Bba 2 Yr Cad Project

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A PROJECT REPORT

On

GOALS OF CADBURY

Submitted by

ABHISHEK SAINI

(04611301709)

In partial fulfillment of the requirements

For the reward of the degree

OF

BACHELOR OF BUSSINESS ADMINISTRATION

Under the supervision of

MRS RUCHI JAIN

BERI INSTITUTE OF TECHNOLOGY, TRAINING AND

RESEARCH

TIKRI KALAN, DELHI

(Affiliated to Guru Gobind Singh Indraprastha university)

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CERTIFICATE

I certified that this project report report titled GOALS OF CADBURY is bonafide workof MR. ABHISHEK SAINI who carried out the research under my supervision.

Certified further. That to the best of my knowledge the work reported herein does not

form art of any other project report or dissertation on the basis of which a degree or

award was conferred on an earlier occasion on this or any other candidate.

RUCHI JAIN

PROJECT GUIDE

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PREFACE

I feel previleged to work on the topicGOAL OF CADBURY and the summary of the

topic has been given below

In first section of the project I have discussed about the introduction of my project goals

of Cadbury

In second section I have discussed about the conceptual discussion meaning of goal

In third section I have discussed about the research methodology, from where I collect

the data

In fourth section I have discussed about about the findings and analysis, what I find after

making the project.

In fifth section I have discussed about the conclusion and suggestion of the project

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ACKNOWLIDGEMENT

The present work is an effort to throw some light on GOALS OF CADBURY. Thework would not have been possible to come to the present shape without the able

guidance, supervision, and help to me by number of people.

With deep sense of gratitude. I acknowledged the encouragement and guidance received

by my project supervisior Mrs RUCHI JAIN.

I convey my heartfull affection to all those people who helped and supported me during

the course, for completion of my project report.

ABHISHEK SAINI

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OBJECTIVE

The study of pricing of Cadbury different products and which techniques they use to

maximize the profit. We study the how Cadbury increase their profit by introducing new

product. We have done a comparison of Cadbury by its competitors. The place Cadbury

has in market. . We have studied the ongoing battle in the confinery market. What are the

difficulties, which Cadbury faces, in past year. So these are the objectives of the project.

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TABLE OF CONTENTS

CONTENTSPAGE NO.

PREFACE(iii)

ACKNOWLIDGEMENT(iv)

chapter- 1: Introduction

(1- 13)

1.1 Industry review21.2 Company profile41.3 Swot analysis81.4 Competetor analysis12

Chapter- 2: Conceptual discussion(14- 22)

2.1 Meaning of goal152.2 Goal setting152.3 Goal management in organization162.4 Types of goal18

2.5 Characterstics of goal20

Chapter- 3:Research methodology(23- 29)

3.1 Research design24

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3.2 Methodology253.3 Research framework253.4 Data source

263.5 Objectives of study29

Chapter- 4 Finding and analysis(30- 37)

4.1 Data analysis and findings37

Chapter- 5 Conclusion and suggestion

(38- 40)

5.1 Conclusion395.2 Suggestions40

Bibliography41

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CHAPTER 1

INTRODUCTION

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CHAPTER 1

INTRODUCTION

1.1 INDUSTRY REVIEW

Chocolate consumption in India is extremely low. Cadbury dominates the chocolate

market with about 70% market share. Nestle has emerged as a significant competitor with

about 20% market share. Key competition in the chocolate segment is from co-operative

owned Amul and Campco, besides a host of unorganized sector players. There exists a

large unorganized market in the confectionery segment too. Leading national players are

Parry's, Ravalgaon, Candico and Nutrine. MNC's like Cadbury, Nestle, Perfetti, are

recent entrants in the sugar confectionery market. Other competing brands such as

GCMMF's Badam bar and Nestls Bar One have minor market shares. Chocolate

consumption in India is extremely low. Per capita consumption is around 160gms in the

urban areas, compared to 8-10kg in the developed countries. In rural areas, it is even

lower. Chocolates in India are consumed as indulgence and not as a snack food. Indian

chocolate market grew at the rate of 10% pa in 70's and 80's, driven mainly by the

children segment. In the late 80's, when the market started stagnating, Cadburyrepositioned its Dairy Milk to any time product rather than an occasional luxury. Its

advertisement focused on adults rather than children. Cadbury's Five Star, the first count

chocolate, was launched in 1968. Due to its resistance to temperature, the chocolate has

become one of the most widely distributed chocolate in the country. In the early 90's,

high cocoa prices compelled manufacturers to raise product prices significantly. The

launch of wafer ,chocolates Kit Kat and Perk spurred volume growth in the mid 90's.

These chocolates positioned as snack food rather than on the indulgence platform

compete with biscuits and wafers. A strong volume growth was witnessed in the early

90's when Cadbury repositioned chocolates from children to adult consumption. The mid

90's saw the entry of new players like Nestle, which created categories like wafer

chocolate and spurred growth.

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Confectionery

Confectionery, processed food based on a sweetener, which may be sugar or honey, to

which are added other ingredients such as flavorings and spices, nuts, fruits, fats and oils,

gelatin, emulsifiers, colorings, eggs, milk products, and chocolate or cocoa.

Confectionery, usually called candy in the United States, or sweets in Great Britain, can

be divided into two kinds according to their preparation and based on the fact that sugar,

when boiled, goes through different stages from soft to hard in the crystallization process.

Typical of soft, or crystalline, candysmooth, creamy, and easily chewed are fondants

(the basis of chocolate creams) and fudge; typical hard, non crystalline candies are toffees

and caramels. Other favorite confections include nougats, marshmallows, the various

forms of chocolate (bars or molded pieces, sometimes filled), pastes and marzipan, cotton

candy (spun sugar), popcorn, licorice, and chewing gum. Records show that

confectionery was used as an offering to the gods of ancient Egypt. Honey was used as

the sweetener until the introduction of sugar in medieval Europe. Among the oldest types

of candies are licorice and ginger from the Far East and marzipan from Europe. Candy-

making did not begin on a large scale until the early 19th century, when with the

development of special candy-making machinery it became a British specialty. In the

U.S. the candy industry began to grow rapidly during the mid-19th

century with theinvention of improved machinery and a cheaper process for powdering sugar. In 1911 the

first candy bars were sold in baseball parks; by 1960 candy bars made up almost half of

U.S. confectionery production. By the 1980s annual world production of confectionery

totaled many millions of kilograms.

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1.2 COMPANY PROFILE

1.2.1VISION OF CADBURY

a) Governing objective: To deliver superior shareowner returns.

b) Priorities: Growth, efficiency capability

Growth: Their growthpriority is represented by the mantra Fewer, Faster, Bigger,

Better. They focus on number of advantaged global and regional brands, invest in getting

their new product developments into more markets faster, use joined up commercial and

marketing programmes to have a bigger impact and underpin the whole plan by executing

their initiatives better.

Efficiency: Their efficiencypriority recognizes that it is not enough to grow;they

must also be more profitable. They maintain a relentless focus on cost and efficiency by

reducing central functions and costs; consolidating their businesses and reconfiguring

their manufacturing and distribution. Their vision in to action will help increase their

margins to mid-teens by 2011 with the aim of delivering mid-term margins by 2011.

Capability: Their capability priority ensures they continue to invest in the right

organization and skills to win. They have simplified and strengthened their organization

to a pure-play confectionery business. They manage their commercial strategies on a

global basis through their three categories of chocolate, gum and candy and strong

functional leadership.

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1.2.2 Values of Cadbury

Their values are:

Performance: They are passionate about winning. They compete in a tough butfairway. They are ambitious, hardworking and make the most of their abilities. They are

prepared to take risks and act with speed

. Quality: They put quality and safety at the heart of all of their activities their

products, their people, their partnerships and their performance.

Respect: They genuinely care for their business and their colleagues. They listen,

understand and respond. They are open, friendly and they coming. They embrace new

ideas and diverse customs and cultures.

Integrity: They always strive to do the right thing. Honesty, openness and being

straight forward characterize the way they do business. They have clear principles and do

what they say they will do.

Responsibility: They take accountability for their social, economic and

environmental impact. In this way they aim to make their business, their partners and

their communities better for the future. Their Business Principles are their code of

conduct and also take account of global and local cultural and legal standards. They

confirm their commitment to the highest standards of ethics and business conduct

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1.2.3 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

(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 of what 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 are Cadbury 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.

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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 world

wide.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.

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1.3 SWOT ANALYSIS

Cadbury Schweppes was founded in the year 1831 by John Cadbury. Its revolutionized

cocoa started processing from the year 1866 onwards. This company originally merged

with Schweppes in 1969. Currently, this successful company is employing approximately

about 43,000 people worldwide. Today, Cadbury Schweppes is the world's fourth biggest

supplier of chocolate and sugar confectionery. One of its products, Dairy Milk was

introduced in 1905, and has become the most successful moulded chocolate in UK

history and the basic ingredient for many other Cadbury products. 95 years later, Dairy

Milk is one of the world's most famous brand names and the company's leading chocolate

bar by revenue. Sales from Cadbury's Dairy Milk alone are estimated at over 135

million for 1995. Cadbury considers its success is based on three factors: quality, value

for money and good advertising.

Aim: Apply SWOT analysis to Cadburys current situation and its position to enter a

foreign market It is important to investigate on the internal and external environmental

forces for the Dairy Milk in France. Relevant organizational and industrial information is

required for the development of a SWOT analysis. The analysis of the environment and

the consideration of the situational factors when designing marketing planning, is critical

as it would allow Dairy Milk to capitalize on organizational strengths, minimize anyweaknesses, exploit market opportunities and avoid any threats

Strengths

Cadbury would realize several possible advantages in going abroad. By penetrating a

foreign market the company could:

Maintain a stable growth of a company by maximizing the use of its production

capacity and thus increase economies of scale and scope. With its brand name, Cadbury could counterattack the competitors it faces in the

domestic market by attacking their domestic market.

Keep up with the financial strength by increasing its sales and profit, indeed the foreign

market could present higher profit opportunities than the domestic products.

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Acquisition rules in UK, reduce its dependence on the UK market and therefore

diversify its market specific risks.

Overall, Cadbury has been successful through the new products (development) it has to

offer.

Weaknesses

Generally, as Cadbury has a weak position in the US market, thus, need to change its

target to a different location. Besides its lack of distribution network, it also has a small

total of market share altogether. Therefore in order to market the product in France

successfully, Cadbury would have to find out on how it can improve in order to have

great performance. It is also good to find out what are the situations that they could avoid

in order to be successful. In order to market products the following issues should be

considered:

Total French production of chocolate bars and confectionary, which has increased by

24.5 per cent between 1988 and 1991, has slowed down in more recent years, partly due

to the economic slump.

Consumption of chocolate products, which has been growing until 1991, remained

fairly static in 1992, reflecting a fall in demand due to the gloomy economic situation.

Sales of milk chocolate bars, which account for 24 per cent by volume of total sales of

Opportunities

Through its confectionary product line, least to mention is to build viable positions in

Prioritized markets through organic growth and acquisition. Besides what is mention

above, Cadbury has other opportunities to have market development in Russia and China.

The Timeout Candy Bar market is growing worldwide. This company is also at the same

time distributing its products via the internet Develop Gourmet Line. Besides

developing the Low Calorie line of chocolates and sweets, they also offer the SugarFree sweets line. This has thus opened a completely Cadbury world in US. Therefore in

order to get the product into a new foreign market, France, Cadbury would have good

opportunities in store for them. Opportunities are as follows:

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In terms of political issues, France is an advanced parliamentary democracy and

politically is highly stable. The political power is centralized in the parliament, the Prime

Minister and the President. The country specific risk is negligible. France is a member of

the European Community and has excellent relations with the UK.

Economically, France has the fourth largest Gross Domestic Product in the world. It is a

first-world advanced market based economy. Despite a recent recession, its economy is

very strong and also highly deregulated in line with European Union policies. France

represents a very large potential market with a high standard of living and purchasing

power. The economy is highly open internationally and conducts a high percentage of

trade within its European partners.

With regards to its social situation, France has a broadly central/southern European

culture which has many similarities with the UK. However cultural differences do existand these must be considered when planning for the market.

France has a high technological level and a lot of industries are based in the

technological sector. This technological base constitutes one of Frances competitive

advantages

Threats

Due to its confectionary products, it is very important for Cadbury to be aware of any present or upcoming threats. The company should take note of the changes in the

consumers buying trend. It is perceived that consumers might shift from chocolates to

Healthy snacks. If this were to happen, there might be a poor product development

which would tarnish the Cadburys name. Needless to say price wars would occur

between its competitors like Mars, Hershey and Nestle. Due to the abovementioned, there

would be seasonal sales slumps all year round which will reflect to an increase in cost of

the raw materials needed. Cadbury would then have to be prepared for growth of small

local gourmet chocolates and regional candy manufacturers. However if Cadbury were to

market its products in France, the company has to be aware of the risks it could

encounter. It might:

Not understand foreign customer preferences and fail to offer a competitively attractive

Products

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Not understand the foreign countrys business culture or know how to deal effectively

with foreign nationals;

Underestimate foreign regulations and incur unexpected costs.

Threat of entry due to the competition growing through acquisition.

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1.4 COMPETITOR ANALYSIS

1.4.1NESTLE INDIA

Nestle India was promoted by Nestle Alimentana,Switzerland, a wholly owned subsidiary of Nestle

Holdings Ltd., Nassau, Bahama Islands. Nestle is

one of the oldest food MNC operating in India, The Swiss food giant has been in India

for 90 years, with six manufacturing plants, 3,500 employees and almost $500 million in

sales in 2002. Nestle has a presence in the following categories - Baby Food, Milk

products, Beverages (Coffee, malted beverage), Chocolates & confectionery and other

processed food products. Nestle forayed into chocolates & confectionery in 1990 and has

cornered a fourth share of the chocolate market in the country. Chocolates contributes

14% to Nestles turnover. It has expanded its products range to all segments of the

market. In fact, Nestle is the fastest growing company in chocolates in India. Nestle

achieved roaring success by grabbing the Rs 5 price point. From Jan Sep 05, Nestle

chocolates witnessed a growth of 14.8 per cent.

1.4.2 Amul (GCMMF)

The Rs 2,748-crore GCMMF is in chocolate segment

since quite some time. However, its market share is just

5% and the company did not look aggressive till

recently. Amul chocolates used to come in not so attractive packages and very little

marketing effort was seen. But things have changed and for good. Amul is now an

important player in this growing chocolate industry. It has firmed up its measures with

marketing and new product launches and revamping its packaging. Amul just recently

launched new chocolate brands in the market - Rejoice, Kite Bite and Nuts `bout You.Amul targeted various segments with its new product, including housewives from SEC A

and B households, caterers, bakeries, restaurants, biscuit manufacturers, ice-cream

parlours, and confectioners.

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1.4.3 CAMPCO (Central Arecanut and Cocoa

Manufactures and Processors Co-operative)

CAMPCO willingly took up the responsibility to enter the

cocoa marketAs a strategy for survival in the International

scene the CAMPCO played a major role in establishing a name for Indian Cocoa, which

hitherto had not been achieved. It procured cocoa pods from growers and adopting

scientific processing methods to market standards, released dry cocoa beans matching in

quality in the world market equal to that of Ghana, Brazil and other cocoa cultivation

nations. After entering into the Cocoa market, the Co-operative was able to export Cocoa

Beans worth Rs 40 million to European countries in the initial phase of operations. India

was not known as a Cocoa producer in the international Trading Community, since yearly

production was hardly 5 to 6 thousand tonnes which is not even 0.3% of the total world

consumption. Through sustained efforts CAMPCO has been able to ensure reasonable

prices to Cocoa growers. The Co-operative had to face the problem of a limited internal

market and unremunerative export market. With the setting up of the chocolate

manufacturing factory at Puttur, 50KM from Mangalore, the Co-operative has been able

to increase local consumption of cocoa based products and to export value added semi-finished products. With a view to creating a permanent demand and a steady market for

the beans

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CHAPTER 2

CONCEPTUAL DISCUSSION

CHAPTER 2

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CONCEPTUAL DISCUSSION

2.1 MEANING OF GOAL

A goal orobjective is a projected computation of affairs that a person or a system plans

or intends to achievea personal or organizational desired end-point in some sort of

assumed development. Many people endeavor to reach goals within a finite time by

setting deadlines It is roughly similar to purpose of aim, the anticipated result which

guides reaction, or an end, which is an object, either a physical object or an abstract

object, that has intrinsic value

2.2 GOAL SETTING

Goal-setting ideally involves establishing specific, measurable, attainable, realistic and

time-targeted objectives. Work on the goal-setting theory suggests that it can serve as an

effective tool for making progress by ensuring that participants have a clear awareness of

what they must do to achieve or help achieve an objective. On a personal level, the

process of setting goals allows people to specify and then work towards their own

objectives most commonly financial or career-based goals. Goal-setting comprises a

major component of Personal development. A goal can be long-term or short-term.

2.2.1 Short-term goals

Short-term goals expect accomplishment in a short period of time, such as trying to get a

bill paid in the next few days. The definition of a short-term goal need not relate to any

specific length of time. In other words, one may achieve (or fail to achieve) a short-term

goal in a day, week, month, year, etc. The time-frame for a short-term goal relates to its

context in the overall time line that it is being applied to. For instance, one could measure

a short-term goal for a month-long project in days; whereas one might measure a short-

term goal for someones lifetime in months or in years. Planners usually define short-

term goals in relation to a long-term goal or goals. and all of the people like to work and

work hard on there achievements.

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2.2.2 PERSONAL GOAL

Individuals can set personal goals. A student may set a goal of a high mark in an exam.

An athlete might run five miles a day. A traveler might try to reach a destination-city

within three hours. Financial goals are a common example, to save for retirement or to

save for a purchase. Managing goals can give returns in all areas of personal life.

Knowing precisely what one wants to achieve makes clear what to concentrate and

improve on, and often subconsciously prioritizes thatgoal. Goal setting and planning

("goal work") promotes long-term vision and short-term motivation. It focuses intention,

desire, acquisition of knowledge, and helps to organize resources. Efficient goal work

includes recognizing and resolving all guilt, inner conflict or limiting belief that might

cause one to sabotage one's efforts. By setting clearly-defined goals, one cansubsequently measure and take pride in the achievement of those goals. One can see

progress in what might have seemed a long, perhaps impossible, grind.

2.3 GOAL MANAGEMENT IN ORGANISATION

Organizationally, goal management consists of the process of recognizing or inferring

goals of individual team-members, abandoning no longer relevant goals, identifying and

resolving conflicts among goals, and prioritizing goals consistently for optimal team-collaboration and effective operations. For any successful commercial system, it means

deriving profits by making the best quality of goods or the best quality of services

available to the end-user (customer) at the best possible cost. Goal management includes:

Assessment and dissolution of non-rational blocks to success

Time management

Frequent reconsideration (consistency checks)

Feasibility checks

Adjusting milestones and main-goal targets

Morten Lind and J.Rasmussen distinguish three fundamental categories of goals related

to technological system management

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1. Production goal

2. Safety goal

3. Economy goal

An organizational goal-management solution ensures that individual employee goals andobjectives align with the vision and strategic goals of the entire organization. Goal-

management provides organizations with a mechanism to effectively communicate

corporate goals and strategic objectives to each person across the entire organization. The

key consists of having it all emanate from a pivotal source and providing each person

with a clear, consistent organizational-goal message. With goal-management, every

employee understands how their efforts contribute to an enterprise's success.

An example of goal types in business management:

Consumer goals: this refers to supplying a product or service that the

market/consumer wants

Product goals: this refers to supplying a product outstanding compared to other

productsperhaps due to the likes of quality, design, reliability and novelty

Operational goals: this refers to running the organization in such a way as to make

the best use of management skills

, technology and resources Secondary goals: this refers to goals which an organization does not regard as

priorities

2.4 TYPES OF GOALS

2.4.1 PHYSICAL GOAL

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These are the goals that are related to your physical well being and health. If you need

to loose weight, or improve your physical condition and health in some way, you will

need to set these goals

2.4.2 CAREER GOAL

Where do you want to be in your career five years from now, ten years from! In what

position you see yourself and what you will do to reach there, what kind of value

addition you will do to your skills, both hard and soft, will fall under career goals

2.4.3 FINANCIAL GOAL

When are you planning your retirement, what kind of house you want to live in, whatkind of car you want to drive, where you want to go for vacation, what kind of

education do you want to afford for your children? Answer to all these will depend on

you financial planning, and achievement of your financial Goal Setting

2.4.4 RELATIONSHIP & FAMILY GOAL

Relationships and your family are one of the biggest assets that you may have. How

will you improve your old friendships, and make new ones? What will you do for

your spouse, children, parents, greater family, so as to take these relationships to a

greater depth? It is worth it to set goals in this area to have a fulfilled life.

2.4.5 SELF DEVELOPMENT & SPIRITUAL GOAL

A person is like a fruit. As long as you are green you are growing. If you stop

growing you ripen and fall to ground. One of the greatest blessings of human life is

the lifelong ability to learn. So, keep learning, keep growing internally. Set goals for

improving your attitude, self image, faith etc. People those who are spiritually higher

enjoy better self image, better relationships, and more financial success as they have

stronger faith. Spiritual upliftment is an important purpose of all human life and one

should set goals in this area of self development

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2.4.6 PLEASURE GOAL

As the children of God it is your right to enjoy and have pleasure. Set goals for your

enjoyment and how you are going to spend time for yourself. Goals may be set for

entertainment, learning new art or for taking up new hobbies

2.4.7SOCIAL GOAL

More often your success will be measured by what you do for the society rather than

your personal achievements. As a human being it is your responsibility to give back

to society more than what you receive from it. Any goals that you set for this purpose

are Social Goals. If you look at the above goals carefully you will see that all these

goals are actually interdependent. For example how well you will do financially

depends on your progression in your career. Similarly your career, relationships will

depend on the level of your personal and spiritual development as well as your

physical well being. The type of pleasure that you will be able to afford and even

some of the relationships that you will enjoy will be dependent on your career and

financial situations. Of course you will not want to expand your family if you can not

afford it financially. So, while setting a goal, you should take into consideration

different aspects of your life. Then only you will be able to enjoy a balanced success.If you set goals that are only materialistic in nature, such as only career goals and

financial goals, while neglecting other goals in life, chances are that you will do well

in these two areas, but will be stressed out, burned out, and unhappy at that the end of

it. Here, I wish to make myself clear. I am not against accumulation of wealth, but in

its favour. Many, people say that too much money is bad, or money is evil. I do not

believe in it. Money is a great indices of success, and can bring immense joy. In this

material world it can give you power to help others, and do a lot of other things. It is

bad or evil when money becomes your god. It is evil, when you run after money, thus

sacrificing everything else that will ultimately matter, such as your values,

relationships, health and eventually mental peace. It is our attitude towards money

that can be good or bad, not money itself. This was about the types of goals. In the

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next pages I have tried to give you a clear guideline for setting goals and achieving

them

2.5CHARACTERSTICS OF GOAL

In order for the goals to be effective they should be SMART, i.e.Specific, Measurable

Attainable, Rewarding and Time bound. If any of these ingredients is missing, it will not

be possible for the goals to fulfill their purpose

2.5.1SPECIFIC

What is it that you want, from a particular goal? What you want to achieve? Everything

must be clearly specified. For example, you want to buy a car. It can not be goal if you

say any car will do. You have to be specific about the details such as the make, model,

color, interiors, and the price.

It is better to write them down and stick it on the wall or door of refrigerator or any place

where you can see it every time. If the goal has a picture, put it up. These specific details

program your sub-conscious mind, and your focus shifts from the obstacles to the efforts

that you can make to attain the goal

2.5.2MEASURABLEYou need to identify the quantifiable aspect of the goal. This way you will be able to

measure your progress, and actually remain motivated. For certain kinds of goalsyou may

not be able to measure the results, especially for relationship goals or spiritual goals, but

you can always record the activities that you are doing that will take you towards

thegoal

2.5.3ATTAINABLESetting goals that are unrealistic can actually have a negative effect rather than positive

one. It is good to stretch yourself a bit, so that you can grow more towards your potential,

but it must not be something that is impossible

Some people set goals, more to impress others. Many times people set to be real

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unattainable goals so that they can later blame their failure on the goal that was

impossible to start with. These kinds of unrealistic goals can lead to frustration. So, set

goals that may be difficult and challenging but not impossible

2.5.4REWARDING

You want to buy that dream car of yours. For that you are working hard and increasing

your income and savings. But why? Why do you want to buy that particular car? How

will you feel while taking out your family in it? The feeling that you get on achieving the

goal is the reward that will keep you motivated in face of challenges and obstacles and

prevent you from quitting. These rewards could be of different types based on the type of

goals discussed in last page. It could be positions in your career, material rewards based

on your financial well being, physical, spiritual, or relationships oriented

2.5.5TIMEBOUND

The final ingredient of SMART goal is that it must be time bound. It must not be too

short, as it will make the goal unattainable, and not be too much. Time is one of the

prices that you are paying for the goal, and you must give it time that the goal is worth.

Setting deadline will also insure you against procrastination and perfectionism. Based on

the time goals could be either Long term (10 to 25 years), medium term (5-10 years), orshort term (1-5 years). There will also be monthly goals, weekly goals and daily goals.

The bigger goals in the life must be set first and an action plan prepared to achieve them.

These bigger goals are usually the long terms goals or life goals. The action plan of these

long term big goals will contain smaller medium term goals with their own individual

action plans, which in turn will contain even smaller goals till they boil down to monthly

and daily goals. As the goals become smaller, you will see that they become more

specific and measurable. These smaller goals are extremely important as they keep you

on your toes and keep you moving towards the bigger and bigger goals in your life. These

small goals provide you daily motivation to persevere and help you to grow towards your

potential. When you consistently achieve your daily goals, you achieve monthly goals

automatically. When you achieve monthly goals, you will achieve your short-terms goals,

and then medium and in the end long term goals. However, goal setting is a continuous

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exercise. Long terms goals of today will become medium term tomorrow and medium

term will become short term.

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CHAPTER 3

RESEARCH METHODOLOGY

CHAPTER 3

RESEARCH METHODOLOGY

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It refers to the method adopted to collect the relevant data and other information, which

forms the basis of the thesis writing. So for the effective writing of the thesis report, the

data must be quality oriented. My research is divided into two stages:

3.1 RESEARCH DESIGN

In order to produce empirical evidence, data collection is necessary in a particular

location. The process of discovery requires primary as well as secondary data, which

have to be collected using appropriate methods and techniques, including household

surveys and rapid appraisal methods. The study included both "exploratory" and

"evaluation" analysis. An analysis was done using "with" and "without" project situations

in order to see the comparative advantages and disadvantages of alternative and

traditional energy technologies. With and without project situations refer to the areas

with and without project intervention by the Rural Energy Development Program(REDP) Additional primary data was gathered from key people such as women's group

leaders, community leaders, the village elders, energy development group,

promoters/facilitators, project staffs and professionals through using participatory

research methods. Efforts were made to avoid some data collecting errors such as

coverage error (not allowing every household in the study area to have an equal chance of

being sampled), sampling error (only some members being asked to provide

information), and measurement error (obtaining inaccurate answers to survey questions

due to unclear questions or instructions, tendency to provide socially acceptable answers,

and deliberately lying). Having an up-to-date household population list, random

sampling, indirect questioning and trust building with the respondents minimized these

errors. Before the field data collection took place at various levels, a considerable time

period was given to the literature review to build up the strong theoretical background of

the study. An in depth review of the literature helped to understand the issues of rural

energy, gender and energy issues, and interventions and sustainability in depth to identify

the position of other scholars in the field.

3.2 METHODOLOGY

Methodology is a way of thinking about and studying social reality and is a way to

systematically underneath the reasons behind the phenomenon. The methodology

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followed for conducting the study includes the specification of research design, sample

design, questionnaire design, data collection and statistical tools used for analyzing the

collected data.

3.3 RESEARCH FRAMEWORK

.

Incontrast the qualitative approach uses various participatory research methods, and small

case studies with an emphasis on a gender analysis framework. Information collected

through quantitative approaches was analyzed and interpreted using appropriate statistical

tools and techniques. Qualitative information was categorized according to groups of

parameters and interpreted in a descriptive way. I used the triangulation of methods in

order to avoid any biases in data sources such as household survey and participatory

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research methods and they were used in conjunction with the evidences supported

through the review of literature.

3.4 DATA SOURCE

3.4.1 Primary Data - The relevant information has been generated from the medium of

interviews. Interview had been very helpful in analyzing the information collected from

secondary data. The data that are still needed after that search is completed will have to

be developed specifically for the research project and are known as primary data. An

important source of primary data is survey research. The various types of

surveys (personal, mail, computer, and telephone), are described ahead. Experiments are

another important source of data for marketing research projects. Experiments areconducted in either a laboratory setting (most advertising copy pretests) or in a field

setting (test marketing). Electronic and computer technologies have revolutionized both

these environments,

3.4.2 Secondary Data- Secondary data represents information that already exists

somewhere, having been collected for another purpose. The secondary data that are

available are relatively quick and inexpensive to obtain, especially now that computerizedbibliographic search services and databases are available. The various sources of the

secondary data and how they can be obtained and used are described ahead. Most

secondary data are generated by specialized firms and are sold to marketers to help them

deal with a category of problems. Nielsens television ratings, which marketers use in

making advertising decisions, is the best-known example. Many of these services,

broadly categorized as audits, commercial surveys, and panels, allow some degree of

customization and thus fall between secondary and primary data. These sources are

treated in detail ahead. The secondary data sources that came to be utilized by me in

these were as follows-

I Internal Sources- Internal sources can be classified into four broad categories:

(a) Accounting records : The basis for accounting records concerned with sales is the

sales invoice. The usual sales invoice has a sizable amount of information on it, which

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generally includes name of customer, location of customer, items ordered, quantities

ordered, quantities shipped, dollar extensions, back orders, discounts allowed, date.

(b) Sales force reports: Sales force reports represent a rich and largely untapped

potential source of marketing information. The word potential is used because evidence

indicates that sales personnel do generally not report valuable marketing information.

Sales personnel often lack the motivation and/or the means to communicate key

information to marketing managers.

(c) Miscellaneous records: Miscellaneous reports represent the third internal data

source. Previous marketing research studies, special audits, and reports purchased from

outside for prior problems may have relevance for current problems.

(d) Internal experts: One of' the most overlooked sources of internal secondary data is

internal experts. An internal expert is anyone employed by the firm who has special

knowledge.

II. External Sources- External sources can be classified in to seven categories

(a) Computerized database: A computerized database is a collection of numeric dataand/or information that is made computer-readable form for electronic distribution.

(b) Associations: Associations frequently publish or maintain detailed information on

industry sales, operating characteristics, growth patterns, and the like. Furthermore, they

may conduct special studies of factors relevant to their industry. These materials may be

published in the form of annual reports, as part of a regular trade journal, or as special

reports.

(c) Government agencies: Federal, state, and local government agencies produce a

massive amount of data that are of relevance to marketers. In this section, the nature of

the data produced by the federal government is briefly described.

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(d) Syndicated services: A wide array of data on both consumer and industrial markets is

collected and sold by commercial organizations.

(e) Directories: Any sound marketing strategy requires an understanding of existing and

potential competitors and customers. Suppose you were asked to prepare a report on the

forest products industry, to aid your organization in developing a sales and marketing

approach to lumber manufacturers. A number of services and directories would prove

useful. A general industry directory such as Thomas Register ofAmerican Manufacturers

is a good starting place

(f) Other published sources: There is a virtually endless array of periodicals, books,

dissertations, special reports, newspapers, and the like that contain information relevantto marketing decisions.

(g) External expets: External experts are individuals outside your organization whose

job provides them with expertise on your industry or activity. State and government

officials associated with the industry, trade association officials, editors and writers for

trade and publications, financial analysts focusing on the industry, government and

university researchers, and distributors often have expert knowledge relevant to

marketing problems.

3.5 OBJECTIVES OF STUDY

1. The study of pricing of Cadbury different products and which techniques they use to

maximize the profit.

2. We study the how Cadbury increase their profit by introducing new product.

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3. We have done a comparison of Cadbury by its competitors.

4. The place Cadbury has in market.

5. We have studied the ongoing battle in the confectionery market.

6. What are the difficulties, which Cadbury faces, in past years.

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CHAPTER 4

FINDING AND ANALYSIS

CHAPTER 4

FINDINGS AND ANALYSIS

Percentage of people eating chocolate

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This pie chart shows that 74 % of the people eat chocolate which is actually very

exicting results for the companies especially for the Cadbury because it dominates almost

70% of the total confectionary market .only 26% of people do not eat chocolate.it is a

very good results which can really motivate the company to increase its production and

maximize its profit by selling more chocolates in the market.

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Different brands of chocolate that people usually eat

This diagram shows the interest of the people towards different brand. It reveals that

Cadbury is the most popular brand in the market. Most number of people prefer

Cadbury. It also indicates the nestle is the closest rival of Cadbury which has the

second highest sale after Cadbury. It isvery good result for the Cadbury as itmotivates the company to increase its production . so that its maximize its profit.

And continue to dominate in both domestic and international market.

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Number of the people which aware of the campaign of the brands

This is a pie chart which clearly reveals that how many consumers in the market are

aware of the different campaign which is currently going on in the market. It is quite sad

that only 54% percent people in the market are aware of the campaign and the remaining

people are not aware of such campaign. If company want to maximize its sale then it

really have to make the people aware of the following campaign. And make the people

knows about it product.

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Different product of Cadbury in the market that people likes

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C

adbury has many product in the market which they offers to the people. Some of them are

dairy milk, five star, fruit & nuts , perk and temptation. This diagram indicates that dairy

milk is the most popular brand among consumers . after dairy milk 5 star is the second

most popular product of the Cadbury and temptation is the third most popular product.

And then perk and then fruits & nuts .this indicates that Cadbury brand is most popular

among the consumers and the product they offers are also popular among the consumers.

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Availibility of Cadbury in the market

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Assort choco is 2.2%, Block choco is 10.9% and strips share is 1.1%. So this is the totalconfectionary segment share.

4.1 DATA ANALYSIS AND FINDING

After analyzing the data we came to conclusion that Cadbury is the most popular brand in

the market. It nearly dominates about 70% of the total confectionary market. . Nestle has

emerged as a significant competitor with about 20% market share. Key competition in the

chocolate segment is from co-operative owned Amul and Campco, besides a host of

unorganized sector players. There exists a large unorganized market in the confectionerysegment too. Even though nestle has 20% share in the market but still it is very far away

from Cadbury. Cadbury completely dominates the whole confectionary market. Whatever

product Cadbury made it is completely able to sell in the market. Because Cadbury

manufactures quality products.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, clairs and Celebrations.

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CHAPTER 5

CONCLUSION AND SUGGESTION

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CHAPTER 5

CONCLUSIONS AND SUGGESTIONS

5.1 Conclusion

Cadbury Schweppes prepares financial statements because: As a listed company, it is

legally required to do so. Cadbury Schweppes wants to communicate a true and fair

picture of the financial state of the company to its shareowners and external analysts.

The company values transparency and honesty and aims to reflect this is all its

communications, both internally and externally. Cadbury won the Communication of

Corporate Strategy Award at the PricewaterhouseCoopers 'Building Public Trust' awards

in 2005. This publicly recognized the high standards of the company's reporting: 'a highly

accessible overview of its short-term strategy, major markets and measurable Price plays

an important role in the purchase of a product like dairy milk they have introduced dairy

milk the most popular chocolate in Rs.5 also which is within the reach of every customer.Consumer prefers quality goods at lower price like Cadbury people just introduced bytes,

which is a snack, which is sweet. Consumer is loyal to brand so its necessary to pay

attention to the brand image. In todays world most of the people see the image of the

product and then purchase it. So its necessary to make an image in market. Consumer

prefers those goods whose advertisements are shown on television. Price should be

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according to the competitors price .i.e the price of Cadbury should be less or same as the

competitors price.

5.2 SUGGESTION

There should be difference in pricing strategy of Cadbury i.e. in term of rural and urban

areas. It should show more and more ad of the chocolates that it is offering. For Example,

Cadbury only emphasis on Dairy milk chocolate the most and not the other products. It

should introduce different schemes like giving mask to the children with their product to

attract children the most. The packaging of the Cadbury product should be made more

attractive so that more and more people attractive towards it. Every customer likeschanges if not they get used to it but they should take risk.

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BIBLIOGRAPHY

www.cadburyindia.a.com

www.findarticles.com

www.cadbury.co.uk

www.economictimes .com

www.wikipedia.org

Documents

Bba 2 Yr Cad Project