Acknowledgement

It is my pleasure to be indebted to various people, who directly or indirectly contributed in the

development of this work and who influenced my thinking, behavior, and acts during the course

of study.

I express my sincere gratitude to Dr. Neetu Singh {HOD Technical Education and Research

Institute} for providing me an opportunity to undergo summer training at Business Standard.

I am thankful to Mr. Vinay Tiwari {Senior Sales Executive in Cadbury} for his support,

cooperation, and motivation provided to me during the training for constant inspiration, presence

and blessings.

I also extend my sincere appreciation to Supervisor who provided his valuable suggestions and

precious time in accomplishing my project report.

Lastly, I would like to thank the almighty and my parents for their moral support and my friends

with whom I shared my day-to-day experience and received lots of suggestions that improved

my quality of work.

(Sailesh Singh Yadav)

1
 Preface

The first real insight of an organization for management student comes only during his

preparation of project work because student first interacts with real practical work. This is first

introduction to industry and its working. This project work synthesize the theoretical concept

learn in the class room and its practical orientation in organization.

In my project I have studied the “A Study On Consumer Preference for Mondelez

International at Gorakhpur”

The First chapter introductory stage of this research report is based on introduction of the

company it founders, objective, mission, strength, technologies and services.

The Second chapter introductory stage of this research report is based on introduction of

market survey its problem, objective, importance, scope, limitation and method taken in

Mondelez Cadbury India Ltd.

The Third chapter deals with research methodology. The process of carrying out the whole

research problem is defined in it. It contains information about the objectives of the research,

methods of data collection, sampling and sample design.

The Fourth chapter is data analysis and interpretation. This is the most important section of the

project work. This section contains the analysis of all the data collected so far and they are

interpreted to produce the final conclusion. It contains all the tables and charts which depicts the

result.

2
The Fifth chapter contains the finding and recommendation of the research. This is based on the

data analyzed and interpreted in the previous chapter. This is the most important section of the

research report for a report is evaluated on the validity ad correctness of findings.

The Sixth chapter depicted conclusion which concludes the whole report, that is, gives a brief

description of the process employed so far. And later chapters contain bibliography. Which

describes the list of sources from where the matter and information is collected? It contains the

list of books, authors, web sites use etc.

Sailesh Singh Yadav

3
Chapter – I
Introduction

4
Mondelez India has recorded revenue of RM750 million in 2016, a 7% increase in revenue from

the previous year, amidst challenging market conditions, it said. Positive growth of its categories

was attributed to changing consumer behaviour and relevant innovation.

“The ability to remain innovative in offering the best products and brand experience is the reason

the company has been able to deliver such strong results and why it is confident of continued

success,” the press statement read.

According to the company, this is its best performing year since its transition from Kraft Foods

five years ago. It claims to currently hold a market share in the biscuits category with of more

than 25%. It has also achieved growth for its chocolates, further consolidating its number two

share position in this category.

“2016 was a remarkable year for us because we did extremely well in various aspects of our

business and organisation. We delivered top-tier financial performance and have grown even

closer to becoming a great place to work. Our vision is to become the world’s greatest snacking

company and we’ll get there by living our purpose of creating moments of joy for our

consumers, business partners, community and colleagues,” Swadheen Sharma (pictured),

managing director of Mondelez Malaysia, said.

Moving forward, the company will look to focus on building excellence in its sales execution to

drive category growth. This includes deeper partnerships with its retailers to improve the

shopping experience, faster speed to market, improved freshness and availability.

Another focus will be its venture into e-commerce. This will be done through its collaboration

with top online shopping platforms in the country, to ensure it is consistently keeping up with

5
consumers’ lifestyles thus making its products available wherever the consumer might be. To

deepen positive impact towards the community in Malaysia, Mondelez will ensure its

commitment to its call for well-being to be a holistic one. In response to the growing consumer

preference towards healthy snacking, Mondelez has introduced more options for its consumers.

In 2017, Mondelēz will be concentrating on scaling up its Joy Schools initiative, an ‘adopt-a-

school’ programme to help children lead a healthy and active lifestyle by engaging with more

schools and increasing its engagement activities. This is also a part of the company’s global

growth ambition to make a difference in the community that it operates in.

6
 CADBURY

Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods and

7
Cadbury creates a global powerhouse in snacks, confectionery and quick meals.

With annual revenues of approximately $50 billion, the combined company is the world's second

largest food company, making delicious products for billions of consumers in more than 160

countries. We employ approximately 140,000 people and have operations in more than 70

countries.

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

existence, it today has five company-owned manufacturing facilities at Thane, Induri (Pune) and

Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi,

Mumbai, Kolkota and Chennai). The corporate office is in Mumbai.

Our core purpose "make today delicious" captures the spirit of what we are trying to achieve as a

business. We make delicious foods you can feel good about. Whether watching your weight or

preparing to celebrate, grabbing a quick bite or sitting down to family night, we pour our hearts

into creating foods that are wholesome and delicious.

Currently, Cadbury India operates in four categories viz. Chocolate Confectionery, Milk Food

Drinks, Candy and Gum category. In the Chocolate Confectionery business, Cadbury has

maintained its undisputed leadership over the years. Some of the key brands in India are Cadbury

Dairy Milk, 5 Star, Perk, Éclairs and Celebrations.

Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the

world! Our billion-dollar brand Cadbury Dairy Milk is considered the "gold standard" for

chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer.

In the Milk Food drinks segment our main product is Bournvita - the leading Malted Food Drink

8
(MFD) in the country. Similarly in the medicated candy category Halls is the undisputed leader.

We recently entered the gums category with the launch of our worldwide dominant bubble gum

brand Bubbaloo. Bubbaloo is sold in 25 countries worldwide.

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over

two decades, we have worked with the Kerala Agriculture University to undertake cocoa

research and released clones, hybrids that improve the cocoa yield. Our Cocoa team visits

farmers and advise them on the cultivation aspects from planting to harvesting. We also conduct

farmers meetings & seminars to educate them on Cocoa cultivation aspects. Our efforts have

increased cocoa productivity and touched the lives of thousands of farmers. Hardly surprising

then that the Cocoa tree is called the Cadbury tree!

Today, as a combined company with an unmatched portfolio in confectionery, snacking and

quick meals, we are poised in our leap towards quantum growth. We are the world's No.1

Confectionery Company. And we will continue to “make today delicious”!

Cadbury Fun Facts:-

The total weight of Dairy Milk produced worldwide in one year is equivalent to 7230 elephants!
CADBURY WORLDWIDE:-

Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods and

Cadbury creates a global powerhouse in snacks, confectionery and quick meals. We are currently

the world's No.1 confectionery and biscuit company. We are also the world’s second-largest food

company with sales in approximately 160 countries. We employ approximately 140,000 people.

With an incredible brand portfolio, we contrive to make a delicious difference, today and

everyday.

9
Heritage: We have come a long way since J.L Kraft started selling cheese from a horse drawn

wagon in 1903. Hard work, imagination and commitment to bring the world its favorite foods

has helped us grow into a company that touches more than a billion people in 160 countries.

Everyday.One at a time.

Some fast facts on the combined company:

Our Global Reach

 Approximately $50 billion in revenues

 25%+ of global revenue from emerging markets

 #1 in global confectionery

 #1 in global biscuits

 More than 50% of global revenue from snacks and confectionery

Our Brand Portfolio

 11 brands with more than $1 billion in revenue

 70+ brands with more than $100 million in revenue

 40+ brands over 100 years old

 80% revenue from #1 share positions

10
HOW CADBURY IS

CHOCOLATE MADE?
11
HOW IS CADBURY CHOCLATE MADE…….????

The cocoa-bean -- the heart of the sweetest delicacy in the world -- is bitter! This is why, up to

the 18th century some native tribes ate only the sweetish flesh of the cocoa fruit. They regarded

the precious bean as waste or used it, as was the case among the Aztecs, as a form of currency.

The Varieties

There are two quite different basic classifications of cocoa, under which

practically all varieties can be categorised: Criollo and Forastero cocoas. The

pure variety of the Criollo tree is found mainly in its native Equador and

Venezuela. The seeds are of finer quality than those of the Forastero variety.

They have a particularly fine, mild aroma and are, therefore, used only in the production of high-

quality chocolate and for blending. However, Criollo cocoa accounts for only 10% of the world

crop. The remaining 90% is harvested from trees of the Forastero family, with its many hybrids

12
and varieties. The main growing area is West Africa. The cocoa tree can flourish only in the

hottest regions of the world.

The Harvest

Immediately after harvesting, the fruit is treated to prevent it from rotting. At

fermentation sites either in the plantation or at, collecting points, the fruit is

opened.

Fermentation

The fermentation process is decisive in the production of high quality raw cocoa. The technique

varies depending on the growing region.

Drying

After fermentation, the raw cocoa still contains far too much water; in fact about 60%. Most of

this has to be removed.

What could be more natural than to spread the beans out to dry on the sun-soaked ground or on

mats? After a week or so, all but a small percentage of the water has evaporated.

Cleaning

Before the real processing begins, the raw cocoa is thoroughly cleaned by passing

through sieves, and by brushing. Finally, the last vestiges of wood, jute fibres,

sand and even the finest dust are extracted by powerful vacuum equipment.

Roasting

The subsequent roasting process is primarily designed to develop the aroma. The entire roasting

13
process, during which the air in the nearly 10 feet high furnaces reaches a temperature of 130 °C,

is carried out automatically.

Crushing and shelling

The roasted beans are now broken into medium sized pieces in the crushing machine.

Blending

Before grinding, the crushed beans are weighed and blended according to special recipes. The

secret of every chocolate factory lies in the special mixing ratios which it has developed for

different types of cocoa.

Grinding

The crushed cocoa beans, which are still fairly coarse are now pre-ground by special milling

equipment and then fed on to rollers where they are ground into a fine paste. The heat generated

by the resulting pressure and friction causes the cocoa butter (approximately 50% of the bean)

contained in the beans to melt, producing a thick, liquid mixture.

This is dark brown in colour with a characteristic, strong odour. During cooling it gradually sets:

this is the cocoa paste.

At this point the production process divides into two paths, but which soon join again. A part of

the cocoa paste is taken to large presses, which extract the cocoa butter. The other part passes

through various blending and refining processes, during which some of the cocoa butter is added

to it. The two paths have rejoined.

14
Cocoa Butter

The cocoa butter has important functions. It not only forms part of every recipe,

but it also later gives the chocolate its fine structure, beautiful lustre and delicate,

attractive glaze.

Cocoa Powder

After the cocoa butter has left the press, cocoa cakes are left which still contain a 10 to 20%

proportion of fat depending on the intensity of compression.

These cakes are crushed again, ground to powder and finely sifted in several

stages and we obtain a dark, strongly aromatic powder which is excellent for the

preparation of delicious drinks - cocoa. Cocoa paste, cocoa butter, sugar and milk

are the four basic ingredients for making chocolate. By blending them in

accordance with specific recipes the three types of chocolate are obtained which form the basis

of ever product assortment, namely:

Kneading

In the case of milk chocolate for example, the cocoa paste, cocoa butter, powdered or condensed

milk, sugar and flavouring - maybe vanilla - go into the mixer, where they are pulverized and

kneaded.

Rolling

Depending on the design of the rolling mills, three or five vertically mounted

steel rollers rotate in opposite directions. Under heavy pressure they pulverise the

15
tiny particles of cocoa and sugar down to a size of approx. 30 microns. (One micron is a

thousandth part of a millimetre.)

Conching

But still the chocolate paste is not smooth enough to satisfy our palates. But

within two or three days all that will have been put right. For during this period

the chocolate paste will be refined to such an extent in the conches that it will

flatter even the most discriminating palate.

Conches (from the Spanish word "concha", meaning a shell) is the name given to the troughs in

which 100 to 1000 kilograms of chocolate paste at a time can be heated up to 80 °C and, while

being constantly stirred, is given a velvet smoothness by the addition of certain amounts of cocoa

butter. A kind of aeration of the liquid chocolate paste then takes place in the conches: its bitter

taste gradually disappears and the flavour is fully developed. The chocolate no longer seems

sandy, but dissolves meltingly on the tongue. It has attained the outstanding purity which gives it

its reputation.

Who we are

Consumers inspire us

To make today delicious,we begin with our consumers.

We listen, we watch, and we learn.

We understand their joys and their challenges because we`re consumers too.

What we do

16
We make delicious foods you can feel about whether watching your weight or preparing to

celebrate, grabbing a quick bite or sitting down to family night, we pour our hearts in to creating

foods that are wholesome and delicious.

Our reach

We believe we can make a delicious difference, everywhere we`re constantly looking for fresh

ideas to improve our workplace, our partnerships, our commitments and our world.

How we behave – Our Values

We understand that actions speak louder than words, so at kraft foods:

 We inspire trust

 We act like owners

 We keep it simple

 We are open and inclusive.

 We tell it like it is.

 We lead from the head and the heart.

 We discuss. We decide. We deliver. 

How we grow:-

We focus on creating sustainable, profitable growth. And our strategies guide our efforts:

 Build a high performing organization

 Reframe our categories

 Exploit our sales capabilities

17
  Drive down costs … without compromising quality

About Our People:-

It takes great people to make great brands. Our approximately 140,000

diverse employees around the world are the reason we succeed.

CORPORATE SOCIAL
18
 RESPONSIBILITY

Corporate Social Responsibility:-

Corporate Social Responsibility (CSR) is at the heart of our success

At Cadbury India we have always believed that good values and good business go hand in hand.

It's part of our heritage and the way we do things today. CSR is about growing our business

responsibly.

Cadbury India has a tradition of caring for the environment and enriching the quality of lives of

the communities we live and work in, through a variety of result-oriented programs.

Our commitment to the Environment

Growing Community Value

Gurikha project:-

19
(Smiling Girls of Gurikhaschool (built by Cadbury India)

In 1999, we launched the Community Initiative Programme under the banner: Nutrition,
Education, Security and Love near our Malanpur factory (MP).

Gurikha Project has enlightened her to a new life of hope and some prosperity.

Village Development Committee structured by Cadbury in session.

20
As a result, we focused on healthcare and education in the nearby village of Gurikha. A nursery

school was started and key improvements were made in the primary school.

The consultation and a bit of lateral thinking led to some real social improvements: fresh

drinking water from a new village pump, a doctor's clinic, vet services for milk producing

animals and fruit trees for each household to plant during the monsoons. They also helped

increase attendance in school.

Smart girls from Cadbury aided coaching class Community Lady Worker counselling a self

help group on income generation.

In 2005, the education programme supported the Indian Government's Year of Women

Empowerment. Special focus was given to the rights and contribution of girls and to the

counteraction of female infanticide through a variety of initiatives.

21
Play school for children below 5 years of age established by Cadbury. Women Empowerment

activities will help rescue her burden

22
 AWARDS

AWARDS:-
Asian Marketing Effectiveness Awards 08

Asian Marketing Effectiveness Awards 2008 for Bournvita Folk/Fusion

campaign - GOLD award for the "Best Insights and Strategic Thinking"

and SILVER award for the 'Most Effective Use of Advertising'.

The Asian Marketing Effectiveness Awards are the region's most prestigious awards that

celebrate resourceful Asian marketing. They are designed to set the standard for effective

marketing within the region, and aim to uncover the campaigns that show results through

innovative spirit and combining creativity with effectiveness to build world class brands.

23
Cadbury India ranked 7th Great Place to Work in India

No. 1 FMCG Company

Cadbury India has been ranked as the 7th Great Place to Work and the No. 1

FMCG company in India in 2008, by the Great Place to Work Institute.

This study, in its fifth year in India , has a presence in 30 countries and is the oldest, most

comprehensive and respected workplace study worldwide. Over two hundred companies

throughout India participated in the survey, which measured the degree of satisfaction of

employees with their place of work and picked out the best working environments. This is the

fourth time we have featured amongst the Great Places to Work in India . We were ranked 10th

in 2003, and were among the top 25 in 2004 and 2005.

Great Place to Work 2007

'Cadbury India' has been awarded the "Bronze Award for Excellence in People

Management" in the 'Great Place to Work 2007' survey conducted by Grow

Talent Company Limited and Businessworld. The award recognizes Cadbury

India as a national leader in the area of Human Resource Management.

Business World along with Grow Talent has been carrying out the 'Great Place to Work' survey

for the past 4 years. This award is based on the ranks received in top 25 list of the Great Place to

Work India studies conducted in the last four years

ABBY Award wins for India.

The prestigious ABBY awards, held in March, recognise creative excellence in the Indian

Advertising Industry. The Ulta Perk campaign won four Silver Awards in total and the Cadbury

Dairy Milk Campaign, Miss Palampur, also won a Silver Award. This year Cadbury also

sponsored the new 'Young ABBY' Award.

24
Bournvita won the Emmvie Gold for the Best Media Innovation - TV.

Cadbury Dairy Milk &Bournvita crowned as Consumer Superbrands

Cadbury Dairy Milk &Bournvita have done it again. For the

second time running, Cadbury Dairy Milk &Bournvita have been declared a `Consumer

Superbrand' for 2006-7 by Superbrands India

ry won the Emmvie Gold for the Best Media Innovation - TV, for brand Bournvita, for the entry

Physical symbol of Confidence.

Cadbury- Ranked among India's most respected companies

Cadbury India has been ranked 5th in the FMCG sector, in a

survey on India's most respected companies by sector conducted by Business

World magazine in 2007

Cadbury wins the Effies 2006

Pappu does it again!

25
 At the recent Effie 2006 awards organized by The Advertising Club of Mumbai, our 'Pappu

Pass Ho Gaya' advertising campaign bagged two more awards - Gold in the Consumer Products

category and Silver in the Integrated advertising campaign category

Cadbury India roars at Cannes

Cadbury India received a bronze award at the Cannes Lions International Advertising Festival

for partnering with a mobile phone operator in 2005 to provide exam results via SMS to school

children.

Cadbury India is a Great Place to Work

The 'Great Place to Work' Institute study listed Cadbury India as a Great

Place to work in 2005 for the third time in a row. Incidentally,

Cadbury was in the Top 25 in 2003, 2004 and 2005 too.

Reader's Digest Award recognizes Bournvita

Bournvita won the 'Reader's Digest Trusted Brands' Gold Award for the vitamin

health supplement category in Indian in 2006. The merit was based on 7000

responses from questionnaires and telephone interviews across Asia.

SurakshaPuraskar Award – 2005

26
 Cadbury India's Bangalore factory has received the "SurakshaPuraskar" safety

award from the National Safety Council - Karnataka chapter.

National Safety Council (NSC) was set up by the Ministry of Labour,

Government of India in 1966, as an autonomous body to generate, develop and sustain a

voluntary movement on Environment, Health and Safety

SUPERBRANDS:-

Cadbury Dairy Milk and Bournvita have achieved the distinction of a 'Superbrand' as awarded by

the uperbrands India Council

REGISTERED OFFICE:-

Cadbury India Ltd.

Cadbury House

19, B Desai Road

Mumbai 400 026

Maharashtra

India

Tel: +91 22 4007 3100

Fax: +91 22 2352 1845

REGIONAL OFFICE

27
Mumbai

Cadbury India Ltd.

Reyn. Basera Annexe

Near Cooper Hospital

Vile Parle West

Mumbai 400 056

Maharashtra

India

Chennai

Cadbury India Ltd.

146- Second Floor

Royapeth High Road

Mylapore

Chennai 600004

Tamil Nadu

India     

Delhi

Cadbury India Ltd

303 - 305

3rd Floor, Vipul Agora

M.G. Road

Gurgaon - 122 002

28
Kolkata

Cadbury India Ltd

9-A Esplanade Row

Kolkota - 700 069

West Bengal

India

  OUR FACTORIES:-

Thane

Cadbury India Ltd

1 Pokhran Road

Eastern Express Highway

Thane 400 606

Maharashtra

India  

Pune

Cadbury India Ltd

Induri Factory

TalegaonDabhade

Pune 410 507

Maharashtra

India

29
 Himachal Pradesh

Cadbury India Ltd

Works: Hadbast No 199

Village SandholiBaddi

Tehsil- Nalagarh

Dist. Solan 173205

Himachal Pradesh

India  

Gwalior

Cadbury India Ltd

Plot No 25

Malanpur

Industrial Area

Village Gurikha

Tehsil Gohad

Gwalior - 477 116

Madhya Pradesh

India

Bangalore

Cadbury India Ltd

Jodi Hanumanapalya

Mahadevapura Post

Mangalore Road

30
Nelamangala 562 123

Bangalore

Karnataka

India    

COCOA OPERATIONS:-

Cochin

Cadbury India Ltd

Cocoa Operations

NearThrikkakara

Pipe Line Junction

Thrikkakara P.O

Cochin 682021

KERALA

INDIA

WORK RELATED ROAD SAFETY POLICY:-

The following 8 policy statements apply to the Company-wide Work Related Road Safety

(WRRS) programme that ensures the safe, proper and professional operation of vehicles used to

conduct Cadbury Company business. They are unequivocal requirements for all persons

authorised by Cadbury to operate vehicles when conducting business on behalf of Cadbury:

31
1. Driving whilst impaired

The driving of a motor vehicle whilst impaired through fatigue, alcohol, drugs or a

medical condition that may affect driving performance is prohibited.

2. Fitness to drive

At all times fitness to drive shall be at the discretion of the nominated driver and

reasonable caution shall be applied.

For example, following long haul or overnight sector flying drivers should consider their

fitness to drive a motor vehicle and when appropriate, should take other means of

transport to their destination or take local accommodation at the Company’s expense to

enable adequate rest prior to driving.

3. Seat belts

Seat belts shall be worn by the driver and all passengers whilst driving on Company

business or driving a Company vehicle at any time. Exception to this is only permissible

for two-wheeled vehicles and where, for short-term hire and contract-provided vehicles,

including taxis, rear-seat seatbelts are not the norm. All efforts shall be made when

making reservations to meet these seat belt requirements.

The driver is accountable for ensuring that everyone in the vehicle wears a seat belt. Seat

belts shall be fitted in accordance with vehicle manufacturer standards to all Company

vehicles. The minimum standard is a lap seat belt for the driver and all passengers.

Preferred is a three point seat belt for driver and all passengers.

4. Motorcycle helmets Motorcycle helmets shall be worn by the driver and all passengers

on a motorcycle whilst the engine is running. The driver is accountable for ensuring that

32
 pillion passengers wear a safety helmet. Where permitted, headlamps shall be on at all

times the vehicle is in operation.

5. Mobile phones and other hand-held electronic devices Hand-held electronic devices

including mobile phones should not be used whilst the vehicle is in motion. This practice

shall include SMS text.

The use of mobile telephones whilst a vehicle is in motion shall be limited to voice

communication and shall be used only when absolutely necessary. In such cases the

mobile telephone shall use an appropriate hands-free device.

6. Bicycles

The riding of bicycles for the purpose of conducting Company business is permitted

where line management have defined conditions of use e.g. risk assessment, training and

wearing of appropriate protective equipment and clothing. The wearing of high visibility

garments and helmets is strongly recommended.

7. Smoking

Smoking is not permitted in any Cadbury owned or leased vehicle.

8. Hitchhikers

Hitchhikers shall not be given lifts whilst driving any vehicle on Company business

FAQ`S:- FREEQUENTLY ASKED QUESTIONS

The chocolate bar that I purchased has white spots on the surface? Why does this happen?

When chocolate has undergone prolonged exposure to heat and subsequent cooling it results in

33
discolouration of the surface. This is caused by the separation of the cocoa butter, which

solidifies on the surface giving it a white appearance.

Who should I contact if the chocolate is damaged?

You can contact our Toll Free No. 1800 22 7080 (available from select cities only) for any

product-related issues.

Alternatively, write to:

Cadbury Consumer Services Cell

P.O. Box – 26516

Mumbai – 400 026

Tel. : +91 22 4007 3100

Email: [email protected]

Will I get a replacement if the chocolate is damaged?

Yes. We have a "no-questions-asked" replacement policy.

Is it possible to organize a factory visit for my family?

No. At this point in time, we do not organize any factory visits.

I need some additional information on Cadbury for my project in school/college. Whom

should I contact?

Most of the information is already provided on our website. However if you need any further

information, please write to us via the contact us section.

34
Whom should I contact for sponsorships or donation requests?

You can submit your requests online. We will evaluate and respond on a case-to-case basis.

I need to buy huge quantities of chocolates? Can I buy them at a discounted rate directly

from the company?

You could send us your request online and our sales team will get in touch with you accordingly.

I am a journalist and need to contact the company. Whom should I speak write/speak to?

You can contact R D'Souza - Associate Vice President - Corporate Affairs by email –

[email protected]

35
 INDUSTRY TRENDS

INDUSTRY TRENDS

Confectionery Industry

The confectionery industry in India is approximately divided into:

 Chocolates

 Hard-boiled candies

 Eclairs& toffees

 Chewing gums

36
  Lollipops

 Bubble gum

 Mints and lozenges

The total confectionery market is valued at Rupees 41 billion with a volume turnover of about

223500 tonnes per annum. The category is largely consumed in urban areas with a 73% skew to

urban markets and a 27% to rural markets.

Hard boiled candy accounts for 18%, Eclairs and Toffees accounts for 18%,

Gums and Mints and lozenges are at par and account for 13%. Digestive

Candies and Lollipops account for 2.0% share respectively.

Overall industry growth is estimated at 23% in the chocolates segment and sugar confectionery

segment has declined by 19%.

Cadbury with Dairy Milk, Perk, Gems, 5 Star, Celebrations, Bytes, Dairy Milk

Eclairs, Eclairs Crunch, Mr. Pops and Halls brands is a key player in the

chocolate, eclairs, lollipops, and mints segments.

 Milk Beverages

The Milk Beverages industry is valued at Rupees 16.1 billion with an annual

turnover of approx 63,000 tonnes. As per Nielsen estimates the industry is

growing at 10.1%.

Cadbury is a key player in the segment with Cadbury Bournvita and Cadbury

Bournvita 5 Star Magic

37
COMPETITORS

In INDIAN market

1. Cadbury`s share 70 percent

2. Nestle 24 percent

3. Amul 04 percent

4. Others 02 percent

In Global market Scenario

1. HERSHEY`S

2. Immersion

3. Lindt

4. Ferrero rocher

5. Nestle

6. Bounty

7. Nutties

BRANDS

38
(A) Chocolate

1 CADBURY DAIRY MILK

2. 5 STAR

3.PERK

4.CELEBRATIONS

5.TEMPETATION

6.ECLAIRS

7.GEMS

(B) SNACKS

1. BYTES

(C) BEVERAGES

1. BOURNVITA

(D) CANDY

1. HALLS

(E) GUMS

1. BUBBALOO

CADBURY DAIRY MILK

The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey

with chocolate lovers in India began in 1948.

39
The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of

Cadbury Dairy Milk.

The variants Fruit & Nut, Crackle and Roast Almond, combine the classic

taste of Cadbury Dairy Milk with a variety of ingredients and are very

popular amongst teens & adults.

Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater

to the urge for 'something sweet' after meals.

Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk

Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a

delightful combination of milk chocolate and white chocolate. Giving consumers an exciting

reason to keep coming back into the fun filled world of Cadbury.

Our Journey:

Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has

participated and been a part of every Indian's moments of happiness, joy and celebration. Today,

Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.

In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for

children. In the Mid 90's the category was re-defined by the very popular `Real Taste of Life'

campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child in

every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared

good feelings'.

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.  

  The 'Real Taste of Life' campaign had many memorable executions, which people still

fondly remember. However, the one with the "girl dancing on the cricket field" has remained

etched in everyone's memory, as the most spontaneous & un-inhibited expression of happiness.

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

Club, Mumbai) awards.

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

consumption amongst the masses, through the 'KhanewalonKoKhaneKaBahanaChahiye'

campaign. This campaign built social acceptance for chocolate consumption amongst adults, by

showcasing collective and shared moments.

More recently, the 'KuchMeetha Ho Jaaye' campaign associated Cadbury Dairy Milk with

celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language. It

has been adopted by consumers and today is used extensively to express joy in a moment of

achievement / success.

The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious

Cannes Advertising Festival 2006 for 'Best use of internet and new media'. The idea involved a

41
tie-up with Reliance India Mobile service and allowed students to check their exam results using

their mobile service and encouraged those who passed their examinations to celebrate with

Cadbury Dairy Milk.

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

Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global

benchmark for effective advertising campaigns) awards.

Did You Know:

Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005 edition of

Brand Equity's Most Trusted Brands survey.

During the 1st World War, Cadbury Dairy Milk supported the war effort. Over 2,000 male employees

joined the armed forces and Cadbury sent books, warm clothes and chocolates to

the front.

5 STAR

Chocolate lovers for a quarter of a century have indulged their

taste buds with a Cadbury 5 Star. A leading knight in the Cadbury

portfolio and the second largest after Cadbury Dairy Milk with a market

share of 14%, Cadbury 5 Star moves from strength to strength every year

by increasing its user base.

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Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside,

Cadbury 5 Star has re-invented itself over the years to keep satisfying the consumers taste for a

high quality & different chocolate eating experience.

One of the key properties that Cadbury 5 Star was associated with was its classic Gold colour.

And through the passage of time, this was one property that both, the brand and the consumer

stuck to as a valuable association.

   

Cadbury 5 Star was always unique because of its format and any communication highlighting

this uniqueness, went down well with the audiences. From 'deliciously rich, you'd hate to share it'

in the 70's, to the 'lingering taste of togetherness' & 'Soft and Chewy 5 Star' in the late 80's, the

communication always paid homage to the product format. More recently, to give consumers

another reason to come into the Cadbury 5 Star fold, Cadbury 5 Star Crunchy was launched. The

same delicious Cadbury 5 Star was now available with a dash of rice crispies.

Cadbury 5 Star & Cadbury 5 Star Crunchy now aim to continue the upward trend. This different

and delightfully tasty chocolate is well poised to rule the market as an extremely successful

brand.

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Did you know:

Cadbury 5 Star played an adept cupid for young couples in love in the 70's. In fact, Cadbury 5

Star was a way of professing undying love for the significant other.  

CADBURY PERK

A pretty teenager; a long line, and hunger! Rings a bell? That was how Cadbury launched its new

offering; Cadbury Perk in 1996. With its light chocolate and wafer construct, Cadbury Perk

targeted the casual snacking space that was dominated primarily by chips & wafers. With a

catchy jingle and tongue in cheek advertising, this 'anytime, anywhere' snack zoomed right into

the hearts of teenagers.

Raageshwari started the trend of advertising that featured mischievous, bubbly teenagers getting

out of their 'stuck and hungry' situations by having a Cadbury Perk. Cadbury Perk became the

new mini snack in town and its proposition "Thodisi pet pooja" went on to define its role in the

category.

As the years progressed, so did the messaging, which changed with changes in the consumers'

way of life. To compliment Cadbury Perk's values, the bubbly and vivacious PreityZinta became

the new face of Perk with the 'hunger strike' commercial in the mid 90's.

In the new millennium, Cadbury Perk moved beyond just owning 'hunger' to a

"Kabhibhikaisebhi" position, because the urge for Cadbury Perk could strike anytime and

anywhere.

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With the rise of more value-for-money brands in the wafer chocolate segment, Cadbury Perk

unveiled two new offerings - Perk XL and XXL.

The temptation to have more of Cadbury Perk was made even greater with the launch of Cadbury

Perk Minis in 2003 for just Rs. 2/-

In 2004, with an added dose of 'Real Cadbury Dairy Milk' and an 'improved wafer', Perk became

even more irresistible. The product was supported in the market with a new look and a new

campaign. The advertisement spoke of the irresistible aspect of the brand, with 'Baaki sab Bhoola

de' becoming the new mantra for Cadbury Perk.

Did you know:

Cadbury Perk advertising has been a launch pad for Bollywood stars – Preity Zinta,

Raageshwari, Gayatri Joshi and Amrita Rao, were all Perk models before they made it big on

cinema screens.

CADBURY CELEBRATION

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Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry-

fruits during festive seasons.

Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5

Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk

chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut butterscotch and

caramels.

The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is an

exotic range of chocolate covered dry fruits and nuts in various flavours and the premium dark

chocolate range which is exotic dark chocolate in luscious flavours.

Cadbury Celebrations has become a popular brand on occasions such as Diwali, Rakhi, Dussera

puja. It is also a major success as a corporate gifting brand. The communication is based on the

emotional route and the tag line says "rishtepakne do" which fits with the brand purpose of

strengthening your relationships with something sweet.

 Did you know:

The "RishtePakne do" jingle was penned by noted writer Gulzar.

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Eclairs advertising over the years has talked about the mesmerizing taste

of Eclairs because of the Cadbury Dairy Milk chocolate it contains at its

center. The 'Kar De DilPeJadoo' campaign illustrated this in a youthful

college context. The Eclairs Crunch variant has also had an encouraging

response from both teens and pre-teens. Currently, the chewy and the

crunchy variants are both enjoyed by the Eclair consumer.

Did you know:

A sign in front of our Nigeria factory describes Choclairs as "the sweet

with heart on the inside.

GEMS

The saying "Good things come in small packets" has been proven right many a times and it

couldn't have been truer for the pretty chocolate buttons called Gems. Who can forget the

unique, brightly colored chocolate buttons with crispy shells, encased in a pack that's as colorful

as the product itself? Unrivalled in all these years, Cadbury Gems has captured every

47
consumer's fantasy for almost 4 decades. Little wonder that Cadbury Gems, the brand that came

into India in 1968 is still going strong.

The sheer taste and the fun associated with eating Cadbury Gems and the joy of sharing it with

friends has made the brand a dear companion and a source of nostalgia for consumers.

Cadbury Gems brings happiness to the consumer's world. With this promise in mind, Cadbury

Gems has always had 'Masti' as the key proposition in all its communication. In fact, Cadbury

Gems is always a willing ally for pranks and fun.

Cadbury Gems has continuously tried to be relevant and exciting for

consumers. In its constant attempt to contemporarise, a unique stand up tube

pack with a flip top was launched, which became an instant hit with

consumers.

Early 2006 gave consumers one more reason to celebrate with Cadbury Gems;

the launch of Cadbury Fruity Gems, a fruit flavoured variant with a crispy shell outside and

white chocolate inside. Now consumers had not one, but two reasons to enter the 'Masti' world of

Cadbury Gems.

Today, Cadbury Gems has established itself as one of the leading brands in its segment. With the

single-minded purpose to delight every consumer and help them discover the fun, exciting and

adventurous side of life, Cadbury Gems will continue to be the leading brand in Cadbury India's

portfolio.

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Did you know:

The colourful world of Cadbury Gems does not include the colour black

CADBURY BYTES

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

snack market.

Cadbury Bytes is a one of a kind snack, in that it is sweet and not salty, as compared to most of

the other snacks. It's a bite sized snack with a crunchy wafer and rich Choco cream filling. There

are three variants of Bytes available in the market - Regular, Coffee and Strawberry, at two price

points- Rs 5 and Rs 10.

Cadbury Bytes is targeted at teens as they are the largest consuming segment of packaged snack

category. They are also the gateway to the family, especially for a new sweet snack.

With Bytes, Cadbury has entered into a new category with well entrenched and established

brands. It is an exciting challenge for us to take the brand forward and make it a stupendous

success.

Cadbury Bytes is positioned as the 'only sweet snack' in the world of salty snacks. The

proposition we have arrived at is "Snacking kameethafunda", where we take a pot-shot at other

snacks, by saying `Har snack namkeennahihota'. The product is all about breaking a cliché and

teenagers identify with breaking stereotypes. The new commercials- 'Tommy' and 'Villain', talk

about breaking the stereotype.

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CADBURY BOURNVITA

Cadbury was incorporated in India on July 19th, 1948 as a private limited company under the

name of Cadbury-Fry (India). Cadbury Bournvita was launched during the same year.

It is among the oldest brands in the Malt Based Food / Malt Food category with a rich heritage

and has always been known to provide the best nutrition to aid growth and all round

development.

Throughout it's history, Cadbury Bournvita has continuously re-invented itself in terms of

product, packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has

helped the brand maintain its leadership position and image over the last 50 years.

The Journey:-

The brand has been an enduring symbol of mental and physical health ever

since it was launched in 1948. It is hardly surprising then, that Bournvita

enjoys a major presence in the Malt Food market. Given its market share of

17%, Cadbury Bournvita reaches across hundreds of cities, towns and

villages through 3,50,000 outlets in India.

It is a universal truth that mothers attach a lot of emotional importance to nourishment while

bringing up their children. However, children always look out for the tastiest option to make

their daily dose of milk more enjoyable.

Cadbury now offers two options to capture this appeal: Cadbury Bournvita, with its popular

50
chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich

chocolate and caramel flavour of Cadbury 5 Star.

Cadbury Bournvita advertising has moved with the times to reflect the changing needs of the

consumers.

During the '70s the communication centered on 'Good upbringing' and Bournvita became an

essential building block for childhood. "Goodness that grows with you" was the campaign idea

that communicated this thought.

In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with the more aggressive "Brought

up right, Bournvita bright" campaign, which was very successful during its time.

In the early '90s all brands in the category provided purely physical benefits like nourishment,

energy and growth. It was at this time that Bournvita decided to raise the bar by promising

physical and mental benefits. This resulted in the famous Tan Ki Shakti, Man Ki Shakti

Campaign which became an anthem for the brand.

In the new millennium, keeping pace with the evolving mindsets of the new age consumers,

Cadbury Bournvita is about arming consumers with Confidence to take on physical and mental

51
challenges that nobody else can, resulting in one of the most successful advertising campaigns

which is based on 'Real Achievers who have grown up on Bournvita'.

Did you know:

 In the 1980 Moscow Olympics, Cadbury Bournvita was the official health drink for the

Indian team

 The Cadbury Bournvita Quiz Contest, which started airing on April

12th 1972, is India's longest running national school quiz contest.

Starting out as a contest held in cities, and then on radio, the contest

currently has been running for over 10 years on satellite television. It

has over 500 episodes to its credit, and today the contest directly

reaches more than 11,25,000 students, in 4000 schools across 66 cities and 7 countries -

UAE, Kuwait, Qatar, Oman, Bahrain, Nepal and India.

CADBURY HALLS

Halls accounts for 50% of international cough drop sales and is the leading sugar confectionery

brand in the world. In 1930’s, the Hall brothers invented its Mentho-Lyptus formula, using a

combination of menthol and eucalyptus, and began producing cough drops. The cough drops

were introduced into the US during the mid-1950s. Warner-Lambert recognised the potential of

the product and acquired Halls in 1964. In 1971, Warner Lambert began selling Halls under the

Adams family, and the first national television campaign was aired in the US & the results were

a resounding success.

52
Our Journey:

Halls was first launched in India in 1968 & soon established itself as

a ‘therapeutic’ candy competing in the cough lozenge market. Halls

has been sold in India as part of the Pfizer & Warner Lambert networks before it came into the

Cadbury fold in 2003 as part of a global merger with Adams Confectionery.

Halls has had a colourful advertising history in India & was infact, one of the earliest brands to

advertise on television in India. In the 1980’s, Ad’s featuring MeenakshiSheshadri and later,

VijetaPandit on its unique ‘vapour action’ formula with a classic Halls Jingle were aired which

established the brand firmly in the market. In the 90’s, Halls advertising adopted a different take

with its ‘Traffic Jam’ Ad where Halls restores order to a situation of chaos & the early 2000’s

saw Halls advertising on the ‘refreshment’ platform. Over the years Halls has been strongly

positioned on the` soothes sore throat ’ benefit in the consumers mind.

Halls continues to be one of the leading mint brands in India even in the changed competitive

context.

Did You Know:

  Halls is marketed in 24 different countries around the world & is offered in over 26

flavours.

  Halls produced the largest sweet in the world in 1964. Weighing 76kilos, the sweet was

put on exhibition in New York.

  Halls accounts for more than 50% of international cough drop sales.

53
   In 2002, people consumed 100,000 tons of Halls!

CADBURY GUMS:- Bubbaloo

Cadbury India has expanded its confectionary portfolio in 2007 by foraying into the Bubble gum

category with the launch of Bubbaloo Bubblegum- a successful bubblegum brand from its

international portfolio.

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

It is filled with a high level of a great tasting fruit flavoured liquid that floods your mouth

instantly.

Bubaloo is currently available in two yummy flavors- Strawberry and Mixed Fruit.

The communication focuses on the "fun filled liquid centre " of Bubbaloo and is anchored by

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

Did you Know ?

Bubbaloo was first launched in 1984.

Bubbaloo is sold in 25 countries and is particularly popular in Latin America. The record for the

largest bubblegum bubble ever blown is 58.4cm. The bubble was blown by Susan Montgomery

54
Williams of Fresno, California, USA at the ABC-TV studios in New York City, in 1994.

HISTORY OF CADBURY

The origins of chocolate can be traced back to the ancient Maya and Aztec

civilisations in Central America, who first enjoyed 'chocolatl'; a much-prized

spicy drink made from roasted cocoa beans.

Throughout its history, whether as cocoa or drinking chocolate beverage or confectionery treat,

chocolate has been a much sought after food.

Because cocoa beans were valuable, they were given as gifts on occasions such as a child

coming of age and at religious ceremonies. Merchants often traded cocoa beans for other

commodities such as cloth, jade and ceremonial feathers.

''Chocolate' (in the form of a luxury drink) was consumed in large quantities by

the Aztecs: the drink was described as 'finely ground, soft, foamy, reddish, bitter

with chilli water, aromatic flowers, vanilla and wild bee honey'.

The dry climate meant the Aztecs were unable to grow cocoa trees, and had to obtain supplies of

cocoa beans from 'tribute' or trade.

55
 The Spanish invaded Mexico in the 16th century, by this time the Aztecs had

created a powerful empire, and the Spanish armies conquered Mexico. Don Cortes

was made Captain General and Governor of Mexico.

When he returned to Spain in 1528 he loaded his galleons with cocoa beans and equipment for

making the chocolate drink. Soon 'chocolate' became a fashionable drink enjoyed by the rich in

Spain..

An Italian traveller, Francesco Carletti , was the first to break the Spanish

monopoly. He had visited Central America and seen how the Indians prepared the

cocoa beans and how they made the drink, and by 1606 chocolate was well

established in Italy.

The secret of chocolate was taken to France in 1615, when Anne, daughter of

Philip II of Spain, married King Louis XIII of France.

The French court enthusiastically adopted this new exotic drink, which was

considered to have medicinal benefits as well as being a nourishing food.

56
Gradually the custom of drinking chocolate spread across Europe, reaching England in the

1650s.

Modern Trade Mondelez Chocolate Industry

Modern Trade (MT) consists of supermarkets and hypermarkets that retail Fast Moving

Consumer Goods (FMCG) goods. Also known as organized retail, this retail format started in

India in the early 1990s, and since then has slowly been gaining in importance. As per Nielsen,

the proportion of consumers who claim to shop at MT "occasionally" has grown from 54% last

year to 66% in 2016. This growth is being fuelled by many factors such as a comfortable and

modern shopping experience, access to diverse categories as well as a wide variety of brands

under a single roof and attractive prices. A whopping 54% of the MT shoppers actively seek

promotional deals, with 35% of them making bulk purchases. In fact, organized retail has gained

57
momentum with increasing numbers of 'urban crossover shoppers' who patronize multiple store

types. They visit MT stores but also rely on the neighborhood Kirana stores (General Trade) to

replenish day-to-day convenience shortfalls. Nielsen's study states that over a third of the Indian

shoppers, on average, frequent 2 or more types of stores.

Traditional Trade -

Indian markets seriously seem to run on the success path off late, especially after the power shift

things look like they are changing this time it’s to the healthier side. The economy is growing as

the trades flourish and there is business from all parts of the globe. Eatables are major

commodities that India trades (both imports and exports). Chocolates are among most demanded

products in India, there are several renowned companies manufacturing premium to moderate

quality chocolate products.

The likes of Mondelez India (Cadbury’s) and Nestle India have quite a strong hold, (something

good for Nestle after the Maggi row). The home grown companies like the government

backedAmul and massive private multi-industry player ITC looking to snatch bigger pies in the

circle. The domestic chocolate market is estimated at bit more than 7,000 crores INR. This is

quite a big industry when considered that chocolate isn’t a natural sweet dish in India. The

premium range of chocolates has a presence of 10-12 % which is constantly on an upward

growth.

Factors reasoned for the Growth:

Developing economic conditions, rising disposable incomes, change in lifestyle and a rich

population of youngsters are prominent elements for the chocolate business growth in India.

Long ago, in 1998 Mondelez India Foods (widely known by old name Cadbury’s) introduced the

Rs.5 packet; this was primly done to penetrate into the rural areas and to grow consumption

58
among adults. The idea turned out to be a super successful one, as the brand shot up to a

premium range and the company revenues spun with profits.

Chocolate Business in India, calls for celebrations:

By the end of 2014, the Indian industry for chocolates was calculated at 58 billion INR and it is

projected to reach 122 billion INR with a CAGR of 16% by 2019.

As mentioned, Nestle India and Mondelez India top the charts with a whopping 92% of the total

sales all over the country in 2014. International brands like Mars and Ferrero India are launching

their products and slowly trying to gain momentum.

Milk chocolate is undoubtedly the most liked chocolate variant in India with a strong hold of

75% market. The dark chocolate which was once ‘not so preferred’ is today the fastest growing

segment with a 9% market share. Moreover, companies like Cadbury’s, Nestle India and ITC are

introducing products like Bournville and Dark Chocolate to pump in the dark chocolate segment

in India.

Urban population in India are chocolate eaters:

80% of India’s chocolate consumption comes from the urban regions. Unsound infrastructure,

defective warehousing and transportation facilities are some factors which are hurdles in the

growth of rural chocolate market in India. Although, the scene is much better than what it was in

the past as villages and towns today are increasingly aware about products and consume

chocolates more often.

59
 SWOT ANALYSIS OF CADBURY INDIA LTD.

Strengths

 Cadbury is the largest global confectionery supplier, with 9.9% of global market share.

 High financial strength (Sales turnover 1997, £7971.4 million and 9.4%)[1]

 Strong manufacturing competence, established brand name and leader in innovation.

 Advantage that it is totally focused on chocolate, candy, chewing gum, unique

understanding of consumer in these segments.

 Successfully grown through its acquisition strategy. Recent acquisitions, including

Adams, 2003, enabled it to expand into important markets like the US market.

Weaknesses

The company is dependent on the confectionery and beverage market, whereas other

competitors e.g. Nestle have a more diverse product portfolio, where profits can be

used to invest in other areas of the business and R&D.

60
 Other competitors have greater international experience - Cadbury has traditionally been

strong in Europe. New to the US, possible lack of understanding of the new emerging

markets compared to competitors.

Threats

Worldwide - there is an increasingly demanding cost environment, particularly for

energy, transport, packaging and sugar. Global supply chain in low cost locations.

Competitive pressures from other branded suppliers (national and global). Aggressive

price and promotion activity by competitors - possible price wars in developed

markets.

Social changes - Rising obesity and consumers obsession with calories counting.

Nutrition and healthier lifestyles affecting demand for core Cadbury products.

Opportunities

New markets. Significant opportunities exist to expand into the emerging markets of

China, Russia, India, where populations are growing, consumer wealth is increasing

and demand for confectionery products is increasing.

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The confectionery market is characterized by a high degree of merger and acquisition

activity in recent years. Opportunities exist to increase share through targeted

acquisitions.

Key to survival within the FMCG market is increasing efficiency and reducing costs.

Cadbury Fuel for Growth and cost efficiency programmes seek to bring cost savings by:

1) Moving production to low cost countries, where raw materials and labour is cheaper

ii) reduce internal costs - supply chain efficiency, global sourcing and procurement,

and wise investment in R&D.

Innovation is key driver. To respond to changes in consumer tastes and preferences -

healthier snacks with lower calories need to be developed. R&D and product launches

have led to sugar-free &centre filled chewing gum varieties and Cadbury premium

indulgence treat. Low-fat, organic and natural confectionery demand appears strong.

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Mondelez Cadbury Distribution Channel-

Mondelez Cadbury Chocolates is also relying on strong distribution push to make its presence

felt in India under Cadbury. The brand is focusing both on modern and retail trade.  As we know

that the various levels of marketing Channels for any product which can be zero, one, two, three

depending upon how the product flows from manufacturer to consumer.

Oreo in this case uses a hybrid of  level 1 and  3 for consumer marketing channels.

PRODUCER —–> RETAILER —-> CONSUMER    (LEVEL1)

PRODUCER —–>DISTRIBUTOR—-> RETAILER —-> CONSUMER (LEVEL3)

Cadbury the manufacturer of Chocolates in India, produces it and then directly send it to the

retailers like the Supermarts, departmental stores etc. Also in places where there is heavy

distributorship, Cadbury involves two level channel systems which goes through a wholesaler

and a retailer. This is the most commonly used in consumer markets. Like for example

Chocolates will send its stock to a wholeseller in Chennai who will in turn sell it to a retailer lets

say Big bazaar, Hypercity or a departmental store.

63
Chocolate’s reach since its been only 3 years in the Indian market has been found to be low

when compared to that of its competitors and these gaps found in the process of distribution of

Chocolates need to be identified. Chocolates distribution can be increased and bring it in-par to

its competitors and thus increase the sales of Chocolates by identifying potential areas and store

types especially in the Tier2 and Tier3 cities.

        

SALES –

A SALE is the pinnacle activity involved in selling products or services in return for money or

other

compensation. It is an act of completion of a commercial activity.

Sales management is attainment of an organization’s sales goals in an effective & efficient

manner through planning, staffing, training, leading & controlling

organizational resources. Revenue, sales, and sources of funds fuel organizations and the

management.

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Cadbury India’s sales grew 40%, thanks to the successful launch of world’s largest selling

cookie Chocolates in March as well as double digit growth of most existing Cadbury

brands. Sales of its peers including HUL, ITC, chocolate have grown between 15%-20% during

the same period. The SALES depends upon the pricing stratedy the marketing communications

efforts, product, brand and the Distribution network which CADBURY has all in place and have

elevated the sales to a high.

About these ads

65
CHAPTER – 2

Objective
Scope
&
Importance

66
 Objective

1. To study about the Mondelēz Cadbury scenario of customer preference in Gorakhpur.

2. To find out the satisfaction level of customer about the Mondelēz Cadbury of Gorakhpur

city.

3. To know about the focus of Mondelēz Cadbury toward Modern marketing as well as

Traditional marketing.

4. To analysis the increase in Mondelēz Cadbury product in Gorakhpur city during the

training period.

5. To study about the problem and issue faced by Mondelēz Cadbury in Gorakhpur city’s

market.

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 Scope
In this ‘Choose Cadbury’ campaign, the product ingredient of milk has been elevated from a

practical, rational platform to an emotional one Cadbury can deliver on optimism, happiness and

a feel-good factor. If a brand can do all this, the decision to purchase this brand over all other

chocolate brands seems to be logical and inevitable.

 To understand the market demand of these products.

 To understand the order creation and delivery procedures of these products.

 To understand the procedures of taking customers feedback and incorporating it with

improvement of products.

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 Importance
 For children, consumption is linked to having fun. Any consumption that children regard

as fun will also appeal to their parents, who do the spending.

 Other companies manage to associate consumption with children having fun. For

example, Disney offers Disneyland, where, in the course of having a good time, children

meet loveable characters whom they link with the purchases that parents make on their

behalf, such as cinema tickets, videos, cuddly toys.

 Good ideas may be transferable. For confectionery consumption to be viewed not merely

as pleasurable but also fun, the company's products need to take on some characteristics

of the entertainment industry.

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CHAPTER – 3
Research Methodology

70
 Research Methodology

Research is a common language refers to a search of knowledge. Research is scientific &

systematic search for pertinent information on a specific topic, infect research is an art of

scientific investigation. Research Methodology is a scientific way to solve research problem. It

may be understood as a science of studying how research is don’t scientifically. In it we study

various steps that are generally adopted by researchers in studying their research problem. It is

necessary for researchers to know not only know research method techniques but also

technology. The scope of Research Methodology is wider than that of research methods.

The research problem consists of series of closely related activities. At times, the first step

determines the native of the last step to be undertaken. Why a research has been defined, what

data has been collected and what a particular methods have been adopted and a host of similar

other questions are usually answered when we talk of research methodology concerning a

research problem or study. The project is a study where focus is on the following points:

Research Design:-

A research design is defined, as the specification of methods and procedures for acquiring the

Information needed. It is a plant or organizing framework for doing the study and collecting the

data. Designing a research plan requires decisions all the data sources, research approaches,

Research instruments, sampling plan and contact methods. The study was descriptive kind of

research.

71
Research design is mainly of following types:

1. Exploratory research.

2. Descriptive studies

3. Causal studies/Experimental studies

1.Exploratory research:-

The major purposes of exploratory studies are the identification of problems, the more precise

Formulation of problems and the formulations of new alternative courses of action. The design

of exploratory studies is characterized by a great amount of flexibility and ad-hoc veracity.

2. Descriptive research:-

Descriptive research in contrast to exploratory research is marked by the prior formulation of

specific research Questions. The investigator already knows a substantial amount about the

research problem. Perhaps as a Result of an exploratory study, before the project is initiated.

Descriptive research is also characterized by a Preplanned and structured design.

3. Causal studies/Experimental studies

A casual design investigates the cause and effect relationships between two or more variables.

The hypothesis is tested and the experiment is done. There are following types of casual designs

a. After only with control design

b. Before after with control design

c. Before after without control design

d. Consumer panel design

e. Ex-post facto design

72
Research Design has been classified into four subsections they are:

1. Sample selection and size;

2. Sampling procedure;

3. Data collection; and

4. Analytical tools

Sample Selection and size

The first step of research is sample selection, for which the respondents were consumers in

Varanasi city. The total consumers covered were 100. The same questionnaires were distributed,

but only 100 fully-completed questionnaires were received. Results are based on the response of

these 100 respondents, and in this 100 respondent chosen Cadbury Chocolates.

Sampling Procedure

There are basically two methods of sampling:-

Probability sampling

It is also known as random sampling. Under this sampling design every item of the universe has

an equal chance of inclusion in the sample. It is, so to say, a lottery method in which individual

units are picked from the whole group not deliberately but by some mechanical process. Here it

blind chance alone that determines whether one item or the other is selected. The results obtained

from probability sampling can be assured in terms of probability.

73
Non Probability sampling

Non Probability sampling is that sampling procedure which does not afford any basis for

estimating the probability that each item in the population has been included in the sample. In

this type of sampling, items for the sample selected deliberately by the researcher; his choice

concerning the items remains supreme.

For the study the consumers are selected by the convenience sampling method. The

selection of units from the population based on their easy availability and accessibility to the

researcher is known as convenience sampling

74
 Data Collection method

Data Collection Method

Primary Secondary

Published Sources Unpublished Sources

Direct personal Interview

Indirect personal Interview Govt. publication

Information from correspondents Report Committees

Mailed questionnaire & Commissions Private Publication

Question filled by enumerators Research Institute

The task data collection begins after research problem has been defined. There are two methods

for data collection.

75
Primary data

Primary data may be described as those data that have been observed and recorded by the

researcher for the first time to their knowledge.

Secondary data

Secondary data are those data which have been already collected and analyzed by some

earlier agency for its own use; and later the same data are used by a different agency.

For the present study, the survey method was used for collecting primary data. A structured

questionnaire was used for the purpose. The questionnaire included multiple choice questions.

The main source of secondary data has been the leafy journal of Consumer Behavior, and Indian

journal of Marketing. The study employs primary data collected by communicating with the

respondents with the help of structured questionnaire. The study mainly deals with the market

survey of individual towards “Market Survey Of The Cadbury Mondelez Products & To

Focus Mondelez Cadbury In Modern Trade/Traditional Trade N.C.D. At Gorakhpur”.

Analytical Data-

The data thus collected, was tabulated, interpreted and analyzed with a view to make the study

meaningful. In the present study, hypothesis testing, percentage, frequency and cross tabulation

methods have been used for analysis.

76
CHAPTER – 4
Data analysis

And

Interpretation

77
 Analysis and Interpretation

Que1. Do you eat chocolate?

Table:1

Liking for the Chocolate Yes No

Number of Respondents 95 5

Liking For the Chocolate

100 95

80
Number of Persons

60 Yes

40 No

20
5
0
1
Response

Chart:1

Data Analysis –

The above analysis shows that 95% respondents have chocolates and 5% do not.

Interpretation-

From the above analysis the researcher has find that most of respondents prefer to eat chocolate.

78
Que 2. Which brand of chocolate do you prefer?

Cadbury Other

Table:2

BRAND RESPODENT
CADBURY 80

OTHER BRANDS 20

90

80

70

60

50

40

30

20

10

0
CADBURY OTHER BRANDS

Data Analysis –

79
The above analysis shows that 80% respondents prefers cadbury and 20% prefers other brands.

Interpretation-

According to the above analysis it is concluded that in Cadbury Brand, Dairy milk is the most
preferred sub-brand as it is ranked first by the respondents. While Temptation is the least
preferred sub-brand of Cadbury chocolates.

80
Que 3 How much importance do you give to the following factors when you purchase a
chocolate? (Tick in the desired column)

Table :3
FACTORS NO. of Respondents % RANK

35 35% 1
FLAVOR/TASTE
PRICE 2 2% 9

QUALITY 1 1% 2

PACKAGING 4 4% 4

FORM 1 1% 7

BRAND 14 14% 3

IMAGE 3 3% 5

COLOR 29 29% 8

SHAPE 2 2% 10

QUANTITY 9 9% 6

Data Analysis-

The above data shows that flavor/taste is ranked as 1, quality is ranked as 2, packaging is ranked as 3,
brand is ranked as 4, image is ranked as 5 and shape is ranked on 6 position in the terms of ranking.

Interpretation-

According to the above analysis it is concluded that on an average mostly people are influenced
by flavor/taste followed by quality, brand and image. It is surprised to know that very few people
are influenced by price followed by shape of the chocolate.

81
Que4. How much are you satisfied with the following factors in your preferred chocolate?
(Tick in the desired column)

FACTORS GIVING MOST SATISFACTION TO CONSUMERS

OVERALL

Table:4

FACTORS No. of Respondents %

RANK
27 27% 1
FLAVOR/TASTE
PRICE 3 3% 4

QUALITY 36 36% 2

PACKAGING 8 8% 5

FORM 2 2% 7

BRAND 3 3% 3

IMAGE 2 2% 9

COLOR 2 2% 7

SHAPE 5 5% 6

11 11% 9
QUANTITY

Data Analysis-

The above data shows that flavor/taste is ranked as 1, quality is ranked as 2, packaging is ranked as 3,
brand is ranked as 4, image is ranked as 5 and shape is ranked on 6 position in the terms of ranking.

82
Interpretation-

According to the above analysis it is concluded that on an average people are most satisfied with
the flavor/taste of a chocolate followed by quality and brand. It is surprising to know that
although people are satisfied with quality but unsatisfied with the quantity.

Que 5. Which form of a chocolate do you like?

FORM PREFERENCE

83
Table:5
NUMBER OF RESONDENTS
FORM OF CHOCOLATE
HARD 30

NUTTIES 25

CRUNCHY 25

CHEW 25

Form of a Chocolate Prefered by People

Number of Consumers

40 33
29 HARD
30 25
20 NUTTIES
20
CRUNCHY
10 CHEW
0
1
Forms

Data Analysis-

The above data shows that 30% respondents prefers hard form, 25% prefers nutty, 25% prefers crunchy
and 25% respondents prefers chew form of chocolate.

Interpretation-

According to the above analysis it is concluded that most of the people likes to eat hard
chocolate and chew form of a chocolate is least preferred.

84
Que6. What pack do you purchase?

Small Big Family Pack

85
 PACK OF CHOCOLATES PREFERED

Table:6
PACK SIZE NUMBER OF RESPONDENTS
SMALL 32
BIG 48
FAMILY PACK 20

Pack of Chocolate Prefered

Number of Consumers

60
50 48
40 SMALL
30 28
BIG
19
20 FAMILY PACK
10
0
1
Pack

Chart:6

Data Analysis-

The above data shows that 32% respondents prefers small pack, 48% prefers big pack, and 20%
respondents prefers family pack of chocolate.

86
Interpretation-

According to the above analysis it is concluded that out of sample of 95 people who eat
chocolates likes to buy big pack. Family pack is mostly preferred by aged people only.

Que7. Which promotional offers attract you most?

Free gifts Price Offer Any other

PROMOTIONAL OFFERS

87
Table:7
PROMOTIONAL OFFERS NUMBER OF RESPONDENTS
FREE GIFTS 52
PRICE OFFER 23
ANY OTHER 25

Effect of Promotional Offers while Purchase

60
52
Number of Consumers

50
40 FREE GIFTS
30 23 PRICE OFFER
20
20 ANY OTHER

10
0
1
Promotional Offers

Chart: 7

Data Analysis-

The above data shows that 52% respondents attracts from free gifts, 23% prefers price offers and 25%
respondents prefers others.

Interpretation-
88
According to the above analysis it is concluded that out of sample of people who eat chocolate
most of the respondents are attracted by free gifts.

Que8.Which of these factors affect your purchase?

FACTORS AFFECTING PURCHASE

Table:8
FACTORS NUMBER OF RESPONDENTS
ADVERTISEMENT 35
SUGGESTION FROM FRIENDS AND 10

89
 RELATIVES
ATTRACTIVE DISPLAY 10
DOCTORS ADVICE 15
BRAND AMBASSADORS 15
INGREDIENTS 25

Factors Affecting Purchase

80
65
Number of Consumers

ADVERTISEMENT SUGGESTION
60 FROM FRIENDS
AND RELATIVES
40
25
ATTRACTIVE DOCTOR'S
20 16DISPLAY
11 15 ADVICE
9
BRAND INGREDIENTS
0 AMBASSDORS
1
Factors

Chart: 11

Data Analysis-

The above data shows that 35% respondents are affected by advertisement, 10% attractive display and
suggestions, 15% from brand image and 25% respondents attracts from ingredients.

Interpretation-

90
According to the above analysis it is concluded that Advertisement is the best measure to attract
customers to purchase more. Its impact is much more than other factors. While friends and
relatives and brand ambassadors also play a significant role in this regard.

Que9. Which media of advertisement influence your purchase?

MEDIA OF ADVERTISEMENT

Table: 9

91
 MEDIA OF ADVERTISEMENT NUMBER OF RESPONDENTS
TELEVISION 82
NEWSPAPERS 7
BROCHURES 3
HOARDING 4
DISPLAY 4

Media of Advertisement influencing the Purchase

100
82 Television
Number of Customers

80
Newspapers
60 Brochers

40 Hoarding

20 15 Display
7 3 4
0
1
Media Of Advertising

Chart:12

Data Analysis-

The above data shows that 82% respondents form television, 7% from newspaper and 4% from displays
and hoardings.

Interpretation-

92
According to the above analysis it is concluded that television emerges as the best media for
advertisement of chocolates that compel consumers to buy. It is much more than other ways as
most of respondents are attracted to buy through television media while brochures are the least
attracting media.

Que10. How frequently do you purchase chocolates?

FREQUENCY OF CONSUMPTION

Table:21
FREQUENCY OF CONSUMPTION NUMBER OF RESPONDENTS
ONCE IN A FORTNIGHT 16

93
 DAILY 17
WEEKLY 39
MONTHLY 18
QUARTERLY 5

Frequency of Consumption

50
39
Number of Consumers

40
Once in a
30 fortnight
18
20 16 17
Daily
10 5
Weekly
0
1 Monthly
Frequency Quarterly

Chart:13

Data Analysis-

The above data shows that 16% respondents purchase once in a forth night, 17% daily and 39% weekly,
18% monthly and 5% quarterly.

Interpretation-

According to the above analysis it is concluded that mostly people purchase chocolates weekly
and least people purchase chocolates quarterly.

94
Que11. What according to you is the reasonable price of chocolate?

REASONABLE PRICE

Table: 11
PRICE OF CHOCOLATE NUMBER OF RESPONDENTS
BELOW 5 6

95
 5-10 23
10-20 51
20-30 4
ABOVE 30 11

Reasonable Price

60
Number of Consumers

51 Below5
50
40 5 to 10
30 23 10 to 20
20 11 20 to 30
10 6 4
Above 30
0
1
Price

Chart: 11

Data Analysis-

The above data shows that 6% respondents says that below 5 is reasonable price, 23% says 5-10, 51%
says 10-20, 4% says 20-30 and11% says above 30.

96
Interpretation-

According to the above analysis it is concluded that the consumer thinks 10-20 Rs is the
reasonable price of a chocolate. So it must be worthwhile to know this as it may effect the sale of
chocolates.

Que12. If your preferred brand is not available for repeat purchases then what will you
do?

CONSUMER’S BRAND LOYALTY

Table:12
BRAND LOYALTY ACTIONS NUMBER OF RESPONDENTS
POSTPONE YOUR PURCHASE 26
SWITCH OVER TO OTHER BRANDS 24
GO TO OTHER SHOP FOR SEARCH 50
OF PREFERED BRAND

97
 Brand Loyalty

50 45
Number of consumers

40 Postpone Purchase
30 26 24 Switch Brand
20 Search in other Shop
10
0
1
Action of Consumers in absence of Prefered Brand

Data Analysis-

The above data shows that 26% respondents will postpone their purchase in case of brand loyalty 24%
will switch to other and 50% will go to other shop in the search of their preferred brand.

Interpretation-

According to the above analysis it is concluded that mostly people are loyal to the brand as in the
absence of availability of their preferred brand mostly people like to search for it or they are
ready to postpone their purchase.

98
Que13. If another brand of the same product appears in the market, will you prefer to stop
buying this brand and buy the new brand?

REACTION OF CONSUMERS IF NEW BRAND IS INTRODUCED

Table:13
SHIFT TO NEW BRAND OF THE NUMBER OF RESPONDENTS
PREFERED PRODUCT
NO, NOT AT ALL 35
MAY CONSIDER 25
NO, SHALL NOT 5
CAN’T SAY 35

99
 Reaction of consumers if new brand is
introduced

40 35
35
29
Number of Consumers

30 27 No, Not at all

25 May Consider

20 Shall Not
15 Can't Say
10
4
5
0
1
Reactions

Chart:13

Data Analysis-

The above data shows that 35% respondents will not try new brand, 25% may consider it and 35%
respondents are not sure about it.

Interpretation-

According to the above analysis it is concluded that mostly people are addicted to the same
flavor or taste and they don’t want to change it as most of respondents are not ready to try new
brand at any cost

100
101
 CHAPTER – 5
Findings
And
Conclusion

Findings
According to the above analysis it is concluded that Advertisement is the best measure to attract

customers to purchase more. Its impact is much more than other factors. While friends and

relatives and brand ambassadors also play a significant role in this regard.

According to the above analysis it is concluded that out of sample most of the people who eat

chocolates likes to buy big pack. Family pack is mostly preferred by aged people only.

102
According to the above analysis it is concluded that on an average mostly people are influenced

by flavor/taste followed by quality, brand and image. It is surprised to know that very few people

are influenced by price followed by shape of the chocolate.

According to the above analysis it is concluded that the consumer thinks 10-20 Rs is the

reasonable price of a chocolate. So it must be worthwhile to know this as it may effect the sale of

chocolates.

According to the above analysis it is concluded that mostly people are loyal to the brand as in the

absence of availability of their preferred brand mostly people like to search for it or they are

ready to postpone their purchase.

According to the above analysis it is concluded that mostly people are addicted to the same

flavor or taste and they don’t want to change it as most of respondents are not ready to try new

brand at any cost

According to the above analysis it is concluded that television emerges as the best media for

advertisement of chocolates that compel consumers to buy. It is much more than other ways as

most of respondents are attracted to buy through television media while brochures are the least

attracting media.

According to the above analysis it is concluded that out of sample most of people who eat

chocolate are attracted by free gifts then by price offers while some were attracted by some other

reasons.

According to the above analysis it is concluded that mostly people purchase chocolates weekly.

Only few out of most purchase chocolates quarterly.

103
 Conclusion
During the summer training I worked with sales man of Mondalez Cadbury who deals in various

markets of Gorakhpur. I got an enriching experience about selling and how to convince the

customer to buy the product or to win an order. Almost all the Salesmen of Cadbury had very

good work experience of 5 to 6 years. Working with World’s one of the top FMCG company like

Cadbury gave me practical experiences about nature of consumers, market and how to deal

customers in the practical life in a market. It was for the first time when I was in the market to

104
deal with the customers and company like Cadbury gave me great exposure about the markets,

nature of markets, nature of customers and how to deal with the customers. I also worked with

the distributors of Cadbury in Gorakhpur and got knowledge and experience of distributor’s

work. The experience I got during my summer training was different from the class room

experience.

I enjoyed a lot working with Cadbury, thanks for giving me such an opportunity.

105
 CHAPTER – 6
Recommendations

And
Limitation

Recommendations
Points where company should pay attention and are reason of not opening of new counters:-

1) Whole sale market-Prices of products in the whole sell market is less than company so kirana

stores , medical stores and panwales buy products from whole sell according to their need and

demand. For ex. Price of Rs 20 bourn vita is RS 17 in whole sell and Rs18.35 in company.

106
2)Melting Problem:-Chocolates like dairy milk get melt in summers due to high temperature so

shopkeepers who do not have cooling system are not ready to buy chocolates. It is problem in

opening of new counters.

3)Jo dikhata hai who bikta hai:- Company should provide posters banners etc. by which

shopkeepers make costumers aware that he sell chocolates of cadbury. This problem comes

mainly in potentially low markets like rithanitopkhana etc.

4) RDSM concentrate mainly on confectionary, kiryana and bakeries, and pay low attention on

medical stores and small shops.

5) Sales men’s visit problem: - RDSM were dealing only those counters which are potentially

efficient, normaly regular in payments. They used to open only those new counters which are

potentially efficient and ready to deal 3 to 4 initial dealings in cash.

6) Some of the shops which are small and near to big bakeries and confectionaries do not sale

products due to low sale.

7) Shops which are near to schools and colleges usually do not keep chocolates when schools

and colleges are closed.

107
 Limitations
 Because of time constraint sample size was the scope of this project is limited to areas in

Gorkhapur only.

 The estimates are done on average basis.

 The project had scope for future research, which was beyond my resource due to time

constraint and work pressure.

 Because of time constraint sample size was restricted on 100.

 Some of the respondents did not respond due to lack of time.

108
 Some were biased towards their brand, which might not be giving them good service.

 Sometimes even if the retailers were not using Cadbury but he used to say that the brand he is

using is Pepsi because of low awareness level of other brands.

109
 Questionnaire

Questionnaire

DEAR RESPONDENT,

Myself Sailesh Singh Yadav Pursuing M.B.A at TERI P.G. GHAZIPUR. I seek your
responses and kind co-operation for the purpose of successful of my survey project report.
THANK YOU
Sailesh Singh Yadav
M.B.A.3rdsem

110
 T.E.R.I . P. G. College, Ghazipur
NAME: …………………………………………………………………………………………….
AGE:……………………………………………GENDER………………………………………
ADDRESS: ………………………………………………………………………………………..
EDUCATION: …………………………………… INCOME: ………………………………….
OCCUPATION: …………………………………………………………………………………..

Que1. Do you eat chocolate?

Yes No

Que2. Which brand of chocolate do you prefer?

Cadbury Other

Que3. How much importance do you give to the following factors when you purchase a
chocolate? (Tick in the desired column)

Factors Very Important Normal Least None

Important Important

Flavor/taste

Price

Quality

Packaging

Form

Brand

Image

Color

Shape

Quantity

111
Que4. How much are you satisfied with the following factors in your preferred chocolate?
(Tick in the desired column)

Factors Very Satisfied Satisfied Normal Least Satisfied Can’t Say

Flavor/taste

Price

Quality

Packaging

Form

Brand

Image

Color

Shape

Quantity

Que5. Which form of a chocolate do you like?

Hard Nutties
Crunchy Chew

Que6. What pack do you purchase?

Small Big Family Pack

Que7. Which promotional offers attract you most?

Free gifts Price Offer Any other

Que8.Which of these factors affect your purchase?

 Advertisement
 Suggestion from friends and relatives
 Attractive Display
 Doctors Advice
 Brand Ambassadors
 Ingredients

112
Que9. Which media of advertisement influence your purchase?

Television Newspapers Brochures

Hoarding Display

Que10. How frequently do you purchase chocolates?

Once in a fortnight Daily

Weekly Monthly

Quarterly

Que11. What according to you is the reasonable price of chocolate?

Below5 5-10 10-20

20.30 Above 30
Que12. If your preferred brand is not available for repeat purchases then what will you
do?

 Postpone your purchase

 Switch over to other brand
 Go to the other shop to search for your preferred brand

113
 Bibliography

Bibliography

Internet sites-

 http://www.cadburyindia.com
 http://www.aphrodite-chocolates.co.uk/history_chocolate.htm
 http://www.google.com
 http://www.cadbury.co.nz/carnival/index.htm
 http://www.packaging-technology.com/…/cadbury4.html
 http://www.chocolatereview.co.uk
 http://en.wikipedia.org/wiki/preference

114
115