Synopsis

ON
How Visibility and Convenience Influence Cadbury Consumption
at

Cadbury Mondelez

BY
Rashmi Sinha

Roll No. 40

Session- 2014-16

Under the guidance of:

Mr .Amar Tigga

XAVIER INSTITUTE OF SOCIAL SERVICE,

PURULIA ROAD, RANCHI
Chapter1

Introduction

How Visibility and Convenience Influence Cadbury Consumption

How do environmental factors, such as a foods visibility or convenience, influence ones
consumption volume of that food? Knowing the impact of these factors could help
individuals better monitor and manage consumption tendencies of which they may be
unaware.Yet surprisingly little research has investigated the impact of either visibility or
convenience on consumption. Visibility is one means by which the salience of a food is
stimulated, and there is evidence that more salient foods are consumed more frequently than
less salient foods. In this study, we investigate how the visibility and the convenience of a
hedonic food chocolate influences sales and consumption of it. This addresses a topic that
is relevant for the distributor and wholesaler mainly in summer. Do people eat more when a
food is within sight, or when it is within reach?
The project will start on 18th April, 2015 after knowing all the relevant information about
different varieties available of Cadbury, under the guidance of Mr.Kunal Ghosh(Area Sales
Manager).The first part of my project will involve the study of various products of Cadbury,
to know about the distributor allocated to me, identification of their problem areas and
helping them in order to increase sales by catering the institutional demand .For this i will
work on:
Identify, develop and create new opportunities.
List the number of outlets; their address and contact numbers, in

each Sub

RE using internet or some reference or observation.

Many Customers require visicooler along with the supply of chocolates. As
chocolates tend to melt in summers. So assure them of visicooler if they can
generate sufficient business
Confirm with company whether outlet can be given additional margin or not.
If yes then start the account activation process.
Ensure by going to the outlet for the good condition of visicooler or complaint
if any from the owner.
Then take the order from the shopkeeper.
Constant follow up with distributor for delivery.
Approach outlets weekly for the new order taking. If there is any feedback
from customer, etc.

Chapter2 Review of literature

Cadbury India Limited, a subsidiary of Mondelz International Inc., has changed its name to
Mondelez India Foods Limited. The Company is focused on creating delicious moments of
joy that is encapsulated in its name monde for world and delez for delicious. The
change in name of Cadbury is in line with the gradual changeover of the name of all
subsidiaries of Mondelz International globally.
The change in name of the company will have no impact on the names or packaging of its
popular products like Cadbury Dairy Milk, 5 Star, Gems, Bournville, Perk, Celebrations,
Choclairs, Halls, Bournvita, Tang and Oreo, which will continue to be sold under the same
brand names as before. The only change consumers will experience is that the new name of
the company will appear on the back of pack of the products.
Manu Anand, Managing Director, Mondelez India Foods Limited said, With the change in
name of the company to Mondelez India Foods Limited, we conclude the process of transition
that began over two years ago. We are today the pre-eminent and most loved food company in
India with leadership in fast growing categories, strong route to market, robust innovation
pipeline and world class talent and facilities. We view this change as yet another milestone in
this exciting journey of success and leadership.
Cadbury maker Mondelez creates chocolate that doesn't melt:
The maker of Cadbury chocolate is close to introducing heat-resistant bars it can sell at
market stalls in Africa and some of the world's hottest places.
Mondelez International, which also makes Oreo cookies, has spent at least 10 years on
research and is close to introducing the new snacks to consumers, according to Lawrence
MacDougall, the company's president for Eastern Europe, Middle East and Africa (EEMEA).
However, he declined to give a specific date for the roll-out.
He gave no details on the content of the chocolate, how it tasted or what it would be called but
said that it could solve the problems Mondelez and other snack producers face in sub-Saharan
Africa, where many consumers shop in outdoor markets and food can be left for hours in the
blazing heat.
"It can withstand 40 degrees and not turn to liquid," Mr MacDougall told Reuters in an

interview.
"We launched the patent last year. It's in development now. We're looking at commercialising
it pretty soon. It will be for where we are challenged on climate and retail environments."
Although supermarket chains like South Africa's Massmart and Kenya's Uchumi are
expanding in Africa, there are still relatively few trading environments where products like
chocolate can be kept cool, Mr MacDougall said.

Chaptetr3 RESEARCH METHODOLOGY

Chaptetr3 .1 Problem Statement

The project is an attempt to implement system for monitoring of secondary sales of
Cadburys product in Ranchi. When the organization sells to end users it is referred as
secondary sales. This is done through distributors. Thus it is very important for cadbury to
keep a track of its distributors. There was also a need to increase the market share of Cadbury
and to identify loss of sales due to demand supply mismatch.

Chaptetr3 .2 Research Design & Methodology

Research Methodology defines the purpose of the research, how it proceeds, how to measure
progress and what constitutes success with respect to the objectives determined for carrying
out the research study. Research Methodology is a way to systematically solve the research
problem. This research is based on primary data collected from the market using a self
administered database with the help of internet.

Chaptetr3 .3 Method of research/Data Collection tools

Observation Method
The observation method is the most commonly used method especially in studies relating to
behavioral sciences. In a way we all observe things around us, but this sort of observation is
not scientific observation. Observation becomes a scientific tool and the method of data

collection for us when it serves a formulated research purpose, is systematically planned and
recorded and is subjected to checks and controls on validity and reliability.

Interview Method:
Personal interviews: Personal intervie is conducted because person known as the interviewer
asking questions generally in a face-to-face contact to the other person or persons..
(b) Telephone interviews: This method of collecting information we have used, consists in
contacting respondents on telephone itself. We have used this method for our research study
because:-

Chapter4 Organisation Profile and Location

Cadbury India began its operations in India in 1948 by importing chocolates. It now has
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 head office 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 Mumbai since its creation. Since 1965 Cadbury has also pioneered the
development of cocoa cultivation in India. For over two decades, Cadbury has worked with
the Kerala Agricultural University 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 key
brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations, Gems,
Halls, clairs, Bubbaloo, Tang and Oreo. Its products include Cadbury Dairy Milk, Dairy
Milk Silk, Bournville, 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 over
70%.
Cadbury India, on 21 April 2014, changed its name to Mondelez India Foods Limited.
The Cadbury signature logo is derived from the signature of William
Cadbury. It was adopted as the worldwide logo in the 1970s

Chapter4.1 Product Profile:

Let us look at each Cadbury product in detail:
1. Cadbury Dairy Milk (CDM) History:
One of the oldest (since 1905) and popular chocolate brands the world over. In India since
1948.
Variants Roast Almond (RA), Fruit & Nut (FN), Crackle (CR), Wowie.
Undisputed Market Leader in India with nearly 35% share
2. 5 Star History:
Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat
inside.
A leading knight in the Cadbury portfolio and the second-largest after Cadbury Dairy Milk
with a market share of 14.
Few variants are Fruit & Nut, Crunchy and wafer construct, Cadbury Perk targeted the
casual snacking space that was dominated primarily by chips & wafers.
3. Perk History

Cadbury launched its new offering; Cadbury Perk in 1996. With its light chocolate and
wafer construct, Cadbury Perk targeted the casual snacking space that dominated
primarily by chips & wafers.

4.Gems History
Gems came into India in 1968 and is still going strong

 Cadbury Gems has always had 'Masti' as the key proposition in all its communication. In
fact, Cadbury Gems is marketed and positioned as a brand which is associated with
mischievous and fun times.
3rd biggest chocolate brand in Cadbury portfolio after CDM & 5 Star

BIBLIOGRAPHY

Websites:
http://en.wikipedia.org/wiki/Cadbury

http://en.wikipedia.org/wiki/Mondel%C4%93z_International
http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9244755/Ca
dbury-owner-Kraft-sees-profits-rise-after-raising-prices.html
http://timesofindia.indiatimes.com/business/india-business/Top-brands-gainmarket-share-in-economic-slump/articleshow/35617465.cms

BOOKS:
Marketing Management, Philips Kotler, 13th edition