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“AN ANALYSIS OF BRAND
POSITIONING OF
CADBURY INDIA LTD.”
2
“A PROJECT REPORT”
ON
AN ANALYSIS ON BRAND POSITIONING OF
CADBURY INDIA LTD
Submitted by
VESHANK KAMLE
ROLL NO- 33918017...
3
DECLARATION
I am Veshank Kamle here by declared that project entitled
“AN ANALYSIS OF BRAND POSITIONING OF CADBURY INDIA...
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  1. 1. 1 “AN ANALYSIS OF BRAND POSITIONING OF CADBURY INDIA LTD.”
  2. 2. 2 “A PROJECT REPORT” ON AN ANALYSIS ON BRAND POSITIONING OF CADBURY INDIA LTD Submitted by VESHANK KAMLE ROLL NO- 33918017102 Under the supervision of Mr. Sandeep Jashwant (HOD) Shri Shankaracharya Mahavidyalaya Junwani Bhilai Department of Management BBA - Sixth Semester HEMCHAND YADAV VISHVAVIDHYALAYA, DURG UNIVERSITY BHILAI Session 2020-21
  3. 3. 3 DECLARATION I am Veshank Kamle here by declared that project entitled “AN ANALYSIS OF BRAND POSITIONING OF CADBURY INDIA LIMITED” Management submitted to “Hemchand Yadav Vishwavidyalaya, Durg” in partial fulfilment of requirement for the degree of Bachelor of Business Administration under the guidance of Professor Mr. Sandeep Jaswant Veshank Kamle ROLL NO- 33918017102 BBA - 6th Semester Shri Shankaracharya Mahavidyalaya, Junwani Bhilai
  4. 4. 4 ACKNOWLEDGMENT I sincere than providing me with adequate knowledge to take on this multiplex but interesting task. I am grateful towards the management of Shri Shankaracharya Mahavidyalaya for providing me this opportunity to carry out analysis of one of its ambitious projects. I would give my sincere thanks to Professor Mr. Sandeep Jaswant, who have been extremely helpful and co- operative to share with me information and time which I gratitude and sincere thanks to Dr. Raksha Singh Mam (PRINCIPAL) for this kind co- operation and help during this progress of the project. I also pay my appreciation and sincere to my classmates and friends in developing project and to people who have willingly helped me out with their abilities. Thank You Veshank Kamle Roll No- 33918017102
  5. 5. 5 CERTIFICATE This is to certify that, Mr. Veshank Kamle, a student of Under Graduate Degree in BBA (2018- 2021), Shri Shankaracharya Mahavidyalaya, Junwani Bhilai has worked under the able guidance and supervision of professor Mr. Sandeep Jaswant has successfully completed the project report on the topic of AN ANALYSIS OF BRAND POSITIONING OF CADBURY INDIA LIMITED. The performance of the candidate during the project research and analysis is sincere and dedicated. Name & Signature of Internal Examiner Name & Signature of External Examiner
  6. 6. 6 PREFACE Itisgreatopportunity formetohavetheundergraduatedegreeprogramof“BACHELOR OF BUSINESS ADMINISTRATION” from “SHRI SHANKARACHARYA MAHAVIDHYALAYA”. Inthe accomplishment of this degree. I am submitting a project report on ““AN ANALYSIS OF BRAND POSITIONING of CADBURY INDIA LTD.”. Subject to the limitations of time efforts and resources every possible attempt has been made to study the problem deeply. The whole project is measured through the questionnaire, the data further analysed and interpreted and the result was obtained.
  7. 7. 7 CONTENT S.NO Topic Page no. 1. Declaration 3 2. Acknowledgment 4 3. Certificate 5 4. Preface 6 5. Chapter – 1 • Introduction • Objective of Study • Scope of Study • Managerial usefulness of Study 9-11 6. Chapter – 2 • About the Industry Profile • Mission Statemen t • Competitors situation and SWOT Analysis • Marketin g Objective • Marketin g Strategy • Inside Cadbury Industry 12-18 7. Chapter – 3 • About Company • History of Compan y • Studying 19-25
  8. 8. 8 Variants of Cadbury 8. Chapter – 4 Brand and Brand Positioning • What is Brand? 26-28
  9. 9. 9 • What is Branding ? • What is Brand Positioning? 9. Chapter – 5 • Significance of Cadbury • Vision of Cadbur y • Challenges of Organisatio n • Marketin g Approach • Brand Advertisemen t • Distributio n Strategy • Brand equity in Marketing Strategy of Cadbury 29-35 10. Chapter – 6 Literature Review 36 11. Chapter – 7 Research Methodology 37-38 12. Chapter – 8 Data Analysis and Interpretation 39-48 13. Chapter – 9 Limitations of Study 49 14. Chapter – 10 Suggestions 50 15. Chapter – 11 Conclusion 51
  10. 10. 10 16. Bibliography 52 17. Questionnaire 53-54
  11. 11. 11 CHAPTER -1 INTRODUCTION Introduction towards Project Report: This project discusses the " AN ANALYSIS OF BRAND POSITIONING of CADBURY INDIA LTD.". The project will help in understanding the brand positioning of different variants produced and marketed by Cadbury India limited. Cadbury India Limited is a subsidiary of Krafts Group, is the second largest confectionery brand in the world after Mars. Cadbury is internationally headquartered in Uxbridge, west London, and operates in more than 50 countries worldwide. It is known for its Dairy Milk chocolate, the Creme Egg and Roses selection box, and many other confectionery products. One of the best-known British brands, in 2013 The Daily Telegraph named Cadbury among Britain's most successful exports. Cadbury was established in Birmingham, England in 1824, by John Cadbury who sold tea, coffee and drinking chocolate. Two pillars - strong brand equity and a wide distribution network, characterize the fast- moving consumer goods business. Brand equities are built over a period of time by technological innovations, consistent high quality, aggressive advertisement and marketing. Availability near the consumer through a wide distribution network is another crucial success factor, as products are of small value, frequently purchased daily use items. Cadbury is strong on both these fronts with its own brands. Competitive Position: Cadbury is the market leader in the Chocolate and Biscuit industry. Nestle is a close competitor in chocolates and has been slowly gaining ground in Biscuits too. The other significant competitor in is Amul. Despite being the native brand in this segment, has been unable to achieve a critical mass in India due to limited counter approach. In biscuit and Cookies segment, Cadbury has emerged as a strong player, giving stiff competition to the market leaders Parle & Britannia.
  12. 12. 12 OBJECTIVE OF STUDY ➢ To see the awareness level of the consumer in references to Chocolate market. ➢ To find out brand and colour and variant preference among surveyed consumer. ➢ 3. What are the additional features required their brand and their loyalty. ➢ 4. To know the reason for a switch over from one brand to another. ➢ 5. To study the influence of various sources of information on consumers buying behaviour. SCOPE OF THE STUDY 1. Marketing research has its importance not only for consumers market but also it surveys effectively to the producer of goods and services. The use of marketing research in consumer market may be explained on the basis of following services rendered by it. 2. It ascertains the position of a company in specified Industry. 3. It indicates the present, future trend of Industry and point out how the company’s affairs are being turned up. 4. It helps in development and introduction of new produce.
  13. 13. 13 MANAGERIAL USEFULNESS OF THE STUDY 1. Cadbury has begun recruiting management graduates in India to serve its global operations. 2. Factors for success: extensive distribution network, strong brands, customization to Indian market. 3. For Cadbury, India is: huge potential market, source of managerial talent. 4. Future plans, India: To explore larger portfolio or growth. To look for opportunities in SAARC region.
  14. 14. 14 CHAPTER – 2 ABOUT THE INDUSTY PROFILE CONFECTIONERY INDUSTRY OF CADBURY Cadbury is a leading global confectionery company with an outstanding portfolio of chocolate, gum and candy brands. The company employs around 50,000 people and has direct operations over 60 countries, selling their products in almost every country around world. The company creates brands people love, brands like Cadbury, Trident and halls. The company heritage starts back in 1824 when John Cadbury opened shop in Birmingham selling coca and chocolates. Since the Cadbury have expanded the business throughout the world by a program of organic and acquisition leg growth. On 7th May2008, THE separation of Cadbury confectionery and Americas Beverages business was completed cresting Cadbury plc with a vision to be the worlds Biggest and Best confectionerycompany. MISSION STATEMENT “Cadbury means quality” this is the company promise. The company reputation is built upon quality; the company commitment to continuous improvement will ensure that the company promise is delivered. Cadbury has established itself as a company of fairness and integrity, which always attempts to operate as a socially responsible business. Performance Cadbury is passionate about winning. The company competes in a tough but fair way. The company is striving, hardworking and makes the most of the abilities. The company is prepared to take risks and act with speed. Quality Cadbury put quality and safety at the heart of all of the activities such as product, people, partnerships and performance. Respect Cadbury genuinely care for the business and the colleagues which like listen, understand and respond. The company is open, friendly and welcoming. The company embraces new ideas and diverse customs and cultures.
  15. 15. 15 Integrity Cadbury always strive to do the right thing. The company does the business with honesty; openness and being straight forward characterize the way. Responsibility Cadbury take accountability for the social, economic and environmental impact. In this way the company aims to make the business, partners and communities better for the future. Cadbury Business Principles are the code of conduct of the company and also take account of global and local cultural and legal standards. They confirm the company commitment to the highest standards of ethics and business conduct. The core purpose of the company is creating brands people love. The core purpose captures the spirit of what the company is trying to achieve as a business. Market Share By participant, the market is relatively fragmented, with the five largest confectionery companies accounting for around 40% of the market. There are a large number of companies which participate in the markets only a regional or local basis. Cadbury compete against multinational, regional and national companies. The graph shows that Cadbury is the second highest of the total confectionery in the market share. Halls is the largest brands in candy of Cadbury. Cadbury have number one and number two confectionery market position in 20 of the world’s 50 largest confectionerymarketsby retail sales value. Financial statement The graph shows the financial situation of Cadbury from 2006 to 2009. As we can see in the graph, the revenue is reached 5975 million is year 2009 which is slightly increase about 5% from year 2008. In operating income, year 2009 is the highest compare to previous year which is 507 million. Last but not least, year 2009 having 9% of the operating margin which is slightly increase from year 2008. As a conclusion, in year 2009, the performance is pretty well comparing to the previous year due to there a keep increases since year 2006 to 2009. Political Thepoliticaldealswithgovernmentinfluence.ThemainlawsthatwillaffectCadbury’sare the consumer protection law. These are the laws and the recent changes in food labelling. The food labelling shouldn’t be too influence as Cadbury’s has label all their goods properly to begin with. Change in manufacturing law will also greatly influence Cadbury’s as the company may have to change the way to product the cereal. This could lead to the introduction of new mechanical equipment being required or more thorough checks on the current equipment. If new equipment is required if could prove to be very expensive. The WeightandMeasuresAct,thisactshouldnotaffectCadbury’s since thecompany have all the equipment and scales used should already be at that of the highest standard. The Trade Description Act, this again should not affect Cadbury’s
  16. 16. 16 duetoallthelabellingontheproducts
  17. 17. 17 should be correct and thorough giving all the ingredients. The Sale of Good Act, these state that Cadbury’s should not mislead the consumer. These are currently threeconditions. If the government was to introduce a few more it could prove to affect Cadbury’s. ECONOMIC The state of the economy is the main factor. It the country was to go into recession the consumer spending would also drop due to the unemployment. The recession would bring down the sales of a lot of goods mainly the expensive things, which are not necessity. The current economy is well. The interest rates are low and consumer spending is very high. Other economic factor that could affect Cadbury’s launching a product would be a rise in inflation. This is a rise in price over time. Social If the population sizedecreased then Cadbury’s be less people to buy the products therefore less profit. · If peoples lifestyles changed. For example, nowadays more people wanting to get fit and lose weight, then they will stop eating chocolate and spend their money on gym memberships and others. This means that Cadburys profits will decrease. Technological An increase in capital expenditure will affect Cadbury’s. For example, more up to date equipment would mean that the goods where produced quicker and cheaper but would also result in job losses. In research and development, keep developing new products to keep up with competition and customer needs. Legal More legislation in place to make sure that the workplace is safe and the worker is better protected. Expensive costs to Cadburys to implement. Environment Cadbury launched a corporate social responsibility Web site called DearCadbury.com, which provides consumers information on ethical sourcing, responsible consumption and the environment. The site features Cadbury’s 2007/08 Corporate Responsibility and Sustainability report, which revealed that the company has reduced carbon emissions almost 4 % to date; Cadbury is aiming for a 10 % reduction by 2010. As part of Cadbury’s “Purple Goes Green” program, the company committed to a 50 % absolute reduction in carbon emissions by 2020. Cadbury also reported that it has met its 2007 goal of reducing water use by 10 %
  18. 18. 18 Competitor’s situation and SWOT analysis Cadbury’s major competitors are Nestle, Britannia, Nestle, Parle and others. They are competing directly with Cadbury. Nestle is one of the Cadbury’s main competitor in the market. Nestle is one of the world’s largest food manufacturer, Nestlé’s headquarters in Switzerland and based in 200 countries worldwide. It is renowned as the world’s leading nutrition and health-based company. Nestle grows is product line through innovation as well as renovation and maintains a balance on its geo-environmental activities and product lines. They have 253,000 employees around the world. Cadbury’s SWOT Strengths The largest global confectionery supplier, with 9.9% of global market share. High financial strength Strong manufacturing competence, established brand name and leader in innovation. Advantage that it is totally focused on chocolate, candy, chewing gum, unique understanding of consumer in these segments. Successfully grown through its acquisition strategy. Weakness The company is dependent on the confectionery and beverage market. Other competitors have greater international experience. Opportunities Expand into new markets. Increase share through targeted acquisitions. Key to survival within the FMCG market is increasing efficiency and reducing costs. Innovation Is key driver.
  19. 19. 19 Threat Worldwide, there is an increasingly demanding cost environment, particularly for energy, transport, packaging and sugar. Competitive pressure from other branded suppliers. Social changes. Nestlé’s SWOT Strengths Globally recognized as one of the largest and powerful food producers, covering almost every country. Quality is a vital element regarding nestle products. Strong internal growth and emphasis on innovation internally. Powerful brand positioning in the consumers mind. The decentralized culture in the organization encourages employees. Weakness The immense diversification portfolio of the firm makes it impossible to run every division smoothly. Retailers do not get set high margin to increase more in sales. Transportation as well as storage problem. Opportunities Invest in snacks that would further diversify its product. Provide incentives to the retailers to increase sales volume. Open café that would exclusively provide Nestle products. Middle class share in most of the economies are growing much larger. Threats Pollution of product should be regarded strictly. The company has not so pretty history with the FDA. Tough market with a tougher competitor for gaining market share. Market is quite mature and the competitors specialize in a certain product that can hit hard on Nestle. In comparison of Cadbury’s SWOT and Nestlé’s SWOT,
  20. 20. 20 Market objective Financial objective ➢ Specific ➢ Growth of revenue in UK ➢ Increase total confectionery share gain ➢ Measurable ➢ To growth 5% of revenue compare to previous years ➢ Growth in global market share and increase share in the UK by 50 bps ➢ Achievable ➢ Carry out a number of advertisements in the market and online. ➢ Realistic ➢ Timely Produc t Marketing strategy Cadbury dairy milk is made from real chocolate. The ingredients for the chocolate are cocoa butter and there is a glass and half full cream daily milk in every 200 grams of Cadbury daily milk chocolate. Cadbury purchase 65 million litres of fresh milk each year to make Cadbury daily milk chocolate. Price Price is very important in the marketing mix. The price changed for a chocolate bar can be affect whether a consumer will buy it and the level of sales can determine whether or not Cadbury Schweppes will make a profit. Price is also can be affected by factors such as the state of economy, what competitor are doing. The stage reached in product life cycle and above all what price the market will accept. Form the marketing point of view this is what matters. Place Cadbury products are produced at the chocolate factory in Bourneville in Birmingham. After the chocolate is produced, it will go through all quality check and transported to the stockrooms. The following, Cadbury sells the products to shops that deal with beverage and confectionery such as convenient store, super store, petrol station, and others. This kind of distributions can make consumer easy to find the product. Cadbury produces chocolate for more than 200 countries so that they have a chance to enjoy it as well and make profit. Because of this, Cadbury have a wide range of consumer around the world. Promotion The purpose of promotion is to communicate directly with potential or existing customer, in order to encourage them to purchase dairy milk and recommend it to others. There is various ways to promote the product such as TV advertisement, banner
  21. 21. 21 on the internet, magazine and newspapers.
  22. 22. 22 INSIDE CADBURY INDUSTRY
  23. 23. 23 CHAPTER – 3 ABOUT THE COMPANY British Cadbury Formerly Cadbury’s & Cadbury Schweppes is a British multinational confectionery company wholly owned by Mondelez International (originally Kraft Foods) since 2010. It is the second largest confectionery brand in the world after Mars Cadbury is internationally headquartered in Uxbridge, west London, and operates in more than 50 countries worldwide. It is known for its Dairy Milk chocolate, the Crème egg and Roses selection box, and many other confectionery products. One of the best-known British brands, in 2013 The Daily Telegraph named Cadbury among Britain's most successful exports. Cadbury was established in Birmingham, England in 1824, by John Cadbury who sold tea, coffee and drinking chocolate. Cadbury developed the business with his brother Benjamin, followed by his sons Richard and George. George developed the Bournville estate, a model village designed to give the company's workers improved living conditions. Dairy Milk chocolate, introduced in 1905, used a higher proportion of milk within the recipe compared with rival products. By 1914, the chocolate was the company's best-selling product. Cadbury, alongside Rowntree’s and Fry were the big three British confectionery manufacturers throughout much of the 19th and 20th centuries. Cadbury was granted its first Royal Warrant from Queen Victoria in 1854. It has been a holder of a Royal Warrant from Elizabeth || since 1955. Cadbury merged with J. S. Fry & Sons in 1919, and Schweppes in 1969, known as Cadbury Schweppes until 2008, when the American beverage business was split as Dr. Pepper Snapple Group; the rights ownership of the Schweppes brand had already differed between various countries since 2006. Cadbury was a constant constituent of the FTSE100 on the London Stock Exchange from the index's 1984 inception until the company was bought by Kraft Foods in 2010
  24. 24. 24 HISTORY OF COMPANY Cadbury chocolate has been an integral part of Birmingham’s heritage, dating all the way back to the very first store in 1824. Read on as we delve in to the history of Cadbury and those who made the company what it is today. Humble beginnings: 1824-1897 In 1824 John Cadbury opened his first store at 93 Bull Street in Birmingham city centre, selling tea, coffee, cocoa and drinking chocolate. Drinking chocolate was seen as a healthier alternative to alcohol, which was deemed a negative influence on society by fellow Quakers in 1931, John purchased a four-storey factory on Crooked Lane, which sat between Corporation Street and the High Street. By 1842, John was selling almost 30 varieties of drinking chocolates and cocoa. As John’s trade continued to grow, he asked his brother Benjamin for a helping hand and Cadbury became known as Cadbury Brothers. The Cadbury brothers’ business continued to perform admirably, and in 1947 they moved to a larger factory on Bridge Street which had access to all major ports in Britain through a private canal port. Due to ill health, John Cadbury retired in 1861 and passed the company on to his other brothers, George and Richard.
  25. 25. 25 Bridge Street Works factory in central Birmingham Cadbury Following the firm’s first major breakthrough with Cadburys’ Cocoa Essence, developments in 1875 saw the first Cadbury Easter egg. By 1897, the brothers had also manufactured their first milk chocolate bar. The 1900s and the birth of Bournville In need of a site with good rail and canal access, the Cadbury brothers subsequently found a 14 ½ acre site in a quaint countryside village just four miles south of the city. Purchasing the land and naming it Bournville, the site originally comprised of Bourn brook Cottage, a stream and a pear tree – and the tree is still there to thisday. Bythe1900s,GeorgeandRichardCadburyhadbuilttheirnewfactoryalongwitha‘model village’fortheirworkers, withmorethan300cottages and houses withincloseproximity, along with amenities like schools and shops. As the family were Quakers, no pubs were built in Bournville. Alcohol was still prohibited for sale in the village until a local newsagent was granted a licence in 2015 and ultimately ended the village’s 120-year ban. Notable milestones In 1905 Cadbury first produced Dairy Milk, their most popular product of all time. Further production included Bournville Cocoa (1906), Bournville Chocolate (1908), Milk Tray (1915) and FLAKE (1920), before poster advertisements for Dairy Milk rolled out in the late 1920s. Though not for Dairy Milk, the first Cadbury television advert aired in1955 and history and ever since, Cadbury’s television adverts have been some of the most highly regarded history
  26. 26. 26 Though Cadbury is now owned by American confectionary giant Mondelez International, the suburb of Bournville will always be at the heart of thecompany. To this day, Bournville remains a village steeped in its original history. The factory remains a popular attraction and many of the structures and cottages built in the late 1800s still stand. The historic Men’s Pavillion on the factory grounds has also been recently restored.
  27. 27. 27 STUDYING THE VARIENTS OF CADBURY Who doesn’t love chocolates, right? Almost every part of theglobe boasts their very own confections and sweets, but only a few brands stand out and make it to worldwide production. And United Kingdom owns one that almost any person in the world knows about – Cadbury. It was in 1824 when founder John Cadbury started the company by selling coffee, tea, and drinking hot or cold chocolate in Birmingham city, England. Seven years after, he shifted to the production of drinking chocolates and cocoa sold only to the high class because of the expensive cost of manufacturing at the time. In 1842, the Cadbury range expands as the company was already selling 16 varieties of chocolate and 11 brands of cocoas. Five years after and as expected, Cadbury sold their first ever chocolate bar. John Cadbury had to retire in 1861 due to health decline and passed the company to his sons, Richard and George. Related Other British Chocolate Brand Kit Kat Chocolate Brands The debut of the new owners brought in the first ever milk chocolate in 1875 followed by their first Easter eggs made out of dark chocolate. The 1900s came and Cadbury produced their press advertisements spread all over the country. In 1905, the ever famous and beloved Cadbury Dairy Milk was introduced. From then on, Cadbury launched their other products including the Flakes, Twirl, Boost Coconut, Wispa, and Old Jamaica. In 1990, Cadbury opened to worldwide mass production. Up until now, Cadbury has not stopped the production of a million chocolate bars per day, as supervised by their current CEO, Irene Rosenfield. In 2011, their net income reached to a whopping £447,545,760. The signature logo that the Cadbury uses until now was actually derived from William Cadbury’s signature. It was then used as a worldwide logo in 1970s. Cadbury is not only known to sell chocolate bars but also candies and mints. They also produce bubble gums with brands like Black Jack chewing gum, Bubblicious bubble gum, Clorets, Freshen Up Gum, Bubble bubble gum, chiclets’, Dentyne and many more.
  28. 28. 28 t List of Cadbury flavours, sizes and variants Bars • Cadbury Golden Biscuit Crunch • Cadbury DairyMilk • Cadbury Turkish • CadburyBANANAARAMELCRISP • CadburyBANANAARAMELCRISP • Cadbury ToffeePopcorn • Cadbury DAIM • Cadbury Ritz • Cadbury Bubbly Milk Chocolate • Cadbury Fruit and Nut • Boost Duo • Bournville • Bournville Old Jamaica • Bournville Orange • Brunch Chocolate Chip • Brunch Peanut • Brunch Raisin • Dairy Milk • Dairy Milk Big Taste Caramel Peanut Crisp • Dairy Milk Big Taste Choco Biscuit Crunch • Dairy Milk Big Taste Oreo Crunch • Dairy Milk Big Taste Toffee Whole Nut • Dairy Milk Big Taste Triple Choc Sensation • Dairy Milk Oreo • Dairy Milk Oreo Mint Flavour • Dairy Milk Oreo Peanut Butter Flavour Bags, Boxes and Rolls • Bitsa Wispa • Boost Bites • Crunchie Rocks • Éclairs Classic • Éclairs Hazelnut Twis • Éclairs Orange Twist • Éclairs Velvets
  29. 29. 2 5 Beverages • Bournville Cocoa • Choc Shake (Chocolate Milkshake) • Freddo Drinking Chocolate • Drinking Chocolate • Highlights Bournville • Highlights Fudge • Highlights Milk Chocolate • Hot Chocolate in An Instant • Wispa Gold Hot Chocolate • Wispa Hot Chocolate • Oreo hot chocolate Desserts • Amaze Bites Chocolate Orange • Boost Cake Bars • Bubbles of Joy • Caramel Cake Bars • Caramel Choc Tarts • Caramel Doughnuts • Caramel Muffins • Caramel Share the Joy Cake • Chocolate Eclairs • Chocolate Fresh Cream Cake • Chocolate Muffins • Crunchie Friday Feeling Cake • Crunchie Choc Tarts • Cupcakes with Crunchie Biscuits • Caramel Biscuits • Chocolate Chunk Cookies • Cookies Choc Chip • Crunchy Melts Chocolate Centre • Dairy Milk Biscuits Spreads • Caramel Spread • Crunchie Spread • Milk Chocolate Spread
  30. 30. 26 CHAPTER – 4 BRAND AND BRAND POSITIONING WHAT IS BRAND? A brand is the way a company, organization, or individual is perceived by those who experience it. More than simply a name, term, design, or symbol, a brand is the recognizable feeling a product or business evokes. Brands, then, live in the mind. They live in the minds of everyone who experiences them: employees, investors, the media, and, perhaps most importantly, customers. Elements of a Brand As perceptions, brands comprise a multitude of different elements. It helps to take a look at the most important ones, as these are the purview of the next concept we’ll explore: branding. The fundamental elements of a brand include the brand compass, company culture, name and tagline, identity, voice and messaging, website, and brand architecture. Brand Compass Brand Compass The brand compass is a summary of the most fundamental truths about your brand. It’s the outcome of the work done in the brand strategy phase, including research and positioning. A brand compass shows the direction your brand is headed and why. It is made up of five parts: Purpose, Vision, Mission, Values, and Strategic Objectives.
  31. 31. 27 WHAT IS BRANDING? Branding is the act of shaping how a company, organization, or individual is perceived. Customer perceptions themselves don’t go out and buy iPhones. But they are critically important for one reason: perceptions dictate behaviour. Even perceptions that we’re unaware of have the ability to profoundly affect how we act. Research in experimental social psychology has shown that while we might think we’re in total control of our actions, our behaviour is often influenced by stimuli we’re completely unaware of. In sum, how an individual perceives a brand (consciously or unconsciously) wholly determines how he or she will engage with that brand. The power of branding hinges a very important truth about perceptions. Perceptions are malleable. Branding has the power to shape our perceptions because those perceptions are susceptible to being shaped. They practically cry out for it. Whether we know it or not, we are constantly searching for meaning and order in the world around us. Without it, we’relost.Wewantour realities to make sense. As far as our brains are concerned, there’s no practical difference between perception and reality. What we perceive is what is real to us. This is where the real power of branding lies. If branding can shape our perceptions, and our perceptions are our reality, it followsthat: Branding has the power to shape reality. WHAT IS BRAND POSITIONING? Defined as the space a company owns in the mind of a customer and how it differentiates itself from competitors, brand positioning is a marketing strategy that helps business set themselves apart. From cell phone manufacturers to online retailers to even non-profits, brand positioning helps customers instantly recognize and connect with a company. One of the most important factors of success is how well, and how many, people know your brand. It’s not enough to set up a generic website and hope people flock to it by the millions. In fact, no company is able to truly thrive in the marketplace without an established brandposition. HOW TO IMPROVE BRAND POSITIONING Your brand positioning should be dynamic and fluid. This doesn’t mean you have to do a major overhaul every year, but you do need to revisit it at least every quarter to see how you can make it better.
  32. 32. 28 Here are three ways to improve your brand positioning: ➢ Listentoyourcustomers:Don’tcreateyourbrandpositioninginavacuum.In order for it to resonate with your customers, make sure you are listening to what they have to say. Set up focus groups, send surveys, or simply talk to customers at events and use all those insights to improve your message. ➢ Refocus your statement: Does your brand positioning try and do too much? Have you lost sight of the one or two things that truly make you unique? If your statement has lost its focus, get back to the basics by revisiting your initial research (or conducting new research) to see if your statement is still effective. ➢ Createsomebuzz:Ifyou’reasmallcompanyjuststartingout,youmay not havea large enough following to test your brand positioning. If you need more eyes on your messaging, run some paid ads to A/B test a control statement (perhaps a generic statement about your business) against your brand positioning statement to see how people react.
  33. 33. 29 CHAPTER – 5 SIGNIFICANCE OF CADBURY In this global and competitive era all business activity needs more complex superior and enhanced technology. In the present scenario chocolate industry has become more consumers oriented. Research becomes a necessary for business activity to accelerate the business in a greater pace. Researcher shows the current position as well as strength and weakness of an organization and product, which helps in the formation of business plan. In the other hand opponents are waiting for us to take erroneous decision and take advantages of the situation. We can counter their move only through dynamic and effective tool of marketing research. So, it was a great pleasure to contribute to the dynamic field of marketing in the chocolate industry. The present research work on Cadbury has a significant role for organization to evaluate its policy and enhance their position in the market. The research work also shows the relationship between retailer-organization, retailer- customer, organization-customer, which is as important system as nerve system in human body. VISION OF CADBURY INDIA To become a performance driven and values led organization. Throughout changing times, our constant values have inspired us to be pioneers in business and in corporate responsibility. They help ensure we are proud of our company and are critical to our core purpose of creating brands people love.
  34. 34. 30 CHALLENGES OF THE ORGANINSATION 1. It is not a hidden fact the Cadbury has its own image or brand which shows the value of money for its product. The Cadbury have a great product line and depth. 2. If we give a overall look on the all market position of Cadbury product almost all product have a great market share in other hand all product are market leader with their grater sales volume and high turnover. But in case of Cadbury snacks and beverages the position of Cadbury is not satisfactory. The company has separate distribution channel for chocolate, they are giving high priority to confectionery products. They are providing easy replacement, high penetration, and regular visit to retailer shop. Most importantly they are providing cool storage equipment to their retailers and them positioning their product through heavy advertisement campaign. 3. Recently the Cadbury Chocolate is re-lunched in market but the position remains same which is very critical for the company. After re-lunched, the sale volume and customer awareness about the all chocolate products remain unsatisfactory, which create harsh situation for all organization. Company highly willing to excel in the chocolate field there are some problem, which is adversely influence the organization. 4. There are some problems, which is as follows: - • Competitors position in market. • Vast distribution channel which deals almost all product. • Replacement MARKETING APPROACH Cadbury introduced a new global marketing strategy called 'Choose Cadbury'. This strategy came about as a result of extensive research into consumer behaviours and perception. It is a campaign that perfectly illustrates how a brand can evolve and how different messages can be communicated without losing the core strength and brand values that are already established. The classic icons have played a major role in establishing the look and feel of how Cadbury's advertisements should look through successive campaigns. These key 'look and feel’ icons were heavily researched to ensure that the messages they impart are always relevant to the Cadbury consumer. In depth customer research is conducted to 'test' these messages. Research results confirmed that colours recognition of dark purple is strongly associated with Cadbury. Its logo is readily recognized and scores a 96% recognition level alongside other global brands such as Coca Cola and McDonalds. The glass and a half symbol, which plays a key role in the 'Choose Cadbury' strategy, continue to communicate the quality and superior taste of Cadbury's chocolate.
  35. 35. 31 BRAND ADVERTISING OF CADBURY In the early days, the brand had a huge fan following among kids. In order to build stronger appeal among older age groups, the brand re-positioning itself thorough the classic‘Real TasteofLife’campaignin1994.ThecampaignpositionedCadburyDairy Milkasthechocolate that awakened the little child in every grown up and very soon, both teenagers and adults, were hooked on to this bar of pure magic. With the launch of Rs.5 pack in 1998, CDM became more affordable and hence more accessible for the messes. The ensuring positioning of ‘Khanne Waalon ko khanne ka BaEhana Chahiye’ made consumption into a joyful, social occasion. In 2004, the ‘Kuch Meetha Ho Jaaye’ campaign was launched, seeking to increase CDM consumption by making it synonymous with traditional sweets(mithai). With Amitabh Bachchan as the face and voice of brand, the campaign went on to become a huge success. People could relate to the commercials that wew aired to promote Cadbury. Dairy Milk. How many can forget the ‘Pappu Pass Ho Gaya’ commercial add? The country cheered on as Pappu fell in love in the Pappu Love Test commercial. Then came ‘Miss Palampur’ and the country celebrated the beauty contest with a difference. The ‘Kenya’ commercial that was aired in 2008 celebrated the spirit of cricket and that true sportsmanship. In 2009, we aired another commercial under the ‘Kuch Meetha Ho Jaaye’ platform, called the ‘Pay Day’ commercial. In 2010, the ‘Shubh Aarambh’ campaign was launched, drawing lines from the traditional Indian custom of having something sweet before embarking on something new. With ‘Shubh Aarambh’, Cadbury took the Dairy Milk journey a step further into the hearts of its, million lovers. Withthecurrentcampaign‘KhaaneKeBaadKuchMeethaHoJaaye’,ouraimistointroduce the thought of having a CDM as a post dinner meetha (dessert).
  36. 36. 32 Cadbury Dairy Milk has captured the heart of Indian consumers for over six decades, but there wa room for a more premium entrance in the category .And enter CDM Silk. Most CDM lovers thought that nothing could taste better, but CDM Silk came as welcome surprise! It is creamier, smoother, and tastier. Its dome shaped cubes pack more chocolate and hence provide a superior eat experience. Launched in January 2010, with a tantalizing taste that tempts the taste buds, CDM Silk delivered an exquisite chocolate eating experience in the Indian market. The advertising highlights the joy of savouring CDM Silk and builds on its creamy and smooth experience that instantly melts in your mouth. The brand promise was beautifully captured by the tag line ‘Have You Felt Silk Lately?’ The campaign comprised of three commercial which showcased different protagonists indulging and savouring Cadbury Dairy Milk Silk chocolate, with innocence and unabashed joy, unmindful of their surroundings. Over the years, Cadbury Dairy Milk Silk has seen innovations in line with our efforts to enhance the chocolate eating experience. The new product has been enriched in shape and experience to make it more appealing and to deliver smoothness and creaminess while retaining the signature Cadbury Dairy Milk Silk taste. Premium chocolates are expected to continue seeing good customers uptake and will turn out to be the next horizon for the category growth in the years to come.
  37. 37. 33 Advertisement of 2019 “The Silk Hazelnut comes with whole hazelnut from Turkey. The inclusion of whole Hazelnut makes you pout while you devour the chocolate. So, every time girls take a bite, she looks like she is pouting. Making the ‘Kiss me’ jingle feel like it.
  38. 38. 34 Advertisement of 2020 Two romantic protagonists on screen indulging in the new Cadbury Dairy Milk Silk while ballad is sung in the background is the new TVC conceptualize by Ogilvy & Mather, featuring how Cadbury Dairy Milk Silk “feels like a lot more”. The characters popping out while eating the chocolate, growing choir chords and visually appealing act depict how the indulgence grows with every bite through the imaginations of central characters. Cadbury Dairy Milk Silk and Valentine's Day have a strong relationship going for almost a decade. Cadbury Dairy Milk Silk has, over the years, helped many (young and old) to communicate their true feelings to their significant other with the very simple "Say it with Silk" approach during Valentine's Day. Having journeyed with the consumers, making each Valentine’s Day special, it was time for the brand to move the love game a notch up. "How far will you go for love?" was conceived to nudge Gen Z to try and go beyond the usual and make it special for their partner this Valentines.Thisyear’sCadburyDairyMilkSilkValentine'sDaycampaignhasatitshearta video along with high impact outdoors, digital and in-store promotions, etc.
  39. 39. 35 DISTRIBUTION STRATEGIES OF CADBURY Although Cadbury is not so extensively in FMCG, they are able to make the product available in the extreme regions – Urban as well as rural areas but they focus more on Urban markets due to the demand economics. Products are being made available through the C&F to wholesaler to retailer & then to the end customer, which is actually a 3- tier distribution approach. Brand equity in the Marketing strategy of Cadbury Cadbury addresses the needs of each and every consumer, from childhood to maturity, from impulse purchase to family treats. Cadbury designs products to coincide with Christmas, Easter, Valentine’s, Mother’s and Father’s Day and othercalendar landmarks. Cadbury use marketing strategies such as the ‘Choose Cadbury’ strategy to encourage a link between chocolate and these events ensuring there is a Cadbury chocolate product suitable and available for every occasion. The marketing communication over the years as well the lovely taste of Cadbury and its consistence have given a fantastic brand equity to thebrand. CADBURY INDIA LTD
  40. 40. 36 RATIONAL STUDY CHAPTER - 6 LITERATURE REVIEW The literature review or survey section examines recent (historical significance) research studies, company data, or industry reports that acts a basis for the proposed study. Research related literature and related secondary data from a comprehensive, perspective,moving to specific studies that are associated with our study. The Literature review helps us to understand the need for proposed work to appraise the shortcomings and/or informational gap in secondary data sources. This analysis may go be young scrutinizing the availability or conclusion of past studies and their data, to examine the accuracy of secondary source, the credibility of these source, and the appropriateness of earlier studies. The literature review is basically a secondary data that we have gathered from websites of Cadbury, and various other source which specified that Cadbury is top most brand of chocolate. On the basis of this secondary data we began our research. The opinion given by the people was totally favouring our study. The literature review or survey section examines recent (historical significance) research studies, company data, or industry reports that acts a basis for the proposed study. Research related literature and related secondary data from a comprehensive, perspective,moving to specific studies that are associated with our study. The Literature review helps us to understand the need for proposed work to appraise the shortcomings and/or informational gap in secondary data sources. This analysis may go beyond scrutinizing the availability or conclusion of past studies and their data, to examine the accuracy of secondary source, the credibility of these source, and the appropriateness of earlier studies. The literature review is basically a secondary data that we have gathered from websites of Cadbury, and various other source which specified that Cadbury is top most brand of chocolate. On the basis of this secondary data we began our research. The opinion given by the people was totally favouring our study.
  41. 41. 37 CHAPTER – 7 RESEARCH METHODOLOGY Educational research is the application of the scientific and disciplined inquiry approach the study of educational problems and the primary goal of educational research is to explain and help understand educational issues, questions and process. Secondary goal of educational research is to help others understand, predict future outcomes, improve future research and practice and raise new questions to research. Scientific and disciplined inquiry approach is distinguished by crucial steps. These are: • Recognize and identify the questions or problem to be studied. • Describe and execute procedures to collect information about the question and problems being studied. • Analyse the collected information. Basic Research is conducted to develop and refine theory, not to solve immediate practical problems. Applied research is conducted to find. Types of Research- This research is categories under an explorative research. A descriptive research approach was used to analyse the subject using in-depth data and to describe it from different angles. Population The target population for study are the minimum 50. Sample and Sampling technique- A sample size of respondent was drawn from the population. The questionnaire were filled through survey.
  42. 42. 38 Types of data- • Primary Data • Secondary Data Collection of Primary data: We collected primary data during the course of doing experiments in an experimental research but in case we do research of the descriptive type and performs surveys, weather sample surveys, or census survey , then we can obtain primary data either through observation or through direct communication with respondents in one form Collection of secondary data: When the research utilizes the secondary data, then he has to look into various resources from where he can obtain them. Secondary data may be either published data or unpublished data. Usually published data are available in Books , Magazines and newspapers.
  43. 43. 39 Chart Title 4 % yes neve r 96 % CHAPTER – 8 DATA ANALYSIS AND INTERPRETATION 1. Do you like to buy Branded Chocolates only? a. Yes always b. Never Parameters No. of Respondent Percentage Yes 49 96.08% Never 2 3.92% Interpretation- From the following survey conducted the researcher has concluded that 49 members like to buy branded chocolates and 2 members don’t like to buy branded chocolates.
  44. 44. 40 Chart Title 39 % 48 % 13 % Yes No Only for quality product 2. Do you always buy chocolates of same brand? a. Yes b. Never c. Only for quality product Parameters No. of Respondent Percentage Yes 21 38.89% No 7 12.96% Only for quality product 26 48.15% Interpretation- From the following survey conducted the researcher has concluded that 21members buy chocolates of same brand, 7 members never buy chocolates of same brand and 26 members buy chocolates of same brand only for quality product.
  45. 45. 41 Chart Title 12 % 9 % 21 % 58 % Bars Biscuits Beverages Spreads 3. Which product of Cadbury you prefer most? a. Bars b. Biscuits c. Beverages d. Spreads Parameters No. of Respondent Percentage Bars 38 57.58% Biscuits 14 21.21% Beverages 6 9.09% Spreads 8 12.12% Interpretation- From the following survey conducted the researcher has concluded that 38 members mostly prefer Bars of Cadbury , 14 members prefer Biscuits of Cadbury,6 members prefer Beverages of Cadbury and 8 members prefer Spreads of Cadbury.
  46. 46. 42 Chart Title 0% 49 % 45 % 6 % Brand Image Quality Price Taste 4. Why do you prefer Cadbury brand? a. Brand status b. Quality c. Price d. Taste Parameters No. of Respondent Percentage Brand Image 7 9.86% Quality 29 40.85 Price 4 5.63 Taste 31 43.66 Interpretation- From the following survey conducted the researcher has concluded that 7 member prefer Cadbury brand because of its Brand image, 29 member prefer Cadbury because of its Quality, 4members prefer Cadbury because of its price and 31 members prefer because of its Taste.
  47. 47. 43 Chart Title 8 % 10 % 16 % 66 % Price Appearance Brande image Quality 5. Which of the following feature of Cadbury influence your buying decisionmore? a. Price b. Appearance c. Brand Image d. Quality Parameters No. of Respondent Percentage Price 5 8.06% Appearance 6 9.68% Brande image 10 16.13% Quality 41 66.13% Interpretation- From the following survey conducted the researcher has concluded that 5 members influenced by price of Cadbury, 6 members influenced by appearance of Cadbury,10 are influenced by its brand image and 41 are influenced by Quality of Cadbury.
  48. 48. 44 Chart Title 30 % Yes No 70 % 6. Will you prefer this same brand even if price rises? a. Yes b. No Parameters No. of Respondent Percentage Yes 35 70.0% No 15 30.0% Interpretation- From the following survey conducted the researcher has concluded that 35 members prefer same brand even if price rises and 15 members not prefer the same brand if price rises.
  49. 49. 45 Chart Title 2% 0% 38 % Highly Satisfied Satisfied Dissatisfie d 60% Highly Dissatisfied 7. What is the satisfaction level of Cadbury? a. Highly Satisfied b. Satisfied c. Dissatisfied d. Highly Dissatisfied Parameters No. of Respondent Percentage Highly Satisfied 20 38.46% Satisfied 31 59.62% Dissatisfied 1 1.92% Highly Dissatisfied 0 0% Interpretation- From the following survey conducted the researcher has concluded that 20 members are highly satisfied with Cadbury,31 members are satisfied with Cadbury , 1 member is dissatisfied and 0 members are highly dissatisfied.
  50. 50. 46 Chart Title 21 % 32 % Dairy Milk Dairy Milk Silk Bournville Fruit and Nut 12 % 35 % 8. Which of the following Chocolate of Cadbury you prefer most? a. Dairy Milk b. Dairy Milk Silk c. Bournville d. Fruit and Nut Parameters No. of Respondent Percentage Dairy Milk 14 21.21 Dairy Milk Silk 23 34.85 Bournville 8 12.12 Fruit and Nut 21 31.82 Interpretation- From the following survey conducted the researcher has concluded that 14 members prefer Dairy Milk, 23 member prefer Dairy Milk Silk, 8 member prefer Bournville and 21 members prefer Fruit and Nut.
  51. 51. 47 Chart Title 2% Yes No 98 % 9. Will you recommend Cadbury to everyone? a. Yes b. No Parameters No. of Respondent Percentage Yes 49 98.0% No 1 2.00% Interpretation- From the following survey conducted the researcher has concluded that 49 members wil recommend Cadbury and 1 will not recommend Cadbury.
  52. 52. 48 Chart Title 14 % 36 % 1 2 21 % 3 4 29 % 10. Give your rating to Cadbury? a. 2 b. 3 c. 4 d. 5 Parameters No. of Respondent Percentage 2 1 2.04% 3 4 8.16% 4 17 34.69% 5 27 55.10% Interpretation- From the following survey conducted the researcher has concluded that 1 member give 2 rating to Cadbury, 4 members give 3 rating, 7 members give 4 rating and 27 members give 5 rating.
  53. 53. 49 CHAPTER – 9 LIMITATION OF THE STUDY The success of any research work depends on the response of the responded. But sometimes the response is not sufficient due to these following reasons: 1. Respondent generally have less time to respond. 2. Sometimes they are confusing in their own resource due to lack ofknowledge. 3. Their attitude towards people representing a company. 4. The time constant faced in the project margin have affected the comprehensive of its findings. 5. The internet information is irrelevant.
  54. 54. 50 CHAPTER – 10 SUGGESTIONS The following are some of the suggestions prepared for Cadbury: 1. Chocolate should be available everywhere. 2. They should introduce calorie free or low-calorie chocolate. 3. They should provide packs of all sizes so that it can be afforded by anyone. 4. The chocolate should have attractive packaging. 5. The chocolate should be energizing and healthy to eat. 6. Provide different taste of chocolates. Inform about the ingredients on back of all packs. They should make absolutely vegetarian chocolates. 7. Price should be kept low even when the chocolate is successful. It should be able to replace snack if consumed i.e. heavy when eaten.
  55. 55. 51 CHAPTER – 11 CONCLUTION It is concluded that Cadbury India Ltd. is providing the best quality products as per the needs of the consumers. They should take care of the Indian customs by providing pure vegetarian products. At present CIL striving for international quality in their products andprocesses. As per price of the product should be kept low as compared to its competitors, the product should be purchasable by all i.e. even a middleclass family people can buy it. They should provide value for the money paid for the product. Initially they should cut on profits and keep prices low. As per packaging of the product should be very attractive, by looking at the packet consumer should be tempted to buy it. The product should also be available in various sizes. The product package should create an image in the minds of the people like purple colour for Cadburys. As per promotion campaign, which would take care of exhibitions, and sponsorship on television program’s and festivals and fairs, as a promotional tool they should distribute free sample among people. This can be mainly done outside schools and colleges areas where they mainly find young people on whom the product is mainly aimed. As per growth of their market share through aggressive product development, focusing on cost competitiveness and productivity in their operations and innovative utilization of our assets, investing to develop our people. As per encourage its customers to give their feedback regarding the product. On the wrapper of the product the company suggests the customer to contact them either by mail or phone in case the consumers are dissatisfied with the product. Due to its brand value company should win the hearts of consumer and thus enjoys word of mouth influencei.e. personnel communication-one consumeracts as the other consumer’s buying guide and advices him to buy the product. Non-personnel communication is media that carries message without personal contact with the consumer. Major media consists of print media, and display media, and broadcast media. Company should adopt the combination of all these three media. But they use the broadcast media and lastly the print media.
  56. 56. 52 BIBLIOGRAPHY • WEBSITE WWW.GOOGLE.COM WWW.CADBURYPRODUCTS.CO M • MAGAZINE Collecting the information for completing the project, I have referred website of the company.
  57. 57. 53 QUESTIONNAIRE NAME - ………………………………… ADDRESS -…………………………………………………… PHONE NO.- …………………………. 1. Do you like to buy Branded Chocolates only? a. Yes b. No 2. Do you always buy chocolates of same brand? a. Yes b. Never c. Only for quality product 3. Which product of Cadbury you prefer most? a. Bars b. Biscuits c. Beverages d. Spreads 4. Why do you prefer Cadbury brand? a. Brand status b. Quality c. Price d. Taste 5. Which feature of Cadbury influence your buying decision more? a. Price b. Appearance c. Brand image d. Quality
  58. 58. 54 6. Will you prefer this same brand even if price of brand rise? a. Yes b. No 7. What is the satisfaction level of Cadbury? a. Highly satisfied b. Satisfied c. Dissatisfied d. Highly dissatisfied 8. Which of the following chocolate of Cadbury you like the most? a. Dairy Milk b. Dairy Milk Silk c. Bournville d. Dark Milk 9. Will you recommend Cadbury to everyone? a. Yes b. No 10. Give your rating to Cadbury? a. 2 b. 3 c. 4 d. 5

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