CADBURY INDIA Presented by : DEEPAK V. DODDAMANI MMS (Marketing), Roll no:11 B.V.I.M.S.R. Navi Mumbai
Introduction to the project OBJECTIVES OF THE STUDY
To understand the Indian confectionary market
To understand Cadbury’s share in Indian confectionary market.
To analyze the strength of Cadbury in the chocolate segment.
To analyze & understand the reasons of loyalty of customer towards the brand Cadbury.
Confectionary Market in India Indian confectionary industry: Chocolates Hard boiled candies Éclairs and toffees Chewing gums Lollipops Bubble gums Mints and lozenges Total confectionary mkt: Rs.41 bn Total Vol. turnover : 2,23,500 tpa Consumption: Urban :73% & Rural : 27%
Kraft Food Inc. Company Profile
World’s no.2 company in Food products like snacks, confectionaries, and quick meals
- Primary data : Questionnaire & Interview - Secondary data: Internet, Journals etc.
Research instrument : Questionnaire
Data Interpretation & Analysis
ANALYSIS 1) Aware of Cadbury? 2) Source of awareness?
ANALYSIS 3) Which Cadbury chocolate do you purchase the most?
ANALYSIS 4) Other than cadbury? 5) Which pack size?
analysis 6) How frequently do you purchase Cadbury chocolates?
ANALYSIS 7) Impulse purchase ? 8) Availability?
ANALYSIS 9) Which of the factors affect your purchase?
analysis 10) How important are the factors ?
analysis 11) Will you stop buying Cadbury, if new brand appears in Market?
FINDINGS synonym for the word chocolates. Cadbury dairy milk (CDM) is flagship brand aiming to replace traditional gifting options like Mithais and dry-fruits All occasion item & targeted towards whole family Medium size is preferred. Small size packs targeted for rural market Brand loyalty towards Cadbury is very high Brand name, quality & flavor are most important factors
RECOMMENDATIONS Cadbury should bring out new products for health conscious people It should continue to promote itself as substitute to mithai Choco-biscuits should be introduced Should use Indian ads and avoid global ads in India Should consider attractive display or its own ‘Chocolate boutique’ (retail store). Special chocolates for Christmas should be introduced e.g. rum, champagne flavored New flavors like strawberry,orange,vanilla etc.
conclusion There is an immense scope for chocolate industry in India Indian chocolate industry is unique mix with extreme consumption patterns, attitudes, beliefs, income level and spending Understanding consumer preferences and demands is the key to growth Pricing, quality , flavors and pack size are some of the important factors Economical distribution using proper supply chain management is necessity Brand loyalty should be maintained