SYNOPSIS OF PROJECT REPORT ON

(MARKETING STRATEGY OF CADBURY)

SUBMITTED BY(ELINE SWATI XAXA)

Enrollment no. 0011921708

STUDENT OF

LINGAYA’S LALITA DEVI INSTITUTE OF MANAGEMENT & SCIENCES

MANDI ROAD, NEW DELHI-110047

BACHELOR IN BUSINESS MANAGEMENTSIXTH SEMESTER

SUBMITTED TO:

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CONTENT

1. OBJECTIVE OF STUDY………………………………… 2

2. RESEARCH METHODOLOGY………………………… 3-4

3. COMPANY PROFILE…………………………………… 5-6

4. INTRODUCTION………………………………………... 7-9

5. LIMITATIONS…………………………………………… 10

6. BIBLIOGRAPHY………………………………………… 11

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OBJECTIVE OF STUDY

1. The major objective of the project is to understand the meaning of marketing strategy in an organization for the purpose of successful marketing.

2. Further the project will also help us to understand all the step of marketing strategy in an elaborated form.

3. To find about all the long term benefits of composing effective and efficient marketing strategy.

4. To find how a good marketing strategy has helped Cadbury in its marketing process.

5. To know how and why the marketing strategy of Cadbury has helped it in attaining goodwill in the market and appreciation all over the world.

6. The project will help understanding the changing dynamics of marketing with increasing competition and changing environment.

7. To know that how to identify the prospective market as the first and foremost step in the process of marketing strategy and find the size of potential customer.

8. To know how this concept of marketing strategy help in the process of promotion and advertising.

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RESEARCH METHODOLOGY

COLLECTION OF DATA

DATA SOURCES: Having defined and formulated a research

problem and having determined the objectives of research, a

researcher has to face the problem of data collection. The information

collected should be both accurate and relevant, as per the

requirements of the researcher, who has to work out a suitable data

collection method.

Data collection methods can be broadly classified into

1. Primary methods

2. Secondary methods

Data collected from Primary methods is known as Primary data and

data collected from Secondary methods is known as Secondary data.

1. Primary data: - Primary data is defined, as the data that is

collected for the first time it is new in nature. This type of data is

collected directly from the source of information. The techniques,

which were involved in collecting the primary data, are personal

interview, survey, questionnaire etc.

2. Secondary data: - Secondary data is that data which somebody

else has collected and which had already been passed through the

statistical process. This indirect information is collected from

newspapers, journals, business manual, pamphlets, magazine,

internal sales records, credit records and internal reports. etc.

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In this project I have used Secondary data most of which was

obtained from internal records of the company. Usage of

Secondary data enjoys some advantages but it suffers from some

limitations too.

ADVANTAGES OF SECONDARY DATA

1. The major advantage of secondary data is economy. As the data

are already available, they can be obtained at a relatively low

cost.

2. The secondary data can be obtained quickly.

3. The secondary data enable the researchers to identify the

deficiencies in the data.

4. They are useful in the case of exploratory researches as they

provide increased understanding of the problem.

5. The secondary data can be easily compared.

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COMPANY PROFILE

CADBURY

Cadbury India is a food product company with interests in Chocolate Confectionery, Milk Food Drinks, Snacks, and Candy. Cadbury is the market leader in Chocolate Confectionery business with a market share of over 70%. Some of the key brands of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, Éclairs, Celebrations, Temptations, and Gems. In Milk Food drinks segment, Cadbury's main product - Bourn vita is the leading Malted Food Drink in the country. Its heritage can be traced back in 1824 when John Cadbury opened a shop in Birmingham selling cocoa and chocolate. Since then we have expanded our business throughout the world by a program me of organic and acquisition led growth. On 7 May 2008, the separation of our confectionery and Americas Beverages businesses was completed creating Cadbury plc with a vision to be the world's BIGGEST and BEST confectionery company

• They make and sell three kinds of confectionery: chocolate, gum and candy

• They operate in over 60 countries

• John Cadbury opened for business in1824 - making us nearly 200 years young

• They work with around35, 000 direct and indirect suppliers • They employ around45, 000 people

• Every day million s of people around the world enjoy their brand.

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Cadbury is the world's largest confectionery company and its origins can be traced back to 1783 when Jacob Schweppes perfected his process for manufacturing carbonated mineral water in Geneva, Switzerland. In 1824, John Cadbury opened in Birmingham selling cocoa and chocolate.

Cadbury uses a combination of brand strategies. The family brand, Cadbury is linked with its famous sub brands, i.e. Cadbury Crème Egg, Cadbury Roses and Cadbury Flake to name a few. The family brand identity is style communicated by packaging with the Cadbury corporate purple color and the distinctive Cadbury script logo. The sub brand is then distinguished by its own individual livery.

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INTRODUCTION

MARKETING STRATEGY

While all marketers do not agree on a common definition of marketing strategy, the term generally refers to a company plan that allocates resources in ways to generate profits by positioning products or services and targeting specific consumer groups. Marketing strategy focuses on long-term company objectives and involves planning marketing programs so that they help a company realize its goals. Companies rely on marketing strategies for established product lines or services as well as for new products and services.

While marketing practices no doubt have existed as long as commerce has, marketing did not become a formal discipline until the 1950s. At this point, businesses began to investigate how to better serve and satisfy their customers and deal with competition. Consequently, marketing became the process of focusing business on the customer in order to continue providing goods or services valued by consumers. Marketing includes a plethora of decisions that affect consumer interest in a company: advertising, pricing, location, product line, promotions, and so forth. The majors concerns of marketing are usually referred to as the "four Ps" or the "marketing mix": product, price, place, and promotion.

Hence, marketing involves establishing a company vision and definition and implementing policies that will enable a company to live up to its vision or maintain its vision. Marketing strategy is the process of planning and implementing company policies towards realizing company goals in accordance with the company vision. Marketing strategies include general ones such as price reduction for market share growth, product differentiation, and market segmentat ion, as well as numerous specific strategies for specific areas of marketing.

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Competition is the primary motivation for adopting a marketing strategy. In industries monopolized by one company, marketing need only be minimal to spur on increased consumption. Utilities long enjoyed monopolized markets, allowing them to rely on general mass marketing programs to maintain and increase their sales levels. Utility companies had rather fixed market positions and steady demand, which rendered advanced concern for marketing unnecessary. Now, however, most companies face some form of competition, no matter what the industry, because of deregulation and because of the globalization of many industries. Consequently, marketing strategy has become all the more important for companies to continue being profitable.

ORIGIN OF THE MARKETING STRATEGY CONCEPT

MARKETING AND STRATEGY.

Marketing strategy has its roots in the basic concepts of marketing and strategy. Marketing strategy was probably used the first time that two humans engaged in trade, i.e., an "arm's-length" transaction. Certainly, early civilizations, such as the Babylonians, the Chinese, the Egyptians, the Greeks, the Romans, and the Venetians, had developed marketing strategies for their trading activities. They probably discussed appropriate strategies for given situations, and even taught these strategies to friends, family members, and subordinates. The actual function of marketing, i.e., the distribution function, was performed whenever exchange occurred.

STRATEGY IS A MEANS TO AN END.

Marketing strategy is a conscious approach to accomplishing something. Strategy precedes marketing and marketing strategy. The first time a human planned an approach for achieving a desired end—a goal or objective—he or she was developing strategy. Strategy can be formulated by individuals, groups, and organizations. The

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organizations can be families, corporations, nations, or groups of nations. In modem times, strategy can be formulated by complicated and sophisticated programmed software operating on computerized systems, personal computers, or computer networks.

Original, formalized discussions of strategy or strategy theory are associated with politics, war, and the military. The term "strategy" comes from the Greek word strategic, meaning general ship. It also can mean approach, scheme, design, and system, and is associated with terms such as intrigue, cunning, craft, and artifice.

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LIMITATIONS

LIMITATIONS OF SECONDARY DATA

1. The available data may not suit the current purpose of research,

due to incompleteness, generalities and so on.

2. Information may be outdated or obsolete.

3. The methodology used in collecting the data such as the sample

size, date of the research, etc., may be unknown.

4. All the findings of a research study may not be made public.

5. Conflicting data may exist.

6. It may be difficult to determine the accuracy of secondary data.

LIMITATIONS OF THE RESEARCH

1. As only the secondary data is used in this project, it was difficult

to determine the accuracy of the data.

2. The data available was too vast and a lot of time was spent

going along through it

3. Some amount of data was not updated and was not of much use.

4. A considerable amount of conflicting data was there which was

difficult to match with.

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BIBLIOGRAPHY

Books/ text Book on direct marketing strategy planning by Edward L

Lash Conversation marketing – Ian Lurie Marketing as strategy- Nirmalya Kumar

Magazines Business today Indian management

Websites www.cadbury.co.in www.websitemarketingplan.com www.google.in

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