cadbury marketing new file

8/12/2019 Cadbury Marketing New File

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A PROJECT REPORT ON

MARKET SURVEY OF THE CADBURY`S PRODUCT

&

TO FOCUS CadburyIN MODERN TRADE/TRADITIONAL TRADE/N.C.DAT GURGAON

Under the guidance of

Corporate Guide:- Faculty Guide:-

MR. IFTAKHAR KHAN MR.ANSHUL SHARMAArea Sales Manager HEAD OF DEPARTMENTCadbury India. Ltd. S.D.COLLEGE OF MANAGEMENT

BY

MR. KAPIL DHINGRAMBA 3

RDSEM

S.D.COLLEGE OF MANAGEMENT


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ISRANA, PANIPAT, HARYANA, INDIA

ACKNOWLEDGEMENT

I would like to take this opportunity to thanks and express my gratitude to all who havehelped and made this project a success.

I would like to extend my gratitude and special thanks to Mr. KARUNAM(VP-HR),for

giving me an opportunity to gain experience and expertise in an esteemed organizationlike Cadbury. I would also like to thanks Mr. ITKHAR KHAN (AREA SALESMANAGER) for extending constant guidance and support throughout the period ofInternship. Their continuous support and guidance has helped me enhance my skills both

personally and professionally.

I would also like to express my immense gratitude to all the other team members atCadbury. The working environment of the company was very healthy and provided mean opportunity to learn.

Further , I would wish to extend my thanks to my Institute for giving me an opportunityto enhance my learning and skill base in the retail sector by including a two monTHIStraining programme as a part of our curriculum.

KAPIL DHINGRA


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INDEX

S. No. Particulars

(1) Preface

(2) Introduction

(3) Company Profile

(4) Mission Statement(5) Industry Profile

(6) Research Methodology

(7) Limitations

(8) Findings and Analysis

(9) Conclusion

(10) Recommendation(11) SWOT

(12) Appendix

- Questionnaire

- References

(13) Corporate Status


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PREFACE

The core of the first project lies in the MARKET STUDYOF RETAIL OUTLETS andAWARENESS LEVELof Cadbury. This is very important to analyze the RETAILERSneeds and their requirements. The scope of the project lies in its essence in identifying theconsumer buying behavior at Cadbury. It also aims to analyze the store performance onthe basis of different parameters.

The second project involves to focus the Cadbury in corporate/ BPOs.

The well planned, properly executed and evaluated project helps both the Managementtrainee (students) as well as Industry. The management trainee gets first hand lineindustry experience of the current corporate scenario, market conditions and businessenvironment which are not available in the text book. With the help of above tools theydevelop themselves as the perfect business personality of future business would haveexcellence in all trade.

On the other hand with the help of young blood and fresh brain full of innovativethoughts and ideas, industry came to know about market strength and weaknessescompetitor strategies, problem of customer and services etc.


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INTRODUCTION


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INTRODUCTION

Project - I

Objective of the project

Primary Objective

To study the retailer profile & customer behavior in retail stores withspecial reference to Cadbury.

To make the retailers AWAREwith new products, and M.S.S

Secondary Objective

To study the satisfaction level of retailers with respect to merchandise andservices.

To find out the demographic profile of the customers. To find out the competitor of Cadbury.(Competitor Analysis) To find the purchasing time of the customers. To study the effectiveness of Advertisements of Cadbury.

List of Information

Various type of Merchandise available in the store. Merchandise Assortment. Various facilities provided by the store. Personal information. Floors and Sections information. Store working hours. Customer profiles and Target customers


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Project - II

Primary Objective

To know the potential of corporate sale for Cadbury products and topropose, thereafter, the strategies for effective approach to improve thesales through promotional activities.

Secondary Objective

To create awareness about Cadbury in corporate/ BPOs at Gurgaon.

List of Information

Personal observation by visiting various companies. Companys feedback/ Responses.


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HISTORY


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The origins of chocolate can be traced back to the ancient Maya andAztec civilisations in Central America, who first enjoyed 'chocolatl'; amuch-prized spicy drink made from roasted cocoa beans.

Throughout its history, whether as cocoa or drinking chocolate beverage orconfectionery treat, chocolate has been a much sought after food.

Because cocoa beans were valuable, they were given as gifts on occasions such as achild coming of age and at religious ceremonies. Merchants often traded cocoa beansfor other commodities such as cloth, jade and ceremonial feathers.

''Chocolate' (in the form of a luxury drink) was consumed in largequantities by the Aztecs: the drink was described as 'finely ground, soft,foamy, reddish, bitter with chilli water, aromatic flowers, vanilla and wildbee honey'.

The dry climate meant the Aztecs were unable to grow cocoa trees, and had to obtainsupplies of cocoa beans from 'tribute' or trade.

The Spanish invaded Mexico in the 16th century, by this time the Aztecshad created a powerful empire, and the Spanish armies conqueredMexico. Don Cortes was made Captain General and Governor of Mexico.

When he returned to Spain in 1528 he loaded his galleons with cocoa beans andequipment for making the chocolate drink. Soon 'chocolate' became a fashionable drinkenjoyed by the rich in Spain..

An Italian traveller, Francesco Carletti , was the first to break the Spanishmonopoly. He had visited Central America and seen how the Indiansprepared the cocoa beans and how they made the drink, and by 1606chocolate was well established in Italy.


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The secret of chocolate was taken to France in 1615, when Anne, daughter of Philip IIof Spain, married King Louis XIII of France.

The French court enthusiastically adopted this new exotic drink, whichwas considered to have medicinal benefits as well as being a nourishingfood.

Gradually the custom of drinking chocolate spread across Europe, reaching England in

the 1650s.

Up until this point all chocolate recipes were based on plainchocolate .

It was an English doctor, Sir Hans Sloane, who - after travellingin South America - focused on cocoa and food values, bringinga milk chocolate recipe back to England.

The original Cadbury Milk Chocolate was prepared to his recipe.

CHOCOLOGY:-

People around the world have grown up enjoying chocolate as a favourite treat for

countless generations. But just how much does the average person really know aboutthe potential benefits, beyond the great taste, that chocolate and its key ingredient -cocoa - provides? We all know that a bit of chocolate tends to make you feel good, but awealth of research suggests that people can now have even more reasons to enjoy it.The last decade has seen a significant increase in our research and understanding ofcocoa and chocolate. But understanding the properties of chocolate is not just a recentdevelopment. For centuries, civilizations from Mexico to Europe have recognised thebenefits of cocoa and chocolate for medicinal and therapeutic uses as well as a food,beverage or treat. It has even been hailed as an aphrodisiac!

Paul Hebblethwaite"Professor of Chocology"Of course, we all need to ensure we don't over indulge and that we see chocolate as atreat but researchers are continuing to uncover more reasons to enjoy cocoa and cocoa


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products. "Chocology", the science behind chocolate, opens up that research andpresents the facts in an easy to use report that we hope will be a useful resource whentalking about the benefits that chocolate can offer.

Join us in the exploration of "Chocology" - You may discover that there's more tochocolate than meets the eye.

Reasons to believe Body of Evidence - Where can you feel the Benefits? Myths and Facts about Chocolate Did you know?

CocoaLong before the current trend towards organic ingredients, cocoa was one of the bestknown natural foods. In its purest form cocoa is a natural food. The cocoa tree producescocoa pods that grow from the trunk or branch of the tree. These pods contain the

beans which characterise the finished chocolate. The cocoabeans are fermented under banana leaves to bring out the chocolate flavour and thendried under the tropical sun. They are then shelled and ground to produce chocolateliquor, an essential ingredient for making chocolate. The liquor can also be pressed toremove the fat and is cooled and ground to produce pure cocoa powder.

Antioxidant PowerCocoa contains high levels of naturally occurring compounds called flavanols and arange of other polyphenols that have been shown to reduce blood pressure helping toimprove heart health. Polyphenols have antioxidant properties and work by fighting thefree radicals which attack cells causing disease and accelerated ageing. They arebelieved to impact on arteries and blood qualities, helping to reduce the risk factors forcardio-vascular disease, through lowering blood pressure and improved blood plateletfunction. Scientists have found that the polyphenols relax vessels by increasing thechemical nitric oxide. This has been shown in new studies at many universities aroundthe World1.

Dark chocolate contains especially high levels of flavanols and other polyphenols - this
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helped to boost sales of dark chocolate by over 15% in the UK last year2!

It's not just bars of chocolate that have these high levels of antioxidants - a recent study

revealed that hot chocolate beverages, high in cocoa content, can containconcentrations of antioxidants similar to those in red wine or tea.

Deliciously NutritiousChocolate and cocoa containing products are often criticised as being low in nutritionalvalue and "empty calories". On the contrary, milk chocolate for instance contains manyvitamins including B1, B2, and E as well as minerals including potassium, sodium,magnesium, phosphorus, zinc, copper, manganese and by far the most important,calcium, providing over 15% of the recommended daily requirement in a 49g bar ofCadbury's Dairy Milk, all of which help to keep us healthy. In light of recent researchwhich suggests taking supplements may be detrimental to your health, it's good to know

that chocolate and cocoa contain so many nutrients!

Boosting Brain PowerA recent study in the United States at Wheeling Jesuit University, West Virginia (May

2006) has suggested that eating chocolate may improve the way our brains work. Thetheobromine and phenylethylamine, as well as the caffeine in chocolate appear toincrease alertness and mental performance4. The team found that scores for verbal andvisual memory were significantly higher for those people who had eaten milk chocolate,and the consumption of milk and dark chocolate was associated with improved impulsecontrol and reaction time.Similar work at the University of Nottingham has shown that the consumption of darkchocolate can increase blood flow to the brain leading to improved cognitive function.

In the MoodChocolate is said to contain at least 300 natural chemical compounds, resulting in a

complex range of tastes and odours that connect with the human brain as it runs overthe taste buds of the tongue. The slowly released energy and feelings of fullness andsatisfaction induced by its sugar and fat content, refuel the body's energy levels andcreate feelings of wellbeing. Eating chocolate triggers the release of endorphins, moodenhancing chemicals produced by the brain. These produce feelings of pleasure.

Chocolate has such a luscious texture and aroma that all the body's taste and olefactorysensors are fully exploited, heightening the pleasure of the experience. So much so thata recent survey by Cadbury has found that 52% of women prefer eating chocolate to


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having sex! Over the years, psychiatrists and researchers have pointed out substancesin chocolate that they think may make us like it so much - however, they're in such smallamounts they can't really be the reason we crave chocolate.

The simple pleasure of chocolate melting in the mouth adds to the pleasure of eating it -chocolate has the property of melting at body temperature, cooling the mouth slightly asit does so. Most interestingly, one expert has pointed out that "chocolate's a blend offlavours and aromas so complex that food chemists have never been able to duplicate itin the lab 5 ." We may never understand why chocolate makes us feel good, adding toits mystery. A standard 45g bar of dark chocolate contains 12% of the RecommendedDietary Allowance (RDA) of iron. Iron is essential in transporting oxygen in the blood toall parts of the body, and an iron deficiency can cause anaemia.

When cocoa is combined with ingredients such as milk, sugar, fruit and nuts significantquantities of nutrients are provided- giving nutrition and energy as well as great taste.

But as the products are often high in fats and sugars it is important that consumption isin moderation and that such products are consumed infrequently as "treats" - but arecertainly not "empty calories".

TeethWhile you should always brush teeth, naturally occurring substances in cocoa, such astannins, may play a role in inhibiting plaque formation by coating the teeth to protect

them6.

BrainEating chocolate releases endorphins, hormone-like natural substances, which producea feeling of pleasure and reduce sensitivity to pain. Chocolate contains manysubstances that act as stimulants, such as theobromine, phenylethylamine, andcaffeine. Research has found that consuming chocolate can lead to increased mentalperformance.

ThroatA study carried out by Imperial College, London in 2004 claimed that high doses of

theobromine contained in chocolate are a third more effective at stopping persistentcoughs than codeine.

HeartResearch by Professor Carl Keen at the University of California in 2000 has shown thata bar of milk chocolate (45g) contains the same quantity of antioxidants as a 150mlglass of red wine. Dark chocolates with higher levels of cocoa contain even more, aspresented in February 2006 at the American Association for the Advancement ofScience's (AAAS) annual meeting in Boston.


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CirculationA number of studies, including one at the University of Cologne revealed that dark

chocolate helps lower blood pressure10. The study focused on adults with untreatedmild hypertension, some of whom had white chocolate, some dark. Blood pressureremained fairly unchanged in the group that ate white chocolate, which does not containflavanols. But after two weeks, blood pressure readings had dropped significantly in thegroup who consumed dark chocolate.

BonesMilk and milk products have been part of our diet for thousands of years and the milk inchocolate - particularly milk chocolate - provides useful quantities of a wide range ofnutrients including calcium. A 49g bar of milk chocolate provides over 15% of the adultReference Nutrient Intake (RNI) of calcium. Drinking chocolate made with milk contains

even more calcium.

Eating Chocolate Is Inconsistent With A Healthy DietWith so much going for it, it's unfortunate that chocolate is often surrounded by mythsand misconceptions that result in its unjustified reputation as an 'unhealthy' food.Scientists are beginning to dispel common myths about the concerns of eatingchocolate, demonstrating the ways in which chocolate can make us feel good whenenjoyed in moderation. One example of this would be the high levels of cardiovascular

friendly antioxidants contained in chocolate - in fact, dark chocolate in particularcontains more antioxidants by volume than red wine11 12. There is no need to excludechocolate from a healthy diet as long as it is consumed responsibly and in the context ofthe dietary needs of the individual and their energy balance.

Chocolate causes Tooth DecayChocolate has sometimes been blamed for tooth decay but there is research showingthat chocolate isn't as bad for your teeth as people think. Research has indicated thatnaturally occurring substances in cocoa, such as tannins, may play a role in inhibitingplaque formation.

Eating Chocolate gives you spotsDespite the persistence of this myth, research by the Pennsylvania School of Medicineand also by the U.S. Naval academy13 found no link between acne and chocolateconsumption.

Chocolate has no nutritional valueFew people know that chocolate actually contains a number of important nutrients. Milkchocolate is a source of potassium, calcium and magnesium, while being low in sodium.It also provides us with vitamins - including B1, B2 and E.


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Chocolate is AphrodisiacThough not definitively proven, recent research has indicated that this might not be a

myth after all! A study conducted by San Raffaele hospital, Milan14 has found greaterlevels of sexual desire in the group that reported daily chocolate intake as opposed tothose who did not eat chocolate.

The calcium in a 49g milk chocolate bar provides over 15% of your daily ReferenceNutrient Intake (RNI). The magnesium in a 45g bar of dark chocolate provides 13% of a female's and 15%of a male's daily RNI. One 45g dark chocolate bar provides you with up to 12% of your daily iron RNI.

The copper in a 45g dark chocolate bar provides 27% of your RNI.As much as 22% of your RNI of riboflavin can come from a single 49g bar of milkchocolate.A 49g milk chocolate bar provides you with 33% of your recommended daily vitaminB12 intake.


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COMPANY PROFILE


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COMPANY PROFILE

Cadbury Overview:-

Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods andCadbury creates a global powerhouse in snacks, confectionery and quick meals.

With annual revenues of approximately $50 billion, the combined company is the world's secondlargest food company, making delicious products for billions of consumers in more than 160countries. We employ approximately 140,000 people and have operations in more than 70countries.

In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years ofexistence, it today has five company-owned manufacturing facilities at Thane, Induri (Pune) andMalanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi,Mumbai, Kolkota and Chennai). The corporate office is in Mumbai.

Our core purpose "make today delicious" captures the spirit of what we are trying to achieve as abusiness. We make delicious foods you can feel good about. Whether watching your weight orpreparing to celebrate, grabbing a quick bite or sitting down to family night, we pour our heartsinto creating foods that are wholesome and delicious.

Currently, Cadbury India operates in four categories viz. Chocolate Confectionery, Milk FoodDrinks, Candy and Gum category. In the Chocolate Confectionery business, Cadbury hasmaintained its undisputed leadership over the years. Some of the key brands in India are CadburyDairy Milk, 5 Star, Perk, clairs and Celebrations.

Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in theworld! Our billion-dollar brand Cadbury Dairy Milk is considered the "gold standard" forchocolates 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 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 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 overtwo decades, we have worked with the Kerala Agriculture University to undertake cocoaresearch and released clones, hybrids that improve the cocoa yield. Our Cocoa team visitsfarmers and advise them on the cultivation aspects from planting to harvesting. We also conductfarmers meetings & seminars to educate them on Cocoa cultivation aspects. Our efforts haveincreased cocoa productivity and touched the lives of thousands of farmers. Hardly surprisingthen that the Cocoa tree is called the Cadbury tree!

Today, as a combined company with an unmatched portfolio in confectionery, snacking and

quick meals, we are poised in our leap towards quantum growth. We are the world's No.1Confectionery Company. And we will continue to make today delicious!

Cadbury Fun Facts:-

The total weight of Dairy Milk produced worldwide in one year is equivalent to 7230elephants!

CADBURY WORLDWIDE:-

Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of KraftFoods and Cadbury creates a global powerhouse in snacks, confectionery and quickmeals. We are currently the world's No.1 confectionery and biscuit company. We arealso the worlds second-largest food company with sales in approximately 160countries. We employ approximately 140,000 people.

With an incredible brand portfolio, we contrive to make a delicious difference, today andeveryday.

Heritage: We have come a long way since J.L Kraft started selling cheese from a horsedrawn wagon in 1903. Hard work, imagination and commitment to bring the world itsfavorite foods has helped us grow into a company that touches more than a billionpeople in 160 countries. Everyday. One at a time.

Some fast facts on the combined company:

Our Global Reach

Approximately $50 billion in revenues


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25%+ of global revenue from emerging markets

#1 in global confectionery #1 in global biscuits

More than 50% of global revenue from snacks and confectionery

Our Brand Portfolio 11 brands with more than $1 billion in revenue 70+ brands with more than $100 million in revenue 40+ brands over 100 years old 80% revenue from #1 share positions


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HOW IS CADBURY

CHOCOLATEMADE?


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HOW IS CADBURY CHOCLATE MADE.????

The cocoa-bean -- the heart of the sweetest delicacy in the world -- is bitter! This is why,

up to the 18th century some native tribes ate only the sweetish flesh of the cocoa fruit.They regarded the precious bean as waste or used it, as was the case among theAztecs, as a form of currency.

The VarietiesThere are two quite different basic classifications of cocoa, under whichpractically all varieties can be categorised: Criollo and Forastero cocoas.The pure variety of the Criollo tree is found mainly in its native Equadorand Venezuela. The seeds are of finer quality than those of the Forasterovariety.

They have a particularly fine, mild aroma and are, therefore, used only in the productionof high-quality chocolate and for blending. However, Criollo cocoa accounts for only10% of the world crop. The remaining 90% is harvested from trees of the Forasterofamily, with its many hybrids and varieties. The main growing area is West Africa. Thecocoa tree can flourish only in the hottest regions of the world.

The HarvestImmediately after harvesting, the fruit is treated to prevent it from rotting.

At fermentation sites either in the plantation or at, collecting points, thefruit is opened.

FermentationThe fermentation process is decisive in the production of high quality raw cocoa. Thetechnique varies depending on the growing region.

DryingAfter fermentation, the raw cocoa still contains far too much water; in fact about 60%.Most of this has to be removed.

What could be more natural than to spread the beans out to dry on the sun-soakedground or on mats? After a week or so, all but a small percentage of the water hasevaporated.

CleaningBefore the real processing begins, the raw cocoa is thoroughly cleanedby passing through sieves, and by brushing. Finally, the last vestiges ofwood, jute fibres, sand and even the finest dust are extracted by powerfulvacuum equipment.

RoastingThe subsequent roasting process is primarily designed to develop the aroma. The entire


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roasting process, during which the air in the nearly 10 feet high furnaces reaches atemperature of 130 C, is carried out automatically.

Crushing and shellingThe roasted beans are now broken into medium sized pieces in the crushing machine.

BlendingBefore grinding, the crushed beans are weighed and blended according to specialrecipes. The secret of every chocolate factory lies in the special mixing ratios which ithas developed for different types of cocoa.

GrindingThe crushed cocoa beans, which are still fairly coarse are now pre-ground by specialmilling equipment and then fed on to rollers where they are ground into a fine paste.

The heat generated by the resulting pressure and friction causes the cocoa butter(approximately 50% of the bean) contained in the beans to melt, producing a thick,liquid mixture.

This is dark brown in colour with a characteristic, strong odour. During cooling itgradually sets: this is the cocoa paste.

At this point the production process divides into two paths, but which soon join again. Apart of the cocoa paste is taken to large presses, which extract the cocoa butter. Theother part passes through various blending and refining processes, during which someof the cocoa butter is added to it. The two paths have rejoined.

Cocoa ButterThe cocoa butter has important functions. It not only forms part of everyrecipe, but it also later gives the chocolate its fine structure, beautifullustre and delicate, attractive glaze.

Cocoa PowderAfter the cocoa butter has left the press, cocoa cakes are left which still contain a 10 to20% proportion of fat depending on the intensity of compression.

These cakes are crushed again, ground to powder and finely sifted in

several stages and we obtain a dark, strongly aromatic powder which isexcellent for the preparation of delicious drinks - cocoa. Cocoa paste,cocoa butter, sugar and milk are the four basic ingredients for makingchocolate. By blending them in accordance with specific recipes the threetypes of chocolate are obtained which form the basis of ever product assortment,namely:

KneadingIn the case of milk chocolate for example, the cocoa paste, cocoa butter, powdered or


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condensed milk, sugar and flavouring - maybe vanilla - go into the mixer, where theyare pulverized and kneaded.

RollingDepending on the design of the rolling mills, three or five verticallymounted steel rollers rotate in opposite directions. Under heavy pressurethey pulverise the tiny particles of cocoa and sugar down to a size ofapprox. 30 microns. (One micron is a thousandth part of a millimetre.)

ConchingBut still the chocolate paste is not smooth enough to satisfy our palates.But within two or three days all that will have been put right. For duringthis period the chocolate paste will be refined to such an extent in theconches that it will flatter even the most discriminating palate.

Conches (from the Spanish word "concha", meaning a shell) is the name given to thetroughs in which 100 to 1000 kilograms of chocolate paste at a time can be heated up to80 C and, while being constantly stirred, is given a velvet smoothness by the additionof certain amounts of cocoa butter. A kind of aeration of the liquid chocolate paste thentakes place in the conches: its bitter taste gradually disappears and the flavour is fullydeveloped. The chocolate no longer seems sandy, but dissolves meltingly on thetongue. It has attained the outstanding purity which gives it its reputation.

Who we are

Consumers inspire us

To make today delicious,we begin with our consumers.We listen, we watch, and we learn.We understand their joys and their challenges because we`re consumers too.

What we doWe make delicious foods you can feel about whether watching your weight or preparingto celebrate, grabbing a quick bite or sitting down to family night, we pour our hearts into creating foods that are wholesome and delicious.

Our reachWe believe we can make a delicious difference, everywhere we`re constantly looking forfresh ideas to improve our workplace, our partnerships, our commitments and our world.

How we behaveOur ValuesWe understand that actions speak louder than words, so at kraft foods:


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We inspire trust We act like owners We keep it simple We are open and inclusive. We tell it like it is. We lead from the head and the heart. We discuss. We decide. We deliver.

How we grow:-

We focus on creating sustainable, profitable growth. And our strategies guide ourefforts:

Build a high performing organization Reframe our categories Exploit our sales capabilities Drive down costs without compromising quality

About Our People:-

It takes great people to make great brands. Our approximately 140,000diverse employees around the world are the reason we succeed.


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CORPORATESOCIAL

RESPONSIBILITY


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Corporate Social Responsibility:-

Corporate Social Responsibility (CSR) is at the heart of our success

At Cadbury India we have always believed that good values and good business go handin hand. It's part of our heritage and the way we do things today. CSR is about growingour business responsibly.

Cadbury India has a tradition of caring for the environment and enriching the quality oflives of the communities we live and work in, through a variety of result-orientedprograms.

Our commitment to the Environment

Growing Community Value

Gurikha project:-

(Smiling Girls of Gurikha school (built by Cadbury India)

In 1999, we launched the Community Initiative Programme under the banner: Nutrition,Education, Security and Love near our Malanpur factory (MP).

Gurikha Project has enlightened her to a new life of hope and some prosperity .
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Village Development Committee structured by Cadbury in session.

As a result, we focused on healthcare and education in the nearby village of Gurikha. Anursery school was started and key improvements were made in the primary school.

The consultation and a bit of lateral thinking led to some real social improvements: fresh

drinking water from a new village pump, a doctor's clinic, vet services for milk producinganimals and fruit trees for each household to plant during the monsoons. They alsohelped increase attendance in school.

Smart girls from Cadbury aided coaching class Community Lady Workercounselling a self help group on income generation.

In 2005, the education programme supported the Indian Government's Year of WomenEmpowerment. Special focus was given to the rights and contribution of girls and to thecounteraction of female infanticide through a variety of initiatives.

Play school for children below 5 years of age established by Cadbury. WomenEmpowerment activities will help rescue her burden


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AWARDS


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AWARDS:-

Asian Marketing Effectiveness Awards 08

Asian Marketing Effectiveness Awards 2008 for BournvitaFolk/Fusion campaign - GOLD award for the "Best Insights andStrategic Thinking" and SILVER award for the 'Most EffectiveUse of Advertising'.

The Asian Marketing Effectiveness Awards are the region's most prestigious awardsthat celebrate resourceful Asian marketing. They are designed to set the standard foreffective marketing within the region, and aim to uncover the campaigns that showresults through innovative spirit and combining creativity with effectiveness to buildworld class brands.

Cadbury India ranked 7th Great Place to Work in IndiaNo. 1 FMCG Company

Cadbury India has been ranked as the 7th Great Place to Work and theNo. 1 FMCG company in India in 2008, by the Great Place to WorkInstitute.

This study, in its fifth year in India , has a presence in 30 countries and is the oldest,most comprehensive and respected workplace study worldwide. Over two hundredcompanies throughout India participated in the survey, which measured the degree ofsatisfaction of employees with their place of work and picked out the best workingenvironments. This is the fourth time we have featured amongst the Great Places to

Work in India . We were ranked 10th in 2003, and were among the top 25 in 2004 and2005.

Great Place to Work 2007'Cadbury India' has been awarded the "Bronze Award for Excellence inPeople Management" in the 'Great Place to Work 2007' surveyconducted by Grow Talent Company Limited and Businessworld. Theaward recognizes Cadbury India as a national leader in the area ofHuman Resource Management.

Business World along with Grow Talent has been carrying out the 'Great Place to Work'

survey for the past 4 years. This award is based on the ranks received in top 25 list ofthe Great Place to Work India studies conducted in the last four years

ABBY Award wins for India.


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The prestigious ABBY awards, held in March, recognise creativeexcellence in the Indian Advertising Industry. The Ulta Perk campaignwon four Silver Awards in total and the Cadbury Dairy Milk Campaign,

Miss Palampur, also won a Silver Award. This year Cadbury alsosponsored the new 'Young ABBY' Award.

Bournvita won the Emmvie Gold for the Best Media Innovation - TV.

Cadbury Dairy Milk & Bournvita crowned as Consumer Superbrands

Cadbury Dairy Milk & Bournvita have done it again. For thesecond time running, Cadbury Dairy Milk & Bournvita have been declared a `ConsumerSuperbrand' for 2006-7 by Superbrands India

ry won the Emmvie Gold for the Best Media Innovation - TV, for brand Bournvita, for theentry Physical symbol of Confidence.

Cadbury- Ranked among India's most respected companies

Cadbury India has been ranked 5th in the FMCG sector,in a survey on India's most respected companies by sectorconducted by Business World magazine in 2007

Cadbury wins the Effies 2006Pappu does it again!At the recent Effie 2006 awards organized by The Advertising Club of

Mumbai, our 'Pappu Pass Ho Gaya' advertising campaign bagged two more awards -Gold in the Consumer Products category and Silver in the Integrated advertisingcampaign category

Cadbury India roars at CannesCadbury India received a bronze award at the Cannes Lions

International Advertising Festival for partnering with a mobile phoneoperator in 2005 to provide exam results via SMS to schoolchildren.


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Cadbury India is a Great Place to WorkThe 'Great Place to Work' Institute study listed Cadbury India as a Great Place to workin 2005 for the third time in a row. Incidentally, Cadbury was in the Top 25 in 2003, 2004

and 2005 too.

Reader's Digest Award recognizes Bournvita

Bournvita won the 'Reader's Digest Trusted Brands' GoldAward for the vitamin health supplement category in Indian in 2006. Themerit was based on 7000 responses from questionnaires and telephoneinterviews across Asia.

Suraksha Puraskar Award2005Cadbury India's Bangalore factory has received the

"Suraksha Puraskar" safety award from the National Safety Council -Karnataka chapter.

National Safety Council (NSC) was set up by the Ministry of Labour,Government of India in 1966, as an autonomous body to generate,

develop and sustain a voluntary movement on Environment, Health and Safety

SUPERBRANDS:-

Cadbury Dairy Milk and Bournvita have achieved the distinction of a 'Superbrand' as

awarded by the uperbrands India Council

REGISTERED OFFICE:-

Cadbury India Ltd.Cadbury House19, B Desai RoadMumbai 400 026MaharashtraIndia


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Tel: +91 22 4007 3100Fax: +91 22 2352 1845

REGIONAL OFFICE

MumbaiCadbury India Ltd.Reyn. Basera AnnexeNear Cooper HospitalVile Parle WestMumbai 400 056MaharashtraIndia

ChennaiCadbury India Ltd.146- Second FloorRoyapeth High RoadMylaporeChennai 600004Tamil NaduIndia

DelhiCadbury India Ltd303 - 3053rd Floor, Vipul AgoraM.G. RoadGurgaon - 122 002

KolkataCadbury India Ltd9-A Esplanade RowKolkota - 700 069West BengalIndia

OUR FACTORIES:-

Thane

Cadbury India Ltd1 Pokhran RoadEastern Express Highway


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Thane 400 606MaharashtraIndia

Pune

Cadbury India LtdInduri FactoryTalegaon DabhadePune 410 507MaharashtraIndia

Himachal Pradesh

Cadbury India LtdWorks: Hadbast No 199Village Sandholi BaddiTehsil- NalagarhDist. Solan 173205Himachal PradeshIndia

Gwalior

Cadbury India LtdPlot No 25MalanpurIndustrial AreaVillage GurikhaTehsil GohadGwalior - 477 116Madhya PradeshIndia

Bangalore

Cadbury India LtdJodi HanumanapalyaMahadevapura PostMangalore RoadNelamangala 562 123BangaloreKarnatakaIndia


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COCOA OPERATIONS:-

Cochin

Cadbury India LtdCocoa OperationsNear ThrikkakaraPipe Line JunctionThrikkakara P.OCochin 682021KERALAINDIA

WORK RELATED ROAD SAFETY POLICY:-

The following 8 policy statements apply to the Company-wide Work Related RoadSafety (WRRS) programme that ensures the safe, proper and professional operation ofvehicles used to conduct Cadbury Company business. They are unequivocalrequirementsfor all persons authorised by Cadbury to operate vehicles whenconducting business on behalf of Cadbury:

1. Driving whilst impairedThe driving of a motor vehicle whilst impaired through fatigue, alcohol, drugs or amedical condition that may affect driving performance is prohibited.

2. Fitness to driveAt all times fitness to drive shall be at the discretion of the nominated driver andreasonable caution shall be applied.For example, following long haul or overnight sector flying drivers shouldconsider their fitness to drive a motor vehicle and when appropriate, should takeother means of transport to their destination or take local accommodation at theCompanys expense to enable adequate rest prior to driving.

3. Seat beltsSeat belts shall be worn by the driver and all passengers whilst driving onCompany business or driving a Company vehicle at any time. Exception to this is

only permissible for two-wheeled vehicles and where, for short-term hire andcontract-provided vehicles, including taxis, rear-seat seatbelts are not the norm.

All efforts shall be made when making reservations to meet these seat beltrequirements.

The driver is accountable for ensuring that everyone in the vehicle wears a seatbelt. Seat belts shall be fitted in accordance with vehicle manufacturer standardsto all Company vehicles. The minimum standard is a lap seat belt for the driver


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and all passengers. Preferred is a three point seat belt for driver and allpassengers.

4. Motorcycle helmetsMotorcycle helmets shall be worn by the driver and allpassengers on a motorcycle whilst the engine is running. The driver isaccountable for ensuring that pillion passengers wear a safety helmet. Wherepermitted, headlamps shall be on at all times the vehicle is in operation.

5. Mobile phones and other hand-held electronic devicesHand-held electronicdevices including mobile phones should not be used whilst the vehicle is inmotion. This practice shall include SMS text.The use of mobile telephones whilst a vehicle is in motion shall be limited tovoice communication and shall be used only when absolutely necessary. In suchcases the mobile telephone shall use an appropriate hands-free device.

6. BicyclesThe riding of bicycles for the purpose of conducting Company business ispermitted where line management have defined conditions of use e.g. riskassessment, training and wearing of appropriate protective equipment andclothing. The wearing of high visibility garments and helmets is stronglyrecommended.

7. SmokingSmoking is not permitted in any Cadbury owned or leased vehicle.

8. Hitchhikers

Hitchhikers shall not be given lifts whilst driving any vehicle on Companybusiness

FAQ`S:- FREEQUENTLY ASKED QUESTIONS

The chocolate bar that I purchased has white spots on the surface? Why doesthis happen?When chocolate has undergone prolonged exposure to heat and subsequent cooling itresults in discolouration of the surface. This is caused by the separation of the cocoabutter, which solidifies on the surface giving it a white appearance.

Who should I contact if the chocolate is damaged?You can contact our Toll Free No. 1800 22 7080 (available from select cities only) forany product-related issues.

Alternatively, write to:Cadbury Consumer Services CellP.O. Box26516Mumbai400 026Tel. : +91 22 4007 3100


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Email:[email protected]

Will I get a replacement if the chocolate is damaged? Yes. We have a "no-questions-asked" replacement policy.

Is it possible to organize a factory visit for my family?No. At this point in time, we do not organize any factory visits.

I need some additional information on Cadbury for my project in school/college.Whom should I contact?Most of the information is already provided on our website. However if you need anyfurther information, please write to us via the contact us section.

Whom should I contact for sponsorships or donation requests?You can submit your requests online. We will evaluate and respond on a case-to-casebasis.

I need to buy huge quantities of chocolates? Can I buy them at a discounted ratedirectly from the company?You could send us your request online and our sales team will get in touch with youaccordingly.

I am a journalist and need to contact the company. Whom should I speakwrite/speak to?You can contact

R D'Souza- Associate Vice President - Corporate Affairs by email

[email protected]
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


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INDUSTRY TRENDS


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INDUSTRY TRENDS

Confectionery Industry

The confectionery industry in India is approximately divided into:

Chocolates Hard-boiled candies Eclairs & toffees Chewing gums Lollipops Bubble gum Mints and lozenges

The total confectionery market is valued at Rupees 41 billion with a volume turnover ofabout 223500 tonnes per annum. The category is largely consumed in urban areas witha 73% skew to urban markets and a 27% to rural markets.

Hard boiled candy accounts for 18%, Eclairs and Toffees accounts for18%, Gums and Mints and lozenges are at par and account for 13%.Digestive Candies and Lollipops account for 2.0% share respectively.

Overall industry growth is estimated at 23% in the chocolates segmentand sugar confectionery segment has declined by 19%.

Cadbury withDairy Milk,Perk,Gems,5 Star,Celebrations,Bytes,DairyMilk Eclairs, Eclairs Crunch,Mr. Pops andHalls brands is a key player inthe chocolate, eclairs, lollipops, and mints segments.

Milk BeveragesThe Milk Beverages industry is valued at Rupees 16.1 billion with anannual turnover of approx 63,000 tonnes. As per Nielsen estimates theindustry is growing at 10.1%.

Cadbury is a key player in the segment withCadbury Bournvita and

Cadbury Bournvita 5 Star Magic
http://www.cadburyindia.com/brands/choco1.asphttp://www.cadburyindia.com/brands/choco3.asphttp://www.cadburyindia.com/brands/choco10.asphttp://www.cadburyindia.com/brands/choco2.asphttp://www.cadburyindia.com/brands/choco4.asphttp://www.cadburyindia.com/brands/choco9.asphttp://www.cadburyindia.com/brands/choco8.asphttp://www.cadburyindia.com/brands/choco8.asphttp://www.cadburyindia.com/brands/conf1.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/conf1.asphttp://www.cadburyindia.com/brands/choco8.asphttp://www.cadburyindia.com/brands/choco8.asphttp://www.cadburyindia.com/brands/choco8.asphttp://www.cadburyindia.com/brands/choco9.asphttp://www.cadburyindia.com/brands/choco4.asphttp://www.cadburyindia.com/brands/choco2.asphttp://www.cadburyindia.com/brands/choco10.asphttp://www.cadburyindia.com/brands/choco3.asphttp://www.cadburyindia.com/brands/choco1.asp


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COMPETITORS

In INDIAN market

1. Cadbury`s share 70 percent2. Nestle 24 percent3. Amul 04 percent4. Others 02 percent

In Global market Scenario

1. HERSHEY`S2. Immersion

3. Lindt4. Ferrero rocher5. Nestle6. Bounty7. Nutties8.

BRANDS

(A) Chocolate

1 CADBURY DAIRY MILK

2. 5 STAR

3.PERK

4.CELEBRATIONS

5.TEMPETATION

6.ECLAIRS

7.GEMS

(B) SNACKS


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1. BYTES

(C) BEVERAGES

1. BOURNVITA

(D) CANDY

1. HALLS

(E) GUMS

1. BUBBALOO


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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 thinkof Cadbury Dairy Milk.

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

Recently, Cadbury Dairy Milk Desserts was launched, specificallyto cater to the urge for 'something sweet' after meals.

Cadbury Dairy Milk has exciting products on offer - Cadbury DairyMilk Wowie, chocolate with Disney characters embossed in it, andCadbury Dairy Milk 2 in 1, a delightful combination of milkchocolate and white chocolate. Giving consumers an excitingreason to keep coming back into the fun filled world of Cadbury.

Our Journey:

Cadbury Dairy Milk has been the market leader in the chocolate category for years. Andhas participated and been a part of every Indian's moments of happiness, joy and

celebration. Today, Cadbury Dairy Milk alone holds 30% value share of the Indianchocolate market.

In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribefor children. In the Mid 90's the category was re-defined by the very popular `Real Tasteof Life' campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealedto the child in every adult. And Cadbury Dairy Milk became the perfect expression of'spontaneity' and 'shared good feelings'.

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The 'Real Taste of Life' campaign had many memorable executions, whichpeople still fondly remember. However, the one with the "girl dancing on the cricketfield" has remained etched in everyone's 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 theAbby (Ad Club, Mumbai) awards.

In the late 90's, to further expand the category, the focus shifted towards wideningchocolate consumption amongst the masses, through the 'Khanewalon Ko Khane KaBahana Chahiye' campaign. This campaign built social acceptance for chocolateconsumption amongst adults, by showcasing collective and shared moments.

More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milkwith celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part ofstreet language. It has been adopted by consumers and today is used extensively toexpress joy in a moment of achievement / success.

The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at theprestigious 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 tocheck their exam results using their mobile service and encouraged those who passedtheir 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 EFFIES 2006(global benchmark for effective advertising campaigns) awards.

Did You Know:

Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005edition of Brand Equity's Most Trusted Brands survey.


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5 STAR

Chocolate lovers for a quarter of a century have indulgedtheir taste buds with a Cadbury 5 Star. A leading knight in theCadbury portfolio and the second largest after Cadbury Dairy Milkwith a market share of 14%, Cadbury 5 Star moves from strengthto strength every year by increasing its user base.

Launched in 1969 as a bar of chocolate that was hard outsidewith soft caramel nougat inside, Cadbury 5 Star has re-inventeditself over the years to keep satisfying the consumers taste for ahigh quality & different chocolate eating experience.

One of the key properties that Cadbury 5 Star was associatedwith was its classic Gold colour. And through the passage of time,this was one property that both, the brand and the consumerstuck to as a valuable association.

Cadbury 5 Star was always unique because ofits format and any communication highlighting thisuniqueness, went down well with the audiences.

From 'deliciously rich, you'd hate to share it' in the70's, to the 'lingering taste of togetherness' & 'Softand Chewy 5 Star' in the late 80's, thecommunication always paid homage to the productformat.

More recently, to give consumers another reason to come into the Cadbury 5 Star fold,Cadbury 5 Star Crunchy was launched. The same delicious Cadbury 5 Star was nowavailable with a dash of rice crispies.

Cadbury 5 Star & Cadbury 5 Star Crunchy now aim to continue the upward trend. This

different and delightfully tasty chocolate is well poised to rule the market as anextremely successful brand.

Did you know:

Cadbury 5 Star played an adept cupid for young couples in love in the 70's. In fact,Cadbury 5 Star was a way of professing undying love for the significant other.


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CADBURY PERK

A pretty teenager; a long line, and hunger! Rings a bell? That was how Cadbury launched its newoffering; Cadbury Perk in 1996. With its light chocolate and wafer construct, Cadbury Perktargeted the casual snacking space that was dominated primarily by chips & wafers. With acatchy jingle and tongue in cheek advertising, this 'anytime, anywhere' snack zoomed right intothe hearts of teenagers.

Raageshwari started the trend of advertising that featured mischievous, bubbly teenagers gettingout of their 'stuck and hungry' situations by having a Cadbury Perk. Cadbury Perk became thenew mini snack in town and its proposition "Thodi si pet pooja" went on to define its role in thecategory.

As the years progressed, so did the messaging, which changed with changes in the consumers'way of life. To compliment Cadbury Perk's values, the bubbly and vivacious Preity Zinta becamethe new face of Perk with the 'hunger strike' commercial in the mid 90's.

In the new millennium, Cadbury Perk moved beyond just owning 'hunger' to a "Kabhi bhi kaisebhi" position, because the urge for Cadbury Perk could strike anytime and anywhere.

With the rise of more value-for-money brands in the wafer chocolate segment, Cadbury Perkunveiled two new offerings - Perk XL and XXL.

The temptation to have more of Cadbury Perk was made even greater with the launch of Cadbury

Perk Minis in 2003 for just Rs. 2/-

In 2004, with an added dose of 'Real Cadbury Dairy Milk' and an 'improved wafer', Perk becameeven more irresistible. The product was supported in the market with a new look and a newcampaign. The advertisement spoke of the irresistible aspect of the brand, with 'Baaki sabBhoola de' becoming the new mantra for Cadbury Perk.

Did you know:Cadbury Perk advertising has been a launch pad for Bollywood stars - Preity Zinta, Raageshwari,Gayatri Joshi and Amrita Rao, were all Perk models before they made it big on cinema screens.


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CADURY CELEBRATION

Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and

dry- fruits during festive seasons.

Cadbury Celebrations is available in several assortments: An assortment of chocolateslike 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadburydairy milk chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nutbutterscotch and caramels.

The super premium Celebrations Rich Dry Fruit Collection which is a festive offering isan exotic range of chocolate covered dry fruits and nuts in various flavours and thepremium dark chocolate range which is exotic dark chocolate in luscious flavours.

Cadbury Celebrations has become a popular brand on occasions such as Diwali, Rakhi,Dussera puja. It is also a major success as a corporate gifting brand. Thecommunication 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 somethingsweet.

Did you know:The "Rishte Pakne do" jingle was penned by noted writer Gulzar.

CADBURY TEMPTATION

Ever see people hide away their chocolate since they dont want to share it! If you have, then its likely to be a bar of Cadbury Temptations!Cadbury Temptations is a range of delicious premium chocolate in fiveflavours.

Research revealed a niche segment of chocoholics - those exposed tointernational chocolates and those who love a variety of chocolates butpossibly find the price of international chocolates too high. CadburyTemptations is a range targeted at this segment of discerning chocolatelovers.

The Cadbury Temptations range is available in 5 delicious flavour variants- Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forest and OldJamaica. With its international quality chocolate Temptations soon became apopular brand for "chocoholics".


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The advertising positioned Cadbury Temptations as a chocolate range sodelicious that it was "too good to share".

Did you know:Cadbury Temptations advertising won an advertising effectiveness -EFFIE award in 2001.

CADBURY ECLAIRS

Eclairs was first discovered by a local confectionery firm in London,England in the 1960s. The firm then became part of Cadbury in 1971making Cadbury Eclairs the second largest brand in the company.The experience of eating a Cadbury Dairy Milk Eclair is truly unique

because of its creamy caramel exterior and rich Cadbury Dairy Milkchocolate at the center. In 2006 Cadbury Dairy Milk Eclairs launcheda crunchy Eclair with a hard caramel outside and delicious CadburyDairy Milk chocolate inside called Cadbury Dairy Milk Eclairs Crunch.

Our Journey:

In India, Cadbury Dairy Milk Eclairs has been the most preferred brand inthe Eclairs category for years and has always been a favourite with consumers.


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Eclairs advertising over the years has talked about the mesmerizing tasteof Eclairs because of the Cadbury Dairy Milk chocolate it contains at itscenter. The 'Kar De Dil Pe Jadoo' campaign illustrated this in a youthful

college context. The Eclairs Crunch variant has also had an encouragingresponse from both teens and pre-teens. Currently, the chewy and thecrunchy variants are both enjoyed by the Eclair consumer.

Did you know:A sign in front of our Nigeria factory describes Choclairs as "the sweetwith heart on the inside.

GEMS

The saying "Good things come in small packets" has been proven

right many a times and it couldn't have been truer for the prettychocolate buttons called Gems. Who can forget the unique, brightlycolored chocolate buttons with crispy shells, encased in a pack that'sas colorful as the product itself? Unrivalled in all these years,Cadbury Gems has captured every consumer's fantasy for almost 4decades. Little wonder that Cadbury Gems, the brand that came intoIndia in 1968 is still going strong.

The sheer taste and the fun associated with eating Cadbury Gemsand the joy of sharing it with friends has made the brand a dearcompanion and a source of nostalgia for consumers.

Cadbury Gems brings happiness to the consumer's world. With thispromise in mind, Cadbury Gems has always had 'Masti' as the keyproposition in all its communication. In fact, Cadbury Gems is

always a willing ally for pranks and fun.

Cadbury Gems has continuously tried to berelevant and exciting for consumers. In itsconstant attempt to contemporarise, a uniquestand up tube pack with a flip top was launched,which became an instant hit with consumers.

Early 2006 gave consumers one more reason tocelebrate with Cadbury Gems; the launch ofCadbury Fruity Gems, a fruit flavoured variant

with a crispy shell outside and white chocolate inside. Nowconsumers had not one, but two reasons to enter the 'Masti' world ofCadbury Gems.


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Today, Cadbury Gems has established itself as one of the leadingbrands in its segment. With the single-minded purpose to delightevery consumer and help them discover the fun, exciting and

adventurous side of life, Cadbury Gems will continue to be theleading brand in Cadbury India's portfolio.

Did you know:

The colourful world of Cadbury Gems does not include the colourblack

CADBURY BYTES

Cadbury Bytes was launched in 2004-05 as Cadbury's foray into

the rapidly growing packaged snack market.

Cadbury Bytes is a one of a kind snack, in that it is sweet and notsalty, as compared to most of the other snacks. It's a bite sizedsnack with a crunchy wafer and rich Choco cream filling. There arethree variants of Bytes available in the market - Regular, Coffeeand Strawberry, at two price points- Rs 5 and Rs 10.

Cadbury Bytes is targeted at teens as they are the largestconsuming segment of packaged snack category. They are also thegateway to the family, especially for a new sweet snack.

With Bytes, Cadbury has entered into a new category with wellentrenched and established brands. It is an exciting challenge for usto take the brand forward and make it a stupendous success.

Cadbury Bytes is positioned as the 'only sweet snack' in the worldof salty snacks. The proposition we have arrived at is "Snacking kameetha funda", where we take a pot-shot at other snacks, by saying`Har snack namkeen nahi hota'. The product is all about breaking aclich and teenagers identify with breaking stereotypes. The newcommercials- 'Tommy' and 'Villain', talk about breaking the

stereotype.

CADBURY BOURNVITA

Cadbury was incorporated in India on July 19th, 1948 as a private limited company under thename 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 heritageand has always been known to provide the best nutrition to aid growth and all rounddevelopment.


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Throughout it's history, Cadbury Bournvita has continuously re-invented itself in terms ofproduct, packaging, promotion & distribution. The Cadbury lineage and rich brand heritage hashelped the brand maintain its leadership position and image over the last 50 years.

The Journey:

The brand has been an enduring symbol of mental and physical health eversince it was launched in 1948. It is hardly surprising then, that Bournvitaenjoys a major presence in the Malt Food market. Given its market share of17%, Cadbury Bournvita reaches across hundreds of cities, towns andvillages through 3,50,000 outlets in India.

It is a universal truth that mothers attach a lot of emotional importance to

nourishment while bringing up their children. However, children alwayslook out for the tastiest option to make their daily dose of milk more enjoyable.

Cadbury now offers two options to capture this appeal: Cadbury Bournvita, with its popularchocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the richchocolate and caramel flavour of Cadbury 5 Star.

Cadbury Bournvita advertising has moved with the times to reflect the changing needs of theconsumers.

During the '70s the communication centered on 'Good upbringing' and Bournvita became anessential building block for childhood. "Goodness that grows with you" was the campaign ideathat communicated this thought.

In the 80's the focus shifted from 'Upbringing' to 'Intelligence' with the more aggressive "Broughtup right, Bournvita bright" campaign, which was very successful during its time.

In the early '90s all brands in the category provided purely physical benefits like nourishment,energy and growth. It was at this time that Bournvita decided to raise the bar by promisingphysical and mental benefits. This resulted in the famous Tan Ki Shakti, Man Ki ShaktiCampaign which became an anthem for the brand.


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In the new millennium, keeping pace with the evolving mindsets of the new age consumers,Cadbury Bournvita is about arming consumers with Confidence to take on physical and mentalchallenges that nobody else can, resulting in one of the most successful advertising campaigns

which is based on 'Real Achievers who have grown up on Bournvita'.Did you know:

In the 1980 Moscow Olympics, Cadbury Bournvita was the official health drink for theIndian team

The Cadbury Bournvita Quiz Contest, which started airing on April12th 1972, is India's longest running national school quiz contest.Starting out as a contest held in cities, and then on radio, the contestcurrently has been running for over 10 years on satellite television. Ithas over 500 episodes to its credit, and today the contest directly

reaches more than 11,25,000 students, in 4000 schools across 66cities and 7 countries - UAE, Kuwait, Qatar, Oman, Bahrain, Nepaland India.

CADBURY HALLS

Halls accounts for 50% of international cough drop sales and is the leading sugar confectionerybrand in the world. In 1930s, the Hall brothers invented its Mentho-Lyptus formula, using acombination of menthol and eucalyptus, and began producing cough drops. The cough dropswere introduced into the US during the mid-1950s. Warner-Lambert recognised the potential ofthe 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 werea resounding success.

Our Journey:

Halls was first launched in India in 1968 & soon established itself asa therapeutic candy competing in the cough lozenge market. Hallshas been sold in India as part of the Pfizer & Warner Lambertnetworks before it came into the Cadbury fold in 2003 as part of a global merger with AdamsConfectionery.

Halls has had a colourful advertising history in India & was infact, one of the earliest brands toadvertise on television in India. In the 1980s, Ads featuring Meenakshi Sheshadri and later,Vijeta Pandit on its unique vapour action formula with a classicHalls Jingle were aired whichestablished the brand firmly in the market. In the 90s, Halls advertising adopted a different takewith its Traffic Jam Ad where Halls restores order to a situation of chaos & the early 2000s

saw Halls advertising on the refreshment platform. Over the years Halls has been stronglypositioned on the` soothes sore throat benefit in the consumers mind.


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Halls continues to be one of the leading mint brands in India even in the changed competitivecontext.

Did You Know: Halls is marketed in 24 different countries around the world & is offered in over 26

flavours. Halls produced the largest sweet in the world in 1964. Weighing 76kilos, the sweet was

put on exhibition in New York. Halls accounts for more than 50% of international cough drop sales. In 2002, people consumed 100,000 tons of Halls!

CADBURY GUMS:- Bubbaloo

Cadbury India has expanded its confectionary portfolio in 2007 by foraying into the Bubble gumcategory with the launch of Bubbaloo Bubblegum- a successful bubblegum brand from itsinternational 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 mouthinstantly.

Bubaloo is currently available in two yummy flavors- 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.

Did you Know ?Bubbaloo was first launched in 1984.

Bubbaloo is sold in 25 countries and is particularly popular in Latin America. The record for thelargest bubblegum bubble ever blown is 58.4cm. The bubble was blown by Susan MontgomeryWilliams of Fresno, California, USA at the ABC-TV studios in New York City, in 1994.

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RESEARCHMETHODOLOGY


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1.Research Process

1.Formulation of the objective of the study of the problem Desigining method for data data collection.

Selecting the method size.

Collecting the data

Reporting and interpretation the finding

Processing and analyzing the data

Find the conclusion

Limitation of study

2.Objective of The Study

Primary Objective:

1) To find out the percentage of retailers who aren`t selling chocolates and otherCadbury products.2) To give reasons for that.3) Suggestion for the company from retailers

Secondary Objective:

To increase their market share by approaching to retailers.

To have a good image in the eyes of retailers.

Research Design-

A Research Design is simply the framework or plan of a study that is used as guide incollecting and analyzing the data. It is a blueprint that is followed in completing a study.


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A research design is the plan, structure and strategy of investigation conceived so as to obtain

answers to research questions and to control variance.

The research carried out is a descriptive researchwhere the purpose is to go through an

intensive study of the target segment.

Sample design- I have done my survey in markets of Meerut.

Sample techniques-The data has been collected through random sampling from the

retailers of Meerut who are in the business of chocolates.

Universe Size-

The universe is the entire group of items the researcher wishes to study.

Since my survey was confined to be done in Meerut This universe size having a sample of 18

markets and 650 respondents.

Primary data: I have used primary data collection method to get the response from the

respondents.

Data Collection:-Collection of data

1) Through well framed questionnaire.

2)Through direct interaction.

Secondary data:-

From websites, books, journals, references, and many more.


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SWOT ANALYSIS


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SWOT ANALYSIS OF CADBURY INDIA LTD.

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.

Advantage 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 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.

Threats

Worldwide - there is an increasingly demanding cost environment, particularly for

energy, transport, packaging and sugar. Global supply chain in low cost locations.
http://www.businessteacher.org.uk/business-resources/swot-analysis-database/cadbury-swot-analysis/#_ftn1http://www.businessteacher.org.uk/business-resources/swot-analysis-database/cadbury-swot-analysis/#_ftn1


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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 and healthier 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.

Innovation is key driver. To respond to changes in consumer tastes and preferences -

healthier snacks with lower calories need to be developed. R&D and product launches

have led to sugar-free & centre filled chewing gum varieties and Cadbury premium

indulgence treat. Low-fat, organic and natural confectionery demand appears strong.


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APPENDIX


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QuestionnaireNAME OF RETAILER..................................................................................................

ADDRESS.............................................................................................

CONTACT NO......................................................................................

Q.1. DO YOU HAVE HALLS?

ANS.1. YES

NO

Q.2. DO YOU HAVE MINTS?

ANS.2. YES

NO

Q.3.WHICH BRAND IS EASILY AVAILABLE, IN TERMS OF SERVICE DELIEVERY?

ANS.3. HALLS

MINTS

Q.4. TO WHICH BRAND THE CONSUMER GIVES THE MORE PREFERENCE?

ANS.4. HALLS

MINTS


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Q.5. WHICH COMPANY GIVES YOU THE BETTER DISCOUNTS, SCHEEMS, ANDOTHER PROMOTIONAL OFFERS?

ANS. 5. HALLSMINTS

Q.6. WHAT DO YOU THINK IS THE BEST PLACE TO PROMOTE THIS PRODUCT?

ANS.6. MEDICALSTORE

KIRYANA

SHOPCONFECTONARYSHOP

Q.7. WHICH PRODUCT IS ADVERTISED MORE ACCORDING TO YOU?

ANS.7. HALLS

MINTS

Q.8. HOW THE COMMPANY IMPROVE THE PRODUCT, ANY SUGGESTIONS?SUGGESTIONS...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................

SIGNATURE


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FINDINGSAND

CONCLUSION


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FINDINGS AND CONCLUSION

Q.1. DO YOU HAVE HALLS?

ANS.1. YES

NO

HALLS ANSWERS

YES 182NO 68

ANSWERS

YES NO


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Q.2. DO YOU HAVE MINTS?

ANS.2. YES

NO

DOUBLE MINT ANSWERS

Yes 141

No 109

141

109

EASILY AVAILABLE

YES

NO


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Q.3.WHICH BRAND IS EASILY AVAILABLE, IN TERMS OF SERVICE DELIEVERY?

ANS.3. HALLS

DOUBLE-MINT

EASILY

AVAILABLE

HALLS DOUBLE-MINT

YES 126 115NO 124 135

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HALLS DOUBLE-MINT

NO

YES


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Q.4. TO WHICH BRAND THE CONSUMER GIVES THE MORE PREFERENCE?ANS.4. HALLS

DOUBLE-MINT

CONSUMER

PREFERENCE

HALLS DOUBLE-MINT

YES 150 120

NO 100 130

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HALLS DOUBLE-MINT

NO

YES


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Q.5. WHICH COMPANY GIVES YOU THE BETTER DISCOUNTS, SCHEMES, ANDOTHER PROMOTIONAL OFFERS?

ANS. 5. HALLS

MINTS

BETTER

SCHEMES

HALLS DOUBLE-MINT

YES 120 134

NO 130 116

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HALLS DOUBLE-MINT

NO

YES


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Q.6. WHAT DO YOU THINK IS THE BEST PLACE TO PROMOTE THIS PRODUCT?

ANS.6. MEDICAL

STOREKIRYANASHOP

CONFECTONARYSHOP

BEST SOURCE

FOR

ADVERTISEM

ENT OF

HALLS

MEDIC

AL

STORE

KIRYA

NA

SHOP

CONFECTION

ARY SHOP

YES 190 100 20

NO 60 150 230

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

MEDICAL STORE KIRYANA SHOP CONFECTIONARY SHOP

NO

YES


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Q.7. WHICH PRODUCT IS ADVERTISED MORE ACCORDING TO YOU?

ANS.7. HALLS

MINTS

MORE

ADVERTISED

HALLS DOUBLE-MINT

YES 152 122NO 98 128

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HALLS DOUBLE-MINT

NO

YES


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Q.8. HOW THE COMMPANY CAN IMPROVE THE PRODUCT, SERVICES, ANY

SUGGESTIONS?SUGGESTIONS...................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................


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RESULTS


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STRATIGIES FOR EXPANSION OF OUTLETS:-

The supply chain that a product follows to get to the final consumer.Identification of the most appropriate route to market is a crucial part of the business

development process for any company. When any product produced in the factory and the supply

of the finished goods to the end user, the whole process comes in the route to market. If we take

route to market of the RD Point to final consumer so this can be divided in to six stages:

Stage 1Market Viability

Stage 2Product Visibility

Stage 3Merchandizing

Stage 4Order Booking

Stage 5Product Supply

Stage 6Purchasing by final consumer

Market Viability-

Is there a potential market?

Witch market we want to cover this market is potential market are not, if in the

particular area of the market our potential customer are not there so definitely we are failed in

this particular area.

So the covering any new area of the market its very important things we see the market

viability is there are not.


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Product Visibility-

After the selection of market we are making the product visibility inthe particular market because when any customer goes in the particular store or shop and at this

particular store our product visibility is maintain so definitely customers are attract to our

product.

The visibility of any product is playing very important role in the

selling of the product. When our product is visible in the market automatically its creates the

demand of the particular product.

Merchandizing-

Merchandizingis also very important things in the selling of any

product. In the merchandizing our merchandiser goes to every shop in the particular route

according to their beet plan and maintains the shop with the help of hardware, posters, POPs,

flexures and other things that communicates to the shopper in the store.In the merchandizing, merchandiser cover 40th outlet in the same day

and they are also maintain the visicooler & dispenser given by the company in the particular

outlet thats helps improving the product visibility in the market.

Order Booking-

Order Booking is also very important things in the selling of anyproduct. in the order booking our RDSM cover a particular beet according to their beet plan.

According to the company norms a RDSM do the minimum 40th calls in a day in the particular

beet. And the end of the day RDSM reporting to our sales officer how many effective calls he is

doing.

A RDSM of the company play the measure role in the market he takes


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the order to the shopkeeper and also collect the cash in the market.

Product Supply-

Supply is the crucial part of the FMCG business because when our

RDSM takes the order to the shopkeeper at that point of time and when we are delivered the

product to the shopkeeper in this process its very important when we are taking very less time to

the delivering the product its very good for the business but when we are taking more time to

delivering the product to the shopkeeper its very harmful for the any business.

I find out our supply lead-time is maximum 2 or 3 days and its very

helpful in the improving in the Cadbury business in the Gorakhpur city. But there is some chance

of the improving our supply system and we reduced our supply lead-time in the 1 or 2 days.

Purchasing by final consumer-

When product parched by the final consumer and after the consuming the

product, what they respond they try to buy again or they are going another brand. Every

company wants his customers makes loyal for his product. When customers comes again forthe purchasing a particular brand than the company works end.


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-:RESULTS AND F INDI NGS:-

After data analysis I found following problems which are hurdles in the opening of new counters

in the market of Meerut:-

1) No visit of sales man: - In the market I found that salesman did not meet all the

shopkeepers. They used to meet only those counters which are regular in payment and

potentially efficient to deal.

2) Whole sale market: -Prices of products in the whole sell market were less then prices of

distributors.So kirana stores, medical stores and panwalas buy products from whole sell

according to the demand. For ex. Price of Rs 20 bourn vita is RS 17 in whole sell and

distributors price for the same was Rs18.35.

3) )Melting Problem:-Chocolates like dairy milk get melt in summers due to high

temperature so shopkeepers who did not have cooling system are not ready to buy chocolates. It

was a problem in opening of new counters.

4)Not interested in chocolate selling: - Some of the shops which were small and near to

big bakeries and confectionaries did not sale products due to low sale of chocolates.

5) Shops which are near to schools and colleges usually do not keep chocolates when schools

and colleges are closed.

6)Some of the markets were not potentially efficient and demand of chocolates was very low.

Shop keepers did not sell chocolates of more than Rs 5.only few were there who sell chocolates

of Rs 5 and above.


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RECOMENDATIONS:-

Points where company should pay attention and are reason of not opening of newcounters:-

1) Whole sale market:- Prices of products in the whole sell market is less then company so

kirana stores , medical stores and panwales buy products from whole sell according to their need

and demand. For ex. Price of Rs 20 bourn vita is RS 17 in whole sell and Rs18.35 in company.

2)Melting Problem:-Chocolates like dairy milk get melt in summers due to high temperature

so shopkeepers who do not have cooling system are not ready to buy chocolates. It is problem in

opening of new counters.

3)Jo dikhata hai who bikta hai:- Company should provide posters banners etc. by which

shopkeepers make costumers aware that he sell chocolates of cadbury.This problem comes

mainly in potentially low markets like rithani topkhana etc.

4) Rdsm concentrate mainly on confectionary, kiryana and bakeries, and pay low attention on

medical stores and small shops.

5) Sales mens visit problem: -RDSMwere dealing only those counters which are

potentially efficient, normaly regular in payments. They used to open only those new counters

which are potentially efficient and ready to deal 3 to 4 initial dealings in cash.

6) Some of the shops which are small and near to big bakeries and confectionaries do not sale

products due to low sale.

7) Shops which are near to schools and colleges usually do not keep chocolates when schools

and colleges are closed.


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-: CONCLUSION: -

During the summer training I worked with sales man of Cadbury who deals in various markets ofGURGAON. I got an enriching experience about selling and how to convince the customer to

buy the product or to win an order. Almost all the Salesmen of Cadbury had very good work

experience of 5 to 6 years. Working with Worlds one of the top FMCG company like Cadbury

gave me practical experiences about nature of consumers, market and how to deal customers in

the practical life in a market. It was for the first time when I was in the market to deal with the

customers and company like Cadbury gave me great exposure about the markets, nature of

markets, nature of customers and how to deal with the customers. I also worked with the

distributors of Cadbury in GURGAON and got knowledge and experience of distributors work.

The experience I got during my summer training was different from the class room experience.

I enjoyed a lot working with Cadbury, thanks for giving me such an opportunity.

cadbury marketing new file

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