This project analyzes Cadbury chocolate in the market with its competitors. Cadbury is India's number one chocolate brand and has grown significantly with new technologies. The project aims to analyze Cadbury's marketing strategies compared to competitors and determine its market share. A descriptive research methodology was used including questionnaires, interviews, and observation. The research found that Cadbury has a large market share but faces competition from companies like Nestle. The project provides insights for researchers on the chocolate industry in India.
This project analyzes Cadbury chocolate in the market with its competitors. Cadbury is India's number one chocolate brand and has grown significantly with new technologies. The project aims to analyze Cadbury's marketing strategies compared to competitors and determine its market share. A descriptive research methodology was used including questionnaires, interviews, and observation. The research found that Cadbury has a large market share but faces competition from companies like Nestle. The project provides insights for researchers on the chocolate industry in India.
Original Description:
“ANALYSIS OF CADBURY CHOCOLATE IN THE MARKET WITH ITS COMPETITORS”
This project analyzes Cadbury chocolate in the market with its competitors. Cadbury is India's number one chocolate brand and has grown significantly with new technologies. The project aims to analyze Cadbury's marketing strategies compared to competitors and determine its market share. A descriptive research methodology was used including questionnaires, interviews, and observation. The research found that Cadbury has a large market share but faces competition from companies like Nestle. The project provides insights for researchers on the chocolate industry in India.
This project analyzes Cadbury chocolate in the market with its competitors. Cadbury is India's number one chocolate brand and has grown significantly with new technologies. The project aims to analyze Cadbury's marketing strategies compared to competitors and determine its market share. A descriptive research methodology was used including questionnaires, interviews, and observation. The research found that Cadbury has a large market share but faces competition from companies like Nestle. The project provides insights for researchers on the chocolate industry in India.
Submitted in partial fulfllment of the requirements for the award of the degree of
Bachelor of Business Administration (BBA) To Guru Gobind Singh Indraprastha University, Delhi Submitted to: Submitted by: Dr. GB SitaRam Name :Neha (Faculty Guide) oll No!:"#$$#%#&"' TECNIA INSTITUTE OF ADVANCED STUDIES 1 (pproved by (I)*+, ,inistry o- .D, Govt! o- India (/liated *o Guru Gobind Singh Indraprastha University, Delhi INSTITUTIONA A!EA" #AD$UBAN C$O%&" !O$INI" DE$I' (())*+ E'#ail, director-tecniaindia. /mail-com" %e0site, 111-tecnia-in Fax No: 2755512! T"#: 27555121$2% CONTENTS S No To&'( Pa)" No 1 )erti0cate 2 2 (c1no2ledgements 3 3 3ist o- Symbols 5 4 Chapter-1: Introduction 6 5 Chapter-2: Data Reduction & re!entation 5" 6 Chapter-3: Data #na$%!i! 5& ' )hapter45: )onclusions 62 " e-erences67ibliography 6' & (ppendices 6" 2 C"*+','(a+" I( )!. *+,#( Ro$$ *o. -122131'-" certi.% that the ro/ect Report 0aper Code BB# 31-1 entit$ed 2#*#34SIS 56 C#DB7R4 C,5C53#8+ I* 8,+ )#R9+8 :I8, I8S C5)+8I85RS;; i! done <% me. 8he matter em<odied in thi! ha! not <een !u<mitted ear$ier .or the a=ard o. an% de>ree or dip$oma to the <e!t o. m% ?no=$ed>e and <e$ie.. Signature o- the Student Date: )erti0ed that the ro/ect Report 0aper Code BB# 31-1 entit$ed 2#*#34SIS 56 C#DB7R4 C,5C53#8+ I* 8,+ )#R9+8 :I8, I8S C5)+8I85RS@ done <% )!. *+,# ( Ro$$ *o.-122131'-"( i! comp$eted under m% >uidance. Signature o- the Guide Date: Name o- the Guide: Designation: Countersi/ned Director 3 ACKNOWLED-EMT I =ou$d $i?e to ta?e thi! opportunit% to than? a$$ tho!e peop$e( =ithout =ho!e cooperation and !upport( thi! !tud% =ou$d not haAe <een po!!i<$e. 6ir!t and .oremo!t( I =ou$d $i?e to eBpre!! m% >ratitude to Dr. G B Sitaram( 8ecnia In!titute o. #dAanced Studie! .or hi! >uidance( encoura>ement and patience.
,e >uided me throu>hout m% =or?in> .or the ro/ect( and he$ped me at Aariou! !tep!. I =ou$d $i?e to than? m% .ami$% and .riend! .or their !upport( encoura>ement( cooperation and !u>>e!tion! haAe he$ped me in !ucce!!.u$ comp$etion o. thi! pro/ect. *eha 4 3IS8 56 S4)B53S S.No. S/01o# No0"2(#a+3*" 4 M"a2'2) 1 - ,%phen 2 ( Comma 3 C Semi-Co$on 4 : Co$on 5 D ercenta>e 6 . 6u$$-Stop ' E Do$$ar " F #!teri!? & G *um<er Si>n 1- H So$idu! 11 I Commercia$ atH#t the Rate 12 0 3e.t arenthe!i! 13 1 Ri>ht arenthe!i! 14 J 3e.t Cur$% Brac?et! 15 K Ri>ht Cur$% Brac?e$t! 16 L #po!trophe 1' M 3o= $ineH7nder!core
CHAPTER ONE INTRODUCTION
5 6 8he Cad<ur%;! Inc ha! ta?en the opportunit% to o..er u! a <roader Aie= o. choco$ate cate>or%. 8he Cad<ur%;! India;! no.1 Choco$ate i! a<$e to !hare =ith their mar?et in!i>ht! <a!ed upon unpara$$e$ed <reath o. choco$ate eBperience. Cad<ur% ha! >ro=n .rom !tren>th to !tren>th =ith ne= techno$o>ie! <ein> introduced to ma?e the Cad<ur% con.ectionar% <u!ine!!( one o. the mo!t e..icient in the =or$d. 8he mer>e in 1&6& =ith Sch=eppe! and the !u<!eNuent deAe$opment o. the <u!ine!! haAe $ed to Cad<ur% Sch=eppe! ta?in> the $ed in <oth( the con.ectionar% and !o.t drin? mar?et Intec 79 and <ecomin> a ma/or .orce in the internationa$ mar?et. Cad<ur% Sch=eppe! toda% manu.acture! product in 6- countrie! and a trade in !ta>>erin> 12-. 8he Cad<ur% !tor% i! a .a!cinatin> !tor% o. a .ami$% <u!ine!! that >re= in one o. the <i>>e!t( mo!t $oAed choco$ate <rand in the =or$d. # !tor% that %ou =i$$ remem<er a! the !tor% o. 28he ta!te o. $i.e@. This project is a sincere efort to look for the market potential in chocolate and confectionery industry. A descriptive research procedure had been applied to come to the conclusions of the project. A detailed questionnaire had been prepared and the responses of the concerned people had been collected for the analysis. The project later concluded in recommending the market potential of the chocolate and confectioneries ' E5ECUTI6E SUMMARY TITLE: ANALYSIS OF CADBURY CHOCOLATE IN THE MARKET WITH ITS COMPETITORS. Ra+'o2a#" o, 7+38/: 8he Cad<ur%;! Inc ha! ta?en the opportunit% to o..er u! a <roader Aie= o. choco$ate cate>or%. 8he Cad<ur%;! India;! no.1 Choco$ate i! a<$e to !hare =ith their mar?et in!i>ht! <a!ed upon unpara$$e$ed <reath o. choco$ate eBperience.Cad<ur% ha! >ro=n .rom !tren>th to !tren>th =ith ne= techno$o>ie! <ein> introduced to ma?e the Cad<ur% con.ectionar% <u!ine!!( one o. the mo!t e..icient in the =or$d.8hi! report !tud% a<out mar?et !hare and di..erent !trate>% =ith it! competitor!. 8o ana$%Oe the mar?etin> !trate>ie! o. the compan% =ith 8o determine the mar?et !hare o. Cad<ur% . 8o demon!trate the mar?etin> !trate>ie! o. Cad<ur% India 3td. " I0&o*+a2(": 19 8hi! report i! u!e.u$ .or the re!earcher! =ho are =i$$in> to do re!earch on the Cad<ur% choco$ate and it! pre!ent competitor! in the mar?et. 29 8hi! report !ho=! the pro<$em! a!!ociated =ith the Cad<ur% indu!tr% in the mar?et a! it he$p! in remoAin> the!e pro<$em!. :9 8hi! report can <e u!e.u$ a! a !econdar% data .or choco$ate indu!tr%. %9 8hi! report he$p! in ?no=in> the current and .uture !cenario o. con.ectionar% indu!tr%. 59 8hi! report he$p! in ?no=in> mar?et po!ition o. di..erent con.ectionar% indu!tr%.
. & OB;ECTI6E OF THE PRO;ECT )% main o</ectiAe o. the !tud% on thi! pro/ect i! to demon!trate the mar?etin> !trate>ie! o. Cad<ur% India 3td. 8o ana$%Oe the mar?etin> !trate>ie! o. the compan% =ith it! competitor in the mar?et. 6o$$o=in> are the !ome o. the main o</ectiAe o. m% report are a! under: ComparatiAe !tud% o. Cad<ur% choco$ate in the mar?et =ith it! main competitor!. 8o ana$%Oe the mar?etin> !trate>% o. the Cad<ur% India 3td. 8o !tud% a<out the cu!tomer ta!te and pre.erence in the con.ectionar% item. 8o .ind out the mar?et !hare o. the di..erent competitor! in the choco$ate indu!tr%. #nd a$!o to .ind out the !ati!.action $eAe$ o. cu!tomer a<out their product. . 1- 8hi! report >iAe! the he$p to the mar?eter! .or ana$%Oin> the di..erent competitor! in the choco$ate indu!tr%. 8he!e are the .o$$o=in> !ome importance o. thi! re!earch report a! under: 11 8hi! report i! u!e.u$ .or the re!earcher! =ho are =i$$in> to do re!earch on the Cad<ur% choco$ate and it! pre!ent competitor! in the mar?et. 21 8hi! report !ho=! the pro<$em! a!!ociated =ith the Cad<ur% indu!tr% in the mar?et a! it he$p! in remoAin> the!e pro<$em!. 31 8hi! report can <e u!e.u$ a! a !econdar% data .or choco$ate indu!tr%. 41 8hi! report he$p! in ?no=in> the current and .uture !cenario o. con.ectionar% indu!tr%. 51 8hi! report he$p! in ?no=in> mar?et po!ition o. di..erent con.ectionar% indu!tr% 11 RESEARCH METHODOLO-Y #chieAin> accurac% in an% re!earch reNuire! in depth !tud% re>ardin> the !u</ect. #! the prime o</ectiAe o. the pro/ect i! to compare Cad<ur% =ith the eBi!tin> competitor! in the mar?et and the impact o. *e!t$e on Cad<ur%( the re!earch methodo$o>% adopted i! <a!ica$$% <a!ed on primar% data Aia =hich the mo!t recent and accurate piece o. .ir!t hand in.ormation cou$d <e co$$ected. Secondar% data ha! <een u!ed to !upport primar% data =hereAer needed. Primary data was collected using the following techniques Pue!tionnaire )ethod Direct InterAie= )ethod and 5<!erAation )ethod 12 8he main too$ u!ed =a!( the Nue!tionnaire method. 6urther direct interAie= method( =here a .ace to .ace .orma$ interAie= =a! ta?en. 3a!t$% o<!erAation method ha! <een continuou! =ith the Nue!tionnaire method( a! one continuou!$% o<!erAe! the !urroundin> enAironment he =or?! in. 13 Procedure of research methodology G 8ar>et >eo>raphic area =a! De$hi. *CR. G 8o thi! >eo>raphica$ area Nue!tionnaire =a! >iAen( the Nue!tionnaire =a! a com<ination o. <oth open ended and c$o!ed ended Nue!tion!. G 8he date durin> =hich Nue!tionnaire! =ere .i$$ed =a! <et=een !iB =ee?. G Some dea$er! =ere a$!o interAie=ed to ?no= their pro!pectiAe. InterAie=! =ith the honour o. retai$er o. Cad<ur% =ere a$!o conducted. G 6ina$$% the co$$ected data and in.ormation =a! ana$%!ed and compi$ed to arriAe at the conc$u!ion and recommendation! >iAen. So3*("7 o, 7"(o28a*/ 8a+a 7!ed to o<tain in.ormation on( Cad<ur% and it! competitor hi!tor%( current i!!ue!( po$icie!( procedure! etc( =hereAer reNuired. G Internet G )a>aOine! G *e=!paper : 14 8he re!earch conducted <% +Bp$orator% Re!earch thi! t%pe o. re!earch i! Pua$itatiAe and PuantitatiAe. Pua$itatiAe re.er! to the character! o. the data or proce!! <% =hich the data are >athered. 8he re!earch proce!! con!i!t! o. a !erie! o. c$o!e$% re$ated actiAitie!. :h% a re!earch !tud% ha! <een underta?en. :h% a re!earch !tud% ha! <een underta?en( ho= the re!earch pro<$em ha! <een de.ined( in =hat =a% and =h% the h%pothe!i! ha! <een .ormu$ated( =hat data ha! <een co$$ected and =hat particu$ar method ha! <een adopted and a ho!t o. !imi$ar other Nue!tion are u!ua$$% an!=ered =hen =e ta$? o. re!earch methodo$o>% concernin> a re!earch pro<$em or !tud%. 15 Sa0&#'2): 8he data =a! to <e co$$ected on$% .rom the Con!umer! and Retai$er!. # Nue!tionnaire =a! prepared and interAie=in> =ith Retai$er! and Con!umer!. # deci!ion ha! to <e ta?en concernin> a !amp$e unit <e.ore !e$ectin> the num<er o. !amp$e!. It ma% <e >eo>raphica$ a! =e$$ a! indiAidua$.. S'<" o, Sa0&#": 8hi! re.er! the num<er o. item! 05ut$et!1 to <e !e$ected .rom the .inite uniAer!e to con!titute a !amp$e !iOe. 8he !urAe% =a! conducted o. 5- out$et!. A2a#/7'7: 8he data =a! ta<u$ated manua$$% and =a! a$!o ana$%Oed manua$$% eBce$ =a! u!ed to ma?e >raph! and pie chart. 26D o. peop$e are intere!ted in eatin> choco$ate and '4D are not eatin>. 8he Cad<ur% <rand choco$ate '5D o. peop$e pre.er a.ter that *e!t$e( #mu$ and other! are ta?e p$ace. )o!t o. the peop$e <u% choco$ate .rom !uper!tore and a.ter that .rom retai$ or moAie ma$$. 54D peop$e are not a=are .rom thi! <rand =hi$e 46D are a=are. Dair% mi$? and 5 !tar i! mo!t .amou! product o. Cad<ur%. Cad<ur% choco$ate i! Aer% ea!i$% aAai$a<$e in the mar?et. 16 Co2(#37'o2: 8hi! compan% pro/ect ha! demon!trated 2C#DB7R4;S )#R9+8I*G #*D C5)+8I8IQ+ S8R#8+GI+S@ that ha! proAed to <e eBten!iAe throu>h( and o. >reat <ene.it to the compan% in .urtherin> it! competitiAe adAanta>e. In thi! pro/ect it po!!i<$e to !ee the !ucce!! o. Cad<ur%;! in it! indor!e it! !tron> potentia$ to continue to do =e$$. R"(o00"28a+'o27 : )aintain dominance in choco$ate( con.ectioner% and mar?et $eader!hip in <$o=n drin?!. *e= channe$! !uch a! >i.tin>( chi$d connectiAit% and Aa$ue .or mone% o..erin> to <e the ?e% >ro=th driAe!. Gro= Ao$ume !a$e! at $ea!t 2-D p.a. oAer the neBt %ear!. #chieAe the >oa$ o. <e!t manu.acturin> $ocation in Cad<ur% Sch=eppe! =or$d .or Dair% )i$? and Rc$air!. 5ne ne= ma/or product $aunch eAer% %ear. 1' LITERATURE RE6IEW H'7+o*/ o, +=" (o0&a2/ 8he $e>end ca$$ed Cad<ur% 1>2% S # once <u!ine!! =a! opened in 1"24 <% a %oun> Pua?er( Tohn Cad<ur%( in Bu$$ !treet Birmin>ham =a! to <e the .oundation o. Cad<ur% 3imited( no= one o. the =or$d;! $ar>e!t producer o. choco$ate. 1>:1 S B% thi! %ear the <u!ine!! had chan>ed .rom a >rocer% !hop and Tohn Cad<ur% had <ecome a manu.acturer o. drin?in> choco$ate and cocoa. 8hi! =a! the !tart o. Cad<ur% manu.acturin> <u!ine!! a! it i! ?no=n toda%. # $ar>er .actor% in Brid>e Street Birmin>ham =a! rented in 1"4'( Tohn Cad<ur% =a! /oined <% hi! <rother Birmin>ham and the <u!ine!! <ecame Cad<ur% Brother o. Birmin>ham. 1>?1 S Tohn Cad<ur% re!i>ned hi! <u!ine!! and handed oAer to hi! !on!( Richard( 25 and Geor>e( 21 =ho a.ter 5 di..icu$t %ear! a$mo!t !hut do=n the <u!ine!! to ta?e up other Aocation. 6ortunate$% .or >eneration o. choco$ate $oAer!( the% didn;t. 1>?? S Sa= a turnin> point .or the compan% =ith the introduction o. a proce!! .or pre!!in> the cocoa <utter .rom the coca <ean!. 8hi! not on$% ena<$ed Cad<ur% Brother! to produce pure coca e!!ence( <ut the p$enti.u$ !upp$% o. coca <utter remainin> =a! a$!o u!ed to ma?e ne= ?ind o. eatin> choco$ate. 8he e!!ence =a! adAerti!ed a! L#<!o$ute$% pure( there.ore <e!t;. 1>7@ S Bu!ine!! pro!pered .rom thi! time and Cad<ur% Brother out>re= the Brid>e Street .actor%( moAin> in 1"'& to a LGreen.ie$d; !ite !ome mi$e! .rom the center o. Birmin>ham =hich came to ca$$ BourneAi$$e. 8he openin> o. the Cad<ur% .actor% in a >arden a$!o hera$ded a ne= era in indu!tria$ re$ation! and emp$o%ee =e$.are =ith /oint con!u$tation <ein> /u!t one o. the introduced <% the pioneerin> Cad<ur% Brother!. 1>@@ S In thi! %ear the <u!ine!! priAate $imited compan% S Cad<ur% Brother! 3imited. ro>re!! !ince the !tart o. the centur% throu>h the inter S =ar %ear! on=ard ah! <een 1" rapid. Choco$ate ha! moAed <ein> a 2$uBur%@ item to =e$$ =ithin the .inancia$ reach o. eAer%one. 1@5 S Cad<ur% ha! man% .amou! <rand! =ith one o. ma/or !ucce!! !tor% <ein> Cad<ur%;! Dair% )i$? choco$ate $aunched in 1&-5( toda% Britain;! .aAorite modu$ed choco$ate <ar. Cad<ur% toda% i! the mar?et $eader in the 7.9 choco$ate con.ectionar% mar?et( emp$o%in> the mo!t adAanced proce!!in> techno$o>% and mana>ement in.ormation and contro$ techniNue!. 8he compan% i! the con.ectionar% diAi!ion o. Cad<ur% Sch=eppe! p$c =hich i! ma/or .orce in the con.ectionar% and !o.t drin?! internationa$ mar?et. :or$d - =ide Cad<ur% i! one o. the pre S eminent name! in con.ectionar% =ith impre!!iAe ran>e o. .amou! <rand!. Pua$it% ha! <een the .ocu! o. the Cad<ur% <u!ine!! .rom the Aer% <e>innin> a! >eneration! haAe =or?ed to produce choco$ate =ith that Aer% !pecia$ ta!te( !moothne!! and !nap( !o characteri!tic! o. Cad<ur%;! choco$ate. 1& D"7')2 D"A"#o&0"2+ )i$? choco$ate .or eatin> =a! .ir!t made <% Cad<ur% in 1"&' <% addin> mi$? po=der pa!te to the dar? choco$ate recipe o. cocoa ma!!( cocoa <utter and !u>ar. B% toda%;! !tandard! thi! choco$ate =a! not particu$ar$% >ood a! it =a! Aer% coar!e and dr% and =a! not !=eet or mi$?% enou>h .or pu<$ic ta!te!. #t that time there =a! a >reat dea$ o. competition in the 7.9 .rom continenta$ manu.acture!( not on$% the 6rench =ith their .anc% choco$ate! <ut a$!o .rom the S=i!!( =ho =ere reno=ned .or their mi$? choco$ate. 3ed <% Geor>e Cad<ur% /unior( the BourneAi$$e eBpert! !et out to meet the cha$$en>e. # con!idera<$e amount o. time and mone% =a! !pent on re!earch and ne= p$ant de!i>n to produce the ne= choco$ate in much $ar>e Nuantitie!. # ne= recipe =a! .ormu$ated .re!h mi$? and ne= production proce!!e! =ere deAe$oped to produce mi$? S choco$ate not a! mere$% a! >ood a! <ut <etter than the imported mi$? choco$ate. B% 1&13 it had <ecome the compan%;! <e!t !e$$in> $ine and in the mid t=entie! Cad<ur%;! Dair% )i$? >ained it! !tatu! a! the <rand $eader( a po!ition that it ha! he$d eAer !ince. 8oda% more than 25- mi$$ion <ar! o. Cad<ur%;! Dair% )i$? are made eAer% %ear and !a$e! reach oAer 1-- mi$$ion ound in Aa$ue. Ca813*/B7 Da'*/ M'#C S+o*/ Choco$ate ha! <een en/o%ed <% !ucce!!iAe >eneration !ince the manu.acturin> proce!! =a! deAe$oped in the Qictorian 8ime!. Good choco$atier! i! an art .orm dependin> on recipe tradition!( =hich haAe >ro=n oAer the %ear! B% toda%;! !tandard! the .ir!t choco$ate .or eatin> =ou$d haAe <een con!idered Nuite unpa$ata<$e. It =a! the introduction o. the Qan ,outen cocoa pre!! .rom ,o$$and that =a! the ma/or <rea? throu>h in the choco$ate production a! it proAided eBtra cocoa <utter needed to ma?e a !mooth >$o!!% choco$ate. 2- CADBURY PRODUCTS C=o(o#a+" 4 Co2,"(+'o2a*/ Da'*/ M'#C Fruit & Nut Picnic
Perk Gems clairs
Nutties Temptation Bournville 21 Foo8 D*'2C7 OAa#+'2" D*'2C'2) (=o(o#a+" Bo3*2A'+a Ho*#'(C7 T=" Ca813*/ S+o*/ Ca813*/B7 73(("77 7+o*/ In 1&"4( Tohn Cad<ur% .ounded 7.9. compan% =ith one aim:- to create the hi>he!t Nua$it% choco$ate. B%1&6&( =hen Cad<ur% mer>ed =ith the !o.t drin? >iant. Sch=eppe!( Cad<ur% <rand! =ere a$read% .amou! a$$ around =or$d. 8oda% Cad<ur%;! production are en/o%ed in 12- countrie!( =ith 4- choco$ate con.ectionar% <rand!( Cad<ur% dominated mar?et! a! .ar a! the 7.9. and #u!tra$ia that;! =h% Cad<ur% haAe <een du<<ed 28he =or$d;! ma!ter choco$ate ma?er!@. 22 T=" 7"(*"+ o, Ca813*/B7 73(("77 :hat i! the !ecret o. Cad<ur%;! continuin> !ucce!! .ir!t there;! the care.u$ !e$ection o. the .ine!t coca <ean! .rom =e!t #.rica( a! =e$$ a! ta!t% haOe$ nut! .rom 8ur?e% and the .ine !heet and choice!t natura$ in>redient aAai$a<$e to u! an%=here.6ina$$% there;! !?i$$.u$ mar?etin> Cad<ur% a$=a%! ta?e! eBtreme care in !e$ectin> and mar?etin> the ri>ht ran>e o. product in eAer% cau!e. 8he ri>ht product( the ri>ht partner!( the ri>ht mar?etin>( the promotiona$ <ac? up and the ri>ht emp$o%ee!. 8he!e are the in>redient! in Cad<ur%;! $ate!t recipe! .or !ucce!!. Ri>ht .rom the !tand Cad<ur% Dair% )i$? Choco$ate !ucce!! ha! <een <a!ed on 4 .actor!:- Pua$it% Qa$ue .or mone% #dAerti!in> A03# C=o(o#a+"7 AMUL CHOCOLATE is made from Sugar, Cocoa Butter, Milk Solids, Chocolate mass 23 Composition: )i$? 6at 2D Su>ar 55D 8ota$ 6at 32.33D 0)i$? 6at U Cocoa 6at1 Cocoa So$id! '.5D )i$? So$id! 2-D P*o83(+ S&"(','(a+'o2: Meets all requirements under the PFA for boiled sugar confectionary. Gujarat Cooperative Milk Marketing Federation GCMMF: An Overview Gu/arat CooperatiAe )i$? )ar?etin> 6ederation 0GC))61 i! IndiaV! $ar>e!t .ood product! mar?etin> or>ani!ation. It i! a !tate $eAe$ apeB <od% o. mi$? cooperatiAe! in 24 Gu/arat =hich aim! to proAide remuneratiAe returns to the farmers and also !erAe the intere!t o. con!umer! <% proAidin> Nua$it% product! =hich are >ood Aa$ue .or mone%. M"01"*7: 12 di!trict cooperatiAe mi$? producer!V 7nion No. o, P*o83("* M"01"*7: 2.36 mi$$ion No. o, 6'##a)" So('"+'"7: 11(333 To+a# M'#C =a28#'2) (a&a('+/: 6.& mi$$ion $itre! per da% M'#C (o##"(+'o2 DTo+a# $ 2:$%9: 1."1 <i$$ion $itre! M'#C (o##"(+'o2 DDa'#/ AA"*a)" 2:$%9: 4.&' mi$$ion $itre! M'#C D*/'2) Ca&a('+/: 511 metric 8on! per da% Ca++#",""8 0a23,a(+3*'2) Ca&a('+/: 234- )t! per da% Sales Turnover Rs (million) US $ (in million) 1999-00 11140 355 2000-01 13790 400 2001-02 15540 450 2002-03 18840 455 2003-04 22192 493 2004-05 22185 493 2005-06 22588 500 2006-07 23365 500 2007-08 27457 575 2008-09 28941 616 25 A03# B*a287 Pua$it% i! the e!!entia$ in>redient in a$$ o. our <rand! and the rea!on =h% mi$$ion! o. peop$e choo!e *e!t$W product! eAer% da%. 5ur con!umer! haAe come to tru!t in *e!t$W;! commitment to eBce$$ence and turn to *e!t$W <rand! to maintain nutritiona$ <a$ance in a .a!t paced =or$d. Ba1/ Foo87: Nutrition that suits the needs of your baby.
Dairy Products: 6rom !he$.-!ta<$e !o$ution! to chi$$ed dair%.
Ice Cream: Di!coAer the =or$d o. de$iciou! *e!t$W Ice Cream.
Chocolate & Confectionery De$i>htin> the !en!e! =ith a ran>e o. ta!te! and teBture!. Prepared Foods: Preparing well-balanced meals is a snap with Nestl.
2' Beverages: Drink to a healthy, active life with Nestl beverages. Food Services : Providing food and beverage professionals with a wide range of solutions.
Bo++#"8 Wa+"*: Capturin> nature in it! pure!t .orm. Petcare : Nutrition, health and wellness for your pet. 2" N"7+#" I28'a 8,+ *+S83+ India !toc? ha! <een <u<<$in> =ith actiAit% in an other=i!e $i!t$e!! eNuit% mar?et. 8i$$ date( the !toc? ha! !ur>ed '' per cent .rom it! $o= o. R! 3-4 in )a% 2--- and no= command! a Aa$uation 3& time! the eBpected earnin>! .or 2---. 8hi! i! !teep <% 6)CG !tandard!. 8he recent !ur>e in the !toc? i! part$% driAen <% the announcement <% the parent( *e!t$e S#( that it =ou$d u!e the creepin> acNui!ition route to mop up another .iAe per cent in *e!t$e India throu>h open-mar?et purcha!e!. But improAin> the !toc?V! Aa$uation can a$!o <e traced to >ood .inancia$ per.ormance in a mar?et !tarAed o. hea$th% earnin>! num<er!. O2 a (o0"1a(C +*a'# 8he re!umption o. it! co..ee eBport! to Ru!!ia and a .aAoura<$e input price enAironment pepped up *e!t$e IndiaV! net pro.it >ro=th to 2" per cent in the .ir!t nine month! o. 2---. Sa$e! >ro=th in thi! period =a! 1-.4 per cent( =ith dome!tic !a$e! ri!in> &." per cent and eBport !a$e! 13." per cent. In rea$it%( the >ro=th in !u!taina<$e net pro.it! =a! hi>her than 2& reported a! the compan% too? an additiona$ one-time char>e o. R! 14.'- crore in the .ir!t nine month! o. 2--- .or proAi!ion! a>ain!t contin>encie!. 7nu!ua$$%( $o= input price! ma% haAe contri<uted con!idera<$% to mar>in eBpan!ion. Continuin> !urp$u!e! in >$o<a$ production haAe pu!hed <oth co..ee and cocoa price! 0the t=o ?e% input! .or *e!t$e India( apart .rom mi$?1 to hi!toric $o=! in 2---. :hi$e co..ee price! are hoAerin> c$o!e to their !eAen-%ear $o=!( cocoa price! recent$% <ounced o.. their $o=e!t $eAe$! in three decade!. :ith >$o<a$ a>encie! .oreca!tin> hi>h carr%-in !toc?! .or the neBt !ea!on( the !o.t input price adAanta>e cou$d <e =ith *e!t$e .or the time <ein>. Doe! thi! mean *e!t$e India =i$$ !u!tain it! hea$th% earnin>! per.ormance oAer the neBt coup$e o. %ear!X 8hi! =i$$ depend on it! a<i$it% to reAiAe !a$e! >ro=th in it! dome!tic product cate>orie!. -*""2"* &a7+3*"7 a+ =o0" *e!t$eV! 1-.4 per cent !a$e! >ro=th in the .ir!t nine month! o. 2--- i! part$% ma>ni.ied <% the $o= <a!e o. compari!on. 8he ce!!ation o. co..ee eBport! to Ru!!ia due to the economic cri!i! there( $ed to a 3" per cent drop in eBport !a$e! 0and a 5 per cent drop in net !a$e!1 .or *e!t$e India. In!tant co..ee eBport! to Ru!!ia re!umed thi! %ear( <ut the <u!ine!! remain! poor <ecau!e rea$i!ation! haAe .a$$en in $ine =ith >reen co..ee price!. Since rea$i!ation! in the eBport mar?et are un$i?e$% to $oo? up in the neBt %ear( *e!t$e =i$$ continue to $oo? to it! dome!tic product port.o$io to !u!tain earnin>! >ro=th. In recent time!( a! =ith other 6)CG companie!( *e!t$e IndiaV! top$ine >ro=th in the dome!tic mar?et =a! unimpre!!iAe( at around " per cent and &." per cent in the .ir!t nine month!. In the dome!tic mar?et( *e!t$e India ha! traditiona$$% deriAed it! reAenue! .rom .iAe product <a!?et! -- co..ee 0*e!ca.e Se$ect( Sunri!e1C mi$? product! 0)i$?maid conden!ed mi$? and read% miBe!( Co..eemate co..ee creamer( +Aer%da% Dair% :hitener1C =eanin> .ood! .or in.ant! 0Cere$ac( *e!tum( 3acto>en1C choco$ate!Hcon.ectioner% and 3- ma$ted <eAera>e! 0)i$o( 9it9at( Char>e( )unch( o$o1C and .ood product! 0)a>>i nood$e!( !oup!1. Ca7= (oE7 7#oE 8oE2 5. the!e( =eanin> .ood! and mi$? product! are the ca!h co=!( =ith dominant mar?et !hare! in <oth <u!ine!!e!. But a! the!e are mature product!( the% appear $i?e$% to de$iAer !tead%( and not !corchin>( >ro=th rate!. Sa$e! >ro=th in the!e <u!ine!!e! =a! $e!! than .iAe per cent . In choco$ate! and in!tant co..ee( the >ro=th pro!pect! appear <ri>hter( <ut *e!t$e .ace! inten!e competition .rom the p$a%er! =ith the dominant mar?et !hare!. :hi$e 7ni$eAer and 8ata Co..ee are !i>ni.icant threat! in the co..ee mar?et( the mar?et $eader Cad<ur% India ha! <een a potent threat in the choco$ate con.ectioner% mar?et. *e!t$eV! 9it?at ha! actua$$% ceded mar?et !hare to Cad<ur%V! er? in the pa!t %ear. 8he mar?et .or !pecia$i!ed .ood product! !uch a! !oup! and nood$e! ho$d! hea$th% >ro=th potentia$. But the mar?et i! re$atiAe$% !ma$$ and p$a%er! !uch a! Internationa$ Be!t.ood!( 7ni$eAer and Da<ur are A%in> =ith a ho!t o. imported <rand! and re>iona$ p$a%er! .or a !hare o. the pie.
S+*"+(='2) "x'7+'2) 137'2"77"7 5Aer the pa!t %ear( *e!t$e ha! deAoted con!idera<$e attention to the eBpan!ion o. it! dome!tic <u!ine!!e!. It ha! dra=n <rand! !uch a! Co..eemate co..ee creamer( 6rappe co$d co..ee and *e!ca.e Go$d .rom the S=i!! parentV! port.o$io to eBpand it! mi$? product! and <eAera>e! ran>e. Incidenta$$%( the input! .rom the parent do not come .ree. *e!t$e India paid it! parent a R! 53.6&-crore ro%a$t% 0net pro.it! .or the %ear =ere R! &".4' crore1. Ro%a$t% pa%ment! accounted .or 3.5-4 per cent o. !a$e! oAer the pa!t three %ear!. 31 *e!t$e ha! u!ed the !o.t input price! to reduce price! o. it! co..ee and choco$ate <rand!. roduct! !uch a! 9it9at and )unch in $o=-unit price pac?! haAe <een u!ed to encoura>e tria$ and <o$!ter .$a>>in> Ao$ume!. But the!e moAe! =i$$ ta?e time to pa% o... ,o=eAer( the reAiAa$ third Nuarter dome!tic !a$e! i! heartenin>. 6or the Nuarter ended( *e!t$e reported an 1" per cent >ro=th in dome!tic !a$e! 0eBport !a$e! dec$ined " per cent due to $o=er rea$i!ation!1. Con!iderin> that *e!t$e ha! reduced <oth co..ee and choco$ate price! oAer the pa!t %ear and he$d other product price!( thi! indicate! Ao$ume >ro=th o. a hi>her order. # p$an to eBpand the net=or? o. *e!ca.e Aendin> machine! and e!ta<$i!h co..ee <ar! to encoura>e out-o.-home con!umption o. co..ee i! a$!o on the card!. T"7+'2) +=" Ea+"*7 5Aer the pa!t %ear( the compan% ha! a$!o announced .ora%! into three ne= area! -- $iNuid mi$?( <ott$ed =ater and <i!cuit!. 8he .ora% into <i!cuit! i! throu>h the /oint Aenture +Bce$!ia 6ood!( !o the contri<ution to *e!t$eV! reAenue! ma% at <e!t <e in the .orm o. diAidend! .or no=. 3iNuid mi$? and <ott$ed =ater are <u!ine!!e! that ho$d immen!e >ro=th potentia$. 3ar>er p$a%er! can eBpand throu>h hi>her penetration $eAe$! and at the eBpen!e o. the unor>ani!ed !e>ment. ,o=eAer( <oth the!e !e>ment! are Nuite cro=ded =ith .eature $i!ted and un$i!ted p$a%er! =hich haAe con!idera<$e .inancia$ mu!c$e. In the $iNuid mi$? !e>ment( *e!t$e =i$$ <e up a>ain!t the .ormida<$e #mu$( apart .rom a ho!t o. priAate dairie! =ith e!ta<$i!hed c$iente$e. In the <ott$ed =ater mar?et( the mar?et $eader( Bi!$eri 0o. ar$e roduct!1( ha! had to contend =ith competition .rom !core! o. me-too <rand!( apart .rom ep!iV! #Nua.ina( Coca-Co$aV! 9in$e%. Goin> .or=ard( competition i! on$% $i?e$% to increa!e( =ith Britannia p$annin> to $aunch more <ott$ed =ater <rand! .rom it! .orei>n co$$a<orator DanoneV! port.o$io 0+Aian( one o. the $ar>e!t <ott$ed =ater <rand!( i! a$read% on !hop !he$Ae!1. 32 S+*'A'2) ,o* 2'(="7 *e!t$e India ha! a$read% $aunched t=o <ott$ed =ater <rand! in the dome!tic mar?et -- the internationa$$% reno=ned errier( .o$$o=ed recent$% <% it! !par?$in> minera$ =ater <rand( San e$$e>rino 0reputed to <e !ourced .rom the S=i!! #$p!1. ,o=eAer( <oth product! are .or upmar?et con!umer!. 8he premium pricin> !u>>e!t! that the product! =i$$ remain niche product! =ith re$atiAe$% !ma$$ tar>et mar?et!. ure 3i.e( the ma!! mar?et <ott$ed =ater <rand to <e $aunched !hort$%( =i$$ determine the !ucce!! or .ai$ure o. *e!t$eV! <ott$ed =ater .ora%. *e!t$e India ha! a$!o !hied a=a% .rom the ma!! mar?et .or $iNuid mi$? in p$a!tic pouche!( and in!tead re!tricted it!e$. to u$tra heat treated 07,81 mi$? in 8etrapac?!. 8he product i! priced at a !u<!tantia$ premium to the other $oca$ <rand!. InAe!tment out$oo?: *e!t$eV! ne= product .ora%! are into eBtreme$% competitiAe mar?et! and inAe!tment! in the ne= <u!ine!!e! are $i?e$% to <e hi>h oAer the neBt .e= %ear!. In thi! re!pect( the adAanta>e o. !o.t input price!( hi>h ca!h .$o=! aAai$a<$e .rom the !ta<$e <u!ine!!e! 0!uch a! =eanin> cerea$! and co..ee1 and the .inancia$ mi>ht o. the parent( *e!t$e S#( =i$$ !tand *e!t$e India in >ood !tead. 8he ro%a$t% to the parent !hou$d en!ure that *e!t$e India continue! to en/o% un>rud>in> acce!! to the parentV! product port.o$io. In man% re!pect!( in India *e!t$e i! pitted a>ain!t it! ?e% adAer!arie! =or$d=ide -- Groupe Danone and 7ni$eAer. In the .ood! <u!ine!! at the >$o<a$ $eAe$( <oth companie! are con!idera<$% !ma$$er than *e!t$e S#. 33 O*)a2'<a+'o2a# S+*3(+3*"
34 )ana>in> Dire ctor Genera$ )an a>er Qice re!ident )ar?etin> )anu.actur i n Sa$e! 6inance Di!tri<utio n
Ca813*/ S(=E"&&"7 Cad<ur% Sch=eppe! p$c( a >$o<a$ <eAera>e and con.ectionar% >iant =ith annua$ !a$e o. R! 2-(--- crore!(i! the =or$d! num<er one non S co$a !o.t drin? compan% haAin> <ott$in> and partner!hip operation! in 14 countrie! and .ranchi!e! o. it! <rand in a .urther "6 countrie! around the =or$d. It! ,undred ercent !u<!idiar% in India named Cad<ur% Sch=eppe! BeAera>e India 0priAate1 3imited 0CSBI31 !tarted operation in )arch 1&&5. 8he .ir!t <rand =a! $aunched =a! cru!h =hich =a! $ater .o$$o=ed <% Canada Dr%( Sch=eppe! 8onic :ater( Sch=eppe! Bitter 3emon. CSBI3 =ith it! .ranchi!e a>reement =ith 1& <ott$e! throu>hout India propo!e! to <e a hou!eho$d name. It ha! a po$ic% .or 65B5! 06ranchi!e o=ned <ott$in> operation! un$i?e Co?e and ep!i =hich pre.er C5B5(! 0Compan% o=ned <ott$in> operation!1. In 65B5 the <eAera>e! compan% on$% !upp$ie! the concentrate and the mar?etin> !upport to <ui$d <rand eNuit%. 8he other a!pect! $i?e machiner%( <ott$in> $ine( $and and di!tri<ution i! the re!pon!i<i$it% o. the <ott$er. #! it! C+5 )r. #!ho? Tain !a%!( 2=e are the !o.t=are( the% are the hard=are@. Ca813*/B7 Ma*C"+ S")0"2+ )ar?et p$ace .or an% product i! compri!ed o. man% di..erent !e>ment! o. con!umer!( each =ith di..erent need! and =ant!. )ar?et! !e>mentation can <e de.ined in a num<er o. =a%! !uch a!: Demo>raphic Aaria<$e! 0e.>. Con!umer! are >roup!( >ender( materia$ !tate! income etcY1 8he $i.e!t%$e o. con!umer! 0i.e. their intere!t! and actiAitie!1 the <ene.it! =hich con!umer! $oo? .or in a product or on the occa!ion! =hen the product mi>ht <e con!umed. Cad<ur% ta?e! into account a$$ the!e .actor! =hen producin> a ran>e o. product!. It tar>et! di..erent !e>ment! =ithin the mar?et( !uch a! the. 35 Brea? !e>ment S product! =hich are norma$$% con!ume a! a !natched <rea? and o.ten =ith tea and co..ee( .or eBamp$e Cad<ur%;! er? and !nac? ran>e. Impu$!e !e>ment S the!e product! are o.ten purcha!e on impu$!e( eatin> the!e and then. 8he% inc$ude product !uch a! Cad<ur%;! Dair% )i$?. 8a?e home !e>ment S thi! de!cri<e! product that are norma$$% purcha!ed in !upermar?et!( ta?en home con!umed at a $ater
36 T=" D'a)2o7'7 8oda%( 8he Rea$ 8a!te o. 3i.e campai>n( =hich !erAed 7p choco$ate in >enera$( and C5) in particu$ar( into the con!ciou!ne!! o. adu$t( ha! a$read% <ecome a c$a!!ic o. adAerti!in> and mar?etin>. B% 1&&3( Cad<ur% =a! de!perate$% !ee?in> >ro=th .or the <randY 2:ith a mar?et !hare o. '-D( tr%in> to =in a=a% cu!tomer! .rom competitor! in thi! !ta>nant mar?et =ou$dn;t he$p. 8he% had to .ind ne= cu!tomer!( peop$e =ho;d neAer <ou>ht choco$ate <e.ore. 5r( the% had to increa!e con!umption $eAe$!@. 8he o<Aiou! !o$ution( in a pecu$iar predicament. De!pite $o= penetration( <oth the <rand and the cate>or% =ere di!p$a%in> !%mptom! o. a>e: .a$terin> >ro=th( hi>h reco>nition( and $ac? o. eBcitement. 8he mar?et re!earch reAea$ed the cau!e o. the >ra%in>: choco$ate =a!n;t a !nac? in India. 2In mature mar?et!( choco$ate !tradd$e a continuum( .rom <outiNue product S pac?a>ed ra= indu$>ence S to a ca!ua$ .ood@. So( Cad<ur% =hipped up a >ro=th !o$ution that inAo$Aed a!!ociatin> the <rand =ith !nac?in> and .unctiona$$%( =hich ineAita<$% >o to>ether =ith hi>h con!umption rate! in the :e!tern mar?et!. 8he neBt !tep: identi.% the <arrier! preAentin> con!umer! .rom choco$ate a! a !nac?. # <atter% o. te!t( <oth NuantitatiAe and Nua$itatiAe( comparin> choco$ate con!umption to a <a!?et o. competitiAe product! reAea$ed an unmi!ta?a<$e an!=er. 3' T=" T"7+7 De!pite the *eed 8o C$ear 8he re!idua$ memor% o. CD);! .ormer a!!ociation( caution preAented a <i> <rea? =ith the pa!t( .orcin> Cad<ur% to eBperiment =ith a com<ination o. continuit% and chan>e. 8he proce!! entai$ed under!tandin> the .oundation o. the <rand( !ince it =a! the!e that =ou$d !upport the ne= !tructure@. 5ut =ent the carin> - and - !harin> e$ement( <ut the .ami$% conteBt !ta%ed. 2Cad<ur% had t=o pi$$ar!( !o it made !en!e to chan>e one@. Choco$ate !hou$d <e eaten =heneAer %ou .ee$ $i?e. It =a! an impu$!e item( !o =h% !hou$dn;t it <e !o$d a! oneX@. 8he .ir!t o. the t=o commercia$ .ocu!ed on .unctiona$it%( pur>in> the emotiona$ e$ement. I! the !tor%$ine( 8he .ather =atche! 8Q( en>ro!!ed( >na=in> a=a% at a <ar o. CD). 8he chi$dren enter( .o$$o=ed <% the mother-<ut( <% that time( the .ather ha! comp$eted the di!tinct$% un paterna$ act o. deAourin> the entire <ar. 8he chi$dren are !hoc?ed( =here upon the produce! another <ar .or them-on$% to eat that up too. 6ina$$%( the mother <rin>! another <ar out o. her <a>. 8he $a!t !hot more CD) <ar! !tre= around ca!ua$$%. 8he !econd commercia$ conAe%ed the !ame me!!a>e( depictin> .our mem<er o. a .ami$% doin> their o=n thin> on a Sunda% a.ternoon( each ca!ua$$% munchin> a=a% on choco$ate!. 8he $e!! than S !u<t$e me!!a>e: eatin> choco$ate;! /u!t an eAer%da% a..air( =ithout !pecia$ occa!ion or re$ation!hip comin> into p$a%. De!pite their !trate>ic intent( <oth ad! .ai$ed on pre S airin> te!t!. :h% .or !tator!( chi$dren =ere outra>ed at the idea o. a parent con!umin> choco$ate( =hi$e adu$t! =ere do=n ri>ht an>r% at the notion o. the .ather depriAin> hi! chi$dren o. choco$ate <ar. Tu!t a! important( con!umer re/ected the idea that choco$ate-eatin> cou$d <e eNuated =ith mechanica$ actiAitie! $i?e com<in> one;! hair. #.ter a$$( choco$ate! =ere 3" a<out .ee$in>!. 8here had to <e ma>ic( romance( $oAe and emotion. 8he!e e$ement! had <een ripped a=a% .rom the adAerti!in>. It =a! !an! emotion@. Pa*"2+ A*" D',,"*"2+ F*o0 A83#+7 +Aen a! the ad .ai$ed( ho=eAer( the% >enerated a Aa$ua<$e <%product( in the .orm o. a ne= in!i>ht( into adu$t <ehaAior. 27!in> tran!actiona$ ana$%!i! on re!pon!e( Cad<ur%;! .ound that adu$t a! parent! <ehaAe Aer% di..erent$% .rom adu$t! a! adu$t!. eop$e .or<id their chi$dren .rom haAin> chip!( <ut >or>e them!e$Ae!. 28he imp$ication@:- 28he moment the adu$t =a! !ho=n in the conteBt o. hi! ro$e a! a parent( a$$ hi! co>nitiAe preconception a<out the product =ou$d come to the .ore. ,e;d thin? a<out the rea!on! =h%( and the <$oc? =ou$d automatica$$% come up@. Ta& (='#8$")o 7+a+" E'+='2 +=" a83#+! 7+'03#a+'2) 8"7'*"! 7&o2+a2"'+/! a28 +=" (*aA'2) ,o* '27+a2+ )*a+','(a+'o2. T=" P*"7(*'&+'o2 8he crucia$ Nue!tion that Cad<ur% =a! con.ronted =ith: =hat !trate>% !hou$d it dep$o% to re/uAenate C5) in a =a% that =ou$d appea$ to the chi$d $ur?in> =ithin the adu$tX 8o in/ect a modern .$aAor into C5)( the% cho!e to create a ne= <rand identit%( <orro=in> a $ea. .rom mar?etin> >uru DaAid #a?er( =ho decree! that <rand identit% !hou$d e!ta<$i!h a re$ation!hip <et=een the <rand and the cu!tomer <% >eneratin> Aa$ue propo!ition inAo$Ain> .unctiona$( emotiona$( or !e$.-eBpre!!iAe <ene.it!. T=" A87 Ha8 To B" L'2Ca1#" 3& 28he con!umer =i$$ a$=a%! te$$ =hat hi! current <e$ie. !%!tem i!( not =hat it !hou$d <e Cad<ur%;! /o< to mou$d ha! ha<it! and <ehaAior in a =a% that =ou$d increa!e con!umption .or product and <rand@. I0&3#7" D*'A"7 C=o(o#a+" Sa#"7 5ne o. the too$! Cad<ur%;! u!ed =a! Tean S *ea$ 9ap.erer;! Brand ri!m mode$ to eBamine =hether contemporar% Aa$ue !%!tem! o..ered a pe> on =hich the <rand cou$d <e /ud>e. 8he !tud% di!c$o!ed( inter$aid( a di!tinct !hi.t .rom co$$ectiAi!m to indiAidua$i!m( =ith the pre S 1&&-;! !acro!anct Aa$ue! o. .i$ia$ and .ami$% $oAe <ein> oAer!hado=ed <% the mani.e!tation o. a $ar>er need .or !e$. S eBpre!!ion. 28here =a! a de.inite %earnin> to <e .ree chi$d@. 8herein $a% the opportunit% .or <oth un!hac?$in> con!umption and creatin> a$$-ne= a!!ociation .or CD). T=" E#'x'* ,aAin> decided to <arter the di!tinct$% u!e !e$.i!h Aa$ue! o. !harin> and carin> .or the !u!piciou!$% !e$.-centered one o. !e$.-eBpre!!ion( Cad<ur%;! peop$e in!i!ted that the re/uAenate <e enriched =ith compen!ation S and eNua$$% endurin> S po!itiAe Aa$ue!: uniAer!a$ truth!( endurin> human Aa$ue!( and uniAer!a$ moment o. /o%. 8o tran!$ate the <rie. into the commercia$( the% decide to !imp$% portra% occa!ion o. chi$d$i?e-<ut not chi$di!h-<ehaAior .rom adu$t!( =ithout eBp$icit$% identi.%in> adu$t! a! the tar>et cu!tomer. 28he% $e.t the connection to <e made <% the cu!tomer@ 2In the proce!! the% =ere a<$e to >et Aie=er inAo$Aement and hi>h $eAe$! o. empath%. *o=here did the% actua$$% !a%( %ou;re an adu$t( %ou can eat it. Becau!e no<od% =ant! to <e to$d@. 8hu! it =a! that( the monta>e o. the chi$d in the man-the o$d man ?ic?in> the .oot<a$$C the pre>nant =oman carAin> a choco$ateC %oun> >ir$ <rea?in> into a !piritC the %oun> man to!!in> a <ar o. choco$ate at hi! !=eet-heart departin> in a <u!-=a! created. 8hat the con!umption had to <e $i?ed <e.ore it cou$d penetrate the cu$tura$ re!i!tance to choco$ate con!umption <% adu$t! =a! o<Aiou!. 8a?in> a contrition !tance( Cad<ur% 4- decided to te!t the commercia$ <ein> deAi!ed <% 5&);! creatiAe team not .or the tire <atter% o. $i?ea<i$it%( comprehen!ion( credi<i$it% and <ehaAior modi.ication S <ut on$% .or the .ir!t t=o. 2I. a!?ed up.ront( the con!umer =a! hard$% $i?e$% to con!ider the dramatica$$%-di..erent idea credi<$e. T=" R"a# Ta7+" o, L'," Ca0&a')2 8he Aer% .ir!t ad in the campai>n in &4 =a! L<$oc? S Bu!ter;. It depicted the e!!ence o. one and a ha$. >$a!! o. mi$? pourin> in to a <o% Dair% )i$? uniNue >$a!! and ha$. in to a chun? icon !ho=! the >$a!! and a ha$. o. .u$$ cream mi$? .$o=in> in to the chun? o. dair% mi$? conAe%in> the de$iciou!ne!! and ta!te appea$ o. the >ooe%( cream%( !mooth choco$ate in!ide the pac? that chi$dren $i?e. 8he mnemonic o. 1 Z >$a!! reached to con!umer throu>h eAer% ma>aOine!( po!ter( 8.Q( ne=!paper. 8he !econd ad =a! monta>e o. Ai>nette! .rom eAer% da% $iAe! o. %oun> and o$d =hich .ocu!ed on !ho=in> a !erie! o. emotion!. 8he ad created a <ein> out the chi$d in the man created to <rin> out the chi$d in the. 8he o$d man ?ic?in> the .oot<a$$( the pre>nant =omen craAin> choco$ate( %oun> >ir$! <rea?in> into a !pirit( the %oun> man to!!in> a <ar choco$ate at hi! !=eet heart departin> into a <u!. 8he common re.rain $in?in> them =a! the adu$t in a .ree chi$d mode S !pottine!!( impu$!iAe and care.ree. 8he ad =a! prote!ted amon> adu$t;! trou>h .ocu! >roup!. 8he ad receiAed an oAer=he$min> re!pon!e. It =a! hi>h on $i?ea<i$it%( eAo?ed a >reat de>ree o. empath% and identi.ication con!umer!; re!pon!e =ere tho!e meYY 26ee$ $i?e thatYY.@. 2+Aer% .ee$! $i?e thi!@YY.. acce!!ion!. Con!umer! de!cri<ed dair% mi$? a! 2Y o. a$$ a>e!@ 2+at( =hen eAer %ou .ee$ $i?e itY%ou do not haAe to =ait .or an occa!ion.@ 41 In other =ord!( the commercia$ =a! meant to ma?e him !mi$e at .ir!t-and on$% then rea$iOe the import once o. the me!!a>e( =hich i! =here the comprehen!ion had to <e te!ted. 2:hat =a! c$ear in thi! ca!e =a! that $i?ea<i$it% =ou$d haAe to inc$ude identi.ication and .ee$in> =armth.@ T=" N"E Ca0&a')2 #nd .ina$$%( =ith the $aunch o. the ne= co$$oNuia$ adAerti!in> campai>n L9haannein :a$$on 9haannein 9a Bahana Chahi%a .eaturin> )8Q QT C%ru! Broacha( Cad<ur% India aimed to L!u<!tantia$$%; increa!e penetration $eAe$ o. the choco$ate cate>or% in the neBt .e= %ear!.; 8he *e= campai>n i! =orth notin> a! it c$ear$% di..er .rom the ear$ier one in term! o. recti.%in> the con!umer perception a<out choco$ate <ein> an up mar?et impu$!e S driAen product. 8he attempt no= i! to chan>e the ima>e( to ma?e choco$ate eatin> a re>u$ar ha<it. 8he current e!timated penetration $eAe$ o. the choco$ate cate>or% i! 1&D in the ur<an mar?et. 8he o</ectiAe <ehind tne ne= communication on Cad<ur% Dair% )i$? i! to ma?e the choco$ate cate>or% more !ocia$$% and cu$tura$$% re$eAant and driAe penetration in the proce!!. 42 8he ne= campai>n ha! <een $aunched in tandem =ith the o$d arII :innin> L9uch 9ha!! ,ai; campai>n and the media !trate>% i! to $et the t=o co S eBi!t to=ard! a common Ai!ion 2proAidin> a Cad<ur% in eAer% poc?et@.
43 Thodi Se Pet Puja, Khabi Bhi, Kahin Bhi! Thodi Se Pet Puja, Khabi Bhi, Kahin Bhi! 44 C=o(o#a+" Ma*C"+ S=a*" 8he Indian choco$ate mar?et i! >ettin> <i>>er and <etter. :hi$e on one hand( the premium !e>ment 0compo!in> imported Aarietie!1 i! openin> up on the other( companie! $i?e Cad<ur% India are $aunchin> indi>enou! product made to internationa$ !tandard!. 5. the 2-(--- tone! choco$ate mar?et =orth a<out R!. 4-- crore( Cad<ur% account .or a<out '-D .o$$o=ed <% *e!t$e( =ith a !hare o. around 2-D. #mu$ ha! a<out 5D o. the mar?et( =ith minor p$a%er ta?in> the re!t. 8he <att$e( thou>h( i! <et=een Cad<ur% and *e!t$e. 8hou>h =ith a much !ma$$er port.o$io( *e!t$e i! puttin> up a tou>h .i>ht. 6rom a treat .or ?id!( choco$ate are no= <ein> po!itioned near mea$ !u<!titute!( than?! to the initiatiAe ta?en <% the Cad<ur% India durin> ear$% ninetie!. 8he mar?et it!e$. ha! <ecome more <road <a!ed( in the !en!e adu$t! are an important tar>et !e>ment no=. 8he repo!tin> o. Cad<ur%;! Dair% )i$? a! the Lrea$ ta!te o. $i.e 0throu>h the S$ice o. 3i.e and Cric?et commercia$ <% 5>i$A% and )ather1 >re= the entire mi$? choco$ate <% 2-D( and >aAe the Cad<ur%;! ran>e S 5 Star( Gem!( Rc$air!( 6ruit & *ut( Crac?$e( *uttie!( Butter!cotch & 8i..n! S a ne= $ea!e o. $i.e. In other =ord!( it .aci$itated the repo!itionin> o. Cad<ur%;! !u< <rand! in the <a!?et. Some o the !trate>ic c$ic?ed( =hi$e other did not Nuite ta?e o... 45 8he compan% i! pu!hin> the >i.tin> !e>ment( throu>h occa!ion $in?ed >i.t!. Choco$ate! contri<ute to 64D o. Cad<ur%;! turnoAer. Con.ectionar% !a$e! accountin> .or 12D o. turnoAer i! contri<uted $ar>e$% <% Rc$air!. 8he compan% attempted eBpandin> it! con.ectionar% product port.o$io( =ith $aunch o. !u>ar <a!ed con.ectionar% >ood$% and .ruit!( =ithout much !ucce!!. Cad<ur% a$!o ha! a !tron> <rand Aita in the ma$ted hea$th drin? cate>or% =hich account .or 24D o. turnoAer. 8here eBi!t! an eAen $ar>er unor>aniOed mar?et in the con.ectionar% !e>ment. Cad<ur% ha! 4D o. the mar?et !hare in thi! !e>ment. 3eadin> nationa$ p$a%er! are nutrine( ar%;! RaAa$>oan( Candico( ar$e( To%oco India and er.etti( the )*C! !uch a! To%co and er.etti haAe a>>re!!iAe$% eBpanded their pre!ence in the countr% in the $a!t .e= %ear!. )a$ted .ood drin?! cate>or% con!i!t! o. =hite drin? and do=n drin?. :hite drin?! account! .or a$mo!t t=o third mar?et o. the "2(--- .or mar?et !outh and ea!t are $ar>e mar?et .or drin?!( accountin> .or $ar>e!t proportion o. a$$ India;! !a$e. Cad<ur%;! Bourn Qita i! $eader in the do=n drin? coca <a!ed !e>ment in the =hite drin? !e>ment Smith 9$ine;! ,or$ic?! in the *e!t$e )i$o ( GC))6 nitramu$ and other Smith 9$ine <rand Boo!t( )a$toAa and QiAa Cad<ur% <o$d 14D mar?et !hare in .ood drin?! !e>ment. De!pite tou>h mar?et condition and increa!ed competition Cad<ur% mana>ed to record a dou<$e di>it 011D1 top $ine >ro=th. 8he compan% achieAed a Ao$ume >ro=th o. 5.2D. 8hi! =a! achieAed throu>h innoAatiAe mar?etin> !trate>ie! and .ocu!ed adAerti!in> campai>n .oe .$a>!hip <rand Dair% )i$?. *et pro.it ro!e !harp$% <% 41."D to R!. 52- mi$$ion. Reduced materia$ and ener>% co!t and tioter contro$ oAer =or?in> capita$ oAer =or?in> capita$ and capita$ eBpenditure ena<$ed the compan% to improAe the pro.ita<i$it%. Compan% added " mi$$ion ne= con!umer! and !a= it! out$et! >ro= to 4.5 $a?h! and con!umer to 6- mi$$ion.In the .ood !e>ment( Britannia i! the $eader <rand =ith 21D amon> tho!e =ho eBpre!!ed an opinion !a%in> that the% $i?e adAerti!in> .or the <rand Cad<ur% =a! c$ear$% *o.2 =ith 1"D to =hich CD) thro= in it! =ei>ht 46 =ith 13D and por? =ith 4D. 6or the Cho=$ate compan%( 9hane :a$o 3o( 9hane 9a Bhanna and the 9ar=a Cauth( Sport! are c$ear =inner!. 8ied .or the <rand p$ace are #mu$( ar$e and !outh <a!ed #run 3e Gram =ith 5D each. Di!appointment amon> <id <rand! 9i!!an and )a>>i and 9=a$it% :a$$! 01D1 each. Current Market Share Chocolate 69.2% Sugar Confectionary 4.0% Food Drink 14.2% Expanding Distribution Reach 2001 + Distribution 450000 Retail Outlet 60 Million Consumers 4' SWOT ANALYSIS S+*"2)+= 1.Qer% !tron> <rand eNuit% in India. 1. Due to it! 54 %ear! pre!ence in India S ha! deep penetration S 21-- di!tri<utor!C 45-(--- retai$er!( 6- mid ur<an 022D1 cu!tomer!. 2. 8hree !ector!C Choc! 0'-D !hare1( Con.ec 04D1( .ood drin?! 014D - $eader in <ro=n !e>ment1. 3. 3o= co!t o. production due to economic o. !ca$e. 8hat mean! hi>her pro.it! and H or more competitioner!. Better mar?et penetration. 4. Second <e!t manu.acturin> $ocation throu>hout Cad<ur% Sch=eppe!. W"aC2"77 1. oor techno$o>% in India compared to current internationa$ techno$o>ie! 0GodiAa( )oOart( 6aOer( Dint( *au!han!( etc...1 2. 3td. 9e% product!( on$% one centra$ <rand 0CD)1. ra$ine! ran>e tota$$% =i!in> in India. 3.2)a?e in India@ ta> once the econom% open! up =ore and import! ru!h in. 4" O&&o*+32'+'"7 1. 8remendou! !cope .or per capita con!umption 016- >m! o. " S 1- ?>1 2. Increa!in> per capita nationa$ income re!u$tin> in hi>her di!po!a<$e income. 3. Gro=in> midd$e c$a!! and >ro=in> ur<an popu$ation. 4. Increa!in> >i.t! cu$ture!. 5. Su<!titute to 2)ithai!@ =ith hi>her ca$orie!Hcho$e!tero$. 6. Increa!in> departmenta$ !tore! concept S impu$!e I at ca!h counter!. '. G$o<a$i!ation: optima$ u!e o. >$o<a$ Cad<ur% Sch=eppe!. T=*"a+7 aF MaGo* :- *one. Due to $o= co!t and hi>he!t <rand eNuit%( it i! toda% in India. b] Minor :-G$o<a$iOation =i$$ <ein> in <etter <rand! .or upper end o. the mar?et 03ie!t( )onarch( GodiAa( etcY 4& 5 PBS OF MARKETIN- PRODUCT Sati!.action !u..ice!. But de$i>ht daOO$e! the aAera>e compan% =i$$ compete .or cu!tomer <% con.ormin> to her eBpectation con!i!tent$%. But the =inner =i$$ !urpa!! them <% con!tant$% eBceedin> her eBpectation( de$iAerin> to her door !tep additiona$ <ene.it! =hich !he =ou$d neAer haAe ima>ined po!!i<$e. Cad<ur%;! o..er !uch product. 8he =ide Aariet% product! o..ered <% the compan% inc$ude: I. C=o(o#a+" 4 Co2,"(+'o2a*/ 11 Dair% )i$? 21 6ruit & *ut 31 5 Star 41 Brea? 51 er? 61 Gem! '1 +c$air! "1 *uttie! &1 8emptation 1-1 )i$? 8reat II. Foo8 D*'2C7 11 BournAita 5- 21 Drin?in> choco$ate 31 Cocoa PRICIN- )a?e no mi!ta?e. Second o. mar?etin> i! not another name .or <$ind$% $o=erin> price! and re$%in> on thi! !trate>% a$one to increa!e !a$e! dramatica$$%. 8he !trate>% u!ed <% Cad<ur%;! i! .or matchin> the Aa$ue that cu!tomer pa%! to <u% the product =ith the eBpectation the% haAe a<out =hat the production i! =orth to them. Cad<ur%;! ha! $aunched Aariou! product! =hich cater to a$$ cu!tomer !e>ment!. So eAer% cu!tomer !e>ment ha! di..erent price eBpectation .rom the product. 8here.ore maBimiOin> the return! inAo$Ae! identi.%in> ri>ht price $eAe$ .or each !e>ment( and then pro>re!!iAe$% moAin> throu>h them.
Dair% )i$? R!. 15 er? R!. 1- 5 Star R!. 1- 6riut and *ut R!. 22 Gem! R!. 1- Brea? R!. 5 *uttie! R!. 1" BournAita 05-- >m1 R!. 1-4 Drin?in> choco$ate R!. 5- 51 PHYSICAL DISTRIBUTION:$ PLACE BRAND ISNT TH !N"# AN# $!R. )ar?eter! and .inance mana>er need a ne= term to eAa$uate their <u!ine!!: D'7+*'13+'o2 EH3'+/. It ta?e! much more time and e..ort to <ui$d( <ut once <ui$t( di!tri<ution eNuit% i! much to>ether to erode. T=" ,328a0"2+a# ax'o0 o, I28'a2 (o2730"* 0a*C"+ '7 +='7: 4ou can !et up a !tate-o. Sthe-art manu.acturin> .aci$it%( hire the hotte!t !trate>ie! on the <$oc?( !=amp prime te$eAi!ion =ith <e!t #d!( <ut the end o. it a$$( %ou =ou$d <e ?no= o. !e$$in> %our product!. 8he cardina$ ta!? <e.ore the Indian mar?et i! mana>in> i! to !hoe- horn it! product on retai$ !he$Ae!. Bu%er! are pa%in> .or di!tri<ution eNuit% not <rand eNuit% and mar?et !hare!. :h% doe! the compan% need di!tri<ution eNuit% more an%thin> in IndiaX :ith techno$o>% and competitiAe pre!!ure !$a!h in it i! <ecomin> increa!in> di..icu$t .or mar?eter! to retain a uniNue product di..erentiation .or $in> period. In a product and price parit% !ituation( the <rand that !e$$! more i! the one that reache! the hi>he!t num<er o. cu!tomer!. 52 India S 1 <i$$ion peop$e( 155 mi$$ion hou!eho$d ha! oAer 4 mi$$ion retai$ out$et! in 5351 ur<an mar?et! and 552'25 Ai$$a>e!( !pread cro!! 3.2" mi$$ion !N. ?m. te$eAi!ion ha! a$read% primed and popu$ation .or con!umption( and the mar?eter =ho can >et to the to the con!umer ahead o. competition =i$$ >iAe a hard S to S oAerta?e $ead. But >ettin> their mean! mana>in> =i$d$% di..erent terrain!-c$imate( $an>ua>e( Aa$ue !%!tem( $i.e !t%$e( tran!port and communication net=or?. #nd %our <rand eNuit% i!n;t >oin> to he$p =hen it come! to tac?$in> the!e i!!ue!. 5=n di!tri<ution net=or? con!i!t o. c$earin> and .or=ardin> 0C&61 a>ent! & di!tri<ution !toc?ie!t. 8hi! net=or? o. di!tri<ution can either contact =ho$e!a$er! and =hich in turn retai$er! or the di!tri<utor! can contact to the retai$er! direct$%. 5nce the !toc? product reache! retai$er!( the pro!pectiAe cu!tomer! can haAe acce!! to the product. Cad<ur%;! di!tri<ute! the product in the manner !tated a<oAe. Cad<ur%;! di!tri<ution net=or? ha! eBpanded .rom 1&&- di!tri<utor! $a!t %ear to 21-- di!tri<utor! and 4(5-(--- retai$er!. Be!ide u!e o. 8I tom improAe! $o>i!tic!( Cad<ur% i! a$!o attemptin> to improAe the di!tri<ution Nua$it%. 8o addre!! the i!!ue o. product !ta<i$it%( it ha! in!ta$$ed Ai!i co$or! at !eAera$ out$et!. 8hi! he$p! in maintainin> con!umption in !ummer =hen !a$e! u!ua$$% drop! due to the .act that the hea$ e..ect! product Nua$it% and there<% o.. ta?e!. 3oo?in> at the $o= penetration o. the choco$ate( a di!tri<ution eBpan!ion =ou$d it!e$. <ein> incrementa$ Ao$ume. 8he other rea!on i! arch riAa$ *e!t$e reache! more than a mi$$ion retai$er!. 8hi! increa!e in di!tri<ution i! >oin> to <e accompanied <% reduction in channe$ co!t!. Cad<ur%;! mar?etin> co!t!( at 1"D o. tota$ co!t!( i! much hi>her than *e!t$W;! 12D or eAen pure !u>ar con.ectioner% ma/or arr%;! 11D. 8he compan% i! $oo?in> to reduce thi! parit% $eAe$. #t Cad<ur%( the% <e$ieAe that !e$$in> con.ectioner% i! it $i?e !e$$in> !o.t drin?!. 53 PROMOTION I. an adAerti!ement i! to communicate e..ectiAe$%( the receiAer mu!t at $ea!t ha$. =ant it to( and <e prepared too ta?e !tep to=ard the !ender. +..ectiAe adAerti!in> i! rare$% hectorin> or $oud$% eBp$icitY. It o.ten <oth attract! and >enerate! arm .ee$in>!. )ore o.ten than not( a !ucce!!.u$ campai>n ha! a !tron>er e$ement o. the uneBpected a Nua$it% that >ood adAerti!in> !hare! =ith much =orth=hi$e $iterature. 8o penetrate into the inner rece!!e! o. her memor%( communication mu!t .ir!t en!ure eBpo!ure( >ra< her attention eAo?e her comprehen!ion( >ra< her acceptance and then eBtract retention competin> =ith thou!and! o. other unit! o. communication tr%in> to do the !ame. 6indin> !ho=ed that the adu$t! .e$t too con!ciou! to <e !een con!umin> a product actua$$% meant .or chi$dren. 8he !trate>ic re!pon!e addre!! the emotiona$ appea$ o. the <and to the chi$d =ithin the adu$t. *atura$$%( that produced /u!t the Aa$ue Aacuum that Cad<ur% =a! $oo?in> to .i$$. 8herea.ter it =a! the /o< o. the adAerti!in> to communicate cu!tomer the =onder.u$ .ee$in> that he cou$d eBperience <% re-di!cour!in> the care.u$( un!e$. con!ciou!( p$ea!ure S !ee?in> chi$d =ithin him!e$. S a >ra.t the!e .ee$in> onto the #d campai>n $i?e K=a2" Wa#o2 Ko K=a2" Ka Ba=a2a C=a='/" .or C)D and T=o8' S' P"+ PooGa I Ka1=' B=' Ka='2 B=' .or er? haAe <een !ure !hot =inner =ith the audience. :hir$ =ith the ne= $aunched temptation! =ith the !$o>an 28oo 8o Share@ the communication re!o$Ae! around the re$uctance o. a per!on =ho;! >ot their hand on a <ar o. temptation to $et an%one e$!e to haAe a <ite. #! =e$$ a! outdoor and radio ad!( ad a>enc% contract ha! created communication .or cinema! and eAen #8) machine! .or the <rand. #$$ ICICI; ! #8) a me!!a>e .$a!he! on the !creen a! !oon a! cu!tomer in!ert hi! #8) card. It te$$! the cu!tomer that thi! =ou$d <e >ood time to >et out o. her temptation !ince heH!he i! <ound to <e a$one. Somethin> .ami$iar i! p$anned .or phone-<oo? a! =e$$. In cinema!( Cad<ur% ha! a me!!a>e on-!creen /u!t <e.ore the $i>ht! are dimmed to >iAe them 54 a chance to >et their temptation!. 8here =i$$ a$!o <e a.ter dinner !amp$in> in re!taurant! S to <e>in =ith( 3- catterie! in )um<ai haAe <een !e$ected. 8he neBt round o. actiAit% =i$$ inc$ude the =a.er-choco$ate er? and the icnic <ar( =hich ha! .aced pro<$em! =ith it! ta!te( <ecau!e o. the peanut it contain!. )i$? treat ha! a$!o <een $aunched in a modu$e <ar .orm( /u!t in time o. Di=a$i >i.tin> mar?et. Rc$air! ha! >ot potentia$ .or much =ide di!tri<ution( in a !ma$$ !=eet! that air$ine!( ho!te$!( and up mar?et retai$ out$et o..er to >ue!t and cu!tomer!. #d !pend in 2--- =a! a<out 14D o. !a$e! and the mana>ement !aid that p$an! to maintain a! !pend at thi! $eAe$ in the current %ear a$!o. #d !ince an% di!cu!!ion toda% =ou$d <e incomp$ete =ithout mention Le; =ord( the mana>ement p$an! to tap thi! ne= channe$ o. mar?etin>. Be!ide three compan% =e<!ite 0i.e. ===.cad<ur%india .com( ====.<ourAita.com( ===.cad<ur%>i.t.com that the compan% ha! $aunched( it had a$!o entered into Aariou! mar?etin> re$ation!hip =ith other porta$!( !pecia$$% tar>eted durin> .e!tiAa$! and eAent! !uch a! Qa$entine! da%( etcY. It;! a com<ination o. !pi..in> up it! ?e% <rand( re!earchin> and improAin> the ne=er product! that haAen;t ta?en o..( !upported =ith hi>h ad S !pend! that Cad<ur% hope! =i$$ !ee it emer>e! !tron>er a.ter the current !$o=do=n( a! =e$$ a! eBpand the mar?et. 55 POSITIONIN- In the 1&'-! con!umer! =ere read% to pa% 2more .or more@( and $uBur% >ood! .$ouri!hed. In the 1&"-!( con!umer! <e>an to demand 2more .or !ame@( and the di!countin> era >re= !tron>. 8oda%;! con!umer demandin> 2more .or $e!!@( and the =inner =i$$ <e that !uper Aa$ue mar?eter!Y. Some o. toda%;! mo!t !ucce!!.u$ companie! reco>niOe tho!e cu!tomer! are more educated and a<$e to reco>niOe true cu!tomer Aa$ueY o!itionin> i! !imp$% concentratin> on an idea S or S eAen a =ord de.ine! that compan% in the mind o. the con!umer. It i! more e..icient to mar?et one !ucce!!.u$ concept to one $ar>e >roup o. peop$e than 5- product or !erAice idea! to 5- !eparate >roupY repo!itionin> i! a mu!t =hen cu!tomer attitude haAe chan>ed and product haAe !tra%ed a=a% .rom the con!umer;! $on> !tandin>. o!itionin> o. indiAidua$ product: 1. C)D: i! and a$=a%! remain .$a>!hip <rand. 8he punch <% the compan% .or adAerti!in> thi! product $i.e. LRea$ ta!te o. 3i.e;( it!e$. de.ine! the po!itionin> o. the product. 8he choco$ate i! meant .or a$$ a>e >roup!. It !%m<o$iOe! .un( en/o%ment( >ood item!. It ha! >oodne!! o. mi$?( ta!te and appetite appea$. 2. 5 !tar: a$thou>h po!itioned internationa$$% a! an ener>% <ar( 5 !tar =a! po!itioned on an emotiona$ p$at.orm in India durin> the $ate 1&"-!. S%m<o$iOin> to>etherne!!( 5 !tar =a! ori>ina$$% tar>eted at teena>er!.In .act( <e.ore the $aunch o. er?( 5 !tar;! ener>% <ar po!itionin> made it a !nac?in> choco$ate. 56 3. Rc$air!: competin> in the che=a<$e to..ee! !e>ment. Rc$air! =a! re-$aunched durin> the mid-ninetie! =ith a ne= name( Dair% )i$? Rc$air!. 4. Gem!: <roadca!tin> Gem!( thou>h( didn;t proAe to <e .ea!i<$e propo!ition .or Cad<ur%. 8ar>eted at chi$dren under 12 %ear! =ith LGem! Bond; adAerti!in>. Cad<ur% decided to too teena>er! =ith the LSmart Qer% Smart; campai>n. But no=( the compan% i! retar>etin> chi$dren =ith it! animated commercia$. 2Gem! are the <e!t <rand to !pea? to chi$dren. Co$or.u$ . 5. choco$ate <utton! appea$ mo!t to chi$dren and that i! =h% Cad<ur% i! re-tar>etin> chi$dren.@ 6. Crac?$e: it =a! the .ir!t Cad<ur%;! choco$ate to haAe crunch in it. It =a! tar>eted a! a .un?% choco$ate to add !par? to $i.e. '. er?: Cad<ur% preempted the $aunch o. *e!t$W;! 9it-9at <% ru!hin> a ne= <rand( er? into the mar?et. o!itioned much .urther on the .unctiona$ !ca$e than 5 !tar( er? =a! meant to <e $i>ht !nac?-product .or !u<duin> the .ir!t pan>! o. hun>er. BournAita: po!itioned a! ta!t% hea$th drin?. :hi$e it! competitor! concentrated on$% on hea$th a!pect( BournAita com<ined the nutritiou! Aa$ue =ith ta!te. 5' III. C=o(o#a+" 4 Co2,"(+'o2a*/ 11 Dair% )i$? 21 6ruit & *ut 31 5 Star 41 Brea? 51 er? 61 Gem! '1 +c$air! "1 *uttie! &1 8emptation 1-1 )i$? 8reat I6. B"A"*a)"7 6. Foo8 D*'2C7 11 BournAita 21 Drin?in> choco$ate 31 Cocoa 5" MARKET HAS BEEN LISTED BELOW Ca813*/7 1*a287 Po7'+'o2'2) N"7+#"B7 1*a287 Po7'+'o2'2) Cad<ur% Dair% )i$? 6ruit n *ut Cream% <ar Roa!t #$mond Crac?$e BournAita 28he Rea$ 8a!te o. 3i.e@ o!ition a! adu$t! a! an impu$!e an% time purcha!e S !e$. eBpre!!ion Aa$ue! attached C$a!!ic )i$? Choco$ate Bar 5ne o!itioned a! an a..orda<$e enriched mi$? choco$ate o!itioned a! 8rend%( Coo$( an% time !nac?. 5 Star H er?HBrea? er? S o!itioned a! Snac?in> con!umption 28hodi !i et oo/a@ 5 Star +ner>% <ar Reach .or the Star!. 9it9at o!itioned a! a !nac?in> con!umption 2,aAe a Brea?( ,aAe a 9it 9at@ 5& CHAPTER $ 2 DATA ANALYSIS AND FINDIN-S Data =a! ta<u$ated manua$$% and =a! a$!o ana$%Oed manua$$%. +Bce$ =a! u!ed to ma?e >raph! had pie chart!. )ain techniNue u!ed =ere: )oda$ Aa$ue =a! u!ed to ana$%Oe the Nue!tion!( =hich ha! 2 or more choice! a! their an!=er!. Simp$e aAera>e =ere u!ed to >et an!=er to Nue!tion! 26D o. peop$e are intere!ted in eatin> choco$ate and '4D are not eatin>. 8he Cad<ur% <rand choco$ate '5D o. peop$e pre.er a.ter that *e!t$e( #mu$ and other! are ta?e p$ace. )o!t o. the peop$e <u% choco$ate .rom !uper!tore and a.ter that .rom retai$ or moAie ma$$. 54D peop$e are not a=are .rom thi! <rand =hi$e 46D are a=are. Dair% mi$? and 5 !tar i! mo!t .amou! product o. Cad<ur%. Cad<ur% choco$ate i! Aer% ea!i$% aAai$a<$e in the mar?et. 6- CHAPTER : DATA ANALYSIS 1. Do /o3 "a+ (=o(o#a+"7J 2.W='(= 1*a28 o, (=o(o#a+"7 8o /o3 37"J 61 :.W="*" 8o /o3 13/ (=o(o#a+"7 ,*o0J %.A*" /o3 aEa*" o, a2/ (a0&a')2 o, +=" a1oA" 1*a287J 62 5. W='(= (a813*/B7 &*o83(+ 8o /o3 373a##/ &*","* o* 37"J ?. Do /o3 +='2C Ca813*/B7 (=o(o#a+" '7 "a7'#/ aAa'#a1#" '2 0a*C"+ J 63 CHAPTER$I6 CONCLUSION 8hi! compan% pro/ect ha! demon!trated 2C#DB7R4 C,5C53#8+ )#R9+8I*G S8R#8+G4 :I8, I8S )#I* C5)+8I85RS@ that ha! proAed to <e eBten!iAe throu>h( and o. >reat <ene.it to the compan% in .urtherin> it! competitiAe adAanta>e. It a$!o he$p! the compan% .or <ui$din> it! .uture p$annin> and tar>etin> the cu!tomer! .or more !ati!.action throu>h it! innoAatiAe product. In thi! pro/ect it po!!i<$e to !ee the !ucce!! o. Cad<ur%;! in it! indor!e it! !tron> potentia$ to continue to do =e$$ and a$!o >iAe! the =a%! to maintain it! mar?et potentia$. 64 RECOMMENDATIONS
)aintain dominance in choco$ate( con.ectioner% and mar?et $eader!hip in <$o=n drin?!. *e= channe$! !uch a! >i.tin>( chi$d connectiAit% and Aa$ue .or mone% o..erin> to <e the ?e% >ro=th driAe!. Gro= Ao$ume !a$e! at $ea!t 2-D p.a. oAer the neBt %ear!. #chieAe the >oa$ o. <e!t manu.acturin> $ocation in Cad<ur% Sch=eppe! =or$d .or Dair% )i$? and Rc$air!. 5ne ne= ma/or product $aunch eAer% %ear. 65 Co2("*27 Co0" To M'28 :ith a mar?et !hare o. '-D in the choco$ate cate>or% and =ith the .ree aAai$a<i$it% o. internationa$ <rand! that %ou !ee in the mar?et toda%( it i! on$% natura$ that Cad<ur%;! mar?et !hare =i$$ moAe do=n .rom here marinatin> a '-D mar?et !hare in a c$o!ed enAironment ma% haAe <een ea!%( <ut it certain$% =on;t <e ea!% in $i<era$iOed enAironment o. .ree import!. #nd =hateAer <e the anoma$ie! o. taBation or $o=( the con!umer i! !ure$% >oin> to haAe a =ider choice. #nd it i! >oin> to <e !hared =ith other <rand! too in .uture. 8here i! additiona$ cha$$en>e o. Cad<ur%;! <rand /u!t aimin> mar?et !hare =hen the con!umer ha! a =ide port.o$io o. <rand to choo!e .rom. :hi$e there =ou$d <e ne= choco$ate! $aunch to=ard! the end o. the %ear( the compan% ha! ru$ed out a rea$ <i> choco$ate! $aunch in the current %ear. #nd it i! too ear$% %et to comment on the $on> term re!pon!e to the ne= $aunch temptation!. 8he% !a% choco$ate! are mo!t$% am impu$!e purcha!e. 8here.ore con!umer =ou$d pre.er !ma$$er( $o= co!t pac?! to <i>>er hi>her priced one!. 66 8he >ro=th trend o. the <rand! there.ore c$ear$% indicate! that the on$% <rand that ha! >ro=n i! the one that >a! receiAed tremendou! mar?etin> and adAerti!in> !upport Dair% )i$? =ithdra= !upport .or an% <rand and >ro=th $o!e! momentum. In !uch !cenario( .or ho= $on> and ho= man% <rand! can the compan% continuou!$% !upportX FUTURE STRATE-Y In the <randed impu$!e mar?et( the !hare o. choco$ate in 6.6D and Cad<ur%;! !hare in the impu$!e !e>ment i! 4."D .actor $i?e chan>in> attitude( hi>her di!po!a<$e income( a $ar>e %outh popu$ation( and $o= penetration o. choco$ate 022D o. ur<an popu$ation1 point to=ard! a <i> opportunit% o. increa!in> the !hare o. choco$ate in the <randed impu$!e amon> the co!t$% a$ternatiAe in the <randed impu$!e mar?et. It appear! that compan% i! $i?e$% to p$a% the Aa$ue >ame to eBpand the mar?et encoura>ed <% the recent !ucce!! o. it! $o= priced LAa$ue .or man% pac?!;. Qariou! mea!ure! are underta?en in a$$ area! o. operation to create Aa$ue .or the .uture. *e= channe$ o. mar?etin> !uch a! >i.tin> and chi$d connectiAit% and $o= end Aa$ue .or mone% product .or eBpandin> the con!umer <a!e haAe <een identi.ied. In term! o. manu.acturin> mana>ement .ocu! i! on optimiOin> manu.acturin> e..iciencie! and creatin> a =or$d c$a!! manu.acturin> $ocation .or CD) and Rc$air!. 8he compan% i! toda% the !econd <e!t manu.acturin> $ocation o. Cad<ur%;! Sch=eppe! in the =or$d. +..icient !ourcin> o. ?e% ra= materia$ i.e. coca throu>h .or=ard purcha!e o. import!( hi>her $oca$ con!umption <% enterin> $on> term contract =ith .armer and underta?in> e..ort! in eBpandin> $oca$ coca area deAe$opin>. 8he initiatiAe! in the term! o. deAe$opment a $on> term dome!tic coca a !ourcin> <a!e =ou$d .ie$d maBimum >ain! =hen commodit% price! !tart moAin> up. 7!e o. it to improAe $o>i!tic and di!tri<ution competitiAene!! 6' [7ti$iOin> ma!! media to create and maintain <rand!. +Bpand the con!umer <a!e. 8he compan% ha! added " mi$$ion ne= con!umer in the current %ear and ho= ha! con!umer <a!e o. 6- mi$$ion a$thou>h the >ro=th in a<!o$ute num<er! i! $o=er than tar>eted( the compan% ha! <een a<$e to increa!e the =idth o. it! con!umer <a!e throu>h $aunch o. $o= priced product!. ImproAin> di!tri<ution Nua$it% <% addre!!in> i!!ue! o. product !ta<i$it% <% in!ta$$ation o. Ai!i coo$er! at !eAera$ out$et!. 8hi! =ou$d <e rea$$% e..ectiAe in maintainin> con!umption in !ummer( =hen !a$e! u!ua$$% dip due to the .act that the heat e..ect! product Nua$it% and there<% con!umption. 8he a<oAe are !ome !tep! <ein> ta?en interna$$% to improAe .uture operation and pro.ita<i$it%. #t the !ame time the mana>ement i! a$!o a=are o. eBterna$ chan>e! ta?in> p$ace in the competitiAe enAironment and i! ta?in> !tep! to remain competitiAe in the .uture enAironment o. .ree import!( $o=er <arrier to trade and the adAent o. a$$ >$o<a$ p$a%er! in to the countr%. 8he mana>ement i! not undu$% concerned a<out the hu>e de$u>e o. imported choco$ate <rand! in the mar?et p$ace. It i! o. the Aie= that !iOe o. thi! imported premium mar?et i! $oo? !ma$$ to threaten it! o=n Ao$ume! or !a$e! in .act( the compan% $oo?! at the tree important a! an opportunit%( =here it cou$d optima$$% u!e the >$o<a$ Cad<ur% Sch=eppe! 6" port.o$io. 8he compan% =ou$d <e a<$e to not on$% proAide >reater Aariet%( <ut it =ou$d a$!o <e more co!t e..ectiAe to te!t mar?et ne= product a! =e$$ a! improAe !peed o. re!pon!e to chan>e in con!umer pre.erence throu>h import!. 8he on$% concern! that the compan% ha! in thi! re>ard i! the current hi>h $eAe$ o. dutie!( =hich $imit the opportunit% to $aunch Aa$ue .or mone% product!. BIBLIO-RAPHY hi$ip 9ot$er 0+i>hth +dition1 2)ar?etin> )ana>ement@( rentice ,a$$ o. India 3td. #dAerti!in> and mar?etin> )a>aOine Compan% 3iterature )ar?et !urAe% and Nue!tionnaire! 6& :e< !ite: EEE.(a813*/'28'a.(o0 :e< !ite: EEE.)oo)#".(o0 Bu!ine!! :or$d. APPENDICES KUESTIONNAIRE 1. Do %ou eat choco$ate!X 4e! *o '- 2. :hich <rand o. choco$ate! do %ou u!eX Cad<ur%;! *e!t$e #mu$ 5ther! 3. :here do %ou <u% choco$ate! .romX Super !tore! Retai$ Store! Re!taurant! )oAie ,a$$! 5ther! 4. #re %ou a=are o. an% campai>n o. the a<oAe <rand!X 4e! *o 5. :hich cad<ur%;! product do %ou u!ua$$% pre.er or u!eX Dair% )i$? 5 Star 6ruit & *ut er? 8emptation 6. Do %ou thin? Cad<ur%;! choco$ate i! ea!i$% aAai$a<$e in mar?et X '1 4e! *o '. De!cri<e Cad<ur%;! Choco$ate in one =ordX ". 4our comment! on Cad<ur%;! product!X MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMM '2