CHAPTER: CONSUMER PERCEPTION TOWARDS CADBURY

PRODUCT

INTRODUCTION
The Cadbury 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 lead in both, the confectionery and soft drink market inside 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 Cadburys Inc has taken the opportunity to offer us a broader view of
chocolate category. The Cadburys Indias no.1 Chocolate is able to share with their market
insights based upon unparalleled breath of chocolate experience. Cadbury has grown from
strength to strength with new technologies being introduced to make the Cadbury
confectionary business, one of the most efficient 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 inside
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.

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Who are We
Consumers inspire us
To make today delicious, we begin with our consumers.
We listen, we watch and we learn.
We understand their joys and their challenges because were consumers too.

What we do
We make delicious foods you can feel good about
Whether watching your weight or preparing to celebrate, grabbing a quick bite or sitting down to
family night, we pour our hearts into creating foods that are wholesome and delicious.

Our reach
We believe we can make a delicious difference, everywhere.
Were constantly looking for fresh ideas to improve our workplace, our partnerships, our
communities and our world.

About our people

It takes great people to make great brands. Our approximately 140,000 diverse employees around
the world are the reason we succeed

How we behave Our Values

We understand that actions speak louder than words, so at Kraft Foods:

We inspire trust.
We act like owners.
We keep it simple.
We are open and inclusive.
We lead from the head and the heart.
We discuss. We decide. We deliver.

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IMPORTANCE AND SCOPE

History

Cadbury is a very old trusted name. It all started in Birmingham in England when John Cadbury
started his family grocery shop with side business of cocoa and chocolate products in around
1824. His two sons, Richard and George, expanded their family business of cocoa and chocolate.
Bourneville, a town near Birmingham, was build by them as a part of expansion of their
business.

Target Market

The Indian chocolate market is valued at Rs. 650 crores a year. The Indian chocolate bazaar is
estimated to be in the region of 22,000-24,000 tons per annum, and is valued in excess of us$
80million.

India's metros proving to be the big draw clocking penetration in excess of 15 percent. Next,
comes the relatively smaller cities/towns where consumption lags at about 8 percent. Chocolates
are a luxury in the rural segment, which explains the mere 2 percent penetration in villages. The
market presently has close to 60mn consumers and they are mainly located in the urban areas.

Marketing Objectives

Grow shareholder valueover the long term

Cadbury in every pocket
Marketing strategy is aimed at achieving this vision by growing the market, by
appropriate pricing strategy that will create a mass market and to have offerings in every
category to widen the market

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Market Segmentation

Market segmentation is the process in marketing of grouping a market (i.e. customers)

into smaller subgroups. these markets are often termed niche markets or specialty
markets
The purpose of segmentation is to identify and target prime customer groups so that you
get maximum return from a limited marketing budget

Product Variants

Currently Cadbury India operates in four categories viz. chocolate confectionery, milk
food drinks, candy and gum category
Cadbury dairy milk, 5 stars, perk, clairs and celebrations
Candy category halls
Bubble gum brand bubbaloo
Bourn vita - the leading malted food drink (MFD)

Product innovations

5 STAR:

Consumer feedback suggested that the old 5 star was too chewy, and people complained of it
sticking to their teeth. It was made softer and melted easily in the mouth & introduced as 5 star
crunchy.

PERK:

Perk was made much lighter and the size of the bar increased to match Nestls munch. Perk had
been under fire from Nestls deadly duo of kitkat and munch, but after the prelaunch, its market
share is two per cent more than kitkats. And, the five-year-old brand is now almost as big as the
decades-old 5star in size, both in the region of Rs 50-55 crore.

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 Heroes:

Packaging innovation has played a vital role in revamping of various Cadburys brands, Heroes
brand is simply a multi-pack with miniatures of all its most popular brands in a single outer case.

Packaging

The packaging was changed to include a sealed plastic wrapper inside the outside foil. Cadburys
launched a new 'purity-sealed' packaging for its flagship product, Cadbury dairy milk. Over the
next few weeks Cadbury will work towards introducing either a heat sealed or a flow-pack
packaging that offers a high level of resistance to infestation from improper storage. Cadbury
invested nearly Rs 25 crore this year on new machinery for the proved packaging.

Strategy

Cadbury has followed a well-planned strategy of fuelling volume growth by introducing

smaller unit packs at lower price points. Simultaneously, the company seems to have
astutely juggled with the larger pack sizes and raised prices to a degree higher than what
appears at face. Hires at Kearney to curb costs.

Cadbury India appointed management consultancy firm at Kearney to draw up a strategy

to control costs in several areas, including sourcing of raw materials and packaging.

The consultancy firm will also look at the sourcing of direct and indirect materials like
renegotiating with suppliers for longer term contracts and vendor management. Other
costs (indirect expenses) like travel costs and hotels were also being studied.

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CADBURY: THE BRAND

The brand CADBURY enjoys a high level of brand equity. Researches show 90% of the people
recognizes the brand while 74% state that when it comes to chocolate only CADBURY will do.

There are three main brand name strategies:

Family brand names: The parent brand is also known as an umbrella brand. This term is
given to product ranges where the family brand name is used for all products. The advantage of
this approach is the positive associations with the parent brand will transfer to all sub brands. The
Individual brand names (orInmultibrands):
this case each
risk however is that that if one brand is unsuccessful or falls into disrepute, the reputation of the
complete family of brands can be tarnished. Cadbury is a family brand.

Individual brand names (multi brands): In this case each brand is created and named
separately and has separate identity. Using a family brand may not be that suitable as brand values
may be far apart.

Combination brand names: This approach allows for the optional use of the corporate
brand name, while allowing an individual brand to be identified, e.g. Cadbury Dairy Milk.

Cadbury uses a combination of brand strategies. The family brand, Cadbury is linked with its

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famous sub brands, i.e. Cadbury Crme Egg, Cadbury Roses and Cadbury Flake to name a few.
The family brand identity is style communicated by packaging with the Cadbury corporate purple
color and the distinctive Cadbury script logo. The sub brand is then distinguished by its own
individual livery.

Recently marketers have identified particularly strong family or corporate brands as

MASTERBRANDS. Cadbury is such a brand. However, a true Masterbrand is more than name of
the company it incorporates the companys mission, vision and values, representing them in a
way that is easily understood by consumers. IBM is another example of MASTERBRAND.

Cadburys core brand values include "lifes everyday pleasures that make us feel good and never
let us down. As a reward or a pick me up, we consumer s trust Cadbury chocolate to make us feel
better.

BUILDING A MEGABRAND: CADBURY DAIRY MILK

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SCOPE OF THE MEGABRAND

When developing a Megabrand, products are chosen for inclusion on the basis of their
compatibility with the brands identity. For Cadbury, the (blocks) chocolate brands were included
as they were perceived as variants of Dairy Milk. The core proposition of the new Dairy Milk
Megabrand could be described as delivering recipes for lives upbeat occasions - i.e. no matter
what your humor or the occasion, Cadbury Dairy Milk will provide the perfect accompaniment
Two products in the Cadbury range created a dilemma: Wispa and Caramel. Both were standalone
products with distinctive identities. Both had a loyal consumer base high should not be
abandoned.

To incorporate these products into the Dairy Milk range called for a fresh strategy.
Both were blocking chocolate and provided a fit with the Dairy Milk Megabrand. Their inclusion
provided the opportunity to further leverage.

The Dairy Milk Megabrand without alienating loyal consumer s. The new Dairy Milk Bubbly
brand benefited from a new name which better conveys the distinctive "mouth feel" of Wispa. The
new aerated chocolate product now in square form, which is also easier to break, proved popular.
Test showed that 85% of Wispa consumers were likely to buy Dairy Milk showed that 85% of
Wispa consumers were likely to buy Dairy Milk, while 89% of Caramel customers indicated their
likelihood to buy the new Dairy Milk Caramel.

Other range refreshment initiatives involved deleting some products such as Ban off while
incorporating new variants like Cadbury Dairy Milk Orange Shots. This approach will keep the

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range fresh!!!!!!!

CADBURY AND ITS PRODUCTS

Cadbury Boost is a chocolate bar made by Cadbury Ireland in the Republic of Ireland, and sold
in the UK by Cadbury UK and also sold in Australia and South Africa. Its wrapper says that it
consists of milk chocolate with caramel and biscuit filling. The wrapper also states that Boost is
"Charged with glucose."

Cadbury Brunch Bar is a bar of cereals (oats, bran flakes and crispiest) bound with honey and
half covered in milk chocolate. They come in a variety of flavours: Raisin, Hazelnut, Apricot &
Almond, Cranberry & Orange, Fruit & Nut, Mixed Berry, Chocolate Chip and Toasted Coconut
and is made by Cadbury UK.

They are breakfast type bars that are quick to eat in, and ideally as a slightly healthier and more
wholesome snack option to chocolate bars.

Cadbury Caramilk is a caramel-filled chocolate bar made by Cadbury Adams in Canada. It was
first sold in 1968.

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Variations available, some of them limited editions, include Caramilk made with dark chocolate
maple, chocolate, or cappuccino. "Chunky" (thicker) versions called Caramilk "Thick" and
cylindrical versions called "Caramilk Rolls" (similar to Rolo) have also been introduced.

Crispy Crunch is a hard chocolate bar with a crispy peanut flake inside that is made
by Cadbury. Crispy Crunch is sold in Canada. Crispy Crunches were sold in the United States for
a brief time in the 1990s by the food distribution arm of Pro Set, the collectible card company.
Pro Set went bankrupt, resulting in Crispy Crunch no longer being available in the United States.
A lower-calorie version of Crispy Crunch was available for a limited time in the mid-1990s. The
original manufacturers, Neilson, sold all their chocolate brands to Cadbury in 1996, though
packaging continued to feature the Neilson logo for a few years. Since Cadbury began
manufacturing of the chocolate bar, the recipe has changed in that it is less salty and sweeter as it
has a more of the crunchy topaz colored candy coating around the centre.

Bar and a Half

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In June 2009 Cadbury launched the "Cadbury Dairy Milk Bar and a Half" range as a replacement
to the Cadbury Dairy Milk "8 chunk" across several Dairy Milk variants. The concept is that the
bar is to be more "portion able", so parts of the bar can be "saved for later" although the bar is
the same as the old 8 chunk but in Fruit and Nut, Whole Nut and Standard. This bar has the new
logo and packaging.

A similar technique has been introduced with Cadbury Double Decker and Cadbury Boost bars.
However instead of larger bars, two separate bars are packaged together and are called "Duo".
Both brands received a packaging refresh at the same time.

Cadbury Dairy Milk Caramel is a chocolate bar that is part of the Cadbury Dairy Milk brand
and is made by Cadbury UK and Cadbury Ireland. The bar is sold in the United
Kingdom and Ireland. The bar was first launched in 1976, originally called Cadbury
Caramel until 2003, when it was renamed. In early 2009 it was relaunched, with
the Caramel name re-emphasized as the main on-pack brand, and the Dairy Milk brand reduced
in size. He product is a Cadbury Dairy Milk chocolate bar semi-divided into blocks each of
which has a caramel filling. The blocks vary in shape and number according to the size of the
bar, but on all bars, the blocks are stamped with the word Cadbury on the top.

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Cadbury Celebrations

Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry-
fruits during festive seasons.

Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5

Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk
chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut butterscotch and
caramels.

The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is an
exotic range of chocolate covered dry fruits and nuts in various flavours and the premium dark
chocolate range which is exotic dark chocolate in luscious flavours.

Cadbury Celebrations has become a popular brand on occasions such as Diwali, Rakhi, Dussera
puja. It is also a major success as a corporate gifting brand. The communication is based on the
emotional route and the tag line says "rishte pakne do" which fits with the brand purpose of
strengthening your relationships with something sweet.

Cadbury five star

Cadbury 5 Star needed to introduce an element of surprise in its eat

experience to gain share among lapsed consumers. To do this the variant Cadbury 5 Star Crunchy
was launched- which still had the richness of caramel, chewiness of nougat but also contained
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rice crispies. In o order to engage youth the campaign was executed across TV, radio, internet,
outdoor and print media.

Cadbury Perk

A pretty teenager; a long line, and hunger! Rings a bell? That was how Cadbury launched its new
offering; Cadbury Perk in 1996. With its light chocolate and wafer construct, Cadbury Perk
targeted the casual snacking space that was dominated primarily by chips & wafers. With a
catchy jingle and tongue in cheek advertising, this 'anytime, anywhere' snack zoomed right into
the hearts of teenagers.

Raageshwari started the trend of advertising that featured mischievous, bubbly teenagers getting
out of their 'stuck and hungry' situations by having a Cadbury Perk. Cadbury Perk became the
new mini snack in town and its proposition "Thodi si pet pooja" went on to define its role in the
category.

As the years progressed, so did the messaging, which changed with changes in the consumers'
way of life. To compliment Cadbury Perk's values, the bubbly and vivacious Prity Zinta became
the new face of Perk with the 'hunger strike' commercial in the mid 90's.

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Cadbury Gems

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

Cadbury Gems brings happiness to the consumer's world. With this promise in mind, Cadbury
Gems has always had 'Masti' as the key proposition in all its communication. In fact, Cadbury
Gems is always a willing ally for pranks and fun.

Cadbury Bourn vita

Cadbury was incorporated in India on July 19th, 1948 as a private limited company under the
name of Cadbury-Fry (India). Cadbury Bourn vita was launched during the same year. It is
among the oldest brands in the Malt Based Food / Malt Food category with a rich heritage and
has always been known to provide the best nutrition to aid growth and all round development.

Throughout its history, Cadbury Bourn vita has continuously re-invented itself in terms of
product, packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has
helped the brand maintain its leadership position and image over the last 50 years.

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INTRODUCING CADBURY AS AN AFTER DINNER SWEET

One of the biggest marketing strategy followed by Cadbury in India was introducing Cadbury as
an after dinner sweet. Indians are fond of having dessert after their dinner. Cadbury aimed at
replacing the traditional sweets. Apart from its after dinner advertisement Cadbury targeted
adults rather than children. In most of its advertisements, the brand is endorsed and advertised by
adults rather than by children even though it basically sells chocolate. Such type of
advertisements have created a very wide range of consumers for Cadbury. Its products are not
limited to children alone. Adults like the products of Cadbury as much as children do.

Another reason for Cadbury being such a successful brand was that it aimed at replacing the
traditional sweet custom so prevalent in India. Indians have the habit of carrying sweets as gifts
when they visit a friend or relatives. Cadbury items became the new sweets. It was not only
considered better but also superior to carry Cadbury instead of the normal sweets. Cadbury also
aimed at selling in bulk during festive seasons such as diwali and rakhi.

Diwali and rakhi packs are designed to give a feel of the festivities going on. They are
exclusively indianised. The chocolate packs contain special chocolates such as dry fruits rich
chocolates as people normally serve dry fruits during diwali.

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COMMUNICATING STRATEGY

To promote the new dairy milk megabrand , Cadbury implemented comprehensive 360 degree
support campaign. This involved a highly coordinated set of promotional activities across
various communications channel each activity bearing the same message . This approach is

To promote the new Dairy Milk

This is the creed or genetic code of
Brand
the brand;
core:
campaign. This involved a highly Megabrand, Cadbury implemented a

known as integrated marketing communications and ensures that consumers receive a clear and
consistent message about a brand.

The 360 degree support campaign include a point of sale competition to win a new look , new
display units , a buy-two-get-one free promotion on 100g bars, PR and advertisements in the
trade press. The result was that sales of the new Megabrand products exceeded targets by 12 %

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Cadbury Advertising Timeline

1867
Cadbury Cocoa Essence began advertising. They highlighted the purity of the product with the
slogan Absolutely pure, therefore best.

1900
Cadbury gained the help of a popular artist Cecil Aldin to create a series of posters and press
adverts to advertise their products.

1920s-30s
Cadbury promoted their products through the war by creating the Chocolate Mystery Man
character. He gave out free gifts, but only if he could be found.

1928
Cadbury Dairy Milk poster campaigns began using the iconic glass and half slogan and image
to stress its high milk content.

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1930s
Cadburys status as the nations favorite brand becomes the most important feature of the
companys advertising.

1938
150,000 people went on the factory tour every year. It began in 1902 to link people more closely
with Cadbury.

1939
During the 2nd World War Cadbury Dairy Milk disappeared. Cocoa and chocolate was under
government restriction and only rationed chocolate was sold.

1951
The Bournville Story, a film promoting Cadbury, was made and shown cinemas around the
country.

1955
Cadbury Drinking Chocolate was one of the very first ads on commercial television in this year.

1957
Cadbury commissioned thirteen one-minute films shown as TV adverts. These ads described the
harvesting of the Cadbury chocolate ingredient.

1959/60

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Flake TV advertising began; it used the iconic theme of a woman sensually enjoying a bar of
chocolate on her own.

1970-1974
Memorable television ads raised the sales of Cadbury Fruit & Nut and Whole Nuts by 73%
(everyones a Fruit & Nut Case, NUTS whole hazel nuts).

1983
The Wispa Bar launched including televised ad campaigns featuring comedians and comic actors
talking about the new bar.

1990
Cadbury World opened a 10 million replacement for factory tours. 350,000 people visited in the
first year.

1996
Cadbury began a 10 million annual sponsorship of Coronation Street, reaching an audience of
eighteen million people.

2007
The Cadbury Gorilla ad premiered, immediately becoming one of the most popular adverts in
recent years.

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FINDINGS

On an average more than 90% People Like Cadbury Products , moreover 60% of the people like
Dairy Milk, 20% like Gems, 15% like clairs and only 5% like Bytes.

Packing of Cadbury products also satisfies 90% people.

Taste & Quality wise Cadbury satisfies more than 70% of the consumer base.

Public opinion for future product launch of Cadbury is Biscuits 40% Muffins 50%, Cereals
10%

More than 70% people say that Cadbury must launch sugar free products.

Around 50% People are satisfied with the product pricing of the Cadbury Products, and 60%
people like to buy the International Products of the Cadbury.

Especial Celebration packs of Cadbury attract a lot of people more than 90% are satisfied with
them.

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CONCLUSION

In todays competitive business environment brands have assumed a role of growing importance.
They can differentiate a companys products and customer loyalty, helping to sustain profitability
in the long term. The Cadbury Dairy Milk brand has evolved into a Megabrand incorporating a
range of products each with their own identity, but now under the Dairy Milk brand. This
initiative is intended to leverage the strength of the Cadbury Dairy Milk brand to the full. The
strategy involved a packaging and range refreshment strategy which has resulted in a unified
innovative Dairy Milk brand.

Having exceeded initial sales tar gets by a considerable margin, the strategy can be considered a
success! Branding is one of the most important aspects of any business, large or small, retail or
B2B. An effective brand strategy gives you a major edge in increasingly competitive markets.
But what exactly does "branding" mean?

Simply put, your brand is your promise to your customer. It tells them what they can expect from
your products and services, and it differentiates your offering from your competitors'. Your brand
is derived from who you are, who you want to be and who people perceive you to be.

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You can't be both, and you can't be all things to all people. Who you are should be based to some
extent on who your target customers want and need you to be. The foundation of your brand is
your logo. Your website, packaging and promotional materials--all of which should integrate
your logo communicate your brand.

Branding is all important for those of use who want to be recognized for their name, business
idea, business or product. Like the big name brands such as Sony, Amazon, Google, Yahoo, etc.
business professionals such as freelancers, product developers, writers, pro-bloggers all need a
brand to be instantly recognized by.

For most, the brand name is either their own name, or else the name of the product they
developed. Not only will others know who they are dealing with, but if we brand ourselves
properly, then our name will be a synonym of quality further down the track.

We all know that big name bloggers such as Shoe Money, John Chow, Yaro Starak, Maki and
Daren Rowse have managed to do just that. They branded themselves through continuously
using their own name or that of their

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DATA ANALYSIS

Q.1 How would you rate Cadbury Products ?

1. Good 95%

1 2

2. Poor 5%

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Q.2 Which Product of Cadbury you like the most ?

1. Dairy Milk 60%

2. Gems 20%
3. clairs 15%
Product Choice

1 2 3 4

4. Bytes 5%

Q.3 Are you satisfied with the packing of the Cadbury products ?

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 1 2

1. Yes 90%
2. No 10 %

Q.4 Are you satisfied with the quality & taste of the Cadbury Products ?

1. Yes 77%
2. No 23%

1 2

Q.5 Do you think the information provided in the advertisement is adequate ?

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1. Yes 55%

1 2

2. No 45%

Q-6 What new product according to you Cadbury Should Launch ?

1. Biscuits 40%
2. Muffins 50%

1 2 3

3. Cereals 10%

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Q.7 Do you want that Cadbury should launch some sugar free products?

1. Yes 70%
2. No 30%

1 2

Q.8 Are you satisfied with the pricing of the Cadbury Products

1. Yes 55%
Satisfaction

1 2

2. No 45%

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Q.9 Which Tag Line of Cadbury attracted you the most ?

1. Kuch Meetha Ho Jaye 50%

2. Rishto Ki Mithaas 20%
3. Shubh Arambh 30%
Tagline

1 2 3

Q.10 Do you wish to buy International Products of Cadbury ?

1. Yes 60%
2. No 40%

1 2

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Q.11 Do you like the pack of Cadbury which are prepared for occasions especially?

1. Yes 90%
2. No 10%

1 2

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 BIBLIOGRAPHY

WWW.CADBURY.CO.UK
WWW.CHOCOLATEREVIEW.CO.UK
WWW.CADBURYS CHWEPPES.CO
WWW.WIKIPEDIA.ORG
WWW.CADBURY.COM
WWW.OPPAPERS.COM

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