MANEGERIAL ECONOMICS FYBMS DIV: B GROUP NO: 5

NAME

ROLL NO 91 72 69 77 102 87 83 114 76 99

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NASEEMA SHAIKH MEGHA PATEL SAYALEE PARBHANE POOJA PATIL PRIYA SINGH BHARATI SAGAR PRACHI RANA MAYA WALA SHEETAL PATEL KHUSHBOO SINGH PRIYANKA SHARMA

Table of Contents
History:................................ ................................ ................................ ................................ ......................... 3 Evolution ................................ ................................ ................................ ................................ ...................... 4 1960s ................................ ................................ ................................ ................................ .................... 5 1970s ................................ ................................ ................................ ................................ .................... 5 1990s ................................ ................................ ................................ ................................ .................... 5 VISION & MISSION ................................ ................................ ................................ ................................ ........ 6 BENEFITS ................................ ................................ ................................ ................................ ...................... 7 PACKAGING ................................ ................................ ................................ ................................ .................. 7 PRICING ................................ ................................ ................................ ................................ ........................ 8 TARGET ................................ ................................ ................................ ................................ ........................ 8 Statistical Data ................................ ................................ ................................ ................................ ............. 9 Consumption ................................ ................................ ................................ ................................ .............. 10 Product Lifecycle ................................ ................................ ................................ ................................ ........ 11 Questionnaire: ................................ ................................ ................................ ................................ ........... 12 Conclusion ................................ ................................ ................................ ................................ .................. 15 Bibliography:- ................................ ................................ ................................ ................................ ............. 15

History:
A one man business, opened in 1824 by a John Cadbury. In June 1905, Cadbury launched its first Dairy Milk bar, with a higher proportion of milk than previous chocolate bars, and it became the company's best selling product by 1913. George Cadbury Jnr, responsible for the development of the bar, has said "All sorts of names were suggested: Highland Milk, Jersey and Dairy Maid. But when a customer s daughter suggested Dairy Milk, the name stuck. Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon followed by Whole Nut in 1933. In 1933 dairy milk went out of production briefly then came back in 1934. By this point, Cadbury's was the brand leader in the United
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Kingdom. In 1928, Cadbury's introduced the "glass and a half" slogan to accompany the Dairy Milk bar. 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.

Evolution
The new milk chocolate was introduced to the British market in 1905 and, with its unique flavour and texture, quickly became the market leader.

1905

The original parcel or envelope style Cadbury Dairy Milk packaging was replaced by the foil and band style of packaging.

1960s
A vertical (portrait) label was developed in response to shopkeepers who were displaying products vertically to enable more chocolate to be displayed on their shelves .

1970s
There was a return to horizontal (landscape) packaging and the famous glass and a half of full cream milk symbol was incorporated into the design.

1990s
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. Bubaloo is currently available in two yummy flavors Strawberry and Mixed Fruit.
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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. 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 Bournvita 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. Chocolate Cadbury Dairy Milk chocolate is one of the major success stories of the Cadbury business and one of the world's most famous chocolate brands.

VISION & MISSION

Cadburys vision working together to create brands people love and main vision is make today delicious.
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Cadburys mission statement simply says that Cadbury means quality this is Cadbury promises and Cadburys reputation is built upon quality and commitment to continuous improvement will ensure that our promises.

BENEFITS
 Decrease blood pressure.  Improve circulation.  Lower death rate from heart disease.  Improve function of endothelial cells that line the blood vessels.  Defend against destructive molecules called free radicals, which trigger cancer, heart disease and stroke.  Improve Digestion and stimulate kidneys.  Has been used to help treat patients with anemia, kidney stones and poor appetite.

PACKAGING
 ALUMINIUM FOIL  PAPER COVER  PLASTIC COVER  Protect the product from physical damage or deterioration  Display the product good graphic design and shape is important.  Attracting customers.  Improved efficiency.

PRICING

WEIGHT (gm)
10.5 DAIRYMILK 22 40 42 CRACKLE 95 80 FRUIT & NUT 165 5 10 20 25 50 55 90

PRICE

DUE TO PRICE HIKE IN RAW MATERIAL AND LABOUR COST COMPANY HAD NOT INCREASED THE COST OF PRODUCT BUT REDUCED THE WEIGHT OF PRODUCT. EG. 5 RS PACK WAS OF 13gm BUT NOW IT IS 10.5gm.

TARGET
During late 90 s
Campaign: Khanewalon ko khane ka bahana chahiye . Target: widening chocolate consumption among the masses.

Then
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 Campaign: pappu pass ho gaya . Target: encourage those who have pass the exams to celebrate Dairy Milk.

with

More recently Campaign: kuch metha ho jaye .

Target: to associate Cadbury with celebratory occasion.

Now Campaign: AAJ PAHLI TARIK HAI

Target: To celebrate pay day / salary day .

Statistical Data
Between 2004 and 2007, their organic revenue growth averaged 6% a year, a significant increase on the previous four years, when cadburys confectionery growth averaged less than 3%. they have significantly accelerated our growth since 2004 by unlocking the potential of the adams business and by substantially increasing our investment in innovation, marketing and sales. Our revenue ambition of between 4% and 6% annual organic growth for the 2008-2011 is underpinned by:

STATISTICAL DATA
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G O

% A G

The increased investment we have made in innovation, marketing and sales; their greater exposure to faster growing categories (such as gum) and markets (such as emerging markets); and Strong demand for confectionery: the market has grown consistently at around 5% every year for the last four years Our revenue ambition allows for some rationalisation of our portfolio as we focus our efforts on profitable growth. Due to competitors the demand of cadbury dairy milk is affected. If the price of competitors rises the demand for cadbury dairy milk also rises & with fall in price of competitors the demand of cadbury dairy milk falls.

Consump ion
Pe c c c ec s c es to be low at about 200g pe pe son, be ng mainly consume in urban areas In the middle and higher income groups, 70 per cent of children, 43 percent of young adults and 16 per cent of adults consume chocolate

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The s ength of our brands and market pos tions;

6.2

5
0

43

1998-2003 2004-2007 2008-2011 Y AR

CONSUMPTION IN %AG
16 CHILD YO NGSTERS AD LTS

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Produc Li c cl

INTRODUCTION Firstly Cadbury was established in Bournvile City in UK in 1824.then it was introduced in India in 1948. GROWTH Since then the annual organic growth of Cadbury Dairymilk product currently from year 2008-2011 is between 4% and 6%. MATURITY
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Finally after many ups and downs in production and after various circumstances the product is at its maturity stage. It means its demand is affected by introduction and supply of other new products. DECLINE As oher new products are being introduced in the market now a days demand for Cadbury seems to be decling to some extent.

Questionnaire:
INTER IE
1-Name: Mahendra Age: 23 Sex: Male Employed /Student: Student Q) Do you like Cadbury Dairy milk? Why? Ans : No Because in last few years it has been roped with many kind of eligation like insect in the packets, not able to maintain the same test as there is more coco in it as compared to other dairy products. 2 Name: Radhika Age: 11 Sex: Female Employed /Student: Student
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Q) Do you like other product except Cadbury Dairy milk ? Why? Ans : Yes I like Cadbury gems, Bourneville , Dairy milk Silk, Bournvita, Fivestar(fruit & nut),Celebrations etc. Because it gives the natural pleasure and taste which is not available in other products. 3 Name: Shristi Age: 30 Sex: Female Employed /Student: Employed Q) Do you trust Cadbury? Why? Ans : Yes Because it is able to go as per its brand name even after many controversy surrounding it. 4 Name: Umesh Age: 55 Sex: Male Employed /Student: Self employed Q) a) Have you seen any difference in old and new Cadbury products? What are they? Ans : Yes Because even after introduction of the cheap foreign chocolates, it has been able to make up with the quality and quantity. we can trust it with closed eye. b) Do you feel that Cadbury has made a bench mark to all chocolate makers? Ans : Yes Because even after exporting it to the foreign country it revels its position in the Indian and foreign market. I would like to say that like
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wadapav is the Mumbai best food. Similarly Cadbury is also loved and admired by all. 5 Name: Priyanka Age: 18 Sex: Female Employed /Student: Student Q) Do you suggest any recommendation to Cadbury? Ans : Yes They should use recyclable and eco friendly packets They should increase their reach to the remote places They should use the hologram like technique that is been used by foreign countries too. They should set up factories in such a place from where employment should increase along with the reduce in cost They should help people to spread the smile through Cadbury Desh Ki Nayi Pehchan

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Conclusion

Bibliogr ph www.scribd.com www.slideshare.com www.cadburyindia.com

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