Minor Project Report

“ANALYSIS OF MARKETING STRATEGY OF

CADBURY LIMITED”
Submitted in Partial fulfilment of the Requirement
for the award of the Degree of BBA

Submitted To: Submitted by:

Mrs. Manisha Grover Ayush Garg
Assistant Professor Class: BBA
Enrolment No.70418001723

BATCH 2023-2026
28/1, Knowledge Park -111, Greater Noida -201306
(U.P)
 ACKNOWLEDGEMENT

The present work is an effort to throw some light on “A

report on HTML along with some practicals”. The work
would not have been possible to come to the present shape
without the able guidance, supervision and help to me by
number of people.
I convey my heartfelt affection to all those people who helped and
supported me during the course for completion of my Report. And
special thanks to Our Head of Department CA DR. Anupama
Sharma Ma’am and Our Mentor Mr. Amit Sarkar.

AYUSH GARG
 CERTIFICATE

This is to certify that Mr. AYUSH GARG BBA (Batch 2023-26) a student
of Delhi Technical Campus, Greater Noida, has undertaken the project
on “A report on HTML along with some practicals” To the best of my
knowledge has been carried out by the student in partial fulfilment of
the requirements for the award of BBA, under my guidance and
supervision.

I am satisfied with the work of Mr. /Ms. …………………………..

Date:

Faculty Mentor’s Name: …………

Designation (Signature)
 STUDENT DECLARATION

I hereby declare that this Project Report is my own work and that, to
the best of my knowledge and belief, it reproduces no material
previously published or written that has been accepted for the award
of any other degree, except where due acknowledgement has been
made in the text.

Student name – AYUSH GARG

Roll no. – 70418001723

TABLE OF CONTENT
 Executive Summary

Cadbury Limited, established in 1824, is renowned for its effective

marketing strategies that have kept it at the forefront of the
confectionery industry. The company’s success lies in its strong brand
positioning that connects with consumers on an emotional level,
celebrating joy and comfort. Cadbury offers a wide range of products
that appeal to various consumer segments, effectively using targeted
advertising across TV, digital media, and more to reinforce its image as
a provider of delightful treats. Their memorable ads, like the "Gorilla"
and "Wouldn't It Be Nice" campaigns, have helped strengthen
consumer recall and affection towards the brand.

Cadbury's global strategy smartly adapts its products to match local

tastes while maintaining universal themes that resonate globally. They
also focus on corporate social responsibility, with initiatives like the
Cocoa Life program, enhancing their brand image and ensuring
sustainable business practices. Despite challenges like market
saturation and increased health consciousness among consumers,
Cadbury continues to find growth opportunities through innovation,
expansion into new markets, and embracing digital marketing to
engage younger audiences. Cadbury's ongoing success is a testament to
its ability to evolve with consumer preferences while staying true to its
core values of joy and quality.
 Chapter1: Introduction

1824–1900: Early history

John Cadbury started selling tea, coffee, and chocolate in Birmingham,
England, in 1824 and began producing cocoa in 1831. The company,
named Cadbury Brothers after John partnered with his brother
Benjamin in 1847, received a Royal Warrant in 1854 but struggled until
John's sons, Richard and George, took over in 1861. They refocused on
chocolate, improving the quality and production processes, including
the introduction of an innovative cocoa press in 1866.

By the 1870s, Cadbury began exporting and by the 1880s started

producing chocolate confectioneries. In 1878, the Cadbury brothers
moved operations to a new site in Bournville, creating a model village
for workers by 1900. This development featured homes without pubs
due to the Cadbury family's Quaker beliefs. In 1897, Cadbury
introduced milk chocolate bars, and in 1899, the company became a
private limited company.

Cadbury was established in 1824 by John Cadbury (far left). Two

advertisements for Cadbury's cocoa in British media: (middle)
 piece published in The Graphic, 1885; (right): 1900 illustration
by Cecil Aldin for The Illustrated London News.

1900–1969
In 1905, Cadbury introduced its Dairy Milk bar, the first mass-produced
milk chocolate in Britain. It quickly became a bestseller with its
distinctive purple wrapper. By 1914, it was Cadbury's top-selling
product. The stronger Bournville Cocoa line followed in 1906,
supporting the company's expansion.

During World War I, Cadbury supported the war effort by providing

essentials to soldiers. After the war, Cadbury merged with J. S. Fry &
Sons in 1919, integrating popular brands like Fry's Chocolate Cream.

In the inter-war period, Cadbury continued its innovation with products

like Fruit and Nut (1928) and Whole Nut (1933), solidifying its position
as a UK leader in chocolate. By 1930, Cadbury was a major British
manufacturer, with Dairy Milk dominating the milk chocolate market.

World War II saw Cadbury's Bournville factory repurposed for war

production, reflecting chocolate's importance as a wartime ration. Post-
war, Cadbury invested in new factories and expanded internationally,
acquiring Australian confectioner MacRobertson's in 1967, boosting its
presence in the Australian market.

Schweppes merger and demerger (1969–2007)

In 1969, Cadbury merged with Schweppes to form Cadbury Schweppes,
changing its management philosophy to a more capitalist approach.
Throughout the 1970s, Cadbury launched several new chocolate bars,
but faced challenges like declining market share due to competitors like
Rowntree Yorkie. To counter this, they reduced product lines and
invested in technology.

In the 1980s, Cadbury expanded globally, acquiring Peter Paul in the US

and making strategic moves in the soft drinks market, including
alliances with Coca-Cola and acquisitions like Canada Dry.

By 2003, the company rebranded to Cadbury. In 2007, it announced

plans to split its business, focusing separately on chocolate and
confectionery, and its US drinks business. The demerger occurred in
2008.

Cadbury sold its Australian beverage unit in 2008 and made acquisitions
like DANDY chewing gum in 2002.

2007–2010
In October 2007, Cadbury announced the closure of the Somerdale
Factory in Keynsham, impacting 500 to 700 jobs. Production moved to
other plants in England and Poland.

In 2008, Monk hill Confectionery, a division of Cadbury Trebor Bassett,

was sold to Tangerine Confectionery for £58 million. This sale included
factories and a distribution center, affecting around 800 employees.
In mid-2009, Cadbury replaced some cocoa butter with palm oil in their
non-UK chocolate products, citing consumer demand for improved
taste and texture. However, this sparked backlash from
environmentalists and chocolate lovers. Cadbury later reverted to
using cocoa butter in New Zealand and committed to sourcing cocoa
beans through Fair Trade channels. Prospective buyer Kraft pledged to
honor Cadbury's commitment in January 2010.

Acquisition by Kraft Foods

In September 2009, Kraft made a bid to buy Cadbury, but it was initially
rejected. However, by January 2010, they reached a deal valued at
£11.5bn. Despite interest from Hershey, Kraft secured over 71% of
Cadbury's shares and finalized the acquisition in February 2010.

The takeover faced criticism, especially for potential job losses. Kraft
later announced the closure of Cadbury's Somerdale Factory in
Keynsham, affecting 400 jobs. In June 2010, the Polish division of
Cadbury was sold to Lotte of Korea, following a condition set by the
European Commission as part of the Kraft takeover.

In 2012, Kraft split into two companies, with the confectionery business
becoming Mondelēz International, under which Cadbury operates as a
subsidiary.
 2024: 200th anniversary
Mondelez International, the parent company of Cadbury, has big plans
to celebrate Cadbury's 200th anniversary in 2024. They'll have
promotions, celebrations, and announcements all year long. Plus,
they're releasing seven retro packaging designs for Cadbury Dairy Milk
bars to mark the occasion.

Milestones of Cadbury Company:

1. 1824: John Cadbury opens his first grocery shop in Birmingham,

England. Initially selling cocoa beverages, this lays the foundation
for the future chocolate empire.
2. 1861: John's sons, Richard and George, take over the struggling
family business. They invest in innovative machinery to improve
chocolate quality, setting them apart from competitors.

3. 1879: The Cadbury brothers establish their famous

Bournville factory, known as "the factory in a garden" for its
focus on
 workers well-being and community development.

4. 1900: Dairy Milk, Cadbury's most iconic chocolate bar, is

launched. This creamy milk chocolate becomes a global
favorite.
5. Early 20th Century: Cadbury expands its product line with
iconic treats like Flake (1920), Creme Egg (1923), Fruit and Nut
(1928), and Crunchie (1929).

6. 1930s: Cadbury becomes a major British manufacturer,

acquiring Fry's company in 1935 and introducing Dairy Milk
Whole Nut (1933) and tins of Roses chocolates (1938).
7. 1971: The Cadbury Creme Egg is launched, becoming a beloved
Easter season treat known for its unique gooey center and
playful "How do you eat yours?" campaigns.

8. 1983: Wispa, a popular aerated chocolate bar, is launched.

Though discontinued in 2003, a public outcry led to its
successful return in 2008.

9. 1990: Cadbury World opens its doors, offering fans a chance to

experience the magic of chocolate making and learn about the
 Cadbury story.

10. 2007: The iconic Cadbury Gorilla advert featuring a

drumming gorilla airs, becoming a viral sensation and propelling
Phil Collins' music back into the spotlight.

11. 2010s: Cadbury is acquired by American food giant Kraft Foods,

forming the world's largest confectionery company, now known as
 Mondelez International. (This event can be included depending on
the scope of your project).

Marketing Strategy used by Cadbury on some of its

famous products:
1. Dairy Milk

Cadbury's marketing strategy for Dairy Milk has been a cornerstone of

its success, combining emotional appeal with widespread accessibility
to position it as a leading chocolate brand globally. Central to Dairy
Milk's strategy is the portrayal of the chocolate as a symbol of joy and
indulgence, accessible to everyone, a theme emphasized across their
colorful and heartwarming advertisements. Key campaigns, such as the
iconic "Glass and a Half" concept, highlight the product's quality and
generosity, reinforcing the brand's promise of providing more than just
a chocolate bar.

Cadbury has also leveraged a variety of media channels to ensure Dairy

Milk remains top-of-mind for consumers. From traditional TV
commercials and print ads to digital platforms and social media
engagement, the marketing strategy spans a broad spectrum of
channels, allowing Cadbury to reach diverse audiences effectively.
Additionally, seasonal marketing during holidays and special occasions
helps boost visibility and sales, while collaborations and limited-edition
flavors keep the product line fresh and exciting for consumers.

The consistent theme of shared happiness and family-friendly values in

Dairy Milk's marketing has not only enhanced brand loyalty but also
aligned Cadbury with moments of celebration and comfort in the lives
of consumers, making Dairy Milk synonymous with chocolate for many
around the world.

2. Cadbury Silk
Cadbury Silk, one of the premium offerings from Cadbury, has been
marketed with a distinct strategy focusing on indulgence and luxury.
The marketing strategy for Cadbury Silk revolves around creating an
image of a smoother, richer, and creamier chocolate experience, aimed
at appealing to a demographic seeking premium products.
Product Positioning- Cadbury Silk is positioned as a premium, indulgent
chocolate that offers a unique taste experience. It is marketed as a
treat or a luxurious escape from the ordinary, making it a popular
choice for gifting or personal indulgence.

Target Audience- The primary target audience for Cadbury Silk includes
young adults and middle-aged consumers who appreciate finer
chocolates and are willing to pay a bit more for a premium experience.
The brand often appeals to both self-purchasers and those looking to
gift chocolates on special occasions.

Advertising Campaigns- Cadbury Silk's marketing campaigns have

heavily utilized visual and sensory appeal. Advertisements typically
showcase the chocolate's smooth texture and how it melts,
emphasizing its creaminess and rich flavor. Campaigns such as "Feel the
Taste" focus on the sensory experience of eating Silk, aiming to evoke
feelings of pleasure and satisfaction.

Digital Marketing- Understanding the importance of digital presence,

Cadbury Silk has leveraged social media platforms extensively to
engage with consumers. The brand uses platforms like Instagram and
Facebook for interactive campaigns, contests, and new product
launches, which helps maintain excitement and engagement around
the brand.
Innovative Variants- Over the years, Cadbury Silk has introduced
several variants to keep the product line fresh and interesting. These
include Silk Oreo, Silk Hazelnut, and Silk Mousse, among others,
catering to diverse taste preferences and enhancing the brand's
premium image.

Overall, Cadbury Silk’s marketing strategy successfully capitalizes on the

brand's premium quality and luxurious appeal, consistently reinforcing
its position as a top choice for chocolate lovers seeking indulgence.
 Some Products to be introduced by Cadbury in Future

Cadbury is planning to release a new version of its iconic Cadbury

Dairy Milk chocolate bar that will be vegan. The company has not
confirmed a launch date for the plant-based chocolate, but it has been
testing the concept for a while. The original Cadbury Dairy Milk
chocolate bar had a glass and a half of milk. The company's current
version of the bar states that it has "426 ml of fresh liquid milk in every
227 g of milk chocolate." Milk is one of the main ingredients, so finding
the right dairy-free alternative that will continue to appeal to
consumers is
crucial. It is important to note that Mondelēz International will not stop

selling the Dairy Milk chocolate bar.

 A study that looked at global search volumes online found that
Cadbury Dairy Milk was the most popular chocolate bar in the world.
The same study showed it was the favorite chocolate bar in 78
countries and had 466,680 Google searches per year. Nevertheless,
Mondelēz International is willing to alter the recipe to give shoppers
another vegan option.

"We are very aware of the rise in consumer interest towards vegan
products. We have a brilliant R&D team who are focused entirely on
new products and innovation to enable us to offer more great-tasting
choices to consumers. We only launch products when we have
achieved the best taste and texture that consumers expect from
Cadbury, and there are lots of exciting developments in the pipeline," a
U.K spokesperson told to CBS.
 Chapter 2: Company`s Profile

Vision of Cadbury Dairy Milk

“Working together to create brands people love” A vision statement
reveals the ideal image of the organization in the future. Vision is an
important point in corporate strategic plan and is bound to be on time.
It communicates both the value and purpose of organization. Vision is
intended to give directions to employees about how they should
behave and inspires them to give their best. A vision when shared with
customers can help shape a customer’s understanding of why they
should work with the organization.

Mission
Cadbury Dairy Milk mission statement “Says simply, ‘Cadbury means
quality’; this is our promise. Our reputation is to build upon quality; our
commitment to continuous improvement will ensure that our promise”
Mission statement defines an organization primary objective and its key
purpose. Its prime function is internal – to define the key measure or
measures of the organization’s success – and its prime listeners are the
leadership team and stockholders. Mission statements are the starting
points of an organization’s strategic planning and goal setting process.
They try to assure and focus the attention on both the external and
internal stakeholders to understand and know what organization is
trying to accomplish.
 Strategy
Cadbury's manufacturing strategy is built on efficiency, quality control,
and innovation. They invest in state-of-the-art manufacturing facilities
to ensure their chocolates are produced consistently and at scale.
Quality control measures are implemented at every stage of the
production process to maintain the highest standards. Additionally,
Cadbury embraces innovation in manufacturing technologies to
improve efficiency and reduce environmental impact. By optimizing
their manufacturing processes, Cadbury can meet consumer demand
while delivering delicious chocolates with precision and care.

Manufacturing
Cadbury's manufacturing process begins with sourcing quality
ingredients like cocoa beans, milk, and sugar. These ingredients are
mixed, heated, and stirred until smooth. The mixture is then poured
into molds, cooled, and hardened. Afterward, the chocolate is removed
from the molds, wrapped in packaging, and sent to stores. This
meticulous process ensures the consistent quality and taste of Cadbury
chocolates.

Technology
Cadbury uses sophisticated technologies like conching and tempering
to create their delicious chocolates. Conching involves grinding and
mixing ingredients to achieve a smooth texture, while tempering
ensures the chocolate maintains its shiny appearance and satisfying
snap. Additionally, enrobing machines coat various ingredients evenly
with chocolate. These technologies ensure Cadbury chocolates are not
only tasty but also visually appealing, delighting chocolate lovers
worldwide.

Distribution
Cadbury's distribution works like this: instead of selling directly to
individuals, they use middlemen called distributors. These distributors
buy chocolates in bulk from Cadbury and then sell them to smaller
stores like grocery shops and convenience stores. These smaller stores
are where most people buy Cadbury chocolates. So, Cadbury's
chocolates reach customers through this network of distributors and
smaller stores, ensuring they can be found in many places worldwide.

SWOT ANALYSIS OF CADBURY LIMITED

SWOT: A SWOT analysis allows managers to focus clearly on the

meaningful strengths (S) and weaknesses (W) in the firm’s internal
environment and opportunities (O) and threats coming from outside
the firm, the external environment. A SWOT analysis enables a firm to
develop strategies that make use of what the firm does best in seizing
opportunities for growth while at the same time avoiding external
threats that might hurt the firm’s sales and profits. So below I have
done I SWOT analysis of Cadbury (Solomon, Marshall, Stuart, Barnes,
Mitchell Marketing Real people, Real decisions, First European Edition
Page 66).
 Strengths:

●Cadbury is world’s top most chocolate provider which has

international reputation.

●Cadbury is well known and easily identifiable brand among.

●Cadbury is well known force in marketing and distribution strategies

that is one of the reasons for it being the world leaders of chocolate
industry.

●Users are assured about the qualities of the brand.

●The strength of Cadbury lies in Dairy milk which is the most

sold chocolate in India.

●Cadbury has adjusted itself to all the custom around the

world according to the market.

●Cadbury is a leader in innovation and has established brand

name, and has strong competence in manufacturing.

●Cadbury has a advantage as it has understanding of consumer in

the segment of chocolate, candy and chewing gum.

●With 9.9% of global market share Cadbury is the

largest confectionery in the world.

Weaknesses:

●The competitors of Cadbury e.g. Nestle have a very diverse product

portfolio, where as it only depends on the confectionery and beverage
market, where as its competitors can use profits from other areas of
the business.
●Cadbury doesn’t have great international experience like its other
competitors; it has traditionally been strong in United Kingdom
Europe only. New to America, it possibly lacks the understanding of
the new emerging markets compared to competitors.

Opportunities:

●The opportunities lie in new markets, i.e. developing countries and

emerging markets like China, Russia, India and other Asian countries
where populations are growing, the wealth of consumer is
increasing and there is a high demand for confectionery products.

●The market of confectionery highly characterized by a degree of

acquisition and merger activity in recent past. There are opportunities
to increase the share through specific acquisitions.

●The main key for survival in the Fast-Moving Consumer Goods

(FMCG) market is increasing efficiency and cost reduction. Cadbury’s
Fuel in growth and cost efficiency of programs.

Threats:

●Worldwide there has been an increase in demand for cost

environment, particularly for energy, packaging, sugar and
transport. Global supply chain in low cost locations.

●There is competitive pressure from other brands in the market,

nationally and globally. Over aggressive promotion and price activity
by its competitors – there is a possible price war in all developed
markets.
●Social concerns, rise in obesity and consumer’s obsession with
calorie count. Nutritional and healthier lifestyles is very much affecting
demand for core products of Cadbury.

CHAPTER 3
RESEARCH OBJECTIVE AND METHODOLOGY

RESEARCH OBJECTIVE:

1. Understanding Consumer Preferences: Cadbury excels by closely

monitoring evolving tastes and trends, which enables them to
innovate and tailor their chocolates and sweets to meet diverse
global and local market demands.

2. Evaluating Product Performance: Evaluating product

performance at Cadbury involves analyzing sales data, market
share, and customer feedback to assess how well its products
are meeting consumer needs and driving business growth.

3. Innovating New Products: Cadbury continuously innovates its

product line by creating new flavors, formats, and seasonal
offerings to meet diverse consumer tastes and preferences.
 4. Brand Perception: Cadbury is perceived as a comforting and
trustworthy brand that delivers high-quality, delightful chocolates
loved across generations.

RESEARCH METHODOLOGY:

1. Consumer Surveys: Cadbury uses consumer surveys to gather

feedback on its products, enabling the company to
understand customer preferences and areas for improvement.

2. Focus Groups: Focus groups on Cadbury gather diverse

consumer feedback to refine marketing strategies and product
offerings based on detailed discussions about the brand's
chocolates and advertisements.

3. Taste Tests: Taste tests on Cadbury products often highlight the

brand's signature rich and creamy chocolate flavor that is
beloved by consumers worldwide.

4. Market Analysis: Cadbury's market analysis shows a strong

global presence and adaptability to consumer tastes.
 CHAPTER-5
DATA ANALYSIS AND INTERPRETATION
The below mentioned data is taken by survey conducted with 85 people.

1. Do you eat chocolates?

Sometimes
2. Which brand of chocolates
12% do you use?
No
26%

Yes
62%
 1%

10%
9%

cadbury
nestle amul others

80%

3. Where do you buy chocolates from?

4. Are you aware of any campaign of the above brands?

others
11% super stores
12%

movie halls
24%
retail stores
36%

restaurants
17%
 yes 23%

no 77%

5. Which Cadbury’s product do you usually prefer or use?

perk 10%
6. Do you think Cadbury’s chocolate is easily available in the market?

fruit & nut 18%

dairy milk 52%

5 star
20%
 no 4%

yes 96%

7. Do you think standard prices of Cadbury are fair?

may be 6%
8. Do you believe that chocolate is a necessity or luxury?

no 23%

yes 71%
necessity 37%

luxury 63%

9. Which Cadbury slogan/tagline comes to your mind first?

kya swaad hai khane walo ko

zindagi mein
khane ka
8%
bahana chahiye 9%
shubh aarambh
20%

kuch meetha ho
jaye 63%
10.What according to you is the best feature of any Cadbury
advertisement?
visuals of
chocolates 1%

celebrity
appearance 43% jingle and storyline
37%

emotional appeal
19%

11. What Cadbury advertisements are most appealing?

radio
18% television
27%

hoardings print
36% 19%
 CHAPTER-6

FINDINGS AND CONCLUSIONS

SOME OF THE FINDINGS DONE BETWEEN CADBURY AND NESTLE PRODUCTS

Cadburys brands Positioning Nestle’s brands Positioning

Cadbury Dairy Milk “The Real Taste Classic Positioned as an

of Life” Milk affordable
Chocolat enriched milk
e chocolate

Fruit n Nut
Position as adults
Creamy bar
as an impulse any
Roast time purchase – Bar One Positioned as
self expression Trendy, Cool,
Almond
values attached any time
Crackle snack.

Bournvita

5 Star / Perk/Break Perk – Positioned KitKat Positioned

as Snacking as a
consumption snacking
“Thodi si Pet consumption
Pooja” “Have a Break,
Have a Kit Kat”
Eat 5 Star
do
nothing.
 CONCLUSION

This company project has demonstrated “AN ANALYSIS OF MARKETING

STRATEGY OF CADBURY LIMITED” that has proved to be extensive
through, and of great benefit to the company in furthering its
competitive advantage. It also helps the company for building its future
planning and targeting the customers for more satisfaction through its
innovative product.

In this project it possible to see the success of Cadbury’s in it indorse its

strong potential to continue to do well and also gives the ways to
maintain its market potential.
 CHAPTER-7 SUGGESTIONS

AND RECOMMENDATIONS

SUGGESTIONS

In the branded impulse market, the share of chocolate in 6.6% and Cadbury’s share in the impulse
segment is 4.8% factor like changing attitude, higher disposable income, a large youth population, and
low penetration of chocolate (22% of urban population) point towards a big opportunity of increasing
the share of chocolate in the branded impulse among the costly alternative in the branded impulse
market.

It appears that company is likely to play the value game to expand the market encouraged by the recent
success of its low priced ‘value for many packs’.

Various measures are undertaken in all areas of operation to create value for the future.

New channel of marketing such as gifting and child connectivity and low end value for money product
for expanding the consumer base have been identified.

In terms of manufacturing management focus is on optimizing manufacturing efficiencies and creating a

world class manufacturing location for CDM and Éclairs. The company is today the second best
manufacturing location of Cadbury’s Schweppes in the world.

Efficient sourcing of key raw material i.e. coca through forward purchase of imports, higher local
consumption by entering long term contract with farmer and undertaking efforts in expanding local coca
area developing. The initiatives in the terms of development a long term domestic coca a sourcing base
would field maximum gains when commodity prices start moving up.
 Use of it to improve logistic and distribution competitiveness

 `Utilizing mass media to create and maintain brands.

 Expand the consumer base. The company has added 8 million new consumer in the current year

and how has consumer base of 60 million although the growth in absolute numbers is lower
than targeted, the company has been able to increase the width of its consumer base through
launch of low priced products.

 Improving distribution quality by addressing issues of product stability by installation of visi

coolers at several outlets. This would be really effective in maintaining consumption in summer,
when sales usually dip due to the fact that the heat effects product quality and thereby
consumption.

 The above are some steps being taken internally to improve future operation and profitability.

At the same time the management is also aware of external changes taking place in the
competitive environment and is taking steps to remain competitive in the future environment of
free imports, lower

 barrier to trade and the advent of all global players in to the country. The management is not

unduly concerned about the huge deluge of imported chocolate brands in the market place.

 It is of the view that size of this imported premium market is look small to threaten its own

volumes or sales in fact, the company looks at the tree important as an opportunity, where it
could optimally use the global Cadbury Schweppes portfolio. The company would be able to not
only provide greater variety, but it would also be more cost effective to test market new
product as well as improve speed of response to change in consumer preference through
imports. The only concerns that the company has in this regard is the current high level of
duties, which limit the opportunity to launch value for money products.
 RECOMMENDATIONS

 Maintain dominance in chocolate, confectionery and market leadership in blown drinks.

 New channels such as gifting, child connectivity and value for money offering to be the key

growth drives.

 Grow volume sales at least 20% p.a. over the next years.

 Achieve the goal of best manufacturing location in Cadbury Schweppes world for Dairy Milk and

Éclairs.

 One new major product launch every year.

BIBILOGRAPHY AND ANNEXURES

BIBILOGRAPHY

 Advertising and marketing Magazine

 Company Literature

 Market survey and questionnaires

 Web site: www.cadburyindia.com

 Web site: www.google.com

 Business World
 Cadbury -11 milestones: BBC news

 Cadbury and the evolution of its advertising- Storm.co.12.uk

 Marketingweek.com and Wikipedia.org

 ANNEXURES

QUESTIONNAIRE

1. Do you eat chocolates?

□Yes □ No

2. Which brand of chocolates do you use?

□ Cadbury’s

□ Nestle

□ Amul

□ Others

3. Where do you buy chocolates from?

□ Super stores

□ Retail Stores

□ Restaurants

□ Movie Halls

□ Others

4. Are you aware of any campaign of the above brands?

□Yes □No

5. Which Cadbury’s product do you usually prefer or use?

□Chocolate □Beverages

□Biscuits □Candy
6. Do you think Cadbury’s chocolate is easily available in market?

□Yes □No

7. Do you think Standard price of Cadbury products are fair?

□Yes □No □May be

8. Do you believe that chocolate is:

□Luxury □Necessity

9. Which Cadbury slogan/tagline comes to your mind first?

□ kya swaad hai zindagi mein

□ khane walo ko khane ka bahana chahiye

□ kuch meetha ho jaye

□ shubh aarambh

□ any other

10. What according to you is the best feature of any Cadbury advertisement?

□ jingle and storyline

□ Emotional appeal

□ Celebrity appearance

□ Visuals of chocolates

11. What Cadbury advertisements are most appealing?

□ Television
□ Print

□ Hoardings

□ Radio