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Product Profile/ Cadbury Dairy Milk.
Manohar Prasad. IB+IT, (2010-12) Batch 4/25/2011
11. 12. 4 5 6 7 7 8 9 10 11 13 14 15 15 16 17 18 19 Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 2 . 2. 4.Product Profile/ Cadbury Dairy Milk. Index Company Overview Cadbury Milestone Vision & Mission Objective of Survey Marketing Research Process Dairy Milk Forecasting & Estimating Demand Factors Market Segmentation Brand element PLC Market Place R&D SWOT Analysis Diversification Conclusion References Page No. 3. 7. 8. CONTENTS Sr. No. 6. 15. 10. 1. 17. 9. 14. 16. 13. 5.
MANOHAR PRASAD STUDENT Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 3 .Product Profile/ Cadbury Dairy Milk. CERTIFICATE This is to certify that Mr. This project is the record of authentic work carried out during the academic year 2010-12. Manohar Prasad Of SURYADATTA GROUP OF INSTITUTE has successfully completed the project work titled CADBURY DAIRY MILK.
Simply. Induri (Pune). Chocolate Confectionery. Cadbury enjoys a value market share of over 70% . Kolkata and Chennai). Baddi (Himachal Pradesh) and 4 sales offices in (New Delhi. In the Chocolate Confectionery business. The company’s main purpose is ―Working together to create brands people love" capture the spirit of what we are trying to achieve as a business. ―we spread happiness‖! Currently Cadbury India operates in three sectors viz. Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 4 . 5 Star. Bangalore. After 62 years. We collaborate and work as team to convert products into brand. Milk Food Drinks and in the Candy category. Cadbury has maintained its undisputed leadership over the years. COMPANY OVERVIEW Cadbury began its operation in 1948 by importing chocolates and then repacking them before distributing it in the Indian market. Some of the key brands are Cadbury Dairy Milk. Éclairs and Celebrations.Product Profile/ Cadbury Dairy Milk. it is having five companies at Thane.the highest Cadbury brand share in the world! Cadbury is the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer. Perk. Mumbai. Malanpur (Gwalior). The corporate office is in Mumbai.
Our efforts have increased cocoa productivity and touched the lives of thousands of farmers. From a one man business in 1824. The Cadbury India Brand Strategy has received consistent support through simple but imaginative extensions to product categories and distribution.Product Profile/ Cadbury Dairy Milk. Cadbury Milestones The Cadbury story is a fascinating study of industrial and social developments. We also conduct farmers meetings & seminars to educate them on Cocoa cultivation aspects. skills and innovation. hybrids that improve the cocoa yield. Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India.the leading Malted Food Drink (MFD) in the country. For over two decades. A good example of this is the development of Bytes. Cadbury has grown to be one of the world's largest producers of chocolate. Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 5 . Byte was first launched in South India in 2003. which has been dominated until now by Salted Bagged Snack Brands. and thus heralds the entry of Cadbury India into the growing bagged Snack Market. A small family business developed into an international company and the high standards of the Cadbury brothers were combined with the most sophisticated technology. Crispy wafers filled with coca cream in the form of a bagged snack. In the Milk Food drinks segment our main product is Bourn vita . Bytes is positioned as "The new concept of sweet snacking". Our Cocoa team visits farmers and advises them on the cultivation aspects from planting to harvesting. we have worked with the Kerala Agriculture University to undertake cocoa research and released clones. It delivers the taste of chocolate in the form of a light snack. Similarly in the medicated candy category Halls is the undisputed leader.
Vision The governing objective for Cadbury India is to deliver Superior Shareholder value. Its reputation is to built upon quality. Its commitment to continuous improvement will ensure that promise. Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 6 . Sustain growth of Cadbury’s market through aggressive product development. Mission ―To provide customers with a tempting and exquisite taste‖ as enticing treats means a mouth watering treat which is simply irresistible. ―Cadbury means quality‖ this is the promise of Cadbury.Product Profile/ Cadbury Dairy Milk. Cadbury in every pocket. Focusing on cost competitiveness & productivity in operations and innovative utilization of assets. Investing to develop people.
Step: 3 Collect the Information Step: 4 Analyze the Information Step: 5 Make the Decision Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 7 . Marketing research process Step-1 Define the problem:1) management problem 2) Increase sales and profit Research problem:It is a part of management but a specific and time oriented. To find out the consumer behaviour towards cadbury. OBJECTIVE OF THE SURVEY 1. As per my product I have identify the research problem that is of poor quality. 2. To find out the famous products of cadbury among the consumers. Step-2 Develop the research plan by Collecting the primary and secondary information. 4.Product Profile/ Cadbury Dairy Milk. To find out the features which are most favourable. To find out the range which is mostly preferred by the customers. 3.
combine the taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults. DAIRY MILK The variants Fruit & Nut. ―Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market‖. Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 8 .Product Profile/ Cadbury Dairy Milk. Crackle and Roast Almond. Today.
a direct-market test is desirable. Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 9 . It is especially desirable in forecasting new-product sales or established product sales. And survey of buyers intention is one of the way of estimating the future demand of the product. Past-Sales Analysis The demand can also be estimated on the basis of past sales by the Cadbury dairy milk.Product Profile/ Cadbury Dairy Milk. distributors. Survey of Buyer In the FMCG product buyers taste and preferences changes in day to day life. cycle. In such survey the Cadbury choclates prefer to ask questions like ―How many times do you prefer to buy a Cadbury dairy milk in a week?‖ ―what you think about price of Cadbury dairy milk?‖ Composite of Sales Force Opinion In this type of forecasting. So it is very important for the Cadbury dairy milk to be upto date with the consumers day to day changing choices. Expert Opinion The Cadbury dairy milk also have a choice of estimating future demand on the opinion given by the experts including dealers. There are four components in the Time Series Analysis: trend. marketing consultants and trade associations. FORECASTING AND ESTIMATING DEMAND. seasonal and erratic. the Cadbury dairy milk may ask its various sales representatives to estimate their future sales. due to the impractical survey of buyers interviewing. suppliers. Market-Test Method When the entire plan fails.
From where to purchase How much to purchase. In this sense. so that it may store the goods or provide the services according to the liking of the consumers. ―consumer is the supreme in the market‖. but also focuses on how and why consumers make choice of the goods they buy and their evaluation of these goods after use. The study of the consumer preference not only focuses on how and why consumers make buying decision.Product Profile/ Cadbury Dairy Milk. Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 10 . So for success of any company or product promotion is very necessary to depart its concentration towards consumer preference. FACTORS: Consumer decides what to purchase For whom to purchase Why to purchase. a consumer may purchase. In order to become successful. The manufacturers produce and the sellers sell whatever the consumer likes. It must also known the time and the quantity of goods and services. it must be known the liking or disliking of the customers.
Rakshabandhan. Income: The price of Cadbury dairy milk is reasonable and affordable. All types of peoples like to purchase the Cadbury dairy milk when they want to buy it. the sales of Dairy Milk increases. People can easily purchase it on regular basis. The income of a person does not play any important role in it. They play an important role in taking the decision of when to buy the Cadbury dairy milk. MARKET SEGMENTATION There are two types of segmentation. Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 11 . Demographic Behavioral Demographic Segmentation Age and Life Cycle: Under this type of segmentation the buyers who mostly prefer the Cadbury dairy milk comes under the age group of 4-40 years. Gender: For purchasing Cadbury dairy milk gender doesn’t matter. Cadbury dairy milk is for all persons whether male or female. Behavioral Segmentation Decision: The decision is taken by the children and youngsters. Occasions: For purchasing the Cadbury dairy milk no special occasions are required. So a person does not need to think much before purchasing it. They can easily buy it any time when they want to buy. Generation: Cadbury dairy milk will not be much affected by the generation differences. Occasionally such as Diwali.Product Profile/ Cadbury Dairy Milk.
Product Profile/ Cadbury Dairy Milk. Segmentation of Business Market: Demographic: Operating Variable Purchasing Approaches Situational Factors Personal Characteristics Steps in Segmentation Process: Needs-based segmentation Segment identification Segment attractiveness Segment profitability Segment positioning Segment acid test Marketing mix strategy Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 12 .
Brand elements are those trademarkable devices that identify and differentiate the Brand.Product Profile/ Cadbury Dairy Milk. There are certain types of brand element listed below: Brand name: Slogan. Like Cadbury dairy milk has the distinctive ―Any time crunchy. BRAND ELEMENT OF Cadbury dairy milk. Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 13 . Most strong brand employs multiple brand elements. Symbol. all time fresh‖. Characters URLs Logo.
each posing different challenges. financial. opportunities and problem to the seller. • Product required different marketing. • Products have limited life.Product Profile/ Cadbury Dairy Milk. PRODUCT LIFE CYCLE OF CADBURY DAIRY MILK. manufacturing. INTRODUCTION GROWTH Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 14 . • Product sales passes through distinct stages. HR and resource strategy in each life cycle stage. • Profit rise and fall at different stages.
Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 15 .Product Profile/ Cadbury Dairy Milk. It might be as simple as just responding to gum chewers who want the flavour to last longer or as sophisticated as putting consumer insights together to spot trends and generate foresights – projecting forward to anticipate and meet the changing needs of tomorrow’s consumers. Globally. growing and has attractive dynamics. between 2001 and 2006. Chocolate is the largest category. faster than many other packaged food markets. Trends. and Foresights.a. Market place Cadbury operates in the global confectionery market. accounting for over half of the global confectionery market by value. The market is large. and has a value at retail of US$141 billion.a. Innovation is the heart of creating brand image which people love. confectionery is growing at around 5% p. REASEARCH & DEVELOPMENT R & D deals with innovation.. Developed markets. It represents 9% of that market. which account for around 67% of the global market. key role in knowing about the Customer insights. but also innovative packaging formats and world-class brand. grew 3% p. The global confectionery market is the world’s four largest packaged food market. Not just new products and improved recipe.
Russia. with 9. Significant opportunities exist to expand into the emerging markets of China. SWOT Analysis of Cadbury Strengths Cadbury is the largest global confectionery supplier. chewing gum Weaknesses The company is dependent on the confectionery and beverage market. where populations are growing. £7971.4 million and 9. Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 16 . consumer wealth is increasing and demand for confectionery products is increasing. Opportunities New markets. established brand name and leader in innovation. Threat of entry due to competition growing through acquisition. High financial strength (Sales turnover 1997. candy. Fail to offer a competitively attractive products to foreign customers. Threats Underestimate foreign regulations and incur unexpected costs. Nestle have a more diverse product portfolio.g. possible lack of understanding of the new emerging markets compared to competitors. New to the US. India. Advantage that it is totally focused on chocolate.4%) Strong manufacturing competence. where profits can be used to invest in other areas of the business and R&D.Product Profile/ Cadbury Dairy Milk. whereas other competitors e.9% of global market share. Other competitors have greater international experience .Cadbury has traditionally been strong in Europe.
This has to be done by researching and developing new products/ joint venture. Focus on non-chocolate development/acquisitions by developing line of non-chocolate candies. sugar free and sweets. Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 17 . DVERSIFICATION Increase Marketing and Promotion globally by marketing products in emerging markets. Aggressive new product development—low calories.Product Profile/ Cadbury Dairy Milk.
it should market a new product and maybe get into the product development or get into a total diversification. It can be a risk to market it in the region France. but with careful study of the target market segments and its economic position. Cadbury should also look into other countries like the Asia Pacific in order to market its products popular globally. careful considerations to look at its major competitors and to obtain the rules and regulations of a certain country are equally important.Product Profile/ Cadbury Dairy Milk. But then again. it is understood that heavy capital and marketing expenditures have to be sacrificed. Conclusion In order to reach the peak of achievement. it can be an attainment. Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 18 . the company would stress on the global growth of the product. Since Cadbury Schweppes is a company that produces not only chocolates but also drinks. Last but not least not to forget that Cadbury should need to strengthen the brand name of its products. Another strategic plan would be a joint venture. the profile of the product should be maintained and not deteriorates. However. need to bear in mind that it is not as easy as marketing Cadbury’s current products. This is important due to the fact that since it is popular in the UK and US. Needless to say that in order for the company to market its products globally.
REFERENCES: 1. Wikipedia 4.businessteacher.cadbury. www.org.com 2. www.Product Profile/ Cadbury Dairy Milk.cadbury. www.uk Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 19 .co.uk 3.