A PROJECT ON THE CADBURY DAIRY MILK Submitted By: CHANDNI MANIAR (Roll No-10065) Guided By: PROF. BHAVESH O. VANPARIYA PGDM PROGRAMME (YEAR 2010-2012) TOLANI INSTITUTE OF MANAGEMENT STUDIES ADIPUR TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 1 ACKNOWLEDGEMENT Success is an amalgam of dedication. work and able guidance of people around us´ I am very thankful to TOLANI INSTITUTE OF MANAGEMENT STUDIES for giving me an opportunity to learn something new and increase my practical knowledge. At the same time my sincere thanks to PROF. BHAVESH VANPARIA to guide me throughout my Marketing Project. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 2 EXECUTIVE SUMMARY In this Marketing project I have tried to apply the concepts of marketing on any product and my product was Cadbury. Considering the importance of understanding the marketing concepts in deep and which helps in future development as in marketing profile and also with the application of concepts we come to know about the position of the product and here various models like Porters five force model, product life cycle theory, core concepts marketing information system I have tried to relate with the product . Throughout from this project it has helped me to strengthen my marketing concepts TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 3 ABOUT CADBURY: The story of Cadbury Dairy Milk started way back in 1905 at Bourneville, U.K., but the journey with chocolate lovers in India began in 1948. The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 4 Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of milk chocolate and white chocolate. Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury. Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market. Cadbury ʹ Company Overview Cadbury plc is a confectionery and beverage company with its headquarters in London, United Kingdom, and is the world's largest confectionery manufacturer. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 5 Its heritage can be traced back in 1824 when John Cadbury opened a shop in Birmingham selling cocoa and chocolate. Since then Cadbury have expanded our business throughout the world by a programme of organic and acquisition led growth. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world. Cadbury began its operations in 1948 by importing chocolates and then re- packing them before distribution in the Indian market Cadbury͛s flagship brand Cadbury Dairy Milk isconsidered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer. 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, Kolkota and Chennai). The firm was formerly known as Cadbury Schweppes plc before demergingin May 2008. With a history stretching back over 200 years, today CadburySchweppes TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 6 employs around 54,000 people and its brands are enjoyed inalmost every country around the world. They are also the world's third largest soft drinks company. Throughout history chocolate has been associated with romance and sharing. Today the richness and smoothness of Cadbury chocolate is what makes itone of the world's favorite treats. y Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, company have worked with the Kerala Agriculture University to undertake cocoa research and released clones, hybrids that improve the cocoa yield. Cocoa team visits farmers and advises them on the cultivation aspects from planting to harvesting. Company also conduct farmers meetings & seminars to educate them on Cocoa cultivation aspects and efforts have increased cocoa productivity and touched the lives of thousands of farmers. At Cadbury PLC, core purpose is "Working together to create brands people love". The core purpose captures the spirit of what we are trying to achieve as a business. Cadbury collaborate and work as teams to convert products into brands. y Simply put, we spread happiness!!! y Small family business developed into an international company and how the high standards of the Cadbury brothers were combined with the most sophisticated technology, skills and innovation. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 7 Products of Cadbury: y Cadbury Dairy Milk y Cadbury Bytes y Cadbury Bournvita y Cadbury Eclairs y Cadbury Dairy Milk Silk STP OF DAIRY MILK Segmentation Demographic segmentation Any age group, Any Income Category TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 8 Geographic segmentation The maximum part of the revenue generated from urban and semi-urban area. Behavioral segmentationOccasions TARGETING In the early 90's, it was seen as meant for kids, usually rewards or a bribe for children. In the Mid 90's the category was re- defined by the very popular Real Taste of Life´ campaign, shifting the focus from just for kids´ to the kid in all of us´. It appealed to the child in every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings' The potential market in rural area was targeted POSITIONING The girl dancing on cricket ground- Way to express the happiness as, Real Taste of Life´ i.e. Asli Swad Zindagi Ka Khanewalon Ko Khane Ka Bahana Chahiye- Social acceptance amongst adults, by showcasing collective and shared moments. Kuch Meetha Ho Jaaye- Celebratory occasions pappu Pass Ho Gaya- Use of street language to express joy in a moment of achievement / success. Khush Hai Zamana Aaj pehli Tarikh Hai to celebrate Pay Day. Shubharambh Kuch Meetha Ho Jaye to start any new work. Kuch Meetha Ho Jaye to spread love and happiness among people. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 9 COMPANY͛SORIENTATION TOWARDS MARKET PLACE The production concept: The products of Cadbury are widely available in the Market and have effective distribution channel. The Product concept: The product concept proposes that consumers favor products that offer the most quality, performance, innovative features. Cadbury dairy milk has best quality, performance and available in many varieties (fruit n nuts, crackles). The selling concept: The selling concept proposes that consumers will not buy the enough products of company unless aggressive selling and promotion efforts. Cadbury dairy milk TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 10 The marketing concept: The marketing concept holds that achieving company͛s goals is being more effective than competitors in creating, delivering superior customer value to customers. Cadbury dairy milk is always deliver a superior value to its customer. The holistic marketing concept: Cadbury dairy milk never allotted the competitors to gain an upper hand in the market which it created. Cadbury dairy milk achieved such tremendous success because of careful branding and ad campaigns. Company always strives to do the right thing. Honesty, openness and being straightforward characterize the way they do business. Company has clear principles and do what they say they will do.Cadbury dairy milk is able to dominating the chocolate market because of careful marketing and is a showcase of the marketing genius of Cadbury. Relationship marketing: Relationship marketing aims to build mutually satisfying long term relationship with customers to earn and retain firm͛s business. Cadbury dairy milk Integrated marketing:Integrated marketing refers to the marketing mix tool which is known as 4P͛s of marketing. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 11 PRODUCT: Varieties (dairy milk, fruit n nut, crackles) Quality (consistency in quality) Design (square box) Brand (reliable and old brand) Attractive packaging (pack in golden wrapper, celebration pack) Various sizes (available in 10gm, 30gm, to big celebration pack) PRICE: Rs.5 of 10gm of dairy milk Only fixed prices PROMOTION: Advertising (cricket, so what anyone won) Direct marketing TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 12 PLACE: Worldwide Various assortments Location (smallest village to metro city) INTERNAL MARKETING PERFORMANCE MARKETING: Cadbury take accountability for their social, economic and environmental impact. In this way company aim to make their business, their partners and their communities better for the future. Cadbury͛s 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. It collaborates and works as teams to convert products into brands VALUE DELIVERY PROCESS Choose the value Provide the value Communicate the Customer Product development Salesvalue force segmentation Service development Sales promotion TOLANIMarket INSTITUTE OF MANAGEMENT STUDIES Page 13 Pricing Advertising selection/focus Customer segmentation: For product like Cadbury, widely children, teenagers & youth are much more interested in chocolates as compare to old age people. Market selection/focus: