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Master of management studies Academic Year 2013-2014 Under the Guidance of PROF: DHIRAJ KUTE University of Mumbai Changu Kana Thakur Institute of Management Studies & Research Plot No. 1 & 4, Sector-11 Khanda Colony, New Panvel (W) 410206.


This is to certify that the project title MARKETING MIX STRATEGY OF CADBURY is successfully done by during the partial fulfilment of the course master in management studies [MMS-1] under the University of Mumbai through Changu Kana Thakur Institute of Management Studies & Research Navi Mumbai.

PROF.DHIRAJ KUTE (Project Instructor)



I Miss. Student of C. K. Thakur Institute of Management Studies & Research Semester one has completed this project on synopsis of MARKETING MIX STRATEGY ON SALES OF CADBURY. In the academic year 20112012. The information submitted in this project is true & Original to the best of my knowledge.

Signature of Student


This project work, which is my first step in the field of professionalism, has been successfully accomplished only because of timely support of my well wishers. I would like to pay my sincere regards and thanks to those, who directed me at every step in my project work.

First of all, I would like to express my thanks to Dr.S.T.Gadade (director, CKTIMSR) for giving me such a wonderful opportunity to widen the horizons of my knowledge.

I extend my thanks to my project guide Prof. Dhiraj kute for His scholarly guidance, constant supervision and encouragement. It is due to his personal interest and initiative that the project work is published in the present form.

Last but not the least, I would also thank all the staff members of CKTIMSR, friends and parents who have directly or indirectly contributed in making this project a success. It is a tribute for there valuation.

Despite all efforts, I have no doubt that error and obscurities remain that seen to afflict all writing projects and for which I am culpable.


S. no. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 14. 15. 16. 17. 18. 19. Preface Acknowledgement Meaning of Project Executive Summary About the CADBURY Objective of the Project Human Resource Management Facilities Rendered by Company Research Methodology Tools of Analysis Data interpretation by simple percentage table Data interpretation by Two way table Descriptive statistics table Summary of findings Suggestion Conclusion Questionnaire Bibliography TOPIC PAGE NO 3 4 5 7 13 18 19 21 28 29 30 51 54 55 56 58 59 63

Executive Summary The project which I choose is on Cadbury Company which made Confectionery items and different types of chocolate products. The product which I choose is Cadbury Dairy Milk Chocolate. Cadbury is a Multinational Company and its business is worldwide. This project covers the following topics: The introduction and the history of the company, Strategic planning of this company like Vision, mission statement and the customer driven marketing strategies of that company like ( market segmentation, targeting and positioning). The project also covers the Four Ps of marketing (Product, Price, Place and Promotional strategies). It also covers about the Positioning strategy like how company sets its positive position and in the minds of consumers. It also tells about logo, Slogans and about the target market of this product. Cadbury is a leading global confectionery company with an outstanding portfolio of chocolate, gum and candy brands. We employ around 50,000 people and have direct operations in over 60 countries, selling our products in almost every country around the world.

In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of existence, it today has five company-owned

manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). The corporate office is in Mumbai. Our core purpose "creating brands people love" captures the spirit of what we are trying to achieve as a business. We collaborate and work as teams to convert products into brands. Simply put, we spread happiness! Currently Cadbury India operates in four categories viz. Chocolate Confectionery, Milk Food Drinks, Candy and Gum 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, clairs and Celebrations. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world! Our flagship brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer. In the Milk Food drinks segment our main product is Bournvita - the leading Malted Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the undisputed leader. We recently entered the gums category with the launch of our worldwide dominant bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries worldwide. 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. Hardly surprising then that the Cocoa tree is called the Cadbury tree!

Today, we are poised in our leap towards quantum growth. We are a part of the Cadbury PLC, world's leading Confectionery Company. Yes, like we said we will continue to spread happiness! I also give the reference of those websites which provides me relevant material. And the recommendations about this project.

Chapter -01


1. To The aim of this project is to evaluate the marketing strategy of Cadbury's Dairy Milk. 2. To Grow shareholder valueover the long term

3. To Marketing strategy is aimed at achieving this vision by growing the market, by appropriate pricing strategy that will create a mass market and to have offerings in every category to widen the market

4. To do much value to the consumers. To a certain extent consumers are price sensitive.

A) Null hypothesis decreases : If Marketing mix is not proper in the sales

B) Alternative hypothesis: If marketing mix sales are proper in the sales are increases.

Chapter -02
When developing a Megabrand, products are chosen for inclusion on the basis of their compatibility with the brands identity. For Cadbury, the (blocks) chocolate brands were included as they were perceived as variants of Dairy Milk. The core proposition of the new Dairy Milk Megabrand could be described as delivering recipes for lives upbeat occasions i.e. no matter what your humor or the occasion, Cadbury Dairy Milk will provide the perfect accompaniment Two products in the Cadbury range created a dilemma: Wispa and Caramel. Both were standalone products with distinctive identities. Both had a loyal consumer base high should not be abandoned. To incorporate these products into the Dairy Milk range called for a fresh strategy. Both were blocking chocolate and provided a fit with the Dairy Milk Megabrand. Their inclusion provided the opportunity to further leverage. The Dairy Milk Megabrand without alienating loyal consumer s. The new Dairy Milk Bubbly brand benefited from a new name which better conveys the distinctive "mouth feel" of Wispa. The new aerated chocolate product now in square form, which is also easier to break, proved popular. Test showed that 85% of Wispa consumers were likely to buy Dairy Milk showed that 85% of Wispa consumers were likely to buy Dairy Milk, while 89% of Caramel customers indicated their likelihood to buy the new Dairy Milk Caramel. Other range refreshment initiatives involved deleting some products such as Banoffi while incorporating new variants like Cadbury Dairy Milk Orange Shots. This approach will keep the range fresh!!!!!!!


This study provides the data for only Cadbury pricing.

The following study does not represent overall idea of any company. Two months time is not sufficient for study of the topic. The data collected is from secondary source hence it is not 100% accurate. There can be a chance of biasness in the data selection.


Cadbury celebrations: Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dryfruits during festive seasons. Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut butterscotch and caramels.

The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is an exotic range of chocolate covered dry fruits and nuts in various flavours and the premium dark chocolate range which is exotic dark chocolate in luscious flavours.

Cadbury Celebrations has become a popular brand on occasions such as Diwali, Rakhi, Dussera puja. It is also a major success as a corporate gifting brand. The communication is based on the emotional route and the tag line says "rishte pakne do" which fits with the brand purpose of strengthening your relationships with something sweet.

Cadbury five star Cadbury 5 Star needed to introduce an element of surprise in its eat experience to gain share among lapsed consumers. To do this the variant Cadbury 5 Star Crunchy was launchedwhich still had the richness of caramel, chewiness of nougat but also contained rice crispies. In o rder to engage youth the campaign was executed across TV, radio, internet, outdoor and print media.

Cadbury Perk: A pretty teenager; a long line, and hunger! Rings a bell? That was how Cadbury launched its new offering; Cadbury Perk in 1996. With its light chocolate and wafer construct, Cadbury Perk targeted the casual snacking space that was dominated primarily by chips & wafers. With a catchy jingle and tongue in cheek advertising, this 'anytime, anywhere' snack zoomed right into the hearts of teenagers. Raageshwari started the trend of advertising that featured mischievous, bubbly teenagers getting out of their 'stuck and hungry' situations by having a Cadbury Perk. Cadbury Perk became the new mini snack in town and its proposition "Thodi si pet pooja" went on to define its role in the category. As the years progressed, so did the messaging, which changed with changes in the consumers' way of life. To compliment Cadbury Perk's values, the bubbly and vivacious Preity Zinta became the new face of Perk with the 'hunger strike' commercial in the mid 90's.

Cadbury Bournvita : Cadbury was incorporated in India on July 19th, 1948 as a private limited company under the name of Cadbury-Fry (India). Cadbury Bournvita was launched during the same year. It is among the oldest brands in the Malt Based Food / Malt Food category with a rich heritage and has always been known to provide the best nutrition to aid growth and all round development. Throughout it's history, Cadbury Bournvita has continuously re-invented itself in terms of product, packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 50 years.

Cadbury Dairy Milk Caramel is a chocolate bar that is part of the Cadbury Dairy Milk brand and is made by Cadbury UK and Cadbury Ireland. The bar is sold in the United Kingdom and Ireland. The bar was first launched in 1976, originally called Cadbury Caramel until 2003, when it was renamed. In early 2009 it was relaunched, with the Caramel name re-emphasised as the main on-pack brand, and the Dairy Milk brand reduced in size. he product is a Cadbury Dairy Milk chocolate bar semi-divided into blocks each of which has a caramel filling. The blocks vary in shape and number according to the size of the bar, but on all bars, the blocks are stamped with the word Cadbury on the top.

Bar and a Half In June 2009 Cadbury launched the "Cadbury Dairy Milk Bar and a Half" range as a replacement to the Cadbury Dairy Milk "8 chunk" across several Dairy Milk variants. The concept is that the bar is to be more "portionable", so parts of the bar can be "saved for later" although the bar is the same as the old 8 chunk but in Fruit and Nut, Whole Nut and Standard. This bar has the new logo and packaging. A similar technique has been introduced with Cadbury Double Decker and Cadbury Boost bars. However instead of larger bars, two separate bars are packaged together and are called "Duo". Both brands received a packaging refresh at the same time.

Cadbury Boost is a chocolate bar made by Cadbury Ireland in the Republic of Ireland, and sold in the UK by Cadbury UK and also sold in Australia and South Africa. Its wrapper says that it consists of milk chocolate with caramel and biscuit filling. The wrapper also states that Boost is "Charged with glucose."

Chapter -03


LITERETURE: MHRM book author Philip kotler page no. 21 Promotion, place, price, and product. Promotion refers to what activities you do to promote the product. This can be through advertising, public relations, trade shows, etc. basically, it means anything that you do to call attention to your product and drive sales.

Perreault, Jr. & McCarthy, 2004, page no. 38 Dividing the multitude of marketing variables or mix into four distinct categories makes it much easier to formulate a marketing strategy. The four categories are (1) product, (2) place, (3) price, and (4) promotion, and are commonly called the four ps. Note also that the client is not part of, but rather is the target of the marketing mix.

Cadbury's holds its price, despite its troubles

Independent, The (London), Nov 17, 2006 by Andrew Dewson

Some traders are convinced that something is going on at Cadbury Schweppes. Despite a "sell" recommendation from the broker Goldman Sachs on Wednesday and yesterday's confirmation of an investigation into alleged accounting malpractice at its 50 per cent-owned Nigerian operations, the shares still managed to close in positive territory.

The Nigerian operation is a tiny part of Cadbury's business, but the market never likes to get wind of accounting problems. EMI Group shares lost more than 15 per cent when it discovered accounting fraud at its Brazilian operations three weeks ago - the shares have still not recovered.

Cadbury's closed 5p firmer at 532p, valuing the group at more than [pound]15bn, including debt. The word among traders is that Cadbury's is poised to face a take over, most likely from a private equity group, in what would be the largest ever UK buyout. Traders said a change of management might be the best way for it to move forward and that could mean an attempt to take it into private hands.

The insurance sector remained in focus following Legal& General's promise to return [pound]1bn to investors and a round of corporate activity speculation. The Swiss investment bank UBS raised its target for the shares to 165p as it reiterated its "buy" advice, sending the shares 3.25p better to 149.75p. Meanwhile, Royal& SunAlliance firmed another 1.5p to close at 153p as bid talk continued to do the rounds.

It has been five years since shares in Aggreko traded at 400p; the power supply group's stock collapsed to 100p in late 2001, but the turnaround looks to be complete. A bullish trading update yesterday surprised even the most upbeat analysts. ABN

Amro, Citigroup and Evolution Securities published upbeat notes as the shares climbed 19p to close at 404p. Shares in the London Stock Exchange had another bad day on the back of news that a consortium of investment banks is putting together a rival exchange. The shares fell through 1,200p for the first time since the beginning of September before a late afternoon rally saw the stock close 4p worse at 1,230p.

Chapter -04


It refers to the method adopted to collect the relevant data and other information, which forms the basis of the thesis writing. So for the effective writing of the thesis report, the data must be quality oriented. My research is divided into two stages:

STAGE I: Data Source

Primary Data- The relevant information has been generated from the medium of interviews. Interview had been very helpful in analyzing the information collected from secondary data. Secondary Data- Secondary data represents information that already exists somewhere, having been collected for another purpose. The secondary data sources that came to be utilized by me in these were as followsI Internal Sources- In-house magazine - Annual Reports of the banks

- Corporate magazines (Business baron, Times, Business Today) etc II. External Sources- Library - Fore school library - Internet services STAGE II: Analysis in this stage all the collected data had been analyzed and then a Report had been written.

Chapter -05 Company profile

Throughout history chocolate has been associated with romance and sharing. Today the richness and smoothness of Cadbury chocolate is what makes it one of the world's favourite treats.

Discover everything here that you want to know about Cadbury and chocolate, from historical facts to delicious recipes. Youll also find facts about our exciting new product such as Cadbury snaps and Cadbury dairy milk wafer.

Think delicious chocolate, think Cadbury.

History of the company

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.

Learn about the fascinating history of chocolate: How cacao is the Mayan word for God Food; when and how chocolate was first introduced to Europe; how xocolatl a bitter frothy drink, beloved by Montezuma- made the transaction into food centuries later, how its reputation for heightening pleasure made it the stuff of myth and legend.

Discover the history of Cadbury, from its social pioneering to the perfection of the recipe for Cadbury Dairy Milk; first launched in 1905, and still a market leader today. Find out all there is to know about making chocolate, and amaze yourself with the brand stories and brand timeline that show how many Cadbury brands have been favourites since the early 1900s

When chocolate finally reached England in the 1650s, the high import duties on cocoa beans meant it was a drink only for the wealthy. Chocolate cost the equivalent of 50-75 pence a pound (approximately 400g), when pound sterling was worth considerably more than it is today. Gradually chocolate became more freely available. In 1657, London's first Chocolate House was opened by a Frenchman, who produced the first advertisement for the chocolate drink to be seen in London:

The history of Cadbury as manufacturers of chocolate products in Birmingham dates back to the early part of the 19th century, when John Cadbury opened a shop in the centre of the city, trading as a coffee and tea dealer. Soon a new sideline was introduced - cocoa and drinking chocolate, which he prepared himself using a mortar and pestle. His lifelong involvement with the Temperance Society led him to provide tea, coffee and cocoa as an alternative to alcohol, believed to be one of the causes of so much misery and deprivation amongst working people in Britain at that time.

Fashionable chocolate houses were soon opened where the people could meet friends and enjoy various rich chocolate drinks, many of which were

rather bitter to taste, while discussing the serious political, social and business affairs of the day or gossiping

The Cadbury family were closely involved in the evolution of drinking chocolate. From his grocery shop in Birmingham, where he sold mainly tea and coffee, John Cadbury started preparing cocoa and drinking chocolate, using cocoa beans imported from South and Central America and the West Indies. He experimented with a mortar and pestle to produce a range of cocoa and drinking chocolates with added sugar.

By 1831 the cocoa and drinking chocolate side of the business had expanded, so he rented a small factory in Crooked Lane not far from his shop and became a 'manufacturer of drinking chocolate and cocoa'. This was the real foundation of the Cadbury manufacturing business as it is today. The earliest preserved price list of 1842 shows that John Cadbury sold sixteen lines of drinking chocolate and cocoa in cake and powder forms. Customers would scrape a little off the block and mix it with hot milk or water. A solid chocolate for eating was introduced by John Cadbury in 1849, which by today's standards wouldn't be considered very palatable.

In 1866 George Cadbury (John 's son) brought to England a press developed in Holland by Van Houten. The press changed the face of cocoa and chocolate production, as it was designed to remove some of the cocoa butter, enabling a less rich and more palatable drink to be produced. There was no longer any need to add the various types of flour and Cadbury's new cocoa essence was advertised as 'Absolutely pure...therefore Best'.

Established by Richard and George Cadbury, two Victorian businessmen with great industrial and social vision, Bourneville Village is a story of industrial organization and community planning covering well over a century. It embraces the building of a factory in a pleasant 'green' environment (in stark contrast to the oppressive conditions of the Victorian industrial scene), the enhancement of employees' working conditions and overall quality of life and the creation of a village community with a balanced residential mix (both employees and non-employees).

George Cadbury was a housing reformer interested in improving the living conditions of working people in addition to advancing working practices. Having built some houses for key workers when the Bourneville factory was

built, in 1895 he bought 120 acres near the works and began to build houses in line with the ideals of the embryonic Garden City movement. Motivation for building the Bournville Village was two-fold. George Cadbury wanted to provide affordable housing in pleasant surroundings for wage earners. But as the Bournville factory grew, local land increased in value and was ready to fall into the hands of developers. The last thing the brothers wanted was that their 'factory in a garden' would be hemmed in by monotonous streets.

Dame Elizabeth Cadbury was involved in the planning of Bourneville with her husband, George. Her memoirs tell us how these plans became reality: "When I first came to Birmingham and we were living at Wood Brooke, morning after morning I would walk across the fields and farmland between our home and the Works planning how a village could be developed, where the roads should run and the type of cottages and buildings.

Gradually this dream became reality, houses arose and many of the first tenants being men in Mr Cadbury's Adult School Class - which met every Sunday morning at 8.00am in Bristol Street - who had previously lived in the

centre of the city and had never had a garden. Also workers in the factory became tenants.

They too enjoyed their homes in the healthy surroundings, cultivating their gardens, rewarded in many instances by splendid crops of apples from the belt of apple trees which each tenant found at the bottom of his garden."

The consequent availability of cocoa butter led to the development of the smooth creamy chocolate we know today.

Manufacturing process

Cadbury makes a variety of chocolates for different purposes but the two main types are Cadbury Dairy Milk, milk chocolate and Cadbury Bourneville plain chocolate.

The taste and texture of Cadbury chocolate are based on long traditions of expertise in recipe and processing unique to Cadbury. Techniques are

improving all the time and new technology enables the whole process to be finely tuned to match evolving tastes and preferences.

Production starts at the Chirk cocoa factory, where the highest quality cocoa beans are processed to produce cocoa mass containing 55% cocoa butter plus extracted cocoa butter, the basis for all chocolate products.

When plain chocolate is made the 'mass' goes straight to the Bourneville factory in Birmingham while the 'mass' for milk chocolate production is taken to the Cadbury milk factory at Marl brook, Herefordshire, in the heart of English dairy country.

At the milk processing factory fresh liquid full cream milk is cooked with sugar and condensed to a thick liquid. Cocoa mass is added, making a rich creamy chocolate liquid, which is then evaporated to make milk chocolate crumb. As these ingredients are cooked together the very special rich creamy taste of Cadbury chocolate is produced. 95,000 tonnes of crumb a year are produced at Marl brook to be made into chocolate at the Cadbury chocolate factories at Bourneville, Birmingham and Somerdale, Bristol.

On arrival at the chocolate factory the crumb is pulverized by heavy rollers and mixed with additional cocoa butter and special chocolate flavorings. The amount of cocoa butter added depends on the consistency of the chocolate required: thick chocolate is needed for molded bars, while a thinner consistency is used for assortments and covered bars.

In the UK up to 5% vegetable fat is added to compensate for variations in cocoa butter, allowing the melting properties of the chocolate to be controlled to a precise standard, and preserving the full taste and texture of the chocolate. Cadbury use carefully selected vegetable oils similar in nature to cocoa butter: African Shea, Indian Sal and Malaysian Palm oils are all part of the recipe.

Both milk and plain chocolate, which has had sugar and cocoa butter added to the mass before pulverizing, undergo the same final special production stages, producing the famous smoothness, gloss and snap of Cadbury chocolate.

Cadbury Dairy milk

The story of Cadbury Dairy Milk started way back in 1905 at Bourneville, U.K., but the journey with chocolate lovers in India began in 1948.

The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of Cadbury Dairy Milk.

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

Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater to the urge for 'something sweet' after meals.

Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of milk chocolate and white chocolate. Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury.

Chapter no .6 FINDING AND ANALYSIS Questions for consumer


Have you ever tried Cadbury?

Yes I have. Very Moorish!!!!

80 70 60 50 40 30 20 10 0 1 yes no

The above table indicates that 100 % people are ever tried Cadbury

Q.2). Do you daily have Cadbury?

80 60 40 20 0 1 yes no

The above table indicates that 24 % people said yes 76% people said no

Q.3). Do you prefer to eat Cadbury?


Do you prefer to eat Cadbury?

yes 94% no 10%



The above table indicates that 94 % people said yes 6% people said no Q.4). Which brand comes to your mind when you hear the word Chocolate?

Cadbury Nestle Amul Others

Cadbury Nestle Amul Parle Others

42% 35% 10% 8% 5%

Q.5). Are

you aware with the following brands of chocolates?

Parle Amul 1 Nestle Cadbury








The above table indicates that The number of people are aware about the Cadbury product 56% above Then nestle up to 24%
Q.6). Have

you seen Cadbury advertising campaigns?

10% no 0% yes , 94% no , 10% 20% 40% 60%




The above table indicates that Number of people are they seen the Cadbury advertising campaigns

Q.7). Which Cadbury slogan/tagline comes to your mind first?

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Shubh aarambh Khaane waalon ko khaane ka bahana chahiye Kuch meetha ho jaye Kya swaad hai zindagi mein


The above table indicates that There are most popular tagline comes to your mind first customer kya swaad hai zindagi mein Tehn after shubh aarambha was most popular tagline. Q.8). What Cadbury advertisements are most appealing?
1 0.8 0.6 0.4 0.2 0 1 2 3 4 Outdoor (hoardings, billboards etc.) 5% Print 10% What Cadbury advertisements are most appealing? Television 65%


The above table indicates that This chart indicated most the people are seen the advertisement on television ,& redio .

Q.9). which product of Cadbury you like the most?

Which product of cadbury you like the most?

100 50 0 Dairy milk Five star Nuties Byets Series1 Percentage



The above table indicates that

Dairy milk Five star Nuties Bytes 50% 20% 7% 25%

There are most popular brand are Cadbury dairy milk. Q.10). Did you think the Cadbury product price is reasonable? Higher Medium Lower


The above table indicates that This table indicated to price are reasonable.

Q.11). What is your opinion about the Cadbury test it should be improved or not? Good Better Best Improve Cant say YES YES


The above table indicates that This table indicated the product is improved. Q.12). Did you think Cadbury should launch more verities in products?

Did you think Cadbury should launch more verities in products?

no 15%

yes 85%


The above table indicates that The customer say they want to improve quality and launch the more verities because now days people are buy which is new product in market. There are 85% people said yes. 15% people said no.

Q.13). Did you think Cadbury has taken over all the markets?

Cadbury has taken over all the markets?

80% 60% 40% 20% 0% 70% yes 30% no Series2 yes 70% no 30%


The above table indicates that This chart indicated to people says 70% of market is taken the Cadbury. And remaining people say of 30% the Cadbury has not taken all over market. Q.14). Why did you like Cadbury in respect of all other products? Test Price Quality



The above table indicates that Because its test are good rather then other Cadbury. And its price is also affordable to buy the Cadbury. It is also available in different varieties. And qualities are best.

Q.15). Did you think Cadbury is Indias no.1 chocolate? & Why?
80% 70% 60% 50% 40% 30% 20% 10% 0% 1 yes no


The above table indicates that This table indicated to 75% people are says Cadbury is Indias no. 1 chocolate. And 25% people say Cadbury are not no.1 Indias chocolate.

Question for retailers

1) Do you sale Cadbury?
1 0.8 0.6 0.4 0.2 0 1 yes 99% no 1%


The above table indicates that This table indicated those 99% retailers are sale the Cadbury. And 1% of retailers are not sale Cadbury.

2) Which is the most preferred brand in chocolate?

Cadbury Nestle Amul Others


The above table indicates that This table indicated that the Cadbury product are most prefer by consumer there are 50% people are buy this Cadbury.

Then nestle is 2nd n. brand after the Cadbury it is 30% people are buy this Cadbury. Then amul is also famous brand it is 10 % people are buy this Cadbury And other is 10% people are buy this Cadbury.

3) Is the distribution of Cadbury satisfactory?

120% 100% 80% 60% 40% 20% 0% 1 no 0% yes 100%

INTERPRETATION: The above table indicates that This table indicated that distributors are happy they are satisfy 95% 5% that distributors are not happy.

60% 50% 40% 30% 20% 10% 0%

Which variant of Cadbury is preferred by the retailer?

cadbury 55% nestle 30% amul 10% parle 5% other 10%

The above table indicates that This table indicated that the most of retailer are preferred 55% Cadbury. Then 2 nd no. of nestle 30% are preferred. And amul is 10% are preferred by retailer. Parle are 5% preferred by retailer. Other brands are 10% preferred by retailer. 5) Do you face any problem in dealing with Cadbury?
120% 100% 80% 60% 40% 20% 0% 1 yes 100% no 0%

The above table indicates that This table indicated that the retailer have no problem with dealing it may indicated that that 100% .

6) Does the price change affect the buying behaviour?

120% 100% 80% 60% 40% 20% 0% 1 yes 100% no 0%


The above table indicates that This table indicated that there are no price effect on buying behaviour ? 7) Which brand is a threat to Cadbury?
Cadbury Nestle Amul Parle Other

May be nestle

May be other

The above table indicates that This table indicated that the may be in future if nestle will be threat to the Cadbury. Because no.1 is Cadbury it also threat to Cadbury may be nestle will be threat to the Cadbury in future.

8) Does nestle chocolates sale most? If yes then why?

Nestle Yes No

9) How much margin do you get?

100% 50% 0% 1

5-10% 85% 10-15% 15% 15-20% 0% 20-25% 0%

The above table indicates that This table indicated that the retailer are get margin 5-10% . And some retailer get 10-15% of margin Retailer are satisfied with the margin.


Your suggestion for the company?

Chapter -07
CONCLUSION In todays competitive business environment brands have assumed a role of growing importance. They can differentiate a companys products and customer loyalty, helping to sustain profitability in the long term. The Cadbury Dairy Milk brand has evolved into a Megabrand incorporating a range of products each with their own identity, but now under the Dairy Milk brand. This initiative is intended to leverage the strength of the Cadbury Dairy Milk brand to the full. The strategy involved a packaging and range refreshment strategy which has resulted in a unified innovative Dairy Milk brand. Having exceeded initial sales tar gets by a considerable margin, the strategy can be considered a success! Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does "branding" mean? How does it affect a small business like yours? Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors'. Your brand is derived from who you are, who you want to be and who people perceive you to be. Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, highvalue option? You can't be both, and you can't be all things to all people. Who you are should be based to some extent on who your target customers want and need you to be. The foundation of your brand is your logo. Your website, packaging and promotional materials--all of which should integrate your logo--communicate your brand. Branding is all important for those of use who want to be recognized for their name, business idea, business or product. Like the big name brands such as Sony, Amazon, Google, Yahoo, etc. business professionals such as freelancers, product developers, writers, pro-bloggers all need a brand to be instantly recognized by. For most, the brand name is either their own name, or else the name of the product they developed. Not only will others know who they are dealing with,

but if we brand ourselves properly, then our name will be a synonym of quality further down the track. We all know that big name bloggers such as ShoeMoney, John Chow, Yaro Starak, Maki and Daren Rowse have managed to do just that. They branded themselves through continuously using their own name or that of their website.

Chapter -08

Price plays an important role in the purchase of a product like dairy milk they have introduced dairy milk the most popular chocolate in Rs.5 also which is within the reach of every customer. Consumer prefers quality goods at lower price like Cadbury people just introduced bytes, which is a snack, which is sweet. Consumer is loyal to brand so its necessary to pay attention to the brand image. In todays world most of the people see the image of the product and then purchase it. So its necessary to make an image in market. Consumer prefers those goods whose advertisements are shown on television. Price should be according to the competitors price .i.e the price of Cadbury should be less or same as the competitors price. .


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1) Training department should be their in the company, if not possible then this responsibility should be assigned to the Pilot Plant. So that when ever required training should be imparted to the employees under the simulated conditions. It will enhance performance of the employee and overall profitability of the company. By doing so the company can avert miss happenings, as it has faced in the month of April. 2) Most of the workers are school level. Since they have to work in a very risky environment with dangerous chemicals, so their education level should be a little bit high. For this company should tie up with some trust or school to provide part time education to the employees. This will enhance their analytical ability, level of understanding and so on. This will help the employees in doing their work efficiently and effectively and thus ultimately enhance the growth of the company. 3) Job rotation may be introduced to give the employees a diverse background. 4) Company should extend its scope of selection from reference of employees to other like campus placement, advertisements, e-recruitment etc. 5) Rest rooms should be maintained and cleaned properly. 6) Some employees are not satisfied with the promotion policy. They complained against the diplomatic behavior of their seniors. Thus they suggest that promotions should be given only in genuine and fair cases and not on the basis of references of the respective heads or on the basis of liking towards any specific employee. 7) Another way through which the HR can become more effective is by engaging the department into other activities other than housekeeping, salary making or other admin work. Sessions like readers Session and meditational sessions. Such activities will not only help the HR department to come up with a change in its day to day activities but the employees too will get a change to get a kind of stable state of mind, peace of mind and would like to share their knowledge with each other. The employees will come to know facts that they didnt knew earlier.

Not only this but a Gathering Sessions can be conducted where the employees can come with their families and this will help to create a sense of close bonding with each other and ultimately a sense of belongingness. 8) It has been found that as such in spite that the GUTKHAS AND PANMASALAS are not allowed in the organizational premises and strictly not in the plant area still employees carry such restrictive materials in the company as well as in the plant. Apart from this mobile phones are also not allowed in the plant area as such the vibrations of the mobiles in certain sensitive areas cause severe effect on the material being manufactured.

Hence as per the research study for around I would strongly recommend that the entry of prohibited eatables should not be allowed to the company premises. This is the responsibility of the security so as to conduct the checking at the security gate properly so that mobile phones or other restricted eatables are not made to enter the company premises. For this I would strongly recommend that smoking censors or the mobile censors should be implanted in the plant areas so that continuous watch can be kept over the workers as well as the unauthorized staff members who carry cell phones or restricted eatables in the plant premises.