Marketing Management 1

Assignment

A Marketing Project On Cadbury Dairy Milk

Under Guidance of : Dr. Saji K.B. Nair Submitted By : Group No. 1

Sl. No. 1 2 3 4 5 6 7 Roll No. 50001 50003 50004 50005 50006 50016 50034 Nam e Abhijit Roy Chowdhury Aniketna Kriti Anjali Sinha Ashish Kum Bharti ar Ashutosh Kr. Mishra Kajal Parm ar Ravindra Kum ar

Chandragupt Institute Of Management Patna

Acknowledgement
Marketing is a very diverse and vast area is in itself. It would not have been possible without proper guidance and support. We had a golden opportunity to have Dr. Saji. K.B. Nair as a mentor for this project. Our project on marketing is an output of discussions, meetings, ideas and thoughts. Our respondents and resources available at CIMP proved to be an incomparable source of information. Our parents and elders were there to support us ethically without which we would have been on square one.

Thanking all, Group 1

Abhijit Roy Chowdhury 50001 Aniketna Kriti 50003 Anjali Sinha - 50004 Ashish Kumar Bharti 50005 Ashutosh Kumar Mishra - 50006 Kajal Parmar 50016 Ravindra Kumar 50034

PROFILE OF PRODUCT CHOSEN: Cadbury Dairy Milk

Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury; except in the United States where it is made by The Hershey Company. It was introduced in the United Kingdom in 1905 and now consists of a number of products. Every product in the Dairy Milk line is made with exclusively milk chocolate. Cadburys chocolate in June 1905, Cadbury made its first Dairy Milk bar, with a higher proportion of milk than previous chocolate bars, and it became the company's best-selling product by 1913. George Cadbury Junior, responsible for the development of the bar, has said "All sorts of names were suggested: Highland Milk, Jersey and Dairy Maid. But when a customers daughter suggested Dairy Milk, the name stuck. Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon followed by Whole Nut in 1933. By this point, Cadbury's was the brand leader in the United Kingdom. In 1928, Cadbury's introduced the "glass and a half" slogan to accompany the Dairy Milk bar, to advertise the bar's higher milk content.

PROFILE OF COMPANY CHOSEN:

Cadbury is a British confectionery company owned by Mondelz International Inc. and is the industry's second-largest globally after Mars, Incorporated. With its headquarters in Uxbridge, London, England the company operates in more than 50 countries worldwide. The company was known as Cadbury Schweppes from 19692008 until its demerger, in which its global confectionery business was separated from its US beverage unit (now called "Dr. Pepper Snapple Group). Cadbury India began its operations in India in 1948 by importing chocolates. It now has manufacturing facilities in Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and sales offices in New Delhi, Mumbai, Kolkata and Chennai. The corporate head office is in Mumbai. Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, Cadbury has worked with the Kerala Agricultural University to undertake cocoa research.

Cadbury was incorporated in India on 19 July 1948. Currently, Cadbury India operates in four categories: chocolate confectionery, milk food drinks, beverage and candy & gum category. Its products include Cadbury Dairy Milk, Bournville, 5-Star, Perk, Gems, Eclairs, Bournvita, Celebrations, Bournville, Cadbury Dairy Milk Shots, Cadbury Dairy Milk Silk, Halls, Tang and Oreo. It is the market leader in the chocolate confectionery business with a market share of over 70%.The Brand Trust Report, India Study, 2011 published by Trust Research Advisory ranked Cadbury in the top 100 most trusted brands list. Cadbury India will soon launch parent Mondelezs legendary triangular Swiss chocolate brand Toblerone, to take on Italian brand Ferrero Rocher in the premium chocolate market.

Consumer Buying Behavior:

Abbreviations:
S1 : Need Recognition S2 : Information Search S3 : Evaluation of alternatives S4 : Purchase Decision S5 : Post Purchase Behavior

The following chart is being prepared after conducting survey. We asked people who have bought Samsung microwave oven about the time they took for each stage.

The following chart is being prepared after conducting survey. We asked people who eat chocolates about the time they took for each stage. stage S1 (in sec) S2 (in sec) S3 (in sec) S4 (in sec) S5 (in sec) total time

(in sec) R1 R2 R3 R4 R5 R6 R7 R8 R9 R10 R11 R12 R13 R14 R15 R16 R17 R18 R19 R20 R21 R22 R23 R24 R25 R26 R27 R28 R29 R30 R31 R32 R33 R34 R35 R36 Total Time (in seconds )
120 60 25 32 40 180 15 200 90 40 35 180 300 150 35 40 45 150 25 30 50 55 65 120 120 90 240 300 30 60 300 50 25 40 150 180 3667 5 10 10 15 10 10 5 25 15 60 5 15 90 20 30 35 25 20 90 20 15 90 5 50 15 25 150 90 20 40 90 15 10 20 30 15 725 25 35 30 50 60 90 25 30 30 60 30 25 90 15 120 30 25 20 40 20 30 60 30 15 120 60 30 120 30 20 120 40 20 60 10 30 1280 300 360 180 600 1200 900 1200 1500 1200 300 600 300 900 1800 1500 2100 5400 2100 300 2400 600 600 1200 1800 600 300 3600 600 600 1800 1200 300 180 900 600 300 39240 25 30 30 120 180 60 30 120 90 120 60 240 100 30 10 10 60 10 10 120 120 90 60 180 30 40 30 25 15 20 30 30 20 120 60 180 2440 475 495 265 817 1480 1240 1245 1875 1395 520 730 735 1480 2000 1665 2215 5505 2150 335 2570 815 805 1330 2100 870 515 4020 1135 695 1880 1740 435 255 1140 850 705 47097

Average 101.861 Time(in seconds )

33.194

45.694

1120

69.583

1370

RESULTS:
Average time for S1 : 102 seconds Average time for S2 : 33 seconds Average time for S3 : 46 seconds Average time for S4 : 1120 seconds Average time for S5 : 70 seconds total average time taken by a customer : 1370 seconds

Averag tim e e
1200 1000 800 600
Series1

e l t T s i x A

400 200 0 1 2 3 4 5

Inference: From the survey we conducted among 36 respondents we came to a conclusion that a customer spent most of his time in purchase (S4) and need recognition (S1).

We can infer from the result that a customer does not take much time in buying a chocolate and take decisions very quick based on his past experience and taste.

It was very interesting to observe that people took very less time in information search and evaluation of alternatives.

Factors influencing each of the stages of buying behavior:

Stage R1 S1 S2 S3 post friends amount of cocoa lunch/dinner taste change, evening time, when gets bored advertisement sugar level when see others eating post lunch/dinner taste change, evening time, evening time friends S4 price S5 taste

R2 R3

R4

friends

availab taste ility add on like availab taste cashew nuts ,fruits ility n nuts present or not sugar level price price

R5 R6

R7 R8 R9 R10

R11 R12 R13 R14

shopkeeper, amount of cocoa friend any time advertisement add on like cashew nuts ,fruits n nuts present or not when see others friends presence of wafer eating or not when gets bored brother/sister presence of caramel when gets bored advertisement amount of cocoa when go out chocolates Price with friends present in showcase of shop when see others advertisement presence of eating caramel on festive advertisement past taste occasion, when experience gets bored on happy friends Advertisement moments evening time chocolates presence of wafer

price price

taste taste

availab taste ility price price price price taste taste

size size price, size size

taste price taste taste

R15

when see others eating any time

present in showcase of shop shopkeeper, friend

or not presence of caramel availab taste ility, price, size availab price ility, price, size price price price size price taste taste taste

R16

advertisement sugar level

R17 R18 R19 R20

when see others friends eating when gets bored friends evening time when see others eating on festive occasion when tensed

dark chocolate

R21 R22

no cocoa, prefers milky bar brother/sister presence of caramel friends add on like cashew nuts ,fruits n nuts present or not advertisement sugar level

R23 R24 R25 R26 R27 R28 R29 R30

any time on festive occasion when go out with friends when see others eating evening time after dinner Evening time advertisement

price, taste size friends presence of wafer availab taste or not ility, price, size advertisement past taste experience taste advertisement presence of caramel price brother/sister presence of caramel advertisement amount of cocoa friends amount of cocoa price price Availa bility Availa bility price taste taste taste price taste

advertisement Price , friend advertisement Presence of caramel chocolates sugar level present in showcase of shop

availab taste ility

R31

on festive occasion On happy moments When go out with friends when tensed on happy moments when go out with friends

shopkeeper

R32 R33 R34 R35 R36

brother

add on like Availa cashew nuts, fruits bility n nuts present or not Dark chocolate size

taste

price

Advertisemen Amount of cocoa t/friends friends presence of caramel brother/sister dark chocolate friends presence of caramel

availab taste ility availab taste ility price taste size taste

Factors and frequency: S. No. 1 2. 3. 4. 5. 6. 7. 8. 9. 10 11 12 13 14 15 16

when see others eating when gets bored evening time any time on festive occasion when go out with friends on happy moments post lunch/dinner taste change, evening time, when tensed Advertisement on festive occasion, when gets bored after dinner presence of caramel sugar level amount of cocoa add on like cashew nuts ,fruits n nuts present or not

7 4 4 3 3 3 2 2 2 1 1 1 8 5 5 3

17 18 19 20 21 22 23 24

dark chocolate Price past taste experience presence of wafer or not no cocoa, prefers milky bar add on like cashew nuts, fruits n nuts present or not Advertisement presence of wafer or not

2 2 2 2 1 1 1 1

Critical factor analysis: There are few interesting things coming out of this survey: 1. People like to have chocolate after having dinner or lunch quite a lot. So we can create advertisement which can attract and arrest such type of customers more and more. 2. Cadbury dairy milk has around 55% market share but in our survey there were almost same no. of people who like 5 stars as there were for dairy milk. This can be seen by the no. of people concerned about the presence of caramel in chocolate. 3. It can also be seen that many people dont like dairy milk because it is more sugary, so to bring back such type of customers company can introduce a less sugary dairy milk into the market after detailed survey and analysis.

Various Factors That Influence Each Stage of the Consumer Buying Process:
1. Need Recognition The buying process starts when the buyer recognizes

that there is a need driven by internal or external stimuli. Following were the factors which pushes a person to buy chocolate: Taste Watching others Free time and getting bored To enjoy with friends while hanging out and have some sweet To change taste after lunch/dinner

 On festive occasion On some happy moments

2. Information Search Consumers we surveyed seek information from

different sources, such as : Personal Family, Friends, Neighbors. Commercial Advertising, Packaging, Displays. Public Reports, Consumer rating organizations. Experiential Using and examining the product
3.

Evaluation of Alternatives It is basically done to satisfy a need and looking for certain benefits from the product solution. These evaluations can be done on certain. The consumer sees whether the product is delivering the benefits sought to satisfy their need. The attributes for lays are as follows : Quality Reliability

4. Purchase Decision Consumers sets their mind to prefer the most known

brand. The consumer forms preferences among the brands in the choice set. It can be done on parameters such as: Brand Quality Availability Price Size
5. Post Purchase Behavior After the purchase, the consumer might

experience dissonance that begins from noticing and hearing favorable things about other brands which helps them to be alert to information that supports his or her decision. These can be as under : Satisfaction If lays meets expectations, the consumer is satisfied. Dissatisfaction As the gap between expectations and performance increases, dissatisfaction also increases. Delighted If performance exceeds expectations, the consumer is delighted

Roles of Buying Centre:

UNIT INITIATOR

ROLES Initiates to buy a product Individuals who influences the decision INFLUENCER of potential buyer Individual who finally takes a decision DECIDER for the purchase BUYER A person who makes the purchase USER Person ultimately uses the product

Initiator the person himself Influencer Advertisement40%, friends60%

User Family member- 25%, friends- 10%, girlfriend/boyfri end, self

Buyer Mother/father25%, friends10%, relatives10%, self- 55%

Buying Decider Centre Self- 70%, parents-30%

Marketing Research process for customer analysis (MDP):After doing an initial survey we got to know that people love to buy Dairy milk during festive season or during happiness but it is losing its market share to other chocolates when it comes to day to day consumption of chocolate.

MANAGERIAL DECISION PROBLEM (MDP): share of Dairy milk in daily use?

How to increase market

RESEARCH PROBLEM: RP 1. To assess demand of Dairy milk in daily use RP 2 How to structure advertisement for daily use of Dairy milk rather then festive occasion RP3- How to assess different taste combinations suiting customer demand RP 4- How to penetrate rural market of India Questionnaire: NAME:

AGE: SEX: 1. Do you consume chocolates? a. Yes b. No

2.

If yes, when do you feel like eating chocolates? a. When feeling bored

b. Some particular time of a day c. On happy moments d. During festive occasion e. When see others eating f. After watching advertisement g. Any time

3.

What is the price of chocolate bar you usually buy?

a. b.

Rs.5 Rs.10

c. Rs.20 d. Rs.50
e.

Rs.80

4 which chocolate you eat generally? (checkboxes) tick mark all options you eat a. Dairy milk b. 5 Star c. Kit-Kat d. Bournville e. Munch f. Bar one g. Nestle 5. How much you get influenced by advertisement of chocolates on TV or Newspaper? a. Too much b. Much c. Normal

d. Not 6. How you compare between two chocolate? a. Taste B. packaging C. advertisement D. price E. size 7. How often do you eat chocolate in a week? a. 2 times b. 3 times c. 5 times d. 7 times E. more than 7 times 8. What is the best feature of dairy milk? (Checkboxes) A. taste B. more sugary C. absence of caramel D. less cocoa E. absence of wafer 9. If dairy milk is not available in one shop will you go to other shop for dairy milk or will you purchase other chocolate from the same shop? a. yes b. no c. may be 10- Which attribute you find most satisfactory? a. Features

b. Taste c. Packaging d. Price

Company Analysis SW Analysis :

Strength
1. Good distribution network in urban areas 2. High spending on promotion 3. Good R&D 4. High brand value and goodwill 5. High market share 6. Technologically sound 7. Strong ethical value and ethical statement

Weakness
1. Dependent on cocoa and beverage market 2. Focusing on particular type of advertisement 3. Weak distribution network in rural areas

External Environment Analysis:-

PESTEL Analysis:
Political:
1. Excise duties and tax related laws 2. Government intervention

Economic:
The interest rates can have an effect on Cadburys. If the interest rates were high then Cadbury would not want to borrow as much money for expansion. Also if consumers themselves were under pressure due to their loans they would again have less disposable income to buy luxury items. If the minimum wage was brought down, this would mean more money for Cadburys but would also result in low sales from the consumers.

Social:
1. People more leaned towards traditional sweets then chocolates

Technological:
Better equipment and technology required in India as compared to other parts of the world.

Environmental Factors :
1. Cocoa production requires very controlled and accurate climatic conditions.

Legal:
More legislation in place to make sure that the work place is safe and workers are protected. An expensive cost to Cadburys to implement.

Top 5 points important from the point of view of Cadbury: I1: climatic condition of cocoa growth I2: high spending on promotion I3: focusing on particular theme of advertisement I4: good R&D I5: weak distribution network in rural areas

Factors
Responses R1 R2 R3 R4 R5 R6 R7 TOTAL 2 1 5 4 1 2 1 16

I1

I2

I3

I4

I5

1 4 4 1 4 4 2 20 57.14

4 5 2 2 5 1 3 22 62.85

3 2 3 3 3 5 4 23 65.71

5 3 1 5 2 3 5 24 68.57

%age(total/35)*100 45.71

Benchmark: 65% (Rationale)

Hence two factors I4 and I5 comes under the benchmark of 65% So company should pay more attention to good R&D and weak distribution network in rural areas. Inferences:1- From the SWOT analysis of Cadburys Dairy milk, we can draw the conclusion that companys biggest concern is weak distribution network in rural areas and

constant focus on R&D is one of its biggest strengths. Hence, the firm should bring some improvement in critical factors, that we have found from the factor analysis of buying processes namely Cooking time, cost and taste of the food. 2- Company should focus more on its quality testing, to avoid product recalls in future so that the brand image remains intact.

Porters Five Forces Analysis:

Competitive rivalry in the industry Threat of substitute product Threat of new entrants Bargaining power of supplier Bargaining power of customer

Perfetti Van Melle

Cadburys Nestle

supplier

Amul Mars

Kohinoor trading corporation

Mars Amul

Factors Competito r
Cadburys

Objectives

Strategy

Strength

Weakness

Reaction pattern

4 3 4 4 3

4 4 4 5 4

4 3 3 5 4

3 4 3 4 3

3 3 3 4 3

Amul Mars Nestle Perfetti Van Melle Kohinoor trading corp.

Inference:
On the basis of the analysis of the data so obtained we could figure out that Nestle is the market leader with 80.57 percentage score among all competitors followed by Cadbury itself which can lead to product cannibalization with 79.43% score. Mars, Amul, Perfetti Van Melle are market follwer-1, market follwer-2,and market follower-3 respectively.

RECOMMENDATIONS: After asking and conducting the survey we

came to the conclusion that people prefer Dairy milk more during some special

and happy moments but dont prefer much on regular basis as compared to some other chocolates. To improve the present scenario and increase the market share of Dairy milk we can take following steps: a. As people claimed Dairy milk to be more sugary we can adjust the sugar level of the product or can launch new Dairy milk which is less sugary to attract such customers b. As Dairy milk is preferred more during festive occasion because of existing ads we can launch a new set of ads which will trigger people to eat Dairy milk on regular basis instead of going for other chocolate. c.As many Dairy milk customers (around 40% people) buy other chocolate from the same shop instead of going to other shop for Dairy milk, we can take some measures to prevent this phenomenon like by increasing the size of the chocolate or reducing the price of a chocolate a little bit (if possible) and by strengthening the distribution network. d. Since Nestle is the biggest competitor of Cadbury so Cadbury should pay more attention on this factor also. e. it should also pay much attention on its R&D activity to make more such types of products that can suit the taste bud of the people and come up with less sugary Dairy milk .

c.

Marketing Management 1

Assignment-2

A Marketing Project On Cadbury Dairy Milk

STPD Analysis

Under Guidance of : Dr. Saji K.B. Nair Submitted By : Group No. 1

Sl. No. 1 2 3 4 5 6 7

Roll No. 50001 50003 50004 50005 50006 50016 50034

Nam e Abhijit Roy Chowdhury Aniketna Kriti Anjali Sinha Ashish Kum Bharti ar Ashutosh Kr. Mishra Kajal Parm ar Ravindra Kum ar

STPD Analysis of Cadbury Dairy Milk

Generic Marketing Strategy The generic marketing strategy includes the following steps: S- MARKET SEGMENTATION T- TARGET MARKETING P -POSITIONING D DIFFERENTIATION

SEGMENTATION
Segmentation refers to the identification of subsets of buyers within a market that share similar needs and demonstrate similar buying behavior. The needs and behavior of buyers vary across the world. Segmentation basically aims at identifying buyers with the same set of needs and buying behavior. The group of buyers thus identified is called as a segment. All segments are different from each other and every segment is homogeneous in nature. An effective segmentation has the following features: It is measurable

 Substantial Accessible Differentiable Actionable Various segmentation variables for B2C markets in Cadbury Dairy Milk are as follows:CS1 City CS2 - Age CS3- Gender CS4-Income CS5-Lifestyle CS6-Occasions CS7-Usage rate Likert Scale1- Not important at all 2- Less important 3- Neutral 4- Important 5- Very important Variables Responses R1 R2 R3 R4 R5 4 2 3 2 3 3 2 3 3 2 4 3 4 2 5 1 2 2 1 2 4 3 4 3 2 2 3 4 2 3 2 4 3 4 3 CS1 CS2 CS3 CS4 CS5 CS6 CS7

R6 R7 R8 R9 R10 R11 R12 R13 R14 R15 R16 R17 R18 R19 R20 R21 R22 R23 R24 R25 R26 R27 R28 R29 R30 R31 R32 R33 R34 R35 R36 Total %age

3 2 3 2 3 3 3 3 2 1 2 4 2 3 2 3 2 1 2 3 1 2 2 3 1 3 2 4 2 2 3 88 48.88889

4 2 4 2 4 3 2 1 1 3 4 2 3 2 1 3 3 1 3 2 1 3 1 3 3 4 2 3 5 4 1 93 51.6666 7

3 4 3 5 4 3 3 3 5 2 3 5 1 3 2 5 4 2 3 4 2 3 3 3 4 2 5 5 2 3 4 121 67.2222 2

2 1 2 3 2 3 3 2 4 1 2 3 1 2 3 2 1 2 3 4 3 1 1 2 3 4 2 5 1 3 2 81 45

3 3 2 4 1 1 3 1 4 3 2 3 4 2 5 3 5 3 4 2 3 3 2 4 4 5 2 3 5 3 3 111 61.6666 7

1 4 3 2 3 4 2 1 3 4 2 4 4 3 1 4 1 2 3 2 1 3 2 4 2 3 1 1 2 3 2 91 50.5555 6

2 4 1 5 3 4 2 3 2 3 1 2 3 3 4 2 2 3 2 3 4 4 5 3 2 3 2 1 2 3 4 103 57.22222

BENCHMARK: 60% Based on benchmark we have got two critical variables for the segmentation of the market and they are as follows: Gender

 Life Style

Life Style Upper Middle Gender Lower C lassM iddle C lass High C lass C lass M (M ale) F (Female) C1 C5 C2 C6 C3 C7 C4 C8

Target:
Market targeting refers to description of the process of identifying groups of consumers who are likely to purchase a specific goods or service. There are several different approaches to this process, with some of them allowing for broad cultivation of market, while other are focused more on identifying markets that are small but somewhat lucrative. Market segmentation reveals the firms market segment opportunities. The firm now has to evaluate the various segments and decide how many and which segments it can serve best. A target market consists of a set of buyers who share common needs or characteristics that the company decides to serve. Target marketing can be carried out at several different levels Various Target variables for B2C markets in Cadbury Dairy Milk are as follows:V1- Age V2- Gender V3- education

V4- Occasions

V1 R1 R2 R3 R4 R5 R6 R7 R8 R9 R10 R11 R12 R13 R14 R15 R16 R17 R18 R19 R20 R21 3 4 2 3 3 2 4 3 5 5 3 3 2 3 4 2 2 1 4 5 3

V2 5 4 3 4 5 3 3 4 3 4 4 5 5 3 5 3 3 2 3 4 3

V3 3 4 2 3 4 3 5 2 5 3 1 3 5 3 4 5 2 3 5 4 2

V4 2 3 4 1 5 4 3 2 3 4 2 1 4 5 3 2 4 3 4 2 4

R22 R23 R24 R25 R26 R27 R28 R29 R30 R31 R32 R33 R34 R35 R36 Total %age

5 3 5 3 2 1 3 4 5 3 2 3 4 1 4 114 63.3333

5 5 3 4 2 5 4 5 4 3 2 4 3 1 5 133 73.8889

1 3 4 3 2 4 3 2 4 2 1 3 2 1 3 109 60.5556

5 3 5 3 1 3 5 3 5 3 2 4 2 4 5 118 65.5556

C1 C2 C3 C4 C5 C6 C7 C8

V1 1 2 3 4 3 1 2 3

V2 3 5 1 2 1 4 3 1

V3 4 2 2 2 3 4 5 2

Total 8 9 6 8 7 9 10 6

% age 53.33% 60.00% 40.00% 53.33% 46.67% 60.00% 66.67% 40.00%

Benchmark: 60% Based on the benchmark we should target more on upper middle class female, middle class female and middle class male.

DIFFERENTIATION:
It is one of the marketing strategy through which we can make our product more attractive & distinguishable in a particular target market. In the case of Cadbury Dairy Milk we will differentiate our chosen product on the basis of following four dimensions1. Product Dimension V1-Size V2-Packaging quality V3-Ingredient contain V4- Flavor V5-Health conscious

Variable Responses V1 V2 V3 V4 V5

R1 R2 R3 R4 R5 R6 R7 R8 R9 R10 R11 R12 R13 R14 R15 R16 R17 R18 R19 R20 R21 R22

3 5 1 5 3 3 4 1 3 5 2 1 2 3 1 3 1 3 2 2 1 1

2 2 4 3 4 1 5 4 5 4 3 5 3 4 5 2 5 2 3 5 4 2

1 1 5 4 2 5 2 3 2 2 1 3 4 5 2 1 3 4 4 1 2 4

5 4 3 2 5 4 3 5 4 3 5 4 5 2 3 4 4 5 5 4 3 5

4 3 2 1 1 2 1 2 1 1 4 2 1 1 4 5 2 1 1 3 5 3

R23 R24 R25 R26 R27 R28 R29 R30 R31 R32 R33 R34 R35 R36

2 2 1 4 2 1 2 2 2 1 3 5 2 2 86

1 5 3 3 3 2 5 4 5 3 5 4 1 5 126 70.00%

3 3 2 1 4 5 3 1 3 2 1 2 3 3 97 53.89%

4 4 5 2 5 4 4 3 4 5 4 3 5 4 143 79.44%

5 1 4 5 1 3 2 5 1 4 2 1 4 1 89 49.44%

Percentage

47.78%

Benchmark: 75% Based on the benchmark of 75% the flavor of Cadbury Dairy Milk appears as the critical product dimension. This does indicate that the products flavor attract the consumers towards Cadbury Dairy Milk. Flavor of the product makes it stand apart in comparison to its competitors. 2. Service

V1-Ease of availability V2-Freepies Variable Responses R1 R2 R3 R4 R5 R6 R7 R8 R9 R10 R11 R12 R13 R14 R15 R16 R17 R18 R19 R20 R21 R22 R23 R24 R25 R26 R27 R28 R29 V1 5 4 4 5 3 4 5 5 4 5 5 4 5 3 4 5 4 4 5 5 4 3 5 4 5 3 4 3 5 V2 3 3 2 4 4 2 3 4 2 3 1 3 2 2 1 2 5 2 3 1 1 2 3 3 2 5 2 1 2

R30 R31 R32 R33 R34 R35 R36 Total Percentage

4 3 4 5 4 3 5 152 84.44%

3 2 3 2 3 1 4 91 50.56%

Benchmark: 65% The benchmark of 65% gives us the service dimension ease of availability as the major service dimension.
3. Image:

V1- Company logo

POSITIONING:
V1-Price level V2- Flavor V3- Availability V4- Brand Variable Responses R1 R2 R3 R4 R5

V1 5 3 1 5 2

V2 4 2 3 2 4

V3 3 5 4 3 5

V4 2 4 5 4 1

R6 R7 R8 R9 R10 R11 R12 R13 R14 R15 R16 R17 R18 R19 R20 R21 R22 R23 R24 R25 R26 R27 R28 R29 R30 R31 R32 R33 R34 R35 R36 Total Percentage

1 3 1 2 1 1 1 2 3 1 2 2 4 5 2 1 2 1 2 1 3 1 2 2 1 2 1 2 1 1 2 72 40.00%

2 4 3 3 2 3 2 5 2 3 5 5 5 4 4 3 3 5 4 5 5 3 3 4 5 4 3 5 5 4 5 133 73.89%

3 2 5 4 3 5 3 4 5 5 4 3 3 3 5 5 4 2 3 3 2 4 5 3 2 5 4 4 3 2 4 132 73.33%

5 5 4 5 4 4 4 3 4 4 3 4 1 1 3 4 5 4 5 4 4 5 4 5 3 3 5 3 4 5 3 136 75.56%

Benchmark: 73.5% Critical Variables Flavor and Brand After ranking the variables we found two critical attributes of Cadbury Dairy Milk through which company positions itself well, at the customer end. Company may

focus on these attributes to increase its market share, where it currently lags and hence is the market challenger.

Positioning Map

High Brand Value

Cadbury Dairy Milk

Bad flavor

Good Flavor

Low Brand value

RECOMMENDATIONS: At the end we came to following conclusions: The upper middle class, middle class of female and middle class of male are the major customers on Cadbury India The products flavor attracts consumers towards Cadbury dairy milk, so the company must continue with its ingredient contents. Ease of availability and positioning has a great importance and played a major role for its market share.