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Market Comparison of Cadbury, Nestle & GSK
Market Comparison of Cadbury, Nestle & GSK
RESEARCH REPORT ON
“MARKET COMPARISON OF CADBURY,
NESTLE & GSK AT WESTERN KANPUR
REGION”
1
Acknowledgement
work with CADBURY INDIA. LTD, where I have gained a lot of knowledge of working in
the corporate world. I would like to thank my Faculty Guide, AJEET VERMA to guide me at
At the outset, I must express my sincere gratitude to Mr. SANDEEP DESHWAL, AREA
SALES MANAGER (Cadbury India Ltd, KANPUR) and my Project guide Mr. PRADEEP
PAHATAK SENIOR SALES OFFICER (Cadbury India Ltd, KANPUR) for providing me
Initially I was not very confident if I would meet up with the expectation but with the help of
my faculty guide, I overcome my weakness and found the experience challenging and above all
rewarding.
ANKIT MITTAL
I.I.M.S., BAREILLY
2
ROLL NO.-
0915439
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PREFACE
In the past time, due to unemployment people generally use local brands, But in recent time,
due to increase in employment, per capita income and purchasing power, people have started
Due to sincerity & responsiveness, people have become aware for quality. If the best quality is
provided by the companies then price is not important for customers. Thus the quality has to
Today, Nation is passing through a phase of rapid transformation. Two forces are mostly
responsible for these types of drastic changes; they are explosive growth of trade &
international competition & other force like technological change. This new era has witnessed
operations in such market where the principal of natural selection lead to the “Survival of the
Fittest.”
Market provide a key to gain actual success only to those companies which match the best to
the current environment i.e. “Imperative” which can be delivered what are the people needs
and they are ready to buy at right time without any delay. It is perfectly true but this also
depends upon the availability of good quality product & excellent services s.
This project work helps to correlate the practical work & theoretical concepts and also helps to
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This project also provides the various factors affecting the services, marketing division
of standards, has to keep in mind various factors specially while preparing a plan for
marketing its products or services. Detail description along with analysis of survey, data is
TABLE OF CONTENTS
1. INTRODUCTION 05
3. COMPANY PROFILE 07
5. TOPIC OVERVIEW 52
6. RESEARCH METHODOLOGY 59
7. SWOT ANALYSIS 63
8. DATA ANALYSIS 66
9. FINDINGS 75
10. CONCLUSION 77
11. RECOMMENDATION 78
12. LIMITATION 79
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13. BIBLOGRAPHY 80
14. ANNEXURE 81
INTRODUCTION
The project has undertaken for the “Market share for Cadbury products.” Research is based
To reach on conclusion I visited in Kanpur. In the research study, I used PRIMARY as well as
SECONDARY DATA. The data are collected from both retailers and distributor.
This is the research done on the “market share of different brands in Kanpur city and to find
out new business channel for CIL at Kanpur.” There are many things, which are essential &
important which contribute to the success of organization, one of the factors, which is playing
This reports also includes detail study of present market situation of various competitors of
brands .The study report will also provide an opportunity to determine its market potential,
areas, product in brief introduction. This report also provides the detail information about
various factors affecting the market share of brands. This report also consist the complaints &
views of retailers, views of distributor towards the products of Cadbury India limited.
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OBJECTIVE OF STUDY
SPECIFIC: -
GENERAL: -
• To find out the customer’s demand and taste & preference towards CADBURY products.
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• Company profile
CADBURY: AN OVERVIEW
Cadbury began its operations in 1948 by importing chocolates and then re-packing thembefore
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
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(Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai).
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.
Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food
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! Our 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.
In the Milk Food drinks segment our main product is Bournvita - the leading Malted Food
Drink (MFD) in the country. Similarly in the medicated candy category Halls is the undisputed
leader. We recently entered the gums category with the launch of our worldwide dominant
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
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bagged Snack Market, which has been dominated until now by Salted Bagged Snack
Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over
two decades, we have worked with the Kerala Agriculture University to undertake cocoa
research and released clones, hybrids that 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. Hardly
surprising then that the Cocoa tree is called the Cadbury tree!
Today, we are poised in our leap towards quantum growth. We are a part of the Cadbury
Schweppes Group, world's No.1 Confectionery Company. Yes, like we said we will continue
to spread happiness.
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CADBURY-world wide:
We are the world's largest confectionery company and have a strong regional presence
With origins stretching back over 200 years, today our 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 60,000
people.
Our heritage starts back in 1783 when Jacob Schweppes 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 we have expanded our business
Concentrating on our core brands in beverages and confectionery since the 1980s, we have
strengthened our 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.
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Company history
1948:-
The Company was incorporated on 19th July, as a private limited Company under the name of
1964:
The Company undertook at its own cost and responsibility the Development of cocoa growing
in the country. A specialist cocoa Advisory service was created. A cocoa research centre was
also Create Together with seeding nurseries and distribution centers. Through its subsidiary,
Induri Farm Ltd., the Company had set up Facilities near Pune to breed cattle that would give
1967:-
Cadbury introduced the `Five Star and Gems' chocolates in 1967 and 1968 respectively.
1977:-
The name of the Company was changed from Cadbury-Fry (India) Pvt. Ltd., to Cadbury India
Pvt. Ltd., on 7th June. It was converted into A public limited company on 11th June. An
agreement was entered into With Cadbury Overseas Ltd., (COL) U.K., on 3rd May, for
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The Company entered into an agreement with CSOL for the grant of a License for
continued use of the word `Cadbury' as part of the Company's corporate name.The
Company was grated a letter of intent for the manufacture of 6,000 tones per annum of
The Company also received a letter of intent for setting up Manufacturing facilities in Jammu
& Kashmir for the production of Apple juice concentrate. Approval of Government was
28.04.1977. 9,93,677 shares issued (prem. Re.1 per Shares) 1,43,677 shares reserved for
allotment to resident Indian Directors their friends and employees and 8,50,000 shares offered
1978:-
In December, CSOL disinvested out of their holdings in the Company,2,90,515 equity shares
of Rs 10 each through an offer for sale at a Premium of Rs 3.50 per share as follows (i)
1,30,515 shares to V.Mallya and M.L. Apte and (ii) 1,60,000 shares to resident Indian
Shareholders as rights in proportion 1:10 out of which about 60,000 Shares were reserved for
After the offer for sale in December and new issue of capital in May 1978 the non-resident
holding in the Company was reduced to 40%.With a view to upgrading the present technology,
improve quality Of The products, the Company proposed to acquire technology and process
Know-how from Cadbury Schweppes plc. (CSP), who offer the said Services only to their
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The Company allotted during Jan.-Feb. 1993, along with its Rights Issue, 22, 92,000
equity shares
1979:-
Industrial license for the apple juice project was received and The Project was commissioned
on 16th September, 1980.5, 15,808 shares issues (prem. Rs 2.50 per share) in May 1979:70,000
Shares to UTI and 40,000 shares each to LIC and GIC; 44,760 shares To Indian directors and
employees of the Company and 3,21,048 shares as Rights to resident Indian shareholders in
prop. 1:4.
1981:-
1982:-
On 17th December, the name of the Company was changed from Cadbury India Ltd., to
Hindustan Cocoa Products Ltd., consequent to 60% of Its Shares being held by the Indian
public.
1984:-
The company launched its dairy milk chocolate, which has now become The flagship brand
ofthe company. A diversification into the Ice-cream market in 1989 by introducing Dollops
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was undertaken in a Strategic alliance with Brooke Bond India (a subsidiary of
1985:-
The Company explored the possibilities of entering into the Business of software export.
1986:-
The Company received approval of the Company Law Board for undertaking software
business and efforts were taken to explore the opportunities both at home and export markets.
1987:-
In chocolate group, the Company launched new products such as`Crackle', `Orange',
For every `Wildlife bar' sold, the Company makes a contribution to the Wildlife fund, as per an
1988:-
The Chocolate division introduced some more new products to upper and lower ends of the
market. In the food drinks area, a higher protein drink under the brand name `Enriche' was
successfully introduced.
The Company diversified into ice-cream market and a product under the Brand name `Dollops'
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In order to meet the growing demand for the Company's food drink products, it was
Pradesh.
1989:-
The product of the food drinks was marketed under the brand name`Enriche'.
Effective 1st December, the name of the Company was changed from Hindustan Cocoa
Products, Ltd. To Cadbury India, Ltd. To reflect the wider range of products
1993:-
With effect from 18th July, the Company's Ice Cream business Comprising manufacturing
arrangements with two well known brands Dollops & Lop stop was transferred to Brooke
Bond India Ltd. For a Consideration of Rs 1062.65 lakhs and an assurance from the company
To Brooke Bond that they would not make or sell Ice creams for a period Of 8 years.
During January-February, the Company issued 16,80,000 equity Shares Of Rs 10 each for cash
at a premium of Rs 90 per share on Rights Basis In the proportion 1:5 (all were taken up).
Allotment of 105 shares Of These were kept in abeyance based on Court orders.
16,80,000 rights shares allotted (prem. Rs 90 per share prop. 1:5). Another 28,000 shares
22,92,000 shares allotted to CSOL (prem. Rs 90 Per Share). 105 shares kept in abeyance were
allotted.
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1994:-
1995:-
`Perk' was launched from its Malanpur plant. Towards the end of 1996, the Company has
launched a new range of sugar confectionery, `Googly', a trangy, fizzy fruit flavored candy in
1997:-
Cadbury India Ltd has announced rights issue of equity shares at a Price of Rs.150 each in the
ratio of one equity share for every five Shares held. The company has fixed book closure for
the purpose of Determining rights entitlement between May 6 and June 2..
Cadbury India Ltd has launched Truffle - flavoured soft centre Moulded chocolate bar. The
product was launched in Calcutta, Mumbai And New Delhi during October with subsequent
manner In November.
39,61,473 No. Of equity shares of Rs 10 each at a premium of Rs 140 Per share allotted on
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1998:-
Cadbury's launches Picnic: Cadbury India Ltd on March 23,Announced The launch of
Picnic in Karnataka. It is being made at a specially Imported new line in the state-of-the-art
Cadbury India is celebrating its golden jubilee in India. To Commemorate the occasion, the
company has organized a series of events For the employees and business associates in
The Board of directors of Campco has approved the proposal to Enter Into an agreement with
Cadbury
Cadbury India is exploring the possibility of generating revenue from Cadbury House, its
1999:-
Cadbury India Ltd has launched a new product, `Nice Crem', under Its Sugar confectioner
During 1994-95, Cadbury's entire range of products were introduced In Bangladesh. Its new
wafer product, Perk, was launched in Sep.'95,In Mumbai, Delhi, Calcutta, Pune and Goa.
The company launched a new Range of sugar confectionery, Googly a tangy, fizzy, fruit
flavored Candy in Tamil Nadu under the Trebor umbrella brand name.
2000:-
The Company has re-launched Perk, its chocolate-coated wafer, it Has Four new layers
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Cadbury India Ltd. Has launched a range of gift packs for Diwali.
The Company had entered into a Memorandum of understanding on July 5th, to sell its
2001:-
Mathew Cadbury will take over as the new managing Director of the Rs 511-crore Chocolate
The Company has launched Sweet Nothings range of gift packs for Valentine Day.
2002:-
Cadbury Schweppes acquires 39.34% stake in its Indian subsidiary Cadbury India Ltd.
Cadbury Scheweppes Pcl developed a new phenomenon allowing its Consumers to define its
brand profile.
Cadbury India has executed an agreement with Kalpataru Properties Pvt Ltd For sale of land at
Thane.
Cadbury India tapping unconventional marketing channels like Non-retail chains To drive their
market expansion.
The Maharashtra Food and Drugs Administration seize stocks and Charges Cadbury with mis-
branding.
Cadbury's buy out of Pfizer's confectionary brand is expected to Set a strong Base in the oral
gratification category
2003:-
Cadbury India launches Cadbury's Heroes, which is a blend of Company's Leading brands.
Adams will now be a part of the mass markets division of Cadbury India.
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Cadbury has roped in advertising firm called Lemon to handle Creative for Its products
Cadbury India has dropped Carat India and roped in Madison Media For The media planning
and buying.
Cadbury is going for a tie up with BPL Mobile for SMS vending services.
Cadbury India has been identified as 'innovation centre' by its overseas parent.
2004:-
2005:-
Cadbury Schweppes Asia-Pacific has announced that Mr Bharat Puri, Managing Director of
the Indian sub-continent, has been appointed Commercial Strategy Director for Asia-Pacific
2007:
Cadbury India has rolled out a wafer-based chocolate called 'Ulta Perk' nationally. 'Ulta Perk'
has been test marketed in southern States like Tamil Nadu and Karnataka for over 6 months
and is now Being launched in other parts of India. The product is targeted Towards teenagers
and youth. 'Ulta Perk' will be the second product offering from Cadbury in the chocolate-wafer
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Purpose and vision
Core purpose
At Cadbury Schweppes, our core purpose is "Working together to create brands people love".
The core purpose captures the spirit of what we are trying to achieve as a business.
Vision
To align with our core purpose, Cadbury India has defined its Vision as "Life Full Of Cadbury
Cadbury India will participate in many spaces of consumer life through a cache of product
We believe that work and fun can co-exist beautifully. Therefore at Cadbury India, it's all about
work hard, play harder!. We bring moments of delight to our consumers everyday and every
time. Therefore, we strongly believe that the people who create these products should also have
Core value:
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We make market and sell unique brands, which give or bring pleasure to millions of
We are an international company, proud of our long heritage, respectful of the social and
This success has been built upon understanding the needs of our consumers, customers and
other stakeholders and by operating to a clearly defined set of values. But around us the world
changes. The obligations of business to society have broadened. Yet, at the same time we want
QUALITY ASSURANCE:
At Cadbury Schweppes, quality has always been an integral part of how we operate and who
we are. Our core purpose of working together to create brands people love is founded on a
commitment to quality in everything we do. Active management of quality is vital to not only
ensure the integrity of our brands and the creation of value for our shareowners, but also the
This policy reaffirms our commitment to quality through the application of rigorous quality
WE WILL:
1. Market high quality products that consistently meet our specifications and comply with local
regulatory requirements.
2. Actively listen and regularly respond to the quality expectations of our consumers at the
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3. Ensure that representations of our company image, including our trademarks, meet
4. Encourage a “right first time” culture in which employees are appropriately trained and
6. Assign clear management accountability for setting and meeting measurable quality targets.
7. Work with our supply chain and business partners to drive compliance to our quality policy
and systems.
Use of Advertising'.
The Asian Marketing Effectiveness Awards are the region's most prestigious awards that
celebrate resourceful Asian marketing. They are designed to set the standard for effective
marketing within the region, and aim to uncover the campaigns that show results through
innovative spirit and combining creativity with effectiveness to build world class brands.
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Cadbury India has been ranked as the 7th Great Place to Work and the No. 1 FMCG
This study, in its fifth year in India , has a presence in 30 countries and is the oldest, most
comprehensive and respected workplace study worldwide. Over two hundred companies
throughout India participated in the survey, which measured the degree of satisfaction of
employees with their place of work and picked out the best working environments. This is the
fourth time we have featured amongst the Great Places to Work in India . We were ranked 10th
'Cadbury India' has been awarded the "Bronze Award for Excellence in
Business World along with Grow Talent has been carrying out the 'Great Place to Work'
survey for the past 4 years. This award is based on the ranks received in top 25 list of the Great
won four Silver Awards in total and the Cadbury Dairy Milk Campaign,
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Miss Palampur, also won a Silver Award. This year Cadbury also sponsored the new
5. Bournvita won the Emmvie Gold for the Best Media Innovation
- TV..
Cadbury won the Emmvie Gold for the Best Media
symbol of Confidence.
Superbrands
Cadbury Dairy Milk & Bournvita have done it again. For the second time
running, Cadbury Dairy Milk & Bournvita have been declared a `Consumer Superbrand' for
Cadbury India has been ranked 5th in the FMCG sector, in a survey on
Mumbai, our 'Pappu Pass Ho Gaya' advertising campaign bagged two more
awards - Gold in the Consumer Products category and Silver in the Integrated
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Cadbury India received a bronze award at the Cannes Lions International
Advertising Festival for partnering with a mobile phone operator in 2005 to provide
Cadbury India's Bangalore factory has received the "Suraksha Puraskar" safety
Bournvita won the 'Reader's Digest Trusted Brands' Gold Award for the vitamin health
supplement category in Indian in 2006. The merit was based on 7000 responses from
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ORGANIZATION STRUCTURE AND CHART :
Non-Executive Directors
Radhakrishnan B. Menon
Harsh Mariwala
Amity Banati
Suresh Talwar
Executive Directors:-
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Atul Bhatia
Rajesh Garg
Jaiboy Phillips
Sanjay Purohit
Sunil Sethi
V Chandramouli
REGISTERED OFFICE
REGIONAL OFFICE
Mumbai Chennai
29
Vile Parle West Mylapore
Mumbai 400 056 Chennai 600004
Maharashtra India Tamil Nadu India
Delhi Kolkata
Cadbury India Ltd Cadbury India Ltd
303 – 305 9-A Esplanade Row
3rd Floor, Vipul Agora Kolkota - 700 069
M.G. Road India
Gurgaon - 122 002
India
Thane Pune
30
Bangalore
Cochin
At Cadbury India we have always believed that good values and good business go hand in
hand. It's part of our heritage and the way we do things today. CSR is about growing our
business responsibly.
Cadbury India has a tradition of caring for the environment and enriching the quality of lives of
the communities we live and work in, through a variety of result-oriented programs.
look after the health and safety of our people and minimize the environmental impact of our
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Migratory birds stop over at our Bangalore factory!
Water is a precious resource. As part of Cadbury India's efforts to continuously increase water
conservation our Bangalore factory has constructed a check dam to store the rainwater. This
dam not only acts as a major ground water replenishing source for the bore wells in the
factories and surrounding community, but is also a stopover location for some of the migratory
birds!
Since 1974 Cadbury has pioneered the development of cocoa cultivation in India. For over two
decades, we have worked with the Kerala Agriculture University to undertake cocoa research
Our efforts have increased cocoa productivity and touched the lives of thousands of farmers.
Hardly surprising then that the Cocoa tree is called the Cadbury tree!
Everything needs a little nurturing to help it to grow. Our communities are no different.
Cadbury India is committed to growing community value around the world. For our
Sarvam Program
With operations around the Pacific Ocean, we responded immediately to the Asian Tsunami in
late 2004. After initial emergency relief donation we established a Tsunami Regeneration
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Working in partnership with a local charity, the Sri Aurobindo Society, on a five-year
project, we are contributing to the redevelopment of two villages in the costal region of
training, organic farming, water harvesting and attitude changes including the empowerment of
women. Learning's from the project will also create significant rural regeneration throughout
Priorities for the first year include: providing simple housing and toilets and repairing and
developing eight pre-school centres and three schools. We will also recruit teaching staff,
health workers, counselors as well as an administrator and set up a training and basic IT centre.
Cadbury India has partnered with Vatsalya Foundation, an NGO working with underprivileged
street children in Mumbai. Vatsalya's motto is to give the child a supportive environment to
live and study in and gain skills so that they become contributing members of society.
We support the educational needs of 100 street children by proving them with their school fees
and also other requirements like books, stationery uniforms etc. We will also sponsor
The other aspect of the partnership is the "Be My Friend" Volunteering programme. Under this
initiative colleagues are encouraged to spend time with these children, encourage them to study
In an effort to provide a health start to the newborn infants of the local community in the Thane
district, we have supported the construction of a neo-natal hospital ward at Thane`s municipal
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hospital. The ward gives specialized and intensive care for premature and critically ill
newborns.
This intervention has helped the poor and needy who are in urgent need of specialized
healthcare.
Gurikha Project
In 1999, we launched the Community Initiative Programme under the banner: Nutrition,
nursery school was started and key improvements were made in the primary school.
The consultation and a bit of lateral thinking led to some real social improvements: fresh
drinking water from a new village pump, a doctor's clinic, vet services for milk producing
animals and fruit trees for each household to plant during the monsoons. They also helped
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35
• PRODUCTS OF CADBURY
1. Chocolates
2. Snacks
3. Milk Beverages
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4. Candies
5. Gums
1. Chocolates
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 pure taste of Cadbury Dairy Milk is the taste most Indians crave for
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.
Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater to the urge for
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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
Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has
participated and been a part of every Indian's moments of happiness, joy and celebration
. Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market. In
the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for children.
In the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign,
shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child in every
adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good
feelings'
The 'Real Taste of Life' campaign had many memorable executions, which people still fondly
remember. However, the one with the "girl dancing on the cricket field" has remained etched in
In the late 90's, to further expand the category, the focus shifted towards widening chocolate
shared moments.
More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with
celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language. It
has been adopted by consumers and today is used extensively to express joy in a moment of
achievement / success.
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The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the
prestigious Cannes Advertising Festival 2006 for 'Best use of internet and new media'.
The idea involved a tie-up with Reliance India Mobile service and allowed students to check
their exam results using their mobile service and encouraged those who passed their
The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated
Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global
Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005 edition
of Brand Equity's Most Trusted Brands survey. During the 1st World War, Cadbury Dairy
Milk supported the war effort. Over 2,000 male employees joined the armed forces and
5 star:-
Chocolate lovers for a quarter of a century have indulged their taste buds with a Cadbury 5
Star. A leading knight in the Cadbury portfolio and 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
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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
Cadbury 5 Star was always unique because of its format and any communication highlighting
this uniqueness, went down well with the audiences. From 'deliciously rich, you'd hate to share
it' in the 70's, to the 'lingering taste of togetherness' & 'Soft and Chewy 5 Star' in the late 80's,
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 crispiest Cadbury 5 Star & Cadbury 5 Star Crunchy now aim to continue the
upward trend. This different and delightfully tasty chocolate is well poised to rule the market
Cadbury 5 Star played an adept cupid for young couples in love in the 70's. In fact, Cadbury 5
Star was a way of professing undying love for the significant other.
Perk:-
A pretty teenager; a long line, and hunger! Rings a bell? That was how
Cadbury launched its new offering; Cadbury Perk in 1996. With its
light chocolate and wafer construct, Cadbury Perk targeted the casual
snacking space that was dominated primarily by chips & wafers. With
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Raageshwari started the trend of advertising that featured mischievous, bubbly
teenagers getting out of their 'stuck and hungry' situations by having a Cadbury Perk.
Cadbury Perk became the new mini snack in town and its proposition "Thodi si pet pooja"
As the years progressed, so did the messaging, which changed with changes in the consumers'
way of life. To compliment Cadbury Perk's values, the bubbly and vivacious Preity Zinta
became the new face of Perk with the 'hunger strike' commercial in the mid 90's.
In the new millennium, Cadbury Perk moved beyond just owning 'hunger' to a "Kabhi bhi
kaise bhi" position, because the urge for Cadbury Perk could strike anytime and anywhere.
With the rise of more value-for-money brands in the wafer chocolate segment, Cadbury Perk
The temptation to have more of Cadbury Perk was made even greater with the launch of
Cadbury
In 2004, with an added dose of 'Real Cadbury Dairy Milk' and an 'improved wafer', Perk
became even more irresistible. The product was supported in the market with a new look and a
new campaign. The advertisement spoke of the irresistible aspect of the brand, with 'Baaki sab
Cadbury Perk advertising has been a launch pad for Bollywood stars - Preity Zinta,
Raageshwari, Gayatri Joshi and Amrita Rao, were all Perk models before they made it big on
cinema screens
Celebration;-
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Cadbury Celebrations was aimed at
festive seasons.
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
Cadbury Celebrations has become a popular brand on occasions such as Diwali, Rakhi,
Dussera puja. It is also a major success as a corporate gifting brand. The communication is
based on the emotional route and the tag line says "rishte pakne do" which fits with the brand
Temptations:-
42
Temptations! Cadbury Temptations is a range of delicious premium chocolate in five
flavors.
chocolates and those who love a variety of chocolates but possibly find the price of
international chocolates too high. Cadbury temptations are a range targeted at this segment of
The Cadbury Temptations range is available in 5 delicious flavors variants- Roast Almond
Coffee,Honey Apricot, Mint Crunch, Black Forest and Old Jamaica. With its international
2. Snack
• Cadbury Bytes
43
Cadbury Bytes is a one of a kind snack, in that it is sweet and not salty, as compared
to most of the other snacks. It's a bite sized snack with a crunchy wafer and rich Choco
cream filling. There are three variants of Bytes available in the market - Regular, Coffee and
Cadbury Bytes is targeted at teens as they are the largest consuming segment of packaged
snack category. They are also the gateway to the family, especially for a new sweet snack.
With Bytes, Cadbury has entered into a new category with well entrenched and established
brands It is an exciting challenge for us to take the brand forward and make it a stupendous
success.Cadbury Bytes is positioned as the 'only sweet snack' in the world of salty snacks. The
other snacks, by saying `Har snack namkeen nahi hota'. The product is all about breaking a
cliché and teenagers identify with breaking stereotypes. The new commercials- 'Tommy' and
3. Milk Beverage
• Bourn vita
Cadbury was incorporated in India on July 19th, 1948 as a private limited company under the
44
It is among the oldest brands in the Malt Based Food / Malt Food category with a rich
heritage and has always been known to provide the best nutrition to aid growth and all
round development.
Throughout it's history, Cadbury Bournvita has continuously re-invented itself in terms of
product, packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has
helped the brand maintain its leadership position and image over the last 50 years
The Journey:-
The brand has been an enduring symbol of mental and physical health ever since it was
launched in 1948. It is hardly surprising then, that Bournvita enjoys a major presence in the
Malt Food market. Given its market share of 17%, Cadbury Bournvita reaches across hundreds
It is a universal truth that mothers attach a lot of emotional importance to nourishment while
bringing up their children. However, children always look out for the tastiest option to make
Cadbury now offers two options to capture this appeal: Cadbury Bournvita, with its popular
chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich
Cadbury Bournvita advertising has moved with the times to reflect the changing needs of the
consumers.
During the '70s the communication centered on 'Good upbringing' and Bournvita became an
essential building block for childhood. "Goodness that grows with you" was the campaign idea
In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with the more
45
successful during its time.In the early '90s all brands in the category provided purely
physical benefits like nourishment, energy and growth. It was at this time that
Bournvita decided to raise the bar by promising physical and mental benefits. This resulted in
the famous Tan Ki Shakti, Man Ki Shakti Campaign which became an anthem for the brand.
In the new millennium, keeping pace with the evolving mindsets of the new age consumers,
Cadbury Bournvita is about arming consumers with Confidence to take on physical and mental
challenges that nobody else can, resulting in one of the most successful advertising campaigns
In the 1980 Moscow Olympics, Cadbury Bournvita was the official health drink for the Indian
team The Cadbury Bournvita Quiz Contest, which started airing on April 12th 1972, is India's
longestrunning national school quiz contest. Starting out as a contest held in cities, and then on
radio, the contest currently has been running for over 10 years on satellite television. It has
over 500 episodes to its credit, and today the contest directly reaches more than 11,25,000
students, in 4000 schools across 66 cities and 7 countries - UAE, Kuwait, Qatar Oman,
4. Candy
Halls:
Halls accounts for 50% of international cough drop sales and
46
1930’s, the Hall brothers invented its Mentho-Lyptus formula, using a combination of
menthol and eucalyptus, and began producing cough drops. The cough drops were
introduced into the US during the mid-1950s. Warner-Lambert recognized the potential of the
product and acquired Halls in 1964. In 1971, Warner Lambert began selling Halls under the
Adams family, and the first national television campaign was aired in the US & the results
Our Journey:
Halls was first launched in India in 1968 & soon established itself as a ‘therapeutic’ candy
competing in the cough lozenge market. Halls has been sold in India as part of the Pfizer &
Warner Lambert networks before it came into the Cadbury fold in 2003 as part of a global
Halls has had a colourful advertising history in India & was infact, one of the earliest brands to
advertise on television in India. In the 1980’s, Ad’s featuring Meenakshi Sheshadri and later,
Vijeta Pandit on its unique ‘vapour action’ formula with a classic Halls Jingle were aired which
established the brand firmly in the market. In the 90’s, Halls advertising adopted a different
take with its ‘Traffic Jam’ Ad where Halls restores order to a situation of chaos & the early
2000’s saw Halls advertising on the ‘refreshment’ platform. Over the years Halls has been
strongly positioned on the` soothes sore throat ’ benefit in the consumers mind.Halls continues
to be one of the leading mint brands in India even in the changed competitive context.
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Halls produced the largest sweet in the world in 1964. Weighing 76kilos, the sweet
Halls accounts for more than 50% of international cough drop sales.
Éclairs;-
Éclairs was first discovered by a local confectionery firm in London, England in the 1960s.
because of its creamy caramel exterior and rich Cadbury Dairy Milk chocolate at the center. In
2006 Cadbury Dairy Milk Éclairs launched a crunchy Éclair with a hard caramel outside and
delicious Cadbury Dairy Milk chocolate inside called Cadbury Dairy Milk Éclairs Crunch.
A sign in front of our Nigeria factory describes Choclairs as "the sweet with heart on the inside.
5. Gums
48
Buballo:
Cadbury India has expanded its confectionary portfolio in 2007 by foraying into the
Bubble gum
category with the launch of Bubbaloo Bubblegum- a successful bubblegum brand from its
international portfolio.
Bubaloo is currently available in two yummy flavors- Strawberry and Mixed Fruit.
The communication focuses on the "fun filled liquid centre " of Bubbaloo and is anchored by
“Bubba- the cat”, the international mascot for the brand Bubbaloo.
Bubbaloo is sold in 25 countries and is particularly popular in Latin America. The record for
the
largest bubblegum bubble ever blown is 58.4cm. The bubble was blown by Susan Montgomery
Williams of Fresno, California, USA at the ABC-TV studios in New York City, in 1994.
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HOW CHOCLATE IS MADE ?
The cocoa-bean -- the heart of the sweetest delicacy in the world -- is bitter!
This is why, up to the 18th century some native tribes ate only the sweetish
flesh of the cocoa fruit. They regarded the precious bean as waste or used it, as
TheVarieties
There are two quite different basic classifications of cocoa, under which
practically all varieties can be categorised: Criollo and Forastero cocoas. The
pure variety of the Criollo tree is found mainly in its native Equador and
Venezuela. The seeds are of finer quality than those of the Forester variety.
They have a particularly fine, mild aroma and are, therefore, used only in the production of
high-quality chocolate and for blending. However, Criollo cocoa accounts for only 10% of the
world crop. The remaining 90% is harvested from trees of the Forastero family, with its many
hybrids and varieties. The main growing area is West Africa. The cocoa tree can flourish only
TheHarvest
fermentation sites either in the plantation or at, collecting points, the fruit is
opened.
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Fermentation
The fermentation process is decisive in the production of high quality raw cocoa. The
Drying
After fermentation, the raw cocoa still contains far too much water; in fact about 60%. Most of
this has to be removed. What could be more natural than to spread the beans out to dry on the
sun-soaked ground or on mats? After a week or so, all but a small percentage of the water has
evaporated.
Cleaning
Before the real processing begins, the raw cocoa is thoroughly cleaned by
passing through sieves, and by brushing. Finally, the last vestiges of wood, jute
fibres, sand and even the finest dust are extracted by powerful vacuum
equipment.
Roasting
The subsequent roasting process is primarily designed to develop the aroma. The entire
roasting process, during which the air in the nearly 10 feet high furnaces reaches a temperature
Blending
Before grinding, the crushed beans are weighed and blended according to special recipes. The
secret of every chocolate factory lies in the special mixing ratios which it has developed for
51
Grinding
The crushed cocoa beans, which are still fairly coarse are now pre-ground by special
milling equipment and then fed on to rollers where they are ground into a fine paste. The heat
generated by the resulting pressure and friction causes the cocoa butter (approximately 50% of
the bean) contained in the beans to melt, producing a thick, liquid mixture.
This is dark brown in colour with a characteristic, strong odour. During cooling it gradually
At this point the production process divides into two paths, but which soon join again. A part
of the cocoa paste is taken to large presses, which extract the cocoa butter. The other part
passes through various blending and refining processes, during which some of the cocoa butter
CocoaButter
The cocoa butter has important functions. It not only forms part of every recipe,
but it also later gives the chocolate its fine structure, beautiful lustre and
CocoaPowder
After the cocoa butter has left the press, cocoa cakes are left which still
compression.
These cakes are crushed again, ground to powder and finely sifted in several stages and we
obtain a dark, strongly aromatic powder which is excellent for the preparation of delicious
drinks - cocoa. Cocoa paste, cocoa butter, sugar and milk are the four basic ingredients for
52
making chocolate. By blending them in accordance with specific recipes the three types
of chocolate are obtained which form the basis of ever product assortment, namely:
Kneading
In the case of milk chocolate for example, the cocoa paste, cocoa butter, powdered or
condensed milk, sugar and flavoring - maybe vanilla - go into the mixer, where they are
Rolling
Depending on the design of the rolling mills, three or five vertically mounted
steel rollers rotate in opposite directions. Under heavy pressure they pulverise
the tiny particles of cocoa and sugar down to a size of approx. 30 microns. (One
Conching
But still the chocolate paste is not smooth enough to satisfy our palates. But within two or three
days all that will have been put right. For during this period the chocolate paste will be refined
to such an extent in the conches that it will flatter even the most discriminating palate.
Conches (from the Spanish word "concha", meaning a shell) is the name given to the troughs in
which 100 to 1000 kilograms of chocolate paste at a time can be heated up to 80 °C and, while
being constantly stirred, is given a velvet smoothness by the addition of certain amounts of
cocoa butter. A kind of aeration of the liquid chocolate paste then takes place in the conches:
its bitter taste gradually disappears and the flavor is fully developed. The chocolate no longer
seems sandy, but dissolves meltingly on the tongue. It has attained the outstanding purity
53
OUTLET CATEGORY
Chemist – An outlet selling ethical allopathic medicines & also stocking FMCG products
Supermarkets
o All big Grocers & General Stores dealing in grains, provisions, spices, oil and branded FMCG
products.
Wholesaler –Any outlet selling > 50% of overall business to other retailers
54
• TOPIC OVERVIEW
55
Market Comparison Between Cadbury, Nestle & GSK
• NESTLE
Nestlé’s relationship with India dates back to 1912, when it began trading as The Nestlé
Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished
After India’s independence in 1947, the economic policies of the Indian Government
emphazised the need for local production. Nestlé responded to India’s aspirations by forming a
company in India and set up its first factory in 1961 at Moga, Punjab, where the Government
wanted Nestlé to develop the milk economy. Progress in Moga required the introduction of
Nestlé’s Agricultural Services to educate, advise and help the farmer in a variety of aspects.
From increasing the milk yield of their cows through improved dairy farming methods, to
irrigation, scientific crop management practices and helping with the procurement of bank
loans. Nestlé set up milk collection centres that would not only ensure prompt collection and
pay fair prices, but also instil amongst the community, a confidence in the dairy business.
Nestlé has been a partner in India's growth for over nine decades now and has built a very
special relationship of trust and commitment with the people of India. The Company's
56
activities in India have facilitated direct and indirect employment and provides
The Company continuously focuses its efforts to better understand the changing lifestyles of
India and anticipate consumer needs in order to provide Taste, Nutrition, Health and Wellness
through its product offerings. The culture of innovation and renovation within the Company
and access to the Nestlé Group's proprietary technology/Brands expertise and the extensive
centralized Research and Development facilities gives it a distinct advantage in these efforts. It
helps the Company to create value that can be sustained over the long term by offering
consumers a wide variety of high quality, safe food products at affordable prices.
Nestlé India is a responsible organization and facilitates initiatives that help to improve the
• Products Of Nestle:-
NESTLÉ EVERYDAY:-
Nestle Everyday is a creamy Dairy Whitener which is specially made to add a rich, smooth
taste to the tea. NESTLÉ EVERYDAY Dairy Whitener was launched in India in 1986 and this
NESTLÉ KITKAT:-
NESTLÉ KITKAT is one of the most successful brands in the world and every year over 12
billion NESTLÉ KITKAT fingers are consumed around the globe. KIT KAT are crisp wafer
fingers covered with chocolayer. NESTLÉ KITKAT has a unique finger format with a
57
The second largest wafer brand in the chocolate and wafers category has launched the
smallest KITKAT in the world – KITKAT MINI. It will help new consumers enjoy the
NESTLÉ KITKAT break by making it more accessible. This pack will currently be available to
MUNCH:-
MUNCH is wafer covered with delicious choc layer and is the largest distributed brand in its
category. The new MUNCH campaign highlights the great crunchy taste that has made
MUNCH so popular. To know more view the new ad here. Mera MUNCH Mahan!
NESTLÉ MILKYBAR:-
NESTLÉ MILKYBAR is a delicious milky treat which kids love. Relaunched in January 2006
with a Calcium Rich recipe, NESTLÉ MILKYBAR is a favorite with parents to treat their kids
with.
Bar One:-
Bar One is a luscious nougat and caramel with delicious chocolayer. NESTLÉ BAR-ONE
Bar One - the great combination of luscious nougat, caramel and delicious chocolayer – is
To begin with, this pack will be available to consumers in North and South only.
58
NESTLÉ TANG EEZ is our first offering in the growing soft functional confectionery
space. With two unique ingredients, Ajwain and Kala Namak and a mouth watering
NESTLÉ Éclairs:-
NESTLÉ Eclairs are rich milky caramel Eclairs that have a soft center. NESTLÉ Eclairs are
NESTLÉ MILKYBAR Eclairs are delightful Éclairs with a creamy milky chocolate center -
NESCAFÉ CLASSIC:-
NESCAFÉ CLASSIC is 100% Pure Instant Coffee. NESCAFE CLASSIC has the
unmistakable taste of 100% pure coffee and is made from carefully selected coffee beans
picked from the finest plantations, blended and roasted to perfection. 100% coffee…100%
pleasure…..
The secret of great taste lies in the blend. NESCAFÉ SUNRISE PREMIUM is a blend
NESCAFE Mild:-
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Introducing new NESCAFE Mild, an exciting new addition to your home this season.
Indulge in the mild, smooth and rich taste of NESCAFE Mild, created especially for
you using the finest selection of carefully handpicked Arabica and Robusta beans, which are
lightly roasted to perfection. The enticing aroma and smooth flavour of NESCAFE Mild will
ensure that all moments and all conversations are as special and as smooth as MILD itself.
Milo:-
The improved new MILO gives children the energy they need to enjoy their active lifestyle.
Packed with Actigen - E, a unique mix of B-vitamins and other key micro nutrients which help
optimise energy release effectively. In addition its extra cocoa and rich malt makes it so
chocolaty and irresistible that they will always be asking for more.
Advantage of NESTLE:-
Nestlé India manufactures products of truly international quality under internationally famous
brand names such as NESCAFÉ, MAGGI, MILKYBAR, MILO, KIT KAT, BAR-ONE,
MILKMAID and NESTEA and in recent years the Company has also introduced products of
daily consumption and use such as NESTLÉ Milk, NESTLÉ SLIM Milk, NESTLÉ Fresh 'n'
The Company continuously focuses its efforts to better understand the changing lifestyles of
India and anticipate consumer needs in order to provide Taste, Nutrition, Health and Wellness
Weakness Of NESTLE:-
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The company has a complex supply chain management and the main issue for Nestle
India is traceability. The food industry requires high standards of hygiene, quality of
edible inputs and personnel. The fragmented nature of the Indian market place complicates things
more.
GSK:-
GSK is basically a pharmaceutical company that deals in pharmacy products. It has two
beverage products i.e. HORLICKS & BOOST which shows their strong presence in the
market.
Strengths:
o Sound capital base,
Weaknesses
61
o Geographically diverse locations
o Greed
62
• RESEARCH METHODOLOGY
RESEARCH METHODOLOGY
Research may mean the first small step in an endeavor to understand better the change
and evaluating data, deriving deductions, interferences and conclusion after careful testing.
OBJECTIVE OF RESEARCH:-
63
2. It enables us to have a better understanding of our world.
The research specifies the information required to address needed issues, designs the methods
for collecting information, manages and implements the data collection process, and
Tools & techniques mean the methods & ways that how the data for the research collected and
analyzed in order to fulfill the objective of research work.
Primary Data –
Primary data collected from survey of retailers by filling the structured questionnaires.
Secondary Data –
Secondary Data like history of Cadbury collected from various websites, magazines &
newspapers. On the other hand, collected data has been analyzed through tabulation &
percentage analysis. And the technique used for graphical presentation is Bar Charts.
Research Design –
Descriptive (it included surveys and fact finding enquiries of different kinds) and Analytical
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Structured Questionnaire.
Sampling Unit –
Sampling Size –
Sampling Procedure –
65
66
• SWOT
ANALYSIS
SWOT Analysis
Following is the SWOT analysis for Cadbury India
Strength:
1. The main strength of cadbury is their Brand Name. No matter where people live, almost
67
2. Cadbury has a group of effective and efficient employee. Their
regional director Rajib Wahi won the international business man of the year
4. With its brand name, Cadbury could counterattack the competitors it faces.
Weakness:
Beverage sector. The market share of the beverage sector of Cadbury is 7% where
2. The wastage of Cadbury is huge. Last year their wastage was almost
3. Sales of milk chocolate bars, which account for 24 per cent by volume of total sales of
Opportunities:
1. Because of their huge market share Cadbury can provide credit card facilities to the customer.
2. They can launch new varieties of food in market. Like: Bread, various Ice cream etc
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4. Aggressive new product development—low calories, sugar free and sweets
5. Increase in consumption
Threats;
they have the biggest market share but competitor like Nestle.
product
4. Huge competition
5. Threat of new entrant like Amul & reliance are coming with their chocolate.
DATA ANALYSIS
69
S.NO. Category Outlets
1. High End Grosser 26
(HEG)
3. Food Store 17
4. Chemist 23
5. Pan Shop 14
6. Super Market 03 -
7. Wholesale 15
40
35
30
25
20
15
10
5
0
High End Low End Food Chemist Pan Shop Super Wholesale
Grosser Grosser Store Market
(HEG) (LEG)
Analysis
This chart shows the various outlets which were covered in the study
• Cadbury: 89
• Nestle : 58
70
• Both : 39
100
90
80
70
60
50
40
30
20
10
0
cadbury Nestle Both
Analysis:-
The above chart shows the market share for chocolates. It is clear that Cadbury is market leader
in chocolate segment.
• Cadbury : 46
• Nestle : 39
71
• GSK : 51
• All : 37
60
50
40
30
20
10
0
cadbury Nestle GSK All
Analysis:-
The90chart shows the position of milk beverage in the market. With the help of chart it is clear
70
60
50
• Which particular brand of Cadbury/Nestle customer asks again?
40
• Dairy Milk : 83
30
• Kit Kat : 53
20
10
0
Dairy milk Kit Kat
72
Analysis:-
This chart shows that most selling brand of Cadbury & Nestle are DAIRY MILK & KIT KAT
respectively.
50
48
46
• Which company’s cooling equipment you use for cooling?
44
• Cadbury : 46
42
• Nestle : 41
40
• Own : 49
38
36
Cadbury Nestle Own
73
Analysis:-
With the help of above & table it is clear that Cadbury provides proper cooling facilities to its
retailers.
• Yes : 87
• No : 49
74
100
90
80
70
60
50
40
30
20
10
0
Yes No
Analysis:-
With the help of this chart it is clear that most of the retailers are satisfied with Cadbury
products& its services. It is also clear that retailer’s experience with Cadbury is excellent.
• Improper Supply :
• Melted Products
75
• Personal intention of Salesman
• Various schemes
45
40
35
30
25
20
15
10
5
0
Improper · VISI · Melted · · Various
Supply cooler/Fridge Products Personal schemes
related intention of
problem Salesman
72
71
70
63
62
Cadbury Nestle
76
Analysis:-
The above chart shows the advertising & publicity level of Cadbury & nestle.
77
• FINDINGS, CONCLUSION SUGGESTION
FINDINGS
1. Customers are more aware for their brand in comparison to Local brands competitors.
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2. Effect of Advertisement on Customers – High Impact.
4. Most of the people are brand conscious so we can say consumers diverts towards the
branded products.
5. Due to quality and brand image, Customers are increasing towards Branded products.
DAIRY MILK
BORN VITA
ECLAIRS
5 STAR
PERK
9. Generally all RETAILRS use CADBURY products whether at least one or more product
10. In the market there is only a retailer on which the sale of the different product
11. After conducting the market survey of retailers, I found that Cadbury is
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12. Chocolates come under impulse category, i.e., most of the customers
don’t come into the shop to buy chocolates exclusively. They buy it when
they see it in the shop. Hence visibility plays an important role to attract the
CONCLUSION
On the basis of analysis, it is clear that the Customers’ taste & preference is increasing towards
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Due to sincerity & responsiveness, people have to become aware for quality. If the
best quality is provided by the companies then price is not important for customers.
Today, Nation is passing through a phase of rapid transformation. Two forces are mostly
responsible for these types of drastic changes; they are explosive growth of trade &
international competition & other force like technological change. This new era has witnessed
operations in such market where the principal of natural selection lead to the “Survival of the
Fittest.”
RECOMMENDATIONS
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2. The company should launch some innovation schemes to enhance the sales of its
4. Company should improve its product quality, should not leave any point which may lead to
5. Company should do its own SWOT analysis and try to remove its weaknesses.
6. The Company should provide regular schemes and discount for dealers.
LIMITATIONS
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1. Due to time constraints data was collected from a small sample selected purposely.
2. In some cases potential respondents refused to take the time to be interviewed or refused to
3. The recommendations suggested are based on research findings but a cost benefit analysis
4. Some people did not give the response due to wrong understanding.
5. Detail of the sale given by the retailer may be different with the actual condition as the
retailers have given me the details only by their guess none of the shopkeeper had written
records.
7. Shopkeeper might have given me wrong details thinking that I am from CADBURY too
BIBLIOGRAPHY
83
WEBSITES:-
1. www.cadburyindialtd.com
2. www.google.com
3. www.ASK.com
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• ANNEXURE
• The format of questionnaire used for retailer survey.
85
OUTLET SURVEY FORM
Date: …/…/…….
……………………………………………….
13. Are you satisfied with the CADBURY & its services?
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14. If No, then what are the reasons of dissatisfaction?
………………………………………………..
15. Suggestions
……………………………………………………………………………………………………
……………………………………………………………………………………………………
……………………………………………………………………………………..
Signature of Respondent
…………………………..
87
88
89