DESIGN OF STUDY

Objectives
To study influence of Cadbury in todays world.
To find out its positive & negative impacts on human health.
To educate the youths about its ill effects on health.

Sources of Data
The data was collected by visiting various websites which helped me
in collecting data regarding influence of Cadbury on youth and its
positive and negative effects thereby leading to successful completion
of my project.

INTRODUCTION
Cadbury's presence in India dates back to 1948, when the parent
Cadbury Schweppes set up a wholly owned subsidiary Cadbury Fry (India)
Ltd. Cadbury, a subsidiary of Cadbury Schweppes is a dominating player in
the Indian chocolate market with strong brands like Dairy Milk, Five Star,
Perk, Gems, etc. Dairy milk is the largest chocolate brand in India.
Chocolates & Confectionery contribute to 75% of Cadburys turnover.
Cadbury also has a strong brand Bournvita in the malted health drink
category,

which

accounts

for

24%

of

turnover.

Cadbury was originally incorporated as a wholly owned subsidiary of

Cadbury Schweppes Overseas Ltd (CSOL) in 1948. The companys original
name was Cadbury Fry (India) Ltd. In 1978, CSOL diluted its equity stake to
40% to comply with FERA guidelines. In 1982, the name was changed to
Hindustan Cocoa Products. The parent holds over 90% of the equity capital
after the first open offer. A second open offer has been made to buyback the
balance shareholding, after which the company would operate as a 100%
subsidiary of Cadbury Schweppes Plc.
Over the years, the company attempted several diversification in food
category, albeit with little success. In 1986, Cadbury forayed into biscuits
with Cadbury Butter, Glucose and Bournvita brands. The business however,
2

could not take off and was discontinued 3-4 years later. In 1989, Cadbury
diversified into ice creams with Dollops and Lopstop brands, which were
sold off to Brooke Bond in 1994. John Cadbury As the enterprise prospered,
in 1847 John Cadbury rented a larger factory in Bridge Street, off Broad
Street, in the centre of Birmingham and

went into partnership with his brother Benjamin - trading as Cadbury

Brothers of Birmingham. The retail side of the business in Bull Street was
passed to a nephew,
Richard Cadbury Barrow in 1849. Barrow Stores, as it became, traded
in Central Birmingham until the 1960s. A major turning point for the cocoa
and chocolate industry came in the mid-1850s, when taxes on imported cocoa
beans were reduced by Prime Minister William Gladstone. The previously
prohibitive chocolate products were now within the reach of the wider
population. Cadbury Brothers received their first Royal Warrant on February
4, 1854 as 'manufacturers of cocoa and chocolate to Queen Victoria.' The
company continues to hold royal warrants of appointment. During the 1850s
business began to decline. The partnership between the first Cadbury brothers
was dissolved in 1860, a difficult time in the company's history. John
Cadbury's sons Richard and George, who had joined the company in the
1850s, became the second Cadbury brothers to run the business when their
father retired due to failing health in 1861. John Cadbury devoted the rest of
his life to civic and social work in Birmingham until his death in 1889.

RESEARCH PURPOSE
Achieving accuracy in any research requires in depth study regarding
the subject. As the prime objective of the project is to know buying behavior
of consumers regarding Cadbury with the existing competitors in the market
and the impact on Cadbury The research methodology adopted is basically
based on primary data via which the most recent and accurate piece of first
hand information could be collected. Secondary data has been used to
support primary data wherever needed.
Primary

data

was

collected

using

the

following

technique

Questionnaire Method for this geographical area we asked closed ended

questions.
Finally the collected data and information was analyzed and compiled to
arrive at the conclusion. The sampling size is 50 respondent. The survey
gives highlight about the preference of dairy milk among the consumer .and
their buying habits.

REVIEW OF LITERATURE
INTRODUCTION
Cadbury India Ltd, a subsidiary of Cadbury Schweppes Overseas Ltd
is a leading global confectionery company with an outstanding portfolio of
chocolate, gum and candy brands. The company manufactures and sells
chocolate blocks, slabs, or bars; coated wafer biscuits; malted food; and sugar
confectionery. They also export their products to Sri Lanka, Dubai, Ghana
and Maldives. The company has manufacturing facilities at Thane and Induri
in Maharashtra, Malanpur in Madhya Pradesh, Bangalore in Karnataka and
Baddi in Himachal Pradesh and 4 sales offices at Mumbai, Kolkata, New
Delhi, and Chennai. The corporate office is in Mumbai. The company
operates in four categories namely, Chocolate Confectionery, Milk Food
Drinks, Candy and Gum category. In the Chocolate Confectionery business,
the company has maintained their undisputed leadership over the years,
which has some key brands, namely Cadbury Dairy Milk, 5 Star, Perk,
Eclairs and Celebrations. In the Milk Food drinks segment, the main product
is Bournvita, which is the leading Malted Food Drink in the country. In the
medicated candy category Halls is the undisputed leader and in the gums
category the company launched the worldwide dominant bubble gum, with
the name Bubbaloo. Cadbury India Ltd was incorporated in the year 1948 as
a private limited company with the name Cadbury Fry (India) Pvt Ltd. The
company began their operations in India by importing chocolates. In the year
1950s, the company started the manufacture of Chocolate and Bournvita.
5

Also, they launched Cadbury's Fruit & Nut. In the year 1960s, the company
set up a Cocoa Research Centre in Kerala. They set up their first plant in
India at Thane in Maharashtra.

Also, they launched Cadbury's Tiffins, Nut Butterscotch, Caramels,

Crackle, 5 Star and Gems. In the year 1970s, the company commissioned the
Malt Extract Plant at Induri in Maharashtra. The name of the company was
changed from Cadbury Fry (India) Pvt Ltd to Cadbury India Ltd. They
launched Cadbury's Eclairs during this period. In the year 1980s, the
company was converted into a public limited company. In the year 1990s, the
company launched the Sugar Confectionery business with Trebor Googly.
They launched Cadbury's Perk, Cadbury's Truffle and Picnic during this
period. In the year 2002, the company increased the production of Malted
Foods from 6,570 tonnes to 7,900 tonnes. In December 2002, Cadbury
Schweppes Plc UK acquired the global non-chocolate confectionary business
of Pfizer Inc, USA namely Warner Lambert India Pvt Ltd. In the year 2003,
Halls and Clorets were manufactured and successfully marketed by the
company. Also, the company increased the production capacity of Malted
Foods by 700 tonnes to 8,600 tonnes.
Cadbury Schweppes Plc through their

subsidiaries, Cadbury

Schweppes Overseas Ltd and Cadbury Schweppes Mauritius Ltd acquired

equity shares of the company in excess of 90% with led to delisting of the
company's equity shares from The Stock Exchange, Mumbai with effect from
January 20, 2003 and National Stock Exchange Ltd, Mumbai with effect
6

from February 7, 2003. In the year 2005, the company increased the
production capacity of Malted Foods by 4,600 tonnes to 13,200 tonnes and
Hard Boiled confectionery & Gums by 1,026 tonnes to 8,651 tonnes.
In the year 2006, they increased the production capacity of Malted
Foods by 9,000 tonnes to 22,200 tonnes and Hard company launched
Cadbury Lite for consumers with diabetes, which contains a sugar substitute
called Maltilol that ensures a low glycemic index in the product. In May
2008, the company joined

hands with Tamil Nadu Agricultural

University for a research project to promote Cocoa cultivation in Tamilnadu.

In October 2008, the company launched their dark chocolate Cadbury
Bournville Fine Dark Chocolate in India, which is the fastest growing
segment in the confectionary category. The chocolate is available in four
different variants namely, Rich Cocoa, Almond, Hazelnut and Raisin & Nut.
In February 2009, they launched Cadbury Bournvita
Registered Office
Cadbury India ltd.
Cadbury House
19, B Desai Road
Mumbai 400 026
Maharashtra
India
Tel: +91 22 4007 3100

HISTORY
Cadbury, the global leader in the chocolate confectionery market,
began in 1824 when a young Quaker named John Cadbury opened up a shop
in Birmingham. John sold coffee, tea, drinking chocolate and cocoa at his
shop. Believing that alcohol was a main cause of poverty, John hoped his
products might serve as an alternative. He also sold hops and mustard. Like
many Quakers John had high quality standards for all of his products.At that
time in England, Quakers were prohibited from attending university, since it
was affiliated with the established church, and their pacifist beliefs kept them
from joining the military. With few opportunities available, Quakers often
went into business-related fields and/or devoted their time to missions of
social reform.By 1842 John was selling 11 kinds of cocoa and 16 kinds of
drinking chocolate. Soon Johns brother Benjamin joined the company to
form Cadbury Brothers of Birmingham. The Cadbury brothers opened an
office in London and received a Royal Warrant (one of many) as
manufacturers of chocolate and cocoa to Queen Victoria in 1854. Six years
later the brothers dissolved their partnership because of Johns failing health
and the death of his wife. They left the business to John's sons George and
Richard. Johndevoted the rest of his life to social work and died in 1889.
With

Cadburys

continued

success in Chocolate George an

Richard stopped selling tea in 1873.
Master

confectioner

Frederic
8

Kinchelman was appointed to share his recipe and production secrets with
Cadbury workers. This resulted in Cadbury producing chocolate covered
nougats, bonbons delices, pistache, caramels, avelines and more. Cadbury
manufactured its first milk chocolate in

1897. Two years later the Bournville factory employed 2,600 people and
Cadbury was incorporated as a limited company.
During World War I, more than 2,000 of Cadburys male employees
joined the Armed Forces. Cadbury supported the war effort, sending warm
clothing, books and chocolate to the soldiers. Cadbury supplemented the
government allowances to the dependants of their workers. When the
workers returned, they were able to return to work, take educational courses,
and injured or ill employyees were looked after in convalescent homes.
During this period trade overseas increased, and Cadbury opened its first
overseas factory near Hobart, Tasmania. The next year Cadbury merged with
JS Fry & Sons, a past market leader in chocolate.
Cadbury supported the war effort during World War II by converting parts
of its factory into workrooms to manufacture equipment like milling
machines for rifle factories and parts like pilot seats for Defiant fighter
planes.

CADBURY WORLD WIDE

Cadbury is the world's largest confectionery company and have a
strong regional presence in beverages in the Americas and
Australia.
With origins stretching back over 200 years, today
their products - which include brands such as Cadbury, Schweppes, Halls,
Trident, Dr Pepper, Snapple, Trebor, Dentyne, Bubblicious and Bassett - are
enjoyed in almost every country around the world. We employ

around

60,00 people.
Their heritage starts back in 1783 when Jacob Schweppe perfected his
process for manufacturing carbonated mineral water in Geneva, Switzerland.
And in 1824 John Cadbury opened in Birmingham selling cocoa and
chocolate.
These two great household names merged in 1969 to
form Cadbury Schweppes plc. Since then they have
expanded their business throughout the world by a programme of organic and
acquisition led growth.
Concentrating on their core brands in beverages and confectionery
since the 1980s, they have strengthened their portfolio through almost fifty
acquisitions, including brand icons such as Mott's, Canada Dry, Halls,
Trident, Dentyne, Bubblicious, Trebor, Bassett, Dr Pepper, 7 Up and Snapple.
10

It employ 60,000 people in over 200 countries

Worlds No 1 Confectionery company

World's No 2 Gums company

World's No 3 beverage company

Cadbury Brands:
Chocolates
Snacks
Beverages
Candy
SNACKS:
Bytes
BEVERAGES
Bournvita
CANDY
Halls
CHOCOLATES

11

 Dairy Milk
5 Star
Perk
Celebrations
Temptation
Eclairs
Gems

DAIRY MILK

The
Milk

story

of

Cadbury Dairy

started

way

1905 at Bournville, U.K., but the journey with chocolate

back

in

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.
Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk
Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy
12

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.
5 STAR

The second largest after Cadbury Dairy Milk with a market share of 14%,
Cadbury 5 Star moves from strength to strength every year by increasing its
user base.

Launched in 1969 as a bar of chocolate that was hard outside with soft
caramel nougat inside, Cadbury 5 Star has re-invented itself over the years to
keep satisfying the consumers taste for a high quality & different chocolate
eating experience.
One of the key properties that Cadbury 5 Star was associated with was its
classic Gold colour. And through the passage of time, this was one property
that both, the brand and the consumer stuck to as a valuable association.

13

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 now available with a dash of rice crispies.
PERK

Cadbury launched Perk in 1996. With its light chocolate and wafer construct,
Cadbury Perk targeted the casual snacking space that was dominated
primarily by chips & wafers.
With the rise of more value-for-money brands in the wafer chocolate
segment, Cadbury Perk unveiled two new offerings - Perk XL and XXL. In
2004, with an added dose of 'Real Cadbury Dairy Milk' and an 'improved
wafer', Perk became even more irresistible

CELEBRATIONS

14

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
chocolates like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits
enrobed in Cadbury dairy milk chocolate in 5 variants, Almond magic, raisin
magic, cashew magic, nut butterscotch and caramels.
The super premium Celebrations Rich Dry Fruit Collection which is a festive
offering is an exotic range of chocolate covered dry fruits and nuts in various
flavours and the premium dark chocolate range which is exotic dark
chocolate in luscious flavours.

15

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 five
flavours.
Research revealed a niche segment of chocoholics - those exposed
to international chocolates and those who love a variety of chocolates but
possibly find the price of international chocolates too high. Cadbury
Temptations is a range targeted at this segment of discerning chocolate
lovers.
The Cadbury Temptations range is available in 5 delicious flavour
16

variants
- Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forest and Old
Jamaica. With its international quality chocolate Temptations soon became a
popular brand for "chocoholics".

17

RESEARCH OBJECTIVE
OBJECTIVE
1.
2.
3.
4.
5.
6.

To determine the target audience for dairy milk

To determine the different flavors of dairy milk
To analyze the price of the product.
To determine the frequency of buying the product
To know the marketing strategy of the dairy milk
To know the impact of advertisement of dairy milk on the targeted
audience.

18

HYPOTHESIS
Hypothesis is a testable statement of a potential relationship between
two or more variable or more that is advanced as potential solution to the
problem.
Hypothesis is a tentative solution given by the researcher for the
problem. The hypothesis stated by the researcher may be or may not be true
depending upon the problem.

CHARACTERISTICS OF HYPOTHESIS:

Hypothesis should be clear and precise.

Hypothesis should be capable of being tested.
Hypothesis should state the relationship between variable.
Hypothesis must be limited in scope and must be specific.
Hypothesis should be consistent with must known facts.
Hypothesis should be stated in a simple form.
Hypothesis must be economical and must be testable within reasonable
time span.
Hypothesis must explain the fact that give rise to need for explanation.
Hypothesis must always be stated in a sentence form.

19

HYPOTHESIS TESTING
After a survey it is found that today is youth is highly addicted to the
usage of chocolates. The overall study shows that Cadbury chocolates has
changed from luxury to necessity and then to the addiction. Everyone does
have a Cadbury chocolate on a regular basis.. The upcoming generations
finds such kinds of chocolates very attractive. On the basis of study and
survey the following hypothesis can be framed :

Hypothesis 1- In todays usage of Cadbury chocolates is increasing day by

day.
Hypothesis 2- Its not only consumed by children, but people of all ages.
Hypothesis 3- Though people are aware of its side effects, they still consume
the same in large numbers.

On the basis of above interpretation, NULL HYPOTHESIS is accepted. The

reason behind NULL HYPOTHESIS is that clearly found, even though being
affected by effects of too much consumption of chocolates on their health,
especially youth cannot discontinue having the same.

20

Products offered by Cadbury (dairy milk)

DAIRY MILK
Cadbury Dairy Milk encapsulates an enormous breath of emotions, from
shared values such as family togetherness, to the personal values of
individual enjoyment. It stands for goodness. A moment of pure magic!
Cadbury Dairy Milk (CDM) entered the Indian market in 1948, and
since then for consumers across India, the word Cadbury has become
synonymous with chocolate. CDM remains at the top of the Indian chocolate
market not only because of its most delicious, best tasting chocolate but also
because of its memorable communication.
In the early days, the brand had a huge fan following among kids. In
order to build stronger appeal among older age groups, the brand repositioned itself through the classic Real Taste of Life campaign in 1994.
The campaign positioned Cadbury Dairy Milk as the chocolate that
awakened the little child in every grown up and very soon, both teenagers
and adults, were hooked on to this bar of pure magic.
With the launch of the Rs. 5 pack in 1998, CDM became more
affordable and hence more accessible for the masses. The ensuing positioning
of Khaane Waalon ko khaane ka Bahana Chhayie made consumption into a
joyful, social occasion.

21

In 2004, the `Kuch Meetha Ho Jaaye campaign was launched, seeking

to increase CDM consumption by making it synonymous with traditional
sweets (Mithai). With Amitabh Bachchan as the face and voice of the brand,
the campaign

went on to become a huge success. People could relate to the commercials

that were aired to promote Cadbury Dairy Milk. How many can forget the
`Pappu Pass Ho Gaya commercial? The country cheered on as Pappu fell in
love in the Pappu Love Test commercial. Then came`Miss Palampur and the
country celebrated the beauty pageant with a difference. The`Kenya
commercial that was aired in 2008 celebrated the spirit of cricket and that of
true sportsmanship. In 2009, we aired another commercial under the `Kuch
Meetha Ho Jaaye platform, called the `Pay Day commercial.
In the year 2010, the `Shubh Aarambh campaign was launched, drawing
lines from the traditional Indian custom of having something sweet before
embarking on something new. With `Shubh Aarambh, Cadbury took the
Dairy Milk journey a step further into the hearts of its million lovers.With the
current campaign Khaane Ke Baad Meethe Mein Kuch Meetha Ho Jaaye,
our aim is to introduce the thought of having a CDM as a post dinner meetha
(dessert).
DAIRY MILK SHOTS

22

With a large section of Indians still choosing traditional sweets

(Mithai) over chocolates, an offering was required that would seed chocolate
consumption amongst non-users and help increase consumption frequency
amongst fringe chocolate users.

Also, even at its lowest price point, Cadbury chocolate was still
inaccessible to majority of the rural population. Therefore, in an effort to
upgrade the Candy and Mithai eating consumers to chocolate, Cadbury
launched CDM Shots in 2008. An innovative format of sugar coated
chocolate made to withstand the rural temperature fluctuations.
Positioned as chocolate laddoo and priced at Rs. 2 for 2 pieces, the
attempt was to introduce the product to consumers as the perfect value-formoney accompaniment for their small celebratory occasions.
Multiple campaigns from the brand have established the name Shots
and laddoo amongst kids, teens and adults. These chocolate laddoos are the
new affordable alternative to sweet.
DAIRY MILK SILK
Cadbury Dairy Milk has captured the heart of Indian consumers for over
six decades; but there was room for a more premium entrant in the category.
And enter CDM Silk. Most CDM lovers thought that nothing could taste
better, but CDM Silk came as a welcome surprise! It is creamier, smoother,
and tastier. Its dome shaped cubes pack more chocolate and hence provide a
23

superior eat experience.Launched in January 2010, with a tantalizing taste

that tempts the taste buds, CDM Silk delivered an exquisite chocolate eating
experience in the Indian market. The advertising highlights the joy of
savoring CDM Silk and builds on its creamy and smooth experience that
instantly melts in your mouth. This brand promise was beautifully captured
by the tagline `Have You Felt Silk Lately?The campaign comprised of three
commercials which showcased different protagonists indulging and savoring
Cadbury Dairy Milk Silk chocolate, with innocence and unabashed joy,
unmindful of their surroundings.

CADBURY CLEBERATION
A festival is not a festival unless it is celebrated, and a celebration is
not a celebration unless you open a box of Cadbury Celebrations! If there
was one challenge that Cadbury faced, then it was in converting the
quintessential Mithai loving Indian into a chocolate fan. With Celebrations,
we not only succeeded in positioning chocolates as the modern variant over
the traditional Mithai, but also managed to connect to the average Indian for
whom festivals hold a special significance. If Raksha Bandhan is special to
an average Indian, so is Diwali (festival of light). The Cadbury Celebrations
journey began in 1997 with Cadbury attempting to introduce the
Celebrations range as a typical gift for a festive occasion. In 2000, Cadbury
positioned Celebrations as the new `Rakhi Par Ek Meetha Sa Uphar and
slowly, people started waking up to the idea of gifting their near and dear
24

ones delicious chocolates in place of traditional sweets. In 2002, Cadbury

further strengthened and nurtured the closeness of the brother sister
relationship. With Gulzars heartwarming lyrics `Rishtey Pakne Do,
`Aankhon Se Chakne Do, the age-old custom of tying a Rakhi was followed
by gifting a box of Celebrations. Between 2003 and 2006, Celebrations
became the perfect addition to the traditional Shagun. With the tagline
`Kyunki Sirf Shagun Hi Kaafi Nahin yet one more time, Cadbury made
Raksha Bandhan even more special
In 2008, Celebrations went beyond a simple Rakhi gift, and
commemorated the true core of the relationship the love that siblings share.
In 2010, the Rich Dry Fruit and Assorted Favorites range of Celebrations
were unleashed, which were aptly supported by the `Shararat commercial.
Now, Celebrations became the new fun starter for the older siblings; a
delicious treat that they could enjoy on the occasion of Raksha Bandhan.
Recognizing the market potential, Cadbury decided to add the Diwali
twist to Celebrations. With the 1999 campaign that surprised families with
`Diwali Ki Meethi Shubhkaamnaaye and the `Har Pal Bane Ek Utsav
campaign in 2000, people were now reveling in the Diwali festivities with a
box of Cadbury Celebrations. In 2002, with the tagline `Rishtey Pakne Do
the Rich Dry Fruit Collection was introduced in the market that got families
together in festive times.
Delving beyond families, the 2004 Celebrations commercials starring
Amitabh Bachchan cemented the spirit of friendship with the tagline `Aisi
Mithaas Jo Dosti Banaye Khaas. In 2006, another Amitabh Bachchan starrer
25

with the tagline `Ek Aisi Mithaas, Jo Dosti Ko Banaye Aur Bhi Khaas
celebrated the warmth of re-unions and friendships that went beyond time. In
2009, Celebrations took the brand thought deeper into the meaning of
Diwali; it was now a symbol of new friendship, spreading happiness, and
taking a moment to thank all those who remain unappreciated for most part
of the year. Tapping into the festive mood of togetherness, Celebrations
started asking people `Iss Diwali Aap Kisse Khush Karenge?

DAIRY MILK FRUIT N NUT

Cadbury Dairy Milk Fruit & Nut is a chocolate bar, that is made
by Cadbury UK, and is sold in the United Kingdom and other countries. It
contains, as the fruit and nut raisins and almonds however in early versions
of the bar the nuts were mixed nuts, including Brazil buts, rather than just
almonds.[1]
The bar launched in 1926 as Cadbury's Fruit & Nut, but was
renamed Cadbury Dairy Milk Fruit & Nut in 2003. In the early years, along
with the other Dairy Milk varieties, it was advertised as being essentially
Dairy Milk with added bits. By the 1960s each variety was advertised and
26

branded separately, distancing itself from its Dairy Milk parent, in order to
appeal to a younger market, hence the wide variety of wrappers and graphics.
The famous Fruit and Nut advert had the slogan 'Everyone's a fruit and
nutcase'. However by the 1980s, they went full circle and all branding and
wrappers were all realigned towards being part of the Dairy Milk family once
again, so all bars once again became predominantly purple, so were
unmistakably Dairy Milk. In 2003 this was further reinforced with a
rebranding to become Cadbury Dairy Milk Fruit and Nut.

27

RESEARCH DESIGN
The researcher has used descriptive type of research for the project.
Descriptive research is very common in business and other aspects of life. In
fact, most of the marketing research youve heard about or participated in can
be categorized as descriptive research. With a descriptive research design we
are usually trying to describe some group of people or other entities.
Descriptive research, is used to describe characteristics of a population or
phenomenon being studied.
Descriptive research does not fit neatly into the definition of either
quantitative or qualitative research methodologies, but instead it can utilize
elements of both, often within the same study. The term descriptive research
refers to the type of research question, design, and data analysis that will be
applied to a given topic. Descriptive statistics tell what is, while inferential
statistics try to determine cause and effect.

28

SWOT Analysis of Cadbury

SWOT Analysis is the method to evaluate the Strength, Weakness,
Opportunity and Threats involved in an organization. It includes identifying
the internal and external factors that are favorable or unfavorable to achieve
the objectives of the organization.
Strength:
1. Largest global confectionery supplier.
2. Market leaders in three sectors: Chocolates, Confectionery and food drinks
3. Cost of Production is low due to economic of scale which leads to higher
profit and better market penetration.
4. High financial strength.
5. Strong brand name and leader in innovations.
Weakness:
1. Poor technology in India as compared to other nations
2. Limited key products as it is depended only on chocolates and beverage
market compared to other competitors.

29

Opportunities:
1. Growing middle class and growing urban population.
2. Increasing gifts cultures.
3. Substitute to Mithais with higher calories/cholesterol.
4. Increasing concept in departmental stores desire at cash counters.
5. Opportunity increases with increase in market shares by acquisition.
6. Transfer production to low cost countries where labour cost and raw
material will be cheap.
7. Introduction of new products with low fats.

Threats:
1. Due to highest brand equity and low cost, it is successful in India.
2. Globalization will bring in better brands for upper end of the market.
3. High fats and calories in the products of Cadbury may reduce the demand
of the consumers who are conscious of nutrition and healthier lifestyles.
4. Competitive pressure from other national and global suppliers.

30

31

Current Marketing Strategy used by Cadbury

To encourage the consumers Cadbury uses many strategies. Some of them
are as follows:
On Every Hand Everywhere: The customers demand flawless services
from the salesmen and they have to deliver that to the customers. Cadbury is
the market leader in confectionery and chocolates. Their sales team plays an
important role in the success. They regularly conduct surveys of consumers
choice and requirements. They deliver the products not only in the super
markets but also in the small shops, so that every segment of the customers
can easily get their products. They also provide selling techniques.
Growing with Emerging Markets: Revenue of the company grows with
the emerging markets. They continuously modify the products to fulfill the
requirement of all segments of consumers. This strategy leads them to a
growth of above 20% annually for the past three years.
A strong foundation: Since 1948, Cadbury is serving their products in
India and they have created a very strong tradition and leadership position.

32

They are the number one chocolate brand with a share of about 70%. Today
only one third of
the population buys the chocolate so Cadbury is challenged to introduce the
pleasure of Cadbury to many peoples.

Growing with the market: To attract the broader range of consumers is the
main target the Cadbury. They created a base range of their acceptable
chocolate brands at more reasonable and affordable price. They also
introduced the gift range products for the customers segments with highincome group.

Eclairs became more popular in the markets with a hotter climate. The
consumers find the delicious taste of chocolate in the middle that easily melts
in the mouth and not in the hot climate. It is also an affordable chocolate for
everyone. The new Eclairs Crunch is with more crispy caramel shell for hot
climatic conditions.

33

34

SAMPLING METHOD
In survey method research, participants answer questions administered
through interviews or questionnaires.

After participants answer the

questions, researchers describe the responses given. In order for the survey to
be both reliable and valid it is important that the questions are constructed
properly. Questions should be written so they are clear and easy to
comprehend.
Another consideration when designing questions is whether to include openended, closed-ended, partially open-ended, or rating-scale questions
The researcher collected the information from
1. Primary method of data collection: The researcher has collected
information by preparing a questionnaire about dairy milk and
circulating it among friends and colleagues.
2. Secondary method of data collection: The researcher also collected
information about Cadbury dairy milk from secondary methods like
internet, Cadbury official website, blogs etc.
The problems faced by the researcher in conducting primary research are as
follows:
Sample sizeSampling involved selecting units from a population of interest so that by
studying the sample can fairly generalize the results back to the population
35

from which they were chosen. In the present course work, convenience
sampling was used and an
aggregate sample size was Sampling procedure. It has taken simple random
sampling.
Sources of secondary data
Used to obtain information on, Cadbury and its competitor history,

current issues, policies, procedures etc, wherever required.

Internet
Newspaper
Cadburys Market Segment
Market place for any product is comprised of many different segments
of consumers, each with different needs and wants. Markets
segmentation can be defined in a number of ways such as:
Demographic variables (e.g. Consumers are groups, gender,

material
states income etc)
The lifestyle of consumers (i.e. their interests and activities) the
benefits which consumers look for in a product or on the occasions
when the product might be consumed.

36

 WORM INCIDENT IN DAIRY MILK

Three years back, Cadbury's found itself in the eye of a storm, when a few
instances of worms in its Dairy Milk bars were reported in Maharashtra. In
less than two weeks, the company launched a PR campaign for the trade.
And three months later, came an ad campaign featuring Big B and a
revamped poly-flow packaging. Marketing and communications experts
brought together by AICAR and the Subhash Ghoshal Foundation say that
Cadbury moved quickly to bear.
And thanks to its equity with the consumers, Cadbury's won back consumer
confidence, with hit on sales notwithstanding.
In October 2003, just a month before Diwali, customers in Mumbai
complained about finding worms in Cadbury Dairy Milk chocolates. Quick
to respond, the Maharashtra Food and Drug Administration seized the
chocolate stocks manufactured at Cadbury's Pune plant.
In defense, Cadbury issued a statement that the infestation was not possible
at the manufacturing stage and poor storage at the retailers was the most
likely cause of the reported case of worms.
But the FDA didn't buy that. FDA commisioner, Uttam Khobragade told
CNBC-TV18, "It was presumed that worms got into it at the storage level,
37

but then what about the packing - packaging was not proper or airtight, either
ways it's a manufacturing defect with unhygienic conditions or improper
packaging."
That was followed by allegations and counter-allegations between Cadbury
and FDA. The heat of negative publicity melted Cadbury's sales by 30 per
cent, at a time when it sees a festive spike of 15 per cent.

For the first time, Cadbury's advertising went off air for a month and a half
after Diwali, following the controversy. Consumers seemed to ignore their
chocolate cravings.
As a brand under fire, in October itself, Cadbury's launched project 'Vishwas'
- a education initiative covering 190,000 retailers in key states. But what the
company did in January 2004 is what really helped de-worm the brand.
By investing up to Rs 15 crore (Rs 150 million) on imported machinery,
Cadbury's revamped the packaging of Dairy Milk. The metallic poly-flow,
was costlier by 10-15 per cent, but Cadbury didn't hike the pack price.

38

Data interpretation & Analysis

1. Do you eat chocolates?

Response (%)

25%

Yes
No

75%

39

2. When you think of Cadbury which chocolate comes to your mind?

Dairy milk
5 star
Perk
Kit-Kat
Others

40

60%
60%
50%
40%
30%
20%
10%
10%

10%
5%

0%
Dairy Milk

5 Star

Kit-Kat

Others

5%

Perk

3. Why do you prefer that particular brand?

--------------------------------------------------------------------------------------

4. How many chocolates bar you prefer in a week?

41

0.7
70%
60%
50%
40%
30%

less then 5

less then 10

above 10

20%

20%
10%
0%

5. Do you think dairy milk is preferred by children only?

200%

150%

NO
YES

100%
60%
50%
0.4
0%

42

6. Do you think now people have become more health conscious that the
need of chocolate have declined?

200%
180%
160%
140%
120%
100%

MAY BE
0.2
50%

NO
YES

80%
60%

0.3

40%
20%
0%

7. Do you think sugar free dairy milk should be introduced to attract health
conscious people?

43

0.6

YES

0.15

60%

NO

25%

MAY BE

50%
40%

MAY BE

30%
20%

NO

10%
0%

YES

8. Have you seen dairy milk advertisement camping?

15%

yes
no

85%

9. Which dairy milk advertisement are more appealing?

44

T.V
80%
70%
60%
50%
40%
30%
20%
10%
0%

PRINT MEDIA

0.75

0.05

RADIO

0.05

HOARDINGS

15%
RADIO
PRINT MEDIA
T.V

10. Does advertisement influence you to buy the product?

40%
60%

YES

45

NO

HOARDINGS

11. Give chocolate in one adjective?

YUMMY
0.2

0.6
60%
50%

TASTY
CRUNCHY

20%

CRUNCHY

40%
30%

TASTY

20%
10%

YUMMY

0%

12. Do you think price of dairy milk is fair?

46

30%
yes
no
70%

FINDINGS
47

50 respondents were asked the questions on Cadbury dairy milk.

Where 75% said that they like to eat chocolates was 25% dont eat
chocolates. Where 70% like to eat dairy milk and other 305 prefer some other
chocolates it was also been asked in dairy milk which chocolate that would
prefer most of them said they would like to eat dairy milk and least people
would like to go for dairy milk fruit n nut. And average selection was done
for crackle and dairy milk silk. Majority of the people would purchase the
chocolate bar less than 5 per week. 10% people would like to buy more than
10 bar in a week.
As dairy milk is not only preferred by children only. 60% of the
respondent said that the chocolate is preferred by adults too. As dairy milk
are consumed by many people the most appealing is through advertisement.
That to television it also influence to buyer to buy the product.
As the respondent are not much happy with the price of the dairy milk.
70% of them said that price is too high especially of dairy milk silk. As 50%
said that sugar free dairy milk will help the people to attract the one who is
health conscious.

48

CONCLUSION
Cadbury's presence in India dates back to 1948, when the parent
Cadbury Schweppes set up a wholly owned subsidiary Cadbury Fry (India)
Ltd. Cadbury, a subsidiary of Cadbury Schweppes is a dominating player in
the Indian chocolate market with strong brands like Dairy Milk, Five Star,
Perk, Gems, etc. Dairy milk is the largest chocolate brand in India.
Chocolates & Confectionery contribute to 75% of Cadburys turnover.
Cadbury Dairy Milk (CDM) entered the Indian market in 1948, and since
then for consumers across India, the word Cadbury has become synonymous
with chocolate. CDM remains at the top of the Indian chocolate market not
only because of its most delicious, best tasting chocolate but also because of
its memorable communication. A strong foundation: Since 1948, Cadbury is
serving their products in India and they have created a very strong tradition
and leadership position. They are the number one chocolate brand with a
share of about 70%. Today only one third of the population buys the
chocolate so Cadbury is challenged to introduce the pleasure of Cadbury to
many peoples.

49

BIBLIOGRAPHY
The following sites helped me to complete my project:

www.academia.edu

www.itu.gov.in

www.streetdirectory.com

www.ehow.com

50

QUESTIONARIE
1. Do you eat chocolates?
Yes
No

2. Do you prefer dairy milk?

Yes
No
3. When you think of Cadbury which chocolate comes to your mind?

Dairy milk
5 star
Perk
Kit-Kat
others

4. How many chocolates bar you prefer in a week?

Less than 5
Less than 10
Above 10

5. Do you think dairy milk is preferred by children only?

Yes
51

 No

6. Do you think now people have become more health conscious that the
need of chocolate have declined?
Yes
No
Maybe

7. Do you think sugar free dairy milk should be introduced to attract health
conscious people?
Yes
No
Maybe
8. Have you seen dairy milk advertisement camping?
Yes
No
9. Which dairy milk advertisement are more appealing?

TV
Print media
Radio
Hoardings

10. Does advertisement influence you to buy the product?

Yes
No
11. Give chocolate in one adjective?
52

 Yummy
Testy
Crunchy
12. Do you think price of dairy milk is fair?
Yes
No

53