01-08-2012, 12:24 PM
CUSTOMER SATISFACTION TOWARDS CADBURY’S CHOCOLATES
CUSTOMER SATISFACTION TOWARDS CADBURY’S CHOCOLATES.ppt (Size: 926.5 KB / Downloads: 95)
ACKNOWLEDGEMENT
The satisfaction and euphoria that accompany the successful completion of any task is incomplete without the mention of people who made it possible. So I take this as a great opportunity to pen down a few lines about the people to whom my acknowledgement is due.It is with the deepest sense of gratitude that I wish to place on record my sincere thanks …………………………………………………., my project guide for providing me inspiration, encouragement, guidance, help and valuable suggestions throughout the project.I would also like to thank all my respondent for giving me their valuable time and information.…………………..
OBJECTIVE
TO KNOW THE CUSTOMER PREFERENCE TOWARD THE CADBURY’S CHOCOLATES.
TO KNOW THAT THE CONSUMERS ARE FULLY AWARE ABOUT THE CADBURY’S CHOCOLATES.
Introduction
The Cadbury’s Inc has taken the opportunity to offer us a broader view of chocolate category. The Cadbury India’s 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 intech 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”.
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. By today’s standards this chocolate was not particularly good as it was very coarse and dry and was not sweet or milky enough for public tastes.At that time there was a great deal of competition in the U.K from continental manufactures, not only the French with their fancy chocolates but also from the Swiss, who were renowned for their milk chocolate. Led by George Cadbury junior, the Bourneville experts set out to meet the challenge. A considerable amount of time and money was spent on research and new plant design to produce the new chocolate in much large quantities.A new recipe was formulated fresh milk and new production processes were developed to produce milk – chocolate not merely as good as Swiss chocolate but better than the imported milk chocolate. Four years of hard work were invested in the project and in 1905 what was to be Cadbury’s top selling brand was launched. Three names were considered Jersey, Highland Milk and Dairy Maid. Dairy Maid became Dairy Milk and Cadbury’s Dairy Milk with its unique flavor and smooth creamy texture was ready to challenge the Swiss domination of the milk chocolate market.By 1913 it had become the company’s best selling line and in the mid twenties Cadbury’s Dairy Milk gained its status as the brand leader, a position that it has held ever since. Today more than 250 million bars of Cadbury’s Dairy Milk are made every year and sales reach over 100 million Pound in value. While advertising and label design have changed with fashion and considerable strides have been made in manufacturing technologies, the recipe for Cadbury’s Dairy Milk its ‘glass and a half of full cream milk in every half pound produced’ is still basically the same as when it was launched.
Introduction
The Cadbury’s Inc has taken the opportunity to offer us a broader view of chocolate category. The Cadbury India’s 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 intech 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”.
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. By today’s standards this chocolate was not particularly good as it was very coarse and dry and was not sweet or milky enough for public tastes.At that time there was a great deal of competition in the U.K from continental manufactures, not only the French with their fancy chocolates but also from the Swiss, who were renowned for their milk chocolate. Led by George Cadbury junior, the Bourneville experts set out to meet the challenge. A considerable amount of time and money was spent on research and new plant design to produce the new chocolate in much large quantities.A new recipe was formulated fresh milk and new production processes were developed to produce milk – chocolate not merely as good as Swiss chocolate but better than the imported milk chocolate. Four years of hard work were invested in the project and in 1905 what was to be Cadbury’s top selling brand was launched. Three names were considered Jersey, Highland Milk and Dairy Maid. Dairy Maid became Dairy Milk and Cadbury’s Dairy Milk with its unique flavor and smooth creamy texture was ready to challenge the Swiss domination of the milk chocolate market.By 1913 it had become the company’s best selling line and in the mid twenties Cadbury’s Dairy Milk gained its status as the brand leader, a position that it has held ever since. Today more than 250 million bars of Cadbury’s Dairy Milk are made every year and sales reach over 100 million Pound in value. While advertising and label design have changed with fashion and considerable strides have been made in manufacturing technologies, the recipe for Cadbury’s Dairy Milk its ‘glass and a half of full cream milk in every half pound produced’ is still basically the same as when it was launched
Cadbury’s Dairy Milk Story Chocolate has been enjoyed by successive generation since the manufacturing process was developed in the Victorian Times. Good chocolatiers is an art form depending on recipe traditions, which have grown over the years. Chocolatiers have use their skills to make balanced recipe in which all the ingredients combine to produced chocolate with all the characteristics that enable full delicious taste to be enjoyed by the consumers.By today’s standards the first chocolate for eating would have been considered quite unpalatable. It was the introduction of the Van Houten cocoa press from Holland that was the major break through in the chocolate production as it provided extra cocoa butter needed to make a smooth glossy chocolate.Cadbury’s Milk Tray – 1915 Milk Tray has maintained its popularity in the changing world since the milk chocolate assortment made with the famous Cadbury’s Dairy Milk chocolate was first introduced in 1915. The name ‘tray’ derived from the way in which the original assortment was delivered to the shops. Originally Milk Tray was packed in five and as half pound boxes, arranged on trays from which it was sold loose to customers. The half pound deep – lidded box with the traditional purple background and gold script was introduced in 1916, followed by one pound box in 1924. With its stylish, without frills presentation Milk Tray was the assortment for everyday, not just special occasion and it represented the best buy in the chocolate for millions of people. The pack design has been regularly updated and the assortment itself has changed in line with consumers taste and preferences. By the end mid – thirties the Cadbury’s Milk Tray assortment outsold all its competitions and today it is still one of the most popular boxes of chocolates in this country.
Cadbury SchweppesCadbury Schweppes plc, a global beverage and confectionary giant with annual sale of Rs 20,000 crores ,is the worlds number one non – cola soft drink company having bottling and partnership operations in 14 countries and franchises of its brand in a further 86 countries around the world. Its Hundred Percent subsidiary in India named Cadbury Schweppes Beverage India (private) Limited (CSBIL) started operation in March 1995. The first brand was launched was Crush which was later followed by Canada Dry, Schweppes Tonic Water, Schweppes Bitter Lemon.
New LaunchCadbury target kids with Milk Treat: - It is a product that talks directly to the target consumer. The product benefits have been defined as “The goodness of milk to the fun of chocolate”. it combines both good health, multinutrition value of milk along with the pinch of fun and excitement. The kinds formally associate with Cadbury chocolate offering.Temptation :- It is aimed at the niche “international chocolate “ segment of the chocolate market a segment upgraded from brands such as Cadbury’s to premium international offering such as Tolerance, Lindit and Hersheys. Roughly 5%of the total domestic consumption expected to grow to some 10%. This segment is too good to miss out on.ThePreviousCadbury’s range available in India did not offer consumer an option to upgrade to international chocolate within the Cadbury’s fold. Temptation is an attempt to lug niche, priced Rs. 30.
Cadbury’s Market SegmentMarket place for any product is comprised of many different segments of consumers, each with different needs and wants. Markets segmentation can be defined in a number of ways such as: Demographic variables (e.g. Consumers age groups, gender, material states income etc…) The lifestyle of consumers (i.e. their interests and activities) the benefits which consumers look for in a product or on the occasions when the product might be consumed. Cadbury takes into account all these factors when producing a range of products. It targets different segments within the market, such as the. Break segment – products which are normally consume as a snatched break and often with tea and coffee, for example Cadbury’s Perk and snack range. Impulse segment – these products are often purchase on impulse, eating these and then. They include product such as Cadbury’s Dairy Milk. Take home segment – this describes product that are normally purchased in supermarkets, taken home consumed at a later stage.
SWOT AND PEST ANALYSIS OF CADBURY
SWOT ANALYSISStrength 1. Very strong brand equity in India.2. Due to its 54 years presence in India – has deep penetration – 2100 distributors; 450,000 retailers, 60 mid urban (22%) customers.3. Three sectors; Chocs (70% share), Confec (4%), food drinks (14% - leader in brown segment).4. Low cost of production due to economic of scale. That means higher profits. Better market penetration.5. Second best manufacturing location throughout Cadbury Schweppes. Weakness 1. Poor technology in India compared to current international technologies (Godiva, Mozart, Fazer, Dint, Naushans, etc...)2. Ltd. Key products, only one central brand (CDM). Pralines range totally wising in India. 3. “Make in India” tag once the economy opens up wore and imports rush in.Opportunities1. Tremendous scope for per capita consumption (160 gms of 8 – 10 kg)2. Increasing per capita national income resulting in higher disposable income.3. Growing middle class and growing urban population.4. Increasing gifts cultures.5. Substitute to “Mithais” with higher calories/cholesterol.6. Increasing departmental stores concept – impulse @ at cash counters.7. Globalization: optimal use of global Cadbury Schweppes. Threats a) Major :-Due to low cost and highest brand equity, it is success in India.b) Minor :-Globalization will bring in better brands for upper end of the market (Liest, Monarch, Godiva, etc…).Conclusion:-Will lose market share with globalization but will remain brand leader.
OBJECTIVE OF THE PROJECT
My main objective of the study on this project is to demonstrate the marketing strategies of Cadbury India Ltd.And to arrive at my findings, I have done few analyses:-(a) SWOT Analysis(b) PEST AnalysisAnd also 5 P’s of Marketing:-• Product• Price• Physical Distribution• Promotion• Positioning
RECOMMENDATIONS
RECOMMENDATIONS• Maintain dominance in chocolate, confectionery and market leadership in brown drinks.• New channels such as gifting, child connectivity and value for money offering to be the key growth drives.• Grow volume of sales at least 20% p.a. over the next years.• Achieve the goal of best manufacturing location in Cadbury Schweppes world for Dairy Milk and Éclairs.• One new major product launch every year.
RESEARCH METHODOLOGY
Achieving accuracy in any research requires in depth study regarding the subject. As the prime objective of the project is to compare Cadbury with the existing competitors in the market and the impact of Nestle on Cadbury, the research methodology adopted is basically based on primary data via which the most recent and accurate piece of first hand information could be collected. Secondary data has been used to support primary data wherever needed.Primary data was collected using the following techniques Questionnaire MethodObservation MethodThe main tool used was, the questionnaire method, observation method has been continuous with the questionnaire method, as one continuously observes the surrounding environment he works in.Procedure of research methodology# Target geographic area was Delhi. NCR and Aligarh. # To these geographical area questionnaire was given.# Finally the collected data and information was analyzed and compiled to arrive at data the conclusion and recommendations given.Sources of secondary Used to obtain information on , Cadbury and its competitor history, current issues, policies, procedures etc, wherever required.# Internet# Magazines# Newspapers
CONCLUSION
This company project has demonstrated “CADBURY’S MARKETING AND COMPETITIVE STRATEGIES” that has proved to be extensive through, and of great benefit to the company in furthering its competitive advantage.In this project it possible to see the success of Cadbury’s in its indorse its strong potential to continue to do well.
ACKNOWLEDGEMENT
This project work, which is my first step in the field of professionalism, has been successfully accomplished onlybecause of timely support of my well wishers. I would liketo pay my sincere regards and thanks to those, whodirected me at every step in my project work.First of all, I would like to express my thanks to
Dr.KAKAR
(director, MAIMS) for giving me such awonderful opportunity to widen the horizons of myknowledge.I extend my thanks to my project guide
Ms. NEHAVERMA
for her scholarly guidance, constant supervisionand encouragement. It is due to her personal interest andinitiative that the project work is published in the presentform.Last but not the least, I would also thank all the staff members of MAIMS, friends and parents who havedirectly or indirectly contributed in making this project asuccess. It is a tribute for there valuation.Despite all efforts, I have no doubt that error andobscurities remain that seen to afflict all writing projectsand for which I am culpable.