142923701-cadbuary-project-on-marketing.docx

8/10/2019 142923701-cadbuary-project-on-marketing.docx

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TO STUDY THE CONSUMER BEHAVIOUR IN MALTED FOOD

DRINKS WITH SPECIAL REFERENCE TO BOURNVI TA

SUMMER TRAINING PROJECT REPORT

SUBMITTED TOWARDS PARTIAL FULFILLMENT

OF

BACHELOR OF BUSINESS ADMINISTRATION

(Affiliated To Punjab Technical University, Jalandhar)

Academic Session

[201-2014]

SUBM ITTED BY:

OKORIE ANI NWITTE

11211910001

UNDER THE GUIDANCE OF SUBMITTED BY:

PRIYA BHATNAGAR NAME: OKORIE ANI NWITTE

ROLL NO: 11211910001

PUNJAB TECHNICAL UNIVERSITY

DIRECTORATE OF DISTANCE EDUCATION JALANDHAR, KAPURTHALA-144601


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PREFACE

Project report in any organization is an attempt to provide the student a particular input and exposureto the real world situation in which it has to work in future, my project report in on TO STUDY

THE CONSUMER BEHAVIOUR IN MALTED FOOD DRINKS WITH SPECIAL

REFERENCE TO BOURNVITA based on to find out the importance of internet in marketing

sector. The extract of the work is presented in the report under various headings introduction,

overview and profile of companies.

The project provides me chance to study and analyze the topic. It enhances my knowledge in field of

E-Commerce sector and in company sector. This project also gave me chance to improve logicalthinking and interacting pattern while working on this project


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ACKNOWLEDGEMENT

With profound sense of gratitude and regard, I express my sincere thanks to my guide and PRIYA

BHATNAGAR for her valuable guidance and the confidence she installed in me, that helped me in

the successful completion of this project report. Without her help, this project would have been a

distant affair. Her thorough understanding of the subject and the professional guidance is indeed ofimmense help to me I am also thankful to the faculty members of our institute who cooperated with

me and gave me their valuable time.


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TABLEOFCONTENTS

S.No. TOPIC Page.No

Acknowledgement

Executive Summary

1 Introduction

1.1

Introduction

1.2

Company profile1.3Business overview

1.4Objectives

1-13

2 Research Methodology

2.1 Research Problems

2.2 Sampling Design and Sampling units

14-30

3 Analysis and Findings

3.1 Data Analysis

3.2 SWOT analysis

31-49

5. Limitations 50-51

6. Conclusions and recommendations 52-57

7. Appendices 58-65

8. Bibliography 66-67


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EXECUTIVE

SUMMARYThe objective of the project is to conduct a survey in the market of Cadbury malted food drink Bourn

vita, which grabs 17%market share in the total malt food drink market of India.

The project also aims an extensive study of other health drinks like Horlicks, Complan and Boost and

then to compare the Bourn vita with these malted food drinks and to make the analyses that how

Bourn vita is gaining a major presence in the market among all health drinks.

The research included the behavior of Retailers and Consumers. The research was in the form of a

survey and 100 retailers and consumers were surveyed.

Regarding retailers researcher got to know that retailers prefer to keep, Bourn vita among all malted

food drinks available in the market, on their outlet and only Bourn vita has the highest sales among

all these drinks.

Regarding Customers, researchers found about their preference about selecting a drink, most of the

consumers gave Taste as first preference while selecting a malted food drink, most of them aware ofthe big brand and its company.

This is how Bournvita is enjoying a major share in the market and hence is a leader in market of

India.


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INTRODUCTION

1.INTRODUCTION

CHOCOLATE MARKET IN INDIA

FACTS AND FIGURES

Chocolate market is estimated to be around 1500 crores (AC Nielson) growing at 18-20% per

annum Cadbury is the market leader with 72% market share

The per capita consumption of chocolate in India is 300 gram

compared with 1.9 kilograms in developed markets such as the United

Kingdom

Over 70 per cent of the consumption takes place in the urban markets

Margins in the chocolate industry range between 10 and 20 per cent, depending on the price

point at which the product is placed Chocolate sales have risen by 15% in 2007 to reach 36000 tones according to one estimate.

Another estimate puts the figure at 25000 tones

The chocolate wafer market (Ulta Perk etc) is around 35 % of the total chocolate market and

has been growing at around 13% annually

As per Euro monitor study, Indian candy market is currently valued at around USD 664

million, with about 70%, or USD 461 million, in sugar confectionery and the remaining 30%,

or USD 203 million, in chocolate confectionery

Entire Celebrations range market share is 6.5%

The global chocolate market is worth $75 billion annually.


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MALTED DRINK MARKET IN INDIA

India, the worlds largest malt-based drinks market, accounts for 22% of the worlds retail volume

sales, as they are traditionally consumed as milk substitutes and marketed as a nutritious drink,

mainly consumed by the old, the young and the sick.

The market for Malted food drinks is large and is characterized by a few large players. The market

can be broadly segmented into white malted food drinks which dominate in the Southern and the

Eastern parts of the country and Brown Malted food drinks which dominate in the North and the

West. Large brands like Bourn vita and Horlicks dominate in Malted food drinks sector and the

growth has been steady in the last five years

Sales were aided by improved retail and distribution in recent years combined with a large child and

youth consumer base. India also recorded the highest growth (53% in US$ terms) between 1998-

2003,spurred by consumers trading up to value-added products. In 2003 for example

GlaxoSmithKline relaunched Horlicks for Kids, specifically target at young children, as well as

launching Horlicks in three new flavors.

GlaxoSmithKline accounts for 70% of malt-based hot drinks; indeed India contributes nearly 60% of

the companys global sales of the product. Other majorplayers present include Cadbury Schweppes

and Nestl .


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1.2 Company prof i le

Cadbury India began its operations in 1948 by importing chocolates and then re-packing them before

distribution in the Indian market. Today, Cadbury 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, Kolkata and Chennai). Its corporate office is in Mumbai.

Worldwide, Cadbury employs 60,000 people in over 200 countries. Currently Cadbury India operates

in three sectors viz. Chocolate Confectionery, Milk Food Drinks and in the Candy category.

In Cadbury Indias words,

Our core purpose "Working together to create brands people love" captures the spirit of what we are

trying to achieve as a business. We collaborate and work as teams to convert products into brands.

Simply put, we spread happiness!

In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the

years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, clairs, Celebrations and

Bournvita. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the

world!

In the Milk Food drinks segment their main product isBournvita- the leading Malted Food Drink

(MFD) in the country. Similarly in the medicated candy categoryHallsis the undisputed leader. They

recently entered the gums category with the launch of their worldwide dominant bubble gum brand

Bubbaloo. Bubbaloo is sold in 25 countries worldwide and recently being launched in India.

The Cadbury India Brand Strategy has received consistent support through simple but imaginative

extensions to product categories and distribution. A good example of this is the development of

Bytes. Crispy wafers filled with coca cream in the form of a bagged snack, Bytes is positioned as

"The new concept of sweet snacking". It delivers the taste of chocolate in the form of a light snack,

and thus heralds the entry of Cadbury India into the growing bagged Snack Market, which has been
http://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/bev1.asphttp://www.cadburyindia.com/brands/conf1.asphttp://www.cadburyindia.com/brands/conf1.asphttp://www.cadburyindia.com/brands/conf1.asphttp://www.cadburyindia.com/brands/conf1.asphttp://www.cadburyindia.com/brands/bev1.asp


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dominated until now by Salted Bagged Snack Brands. Bytes was first launched in South India in

2003.

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two

decades, they have worked with the Kerala Agriculture University to undertake cocoa research and

released clones, hybrids that improve the cocoa yield. Cadburys Cocoa team visits farmers and

advises them on the cultivation aspects from planting to harvesting. They also conduct farmers

meetings & seminars to educate them on Cocoa cultivation aspects. The efforts have increased cocoa

productivity and touched the lives of thousands of farmers. Hardly surprising then that the Cocoa tree

is called the Cadbury tree!


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1.3 BUSINESS OVERVI EW

Cadbury India's main source of revenue is its 70% bite of the 23,000 tones Indian chocolate market.

It is also present in the malted food market (Bournvita enjoys a 24 percent share of the 20,000 tones

brown drinks market). Of late, the company has ventured into the 120,000 tones sugar confectionery

market ('Googly') and has gained about 5% market share there. The revenue break up of its different

business segments is as follows:


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1.4 PROJECT OBJECTIVE

To understand the behavior of retailers and customers towards the Cadbury product Bournvita in

comparison of other malted food drinks in market like Complan, Horlicks and Boost.

Beside this other objective is to conduct an extensive study of Cadbury Bournvita as a product and a

brand

Preference of the retailers in case of malted food drinks as a product

Preference of the retailers regarding the most viable product in term of sales

Preference of the customers regarding selection of a malted food drink

Their preference for Bourn vita as a drink

Finding the main competitor of Cadbury Bourn vita and its reasons

Finding the average sales of Bourn vita

Understanding the distribution channel of Cadbury

Understanding the various system of Cadbury like official checks to the retailers.

Customer awareness regarding Bourn vita as a product of Cadbury

There awareness about the new product launch of Cadbury Bourn vita.


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BROWN BEVERAGES MARKET IN INDI A

Brand Share

Bourn vita 47%

Boost 30%

Milo 10%

Maltova 8%

Others 5%

CADBURY INDIA


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ABOUT CADBURY BOURNVITA

Cadbury was incorporated in India on July 19th, 1948 as a private limited company under the name

of Cadbury-Fry (India). Cadbury Bournvita was launched during the same year.

It is among the oldest brands in the Malt Based Food / Malt Food category with a rich heritage and

has always been known to provide the best nutrition to aid growth and all round development.

Bournvita was one of the most loved chocolate drinks around the world. Bournvita was the

combination of two words, Brown &Vita. Brown because its brown in color & Vita because it

has lots of vitamins.

Throughout it's history, Cadbury Bournvita has continuously re-invented itself in terms of product,

packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has helped the

brand maintain its leadership position and image over the last 50 years.


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HISTORY

1948 Bourn vitalaunched in India.

1950 The "Sleeping Beaker" was relaunched in 1950 and was now produced in a high grade plastic

material. It came complete with a blue "Night Cap" lid that could also be used as a saucer and was

sold as a special combined offer of a 1/2lb tin of Bourn-vita and a Beaker.

1972 The Cadbury Bourn vita Quiz was launched on radio in India

1980s In India, Bourn vita was positioned on taste and the goodness benefit. The communication

taglines demonstrated thisBrought up right, Bourn vitabright, Goodness that grows with you

1990sBourn vita relaunch which involved product fortification and complete refresh in the

marketing mix. The brand was positioned around physical and mental strength. Around the same

time the Cadbury born vita Quiz was taken on national television. The program made quizzinginteresting for kids, reaching out to 2.5 Lakh kids directly every year through the school contact

programs and another 20 Lakh kids through the television route

1991 The Brand sponsored the Nigerian female Soccer team, the Super Falcons to the first ever

Female World Cup.

2001 In India Bourn vita was relaunched with a renewed kid focus communication, and fresh

contemporary packaging through PET jars.

2004 Bourn vita relaunch with Superchargers, further product fortification, with a more

compelling positioning of Confidence to face daunting obstacles through the strength of body and

mind

2006 Bourn vita dawned a new look in India with international, trendy packaging. The relaunch was

accompanied by the launch of a variant BV Five Star Magic an MFD that has all the goodness of

BV with the exciting taste of Cadbury 5 Star Chocolate. Bournvita 5 Star Magic is the sparkling new

identity of the age-old favorite malt food drink Bourn vita. For the first time in its history Cadbury

India combined two of its most powerful brands Bourn vita and 5 Star to present a unique

caramelized fun taste to consumers.

2007 The Bourn vita Confidence Academy was launched in India on POGO TV (one of the leading

kids channel). The show in a first of its kind initiative showcased young prodigies who were not

rated on the performance of their own skill, but on the skill that they would learn from their peers.

The show had prodigies with varying backgrounds and talents. Ashraf; a small town folk singer,


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Kabir; a west metro born dancer, Ameetoshri; a east born academics, Nikhil; a south born go kart

racing champion

2009Cadbury launches new category of Bournvita i.e. Bournvita Lil champs for age group of 2-5

yr. this product of Bournvita contain DHA which is very essential and useful for kids


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THE JOURNEY

The brand has been an enduring symbol of mental and physical health ever

since it was launched in 1948. It is hardly surprising then, that Bournvita

enjoys a major presence in the Malt Food market.

Given its market share of 17%, Cadbury Bourn vita reaches across

hundreds of cities, towns and villages through 3,50,000 outlets in India.

It is a universal truth that mothers attach a lot of emotional importance to nourishment while bringing

up their children. However, children always look out for the tastiest option to make their daily dose of

milk more enjoyable.

It is a universal truth that mothers attach a lot of emotional importance to nourishment while bringing

up their children. However, children always look out for the tastiest option to make their daily dose of

milk more enjoyable.

Normally, price is the most important element in deciding the fate on any product. While purchasing

any health drinks however, a housewife or a mother who is ultimate buyer gives price secondary

importance she will carefully study the taste & nutritive values in the health drinks. Its all due to its

good taste and great nutritive value that it has captured the majority of the market.

Cadbury now offers two options to capture this appeal: Cadbury Bournvita, with its popular chocolate

taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich chocolate and

caramel flavor of CADBURY 5 STAR.


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ABOUT BOURNVITA LIL CHAMPS

Cadbury launches Bournvita Lil Champs, its new `Cup of Confidence for little champions

Tennis Ace Sania Mirza conducts a master class for mothers on the

art of making champions at the launch event Cadbury India Ltd. launched Cadbury Bournvita Lil

Champs its latest offering for young children at an unique event with tennis ace Sania Mirza and an

excited group of children and their mothers at their corporate office.

Bournvita Lil Champs is a specially created nutrition supplement for 2 to 5 year olds with the

goodness of natural ingredients and the power of 20 scientific nutrients. It contains DHA, which is

vital for brain and vision development in the formative years of a child. In addition, it is alsosupplemented with Whey protein concentrate that not only increases the over-all protein content, but

also enhances muscle development and immunity necessary for children. All this while retaining the

great taste of Cadbury Bournvita when mixed with a glass of milk.

Speaking at the product launch function, Sanjay Purohit, Executive Director, Marketing, Cadbury

India said, Cadbury Bournvita was launched in India in 1948 and throughout its history has always

aimed to provide nutrition that aids growth and all-round development. The core proposition of

Bournvita Lil Champs is to provide mental alertness and physical fitness for children in the age

group of 2-5 years. This offering has milder cocoa content and with the great Cadbury Bournvita taste

will help children realize their innate potential.

With the launch of Bournvita Lil Champs, Cadbury aims to garner 10% overall Bournvita volumes

in the Malted Food Drinks category in the next 2-3 years. The company has roped in tennis ace Sania

Mirza for the brand communication that shows her transformation from a young toddler to a tennis


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champ. The new TV commercial will be aired in the first week of March and other mediums like

outdoor, Internet and radio will be leveraged extensively for brand promotion.

Endorsing the association, Sania Mirza said, I have a strong emotional attachment with the brand,

since I have literally grown up on Bournvita. Hence, I am delighted to be associated with the launch

of Bournvita Lil ChampsCadbury Bournvita Lil Champs will be available in two pack sizes 200

gms priced at Rs.64/- and 500 gms at Rs.123/- at all modern retail outlets across major cities in the

country.


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RESEARCH

METHODOLOGY

RESEARCH METHODOLOGY

The study was initiated to find out the finding out the competitors of Bournvita, consumer awarenesstheir preference and retailers preference.

The data collectionwas done through

a) Survey

b) Secondary Data Analysis

Secondary data is obtained through the various websites of Cadbury, magazines and through various

search engines.

Scaling Techniques

We asked the customers to rank the various attributes according to their preference for Bournvita so

that it can be interpreted that what image Bournvita have in custo mers mind and which attribute of

Bournvita makes it a highest selling product. Customers were even surveyed to know brand

awareness.

Questionnaire Design

Questionnaire design was the critical issue as the questionnaire reflects the survey purpose. The

questionnaire was meticulously prepared by identifying the various variables. In few Questions scale

of yes/no was used so as to make the respondent comfortable.


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Sampling Techniques

In the survey conducted, the sample was random in nature comprising of retailers and customers.

Retailers were selected randomly from the list given by distributor of Cadbury in and customers

were also selected on random basis comprising from different age groups.

Data Collection

Data collection is the important step after the sample is selected on which the survey is being

conducted. With data that is available in the hard form we converted that to electronic form, to

analyze the data using the MS Excel software.

In the data collection consumers and retailers were approached who were willing to participate in thesurvey. It was conducted as a part of institute project. Purpose of the survey was explained to each

customer and retailer.

Later Questionnaire was handed over to customers, and necessary instructions were given to

complete the questionnaire. The questionnaires were returned back after filing up on their

convenience. While receiving the filled in questionnaire, care was taken to check whether there are

any unfilled items in the questionnaire. In case of retailers, all the Questions were asked to them

verbally and there reply was marked on the questionnaire this was done because some retailers werenot comfortable with the English language so to get there answers all the questions were asked to

them verbally.

Data Analysis

Separate Excel sheets were employed for analysis of customers and retailers and all the data were fed

into MS excel sheets after that according to the necessity certain marketing tools were applied like

CHITEST and Weighted Average Mean. This makes the result, proven mathematically.


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OBSERVATIONS

Researchers find out that there was some problem in the distribution system of Cadbury

Company i.e. distribution of goods from warehouse to distributor because what the company

person was saying and, that what was happening were totally different.

It was also found that there was some problem in the benefits which company was providing

to the distributor. Benefits like damage cost and time to time certain privileges etc.

ADVERTISING OF BOURNVITA

Cadbury Bournvita advertising has moved with the times to reflect the changing needs of the

consumers.

In the early '90s all brands in the category provided purely physical benefits like nourishment, energy

and growth. It was at this time that Bournvita decided to raise the bar by promising physical and

mental benefits. This resulted in the famous Tan Ki Shakti, Man Ki Shakti Campaign which became

an anthem for the brand.

In the new millennium, keeping pace with the evolving mindsets of the new age consumers, Cadbury

Bournvita is about arming consumers with Confidence to take on physical and mental challenges that

nobody else can, resulting in one of the most successful advertising campaigns which is based on'Real Achievers who have grown up on Bournvita'


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VARIOUS PROGRAMMESESPECIALLY ON THE BRAND NAME OF CADBURY BOURNVITA.

BOURNVITA QUIZ CONTEST:It is a contest sponsored by Cadbury India. Initially it was a

quiz contest which was held in the cities across the length and breadth ofIndia.But later it

became a radio and then a television show. The mastermind behind this show is Derek O

Brien who conducts this quiz show with great aplomb. Bournvita Quiz Contest is a respectedname amongst the quizzing fraternity of India. This quiz contest is at present one of the

longest running shows in Indian television and is immensely popular among the school kids

of India as well as quiz enthusiasts of all ages. This show enjoys unparalleled popularity and

has made quizzing the nations most popular events after one day cricket. The fact this quiz

contest reaches out to a million students to 4,800 schools in India is a testimony to the iconic

statue enjoyed by this quiz contest.
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BOURNVITA CONFI DENCE ACADEMY:

In a first of its kind initiative, young prodigies' confidence is being put to a whole new

challenge on Pogo TV with the launch of an innovative reality show "Bournvita Confidence

Academy".

These young prodigies excel in their skills and are confident to showcase it. However, the

BIG CHALLENGE in the Bournvita Confidence Academy will be that participants will not

be rated on the performance of their own skill, but on the skill that they will learn from their

peers! - So you have the magician singing, the racer dancing, etc


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SEGMENTING STRATERGIES

Cadbury has segmented the market for their flagship product Bournvita

demographically. It has segmented the market on the bases of age group; it is

targeting children aged between 5 to 16 yrs of age. It is targeting one of the biggest consumer groups

in India. Bournvita is a chocolate flavored health drink. In this segment the children give too much

importance to taste and their parents give importance to health and Cadbury has addressed both the

things very well. Thus it builds a bridge between mom and the child. And moreover with all the

fringe benefits coming Segmenting strategy Cadbury has segmented the market for their flagship

product Bournvita demographically. It has segmented the market on the bases of age group; it is

targeting children aged between 5 to 16 yrs of age. It is targeting one of the biggest consumer groups

in India. Bournvita is a chocolate flavored health drink. In this segment the children give too much

importance to taste and their parents give importance to health and Cadbury has addressed both the

things very well. Thus it builds a bridge between mom and the child. And moreover with all the

fringe benefits coming


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Defining key audienceMost of the promos are targeted at children who coerce their parents into purchasing the brand. Brand

loyalties are very strong as the key target audience; children are always looking for the change.

Bournvita is a chocolate flavored health drink. When the brand was introduced in the market, it tried

to solve a perennial problem that mother's face: a need for a healthy food which is tasty.

Bournvita offered that unique combination of health and taste. Thus it targeted the

mothers concern about her child's eating habits and used the 'Nutrition Meter' as an

interesting device to communicate the RDA formula - " 2 Cups of Bournvita for

Balanced Nutrition". To further target the child section it has offered many freebies

and gifts from time to time.

POSITIONING

In marketing, positioning has come to mean the process by which marketers try to

create an image or identity in the minds of their target market for its product,brand, or organization.

It is the 'relative competitive comparison' their product

occupies in a given market as perceived by the target market.

In 1970s the brand was positioned as a product that helps in good upbringing. The

brand used the tagline: Goodness that Grows with You. During 1980's the brand

changed its focus from Upbringing to Intelligence. The tagline was changed to:

Brought Up Right, Bournvita Bright. In 1990's the brand felt that it should be

focusing on the overall health of the kid thus changed its focus on Body and Mind.

The brand also took


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Energy as a main focus and thus evolved the famous VO (voice over): "Bournvita

has proteins, minerals and carbohydrates. Along came the famous tagline: Tan Ki

Shakthi, Man Ki Shakthi. During 1998, the brand faced intense competition from

Milo from Nestle. At this time, the brown health food drink segment was facing

issues of stagnation because of lack of value addition. Bournvita then changed its

positioning on the health platform. The brand used an acronym RDA

(Recommended Dietary Allowance) to reinforce the health positioning. The brand

used a clever Nutritional meter to communicate the RDA formula: 2 cups of

Bournvita for balanced nutrition. \

PLACE

Cadbury is catering Bournvita to its consumer through out India through its vastdistribution channel.

Bournvita is available in various medical stores, provisionstores, super markets and all retail stores.

Promotion

An activity designed to boost the sales of a product or service. It may include anadvertising campaign, increased PR activity, a free-sample campaign, offering free

gifts or trading stamps, arranging demonstrations or exhibitions, setting up

competitions with attractive prizes, temporary price reductions, door-to-door

calling, telemarketing, and personal letters on other methods.

The objectives that are met by promoting are to move the target market through the


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following phases:

Unawareness -> Awareness -> Beliefs/Knowledge -> Attitude -> Purchase

Intention -> Purchase

It is believed that consumers cannot skip over a phase, but they need to move through them.

Promotion is used to move the target market from one phase to another to finally purchase.

Bournvita has invested heavily in product development, advertising and sales

promotion. In the product development front, Bournvita had significantly changedits packaging and the latest pack is inspired by Boost. Along with packaging

changes, the brand also had come out with a new variant: Bournvita Fivestar

Magic. The new variant has the unique chocolate with caramel flavor of Cadbury's

Fivestar. The brand is using the brand association with Five Star as a key

differentiator. All these years, Bournvita has used taste as a consistent theme to

attract the kids. The FiveStar Magic variant further reinforced this positioning. Inthe advertising campaigns, Bournvita has always been a heavy spender. Bournvita

is running two different campaigns for Bournvita: one campaign for the Bournvita

Fivestar Magic and another one featuring Bournvita

Confidence Academy. In the sales promotion front also, the brand was active withits share of freebies

and gifts. The association with Cartoon Network enabled this brand to use the famous characters like

Powerpuff girls and Dexter to the brand's advantage Focus on Confidence is a smart move by

Cadbury to promote its brand BOURNVITA. Its arch rival Boost has built itself on the energy

platform and recently has gained

headway using Sachin. Hence to counter Boost, Bournvita needed to own an

important differentiation point. Confidence is something that every kid looks

forward to. By featuring real whiz kids, the brand has been able to create an impact

in the Target group.


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CUSTOMER SATI SFACTION

Research Hypothesis

Our research report is based on the hypothesis stated as under

To find customer satisfaction from all sections of our society.


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2.2 Sampling technique

A mixture of quota and stratified method was used for sampling, with care

being taken to get responses from customers of different age groups and different family sizes.

Analysis &interpretation

Sources of information influencing purchase decision

a) Advertisement

b) Children

c) Doctor

d) Family

e) Past experience

f) Retailer

g)Word of mouth

The respondents were asked to rank the factors in order of importance. A research was conducted on

the results of the survey in order to compare the means of the ranks for the factors. We can say from

the results that there is a significant difference between the ranks of the factors with a 95%

confidence.

The two most important factors that emerge out of the tests overall are the Family doctor and the

influence of the Family. This finding is an important implication for product placement. We can say

that the health food drinks should appeal to the complete family rather than only a particular age

group.


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Doctors can also be an important influencer or opinion leader and hence should be targeted in the

product promotions. Some products have been promoting their products using comparative

advertisements including testifications by the doctors.

A second test can be conducted in the same manner taking only the cases where the people are having

kids in the family. We observe that the two most important factors differ from the first scenario. The

two most important factors that emerge out of the test are Family Doctor and Advertisement. Thus it

can be concluded that advertisements have an important influence on the families having kids or in turnthe kids. This can be easily observed from the large number of advertisements directed towards the

wellbeing of kids.


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Product attr ibute inf luencing purchase decision

The following product attributes were identified as influencing the purchase decisions of the

customers:

a) Nourishment

b) Colour

c) Palatability

d) Economy

e) Shelf-presence

f) Packaging

g) Brand Image

h) Promotions

The respondents were asked to score the importance of the factors on a scale of 1 to 5, with 5 being

the most important. A research was conducted on the scores of the factors in order to find the most

important factors. The t-test shows there is a significant difference between the scores of the various

factors with a 95% confidence. We observe from the results that the two most important product

attributes in making a purchase decision are the Palatability and the Nourishment perception in the

minds of the customers.

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These factors turn out to be the same irrespective of whether there are children in the family or not.

We then study the variance of these factors among various demographic groups by conducting theone-way ANOVAs test on the scores of these 8 factors. We studied the variance of the mean scoresof these attributes among the various groups differentiated by the following factors:-

a) Income

b) Education

c) Age

d) Family size

The results of the ANOVAs tests which were conducted on the data are as shown in the. We observethat there are no significant differences in the scores of the product attributes in different groups asclassified by Income, Education and Family size within a 95% confidence interval.

However there is a significant different on the Nourishment and Economy product attributes ofhealth food drinks. As is observed from the mean scores, the Nourishment aspect becomesparticularly important for people above the age of 60. It is also important for people who are young inage i.e. less than 20. However it does not seem to be very significant for people in the age group 33-45


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The factor analysis of these attr ibutes is done in the fol lowingsection

Factor analysis of purchase consideration

The factor analysis of the 8 product attributes yields the following 3 factors:

Factor I: Promotion, Shelf-Presence, Packaging & Economy

Factor II: Palatability, Brand

Factor III:Nourishment, Color

As factor Iencompass the accessibility and affordability of the product, it can be termed as PurchaseFeasibility

As factor II encompass the palatability and brand value of the product, it can be termed asLikeability.

As factor IIIencompass the nutritional value and color, an indicator of quality, of the product, it canbetermed as Utility.


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Customer segmentationThe set of respondents was segmented on the basis of the demographic information namely age-

group income-group, education, family size etc. The cluster analysis on these demographic variables

yields the following 2 clusters:

Cluster 1: The members are almost uniformly distributed across all age segments except under-20in

which no member lies. However, the family size is large than 3 for all the members and a majority of

members having 1-2 child in the family. The cluster size is 27 respondents.

Cluster 2: All the members in this cluster are less than the age of 32 yrs, with the majority being less

than 20 yrs. Around 90% of the members were either single or couple thus suggesting that the

members were either students, or bachelor/newly-married young working professionals. The cluster

size is 30 respondents.

As the consumption in cluster 2 would be lower than the large families comprising kids & older

persons because of less health concerns and preference for alternative beverages, the price sensitivity

of cluster 2would be low while cluster 1is concerned about economy.


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Di f ferent brands on product attr ibutesFive major selling brands were tested on the various product attributes mentioned. The brandsincluded in the test were:

a) Boost

b) Bournvita

c) Complan

d) Horlicks

e) Milo

The respondents were asked to score each of the brands on the various product attributes on a scale of1 5. Test was conducted on the various product attributes for different brands. The number ofrespondents who were consuming the various brands is as shown in the pie chart. As we can observefrom the graph, Bournvita is found to be the leading brand closely followed by Horlicks, while theother brands do not have a large taking from our survey.


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The results of the various brands on different attributes are as follows:

a) Nourishment: Horlicks scores well above all the brands as far as the nourishment attribute of

the product is concerned. The second brand surprisingly turns out to be Complan above

Bournvita although there are not many takers for the brand in our survey

b) color: The two brands with highest main scores are again Bournvita and Horlicks. This means thatthe dark brown shining colour of Bournvita is the most liked.

c)Palatability: Bournvita scores much higher than others going with the traditions of Cadburystradition of taste. The second brand is Horlicks.

d) Economy: Bournvita scores the highest on the economy aspect closely followed by Horlicks. Thismeans that the price being offered for the product is perceived as being competitive in the health fooddrink market.

e) Shelf presence: The mean score of this aspect of Horlicks is the best followed by Bournvita. Thishas to do with the distribution of the brands which appears to be the best for Horlicks

f)Packaging: Horlicks and Bournvita score again above the rest of them on the packaging aspectperception. This may be due to the range of SKU is available and also with the different types ofpackaging containers like p

g)BrandImage: The mean score for brand image is the highest for Bournvita followed by Horlicks.This means the advertising and image associations with Bournvita are very strong.

h)Promotional schemes: Bournvita scores the highest on this aspect. The other closely followingbrand Horlicks seems to be lagging on this aspect. Boost on the other hand scores high on thisattribute. Thus we can well say that the market leaders are the brands who are scoring high on all of

the above attributes.


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A ttr ibute- based (MDS)The tool used for this analysis is MDSX. The analysis was performed on the overall samples as wellas on

the 2 segments individually so as to gauge the difference in their perceptions.

The MDS on overall sample suggests that

Though the above analysis reveals the relative performance of the brands on different parameters,attribute-based Mul ti Dimensional Scali ng (MDS)would indicate the overall positioning of thesebrands. These results are discussed here under

Brand Positioning Attributes

Horlicks Brand, Nourishment, Shelf-presence

Bournvita, Complan Palatability, Shelf-presence

Milo, Boost Promotion, Economy, Color


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While the analysis on value-seekers Cluster 1 suggests that

The above table summarizes the existing positioning in minds of value-seekers and also indicates therelative strength of brands on the basis of match between the segment concerns and the positioningattributes

Concern Brand Positioning attributes Strength

Economy,Value-

for-money

Complan, Horlicks Brand, Shelf-presence, Packaging,Nourishment

Weak

Bournvita Palatability, Brand Weak

Milo, Boost Economy,

Colour,

Promotion

Strong


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While the analysis on quality-seekers Cluster 2 suggests that

The above table summarizes the existing positioning in minds of quality-seekers and also indicatesthe relative strength of brands on the basis of match between the segment concerns and the

positioning attributes. None of the brands is perceived to be better on economy and packaging

Concern Brand Positioning attribute Strength

Quality, Little concernfor economy

Horlicks Brand, Nourishment Somewhat Strong

Bournvita Brand, Shelf-presence, Palatability

Somewhat Strong

Boost color Weak

Milo, Complan promotion Weak


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Brand Loyalty Among CustomersThe respondents in the survey were asked whether they switched brands often or stick to one brand.We observe from the pie chart given that a vast majority of people never switch brands of the healthfood drink. Only about 20 25 % people change brands sometimes

Brand switchingAnother question which was asked was that of the action when a retailer does not have a brand thatthe Consumer wants. This again indicates that only about 20 25% of the customers actually buyanother brand when the desired brand is not present in the shop. The result of the survey is as shownin the

We next conduct a one-way ANOVAs test to test the brand loyalty among the customers of differentbrands. It is observed that there is no significant difference in the switching behavior or the actionwhen the brand is not available. These are the same across all the brands.


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Brand Personality

The attribute-based MDS of the trait-brand matrix suggests thatHorlicks &Bournvita are perceived tobe Modest, Honest, Reliable & Cheerful. Thus, these brands can be personified as a reliable andhelping friend.

Complan is perceived to Sophisticated thus it can be personified as a charming, suave andChivalrousgentleman.

Milo & Boost are perceived to be Bold & Spirited. Thus, these brands can be personified as fun-loving, adventurous and daring youth.

None of the brands is perceived to be tough & rugged as is desired for a health product Customersatisfaction refers to how satisfied customers are with the products or services they receive from aparticular agency. The level of satisfaction is determined not only by the quality and type ofcustomer experience but also by the customer expectations.


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It was observed that there was some loop in distribution channel. Some of the retailers who

were present in city were not procuring goods from the assigned distributor.

Lastly it was observed that although Bournvita has a good image in market, both retailers

and customer are majorly in favor of this product, but still its market share is only 17% of the

total market so this problem was analyzed.

SWOT ANALYSIS


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STRENGTH:

Strong brand names like Cadbury Dairy Milk, Five star and clairs,

Bournvita.

Rich product mix. Like Cadbury deals in products like Chocolates, Sugar

confectionery, Malted foods, Cocoa powder and soft drinks.

WEAKNESS:

Lack of stock maintenance at distributor level

Lack of a proper system in case of distributing the goods to distributors.

Lack of less flavor in malted food drinks

It also has a small total of market share altogether in MFD

OPPURTUNITY:

The Indian market and more specifically the urban areas where the

penetration of Chocolates is low i.e. 22% (data taken fromwww.FnBnews.com)can be developed as a future market through

affordability and availability.

Using information and technology to bring efficiency in logistics and

distribution.

Launch of new product in dark Chocolates segment.

THREATS:

Stiff competition in Confectionery segment.

The company has large exposure to foreign currency exchange rate risk,

mainly on account of imported cocoa beans and cocoa butter in US Dollar and

Pound Sterling.


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It is perceived that consumers might shift from chocolates to Healthy snacks.

If this were to happen, there might be a poor product development which

would tarnish the Cadburys name


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FINDINGS

AND

ANALYSIS


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F INDINGS AND ANALYSIS

ANALYSIS OF RETAILERS

Q 1 (A) Retailers preference regarding the product

INTERPRETATION

92% Retailers prefer to have Bournvita

6% prefer to have Horlicks

2% prefer to have all which includes Bournvita, Horlicks, Complan and Boost.

Bournvita horlicks any


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Q 1 (B) Retailers prefer to keep above product because of following reasons

INTERPRETATION

4% prefer to keep them due to high protein and sales

2% prefer to keep because of more margin

94% prefer to keep because of customer preference

Protein

more margin

cust.prefrence


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Q 2 Usually customer ask for which product from retailers.

INTERPRETATION

96 of them go for Bournvita.

2 prefer to have Horlicks

2 ask for Complan

From the above data we can say that majorly people prefer Bournvita.

Bournvita

horlicks

complan


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Q3 (A) Rank the products according to their sales.

We found out that mostly Bournvita grabbed the first rank i.e. 98 retailers says that it has the highest

sales among all.

Second and third rank is shared between Complan and Horlicks.

Boost is at the last rank as people dont prefer it so it has got the lowest sales and retailers themselves

are not willing to keep this product in their outlet

Q3 (B) Why sales of the rank 1 is high according to the above Question.

According to the retailers sales of Bournvita is high due to Window space, advertisement, easily

availability of product, its popularity and customers preference

Q4 (A) Who is the main competitor of Bournvita?

From the above column it is clear that Complan is the main competitor of Bournvita.


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Q4 (B) why Complan is a competitor of Bournvita ?

INTERPRETATION

Retailers says that Complan is the main competitor of Bournvita because of following reasons

a)

74 retailers says it is preferred by customer

b) 4 says its due to its low price

c)

12 says it is due to advertisement

d) 2 says because children like

cust. Preference

low price

advertisement

scheme


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e) 2 says because of its schemes

f) 2 says because of its taste and

g) 4 says due to its protein content ( generally this was said by chemist)

It is clear from the above data that Complan is the main competitor because after Bournvita Complan

is mostly preferred by customer.

Q 5 How much quantity of each Bournvita pack is sold (monthly average) by the retailers?

a) 85 g (pouch) ----- 60 b) 200 g ----- 16

c) 500 g ----- 34 d) 1 kg ----- 8


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Q 6. If customer ask for any of these drinks which one of them retailer prefer to give.

INTERPRETATION

a. Bournvita 64%

b.

Boost 4%

c. Complan 18%

d.

Horlicks 14 %

It is clear from above pie that retailer usually prefer to give Bournvita to its customer.

bournvita

boost

complan

horlicks


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Q 6(B) Retailers prefer to give Bourn vita to its customer due to following reasons

58 retailers prefer to give due to its high demand by customers

2 says due to its low price

2 says due to high inventory

2 says due to its taste

As total 64 retailers prefer to give Bournvita, its distribution is shown above.

Q7 Is there any sales target given to the retailers for the following products

a. Bournvita --- 4 says yes and it is according to the sales level like retailers have to make a sales

of 10000 or 24000 then they get around 3.5% of the margin in sales.

b. Horlicks --- 2 says that yes there are target like 250 SKU per month.

Rest of them says that as such there is no sales target.

During the survey it was told by retailers that distributors give them display target in that

target is set according to the last quarter sales. Suppose last time quarter sales was of Rs.

20000 then distributor ask retailer to sell goods worth Rs. 25000 and in this target certain

margins are there. These margins are different for different products like Bournvita has 9%

margin, chocolate less than Rs. 10 has a margin of 10%. Chocolate more than Rs. 20 has

12%margin and chocolate more than Rs. 22 has 13% margin and items worth Rs. 1 and 2

have 1215% margin.


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Q 8 Which among these have good distribution channel?

a. Bournvita72 retailers says that it has good channel

b. Boost -- none of the retailer is satisfied with the distribution channel of boost.

c. Complan -- 4 says it have good distribution channel

d. Horlicks -- 4 says it have good distribution channel

18 retailers said that all have good distribution channel

2 says that no one of the above have good distribution channel(these two were the chemist and there

were comparing distributor of the above products with there distributors of medicines)

Q 9 For which of the following products any official checks takes place?

a. Bournvita26 retailers says that yes, company people come for some sort of checking and

usually ask that how sales of particular product going on, are you facing any problem from the

retailers side and etc.

b. Boost -- no

c. Complan -- only 2 retailers said that yes some checking do take place

d. Horlicks -- 18 says that there official check takes place.

54 says that as such no official checking takes place only distributors salesperson come and ask

for any problem and query.


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Q 10 How much quantity(average) of following product is displayed in retailers outlet

presently?

INTERPRETATION

a. Bournvita36

b. Boost --10

c. Complan -- 12

d. Horlicks -- 4

It is seen that usually retailers have more of Bournvita than any othe competitor competitive

brand and the difference is also high.

bournvi ta boost

compla n hor li cks


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ANALYSIS OF CUSTOMERS

AGE GROUPS of the customers falls under this category

INTERPRETATION

Age group number of respondent

14-20 26

21-27 35

28-35 16

36-45 7

46 & above 16

0

5

10

15

20

25

30

35

14-20 21-27 28-35 36-45 46 & above


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Q1 Expectation of the customer regarding content of an energy drink .

From the graph it is clear that 46% people go for taste while purchasing any drink, 20% go for flavor,

and other major share of 30 % is taken by others it include the benefits that drink is providing like

nutritional value and price of the product, from this we can say that customer is conscious about their

health and they want value for money.

Q2 Awareness of the customer regarding several energy drinks.

According to the survey the entire customer surveyed was aware of Bournvita but few of them were

not aware of some energy drinks like Boost, Horlicks and Complan. So we can say that 100% of the

customers were aware of the product Bournvita.

Q3 Ranking the various attributes of Bournvita according to customer liking.

Rank 1 Rank2 Rank3 Rank4 Rank5

Taste 54 20 16 6 4

Availability 65 19 8 6 2

Flavor 36 34 16 10 4

Advertisement 26 22 21 15 6

Size 38 22 12 10 18

Above analysis was the response of the customers regarding various attributes in context of

Bournvita


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From the table it is clear that among the various 5 attributes customer like the AVAILABILITY

factor of Bournvita.

Q4 Which product customer prefer to buy the most among all these

INTERPRETATION

a)Bournvita 69

b) Horlicks 8

c) Boost 11

d) Complan 12

bournvita hor licks

boost complan


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Q5 why customer prefer to buy Bournvita?

From the survey it was conclude that customer prefer to buy Bournvita due to its availability, as from

the total customer who prefer Bournvita, 38 of them go for the availability factor.

This test is applied to determine the interdependence of various attributes with the age groups.

Q6 Customer prefer to buy which pack of Bournvita?

Mostly people prefer to but 500 g bottle of Bournvita, as among the people who prefer Bournvita

major share is taken by preference for 500 g bottle. Distribution of 69 preferred customer is as follow

Q7 Customer purchase Bournvita for whom?

INTERPRETATION

38 people said that they purchase for self consumption

26 said that they purchase it for their children

4 said for elder people at home

self consumption

for children

elderly people


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Q8 Bournvita is manufactured by which company?

Mostly people who like Bournvita were aware of its brand name i.e. CADBURY. So almost 62

people out of 69 were aware of the company of Bournvita .

Q9 (A) Awareness regarding new category of Bournvita .

the number in both the cases were really close so as such no exact interpretation can be made in

regards to this. As those who were aware were 34 and those who were not was 35 so no conclusioncan be made.

We can also say that awareness play a major role in making customer aware of the new launches of

various products like Bournvita

Q9 (B) which is new category of Bournvita

Those who were aware of the new category were sure that it was little champs so 34 of them said that

new category was little champs.

Q10 satisfaction with the present flavor

Mostly people were satisfied from the present chocolate flavor of Bournvita as there number was 62

out of 69. And other who didnt like the flavor said that some more flavor should be added to the

category of Bournvita like strawberry, kesar badam, fruit flavor and etc. In short customer wanted

some different flavor from chocolate.


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FINDINGS

The findings are in respect of the objective of the project.

According to the survey 92% of the retailers prefer to have Bournvita in malted food

drinks as it is also the most preferred drink by customers.

Most of the retailers say that Bournvita is the only drink which is good in sales and the

number of retailers who agree to this statement is around 98%.

Average salesof different packs of Bournvita are as follows:

a) 85 g60 pieces per month on average

b) 200 g16 pieces

c)

500 g34 pieces

d) 1 kg8 pieces

In terms of competition 48 % retailers says that Complan is the main competitor of

Bournvita due to preference of the customers.

Regarding various system of Cadbury like regular official visitsof some company person for

regular checking is low in number as only 26 % of the retailers says that, yes it do takes place

but in terms of its competitors Cadbury have the highest number in terms of regular visits. But

still there

is always some scope of improvement so company should increase number of visits to the

retailers so that there problem and queries can be identified.


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According to the survey consumer prefer Taste as one of the main attributein selecting a

malt drink as number of people who are in this preference was 48%. N other wants some or

the other kind of benefits from malt food drinks such as nutritional value.

After selecting taste as one of the main attribute 69% consumer prefer to go for Bournvita.

So this can be said that in terms of taste most of the consumer wants to go for Bournvita.

Now after knowing the preference of the consumer it was surveyed that regular user of

Bournvita are aware of the company behind this big and successful product and the results

were really great. As 89% of the people were aware that Bournvita is the product of

Cadbury.

After knowing the awareness level of the consumers it was surveyed that whether consumers

are aware of the new product launch of Cadbury Bournvita but the results were not so

satisfactory as only

49% consumers were aware of the new launch i.e. Lil champsas a Cadbury product. So

Cadbury need to improve its advertising so that consumers become aware of the brand after

all this successful products.


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LIMITATIONS


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LIMITATION OF THE STUDY

Response Errors- These may arise when the respondents give inaccurate

or incomplete answers. A major problem faced in the survey involved the

inaccurate ratings given to various attributes by customers. Many of the

respondents were not very willing to rank so many factors as they perceived it

to be time consuming.

Close Ended QuestionsAll the questions in the questionnaire were close-

ended to avoid any kind of bias from the respondents end. But a drawback of

this approach is that very accurate information could not be achieved. There

was an incomplete capture of the responses. The reasons for such inaccuracy

could be because of unfamiliarity, fatigue, boredom, faulty recall and the

question format.

Random Sampling Errors This can occur as the particular sample

selected is an imperfect representation of the population of interest. The area

covered in the survey was and the customers and retailers preferences and

tastes in different regions could not be covered.


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CONCLUSION


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CONCLUSIONS

During my internship training at BOURNVITA at NOIDA I have learned a lot and my vision and

practical exposure has broadened very much from my two months internship. In the TO STUDY

THE CONSUMER BEHAVIOUR IN MELTED FOOD DRINKS WITH SPECIAL REFERENCE

TO BOURNVITA.

We found some different parts of conclusion which are as follow:-

In the following study we can say that 92% Retailers prefer to have Bournvita, 6% prefer to haveHorlicks, 2% prefer to have all which includes Bournvita, Horlicks, Complan and Boost.

after preference some of them want to keep these melted food drinks are as follow 4% prefer to keep

them due to high protein and sales , 2% prefer to keep because of more margin, 94% prefer to keep

because of customer preference. But customer often ask for the different drinks due to their

preference which are as follow 96% of them go for Bournvita. 2% prefer to have Horlicks, 2% ask

for Complan. From the above data we can say that majorly people prefer Bournvita.

In todays generation people are so much conscious about their children health. Customer wanted to

make their children very confident. But due to high competition in the market customer often get

confuse to choose a better health drink.

During the research we found that complain is the biggest competitor in the market. In this study we

reached at this conclusion that Retailers says that Complan is the main competitor of Bournvita

because of following reasons 74 retailers says it is preferred by customer, 4 says its due to its low

price, 12 says it is due to advertisement, 2 says because children like, 2 says because of its schemes, 2says because of its taste and 4 says due to its protein content ( generally this was said by chemist). It

is clear from the above data that Complan is the main competitor because after Bournvita Complan is

mostly preferred by customer. Retailer is also prefer to sold bournvita most. Retailer ofter sold these

drinks are as follow Bournvita 64%, Boost 4%, Complan 18%, Horlicks 14 %.


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It is clear from above pie that retailer usually prefer to give Bournvita to its customer due to some

reasons 58 retailers prefer to give due to its high demand by customers, 2 says due to its low price, 2

says due to high inventory, 2 says due to its taste. As total 64 retailers prefer to give Bournvita,

According to the survey consumer prefer Taste as one of the main attributein selecting a

malt drink as number of people who are in this preference was 48%. N other wants some or

the other kind of benefits from malt food drinks such as nutritional value.

After selecting taste as one of the main attribute 69% consumer prefer to go for Bournvita.

So this can be said that in terms of taste most of the consumer wants to go for Bournvita.

Now after knowing the preference of the consumer it was surveyed that regular user of

Bournvita are aware of the company behind this big and successful product and the results

were really great. As 89% of the people were aware that Bournvita is the product of

Cadbury.

After knowing the awareness level of the consumers it was surveyed that whether consumers

are aware of the new product launch of Cadbury Bournvita but the results were not so

satisfactory as only

49% consumers were aware of the new launch i.e. Lil champsas a Cadbury product. So

Cadbury need to improve its advertising so that consumers become aware of the brand after

all this successful products.

At the end of the conclusion we can say that customer 1st prefer bournvita due to health and

confidence in their children.


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RECOMMENDATIONS


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RECOMENDATIONS

These recommendations are on the basis of certain observations in the market of .

These are as follows:

Firstly, the distribution system is not up to the mark or as the brand name Cadbury should

have. There are some loops in the distribution system like

When goods are delivered to distributors, they are delivered without any requirement

raised by distributors. When company wants to deliver good it deliver, they dont

check whether there is demand of this particular product or not. This act result in

wastage and damage of goods on the distributor level and hence increase the damage

cost on the part of Cadbury Company.

So here company should maintain its distribution system, authorities at warehouse

level should deliver only when distributor ask for it or if they cant rely on distributor

then they should deliver after a gap of time but side by side they must be aware of the

market activities and trends in the market. Company can also set some target levels for

the distributors so that on the accomplishment of these levels goods can be transferred

from warehouse to the distributor.

Regarding damage cost, it is the duty of the company that they should provide some

damage cost to the distributor. According to

the company they provide 0.5% of the cost of the goods that are expired, but this benefit hardly

reaches the distributor. Its just in books of the company that they have to provide such benefit.


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So company should check its ground level realties and should make sure that certain benefits which it

has implemented for the welfare of distributor should reach them. Otherwise many people will leave

its distributorship and others will not be willing to take it.

Secondly, it was observed that some of the retailers do not follow the distribution system and

they procure goods from the local CSD CANTEEN, this is not good for the company as the

retailers who do so can give a good business to the company because they are among good

retailers in the market.

So to avoid such act from the retailers company should increase their margin and if not so then give

them some extra privilege so that they follow the chain of distribution and maintain good business for

the company in that particular area of .

Then it was also observed that Company doesnt give many privileges to the distributor in

comparison with its retailers. It was seen that few of the retailers in the market were given a

lot of gifts yearly and distributor was left with just the company margin.

So this discrimination should be avoided because by such act distributor will fell neglected and will

not be happy to work with the company. So if any retailer is performing good company should

reward it but side by side it should also reward distributor for some or the other reason, this will

motivate distributor to work more hard to sell more and more products in the market and hence will

increase the business of the company.

It is seen that Cadbury as such deals in only cocoa based products whether its chocolate or

malted food drinks. It doesnt compete in other food products.

So for this Cadbury can launch new flavor in malted food drinks expect chocolate which will make

Cadbury to compete with other products like Complan in there flavors due to this the market share of

Cadbury mite increase from 17% and moreover it is seen now a days that competitive brands


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emphasis on daily growth of children like there Height factor. So Cadbury should also work on

some marketing skills and compete with its competitor like it is doing in case of Lil champs.

Lastly, it was also observed that as the other benefits like damage cost were not given to the distributor

similarly other benefits which are mention by the company are not reaching distributors like company

install Air conditioner to the store of the distributor to maintain its chocolate temperature and

according to company distributor will get Rs. 7000 for this for 6 month every year, but it was observed

that from the last 4 years this benefit was given to the distributor and paying all the expenses from his

pocket. But as summer arises there is always a pressure from the company side to install A.C. then

why doesnt company pay the charges on time.

So this is a loop in the system which needs to be maintained because after all till what extent distributor will

pay such kind of charges on behalf of the company. So it is advised that company person should make a

regular visit to the distributor and check that whether all the benefits are provided to him properly or not


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APPENDICES


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APPENDICES

Dear Sir/Madam,

Hereby I am conducting a survey to know the opinion of the retailers regarding Cadbury

company. I intend to know the views on a specific product of Cadbury and its competitor

analysis.

1 A) Which among these do you prefer to keep on your outlet?

1. Bournvita 3. Complan

2. Boost 4. Horlicks

B) Why do you prefer to keep the above product in your outlet?

I. Peoples preference

II. Your margin is more

III. It is forced to be kept by distributor or company

IV. Any other reason, please specify ______________________________________

2

Usually customer asks for which product among these?


2.

Boost 4. Horlicks

3 A) Rank the following products according to their sales (1 being th

4 e highest).

Bournvita Complan

Boost Horlicks


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B) Why the sales of the rank 1(which is mentioned in above Q) is high?

Because of the price of the product

Because of the flavors of the product

Because more window space is given to the product

Because the product is easily available on your outlet on time

Because of the advertisement of the product

5 A) According to you who is the main competitor of Bournvita?

1. Horlicks 3. Complan

2. Boost 4. As such there is no competitor

B) According to you why the above mentioned product is competitor of Bournvita?

I.

It is preferred by customer

II. More window display space in the outlet

III. Low price

IV. Any other reason, please specify ______________________________________

6 How much quantity (SKU) of Bournvita you sell on an average per month.

1. 85 g pouch _______ 3. 500 g bottle _________

2. 200 g bottle _______ 4. 1 kg bottle __________

7


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8 A) If customer ask you about any energy drink which one will you suggest to them?



B) Why do you prefer to give the customers the above mentioned products?

I. Due to the high margin in the products.

II.

Due to the high Sales/Demand of the products.

III. If other, please specify ____________________________________

9 A) Are there any sales target set for the following products

PRODUCTS YES NO

1. Bournvita

2. Boost

3. Complan

4. Horlicks

B) If YES, then what is the target level ________________________

8 Which product among these has good distribution channel?

1.

Bournvita 3. Complan



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9 . For which of these products official checks takes place.

I. Bournvita

II. Boost

III.

Complan

IV. Horlicks

10. How much quantity of following product is displayed in your outlet presently.

I. Bournvita

II. Boost

III.

Complan

IV. Horlicks

Dear Sir/Madam,

Hereby I am conducting a survey to know the opinion of the customers regarding

Cadbury company. I intend to know customer preferences for the product of Cadbury.


77/80

What all you expect in an energy drink?

a. Taste

b. Flavors

c.

Appearance and packaging

d. Size of the product

e.

If any other, please specify________________________

1. Are you aware of these energy drinks.

YES NO

1. Bournvita

2. Boost

3. Complan

4. Horlicks

2. Tick the appropriate rank for Bournvita for the following criteria (1 being the highest)

1 2 3 4 5

Taste

Availability

Flavors

Advertisements


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Size

3.

Which product do you prefer to buy the most.

1. Bournvita 3. Boost

2.

Horlicks 4. Complan

4. Why do you prefer to buy above mentioned product

1. Price 4. Benefits

2. Availability 5. Awareness

3. Taste

If you purchase Bournvita then,

5. Which pack of Bournvita you like to purchase

1. 85 g (small pouch) 3. 500 g bottle

2. 200 g bottle 4. 1 kg bottle

6. You purchase Bournvita for whom?

1. Self consumption 3. Elder people at home

2. Children


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7. Bournvita is manufactured by which company?

1. Cadbury 3. Nestle

2.

Glaxo smithkline 4. Amul

8. A) Are you aware of the new category of Bournvita which is recently launched ?

I.

Yes

II. No

B) If YES, then which is that

I. Little champs

II. Bubbaloo

9. A) Are you satisfied with the present chocolate flavor of Bournvita?

I.

Yes

II. No

B) If NO, then which other flavor you would like to suggest please specify ________


80/80

BIBLOGRAPHY

We have also collected data from various sources listed below:

Various sites were also searched with the help of www.google.co.inthis included sites of Financial

Express news paperwhich helped in providing some data for Cadbury Company as well as on the

market of MFD industry in India.

www.FnBnews.com
http://www.google.co.in/http://www.google.co.in/http://www.fnbnews/http://www.fnbnews/http://www.fnbnews/http://www.google.co.in/

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