...PROJECT REPORT ON CADBURY INDIA LTD. SCOPE OF THE PROJECT This project was undertaken to show Cadbury’s marketing mix and actually how they employ the 4P strategies- Product, Place, Price and Promotion in real world scenario. Thisproject provides us with exposure to Chocolate confectionery, Beverages, Biscuits, Gum and Candy in India which is one of the most promising segments in India today. We studied the strategies employed by Cadbury India Limited that makes it the market leader and suggested few recommendations of our own. INTRODUCTION Cadbury India Ltd. is now a part of Kraft Foods.Chicago-headquartered Kraft Foods acquired Cadbury last January for $18.9 billion. Cadbury India operates in five categories – Chocolate confectionery, Beverages, Biscuits, Gum and Candy. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations, Gems, Halls, Éclairs, Bubbaloo, Tang and Oreo. Their core purpose "make today delicious" captures the spirit of what they are trying to achieve as a business. In India, Cadbury began its operations in 1948 by importing chocolates. After over 60 years of existence, it today has six company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh), Hyderabad and 4 sales offices (New...
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...DEVELOPMENT It is a process which is designed to develop, test and consider the viability of products which are new to the market in order to ensure the growth or survival of the organisation. Developing new product evaluations for the following criteria: 1.1 Product portfolio “Product portfolio is the range of products that an organization has to offer to its customers” ( Eve Wydebach, 2010)” To show a product portfolio I would like to use CADBURY as an example. It is one of the largest confectionery companies. Cadbury’s offer: * Bars: Fredo, Curly Wurly, Brunch, Snack, Fudge, Picnic, StarBar, Timeout, Dream, Flake, Boost, Double Decker, Bournville, Chomp, Dairy Milk, Dairy Milk Chocos, Dairy Milk Bliss, Wispa, Twirl, Crunchie. * Cakes and biscuits: Digestive biscuits, Flake Celebration Cake, Mini Rolls, Fingers, Caramel Cake Bars, Half Coated Mini Animal Biscuits. * Boxes, bags and tins: Twirl Bites, Heroes, Chocolate Eclairs, Dairy Milk Caramel Nibbles, Milk Tray, Buttoms, Clusters, Crunchie Rocks, KOKO, Dairy Milk Tasters, Roses. * Drinks: Highlights, Hot Chocolate Instant, Bournville Cocoa, Drinking Chocolate. * Ice cream and desserts: Heavenly Vanilla Cup, Crunchie Cup, Dairy Milk Caramel Cone, Flake 99 Cone, Chocolate Trifle, Chocolate Mousse, Twin Pots Flake, Dairy Milk Stick, Dairy Milk Fruit and Nut Stick, Crunchie Blast Stick, Dream Stick, Wispa Bar, Wispa Cup. Another...
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...4 Individual Project MKTG 205 – Principles of Marketing 4/21/13 Abstract In this paper you will learn about the marketing mix it will give you a detail break down of why the marketing mix is and why it is so important to companies it will also tell you the different parts of the market mix what are the uses of each part of the marketing mix and put it all together and show you how it all works together. MY MARKETING MIX Marketing mix why is marketing mix so important? Without a marketing mix companies would fail because their product would not get sold that why coming up with a marketing mix is so important. It takes a look at the area and the people in that area to see what holes can be fild with their product. This is no easy task so in this paper you are going to get a full overview of the marketing mix. This will be a through break down of the marketing mix at each component starting with the definition of marketing mix to how to set the price. What is marketing, well after I read a few definitions I came up with one of my own. Marketing is more than setting prices or buying and selling products. Marketing is paying attention to the environment around you, locating a need and filling that need by improving or creating products for a targeted area of demographic. The product I chose to write about is the chocolate bar and the reason I choose it is because chocolate was once a luxury item for the rich. It took a man with an idea to make chocolate available for...
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... Goals and Product Description 41 Process Description 42 Life Cycle Stage 43 Place 43 Goals and Market Exposure 43 Channels Used 44 Supply Chain System 45 Promotion 46 Goals 46 Promotional Blend 47 Price 50 Goals 50 Value Proposition and Price Sensitivity 50 Pricing Strategy (Short Term/Long Term) 51 Breakeven Analysis 52 Implementation and Control 53 Timing and Implementation Activities 54 Sales Estimates (Forecast) 54 Forecast/Estimates 56 Scenario Analysis and Discussion 57 Sensitivity Analysis and Discussion 59 Comprehensive Financial Analysis 64 Conclusions 65 Appendix 67 Citations 75 Executive Summary The Hershey Company is known for bringing goodness to the world through its chocolate, sweets, mints and other great-tasting snacks. Our Company has mentioned this statement several...
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...interest and news items that do not require direct payment. The aim of public relations by a company often is to persuade the public, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions. Common activities include speaking at conferences, winning industry awards, working with the press, and employee communication. Public relations is thought by many to be propaganda by a different name, ironically, the very term "Public relations" could easily be seen as a public relations ploy to make the idea of propaganda more acceptable. Public Relations is similar to Analyst Relations, Investor Relations and Public Affairs depending on the firm, organization or population it represents. DEFINITIONS OF PUBLIC RELATIONS “Public Relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between on organization and its publics.” - Institute of Public Relations, USA “Public relations is the attempt by information persuasion and adjustment to engineer public support for an activity, cause, movement or institution.” - Edward L. Bernays “Public Relations is a combination of philosophy, sociology, economics, language, psychology, journalism, communication and other...
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...The Executive Summary The product line of chocolate has been around for more than couple of decades. Still for all, the market is far from becoming saturated as the chocolate can lose its 1st preference since the consumer try to consume other products like toffees and sweets etc. Usual slogan for every chocolate is promising the taste of the product. Some go far as to offer consumer a situation for the consumption of chocolate. Competing on these lines therefore will only add to the clutter. And how have we decided to position KKrunch? KKrunch offers the attitude to go ahead and consume KKrunch with an attitude that the product is positioned with and simply tells you that the product is there to help you on experiencing something that you dream of doing every day. The campaign slogan “Break the Rule” has been the modeled on inspirational themes which brings the pressure and temptation for to consume the product. In addition to this, the campaign will have the humor and the slogan links to that appeal which provides an attractive attitude positioning the product and provide the unique taste of KKrunch is focusing on to the target market. Three types of individual have been identified as the audience of KKrunch • Firstly, the advertisement targets fun and challenging excitement. The advertisements used are attractive and they show the fun and the coolness of reaching beyond boundaries (challenge). The ambiguity allows us to convey the message to abroad spectrum of fun seekers...
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...Study of Consumer Behaviour for Cadbury Dairy Milk By, Group 1 Contents 1. Introduction 3 2. Methodologies 4 3. Objectives 5 4 Emergence of chocolate industry in India 6 4.1 Cadbury Company’s profile 8 4.2 Range of Products 11 4.3 Major Competitors 13 4.4 Cadbury Dairy Milk 15 4.5 Pre Purchase behaviour analysis 17 4.5.1 Factors influencing Purchase Decision 17 4.5.2 Age group of people 17 4.5.3 Product Purchased for 18 4.5.4 Preference for Brands 19 4.5.5 Consumption Pattern/Frequency of Purchase 19 4.5.6 Access to Product Information 20 4.5.7 Preference across Cadbury brands 20 4.5.8 Place of Purchase 21 4.5.9 What is preferred? Bar or Isolated Chocolates 21 4.5.10 What do you prefer? Dairy Milk or Traditional Sweets 22 4.6 Major Findings and Recommendations 23 4.7 Conclusion 23 5 References 23 1. Introduction The primary objective of the study is to understand the consumer behaviour and consumer preferences for consuming Dairy Milk chocolates costing Rs 5/-. A pre purchase questionnaire was prepared for the same and 20 consumers were surveyed. The respondents were interviewed at Mahabalipuram and Chennai market. Cadbury is the market leader in India with a 68% market share and this was evident when 83% of the respondents cited that Dairy Milk was their favourite chocolate. Our analysis revealed that Cadbury advertisements play a major role in influencing consumption of the product. Cadbury also has very high brand equity and this is one...
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... Executive Summary People are identified by their name, the way they look, their voice and personality. In the same way a product is presented so that a consumer will always be able to recognize it as distinct from any other similar product. Critical to the success of any product is the creation of the right identity. Identity means that a product is easily recognizable and differentiates from the offerings of competitors. Our store takes the concept of a traditional chocolate shop and adds the element of creativity and health. Our customers will have the opportunity to come into our store and concoct their own chocolate tailored to a customer’s desire that is health conscious. Cadbury Diet will be reinventing itself by producing a low-calorie dark chocolate which will be tagged as a healthy snack in contrary to the recent issues that the confectionery industry has faced. Cadbury chocolate bar has been tagged as the “People’s Chocolate Bar” manufactured by the Cadbury Company and founded by John Cadbury in 1824.Cadbury is a British confectionery company owned by Kraft Foods and is the industry's second-largest globally after Mars, Incorporated. With its headquarters in Uxbridge, London, England, the company operates in more...
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...Background The Hershey Chocolate Company was first founded by Milton S. Hershey in 1894 as a subsidiary of Lancaster Caramel Company. Hershey’s products are sold in sixty countries currently worldwide. Hershey currently employees roughly 13,000 employees. Hershey manufactures, distributes and sell a variety of chocolate and confectionery products, gum and mint products and pantry items. Hershey is one of the oldest chocolate companies currently in the United States and are well-known as an American icon for its chocolate bars. With this, Hershey’s has a competitive advantage in the market of the United States and continue to make strides in order to keep this advantage. (Hershey) Hershey’s vision statement is, “Continuing Milton Hershey’s legacy of commitment to consumers, community and children, we provide high-quality HERSHEY’S products while conducting our business in a socially responsible and environmentally sustainable manner.” Hershey’s promotes its employees to follow the value that it stand by and the value is distributed into four categories: (Hershey) Environment: to minimize impact while meeting functional requirements Marketplace: to engage in an ethical and fair business dealings Community: to positively impact the local communities and society where we work and live Workplace: To foster a desirable workplace II. Take 5 Challenge After the initial launch of Hershey’s Take 5 in 2005, the candy bar was popular along candy bar fans as it was unique and...
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...Cadbury’s best-selling chocolate, and in the mid-twenties it became a brand leader. Cadbury India began its operations in 1948 by importing chocolates and then repacking them before distribution in the Indian market. With its deliciously smooth texture and unique creamy taste, Cadbury Dairy Milk made an immediate on the consumers and quickly became a market leader. Cadbury’s mission is “Working together to create brands people love”. Cadbury Dairy Milk encapsulates an enormous breadth of emotions, from shared values such as family togetherness to the personal values of individual enjoyment. It stands for goodness. At the point of entering the Indian market in 1948, Cadbury faced quite a few challenges. It had to get to people accustomed to chocolates, primarily seen as a western taste. Cadbury had to sell these products by reaching out to the masses in a country with a lot of diversity and varied interests. However the company recognised the importance of the chocolate brand as a means of expressing parental affection for their children. In the 1980’s the company positioned Cadbury Dairy milk as “The perfect expression of parental love”. Cadbury markets Cadbury chocolates a number of chocolates: 5-Star, Perk, Temptations (with five variations), Crackle, Fruit and Nut, Dairy Milk Eclairs (toffee), Womie, Gems, etc.” Packaging Design Cadbury had always focussed on the taste of its chocolate to be its USP, and hence the advertisement of the chocolate had a picture of milk pouring...
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...Marketing Mix Analysis and Competitors Evaluation: A study on 2011 ABDUL MONEM LTD. BANGLADESH Prepared for RODRICK, STANLEY SUMON ID: 1001-1017-2 Faculty of Marketing AMERICAN INTERNATIONAL UNIVERSITY-BABGLADESH Prepared by ABIR, MD. ZABER TAUHID ID: 10-15556-1 i “Marketing Mix (4 P’s) Analysis and Competitors Evaluation: A study on Abdul Monem Ltd. Bangladesh” ii LETTER OF TRANSMITTAL April 26, 2011 Mr. Stanley S. Rodrick Lecturer, Faculty of Business Administration Department of Marketing American International University- Bangladesh Subject: Submission of report on “Marketing Mix (4 P’s) Analysis and Competitors Evaluation: A study on Abdul Monem Ltd. Bangladesh” Dear Sir, We are pleased to attach here with a copy of the report on “Marketing Mix (4 P’s) Analysis and Competitors Evaluation: A study on Abdul Monem Ltd. Bangladesh” This report is a summary of our findings from the tasks we have been given to complete. We completed the report on schedule and tried to meet our entire proposed objective within the allotted schedule. Finally, we are truly grateful to you for giving us this nice opportunity to work on this report, which we have considered as a great chance for us to develop our Marketing skills. Thank you. Yours Sincerely, ABIR, MD. ZABER TAUHID 10 – 15556 – 1 iii Acknowledgement I’m heartily thankful and like to acknowledge my teacher, Mr. Stanley S. Rodrick (Lecturer, Faculty of Business Administration, Department...
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...There’s no metaphysics on earth like chocolates’. When the Portuguese bard, Fernando Pessoa, uttered these words, sometime during the early 20th century, the Cadburys and Nestles of the world hadn’t even seen the dawn of the day in India! But, of late, these two major choco giants have been making Pessoa’s words felt in India. So, where Pessoa’s claim was restricted only to poetry or prose at the most, Cadbury and Nestle have proved in practical that chocolates are the most inevitable indulgence of all times. In the realm of advertising, the business of chocolate marketing stands at a figure of Rs.145 crore. And with that kind of money, the space becomes all the more interesting to watch out for, more so for the marketers. If we continue to let the numbers do the talking for sometime, we will get to know some dark chocolaty facts, like, Cadbury leads the Indian Chocolate market with a 70% share of the choco-pie, while Nestle occupies only 25% of the choco chunk. Interestingly, even with less than half of the former’s share, Nestle appears as the second leader in the entire arena and hence becomes the second pivotal player in the market. But that’s not the reason why they become this issue’s anointed marketers at war. In fact they have attained the status for being aggressive marketers of their respective chocolate variants for a consistently long duration without fail. An attack from one side has rarely gone unnoticed and not being retaliated with utmost valour from the counterpart...
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...PROJECT REPORT ON CADBURY INTERGENERATIONAL BRANDING BY BRAND SUBMITTED TO: Prof. Jone Mathews SUBMITTED TO: Prof. Jone Mathews SUBMITTED BY: APURV SINGH (PGFA1108) NIKITA KHANNA (PGFA1130) PAARIJAT (PGFA1131) PAYAL GUPTA (PGFA1132) SANCHI MALHOTRA (PGFA1140) SHOBHIT MITTAL (PGFA1144) SUBMITTED BY: APURV SINGH (PGFA1108) NIKITA KHANNA (PGFA1130) PAARIJAT (PGFA1131) PAYAL GUPTA (PGFA1132) SANCHI MALHOTRA (PGFA1140) SHOBHIT MITTAL (PGFA1144) Executive Summary 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. Currently Cadbury India operates in five categories, which are Chocolate Confectionery, Milk Food Drinks, Candy, Gum and Snacks 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, Celebrations, Temptations and Gems. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world! Their flagship 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. Earlier Cadbury Dairy Milk had positioned itself as a chocolate for kids . Later it was repositioned as a chocolate meant for all age groups emphasizing on the children hidden in us. The model that we have used is Customer Based...
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...Marketing Strategy of Cadbury Cadbury India is a food product company dealing in Chocolate Confectionery, Beverages, Candy and Snacks. Cadbury is the market leader in Chocolate Industry with a market share of 70%. Some of their favorite products are Cadbury Dairy Milk, Perk, 5 Star, Celebrations, Eclairs, Gems and Temptations, Bournvita. John Cadbury, the founder of the Cadbury business was born on 12th August 1801. Cadbury was founded 200 years ago when John Cadbury has opened his shop in Birmingham selling chocolate and cocoa with other glossary. Cadbury started its operation in India in 1948 by importing chocolates and distributing in the Indian Market. This project shows some research on current marketing strategy used by Cadbury in Indian market. I have also try to find some of Strength, Weakness, Opportunity and Threats of the Cadbury for Indian chocolate industry. Table of Contents 3 1. About Cadbury 4 2. Cadbury in India 4 3. Aim & Objective of the Project 6 4. Comparative Analysis 7 5. Marketing Mix of Cadbury 9 10 6. Current Marketing Strategies used by Cadbury and Market Segments 14 7. SWOT Analysis of Cadbury 16 8.Conclusion 17 9. Reference List 18 About Cadbury Cadbury was founded 200 years ago. Cadbury is a food product company producing Chocolate products. They are the market leader of this industry holding 70% of the total market share. Some of the well-known products of Cadbury are Dairy Milk, Perk, 5 Star, Eclairs, Celebrations, Temptations...
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...A BUSINESS COMMUNICATION PRESENTATION ASB,KOCHI 1 Amrita.M 006 Keerthi.C 034 Lavanya 035 Nikhila 43 Parvathy.V 47 Pooja.C 48 STRATEGIES OF CADBURY DAIRY MARKETING CHOCOLATE.. MILK 2 A BUSINESS COMMUNICATION PRESENTATION ASB,KOCHI 3 BENEFITS • • • • Decrease blood pressure Improve circulation Lower death rate from heart disease Improve function of endothelial cells that line the blood vessels • Improve Digestion and stimulate kidneys A BUSINESS COMMUNICATION PRESENTATION ASB,KOCHI 4 THE SWEET PAST… • • 1824 – John Cadbury opened a shop in Birmingham, U.K that sold tea and coffee and home made drinking chocolate. Early 1840’s – Operated from a factory in Bridge Street and went into a partnership with his brother, Benjamin. They were known as “Cadbury Brothers Of Birmingham” 1861 – Opened a factory at Bourville,U.K 1897 – Manufactured the first milk chocolate. 1899 – Employed 2600 people and became corporate. 1950- Cadbury opened its first overseas factory near Hobart, Tasmania A BUSINESS COMMUNICATION PRESENTATION ASB,KOCHI • • • • 5 Vision • Promotion of brands carrying mass franchise without compromise on quality • Better product quality and packaging • Efficient working capital management • Increase the market depth including rural Indian coverage A BUSINESS COMMUNICATION PRESENTATION ASB,KOCHI 6 Mission • Increase the width of chocolate consumption with low price point pack • Maintain image leadership through a superior...
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