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Cadbury: Design of Product + Service

PART - A 1. How would you best describe the service concept of Cadbury World? In what ways is the design of the service package compromised by: (a) The service concept(s)? (b) The limited capital for the project? (c) Other factors? The reason behind the implementation was to continue the legacy of factory visits to Cadbury at Bourneville. However, since it was discontinued for nearly 2 decades, Cadbury wanted to reposition the factory visit as an alternate to Entertainment Park. Though it accepts that it never had the strategy to compete with picnic spots, in due course of time, it established its Cadbury World as a theme park.The Service Concepts: 3 kinds of service concepts are to be satisfied with a service are 1. Service experience fit: Positioning an educational item in an entertainment oriented place is one of the best service fits Cadburys has managed. It has successfully integrated education with the reward chocolate 2. Operational fit: Hiring 87 people and training them to be guides, moderators and servers is one of the important aspects which Cadbury has done in detail. This has helped it streamline the operation 3. Financial Impact: The object has almost been financially satisfied. It expected total 250000 customers in a year and reached 185000 customers in a span of 5 months. Hence, it is bound to finish with a positive bottom line (a) The Limited Capital for the Project: Although the project was implemented, its return on investment was a little less than 10%. This would be achieved because it already served nearly three fourths of the expected visitors in a short span of 5 months. Also, the low ROI tells us that Cadbury looks at this service more as a marketing campaign than a separate business entity. (b) Other Factors: The routine factors have not been planned at minute level. Personnel providing the service have not been given enough training. These are some factors which have been overlooked in designing Cadbury World.

Vijay Krishnan A | DM14257

Cadbury: Design of Product + Service

2. Draw a process flow chart showing how customers are processed through the operation. What does this suggest about the process design of Cadbury World?

Entrance

Demonstration 12 min (avg), 15 ppl

The Shop

Jungle, Bull Street

Process Plant 8 min, 30 ppl

The Restaurant 25 min, 169 ppl

Marie Cadbury Room 11 min, 23 ppl (70)

Pictorial Exhibition

3 min

Coffee & Ice Cream Parlour 18 min, 25-30 ppl

3. Calculate the hourly capacities for each operation in (2) above. How does the Centre Services Manager vary capacity to respond to changes in demand? How could the service be amended to increase bottleneck capacity?

Entrance

Demonstration
75 ppl

The Shop

Jungle, Bull Street

Process Plant 72 ppl

The Restaurant 405 ppl

Marie Cadbury Room 138 (350)

Pictorial Exhibition

Coffee & Ice Cream Parlour 65 ppl

Vijay Krishnan A | DM14257

Cadbury: Design of Product + Service

We can see that the Marie Cadbury room accommodates 138 people on an average but the process plant and demonstration are can accommodate upto 72 people and 75 people respectively. So the center services manager should take at most care and regulate flow of 75 at 10 minute intervals so that he doesnt have a bottle neck problem. 4. Does the low frequency of complaints indicate a high level of customer satisfaction? The low frequency of complaints does not indicate a high level of customer satisfaction. This is because; customer feedback after the service is not recorded. Customer satisfaction depends on the variability of the service offered. Although standardized services are not entertained, sub normal services are not taken well. The maintenance days 37 days in a year have to be communicated in advance so that no customer goes back unhappy. In order for Cadbury to succeed in creating and enhancing a brand through this service, it is important for it to offer high quality service and ensure that it is able to maintain the standard of service. 5. Is Cadbury World a successful operation? Cadbury world is a successful operation a. It had invested around 800,000 and due to the visit of 185,000 visitors has almost recovered 650,000. (75% of Investment in 5 months time). b. It had attracted customers across different age categories, which is type of mass customization. c. It has made its place as a days outing as an alternative to local picnic spots and weekend getaways. d. It has concentrated on complexity and divergence which has helped it gain customers and retain workers. Hence, the strategic operation planning with regard to service has been effective.

Vijay Krishnan A | DM14257

Cadbury: Design of Product + Service

PART B 1. Hourly Capacity for each areas S.No Name of the area No. of people Time Spent (mins) Total No. of People/ hr 1 2 History of Chocolate 50 Gallery of Europe 20 7 2.25 429 533 75% of visitors go in 1 min 3 4 5 Bull Street Cadbury Room History of Bournville 6 7 8 9 10 11 Mock Factory Packaging Plant Demonstration Area Fun Facts Man in Black Light Hearted Chocolate 30 90 60 25 30 35 2 15 10 1.5 3.33 5 900 360 360 1000 541 420 25% of people go twice 3 batches at a time 2 batches at a time 70 80 40 8 7.5 4 525 640 600 video watching + wait Comfort Capacity is 45 Remarks

2. Where were the Queues built up? Areas First (History) Bull Street Packaging Plant The video was boring Long duration, Emptying in short span of time Reason Section Waiting time of 2 minutes to get the Chocolate

Vijay Krishnan A | DM14257

Cadbury: Design of Product + Service

3. Electronic Doors Benefits Need for guard has been removed. Regulated the time taken for entry. Long queues were no longer a problem.

Drawbacks It never restricted peoples entry, making the entrance overcrowded. It reacted to smallest of disturbances and let to more overcrowding. The overcrowding affected all the timings.

4. Steps that can be done to improve Visitor Satisfaction

Reduce the waiting time right in the First Section. This can be done by providing some fun facts there and keeping them engaged. Chocolate samples can be given along with tickets Create a sound proof Cadbury room so that other rooms are not affected Create a more enthusiastic and interesting Bull Street (maybe by enacting something), so that the long wait doesnt tire the visitors. Enhance the Automatic Door by signaling people to stop or the door to alarm after a particular number of people have passed. This can avoid Overcrowding. .Try to breakdown bulk people accumulating at the Packaging Plant by diverting some crowd (like men & women in part A) nearby.

Mix up the Fun Factory here and there so people are energetic throughout

Vijay Krishnan A | DM14257