CONTENTS

Chapter-1 INTRODUCTION Objective of the study Scope of the study Importance of the study Research Methodology Limitation Chapter-2 CADBURY INDIA AT A Glance Company Profile Historical Background Objective of the Company Mission vision Product Profile Chapter-3 Theoretical Framework of marketing strategy in details. Conceptual study of marketing strategy in CADBURY INDIA. Product strategy Pricing strategy Place strategy Promotion strategy Chapter-4 Data Analysis And Interpretation Chapter-4 Major Finding Conclusion & Suggestion Bibliography

CHAPTER-1 INTRODUCTION OBJECTIVE OF THE STUDY SCOPE OF THE STUDY IMPORTANCE OF THE STUDY RESEARCH METHODOLOGY LIMITATION

CHAPTER-1

INTRODUCTION TO CADBURY
The Cadburys Inc has taken the opportunity to offer us a broader view of chocolate category. The Cadbury Indias no.1Chocolate 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.

OBJECTIVE OF THE STUDY

Primary objectives:
To study on Comparative Strength and Weaknesses of Cadbury along with other brands, in Balasore distt. Of Odisha

Secondary Objectives:
1. 2. 3. 4. To find out the market share of Cadbury. To find out the Strength and Weakness of Cadbury. To find out the major competitors of Cadbury in a particular area. To find out the problems faced by the Cadbury dealers/retailers and try to minimize these problems. 5. To find out the possible newer methods for advertisements and methods for increasing sales of Cadbury. 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 analysis:(a) SWOT Anal6ysis And also 5 Ps of Marketing: Product Price Physical Distribution Promotion Positioning
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RESEARCH DESIGN

(a) General Methodology: The methodology adopted for this project was completely base on primary information. The locale of the study was distt. Balasore in odisha. The first stage included gathering information about the general cement market of the two cities. That was, to find out which are major players, what is strength and Weaknesses, general distribution pattern, what type of incentive schemes the different brands are using. The second stage comprised determining the objective of the study and drafting the Table, Chart and questionnaire. The questionnaire was designed keeping in mind the objective of the study. It was designed with due guidance of the company guide.

b) Data Sources
The research called for gathering primary data only. Hence, primary sources were considered for the collection of data.

*Primary Source
The primary data is gathered for specific purpose and is collected by the researcher himself. It includes direct communication and feedback from the customers. For the purpose of collecting information from customers a structured questionnaire was formulated and is contacted directly.

c) Research Approach
The research conducted was exploratory in nature and the goal was to gather preliminary data to shed light on the real nature of problems and to suggest possible solutions. For the purpose of this project, we went for a questionnaire based survey of customers. A pilot test of this questionnaire was done for the preparation of final questionnaire.

d) Research Instrument:
1. Personally administered questionnaire 2. Structured Interview 3. Unstructured Interview

e) Sampling Plan
*Sampling unit The study was restricted Balance only. Keeping in mind the objective of the study we sampled dealers and retailers of each and every brand. We try to explore out as many shops as could be possible.

*Sample Size
The sample size taken for the purpose of study was around 150 respondents of customers. All the respondents were chosen randomly.

*Sampling Procedure
We try to find out almost all of the cement dealers and retailers in the market.
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*Contact Method
I personally visited most of the customers after seeking prior appointment. Few shopkeepers due to their busy schedule or loyalty for their brand refused to respond at all.

f) Analysis tools The data, which was collected, was summarized and tabulated on MS-excel for further analysis. The analysis performed was mainly comparative analysis using statistical analytical tools. The tools that have been used are as follows: Bar Chart Pie Chart

LIMITATIONS OF THE STUDY

The major problem of the survey was that most of the respondents being very loyal to their brands didnt give exact answers like they didnt talk much about what problems they are facing, what are the different marketing schemes of the brand in which they deal etc. Once we got the questionnaire filled, we need to restart the conversation in a very generalized way and talk about the local market conditions. Like who is the main dealer, which cement is mostly sold.

CHAPTER-2 CADBURY INDIA AT A GLANCE COMPANY PROFILE HISTORICAL BACKGROUND OBJECTIVE OF THE COMPANY MISSION VISION PRODUCT PROFILE

CHPTER-II

HISTORICAL BACKGROUND

THE LEGEND CALLED CADBURY 1824 A business was opened in1824 by a young Quaker, John Cadbury, in Bull street Birmingham was to be the foundation of Cadbury Limited, now one of the worlds largest producer of chocolate. 1831 By this year the business had changed from a grocery shop and John Cadbury had become a manufacturer of drinking chocolate and cocoa. This was the start of Cadbury manufacturing business as it is known today. A lager factory in Bridge Street Birmingham was rented in 1847, John Cadbury was joined by his brother Birmingham and the business became Cadbury Brother of Birmingham. 1861 John Cadbury resigned his business and handed over to his sons, Richard, 25 and George, 21 who after 5 difficult years almost shut down the business to take up other vocation. Fortunately for generation of chocolate lovers, they didnt. 1866 Saw a turning point for the company with the introduction of a process for processing the cocoa butter from the coca beans. This not only enabled Cadbury Brothers to produce pure coca essence, but the plentiful supply of coca butter remaining was also used to make new kind of eating chocolate The essence was advertised as Absolutely pure, therefore best. 1879 Business proposed from this time and Cadbury Brother outgrew the Bridge Street Factory, moving in 1879 to a Greenfield site some
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miles from the center of Birmingham which came to call Bourneville. The opening of the Cadbury factory in a garden also heralded a new era in industrial relations and employee welfare with joint consultation being just one of the introduced by the pioneering Cadbury Brothers. 1899 In this year the business private limited company Cadbury Brothers Limited progress since the start of the century. Chocolates has moved being a Luxury item to well within the financial reach of everyone. 1905 Cadbury has many famous brands with one major success story being Cadburys Dairy Milk chocolate launched in 190, today Brtains favorite moduled chocolate bar. Cadbury today is the market leader in the U.K. chocolate confectionary market, employing the most advanced processing technology and management information and control techniques. The company is the confectionary division of Cadbury Schweppes plc which is major force in the confectionary and soft drinks international market. World wide Cadbury is one of the pre eminent names in confectionary with impressive range of famous brands. Quality has been the focus of the Cadbury business from the very beginning as generations have worked to produce chocolate with that very special taste, smoothness and snap, so characteristics of Cadburys chocolate.

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MISSON To create and sustain flourishing communities where people choose to live. By promoting new social housing of good quality which enhances the environment. By the housing stock and estates to the highest standard for all residents. By encouraging residents to share in decisions affecting their communities. VISSION Promotion of brands carrying mass franchise without compromise on quality or margins. Increasing the market depth including rural Indias coverage. (so far in case of chocolates, rural areas are not covered) Better product quality and packaging. All round efficient utilisation of tangible as well as intangible assets such as brands and people. Efficient working capital management. Depreciation charge top meet the CAPEX needs every year. Surplus cash so generated to be either gainfully and meaningfully reinvested in business or return to stakeholders.

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CADBURY VALUES

We are performed driven, values led. Throughout changing times, our constant values inspired us to be pioneers in business and in corporate responsibility. They help ensure we proud of our company and are critical to our core purpose of creating brands people love. Performance We are passionate about winning. We complete in a tough but fair way. We are ambitious, hardworking and make the most of our abilities. We are prepared to take risks and act with speed. Quality We put quality and safety at the heart of all of our activities our products, our people, our partnerships and performance. Respect We genuinely care for our business and our colleagues. We listen, understand and respond. We are open, friendly and welcoming. We embrace new ideas and diverse customs and cultures. Responsibility We take accountability for our social, economic and environmental impact. In this way we aim to make our business, our partners and our communities better for the future. Our Business Principles are our code of conduct and also take account of global and local cultural and legal standards. They confirm our commitment to the highest standards of ethics and business conduct.
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PROFILE OF CADBURY

Type

Confectionery

Founder

George Cadbury

Current owner

Cadbury plc

Country of origin

United Kingdom

Introduced 1905 Related brands

Cadbury products

Markets World Website

www.cadbury.co.uk

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COMPANY OVERVIEW Cadbury is a leading confectionery company with an outstanding portfolio of chocolate, gum and candy brands. We employ around 50,000 people and have direct operations in over 60 countries, selling our products in almost every country around the world.

In India, Cadbury begans its operations in 1948 by importing chocolates. After 60 years of existence, it today has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkata and Chennai). The corporate office is in Mumbai. Our core purpose creating brands people love captures the spirit of what we are trying to achieve as a business. We collaborate and work as teams to convert products into brands. Simply put, we spread happiness ! Currently Cadbury India operates in four categories viz. Chocolate Confectionery, Milk Food Drinks, Candy and Gum category. In the chocolate Confectionery business, Cadbury has maintained its
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undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, Eclairs and Celebrations. Cadbury enjoys a value market share of our 70% - the highest Cadbury brand share in the world ! Our flagship brand Cadbury Dairy Milk is considered the gold standard for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer.

In the Milk Food drinks segment our main product is Bournvita the leading Malted Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the undisputed leader. We recently entered the gums category with the launch of our launch of our worldwide dominant bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries worldwide.

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, we have worked with the Kerala Agriculture University to under take cocoa research and released clones, hybrids that improve the cocoa yield. Our Cocoa team visits farmers and advises them on the cultivation aspects from planting to harvesting. We also conduct farmers meetings & seminars to educate them in Cocoa cultivation aspects. Our efforts have increased cocoa productivity and touched the lives of thousands of farmers. Hardly surprising then that the Cocoa tree is called the Cadbury tree ! Today, we are poised in our leap towards quantum growth. We are a part of the Cadbury PLC, worlds leading Confectionery Company. Yes, like we said we will constitute to spread happiness !

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CADBURY WORLDWIDE

We are currently the worlds biggest confectionery company with a number one or number two positions in 20 of the 50 largest confectionery markets across the globe. We create chocolate, gum and candy brands people love brands like Cadbury, Trident and Halls. Our heritage starts back in 1824 when John Cadbury opened a shop in Birmingham selling cocoa and chocolate. Since then we have expanded our business throughout the world by a programme of organic and acquisition led growth. On 7 May 2008, the separation of our confectionery and Americas Beverage business was completed creating Cadbury plc with a vision to be worlds BIGGEST and BEST confectionery company.

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BRAND BUILDING OF CADBURY DAIRY MILK

The story of Cadbury Dairy Milk started way back in 1905 at Bournville U.K., but the journey with chocolate lovers in India began in 1948. The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of Cadbury Dairy Milk. The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults. Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater to the urge for something sweet after meals. Cadbury Dairy Milk has exciting products on offer Cadbury Dairy Milk Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of milk chocolate and white chocolate. Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury. Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has participated and been a part of every Indians moments of happiness, joy and celebration. Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market.
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In the early 90s, chocolate were seen as meant for kids, usually a reward or a bribe for children. In the Mid 90s the Category was redefined by the very popular Real Taste of Life campaign, shifting the focus from just for kids to the kid in all of us. It appealed to the child in every adult. And Cadbury Dairy Milk became the perfect expression of spontaneity and shared good feelings.

The Real Taste of Life campaign had many memorable executions, which people still fondly remember. However, the one with girl dancing on the cricket field has remained etched in everyones memory, as the most spontaneous & un-inhibited expression of happiness. This campaign went on to be awarded The Campaign of the Century, in India at the Abby (Ad Club, Mumbai) awards. In the late 90s, to further expand the category, the focus shifted towards widening chocolate consumption amongst the masses, through the Khanewalon Ko Khane ka Bahana Chahiye campaign. This campaign built social acceptance for chocolate consumption amongst adults, by showcasing collective and shared moments. More recently, the Kuch Meetha Ho Jaaye campaign associated Cadbury Dairy Milk with celebratory occasions and the phrase Pappu
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Pass Ho Gaya became part of street language. It has been adopted by consumers and today is used extensively to express joy in a moment of achievement / success. The interactive campaign for Pappu Pass Ho Gaya bagged a Bronze Lion at the prestigious Cannes Advertising Festival 2006 for Best use of internet and new media. The idea involved a tie-up with Reliance India Mobile Service and allowed Students to check their exam results using their mobile service and encouraged those who passed their examinations to celebrate with Cadbury Dairy milk. The Pappu Pass Ho Gaya campaign also went on to win Silver for the Best Integrated Marketing Campaign and Gold in the Consumer Products category at the EFDIES 2006 (global benchmark for effective advertising campaigns) awards.

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CADBURY COLLABORATE AND WORK AS TEAMS TO CONVERT PRODUCTS INTO BRANDS

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OTHER MORE BRANDS OF CADBURY CHOCOLATE Chocolate lovers for a quarter of a century have indulged their taste buds with a Cadbury 5 Star. A leading knight in the Cadbury portfolio and the second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Star moves from strength to strength every year by increasing its user base. Launched in 1969 as a bar of chocolate that was hard outside with soft caramelnougat inside, Cadbury 5 Star has re-invented itself over the years to keep satisfying the consumers taste for a high quality & different chocolate eating experience.

5-STAR

PERK A pretty teenager; a long line, and hunger! Rings a bell? That was how Cadbury launched its new offering; Cadbury perk in 1966. With its light chocolate and wafer construct, Cadbury Perk targeted the casual snacking space that was dominated primarily by chips & wafers. With a
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catchy jingle and tongue in cheek advertising, this anytime; anywhere snack zoomed right into the hearts of teenagers.

Raageshwari started the trend of advertising that featured mischievous, bubbly teenagers getting out of their stuck and hungry situtuions by having a Cadbury Perk. Cadbury perk became the new mini snack in town and its proposition Thodi si pet pooja went on to define its role in the category.

CELEBRATIONS Cadbury celebrations was aimed at replacing traditional gifting options like Mithai and dry-fruits festival seasons. Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk chocolate in 5 variants, Almond magic, Raisin magic, cashew magic, nut butterscotch and caramels. The super premium Celebrations Rich Dry Fruit Collection which is a festival offering is an exotic range of chocolate covered dry fruits and
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nuts in various flavours and the premium dark chocolate range which is exotic dark chocolate in luscious flavours.

Cadbury Celebrations has become popular brand on occasions such as Diwali, Rakhi, Dussera puja. It is also a major success as a corporate gifting brand. The communication is based on the emotional route and the tag line says rishte pakne do which fits with the brand purpose of strengthening your relationships with something sweet. TEMPATATIONS

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GEMS

1. SNACKS Cadbury Bytes

Cadbury Bytes was launched in 2004-05 as Cadburys foray into the rapidly growing packaged snack market. Cadbury Bytes is positioned as the only sweet snack in the world of salty snacks. The proposition we have arrived at is Snacking Ka meetha funda, where we take a pot-shot at other snacks, by saying Har snack namkeen nahi hota. The product is all about breaking a cliche and teenagers identify with breaking stereotypes. The new commercials- Tommy and Villain, talk about breaking the stereotype.
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BEVENGES Bournvita Cadbury was incorporated in India on July 19th, 1948 as a private limited company under the name of Cadbury-Fry (India). Cadbury Bournvita was launched during the same year. It is among the oldest brands in the Malt Based Food / Malt Food category with a rich heritage and has always been known to provide the best nutrition to aid growth and all round development. Throughout its history, Cadbury Bournvita has continuously reinvented itself in terms of product, packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 50 years.

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2. CANDY HALLS Halls accounts for 50% of international cough drop sales and is the leading sugar confectionery brand in the world. In 1930s, the Hall brothers invented its Mentho-lyptus formula, using a combination of menthol and eucalyptus, and began p roducing cough drops. The cough drop were introduced into the US during the mid-1950s. WarnerLambert recongnised the potential of the product and acquired Halls in 1964. In 1971, Warner Lambert began selling Halls under the Adams family, and the first national television campaign was aired in the US & the results were a resounding success. 3. GUMS Bubbaloo Cadbury India has expanded its confectionary portfolio in 2007 by foraying into the Bubblle gum category with the launch of Bubbaloo Bubblegum-a successful bubblegum brand from its international portfolio. Bubbaloo is an innovative soft bubblegum with a centre filled liquid. It is filled with a high level of a great tasting fruit flavoured liquid that floods your mouth instantly.
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Bubaloo is currently available in two yummy flavours Strawberry and

MIXED FRUIT
The communication focuses on the Fun filled liquid centre of Bubbaloo and is anchored by Bubba- the cat, the international mascot for the brand Bubbaloo.

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CADBURY CELEBRATION

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DIFFERENT PRODUCTS OF CADBURY

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CHAPTER-3 THEORETICAL FRAMEWORK OF MARKETING STRATEGY IN DETAILS. CONCEPTUAL STUDY OF MARKETING STRATEGY IN CADBURY INDIA. PRODUCT STRATEGY PRICING STRATEGY PLACE STRATEGY PROMOTION STRATEGY

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CHAPTER-III THEORITICAL FRAMEWORK OF MARKETING STRATEGY IN DETAILS The marketing programmed of an organization consist of a number of element or variables. The term marketing strategy is used to describe the combination of the fair inputs which constitute the core of a companys marketing system; the product, the distribution system, the price structure and the personal activities. According to Borden, the concept marketing strategy consists of (I) a list of important element of ingredients that make up the marketing programmers, of ingredients that make up the marketing programmers, and (ii) a list of forces that bear on the marketing operations of a firm. Elements of Marketing Strategy CADBURY 4PS UNDER MKTNG MIX

Product
My product is a re-launch of Cadbury dairy milk. Cadbury dairy milk is made from real chocolate. Its ingredients include cocoa butter and there is a glass and half full cream dairy milk in every 200 grams of Cadbury dairy milk chocolate, Cadbury buys 65 million litres of fresh milk each year to make Cadbury dairy milk chocolate.
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Price
Price is an important element of the marketing mix. The price charged for a chocolate bar can determine whether a consumer will buy it and the level of sales achieved can determine whether or not Cadbury Schweppes will make a profit. Price is also affected by factors such as the state of the economy, what competitors are charging, the stage reached in the products life cycle and above all what the market will bear. From the marketing point of view this is what matters.

Place
Cadbury products are produced at the chocolate factory in Bourneville in Birmingham. After the chocolate is produced and has undergone all the quality checks it is transported to the stockrooms. After this Cadbury sells its products to shops that deal with beverages and confectionery e.g. corner shops, super stores such as Iceland, Sainsbury, Kwik save, Tesco, Asda, Safeway and petrol station. These businesses are usually visited by customers on a daily basis. They then sell it to the general public. Cadbury produces chocolate for more than 200 countries so that they have a chance to enjoy it as well and make profit. This gives them a wide range of customers aro8und the world. Cadbury Schweppes therefore makes sure that the cultures of these different people are kept. Hey can do this producing products, which are eaten in that particular country without upsetting religious or cultural practices.

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Promotion
Cadbury has a great brand image in the worldwide market, they focused on present dominance in the chocolates market to be maintained. Average sales to grow at least at 20% p.a. for the next 3 years, volumes by at least 12%. 1 new major product to be launched every year. Sugar conf. Share in sales mix to be enhanced through value added niche products. With control over costs and reduction in relative depreciation charge for the year, steadily increase margins.

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SWOT ANALYSIS
Cadbury Plc

Strengths
Cadbury is the largest global confectionery supplier, with 9.9% of global market share. High financial strength (Sales turnover 1997, 7971.4 million and 9.4%)[1] Strong manufacturing competence, established brand name and leader in innovation. Advantages that it is totally focused on chocolate, Candy, Chewing gum, unique understanding of consumer in these segments. Successfully grown through its acquisition strategy. Recent acquisitions, including Adams, 2003, enabled it to expand into important markets like the US market.

Weaknesses
The company is department on the confectionery and beverage market, whereas other competitors e.g. Nestle [2] have a more diverse product portfolio, where profits can be used to invest in other areas of the business an R&D. Other competitors have greater international experience Cadbury has traditionally been strong in Europe. New to the US, possible lack of understanding of the new emerging markets compared to competitors.

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Threats
Worldwide there is an increasingly demanding cost environment, particularly for energy, transport, packaging and sugar. Global supply chain in low cost locations. Competitive pressures from other branded suppliers (national and global). Aggressive price and promotion activity by competitors possible price wars in developed markets. Social changes Rising obesity and consumers obsession with calories counting. Nutrition lifestyles affecting demand for core Cadbury products.

Opportunities
New markets. Significant opportunities exist to expand into the emerging markets of China, Russia, India, where populations are growing, consumer wealth is increasing and demand for confectionery products is increasing. The confectionery market is characterized by a high degree of merger and acquisition activity in recent years. Opportunities exist to increase share through targeted acquisitions. Key to survival within the FMCG market is increasing efficiency and reducing costs. Cadbury Fuel for Growth and cost efficiency programmes seek to bring cost savings by: 1) Moving production to low cost countries, where raw materials and labour is cheaper ii) reduce internal costs supply chain efficiency, global sourcing and procurement, and wise investment in R&D.
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Innovation is key driver. To respond to changes in consumers tastes and preferences healthier snacks with lower calories need to be developed. R&D and product launches have led to sugar-free & center filled chewing gum varieties and Cadbury premium indulgence treat. Low-fat, organic and natural confectionery demand appears strong.

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CHAPTER-4 DATA ANALYSIS AND INTERPRETATION

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CHAPTER-IV DATA ANALYSIS AND INTERPRETATION Introduction

In order to extract meaningful information from the data collected the data analysis is carried out. The data analysis is the final step in the research process. The data are first edited, loaded and tabulated for the purpose of analyzing them. The analysis basically aimed at giving interference of association or differences between the various variables present in the research. The analysis can be conducted by using statistical tools like percentages, queries and measures of dispersion, graphs, Pi-diagrams and Histograms for analysis. Analysis involves the problem identification of alternatives for solving the problems and evaluation of alternatives and finally to choose the suitable one. The trend analysis is actually to access whther the demand increasing or decreasing. Analysis of Dealers response TO find out the perception of dealer and distributor of Bajaj Electrical appliance, I went to them to collect the first hand information from them by direct interview.

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How do you like this Price? Cheaper Fair Reasonable 10 6 4 50% 30% 20%

Cheaper Fair Reasonable

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How is the availability of products in the market? Very good Good Fair Poor 8 7 5 0 40% 35% 25% 0%

Very good Good Fair Poor

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Which product of cadbury yuo like the most?

60 40 20 0 Dairy milk Five star Nuties Byets Series1 Percentage

Series1

product

No. OF NEW OUTLETS NO VISIT OF SALESMAN START SELLING FOR THE FIRST TIME PROBLEM WITH DISTRIBUTION SHOP REOPENED

10 5 8 0 5

No. OF NEW OUTLETS NO VISIT OF SALESMAN START SELLING FOR THE FIRST TIME PROBLEM WITH DISTRIBUTION SHOP REOPENED

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Chart Title
Cadbury Nestle Amul Others

8% 12% 45%

35%

factor consider while purchasing a product

taste 25%

price 35%

brand andorsement 10% quality 30%

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CHAPTER-5 MAJOR FINDING CONCLUSION & SUGGESTION

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CHAPTER-V FINDINGS AND RECOMMENDATIONS

FINDINGS 1) The retailer on their outlets do not properly place the glow signboard and the company or distributors do not do the distribution of the boards properly. 2) Sales promotion schemes are important to influence the consumer. The retailer was distributors by the promotional schemes of the company. The distributors were not distributing all the schemes properly to the retailer. 3) The competitors sales promotion schemes were not much effective but schemes were properly distributed to the retailers. 4) The company has strong distribution channel but the retailers were not satisfied by the services of the distributors. 5) Number of root vehicle is very less as compare to the size of the market. 6) The merchandising equipments distributed by the company are not being maintained properly by the company.

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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 Eclairs. One new major product launch every year.

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CONCLUSION

In the field of concept selling by using the ideas and by inventions / imagination / psychological and cultural fields. Cadbury have mixed up various human sentiments and created an altogether mixed market where they are able promote and in cash benefits for themselves as well for building different human/socio relations. This is a very clear cut picture where a team of hard core professionals are using every opportunity directly touching the emotions of the masses but spending minimum money possible on advertisements. It is a sort of monopolistic area where by spending very low, using easiest and economical method, products are developed and sold, giving, the customers no chance or alternative.

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BIBLIOGRAPHY

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BIBLIOGRAPHY

BOOKS &MAGAZINES Global Market Management (Kiefer Lee & Steve Cater) Philip Kotler (Eighth Edition) Marketing Management, prentice Hall of India Ltd. Advertising and marketing Magazine The Economic Times Brand Equity Company Literature Market survey and questionnaires Business World Business Today

WEBSITE www.cadbury.com www.cadburyindia.com www.cadbury.co.uk www.cadburyschweppes.com www.google.com

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