Dokumen - Tips - Project Report On Cadbury 56203d4119dc9

5/26/2018 Proje c t Re por t on Ca dbur y - slide pdf.
c om
CONTENTS
1. INTRODUCTION TO THE STUDY 01
 Introduction of Cadbury
 History and development of Cadbury
 Introduction of Nestle
 Objective of study
2. PRODUCT PROFILE 08
 Cadbury product
 Market segmentation
3. METHODLOGY 11
4. DATA ANALYSIES AND INTERPRETION 12
5. CONCLUSION 22
APPENDIX 23
 QUESTIONNAIRE
 BIBLOGRAPHY
http://slide pdf.c om/re a de r/full/proje c t-re por t-on-c a dbur y-56203d4119dc 9 1/25
5/26/2018 Proje c t Re por t on Ca dbur y - slide pdf.c om
INTRODU TION
INTRODUCTION
The Cadbury’s Inc has taken the opportunity to offer us a broader view of
chocolate category. The Cadbury’s, India’s no.1 Chocolate, is able to share their
market insights based upon unparalleled breath of chocolate experience.
Cadbury has grown from strength to strength with new technologies being
introduced to make the Cadbury confectionary business, one of the most efficient
in the world. The merger in 1969 with Schweppes and the subsequent
development of the business have led to Cadbury Schweppes taking the lead in
both, the confectionary and soft drink market and becoming a major force in
the international market. Cadbury Schweppes today manufactures product in
60 countries and trades in staggering 120. The Cadbury story is a fascinating story
of a family business that grew in one of the biggest, most loved chocolate brand
in the world.
This project is a sincere effort to study the buying behavior of

consumers when they buy chocolates. A descriptive research procedure had been
applied to come to the conclusions of the project.
A detailed questionnaire had been prepared and the responses of the

samples had been collected for the analysis. The project later concluded with
analysis of the responses keeping the limitations under consideration.
The legend called Cadbury
1824 – A business was opened in 1824 by a young Quaker, John Cadbury, in Bull street
Birmingham which was to be the foundation of Cadbury Limited, now one of the
world’s largest producer of chocolate.
1831 – By this year the business had changed from a grocery shop and John Cadbury had
become a manufacturer of drinking chocolate and cocoa. This was the start of Cadbury
manufacturing business as it is known today. A larger factory in Bridge Street Birmingham
was rented in 1847, John Cadbury was joined by his brother Birmingham and the business
became Cadbury Brother of Birmingham.
1861 – John Cadbury resigned his business and handed over to his sons, Richard, 25 and
George, 21 who after 5 difficult years almost shut down the business to take up other
vocation. Fortunately for generation of chocolate lovers, they didn’t.
1866 – Saw a turning point for the company with the introduction of a process for pressing
the cocoa butter from the coca beans. This not only enabled Cadbury Brothers to produce
pure coca essence, but the plentiful supply of coca butter remaining was also used to make
new kind of eating chocolate. The essence was advertised as ‘Absolutely pure, therefore
best’.
1879 – Business prospered from this time and Cadbury Brother outgrew the Bridge
Street factory, moving in 1879 to a ‘Greenfield’ site some miles from the center of
Birmingham which came to call Bourneville. The opening of the Cadbury factory in
a garden also heralded a new era in industrial relations and employee welfare with joint
consultation being just one of the introduced by the pioneering Cadbury Brothers.
1899 – In this year the business private limited company – Cadbury Brothers Limited.
Progress since the start of the century through the inter – war years onwards has been
rapid. Chocolate has moved being a “luxury” item to well within the financial reach of
everyone.
1905 – Cadbury has many famous brands wi th one of major success story being Cadbury’s
Dairy Milk chocolate launched in 1905, today Britain’s favorite moduled chocolate bar.
Cadbury today is the market leader in the U.K chocolate confectionary market, employing
the most advanced processing technology and management information and control
techniques. The company is the confectionary division of Cadbury Schweppes plc which is
major force in the confectionary and soft drinks international market. World - wide
Cadbury is one of the pre – eminent names in confectionary with impressive
range of famous brands.
Cadbury’s Dairy Milk Story

Chocolate has been enjoyed by successive generation since the
manufacturing process was developed in the Victorian Times. Good chocolatiers is
an art form depending on recipe traditions, which have grown over the years.
Chocolatiers have use their skills to make balanced recipe in which all the
ingredients combine to produced chocolate with all the characteristics that
enable full delicious taste to be enjoyed by the consumers.
By today’s standards the first chocolate for eating would have been considered
quite unpalatable. It was the introduction of the Van Houten cocoa press
from Holland that was the major breakthrough in the chocolate production as it
provided extra cocoa butter needed to make a smooth glossy chocolate.
Cadbury’s Milk Tray – 1915

Milk Tray has maintained its popularity in the changing world since the milk
chocolate assortment made with the famous Cadbury’s Dairy Milk chocolate was
first introduced in 1915. The name ‘tray’ derived from the way in which the
original assortment was delivered to the shops. Originally Milk Tray was packed in
five and as half pound boxes, arranged on trays from which it was sold loose o
customers. The half pound deep – lidded box with the traditional purple
background and gold script was introduced in 1916, followed by one pound
box in 1924.With its stylish, without frills presentation Milk Tray was the
assortment for everyday, not just special occasion and it represented the best buy
in the chocolate for millions of people. The pack design has been regularly
updated and the assortment itself has changed in line with consumers taste and
preferences.
By the end mid – thirties the Cadbury’s Milk Tray assortment outsold all its
competitions and today it is still one of the most popular boxes of chocolates in
this country.
The secret of Cadbury’s success

What is the secret of Cadbury’s continuing success first there’s the careful
selection of the finest coca beans from west Africa, as well as tasty hazel nuts
from Turkey and the fine sheet and choicest natural ingredient available to us
anywhere. Finally there’s skillful marketing Cadbury always takes extreme care in
selecting and marketing the right range of product in every cause.
The right product, the right partners, the right marketing, the
promotional back up and the right employees. These are the ingredients in
Cadbury’s latest recipes for success.
Right from the stand Cadbury Dairy Milk Chocolate success has been based on 3
factors:-
 Quality
 Value for money
 Advertising
OBJECTIVE OF THE PROJECT
Following are the some of the main objective of our report:
 Analyze the buying behavior of consumers regarding chocolate.

 Comparative study of Cadbury chocolate in the market with its
main competitors.
 To study about the customer taste and preference in
the confectionary item.
 To find out the market share of the different competitors in the
Chocolate industry.
 And also to find out the satisfaction level of customer
about their product.
 To find advertisement effect consumer buying behavior.
 To find which promotion scheme affect more.
This report gives the help to the marketers for analyzing the different
opportunities in the chocolate industry.
Cadbury Product
1. Dairy Milk
2. 5 Star
3.Perk
4. Celebration
5. Temptation
Cadbury’s Market Segment

Market place for any product is comprised of many different segments of
consumers, each with different needs and wants. Markets segmentation
can be defined in a number of ways such as:
 Demographic variables (e.g. Consumers are groups, gender, material

states income etc…)
 The lifestyle of consumers (i.e. their interests and activities) the benefits
which consumers look for in a product or on the occasions when the
product might be consumed.
 Cadbury takes into account all these factors when producing a range of
products. It targets different segments within the market, such as the.
 Break segment – products which are normally consume as a snatched
break and often with tea and coffee, for example Cadbury’s Perk and
snack range.
 Impulse segment – these products are often purchase on impulse,
eating these and then. They include product such as Cadbury’s Dairy Milk.
 Take home segment – this describes product that are normally purchased
in supermarkets, taken home consumed at a later stage.
To meet the objectives of our project, we segmented the market on the

basis of age and focused on age group 5 o 35 yrs.
The Real Taste of Life Campaign

The very first ad in the campaign in 94 was ‘block – Buster’. It depicted
the essence of one and a half glass of milk pouring in to a boy Dairy Milk unique
glass and half in to a chunk icon shows the glass and a half of full cream milk
flowing in to the chunk of dairy milk conveying the deliciousness and taste
appeal of the gooey, creamy, smooth chocolate inside the pack that
children like. The mnemonic of 1 ½ glass reached to consumer through
every magazines, poster, T.V, newspaper.
The second ad was montage of vignettes from everyday lives of young and old
which focused on showing a series of emotions. The ad created a being out
the child in the man created to bring out the child in the. The old man kicking the
football, the pregnant women craving chocolate, young girls breaking into a spirit,
the young man tossing a bar chocolate at his sweet heart departing into a bus.
The common refrain linking them was the adult in a free child mode – spottiness,
impulsive and carefree.
The ad was protested among adult’s trough focus groups. The ad received
an overwhelming response. It was high on likeability, evoked a great degree of
empathy and identification consumers’ response were those me…… “Feel like
that…….”. “Every feels like this”……..accessions. Consumers described dairy
milk as “… of all ages”“Eat, when ever you feel like it…you do not have to
wait for an occasion.”
Dairy Milk had successfully enabled the free child in the consumer subsequent
adverting used the same communication strategy.In other words, the commercial
was meant to make him smile at first-and only then realize the import once of the
message, which is where the comprehension had to be tested. “What was clear in
this case was that likeability would have to include identification and
feeling warmth.”
The New Campaign

And finally, with the launch of the new colloquial advertising campaign
‘Khaannein Wallon Khaannein Ka Bahana Chahiya featuring MTV VJ Cyrus
Broacha, Cadbury India aimed to ‘substantially’ increase penetration level of
the chocolate category in the next few years.’
The New campaign is worth noting as it clearly differ from the earlier one in terms
of rectifying the consumer perception about chocolate being an up market
impulse – driven product. The attempt now is to change the image, to make
chocolate eating a is
chocolate category regular habit.The
19% in current
the urban estimated
market. The penetration level of the
objective behind tne
new communication on Cadbury Dairy Milk is to make the chocolate
category more socially and culturally relevant and drive penetration in the
process.
10
METHODOLOGY
As the prime objective of the project is to know buying behavior of consumers
regarding Cadbury with the existing competitors in the market and the impact on
Cadbury. The methodology adopted is basically based on primary data. Secondary
data has been used to support primary data wherever needed. Primary data was
collected using the Questionnaire technique.
Procedure of methodology
 Target geographic area was Ratlam City.
 For this geographical area we asked closed ended questions.
 Finally the collected data and information was analyzed and
compiled to arrive at the conclusion.
Sources of secondary data

Used to obtain information on, Cadbury and its competitor history, current issues,
policies, procedures etc, wherever required.
Internet Magazines Newspaper
Sampling Method :
Sampling involved selecting units from a population of interest. In the
present course work, convenience sampling was used and an aggregate
sample size was 60.
Sampling procedure- We have taken simple random sampling.
Data analysis-
The data collected through survey was analyzed with help of simple
percentages. Tabular and graphic methods, which included pie charts
and bar graphs, were used to analyze data.
11
DATA ANALYSIS AND FINDINGS

Data was tabulated manually and was also analyzed manually. Excel was used to
make graphs had pie charts.
FINDINGS AND SURVEY

1. Which brand of Chocolate do you prefer?
Cadbury % Nestle %
Below 16 yr 14 31% 6 40%
16.1-25 yr 18 40% 2 13%

Above 25 yr 13 29% 7 47%
Total 45 15
Prefer brand Brand preffer by

cadbury nestle different age group
20
15
25%
10 cadbury
75% 5 nestle
0
Below 16 16.1-25yr Above 25
yr yr
12
2. Which sub-brand you have purchased?
Cadbury Below16 16.1-25 Above25 Nestle >16 16.1-25 <25

Diary Milk 9 10 8 Kit Kat 2 1 6
5 Star
Perk 1
4 7
1 3
2 Munch
Milky Bar 3
1 0
1 1
0
Celebration 0 0 0 Bar-One 0 0 0
Temptation 0 o 0 Milk Chocolate o 0 0
Total 14 18 13 Total 6 2 7
12
10
8
Below16
6
16.1-25
4 Above25
0
Diary Milk 5 Star Perk Celebration Temptation
7
6
5
4 >16
3 16.1-25
2 <25
1
0
Kit Kat Munch Milky Bar Bar-One Milk Chocolate
13
3. Rank the sub-brand of chocolate according to your preference?
Cadbury >16 16.1-25 <25 Nestle >16 16.1-25 <25

Diary Milk 59 65 52 Kit Kat 26 7 33
5 Star
Perk 45
51 56
50 38
43 Munch
Milky Bar 24
18 5
6 22
19
Celebration 32 48 33 Bar-One 14 2 14
Temptation 18 50 28 Milk 8 6 13
Chocolate
70
60
50
40 >16
30 16.1-25
20 <25
10
0
Diary Milk 5 Star Perk Celebration Temptation
35
30
25
20 >16
15
16.1-25
10
5 <25
0
Kit Kat Munch Milky Bar Bar-One Milk
Chocolate
14
4. How much importance do you give to the following factors when you purchase
a chocolate?
(Below 16)
Factors Very Important Normal Least None

Important Important
Flavor/taste 13 6 1 0 0
Price 5 10 5 0 0
Quality 8 9 3 0 0
Packaging 5 12 4 1 0
Brand 6 9 2 3 0
Quantity 2 11 6 1 0
14
12
10 Very Important
8 Important
6 Normal
4 Least Important
2 None
0
Flavor/taste Price Quality Packaging Brand
(Between 16.1 to 25)

Important Important
Price 2 8 5 5 0
Quality 9 4 3 2 2
Packaging 4 7 7 2 0
Brand 7 12 1 0 0
Quantity 8 7 3 2 0
15
20
15 Very Important
Important
10
Normal
5 Least Important
None
0
Flavor/taste Price Quality Packaging Brand
(Above 25)
Important Important
Price 3 14 3 0 0
Quality 7 12 1 0 0
Packaging 4 7 5 4 0
Brand 1 9 7 1 2
Quantity 4 8 6 1 1
15
Very Important
10 Important
Normal
5
Least Important
0
Flavor/taste Price Quality Packaging Brand None
16
5. At the time of purchasing chocolate, do you recall advertisement?
YES 34
NO 26
Number of customer recall

advertisement
NO
43%
YES
57%
6. Please tick the following sources of information in term of effect, when you
purchase a chocolate? (Below 16)

More Effect Somewhat Not
Effect
Factors effect Effect
Attractive Display inside store 7 11 2 0
Advertisement 6 10 4 0
Suggestion from friends and relatives 5 8 7 0

Brand Ambassadors 5 6 1 8
Ingredients 4 7 8 1
17
12
10
8
More Effect
6
4 Effect
2 Somewhat
0
Not
Attractive Advertisement Suggestion Brand
Display inside from friends Ambassadors
store and relatives
(Between 16.1 to 25)

Effect
Factors effect Effect
Ingredients 10 4 4 2
15
10 More Effect
5 Effect
0 Somewhat
Attractive Advertisement Suggestion Brand Not
store and relatives
18
(Above 25)
Factors Effect effect Effect
Ingredients 7 11 1 1
14
12
10
8 More Effect
6 Effect
4 Somewhat
2 Not
0
Attractive Advertisement Suggestion Brand
store and relatives
19
7. Which form of chocolate do you like?
Hard 15
Nutties 19
Crunchy
Chew 25
1
Chew Forms Of Prefered

2%
Chocolate
Hard
25%
Crunchy
41% Nutties
32%
Below 16 Between 16.1 to 25 Above 25

Hard 7 5 3
Nutties 4 7 8
Crunchy 9 7 9
Chew 0 1 0
10
6 Below 16
4 Between 16.1 to 25
Above 25
2
0
Hard Nutties Crunchy Chew
20
8. What pack do you purchase?

Small 11 12 5
Big
Family Pack 9
0 8
0 12
3
15
10 Below 16
Between 16.1 to 25
5
Above 25
0
Small Big Family Pack
9. Which promotional offers attract most?

Free gifts 14 4 8
Price offer 6 15 12
Any other 0 1 0
16
14
12
10 Below 16
8 Between 16.1 to 25
6
4 Above 25
2
0
Free gifts Price offer Any other
21
CONCLUSION
Cadbury is the most preferred brand than other brands in India and Dairy
Milk is the most preferred product from Cadbury.
Flavor and packaging are most important factors that affect the buying
behavior of customer. 57% of customer recalls advertisement before buying the
product. So by our research it is concluded that advertisement affects the buying
behavior.
41% people like crunchy and 32% people like nutties chocolate. And most
of the people like small packs. Free gift are more attracting for children and price
offer schemes attracts middle group more.
22
QUESTIONNAIRE
NAME-……………………………………………………………………
GENDER- MALE FEMALE
AGE- Below 16 16.1 - 25

Above 25
Que1. Do you eat chocolate?

Yes No
Que2. Which brand of chocolate do you prefer?
Cadbury Nestle
Que3. Which sub-brand you have purchased?
Cadbury Nestle
Dairy Milk Kit Kat
5Star Munch
Perk Milky Bar
Celebrations Bar-One
Temptation Milk Chocolate
23
Que4. Rank the sub-brands of chocolates according to your preference?
(5 for most and 1 for least preferred).
Cadbury Nestle
Dairy Milk Kit Kat
5Star Munch
Perk Milky Bar
Celebrations Bar-One
Temptation Milk Chocolate
Que5. How much importance do you give to the following factors when you purchase a chocolate?
(Tick in the desired column)

Important Important
Flavor/taste
Price
Quality
Packaging
Brand
Quantity
24
Que6. At a time of purchasing chocolate, do you recall advertisement?
Yes NO
Que7. Please tick the following sources of information in term of effect, when you purchase a
chocolate?
Factors More Effect Effect Somewhat Not
effect Effect
Attractive Display inside store
Advertisement
Suggestion from friends and relatives
Brand Ambassadors
Ingredients
Que8. Which form of a chocolate do you like?
Hard Nutties Crunchy Chew
Que9. What pack do you purchase?
Small Big Family Pack
BIBLOGRAPHY
1. www.cadburyindia.com
2. www.nestle.in
3. Marketing Management - Philip kotler
25

Dokumen - Tips - Project Report On Cadbury 56203d4119dc9

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Dokumen - Tips - Project Report On Cadbury 56203d4119dc9

Uploaded by

Copyright:

Available Formats

5/26/2018 Proje c t Re por t on Ca dbur y - slide pdf.

4. DATA ANALYSIES AND INTERPRETION 12

This project is a sincere effort to study the buying behavior of

A detailed questionnaire had been prepared and the responses of the

The legend called Cadbury

Cadbury’s Dairy Milk Story

Cadbury’s Milk Tray – 1915

The secret of Cadbury’s success

OBJECTIVE OF THE PROJECT

Following are the some of the main objective of our report:

 Analyze the buying behavior of consumers regarding chocolate.

Cadbury’s Market Segment

 Demographic variables (e.g. Consumers are groups, gender, material

To meet the objectives of our project, we segmented the market on the

The Real Taste of Life Campaign

The New Campaign

Sources of secondary data

Internet Magazines Newspaper

Sampling procedure- We have taken simple random sampling.

DATA ANALYSIS AND FINDINGS

FINDINGS AND SURVEY

16.1-25 yr 18 40% 2 13%

Prefer brand Brand preffer by

2. Which sub-brand you have purchased?

Cadbury Below16 16.1-25 Above25 Nestle >16 16.1-25 <25

3. Rank the sub-brand of chocolate according to your preference?

Cadbury >16 16.1-25 <25 Nestle >16 16.1-25 <25

Factors Very Important Normal Least None

(Between 16.1 to 25)

Factors Very Important Normal Least None

5. At the time of purchasing chocolate, do you recall advertisement?

Number of customer recall

purchase a chocolate? (Below 16)

Attractive Display inside store 7 11 2 0

Suggestion from friends and relatives 5 8 7 0

(Between 16.1 to 25)

More Effect Somewhat Not

Attractive Display inside store 5 10 1 4

Suggestion from friends and relatives 3 7 7 3

More Effect Somewhat Not

Factors Effect effect Effect

Attractive Display inside store 10 6 4 0

Suggestion from friends and relatives 2 13 4 1

7. Which form of chocolate do you like?

Chew Forms Of Prefered

Below 16 Between 16.1 to 25 Above 25

8. What pack do you purchase?

Below 16 Between 16.1 to 25 Above 25

9. Which promotional offers attract most?

Below 16 Between 16.1 to 25 Above 25

GENDER- MALE FEMALE

AGE- Below 16 16.1 - 25

Que1. Do you eat chocolate?

Que2. Which brand of chocolate do you prefer?

Que3. Which sub-brand you have purchased?

Dairy Milk Kit Kat

Perk Milky Bar

Temptation Milk Chocolate

Que4. Rank the sub-brands of chocolates according to your preference?

(5 for most and 1 for least preferred).

Dairy Milk Kit Kat

Perk Milky Bar