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P R O J E C T R E P O R T
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SUBMITTED BY:
PANDIT R BODKHE
PRN.NO. -07408016233
MBA (2008-10)
ACKNOWLEDGMENT
PANDIT R BODKHE
MBA (MARKETING)
2
TABLE OF CONTENTS
Page No.
ACKNOWLEDGEMENT 1
EXECUTIVE SUMMARY 3
INTRODUCTION 5
COMPANY INFORMATION 10
RESEARCH METHODOLOGY 51
CONCLUSION 65
SUGGESTIONS 67
ANNEXURE 69
- Bibliography
- Questionnaire
3
- Bio-Data
4
EXECUTIVE SUMMARY
5
OBJECTIVE OF THE STUDY
Cadbury Chocolates.
Cadbury.
SWOT analysis.
6
INTRODUCTION
The studies have shown that most of the time chocolate buying is an
impulse action i.e. when one sees the chocolates on the shelf of the
shop so, it is very important for the manufacturer to package them
attractively.
Now days chocolates are positioned as a thing that can be eaten by
each and everyone.
7
We had to gauge the strength and weaknesses of establish players in
the chocolate market. So, we regard top players like ‘Cadbury’s’,
‘Nestle’, ‘Amul’ and some Foreign Chocolates.
Out there in the chocolate market Cadbury has had the market share
of about 71% followed by Nestle at about 23% followed by Amul
4% & about 2% by rest small players.
There were various reasons due to which there was such a large gap
between the market leader and the rest such as: -
a. Cadbury’s main strength is fast reaction is
every time the competitors launch a product
they immediately launch a rival product with
far lower prices like e.g. When Nestle launched
“Kit-Kat” Cadbury’s soon followed with
“Perk” with far lower prices. So as to retain its
market share in which they have succeeded.
b. The other strength, which we feel, is
distribution network. Cadbury’s has a far better
distribution network than Nestle and Amul. Its
chocolates can be found in every nook and
corner of the country where as the competitors
have not been able to do so.
c. Another interesting strength, which we found
out during the market research, was the
packaging strategy, we found out that all.
8
d. Big players especially Cadbury’s keep on
changing the packaging of its chocolates after
every six months. Most of people decide to buy
the chocolate only if they find the packaging
attractive. But there are some weaknesses also
attached with the chocolate industry like we all
know that chocolate as such is a perishable
commodity, so, if there is no proper
maintenance the chocolate can easily perish
due to which the company can run into severe
losses.
As the Indian company economy is coming out of age and per capita
income as well as spending is increasing, there is a lot of opportunity
in the chocolate market. The per person consumption of chocolates
of Indian is very low as well as there are very few, established
players in the market.
HISTORY OF CADBURY
9
Cadbury has been synonymous with chocolate since 1824, when
John Cadbury opened his first shop, establishing a flourishing
dynasty that today provides the world with many of its favourite
brands of chocolate.
10
The founding of the Cadbury business dates back to 1831 when
John Cadbury first made cocoa products on a factory scale in an old
malt house in Crooked Lane, Birmingham.
11
COMPANY INFORMATION
This is the brand that came to India in 1947 - to a nation that was in
its infancy, a market that was ready for the world and a people that
were open to new ideas, new products.
12
second open offer has been made to buyback the balance
shareholding, after which the company would operate as a 100%
subsidiary of Cadbury Schweppes.
Plant locations:
13
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. The parent company
provided cocoa seeds and clonal materials free of cost for the first 8
years of operations. 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, Cadbury
expanded Malanpur plant in a major way. The Malanpur plant has
modernized facilities for Gems, Éclairs, and Perk etc. Cadbury also
operates third party operations at Phalton, Warana and Nashik in
Maharashtra.
BUSINESS:
Cadbury dominates the Indian chocolate market with a 65% market
share. Besides, it has a 10% market share in the organized sugar
confectionery market and a 25% market share in milk/ malted foods
segment.
14
Changing Product Mix.
Contribution to Contribution to
turnover 1994 turnover 2004
Chocolate 59% 65%
Sugar Confectionery 9% 10%
Food Drinks 32% 25%
For more than five decades now, Cadbury has enjoyed leadership
position in the Indian chocolate market to the extent that 'Cadbury’
has become a generic name for chocolate products. Cadbury has
leading brands in all the segments viz bars (Dairy Milk, Crackle,
Temptations), count lines (5 star, Milk Treat), panned confectionery
(Gems) and wafer chocolates (Perk), éclairs (Cadburys' Éclairs),
toffees (English Toffee).
15
Cadbury entered the hard-boiled sugar confectionery market with the
launch of Googly in 1996. In 1997, the company launched a coffee
based sugar confectionery product Mocka. Cadbury has a 4% market
share in the confectionery segment, largely contributed by Éclairs.
Other confectionery brands such as Gollum, Frutus, Nice Cream, etc
launched in the last two years did not receive a good market
response and the company has decided to minimize focus on those
brands. Éclairs was relaunched with unique packaging in cartons
during 2001.Recent global acquisition of Adams; brands like Halls,
Clorets & many other international brands are already a part of
Cadbury.
16
Cadbury’s other products include Cadbury’s Drinking Chocolate and
Cadbury’s Cocoa powder. These account for only 1% of Cadbury’s
turnover. Recently Cadbury has launched Delight .
Distribution
Strategy
17
Earnings sensitivity factors
In early July 2002, Cadbury Dairy Milk carried out a pilot trial of the
Real Chocolate, Real Feelings Scientific Study of 1,000 people,
which produced some fascinating results.
The study showed that on any given day, people who had eaten
Cadbury Dairy Milk that day were significantly happier than those
who had not. The findings also prove that the more routinely you eat
chocolate, the happier you feel: those who ate chocolate every day
were happier than everyone else, and significantly happier than those
who ate no chocolate at all. Those who ate chocolate 'at some time today'
were significantly more likely to be happy than those whose last bite of
chocolate was 'yesterday or before'.
18
Participants in the weeklong study were each assigned to one of three
study groups. 69 per cent of the pilot study group 'A', who had to eat at
least one 49g bar of Cadbury Dairy Milk each day, said they felt 'happy'
when asked to describe their mood. By contrast only 41 per cent of group
'C', who were not allowed to eat any chocolate at all, said they felt
'happy'. People in-group 'B' could choose whether or not to eat chocolate
but even so only 64 per cent of them reported that they were 'happy'.
19
How was the study designed?
The study has been designed by Dr. Dylan Evans a psychologist at the
University of Bath and author of the book Emotion - the science of
sentiment (Oxford University Press, 2001).
He explains "We started with the hypothesis that chocolate has a more
significant influence on people's mood or emotional state than other
foods, based on a popular mythology of chocoholics, chocolate 'highs'
and chocolate cravings. We asked a neuroscientist, Dr. Adrian Owen, of
the MRC Cognition and Brain Sciences Unit, Cambridge, to survey the
relevant scientific literature. The conclusion of this report is that, so far,
neuroscientists have been unable to explain fully chocolate's apparent
mood-enhancing properties.
20
HIEARACHY OF CADBURY INDIA LTD.
Chairperson
Chairman
Vice chairman
Managing director
Director
General Manager
21
SOME CADBURY'S PRODUCT
TEMPTATIONS
Cadbury uses blue background with golden inscription, which adds on to
the visual appeal, the blue is then margined by a contrasting golden wave
line and again a contrasting blue Temptation, which then draws down to
the color of the flavour being represented as well as chocolate flakes and
the flavour, is displayed.
The basic division has been 20% Cadbury brand visibility, 20%
Temptation visibility and the rest for the flavour and impulse appeal.
The back of the packing uses the space for content description,
trademarks and standards pricing dates etc.
The chocolate is wrapped in foil to protect it from moisture and minimize
temperature fluctuation effects.
22
The famous slogan "glass and a half of full cream milk in every
half pound" with the picture of milk pouring into the chocolate bar,
is one of the all-time greats of British advertising.
The first two additions to the Cadbury Mega brand family were Fruit
& Nut in 1928 followed by WholeNut in 1933. The family has since
been extended and there are now 10 varieties of Cadbury Dairy Milk
bars in the range. You can see more details by clicking on the links
at the left hand side of this page.
In addition to Cadbury Dairy Milk, Fruit & Nut and WholeNut are
two of the best-loved varieties of the Cadbury Mega brand.
Australia, for example, offers 23 varieties including Snack,
Caramello and Breakaway.
BYTES
Bytes is the first foray of Cadbury into the rapidly growing Bagged
Snack Category of Snacking. Largely dominated by Salted products,
the lead brands in this category includes Lays, Cheetos, Kurkure,
Picnic, Uncle Chips, Peppy etc. In this arena of salted products,
Bytes positions itself as a unique offering of wafer biscuits filled
with chocolate.
23
Target Audience
Teenagers 13-19 yrs in the SEC A/B/C Classes and Children 8-12
yrs old in the SEC A/B/C Class
Product Offering
The basic product offering is baked wafers that are filled with
Cadbury Choc cream. The manufacturing process involves making
of the wafer, preparation of rolls of the wafer filled with the cream,
and then making pillows from these rolls. The wafers thus formed
are filled into polybags and in order to keep the product fresh and
crisp, the bags are flushed with nitrogen gas.
24
THE CADBURY FAMILY OF BRANDS
In the chocolate market the Cadbury brand has in excess of fifty per
cent market share, selling 10 of the top 20 selling chocolate singles.
Singles are individual bars sold over the counter.
Research data shows that the Cadbury brand equity is highly
differentiated from other brands with consumers. Brand equity is the
value consumer loyalty brings to a brand, and reflects the likelihood
that a consumer will repeat purchase. This is a major source of
competitive advantage. The Cadbury umbrella brand has endured in
a highly competitive market, and has established the link, in the
mind of the consumer, that Cadbury equals chocolate. An umbrella
brand is a parent brand that appears on a number of products that
may each have separate brand images. The Cadbury umbrella brand
image consists of four icons namely the Cadbury script, the glass
and a half, dark purple colour and the swirling chocolate image.
These elements create a visual identity for Cadbury that
communicates the ultimate in chocolate pleasure. Consumer research
is conducted regularly so managers can learn more about how the
market perceives the brand. This research has confirmed that the
swirling chocolate and ‘glass and a half’ are powerful images. Both
clearly portray a desire for chocolate while the half full glass
suggests core values of goodness and quality.
25
The product brand
26
IDENTIFYING BRAND VALUES
27
Cadburys has identified these brand values and adjusts its
advertising strategies to reflect these values in different markets. Its
strategy can vary from increasing brand awareness, educating
potential customers about a new product, increasing seasonal
purchases, or as is currently the case in the ‘Choose Cadbury’
campaign to highlight the positive emotional value of the brand.
After identifying brand values the marketing manager must match
these to the specific market. For this reason it is important to identify
possible segments that have specific needs, and to highlight
appropriate brand values that will promote the brand in that market.
28
CONSUMPTION & CONSUMER
29
New Products Reflecting Consumer Lifestyles
New product development has played a key role in developing
markets as brands strive to offer something to a consumer that is
truly different. We take a crumbly flake texture or honeycomb for
granted but, when introduced, they were remarkably innovative.
Changing lifestyle patterns; eating on the go, and impulse snacking
has and continues to play a pivotal role in the confectionery market.
Continued snacking or ‘grazing’ has replaced traditional mealtimes
For many people.
The Cadbury product range addresses the needs of each and every
consumer, from childhood to maturity, from impulse purchase to
family treats. For example an analysis of the ‘gift’ sector highlights
the importance of developing innovative products to address specific
markets. Cadbury designs products to coincide with Christmas,
Easter, Valentine’s, Mother’s and Father’s Day and other calendar
landmarks. Cadbury use marketing strategies such as the ‘Choose
Cadbury’ strategy to encourage a link between chocolate and these
events ensuring there is a Cadbury chocolate product suitable and
available for every occasion.
30
Why Advertising is Used to Promote a Brand
The confectionery market is full of brands that need to fight for our
attention. The role of advertising is to keep a brand in the mind of
the consumer. We are constantly presented with countless brand
images and messages on a daily basis. During the lifetime of a
brand, companies will develop marketing strategies that
communicate brand identity and core values to gain our attention. In
order to keep its product competitive and contemporary, these
messages need to change over time.
Cadbury provides one of the most successful examples of how an
advertising message can be modified from one campaign to the next
to attribute new values to a brand giving consumers more reasons to
buy Cadburys. Healthy brand equity or brand strength is critical in
an impulse-driven, competitive market. Advertising plays a key role
31
in maintaining this strength. Cadbury employs all types of
advertising from the Internet to posters, from TV, radio and cinema
to print media. This same creative message is then communicated
through point of sale, merchandising, package design and public
relations.
32
It is a campaign that perfectly illustrates how a brand can evolve and
how different messages can be communicated without losing the
core strength and brand values that are already established.
The classic icons have played a major role in establishing the look
and feel of how Cadbury’s advertisements should look through
successive campaigns. These keys ‘look and feel’ icons were heavily
researched to ensure that the messages they impart are always
relevant to the Cadbury consumer. In depth customer research is
conducted to ‘test’ these messages. Research results confirmed that
colour recognition of dark purple is strongly associated with
Cadbury. Its logo is readily recognized and scores a ninety six per
cent recognition level alongside other global brands such as Coca
Cola and McDonalds. The glass and a half symbol, which plays a
key role in the current ‘Choose Cadbury’ strategy, continues to
communicate the quality and superior taste of Cadbury’s chocolate.
33
one Cadbury can deliver on optimism, happiness and a feel-good
factor. If a brand can do all this, the decision to purchase this brand
over all other chocolate brands seems to be logical and inevitable.
34
Advertising dilemmas
35
reach a high proportion of potential customers it will need to place
its advertisement with several TV channels. This is expensive.
Constructive thinking
36
• The company has 'a place where chocolate is made' - Cadbury
World - that is a huge attraction to thousands of visitors each
year. It is an asset that can be further developed. Out of this
line of thinking came a new Cadbury creation: Cadbury
LAND.
PROMOTIONAL STRATEGY
37
scene the girl finally gives up and the boy hugs her and the lovers
unite for a romantic retreat. The camera immediately zooms to a
close-up of the 5 Star with its striking new package.
38
COMPETITIVE ANALYSIS
Indian chocolate has three major market players Cadbury India LTD.
dominating the market by capturing 71% of the markets share,
followed by Nestle having 23% of markets share, Amul having a
niche market of 4% and remaining 1% was other markets.
Cadbury India ltd face the tough competition from Nestle however
when viewed in light of the historical growth rates in earnings,
Cadbury India appears to posses a superior track record. Over the
past three years to 2000, Cadbury India has definitely outpaced
Nestle India, both in profit and sales growth.
If one goes entirely by the track record of the past three years,
Cadbury would deserve a better share than Nestle. However, the
question is one of whether Cadbury will be in a position to sustain
its impressive growth rates of past three years.
39
MARKETING OF CADBURY BRAND
PRODUCT
PACKAGING
During the Market Research I found out that the packaging is also
one of important reason buyers consider before the buy chocolates. I
found out that all the big players keep on changing there packaging
after every six month or they change it according to festivals and
other different occasions. This is due to the fact that most of the
chocolates buying decisions are impulse momentary decision when
one sees a chocolate in a shop then he makes an on the spot decision
to buy or not to buy. Most of the people decide to buy the chocolate
only if they find the packaging attractive. So, what the companies
benefit the most by changing the packaging every 6-month is that,
the chocolate doesn’t go stale. It always looks like a new product.
40
Like in case of Celebration only after seeing the packaging of
chocolate buyers feel tempted to buy it.
PRICE
2. PERK Rs. 10
4. CHOCKI Rs10
5. GEMS Rs. 5
6. BYTES Rs. 10
DECK DEDECK
7. TEMPTATION Rs. 35
41
PROMOTION
ADVERTISING
Temptation Story Board -1
... But there's no one on the line. She walks back and
Her eyes wander to the pack of nonchalantly
chocolates. Announces that it was Usha
Auntie’s call. Perplexed the
Husband...
42
... goes back to the phone, only to Cadbury Celebrations.
find another pack of chocolates for
him.
Cut to the other side of the room, ...Confronts she finds some
43
she is seen enjoying her bar of chocolate smeared across his
Cadbury Temptations. As he cheek as well. Both get caught
sneaks up from behind and. at their own game.
44
calls out after finishing her finds
chocolate bar his bar of Cadbury Temptations.
SALES PROMOTION
I. Diwali Promotion
45
With purchase of Rs 5000 or more worth of Cadbury Chocolates and
a minimum of 40% of this as Temptations the distributor can claim
an additional 2%.
PLACE
Range of Chocolate can be bought from almost anywhere,
Cadbury’s has placed the chocolates through its huge all India
network of Distributor & Retailers apart from that the range can be
bought on line from a number of websites including its own.
46
PURCHASE DECISION BEHAVIOUR
iii.) Influencer
47
i.) Predetermined decision:
Some people eat chocolates because they find it a show off kind of a
thing for eating expensive chocolates, although these people are few
in numbers but cannot be neglected.
48
Some people eat chocolates only because they like it and for no
other reason at all; brand loyalty is the strongest among these types
of buyers.
Like Mr.D.K.Sharma, a retired old man eats only 5 Star and very
often because he likes it. He says he is addicted to it and can eat it
anytime anywhere; he does not eat any other chocolate.
This case is very well identifiable with the self actualization needs in
the Meslow’s theory of motivation.
c.) Lifestyle and Social class: Lifestyle and social class also play a
very important role in a buyer’s decision to buy a particular
chocolate. This is where positioning becomes a very important issue.
49
A buyer is going to buy a given chocolate in a given price range only
when he has that much money to spend (disposable money) or that
his income is so much that he can justify the purchase.
1.Visibility
2.Packaging
3.Price
50
2. Packaging: Packaging is very critical to a particular brand’s
success or failure. The packaging, the brand name, the logo etc.
assist in the visibility of the product, makes it stand out against the
competition. Most of the buyers that underwent the perception test
attributed their decision to purchase a particular product to the
packaging. The importance that the companies have been giving to
the packaging of their chocolates is the strongest evidence to this
point.
iii.)Influencers:
51
1.Personal Influencers: The personal influencers can be classified
into two categories.
Point of Purchase
Decision
Personal
Influence
Non-Personal
52
RESEARCH METHODOLOGY
of the survey.
53
2. It indicates the present, future trend of Industry and point out
Objective of Study
Scope:
Data Collection:
54
The data collection method for this research work is from primary
questionnaire.
Type of Data
1) Primary
2) Secondary
• Interview method
• Observation method
• Questionnaire method
55
Secondary Source: The source of information already gathered for
because of low cost, free from the bias of other interviewer and
respondent.
this method I want to the retailers, personally and asked them to fill
the questionnaire.
1. Low Cost
56
2. It is free from the bias of the interviewer because answers are
representative.
57
BRIEF REVIEW OF RESEARCH METHODOLOGY
SAMPLING PLAN:
Questionnaire)
choice questions
58
FINDING AND ANALYSIS
1. Interview
This study was conducted to find out why people buy a particular
(Cadbury) Chocolate. The people undergoing the test were divided
into 7 categories.
1. School Students
2. College Students
5. Housewives
6. Elderly
7. Businessmen
59
PIE CHART SHOWING PERCENTAGE SHARE OF
CADBUY'S PRODUCT
29%
44%
12%
7% 8%
80
70
60
EXCELLENT
50
GOOD
40
BAD
30 NEUTRAL
20
10
0
CADBURY
60
BAR GRAPH SHOWING BRANDS OF CHOCOLATE
CONSUMERS LIKE MOST.
90
80
70
60
50
40
30
20
10
0
CADBURY NESTLE AMUL OTHERS
Series1
4% 2%
23%
71%
61
BAR GRAPH SHOWING SATISFACTION LEVEL OF
CONSUMERS WITH REGARD TO QUALITY
90
80
70
60
50
Series1
40
30
20
10
0
CADBURY NESTLE AMUL OTHERS
90
80
70
60
50
40
30
20
10
0
CADBURY NESTLE AMUL OTHERS
HIGH REASONABLE
62
GRAPH SHOWING DIFFERENT FACTORS AFFECTING
PURCHASE BEHAVIOR OF CONSUMERS
100% 90%
80%
80% 75%
70%
60%
40%
20%
0%
TASTE PRICE QUALITY AVALIBILITY
RESPONSE
100
95
90
85
80
75
CADBURY NESTLE AMUL OTHERS
YES NO
63
GRAPH SHOWING AVALIABILITY OF DIFFERENT
BRAND OF CHOCOLATE TO CONSUMERS
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
CADBURY NESTLE AMUL OTHERS
100% 95%
90% 85%
80%
80%
70% 65%
60%
50%
40%
30%
20%
10%
0%
CADBURY NESTLE AMUL OTHERS
Series1
64
SWOT ANALYSIS OF CADBURY INDIA LTD.
STRENGTHS:
WEAKNESS:
Perishable in nature.
With regard to price
With regard to price.
Proper storage required.
65
Many competitor, so extensive sales promotion technique required.
Cultural barriers.
OPPORTUNITIES:
THREATS:
66
CONCLUSION
Cadbury has an excellent taste, quality & packaging and its future
path is very bright. Cadbury chocolate is easily available to
consumers and it has maximum market share in chocolate business.
67
LIMITATIONS
The project had scope for future research, which was beyond my
Some were biased towards their brand, which might not be giving
Some times even if the retailers were not using Cadbury but he
68
SUGGESSTIONS
From the study it has been found that majority of the people does
not have any brand preference. The company should establish
brand image in chocolate with the help of advertisement & better
service to the customers.
Cadbury can also introduce 'Buy two get one' like offers in order
to gain market share.
69
The company needs to focus heavily on advertising. It can be
-Shirts, wall clock with symbols of all the brands of the company.
competitors.
70
ANNEXURE
BIBLIOGRAPHY
Website:
2. Indiainfoline.com.
3. Google.com.
News Paper:
Magazines:
2. Business India.
Journals:
71
QUESTIONNAIRE
Name:
Area/Location:
Address:
Contact No.:
72
9. Which brands of chocolate do you like most?
(a) Cadbury (b) Nestle
(c) Amul (d) Others
13.If the price of another brand of Chocolate were reduced would you
shift your brand?
(a) Yes (b) No
Thanking You
Date: _________ ( )
Signature
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CERTIFICATE
74
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