RESEARCH PROJECT

A Survey on Repositioning of Brand “Cadbury”

SUBMITTED BY:

Rajib Roy

ROLL NO. 821170320

MBA (Marketing)

For the fulfillment of MBA COURSE under

Punjab Technical University

1

Acknowledgement

My sincere gratitude to BRAINWARE BUSINESS SCHOOL for providing me an opportunity to do this project to the best of my ability.

I would like to thank my faculties of BRAINWARE BUSINESS SCHOOL, whose guidance and support provided useful insights and helped me to undertake this study in an objective manner.

I would like to thank Prof. Saibal SEN, subject teacher of my Project Evaluation and Implementation and my institute BBS as a whole.

2

Contents Introduction ……………………….…………………04

Company Overview……………...………………….. 05

Main Operations ….………………………….. 05

Brand building ………………………………… 06-09

Other brands of Cadbury ……………………… 10-15

Advertisement ………………………………… 16-17

Objective .………………………………………….18

Methodology ………………………………………..19

Analysis from survey……………..………………. 20-22

Recapitulation ………………………………… 23-24

Conclusion ………………………………………….24

Appendix ………………………………………25-26

Bibliography ………………………………………..27

3

INTRODUCTION TO CADBURY

GEORGE CADBURY FOUNDER OF THE TRUST 1839 - 1922

Cadbury is a leading global confectionery company with an outstanding portfolio of

chocolate, gum and candy brands. We create brands people love - brands like

Cadbury, Trident and Halls.

Our heritage starts back in 1824 when John Cadbury opened a shop in Birmingham

selling cocoa and chocolate. Since then we have expanded our business throughout

the world by a programme of organic and acquisition led growth. On 7 May 2008,

the separation of our confectionery and Americas Beverages businesses was

completed creating Cadbury plc with a vision to be the world's BIGGEST and

BEST confectionery company.

4

PROFILE OF CADBURY

Type Confectionery

Founder George Cadbury

Current owner Cadbury plc

Country of origin United Kingdom

Introduced 1905 Related brands Cadbury products

Markets World Website www.cadbury.co.uk

COMPANY OVERVIEW

Cadbury is a leading global confectionery company with an outstanding portfolio

of chocolate, gum and candy brands. We employ around 50,000 people and have

direct operations in over 60 countries, selling our products in almost every

country around the world.

In India, Cadbury began its operations in 1948 by importing chocolates. After 60

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 (NewDelhi, Mumbai, Kolkota and Chennai). The

corporate office is in Mumbai.

Operates in five categories

Chocolates

Gum category

Snacks

Milk Food Drinks

Candy

5

BRAND BUILDING OF Cadbury 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 pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they

think of Cadbury Dairy Milk.

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. Recently,

Cadbury Dairy Milk Desserts was launched,

specifically to cater to the urge for 'something

sweet' after meals.

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.

Cadbury Dairy Milk has been the market leader

in the chocolate category for years. And has

participated and been a part of every Indian's

moments of happiness, joy and celebration.

Today, Cadbury Dairy Milk alone holds 30%

value share of the Indian chocolate market.

6

In the early 90's, chocolates were seen as 'meant

for kids', usually a reward or a bribe for children.

In the Mid 90's the category was re-defined by

the very popular `Real Taste of Life' campaign,

shifting the focus from `just for kids' to the `kid

in all of us'. It appealed to the child in

every adult. And Cadbury Dairy Milk became

the perfect expression of' spontaneity' and' shared

good feelings'.

The 'Real Taste of Life' campaign had many memorable

executions, which people still fondly remember. However, the one with the "girl

dancing on the cricket field" has remained etched in everyone's memory, as the

most spontaneous & un-inhibited expression of happiness.

This campaign went on to be awarded 'The Campaign of the Century', in India at

the Abby (Ad Club, Mumbai) awards.

In 80’s Brand was considered as a surrogate of parental affection for their children.

The chocolate goodness (appetite appeal) was being harnessed CDM positioned as

‘The perfect expression of parental love’ ‘Sometimes a Cadbury can say it better than

words’

In the late 90's, to further expand the category, the focus shifted towards widening

chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane

Ka Bahana Chahiye' campaign. This campaign built social acceptance for chocolate

consumption amongst adults, by showcasing collective and shared moments.

To increase category relevance, give consumers a taste of life the Cadbury Dairy Milk way - real,

Fun and free Integrate the "real" chocolate of Cadbury Dairy Milk to "real" feelings. Cadbury Dairy Milk- The chocolate for the kid in all of us.

7

The Communication The Real Taste of Life.

Then Position Cadbury Dairy Milk as the chocolate meant for everyone Chocolate = Cadbury Dairy Milk

Creative Idea You don’t need any special reason to eat Cadbury Dairy Milk

Moreover the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy

Milk with celebratory occasions and the phrase

"Pappu Pass Ho Gaya" became part of street

language. It has been adopted by consumers and

today is used extensively to express joy in a

moment of achievement / success. The

interactive campaign for "Pappu Pass Ho Gaya"

bagged a Bronze Lion at the prestigious Cannes

Advertising Festival 2006 for 'Best use of

internet and new media'. The idea involved a tie-

up with Reliance India Mobile service and

allowed students to check their exam results

using their mobile service and encouraged those

who passed their examinations to celebrate with

Cadbury Dairy Milk.

The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best

Integrated Marketing Campaign and Gold in the Consumer Products category at

the EFFIES 2006 (global benchmark for effective

advertising campaigns) awards.

More recently positioned itself as a replacement for sweet.

“Khush hai zamana aaj pehli tareek hai,Meetha hai khana aaj pehli tareek hai.

8

CADBURY COLLABORATE AND WORK AS TEAMS TO CONVERT PRODUCTS INTO BRANDS

OTHER BRANDS OF CADBURY

Chocolate

5-star.

9

Chocolate lovers for a quarter of a century have indulged their taste buds with Cadbury 5 Star. A leading knight in the Cadbury portfolio and the second large starter 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.

PERK.

A pretty teenager; a long line and hunger! Rings a bell? That was how Cadbury launched its new offering; Cadbury 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 a catchy jingle and tongue in cheek advertising, this 'anytime, anywhere' snack zoomed right into the hearts of teenagers.

Raageshwari started the trend of advertising that featured mischievous, bubbly teenagers getting out of their 'stuck and hungry' situations by having a Cadbury

Perk. Cadbury Perk became the new mini snack in town and its proposition “Thodi si pet pooja" went on to define its role in the category.

CELEBRATIONS. Cadbury Celebrations was aimed at replacing Traditional gifting options like Mithai and dryfruits 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

10

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 flavors and the premium dark chocolate range which is exotic dark chocolate in luscious flavors.

Cadbury Celebrations has become a popular brand on occasions such as Diwali, Rakhi, Dussera puja. It is also a major success as a corporate gifting brand.

The communication is based on the emotional route and the tag line says "rishte paknedo" which fits with the brand purpose of strengthening your relationships with something sweet.

GEMS.

Till 2007, Gems was largely speaking to younger kids (less than 8 years of age). While Gems became very popular amongst this age

group, kids crossing this age seemed to be growing out of it. With the intent of also appealing to older Kids (aged 8-12 years) while being relevant to younger kids, Gems launched Subru communication in 2008. Subru increased the fan following of Gems in older Kids and turned out to be a very successful campaign.

11

ECLAIRS

In India, Cadbury Dairy Milk Eclairs has been the most preferred brand inthe Eclairs category for years and has always been a favorite with consumers.

Eclairs advertising over the years has talked about the mesmerizing taste

of Eclairs because of the Cadbury Dairy Milk

chocolate it contains at its center. The 'Kar De Dil Pe Jadoo' campaign illustrated

this in a youthful college context. The Eclairs Crunch variant has also had an encouraging

response from both teens and pre-teens.

Currently, the chewy and the crunchy variants

are both enjoyed by the Eclair consumer.

BOURNVILLE

On October 2008, Cadbury re-launched its Bournville brand of dark chocolates in India. Relaunched- because the brand has been in Indian market for over 30 years.

12

But this brand was neglected. Bournvilla is being positioned as the finest dark chocolate. The brand is currently promoted as the category innovator.

The brands says that one has to EARN this chocolate and not just buy it , referring to the quality of this chocolate. Bournville is targeting not all customers. This brand is for those who love chocolates. The brand is aiming the 20-30 yr old SEC A segment. Because this product tastes differently from ordinary milk chocolates, the brand will appeal to a select niche.

SNAKs

Cadbury Bites.

Cadbury Bytes was launched in 2004-05 as Cadbury's foray into the rapidly growing packaged snack market.

Cadbury Bytes is positioned as the 'only sweet snack' in the world of salty snacks. The proposition we have arrived at is "Snacking ka meetha funda", where we take a pot-shot at other snacks, by saying `Har snack namkeen nahi hota'. The product is all about breaking a cliché and teenagers identify with breaking stereotypes. The new commercials- 'Tommy' and 'Villain', talk about breaking the stereotype.

BEVERAGES

Bournvita.Cadbury was incorporated in India on July19th 1948 as a private limited Company under the name of Cadbury-Fry (India).Cadbury Bournvita was launched during the same year.

It is among the oldest brands in the Malt Based Food / Malt Food

13

category with a rich heritage and has always been known to provide the best nutrition to aid growth and all round development.

Throughout it's history, Cadbury Bournvita has continuously re-invented itself in terms of product, packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 50 years.

CANDYHalls.

Halls accounts for 50% of international cough drop sales and is the leading sugar confectionery brand in the world. In 1930’s,the Hall brothers invented its Mentho-Lyptus formula, using a combination of menthol and eucalyptus, and began producing cough drops. The cough drops were introduced into the US during the mid-1950s.Warner-Lambert recognized the potential of the product and acquired Halls in 1964. In 1971, Warner Lambert began selling Halls under the Adams family, and the first national television campaign was aired in the US & the results were a resounding success.

GUMSBubbaloo.Cadbury India has expanded its confectionary portfolio in 2007 by foraying into the Bubble gum category with the launch of Bubbaloo Bubblegum- a successful bubblegum brand from its international portfolio.

Bubbaloo is an innovative soft bubblegum with a centre filled liquid.

14

It is filled with a high level of a great tasting fruit flavored liquid that floods your mouth instantly. Bubaloo is currently available in two yummy flavors- Strawberry & Mixed Fruit. The communication focuses on the "fun filled liquid centre" of Bubbaloo and is anchored by

“Bubba- the cat”, the international mascot for the brand Bubbaloo.

ADVERTISEMENTS OF CADBURY

Dairy Milk has always tried to keep a strong association with milk, with slogans such as "a glass and a half of full cream milk in every half pound" and advertisements that feature a glass of milk pouring out and forming the bar.

A campaign for the Fruit & Nut variety ("everyone's a fruit and nutcase") was

particularly memorable and featured the writer, radio and television personality

Frank Muir.

15

On 9 March 1976, American singer Neil Diamond performed a concert

televised throughout Australia

during which he did a

humorous live

commercial for Dairy

Milk. This concert,

including the ad as a

bonus selection, was

released on DVD on 1

July 2008.

16

Objective of the study

1) To review the brand repositioning strategies of sub brands of Cadbury in India.

2) Factors that lead to successful brand Cadbury.

3) To study consumer awareness & perception about the brand repositioning strategies of Cadbury.

4) How Cadbury has expanded its target market from kids.

Philosphy: In India Cadbury has believed in this quote “Life full of Cadbury, Cadbury full of Life “by taking below points in to account:

1) Performance of product.

2) Quality

3) Understanding business & colleagues

4) Integrity

17

Methodology Used

Population in which I have done my survey is the Kolkata metropolitan area.

The sample size was 30.I have taken selection sampling technique to choose the sample

from population.Questionnaire formation and collection of data from the sample size,

analysis of the collected data using Pie-chart & Bar chart.

The relevant data was collected from secondary sources i.e. Internet. For detailed analysis Cadbury India’s portal was studied extensively. Also other source of information about Cadbury was referred from Internet.

18

ANALYSIS FROM SURVEY

FACTS AND FINDINGS

BRANDED & NON-BRANDED CHOCOLATE MARKET

From the above chart, it can be shown that majority of market is being hold by branded companies.

MARKET LEADER S IN INDIAN CHOCOLATE INDUSTRY

19

This graph shows the market leader is Cadbury.

CHOCOLATE CONSUMPTION STRUCTURE

The pie chart reveals that the consumption of chocolate is specifically large is children and young groups.

20

CHOCOLATE CATEGORY WISE DIVISION

From this graph, we can conclude within chocolate products, bar chocolate has major share.

DIFFERENT BRAND PERFORMANCE OF CADBURY

21

Within Cadbury product, Dairy Milk has most popularity.

POSITIONING OF CADBURY

People conceive Cadbury as “some Good feelings”, not just a chocolate, which shows it has made a brand name which is beyond a product.

Recapitulation

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%

One new major product to be launched every year.

With control over costs and reduction in relative depreciation charge for the

year, steadily increase margins.

Confectionery Industry

22

The confectionery industry in India is approximately divided into:

Chocolates

Hard-boiled candies

Eclairs & toffees

Chewing gums

Lollipops

Bubble gum

Mints and lozenges

The total confectionery market is valued at Rupees 41 billion with a volume turnover of about 223500 tonnes per annum. The category is largely consumed in urban areas with a 73% skew to urban markets and a 27% to rural markets.

Hard boiled candy accounts for 18%, Eclairs and Toffees accounts for 18%, Gums and Mints and lozenges are at par and account for 13%. Digestive Candies and Lollipops account for 2.0% share respectively.

Overall industry growth is estimated at 23% in the chocolates segment and sugar confectionery segment has declined by 19%. Cadbury with Dairy Milk, Perk, Gems, 5 Star, Celebrations, Bytes, Dairy Milk Eclairs, Eclairs Crunch, Mr. Pops & Halls brands is a key player in the chocolate, Eclairs, lollipops, and mints segments.

Conclusion:

As repositioning is one of the complex activities in the branding. Cadbury has been doing it since long & is very successful in repositioning itself from a chocolate of kids to a salary day sweet, a moment of great feelings & a great gift also.

23

APPENDIX

A questionnaire for the survey of market of Brand Cadbury.

Date:

Respected sir/madam,

I, Rajib Roy, an MBA student of BRAINWARE BUSINESS SCHOOL, KOLKATA, WB, doing my Final Research Project, so I will request you to fill up this questionnaire to complete my project.

Personal information:

Name:

Age: Below 10 10-15 15-20 20-30 30 above

1. What kind of chocolate do you like?

(A)Branded (B) Non-branded

2. If you like branded, which brand you like most?

24

(A)Cadbury (B) Nestle (C) Amul

3. Who eat chocolate in your family?

(A)Children (B) Young adults (C) Adults (D) Old

4. What is the frequency of purchasing chocolate?

(A) Daily (B) Weekly (D) Fortnightly (E) Occasionally

5. What form of chocolate do you like?

(A)Wafer chocolates (B) Bar (C) Panned chocolates (D) Lollypop

6. What do you think CADBURY as a product?

(A) Chocolate (B) Some Good feelings (C) A Great gift

7. Which CADBURY brand you like most?

(A) Dairy milk (B) Éclairs (C) 5-Star (D) Gems (E) Celebration (F) Bourneville

8. What’s your feeling with the product of Cadbury?

(A)Highly satisfied (B) Satisfied (C) Less satisfied (D) Not satisfied

Thank You

25

BIBLIOGRAPHY

WEBSITES:

1. www.cadburyindia.com

2. www.google.com

3. www.marketresearch.com

BOOK:

Kotler, Philip, marketing management,10th edition,prentice-hall of india,new delhi,1999.

26