Cadbury Milk
Cadbury Milk
Cadbury Milk
DATE
Signature of Supervisor
Signature of H.O.D.
Signature of Examiner
Declaration by the
Candidate
Date.
declare
that
the
Project
report
titled
MARKETING
of my knowledge the report does contain my work, & which has not
been submitted for the award of any degree, anywhere.
Signature of Candidate
D I V Y A PA N D E Y
MBA 1ST Sem
PREFACE
The student of M.B.A. 1st Sem. has to undergo project report as a part of
their academic Course. MARKETING STRATEGY OF CADBURY
is
a part of this training. Student has to do survey in the market and gather
information regarding their respective survey. The main purpose of undergoing
such a survey is to know the customer preference, retailer opinion & analyzing this
information to find out the Marketing Strategy of Cadbury.
ACKNOWLEDGMENT
I would like to pay my sincere thanks to Dr. Pramesh
Gautam
valuable
advises,
Cooperation
&
for his
Constant
Date:
Place:
DIVYA
PANDEY
MBA 1ST Sem.
Cadbury India's five factories in India churn out close to 8,000 tones of
chocolate and the company sells a million bars every day.
But Bharat Puri, managing director of Cadbury India will never forget the
batch of Dairy Milk chocolates numbered 28F311 manufactured last year at
the company's plant in Thane, near Mumbai.
That was the worm-infested batch that triggered a crisis for the company
that had always prided itself on its squeaky clean image.
The timing of the controversy couldn't have been worse. Festival season
sales (Cadbury sells almost 1,000 tonnes of chocolates during Diwali)
plummeted 30 per cent.
Until then, in the country's FMCG sector plagued by slow, low single digit top
line and bottom-line growth, Cadbury was a sweet exception. But its net
profit in 2003 dipped 37 per cent to Rs 45.6 crore (Rs 456 million) as
compared to a 21 per cent increase the previous year.
Now, a year later, Cadbury says that consumers have long forgotten the
controversy and are back to their merry chocolate-chomping ways.
"Sales are back to the pre-controversy levels. Consumer confidence in the
product is back and there has been a steady progression in sales," says
COMPANY OVERVIEW
Cadbury began its operations in 1948 by importing chocolates and then repacking 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, Kolkata and Chennai). The
corporate office is in Mumbai.
Our core purpose "Working together to create brands people love" captures
the spirit of what we are trying to achieve as a business. We collaborate and
work as teams to convert products into brands.
Simply put, we spread happiness!
Currently
Cadbury
India
operates
in
three
sectors
viz.
Chocolate
improve the cocoa yield. Our Cocoa team visits farmers and advises them on
the cultivation aspects from planting to harvesting. We also conduct farmers
meetings & seminars to educate them on Cocoa cultivation aspects. Our
efforts have increased cocoa productivity and touched the lives of thousands
of farmers.
Cadbury Milestones
The
Cadbury
story
is
fascinating
study
of
industrial
and
social
of
the
Cadbury
brothers
were
combined
with
the
most
Preschools:-5%
School-age:-15%
Teens:- 40%,
25-65 :- 38%,
65+ :- 2%
Political factor:-
If government increases
the tax
If some party such as congress comes into power than it will affect
positively or negatively depending on tax and norms.
If inflation rate increases than it will affect fmcg sector so dairy milk
also will be affected.
Economic:-
In festival seasons
Social:-
Awareness
No. of Respondent
Percentage
Yes
30
100%
No
0%
Total
30
100%
Graph No.1: -
Discover
No of respondent
Percentage
Advertisement
20
67%
Mouth publicity
6%
17%
Other
10%
Total
30
100%
Graph No. 2: -
Prefer
No of respondent
Percentage
Chocolate
15
50%
Beverage
17%
Candy
23%
Snacks
10%
Total
30
100%
Graph No.3: -
Consumption
No of respondent
Percentage
Dairy Milk
17
57%
Gems
13%
Temptation
7%
5-Star
23%
Other
0%
Total
30
100%
Graph No. 4: -
Economical
No of respondent
Percentage
Yes
29
97%
No
3%
Total
30
100%
Graph No.5: -
Availability
No of respondent
Percentage
Very MuchAvailable
28
93%
QuiteAvailable
7%
HardlyAvailable
0%
Total
30
100%
Graph No.6: -
Comparision
No of respondent
Percentage
Nestle
14
46%
Parle
20%
Amul
30%
Other
4%
Total
30
100%
Graph No.7: -
Cadbury Brands:
Chocolates
Snacks
Beverages
Candy
SNACKS:
Bytes
BEVERAGES
Bournvita
CANDY
Halls
CHOCOLATES
Dairy Milk
5 Star
Perk
Celebrations
Temptation
Eclairs
Gems
DAIRY MILK
The
story
of
Cadbury
Dairy
back in 1905 at
Bournville,
with
U.K.,
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.
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.
Cadbury
Celebrations
TEMPTATION
may
Expert Opinion: The Cadbury dairy milk also have a choice of estimating
future demand on the opinion given by the experts including dealers,
distributors, suppliers, marketing consultants and trade associations.
Past-Sales Analysis: The demand can also be estimated on the basis of
past sales by the Cadbury dairy milk. There are four components in the
Time Series Analysis: trend, cycle, seasonal and erratic.
Market-Test Method: When the entire plan fails, a direct-market test is
desirable. It is especially desirable in forecasting new-product sales or
established product sales in a new distribution channel or territory.
The study of the consumer preference not only focuses on how and why
consumers make buying decision, but also focuses on how and why
consumers make choice of the goods they buy and their evaluation of these
goods after use. So for success of any company or product promotion it is
very necessary to depart its concentration towards consumer preference
LOGOS:-
GROWTH
HOW WILL BE CADBURY DAIRY MILK DIFFERENTIATED FROM COMPETITORS
IN THE MARKET?
Product form: They were not sure of raising this huge money, but he is
firm of doubling his brand size in the overseas markets. It shows that
they were more conscious towards brand size. They have also decided
to change the physical structure of the product but already the product
is so popular that they decided to reject this decision.
Durability: The durability of the Cadbury dairy milk is very good. The
product is able to survive under the stressful or natural conditions. But
it should be taken care of refrigeration as milk will get spoiled if resists
for long time in hot atmosphere.
Reliability: Cadbury dairy milk mainly has a reliable product. They were
quite sure about the not malfunction or fail of their product within a
specified time period.
Style: It refers to the products look and feel to the buyers. In Cadbury
dairy milk there are different styles of packing and taste but then also
there is no need to pay an extra money.
Increasing the market depth including rural Indias coverage. (so far in
case of chocolates, rural areas are not covered)
Average sales to grow at least at 20% p.a. for the next 3 years,
volumes by at least 12%
QUESTIONARE
Que1.DO YOU EAT CHOCLATES?
(
) YES
) NO
( ) No
( ) Chocolates
( ) Beverages
( ) Candy
( ) Snacks
Que5. How much importance do you give to the following factors when you
purchase a chocolate? (Tick in the desired column)
Que6. How much are you satisfied with the following factors in your preferred
chocolate? (Tick in the desired column)
Que7. Which form of a chocolate do you like?
Hard
Nutties
Crunchy
Chew
Big
Family Pack
Price Offer
Any other
Doctors Advice
Brand Ambassadors
Ingredients
Newspapers
Hoarding
Display
Brochures
Daily
Weekly
Monthly
Quarterly
Below5
5-10
20.30
Above 30
10-20
Que14. If your preferred brand is not available for repeat purchase then what
will you do?
Postpone your purchase
Switch over to other brand
Go to the other shop to search for your preferred brand
Que15. If another brand of the same product appears in the market, will you
prefer to stop buying this brand and buy the new brand?
No, not at all
I may consider
cant say
Que16. If you dont like to change to the new brand, then what are the
reasons for continuing to purchase the old brand?
RESEARCH METHODOLOGY
This chapter describes the methodology of the study. This project is based on
information collected from primary sources. After the detailed study, an attempt
has been made to present comprehensive analysis of consumption of Cadbury
and nestle chocolates consumed by the people. The data had been used to cover
various aspects like consumption, consumers preference and customers
satisfaction regarding Cadbury and Nestle chocolates. In collecting requisite data
and information regarding the topic elected, we went to the residents of peoples
and collected the data.
1. Relevance of the Study
This research is been conducted to survey the product performance and buying
behaviour of consumer in selection of chocolates.
The relevance of the study is to survey the product performance and buying
behaviour of two famous brands of chocolates Nestle and Cadbury, which are
consumed by people of all ages. During this research we have interacted with
people of Mumbai City. This research is to know which particular brand of
chocolate is most preferred by people of different age groups.
2. Research Problem
Every research has their own problem and limitation but good researcher have to
overcome that problem by their skill. In this research problem we would like to
understand and analyze about the chocolates products available at Mumbai and
collect the feedback from group of people and we
wanted to know the developments made in direction of chocolates industry.
3. Research Objective
This project is based on the comparative study consumer behavior towards Nestle
and Cadbury chocolates. Objectives of the study are:
The other objective is to know about the customer satisfaction level
associated with the product and the customer preference level.
To increase customer satisfaction and recapture the market share by
fulfilling the customer needs.
To study the factors affecting the consumption pattern.
4. Research Design
For any researcher the research methodology is the most important criteria to
decide before the actual research process starts.
There are many methods for conducting the research some of them are as under;
a) Descriptive vs. Analytical b) Applied vs. Fundamental c) Quantitative vs.
Qualitative d) Conceptual vs. Empirical e) Field setting or laboratory testing
research The design of a research is a plan or a model that helps researcher to
conduct a formal investigation and survey. It is an application of methods and
procedures for acquiring the information needs for getting a desire out come. It
decides the sources of data and methods for gathering data. A good design
insures that the information obtained is relevant to the
research question and that it was collected by objectives. Since, research design is
simply the frame work or plan for a study. It is a blue print that of a house
devised by an architect. Our approach to research is descriptive and quite
specific. Out of these all research methods the research method, which was most
suitable to our research, was descriptive research because it provides us all the
opportunities to cover the all the aspect that We require to conduct the research
and get an appropriate out come.
5. Scope of the Study:
As learning is a human activity and is as natural, as breathing. Despite of the fact
that learning is all pervasive in our lives, psychologists do not agree on how
learning takes place. How individuals learn is a matter of interest to marketers.
They want to teach consumers in their roles as their roles as consumers. They
want consumers to learn about their products, product attributes, potential
consumers benefit, how to use, maintain or even dispose of the product and new
ways of behaving that will satisfy not only the consumers needs, but the
marketers objectives.
The scope of my study restricts itself to the analysis of consumer preferences,
perception and consumption of Cadbury and Nestle Chocolates. There are many
other brands of chocolates available but our study is limited to two major players
of chocolates leaving behind the others. The scope of my study is also restricts
itself to Mumbai region only.
There are 2 sources of data i.e.
A) Primary Data
The data, which are collected for the first time, directly from the respondents to
the base of knowledge & belief of the research, are called primary data. The
normal procedure is to interview some people individually or in a group to get a
sense of how people feel about the topic.
So far as this research is concerned, primary data is the main source of
information provided by the respondents.
B) Secondary Data
When the data is collected and compiled in the in a published nature it is called
Secondary data. So far as this research is concerned internet, many brochures
and magazines have been referred too.
FINDINGS
CONSUMER RESEARCH:
Consumer research deals with consumer and their problems and solution to the
problems. In this we came to know about the consumers need and expectation
levels regarding products and ascertainable levels of consumer
satisfaction.
PRODUCT RESEARCH:
Under product research I came to know about the modification which consumers
wants as to the quality, packing, shape, color, and quantity etc. of their favourite
chocolate.
PRICING RESEARCH:
This includes ability to consume, to pay for the product, how much a person can
spend on his/her favourite chocolate. In this I have tried to find out consumers
price expectations and reactions.
ADVERTISING RESEARCH:
Under this I have concluded that whether the advertisement appeals the
consumers or not. This also includes evaluating and selecting the proper mediamix and measuring advertising effectiveness. From the one and half month
experience of our research project with Consumer preference towards Nestle and
Cadbury Chocolates, We have come to know lot things and it has enhanced our
knowledge to great extent. We found many things which are well executed by
distributors. Here are some of the key findings given by us are purely based on
our research. It doesnt have any kind of bias from our side.
They are given as under:
By doing the comparison of Nestle and Cadbury chocolates, we have found
that the preference of the chocolates more preferred by the consumer is
Cadbury.
From the analysis we have found that Nestls some brand has covered
50% of the market in one product (Munch) of the chocolates which is a
very good sign for the company.
Through the research we found that consumer is very conscious about the
quality of the product in that matter they are not ready to compromise.
And we found both company product are very qualitative.
In some cases we found that if a product is not available in the market than
some consumer would to switchover to another product or brand.
So from these survey we have found that the consumption of the chocolates
are more in children and teenage group though having any occasion or not
having any occasion.
The most selling product of both the companies is in small size of
chocolates and there market share is 73% because its not much costlier
and is also easily available & affordable.
For promotional offers, company should go for free gifts rather than going
for other ways.
Nestle company should concentrate on its packing as people are least
satisfied with it while Cadbury should concentrate on the shape of a
chocolate.
People are unsatisfied with the price and quantity of chocolate so
companies should concentrate in this regard also.
CONCLUSION
A survey of the people has been conducted to know the liking pattern of the two
products Cadbury and Nestle. It is observed that overall people like to eat
Cadbury brand rather than Nestle. It is concluded that mostly people preferred
Dairy Milk of Cadbury due to its flavour/taste, quality and image and due to its
hard form. Some people often like to have a chocolate with good flavour, quality
hard form. Some people often like to have a chocolate with good flavor, quality
taste and crunchiness. It is thus concluded from the facts collected that mostly
people refer to buy big pack of their favourite chocolate, and sometimes some of
them go for small and family pack.
The main limitations are as follows: Due to limitation of time only few
people were selected for the study. So the sample of consumers was
not enough.
The main source of data for the study was primary data with the help
of self- administered questionnaires.
BIBLIOGRAPHY
Web sites:
www.nestle.in
www.business-standard.com
www.cadburyindia.com
www.scribd.com
www.managementparadise.com
www.google.com
Books:
1. Marketing Management
Philip Kotler
2. Research Methodology
C. R. Kothari
Name of Student:
Name of DealerName of Shop ..
Signature & Seal:
Please answer the relevant question:
1.Which companys dealership you are having?
2. What region convinced you to have dealership of the following?
3. What are the various taste of Cadbury product available in the market?
4. Which of Cadbury product is selling as the best in the market?
5. Who is major competitor of Cadbury?
6. Does Advertising by media helpful to you? How?
7. Do you have any suggestions for the co. towards improvement?
Date:
Signature
Thanks for your Co-operation
OBJECTIVES
The project work entitled Company Profile on Coca Cola was rather the
part of Bachelors of business Administration curriculum provided by faculty
of management studies S.S.H.C.J. IMR, Sagar (M.P.). this survey report is
basically based on the market of Cadbury and its state of affairs according to
its quality, quantity, price, packing etc.
This survey report helps in developing communication skills increase
confidence and to make aware the student about the business product
market etc.
Main Objectives