Ishwar Sharan

8/2/2019 Ishwar Sharan

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Submitted in partial fulfillment of the requirements

For the award of the degree of

Bachelor of Business Administration

To

Guru Gobind Singh Indraprastha University, Delhi

Guide: Submitted by:

Mrs. Monika Gupta Ishwar Sharan

08190301709

Institute of Innovation in Technology & Management,

New Delhi 110058


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Batch (2009-2012)

Certificate

I, Ishwar Sharan, Roll No. 08190301709 that the Summer Training Report

(Paper Code 309) entitled Marketing Strategies of Cadbury India Ltd. is

done by me and it is an authentic work carried out by me at (Cadbury India

Ltd.). The matter embodied in this has not been submitted earlier for the

award of any degree or diploma to the best of my knowledge and belief.

Signature of the Student

Date:

Certified that the Summer Training Report (Paper Code 309) entitled

Marketing Strategies of Cadbury India Ltd done by Ishwar Sharan, Roll

No. 08190301709 is completed under my guidance.

Signature of the Guide

Date:

Name of the Guide:

Designation:


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Acknowledgement

Our sincere ineptness to all those management people, who co-operated with me in such a

nice way that I did not ever find any of the problems in this report.

First of all I would like to extend my vote of thanks to Mr. MARICHI MATHUR

(Marketing Manager) of Cadbury India Limited, who assigned me a very lively project to

work on.

This acknowledgement would not be complete without placing on the report thecontribution and support extended by Mrs. Monika Gupta.

Ishwar Sharans,

BBA IV Sem.


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INDEX

S.NO. CONTENTS

1. Acknowledgement

2. Certificate

3. Executive summery

4. Overview - Company Profile

5. SWOT analysis

6. Research Objective7. Research Methodology

8. Field Work

9. Data Analysis & Interpretation

10. Limitations

11. Conclusions

12. Bibliography

13. Questionnaire


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Executive Summary

The Cadburys Indias number one chocolate is able to share with their

market insights based upon unparallel breath of chocolate experience.

The merge in 1969 with Schweppes and the subsequent development of

the business have led to Cadbury Schweppes taking the led in both, the

confectionary and soft drink market intech UK and becoming a major

force in the international market. Cadbury Schweppes today

manufactures product in 60 countries and a trade in staggering 120.

This project is a sincere effort to look for the market potential in

chocolate and confectionery industry. A descriptive research procedure

had been applied to come to the conclusions of the project. A detailed

questionnaire had been prepared and the responses of the concerned

people had been collected for the analysis. The project later concluded

in recommending the market potential of the chocolate and

confectionaries.


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INTRODUCTION

Te Cadburys Inc has taken the opportunity to offer us a broader view of

chocolate category. The Cadburys Indias no. 1 chocolate is able to

share with their market insights based upon unparalleled breath of

chocolate experience.

Cadbury has grown from strength to strength with new technologies

being introduced to make the Cadbury confectionery business, one of

the most efficient in the word. The merge in 1969 with Schweppes and

the subsequent development of the business have led to Cadbury

Schweppes taking the led in both, the confectionery and soft drink

market Intec UK and becoming a major force in the international market.

Cadbury Schweppes today manufactures product in 60 countries and a

trade in staggering 120. The Cadbury story is a fascinating story of a

family business that grew in one of the biggest, most loved chocolate

brand in the world. A story that you will remember as the story of The

taste of life


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COMPANY PROFILE

Cadbury is a leading global confectionery company with an outstandingportfolio of chocolate, gum and candy brands. We employ around50,000 people and have direct operations in over 60 countries, sellingour products in almost every country around the world.

In India, Cadbury began its operations in 1948 by importing chocolates.After 60 years of existence, it today has five company-ownedmanufacturing 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 ofwhat

We are trying to achieve as a business. We collaborate and work as

teams to convert products into brands. Simply put, we spread

happiness!


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Currently Cadbury India operates in four categories viz. ChocolateConfectionery, 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, clairs 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 Bourn vita - 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 cocoaproductivity 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
http://www.cadburyindia.com/brands/choco1.asphttp://www.cadburyindia.com/brands/choco2.asphttp://www.cadburyindia.com/brands/choco3.asphttp://www.cadburyindia.com/brands/choco8.asphttp://www.cadburyindia.com/brands/choco4.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/conf1.asphttp://www.cadburyindia.com/brands/choco1.asphttp://www.cadburyindia.com/brands/choco2.asphttp://www.cadburyindia.com/brands/choco3.asphttp://www.cadburyindia.com/brands/choco8.asphttp://www.cadburyindia.com/brands/choco4.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/conf1.asp


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the Cadbury PLC, world's leading Confectionery Company. Yes, like wesaid we will continue to spread happiness!

CADBURY WORLDWIDE

We are currently the world's biggest confectionery company with anumber one or number two position in 20 of the 50 largest confectionerymarkets across the globe.

We create chocolate, gum and candy brands people love - brands like

Cadbury,Trident and Halls.

Our heritage starts back in 1824 when John Cadbury opened a shop inBirmingham selling cocoa and chocolate. Since then we have expandedour business throughout the world by a programme of organic andacquisition led growth. On 7 May 2008, the separation of ourconfectionery and Americas Beverages businesses was completedcreating Cadbury plc with a vision to be the world's BIGGEST and BESTconfectionery company.

A few facts and figures

We make and sell three kinds of confectionery: chocolate, gumand candy

We operate in over 60 countriesJohn Cadbury opened for businessin 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
http://www.cadbury.com/ourbrands/featurebrands/Pages/cdm.aspxhttp://www.cadbury.com/ourbrands/featurebrands/Pages/trident.aspxhttp://www.cadbury.com/ourbrands/featurebrands/Pages/halls.aspxhttp://www.cadbury.com/ourcompany/ourheritage/Pages/heritage.aspxhttp://www.cadbury.com/ourbrands/featurebrands/Pages/cdm.aspxhttp://www.cadbury.com/ourbrands/featurebrands/Pages/trident.aspxhttp://www.cadbury.com/ourbrands/featurebrands/Pages/halls.aspxhttp://www.cadbury.com/ourcompany/ourheritage/Pages/heritage.aspx


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Want to find out more about us?

Download our Corporate Factsheet or Corporate Brochure and get a realtaste of Cadbury. Who we are, why we're different and what we're doingto achieve our vision of being the biggest and best confectionerycompany in the world. You can also watch our video interview with CEO,Todd Stitzer to find out what it's really like to work at Cadbury - a

downloadable transcript of the video is also available

CADBURY VALUE

We are performance driven, values led. Throughout changingtimes, our constant values have inspired us to be pioneers inbusiness 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.

Our values are:

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.

QualityWe put quality and safety at the heart of all of our activities - our

products, our people, our partnerships and our performance.
http://www.cadbury.com/SiteCollectionDocuments/Cadbury%20Corporate%20Factsheet.pdfhttp://www.cadbury.com/SiteCollectionDocuments/CA_Corp_Brochure_AW_Double.pdfhttp://www.cadbury.com/SiteCollectionDocuments/CEO%20Interview%202008.wmvhttp://www.cadbury.com/SiteCollectionDocuments/CEO%20Interview%202008.wmvhttp://www.cadbury.com/SiteCollectionDocuments/CEO%20Interview%202008.wmvhttp://www.cadbury.com/SiteCollectionDocuments/Cadbury%20Corporate%20Factsheet.pdfhttp://www.cadbury.com/SiteCollectionDocuments/CA_Corp_Brochure_AW_Double.pdfhttp://www.cadbury.com/SiteCollectionDocuments/CEO%20Interview%202008.wmvhttp://www.cadbury.com/SiteCollectionDocuments/CEO%20Interview%202008.wmvhttp://www.cadbury.com/SiteCollectionDocuments/CEO%20Interview%202008.wmv


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RespectWe genuinely care for our business and our colleagues. We listen,

understand and respond. We are open, friendly and welcoming. Weembrace new ideas and diverse customs and cultures.

IntegrityWe always strive to do the right thing. Honesty, openness and beingstraightforward characterise the way we do business. We have clear

principles and do what we say we will do.

ResponsibilityWe 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 ofglobal 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 iscreating brands people love. The core purpose captures the spirit of

what we are trying to achieve as a business.

We collaborate and work as teams to convert products into brands.
http://www.cadburyindia.com/brands/choco8.asphttp://www.cadburyindia.com/brands/choco4.asphttp://www.cadburyindia.com/brands/choco3.asphttp://www.cadburyindia.com/brands/choco7.asphttp://www.cadburyindia.com/brands/choco9.asphttp://www.cadburyindia.com/brands/choco10.asphttp://www.cadburyindia.com/brands/choco2.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/choco1.asp


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OUR TEAM

Rajiv Wahi- vice chairman

Anand Kripalu- managing director

Atul Bhatia Executive director (science and technology)


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Rajesh Garg

Executive director finance & commercial

Jaiboy PhillipsExecutive director supply chain

Sanjay PurohitExecutive director Marketing and international business


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Sunil SethiExecutive director sales and business development

V chandramauliExecutive director HR and strategy

AWARDS

Asian Marketing Effectiveness Awards 08

Asian Marketing Effectiveness Awards 2008 for Bournvita Folk/Fusioncampaign - GOLD award for the "Best Insights and Strategic Thinking"and SILVER award for the 'Most Effective Use of Advertising'.

The Asian Marketing Effectiveness Awards are the region's mostprestigious awards that celebrate resourceful Asian marketing. They aredesigned to set the standard for effective marketing within the region,and aim to uncover the campaigns that show results through innovativespirit and combining creativity with effectiveness to build world classbrands.


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Cadbury India ranked 7th Great Place to Work in IndiaNo. 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.

This study, in its fifth year in India , has a presence in 30 countries and isthe ol

dest, most comprehensive and respected workplace study worldwide.

Over two hundred companies throughout India participated in the

survey, which measured the degree of satisfaction of employees with

their place of work and picked out the best working environments. This

is the fourth time we have featured amongst the Great Places to Work in

India . We were ranked 10th in 2003, and were among the top 25 in

2004 and 2005

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 Businessworld. The


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award recognizes Cadbury India as a national leader in the area ofHuman Resource Management.

Business World along with Grow Talent has been carrying out the 'GreatPlace to Work' survey for the past 4 years. This award is based on theranks received in top 25 list of the Great Place to Work India studiesconducted in the last four years.

ABBY Award wins for India.

The prestigious ABBY awards, held in March, recognise creativeexcellence in the Indian Advertising Industry. The Ulta Perk campaignwon four Silver Awards in total and the Cadbury Dairy Milk Campaign,Miss Palampur, also won a Silver Award. This year Cadbury alsosponsored the new 'Young ABBY' Award.

Bournvita won the Emmvie Gold for theBest Media Innovation TV


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Cadbury won the Emmvie Gold for the Best Media Innovation -TV, for brand Bournvita, for the entry Physical symbol of

Confidence.

Cadbury Dairy Milk & Bournvita crowned as ConsumerSuperbrands

Cadbury Dairy Milk & Bournvita have done it again. For the

second time running, Cadbury Dairy Milk & Bournvita have been

declared a `Consumer Superbrand' for 2006-7 by Superbrands India.


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Cadbury- Ranked among India's most respected companies

Cadbury India has been ranked 5th in the FMCG sector, in a survey on

India's most respected companies by sector conducted by Business

World magazine in 2007.

Cadbury wins 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.

.


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Cadbury India roars at Cannes

Cadbury India received a bronze award at the Cannes LionsInternational Advertising Festival for partnering with a mobile phoneoperator in 2005 to provide exam results via SMS to school children


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OFFIES AND FACORIES

Cadbury India Ltd.Cadbury House19, B Desai RoadMumbai 400 026

MaharashtraIndiaTel: +91 22 4007 3100Fax: +91 22 2352 1845


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Regional Offices

MumbaiCadbury India Ltd.

Reyn. Basera AnnexeNear Cooper HospitalVile Parle West

Mumbai 400 056Maharashtra

India

ChennaiCadbury India Ltd.146- Second Floor

Royapeth High RoadMylapore

Chennai 600004Tamil Nadu

India

DelhiCadbury India Ltd

303 - 3053rd Floor, Vipul Agora

M.G. RoadGurgaon - 122 002

India


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KolkataCadbury India Ltd9-A Esplanade RowKolkota - 700 069

West BengalIndia

FACTORY

ThaneCadbury India Ltd

1 Pokhran RoadEastern Express HighwayThane 400 606Maharashtra

India

PuneCadbury India Ltd

Induri FactoryTalegaon Dabhade

Pune 410 507

MaharashtraIndia

Himachal PradeshCadbury India Ltd

Works: Hadbast No 199


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Village Sandholi Baddi

Tehsil- Nalagarh

Dist. Solan 173205Himachal PradeshIndia

GwaliorCadbury India Ltd

Plot No 25Malanpur

Industrial AreaVillage GurikhaTehsil Gohad

Gwalior - 477 116Madhya PradeshIndia

BangaloreCadbury India Ltd

Jodi HanumanapalyaMahadevapura Post

Mangalore RoadNelamangala 562 123

Bangalore

KarnatakaIndia

CochinCadbury India LtdCocoa OperationsNear ThrikkakaraPipe Line JunctionThrikkakara P.OCochin 682021

Kerala

India


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Corporate Social Responsibility (CSR) is at the heart of oursuccess

At Cadbury India we have always believed that good values and goodbusiness go hand in hand. It's part of our heritage and the way we do

things today. CSR is about growing our business responsibly.

Cadbury India has a tradition of caring for the environment and

enriching the quality of lives of the communities we live and work in,

through a variety of result-oriented programs

Our commitment to the Environment.

Growing Community Value

Our commitment to the Environment

We are committed to responsible environmental, health and safety

management. We aim to look after the health and safety of our people

and minimize the environmental impact of our business around the

world.

Water is a precious resource. As part of Cadbury India's efforts to

continuously increase water conservation our Bangalore factory has
http://www.cadburyindia.com/cadtoday/socialresp.asp#envhttp://www.cadburyindia.com/cadtoday/socialresp.asp#comhttp://www.cadburyindia.com/cadtoday/socialresp.asp#envhttp://www.cadburyindia.com/cadtoday/socialresp.asp#com


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constructed a check dam to store the rainwater. This dam not only acts

as a major ground water replenishing source for the bore wells in the

factories and surrounding community, but is also a stopover location for

some of the migratory birds!

Dam at our

Bangalore factory

Pioneering cocoa cultivation in India

Since 1974 Cadbury has pioneered the development of cocoa cultivationin India. For over two decades, we have worked with the KeralaAgriculture University to undertake cocoa research and released hybridsthat improve the cocoa yield


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Our efforts have increased cocoa productivity and touched the lives ofthousands of farmers. Hardly surprising then that the Cocoa tree iscalled the Cadbury tree!

Bangalore factory: the sun shines at nightAcknowledged as 'Preserver of Environment'

Sarvam Program

With operations around the Pacific Ocean, we responded immediately tothe Asian Tsunami in late 2004. After initial emergency relief donationwe established a Tsunami Regeneration Programme for essential long-term community rebuilding.


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Working in partnership with a local charity, the Sri Aurobindo Society, on

a five-year project, we are contributing to the redevelopment of two

villages in the costal region of Pondicherry. The project addresses

education, health, economic development, vocational training, organic

farming, water harvesting and attitude changes including the

empowerment of women. Learning's from the project will also create

significant rural regeneration throughout the rest of the Tsunami - hit

regions and beyond.

Priorities for the first year include: providing simple housing and toilets

and repairing and developing eight pre-school centres and three


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schools. We will also recruit teaching staff, health workers, counselors as

well as an administrator and set up a training and basic IT centre.

Cadbury spreads smiles at Vatsalya

Cadbury India has partnered with Vatsalya Foundation, an NGO working

with underprivileged street children in Mumbai. Vatsalya's motto is to

give the child a supportive environment to live and study in and gain

skills so that they become contributing members of society.

We support the educational needs of 100 street children by proving

them with their school fees and also other requirements like books,

stationery uniforms etc. We will also sponsor educational camps for

these children.

The other aspect of the partnership is the "Be My Friend" Volunteering

programme. Under this initiative colleagues are encouraged to spend

time with these children, encourage them to study or just simply be

their Friend.


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Cadbury India supports the building of a Neo-natal ward

In an effort to provide a health start to the newborn infants of the localcommunity in the Thane district, we have supported the construction ofa neo-natal hospital ward at Thane`s municipal hospital. The ward givesspecialized and intensive care for premature and critically ill newborns.

This intervention has helped the poor and needy who are in urgent needof specialized healthcare.


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Gurikha Project

Smiling girls of Gurikha school (built by Cadbury India)

In 1999, we launched the Community Initiative Programme under thebanner: Nutrition, Education, Security and Love near our Malanpurfactory (MP).

Village Development Committee structured by Cadbury insession.

As a result, we focused on healthcare and education in the nearby

village of Gurikha. A nursery school was started and key improvementswere made in the primary school.

The consultation and a bit of lateral thinking led to some real socialimprovements: fresh drinking water from a new village pump, a doctor'sclinic, vet services for milk producing animals and fruit trees for eachhousehold to plant during the monsoons. They also helped increaseattendance in school.


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Smart girls from Cadbury aided coaching class

Play school for children below 5 years of age established byCadbury.

Women Empowerment activities will help rescue her burden


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PRODUCT

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.


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In the early 90's, chocolates were seen as 'meant for kids', usually a

reward or a bribe for children. In the Mid 90's the category was re-

defined by the very popular `Real Taste of Life' campaign, shifting the

focus from `just for kids' to the `kid in all of us'. It appealed to the child

in every adult. And Cadbury Dairy Milk became the perfect expression of

'spontaneity' and 'shared good feelings'

The 'Real Taste of Life' campaign had many memorable executions,

which people still fondly remember. However, the one with the "girl

dancing on the cricket field" has remained etched in everyone's

memory, as the most spontaneous & un-inhibited expression of

happiness.

This campaign went on to be awarded 'The Campaign of the Century', in

India at the Abby (Ad Club, Mumbai) awards.

In the late 90's, to further expand the category, the focus shifted

towards widening chocolate consumption amongst the masses, through

the 'Khanewalon Ko Khane Ka Bahana Chahiye' campaign. This

campaign built social acceptance for chocolate consumption amongst

adults, by showcasing collective and shared moments.


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More recently, the 'Kuch Meetha Ho Jaaye' campaign associated

Cadbury Dairy Milk with celebratory occasions and the phrase "Pappu

Pass Ho Gaya" became part of street language. It has been adopted by

consumers and today is used extensively to express joy in a moment of

achievement / success.

'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.

Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai

for the 2005 edition of Brand Equity's Most Trusted Brands survey.


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During the 1st World War, Cadbury Dairy Milk supported the war effort.

Over 2,000 male employees joined the armed forces and Cadbury sent

books, warm clothes and chocolates to the front.

Halls accounts for 50% of international cough drop sales and is the

leading sugar confectionery brand in the world. In 1930s, the Hallbrothers 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. Halls was first launched in Indiain 1968 & soon established itself as a therapeutic candy competing in

the cough lozenge market. Halls has been sold in India as part of the

Pfizer & Warner Lambert networks before it came into the Cadbury fold

in 2003 as part of a global merger with Adams Confectionery.


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Halls has had a colourful advertising history in India & was infact, one of

the earliest brands to advertise on television in India. In the 1980s, Ads

featuring Meenakshi Sheshadri and later, Vijeta Pandit on its unique

vapour action formula with a classic Halls Jingle were aired which

established the brand firmly in the market. In the 90s, Halls advertising

adopted a different take with its Traffic Jam Ad where Halls restores

order to a situation of chaos & the early 2000s saw Halls advertising on

the refreshment platform. Over the years Halls has been strongly

positioned on the` soothes sore throat benefit in the consumers mind.

Halls continues to be one of the leading mint brands in India even in the

changed competitive context.

Halls is marketed in 24 different countries around the world & is

offered in over 26 flavours.

Halls produced the largest sweet in the world in 1964. Weighing

76kilos, the sweet was put on exhibition in New York.

Halls accounts for more than 50% of international cough dropsales.

In 2002, people consumed 100,000 tons of Halls!


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

rapidly growing packaged Cadbury Bytes was launched in 2004-05 as

Cadbury's foray into the rapidly growing packaged snack market.

Cadbury Bytes is a one of a kind snack, in that it is sweet and not salty,

as compared to most of the other snacks. It's a bite sized snack with a

crunchy wafer and rich Choco cream filling. There are three variants of

Bytes available in the market - Regular, Coffee and Strawberry, at two

price points- Rs 5 and Rs 10.

Cadbury Bytes is targeted at teens as they are the largest consuming

segment of packaged snack category. They are also the gateway to the

family, especially for a new sweet snack.


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With Bytes, Cadbury has entered into a new category with well

entrenched and established brands. It is an exciting challenge for us to

take the brand forward and make it a stupendous success.

Cadbury Bytes is positioned as the 'only sweet snack' in the world of

salty snacks The proposition we have arrived at is "Snacking ka meetha

funda", where we take a pot-shot at other. snacks, by saying `Har snack

namkeen nahi hota'. The product is all about breaking a clich and

teenagers identify with breaking stereotypes. The new commercials-

'Tommy' and 'Villain', talk about breaking the stereotype.


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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

The brand has been an enduring symbol of mental and physical health

ever since it was launched in 1948. It is hardly surprising then, that

Bournvita enjoys a major presence in the Malt Food market.


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Given its market share of 17%, Cadbury Bournvita reaches across

hundreds of cities, towns and villages through 3,50,000 outlets in India.

It is a universal truth that mothers attach a lot of emotional importance

to nourishment while bringing up their children. However, children

always look out for the tastiest option to make their daily dose of milk

more enjoyable.

Cadbury now offers two options to capture this appeal: Cadbury

Bournvita, with its popular chocolate taste, and its latest offering,

Cadbury Bournvita 5 Star Magic, leveraging the rich chocolate and

caramel flavour of Cadbury 5 Star Cadbury Bournvita advertising has

moved with the times to reflect the changing needs of the consumers.

During the '70s the communication centered on 'Good upbringing' andBournvita became an essential building block for childhood. "Goodness

that grows with you" was the campaign idea that communicated this

thought.

In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with the

more aggressive "Brought up right, Bournvita bright" campaign, which

was very successful during its time.

In the early '90s all brands in the category provided purely physical

benefits like nourishment, energy and growth. It was at this time that

Bournvita decided to raise the bar by promising physical and mental


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benefits. This resulted in the famous Tan Ki Shakti, Man Ki Shakti

Campaign which became an anthem for the brand.

In the new millennium, keeping pace with the evolving mindsets of the

new age consumers, Cadbury Bournvita is about arming consumers with

Confidence to take on physical and mental challenges that nobody else

can, resulting in one of the most successful advertising campaigns which

is based on 'Real Achievers who have grown up on Bournvita'

In the 1980 Moscow Olympics, Cadbury Bournvita was the official

health drink for the Indian team

The Cadbury Bournvita Quiz Contest, which started airing on April 12th

1972, is India's longest running national school quiz contest. Starting out

as a contest held in cities, and then on radio, the contest currently has

been running for over 10 years on satellite television. It has over 500

episodes to its credit, and today the contest directly reaches more than

11,25,000 students, in 4000 schools across 66 cities and 7 countries -

UAE, Kuwait, Qatar, Oman, Bahrain, Nepal and India.


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Cadbury India has expanded its confectionary portfolio in 2007 by

foraying into the Bubble gum category with the launch of Bubbaloo

Bubblegum- a successful bubblegum brand from its international

portfolio.

Bubbaloo is an innovative soft bubblegum with a centre filled liquid.

It is filled with a high level of a great tasting fruit flavoured liquid that

floods your mouth instantly.


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Bubaloo is currently available in two yummy flavors- Strawberry and

Mixed Fruit.

The communication focuses on the "fun filled liquid centre " of Bubbaloo

and is anchored by Bubba- the cat, the international mascot for the

brand Bubbaloo

Bubbaloo was first launched in 1984.

Bubbaloo is sold in 25 countries and is particularly popular in Latin

America. The record for the largest bubblegum bubble ever blown is58.4cm. The bubble was blown by Susan Montgomery Williams of

Fresno, California, USA at the ABC-TV studios in New York City, in 1994.

SWOT ANALYSIS

Strength :-

Strong brand equity in India

Due to its 54 years presence in India has deeppeneteration- 2100 distributors, 450000retailers, 60 midurban 22% customer.

Three sectors like chocolate (70%), confectionery (4%),

food drinks (14%) leader in brown segment. Low cost of production due to economic of scale. Thats

mean higher profit .

Second best manufacturing location throughout CadburySchweppes.


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Weakness :-

Poor technology in India as compared to currentinternational technologies.

Made in India tag once the economy opens up wore

and imports rush in.

Opportunities

Tremendous scope for per capita income (160gms of8-10kg)

Increasing per capita national income resulting inhigher disposable income.

Growing middle class income and urban population.


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Increasing gift culture.

Substitute to Mithai with higher calories,cholesterole.

Increasing departmental store concepts impulse @at cash countries.

Globalization : optimal use of global CadburySchweppes

Threats

Main threat for Cadbury India ltd. Is nestle India productbecause they are main competitors for Cadbury India Indialtd.


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POSITION OF VARIOUS BRANDS IN THE MARKET IS BEING GIVENBELOW :-

CADBURYBRANDS

POSITIONING Nestlsbrands

Positioning

Cadbury dairymilk

the real taste oflife

Classicmilkchocolate

Positioned asan affordableenriched milk

chocolateFruit and nut

Creamy bar

Roast

Almond

Crackle

Bourn vita

Positioned asadults as animpulse any time

purchase selfexpression valuesattached

Bar one Positioned astrendy, cool,any time snack.

Star/ perk/break

Perk positioned assnackingconsumption

thodi si petpooja

5 star energy barreach for the stars.

Kit Kat Positioned as asnackingconsumptionhave a break,have a kit kat


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Data analysis and findings

Data was tabulated manually and was also analyzed manually.Excel was used to make graphs and pie charts.

Main techniques were used: -

Modal value was used to analyze the questions, which has 2 ormore chooses as their answer to questions.


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objective of the project

My main objective of the study on this project is to demonstratethe marketing strategies of Cadbury India ltd.

And to arrive at my findings, I have done analysis; -

1. SWOT analysis

2. 5ps of marketing: - Product

Price

Place

Promotion

Positioning

How Cadbury India ltd. Make their marketing strategies in Indiato compete their competitors


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RESEACH METHODOLOGY

Achieving accuracy in any research requires depth study

regarding the subject. As the prime objective of the project is to

compare Cadbury with the existing competitors in the market

and the impact of nestle on Cadbury, the research methodology

adopted is basically based on primary data via which the most

recent and accurate piece of first hand information could becollected. Secondary data has been used to support primary

data wherever needed.

Primary data was collected using the following techniques: -

1. Questionnaire method

2. Direct interview method

3. Observation method

The main tool used was, the questionnaire method. Further

direct interview method, where a face-to-face formal interview

was taken. Lastly observation method, as one continuously

observes the surrounding environment in which they work.

Procedure of research methodology

1. Target geographic area was Delhi, NCR

2. To filled up questionnaire from these geographical area

and questionnaire was both open and close ended


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3. The data during which questionnaires were filled was

between six week.


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4. Some dealers were also interviewed to get to know theirprospective.

5. Finally the collected data and information was analyzedand compiled to arrive at the conclusion andrecommendations given

Source of secondary data

For obtaining information regarding Cadbury and itscompetitor history, current issues, policies, procedure etc,wherever required.

1. Internet2. Magazine3. Newspapers


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FINDINGS FROM QUESTIONNAIRE

Do you eat chocolates?

1) Yes

2) No

0

10

20

30

40

50

60

70

80

yes

no


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2.Which brand of chocolates do you eat?

1) Cadbury2) Nestle

3) Amul4) Others

cadbu

nestle

amul

others


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3.From where do you buy chocolates?

Theatre

Superstore

Restaurants Retail store

0thers

theatre

superstore

restaurants

retail store

others


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4. Are you aware of any campaign of the above brands?

Yes

No

42 44 46 48 50 52 54

3-D Bar 3

no

yes


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5. Which Cadburys product do you usually prefer or use?

Dairy milk

5 star

Fruit & nut Perk

Temptation

0

10

20

3040

50

60

70

80

dairy milk

5 star

fruit & nutperk

temptation


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LIMITATION OF THE STUDY

1) Competitors Information such as:

Sales data.

Dealers covered by them.

Beats covered by them

Input offered by them like schemes etc.

2) Inability to cover whole Ludhiana district including outstation with

insmall time period.

3) Absence of relevant data and any literature on the project given.

4) Information given by the dealers will be the only first hand

information

(They might alter the information).

5) Seasonal Variation: Ups and downs in the sale due to seasonal

variation

might influence the information given by the dealers.

6) Not availability or shortage of the product at the supplier side can

also

influence the study.


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CONCLUSION

This company project has demonstrated Cadburys marketing

and competitive strategies that has proved to be extensive

through, and of great benefit to the company and its

competitive advantage.

In this project it possible to see the success of Cadburys in its

indorse its strong potential to continue to do well.


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Bibliography

A L Ries (1996), focus Harper Collins publishers ltd.

David A. Aaker (19991), managing brand equity , The

free press.

David A. Aaker (1996) building strong brands The free

press.

Philip kotler ( English edition) marketing management ,

prentice hall of India

Advertising and marketing magazine

The economic times brand equity

Company literature

Market survey and questionnaires

Web sites: - www.cadbury india.com

Web sites: - www.cadbury.uk.com

Business world

Business today
http://www.cadbury.uk.com/http://www.cadbury.uk.com/


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Questionnaire

1. Do you eat chocolate?

Yes

No2. Which brands of chocolates do you use?

Cadbury

Nestle

Amul

Others

3. From where do you buy chocolates ?

Superstore

Retail store

Restaurants

Theatre

Others

4. Are you aware of any camping of the above brands ?

Yes

No


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5. Which Cadburys product do you usually prefer?

Dairy milk

5 star

Fruit & nut

Perk

Temptation

6. Do you think Cadburys chocolate is easily available in the

market?

Yes No

7. Describe Cadburys chocolate in one word?

8. Your comments on Cadburys products?

Ishwar Sharan

Documents

Transcript of Ishwar Sharan