consumer preference and perception for Cadbury chocolates

A SUMMER TRAINING REPORT ON

CADBURY “CONSUMER PREFERENCE AND PERCEPTION FOR CADBURY CHOCOLATE WITH REFERENCE TO OTHER MARKET PLAYERS”

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION (BBA)

TRAINING SUPERVISOR MR. SUNIL SETHI (EXECUTIVE DIRECTOR – SALES & CUSTOMER DEVELOPMENT

SUBMITTED BY AKHIL PURI ENROLLMENT NO. 05511242290

SESSION 2005-2008 GURU JAMBHESHWAR UNIVERSITY

HISAR

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ACKNOWLEDGMENT A Research study can’t be completed without the guidance, assistance, inspiration and cooperation from various quarters. This study also bears the inspiration of many persons. This project required hard work, sincerity and devotion which I tried my best to put in this project and in turn gained a lot of knowledge and confidence from this project.

I am deeply grateful to my project guide Mr. Sunil Sethi (Executive Director – Sales & Customer Development) who has helped me in completion of this project. He has been a constant guiding force and source of illumination for me. It entirely goes to his credit that this project has attained its final shape. I would like to thank him for his valuable advice and guidance.

I am also thankful all the respondents who spared their valuable time for filling up the questionnaire and helped me out with this project.

Student Name AKHIL PURI Course: BBA

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EXECUTIVE SUMMARY The project title "Consumer preference and perception of Cadbury Chocolate with reference to other market players" deals mainly with the consumer behaviour.

In this project I had done extensive market research regarding Cadbury Chocolate and its brands and some competitor’s brands like Nestle, Amul, etc. There has been a stiff competition among the different chocolate brands, especially among Cadbury and nestle.

The scope of the project was to collect data from the selected market locations of south Delhi, analyze the significance of the data and the conclusion. I had gone to different market locations of South Delhi and Interviewed different consumers about their preference and buying behaviour of selecting a particular brand of chocolate. I had also given Questionnaire to them in this regard and took their feedback, which later helped me in coming out with results, which are analysed and shown through graphs.

In this project I have interviewed personally different consumers from Children to Housewives, Students to Professionals. I found different buying behaviour among them according to mood, occasion, choice, pricing, quality, availability & advertising of different chocolates.

But among all brands of chocolates, Cadbury's brand is more preferred by the consumers and it is market leader in chocolates. And above all the Cadbury's Dairy Milk is liked most.

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TABLE OF CONTENTS Contents

pages number

CHAPTER – 1.0 Introduction 1.1. 1.2. 1.3.

5-10

Introduction of the industry History of the Cadbury Founding’s of the Cadbury business

CHAPTER – 2.0 Objectives & Research methodology 2.1 2.2 2.3 2.4 2.5

Objectives of the study Scope of the study Data collection Types of data Sampling plan

CHAPTER – 3.0 Company Information 3.1 3.2 3.3 3.4 3.5 3.6 3.7 3.8 3.9

11-16

17-54

Company profile Cadbury family of brands Consumption and consumer Advertising Dilemmas Promotional Strategy Competitive Analysis Swot analysis Marketing of Cadbury Brand promotion Purchase decision behavior

CHAPTER – 4.0

55-63

Findings and Analysis CHAPTER – 5.0

64-70

Conclusions and Suggestions CHAPTER – 6.0

71-74

Appendix CHAPTER – 7.0

74-76

Bibliography

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9.

INTRODUCTION

Today’s scenario in the chocolate industry is a highly competitive one. In the wake of liberalization as the economy opens up more and more international brands of chocolate are entering into the Indian Market giving to are coming the competition to capture the Indian Market is hotling up. Gone are the days when the chocolates were considered to be a luxury item only to be consumed by the rich people. The chocolates appeal to all the classes irrespective of age, sex or status. Now the chocolates are positioned as a light meal to be consumed between heavy meals. Some of the examples of this type of positioning are ‘Perk’ and ‘Kit Kat’ with chocolate companies having intense competition and with reducing shelf space only those companies who market their chocolates as well as advertise and package them will have a chance to survive in the market.

The studies have shown that most of the time chocolate buying is an impulse action i.e. when one sees the chocolates on the shelf of the shop so, it is very important for the manufacturer to package them attractively.

Now a day chocolate are positioned as a thing which can be eaten by each and everyone.

We had to gauge the strength and weaknesses of establish players in the chocolate market. So, we regard top players like ‘Cadbury’s’, ‘Nestle’, ‘Amul’ and some Foreign Chocolates. Out there in the chocolate market Cadbury has had the market share of about 71% followed by Nestle at about 23% followed by Amul 4% & about 2% by rest small players. There were various reasons due to which there was such a large gap between the market leader and the rest such as: -

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Cadbury’s main strength is fast reaction is every time the competitors launch a product they immediately launch a rival product with far lower prices like eg. When Nestle launched “Kit-Kat” Cadbury’s soon followed with “Perk” with far lower prices. So as to retain its market share in which they have succeeded. The other strength, which we feel, is distribution network. Cadbury’s has a far better distribution network than Nestle and Amul. Its chocolates can be found in every nook and corner of the country where as the competitors have not been able to do so. Another interesting strength, which we found out during the market research, was the packaging strategy, we found out that all. Big players especially Cadbury’s keep on changing the packaging of its chocolates after every six months. Most of people decide to buy the chocolate only if they find the packaging attractive. But there are some weaknesses also attached with the chocolate industry like we all know that chocolate as such is a perishable commodity, so, if there is no proper maintenance the chocolate can easily perish due to which the company can run into severe losses. As the Indian company economy is coming out of age and per capita income as well as spending is increasing, there is a lot of opportunity in the chocolate market. The per person consumption of chocolates of Indian is very low as well as there are very few, established players in the market.

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HISTORY OF CADBURY

Cadbury has been synonymous with chocolate since 1824, when John Cadbury opened his first shop, establishing a flourishing dynasty that today provides the world with many of its favourite brands of chocolate. The Cadbury story is a fascinating study of industrial and social development, covering well over a century and a half. It shows how a small family business developed into an international company combining the most sophisticated technology with the highest standards of quality, technical skills and innovation. A one-man business, opened in 1824 by a young Quaker, John Cadbury, in Bull Street Birmingham, was to be the foundation of Cadbury Limited, now one of the world's largest chocolate producers. By 1831 the business had changed from a grocery shop and John Cadbury had become a manufacturer of drinking chocolate and cocoa, the start of the Cadbury manufacturing business, as it is known today. The leader in the UK confectionery market, Cadbury Limited is the confectionery division of Cadbury Schweppes plc, a major force in the confectionery and soft drinks international market. Quality has been the focus of the Cadbury business from the very beginning, as generations have worked to produce chocolate with the taste, smoothness and snap characteristic of Cadbury chocolate.

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FOUNDING OF THE CADBURY BUSINESS The founding of the Cadbury business dates back to 1831 when John Cadbury first made cocoa products on a factory scale in an old malt house in Crooked Lane, Birmingham.

In 1847 the business moved to larger premises in Bridge Street, which had its own private canal spur linking the factory via the Birmingham Navigation Canal to the major ports of Britain.

Business continued at the Bridge Street site for 32 years and by 1878 the workforce had expanded to 200, so more space was needed. This heralded the move to Bourneville and the building of what is now one of the largest chocolate factories in the world.

John Cadbury retired in 1861 handing over the business to his eldest sons Richard and George. It is to their leadership that the success of the enterprise is owed as the company prospered.

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OBJECTIVE OF THE STUDY  To analyze the consumer preference and perception for Cadbury Chocolate with reference to other market players  Market share of competitor’s brands.  To study the consumer behaviour of chocolates.  Analysis of the product, pricing, availability, quality, taste, advertising and packaging of Cadbury Chocolates.  To study the strategies & measures adopted by Cadbury.  SWOT analysis.

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RESEARCH METHODOLOGY Marketing Research is a process of collecting and analyzing marketing information and ultimately to arrive at certain conclusion. The purpose of this research is to describe the research procedure. Research Methodology is the mean to plan out the working process or the course of action to reach the objective. It is extremely crucial and holds the key to the success of the survey. Cadbury India ltd. is which is marketing products having different brands. Thus a survey method of marketing research is essentially exploratory in nature.

IMPORTANCE OF MARKETING RESEARCH Marketing research has its importance not only for consumers market but also it survey effectively to the producer of goods and services. The use of marketing research in consumer market may be explained on the basis of following services rendered by it. 1. It ascertains the position of a company in specified Industry. 2. It indicates the present, future trend of Industry and point out how the company’s affairs are being turned up. 3. It helps in development and introduction of new product.

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OBJECTIVE OF STUDY 

The objective of the research is to find out the consumer preference and perception of Cadbury chocolates in Delhi. .



Market share of competitor’s brands.

SCOPE: The study is restricted to South Delhi only. Efforts have been to have consumers surveyed in South Delhi.

DATA COLLECTION: Data collection is most important part of research because the research is based on it. There are several ways of collecting data which differs considerably in terms of cost, time and other resources at the disposal of the researchers. The data collection method for this research work is from primary source as well as secondary. The survey is carried out through a non probability convenience sampling in Delhi through a structured questionnaire.

TYPE OF DATA There are two types of Data: 1) Primary 2) Secondary Primary Source: Source from where first hand information gathered directly are called primary source and thus information collected is called Primary data. In case of above study the primary source was consumer.

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Primary Data: - The techniques available for collecting primary data are:  Interview method  Observation method  Questionnaire method

Secondary Source: The source of information already gathered for some other purpose are available is called secondary data, with regard to my study secondary sources of my study where records of the company, magazines and papers. The Secondary data was collected on the basis of requirement, conveniences and reliability of the data.

Out of these I have chosen questionnaire method to collect the data because of low cost, free from the bias of other interviewer and respondent.

COLLECTION OF DATA THROUGH QUESTIONNAIRE This method of data collection is quite popular particularly in case of big enquires, private individuals, research workers, private and public organizations and even is adopting it by governments. In this method I want to the retailers, personally and asked them to fill the questionnaire.

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MERITS OF THIS METHOD 1. Low Cost 2. It is free from the bias of the interviewer because answers are in respondent’s own words. 3. Respondent have adequate time to give answers.

DEMERITS OF THIS METHOD 1. This method is likely to be slowest of all. 2. It is difficult to know whether willing respondents are truly representative. 3. There is also possibility of ambiguous reply.

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BRIEF REVIEW OF RESEARCH METHODOLOGY

SAMPLING PLAN

:

Research design

:

exploratory &descriptive

Target Segment

:

consumer

Sample Size

:

100

Area covered

:

South Delhi

Sampling Method

:

Non probability Convenience sampling.

TECHNIQUES OF DATA COLLECTION: Data Collection Method

:

Primary (Interview, through Questionnaire)

Method

:

personal Interaction

Type of Questionnaire

:

Open ended questions and multiple choice questions

Research Approaches

:

Consumer Survey.

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COMPANY INFORMATION Fifty years ago, the real taste of chocolate as we know it today, landed on Indian shores. An event that carried forward the entrepreneurship and vision born as far back as 1824, when John Cadbury set up shop in Birmingham (UK) to sell among other things - his own cocoa concoction. From these modest beginnings emerged Cadbury Schweppes that is today the leading manufacturer of confectionery and beverages in the United Kingdom. A company that has its presence in over 200 countries worldwide and has made the name 'Cadbury' synonymous with cocoa products in countries across the planet. This is the brand that came to India in 1947 - to a nation that was in its infancy, a market that was ready for the world and a people that were open to new ideas, new products. Cadbury was originally incorporated as a wholly owned subsidiary of Cadbury Schweppes Overseas Ltd (CSOL) in 1948. The company’s original name was Cadbury Fry (India) Ltd. In 1978, CSOL diluted its equity stake to 40% to comply with FERA guidelines. In 1982, the name was changed to Hindustan Cocoa Products. CSOL’s shareholding was increased to 51% in Jan ’83 through a preferential rights issue of Rs. 700mm. The current name was restored in Dec ’89. In 2007, Cadbury Schweppes made an open offer to acquire the 49% public holding in the company. The parent holds over 90% of the equity capital after the first open offer. A second open offer has been made to buyback the balance shareholding, after which the company would operate as a 100% subsidiary of Cadbury Schweppes. Over the years, the company attempted several diversifications in food category, albeit with little success. In 1986, Cadbury forayed into biscuits with Cadbury Butter, Glucose and Bournvita brands. The business however, 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. Group Cadbury Schweppes is one of the leading global companies in beverages and confectionery businesses. It has operations in over 190 countries.

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ITS LEADING GLOBAL BRANDS ARE: Beverages - Crush, Dr Pepper, And Indian Tonic Water, Canada Dry, Crystal Light.

Confectionery/ chocolate - Dairy Milk, Mr. Big, Timeout, Twirl, Perk, Sour Patch, Hazel Nut, Temptations, Celebration, 5 Star, Double deck, Byte, Fruits and Nuts,Chocobix.

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PLANT LOCATIONS: Cadbury’s manufacturing operations started in Mumbai in 1946, which was subsequently transferred to Thane. In 1964, Induri Farm at Talegaon, near Pune was set up with a view to promote modern methods as well as improve milk yield. In 1981-82, a new chocolate manufacturing unit was set up at the same location in Talegaon. The company, way back in 1964, pioneered cocoa farming in India to reduce dependence on imported cocoa beans. The parent company provided cocoa seeds and clonal materials free of cost for the first 8 years of operations. Cocoa farming is done in Karnataka, Kerala and Tamil Nadu. In 1977, the company also took steps to promote higher production of milk by setting up a subsidiary Induri Farms Ltd near Pune. In 1989, the company set up a new plant at Malanpur, MP, to derive benefits available to the backward area. In 1995, Cadbury expanded Malanpur plant in a major way. The Malanpur plant has modernized facilities for Gems, Éclairs, and Perk etc. Cadbury also operates third party operations at Phalton, Warana and Nasik in Maharashtra.

BUSINESS: Cadbury dominates the Indian chocolate market with a 65% market share. Besides, it has a 10% market share in the organized sugar confectionery market and a 25% market share in milk/ malted foods segment.

Changing Product Mix. Contribution to

Contribution to

turnover2006

turnover 2007

Chocolate

59%

65%

Sugar Confectionery

9%

10%

Food Drinks

32%

25%

Chocolates and confectionery products (75% of turnover) For more than five decades now, Cadbury has enjoyed leadership position in the Indian chocolate market to the extent that 'Cadbury’ has become a generic name for chocolate products. Cadbury has leading brands in all the segments viz bars (Dairy Milk, Crackle,

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Temptations), count lines (5 star, Milk Treat), panned confectionery (Gems) and wafer chocolates (Perk), éclairs (Cadburys' Éclairs), toffees (English Toffee). During 2007, Cadbury’s chocolate sales (65% turnover) registered a 9% value growth, aided primarily by growth in the flagship brand Dairy Milk. Dairy Milk contributes an estimated 30% to Cadbury’s sales. Gems and Five Star were relaunched during the year to stem their degrowth. Perk registered a degrowth during 2007 despite launch of new variants. New brand initiatives included the launch of Temptations in the premium segment and Chocki a low priced chocolate confectionery targeted at children. Recently Cadbury has launched Bytes. Cadbury entered the hard-boiled sugar confectionery market with the launch of Googly in 1996. In 1997, the company launched a coffee based sugar confectionery product Mocka. Cadbury has a 4% market share in the confectionery segment, largely contributed by Éclairs. Other confectionery brands such as Gollum, Frutus, Nice Cream, etc launched in the last two years did not receive a good market response and the company has decided to minimize focus on those brands. Éclairs was relaunched with unique packaging in cartons during 2007.Recent global acquisition of Adams, brands like Halls, Clorets & many other international brands are already a part of Cadbury.

FOOD DRINKS (25% OF TURNOVER) Cadbury’s Bournvita is the leading brand in the brown drinks segment of milk/ malted food products. Overall share in the malted food drinks market is estimated at 15%. Brown drinks earlier positioned as taste enhancers were losing market to white drinks during the last few years. Cadbury relaunched Bournvita with a new formulation and advertising campaign positioning it on the health benefit platform to compete with white drinks. The brand was relaunched in the South – the largest food drink market in the country, during 2007. Bournvita sales registered a 12% growth in value terms in 2007 to Rs, contributing 24% to total turnover.

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Cadbury’s other products include Cadbury’s Drinking Chocolate and Cadbury’s Cocoa powder. These account for only 1% of Cadbury’s turnover. Recently Cadbury has launched Delite.

DISTRIBUTION Cadbury's distribution network encompasses 2100 distributors and 5,50,000 retailers. The company has a total consumer base of over 65mn. Besides use of IT to improve distribution logistics, Cadbury is also attempting to improve distribution quality. To address the issues of product stability, it has installed Visi coolers at several outlets. This helps in maintaining consumption in summer, when sales usually dip due to the fact that the heat affects product quality and thereby off take.

STRATEGY Increasing the consumer base by focusing on the twin proposition of affordability and availability is being followed to drive future growth. Small affordable priced packs have been launched, which have helped improve penetration. Also advertising for chocolates is aimed at changing consumer perception and eating habits by creating new reasons for consumption.

EARNINGS SENSITIVITY FACTORS Cocoa bean prices: Domestic as well as international prices of key raw material cocoas have significant impact on margins. Excise duties: Changes in excise levied on malt and chocolate influences end product prices and thereby volume growth as well as margins. Changes in custom duties and foreign exchange fluctuations, as 20% of raw material is imported. Competition from MNC’s like Nestle as well as imported brands. Increasing competition puts pressure on advertisement budget and margins. However on the positive side, it helps in expanding the market.

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Is chocolate a mood enhancer? In early July 2007, Cadbury Dairy Milk carried out a pilot trial of the Real Chocolate, Real Feelings Scientific Study of 1,000 people, which produced some fascinating results. The study showed that on any given day, people who had eaten Cadbury Dairy Milk that day were significantly happier than those who had not. The findings also prove that the more routinely you eat chocolate, the happier you feel: those who ate chocolate every day were happier than everyone else, and significantly happier than those who ate no chocolate at all. Those who ate chocolate 'at some time today' were significantly more likely to be happy than those whose last bite of chocolate was 'yesterday or before'. Participants in the weeklong study were each assigned to one of three study groups. 69 per cent of the pilot study group 'A', who had to eat at least one 49g bar of Cadbury Dairy Milk each day, said they felt 'happy' when asked to describe their mood. By contrast only 41 per cent of group 'C', who were not allowed to eat any chocolate at all, said they felt 'happy'. People in-group 'B' could choose whether or not to eat chocolate but even so only 64 per cent of them reported that they were 'happy'. The study dispels several popularly held beliefs about chocolate. •

Contrary to popular opinion, chocolate's mood enhancing qualities do not stem

from any psychoactive ingredients. It is the sensory qualities of chocolate bars - the taste, texture and smell - as well as emotional associations built up over time, which deliver the emotional benefits. •

The mood-enhancing effects of chocolate last at least several hours, which is a

lot longer than most scientists have thought up to now. •

Again, contrary to expectations, men and women did not differ significantly in

the effect that chocolate had on their mood. Depriving women of chocolate did have a slightly greater negative effect than depriving men of chocolate, but this difference was not statistically significant.

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•

Surprisingly, relationship difficulties did not make people more likely to

consume chocolate. The study also challenges the idea of he so-called Monday blues as the day of the week did not affect mood or chocolate consumption.

How was the study designed? The study has been designed by Dr. Dylan Evans a psychologist at the University of Bath and author of the book Emotion - the science of sentiment (Oxford University Press, 2007). He explains "We started with the hypothesis that chocolate has a more significant influence on people's mood or emotional state than other foods, based on a popular mythology of chocoholics, chocolate 'highs' and chocolate cravings. We asked a neuroscientist, Dr. Adrian Owen, of the MRC Cognition and Brain Sciences Unit, Cambridge, to survey the relevant scientific literature. The conclusion of this report is that, so far, neuroscientists have been unable to explain fully chocolate's apparent mood-enhancing properties. Dr. Dylan Evans continues: "Brain imaging techniques such as magnetic resonance imaging (MRI) show that chocolate has powerful sensory qualities - taste, smell and texture - which activate 'pleasure centres' in the brain. These effects can be found to some degree in other foods, when a sensation of pleasantness is experienced. The intense effects of chocolate on these parts of the brain, however, is most similar to the effects of listening to pleasant music and receiving a surprise reward of money - which also seem to share chocolate's ability to enhance our mood. The particular sensory qualities of chocolate, therefore, seem to activate the same parts of the brain associated with other mood enhancing experiences. We wanted to investigate in more detail chocolate's mood enhancing quality and its emotional significance. The simplest way to do this is to ask people."

HIEARACHY OF CADBURY INDIA LTD.

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Chairperson Chairman

Vice chairman

Managing director

Director

Company secretary & Mgr. Financial planning

General Manager

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SOME CADBURY'S PRODUCT

TEMPTATIONS Cadbury uses blue background with golden inscription, which adds on to the visual appeal, the blue is then margined by a contrasting golden wave line and again a contrasting blue Temptation, which then draws down to the color of the flavor being represented as well as chocolate flakes and the flavor, is displayed. The basic division has been 20% Cadbury brand visibility, 20% Temptation visibility and the rest for the flavor and impulse appeal. The back of the packing uses the space for content description, trademarks and standards pricing dates etc. The chocolate is wrapped in foil to protect it from moisture and minimize temperature fluctuation effects.

CADBURY DAIRY MILK When Cadbury Dairy Milk chocolate was first introduced in the early 1900s it made an immediate impact quickly becoming the market leader. The success story has continued. It is still the top selling chocolate brand in the country and the Cadbury Mega Brand's broad family of products today has an international retail value approaching US$1billion. As an international brand Cadbury Dairy Milk carries the same distinctive image all over the world. Wherever you buy a bar of Cadbury Dairy Milk the pack design will be exactly the same, only the language will be different. The famous slogan "glass and a half of full cream milk in every half pound" with the picture of milk pouring into the chocolate bar, is one of the all-time greats of British advertising.

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The first two additions to the Cadbury Mega brand family were Fruit & Nut in 1928 followed by Whole Nut in 1933. The family has since been extended and there are now 10 varieties of Cadbury Dairy Milk bars in the range. You can see more details by clicking on the links at the left hand side of this page. In addition to Cadbury Dairy Milk, Fruit & Nut and Whole Nut are two of the best loved varieties of the Cadbury Mega-brand. Australia, for example, offers 23 varieties including Snack, Caramello and Breakaway. We can enjoy Dairy Milk in many different ways including as miniatures, snack size multiple packs, treat size in bags, pocket packs, standard bars, 125g, 200g or 400g bars (for sharing, of course!), or as giant 1kg or 1.25kg bars. Cadbury Dairy Milk is enjoyed in over 30 countries.

BYTES Bytes is the first foray of Cadbury into the rapidly growing Bagged Snack Category of Snacking. Largely dominated by Salted products, the lead brands in this category includes Lays, Cheetos, Kurkure, Picnic, Uncle Chips, Peppy etc. In this arena of salted products, Bytes positions itself as a unique offering of wafer biscuits filled with chocolate.

GEMS The saying "Good things come in small packets" has been proven right many a times and it couldn't have been truer for the pretty chocolate buttons called Gems. Who can forget the unique, brightly colored chocolate buttons with crispy shells, encased in a pack that's as colorful as the product itself? Unrivalled in all these years, Cadbury Gems has captured every kid's fantasy for almost 4 decades and the adults are not too far behind. Little wonder that Cadbury Gems, the brand that came into India in 1968 is still going strong.

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TARGET AUDIENCE Teenagers 13-19 yrs in the SEC A/B/C Classes and Children 8-12 yrs old in the SEC A/B/C Class

PRODUCT OFFERING The basic product offering is baked wafers that are filled with Cadbury Chococream. The manufacturing process involves making of the wafer, preparation of rolls of the wafer filled with the cream, and then making pillows from these rolls. The wafers thus formed are filled into polybags and in order to keep the product fresh and crisp, the bags are flushed with nitrogen gas. There are 2 SKUs being marketed today - a Rs. 5 SKU which weighs 18gm and a Rs. 10 SKU which weighs 40gm. Benchmarked to other bagged snacks in the market, Bytes provides the largest weight, and is unmatched in its unique chocolate taste.

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THE CADBURY FAMILY OF BRANDS THE UMBRELLA BRAND In the chocolate market the Cadbury brand has in excess of fifty per cent market share, selling 10 of the top 20 selling chocolate singles. Singles are individual bars sold over the counter. Research data shows that the Cadbury brand equity is highly differentiated from other brands with consumers. Brand equity is the value consumer loyalty brings to a brand, and reflects the likelihood that a consumer will repeat purchase. This is a major source of competitive advantage. The Cadbury umbrella brand has endured in a highly competitive market, and has established the link, in the mind of the consumer, that Cadbury equals chocolate. An umbrella brand is a parent brand that appears on a number of products that may each have separate brand images. The Cadbury umbrella brand image consists of four icons namely the Cadbury script, the glass and a half, dark purple color and the swirling chocolate image. These elements create a visual identity for Cadbury that communicates the ultimate in chocolate pleasure. Consumer research is conducted regularly so managers can learn more about how the market perceives the brand. This research has confirmed that the swirling chocolate and ‘glass and a half’ are powerful images. Both clearly portray a desire for chocolate while the half full glass suggests core values of goodness and quality.

THE PRODUCT BRAND The Cadbury brand has a profound impact on individual product brands. Brands have individual personalities aimed at specific target markets for specific needs e.g. TimeOut, for example, is an ideal snack to have with a cup of tea. These brands derive benefit from the Cadbury parentage, including quality and taste credentials. To ensure the success of product brands every aspect of the parent brand is focused on. A Flake, Crunchie or TimeOut are clearly different and are manufactured to appeal to a variety of consumer segments. However, the strength of the umbrella brand supports the brand value of each chocolate bar. Consumers know they can trust a chocolate bar that carries

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Cadbury branding. The relationship between Cadbury and individual brands is symbiotic with some brands benefiting more from the Cadbury relationship, i.e. pure chocolate brands such as Dairy Milk. Other brands have a more distant relationship, as the consumer motivation to purchase is ingredients other than chocolate, e.g. Crunchie. Similarly issues such as specific advertising or product quality of a packet of Cadbury biscuits or a single Crème Egg will, in turn, impact on the perception of the parent brand. Similarly the umbrella brand has a strong brand value and a reputation that must be supported by its individual brands.

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IDENTIFYING BRAND VALUES We are all consciously and unconsciously affected by brands in our daily lives. When we go to purchase a pair of training shoes we rarely make a purely practical decision. There are numerous branded and non-branded options available. For many people, a pair of trainers must sport a brand logo because that will communicate certain values to other people. The confectionery market elicits similar conscious and unconscious feelings of passion, loyalty and enthusiasm. For many people, chocolate is Cadbury, and no other brand will do. This consumer loyalty is critical because of the value of the chocolate confectionery market and because, in all markets, a small number of consumers account for a large proportion of sales. Loyal customers are the most valuable customers to have because they will buy your product over and over again. Branded products command premium prices. Consumers will happily pay that premium if they believe that the brand offers levels of quality and satisfaction that competing products do not. The most enduring brands have become associated with both tangible and intangible properties over time. The most successful provoke a series of emotional or aspirational associations and values in our minds that go way beyond the physical product. Cadburys has identified these brand values and adjusts its advertising strategies to reflect these values in different markets. Its strategy can vary from increasing brand awareness, educating potential customers about a new product, increasing seasonal purchases, or as is currently the case in the ‘Choose Cadbury’ campaign to highlight the positive emotional value of the brand. After identifying brand values the marketing manager must match these to the specific market. For this reason it is important to identify possible segments that have specific needs, and to highlight appropriate brand values that will promote the brand in that market. - 31 -

CONSUMPTION & CONSUMER LIFESTYLE CHOCOLATE CONSUMPTION Cadbury’s are markets are currently UK, Ireland, Australia and New Zealand. The Cadbury brand is very well known in these markets and consumers

have

established

patterns

of

chocolate

consumption. Ireland has one of the largest consumption rates in the world along with Switzerland. In Ireland alone, the average person eats 8kg of chocolate and 6kg of sweets each year. In key areas such as these, the Cadbury brand has secured significant brand status. In Ireland, Cadbury has identified three key consumer segments of ‘impulse’, ‘take home’ and ‘gift’. These segments reflect consumers’ decision-making processes. For example, impulse purchases are typically products bought for immediate consumption, e.g. single bars. Take Home confectionery is generally bought in a supermarket and is most often driven by a specific need. A specific need or usage can be an occasion, e.g. ‘I need something for the lunchbox’. Here consumers make more rational decisions, e.g. brand influence, price/value relationship. These areas are further subdivided, for example the ‘gift’ sector comprises special occasions (birthdays, Christmas, etc.) and token or spontaneous gifts. If marketers successfully identify and isolate consumer segments in this way, it becomes easier to target products and advertising in a more meaningful way to increase consumption

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NEW PRODUCTS REFLECTING CONSUMER LIFESTYLES New product development has played a key role in developing markets as brands strive to offer something to a consumer that is truly different. We take a crumbly flake texture or honeycomb for granted but, when introduced, they were remarkably innovative. Changing lifestyle patterns; eating on the go, and impulse snacking has and continues to play a pivotal role in the confectionery market. Continued snacking or ‘grazing’ has replaced traditional mealtimes for many people. The Cadbury product range addresses the needs of each and every consumer, from childhood to maturity, from impulse purchase to family treats. For example an analysis of the ‘gift’ sector highlights the importance of developing innovative products to address specific markets. Cadbury designs products to coincide with Christmas, Easter, Valentine’s, Mother’s and Father’s Day and other calendar landmarks. Cadbury use marketing strategies such as the ‘Choose Cadbury’ strategy to encourage a link between chocolate and these events ensuring there is a Cadbury chocolate product suitable and available for every occasion.

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WHY ADVERTISING IS USED TO PROMOTE A BRAND The confectionery market is full of brands that need to fight for our attention. The role of advertising is to keep a brand in the mind of the consumer. We are constantly presented with countless brand images and messages on a daily basis. During the lifetime of a brand, companies will develop marketing strategies that communicate brand identity and core values to gain our attention. In order to keep its product competitive and contemporary, these messages need to change over time. Cadbury provides one of the most successful examples of how an advertising message can be modified from one campaign to the next to attribute new values to a brand giving consumers more reasons to buy Cadburys. Healthy brand equity or brand strength is critical in an impulse-driven, competitive market. Advertising plays a key role in maintaining this strength. Cadbury employs all types of advertising from the internet to posters, from TV, radio and cinema to print media. This same creative message is then communicated through point of sale, merchandising, package design and public relations.

- 34 -

THE ‘CHOOSE CADBURY’ MARKETING STRATEGY

The ‘glass and a half ’, corporate purple and flowing script has become synonymous with Cadbury: these design elements have been used to great effect in developing the connotation of goodness that this imagery suggests. In the 1980s another vital attribute taste - was highlighted. Regardless of national preferences about how chocolate should taste (e.g. dark chocolate is traditionally more popular in Europe whereas Australians prefer creamier milk chocolate) the implication was clear - Cadbury offers taste and texture that appeals to all. In 1990s further emphasis was placed on ‘taste’. The strap line ‘Chocolate is Cadbury’, which was built upon previous brand values and allowed Cadbury to stake its claim and taking ownership of the word ‘chocolate’ and the chocolate eating experience. Earlier this year, Cadbury introduced a new global marketing strategy called ‘Choose Cadbury’. This strategy came about as a result of extensive research into consumer behaviour and perception. It is a campaign that perfectly illustrates how a brand can evolve and how different messages can be communicated without losing the core strength and brand values that are already established. The classic icons have played a major role in establishing the look and feel of how Cadbury’s advertisements should look through successive campaigns. These key ‘look and feel’ icons were heavily researched to ensure that the messages they impart are always relevant to the Cadbury consumer. In depth customer research is conducted to ‘test’ these messages. Research results confirmed that color recognition of dark purple is strongly associated with Cadbury. Its logo is readily recognized and scores a ninety - 35 -

six per cent recognition level alongside other global brands such as Coca Cola and McDonalds. The glass and a half symbol, which plays a key role in the current ‘Choose Cadbury’ strategy, continues to communicate the quality and superior taste of Cadbury’s chocolate. The central message of the ‘Choose Cadbury’ strategy hinges on the established glass and a half symbol. Is the glass half full or half empty? Cadbury suggests that the glass is always half full appealing to our emotions. Therefore, in choosing Cadbury we are taking a decision to embrace the positive. This optimistic metaphor is, according to consumer testing in the UK and Australia, well understood amongst consumers. In this ‘Choose Cadbury’ campaign, the product ingredient of milk has been elevated from a practical, rational platform to an emotional one Cadbury can deliver on optimism, happiness and a feel-good factor. If a brand can do all this, the decision to purchase this brand over all other chocolate brands seems to be logical and inevitable. The ‘Choose Cadbury’ strap line is a call to action designed to motivate us. We are not expected to simply absorb the advertising message; we are being called upon to make a conscious purchase decision. We are reassured that the Cadbury product will remain unchanged, (Cadbury is Chocolate and it still tastes good), but we are given more reasons to remain brand loyal (Cadbury is Chocolate – feels good i.e. positive, uplifting, mood enhancing, providing enjoyment and happiness). At no stage in the evolution of the Cadbury brand has there been as much reliance on taking ownership of the emotional side of eating chocolate as there is now. Owning the emotional territory for chocolate helps Cadbury to elevate its product in the mind of the consumer. With the ‘Choose Cadbury’ campaign consumers are being offered both logical and emotional reasons to buy a Cadbury product as a first option on every occasion.

- 36 -

ADVERTISING DILEMMAS •

Since different chocolate-based products appeal to different age groups, Cadbury needs to offer a wide product range. Each product needs promotion, which implies an advertising budget for each product line, which is very expensive.

•

Products which are different from each other create an advertising problem. For example, a successful advertisement for 'a finger of fudge' may boost sales of Cadbury's Fudge, but is unlikely to lift sales of Cadbury's Curly Wurly.

•

One approach is to promote the firm as a whole, that is, raise awareness of Cadbury's, in the hope that this in itself will boost sales across Cadbury's product range. However, like a pantomime cast's attempts to throw Cadbury's products to its audiences, a catch-all approach can be rather hit or miss and may produce a poor return.

•

Another way around this is to promote chocolate consumption in general. This approach would require co-operation between competitive producers and implies some loss of control for Cadbury's.

•

Obtaining good returns from advertising has been made harder by the fragmentation of television audiences. When only one UK television channel showed advertisements, advertisers knew that their efforts would be seen by a huge audience and might well become a talking point nationwide. Nowadays a firm knows that to reach a high proportion of potential customers it will need to place its advertisement with several TV channels. This is expensive.

•

In line with its adding-value approach, the challenge to Cadbury promotes more than one product at once but without the large financial outlay normally associated with such a venture? A team was put together and was asked to produce a convincing proposal.

- 37 -

Constructive thinking From within Cadbury came an interesting, attractive proposal based on some solid propositions: •

For children, consumption is linked to having fun. Any consumption that children regard as fun will also appeal to their parents, who do the spending.

•

Other companies manage to associate consumption with children having fun. For example, Disney offers Disneyland, where, in the course of having a good time, children meet loveable characters whom they link with the purchases that parents make on their behalf, such as cinema tickets, videos, cuddly toys.

•

Good ideas may be transferable. For confectionery consumption to be viewed not merely as pleasurable but also fun, the company's products need to take on some characteristics of the entertainment industry.

•

The company has 'a place where chocolate is made' - Cadbury World - that is a huge attraction to thousands of visitors each year. It is an asset that can be further developed. Out of this line of thinking came a new Cadbury creation: Cadbury LAND.

- 38 -

PROMOTIONAL STRATEGY To step-up chocolate penetration in India across strata, the Rs 538.18- crore Cadbury India Ltd has relaunched 5 Star with a new brand proposition of “non-stop energy”, an extension of the earlier proposition of “an energy bar”. In an attempt to leverage the brand proposition amongst youth — who form the core target segment — the company plans to undertake a series of on-ground promotional activities combined with extensive outdoor advertising and television campaigns. The new television commercial shows a towering skyscraper as the montage. From there the camera zooms straight to a mid close-up of a teenaged girl who is anxiously awaiting the arrival of her boyfriend. As the boyfriend gets delayed, the scene gets cut to the next shot where the girl rushes into a lift. In a series of quick continuous visual cuts the girl is displayed as going from one floor to the other. Every floor the girl opens the door she is sure to spot her boyfriend ready to welcome her with a bouquet. In the parting scene the girl finally gives up and the boy hugs her and the lovers unite for a romantic retreat. The camera immediately zooms to a close-up of the 5 Star with its striking new package. As an effort to communicate the core ethos of the brand to a broader youth audience, the company has also tied-up with youth Websites such as www.hungama.com, www.indya.com and www.cricinfo.com as a part of the promotional strategy. Elaborating the rationale behind the current series of integrated communication initiatives that the company has embarked, the spokesperson of Cadbury India informs: “Our principle objective is to modernize 5 Star’s brand image and enhance youth connect. Through effectively communicating the functional attribute of 5 Star along with the fun elements associated with chocolate, we intend to make the brand the “top of mind” energy enhancer in the youth’s life space. Thus, making 5 Star the constant companion of the constantly charged Indian youth”.

- 39 -

The company also plans to consolidate its penetration strength by means of hardcore distribution-driven product development strategies. The distribution networking too forms a part of the integrated brand development plan. The impulse market is growing at the rate of around 4 to 6 per cent annually.

- 40 -

SWOT ANALYSIS OF CADBURY INDIA LTD. STRENGTHS: The chocolate industry is not affected by any slump of recession in business activity. Chocolate are such kinds of product, which can be consumed anytime. Children, teen, adults anytime one can have it  Cadbury is the most popular brand in India.  Cadbury is enjoying maximum market share in the Indian market.  Taste of Cadbury is better than other brands.  Advertising of Cadbury is more aggressive than other brands.  Inclination of new generation is towards Cadbury more than other brands because of celebrity endorsing.  Writing style of Cadbury is more attractive.

WEAKNESS:  Perishable in nature.  With regard to price 

With regard to price.

 Proper storage required.  Many competitor, so extensive sales promotion technique required. Cultural barriers.

- 41 -

OPPORTUNITIES: The chocolate industry is a sunrise, one yet to see its saturation level. The variety offered in terms of chocolate type and evens packaging and probably at some later stage in terms of brands, makes chocolates a lucrative offer for the consumers at large.  The market growth rate is very high.  The punch line of Cadbury is at the top of mind among customer.  Large middle class family.

THREATS: The existing player in the industry may feel threatened by entry of prospective competitors, by the MNC’s or big Indian players. One of the major problems that are faced by the chocolate industry is the high price of cocoa.  Health problems especially teeth.  Local players.  High cocoa prices.

- 42 -

COMPETITIVE ANALYSIS Indian chocolate has three major market players Cadbury India LTD. dominating the market by capturing 71% of the markets share, followed by Nestle having 23% of markets share, Amul having a niche market of 4% and remaining 1% was other markets. Cadbury India ltd face the tough competition from Nestle however when viewed in light of the historical growth rates in earnings, Cadbury India appears to posses a superior track record. Over the past three years to 2007, Cadbury India has definitely outpaced Nestle India, both in profit and sales growth. Since 2007, Cadbury India has managed a compounded annual sales growth of around 18 per cent and an impressive profit growth of around 40 per cent. In contrast, Nestle India's sales have grown at a sedate 4 per cent while profits have grown at around 18 per cent. Nestle India's sedate growth is partly to the cyclically of its coffee business. If one goes entirely by the track record of the past three years, Cadbury would deserve a better share than Nestle. However, the question is one of whether Cadbury will be in a position to sustain its impressive growth rates of past three years.

- 43 -

MARKETING OF CADBURY BRAND PRODUCT Cadbury’s range of Chocolate is the premium brand under the product range of Cadbury’s Chocolates. Its an assortment of a range of raisins, fruits and other flavours with a Chocolate quoting, the range are a translation of different up market consumer preferences into a premium range of flavored chocolates. The products has been specifically placed in the segment of assorted and gift chocolates, gives the consumer the goodness of chocolate with flavours of honey, black forest, cashew etc. and its ad says “Too Good to Share”.

PACKAGING During the Market Research I found out that the packaging is also one of important reason buyers consider before the buy chocolates. I found out that all the big players keep on changing there packaging after every six month or they change it according to festivals and other different occasions. This is due to the fact that most of the chocolates buying decisions are impulse momentary decision when one sees a chocolate in a shop then he makes an on the spot decision to buy or not to buy. Most of the people decide to buy the chocolate only if they find the packaging attractive. So, what the companies benefit the most by changing the packaging every 6-month is that, the chocolate doesn’t go stale. It always looks like a new product. Like in case of Celebration only after seeing the packaging of chocolate buyers feel tempted to buy it.

- 44 -

PRICE

SL.NO

PRODUCT

PRICE

1.

DAIRY MILK

Rs10

2.

PERK

Rs. 10

3.

FIVE STAR

Rs. 10

4.

CHOCKI

Rs10

5.

GEMS

Rs. 5

6.

BYTES

Rs. 10

7.

TEMPTATION

Rs. 35

8.

CELEBRATION

Rs. 100

- 45 -

PROMOTION ADVERTISING Temptation Story Board -1

Father-daughter duo plan a surprise... they keep a pack of Cadbury Celebrations next to the phone "Sunoh, tumhara phone hai", informs the husband as she rushes to attend it...

but there's no one on the line. Her eyes wander to the pack of chocolates. She walks back and

nonchalantly Announces that it was Usha

auntie's call. Perplexed the

husband...

goes back to the phone, only to find another pack of chocolates for him.

- 46 -

TEMPTATION STORY BOARD – 2 Cadbury Celebrations- A couple settles down comfortably on the couch to watch television. The man gives her a sly look..and slides the newspaper over a bar of Cadbury Temptations, shielding it from her eyes.

He punches in their phone number on his mobile phone resting by the side table. As a shrill ring pierces the silence, the woman..springs up to take the call. While she is out of sight, he unwraps the chocolate and digs his teeth in, relishing the taste.

"Introducing the premium range of international chocolates. Cadbury Temptations. Too good to share."

He licks the wrapper clean and cuts off the line. But to his

surprise, the woman's voice is still heard hollering over the phone, "Hello? Hello!"

Cut to the other side of the room, she is seen enjoying her bar of Cadbury Temptations. As he sneaks up from behind and...

...confronts she finds some chocolate smeared

across his cheek as well. Both get caught at their own game. Temptation Story Board - 3 - 47 -

A couple lounging in their drawing ... to miss your magic that's in your room. In the background a jazz score eyes." The husband asks, "Have you drawls, "I, I must be blind...

seen my glasses?"

Nibbling on her Cadbury Temptations, :

Now,

her reply is to the negative as she shoves flavours. the specks under a book.

in

two

Cadbury

exotic

new

Temptations,

too good to share.

"Honey your glasses", the wife calls out "Found it", he goes just as he finds after finishing her chocolate bar

his bar of Cadbury Temptations.

- 48 -

SALES PROMOTION I. DIWALI PROMOTION 

Gift Pack with special packing was launched at various retail counters as well as websites at a special mrp of Rs100.

II: Quantity purchase scheme for customers: 

On purchase of 5 pcs of Temptations one special pen with Cadbury inscription free.

III. Quantity purchase scheme for retailers: 

Retailers for a one time purchase of Rs8000 or more worth of chocolates would get a mini fridge for storing Chocolates in their shop which would remain with them as company property till they retail Cadbury Chocolates.

IV. 

Quantity purchase scheme for Distributors With purchase of Rs 5000 or more worth of Cadbury Chocolates and a minimum of 40% of this as Temptations the distributor can claim an additional 2%.

- 49 -

PLACE Range of Chocolate can be bought from almost any where; Cadbury’s has placed the chocolates through its huge all India networks of Distributor & Retailers apart from that the range can be bought on line from a number of websites including its own. The Placement of has been keeping in mind the perishable nature of chocolates, which need a special freezer to survive which is provided by the company to the retailers. The shelf space & visibility is very important to achieve the targeted off take for the company therefore the freezer is almost always visible at retailers selling Cadbury’s range also it can be stated that is almost always visible.

- 50 -

PURCHASE DECISION BEHAVIOUR The market today is flooded with chocolates of various companies’ brands. Most of these chocolates come in different weights and sizes. The buyer has a very large range to choose from. Different buyers have different reasons for there particular choice. Because of the large number of chocolates in the market it becomes very difficult to find out exactly why people buy a particular chocolate. The best way to answer this question is to look at how people buy?

This is how the purchase decision behaviour of the buyer. The purchase decision behaviour doesn’t only mean what to buy? But also from where to buy? Issues in the purchase decision behaviour: (I.)

Predetermined decision

(II.)

Point of purchase decision

(III.)

Influencer

- 51 -

I.) PREDETERMINED DECISION: Predetermined decision is when the buyer is decided about the choice of what he has to buy. This pre-determined decision of his a lot to do with Motivation, learning, Income Group, Lifestyle, Social Class and exposure to promotional campaigns. Each one of these factors has influence of varying degree on the purchase decision behaviour of the buyer.

(1).

Motivation: Maslow’s theory of motivation can help us a lot in understanding the purchase decision behaviour of buyers. For some people chocolates are the ideal way to express love and affection and belongingness for someone (Amul’s – a gift for someone you love.)

(2). Like in case of Mr. Saurabh, he buys and present chocolates to people who they love or with whom they want to build a relationship with. (3). Some people eat chocolates because they find it a show off kind of a thing for eating expensive chocolates, although these people are few in numbers but cannot be neglected. (4). A student of Delhi Public School thinks, to eat expensive chocolates is necessary to maintain his standard. (5). Some people eat chocolates only because they like it and for no other reason at all; brand loyalty is the strongest among these types of buyers.

(6).

Like Mr. D. K. Sharma, a retired old man eats only 5 Star and very often because he likes it. He says he is addicted to it and can eat it anytime anywhere; he does not eat any other chocolate.

(7).

This case is very well identifiable with the self actualization needs in the Maslow’s theory of motivation.

(8).

Here Mr. B. K. Singh, is not concerned with what people think of him. He eats the 5-Star unconcerned for views and perceptions about him just because he enjoys a 5-Star.

- 52 -

(9).

Learning: Previous experience about the chocolate plays a very important role in pre-determined decisions of a buyer. Any repurchase, acceptance, rejection of a chocolate or a related brand will have an effect on a person’s decision to buy a chocolate.

(10).

Lifestyle and Social class: Lifestyle and social class also play a very important role in a buyer’s decision to buy a particular chocolate. This is where positioning becomes a very important issue.

(11).

Income Group (disposable money): This is one of the most important and an obvious reason for a buyer’s predetermined decision. A buyer is going to buy a given chocolate in a given price range only when he has that much money to spend (disposable money) or that his income is so much that he can justify the purchase.

(12).

Exposure to promotional campaigns: Exposure to promotional campaigns also play a very important role in predetermined decisions for purchase, e.g. repeated exposure to a very appealing advertisement is more likely to effect one’s purchase decision behaviour e.g. most of the people who under want this test attributed their decision on to good advertising and promotional campaigns.

II.) POINT OF PURCHASE DECISION: Point of purchase decision is where the buyer decides about the product on the spot. These on the spot decision are basically dependent on: 1. Visibility 2. Packaging 3. Price

- 53 -

(1). Visibility:

The product should be visible so that the productive buyer can be

attracted and induced to buy.

(2). Packaging: Packaging is very critical to a particular brand’s success or failure. The packaging, the brand name, the logo etc. assist in the visibility of the product, makes it stand out against the competition. Most of the buyers that underwent the perception test attributed their decision to purchase a particular product to the packaging. The importance that the companies have been giving to the packaging of their chocolates is the strongest evidence to this point.

(3). Price: Price is another very important factor.

Some people decide on buying a

particular chocolate because they think its price to be good according to the product, some want to buy expensive chocolates. So they go for the ones, which cost lesser. These decisions are dependent to a great extent on motivation and disposable money. This is why companies have chocolates in different weights and in different price slots.

III.) INFLUENCERS: Influencer is someone who can influence to buy a particular chocolate. Influences can be personal and non personal (non-living). 1.

Personal Influencers: The personal influencers can be classified into two categories.

a. The shopkeeper – The shopkeeper acts as a very big influencer, he can make your decision to buy a particular chocolate by stressing on its strength or break your particular decision by discouraging your decision. b. Others (Parents, Friends etc.) – These are the influencers like parent or friends who can accord their perceptions, influence a buyer’s decision.

- 54 -

PRODUCT

Pre-determined decision

PLACE

Point of Purchase Decision Personal Influence NonPersonal

- 55 -

- 56 -

FINDING AND ANALYSIS

1. INTERVIEW

This study was conducted to find out why people buy a particular (Cadbury) Chocolate. The people undergoing the test were divided into 7 categories. 1. School Students 2. College Students 3. Working Professionals (Field Work) 4. Working Professionals (Desk Work) 5. Housewives 6. Elderly 7. Businessmen

School

Chocolate Picked Up - 57 -

Reason

DPS

Dairy Milk

Packaging, usage,

taste,

previous

considers

eating

expensive chocolates as stylish. Kendriya Vidyalaya

5 star

Taste & Packaging

DAV Public School

Perk

Taste,

Packaging,

advertisement,

previous

experience.

College Students

Chocolate Picked Up

Reason

New Delhi Institute of Temptation

Packaging,

Management

taste.

advertisement,

IIFT

Dairy Milk

Taste, advertisement

JNU

Perk

Previous experience, taste, advertisement

Field Work Professionals

Chocolate Picked Up

Reason

Dairy Milk (Brand loyal) Advertisement & taste. Working in I C I C I AGROTECH foods ltd.

seldom eats chocolates Temptation

Packaging,

taste

&

advertisement.

Eats as well as presents chocolate to his clients and he says “it makes people friendly” Desk Work Professional

Chocolate Picked Up

Reason

Hero Honda

Fruit & Nuts

Taste, packaging

Pepsi

Temptation

Packaging, advertisement & taste

Housewife

Chocolate Picked Up

Reason

Mrs. Kusum Sharma

Dairy Milk

Preference of her child,

- 58 -

taste Mrs. Anamika

Temptation

Packaging, taste & status symbol.

Elderly

Chocolate Picked Up

Reason

Mr. B. K. Das

5- Star

Brand Loyal, taste

Businessman

Chocolate Picked Up

Reason

- 59 -

PIE CHART SHOWING PERCENTAGE SHARE OF CADBUY'S PRODUCT

80 70 60

EXCELLENT

50

GOOD

40

BAD

30

NEUTRAL

20 10 0 CADBURY

BAR GRAPH SHOWING WHAT CONSUMERS FEEL ABOUT DIFFERENT BRANDS OFCADBURY

29% 44%

12% 8%

7%

CADBURY DAIRY MILK

FIVE STAR

- 60 -

PERK

GEMS

OTHERS

BAR

GRAPH

SHOWING

BRANDS

OF

CHOCOLATE

CONSUMERS LIKE MOST.

90 80 70 60 50 40 30 20 10 0 CADBURY

NESTLE

AMUL

OTHERS

Series1

PIE CHART SHOWING MARKET SHARE OF CADBURY CHOCOLATE

4%

2%

23%

71%

CADBURY

NESTLE

AMUL

- 61 -

OTHERS

BAR

GRAPH

SHOWING

SATISFACTION

LEVEL

OF

CONSUMERS WITH REGARD TO QUALITY

90 80 70 60 50

Series1

40 30 20 10 0 CADBURY

NESTLE

AMUL

OTHERS

BAR GRAPH SHOWING WHAT CONSUMERS FEEL ABOUT THE PRICE

90 80 70 60 50 40 30 20 10 0

CADBURY

NESTLE HIGH

AMUL REASONABLE

- 62 -

OTHERS

GRAPH

SHOWING

DIFFERENT

FACTORS

AFFECTING

PURCHASE BEHAVIOR OF CONSUMERS

100%

90% 80%

80%

70%

75%

60% 40% 20% 0% TASTE

PRICE

QUALITY

AVALIBILITY

RESPONSE

GRAPH

SHOWING

ROLE

OF

ADVERTISEMENT

INCREASING MARKET SHARE

100 95 90 85 80 75

CADBURY

NESTLE YES

AMUL NO

- 63 -

OTHERS

IN

GRAPH SHOWING AVALIABILITY OF DIFFERENT BRAND OF CHOCOLATE TO CONSUMERS

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% CADBURY

NESTLE EASILY

AMUL

NOT EASILY

OTHERS

RARELY

GRAPH SHOWING SATISFACTION LEVEL OF CONSUMER WITH REGARD TO TASTE

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

95% 85%

80% 65%

CADBURY

NESTLE

AMUL Series1

- 64 -

OTHERS

- 65 -

CONCLUSION Cadbury’s have tried to position its chocolates as a light snack between meals (PERK), also targeted some of its chocolates for gift purpose (DAIRY MILK) specially. There have been efforts to create differentiation through packaging, flavor additions and advertising but apart from the structure i.e., the shape, size and packaging there hasn’t been much difference in the product value delivery. The advertising effort is basically to position it as several people also consume a chocolate for gift purpose on different occasions due to its packaging and size in order to maintain their standard i.e. according to them consuming expensive chocolate is a Status Symbol.

Through survey we found that people like to see their ideal personality in advertisements.

Through survey we come to know that Cadbury has a good name and reputation because of its existence in the market for so many years and has a very good potential in the market.

Cadbury has an excellent taste, quality & packaging and its future path is very bright. Cadbury chocolate is easily available to consumers and it has maximum market share in chocolate business.

- 66 -

- 67 -

LIMITATIONS  Because of time constraint sample size was the scope of this project is limited to areas in New Delhi only.  The estimates are done on average basis.  The project had scope for future research, which was beyond my resource due to time constraint and work pressure.  Because of time constraint sample size was restricted on 100.  Some of the respondents did not respond due to lack of time.  Some were biased towards their brand, which might not be giving them good service.  Some times even if the retailers were not using Cadbury but he used to say that the brand he is using is Pepsi because of low awareness level of other brands.

- 68 -

- 69 -

SUGGESSTIONS

Cadbury can improve on their brand by adding some new flavours as well as changing its packaging. ⇒ Cadbury can also capture a large market by lowering its price. By some price reduction and keeping some small gifts likes Tattoos, Small Cars etc. they can also target kids. ⇒ Cadbury can also improve by giving new shapes and different appeals to consumer. Little bit, it should improve the packaging of few brands also to make its look attractive. ⇒ From the study it has been found that majority of the people do not have any brand preference. The company should establish brand image in chocolate with the help of advertisement & better service to the customers. ⇒ Cadbury can also introduce 'Buy two get one' like offers in order to gain market share. ⇒ The claims of the consumer schemes should properly be handled. ⇒ The frequent fluctuations in the price must be stopped as it creates bad and unstable image in the minds of the consumer. ⇒ The company needs to focus heavily on advertising. It can be accomplished by putting up barriers and hoardings, distributing advertisement materials, free gift like key chains, caps, T -Shirts, wall clock with symbols of all the brands of the company. ⇒ Schemes should be timely launched keeping in view of the competitors. ⇒ The company should come up with consumer schemes. They can put forth a questionnaire is the newspaper and offer for the winners. This can help the company in creating awareness for their products. - 70 -

⇒ As Cadbury is market leader in chocolates it should protect its existing market share by developing new product ideas, improve customer service, reduce costs & improve distribution effectiveness. It should expand its market share by targeting one or more competitor, new uses & users of the product.

- 71 -

- 72 -

APPENDIX QUESTIONNAIRE Name: Area/Location: Address: Contact No.: 1. Do you know Cadbury? (a) Yes

(b) No

2. Do you buys Cadbury's chocolate? (a) Yes

(b) No

(c) Can't say 3. If yes, then why Cadbury? (a) Taste

(b) Quality

(c) Price

(d) Availability

4. If no, then why not? (a) Price

(b) Health conscious

(c) Taste

(d) Can't say

5. How often do you buy Cadbury's chocolate? (a) Frequently

(b) Occasionally

(c) Rarely

(d) Never

6. How do you feel about Cadburys chocolate? (a) Good (C) Neutral

(b) Very Good (d) Bad

- 73 -

7. On what occasions do you buys Cadbury's chocolate? (a) Festivals

(b) Birthdays

(c) Gift

(d) Mood

8. Do you think of a specific brand when you buy chocolate? (a) Cadbury

(b) Nestle

(c) Amul

(d) Others

9. Which brand of chocolate do you like most? (a) Cadbury

(b) Nestle

(c) Amul

(d) Others

10. How do you feel regarding price of different brands of

chocolate?

(a) Cadbury- High/Low (b) Nestle -High/Low (c) Amul -High/Low (d) Others -High/Low (e) 11. How easily do you get different brand of chocolate? (a) Easily

(b) Not easily

(c) Rarely 12. Among which brand of chocolate, the taste is good? (a) Cadbury

(b) Nestle

(c) Amul

(d) Others

13. If the price of another brand of Chocolate were reduced would you shift your brand? (a) Yes

(b) No

14. Do you have any grievance before the company? (a) Yes

(b) No

(c) Not certain

- 74 -

15. Do you have any suggestions regarding the product? (a) Yes

(b) No

(c) Not certain

16.If

any

suggestions

for

the

company

………………………………………………………………………………………… ………………………………………………………………………… Thanking You Date:_________

(

Signature

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)

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BIBLIOGRAPHY BOOKS REFERRED FOR ANALYSIS: 1. Marketing Management – Philip Kotler, Eleventh edition. 2. Research Methodology- R.C. Kothari, Second edition. 3. Marketing Research- Harper W. Boyd, Jr. Ralph Westfall, Stanley F. Stasch, Seventh edition

WEBSITE:

1.

Cadbury's website. – www.cadburyindia.com

2. Indiainfoline.com. 3. Google.com.

NEWS PAPER: 1. Economic times.

2. Times of India.

MAGAZINES: 1. Business today.

2. Business World.

2. Business India.

JOURNALS: Annual Journal Report of Cadbury India Ltd.

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