25-06-2012, 01:29 PM
An Analytical Study of Consumer Satisfaction in Consumption of Chocolates with Special Reference to Cadbury India Limited
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An Overview of Chocolate Industry in India – Industry Profile
The chocolate industry in India as it stands today is dominated by two companies, both multinationals. The market leader is Cadbury with a lion's share of 70 percent. The company's brands (Five Star, Gems, Éclairs, Perk, Dairy Milk) are leaders their segments. Till the early 90s,
Cadbury had a market share of over 80 percent, but its party was spoiled when Nestle appeared on the scene. The latter has introduced its international brands in the country (Kit Kat, Lions), and now commands approximately 15 percent market share.
The Gujarat Co-operative Milk Marketing Federation (GCMMF) and Central Arecanut and Cocoa Manufactures and Processors Cooperative (CAMPCO) are the other companies operating in this segment. Competition in the segment will get keener as overseas chocolate giants Hershey's and Mars consolidate to grab a bite of the Indian chocolate pie.
The Indian chocolate industry is extremely fragmented with a range of products catering to a variety of consumers. We have the bars/slabs, jellies, lollipops, toffees and sugar candies. Given India's mammoth population, it comes as a surprise that per capita chocolate consumption in the country is dismally low - a mere 20 Gms per Indian. Compare this to over 7 kgs in most developed nations. However, Indians swallowed 22,000 tonnes of chocolate last year and consumption is growing at 10-12 percent annually. The market presently has close to 60mn consumers and they are mainly located in the urban areas. Growth will mainly come through an increase in penetration as income levels improve. However, almost all of this consumption is in the cities, and rural India is nearly ‘chocolate-free’.
Chocolate Manufacturing Process
Workers cut the fruit of the cacao tree, or pods open and scoop out the beans. These beans are allowed to ferment and then dry. Then they are cleaned, roasted and hulled. Once the shells have been removed they are called nibs. Nibs are blended much like coffee beans, to produce different colours and flavours. Then they are ground up and the cocoa butter is released. The heat from the grinding process causes this mixture of cocoa butter and finely ground nibs to melt and form a free flowing substance known as chocolate liquor. From there, different varieties of chocolate are produced.
Categories of Chocolates
Commercial Chocolates are available in the following forms:
1. Bars or Moulded Chocolates
2. Counts
3. Panned Chocolates (Gems)
4. Éclairs
5. Assorted Chocolates
Bars or moulded chocolates (like Dairy Milk, Truffle, Amul Milk Chocolate, Nestle Premium, and
Nestle Milky Bar) comprise the largest segment, accounting for 37% of the total chocolate market in volume terms. ... Wafer chocolates such as Kit-Kat and Perk also belong to this segment. Panned chocolates accounts for 10% of the total chocolate market. ... Wafer chocolates such as Kit-Kat and
Perk also belong to this segment. ..
Cadbury India Limited – Company Profile
CADBURY INTERNATIONAL
Cadbury is a very old trusted name. It all started in Birmingham in England when John Cadbury started his family grocery shop with side business of cocoa and chocolate products in around 1824. His two sons, Richard and George, expanded their family business of cocoa and chocolate. Bournville, a town near Birmingham, was build by them as a part of expansion of their business.
Cadbury family is also known for their contribution in social reforms and considered as liberals. This family was in the forefront of adult education movement in England.
CADBURY INDIA LIMITED
Cadbury India Ltd, a subsidiary of Cadbury Schweppes Overseas Ltd is a leading global confectionery company with an outstanding portfolio of chocolate, gum and candy brands. The company manufactures and sells chocolate blocks, slabs, or bars; coated wafer biscuits; malted food; and sugar confectionery. They also export their products to Sri Lanka, Dubai, Ghana and Maldives. The company has manufacturing facilities at Thane and Induri in Maharashtra, Malanpur in Madhya Pradesh, Bangalore in Karnataka and Baddi in Himachal Pradesh and 4 sales offices at Mumbai, Kolkata, New Delhi, and Chennai.
The corporate office is in Mumbai. The company operates in four categories namely, Chocolate Confectionery, Milk Food Drinks, Candy and Gum category. In the Chocolate Confectionery business, the company has maintained their undisputed leadership over the years, which has some key brands, namely Cadbury Dairy Milk, 5 Star, Perk, Éclairs and Celebrations. In the Milk Food drinks segment, the main product is Bournvita, which is the leading Malted Food Drink in the country. In the medicated candy category Halls is the undisputed leader and in the gums category the company launched the worldwide dominant bubble gum, with the name Bubbaloo.