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 andCel ebrations. 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.

5 Star. In the Milk Food drinks segment our main product is Bourn vita . Mumbai. In the Chocolate Confectionery business. Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi. Kolkata and Chennai). Bytes is positioned as "The new concept of sweet snacking". The pure taste of CDM defines the chocolate taste for the Indian consumer. We collaborate and work as teams to convert products into brands. We also conduct farmers meetings & seminars to educate them on Cocoa cultivation aspects. which has been dominated until now by Salted Bagged Snack Brands. A good example of this is the development of Bytes. Our Cocoa team visits farmers and advises them on the cultivation aspects from planting to harvesting. Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. Éclairs andCel ebrations.the leading Malted Food Drink (MFD) in the country. Our efforts have increased cocoa productivity and touched the lives of thousands of farmers.the highest Cadbury brand share in the world! Our flagship brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. Chocolate Confectionery. hybrids that improve the cocoa yield. Our core purpose "Working together to create brands people love" captures the spirit of what we are trying to achieve as a business. we spread happiness! Currently Cadbury India operates in three sectors viz. For over two decades.(Gwalior). Milk Food Drinks and in the Candy category. Cadbury enjoys a value market share of over 70% . We recently entered the gums category with the launch of our worldwide dominant bubble gum brand Bubbaloo. . Cadbury has maintained its undisputed leadership over the years. Bubbaloo is sold in 25 countries worldwide. we have worked with the Kerala Agriculture University to undertake cocoa research and released clones. It delivers the taste of chocolate in the form of a light snack. Byte was first launched in South India in 2003. Crispy wafers filled with coca cream in the form of a bagged snack.Perk. Similarly in the medicated candy categoryHal ls is the undisputed leader. Some of the key brands are Cadbury Dairy Milk. and thus heralds the entry of Cadbury India into the growing bagged Snack Market. The corporate office is in Mumbai. The Cadbury India Brand Strategy has received consistent support through simple but imaginative extensions to product categories and distribution. Simply put.

skills and innovation.. discover how the company grew and when the key products were introduced.To find out the consumer behaviour towards cadbury.Cadbury Milestones The Cadbury story is a fascinating study of industrial and social developments.. 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. 2. To find out the consumers feedback i.e. To find out the range which is mostly preferred by the customers 4. Use our milestones to view Cadbury history at a glance.As tis is used as 2 celbrate events such as birthday. From a one man business in 1824. ➢ Educational groups:-target population is all age groups but the education group will have more influence on it. ➢ 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 .To find out the famous products of cadbury among the consumers. 5.days. ➢ Population age mix:-both men and women would like 2 prefer dairy milk. To find out the features which are given much preference or which are the most favourable one.. OBJECTIVES OF THE SURVEY 1. ➢ Household patterns:-consumption and need is according to the household patterns. Cadbury has grown to be one of the world's largest producers of chocolate. improvement required or suggestion given Pest analysis Demographic factor:➢ Population growth:-choclates has wide impact on population growth. 3.

Income:-variation in income will affect positively or negatively on dairy milk.this will depend on the quality of the dairy milk and need. almond. rasins. • If inflation rate increases than it will affect fmcg sector so dairy milk also will be affected. 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.than also little effect. belifs. They get known about new products and variety. 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. Events”-marriage. • If some party such as congress comes into power than it will affect positively or negatively depending on tax and norms.so the demand will be according to the taste and preferences of the variety. The type of advertisement also affects the buying interest on customers. Social:Social factors includes such as norms. The more salary will affect on buying power of chocolates. Marketing research process:Step-1 Define the problem:1) management problem • . 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. More the income than more will people buy. bithday. etc Technological :--milk quality can be improved much by technology.cadbury dairy milk has created the positive impact on customers in terms of belief and values. Cadbury dairy milk also fulfills the social responsibilities.If tax increase by10% than normal dairy milk of 5 rs will be of 5.50. Willingness to buy:-demand of chocolates will depend on the persons willingness to buy . Economic:In festival seasons the demand of chocolates increases. values of the company. get 2 gather.

Step: 3 Collect the Information Step: 4 Analyze the Information Step: 5 Present the Findings Step: 6 Make the Decision 222222222222222222222222222222222222222222222222 Cadbury Brands:     Chocolates Snacks Beverages Candy SNACKS: Bytes BEVERAGES Bournvita CANDY Halls CHOCOLATES Dairy Milk 5 Star Perk Celebrations Temptation Eclairs Gems 333333333333333333333333333333333333333333333333 DAIRY MILK The story of Cadbury Dairy Milk started way back in 1905 at Bournville. As per my product i have identify the research problem that is poor quality of milk used.Increase sales and profit 2) Research problem:It is a part of management but it is a specific situational and time oriented.. Step-2 Develop the research plan Collect the primary and secondary information. but the .K. U.

PERK Cadbury launched Perk in 1996. combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults. In 2004. Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside. a delightful combination of milk chocolate and white chocolate. And through the passage of time. The variants Fruit & Nut. Cadbury Perk unveiled two new offerings . Cadbury Perk targeted the casual snacking space that was dominated primarily by chips & wafers. this was one property that both. the brand and the consumer stuck to as a valuable association. and Cadbury Dairy Milk 2 in 1. with an added dose of 'Real Cadbury Dairy Milk' and an 'improved wafer'. Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5 Star. With its light chocolate and wafer construct. With the rise of more value-for-money brands in the wafer chocolate segment. 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 has re-invented itself over the years to keep satisfying the consumers taste for a high quality & different chocolate eating experience. The same delicious Cadbury 5 Star was now available with a dash of rice crispies. Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury. chocolate with Disney characters embossed in it. Dairy Milk and Nutties and rich dry fruits . Today. Perk. Cadbury Dairy Milk has exciting products on offer . Perk became even more irresistible CELEBRATIONS Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry. to give consumers another reason to come into the Cadbury 5 Star fold. Gems.fruits during festive seasons. More recently.journey with chocolate lovers in India began in 1948. One of the key properties that Cadbury 5 Star was associated with was its classic Gold colour.Cadbury Dairy Milk Wowie. Crackle and Roast Almond. Cadbury 5 Star Crunchy was launched. Cadbury 5 Star moves from strength to strength every year by increasing its user base.Perk XL and XXL.

It is especially desirable in forecasting new-product sales or established product sales in a new distribution channel or territory. FORECASTING AND ESTIMATING DEMAND. cycle. nut butterscotch and caramels.enrobed in Cadbury dairy milk chocolate in 5 variants. the Cadbury dairy milk may ask its various sales representatives to estimate their future sales. TEMPTATION Cadbury Temptations is a range of delicious premium chocolate in five flavours variants . Black Forest and Old Jamaica. CONSUMER BUYING BEHAVIOR FACTORS AFFECTING TO CADBURY DAIRY MILK. 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. Almond magic. marketing consultants and trade associations. . And survey of buyers intention is one of the way of estimating the future demand of the product. Expert Opinion: The Cadbury dairy milk also have a choice of estimating future demand on the opinion given by the experts including dealers. seasonal and erratic. cashew magic. distributors. Honey Apricot. due to the impractical survey of buyers interviewing. a direct-market test is desirable. Mint Crunch. suppliers. 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. raisin magic. 6.Roast Almond Coffee. 5. Survey of Buyers’ Intentions: In the FMCG products buyers taste and preferences changes in day to day life. 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. Market-Test Method: When the entire plan fails. So it is very important for the Cadbury dairy milk to be upto date with the consumers day to day changing choices.

Those are as follows: 1. The manufacturers produce and the sellers sell whatever the consumer likes. gratification. 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. enjoyment. for the transportation. The decision we make concerning our consumption behavior affect the demand for the basic raw materials. As consumers. he must know the liking or disliking of the customers. satisfaction. particularly economics. He must also know the time and the quantity of goods and services. In order to become a successful marketer. Preference (or "taste") is a concept. The study of the consumer preference not only focuses on how and why consumers make buying decision. why to purchase. But for . Thus marketer must understand this. a consumer may purchase. Now the whole concept of consumer’s sovereignty prevails. In this sense. based on happiness. Staple: These types of goods are purchased on a regular basis or once or twice in a month. So for success of any company or product promotion it is very necessary to depart its concentration Towards consumer towards 444444444444444444444444444444444444444444444444444444444 Convenience: It is one type of consumer-goods classification. it can be seen as a source of motivation. “consumer is the supreme in the market”. but also focuses on how and why consumers make choice of the goods they buy and their evaluation of these goods after use. we play a very vital role in the health of the economy local. In cognitive sciences. for whom to purchase. national or international. utility they provide. from where to purchase. individual preferences enable choice of objectives/goals. More generally. and how much to purchase. used in the social sciences. so that he may store the goods or provide the services according to the likings of the consumers. There are three types of convenience. they effect the employment of workers and deployment of resources and success of some industries and failures of others. A planning may be required before purchasing such type of goods. for the banking. Consumer decides what to purchase. So consumer is a very important person to a marketer. for the production.All marketing starts with the consumer. It assumes a real or imagined "choice" between alternatives and the possibility of rank ordering of these alternatives.

Impulse: These types of goods are purchased without any planning or search effort. Segmenting Consumer Markets: There are basically four types of segmentation. Cadbury dairy milk are for all types of persons whether male or female Income: The price of Cadbury dairy milk is reasonable and affordable. Targeting a group of customers who share a similar set of needs and wants. so it does not come under staple goods. 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.  Generation: Cadbury dairy milk will not be much affected by the generation differences. So Cadbury dairy milk do not come under Emergency goods. 2. 7. All types of peoples like to purchase the Cadbury dairy milk when they want to buy it 555555555555555555555555555555 Behaviour semmnetation Segmentation  .  Gender: For purchasing Cadbury dairy milk gender doesn’t matter. 3. Emergency: These types of goods are purchased when there is a need is urgent. 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.purchasing Cadbury dairy milk no such planning required. So the Cadbury dairy milk are Impulse goods. Whenever we feel like buying them we can easily buy them. But for buying Cadbury dairy milk there is no such type of emergency. So a person does not need to think much before purchasing it. IDENTIFY MARKET SEGMENT OF CADBURY DAIRY MILK. Similarly for purchasing Cadbury dairy milk no planning required and we can easily find them anywhere whenever we need it.

The supply chain of Cadbury dairy milk is very good.  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. Attitude: There is an enthusiastic type of attitude of the buyers.   Loyalty Status: There is mainly the absolute loyalty status. They play an important role in taking the decision of when to buy the Cadbury dairy milk.  Benefits: Cadbury dairy milk is easily available anywhere when we need it. Also it a quality conscious.  Buyer-Readiness: There is mainly the intending to buy type of readiness status. Segmenting for Business Markets  Demographic: Operating Variable Purchasing Approaches Situational Factors    Personal Characteristics Models of Sequential Segmentation   Stage of decision First-time prospects Novices   . Also occasions such as diwali. rakshabandhan has lot increase in sales of dairy milk. So there are two main types of benefits given by Cadbury dairy milk are supply and quality.Decision Roles: The decision role is played by the children’s and youngsters.  Usage Rate: The user rate is heavy in the behavioral segmentation of Cadbury dairy milk.  User Status: There are mainly the regular users found in the user status of Cadbury dairy milk.

Like Cadbury  . SELECT BRAND ELEMENT OF Cadbury dairy milk. Most strong brand employs multiple brand elements. 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. Brand elements are those trademark able devices that identify and differentiate the Brand.

 Adaptable: Cadbury dairy milk brand element is easily adaptable and updatable. so it also has a competitive protectability.  Cadbury Case Memorable: The brand element must be such that can be easily recalled and recognized by the buyer like Cadbury dairy milk. Cadbury dairy milk when launched the new flavors and new packing it was easily accepted by the buyers.  Cadbury Case Cadbury Case . 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. all time fresh “slogan. And Cadbury dairy milk have such type of meaningful brand element. Its brand element adds brand equity to the product of it. Protectible: The brand element of Cadbury dairy milk is legally protectible.dairy milk has the distinctive “Any time crunchy. Cadbury dairy milk have a unique identity in the market.  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.  Meaningful: The brand element must be credible and suggestive of the corresponding category.

manufacturing. opportunities and problem to the seller. the moulded (blocks) chocolate brandswere included as they were perceived as variants of Dairy Milk. • Profit raise and fall at different stages. i.CadburyDairyM ilkwillprovide the perfect accompaniment’! Cadbury Case Cadbury Case Cadbury uses a combination brand strategy. • Product required different marketing. INTODUCTION GROWTH 10. optimize the market potential of the brandby elevating itto aMegabrandor rangebrand Cadbury wished for The Cadbury Dairy Milk brand to be its own family brand. The core proposition of the new Dairy Milk M egabrand could be described as: • – delivering recipesforlife’s upbeat occasions-i. • Products have limited life. HR and resource strategy in each life cycle stage. • stretched to become • – Scope of the M egabrand products chosen for inclusion based on compatibility with the brand’s identity. no matter what your humour or the occasion. financial. 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.e.e.e.g. HOW WILL BE CADBURY DAIRY MILK DIFFERENTIATED FROM COMPETITORS IN THE MARKET? .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. • LOGOS:-“pappu pass hogaya” “Kuch meetha ho Jae DEVELOP PRODUCT LIFE CYCLE OF CADBURY DAIRY MILK. • The sub brand is then distinguished by its own individual script. Cadbury is linked with its famous sub-brands. each posing different challenges. • The family brand. • Product sales passes through distinct stages.

but he is firm of doubling his brand size in the overseas markets. Performance quality is the level at which the products primary characteristics operate and Cadbury dairy milk has the highest level of performance quality.low. 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. 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.munch. It shows that they were more conscious towards brand size. average. In Cadbury dairy milk there are different styles of packing and taste but then also there is no need to pay an extra money. 10. But it should be taken care of refrigeration as milk will get spoiled if resists for long time in hot atmosphere. • Style: It refers to the products look and feel to the buyers.kitkat . eggless etc. Use the following questions to structure your written analysis. • Durability: The durability of the Cadbury dairy milk is very good. b. • Reliability: Cadbury dairy milk mainly has a reliable product. • Performance: There are mainly four types of performance levels.if in future it happens that demand is decreasing .bar one.celebrations 4 gifts. high or superior.nestle. 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. The product is able to survive under the stressful or natural conditions.23. They have produced wowie for childrens. It has an unique type of feature. The introduction period for introducing a new feature of Cadbury dairy milk is also very short. • Features: The feature of Cadbury dairy milk is such which is not so easy for the competitors to copy it. a. What is its current price? Current price charges for Cadbury dairy milk is rs. What price do its competitors charge? Competitors of Cadbury dairy milk are perk. They were quite sure about the not malfunction or fail of their product within a specified time period. They charge almost same price for same quantity. Choose an existing product and decide how you will change the price of the product during its life cycle.5.5 star.Product form: They were not sure of raising this huge money.3  c. 15. Develop a long term pricing strategy for an existing product. and also variety in cashew nuts. egg. • 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.

Here the availability of the product is very high and awareness is very good among the people. What objectives will be accomplished this way? How? In this way objectives such as brnad name and 12. • With control over costs and reduction in relative depreciation charge for the year. • Present dominance in the chocolates market to be maintained. volumes by at least 12% • 1 new major product to be launched every year.a. the flagship brand of Cadbury India. . With the finding ofworms in its chocolate bar by the state Food and Drugs Administration. e. • Sugar confy. • Increasing the market depth including rural India’s coverage. The product is available in following quantity packs. rural areas are not covered) • Better product quality and packaging. (so far in case of chocolates. VISION. is set to sport a new packaging. steadily increase margins Marketing Mix: Product Decision: The main use of the product is to satisfy hunger and to taste something different. WHICH TYPE OF DISTRIBUTION STRATEGY YOU SHOULD USE? WHY? Cadbury Dairy Milk. It is a standard food in fasting. DEVELOP MARKETING CHANNEL FOR Cadbury dairy milk.or Cadbury is facing some new competitor than it should reduce price by 1rs as to sustain in market. • All round efficient utilisation of tangible as well as intangible assets such as brands and people FUTURE GROWTH DRIVERS. Cadbury India is working towards strengthening the packing of the Cadbury Dairy Milk range. for the next 3 years. • Promotion of brands carrying mass franchise without compromise on quality or margins. Share in sales mix to be enhanced through value added niche products. • Average sales to grow at least at 20% p. However brand loyalty is very poor. 13.

Called Project Vishwas. they will also replace questionable stocks immediately.000 outlets across Maharashtra that stock and sell Cadbury products. the company will reduce the bulk packaging from 60 bars to 22 bars. the programme aims at building awareness among retailers about storage requirements for Cadbury products. reducing significantly the chances of damaged products reaching the consumer. a team of trained quality control managers along with over 300 sales people will complete a thorough check of over 50. 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. We are confident that this will improve the consumers trust in our products. DEVELOP ADVERTISEMENT FOR DAIRY MILK. assistance in improving storage conditions at the retail end and strengthening packaging of the Cadbury Dairy Milk range. 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. said. Cadbury India. As a precautionary measure. managing director. Manufacturer WarehousesDistributors Retailer Consumer Title Flow Manufacturer Distributor Retailer - Consumer. " We take seriously our responsibility to give our consumers a product that adheres to high quality standards. Bharat Puri. 14. Meanwhile. Over the next two weeks. The three-step programme is a result of our discussions with consumers. This is expected to minimise the sale of loose packs to the retail trade. Tagline:-“MAKE SOMEONE FEEL SWEET TODAY” . This will be implemented immediately in Maharashtra and will be extended nationwide thereafter.Over the next few weeks Cadbury will work towards introducing either a heatsealed or a flow-pack packaging that offers a high level of resistance to infestation from improper storage. Each bulk pack will be shrink-wrapped. retail partners and the Food and Drugs Administration in Maharashtra." Also.

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