2011

Product Profile/ Cadbury Dairy Milk.

Manohar Prasad. IB+IT, (2010-12) Batch 4/25/2011

Product Profile/ Cadbury Dairy Milk.

CONTENTS
Sr. No.
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17.

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.
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

Product Profile/ Cadbury Dairy Milk.

CERTIFICATE

This is to certify that Mr. Manohar Prasad Of SURYADATTA GROUP OF INSTITUTE has successfully completed the project work titled CADBURY DAIRY MILK.

This project is the record of authentic work carried out during the academic year 2010-12.

MANOHAR PRASAD
STUDENT

Manohar Prasad/ 2010-12/ IB+IT/1999/01030003

Page 3

Product Profile/ Cadbury Dairy Milk.

COMPANY OVERVIEW
Cadbury began its operation in 1948 by importing chocolates and then repacking them before distributing it in the Indian market. After 62 years, it is having five companies at Thane, Induri (Pune), Malanpur (Gwalior), Bangalore, Baddi (Himachal Pradesh) and 4 sales offices in (New Delhi, Mumbai, Kolkata and Chennai). The corporate office is in Mumbai.

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 collaborate and work as team to convert products into brand. Simply, ―we

spread happiness‖!

Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food Drinks and in the Candy category. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, Éclairs and Celebrations. Cadbury enjoys a value market share of over 70% - 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.

Manohar Prasad/ 2010-12/ IB+IT/1999/01030003

Page 4

Product Profile/ Cadbury Dairy Milk.
In the Milk Food drinks segment our main product is Bourn vita - the leading Malted Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the undisputed leader. The Cadbury India Brand Strategy has received consistent support through simple but imaginative extensions to product categories and distribution. A good example of this is the development of Bytes. Crispy wafers filled with coca cream in the form of a bagged snack, Bytes is positioned as "The new concept of sweet snacking". It delivers the taste of chocolate in the form of a light snack, and thus heralds the entry of Cadbury India into the growing bagged Snack Market, which has been dominated until now by Salted Bagged Snack Brands. Byte was first launched in South India in 2003. Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, we have worked with the Kerala Agriculture University to undertake cocoa research and released clones, hybrids that improve the cocoa yield. Our Cocoa team visits farmers and advises them on the cultivation aspects from planting to harvesting. We also conduct farmers meetings & seminars to educate them on Cocoa cultivation aspects. Our efforts have increased cocoa productivity and touched the lives of thousands of farmers.

Cadbury Milestones
The Cadbury story is a fascinating study of industrial and social developments. From a one man business in 1824, Cadbury has grown to be one of the world's largest producers of chocolate. A small family business developed into an international company and the high standards of the Cadbury brothers were combined with the most sophisticated technology, skills and innovation.

Manohar Prasad/ 2010-12/ IB+IT/1999/01030003

Page 5

Product Profile/ Cadbury Dairy Milk.

Vision
 The governing objective for Cadbury India is to deliver Superior Shareholder value.  Cadbury in every pocket.  Sustain growth of Cadbury’s market through aggressive product development.  Focusing on cost competitiveness & productivity in operations and innovative utilization of assets.  Investing to develop people.

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. 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

Product Profile/ Cadbury Dairy Milk.

OBJECTIVE OF THE SURVEY
1. To find out the famous products of cadbury among the consumers. 2. To find out the consumer behaviour towards cadbury. 3. To find out the range which is mostly preferred by the customers. 4. To find out the features which are most favourable.

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. As per my product I have identify the research problem that is of poor quality.
Step-2 Develop the research plan by Collecting the primary and secondary information.

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

Product Profile/ Cadbury Dairy Milk.

DAIRY MILK
The variants Fruit & Nut, Crackle and Roast Almond, combine the taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults. Today, ―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.

FORECASTING AND ESTIMATING DEMAND.
Survey of Buyer
In the FMCG product buyers taste and preferences changes in day to day life. So it is very important for the Cadbury dairy milk to be upto date with the consumers day to day changing choices. And survey of buyers intention is one of the way of estimating the future demand of the product. 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, due to the impractical survey of buyers interviewing, the Cadbury dairy milk may ask its various sales representatives to estimate their future sales.

Expert Opinion
The Cadbury dairy milk also have a choice of estimating future demand on the opinion given by the experts including dealers, distributors, suppliers, marketing consultants and trade associations.

Past-Sales Analysis
The demand can also be estimated on the basis of past sales by the Cadbury dairy milk. There are four components in the Time Series Analysis: trend, cycle, seasonal and erratic.

Market-Test Method
When the entire plan fails, a direct-market test is desirable. It is especially desirable in forecasting new-product sales or established product sales.

Manohar Prasad/ 2010-12/ IB+IT/1999/01030003

Page 9

Product Profile/ Cadbury Dairy Milk.

FACTORS:
Consumer decides what to purchase For whom to purchase Why to purchase, From where to purchase How much to purchase. In order to become successful, it must be known the liking or disliking of the customers. It must also known the time and the quantity of goods and services, a consumer may purchase, so that it may store the goods or provide the services according to the liking of the consumers. The manufacturers produce and the sellers sell whatever the consumer likes. In this sense, ―consumer is the supreme in the market‖. The study of the consumer preference not only focuses on how and why consumers make buying decision, but also focuses on how and why consumers make choice of the goods they buy and their evaluation of these goods after use. So for success of any company or product promotion is very necessary to depart its concentration towards consumer preference.

Manohar Prasad/ 2010-12/ IB+IT/1999/01030003

Page 10

Product Profile/ Cadbury Dairy Milk.

MARKET SEGMENTATION
There are two types of segmentation.  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. Income: The price of Cadbury dairy milk is reasonable and affordable. So a person does not need to think much before purchasing it, They can easily buy it any time when they want to buy. The income of a person does not play any important role in it. Generation: Cadbury dairy milk will not be much affected by the generation differences. All types of peoples like to purchase the Cadbury dairy milk when they want to buy it.

Behavioral Segmentation
Decision: The decision is taken by the children and youngsters. They play an important role in taking the decision of when to buy the Cadbury dairy milk. Occasions: For purchasing the Cadbury dairy milk no special occasions are required. People can easily purchase it on regular basis. Occasionally such as Diwali, Rakshabandhan, the sales of Dairy Milk increases.

Manohar Prasad/ 2010-12/ IB+IT/1999/01030003

Page 11

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

Product Profile/ Cadbury Dairy Milk.

BRAND ELEMENT OF Cadbury dairy milk.
Brand elements are those trademarkable devices that identify and differentiate the Brand. Most strong brand employs multiple brand elements. Like Cadbury dairy milk has the distinctive ―Any time crunchy, all time fresh‖. There are certain types of brand element listed below:  Brand name:      Slogan. Characters URLs Logo. Symbol.

Manohar Prasad/ 2010-12/ IB+IT/1999/01030003

Page 13

Product Profile/ Cadbury Dairy Milk.

PRODUCT LIFE CYCLE OF CADBURY DAIRY MILK.
• Products have limited life. • Product sales passes through distinct stages, each posing different challenges, opportunities and problem to the seller. • Profit rise and fall at different stages. • Product required different marketing, financial, manufacturing, HR and resource strategy in each life cycle stage.

 INTRODUCTION  GROWTH

Manohar Prasad/ 2010-12/ IB+IT/1999/01030003

Page 14

Product Profile/ Cadbury Dairy Milk.

Market place
Cadbury operates in the global confectionery market. The market is large, growing and has attractive dynamics. The global confectionery market is the world’s four largest packaged food market. It represents 9% of that market, and has a value at retail of US$141 billion. Chocolate is the largest category, accounting for over half of the global confectionery market by value. Globally, confectionery is growing at around 5% p.a., faster than many other packaged food markets. Developed markets, which account for around 67% of the global market, grew 3% p.a. between 2001 and 2006.

REASEARCH & DEVELOPMENT
R & D deals with innovation. Innovation is the heart of creating brand image which people love. Not just new products and improved recipe, but also innovative packaging formats and world-class brand. key role in knowing about the    Customer insights, Trends, and Foresights.

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.

Manohar Prasad/ 2010-12/ IB+IT/1999/01030003

Page 15

Product Profile/ Cadbury Dairy Milk.

SWOT Analysis of Cadbury
Strengths
 Cadbury is the largest global confectionery supplier, with 9.9% of global market share.  High financial strength (Sales turnover 1997, £7971.4 million and 9.4%)  Strong manufacturing competence, established brand name and leader in innovation.  Advantage that it is totally focused on chocolate, candy, chewing gum

Weaknesses
 The company is dependent on the confectionery and beverage market, whereas other competitors e.g. Nestle have a more diverse product portfolio, where profits can be used to invest in other areas of the business and R&D.  Other competitors have greater international experience - Cadbury has traditionally been strong in Europe. New to the US, possible lack of understanding of the new emerging markets compared to competitors.

Opportunities
 New markets. Significant opportunities exist to expand into the emerging markets of China, Russia, India, where populations are growing, consumer wealth is increasing and demand for confectionery products is increasing.

Threats
 Underestimate foreign regulations and incur unexpected costs.  Threat of entry due to competition growing through acquisition.  Fail to offer a competitively attractive products to foreign customers. Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 16

Product Profile/ Cadbury Dairy Milk.

DVERSIFICATION
 Increase Marketing and Promotion globally by marketing products in emerging markets.  Focus on non-chocolate development/acquisitions by developing line of non-chocolate candies.  Aggressive new product development—low calories, sugar free and sweets. This has to be done by researching and developing new products/ joint venture.

Manohar Prasad/ 2010-12/ IB+IT/1999/01030003

Page 17

Product Profile/ Cadbury Dairy Milk.

Conclusion
In order to reach the peak of achievement, the company would stress on the global growth of the product. 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, it can be an attainment. Cadbury should also look into other countries like the Asia Pacific in order to market its products popular globally. But then again, careful considerations to look at its major competitors and to obtain the rules and regulations of a certain country are equally important. Another strategic plan would be a joint venture. Since Cadbury Schweppes is a company that produces not only chocolates but also drinks, it should market a new product and maybe get into the product development or get into a total diversification. However, need to bear in mind that it is not as easy as marketing Cadbury’s current products. Needless to say that in order for the company to market its products globally, it is understood that heavy capital and marketing expenditures have to be sacrificed. Last but not least not to forget that Cadbury should need to strengthen the brand name of its products. This is important due to the fact that since it is popular in the UK and US, the profile of the product should be maintained and not deteriorates.

Manohar Prasad/ 2010-12/ IB+IT/1999/01030003

Page 18

Product Profile/ Cadbury Dairy Milk.

REFERENCES:
1. www.cadbury.com 2. www.cadbury.co.uk 3. Wikipedia 4. www.businessteacher.org.uk

Manohar Prasad/ 2010-12/ IB+IT/1999/01030003

Page 19

Sign up to vote on this title
UsefulNot useful