13 SHARADA KUSANALE

14 HIMANI LAPASIA

15 ANISHA LEWIS
16 VERNON LEWIS

17 SHWETA MASHRU

18 SNEHA MEHTA
 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.

s
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.
• 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, Éclairs 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 (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.
CHOCLATES

5 STAR
PERK
CELEBRATIONS
TEMPTATIONS
ECLAIRS
GEMS

SNACKS
BYTES

BEVERAGES
BOURNVITA

CANDY
HALLS
GUMS
BUBBALOO
 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. they are currently the
world's No.1 confectionery and biscuit company. They are also the world’s second-largest food
company with sales in approximately 160 countries. They employ approximately 140,000 people.
Some facts on the company: 80
Our Global Reach 60
40
· Approximately $50 billion in revenues 20
0
· 25%+ of global revenue from emerging markets CADBURY OTHERS
· #1 in global confectionery
· #1 in global biscuits
· More than 50% of global revenue from snacks and confectionery
Our Brand Portfolio
· 11 brands with more than $1 billion in revenue
· 70+ brands with more than $100 million in revenue
· 40+ brands over 100 years old
· 80% revenue from #1 share positions
“Working together
to create brands
people love &
quote”

Mission statement
of Cadbury India
Ltd.says-
“Cadbury means Quality”
This is our promise. Our
reputation is built upon
quality; Our commitment
to continuous
improvement will ensure
our promise.
 CHAIRMAN MANAGING DIRECTOR
C Y Pal ANAND
Chairman – Non EXECUTIVE KRIPALU

Non-Executive Directors President, South Asia & Indo-China

Managing Director – CADBURY INDIA

HARSH MARIWALA
RADHAKRISHNAN B. MENON
SURESH TALWAR

CHANDRAMOU JAIBOY NARAYAN

ATUL LI RAJESH RAJESH SUNIL SETHI
BHATIA PHILLIPS SUNDARAM GARG RAMNATH
VENKATESAN DIRECTOR,
DIRECTOR DIRECTOR, AN DIRECTOR AN
DIRECTOR, SALES &
R&D CHOCLATES & OPERATIONS DIRECTOR, FINANCE DIRECTOR
STRATERGY BEVERAGES INTERNATION
HUMAN AL BUSINESS
GUMS & RESOURCE
CANDY
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.
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 & un-inhibited
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 ‘REAL TASTE OF LIFE’ with the girl dancing on the cricket field.
The Message : - ‘DAIRY MILK is for ENJOYMENT’
During late 90’s
CAMPAIGN: ‘KHANEWALON KO KHANE KA BAHANA CHAHIYE’.
TARGET: Widening chocolate consumption among the masses.
More Recently
CAMPAIGN : ‘KUCH MEETHA HO JAYE’
TARGET: To associate Cadbury with celebrity occasion.
CAMPAIGN : ‘PAPPU PASS HO GAYA’
TARGET: Encourage those who have passed the exams to celebrate with Dairy Milk.
CAMPAIGN : ‘MISS PALAMPUR’
TARGET: Focusing on the adults.
CAMPAIGN : ‘AAJ PAHLI TAARIK HAIN’
TARGET: To celebrate pay day / salary day.
 How Cadbury is 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.

1)The Varieties 7)Crushing and shelling

8)Blending
2)The Harvest
9)Grinding

3)Fermentation 10)Cocoa Butter

11)Cocoa Powder
4)Drying
12)Kneading

5)Cleaning
13)Rolling

6)Roasting 14)Conching
A demand forecast is the prediction of what will happen to your company's existing product
sales. Demand forecasting is the activity of estimating the quantity of a product or service that
consumers will purchase. Demand forecasting involves techniques including both informal
methods, such as educated guesses, and quantitative methods, such as the use of historical
sales data or current data from test markets. Demand forecasting may be used in
making pricing decisions, in assessing future capacity requirements, or in making decisions on
whether to enter a new market.
It would be best to determine the demand forecast using a multi-functional approach.
Estimate of expected demand over a specified future period. Also called forecast demand.

The inputs from sales and marketing, finance, and production should be considered. The
final demand forecast is the consensus of all participating managers. You may also want to put
up a Sales and Operations Planning group composed of representatives from the different
departments that will be tasked to prepare the demand forecast.
Determination of the demand forecasts is done through the following steps:
• Determine the use of the forecast
• Select the items to be forecast
• Determine the time horizon of the forecast
• Select the forecasting model(s)
• Gather the data
• Make the forecast
• Validate and implement results
The time horizon of the forecast is classified as follows:
Description Forecast Horizon
Short-range Medium-range Long-range
Duration Usually less than 3 months to 3 More than 3
3 months, years years
maximum of 1
year
Applicability Job scheduling, Sales and New product
worker production development,
assignments planning, facilities
budgeting planning
How is demand forecast determined?
There are two approaches to determine demand forecast – (1) the qualitative approach, (2) the quantitative approach.
The comparison of these two approaches is shown below:

Description Qualitative Approach QUANTITATIVE APPROACH

Applicability Used when situation is vague & Used when situation is stable &
little data exist (e.g., new products historical data exist
and technologies)
(e.g. existing products, current
technology)
Considerations Involves intuition and experience Involves mathematical techniques
Techniques Jury of executive opinion Time series models
Sales force composite Causal models
Delphi method
Consumer market survey
Cadbury plan their production process by using a time series method as this
helps Cadbury to accurately produce the needed amount of chocolate at the
correct period of time. A time series shows historical data that can be used
and analysed to predict future trends. Christmas and Easter are peak
selling times for all chocolate manufactures including Cadbury, this is
obviously because chocolate products make good gifts for these occasions.
Time series analysis does not explain the casual relationship between
variables & how they will be in future also. It simply assumes thatpast
behaviour of the variable will continue in future also. Hence time series
analysis tries to find out the factors which affect the behaviour of the
variable. The changes in the variable over a period of time are divided into 4
components. They are –

TRENDS
SEASONAL VARIATIONS
CYCLICAL VARIATIONS
RANDOM FLUCTUATIONS
 Demand Forecasting
Advantages
- The data helps Cadbury to reduce
wastage and produce the amount of
products that customers would purchase.
- The data is reliable if collected
properly/accurately.
- The forecast helps Cadbury to make
products efficiently as it helps
Cadbury to set a target of the amount of
products needed; there are
always enough products to supply to
customers.
Disadvantages
- Cadbury need to have a lot of past data in order
for the time series
method to be used accurately to predict sales
figures.
- If the external environment doesn’t stay stable
then there will be
problems with the forecast for example if the prices
of the raw
materials used to produce Cadbury products
increases then the price of
the product has to increase in order for Cadbury to
make a profit from
the product produced. This may affect the customers
purchasing trends.
- The data may be biased or representative.
 Price:
This product is a brand loyal product, so if there is a slight increase in the price,
the demand of the product will remain unaffected. But if there is a decrease in the price,
the demand of the product may slightly increase.

 Income: If the income of the people increases, the demand of the product also increases
and if the income of the people decreases, the demand of the product decreases because
then people will go for lower price chocolate like éclair or melody of Rs.1 or Rs. 2. So,
there is a positive relationship between income and the product demand.

Consumer’s taste and preferences: Cadbury produced milk chocolates by using the high
quality of cocoa bean and the taste has still remained the same which has touched the
heart of the consumers. So, they will not like to go for any other product.

Competition: There are many competitors like Cadbury 5-star, Nestle Kit-Kat, Parle Chox,
foreign chocolates (Chinese), Lotee etc. in the market so if the price of the competitors
increases, the demand of the dairy milk also increases. But if the price of the competitor’s
decrease, the demand of the dairy milks not much affected by it.
Price of Complementary Goods: Cadbury dairy milk is made from the milk, sugar, cocoa
bean and cocoa powder. If the price of these complementary goods increases then there
will be no change in the demand. Because Cadbury dairy milk is a brand loyal product so
there will not be any effect on the demand of the product.

Population & Age group: This product is meant for the children, adults and also for the
old people so the age groups are not much affected the demand of the product so demand
remain same and by the increase in the population, the demand of the product also
increases.
Advertisement campaign: Advertisement campaign has played a vital role in attracting
the major part of the population towards the Cadbury dairy milk.
Cadbury has associated dairy milk to celebrations and every moment of achievement
and success. So, it is through advertisement that Cadbury has gained social acceptance
which has played a major role in increasing his demand.
Celebrations & Occasions: During the festivals and occasions, the consumption of
Cadbury increases because it’s a product for enjoying the taste of each and every moment
with harmony.
Brand Image: The brand image of the Cadbury plays an important role in the demand of
the Cadbury. This product has built such a brand image that it has much attracted the
mind of the consumers so they will not like to switch over to the other brand.
Cadbury Uses JustEnough Mobile to Pioneer Mobile Field Marketing Solution that Boosts Revenue,
Improves CRM
DURHAM, NC- October 7, 2009- Confectionery Company Cadbury is leading their industry by
deploying an advanced mobile field marketing solution that empowers its mobile workforce
with exceptional CUSTOMER RELATIONSHIP MANAGEMENT (CRM) and TRADE
MARKETING capabilities. The solution, provided by JUST ENOUGH MOBILE gives managers the
ability to use handheld devices to direct in-field operations and enables the mobile
workforce to process orders in a closed-loop, order-to-invoice system.

According to Pieter Spies, Sales Director at Cadbury South Africa, the solution provides the
company with a significant competitive advantage in field marketing by improving
customer service, boosting revenue and reducing costs. "We are anticipating a 5% growth
in revenue as direct result of efficiencies provided by the system," he says.
There -are many competitors of Cadbury dairy milk like -
Nestle munch
P
Nestle kitkat
P
Parle chox
Foreign chocolates
(Chinese)
Lotee
Hersheys , etc
Q Q
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.
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 Ist 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.
CADBURY DAIRY
MILK CROWNED AS CADBURY DAIRY
CONSUMER SUPER MILK WINS THE
BRAND EFFIES 2006

PAPPU DOES IT AGAIN !!!

CONCLUSION & RECOMMENDATIONS
•Demand forecasting is widely used by business firms to estimate
the future demand of their products & services. Business firms
use historical or past date to explain future demand.
•The estimation of future demand helps the business firms to
analyse their production, distribution, selling, advertisement &
promotional activities & the cost involved in covering these
activities.
•Recommendations can be considered by business firms to
enhance their performance in serving its customers the best.
•Customer’s complaints should be welcomed & handled
effectively. A quick response to customers complaint can bring a
positive impact on part of business firms.
•Suggestions from customers should be taken into
consideration.