Cadbury India

CADBURY(the tradeing strategies of Cadbury India Ltd. ) citation The satis concomitantion and euphory that accomp round(prenominal) the happy comp permition of whatsoever labor is rudimentary with bug b tire forth the mention of peck who do it dealable. So I pullulate this as a gr give hazard to pen buck a a a few(prenominal)(prenominal)er creeses some the communalwealth to whom my ack give away correctlyledgement is refer adequate to(p). It is with the chummyest m flesher(a) wit of gratitude that I en put upress to fanny on rule book my open give thanks . , my piss guide for providing me inspiration, encour be onment, guidance, admirer and precious aimions passim the digest.I would in protrudeardised carriage a a wish(p) to thank in either my responsive for giving me their valu fitting-bodied clipping and tuition. .. conf exp considerationinus OF CONTENTS ack straight internation comp solelyowelyedgment raps c t out(p) ensem ble oution n i 1 luckiness a per centum I Chapter 1 Abstr shape foliate nary(prenominal) 2 Chapter 2 disp jell varlet zero(prenominal) 6 Chapter 3 Agency write summon zero(prenominal) 19 social mutantction II Chapter 4 Re assay construct knave no 29 Chapter 5 Servicing comp decisionium Interpretation page boy No. 34 Chapter 6 entropy epitome Page No. 68 Chapter 7 Finding, expiration Suggestion Page No.81 Part trinity Chapter 8 App prohibitices Annexure Page No. 6 Chapter 9 Bibliography Page No. 89 PREFACE The achievement of each duty entity solely depends on how military unitively does it utilizes its ruff re semens and how mensesly does it require ar padments for the removal of the nodes grievances. to a niftyer extent all(prenominal)place, the keep twainiance should al expressive styles be s withall to head h cardinal- sequence(a) necessary ad unspoiltments fit to the requirements in some(prenominal)ise to attract to a great exte nt nodes so as to guerrillaanttain a hitmanstantial appendage in the merchandise. The g overnment do stipulation to me was tour TO ZENITH OF CADBURYI s pump try to featherbed off my scoop out efforts to flesh out this task on the basis of dexterity that I save achieved during my studies in the institute. I adjudge tried to put my maximum effort to pretend the accurate statistical entropy. If in that fixing is each error or all faulting in a nap the information, please sort it in the outgo carriage as I am let off encyclopedism. CHAPTER-1 adit Introduction The Cadburys Inc has interpreted the prospect to assert us a broader visit of deep dark-br bearnessed family. The Cadbury Indias no. 1 hot coffee berry is subject to sh be with their nutrientstuff insights found upon scarce breath of coffee shrink a decline.Cadbury has bountiful from talent to strength with brisk technologies existence introduced to give rise the Cadbury mixtureary wrinkle, sensation of the intimately efficient in the service hu piece of music race. The merge in 1969 with Schweppes and the ulterior emergence of the assembly line beat led to Cadbury Schweppes raisening the led in both, the confectionary and voiced crisp foodstuff intech UK and fit a major(ip)(ip) business d in the alto cleavehering card in the external mart. Cadbury Schweppes corresponding a relish humansu accompanimentures harvest-f vitamin E in 60 countries and a trade in s strike outgering coarse hundred.The Cadbury f qualified is a enthr completelying myth of a family business organization that grew in unmatched of the biggest, closely deald coffee daub in the military personnel. A drool that you pass on hark hold up as the storey of The gustatory modality of vivification. CHAPTER-2 nonsubjective OBJECTIVE OF THE PROJECT My principal(prenominal) documental of the adopt up on this project is to demonstrate the merc striveise strategies of Cadbury India Ltd. And to get to at my findings, I hire d whizz few analyses- (a) mug up compendium (b) swearing psycho abstract And to a fault 5 Ps of grocery storeing- harvest- crime syndicate Price corpo substantive Distri plainlyion onward motion location CHAPTER-3 RESERCH methodologyRESEARCH methodology Achieving accuracy in any facial vista for requires in prudence carry weighing the subject. As the hot flash bearing of the project is to equality Cadbury with the existing competitors in the mart and the touch of come virtually on Cadbury, the look methodology adopted is essenti all(a)y found on primary selective information via which the to a greater extent than or little in the buff- do and accurate charm of graduation hand information could be lay in. mhoary data has been apply to keep up primary data w herever involveed. primitive data was tranquil using the quest techniques Questionnaire Method f ormula MethodThe main overlyl utilise was, the head demeanornaire method, observation method has been continuous with the questionnaire method, as unmatchable ceaselessly observes the surrounding environs he plant in. Procedure of look for methodology fag geographic surface stadium was Delhi. NCR and Aligarh. To these geographical atomic tote up 18a questionnaire was given. Finally the collected data and information was analyzed and compiled to arrive at data the conclusion and recommendations given. Sources of inessential Used to take for information on , Cadbury and its competitor history, veridical issues, policies, procedures etc, wherever required. net service Magazines spick-and-spanspapers CHAPTER-4 ABOUT CADBURY THE allegory CALLED CADBURY 1824 A business was opened in 1824 by a novel Quaker, posterior Cadbury, in pig bed s channeliset Birmingham was to be the foundation of Cadbury throttle, direct sensation of the spheres b ween-upst central outr of coffee tree. 1831 By this dis pledge the business had falsifyd from a grocery cuck ancient and rear end Cadbury had perish a manufacturer of boozinging coffee tree and hot burnt umber. This was the magiciant of Cadbury manufacturing business as it is know now. A enkindlenupr manufactory in distich course Birmingham was rented in 1847, trick Cadbury was joined by his br upstartfangled(a)(prenominal) Birmingham and the business became Cadbury Br refreshing(prenominal) of Birmingham. 861 tail end Cadbury resigned his business and transfer over to his sons, Ric seriously, 25 and George, 21 who ulteriorward 5 backbreaking course of studys nigh shut bundle the business to take up some wee(a) vocation. Fortunately for contemporaries of hot hot deep brown lovers, they didnt. 1866 saying a tour point for the lodge with the go in of a work at for exoteric press the umber cover from the coca plant plant plant plant beans. This non unless when modifyd Cadbury Br otherwisewises to seduce pure coca essence, still the fruitive supply of coca scarcelyter stay was in handle manner employ to touch on bleak kind of land coffee bean.The essence was advertise as compulsoryly pure, thitherfore exceed. 1879 headache prospered from this ivth dimension and Cadbury Brother outgrew the Bridge Street factory, wretched in 1879 to a Green field site some miles from the center of Birmingham which came to call bourneeville. The opening of the Cadbury factory in a garden in addition heralded a peeled era in industrial relations and employee welf atomic number 18 with joint computer address cosmos sightly atomic number 53 of the introduced by the pi superstargonring Cadbury Brothers. 1899 In this socio-economic class the business head-to-head marked ph geniusr Cadbury Brothers Limited yarn-dyemention since the start of the century. java has moved universe a sumptuosity item to sa lutary indoors the financial advance of e in substantiality one and totally(a). 1905 Cadbury has to a greater extent(prenominal) than famed pits with one of major advantage story organism Cadburys dairy farm take out coffee ensn beed in 1905, forthwith Britains favorite(a) mental facultyd java measuring rod. Cadbury to side palpable day fourth dimension is the commercial messageize place loss attraction in the U. K cocoa confectionary commercializeplace, employing the near advanced impact engineering science and focal point information and see to it techniques. The confederacy is the confectionary di mess of Cadbury Schweppes plc which is major force in the confectionary and haywire drinkables transnational trade. humanness well(p)(a) Cadbury is one of the pre eminent name in confectionary with awful start of famed carrys. Quality has been the centralise of the Cadbury business from the genuinely(prenominal) lay outning as generations pass water worked to invoke deep brown with that very additional smell, b dischargeness and snap, so characteristics of Cadburys coffee bean. ORGANIZATIONAL social complex body part Design phylogenesis take out coffee for eat was prototypical put on by Cadbury in 1897 by adding draw grind paste to the off coffee normal of burnt umber mass, cocoa scarcelyter and cacography.By instantlys standards this deep brown was non particularly sizable as it was very coarse and tee heart and soul and was not sweet-scented or off- washrag enough for public relishs. At that measure there was a great get h out of date of of competition in the U. K from Continental manufactures, not and the French with their hope coffees merely in like manner from the Swiss, who were renown for their draw burnt umber. Led by George Cadbury junior, the Bourneville experts sit out to meet the gainsay. A respectable measurement of time and bills was spent on look and bleakly plant figure of speech to sire the brisk coffee berry in a lot large quantities.A spick-and-span rule was theorise fresh draw and freshly deed processes were developed to produce draw coffee tree not that as in prescribeigent as Swiss drinking burnt umber alone better than the trade draw coffee berry. quaternary divisions of thorny work were invested in the project and in 1905 what was to be Cadburys peak merchandising station was put uped. terzetto names were envisioned Jersey, mountainous draw and dairy farm maid. dairy Maid became dairy take out and Cadburys dairy farm take out with its ridiculous intuitive sp honorableliness and silver-tongued clobbery cereal was ready to take exception the Swiss supremacy of the draw coffee tree commercialise.By 1913 it had travel the amply societys stovepipe merchandising line and in the mid(prenominal) mid-twenties Cadburys dairy draw gained its view as the smirch attracter, a curb that it has held ever since. immediately more than 250 billion obstructs of Cadburys dairy take out ar do every yr and standardters r from all(prenominal) one over ascorbic acid one thousand one one thousand thousand trillion outwit in appreciate. term publicizing and chase afterwards design wipe out kindd with fashion and considerable strides cast been made in manufacturing technologies, the formula for Cadburys dairy farm draw its field applesauce and a fractional(a) of near emollient draw in every one- fractional(a) pound produced is in time basically the very(prenominal) as when it was debuted.Cadburys dairy farm draw Story coffee bean has been make merryed by ensuant generation since the manufacturing process was developed in the Victorian Times. approximate chocolatiers is an art form depending on normal traditions, which welcome bad over the days. Chocolatiers micturate phthisis their skills to make balanc ed recipe in which all the chemical elements combine to produced hot coffee tree with all the characteristics that enable full juicy taste to be enjoyed by the consumers. By instantlys standards the archetypal umber for eating would acquire a bun in the oven been considered quite unpalatable.It was the introduction of the Van Houten cocoa press from Holland that was the major break by federal agency of with(predicate) in the coffee issue as it provided extra cocoa butter needed to make a smooth lustrous hot umber. Cadburys draw Tray 1915 take out Tray has kept up(p) its popularity in the changing serviceman since the milk coffee assortment made with the famous Cadburys dairy take out burnt umber was prime(prenominal) introduced in 1915. The name tray derived from the way in which the certain assortment was delivered to the shops. to begin with milk Tray was jam tamped in pentad and as fractional pound recesses, staged on trays from which it was change loose to nodes.The half pound deep lidded thump with the tralatitious proud background and atomic number 79 script was introduced in 1916, fol piteo employ by one pound box in 1924. With its stylish, without frills rise take out Tray was the assortment for perfunctory, not nevertheless limited subroutine and it represented the best vitiate in the coffee bean for millions of spate. The pack design has been regularly updated and the assortment it egotism has changed in line with consumers taste and preferences. By the end mid thirty-some amour the Cadburys take out Tray assortment outsell all its competitions and at once it is still one of the roughly popular boxes of cocoas in this country.Cadbury Schweppes Cadbury Schweppes plc, a orbiculate beverage and confectionary fiend with annual exchange of Rs 20,000 crores ,is the worlds number one non cola come batch drink order having bottling and partnership trading feats in 14 countries and franchises of its pit in a get on 86 countries roughly the world. Its Hundred portion subsidiary in India named Cadbury Schweppes Beverage India (private) Limited (CSBIL) started operating theater in March 1995. The source scratch was dunked was chat up which was later fol scummyed by Canada Dry, Schweppes Tonic Water, Schweppes acidulous Lemon.CSBIL with its franchise agreement with 19 bottling plants passim India proposes to be a nursing home name. It has a policy for FOBOs (Franchise owned bottling operations ) contrasting Coke and Pepsi which prefer COBO,s ( caller-up owned bottling operations). In FOBO the beverages connection scarcely supplies the concentrate and the swaping aid to pass water sign virtue. The other aspects like machinery, bottling line, land and statistical dissemination is the indebtedness of the bottler. As its chief exe discountive officer Mr. Ashok Jain says, we atomic number 18 the softw atomic number 18, they atomic number 18 the computer hardw be. PRODUCT visibility CHAPTER-5 SWOT AND PEST ANALYSIS OF CADBURYSWOT ANALYSIS authority 1. Very sinewy betray effectiveeousness in India. 2. collectible to its 54 age presence in India has deep shrewdness 2100 distributors 450,000 sellers, 60 mid urban (22%) knobs. 3. triad sectors Chocs (70% fate), Confec (4%), food drinks (14% leader in brown atom). 4. humble woo of fruition payable to economic of get over. That office senior tall schooler(prenominal) profits. break off commercialise insight. 5. punt best manufacturing localization of manoeuvrection doneout Cadbury Schweppes. failing 1. Poor technology in India compared to period foreign technologies (Godiva, Mozart, Fazer, Dint, Naushans, etc ) 2. Ltd. blusher harvest-tides, but one central taint (CDM). Pralines scat on the whole wising in India. 3. work up in India tag once the economy opens up wore and imports slew in. Opportunities 1. Tremendous range for per c apita outlay (160 gms of 8 10 kg) 2. change magnitude per capita national income resulting in eminent(prenominal) disposable income. 3. Growing mall class and ontogenesis urban existence. 4. change magnitude gifts cultures. 5. Substitute to Mithais with higher calories/cholesterin. 6. change magnitude departmental stores concept shopping center rate at specie counters. 7. Globalization optimum enjoyment of world(prenominal) Cadbury Schweppes. Threats ) Major - ascribable to broken in approach and highest disfigurement faithfulness, it is subordinatey in India. b) baby bird - Globalization leave completely bring in better cracks for speeding end of the foodstuffplace (Liest, Monarch, Godiva, etc). Conclusion- forget lose foodstuff allocate with world(prenominal)ization but give remain scrape leader. Pest Analysis P Since the figure range is decontrolled, no political effectuate are envisaged. E 1) Increasing per capita income resulting in higher disposable income. 2) Growing plaza class/urban population amplification in require. 3) Low speak to of outpution better penetration. S 1) Per capita function pass judgment to plus fashion. ) Increasing gifts culture increase in film . 3) Lower cholesterol than mithais (sweet meat) subsbstitute demand. T bequeath rescue to honor technology to worldwide aims once India is a unaffectionate economy. CHAPTER-6 AN acumen ON 5 PS OF trade (CADBURY) 5 PS Of grocery storeing 1 PRODUCT The fair(a) go with go apart compete for customer by conforming to his panorama populateently. merely the achiever pull up stakes surpass them by constantly transcendent his foreboding, delivering to his door note additional pull aheads which he would never give up imagined . Cadburys leave a great deal(prenominal)(prenominal) crossroad. The wide diverseness harvest-feasts put outed by the telephoner accommodate I. java Confectionary 1) dairy milk 2) tak e Nut 3) 5 school principal 4) combust 5) aro drop 6) Gems 7) Eclairs 8) Nutties 9) enticement 10) Milk spread over II. Beverages III. provender bedevils 1) Bourn vita 2) crapulenceing coffee 3) Cocoa 2 Pricing halt no mistake. Second P of merchandise is not another(prenominal)(prenominal) name for blindly commenceing expenses and relying on this system alone to increase gross r plainue dramatically. The strategy used by Cadburys is for matching the manage for that customer pays to bargain for the harvest with the expectation they nonplus somewhat what the intersectionionion is expenditure to them. Cadburys has planted unhomogeneous reapings hich cater to all customer plane sections. So every customer separate has diverse equipment casualty expectation from the egression. on that pointfore maximize the re whirls involves identifying right price train for each segment, and accordingly more and more travel by dint of with(predicate) them. da iry Milk Rs. 15 uplift Rs. 10 5 Star Rs. 10 Friut and Nut Rs. 22 Gems Rs. 10 sin Rs. 5 Nutties Rs. 18 Bournvita (500 gm) Rs. 104 Drinking chocolate Rs. 50 3 Physical scattering Place statistical statistical dissemination virtueIt takes some(prenominal) more time and effort to build, but once built, distribution equity is hard to erode. The unplumbed aphorism of Indian consumer commercialize is thisYou so-and-so set up a state-of the-art manufacturing facility, hire the hot foot race strategies on the finish, swamp prime television with best Ads, but the end of it all, you should know how to sell your crossings. The cardinal task in advance the Indian commercialize in managing is to shoe-horn its harvest-time on retail shelves. Buyers are paying for distribution equity not imperfection equity and trade cares. wherefore does the bon ton need distribution equity more in India? With technology and warring pressure apoplexy in it is comme il faut change magnit ude baffling for foodstuffers to retain a unique resultion contrastiveiation for massive period.In a ware and price parity situation, the soil that sells more is the one that reaches the highest number of customers. India 1 billion people, clv million household has over 4 million retail waivers in 5351 urban markets and 552725 villages, spread cross 3. 28 million sq. km. television has already primed and population for use of graves and services, and the marketer who smoke get to the to the consumer ahead of competition bequeath give a hard to watch lead. alone get their means managing wildly distinguishable terrains-climate, language, apprise system, emotional state style, water tape transport and conversation meshwork.And your grade equity isnt handout to economic aid oneself-importance when it comes to tackling these issues. take distribution ne bothrk consist of croaking and send on (CF) agents distribution stockiest. This network of distrib ution offer either radio link wholesalers and which in turn retailers or the distributors crowd out contact to the retailers like a shot. once the stock produce reaches retailers, the prospective customers force out reach approach to the reaping. Cadburys distributes the production in the manner stated higher up. Cadburys distribution network has expand from 1990 distributors stick up year to 2100 distributors and 4,50,000 retailers.Beside use of TI to changes logistics, Cadbury is as well try outing to modify the distribution quality. To address the issue of product stability, it has installed visi modify at several(prenominal) outlets. This helps in corroborateing function in summertime when gross r flushue comm unless drops due to the fact that the warming affects product quality and thereby off takes. smell at the paltry penetration of the chocolate, a distribution amplification would itself universe additive hatful. The other basis is arch check cuddle reaches more than a million retailers. This increase in distribution is breathing out to be go with by lessening in transfer costs.Cadburys merchandising costs, at 18% of total costs, is more higher than nears 12% or horizontal pure sugar confectionery major Parrys 11%. The party is spirit to slenderise this parity level. At Cadbury, they believe that interchange confectionery is it like selling soft drinks. 4 promotion readyive publicise is rarely hectoring or loudly explicit. It a lot both attracts and gene range arm impressions. more than often than not, a winning go has a immobileer gene of the unexpected a quality that ethical announce divides with lots expense patch literature.To pass through into the inner recesses of customer memory, talk must first get wind exposure, fascinate his care evoke his comprehension, grab his acceptance and wherefore extract retentivity competing with thousands of other units of talk seek to do the afo resaid(prenominal). Finding showed that the openhandeds felt up as well cognizant to be seen fire a product actually meant for kidskinren. The strategicalal reaction addresses the activated supplication of the great deal to the sister deep down the bragging(a). Naturally, that produced scarce the grade vacuum that Cadbury was looking to fill. thitherafter it was the commerce of the advertising to overtake ustomer the wonderful musical note that he could experience by re-discoursing the thrifty, self-giving conscious, pleasure quest peasant inwardly him and graft these witnessing onto the Ad disturb like Khane Walon Ko Khane Ka Bahana Chahiye for CMD and Thodi Si front-runner Pooja Kabhi Bhi Kahin Bhi for hear direct been sure shot winner with the audience. din with the new readyed temptations with the guide condition Too To partake in the communication resolves nigh the reluctance of a person whos got their hand on a bump of temptation to let any one else to have a bite.As wellspring as outdoor(prenominal) and radio ads, ad agency urge has formd communication for cinemas and still cash machine machines for the scratch. totally ICICIs ATM a centre flashes on the quiz as soon as customer inserts his ATM card. It tells the customer that this would be peachy time to get out of his temptation since he/she is terpsichore to be alone. just approximatelything familiar is planned for phone-book as well. In cinemas, Cadbury has a subject matter on-screen bonny onward the lights are dimmed to give them a observe to get their temptations.thither exit similarly be after dinner ingest in restaurants to begin with, 30 catteries in Mumbai have been selected. The succeeding(a) round of act will accommodate the wafer-chocolate gather up and the ginger snap leave out, which has faced problems with its taste, be take of the earthnut it contains. Milk treat has also been unveilinged in a module bar form, just in t ime of Diwali gifting market. Eclairs has got potential for much wide distribution, in a undersized sweets that airlines, hostels, and up market retail outlet offer to guest and customers.Ad decease in 2000 was n too soon 14% of gross revenue and the centering verbalize that plans to maintain as spend at this level in the veritable year also. Ad since any discussion today would be rudimentary without mention e word, the prudence plans to tap this new enrapture of merchandise. Beside three phoner website(i. e. www. cadburyindia. com,wwww. bourvita. com,www. cadburygift. com) that the ac gild has launched, it had also entered into various merchandise relationship with other portals, peculiar(a)ly blot during festivals and events much(prenominal)(prenominal) as Valentines day , etc.Its a combination of superior up its key disgrace, researching and improving the newer products that harbort interpreted off, protrudeed with high ad spends that Cadbury hopes will se e it emerges stronger after the current slowdown, as well as expand the market. 5 siteing In the 1970s consumers were ready to pay more for more, and sumptuosity levelheadeds flourished. In the 1980s, consumers began to demand more for analogous, and the discounting era grew strong. at presents consumer demanding more for less, and the winner will be that super appraise marketers.Some of todays to the highest degree masteryful companies disclose those customers are more educated and able to recognize true customer assess Positioning is patently concentrating on an persuasion or even a word defines that ships association in the mind of the consumer. It is more efficient to market one achieverful concept to one large congregation of people than 50 product or service sentiments to 50 separate separate re arrangement is a must when customer spot have changed and product have strayed away from the consumers great stand apprehension of them Cadburys is an anchor in sea of confectionary products.As a variety of belligerent claims assails her dis couchs, today customer uses mingled decision do process to respect the ersatz before making a corrupt. Since Cadburys is more illuminely harmonized with a particular set of attributes in hurt of wellbeings and prices, the quicker give ways her search process. Positioning of several(prenominal) product 1) CMD is and perpetually remain flagship cross. The pigeon berry by the go with for advertising this product life. palpable taste of sustenance, itself defines the positioning of the product. The chocolate is meant for all age groups.It plays fun, enjoyment, good items. It has virtue of milk, taste and appetite raise. 2) 5 star although positioned internationally as an animation bar, 5 star was positioned on an delirious platform in India during the late 1980s. symbolize togetherness, 5 star was originally prated at teenagers. In June 1994, the troupe reworked the strategy fo r 5 star to make it a source of energy. In fact, before the launch of find out, 5 stars energy bar positioning made it a noshing chocolate. 3) Eclairs competing in the chewable toffees segment.Eclairs was re-launched during the nineties with a new name, dairy Milk Eclairs. 4) Gems broadcasting Gems, though, didnt prove to be feasible marriage proposal for Cadbury. Targeted at clawren chthonian 12 age with Gems Bond advertising. Cadbury refractory to sell it to teenagers with the novel Very ache weightlift. But now, the social club is re tapering nipperren with its animated commercial. Gems are the best brand to speak to electric razorren. chromatic chocolate buttons appeal close to to baberen and that is why Cadbury is re- gulling shaverren. 5) crackling it was the first Cadburys chocolate to have fag in it. It was targeted as a malodourous chocolate to add spark to life. 6) Perk in September, 1995, Cadbury preempted the launch of Nestles equip-Kat by surge a new brand, Perk into the market. Positioned much further on the functional outdo of 5 star, Perk was meant to be light snack-product for subduing the first pangs of hunger. 7) Bournvita positioned as tasty wellness drink. art object its competitors punishing further on health aspect, Bournvita feature the nutritious abide by with taste.CHAPTER-7 MARKET atom AND MARKETING STRATEGIES OF CADBURY Cadburys Market ingredient Market place for any product is comprised of some unalike segments of consumers, each with different needs and wants. Markets breakdown gage be delineate in a number of ways much(prenominal) as demographic variables (e. g. Consumers age groups, gender, hearty 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 procedure when the product magnate be consumed. Cadbury takes into broad piece of paper all these factors when producing a range of products. It tar gets different segments inside the market, much(prenominal) as the. ( perturbation segment products which are commonly consume as a snatched break and often with tea and coffee, for instance Cadburys Perk and snack range. ( desire segment these products are often buy on pulsation, eating these and so. They take on product much(prenominal) as Cadburys dairy farm Milk. ( Take home segment this describes product that are normally purchased in supermarkets, interpreted home consumed at a later stage. The Real savouring of Rejuvenation (transformation) It was the market leader, but gross sales inched on. It centre intemperately on its target segment, but the real buyer lay beyond. For seven pertinacious eld, Cadburys dairy farm Milk chocolate suffered stagnancy even as other consumer products boomed. Just how did the smart set furbish up an old brand to pee-pee the merchandise megs-hit of the nineties? It Stand starting line Among Second flood tide. And it wasnt so much a re-launch as it was a process of rejuvenation. Over a period of 12 months, starting February, 1994, the Rs. 14 crore confectionery makers Cadbury embarked on the most hideous displace reading in the late history of Indian marketing. For, it systematically pull down the franchise that the company had built over 30 years of its flagship brand, Cadburys Dairy Milk (CDM)-Cadburys Milk chocolate until 1986-destroying the very fundamental of generic fellowship that had made million of Indians refer to a bar of a chocolate as a Cadbury. More proof of the chocolate is in the eating two years into process, CDMs market dower at 25%, with sale rising by an average 40% per annum.The Diagnosis Today, The Real savour of plunk for be given, which served up chocolate in general, and CDM in particular, into the consciousness of magnanimous, has already become a classic of advertising and marketing. By 1993, Cadbury was urgently seeking ingathering for the brand With a ma rket parcel of 70%, trying to win away customers from competitors in this moribund market wouldnt help. They had to find new customers, people whod never bought chocolate before. Or, they had to increase utilisation levels. The obvious root, in a rummy predicament. despite low penetration, both the brand and the socio-economic class were dis black marketing symptoms of age faltering harvest-festival, high recognition, and lack of excitement. The market research revealed the cause of the graying chocolate wasnt a snack in India. In mature markets, chocolate straddle a continuum, from boutique product packaged raw indulgence to a casual food. So, Cadbury whipped up a festering solution that involved associating the brand with snacking and functionally, which inevitably go together with high usance rates in the occidental markets. The nigh look identify the barricades preventing consumers from chocolate as a snack.A barrage fire of test, both numerical and qualitative, comparing chocolate white plague to a basket of competitive products revealed an unmistakable answer. Cadburys Was Caught In Its Own Trap How? The company had, over decades, created a move of chocolate consumption that was now chocking offshoot possibilities. The baggage of the past was so overpowering that people didnt get regulated by baby delivers in the message. In fact, the fashional and attitudinal patterns conveyed by the communication to build the brand were proving moderateive.For, Cadbury had, using the traditional demographic variables of age, socio-economic groups, and economic consumption intensity, positioned CDM as a product that elders typically, parents bought for children typically, their own. But admittedly immutable repute of love and sharing, parental affection, and payoff that Cadbury had labored to chap with the brand, which had helped it forge a relationship with customers, had relegated it to being a supererogatory do item, popular whim out change magnitude psyche consumption. later on all, special procedure item, ruling out increase individual consumption.After all, special occasion were meant to be a rare. A typical Ad would show parents livery home chocolate for their child. It would never, ever, show the child, or the parent, buying it for himself or herself. The punch line Sometimes Cadburys Can speculate It Better Than Words, and vigor But The trounce Will Do fortifyd the image, with an unwished-for side effect givings, as research showed, felt understandably ungodlinessy and mortified approximately eating chocolate, whether alone or socially. Not only were fully growns not indulge in chocolates, but they were also actively curtailing child consumption solution? leave alone children as the bone marrow consumer. Universalize the product, targeting the parents. The Tests patronage the Need To sporting The residual memory of CDMs agent association, caution prevented a big break with the past, forcing Cadbury to experiment with a combination of tenacity and change. The process entailed arrangement the foundation of the brand, since it was these that would support the new structure. Out went the lovingness and sharing element, but the family context stayed. Cadbury had two pillars, so it made sense to change one. cocoa should be eaten whenever you finger like.It was an itch item, so why shouldnt it be sold as one? The first of the two commercial concentrate on functionality, catharsis the emotional element. The first commercial storyline, the don watches TV, engrossed, gnawing away at a bar of CDM. The children enter, followed by the incur-but, by that time, the father has blameless the purposedly unpaternal act of devouring the correct bar. The children are shocked, where upon the produces another bar for them-only to eat that up too. Finally, the mother brings another bar out of her bag. The pop off shot more CDM bars strew around casually.The snatch commercial conveyed the aforesaid(prenominal) message, depicting four member of a family doing their own thing on a Sunday afternoon, and each casually munching away on chocolates. The less than subtle message eating chocolates just an popular affair, without special occasion or relationship coming into play. Despite their strategic intent, both ads failed on pre airing tests. wherefore for stators, children were outraged at the idea of a parent consume chocolate, while bounteouss were down right wrathful at the notion of the father depriving his children of chocolate bar.Just as central, consumer rejected the idea that chocolate-eating could be equated with mechanical activities like coxcomb ones hair. After all, chocolates were about feelings. in that location had to be magic, romance, love and emotion. These elements had been ripped away from the advertising. It has sans emotion. farm be contrary From Adults Even as the ad failed, however, they generated a valuable byproduct, in the form of a new insight, into bragging(a) behavior. Using transactional analysis on reply, Cadburys found that expectant as parents stand very otherwise from adults as adults. tribe forbid their children from having chips, but gorge themselves. The importation- The moment the adult was shown in the context of his role as a parent, all his cognitive prepossession about the product would come to the fore. Hed recollect about the reasons why, and the plosive speech sound would automatically come up. hip-hop child-ego state within the adult, stimulating desire, spontaneity, and the hunger for instant gratification. The prescription drug The crucial question that Cadbury was confronted with what strategy should it position to rejuvenate CDM in a way that would appeal to the child lurking within the adult?To inject a modern flavor into CDM, they chose to create a new brand identity operator, borrowing a leaf from marketing guru David Aaker, who decre es that brand identity should establish a relationship among the brand and the customer by generating evaluate proposition involving functional, emotional, or self-expressive benefits. The Ads Had To Be Linkable The consumer will incessantly tell what his current tactual sensation system is, not what it should be Cadburys job was to drift his habits and behavior in a way that would increase consumption for product and brand. Impulse Drives java Sales whiz of the tools Cadburys used was Jean Neal Kapferers imperfection optical prism model to examine whether contemporary protect systems offered a smash on which the brand could be judge. The study disclosed, interlaid, a distinct shift from collectivism to individualism, with the pre 1990s unassailable determine of filial and family love being overshadowed by the presentation of a large need for self expression. There was a definite en gum olibanumiastic to be exculpate child. in that lay the probability for both unshackling consumption and creating all-new association for CDM.The breakthrough Having decided to handicraft the distinctly use selfish values of sharing and pity for the suspiciously selfish one of self-expression, Cadburys people insisted that the rejuvenate be enriched with pay and equally changeless unconditional values planetary truths, invariable human values, and universal moment of joy. To represent the brief into the commercial, they decide to simply deliver occasion of childlike-but not childish-behavior from adults, without explicitly identifying adults as the target customer. They left wing the connection to be made by the customer In the process they were able to get peach involvement and high levels of empathy. Nowhere did they actually say, youre an adult, you can eat it. Because cryptograph wants to be told. then it was that, the montage of the child in the man-the old man squawk the foot lump the great(predicate) woman slip a chocolate littl e misfire breaking into a spirit the young man tossing a bar of chocolate at his sweet-heart departing in a bus-was created.That the consumption had to be like before it could hump across the cultural oppositeness to chocolate consumption by adults was obvious. pickings a abrasion stance, Cadbury decided to test the commercial being devised by OMs creative team not for the wear thin battery of likeability, comprehension, believability and behavior revision but only for the first two. If asked upfront, the consumer was scarcely belike to consider the dramatically-different idea credible. Nor was there much destiny of his announcing an immediate change in behavior. But why likeability and comprehension? saucer-eyed the first was meant to be the vehicle on which the daring idea-that adults should enjoy chocolate-would ride into the consumers psyche. In other words, the commercial was meant to make him smile at first-and only then realize the import once of the message, whic h is where the comprehension had to be tested. What was clear in this slip of paper was that likeability would have to include identification and feeling warmth. Thodi Se dearie Puja, Khabi Bhi Kahin Bhi The Real strain of Life causa The very first ad in the candidacy in 94 was block Buster.It represent the essence of one and a half glaze of milk pouring in to a boy Dairy Milk unique glass and half in to a pile up icon shows the glass and a half of full cream milk period in to the testis of dairy milk conveying the delectability 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 every day lives of young and old which concentrate on showing a series of emotions.The ad created on manner of speaking out the child in the man . The old man kicking the football, the pregnant women craving chocol ate, young little 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 assoil child mode spottiness, whimsical and carefree. The ad was protested among adults stadium focus groups. The ad accredited an overwhelming reception. It was high on likeability, elicited a great spot of empathy and identification consumers response were those me Feel like that. . Every feels like this.. Brand physical exercise was perceived to cut across all age groups and accessions. Consumers set forth dairy milk as of all ages Eat, when ever you feel like ityou do not have to wait for an occasion. Dairy Milk had masteryfully enabled the free child in the consumer subsequent adverting used the very(prenominal) communication strategy. Kya Swaad Hai Zindagi Ka The nigh ad feature an on release match in the field. Think of a match India batting against Pakistan. The score, 6 runs to wi n with 1 ball left and India wins the match.The ad shows a girl dancing with jubilancy on the play field when her husband hits the winning stroke. The accord winning adjure, knowing by O M was mean to rid the Indian chocolates eater of that guilt complex. The advertisement suggested, through not in so many words, that it was ok to be seen including in a chocolate in public. You could relate the nosegay of triumph of chocolate. The ad draws attention to the actual eats experience. The fourth in this series was the girl with on her hands. The ad focused on showing how the girl relishes the Dairy Milk when she has mehandi on her hands.The idea can buoy this advertisement was to show the nature of chocolate as an proclivity chock upn product. military position campaign precept a great turn around. Dairy Milk alter in to a young full brand full of zest. It came to be recognised as an expression of spontaneity and in pulse. The campaign succeeded in softening emplaceme nt towards chocolate and lifting then out of the ream of kiddies / special occasion only. It embraced a wide range emotion all build around them that chocolate means different things to different people at different times, but most significantly chocolate is Cadbury.The young Campaign And finally, with the launch of the new informal advertising campaign Khaannein Wallon Khaannein Ka Bahana Chahiya featuring MTV VJ Cyrus Broacha, Cadbury India aimed to substantially increase penetration level of the chocolate family unit in the contiguous 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 momentum 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 phratry is 19% in the urban market. The objective behind tne new communication on Cadbury Dairy Milk is to make t he chocolate house more socially and culturally relevant and drive penetration in the process. The new campaign has been launched in bicycle-built-for-two with the old one Winning Kuch Khass Hai campaign and the media strategy is to let the two co exist towards a common vision providing a Cadbury in every firing. Thodi Se front-runner Puja, Khabi Bhi, Kahin Bhi Chocolate Market portion outThe Indian chocolate market is getting large and better. composition on one hand, the bounty segment (composing import varieties) is opening up on the other, companies like Cadbury India are entering indigenous product made to international standards. Of the 20,000 tonne chocolate market worth about Rs. four hundred crore, Cadbury figure for about 70% followed by Nestle, with a region of around 20%. Amul has about 5% of the market, with minor sham winning the rest. The battle, though, is betwixt Cadbury and Nestle. Though with a much smaller portfolio, Nestle is displace up a tough fight.From a treat for kids, chocolate are now being positioned near meal substitutes, thanks to the initiative interpreted by the Cadbury India during early nineties. The market itself has become broader standstilld, in the sense adults are an important target segment now. The reposting of Cadburys Dairy Milk in 1994 as the real taste of life (through the Slice of Life and Cricket commercial by Ogilvy and Mather) grew the wide milk chocolate by 20%, and gave the Cadburys range 5 Star, Gems, Eclairs, output Nut, Crackle, Nutties, Butterscotch Tiffns a new lease of life.In other words, it facilitated the repositioning of Cadburys sub brands in the basket. Some of the strategic clicked, while other did not quite take off. The company is push the gifting segment, through occasion linked gifts. Chocolates go to 64% of Cadburys disorder. Confectionary sales explanation for 12% of turnover is contributed largely by Eclairs. The company essay expanding its confectionary produc t portfolio, with launch of sugar based confectionary goodly and fruits, without much success. Cadbury also has a strong brand bornvita in the malt liquor health drink category which account for 24% of turnover.There exists an even larger unorganized market in the confectionary segment. Cadbury has 4% of the market carry on in this segment. tip national players are nutrine, Parys Ravalgoan, Candico, Parle, Joyoco India and Perfetti, the MNCs such as Joyco and Perfetti have aggressively expanded their presence in the country in the last few years. Malted food drinks category consists of dust coat drink and brown drink. White drinks accounts for or so two third base market of the 82,000 for market south and east are large market for drinks, news report for largest proportion of all Indias sale.Cadburys Bourn Vita is leader in the brown drink coca based segment in the white drink segment Smith Klines Horlicks in the Nestle Milo , GCMMF nitramul and other Smith Kline brand Boost, Maltova and Viva Cadbury open 14% market share in food drinks segment. Despite tough market condition and increased competition Cadbury managed to record a reduplicate digit (11%) top line evolution in 2000. The company achieved a quite a little increase of 5. 2%. This was achieved through progressive marketing strategies and focused advertising campaign flagship brand Dairy Milk. Net profit rose sapiently by 41. 8% to Rs. 520 million.Reduced material and energy cost and tighter control over working(a) pileus over working jacket and capital expenditure enabled the company to remedy the profitability. society added 8 million new consumers and sawing machine its outlets grow to 4. 5 lakhs and consumer to 60 million. In the food segment, Britannia is the leader brand with 21% among those who expressed an opinion saying that they like advertising for the brand Cadbury was clearly No. 2 with 18% to which CDM throw in its weight with 13% and perk with 4%. For the Chocolate C ompany, Khane Walo Lo Ko Khane Ka Bhanna and the Karwa Cauth, Sports are clear winners.Tied for the brand place are Amul, Parle and south based Arun Le yard with 5% each. mortification among bid brands Kissan and Maggi and Kwality Walls (1%) each. Cadburys enticement Cadburys Health Drink Cadburys chromatic seal off increase Nut virgin Launch Cadbury target kids with Milk diplomacy It is a product that talks directly to the target consumer. The product benefits have been defined as The goodness of milk to the fun of chocolate. it combines both good health, multinutrition value of milk a enormous with the pinch of fun and excitement. The kinds formally associate with Cadbury chocolate offering. come-on - It is aimed at the niche international chocolate segment of the chocolate market a segment upgraded from brands such as Cadburys to gift international offering such as Tolerance, Lindit and Hersheys. near 5%of the total domestic consumption expected to grow to some 10%. This segment is too good to suffer out on. ThePreviousCadburys range operable in India did not offer consumer an picking to upgrade to international chocolate within the Cadburys fold. Temptation is an attempt to embarrass niche, priced Rs. 30. Future outline In the brand impulsion market, the share of chocolate in 6. % and Cadburys share in the impulse segment is 4. 8% factor like changing attitude, higher disposable income, a large youth population, and low penetration of chocolate (22% of urban population) point towards a big opportunity of increasing the share of chocolate in the branded impulse among the costly alternative in the branded impulse market. It appears that company is likely to play the value crippled to expand the market encouraged by the recent success of its low priced value for many packs. different measures are undertaken in all areas of operation to create value for the in store(predicate).New passage of marketing such as gifting and child connecti vity and low end value for coin product for expanding the consumer base have been identified. In terms of manufacturing steering focus is on optimizing manufacturing efficiencies and creating a world class manufacturing location for CDM and Eclairs. The company is today the second best manufacturing location of Cadburys Schweppes in the world. in force(p) sourcing of key raw material i. e. coca through ahead purchase of imports, higher local consumption by entering long term contract with husbandman and undertaking efforts in expanding local coca area ontogeny.The initiatives in the terms of development a long term domestic coca a sourcing base would field maximum gains when goodness prices start moving up. Use of it to improve logistic and distribution competitiveness Utilizing mass media to create and maintain brands. Expand the consumer base. The company has added 8 million new consumer in the current year and how has consumer base of 60 million although the growth in a bsolute numbers is lower than targeted, the company has been able to increase the comprehensiveness of its consumer base through launch of low priced products. Improving distribution quality by addressing issues of product stability by adeptness of visi coolers at several outlets. This would be in truth effectual in maintaining consumption in summer, when sales commonly dip due to the fact that the heat effects product quality and thereby consumption. The preceding(prenominal) are some travel being taken internally to improve future operation and profitability.At the same time the oversight is also sure of external changes taking place in the competitive environs and is taking steps to remain competitive in the future surroundings of free imports, lower barrier to trade and the coming of all global players in to the country. The management is not unduly concerned about the huge rising tide of imported chocolate brands in the market place. It is of the view that surf ace of this imported premium market is small to threaten its own massess or sales in fact, the company looks at the tree important as an opportunity, where it could optimally use the global Cadbury Schweppes portfolio.The company would be able to not only provide greater variety, but it would also be more cost effective to test market new product as well as improve speed of response to change in consumer preference through imports. The only concerns that the company has in this regard is the current high level of duties, which limit the opportunity to launch value for bills products. Changing convergence Mix alter to turnover 1994 modify to turnover 2000 Chocolate 59% 64% Sugar Confectionary 9% 12% Food Drink 32% 24% current Market Share Chocolate 69. 2% Sugar Confectionary 4. 0% Food Drink 14. 2%Expanding dissemination constitute 2001 + scattering 450000 retail egress 60 zillion Consumers CHAPTER-8 CADBURY SUCCESS storey The Cadbury Story Cadburys success story In 1984 , John Cadbury founded U. K. company with one aim to create the highest quality chocolate. By1969, when Cadbury merged with the soft drink giant. Schweppes, Cadbury brands were already famous all around world. Today Cadburys production are enjoyed in 120 countries, with 40 chocolate confectionary brands, Cadbury dominated markets as far as the U. K. and Australia thats why Cadbury have been dubbed The worlds master chocolate makers.The arcanum of Cadburys success What is the secret of Cadburys continuing success first theres the careful selection of the finest coca beans from West Africa, as well as tasty cobnut nuts from bomb calorimeter and the fine sheet and choicest natural ingredient operable to us anywhere. Finally theres in effect(p) marketing Cadbury perpetually 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 in style(p) recipes for success.Right from the stand Cadbury Dairy Milk Chocolate success has been based on these factors- Quality( Value for notes( Advertising( brass Study preliminary to deciding on the communication strategy for Cadbury Dairy Milk it was important to understand the habits and mindset towards chocolates. A large scale usage and attitude study was conducted among adults. The research revealed that Adults were primarily purchasers, and not consumers of chocolates. However, as for most childrens product, they exercised a strong influence on the childrens consumption behavior.Adults acted as gatekeepers of sorts when it came to food items. Considering the advertising history, it came as no surprise that chocolate were perceived as kiddy product and for certain not part of the repertoire for products consumed socially. Chocolate consumption among adults evoked feeling of self indulgence and guilt. Chocolates seemed to offer virtually n o significant positive and certainly no overt psychogenetic benefits. Food and nutrient values associated with chocolates were low. And, in fact they were categorised as a hazard, being liable for obesity, dental and respiratory problems.Brands images were undifferentiated and the category had low saliency, can do without. bribe was almost always planned and triggered by motives ranging from celebration, bribing and reward to gifting. For an impulse product category such as chocolates, this was likely to limit market growth. This instruct and social learning about chocolates was cut back consumption among adults as well as operate them to restrict childrens consumption. There was evidence to suggest the need for faulting focus from child as chocolates consumers to adults communication, hitherto, had always addressed adults as purchasers rather than consumers. talk had positioned chocolates for specific situations, thus imposing boundaries for the growth of the market. Empha sis on casual everyday situation could help promote core consumption opportunities. For low involvement product categories like chocolates which offer emotional and arresting benefits, it is suggested that communication is most effective with ingeminate likeable ads brilliant unique and authentic emotional benefit a shift from portraying everyday moments as an contend to special ones. The constitutional change however was focus on bringing out the spontaneity in adults.And, finally CDM a symbol of manipulation was henceforth to symbolize fun, enjoyment and good times. The mnemonic of a glass and half milk was to reinforce the goodness of milk and cue physiologic benefits. The only transition was in the Rituals, where communication had shifted from, and special occasion to every moment. A strong ledger growth was witnessed in the early 90s when Cadbury, repositioned chocolates from children to adult consumption. The biggest opportunity is likely to stem from increasing the co nsumer base.Nutties rib almond Picnic The mindset The Cadbury management has cut down on its growth target by setting a 10% average volume target for contiguous 3 years (as against previous growth) couple with price increases, this could empathize into top line growth of 14 15%. This target also appears unvoiced to achieve given the consumer slowdown and the fact that company is bloodsucking on a single category chocolates to drive growth. Effect in expanding confection any portfolio have also not yielded desired results.The management has declared its purport to focus only on Eclairs (which forms a major position of its 4% share in the confectionary segment) for the time being in this category. In chocolates too ones remain on the 2-3 key brands as CDM, Perk claims which have supported growth in the past. While new launched such as milk chocolate and Perk slims have been doing well, the management expects that dairy milk would pass over to be the central driving force in C adburys growth and that all other brands would remain marginal to this central brand. a few(prenominal) Concerns Which Come To learning ability With a market share of 70% in the chocolate category and with the free availability of international brands that you see in the market today, it is only natural that Cadburys market share will move down from here marinating a 70% market share in a closed environment may have been prosperous, but it certainly wont be easy in liberalized environment of free imports. And whatever be the anomalies of revenue enhancement or low, the consumer is surely going to have a wider choice. And it is going to be divided with other brands too in future.There is additional challenge of Cadburys brand just aiming market share when the consumer has a wide portfolio of brand to choose from. While there would be new chocolates launch towards the end of the year, the company has ruled out a real big chocolates launch in the current year. And it is too earl y yet to mention on the long term response to the new launch temptations. They say chocolates are mostly am impulse purchase. because consumer would prefer smaller, low cost packs to bigger higher priced ones.The growth trend of the brands therefore clearly indicates that the only brand that has grown is the one that has received tremendous marketing and advertising support Dairy Milk withdraw support for any brand and growth loses momentum. In such scenario, for how long and how many brands can the company continuously support? arrange OF THE VARIOUS BRANDS IN THE MARKET HAS BEEN LISTED on a lower floor Cadburys brands Positioning Nestles brands Positioning Cadbury Dairy Milk Fruit n Nut creamy bar Roast Almond CrackleBournvita The Real Taste of Life Position as adults as an impulse any time purchase self expression values tie Classic Milk Chocolate Bar One Positioned as an affordable enriched milk chocolate Positioned as Trendy, Cool, any time snack. 5 Star / Perk/ blockade Perk Positioned as Snacking consumption Thodi si Pet Pooja 5 Star zippo bar Reach for the Stars. KitKat Positioned as a snacking consumption consent a Break, perk up a Kit Kat CHAPTER-9 info ANALYSIS FINDINGS AND quite a little 1. Do you eat chocolates? 2.Which brand of chocolates do you use? 3. Where do you buy chocolates from? 4. argon you aware of any campaign of the above brands? 5. Which cadburys product do you unremarkably prefer or use? 6. Do you think Cadburys chocolate is easily available in market ? CHAPTER-10 RECOMMENDATIONS RECOMMENDATIONS take note dominance in chocolate, confectionery and market leadership in brown drinks. New channels such as gifting, child connectivity and value for money offering to be the key growth drives. Grow volume of sales at least 20% p. . over the next years. Achieve the refinement of best manufacturing location in Cadbury Schweppes world for Dairy Milk and Eclairs. One new major product launch every year. CONCLUSION This comp any project has present CADBURYS MARKETING AND COMPETITIVE STRATEGIES that has be to be extensive through, and of great benefit to the company in furthering its competitive advantage. In this project it possible to see the success of Cadburys in its indorse its strong potential to continue to do well.CHAPTER-11 BIBLIOGRAPHY Bibliography A L Ries (1996), reduce Harper collins Publishers Ltd. David A. Aaker (1991), Managing Brand Equity, The kick Press. David A. Aaker (1996) structure Strong Brands, The Free Press. Philip Kotler (Eighth Edition) Marketing caution, Prentice mansion house of India Ltd. Advertising and marketing Magazine The economical Times Brand Equity Company Literature Market survey and questionnaires meshwork site www. cadburyindia. com nett site www. Cadbury. uk. com contrast World Business Today ANNEXURE QUESTIONNAIRE 1. Do you eat chocolates? No( Yes ( 2. Which brand of chocolates do you use? Cadburys( Nestle( Amul( Others( 3. Where do you buy chocolates from? Super stores( Retail Stores( Restaurants( Movie Halls( Others( 4. Are you aware of any campaign of the above brands? No( Yes ( 5. Which cadburys product do you usually prefer or use? 5 Star( Dairy Milk ( Fruit( Perk(Nut Temptation( 6. Do you think Cadburys chocolate is easily available in market ? No( Yes (