CONTENTS1. INTRODUCTION TO THE STUDY 01 Introduction of Cadbury
History and development of Cadbury Introduction of Nestle Objective
of study 2. PRODUCT PROFILE 08 Cadbury product Market segmentation
3. METHODLOGY 114. DATA ANALYSIES AND INTERPRETION 125. CONCLUSION
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APPENDIX 23 QUESTIONNAIRE BIBLOGRAPHY
INTRODUCTION
INTRODUCTION
The Cadburys Inc has taken the opportunity to offer us a broader
view of chocolate category. The Cadburys, Indias no.1 Chocolate, is
able to share their market insights based upon unparalleled breath
of chocolate experience.Cadbury has grown from strength to strength
with new technologies being introduced to make the Cadbury
confectionary business, one of the most efficient in the world. The
merger in 1969 with Schweppes and the subsequent development of the
business have led to Cadbury Schweppes taking the lead in both, the
confectionary and soft drink market and becoming a major force in
the international market. Cadbury Schweppes today manufactures
product in 60 countries and trades in staggering 120. The Cadbury
story is a fascinating story of a family business that grew in one
of the biggest, most loved chocolate brand in the world. This
project is a sincere effort to study the buying behavior of
consumers when they buy chocolates. A descriptive research
procedure had been applied to come to the conclusions of the
project.A detailed questionnaire had been prepared and the
responses of the samples had been collected for the analysis. The
project later concluded with analysis of the responses keeping the
limitations under consideration.
The legend called Cadbury
1824 A business was opened in 1824 by a young Quaker, John
Cadbury, in Bull street Birmingham which was to be the foundation
of Cadbury Limited, now one of the worlds largest producer of
chocolate.1831 By this year the business had changed from a grocery
shop and John Cadbury had become a manufacturer of drinking
chocolate and cocoa. This was the start of Cadbury manufacturing
business as it is known today. A larger factory in Bridge Street
Birmingham was rented in 1847, John Cadbury was joined by his
brother Birmingham and the business became Cadbury Brother of
Birmingham.1861 John Cadbury resigned his business and handed over
to his sons, Richard, 25 and George, 21 who after 5 difficult years
almost shut down the business to take up other vocation.
Fortunately for generation of chocolate lovers, they didnt.1866 Saw
a turning point for the company with the introduction of a process
for pressing the cocoa butter from the coca beans. This not only
enabled Cadbury Brothers to produce pure coca essence, but the
plentiful supply of coca butter remaining was also used to make new
kind of eating chocolate. The essence was advertised as Absolutely
pure, therefore best.1879 Business prospered from this time and
Cadbury Brother outgrew the Bridge Street factory, moving in 1879
to a Greenfield site some miles from the center of Birmingham which
came to call Bourneville. The opening of the Cadbury factory in a
garden also heralded a new era in industrial relations and employee
welfare with joint consultation being just one of the introduced by
the pioneering Cadbury Brothers. 1899 In this year the business
private limited company Cadbury Brothers Limited. Progress since
the start of the century through the inter war years onwards has
been rapid. Chocolate has moved being a luxury item to well within
the financial reach of everyone.1905 Cadbury has many famous brands
with one of major success story being Cadburys Dairy Milk chocolate
launched in 1905, today Britains favorite moduled chocolate bar.
Cadbury today is the market leader in the U.K chocolate
confectionary market, employing the most advanced processing
technology and management information and control techniques. The
company is the confectionary division of Cadbury Schweppes plc
which is major force in the confectionary and soft drinks
international market. World - wide Cadbury is one of the pre
eminent names in confectionary with impressive range of famous
brands.Cadburys Dairy Milk StoryChocolate has been enjoyed by
successive generation since the manufacturing process was developed
in the Victorian Times. Good chocolatiers is an art form depending
on recipe traditions, which have grown over the years. Chocolatiers
have use their skills to make balanced recipe in which all the
ingredients combine to produced chocolate with all the
characteristics that enable full delicious taste to be enjoyed by
the consumers.By todays standards the first chocolate for eating
would have been considered quite unpalatable. It was the
introduction of the Van Houten cocoa press from Holland that was
the major breakthrough in the chocolate production as it provided
extra cocoa butter needed to make a smooth glossy chocolate.
Cadburys Milk Tray 1915Milk Tray has maintained its popularity
in the changing world since the milk chocolate assortment made with
the famous Cadburys Dairy Milk chocolate was first introduced in
1915. The name tray derived from the way in which the original
assortment was delivered to the shops. Originally Milk Tray was
packed in five and as half pound boxes, arranged on trays from
which it was sold loose o customers. The half pound deep lidded box
with the traditional purple background and gold script was
introduced in 1916, followed by one pound box in 1924.With its
stylish, without frills presentation Milk Tray was the assortment
for everyday, not just special occasion and it represented the best
buy in the chocolate for millions of people. The pack design has
been regularly updated and the assortment itself has changed in
line with consumers taste and preferences. By the end mid thirties
the Cadburys Milk Tray assortment outsold all its competitions and
today it is still one of the most popular boxes of chocolates in
this country.
The secret of Cadburys successWhat is the secret of Cadburys
continuing success first theres the careful selection of the finest
coca beans from west Africa, as well as tasty hazel nuts from
Turkey and the fine sheet and choicest natural ingredient available
to us anywhere. Finally theres skillful marketing Cadbury always
takes extreme care in selecting and marketing the right range of
product in every cause.The right product, the right partners, the
right marketing, the promotional back up and the right employees.
These are the ingredients in Cadburys latest recipes for
success.Right from the stand Cadbury Dairy Milk Chocolate success
has been based on 3 factors:- Quality Value for money
Advertising
OBJECTIVE OF THE PROJECTFollowing are the some of the main
objective of our report:
Analyze the buying behavior of consumers regarding chocolate.
Comparative study of Cadbury chocolate in the market with its main
competitors. To study about the customer taste and preference in
the confectionary item. To find out the market share of the
different competitors in theChocolate industry. And also to find
out the satisfaction level of customer about their product. To find
advertisement effect consumer buying behavior. To find which
promotion scheme affect more.
This report gives the help to the marketers for analyzing the
different opportunities in the chocolate industry.
Cadbury Product1. Dairy Milk 2. 5 Star 3.Perk
4. Celebration
5. Temptation
Cadburys Market SegmentMarket place for any product is comprised
of many different segments of consumers, each with different needs
and wants. Markets segmentation can be defined in a number of ways
such as: Demographic variables (e.g. Consumers are groups, gender,
material states income etc) The lifestyle of consumers (i.e. their
interests and activities) the benefits which consumers look for in
a product or on the occasions when the product might be consumed.
Cadbury takes into account all these factors when producing a range
of products. It targets different segments within the market, such
as the. Break segment products which are normally consume as a
snatched break and often with tea and coffee, for example Cadburys
Perk and snack range. Impulse segment these products are often
purchase on impulse, eating these and then. They include product
such as Cadburys Dairy Milk. Take home segment this describes
product that are normally purchased in supermarkets, taken home
consumed at a later stage.
To meet the objectives of our project, we segmented the market
on the basis of age and focused on age group 5 o 35 yrs.The Real
Taste of Life CampaignThe very first ad in the campaign in 94 was
block Buster. It depicted the essence of one and a half glass of
milk pouring in to a boy Dairy Milk unique glass and half in to a
chunk icon shows the glass and a half of full cream milk flowing in
to the chunk of dairy milk conveying the deliciousness and taste
appeal of the gooey, creamy, smooth chocolate inside the pack that
children like. The mnemonic of 1 glass reached to consumer through
every magazines, poster, T.V, newspaper.The second ad was montage
of vignettes from everyday lives of young and old which focused on
showing a series of emotions. The ad created a being out the child
in the man created to bring out the child in the. The old man
kicking the football, the pregnant women craving chocolate, young
girls breaking into a spirit, the young man tossing a bar chocolate
at his sweet heart departing into a bus. The common refrain linking
them was the adult in a free child mode spottiness, impulsive and
carefree.The ad was protested among adults trough focus groups. The
ad received an overwhelming response. It was high on likeability,
evoked a great degree of empathy and identification consumers
response were those me Feel like that.. Every feels like
this..accessions. Consumers described dairy milk as of all agesEat,
when ever you feel like ityou do not have to wait for an
occasion.Dairy Milk had successfully enabled the free child in the
consumer subsequent adverting used the same communication
strategy.In other words, the commercial was meant to make him smile
at first-and only then realize the import once of the message,
which is where the comprehension had to be tested. What was clear
in this case was that likeability would have to include
identification and feeling warmth. The New CampaignAnd finally,
with the launch of the new colloquial advertising campaign
Khaannein Wallon Khaannein Ka Bahana Chahiya featuring MTV VJ Cyrus
Broacha, Cadbury India aimed to substantially increase penetration
level of the chocolate category in the next few years.The New
campaign is worth noting as it clearly differ from the earlier one
in terms of rectifying the consumer perception about chocolate
being an up market impulse driven product. The attempt now is to
change the image, to make chocolate eating a regular habit.The
current estimated penetration level of the chocolate category is
19% in the urban market. The objective behind tne new communication
on Cadbury Dairy Milk is to make the chocolate category more
socially and culturally relevant and drive penetration in the
process.
METHODOLOGYAs the prime objective of the project is to know
buying behavior of consumers regarding Cadbury with the existing
competitors in the market and the impact on Cadbury. The
methodology adopted is basically based on primary data. Secondary
data has been used to support primary data wherever needed. Primary
data was collected using the Questionnaire technique.Procedure of
methodology Target geographic area was Ratlam City. For this
geographical area we asked closed ended questions. Finally the
collected data and information was analyzed and compiled to arrive
at the conclusion.Sources of secondary data Used to obtain
information on, Cadbury and its competitor history, current issues,
policies, procedures etc, wherever required.Internet Magazines
Newspaper Sampling Method : Sampling involved selecting units from
a population of interest. In the present course work, convenience
sampling was used and an aggregate sample size was 60. Sampling
procedure- We have taken simple random sampling. Data analysis-The
data collected through survey was analyzed with help of simple
percentages. Tabular and graphic methods, which included pie charts
and bar graphs, were used to analyze data.DATA ANALYSIS AND
FINDINGSData was tabulated manually and was also analyzed manually.
Excel was used to make graphs had pie charts.
FINDINGS AND SURVEY1. Which brand of Chocolate do you
prefer?Cadbury%Nestle%
Below 16 yr1431%640%
16.1-25 yr1840%213%
Above 25 yr1329%747%
Total4515
2. Which sub-brand you have
purchased?CadburyBelow1616.1-25Above25Nestle>1616.1-251616.1-251616.1-25
