MARKETING STRATEGY

A PROJECT REPORT

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD

OF THE M.COM DEGREE OF

MASTER IN COMMERCE
(MANAGEMENT)

SUBMITTED TO
UNIVERSITY OF MUMBAI,
LALA LAJPATRAI COLLEGE,MAHALAXMI,MUMBAI
SUBMITTED BY

NAME OF THE STUDENT:

UNIVERSITY ROLL NO:

RAMSHA SHAIKH

15160618

SUPERVISED BY

MARCH 2016

CERTIFICATE
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entitled Swot on Parle, in partial fulfillment of the requirements for the award of the Master
of Commerce in Management and submitted to the Lala Lajpatrai College of Commerce and
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ACKNOWLEDGEMENT
I would like to place on record my deep sense of gratitude to professor ______________.
Dept of for his generous guidance,help and useful suggestions.
I express my sincere gratitude to professor_____________ or his stimulating guidance,
continuous encouragement and supervision throughout the course of present work.
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CONTENT

EXECUTIVE SUMMARY

Though the Indian market has lot of potential to expand, it is very hard to survive in this kind
of market. The Indian market has cut throat competition may it be in FMCG sector or
consumer durables. Increasing growth can be achieved at the expense of competitors. This
results in companies trying to gain competitive edge through increasing differentiation in their
brands emphasizing how they meet the needs of customer.
Todays consumers are becoming harder please. They are smarter, many more competitors
with equal or better offers approach more price conscious, more demanding, less forgiving
and them. The challenge is not only to produce good products but also to make people buy
them. Now on such a competitive field it becomes a Herculean task for a company to
differentiate its brands and make them stand out among the diverse range. The company tries
to overcome such difficulties by introducing various marketing strategies and advertising
techniques, sales promotion is now a days widely used strategies by various companies.
Various sales promotion techniques helps the company to increase its sales by offering
something free with the product or by offering the product at lower cost if purchased at a large
quantity. This increase in sales is generally short term. Promotion helps the company to create
awareness and interest towards the product that is followed by the desire to buy the product.
Time has changed gone the days when child would sit back and obey the orders of parents.
They take part actively in decision making for buying the smallest of the product in
household, considering the influence of the children in the day to day buying decision the
strategy to promote gifts to children is yielding outstanding results. Creativity and innovation
is the key to this form of promotions. The more different and attractive your give away gift
appears, the more likely it is that it will be a runaway success. The trend has become a craze
and all leading brands are ready to offer something different. Specialized Giveaway makes
excellent premiums. The giveaways should be something genuinely useful, and it should be
kept in a place where the prospects will refer to it when they have need for a product.

INTRODUCTION
Cadbury is a company with a long history in Australia and a passionate commitment to
making everyone feel happy. Check out what we are doing around the world and search for
where to buy our products. Find out what our most common queries are, and ask some of your
own if you like. Cadbury India can be termed as one of the best performing FMCG companies
today. Unlike its peer group, which is more of complete food companies, Cadbury is a very
niche player with a dominant position in Indian Chocolate Confectionery market. This makes
it different & more successful in comparison with the peer companies. Now is the period of
slowdown in the economy, where FMCG companies are the first ones to be hit upon.
Reduction in the real income of the consumer has made its direct impact on the top line
growth of the company. Still, Cadbury has been able to drive its bottom- line growth. The
reason for the success is the Corporate Governance practiced in the organization. We update
its growth, progress, and current valuation in this report. The Cadburys Inc has taken the
opportunity to offer us a broader view of chocolate category. The Cadbury Indias no.1
Chocolate is able to share with their market insights based upon unparalleled breath of
chocolate experience. Cadbury has grown from strength to strength with new technologies
being introduced to make the Cadbury confectionary business, one of the most efficient in the
world. The merge in 1969 with Schweppes and the subsequent development of the business
have led to Cadbury Schweppes taking the led in both, the confectionary and soft drink
market Intec UK and becoming a major force in the international market. Cadbury Schweppes
today manufactures product in 60 countries and a trade in staggering 120. The Cadbury story
is a fascinating story of a family business that grew in one of the biggest, most loved
chocolate brand in the world. A story that you will remember as the story of The taste of
life.

History of Cadbury
Cadbury, the global leader in the chocolate confectionery market, began in 1824 when a
young Quaker named John Cadbury opened up a shop in Birmingham. John sold coffee, tea,
drinking chocolate and cocoa at his shop. Believing that alcohol was a main cause of poverty,
John hoped his products might serve as an alternative. He also sold hops and mustard. Like
many Quakers John had high quality standards for all of his products. At that time in England,
Quakers were prohibited from attending university, since it was affiliated with the established
church, and their pacifist beliefs kept them from joining the military. With few opportunities
available, Quakers often went into business-related fields and/or devoted their time to
missions of social reform. By 1842 John was selling 11 kinds of cocoa and 16 kinds of
drinking chocolate. Soon Johns brother Benjamin joined the company to form Cadbury
Brothers of Birmingham. The Cadbury brothers opened an office in London and received a
Royal Warrant (one of many) as manufacturers of chocolate and cocoa to Queen Victoria in
1854. Six years later the brothers dissolved their partnership because of Johns failing health
and the death of his wife. They left the business to John's sons George and Richard. John
devoted the rest of his life to social work and died in 1889. George and Richard continued to
expand the product line, and by 1864, they were pulling a profit. Cadburys Cocoa Essence,
which was advertised as "absolutely pure and therefore best," was an all-natural product made
with pure cocoa butter and no starchy ingredients. Cocoa Essence was the beginning of
chocolate as we know it today. The brothers soon moved their manufacturing operations to a
larger facility four miles south of Birmingham. The factory and area became known as
Bourneville. With Cadburys continued success in chocolate, George and Richard stopped
selling tea in 1873. Master confectioner Frederic Kinchella was appointed to share his recipe
and production secrets with Cadbury workers. This resulted in Cadbury producing chocolate
covered nougats, bonbons delices, pistache, caramels, avelines and more.

RESEARCH METHODOLOGY
Research Methodology commonly refers to a search for knowledge. One can also define also
research as a scientific and systematic research for pertinent information a specific topic.
Research is an art of systematic investigation. Some people consider research as a movement,
a movement to the known to the unknown.
According to Clifford Woody: - Research comprises defining and redefining problems,
formulating hypothesis or suggested solutions, collecting, organizing and evaluating data,
making deductions mil reaching conclusion, and at last carefully testing the conclusion to
determine whether they fit the formulating hypothesis.
Marketing research is defined as a systematic gathering and analysis of the data concern with
an objective. The whole activity is divided into various parts and after compilation of that we
reach at certain findings, which enable us to marketing decision. It involves the diagnosis of
information needed and the selection of the relevant and inter-related variables.
RESEARCH PLAN:
Research approach: Survey method.
Research Instrument :The research instruments used for collecting the primary data were the
questionnaire.
Period of study: The study was undertaken within duration of 15 days.
SAMPLE PROCEDURE:
Sample size: 50 customers.
Sample Method: Random Sampling Method.

DATA SOURCES:
PRIMARY:
Primary sources of data are the data which needs the personal efforts of collect it and which
are not readily available. Primary source of data are the other type of source through which
the data was collected. Following are few ways in the data was collected:
1. Questionnaires: It is the set of questions on a sheet of paper was being given to fill it, bases
on which the data was interpreted.
2. Direct interviewing: Direct interviewing involved the process where I asked the
questions directly to the customers and I got the feedback.
SECONDARY:
Secondary sources are the other important sources through which the data was collected.
These are the readily available sources of the data where one had need not put much effort to
collected, because it is already been collected and part in an elderly manner by some
researcher, experts and special.
The secondary sources helpful for the study were:
1) Text books were referred.
2) Internet was made use for the collection of the data
3) Newspapers were also referred.
4) Business magazines were referred.

OBJECTIVES OF THE STUDY

LIMITATION OF THE STUDY

Time has been a major constraint throughout the study as it has been only for duration of
1 months.
As this survey was restricted to Mumbai this cannot be stated as an in depth research on
this subject.
Enough care is taken in formulating the questionnaire, still some errors may creep in.
Some of the customers were not corporative.
Reaching out to the right person was little difficult.
Company staffs maintained confidentiality.
A decent percentage of consumers of Cadbury are children. Obtaining informationfrom
the under-aged was not an easy task.

The findings and conclusions are based on knowledge and experience of therespondents
sometime may subject to bias

CHAPTER 2
LITERATURE REVIEW
Kala Vijay Raghavan, Economic Times Bureau:
The cascading effect of a global takeover has effectively turned this 60-year-old
Indiancompany into a startup with new shareholders, new product categories and brands,new leaders, a new
identity and culture. New CEO Manu Anand has the unenviablemandate of managing such unsettling change
without taking his eyes off growth. About5,000 employees of Mondelez India, the almost
unrecognisable new avatar of whatwas formerly Cadbury India, left their Peddar Road, South Mumbai
HQ of over 50 years, and have just moved to a new home in India Bulls Finance Centre, Parel.
Thegeographical relocation is symbolic of both pain and excitement that many old andnew executives are
respectively experiencing as the 60-year-old company emerges outof two forced, tumble-dryer style makeovers
triggered by rapid ownership changes.
Mr.S.Gopalakrishnan,

MBA,

MF.T.,

M.Sc(Psy.),

M.Phil.,(Ph.d),Department

of

management studies
The second of the three bars in the Bliss range, here we have the old classic: hazelnut.The slight difference here is
that there are no actual hazelnuts in here, rather a
roasted hazelnut paste (5%) mixed in with the chocolate truffle. Unsurprisingl
yCadbury have used a brown theme along with the purple for this particular edition,and it looks quite nice. Being
a big fan of Japanese confectionery I like the cardboard
boxes and elaborate over packaging they tend to use, and its nice to see Cadbury
using boxes for these rather than plain foil wrappers. Inside the box is, of course, a
foil wrapper though (akin to the kind used in Lindt/Green & Blacks/etc), and then tenmore
big truffle chunks for me to devour. Its nice to eat a hazelnut bar that doesnt
leave little pieces in my mouth after I was done with it, but it seemed a little lacking inactual
hazelnut taste

John Bradley, Author of Book:

Cadburys Purple Reign
The remarkable journey from a shop in Birmingham to becoming the world's largestconfectionary company has
been achieved through a unique combination ofbusiness purpose and human values. While many publications
have, quite rightly,highlighted the Quaker origins of the company and the Cadbury's contribution
tothe addressing of social injustices, these have perhaps overshadowed the businessand the brand building story
that lies at the heart of its success.
The Cadbury namehas been associated with chocolate and cocoa since the early 1830's, time whenmass markets
were only just emerging. Cadbury became the industry leader throughharnessing the opportunities afforded by
the rapid industrialization of the UnitedKingdom and the emergence of a consuming class; a situation that bears
many parallels with the changes in India and China today.

Irene Rosenfeld, chairman and CEO, Mondelez International

Mondelez International is the world's largest startup. Mondelez is at the same timeboth a 20month-old baby and a $36-billion global snack giant. And, as it seeks tocreate a new culture,
it has both the assets and burdens of a 100-year-old legacy.Within 24 months, we moved from
Cadbury to Kraft to Mondelez. So, moving fromeach would lead to a different focus. There will be new
ideas and a different perspective and a blend of the old and new...a mindset change has to happen.
Dr. Saumya Tiwari, Head of Research. AFAQs
Considering that the luxury chocolate gifting market in India is still at anascent stage,
Cadbury may have seized the right moment to launch Glow.Positioned as a round-the-year
gifting option, the new productdifferentiates itself from Cadbury's Celebrations that is
associated with festive occasions. Crafted in Bratislava (Slovakia), Glow Pralines (atechnical
term used for chocolates which have a liquid filling) has a liquidcentre made of Hazelnut
crme and cocoa filling covered with a milkchocolate smooth shell. The product comes in a
golden box that haschocolate pieces encased with a purple outside cover, which has
theCadbury Glow logo and branding. Our experts feel that Cadbury Glowhas arrived in India
just at the right time when the luxury chocolate giftingmarket needs the push that too from a
category leader like Cadbury. Mostof the options available in this category are still largely
"duty-free"brands. It's absolutely the right time for Cadbury to enter this segment

Lauro Alfaro, Faculty, Harvard Business School

The explosion of Chocolates in recent decades is rapidly transforming the globallandscape of confectionary
production. But are the emerging clusters ofmultinational production the rule or the
exception? What drives the growth ofCadbury many times over its competitors?Using a unique
worldwide distribution network that reports detailed location,ownership, and operation
information for factories situated globally, a spatiallycontinuous index of production, marketing and
distribution of the patterns anddeterminants underlying the global economic geography of the firm
adds greatly tobastion of the giant Cadbury.
Lauro Alfaro, Faculty, Harvard Business School
The explosion of Chocolates in recent decades is rapidly transforming the globallandscape of confectionary
production. But are the emerging clusters ofmultinational production the rule or the
exception? What drives the growth ofCadbury many times over its competitors?Using a unique
worldwide distribution network that reports detailed location,ownership, and operation
information for factories situated globally, a spatiallycontinuous index of production, marketing and
distribution of the patterns anddeterminants underlying the global economic geography of the firm
adds greatly tobastion of the giant Cadbury.

Rajiv Dingra Founder & CEO of WATConsult

Cadbury on social media suffers from the classic case of broadcasting and notengaging the
community it built. While it does well in creating many engaging appsand properties it does little to make an
effort to do one to one communication. Alsoan energetic brand like Cadbury not being on twitter actively is a little
absurd. Weall know brands like that are impulsive and craving oriented and getting a remindervia twitter while
you are on the go could do wonders for not only its engagementbut also have an influence on its sales.Cadbury
dairy milk, Cadbury Celebrations and Cadbury Bourneville have beendoing an awesome job on Social
Media, we expect a much better strategy from Perk,
which is also a Cadbury brand. Perks Facebook updates are timely, relevant and
witty to some extent but there is a lot more that the brand could do.

CHAPTER 3
ABOUT CADBURY

Cadbury India is a food product company with interests in Chocolate Confectionery, Milk
Food Drinks, Snacks, and Candy. Cadbury is the market leader in Chocolate Confectionery
business with a market share of over 70%. Some of the key brands of Cadbury are Cadbury
Dairy Milk, 5 Star, Perk, Eclairs, Celebrations, Temptations, and Gems. In Milk Food drinks
segment, Cadbury's main product - Bournvita is the leading Malted Food Drink in the
country.
Its heritage can be traced back in 1824 when John Cadbury opened a shop in Birmingham
selling cocoa and chocolate. Since then we have expanded our business throughout the world
by a program me of organic and acquisition led growth. On 7 May 2008, the separation of our
confectionery and Americas Beverages businesses was completed creating Cadbury plc with a
vision to be the world's BIGGEST and BEST confectionery company.

We make and sell three kinds of confectionery: chocolate, gum and candy

We operate in over 60 countries

John Cadbury opened for business in 1824 - making us nearly 200 years young

We work with around 35,000 direct and indirect suppliers

We employ around 45,000 people

Every day millions of people around the world enjoy our brand

Cadbury is the world's largest confectionery company and its origins can be traced back to
1783 when Jacob Schweppe perfected his process for manufacturing carbonated mineral
water in Geneva, Switzerland. In 1824, John Cadbury opened in Birmingham selling cocoa
and chocolate. Cadbury and Schweppe merged in 1969 to form Cadbury Schweppes plc. Milk

chocolate for eating was first made by Cadbury in 1897 by adding milk powder paste to the
dark chocolate recipe of cocoa mass, cocoa butter and sugar. In 1905, Cadbury's top selling
brand, Cadbury Dairy Milk, was launched. By 1913 Dairy Milk had become Cadbury's best
selling line and in the mid twenties Cadbury's Dairy Milk gained its status as the brand leader.
Cadbury India began its operations in 1948 by importing chocolates and then re-packing them
before distribution in the Indian market.
Today, Cadbury 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). Its corporate office is in Mumbai. Worldwide,
Cadbury employs 60,000 people in over 200 countries.
Cadbury is a British multinational confectionery company owned by MondelzInternational. It is the
second largest confectionery brand in the world after Wrigley's.Cadbury is headquartered in
Uxbridge in Greater London and operates in more thanfifty countries worldwide.
Cadbury was established in Birmingham, England in 1824, by John Cadbury who sold tea,coffee and drinking
chocolate. Cadbury developed the business with his brother Benjamin,followed by his sons Richard and George.
George developed the Bourneville estate, a modelvillage designed to give the company's workers improved
living conditions. Dairy Milkchocolate, introduced in 1905, used a higher proportion of milk
within the recipe comparedwith rival products. By 1914, the chocolate was the company's
best-selling product.
Cadbury merged with J. S. Fry & Sons in 1919, and Schweppes in 1969. Cadbury was aconstant constituent of
the FTSE 100 from the index's 1984 inception until the company was bought by Kraft Foods in 2010.
On 4 August 2011, Kraft Foods announced they would be splitting into two
companiesbeginnin
g on 1 October 2012. The confectionery business of Kraft became Mondelz
International, of which Cadbury is a subsidiary.

CADBURY IN INDIA
Cadbury India began its operations in India in 1948 by importing chocolates. It nowhas manufacturing
facilities in Thane, Induri (Pune) and Malanpur (Gwalior),Hyderabad, Bangalore and Baddi
(Himachal Pradesh) and sales offices in New Delhi,Mumbai, Kolkata and Chennai. The
corporate head office is in Mumbai. The headoffice is presently situated at Pedder Road,
Mumbai, under the name of "Cadbury House".
This monumental structure at Pedder Road has been a landmark for the citizens of
Mumbaisince its creation. Since 1965 Cadbury has also pioneered the development of
cocoacultivation in India. For over two decades, Cadbury has worked with the Kerala
AgriculturalUniversity to undertake cocoa research.Cadbury was incorporated in India on 19
July 1948.
Currently, Cadbury India operates in five categories

Chocolate confectionery, Beverages, Biscuits, Gum and Candy. Some of the keybrands are
Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bourneville, Celebrations, Gems,Halls, clairs,
Bubbaloo, Tang and Oreo. Its products include Cadbury Dairy Milk, DairyMilk Silk,
Bourneville,

5-Star,

Temptations,

Perk,

Gems

(a

version

of

M&M's),

Eclairs,Bournvita, Celebrations, Bilkul Cadbury Dairy Milk Shots, Toblerone, Halls, Tang and
Oreo.It is the market leader in the chocolate confectionery business with a market share of
over70%. Cadbury India, on 21 April 2014, changed its name to Mondelez India Foods
Limited

Market Share
9% 6%
Cadbury

Nestle
15%

Britannia

Glaxo Smith

70%

CADBURY AND ITS PRODUCTS

Cadbury Boost is a chocolate bar made by Cadbury Ireland in the Republic of Ireland, and
sold in the UK by Cadbury UK and also sold in Australia and South Africa. Its wrapper says
that it consists of milk chocolate with caramel and biscuit filling. The wrapper also states that
Boost is "Charged with glucose."

Cadbury Brunch Bar is a bar of cereals (oats, bran flakes and crispies) bound
with honey and half covered in milk chocolate. They come in a variety of flavours: Raisin,
Hazelnut, Apricot & Almond, Cranberry & Orange, Fruit & Nut, Mixed Berry, Chocolate
Chip and Toasted Coconut and is made by Cadbury UK.
They are breakfast type bars that are quick to eat in, and ideally as a slightly healthier and
more wholesome snack option to chocolate bars.
Cadbury Caramilk is a caramel-filled chocolate bar made by Cadbury Adams in Canada. It
was first sold in 1968.[1]

Variations available, some of them limited editions, include Caramilk made with dark
chocolate maple, chocolate, or cappuccino. "Chunky" (thicker) versions called Caramilk
"Thick" and cylindrical versions called "Caramilk Rolls" (similar to Rolo) have also been
introduced.

Crispy Crunch is a hard chocolate bar with a crispy peanut flake inside that is made
by Cadbury. Crispy Crunch is sold in Canada. Crispy Crunches were sold in the United
States for a brief time in the 1990s by the food distribution arm of Pro Set, the collectible
card company. Pro Set went bankrupt, resulting in Crispy Crunch no longer being available in
the United States. A lower-calorie version of Crispy Crunch was available for a limited time
in the mid-1990s. The original manufacturers, Neilson, sold all their chocolate brands to
Cadbury in 1996, though packaging continued to feature the Neilson logo for a few years.
Since Cadbury began manufacturing of the chocolate bar, the recipe has changed in that it is
less salty and more sweet as it has a more of the crunchytopaz coloured candy coating around
the centre.

Bar and a Half

In June 2009 Cadbury launched the "Cadbury Dairy Milk Bar and a Half" range as a
replacement to the Cadbury Dairy Milk "8 chunk" across several Dairy Milk variants. The
concept is that the bar is to be more "portionable", so parts of the bar can be "saved for later"
although the bar is the same as the old 8 chunk but in Fruit and Nut, Whole Nut and Standard.
This bar has the new logo and packaging.

A similar technique has been introduced with Cadbury Double Decker and Cadbury Boost
bars. However instead of larger bars, two separate bars are packaged together and are called
"Duo". Both brands received a packaging refresh at the same time.

Cadbury Dairy Milk Caramel is a chocolate bar that is part of the Cadbury Dairy
Milk brand and is made by Cadbury UK and Cadbury Ireland. The bar is sold in the United
Kingdom and Ireland. The bar was first launched in 1976, originally called Cadbury
Caramel until 2003, when it was renamed. In early 2009 it was relaunched, with
the Caramel name re-emphasised as the main on-pack brand, and the Dairy Milk brand
reduced in size. he product is a Cadbury Dairy Milk chocolate bar semi-divided into blocks
each of which has a caramel filling. The blocks vary in shape and number according to the
size of the bar, but on all bars, the blocks are stamped with the word Cadbury on the top.

Cadbury celebrations :
Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dryfruits 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 "rishte pakne do" which fits with the brand
purpose of strengthening your relationships with something sweet.

Cadbury five star

Cadbury 5 Star needed to introduce an element of surprise in its eat experience to gain share
among lapsed consumers. To do this the variant Cadbury 5 Star Crunchy was launched- which
still had the richness of caramel, chewiness of nougat but also contained rice crispies. In o
rder to engage youth the campaign was executed acrossTV, radio, internet, outdoor and print
media.

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 "Thodi si 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 Preity Zinta
became the new face of Perk with the 'hunger strike' commercial in the mid 90's.

Cadbury 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
consumer's fantasy for almost 4 decades. Little wonder that Cadbury Gems, the brand that
came into India in 1968 is still going strong.
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 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.

FACTS OF CADBURY
Cadbury was the first company to include pictures instead of printed text on chocolate
boxes.

George Cadbury didnt want to take mothers away from their children, so he
developed a company rule that women had to leave work when they got married. Each
married woman was given a bible and a carnation as wedding gifts.

In 1886 Cadbury became one of the first firms to have dining rooms with kitchens and
food for sale.

A miniature metal animal (elephant, penguin, owl, fox, duck, squirrel, rabbit or turtle)
was given away with specially designed cocoa tins in 1934. In the same year,
Cadbury's tokens, which came with packs of cocoa, could be redeemed for lamps,
kettles and saucepans.

 So many children joined Cadburys Coco cub Club that it had 300,000 members in
1936.

Cadburys World Visitor Center opened in 1990, welcoming 400,000 visitors in its
first year.

Cadbury launched a Get Active program in 2003, helping 10,000 teachers get in shape.

Amitabh Bachchan is Cadbury brand ambassador

Cadbury India Ltd has announced that mega star Amitabh Bachchan will be
the company's new brand ambassador.
He will endorse and promote Cadbury chocolates for a period of two years.
As brand ambassador, he will play a key role in brand and product
communication on television, in print and outdoor media.
Cadbury has launched a strengthened, new 'purity sealed' packaging for Cadbury
Dairy Milk. The new packaging for 13g (Rs 5) is double wrapped for maximum protection.
The chocolate is wrapped in aluminum foil and enclosed in a poly flow pack, which is
completely sealed on all sides. In the second phase, the larger Cadbury Dairy Milk packs will
come in poly-coated aluminium foil, which will be heat-sealed and then wrapped in the
branded outer package. Both these steps are a 'first ever' in chocolate packaging in India.
"Over the last few months, we have had some cases of infestation due to improper
storage conditions. As a company committed to ensuring that our consumers enjoy a pristine
bar of chocolate each time, we decided to take steps to reduce dependency on storage
conditions to the extent possible," said Bharat Puri, managing director, Cadbury India Ltd.
"Cadbury will do everything it can to ensure that every bar of chocolate that a consumer buys
comes full of goodness and rich taste."

Commenting on Amitabh Bachchan as brand ambassador for Cadbury chocolates, Puri

said, "There is a perfect fit between Amitabh Bachchan and Cadbury chocolates - their
timelessness, and the love and trust they both share with the people across India, makes this
an ideal partnership. Moreover, Mr Bachchan has a universal appeal that extends to everyone
from 6 to 60, just as our chocolates do.

We believe his endorsement of Cadbury Dairy Milk will go a long way towards our objective
of increasing chocolate consumption among all ages of consumers."
Amitabh Bachchan said, "Most of you may not know this, but I have been a brand
ambassador for Cadbury for the last 55 years. Only, now it is official. Bringing smiles,
spreading happiness and joy amongst millions of people in India is what Cadbury and I shall
be continuously working towards."
The new 13g (Rs 5) Cadbury Dairy Milk packaging is currently available only in Maharashtra
and the national rollout will take place over the next three weeks. New packaging for the
larger bars of Cadbury Dairy Milk, Fruit & Nut, Crackle, Bournville, Caramello, and Double
Deck will be completed in six weeks.

INTRODUCING CADBURY AS AN AFTER DINNER SWEET

One of the biggest marketing strategy followed by Cadbury in India was introducing Cadbury
as an after dinner sweet. Indians are fond of having dessert after their dinner. Cadbury aimed
at replacing the traditional sweets. Apart from its after dinner advertisement Cadbury targeted
adults rather than children. In most of its advertisements, the brand is endorsed and advertised
by adults rather than by children even though it basically sells chocolate. Such type of
advertisements have created a very wide range of consumers for Cadbury. Its products are not
limited to children alone. Adults like the products of Cadbury as much as children do.
Another reason for Cadbury being such a successful brand was that it aimed at replacing the
traditional sweet custom so prevalent in India. Indians have the habit of carrying sweets as
gifts when they visit a friend or relatives. Cadbury items became the new sweets. It was not
only considered better but also superior to carry Cadbury instead of the normal sweets.
Cadbury also aimed at selling in bulk during festive seasons such as diwali and rakhi.
Diwali and rakhi packs are designed to give a feel of the festivities going on. They are
exclusively indianised. The chocolate packs contain special chocoloates such as dry fruits rich
chocolates as people normally serve dry fruits during diwali.

COMMUNICATING STRATEGY
The task was to get the youth audience to adopt Cadbury Dairy Milk in the sweet eating or "
muhmeethakarna" moments
The campaign of " Jab Pappu Pass Ho jaye, KuchMeetha Ho jaye" captured the thought of
celebrating a moment of delight with Dairy Milk
A campaign was built around the idea of how "pappu" celebrated passing his exams with
Dairy Milk
Media:
A multi-media campaign was launched on TV, Internet, Radio and Outdoor
The key was how do own the moment of " pappu passing his exams" in the media space
An innovative tie -up with Reliance webworld was executed, wherein students across 66
examination boards across the company could access their results on Rworld through their
Reliance mobiles. If they passed a message congratulating them on their moment of delight
from Dairy Milk was displayed.

CHAPTER 4
INTEGRATED MARKETING COMMUNICATION OF CADBURY
Marketing communication mix elements-Advertising:

Advertising is the non-personal communication of information usually paid for and

usually persuasive in nature about products, services or ideas by identified sponsors through
the various media (Bovee, 1992). Television, the print media and posters have been the main
media of communication for Cadburys advertisements. Cadburys TV campaign was devised
illustrating the essential consumption occasions. For example, the eight weeks campaign of
Cadburys TV advertising to be showed in the evening time was seen by its target audience
and it had reached 85% of the market. In addition, according to the sources from Cadburys
website, there are other types of advertising form being used in Cadbury which is the trade
advertising, informative advertising and the consumer advertising. Cadbury has launched a lot
of periodic trade advertising to monitor quality checks and educate its retailers as well as
promoting sales. For the purpose of inform and remind customers, Cadbury published an
advertising regarding the facts about Cadbury in 55 trade publications. Cadbury never
ignore the importance of consumer advertising that people can see many Cadburys
advertising in newspaper, magazine, Cadburys website and so on. More importance, Cadbury
has launched a response cell through toll free number and an email id to encourage its
customers to give feedback.
Transition of Cadbury ads from older days to present days
1)Old Ads

Focuses on cricket.

Spread joy

Focusing on different professions

2) New ads
More trendy
Teenage oriented
More event oriented.

ADVERTISING THEIR PRODUCTS IN DIFFERENT WAYS

The sales of product in the market depend upon advertising which is one of the factors that
boosts the sales of the product in the market. Advertising can be in the form of print
advertising, banner advertising, advertising on Television, radio advertising and of course
advertisement on Internet. Over the last several years internet has emerged as a strong and
successful platform for advertising a product by using different ways and methods to attract
the attention of the customers. There are various ways to capture the thought process, which
runs in the minds of the customers, and it is done on a regular basis through the medium of
advertising. The purpose of running an advertising campaign is to generate the interest of
new customers into the product, and to sustain the interest of regular customers in the product,
so that there mind remains focused on the brand name and image of the product.
Thus the advertisement of the same product can be seen simultaneously at many different
places. Cadbury's advertisement can be seen during the late evening hours when different
soap opera are broadcasted. Then on switching on the laptop to check the emails received
during the day, the advertisement of Cadbury can be seen again, but of course, this time the
form of advertisement i.e. size of advertisement is small, it looks like a teaser and the medium
is different, here internet playing an important role. At weekend while going through the
shopping mall the same advertisement of Cadbury can be seen highlighted in big posters and
banners, giving more prominence to brand name, the product name and in order to attract the
customer's attention, theme of the advertisement also been a part of the poster, which also gets
highlighted.
Different brand names, different products and different ways of promoting the product.
For Example:When Sun feast biscuits were initially launched, there was an aggressive
advertisement campaign that was been done for the Sun feast biscuits by putting stalls at
different places, where maximum number of customers come regularly, like for instance there
was a stall of Sun feast biscuit at an exhibition which was been held on a ground, where there
were number of different stalls and at the end when the customers are about to leave the
exhibition there are different food stalls and refreshment stalls.
Amongst the various different stalls in the exhibition, one stall was that of Sun feast
biscuits and there were sizable number of customers, who were keen and eager to know more
about Sun feast biscuits and some were even purchasing the biscuits.

A few days later the same stall was seen at a shopping mall and now the number of
customers were more than before. The reason being advertisements of Sun feast biscuits been
shown on TV. Later on Shah Rukh was roped in for the advertisement of Sun feast biscuits
and now Sun feast is a known to a large number of customers. Thus initially for any brand
name it is important to gauge and know the customer's reaction, their opinion and views, and
then slowly introducing the product in the market for the customers on a regular basis.
So advertising here also plays a major role, banners and dangles must be attractive at
the time of initial launch of the product.
While advertising on the internet there are many customers, who visit the Cybercafe
and obviously they also comes across the advertisements. So there are different ways to grab
the attention of these customers. Many times prominent websites like MSN, Yahoo and other
big names related to websites are roped in and then there is a different format which is used to
make sure that the customers make a note of the advertisement and pay attention to the
product details. Like for instance there is a Contest which is been conducted wherein the
customer will have to fill in the small form which requires his Full Name, mobile number,
Address and email ID. Once these details are filled in the customer has to make sure that he
has given the correct answer to the question and then submit the form. This is where
Cybercafe customers are concerned.
Many a times during movies and during cricket matches there are online contests,
which are conducted where the customer has to select the right answer by clicking on one of
the four different options provided to him i.e. A, B,C and D and then SMS the right answer on
the given mobile number. There are mobile compaines who have conducted these kind of
contests, recently MicroMax has done this contest during cricket matches.
Thus customers are always there, each individual customer has his own purchasing
capacity, but when it comes to decision making by the customer with respect to brand names
many times advertising plays an important factor in the process of purchasing the product.
This happens at the time when the customer makes a final decision.
Many brand names re-launch their products in the market depending upon the
previous reaction received and upon the fact that what were the additional features that were
required in the product because of which sales dropped.
It is important that the customer knows about different brand names irrespective of the
fact, which product, he buys at the end of the day. This is where advertising and promoting a
product in the market plays a dominant role
.

Media AdvertisingUse of available media channels, meaning cinema, TV, radio, press and the internet. In other
words the Cadbury should focus on the media through which it reaches its primary target
market-young people of age 16- 35. During the pre launch campaign Cadbury should not
address the controversy; however it should make it clear that the product is not suitable for
age below 15 and not advisable for pregnant women. This way the competition will keep their
mouth shut and their will be no post launch negativism in Singapore. This will be done a
month before the launch.
Direct marketing:
Direct marketing defines the practice of directly provide the promotional information to
potential customers instead of through a media. Direct marketing enable firms to build close
relationship with their customers and collect the most relevant customer information. Direct
marketing is cheaper and quick way to get in touch with your target customers and offer more
choices as firms cutout the inter-mediators. For example, telemarketing is a fast growing form
of direct marketing in the recent years. For the purpose of boosting the awareness and
stimulating sales, Cadbury Trebor Bassett had launched a series of direct marketing campaign
such as the dairy milks door drop campaign through the leaflet firms. Mailings and inserts to
house is being frequently used in the Cadburys direct marketing campaign and those
campaigns have meet the objectives of Cadbury such as increasing the sales dramatically
during the campaign time and it conducted a lot of valid customer information. For example,
Cadburys multi-award winning campaign like the Real Taste of Life to capture the child
like spontaneity in every adult had reached extreme success. Moreover, in order to extend the
reach of its popular gorilla campaign and capitalize the target customers of 18-34 years old,
Cadbury had created the Vodafone mobile marketing to deliver extra content and take the
brand awareness and brand identity to a new level amongst the target audience.

Interactive media :
The interactive media is more effective than traditional media because it allows
customers to participate and give feedback throughout the process of purchase and
consumption. Interactive media can take many forms such as the company website, mail box
and virtual reality mall kiosks. The frequently asked questions on Cadburys website are being
used effectively at all time for customers. For example, the FAQ has provided information as
we were listened and fixed as New Zealand customers complain the palm oil in Cadbury
dairy milk chocolate. And now the cocoa butter only Cadbury dairy milk chocolates are back
in the New Zealand market. In addition, Cadbury likes its customers to engage in the
operations so as to offer the desired taste of chocolate for its target customers. Moreover,
customers can chat on the Cadburys community website to obtain more product information
and provide feedback to the Cadbury management team. For example, customers are
encouraged to joint the promotions of Cadburys Online Community competition, Great
Picnic Challenge and the Top Gear Live Promotion.

Sales promotion :
Sales promotion is a common strategy that used to offer extra value or incentive for the
product to the sales force, distributors or ultimate consumers. Sales promotion can be
consumer oriented and trade oriented, businesses could take one of them or combine two
together if require. Samples given, coupons given, bonus packs and price off deals are very
common form of consumer oriented sales promotion. Trade oriented promotion can be done
through trade allowances, trade shows, cooperative advertising and so on. Cadbury has
launched many sales promotion activities especially the customer oriented promotion that
customers can benefit from it such as the Cadbury dairy milk buttons had launched the kids
campaign in the city centre in April last year, the target audience of the campaign is parents
with kids and the campaign include treasure hunts, face painting, story telling and biscuit and
button decorating. Furthermore, Cadbury has been launching the yearly discount selling or
price off sales promotion activities during Christmas time in supermarket for a long time and
it does increase sales dramatically every year.

Sponsorships:
Sponsorships is the branding marketing that businesses invest to support a particular
event, program or project so as to gain the commercial advantages and showing their
advertisement. For example, firms involve coordinated beyond the banner placements in
special event in order to broadening its competitive edge by improving the companys
awareness, image, prestige and credibility. Sport sponsorships is a popular trend that many
firms used to foster their brand loyalty program in the modern time. Cadbury has a long
tradition of sports sponsorship, both in its original country and of supporting major
international events. Cadbury New Zealand had announced to be the official treat provider of
the New Zealand Olympic Teams for Vancouver 2010 and London 2012. In addition, its easy
to find out the information about Cadburys international sponsorships promotions such as the
Coronation Street and Cadbury's Chocolate and the Cadbury sweeten London 2012
sponsorship.

Personal selling :
Personal selling is a two ways communication between sellers and buyers and it can be
done through face to face, via the internet or telephone. From personal selling, firms can gain
the feedback quickly from customers, demonstrate the benefits of particular products and
adjust their message immediately to capture customers concern and desire needs. Personal
selling had been used long time ago by Cadbury and it is not being used anymore as brand
awareness and brand identity of the Cadbury was increased dramatically.

Publicity/public relation :
Business trend to use the news or business press to create and carry positive images or
stories about their business and products for the purpose of stimulate their sales and
operations. Therefore, building a good relationship with local press representatives to support
good reputation in the public is significantly important for firms because people like to
support firms with positive image and good reputation.
However, public relation is a risky way of communication due to firms cannot control the
infection in negative aspects. Cadbury utilizes variety of tactics for the public relation such as
the activities of sponsorship of screenclick.com, the radio promotion, media gift, product
placement and point of sales. Cadbury has put much attention to the concern of publicity such
as the company always inform to consumers about its changes.
For instance, consumers can see the business evolution information on Cadbury website like
the NZ Product Changes Q & A The most distinctive form of building public relation for
Cadbury is its Trading Terms that declare the Cadbury conditions of purchase for detailers to
offer the best quality of chocolate and service for consumers. The Cadbury Nutritional
labeling global standard to explain about consumer health and ingredient are also indicated on
the company website which include the detailed product information and consumer health
issues.

Cadbury Advertising Timeline their products:-

1867
Cadbury Cocoa Essence began advertising. They highlighted the purity of the product with
the slogan Absolutely pure, therefore best.
1900
Cadbury gained the help of a popular artist Cecil Aldin to create a series of posters and press
adverts to advertise their products.
1920s-30s
Cadbury promoted their products through the war by creating the Chocolate Mystery Man
character. He gave out free gifts, but only if he could be found.
1928
Cadbury Dairy Milk poster campaigns began using the iconic glass and half slogan and
image to stress its high milk content.
1930s
Cadburys status as the nations favorite brand becomes the most important feature of the
companys advertising.
1938
150,000 people went on the factory tour every year. It began in 1902 to link people more
closely with Cadbury.
1939
During the 2nd World War Cadbury Dairy Milk disappeared. Cocoa and chocolate was under
government restriction and only rationed chocolate was sold.
1951
The Bournville Story, a film promoting Cadbury, was made and shown cinemas around the
country.
1955
Cadbury Drinking Chocolate was one of the very first ads on commercial television in this
year.

1957
Cadbury commissioned thirteen one-minute films shown as TV adverts. These ads described
the harvesting of the Cadbury chocolate ingredient.
1959/60
Flake TV advertising began; it used the iconic theme of a woman sensually enjoying a bar of
chocolate on her own.
1970-1974
Memorable television ads raised the sales of Cadbury Fruit & Nut and Whole Nuts by 73% .
1983
The Wispa Bar launched including televised ad campaigns featuring comedians and comic
actors talking about the new bar.
1990
Cadbury World opened a 10 million replacement for factory tours. 350,000 people visited in
the first year.
1996
Cadbury began a 10 million annual sponsorship of Coronation Street, reaching an audience
of eighteen million people.
2007
The Cadbury Gorilla ad premiered, immediately becoming one of the most popular adverts
in recent year.
2008
Cadbury and Schweppes demerged, splitting its confectionery and drinks business.
2009
Kraft made a surprise proposal to take Cadbury over for 10.2bn.

Cadbury Advertisement
Recently, Cadbury Dairymilk has released new TVC campaign with innovative & unique
concept that conveying message ShubhAarambh (Auspicious Beginning). Although, both
TVC campaign are co-relate with social responsibilities.
(1) College Ragging (Brief about Campaign) :- The TVC has shown about students are
taking ragging in college, they calling one boy & telling to join with other boys. That boy is
start to giving a piece of Dairymilk to everyone before he joined. Someone is asking to boy
that why this Dairymilk or for which purpose you are giving us Boy replied that his mom is
telling Take Sweet before going to start any new work. Then everyone is going to hug that
boy &they become friend. At the end of this campaign, voice over is coming up with tagline
ShubhArambh (Auspicious Beginning).
Advertisement Link: - http://www.youtube.com/watchv=yVns046DbkU
(2) News of Pregnancy (Brief about Campaign):- The TVC has shown about a lady who is
pregnant & thinking about how to give good news to her husband. She is trying to speak
various ways by looking towards mirror and when she is speaking that she want to eat some
sour things. Meanwhile, her husband has heard that she spoke. Lady shocked by looking
towards husband and suddenly telling that she want to eat sour things. Husband going to take
& when he is coming back; he is giving a piece of Dairymilk and telling her that First take
some sweet before starting a new life. At the end of this campaign, voice over is coming up
with tagline ShubhAarambh (Auspicious Beginning).
Advertisement Link: -http://www.youtube.com/watchv=rFq7M1vUIgU&feature=relmfu

3) Cadbury had decided to re-position another of its brand Gems

which so far had appealed to kids only. Cadbury which has successfully
re-positioned its other products in the past decided to target adults as
well, complemented by the campaign with a tagline RahoUmarless,
which en-courages consumers to enjoy regardless of the age.

Advertisement Link: http://www.youtube.com/watch?v=mYXHPmPUiN0

http://www.youtube.com/watch?v=Ink9lAkrcxY
4) Father-daughter duo charm the viewers in Oreos new TVC
A slice-of-life moment portrays father-daughter bonding over Oreo
Cadbury India, as part of Kraft Foods, today announced the launch of the second TVC
campaign that effectively captures father-daughter bonding over Oreo. Based on the insight
that every girl wants to play her mothers part while she is away, the TVC beautifully
interspersed this with brands signature ritual of Twist, Lick and Dunk.
This simple, insightful film captures a little girl who loves to play her mothers role while she
is away, bossing her dad around. The girls mom-like dialogues at the dinner table are at the
core of this highly endearing film.
Speaking on the campaign, ChandramouliVenkatesan, Director Snacking, India & StrategySouth Asia Indo China, Kraft Foods said, With Oreo, our constant endeavor is to promote
family togetherness. Our first TVC campaign captured the important father-son relationship
and received a very positive response from consumers. In our second TVC campaign, we
have used a very powerful insight from a father-daughters relationship and used it to
communicate the brand message. We believe that there will be an instant connect with the real
life situation played out in the TVC and the consumers are going to love the new campaign.

OVERCOMING THE WORM CRISIS USING IMC

The discovery of worms in some samples of Cadburys Chocolate in early October 2003
created one of the biggest controversies in India against a Multi National reputed for being a
benchmark of QUALITY.
The state Food and Drug Administration has ordered seizure of Cadbury's Dairy Milk
chocolates from all over Maharashtra after worms were found in two of them in Mumbai.
Cadbury India, whose chocolates had ridden into controversy late last year during the festival
season because worms were discovered in some stocks of its Dairy Milk chocolates is
probably hoping the association with Bachchan will help consumers forget the bad press the
company got on account of the discovery.
The Food and Drug Administration had then seized the company's stocks and the Cadbury
India management had explained it was bad storage practices by retailers and distributors that
had led to the worms. Cadbury India's sales fell following the discovery. And even the
government got into the act with the central health ministry asking for a report on the
controversy.
The "worms controversy" came at the worst time. The next few months were the peak
season of Diwali, Eid & Christmas. Cadbury sells almost 1,000 tonnes of chocolates during
Diwali. In that year, the sales during festival season dropped by 30 per cent. The company
saw its value share melt from 73 per cent in October 2003 to 69.4 per cent in January 2004. In
May, however, it inched up to 71 per cent. CDM sales volumes declined from 68 per cent in
October03 to 64 per cent in January 2004 Clearly, the worm controversy took a toll on
Cadbury's bottom-line. For the year ended December 2003, its net profit fell 37 per cent to Rs
45.6 crore (Rs 456 million) as compared with a 21 per cent increase in the previous year.
The controversy created an deep adverse impact on the company with their sales not only
drastically dipping down, but at the same time allowing the competitors to establish their
foothold and taking maximum advantage of Cadburys misfortune.
The controversy, and the adverse publicity received in several countries, set back its plan of
outsourcing model which would have resulted in significant revenue generation, several
months back.

ROLE OF THE PUBLIC RELATIONS

PR concerns the total communications of your total organization/group of organizations.
PUBLIC RELATIONS FORM AN INDISPENSABLE PART OF ANY ORGANISTION.
Public relations include ongoing activities to ensure the company has a strong public image.
Public relations activities include helping the public to understand the company and its
products.
Often, public relations are conducted through the media that is, newspapers, television,
magazines, etc.
It is unlike advertising, where you are sharing skills of planning, creative and media buying
teams with an out-sourced agency. PR calls for a very intimate understanding of the total
inner workings of your organisation at all levels workers to Board levels. It requires the
integration of knowledge and communications. PR if used properly can have an impact 10
times higher than Advertising. And at times, especially during crisis advertising doesnt work
but only PR works.
It is not a part time job for a Marketing Services Manager. If it is to work and serve the larger
objective, the PR department should be independent, servicing others like production,
personnel, marketing, finance, corporate agendas. Therefore, the PR Head should be part of
the top management team reporting directly to the CEO. He also needs to share everyone's
confidences.

PR RESCUES CADBURY
The PR department of Cadburys played a very effective role in managing the reputation and
keeping up the goodwill of the company.
After being struck with the Worm Controversy it was not possible to create a very good
impact on consumers who trusted the company the most. But through the efforts and a good
PR team Cadburys managed to wriggle itself out of the controversy with a clean chit.

STEPS TAKEN TO SOLVE THE CONTROVERSY

NOT DENYING THE FACT
It helped that the Maharashtra Food and Drug Administration had given a clean chit to the
company's two plants in the state. Cadbury went into overdrive to tell consumers that
improper storage of what is essentially a perishable commodity might lead to worm
infestation.
That last November Bharat Puri, Cadbury's mild-mannered MD, went to media offices around
the country meeting reporters, answering mostly hostile queries and patiently explaining the
company's stand on the issue.
"Unlike the cola companies which were caught in a controversy just a month earlier and
displayed an ostrich-like attitude, Cadbury did not go into denial mode. It accepted that there
was a problem, which may not have been of its own making, and made a commitment to the
consumer that it would plug all possible safety loopholes," says a Mumbai-based brand
consultant.
As a result Cadbury improved the packaging and paid more attention to the way its chocolates
were stored by nearly 6,50,000 retailers across the country.
TAKING PRECAUTIONS
'Project Vishwas' - Steps to ensure quality & regain the confidence
Following the controversy over infestation in its chocolates, Cadbury India Ltd unveiled
'Project Vishwas', a plan involving distribution and retail channels to ensure the quality of its
products.
The Vishwas programme was intended to build awareness among retailers on storage
requirements for chocolates, provide assistance in improving storage conditions and
strengthen packaging of the company's range of products. Cadbury reduced the number of
chocolates in its bulk packets to 22 bars from the present 60 bars. These helped stockists
display and sell the products "safely and hygienically". 1,90,000 retailers in key states were
covered under this awareness programme.
"What you see now is the most over-engineered packaging for a Dairy Milk chocolate
anywhere in the world. Even our festival packs come with a tamper-proof outer sealing and
improved packaging inside," explains Purohit.
The new double packaging even for the smallest offering, the 13 gm Rs 5 Cadbury Dairy
Milk, had the bar wrapped in aluminium foil and enclosed in a polyflow pack, which was

sealed on all sides.

The larger Cadbury Dairy Milk packs came in poly-coated aluminium foil, which was heatsealed and then wrapped in the branded outer package. Both these initiatives are country
specific and Cadbury invested nearly Rs 25 crore (Rs 250 million) this year on new
machinery for the improved packaging.
The company's team of quality control managers, along with around 300 sales staff, checked
over 50,000 retail outlets in Maharashtra and replaced all questionable stocks with immediate
effect. The company also carried out quality checks at its facilities as well as its carrying and
forwarding warehouses and distributor warehouses and found products free of infestation.
GAINING BACK TRUST
The Big B promoted the Big C in the chocolate business - Cadbury in India. Indian cine
superstar Amitabh Bachchan has signed on to become the brand ambassador of the chocolate
major for two years.
The Big B FACTOR
The big factor that has pushed up CDM sales is the Amitabh Bachchan campaign. It helped
restore consumers' faith in the quality of the product. In early January that year, Cadbury
appointed Amitabh Bachchan as its brand ambassador for a period of two years. The company
believed that the reputation he has built up over the last three decades complements their own,
which was built over a period of 50 years. AB played a pivotal role in all communication
relating to Cadbury's products and brands, be it in print, on television or the great outdoors,
the company's managing director Bharat Puri has been quoted as saying in media reports.
With the help of its Public Relations Dept. and advertising agency O&M, it created a
campaign which aimed for both rational and emotional appeal.
One of the ads showed Bachhan visiting a Cadbury plant, inspecting the systems and
processes and finally consuming a bar of chocolate to be convinced that there's nothing wrong
with the brand.

Addressing his audience, Mr. Bachchan says, "Mujhe aapse kuch kehna hai, jis kaam mein
manushya ki antar aatma uske saath na ho, uss kaam ko karne se usse sab kuch mil sakta
hai... man ki shaanti nahin mil sakti. Isliye jab Cadbury walon ne mujhe kaha ki unki baat
main aap tak pahunchaoon, to pachpan saalon se Cadbury khaane wala main bhi thoda sa
hitchkichaya.... ...Maine unse ek sawaal poocha, ki kya iske baad main chain ki neend so
paoonga ya nahin, to jawaab mein voh mujhe apni factory le gaye."
Walking into the Cadbury factory, he takes a look at their complete manufacturing process
and continues, "Aur mujhe apni international technology.... apne kade quality controls aur
double protection... ...packaging dikhayi." Saying which he takes a bite of the chocolate.
Finally giving his personal assurance and approval he says, "Aaj kal mein badi chain ki neend
so raha hoon." "Ab aapki favourite Cadbury Dairy Milk naye purity seal pack mein."

CHAPTER 5
Table No. 1: DO YOU EAT CHOCOLATES?
No. of

Awar

Respo

eness

ndent
50
0
50

Yes
No
Total

Perce
ntage
50%
0%
50%

consumption of chocolates
yes

no
100%

Interpretation:

50% consumer consumes chocolates.

It means the entire consumer consumes the chocolate.

Table No. 2: Awareness about Cadbury Product

No. of
Respond
Yes
No
Total

ent
50
0
50

Percenta
ge
50%
0%
50%

Awareness
yes
no

Interpretation:

100% are aware about the Cadbury.

It means the entireconsumers are aware about the Cadbury product

.
Table No.3: Discovery of Cadbury

No

of

Percent

respond
Advertisement
Mouth
publicity
Saw in

age

ent
33

the

shop
Other
Total

33%

3%

8%

6
50

6%
50%

Discovery of cadbury
Advertisement
Mouth publicity

12%

Saw in the shop

16%
6%

Other

66%

Interpretation:

33% consumer get to know by Advertisement.

8% consumer get to know by seeing them in shop.

It means most of the consumers come to know about Cadbury from Advertisement, then by
window display in shops, then by the other sources.

Table No. 4: Feature for Purchasing Cadbury

Features

No of

Perce

respo
ndent
20

Taste
Better
Packing
Price
Other
Total

ntage
20%

19

19%

10
1
50

10%
1%
50%

features
Taste
20%

2%

Better Packing
Price

40%

Other
38%

Interpretation:

20% purchase Cadbury for better taste.

19% purchase Cadbury for better packing.

10% purchase at its price rate.

1% purchase for other reasons.

It means maximum consumer feels that taste of the Cadbury product is best, then comes its
Packing and then the other factors

Table No. 5:Availability of Cadbury

No

of

Percent

Availability

respond

Very Much Available

ent
31

Quite Available

17

17%

Hardly Available

2%

Total

50

50%

age
31%

Availability
Very Much Available

4%

Quite Available

34%

Hardly Available
62%

Table No. 6: Satisfaction with the Product

No

Satisfaction

of

Percentage

Yes

respondent
48

No

2%

Total

50

50%

48%

Satisfaction
2
yes

no

48

Interpretation:

48% said that they are satisfied with Cadbury.

2% said that they are not satisfied with Cadbury.

It means almost all the consumers are satisfied with the Cadbury product.

TABLE NO 7: Promotional offers

No

of

Offer

respond

Price offer
Free offer
Any other
Total

ent
28
17
5
50

Percenta
ge
28%
17%
5%
50%

offer
free price

5
17

free sample
28

others

Interpretation:

28% said that they prefer free price

17% said they prefer freer samples

It means most of the people prefer free samples and free price offers.

TABLE 8: slogan/tagline
No of respondent
Kya swaad hai zindagi mein

Percentage

2%

ka bahana chahiye

3%

Kuch meetha ho jaye

23

23%

Shubh aarambh

22

22%

Total

50

50%

Khaane waalon ko khaane

taglines
1
2

4% 6%

44%

46%

Interpretation:

It means that most of the people remember the recent slogan/taglines of the
advertisement which is kuch meetha ho jae and shubh aarambh.

TABLE 9: Best feature in ads

No

of

respondent

Percentage

Emotional appeal

23

23%

Jingles
Storyline
Celebrity appearances
Visuals of chocolates
Total

5
9
10
3
50

5%
9%
10%
3%
50%

features
Emotional appeal

Celebrity appearances

Jingles

Storyline

Visuals of chocolates

Interpretation:

It means that most of the consumes thinks that the best feature in advertisement of
Cadbury is its emotional appeal and then celebrity appearances.

TABLE 10: Celebrity

No

of

respondent

Percentage

Yes

22

22%

No
Total

28
50

28%
50%

Amitabh Bachchan
yes

no
28

22

Interpretation:

It means that 22% consumers think that Amitabh bachchan is the right celebrity to
endorse the brand.

28% consumes think that the brand ambassador should be changed.

TABLE 11: Best advertise

No

of

respondent

Percentage

Dairy milk range

19

19%

5-star
Bourneville range
Temptations range
Perk
Others
Total

6
4
12
6
3
50

6%
4%
12%
6%
3%
50%

best advertise brand

Dairy milk range
5-star
12%

6%

Bourneville range
Temptations range

38%

Perk

24%

Others

8% 12%

Interpretation:
It shows that 19% consumers think that dairy milk range is advertise the best.
12% thinks that temptation ranges is advertise best then the others.

TABLE 12: impact on consumers mind

No

of

responde
nt
Yes

46

No
Total

4
50

Percenta
ge
46%
4%
50%

impact on consumers mind

4

yes
no

46

Interpretation:

It means that 46% consumers think that Cadbury have strong impacts on people mind
and heart.

4% consumers think that it doest have any impact.

SUGGESTION
A sales promotion should not exploit the loyalty, credulity, vulnerability or lack of experience
of children:
They should not be made to feel inferior or unpopular for not buying a particular product.
They should not be made to feel that they are lacking in courage duty or loyalty if they do not
buy or do not encourage others to buy the product.
They should not be asked to disclose personal information about themselves or their families
without having first obtained permission from their parents or guardians.
Promotions should not undermine the authority, responsibility or judgments of parents and
guardians. Promotions should not include any appeal to children to persuade their parents or
other adults to buy advertised products for them.
A product that is part of a series should be clearly indicated as such and should include the
method of acquiring the series.
Innovation should be there in the promotion strategy to survive in the competitive market but
the new concepts should be well informative to children.

CONCLUSION

In todays time with the recession in the market continuing, the companies see promotion as
being helpful in sustaining them in this tough period. In facts, 30 percent of TV advertising is
accounted for by the consumer promotion advertisements. Hence, the verdict is clear, the
Indian customer wants more tangible benefits for his money rather than just hot air. So in
order to gain competitive advantages over their rivals, companies are better advised to
develop suitable promotions for their customers rather than just relying on advertising. The
promotion must be focused properly with the other elements of marketing mix & with proper
implementation it would become yet another weapon in the Brand Mangers armory for brand
building.

Cadbury India limited started 'Bournvita Quiz Contest' to explore the interesting aspects of
'Confidence' in the young children, Cadbury Perk ZapakGameplex Premiere League, Cadbury
5 Star along with Zapak.comhas announced the launch of 5 Star Indian Online League to
provide opportunities to young children to compete against the best in the country. Cadburys
association with the Confidence Academy aims to recognize and reward champions who
through their achievements embody the Bournvita brand values. Cadbury Bournvita brings
together Young Champs from all over the country for an exciting All India Junior Badminton
Tournament being held in Chennai and help children to show their talent.
From the Companys point of view this is not a quick fix solution. Promotions alone cannot
be used for Brand building for any reasonable length of time. The companies should lay down
the objectives, which it wants to achieve from the promotion. Once the objectives are in place
they can design the promotion strategy

REFERENCE

ANNEXURES
QUESTIONNARE..

Q1. Do you eat chocolates?

a) Yes

b) No

Q2. Are You Aware of the Cadbury products?

a) Yes

b) No

Q3. How did you first discover the Cadbury products?

a) Advertisement (Newspapers, TV, Magazines)
b)

Mouth publicity

c) Saw in the shop

d) Other
Q4. What kind of features is most attracting for you while purchasing a Cadbury product?
a) Taste

b)

Better Packing

c)

Price

d) Other

Q5. Availability of Cadbury product?

a) Very Much Available b)

Quite Available

c) Hardly Available

Q6. Are you satisfied with the Cadbury product?

a) Yes

b)

No

Q7. Which promotional offers attract you?

A) Free gifts

b) price offer c)

any other

Q8. Which Cadbury slogan/tagline comes to your mind first?

a. Kya swaad hai zindagi mein
b. Khaane waalon ko khaane ka bahana chahiye
c. Kuch meetha ho jaye
d. Shubh aarambh
e. Others
Q9. What according to you is the best feature of any Cadbury advertisement?
a) Emotional appeal

b) Jingles

c) Storyline d) Visuals of chocolates

e) Celebrity appearances

f)Others

Q10. Do you feel that Mr. Amitabh Bacchan is the right celebrity to endorse the brand?
a) Yes

b) No

Q11. Which chocolate by Cadbury, do you feel, is advertised the best?

a) Dairy mild range

b) 5-star c) Temptations range

e) Perk

f) Others

d) Bourneville range

Q12. Do you feel Cadburys has a strong impact on peoples minds and hearts?