Professional Documents
Culture Documents
CONTENTS
Sr. No . Index Page No.
1. Company Overview 4
2. Cadbury Milestone 5
4. Objective of Survey 7
6. Dairy Milk 8
8. Factors 10
9. Market Segmentation 11
11. PLC 14
13. R & D 15
15. Diversification 17
16. Conclusion 18
17. References 19
CERTIFICATE
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.
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.
Cadbury Milestones
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.
1) management problem
2) Increase sales and profit
Research problem:-
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.
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
FACTORS:
Consumer decides what to purchase
Why to purchase,
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.
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.
Behavioral Segmentation
Operating Variable
Purchasing Approaches
Situational Factors
Personal Characteristics
Segment identification
Segment attractiveness
Segment profitability
Segment positioning
Brand name:
Slogan.
Characters
URLs
Logo.
Symbol.
INTRODUCTION
GROWTH
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.
Customer insights,
Trends, and
Foresights.
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.
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.
DVERSIFICATION
Increase Marketing and Promotion globally by marketing products in
emerging markets.
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.
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.
REFERENCES:
1. www.cadbury.com
2. www.cadbury.co.uk
3. Wikipedia
4. www.businessteacher.org.uk