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Under the guidance of Corporate Guide:MR. IFTAKHAR KHAN

Area Sales Manager Cadbury India. Ltd. BY







I would like to take this opportunity to thanks and express my gratitude to all who have helped and made this project a success. I would like to extend my gratitude and special thanks to Mr. KARUNAM (VP-HR), for giving me an opportunity to gain experience and expertise in an esteemed organization like Cadbury. I would also like to thanks Mr. ITKHAR KHAN (AREA SALES MANAGER) for extending constant guidance and support throughout the period of Internship. Their continuous support and guidance has helped me enhance my skills both personally and professionally. I would also like to express my immense gratitude to all the other team members at Cadbury. The working environment of the company was very healthy and provided me an opportunity to learn. Further , I would wish to extend my thanks to my Institute for giving me an opportunity to enhance my learning and skill base in the retail sector by including a two monTHIS training programme as a part of our curriculum.



I. Approval Sheet II Acknowledgement

S. No.
(1) (2) (3) (4) (5) (6) (7) (8) (9) (10) (11) (12) (13)

Preface Introduction Company Profile Mission Statement Industry Profile Research Methodology Limitations Findings and Analysis Conclusion Recommendation SWOT Appendix Questionnaire References Corporate Status

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4 5 8 12 14 18 21 23 40 41 46 48 52



The core of the first project lies in the MARKET STUDY OF RETAIL OUTLETS and AWARENESS LEVEL of Cadbury. This is very important to analyze the RETAILERS needs and their requirements. The scope of the project lies in its essence in identifying the consumer buying behavior at Cadbury. It also aims to analyze the store performance on the basis of different parameters. The second project involves to focus the Cadbury in corporate/ BPOs. The well planned, properly executed and evaluated project helps both the Management trainee (students) as well as Industry. The management trainee gets first hand line industry experience of the current corporate scenario, market conditions and business environment which are not available in the text book. With the help of above tools they develop themselves as the perfect business personality of future business would have excellence in all trade.

On the other hand with the help of young blood and fresh brain full of innovative thoughts and ideas, industry came to know about market strength and weaknesses competitor strategies, problem of customer and services etc.





Project - I Objective of the project y Primary Objective  To study the retailer profile & customer behavior in retail stores with special reference to Cadbury.  To make the retailers AWARE with new products, and M.S.S y Secondary Objective  To study the satisfaction level of retailers with respect to merchandise and services.  To find out the demographic profile of the customers.  To find out the competitor of Cadbury.(Competitor Analysis)  To find the purchasing time of the customers.  To study the effectiveness of Advertisements of Cadbury. y List of Information        Various type of Merchandise available in the store. Merchandise Assortment. Various facilities provided by the store. Personal information. Floors and Sections information. Store working hours. Customer profiles and Target customers


Project - II

y Primary Objective  To know the potential of corporate sale for Cadbury products and to propose, thereafter, the strategies for effective approach to improve the sales through promotional activities. y Secondary Objective  To create awareness about Cadbury in corporate/ BPOs at Gurgaon.

y List of Information  Personal observation by visiting various companies.  Companys feedback/ Responses.




The origins of chocolate can be traced back to the ancient Maya and Aztec civilisations in Central America, who first enjoyed 'chocolatl'; a much-prized spicy drink made from roasted cocoa beans. Throughout its history, whether as cocoa or drinking chocolate beverage or confectionery treat, chocolate has been a much sought after food. Because cocoa beans were valuable, they were given as gifts on occasions such as a child coming of age and at religious ceremonies. Merchants often traded cocoa beans for other commodities such as cloth, jade and ceremonial feathers.

''Chocolate' (in the form of a luxury drink) was consumed in large quantities by the Aztecs: the drink was described as 'finely ground, soft, foamy, reddish, bitter with chilli water, aromatic flowers, vanilla and wild bee honey'. The dry climate meant the Aztecs were unable to grow cocoa trees, and had to obtain supplies of cocoa beans from 'tribute' or trade.

The Spanish invaded Mexico in the 16th century, by this time the Aztecs had created a powerful empire, and the Spanish armies conquered Mexico. Don Cortes was made Captain General and Governor of Mexico. When he returned to Spain in 1528 he loaded his galleons with cocoa beans and equipment for making the chocolate drink. Soon 'chocolate' became a fashionable drink enjoyed by the rich in Spain..

An Italian traveller, Francesco Carletti , was the first to break the Spanish monopoly. He had visited Central America and seen how the Indians prepared the cocoa beans and how they made the drink, and by 1606 chocolate was well established in Italy.


The secret of chocolate was taken to France in 1615, when Anne, daughter of Philip II of Spain, married King Louis XIII of France. The French court enthusiastically adopted this new exotic drink, which was considered to have medicinal benefits as well as being a nourishing food. Gradually the custom of drinking chocolate spread across Europe, reaching England in the 1650s.

Up until this point all chocolate recipes were based on plain chocolate . It was an English doctor, Sir Hans Sloane, who - after travelling in South America - focused on cocoa and food values, bringing a milk chocolate recipe back to England. The original Cadbury Milk Chocolate was prepared to his recipe.

CHOCOLOGY:People around the world have grown up enjoying chocolate as a favourite treat for countless generations. But just how much does the average person really know about the potential benefits, beyond the great taste, that chocolate and its key ingredient cocoa - provides? We all know that a bit of chocolate tends to make you feel good, but a wealth of research suggests that people can now have even more reasons to enjoy it. The last decade has seen a significant increase in our research and understanding of cocoa and chocolate. But understanding the properties of chocolate is not just a recent development. For centuries, civilizations from Mexico to Europe have recognised the benefits of cocoa and chocolate for medicinal and therapeutic uses as well as a food, beverage or treat. It has even been hailed as an aphrodisiac!

Paul Hebblethwaite "Professor of Chocology" Of course, we all need to ensure we don't over indulge and that we see chocolate as a treat but researchers are continuing to uncover more reasons to enjoy cocoa and cocoa products. "Chocology", the science behind chocolate, opens up that research and S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

presents the facts in an easy to use report that we hope will be a useful resource when talking about the benefits that chocolate can offer. Join us in the exploration of "Chocology" - You may discover that there's more to chocolate than meets the eye. Reasons to believe Body of Evidence - Where can you feel the Benefits? Myths and Facts about Chocolate Did you know?

Cocoa Long before the current trend towards organic ingredients, cocoa was one of the best known natural foods. In its purest form cocoa is a natural food. The cocoa tree produces cocoa pods that grow from the trunk or branch of the tree. These pods contain the

beans which characterise the finished chocolate. The cocoa beans are fermented under banana leaves to bring out the chocolate flavour and then dried under the tropical sun. They are then shelled and ground to produce chocolate liquor, an essential ingredient for making chocolate. The liquor can also be pressed to remove the fat and is cooled and ground to produce pure cocoa powder. Antioxidant Power Cocoa contains high levels of naturally occurring compounds called flavanols and a range of other polyphenols that have been shown to reduce blood pressure helping to improve heart health. Polyphenols have antioxidant properties and work by fighting the free radicals which attack cells causing disease and accelerated ageing. They are believed to impact on arteries and blood qualities, helping to reduce the risk factors for cardio-vascular disease, through lowering blood pressure and improved blood platelet function. Scientists have found that the polyphenols relax vessels by increasing the chemical nitric oxide. This has been shown in new studies at many universities around the World1. Dark chocolate contains especially high levels of flavanols and other polyphenols - this helped to boost sales of dark chocolate by over 15% in the UK last year2! S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

It's not just bars of chocolate that have these high levels of antioxidants - a recent study revealed that hot chocolate beverages, high in cocoa content, can contain concentrations of antioxidants similar to those in red wine or tea. Deliciously Nutritious Chocolate and cocoa containing products are often criticised as being low in nutritional value and "empty calories". On the contrary, milk chocolate for instance contains many vitamins including B1, B2, and E as well as minerals including potassium, sodium, magnesium, phosphorus, zinc, copper, manganese and by far the most important, calcium, providing over 15% of the recommended daily requirement in a 49g bar of Cadbury's Dairy Milk, all of which help to keep us healthy. In light of recent research which suggests taking supplements may be detrimental to your health, it's good to know that chocolate and cocoa contain so many nutrients!

Boosting Brain Power A recent study in the United States at Wheeling Jesuit University, West Virginia (May 2006) has suggested that eating chocolate may improve the way our brains work. The theobromine and phenylethylamine, as well as the caffeine in chocolate appear to increase alertness and mental performance4. The team found that scores for verbal and visual memory were significantly higher for those people who had eaten milk chocolate, and the consumption of milk and dark chocolate was associated with improved impulse control and reaction time. Similar work at the University of Nottingham has shown that the consumption of dark chocolate can increase blood flow to the brain leading to improved cognitive function. In the Mood Chocolate is said to contain at least 300 natural chemical compounds, resulting in a complex range of tastes and odours that connect with the human brain as it runs over the taste buds of the tongue. The slowly released energy and feelings of fullness and satisfaction induced by its sugar and fat content, refuel the body's energy levels and create feelings of wellbeing. Eating chocolate triggers the release of endorphins, mood enhancing chemicals produced by the brain. These produce feelings of pleasure. Chocolate has such a luscious texture and aroma that all the body's taste and olefactory sensors are fully exploited, heightening the pleasure of the experience. So much so that a recent survey by Cadbury has found that 52% of women prefer eating chocolate to having sex! Over the years, psychiatrists and researchers have pointed out substances in chocolate that they think may make us like it so much - however, they're in such small amounts they can't really be the reason we crave chocolate. S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

The simple pleasure of chocolate melting in the mouth adds to the pleasure of eating it chocolate has the property of melting at body temperature, cooling the mouth slightly as it does so. Most interestingly, one expert has pointed out that "chocolate's a blend of flavours and aromas so complex that food chemists have never been able to duplicate it in the lab 5 ." We may never understand why chocolate makes us feel good, adding to its mystery. A standard 45g bar of dark chocolate contains 12% of the Recommended Dietary Allowance (RDA) of iron. Iron is essential in transporting oxygen in the blood to all parts of the body, and an iron deficiency can cause anaemia. When cocoa is combined with ingredients such as milk, sugar, fruit and nuts significant quantities of nutrients are provided- giving nutrition and energy as well as great taste. But as the products are often high in fats and sugars it is important that consumption is in moderation and that such products are consumed infrequently as "treats" - but are certainly not "empty calories".

Teeth While you should always brush teeth, naturally occurring substances in cocoa, such as tannins, may play a role in inhibiting plaque formation by coating the teeth to protect them6. Brain Eating chocolate releases endorphins, hormone-like natural substances, which produce a feeling of pleasure and reduce sensitivity to pain. Chocolate contains many substances that act as stimulants, such as theobromine, phenylethylamine, and caffeine. Research has found that consuming chocolate can lead to increased mental performance. Throat A study carried out by Imperial College, London in 2004 claimed that high doses of theobromine contained in chocolate are a third more effective at stopping persistent coughs than codeine. Heart Research by Professor Carl Keen at the University of California in 2000 has shown that a bar of milk chocolate (45g) contains the same quantity of antioxidants as a 150ml glass of red wine. Dark chocolates with higher levels of cocoa contain even more, as presented in February 2006 at the American Association for the Advancement of Science's (AAAS) annual meeting in Boston. Circulation A number of studies, including one at the University of Cologne revealed that dark chocolate helps lower blood pressure10. The study focused on adults with untreated S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

mild hypertension, some of whom had white chocolate, some dark. Blood pressure remained fairly unchanged in the group that ate white chocolate, which does not contain flavanols. But after two weeks, blood pressure readings had dropped significantly in the group who consumed dark chocolate. Bones Milk and milk products have been part of our diet for thousands of years and the milk in chocolate - particularly milk chocolate - provides useful quantities of a wide range of nutrients including calcium. A 49g bar of milk chocolate provides over 15% of the adult Reference Nutrient Intake (RNI) of calcium. Drinking chocolate made with milk contains even more calcium.

Eating Chocolate Is Inconsistent With A Healthy Diet With so much going for it, it's unfortunate that chocolate is often surrounded by myths and misconceptions that result in its unjustified reputation as an 'unhealthy' food. Scientists are beginning to dispel common myths about the concerns of eating chocolate, demonstrating the ways in which chocolate can make us feel good when enjoyed in moderation. One example of this would be the high levels of cardiovascular friendly antioxidants contained in chocolate - in fact, dark chocolate in particular contains more antioxidants by volume than red wine11 12. There is no need to exclude chocolate from a healthy diet as long as it is consumed responsibly and in the context of the dietary needs of the individual and their energy balance. Chocolate causes Tooth Decay Chocolate has sometimes been blamed for tooth decay but there is research showing that chocolate isn't as bad for your teeth as people think. Research has indicated that naturally occurring substances in cocoa, such as tannins, may play a role in inhibiting plaque formation. Eating Chocolate gives you spots Despite the persistence of this myth, research by the Pennsylvania School of Medicine and also by the U.S. Naval academy13 found no link between acne and chocolate consumption. Chocolate has no nutritional value Few people know that chocolate actually contains a number of important nutrients. Milk chocolate is a source of potassium, calcium and magnesium, while being low in sodium. It also provides us with vitamins - including B1, B2 and E. Chocolate is Aphrodisiac Though not definitively proven, recent research has indicated that this might not be a myth after all! A study conducted by San Raffaele hospital, Milan14 has found greater S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

levels of sexual desire in the group that reported daily chocolate intake as opposed to those who did not eat chocolate.

The calcium in a 49g milk chocolate bar provides over 15% of your daily Reference Nutrient Intake (RNI). The magnesium in a 45g bar of dark chocolate provides 13% of a female's and 15% of a male's daily RNI. One 45g dark chocolate bar provides you with up to 12% of your daily iron RNI. The copper in a 45g dark chocolate bar provides 27% of your RNI. As much as 22% of your RNI of riboflavin can come from a single 49g bar of milk chocolate. A 49g milk chocolate bar provides you with 33% of your recommended daily vitamin B12 intake.




COMPANY PROFILE Cadbury Overview:-

Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick meals. With annual revenues of approximately $50 billion, the combined company is the world's second largest food company, making delicious products for billions of consumers in more than 160 countries. We employ approximately 140,000 people and have operations in more than 70 countries. 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 "make today delicious" captures the spirit of what we are trying to achieve as a business. We make delicious foods you can feel good about. Whether watching your weight or preparing to celebrate, grabbing a quick bite or sitting down to family night, we pour our hearts into creating foods that are wholesome and delicious. 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 in India 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 billion-dollar 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 S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

(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 advise 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, as a combined company with an unmatched portfolio in confectionery, snacking and quick meals, we are poised in our leap towards quantum growth. We are the world's No.1 Confectionery Company. And we will continue to make today delicious!

Cadbury Fun Facts:The total weight of Dairy Milk produced worldwide in one year is equivalent to 7230 elephants!

CADBURY WORLDWIDE:Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick meals. We are currently the world's No.1 confectionery and biscuit company. We are also the worlds second-largest food company with sales in approximately 160 countries. We employ approximately 140,000 people. With an incredible brand portfolio, we contrive to make a delicious difference, today and everyday. Heritage: We have come a long way since J.L Kraft started selling cheese from a horse drawn wagon in 1903. Hard work, imagination and commitment to bring the world its favorite foods has helped us grow into a company that touches more than a billion people in 160 countries. Everyday. One at a time. Some fast facts on the combined company: Our Global Reach y Approximately $50 billion in revenues y 25%+ of global revenue from emerging markets y #1 in global confectionery S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

y #1 in global biscuits y More than 50% of global revenue from snacks and confectionery Our Brand Portfolio y 11 brands with more than $1 billion in revenue y 70+ brands with more than $100 million in revenue y 40+ brands over 100 years old y 80% revenue from #1 share positions




HOW IS CADBURY CHOCLATE MADE.???? The cocoa-bean -- the heart of the sweetest delicacy in the world -- is bitter! This is why, up to the 18th century some native tribes ate only the sweetish flesh of the cocoa fruit. They regarded the precious bean as waste or used it, as was the case among the Aztecs, as a form of currency. The Varieties There are two quite different basic classifications of cocoa, under which practically all varieties can be categorised: Criollo and Forastero cocoas. The pure variety of the Criollo tree is found mainly in its native Equador and Venezuela. The seeds are of finer quality than those of the Forastero variety. They have a particularly fine, mild aroma and are, therefore, used only in the production of high-quality chocolate and for blending. However, Criollo cocoa accounts for only 10% of the world crop. The remaining 90% is harvested from trees of the Forastero family, with its many hybrids and varieties. The main growing area is West Africa. The cocoa tree can flourish only in the hottest regions of the world. The Harvest Immediately after harvesting, the fruit is treated to prevent it from rotting. At fermentation sites either in the plantation or at, collecting points, the fruit is opened. Fermentation The fermentation process is decisive in the production of high quality raw cocoa. The technique varies depending on the growing region. Drying After fermentation, the raw cocoa still contains far too much water; in fact about 60%. Most of this has to be removed. What could be more natural than to spread the beans out to dry on the sun-soaked ground or on mats? After a week or so, all but a small percentage of the water has evaporated. Cleaning Before the real processing begins, the raw cocoa is thoroughly cleaned by passing through sieves, and by brushing. Finally, the last vestiges of wood, jute fibres, sand and even the finest dust are extracted by powerful vacuum equipment. Roasting The subsequent roasting process is primarily designed to develop the aroma. The entire S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

roasting process, during which the air in the nearly 10 feet high furnaces reaches a temperature of 130 C, is carried out automatically. Crushing and shelling The roasted beans are now broken into medium sized pieces in the crushing machine. Blending Before grinding, the crushed beans are weighed and blended according to special recipes. The secret of every chocolate factory lies in the special mixing ratios which it has developed for different types of cocoa. Grinding The crushed cocoa beans, which are still fairly coarse are now pre-ground by special milling equipment and then fed on to rollers where they are ground into a fine paste. The heat generated by the resulting pressure and friction causes the cocoa butter (approximately 50% of the bean) contained in the beans to melt, producing a thick, liquid mixture. This is dark brown in colour with a characteristic, strong odour. During cooling it gradually sets: this is the cocoa paste. At this point the production process divides into two paths, but which soon join again. A part of the cocoa paste is taken to large presses, which extract the cocoa butter. The other part passes through various blending and refining processes, during which some of the cocoa butter is added to it. The two paths have rejoined. Cocoa Butter The cocoa butter has important functions. It not only forms part of every recipe, but it also later gives the chocolate its fine structure, beautiful lustre and delicate, attractive glaze. Cocoa Powder After the cocoa butter has left the press, cocoa cakes are left which still contain a 10 to 20% proportion of fat depending on the intensity of compression. These cakes are crushed again, ground to powder and finely sifted in several stages and we obtain a dark, strongly aromatic powder which is excellent for the preparation of delicious drinks - cocoa. Cocoa paste, cocoa butter, sugar and milk are the four basic ingredients for making chocolate. By blending them in accordance with specific recipes the three types of chocolate are obtained which form the basis of ever product assortment, namely: Kneading In the case of milk chocolate for example, the cocoa paste, cocoa butter, powdered or S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

condensed milk, sugar and flavouring - maybe vanilla - go into the mixer, where they are pulverized and kneaded. Rolling Depending on the design of the rolling mills, three or five vertically mounted steel rollers rotate in opposite directions. Under heavy pressure they pulverise the tiny particles of cocoa and sugar down to a size of approx. 30 microns. (One micron is a thousandth part of a millimetre.) Conching But still the chocolate paste is not smooth enough to satisfy our palates. But within two or three days all that will have been put right. For during this period the chocolate paste will be refined to such an extent in the conches that it will flatter even the most discriminating palate. Conches (from the Spanish word "concha", meaning a shell) is the name given to the troughs in which 100 to 1000 kilograms of chocolate paste at a time can be heated up to 80 C and, while being constantly stirred, is given a velvet smoothness by the addition of certain amounts of cocoa butter. A kind of aeration of the liquid chocolate paste then takes place in the conches: its bitter taste gradually disappears and the flavour is fully developed. The chocolate no longer seems sandy, but dissolves meltingly on the tongue. It has attained the outstanding purity which gives it its reputation.

Who we are Consumers inspire us To make today delicious,we begin with our consumers. We listen, we watch, and we learn. We understand their joys and their challenges because we`re consumers too. What we do We make delicious foods you can feel about whether watching your weight or preparing to celebrate, grabbing a quick bite or sitting down to family night, we pour our hearts in to creating foods that are wholesome and delicious. Our reach We believe we can make a delicious difference, everywhere we`re constantly looking for fresh ideas to improve our workplace, our partnerships, our commitments and our world. How we behave Our Values We understand that actions speak louder than words, so at kraft foods: y We inspire trust

y We act like owners y We keep it simple

y y y y We are open and inclusive. We tell it like it is. We lead from the head and the heart. We discuss. We decide. We deliver.

How we grow:We focus on creating sustainable, profitable growth. And our strategies guide our efforts: y Build a high performing organization y Reframe our categories y Exploit our sales capabilities y Drive down costs without compromising quality About Our People:It takes great people to make great brands. Our approximately 140,000 diverse employees around the world are the reason we succeed.




Corporate Social Responsibility:Corporate Social Responsibility (CSR) is at the heart of our success At Cadbury India we have always believed that good values and good business go hand in hand. It's part of our heritage and the way we do things today. CSR is about growing our business responsibly. Cadbury India has a tradition of caring for the environment and enriching the quality of lives of the communities we live and work in, through a variety of result-oriented programs. Our commitment to the Environment Growing Community Value Gurikha project:-

(Smiling Girls of Gurikha school (built by Cadbury India) In 1999, we launched the Community Initiative Programme under the banner: Nutrition, Education, Security and Love near our Malanpur factory (MP).

Gurikha Project has enlightened her to a new life of hope and some prosperity. S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

Village Development Committee structured by Cadbury in session. As a result, we focused on healthcare and education in the nearby village of Gurikha. A nursery school was started and key improvements were made in the primary school. The consultation and a bit of lateral thinking led to some real social improvements: fresh drinking water from a new village pump, a doctor's clinic, vet services for milk producing animals and fruit trees for each household to plant during the monsoons. They also helped increase attendance in school.

Smart girls from Cadbury aided coaching class Community Lady Worker counselling a self help group on income generation. In 2005, the education programme supported the Indian Government's Year of Women Empowerment. Special focus was given to the rights and contribution of girls and to the counteraction of female infanticide through a variety of initiatives.

Play school for children below 5 years of age established by Cadbury. Women Empowerment activities will help rescue her burden




AWARDS:Asian Marketing Effectiveness Awards 08 Asian Marketing Effectiveness Awards 2008 for Bournvita Folk/Fusion campaign - GOLD award for the "Best Insights and Strategic Thinking" and SILVER award for the 'Most Effective Use of Advertising'. The Asian Marketing Effectiveness Awards are the region's most prestigious awards that celebrate resourceful Asian marketing. They are designed to set the standard for effective marketing within the region, and aim to uncover the campaigns that show results through innovative spirit and combining creativity with effectiveness to build world class brands. Cadbury India ranked 7th Great Place to Work in India No. 1 FMCG Company Cadbury India has been ranked as the 7th Great Place to Work and the No. 1 FMCG company in India in 2008, by the Great Place to Work Institute. This study, in its fifth year in India , has a presence in 30 countries and is the oldest, most comprehensive and respected workplace study worldwide. Over two hundred companies throughout India participated in the survey, which measured the degree of satisfaction of employees with their place of work and picked out the best working environments. This is the fourth time we have featured amongst the Great Places to Work in India . We were ranked 10th in 2003, and were among the top 25 in 2004 and 2005. Great Place to Work 2007 'Cadbury India' has been awarded the "Bronze Award for Excellence in People Management" in the 'Great Place to Work 2007' survey conducted by Grow Talent Company Limited and Businessworld. The award recognizes Cadbury India as a national leader in the area of Human Resource Management. Business World along with Grow Talent has been carrying out the 'Great Place to Work' survey for the past 4 years. This award is based on the ranks received in top 25 list of the Great Place to Work India studies conducted in the last four years ABBY Award wins for India. The prestigious ABBY awards, held in March, recognise creative excellence in the Indian Advertising Industry. The Ulta Perk campaign won four Silver Awards in total and the Cadbury Dairy Milk Campaign, Miss Palampur, also won a Silver Award. This year Cadbury also sponsored the new 'Young ABBY' Award. S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

Bournvita won the Emmvie Gold for the Best Media Innovation - TV.

Cadbury Dairy Milk & Bournvita crowned as Consumer Superbrands

Cadbury Dairy Milk & Bournvita have done it again. For the second time running, Cadbury Dairy Milk & Bournvita have been declared a `Consumer Superbrand' for 2006-7 by Superbrands India ry won the Emmvie Gold for the Best Media Innovation - TV, for brand Bournvita, for the entry Physical symbol of Confidence. Cadbury- Ranked among India's most respected companies Cadbury in a survey conducted India has been ranked 5th in the FMCG sector, on India's most respected companies by sector by Business World magazine in 2007

Cadbury wins the Effies 2006 Pappu does it again! At the recent Effie 2006 awards organized by The Advertising Club of Mumbai, our 'Pappu Pass Ho Gaya' advertising campaign bagged two more awards Gold in the Consumer Products category and Silver in the Integrated advertising campaign category Cadbury India roars at Cannes Cadbury India received a bronze award at the Cannes Lions International Advertising Festival for partnering with a mobile operator in 2005 to provide exam results via SMS to school children.


Cadbury India is a Great Place to Work The 'Great Place to Work' Institute study listed Cadbury India as a Great Place to work in 2005 for the third time in a row. Incidentally, Cadbury was in the Top 25 in 2003, 2004 and 2005 too.


Reader's Digest Award recognizes Bournvita Bournvita won the 'Reader's Digest Trusted Brands' Gold Award for the vitamin health supplement category in Indian in 2006. The merit was based on 7000 responses from questionnaires and telephone interviews across Asia.

Suraksha Puraskar Award 2005 Cadbury India's Bangalore factory has received the "Suraksha Puraskar" safety award from the National Safety Council Karnataka chapter. National Safety Council (NSC) was set up by the Ministry of Labour, Government of India in 1966, as an autonomous body to generate, develop and sustain a voluntary movement on Environment, Health and Safety

SUPERBRANDS:Cadbury Dairy Milk and Bournvita have achieved the distinction of a 'Superbrand' as

awarded by the uperbrands India Council REGISTERED OFFICE:Cadbury India Ltd. Cadbury House 19, B Desai Road Mumbai 400 026 Maharashtra India Tel: +91 22 4007 3100 Fax: +91 22 2352 1845 REGIONAL OFFICE Mumbai Cadbury India Ltd. S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

Reyn. Basera Annexe Near Cooper Hospital Vile Parle West Mumbai 400 056 Maharashtra India Chennai Cadbury India Ltd. 146- Second Floor Royapeth High Road Mylapore Chennai 600004 Tamil Nadu India Delhi Cadbury India Ltd 303 - 305 3rd Floor, Vipul Agora M.G. Road Gurgaon - 122 002 Kolkata Cadbury India Ltd 9-A Esplanade Row Kolkota - 700 069 West Bengal India OUR FACTORIES:Thane Cadbury India Ltd 1 Pokhran Road Eastern Express Highway Thane 400 606 Maharashtra India Pune Cadbury India Ltd Induri Factory Talegaon Dabhade S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

Pune 410 507 Maharashtra India Himachal Pradesh Cadbury India Ltd Works: Hadbast No 199 Village Sandholi Baddi Tehsil- Nalagarh Dist. Solan 173205 Himachal Pradesh India Gwalior Cadbury India Ltd Plot No 25 Malanpur Industrial Area Village Gurikha Tehsil Gohad Gwalior - 477 116 Madhya Pradesh India Bangalore Cadbury India Ltd Jodi Hanumanapalya Mahadevapura Post Mangalore Road Nelamangala 562 123 Bangalore Karnataka India COCOA OPERATIONS:Cochin Cadbury India Ltd Cocoa Operations Near Thrikkakara Pipe Line Junction Thrikkakara P.O S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

Cochin 682021 KERALA INDIA WORK RELATED ROAD SAFETY POLICY:The following 8 policy statements apply to the Company-wide Work Related Road Safety (WRRS) programme that ensures the safe, proper and professional operation of vehicles used to conduct Cadbury Company business. They are unequivocal requirements for all persons authorised by Cadbury to operate vehicles when conducting business on behalf of Cadbury: 1. Driving whilst impaired The driving of a motor vehicle whilst impaired through fatigue, alcohol, drugs or a medical condition that may affect driving performance is prohibited. 2. Fitness to drive At all times fitness to drive shall be at the discretion of the nominated driver and reasonable caution shall be applied. For example, following long haul or overnight sector flying drivers should consider their fitness to drive a motor vehicle and when appropriate, should take other means of transport to their destination or take local accommodation at the Companys expense to enable adequate rest prior to driving. 3. Seat belts Seat belts shall be worn by the driver and all passengers whilst driving on Company business or driving a Company vehicle at any time. Exception to this is only permissible for two-wheeled vehicles and where, for short-term hire and contract-provided vehicles, including taxis, rear-seat seatbelts are not the norm. All efforts shall be made when making reservations to meet these seat belt requirements. The driver is accountable for ensuring that everyone in the vehicle wears a seat belt. Seat belts shall be fitted in accordance with vehicle manufacturer standards to all Company vehicles. The minimum standard is a lap seat belt for the driver and all passengers. Preferred is a three point seat belt for driver and all passengers. 4. Motorcycle helmets Motorcycle helmets shall be worn by the driver and all passengers on a motorcycle whilst the engine is running. The driver is accountable for ensuring that pillion passengers wear a safety helmet. Where permitted, headlamps shall be on at all times the vehicle is in operation. 5. Mobile phones and other hand-held electronic devices Hand-held electronic devices including mobile phones should not be used whilst the vehicle is in motion. This practice shall include SMS text. The use of mobile telephones whilst a vehicle is in motion shall be limited to S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

voice communication and shall be used only when absolutely necessary. In such cases the mobile telephone shall use an appropriate hands-free device. 6. Bicycles The riding of bicycles for the purpose of conducting Company business is permitted where line management have defined conditions of use e.g. risk assessment, training and wearing of appropriate protective equipment and clothing. The wearing of high visibility garments and helmets is strongly recommended. 7. Smoking Smoking is not permitted in any Cadbury owned or leased vehicle. 8. Hitchhikers Hitchhikers shall not be given lifts whilst driving any vehicle on Company business FAQ`S:- FREEQUENTLY ASKED QUESTIONS The chocolate bar that I purchased has white spots on the surface? Why does this happen? When chocolate has undergone prolonged exposure to heat and subsequent cooling it results in discolouration of the surface. This is caused by the separation of the cocoa butter, which solidifies on the surface giving it a white appearance. Who should I contact if the chocolate is damaged? You can contact our Toll Free No. 1800 22 7080 (available from select cities only) for any product-related issues. Alternatively, write to: Cadbury Consumer Services Cell P.O. Box 26516 Mumbai 400 026 Tel. : +91 22 4007 3100 Email: Will I get a replacement if the chocolate is damaged? Yes. We have a "no-questions-asked" replacement policy. Is it possible to organize a factory visit for my family? No. At this point in time, we do not organize any factory visits. I need some additional information on Cadbury for my project in school/college. Whom should I contact? S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

Most of the information is already provided on our website. However if you need any further information, please write to us via the contact us section. Whom should I contact for sponsorships or donation requests? You can submit your requests online. We will evaluate and respond on a case-to-case basis. I need to buy huge quantities of chocolates? Can I buy them at a discounted rate directly from the company? You could send us your request online and our sales team will get in touch with you accordingly. I am a journalist and need to contact the company. Whom should I speak write/speak to? You can contact R D'Souza - Associate Vice President - Corporate Affairs by email




INDUSTRY TRENDS Confectionery Industry The confectionery industry in India is approximately divided into:
y y y y y y y

Chocolates Hard-boiled candies Eclairs & toffees Chewing gums Lollipops Bubble gum Mints and lozenges

The total confectionery market is valued at Rupees 41 billion with a volume turnover of about 223500 tonnes per annum. The category is largely consumed in urban areas with a 73% skew to urban markets and a 27% to rural markets. Hard boiled candy accounts for 18%, Eclairs and Toffees accounts for 18%, Gums and Mints and lozenges are at par and account for 13%. Digestive Candies and Lollipops account for 2.0% share respectively. Overall industry growth is estimated at 23% in the chocolates segment and sugar confectionery segment has declined by 19%. Cadbury with Dairy Milk, Perk, Gems, 5 Star, Celebrations, Bytes, Dairy Milk Eclairs, Eclairs Crunch, Mr. Pops and Halls brands is a key player in the chocolate, eclairs, lollipops, and mints segments.

Milk Beverages The Milk Beverages industry is valued at Rupees 16.1 billion with an annual turnover of approx 63,000 tonnes. As per Nielsen estimates the industry is growing at 10.1%. Cadbury is a key player in the segment with Cadbury Bournvita and Cadbury Bournvita 5 Star Magic


COMPETITORS In INDIAN market 1. 2. 3. 4. Cadbury`s share Nestle Amul Others 70 percent 24 percent 04 percent 02 percent

In Global market Scenario 1. 2. 3. 4. 5. 6. 7. 8. HERSHEY`S Immersion Lindt Ferrero rocher Nestle Bounty Nutties




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 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. S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

Our Journey: Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has participated and been a part of every Indian's moments of happiness, joy and celebration. Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market. In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for children. In the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child in every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings'. .

The 'Real Taste of Life' campaign had many memorable executions, which people still fondly remember. However, the one with the "girl dancing on the cricket field" has remained etched in everyone's memory, as the most spontaneous & uninhibited expression of happiness. This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad Club, Mumbai) awards. In the late 90's, to further expand the category, the focus shifted towards widening chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye' campaign. This campaign built social acceptance for chocolate consumption amongst adults, by showcasing collective and shared moments. More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language. It has been adopted by consumers and today is used extensively to express joy in a moment of achievement / success. The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious Cannes Advertising Festival 2006 for 'Best use of internet and new media'. S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

The idea involved a tie-up with Reliance India Mobile service and allowed students to check their exam results using their mobile service and encouraged those who passed their examinations to celebrate with Cadbury Dairy Milk. The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global benchmark for effective advertising campaigns) awards.

Did You Know: Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005 edition of Brand Equity's Most Trusted Brands survey. During the 1st World War, Cadbury Dairy Milk supported the war effort. Over 2,000 male employees joined the armed forces and Cadbury sent books, warm clothes and chocolates to the front.

Chocolate lovers for a quarter of a century have indulged their taste buds with a Cadbury 5 Star. A leading knight in the Cadbury portfolio and 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.


Cadbury 5 Star was always unique because of its format and any communication highlighting this uniqueness, went down well with the audiences. From 'deliciously rich, you'd hate to share it' in the 70's, to the 'lingering taste of togetherness' & 'Soft and Chewy 5 Star' in the late 80's, the communication always paid homage to the product format. 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. Cadbury 5 Star & Cadbury 5 Star Crunchy now aim to continue the upward trend. This different and delightfully tasty chocolate is well poised to rule the market as an extremely successful brand. Did you know: Cadbury 5 Star played an adept cupid for young couples in love in the 70's. In fact, Cadbury 5 Star was a way of professing undying love for the significant other.

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. In the new millennium, Cadbury Perk moved beyond just owning 'hunger' to a "Kabhi bhi kaise bhi" position, because the urge for Cadbury Perk could strike anytime and anywhere. With the rise of more value-for-money brands in the wafer chocolate segment, Cadbury Perk unveiled two new offerings - Perk XL and XXL. S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

The temptation to have more of Cadbury Perk was made even greater with the launch of Cadbury Perk Minis in 2003 for just Rs. 2/In 2004, with an added dose of 'Real Cadbury Dairy Milk' and an 'improved wafer', Perk became even more irresistible. The product was supported in the market with a new look and a new campaign. The advertisement spoke of the irresistible aspect of the brand, with 'Baaki sab Bhoola de' becoming the new mantra for Cadbury Perk. Did you know: Cadbury Perk advertising has been a launch pad for Bollywood stars - Preity Zinta, Raageshwari, Gayatri Joshi and Amrita Rao, were all Perk models before they made it big on cinema screens.

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. 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. S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

Did you know: The "Rishte Pakne do" jingle was penned by noted writer Gulzar. CADBURY TEMPTATION Ever see people hide away their chocolate since they dont want to share it! If you have, then its likely to be a bar of Cadbury Temptations! Cadbury Temptations is a range of delicious premium chocolate in five flavours. Research revealed a niche segment of chocoholics - those exposed to international chocolates and those who love a variety of chocolates but possibly find the price of international chocolates too high. Cadbury Temptations is a range targeted at this segment of discerning chocolate lovers. The Cadbury Temptations range is available in 5 delicious flavour variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forest and Old Jamaica. With its international quality chocolate Temptations soon became a popular brand for "chocoholics".

The advertising positioned Cadbury Temptations as a chocolate range so delicious that it was "too good to share". Did you know: Cadbury Temptations advertising won an advertising effectiveness EFFIE award in 2001.

Eclairs was first discovered by a local confectionery firm in London, England in the 1960s. The firm then became part of Cadbury in 1971 making Cadbury Eclairs the second largest brand in the company. The experience of eating a Cadbury Dairy Milk Eclair is truly unique S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

because of its creamy caramel exterior and rich Cadbury Dairy Milk chocolate at the center. In 2006 Cadbury Dairy Milk Eclairs launched a crunchy Eclair with a hard caramel outside and delicious Cadbury Dairy Milk chocolate inside called Cadbury Dairy Milk Eclairs Crunch. Our Journey: In India, Cadbury Dairy Milk Eclairs has been the most preferred brand in the Eclairs category for years and has always been a favourite with consumers.

Eclairs advertising over the years has talked about the mesmerizing taste of Eclairs because of the Cadbury Dairy Milk chocolate it contains at its center. The 'Kar De Dil Pe Jadoo' campaign illustrated this in a youthful college context. The Eclairs Crunch variant has also had an encouraging response from both teens and pre-teens. Currently, the chewy and the crunchy variants are both enjoyed by the Eclair consumer. Did you know: A sign in front of our Nigeria factory describes Choclairs as "the sweet with heart on the inside.

The saying "Good things come in small packets" has been proven right many a times and it couldn't have been truer for the pretty chocolate buttons called Gems. Who can forget the unique, brightly colored chocolate buttons with crispy shells, encased in a pack that's as colorful as the product itself? Unrivalled in all these years, Cadbury Gems has captured every consumer's fantasy for almost 4 decades. Little wonder that Cadbury Gems, the brand that came into India in 1968 is still going strong. The sheer taste and the fun associated with eating Cadbury Gems and the joy of sharing it with friends has made the brand a dear companion and a source of nostalgia for consumers. S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

Cadbury Gems brings happiness to the consumer's world. With this promise in mind, Cadbury Gems has always had 'Masti' as the key proposition in all its communication. In fact, Cadbury Gems is always a willing ally for pranks and fun. Cadbury Gems has continuously tried to be relevant and exciting for consumers. In its constant attempt to contemporarise, a unique stand up tube pack with a flip top was launched, which became an instant hit with consumers. Early 2006 gave consumers one more reason to celebrate with Cadbury Gems; the launch of Cadbury Fruity Gems, a fruit flavoured variant with a crispy shell outside and white chocolate inside. Now consumers had not one, but two reasons to enter the 'Masti' world of Cadbury Gems. Today, Cadbury Gems has established itself as one of the leading brands in its segment. With the single-minded purpose to delight every consumer and help them discover the fun, exciting and adventurous side of life, Cadbury Gems will continue to be the leading brand in Cadbury India's portfolio. Did you know: The colourful world of Cadbury Gems does not include the colour black

Cadbury Bytes was launched in 2004-05 as Cadbury's foray into the rapidly growing packaged snack market. Cadbury Bytes is a one of a kind snack, in that it is sweet and not salty, as compared to most of the other snacks. It's a bite sized snack with a crunchy wafer and rich Choco cream filling. There are three variants of Bytes available in the market - Regular, Coffee and Strawberry, at two price points- Rs 5 and Rs 10. Cadbury Bytes is targeted at teens as they are the largest consuming segment of packaged snack category. They are also the gateway to the family, especially for a new sweet snack.


With Bytes, Cadbury has entered into a new category with well entrenched and established brands. It is an exciting challenge for us to take the brand forward and make it a stupendous success. Cadbury Bytes is positioned as the 'only sweet snack' in the world of salty snacks. The proposition we have arrived at is "Snacking ka meetha funda", where we take a pot-shot at other snacks, by saying `Har snack namkeen nahi hota'. The product is all about breaking a clich and teenagers identify with breaking stereotypes. The new commercials- 'Tommy' and 'Villain', talk about breaking the stereotype.

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.

The Journey: The brand has been an enduring symbol of mental and physical health ever since it was launched in 1948. It is hardly surprising then, that Bournvita enjoys a major presence in the Malt Food market. Given its market share of 17%, Cadbury Bournvita reaches across hundreds of cities, towns and villages through 3,50,000 outlets in India. It is a universal truth that mothers attach a lot of emotional importance to nourishment while bringing up their children. However, children always look out for the tastiest option to make their daily dose of milk more enjoyable. Cadbury now offers two options to capture this appeal: Cadbury Bournvita, with its popular chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich chocolate and caramel flavour of Cadbury 5 Star.


Cadbury Bournvita advertising has moved with the times to reflect the changing needs of the consumers. During the '70s the communication centered on 'Good upbringing' and Bournvita became an essential building block for childhood. "Goodness that grows with you" was the campaign idea that communicated this thought. In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with the more aggressive "Brought up right, Bournvita bright" campaign, which was very successful during its time. In the early '90s all brands in the category provided purely physical benefits like nourishment, energy and growth. It was at this time that Bournvita decided to raise the bar by promising physical and mental benefits. This resulted in the famous Tan Ki Shakti, Man Ki Shakti Campaign which became an anthem for the brand. In the new millennium, keeping pace with the evolving mindsets of the new age consumers, Cadbury Bournvita is about arming consumers with Confidence to take on physical and mental challenges that nobody else can, resulting in one of the most successful advertising campaigns which is based on 'Real Achievers who have grown up on Bournvita'. Did you know:
y y

In the 1980 Moscow Olympics, Cadbury Bournvita was the official health drink for the Indian team The Cadbury Bournvita Quiz Contest, which started airing on April 12th 1972, is India's longest running national school quiz contest. Starting out as a contest held in cities, and then on radio, the contest currently has been running for over 10 years on satellite television. It has over 500 episodes to its credit, and today the contest directly reaches more than 11,25,000 students, in 4000 schools across 66 cities and 7 countries - UAE, Kuwait, Qatar, Oman, Bahrain, Nepal and India.


Halls accounts for 50% of international cough drop sales and is the leading sugar confectionery brand in the world. In 1930s, the Hall brothers invented its Mentho-Lyptus formula, using a combination of menthol and eucalyptus, and began producing cough drops. The cough drops were introduced into the US during the mid-1950s. Warner-Lambert recognised the potential of the product and acquired Halls in 1964. In 1971, Warner Lambert began selling Halls under the Adams family, and the first national television campaign was aired in the US & the results were a resounding success. Our Journey: Halls was first launched in India in 1968 & soon established itself as a therapeutic candy competing in the cough lozenge market. Halls has been sold in India as part of the Pfizer & Warner Lambert networks before it came into the Cadbury fold in 2003 as part of a global merger with Adams Confectionery. Halls has had a colourful advertising history in India & was infact, one of the earliest brands to advertise on television in India. In the 1980s, Ads featuring Meenakshi Sheshadri and later, Vijeta Pandit on its unique vapour action formula with a classic Halls Jingle were aired which established the brand firmly in the market. In the 90s, Halls advertising adopted a different take with its Traffic Jam Ad where Halls restores order to a situation of chaos & the early 2000s saw Halls advertising on the refreshment platform. Over the years Halls has been strongly positioned on the` soothes sore throat benefit in the consumers mind. Halls continues to be one of the leading mint brands in India even in the changed competitive context. Did You Know:
y y y y

Halls is marketed in 24 different countries around the world & is offered in over 26 flavours. Halls produced the largest sweet in the world in 1964. Weighing 76kilos, the sweet was put on exhibition in New York. Halls accounts for more than 50% of international cough drop sales. In 2002, people consumed 100,000 tons of Halls!



Cadbury India has expanded its confectionary portfolio in 2007 by foraying into the Bubble gum category with the launch of Bubbaloo Bubblegum- a successful bubblegum brand from its international portfolio. Bubbaloo is an innovative soft bubblegum with a centre filled liquid. It is filled with a high level of a great tasting fruit flavoured liquid that floods your mouth instantly. S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

Bubaloo is currently available in two yummy flavors- Strawberry and Mixed Fruit. The communication focuses on the "fun filled liquid centre " of Bubbaloo and is anchored by Bubba- the cat, the international mascot for the brand Bubbaloo. Did you Know ? Bubbaloo was first launched in 1984. Bubbaloo is sold in 25 countries and is particularly popular in Latin America. The record for the largest bubblegum bubble ever blown is 58.4cm. The bubble was blown by Susan Montgomery Williams of Fresno, California, USA at the ABC-TV studios in New York City, in 1994.




1.Research Process 1.Formulation of the objective of the study of the problem        Desigining method for data data collection. Selecting the method size. Collecting the data Reporting and interpretation the finding Processing and analyzing the data Find the conclusion Limitation of study

2.Objective of The Study

Primary Objective: 1) To find out the percentage of retailers who aren`t selling chocolates and other Cadbury products. 2) To give reasons for that. 3) Suggestion for the company from retailers

Secondary Objective:
 To increase their market share by approaching to retailers.  To have a good image in the eyes of retailers.

Research DesignA Research Design is simply the framework or plan of a study that is used as guide in collecting and analyzing the data. It is a blueprint that is followed in completing a study.


A research design is the plan, structure and strategy of investigation conceived so as to obtain answers to research questions and to control variance. The research carried out is a descriptive research where the purpose is to go through an intensive study of the target segment.

Sample design- I have done my survey in markets of Meerut.

Sample techniques-The data has been collected through random sampling from the
retailers of Meerut who are in the business of chocolates.

Universe SizeThe universe is the entire group of items the researcher wishes to study. Since my survey was confined to be done in Meerut This universe size having a sample of 18 markets and 650 respondents.

Primary data: I have used primary data collection method to get the response from the

Data Collection:-Collection of data

1) Through well framed questionnaire. 2)Through direct interaction.

Secondary data:From websites, books, journals, references, and many more.






Cadbury is the largest global confectionery supplier, with 9.9% of global market share. High financial strength (Sales turnover 1997, 7971.4 million and 9.4%)[1] Strong manufacturing competence, established brand name and leader in innovation. Advantage that it is totally focused on chocolate, candy, chewing gum, unique understanding of consumer in these segments.

Successfully grown through its acquisition strategy. Recent acquisitions, including Adams, 2003, enabled it to expand into important markets like the US market.

y The company is dependent on the confectionery and beverage market, whereas other

competitors e.g. Nestle have a more diverse product portfolio, where profits can be used to invest in other areas of the business and R&D.
y Other competitors have greater international experience - Cadbury has traditionally been

strong in Europe. New to the US, possible lack of understanding of the new emerging markets compared to competitors.

y Worldwide - there is an increasingly demanding cost environment, particularly for

energy, transport, packaging and sugar. Global supply chain in low cost locations.
y Competitive pressures from other branded suppliers (national and global). Aggressive

price and promotion activity by competitors - possible price wars in developed markets. S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

y Social changes - Rising obesity and consumers obsession with calories counting.

Nutrition and healthier lifestyles affecting demand for core Cadbury products.

y New markets. Significant opportunities exist to expand into the emerging markets of

China, Russia, India, where populations are growing, consumer wealth is increasing and demand for confectionery products is increasing.
y The confectionery market is characterized by a high degree of merger and acquisition

activity in recent years. Opportunities exist to increase share through targeted acquisitions.
y Key to survival within the FMCG market is increasing efficiency and reducing costs. y Cadbury Fuel for Growth and cost efficiency programmes seek to bring cost savings by:

1) Moving production to low cost countries, where raw materials and labour is cheaper ii) reduce internal costs - supply chain efficiency, global sourcing and procurement, and wise investment in R&D.
y Innovation is key driver. To respond to changes in consumer tastes and preferences -

healthier snacks with lower calories need to be developed. R&D and product launches have led to sugar-free & centre filled chewing gum varieties and Cadbury premium indulgence treat. Low-fat, organic and natural confectionery demand appears strong.




NAME OF RETAILER.................................................................................................. ADDRESS............................................................................................. CONTACT NO...................................................................................... Q.1. DO YOU HAVE HALLS? ANS.1. YES NO Q.2. DO YOU HAVE MINTS? ANS.2. YES NO Q.3.WHICH BRAND IS EASILY AVAILABLE, IN TERMS OF SERVICE DELIEVERY? ANS.3. HALLS MINTS Q.4. TO WHICH BRAND THE CONSUMER GIVES THE MORE PREFERENCE? ANS.4. HALLS MINTS


Q.5. WHICH COMPANY GIVES YOU THE BETTER DISCOUNTS, SCHEEMS, AND OTHER PROMOTIONAL OFFERS? ANS. 5. HALLS MINTS Q.6. WHAT DO YOU THINK IS THE BEST PLACE TO PROMOTE THIS PRODUCT? ANS.6. MEDICAL STORE KIRYANA SHOP CONFECTONARY SHOP Q.7. WHICH PRODUCT IS ADVERTISED MORE ACCORDING TO YOU? ANS.7. HALLS MINTS Q.8. HOW THE COMMPANY IMPROVE THE PRODUCT, ANY SUGGESTIONS? SUGGESTIONS................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ...................................








ANSWERS 182 68







ANSWERS 141 109


109 141





HALLS 126 124


100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% HALLS DOUBLE-MINT NO YES




HALLS 150 100


100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% HALLS DOUBLE-MINT NO YES




HALLS 120 130


100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% HALLS DOUBLE-MINT NO YES




100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% MEDICAL STORE



190 60

100 150

20 230







HALLS 152 98


100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% HALLS DOUBLE-MINT NO YES


Q.8. HOW THE COMMPANY CAN IMPROVE THE PRODUCT, SERVICES, ANY SUGGESTIONS? SUGGESTIONS................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ............................................................................................................................................................ ...................................




STRATIGIES FOR EXPANSION OF OUTLETS:The supply chain that a product follows to get to the final consumer. Identification of the most appropriate route to market is a crucial part of the business development process for any company. When any product produced in the factory and the supply of the finished goods to the end user, the whole process comes in the route to market. If we take route to market of the RD Point to final consumer so this can be divided in to six stages: Stage 1 Market Viability Stage 2 Product Visibility Stage 3 Merchandizing Stage 4 Order Booking Stage 5 Product Supply Stage 6 Purchasing by final consumer

Market ViabilityIs there a potential market? Witch market we want to cover this market is potential market are not, if in the particular area of the market our potential customer are not there so definitely we are failed in this particular area. So the covering any new area of the market its very important things we see the market viability is there are not.


Product VisibilityAfter the selection of market we are making the product visibility in the particular market because when any customer goes in the particular store or shop and at this particular store our product visibility is maintain so definitely customers are attract to our product. The visibility of any product is playing very important role in the selling of the product. When our product is visible in the market automatically its creates the demand of the particular product.

MerchandizingMerchandizing is also very important things in the selling of any product. In the merchandizing our merchandiser goes to every shop in the particular route according to their beet plan and maintains the shop with the help of hardware, posters, POPs, flexures and other things that communicates to the shopper in the store. In the merchandizing, merchandiser cover 40th outlet in the same day and they are also maintain the visicooler & dispenser given by the company in the particular outlet thats helps improving the product visibility in the market.

Order BookingOrder Booking is also very important things in the selling of any product. in the order booking our RDSM cover a particular beet according to their beet plan. According to the company norms a RDSM do the minimum 40th calls in a day in the particular beet. And the end of the day RDSM reporting to our sales officer how many effective calls he is doing. A RDSM of the company play the measure role in the market he takes the order to the shopkeeper and also collect the cash in the market. S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

Product SupplySupply is the crucial part of the FMCG business because when our RDSM takes the order to the shopkeeper at that point of time and when we are delivered the product to the shopkeeper in this process its very important when we are taking very less time to the delivering the product its very good for the business but when we are taking more time to delivering the product to the shopkeeper its very harmful for the any business. I find out our supply lead-time is maximum 2 or 3 days and its very helpful in the improving in the Cadbury business in the Gorakhpur city. But there is some chance of the improving our supply system and we reduced our supply lead-time in the 1 or 2 days.

Purchasing by final consumerWhen product parched by the final consumer and after the consuming the product, what they respond they try to buy again or they are going another brand. Every company wants his customers makes loyal for his product. When customers comes again for the purchasing a particular brand than the company works end.


-: RESULTS AND FINDINGS:After data analysis I found following problems which are hurdles in the opening of new counters in the market of Meerut:-

1) No visit of sales man: - In the market I found that salesman did not meet all the
shopkeepers. They used to meet only those counters which are regular in payment and potentially efficient to deal.

2) Whole sale market:

- Prices of products in the whole sell market were less then prices of

distributors. So kirana stores, medical stores and panwalas buy products from whole sell according to the demand. For ex. Price of Rs 20 bourn vita is RS 17 in whole sell and distributors price for the same was Rs18.35.

3) )Melting Problem:-Chocolates like dairy milk get melt in summers due to high
temperature so shopkeepers who did not have cooling system are not ready to buy chocolates. It was a problem in opening of new counters.

4) Not interested in chocolate selling: - Some of the shops which were small and near to
big bakeries and confectionaries did not sale products due to low sale of chocolates. 5) Shops which are near to schools and colleges usually do not keep chocolates when schools and colleges are closed.

6) Some of the markets were not potentially efficient and demand of chocolates was very low.
Shop keepers did not sell chocolates of more than Rs 5.only few were there who sell chocolates of Rs 5 and above.


RECOMENDATIONS:Points where company should pay attention and are reason of not opening of new counters:1) Whole sale market:- Prices of products in the whole sell market is less then company so
kirana stores , medical stores and panwales buy products from whole sell according to their need and demand. For ex. Price of Rs 20 bourn vita is RS 17 in whole sell and Rs18.35 in company.

2)Melting Problem:-Chocolates like dairy milk get melt in summers due to high temperature
so shopkeepers who do not have cooling system are not ready to buy chocolates. It is problem in opening of new counters.

3)Jo dikhata hai who bikta hai:- Company should provide posters banners etc. by which
shopkeepers make costumers aware that he sell chocolates of cadbury.This problem comes mainly in potentially low markets like rithani topkhana etc. 4) Rdsm concentrate mainly on confectionary, kiryana and bakeries, and pay low attention on medical stores and small shops.

5) Sales mens visit problem: - RDSM were dealing only those counters which are
potentially efficient, normaly regular in payments. They used to open only those new counters which are potentially efficient and ready to deal 3 to 4 initial dealings in cash. 6) Some of the shops which are small and near to big bakeries and confectionaries do not sale products due to low sale. 7) Shops which are near to schools and colleges usually do not keep chocolates when schools and colleges are closed. S.D.COLLEGE OF MANAGEMENT, ISRANA, PANIPAT

-: CONCLUSION:During the summer training I worked with sales man of Cadbury who deals in various markets of GURGAON. I got an enriching experience about selling and how to convince the customer to buy the product or to win an order. Almost all the Salesmen of Cadbury had very good work experience of 5 to 6 years. Working with Worlds one of the top FMCG company like Cadbury gave me practical experiences about nature of consumers, market and how to deal customers in the practical life in a market. It was for the first time when I was in the market to deal with the customers and company like Cadbury gave me great exposure about the markets, nature of markets, nature of customers and how to deal with the customers. I also worked with the distributors of Cadbury in GURGAON and got knowledge and experience of distributors work. The experience I got during my summer training was different from the class room experience. I enjoyed a lot working with Cadbury, thanks for giving me such an opportunity.