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Project Report On

Consumption pattern of Cadbury India Ltds Dairy Milk in Mumbai, IndiaProject Guide

Submitted By MMS Marketing 2008-2010 UNIVERSITY OF MUMBAI

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TABLE OF CONTENT

Table of ContentsTable of Content ............................................................................................................................................................2 Certificate ......................................................................................................................................................................4 Acknowledgment ...........................................................................................................................................................5 executive summary........................................................................................................................................................6 Objectives of the Study..................................................................................................................................................7 1. Chocolate Confectionary Industry in india ............................................................................................................8 Industry trends ..........................................................................................................................................................9 Growth .....................................................................................................................................................................10 Prospects .................................................................................................................................................................11 2. Cadbury India Ltd. ................................................................................................................................................12 Company History .....................................................................................................................................................12 company values and strategy ..................................................................................................................................13 Corporate Social Responsibility ...............................................................................................................................14 Corporate governance .............................................................................................................................................14 Product Portfolio .....................................................................................................................................................16 Chocolates ...........................................................................................................................................................16 Snacks ..................................................................................................................................................................18 Beverages ............................................................................................................................................................18 Candies ................................................................................................................................................................19 Gums ....................................................................................................................................................................19 3. Environment Analysis ..........................................................................................................................................20 Porters five forces model........................................................................................................................................20 SWOT ANALYSIS .......................................................................................................................................................22 2

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Internal Analysis ..................................................................................................................................................25 Financial Analysis .....................................................................................................................................................25 Cadburys Top and Bottom Line Over the years ..................................................................................................25 Comparison with Industry Average .....................................................................................................................26 Current Status of the industry .............................................................................................................................28 Key points addressed in Directors Report ..........................................................................................................28

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Competitor Analysis .............................................................................................................................................30 Market Share Analysis .............................................................................................................................................30 Nestle .......................................................................................................................................................................32 Gujarat Cooperative Milk Marketing Federation (AMUL) .......................................................................................33

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Cadbury Dairy Milk ..............................................................................................................................................34 Marketing Mix .........................................................................................................................................................34 Repositioning ...........................................................................................................................................................40

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Customer Analysis ...............................................................................................................................................44 Methodology ...........................................................................................................................................................44 Analysis ....................................................................................................................................................................45 Preliminary Analysis .............................................................................................................................................45 Final Analysis .......................................................................................................................................................52 FISHBEIN Analysis ................................................................................................................................................55 Limitation of the Study ............................................................................................................................................59

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Action Plan ...........................................................................................................................................................60

Appendix ......................................................................................................................................................................61 Questionnaire Used .................................................................................................................................................61 Bibliography .................................................................................................................................................................66

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CERTIFICATE

Director

Project Guide

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ACKNOWLEDGMENT

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EXECUTIVE SUMMARY Traditionally seen as a being only for kids, chocolates are now being purchased and consumed by all sections of the society. The chocolate market is the second largest in the confectionary market contributing to 43.9% of the total confectionary market. Cadbury India was established in 1948 and is Indias leading chocolate confectionary manufacturer. Cadbury India is a wholly owned subsidiary of Cadbury Schweppes a global confectionary and Beverage Company. The company enjoys a market share of close to 60% in India in terms of value of which close to half is contributed by the companys leading brand Dairy Milk. The objective of our study was to understand Cadbury Indias current position in the Indian market. The study specifically aimed at understanding the marketing mix of Cadbury Dairy Milk and went on to analyze the current attitudes, perceptions and behavior of buyers towards Cadbury Dairy Milk. The study discusses the marketing mix adopted by Cadbury India for Dairy Milk and also discusses in detail the various repositioning strategies the company has adopted to over the years in order to develop the market for not only Dairy Milk but chocolates in general. In order to understand the attitude and perceptions of the consumer towards Dairy Milk a questionnaire was prepared. The developed questionnaire was administered to 89 people from diverse demographic profiles. The first phase of the survey identified Brand, Taste, Advertising, Packaging, Availability and Price as the key attributes which buyers consider while purchasing chocolates. The study also concluded that purchase of chocolates was still largely based on impulse. The st