INDEX

S. NO. 1. 2. 3. 4. . &. ). *. +. 1-. CONTENTS Executive Summary Introduction Company Profile Objective !e"earc# $et#odolo%y 'ata analy"i" and (indin%" Conclu"ion Su%%e"tion ,iblio%rap#y .ue"tionnaire

EXECUTIVE SUMMARY

/#e Cadbury0" India0" number one c#ocolate i" able to "#are 1it# t#eir mar2et in"i%#t" ba"ed upon unparalled breat# of c#ocolate experience.

/#e mer%e in 1+&+ 1it# Sc#1eppe" and t#e "ub"e3uent development of t#e bu"ine"" #ave led to Cadbury Sc#1eppe" ta2in% t#e led in bot#4 t#e confectionery and "oft drin2 mar2et intec# 56 and becomin% a major force in t#e international mar2et. Cadbury Sc#1eppe" today manufacture" product in &- countrie" and a trade in "ta%%erin% 12-.

/#i" project i" a "incere effort to loo2 for t#e mar2et potential in c#ocolate and confectionery indu"try. 7 de"criptive re"earc# procedure #ad been applied to come to t#e conclu"ion" of t#e project. 7 detailed 3ue"tionnaire #ad been prepared and t#e re"pon"e" of t#e concerned people #ad been collected for t#e analy"i". /#e project later concluded in recommendin% t#e confectionerie". mar2et potential of t#e c#ocolate and

INTRODUCTION
/#e Cadbury0" Inc #a" ta2en t#e opportunity to offer u" a broader vie1 of c#ocolate cate%ory. /#e Cadbury0" India0" no.1 C#ocolate i" able to "#are 1it# t#eir mar2et in"i%#t" ba"ed upon unparalleled breat# of c#ocolate experience. Cadbury #a" %ro1n from "tren%t# to "tren%t# 1it# ne1 tec#nolo%ie" bein% introduced to ma2e t#e Cadbury confectionary bu"ine""4 one of t#e mo"t efficient in t#e 1orld. /#e mer%e in 1+&+ 1it# Sc#1eppe" and t#e "ub"e3uent development of t#e bu"ine"" #ave led to Cadbury Sc#1eppe" ta2in% t#e led in bot#4 t#e confectionary and "oft drin2 mar2et intec# 56 and becomin% a major force in t#e international mar2et. Cadbury Sc#1eppe" today manufacture" product in &countrie" and a trade in "ta%%erin% 12-. /#e Cadbury "tory i" a fa"cinatin% "tory of a family bu"ine"" t#at %re1 in one of t#e bi%%e"t4 mo"t loved c#ocolate brand in t#e 1orld. 7 "tory t#at you 1ill remember a" t#e "tory of 8/#e ta"te of life9.

OBJECTIVE OF THE PROJECT

$y main objective of t#e "tudy on t#i" project i" to demon"trate t#e mar2etin% "trate%ie" of Cadbury India :td. 7nd to arrive at my findin%"4 I #ave done fe1 analy"i";< =a> S?O/ 7naly"i" =,> PES/ 7naly"i" 7nd al"o P0" of $ar2etin%;<

Product

Price

P#y"ical 'i"tribution

Promotion

Po"itionin%

RESEARCH METHODOLOGY
7c#ievin% accuracy in any re"earc# re3uire" in dept# "tudy re%ardin% t#e "ubject. 7" t#e prime objective of t#e project i" to compare Cadbury 1it# t#e exi"tin% competitor" in t#e mar2et and t#e impact of @e"tle on Cadbury4 t#e re"earc# met#odolo%y adopted i" ba"ically ba"ed on primary data via 1#ic# t#e mo"t recent and accurate piece of fir"t #and information could be collected. Secondary data #a" been u"ed to "upport primary data 1#erever needed. Primary data was collected using the following techniques .ue"tionnaire $et#od 'irect Intervie1 $et#od and Ob"ervation $et#od /#e main tool u"ed 1a"4 t#e 3ue"tionnaire met#od. (urt#er direct intervie1 met#od4 1#ere a face to face formal intervie1 1a" ta2en. :a"tly ob"ervation met#od #a" been continuou" 1it# t#e 3ue"tionnaire met#od4 a" one continuou"ly ob"erve" t#e "urroundin% environment #e 1or2" in. Procedure of research methodology # /ar%et %eo%rap#ic area 1a" 'el#i. @C!. # /o t#e"e %eo%rap#ical area 3ue"tionnaire 1a" %iven4 t#e 3ue"tionnaire 1a" a combination of bot# open ended and clo"ed ended 3ue"tion".

# /#e date durin% 1#ic# 3ue"tionnaire" 1ere filled 1a" bet1een "ix 1ee2. # Some dealer" 1ere al"o intervie1ed to 2no1 t#eir pro"pective. Intervie1" 1it# t#e #onour of retailer of Cadbury 1ere al"o conducted. A (inally t#e collected data and information 1a" analy"ed and compiled to arrive at t#e conclu"ion and recommendation" %iven. Sources of secondary data 5"ed to obtain information on4 Cadbury and it" competitor #i"tory4 current i""ue"4 policie"4 procedure" etc4 1#erever re3uired. A Internet A $a%aBine" A @e1"paper"

The legend !lled C!d"#$% &'() C 7 once bu"ine"" 1a" opened in 1*24 by a youn% .ua2er4 Do#n Cadbury4 in ,ull "treet ,irmin%#am 1a" to be t#e foundation of Cadbury :imited4 no1 one of t#e 1orld0" lar%e"t producer of c#ocolate. &'*& C ,y t#i" year t#e bu"ine"" #ad c#an%ed from a %rocery "#op and Do#n Cadbury #ad become a manufacturer of drin2in% c#ocolate and cocoa. /#i" 1a" t#e "tart of Cadbury manufacturin% bu"ine"" a" it i" 2no1n today. 7 lar%er factory in ,rid%e Street ,irmin%#am 1a" rented in 1*4)4 Do#n Cadbury 1a" joined by #i" brot#er ,irmin%#am and t#e bu"ine"" became Cadbury ,rot#er of ,irmin%#am. &'+& C Do#n Cadbury re"i%ned #i" bu"ine"" and #anded over to #i" "on"4 !ic#ard4 2 and Eeor%e4 21 1#o after difficult year" almo"t "#ut do1n t#e bu"ine"" to ta2e up

ot#er vocation. (ortunately for %eneration of c#ocolate lover"4 t#ey didn0t. &'++ C Sa1 a turnin% point for t#e company 1it# t#e introduction of a proce"" for pre""in% t#e cocoa butter from t#e coca bean". /#i" not only enabled Cadbury ,rot#er" to produce pure coca e""ence4 but t#e plentiful "upply of coca butter remainin% 1a" al"o u"ed to ma2e ne1 2ind of eatin% c#ocolate. /#e e""ence 1a" adverti"ed a" F7b"olutely pure4 t#erefore be"t0. &',- C ,u"ine"" pro"pered from t#i" time and Cadbury ,rot#er out%re1 t#e ,rid%e Street factory4 movin% in 1*)+ to a FEreenfield0 "ite "ome mile" from t#e center of ,irmin%#am 1#ic# came to call ,ourneville. /#e openin% of t#e Cadbury factory in

a %arden al"o #eralded a ne1 era in indu"trial relation" and employee 1elfare 1it# joint con"ultation bein% ju"t one of t#e introduced by t#e pioneerin% Cadbury ,rot#er". &'-- C In t#i" year t#e bu"ine"" private limited company C Cadbury ,rot#er" :imited. Pro%re"" "ince t#e "tart of t#e century t#rou%# t#e inter C 1ar year" on1ard a#" been rapid. C#ocolate #a" moved bein% a 8luxury9 item to 1ell 1it#in t#e financial reac# of everyone. &-./ C Cadbury #a" many famou" brand" 1it# one of major "ucce"" "tory bein% Cadbury0" 'airy $il2 c#ocolate launc#ed in 1+- 4 today ,ritain0" favorite moduled c#ocolate bar. Cadbury today i" t#e mar2et leader in t#e 5.6 c#ocolate confectionary mar2et4 employin% t#e mo"t advanced proce""in% tec#nolo%y and mana%ement information and control tec#ni3ue". /#e company i" t#e confectionary divi"ion of Cadbury Sc#1eppe" plc 1#ic# i" major force in t#e confectionary and "oft drin2" international mar2et. ?orld < 1ide Cadbury i" one of t#e pre C eminent name" in confectionary 1it# impre""ive ran%e of famou" brand". .uality #a" been t#e focu" of t#e Cadbury bu"ine"" from t#e very be%innin% a" %eneration" #ave 1or2ed to produce c#ocolate 1it# t#at very "pecial ta"te4 "moot#ne"" and "nap4 "o c#aracteri"tic" of Cadbury0" c#ocolate.

ORGANI0ATIONAL STRUCTURE

$7@7EI@E 'I!E C/O!

EE@E!7: $7@ 7EE!

GICE P!ESI'E@/

$7!6E/I@E

$7@5(7C/5 S7:ES ! I

(I@7@CE

'IS/!I,5/IO @

De12gn De3el456en7 $il2 c#ocolate for eatin% 1a" fir"t made by Cadbury in 1*+) by addin% mil2 po1der pa"te to t#e dar2 c#ocolate recipe of cocoa ma""4 cocoa butter and "u%ar. ,y today0" "tandard" t#i" c#ocolate 1a" not particularly %ood a" it 1a" very coar"e and dry and 1a" not "1eet or mil2y enou%# for public ta"te". 7t t#at time t#ere 1a" a %reat deal of competition in t#e 5.6 from continental manufacture"4 not only t#e (renc# 1it# t#eir fancy c#ocolate" but al"o from t#e S1i""4 1#o 1ere reno1ned for t#eir mil2 c#ocolate. :ed by Eeor%e Cadbury junior4 t#e ,ourneville expert" "et out to meet t#e c#allen%e. 7 con"iderable amount of time and money 1a" "pent on re"earc# and ne1 plant de"i%n to produce t#e ne1 c#ocolate in muc# lar%e 3uantitie". 7 ne1 recipe 1a" formulated fre"# mil2 and ne1 production proce""e" 1ere developed to produce mil2 C c#ocolate not a" merely a" %ood a" but better t#an t#e imported mil2 c#ocolate. (our year" of #ard 1or2 1ere inve"ted in t#e project and in 1+- 1#at 1a" to be Cadbury0" top "ellin% brand 1a" launc#ed. /#ree name" 1ere con"idered Der"ey Hi%#land $il2 and 'airy $aid. 'airy $aid became 'airy $il2 and Cadbury0" 'airy $il2 1it# it" uni3ue flavor and "moot# creamy texture 1a" ready to c#allen%e t#e S1i"" domination of t#e mil2 c#ocolate mar2et. ,y 1+13 it #ad become t#e company0" be"t "ellin% line and in t#e mid t1entie" Cadbury0" 'airy $il2 %ained it" "tatu" a" t#e brand leader4 a po"ition t#at it #a" #eld

ever "ince. /oday more t#an 2 - million bar" of Cadbury0" 'airy $il2 are made every year and "ale" reac# over 1-- million Pound in value. ?#ile adverti"in% and label de"i%n %<#ave c#an%ed 1it# fa"#ion and con"iderable "tride" #ave been made in manufacturin% tec#nolo%ie"4 t#e recipe for Cadbury0" 'airy $il2 it" F%la"" and a #alf of full cream mil2 in every #alf pound produced0 i" "till ba"ically t#e "ame a" 1#en it 1a" launc#ed. C!d"#$%81 D!2$% M2l9 S74$% C#ocolate #a" been enjoyed by "ucce""ive %eneration "ince t#e manufacturin% proce"" 1a" developed in t#e Gictorian /ime". Eood c#ocolatier" i" an art form dependin% on recipe tradition"4 1#ic# #ave %ro1n over t#e year". C#ocolatier" #ave u"e t#eir "2ill" to ma2e balanced recipe in 1#ic# all t#e in%redient" combine to produced c#ocolate 1it# all t#e c#aracteri"tic" t#at enable full deliciou" ta"te to be enjoyed by t#e con"umer". ,y today0" "tandard" t#e fir"t c#ocolate for eatin% 1ould #ave been con"idered 3uite unpalatable. It 1a" t#e introduction of t#e Gan Houten cocoa pre"" from Holland t#at 1a" t#e major brea2 t#rou%# in t#e c#ocolate production a" it provided extra cocoa butter needed to ma2e a "moot# %lo""y c#ocolate. C!d"#$%81 M2l9 T$!% : &-&/ $il2 /ray #a" maintained it" popularity in t#e c#an%in% 1orld "ince t#e mil2 c#ocolate a""ortment made 1it# t#e famou" Cadbury0" 'airy $il2 c#ocolate 1a" fir"t introduced in 1+1 .

/#e name Ftray0 derived from t#e 1ay in 1#ic# t#e ori%inal a""ortment 1a" delivered to t#e "#op". Ori%inally $il2 /ray 1a" pac2ed in five and a" #alf pound boxe"4 arran%ed on tray" from 1#ic# it 1a" "old loo"e o cu"tomer". /#e #alf pound deep C lidded box 1it# t#e traditional purple bac2%round and %old "cript 1a" introduced in 1+1&4 follo1ed by one pound box in 1+24. ?it# it" "tyli"#4 1it#out frill" pre"entation $il2 /ray 1a" t#e a""ortment for everyday4 not ju"t "pecial occa"ion and it repre"ented t#e be"t buy in t#e c#ocolate for million" of people. /#e pac2 de"i%n #a" been re%ularly updated and t#e a""ortment it"elf #a" c#an%ed in line 1it# con"umer" ta"te and preference". ,y t#e end mid C t#irtie" t#e Cadbury0" $il2 /ray a""ortment out"old all it" competition" and today it i" "till one of t#e mo"t popular boxe" of c#ocolate" in t#i" country. C!d"#$% S h;e55e1 Cadbury Sc#1eppe" plc4 a %lobal bevera%e and confectionary %iant 1it# annual "ale of !" 2-4ooo crore"4i" t#e 1orld" number one non C cola "oft drin2 company #avin% bottlin% and partner"#ip operation" in 14 countrie" and franc#i"e" of it" brand in a furt#er *& countrie" around t#e 1orld. It" Hundred Percent "ub"idiary in India named Cadbury Sc#1eppe" ,evera%e India =private> :imited =CS,I:> "tarted operation in $arc# 1++ . /#e fir"t brand 1a" launc#ed 1a" cru"# 1#ic# 1a" later follo1ed by Canada 'ry4 Sc#1eppe" /onic ?ater4 Sc#1eppe" ,itter :emon.

CS,I: 1it# it" franc#i"e a%reement 1it# 1+ bottle" t#rou%#out India propo"e" to be a #ou"e#old name. It #a" a policy for (O,O" =(ranc#i"e o1ned bottlin% operation" unli2e Co2e and Pep"i 1#ic# prefer CO,O4" =Company o1ned bottlin% operation">. In (O,O t#e bevera%e" company only "upplie" t#e concentrate and t#e mar2etin% "upport to build brand e3uity. /#e ot#er a"pect" li2e mac#inery4 bottlin% line4 land and di"tribution i" t#e re"pon"ibility of t#e bottler. 7" it" CEO $r. 7"#o2 Dain "ay"4 81e are t#e "oft1are4 t#ey are t#e #ard1are9.

PRODUCT PROFILE
CHOCOLATE < CONFECTIONARY

D!2$% M2l9

F$#27 < N#7

P2 n2

Pe$9

Ge61

= l!2$1

N#772e1

Te657!724n

FOOD DRIN>S O3!l72ne D$2n92ng h4 4l!7e B4#$n327! H4$l2 91

S?OT
S7$eng7h 1. Gery "tron% brand e3uity in India. 2. 'ue to it" 4 year" pre"ence in India C #a" deep penetration C 21-di"tributor"I 4 -4--- retailer"4 &- mid urban =22J> cu"tomer". 3. /#ree "ector"I C#oc" =)-J "#are>4 Confec =4J>4 food drin2" =14J < leader in bro1n "e%ment>. 4. :o1 co"t of production due to economic of "cale. /#at mean" #i%#er profit" and K or more competitioner". ,etter mar2et penetration. . Second be"t manufacturin% location t#rou%#out Cadbury Sc#1eppe". ?e!9ne11 1. Poor tec#nolo%y in India compared to current international tec#nolo%ie" =Eodiva4 $oBart4 (aBer4 'int4 @au"#an"4 etc...> 2. :td. 6ey product"4 only one central brand =C'$>. Praline" ran%e totally 1i"in% in India. 3. 8$a2e in India9 ta% once t#e economy open" up 1ore and import" ru"# in. O554$7#n272e1 1. /remendou" "cope for per capita con"umption =1&- %m" of * C 1- 2%>

2. Increa"in% per capita national income re"ultin% in #i%#er di"po"able income. 3. Ero1in% middle cla"" and %ro1in% urban population. 4. Increa"in% %ift" culture". . Sub"titute to 8$it#ai"9 1it# #i%#er calorie"Kc#ole"terol. &. Increa"in% departmental "tore" concept C impul"e L at ca"# counter". ). Elobali"ation; optimal u"e of %lobal Cadbury Sc#1eppe". Th$e!71

a> Major ;< @one. 'ue to lo1 co"t and #i%#e"t brand e3uity4 it i" today in India. b> Minor ;< ElobaliBation 1ill bein% in better brand" for upper end of t#e mar2et =:ie"t4 $onarc#4 Eodiva4 etcM>. C4n l#124n@< ?ill lo"e mar2et "#are 1it# %lobaliBation =a la $aruti> but 1ill remain brand leader.

Pe17 An!l%121 P@ "ince t#e bud%et ran%e i" decontrolled4 no political effect" are E@ 1> increa"in% per capita income re"ultin% in #i%#er di"po"able income 2> Ero1in% middle cla""Kurban population C increa"e in demand 3> :o1 co"t of production C better penetration S@ 1> Per capita con"umption expected to increa"e C fa"#ion envi"a%ed.

2> Increa"in% %ift" culture C increa"e in demand 3> :o1er c#ole"terol t#an 8mit#ai"9 ="1eet meat> C "ub"titute demand T@ ?ill #ave to reinforce tec#nolo%y to international level" once India i" a 8free9 economy

4 P0S Of $ar2etin% PRODUCT Sati"faction "uffice". ,ut deli%#t daBBle" t#e avera%e company 1ill compete for cu"tomer by conformin% to #er expectation con"i"tently. ,ut t#e 1inner 1ill "urpa"" t#em by con"tantly exceedin% #er expectation4 deliverin% to #er door "tep additional benefit" 1#ic# "#e 1ould never #ave ima%ined po""ible. Cadbury0" offer "uc# product. /#e 1ide variety product" offered by t#e company include;

I. Ch4 4l!7e < C4nAe 724n!$% 1> 'airy $il2 2> (ruit N @ut 3> Star

4> ,rea2 > Per2 &> Eem" )> Eclair" *> @uttie" +> /emptation 1-> $il2 /reat II. Be3e$!ge1 III. F44d D$2n91 1> ,ournvita 2> 'rin2in% c#ocolate 3> Cocoa

P$2 2ng $a2e no mi"ta2e. Second P of mar2etin% i" not anot#er name for blindly lo1erin% price" and relyin% on t#i" "trate%y alone to increa"e "ale" dramatically. /#e "trate%y u"ed by Cadbury0" i" for matc#in% t#e value t#at cu"tomer pay" to buy t#e product 1it# t#e expectation t#ey #ave about 1#at t#e production i" 1ort# to t#em. Cadbury0" #a" launc#ed variou" product" 1#ic# cater to all cu"tomer "e%ment". So every cu"tomer "e%ment #a" different price expectation from t#e product. /#erefore maximiBin% t#e return" involve" identifyin% ri%#t price level for eac# "e%ment4 and t#en pro%re""ively movin% t#rou%# t#em. 'airy $il2 Per2 Star (riut and @ut Eem" ,rea2 @uttie" ,ournvita = -- %m> 'rin2in% c#ocolate Ph%12 !l D217$2"#724n : BPl! eC !". 1 !". 1!". 1!". 22 !". 1!". !". 1* !". 1-4 !". -

BRAND ISNT TH !N"# AN# $!R . $ar2eter" and finance mana%er need a ne1 term to evaluate t#eir bu"ine"";

D217$2"#724n ED#27%. It ta2e" muc# more time and effort to build4 but once built4 di"tribution e3uity i" muc# to%et#er to erode. The A#nd!6en7!l !E246 4A Ind2!n 4n1#6e$ 6!$9e7 21 7h21@ Oou can "et up a "tate<of Ct#e<art manufacturin% facility4 #ire t#e #otte"t "trate%ie" on t#e bloc24 "1amp prime televi"ion 1it# be"t 7d"4 but t#e end of it all4 you 1ould be 2no1 of "ellin% your product". /#e cardinal ta"2 before t#e Indian mar2et i" mana%in% i" to "#oe<#orn it" product on retail "#elve". ,uyer" are payin% for di"tribution e3uity not brand e3uity and mar2et "#are". ?#y doe" t#e company need di"tribution e3uity more anyt#in% in IndiaP ?it# tec#nolo%y and competitive pre""ure "la"# in it i" becomin% increa"in% difficult for mar2eter" to retain a uni3ue product differentiation for lin% period. In a product and price parity "ituation4 t#e brand t#at "ell" more i" t#e one t#at reac#e" t#e #i%#e"t number of cu"tomer". India C 1 billion people4 1 3 1 urban mar2et" and million #ou"e#old #a" over 4 million retail outlet" in 2)2 villa%e"4 "pread cro"" 3.2* million "3. 2m.

televi"ion #a" already primed and population for con"umption4 and t#e mar2eter 1#o can %et to t#e to t#e con"umer a#ead of competition 1ill %ive a #ard C to C overta2e lead. ,ut %ettin% t#eir mean" mana%in% 1ildly different terrain"<climate4 lan%ua%e4 value "y"tem4 life "tyle4 tran"port and communication net1or2. 7nd your brand e3uity i"n0t %oin% to #elp 1#en it come" to tac2lin% t#e"e i""ue". O1n di"tribution net1or2 con"i"t of clearin% and for1ardin% =CN(> a%ent" N di"tribution "toc2ie"t. /#i" net1or2 of di"tribution can eit#er contact 1#ole"aler" and 1#ic# in turn retailer" or t#e di"tributor" can contact to t#e retailer" directly. Once t#e "toc2 product reac#e" retailer"4 t#e pro"pective cu"tomer" can #ave acce"" to t#e product. Cadbury0" di"tribute" t#e product in t#e manner "tated above. Cadbury0" di"tribution net1or2 #a" expanded from 1++- di"tributor" la"t year to 21-- di"tributor" and 44 -4--- retailer". ,e"ide u"e of /I tom improve" lo%i"tic"4 Cadbury i" al"o attemptin% to improve t#e di"tribution 3uality. /o addre"" t#e i""ue of product "tability4 it #a" in"talled vi"i color" at "everal outlet". /#i" #elp" in maintainin% con"umption in "ummer 1#en "ale" u"ually drop" due to t#e fact t#at t#e #eal effect" product 3uality and t#ereby off ta2e". :oo2in% at t#e lo1 penetration of t#e c#ocolate4 a di"tribution expan"ion 1ould it"elf bein% incremental volume. /#e ot#er rea"on i" arc# rival @e"tle reac#e" more t#an a million retailer".

/#i" increa"e in di"tribution i" %oin% to be accompanied by reduction in c#annel co"t". Cadbury0" mar2etin% co"t"4 at 1*J of total co"t"4 i" muc# #i%#er t#an @e"tlQ0" 12J or even pure "u%ar confectionery major Parry0" 11J. /#e company i" loo2in% to reduce t#i" parity level. 7t Cadbury4 t#ey believe t#at "ellin% confectionery i" it li2e "ellin% "oft drin2".

P$464724n If an adverti"ement i" to communicate effectively4 t#e receiver mu"t at lea"t #alf 1ant it to4 and be prepared too ta2e "tep to1ard t#e "ender. Effective adverti"in% i" rarely #ectorin% or loudly explicitM. It often bot# attract" and %enerate" arm feelin%". $ore often t#an not4 a "ucce""ful campai%n #a" a "tron%er element of t#e unexpected a 3uality t#at %ood adverti"in% "#are" 1it# muc# 1ort#1#ile literature. /o penetrate into t#e inner rece""e" of #er memory4 communication mu"t fir"t en"ure expo"ure4 %rab #er attention evo2e #er compre#en"ion4 %rab #er acceptance and t#en extract retention competin% 1it# t#ou"and" of ot#er unit" of communication tryin% to do t#e "ame. (indin% "#o1ed t#at t#e adult" felt too con"ciou" to be "een con"umin% a product actually meant for c#ildren. /#e "trate%ic re"pon"e addre"" t#e emotional appeal of t#e band to t#e c#ild 1it#in t#e adult. @aturally4 t#at produced ju"t t#e value vacuum t#at Cadbury 1a" loo2in% to fill. /#ereafter it 1a" t#e job of t#e adverti"in% to communicate cu"tomer t#e 1onderful feelin% t#at #e could experience by re< di"cour"in% t#e careful4 un"elf con"ciou"4 plea"ure C "ee2in% c#ild 1it#in #im"elf C a %raft t#e"e feelin% onto t#e 7d campai%n li2e B>h!ne ?!l4n >4 >h!ne >! B!h!n! Ch!h2%eC for C$' and BTh4d2 S2 Pe7 P44F! : >!"h2 Bh2 >!h2n Bh2C for Per2 #ave been "ure "#ot 1inner 1it# t#e audience. ?#irl 1it# t#e ne1 launc#ed temptation" 1it# t#e "lo%an 8/oo /o S#are9 t#e communication re"olve" around t#e reluctance of a per"on 1#o0" %ot t#eir #and on a bar of temptation to let anyone el"e to #ave a bite. 7" 1ell a" outdoor and radio ad"4

ad a%ency contract #a" created communication for cinema" and even 7/$ mac#ine" for t#e brand. 7ll ICICI0 " 7/$ a me""a%e fla"#e" on t#e "creen a" "oon a" cu"tomer in"ert #i" 7/$ card. It tell" t#e cu"tomer t#at t#i" 1ould be %ood time to %et out of #er temptation "ince #eK"#e i" bound to be alone. Somet#in% familiar i" planned for p#one<boo2 a" 1ell. In cinema"4 Cadbury #a" a me""a%e on<"creen ju"t before t#e li%#t" are dimmed to %ive t#em a c#ance to %et t#eir temptation". /#ere 1ill al"o be after dinner "amplin% in re"taurant" C to be%in 1it#4 3- catterie" in $umbai #ave been "elected. /#e next round of activity 1ill include t#e 1afer<c#ocolate Per2 and t#e Picnic bar4 1#ic# #a" faced problem" 1it# it" ta"te4 becau"e of t#e peanut it contain". $il2 treat #a" al"o been launc#ed in a module bar form4 ju"t in time of 'i1ali %iftin% mar2et. Rclair" #a" %ot potential for muc# 1ide di"tribution4 in a "mall "1eet" t#at airline"4 #o"tel"4 and up mar2et retail outlet offer to %ue"t and cu"tomer". 7d "pend in 2--- 1a" about 14J of "ale" and t#e mana%ement "aid t#at plan" to maintain a" "pend at t#i" level in t#e current year al"o. 7d "ince any di"cu""ion today 1ould be incomplete 1it#out mention Fe0 1ord4 t#e mana%ement plan" to tap t#i" ne1 c#annel of mar2etin%. ,e"ide t#ree company 1eb"ite =i.e. 111.cadburyindia .com4 1111.bourvita.com4 111.cadbury%ift.com t#at t#e company #a" launc#ed4 it #ad al"o entered into variou" mar2etin% relation"#ip 1it# ot#er portal"4 "pecially tar%eted durin% fe"tival" and event" "uc# a" Galentine" day 4 etcM.

It0" a combination of "piffin% up it" 2ey brand4 re"earc#in% and improvin% t#e ne1er product" t#at #aven0t ta2en off4 "upported 1it# #i%# ad C "pend" t#at Cadbury #ope" 1ill "ee it emer%e" "tron%er after t#e current "lo1do1n4 a" 1ell a" expand t#e mar2et. P412724n2ng In t#e 1+)-" con"umer" 1ere ready to pay 8more for more94 and luxury %ood" flouri"#ed. In t#e 1+*-"4 con"umer" be%an to demand 8more for "ame94 and t#e di"countin% era %re1 "tron%. /oday0" con"umer demandin% 8more for le""94 and t#e 1inner 1ill be t#at "uper value mar2eter"M. Some of today0" mo"t "ucce""ful companie" reco%niBe t#o"e cu"tomer" are more educated and able to reco%niBe true cu"tomer valueM Po"itionin% i" "imply concentratin% on an idea C or C even a 1ord define" t#at company in t#e mind of t#e con"umer. It i" more efficient to mar2et one "ucce""ful concept to one lar%e %roup of people t#an - product or "ervice idea" to - "eparate %roupM repo"itionin% i" a mu"t 1#en cu"tomer attitude #ave c#an%ed and product #ave "trayed a1ay from t#e con"umer0" lon% "tandin% perception of t#emM Cadbury0" i" an anc#or in "ea of confectionary product". 7" a variety of competitive claim" a""ail" #er "en"e"4 today cu"tomer u"e" complicated deci"ion ma2in% proce"" to a""e"" t#e alternative before ma2in% a purc#a"e. Since Cadbury0" i" more clearly a""ociated 1it# a particular "et of attribute" in term" of benefit" and price"4 t#e 3uic2er become" #er "earc# proce"". Po"itionin% of individual product;

&G C$'; i" and al1ay" remain fla%"#ip brand. /#e punc# by t#e company for adverti"in% t#i" product life. F!eal ta"te of :ife04 it"elf define" t#e po"itionin% of t#e product. /#e c#ocolate i" meant for all a%e %roup". It "ymboliBe" fun4 enjoyment4 %ood item". It #a" %oodne"" of mil24 ta"te and appetite appeal. (G "tar; alt#ou%# po"itioned internationally a" an ener%y bar4 "tar 1a"

po"itioned on an emotional platform in India durin% t#e late 1+*-". SymboliBin% to%et#erne""4 "tar 1a" ori%inally tar%eted at teena%er". In Dune "tar to ma2e it a "ource of "tar0" ener%y bar po"itionin%

1++44 t#e company re1or2ed t#e "trate%y for ener%y. In fact4 before t#e launc# of Per24 made it a "nac2in% c#ocolate.

*G Rclair"; competin% in t#e c#e1able toffee" "e%ment. Rclair" 1a" re<launc#ed durin% t#e mid<ninetie" 1it# a ne1 name4 'airy $il2 Rclair". )G Eem"; broadca"tin% Eem"4 t#ou%#4 didn0t prove to be fea"ible propo"ition for Cadbury. /ar%eted at c#ildren under 12 year" 1it# FEem" ,ond0 adverti"in%. Cadbury decided to too teena%er" 1it# t#e FSmart Gery campai%n. Smart0 ,ut

no14 t#e company i" retar%etin% c#ildren 1it# it" animated commercial. 8Eem" are t#e be"t brand to "pea2 to c#ildren. Colorful c#ocolate button" appeal mo"t to c#ildren and t#at i" 1#y Cadbury i" re<tar%etin% c#ildren.9

/G Crac2le; it 1a" t#e fir"t Cadbury0" c#ocolate to #ave crunc# in it. It 1a" tar%eted a" a fun2y c#ocolate to add "par2 to life. +G Per2; in September4 1++ 4 Cadbury preempted t#e launc# of @e"tlQ0" 6it<6at by ru"#in% a ne1 brand4 Per2 into t#e mar2et. Po"itioned muc# furt#er on t#e functional "cale t#an "tar4 Per2 1a" meant to be li%#t "nac2<product for

"ubduin% t#e fir"t pan%" of #un%er. ,G ,ournvita; po"itioned a" ta"ty #ealt# drin2. ?#ile it" competitor" concentrated only on #ealt# a"pect4 ,ournvita combined t#e nutritiou" value 1it# ta"te. C!d"#$%81 M!$9e7 Seg6en7 $ar2et place for any product i" compri"ed of many different "e%ment" of con"umer"4 eac# 1it# different need" and 1ant". $ar2et" "e%mentation can be defined in a number of 1ay" "uc# a"; 'emo%rap#ic variable" =e.%. Con"umer" are %roup"4 %ender4 material "tate" income etcM> /#e life"tyle of con"umer" =i.e. t#eir intere"t" and activitie"> t#e benefit" 1#ic# con"umer" loo2 for in a product or on t#e occa"ion" 1#en t#e product mi%#t be con"umed. Cadbury ta2e" into account all t#e"e factor" 1#en producin% a ran%e of product". It tar%et" different "e%ment" 1it#in t#e mar2et4 "uc# a" t#e.

 ,rea2 "e%ment C product" 1#ic# are normally con"ume a" a "natc#ed brea2 and often 1it# tea and coffee4 for example Cadbury0" Per2 and "nac2 ran%e. Impul"e "e%ment C t#e"e product" are often purc#a"e on impul"e4 eatin% t#e"e and t#en. /#ey include product "uc# a" Cadbury0" 'airy $il2. /a2e #ome "e%ment C t#i" de"cribe" product t#at are normally purc#a"ed in "upermar2et"4 ta2en #ome con"umed at a later "ta%e.

The Re!l T!17e 4A ReF#3en!724n It 1a" t#e mar2et C leader4 but "ale" inc#ed alon%. It focu"ed firmly on it" tar%et "e%ment4 but t#e real buyer lay beyond. (or "even lon% year"4 Cadbury0" 'airy $il2 c#ocolate "uffered "ta%nancy even a" ot#er con"umer product" boomed. Du"t #o1 did t#e company rejuvenate an old brand to create t#e mar2etin% me%"<#it of t#e 1++"P

I7 S7!nd F2$17 A64ng Se 4nd comin%. 7nd it 1a"n0t "o muc# a re<launc# a" it 1a" a proce"" of rejuvenation. Over a period of 12 mont#"4 "tartin% (ebruary4 1++44 t#e !". 314 crore confectionery ma2er" Cadbury embar2ed on t#e mo"t outra%eou" repo"itionin% exerci"e in t#e recent #i"tory of Indian mar2etin%. (or4 it "y"tematically di"mantled t#e franc#i"e t#at t#e company #ad built over 3- year" of it" fla%"#ip brand4 Cadbury0" 'airy $il2 =C'$><Cadbury0" $il2 c#ocolate until 1+*&<de"troyin% t#e very fundamental of %eneric a""ociation t#at #ad made million of Indian" refer to a bar of a c#ocolate a" a 8Cadbury9. $ore proof of t#e c#ocolate i" in t#e eatin%; t1o year" into proce""4 C'$0" mar2et "#are at 2 J4 1it# "ale ri"in% by an avera%e 4-J per annum.

The D2!gn4121 /oday4 /#e !eal /a"te of :ife campai%n4 1#ic# "erved 5p c#ocolate in %eneral4 and CO$ in particular4 into t#e con"ciou"ne"" of adult4 #a" already become a cla""ic of adverti"in% and mar2etin%. ,y 1++34 Cadbury 1a" de"perately "ee2in% %ro1t# for t#e brandM 8?it# a mar2et "#are of )-J4 tryin% to 1in a1ay cu"tomer" from competitor" in t#i" "ta%nant mar2et 1ouldn0t #elp. /#ey #ad to find ne1 cu"tomer"4 people 1#o0d never bou%#t c#ocolate before. Or4 t#ey #ad to increa"e con"umption level"9. /#e obviou" "olution4 in a peculiar predicament. 'e"pite lo1 penetration4 bot# t#e brand and t#e cate%ory 1ere di"playin% "ymptom" of a%e; falterin% %ro1t#4 #i%# reco%nition4 and lac2 of excitement. /#e mar2et re"earc# revealed t#e cau"e of t#e %rayin%; c#ocolate 1a"n0t

a "nac2 in India. 8In mature mar2et"4 c#ocolate "traddle a continuum4 from bouti3ue product C pac2a%ed ra1 indul%ence C to a ca"ual food9. So4 Cadbury 1#ipped up a %ro1t# "olution t#at involved a""ociatin% t#e brand 1it# "nac2in% and functionally4 1#ic# inevitably %o to%et#er 1it# #i%# con"umption rate" in t#e ?e"tern mar2et". /#e next "tep; identify t#e barrier" preventin% con"umer" from c#ocolate a" a "nac2. 7 battery of te"t4 bot# 3uantitative and 3ualitative4 comparin% c#ocolate con"umption to a ba"2et of competitive product" revealed an unmi"ta2able an"1er.

BC!d"#$%81 ?!1 C!#gh7 In I71 O;n T$!5C Ho1P /#e company #ad4 over decade"4 created a context of c#ocolate con"umption t#at 1a" no1 c#oc2in% %ro1t# po""ibilitie". 8/#e ba%%a%e of t#e pa"t 1a" "o overpo1erin% t#at people didn0t %et influenced by minor "#ift" in t#e me""a%e9. In fact4 t#e be#avioral and attitudinal pattern" conveyed by t#e communication to build t#e brand 1ere provin% re"trictive. (or4 Cadbury #ad4 u"in% t#e traditional demo%rap#ic variable" of a%e4 "ocio<economic %roup"4 and u"a%e inten"ity4 po"itioned CO$ a" a product t#at elder" C typically4 parent" C bou%#t for c#ildren C typically4 t#eir o1n. ,ut admittedly C endurin% value" of love and "#arin%4 parental affection4 and re1ard t#at Cadbury #ad labored to a""ociate 1it# t#e brand4 1#ic# #ad #elped it for%e a relation"#ip 1it# cu"tomer"4 #ad rele%ated it to bein% a "pecial C occa"ion item4 rulin% out increa"ed individual con"umption. 7fter all4 "pecial occa"ion item4 rulin% out increa"ed individual con"umption. 7fter all4 "pecial occa"ion 1ere meant to be a rare. 7 typical 7d 1ould "#o1 parent" brin%in% #ome c#ocolate for t#eir c#ild. It 1ould never4 ever4 "#o1 t#e c#ild4 or t#e parent4 buyin% it for #im"elf or #er"elf. /#e punc# line C S46e726e1 C!d"#$%81 C!n S!% I7 Be77e$ Th!n ?4$d1H !nd N47h2ng B#7 The Be17 ?2ll D4 : reinforced t#e notion4 1it# an un1elcome "ide C effect; adult"4 a" re"earc# "#o1ed4 felt di"tinctly %uilty and embarra""ed about eatin% c#ocolate4 1#et#er alone or "ocially.

8@ot only 1ere adult" not indul%in% in c#ocolate"4 but t#ey 1ere al"o actively curtailin% c#ild con"umption9 "olutionP (or%et c#ildren a" t#e core con"umer. 5niver"aliBe t#e product4 tar%etin% t#e parent". The Te171 'e"pite t#e @eed /o Clear /#e re"idual memory of C'$0" former a""ociation4 caution prevented a bi% brea2 1it# t#e pa"t4 forcin% Cadbury to experiment 1it# a combination of continuity and c#an%e. /#e proce"" entailed under"tandin% t#e foundation of t#e brand4 "ince it 1a" t#e"e t#at 1ould "upport t#e ne1 "tructure9. Out 1ent t#e carin% < and < "#arin% element4 but t#e family context "tayed. 8Cadbury #ad t1o pillar"4 "o it made "en"e to c#an%e one9. C#ocolate "#ould be eaten 1#enever you feel li2e. It 1a" an impul"e item4 "o 1#y "#ouldn0t it be "old a" oneP9. /#e fir"t of t#e t1o commercial focu"ed on functionality4 pur%in% t#e emotional element. I" t#e "toryline4 /#e fat#er 1atc#e" /G4 en%ro""ed4 %na1in% a1ay at a bar of C'$. /#e c#ildren enter4 follo1ed by t#e mot#er<but4 by t#at time4 t#e fat#er #a" completed t#e di"tinctly un paternal act of devourin% t#e entire bar. /#e c#ildren are "#oc2ed4 1#ere upon t#e produce" anot#er bar for t#em<only to eat t#at up too. (inally4 t#e mot#er brin%" anot#er bar out of #er ba%. /#e la"t "#ot more C'$ bar" "tre1 around ca"ually. /#e "econd commercial conveyed t#e "ame me""a%e4 depictin% four member of a family doin% t#eir o1n t#in% on a Sunday afternoon4 eac# ca"ually munc#in% a1ay on c#ocolate". /#e le"" t#an C "ubtle me""a%e; eatin% c#ocolate0" ju"t an everyday

affair4 1it#out "pecial occa"ion or relation"#ip comin% into play. 'e"pite t#eir "trate%ic intent4 bot# ad" failed on pre C airin% te"t". ?#y for "tator"4 c#ildren 1ere outra%ed at t#e idea of a parent con"umin% c#ocolate4 1#ile adult" 1ere do1n ri%#t an%ry at t#e notion of t#e fat#er deprivin% #i" c#ildren of c#ocolate bar. Du"t a" important4 con"umer rejected t#e idea t#at c#ocolate<eatin% could be e3uated 1it# mec#anical activitie" li2e combin% one0" #air. 7fter all4 c#ocolate" 1ere about feelin%". /#ere #ad to be ma%ic4 romance4 love and emotion. /#e"e element" #ad been ripped a1ay from t#e adverti"in%. It 1a" "an" emotion9. BP!$en7 A$e D2AAe$en7 F$46 Ad#l71C Even a" t#e ad failed4 #o1ever4 t#ey %enerated a valuable byproduct4 in t#e form of a ne1 in"i%#t4 into adult be#avior. 85"in% tran"actional analy"i" on re"pon"e4 Cadbury0" found t#at adult a" parent" be#ave very differently from adult" a" adult". People forbid t#eir c#ildren from #avin% c#ip"4 but %or%e t#em"elve". 8/#e implication9;< 8/#e moment t#e adult 1a" "#o1n in t#e context of #i" role a" a parent4 all #i" co%nitive preconception about t#e product 1ould come to t#e fore. He0d t#in2 about t#e rea"on" 1#y4 and t#e bloc2 1ould automatically come up9. T!5 h2ldIeg4 17!7e ;27h2n 7he !d#l7H 1726#l!72ng de12$eH 154n7!ne27%H !nd 7he $!32ng A4$ 2n17!n7 g$!72A2 !724n.

The P$e1 $25724n /#e crucial 3ue"tion t#at Cadbury 1a" confronted 1it#; 1#at "trate%y "#ould it deploy to rejuvenate CO$ in a 1ay t#at 1ould appeal to t#e c#ild lur2in% 1it#in t#e adultP /o inject a modern flavor into CO$4 t#ey c#o"e to create a ne1 brand identity4 borro1in% a leaf from mar2etin% %uru 'avid 7a2er4 1#o decree" t#at brand identity "#ould e"tabli"# a relation"#ip bet1een t#e brand and t#e cu"tomer by %eneratin% value propo"ition involvin% functional4 emotional4 or "elf<expre""ive benefit". BThe Ad1 H!d T4 Be L2n9!"leC 8/#e con"umer 1ill al1ay" tell 1#at #i" current belief "y"tem i"4 not 1#at it "#ould be Cadbury0" job to mould #a" #abit" and be#avior in a 1ay t#at 1ould increa"e con"umption for product and brand9. BI65#l1e D$23e1 Ch4 4l!7e S!le1C One of t#e tool" Cadbury0" u"ed 1a" Dean C @eal 6apferer0" ,rand Pri"m model to examine 1#et#er contemporary value "y"tem" offered a pe% on 1#ic# t#e brand could be jud%e. /#e "tudy di"clo"ed4 interlaid4 a di"tinct "#ift from collectivi"m to individuali"m4 1it# t#e pre C 1++-0" "acro"anct value" of filial and family love bein% over"#ado1ed by t#e manife"tation of a lar%er need for "elf C expre""ion. 8/#ere 1a" a definite yearnin% to be free c#ild9. /#erein lay t#e opportunity for bot# un"#ac2lin% con"umption and creatin% all<ne1 a""ociation for C'$.

The El2E2$ Havin% decided to barter t#e di"tinctly u"e "elfi"# value" of "#arin% and carin% for t#e "u"piciou"ly "elf<centered one of "elf<expre""ion4 Cadbury0" people in"i"ted t#at t#e rejuvenate be enric#ed 1it# compen"ation C and e3ually endurin% C po"itive value"; univer"al trut#"4 endurin% #uman value"4 and univer"al moment of joy. /o tran"late t#e brief into t#e commercial4 t#ey decide to "imply portray occa"ion of c#ildli2e<but not c#ildi"#<be#avior from adult"4 1it#out explicitly identifyin% adult" a" t#e tar%et cu"tomer. 8/#ey left t#e connection to be made by t#e cu"tomer9 8In t#e proce"" t#ey 1ere able to %et vie1er involvement and #i%# level" of empat#y. @o1#ere did t#ey actually "ay4 you0re an adult4 you can eat it. ,ecau"e nobody 1ant" to be told9. /#u" it 1a" t#at4 t#e monta%e of t#e c#ild in t#e man<t#e old man 2ic2in% t#e footballI t#e pre%nant 1oman carvin% a c#ocolateI youn% %irl brea2in% into a "piritI t#e youn% man to""in% a bar of c#ocolate at #i" "1eet<#eart departin% in a bu"<1a" created. /#at t#e con"umption #ad to be li2ed before it could penetrate t#e cultural re"i"tance to c#ocolate con"umption by adult" 1a" obviou". /a2in% a contrition "tance4 Cadbury decided to te"t t#e commercial bein% devi"ed by ON$0" creative team not for t#e tire battery of li2eability4 compre#en"ion4 credibility and be#avior modification C but only for t#e fir"t t1o. 8If a"2ed upfront4 t#e con"umer 1a" #ardly li2ely to con"ider t#e dramatically<different idea credible. @or 1a" t#ere muc# c#ance of #er announcin% an immediate c#an%e in be#avior9. ,ut 1#y li2eability and compre#en"ionP Simple; t#e fir"t 1a" meant to be t#e ve#icle on 1#ic# t#e

darin% idea<t#at adult" "#ould enjoy c#ocolate<1ould ride into t#e con"umer0" p"yc#e. In ot#er 1ord"4 t#e commercial 1a" meant to ma2e #im "mile at fir"t<and only t#en realiBe t#e import once of t#e me""a%e4 1#ic# i" 1#ere t#e compre#en"ion #ad to be te"ted. 8?#at 1a" clear in t#i" ca"e 1a" t#at li2eability 1ould #ave to include identification and feelin% 1armt#.9

Th4d2 Se Pe7 P#F!H >h!"2 Bh2 >!h2n Bh2J

The Re!l T!17e 4A L2Ae C!65!2gn /#e very fir"t ad in t#e campai%n in +4 1a" Fbloc2 C ,u"ter0. It depicted t#e e""ence of one and a #alf %la"" of mil2 pourin% in to a boy 'airy $il2 uni3ue %la"" and #alf in to a c#un2 icon "#o1" t#e %la"" and a #alf of full cream mil2 flo1in% in to t#e c#un2 of dairy mil2 conveyin% t#e deliciou"ne"" and ta"te appeal of t#e %ooey4 creamy4 "moot# c#ocolate in"ide t#e pac2 t#at c#ildren li2e. /#e mnemonic of 1 S %la"" reac#ed to con"umer t#rou%# every ma%aBine"4 po"ter4 /.G4 ne1"paper. /#e "econd ad 1a" monta%e of vi%nette" from every day live" of youn% and old 1#ic# focu"ed on "#o1in% a "erie" of emotion". /#e ad created a bein% out t#e c#ild in t#e man created to brin% out t#e c#ild in t#e. /#e old man 2ic2in% t#e football4 t#e pre%nant 1omen cravin% c#ocolate4 youn% %irl" brea2in% into a "pirit4 t#e youn% man to""in% a bar c#ocolate at #i" "1eet #eart departin% into a bu". /#e common refrain lin2in% t#em 1a" t#e adult in a free c#ild mode C "pottine""4 impul"ive and carefree. /#e ad 1a" prote"ted amon% adult0" trou%# focu" %roup". /#e ad received an over1#elmin% re"pon"e. It 1a" #i%# on li2eability4 evo2ed a %reat de%ree of empat#y and identification con"umer"0 re"pon"e 1ere t#o"e meMM 8(eel li2e t#atMM.9. 8Every feel" li2e t#i"9MM.. ,rand u"a%e 1a" perceived to cut acro"" all a%e %roup" and acce""ion". Con"umer" de"cribed dairy mil2 a" 8M of all a%e"9 8Eat4 1#en ever you feel li2e itMyou do not #ave to 1ait for an occa"ion.9 'airy $il2 #ad "ucce""fully enabled t#e free c#ild in t#e con"umer "ub"e3uent advertin% u"ed t#e "ame communication "trate%y.

>%! S;!!d H!2 02nd!g2 >!J

/#e next ad featured an on %oin% matc# in t#e field. /#in2 of a matc# India battin% a%ain"t Pa2i"tan. /#e "core4 & run" to 1in 1it# 1 ball left and India 1in" t#e matc#. /#e ad "#o1" a %irl dancin% 1it# jubilation on t#e cric2et field 1#en #er #ubby #it" t#e 1innin% "tro2e. /#e a1ard 1innin% campai%n4 de"i%ned by o%ilvy and matter4 1ere intended to rid t#e Indian c#ocolate" eater of t#at %uilt complex. /#e adverti"ement "u%%e"ted4 t#rou%# not in "o many 1ord"4 t#at it 1a" o2 to be "een includin% in a c#ocolate in public. Oou could relate t#e "1eetne"" of "ucce"" of c#ocolate. /#e ad dra1" attention to t#e actual eat" experience. /#e fourt# in t#i" "erie" 1a" t#e %irl 1it# on #er #and". /#e ad focu"ed on "#o1in% #o1 t#e %irl reli"#e" t#e 'airy $il2 1#en "#e #a" me#andi on #er #and". /#e idea be#ind t#i" adverti"ement 1a" to "#o1 t#e nature of c#ocolate a" an impul"e C driven product. Po"t campai%n "a1 a %reat turn around. 'airy $il2 tran"formed in to a youn% full brand full of Be"t. It came to be reco%niBed a" an expre""ion of "pontaneity and in pul"e. /#e campai%n "ucceeded I "oftenin% attitude to1ard" c#ocolate and liftin% t#en out of t#e ream of 2iddie" K "pecial occa"ion only. It embraced a 1ide ran%e emotion all build around t#em t#at c#ocolate mean" different t#in%" to different people at different time"4 but mo"t importantly c#ocolate i" Cadbury. The Ne; C!65!2gn 7nd finally4 1it# t#e launc# of t#e ne1 collo3uial adverti"in% campai%n F6#aannein ?allon 6#aannein 6a ,a#ana C#a#iya featurin% $/G GD Cyru" ,roac#a4 Cadbury

India aimed to F"ub"tantially0 increa"e penetration level of t#e c#ocolate cate%ory in t#e next fe1 year".0 /#e ne1 campai%n i" 1ort# notin% a" it clearly differ from t#e earlier one in term" of rectifyin% t#e con"umer perception about c#ocolate bein% an up mar2et impul"e C driven product. /#e attempt no1 i" to c#an%e t#e ima%e4 to ma2e c#ocolate eatin% a re%ular #abit. /#e current e"timated penetration level of t#e c#ocolate cate%ory i" 1+J in t#e urban mar2et. /#e objective be#ind tne ne1 communication on Cadbury 'airy $il2 i" to ma2e t#e c#ocolate cate%ory more "ocially and culturally relevant and drive penetration in t#e proce"". /#e ne1 campai%n #a" been launc#ed in tandem 1it# t#e old arLL ?innin% F6uc# 6#a"" Hai0 campai%n and t#e media "trate%y i" to let t#e t1o co C exi"t to1ard" a common vi"ion 8providin% a Cadbury in every poc2et9.

Th4d2 Se Pe7 P#F!H >h!"2 Bh2H >!h2n Bh2J

Ch4 4l!7e M!$9e7 Sh!$e /#e Indian c#ocolate mar2et i" %ettin% bi%%er and better. ?#ile on one #and4 t#e premium "e%ment =compo"in% imported varietie"> i" openin% up on t#e ot#er4 companie" li2e Cadbury India are launc#in% indi%enou" product made to international "tandard". Of t#e 2-4--- tonne c#ocolate mar2et 1ort# about !". 4-- crore4 Cadbury account for about )-J follo1ed by @e"tle4 1it# a "#are of around 2-J. 7mul #a" about J of t#e mar2et4 1it# minor player ta2in% t#e re"t. /#e battle4 t#ou%#4 i" bet1een Cadbury and @e"tle. /#ou%# 1it# a muc# "maller portfolio4 @e"tle i" puttin% up a tou%# fi%#t.

(rom a treat for 2id"4 c#ocolate are no1 bein% po"itioned near meal "ub"titute"4 t#an2" to t#e initiative ta2en by t#e Cadbury India durin% early ninetie". /#e mar2et it"elf #a" become more broad ba"ed4 in t#e "en"e adult" are an important tar%et "e%ment no1. /#e repo"tin% of Cadbury0" 'airy $il2 in 1++4 a" t#e Freal ta"te of life =t#rou%# t#e Slice of :ife and Cric2et commercial by O%ilvy and $at#er> %re1 t#e entire mil2 c#ocolate by 2-J4 and %ave t#e Cadbury0" ran%e C Star4 Eem"4

Rclair"4 (ruit N @ut4 Crac2le4 @uttie"4 ,utter"cotc# N /iffn" C a ne1 lea"e of life. In ot#er 1ord"4 it facilitated t#e repo"itionin% of Cadbury0" "ub brand" in t#e ba"2et. Some o t#e "trate%ic clic2ed4 1#ile ot#er did not 3uite ta2e off. /#e company i" pu"#in% t#e %iftin% "e%ment4 t#rou%# occa"ion lin2ed %ift". C#ocolate" contribute to &4J of Cadbury0" turnover. Confectionary "ale" accountin% for 12J of turnover i" contributed lar%ely by Rclair". /#e company attempted expandin% it" confectionary product portfolio4 1it# launc# of "u%ar ba"ed confectionary %oodly and fruit"4 1it#out muc# "ucce"". Cadbury al"o #a" a "tron% brand vita in t#e malted #ealt# drin2 cate%ory 1#ic# account for 24J of turnover. /#ere exi"t" an even lar%er unor%aniBed mar2et in t#e confectionary "e%ment. Cadbury #a" 4J of t#e mar2et "#are in t#i" "e%ment. :eadin% national player" are nutrine4 Pary0" !aval%oan4 Candico4 Parle4 Doyoco India and Perfetti4 t#e $@C" "uc# a" Doyco and Perfetti #ave a%%re""ively expanded t#eir pre"ence in t#e country in t#e la"t fe1 year". $alted food drin2" cate%ory con"i"t" of 1#ite drin2 and do1n drin2. ?#ite drin2" account" for almo"t t1o t#ird mar2et of t#e *24--- for mar2et "out# and ea"t are lar%e mar2et for drin2"4 accountin% for lar%e"t proportion of all India0" "ale. Cadbury0" ,ourn Gita i" leader in t#e do1n drin2 coca ba"ed "e%ment in t#e 1#ite drin2 "e%ment Smit# 6line0" Horlic2" in t#e @e"tle $ilo 4 EC$$( nitramul and ot#er Smit# 6line brand ,oo"t4 $altova and Giva Cadbury bold 14J mar2et "#are in food drin2" "e%ment.

'e"pite tou%# mar2et condition and increa"ed competition Cadbury mana%ed to record a double di%it =11J> top line %ro1t# in 2---. /#e company ac#ieved a volume %ro1t# of .2J. /#i" 1a" ac#ieved t#rou%# innovative mar2etin% "trate%ie" and focu"ed adverti"in% campai%n foe fla%"#ip brand 'airy $il2. @et profit ro"e "#arply by 41.*J to !". 2- million. !educed material and ener%y co"t and tioter control over 1or2in% capital over 1or2in% capital and capital expenditure enabled t#e company to improve t#e profitability. Company added * million ne1 con"umer" and "a1 it" outlet" %ro1 to 4. la2#" and con"umer to &- million.In t#e food

"e%ment4 ,ritannia i" t#e leader brand 1it# 21J amon% t#o"e 1#o expre""ed an opinion "ayin% t#at t#ey li2e adverti"in% for t#e brand Cadbury 1a" clearly @o.2 1it# 1*J to 1#ic# C'$ t#ro1 in it" 1ei%#t 1it# 13J and por2 1it# 4J. (or t#e C#o1late company4 6#ane ?alo :o4 6#ane 6a ,#anna and t#e 6ar1a Caut#4 Sport" are clear 1inner". /ied for t#e brand place are 7mul4 Parle and "out# ba"ed 7run :e Eram 1it# J eac#. 'i"appointment amon% bid brand" 6i""an and $a%%i and 61ality ?all" =1J> eac#.

C!d"#$%81 Te657!724n

C!d"#$%81 He!l7h D$2n9

C!d"#$%81 C$e!6% B!$

C!d"#$%81 F$#27 < N#7

Ne; L!#n h C!d"#$% 7!$ge7 92d1 ;27h M2l9 T$e!7@ I It i" a product t#at tal2" directly to t#e tar%et con"umer. /#e product benefit" #ave been defined a" 8/#e %oodne"" of mil2 to t#e fun of c#ocolate9. it combine" bot# %ood #ealt#4 multinational value of mil2 alon% 1it# t#e value" of fun and excitement. /#e 2ind" formally a""ociate 1it# Cadbury c#ocolate offerin%. Temptation @I It i" aimed at t#e nic#e 8international c#ocolate 8 "e%ment of t#e c#ocolate mar2et a "e%ment #o1 up%rade from brand" "uc# a" Cadbury0" to premium

international offerin% "uc# a" /olerance4 :indit and Her"#ey". !ou%#ly Jof t#e total

dome"tic con"umption expected to %ro1 to "ome 1-J. /#i" "e%ment i" too %ood to mi"" out on. /#e Previou" Cadbury0" ran%e available in India did not offer con"umer an option to up%rade to

international c#ocolate 1it#in t#e Cadbury0" fold. /emptation i" an attempt to lu% nic#e4 priced !". 3-.

F#7#$e S7$!7eg% In t#e branded impul"e mar2et4 t#e "#are of c#ocolate in &.&J and Cadbury0" "#are in t#e impul"e "e%ment i" 4.*J factor li2e c#an%in% attitude4 #i%#er di"po"able income4 a lar%e yout# population4 and lo1 penetration of c#ocolate =22J of urban population> point to1ard" a bi% opportunity of increa"in% t#e "#are of c#ocolate in t#e branded impul"e amon% t#e co"tly alternative in t#e branded impul"e mar2et. It appear" t#at company i" li2ely to play t#e value %ame to expand t#e mar2et encoura%ed by t#e recent "ucce"" of it" lo1 priced Fvalue for many pac2"0. Gariou" mea"ure" are underta2en in all area" of operation to create value for t#e future. @e1 c#annel of mar2etin% "uc# a" %iftin% and c#ild connectivity and lo1 end value for money product for expandin% t#e con"umer ba"e #ave been identified. In term" of manufacturin% mana%ement focu" i" on optimiBin% manufacturin% efficiencie" and creatin% a 1orld cla"" manufacturin% location for C'$ and Rclair". /#e company i" today t#e "econd be"t manufacturin% location of Cadbury0" Sc#1eppe" in t#e 1orld. Efficient "ourcin% of 2ey ra1 material i.e. coca t#rou%# for1ard purc#a"e of import"4 #i%#er local con"umption by enterin% lon% term contract 1it# farmer and

underta2in% effort" in expandin% local coca area developin%. /#e initiative" in t#e term" of development a lon% term dome"tic coca a "ourcin% ba"e 1ould field maximum %ain" 1#en commodity price" "tart movin% up. 5"e of it to improve lo%i"tic and di"tribution competitivene""

5tiliBin% ma"" media to create and maintain brand".

Expand t#e con"umer ba"e. /#e company #a" added * million ne1 con"umer in t#e current year and #o1 #a" con"umer ba"e of &- million alt#ou%# t#e %ro1t# in ab"olute number" i" lo1er t#an tar%eted4 t#e company #a" been able to increa"e t#e 1idt# of it" con"umer ba"e t#rou%# launc# of lo1 priced product".

Improvin% di"tribution 3uality by addre""in% i""ue" of product "tability by in"tallation of vi"i cooler" at "everal outlet". /#i" 1ould be really effective in maintainin% con"umption in "ummer4 1#en "ale" u"ually dip due to t#e fact t#at t#e #eat effect" product 3uality and t#ereby con"umption.

/#e above are "ome "tep" bein% ta2en internally to improve future operation and profitability. 7t t#e "ame time t#e mana%ement i" al"o a1are of external c#an%e" ta2in% place in t#e competitive environment and i" ta2in% "tep" to remain competitive in t#e future environment of free import"4 lo1er barrier to trade and t#e advent of all %lobal player"

in to t#e country. /#e mana%ement i" not unduly concerned about t#e #u%e delu%e of imported c#ocolate brand" in t#e mar2et place. It i" of t#e vie1 t#at "iBe of t#i" imported premium mar2et i" loo2 "mall to t#reaten it" o1n volume" or "ale" in fact4 t#e company loo2" at t#e tree important a" an opportunity4 1#ere it could optimally u"e t#e %lobal Cadbury Sc#1eppe" portfolio. /#e company 1ould be able to not only provide %reater variety4 but it 1ould al"o be more co"t effective to te"t mar2et ne1 product a" 1ell a" improve "peed of re"pon"e to c#an%e in con"umer preference t#rou%# import". /#e only concern" t#at t#e company #a" in t#i" re%ard i" t#e current #i%# level of dutie"4 1#ic# limit t#e opportunity to launc# value for money product". Ch!ng2ng P$4d# 7 M2E

C4n7$2"#72ng 74 7#$n43e$ &--) Ch4 4l!7e S#g!$ C4nAe 72ng F44d D$2n9 /-J -K *(J

C4n7$2"#72ng 74 7#$n43e$ (... +)J &(J ()J

C#$$en7 M!$9e7 Sh!$e Ch4 4l!7e +-.(K

S#g!$ C4nAe 724n!$% F44d D$2n9 EE5!nd2ng D217$2"#724n Re! h (..& L D217$2"#724n )/.... Re7!2l O#7le7 +. M2ll24n C4n1#6e$1

)..K &).(K

RECOMMENDATIONS
$aintain dominance in c#ocolate4 confectionery and mar2et leader"#ip in blo1n drin2". @e1 c#annel" "uc# a" %iftin%4 c#ild connectivity and value for money offerin% to be t#e 2ey %ro1t# drive". Ero1 volume "ale" at lea"t 2-J p.a. over t#e next year".

7c#ieve t#e %oal of be"t manufacturin% location in Cadbury Sc#1eppe" 1orld for 'airy $il2 and Rclair".

One ne1 major product launc# every year.

The C!d"#$% S74$% C!d"#$%81 1# e11 174$% In 1+*44 Do#n Cadbury founded 5.6. company 1it# one aim;< to create t#e #i%#e"t 3uality c#ocolate. ,y1+&+4 1#en Cadbury mer%ed 1it# t#e "oft drin2 %iant. Sc#1eppe"4 Cadbury brand" 1ere already famou" all around 1orld. /oday Cadbury0" production are enjoyed in 12- countrie"4 1it# 4- c#ocolate confectionary brand"4 Cadbury dominated mar2et" a" far a" t#e 5.6. and 7u"tralia t#at0" 1#y Cadbury #ave been dubbed 8/#e 1orld0" ma"ter c#ocolate ma2er"9. The 1e $e7 4A C!d"#$%81 1# e11 ?#at i" t#e "ecret of Cadbury0" continuin% "ucce"" fir"t t#ere0" t#e careful "election of t#e fine"t coca bean" from 1e"t 7frica4 a" 1ell a" ta"ty #aBel nut" from /ur2ey and t#e fine "#eet and c#oice"t natural in%redient available to u" any1#ere. (inally t#ere0" "2illful mar2etin% Cadbury al1ay" ta2e" extreme care in "electin% and mar2etin% t#e ri%#t ran%e of product in every cau"e. /#e ri%#t product4 t#e ri%#t partner"4 t#e ri%#t mar2etin%4 t#e promotional bac2 up and t#e ri%#t employee". /#e"e are t#e in%redient" in Cadbury0" late"t recipe" for "ucce"".

!i%#t from t#e "tand Cadbury 'airy $il2 C#ocolate "ucce"" #a" been ba"ed on 4 factor";< .uality

 Galue for money 7dverti"in%

C!1e S7#d% Prior to decidin% on t#e communication "trate%y for Cadbury 'airy $il2 it 1a" important to under"tand t#e #abit" and mind"et to1ard" c#ocolate". 7 lar%e "cale u"a%e and attitude "tudy 1a" conducted amon% adult". /#e re"earc# revealed t#at; 7dult" 1ere primarily purc#a"er"4 and not con"umer" of c#ocolate". Ho1ever4 a" for mo"t c#ildren0" product4 t#ey exerci"ed a "tron% influence on t#e c#ildren0" con"umption be#avior. 7dult" acted a" %ate2eeper" of "ort" 1#en it came to food item". Con"iderin% t#e adverti"in% #i"tory4 it came a" no "urpri"e t#at c#ocolate 1ere perceived a" 82iddy9 product and certainly not part of t#e repertoire for product" con"umed "ocially. C#ocolate con"umption amon% adult" evo2ed feelin% of "elf indul%ence and %uilt. C#ocolate" "eemed to offer virtually no "i%nificant po"itive and certainly no overt p"yc#o%enic benefit". (ood and nutritive value" a""ociated 1it# c#ocolate" 1ere lo1. 7nd4 in fact t#ey 1ere cate%oriBed a" a #aBard4 bein% re"pon"ible for obe"ity4 dental and re"piratory problem". ,rand" ima%e" 1ere undifferentiated and t#e cate%ory #ad lo1 "aliency4 8can do 1it#out9. Purc#a"e 1a" almo"t al1ay" planned and tri%%ered by motive" ran%in% from celebration4 bribin% and re1ard to %iftin%. (or an impul"e product cate%ory "uc# a" c#ocolate"4 t#i" 1a"

li2ely to limit mar2et %ro1t#. /#i" conditionin% and "ocial learnin% about c#ocolate" 1a" re"trictin% con"umption amon% adult" a" 1ell a" drivin% t#em to re"trict c#ildren0" con"umption. /#ere 1a" evidence to "u%%e"t t#e need for "#iftin% focu" from c#ild a" c#ocolate" con"umer" to adult0" communication4 #it#erto4 #ad al1ay" addre""ed adult" a" purc#a"er" rat#er t#an con"umer". Communication #ad po"itioned c#ocolate" for "pecific "ituation"4 t#u" impo"in% boundarie" for t#e %ro1t# of t#e mar2et. Emp#a"i" on ca"ual everyday "ituation could #elp promote core con"umption opportunitie". (or lo1 involvement product cate%orie" li2e c#ocolate" 1#ic# offer emotional and "en"ory benefit"4 it i" "u%%e"ted t#at communication i" mo"t effective 1it# repeated li2eable ad" promi"in% uni3ue and aut#entic emotional benefit a "#ift from portrayin% everyday moment" a" an oppo"ed to "pecial one". /#e radical c#an%e #o1ever 1a" focu" on brin%in% out t#e "pontaneity in adult". 7nd4 finally C'$ a "ymbol of manipulation 1a" #encefort# to "ymboliBe fun4 enjoyment and %ood time". /#e mnemonic of a %la"" and #alf mil2 1a" to reinforce t#e %oodne"" of mil2 and cue p#y"iolo%ical benefit". /#e only variation 1a" in t#e !itual"4 1#ere communication #ad "#ifted from4 and "pecial occa"ion to every moment. 7 "tron% volume %ro1t# 1a" 1itne""ed in t#e early +-0" 1#en Cadbury4 repo"itioned c#ocolate" from c#ildren to adult con"umption. /#e bi%%e"t opportunity i" li2ely to "tem from increa"in% t#e con"umer ba"e.

N#772e1

R4!17 Al64nd

P2 n2

The O#7l449 /#e Cadbury mana%ement #a" cut do1n on it" %ro1t# tar%et by "ettin% a 1-J avera%e volume tar%et for next 3 year" =a" a%ain"t previou" %ro1t#> coupled 1it# in factionary price increa"e"4 t#i" could tran"late into top line %ro1t# of 14 C1 J. /#i" tar%et al"o appear" difficult to ac#ieve %iven t#e con"umer "lo1do1n and t#e fact t#at t#e company0" con"umer "lo1 do1n and t#e fact t#at company i" dependent on a "in%le cate%ory c#ocolate" to drive %ro1t#. Effect it expandin% confection any portfolio #ave al"o not yielded de"ired re"ult". /#e mana%ement #a" declared it" intention to focu" only in Rclair" =1#ic# form" a major po"ition of it" 4J "#are in t#e confectionary "e%ment> for t#e time bein% in t#i" cate%ory. In c#ocolate" too one" remain on t#e 2<3 2ey brand" a" C'$4 per2 in E claim" 1#ic# #ave "upported %ro1t# in t#e pa"t. ?#ile ne1 launc#ed "uc# a" mil2 L and Per2 "lim" #ave been doin% 1ill4 t#e mana%ement expect" t#at dairy mil2 1ould continue to be t#e central drivin% force in Cadbury0" %ro1t# and t#at all ot#er brand" 1ould remain perip#eral to t#i" central brand.

Fe; C4n e$n1 C46e T4 M2nd ?it# a mar2et "#are of )-J in t#e c#ocolate cate%ory and 1it# t#e free availability of international brand" t#at you "ee in t#e mar2et today4 it i" only natural t#at

Cadbury0" mar2et "#are 1ill move do1n from #ere marinatin% a )-J mar2et "#are in a clo"ed environment may #ave been ea"y4 but it certainly 1on0t be ea"y in liberaliBed environment of free import". 7nd 1#atever be t#e anomalie" of taxation or lo14 t#e con"umer i" "urely %oin% to #ave a 1ider c#oice. 7nd it i" %oin% to be "#ared 1it# ot#er brand" too in future. /#ere i" additional c#allen%e of Cadbury0" brand ju"t aimin% mar2et "#are 1#en t#e con"umer #a" a 1ide portfolio of brand to c#oo"e from. ?#ile t#ere 1ould be ne1 c#ocolate" launc# to1ard" t#e end of t#e year4 t#e company #a" ruled out a real bi% c#ocolate" launc# in t#e current year. 7nd it i" too early yet to comment on t#e lon% term re"pon"e to t#e ne1 launc# temptation". /#ey "ay c#ocolate" are mo"tly am impul"e purc#a"e. /#erefore con"umer 1ould prefer "maller4 lo1 co"t pac2" to bi%%er #i%#er priced one". /#e %ro1t# trend of t#e brand" t#erefore clearly indicate" t#at t#e only brand t#at #a" %ro1n i" t#e one t#at %a" received tremendou" mar2etin% and adverti"in% "upport 'airy $il2 1it#dra1 "upport for any brand and %ro1t# lo"e" momentum. In "uc# "cenario4 for #o1 lon% and #o1 many brand" can t#e company continuou"ly "upportP

POSITION OF THE VARIOUS BRANDS IN THE MARKET HAS BEEN LISTED BELOW
C!d"#$%1 "$!nd1 Cadbury 'airy $il2 8/#e !eal /a"te Cla""ic $il2 of :ife9 C#ocolate Po"itioned a" an affordable enric#ed mil2 c#ocolate P412724n2ng Ne17le81 "$!nd1 P412724n2ng

(ruit n @ut Creamy bar !oa"t 7lmond Crac2le ,ournvita

Po"ition a" adult" a" an impul"e any time purc#a"e C "elf expre""ion value" attac#ed

,ar One

Po"itioned a" /rendy4 Cool4 any time "nac2.

Star K Per2K,rea2

Per2 C Po"itioned a" Snac2in%

6it6at

Po"itioned a" a "nac2in% con"umption

con"umption 8/#odi "i Pet Pooja9 Star Ener%y bar !eac# for t#e Star".

8Have a ,rea24 Have a 6it 6at9

DATA ANALYSIS AND FINDIN S

'ata 1a" tabulated manually and 1a" al"o analy"ed manually. Excel 1a" u"ed to ma2e %rap#" #ad pie c#art". $ain tec#ni3ue u"ed 1ere ; $odal value 1a" u"ed to analy"e t#e 3ue"tion"4 1#ic# #a" 2 or more c#oice" a" t#eir an"1er". Simple avera%e 1ere u"ed to %et an"1er to 3ue"tion"

FINDINGS AND SURVEY

&. D4 %4# e!7 h4 4l!7e1M

Yes 26%

No 74%

(. ?h2 h "$!nd 4A h4 4l!7e1 d4 %4# #1eM

80 70 60 50 40 30 20 10 0

75 60

65

30

Cadbury's

Nestle

Amul

Others

*. ?he$e d4 %4# "#% h4 4l!7e1 A$46M

Others 6%

Mov e!"alls 17%

%u&er!stores 32%

#estaura$ts 10% #eta l!stores 35%

). A$e %4# !;!$e 4A !n% !65!2gn 4A 7he !"43e "$!nd1M

No 54%

Yes 46%

/. ?h2 h !d"#$%81 5$4d# 7 d4 %4# #1#!ll% 5$eAe$ 4$ #1eM

80 80 60 40 20 0 'a ry!M l( 5!%tar )ru t!*!Nut +er( ,em&tat o$ 70 35 40

24

+. D4 %4# 7h2n9 C!d"#$%81 h4 4l!7e 21 e!12l% !3!2l!"le 2n 6!$9e7 M

No -%

Yes -1%

CONCLUSION
/#i" company project #a" demon"trated BCADBURY8S

MAR>ETING AND COMPETITIVE STRATEGIESC t#at #a" proved to be exten"ive t#rou%#4 and of %reat benefit to t#e company in furt#erin% it" competitive advanta%e. In t#i" project it po""ible to "ee t#e "ucce"" of Cadbury0" in it" indor"e it" "tron% potential to continue to do 1ell.

B2"l24g$!5h%

7 : !ie" =1++&>4 8(ocu"9 Harper Collin" Publi"#er" :td.

'avid 7. 7a2er =1++1>4 8$ana%in% ,rand E3uity94 /#e (ree Pre"".

'avid 7. 7a2er =1++&> 8,uildin% Stron% ,rand"94 /#e (ree Pre"".

P#ilip 6otler =Ei%#t# Edition> 8$ar2etin% $ana%ement94 Prentice Hall of India :td. 7dverti"in% and mar2etin% $a%aBine

/#e Economic /ime" C 8,rand E3uity9

Company :iterature

$ar2et "urvey and 3ue"tionnaire"

?eb "ite; ;;;. !d"#$%2nd2!. 46

?eb "ite; ;;;.C!d"#$%.#9. 46

B#12ne11 ?4$ld

B#12ne11 T4d!%

ANNEXURE

NUESTIONNAIRE
1. 'o you eat c#ocolate"P Oe" @o

2. ?#ic# brand of c#ocolate" do you u"eP Cadbury0" @e"tle 7mul Ot#er"

3. ?#ere do you buy c#ocolate" fromP Super "tore" !etail Store" !e"taurant" $ovie Hall" Ot#er"

4. 7re you a1are of any campai%n of t#e above brand"P Oe" @o

. ?#ic# cadbury0" product do you u"ually prefer or u"eP 'airy $il2 (ruit N @ut /emptation Star

Per2

&. 'o you t#in2 Cadbury0" c#ocolate i" ea"ily available in mar2et P Oe" @o

). 'e"cribe Cadbury0" C#ocolate in one 1ordP TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT

*. Oour comment" on Cadbury0" product"P TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT

A 9n4;ledg6en7

I am t#an2ful to M1. S627! Sh!$6! =,rand $ana%er ; @e1 'el#i ,ranc# of Cadbury> for providin% me important information e""ential for t#e "ucce""ful completion of t#e project.

I am al"o extend #eartie"t t#an2" to 'r. 6.!. C#aturvedi =Internal Euide> 1#o initiated t#i" intere"tin% project and #elped u" "olve all t#e difficultie" confronted at variou" "ta%e".

NARENDER BHATI
,,7 &/H SE$ES/E! 7PEED7O I@S/I/5/E O( $7@7EE$E@/ E!E7/E! @OI'7

PRO!E"T REPORT ON

8$ar2et Strate%ie" O( C7',5!O I@'I7 :/'.9

#Rea$ Ta%te o& In'ia(

Su%mitted To& AIT SCHOOL OF MANAGEMENT !AA2l2!7ed 74 D$. B.R. A6"ed9!$ Un23e$127%H Ag$! In 7he P!$72!l F#lA2ll6en7 4A 7he $eD#2$e6en7 A4$ 7he A;!$d 4A Deg$ee 4A B! hel4$ 4A B#12ne11 Ad62n217$!724n In M!$9e72ng

S#"6277ed B% NARENDER BHATI ROLL NO. &,* BATCHI (..*I(..+

SUPERVISOR8S CERTIFICATE /#i" i" to certify t#at $r. @arender ,#ati a "tudent of ,ac#elor of ,u"ine"" 7dmini"tration4 7PEED7O I@S/I/5/E O( $7@7EE$E@/4 E!E7/E! @OI'7 #a" "ucce""ful completed #i" project under my "upervi"ion. 'urin% t#e project4 #e #a" 1or2ed on Project /itled 8$ar2etin% Strate%ie" of Cadbury India :td.9 In partial fulfillment for t#e a1ard of 'e%ree of ,ac#elor of ,u"ine"" 7dmini"tration4 'r. ,.!. 7mbed2ar 5niver"ity. /#e project report 1or2 done by t#e candidate #a" not been "ubmitted to any ot#er univer"ity for t#e a1ard of any de%ree. Hi" performance #a" been %ood durin% t#e project re"earc#.

P$4A. R.>. Ag!$;!l ='irector> 7I/ Sc#ool of $ana%ement Ereater @oida

D$. >.R. Ch!7#$3ed2 (aculty of $ana%ement 7I/ Sc#ool of $%mt. Ereater @oida

STUDENT8S DECLARATION
I #ereby declare t#at t#i" project report on t#e /opic 8$ar2etin% Strate%ie" of Cadbury India :td.9 I" an ori%inal 1or2 done by me under t#e %uidance of 'r. 6.!. C#aturvedi4 (aculty. 7PEED7O I@S/I/5/E O( /ECH@O:OEO N $7@7EE$E@/. /#i" i" "ubmitted in partial fulfillment of ,ac#elor of ,u"ine"" 7dmini"tration.

NARENDER BHATI
,,7 &/H SE$ES/E! 7PEED7O I@S/I/5/E O( $7@7EE$E@/ E!E7/E! @OI'7