MARKETING STRATEGIES OF CADBURY INDIA

LIMITED
.
Submitted for the partial fulfillment of the Requirement For
The Award Of
BACHELOR OF BUSINESS ADMINISTRATION
(CCS University Meerut
Un!er t"e su#ervisi$n $%
S&it' S"'r&' ( Br'n! M'n'(er
SUBMITTED TO SUBMITTED BY
MS. SHAIL)A KAMAL
R$** N$. + ,-.//00
BBA (00102
.
ITS1Institute $% M'n'(e&ent
GREATER NOIDA
1
CERTIFICATE CERTIFICATE
This is to certify that the project titled Marketing Strategies of Cadbury India
Limited is a bonafide ork carried out by Mr! "amal in partial fulfillment of the
re#uirement for the aard of $achelor %f $usiness &dministration appro'ed by the
()T( under our guidance and direction!
Internal *uide + )rof! MS. SHAILJA
,
DECLARATION
It is here by declared that this project report is an
original work done by Mr. Kamal on behalf of PRINCE
INSTITUTE OF INNOVATIVE TECHNOLOGY, Greater Noida. For
the partial fulfillment of BBA all right resered. Any !nauthori"ed
use of this project is strictly prohibited without the prior permission
of the authority.
DATE: KAMAL
Palace
-
Acknowledgment
I am thankful to Ms. Smita Sharma (Brand Manager : New
Delhi Branch of Cadbury) for providing me important
information essential for the successful completion of the
project.
I am also extend heartiest thanks to SHAILJA (My Guide)
who initiated this interesting project and helped us solve
all the difculties confronted at various stages.
KAMAL
.
PREFACE
#he BBA curriculum is so designed that student get enough
theoretical $ practical knowledge of business world which helps
them to e%plore their skills in the corporate world in future.
#he BBA training helps the students to understand $ gain
knowledge about the industry $ market enironment. It deelops
skills of analy"ing $ interpreting problems through application of
concepts $ techni&ues of management.
#his training assisted me to gain an insight into the skills
embedded in the working enironment' the training has created an
imprint, which will go a long way in shaping my career ahead.
I shall consider all my efforts to be worthwhile if this endeaor of
mine able to satisfy all those concerned.
/
INDEX
S. NO. CONTENTS
1. Executive Summary 7
2. Introduction 8
3. Company Profle
4. Objective of the project
5. Research Methodology
6. Data analysis and Findings
7. Conclusion
8. Suggestion
9. Bibliography
10. Questionnaire
0
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 confectionery 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 efort 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 confectioneries.
1
INTRODUCTION
The Cadburys Inc has taken the opportunity to ofer 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 confectionary business, one
of the most efcient in the world. 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. 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.
2
OBJECTIVE OF THE PROJECT
My main objective of the study on this project is to
demonstrate the marketing strategies of Cadbury India
Ltd.
And to arrive at my fndings, I have done few analysis:-
(a)SWOT Analysis
(B)PEST Analysis
And also 5 Ps of Marketing:-
Product
Price
Physical Distribution
Promotion
Positioning
3
RESEARCH METHODOLOGY
Achieving accuracy in any research requires in 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 frst hand information could be collected. Secondary data has
been used to support primary data wherever needed.
Primary data was collected using the following techniques
Questionnaire Method
Direct Interview Method and
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 has been continuous with the
questionnaire method, as one continuously observes the
surrounding environment he works in.
Procedure of research methodology
# Target geographic area was Delhi. NCR.
# To these geographical area questionnaire was given, the
questionnaire was a combination of both open ended and closed
ended questions.
14
# The date during which questionnaires were flled was
between six week.
# Some dealers were also interviewed to know their prospective.
Interviews with the honour of retailer of Cadbury were also
conducted.
# Finally the collected data and information was analyzed and
compiled to arrive at the conclusion and recommendations given.
Sources of secondary data
Used to obtain information on, Cadbury and its competitor history,
current issues, policies, procedures etc, wherever required.
# Internet
# Magazines
# Newspapers
11
The legend called Cadbury
1824 A once business was 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 worlds largest producer of
chocolate.
1831 By this year the business had changed from a grocery shop
and John Cadbury had become a manufacturer of drinking chocolate
and cocoa. This was the start of Cadbury manufacturing business as
it is known today. A larger factory in Bridge Street Birmingham was
rented in 1847, John Cadbury was joined by his brother
Birmingham and the business became Cadbury Brother of
Birmingham.
1861 John Cadbury resigned his business and handed over to his
sons, Richard, 25 and George, 21 who after 5 difcult years almost
shut down the business to take up other vocation. Fortunately for
generation of chocolate lovers, they didnt.
1866 Saw a turning point for the company with the introduction of
a process for pressing the cocoa butter from the coca beans. This not
only enabled Cadbury Brothers to produce pure coca essence, but
the plentiful supply of coca butter remaining was also used to make
new kind of eating chocolate. The essence was advertised as
Absolutely pure, therefore best.
1879 Business prospered from this time and Cadbury Brother
outgrew the Bridge Street factory, moving in 1879 to a Greenfeld
site some miles from the center of Birmingham which came to call
1,
Bourneville. The opening of the Cadbury factory in a
garden also heralded a new era in industrial relations and
employee welfare with joint consultation being just one of the
introduced by the pioneering Cadbury Brothers.
1899 In this year the business private limited company Cadbury
Brothers Limited. Progress since the start of the century through the
inter war years onward ahs been rapid. Chocolate has moved being
a luxury item to well within the fnancial reach of everyone.
1905 Cadbury has many famous brands with one of major success
story being Cadburys Dairy Milk chocolate launched in 1905, today
Britains favorite modules chocolate bar.
Cadbury today is the market leader in the U.K chocolate
confectionary market, employing the most advanced processing
technology and management information and control techniques. The
company is the confectionary division of Cadbury Schweppes plc
which is major force in the confectionary and soft drinks
international market.
World - wide Cadbury is one of the pre eminent names in
confectionary with impressive range of famous brands.
Quality has been the focus of the Cadbury business from the very
beginning as generations have worked to produce chocolate with that
very special taste, smoothness and snap, so characteristics of
Cadburys chocolate.
1-
ORGANIZATIONAL STRUCTURE
1.
MANAGING
DIRE
CTO
GENERAL
MAN
AGE
VICE PRESIDENT
MARKETING MANUFACT
U
R
SALES FINANCE DISTRIBUTI
O
N
Design Development
Milk chocolate for eating was frst made by Cadbury in 1897 by
adding milk powder paste to the dark chocolate recipe of cocoa mass,
cocoa butter and sugar. By todays standards this chocolate was not
particularly good as it was very coarse and dry and was not sweet or
milky enough for public tastes.
At that time there was a great deal of competition in the U.K from
continental manufactures, not only the French with their fancy
chocolates but also from the Swiss, who were renowned for their milk
chocolate. Led by George Cadbury junior, the Bourneville experts set
out to meet the challenge. A considerable amount of time and money
was spent on research and new plant design to produce the new
chocolate in much large quantities.
A new recipe was formulated fresh milk and new production
processes were developed to produce milk chocolate not as merely
as good as but better than the imported milk chocolate.
Four years of hard work were invested in the project and in 1905
what was to be Cadburys top selling brand was launched. Three
names were considered Jersey Highland Milk and Dairy Maid. Dairy
Maid became Dairy Milk and Cadburys Dairy Milk with its unique
favor and smooth creamy texture was ready to challenge the Swiss
domination of the milk chocolate market.
By 1913 it had become the companys best selling line and in the
mid twenties Cadburys Dairy Milk gained its status as the brand
leader, a position that it has held ever since. Today more than 250
1/
million bars of Cadburys Dairy Milk are made every year
and sales reach over 100 million Pound in value.
While advertising and label design g-have changed with fashion and
considerable strides have been made in manufacturing technologies,
the recipe for Cadburys Dairy Milk its glass and a half of full cream
milk in every half pound produced is still basically the same as
when it was launched.
Cadburys Dairy Milk Story
Chocolate has been enjoyed by successive generation since the
manufacturing process was developed in the Victorian Times. Good
chocolates is an art form depending on recipe traditions, which have
grown over the years. Chocolatiers have use their skills to make
balanced recipe in which all the ingredients combine to produced
chocolate with all the characteristics that enable full delicious taste
to be enjoyed by the consumers.
By todays standards the frst chocolate for eating would have been
considered quite unpalatable. It was the introduction of the Van
Houten cocoa press from Holland that was the major break through
in the chocolate production as it provided extra cocoa butter needed
to make a smooth glossy chocolate.
Cadburys Milk Tray 1915
Milk Tray has maintained its popularity in the changing world since
the milk chocolate assortment made with the famous Cadburys
Dairy Milk chocolate was frst introduced in 1915.
The name tray derived from the way in which the original
assortment was delivered to the shops. Originally Milk Tray was
10
packed in fve and as half pound boxes, arranged on trays
from which it was sold loose o customers. The half pound
deep lidded box with the traditional purple background and gold
script was introduced in 1916, followed by one pound box in 1924.
With its stylish, without frills presentation Milk Tray was the
assortment for everyday, not just special occasion and it represented
the best buy in the chocolate for millions of people. The pack design
has been regularly updated and the assortment itself has changed in
line with consumers taste and preferences.
By the end mid thirties the Cadburys Milk Tray assortment
outsold all its competitions and today it is still one of the most
popular boxes of chocolates in this country.
Cadbury Schweppes
Cadbury Schweppes plc, a global beverage and confectionary giant
with annual sale of Rs 20,ooo crores, is the worlds number one non
cola soft drink company having bottling and partnership operations
in 14 countries and franchises of its brand in a further 86 countries
around the world. Its Hundred Percent subsidiary in India named
Cadbury Schweppes Beverage India (private) Limited (CSBIL) started
operation in March 1995. The frst brand was launched was crush
which was later followed by Canada Dry, Schweppes Tonic Water,
Schweppes Bitter Lemon.
11


CSBIL with its franchise agreement with 19 bottles throughout India
proposes to be a household name. It has a policy for FOBOs
(Franchise owned bottling operations unlike Coke and Pepsi which
prefer COBO,s (Company owned bottling operations). In FOBO the
beverages company only supplies the concentrate and the marketing
support to build brand equity. The other aspects like machinery,
bottling line, land and distribution is the responsibility of the bottler.
As its CEO Mr. Ashok Jain says, we are the software, they are the
hardware.
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PRODUCT PROFILE
CHOCOLATE & CONFECTIONARY
Dairy Milk
Fruit & Nut
Picnic

Perk
Gems
clairs

Nutties
Temptation
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FOOD DRINKS
Ovaltine
Drinking chocolate
Bournvita
Horlicks
,4
SWOT
Strength
1.Very strong brand equity in India.
2.Due to its 54 years presence in India has deep penetration
2100 distributors; 450,000 retailers, 60 mid urban (22%)
customers.
3.Three sectors; Chocs (70% share), Confec (4%), food drinks
(14% - leader in brown segment).
4.Low cost of production due to economic of scale. That
means higher profts and / or more co petitioners. Better
market penetration.
5.Second best manufacturing location throughout Cadbury
Schweppes.
Weakness
1.Poor technology in India compared to current international
technologies (Godiva, Mozart, Frazer, Dint, Naushans, etc...)
2.Ltd. Key products, only one central brand (CDM). Pralines
range totally wising in India.
3.Make in India tag once the economy opens up wore and
imports rush in.
,1
Opportunities
1.Tremendous scope for per capita consumption (160 gms of
8 10 kg)
2.Increasing per capita national income resulting in higher
disposable income.
3.Growing middle class and growing urban population.
4.Increasing gifts cultures.
5.Substitute to Mithais with higher calories/cholesterol.
6.Increasing departmental stores concept impulse @ at cash
counters.
1! Globalization: optimal use of global Cadbury Schweppes.
Threats
a)Major :-
None. Due to low cost and highest brand equity, it is today in India.
b)Minor :-
Globalization will being in better brands for upper end of the
market (Liest, Monarch, Godiva, etc).
,,
Conclusion:-
Will lose market share with globalization (a la Maruti) but will remain
brand leader.
Pest Analysis
P: since the budget range is decontrolled, no political efects are
envisaged.
E: 1) increasing per capita income resulting in higher
disposable income
2) Growing middle class/urban population increase in
demand
3) Low cost of production better penetration
,-
S: 1) Per capita consumption expected to increase
fashion
2) Increasing gifts culture increase in demand
3) Lower cholesterol than mithais (sweet meat)
substitute demand
T: Will have to reinforce technology to international levels
once India is a free economy
4 PS Of Marketing
PRODUCT
Satisfaction sufces. But delight dazzles the average company
will compete for customer by conforming to her expectation
consistently. But the winner will surpass them by constantly
exceeding her expectation, delivering to her door step additional
benefts which she would never have imagined possible. Cadburys
,.
ofer such product. The wide variety products ofered by the
company include:
I.Chocolate & Confectionary
1) Dairy Milk
2) Fruit & Nut
3) 5 Star
4) Break
5) Perk
6) Gems
7) Eclairs
8) Nutties
9) Temptation
10) Milk Treat
II.Beverages
III.Food Drinks
,/
1) Bournvita
2) Drinking chocolate
3) Cocoa
,0
Pricing
Make no mistake. Second P of marketing is not another name for
blindly lowering prices and relying on this strategy alone to increase
sales dramatically. The strategy used by Cadburys is for matching
the value that customer pays to buy the product with the expectation
they have about what the production is worth to them.
Cadburys has launched various products which cater to all
customer segments. So every customer segment has diferent price
expectation from the product. Therefore maximizing the returns
involves identifying right price level for each segment, and then
progressively moving through them.
Dairy Milk Rs. 15
Perk Rs. 10
5 Star Rs. 10
Friut and Nut Rs. 22
Gems Rs. 10
Break Rs. 5
Nutties Rs. 18
Bournvita (500 gm) Rs. 104
Drinking chocolate Rs. 50
Physical Distribution Place
,1
BRAND ISNT THE ONLY ANY MORE. Marketers and
fnance manager need a new term to evaluate their
business:
Distribution Equity. It takes much more time and efort to build,
but once built, distribution equity is much together to erode.
The fundamental axiom of Indian consumer market is this:
You can set up a state-of the-art manufacturing facility, hire the
hottest strategies on the block, swamp prime television with best
Ads, but the end of it all, you would be know of selling your products.
The cardinal task before the Indian market is managing is to shoe-
horn its product on retail shelves. Buyers are paying for distribution
equity not brand equity and market shares.
Why does the company need distribution equity more anything in
India? With technology and competitive pressure slash in it is
becoming increasing difcult
for marketers to retain a
unique product
diferentiation for ling period.
In a product and price parity
situation, the brand that
sells more is the one that
reaches the highest number of customers.
India 1 billion people, 155 million household has over 4 million
retail outlets in 5351 urban markets and 552725 villages, spread
cross 3.28 million sq. km. television has already primed and
,2
population for consumption, and the marketer who can get
to the to the consumer ahead of competition will give a hard
to overtake lead. But getting their means managing wildly
diferent terrains-climate, language, value system, life style,
transport and communication network. And your brand equity isnt
going to help when it comes to tackling these issues.
Own distribution network consist of clearing and forwarding (C&F)
agents & distribution stockiest. This network of distribution can
either contact wholesalers and which in turn retailers or the
distributors can contact to the retailers directly.
Once the stock product reaches retailers, the prospective customers
can have access to the product.
Cadburys distributes the product in the manner stated above.
Cadburys distribution network has expanded from 1990 distributors
last year to 2100 distributors and 4,50,000 retailers. Beside use of TI
tom improves logistics, Cadbury is also attempting to improve the
distribution quality. To address the issue of product stability, it has
installed visi colors at several outlets. This helps in maintaining
consumption in summer when sales usually drops due to the fact
that the heal efects product quality and thereby of takes.
Looking at the low penetration of the chocolate, a distribution
expansion would itself being incremental volume. The other reason is
arch rival Nestle reaches more than a million retailers.
This increase in distribution is going to be accompanied by reduction
in channel costs. Cadburys marketing costs, at 18% of total costs, is
much higher than Nestls 12% or even pure sugar confectionery
,3
major Parrys 11%. The company is looking to reduce this
parity level. At Cadbury, they believe that selling
confectionery is it like selling soft drinks.
-4
Promotion
If an advertisement is to communicate efectively, the receiver must
at least half want it to, and be prepared too take step toward the
sender. Efective advertising is rarely hectoring or loudly explicit. It
often both attracts and generates arm feelings. More often than not,
a successful campaign has a stronger element of the unexpected a
quality that good advertising shares with much worthwhile literature.
To penetrate into the inner recesses of her memory, communication
must frst ensure exposure, grab her attention evoke her
comprehension, grab her acceptance and then extract retention
competing with thousands of other units of communication trying to
do the same.
Finding showed that the adults felt too conscious to be seen
consuming a product actually meant for children. The strategic
response address the emotional appeal of the band to the child
within the adult. Naturally, that produced just the value vacuum
that Cadbury was looking to fll. Thereafter it was the job of the
advertising to communicate customer the wonderful feeling that he
could experience by re-discoursing the careful, unself conscious,
pleasure seeking child within himself a graft these feeling onto
the Ad campaign like Khane Walon Ko Khane Ka Bahana
Chahiye for CMD and Thodi Si Pet Pooja Kabhi Bhi Kahin
Bhi for Perk have been sure shot winner with the audience.
Whirl with the new launched temptations with the slogan Too To
Share the communication resolves around the reluctance of a
person whos got their hand on a bar of temptation to let anyone else
to have a bite. As well as outdoor and radio ads, ad agency contract
-1
has created communication for cinemas and even ATM
machines for the brand.
All ICICI s ATM a message fashes on the screen as soon as customer
insert his ATM card. It tells the customer that this would be good
time to get out of her temptation since he/she is bound to be alone.
Something familiar is planned for phone-book as well. In cinemas,
Cadbury has a message on-screen just before the lights are dimmed
to give them a chance to get their temptations. There will also be
after dinner sampling in restaurants to begin with, 30 catteries in
Mumbai have been selected.
The next round of activity will include the wafer-chocolate Perk and
the Picnic bar, which has faced problems with its taste, because of
the peanut it contains. Milk treat has also been launched in a
module bar form, just in time of Diwali gifting market. clairs has got
potential for much wide distribution, in a small sweets that airlines,
hostels, and up market retail outlet ofer to guest and customers.
Ad spend in 2000 was about 14% of sales and the management said
that plans to maintain as spend at this level in the current year also.
Ad since any discussion today would be incomplete without mention
e word, the management plans to tap this new channel of
marketing. Beside three company website (i.e. www.cadburyindia
.com, wwww.bourvita.com, www.cadburygift.com that the company
has launched, it had also entered into various marketing relationship
with other portals, specially targeted during festivals and events such
as Valentines day , etc.
Its a combination of spifng up its key brand, researching and
improving the newer products that havent taken of, supported with
-,
high ad spends that Cadbury hopes will see it emerges
stronger after the current slowdown, as well as expand the
market.
Positioning
In the 1970s consumers were ready to pay more for more, and
luxury goods fourished. In the 1980s, consumers began to demand
more for same, and the discounting era grew strong. Todays
consumer demanding more for less, and the winner will be that
super value marketers. Some of todays most successful companies
recognize those customers are more educated and able to recognize
true customer value
Positioning is simply concentrating on an idea or even a word
defnes that company in the mind of the consumer. It is more
efcient to market one successful concept to one large group of
people than 50 product or service ideas to 50 separate group
repositioning is a must when customer attitude have changed and
product have strayed away from the consumers long standing
perception of them
Cadburys is an anchor in sea of confectionary products. As a variety
of competitive claims assails her senses, today customer uses
complicated decision making process to assess the alternative before
making a purchase. Since Cadburys is more clearly associated with
a particular set of attributes in terms of benefts and prices, the
quicker becomes her search process.
Positioning of individual product:
--
1)CMD: is and always remain fagship brand. The
punch by the company for advertising this product
life. Real taste of Life, itself defnes the positioning of the
product. The chocolate is meant for all age groups. It
symbolizes fun, enjoyment, good items. It has goodness of
milk, taste and appetite appeal.
2)5 star: although positioned internationally as an energy bar, 5
star was positioned on an emotional platform in India during
the late 1980s. Symbolizing togetherness, 5 star was originally
targeted at teenagers. In June 1994, the company reworked the
strategy for 5 star to make it a source of energy. In fact, before
the launch of Perk, 5 stars energy bar positioning made it a
snacking chocolate.
3)clairs: competing in the chewable tofees segment. clairs
was re-launched during the mid-nineties with a new name,
Dairy Milk clairs.
4)Gems: broadcasting Gems, though, didnt prove to be feasible
proposition for Cadbury. Targeted at children under 12 years
with Gems
Bond
advertising.
Cadbury
decided to too
teenagers
with the
Smart Very Smart campaign. But now, the company is
retargeting children with its animated commercial. Gems are
the best brand to speak to children. Colorful chocolate buttons
-.
appeal most to children and that is why Cadbury is
re-targeting children.
5)Crackle: it was the frst Cadburys chocolate to have crunch in
it. It was targeted as a funky chocolate to add spark to life.
6)Perk: in September, 1995, Cadbury preempted the launch of
Nestls Kit-Kat by rushing a new brand, Perk into the market.
Positioned much further on the functional scale than 5 star,
Perk was meant to be light snack-product for subduing the
frst pangs of hunger.
7)Bournvita: positioned as tasty health drink. While its
competitors concentrated only on health aspect, Bournvita
combined the nutritious value with taste.
Cadburys Market Segment
Market place for any product is comprised of many diferent
segments of consumers, each with diferent needs and wants.
Markets segmentation can be defned in a number of ways such as:
Demographic variables (e.g. Consumers are groups, gender,
material states income etc)
The lifestyle of consumers (i.e. their interests and activities) the
benefts which consumers look for in a product or on the
occasions when the product might be consumed.
-/
Cadbury takes into account all these factors when
producing a range of products. It targets diferent
segments within the market, such as the.
Break segment products which are normally consume as a
snatched break and often with tea and cofee, for example
Cadburys Perk and snack range.
Impulse segment these products are often purchase on
impulse, eating these and then. They include product such as
Cadburys Dairy Milk.
Take home segment this describes product that are normally
purchased in supermarkets, taken home consumed at a later
stage.
The Real Taste of Rejuvenation
It was the market leader, but sales inched along. It focused frmly
on its target segment, but the real buyer lay beyond. For seven long
years, Cadburys Dairy Milk chocolate sufered stagnancy even as
other consumer products boomed. Just how did the company
-0
rejuvenate an old brand to create the marketing megs-hit of
the 199s?
It Stand First Among Second coming. And it wasnt so much a re-
launch as it was a process of rejuvenation. Over a period of 12
months, starting February, 1994, the Rs. 314 crore confectionery
makers Cadbury embarked on the most outrageous repositioning
exercise in the recent history of Indian marketing. For, it
systematically dismantled the franchise that the company had built
over 30 years of its fagship brand, Cadburys Dairy Milk (CDM)-
Cadburys Milk chocolate until 1986-destroying the very
fundamental of generic association that had made million of Indians
refer to a bar of a chocolate as a Cadbury.
More proof of the chocolate is in the eating: two years into process,
CDMs market share at 25%, with sale rising by an average 40% per
annum.
The Diagnosis
Today, The Real Taste of Life campaign, which served
Up chocolate in general, and COM in particular, into the
consciousness of adult, has already become a classic of advertising
and marketing. By 1993, Cadbury was desperately seeking growth
for the brand With a market share of 70%, trying to win away
customers from competitors in this stagnant market wouldnt help.
They had to fnd new customers, people whod never bought
chocolate before. Or, they had to increase consumption levels. The
-1
obvious solution, in a peculiar predicament. Despite low
penetration, both the brand and the category were
displaying symptoms of age: faltering growth, high recognition, and
lack of excitement. The market research revealed the cause of the
graying: chocolate wasnt a snack in India. In mature markets,
chocolate straddle a continuum, from boutique product packaged
raw indulgence to a casual food. So, Cadbury whipped up a
growth solution that involved associating the brand with snacking
and functionally, which inevitably go together with high consumption
rates in the Western markets.
The next step: identify the barriers preventing consumers from
chocolate as a snack. A battery of test, both quantitative and
qualitative, comparing chocolate consumption to a basket of
competitive products revealed an unmistakable answer.
-2
Cadburys Was Caught In Its Own Trap
How? The company had, over decades, created a context of chocolate
consumption that was now chocking growth possibilities. The
baggage of the past was so overpowering that people didnt get
infuenced by minor shifts in the message.
In fact, the behavioral and attitudinal patterns conveyed by the
communication to build the brand were proving restrictive. For,
Cadbury had, using the traditional demographic variables of age,
socio-economic groups, and usage intensity, positioned COM as a
product that elders typically, parents bought for children
typically, their own.
But admittedly enduring values of love and sharing, parental
afection, and reward that Cadbury had labored to associate with the
brand, which had helped it forge a relationship with customers, had
relegated it to being a special occasion item, ruling out increased
individual consumption. After all, special occasion item, ruling out
increased individual consumption. After all, special occasion were
meant to be a rare.
A typical Ad would show parents bringing home chocolate for their
child. It would never, ever, show the child, or the parent, buying it for
himself or herself. The punch line Sometimes Cadburys Can Say
It Better Than Words, and Nothing But The Best Will Do
reinforced the notion, with an unwelcome side efect: adults, as
research showed, felt distinctly guilty and embarrassed about eating
chocolate, whether alone or socially.
-3
Not only were adults not indulging in chocolates, but they
were also actively curtailing child consumption solution?
Forget children as the core consumer. Universalize the product,
targeting the parents.
The Tests
Despite the Need To Clear The residual memory of CDMs former
association, caution prevented a big break with the past, forcing
Cadbury to experiment with a combination of continuity and change.
The process entailed understanding the foundation of the brand,
since it was these that would support the new structure. Out went
the caring - and - sharing element, but the family context stayed.
Cadbury had two pillars, so it made sense to change one.
Chocolate should be eaten whenever you feel like. It was an impulse
item, so why shouldnt it be sold as one?. The frst of the two
commercial focused on functionality, purging the emotional element.
Is the storyline, The father watches TV, engrossed, gnawing away at a
bar of CDM. The children enter, followed by the mother-but, by that
time, the father has completed the distinctly un paternal act of
devouring the entire bar. The children are shocked, where upon the
produces another bar for them-only to eat that up too. Finally, the
mother brings another bar out of her bag. The last shot more CDM
bars strew around casually.
The second commercial conveyed the same message, depicting four
member of a family doing their own thing on a Sunday afternoon,
each casually munching away on chocolates. The less than subtle
.4
message: eating chocolates just an everyday afair, without
special occasion or relationship coming into play. Despite
their strategic intent, both ads failed on pre airing tests.
Why for stators, children were outraged at the idea of a parent
consuming chocolate, while adults were down right angry at the
notion of the father depriving his children of chocolate bar. Just as
important, consumer rejected the idea that chocolate-eating could be
equated with mechanical activities like combing ones hair. After all,
chocolates were about feelings. There had to be magic, romance, love
and emotion. These elements had been ripped away from the
advertising. It was sans emotion.
Parent Are Diferent From Adults
Even as the ad failed, however, they generated a valuable byproduct,
in the form of a new insight, into adult behavior. Using transactional
analysis on response, Cadburys found that adult as parents behave
very diferently from adults as adults. People forbid their children
from having chips, but gorge themselves. The implication:-
The moment the adult was shown in the context of his role as a
parent, all his cognitive preconception about the product would come
to the fore. Hed think about the reasons why, and the block would
automatically come up. Tap child-ego state within the adult,
stimulating desire, spontaneity, and the craving for instant
gratifcation.
The Prescription
The crucial question that Cadbury was confronted with: what
strategy should it deploy to rejuvenate COM in a way that would
.1
appeal to the child lurking within the adult? To inject a
modern favor into COM, they chose to create a new brand
identity, borrowing a leaf from marketing guru David Aaker, who
decrees that brand identity should establish a relationship between
the brand and the customer by generating value proposition
involving functional, emotional, or self-expressive benefts.
The Ads Had To Be Linkable
The consumer will always tell what his current belief system is, not
what it should be Cadburys job to mould has habits and behavior in
a way that would increase consumption for product and brand.
Impulse Drives Chocolate Sales
One of the tools Cadburys used was Jean Neal Kapferers Brand
Prism model to examine whether contemporary value systems ofered
a peg on which the brand could be judge. The study disclosed,
interlaid, a distinct shift from collectivism to individualism, with the
pre 1990s sacrosanct values of flial and family love being
overshadowed by the manifestation of a larger need for self
expression. There was a defnite yearning to be free child. Therein
lay the opportunity for both unshackling consumption and creating
all-new association for CDM.
The Elixir
.,
Having decided to barter the distinctly use selfsh values of
sharing and caring for the suspiciously self-centered one of
self-expression, Cadburys people insisted that the rejuvenate be
enriched with compensation and equally enduring positive values:
universal truths, enduring human values, and universal moment of
joy. To translate the brief into the commercial, they decide to simply
portray occasion of childlike-but not childish-behavior from adults,
without explicitly identifying adults as the target customer.
They left the connection to be made by the customer In the
process they were able to get viewer involvement and high levels of
empathy. Nowhere did they actually say, youre an adult, you can eat
it. Because nobody wants to be told. Thus it was that, the montage
of the child in the man-the old man kicking the football; the
pregnant woman carving a chocolate; young girl breaking into a
spirit; the
young man tossing a bar of chocolate at his sweet-heart departing in
a bus-was created.
That the consumption had to be liked before it could penetrate the
cultural resistance to chocolate consumption by adults was obvious.
Taking a contrition stance, Cadbury decided to test the commercial
being devised by O&Ms creative team not for the tire battery of
likeability, comprehension, credibility and behavior modifcation
but only for the frst two. If asked upfront, the consumer was hardly
likely to consider the dramatically-diferent idea credible. Nor was
there much chance of her announcing an immediate change in
behavior. But why likeability and comprehension? Simple: the frst
.-
was meant to be the vehicle on which the daring idea-that
adults should enjoy chocolate-would ride into the
consumers psyche.
In other words, the commercial was meant to make him smile at
frst-and only then realize the import once of the message, which is
where the comprehension had to be tested. What was clear in this
case was that likeability would have to include identifcation and
feeling warmth.
..
Thodi Se Pet Puja, Khabi Bhi Kahin Bhi! Thodi Se Pet Puja, Khabi Bhi Kahin Bhi!
The Real Taste of Life Campaign
The very frst ad in the campaign in 94 was block Buster. It
depicted the essence of one and a half glass of milk pouring in to a
boy Dairy Milk unique glass and half in to a chunk icon shows the
glass and a half of full cream milk fowing in to the chunk of dairy
milk conveying the deliciousness and taste appeal of the gooey,
creamy, smooth chocolate inside the pack that children like. The
mnemonic of 1 glass reached to consumer through every
magazines, poster, T.V, newspaper.
The second ad was montage of vignettes from every day lives of young
and old which focused on showing a series of emotions. The ad
created a being out the child in the man created to bring out the
./
child in the. The old man kicking the football, the pregnant
women craving chocolate, young girls breaking into a spirit,
the young man tossing a bar chocolate at his sweet heart departing
into a bus. The common refrain linking them was the adult in a free
child mode spottiness, impulsive and carefree.
The ad was protested among adults trough focus groups. The ad
received an overwhelming response. It was high on likeability, evoked
a great degree of empathy and identifcation consumers response
were those me Feel like that.. Every feels like this..
Brand usage was perceived to cut across all age groups and
accessions. Consumers described dairy milk as of all ages
Eat, when ever you feel like ityou do not have to wait for an
occasion.
Dairy Milk had successfully enabled the free child in the consumer
subsequent adverting used the same communication strategy.
.0
Kya Swaad Hai Zindagi Ka! Kya Swaad Hai Zindagi Ka!
The next ad featured an on going match in the feld. Think of a
match India batting against Pakistan. The score, 6 runs to win with 1
ball left and India wins the match. The ad shows a girl dancing with
jubilation on the cricket feld when her hubby hits the winning
.1
stroke. The award winning campaign, designed by Ogilvy
and matter, were intended to rid the Indian chocolates eater
of that guilt complex. The advertisement suggested, through not in so
many words, that it was ok to be seen including in a chocolate in
public.
You could relate the sweetness of success of chocolate. The ad draws
attention to the actual eats experience.
The fourth in this series was the girl with on her hands. The ad
focused on showing how the girl relishes the Dairy Milk when she
has mehandi on her hands. The idea behind this advertisement was
to show the nature of chocolate as an impulse driven product. Post
campaign saw a great turn around. Dairy Milk transformed in to a
young full brand full of zest. It came to be recognized as an
expression of spontaneity and in pulse. The campaign succeeded I
softening attitude towards chocolate and lifting then out of the ream
of kiddies / special occasion only. It embraced a wide range emotion
all build around them that chocolate means diferent things to
diferent people at diferent times, but most importantly chocolate is
Cadbury.
The New Campaign
And fnally, with the launch of the new colloquial advertising
campaign Khaannein Wallon Khaannein Ka Bahana Chahiya
featuring MTV VJ Cyrus Broacha, Cadbury India aimed to
substantially increase penetration level of the chocolate category in
the next few years.
.2
The new campaign is worth noting as it clearly difer from the earlier
one in terms of rectifying the consumer perception about chocolate
being an up market impulse driven product. The attempt now is to
change the image, to make chocolate eating a regular habit.
The current estimated penetration level of the chocolate category is
19% in the urban market. The objective behind tne new
communication on Cadbury Dairy Milk is to make the chocolate
category more socially and culturally relevant and drive penetration
in the process.
The new campaign has been launched in tandem with the old ar@@
Winning Kuch Khass Hai campaign and the media strategy is to let
the two co exist towards a common vision providing a Cadbury in
every pocket.
.3

Thodi Se Pet Puja, Khabi Bhi, Kahin Bhi! Thodi Se Pet Puja, Khabi Bhi, Kahin Bhi!
/4
Chocolate Market Share
The Indian chocolate market is getting bigger and better. While on
one hand, the premium segment (composing imported varieties) is
opening up on the other, companies like Cadbury India are
launching indigenous product made to international standards. Of
the 20,000 tonne chocolate market worth about
Rs. 400 crore, Cadbury account for about 70% followed by Nestle,
with a share of around 20%. Amul has about 5% of the market, with
minor player taking the rest. The battle, though, is between Cadbury
and Nestle. Though with a much smaller portfolio, Nestle is putting
up a tough fght.
From a treat for kids, chocolate are now being positioned near meal
substitutes, thanks to the initiative taken by the Cadbury India
during early nineties. The market itself has become more broad
based, in the sense adults are an important target segment now. The
reposting of Cadburys Dairy Milk in 1994 as the real taste of life
(through the Slice of Life and Cricket commercial by Ogilvy and
Mather) grew the entire milk chocolate by 20%, and gave the
Cadburys range 5 Star, Gems, clairs, Fruit & Nut, Crackle,
/1
Nutties, Butterscotch & Tifns a new lease of life. In other
words, it facilitated the repositioning of Cadburys sub
brands in the basket. Some o the strategic clicked, while other did
not quite take of.
The company is pushing the gifting segment, through occasion
linked gifts. Chocolates contribute to 64% of Cadburys turnover.
Confectionary sales accounting for 12% of turnover is contributed
largely by clairs. The company attempted expanding its
confectionary product portfolio, with launch of sugar based
confectionary goodly and fruits, without much success. Cadbury also
has a strong brand vita in the malted health drink category which
account for 24% of turnover.
There exists an even larger unorganized market in the confectionary
segment. Cadbury has 4% of the market share in this segment.
Leading national players are nutrine, Parys Ravalgoan, Candico,
Parle, Joyoco India and Perfetti, the MNCs such as Joyco and Perfetti
have aggressively expanded their presence in the country in the last
few years.
Malted food drinks category consists of white drink and down drink.
White drinks accounts for almost two third market of the 82,000 for
market south and east are large market for drinks, accounting for
largest proportion of all Indias sale. Cadburys Bourn Vita is leader
in the down drink coca based segment in the white drink segment
Smith Klines Horlicks in the Nestle Milo , GCMMF nitramul and
other Smith Kline brand Boost, Maltova and Viva Cadbury bold 14%
market share in food drinks segment.
/,
Despite tough market condition and increased competition
Cadbury managed to record a double digit (11%) top line
growth in 2000. The company achieved a volume growth of 5.2%.
This was achieved through innovative marketing strategies and
focused advertising campaign foe fagship brand Dairy Milk. Net
proft rose sharply by 41.8% to Rs. 520 million. Reduced material
and energy cost and tioter control over working capital over working
capital and capital expenditure enabled the company to improve the
proftability.
Company added 8 million new consumers and saw its outlets grow to
4.5 lakhs and consumer to 60 million.In the food segment, Britannia
is the leader brand with 21% among those who expressed an opinion
saying that they like advertising for the brand Cadbury was clearly
No.2 with 18% to which CDM throw in its weight with 13% and pork
with 4%. For the Chowlate company, Khane Walo Lo, Khane Ka
Bhanna and the Karwa Cauth, Sports are clear winners.
Tied for the brand place are Amul, Parle and south based Arun Le
Gram with 5% each. Disappointment among bid brands Kissan and
Maggi and Kwality Walls (1%) each.
/-
Cadburys Temptation
/.
Cadburys Health Drink
Cadburys Creamy Bar
//
Cadburys fruits and nuts
Cadburys Fruit & Nut
New Launch
Cadbury target kids with Milk Treat: - It is a product that talks
directly to the target consumer. The
product benefts have been defned
as The goodness of milk to the fun
of chocolate. it combines both good
health, multinational value of milk
along with the values of fun and
excitement. The kinds formally associate with Cadbury chocolate
ofering.
Temptation :- It is aimed at the niche international chocolate
segment of the chocolate market a
segment how upgrade from brands
such as Cadburys to premium
international ofering such as
Tolerance, Lindit and Hersheys.
Roughly 5%of the total domestic
consumption expected to grow to some
10%. This segment is too good to miss
out on. The
Previous
/0
Cadburys range available in India did not ofer consumer
an option to upgrade to international chocolate within the
Cadburys fold. Temptation is an attempt to lug niche, priced Rs. 30.

Future Strategy
In the branded impulse market, the share of chocolate in 6.6% and
Cadburys share in the impulse segment is 4.8% factor like changing
attitude, higher disposable income, a large youth population, and low
penetration of chocolate (22% of urban population) point towards a
big opportunity of increasing the share of chocolate in the branded
impulse among the costly alternative in the branded impulse market.
It appears that company is likely to play the value game to expand
the market encouraged by the recent success of its low priced value
for many packs.
Various measures are undertaken in all areas of operation to create
value for the future.
New channel of marketing such as gifting and child connectivity and
low end value for money product for expanding the consumer base
have been identifed.
In terms of manufacturing management focus is on optimizing
manufacturing efciencies and creating a world class manufacturing
location for CDM and clairs. The company is today the second best
manufacturing location of Cadburys Schweppes in the world.
/1
Efcient sourcing of key raw material i.e. coca through
forward purchase of imports, higher local consumption by
entering long term contract with farmer and undertaking eforts in
expanding local coca area developing. The initiatives in the terms of
development a long term domestic coca a sourcing base would feld
maximum gains when commodity prices start moving up.
Use of it to improve logistic and distribution
competitiveness
Utilizing mass media to create and maintain brands.
Expand the consumer base. The company has added 8
million new consumer in the current year and how has
consumer base of 60 million although the growth in
absolute numbers is lower than targeted, the company has
been able to increase the width of its consumer base
through launch of low priced products.
Improving distribution quality by addressing issues of
product stability by installation of visi coolers at several
outlets. This would be really efective in maintaining
consumption in summer, when sales usually dip due to
the fact that the heat efects product quality and thereby
consumption.
The above are some steps being taken internally to improve
future operation and proftability. At the same time the
management is also aware of external changes taking
place in the competitive environment and is taking steps to
/2
remain competitive in the future environment of
free imports, lower barrier to trade and the
advent of all global players in to the country. The
management is not unduly concerned about the huge
deluge of imported chocolate brands in the market place.
It is of the view that size of this imported premium market is look
small to threaten its own volumes or sales in fact, the company looks
at the tree important as an opportunity, where it could optimally use
the global Cadbury Schweppes portfolio. The company would be able
to not only provide greater variety, but it would also be more cost
efective to test market new product as well as improve speed of
response to change in consumer preference through imports. The
only concerns that the company has in this regard is the current
high level of duties, which limit the opportunity to launch value for
money products.
Changing Product Mix
Contributing to
turnover 1994
Contributing to
turnover 2000
Chocolate 59% 64%
Sugar Confecting 9% 12%
Food Drink 32% 24%
Current Market Share
/3
Chocolate 69.2%
Sugar Confectionary 4.0%
Food Drink 14.2%
Expanding Distribution Reach
2001 + Distribution
450000 Retail Outlet
60 Million Consumers
RECOMMENDATIONS
Maintain dominance in chocolate, confectionery and market
leadership in blown drinks.
New channels such as gifting, child connectivity and value for
money ofering to be the key growth drives.
Grow volume sales at least 20% p.a. over the next years.
Achieve the goal of best manufacturing location in Cadbury
Schweppes world for Dairy Milk and clairs.
One new major product launch every year.
04
The Cadbury Story
Cadburys success story
In 1984, John Cadbury founded U.K. company with one aim:- to
create the highest quality chocolate. By1969, when Cadbury merged
with the soft drink giant. Schweppes, Cadbury brands were already
famous all around world.
Today Cadburys production are enjoyed in 120 countries, with 40
chocolate confectionary brands, Cadbury dominated markets as far
as the U.K. and Australia thats why Cadbury have been dubbed The
worlds BACHELOR chocolate makers.
The secret of Cadburys success
What is the secret of Cadburys continuing success frst theres the
careful selection of the fnest coca beans from west Africa, as well as
tasty hazel nuts from Turkey and the fne sheet and choicest natural
ingredient available to us anywhere.
01
Finally theres skillful marketing Cadbury always takes
extreme care in selecting and marketing the right range of
product in every cause.
The right product, the right partners, the right marketing, the
promotional back up and the right employees. These are the ingredients
in Cadburys latest recipes for success.
Right from the stand Cadbury Dairy Milk Chocolate success has
been based on 4 factors:-
Quality
Value for money
Advertising
0,

Case Study
Prior to deciding on the communication strategy for Cadbury Dairy
Milk it was important to understand the habits and mindset towards
chocolates. A large scale usage and attitude study was conducted
among adults. The research revealed that:
Adults were primarily purchasers, and not consumers of chocolates.
However, as for most childrens product, they exercised a strong
infuence on the childrens consumption behavior. Adults acted as
gatekeepers of sorts when it came to food items. Considering the
advertising history, it came as no surprise that chocolate were
perceived as kiddy product and certainly not part of the repertoire
for products consumed socially. Chocolate consumption among
adults evoked feeling of self indulgence and guilt.
Chocolates seemed to ofer virtually no signifcant positive and
certainly no overt psychogenic benefts. Food and nutritive values
associated with chocolates were low. And, in fact they were
categorized as a hazard, being responsible for obesity, dental and
respiratory problems.
Brands images were undiferentiated and the category had low
saliency, can do without.
0-
Purchase was almost always planned and triggered by
motives ranging from celebration,
bribing and reward to gifting. For an
impulse product category such as
chocolates, this was likely to limit
market growth. This conditioning and
social learning about chocolates was
restricting consumption among adults
as well as driving them to restrict
childrens consumption.
There was evidence to suggest the
need for shifting focus from child as
chocolates consumers to adults
communication, hitherto, had always
addressed adults as purchasers rather
than consumers. Communication had positioned chocolates for
specifc situations, thus imposing boundaries for the growth of the
market. Emphasis on casual everyday situation could help promote
core consumption opportunities.
For low involvement product categories like chocolates which ofer
emotional and sensory benefts, it is suggested that communication
is most efective with repeated likeable ads promising unique and
authentic emotional beneft a shift from portraying everyday
moments as an opposed to special ones.
The radical change however was focus on bringing out the
spontaneity in adults. And, fnally CDM a symbol of manipulation
was henceforth to symbolize fun, enjoyment and good times.
0.
The mnemonic of a glass and half milk was to reinforce the
goodness of milk and cue physiological benefts.
The only variation was in the Rituals, where communication had
shifted from, and special occasion to every moment. A strong volume
growth was witnessed in the early 90s when Cadbury, repositioned
chocolates from children to adult consumption. The biggest
opportunity is likely to stem from increasing the consumer base.
0/
Nutties

Roast Almond
00
Picnic
01
The Outlook
The Cadbury management has cut down on its growth target by
setting a 10% average volume target for next 3 years (as against
previous growth) coupled with in factionary price increases, this
could translate into top line growth of 14 15%. This target also
appears difcult to achieve given the consumer slowdown and the
fact that the companys consumer slow down and the fact that
company is dependent on a single category chocolates to drive
growth. Efect it expanding confection any portfolio have also not
yielded desired results. The management has declared its intention
to focus only in clairs (which forms a major position of its 4% share
in the confectionary segment) for the time being in this category.
In chocolates too ones remain on the 2-3 key brands as CDM, perk in
E claims which have supported growth in the past. While new
launched such as milk @ and Perk slims have been doing will, the
management expects that dairy milk would continue to be the
central driving force in Cadburys growth and that all other brands
would remain peripheral to this central brand.
02
Few Concerns Come To Mind
With a market share of 70% in the chocolate category and with the
free availability of international brands that you see in the market
today, it is only natural that Cadburys market share will move down
from here marinating a 70% market share in a closed environment
may have been easy, but it certainly wont be easy in liberalized
environment of free imports. And whatever be the anomalies of
taxation or low, the consumer is surely going to have a wider choice.
And it is going to be shared with other brands too in future. There is
additional challenge of Cadburys brand just aiming market share
when the consumer has a wide portfolio of brand to choose from.
While there would be new chocolates launch towards the end of the
year, the company has ruled out a real big chocolates launch in the
current year. And it is too early yet to comment on the long term
response to the new launch temptations. They say chocolates are
mostly am impulse purchase. Therefore consumer would prefer
smaller, low cost packs to bigger higher priced ones.
The growth trend of the brands therefore clearly indicates that the
only brand that has grown is the one that gas received tremendous
marketing and advertising support Dairy Milk withdraw support for
any brand and growth loses momentum. In such scenario, for how
long and how many brands can the company continuously support?
03
POSITION OF THE VARIOUS BRANDS IN
THE MARKET HAS BEEN LISTED BELOW
Cadburys
brands
Positioning Nestles
brands
Positioning
Cadbury
Dairy Milk
Fruit n Nut
Creamy bar
Roast
Almond
Crackle
Bournvita
The Real
Taste of Life
Position as
adults as an
impulse any
time
purchase
self
expression
values
attached
Classic Milk
Chocolate
Bar One
Positioned as an
afordable
enriched milk
chocolate
Positioned as
Trendy, Cool,
any time snack.
5 Star /
Perk/Break
14
DATA ANALYSIS AND
FINDINGS
Data was tabulated manually and was also analysed
manually. Excel was used to make graphs had pie
charts.
Main technique used were :
Modal value was used to analyse the questions, which
has 2 or more choices as their answers.
Simple average were used to get answer to questions
11
FINDINGS AND SURVEY
1. Do you eat coco!ate"#
$. %&c '(a)* o+ coco!ate" *o you u"e#
,. %e(e *o you 'uy coco!ate" +(o-#
1,
Yes
.34
N$
,24
,/
35
3/
-5
5
05
.5
-5
25
/5
35
,5
65
C'!7ury8s Nest*e A&u* Ot"ers
Ot"ers
34
M$vie H'**s
0,4
Rest'ur'nts
054
Ret'i* st$res
-/4
Su#er st$res
-.4
.. A(e you a/a(e o+ a)y ca-0a&1) o+ te a'o2e '(a)*"#
1-
Yes
234
N$
/24
.! %&c Ca*'u(y3" 0(o*uct *o you u"ua!!y 0(e+e( o( u"e#
4. Do you t&)5 Ca*'u(y3" coco!ate &" ea"&!y a2a&!a'!e &) -a(5et #
1.
65
,5
.2
-/
25
5
.5
25
35
65
D'iry Mi*9 Fruit : Nut Te&#t'ti$n
N$
;4
Yes
;04
CONCLUSION
This company project has demonstrated CADBURYS
MARKETING AND COMPETITIVE STRATEGIES that has
proved to be extensive through, and of great beneft to the
company in furthering its competitive advantage.
In this project it is possible to see the success of Cadburys
in its indorse its strong potential to continue to do well.
1/
Bibliography
A L Ries (1996), Focus Harper Collins Publishers Ltd.
David A. Aaker (1991), Managing Brand Equity, The
Free Press.
David A. Aaker (1996) Building Strong Brands, The Free
Press.
Philip Kotler (Eighth Edition) Marketing Management,
Prentice Hall of India Ltd.
Advertising and marketing Magazine
The Economic Times Brand Equity
Company Literature
Market survey and questionnaires
Web site: www.cadburyindia.com
Web site: www.Cadbury.uk.com
Business World
Business Today
10
6UESTIONNAIRE
1! 5o you eat chocolates6
7es 8o
,! 9hich brand of chocolates do you use6
Cadbury:s
8estle
&mul
%thers
-! 9here do you buy chocolates from6
Super stores
;etail Stores
;estaurants
Mo'ie <alls
%thers
.! &re you aare of any campaign of the abo'e brands6
7es 8o
/! 9hich Cadbury:s product do you usually prefer or use6
5airy Milk / Star
=ruit > 8ut )erk
Temptation
11
0! 5o you think Cadbury:s chocolate is easily a'ailable in market 6
7es 8o
1! 5escribe Cadbury:s Chocolate in one ord6
??????????????????????????????????????????????????????
2! 7our comments on Cadbury:s products6
??????????????????????????????????????????????????????
12