CADBURY INDIA

Presented by : DEEPAK V. DODDAMANI

MMS (Marketing), Roll no:11

B.V.I.M.S.R. Navi Mumbai

INTRODUCTION TO THE PROJECT

OBJECTIVES OF THE STUDY To understand the Indian confectionary market

To understand Cadbury’s share in Indian confectionary market.

To analyze the strength of Cadbury in the chocolate segment.

To analyze & understand the reasons of loyalty of customer towards the brand Cadbury.

CONFECTIONARY MARKET IN INDIA Indian confectionary industry: 1) Chocolates2) Hard boiled candies3) Éclairs and toffees4) Chewing gums5) Lollipops6) Bubble gums7) Mints and lozenges

Total confectionary mkt: Rs.41 bn

Total Vol. turnover : 2,23,500 tpa

Consumption: Urban :73% & Rural : 27%

KRAFT FOOD INC.

Company Profile World’s no.2 company in Food products like

snacks, confectionaries, and quick meals

Annual turnover: $ 50bn.

Business spread worldwide in 160 countries.

Employees : 1,40,000

Operations in 70 countries

CADBURY INDIA

Established in India: 1948

Manufacturing facilities at: 1) Thane, 2) Induri (Pune), 3) Malanpur (Gwalior),4) Bangalore 5) Baddi (Himachal Pradesh)

Operates in India in 4 categories viz.1) Chocolate confectionary 2) Milk food drinks3) Candy 4) Gum

PRODUCTS (IMPULSE CATEGORY)

Cadbury dairy milk 5 – Star Perk Celebrations Temptations Éclairs Gems Halls Bubbaloo Bournville Dairy milk silk

RESEARCH METHODOLOGY

Method of Sampling - Convenience sampling

Sample size : 50

Data source :- Primary data : Questionnaire & Interview - Secondary data: Internet, Journals etc.

Research instrument : Questionnaire

Data Interpretation & Analysis

ANALYSIS

1) Aware of Cadbury?2) Source of awareness?

ANALYSIS

3) Which Cadbury chocolate do you purchase the most?

ANALYSIS

4) Other than cadbury? 5) Which pack size?

ANALYSIS

6) How frequently do you purchase Cadbury chocolates?

ANALYSIS

7) Impulse purchase ? 8) Availability?

ANALYSIS

9) Which of the factors affect your purchase?

ANALYSIS

10) How important are the factors ?

ANALYSIS

Response

No, not at all (60%)

I may consider (24%)

Cant's say (16%)

11) Will you stop buying Cadbury, if new brand appears in Market?

FINDINGS

synonym for the word chocolates. Cadbury dairy milk (CDM) is flagship brand aiming to replace traditional gifting options

like Mithais and dry-fruits All occasion item & targeted towards whole

family Medium size is preferred. Small size packs

targeted for rural market Brand loyalty towards Cadbury is very high Brand name, quality & flavor are most

important factors

RECOMMENDATIONS Cadbury should bring out new products for

health conscious people It should continue to promote itself as

substitute to mithai Choco-biscuits should be introduced Should use Indian ads and avoid global ads in

India Should consider attractive display or its own

‘Chocolate boutique’ (retail store). Special chocolates for Christmas should be

introduced e.g. rum, champagne flavored New flavors like strawberry,orange,vanilla

etc.

CONCLUSION

There is an immense scope for chocolate industry in India

Indian chocolate industry is unique mix with extreme consumption patterns, attitudes, beliefs, income level and spending

Understanding consumer preferences and demands is the key to growth

Pricing, quality , flavors and pack size are some of the important factors

Economical distribution using proper supply chain management is necessity

Brand loyalty should be maintained

THANK YOU