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Product Profile/ Cadbury Dairy Milk.

Manohar Prasad/ 2010-12/ IB+IT/1999/01030003 Page 2


Product Profile/ Cadbury Dairy Milk.

Product Profile/ Cadbury


Dairy Milk.

CONTENTS
Sr. No . Index Page No.

1. Company Overview 4

2. Cadbury Milestone 5

3. Vision & Mission 6

4. Objective of Survey 7

5. Marketing Research Process 7

6. Dairy Milk 8

7. Forecasting & Estimating Demand 9

8. Factors 10

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Product Profile/ Cadbury Dairy Milk.

9. Market Segmentation 11

10. Brand element 13

11. PLC 14

12. Market Place 15

13. R & D 15

14. SWOT Analysis 16

15. Diversification 17

16. Conclusion 18

17. References 19

CERTIFICATE

This is to certify that Mr. Manohar Prasad Of


SURYADATTA GROUP OF INSTITUTE has successfully
completed the project work titled CADBURY DAIRY MILK.

This project is the record of authentic work carried out


during the academic year 2010-12.

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Product Profile/ Cadbury Dairy Milk.

MANOHAR PRASAD
STUDENT

COMPANY OVERVIEW
Cadbury began its operation in 1948 by importing chocolates and then
re-packing them before distributing it in the Indian market. After 62
years, it is having five companies at Thane, Induri (Pune), Malanpur
(Gwalior), Bangalore, Baddi (Himachal Pradesh) and 4 sales offices in
(New Delhi, Mumbai, Kolkata and Chennai). The corporate office is in
Mumbai.

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Product Profile/ Cadbury Dairy Milk.

The companys main purpose is Working together to create brands


people love" capture the spirit of what we are trying to achieve as a
business. We collaborate and work as team to convert products into
brand.

Simply, we spread happiness !

Currently Cadbury India operates in three sectors viz. Chocolate


Confectionery, Milk Food Drinks and in the Candy category.

In the Chocolate Confectionery business, Cadbury has maintained its


undisputed leadership over the years. Some of the key brands are
Cadbury Dairy Milk, 5 Star, Perk, clairs and Celebrations. Cadbury
enjoys a value market share of over 70% - the highest Cadbury brand
share in the world! Cadbury is 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 Bourn vita - the
leading Malted Food Drink (MFD) in the country. Similarly in the
medicated candy category Halls is the undisputed leader.

The Cadbury India Brand Strategy has received consistent support


through simple but imaginative extensions to product categories and
distribution. A good example of this is the development of Bytes. Crispy
wafers filled with coca cream in the form of a bagged snack, Bytes is
positioned as "The new concept of sweet snacking". It delivers the
taste of chocolate in the form of a light snack, and thus heralds the
entry of Cadbury India into the growing bagged Snack Market, which
has been dominated until now by Salted Bagged Snack Brands. Byte
was first launched in South India in 2003.

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 undertake 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

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Product Profile/ Cadbury Dairy Milk.

harvesting. We also conduct farmers meetings & seminars to educate


them on Cocoa cultivation aspects. Our efforts have increased cocoa
productivity and touched the lives of thousands of farmers.

Cadbury Milestones

The Cadbury story is a fascinating study of industrial and social


developments. From a one man business in 1824, Cadbury has grown to
be one of the world's largest producers of chocolate. A small family
business developed into an international company and the high
standards of the Cadbury brothers were combined with the most
sophisticated technology, skills and innovation.

Vision
The governing objective for Cadbury India is to deliver Superior
Shareholder value.
Cadbury in every pocket.
Sustain growth of Cadburys market through aggressive product
development.
Focusing on cost competitiveness & productivity in operations
and innovative utilization of assets.
Investing to develop people.

Mission
To provide customers with a tempting and exquisite taste as enticing
treats means a mouth watering treat which is simply irresistible.

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Product Profile/ Cadbury Dairy Milk.

Cadbury means quality this is the promise of Cadbury. Its reputation


is to built upon quality. Its commitment to continuous improvement
will ensure that promise.

OBJECTIVE OF THE SURVEY


1. To find out the famous products of cadbury among the consumers.

2. To find out the consumer behaviour towards cadbury.

3. To find out the range which is mostly preferred by the customers.

4. To find out the features which are most favourable.

Marketing research process


Step-1 Define the problem:-

1) management problem
2) Increase sales and profit

Research problem:-

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Product Profile/ Cadbury Dairy Milk.

It is a part of management but a specific and time oriented. As per my


product I have identify the research problem that is of poor quality.

Step-2 Develop the research plan by Collecting the primary and


secondary information.

Step: 3 Collect the Information

Step: 4 Analyze the Information

Step: 5 Make the Decision

DAIRY MILK
The variants Fruit & Nut, Crackle and Roast Almond, combine the taste
of Cadbury Dairy Milk with a variety of ingredients and are very popular
amongst teens & adults.

Today, Cadbury Dairy Milk alone holds 30% value share of the Indian
chocolate market.

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Product Profile/ Cadbury Dairy Milk.

FORECASTING AND ESTIMATING DEMAND.


Survey of Buyer

In the FMCG product buyers taste and preferences changes in day to


day life. So it is very important for the Cadbury dairy milk to be upto
date with the consumers day to day changing choices. And survey of
buyers intention is one of the way of estimating the future demand of
the product. In such survey the Cadbury choclates prefer to ask
questions like How many times do you prefer to buy a Cadbury dairy
milk in a week? what you think about price of Cadbury dairy milk?

Composite of Sales Force Opinion

In this type of forecasting, due to the impractical survey of buyers


interviewing, the Cadbury dairy milk may ask its various sales
representatives to estimate their future sales.

Expert Opinion

The Cadbury dairy milk also have a choice of estimating future demand
on the opinion given by the experts including dealers, distributors,
suppliers, marketing consultants and trade associations.

Past-Sales Analysis

The demand can also be estimated on the basis of past sales by the
Cadbury dairy milk. There are four components in the Time Series
Analysis: trend, cycle, seasonal and erratic.

Market-Test Method

When the entire plan fails, a direct-market test is desirable. It is


especially desirable in forecasting new-product sales or established
product sales.

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Product Profile/ Cadbury Dairy Milk.

FACTORS:
Consumer decides what to purchase

For whom to purchase

Why to purchase,

From where to purchase

How much to purchase.

In order to become successful, it must be known the liking or disliking


of the customers. It must also known the time and the quantity of
goods and services, a consumer may purchase, so that it may store the
goods or provide the services according to the liking of the consumers.
The manufacturers produce and the sellers sell whatever the consumer
likes. In this sense, consumer is the supreme in the market.

The study of the consumer preference not only focuses on how and
why consumers make buying decision, but also focuses on how and why
consumers make choice of the goods they buy and their evaluation of
these goods after use. So for success of any company or product
promotion is very necessary to depart its concentration towards
consumer preference.

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Product Profile/ Cadbury Dairy Milk.

MARKET SEGMENTATION
There are two types of segmentation.

Demographic

Behavioral

Demographic Segmentation

Age and Life Cycle: Under this type of segmentation the buyers who
mostly

prefer the Cadbury dairy milk comes under the age group of 4-40 years.

Gender: For purchasing Cadbury dairy milk gender doesnt matter.


Cadbury dairy milk is for all persons whether male or female.

Income: The price of Cadbury dairy milk is reasonable and


affordable. So a person does not need to think much before purchasing
it, They can easily buy it any time when they want to buy. The income
of a person does not play any important role in it.

Generation: Cadbury dairy milk will not be much affected by the


generation differences. All types of peoples like to purchase the
Cadbury dairy milk when they want to buy it.

Behavioral Segmentation

Decision: The decision is taken by the children and youngsters. They


play an important role in taking the decision of when to buy the
Cadbury dairy milk.

Occasions: For purchasing the Cadbury dairy milk no special


occasions are required. People can easily purchase it on regular basis.
Occasionally such as Diwali, Rakshabandhan, the sales of Dairy Milk
increases.

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Segmentation of Business Market:


Demographic:

Operating Variable

Purchasing Approaches

Situational Factors

Personal Characteristics

Steps in Segmentation Process:


Needs-based segmentation

Segment identification

Segment attractiveness

Segment profitability

Segment positioning

Segment acid test

Marketing mix strategy

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Product Profile/ Cadbury Dairy Milk.

BRAND ELEMENT OF Cadbury dairy milk.


Brand elements are those trademarkable devices that identify and
differentiate the Brand. Most strong brand employs multiple brand
elements. Like Cadbury dairy milk has the distinctive Any time
crunchy, all time fresh. There are certain types of brand element listed
below:

Brand name:

Slogan.

Characters

URLs

Logo.

Symbol.

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Product Profile/ Cadbury Dairy Milk.

PRODUCT LIFE CYCLE OF CADBURY DAIRY


MILK.
Products have limited life.

Product sales passes through distinct stages, each posing different


challenges, opportunities and problem to the seller.

Profit rise and fall at different stages.

Product required different marketing, financial, manufacturing, HR


and resource strategy in each life cycle stage.

INTRODUCTION

GROWTH

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Market place
Cadbury operates in the global confectionery market. The market is
large, growing and has attractive dynamics. The global confectionery
market is the worlds four largest packaged food market. It represents
9% of that market, and has a value at retail of US$141 billion.
Chocolate is the largest category, accounting for over half of the global
confectionery market by value.

Globally, confectionery is growing at around 5% p.a., faster than


many other packaged food markets. Developed markets, which account
for around 67% of the global market, grew 3% p.a. between 2001 and
2006.

REASEARCH & DEVELOPMENT

R & D deals with innovation. Innovation is the heart of creating brand


image which people love. Not just new products and improved recipe,
but also innovative packaging formats and world-class brand.

R & D of Cadbury plays a key role in knowing about the

Customer insights,

Trends, and

Foresights.

It might be as simple as just responding to gum chewers who want the


flavour to last longer or as sophisticated as putting consumer insights
together to spot trends and generate foresights projecting forward to
anticipate and meet the changing needs of tomorrows consumers.

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Product Profile/ Cadbury Dairy Milk.

SWOT Analysis of Cadbury


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%)

Strong manufacturing competence, established brand name and


leader in innovation.

Advantage that it is totally focused on chocolate, candy, chewing


gum

Weaknesses
The company is dependent on the confectionery and beverage
market, whereas other competitors e.g. Nestle have a more
diverse product portfolio, where profits can be used to invest in
other areas of the business and 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.

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.

Threats
Underestimate foreign regulations and incur unexpected costs.

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Threat of entry due to competition growing through acquisition.


Fail to offer a competitively attractive products to foreign
customers.

DVERSIFICATION
Increase Marketing and Promotion globally by marketing products in
emerging markets.

Focus on non-chocolate development/acquisitions by developing line


of non-chocolate candies.

Aggressive new product developmentlow calories, sugar free and


sweets. This has to be done by researching and developing new
products/ joint venture.

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Conclusion
In order to reach the peak of achievement, the company would stress
on the global growth of the product. It can be a risk to market it in the
region France, but with careful study of the target market segments
and its economic position, it can be an attainment. Cadbury should also
look into other countries like the Asia Pacific in order to market its
products popular globally. But then again, careful considerations to
look at its major competitors and to obtain the rules and regulations of
a certain country are equally important.

Another strategic plan would be a joint venture. Since Cadbury


Schweppes is a company that produces not only chocolates but also
drinks, it should market a new product and maybe get into the product
development or get into a total diversification. However, need to bear in
mind that it is not as easy as marketing Cadburys current products.

Needless to say that in order for the company to market its products
globally, it is understood that heavy capital and marketing expenditures
have to be sacrificed.

Last but not least not to forget that Cadbury should need to strengthen
the brand name of its products. This is important due to the fact that
since it is popular in the UK and US, the profile of the product should
be maintained and not deteriorates.

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Product Profile/ Cadbury Dairy Milk.

REFERENCES:
1. www.cadbury.com

2. www.cadbury.co.uk

3. Wikipedia

4. www.businessteacher.org.uk

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