DISSERTATION REPORT ON ‘MARKETING MIX OF CADBURY INDIA’’ UNDER

THE GUIDANCE OF DR. PREETI SHARMA

SUBMITTED BY:

AYUSH MITTAL

BBA-VI-B

ENROLLMENT NO. – A30106420077

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 ACKNOWLEDMENT

The completion of any task is inseparable from the willingness and enthusiasm of most people to

invest time and energy. By the time this project was completed there was a lot and without

anyone's help my efforts would have been in vain. I am therefore grateful to all those who have

generously helped us by sharing their time, experience and knowledge with us, without whom

this project would never have seen the light of day. I am also grateful to Dr PREETI SHARMA,

professor in BBA department, inspired me. We are always grateful for the useful and necessary

service of others at all stages of life. I sincerely thank my invaluable mentors and the people who

participated in this project in many ways. Finally, I would like to mention that this program not

only meets an educational need, but also helps me in my efforts for the years to come.

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 DECLARATION

I do hereby declare that I have completed the thesis titled “MARKETING MIX OF

CADBURY”. The report submitted is my authentic assignment done under the supervision and

guidance of DR. PREETI SHARMA in partial fulfilment and requirements of BBA program at

Amity Global Business School, Noida. It has not been offered elsewhere for any honorary

degree.

DATE:

AYUSH MITTAL

BBA (2020-2023)

A30106420077

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 TABLE OF CONTENTS

S. NO CONTENTS

1 INTRODUCTION

2 LITERATURE REVIEW

3 COMPANY PROFILE

4 SWOT ANALYSIS

5 OBJECTIVE OF THE STUDY

6 RESEARCH METHODOLOGY

7 DATA ANALYSIS

8 FINDING

9 RECOMMENDATION

10 CONCLUSIONS

11 BIBLIOGRAPHY

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 INTRODUCTION

The starting points of chocolate can be followed back to the old Mayan and Aztec civilizations in

Focal America, who were quick to appreciate "chocolate", a profoundly valued flavored drink

produced using cooked cacao beans. Chocolate has always been a highly prized food, whether

consumed as a beverage made of cocoa or chocolate or as a sweet treat. Chocolate as far as we

might be concerned today previously showed up in 1847 when Broil and Children of Bristol,

Britain - blended sugar in with cocoa powder and cocoa spread (made by the van Houten cycle)

to create the principal strong chocolate bar, then, at that point, in 1875 the Swiss delivered by

Daniel Peters. , figured out how to consolidate (some would agree improve, some would agree

annihilate) cocoa powder and cocoa spread with sugar and milk powder to make the primary

milk chocolate.

Chocolate utilization in India is very low. Per capita utilization in metropolitan regions is around

160g, contrasted with 8-10kg in created nations. Rural areas have even lower levels. In India,

chocolate is more of an indulgence than a snack. When Cadbury switched its focus from

children's chocolate to adult chocolate, the company saw significant volume growth in the early

1990s. Probably the greatest opportunity lies in expanding the customer base. Leading

companies like Cadbury and Nestle have attempted this by making their products affordable and

readily available to the general public.

• Indian Chocolate Market:

Market development in the chocolate fragment was between 10-20%. This category has grown at

an average rate of 14-15% over the past five years and is expected to grow at a similar rate over

the next five years. There are currently nearly 60 million customers in the market, most of whom

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live in urban areas. As income levels rise, increased penetration will be the primary indicator of

growth.

• Indian consumers are price sensitive:

The customer does not care about price. However, the market is price-sensitive. Downgraded are

other FMCG products. However, affordability is more important than demand when it comes to

chocolate. Changes in the income distribution affect demand growth. The upward movement of

the income pyramid is slowed when the economy is growing at a slower rate. This has an effect

on how quickly new customers are added. Be that as it may, existing buyers who can manage the

cost of the item are not scaling back.

• Area of chocolate tidbits:

A healthy "enabler" is a snack. It helps to make people more comfortable with consumption by

making them feel like "yes, I can consume this product." The placement of chocolates as a snack

is intended to convey a message. Perk still faces competition from dairy milk, not cookies or

other snacks. India has not yet adopted chocolate as a snack. You must offer something that

increases value. How many Indians can afford a snack that costs Rs 16-17 for 50g at the end of

the day?

• Factors that affect income:

Costs of cocoa beans: Margins are significantly impacted by cocoa prices, both domestically and

internationally.

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Extract charges: changes in the extract charge forced on malt and chocolate influence the costs of

the end results and hence the development of volume and edges.

The Indian chocolate market can be separated into four sections.

1. The segment of pressed chocolate includes bar chocolates like milk chocolates and others.

Ingredients are poured into molds to make these.

2. Bars like 5-star, Bar One, Perk, Kit Kat, and others are included in the Count Line Segment.

These are typically shaped like bars so that they can be bit down and contain other ingredients

than chocolate.

3. The chocolate molds like Butterscotch, Nutties, and Tiffins are included in the Chocó-Panned

Segment. A layer of chocolate covers the various cores and centers of the paned variety.

4. Segment coated in sugar that contains chocolate objects like gems and chocolate cakes, among

other things. These normally have a glossing over outwardly.

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 REVIEW OF LITERATURE

This category includes three technologies that I identified.

First, Extrusion 2. Production of chocolate that is flaky Wafer production and baking were the

three core competencies that Cadbury's Ireland combined to create a product that would allow

the company to directly compete with Twix and Kit Kat in the bar and cookie market. When

developing Timeout, Cadbury must also take another factor into account. This is chocolate made

with milk. All Cadbury products use Cadbury Dairy Milk chocolate, which is sold separately

under the Cadbury Dairy Milk brand and is made from fresh Irish milk.

However, Cadbury's definition of market segments was the most crucial criterion in the creation

of Timeout. Instead of looking at how a product is made, Cadbury uses customers' shopping

habits to define segments. This strategy for market division has empowered Cadbury Ireland to

recognize a critical utilization design by which the focal point portion is expanding its portion of

the ice cream parlor market. In addition, they observed a market overlap in which brands

previously associated with bars have entered the biscuit industry. As a result of these criteria,

Cadbury Ireland would need to create a product that would satisfy both the confectionery market

as a bar and the biscuit market as a break-time snack and fit into this bridging position between

the bar and biscuit markets.

Product, price, package, and promotion are the four Ps, or variables in the marketing mix.

Product, packaging, and promotion were Timeout's placement's most significant marketing mix

variables. Cadbury lacked a lot of leeway when it came to pricing Timeout because of the power

of retailers. When placing Timeout, price therefore did not matter as much. The product was
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essentially the most important variable in the marketing mix when attempting to position

Timeout as a brand-name bridge product between the cookie and bar markets. Cadbury Ireland

needed to come up with a product that had enough chocolate to satisfy the bar market and

enough biscuits to satisfy the biscuit market. This was made possible by developments in

technology that made it possible to layer flakes on a wafer. Timeout has a flake center that is

covered in milky milk chocolate and is sandwiched between two wafers. At Timeout, it appeared

that Cadbury Ireland had discovered a novel combination of chocolate and biscuit that would

please both markets. The name and design of the packaging were additional factors under the

product.

Market for bars and snacks Bridge-Brand Position Food Market Low price High price Why is

Indian chocolate different from most European chocolate?

India's temperatures are significantly higher than those of Europe. The chocolate recipe is

adapted to the Indian climate to keep the chocolate from melting and to keep its shape at such

high temperatures. Because of this, Indian chocolates have a different flavor because they

contain less milk fat than European chocolates.

Are diabetic-friendly chocolates available?

As a result of government regulations, diabetic-friendly chocolates cannot be manufactured at

this time in India. To make it possible for these kinds of chocolates to be made in India, large

industrial manufacturers have formed alliances with government officials. However, diabetic-

friendly chocolates are readily available in some regions of the world.

Chocolate: the fresh blood pressure arrangement?

vessel health. Flavanoids, an antioxidant found in dark chocolate, aid the body in neutralizing

free radicals—a normal byproduct of metabolism—which have the potential to harm cells.

Chocolates made at home: -

DOMESTIC CHOCOLATES is yet another sector of the Indian chocolate industry. This

segment operates independently and is highly fragmented. They are best known for making a

wide range of chocolates in a variety of flavors and sizes. However, for the same quantity, these

chocolates typically cost more than comparable branded products. This kind of business is

usually done by wealthy housewives. Most of the time, they work in the area and through their

contacts.

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 GROWTH OPPORTUNITIES IN INDIAN CHOCOLATE INDUSTRY: -

Limited use and an untapped market:

The main obstacle to the expansion of the market will be the fact that chocolate is not a

traditional food, its high prices, and issues with domestic production. Prices will fall and these

products will become more affordable for a wider audience as these markets grow. However,

there is still a significant amount of untapped potential in the Indian market, both geographically

and in terms of product assortment. About 70 to 75 million people currently buy chocolate.

There are approximately 116 million potential consumers for chocolate.

In India, chocolate consumption is extremely low. In developed nations, consumption per capita

ranges from 8 to 10 kilograms, while urban areas average around 160 grams. Indian chocolate

consumption remains significantly below East Asian norms. As a result, per capita consumption

still has a long way to go. Rural areas have even lower levels. In India, chocolate is more of an

indulgence than a snack.

The chocolate industry has experienced an average growth rate of 14-15% over the past five

years, and it is anticipated that this rate will continue for at least the next five years.

Changing perspectives and examples of utilization:

Low market purchasing power limited chocolate consumption in the past. Chocolate and other

snacks made from cocoa were once thought to be only good for the wealthy.

However, consumption has increased due to the introduction of smaller, cheaper chocolate bars

over the past two years and the promotion of chocolate as an alternative to traditional sweets at
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festivals. When considered an elitist food, chocolates have evoked an emotional response from

the majority searching for a way of life change at a reasonable cost.

Rural development:

It is believed that the rural and small-town markets are the key to accelerating growth by double

digits. Items, for example, fluid chocolate packs from the current portfolio are supposed to

empower quick reception.

Offshoring from India:

India is being tapped for the commodity of completed products as a brilliant objective for best

assembling rehearses and BPO potential open doors. All of the aforementioned factors lead us to

the conclusion that the chocolate industry in India has a significant amount of room for

expansion, not only in terms of the products it offers but also in terms of the increase in value

and size of overall consumption.

India's growth and success strategies include redesigning the product to maintain excitement.

While expanding their product's reach, businesses should look for new opportunities. The

conveyance will hold the key. Smaller towns, where three quarters of the population is

unfamiliar with the product, require businesses to reach them.

Acquisitions and combinations: Companies that match the product portfolio and overall growth

strategy should be considered for mergers and acquisitions because they will not only strengthen

the company to gain a stronger position in the country but also prevent potential competition in

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the chosen category. Companies will also be able to use each other's distribution networks more

easily as a result of this cooperation.

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 RESEARCH METHODOLOGY

Concentrate on goals

• To comprehend the showcasing blend of Cadbury India.

• To examine the various tactics used in this section.

• To determine the various holes in which the business fails.

• Gain an understanding of the company's competitive position by conducting a SWOT analysis.

• Come up with specific suggestions that the business can put into action to keep its lead in the

market.

• Create a strategy for the company's new product's marketing mix.

The materials and methods section provides an overview of the study's possible methods. Region

covered incorporates research configuration, setting, concentrate on length, endlessly inspecting

methods, information assortment and investigation.

Design of the study "Exploratory Research" was used as the research method.

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 FUTURE PROSPECTS & COMPETITOR INFORMATION

The confectionery industry in India is roughly divided into the following categories: Cadbury's

India Limited's Future Plan

• Chocolates

• Hard confections

• Éclairs and caramels

•Biting gums

• Candies

• Biting gum

• Mints and tablets

The complete candy parlor market is esteemed at 41 billion rupees with a volume turnover of

around 223,500 tons each year. This classification is to a great extent consumed in metropolitan

regions with 73% inclining towards metropolitan business sectors and 27% towards rustic

business sectors. Éclairs and caramels make up 18%, hard-boiled confections make up 18%, and

chewing gum, mints, and lozenges make up the same amount, 13%. Lollipops and Digestive

Candies make up 2.0% of the market.

The chocolates segment of the industry is expected to grow by 23% overall, while the

confectionery segment is expected to shrink by 19%. Cadbury is a major player in the chocolate,

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éclairs, lollipops, and mints markets. Its brands include Dairy Milk, Perk, Gems, 5 Star,

Celebrations, Bytes, Dairy Milk Éclairs, Éclairs Crunch, Mr. Pops, and Halls.

Milk beverages The dairy beverage industry generates approximately 63,000 tonnes of revenue

annually and is worth 16.1 billion rupees. The industry is expanding by 10.1%, as estimated by

Nielsen. Cadbury is a central participant in the section with Cadbury Rivulet vita and Cadbury

Stream vita 5 Star Enchantment

Cadbury India Ltd - Initially

• Cadbury: No. The third-largest soft drink company in the world and number one in

confectionery. 200 countries served. 55,000 people working in total.

• India's Cadbury: presence for over fifty years. position at the forefront of the chocolate

confectionery industry.

• Aspects of success: broad dissemination organization, solid brands, transformation to the

Indian market.

• For Cadbury, India is: a source of managerial talent and a huge potential market.

• Tentative arrangements, India: Investigate bigger portfolio or development. Look for

opportunities in the SAARC region. There were a number of reasons why the market leader was

so far ahead of the rest: A. Cadbury's main strength is its ability to react quickly. Every time a

competitor introduces a new product, they immediately introduce a competing product with

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much lower prices. For example, when Nestle introduced "Kit-Kat," Cadbury's followed with

"Perk" at much lower prices. to keep their share of the market they have dominated.

b. A distribution network is power. Nestlé and Amul's distribution networks are significantly

inferior to Cadbury's. His chocolates can be found in every part of the country where other

brands have failed. Analysts say that Cadbury has been aggressively pushing its products,

focusing primarily on adult audiences, in order to expand the market in recent years despite

increasing competition from Amul, a home-grown company and the Swiss chocolatier that is the

main company in India. Because of this, a significant effort was made to expand the number of

distributors and retailers across the nation. As a result, Cadbury chocolates can now be found in

every pan and cigarette shop in every region of India. The company has over 650,000 retail

locations across the country, up from 400,000 about four years ago.

C. The packaging strategy was another interesting strength that I discovered in my market

research; we all discovered that. Every six months, Cadbury alters the packaging of its

chocolates. A great many people possibly choose to purchase chocolate in the event that they

find the bundling appealing. However, there are some flaws in the chocolate industry due to the

fact that chocolate itself is a perishable commodity. As a result, if proper care is not taken,

chocolate can easily spoil, leading to significant losses for the business.

d. Cadbury's success can be traced back to the strong brand equity it possesses and the consumer

preference it commands in India. Through consistent product quality, relevant, insightful, and

entertaining communications, the company has established a solid brand equity. Cadbury has

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grown new channels for showcasing its brands, for example, Giving and Nibbling. The company

places a significant emphasis on ensuring that the display takes center stage at the point of sale.

E. Cadbury India has taken the time to learn about Indian customers. The company has tailored

its products to the Indian market using its 55 years of experience in India. In addition, it offers

products at reasonable prices to expand its market share.

Early market extension

During the 1990s, Cadbury acknowledged both the scale and the need to extend the market. The

chocolate market has been "universalized" by Cadbury, which was previously only thought of as

a product for children. The multi-award-winning advertising campaign "The Real Taste of Life"

captured every adult's childlike spontaneity.

With its "Energizing Bar" campaign, Cadbury 5 Star offered youth a mental and physical boost

while introducing new products. With the promise of "Thodi Si Pet Pooja Kabhi Bhi Kahin Bhi"

(Anytime, Anywhere), Cadbury Perk, a light chocolate snack, pushed chocolate into the wider

snacking realm and introduced new flavors like "Mint Hint," "Mango Tango," and "Very

Strawberry," even though it was ahead of the competition.

Move

Cadburys is likewise repositioning its items from kids to grown-ups and for merry events. There

was a repositioning effort for Dairy Milk that showed grown-ups doing unusual things (like a

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woman breaking into a container in a stuffed cricket arena) and driving home the message that

grown-ups can appreciate chocolate as well.

It all started in Geneva, Switzerland, in 1783, when Jacob Schweppes perfected his method for

making carbonated mineral water. John Cadbury opened a Birmingham chocolate and cocoa

shop in 1824. In 1969, Cadbury and Schweppes combined to create Cadbury Schweppes pc. In

1897, Cadbury added milk powder paste to a dark chocolate recipe made from cocoa mass,

cocoa butter, and sugar to create the first edible milk chocolate. Cadbury Dairy Milk, the

company's best-selling product, was introduced in 1905. By the middle of the 1920s, Cadbury's

Dairy Milk had established itself as the brand's leader, and Dairy Milk had become the

company's best-selling range by 1913. Beginning around 1969, Cadbury Schweppes' attention

has been on candy store and sodas. Confectionery represented 40% of the group's net sales in

2008, while beverages represented 60%. In more than 200 nations, the company employs

approximately 60,000 people. When Cadbury Dairy Milk chocolate was first introduced at the

beginning of the 20th century, it had a big impact right away and quickly rose to the top of the

market. The example of overcoming adversity proceeded. It is as yet the top of the line chocolate

brand in the nation and the wide Cadbury Uber Brand group of items today has a worldwide

retail esteem moving toward US$1 billion. Cadbury Dairy Milk is a global brand that has a

consistent, distinctive image everywhere. The Cadbury Dairy Milk bar's packaging will look the

same no matter where you buy it; the only difference will be the language. One of the greatest

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British commercials of all time featured the well-known slogan "a glass and a half of whole milk

in every pint" and an illustration of milk being poured into a chocolate bar.

Information about the competition There are three major players in the Indian chocolate market.

Cadbury India Ltd. holds a 71% market share, followed by Nestlé with 23%, Amul with a 4%

market gap, and other markets for the remaining 2%. Despite Nestlé's strong competition,

Cadbury India ltd. appears to be doing well in light of its previous earnings growth rates. In

terms of profit and sales growth, Cadbury India has definitely outperformed Nestle India up until

2008.

Between 1998 and 2008-2009, Cadbury India saw impressive profit growth of approximately

40% and compound annual sales growth of approximately 18%. In contrast, Nestlé India's profits

increased by approximately 18% while sales increased by 4%. The cyclical coffee industry is

partly to blame for Nestlé India's quiet growth. On the off chance that we go completely by

history throughout recent years, Cadbury would merit a preferable offer over Settle. However, it

remains to be seen whether Cadbury can maintain the impressive growth rates of recent years.

The market share held by Cadbury is 71%.

Nestlé 23%

AMUL 4%

Other 2% Chocolates and confectionery (75 percent of turnover) Cadbury has dominated the

Indian chocolate market for more than 50 years, to the point where "Cadbury" has become a

generic name for chocolate products. In every market, Cadbury's leading brands include bars

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 (Dairy Milk, Crackle, and Temptations), éclairs (Cadbury's Éclairs), number lines (5 stars),

grooved candies (Gems), and wafer chocolates (Perk).

Sales of Cadbury chocolate, which accounts for 65% of the company's turnover, increased by

9% in 2008-09, primarily due to the expansion of the flagship Dairy Milk brand. Cadbury's sales

are thought to be 30% dairy milk. To stop their undergrowth, Gems and Five Star were re-

released throughout the year. Despite the introduction of new variants, Perk experienced

undergrowth in 2008. The fresh out of the box new's drives remembered the send off of

Enticements for the superior fragment and Chocki minimal expense chocolate sugary treats

focused on kids. Bytes was recently launched by Cadbury.

Market Share of Cadbury Product

CADBURY DAIRY MILK

FIVE STAR 14%

PERK 8%

GEMS 7%

OTHERS 41%

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 S.W.O.T Analysis:

Strengths:

Strong brands like dairy milk, 5 Star, and éclairs; a wide range of products; high financial

strength; strong manufacturing competence; a well-known brand; and a position as an

innovator.

Weakness:

The company's profits can be used to invest in other areas of business and research and

development, but competitors like Nestle have a more diverse product portfolio and are

dependent on the confectionery and beverage market.

Utilize more information and technology to improve the efficiency of logistics and

distribution. The Indian market, particularly urban areas with low chocolate penetration, can

be developed as a future market.

Innovation is essential because healthier, lower-calorie snacks must be developed in response

to shifting consumer preferences.

threats:

a fierce rivalry in the confectionery industry.

Competition from other suppliers of branded goods. Competitors' aggressive pricing and

promotional strategies raise the possibility of price wars in developed nations .

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 DATA ANALYSIS OF RETAILERS

1. Which Brand of Chocolates the Brand Sells?

o Figure No. 5.17

o 22% of stores carry Cadbury's

19% of stores carry Nestle,

13% of stores carry Amul,

and 3% of stores carry imported brands.

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2. Which Brand Has The Highest Sales?

HIGHEST SALES

Nestle, 3, 14%

Cadbury's
Nestle
Cadbury's, 19,
86%

Figure No. 5.18

o CADBURY-86%

o NESTLE-14%

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3. When Is The Sale Chocolates The Highest?

All Time, 3,
14%

Festivals
All Time

Festivals, 19,
86%

Figure No. 5.19

Sales are normally higher during Festivals. Special occasions like Valentine’s Day, Friendship

day.

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 FINDINGS & RESULTS

• The average monthly spending of people between the ages of 16 and 30 is not influenced by

where one lives or one's social class; rather, it is influenced by where one studies or works, or by

one's social circle of friends and coworkers.

• Buyers are for the most part happy with the ongoing determination that anyone could hope to

find in chocolates for example there are no shopper grumblings in regards to the current

assortments of chocolates.

• On the other hand, there are a lot of new consumer needs and wants for chocolates with new

flavors and ingredients that the current chocolate brands in India haven't addressed.

• It is impossible to clearly demonstrate that introducing a chocolate at a lower price than the

current price will result in gains in market share because there is very little variation among

people who are sensitive to the price of chocolates.

• The quality of the chocolates are more important to consumers than the packaging or the brand.

The fact that 79% of chocolate sales are made in "kirana stores," also known as "mom and pop"

stores, demonstrates that chocolate is a commodity that should be readily available to consumers

at any time and from any location. The offer of chocolates to a great extent relies upon its

accessibility to the purchaser according to his comfort. There are both conscious and

unconscious feelings of passion, loyalty, and enthusiasm in the chocolate confection market.

Practically 80% of chocolate buys are made without really thinking. Customers by and large

arrive at fast conclusions about which ice cream parlor to purchase, with almost 50% of

procurement choices made in something like 10 seconds of entering the in-store sweet shop. In

the chocolate confectionery industry, brands are crucial. A name, mark, or other characteristic

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that sets one product apart from another is known as a brand. A good brand effectively ensures

that it will provide all of the attributes that customers associate with it.

• Cadbury is the only chocolate brand that can compete with Cadbury for many people. The

value of the chocolate candy market and the fact that a small number of customers account for a

large portion of sales in all markets make this customer loyalty essential. Since loyal customers

will continue to purchase your product, they are the most valuable customers to have. According

to the findings of the research, Cadbury's value to consumers is significantly higher than that of

other brands. Brand equity is the value that customer loyalty adds to a brand and shows how

likely it is that a customer will buy again.

• It provides a significant competitive advantage. In a market with a lot of competition, the

Cadbury umbrella brand has stood out and made consumers think of Cadbury as chocolate. The

best-tasting chocolate is synonymous with the Cadbury brand. Through their "Choose Cadbury"

marketing strategy, Cadbury's marketing managers strive to keep this association growing. The

vital ideas of value, taste and feeling are the underpinnings of the Cadbury brand. These

fundamental beliefs assist with separating Cadbury from different brands and guarantee its upper

hand.

• The umbrella brand and expanding product portfolio of the Cadbury brand have successfully

established, nurtured, and developed the brand's leadership position in a highly volatile and

competitive market. Chocolate is one of the few product categories in India that has experienced

as much excitement, increased popularity, and repositioning as it has. Repositioning and

updating its brand portfolio have been successful for Cadbury India. While launching and

relaunching brands, it revamped and reengineered its brand portfolio, strengthened its

distribution network, and heavily relied on advertising and promotion.

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• Rather than concentrating on the product, Cadbury's approach to attracting customers is

somewhat unique; trying to evoke the feelings that chocolate commonly evokes. Additionally,

they have adapted their strategies to the particular needs of the Indian retail industry. They were

able to establish and maintain a leading market position with many devoted customers,

demonstrating that the strategy was clearly successful.

• "Choose Cadbury" is a new global marketing strategy that Cadbury introduced. An extensive

amount of research into consumer behavior and perceptions led to the development of this

strategy. It's a campaign that perfectly shows how a brand can change and communicate different

messages without losing the brand's core strengths and core values.

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 CONCLUSION & RECOMMENDATIONS

Some of the designs that were made for Cadbury are as follows:

1. Everywhere should have access to chocolate.

2. They ought to introduce chocolate that is calorie-free or low-calorie.

3. They ought to offer packages in a variety of sizes so that anyone can afford them.

4. The packaging for chocolate ought to be appealing.

5. Consuming chocolate ought to be healthy and energizing.

6. Chocolates in various flavors should be provided. Include information about the ingredients on

every package's back. Chocolates that are entirely vegan ought to be made by them.

7. Even if the chocolate is successful, the price should be kept low. If consumed, it ought to be

able to take the place of a snack, i.e. a substantial meal.

Transfer Now, on the basis of our research and SWOT analysis, we can bring Cadbury chocolate

to the Indian market in accordance with customer requirements.

1. Product: They ought to offer products of high quality that meet the requirements of customers.

They should strive for international quality in both their processes and their products in order to

comply with Indian customs.

2. Price: The product ought to be priced lower than the competition. The product should be

purchased by everyone, including a middle-class family. They ought to provide value for the

purchase price. At first, they should reduce profits and maintain low prices.

3. Packaging: The packaging of a product ought to be very appealing. The consumer should be

tempted to buy it by looking at the package. Additionally, the product ought to be available in

various sizes. People should associate Cadburys with the color purple on the product packaging.
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4. Responsibilities: They ought to carry out all of their obligations to customers, workers,

shareholders, society, the government, and others who are associated with them. Additionally,

they should care about the environment, offer products that are good for the environment, and the

covers should be recyclable. Product packaging recycling and reuse should be encouraged.

5. Exhibitions: They ought to launch a marketing campaign to handle exhibitions, sponsorships on

television shows, festivals, and fairs. They should give away a free sample as a marketing

strategy. This can mostly be done outside of schools and universities, where the product's primary

target audience is young people.

6. Investment: Through aggressive product development, they should steadily increase their share

of the market. concentrating on their cost-competitiveness, productivity, and inventive use of our

assets. investing in our employees' professional growth.

7. Criticism Assortment: The business should encourage its customers to provide product-related

feedback (in terms of their level of satisfaction). On the item bundling, the organization

encourages the client to reach it either by post or by telephone in the event of purchaser

disappointment with the item.

8. Wege of communication: Because of its value as a brand, the business thrives on word of

mouth, or personal communication in which one customer acts as a shopping guide for another

and encourages him to buy the product. A medium that conveys a message without personal

contact with the customer is called impersonal communication. The fundamental media comprises

of print media, show media and broadcast media. A business ought to use all three of these media

together. However, they use print media, then broadcast media.

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 BIBLIOGRAPHY

www.cadburyindia.com

www.nestle.com

www.aphrodite-chocolates.co.uk/history_chocolate.htm

www.managementparadise.com

www.ibef.org

www.highbeam.com

www.businessworld.in

www.cadbury.com

www.indiabiz.com

www.cadbury.co.nz/carnival/index.htm

www.packaging-technology.com/…/cadbury4.html

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