16653160 final cadbury
TRANSCRIPT
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CERTIFICATE
This is to certify that Miss HARSHA HARJANI of TOALNI MANAGEMENT
COLLEGE has successfully completed the project work titled CADBURY DAIRY
MILK.
This project is the record of authentic work carried out during the academic year
2009-10.
Mr. BHAVESH VANPARIA HARSHA.L.HARJANI
Subject Teacher student
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Cadbury India's five factories in India churn out close to 8,000 tones of chocolate and the
company sells a million bars every day.
But Bharat Puri, managing director of Cadbury India will never forget the batch of Dairy
Milk chocolates numbered 28F311 manufactured last year at the company's plant in
Thane, near Mumbai.
That was the worm-infested batch that triggered a crisis for the company that had always
prided itself on its squeaky clean image.
The timing of the controversy couldn't have been worse. Festival season sales (Cadbury
sells almost 1,000 tonnes of chocolates during Diwali) plummeted 30 per cent.
Until then, in the country's FMCG sector plagued by slow, low single digit top line and
bottom-line growth, Cadbury was a sweet exception. But its net profit in 2003 dipped 37
per cent to Rs 45.6 crore (Rs 456 million) as compared to a 21 per cent increase the
previous year.
Now, a year later, Cadbury says that consumers have long forgotten the controversy and
are back to their merry chocolate-chomping ways.
"Sales are back to the pre-controversy levels. Consumer confidence in the product is back
and there has been a steady progression in sales," says Sanjay Purohit, head (marketing)
Cadbury India. The company expects to close the year with a high double digit sales
growth.
COMPANY OVERVIEW
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
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(Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi,
Mumbai, Kolkata and Chennai). The corporate office is in Mumbai.
Our core purpose "Working together to create brands people love" captures the spirit ofwhat we are trying to achieve as a business. We collaborate and work as teams to convert
products into brands.
Simply put, 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 areCadbury Dairy Milk,5 Star, Perk,clairs and Celebrations. Cadbury enjoys a value market share of over 70% - the highest
Cadbury brand share in the world! Our 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.
http://www.cadburyindia.com/brands/choco1.asphttp://www.cadburyindia.com/brands/choco1.asphttp://www.cadburyindia.com/brands/choco2.asphttp://www.cadburyindia.com/brands/choco2.asphttp://www.cadburyindia.com/brands/choco3.asphttp://www.cadburyindia.com/brands/choco4.asphttp://www.cadburyindia.com/brands/choco4.asphttp://www.cadburyindia.com/brands/choco1.asphttp://www.cadburyindia.com/brands/choco1.asphttp://www.cadburyindia.com/brands/choco2.asphttp://www.cadburyindia.com/brands/choco2.asphttp://www.cadburyindia.com/brands/choco2.asphttp://www.cadburyindia.com/brands/choco3.asphttp://www.cadburyindia.com/brands/choco3.asphttp://www.cadburyindia.com/brands/choco3.asphttp://www.cadburyindia.com/brands/choco4.asphttp://www.cadburyindia.com/brands/choco4.asphttp://www.cadburyindia.com/brands/choco4.asphttp://www.cadburyindia.com/brands/choco1.asp -
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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. We recently entered the gums category with the launch of our
worldwide dominant bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries
worldwide.
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. Byte 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, we have worked with the Kerala Agriculture University to
undertake cocoa research and released clones, hybrids that improve the cocoa yield. Our
Cocoa team visits farmers and advises them on the cultivation aspects from planting to
harvesting. We also conduct farmers meetings & seminars to educate them on Cocoa
cultivation aspects. Our efforts have increased cocoa productivity and touched the lives of
thousands of farmers.
http://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/conf1.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/conf1.asphttp://www.cadburyindia.com/brands/conf1.asphttp://www.cadburyindia.com/brands/conf1.asp -
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Cadbury Milestones
The Cadbury story is a fascinating study of industrial and social developments. From a
one man business in 1824, Cadbury has grown to be one of the world's largest producers
of chocolate.
Use our milestones to view Cadbury history at a glance; discover how the company grew
and when the key products were introduced. See how a small family business developed
into an international company and how the high standards of the Cadbury brothers were
combined with the most sophisticated technology, skills and innovation.
OBJECTIVES OF THE SURVEY
1. To find out the famous products of cadbury among the consumers.
2. To find out the consumer behaviour towards cadbury.
3. To find out the range which is mostly preferred by the customers
4. To find out the features which are given much preference or which are the most
favourable one.
5. To find out the consumers feedback i.e. improvement required or suggestion given
Pest analysis
Demographic factor:-
Population growth:-choclates has wide impact on population growth. Educational groups:-target population is all age groups but the education
group will have more influence on it.As tis is used as 2 celbrate eventssuch as birthday,days....
Population age mix:-both men and women would like 2 prefer dairy milk. Household patterns:-consumption and need is according to the household
patterns.
Population age group:-
Preschools:-5%
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School-age:-15%
Teens:-40%
25-65:-38%
65+:-2%Political factor:-
If governmentincreases the tax rate on chocolates than customer have 2 paymore 4 it
If tax increase by10% than normal dairy milk of 5 rs will be of 5.50.than also little effect.
If some party such as congress comes into power than it will affect positively ornegatively depending on tax and norms.
If inflation rate increases than it will affect fmcg sector so dairy milk also will be
affected.
Economic:-
In festival seasons the demand of chocolates increases. The more salary will affect onbuying power of chocolates.
Willingness to buy:-demand of chocolates will depend on the persons willingness to buy.this will depend on the quality of the dairy milk and need.Taste and prefence:-Cadbury has wide variety of products and 1 of them is dairy milk
chocolates and so diifferent variety of it such as fruit and nut, rasins, almond.so thedemand will be according to the taste and preferences of the variety.Income:-variation in income will affect positively or negatively on dairy milk. More theincome than more will people buy.Social:-
Social factors includes such as norms, belifs, values of the company.cadbury dairy milkhas created the positive impact on customers in terms of belief and values.Cadbury dairy milk also fulfills the social responsibilities.
Advertisement:-dairy milk in every 6 months renew its add and by advertisement has
proved that it is can be consumed by all age of peoples.The type of advertisement also affects the buying interest on customers. They get knownabout new products and variety.
Events-marriage, bithday, get 2 gather, etc
Technological :-- milk quality can be improved much by technology.
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Refrigeration power can be improved by new technology so that coldstorage product such as dairy milk and other milk products can be stored well and long 4much more time.
Marketing research process:-Step-1
Define the problem:-1) management problem
Increase sales and profit
2) Research problem:-
It is a part of management but it is a specific
situational and time oriented. As per my product i have identify the research problem that
is poor quality of milk used.
Step-2
Develop the research plan
Collect the primary and secondary information.
Step: 3 Collect the Information
Step: 4 Analyze the Information
Step: 5 Present the Findings
Step: 6 Make the Decision
Table No. 1: -
Awareness about Cadbury Product
Awareness No. of Respondent PercentageYes 30 100%No 0 0%Total 30 100%
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Graph No.1: -
Table No.2: -
Discovery of Cadbury
Discover No of respondent PercentageAdvertisement 20 67%
Mouth publicity 2 6%Saw in the shop 5 17%
Other 3 10%Total 30 100%
Graph No. 2: -
Table No. 3: -
Product Line Prefer
Prefer No of respondent PercentageChocolate 15 50%Beverage 5 17%
Candy 7 23%
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Snacks 3 10%Total 30 100%
Graph No.3: -
Table No. 4: -
Consumption of chocolate
Consumption No of respondent PercentageDairy Milk 17 57%
Gems 4 13%Temptation 2 7%
5-Star 7 23%Other 0 0%Total 30 100%
Graph No. 4: -
Table No. 5: -
Purchasing of Cadbury product
Purchasing No of respondent PercentageOnce a week 18 60%Twice a week 3 10%Thrice a week 3 10%
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Regularly 6 20%Total 30 100%
Graph No.5: -
Table No. 6: -
Price Range
Economical No of respondent PercentageYes 29 97%No 1 3%Total 30 100%
Graph No.6: -
Table No. 7: -
Feature for Purchasing Cadbury
Feature No of respondent PercentageTaste 21 70%
Better Packing 5 16%Product Repntation 3 11%
Other 1 3%Total 30 100%
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Graph No.7:-
Table No. 8: -
Availability of Cadbury
Availability No of respondent Percentage
Very MuchAvailable 28 93%QuiteAvailable 2 7%HardlyAvailable 0 0%
Total 30 100%
Graph No.8: -
Table No. 9: -
Satisfaction with the Product
Satisfaction No of respondent Percentage
Yes 29 97%No 1 3%Total 30 100%
Graph No.9: -
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Table No. 10: -
Manufacturing & expiry date
Price No of respondent Percentage
Yes 13 43%No 17 57%Total 30 100%
Graph No.10: -
Table No. 11: -
Prefrence of the Product as Gift on Occasion
Gift No of respondent PercentageYes 19 63%No 11 37%Total 30 100%
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Graph No.11: -
Table No. 12: -
Comparistionwith other Products
Comparistion No of respondent Percentage
The Best 13 43%Better 15 50%Worse 2 7%Total 30 100%
Graph No.12: -
Table No. 13: -
Comparistionwith other Brand
Comparistion No of respondent Percentage
Nestle 14 46%Parle 6 20%Amul 9 30%Other 1 4%Total 30 100%
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Graph No.13: -
Cadbury Brands:
Chocolates
Snacks
Beverages
Candy
SNACKS:
Bytes
BEVERAGESBournvita
CANDY
Halls
CHOCOLATES
Dairy Milk
5 Star
PerkCelebrations
Temptation
Eclairs
Gems
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DAIRY MILK
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.
The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of
Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens &
adults.
Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie,
chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a
delightful combination of milk chocolate and white chocolate. Giving consumers an
exciting reason to keep coming back into the fun filled world of Cadbury.
Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.
5 STAR
the second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Star
moves from strength to strength every year by increasing its user base.
Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat
inside, Cadbury 5 Star has re-invented itself over the years to keep satisfying the
consumers taste for a high quality & different chocolate eating experience.
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One of the key properties that Cadbury 5 Star was associated with was its classic Gold
colour. And through the passage of time, this was one property that both, the brand and
the consumer stuck to as a valuable association.
More recently, to give consumers another reason to come into the Cadbury 5 Star fold,
Cadbury 5 Star Crunchy was launched. The same delicious Cadbury 5 Star was now
available with a dash of rice crispies.
PERK
Cadbury launched Perk in 1996. With its light chocolate and wafer construct, Cadbury
Perk targeted the casual snacking space that was dominated primarily by chips & wafers.
With the rise of more value-for-money brands in the wafer chocolate segment, Cadbury
Perk unveiled two new offerings - Perk XL and XXL. In 2004, with an added dose of
'Real Cadbury Dairy Milk' and an 'improved wafer', Perk became even more irresistible
CELEBRATIONS
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Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and
dry- fruits during festive seasons.
Cadbury Celebrations is available in several assortments: An assortment of chocolates
like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury
dairy milk chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut
butterscotch and caramels.
The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is
an exotic range of chocolate covered dry fruits and nuts in various flavours and the
premium dark chocolate range which is exotic dark chocolate in luscious flavours.
TEMPTATION
Cadbury Temptations is a range of delicious premium chocolate in five
flavours variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, Black
Forest and Old Jamaica.
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5. FORECASTING AND ESTIMATING DEMAND.
Survey of Buyers Intentions: In the FMCG products buyers taste and preferenceschanges in day to day life. So it is very important for the Cadbury dairy milk to beupto date with the consumers day to day changing choices. And survey of buyers
intention is one of the way of estimating the future demand of the product. In suchsurvey the Cadbury choclates prefer to ask questions like
How many times do you prefer to buy a Cadbury dairy milk in a week?what you think about price of Cadbury dairy milk?
Composite of Sales Force Opinions: In this type of forecasting, due to the impracticalsurvey of buyers interviewing, the Cadbury dairy milk may ask its various salesrepresentatives to estimate their future sales.
Expert Opinion: The Cadbury dairy milk also have a choice of estimating futuredemand on the opinion given by the experts including dealers, distributors, suppliers,
marketing consultants and trade associations.Past-Sales Analysis: The demand can also be estimated on the basis of past sales bythe Cadbury dairy milk. There are four components in the Time Series Analysis:trend, cycle, seasonal and erratic.
Market-Test Method: When the entire plan fails, a direct-market test is desirable. It isespecially desirable in forecasting new-product sales or established product sales in anew distribution channel or territory.
6. CONSUMER BUYING BEHAVIOR FACTORS AFFECTING TO CADBURY DAIRYMILK.
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All marketing starts with the consumer. So consumer is a very important person to a
marketer. Consumer decides what to purchase, for whom to purchase, why to purchase,
from where to purchase, and how much to purchase. In order to become a successful
marketer, he must know the liking or disliking of the customers. He must also know the
time and the quantity of goods and services, a consumer may purchase, so that he may
store the goods or provide the services according to the likings of the consumers. Gone
are the days when the concept of market was let the buyers beware or when the market
was mainly the sellers market. Now the whole concept of consumers sovereignty
prevails. The manufacturers produce and the sellers sell whatever the consumer likes. In
this sense, consumer is the supreme in the market.
As consumers, we play a very vital role in the health of the economy local, national or
international. The decision we make concerning our consumption behavior affect the
demand for the basic raw materials, for the transportation, for the banking, for the
production; they effect the employment of workers and deployment of resources and
success of some industries and failures of others. Thus marketer must understand this.
Preference (or "taste") is a concept, used in the social sciences, particularly economics. It
assumes a real or imagined "choice" between alternatives and the possibility of rank
ordering of these alternatives, based on happiness, satisfaction, gratification, enjoyment,
utility they provide. More generally, it can be seen as a source ofmotivation. In cognitive
sciences, individual preferences enable choice of objectives/goals.
The study of the consumer preference not only focuses on how and why consumers makebuying decision, but also focuses on how and why consumers make choice of the goodsthey buy and their evaluation of these goods after use. So for success of any company or product promotion it is very necessary to depart its concentration towards consumerpreference
Convenience: It is one type of consumer-goods classification. There are three types ofconvenience. Those are as follows:
1. Staple: These types of goods are purchased on a regular basis or once or twice in amonth. A planning may be required before purchasing such type of goods. But for
http://en.wikipedia.org/wiki/Taste_(sociology)http://en.wikipedia.org/wiki/Social_sciencehttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Happinesshttp://en.wikipedia.org/wiki/Gratificationhttp://en.wikipedia.org/wiki/Utilityhttp://en.wikipedia.org/wiki/Motivationhttp://en.wikipedia.org/wiki/Taste_(sociology)http://en.wikipedia.org/wiki/Taste_(sociology)http://en.wikipedia.org/wiki/Taste_(sociology)http://en.wikipedia.org/wiki/Social_sciencehttp://en.wikipedia.org/wiki/Social_sciencehttp://en.wikipedia.org/wiki/Social_sciencehttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Economicshttp://en.wikipedia.org/wiki/Happinesshttp://en.wikipedia.org/wiki/Happinesshttp://en.wikipedia.org/wiki/Happinesshttp://en.wikipedia.org/wiki/Gratificationhttp://en.wikipedia.org/wiki/Gratificationhttp://en.wikipedia.org/wiki/Gratificationhttp://en.wikipedia.org/wiki/Utilityhttp://en.wikipedia.org/wiki/Utilityhttp://en.wikipedia.org/wiki/Utilityhttp://en.wikipedia.org/wiki/Motivationhttp://en.wikipedia.org/wiki/Motivationhttp://en.wikipedia.org/wiki/Motivation -
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purchasing Cadbury dairy milk no such planning required, so it does not come understaple goods.
2. Impulse: These types of goods are purchased without any planning or search effort.Whenever we feel like buying them we can easily buy them. Similarly for purchasing
Cadbury dairy milk no planning required and we can easily find them anywherewhenever we need it. So the Cadbury dairy milk are Impulse goods.
3. Emergency: These types of goods are purchased when there is a need is urgent. But forbuying Cadbury dairy milk there is no such type of emergency. So Cadbury dairy milk donot come under Emergency goods.
7. IDENTIFY MARKET SEGMENT OF CADBURY DAIRY MILK.
Targeting a group of customers who share a similar set of needs and wants.
Segmenting Consumer Markets: There are basically four types of segmentation. Thoseare as follows:
Geographic
Demographic
Psychographic
Behavioral
Demographic Segmentation
Age and Life Cycle: Under this type of segmentation the buyers who mostlyprefer the Cadbury dairy milk comes under the age group of 4-50 years.
Gender: For purchasing Cadbury dairy milk gender doesnt matter. Cadbury dairymilk are for all types of persons whether male or female.
Income: The price of Cadbury dairy milk is reasonable and affordable. So aperson does not need to think much before purchasing it. They can easily buy itany time when they want to buy. The income of a person does not play animportant role in it.
Generation: Cadbury dairy milk will not be much affected by the generationdifferences. All types of peoples like to purchase the Cadbury dairy milk whenthey want to buy it.
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Behavioral Segmentation
Decision Roles: The decision role is played by the childrens and youngsters.They play an important role in taking the decision of when to buy the Cadburydairy milk.
Occasions: For purchasing the Cadbury daiy milk no special occasions are required.People can easily purchase it on regular basis also if they need it. Also occasions such asdiwali, rakshabandhan has lot increase in sales of dairy milk.
Benefits: Cadbury dairy milk is easily available anywhere when we need it. The supplychain of Cadbury dairy milk is very good. Also it a quality conscious. So there are twomain types of benefits given by Cadbury dairy milk are supply and quality.
User Status: There are mainly the regular users found in the user status of Cadbury dairymilk.
Usage Rate: The user rate is heavy in the behavioral segmentation of Cadbury dairy milk. Buyer-Readiness: There is mainly the intending to buy type of readiness status. Loyalty Status: There is mainly the absolute loyalty status. Attitude: There is an enthusiastic type of attitude of the buyers.
Segmenting for Business Markets
Demographic:
Operating Variable
Purchasing Approaches
Situational Factors
Personal Characteristics
Models of Sequential Segmentation
Stage of decision
First-time prospects
Novices
Sophisticates
Orientation
Price-oriented
Solution-oriented
Strategic-value
Steps in Segmentation Process
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Needs-based segmentation
Segment identification
Segment attractiveness
Segment profitability Segment positioning
Segment acid test
Marketing mix strategy
Effective Segmentation Criteria
Measurable
Substantial
Accessible
Differentiable
Actionable
8. SELECT BRAND ELEMENT OF Cadbury dairy milk.
Brand elements are those trademark able devices that identify and differentiate theBrand. Most strong brand employs multiple brand elements. Like Cadbury dairy milkhas the distinctive Any time crunchy, all time fresh slogan. There are certain typesof brand element listed below:
Brand names:
Slogans
Characters
URLs
Logos
Symbols
Brand Element Choice Criteria: There are following criteria for choosing brand element.
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Memorable: The brand element must be such that can be easily recalled andrecognized by the buyer like Cadbury dairy milk.
Meaningful: The brand element must be credible and suggestive of thecorresponding category. And Cadbury dairy milk have such type of meaningful
brand element. Likeability: Cadbury dairy milk has a most likable brand element by visually and
verbally both.
Transferable: A Cadbury dairy milk has such a brand element which will help it tointroduce a new product in the same or different categories. Its brand elementadds brand equity to the product of it.
Adaptable: Cadbury dairy milk brand element is easily adaptable and updatable.Cadbury dairy milk when launched the new flavors and new packing it was easilyaccepted by the buyers.
Protectible: The brand element of Cadbury dairy milk is legally protectible. Cadburydairy milk have a unique identity in the market, so it also has a competitiveprotectability.
Cadbury Case
Cadbury: The Brand Leader since setting up in Ireland >70 years ago
Undisputed market leader with a 48% SOM
The Cadbury Family Range
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Cadbury Case
Identify: Family Brand Names
Individual Brand Names
Combination Brand Names
How would you visually identify CadburyDairy Milk as a Megabrand?
Cadbury Case
The Cadbury Dairy Milk brand accounts for 33% of
Cadburys total chocolate sales Number one confectionery brand in the market
Cadbury made a strategic marketing decision: to leverage the value of the Dairy Milk brand (i.e. optimize the market
potential of the brand by elevating it to aMegabrandor range brand
Cadbury wished for The Cadbury Dairy Milk brand to bestretched to become its own family brand.
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Cadbury Case
Scope of the Megabrand products chosen for inclusion based on
compatibility with the brands identity. e.g. themoulded (blocks) chocolate brandswere includedas they were perceived as variants of Dairy Milk.
The core proposition of the new Dairy MilkMegabrand could be described as: delivering recipes for lifes upbeat occasions - i.e. no matter what
your humour or the occasion, Cadbury Dairy Milk will provide the
perfect accompaniment!
Cadbury Case
Cadbury uses a combination brand strategy.
The family brand, Cadbury is linked with itsfamous sub-brands, i.e. Cadbury Crme Egg
The family brand identity is firstlycommunicated by the packaging with theCadbury corporate purple colour and thedistinctive Cadbury script logo.
The sub brand is then distinguished by its ownindividual script.
LOGOS:-pappu pass hogaya
Kuch meetha ho Jae
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9. DEVELOP PRODUCT LIFE CYCLE OF CADBURY DAIRY MILK.
Products have limited life. Product sales passes through distinct stages, each posing different challenges,
opportunities and problem to the seller.
Profit raise and fall at different stages.
Product required different marketing, financial, manufacturing, HR and resourcestrategy in each life cycle stage.
INTODUCTION
GROWTH
10. HOW WILL BE CADBURY DAIRY MILK DIFFERENTIATED FROMCOMPETITORS IN THE MARKET?
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Product form: They were not sure of raising this huge money, but he is firm ofdoubling his brand size in the overseas markets. It shows that they were moreconscious towards brand size. They have also decided to change the physicalstructure of the product but already the product is so popular that they decided toreject this decision.
Features: The feature of Cadbury dairy milk is such which is not so easy for thecompetitors to copy it. It has an unique type of feature. The introduction periodfor introducing a new feature of Cadbury dairy milk is also very short.
Customization: Marketers can differentiate products by making them customizedto an individual but Cadbury dairy milk does have a customized product becausethey have a good brand element due to which they are able to sale the producteasily in the market. They have produced wowie for childrens,celebrations 4 gifts,
and also variety in cashew nuts, egg, eggless etc. Performance: There are mainly four types of performance levels- low, average,
high or superior. Performance quality is the level at which the products primarycharacteristics operate and Cadbury dairy milk has the highest level ofperformance quality.
Durability: The durability of the Cadbury dairy milk is very good. The product isable to survive under the stressful or natural conditions. But it should be takencare of refrigeration as milk will get spoiled if resists for long time in hotatmosphere.
Reliability: Cadbury dairy milk mainly has a reliable product. They were quitesure about the not malfunction or fail of their product within a specified timeperiod.
Style: It refers to the products look and feel to the buyers. In Cadbury dairy milkthere are different styles of packing and taste but then also there is no need to payan extra money.
.
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11. Develop a long term pricing strategy for an existing product. Choose an existingproduct and decide how you will change the price of the product during its life cycle. Usethe following questions to structure your written analysis.
a. At what stage in the life cycle is the product?
Cadbury dairy milk is presently at mature stage but with innovation of newproduct such as celebrations and bandhan it is now at growth stage.
b. What is its current price?
Current price charges for Cadbury dairy milk is rs.5, 10, 15,23,3
c. What price do its competitors charge?
Competitors of Cadbury dairy milk are perk,5 star,munch,bar one,nestle,kitkat .
They charge almost same price for same quantity.
d. What prices will you charge in the remaining stages of the product life cycle?
According to me price of Cadbury dairy milk should remain same as it isinnovative and in mature stage.if in future it happens that demand is decreasing orCadbury is facing some new competitor than it should reduce price by 1rs as tosustain in market.
e. What objectives will be accomplished this way? How?
In this way objectives such as brnad name and
12. DEVELOP MARKETING CHANNEL FOR Cadbury dairy milk.
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VISION.
Promotion of brands carrying mass franchise without compromise on quality ormargins.
Increasing the market depth including rural Indias coverage. (so far in case ofchocolates, rural areas are not covered)
Better product quality and packaging. All round efficient utilisation of tangible as well as intangible assets such as
brands and people
FUTURE GROWTH DRIVERS.
Present dominance in the chocolates market to be maintained. Average sales to grow at least at 20% p.a. for the next 3 years, volumes by at least
12% 1 new major product to be launched every year. Sugar confy. Share in sales mix to be enhanced through value added niche
products. With control over costs and reduction in relative depreciation charge for the year,
steadily increase margins
Marketing Mix:
Product Decision:
The main use of the product is to satisfy hunger and to taste something different. Here theavailability of the product is very high and awareness is very good among the people.However brand loyalty is very poor. It is a standard food in fasting. The product isavailable in following quantity packs.
13. WHICH TYPE OF DISTRIBUTION STRATEGY YOU SHOULD USE? WHY?
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Cadbury Dairy Milk, the flagship brand of Cadbury India, is set to sport a new
packaging.
With the finding ofworms in its chocolate bar by the state Food and Drugs
Administration, Cadbury India is working towards strengthening the packing ofthe Cadbury Dairy Milk range.
Over the next few weeks Cadbury will work towards introducing either a heat-
sealed or a flow-pack packaging that offers a high level of resistance to
infestation from improper storage.
Meanwhile, Cadbury India has announced a three-step strategic programme
involving the distribution chain and retail channels so as to ensure that the
product reaching the consumer is of high quality.
Called Project Vishwas, the programme aims at building awareness amongretailers about storage requirements for Cadbury products, assistance in
improving storage conditions at the retail end and strengthening packaging of the
Cadbury Dairy Milk range. This will be implemented immediately in Maharashtra
and will be extended nationwide thereafter.
Bharat Puri, managing director, Cadbury India, said, " We take seriously our
responsibility to give our consumers a product that adheres to high quality
standards. The three-step programme is a result of our discussions with
consumers, retail partners and the Food and Drugs Administration in
Maharashtra. We are confident that this will improve the consumers trust in our
products."Also, the company will reduce the bulk packaging from 60 bars to 22 bars. Each
bulk pack will be shrink-wrapped. This is expected to minimise the sale of loose
packs to the retail trade.
Over the next two weeks, a team of trained quality control managers along with
over 300 sales people will complete a thorough check of over 50,000 outlets
across Maharashtra that stock and sell Cadbury products.
The teams will conduct checks on storage facilities and Cadbury-supplied
chocolate dispensers and talk to owners and educate them about the appropriate
handling and storage of chocolates.As a precautionary measure, they will also replace questionable stocks
immediately, reducing significantly the chances of damaged products reaching
the consumer.
Manufacturer WarehousesDistributors Retailer
Consumer
Title Flow
http://www.rediff.com/news/2003/oct/03cad.htmhttp://www.rediff.com/news/2003/oct/03cad.htmhttp://www.rediff.com/news/2003/oct/03cad.htmhttp://www.rediff.com/news/2003/oct/03cad.htm -
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Manufacturer Distributor Retailer -
Consumer.
Payment
Manufacturer -- Bank - Distributor
Bank/cash
Retailer
Consumer
14. DEVELOP ADVERTISEMENT FOR DAIRY MILK.
Tagline:-MAKE SOMEONE FEEL SWEET TODAY
http://images.google.co.in/imgres?imgurl=http://littlegreenblog.com/wp-content/uploads/2009/03/cadbury-300x265.jpg&imgrefurl=http://littlegreenblog.com/blog/green-news/cadburys-dairy-milk-to-use-fairtrade-cocoa/&usg=__uRSD7VP6QNqF97npzbtzk0t93Q0=&h=265&w=300&sz=24&hl=en&start=8&um=1&tbnid=GqENSoWww7JQ6M:&tbnh=102&tbnw=116&prev=/images?q=celebrations+of+cadbury+dairy+milk&hl=en&um=1http://images.google.co.in/imgres?imgurl=http://www.giftskolkata.com/cele4.jpg&imgrefurl=http://www.giftskolkata.com/choc.htm&usg=__OSZ73Lpo7S2E1LpM_y1YDGtooqQ=&h=400&w=430&sz=11&hl=en&start=1&um=1&tbnid=qPE9zBSjUBTQiM:&tbnh=117&tbnw=126&prev=/images?q=celebrations+of+cadbury+dairy+milk&hl=en&um=1http://images.google.co.in/imgres?imgurl=http://www.vadodarayellowpages.net/images/celebrations1.jpg&imgrefurl=http://www.vadodarayellowpages.net/sweets.jsp&usg=__q9oiIoq9GYsWr4GN5IoxPeIcKos=&h=176&w=250&sz=17&hl=en&start=10&um=1&tbnid=RF6wcB2yCOrgdM:&tbnh=78&tbnw=111&prev=/images?q=celebrations+of+cadbury+dairy+milk&hl=en&um=1 -
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QUESTIONARE
Que1.DO YOU EAT CHOCLATES?
( )YES ( )NO
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Que2.Are You Aware of the Cadbury products?
( ) Yes ( ) NoQue3. How did you first discover the Cadbury products?
( ) Advertisement (Newspapers, TV, Magazines)
( ) Mouth publicity
( ) Saw in the shop
( ) Other
Que4.Which product line do you prefer most?
( ) Chocolates ( ) Beverages
( ) Candy ( ) Snacks
Que5. How much importance do you give to the following factors when you purchase achocolate? (Tick in the desired column)
Factors VeryImportant Important Normal LeastImportant None
Flavor/tastePriceQualityPackagingFormBrandImageColorShape
Quantity
Que6. How much are you satisfied with the following factors in your preferredchocolate? (Tick in the desired column)
Factors VerySatisfied
Satisfied Normal LeastSatisfied
Cant Say
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Flavor/tastePriceQualityPackagingForm
BrandImageColorShapeQuantity
Que7. Which form of a chocolate do you like?
Hard Nutties
Crunchy Chew
Que8. What pack do you purchase?
Small Big Family Pack
Que9. Which promotional offers attract you most?
Free gifts Price Offer Any other
Que10.Which of these factors affect your purchase?
Advertisement
Suggestion from friends and relatives
Attractive Display
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Doctors Advice
Brand Ambassadors
Ingredients
Que11. Which media of advertisement influence your purchase?
Television Newspapers Brochures
Hoarding Display
Que12. How frequently do you purchase chocolates?
Once in a fortnight Daily
Weekly Monthly
Quarterly
Que13. What according to you is the reasonable price of chocolate?
Below5 5-10 10-20
20.30 Above 30
Que14. If your preferred brand is not available for repeat purchase then what will you do?
Postpone your purchase
Switch over to other brand
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Go to the other shop to search for your preferred brand
Que15. If another brand of the same product appears in the market, will you prefer to stopbuying this brand and buy the new brand?
No, not at all I may consider
No, I shall not cant say
Que16. If you dont like to change to the new brand, then what are the reasons
for continuing to purchase the old brand?
PERSONAL DETAILS
Name:
Address:
Age:
Between 0-10 Between10-20
Between 20-30 Above 30
Gender:
Phone Number:
Marital status:
Education:
Profession:
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