase the amount of in-store advertising. It must ensure that its
chocolates are prominently displayed in both neighborhood Kiranas and departmental
stores.
 Packaging to Attract Children: Even though the company is looking to develop the
market and change perception that chocolate is meant for children, it must not
underestimate the pestering power that children hold. In order to attract children at
stores Cadbury must ensure that its chocolates having an attractive packing. The
company could extend its Dairy Milk Wowie range, which has chocolate in the form of
cartoon characters, in order to attract children at stores.
 Low-Calorie Chocolate: The Indian consumer is still not calorie conscious and hence
the company does not need to launch a low calorie variant of Dairy Milk or any other
brand to counter Kitkat Lite. However, with increasing health consciousness this trend is
expected to change, especially in the metros, hence the company must keep a careful
track of this mindset.
 New Variants: Since taste and the type of products are an important factor when
making a purchase decision, Cadbury India must ensure that it has Dairy Milk variants or
different brands itself to cater to the different tastes of the people. A variant which could
be successful in India is mint-chocolate since such chocolates enjoy high popularity
abroad.
 Premium Chocolates: The study showed that brand image is the most important factor
a consumer considers when purchasing chocolates for gifting purposes. With the
liberalization of the economy more and more imported premium chocolates like Ferrero
Rocher are flooding the Indian market. Cadbury India must launch some of its premium
chocolates in India in order to ensure that it does not lose its brand image and does not
start being considered as a low esteem brand. In a price-sensitive market like India such
a move would also help in improving profit margins since a significant premium can be
charged on such products.
 Traditional Packaging for Festivals: As was revealed by the study less than 10% of
the people use chocolates as gifts during festivals. In order to increase the acceptance

40
of chocolates on festive occasions Cadbury must have traditional packaging of its gift
boxes so as to give the seem feel as that of traditional sweets. Meanwhile it must also
continue its focus on developing the market through advertising.

41
 BIBLIOGRAPHY

Sr. NO Name of the Author Title of the book Name of

Publisher

1 John Bradley Cadbury's Purple Reign: The Story behind

Chocolate's Best-Loved Brand

th
2 Philip Kotler Marketing Management 13 Edition Person
Prentice hall

3 Adrian Cadbury The Cadbury Story: A Short History

(Midlands Interest)

Websites:

www.cadburyindia.com

http://en.wikipedia.org/wiki/Cadbury_plc

http://www.cadburyinvestors.com/

http://www.englishteastore.com/cadbury-history.html

http://www.ipfrontline.com/depts/article.asp?id=18568&deptid=7

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