BULANDSHAHR

BRAND POSITIONING OF CADBURY DAIRY MILK

Submitted to:- Submitted by:-

Ms Mayuri Tayal Man Pratap Singh 9555596

Km. Anchal Yadav 9555588

Surbhi Tyagi 9555585

CONTENTS

INTRODUCATION

COMPANY PROFILE

OBJECTIVE

RESEARCH METHODOLOGY

DATA INTERPETATION

CONCLUSION

INTRODUCATION

In today’s scenario the chocolate industry is highly competitive. In the wake ofliberalization as the economy opens up more and more international brands ofchocolate are entering into the Indian Market giving rise to competition. Gone arethe days when the chocolates were considered to be a luxury item only to beconsumed by the rich people. The chocolates appeal to all the classes irrespectiveof age, sex or status. Now the chocolates are positioned as a light meal to beconsumed between heavy meals. Some of the examples of this type of positioningare ‘Perk’ and ‘Kit Kat’ with chocolate companies having intense competition andwith reducing shelf space only those companies who market their chocolates aswell as advertise and package them will have a chance to survive in the market.

Cadbury has had the market share of about 71% followed by Nestle at about 23%followed by Amul 4% & about 2% by rest small players.

COMPANY PROFILE

Fifty years ago, the real taste of chocolate as we know it today, landed on Indian shores. An event

that carried forward the entrepreneurship and vision born as far back as 1824, when John

Cadbury set up shop in Birmingham (UK) to sell among other things - his own cocoa concoction. It

did not start as a confectionary shop but sold tea and coffee and home made drinking chocolate

or cocoa which he made for his customers. From these modest beginnings emerged Cadbury

Schweppes – that is today the leading manufacturer of confectionery and beverages in the

United Kingdom. A company that has its presence in over 200 countries worldwide and has made

the name 'Cadbury' synonymous with cocoa products in countries across the planet.

This is the brand that came to India in 1947 - to a nation that was in its infancy, a market that was ready for the

world and a people that were open to new ideas, new products.

Cadbury was originally incorporated as a wholly owned subsidiary of Cadbury Schweppes Overseas Ltd (CSOL)

in 1948. The company’s original name was Cadbury Fry (India) Ltd. In 1978, CSOL diluted its equity stake to 40%

to comply with FERA guidelines. In 1982, the name was changed to Hindustan Cocoa Products. The current

name was restored in Dec ’89. In 2001, Cadbury Schweppes made an open offer to acquire the 49% public

holding in the company. The parent holds over 90% of the equity capital after the first open offer. A second

open offer has been made to buyback the balance shareholding, after which the company would operate as a

100% subsidiary of Cadbury Schweppes.

Over the years, the company attempted several diversifications in food category,

albeit with little success. In 1986, Cadbury forayed into biscuits with Cadbury

Butter, Glucose and Bournvita brands. The business however, could not take off

and was discontinued 3-4 years later. In 1989, Cadbury diversified into ice creams

with Dollops and Lopstop brands, which were sold off to Brooke Bond in 1994.

Group Cadbury Schweppes is one of the leading global companies in beverages

and confectionery businesses. It has operations in over 190 countries.

Its leading global brands are:

• Beverages - Crush, Dr Pepper, Indian Tonic Water, Canada Dry, Crystal Light.

• Malted food beverage – Bournvita, Drinking Chocolate, Delite

• Confectionery/ chocolate - Dairy Milk, Twirl, Perk, Sour Patch, Hazel Nut, Temptations, Celebration, 5 Star, Double deck, Byte, Fruits and Nuts, Chocobix.

HIEARACHY OF CAADBURY INDIA LTD.

Chairperson

Chairman

Vice Chairman

Managing Director

Director

Company Secretary & Mgr. Financial Planning

General Manager

OBJECTIVE

To analyze the consumer preference and perception for Cadbury Chocolate with reference to other market players

Market share of competitor’s brands.

To study the consumer behavior of chocolates.

Analysis of the product, pricing, availability, quality, taste, advertising and packaging of Cadbury Chocolates.

To study the Marketing strategies & measures adopted by Cadbury.

RESEARCH METHODOLOGY

Marketing Research is a process of collecting and analyzing marketing information and ultimately to arrive at

certain conclusion. The purpose of this research is to describe the research procedure. Research Methodology

is the mean to plan out the working process or the course of action to reach the objective. It is extremely

crucial and holds the key to the success of the survey.

Cadbury India ltd. is, which is marketing products having different brands. Thus a survey method of marketing

research is essentially exploratory in nature.

Importance of Marketing Research

Marketing research has its importance not only for consumers market but also it survey effectively to the

producer of goods and services. The use of marketing research in consumer market may be explained on the

basis of following services rendered by it.

It ascertains the position of a company in specified Industry.

It indicates the present, future trend of Industry and point out how the company’s affairs are being turned up.

It helps in development and introduction of new product.

DATA INTERPETATION

42

62

Cadbury

Nestle

Amul

CONCLUSION

Cadbury’s have tried to position its chocolates as a light snack between meals (PERK), also targeted some of its

chocolates for gift purpose (DAIRY MILK) specially.

There have been efforts to create differentiation through packaging, flavor additions and advertising but apart

from the structure i.e., the shape, size and packaging there hasn’t been much difference in the product value

delivery.

The advertising effort is basically to position it as several people also con-

sume a chocolate for gift purpose on different occasions due to its packaging and size in order to maintain their

standard i.e. according to them consuming expensive chocolate is a Status Symbol.

Through survey we found that people like to see their ideal personality in advertisements.

Through survey we come to know that Cadbury has a good name and reputation because of its existence in the

market for so many years and has a very good potential in the market.

Cadbury has an excellent taste, quality & packaging and its future path is very bright. Cadbury chocolate is

easily available to consumers and it has maximum market share in chocolate business.