RESEARCH PROJECT REPORT

(BBA-3603)
On
“A STUDY ON CUSTOMER PREFERENCE TOWARDS
CADBURY PRODUCT IN LUCKNOW”

Towards partial fulfillment of

Bachelor of Business Administration (BBA)
(BBD University, Lucknow)

Submitted to: Submitted by:

Dr. Neelabh Kumar Hariom Shukla
Roll No. 1200671174

Session 2022-2023
School of Management

Babu Banarasi Das University

Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
Certificate
 DECLARATION
I do hereby declare that all the work presented in the research report entitled “A

STUDY ON CUSTOMER PREFERENCE TOWARDS CADBURY PRODUCT IN

LUCKNOW” is carried out and being submitted at the school of management for

the award of Bachelor of Business Administration, is an authentic record of Hariom

Shukla. The work is carried out under the guidance of Dr. Neelabh Kumar (faculty

guide). It hasn’t been submitted at any other place for any other academic purpose.

Hariom Shukla
 ACKNOWLEDGEMENT
Gratitude is not a thing of expression; it is more a matter of feeling. There is always a

sense of gratitude which one express for others for their help and supervision in achieving

the goals. I too express my deep gratitude to each and everyone who has been helpful to

me in completing the project report successfully. I would also like to thank Almighty

God for blessing showered on me during the completion of dissertation report. First of

all, I am highly thankful for allowing me to pursue my dissertation report on “A STUDY

ON CUSTOMER PREFERENCE TOWARDS CADBURY PRODUCT IN

LUCKNOW”.

I give my regards and sincere thanks to Director Sir. I am deeply gratified to Dr. Neelabh

Kumar for her earnest coordination and valuable efforts. She constantly encouraged me

right from the inception to final preparation of my project. She has been a constant source

of knowledge, information, help and motivation for me through her depth knowledge and

experiences.

Last but not the least; I am hugely indebted to all the faculty members of my institute, my

family members and friends for their sincere advice & cooperation to complete my

project in efficient & effective manner.

                                                              Hariom Shukla

 EXECUTIVE SUMMARY

The study conducted is about Study on Marketing strategies of Cadbury in Lucknow.

The research was basically aimed at collection of primary data with the help of

questionnaires with a direct interaction with the consumers. The questionnaire was aimed

at the analysis of various variables that affect the sales promotion strategies. The sample

size was 100respondents living in diverse backgrounds with different income segments

and usage.

In this research work I, have found Information given by the respondents is assumed to

be true and authentic. This study is limited only in Lucknow city. Respondent are not

very much aware about the pros & cons of the Cadbury Chocolates.

It has been also concluded that Income is dependent of monthly expenditure on Cadbury

Chocolates Brandis dependent of Brand factors or attributes Brand is dependent of the

sources from where consumers know about the brand.

 TABLE OF CONTENT

 Certificate
 Declaration
 Acknowledgement
 Executive Summary

Sl. No. Contents Page No.

1. Introduction 1

2. Company profile 26

3. Objectives of the study 52

4. Research Methodology 54

5. Limitations 56

6. Data Analysis & Interpretations 58

7. Findings 71

8. SWOT Analysis 73

9. Suggestions/Recommendations 79

10. Conclusion 81

11. Annexure 83

12. Bibliography 86
INTRODUCTION

1
 Introduction
Marketing Mix of Cadbury analyses the brand/company which covers 4Ps (Product,

Price, Place, Promotion) and explains the business & marketing strategies of Cadbury.

Let us start the Cadbury Marketing Mix:

Product:

The product range of Cadbury is pretty large and they make it count. The products in the

marketing mix of Cadbury are classified according to the seasons and they are also varied

according to the sales in each country. There are a lot of standard products which are

there. The other Cadbury products are based on festive occasions like Halloween and

Christmas. The products are not only related to the chocolates but there are other

products like beverages and desserts, which are also in their product line. We find that

Cadbury also prefers to segregate the products according to the demographic areas. The

Cadbury company has ventured into the ice-cream segment and biscuits. With such a

huge product line up we can gauge the targeted customer base and they carter to a lot of

people and their needs. There are a lot of Cadbury products namely Bournville, Crunchie,

Cadbury Dairy Milk, Dairy Milk Fruit & Nut, Caramel, Cadbury Five Star, Perk,

BournVita, Bytes, Pretzel, Crème Egg, Oreo, Blackcurrant Mini Rolls, Caramel Cake

Bars, Fruit Sundae, Brunch Hazelnut, etc. among the huge product list. Cadbury has

made a huge impact in this industry and is continuing to grow at a rapid rate.

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Price:

Cadbury products are priced as per the quality of them. The prices are high for a few

products like Bournville and there are products which are priced low to carter to the

needs of the other segments. These items are like Eclairs, Perk, Five Star. The marketing

mix pricing strategy of Cadbury depends on competition, demand and packages. They

also have other options for the people which is according to the size of the products.

Cadbury has strategically placed the price of the products so that all the targeted

segments can be met. We find that the products are compiled into gifts package so that

they can be available to the people. They are mainly targeted for the festive seasons and

these products are priced strategically so that the customers have an affinity to buy them.

Constant marketing of Cadbury products have made sure that they reach to the people

3
with different taste buds and also carter to the friendliness of the purse. Health drinks like

Bournvita are also priced keeping in mind the targeted customers

Place:

Cadbury products of the available all over the world. The main way Cadbury has made a

huge impact in the global market is just because of the distribution channel it has. The

company has made sure that their products are available all over the world and the carter

to a huge customer base. The products are available both in the urban and rural areas. We

find that this has helped in a way for the company. The places of distribution has made

the products available to a lot of customers and the in turn has generated a profit for the

company both in terms of customer base and the revenue. Cadbury is a worldwide name

and has made its name in almost more than 200 countries. This shows the distribution

channel and the places where it has made its product reach. This gives an overview on the

place and distribution strategy in the marketing mix of Cadbury.

4
Promotion:

Cadbury has a wide range of ways of promoting itself. We find that the promotion

strategy in the marketing mix is done through the television, posters, newspaper, online,

radio. We have seen that the company has made great efforts to make its product reach

the people and make the people aware of it items. There are various kinds of taglines

which are attached with various brands of Cadbury. In India, Cadbury has “kuch meeta

ho jai” which shows that the brand is trying to promote itself in the market of sweets.

Again for a different brand like Bourneville we find that the company wants it to be

something like “you earn it.” The company also has various brand ambassadors for

various types of products so that each of them is used to make an impression in the mind

of the people. Cadbury has not left any stones unturned to promote itself. This concludes

the Cadbury marketing mix.

A marketing strategy is a process that can allow an organization to concentrate its limited

resources on the greatest opportunities to increase sales and achieve a sustainable

competitive advantage. Any organization that wants to exchange its products or services

in the market place successfully should have a Strategic Marketing plan to guide the

allocation of its resources. A strategic marketing plan usually evolves from an

organization’s overall corporate strategy and serves as a guide for specific marketing

programs and policies. Marketing strategy is based on a situation analysis- a detailed

assessment of the current marketing conditions facing the company, its product lines, or

its individual brands. From this situation analysis, affirm develops an understanding of

5
the market and the various opportunities it offers, the competition and the market

segments or target markets the company wishes to pursue. Marketing strategy is the

complete and unbeatable plan, designed specifically for attaining the marketing

objectives of the firm/business unit. The marketing objectives indicate what the firm

wants to achieve; the marketing strategy provides the design for achieving them. For

example, if the marketing objectives of a business unit stipulate that next year, it should

achieve a sales revenue of Rs. 1,000 crore and a net profit of 15 percent of sales revenue,

it is the job of marketing strategy to indicate how and wherefrom this sale and profit will

come, which product lines/products/brands will accomplish this task and how. Marketing

strategy forms an integral part of marketing planning. Marketing strategy is most

effective when it is an integral component of corporate strategy, defining how the

organization will successfully engage customers, prospects, and competitors in the

market arena. It is partially derived from broader corporate strategies, corporate missions,

and corporate goals. As the customer constitutes the source of a company's revenue,

marketing strategy is closely linked with sales. A key component of marketing strategy is

often to keep marketing in line with a company's overarching mission statement.

MARKETING AND PROMOTIONS PROCESS MODEL:

Development of marketing program requires an in-depth analysis of the market. This

analysis may make extensive use of market research as an input into the planning

process. This input, in turn, provides the basis for the development of marketing

strategies in regard to product, pricing, distribution and promotion decisions. Each of

these steps requires a detailed analysis, since this plan serves as the road map, to follow

in achieving marketing goals. Once the detailed market analysis has been completed and

6
marketing objectives have been established, each element in the market mix must

contribute to a comprehensive integrated marketing program. Of course, the promotional

program element must be combined with all other program elements in such a way as to

achieve maximum impact.

7
FORMULATING THE MARKETING STRATEGY

Basically, formulation of marketing strategy consists of three main tasks:

1. Selecting the target market,

2. Positioning the offer,

3. Assembling the marketing mix.

This implies that the essence of the marketing strategy of a firm for a given product or

brand can be grasped from the target market chosen, the way it is positioned and how the

marketing mix is organized. The target market shows to whom the unit intends to sell the

products; positioning and marketing mix together show how and using what uniqueness

or distinction, the unit intends to sell. The three together constitute the marketing strategy

platform of the given product

SELECTING THE TARGET MARKET

To say that target market selection is a part of marketing strategy development is just

stating the obvious. It does not fully bring out the import of the inseparable linkage

between the two. When the selection of the target market is over, an important part of the

marketing strategy of the product is determined, defined and expressed. Marketing

targeting simply means choosing one’s target market. It needs to be clarified at the outset

that market targeting is not synonymous with market segmentation. Segmentation is

actually tee prelude to target market selection. One has to carry out several tasks besides

segmentation before choosing the target market. Through segmentation, a firm divides

the market into many segments. But all these segments need not form its target market.

Target market signifies only those segments that it wants to adopt as its market. A

8
selection is thus involved in it. Marketing segmentation is a process that throws up not

one but several market segments. There may be segments that are sizeable and the ones

that are not so sizeable. There may be segments assuring immediate profits and the ones

that call for heavy investments in market development. There may also be segments that

show great potential, but display tough barriers to entry. As such, the question, which

segment/segments, the firm should select as its target market, assumes crucial

importance.

STRATEGIC MARKET SEGMENTATION:

Market Segmentation is “dividing up a market into distinct groups that first have

Common needs and second will respond similarly to a marketing action”, which was said

by Eric N.Berkowitz, Roger A.Kerin, and William Redulius.

The Segmentation process involves five distinct steps:

➢ Finding the ways to group consumers according to their needs.

➢ Finding the ways to group the marketing actions – usually the products offered –

available to the organization.

➢ Developing a market-product grid to relate the market segments to the firm’s products

or actions.

➢ selecting the target segments toward which the firm directs its marketing actions.

➢ Taking marketing actions to reach target segments. Markets can be segmented using

several relevant bases. For example, demographic Characteristics of consumers, such as

age, sex, income/purchasing capacity, education level etc, form one base for

9
segmentation. Geographic characteristics constitute another; and buying behavior of the

consumer’s forms yet another base.

The various types of segmentations are

 Geographic segmentation

 Demographic segmentation

 Psychographic segmentation

 Buyer behavior

 Benefits segmentation

 Volume of purchase segmentation

POSITIONING:

Positioning is a platform for the brand. It facilitates the brand to get through to the target

consumers. It is defined as “the art and science of fitting the product or service to one or

more segments of the broad market in such a way as to set it meaningfully apart from

competition.” Positioning is the act of fixing the locus of the product offer in the minds of

the target consumers. In positioning, the firm decides how and around what parameters,

the product offer has to be placed before the target consumers. The significance of

product positioning can be easily understood from David Ogilvy’s words: “The results of

your campaign depends less on how we write your advertising than on how your product

is positioned”.

DEFITIONS OF PRODUCT POSITIONING:

Sengupta, in his book Brand Positioning says, “ The aim of product positioning is to

create a perception for our brand in the prospect’s mind so that it stands apart from

10
competing brands… we must cover that space in the consumer’s mind as if we had won a

long-term lease. We must find a strong position in that mind and sit on it….”

Micheal Rothschild, in his book Marketing Communications – from Fundamentals

to Strategies says, “Positioning refers to the place a brand occupies in the mind in

relation to a given product class. This place was originally a product-related concept

“concerning market structure”. The concept now refers to the place that the brand holds

in the consumer’s mind related to perceptions and preferences”.

Developing a Positioning Strategy:

To create a position for a product or service, Trout and Ries suggest that managers ask

themselves six basic questions.

1. What position, if any, do we already have in the prospect’s mind?

2. What position do we want to own?

3. What companies must be outgunned if we are to establish that position?

4. Do we have enough marketing money to occupy and hold the position?

5. Do we have the guts to stick with one consistent positioning strategy?

6. Does our creative approach match our positioning strategy?

PRODUCT POSITIONING AND BRAND POSITIONING:

It is essential to understand the relationship between products positioning and brand

positioning. Though in discussions, the two terms are synonymously and interchangeable

used, technically they are different. Product positioning denotes the specific product

11
category/product classing which the given product is opting to compete. And brand

positioning denotes the positioning of the brand viz-a viz the competing brands in the

chosen product category. It is evident that for any product, before entering the market it

has to sequentially carry out the two exercises, product positioning and brand positioning.

In the first step, the product category where the new entrant should enter and compete,

i.e. against what all products it has to compete, has to be decided. In this step, it is the

broad function that the product is trying to serve that matters. This choice of product

category will decide the nature of the competition the product is going to face. Once

product category positioning is decided, the position for the new entrant against

competing brands in the chosen product category has to be analyzed and fixed.

ISSUES IN PRODUCT POSITIONING:

 Where is the new offer going to compete? As what?

 Which product function/customer need is it trying to meet?

 What other product categories serve this need? In other words, what are the

substitute products that serve the same need?

 Where is the real gap, where is such a new offer most welcome and wanted by

the market?

 What are company’s competencies to fight here?

ISSUES IN BRAND POSITIONING:

In deciding the Brand positioning, the issues are:

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 Which are the competing brands in the chosen product category?

 What are the unique claims/strengths of the various brands?

 What position do they enjoy in consumer’s evaluation and perception?

 What is the most favored position…? And yet vacant?

 Can the new brand claim the needed distinction and take the position and satisfy

the need?

 The major dimension of marketing strategy relates to positioning of the offer. The

firm has already selected the target market and decided its basic offer. Now, what

is the conjunction between these two entities? How do they get connected? What

is the interface? In other words.

 What is the locus the firm seeks among the customers in the chosen target market

with its offering?

 How would the firm want the consumer to view and receive the offer?

 These are the issues the firm has to grapple with in positioning. And, while

formulating the marketing mix too, the firm will agitate over these issues. The

Product

 Differentiation and Positioning discusses the multifarious issues involved in the

subject.

13
PRODUCT REPOSITIONING:

Products do undergo ‘repositioning’ as they go along their life cycle. In some cases, even

products that are faring well are repositioned. This is done mainly to enlarge the reach of

the product offer and to increase the sale of the product by appealing to a wider target

market. The product is provided with some new features or it is associated with some

new target segments.

PROMOTIONAL DECISIONS:

Promotion has been defined as the coordination of all seller initiated efforts to set up

channels of information and persuasion in order to sell goods and services or promote an

idea and products. While implicit communication occurs through the various elements of

the marketing mix, most of an organization’s communications with the market the basic

tools used to accomplish an organization’s communication objectives are often referred

to as the promotional mix.

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THE PROMOTIONAL MIX

 Advertising

 Direct marketing

 Interactive marketing

 Sales promotion

 Publicity/ public Relations

 Personal selling

Advertising

Advertising is defined as any paid form of non personal communication about an

organization, product, service, or idea by an identified sponsor. The paid aspect of this

definition reflects the fact that the space or time for an advertising message generally

must be bought. An occasional exception to this is the public service announcement,

whose advertising space or time is donated by the media. Advertising is the best-known

and most widely discussed form of promotion, probably because of its pervasiveness. It is

also very important promotional tool, particularly for companies, whose products and

services are targeted at mass consumer markets. It is a very cost-effective method for

communicating with large audiences. It can be used to create brand images and symbolic

appeals for a company or brand

15
Direct Marketing

One of the fastest-growing sectors of the U.S. economy is direct marketing, in which

organizations communicate directly with target customers to generate a response and a

transaction. It has become such an integral part of the IMC program of many

organizations and often involves separate objectives, budgets, and strategies; we view

direct marketing as a component of the promotional mix. Direct Marketing is much more

than direct mail and mail order catalogs. It involves a variety of activities, including

database management, direct selling, telemarketing and direct response ads through direct

mail, the Internet, and various broadcast and print media. One of the major tools of direct

marketing is direct response advertising, whereby a product is promoted through an ad

that encourages the consumer to purchase directly from the manufacturer.

Interactive/Internet Marketing:

Interactive media allow for the back-and-forth flow of information whereby users can

participate in and modify the form and content of the information they receive in real

time. Unlike traditional forms of marketing communications such as advertising, which

are one-way in nature, the new media allow users to perform a variety of functions such

as receive and alter information and images, make inquiries, respond to questions and of

course make purchases. In addition to the Internet, other forms of interactive media

include CDROMs, Kiosks, and interactive television.

Sales Promotion:

16
The next variable in the promotional mix is sales promotion, which is generally defined

as those marketing activities that provide extra value or incentives to the sales force, the

distributors, or the ultimate consumer and can stimulate immediate sales, sales promotion

is generally broken into two major categories: Consumer-oriented and Trade-oriented

activities Consumer-oriented sales promotion is targeted to the ultimate user of a product

or service and includes couponing, sampling, premiums, rebates, contests, sweepstakes,

and various point-of-purchase materials. Trade-oriented sales promotions are targeted

towards marketing intermediaries such as wholesalers, distributors and retailers.

Publicity/Public Relations:

Publicity refers to non personal communications regarding an organization, product,

service, or idea not directly paid for or run under identified sponsorship. It usually comes

in the form of a news story, editorial or announcement about an organization and its

products and services. Like advertising, publicity is not directly paid for by the company.

An advantage of publicity over other forms of promotion is its credibility. Another

advantage of publicity is its low cost, since the company is not paying its time or space in

a mass medium such as TV, radio or newspapers. Public relations are defined as “the

management function which evaluates public attitudes, identifies the policies and

procedures of an individual or organization with the public interests and executes a

program of action to earn public understanding and acceptance”. Public relations

generally have a broader objective than publicity, as its purpose is to establish and

maintain a positive image of the company among its various publics.

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Personal Selling:

It is a form of person-to-person communication in which a seller attempts to assist and

persuade prospective buyers to purchase the company’s product or service or to act on an

idea. Unlike advertising, personal selling involves direct contact between buyer and

seller, either face-to-face or through some form of telecommunications such as telephone

sales. Personal selling involves more immediate and precise feedback because the impact

of the sales presentation can generally be assessed from the customer’s reactions

ASSEMBLING THE MARKETING MIX:

Assembling the marketing mix means assembling the four Ps of marketing in the best

possible combination. Involved in this process are the choice of the appropriate

marketing activities and the allocation of the appropriate marketing effort/resources to

each one of them. The firm has to find out how it can generate the targeted sales and

profit. It considers different marketing mixes with varying levels of expenditure on each

marketing activity and tries to figure out the effectiveness of different combinations in

terms of the possible sales and profits. It then chooses the combination/mix of products,

price, place and promotion that is best according to its judgment. Since marketing is

essentially an interaction between the marketing mix and environmental variable, and

since the latter and non-controllable, marketing becomes synonymous with assembling

and managing the marketing mix. Of course, while assembling the marketing mix, the

marketing manager will take due note of the environmental variables Not only will he

take due not of them; he will ensure that his marketing mix suits the environmental

variables. And, its factor that renders the task much more complex.

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MARKEGING MIX: THE SOLE VEHICLE FOR CREATING AND

DELIVERING

CONSUMER VALUE

The four elements mentioned above- product, distribution, promotion and pricing

constitute the marketing mix of the firm. The marketing mix is the sole vehicle for

creating and delivering customer value. It can be easily seen that all activities and

programmes, which a marketer designs and caries out in his effort at winning customers,

relate to one or the other of the above four elements- product, place, promotion and

pricing. It can also be seen that in each of these elements, there are several sub-elements.

For example, packaging is one of the sub-elements of product and warehousing is one of

the sub-elements of distribution.

The Four Ps of Marketing:

It was James Culliton, a noted marketing expert, who coined the expression marketing

mix and described the marketing manager as a mixer of ingredients. To quote him, `The

marketing man is a decider and an artist – a mixer of ingredients, who sometimes follows

a recipe developed by others and sometimes prepare his own recipe. And, sometimes he

adapts his recipe to the ingredients that are readily available and sometimes invents some

new ingredients, or, experiments with ingredients as no one else has tried before.

Subsequently, Niel H.Borden, another noted marketing expert, popularized the concept

of marketing mix. It was Jerome McCarthy, the well-known American professor of

19
marketing, who first described the marketing mix in terms of the four Ps. He classified

the marketing mix variables under four heads, each beginning with the alphabet “P”.

The Four Ps

 Product

 Place

 Price

 Promotion

McCarthy has provided an easy-to-remember description of the marketing mix Variables.

Over the years, the terms – Marketing mix and Four Ps of marketing have come to be

used synonymously. Assembling and managing the marketing mix is the crux of the

marketing task. And, it is through the marketing mix that the marketing manager achieves

the marketing objectives.

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MARKETING STRATEGIES FALL UNDER TWO CATEGORIES

We have seen that target market selection, positioning and marketing mix formulation

together constitute marketing strategy. We have also seen that a firm can assemble the

marketing mix elements in many different ways, depending on the relative weight age it

assigns to the different elements. The scope to carve out different combinations is, in fact

immense. As a result, business firms are able to employ an abundance of strategies and

strategy stances in their relentless race to stay ahead of competition. However, a close

scrutiny will reveal that all these strategies can be fitted into two broad categories

1. Price oriented marketing strategy.

2. Differentiation oriented marketing strategy.

In other words, there are only two broad routes available for forging marketing strategies:

any strategy has to be ultimately either a price-oriented strategy or a differentiation-

oriented strategy

PRICE ORIENTED MARKETING STRATEGY:

Firms taking to the price route in marketing strategy compete on the strength of pricing.

They use price as their competitive lever. They juggle the price of their product to suit the

prevailing competitive reality. They can afford to offer lower prices and still make the

targeted profits. They elbow out competition with the cushion they enjoy in the matter of

pricing. Price route requires cost leadership; evidently, a firm opting for the price route

will have to have a substantial cost advantage in their operations. It should be enjoying an

overall cost leadership in the given industry and its lower cost should enable it to secure

above average returns inspire of strong competition. The cost advantage can emanate

21
from different factors like, scale economies, early entry, and a large market share built

over a period of time, vocational advantage, or synergy among the different businesses.

The firms whole strategy, in fact will revolve around building such cost advantage. To

successfully practice a price-led strategy, a firm should have consciously taken to the idea

sufficiently early in its evolutionary process and prepared itself for adopting such a

strategy.

DIFFERENTIATION ORIENTED MARKETING STRATEGY:

The differentiation route of strategy revolves around aspects other than price. It works on

the principle that a firm can make its offer distinctive from all competing offers and win

through the distinctiveness. And, a firm adopting such route can price its product on the

perceived value of the attributes of the offer and not necessarily on competition-parity

basis. Maximum scope for exploiting differentiation remains with the product. While all

the 4Ps of marketing are important elements from the point of view of strategy, the other

Ps normally go as elaborations of the offer, while the product forms its core. Product

differentiation is of vital importance in product management and has great potential in

forgoing successful marketing strategies.

The product can be differentiated along two major planks:

1. Tangible product attributes and functions,

2. Intangible characteristics and emotional associations.

The tangible product attributes and functions are

 Differentiation based on ingredients,

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 Differentiation based on functional value,

 Differentiation based on additional features,

 Packaging contributing to differentiation,

 Differentiation based on Quality, Operational Efficiency, Technology, Service

23
COMPANY
PROFILE

24
 COMPANY PROFILE

CADBURY

How Cadbury Chocolate is made

John Cadbury

Milk chocolate for eating was first made by Cadbury in 1897 by adding milk powder
John paste to the dark chocolate recipe of cocoa mass, cocoa butter and sugar. By today's
standards this chocolate was not particularly good: it was coarse and dry and not sweet or
milky enough for public tastes.

There was a great deal of competition from continental manufacturers, not only the
French,but also the Swiss, renowned for their milk chocolate.
Led by George Cadbury Junior, the Bournville experts set out to meet the challenge. A
considerable amount of time and money was spent on research and on new plant designed
to produce the chocolate in larger quantities.

A recipe was formulated incorporating fresh milk, and production processes were
developed to produce a milk chocolate 'not 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 Cadbury's top selling brand was launched.

Three names were considered: Jersey, Highland Milk and Dairy Maid.
Dairy Maid became Dairy Milk, and Cadbury's Dairy Milk, with its unique flavour and
smooth creamy texture, was ready to challenge the Swiss domination of the milk
chocolate market.

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By 1913 Dairy Milk had become the company's best selling line and in the mid twenties
Cadbury's Dairy Milk gained its status as the brand leader, a position it has held ever
since.

COMPANY OVERVIEW OF CADBURY INDIA

Cadbury began its operations in 1948 by importing chocolates and then re-packing them
before distribution in the Indian market. After 59 years of existence, it today has five
company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur
(Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi,
Mumbai, Kolkota and Chennai). The corporate office is in Mumbai.

Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk
Food Drinks and in the Candy category.

In the Chocolate Confectionery business, Cadbury has maintained its undisputed

leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk,
Éclairs and Celebrations. Cadbury enjoys a value market share of over 70% - the highest
Cadbury brand share in the world! Their flagship brand Cadbury Dairy Milk is
considered the "gold standard" for chocolates in India. The pure taste of CDM defines the
chocolate taste for the Indian consumer.

26
In the Milk Food drinks segment their main product is Bournvita - the leading Malted
Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the
undisputed leader.

The Cadbury India Brand Strategy has received consistent support through simple but
imaginative extensions to product categories and distribution. A good example of this is
the development of Bytes. Crispy wafers filled with coca cream in the form of a bagged
snack, Bytes is positioned as "The new concept of sweet snacking". It delivers the taste of
chocolate in the form of a light snack, and thus heralds the entry of Cadbury India into
the growing bagged Snack Market, which has been dominated until now by Salted
Bagged Snack Brands. Bytes was first launched in South India in 2003.

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India.
For over two decades, it has worked with the Kerala Agriculture University to undertake
cocoa research and released clones, hybrids that improve the cocoa yield.

Today, Cadbury is poised in its leap towards quantum growth and new categories of
business, namely gums, mints, snacking and gifting. It is a part of the Cadbury
Schweppes Group, world's No.1 Confectionery Company.

27
 CADBURY WORLD WIDE

Cadbury is the world's largest confectionery company and have a

strong regional presence in beverages in the Americas and Australia.

With origins stretching back over 200 years, today their products -
which include brands such as Cadbury, Schweppes, Halls, Trident, Dr Pepper, Snapple,
Trebor, Dentyne, Bubblicious and Bassett - are enjoyed in almost every country around
the world. We employ around 60,00 people.

Their heritage starts back in 1783 when Jacob Schweppe perfected his
process for manufacturing carbonated mineral water in Geneva,
Switzerland. And in 1824 John Cadbury opened in Birmingham
selling cocoa and chocolate.

These two great household names merged in 1969 to form Cadbury Schweppes plc. Since
then they have expanded their business throughout the world by a programme of organic
and acquisition led growth.

Concentrating on their core brands in beverages and confectionery since the 1980s, they
have strengthened their portfolio through almost fifty acquisitions, including brand icons
such as Mott's, Canada Dry, Halls, Trident, Dentyne, Bubblicious, Trebor, Bassett, Dr
Pepper, 7 Up and Snapple.

- It employ 60,000 people in over 200 countries

- Worlds No 1 Confectionery company
- World's No 2 Gums company
- World's No 3 beverage company

28
Cadbury Brands:

 Chocolates
 Snacks
 Beverages
 Candy

SNACKS:

Bytes

BEVERAGES

Bournvita

CANDY

Halls

CHOCOLATES

Dairy Milk

5 Star

Perk

Celebrations

Temptation

Eclairs

Gems

29
DAIRY MILK

The story of Cadbury Dairy

Milk started way back in 1905 at
Bournville, U.K., but the journey with chocolate lovers in India began in 1948.

The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of
Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens &
adults.

Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie,
chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a
delightful combination of milk chocolate and white chocolate. Giving consumers an
exciting reason to keep coming back into the fun filled world of Cadbury.

Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.

5 STAR

 the second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Star
moves from strength to strength every year by increasing its user base.

Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat
inside, Cadbury 5 Star has re-invented itself over the years to keep satisfying the
consumers taste for a high quality & different chocolate eating experience.

30
One of the key properties that Cadbury 5 Star was associated with was its classic Gold
colour. And through the passage of time, this was one property that both, the brand and
the consumer stuck to as a valuable association.

More

recently, to give consumers another reason to come into the Cadbury 5 Star
fold, Cadbury 5 Star Crunchy was launched. The same delicious Cadbury 5 Star was now
available with a dash of rice crispies.

PERK

Cadbury launched 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 the rise of more value-for-money brands in the wafer chocolate segment, Cadbury
Perk unveiled two new offerings - Perk XL and XXL. In 2004, with an added dose of
'Real Cadbury Dairy Milk' and an 'improved wafer', Perk became even more irresistible

 
 CELEBRATIONS

Cadbury Celebrations was aimed at

replacing traditional gifting options like
Mithai and dry- fruits during festive seasons.

31
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.

TEMPTATION

Ever see people hide away their chocolate since they don’t want to share
it! If you have, then its likely to be a bar of Cadbury Temptations!
Cadbury Temptations is a range of delicious premium chocolate in five
flavours.

Research revealed a niche segment of “ chocoholics” - those exposed to

international chocolates and those who love a variety of chocolates but
possibly find the price of international chocolates too high. Cadbury
Temptations is a range targeted at this segment of discerning chocolate
lovers.

The Cadbury Temptations range is available in 5 delicious flavour variants

- Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forest and Old

32
Jamaica. With its international quality chocolate Temptations soon became a
popular brand for "chocoholics".

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
Individual brand names (orInmultibrands):
this case each
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 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.

33
Cadbury uses a combination of brand strategies. The family brand ,Cadbury is linked with

its famous sub brands , i.e. Cadbury Crème 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 company’s mission, vision and values,

representing them in a way that is easily understood by consumers. IBM is another

example of MASTERBRAND.

Cadbury’s core brand values include "life’s 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

34
In the last year there has been a major development in brand strategy at Cadbury y Ireland.

The Cadbury Dairy Milk brand has been stretched to become a family brand in its own

right. Of all the successful Cadbury brands, the one with the greatest loyalty is Cadbury

Dairy y Milk. In 2002 more than 19 million Dairy y Milk products were sold. Cadbury y

made a strategic marketing decision to leverage the value of the Dairy Milk brand (i.e.

optimize the market potential of the brand ) by elevating it to a Megabrand or range brand.

A Megabrand or range brand spans an entire range of products, creating, relationships

with products which may have been previously unseen by customers.

35

The parent brand

Family
is alsobrand
knownnames
as an:
DEVELOPING A BRAND

A brand identity is the message sent out by the brand through its name,

product shape and design, visual symbols (such as logos), advertising etc.

This identity needs to be planned by brand management, as this is key to

gaining market acceptance and leadership.

The Brand Pyramid - Brand Meaning

Brand core

Brand proposition

Brand style The top tier of the pyramid consists of the br and core.
Brand core

Brand themes

A brand pyramid can help managers plan and analyze a brand’s identity. The top tier of

the pyramid consists of brand core. Brand core values are the

genetic code of the brand and remain physical appear ance etc. Brand themes are flexible and change with

the same overtime. Closely related to these values is the brand proposition : the promise

36
the brand makes to the consumer. This proposition should be easy to understand and

appeal to the target market. The middle tier represents the brands style or elements of the

brands’ identity that represents the self image of the brand of the brand and need to be

relatively stable over time. The base of the pyramid is formed by the brand themes which

are concerned with the brand currently communicate through its advertising, packaging,

fashion, technological developments and changing consumer tastes.

The brand pyramid helps managers understand the strengths of the brand and ensure

consistency of its message. This also helps to identify the opportunities for brand

stretching and brand extensions. A brand extension is the use of a well known brand name

on a new product category. We will discuss this in relation to the DAIRY MILK brand.

Brand starch ing is the use of an established brand name in unrelated markets or product

categories , e.g. using a well known designer name on cosmetics, clothes, sunglasses etc,

such as “John Rocha Waterford Crystal”

physical appear ance etc. Brand themes are flexible and change with

37
 Cadbury Product

1. Dairy Milk

2. 5 Star

3.Perk

4. Celebration

5. Temptation

38
Cadbury Schweppes

Cadbury Schweppes plc, a global beverage and confectionary giant with annual sale

of Rs 20,000 crores,is the world’s 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 first brand was launched was crush which was later followed by

Canada Dry, Schweppes Tonic Water, Schweppes Bitter Lemon.

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”.

Cadbury’s Market Segment

Market place for any product is comprised of many different segments of consumers,

each with different needs and wants. Markets segmentation can be defined in a

number of ways such as:

 Demographic variables (e.g. Consumers are groups, gender, material states

income etc…)

39
  The lifestyle of consumers (i.e. their interests and activities) the benefits 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 different segments within the market, such as the.

 Break segment – products which are normally consume as a snatched break

and often with tea and coffee, for example Cadbury’s Perk and snack range.

 Impulse segment – these products are often purchase on impulse, eating

these and then. They include product such as Cadbury’s Dairy Milk.

 Take home segment – this describes product that are normally purchased in

supermarkets, taken home consumed at a later stage.

To meet the objectives of our project, we segmented the market on the basis

of age and focused on age group 5 o 35 yrs.

The Real Taste of Rejuvenation

It was the market – leader, but sales inched along. It focused firmly on its target segment,

but the real buyer lay beyond. For seven long years, Cadbury’s Dairy Milk chocolate

suffered stagnancy even as other consumer products boomed. Just how did

the company rejuvenate an old brand to create the marketing megs-hit of the 199s?

It Stand First Among Second coming. And it wasn’t 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

40
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

flagship brand, Cadbury’s Dairy Milk (CDM)-Cadbury’s Milk chocolate until 1986-

destroying the very fundamentalof 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, CDM’s 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 wouldn’t help. They had to find new customers,

people who’d never bought chocolate before. Or, they had to increase consumption

levels”. The 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 wasn’t 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.

41
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.

The Tests

Despite the Need To Clear The residual memory of CDM’s 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

shouldn’t it be sold as one?”. The first of the two commercial focused on

functionality, purging the emotional element. Is the storyline, The father watches TV,

engrossed, gnawing away 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.

42
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

message: eating chocolate’s just an everyday affair, 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 one’s 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 Different 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, Cadbury’s found

that adult as parents behave very differently 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. He’d think about the reasons

why, and the block would automatically come up”. Tap child-ego state within the

43
adult, stimulating desire, spontaneity, and the craving for instant

gratification.

The Prescription

The crucial question that Cadbury was confronted with: what strategy should it deploy to

rejuvenate COM in a way that would appeal to the child lurking within the adult? To

inject a modern flavor 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 benefits.

“The Ads Had To Be Linkable”

“The consumer will always tell what his current belief system is, not what it should be

Cadbury’s 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 Cadbury’s used was Jean – Neal Kapferer’s Brand Prism model to

examine whether contemporary value systems offered a peg on which the brand

could be judge. The study disclosed, interlaid, a distinct shift from collectivism to

44
individualism, with the pre – 1990’s sacrosanct values of filial and family love

being overshadowed by the manifestation of a larger need for self –

expression. “There was a definite yearning to be free child”. There inlay the opportunity

for both unshackling consumption and creating all-new association for CDM.

The Elixir

Having decided to barter the distinctly use selfish values of sharing and caring for the

suspiciously self-centered one of self-expression, Cadbury’s 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,

you’re 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&M’s creative team not for the

tire battery of likeability, comprehension, credibility and behavior modification – but

only for the first two. “If asked upfront, the consumer was hardly likely to

45
consider the dramatically-different idea credible. Nor was there much chance of

her announcing an immediate change in behavior”. But why likeability and

comprehension? Simple: the first was meant to be the vehicle on which the daring

idea-that adults should enjoy chocolate-would ride into the consumer’s psyche. In other

words, the commercial was meant to make him smile at first-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 identification and

feeling warmth.”

46
The Real Taste of Life Campaign

The very first 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 flowing 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 ½ glass reached to consumer through every magazines, poster, T.V, newspaper.

The second ad was montage of vignettes from everyday 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 adult’s trough focus groups. The ad received an

overwhelming response. It was high on likeability, evoked a great degree of empathy and

identification consumers’ response were those me…… “Feel like that…….”. “Every

feels like this”……..accessions. Consumers described dairy milk as “… of all

ages”“Eat, when ever you feel like it…you 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.In other words, the commercial was meant to

make him smile at first-and only then realize the import once of the message, which is

47
where the comprehension had to be tested. “What was clear in this case was that

likeability would have to include identification and feeling warmth.”

The New Campaign

And finally, 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.’

The New campaign is worth noting as it clearly differ 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”.

48
Objectives of the
study

49
 OBJECTIVE OF THE STUDY

 Analyze the buying behavior of consumers regarding chocolate.

 Comparative study of Cadbury chocolate in the market with its main

competitors.

 To study about the customer taste and preference in the confectionary

item.

 To find out the market share of the different competitors in the Chocolate

industry.

 To find out the satisfaction level of customer about their product.

 To find advertisement effect consumer buying behavior.

 To find which promotion scheme affect more.

50
 Research

Methodology

51
 RESEARCH METHODOLOGY
DESCRIPTIVE RESEARCH:

The research undertaken will be a descriptive research as it was concerned with specific

predictions, with narration of facts and characteristics concerning Marketing mix of

Cadbury chocolate.

Universe of study: Lucknow.

Sample Size: The survey will be carried out on 100 respondents.

Sampling Technique: For the purpose of research convenient sampling technique will

be used.

DATA COLLECTION

There will be two types of data sources used in this research. These will be

Secondary data

Secondary data is the data collected from already been use or published information like

journals, diaries, books, etc .In this research project, secondary source used were various

journals, and website of various online journals.

Primary data

Primary data is the data collected for the first time from the source and never have been

used earlier. The data can be collected through interviews, observations and

questionnaires. In this project, an appropriate questionnaire was designed which was

filled by the customers of Cadbury chocolate.

52
Limitations

53
 Limitations of the study

Though, best efforts have been made to make the study fair, transparent and error free.

But there might be some inevitable and inherent limitations. Though outright measure are

undertaken to make the report most accurate.

The limitation of the survey are narrated below:

 The project is valid for Lucknow only.

 It was not possible to cover each and every area due to time constrains.

 There may be some biased response from the respondents

 Some respondents did not provide the full data.

 Unwillingness on the part of the customers to disclose the information as per the

questionnaire.

 The decisiveness on the part of the customers regarding some question hence

difficulty faced in recording and analyzing the data.

54
Data Analysis

55
 DATA ANALYSIS

Q.1 How would you rate Cadbury Products ?

1. Good 95%
2. Poor 5%

5%

1
2

95%

Interpretation
On an average more than 90% People Like Cadbury Products.

56
Q.2 Which Product of Cadbury you like the most ?

1. Dairy Milk 60%

2. Gems 20%
3. Eclairs 15%
4. Bytes 5%

Product Choice
15%

5%

1
2
3
4

20% 60%

Interpretation
moreover 60% of the people like Dairy Milk, 20% like Gems, 15% like Eclairs and only
5% like Bytes

57
Q.3 Are you satisfied with the packing of the Cadbury products ?

1. Yes 90%
2. No 10 %

10%

1
2

90%

Packing of Cadbury products also satisfies 90% people.

58
Q.4 Are you satisfied with the quality & taste of the Cadbury Products ?

1. Yes 77%
2. No 23%

23%

1
2

77%

Taste & Quality wise Cadbury satisfies more than 77% of the consumer base.

59
Q.5 Do you think the information provided in the advertisement is adequate?

1. Yes 55%

2. No 45%

45% 1
55% 2

55% think that the information provided in the advertisement is adequate.

60
Q-6 What new product according to you Cadbury Should Launch ?

1. Biscuits 40%
2. Muffins 50%
3. Cereals 10%

1
2
3

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

61
Q.7 Do you want that Cadbury should launch some sugar free products?

1. Yes 70%
2. No 30%

1
2

More than 70% people says that Cadbury must launch sugarfree products

62
Q.8 Are you satisfied with the pricing of the Cadbury Products

1. Yes 55%
2. NO 45%

Satisfaction

1
2

55% are satisfied with the pricing of the Cadbury Products.

63
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

50% like Kuch Meetha Ho Jaye , 20% Rishto Ki Mithaas and 30%Shubh Arambh
taglines attract customers

64
Q.10 Do you wish to buy International Products of Cadbury ?

1. Yes 60%
2. No 40%

1
2

60% people like to buy the International Products of the Cadbury.

65
Q.11 Do you like the pack of Cadbury which are prepared for occasions especially ?

1.Yes 90%
2.No 10%

1
2

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

66
Q 12 are you satisfied with Cadbury products.?
a. Yes
b. No

Options No. Respondents % of respondents

Yes 90 90
no 10 10
Total 100 100

No. Respondents

Yes
no

67
Findings

68
 Findings

 On an average more than 90% Peole Like Cadbury Products , moreover 60% of

the people like Dairy Milk, 20% like Gems, 15% like Eclairs 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 says that Cadbury must launch sugarfree products.

 Arround 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.

 The rural marketing of Cadbury is known to be weak but that is because

demand .there is also weak.

 Cadbury is present in 200 or more countries.

69
SWOT analysis

70
 SWOT analysis of Cadbury

 Cadbury is one of the topmost fmcg brands in India and hence there is no doubt

that the strengths and opportunities of Cadbury are far more than it’s weaknesses

and threats. Let us delve deeper in the SWOT of Cadbury.

 Strengths in the SWOT analysis of Cadbury

 World leader – Cadbury is the world’s leader in chocolates. Known to have the

best manufacturing and a wide distribution channel, Cadbury has a presence in

200 or more countries.

 Powerhouse brands and Products – Cadbury has many strong brands in its

product portfolio such as dairy milk, Bournvita, oreo, five star and others. The

product are high quality products and some of them are cash cows for Cadbury.

 Brand name, brand equity and Brand loyalty – Cadbury products are blessed

with a fantastic brand loyalty. Due to its marketing and strong branding over the

years, the brand equity of Cadbury is also high and hence Cadbury is comfortable

charging a premium for its product because of the high brand equity. Finally some

brand names within the Cadbury family are known world wide and are desired by

many.

 Positioning as gift – The smartest tactic that Cadbury has done over the years

with products like dairy milk and celebrations is that these chocolates are

positioned for gifting. In fact the recent bournville, has a complete focus on the

gifting position. Due to this smart strategy Cadbury has safely differentiated itself

from majority of its competitors.

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 Promotions – With an amazing tag line of “kuch meetha ho jaye” along with

fantastic ATL and BTL activities, Cadbury has one of the strongest promotions in

the fmcg industry. This further imparts strength to Cadbury because it provides

excellent brand recall.

 Indian connect – Cadbury is one of the few brands which connects so well with

the Indian diaspora. For Indians, family, friends and love are all important parts of

their life. And Cadbury has always focused on emotional marketing to connect

with the Indian audience.

 Placement and distribution – Cadbury has a superb distribution strategy in place

and like all FMCG companies, it uses the strategy of breaking the bulk.

Distributing to 200 countries with a variety of more than 40 variants is not a small

feat. And cadbury has been achieving the same for the past many years. It is

known to have one of the best FMCG distribution channels in India.

 Weaknesses in the SWOT analysis of Cadbury

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 As mentioned previously, a brand like Cadbury is expected to have many

strengths and few weaknesses, and the same is the case. Cadbury’s weakness is its

rural distribution considering India has such a wide rural diaspora which can be

covered.

 At the same time, A few cases here and there have happened based on the quality

of the product where cockroaches or other rodents were found in the chocolate. It

is inexcusable for a brand like Cadbury to show such ignorance because such

infected chocolates should not leave quality control at all. Thus quality control

needs to be strengthened.

 Opportunities in the SWOT analysis of Cadbury

 Rural markets – What is a weakness can become an opportunity. Penetrating

rural markets and distribution in rural markets can be a large opportunity for

Cadbury. It is present in foreign countries and a rural presence is much needed for

Cadbury which will boost the brands presence and turnover.

 New Tastes – Indian consumers have a sweet tooth and they frequently like to eat

small chocolates as well as chocolate bars. On top of it, there are various flavors

which consumers like. Thus, new tastes and new flavors are an opportunity which

Cadbury can generate regularly.

 Threats in the SWOT analysis of Cadbury

 Cost and price increase – With an increase in fuel cost as well as cost of

transportation, distribution cost has gone up. At the same time, the cost of

procurement and manufacturing is high as well. Thus, over the years, the constant

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 increase in costing and thereby pricing of the product is a threat to Cadbury as it

creates a gap for other companies to enter.

 Health consciousness on the rise – Health consciousness is on the rise amongst

the Indian population. Many people prefer drinking health juices as well as fruits

rather than having chocolates. Every week you will see articles on news papers as

well as on blogs which advice against eating chocolate and propagate the benefits

of staying healthy. At the same time, many parents have stopped giving

chocolates to their kids looking at the adverse affects.

 Decreasing importance of festivals – Cadbury has spent years to get the position

of a gift on festivals and occasions. What happens when the importance of these

festivals drops? The buying of chocolates also drops.

 Rising demand of people, growing purchasing power – Nowadays, if you gift a

chocolate to children, they are likely to demand a toy car, a bicycle or for a young

adult, a computer. Thus, with a rise in purchasing power, the demands of gifts

also has gone up in value and just a chocolate will not suffice. This is also a threat

for Cadbury.

 Thus, this is the complete SWOT analysis of Cadbury. If you have a suggestion

for any further strengths, weaknesses, opportunities or threats for the Cadbury

brand, then please suggest the same in the comments column below.

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RECOMMENDATION

75
RECOMMENDATION

76
CONCLUSION

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 CONCLUSION

Cadbury is the most preferred brand than other brands in India and Dairy Milk is

the most preferred product from Cadbury.

Flavor and packaging are most important factors that affect the buying behavior

of customer. 57% of customer recalls advertisement before buying the product. So by our

research it is concluded that advertisement affects the buying behavior.

41% people like crunchy and 32% people like nutties chocolate. And most of the

people like small packs. Free gift are more attracting for children and price offer schemes

attracts middle group more.

Cadbury Schweppes wants to communicate a true and fair picture of the financial state of

the company to its shareowners and external analysts.

The company values transparency and honesty and aims to reflect this is all its

communications, both internally and externally.

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ANNEXURE

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 QUESTIONNAIRE

Q.1 How would you rate Cadbury Products ?

1. Good
2. Poor

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

1. Dairy Milk
2. Gems
3. Eclairs
4. Bytes

Q.3 Are you satisfied with the packing of the Cadbury products ?
1. Yes
2. No

Q.4 Are you satisfied with the quality & taste of the Cadbury Products ?
1. Yes
2. No

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

1. Yes
2. No

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

1. Biscuits
2. Muffins
3. Cereals

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Q.7 Do you want that Cadbury should launch some sugar free products?
1. Yes
2. No

Q.8 Are you satisfied with the pricing of the Cadbury Products
1. Yes
2. NO

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

1. Kuch Meetha Ho Jaye
2. Rishto Ki Mithaas
3. Shubh Arambh

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

1. Yes
2. No

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

1.Yes
2.No

Q 12 are you satisfied with Cadbury products.?

a. Yes
b. No

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Bibliography

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 Bibliography
Books:

 Kotler, P (2002),”Marketing Management”, Millennium Edition, Tenth Edition,

Prentice Hall, Inc, A Pearson Education Company, Upper Saddle River, New

Jersey ,pp.

 Hair, Joseph, F., Anderson, Rolph, E. and Tatham Ronald, L. (1987),Multivariate

Data Analysis, New 'fork: MacMillan Publishing Company.

 Helen Woodniffe (1997), "Financial Sewices Marketing", Services

Marketing,Macmillion, Delhi.

 Hill, N., (1996), Hanbook of Customer Satisfaction Measurement, Gower Press,

Aldershot, UK.

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