Beruflich Dokumente
Kultur Dokumente
Objectives
To study influence of Cadbury in todays world.
To find out its positive & negative impacts on human health.
To educate the youths about its ill effects on health.
Sources of Data
The data was collected by visiting various websites which helped me
in collecting data regarding influence of Cadbury on youth and its
positive and negative effects thereby leading to successful completion
of my project.
INTRODUCTION
Cadbury's presence in India dates back to 1948, when the parent
Cadbury Schweppes set up a wholly owned subsidiary Cadbury Fry (India)
Ltd. Cadbury, a subsidiary of Cadbury Schweppes is a dominating player in
the Indian chocolate market with strong brands like Dairy Milk, Five Star,
Perk, Gems, etc. Dairy milk is the largest chocolate brand in India.
Chocolates & Confectionery contribute to 75% of Cadburys turnover.
Cadbury also has a strong brand Bournvita in the malted health drink
category,
which
accounts
for
24%
of
turnover.
could not take off and was discontinued 3-4 years later. In 1989, Cadbury
diversified into ice creams with Dollops and Lopstop brands, which were
sold off to Brooke Bond in 1994. John Cadbury As the enterprise prospered,
in 1847 John Cadbury rented a larger factory in Bridge Street, off Broad
Street, in the centre of Birmingham and
RESEARCH PURPOSE
Achieving accuracy in any research requires in depth study regarding
the subject. 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 research methodology adopted is basically
based on primary data via which the most recent and accurate piece of first
hand information could be collected. Secondary data has been used to
support primary data wherever needed.
Primary
data
was
collected
using
the
following
technique
REVIEW OF LITERATURE
INTRODUCTION
Cadbury India Ltd, a subsidiary of Cadbury Schweppes Overseas Ltd
is a leading global confectionery company with an outstanding portfolio of
chocolate, gum and candy brands. The company manufactures and sells
chocolate blocks, slabs, or bars; coated wafer biscuits; malted food; and sugar
confectionery. They also export their products to Sri Lanka, Dubai, Ghana
and Maldives. The company has manufacturing facilities at Thane and Induri
in Maharashtra, Malanpur in Madhya Pradesh, Bangalore in Karnataka and
Baddi in Himachal Pradesh and 4 sales offices at Mumbai, Kolkata, New
Delhi, and Chennai. The corporate office is in Mumbai. The company
operates in four categories namely, Chocolate Confectionery, Milk Food
Drinks, Candy and Gum category. In the Chocolate Confectionery business,
the company has maintained their undisputed leadership over the years,
which has some key brands, namely Cadbury Dairy Milk, 5 Star, Perk,
Eclairs and Celebrations. In the Milk Food drinks segment, the main product
is Bournvita, which is the leading Malted Food Drink in the country. In the
medicated candy category Halls is the undisputed leader and in the gums
category the company launched the worldwide dominant bubble gum, with
the name Bubbaloo. Cadbury India Ltd was incorporated in the year 1948 as
a private limited company with the name Cadbury Fry (India) Pvt Ltd. The
company began their operations in India by importing chocolates. In the year
1950s, the company started the manufacture of Chocolate and Bournvita.
5
Also, they launched Cadbury's Fruit & Nut. In the year 1960s, the company
set up a Cocoa Research Centre in Kerala. They set up their first plant in
India at Thane in Maharashtra.
subsidiaries, Cadbury
from February 7, 2003. In the year 2005, the company increased the
production capacity of Malted Foods by 4,600 tonnes to 13,200 tonnes and
Hard Boiled confectionery & Gums by 1,026 tonnes to 8,651 tonnes.
In the year 2006, they increased the production capacity of Malted
Foods by 9,000 tonnes to 22,200 tonnes and Hard company launched
Cadbury Lite for consumers with diabetes, which contains a sugar substitute
called Maltilol that ensures a low glycemic index in the product. In May
2008, the company joined
HISTORY
Cadbury, the global leader in the chocolate confectionery market,
began in 1824 when a young Quaker named John Cadbury opened up a shop
in Birmingham. John sold coffee, tea, drinking chocolate and cocoa at his
shop. Believing that alcohol was a main cause of poverty, John hoped his
products might serve as an alternative. He also sold hops and mustard. Like
many Quakers John had high quality standards for all of his products.At that
time in England, Quakers were prohibited from attending university, since it
was affiliated with the established church, and their pacifist beliefs kept them
from joining the military. With few opportunities available, Quakers often
went into business-related fields and/or devoted their time to missions of
social reform.By 1842 John was selling 11 kinds of cocoa and 16 kinds of
drinking chocolate. Soon Johns brother Benjamin joined the company to
form Cadbury Brothers of Birmingham. The Cadbury brothers opened an
office in London and received a Royal Warrant (one of many) as
manufacturers of chocolate and cocoa to Queen Victoria in 1854. Six years
later the brothers dissolved their partnership because of Johns failing health
and the death of his wife. They left the business to John's sons George and
Richard. Johndevoted the rest of his life to social work and died in 1889.
With
Cadburys
continued
confectioner
Frederic
8
Kinchelman was appointed to share his recipe and production secrets with
Cadbury workers. This resulted in Cadbury producing chocolate covered
nougats, bonbons delices, pistache, caramels, avelines and more. Cadbury
manufactured its first milk chocolate in
1897. Two years later the Bournville factory employed 2,600 people and
Cadbury was incorporated as a limited company.
During World War I, more than 2,000 of Cadburys male employees
joined the Armed Forces. Cadbury supported the war effort, sending warm
clothing, books and chocolate to the soldiers. Cadbury supplemented the
government allowances to the dependants of their workers. When the
workers returned, they were able to return to work, take educational courses,
and injured or ill employyees were looked after in convalescent homes.
During this period trade overseas increased, and Cadbury opened its first
overseas factory near Hobart, Tasmania. The next year Cadbury merged with
JS Fry & Sons, a past market leader in chocolate.
Cadbury supported the war effort during World War II by converting parts
of its factory into workrooms to manufacture equipment like milling
machines for rifle factories and parts like pilot seats for Defiant fighter
planes.
around
60,00 people.
Their heritage starts back in 1783 when Jacob Schweppe perfected his
process for manufacturing carbonated mineral water in Geneva, Switzerland.
And in 1824 John Cadbury opened in Birmingham selling cocoa and
chocolate.
These two great household names merged in 1969 to
form Cadbury Schweppes plc. Since then they have
expanded their business throughout the world by a programme of organic and
acquisition led growth.
Concentrating on their core brands in beverages and confectionery
since the 1980s, they have strengthened their portfolio through almost fifty
acquisitions, including brand icons such as Mott's, Canada Dry, Halls,
Trident, Dentyne, Bubblicious, Trebor, Bassett, Dr Pepper, 7 Up and Snapple.
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Cadbury Brands:
Chocolates
Snacks
Beverages
Candy
SNACKS:
Bytes
BEVERAGES
Bournvita
CANDY
Halls
CHOCOLATES
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Dairy Milk
5 Star
Perk
Celebrations
Temptation
Eclairs
Gems
DAIRY MILK
The
Milk
story
of
Cadbury Dairy
started
way
back
in
lovers in India
began in 1948.
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.
Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk
Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy
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The second largest after Cadbury Dairy Milk with a market share of 14%,
Cadbury 5 Star moves from strength to strength every year by increasing its
user base.
Launched in 1969 as a bar of chocolate that was hard outside with soft
caramel nougat inside, Cadbury 5 Star has re-invented itself over the years to
keep satisfying the consumers taste for a high quality & different chocolate
eating experience.
One of the key properties that Cadbury 5 Star was associated with was its
classic Gold colour. And through the passage of time, this was one property
that both, the brand and the consumer stuck to as a valuable association.
13
More recently, to give consumers another reason to come into the Cadbury 5
Star fold, Cadbury 5 Star Crunchy was launched. The same delicious
Cadbury 5 Star was now available with a dash of rice crispies.
PERK
Cadbury launched 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 the rise of more value-for-money brands in the wafer chocolate
segment, Cadbury Perk unveiled two new offerings - Perk XL and XXL. In
2004, with an added dose of 'Real Cadbury Dairy Milk' and an 'improved
wafer', Perk became even more irresistible
CELEBRATIONS
14
15
TEMPTATION
Ever see people hide away their chocolate since they dont want to
share
it! If you have, then its likely to be a bar of Cadbury Temptations!
Cadbury Temptations is a range of delicious premium chocolate in five
flavours.
Research revealed a niche segment of chocoholics - those exposed
to international chocolates and those who love a variety of chocolates but
possibly find the price of international chocolates too high. Cadbury
Temptations is a range targeted at this segment of discerning chocolate
lovers.
The Cadbury Temptations range is available in 5 delicious flavour
16
variants
- Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forest and Old
Jamaica. With its international quality chocolate Temptations soon became a
popular brand for "chocoholics".
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RESEARCH OBJECTIVE
OBJECTIVE
1.
2.
3.
4.
5.
6.
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HYPOTHESIS
Hypothesis is a testable statement of a potential relationship between
two or more variable or more that is advanced as potential solution to the
problem.
Hypothesis is a tentative solution given by the researcher for the
problem. The hypothesis stated by the researcher may be or may not be true
depending upon the problem.
CHARACTERISTICS OF HYPOTHESIS:
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HYPOTHESIS TESTING
After a survey it is found that today is youth is highly addicted to the
usage of chocolates. The overall study shows that Cadbury chocolates has
changed from luxury to necessity and then to the addiction. Everyone does
have a Cadbury chocolate on a regular basis.. The upcoming generations
finds such kinds of chocolates very attractive. On the basis of study and
survey the following hypothesis can be framed :
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21
22
Also, even at its lowest price point, Cadbury chocolate was still
inaccessible to majority of the rural population. Therefore, in an effort to
upgrade the Candy and Mithai eating consumers to chocolate, Cadbury
launched CDM Shots in 2008. An innovative format of sugar coated
chocolate made to withstand the rural temperature fluctuations.
Positioned as chocolate laddoo and priced at Rs. 2 for 2 pieces, the
attempt was to introduce the product to consumers as the perfect value-formoney accompaniment for their small celebratory occasions.
Multiple campaigns from the brand have established the name Shots
and laddoo amongst kids, teens and adults. These chocolate laddoos are the
new affordable alternative to sweet.
DAIRY MILK SILK
Cadbury Dairy Milk has captured the heart of Indian consumers for over
six decades; but there was room for a more premium entrant in the category.
And enter CDM Silk. Most CDM lovers thought that nothing could taste
better, but CDM Silk came as a welcome surprise! It is creamier, smoother,
and tastier. Its dome shaped cubes pack more chocolate and hence provide a
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CADBURY CLEBERATION
A festival is not a festival unless it is celebrated, and a celebration is
not a celebration unless you open a box of Cadbury Celebrations! If there
was one challenge that Cadbury faced, then it was in converting the
quintessential Mithai loving Indian into a chocolate fan. With Celebrations,
we not only succeeded in positioning chocolates as the modern variant over
the traditional Mithai, but also managed to connect to the average Indian for
whom festivals hold a special significance. If Raksha Bandhan is special to
an average Indian, so is Diwali (festival of light). The Cadbury Celebrations
journey began in 1997 with Cadbury attempting to introduce the
Celebrations range as a typical gift for a festive occasion. In 2000, Cadbury
positioned Celebrations as the new `Rakhi Par Ek Meetha Sa Uphar and
slowly, people started waking up to the idea of gifting their near and dear
24
with the tagline `Ek Aisi Mithaas, Jo Dosti Ko Banaye Aur Bhi Khaas
celebrated the warmth of re-unions and friendships that went beyond time. In
2009, Celebrations took the brand thought deeper into the meaning of
Diwali; it was now a symbol of new friendship, spreading happiness, and
taking a moment to thank all those who remain unappreciated for most part
of the year. Tapping into the festive mood of togetherness, Celebrations
started asking people `Iss Diwali Aap Kisse Khush Karenge?
branded separately, distancing itself from its Dairy Milk parent, in order to
appeal to a younger market, hence the wide variety of wrappers and graphics.
The famous Fruit and Nut advert had the slogan 'Everyone's a fruit and
nutcase'. However by the 1980s, they went full circle and all branding and
wrappers were all realigned towards being part of the Dairy Milk family once
again, so all bars once again became predominantly purple, so were
unmistakably Dairy Milk. In 2003 this was further reinforced with a
rebranding to become Cadbury Dairy Milk Fruit and Nut.
27
RESEARCH DESIGN
The researcher has used descriptive type of research for the project.
Descriptive research is very common in business and other aspects of life. In
fact, most of the marketing research youve heard about or participated in can
be categorized as descriptive research. With a descriptive research design we
are usually trying to describe some group of people or other entities.
Descriptive research, is used to describe characteristics of a population or
phenomenon being studied.
Descriptive research does not fit neatly into the definition of either
quantitative or qualitative research methodologies, but instead it can utilize
elements of both, often within the same study. The term descriptive research
refers to the type of research question, design, and data analysis that will be
applied to a given topic. Descriptive statistics tell what is, while inferential
statistics try to determine cause and effect.
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29
Opportunities:
1. Growing middle class and growing urban population.
2. Increasing gifts cultures.
3. Substitute to Mithais with higher calories/cholesterol.
4. Increasing concept in departmental stores desire at cash counters.
5. Opportunity increases with increase in market shares by acquisition.
6. Transfer production to low cost countries where labour cost and raw
material will be cheap.
7. Introduction of new products with low fats.
Threats:
1. Due to highest brand equity and low cost, it is successful in India.
2. Globalization will bring in better brands for upper end of the market.
3. High fats and calories in the products of Cadbury may reduce the demand
of the consumers who are conscious of nutrition and healthier lifestyles.
4. Competitive pressure from other national and global suppliers.
30
31
32
They are the number one chocolate brand with a share of about 70%. Today
only one third of
the population buys the chocolate so Cadbury is challenged to introduce the
pleasure of Cadbury to many peoples.
Growing with the market: To attract the broader range of consumers is the
main target the Cadbury. They created a base range of their acceptable
chocolate brands at more reasonable and affordable price. They also
introduced the gift range products for the customers segments with highincome group.
Eclairs became more popular in the markets with a hotter climate. The
consumers find the delicious taste of chocolate in the middle that easily melts
in the mouth and not in the hot climate. It is also an affordable chocolate for
everyone. The new Eclairs Crunch is with more crispy caramel shell for hot
climatic conditions.
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SAMPLING METHOD
In survey method research, participants answer questions administered
through interviews or questionnaires.
questions, researchers describe the responses given. In order for the survey to
be both reliable and valid it is important that the questions are constructed
properly. Questions should be written so they are clear and easy to
comprehend.
Another consideration when designing questions is whether to include openended, closed-ended, partially open-ended, or rating-scale questions
The researcher collected the information from
1. Primary method of data collection: The researcher has collected
information by preparing a questionnaire about dairy milk and
circulating it among friends and colleagues.
2. Secondary method of data collection: The researcher also collected
information about Cadbury dairy milk from secondary methods like
internet, Cadbury official website, blogs etc.
The problems faced by the researcher in conducting primary research are as
follows:
Sample sizeSampling involved selecting units from a population of interest so that by
studying the sample can fairly generalize the results back to the population
35
from which they were chosen. In the present course work, convenience
sampling was used and an
aggregate sample size was Sampling procedure. It has taken simple random
sampling.
Sources of secondary data
Used to obtain information on, Cadbury and its competitor history,
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.
36
but then what about the packing - packaging was not proper or airtight, either
ways it's a manufacturing defect with unhygienic conditions or improper
packaging."
That was followed by allegations and counter-allegations between Cadbury
and FDA. The heat of negative publicity melted Cadbury's sales by 30 per
cent, at a time when it sees a festive spike of 15 per cent.
For the first time, Cadbury's advertising went off air for a month and a half
after Diwali, following the controversy. Consumers seemed to ignore their
chocolate cravings.
As a brand under fire, in October itself, Cadbury's launched project 'Vishwas'
- a education initiative covering 190,000 retailers in key states. But what the
company did in January 2004 is what really helped de-worm the brand.
By investing up to Rs 15 crore (Rs 150 million) on imported machinery,
Cadbury's revamped the packaging of Dairy Milk. The metallic poly-flow,
was costlier by 10-15 per cent, but Cadbury didn't hike the pack price.
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Response (%)
25%
Yes
No
75%
39
Dairy milk
5 star
Perk
Kit-Kat
Others
40
60%
60%
50%
40%
30%
20%
10%
10%
10%
5%
0%
Dairy Milk
5 Star
Kit-Kat
Others
5%
Perk
41
0.7
70%
60%
50%
40%
30%
less then 5
less then 10
above 10
20%
20%
10%
0%
200%
150%
NO
YES
100%
60%
50%
0.4
0%
42
6. Do you think now people have become more health conscious that the
need of chocolate have declined?
200%
180%
160%
140%
120%
100%
MAY BE
0.2
50%
NO
YES
80%
60%
0.3
40%
20%
0%
7. Do you think sugar free dairy milk should be introduced to attract health
conscious people?
43
0.6
YES
0.15
60%
NO
25%
MAY BE
50%
40%
MAY BE
30%
20%
NO
10%
0%
YES
15%
yes
no
85%
T.V
80%
70%
60%
50%
40%
30%
20%
10%
0%
PRINT MEDIA
0.75
0.05
RADIO
0.05
HOARDINGS
15%
RADIO
PRINT MEDIA
T.V
40%
60%
YES
45
NO
HOARDINGS
YUMMY
0.2
0.6
60%
50%
TASTY
CRUNCHY
20%
CRUNCHY
40%
30%
TASTY
20%
10%
YUMMY
0%
46
30%
yes
no
70%
FINDINGS
47
48
CONCLUSION
Cadbury's presence in India dates back to 1948, when the parent
Cadbury Schweppes set up a wholly owned subsidiary Cadbury Fry (India)
Ltd. Cadbury, a subsidiary of Cadbury Schweppes is a dominating player in
the Indian chocolate market with strong brands like Dairy Milk, Five Star,
Perk, Gems, etc. Dairy milk is the largest chocolate brand in India.
Chocolates & Confectionery contribute to 75% of Cadburys turnover.
Cadbury Dairy Milk (CDM) entered the Indian market in 1948, and since
then for consumers across India, the word Cadbury has become synonymous
with chocolate. CDM remains at the top of the Indian chocolate market not
only because of its most delicious, best tasting chocolate but also because of
its memorable communication. A strong foundation: Since 1948, Cadbury is
serving their products in India and they have created a very strong tradition
and leadership position. They are the number one chocolate brand with a
share of about 70%. Today only one third of the population buys the
chocolate so Cadbury is challenged to introduce the pleasure of Cadbury to
many peoples.
49
BIBLIOGRAPHY
The following sites helped me to complete my project:
www.academia.edu
www.itu.gov.in
www.streetdirectory.com
www.ehow.com
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QUESTIONARIE
1. Do you eat chocolates?
Yes
No
Dairy milk
5 star
Perk
Kit-Kat
others
No
6. Do you think now people have become more health conscious that the
need of chocolate have declined?
Yes
No
Maybe
7. Do you think sugar free dairy milk should be introduced to attract health
conscious people?
Yes
No
Maybe
8. Have you seen dairy milk advertisement camping?
Yes
No
9. Which dairy milk advertisement are more appealing?
TV
Print media
Radio
Hoardings
Yummy
Testy
Crunchy
12. Do you think price of dairy milk is fair?
Yes
No
53