MARKETING CREATES UTILITY THROUGH EXCHANGE.

Marketing project report Submitted in partial fulfillment of the requirements for the Award of the of

POST GRADUATE PROGRAMME IN MANAGEMENT By Aakansha Jodhani

(Enrolment No. 11BSP) PGPM Student (Sec. F) ICFAI - Mumbai.

Submitted To: Prof. Gangadhar Hugar Faculty Marketing. IBS Mumbai.

ACKNOWLEDGMENT
It gives me immense pleasure to express my deep sense of gratitude, with sincere thanks and appearance to my marketing prof. Gangadhar Hugar, who have extended his full co-operation to make this project success. It was not possible for me to complete this project without his help and valuable guidance. Last but not least, all the concepts taught in the classroom by prof. Hugar came very hardly while dealing with the various aspects of this assignment which is enclosed in the following pages.

Executive Summary.

Cadbury India Ltd, a subsidiary to Cadbury Schweppes India, is a market leader in India, with numerous products in its product line. Cadbury has made a strong presence in all its segments. As for its international operations Cadbury holds maximum share in its hometown, UK and is a challenger and follower in other foreign markets. Cadbury is also trying to make Niche into the malted food drinks segment with its products like Bournvita and Delite, etc. This project report on Cadbury is synopsis of various domestic as well as international marketing aspects of Cadburys. The project throws light on the Cadburys entire product national as well as international. It also gives an insight into Cadburys distribution, promotion and marketing strategies and our inferences on same. This project also brings to light the change in positioning of Cadbury from Kiddies Delight to a Treat to all ages clearly justifies the statement Life Full of Cadbury, Cadbury Full of Life. Finally, the project also touches up on the current issue of worm infestation in Cadbury, which serves as a classic example of Crises Management and is supplemented by our inferences.

Table of contents.
Sr. No. 1 2 3 4 5 6 7 8 9 10 11 Topic Introduction. Company Profile. Marketing Mix. Market Utility. Page No.

COMPANYS PROFILE
Fifty years ago, the real taste of chocolate as we know it today, landed on Indian shores. An event that carried forward the entrepreneurship and vision born as far back as 1824, when John Cadbury set up shop in Birmingham (UK) to sell among other things - his own cocoa concoction. From these modest beginnings emerged Cadbury Schweppes - that is today the leading manufacturer of confectionery and beverages in the United Kingdom. A company that has its presence in over 200 countries worldwide and has made the synonymous with cocoa products in countries name 'Cadbury across the planet.

Cadbury India Ltd.

Cadbury India began its operations as a trading concern in 1947. The first taste of chocolate was defined by Cadbury in the Indian sub continent. It has been more than 50 years of calling chocolates Cadbury in India. The company today employs nearly 2000 people across India. With brands like Dairy Milk, Gems, 5 Star, Bournvita and Perk or newer products like Celebrations, Bytes, McSwirl, Chocki, Delite and Temptations, there is a Cadbury to suit all occasions and moods. They bring the sweetest of smiles to millions of consumers through their dearly loved brands distributed through 5.5 lakhs outlets across the country. Through 50 years of investment in capital and marketing, the scale and scope of their operations has expanded to cover a range of brands in the chocolate, sugar confectionery and malted food drinks segments. They have a majority share in the Indian chocolate market and a significant presence in sugar confectionery and food drinks.

MARKETING MIX
It is a combination of four variables i.e. product, price, promotion and place, which are useful for achieving marketing targets of a company.

Product Mix
Product line in India and abroad. There are overall 120 products of Cadbury some of them are listed below: -

Chocolate
Plain & Nut Chocolate Fruit & Nut. Picnic. Temptations. Bournville. Dairy Milk. Gems. Galaxy. Chocki. clairs. Waffer Chocolate Perk. Crackle. Crunch. Twirl. Time out. Twix. Caramel Chocolates 5 Star. Caramello. Mr. Big. Fingers. Confectionary Product Halls. Googly. Marbles. Buttons. Malted Chocolate Drink Bournvita. Cadbury Delite.

Out of all these Chocolates, Cadbury Dairy Milk is sold in almost 33 countries across the globe. Cadbury Milk Chocolate - a brand which till today defines the taste of chocolate for millions of Indians. Right from the start, Cadburys Milk Chocolate success has been based on 3 factorsQuality, Value for money and Taste. Cadbury India Ltd. started its segmentation first through age and income wise where they first targeted children and then gradually started breaking the kiddy image and get adult to consume product. Apart from this segmentation, there are 4 more segmentation, which Cadbury undertook. They are1. 2. 3. 4. Immediate Eat Homestock Gift Seasonal

1. Immediate Eat one of the largest segments in the chocolate market is broken down intohunger and snacking, mouth fresh, adults sweets. Kids immediate eat is a category that is mainly driven by impulse purchase decision. Cadbury shares 5.4% of this market segment. 2. Home stock refers to all chocolates that is purchased for consumption in the home and can be broken down into the following:Share bag Snack size Treat Size. Multi Packs.

Market Utility
Utility is the satisfaction, value, or usefulness a user receives from a good or a service. It can also be understood by the products that any particular companies offers to its target segment and offer pre as well as post sell service.

What Does Exchange Process Mean?

The exchange process is the process by which two or more parties give something of value to each other to satisfy the perceived needs. The marketer (a company like Cadbury) offers goods and services desired by the market (the pool of potential customers). In return, the market (the customer) gives back something of value to the marketer, generally money. Both ends receive something of value in the exchange process. The marketer makes money and the customer receives goods, services, or ideas that satisfy their needs. The exchange process is the origin of marketing. The exchange process creates utility. For an exchange to occur:

Both parties must have something of value to exchange. Both parties need to be able to communicate (Cadbury) must have money to buy advertising on TV/radio/Internet) Both parties must want to exchange. At least 2 people are needed for an exchange to occur.

The Major Marketing Utilities?

Type. Form Time Description. Conversion of raw material and components into finished goods. Availability of goods and services when consumers want them. Availability of goods and services at convenient locations Example. From cocoa powder to various chocolate products. All the products should be available round the year as there is no seasonal factor. Cafeteria, Retail shops and Malls. Organizational function. Production Marketing

Place

Marketing

Ownership Ability to transfer title to goods or services from marketer to buyer.

Retail Sales.

Marketing

FORM UTILITY: Enhancing the marketability of a product by changing its physical characteristics. For example, boxed detergent can be produced in liquid form, which may be more advantageous for certain consumer requirements. TIME UTILITY: Enhancing a product's marketability by making it available at a convenient time. For example, a daily newspaper home delivered so that the customer has it available immediately when he/she awakes for the day. PLACE UTILITY: Where the product or service is made available. For example, if it is a retail establishment, people should be provided with easy access. Mail order companies make it easy for customers to shop whenever they want and then have their purchases delivered to them. POSSESSION UTILITY: Additional consumer value created by allowing easy transferring of a product's ownership. For example, various time payment, leasing, and credit purchase strategies can be important in making a product more attractive to a consumer.

Change of utility in Marketing.

Marketing is the process of planning and executing the conception, pricing, Satisfying customer needs (creating utility) through the exchange process process which is defined as under: 1. A Main objective of change in utility is to create customer Value: - In todays highly competitive market it has become important to under its customer and value them inorder to get the topline of the business. 2. Marketing usually involves an exchange between buyers and sellers or between other parties In order to create value for customer two parties often move into exchange of utility. 3. Marketing has an impact on the firm, its suppliers, its customers, and other affected by the firmss choice. 4. Processes involved include creating, communicating, delivering, and exchanging offerings

How to Create Customers. Identifying customer needs Cadbury successfully found peoples interest into cocoa products and came to satisfy their needs by various products. Designing goods and services that meet those needs The company tried very hard to ensure that its products are available round the year with flawless service. Communicating information about those goods and services to prospective buyers Extensive use of promotion indulging all types of media for effective communication about the products. Making the goods or services available at times and places that meet customers needs very important that the customer must get the products at the time they want. This is possible once we have strong distribution channel. Pricing goods and services to reflect costs, competition, and customers ability to buy Thorough study of market is quite essential to understand the market and decide pricing policies for the better market penetration. Providing for the necessary service and follow-up to ensure customer satisfaction after the purchase Every company tries to satisfy its customer at all ends so that it can create good word of mouth which is largely focused of retention as well as acquision of new customers

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Bibliography. Books: 1. Philip Kotler. 2. Brand positioning. Web: www.cadbury.com www.google.com www.marketing.greens.com

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