This document provides information about Cadbury India Limited's institutional selling project for their Cadbury vending machines. It includes an overview of Cadbury as a company, their Bournvita and Chocolait products offered through the vending machines, details of the vending machines and pricing, their marketing strategy, and limitations of the project such as high entry barriers due to Nestle's market dominance and unfavorable timing of the project during an economic recession and hot weather.

1. CADBURY INDIA LIMITED
A
PROJECT REPORT
ON
“THE INSTITUTIONAL SELLING”
FOR
CADBURY VENDING MACHINE
CADBURY INDIA LIMITED, N.DELHI
Bachelor of Business Administration
SUBMITTED TO : PREPARED BY :
GGSIP University MAYUR JAIN
Delhi. BBA-III SEM.
BLS INSTITUTE OF MANAGEMENT,
MOHAN NAGAR, GHAZIABAD
MAYUR JAIN BBA-III SEM.

2. ACKNOWLEDGEMENT
First of all I would like to extend my vote of thanks to Mr. MARICHI MATHUR
and Mr. DEEPAK MEHROTRA of Cadbury India Limited, who assigned me a very lively
project to work on.
My parents and batchmates were also a source of motivation and inspiration for
me and without whom this task would have been very difficult to accomplish.
I would like to thank Dr. Sudhir Saran, Director of BLS Institute of Management,
Ghaziabad.
Mayur Jain
BBA-III Sem.
GGSIL University.

3. INDEX
1. COMPANY PROFILE
2. ORGANISATIONAL CHART FOR THE SALES TEAM
3. INTRODUCTION
4. CADBURY VENDING STORY
5. ABOUT THE MARKET LEADER - NESTLE INDIA LIMITED
6. LIMITATIONS OF THE PROJECT
7. RECOMMENDATIONS

4. COMPANY PROFILE
♦ Incorporation 1948
♦ Corporate Status Public Limited Company
♦ Business Food
♦ Manufacturing Facilities Thane & Pune in Maharashtra
♦ Registered Office Cadbury House, 19, Bhulabhai Desai Road,
Mumbai
♦ Listed on BSE, NSE
In India, the name Cadbury is like a synonym to the word, chocolate. The key
business areas of the company are chocolates, confectioneries & malted food. The
company’s key brands in chocolates are as follows:
CDM & Truffle (bars), Picnic & 5 Star (count lines), Crackles & Gold (moulded
chocolates), Gems (panned confectionery), Perk (wafer chocolates), Cadbury’s Eclairs
(eclairs) and English Toffee & Byte (toffees).
Bournvita is the leading brand in the malted food segment.
The main business areas of the company are Chocolates and sugar confectioneries.
In the chocolate confectionery segment, CIL is the market leader with a market share of
70% followed by Nestle. Also, Cadbury cultivates its own cocoa beans, which gives the
company an edge over others; as imported cocoa beans are expensive and also have a
different taste.
OUTLOOK

5. For the company, the thrust areas in the future would be the introduction of IT
enabled services, new product launches, increasing the chain of distribution outlets and
asset modernisation. The business in which Cadbury operates might continue to witness
intense competition, especially in the premium segment due to the entry of large foreign
players and the permission by the government to import chocolates under the Open
General License (OGL).
Even though the turnover of the company’s chocolate & confectionery businesses
is expected to show a moderate growth, a marginal drop in the contribution of these
businesses to the company’s overall revenues is likely over the medium term period due to
higher growth in the malted foods business. Especially, in case of the brown-coloured,
malted beverage like Bournvita, the realisations are expected to increase moderately in the
future.

6. ORGANISATIONAL CHART FOR THE SALES TEAM
B R A N C H M A N A G E R
B R A N C H S A LE S M A N A G E R
A R E A S A LE S M A N A G E R S
F IE L D S A L E S S U P E R V IS O R S
S E N IO R S A L E S O F F IC E R
S A L E S O F F IC E R S
P IL O T S
R E T A IL D IS T R IB U T IO N S A L E S M A N A G E R S
The Delhi branch looks after the Northern India (Delhi Metro, Punjab, Haryana,
Rajasthan, UP-East/West)

7. INTRODUCTION
Bournvita is one of the major brand of Cadbury India Limited holding the 2nd
position in its sector (Malted Beverages) with a market share of 12% by volume and 11%
by value. Traditionally it has been positioned as a Healthy and Tasty milk additive for the
younger generation. With such a positioning it has garnered a good market share for itself.
Malted beverages can be segmented as:
1. White beverages
2. Brown beverages
White beverages account for65% of the total health beverage segment whereas the
share of brown beverages is 35%.
White beverages: Horlicks, Viva (Smithkline Beecham), Complan (Heinz)
Brown beverages: Bournvita (Cadbury), Boost (Smithkline Beecham), Milo
(Nestle), Maltova (Smithkline Beecham )
Traditionally positioned as milk substitutes/additives, malted beverages had a
strong market in the milk deficit southern and eastern regions of India. Demand for white
drinks declined in the 1980s when Operation Flood undertaken by National Dairy
Development Board, made milk available in all parts of the country. With a view to revive
demand for the brands, malted foods were repositioned as strength and energy drinks with
a nutritional thrust.
Advertisement and positioning play a major role in initiating new brand trials or
switches. Most health drinks earlier focused on children as the target segment, but
gradually the positioning has been extended to health drinks for the entire family. Players
such as Smithkline Consumer, Cadbury and Heinz have targeted different consumer

8. segments such as Junior brands for infants, separate formulations for expecting mothers,
extra protein enriched variants positioned on health benefit, etc.
To extend the success story of Bournvita, Cadbury is trying to increase its volumes
by going into the market the other way round where it would also sell the product
indirectly as a raw material for the vending machines. It has ventured into the business of
installing vending machines for beverages at corporate offices, fast-food outlets,
entertainment centres, cafetarias, canteens etc. By this the company is also eyeing the
market share of its arch-rival Nestle, which is already a dominant player in the vending
business.
To offer more variety to the consumers Cadbury has also added another beverage
to its vending machines - CHOCOLAIT (Hot chocolate drink having the luxurious taste of
Dairy Milk - the flagship brand of Cadbury).

9. CADBURY VENDING STORY
CONCEPT
Bournvita is one of the major brand of Cadbury. It is also a leading brand in its
category of Malted Beverages with a market share of 12% (by volume) and is at the 2nd
spot just after Smithkline Beecham’s Horlicks. It is directly sold to the customers as a
healthy drink.
Cadbury has launched the hot beverage vending machines which will offer
Bournvita as one of the product. The company has ventured into this business to give
leverage to the turnover of Bournvita. The companies which are already in the vending
business are Nestle (Nescafe coffee and tea), Hindustan Lever Limited (Bru-Instant
Coffee) and TATA Tea (TATA-Tetley tea).
In the vending business the machines are generally installed at public places such as
Restaurants, Cafes, Railway platforms, Airports, Entertainment Centres, Cinema halls,
offices etc. The main idea behind this is to increase the turnover of the product by making
the people to buy it as a raw material for the vending machines. This way through indirect
selling the company can increase its market share.

10. PRODUCTS
The two beverages offered by the vending machine of Cadbury are :
♦ BOURNVITA
♦ CHOCOLAIT
BOURNVITA - Bournvita is primarily positioned as a healthy beverage. It is
enriched with RDA balanced formula provides complete nutrition, keeping a person fresh
and energetic throughout the day. A cup of Bournvita served by the vending machine is
the perfect balance between Total Health and Rich Taste, served HOT.
CHOCOLAIT - The Chocolait is added for the pure chocolate lovers who can
now savour the delicious taste of Cadbury’s chocolate. It has a rich luxurious taste of
Cadbury Dairy Milk in a cup, served HOT.
Both the above drinks are healthy and tasty drinks with no side effects of
addiction, craving for caffeine etc.

11. VENDING MACHINE
The vending machine installed by Cadbury is procured from KRISHMAK India
Ltd., Bangalore, which is one of the leading names involved in the manufacturing of all
types of vending machines. The machine is a digital machine with LCD display, compactly
designed, easy to operate, that can fit anywhere and requires no operator. It is designed to
dispense a cup of hot beverage at the touch of a button. Hence it relieves the person from
the bindings of office and canteen timings and gets him a cup of delicious drink without
the hassles of stirring, boiling and even adding sugar and milk.
To ensure high hygienic standards, the machine has a foodgrade water tank,
disposable cups and provision of cleaning mixing bowls and tubs automatically.
Technical Specifications -
DIMENSIONS( in mm.) - 430*415*580
WEIGHT - 30 KG
WATER TANK - 5 LITRES
PREMIX CAPACITY - 1.2 kgs. of each premix.
NO. OF SELECTIONS - TWO
DISPENSING RATE - 8-10 CUPS / MIN
INITIAL STARTUP TIME - 10 MINS.
POWER SUPPLY - 230 V/AC
MAXIMUM LOAD - 2.2 KW
POWER CONSUMP. - 0.9 UNITS/HR ( AT PEAK OUTPUT)
COST - Rs. 16,400/-
In addition to these it has option of vending half cups of each drink.
PRICE

12. Premix Costing -
ELEMENT BOURNVITA CHOCOLAIT
Purchase price/kg.(Rs.) 187 192
Cups per kg. 50 63
Grams per cup of premix 20 16
Water 110 ml 110 ml
Premix Cost/cup (Rs.) 3.74 3.04
Cost of paper cup(optional) 0.85 0.85
Cost of Vending Machine and rentals -
Though the cost of the machine is Rs.16,400/-, the vending machine is installed at
the corporate offices absolutely free of cost. The company will just have to pay the rentals
for operating the machine at Rs. 1000/- per month.

13. MARKETING STRATEGY
The company is a new player in the hot beverage vending business, hence it needs
to offer some concessions to the companies in order to penetrate into the market. The
following points should be mentioned to describe the policy adopted by the company -
1) The company is not itself involved in the purchasing and installing of the
machines. Rather the machine is purchased and installed by the authorised
distributors of the company. The marketing of the machines at the
corporate offices is look after by the company.
2) Similarly, the premixes are also sold to the customers through the distributors.
Hence, the distributor will purchase the machine and will invoice the
premixes to the customer.
3) In order to ensure that the distributors get a proper return, the company installs
the machines in only those offices where the consumption is expected to be
more than 50 cups per day (both the drinks combined).
4) For the first 20 machines installed at the offices, on a promotional basis, the
rental fees of Rs.1000 per month has been waived off.
5) The company shall also run first 100 cups of Bournvita and Chocolait each as a
free sample at the offices to promote awareness in the employees.
6) Prompt service and delivery of premix will be provided at the site.

14. ABOUT THE MARKET LEADER - NESTLE INDIA LIMITED
VENDING MACHINE USED - AUTOVEND
DIMENSIONS( in mm.) - 435*420*575
WEIGHT - 28 KG
WATER TANK - 5 LITRES
PREMIX CAPACITY -
COFFEE 1.4 KG ( 120 DRINKS)
TEA 1.4 KG (140 DRINKS)
NO. OF SELECTIONS - TWO
DISPENSING RATE - 8-10 CUPS / MIN
INITIAL STARTUP TIME - 6 MINS.
POWER SUPPLY - 230 V/AC
MAXIMUM LOAD - 2.2 KW
COST - RS. 17,000/-
COSTING OF PREMIXES
TEA
COST /KG - RS. 88/-
NO. OF CUPS/KG - 90-100
COST/CUP - RS. 0.88 - 0.97
COFFEE
COST/KG - RS.160/-
NO. OF CUPS - 70-80
COST/CUP - RS. 2 - 2.28

15. LIMITATIONS OF THE PROJECT
♦ HALF-HEARTED APPROACH -
The project of installation of vending machines by the company was a half-hearted
project. It was not seen as a full fledged part of the business. Hence there were very
limited resources allotted for the sake of the project.
♦ MONOPOLY OF NESTLE -
Nestle India Limited has almost a monopolistic presence in the market. They are in this
business much before Cadbury entered into it. At those Corporate offices which have a
vending machine, about 95% of the time it had to be of Nestle’s. Hence the entry
barrier in this business is very high.
♦ POSITIONING OF THE PRODUCT -
The main beverage under consideration is Bournvita. It is positioned in the market as a
health beverage, specially for growing kids. Hence, this positioning was not relevant to
achieve the objective of the project.
♦ LOW LEVEL OF CONFIDENCE -
Due to the absence of any potential USP in the product, the confidence level of
the person in charge was quite low. They were very sceptical about installing the
vending machines in somewhat less-potential offices.
♦ LACK IN COMMUNICATION WITH THE PERSON IN CHARGE -
We were supposed to report to the Market Development Manager who was in charge
of this project. But he looked after so many other units such as NCDs ( New Channel
Development ) etc. that there was not enough communication with him.
♦ POOR PLANNING RIGHT FROM THE BEGINNING -
Due to the lack in communication with the person in charge and other trainees
involved in the same project, the project took off in a very haphazard manner. Due to

16. this proper allotment of areas was not done, which resulted in repetitions of calls at the
same offices. This all gave rise to unhealthy competition between the trainees.
♦ POTENTIAL AREAS WERE NOT ALLOTTED -
We were only told to work within the geographical boundaries of Delhi. Due to this
the major potential area like Noida, Gurgaon and Faridabad were ignored. These three
cities are homes to large corporate offices and MNCs.
♦ INEFFICIENT DISTRIBUTOR -
Whatever money was involved in the purchasing the machines and sale of premixes
was that of the distributor. The distributor appointed by the company didn’t have
enough sources to purchase the machines which can be timely supplied to the
customer when they wanted. The distributor was willing to purchase the machine only
when there was a potential confirmed order. The purchase and arrival of machine takes
at least 10-12 days. Due to this we were not able to carry out sampling an
demonstrations at various offices.
♦ WRONG TIMING OF THE PROJECT -
This project was carried out in a full-fledged manner when the mercury in the capital
was recording temperatures of more than 41-42 °C. When we used to tell the
Administrator about the hot beverage vending machine, their response was very
gloomy right from the beginning. At most of the places we got to hear that they won’t
be able to provide the minimum consumption level in such climatic conditions.
♦ ECONOMIC RECESSION -
The ongoing recession faced by the business is also one of the reasons due to which
there were few takers for the machine. Most of the companies were facing a decline in
their net profits and were resorting to stringent cost-cutting measures.

17. RECOMMENDATIONS
♦ TAKE IT UP AS A FULL-FLEDGED PROJECT -
The project of installation of vending machines by the company should be taken a full-
fledged project as there is immense potential in the business.. Hence adequate sources
should be allotted for making the project successful.
♦ LOOSEN THE CONDITIONS -
As the entry barriers are too tall due to monopolistic presence of Nestle the company
should loosen the conditions. The minimum consumption level should be brought
down to 25-30 cups in the beginning and after the company get enough market
presence, it should raise the limits.
♦ TARGET AT THE YOUNGER GENERATION -
As Bournvita is positioned in the market as a health beverage, specially for growing
people the company should target at those offices where there are more of younger
staff. The younger generation is moving away from the addiction of tea and hence
Bournvita can serve as a very healthy alternative.
♦ REGULAR MEETINGS WITH THE INCHARGE -
Regular meetings and feedback sessions should be called with the incharge so
that he can he can solve the problems in time and can arrange for the resources as and
when required.
♦ PROCURE EXTENDED VERSION OF THE MACHINES -
Some of the offices have the policy of providing only a couple of cups of tea to their
employees. Any additional facility comes at a cost. Hence Cadbury should also try to
procure such machines in which there is a provision of getting the beverage only on
the insertion of some token or coins.

18. ♦ PROPER ALLOTMENT OF AREAS AMONG THE SALES PERSONS -
All the areas which are being targeted should be properly divided among all the sales
persons. Then they should be given the targets to increase accountability. In this way
the work would be done in a systematic manner and no areas are left out due to
confusion.
♦ MOVE TO POTENTIAL CITIES -
The company should also allow the sales persons to move into cities such as Noida,
Gurgaon and Faridabad which are homes to large corporate offices and MNCs. Such
offices generally have a young, energetic, health-conscious staff who look for better
alternatives for tea and coffee to get rid of their addiction.
♦ APPOINT A NEW DISTRIBUTOR -
The company should also appoint a new distributor for this project or give this project
to a more potential distributor, who can afford to hold enough inventory of machines
and the premixes. This is very important because ultimately main purpose of all the
marketing efforts is to increase the turnover through the distributors.
♦ RE-LAUNCH IT AT A PROPER TIME -
The project should have been launched just before the start of the monsoons when the
temperature goes down and the consumption of hot beverages go up. Thus the
company should re-launch the project in the month of July-August.
♦ RE-CALIBERATE THE MACHINE -
The cost per cup of the machine is slightly higher than that of tea and coffee due to
more quantity per cup and Bournvita and Drinking Chocolate being premium category
products.

21. HINDUSTAN TIMES BUILDING
CONNAUGHT PLACE
I visited Hindustan Times office and met Mr. Tripathi who takes care of the Cafeteria. He
directed me to Mr. Singh who has the contract of the Cafeteria for the entire Hindustan
Times office. Mr. Singh was happy with his own stuff in the Cafeteria and was not
interested in making space for any additional thing. He has his own mindset that people
only look for lunch and bread-pakora or samosa in the Cafeteria and chocolates was a kid
dish thing to keep, but when I visited him again I was able to change his mind for
chocolates.
The next time I visited Mr. Singh I was able to take the order but the non
availability of the visi-coolers again stopped Mr. Singh to give the order.

22. ORIENT CRAFT
NOIDA SECT-57
I visited Orient Craft which is the No.1 Export House, as the work is done 24 hours so the
chocolates can really help the employees to reduce their stress, but out their the female
strength didn’t exist and all the work force was the labour which can not afford a
chocolate everyday. Another thing that there is no pantry for the employees only a kitchen
from where the boy serves the tea, that also only to the superiors.
I met
Mr. Vineet Sharma ( Sr. Merchandiser ) I gave him the idea of sending chocolates to their

23. clients, and taking Bournvita in the office for energy as a health drink in place of a cold
drink.Though he didn’t placed an order at the very moment but did show the interest and
promised to starty with it, the next month.
ORION DIALOG
EAST OF KAILSH
I visited Orion Dialog a leading domestic call centre with all the youngsters working day
and night. I met Ms. Shikha, the senior HR in the organization and gave her the
presentation of the entire idea of keeping chocolates in the pantry. Although it was a very

24. small one but chocolates did not require a large space, and serving Bournvita to the
employees who are working in the night as a health drink as an incentive in kind to
motivate the employees. Ms.Shikha was quite convinced about the idea so she asked me
to take an appointment later and meet her again, as she would consult with the directors.
I met her again then she asked me to take an appointment directly with the
director, which I did and got an appointment with Ms.Tina Sapra, I gave her the
presentation and she was quite impressed by the idea and agreed to take chocolates for the
pantry and small training program’s which they have often. Ms. Tina Sapra agrees to take
chocolates for the Cafeteria when they shift their organization to a bigger area.

25. PEC LTD.
CONNAUGHT PLACE
I visited PEC ltd. and met Mr. S.S.Negi ( Dy.Mgr ), he gave me a blunt answer that they
don’t have any pantry and no trend of chocolates in the office as chocolates have calories
and are very sweet and not for a diabetic patient. I requested him to take out some time
and have a look at my presentation, he permitted me to do the same and soon after the
presentation, he went to meet his boss. He came back after ten minutes with a positive
reply and placed an order to be delivered as soon as possible.

26. JAYPEE VASANT CONTINENTAL
VASANT VIHAR
I visited five star hotel Jaypee Vasant Continental and met Mr. Rakesh Dua (Purchase)
who was very good to me, although they were not keeping Cadbury chocolates in their
hotel, as I gave him the reasons to keep Cadbury in place of Nestle he took the proposal
from me and asked me to come later with an appointment. When I visited the next time he
made me meet Mr. Pramod Gupta (V.P materials) whom I gave the presentation of
Cadburys and he asked me to call back later.
When I called up Mr. Pramod Gupta he gave me the order of drinking chocolate at that
very moment, but it was something really bad that our distributor could not supply it in the
evening, he supplied it in the morning. Mr. Pramod Gupta was interested in keeping
Cadbury chocolates in the mini bars as well but after getting the proposal passed by the
management.

27. COMPARE INFOBASE
JANAKPURI
I visited Compare InfoBase in Janakpuri and met Ms. Smriti Vashisht ( Dy. Mgr.)finance.
She was quite amazed why a chocolate company executive has taken up an appointment
with her. As I met her, I gave her my presentation of the entire idea of chocolates which I
had in my mind. According to me, she was quite impressed by the idea but she never
showed any sign of interest and asked me to call up later. When I called up later she gave
me an appointment and asked me to meet her, in the meeting she cleared few of her
doubts and then finally was ready to take Cadbury chocolates for the office as well as for
the gifts, which they give to their clients.