Think chocolate think CadburyA RESEARCH REPORT ONPRODUCT AWARENESS OF CADBURY BRANDSubmitted in the partial fulfillmentofMASTER OF BUSINESS ADMINISTRATION(Approved by AICTE, ov! o" #$d#% & %""#'#%!ed !o UPTU '()*$o+ SESSION ,-./0,-.1SUBMITTED BYSUBMITTED TO NI2AMUDDIN 3HANDR4 ATURRAHMAN FAROO5IRO66 NO4 ./1778---9ASSISTANT PROFESSOR (FACA6TY OF MANAEMENT:FACA6TY OF MANAEMENT (UPTU Code0177 ;AHANIRABAD EDUCATIONA6TRUSTROUPOF INSTITUTION ;AHANIRABAD BARABAN3I UP ,,1--.1Think chocolate think CadburyDEC6ARATIONI hereby declare that the project report entitledPRODUCT AWARENESS OF CADBURYBRANDSubmitted in partial fulfillment of the requirement for the degree ofMaster of BusinessAdministrationismyoriginal workandnotsubmitted forthe award of any other degree diploma fellowshipor any other similar title or pri!es" #lace$ Barabanki%i!amuddeen &han 'ate$()*+,*(+-. RO66 NO4 ./1778---92Think chocolate think Cadbury/ni0ersity Study Center CertificateThis is to certify that the project report entitledPRODUCT AWARENESS OF CADBURYBRANDSubmitted in partial fulfillment of the requirement for the degree of Master of Business Administration U!!%r Pr%deA>C/TI@> S/MMA:B

Cadbury Brand awarenessIn thi s research I ha0e sur0ey the productperformance and buyi ng beha0i or of a famous brand ofchocolates CCadbury whichisconsumedbypeopleof all ages" 'uringthisresearchI ha0einteracted wi th peopl e of 9erIn March (++Git was re0ealed thatCadbury Schweppes was planning to splititsbusiness into two separate entities$ one focusing on its main chocolate andconfectionery marketO the other on its /S drinks business"Thedemergertookeffect on(May(++D withthedrinksbusinessbecoming'r"#epper Snapple mployees (+++Cadbury India began its operations in India in -K,D by importing chocolates" It nowhas manufacturing facilities in Thane Induri 3#une5 and Malanpur 3: award for the ;aposO Most >ffecti0e /se of Ad0ertising; apos21Think chocolate think CadburyC=o)o'%!e M%r*e! #$ I$d#%F%)!< & F#>(reuromonitor study Indian candy market is currently 0alued at around /S')),million withabout G+Q or /S',)-million insugar confectioneryandtheremaining F+Q or /S' (+F million in chocolate confectionery22Think chocolate think CadburyK" >ntire Celebrations range marketshare is )".Q-+" The global chocolate market is worth LG. billion annually"T=e S!ory o" C%db(ryE%r'y d%y7perimenting with his mortar and pestle John Cadbury produced a range of cocoa and chocolate drinks the latter with added sugar" The products were sold in blocks$ customers scraped a little off into a cup or saucepan and added hot milk or water"John Cadbury had a considerable flair for ad0ertising and promotion" NJohn Cadbury is desirous of introducing to particular notice ICocoa %ibsI prepared by himself an article affording a most nutritious be0erage for breakfastN announced his first ad0ertisement in the Birmingham nglish cocoa had been hea0ily adulterated with starch substances like potato flour or sago to mask the e7cess cocoa butter" The cocoa drink as described by laborate chocolate bo7es were much pri!ed as special gifts by the late @ictorians as they could later be used as trinket or button bo7es" Chocolate bo7 designs ranged from superb 0el0et co0ered caskets with be0elled mirrors and silk lined jewel bo7es to pretty bo7es with pictures on the lid"The popularity of these splendid Cadbury bo7es continued until their disappearance during the Second Horld Har" @ictorian and >dwardian chocolate bo7es are now collectorIs items" C%db(ry Bro!=er< 6!dThe business became a pri0ate limited company * Cadbury Brothers =imited *in -DKK following :ichard CadburyIs sudden death at the age of )F" "or I$d#%A brandidentityisthemessagesent out bythebrandthroughitsname productshape and design 0isual symbols 3such as logos5 ad0ertising etc"This identity needs to be planned by brand management as this is key to gainingmarket acceptance and leadership"A brand pyramid can help managers plan and analyse a brand?s identity"The top tier of the pyramid consists of the brand core"33Think chocolate think CadburyBrand core 0alues are the genetic code of the brand and remain the same o0er time"Closelyrelatedtothese0aluesisthebrandproposition$ thepromisethebrandmakes to consumers" This proposition should be easy to understand and appeal tothetarget market" ThemiddletierrepresentsthebrandstyleO orelementsof thebrand?s identity that represent the self image of the brand and need to be relati0elystable o0er time" The base of the pyramid is formed by the brand themes which areconcerned with howthe brand currently communicates through its ad0ertisingpackaging physical appearanceetc" Brandthemesarefle7ibleandchangewithfashion technological de0elopments and changing consumer tastes"Thebrandpyramidhelpsmanagersunderstandthestrengthsof thebrandandensure consistency of its message" This also helps to identify opportunities for brandstretching and brand e7tensions" A brand e7tension is the use of a well known brandname on a new product within the same broad market or product category" He willdiscussthisinrelationtothe'airyMilkbrand" Brandstretchingistheuseof anestablished brand name in unrelated markets or product categories e"g" using a wellknown designer name on cosmetics clothes sunglasses etc" such as NJohn :ochaHaterford CrystalN"4amily brand names$The parent brand is also known as an NumbrellaN brand" Thisterm is gi0en to product ranges where the family brand name is used for all products"The ad0antage of this approach is that positi0e associations with the parent brandwill transfer to all sub*brands" The risk howe0er is that if one brand is unsuccessfulor falls intodisrepute thereputationof thecompletefamily of brands canbetarnished" Cadbury is a family brand"Indi0idual brandnames3ormulti brands5$Inthiscaseeachbrandiscreatedandnamed separately and has a separate identity"/sing a family brand may not be suitable as the brand 0alues may be too far apart"Combination brand names$ This approach allows for the optimal use of the corporate3family5 brand name while allowing an indi0idual brand to be identified e"g" Cadbury'airy Milk"Cadbury uses a combination brand strategy" The family brand Cadbury is linked withitsfamoussub*brands i"e" CadburyCrVme>gg Cadbury:oses andCadbury4lake tonameafew" ThefamilybrandidentityisfirstlycommunicatedbythepackagingwiththeCadburycorporatepurplecolour andthedistincti0eCadburyscript logo" The sub brand is then distinguished by its own indi0idual li0ery":ecently marketers ha0e identified particularly strong family or corporate brands asMaster brands" Cadbury is such a brand" 1owe0er a true Masterbrand is more thanthe name of the company C it incorporates the company?s mission 0ision and 0aluesrepresenting them in a way that is easily understood by consumers" IBM is anothere7ample of a Masterbrand"Cadbury?s core brand 0alues include Nlife?s e0eryday pleasures that make us feel good and ne0er let us down" As a reward or a pick me up we consumers trust Cadbury chocolate to make us feel betterN"3Think chocolate think CadburyIt?s a matter of great pri0ilege and satisfaction to present the esteemed reader thisreport aimed atf i ndi ng t he pot ent i al of t he pr oduc t per f or mance andbuyi ngbeha0i or of af amousbr andof chocolates C Cadbury"Thi sproject report isaconcreteformof knowl edgethat wasacqui redinthat proj ect duration" 'uri ngthetrai ni ng astudent get theopportuni tytoappl yhistheoretical knowl edgei nthecorporate world in short I emphasis onW=earning by doing?" As learning is a human acti0ity and is as natural as breathing"'espite of the fact that learning isa l l p e r 0 a s i 0 e i n o u r l i 0 e s p s y c h o l o g i s t s d o n o t a g r e e o n h o w l e a r n i n g t a k e s p l a c e "1o w indi0idualslearnisamatter of interest tomarketers" Theywant toteachconsumers in their roles as their roles as consumers" They want con Thescopeofmy study restri cts itself to the anal ysi s of consumer preferencesperception and consumption of Cadbury Chocolates" There are many other brandsof chocolates a0ailable but my study is limited to a major player of chocolates lea0ingbehind the others"A s c o n s u me r swe p l a y a 0 e r y 0 i t a l r o l e i n t h e h e a l t h o ft h e e c o n o my l o c a ln a t i o n a l o r international" Thedecisionwemakeconcerning our consumption beha0ior affect the demand for the basic raw materialsfor the transportation for the banking for the productionO they effect the employmentof workers and deployment of resources and success of some industries and failuresof others" Thus marketer must understand this"Co$0ery 1and >0erywhere$ Busy shoppers want brands to be close to hand" Theirretail customersdemandflawlessser0ice"Andit isourbusinesstodeli0er"Theyha0e been selling gum in Bra!ilfor o0er )+ years since the launch of Chiclets in-K,," Hith the addition of 1alls Trident and Bubbaloo today Cadbury is the %o" -player in what is one of the world?s largest confectionery markets" Their sales forcehasplayedacritical roleinour success" 8ur -(++*strongsales force0isitsastaggering(+++++customersinmorethan(.++cities" Makingana0erageofF)++++ indi0idualcalls e0ery year in 0ans motorised tricycles bicycles and e0enon foot our sales team not only deli0er collect and merchandise our products andbrands but also ad0ise customers on merchandising and selling techniques"merging Markets$ >merging markets currently account for more thana third of their re0enues C a percentage that is growing year after year" They are theconfectionery leader in these e7citing and dynamic parts of the world" Their businessin India is a great e7ample of their approach and has grown by o0er (+Q annually forthe last three years" A strong foundation They ha0e been in India for )+ years andha0eastrongheritageandleadershippositionwithaF+Qconfectionerymarketshare" He?re the %o - chocolate brand with a chocolate market share of o0er G+Q"In fact we?re so closely associated with chocolate that cocoa trees are often called&Think chocolate think CadburyCadbury trees" >0en so only around a third of the population currently buyschocolate" That?s G++ million people still to introduce to the delights of Cadbury"1Think chocolate think CadburyC%db(ry Appe%'#$>Appealing to a broader range of consumers is at the heart of their plan" So they ha0ecreatedabaserangeof their popular chocolatebrandsat moreaffordablepricepoints" But we also know that as incomes rise the demand for more premium giftsgrow" their 'iwali gifting range has enjoyed notable success"4unctional ad0antage$ Cadbury Bourn0ita was launched here in -K,D and throughoutitshistoryhasalwayssought topro0idenutritionthat aidsgrowthandall*roundde0elopment today the natural goodness of malt chocolate and milk is fortified with0itamins A B- BF B) B-( and C plus iron protein calcium !inc manganese andfolic acid" %o wonder it?s Wa cup of confidence?"Affordableindulgence$Theyha0eincreasedtheirpresenceinthecandycategorythrough 1alls and Cadbury 'airy Milk clairs" As in other emerging markets with hotclimates >clairs are pro0ing popular as an indulgent affordable treat" Hith deliciousCadburychocolateinthemiddle theymelt inthemouth not intheheat"A new>clairsCrunchformat withacrispycaramel shell isjust asaffordableande0enmoreat homeinhot weather"ImportingsuccessTruetotheir total confectioneryplan theyarealsoenteringnewcategories applyingtheir know* howfromtheirsuccess in other markets"CADBURY CE6EBRATIONCadburyCelebrationswasaimed atreplacing traditional giftingoptions likeMithaiand dry* fruits during festi0e seasons" Cadbury Celebrations is a0ailable in se0eralassortments$ An assortment of chocolates like . Star #erk clair is truly unique because of its creamy caramel e7terior and rich Cadbury 'airyMilk chocolate at the center" In (++) Cadbury 'airy Milk >clairs launched a crunchy>clair with a hard caramel outside and delicious Cadbury 'airy Milk chocolate insidecalled Cadbury 'airy Milk >clairsEMS

Think chocolate think CadburyThe saying N(" S%'e< Pro?o!#o$conomic #sychology@olume -) Issue ( July -KK.5" %e7t letIs turn to how this psychology plays out inthe branding process" Br%$d 6oy%'!yA T=e p7isting and!%Think chocolate think Cadburypopular brands therefore faceintensecompetitionwiththeaffordablelocali!edbrands with high sugar content targeted at the low*income groups" It is thereforeimperati0efor themoreestablishedbrandsof chocolateconfectionarytoemploybrilliant ad0ertisingandbrandingstrategiestoinfluenceconsumers? beha0iorsinorder to continue to enjoy and maintain market leadership"Thispaper e7aminestheroleof Mediaonaleadingcompanyinthechocolateconfectionary category"E?p=%t!el et al"-KKG5" Today definitions of ad0ertising abound" He might define it as communicationprocessa marketing process an economic and socialprocessa public relationsprocess or an information and persuasion process 3Arens -KK)5" 'unn et al" 3-KGD50iewed ad0ertising from its functionalperspecti0es hence they define it as a paidnon*personal communicationthrough0ariousmediabybusinessfirms non*profitorgani!ation andindi0iduals whoareinsomeway identifiedinthead0ertisingmessage and who hope to inform or persuade members of a particular audience"Morden 3-KK-5 is of the opinion that ad0ertising is used to establish a basicawarenessof theproduct or ser0ice inthemind of thepotentialcustomerandtobuild up knowledge about it" &otler 3-KDD5 sees ad0ertising as one of the four majortools companies use to direct persuasi0e communications to target buyers and publicnoting that 9it consists of non*personalforms of communication conducted throughpaid media under clear sponsorship6" According to him the purpose of ad0ertising isto enhance potential buyers? responses to the organi!ation and its offeringemphasi!ing that 9it seeks to do this pro0iding information by channeling desire andby supplying reasons for preferring a particular organi!ation?s offer""3Think chocolate think CadburyHhile writing on ad0ertising nature and scope >t!el et al" 3-KKG5 succinctly captureall ad0ertising as ha0ing four features$(#: A verb%' %$d or v#= o$e or ?ore ?ed#%(#v: P%y?e$! by !=e ggwas part of aproducte7tension strategy for Cadbury 'airy Milk" The strategy in0ol0ed adding new fla0oursto the range including Mint Chips Crunchie and Turkish 'elight" The launch was supported by a E,m marketing package including T@ ad0ertsand sponsorship of Coronation Street" At the same time an in*store campaign andhigh*impact display was designed to build strong presence" TheT@campaignfocusedontheproduct andcommunicatedto0iewerstheunion of Cadbury 'airy Milk and Cadbury Creme >gg in one bar$ 9Si7 of one and halfa do!en of another""%Think chocolate think CadburyWHAT IS CADBURY COMPANYGISION AND MISSION STATEMENTG#mployees arealsoshowingmoreinterest towardsworkandthemalsofeelingresponsibleforcompany?s growth"M%r*e! Re