EXECUTIVE SUMMARY

The project which I choose is on Cadbury Company which made Confectionery items and
different types of chocolate products. The product which I choose is Cadbury Dairy Milk
Chocolate. Cadbury is a Multinational Company and its business is worldwide.

This project covers the following topics:

The introduction and the history of the company, Strategic planning of this company like
Vision, mission statement and the customer driven marketing strategies of that company like
(research methodology, limitation, objectives, about Cadbury dairy mil etc. ).

It also covers about the Positioning strategy like how company sets its positive position and
in the minds of consumers. It also tells about logo, Slogans and about the target market of this
product.

At the last my conclusion about the whole marketing process of that company’s product I
also give the reference of those websites which provides me relevant material. And the
recommendations about this project.
RESEARCH METHODOLOGY:
Date collection:

The data, which is collected for the purpose of study, is divided into 2 bases:

1. Primary Source: The primary data comprises information survey of “Comparative

study of consumer behavior towards Cadbury chocolates”. The data has been collected
directly from respondent with the help of structured questionnaires.

2. Secondary Source: The secondary data was collected from internet, References from
Library.

Sample Size and Design:

1. Youths between the age group of 18-25 gave their views to fulfill the questionnaires.

2. Sample size mostly taken from college is about 100 students. Simple random
sampling is employed.

Data analysis:

The data is analyzed on the basis of suitable tables by using mathematical techniques. The
technique that I have used is bar technique.
OBJECTIVES OF THE STUDY
• To find out the famous products of Cadbury among the consumers.
• To find out the consumer behavior towards Cadbury.
• To find out the range which is mostly preferred by the customers?
• To find out the features which are most favorable?
• To increase customer satisfaction and recapture the market by fulfilling the
customers need.
• To position itself as an all-time favorite chocolate for all groups of people
irrespective of age, gender and class.
• To make the sweets affordable with several variants.
LIMITATIONS OF THE STUDY
In attempt to make this project valid and reliable, every possible aspect of the topic is kept in
mind. Nevertheless, despite of fact constraints were at play during the formulation of this
project.

SCOPE OF THE STUDY

As learning is a human activity and is as natural, as breathing. Despite of the fact that
learning is all pervasive in our lives, psychologists do not agree on how learning takes place.
How individuals learn is a matter of interest to marketers. They want to teach consumers in
their roles as their roles as consumers. They want consumers to learn about their products,
product attributes, potential consumers benefit, how to use, maintain or even dispose of the
product and new ways of behaving that will satisfy not only the consumer’s needs, but the
marketer’s objectives.

The scope of my study restricts itself to the analysis of consumer preferences, perception and
consumption of Cadbury Chocolates. There are many other brands of chocolates available but
my study is limited to Cadbury chocolates leaving behind the others. The scope of my study
is also restricts itself to Mumbai region only.
LITERATURE REVIEW
• Chakraborty (2010) in a study conducted in Hyderabad. In India he identified the
driving shopping, motives of Indian consumer. Factor analysis three shopping
motives two of which related to hedonic shopping motive and one of the
utilitarian. The factor were named as diversion, socialization and utilitarian. Other
dimension are store attributes, shopping outcomes and shopping perceived cost.
The identified factor could be the key for discount stores for understanding the
shoppers.
• Dr. Shendge (2012) on his study “A comparative study of consumer perception
towards Cadbury and nestle chocolates with special reference to Navi Peth Area in
Solapur city” viewed that chocolate is liked and eaten by all age groups of people.
• Prof. R.C.S. Rajpurohit and Dr. M.L. Vasita (2011) on their study “consumer
preference and satisfaction towards various mobile phone service providers an
exploratory study in Jodhapur city, Rajasthan” conducted that on 250 mobile
phone users of various mobile phone service providers such as Airtel, Vodafone,
BSNL, Reliance, Idea and few other players. The result derived from this study
indicate that the factor induces the consumer to buy a particular mobile phone
operator followed by a network coverage and brand image. The finding derived
from the study will be helpful for mobile phone service provided for the
promotion of mobile phone service.
• Dr. S. Subadra (2010) on their study “Consumer Perceptions and Behaviour: A
Study with special reference to Car Owners in Namakkal District” reviewed that
the market is now predominately consumer driver. The focuses shifting for
product based marketing to need based marketing. So it is important to study the
consumer perception and behaviour of the car owners which will give as feedback
on how marketing strategy can be worked. Namakal town in Tamilnadu, which is
in the southern part of India, which progressive and growing market for cars. The
simple random sampling technique was adopted in the study to select the sample
respondents. As the size of the universe is respected, the study has been conducted
on the respondents of all the segments of passenger cars. Cluster analysis has been
used to identify the consumer with similar taste and preference with respect to
purchase of car. This study is concluded that consumer behaviour plays a vital role
in marketing cars and there is more scope for extensive research in this area.
• Anil Mathur (2001) on his study “A study of changes in brand preference “stated
the brand preference are usually studied by attempting to profile and understand
royal consumers. This paper presents a study of changes in brand preference.
Theory and research is used to proper and test a model based on proposition the
changes in brand preference and their development on the result of life event that
service as marker of life transitions. Changes are viewed to be result of
adjustments to new life conditions and changes in life time to cope with stressful
life changes. The data support these notions and suggest implications for
consumer research.
BUYING BEHAVIOUR

MEANING
Buying Behavior is the decision processes and acts of people involved in buying and using
products. Purchase decision making pattern that is a complex amalgam of needs and desires,
and is influenced by factors such as the consumer's

• societal role (parent, spouse, worker, etc.),

• social and cultural environment and norms, and
• aspirations and inhibitions.

Need to understand:

• why consumers make the purchases that they make?

• what factors influence consumer purchases?
• the changing factors in our society.

DEFINITION
Consumer buying behavior is the sum total of a consumer's attitudes, preferences, intentions,
and decisions regarding the consumer's behavior in the marketplace when purchasing a
product or service. The study of consumer behavior draws upon social science disciplines of
anthropology, psychology, sociology, and economics.

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm
needs to analyze buying behavior for:

• Buyers reactions to a firms marketing strategy has a great impact on the firms
success.
• The marketing concept stresses that a firm should create a Marketing Mix (MM)
that satisfies (gives utility to) customers, therefore need to analyze the what,
where, when and how consumers buy.
• Marketers can better predict how consumers will respond to marketing strategies.

CHARACTERISTICS
A consumer’s buyer behaviour is influenced by four major factors
 • Cultural – Cultural factors include a consumer’s culture, subculture and social
class. These factors are often inherent in our values and decision processes.
• Social - Social factors include groups (reference groups, aspirational groups and
member groups), family, roles and status. This explains the outside influences of
others on our purchase decisions either directly or indirectly.
• Personal – Personal factors include such variables as age and lifecycle stage,
occupation, economic circumstances, lifestyle (activities, interests, opinions and
demographics), personality and self concept. These may explain why our
preferences often change as our `situation' changes.
• Psychological - Psychological factors affecting our purchase decision include
motivation (Maslow's hierarchy of needs), perception, learning, beliefs and
attitudes.

These factors cause consumers to develop product and brand preferences. Although many of
these factors cannot be directly controlled by marketers, understanding of their impact is
essential as marketing mix strategies can be developed to appeal to the preferences of the
target market.

Other people often influence a consumer’s purchase decision. The marketer needs to know
which people are involved in the buying decision and what role each person plays, so that
marketing strategies can also be aimed at these people. (Kotler et al, 1994).
CASE STUDY (CADBURY)

INTRODUCTION ABOUT CHOCOLATE

Chocolate is probably one of the most famous foods ever. Chocolate syrup dates back to 1500
years.’ ago when liquid chocolate was extracted from cocoa plant in Central America. In the
year 1847, fry and sons in England first made solid chocolate, as we know it today. In 1875,
Daniel peters from Switzerland, first made milk chocolate.

If people thought that chocolates were just restricted to kids think again. According to a
recent study conducted by a major chocolate brand in India the major consumers of
chocolates apart from kids are teenagers and people between the ages of 15 - 35. Chocolates
which were considered expensive once have now become affordable by one and all. Most of
the chocolate brands in India produce chocolates in different sizes that are priced according to
their sizes. Chocolates like Dairy Milk and Five Star can be got for just Rs 10.

Chocolates in India are slowly and steadily substituting the traditional Indian sweets. Due to
the increasing levels of social consciousness people prefer gifting well wrapped chocolate
packets rather than sweets on occasions and festivals. Taking advantage of this situation the
top chocolate brands in India are now concentrating on the packaging and are introducing
well packaged chocolates for specific occasions. Initially chocolates were just limited to a
few flavors caramel and milk chocolate till recent years when the introduction of dry fruits in
chocolates created waves in the chocolate industry in India. Even dark chocolate which was
not widely available in the Indian subcontinent till some time back has started gaining ground
in the Indian chocolate market.

COMPANY OVERVIEW OF CADBURY – INTRODUCTION

Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods
and Cadbury creates a global powerhouse in snacks, confectionery and quick meals.

With annual revenues of approximately $50 billion, the combined company is the world’s
second largest food company, making delicious products for billions of consumers in more
than 160 countries. We employ approximately 140,000 people and have operations in more
than 70 countries.

Modern Cadbury Factory

In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of
existence, it today has five company-owned manufacturing facilities at Thane, Induri (Pune)
and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New
Delhi, Mumbai, Kolkota and Chennai). The corporate office is in Mumbai.

Our core purpose “make today delicious” captures the spirit of what we are trying to achieve
as a business. We make delicious foods you can feel good about. Whether watching your
weight or preparing to celebrate, grabbing a quick bite or sitting down to family night, we
pour our hearts into creating foods that are wholesome and delicious.

Currently, Cadbury India operates in four categories viz. Chocolate Confectionery, Milk
Food Drinks, Candy and Gum category. In the Chocolate Confectionery business, Cadbury
has maintained its undisputed leadership over the years. Some of the key brands in India 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 billion-dollar 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 bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries worldwide.

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 advise 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, as a combined company with an unmatched portfolio in confectionery, snacking and

quick meals, we are poised in our leap towards quantum growth. We are the world’s No.1
Confectionery Company. And we will continue to “make today delicious”!
MISSION
• To create and sustain flourishing communities where people choose to live-
• By promoting new social housing of good quality which enhances the
environment.
• By managing housing stock and estates to the highest standard for all residents.
• By encouraging residents to share in decisions affecting their communities

VISION
• Promotion of brands carrying mass franchise without compromise on quality or
margins.
• Increasing the market depth including rural India`s coverage
• Better product quality and packaging
• All round efficient utilisation of tangible as well as intangible assets such as
brands and people
• Efficient working capital management
• Surplus cash so generated to be either gainfully and meaningfully reinvested in
business or return to stakeholders

HISTORY (CADBURY)
Cadbury was founded almost 200 years ago. Delve into the fascinating history and you'll find
a wealth of interesting facts on subject including advertising, Cadbury family, past and
present products and philanthropy.

In 1824, JOHN CADBURY opened a grocer’s shop at 93 bull street, Birmingham. Among
other things, he sold cocoa and drinking chocolate, which he prepared himself using a pestle
and mortar.

In 1842, John Cadbury was selling no less 16 verities of drinking chocolate and 11 different
cocoas the earliest preserved price list shows that too could buy drinking chocolate in the
form of both pressed cakes and power.

In 1895, George decided not to go for tunnel-backs because it limited the amount of light on
the houses. Instead he chose rectangular cottages, each one with a large garden. In 1895, 143
cottages were built on the land he had bought privately, a total of 140 acres.
The Cadbury script logo, based on the signature of William Cadbury, appeared first on the
transport fleet in 1921. It was quite fussy to start with and has been simplified over the years.
It wasn’t until 1952 that it was used across major brands.

HISTORY OF CADBURY IN INDIA

Cadbury began its operation in 1948 by importing chocolate sand then re-packing them
distributing in the Indian market. After 63 years, it is having five companies at THANE
(Pune), Malanpur (Gwalior), Bangalore, Baddi (Himachal Pradesh) and 4 sales offices in
(NEW DELHI, MUMBAI, KOLKATA AND CHENNAI). The corporate office is in
MUMBAI.

• Address Cadbury House,, 19, Bhulabhai Desai Road

• District Mumbai
• State Maharashtra
• Pin Code 400026
 • Tel. No. 022-40073100
• Fax No. 022-23521698
• Email : parveen.vasaigara@csplc.com
• Internet : http://www.cadburyindia.com

The company’s main purpose is “Working together to create brands people love" capture the
spirit of what we are trying to achieve as a business. We collaborate and work as team to
convert products into brand.

Simply, we spread happiness”!

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

CADBURY-DAIRY MILK PRODUTS:

1. Dairy Milk
2. Dairy Milk Shots
3. Dairy Milk Crackle
4. Dairy Milk Roast Almond
5. Dairy Milk Fruit & Nut
6. Dairy Milk Silk
7. Dairy Milk bubbly
8. Dairy Milk oat crunch
9. Dairy Milk caramel
10. Dairy Milk Orange Peel

1. CADBURY CELEBRATION

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

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

Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk
chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut butterscotch and
caramels.
The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is an
exotic range of chocolate covered dry fruits and nuts in various flavours and the premium
dark chocolate range which is exotic dark chocolate in luscious flavours.

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

2. 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 years to keep satisfying the consumers taste for
a high quality & different chocolate eating experience.

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

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

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 as an extremely
successful brand.

3. 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 when they think of
Cadbury Dairy Milk. 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
‘something sweet’ after meals.

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

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 everyone’s memory, as the most spontaneous & un-inhibited expression of
happiness.

This campaign went on to be awarded ‘The Campaign of the Century’, in India at the Abby
(Ad Club, Mumbai) awards.

In the late 90’s, to further expand the category, the focus shifted towards widening chocolate
consumption amongst the masses, through the ‘Khanewalon Ko Khane Ka Bahana Chahiye’
campaign. This campaign built social acceptance for chocolate consumption amongst adults,
by showcasing collective and 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.

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 examinations
to celebrate with Cadbury Dairy Milk.

FACT FIGURES ABOUT THE CADBURY

Global market of chocolate:

• Cadbury is the second largest candy and chocolate company in the world,
employing 70,000 people in 50 countries.
• Cadbury has the No. 1 or No. 2 positions in more than 20 of the world's 50 biggest
confectionery markets.
• Cadbury operates in more than 60 countries and employs more than 46,000
people.

Indian market of chocolate:

• Chocolate market is estimated to be around 1500 crore growing at 18-20% per

annum.
• Cadbury is the market leader with 72% market share
• The per capita consumption of Chocó late in India is 300 grams compared with
1.9 kilograms in developed markets such as the United Kingdom.

CUSTOMER DRIVEN MARKETING STRATEGY OF CADBURY

DAIRY MILK
In customer Driven marketing strategy we discuss the Cadbury dairy milk market
segmentation, target marketing and market positioning strategies.

I. Market Segmentation;
It means divide the market into group of potential customers on the basis of occupation as
well as the age group of the in the market.

It means all marketing process depends on marketing segmentation and it is the foundation of
all the marketing processes.

Cadbury dairy milk also divides the market into different group of customers. We can
understand it by following discussion.

II. Identify Market Segment of Cadbury Dairy milk

Targeting a group of customers who share a similar set of needs and wants which Segmenting
the consumer markets. There are basically four types of segmentation which I discuss the
following.

• Geographical Segmentation
• Behavioral Segmentation

• Geographical Segmentation;

It can be understand from the following points.

a. Age and life cycle;

Under this type of segmentation the buyers who mostly prefer the Cadbury dairy milk comes
under the age group of 4 to 50 years.

b. Gender;

For purchasing Cadbury dairy milk gender does not matter. Cadbury dairy milk are for all
type of persons whether male or female.

c. Income;

The price of Cadbury dairy milk is reasonable and affordable, so a person does not need to
much think before purchasing. They can easily buy it any time when they want to buy. The
income of a person does not play an important role in Generation;

Cadbury dairy milk will not be much affected by the generation differences. All type of
people like to purchase the Cadbury dairy milk when they want to buy it.
 • Behavioral Segmentation of Cadbury dairy Milk;

We can understand it by the following points

a. Decision roles;

The decision role is played by the children and youngsters. They play an important role in
taking the decision of when to buy the Cadbury dairy milk.

b. Occasion;

For purchasing the Cadbury dairy milk no specific occasion are required. People can easily
purchase it on regular bases also if they needed.

c. Benefits;

Cadbury dairy milk is easily available anywhere when we need it. The supply chain of
Cadbury dairy milk is very good also it a quality conscious. So there are two main types of
benefits given by Cadbury dairy milk are supply chain and quality.

d. User status;

There are mainly the regular users found in the user status of Cadbury dairy milk.

e. User rate;

The user rate is heavy in the behavioral segmentation of Cadbury dairy milk.

f. Loyalty status;

There is mainly the absolute loyalty status.

g. Attitude;

There is an enthusiastic type of attitude of buyers.

III. Segmenting for Business Markets;

It can be easily understand from the following points.

• Demographic
• Operating variable
IV. Purchasing approaches
• Situational factors
• Personal characteristics

V. Models of sequential segmentations;

It can be easily defined and understand from the following points.

• Stage of decisions
• First time prospects
• Sophisticates
• Orientation
• Price oriented

VI. Target market of Cadbury dairy milk;

The main target of it mainly is children and youths that are in the segments of occupation and
in the age group.

Cadbury dairy milk commonly targets all types of customers whether they are young and old,
male or female.

And now the target markets which is selected and targeted by it is according to age, gender,
occupation and income of potential customers.

VII. How can we choose the target markets from the different segments?

The answer is that a acronym DAMP is used to gauge the viability of target markets.

• Discemible; How a segment can be differentiated from other segments.

• Accessible; How a segment can be accessed via marketing communications
produced by a firm.
• Measurable; can a sufficient return on investment be attained from a segment’s
servicing.
 • Profitable; can a sufficient return on investment be attained from a segments
servicing.

VIII. Market positioning of Cadbury dairy milk;

Cadbury dairy milk made position of it product chocolate not only in the minds of consumers
but also in the market.

It means what is the view of consumers or concept about of your product like trough adds
children’s and youngsters view and action after seeing the add of your product.

To make position in the minds of customers company used different promotional techniques
through

By giving add through any superstar

• Electronic media
• Press media
• Sign boards
• By giving discount
• By giving funds to welfare organizations

MARKETING MIX STRATEGY OF CADBURY DAIRY MILK

CHOCOLATE
It is also known as integrated marketing or 4P’s of marketing. We can understand the
marketing mix strategy of Cadbury dairy milk by discussing the following four P’s of
marketing.

Now I discuss the Product, Price, place and promotional strategy of Cadbury dairy milk
chocolate.

A. Product;

Cadbury dairy milk is made from real chocolate. Its ingredients include cocoa, butter and
there is a glass and half full cream dairy milk in every 200 grams in every dairy milk
chocolate. Cadbury buys 65 million liter of fresh milk each year to make Cadbury dairy milk
chocolate.
Strategy;

The strategy of Cadbury dairy milk is to continuous improvement in the quality and features
of product. It is the mission statement of Cadbury to make quality chocolate which have
competitive advantage from the competitor’s products and it enhances the goodwill of the
company.

B. Price;

It is an important element of the marketing mix. The price for a chocolate bar can determine
whether a consumer will buy it or not it can be determined easily and sales volume tells about
that price is reasonable or not.

If competitors charge the low price than the Cadbury chocolate, it is automatically affect the
company’s profit.

Strategy;

Cadbury dairy milk applies the reasonable and affordable policy to charge the price from its
competitors. Because it is the vision of Cadbury that Cadbury is in every pocket. It charges
the fewer price from its competitors and provides better quality also. We can say it is used
penetration strategy because have low prices as compare to its competitors and have long life
cycle of the product. Cadbury wants to survive in the market for long run.

C. Place;

Cadbury dairy milk is produced at the chocolate factory in Bourneville in Birmingham. After
the chocolate is produced and goes through the process of all quality checks. It is transported
to the staff rooms and then Cadbury sells it product to shops.

Strategy;

The placement strategy of Cadbury dairy milk is to sell the chocolate at every corner shop,
super stores, bakers shop, petrol pumps and even medical stores also included in it. It is the
mission statement of Cadbury to provide chocolate to all type and class of customers.

D. Promotion;
The purpose of promotion is to communicate directly with potential and actual consumers. In
order to encourage them to purchase dairy milk chocolate the Cadbury used different
promotional tactics.

Strategy;

Cadbury dairy milk is used press and electronic media to motivate the potential and inspires
the actual customers to purchase the product of Cadbury.

Promotion is an important element of marketing mix because if it is not well planned then
company is unable to increase it sales.

The company gives discounts on different occasions.

To inspire the Childs to purchase the Cadbury chocolate the company made such type of ads.
To encourage the youth class the company hires the superstars for advertisement of the
products which inspires the all type of consumers who want to eat sweet.

POSITIONING STRATEGY OF CADBURY DAIRY MILK

Positioning is all about that what is the customer concept or image of your product in the
minds of the people who likely to purchase the product.

It also concerns about what is the position of your product in the market.

We can say every aged person wants to buy Cadbury dairy milk chocolate and they also don’t
know why they are purchasing the Cadbury dairy milk even they don’t want to purchase.

BRAND ELEMENT OF CADBURY:

Brand elements are those trademark able devices that identify and differentiate the brand.
Most strong brand employs multiple brand elements. Like Cadbury Dairy Milk has the
distinctive “any time crunchy, all time fresh”.

There are certain types of brand element listed below:

• Brand name
• Slogan
• Characters
• Logo
• Symbol
Dairy Milk has been meticulously built around the world by Cadbury. It has been able to
sustain a strong position in the market. There are many branding elements which have
resulted into consistent result of its success. In India and across the world, the only chocolate
wrapped in Purple with the logo of Cadbury written on it. Color of all other products of
Cadbury like Gems which is so colorful. Packaging which introduces slight of milk splash
shows the relation of milk with Cadbury. Insignia Logo which comes on the packaging in
bold vintage Dairy font in white which also shows the relation of milk with the product. Logo
Not only the above three, But there are many more elements due to which the consistent
Branding of Dairy Milk is so very popular. Its different Advertisements, its punch lines etc…
It has always kept a strong association with Milk, with slogans such as “a glass and half of
full cream milk in every half pound.” And also advertisement which featured a glass of milk
pouring out and forming the Dairy Milk bar. Also the ad campaigns are also the important
element of Dairy Milk. It made chocolate an eating habit among the consumers, especially
the adults. Long back it was a belief that chocolate is only for kids. But Dairy Milk changed
this belief. Also they changed the trend of Sweets (Mithai) during the occasions like Diwali,
New Year etc… Dairy Milk brought a new trend that whether any occasion, Dairy Milk is
best for all. It also gave some famous dialogues from the ads which people remember always.
They were also the core brand elements of Dairy Milk. Let us see them below: The Real
Taste of Life- A girl dancing on Cricket Field

• Khane walo ko Khane ka Bahana Chahiye

• Kuch Meetha Ho Jaye
• Pappu Paas ho Gaya
• Aaj Pehli Tareekh Hai
• Shubh Aarambh

All these above dialogues were forming the very famous and popular ads of Dairy Milk. By
this ad they wanted to covey to the people that for eating Dairy Milk they do not have to wait
for any occasion. They can just have it. Whether they are happy or Sad, But Dairy Milk can
be taken in any of the mood.

BRAND MANTRA OF DAIRY MILK:

Dairy Milk also enjoys a great - Brand Recall value when comes to chocolates with Milk.
Dairy Milk has huge command over - its distribution network spanning across India. Certain
segment feel that price of innovations with crafted Dairy Milk is high and compared to
communication campaign that Amul Milk chocolate is preferred. It offers quality product
with Dairy Milk is somewhat lacking in establish a clear and consistent other emerging
markets. It has Brand Image over the years. Strong command over its brand image in India
and Europe But other places it is lacking. Dairy Milk has been able to the recent acquisition
of Cadbury which is a globally established by Kraft Foods may result in brand name known
for its somewhat negative effect on the manufacturing competency and brand.

Slogan of Cadbury dairy milk

Slogans also play an important role to position a positive concept in the minds of customers
like:

• Cadbury dairy milk is a brand of chocolate bar made by the Cadbury plc unit of
….with slogans such as:
• A glass and a half of full cream
• Cadbury is the name of quality it is our promise

PRODUCT LIFE CYCLE OF CDM

The product life cycle model helps marketers identify the different stages that the sales and
profits of a product go through during the course of its lifetime. There are five stages to the
product life cycle: introduction, growth, maturity, saturation and decline.

1. Introduction: Sales are slow as the product is not yet known. Costs are high due to
heavy marketing spend to create awareness. Emphasis is on advertising and distribution. The
Cadbury Dairy milk launched by Cadbury in 1905 is an example of a brand at the
introduction stage.

2. Growth: This stage shows growing market acceptance and increasing profits.
Competitors begin to enter the marketplace. The business concentrates on optimizing product
availability. The Cadbury Dairy milk is the market leader in chocolate market with 30 %
market share example of brand at growth stage.

3. Maturity: The rate of sales growth slows down as the product has been widely
distributed and sold. The company now focuses on creating brand extensions and promotion
offers to boost sales. New product research is critical to ensure future sales. The Cadbury
Dairy Milk Silk chocolate range is an example of creating brand extensions brand at the
maturity stage.
4. Decline: Sales slow down dramatically and profits fall off. The product may be
dropped to make way for new products and the cycle recommences. So far CDM has not
reached at this stage because of extension in maturity stage.

CONSUMPTION PATTERNS
CONSUMPTION OF CHOCOLATE IN INDIA:

Chocolate consumption in India is extremely low. Per capita consumption is around 160
gems in the urban areas, compared to 8-10 kg in the developed countries. In rural areas, it is
even lower. Chocolate in India are consumed as indulgence and not as a snack food. A strong
volume growth was witness in the early 90’s when Cadbury repositioned chocolates from
children to adult consumption. The biggest opportunity is likely to stem from increasing the
consumer base. Leading players like Cadbury have been attempting to do this by value for
money offerings, which are affordable to the masses.
CONSUMPTION OF CHOCOLATE IN WORLD:

Chocolate consumption in world is very high.

The top 10 chocolate-consuming countries in 2012, based on per capita consumption, are:

• Switzerland 11.9kg
• Ireland 9.9kg
• Britain 9.5kg
• Austria 8.8kg
• Belgium 8.3kg
• Germany 8.2kg
• Norway 8kg
• Denmark 7.5kg
• Canada 6.4kg
• France 6.3kg
CONSUMER PREFERENCE
All marketing starts with the consumer. So consumer is a very important person to a
marketer. Consumer decides what to purchase, for whom to purchase, why to purchase, from
where to purchase, and how much to purchase. In order to become a successful marketer, he
must know the liking or disliking of the customers. He must also know the time and the
quantity of goods and services, a consumer may purchase, so that he may store the goods or
provide the services according to the likings of the consumers. Gone are the days when the
concept of market was let the buyer’s beware or when the market was mainly the seller’s
market. Now the whole concept of consumer’s sovereignty prevails. The manufacturers
produce and the sellers sell whatever the consumer likes. In this sense, “consumer is the
supreme in the market”.

As consumers, we play a very vital role in the health of the economy local, national or
international. The decision we make concerning our consumption behavior affect the demand
for the basic raw materials, for the transportation, for the banking, for the production; they
effect the employment of workers and deployment of resources and success of some
industries and failures of others. Thus marketer must understand this.

Preference (or "taste") is a concept, used in the social sciences, particularly economics. It
assumes a real or imagined "choice" between alternatives and the possibility of rank ordering
of these alternatives, based on happiness, satisfaction, gratification, enjoyment, utility they
provide. More generally, it can be seen as a source of motivation. In cognitive sciences,
individual preferences enable choice of objectives/goals.

The study of the consumer preference not only focuses on how and why consumers make
buying decision, but also focuses on how and why consumers make choice of the goods they
buy and their evaluation of these goods after use. So for success of any company or product
promotion it is very necessary to depart its concentration towards consumer preference.

ROLE OF CONSUMER

• Consumer decides what to purchase, for whom to purchase, why to purchase, from
where to purchase, and how much to purchase. In order to become a successful marketer, he
must know the liking or disliking of the customers. He must also know the time and the
quantity of goods and services, a consumer may purchase, so that he may store the goods or
provide the services according to the likings of the consumers. Gone are the days when the
concept of market was let the buyer’s beware or when the market was mainly the seller’s
market. Now the whole concept of consumer’s sovereignty prevails. The manufacturers
produce and the sellers sell whatever the consumer likes. In this sense, “consumer is the
supreme in the market”.

• As consumers, we play a very vital role in the health of the economy local, national or
international. The decision we make concerning our consumption behavior affect the demand
for the basic raw materials, for the transportation, for the banking, for the production; they
effect the employment of workers and deployment of resources and success of some
industries and failures of others. Thus marketer must understand this. Preference (or “taste”)
is a concept, used in the social sciences, particularly economics. It assumes a real or imagined
“choice” between alternatives and the possibility of rank ordering of these alternatives, based
on happiness, satisfaction, gratification, enjoyment, utility they provide. More generally, it
can be seen as a source of motivation. In cognitive sciences, individual preferences enable
choice of objectives/goals.

• The study of the consumer preference not only focuses on how and why consumers
make buying decision, but also focuses on how and why consumers make choice of the goods
they buy and their evaluation of these goods after use. So for success of any company or
product promotion it is very necessary to depart its concentration towards consumer
preference.
DATA ANALYSIS
1. Do you like to eat Chocolates?

Do you like to eat chocolate?

yes no

6%

94%

Interpretation:

From the above analysis of the given sample of 100 respondents it is concluded that out of
100 people 94% people likes to eat chocolate while only 5% people don’t prefer to eat
chocolate.

2. Which of the following do you prefer

• Plain chocolate
• With Nuts
• With fruits and nuts
• With fruits and raisins
• With caramel
 Which of the following do you prefer?
Plain Chocolate White nuts With fruit (Raisins)
With fruit and nuts With caramel

8%

29%

41%
16% 6%

Interpretation:

According to the above analysis it is concluded that most of the people like to eat fruits and
nuts as compare to other segment of dairy milk chocolate.

3. If there was discount on Cadbury Dairymilk silk think you would be more likely
to buy it?
• Yes
• No

If there was a discount on Cadbury Dairy

Milk Silk, you think you would be more
likely to buy it?

16% yes
No

84%

Interpretation:
According to the above analysis it is concluded that out of sample of 95 people who eat
chocolate 84% are attracted to buy chocolate on discount and 16% were attracted by some
other reasons.

4. Approximately how many chocolate bars would you purchase in one week?
• Less than 5
• 5-10
• More than 10

Approximately, how many chocolate bars

would you purchase in one week?
Less than 5 5 or 10 More than 10

18%

29% 53%

Interpretation:

According to the above analysis it is concluded that mostly people purchase chocolates
weekly.

5. When you think of Cadbury which chocolate what comes to your mind?
• Dairy Milk
• Five star
• Perk
• Silk
• Any other
 When you think of Cadbury, which
chocolate comes to your mind?
Diary milk Five stars Perk Silk Any other

2%

31% 43%

8%
16%

Interpretation:

6. Which variants of Cadbury Dairymilk silk do you like the most?

• Milk chocolate
• Roast almond
• Fruit and nut
• Orange peel

Which variants you like most Cadbury

Dairy Milk Silk?
2%

Milk Chocolate
23%
Roast Almond
Fruit &Nut
51%
24% Orange Peel

Interpretation:

According to the above analysis it is concluded that most of the people like to eat Fruit & Nut
as compare to another.
 7. Do you think Cadbury silk is a commodity consumed by children only?
• Yes
• No
• Maybe

Do you think Cadbury Silk is a commodity

consumed by children only?

Yes
14% 16%
No
May be

70%

Interpretation:

According to the above analysis it is concluded that the chocolate is not only consumed by
children only it’s consumed by every age group of people.

8. According to you which is the most preferred chocolate after Cadbury ?

• Amul
• Nestle
• Campco

According to you, which is the most

preferred chocolate after Cadbury?
Amul Nestle Campco

6%

18%

76%
Interpretation:

The above analysis of given sample of 93 respondents who eat chocolates it is concluded that
only 76% people likes to eat Cadbury chocolates and after Cadbury they would like to
preferred Nestle or more.

9. Do you think now people have become health conscious that the need for
chocolate has declined?
• Yes
• No
• Maybe

Do you think now people have become

more health conscious that the need for
chocolate has declined?

Yes
28%
May be
33%

No
39%

Interpretation:

The above analysis of given number of respondents have a diverse answer depending on their
lifestyle & age bracket.

10. Can you give you favourite chocolate one adjective

• Yummy
• Tasty
• Crunchy
• Chew
 Can you give your favorite chocolate one
adjective?

6%
Yummy

22% Tasty
45%
Crunchy
Chew
27%

Interpretation:

According to the above analysis it is concluded that most of the people likes to eat yummy
hard chocolate and chew form of a chocolate is least preferred.
FINDINGS
• CONSUMER RESEARCH:

Consumer research deals with consumer and their problems and solutions to the problem. In
this I came to know about the consumers need and expecting levels regarding products and
ascertainable levels of consumer satisfaction.

• PRODUCT RESEARCH:

Under product research I came to know about the modification which consumers wants as to
the quality, packing, shape, color, and quantity etc of their favorite chocolate.

• PRICING RESEARCH:

This includes ability to consume, to pay for the product, how much a person can spend on
his/her favor chocolate. In this I have tried to find out consumer’s price expectations and
reactions.

• ADVERTISING RESEARCH:

Under this I have conclude that whether the advertisement appeals the consumer or not. This
also includes evaluating and selecting the proper media-mix and meaning advertisement
effectiveness.
RECOMMENDATIONS
• Company should concentrate more on television for advertisement, as mostly
people get attracted through television only.
• Cadbury should concentrate on the shape of a chocolate.
• People are unsatisfied with the price and quantity of chocolate so companies
should concentrate in this regard also.
• They need to maintain high standards and should be careful that there products
remains good and is not effected by insects.
• They also fixed their products price that all kinds of consumers can afford it.

• Customer’s complaints should be welcomed & handled effectively. A quick

response to customers complaint can bring appositive impact on part of business
firms
CONCLUSION
After the data analysis from both the sources: primary and secondary data, it can be
concluded that in India Cadbury’s is enjoying its success to a great extent beside the fact that
other competitors, mainly local, are trying hard to impress the youths of India. Nestle is the
biggest competitor of Cadbury’s and they face cut throat competition internationally but in
India there is not any such brand that is near to the Cadbury’s when it comes to market share.

The advertisements are one of the important factors to attract the customers and Cadbury’s is
doing well in it. Its Silk advertisements were so popular that it created more demand than the
supply for that product. Also, the price has n number of ranges. From Rs. 5 chocolate to Rs.
500 rich dry fruit collection- mention the price and they have the product of desired range.
Cadbury’s surely knows how to band the customers with their gift boxes.

Cadbury’s has 70% share in the Indian market and the reason for this is its continuous
innovation and techniques to attract the customers and make them brand loyal. Other brands
may take over Cadbury’s one day but not in near future.

After conducting the survey on consumer preference towards Cadbury chocolate bars, it can
be concluded that consumers have more preference towards the Cadbury chocolate bars.

Also it was a great experience learning the customer preference towards the chocolate as I
came to know what they feel about the chocolate and also learn about the chocolate.
BIBLIOGRAHY
• http://www.cadburyindia.com
• https://www.cadbury.co.uk/the-story
• http://www.aphrodite-chocolates.co.uk/news/how-chocolate-is-made
• http://www.moneycontrol.com/company-facts/cadburyindia
• https://en.wikipedia.org/wiki/List_of_Cadbury_products
• http://www.statista.com/topics/1638/chocolate-industry/
• http://dionglobal.com/?s=cadbury%20
• http://www.mondelezinternational.com/in/en/home/index.aspx
APPENDIX
Buying pattern of Cadbury

1. Do you like to eat Cadbury Chocolate

• Yes
• No

2. Which of the following do you prefer

• Plain chocolate
• With Nuts
• With fruits and nuts
• With fruits and raisins
• With caramel

3. If there was discount on cadbury Dairymilk silk think you would be more likely to
buy it ?
• Yes
• No

4. Approximately how many chocolate bars would you purchase in one week ?
• Less than 5
• 5-10
• More than 10

5. When you think of Cadbury which chocolate what comes to your mind ?
• Dairy Milk
• Five star
• Perk
• Silk
• Any other
6. Which variants of Cadbury Dairymilk silk do you like the most?
• Milk chocolate
• Roast almond
• Fruit and nut
• Orange peel
• Cadbury Oreo
• Cadbury Bubbly

7. Do you think Cadbury silk is a commodity consumed by children only ?

• Yes
• No
• Maybe

8. According to you which is the most preferred chocolate after Cadbury ?

• Amul
• Nestle
• Campco

9. Do you think now people have become health conscious that the need for chocolate
has declined?
• Yes
• No
• Maybe

10. Can you give you favourite chocolate one adjective

• Yummy
• Tasty
• Crunchy
• Chew