PROJECT REPORT

ON

STUDY OF THE YOUNG INDIA’s FAVORITE BRAND:

CADBURY’s

Submitted in partial fulfillment of the requirements for the

award of the degree of

Bachelor of Business Administration (BBA)

To

Guru Gobind Singh Indraprastha University, Delhi

Submitted to: Submitted by:

Mr. Vipul Singh S.M. Shujauddin-12821401711

(Assistant Professor) Aman Panwar - 12921401711

Neha Mathpal- 13121401711

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL, VASANT

KUNJ, NEW DELHI- 110070

BATCH (2011-14)

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CERTIFICATE

This is to certify that the major project report titled “A study of the young India’s favorite brand:

Cadbury’s” is an academic work done by S.M. Shujauddin: 12821401711, Aman Panwar:

12921401711, Neha Mathpal: 13121401711 submitted in the partial fulfillment of the

requirement for the award of the degree of Bachelors of Business Administration from Jagannath

International Management School (GGSIPU), New Delhi, under my guidance and direction. To

the best of my knowledge and beliefs the data and information by them in the project has not

been submitted earlier.

29th April, 2014

Mr. Vipul Singh

(Asst Professor)

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ACKNOWLEDGEMENT

The report bears the imprints of many people. There are many helping hands to which I owe my sense of

gratitude.

Firstly we would like to thank Mr. Vipul Singh who gave us this project and guided us throughout the

time period. Also, we would like to express our gratitude towards Mrs. Gauri Dhingra, our class

coordinator who helped us wherever we needed the help and support. The youngsters who gave their

valuable time to provide us with the data should get appreciated.

S M Shujauddin

Aman Panwar

Neha Mathpal

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EXECUTIVE SUMMARY

The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey with

chocolate lovers in India began in 1948. Currently Cadbury India operates in five categories, which are

Chocolate Confectionery, Milk Food Drinks,

Candy, Gum and Snacks category.

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, Éclairs, Celebrations, Temptations

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

world! Their flagship brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India.

The pure taste of CDM defines the chocolate taste for the Indian consumer.

Earlier Cadbury Dairy Milk had positioned itself as a chocolate for kids. Later it was repositioned as a

chocolate meant for all age groups emphasizing on the children hidden in us.

The model that we have used is Customer Based Brand Equity Model and with the help of this model we

have analyzed that how Cadbury Dairy milk has evolved since years and its perception has changed in the

minds of consumer overtime.

Cadbury Dairy Milk has done this perception evolving process with the help of aggressive advertising and

they have been very successful in achieving their target.

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TABLE OF CONTENTS

CHAPTERS CONTENTS PAGE NO.

1 Introduction

2 Literature Review

3 Research Methodology

4 Data Analysis

5 Findings

6 Conclusion

Limitations

7 Annexure

7.1 Questionnaire

7.2 References

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CHAPTER-1

INTRODUCTION

1.1 INTRODUCTION TO BRAND AND BRAND EQUITY.

“Brands are intangible assets, assets that produces added benefits for the business. This is the domain of

strategic brand management: how to create value with proper brand management.”

- Jean Noël Kapferer, The New Strategic Brand Management

A brand is a name or symbol used to identify the source of a product. When developing a new product,

branding is an important decision. A brand can add significant value when it is well recognized and has

positive associations in the mind of the consumer. This concept is referred to as brand equity.

There is no universally accepted definition of brand equity. The term means different things for different

companies and products. However, there are several common characteristics of the many definitions that

are used today. From the following examples it is clear that brand equity is multi-dimensional. There are

several stakeholders concerned with brand equity, including the firm, the consumer, the channel, and

some would even argue the financial markets. But ultimately, it is the consumer that is the most critical

component in defining brand equity. Some researchers in the field of marketing have defined brand equity

as follows:

Lance Leuthesser (1995) writes that “… brand equity represents the value (to a consumer) of a

product, above that which would result for an otherwise identical product without the brand’s name.

In other words, brand equity represents the degree to which a brand’s name alone contributes value to

the offering (again, from the perspective of the consumer).”

The Marketing Science Institute (1988) defines brand equity as, “The set of associations and

behaviors on the part of the brand’s customers, channel members, and parent corporations that permit

the brand to earn greater volume or greater margins than it could without the brand name and that

gives the brand a strong, sustainable, and differentiated advantage over competitors.”

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Brand equity may also be defined as a set of elements such as brand associations, market fundamentals

and marketing assets that help distinguish one brand from another. In other words brand equity is the

measurable value derived from marketing and other strategic and management efforts attributable to a

brand.

The brand is viewed from the perspective of the customers, an individual or an organization. The power

of the brand lies in what customers have seen, read, heard, learned and thought about the product over

time. A brand is said to have positive customer brand equity when consumers react favorably to the

product.

Brand equity helps to enable the buying decisions, builds customers loyalty which further helps in

building the market share of the brand and protecting it whenever required. It also helps in command

higher prices and creates a halo effect that assists business expansion which ultimately increases the

market value of the company or the brand.

The following are the considerations and action-steps while measuring the intangibility:

1. Clarify Brand Equity Perspective Brand equity can be viewed from several different perspectives.

The hard-line perspective is that of financial outcomes which examine price premium. That is, how

much more will a consumer pay for a product or service that is branded over a product or service

that is generic? A softer perspective is that of brand extension where consideration is given to the

value that a brand lends to the introduction of other products, or considers the reverse dynamic of the

impact of a new product or service on the existing brand. This following steps address a third

perspective - customer-based.

2. Determine Brand Equity Research Goals Brand equity market research falls into one of three

camps: Tracking, exploring change, and/or extending brand power. Market research that focuses

on tracking makes comparison among competitive brands or products against a benchmark.

When exploring change is the research goal, customer brand attitude is tapped regarding branding

decisions that might result in repositioning or renaming products or services. A deeper examination

of extending brand power is carried out when substantive additions to a brand are considered. Each

of these research goals requires a different tact.

3. Understand Customer Brand Attitude A customer-based perspective in the measurement of brand

equity focuses on the experiences that consumers have with a brand. The stronger the brand, the

stronger the customer's attitude toward the products or services associated with the brand. When

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customers experience a product or service, they gauge overall brand quality and tend to infer certain

brand attributes. If these experience measures are positive and endure over time, brand loyalty

typically results. Today, customers can -- and do -- easily communicate the strength of their brand

attitude to others.

4. Identify Brand Equity Components to Measure Brand awareness, brand reach, and brand image

association are aspects of brand equity that may not be closely associated with consumer experience.

These measures of brand equity may reflect the impact of traditional advertising campaigns, and the

influence of social or interactive media. Brand awareness is an indicator of how branding efforts

spotlight a product or service. Brand reach indicates how far and wide that spotlight shines.

And brand image association reveals what the brand promises and what it stands for in the eyes of

consumers.

5. Measure Perceived Brand Differentiation Product differentiation is a lynchpin for brand loyalty,

confidence in a brand, and the potential for brand switching. Customer perceptions about brand

differentiation tend to be strongest when actual product or service experience has occurred, but

certainly brand differentiation is not immune to the influence of advertising. Differentiation

may float on product or brand recommendations in social media rather than any personal experiences

with a brand. Because differentiation is so susceptible to social influence, it lends itself to

measurement across multiple media channels.

6. Qualitative and Quantitative Approaches to Brand Equity Data Ideally, brand equity

measurement will include both qualitative and quantitative approaches. Focus groups can provide a

good forum for exploring customer perceptions and motivation. Conjoint analysis can reveal key

consumer decision-making processes. Effective measurement of brand equity is critical to the

development of brand strategy and ultimately supports return-on-investment analysis. Which brings

us full circle, back to the financial outcomes perspective on brand equity.

Building a strong brand has been shown to provide numerous financial rewards to firms, and has become

a top priority for many organizations. Author Keller outlines the CUSTOMER-BASED BRAND

EQUITY (CBBE) model to assist management in their brand building efforts.

According to the model, building a strong brand involves four steps:

1. Establishing the proper brand identity, that is, establishing breadth and depth of brand awareness,

2. Creating the appropriate brand meaning through strong, favorable, and unique brand associations,

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3. Eliciting positive, accessible brand responses, and

4. Forging brand relationships with customers that are characterized by intense, active loyalty.

Achieving these four steps, in turn, involves establishing six brand-building blocks: brand salience,

brand performance, brand imagery, brand judgments, brand feelings, and brand resonance.

The most valuable brand-building block, brand resonance, occurs when all the other brand-building

blocks are established. With true brand resonance, customers express a high degree of loyalty to the

brand such that they actively seek means to interact with the brand and share their experiences with

others. Firms that are able to achieve brand resonance should reap a host of benefits, for example, greater

price premiums and more efficient and effective marketing programs.

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1.2 THE CHOCOLATE INDUSTRY:

Chocolate…rich in history.

For centuries, chocolate has been an intricate part of the history of many countries. Historically,

Chocolate has been used as both a type of currency and also as an indulgent drink affordable only to

royalty. Today, chocolate is enjoyed by all in a variety of forms and continues to be an important part of

many cultures.

ORIGIN OF COCOA (FROM CACAO TREES)

Chocolate has been prepared as a drink for nearly all of its history. On the Pacific coast

of Chiapas, Mexico, a Mo kaya archaeological site provides evidence of cacao beverages dating even

earlier, to 1900 BC. The residues and the kind of vessel they were found in indicate the initial use of

cacao was not simply as a beverage, but that the white pulp around the cacao beans was likely used as a

source of fermentable sugars for an alcoholic drink.

EVOLUTION OF COCOA:

1. 7th century A.D.

Cocoa Beans as a Monetary Unit:

   Archeologists have discovered that Mayans cultivated these wild trees in the 7th century A.D in the

Yucatan region of Central America.

   The first cocoa trees grew wild in the tropical rainforests of the Amazon and Orinoco basins over

4,000 years ago.

   Archeologists have discovered that Mayans cultivated these wild trees in the 7th century A.D in the

Yucatan region of Central America.

   Historians have found proof that cocoa beans were used as a form of payment as well as a unit of

calculation around 1000 A.D. In fact, following that period, all taxes were paid in cocoa beans to

Feudal Aztecs. Over the centuries, the people that would become known as "Indians" brewed cocoa

from a dense paste made with roasted cocoa beans. With the addition of water and various spices

(vanilla and cinnamon, but also pepper and other strong condiments) it became an expensive yet very

popular beverage enjoyed by Kings, while the poorest used it sparingly to flavor a boiled corn

mixture.

  Cocoa - a divine drink

   Under the Aztec Emperor Montezuma, the drink made of cocoa beans was reserved for the male

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elite. "The divine drink, which builds up resistance and fights fatigue. A cup of this precious drink

permits a man to walk for a whole day without food." - Aztec Emperor Montezuma (circa 1480 - 1520)

   In 1502 Christopher Columbus was the first European to discover Cocoa beans upon landing in

Nicaragua on his fourth voyage. While the natives used cocoa beans as currency and also as a delightful

drink, there was no interest by Columbus and his entourage who were still searching for the sea route to

India.

2. 1500s:

 

A beverage fit for a king

   Hernan Cortez, who conquered part of Mexico in 1519, was intrigued by the idea cocoa as a means

of payment, and establishes a cocoa plantation in the name of the Spanish crown to cultivate this new

"money".

   Later, Cortez took xocolatl, a drink made from cocoa beans, to Charles V's court in 1520. Cane

sugar, in addition to or in place of traditional spices made cocoa a beverage that was sweet and

agreeable to drink and caught the addition of the Spanish King. Word of the drink quickly spread

throughout Spain.

3. 1600s & 1700s:

 

From Spain to France

   In 1615, the French became aware of the use of cocoa, a century after the first discovery of the

chocolate drink by the Spanish court. Spanish princess Anna of Austria married French King Louis

XIII who introduced, among other Spanish customs, the drinking of chocolate at the French court.

   News of the drink spread throughout Europe in the 17th century by Italian and French merchants.

 

The first chocolate-houses open

   In 1657 the first chocolate-house was opened in London by a Frenchman, popularizing the

consumption of chocolate among many classes. As early as 1720, several coffee-houses of Florence and

Venice are offering chocolate whose reputation reaches far beyond the country's borders.

   Italian chocolatiers, now famous for the art of making chocolate, are becoming known throughout

Europe for this new art form. During this time, gianduja (hazelnut paste) becomes a popular sweet

chocolate variation.

 

Chocolate as cure:

   During the 18th century, chocolate was used more for therapeutic qualities, such as prevention of

stomach aches.

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   Introduction of chocolate to the United States did not occur until 1765 when John Hanan brought

cocoa beans from the West Indies to Dorchester, Massachusetts, thinking that it might be useful for

medicinal purposes. Together with Dr. James Baker, they start the first chocolate factory in North

America, at first to manufacture remedies for illnesses. (Baker's chocolate still exists as a baking

chocolate variety).

   During the first half of the 19th century, several technological advances made chocolate easier to

produce and more available to the masses.

4. 1800s:

Invention of the cocoa press

   In 1828, Dutchman Hendrick Van Houten invented the cocoa press. This invention helped reduce

the prices of cocoa even further and helped to improve the quality of the beverage by squeezing out

part of the cocoa butter, (fat that naturally occurs in cocoa beans) and allowed the cocoa to be

grounded more finely. From then on, drinking chocolate had more of the smooth consistency and the

pleasing flavor it has today. Today, this process is known as "Dutching." The final product, Dutch

chocolate, has a dark color and a mild taste.

The first chocolate bar

   In 1847, Fry's chocolate factory in Bristol, England molded the first chocolate bar that was suitable

for general consumption.

   Milk chocolate was invented in 1879 by the Swiss Henri Nestlé and Daniel Peter

5. 1900s:

Industrialization

   The industrialization of chocolate reduced the production costs and allowed all levels of society to

enjoy chocolate. Children rapidly became a great market for chocolate makers. This started a trend of

novelties with the 1923 launch of the Milky Way in by the American Frank Mars while his son

invented the namesake bars, the Mars bar. At the same time, Milton Hershey, another American

chocolate producer vastly expanded his chocolate sales through clever marketing and capitalizing on

impulse purchases of chocolate in main street grocery stores. Hershey was called the "Henry Ford" of

chocolate because he mass-produced a quality chocolate bar at a price everyone could afford.

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6. Today:

 

The chocolate industry has grown to a worldwide industry topping $50 Billion in retail sales

worldwide and continues to show healthy growth. Recently, there has been an increasing trend towards

high quality chocolates such as chocolates with high cocoa content and or chocolates flavored with

natural flavors and rich spices.

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1.3 CADBURY INDIA

Cadbury India has been in India for over 60 years, having started in 1948 as an importer of chocolates.

The chocolate industry in India as it stands today is dominated by two companies, both multinationals:

Cadbury and the Nestle. The market leader is Cadbury with a lion's share of 70 percent while Nestle has

only 25 percent share. The company's brands (Five Star, Gems, Eclairs, Perk, Dairy Milk) are leaders

their segments.

The Cadbury’s Inc has taken the opportunity to offer us a broader view of chocolate category. The

Cadbury’s India’s no. 1 chocolate is able to share with their market insights based upon unparalleled

breath of chocolate experience. Cadbury has grown from strengths to strengths with new technologies

being introduced to make the Cadbury confectionary business, one of the most efficient in the world. This

report studies about the young India’s favorite brand- Cadbury.

In a chocolate confectionary business, Cadbury has maintained its undisputed leadership over the years.

Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, Éclairs, Celebrations, Temptations and

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

Their flagship brand Cadbury Dairy Milk is considered the “gold standard” for chocolates in India. The

pure taste of Cadbury defines the chocolate taste for the Indian consumer.

Earlier Cadbury had positioned itself as a chocolate for kids. Later it was repositioned as a chocolate

meant for all age groups emphasizing on the children hidden on us. Cadbury has done this perception

evolving process with the help of aggressive advertising and they have been very successful in achieving

this target.

The model that we have used is young customers based Brand Equity Model and with the help of this

model we have analyzed that how Cadbury has evolved since years and its perception has changed in the

minds of consumer over time.

Cadbury Milestones

The Cadbury story is a fascinating study of industrial and social developments. From a one man business

in 1824, Cadbury has grown to be one of the world's largest producers of chocolate. A small family

business developed into an international company and the high standards of the Cadbury brothers were

combined with the most sophisticated technology, skills and innovation.

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VISION:

The governing objective for Cadbury India is to deliver Superior Shareholder value.

Cadbury in every pocket.

Sustain growth of Cadbury’s market through aggressive product development.

Focusing on cost competitiveness & productivity in operations and innovative utilization of

assets.

Investing to develop people.

MISSION:

“To provide customers with a tempting and exquisite taste” as enticing treats means a

mouthwatering treat which is simply irresistible.

“Cadbury means quality” this is the promise of Cadbury. Its reputation is to build upon quality.

Its commitment to continuous improvement will ensure that promise.

BRAND ELEMENTS

Dairy Milk has been meticulously built around the world by Cadbury. It has been able to sustain a strong

position in the market. There are many branding elements which have resulted into consistent result of its

success. In India and across the world, the only chocolate wrapped in Purple with the logo of Cadbury

written on it. Color of all other products of Cadbury like Gems which is so colorful. Packaging which

introduces slight of milk splash shows the relation of milk with Cadbury. Insignia Logo which comes on

the packaging in bold vintage Dairy font in white which also shows the relation of milk with the product.

Logo Not only the above three, But there are many more elements due to which the consistent Branding

of Dairy Milk is so very popular. Its different Advertisements, its punch lines etc… It has always kept a

strong association with Milk, with slogans such as “a glass and half of full cream milk in every half

pound.” And also advertisement which featured a glass of milk pouring out and forming the Dairy Milk

bar. Also the ad campaigns are also the important element of Dairy Milk. It made chocolate an eating

habit among the consumers, especially the adults. Long back it was a belief that chocolate is only for kids.

But Dairy Milk changed this belief. Also they changed the trend of Sweets (Mithai) during the occasions

like Diwali, New Year etc… Dairy Milk brought a new trend that whether any occasion, Dairy Milk is

best for all. Tolani

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It also gave some famous dialogues from the ads which people remember always. They were also

the core brand elements of Dairy Milk. Let us see them below: The Real Taste of Life- A girl

Dancing on Cricket Field

Khane walo ko Khane ka Bahana Chahiye

Kuch Meetha Ho Jaye

Pappu Paas ho Gaya

Aaj Pehli Tareekh Hai

Shubh Aarambh

All these above dialogues were form the very famous and popular ads of Dairy Milk. By this ad they

wanted to covey to the people that for eating Dairy Milk they do not have to wait for any occasion. They

can just have it. Whether they are happy or Sad, But Dairy Milk can be taken in any of the mood.

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BRAND MANTRA OF DAIRY MILK

Dairy Milk also enjoys a great - Brand Recall value when comes to chocolates with Milk. Dairy Milk has

huge command over - its distribution network spanning across India. Certain segment feel that price of

innovations with crafted Dairy Milk is high and compared to communication campaign that Amul Milk

chocolate is preferred. It offers quality product with Dairy Milk is somewhat lacking in establish a clear

and consistent other emerging markets. It has Brand Image over the years. Strong command over its

brand image in India and Europe But other places it is lacking. Dairy Milk has been able to the recent

acquisition of Cadbury which is a globally established by Kraft Foods may result in brand name known

for its somewhat negative effect on the manufacturing competency and brand.

CUSTOMER-BASED BRAND EQUITY PYRAMID

Rationale of CBBE model:

Basic premise: The power of a brand resides in the minds of the customers. The challenge is to ensure

that the customers have the right kind of experiences with the products and services and their marketing

program to create the right brand knowledge structures i.e.

Thoughts

Feelings

Images

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Perception & Attitudes

Building a strong brand involves a series of steps as part of a “branding ladder”. It is characterized by a

logically constructed set of brand “building blocks”. We need to identify the areas of strength and

weakness and to provide guidance to marketing activities.

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CHAPTER-2

LITERATURE REVIEW

HISTORY:

Cadbury, the global leader in the chocolate confectionery market, began in 1824 when a young Quaker

named John Cadbury opened up a shop in Birmingham. John sold coffee, tea, drinking chocolate and

cocoa at his shop. Believing that alcohol was a main cause of poverty, John hoped his products might

serve as an alternative. He also sold hops and mustard. Like many Quakers John had high quality

standards for all of his products.

At that time in England, Quakers were prohibited from attending university, since it was affiliated with

the established church, and their pacifist beliefs kept them from joining the military. With few

opportunities available, Quakers often went into business-related fields and/or devoted their time to

missions of social reform.

By 1842 John was selling 11 kinds of cocoa and 16 kinds of drinking chocolate. Soon John’s brother

Benjamin joined the company to form Cadbury Brothers of Birmingham. The Cadbury brothers opened

an office in London and received a Royal Warrant (one of many) as manufacturers of chocolate and cocoa

to Queen Victoria in 1854. Six years later the brothers dissolved their partnership because of John’s

failing health and the death of his wife. They left the business to John's sons George and Richard. John

devoted the rest of his life to social work and died in 1889.

George and Richard continued to expand the product line, and by 1864, they were pulling a profit.

Cadbury’s Cocoa Essence, which was advertised as "absolutely pure and therefore best," was an all-

natural product made with pure cocoa butter and no starchy ingredients. Cocoa Essence was the

beginning of chocolate as we know it today. The brothers soon moved their manufacturing operations to a

larger facility four miles south of Birmingham. The factory and area became known as Bournville.

With Cadbury’s continued success in chocolate, George and Richard stopped selling tea in 1873. Master

confectioner Frederic Kinchelman was appointed to share his recipe and production secrets with Cadbury

workers. This resulted in Cadbury producing chocolate covered nougats, bonbons delices, pistache,

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caramels, avelines and more. Cadbury’s manufactured its first milk chocolate in 1897. Two years later the

Bournville factory employed 2,600 people and Cadbury was incorporated as a limited company.

During World War I, more than 2,000 of Cadbury’s male employees joined the Armed Forces. Cadbury

supported the war effort, sending warm clothing, books and chocolate to the soldiers. Cadbury

supplemented the government allowances to the dependents of their workers. When the workers returned,

they were able to return to work, take educational courses, and injured or ill employees were looked after

in convalescent homes. During this period trade overseas increased, and Cadbury opened its first overseas

factory near Hobart, Tasmania. The next year Cadbury merged with JS Fry & Sons, a past market leader

in chocolate.

Cadbury’s supported the war effort during World War II by converting parts of its factory into

workrooms to manufacture equipment like milling machines for rifle factories and parts like pilot seats

for Defiant fighter planes. Workers plowed football fields to grow crops, and the Cadbury St. John’s

Ambulance unit helped people during air raids. Chocolate was considered essential for the Armed Forces

and civilians. Rationing finally ended in 1949.

In 1969 Cadbury’s merged with Schweppes to form Cadbury Schweppes. Schweppes was a well-known

British brand that manufactured carbonated mineral water and soft drinks. The merged companies would

go on to acquire Sunkist, Canada Dry, Typhoo Tea and more. Schweppes Beverages was created, and the

manufacture of Cadbury’s confectionery brands was licensed to Hershey.

Today Cadbury’s Schweppes is the largest confectionery company in the world, employing more than

70,000 employees. In 2006 the company had over $15 billion in overall sales. In March of 2007,

Cadbury’s Schweppes announced that it intends to separate its confectionery and beverage businesses.

With almost 200 years in the business, Cadbury’s Schweppes will continue to prosper in the coming

decades.

LITERATURE AND LORE:

"Outside the city of Birmingham is Bournville [sic], a model village maintained by George Cadbury, the

famous English Quaker, and the owner of the London Daily News. From that great newspaper all betting

news and liquor advertisements have been eliminated. It is the cleanest paper in that respect among all the

dailies of Great Britain. In this village of Bournville, the people who work, thousands of them, take their

turn to come into a large public hall several mornings in the week, where they have a short praise and

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prayer service before they go to their work. There is a spirit of goodwill and kindliness and brotherhood

in the institution. There is a fine cricket ground for the men; gymnasium for the women; recreation

grounds for all. Back of the houses are gardens for fruit and vegetables. It is a sweet, wholesome life of

labor, redeemed from the grime of a great city and the drudgery of toil without any of the beauty of life. It

is a bit of the Kingdom put into the manual labor of men and it sweetens the lives of thousands of people

as they waken in the morning and anticipate the day's work. ..." -- Sheldon, Charles M. Rev. the Rule of

the Kingdom.

- Fort Wayne, Indiana: The Fort Wayne Sentinel. 18 July 1908. Page 15.

"Not long ago the English cocoa firms -- Messrs. Cadbury, Messrs. Fry and Messrs. Rowntree -- and the

firm of Messrs. Stollwerck, of Cologne, sent at their own expense a special commissioner to inquire into

all the circumstances of the case. The report of this commission, Mr Burtt, has recently been published by

them -- a fact which shows that they have not the slightest desire to shirk their responsibilities, but,

instead, are the first to recognize them. "If this is not slavery, I know of no word in the English language

which correctly characterizes it." This is Mr. Burtt's conclusion. But the cocoa firms in question were not

content simply with this report. At present Mr. William Cadbury is in Portuguese West Africa negotiating

with the planters and the Government in order to put an end to slavery and to induce the planters to grown

their cocoa under conditions of free labor...The leading British cocoa firms, as we have shown, are awake,

or are awakening, to their responsibilities. It remains for the British public, and we trust also for the

public of the United States, to play their part. They must not let the whole brunt of the battle fall upon the

manufacturers. They must let it be known that if needs be they will stand loyally by any and every firm

which refuses to use slave-grown cocoa." -- Quote from the London Spectator. In Manitoba Morning Free

Press.

-Winnipeg, Manitoba. 26 December 1908. Page 4.

"Damages of One Farthing for Libel: Birmingham, Dec. 7. Damages of one farthing were granted the

heirs of the late Richard Cadbury, the millionaire chocolate manufacturer, in their suit for libel against the

London Standard. The litigation grew out of charges relative to the use of alleged slave grown cocoa,

from the Island of St. Thomas, a possession of Portugal off the west coast of Africa." -- The Evening

Observer.

-Dunkirk, New York. Tuesday, 7 December 1909. Page 9.

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"There is probably no man who is more passionately devoted to cycling that Mr. George Cadbury, the

head of the famous Bournville cocoa firm of that name. He himself cycles every day from his home to the

works, a distance of a mile and a half, and back again in the evening. Every Sunday morning he rises at

six o'clock and cycles into Birmingham, five miles away, to conduct an eight o'clock Sunday morning

class for men and youths. Nothing is allowed to interfere with attendance at this class for men and youths,

and even in the depth of winter Mr. Cadbury is punctually at his post. Mr. Cadbury is proud of his class,

and every member is proud of Mr. Cadbury." -- Column: Personal Gossip that Amuses, Readers of the

London Press. Oakland, California.

-The Oakland Tribune. Wednesday, 16 February 1910. Evening edition. Page 6.

"London, July 23.—During the last week or two a number of identical articles have appeared in a couple

of London papers which are controlled by the great cocoa firm of Cadbury, stating that a dynastic crisis

was imminent in Portugal and that the boy King Manuel was about to abdicate in favor of his uncle, the

duke of Oporto....I am in a position to state that there isn't a word of truth in these statements.....It is

interesting to note that both the papers which printed these veiled attacks on the Portuguese monarchy are

controlled by a business firm which had a good deal of trouble not long ago with the Portuguese

government, over its use of cocoa grown by slaves in Portuguese territory. It was compelled by public

opinion to cease the use of this raw material and then tried to throw all the blame on the Portuguese

government, which asserted that it was doing all it could to put an end to the system of servile labor, but

was hampered by capitalists in close touch with the English cocoa firm." -- [Author unattributed].

-Atlanta, Georgia: The Constitution. Sunday, 24 July 1910. Page 6.

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CHAPTER-3

RESEARCH METHODOLOGY

TITLE:

A study of the young India’s favorite brand- Cadbury’s

TITLE JUSTIFICATION:

This title has been chosen because this project explains the reactions and preferences of Indian

youths towards the Cadbury’s; what are the attractive factors of the Cadbury’s and how they lure

the Indian youths is studied here.

RESEARCH DESIGN:

Exploratory research is used and questionnaires are filled.

OBJECTIVES:

1. To study the brand equity of Cadbury’s in the Indian youths.

2. To identify why Cadbury is much preferred brand than Nestle or any other brand in India.

3. To analyze the effects of advertisement campaigns in the prospective consumers.

DATA COLLECTION METHOD:

1. For primary data questionnaire was formed

2. For secondary data books related to brand equity, magazines, internet and newspapers

containing related materials were studied.

SAMPLING DESIGN:

1. SAMPLE UNIT: Youths between the age group of 18-25 gave their views to fulfil the

questionnaires.

2. SAMPLE SIZE: Sample size mostly taken from college is about 80 students.

3. SAMPLING PROCEDURE: Simple random sampling is employed

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CHAPTER-4

DATA ANALYSIS

Q1. Which product of Cadbury you like the most?

Dairy Milk Gems Eclairs Bornville

Attribute Sample sizeDairy Milk 36

Gems 22Eclairs 13

Bournville 9

Product Liked Most

Dairy MilkGemsEclairsBournville

Interpretation: - Out of 80 student, 36 like Dairy Milk, 22 Gems, 13 Éclairs, and 9 Gems

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Q2. Are you satisfied with the packing of the Cadbury products?

Yes No

Yes 76NO 4

Satisfied With Packing

YesNo

Interpretation: - Out of 80 student, 76 are satisfied with the packing

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Q3. Are you satisfied with the quality, taste and price of the Cadbury products?

Yes No

Yes 68No 12

Satisfied with quality, price and taste

YesNo

Interpretation: - 68 student are satisfied with the price, taste, and quality of Cadbury Product.

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Q4. Which tag line of Cadbury attracted you the most?

Kuch Meetha Hojaye Rishto ki mithaas Shubh Arambh

Kuch Meetha Hojaye 44Rishto ki Mithaas 22

Shubh Arambh 14

Tag Line

Kuch Meetha HoajyeRishto Ki MithaasShubh Arambh

Interpretation: - 44 people like the tag line of “Kuch Meetha Hojaye”

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Q5. Rank the sub-brands of chocolates according to your preference?

(5 for most 1 for least preferred)

Cadbury

Dairy milk 5 *****

5 Star 3 ***

Perk 2 **

Celebrations 4****

Temptation 1*

Nestle

KitKat 5*****

Bar One 3***

Munch 4****

Milky bar 2**

Milk Chocolate 1*

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Q6. How much importance do you give to the following factors when you purchase a chocolate?

Factor Very Important Important Not Important Least Important

Flavor 40Price 5Quality 20Packaging 5Brand 10

Flavor Price Quality Packaging Brand0

5

10

15

20

25

30

35

40

Importance to which Factor

Importance to which Factor

Interpretation:- While purchasing the chocolate people look for flavor, quality, and brand rather than price and packaging

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Q 7.. At the time of purchasing do you recall advertisement?

Yes NO

Yes 16No 64

Recall Advertisement

YesNo

Interpretation: - While buying 64 people do not recall advertisement

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Q8. What are the following sources of information in terms of effects, when you purchase a chocolate?

Factors More Effect Effect Some what Effect Not EffectAttractive Display Inside Store

30

Advertisement 20Suggestion from Friends and relatives

15

Brand Ambassador 5Ingredients 10

Attractive

Display

Adverti

semen

t

Sugg

estion fr

om frien

d and re

lative

s

Brand Ambass

ador

Ingredien

ts0

5

10

15

20

25

30

Information While Purchasing

Information While Purchasing

Interpretation:- While buying the chocolate people look for attractive display in the store.

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Q 9. How frequently do you purchase chocolates?

Once in fort night -10 Daily -12

Weekly -32 Monthly -26

Frequently You Buy

Once in fort NightDailyWeeklyMonthly

Interpretation: - It shows that people prefer to buy chocolates on weekly basis

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Q 10. Which promotional offers attract you most?

Free Gifts

Price Offer

Any Other

Free Gifts 36Price Offer 26

Any Other (extra grams) 18

Promotional Offer

Free GiftsPrice OfferAny other

Interpretation: - People are more concern about free gifts rather than price offer or extra gram given on the product.

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Q 11. If you prefer brand is not available for repeat purchase then what will you do?

Postpone your purchase -28 Switch over to other brand -44 Go to other shop to search for your preferred brand -8

If brand not available

Postpone your purchaseSwitch Over to other brandGo to other shop

Interpretation:- Most of the customers would switch over the brand if the preferred brand is not available

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Q 12. If another brand of the same product appears in the market, will you prefer to stop buying this brand, buy the new brand?

No. not at all _54_ I may consider _20_ Can’t say _6__

If other brand available will you buy new brand

No. not at allI may considerCan't Say

Interpretation: - They would not stop the consumption of the Cadbury’s even if the rivalry brand has taken most of the market share.

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CHAPTER-5

FINDINGS

Cadbury’s main product dairy milk is preferred the most in the youths.

Majority of the population is highly satisfied with the packing of the products of

Cadbury’s

The taste, price and quality of Cadbury’s product complements each other and hence they

are highly satisfactory.

The tagline “Kuch meetha ho jaaye” mostly comes in the mind of youths while thinking

of Cadbury’s and its products.

Out of dairy milk, 5 star, gems, temptations and celebrations dairy milk rules the

chocolate segment.

According to the consumers, flavor and quality of the chocolate are the most important

factor. After that comes the price which is important, packaging which is less important

and brand which is not at all important.

The population mostly does not recall the advertisements while purchasing the products

of Cadbury’s

Majority of the youths buys chocolates on weekly basis

Free gifts inside the box or with the box attracts the customers the most while purchasing

the products

As the audience is not brand loyal, most of them switches their mind if their product is

not available in the nearby stores.

They would not stop the consumption of the Cadbury’s even if the rivalry brand has taken most

of the market share.

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CHAPTER-6

CONCLUSION

After the data analysis from both the sources: primary and secondary data, it can be concluded that in

India Cadbury’s is enjoying its success to a great extent besides the fact that other competitors, mainly

local, are trying hard to impress the youths of India. Nestle is the biggest competitor of Cadbury’s and

they face cut throat competition internationally but in India there is not any such brand that is near to the

Cadbury’s when it comes to market share.

The advertisements are one of the important factor to attract the customers and Cadbury’s is doing well in

it. Its Silk advertisements were so popular that it created more demand than the supply for that product.

Also, the price has n number of ranges. From Rs. 5 chocolate to Rs. 500 rich dry fruit collection- mention

the price and they have the product of desired range. Cadbury’s surely knows how to bind the customers

with their gift boxes.

Cadbury’s has 70% share in the Indian market and the reason for this is its continuous innovation and

techniques to attract the customers and make them brand loyal. Other brands may take over Cadbury’s

one day but not in near future.

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LIMITATIONS OF THE STUDY

Data of only 80 youths is collected, because of scarcity of time

Age group of 18-25 is taken. Elders or children may have different opinion about the

products of Cadbury’s

Lack of response by some youths to provide the data

There is scope for further research, and is detailed study can be attempted in this area.

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ANNEXURE

QUESTIONNAIRE:

Q 1 Which product of Cadbury you like the most?

Dairy Milk Gems Eclairs Bornville

Q 2 Are you satisfied with the packing of the Cadbury products?

Yes No

Q 3 Are you satisfied with the quality, taste and price of the Cadbury products?

Yes No

Q 4 Which tag line of Cadbury attracted you the most?

Kuch Meetha Hojaye Rishto ki mithaas Shubh Arambh

Q 5 Rank the sub-brands of chocolates according to your preference?

(5 for most 1 for least preferred)

Cadbury Nestle

Dairy milk KitKat

5 Star Munch

Perk Milky Bar

Celebrations Bar One

Temptation Milk Chocolate

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Q6 How much important do you give to the following factors when you purchase a chocolate?

Factor Very Important Important Not Important Least Important

Flavor/ TastePriceQualityPackagingBrand

Q 7 At the time of purchasing do you recall advertisement?

Yes NO

Q 8 The following sources of information in terms of effects, when you purchase a chocolate?

Factors More Effect Effect Some what Effect Not EffectAttractive Display Inside StoreAdvertisementSuggestion from Friends and relativesBrand AmbassadorIngredients

Q 9 How frequently do you purchase chocolates?

Once in fort night ____ Daily _____

Weekly ____ Monthly _____

Quaterly ____

Q 10 Which promotional offers attract you most?

Free Gifts

Price Offer

Any Other

Q 11 If you prefer brand is not available for repeat purchase then what will you do?

Postpone your purchase ____ Switch over to other brand ____ Go to other shop to search for your preferred brand ____

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Q 12 If another brand of the same product appears in the market, will you prefer to stop buying this brand, buy the new brand?

No. not at all _____ I may consider _____ No, I shall not _____ Can’t say _____

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REFERENCES:

Fort Wayne, Indiana: The Fort Wayne Sentinel. 18 July 1908. Page 15.

Winnipeg, Manitoba. 26 December 1908. Page 4.

Dunkirk, New York. Tuesday, 7 December 1909. Page 9.

The Oakland Tribune. Wednesday, 16 February 1910. Evening edition. Page 6.

Atlanta, Georgia: The Constitution. Sunday, 24 July 1910. Page 6.

 "Company Profile for Cadbury PLC (CBY)". Retrieved 2008-10-01.

Robert Fitzgerald (2005) Products, Firms and Consumption: Cadbury and the Development of

Marketing, 1900–1939, Business History, 47:4, 511-531, DOI: 10.1080/00076790500132977

 Ascribed to Cadbury plc. (19 January 2010). "A history of Cadbury's sweet success".

London: Times Online. Retrieved 30 May 2010.

Geoffrey Jones (1984) Multinational Chocolate: Cadbury Overseas, 1918–39, Business History,

26:1, 59-76

Chris Smith; Michael Rowlinson (1990). Reshaping Work: The Cadbury Experience. Cambridge

University Press. pp. 78–95. ISBN 978-0-521-32304-8.

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