Professional Documents
Culture Documents
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BATCH 2023-2026
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(U.P)
ACKNOWLEDGEMENT
Assistant Professor
DTC
Chapter1: Introduction
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.
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.
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.
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.
Strengths:
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.
Weaknesses:
Opportunities:
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:
CHAPTER 3
RESEARCH OBJECTIVE AND METHODOLOGY
RESEARCH OBJECTIVE:
1. Understanding Consumer Preferences: To identify what flavors,
textures, and types of products consumers prefer. This helps in
developing products that meet or exceed customer expectations.
RESEARCH METHODOLOGY:
Sometimes
12% No
26%
Yes
62%
2. Which brand of chocolates do you use?
1%
10%
9%
cadbury
nestle
amul
80% others
others
11% super stores
12%
movie halls
24%
retail stores
36%
restaurants
17%
4. Are you aware of any campaign of the above brands?
yes
23%
no
77%
perk
10%
dairy milk
52%
5 star
20%
6. Do you think Cadbury’s chocolate is easily available in the market?
no
4%
yes
96%
may be
6%
no
23%
yes
71%
8. Do you believe that chocolate is a necessity or luxury?
necessity
37%
luxury
63%
kuch meetha ho
jaye
63%
10. What according to you is the best feature of any Cadbury
advertisement?
visuals of
chocolates
1%
celebrity
appearance jingle and storyline
43% 37%
emotional appeal
19%
radio
18% television
27%
hoardings print
36% 19%
CHAPTER-7
POSITION OF THE VARIOUS BRANDS IN THE MARKET HAS BEEN LISTED BELOW
Fruit n Nut
Positioned as
Position as adults as Bar One
Creamy bar Trendy, Cool, any
an impulse any time
time snack.
Roast Almond purchase – self
expression values
Crackle
attached
Bournvita
This company project has demonstrated “COMPARISOIN OF CADBURY WITH ITS COMPETITORS” 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 its indorse its strong potential to continue to
do well and also gives the ways to maintain its market potential.
CHAPTER-8
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.
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.
BIBILOGRAPHY
Company Literature
Business World
QUESTIONNAIRE
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