Beruflich Dokumente
Kultur Dokumente
A RESEARCH REPORT ON
PRODUCT AWARENESS OF CADBURY BRAND
SUBMITTED TO
DR. ATURRAHMAN FAROOQI
ASSISTANT PROFESSOR
(FACALTY OF MANAGEMENT)
DECLARATION
Place: Barabanki
Date: 26-04-2015
Nizamuddeen Khan
ROLL NO. 1359970008
..
(Dr. Ataurrahman Farooqi)
Faculty of Management
Acknowledgement
I owe a great many thanks to a great many people who helped and supported me during
the making of this project deepest thanks to lecturer Dr. Ataurrahman Farooqi the
guide of the project for guiding and correcting various documents of mine with attention
and care. He has taken pain to go though the project and make necessary correction as
and when needed.
I express my thanks of the Dr. Tufail Ahmad khan (HOD) Jahangirabad Educational
Trust Group Of Institutions Faculty of Management for extending his support my deep
sense of gratitude to MR Chandrama Singh (Head of T & P Cell) & My respective
teachers for the immense support and guided thanks and apperception to the helpful
people at Cadbury for the support as without those project would have been a
possible.
I also extension my heart felt thanks to my family and well wishers.
Nizamuddeen khan
Roll no- 1359970008
PREFACE
This research has been prepared towards the partial fulfillment of bachelor of
business administration. This research report is a compendium of data
analysis of Product awareness of Cadbury Brand and this study based on
survey in Gonda.
I got an opportunity to apply my theoretical knowledge and meaningful
concept to actual business conditions and to familiarize with the marketing
activities of the products.
The research report has been prepared on Brand awareness of Cadbury for
which a questionnaire have made for people of Gonda to know there
feedback about Cadbury as there choice. This research will accomplish to
understand what people really feel about Cadbury..
They given their suggestions and their own view on the questions that they
are asked.
The research also helps in understanding the trends of the market and buyers
and changing environment.
TABLE OF CONTENT
Executive summary
Introduction to Company
Cadbury in India
Chocolate market in India
The story of Cadbury
History of chocolate
Cadburys product Marketing mix
Product
Price
Place (distribution)
Promotion
EXECUTIVE SUMMARY
Cadbury Brand awareness In this research I have survey the product
performance and buying behavior of a famous brand of chocolates
Cadbury, which is consumed by people of all ages. During this research I have
interacted with people of Gonda.
After this research I came to know how people perceives these products
on the variables like price, quality, advertisement, satisfaction, taste, packaging,
brand loyalty etc.
I also came to know which particular brand of chocolate is most preferred by people
of different age groups.
In this research I have surveyed that how frequently and how much chocolate they
consume, whether they buy small, big or family pack. Trend of ongoing
changes in their likings has been shown in the report. In this report I have
tried to explain the entire research and facts product wise.
This project is based on the comparative study consumer behavior
towards Cadbury chocolates. Objectives of the study is to know about the
customer satisfaction level associated with the product and the customer
preference level, to increase customer satisfaction and recapture the market share
by fulfilling the customer needs and to study the factors affecting the consumption
pattern. This chapter describes the methodology of the study.
This project is based on information collected from primary sources. After
the detailed study, an attempt has been made to present comprehensive
analysis of consumption of Cadbury chocolates consumed by the people.
The data had been used to cover various aspects like consumption, consumers
preference and customers satisfaction regarding Cadbury chocolates.
In collecting requisite data and information regarding the topic selected, I went to the
residents of Gonda and collected the data.
Cadbury
Type
Industry
Founded
Products
Revenue
Operating income
Net income
Employees
Parent
Website
Cadbury.co.uk
Headquarters
Cadbury Ltd was founded in 1824 by John Cadbury. Cadbury entered India in
1948 by importing chocolates. Cadbury is into many businesses like
chocolates, confectionaries, milk products and candies. They annual revenue
is approximately $50 billion. They have many manufacturing units in India.
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History
1824-1900: Early history
In 1824, John Cadbury began selling tea, coffee, and drinking chocolate, which he
produced himself, at Bull Street in Birmingham, England. He later moved into the
production of a variety of cocoa and drinking chocolates, made in a factory in Bridge
Street and sold mainly to the wealthy because of the high cost of production. John
Cadbury became a partner with his brother Benjamin and the company they formed
was called 'Cadbury Brothers of Birmingham'.
The brothers opened an office in London and in 1854 they received the Royal
Warrant as manufacturers of chocolate and cocoa to Queen Victoria. In the 1850s
the industry received a much needed boost, with the reduction in the high import
taxes on cocoa, allowing chocolate to be more affordable to everybody.
Due to the popularity of a new expanded product line, including the "Cadbury's
Cocoa Essence", the company decided to cease trading in tea in 1873. Master
confectioner Frederic Kinchelman was appointed to share his recipe and production
secrets with Cadbury, which led to an assortment of chocolate covered products.
Taking over the business in 1861, John Cadbury's sons Richard and George decided
in 1878 that they needed new premises. Better transport access for milk that was
inward shipped by canal, and cocoa that was brought in by rail from London,
Southampton and Liverpool docks was taken into consideration. With the
development of the Birmingham West Suburban Railway along the path of the
Worcester and Birmingham Canal, they acquired the Bournbrook estate, comprising
14.5 acres (5.9 ha) of countryside 5 miles (8.0 km) south of the outskirts of
Birmingham. Located next Stirchley Road railway station, which itself was opposite
the canal; they renamed the estate Bournville and opened the Bournville factory the
following year.
In 1893, George Cadbury bought 120 acres (49 ha) of land close to the works and
planned, at his own expense, a model village which would 'alleviate the evils of
modern more cramped living conditions'. By 1900 the estate included 313 cottages
and houses set on 330 acres (130 ha) of land. As the Cadbury family were Quakers
there were no pubs in the estate; in fact, it was their Quaker beliefs that first led them
to sell tea, coffee and cocoa as alternatives to alcohol.
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In 1905, Cadbury launched its Dairy Milk bar, with a higher proportion of milk than
previous chocolate bars, and it became the company's best selling product by 1913.
Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon followed by
Whole Nut in 1933. By this point, Cadbury was the brand leader in the United
Kingdom. These were accompanied by several other products: Flake (1920), Creamfilled eggs (1923), Crunchie (1929) and Roses (1938).
Cadbury's Milk Tray was first produced in 1915 and continued in production
throughout the remainder of the First World War. More than 2,000 of Cadbury's male
employees joined the Armed Forces and to support the war effort, Cadbury provided
clothing, books and chocolate to soldiers. After the war, the Bournville factory was
redeveloped and mass production began in earnest. In 1918, Cadbury opened their
first overseas factory in Hobart, Tasmania and in 1919 undertook a merger with J. S.
Fry & Sons, another chocolate manufacturer, resulting in the integration of wellknown brands such as Fry's Chocolate Cream and Fry's Turkish Delight.
During World War II, parts of the Bournville factory were turned over to war work,
producing milling machines and seats for fighter aircraft. Workers ploughed football
fields to plant crops. As chocolate was regarded as an essential food, it was placed
under government supervision for the entire war. The wartime rationing of chocolate
ended in 1949, and normal production resumed. Cadbury subsequently built new
factories and had an increasing demand for their products.
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Cadbury Schweppes
The Cadbury Schweppes logo used until the demerger in 2008
Cadbury merged with drinks company Schweppes to form Cadbury Schweppes in
1969.
Cadbury Schweppes went on to acquire Sunkist, Canada Dry, Typhoo Tea and more.
In the US, Schweppes Beverages was created and the manufacture of Cadbury
confectionery brands was licensed to The Hershey Company.
Snapple, Mistic and Stewart's (formerly Cable Car Beverage) were sold by Triarc to
Cadbury Schweppes in 2000 for $1.45 billion.
In October of that same year, Cadbury Schweppes purchased Royal Crown from
Triarc.
Schweppes demerger
In March 2007, it was revealed that Cadbury Schweppes was planning to split its
business into two separate entities: one focusing on its main chocolate and
confectionery market; the other on its US drinks business.
The demerger took effect on 2 May 2008, with the drinks business becoming Dr.
Pepper Snapple Group In. In December 2008 it was announced that Cadbury was to
sell its Australian beverage unit to Asahi Breweries.
2007-present
In October 2007, Cadbury announced the closure of the Somerdale Factory,
Keynsham, formerly part of Fry's. Between 500 and 700 jobs were affected by this
change. Production transferred to other plants in England and Poland.
In 2008 Monkhill Confectionery, the Own Label trading division of Cadbury Trebor
Bassett was sold to Tangerine Confectionery for 58million cash. This sale included
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On 7 September 2009 Kraft Foods made a 10.2 billion (US$16.2 billion) indicative
takeover bid for Cadbury. The offer was rejected, with Cadbury stating that it
undervalued the company.
Kraft launched a formal, hostile bid for Cadbury valuing the firm at 9.8 billion on 9
November 2009.
Business Secretary Peter Mandelson warned Kraft not to try to "make a quick buck"
from the acquisition of Cadbury.
On 19 January 2010, it was announced that Cadbury and Kraft Foods had reached a
deal and that Kraft would purchase Cadbury for 8.40 per share, valuing Cadbury at
11.5bn (US$18.9bn). Kraft, which issued a statement stating that the deal will
create a "global confectionery leader", had to borrow 7 billion (US$11.5bn) in order
to finance the takeover.
The Hershey Company, based in Pennsylvania, manufactures and distributes
Cadbury-branded chocolate (but not its other confectionery) in the United States and
has been reported to share Cadbury's "ethos".
Hershey had expressed an interest in buying Cadbury because it would broaden its
access to faster-growing international markets. But on 22 January 2010, Hershey
announced that it would not counter Kraft's final offer.
The acquisition of Cadbury faced widespread disapproval from the British public, as
well as groups and organisations including trade union Unite, who fought against the
acquisition of the company which, according to Prime Minister Gordon Brown, was
very important to the British economy. Unite estimated that a takeover by Kraft could
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Cadbury's M&A advisers were UBS, Goldman Sachs and Morgan Stanley.
Controversially, RBS, a bank 84% owned by the United Kingdom Government,
funded the Kraft takeover.
On 2 February 2010, Kraft secured over 71% of Cadbury's shares thus finalising the
deal.
Kraft had needed to reach 75% of the shares in order to be able to delist Cadbury
from the stock market and fully integrate it as part of Kraft.
This was achieved on 5 February 2010, and the company announced that Cadbury
shares would be de-listed on 8 March 2010.
On 3 February 2010, the Chairman Roger Carr, chief executive Todd Stitzer and
chief financial officer Andrew Bonfield all announced their resignations. Sitter had
worked at the company for 27 years.
On 9 February 2010, Kraft announced that they were planning to close the
Somerdale Factory, Keynsham, with the loss of 400 jobs.
The management explained that existing plans to move production to Poland were
too advanced to be realistically reversed, though assurances had been given
regarding sustaining the plant. Staff at Keynsham criticised this move, suggesting
that they felt betrayed and as if they have been "sacked twice".
On 22 April 2010, Phil Rumbol, the man behind the famous Gorilla advertisement,
announced his plans to leave the Cadbury company in July following Kraft's
takeover.
In June 2010 the Polish division, Cadbury-Wedel, was sold to Lotte of Korea. The
European Commission made the sale a condition of the Kraft takeover.
As part of the deal Kraft will keep the Cadbury, Hall's and other brands along with
two plants in Skarbimierz. Lotte will take over the plant in Warsaw along with the E
Wedel brand.
Cadbury recalled two chocolate products after it was tested positive for traces of pork
DNA, namely Cadbury Dairy Milk Hazelnut and Cadbury Dairy Milk Roast
Almond. The traces were found during a periodic check for non-halal ingredients in
food products by the Ministry of Health in Malaysia which on 24 May 2014 said two
of three samples of the company's products may contain pork traces.
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Cadbury in India
Founded
Headquarters
Key people
Products
Employees
Cadbury
19 July 1948
Mumbai, India
Anand
Kripalu,
Managing
Director
Cadbury Dairy Milk, 5-star,
Perk, Gems, Eclairs ,Oreo and
Bournvita
2000
Cadbury India began its operations in India in 1948 by importing chocolates. It now
has manufacturing facilities in Thane, Induri (Pune) and Malanpur (Gwalior),
Bangalore and Baddi (Himachal Pradesh) and sales offices in New Delhi, Mumbai,
Kolkata and Chennai. The corporate head office is in Mumbai. Since 1965 Cadbury
has also pioneered the development of cocoa cultivation in India. For over two
decades, Cadbury has worked with the Kerala Agricultural University to undertake
cocoa research.
Cadbury was incorporated in India on 19 July 1948. Currently, Cadbury India
operates in four categories: chocolate confectionery, milk food drinks, beverage and
candy & gum category. Its products include Cadbury Dairy Milk, Bournville, 5-Star,
Perk, Gems, Eclairs, Bournvia,
Celebrations, Bilkul
Bournville,Cadbury Dairy Milk Shots,Cadbury Dairy Milk Silk,Halls,Tang and Oreo.
It is the market leader in Chocolate Confectionery business with a market share of
over 70%.
The Brand Trust Report, India Study, 2011 published by Trust Research Advisory
ranked Cadbury in the top 100 most trusted brands list.
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Executive pay
In 2008 Todd Stitzer, Cadbury's CEO, was paid a 2,665,000 bonus. Combined with
his annual salary of 985,000 and other payments of 448,000 this gives a total
remuneration of over 4 million.
Accounting
In July 2007, Cadbury Schweppes announced that it would be outsourcing its
transactional accounting and order capture functions to Shared Business Services
(SBS) centres run by a company called Genpact, (a businesses services provider) in
India, China, and Romania. This was to affect all business units and be associated
with U.S. and UK functions being transferred to India by the end of 2007, with all
units transferred by mid-2009. Depending on the success of this move, other
accounting Human Resources functions may follow. This development is likely to
lead to the loss of several hundred jobs worldwide, but also to several hundred jobs
being created, at lower salaries commensurate with wages paid in developing
countries.
Advertising controversy
In May 2011 the model Naomi Campbell described the new advertisement for the
Bliss bar as 'insulting and hurtful'. Reacting to the advertisement, which had the tag
line Move over Naomi there is a new diva in town, Campbell said, "I am shocked.
It's upsetting to be described as chocolate, not just for me, but for all black women
and black people. I do not find any humour in this."
A spokesperson for the company insisted that the campaign was "a light-hearted
take on the social pretensions of Cadbury Dairy Milk Bliss". The campaign was, he
later added, "no longer in circulation... we have no plans to repeat the campaign."
Reacting to Campbell's outburst, comedian Reginald D. Hunter, on the BBC
television comedy quiz Have I Got News For You, suggested that it was
complimentary for black people to be compared to chocolate, and that enjoyment of
the Bliss bar might even be enhanced by a love of black people.
Health and safety
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2007 Cadbury
On 10 February 2007, Cadbury announced they would be recalling a range of
products due to a labelling error. The products were produced in a factory handling
nuts, potential allergens, but this was not made clear on the packaging. As a
precaution, all items were recalled.
On 14 September 2007, Cadbury Schweppes investigated a manufacturing error
over allergy warning, recalling for the second time in two years thousands of
chocolate bars. A printing mistake at Somerdale Factory resulted in the omission of
tree nut allergy labels from 250 g Dairy Milk Double Chocolate bars.
2008
On 29 September 2008 Cadbury withdrew all of its 11 chocolate products made in its
three Beijing factories, on suspicion of contamination with melamine. The recall
affected the mainland China markets, Taiwan, Hong Kong and Australia.
Products recalled included Dark Chocolate, a number of products in the 'Dairy Milk'
range and Chocolate clairs.
2008 hydrogenated
Cadbury continues to use hydrogenated oils in many of its signature products.
Although trans fats are present, the nutrition labels round the values down to zero.
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Headquarters
Cadbury's headquarters (Head Office UK) is the Cadbury House in the Uxbridge
Business Park in Uxbridge, London Borough of Hillingdon, England.
Cadbury occupies 84,000 square feet (7,800 m2) of space in its head office, which is
Building 3 of the business park.
Cadbury, which leases space in the building it occupies, had relocated from central
London to its current head office.
Cadbury's previous head office was in 25 Berkeley Square in Mayfair, City of
Westminster. In 1992 the company leased the space for 55 per 1 square foot
(0.093 m2).
In 2002 the company agreed to pay 68.75 per square foot. The Daily Telegraph
reported in 2007 that the rent was expected to increase to a "three-figure sum." In
2007 Cadbury Schweppes had announced that it was moving to Uxbridge to cut
costs. As of that year the head office had 200 employees.
After the Kraft Foods acquisition of Cadbury, Kraft announced that the Cadbury head
office would remain the "Cadbury House."
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is
6.5%
Birmingham 1824
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The Quakers
The Cadbury family were prominent members of the Society of Friends or
Quakers, one of the many nonconformist religious groups formed in the 17th
century. Their strong beliefs carried into campaigns aimed at ending poverty
and deprivation and many prominent Quaker-run businesses were part of
reforms of social and industrial society in Victorian Britain.
John Cadbury's lifelong involvement with the Temperance Society influenced
the direction of his business enterprise. By providing tea, coffee, cocoa and
chocolate as an alternative to alcohol he felt he was helping to alleviate some
of the alcolohol-related causes of poverty and deprivation amongst working
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John Cadbury
Technological Advancements
Historic packaging
Dissatisfied with the quality of cocoa products, including their own, the
Cadbury brothers took a momentous step in 1866 that not only had a bearing
on their business but revolutionised the whole of the British cocoa business.
Until that time English cocoa had been heavily adulterated with starch
substances like potato flour or sago to mask the excess cocoa butter. The
cocoa drink, as described by George Cadbury himself, was a "comforting
gruel".
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HISTORY OF CHOCOLATE
The origin of chocolate can be traced back to the ancient Maya and Aztec
civilizations in Central America, who first enjoyed chocolati a much-prized spicy
drink made from roasted cocoa beans. Throughout its history, whether as cocoa or
drinking chocolate beverage or confectionary treat, chocolate has been a much
sought after food. The Aztec empire 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. Don Cortes 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.
Hundreds of pounds of fermented and dried cacao beans bundled in burlap sacks
arrive at factories around the world everyday, ready to be turned into fine bars and
cocoa powder. Over a period of about one to three days, the bean is transformed
from tropical seed into treasured chocolate. Roasting After being cleaned, the cacao
beans pass to the first critical step in flavor development at the factory: roasting.
There are two main approaches to roasting: roast the beans for a short time at high
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Sugar
Milk (if it's milk chocolate, not if it's dark),
Cocoa Butter,
Lecithin,
Flavorings (like vanilla),
Sometimes, Vegetable Oil
Exotic ingredients of chocolate GOOBERS CHOCOLATES:
Sugar
Cocoa Butter
Cocoa Solids
Peanuts
Milk Solids
Chocolate coated Raisins
Almonds
Vanilin
Honey Boston Baked Bean
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What is a brand?
A brand is "a name, sign, symbol or design, or a combination of these, intended to
identify the goods or services of one seller and to distinguish them from those of
competitors".
Branding helps differentiate products and can be a powerful tool of competitive
strategy. While products can come and go over time, brands (if properly managed)
can live indefinitely.
Brands have many benefits for companies and consumers. For companies; strong
brands add value, and consumers develop positive associations with the brand and
are less likely to purchase competitors products. This means the brand can act as a
barrier to competition. For consumers, brands help them to quickly identify products
and make shopping easier.
Strong brands carry a guarantee of quality which consumers trust and are often
willing to pay more for. Consumers will pay a premium (top price) for a branded
product when they believe it provides higher value.
Building strong brands is an important marketing activity for companies, enabling
premium pricing, and making widespread distribution easier to achieve.
Brand loyalty helps create and sustain high sales and profits. This increased value is
called brand equity. Brand equity is the value of a brand based on the extent to
which it has high brand loyalty, brand name awareness, perceived quality, and strong
brand associations (these create positive feelings and reasons to buy). These
associations are created by means of a strong brand identity.
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Family brand names: The parent brand is also known as an "umbrella" brand. This
term is given to product ranges where the family brand name is used for all products.
The advantage of this approach is that positive associations with the parent brand
will transfer to all sub-brands. The risk however, is that if one brand is unsuccessful
or falls into disrepute, the reputation of the complete family of brands can be
tarnished. Cadbury is a family brand.
Individual brand names (or multi brands): In this case each brand is created and
named separately and has a separate identity.
Using a family brand may not be suitable as the brand values may be too far apart.
Combination brand names: This approach allows for the optimal use of the corporate
(family) brand name, while allowing an individual brand to be identified, e.g. Cadbury
Dairy Milk.
Cadbury uses a combination brand strategy. The family brand, Cadbury is linked with
its famous sub-brands, i.e. Cadbury Crme Egg, Cadbury Roses, and Cadbury
Flake, to name a few. The family brand identity is firstly communicated by the
packaging with the Cadbury corporate purple colour and the distinctive Cadbury
script logo. The sub brand is then distinguished by its own individual livery.
Recently marketers have identified particularly strong family or corporate brands as
Master brands. Cadbury is such a brand. However, a true Masterbrand is more than
the name of the company it incorporates the companys mission, vision and values,
representing them in a way that is easily understood by consumers. IBM is another
example of a Masterbrand.
Cadburys core brand values include "lifes everyday pleasures that make us feel
good and never let us down. As a reward or a pick me up, we consumers trust
Cadbury chocolate to make us feel better".
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Consumer Trends
1. Mithai- the traditional Indian sweats is getting substituted by chocolates among
upwardly mobile Indians. Instead of buying sweats on Raksha Bandhan, sisters
prefer offering chocolates to their brothers. This is the reason for sudden spurt in
advertisement between July & Sep by most of the companies
2. The range and variety of chocolates available in malls seems to be growing day by
day, which leads to lot of impulse sales for chocolate companies
3. Chocolates which use to be unaffordable, is now considered mid-priced.
Convenience over Mithai in terms of packaging and shelf life in making both middle
class
and
rich
Indians
opt
for
chocolates
4. Designer chocolates have become status symbols. They are linked to ones
aspiration and lifestyle and malls are perfect points of sale as people usually are
happy
and
gay
at
these
destinations
5. Cadbury initial communication for Celebrations was concentrated on occasions
like Diwali and Rakshabandhan. Over the last seven to eight years, the brand
emerged as a good gift proposition for occasions and enabled people to come
closer. Research done by Cadbury suggested that they should extend the plank of
occasion-based gifting to social gifting i.e. all-year-round gifting options
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Consumers can
from wide range
chocolates, which
was limited to
chocolates
like
DairyMilk
and
MilkyBar.
In past few years
we have
seen so many
SKUs
with
almonds,
raisins and all sort of nuts. And how can we forget latest 5 star crunchy and Ulta
Perk,
which
has
opened
new
windows
for
consumers
7. In past, consumers had negligible inclination for dark chocolates. But now we have
seen a change in the Indian palate, which is increasing the base of this sub-segment.
Consumer Preference
In this research, I have to survey and find out how frequently and how much
chocolate do people consume, whether they buy small, big or family pack.
This study can help in product development and improvement in launching of new
product.
Everybody knows that Customer is a king of Market. There was a time years ago,
whatever the seller produces, he sells in the market and the customer has to buy the
same. But in the current scenario due to the keen competition in the market, the
situation has changed. Now seller has to produce what customers want, to sustain in
the market.
In the same way to know what customer wants, one has to observe the behavior of
the customer. This is the reason why this topic is given importance for selection.
Once marketer understands the mentality, thought process and reaction for certain
product, he can easily grab the market share. Sales are largely bases on the
Customers then the product and services offered by the marketer.
After this research, I would come to know how people perceive these products on
variables like price, quality, advertisement, taste, packaging, brand, loyalty, etc. I also
would come to know which particular brand of chocolate is most preferred by the
people of different age group.
Consumer Preference- All marketing starts with the consumer. So consumer is a very
important person to a marketer. Consumer decides what to purchase, for whom to
purchase, why to purchase, from where to purchase, and how much to purchase. In
order to become a successful marketer, he must know the liking or disliking of the
customers. He must also know the time and the quantity of goods and services, a
consumer may purchase, so that he may store the goods or provide the services
according to the likings of the consumers. Gone are the days when the concept of
market was let the buyer's beware or when the market was mainly the seller's
market. Now the whole concept of consumer's sovereignty prevails. The
manufacturers produce and the sellers sell whatever the consumer likes. In this
sense, consumer is the supreme in the market. As consumers, we play a very vital
role in the health of the economy local, national or international.
The decision we make concerning our consumption behavior affect the demand for
the basic raw materials, for the transportation, for the banking, for the production;
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VALUES OF CADBURY
Performance: They are passionate about winning. They compete in a tough but fair
way. They are ambitious, hardworking and make the most of their abilities. They are
prepared to take risks and act with speed.
Quality: They put quality and safety at the heart of all of their activities their
products, their people, their partnerships and their performance.
Respect: They genuinely care for their business and their colleagues. They listen,
understand and respond. They are open, friendly and they coming. They embrace
new ideas and diverse customs and cultures.
Integrity: They always strive to do the right thing. Honesty, openness and being
straightforward characterize the way they do business. They have clear principles
and do what they say they will do.
Responsibility: They take accountability for their social, economic and environmental
impact. In this way they aim to make their business, their partners and their
communities better for the future. Their Business Principles are their code of conduct
and also take account of global and local cultural and legal standards. They confirm
their commitment to the highest standards of ethics and business conduct. Their
leadership imperatives are the behaviors that they need to be performance driven
and values led.
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CADBURY CELEBRATION
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.
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CADBURYS PRODUCT
DAIRY MILK
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.
5 Star
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
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PERK
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.
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 flavors. 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.
ECLAIRS
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 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
GEMS
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BEVERAGE
CADBURY BOURNVITA
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.
BUBALOO
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. 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.
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Product
Price
Place (distribution)
Promotion
The term "marketing mix" became popularized after Neil H. Borden published his
1964 article, The Concept of the Marketing Mix. Borden began using the term in his
teaching in the late 1940's after James Culliton had described the marketing
manager as a "mixer of ingredients". The ingredients in Borden's marketing mix
included product planning, pricing, branding, distribution channels, personal selling,
advertising, promotions, packaging, display, servicing, physical handling, and fact
finding and analysis. E. Jerome McCarthy later grouped these ingredients into the
four categories that today are known as the 4 P's of marketing, depicted below:
These four P's are the parameters that the marketing manager can control, subject
to the internal and external constraints of the marketing environment. The goal is to
make decisions that center the four P's on the customers in the target market in
order to create perceived value and generate a positive response.
Product Decisions
The term "product" refers to tangible, physical products as well as services. Here are
some examples of the product decisions to be made:
Brand name
Functionality
Styling
Quality
Safety
Packaging
Repairs and Support
Warranty
Accessories and services
Price Decisions
Some examples of pricing decisions to be made include:
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Distribution channels
Market coverage (inclusive, selective, or exclusive distribution)
Specific channel members
Inventory management
Warehousing
Distribution centers
Order processing
Transportation
Reverse logistics
Promotion Decisions
In the context of the marketing mix, promotion represents the various aspects of
marketing communication, that is, the communication of information about the
product with the goal of generating a positive customer response. Marketing
communication decisions include:
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Channel of Distribution
There is no point having a great product or service if the customer cannot easily get
access to it. This is where the PLACE part of the marketing mix is important.
Companies need to find the most cost-effective channels of distribution to get their
products to their target customers.
The nature of the product and its target audience will influence the places at which a
company wishes to sell its products. If their product is low-priced, like a chocolate
bar, companies may use intensive distribution by getting their product into as many
shops and outlets as possible.
However, if a company is selling a luxurious product, e.g. an expensive perfume,
they might want their product to be sold only in high prestige shops reflecting the
exclusivity of the product. A customer might not want to buy an expensive perfume
from a local convenience store, but would like to purchase it from a trendy
department store.
As well as considering WHERE the product should be available for purchase, the
PLACE element of the marketing mix also looks at how the product or service gets
from production to the consumer. This is known as the channel of distribution.
There are two types of distribution channel; direct and indirect.
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Price
If a company is to sell a new product it has developed, choosing the correct price is
vital.
If the price is set too high it may be more than the products target customer can
afford, more expensive than similar products sold by other companies, meaning that
few will be sold. However, if it is set too low, the company will make less profit and
customers may think that the product is inferior to similar products at a higher price.
There are many different pricing strategies, and some companies use mark-up
pricing to decide the price of their product. This means they take the average cost of
making each product and add on a percentage of the price as profit.
The percentage added will depend on several factors, for example how much other
companies charge for similar products and the image of the product. If a business
has developed a product that they want to have a luxurious feel, seem exclusive and
special, it is likely to have a higher price.
Promotion
Advertising
Sales Promotions
Direct Mail
Public Relations
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Brand Awareness
The likelihood that consumers recognize the existence and availability of a
company's product or service. Creating brand awareness is one of the key steps in
promoting a product.
Brand awareness is an important way of promoting commodity-related products. This
is because for these products, there are very few factors that differentiate one
product from its competitors. Therefore, the product that maintains the highest brand
awareness compared to its competitors will usually get the most sales.
For example, in the soft drink industry, very little separates a generic soda from a
brand-name soda, in terms of taste. However, consumers are very aware of the
brands Pepsi and Coca Cola, in terms of their images and names. This higher rate of
brand awareness equates to higher sales and also serves as an economic moat that
prevents competitors from gaining more market share.
Brand equity
The value premium that a company realizes from a product with a recognizable
name as compared to its generic equivalent. Companies can create brand equity for
their products by making them memorable, easily recognizable and superior in
quality and reliability. Mass marketing campaigns can also help to create brand
equity. If consumers are willing to pay more for a generic product than for a branded
one, however, the brand is said to have negative brand equity. This might happen if a
company had a major product recall or caused a widely publicized environmental
disaster.
The additional money that consumers are willing to spend to buy Coca Cola rather
than the store brand of soda is an example of brand equity.
One situation when brand equity is important is when a company wants to expand its
product line. If the brand's equity is positive, the company can increase the likelihood
that customers will buy its new product by associating the new product with an
existing, successful brand. For example, if Campbells releases a new soup, it would
likely keep it under the same brand name, rather than inventing a new brand. The
positive associations customers already have with Campbells would make the new
product more enticing than if the soup had an unfamiliar brand name.
Brand Loyalty
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53
PRODUCT DIFFERENTIATION
Consumer learning occurs in mature markets as well. Product differentiation is one
such example. The classic view of product differentiation is that it is about discovery:
finding a relevant, widely valued but unmet dimension. This approach implicitly
assumes that buyers value some aspects of the product that have simply been
ignored. Once all valuable aspects have been discovered, further differentiation is
impossible.
A consumer
learning
perspective
suggests,
in
contrast,
that
differentiation"
is
widespread.
For
example,
Alberto
Culver
differentiated its Natural Silk shampoo by adding silk and advertised that it puts silk
in a bottle". Culver, however, later said that silk does nothing for hair. Throughout the
evolution of the marketing concept, the basic notion that competitive advantage can
be created by giving customers what they want has remained unchanged. All that
has changed is the way in which customers are satisfied. Today's organizations are
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Communications Model
To better understand the process of preference, let's first look at a basic
communications model. The five components of this model are sender, medium,
filter, receiver, and feedback. On a daily basis, we are exposed to messages
(sender/medium) via our radio, television, billboards, Internet, mail, and word-ofmouth. Although these messages are pervasive, we continually screen out
(perceptual screen) or ignore content that has little or no relevance to us. All
messages are coded patterns and sensations colors, sounds, odors, shapes, etc.
Those messages deemed recognizable, or a basis for a relationship, are decoded
and stored in our memory (filter/screen). A successful convergence between sender
and receiver will result in some type of response to a brand's compelling message
(feedback).
Brand Positioning
"A strong brand position means the brand has a unique, credible, sustainable, and
valued place in the customer's mind. It revolves around a benefit that helps your
product or service stand apart from the competition. Scott Davis, Brand Asset
Management
Organizations seek to develop and project brand perceptions based on internally
driven needs and goals. In Jack Trout's book "Differentiate or Die, he presents
evidence that supports his theories on consumer behavior and interpretation.
Although these concepts seem self-evident on the surface, organizations tend to
ignore these immutable laws in their daily branding activities.
Minds Can't Cope
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Brand Molecule
"The functional, emotional, and social dimensions of the jobs that customers need to
get done constitute the circumstances in which they buy. Dr. Clayton Christensen,
The Innovator's Solution
A brand molecule, according to Hill and Lederer, is the process of identifying all
associations connected to your brand. In addition to understanding the type of
connections, you need to evaluate the importance of each association and how
much weight it carries independently.
By unfolding a brand molecule, the organization is able to view all possible
connections, either positive or negative, in its current state. By virtue of this analysis,
you can achieve greater clarity and insight into your positioning or re-branding
process.
The McDonalds brand molecule, as portrayed in this pictorial, illuminates the basic
constructs of this process. Key elements of this model include: linking all brand
associations (emanating from the center), the importance of each (size), and how
they relate to each other. Once accomplished, you can begin the process of
removing those associations that no longer "fit and adding new identifiers in their
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ADVERTISING
Advertising is an industry that involves using different media to inform consumers
about products and persuade them to buy. These can include:
Unpaid Product placement (e.g. companies can supply their products to be used
on screen by characters or in locations).
Split Screen advertising on screen at the same time as broadcasts such as F1
Internet Advertising information windows and pop ups
The Role of Media on Consumer Brand Choice
When the rapid growth of various brands in India has led to a tight competition and
consumers are faced with brand choice in the market, it becomes necessary for
manufacturers to understand the major factors attracting buyers to his own brand.
Indian consumers are seemly more and more doctored and enlightened about
products; media channels that provide companies to convey with consumers are
adopting in diversity and reach. Consumers are getting richer, leading to competition
in the market place for consumer products. The result is that consumer companies
are increasingly pertained with marketing issues, as they seek to tell apart their
products and communicate their appraises to potential customers. Media advertising
is of changing apprehension to companies, as channels burgeon and product
offerings become more advanced and bigger and bigger part of the marketing mix.
Companies do not have any other option except advertise. The biggest challenges in
the front of companies are recognize consumer insights and hit the target.
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Emphasis on sales
The essence of being in business by any business outfits is to produce for sales and
profits. In order to remain in business an organization must generate enough sales
from its products to cover operating costs and post reasonable profits. For many
organizations, sales estimate is the starting point in budgeting or profit planning. It is
so because it must be determined, in most cases, before production units could be
arrived at while production units will in turn affect material purchases. However,
taking decision on sales is the most difficult tasks facing many business executives.
This is because it is difficult to predict, estimate or determine with accuracy, potential
customers demands as they are uncontrollable factors external to an organization.
Considering, therefore, the importance of sales on business survival and the
connection between customers and sales, it is expedient for organizations to engage
in programmes that can influence consumers decision to purchase its products. This
is where advertising and brand management are relevant. Advertising is a subset of
promotion mix which is one of the 4ps in the marketing mix i.e product, price, place
and promotion. As a promotional strategy, advertising serve as a major tool in
creating product awareness and condition the mind of a potential consumer to take
eventual purchase decision.
Celebrity Endorsement :
A Strategic Promotion Perspective
The celebrity endorser is a panacea for all marketing woes. It is today a frequently
used approach in marketing for all brand building exercises. The star appeal
however needs to be perfectly blended intelligently and strategically to reap the
Strategic Positioning and effective communication are the two most important
mantras guiding brand success in todays competitive marketing environment.
Corporate are ensuring all possible efforts to promote their brands and to grab the
customers mind share. The impetus is on attracting the customers attention and
developing positive associations not just to influence recall but also to induce trial
and eventually effect purchase decisions. In a market where advertising plays a vital
role in coordinating consumer purchases, it becomes pertinent for companies to
induct all possible measures to influence motivate and inculcate desire to purchase,
in the customer through an effective advertising campaign. Theory and practice
proves that the use of superstars in advertising generates lot of publicity and
attention. The billion of dollars spent on celebrity endorsement contracts show that
celebrities like Amitabh Bachhan, Sachin Tendulker and MS Dhoni play an important
role in the advertising industry. It is estimated that the companies in US spent
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Who is a celebrity
Celebrities are people who enjoy public recognition by a large share of a certain
group of people whereas attributes like attractiveness, extraordinary lifestyle are just
examples and specific common characteristics cannot be observed though it can be
said that within a corresponding social group celebrities generally differ from the
social norm and enjoy a high degree of public awareness. This is true for classic
forms of celebrities like actors (ex Sharukh khan, Amitabh Bachhan), models ( John
Abraham, Malaika Arora, Diya Mirza) Sports athletes (ex. Sachin Tendulkar, Sania
Mirza) entertainers (Barkha Dutt, Shekhar Suman) And Pop Stars (Mika, Dailer
Mehndi) but also for less obvious groups like businessmen (ex Dirubhai Ambani) or
politicians (Laloo Prasad Yadav) Besides these there are fictional celebrities like
Ronald McDonald, Fido dido, gattu, Amul Girl, Pillsbury doughboy and the like.
Celebrities appear in public in different ways. First, they appear in public when
fulfilling their profession ex Sachin Tendulkar is loved by millions for his wonderful
performance in the cricket fields.
Why Endorsements
Celebrity Endorsements act as a credible means of money burning. This is
because this is a world of products for which the value a consumer obtains from
purchasing any given variety. This could be for reasons of social standing-People
want to wear the right clothes, drink the right beverages and use the right
fragrances. Specifically a consumer that observes messages for two different firms
products, one products message containing a celebrity endorsed and the other not,
believes the celebrity endorsed product will have more purchases and so be of
higher value.
Celebrity endorsement is more likely to be observed for those products having a high
price-production cost margin and on a large customer base. In short, celebrity
endorsements are more typical for nationally marketed products then for local or
niche market products and for products such as running shoes, soft drinks and the
like for which the price cost margins are apparently large. Promoter of certain
products require co-ordination over multiple customer groups - different age, income,
education groups or groups in different location.
Example, Credit Card. With a product of this sort a common set of advertising
messages communicated to all custom is a more effective and coordinates
mechanism than messages targeted at separate customer groups with common
messages. A customer in one group receiving a message knows that customer in
other groups are also receiving the message. The challenge with common message
is of significant audience reach in the various customer groups at low cost. Because
the celebrity is recognizable globally, it is a low cost way to achieve cross group
coordination.
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A firm that decides to employ a celebrity to promote its products or services has a
choice of using the celebrity as:
Testimonial: If the celebrity has personally used a product or service and is in a
position to attest its quality, then he or she may give a testimonial citing its benefits.
For instance Aishwarya Rai endorses Lux by testifying the quality of the product as it
forms a part of her consumption basket.
Endorsement: celebrities often lend their names to ads for product or services for
which they may or may not be the experts For instance Sachin Tendulkar has been
endorsing the Palio brand of Fiat.
Actor: A Celebrity may be asked to present a product or service as a part of
character enactment rather than personal testimonial or endorsement. For instance
Sweta Tiwari of Prerna fame (Kasuati Zindagi ki ) enacts as a housewife for Nirmas
ad campaign. It has nothing to do with her on screen or off-screen image In fact she
just enacts the character and expectations of a normal housewife from a detergent
bar.
Spokesperson: A celebrity who represents a brand or company over an extended
periods of time often in print and TV ads as well as in personal appearances is
usually called a companys spokesperson. (Schiffman and Kanuk,1997) The reason
for using celebrities a spokesperson goes back to their huge potential influences.
Compared to other endorsers, types, famous people achieve a higher degree of
attention and recall. They increase awareness of a companys advertising create
positive feelings towards brands and are perceived by consumers as more
entertaining (Solomon, 2002) Using a celebrity in advertising is therefore likely to
positively affect consumers brand attitude and purchase intentions.
Celebrity Endorsement : A Strategic Promotion Perspective
Special celebrity events ex. Film fare star awards, Videocon screen awards
etc. In addition they are present in News, Fashion magazines and tabloids,
which provide second source of information on events and private life of
celebrities through mass media channels. Last but not the least celebrities
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Definition of Advertising
Advertising, sales promotion and public relations are mass-communication tools
available to marketers. As its name suggests, mass communication uses the same
message for everyone in an audience. The mass communication tools trade off the
advantage of personal selling, the opportunity to tailor a message to each prospect,
for the advantage of reaching many people at a lower cost per person (Etzel et al.,
1997). Today, definitions of advertising abound. We might define it as communication
process, a marketing process, an economic and social process, a public relations
process or an information and persuasion process (Arens, 1996). Dunn et al. (1978)
viewed advertising from its functional perspectives, hence they define it as a paid,
non-personal communication through various media by business firms, non-profit
organization, and individuals who are in some way identified in the advertising
message and who hope to inform or persuade members of a particular audience.
Morden (1991) is of the opinion that advertising is used to establish a basic
awareness of the product or service in the mind of the potential customer and to
build up knowledge about it. Kotler (1988) sees advertising as one of the four major
tools companies use to direct persuasive communications to target buyers and public
noting that it consists of non-personal forms of communication conducted through
paid media under clear sponsorship. According to him, the purpose of advertising is
to enhance potential buyers responses to the organization and its offering,
emphasizing that it seeks to do this providing information, by channeling desire, and
by supplying reasons for preferring a particular organizations offer.
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SALES PROMOTIONS
These are techniques used to keep a product name in the mind of the consumer
without using the direct advertising mentioned previously. Possible promotions might
be:
DIRECT MAIL
This is the process by which the company contacts the customer directly with
information and/or incentives to buy the product from outlets. New laws on sending
direct mail and the growth of email marketing have significantly changed how
customers are contacted. Plus, advances in technology mean that companies are
now better able than ever to effectively target customers through direct mail.
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The Plant
The Resource Investigator
The Coordinator
The Shaper
The Monitor
The Team Worker
The Implementer
The Completer
The Specialist
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The launch of Cadbury Dairy Milk with Creme Egg was part of a product
extension strategy for Cadbury Dairy Milk. The strategy involved adding new flavours
to the range, including Mint Chips, Crunchie and Turkish Delight.
The launch was supported by a 4m marketing package, including TV adverts
and sponsorship of Coronation Street. At the same time an in-store campaign and
high-impact display was designed to build strong presence.
The TV campaign focused on the product and communicated to viewers the
union of Cadbury Dairy Milk and Cadbury Creme Egg in one bar: Six of one and half
a dozen of another.
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Vision
A Cadbury in every pocket
To align with our core purpose, Cadbury India has defined its Vision as "Life Full of
Cadbury
and
Cadbury
Full
of
Life".
Cadbury India will participate in many spaces of consumer life through a cache of
product
offerings
be
it
chocolates
or
snacks
or
gum.
We believe that work and fun can co-exist beautifully. Therefore at Cadbury India, it's
all about work hard, play harder! We bring moments of delight to our consumers
everyday and every time. Therefore, we strongly believe that the people who create
these products should also have fun while doing so. We make market and sell
unique brands, which give or bring pleasure to millions of consumers around the
world
everyday.
We are an international company, proud of our long heritage, respectful of the social
and natural environment in which we operate, supportive of our consumers,
customers and colleagues, and above all, we are passionate about success.
This success has been built upon understanding the needs of our consumers,
customers and other stakeholders and by operating to a clearly defined set of values.
But around us the world changes. The obligations of business to society have
broadened. Yet, at the same time we want to ensure the continuation of our own
heritage.
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Worldwide Cadbury's
Although the company is based in the Midlands in Britain, Cadbury's has factories
across the world: Yet again, a testimony to the resolve to make good its mission
statement.
The company has factories in AU, NZ, Indonesia, Malaysia, China, India, Poland, as
well as across Africa. It also operates smaller subsidiary businesses in Germany,
France, Spain, Holland and Argentina, and holds franchise understandings with
businesses
in
Canada
and
the
United
States.
In many of these countries, Cadbury's is the leading confectionary brand.
Core Purpose
At Cadbury Schweppes, our core purpose is "Working together to create brands
people
love".
The core purpose captures the spirit of what we are trying to achieve as a business.
We collaborate and work as teams to convert products into brands.
Corporate Culture: Cadbury is having fantastic HR team where they can handle all
the issues of the company. But now the corporate culture of Cadbury is coming down
and they are thinking of giving responsibility for Kraft. But the financial director of
Cadbury is not at all compromising in giving them rights, because he says if Kraft
has taken the rights, companys corporate culture is be swallowed.
Cadburys Organizational culture: Participation of all the employees and
management in work is the main thing for any organization and they are maintaining
it. They have a nature of helping others. They will work together in their work and
they will work as a team to complete the given task. Performance and effectiveness
is their main strength. They will maintain good relationship with their employees and
management is responsible for that. The management will create family atmosphere
at work place for their employees to do work. They will create a passion in work for
the employees. They will sense the value of work and they will think of companys
growth in all aspects.
Cultural Analysis: Cadbury is now thinking of changing their culture of their company.
If culture is changed they will first get negative from their staff. Staff will be demotivated from the work and they cant show proper interest in their work. And the
main thing is that they can lose the reputation of the brand, by changing the culture.
But some are saying that if they change the culture, they will improve their brand
name. So, to change the companys culture they have the give rights to Kraft.
Companys culture will be increased and reputation will also be in the same manner.
By doing this Cadbury can also make their stakeholders feel happy and they will also
make more profits.
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Market Research
Market research is the gathering, recording and analysing of information about
markets and their probable reaction to product, price, distribution and promotion
decisions. Market research is critical for successful NPD and marketing mix planning.
Gathering information can be done by either desk or field research.
Desk research involves analysing all the internal and external information available.
Field research is done by contacting consumers either using surveys,
questionnaires, feasibility studies or sampling, among other methods to get primary
data from the target market.
There are various ways of carrying out market research:
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Market research department: Very large organisations may have their own
dedicated market research department.
Market research agencies: These companies specialise in market research.
Research may be done with the collaboration of the companys marketing
department, but fieldwork will be carried
out by the agency.
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OBJECTIVE OF STUDY
The purpose of this study is to examine activities of Cadbury India Ltd. with respect
to awareness of Cadbury Dairy Milk.
This research work is also designed to achieve the following specific objectives.
This study will help us to know the customer preference towards the chocolates.
This study is important to understand the changing taste of the consumers.
This study helps to understand the need and their demand in the market.
It helps to improve the sales with the help of survey.
It is important to understand the choice of consumers towards chocolates.
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RESEARCH METHODOLOGY
The purpose of methodology is to describe the process involved in research work.
This includes the overall research design, data collection method, the field survey
and the analysis of data.
OBJECTIVES
To know the awareness of the people about Cadbury.
Finding future potential for Cadbury.
Interview method
Delphi technique
Projective technique
Magazines
Books
Newspaper
Census data
Government
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RESEARCH DESIGN:
Research Design is the arrangement for conditioned for data collection & analysis of
data in a manner that aims to combined relevance to research purpose with
economy in procedure.
A research design is a master plan or model for the conduct of formal investigation. It
is blue print that is followed in completing study.
The research conducted by me is a descriptive research. This is descriptive in nature
because study is focused on fact investigation in a well-structured from and is based
on primary data.
RESEARCH PLAN
Type of study: For completing my study I have gone for sample study because
looking at the size of population & the time limitation it was not convenient for me to
cover entire population. Hence, I have gone for sample study rather than census
study.
SAMPLING PLAN:
A sample design is a definite plan for obtaining a sample from a given population. It
refers to the technique or the procedure that researcher would adopt in selecting
items to be inched in the sample i.e. the size of sample. Sampling plan is determined
before data are collected.
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SAMPLING SIZE:
For proper study of the problem, it is necessary to have proper sampling. It means
that the sample should be of proper size. If the sample is either too small or too big,
it shall make the study difficult.
Total sample size is of my study is 100.
SAMPLING PROCEDURE:
The selection of respondents were accordingly to be in a right place at a right time
and so the sampling were quite easy to measure, evaluate and co-operative. It was a
randomly area sampling method that attempts to obtain the sample of convenient.
ANALYSIS:
The important factors and datas collected were sequentially analyzed and graphed.
FIELD WORK:
I have collected the data through medium called questionnaire collecting the
responses from 100 people in all. I had done my field work in from several area of
Gonda City. I started my project very first educating the respondents about my entire
project, and ask them to cooperate with me. Mostly all the respondent were aware
of this type of surveys.
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81
82
Que-1
83
Que-2
84
85
86
Que-5
Milk?
87
88
89
90
91
Que-10
health?
92
Que-11
93
94
95
96
97
98
LIMITATIONS
As every research have its own limitations, so as we had and they are as follows:
1. Survey conducted in very small geographical area, in Gonda.
2. Research conducted on the response of the 100 respondents, which cannot correctly
represent the population.
3. The geographical segmentation was our limitation as we have restricted our
research to Gonda city only.
4. Timing was limiting factor for the study. Time chosen was too short to prepare
report and to meet respondents.
5. Respondent bias was another limitation of the study. Respondent may not have
given us accurate information which was a constraint of our research.
6. Resource constraint was another limitation due to which we are unable to do in depth
survey.
7.
8. Survey based on a Random sampling method so that why the accuracy of the result
may not appropriate.
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Recommendation
As per our findings we have some recommendations, which will be useful when
Cadbury will introduced new brand of chocolate in the market.
Advertisement and Publicity should be done very strongly, not only by visualising the
chocolate on different media but also by using different techniques. This will help in.
1) Help in to make people aware about their different brands that are available.
2) Cadbury will be visible in the market.
3) Help in attracting the more people to buy their brand.
4) Will give strong position in the market to stand against the strong competitor
Cadbury.
5) Help in making the people loyal to Cadbury.
6) Help in deciding the different type of strategy.
7) Help in decision taking.
Cadbury has succeeded in capturing the market and very much succeed in making
people aware to Cadbury and of the product and its great success for them. Its
something on which Cadbury as well as the people who are served feel proud.
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CONCLUSION
From this study, we can find that from the total of 100 Respondents interviewed 93
respondents like to eat chocolate and out of 93 respondents 80 does not purchase
chocolate because of advertisement but they just like to eat. Most of respondents like
emotional appeal in advertisement. Awareness level of Cadbury is very high.
From this result, we can conclude that generally people who want to eat chocolate
will go for Cadbury. They do not prefer any other chocolate on Cadbury. They are
satisfied with different brand of Cadbury. The perception of people toward Cadbury is
positive generally they do not need any help in recognizing the best chocolate
among the many that are available in the market. People are also aware with other
chocolate company in market but most of choose Cadbury.
People enjoyed with Cadburys advertisement and 77 % said that Cadbury is not bad
for health. People also rate the Cadbury as a product and result was 87 % in favour
of Cadbury.
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ANNURE
Questionnaire for Customer PRODUCT AWARENESS OF CADBURY BRAND
NameAgeAddressThis is a questionnaire section regarding the choice for Cadbury. Please let us know
your feedback through the same & make ticks on the questions given below.
Your feedback is important to us.
1.
Yes ( )
No ( )
2.
3.
Which brand comes to your mind first when you hear the word chocolate?
Cadbury ( ) Nestle ( ) Amul ( ) Parle ( ) others ( )
4.
5.
6.
Yes ( )
No ( )
8.
Do you feel Mr. Amitabh Bacchan is the right celebrity to endorse the
brand?
Yes ( )
No ( )
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10.
11.
poor ( )
12.
13.
No ( )
May be ( )
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Websites:
www.cadbury.co.in
www.fmcgmarketers.blogspot.com/2007/12/chocolate-market-in-india
www.wikipedia.com
www.wikipedi.encyclopedia.com
www.scribd.com
www.slideshare.net
Books:
Marketing Research
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