bba 2 yr cad project
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A PROJECT REPORT
On
GOALS OF CADBURY
Submitted by
ABHISHEK SAINI
(04611301709)
In partial fulfillment of the requirements
For the reward of the degree
OF
BACHELOR OF BUSSINESS ADMINISTRATION
Under the supervision of
MRS RUCHI JAIN
BERI INSTITUTE OF TECHNOLOGY, TRAINING AND
RESEARCH
TIKRI KALAN, DELHI
(Affiliated to Guru Gobind Singh Indraprastha university)
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CERTIFICATE
I certified that this project report report titled GOALS OF CADBURY is bonafide workof MR. ABHISHEK SAINI who carried out the research under my supervision.
Certified further. That to the best of my knowledge the work reported herein does not
form art of any other project report or dissertation on the basis of which a degree or
award was conferred on an earlier occasion on this or any other candidate.
RUCHI JAIN
PROJECT GUIDE
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PREFACE
I feel previleged to work on the topicGOAL OF CADBURY and the summary of the
topic has been given below
In first section of the project I have discussed about the introduction of my project goals
of Cadbury
In second section I have discussed about the conceptual discussion meaning of goal
In third section I have discussed about the research methodology, from where I collect
the data
In fourth section I have discussed about about the findings and analysis, what I find after
making the project.
In fifth section I have discussed about the conclusion and suggestion of the project
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ACKNOWLIDGEMENT
The present work is an effort to throw some light on GOALS OF CADBURY. Thework would not have been possible to come to the present shape without the able
guidance, supervision, and help to me by number of people.
With deep sense of gratitude. I acknowledged the encouragement and guidance received
by my project supervisior Mrs RUCHI JAIN.
I convey my heartfull affection to all those people who helped and supported me during
the course, for completion of my project report.
ABHISHEK SAINI
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OBJECTIVE
The study of pricing of Cadbury different products and which techniques they use to
maximize the profit. We study the how Cadbury increase their profit by introducing new
product. We have done a comparison of Cadbury by its competitors. The place Cadbury
has in market. . We have studied the ongoing battle in the confinery market. What are the
difficulties, which Cadbury faces, in past year. So these are the objectives of the project.
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TABLE OF CONTENTS
CONTENTSPAGE NO.
PREFACE(iii)
ACKNOWLIDGEMENT(iv)
chapter- 1: Introduction
(1- 13)
1.1 Industry review21.2 Company profile41.3 Swot analysis81.4 Competetor analysis12
Chapter- 2: Conceptual discussion(14- 22)
2.1 Meaning of goal152.2 Goal setting152.3 Goal management in organization162.4 Types of goal18
2.5 Characterstics of goal20
Chapter- 3:Research methodology(23- 29)
3.1 Research design24
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3.2 Methodology253.3 Research framework253.4 Data source
263.5 Objectives of study29
Chapter- 4 Finding and analysis(30- 37)
4.1 Data analysis and findings37
Chapter- 5 Conclusion and suggestion
(38- 40)
5.1 Conclusion395.2 Suggestions40
Bibliography41
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CHAPTER 1
INTRODUCTION
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CHAPTER 1
INTRODUCTION
1.1 INDUSTRY REVIEW
Chocolate consumption in India is extremely low. Cadbury dominates the chocolate
market with about 70% market share. Nestle has emerged as a significant competitor with
about 20% market share. Key competition in the chocolate segment is from co-operative
owned Amul and Campco, besides a host of unorganized sector players. There exists a
large unorganized market in the confectionery segment too. Leading national players are
Parry's, Ravalgaon, Candico and Nutrine. MNC's like Cadbury, Nestle, Perfetti, are
recent entrants in the sugar confectionery market. Other competing brands such as
GCMMF's Badam bar and Nestls Bar One have minor market shares. Chocolate
consumption in India is extremely low. Per capita consumption is around 160gms in the
urban areas, compared to 8-10kg in the developed countries. In rural areas, it is even
lower. Chocolates in India are consumed as indulgence and not as a snack food. Indian
chocolate market grew at the rate of 10% pa in 70's and 80's, driven mainly by the
children segment. In the late 80's, when the market started stagnating, Cadburyrepositioned its Dairy Milk to any time product rather than an occasional luxury. Its
advertisement focused on adults rather than children. Cadbury's Five Star, the first count
chocolate, was launched in 1968. Due to its resistance to temperature, the chocolate has
become one of the most widely distributed chocolate in the country. In the early 90's,
high cocoa prices compelled manufacturers to raise product prices significantly. The
launch of wafer ,chocolates Kit Kat and Perk spurred volume growth in the mid 90's.
These chocolates positioned as snack food rather than on the indulgence platform
compete with biscuits and wafers. A strong volume growth was witnessed in the early
90's when Cadbury repositioned chocolates from children to adult consumption. The mid
90's saw the entry of new players like Nestle, which created categories like wafer
chocolate and spurred growth.
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Confectionery
Confectionery, processed food based on a sweetener, which may be sugar or honey, to
which are added other ingredients such as flavorings and spices, nuts, fruits, fats and oils,
gelatin, emulsifiers, colorings, eggs, milk products, and chocolate or cocoa.
Confectionery, usually called candy in the United States, or sweets in Great Britain, can
be divided into two kinds according to their preparation and based on the fact that sugar,
when boiled, goes through different stages from soft to hard in the crystallization process.
Typical of soft, or crystalline, candysmooth, creamy, and easily chewed are fondants
(the basis of chocolate creams) and fudge; typical hard, non crystalline candies are toffees
and caramels. Other favorite confections include nougats, marshmallows, the various
forms of chocolate (bars or molded pieces, sometimes filled), pastes and marzipan, cotton
candy (spun sugar), popcorn, licorice, and chewing gum. Records show that
confectionery was used as an offering to the gods of ancient Egypt. Honey was used as
the sweetener until the introduction of sugar in medieval Europe. Among the oldest types
of candies are licorice and ginger from the Far East and marzipan from Europe. Candy-
making did not begin on a large scale until the early 19th century, when with the
development of special candy-making machinery it became a British specialty. In the
U.S. the candy industry began to grow rapidly during the mid-19th
century with theinvention of improved machinery and a cheaper process for powdering sugar. In 1911 the
first candy bars were sold in baseball parks; by 1960 candy bars made up almost half of
U.S. confectionery production. By the 1980s annual world production of confectionery
totaled many millions of kilograms.
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1.2 COMPANY PROFILE
1.2.1VISION OF CADBURY
a) Governing objective: To deliver superior shareowner returns.
b) Priorities: Growth, efficiency capability
Growth: Their growthpriority is represented by the mantra Fewer, Faster, Bigger,
Better. They focus on number of advantaged global and regional brands, invest in getting
their new product developments into more markets faster, use joined up commercial and
marketing programmes to have a bigger impact and underpin the whole plan by executing
their initiatives better.
Efficiency: Their efficiencypriority recognizes that it is not enough to grow;they
must also be more profitable. They maintain a relentless focus on cost and efficiency by
reducing central functions and costs; consolidating their businesses and reconfiguring
their manufacturing and distribution. Their vision in to action will help increase their
margins to mid-teens by 2011 with the aim of delivering mid-term margins by 2011.
Capability: Their capability priority ensures they continue to invest in the right
organization and skills to win. They have simplified and strengthened their organization
to a pure-play confectionery business. They manage their commercial strategies on a
global basis through their three categories of chocolate, gum and candy and strong
functional leadership.
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1.2.2 Values of Cadbury
Their values are:
Performance: They are passionate about winning. They compete in a tough butfairway. They are ambitious, hardworking and make the most of their abilities. They are
prepared to take risks and act with speed
. Quality: They put quality and safety at the heart of all of their activities their
products, their people, their partnerships and their performance.
Respect: They genuinely care for their business and their colleagues. They listen,
understand and respond. They are open, friendly and they coming. They embrace new
ideas and diverse customs and cultures.
Integrity: They always strive to do the right thing. Honesty, openness and being
straight forward characterize the way they do business. They have clear principles and do
what they say they will do.
Responsibility: They take accountability for their social, economic and
environmental impact. In this way they aim to make their business, their partners and
their communities better for the future. Their Business Principles are their code of
conduct and also take account of global and local cultural and legal standards. They
confirm their commitment to the highest standards of ethics and business conduct
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1.2.3 Company Overview
Cadbury began its operations in 1948 by importing chocolates and then re-packing them
before distribution in the Indian market. After 59 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
"Working together to create 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 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! 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.
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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. We recently entered the gums category with the launch of our
worldwide dominant bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries world
wide.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
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.
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1.3 SWOT ANALYSIS
Cadbury Schweppes was founded in the year 1831 by John Cadbury. Its revolutionized
cocoa started processing from the year 1866 onwards. This company originally merged
with Schweppes in 1969. Currently, this successful company is employing approximately
about 43,000 people worldwide. Today, Cadbury Schweppes is the world's fourth biggest
supplier of chocolate and sugar confectionery. One of its products, Dairy Milk was
introduced in 1905, and has become the most successful moulded chocolate in UK
history and the basic ingredient for many other Cadbury products. 95 years later, Dairy
Milk is one of the world's most famous brand names and the company's leading chocolate
bar by revenue. Sales from Cadbury's Dairy Milk alone are estimated at over 135
million for 1995. Cadbury considers its success is based on three factors: quality, value
for money and good advertising.
Aim: Apply SWOT analysis to Cadburys current situation and its position to enter a
foreign market It is important to investigate on the internal and external environmental
forces for the Dairy Milk in France. Relevant organizational and industrial information is
required for the development of a SWOT analysis. The analysis of the environment and
the consideration of the situational factors when designing marketing planning, is critical
as it would allow Dairy Milk to capitalize on organizational strengths, minimize anyweaknesses, exploit market opportunities and avoid any threats
Strengths
Cadbury would realize several possible advantages in going abroad. By penetrating a
foreign market the company could:
Maintain a stable growth of a company by maximizing the use of its production
capacity and thus increase economies of scale and scope. With its brand name, Cadbury could counterattack the competitors it faces in the
domestic market by attacking their domestic market.
Keep up with the financial strength by increasing its sales and profit, indeed the foreign
market could present higher profit opportunities than the domestic products.
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Acquisition rules in UK, reduce its dependence on the UK market and therefore
diversify its market specific risks.
Overall, Cadbury has been successful through the new products (development) it has to
offer.
Weaknesses
Generally, as Cadbury has a weak position in the US market, thus, need to change its
target to a different location. Besides its lack of distribution network, it also has a small
total of market share altogether. Therefore in order to market the product in France
successfully, Cadbury would have to find out on how it can improve in order to have
great performance. It is also good to find out what are the situations that they could avoid
in order to be successful. In order to market products the following issues should be
considered:
Total French production of chocolate bars and confectionary, which has increased by
24.5 per cent between 1988 and 1991, has slowed down in more recent years, partly due
to the economic slump.
Consumption of chocolate products, which has been growing until 1991, remained
fairly static in 1992, reflecting a fall in demand due to the gloomy economic situation.
Sales of milk chocolate bars, which account for 24 per cent by volume of total sales of
Opportunities
Through its confectionary product line, least to mention is to build viable positions in
Prioritized markets through organic growth and acquisition. Besides what is mention
above, Cadbury has other opportunities to have market development in Russia and China.
The Timeout Candy Bar market is growing worldwide. This company is also at the same
time distributing its products via the internet Develop Gourmet Line. Besides
developing the Low Calorie line of chocolates and sweets, they also offer the SugarFree sweets line. This has thus opened a completely Cadbury world in US. Therefore in
order to get the product into a new foreign market, France, Cadbury would have good
opportunities in store for them. Opportunities are as follows:
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In terms of political issues, France is an advanced parliamentary democracy and
politically is highly stable. The political power is centralized in the parliament, the Prime
Minister and the President. The country specific risk is negligible. France is a member of
the European Community and has excellent relations with the UK.
Economically, France has the fourth largest Gross Domestic Product in the world. It is a
first-world advanced market based economy. Despite a recent recession, its economy is
very strong and also highly deregulated in line with European Union policies. France
represents a very large potential market with a high standard of living and purchasing
power. The economy is highly open internationally and conducts a high percentage of
trade within its European partners.
With regards to its social situation, France has a broadly central/southern European
culture which has many similarities with the UK. However cultural differences do existand these must be considered when planning for the market.
France has a high technological level and a lot of industries are based in the
technological sector. This technological base constitutes one of Frances competitive
advantages
Threats
Due to its confectionary products, it is very important for Cadbury to be aware of any present or upcoming threats. The company should take note of the changes in the
consumers buying trend. It is perceived that consumers might shift from chocolates to
Healthy snacks. If this were to happen, there might be a poor product development
which would tarnish the Cadburys name. Needless to say price wars would occur
between its competitors like Mars, Hershey and Nestle. Due to the abovementioned, there
would be seasonal sales slumps all year round which will reflect to an increase in cost of
the raw materials needed. Cadbury would then have to be prepared for growth of small
local gourmet chocolates and regional candy manufacturers. However if Cadbury were to
market its products in France, the company has to be aware of the risks it could
encounter. It might:
Not understand foreign customer preferences and fail to offer a competitively attractive
Products
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Not understand the foreign countrys business culture or know how to deal effectively
with foreign nationals;
Underestimate foreign regulations and incur unexpected costs.
Threat of entry due to the competition growing through acquisition.
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1.4 COMPETITOR ANALYSIS
1.4.1NESTLE INDIA
Nestle India was promoted by Nestle Alimentana,Switzerland, a wholly owned subsidiary of Nestle
Holdings Ltd., Nassau, Bahama Islands. Nestle is
one of the oldest food MNC operating in India, The Swiss food giant has been in India
for 90 years, with six manufacturing plants, 3,500 employees and almost $500 million in
sales in 2002. Nestle has a presence in the following categories - Baby Food, Milk
products, Beverages (Coffee, malted beverage), Chocolates & confectionery and other
processed food products. Nestle forayed into chocolates & confectionery in 1990 and has
cornered a fourth share of the chocolate market in the country. Chocolates contributes
14% to Nestles turnover. It has expanded its products range to all segments of the
market. In fact, Nestle is the fastest growing company in chocolates in India. Nestle
achieved roaring success by grabbing the Rs 5 price point. From Jan Sep 05, Nestle
chocolates witnessed a growth of 14.8 per cent.
1.4.2 Amul (GCMMF)
The Rs 2,748-crore GCMMF is in chocolate segment
since quite some time. However, its market share is just
5% and the company did not look aggressive till
recently. Amul chocolates used to come in not so attractive packages and very little
marketing effort was seen. But things have changed and for good. Amul is now an
important player in this growing chocolate industry. It has firmed up its measures with
marketing and new product launches and revamping its packaging. Amul just recently
launched new chocolate brands in the market - Rejoice, Kite Bite and Nuts `bout You.Amul targeted various segments with its new product, including housewives from SEC A
and B households, caterers, bakeries, restaurants, biscuit manufacturers, ice-cream
parlours, and confectioners.
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1.4.3 CAMPCO (Central Arecanut and Cocoa
Manufactures and Processors Co-operative)
CAMPCO willingly took up the responsibility to enter the
cocoa marketAs a strategy for survival in the International
scene the CAMPCO played a major role in establishing a name for Indian Cocoa, which
hitherto had not been achieved. It procured cocoa pods from growers and adopting
scientific processing methods to market standards, released dry cocoa beans matching in
quality in the world market equal to that of Ghana, Brazil and other cocoa cultivation
nations. After entering into the Cocoa market, the Co-operative was able to export Cocoa
Beans worth Rs 40 million to European countries in the initial phase of operations. India
was not known as a Cocoa producer in the international Trading Community, since yearly
production was hardly 5 to 6 thousand tonnes which is not even 0.3% of the total world
consumption. Through sustained efforts CAMPCO has been able to ensure reasonable
prices to Cocoa growers. The Co-operative had to face the problem of a limited internal
market and unremunerative export market. With the setting up of the chocolate
manufacturing factory at Puttur, 50KM from Mangalore, the Co-operative has been able
to increase local consumption of cocoa based products and to export value added semi-finished products. With a view to creating a permanent demand and a steady market for
the beans
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CHAPTER 2
CONCEPTUAL DISCUSSION
CHAPTER 2
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CONCEPTUAL DISCUSSION
2.1 MEANING OF GOAL
A goal orobjective is a projected computation of affairs that a person or a system plans
or intends to achievea personal or organizational desired end-point in some sort of
assumed development. Many people endeavor to reach goals within a finite time by
setting deadlines It is roughly similar to purpose of aim, the anticipated result which
guides reaction, or an end, which is an object, either a physical object or an abstract
object, that has intrinsic value
2.2 GOAL SETTING
Goal-setting ideally involves establishing specific, measurable, attainable, realistic and
time-targeted objectives. Work on the goal-setting theory suggests that it can serve as an
effective tool for making progress by ensuring that participants have a clear awareness of
what they must do to achieve or help achieve an objective. On a personal level, the
process of setting goals allows people to specify and then work towards their own
objectives most commonly financial or career-based goals. Goal-setting comprises a
major component of Personal development. A goal can be long-term or short-term.
2.2.1 Short-term goals
Short-term goals expect accomplishment in a short period of time, such as trying to get a
bill paid in the next few days. The definition of a short-term goal need not relate to any
specific length of time. In other words, one may achieve (or fail to achieve) a short-term
goal in a day, week, month, year, etc. The time-frame for a short-term goal relates to its
context in the overall time line that it is being applied to. For instance, one could measure
a short-term goal for a month-long project in days; whereas one might measure a short-
term goal for someones lifetime in months or in years. Planners usually define short-
term goals in relation to a long-term goal or goals. and all of the people like to work and
work hard on there achievements.
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2.2.2 PERSONAL GOAL
Individuals can set personal goals. A student may set a goal of a high mark in an exam.
An athlete might run five miles a day. A traveler might try to reach a destination-city
within three hours. Financial goals are a common example, to save for retirement or to
save for a purchase. Managing goals can give returns in all areas of personal life.
Knowing precisely what one wants to achieve makes clear what to concentrate and
improve on, and often subconsciously prioritizes thatgoal. Goal setting and planning
("goal work") promotes long-term vision and short-term motivation. It focuses intention,
desire, acquisition of knowledge, and helps to organize resources. Efficient goal work
includes recognizing and resolving all guilt, inner conflict or limiting belief that might
cause one to sabotage one's efforts. By setting clearly-defined goals, one cansubsequently measure and take pride in the achievement of those goals. One can see
progress in what might have seemed a long, perhaps impossible, grind.
2.3 GOAL MANAGEMENT IN ORGANISATION
Organizationally, goal management consists of the process of recognizing or inferring
goals of individual team-members, abandoning no longer relevant goals, identifying and
resolving conflicts among goals, and prioritizing goals consistently for optimal team-collaboration and effective operations. For any successful commercial system, it means
deriving profits by making the best quality of goods or the best quality of services
available to the end-user (customer) at the best possible cost. Goal management includes:
Assessment and dissolution of non-rational blocks to success
Time management
Frequent reconsideration (consistency checks)
Feasibility checks
Adjusting milestones and main-goal targets
Morten Lind and J.Rasmussen distinguish three fundamental categories of goals related
to technological system management
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1. Production goal
2. Safety goal
3. Economy goal
An organizational goal-management solution ensures that individual employee goals andobjectives align with the vision and strategic goals of the entire organization. Goal-
management provides organizations with a mechanism to effectively communicate
corporate goals and strategic objectives to each person across the entire organization. The
key consists of having it all emanate from a pivotal source and providing each person
with a clear, consistent organizational-goal message. With goal-management, every
employee understands how their efforts contribute to an enterprise's success.
An example of goal types in business management:
Consumer goals: this refers to supplying a product or service that the
market/consumer wants
Product goals: this refers to supplying a product outstanding compared to other
productsperhaps due to the likes of quality, design, reliability and novelty
Operational goals: this refers to running the organization in such a way as to make
the best use of management skills
, technology and resources Secondary goals: this refers to goals which an organization does not regard as
priorities
2.4 TYPES OF GOALS
2.4.1 PHYSICAL GOAL
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These are the goals that are related to your physical well being and health. If you need
to loose weight, or improve your physical condition and health in some way, you will
need to set these goals
2.4.2 CAREER GOAL
Where do you want to be in your career five years from now, ten years from! In what
position you see yourself and what you will do to reach there, what kind of value
addition you will do to your skills, both hard and soft, will fall under career goals
2.4.3 FINANCIAL GOAL
When are you planning your retirement, what kind of house you want to live in, whatkind of car you want to drive, where you want to go for vacation, what kind of
education do you want to afford for your children? Answer to all these will depend on
you financial planning, and achievement of your financial Goal Setting
2.4.4 RELATIONSHIP & FAMILY GOAL
Relationships and your family are one of the biggest assets that you may have. How
will you improve your old friendships, and make new ones? What will you do for
your spouse, children, parents, greater family, so as to take these relationships to a
greater depth? It is worth it to set goals in this area to have a fulfilled life.
2.4.5 SELF DEVELOPMENT & SPIRITUAL GOAL
A person is like a fruit. As long as you are green you are growing. If you stop
growing you ripen and fall to ground. One of the greatest blessings of human life is
the lifelong ability to learn. So, keep learning, keep growing internally. Set goals for
improving your attitude, self image, faith etc. People those who are spiritually higher
enjoy better self image, better relationships, and more financial success as they have
stronger faith. Spiritual upliftment is an important purpose of all human life and one
should set goals in this area of self development
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2.4.6 PLEASURE GOAL
As the children of God it is your right to enjoy and have pleasure. Set goals for your
enjoyment and how you are going to spend time for yourself. Goals may be set for
entertainment, learning new art or for taking up new hobbies
2.4.7SOCIAL GOAL
More often your success will be measured by what you do for the society rather than
your personal achievements. As a human being it is your responsibility to give back
to society more than what you receive from it. Any goals that you set for this purpose
are Social Goals. If you look at the above goals carefully you will see that all these
goals are actually interdependent. For example how well you will do financially
depends on your progression in your career. Similarly your career, relationships will
depend on the level of your personal and spiritual development as well as your
physical well being. The type of pleasure that you will be able to afford and even
some of the relationships that you will enjoy will be dependent on your career and
financial situations. Of course you will not want to expand your family if you can not
afford it financially. So, while setting a goal, you should take into consideration
different aspects of your life. Then only you will be able to enjoy a balanced success.If you set goals that are only materialistic in nature, such as only career goals and
financial goals, while neglecting other goals in life, chances are that you will do well
in these two areas, but will be stressed out, burned out, and unhappy at that the end of
it. Here, I wish to make myself clear. I am not against accumulation of wealth, but in
its favour. Many, people say that too much money is bad, or money is evil. I do not
believe in it. Money is a great indices of success, and can bring immense joy. In this
material world it can give you power to help others, and do a lot of other things. It is
bad or evil when money becomes your god. It is evil, when you run after money, thus
sacrificing everything else that will ultimately matter, such as your values,
relationships, health and eventually mental peace. It is our attitude towards money
that can be good or bad, not money itself. This was about the types of goals. In the
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next pages I have tried to give you a clear guideline for setting goals and achieving
them
2.5CHARACTERSTICS OF GOAL
In order for the goals to be effective they should be SMART, i.e.Specific, Measurable
Attainable, Rewarding and Time bound. If any of these ingredients is missing, it will not
be possible for the goals to fulfill their purpose
2.5.1SPECIFIC
What is it that you want, from a particular goal? What you want to achieve? Everything
must be clearly specified. For example, you want to buy a car. It can not be goal if you
say any car will do. You have to be specific about the details such as the make, model,
color, interiors, and the price.
It is better to write them down and stick it on the wall or door of refrigerator or any place
where you can see it every time. If the goal has a picture, put it up. These specific details
program your sub-conscious mind, and your focus shifts from the obstacles to the efforts
that you can make to attain the goal
2.5.2MEASURABLEYou need to identify the quantifiable aspect of the goal. This way you will be able to
measure your progress, and actually remain motivated. For certain kinds of goalsyou may
not be able to measure the results, especially for relationship goals or spiritual goals, but
you can always record the activities that you are doing that will take you towards
thegoal
2.5.3ATTAINABLESetting goals that are unrealistic can actually have a negative effect rather than positive
one. It is good to stretch yourself a bit, so that you can grow more towards your potential,
but it must not be something that is impossible
Some people set goals, more to impress others. Many times people set to be real
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unattainable goals so that they can later blame their failure on the goal that was
impossible to start with. These kinds of unrealistic goals can lead to frustration. So, set
goals that may be difficult and challenging but not impossible
2.5.4REWARDING
You want to buy that dream car of yours. For that you are working hard and increasing
your income and savings. But why? Why do you want to buy that particular car? How
will you feel while taking out your family in it? The feeling that you get on achieving the
goal is the reward that will keep you motivated in face of challenges and obstacles and
prevent you from quitting. These rewards could be of different types based on the type of
goals discussed in last page. It could be positions in your career, material rewards based
on your financial well being, physical, spiritual, or relationships oriented
2.5.5TIMEBOUND
The final ingredient of SMART goal is that it must be time bound. It must not be too
short, as it will make the goal unattainable, and not be too much. Time is one of the
prices that you are paying for the goal, and you must give it time that the goal is worth.
Setting deadline will also insure you against procrastination and perfectionism. Based on
the time goals could be either Long term (10 to 25 years), medium term (5-10 years), orshort term (1-5 years). There will also be monthly goals, weekly goals and daily goals.
The bigger goals in the life must be set first and an action plan prepared to achieve them.
These bigger goals are usually the long terms goals or life goals. The action plan of these
long term big goals will contain smaller medium term goals with their own individual
action plans, which in turn will contain even smaller goals till they boil down to monthly
and daily goals. As the goals become smaller, you will see that they become more
specific and measurable. These smaller goals are extremely important as they keep you
on your toes and keep you moving towards the bigger and bigger goals in your life. These
small goals provide you daily motivation to persevere and help you to grow towards your
potential. When you consistently achieve your daily goals, you achieve monthly goals
automatically. When you achieve monthly goals, you will achieve your short-terms goals,
and then medium and in the end long term goals. However, goal setting is a continuous
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exercise. Long terms goals of today will become medium term tomorrow and medium
term will become short term.
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CHAPTER 3
RESEARCH METHODOLOGY
CHAPTER 3
RESEARCH METHODOLOGY
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It refers to the method adopted to collect the relevant data and other information, which
forms the basis of the thesis writing. So for the effective writing of the thesis report, the
data must be quality oriented. My research is divided into two stages:
3.1 RESEARCH DESIGN
In order to produce empirical evidence, data collection is necessary in a particular
location. The process of discovery requires primary as well as secondary data, which
have to be collected using appropriate methods and techniques, including household
surveys and rapid appraisal methods. The study included both "exploratory" and
"evaluation" analysis. An analysis was done using "with" and "without" project situations
in order to see the comparative advantages and disadvantages of alternative and
traditional energy technologies. With and without project situations refer to the areas
with and without project intervention by the Rural Energy Development Program(REDP) Additional primary data was gathered from key people such as women's group
leaders, community leaders, the village elders, energy development group,
promoters/facilitators, project staffs and professionals through using participatory
research methods. Efforts were made to avoid some data collecting errors such as
coverage error (not allowing every household in the study area to have an equal chance of
being sampled), sampling error (only some members being asked to provide
information), and measurement error (obtaining inaccurate answers to survey questions
due to unclear questions or instructions, tendency to provide socially acceptable answers,
and deliberately lying). Having an up-to-date household population list, random
sampling, indirect questioning and trust building with the respondents minimized these
errors. Before the field data collection took place at various levels, a considerable time
period was given to the literature review to build up the strong theoretical background of
the study. An in depth review of the literature helped to understand the issues of rural
energy, gender and energy issues, and interventions and sustainability in depth to identify
the position of other scholars in the field.
3.2 METHODOLOGY
Methodology is a way of thinking about and studying social reality and is a way to
systematically underneath the reasons behind the phenomenon. The methodology
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followed for conducting the study includes the specification of research design, sample
design, questionnaire design, data collection and statistical tools used for analyzing the
collected data.
3.3 RESEARCH FRAMEWORK
.
Incontrast the qualitative approach uses various participatory research methods, and small
case studies with an emphasis on a gender analysis framework. Information collected
through quantitative approaches was analyzed and interpreted using appropriate statistical
tools and techniques. Qualitative information was categorized according to groups of
parameters and interpreted in a descriptive way. I used the triangulation of methods in
order to avoid any biases in data sources such as household survey and participatory
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research methods and they were used in conjunction with the evidences supported
through the review of literature.
3.4 DATA SOURCE
3.4.1 Primary Data - The relevant information has been generated from the medium of
interviews. Interview had been very helpful in analyzing the information collected from
secondary data. The data that are still needed after that search is completed will have to
be developed specifically for the research project and are known as primary data. An
important source of primary data is survey research. The various types of
surveys (personal, mail, computer, and telephone), are described ahead. Experiments are
another important source of data for marketing research projects. Experiments areconducted in either a laboratory setting (most advertising copy pretests) or in a field
setting (test marketing). Electronic and computer technologies have revolutionized both
these environments,
3.4.2 Secondary Data- Secondary data represents information that already exists
somewhere, having been collected for another purpose. The secondary data that are
available are relatively quick and inexpensive to obtain, especially now that computerizedbibliographic search services and databases are available. The various sources of the
secondary data and how they can be obtained and used are described ahead. Most
secondary data are generated by specialized firms and are sold to marketers to help them
deal with a category of problems. Nielsens television ratings, which marketers use in
making advertising decisions, is the best-known example. Many of these services,
broadly categorized as audits, commercial surveys, and panels, allow some degree of
customization and thus fall between secondary and primary data. These sources are
treated in detail ahead. The secondary data sources that came to be utilized by me in
these were as follows-
I Internal Sources- Internal sources can be classified into four broad categories:
(a) Accounting records : The basis for accounting records concerned with sales is the
sales invoice. The usual sales invoice has a sizable amount of information on it, which
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generally includes name of customer, location of customer, items ordered, quantities
ordered, quantities shipped, dollar extensions, back orders, discounts allowed, date.
(b) Sales force reports: Sales force reports represent a rich and largely untapped
potential source of marketing information. The word potential is used because evidence
indicates that sales personnel do generally not report valuable marketing information.
Sales personnel often lack the motivation and/or the means to communicate key
information to marketing managers.
(c) Miscellaneous records: Miscellaneous reports represent the third internal data
source. Previous marketing research studies, special audits, and reports purchased from
outside for prior problems may have relevance for current problems.
(d) Internal experts: One of' the most overlooked sources of internal secondary data is
internal experts. An internal expert is anyone employed by the firm who has special
knowledge.
II. External Sources- External sources can be classified in to seven categories
(a) Computerized database: A computerized database is a collection of numeric dataand/or information that is made computer-readable form for electronic distribution.
(b) Associations: Associations frequently publish or maintain detailed information on
industry sales, operating characteristics, growth patterns, and the like. Furthermore, they
may conduct special studies of factors relevant to their industry. These materials may be
published in the form of annual reports, as part of a regular trade journal, or as special
reports.
(c) Government agencies: Federal, state, and local government agencies produce a
massive amount of data that are of relevance to marketers. In this section, the nature of
the data produced by the federal government is briefly described.
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(d) Syndicated services: A wide array of data on both consumer and industrial markets is
collected and sold by commercial organizations.
(e) Directories: Any sound marketing strategy requires an understanding of existing and
potential competitors and customers. Suppose you were asked to prepare a report on the
forest products industry, to aid your organization in developing a sales and marketing
approach to lumber manufacturers. A number of services and directories would prove
useful. A general industry directory such as Thomas Register ofAmerican Manufacturers
is a good starting place
(f) Other published sources: There is a virtually endless array of periodicals, books,
dissertations, special reports, newspapers, and the like that contain information relevantto marketing decisions.
(g) External expets: External experts are individuals outside your organization whose
job provides them with expertise on your industry or activity. State and government
officials associated with the industry, trade association officials, editors and writers for
trade and publications, financial analysts focusing on the industry, government and
university researchers, and distributors often have expert knowledge relevant to
marketing problems.
3.5 OBJECTIVES OF STUDY
1. The study of pricing of Cadbury different products and which techniques they use to
maximize the profit.
2. We study the how Cadbury increase their profit by introducing new product.
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3. We have done a comparison of Cadbury by its competitors.
4. The place Cadbury has in market.
5. We have studied the ongoing battle in the confectionery market.
6. What are the difficulties, which Cadbury faces, in past years.
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CHAPTER 4
FINDING AND ANALYSIS
CHAPTER 4
FINDINGS AND ANALYSIS
Percentage of people eating chocolate
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This pie chart shows that 74 % of the people eat chocolate which is actually very
exicting results for the companies especially for the Cadbury because it dominates almost
70% of the total confectionary market .only 26% of people do not eat chocolate.it is a
very good results which can really motivate the company to increase its production and
maximize its profit by selling more chocolates in the market.
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Different brands of chocolate that people usually eat
This diagram shows the interest of the people towards different brand. It reveals that
Cadbury is the most popular brand in the market. Most number of people prefer
Cadbury. It also indicates the nestle is the closest rival of Cadbury which has the
second highest sale after Cadbury. It isvery good result for the Cadbury as itmotivates the company to increase its production . so that its maximize its profit.
And continue to dominate in both domestic and international market.
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Number of the people which aware of the campaign of the brands
This is a pie chart which clearly reveals that how many consumers in the market are
aware of the different campaign which is currently going on in the market. It is quite sad
that only 54% percent people in the market are aware of the campaign and the remaining
people are not aware of such campaign. If company want to maximize its sale then it
really have to make the people aware of the following campaign. And make the people
knows about it product.
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Different product of Cadbury in the market that people likes
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C
adbury has many product in the market which they offers to the people. Some of them are
dairy milk, five star, fruit & nuts , perk and temptation. This diagram indicates that dairy
milk is the most popular brand among consumers . after dairy milk 5 star is the second
most popular product of the Cadbury and temptation is the third most popular product.
And then perk and then fruits & nuts .this indicates that Cadbury brand is most popular
among the consumers and the product they offers are also popular among the consumers.
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Availibility of Cadbury in the market
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Assort choco is 2.2%, Block choco is 10.9% and strips share is 1.1%. So this is the totalconfectionary segment share.
4.1 DATA ANALYSIS AND FINDING
After analyzing the data we came to conclusion that Cadbury is the most popular brand in
the market. It nearly dominates about 70% of the total confectionary market. . Nestle has
emerged as a significant competitor with about 20% market share. Key competition in the
chocolate segment is from co-operative owned Amul and Campco, besides a host of
unorganized sector players. There exists a large unorganized market in the confectionerysegment too. Even though nestle has 20% share in the market but still it is very far away
from Cadbury. Cadbury completely dominates the whole confectionary market. Whatever
product Cadbury made it is completely able to sell in the market. Because Cadbury
manufactures quality products.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.
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CHAPTER 5
CONCLUSION AND SUGGESTION
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CHAPTER 5
CONCLUSIONS AND SUGGESTIONS
5.1 Conclusion
Cadbury Schweppes prepares financial statements because: As a listed company, it is
legally required to do so. Cadbury Schweppes wants to communicate a true and fair
picture of the financial state of the company to its shareowners and external analysts.
The company values transparency and honesty and aims to reflect this is all its
communications, both internally and externally. Cadbury won the Communication of
Corporate Strategy Award at the PricewaterhouseCoopers 'Building Public Trust' awards
in 2005. This publicly recognized the high standards of the company's reporting: 'a highly
accessible overview of its short-term strategy, major markets and measurable Price plays
an important role in the purchase of a product like dairy milk they have introduced dairy
milk the most popular chocolate in Rs.5 also which is within the reach of every customer.Consumer prefers quality goods at lower price like Cadbury people just introduced bytes,
which is a snack, which is sweet. Consumer is loyal to brand so its necessary to pay
attention to the brand image. In todays world most of the people see the image of the
product and then purchase it. So its necessary to make an image in market. Consumer
prefers those goods whose advertisements are shown on television. Price should be
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according to the competitors price .i.e the price of Cadbury should be less or same as the
competitors price.
5.2 SUGGESTION
There should be difference in pricing strategy of Cadbury i.e. in term of rural and urban
areas. It should show more and more ad of the chocolates that it is offering. For Example,
Cadbury only emphasis on Dairy milk chocolate the most and not the other products. It
should introduce different schemes like giving mask to the children with their product to
attract children the most. The packaging of the Cadbury product should be made more
attractive so that more and more people attractive towards it. Every customer likeschanges if not they get used to it but they should take risk.
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BIBLIOGRAPHY
www.cadburyindia.a.com
www.findarticles.com
www.cadbury.co.uk
www.economictimes .com
www.wikipedia.org