Cadbury Final Report by JATISH

8/16/2019 Cadbury Final Report by JATISH

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SUMMER PROJECT REPORT SUBMITTED

TOWARDS THE PARTIAL FULFILLMENT OF

UNDER GRADUATE DEGREE IN BUSINESS

ADMINISTRATION

“AN ANALYSIS OF BRAND POSITIONING OF

CADBURY INDIA LTD."


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SUBMITTED TO SUBMITTED BY-

MS.ADITI BATHEJA

JATISH SHARMA

BBA+MBA (DUAL)

A393!#!$

!#-!%

AMITY SCHOOL OF BUSINESS& NOIDA

AMITY UNI'ERSITY UTTAR PRADESH


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CERTIFICATE

This is to certify that I, MR .JATISH SHARMA, a student of Under Graduate Degree in

BBA+MBA DUA!" #$%&'#$%(", A)ity Schoo* of Business, oida has or-ed under thea*e guidance and su/er0ision of Assistant /rofessor Ms. ADITI BATH1JA

This Ter) 2a/er re/ort has the re3uisite standard for the /artia* fu*fi**)ent the Under

Graduate Degree in Business Ad)inistration. To the est of our -no*edge no /art of this

re/ort has een re/roduced fro) any other re/ort and the contents are ased on origina*

research.

I a) aare that in case of non'co)/*iance, A)ity Schoo* of Business is entit*ed to cance* the

re/ort.

S*,/0

JATISH SHARMA

E/120 N1.A393!#!$

S*,/0 14 P/1506 C11/7,1/ S*,/0

(ADITI BATHEJA)


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DECLARATION

I, 5,8 8,/,& dec*are that the /ro4ect re/ort entit*ed "A A,2:88 14 B/,7 P181*14 C,7;/: I7, L7." eing su)itted to a)ity uni0ersity , oida A//ro0ed y AICTE)for the /artia* fu*fi**)ent of the re3uire)ent for the aard of (BATCH OF !#-%) is )yon endea0ors and it has not een su)itted ear*ier to any institution5uni0ersity for anydegree.

JATISH SHARMA

BBA+MBA(DUAL)

A393!#!$

SEM II


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TABLE OF CONTENTS

(R080,/6 B,807)

C,=0/ N1.S;506 =,*0 1.

8BJ19TI:1S 86 TH1 STUD;


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OBJECTI'E OF THE STUDY

To study the strategies ? )easures ado/ted y 9adury for /ositioning its rands in the

)ar-et.

SCOPE OF THE STUDY

The study is restricted to de*hi on*y. 1fforts ha0e een to ha0e consu)ers sur0eyed in

De*hi

. Mar-eting research has its i)/ortance not on*y for consu)ers )ar-et ut a*so it sur0ey

effecti0e*y to the /roducer of goods and ser0ices. The use of )ar-eting research in

consu)er )ar-et )ay e e7/*ained on the asis of fo**oing ser0ices rendered y it.

. It ascertains the /osition of a co)/any in s/ecified Industry.

3. It indicates the /resent, future trend of Industry and /oint out ho the co)/any@s affairs

are eing turned u/.

#. It he*/s in de0e*o/)ent and introduction of ne /roduct.

The data co**ected y )e it inc*udes oth /ri)ary and secondary data


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METHODOLOGY

Research in co))on /ar*ance refers to a search for -no*edge. 8ne can a*so define

research as a scientific and syste)atic search for /ertinent infor)ation on a s/ecific to/ic. In

fact, research is an art of scientific in0estigation. The Ad0anced !earner@s Dictionary of

9urrent 1ng*ish *ays don the )eaning of research as a carefu* in0estigation or in3uiry

es/ecia**y through search for ne facts in any ranch of -no*edge. Red)an and Mory

define research as a syste)atied effort to gain ne -no*edge.C So)e /eo/*e consider

research as a )o0e)ent fro) the -non to the un-non. It is actua**y a 0oyage of disco0ery.

Mar-eting Research is a /rocess of co**ecting and ana*ying )ar-eting infor)ation

u*ti)ate*y to arri0e at certain conc*usion. The /ur/ose of this research is to descrie the

research /rocedure. Research Methodo*ogy is the )ean to /*an out the or-ing /rocess or the

course of action to reach the o4ecti0e. It is e7tre)e*y crucia* and ho*ds the -ey to the success

of the sur0ey. 9adury India *td. is hich is )ar-eting /roducts ha0ing different /roducts.

Thus a sur0ey )ethod of )ar-eting research is essentia**y e7/*oratory in nature.

SECONDARY DATA

• Secondary data as co**ected through esites, oo-s, )againes, nes/a/ers etc.

I thin- that this re/ort i** he*/ the custo)er to -no aout the rand /ositioning in 9aduryand )a-e the readers aare ho the research I ta-ing /*ace for 9adury *td


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INTRODUCTION

9adury do)inates the choco*ate )ar-et ith aout %E )ar-et share. est*e has

e)erged as a significant co)/etitor ith aout #FE )ar-et share. >ey co)/etition in the

choco*ate seg)ent is fro) co'o/erati0e oned A)u* and 9a)/ co, esides a host of

unorganied sector /*ayers. There e7ists a *arge unorganied )ar-et in the confectionery

seg)ent too. !eading nationa* /*ayers are 2arrys, Ra0a*gaon, 9andico and utrine. M9s

*i-e 9adury, est*e, 2erfetti, are recent entrants in the sugar confectionery )ar-et. 8ther

co)/eting rands such as G9MM6s Bada) ar and est*@s Bar 8ne ha0e )inor )ar-et

shares.

9hoco*ate consu)/tion in India is e7tre)e*y *o. 2er ca/ita consu)/tion is around

%$g)s in the uran areas, co)/ared to ('%$-g in the de0e*o/ed countries. In rura* areas, it is

e0en *oer. Indian choco*ate )ar-et gre at the rate of %$E /a in $s and ($s, dri0en

)ain*y y the chi*dren seg)ent. In the *ate ($s, hen the )ar-et started stagnating, 9adury

re/ositioned its Dairy Mi*- to any than an occasiona* ti)e /roduct rather *u7ury. Its

ad0ertise)ent focused on adu*ts rather than chi*dren. 9adurys 6i0e Star, the first count

choco*ate, as *aunched in %(. Due to its resistance to te)/erature, the choco*ate has

eco)e one of the )ost ide*y distriuted choco*ate in the country.

FUTURE PLANS OF CADBURYS INDIA LIMITED


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C140610/: I78/:

The confectionery industry in India is a//ro7i)ate*y di0ided intoK

• 9hoco*ates

• Hard'oi*ed candies

• Lc*airs ? toffees

• 9heing gu)s

• !o**i/o/s

• Bu*e gu)

• Mints and *oenges

The tota* confectionery )ar-et is 0a*ued at Ru/ees &% i**ion ith a 0o*u)e turno0er of

aout ##F$$ tonnes /er annu). The category is *arge*y consu)ed in uran areas ith a

FE s-e to uran )ar-ets and a #E to rura* )ar-ets.

Hard oi*ed candy accounts for %(E, Lc*airs and Toffees accounts for %(E, Gu)s and

Mints and *oenges are at /ar and account for %FE. Digesti0e 9andies and !o**i/o/s

account for #.$E share res/ecti0e*y.

80era** industry groth is esti)ated at #FE in the choco*ates seg)ent

and sugar confectionery seg)ent has dec*ined y %E.

9adury ith Dairy Mi*- , 2er- , Ge)s, Star , 9e*erations, Bytes, Dairy Mi*- Lc*airs,

Lc*airs 9runch, Mr. 2o/s and Ha**s rands is a -ey /*ayer in the

choco*ate, c*airs, *o**i/o/s, and )ints seg)ents.

M2> B0?0/,*08

The Mi*- Be0erages industry is 0a*ued at Ru/ees %.% i**ion ith an annua* turno0er of

a//ro7 F,$$$ tonnes. As /er ie*sen esti)ates the industry is groing at

%$.%E.

http://www.cadburyindia.com/brands/choco1.asphttp://www.cadburyindia.com/brands/choco1.asphttp://www.cadburyindia.com/brands/choco3.asphttp://www.cadburyindia.com/brands/choco3.asphttp://www.cadburyindia.com/brands/choco10.asphttp://www.cadburyindia.com/brands/choco10.asphttp://www.cadburyindia.com/brands/choco2.asphttp://www.cadburyindia.com/brands/choco4.asphttp://www.cadburyindia.com/brands/choco4.asphttp://www.cadburyindia.com/brands/choco9.asphttp://www.cadburyindia.com/brands/choco8.asphttp://www.cadburyindia.com/brands/choco8.asphttp://www.cadburyindia.com/brands/conf1.asphttp://www.cadburyindia.com/brands/choco3.asphttp://www.cadburyindia.com/brands/choco10.asphttp://www.cadburyindia.com/brands/choco2.asphttp://www.cadburyindia.com/brands/choco4.asphttp://www.cadburyindia.com/brands/choco9.asphttp://www.cadburyindia.com/brands/choco8.asphttp://www.cadburyindia.com/brands/choco8.asphttp://www.cadburyindia.com/brands/conf1.asphttp://www.cadburyindia.com/brands/choco1.asp


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9adury is a -ey /*ayer in the seg)ent ith 9adury Bourn 0ita and 9adury Bourn 0ita

Star Magic

MANAGERIAL USEFULNESS OF THE STUDY

. 9adury has egun recruiting )anage)ent graduates in India to ser0e its g*oa*

o/erations.

. 6actors for successK e7tensi0e distriution netor-, strong rands, custo)iation to

Indian )ar-et.

3. 6or 9adury, India isK huge /otentia* )ar-et, source of )anageria* ta*ent.

#. 6uture /*ans, IndiaK To e7/*ore *arger /ortfo*io or groth. To *oo- for o//ortunities in

SAAR9 region.

SIGNIFICANCE OF CADBURY

In this g*oa* and co)/etiti0e era a** usiness acti0ity needs )ore co)/*e7 su/erior

and enhanced techno*ogy. In the /resent scenario choco*ate industry has eco)e )ore

consu)ers oriented.

Research eco)es a necessary for usiness acti0ity to acce*erate the usiness in a

greater /ace. Researcher shos the current /osition as e** as strength and ea-ness of an

organiation and /roduct, hich he*/s in the for)ation of usiness /*an. In the other hand

o//onents are aiting for us to ta-e erroneous decision and ta-e ad0antages of the situation.

=e can counter their )o0e on*y through dyna)ic and effecti0e too* of )ar-eting research.

http://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/bev1.asp


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So it as a great /*easure to contriute to the dyna)ic fie*d of )ar-eting in the

choco*ate industry. The /resent research or- on 9adury has a significant ro*e for

organiation to e0a*uate its /o*icy and enhance their /osition in the )ar-et. The research

or- a*so shos the re*ationshi/ eteen retai*er'organiation, retai*er'custo)er,

organiation'custo)er, hich is as i)/ortant syste) as ner0e syste) in hu)an ody

'ISION OF CADBURYS INDIA

To eco)e a /erfor)ance dri0en and 0a*ues *ed organiation. Throughout changing

ti)es, our constant 0a*ues ha0e ins/ired us to e /ioneers in usiness and in cor/orate

res/onsii*ity. They he*/ ensure e are /roud of our co)/any and are critica* to our core

/ur/ose of creating rands /eo/*e *o0e.

MISSION OF CADBURYS INDIA

P0/41/,60 881@ =e are /assionate aout inning. =e co)/ete in a tough ut fair ay. =e are a)itious, hardor-ing and )a-e the )ost of our ai*ities. =e are /re/ared to

ta-e ris-s and act ith s/eed.

,2: 881@ =e /ut 3ua*ity and safety at the heart of a** of our acti0ities ' our /roducts,

our /eo/*e, our /artnershi/s and our /erfor)ance.

R08=18;2: 881@ =e ta-e accountai*ity for our socia*, econo)ic and en0iron)enta*

i)/act. In this ay e ai) to )a-e our usiness, our /artners and our co))unities etter for

the future.


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PROBLEMS OF THE ORGANIATION

It is not a hidden fact the 9adury has its on i)age or rand hich shos the 0a*ue of

)oney for its /roduct. The 9adury ha0e a great /roduct *ine and de/th.

If e gi0e a o0era** *oo- on the a** )ar-et /osition of 9adury /roduct a*)ost a** /roduct

ha0e a great )ar-et share in other hand a** /roduct are )ar-et *eader ith their grater

sa*es 0o*u)e and high turno0er. But in case of 9adury snac-s and e0erages the /osition

of 9adury is not satisfactory. The co)/any has se/arate distriution channe* for

choco*ate, they are gi0ing high /riority to confectionery /roducts. They are /ro0iding

easy re/*ace)ent, high /enetration, and regu*ar 0isit to retai*ers sho/. Most i)/ortant*y

they are /ro0iding coo* storage e3ui/)ent to their retai*ers and the) /ositioning their

/roduct through hea0y ad0ertise)ent ca)/aign.

Recent*y the 9adury 9hoco*ate is re'*unched in )ar-et ut the /osition re)ains sa)e,

hich is 0ery critica* for the co)/any. After re'*unched, the sa*e 0o*u)e and custo)er

aareness aout the a** choco*ate /roducts re)ain unsatisfactory, hich create harsh

situation for a** organiation. 9o)/any high*y i**ing to e7ce* in the choco*ate fie*d there

are so)e /ro*e), hich is ad0erse*y inf*uence the organiation.

There are so)e /ro*e)s, hich is as fo**osK '

• 9o)/etitors /osition in )ar-et

• :ast distriution channe* hich dea*s a*)ost a** /roduct

• Re/*ace)ent


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S.W.O.T ANALYSIS OF THE ORGANIATION

STRENGHTS

. 9adury is a co)/any, hich is re/uted internationa**y as the to/)ost choco*ate /ro0ider in the or*d.

. The rand is e** -non to /eo/*e ? they can easi*y identify it fro) others.

3. 9adury the or*d *eaders in choco*ate, is a e**'-non force in )ar-eting and

distriution.

#. Users ha0e a /ositi0e /erce/tion aout the 3ua*ities of the rand.

$. 9adury )ain strength is Dairy )i*-. Dairy )i*- is the )ost consu)ed choco*ate in

India.. By using /o/u*ar )ode*s *i-e 9yrus Brocha, 2retty Ninta and others 9adurys has

)anaged to /ortray a young and s/orty i)age, hich has resu*ted in con0erting

uyers of other rands to eco)e its staunch *oya*ists.

. 9adury has e** ad4usted itse*f to Indian custo).

%. It has /ro/er*y re/ositioned itse*f in India hene0er re3uired i.e. fro) chi*dren to

adu*ts, togetherness ar to energiing ar for young ones etc.

WEA


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. There is a *ot of /otentia* for groth and a huge /o/u*ation ho do not eat choco*ates

e0en today that can e con0erted as ne users.

3. Using infor)ation and techno*ogy to ring efficiency in *ogistics and distriution

THREATS

. There e7ists no rand *oya*ty in the choco*ate )ar-et and consu)ers fre3uent*y shift

their rands.

. e rands are co)ing and e7isting rands are introducing ne 0ariants to add u/ to

an a*ready o0ercroded )ar-et.3. The co)/any has *arge e7/osure to foreign currency e7change rate ris-, )ain*y on

account of i)/orted cocoa eans and cocoa utter in US Do**ar and 2ound Ster*ing.

MAR


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re*e0ant to the 9adury consu)er. In de/th custo)er research is conducted to test these

)essages.

Research resu*ts confir)ed that co*ors recognition of dar- /ur/*e is strong*y

associated ith 9adury. Its *ogo is readi*y recognied and scores a ninety si7 /er cent

recognition *e0e* a*ongside other g*oa* rands such as 9oca 9o*a and McDona*ds. The g*ass

and a ha*f sy)o*, hich /*ays a -ey ro*e in the 9hoose 9adury strategy, continues to

co))unicate the 3ua*ity and su/erior taste of 9adurys choco*ate.

9adury introduced a ne g*oa* )ar-eting strategy ca**ed 9hoose 9adury. This

strategy ca)e aout as a resu*t of e7tensi0e research into consu)er eha0iors and /erce/tion.

It is a ca)/aign that /erfect*y i**ustrates ho a rand can e0o*0e and ho different )essages

can e co))unicated ithout *osing the core strength and rand 0a*ues that are a*ready

esta*ished.

The c*assic icons ha0e /*ayed a )a4or ro*e in esta*ishing the *oo- and fee* of ho

9adurys ad0ertise)ents shou*d *oo- through successi0e ca)/aigns. These -ey *oo- and

fee* icons ere hea0i*y researched to ensure that the )essages they i)/art are a*ays

re*e0ant to the 9adury consu)er. In de/th custo)er research is conducted to test these

)essages


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The gra/h shos that 9adurys India !td. to/s ith E share of the ad0ertising /ie on

te*e0ision. est*e India !i)ited gras the #nd /osition ith #(E share, hereas, 2ar*e

2roducts gets the Frd /osition ith E of the ad0ertising share. 8ther ad0ertisers ho cou*d

)a-e u/ to the to/ are a)u* and Ra0i foods. The rands that are ad0ertised the )a7i)u)

y the 9adury@s India !td.


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FINDINGS RECOMMENDATIONS

FINDINGS

• In the age grou/ of %'#$ and #%'F$, the a0erage )onth*y s/end is not inf*uenced y the

/*ace of residence5 socia* c*ass ut rather on, here a /erson studies5or-s i.e y the

socia*P circ*e of his friends and co**eagues.

• The consu)ers y and *arge are satisfied ith the /resent choices a0ai*a*e in choco*ates

i.e. there are no co)/*aints of consu)ers as regards to e7isting 0arieties of choco*ates.

• Hoe0er there are )any ne ants and de)ands of consu)ers in ter)s of ne f*a0ors

and ingredients of choco*ates hich the /resent rands of choco*ates ha0e not introduced

into the Indian )ar-ets.

• There is a sustantia**y *o )argin of difference in ter)s of /eo/*e ho are sensiti0e to

/rice of choco*ates and hence it cannot e /ro0ed conc*usi0e*y that introducing a

choco*ate at a *esser /rice than the /re0ai*ing /rice i** *ead to ca/turing of )ar-et share.

• 9onsu)ers attach )ore 0a*ue to the rand of the choco*ates as e** as the /ac-aging i.e.

the 3ua*ity of the choco*ates.


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RECOMMENDATIONS

9adury@s Dairy Mi*- is undenia*y the *eader rand of not on*y the 9adury@s as-et

ut a*so the choco*ate seg)ent as a ho*e and is in a sense a*)ost generic to the category inthe country. 9adury@s Dairy Mi*- )ust therefore through its )edia /osture e the rand

cha)/ion and carry the rand )essage. =ith ha*f the ad0ertising s/ends of 9adury@s,

9adury@s Dairy Mi*- )ust ui*d on the rand e3uity through a /re)iu) )ar-eting strategy

that ref*ects in the )edia co))unication and /ositioning as e**. This ou*d trans*ate to

*arge and continuous rand /resence. Te*e0ision is the ad0ised /ri)ary )ediu) of

co))unication as it has )ass reach, a fa0ora*e i)age, high /restige 0a*ue and is attention

getting hi*e ha0ing *o cost /er e7/osure for a high aso*ute s/end.

The )edia i** go hand'in'hand ith the ad0ertising in reaching the e7/anding target

audience the rand is reaching out to. Herein, the )edia )ust a*so su//*e)ent the youthfu*

e7uerance and ree**iousness of the ad0ertising co))unication. 9aution shou*d e

)aintained not to dent rand e3uity hi*e increasing /enetration in s)a**er tons y

using*oca**y targeted )edia channe*s in a )anner that i** a**o ca/ita*iation of the

Q/re)iu) nesses of the rand.

SUGGESTIONS

T0 41221* ,/0 810 14 0 8**0818 =/0=,/07 41/ C,7;/:

. 9hoco*ate shou*d e a0ai*a*e e0eryhere.

. They shou*d introduce ca*orie free or *o ca*orie choco*ate.

3. They shou*d /ro0ide /ac-s of a** sies so that it can e afforded y anyone.


20/22

#. The choco*ate shou*d ha0e attracti0e /ac-aging.

$. The choco*ate shou*d e energiing and hea*thy to eat.

. 2ro0ide different taste of choco*ates. Infor) aout the ingredients on ac- of a** /ac-s.

They shou*d )a-e aso*ute*y 0egetarian choco*ates.

. 2rice shou*d e -e/t *o e0en hen the choco*ate is successfu*. It shou*d e a*e to

re/*ace snac- if consu)ed i.e. hea0y hen eaten.

CONCLUSION

It is conc*uded that 9adury India !td. is /ro0iding the est 3ua*ity /roducts as /er the

needs of the consu)ers. They shou*d ta-e care of the Indian custo)s y /ro0iding /ure

0egetarian /roducts... At /resent 9I! stri0ing for internationa* 3ua*ity in their /roducts

and /rocesses.

As /er /rice of the /roduct shou*d e -e/t *o as co)/ared to its co)/etitors, the /roduct

shou*d e /urchasa*e y a** i.e. e0en a )idd*e c*ass fa)i*y /eo/*e can uy it. They

shou*d /ro0ide 0a*ue for the )oney /aid for the /roduct. Initia**y they shou*d cut on

/rofits and -ee/ /rices *o.

As /er /ac-aging of the /roduct shou*d e 0ery attracti0e, y *oo-ing at the /ac-et

consu)er shou*d e te)/ted to uy it. The /roduct shou*d a*so e a0ai*a*e in 0arious

sies. The /roduct /ac-age shou*d create an i)age in the )inds of the /eo/*e *i-e /ur/*e

co*or for 9adurys.

As /er /ro)otion ca)/aign, hich ou*d ta-e care of e7hiitions, and s/onsorshi/ on

te*e0ision /rogra)@s and festi0a*s and fairs, as a /ro)otiona* too* they shou*d distriute

free sa)/*e a)ong /eo/*e. This can e )ain*y done outside schoo*s and co**eges areas

here they )ain*y find young /eo/*e on ho) the /roduct is )ain*y ai)ed.

As /er groth of their )ar-et share through aggressi0e /roduct de0e*o/)ent, focusing on

cost co)/etiti0eness and /roducti0ity in their o/erations and inno0ati0e uti*iation of our

assets, in0esting to de0e*o/ our /eo/*e.

As /er encourage its custo)ers to gi0e their feedac- regarding the /roduct. 8n the

ra//er of the /roduct the co)/any suggests the custo)er to contact the) either y )ai*or /hone in case the consu)ers are dissatisfied ith the /roduct.


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Due to its rand 0a*ue co)/any shou*d in the hearts of consu)er and thus en4oys ord

of )outh inf*uence i.e. /ersonne* co))unication'one consu)er acts as the other

consu)er@s uying guide and ad0ices hi) to uy the /roduct. on'/ersonne*

co))unication is )edia that carries )essage ithout /ersona* contact ith the consu)er.

Ma4or )edia consists of /rint )edia, and dis/*ay )edia, and roadcast )edia. 9o)/any

shou*d ado/t the co)ination of a** these three )edia. But they use the roadcast )edia

and *ast*y the /rint )edia.

BIBLIOGRAPHY

BOOot*er 2hi*i/,C Mar-eting )anage)ent 1*e0enth 1dition, 2earson 1ducation.

F S ee*a)egha), Mar-eting in India cases ? readings", 1dition # , #$$

& Ra4endra argund-ar ? Ta/an - 2anda, Mar-eting strategies for e)erging )ar-ets,

Harsh :er)a, Brand )anage)ent te7t ? cases ",

Su/er rands India usiness or*d )againes

WEBSITES

% htt/K55.caduryindia.co)5.

# htt/K55.indiainfo*ine.co)5.

F usiness#$$$.co)

& randee-.co)

)yiris.co)


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ade7india.co)

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