Report

On

CONSUMERS SATISFACTIONS TOWARDS CADBURY

CHOCOLATES IN SHASTRI NAGAR

Submitted in partial fulfilment of the requirements for the award of

the degree of
Bachelor in Business Administration

Submitted to: Submitted by:

Dr. Preeti Vats Sakshi katoch
00528101721

Kamal Institute of Higher Education and Advance Technology

K-1 Extension , Mohan Garden , New Delhi - 110059

( Affiliated to GGSIPU , Delhi )

Batch (2021-2024)
 CERTIFICATE

This is to certify that the work embodied in this project entitled “A PROJECT
REPORT ON CONSUMERS SATISFACTION TOWARDS CADBURY
CHOCOLATES ”represents the independent project work carried out by my
student Dr. Preeti Vats under my supervision and guidance for the award of
BBA 2nd year and the same has not been submitted earlier to any other
institution for a degree/diploma
 DECLARATION
I do hereby declare that this project work A PROJECT REPORT ON
CONSUMERS SATISFACTION TOWARDS CADBURY
CHOCOLATES submitted by me for the partial fulfilment of the requirement
for the award of Bachelors in Business Administration (BBA) is a record of my
own research work.

The report embodies the finding based on my study and observation and has
not been submitted earlier for the award of any degree or diploma of any
institute or university.
 ACKNOWLEDGMENT

There is always a sense of gratitude which everyone expresses to others for

the helpful and needful services they render during difficult phases of life
and help to achieve the goals already set.The submission of this project
report gives us an opportunity to convey our gratitude to all those who have
helped us to reach a stage where we have impress confidence to launch our
career in the competitive word of information technology.I too, want to
express my deep gratitude to each and every who has been helpful to us in
getting this task of project handling to be successful.I would like to express
our profound gratitude to Dr. PREETI VATS as us project guide.She was
ever willing to give all kind of support and encouragement.Her assistance
and encouragement although my project work has left a lasting impression
in my life.Under her guidance this project was never a problem for me.I am
also thankful to all my friends who help me in making this project a real
success and our respected parents and family who have given me all the
support whatsover.

Place: New Delhi Name: Sakshi katoch

 CONTENTS

Chapter Particulars Page

no.
1. Introduction

2. Marketing And Market In Strategy

3. Methodology
4. Data Analysis And Interpretation

5. Conclusion Findings And Suggestion

6. Bibliography
Questionnaires
Chapter – 1
INTRODUCTION TO CADBURY

GEORGE CADBURY FOUNDER OF THE TRUST (1839 – 1922)

Cadbury is a leading global confectionery company with an outstanding

portfolio of chocolate, gum and candy brands. We create brands people
love - brands like Cadbury, Tridentand Halls.

Our heritage starts back in 1824 when John Cadbury opened a shop in
Birmingham selling cocoa and chocolate. Since then we have
expanded our business throughout the world by a programme of
organic and acquisition led growth. On 7 May 2008, the separation of
our confectionery and Americas Beverages businesses was completed
creating Cadbury plc with a vision to be the world's BIGGEST and
BEST confectionery company.

MISSION
To create and sustain flourishing communities where people choose to live.
1. By promoting new social housing of good quality which
enhances the environment.
2. By managing housing stock and estates to the highest standard
for all residents.

3. By encouraging residents to share in decisions affecting their

communities

VISION

. Promotion of brands carrying mass franchise without compromise on

quality or margins.

. Increasing the market depth including rural India’s coverage. (so far in
case of chocolates, rural areas are not covered)

. Better product quality and packaging.

. All round efficient utilisation of tangible as well as intangible assets

such as brands and people.
. Efficient working capital management .Depreciation charge to meet
the CAPEX needs every year. Surplus cash so generated to be either
gainfully and meaningfully reinvested in business or return to
stakeholders.

CADBURY VALUES
We are performance driven, values led. Throughout changing times, our
constant values have inspired us to be pioneers in business and in
corporate responsibility. They help ensure we are proud of our company
and are critical to our core purpose of creating brands people
love.PerformanceWe are passionate about winning. We compete in a
tough but fair way. We are ambitious, hardworking and make the most
of our abilities. We are prepared to take risks and act with speed Quality.

We put quality and safety at the heart of all of our activities - our
products, our people, our partnerships and our performance. Respect
we genuinely care for our business and our colleagues. We listen,
understand and respond. We are open, friendly and welcoming. We
embrace new ideas and diverse customs and cultures. Integrity we
always strive to do the right thing. Honesty, openness and being
straightforward characterise the way we do business. We have clear
principles and do what we say we will do.

We take accountability for our social, economic and environmental

impact. In this way we aim to make our business, our partners and our
communities better for the future.Our Business Principles are our code
of conduct and also take account of global and local cultural and legal
standards. They confirm our commitment to the highest standards of
ethics and business conduct. Core purpose and vision section: Core
purpose Our core purpose is creating brands people love. The core
purpose captures the spirit of what we are trying to achieve as a
business.

PROFILE OF CADBURY

Types of confectionery
Founder George Cadbury
Current order Cadbury plc
Country of origin United Kingdom
Introduced 1905 related brands Cadbury products
Markets World Websitewww.cadbury.co.uk

COMPANY OVERVIEW
Cadbury is a leading global confectionery company with an outstanding over 60
countries, selling our products in almost every country around the world
portfolio of chocolate, gum and candy brands. We employ around 50,000
people and have direct operations in.
In India, Cadbury began its operations in 1948 by importing
chocolates. After 60 years of existence, it today has five company-
owned manufacturing facilities at Thane, Induri (Pune) and Malanpur
(Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales
offices (New Delhi, Mumbai, Kolkota and Chennai). The corporate
office is in Mumbai.
Our core purpose "creating brands people love" captures the spirit of
what we are trying to achieve as a business. We collaborate and work as
teams to convert products into brands. Simply put, we spread happiness!

Currently Cadbury India operates in four categories viz. Chocolate

Confectionery, Milk Food Drinks, Candy and Gum category. In the
Chocolate Confectionery business,
Cadbury has maintained its undisputed leadership over the years. Some
of the key brands are Cadbury Dairy Milk,5 Star,Perk,Éclairs and
Celebrations.Cadbury enjoys a value market share of over 70% - the
highest Cadbury brand share in the world! Our flagship brand Cadbury
Dairy Milk is considered the "gold standard" for chocolates in India. The
pure taste of CDM defines the chocolate taste for the Indian consumer.

In the Milk Food drinks segment our main product is Bournvita- the
leading Malted Food Drink (MFD) in the country. Similarly in the
medicated candy category Halls is the undisputed leader. We recently
entered the gums category with the launch of our worldwide dominant
bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries
worldwide.

Since 1965 Cadbury has also pioneered the development of cocoa

cultivation in India. For over two decades, we have worked with the
Kerala Agriculture University to undertake cocoa research and released
clones, hybrids that improve the cocoa yield. Our Cocoa team visits
farmers and advises them on the cultivation aspects from planting to
harvesting. We also conduct farmers meetings & seminars to educate
them on Cocoa cultivation aspects. Our efforts have increased cocoa
productivity and touched the lives of thousands of farmers. Hardly
surprising then that the Cocoa tree is called the Cadbury tree!
Today, we are poised in our leap towards quantum growth. We are a part
of the Cadbury PLC, world's leading Confectionery Company. Yes, like
we said we will continue to spread happiness!

CADBURY WORLDWIDE:

We are currently the World’s biggest confectionery company with a

number two positions in 20 of the 50 largest confectionery markets
across the globe. We create chocolate, gum and candy brands people
love-brands Cadbury trident and Halls.

Our heritage starts back in 1824 when John Cadbury opened a shop in
Birmingham selling cocoa and chocolate. Since then we have
expanded our business throughout the world by a programme of
organic and acquisition led growth. On 7 May 2008, the separation of
our confectionery and Americas Beverages businesses was completed
creating Cadbury plc with a vision to be the world's BIGGEST and
BEST confectionery company.

A new facts and figures:

. We make and sell three kinds of confectionery: chocolate, gum and

candy

. We operate in over 60 countries John Cadbury opened for business

in 1824 - making us nearly 200 years young
. We work with around 35,000 direct and indirect suppliers

. We employ around 50,000 people

. Every day millions of people around he world enjoy our brands

. 23 June 2008
 BRAND BUILDING OF CADBURY 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. Recently, Cadbury Dairy Milk Desserts was
launched, specifically to cater to the urge for 'something sweet' after
meals. Cadbury Dairy Milk has exciting products on offer - Cadbury
Dairy Milk Wowie, chocolate with Disney characters embossed in it,
and Cadbury Dairy Milk 2 in 1, a delightful combination of milk
chocolate and white chocolate. Giving consumers an exciting reason
to keep coming back into the fun filled world of Cadbury
Cadbury Dairy Milk has been the market leader in the chocolate
category for years. And has participated and been a part of every
Indian's moments of happiness, joy and celebration. Today, Cadbury
Dairy Milk alone holds 30% value share of the Indian chocolate
market.
In the early 90's, chocolates were seen as 'meant for kids', usually a
reward or a bribe for children. In the Mid 90's the category was re-
defined by the very popular `Real Taste of Life' campaign, shifting the
focus from `just for kids' to the `kid in all of us'. It appealed to the child
in every adult. And Cadbury Dairy Milk became the perfect expression
of 'spontaneity' and 'shared good feelings'.
The 'Real Taste of Life' campaign had many memorable executions, which people
still fondly remember. However, the one with the "girl dancing on the cricket
field" has remained etched in everyone's memory, as the most spontaneous & un-
inhibited expression of happiness.
This campaign went on to be awarded 'The Campaign of the Century',
in India at the Abby (Ad Club, Mumbai) awards.

In the late 90's, to further expand the category, the focus shifted
towards widening chocolate consumption amongst the masses,
through the 'KhanewalonKoKhaneKaBahanaChahiye' campaign. This
campaign built social acceptance for chocolate consumption amongst
adults, by showcasing collective and shared moments.
More recently, the 'KuchMeethaHoJaaye' campaign associated
Cadbury Dairy Milk with celebratory occasions and the phrase "Pappu
Pass Ho Gaya" became part of street language. It has been adopted by
consumers and today is used extensively to express joy in a moment
of achievement / success. The interactive campaign for "Pappu Pass
Ho Gaya" bagged a Bronze Lion at the prestigious Cannes Advertising
Festival 2006 for 'Best use of internet and new media'. The idea
involved a tie-up with Reliance India Mobile service and allowed
students to check their exam results using their mobile service and
encouraged those who passed their examinations to celebrate with
Cadbury Dairy Milk. The 'Pappu Pass Ho Gaya' campaign also went
on to win Silver for The Best Integrated Marketing Campaign and
Gold in the Consumer Products category at the EFFIES 2006 (global
benchmark for effective advertising campaigns) awards.

OTHER MORE BRANDS OF CADBURY CHOCOLATE:

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 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

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.

Raageshwari started the trend of advertising that featured mischievous,

bubbly teenagers getting out of their 'stuck and hungry' situations by
having a Cadbury Perk. Cadbury Perk became the new mini snack in
town and its proposition "Thodisi pet pooja" went on to define its role
in the category.

CELEBRATIONS :
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 "rishtepakne do" which fits with the brand purpose of
strengthening your relationships with something sweet.

Cadbury Bites:

Cadbury Bytes was launched in 2004-05 as Cadbury's foray into the

rapidly growing packaged snack market.
Cadbury Bytes is positioned as the 'only sweet snack' in the world of
salty snacks. The proposition we have arrived at is "Snacking
kameethafunda", where we take a pot-shot at other snacks, by saying
`Har snack namkeen nahi hota'. The product is all about breaking a
cliché and teenagers identify with breaking stereotypes. The new
commercials- 'Tommy' and 'Villain', talk about breaking the
stereotype.
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.

HALLS:
Halls accounts for 50% of international cough drop sales and is the
leading sugar confectionery brand in the world. In 1930’s, the Hall
brothers invented its Mentho-Lyptus formula, using a combination of
menthol and eucalyptus, and began producing cough drops. The cough
drops were introduced into the US during the mid-1950s. Warner
Lambert recognised the potential of the product and acquired Halls in
1964. In 1971, Warner Lambert began selling Halls under the Adams
family, and the first national television campaign was aired in the US
& the results were a resounding success.

Bubbaloo:
Cadbury India has expanded its confectionary portfolio in 2007 by
foraying into the Bubble gum category with the launch of
BubbalooBubblegum- a successful bubblegum brand from its
international portfolio. Bubbaloo is an innovative soft bubble gum
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 flavours- 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.

QUALITY ASSURANCE OF CADBURY:

.Market high quality, superior value products that consistently meet our
specifications and comply with local regulatory requirements, while
continuously improving and exceeding our consumers’ expectations.

.Guarantee that our customers and consumers come first by actively

listening and understanding their quality and value expectations at the
points of purchase and consumption.

.Ensure that any representation of our company image, including our

products and trademarks, meet approved standards, reinforce our
commitment to quality and safeguard the reputation of Cadbury.

.Maintain a “right first time” culture that consistently embraces quality

and food safety, where everyone understands their responsibilities and
accountabilities.
.Operate audited quality management systems that continually
improve processes to deliver this policy and our standards.

.Assign clear management accountability for setting and meeting

measurable goals and targets for quality and food safety.

.Work with our supply chain and business partners to assure

compliance with our quality policy and systems, ensuring quality
throughout our supply chain.

.Place continuous improvement at the heart of our performance

enabling us to deliver superior products and service to our consumers
and customers.

.Create a passion for quality where success and achievement are

communicated, recognised and celebrated.

ENVIRONMENT, HEALTH AND SAFETY POLICY:

At Cadbury PLC,we see sound and responsible environmental, health

and safety (EHS) management as an integral part of achieving our goal
to grow the value of our confectionery and beverages businesses for
our shareowners.
We believe that such an approach will generate and sustain significant
environmental, social and financial benefits, thereby contributing to
our objective of long-term sustainability.

.Conduct our business in compliance with environmental, health and

safety laws and with our global standards, and regularly assess the
compliance of our operations against these requirements.
.Maintain and continually improve systems to manage our EHS
responsibilities, establishing and ensuring employee accountability for
our EHS performance at all levels of the organisation.

.Set clear targets for continual improvement in our EHS performance

and monitor these targets to ensure that they are met.

.Strive to prevent pollution and to minimise the environmental costs

and impacts of our global operations.

.Provide a safe and healthy environment for our employees,

contractors and other visitors to our sites

.Train and motivate our employees to understand their EHS

responsibilities and to participate actively in our EHS programmes

.Communicate with our shareowners, employees, customers and other

interested parties by regularly reporting on our EHS performance and
maintaining an open dialogue.

.Review and update this policy regularly.

Product:
My product is a re-launch of Cadbury dairy milk. Cadbury dairy milk is made
from real chocolate. Its ingredients include cocoa butter and there is a glass and
half full cream dairy milk in every 200 grams of Cadbury dairy milk chocolate,
Cadbury buys 65 million litres of fresh milk each year to make Cadbury dairy
milk chocolate.

Price:
Price is an important element of the marketing mix. The price charged for a
chocolate bar can determine whether a consumer will buy it and the level of
sales achieved can determine whether or not Cadbury Schweppes will make a
profit. Price is also affected by factors such as the state of the economy, what
competitors are charging, the stage reached in the products life cycle and above
all what price the market will bear. From the marketing point of view this is
what matters.

Place:

Cadbury products are produced at the chocolate factory in Bourneville

in Birmingham. After the chocolate is produced and has undergone all
the quality checks it is transported to the stockrooms. After this
Cadbury sells its products to shopsthat deal with beverages and
confectionery e.g. corner shops, super stores such as Iceland,
Sainsbury, Kwik save, Tesco, Asda, Safeway and petrol station. These
businesses are usually visited by customers on a daily basis.
They then sell it to the general public. Cadbury produces chocolate for
more than 200 countries so that they have a chance to enjoy it as well
and make profit.This gives them a wide range of consumers around the
world. Cadbury Schweppes therefore makes sure that the cultures of
these different people are kept. They can do this by producing
products, which are eaten in that particular country without upsetting
religious or cultural practises.

Promotion:

Cadbury has a great brand image in the worldwide market, they

focused on present dominance in the chocolates market to be
maintained. Average sales to grow at least at 20% p.a. for the next 3
years, volumes by at least 12%.1 new major product to be launched
every year. Sugar conf Share in sales mix to be enhanced through value
added niche products. With control over costs and reduction in relative
depreciation charge for the year, steadily increase margins.

AWARDS & ACHIVEMENTS OF CADBURY:

Asian Marketing Effectiveness Awards 08:

Asian Marketing Effectiveness Awards 2008 for Bournvita Folk/Fusion

campaign - GOLD award for the "Best Insights and Strategic Thinking" and
SILVER award for the 'Most Effective Use of Advertising'.

No. 1 FMCG Company :

Cadbury India has been ranked as the 7th Great Place to Work and the No. 1
FMCG company in India in 2008, by the Great place to Work Institute.

Great place to work 2007

Cadbury India' has been awarded the "Bronze Award for Excellence in People
Management" in the 'Great Place to Work 2007' survey conducted by Grow
Talent Company Limited and Business world. The award recognizes Cadbury
India as a national leader in the area of Human Resource Management.

Cadbury India roars at Cannes:

Cadbury India received a bronze award at the Cannes Lions

International Advertising Festival for partnering with a mobile phone
operator in 2005 to provide exam results via SMS to school children.

Reader’s Digest Award recognizes Bournvita:

Bournvita won the ‘Reader’s Digest Trusted Brands’ Gold Award for
the vitamin health supplement category in Indian in 2006. The merit
was based on 7000 responses from questionnaires and telephone
interviews across Asia.

Suraksha Puraskar Award 2050:

Cadbury India's Bangalore factory has received the "Suraksha

Puraskar" safety award from the National Safety Council Karnataka
chapter.

ABBY wins for India:

The prestigious ABBY awards, held in March, recognise creative

excellence in the Indian Advertising Industry. The Ulta Perk campaign
won four Silver Awards in total and the Cadbury Dairy Milk
Campaign, Miss Palampur, also won a Silver Award. This year
Cadbury also sponsored the new 'Young ABBY' Award.

Cadburywins the Effies 2006:

at the recent Effie 2006 awards organized by The Advertising Club
of Mumbai, our 'Pappu Pass Ho Gaya' advertising campaign bagged
two more awards - Gold in the Consumer Products category and
Silver in the Integrated advertising campaign Category.
ADVERTISEMENTS OF CADBURY
Dairy Milk has always tried to keep a strong association with
milk,with slogans such as "a glass and a half of full cream milk in
every half pound" and advertisements that feature a glass of milk
pouring out and forming the bar.
A campaign for the Fruit & Nut variety ("everyone's a fruit and
nutcase") was particularly memorable and featured the writer, radio
and television personality FrankMuir.On 9 March1976,American
singer Neil Diamond performed a concert televised throughout
Australia during which he did a humorous live commercial for Dairy
Milk. This concert, including the ad as a bonus selection, was
released on DVD on 1July2008.

In 2004, Cadbury's started a series of television advertisements in the

UnitedKingdomandIreland featuring a person and an animal
representing the person's happiness debating whether to eat one of a
range of bars including Dairy Milk.In 2005, Cadbury's original Dairy
Milk bar celebrated its 100th birthday, being first sold in 1905. It
remains the UK's biggest selling chocolate brand. Dairy Milk is sold
in the United States under the Cadbury label, but it is manufactured by
the Hershey'scompany in Pennsylvania.

In 2007, Cadbury's launched a new advertising campaign entitled

Gorilla,from a new in-house production company called "Glass And
A Half Full Productions" . The advert was premièred during the season
finale of Big Brother 2007,and consists of a gorilla at a drum kit,
drumming along to the Phil Collins song "In The Air Tonight". It is
supposed to relate the joy of playing drums to that of eating a chocolate
bar. The adverthas now become extremely popular with over two
million views on Youtube, and has put the Phil Collins hit back into
the UK charts.
On 28 March2008,the second Dairy Milk advert produced by Glass
and a Half Full Productions aired. It features several trucks at night on
an empty runway at a Mexican airport racing to the tune of Queen's
"Don't Stop Me Now". The ad campaign ran at the same time as the
problems at Heathrow Terminal 5 with baggage handling; in the advert
baggage was scattered across the runway.

On 5 September 2008, the Gorilla advert was relaunched with a new

soundtrack – Bonnie Tyler's "Total Eclipse of the Heart"– a reference
to online mash-ups of the commercial. Similarly, a version of the truck
advert appeared, using Bon Jovi's song "Livin' on a Prayer".

Mission Statement:
1. Leadership:
Maintain our relationship of the Indian industry Throughout the
continuous modernization and expansion of our Manufacturing
facilities and activities and through establishment of a wide and
efficient marketing network
2.Profitability:

Achieve a fair and reasonable return on capital by promoting productivity

throughout the company

3.Growth:

Ensure a steady growth of business by strengthening our position in the industry.

4.Quality:

Maintain high quality of our products and services and ensure their supply their
supply at prices.

5.Equity:
Promote and maintain fair industrial relations and an environment for the
effective involvement, welfare, and development of staff at all levels.

6.Pioneering:

Promote research and development efforts in the areas of product development

and energy, and fuel conservation and to innovate and optimize productivity.
CHAPTER-2

MARKETING STRATEGIES

INTRODUCTION AND IMPORTANCE OF MARKETING STRATEGIES:

Marketing strategy is a process that can allow an organization to concentrate its
limited
resources on the greatest opportunities to increase sales and achieve a
sustainable advantage.
A marketing strategy should be centred on the key concept that customer
satisfaction is the
main goal. Marketing strategy is a method of focusing an organization's
energies and
resources on a course of action which can lead to increased sales and dominance
of a targeted
market niche. A marketing strategy combines product development, promotion,
distribution,
pricing, relationship management and other elements; identifies the firm's
marketing goals,
and explains how they will be achieved, ideally within a stated timeframe.
Marketing
strategy determines the choice of target market segments, positioning,
marketing mix , and
allocation of resources. It is most effective when it is an integral component of
overall firm
strategy, defining how the organization will successfully engage customers,
prospects, and
competitors in the market arena. Corporate strategies, corporate missions, and
corporate
goals. As the customer constitutes the source of a company's revenue, marketing
strategy is
closely linked with sales . A key component of marketing strategy is often to
keep marketing
in line with a company's overarching mission statement.
PRODUCT:
Satisfaction suffices. But delight dazzles the average company will compete for
customer by conforming to her expectation consistently. But the winner will
surpass them by constantly exceeding her expectation, delivering to her door step
additional benefits which she would never have imagined possible. Cadbury’s
offer such product. The wide variety products offered by the company include:

I. Chocolates & Confectionery

II. Beverages
III. Food Drinks

Pricing:
Make no mistake. Second P of marketing is not another name for blindly lowering
prices and relying on this strategy alone to increase sales dramatically. The
strategy used by Cadbury’s is for matching the value that customer pays to buy
the product with the expectation they have about what the production is worth to
them. Cadbury’s has launched various products which cater to all customer
segments. So every customer segment has different price expectation from the
product. Therefore maximizing the returns involves identifying right price level
for each segment, and then progressively moving through them.

Place:

BRAND ISN’T THE ONLY ANY MORE. Marketers and finance

manager need a new term to evaluate their business:
Distribution Equity:
It takes much more time and effort to build, but once built, distribution
equity is much together to erode.
The fundamental axiom of Indian consumer market is this:
You can set up a state-of –the-art manufacturing facility, hire the
hottest strategies on the block, swamp prime television with best Ads,
but the end of it all, you would be know of selling your products. The
cardinal task before the Indian market is managing is to shoe-horn its
product on retail shelves. Buyers are paying for distribution equity not
brand equity and market shares.

Why does the company need distribution equity more anything in

India? With technology and competitive pressure slash in it is
becoming increasing difficult for marketers to retain a unique product
differentiation for ling period. In a product and price parity situation,
the brand that sells more is the one that reaches the highest number of
customers.

India – 1 billion people, 155 million household has over 4 million retail
outlets in 5351 urban markets and 552725 villages, spread cross 3.28
million sq. km. television has already primed and population for
consumption, and the marketer who can get to the to the consumer
ahead of competition will give a hard – to – overtake lead. But getting
their means managing wildly different terrains-climate, language,
value system, life style, transport and communication network. And
your brand equity isn’t going to help when it comes to tackling these
issues.

Own distribution network consist of clearing and forwarding (C&F)

agents & distribution stockiest. This network of distribution can either
contact wholesalers and which in turn retailers or the distributors can
contact to the retailers directly.
Once the stock product reaches retailers, the prospective customers can
have access to the product.Cadbury’s distributes the product in the
manner stated above

. Cadbury’s distribution network has expanded from 1990 distributors

last year to 2100 distributors and 4,50,000 retailers. Beside use of TI
tom improves logistics, Cadbury is also attempting to improve the
distribution quality. To address the issue of product

stability, it has installed visicolors at several outlets. This helps in

maintaining consumption in summer when sales usually drops due to
the fact that the heal effects product quality and thereby off takes.

Looking at the low penetration of the chocolate, a distribution

expansion would itself being incremental volume. The other reason is
arch rival Nestle reaches more than a million retailers.This increase in
distribution is going to be accompanied by reduction in channel costs.
Cadbury’s marketing costs, at 18% of total costs, is much higher than
Nestlé’s 12% or even pure sugar confectionery major Parry’s 11%.
The company is looking to reduce this parity level. At Cadbury, they
believe that selling confectionery is it like selling soft drinks.

Promotion:
If an advertisement is to communicate effectively, the receiver must at
least half want it to, and be prepared too take step toward the sender.
Effective advertising is rarely hectoring or loudly explicit…. It often
both attracts and generates arm feelings. More often than not, a
successful campaign has a stronger element of the unexpected a quality
that good advertising shares with much worthwhile literature.

To penetrate into the inner recesses of her memory, communication

must first ensure exposure, grab her attention evoke her
comprehension, grab her acceptance and then extract retention
competing with thousands of other units of communication trying to
do the same.

Finding showed that the adults felt too conscious to be seen consuming
a product actually meant for children. The strategic response address
the emotional appeal of the band to the child within the adult.
Naturally, that produced just the value vacuum that Cadbury was
looking to fill. Thereafter it was the job of the advertising to
communicate customer the wonderful feeling that he could experience
by rediscoursing the careful, unself conscious, pleasure – seeking child
within himself – a graft these feeling onto the Ad campaign like
“KhaneWalonKoKhaneKaBahanaChahiye” for CMD and “Thodi
Si Pet Pooja – KabhiBhiKahinBhi” for Perk have been sure shot
winner with the audience.

Whirl with the new launched temptations with the slogan “Too To
Share” the communication resolves around the reluctance of a person
who’s got their hand on a bar of temptation to let anyone else to have
a bite. As well as outdoor and radio ads, ad agency contract has created
communication for cinemas and even ATM machines for the brand.

All ICICI’ s ATM a message flashes on the screen as soon as customer

insert his ATM card. It tells the customer that this would be good time
to get out of her temptation since he/she is bound to be alone.
Something familiar is planned for phone-book as well. In cinemas,
Cadbury has a message on-screen just before the lights are dimmed to
give them a chance to get their temptations. There will also be after
dinner sampling in restaurants – to begin with, 30 catteries in Mumbai
have been selected.

The next round of activity will include the wafer-chocolate Perk and
the Picnic bar, which has faced problems with its taste, because of the
peanut it contains. Milk treat has also been launched in a module bar
form, just in time of Diwali gifting market. Éclairs has got potential
for much wide distribution, in a small sweets that airlines, hostels, and
up market retail outlet offer to guest and customers.

Ad spend in 2000 was about 14% of sales and the management said
that plans to maintain as spend at this level in the current year also.

Ad since any discussion today would be incomplete without mention

‘e’ word, the management plans to tap this new channel of marketing.
Beside three company website (i.e. www.cadburyindia .com,
wwww.bourvita.com, www.cadburygift.com that the company has
launched, it had also entered into various marketing relationship with
other portals, specially targeted during festivals and events such as
Valentines day , etc….

It’s a combination of spiffing up its key brand, researching and

improving the newer products that haven’t taken off, supported with
high ad – spends that Cadbury hopes will see it emerges stronger after
the current slowdown, as well as expand the market.

Positioning:

In the 1970s consumers were ready to pay “more for more”, and luxury
goods flourished. In the 1980s, consumers began to demand “more for
same”, and the discounting era grew strong. Today’s consumer
demanding “more for less”, and the winner will be that super value
marketers…. Some of today’s most successful companies recognize
those customers are more educated and able to recognize true customer
value…

Positioning is simply concentrating on an idea – or – even a word

defines that company in the mind of the consumer. It is more efficient
to market one successful concept to one large group of people than 50
product or service ideas to 50 separate group… repositioning is a must
when customer attitude have changed and product have strayed away
from the consumer’s long standing perception of them…

STP ANALYSIS OF THE COMPANY

Segmentation:
CADBURY has segmented its customer in the following ways :-
.Understanding needs and preferences of consumers -- Having
housing, infrastructure, and commercial construction, as demand
drivers, the company analyze the needs and preferences of consumers
in these sectors.
.Grouping customers based on their needs and preferences --
Customers with similar needs and preferences are included in this
segment.
.Targeting the segment that the company can best meet the needs
and preferences of - The Company targets the customers, of which it
can meet the needs and preferences. I.e. customer needs higher-
strength or low price.
.Branding the commodity -- Though being a commodity product,
branding is important for a company. The company positions its
brand among Architects and Builders rather than household
individuals.
.Provide required product to meet targeted customers' needs and
preferences -- Delivering up to the expectations of the targeted
segment.
Targeting:
. Its customer base represents the masses of India - individual
homebuilders in small towns, rural and semi-urban India.

. The company targets on the important projects like dams, roads in the
country

. It targets the Manufacturing companies like L&T etc It Targets

Indian Railways. It targets an individual building his home (Retail
Marketing)

Positioning:
A good brand positioning help guide marketing strategy by clarifying
the brands essence but goals it help the consumer achieve and how it
does so in a unique way. The result of the positioning is the successful
creation of a customer focused value proposition, a cogent reason why
the target market should buy the product.

Swot analysis Cadbury Plc:

Strengths:- Cadbury is the largest global confectionery supplier, with

9.9% of global market share.

. High financial strength (Sales turnover 1997, £7971.4 million and

9.4%)[1] •Strong manufacturing competence, established brand name
and leader in innovation.
. Advantage that it is totally focused on chocolate, candy, chewing
gum, unique understanding of consumer in these segments.

.Successfully grown through its acquisition strategy. Recent

acquisitions, including Adams, 2003, enabled it to expand into
important markets like the US market.

Weaknesses:

1. The company is dependent on the confectionery and beverage

market, whereas other competitors e.g. Nestle have a more
diverse product portfolio, where profits can be used to invest in
other areas of the business and R&D.
2. Other competitors have greater international experience -
Cadbury has traditionally been strong in Europe. New to the US,
possible lack of understanding of the new emerging markets
compared to competitors.

Threats
1. Worldwide - there is an increasingly demanding cost environment,
particularly for energy, transport, packaging and sugar. Global supply
chain in low cost locations
2. Competitive pressures from other branded suppliers (national and
global). Aggressive price and promotion activity by competitors -
possible price wars in developed markets.

3. Social changes - Rising obesity and consumers obsession with

calories counting. Nutrition and healthier lifestyles affecting demand
for core Cadbury products.
Opportunities:

1. New markets. Significant opportunities exist to expand into the

emerging markets of China, Russia, India, where populations are
growing, consumer wealth is increasing and demand for confectionery
products is increasing.

2. The confectionery market is characterized by a high degree of

merger and acquisition activity in recent years. Opportunities exist to
increase share through targeted acquisitions.
3. Key to survival within the FMCG market is increasing efficiency
and reducing costs. Cadbury Fuel for Growthand cost efficiency
programmes seek to bring cost savings by: 1) Moving production to
low cost countries, where raw materials and labour is cheaper ii)
reduce internal costs - supply chain efficiency, global sourcing and
procurement, and wise investment in R&D.
4. Innovation is key driver. To respond to changes in consumer tastes
and preferences - healthier snacks with lower calories need to
be developed. R&D and product launches have led to sugar-free
&center filled chewing gum varieties and Cadbury premium
indulgence treat. Low-fat, organic and natural confectionery demand
appears strong.
CHAPTER-3
RESEARCH METHODOLOGY
Research methodology in a way is a written game plan for conducting
research.
Research methodology has many dimensions. It includes not only the
research methods used in the context of the study and complains why
only a particular method of technique has been used. It also helps to
understand the assumption underlying various techniques and the
criteria by which they can decide that certain technique will be
applicable to certain problems and other will not. Therefore in order to
solve a research problem, it is necessary to design a research
methodology for the problem. This chapter focuses on the various
techniques , methods and assumptions used in this study. It sheds light
on the research problem,
Objectives of the study, and also its limitations .The later part of the
chapter explains the manner, in which the data is collected, classified,
tabulated, analyzed and interrupted so as to each to conclusive results.
The study is of diagnostic nature and thus the overall research design
is going to be rigid. The design should provide enough provision for
protection against bias-ness and must maximize reliability,
Hypothesis:
No effect of various factors (image of product, paying capacity, price
of product, packaging of product, brand awareness, influence of
advertisement) on consumer purchase in milk chocolate bars.
Objectives:
 To understand the people perception towards consumption of Cadbury
chocolate.
 To measure the awareness about the Cadbury products.
 To study about the purchasing pattern of Cadbury products.
 To know the Consumer satisfaction levels regarding the Cadbury products.

Scope:

In this research investigation was conducted to determine the position of

consuming habits towards Cadbury Chocolate. The aspects looked into the
preference of chocolate. The scope of the study to analyse the consumer
perception of Cadbury chocolate.

RESEARCH DESIGN:

This present research based on both primary and secondary data has been
collected to the primary sources. The questionnaire method have been applied
for primary data collection . for the study I have taken 50 sample and selected
randomly for data collection . I have choose Berhampur city for primary data
collection . the second data has been collected from secondary sources i.e.
books, journal, periodically, magazine and internet etc. the data has been
collected from moth of January-February 2020. The detective statistics tools
has been applied for data analysis and interpretation.

Limitations:

There are some limitations is the study on consumer perception regarding

Cadbury products.

Sample size is 50, so the accurate survey is not enough to generalize the finding
of the study.
 Samples are only collected in Coimbatore District, so it will not applicable to
other places.

Review of literature:

Chakraborty [1] (2010) in a study conducted in Hyderabad. In India he identified

the driving shopping, motives of Indian consumer. Factor analysis three shopping
motives two of which related to hedonic shopping motive and one of the
utilitarian. The factor were named as diversion, socialization and utilitarian. Other
dimension are store attributes, shopping outcomes and shopping perceived cost.
The identified factor could be the key for discount stores for understanding the
shoppers.

Dr.Shendge [2] (2012) on his study “A comparative study of consumer perception

towards Cadbury and nestle chocolates with special reference to NaviPeth Area
in Solapur city” viewed that chocolate is liked and eaten by all age groups of
people.

Prof. R.C.S. Rajpurohit and Dr. M.L. Vasita (2011) [3] on their study “consumer
preference and satisfaction towards various mobile phone service providers an
exploratory study in Jodhapur city, Rajasthan” conducted that on 250 mobile
phone users of various mobile phone service providers such as Airtel, Vodafone,
BSNL, Reliance, Idea and few other players. The result derived from this study
indicate that the factor induces the consumer to buy a particular mobile phone
operator followed by a network coverage and brand

1 Chakraborty, “A study of selected discount stores retail in Hyderabad for the

purpose of identifying the factors in regards to shopping motives, store attributes,
shopping outcomes and perceived shopping cost”, International journal of global
business, 2010,3(1), P.P. No.1-19.
2 Dr.Shendge (2012) “A comparative study of consumer preference towards
Cadbury and nestle chocolates with special reference to NaviPeth Area in Solapur
City” Solapur University, Solapur.

3Prof. R.C.S. Rajpurohit and Dr. M.L. Vasita (2011) “ ConsumerPrefernce

and Satisfaction towards various mobile phone service providers an exploratory
study in Jodhpur city, Rajasthan” Gurukul Business Review(GBR) ISSN: 0973-
1466, Vol.7,pp. 1-11image. The finding derived from the study will be helpful
for mobile phone service provided for the promotion of mobile phone service.

Dr. S. Subadra (2010) [4] on their study “Consumer Perceptions and Behaviour:
A Study with special reference to Car Owners in Namakkal District” reviewed
that the market is now predominately consumer driver. The focuses shifting for
product based marketing to need based marketing. So it is important to study the
consumer perception and behaviour of the car owners which will give as feedback
on how marketing strategy can be worked. Namakal town in Tamilnadu, which
is in the southern part of India, which progressive and growing market for cars.
The simple random sampling technique was adopted in the study to select the
sample respondents. As the size of the universe is respected, the study has been
conducted on the respondents of all the segments of passenger cars. Cluster
analysis has been used to identify the consumer with similar taste and preference
with respect to purchase of car. This study is concluded that consumer behaviour
plays a vital role in marketing cars and there is more scope for extensive research
in this area.

Anil Mathur (2001) [5] on his study “A study of changes in brand preference
“stated the brand preference are usually studied by attempting to profile and
understand royal consumers. This paper presents a study of changes in brand
preference. Theory and research is used to proper and test a model based on
proposition the changes in brand preference and their development on the result
of life event that service as marker of life transitions. Changes are viewed to be
result of adjustments to new life conditions and changes in life time to cope with
stressful life changes. The data support these notions and suggest implications for
consumer research.
CHAPTER-4

DATA ANALYSIS AND INTERPRITATION

Table -1
Which companies‟ chocolate do you purchase? Please rank them according to
your preference

Brand Name Percentage

Cadbury 40
Nestle 35
Amul 25

As per shown in the Pie chart, the maximum market share is hold by Cadbury.
And least share is hold by Amul followed by Nestle. And this result is obtained
from the response of customers towards Questionnaire filled by them for the
consumption of milk chocolate bars.
Table-2

What is your pattern of consumption?

Pattern Of Consumption Percentage

of
Consumption
More then per day 15
Daily one 25
3-4 chocolates per week 45

45
50
40
25
30
15
20 10
5
10
Series1
0
More then Daily one 3-4 weekly Rarely
per day chocolates
per week
Series1 15 25 45 10 5

As shown in Pie chart, most of the consumers consume milk chocolate bars as 3-
4 per week, which represent 45% of the total number of surveyed consumers. And
second most percentage of consumers consumes milk chocolate bars are of daily
one. Every brand of milk chocolate bars, in which the hypothesis is taken that
more than 60% of population consumes milk chocolate bars more than one a
week. And in these three brands i.e. Cadbury, Nestle and Amul the result was
positive
Table-3

Which factor you consider the most while purchasing the chocolate?

Consumer’s Consideration Percentage

Price 16
Taste 48
Brand 18
Packaging 9
Other 9

48
50

40

30
16 18
20
9 9
10
Series1
0
Price Taste Brand Packaging Other
Series1 16 48 18 9 9

Most of the consumer of milk chocolate bars says that the most considering factor
by them on the basis of which they purchase a particular brand of milk chocolate
bars is Taste of that milk chocolate bars. And the lest interested factor is
Packaging. As analyzed with the help of Correlation Tool in which the correlation
between different factors that influence consumer to purchase a particular brand
of milk chocolate bar is +.132, which shows that there is positive correlation
between different influencing factors and buying behavior of consumers.
Table-4

Which reference group influence you most to buy a particular chocolate?

Reference Groups Percentage

Friends 55
Family 3
Retailers 1
Celebrity 39
Others 2

60
50
40
30
20
10
0
Friends Family Retailers Celebrity Others
Series1 55 3 1 39 2

As shown in the bar graph, from reference group friends are the most influencing
factor which influence consumer to purchase a particular brand of milk chocolate.
And this statement is supported by 55% of consumers of milk chocolate bars.
And the second most influencing factor which influence customer to purchase a
particular brand of milk chocolate bar are celebrities , and this statement is
supported by 39% of consumers.

Table-5

You consider manufacturing and expiry date while buying any

chocolate________
 Consumer’s View Percentage

Strongly agree 28
Agree 29
Neutral 37
Disagree 4
Strongly agree 2
Chart Title

40

30

20

10

0 Series1
Strongly Agree Neutral Disagree Strongly
agree agree

As shown in Pie chart, about 37% of consumers are neutral while considering the
manufacturing and expiry date of milk chocolate bars. But if talk about those who
strongly agree on the consideration of manufacturing and expiry date represented
by 28% of population and 29% of population represent those who are agree on
the statement that they consider manufacturing and expiry date while purchasing
any milk chocolate bar.

Table-6

Are you satisfy with the present brand of chocolate in Sirsa______

Satisfaction Level Percentage

Strongly Satisfied 27
Satisfied 32
Neutral 21
Dissatisfied 12
Strongly Dissatisfied 8
40 32
30 27
21
20 12
8
10
0 Series1
Strongly Satisfied Neutral Dissatisfied Strongly
Satisfied Dissatisfied

About 27%of consumers are satisfied with the present brands of Milk chocolate
bars in Sirsa and 32% are satisfied. As calculate with the tool if we consider brand
wise then milk chocolate bar of Cadbury is the most preferred brand in Sirsa
which holds 40% of the market share and after that Nestle has second position
with a holding of 35% of the market share and the least preferred brand from the
take brand to make report is Amul with a holding of 25% of market share.
CHAPTER-5

Conclusion Findings And Suggestions

Findings :

 76% of the respondents like chocolate very much.

 38% of the respondents aware of Cadbury products through
advertisement.
 38% of the respondents buy chocolate once every day
 32% of the respondents have purchased chocolate for 3years and above.
 Taste is ranked first by the respondents towards Cadbury product.
 The respondents have highly satisfied with flavour in the Cadbury
product

Suggestions :

 Many flavours like strawberry, orange, vanilla etc.

 All varieties must be available in all areas.
 Many others shaped chocolate can be introduced
 The company should maintain the awareness about Cadbury Dairy Milk.
 It reduces the cost and increases the offers.
 Conclusion:
From this study the researcher concludes the all chocolates brand of “CADBURY
DAIRY MILK CHOCOLATE” should take necessary promotional activities to
increases their demand by introducing new flavour in small quantities of pack.
As cost was not a matter fact, the producers can with stand the chocolates market
in Coimbatore District. Again variety of Advertisement through television media
will increase the marketability of dairy milk chocolates. Consumer perception
towards Cadbury dairy milk chocolates in Coimbatore district was affected by
Brand, Quality, Flavour, Taste and Source of awareness upon the consumer
perception factors. From the analyze of consumer perception towards Cadbury
dairy milk chocolate, the researcher concluded that, the consumer level of
satisfaction are good.
 References:
1.http://www.iresearchservices.com/influence-of-consumer-perception-on-the-
performance-of-a-business
2. http://www.businessdictionary.com/definition/customer-perception.html
3. https://en.wikipedia.org/wiki/Cadbury
4. https://successstory.com/companies/cadbury
 BIBLIOGRAPHY
WEBSITE:

1.www.cadbury.com

2.www.cadburyindia.com

3.www.cadbury.co.uk

4.www.cadburyschweppes.com

5.www.google.com

BOOKS & MAGAZINES:

Global Marketing Management (Kiefer Lee & Steve Carter)

1.A L Ries (1996), “Focus” Harper Collins Publishers Ltd.

2.David A. Aaker (1991), “Managing Brand Equity”, The Free

Press.

3.David A. Aaker (1996) “Building Strong Brands”, The Free Press.

4.Philip Kotler (Eighth Edition) “Marketing Management”, Prentice

Hall of India Ltd.
5.Advertising and marketing Magazine

6.The Economic Times – “Brand Equity”

7.Company Literature

8.Market survey and questionnaires

9.Business World

10.Business Today
LET US KNOW SOME REVIEWS FROM THE PEOPLE OF
SHASTRI NAGAR

1. How often do you purchase Cadbury products?

a) Always b) Very often
2. Which among the following you prefer the most ?
a) Plain chocolate b) Fruits and Nuts
c) Caramel d) Oreo
3. Which factors do you think affect the habit of purchase of Cadbury products
?
a) Taste b) Price
c) Quality d) Appearance
4. How many Cadbury products do you purchase in a week ?
a) Less than 5 b) 5-10
c) 10-15 d) More than 15
5. Your most preferred chocolates after Cadbury is
a) Hershey’s b) Nestle
c) Ferraro d) Mars
6. Which among the following Cadbury chocolates are best according to you ?
a) Dairy milk b) Five star
b) Temptations d) Fudge
7. Are you health conscious regarding your purchase
a) Yes b) No
c) Maybe
8. “Sugar free chocolates can satisfy the health conscious people”
a) Yes b) No
9. How do you comes to know about a new Cadbury product ?
a) Newspaper b) Television
c) Internet d) Others
10. How satisfied are you regarding Cadbury Products ?
a) Highly satisfied b) Satisfied
c) Neutral d) Dissatisfied
11. Increase in the price of the Cadbury products can effect your purchase.
a) Yes b) No
c) Sometimes
12. Do you think Cadbury products are highly priced ?
a) Yes b) No
c) Sometimes
13. Do you purchase Cadbury Products repeatedly ?
a) Yes b) No
c) Sometimes
14. What makes you to buy more Cadbury products ?
a) Quantity b) Level of satisfaction
c) Brand preference d) Competitive price
15. What mode of Cadbury advertisements are most appealing ?
a) Television b) Social Media
c) Outdoor d) Others
16. Do you consider to buy Cadbury products in future ?
a) Yes b) No
c) Maybe