...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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...Cadbury’s Dairy Milk Cadbury and Worms In October 2003, just a month before Diwali, customers in Mumbai complained about finding worms in Cadbury Dairy Milk chocolates. Quick to respond, the Maharashtra Food and Drug Administration seized the chocolate stocks manufactured at Cadbury's Pune plant. In defense, Cadbury issued a statement that the infestation was not possible at the manufacturing stage and poor storage at the retailers was the most likely cause of the reported case of worms. But the FDA didn't buy that. FDA commisioner, Uttam Khobragade told CNBC-TV18, "It was presumed that worms got into it at the storage level, but then what about the packing - packaging was not proper or airtight, either ways it's a manufacturing defect with unhygienic conditions or improper packaging." That was followed by allegations and counter-allegations between Cadbury and FDA. The heat of negative publicity melted Cadbury's sales by 30 per cent, at a time when it sees a festive spike of 15 per cent. For the first time, Cadbury's advertising went off air for a month and a half after Diwali, following the controversy. Consumers seemed to ignore their chocolate cravings. As a brand under fire, in October itself, Cadbury's launched project 'Vishwas' - a education initiative covering 190,000 retailers in key states. But what the company did in January 2004 is what really helped de-worm the brand. By investing up to Rs 15 crore (Rs 150 million) on imported machinery, Cadbury's revamped...
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...CADBURY CRISIS MANAGEMENT On October 2003, just a month before Diwali, the Food and Drug Administration Commissioner received complaints about infestation in two bars of Cadbury Dairy Milk, Cadbury India’s flagship brand with over 70% market share. He ordered an enquiry and went directly to the media with a statement. Over the following 3-week period, resultant adverse media coverage touched close to 1000 clips in print and 120 on TV news channels. In India, where Cadbury is synonymous with chocolate, the company’s reputation and credibility was under intense scrutiny. Sales volumes came down drastically in the first 10 weeks, which was the festival season; retailer stocking and display dropped, employee morale – especially that of the sales team – was shaken. The challenge was to restore confidence in the key stakeholders (consumers, trade and employees, particularly the sales team) and build back credibility for the corporate brand through the same channels (the media) that had questioned it. In defense, Cadbury issued a statement that the infestation was not possible at the manufacturing stage and poor storage at the retailers was the most likely cause of the reported case of worms. But the FDA didn’t buy that. FDA commisioner, Uttam Khobragade told CNBC-TV18, “It was presumed that worms got into it at the storage level, but then what about the packing – packaging was not proper or airtight, either ways it’s a manufacturing defect with unhygienic conditions or improper packaging...
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...eating chocolate might be one of the methods to reduce stress. James had mentions ‘chocolate is known to be a mild mood elevator, stimulating brainwaves and pushing your stress levels down’ (James 2006). This probably are the reasons people eat chocolate when they are unhappy. Certain kind of chocolate are benefit to our health, like dark chocolate. A small bar of dark chocolate helps high blood pressure patient to reduce their blood pressure (Mark 2009). In mostly, consumers consume product according to their image, styles or self- concept. According to Pettigrew, ‘consumers attempt to enhance their self-concepts by using product’ (Pettigrew 2002). Cadbury have advertise a ‘Chocolate is Cadbury’ campaign on its product, Cadbury Dairy Milk (Cadbury 2007) that have great emphasis on taste. They had create a Cadbury’s chocolate is the chocolate king image and the concept of Cadbury’s chocolate have the original chocolate taste. Consumer may just consumer Cadbury’s chocolate because of the chocolate ‘King’ image. The self-concept will the present at the following paragraph. Self-concept is ‘broad construct that comprises a number dimensions’ Rosenberg (cited in David, Maria & Charles 2011, p.645). In a simple explanation, self-concept is self-images that hold by individuals, each individual have different self-concept. Self-concept has categories into three types of...
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...Corporation Community Building Responsibility: The analysis of how Cadbury balance the interests between interior and exterior stakeholders Being one of the global confectionery magnates, Cadbury operates a business incorporating production and promotion of sugary food in a worldwide scale. The flagship brands Cadbury Dairy Milk, Trident, Halls, Dentyne and Clorets underpin the leading position throughout the world for the corporation, with a significant market share of 10.1%. The renowned name ‘Cadbury’ and symbolic purple are manifestation of high-quality sweetmeat according to mindset of the consumers. However, a high profile in taking on the social responsibilities is gradually a necessity for this globalization era, as the emergence and lucidity of the social contract between the businesses and the society. Despite the provision of prevailing goods and services for consumption under a legitimate circumstance, the corporations are supposed to practice in a scope where the beneficial organizations can be achieved in a broader width. The trend for interests of stakeholders to be on the company’s agenda becomes one aspect of this invisible contractual relationship, rather than narrow down its mission for profits maximizaion for present and potential shareholders. This article aims at analysing and evaluating the balancing extent of the fulfillment between interests of shareholders and stakeholders outside the corporation by Cadbury Schweppes PLC. Enterprises, with an entitlement...
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... The company’s main purpose is “Working together to create brands people love" capture the spirit of what we are trying to achieve as a business. We collaborate and work as team to convert products into brand. Simply, “we spread happiness”! Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk Food Drinks and in the Candy category. 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! Cadbury is the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer. 1.1 In the Milk Food drinks segment our main product is Bourn vita - 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...
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...strong brands has always been a feature of the confectionery market. Read more: http://businesscasestudies.co.uk/cadbury-schweppes/launching-a-new-product-into-a-developed-market/introduction.html#ixzz2TW5eYkXP Follow us: @Thetimes100 on Twitter | thetimes100casestudies on Facebook Page 2: Background to the confectionery market Per capita confectionery consumption in the UK is among the highest in the world, exceeded only by Ireland and Denmark. Chocolate confectionery accounts for around 70of sales value in the UK market, with sales of sweets (sugar confectionery) at around 30 per cent. Historically, the chocolate confectionery market has been characterised by the dominance of a number of well established brands, such as Cadbury's Dairy Milk, Mars Bar and Kit Kat. Although some brands enjoy a rich heritage, the key need in a busy and developed market sector is innovation, not just of existing brands but also in the development of completely new brands. Brand-led innovation is a vital component in the growth of this market as it enables organisations to build competitive advantage. Over recent years, competitors in the chocolate market have made significant investments in new product development. Indeed, over 15 per cent of volume sales in the last ten years have been generated by new products. For Cadbury, this figure is...
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...the top 100 FMCG sales, and just below the personal care category. ITC alone accounts for 60% volume market share and 70% by value of all filter cigarettes in India. The foods category in FMCG is gaining popularity with a swing of launches by HLL, ITC, Godrej, and others. This category has 18 major brands, aggregating Rs. 4,637 crore. Nestle and Amul slug it out in the powders segment. The food category has also seen innovations like softies in ice creams, chapattis by HLL, ready to eat rice by HLL and pizzas by both GCMMF and Godrej Pillsbury. This category seems to have faster development than the stagnating personal care category. Amul, India's largest foods company, has a good presence in the food category with its ice-creams, curd, milk, butter, cheese, and so on....
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...a party for the launch of its new Fairtrade-certified Dairy Milk bars. The event is being held on 31st August in Bournville, the original birthplace of Cadbury; at the ‘Cadbury World’ museum. Press are invited to be among the first people to try the new Dairy Milk and to hear from Cadbury’s Chief Executive, Todd Stitzer, about his travels to Ghana. This will include a presentation of video-casts to show the contributions Cadbury is currently making to Ghanian cocoa farmers and their communities. As part of the event, Cadbury will also be unveiling the new Fairtrade exhibition at its museum, which aims to teach visitors why Fairtrade is important and how Cadbury is helping Ghanaian farmers as part of the Cadbury Cocoa Partnership (CCP) initiative. In March this year, Cadbury announced its plans to achieve Fairtrade certification for Cadbury’s Dairy Milk products by joining forces with the Fairtrade Foundation. The reasons behind this groundbreaking move were to further improve living standards and conditions for cocoa farmers and their communities in Ghana, as well as create a sustainable supply of high quality cocoa for Cadbury. Cadbury’s Chief Executive, Todd Stitzer, says that after the the launch party, the value of Fairtrade chocolate sales in Britain will leap from £45m to £225m. Chief Executive of the Fairtrade Foundation, Harriet Lamb, said, “We're delighted to have the opportunity to certify Cadbury Dairy Milk, enabling all those who buy it to make a real difference...
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...least my institute i.e. SZABIST (Shaheed Zulfikar Ali Bhutto Institute of Science and Technology). Table of Contents Company History 4 Company’s current marketing situation 4 Company’s Product 5 MARKETING Objectives, Plan & Strategy 6 Marketing Mix of Dairy Milk: 7 SWOT Analysis of Cadbury Pakistan 8 Advertising Strategy 8 Creative Strategy & Media Strategy: 8 Media Strategy 10 Advertising budget of the Dairy milk 11 Advice/ Conclusion: 12 Company History Cadbury Dairy Milk was introduced in the England in 1905 and currently has number of products. It is a variety of milk chocolate presently made by Cadbury. Each artifact of the Dairy Milk line is prepared with entirely milk chocolate. The Diary milk chocolate which was introduced in 1904 is the chocolate which is made with pure milk in grater quantity not made previously and in 1914 the Cadbury Dairy milk became the companies’ best selling product which it is still to date. The Cadbury Diary milk was introduced in 1964 in Pakistan by importing its chocolate in Pakistan. Then it develops its manufacturing factory in HUB, Pakistan in 1993. The Dairy Milk corporate office is in Karachi. Company’s current marketing situation Cadbury Dairy Milk is the market leading chocolate producer in Pakistan and is the leading chocolate brand with market share of 70%.The only competition it’s facing is by Mitchell’s Jubilee which manufactured in Pakistan and is a Pakistani company and has a very low market share...
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...Cadbury Dairy Milk as a brand has evolved from just another chocolate to an array of products. When the brand was initially launched it was meant to be for children. Their main target group was always children who would pester their parents to have a bar of dairy milk. But as time evolved they wanted to tap other segments in the market. Hence their famous ad ‘Kuch Khaas hain Zindagi’ which targeted the youth segment. It had right ingredients: a fun loving girl and cricket the religion of India. The ad was extremely successful and tapped the youth brigade of the country to get them hooked to chocolates. Indians have a sweet tooth inherently and we like to have sweets as companion at every celebration big or small. Though it’s a huge industry, it is a highly unorganized one. Hence, the Cyrus Broacha ad ‘Khaane wale ko khaane ka bahaana chahiye’ which showed a wedding scene and traditional sweets were replaced smartly by Cadbury Dairy Milk. It was done to seed in the minds of consumers that a CDM can be a good replacement for our ladoos and pedas. Cadbury has a vision that CDM being seen as a right replacement for the Sweets. To continue this they signed Amitabh Bachchan and the ‘Pappu Pass Ho gaya’ again giving a similar message. They also launched a premium version of CDM i.e Cadbury Silk to target the metros. And finally now they are targeting the entire family and hence we can see CDM on dinner table with the tagline ‘Kuch Meetha Ho...
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... Cadbury limited was set up by one man in 1824 called John Cadbury from Birmingham. In 1824 Cadbury was set up to be a grocery shop. This changed in 1831 when John Cadbury went into manufacturing drinking chocolate and cocoa. In 1847 a large factory was rented in Bridge Street Birmingham. Around the same time John Cadbury was joined by his brother Benjamin and the name of the business became Cadbury Brothers of Birmingham. The turning point of the business was in 1866 when the brothers introduced the process of pressing the cocoa butter out of the cocoa beans. The benefits for the Cadbury brothers was that they could use the butter to make different types of eating chocolate the first of which was the Cadburys dairy milk. After this time the brothers moved to the now famous Bournville site where Cadbury world is situated today. The Cadbury brothers changed the employer to employee relations for the better by having the Bournville site as a 'factory in a garden'. Also the brothers introduced better employee welfare with joint consultation and other innovations in this area. 2.2.2 Where are Cadburys today? Today Cadburys are the UK's market leader and are one of the largest chocolate producers in the world and have opened new business opportunities by producing chocolate within other countries like Ireland, India and Pakistan. Cadburys is the confectionery division of Cadbury Schweppes Plc, which has other big named brands within...
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...town??If brand management is your passion and you have been wai ng for an opportunity to own, create and live your brand & get blessed by consumers, here is your chance. Mishti Shera S The wedding celebration of Ms Mishti with Mr Cadbury The objec ve is quite straigh orward 1- Ge ng into the mish ea ng habit of the Bengalis 2- To bring Cadbury Dairy Milk (CDM) into the considera on set of the Bengali consumer when he/she thinks of consuming mishi 3- Introducing misthi made of CDM in the best mishit chains of Kolkata 4- Ge ng into the mind-space of the consumer by engaging him/her with CDM mis What is happening on ground? The city of Joy Kolkata is preparing for the sweet union of Ms Mish and Mr Cadbury the biggest wedding celebra on of 2013. All mish shops in Kolkata are preparing the choicest of CDM mish to celebrate this union so that the people (consumers) par cipate in the wedding, taste the CDM mish and shower their blessings. How is this happening? Consumer Engagement Plan Task for you Be a campus brand team that creates a promo on strategy for individual (par cipa ng) mish shops during the Cadbury Mish Shera Srish ac va on Campus brand teams Scope of work Your team will be the campus brand manager for a par cipa ng mish shop during the mish shera srish ac va on. On basis of your proposal you will be allo ed a xed budget to create & execute a suitable promo onal strategy for your mish shop The task is to 1- Create appropriate IN STORE BRANDING solu...
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...ADVANCED General Certificate of Education 2009 Business Studies Assessment Unit A2 2 assessing Modules 1 to 5 Objectives and The Business Environment, People in Organisations, Accounting and Finance, Marketing and Operations Management [A2T21] TUESDAy 26 MAy, AFTERNOON TIME 1 hour 40 minutes. INSTRUCTIONS TO CANDIDATES Write your Centre Number and Candidate Number on the Answer Booklet provided. Answer all questions. INFORMATION FOR CANDIDATES The total mark for this paper is 80. Quality of written communication will be assessed in all questions. Figures in brackets printed down the right-hand side of pages indicate the marks awarded to each question or part question. ADVICE TO CANDIDATES You are advised to take account of the marks for each question in allocating the available examination time. This is a synoptic paper in which you are expected to demonstrate your understanding of the connections between the different elements of Business Studies. 4433 A2T21 Read the information below and answer the questions that follow. The Wrigley Company Ltd 1 The vision of the Wrigley Company is to have “Wrigley brands woven into the fabric of everyday life around the world”. In 1970 the company relocated its UK factory and head office to a 45 acre site in Plymouth in the South West of England. Over 600 staff are currently employed there. The factory’s continuous investment in the latest production technology ensures the business’ ability to innovate...
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...are Sky, Orange, Vodafone- mobile network companies. Growth strategies are used to make the company expand and the way in which companies do this is by using the Anoff’s Matrix, in which this report will explain in more depth further in. Image one- Cadbury’s Slogan. Image one- Cadbury’s Slogan. Cadburys is a worldwide business and can be recognise by its brand image. Its logo is a purple background with white swirly writing. The purple colour that is used is bold and stands out so all customers and consumers recognise this brand. Cadburys also used to have their slogan ‘a glass and half’ and this used to refer to the amount of milk used in each pound of chocolate that they made. However they do not use this well-known slogan now. The Dairy Milk product is one of Cadburys most popular products and it is a brand made of another brand. Dairy milk has the same bold purple background with the white swirly writing. It also display’s a piece of the chocolate on the front of the packaging. Image 1-...
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