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SUBMITTED TOWARDS THE PARTIAL FULFILMENT OF POST GRADUATE DIPLOMA IN MANAGEMANET ACADEMIC SESSION 2011-13
Submitted to
DR.S.K. DUBEY FACULTY IMS GHAZIABAD
Submitted by
SURBHI SHARMA BM011225 SWATI BANSAL VINAV JAIN BM 011227
BM011244 BM011263
SONAM CHAWLA
DECLARATION
This is to certify that We, SwatiBansal, Surbhi Sharma, Vinav Jain and SonamChawla student of Post Graduate Diploma in Management (PGDM) 3rd Trimester, have personally worked on the report titled Manufacturing Process Of Cadbury Chocolates under the guidance of Dr. S.K. DUBEY. Data obtained from Internet and bookshave been duly acknowledged. We, hereby affirm that the work has been done by us in all its aspects and results reported in this study are genuine and true to best of our knowledge.
ACKNOWLEDGEMENT
The successful completion of any work would be always incomplete unless wemention the valuable cooperation and assistance of those people who were a source of constant guidance and encouragement; they served as bacon light and crowned our efforts with success. We would sincerely like to thank our project guide MR. S.K. DUBEYfor enabling us to successfully carry out the project work through his constant guidance, endless support and continuous involvement in the project. It was really worthwhile to receive help from MR.S.K. DUBEY, who in person was always present to help us out anytime we felt his need. Without his constant support this project would not have been acknowledged as it is now. Finally, we owe a great deal of sincere thanks to the faculty members who have been of great support from time to time along with our friends, who kept encouraging us all along.
TABLE OF CONTENT
S.NO
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TOPIC
CADBURYS BUSINESS IN INDIA INTRODUCTION MANUFACTURING AT CADBURY PRIMARY PROCESSING SECONDARY PROCESSING
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LEGAL ISSUES QUALITY CONTROL TECHNOLOGY PRODUCT DEVELOPMENT PRODUCT DEVELOPMENT PROCESS
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INTRODUCTION
MANUFACTURING
Companies use three main manufacturing methods: Job production, to make one-off products. This method is used if a customer orders a product be made to his or her own specifications as a special job, e.g. a made-to-measure wedding dress. Batch production, to make fixed quantities of products in batches. This method is used if a range of similar products is being made (e.g. different flavours of ice-cream) or if the size of the market for a product is unclear. Machinery might be set to make one type of product (e.g. strawberry icecream) and is then reset to make another similar product (e.g. vanilla icecream). Flow production, to make large numbers of identical products for which there is a mass market (e.g. computers or cars). The product moves continually along a production line, being assembled in bulk, with one part of the product being added at each stage.
Cadbury uses flow production to make hundreds of thousands of the same product with machinery moving each one along a production line. Cadbury also uses batch production some machines are set to make different products at different times.
Manufacturing At Cadbury
There are two stages in manufacturing food products:
Primary processing converting raw materials into "food commodities" or ingredients (at Cadbury, growing, harvesting and processing cocoa beans to make cocoa mass). Secondary processing processing ingredients to make food products (at Cadbury, processing cocoa mass to make chocolate products).
Primary processing is the same for milk and dark chocolate, but secondary processing is a bit different. The recipes have been developed over the years.
Chocolate-makers (Chocolatiers) use their skills to create well-balanced recipes that consumers like.
Aerial photo of Bournville Bournville, the home of Cadbury, is the largest of several processing and production sites across the UK almost 3,000 people work at the 60-acre site. Each week Bournville alone produces more than 1,800 tonnes of chocolate or 1.6 million bars of different sizes. Every day of the week it produces 50 million chocolates such as Cadbury Dairy Milk and over one million Cadbury Creme Eggs.
chocolate-coloured liquid called cocoa mass or liquor, which is rich in cocoa butter. This is one of the main ingredients of all chocolate products.
'Theobroma Cacao' The Cocoa Tree In the 18th century the Swedish botanist, Carolus Linnaeus, renamed the cocoa tree giving it the Greek name Theobroma Cacao, now its official botanical name, which literally means 'food of the Gods'. Cocoa trees resemble English apple trees. They grow best under the canopy of tropical rainforests, seldom reaching more than 7.5 metres (25 feet) high. To flourish they need to be shaded from direct sun and wind, particularly in the early growth stages. The cocoa tree has broad, dark leaves about 25cm long and pale-coloured flowers from which bean pods grow. A native of the central and South American rainforests, cocoa trees are now cultivated in many tropical locations around the world. Two methods are generally used to establish cocoa tree plantations. Young trees are interspersed with new permanent or temporary shade trees such as coconut, plantains and bananas, following the clear-felling of the forest. In large Asian plantations, cocoa trees and coconut trees are planted together and both crops are harvested commercially. Alternatively, forest trees are thinned out and the cocoa trees are planted between established trees. Cocoa trees begin to bear fruit when they are three to four years old. They produce pink and white flowers throughout the year, growing in abundance after before the rain starts. However the pods grow straight out of the trunk and the main branches, which is most unusual. Only a small proportion of the flowers develop into fruit over a period of about five months. The trees are carefully pruned so that pods can be more easily harvested. Each tree yields 20-30 pods per year. It takes the whole year's crop from one tree to make 450gms of Chocolate.
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Drying and bagging When fermentation is complete, the wet mass of beans is dried, either traditionally by being spread in the sun on mats or using special drying equipment. The cured beans are packed into sacks for transportation to Singapore, where Cadbury processes the beans. After quality inspection they are shipped to the Cadbury processing factory in Singapore, which produces the basic ingredients from which Cadbury chocolate products are made. On arrival at the factory, the cocoa beans are sorted and cleaned. Winnowing The dried beans are cracked and a stream of air separates the shell from the nib, the small pieces used to make chocolate. Roasting The nibs are roasted in special ovens at temperatures between 105-120 degrees Celsius. The actual roasting time depends on whether the end use is for cocoa or chocolate. During roasting, the cocoa nibs darken to a rich, brown colour and acquire their characteristic chocolate flavour and aroma. This flavour however, actually starts to develop during fermentation. Grinding The roasted nibs are ground in stone mills until the friction and heat of the milling reduces them to a thick chocolate-coloured liquid, known as 'mass.' It contains 5358% cocoa butter and solidifies on cooling. This is the basis of all chocolate and cocoa products. Pressing The cocoa mass is pressed in powerful machines to extract the cocoa butter, vital to making chocolate. The solid blocks of compressed cocoa remaining after extraction (presscake) are pulverised into a fine powder to produce a high-grade cocoa powder for use as a beverage or in cooking. The cocoa mass, cocoa butter and cocoa powder are then quality inspected and shipped to Cadbury factories in Australia and New Zealand, ready to be made into chocolate.
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Secondary Processing
After primary processing, secondary processing takes place. Different secondary processing is needed to make different chocolate products. The following secondary processing stages take place to make cocoa powder and drinking chocolate: 1. Removal of about half the cocoa butter from the cocoa mass in heavy-duty presses leaving a solid block of cocoa (the cocoa butter that is removed is not wasted it can be used to make chocolate) 2. Pulverisation of the solid block of cocoa remaining into a fine, high-grade cocoa powder 3. Addition of sugar and natural flavourings to make drinking chocolate 4. Addition of malt extract to make malted drinks such as Bournvita
The following secondary processing stages take place to make dark chocolate: 1. 2. 3. 4. Addition of sugar and cocoa butter to cocoa mass to make a paste Drying of the paste Grinding of the paste with cocoa butter Special mixing and cooling finishing processes (conching and tempering ) take place, developed to reduce the thickness of the liquid and make sure that the fat settles in a particular way to make sure the chocolate has a glossy, smooth texture and appearance 5. Liquid chocolate is poured into bar shaped moulds, shaken and cooled before continuing along the production line to high-speed wrapping plants.
The following secondary processing stages take place to make milk chocolate: 1. Transportation of cocoa mass to Marlbrook, the milk processing factory
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2. Cocoa mass mixed with liquid full cream milk and sugar, condensed to a rich, creamy liquid, and dried to produce chocolate crumb 3. Transportation of chocolate crumb to Bournville 4. Grinding of the chocolate crumb with blended with cocoa butter and flavourings. 5. Special mixing and cooling finishing processes (conching and tempering ) take place, developed to reduce the thickness of the liquid and make sure that the fat settles in a particular way so the chocolate has a glossy, smooth texture and appearance 6. Liquid chocolate is poured into bar shaped moulds, shaken and cooled before continuing along the production line to high-speed wrapping plants.
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Asia In Asia, public and private plantations have been developed as well as small farms. Malaysia and Indonesia, where the cocoa is a relatively new crop, are becoming increasingly important growing areas.
Processing chocolate
Cocoa pods split open using wooden mallets to extract beans
Ingredients
Production starts at the Singapore cocoa factory where the top quality cocoa beans are processed to produce the cocoa mass - which contains 53% cocoa and cocoa butter - the basis for all chocolate products. When chocolate is made, the 'mass' goes straight to the Cadbury factories in Victoria or Tasmania. Fresh full cream milk is collected and condensed and transported to the factories. Sugar is added to the condensed milk with some of the cocoa mass, making a rich creamy chocolate liquid, which is then evaporated to make milk chocolate crumb. As these ingredients are cooked together, the special rich creamy taste of Cadbury chocolate is produced. Each year, 22,000 tonnes of crumb is produced at Claremont to be made into chocolate. On arrival at the chocolate factory, the crumb is passed through a pin mill and mixed with cocoa liquor and cocoa butter, as well as special chocolate flavouring. The amount of emulsifiers added depends on the consistency of the chocolate required. Thick chocolate is needed for moulded blocks, while a thinner consistency is used for assortments and covering bars. Both milk and dark chocolate undergo the same final special production stages refining, conching and tempering - which produce the famous smoothness, gloss and snap of Cadbury chocolate.
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Conching involves mixing and beating the semi-liquid mixture to develop the flavour, removing unwanted volatile flavours and reducing the viscosity and particle size. Tempering is the final crucial and complex stage which involves mixing and cooling the liquid chocolate under carefully controlled conditions to ensure that the fat in the chocolate crystallises in its most stable form. Highly sophisticated machinery has been developed for this process, which is one of the skills of the chocolatier. Tempered chocolate is used in a number of ways to produce Cadbury's famous brands. Blocks of solid chocolate, including bars with added ingredients such as nuts and raisins, are known in the industry as 'moulded' products. Tempered chocolate is poured into bar-shaped moulds, shaken and cooled, then the moulded blocks continue to high speed wrapping plants. One of Cadbury's most recentlycommissioned plants will potentially produce 700 blocks per minute.
Chocolate blocks
Cadbury Dairy Milk, Australia's favouritemoulded chocolate block is available in a wide range sizes to suit all ages and occasions. Dairy Milk is also the main ingredient of other Cadbury favourites such as Hazelnut and Fruit & Nut. Moulded blocks come in different sizes Large blocks - 250g and 350g, with even larger blocks for special occasions bought for sharing or as a gift. Small blocks - 100g and 50g bars to share Snack and Treat size - small individual bars to enjoy as a small treat, including portion controlled bars (99 Kcals).
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Different Products
Once Cadbury chocolate has been produced, it is used to manufacture a wide variety of products. The chocolate and any additional ingredients are pumped from holding tanks to different production lines.
Countlines At Cadbury, individually-wrapped, chocolate-covered bars, such as the Cadbury Crunchie, Boost, Time Out or Double Decker, are called countlines because they are sold by numbers rather than by weight. Countlines tend to be eaten as a treat. These products are made by the enrobing method, where the centres pass on a continuous belt beneath a curtain of liquid chocolate. Moulded bars Moulded bars are made by pouring liquid chocolate into bar-shaped moulds, for example the Cadbury Dairy Milk range. They may have added ingredients, such as nuts, raisins or biscuit pieces, and they come in different sizes. Products like the Cadbury Caramel are made by setting a layer of chocolate in moulds, adding the filling and sealing the base of the bar with a layer of chocolate.
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Assortments Assortments are boxes of chocolates with a variety of different centres, such as Cadbury Milk Tray, Heroes or Roses, which are bought as gifts or for sharing. These are either made by enrobing or shelling. During shelling, liquid chocolate is deposited into a mould to form a shell. The centre is then put inside the shell, which is sealed.
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LEGAL ISSUES
UK food labelling laws are very specific about what can and cannot be called chocolate. Chocolate is any product made from cocoa nibs, cocoa mass, cocoa, fat-reduced cocoa or any combination of two or more of these ingredients, with or without extracted cocoa butter and sucrose. Dark Chocolate must not contain less than 35% total dry cocoa solids, of which at least 14% must be dry non-fat cocoa solids. Milk chocolate must either be:
20:20, with a minimum of 20% dry cocoa solids (of which 2.5% non-fat cocoa solids) and a minimum of 20% milk solids (minimum 5% milk fat). Dairy Milk is this type of milk chocolate 14:25, with a minimum of 25% dry cocoa solids (of which 2.5% non-fat cocoa solids) and a minimum of 14% milk solids (minimum 3.5% milk fat). This type of milk chocolate can be called "European or coating chocolate".
The Food Standards Agency is responsible for checking that the law is upheld on the safety of materials that come into contact with food (e.g. food processing machinery and packaging) and food labelling. Labels must contain certain information, e.g. the products name, the companys name, a list of ingredients, special storage instructions). Companies have to make sure they know what the law is and that they conform to it.
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QUALITY CONTROL
Food manufacturers use a system called Hazard Analysis Critical Control Points (HACCP). This helps to identify what could go wrong in the production process (e.g. biological, physical and chemical hazards), and to put in place strict quality control checks called critical control points (CCPs) at key production stages that make sure that the product is safe. Other checks might not be to do with safety, but are put in place to make sure that the product always has exactly the same appearance, taste, aroma and texture. Quality control checks might include visual, weight, temperature, microbiological, pH, chemical and metal checks, as well as organoleptic checks (sampling the final product to check its flavour, aroma and texture). Cadburys plants operate 24 hours a day, producing products to the highest standards of quality control. The Cadbury Dairy Milk Bubbly plant, for example, produced bars with such precision that the tiny air bubbles in the chocolate were within 0.20.3 mm of each other. Factors such as temperature are monitored at about 1,000 points in the plant, feeding information to central computers, which can deal with 360,000 instructions a minute.
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TECHNOLOGY
Before the introduction of computer control, manufacture involved a series of operations individually supervised at separate control points. Now, many processes on the production line can be undertaken by machinery, supervised by one person from a control room full of computer screens. This is called Computer-Aided Manufacturing (CAM). CAM systems allow faster, more flexible manufacturing. The use of computers to perform fast, accurate, repeatable production processes reduces the possibility of human error and helps make sure that the product is always exactly the same. Companies can use computerised scales, boiling vats, date-stamping machines, deck ovens, centrifuge machines (to separate liquids from solids), depositors (to put an exact amount of food into several containers at once), mandolines (to cut food into equal portions), bench or floor-standing mixers (to mix exact quantities of ingredients). Cadbury uses specialised machinery from both Britain and abroad. Many of the machines have been produced to Cadbury's design and specification.
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PRODUCT DEVELOPMENT
a completely new product e.g. Cadbury Creme Egg Twisted bar launched in 2008 developed by taking the gooey fondant fun of Creme Egg inside a bar of thick milk chocolate, available all year round. an extension to an existing range (brand development) e.g. the extension of the Cadbury Buttons range with the launch of White Cadbury Buttons, Giant Cadbury Buttons and Cadbury Caramel Nibbles. a re-launch of an existing product analysing which aspects of a product are working and which could be improved and reformulating, repositioning or re-presenting it in different packaging or sizing, e.g. when the Cadbury Dairy Milk range was all brought under one brand in 2002.
changes in consumer lifestyle consumer attitudes, purchasing habits, tastes and preferences change over time to maintain or provide a fresh approach to a brand all products have a product life cycle and need to be reviewed regularly with a view to revitalising or refreshing them to stimulate interest in a brand to engage new consumers and retain loyal ones.
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competitor shopping techniques such as attribute analysis, mind-mapping and SCAMPER, consumer insight studies (consumer digging) from different departments (e.g. Marketing, Sales, Technical Development or Market Research).
The Marketing team works with the Science & Technology (S&T) team and a design agency to develop ideas using brainstorming workshops and focus groups to get consumer feedback. The ideas are narrowed down and a product brief is produced and passed on to the S&T team.
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Which is more important to you low fat or low sugar? What would you want from a reduced-calorie product? Whats your favourite reduced-calorie product? Which would you not buy? What do you see as the benefits of these ideas? What are the Unique Selling Points (USPs) of these ideas?
A proposal is then put to the Business team. A typical proposal might be to develop a small, high-energy chocolate bar for people on the go. The decision whether to take the product forward will be based on the market research and how the team feels that the product will fit into the companys commercial strategy. Time is spent looking at existing products and at consumer trends in order to learn what is currently popular, desirable and fashionable, what is successful and what is not. If they accept the proposal, a product development team is set up to take the project forward.
Which ideas are worth further development? What are the winning attributes of the products? Is there anything about the new products that doesn't work? What comes nearest to filling the gap in the market? Do the prototypes meet your expectations?
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Consumers undertake sensory analysis, providing feedback on flavour, texture, shape, number and weight.This process narrows down a broad range of ideas to a smaller number of more refined ideas to go through to the next stage when supply decisions (how the product should be manufactured) will be made.
are ingredients easily available at the right price (sourcing andprocurement)? can existing machinery be used to make the product or is new machinery needed? is the product safe and legal? HACCP (Hazard Analysis and Critical Control Points) is the products shelf-life retained at different temperatures? is the eating quality the same throughout the products shelf-life? is the packaging attractive and informative and is it in line with product targeting in the market place? does the packaging provide suitable protection during transportation?
Marketing development also takes place. An appropriate product name is chosen and registered. Careful checking is needed to make sure the name is unique and suitable for international use it must not mean something inappropriate in another language or culture.
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when and where it will be launched how it will be promoted and displayed the final price.
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protect the product from physical damage or deterioration (e.g. due to high or low humidity, foreign odours, the effects of temperature changes or changes to the product itself which can be caused by oxidation or moisture gain or loss) contain the product to avoid loss through breakage or theft display the product good graphic design and shape is important sell the product by attracting customers to buy it, and by being attractive and easy enough to use so they will buy it again be economical so that consumers feel that their purchase represents good value for money
Packaging can communicate the companys corporate identity to the customer, helping to position it in the customers mind, and set it apart from the competition.
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Firstly, the whole team assesses the products packaging needs Ideas are also thoroughly tested to make sure that they can be made using Cadburys machinery and that they will stand up to handling and distribution Designs are fine-tuned until the packaging meets all the requirements The material specifications are agreed with the chosen suppliers The factory quality control department ensures that quality levels can be met.
Technical Development
It is important that the design and development teams keep up to date with all the latest developments in technology. Developments in technology can make it possible to create innovative products or packaging. New materials and finishes present new design opportunities and possibilities. Fairly recent innovations include new plastics, metalised films, ultraviolet and infra-red dried printing inks. Computer Aided Design (CAD) tools are used to produce designs. CAD software can be used to create accurate 3D designs which can be viewed from any angle. It can be used to create an image of how a product might look on the shop shelf to see how well it will stand out.
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Packaging Material
chocolate is very sensitive totaint (it picks up other flavours and odours easily) the packaging comes into direct contact with the product and so must be safe many chocolate products can pick up moisture and become sticky others lose moisture, dry out and become tough wherever possible the materials must be recyclable
Paper is used for labels, wrappers, liners and in laminates. Paper may be finished with grease resistant, wax, plastic film or emulsion treatments Board is used to make boxes as it is stiff and can be coated, laminated, treated and printed to change and improve the way it looks Traditional plastics Bioplastics (cornstarch)
When packaging is being designed, production techniques must be taken into consideration. Modern high-speed packaging lines can work to very specific requirements.
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Packaging Styles
1905
1930s The original parcel or envelope-style Cadbury Dairy Milk packaging was replaced by the foil and band style of packaging.
1960s A vertical (portrait) label was developed in response to shopkeepers who were displaying products vertically to enable more chocolate to be displayed on their shelves.
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1970s There was a return to horizontal (landscape) packaging and the famous glass and a half of full cream milk symbol was incorporated into the design.
1990s Flow-wrap packaging was introduced. The wrap is filed around the chocolate automatically, sealed on the back and then the ends are crimp-sealed together. This produces a packaging as close as possible to a fully sealed bar. This has improved efficiency and reduced the packaging materials used.
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Mechanisms
Like any other machinery, industrial machinery is essentially a set of mechanisms. These may be simple or very sophisticated, but at heart they are a combination of gears, belt and chain systems and linkages. Generally, mechanical systems are powered by rotary or linear electric motors or solenoids, which in turn are controlled by an electronic control system.
Belt and chain systems use a belt stretched between two pulleys or a chain stretched between two cogs, so that when one pulley turns, the belt turns the second one. Belt and chain systems are used extensively in the Cadbury factory to move the chocolate products between the various manufacturing stages. Gears are made of toothed wheels that mesh together so that the turning of one gear wheel turns the next. By choosing gears with different shapes and different numbers of teeth, the mechanism can be used to control the rotation speed and direction as well as the turning force.
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In the Cadbury production lines, gear systems transfer force from the drive motors to the belts, at the same time reducing the speed of rotation and increasing the force. Varying the speed of the belt is achieved by varying the motor speed. A linkage is a collection of rigid rods connected by flexible joints.It is very useful if you want to change the rotary motion of an electric motor into some other kind of motion (linear, oscillating, or reciprocating). The design of the linkage defines the exact pattern of motion produced. In the Cadbury production lines, linkages are used during the wrapping of a Creme Egg to manipulate the egg as the wrapper is drawn around it. Computer control: At the centre of any production system is a computer control system. The computer control system ensures that the production operations happen in the correct order by controlling the electrical and pneumatic machinery. It also monitors the production system, checking for problems using a wide range of sensors. If a problem is detected the control system is able to take action to fix the fault or, if necessary, stop the relevant machines and alert a human operator. Data from the monitoring system are recorded both so that the productivity of the plant can be tracked over time and also to provide a log of machine failures. At Cadbury, these operations are managed by three kinds of computer system: 1. Production line monitoring Software running on a Windows PC provides a graphical representation of the production line, showing the operator exactly what the line is doing.The operator can also view a historical record showing what the production line has been doing in the form of trends, reports and alarm messages. Operators can both supervise the line and also step in to override the main control systems, for example to switch a part of the line off for maintenance.The collection of software and hardware used for monitoring is called a Supervisory Control and Data Acquisition (SCADA) system.
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2. Production line data collection Recorded data, such as temperatures, production quantities and faults, are continuously sent to a separate set of computers and stored. Production staff can retrieve and analyse several years worth of data. 3. Production line control Programmable Logic Controllers (PLCs) carry out the second-by-second control of the manufacturing machinery. A PLC is a dedicated industrial controller, containing a microprocessor, memory and the ability to communicate with a large number of input and output devices. These measure the state of the plant (providing, for example, information on temperature, pressure, position, speed) and change the state of the plant (for example opening valves, running pumps, turning heaters on and off).
Assembly line
The manufacturing stages involved in producing Cadbury Dairy Milk are as follows: Ingredient mixing Heating
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Transport of liquid Cadbury Dairy Milk Moulding Transport of moulds Cooling Transport of solid Cadbury Dairy Milk Wrapping Transport of wrapped bars Boxing
CONCLUSION
This project report has demonstrated cadburys chocolate manufacturing processthat has proved to be qualitative and of great benefit to the company in furthering its competitive advantage. The secret of cadburys success The credit for the Cadburys success goes to their incredible selection of the finest cocoa beans and making use of those cocoa beans for making chocolates. Right from the stand Cadbury dairymilk success has been based on 3 factors: Quality Value for money Advertising
The ingredients in Cadburys latest recipes for success are: The right product, the right partners, the right marketing, the promotional backup and the right employees.
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BIBLIOGRAPHY
The economic times- brand equity Company literature Websites: www.cadburyindia.com www.wikipedia.com www.cadbury.uk.com
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