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CERTIFICATE

This is to certify that Miss HARSHA HARJANI of TOALNI MANAGEMENT

COLLEGE has successfully completed the project work titled CADBURY DAIRY

MILK.

This project is the record of authentic work carried out during the academic year

2009-10.

Mr. BHAVESH VANPARIA HARSHA.L.HARJANI

Subject Teacher student


Cadbury India's five factories in India churn out close to 8,000 tones of chocolate and the
company sells a million bars every day.
But Bharat Puri, managing director of Cadbury India will never forget the batch of Dairy
Milk chocolates numbered 28F311 manufactured last year at the company's plant in
Thane, near Mumbai.
That was the worm-infested batch that triggered a crisis for the company that had always
prided itself on its squeaky clean image.
The timing of the controversy couldn't have been worse. Festival season sales (Cadbury
sells almost 1,000 tonnes of chocolates during Diwali) plummeted 30 per cent.
Until then, in the country's FMCG sector plagued by slow, low single digit top line and
bottom-line growth, Cadbury was a sweet exception. But its net profit in 2003 dipped 37
per cent to Rs 45.6 crore (Rs 456 million) as compared to a 21 per cent increase the
previous year.
Now, a year later, Cadbury says that consumers have long forgotten the controversy and
are back to their merry chocolate-chomping ways.
"Sales are back to the pre-controversy levels. Consumer confidence in the product is back
and there has been a steady progression in sales," says Sanjay Purohit, head (marketing)
Cadbury India. The company expects to close the year with a high double digit sales
growth.

COMPANY OVERVIEW

Cadbury began its operations in 1948 by importing chocolates and then re-packing them
before distribution in the Indian market. After 59 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, Kolkata and Chennai). The corporate office is in Mumbai.

Our core purpose "Working together to create 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 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! 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 Bourn vita - 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.
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.
Use our milestones to view Cadbury history at a glance; discover how the company grew
and when the key products were introduced. See how a small family business developed
into an international company and how the high standards of the Cadbury brothers were
combined with the most sophisticated technology, skills and innovation.
OBJECTIVES 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 given much preference or which are the most
favourable one.
5. To find out the consumers feedback i.e. improvement required or suggestion given

Pest analysis

Demographic factor:-
➢ Population growth:-choclates has wide impact on population growth.
➢ Educational groups:-target population is all age groups but the education
group will have more influence on it.As tis is used as 2 celbrate events
such as birthday,days....
➢ Population age mix:-both men and women would like 2 prefer dairy milk.
➢ Household patterns:-consumption and need is according to the household
patterns.

➢ Population age group:-


Preschools:-5%
School-age:-15%
Teens:-40%
25-65:-38%
65+:-2%
Political factor:-

• If governmentincreases the tax rate on chocolates than customer have 2 pay


more 4 it
If tax increase by10% than normal dairy milk of 5 rs will be of 5.50.than also little effect.
• If some party such as congress comes into power than it will affect positively or
negatively depending on tax and norms.
• If inflation rate increases than it will affect fmcg sector so dairy milk also will be
affected.

Economic:-
In festival seasons the demand of chocolates increases. The more salary will affect on
buying power of chocolates.

Willingness to buy:-demand of chocolates will depend on the persons willingness to buy


.this will depend on the quality of the dairy milk and need.
Taste and prefence:-Cadbury has wide variety of products and 1 of them is dairy milk
chocolates and so diifferent variety of it such as fruit and nut, rasins, almond.so the
demand will be according to the taste and preferences of the variety.
Income:-variation in income will affect positively or negatively on dairy milk. More the
income than more will people buy.
Social:-
Social factors includes such as norms, belifs, values of the company.cadbury dairy milk
has created the positive impact on customers in terms of belief and values.
Cadbury dairy milk also fulfills the social responsibilities.

Advertisement:-dairy milk in every 6 months renew its add and by advertisement has
proved that it is can be consumed by all age of peoples.
The type of advertisement also affects the buying interest on customers. They get known
about new products and variety.

Events”-marriage, bithday, get 2 gather, etc

Technological:-- milk quality can be improved much by technology.


Refrigeration power can be improved by new technology so that cold
storage product such as dairy milk and other milk products can be stored well and long 4
much more time.

Marketing research process:-


Step-1
Define the problem:-
1) management problem
• Increase sales and profit

2) Research problem:-
It is a part of management but it is a specific
situational and time oriented. As per my product i have identify the research problem that
is poor quality of milk used.

Step-2
Develop the research plan
Collect the primary and secondary information.
Step: 3 Collect the Information
Step: 4 Analyze the Information
Step: 5 Present the Findings
Step: 6 Make the Decision

Table No. 1: -
Awareness about Cadbury Product

Awareness No. of Respondent Percentage


Yes 30 100%
No 0 0%
Total 30 100%
Graph No.1: -

Table No.2: -
Discovery of Cadbury

Discover No of respondent Percentage


Advertisement 20 67%
Mouth publicity 2 6%
Saw in the shop 5 17%
Other 3 10%
Total 30 100%

Graph No. 2: -

Table No. 3: -
Product Line Prefer

Prefer No of respondent Percentage


Chocolate 15 50%
Beverage 5 17%
Candy 7 23%
Snacks 3 10%
Total 30 100%

Graph No.3: -

Table No. 4: -
Consumption of chocolate

Consumption No of respondent Percentage


Dairy Milk 17 57%
Gems 4 13%
Temptation 2 7%
5-Star 7 23%
Other 0 0%
Total 30 100%

Graph No. 4: -

Table No. 5: -
Purchasing of Cadbury product

Purchasing No of respondent Percentage


Once a week 18 60%
Twice a week 3 10%
Thrice a week 3 10%
Regularly 6 20%
Total 30 100%

Graph No.5: -

Table No. 6: -
Price Range

Economical No of respondent Percentage


Yes 29 97%
No 1 3%
Total 30 100%

Graph No.6: -

Table No. 7: -
Feature for Purchasing Cadbury

Feature No of respondent Percentage


Taste 21 70%
Better Packing 5 16%
Product Repntation 3 11%
Other 1 3%
Total 30 100%
Graph No.7:-

Table No. 8: -
Availability of Cadbury

Availability No of respondent Percentage


Very MuchAvailable 28 93%
QuiteAvailable 2 7%
HardlyAvailable 0 0%
Total 30 100%

Graph No.8: -

Table No. 9: -
Satisfaction with the Product

Satisfaction No of respondent Percentage


Yes 29 97%
No 1 3%
Total 30 100%

Graph No.9: -
Table No. 10: -
Manufacturing & expiry date

Price No of respondent Percentage


Yes 13 43%
No 17 57%
Total 30 100%

Graph No.10: -

Table No. 11: -


Prefrence of the Product as Gift on Occasion

Gift No of respondent Percentage


Yes 19 63%
No 11 37%
Total 30 100%
Graph No.11: -

Table No. 12: -


Comparistionwith other Products

Comparistion No of respondent Percentage


The Best 13 43%
Better 15 50%
Worse 2 7%
Total 30 100%

Graph No.12: -

Table No. 13: -


Comparistionwith other Brand

Comparistion No of respondent Percentage


Nestle 14 46%
Parle 6 20%
Amul 9 30%
Other 1 4%
Total 30 100%
Graph No.13: -

Cadbury Brands:
 Chocolates
 Snacks
 Beverages
 Candy
SNACKS:
Bytes
BEVERAGES
Bournvita
CANDY
Halls

CHOCOLATES
Dairy Milk
5 Star
Perk
Celebrations
Temptation
Eclairs
Gems
DAIRY MILK

The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the
journey with chocolate lovers in India began in 1948.
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.
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.
Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.

5 STAR

the second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Star
moves from strength to strength every year by increasing its user base.
Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat
inside, Cadbury 5 Star has re-invented itself over the years to keep satisfying the
consumers taste for a high quality & different chocolate eating experience.
One of the key properties that Cadbury 5 Star was associated with was its classic Gold
colour. And through the passage of time, this was one property that both, the brand and
the consumer stuck to as a valuable association.
More recently, to give consumers another reason to come into the Cadbury 5 Star fold,
Cadbury 5 Star Crunchy was launched. The same delicious Cadbury 5 Star was now
available with a dash of rice crispies.
PERK

Cadbury launched 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 the rise of more value-for-money brands in the wafer chocolate segment, Cadbury
Perk unveiled two new offerings - Perk XL and XXL. In 2004, with an added dose of
'Real Cadbury Dairy Milk' and an 'improved wafer', Perk became even more irresistible

CELEBRATIONS
Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and
dry- fruits 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.
TEMPTATION

Cadbury Temptations is a range of delicious premium chocolate in five


flavours variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, Black
Forest and Old Jamaica.
5. FORECASTING AND ESTIMATING DEMAND.

Survey of Buyers’ Intentions: In the FMCG products 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 Opinions: 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 in a
new distribution channel or territory.

6. CONSUMER BUYING BEHAVIOR FACTORS AFFECTING TO CADBURY DAIRY


MILK.
All marketing starts with the consumer. So consumer is a very important person to a
marketer. Consumer decides what to purchase, for whom to purchase, why to purchase,
from where to purchase, and how much to purchase. In order to become a successful
marketer, he must know the liking or disliking of the customers. He must also know the
time and the quantity of goods and services, a consumer may purchase, so that he may
store the goods or provide the services according to the likings of the consumers. Gone
are the days when the concept of market was let the buyer’s beware or when the market
was mainly the seller’s market. Now the whole concept of consumer’s sovereignty
prevails. The manufacturers produce and the sellers sell whatever the consumer likes. In
this sense, “consumer is the supreme in the market”.
As consumers, we play a very vital role in the health of the economy local, national or
international. The decision we make concerning our consumption behavior affect the
demand for the basic raw materials, for the transportation, for the banking, for the
production; they effect the employment of workers and deployment of resources and
success of some industries and failures of others. Thus marketer must understand this.

Preference (or "taste") is a concept, used in the social sciences, particularly economics. It
assumes a real or imagined "choice" between alternatives and the possibility of rank
ordering of these alternatives, based on happiness, satisfaction, gratification, enjoyment,
utility they provide. More generally, it can be seen as a source of motivation. In cognitive
sciences, individual preferences enable choice of objectives/goals.

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 it is very necessary to depart its concentration towards consumer
preference

Convenience: It is one type of consumer-goods classification. There are three types of


convenience. Those are as follows:
1. Staple: These types of goods are purchased on a regular basis or once or twice in a
month. A planning may be required before purchasing such type of goods. But for
purchasing Cadbury dairy milk no such planning required, so it does not come under
staple goods.
2. Impulse: These types of goods are purchased without any planning or search effort.
Whenever we feel like buying them we can easily buy them. Similarly for purchasing
Cadbury dairy milk no planning required and we can easily find them anywhere
whenever we need it. So the Cadbury dairy milk are Impulse goods.
3. Emergency: These types of goods are purchased when there is a need is urgent. But for
buying Cadbury dairy milk there is no such type of emergency. So Cadbury dairy milk do
not come under Emergency goods.

7. IDENTIFY MARKET SEGMENT OF CADBURY DAIRY MILK.


Targeting a group of customers who share a similar set of needs and wants.

Segmenting Consumer Markets: There are basically four types of segmentation. Those
are as follows:
 Geographic
 Demographic
 Psychographic
 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 4-50 years.
 Gender: For purchasing Cadbury dairy milk gender doesn’t matter. Cadbury dairy
milk are for all types of 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 an
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 Roles: The decision role is played by the children’s and youngsters.
They play an important role in taking the decision of when to buy the Cadbury
dairy milk.
 Occasions: For purchasing the Cadbury daiy milk no special occasions are required.
People can easily purchase it on regular basis also if they need it. Also occasions such as
diwali, rakshabandhan has lot increase in sales of dairy milk.
 Benefits: Cadbury dairy milk is easily available anywhere when we need it. The supply
chain of Cadbury dairy milk is very good. Also it a quality conscious. So there are two
main types of benefits given by Cadbury dairy milk are supply and quality.
 User Status: There are mainly the regular users found in the user status of Cadbury dairy
milk.
 Usage Rate: The user rate is heavy in the behavioral segmentation of Cadbury dairy milk.
 Buyer-Readiness: There is mainly the intending to buy type of readiness status.
 Loyalty Status: There is mainly the absolute loyalty status.
 Attitude: There is an enthusiastic type of attitude of the buyers.

Segmenting for Business Markets


 Demographic:
 Operating Variable
 Purchasing Approaches
 Situational Factors
 Personal Characteristics
Models of Sequential Segmentation
 Stage of decision
 First-time prospects
 Novices
 Sophisticates
 Orientation
 Price-oriented
 Solution-oriented
 Strategic-value
Steps in Segmentation Process
 Needs-based segmentation
 Segment identification
 Segment attractiveness
 Segment profitability
 Segment positioning
 Segment acid test
 Marketing mix strategy

Effective Segmentation Criteria


 Measurable
 Substantial
 Accessible
 Differentiable
 Actionable

8. SELECT BRAND ELEMENT OF Cadbury dairy milk.


Brand elements are those trademark able 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 “slogan. There are certain types
of brand element listed below:
 Brand names:
 Slogans
 Characters
 URLs
 Logos
 Symbols
Brand Element Choice Criteria: There are following criteria for choosing brand element.
 Memorable: The brand element must be such that can be easily recalled and
recognized by the buyer like Cadbury dairy milk.
 Meaningful: The brand element must be credible and suggestive of the
corresponding category. And Cadbury dairy milk have such type of meaningful
brand element.
 Likeability: Cadbury dairy milk has a most likable brand element by visually and
verbally both.
 Transferable: A Cadbury dairy milk has such a brand element which will help it to
introduce a new product in the same or different categories. Its brand element
adds brand equity to the product of it.
 Adaptable: Cadbury dairy milk brand element is easily adaptable and updatable.
Cadbury dairy milk when launched the new flavors and new packing it was easily
accepted by the buyers.
Protectible: The brand element of Cadbury dairy milk is legally protectible. Cadbury
dairy milk have a unique identity in the market, so it also has a competitive
protectability.

Cadbury Case
Cadbury: The Brand
• Leader since setting up in Ireland >70 years ago
• Undisputed market leader with a 48%SOM

The Cadbury Family Range


Cadbury Case
• Identify:
– Family Brand Names
– Individual Brand Names
– Combination Brand Names
• How would you visually identify Cadbury
Dairy Milk as a Megabrand?

Cadbury Case
• The Cadbury Dairy Milk brand accounts for 33%of
Cadbury’s total chocolate sales
• Number one confectionery brand in the market
• Cadbury made a strategic marketing decision:
– to leverage the value of the Dairy Milk brand (i.e. optimize the market
potential of the brand by elevating it to a Megabrandor range brand
• Cadbury wished for The Cadbury Dairy Milk brand to be
stretched to become its own family brand.
Cadbury Case
• Scope of the Megabrand
– products chosen for inclusion based on
compatibility with the brand’s identity. e.g. the
moulded (blocks) chocolate brandswere 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 life’s upbeat occasions - i.e. no matter what
your humour or the occasion, Cadbury Dairy Milk will provide the
perfect accompaniment’!

Cadbury Case
• Cadbury uses a combination brand strategy.
• The family brand, Cadbury is linked with its
famous sub-brands, i.e. Cadbury Crème Egg
• The family brand identity is firstly
communicated by the packaging with the
Cadbury corporate purple colour and the
distinctive Cadbury script logo.
• The sub brand is then distinguished by its own
individual script.

LOGOS:-“pappu pass hogaya”


“Kuch meetha ho Jae”
9. DEVELOP 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 raise and fall at different stages.
• Product required different marketing, financial, manufacturing, HR and resource
strategy in each life cycle stage.

INTODUCTION

GROWTH

10. HOW WILL BE CADBURY DAIRY MILK DIFFERENTIATED FROM


COMPETITORS IN THE MARKET?
 Product form: They were not sure of raising this huge money, but he is firm of
doubling his brand size in the overseas markets. It shows that they were more
conscious towards brand size. They have also decided to change the physical
structure of the product but already the product is so popular that they decided to
reject this decision.
• Features: The feature of Cadbury dairy milk is such which is not so easy for the
competitors to copy it. It has an unique type of feature. The introduction period
for introducing a new feature of Cadbury dairy milk is also very short.

• Customization: Marketers can differentiate products by making them customized


to an individual but Cadbury dairy milk does have a customized product because
they have a good brand element due to which they are able to sale the product
easily in the market. They have produced wowie for childrens,celebrations 4 gifts,
and also variety in cashew nuts, egg, eggless etc.
• Performance: There are mainly four types of performance levels- low, average,
high or superior. Performance quality is the level at which the products primary
characteristics operate and Cadbury dairy milk has the highest level of
performance quality.
• Durability: The durability of the Cadbury dairy milk is very good. The product is
able to survive under the stressful or natural conditions. But it should be taken
care of refrigeration as milk will get spoiled if resists for long time in hot
atmosphere.
• Reliability: Cadbury dairy milk mainly has a reliable product. They were quite
sure about the not malfunction or fail of their product within a specified time
period.
• Style: It refers to the products look and feel to the buyers. In Cadbury dairy milk
there are different styles of packing and taste but then also there is no need to pay
an extra money.

.
11. Develop a long term pricing strategy for an existing product. Choose an existing
product and decide how you will change the price of the product during its life cycle. Use
the following questions to structure your written analysis.
a. At what stage in the life cycle is the product?
Cadbury dairy milk is presently at mature stage but with innovation of new
product such as celebrations and bandhan it is now at growth stage.

b. What is its current price?


Current price charges for Cadbury dairy milk is rs.5, 10, 15,23,3

c. What price do its competitors charge?


Competitors of Cadbury dairy milk are perk,5 star,munch,bar one,nestle,kitkat .
They charge almost same price for same quantity.

d. What prices will you charge in the remaining stages of the product life cycle?
According to me price of Cadbury dairy milk should remain same as it is
innovative and in mature stage.if in future it happens that demand is decreasing or
Cadbury is facing some new competitor than it should reduce price by 1rs as to
sustain in market.

e. What objectives will be accomplished this way? How?


In this way objectives such as brnad name and

12. DEVELOP MARKETING CHANNEL FOR Cadbury dairy milk.


VISION.
• Promotion of brands carrying mass franchise without compromise on quality or
margins.
• Increasing the market depth including rural India’s coverage. (so far in case of
chocolates, rural areas are not covered)
• Better product quality and packaging.
• All round efficient utilisation of tangible as well as intangible assets such as
brands and people

FUTURE GROWTH DRIVERS.


• Present dominance in the chocolates market to be maintained.
• Average sales to grow at least at 20% p.a. for the next 3 years, volumes by at least
12%
• 1 new major product to be launched every year.
• Sugar confy. Share in sales mix to be enhanced through value added niche
products.
• With control over costs and reduction in relative depreciation charge for the year,
steadily increase margins

Marketing Mix:

Product Decision:
The main use of the product is to satisfy hunger and to taste something different. Here the
availability of the product is very high and awareness is very good among the people.
However brand loyalty is very poor. It is a standard food in fasting. The product is
available in following quantity packs.

13. WHICH TYPE OF DISTRIBUTION STRATEGY YOU SHOULD USE? WHY?


Cadbury Dairy Milk, the flagship brand of Cadbury India, is set to sport a new
packaging.
With the finding of worms in its chocolate bar by the state Food and Drugs
Administration, Cadbury India is working towards strengthening the packing of
the Cadbury Dairy Milk range.

Over the next few weeks Cadbury will work towards introducing either a heat-
sealed or a flow-pack packaging that offers a high level of resistance to
infestation from improper storage.
Meanwhile, Cadbury India has announced a three-step strategic programme
involving the distribution chain and retail channels so as to ensure that the
product reaching the consumer is of high quality.
Called Project Vishwas, the programme aims at building awareness among
retailers about storage requirements for Cadbury products, assistance in
improving storage conditions at the retail end and strengthening packaging of the
Cadbury Dairy Milk range. This will be implemented immediately in Maharashtra
and will be extended nationwide thereafter.
Bharat Puri, managing director, Cadbury India, said, " We take seriously our
responsibility to give our consumers a product that adheres to high quality
standards. The three-step programme is a result of our discussions with
consumers, retail partners and the Food and Drugs Administration in
Maharashtra. We are confident that this will improve the consumers trust in our
products."
Also, the company will reduce the bulk packaging from 60 bars to 22 bars. Each
bulk pack will be shrink-wrapped. This is expected to minimise the sale of loose
packs to the retail trade.
Over the next two weeks, a team of trained quality control managers along with
over 300 sales people will complete a thorough check of over 50,000 outlets
across Maharashtra that stock and sell Cadbury products.
The teams will conduct checks on storage facilities and Cadbury-supplied
chocolate dispensers and talk to owners and educate them about the appropriate
handling and storage of chocolates.
As a precautionary measure, they will also replace questionable stocks
immediately, reducing significantly the chances of damaged products reaching
the consumer.
Manufacturer Warehouses Distributors Retailer
Consumer
Title Flow
Manufacturer Distributor  Retailer -
Consumer.
Payment
Manufacturer -- Bank - Distributor 
Bank/cash  Retailer  Consumer

14. DEVELOP ADVERTISEMENT FOR DAIRY MILK.

Tagline:-“MAKE SOMEONE FEEL SWEET TODAY”


QUESTIONARE
Que1.DO YOU EAT CHOCLATES?

( )YES ( )NO
Que2.Are You Aware of the Cadbury products?
( ) Yes ( ) No
Que3. How did you first discover the Cadbury products?
( ) Advertisement (Newspapers, TV, Magazines)
( ) Mouth publicity
( ) Saw in the shop
( ) Other
Que4.Which product line do you prefer most?

( ) Chocolates ( ) Beverages
( ) Candy ( ) Snacks

Que5. How much importance do you give to the following factors when you purchase a
chocolate? (Tick in the desired column)

Factors Very Important Normal Least None


Important Important
Flavor/taste
Price
Quality
Packaging
Form
Brand
Image
Color
Shape
Quantity

Que6. How much are you satisfied with the following factors in your preferred
chocolate? (Tick in the desired column)
Factors Very Satisfied Normal Least Can’t Say
Satisfied Satisfied
Flavor/taste
Price
Quality
Packaging
Form
Brand
Image
Color
Shape
Quantity

Que7. Which form of a chocolate do you like?


Hard Nutties

Crunchy Chew

Que8. What pack do you purchase?


Small Big Family Pack

Que9. Which promotional offers attract you most?


Free gifts Price Offer Any other

Que10.Which of these factors affect your purchase?


 Advertisement

 Suggestion from friends and relatives

 Attractive Display
 Doctors Advice

 Brand Ambassadors

 Ingredients

Que11. Which media of advertisement influence your purchase?


Television Newspapers Brochures

Hoarding Display

Que12. How frequently do you purchase chocolates?


Once in a fortnight Daily
Weekly Monthly
Quarterly

Que13. What according to you is the reasonable price of chocolate?

Below5 5-10 10-20

20.30 Above 30

Que14. If your preferred brand is not available for repeat purchase then what will you do?
 Postpone your purchase

 Switch over to other brand


 Go to the other shop to search for your preferred brand

Que15. If another brand of the same product appears in the market, will you prefer to stop
buying this brand and buy the new brand?
No, not at all I may consider

No, I shall not can’t say

Que16. If you don’t like to change to the new brand, then what are the reasons
for continuing to purchase the old brand?

PERSONAL DETAILS

Name:
Address:
Age:
Between 0-10 Between10-20
Between 20-30 Above 30
Gender:
Phone Number:
Marital status:
Education:
Profession: