INTRODUCTION

Chapter -1

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Introduction to the study :

The research aims to study the buying behavior and product performance of Halls ( a product of
Cadbury) . It has been observed in the recent years that the demand of HALLS, a throat lozenge
that enjoyed immense popularity in India until some years ago, has reduced considerably
especially in the eastern zone of India.. The other brands of mint are preferred more by people
and sale of Halls as compared to the other products of Cadbury has been observed to be low.

The research tries to find out how middlemen who deal with Cadbury products perceive Halls
based on variables like price, quality, advertisement, satisfaction, taste, packaging, brand loyalty,
company’s promotional activities etc. The project aims to find the reasons behind the failure
of the product “HALLS” in the product category of mint in the region also covering the
opportunity that lies ahead of the product in different types of outlets. The research brings to
light the major competitors of Halls and their marketing strategies that have helped them
overtake Halls and grab a substantial segment of market in the category of mint. Some
recommendations so as to regain the lost position of the product have been made towards the end
of the project. The study is confined to the Ranchi( Jharkhand) region.

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LITERATURE REVIEW
Chapter-2

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Literature Review:

In the paper of “Study of Sales Promotion Activities in Toilet Soap-An Insight into
Consumer and Retailer Perceptions’’ by Kureshi Sonal and Vyas Preeta(2002) understanding
perceptions of channel members and consumers regarding sales promotion activities enhances
the effectiveness of these activities. Widespread usage of sales promotion activities in Fast
Moving Consumer Goods (FMCG) sector makes it imperative that manufacturers take into
account channel member and consumer perceptions before planning such programmes. In this
paper, an attempt has been made to examine the nature of sales promotion activities in toilet soap
category in India, study retailer perceptions with respect to these activities and also get an insight
into consumer perceptions of these activities. Our findings indicate that with respect to the nature
of the schemes, premiums (free gifts) were found to be the most frequently used in both premium
and popular toilet soap category, followed by price offs. Retailer’s perceived price offs to have
relatively greater impact compared to any other forms of sales promotion. In line with the
retailers’ perceptions, the findings of consumer perceptions indicated that price offs were the
most preferred type of sales promotion. Retailers stated that role of word of mouth and television
advertising was very important in providing information inputs to the consumers regarding sales
promotion activities. This perception of retailers was supported by the consumer unaided recall
of sales promotion schemes which were widely advertised. As the retailer interacts and observes
consumers more frequently and closely than the manufacturer, it would be useful for the
companies to incorporate perceptions while planning sales promotion strategies.

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COMPANY PROFILE
Chapter-3

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Introduction to Cadbury:

Cadbury is a leading global confectionery company with an outstanding portfolio of chocolate,

gum and candy brands. We create brands people love - brands like Cadbury, Trident and Halls.
Our heritage starts back in 1824 when John Cadbury opened a shop in Birmingham selling cocoa
and chocolate. Since then we have expanded our business throughout the world by a programme
of organic and acquisition led growth. On 7 May 2008,the separation of our confectionery and
Americas Beverages businesses was completed creating Cadbury plc with a vision to be the
world's BIGGEST and BEST confectionery company.
We are performance driven, values led. Throughout changing times, our constant values have
inspired us to be pioneers in business and in corporate responsibility. They help ensure we are
proud of our company and are critical to our core purpose of creating brands people love.

Vision:
"Life Full Of Cadbury and Cadbury Full of Life".
Core Purpose and Values:

We are performance driven, values led. Throughout changing times, our constant values have
inspired us to be pioneers in business and in corporate responsibility. They help ensure we are
proud of our company and are critical to our core purpose of creating brands people love.

Performance
We are passionate about winning. We compete in a tough but fair way. We are ambitious,
hardworking and make the most of our abilities. We are prepared to take risks and act with
speed.

Quality
We put quality and safety at the heart of all of our activities - our products, our people, our
partnerships and our performance.

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Respect

We genuinely care for our business and our colleagues. We listen, understand and respond. We
are open, friendly and welcoming. We embrace new ideas and diverse customs and cultures.

Integrity
We always strive to do the right thing. Honesty, openness and being straightforward characterize
the way we do business. We have clear principles and do what we say we will do.

Responsibility
We take accountability for our social, economic and environmental impact. In this way we aim
to make our business, our partners and our communities better for the future.
Our Business Principles are our code of conduct and also take account of global and local
cultural and legal standards. They confirm our commitment to the highest standards of ethics and
business conduct. Core purpose and vision section:

Core purpose:
Our core purpose is creating brands people love. The core purpose captures the spirit of what we
are trying to achieve as a business.

COMPANY OVERVIEW OF CADBURY INDIA

Cadbury began its operations in 1948 by importing chocolates and then re-packing them
before distribution in the Indian market. After 59 years of existence, it today has five
company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur
(Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi,
Mumbai, Kolkota and Chennai). The corporate office is in Mumbai. Currently Cadbury India
operates in three sectors viz. Chocolate Confectionery, Milk
Food Drinks and in the Candy category. In the Chocolate Confectionery business, Cadbury has
maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy
Milk, 5 Star, Perk, Éclairs and Celebrations. Cadbury enjoys a value market share of over 70% -
the highest Cadbury brand share in the world! Their flagship brand Cadbury Dairy Milk is

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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 their main product is
Bournvita - the leading Malted Food Drink (MFD) in the country. Similarly in the medicated
candy category Halls is the undisputed leader.The Cadbury India Brand Strategy has received
consistent support through simple but imaginative extensions to product categories and
distribution. A good example of this is the development of Bytes. Crispy wafers filled with coca
cream in the form of a bagged snack, Bytes is positioned as "The new concept of sweet
snacking". It delivers the taste of chocolate in the form of a light snack, and thus heralds the
entry of Cadbury India into the growing bagged Snack Market, which has been dominated until
now by Salted Bagged Snack Brands. Bytes was first launched in South India in 2003. Since
1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two
decades, it has worked with the Kerala Agriculture University to undertake cocoa research and
released clones, hybrids that improve the cocoa yield. Today, Cadbury is poised in its leap
towards quantum growth and new categories of business, namely gums, mints, snacking and
gifting. It is a part of the Cadbury Schweppes Group, world's No.1 Confectionery Company.

CADBURY WORLD WIDE

Cadbury is the world's largest confectionery company and have a strong regional presence in
beverages in the Americas and Australia. With origins stretching back over 200 years, today their
products - which include brands such as Cadbury, Schweppes, Halls, Trident, Dr Pepper,
Snapple, Trebor, Dentyne, Bubblicious and Bassett - are enjoyed in almost every country around
the world. We employ around 60,00 people.
Their heritage starts back in 1783 when Jacob Schweppe perfected his process for manufacturing
carbonated mineral water in Switzerland. And in 1824 John Cadbury opened in Birmingham
selling cocoa and
chocolate. These two great household names merged in 1969 to form Cadbury Schweppes plc.
Since then they have expanded their business throughout the world by a programme of organic
and acquisition led growth. Concentrating on their core brands in beverages and confectionery
since the 1980s, they have strengthened their portfolio through almost fifty acquisitions,

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including brand icons such as Mott's, Canada Dry, Halls, Trident, Dentyne, Bubblicious, Trebor,
Bassett, Dr Pepper, 7 Up and Snapple.
 It employ 60,000 people in over 200 countries
 Worlds No 1 Confectionery company
 World's No 2 Gums company
 World's No 3 beverage company

Cadbury Brands:
 Chocolates
 Snacks
 Beverages
 Candy
 Gum
SNACKS:
 Bytes

BEVERAGES:
 Bournvita

 CANDY:
 Halls

CHOCOLATES:
 Dairy Milk
 5 Star
 Perk
 Celebrations
 Temptation
 Eclairs
 Gems

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PROFILE OF CADBURY

Type Confectionery
Founder George Cadbury
Current owner Cadbury plc
Country of origin United Kingdom
Introduced 1905 Related brands Cadbury products
Markets World Website www.cadbury.co.uk

EARLY HISTORY

The history of Cadbury as manufacturers of chocolate products in Birmingham dates back to the
early part of the 19th century, when John Cadbury opened a shop in the centre of the city, trading
as a coffee and tea dealer. Soon a new sideline was introduced - cocoa and drinking chocolate,
which he prepared himself using a mortar and pestle. The founding of the Cadbury business
dates back to 1831 when John Cadbury first made cocoa products on a factory scale in an old
malt house in Crooked Lane, Birmingham. In 1847 the business moved to larger premises in
Bridge Street, which had its own private canal spur linking the factory via the Birmingham
Navigation Canal to the major ports of Britain. Business continued at the Bridge Street site for
32 years and by 1878 the workforce had expanded to 200, so more space was needed. This
heralded the move to Bournville and the building of what is now one of the largest
chocolate factories in the world. John Cadbury retired in 1861 handing over the business to his
eldest sons Richard and George. It is to their leadership that the success of the enterprise
is owed as the company prospered. The origin of the group goes back over two centuries. Some
of the most loved international brands are from the stable of Cadbury Schweppes –Cadbury
Dairy Milk, Dr Pepper, Flake, Trebor Basset, Snapple, Motts andwith the acquisition of Adams,
brands like - Halls, Clorets, Trident, Dentyneand Bubbas bubble gum range will now be part of
the Group’s portfolio.55,000 people populate the humming offices of Cadbury Schweppes across

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the globe. Cadbury Schweppes is the No.1 confectionery and third largest soft drinks company in
the world. They manufacture, market and distribute branded chocolates, confectionery and
beverages that bring smiles to millions of consumers across 180 countries.
The Core purpose of Cadbury Schweppes is “Working better together to create brands
people love”. They are respectful of the social and natural environment in which they operate;
supportive of our consumers, customers and colleagues; proud of our heritage, and passionate
about success. This passion for success led to the company expanding its business overseas and
thus bringing the flavor of chocolate to people and tickling their taste buds. Cadbury’s expanded
their business to many countries like Australia, America, Canada, India etc. When Cadbury
Dairy Milk chocolate was first introduced in the early 1900s it made an immediate impact
quickly becoming the market leader. The success story has continued. It is still the top selling
chocolate brand in the country and the Cadbury Mega Brand's broad family of products today
has an international retail value approaching US$1billion. As an international brand Cadbury
Dairy Milk carries the same distinctive image all over the world. Wherever you buy a bar of
Cadbury Dairy Milk the pack design will be exactly the same, only the language will be
different. The famous slogan "glass and a half of full cream milk in every half pound" with the
picture of milk pouring into the chocolate bar, is one of the all-time greats of British advertising.

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Introduction to Halls:

Halls accounts for more than 50% of international cough drop sales, and is the leading sugar
confectionery brand in the world with 2% of the market. Halls is also the clear leader of the
medicated confectionery market with 22%. The mentholated products offer a refreshing menthol
taste that provides nasal and throat relief. In the northern hemisphere, Halls is sold as a cold
relief product and has licensed medicated status in markets such as the US, the UK and Canada.
In hotter and drier countries however, Halls is bought for mouth refreshment. Halls is the
undisputed leader of the cough drop category and is dedicated to expanding the category and
reinforcing leadership through quality products, strong distribution, innovation, and advertising.
Innovation has brought an expansion of the original Halls Mentho-Lyptus range. Halls Plus, the
only cough drop in the US with a soothing syrup centre, was introduced in 1990. This was
followed by Sugar Free Halls in 1994 and Halls Defense, a Vitamin C supplement drop, in 1999.
In 2002, Halls Breezers were launched as non-mentholated pectin cough drops to provide a great
tasting alternative to mentholated products. Halls Max, launched in 2004, provides strong relief
for sore throat pain. New in 2006 are Halls Bursts - a portable drop that offers soothing relief on-
the-go. Also in 2006, Halls US launched Halls Max Cough with 8-hour maximum cough relief,
and Halls Sugar Free Kiwi-Apple, building on exotic fruit flavour trends. More recent
international innovation has brought the launch of Halls' first sugar-free gum, Shotgum, as well
as Soothers and Fruitables, liquid-centre soothing confectionery with real fruit juice. The Hall
Brothers started the Halls business in 1893 originally to produce soap and jams. Shortly after,
they began to produce confectioneries such as chocolate limes, humbugs and caramels. In the
1930s Halls invented its Mentho-Lyptus formula, using a combination of menthol and
eucalyptus, and began producing its popular cough drops. The cough drops were introduced into
the US during the mid-1950s. Warner-Lambert recognized the potential of the product and
acquired Halls in 1964. In 1971, the American Chicle sales force, part of Warner Lambert, began
selling Halls under the Adams family, and the first national television campaign was aired. The
results were a resounding success.

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History about Halls:

1893    Halls Brothers, a British company, is formed.

1930s  Halls invents Mentho-Lyptus cough drops.

1950s  Halls Cough Drops are introduced into the US.

1964    Halls is acquired by Warner-Lambert.

1971    Halls joins the Adams family.

1970s  Halls expands throughout Latin America.

1980    Halls launches in Japan.

1990    Halls Plus is introduced as the only cough drop with a soothing syrup centre.

1994    Halls Vita-C, a drop with all the Vitamin C of a fresh orange, is launched in South
Africa; it is then launched in Europe in 1995 and in Latin America/Asia in 1998-2000.

1994    Halls Sugar Free is launched in the US; it is now sold in 14 countries.

1999    Halls Defense, a Vitamin-C supplement cough drop, launches and becomes the second
largest brand in its category.

2002    Halls Breezers is launched, the first non-mentholated product, followed by Sugar Free
Halls Breezers in 2006.

2002    Cadbury Schweppes buys Adams, including Halls.

2003    Shotgum, Halls' first gum product is launched in the UK and Ireland.

2004    Halls Max, strong relief for sour throat pain, launches in the US

2006    Halls Max Cough, providing 8-hour maximum cough relief, launches in the US

2006    Halls Bursts on-the-go packs launch in the US

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Journey towards India:

Halls was first launched in India in 1968 & soon established itself as a ‘therapeutic’ candy
competing in the cough lozenge market. Halls has been sold in India as part of the Pfizer &
Warner Lambert networks before it came into the Cadbury fold in 2003 as part of a global
merger with Adams confectionery.

Halls has had a colourful advertising history in India & was in fact, one of the earliest brands to
advertise on television in India. In the 1980’s, Ad’s featuring Meenakshi Sheshadri and later,
Vijeta Pandit on its unique ‘vapour action’ formula with a classic Halls Jingle were aired which
established the brand firmly in the market. In the 90’s, Halls advertising adopted a different take
with its ‘Traffic Jam’ Ad where Halls restores order to a situation of chaos & the early 2000’s
saw Halls advertising on the ‘refreshment’ platform. Over the years Halls has been strongly
positioned on the` soothes sore throat ’ benefit in the consumers mind. In India it has 4 different
flavours that are Mint; Orange; Ginger and the newly introduced Lime.
Halls continues to be one of the leading mint brands in India even in the changed competitive
context.

Facts about Halls :

Halls produced the largest sweet in the world in 1964. Weighing 1.5cwt or 76kilos, it had to be
made in two pieces that were then bonded together. The wrapper was hand painted and cost
£100. The sweet was put on exhibition in New York.
Halls products are offered in over 26 flavours: Apple Surge, Blackcurrant, Blueberry, Cherry,
Cool Berry, Cool Citrus, Extra-Strong Spearmint, Fresh Lime, Fresh Mint, Ginger, Grapefruit,
Green Grape, Honey-Lemon, HyperMint, Ice Blue, Kiwi-Apple, Mentho-Lyptus, Mint surge,
Ocean Blue, Orange Creme, Spearmint, Strawberry, Strawberry Creme, Tropical Fruit, Tropa-
Lyptus and Watermelon. As Halls attempts to provide local markets with the flavours you enjoy,
availability may vary.
In addition to Halls Mentho-Lyptus drops, you can also enjoy Halls Plus, Halls Centers, Halls
Sugar Free, Halls Defense, Halls Breezers, Halls Max and Halls Bursts, as well as Halls Soothers
and Frutables, liquid-centre soothing candies with real fruit juice, Halls Vita-C, a refreshing
Vitamin C fruit drop, and Shotgum, Halls' first sugar-free gum.

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OBJECTIVES
Chapter-4

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 Objectives of the study:

 To assess the brand awareness of Halls in Ranchi.

 To explore reasons for low demand of Halls among the consumers.

 To know the company’s initiative in promoting the bottom line product.

 To assess competitor’s marketing strategies.

 To compare demand of Halls vis-a- vis other mouthfreshners.

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RESEARCH METHODOLOGY
Chapter-5

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Research Design:

Descriptive research design has been used for the study in the following manner:

 In the first step objectives were specified with sufficient precision to ensure that
the data collected are relevant.

 The next step involved selecting the methods of data collection. After studying
and analysing several methods with their merits and limitations available and also
their suitability to this research it was decided to go for both primary as well as
secondary data collection methods. Questions were well examined and were made
unambiguous.

 The next step involved decision regarding the sampling method as well as the
sample size.

 Thereafter, the data collected was processed and analysed. This involves several
steps like tabulation of the data, performing statistical computations. The
processing and analysing procedures were planned in detail before actual work
started.

 Finally the findings are reported in an efficient manner.

SOURCES OF DATA:

The data used for the study can broadly be classified into two groups:

 Primary data which has been collected afresh and for the first time from the
middlemen who stock Halls in their outlets in Ranchi.

 Secondary data for the research has been collected through internet and magazines.

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DATA SOURCE

A questionnaire in a printed form was given to the respondents who completed the form and
returned it.
Number of Questions: 22
Type of questions:

Unstructured questions used for the survey were open-ended questions.

Open-ended questions were used where it was necessary to check whether the respondents were
able to appropriately recall reasons for not stocking the product and for obtaining suggestions to
improve the demand of the product.
Structured questions specified the set of response alternatives and the response format. For the
purpose of study the structured questions consisted of dichotomous questions, multiple choices
and a scale. Close-ended question were used.

Scaling technique used in the questionnaire

Comparative Scales:
Interval Scales
The respondents were asked to rate on a scale of 1-4. The most important or responses that were
considered very good were rated 4 and the least important i.e. poor response was rated as 1. The
use of this scale made the evaluation simple and systematic.
Non-Comparative Scales:
Likert scale
Likert scale or summated scale has also been used to study the social attitude and how the
responses differed among the people.
Five points likert scale was used for the study.
1. Partially Disagree
2. Disagree
3. Can’t Say
4. Agree

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5. Partially Agree
Sampling method:

Convenience sampling method was used which involved purposive selection of particular units
of the universe for constituting a sample which represented the universe. Elements were selected
for inclusion in the sample based on the ease of access.

Keeping in mind the above different areas were chosen that allowed easy access. The areas are as
follows:
 Pee Pee Compound
 Kanke Road
 Birsa Chowk
 Kantatoli Chowk
 Ratu Road & Piska More
 Hec
 Club Road
 Main road

This kind of study basically reduced the efforts and helped to concentrate on the specified
cluster.

SAMPLING SIZE:

The study was done in Low end grocery (L.E.G), Wholesale shops and Pan shops.
Demographic of respondents:
Low end grocery (L.E.G) 80
Wholesaler 30
Pan Shop 30
Sample size 140

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 ANALYSIS
&
INTERPRETATION
Chapter -6

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To assess the level of brand awareness of Halls the following questions were
asked, analyzed and interpreted. The views were collected from three
different segments of the market.

Number of outlets which stock Halls

WHOLESALE PANSHOP L.E.G

YES NO YES NO YES NO

(Approx)
Total No Yes
%
Wholesale 30 14 16 53
Pan Shop 30 22 8 27
L.E.G 80 35 45 56

Interpretation: The above figure shows that some outlets do stock Halls but the percentage is
low. Pan shops show a dismal figure with only 27% stocking Halls. So there lies an opportunity
for the company to expand its sales by targeting customers who frequent such hole-in-the-wall-
outlets. So laying emphasis on pan shops can be handful.

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Approximately what percent of customers are aware of Halls being a product of
Cadbury?

100

90

80

70

60

50
Customer
40 Aware

30

20

10

0
0-25 % 26-50 % 51-75 % 76-100 %

% of customers
No. of Respondents
aware
0-25 86
26-50 24
51-75 20
76-100 10

Interpretation: The figure shows that more than 50% of the market is unaware of the fact that
Halls is a product of Cadbury which is mainly due to inconsistent advertisement and lack of
promotional initiatives by the company.

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Acceptance of Halls in market is as:

LEG

Pan Shop

Throat
WHOLESALE Lozenge

0 5 10 15 20 25 30 35 40 45 50

Throat
Mouth fresher Lozenge
WHOLESALE 19 11
Pan Shop 7 23
LEG 43 37

Interpretation: The above figure shows that Halls has not been able to firmly position itself
as a mouth freshner and its old image of a throat lozenge still prevails in the minds of the people.

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To assess competitors’ marketing strategies and to compare demand of halls
vis-a-vis other mouth freshners the following questions were asked.

Do outlets stock other companies’ mouth fresheners as well?

NO; 3.6

YES; 96.4

Wholesale Panshop LEG TOTAL

YES 27 30 78 135

NO 3 0 2 5

Interpretation: Out of 140 outlets almost 96.4% of the outlets stock and sell other company’s
mouth fresheners which shows that there exists a clear cut competition for Halls.

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 Who is/are the strong competitor/s of Halls in the market?

60

50

40

30
Wholesale
Pan Shop
20
L.E.G

10

0
Chloromint Mentos Mintofresh Polo Others

Wholesale Pan Shop L.E.G

Chlormint 18 21 59
Mentos 1 2 4
Mintofresh 6 5 11
Polo 2 1 3
Others 3 2 3

Interpretation: This leads to the conclusion that Chlormint is a market leader in its segment
followed by Mintofresh and has huge demand in all the outlets.

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Competitors have an edge over Halls because of:

50
45
40
35
30 Attractive Packaging

25 Advertisement

20 Product Availibility

15 Others

10
5
0
Wholesale PanShop L.E.G

Attractive Product
Advertisement Others
Packaging Availibility
Wholesal
21 45 10 4
e
PanShop 2 17 5 6
L.E.G 5 14 4 7

Interpretation: This leads to the conclusion that the competitors lay much emphasis on
advertisement to grab the market.

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 What percentage of consumers prefer Halls as compared to other mouth
fresheners?

50

45

40

35

30

25

20

15
Wholesale
10 Panshop
LEG
5

0
0% - 10% 10% - 20% 20% - 50% 50% - above

Interpretation: In these 69 outlets which stock Halls it has been found that most of the
consumers prefer other mouthfreshners like chlormint, mintofresh ,mentos and polo. Only 20 %
of the consumers go for Halls and rest 80 % like other mouthfreshners.

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To know company’s initiative in promoting the product and to suggest ways for
the same the following questions were asked.

Company’s initiative in promoting the bottom line product.

Poor

21%

53%
26%

Wholesale Pan Shop L.E.G

Very
Poor Satisfactory Good Good
Wholesale 17 7 4 2
Pan Shop 21 7 2 0
L.E.G 43 23 10 7

Interpretation: This leads to the conclusion that the company lacks initiative in promoting
the product and hence should concentrate more on it.

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How Cadbury can promote its product:

Wholesale Pan Shop L.E.G

4 2
25 6
12
17 13
7

5 3
13 6 1 5
6
0

r
a
t
lay

d
es

s
t

he
es

op

ell
ar
en

pl

isp

nt

br

Ot
Bo
sh
em

am

Co

Um
rd

or

h
tis

Sig
te
ee

sf
er

un
Fr

er

ow
dv

Co

nn
.A

Gl
Ba
V
T.

Wholesale Pan Shop L.E.G

T.V. Advertisement 11 13 25
Free samples 5 6 12
Counter display 3 5 6
Contest 4 6 17
Banners for shops 6 1 13
Glow Sigh Board 1 0 7
Umbrella 1 5 4
other 2 3 2

Interpretation: This leads to the conclusion that most of the outlet owners feel that
advertisement can change the scenario of Halls.

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Rate the daily sales of Halls as compared to the other products of Cadbury.

40

35

30

25
Below average
20 Average
Good
V.Good
15

10

0
Wholesale Pan shop L.E.G

Below average Average Good V.Good

Wholesal
e 12 4 0 0
Pan shop 6 2 0 0
L.E.G 35 7 3 0

Interpretation: This leads to the conclusion that in most of the outlets the sale of Halls is
dismal when compared with the other products of Cadbury.

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 Frequency for order of Halls.

40

35

30

25
Once a week
Once in two/three weeks
20 Once in a month
Once in two/three months
15

10

0
Wholesale Pan shop L.E.G

Once in Once in
Once a week two/three Once in a month two/three
weeks months
Wholesale 7 11 8 4
PanShop 0 0 2 5
L.E.G 0 5 7 35

Interpretation: This leads to the conclusion that often Halls is ordered monthly which shows
that the demand for the product is very low.

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Rate the packaging of Halls as compared to its competitors.

30

25

20

15

10 V.Good
Good
5 Fair
Poor
0
Wholesale Panshop L.E.G

Interpretation: According to the 69 respondents which stocks Halls the packaging of the
product is good, but still there’s a scope for improvement. The inclusion of its brand name
“Cadbury”in the packaging can bring about better results.

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Reason for sale of Halls in the outlets.

30

25

20

15

10

Wholesale
5 Panshop
LEG

0
Profit Margin Brand Cadbury Distributor's Pressure Customer Demand

Interpretation: The basic reason for selling Halls in the outlets is that it is the brand of
Cadbury and there is also a huge pressure from the distributors.

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SWOT ANALYSIS
Chapter-7

Page | 35
SWOT ANALYSIS OF HALLS:

Strength:

• The key strength of Halls is that it is a product of Cadbury which is well known by
people of all age groups.
• Halls is a superior quality candy with a soothing taste and remains unaffected by any
season.
• Halls in India has come up with four different flavors that are Mint , Orange , Ginger and
Lime which its competitors lack.

Weakness:

• No prominence of “Cadbury” in the packaging of Halls as is found in its other products.

• Unawareness about the product as the market still perceives it as a medicated product
rather than a mouth freshener.
• Inconsistency in advertisement .Cadbury’s initiatives in advertising Halls need to be
consistent as the ratio of advertisement of competitors product and Halls is 20:2.
Chlormint has an innovative and consistent advertisement pattern with brand ambassador
Salman Khan(currently) endorsing it .Halls should also go for such kind of
advertisements like displays, banners, glow sign boards ,internets etc.

Opportunity:

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• Should be available in all areas and its distribution channel should be such so as to make the
availability of Halls in rural areas as well.
• Can target the smokers or smoking zone like pan shops.
• Brand endorsement can be done as in India people are more attracted towards any product if
it is endorsed by actors or cricketers because people consider them as their ideal.

Threat:

• Competitors like Chlormint & Minto fresh have the highest market share in the eastern
zone of India. Minto fresh being an ITC product is usually found in every pan shop.
• Regularly new products are introduced in the market especially the locally made products
which at times prove a big threat for any product.
• Due to lack of Indirect distribution channel, the shopkeepers of the rural areas usually
purchase the substitute product i.e. competitor’s product.

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 FINDINGS
&
CONCLUSION
Chapter-8

Page | 38
8.1 FINDINGS:

• Low consumer demand as compared to other products of Cadbury.

• Lack of brand awareness. Most of the people perceive Halls as a medicated product and
are unaware of the fact that it is a mouth freshener.
• Less promotion of the product by the retailers, wholesalers and pan shops.
• Inconsistency in advertisement.
• Lack of initiative by the company in promoting the product .
• Less emphasis on Pan Shops because of which Halls is not available in all the pan shops.
• Lack of product knowledge imparted from the sales person to the shopkeepers. 
• Market unawareness of Halls being a Cadbury Brand.

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8.2 Conclusion:

A snap opinion survey was done and perception of various outlet owners including low end
grocery(L.E.G ),wholesalers and pan shops regarding variables like price, quality, advertisement,
satisfaction, taste, packaging, brand loyalty, company’s promotional activities etc. of Cadbury
Halls was gathered through a structured questionnaire.
It was observed that most of the people are unaware of the fact that Halls is a
product of Cadbury. Since years people perceived Halls as a medicated product and often used it
only when they had a sore throat or cough and just because of this reason outlets did not prefer to
sell Halls in grocery or pan shops. This perception of Halls as a medicated product still prevails
among people which can be changed through its positioning as a mouthfreshener with the help
of an advertisement.The sale of Halls as compared to the rest of the products of Cadbury is
minimal and dismal. Advertisement plays a major role in promoting a product and its demand,
and Halls lacks in this aspect. Competitors are far ahead in advertisement for example,
Chlormint,Polo etc. with consistent advertisements and strong brand endorsements have well
promoted their products.
It can be thus concluded from the facts that there lies a huge opportunity for growth
in sales of Halls in Ranchi.

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RECOMMENDATIONS
&
LIMITATIONS
Chapter-9

Page | 41
9.1 RECOMMENDATIONS:

 Distribution of free samples in the schools and colleges.

 Enhancing visibility of the product Halls to the consumers.
 Prominence of ‘Cadbury’ in the packaging of Halls as is found in the other Cadbury
products.
 Attractive offers can be given to the shopkeepers i.e. prize money, trips.
 Consistency in advertisement can improve its sales.
 Aid of Sponsorships and spokesperson can be taken to endorse the product.
 Long term communication strategy.
 Road shows especially near pan shops.
 Company can go for all types of advertisement via internet. The most visited sites can
have a pop up of halls.
 Shopkeepers should be motivated to promote this product.
 Should go for some contest among the middlemen.
 Concentrate on indirect distribution channel and make the product easily reachable to all
areas so that small pan shops can also sell it.

Page | 42
9.2 LIMITATIONS:

1. The survey was conducted in a predetermined geographical region.

2. The survey was conducted only specifically for three different types of outlets i.e. Low End
Grocery (L.E.G); Pan Shops and Wholesalers.
3. Due to the time constraint the sample size was limited only to 140 out of which 80 responses
were for Low End Groceries;30 for Pan Shops & 30 for Wholesalers.Hence the sample size
was not enough to generalize the findings of the study so there is still a scope for further
study.
4. The analysis is based entirely on the responses to the questionnaire. It is also assumed that
the questionnaire is understood by all the respondents.
5. There is a scope of bias due to the presence of few subjective questions.

Page | 43
BIBLIOGRAPHY

Page | 44
BIBLIOGRAPHY:

 BOOKS:

 Gupta and Gupta;2003.Business Statistics.7th edition. Sultan Chand & Sons

Publication.New Delhi.

 WEBSITES:

 http://www.cadburyindia.com/brands/conf1.asp
 http://www.cadbury.com/cadtoday/company.asp
 http://www.cadburyindia.com/home/index.asp
 http://www.cadburyindia.com/brands/choco1.asp
 http://www.iimahd.ernet.in/publications/data/2002-07-02SonalKureshi-PreetaVyas.pdf

Page | 45
ANNEXURES

Page | 46
 Questionnaire

Details of respondents:

Name of the Outlet: ________________________________

Outlet Specification:-
LEG: Pan Shop: Wholesaler:
Owner name: ________________________ Age: ________ Contact no.:_______________

1. Do you stock Cadbury product?

Yes No
2. Which products of Cadbury do you stock?
Perk Dairy milk Halls Byte Others (please specify) ……………………..
3. Do you stock Halls? (YES/NO) If NOT then state the reason? (Comment)
_________________________________________________________________________
_________________________________________________________________________
4. If you stock Halls then how often do you order Halls?
Once a week: Once in two/two weeks Once in a month Once a two/three month:
5. According to you, approximately what percent of customers are aware of Halls being a
product of Cadbury?
0-25 26-50 51-75 76-100
6. Halls in the market is accepted as?
Mouth freshener Throat Lozenge
7. Rate the daily sale of Halls as compared to other products of Cadbury.
Below Average Average Good Very Good
8. Rate the packaging of Halls as compared to its competitors’ products.
Very Good Good Fair Poor
9. Do you stock mouth fresheners of other companies?
Yes No

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10. Roughly what percentage of consumers prefer Halls as compared to other mouth fresheners?
0 - 10% 10%-20% 20%-50% 50%-Above

11. Who is/are the strong competitor/s of Halls in the market?

Chlormint Mentos Mintofresh Vicks Any other ……...…
12. The competitors have an edge over Halls because of?
Attractive Packaging Advertisement Product availability
Any other ………………………….
13. What makes you sell Halls?
Profit margin Brand Cadbury Pressure from distributor Customer Demand
Any other ……………….………….
14. How do you rate Cadbury’s initiatives in advertising Halls?
Poor Satisfactory Good Very good
15 Should Cadbury come up with more promotional schemes?
Yes No
16. If yes, then how according to you should Cadbury promote its product?
T.V. Advertisement Distribution of free samples Counter Display Contest
Banners for the shop Glow sign board Giving Umbrella
Any other …………….….
17. Suggestions to enhance the sale of Halls
Comments__________________________________________________________________
___________________________________________________________________________

THANK YOU!

Page | 48
 ANNEXURE 2:
List of Respondents

Page | 49
 OUTLET CONTACT
NAME OF THE OUTLET SPECIFICATION OWNER’S NAME AGE NUMBER
Maninder Stores LEG Trilochan Singh 52 9905770575
Swati Stores LEG Santosh Kumar 30 9835196504
Madhushila Stores LEG Chandra Kumar 30 9431325446
M/S Pankaj Stores LEG Pankaj Arya 35 9334712670
Ankit Stores LEG Rajkishore Prasad 56 ----
Atul Stores LEG Avdesh Kumar Singh 48 65132434345
Roshni Stores LEG Raj Kumar 42
Saraswati Store LEG Bhuneshwar Prasad 59 651461649
Ladies Corner LEG Kamal Kumar 25 9334424936
Food INN LEG Jodh Singh 50 6513242505
Wimtics LEG Rajender Singh 48 6512462496
Annapurna Stores LEG Amit Kumar 20 9905159088
Crazy Collections LEG M. Daga 27 9386438427
Sonu Bhandar LEG Sujit Kumar 38 9430377915
Shiv General Store LEG Shiv Shakti Prasad 31 9334966446
Annapurna Bhandar LEG P K Bajaj 32
Prakash Bhandar LEG Ghanshyam 32 9431351179
Sahu General Store LEG Raj Kumar 27 9905978799
Vikash Bhandar LEG Vinod Kumar 48 9431596093
Navneet Store LEG Navneet Kumar 28 9835366959
Niraj Store LEG Niraj Kumar 23 9934145900
S N Enterprise LEG Mahinder Singh 43 9835915019
New FOOD Point LEG Surjit Singh 41 9835342212
Happy General Store LEG Inderjeet Singh 45 6512462658
Gupta General Store LEG M P Gupta 62 9934078863
Raghuvanshi Store LEG Mahendra Thakkar 59 9934145277
Suvidha General Store LEG Navneet Sharan 50 9835308885
Super Shoppe General LEG Mahender Singh 45 9334949897
Novelty Store LEG Gurmeet Store 35 9835150112
Mandeep Store LEG Damandeep Singh 23 9709242526
New Manjeet Store LEG Gagandeep Singh 23 9973512030
Shree Bandhar LEG Vinod Kumar 35 9470142301
Anytime LEG Bharat Kumar 20 9334722268
Prem Stationaries LEG Prem Kumar 34 9431177563

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Mittal Bhandar LEG Anil Agarwal 23 9304486327

Prasad Store LEG Pramod Prasad 41 9835141201

Suvidha Shoppee LEG Kamal Agarwal 53 6516451622
Radha Store LEG Amit Modi 30 6512230621
M/S OM Bhandar LEG Raj Kumar 48 9709594218
Pummi Enterprise LEG Chandrika Pandey 28 9304640249
Kanke Milk Parlour LEG Arjun Prasad Yadav 40
Taj Store LEG Nadeem 31 9934072690
Rakhi Store LEG Prem Kumar 46 9835341465
Anil Store LEG Anil Kumar 45
Anytime Store LEG Haneef 26 9304561282
Sajan Store LEG Hasnail Haider 18 9835577041
Uttam Sweet and Namkeen LEG Ravi Bajoria 35 652283421
Shyama Bhandar LEG Avinash Chaudhary 40 9234864767
Mittal Flour Mill LEG Rajesh 35
Goyal Store LEG Mahesh 40 6512531944
Manikchand Store LEG Shri Manikchand 50 6513203197
Jagriti General Store LEG Sanjay Kumar Gupta 44 6512252058
Dasrath General Store LEG Dasrath Prasad 35 9835543302
Food Corner LEG Rajesh 40 9939575211
Pappu Store LEG Pappu 35
Pick Power LEG Usha Lakra 43
RadheShyam Bhandar LEG Pradeep Agarwal 40 6512462516
Goyal Traders LEG Kishan Babu 45 9835164400
Bachi AND Khushi Store LEG A K Sinha 390 6512532677
Amla Bhandar LEG Umesh 28
M H Store LEG I Majid 25 9304544113
Aflatoon LEG A. P. J. Abdul Kalam Azad 45 9934117327
Komal Store LEG Shankar Kumar 32 9308555927
Western Byte LEG Navin Toppo 30 93341290173
Vimal Bhandar LEG B P Agarwal 55 9431592094
Kamla Store LEG M Kumar 50 9708627066
Ajit Bhandar LEG Navneet Singh 26 9934072412
R K Store LEG Rakesh Kumar 20 9934073083
Khushboo Message Point LEG Munna Singh 29 0651-3206590
Santosh Store LEG Santosh Kumar 34 9431190034
Ashok Variety LEG Ajay Das Burwa 40 9431358764
Sonu Variety LEG Sonu 30 9709161274
Aditya Store LEG Kishore Munjal 45 9708549188
Raj Telecom LEG Gyan Prakash 45 9708628346
Manoj Store LEG Manoj 35 6512252657
Vinayak Store LEG Abhishek 20 6513249262

Page | 51
Maa Bhavani Store LEG B P Gupta 66 6512282545
Maa Bhavani Trader LEG Rajesh Kumar Gupta 48 6512282545
Master Xerox LEG Tajinder Singh 50 6512331405
Vinay Bhandar LEG Ravinder Kumar 32
Poddar Store Pan Shop Santosh Kumar 50 6512461885
Naresh Pan Shop Pan Shop Naresh 48 9709239531
Sonu Beetle Shop Pan Shop D G Sahu 43 9279061544
Mubarak Shop Pan Shop Mubarak 40 9234859983
Classic Beetle Shop Pan Shop Wasim Ansari 30 9708571418
Chandrika Beetle Shop Pan Shop Vimal 35 9308005912
Shankar Beetle Shop Pan Shop Shankar Kumar 35 9835140342
Chaurasia Beetle Shop Pan Shop Prakash Chaurasia 29 9431169930
Raj Kumar Beetle Shop Pan Shop Shree Raj Kumar 40 9798359920
Chhedi Beetle Shop Pan Shop Avdesh Prasad 35 9852422633
Ajit Pan Shop Pan Shop Ajit 45 6512251072
Chaurasia Pan Shop , Sector-3 Pan Shop K P Chaurasia 55
Pandit Beetle Shop Pan Shop Uday 25 9835713546
Om Beetle Shop Pan Shop Pramod 22 9234785647
Jai Maa Bhavani Pan Shop Ajeet Kumar 32 6512461151
Upender Beetle Shop Pan Shop Manoj Kumar 25 9835541392
Rai Beetle Shop Pan Shop Indul Rai 48 651320765
Deep Shop Pan Shop Deep Kumar 28 9334733353
Guljar Beetle Shop Pan Shop Guljar 30 9334723525
Balaji Pan Shop Pan Shop Sunny 20 9835723765
Om Store Wholesaler V Agarwal 48 6512215478
Bhavani Traders Wholesaler Ajay Chaudhari 36 9835162277
Manoj Store Wholesaler Ajay 42 65122155484
Bhavani Tea & Co. Wholesaler Pankaj Modi 28 9334437317
Happy Traders Wholesaler Sanjay 42 9934143900
Mahavir Sales Wholesaler J P Jain 33 9204335721
Suraj Traders Wholesaler Babu 34 9308174159
Ganga Sahu Wholesaler Vinod Kumar 28
Budget Store Wholesaler Lal Dhananjai 50 9334473391
S K Singhania Wholesaler Vinay Kumar 25 6512460991
Mahavir Bhandar Wholesaler Pankaj Kumar 37 9431360858
Mukesh Bhandar Wholesaler I S Gupta 55 9835719255
Sethi Food Wholesaler Ajay Jain 37 9304041633
Sona Sales Wholesaler Ram Parvesh Prasad 53 9430344910
Navin Store Wholesaler Navin 30 9304805661
Shri Radha Sidhi Bhandar Wholesaler Jiten Kumar 36 9470359526
Radha Trading Wholesaler Satish Agarwal 30 9431371168
J N Sharma Wholesaler Suman Sharma 43 9334223001
R K Agencies Wholesaler Ritesh 25 9304175818

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P & J Traders Wholesaler Pankaj 31 \
Madan Zarda Wholesaler Madan jee 42
Manoj Store Wholesaler Manoj 35
Mahavir sales Wholesaler Mahavir jee 32
J.N.Sharma Wholesaler Sharma 37
Gopal Grocery Wholesaler Gopal 27

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