SIP on CADBURY

1
“AN ANALYSIS OF BRAND
POSITIONING OF
CADBURY INDIA LTD.”

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“A PROJECT REPORT”
ON
AN ANALYSIS ON BRAND POSITIONING OF
CADBURY INDIA LTD
Submitted by
VESHANK KAMLE
ROLL NO- 33918017102
Under the supervision of
Mr. Sandeep Jashwant (HOD)
Shri Shankaracharya Mahavidyalaya Junwani Bhilai
Department of Management
BBA - Sixth Semester
HEMCHAND YADAV VISHVAVIDHYALAYA,
DURG UNIVERSITY
BHILAI
Session 2020-21

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DECLARATION
I am Veshank Kamle here by declared that project entitled
“AN ANALYSIS OF BRAND POSITIONING OF CADBURY INDIA LIMITED”
Management submitted to “Hemchand Yadav Vishwavidyalaya, Durg” in partial
fulfilment of requirement for the degree of Bachelor of Business Administration under
the guidance of Professor Mr. Sandeep Jaswant
Veshank Kamle
ROLL NO- 33918017102
BBA - 6th Semester
Shri Shankaracharya Mahavidyalaya, Junwani Bhilai

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ACKNOWLEDGMENT
I sincere than providing me with adequate knowledge to take on this multiplex but
interesting task.
I am grateful towards the management of Shri Shankaracharya Mahavidyalaya for
providing me this opportunity to carry out analysis of one of its ambitious projects. I
would give my sincere thanks to Professor Mr. Sandeep Jaswant, who have been
extremely helpful and co- operative to share with me information and time which I
gratitude and sincere thanks to Dr. Raksha Singh Mam (PRINCIPAL) for this kind co-
operation and help during this progress of the project.
I also pay my appreciation and sincere to my classmates and friends in developing
project and to people who have willingly helped me out with their abilities.
Thank You
Veshank Kamle
Roll No- 33918017102

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CERTIFICATE
This is to certify that, Mr. Veshank Kamle, a student of Under Graduate Degree in BBA
(2018- 2021), Shri Shankaracharya Mahavidyalaya, Junwani Bhilai has worked under
the able guidance and supervision of professor Mr. Sandeep Jaswant has successfully
completed the project report on the topic of AN ANALYSIS OF BRAND POSITIONING
OF CADBURY INDIA LIMITED.
The performance of the candidate during the project research and analysis is sincere
and dedicated.
Name & Signature of Internal Examiner Name & Signature of External Examiner

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PREFACE
Itisgreatopportunity formetohavetheundergraduatedegreeprogramof“BACHELOR
OF BUSINESS ADMINISTRATION” from “SHRI SHANKARACHARYA MAHAVIDHYALAYA”.
Inthe
accomplishment of this degree. I am submitting a project report on ““AN ANALYSIS
OF BRAND POSITIONING of CADBURY INDIA LTD.”. Subject to the limitations of time
efforts and resources every possible attempt has been made to study the problem
deeply. The whole project is measured through the questionnaire, the data further
analysed and interpreted and the result was obtained.

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CONTENT
S.NO Topic Page no.
1. Declaration 3
2. Acknowledgment 4
3. Certificate 5
4. Preface 6
5. Chapter – 1
• Introduction
• Objective
of Study
• Scope of Study
• Managerial
usefulness
of Study
9-11
6. Chapter – 2
• About the
Industry
Profile
• Mission
Statemen
t
• Competitors
situation and
SWOT
Analysis
• Marketin
g
Objective
• Marketin
g
Strategy
• Inside
Cadbury
Industry
12-18
7. Chapter – 3
• About Company
• History
of
Compan
y
• Studying
19-25

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Variants
of
Cadbury
8. Chapter – 4
Brand and
Brand
Positioning
• What is Brand?
26-28

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• What is
Branding
?
• What is
Brand
Positioning?
9. Chapter – 5
• Significance
of Cadbury
• Vision
of
Cadbur
y
• Challenges
of
Organisatio
n
• Marketin
g
Approach
• Brand
Advertisemen
t
• Distributio
n Strategy
• Brand equity
in Marketing
Strategy of
Cadbury
29-35
10. Chapter – 6
Literature Review
36
11. Chapter – 7
Research
Methodology
37-38
12. Chapter – 8
Data Analysis
and
Interpretation
39-48
13. Chapter – 9
Limitations of Study
49
14. Chapter – 10
Suggestions
50
15. Chapter – 11
Conclusion
51

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16. Bibliography 52
17. Questionnaire 53-54

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CHAPTER -1
INTRODUCTION
Introduction towards Project Report:
This project discusses the " AN ANALYSIS OF BRAND POSITIONING of CADBURY INDIA
LTD.". The project will help in understanding the brand positioning of different variants
produced and marketed by Cadbury India limited.
Cadbury India Limited is a subsidiary of Krafts Group, is the second largest
confectionery brand in the world after Mars. Cadbury is internationally headquartered
in Uxbridge, west London, and operates in more than 50 countries worldwide. It is
known for its Dairy Milk chocolate, the Creme Egg and Roses selection box, and many
other confectionery products. One of the best-known British brands, in 2013 The Daily
Telegraph named Cadbury among Britain's most successful exports. Cadbury was
established in Birmingham, England in 1824, by John Cadbury who sold tea, coffee and
drinking chocolate.
Two pillars - strong brand equity and a wide distribution network, characterize the
fast- moving consumer goods business. Brand equities are built over a period of time by
technological innovations, consistent high quality, aggressive advertisement and
marketing. Availability near the consumer through a wide distribution network is
another crucial success factor, as products are of small value, frequently purchased daily
use items. Cadbury is strong on both these fronts with its own brands.
Competitive Position: Cadbury is the market leader in the Chocolate and Biscuit
industry. Nestle is a close competitor in chocolates and has been slowly gaining ground
in Biscuits too. The other significant competitor in is Amul. Despite being the native
brand in this segment, has been unable to achieve a critical mass in India due to limited
counter approach. In biscuit and Cookies segment, Cadbury has emerged as a strong
player, giving stiff competition to the market leaders Parle & Britannia.

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OBJECTIVE OF STUDY
➢ To see the awareness level of the consumer in references to Chocolate market.
➢ To find out brand and colour and variant preference among surveyed consumer.
➢ 3. What are the additional features required their brand and their loyalty.
➢ 4. To know the reason for a switch over from one brand to another.
➢ 5. To study the influence of various sources of information on consumers buying
behaviour.
SCOPE OF THE STUDY
1. Marketing research has its importance not only for consumers market but
also it surveys effectively to the producer of goods and services. The use of
marketing research in consumer market may be explained on the basis of
following services rendered by it.
2. It ascertains the position of a company in specified Industry.
3. It indicates the present, future trend of Industry and point out how the company’s
affairs are being turned up.
4. It helps in development and introduction of new produce.

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MANAGERIAL USEFULNESS OF THE STUDY
1. Cadbury has begun recruiting management graduates in India to serve its global
operations.
2. Factors for success: extensive distribution network, strong brands, customization to
Indian market.
3. For Cadbury, India is: huge potential market, source of managerial talent.
4. Future plans, India: To explore larger portfolio or growth. To look for
opportunities in SAARC region.

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CHAPTER – 2
ABOUT THE INDUSTY PROFILE
CONFECTIONERY INDUSTRY OF CADBURY
Cadbury is a leading global confectionery company with an outstanding portfolio of
chocolate, gum and candy brands. The company employs around 50,000 people and has
direct operations over 60 countries, selling their products in almost every country
around world. The company creates brands people love, brands like Cadbury, Trident
and halls. The company heritage starts back in 1824 when John Cadbury opened shop in
Birmingham selling coca and chocolates. Since the Cadbury have expanded the business
throughout the world by a program of organic and acquisition leg growth. On 7th
May2008, THE separation of Cadbury confectionery and Americas Beverages business
was completed cresting Cadbury plc with a vision to be the worlds Biggest and Best
confectionerycompany.
MISSION STATEMENT
“Cadbury means quality” this is the company promise. The company reputation is built
upon quality; the company commitment to continuous improvement will ensure that the
company promise is delivered. Cadbury has established itself as a company of fairness
and integrity, which always attempts to operate as a socially responsible business.
Performance
Cadbury is passionate about winning. The company competes in a tough but fair way.
The company is striving, hardworking and makes the most of the abilities. The
company is prepared to take risks and act with speed.
Quality
Cadbury put quality and safety at the heart of all of the activities such as product, people,
partnerships and performance.
Respect
Cadbury genuinely care for the business and the colleagues which like listen, understand
and respond. The company is open, friendly and welcoming. The company embraces
new ideas and diverse customs and cultures.

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Integrity
Cadbury always strive to do the right thing. The company does the business with honesty;
openness and being straight forward characterize the way.
Responsibility
Cadbury take accountability for the social, economic and environmental impact. In this
way the company aims to make the business, partners and communities better for the
future.
Cadbury Business Principles are the code of conduct of the company and also take
account of global and local cultural and legal standards. They confirm the company
commitment to the highest standards of ethics and business conduct. The core purpose
of the company is creating brands people love. The core purpose captures the spirit of
what the company is trying to achieve as a business.
Market Share
By participant, the market is relatively fragmented, with the five largest confectionery
companies accounting for around 40% of the market. There are a large number of
companies which participate in the markets only a regional or local basis. Cadbury
compete against multinational, regional and national companies.
The graph shows that Cadbury is the second highest of the total confectionery in the
market share. Halls is the largest brands in candy of Cadbury. Cadbury have number one
and number two confectionery market position in 20 of the world’s 50 largest
confectionerymarketsby retail sales value.
Financial statement
The graph shows the financial situation of Cadbury from 2006 to 2009. As we can see in
the graph, the revenue is reached 5975 million is year 2009 which is slightly increase
about 5% from year 2008. In operating income, year 2009 is the highest compare to
previous year which is 507 million. Last but not least, year 2009 having 9% of the
operating margin which is slightly increase from year 2008. As a conclusion, in year
2009, the performance is pretty well comparing to the previous year due to there a
keep increases since year 2006 to 2009.
Political
Thepoliticaldealswithgovernmentinfluence.ThemainlawsthatwillaffectCadbury’sare
the consumer protection law. These are the laws and the recent changes in food
labelling. The food labelling shouldn’t be too influence as Cadbury’s has label all their
goods properly to begin with. Change in manufacturing law will also greatly influence
Cadbury’s as the company may have to change the way to product the cereal. This
could lead to the introduction of new mechanical equipment being required or more
thorough checks on the current equipment. If new equipment is required if could prove
to be very expensive. The WeightandMeasuresAct,thisactshouldnotaffectCadbury’s
since thecompany have all the equipment and scales used should already be at that of
the highest standard. The Trade Description Act, this again should not affect Cadbury’s

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duetoallthelabellingontheproducts

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should be correct and thorough giving all the ingredients. The Sale of Good Act, these
state that Cadbury’s should not mislead the consumer. These are currently threeconditions.
If the government was to introduce a few more it could prove to affect Cadbury’s.
ECONOMIC
The state of the economy is the main factor. It the country was to go into recession the
consumer spending would also drop due to the unemployment. The recession would
bring down the sales of a lot of goods mainly the expensive things, which are not
necessity. The current economy is well. The interest rates are low and consumer
spending is very high. Other economic factor that could affect Cadbury’s launching a
product would be a rise in inflation. This is a rise in price over time.
Social
If the population sizedecreased then Cadbury’s be less people to buy the products therefore
less profit. · If peoples lifestyles changed. For example, nowadays more people wanting
to get fit and lose weight, then they will stop eating chocolate and spend their money on
gym memberships and others. This means that Cadburys profits will decrease.
Technological
An increase in capital expenditure will affect Cadbury’s. For example, more up to date
equipment would mean that the goods where produced quicker and cheaper but would
also result in job losses. In research and development, keep developing new products to
keep up with competition and customer needs.
Legal
More legislation in place to make sure that the workplace is safe and the worker is
better protected. Expensive costs to Cadburys to implement.
Environment
Cadbury launched a corporate social responsibility Web site called DearCadbury.com,
which provides consumers information on ethical sourcing, responsible consumption
and the environment. The site features Cadbury’s 2007/08 Corporate Responsibility
and Sustainability report, which revealed that the company has reduced carbon
emissions almost 4 % to date; Cadbury is aiming for a 10 % reduction by 2010. As part of
Cadbury’s “Purple Goes Green” program, the company committed to a 50 % absolute
reduction in carbon emissions by 2020. Cadbury also reported that it has met its 2007
goal of reducing water use by 10 %

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Competitor’s situation and SWOT analysis
Cadbury’s major competitors are Nestle, Britannia, Nestle, Parle and others. They are
competing directly with Cadbury. Nestle is one of the Cadbury’s main competitor in the
market.
Nestle is one of the world’s largest food manufacturer, Nestlé’s headquarters in Switzerland
and based in 200 countries worldwide. It is renowned as the world’s leading nutrition
and health-based company. Nestle grows is product line through innovation as well as
renovation and maintains a balance on its geo-environmental activities and product
lines. They have 253,000 employees around the world.
Cadbury’s SWOT
Strengths
The largest global confectionery supplier, with 9.9% of global market
share. High financial strength
Strong manufacturing competence, established brand name and leader in innovation.
Advantage that it is totally focused on chocolate, candy, chewing gum, unique
understanding of consumer in these segments.
Successfully grown through its acquisition strategy.
Weakness
The company is dependent on the confectionery and beverage
market. Other competitors have greater international experience.
Opportunities
Expand into new markets.
Increase share through targeted acquisitions.
Key to survival within the FMCG market is increasing efficiency and reducing
costs. Innovation Is key driver.

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Threat
Worldwide, there is an increasingly demanding cost environment, particularly for energy,
transport, packaging and sugar.
Competitive pressure from other branded
suppliers. Social changes.
Nestlé’s SWOT
Strengths
Globally recognized as one of the largest and powerful food producers, covering almost every
country.
Quality is a vital element regarding nestle products.
Strong internal growth and emphasis on innovation
internally. Powerful brand positioning in the consumers
mind.
The decentralized culture in the organization encourages employees.
Weakness
The immense diversification portfolio of the firm makes it impossible to run every division
smoothly.
Retailers do not get set high margin to increase more in
sales. Transportation as well as storage problem.
Opportunities
Invest in snacks that would further diversify its product.
Provide incentives to the retailers to increase sales
volume. Open café that would exclusively provide Nestle
products.
Middle class share in most of the economies are growing much larger.
Threats
Pollution of product should be regarded strictly.
The company has not so pretty history with the FDA.
Tough market with a tougher competitor for gaining market share.
Market is quite mature and the competitors specialize in a certain product that can hit
hard on Nestle.
In comparison of Cadbury’s SWOT and Nestlé’s SWOT,

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Market objective
Financial objective
➢ Specific
➢ Growth of revenue in UK
➢ Increase total confectionery share gain
➢ Measurable
➢ To growth 5% of revenue compare to previous years
➢ Growth in global market share and increase share in the UK by 50 bps
➢ Achievable
➢ Carry out a number of advertisements in the market and online.
➢ Realistic
➢ Timely
Produc
t
Marketing strategy
Cadbury dairy milk is made from real chocolate. The ingredients for the chocolate are
cocoa butter and there is a glass and half full cream daily milk in every 200 grams of
Cadbury daily milk chocolate. Cadbury purchase 65 million litres of fresh milk each
year to make Cadbury daily milk chocolate.
Price
Price is very important in the marketing mix. The price changed for a chocolate bar can
be affect whether a consumer will buy it and the level of sales can determine whether
or not Cadbury Schweppes will make a profit. Price is also can be affected by factors
such as the state of economy, what competitor are doing. The stage reached in product
life cycle and above all what price the market will accept. Form the marketing point of
view this is what matters.
Place
Cadbury products are produced at the chocolate factory in Bourneville in Birmingham.
After the chocolate is produced, it will go through all quality check and transported to
the stockrooms. The following, Cadbury sells the products to shops that deal with
beverage and confectionery such as convenient store, super store, petrol station, and
others. This kind of distributions can make consumer easy to find the product. Cadbury
produces chocolate for more than 200 countries so that they have a chance to enjoy it
as well and make profit. Because of this, Cadbury have a wide range of consumer
around the world.
Promotion
The purpose of promotion is to communicate directly with potential or existing
customer, in order to encourage them to purchase dairy milk and recommend it to
others. There is various ways to promote the product such as TV advertisement, banner

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on the internet, magazine and newspapers.

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CHAPTER – 3
ABOUT THE COMPANY
British Cadbury Formerly Cadbury’s & Cadbury Schweppes is a British
multinational confectionery company wholly owned by Mondelez International
(originally Kraft Foods) since 2010. It is the second largest confectionery brand in the
world after Mars Cadbury is internationally headquartered in Uxbridge, west London,
and operates in more than 50 countries worldwide. It is known for its Dairy Milk
chocolate, the Crème egg and Roses selection box, and many other confectionery
products. One of the best-known British brands, in 2013 The Daily Telegraph named
Cadbury among Britain's most successful exports.
Cadbury was established in Birmingham, England in 1824, by John Cadbury who sold
tea, coffee and drinking chocolate. Cadbury developed the business with his brother
Benjamin, followed by his sons Richard and George. George developed the Bournville
estate, a model village designed to give the company's workers improved living
conditions. Dairy Milk chocolate, introduced in 1905, used a higher proportion of milk
within the recipe compared with rival products. By 1914, the chocolate was the
company's best-selling product. Cadbury, alongside Rowntree’s and Fry were the big
three British confectionery manufacturers throughout much of the 19th and 20th
centuries.
Cadbury was granted its first Royal Warrant from Queen Victoria in 1854. It has been a
holder of a Royal Warrant from Elizabeth || since 1955. Cadbury merged with J. S. Fry &
Sons in 1919, and Schweppes in 1969, known as Cadbury Schweppes until 2008, when
the American beverage business was split as Dr. Pepper Snapple Group; the rights
ownership of the Schweppes brand had already differed between various countries
since 2006. Cadbury was a constant constituent of the FTSE100 on the London Stock
Exchange from the index's 1984 inception until the company was bought by Kraft
Foods in 2010

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HISTORY OF COMPANY
Cadbury chocolate has been an integral part of Birmingham’s heritage, dating all the
way back to the very first store in 1824. Read on as we delve in to the history of
Cadbury and those who made the company what it is today.
Humble beginnings: 1824-1897
In 1824 John Cadbury opened his first store at 93 Bull Street in Birmingham city centre,
selling tea, coffee, cocoa and drinking chocolate. Drinking chocolate was seen as a
healthier alternative to alcohol, which was deemed a negative influence on society by
fellow Quakers in 1931, John purchased a four-storey factory on Crooked Lane, which
sat between Corporation Street and the High Street. By 1842, John was selling almost
30 varieties of drinking chocolates and cocoa.
As John’s trade continued to grow, he asked his brother Benjamin for a helping hand
and Cadbury became known as Cadbury Brothers. The Cadbury brothers’ business
continued to perform admirably, and in 1947 they moved to a larger factory on Bridge
Street which had access to all major ports in Britain through a private canal port. Due to
ill health, John Cadbury retired in 1861 and passed the company on to his other
brothers, George and Richard.

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Bridge Street Works factory in central Birmingham Cadbury
Following the firm’s first major breakthrough with Cadburys’ Cocoa Essence, developments
in 1875 saw the first Cadbury Easter egg. By 1897, the brothers had also manufactured
their first milk chocolate bar.
The 1900s and the birth of Bournville
In need of a site with good rail and canal access, the Cadbury brothers subsequently
found a 14 ½ acre site in a quaint countryside village just four miles south of the city.
Purchasing the land and naming it Bournville, the site originally comprised of Bourn
brook Cottage, a stream and a pear tree – and the tree is still there to thisday.
Bythe1900s,GeorgeandRichardCadburyhadbuilttheirnewfactoryalongwitha‘model
village’fortheirworkers, withmorethan300cottages and houses withincloseproximity,
along with amenities like schools and shops. As the family were Quakers, no pubs were
built in Bournville. Alcohol was still prohibited for sale in the village until a local
newsagent was granted a licence in 2015 and ultimately ended the village’s 120-year
ban.
Notable milestones
In 1905 Cadbury first produced Dairy Milk, their most popular product of all time.
Further production included Bournville Cocoa (1906), Bournville Chocolate (1908),
Milk Tray (1915) and FLAKE (1920), before poster advertisements for Dairy Milk rolled
out in the late 1920s. Though not for Dairy Milk, the first Cadbury television advert
aired in1955 and history and ever since, Cadbury’s television adverts have been some of
the most highly regarded history

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Though Cadbury is now owned by American confectionary giant Mondelez
International, the suburb of Bournville will always be at the heart of thecompany.
To this day, Bournville remains a village steeped in its original history. The factory
remains a popular attraction and many of the structures and cottages built in the late
1800s still stand. The historic Men’s Pavillion on the factory grounds has also been
recently restored.

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STUDYING THE VARIENTS OF CADBURY
Who doesn’t love chocolates, right? Almost every part of theglobe boasts their very own
confections and sweets, but only a few brands stand out and make it to worldwide
production. And United Kingdom owns one that almost any person in the world knows
about
– Cadbury.
It was in 1824 when founder John Cadbury started the company by selling coffee, tea,
and drinking hot or cold chocolate in Birmingham city, England. Seven years after, he
shifted to the production of drinking chocolates and cocoa sold only to the high class
because of the expensive cost of manufacturing at the time.
In 1842, the Cadbury range expands as the company was already selling 16 varieties of
chocolate and 11 brands of cocoas. Five years after and as expected, Cadbury sold their
first ever chocolate bar. John Cadbury had to retire in 1861 due to health decline and
passed the company to his sons, Richard and George.
Related Other British Chocolate Brand Kit Kat Chocolate Brands
The debut of the new owners brought in the first ever milk chocolate in 1875 followed
by their first Easter eggs made out of dark chocolate. The 1900s came and Cadbury
produced their press advertisements spread all over the country. In 1905, the ever
famous and beloved Cadbury Dairy Milk was introduced.
From then on, Cadbury launched their other products including the Flakes, Twirl, Boost
Coconut, Wispa, and Old Jamaica. In 1990, Cadbury opened to worldwide mass
production. Up until now, Cadbury has not stopped the production of a million chocolate
bars per day, as supervised by their current CEO, Irene Rosenfield. In 2011, their net
income reached to a whopping £447,545,760.
The signature logo that the Cadbury uses until now was actually derived from William
Cadbury’s signature. It was then used as a worldwide logo in 1970s.
Cadbury is not only known to sell chocolate bars but also candies and mints. They
also produce bubble gums with brands like Black Jack chewing gum, Bubblicious
bubble gum, Clorets, Freshen Up Gum, Bubble bubble gum, chiclets’, Dentyne and
many more.

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t
List of Cadbury flavours, sizes and variants
Bars
• Cadbury Golden Biscuit Crunch
• Cadbury DairyMilk
• Cadbury Turkish
• CadburyBANANAARAMELCRISP
• CadburyBANANAARAMELCRISP
• Cadbury ToffeePopcorn
• Cadbury DAIM
• Cadbury Ritz
• Cadbury Bubbly Milk Chocolate
• Cadbury Fruit and Nut
• Boost Duo
• Bournville
• Bournville Old Jamaica
• Bournville Orange
• Brunch Chocolate Chip
• Brunch Peanut
• Brunch Raisin
• Dairy Milk
• Dairy Milk Big Taste Caramel Peanut Crisp
• Dairy Milk Big Taste Choco Biscuit Crunch
• Dairy Milk Big Taste Oreo Crunch
• Dairy Milk Big Taste Toffee Whole Nut
• Dairy Milk Big Taste Triple Choc Sensation
• Dairy Milk Oreo
• Dairy Milk Oreo Mint Flavour
• Dairy Milk Oreo Peanut Butter Flavour
Bags, Boxes and Rolls
• Bitsa Wispa
• Boost Bites
• Crunchie Rocks
• Éclairs Classic
• Éclairs Hazelnut Twis
• Éclairs Orange Twist
• Éclairs Velvets

2
5
Beverages
• Bournville Cocoa
• Choc Shake (Chocolate Milkshake)
• Freddo Drinking Chocolate
• Drinking Chocolate
• Highlights Bournville
• Highlights Fudge
• Highlights Milk Chocolate
• Hot Chocolate in An Instant
• Wispa Gold Hot Chocolate
• Wispa Hot Chocolate
• Oreo hot chocolate
Desserts
• Amaze Bites Chocolate Orange
• Boost Cake Bars
• Bubbles of Joy
• Caramel Cake Bars
• Caramel Choc Tarts
• Caramel Doughnuts
• Caramel Muffins
• Caramel Share the Joy Cake
• Chocolate Eclairs
• Chocolate Fresh Cream Cake
• Chocolate Muffins
• Crunchie Friday Feeling Cake
• Crunchie Choc Tarts
• Cupcakes with Crunchie
Biscuits
• Caramel Biscuits
• Chocolate Chunk Cookies
• Cookies Choc Chip
• Crunchy Melts Chocolate Centre
• Dairy Milk Biscuits
Spreads
• Caramel Spread
• Crunchie Spread
• Milk Chocolate Spread

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CHAPTER – 4
BRAND AND BRAND POSITIONING
WHAT IS BRAND?
A brand is the way a company, organization, or individual is perceived by those who
experience it. More than simply a name, term, design, or symbol, a brand is the
recognizable feeling a product or business evokes.
Brands, then, live in the mind. They live in the minds of everyone who experiences
them: employees, investors, the media, and, perhaps most importantly, customers.
Elements of a Brand
As perceptions, brands comprise a multitude of different elements. It helps to take a
look at the most important ones, as these are the purview of the next concept we’ll
explore: branding. The fundamental elements of a brand include the brand compass,
company culture, name and tagline, identity, voice and messaging, website, and brand
architecture.
Brand Compass
Brand Compass The brand compass is a summary of the most fundamental truths about
your brand. It’s the outcome of the work done in the brand strategy phase, including
research and positioning. A brand compass shows the direction your brand is headed
and why. It is made up of five parts: Purpose, Vision, Mission, Values, and Strategic
Objectives.

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WHAT IS BRANDING?
Branding is the act of shaping how a company, organization, or individual is perceived.
Customer perceptions themselves don’t go out and buy iPhones. But they are critically
important for one reason: perceptions dictate behaviour. Even perceptions that we’re
unaware of have the ability to profoundly affect how we act. Research in experimental
social psychology has shown that while we might think we’re in total control of our
actions, our behaviour is often influenced by stimuli we’re completely unaware of.
In sum, how an individual perceives a brand (consciously or unconsciously) wholly
determines how he or she will engage with that brand. The power of branding hinges a
very important truth about perceptions.
Perceptions are malleable.
Branding has the power to shape our perceptions because those perceptions are
susceptible to being shaped. They practically cry out for it. Whether we know it or not,
we are constantly searching for meaning and order in the world around us. Without it,
we’relost.Wewantour realities to make sense.
As far as our brains are concerned, there’s no practical difference between perception
and reality. What we perceive is what is real to us. This is where the real power of
branding lies. If branding can shape our perceptions, and our perceptions are our
reality, it followsthat:
Branding has the power to shape reality.
WHAT IS BRAND POSITIONING?
Defined as the space a company owns in the mind of a customer and how it
differentiates itself from competitors, brand positioning is a marketing strategy that
helps business set themselves apart. From cell phone manufacturers to online retailers
to even non-profits, brand positioning helps customers instantly recognize and connect
with a company. One of the most important factors of success is how well, and how
many, people know your brand. It’s not enough to set up a generic website and hope
people flock to it by the millions. In fact, no company is able to truly thrive in the
marketplace without an established brandposition.
HOW TO IMPROVE BRAND POSITIONING
Your brand positioning should be dynamic and fluid. This doesn’t mean you have to do a
major overhaul every year, but you do need to revisit it at least every quarter to see how
you can make it better.

28
Here are three ways to improve your brand positioning:
➢ Listentoyourcustomers:Don’tcreateyourbrandpositioninginavacuum.In
order for it to resonate with your customers, make sure you are listening to what
they have to say. Set up focus groups, send surveys, or simply talk to customers
at events and use all those insights to improve your message.
➢ Refocus your statement: Does your brand positioning try and do too much?
Have you lost sight of the one or two things that truly make you unique? If your
statement has lost its focus, get back to the basics by revisiting your initial
research (or conducting new research) to see if your statement is still effective.
➢ Createsomebuzz:Ifyou’reasmallcompanyjuststartingout,youmay not havea
large enough following to test your brand positioning. If you need more eyes on
your messaging, run some paid ads to A/B test a control statement (perhaps a
generic statement about your business) against your brand positioning
statement to see how people react.

29
CHAPTER – 5
SIGNIFICANCE OF CADBURY
In this global and competitive era all business activity needs more complex superior
and enhanced technology. In the present scenario chocolate industry has become more
consumers oriented.
Research becomes a necessary for business activity to accelerate the business in a
greater pace. Researcher shows the current position as well as strength and weakness
of an organization and product, which helps in the formation of business plan. In the
other hand opponents are waiting for us to take erroneous decision and take advantages
of the situation.
We can counter their move only through dynamic and effective tool of marketing research.
So, it was a great pleasure to contribute to the dynamic field of marketing in the
chocolate industry. The present research work on Cadbury has a significant
role for organization to evaluate its policy and enhance their position in the market. The
research work also shows the relationship between retailer-organization, retailer-
customer, organization-customer, which is as important system as nerve system in
human body.
VISION OF CADBURY INDIA
To become a performance driven and values led organization. Throughout changing
times, our constant values have inspired us to be pioneers in business and in corporate
responsibility. They help ensure we are proud of our company and are critical to our
core purpose of creating brands people love.

30
CHALLENGES OF THE ORGANINSATION
1. It is not a hidden fact the Cadbury has its own image or brand which shows the value
of money for its product. The Cadbury have a great product line and depth.
2. If we give a overall look on the all market position of Cadbury product almost all
product have a great market share in other hand all product are market leader with
their grater sales volume and high turnover. But in case of Cadbury snacks and
beverages the position of Cadbury is not satisfactory. The company has
separate distribution channel for chocolate, they are giving high priority to
confectionery products. They are providing easy replacement, high penetration, and
regular visit to retailer shop. Most importantly they are providing cool storage
equipment to their retailers and them positioning their product through heavy
advertisement campaign.
3. Recently the Cadbury Chocolate is re-lunched in market but the position remains
same which is very critical for the company. After re-lunched, the sale volume and
customer awareness about the all chocolate products remain unsatisfactory, which
create harsh situation for all organization. Company highly willing to excel in the
chocolate field there are some problem, which is adversely influence the
organization.
4. There are some problems, which is as follows: -
• Competitors position in market.
• Vast distribution channel which deals almost all product.
• Replacement
MARKETING APPROACH
Cadbury introduced a new global marketing strategy called 'Choose Cadbury'. This
strategy came about as a result of extensive research into consumer behaviours and
perception. It is a campaign that perfectly illustrates how a brand can evolve and how
different messages can be communicated without losing the core strength and brand
values that are already established.
The classic icons have played a major role in establishing the look and feel of how
Cadbury's advertisements should look through successive campaigns. These key 'look
and feel’ icons were heavily researched to ensure that the messages they impart are
always relevant to the Cadbury consumer. In depth customer research is conducted to
'test' these messages.
Research results confirmed that colours recognition of dark purple is strongly
associated with Cadbury. Its logo is readily recognized and scores a 96% recognition
level alongside other global brands such as Coca Cola and McDonalds. The glass and a
half symbol, which plays a key role in the 'Choose Cadbury' strategy, continue to
communicate the quality and superior taste of Cadbury's chocolate.

31
BRAND ADVERTISING OF CADBURY
In the early days, the brand had a huge fan following among kids. In order to build
stronger appeal among older age groups, the brand re-positioning itself thorough the
classic‘Real TasteofLife’campaignin1994.ThecampaignpositionedCadburyDairy
Milkasthechocolate that awakened the little child in every grown up and very soon,
both teenagers and adults, were hooked on to this bar of pure magic.
With the launch of Rs.5 pack in 1998, CDM became more affordable and hence more
accessible for the messes. The ensuring positioning of ‘Khanne Waalon ko khanne ka
BaEhana Chahiye’ made consumption into a joyful, social occasion.
In 2004, the ‘Kuch Meetha Ho Jaaye’ campaign was launched, seeking to increase
CDM consumption by making it synonymous with traditional sweets(mithai). With
Amitabh Bachchan as the face and voice of brand, the campaign went on to become a
huge success. People could relate to the commercials that wew aired to promote
Cadbury.
Dairy Milk. How many can forget the ‘Pappu Pass Ho Gaya’ commercial add? The
country cheered on as Pappu fell in love in the Pappu Love Test commercial. Then
came ‘Miss Palampur’ and the country celebrated the beauty contest with a difference.
The ‘Kenya’ commercial that was aired in 2008 celebrated the spirit of cricket and that
true sportsmanship. In 2009, we aired another commercial under the ‘Kuch Meetha Ho
Jaaye’ platform, called the ‘Pay Day’ commercial.
In 2010, the ‘Shubh Aarambh’ campaign was launched, drawing lines from the
traditional Indian custom of having something sweet before embarking on something
new. With ‘Shubh Aarambh’, Cadbury took the Dairy Milk journey a step further into the
hearts of its, million lovers.
Withthecurrentcampaign‘KhaaneKeBaadKuchMeethaHoJaaye’,ouraimistointroduce
the thought of having a CDM as a post dinner meetha (dessert).

32
Cadbury Dairy Milk has captured the heart of Indian consumers for over six decades,
but there wa room for a more premium entrance in the category .And enter CDM Silk.
Most CDM lovers thought that nothing could taste better, but CDM Silk came as
welcome surprise! It is creamier, smoother, and tastier. Its dome shaped cubes pack
more chocolate and hence provide a superior eat experience.
Launched in January 2010, with a tantalizing taste that tempts the taste buds, CDM Silk
delivered an exquisite chocolate eating experience in the Indian market.
The advertising highlights the joy of savouring CDM Silk and builds on its creamy and
smooth experience that instantly melts in your mouth. The brand promise was
beautifully captured by the tag line ‘Have You Felt Silk Lately?’
The campaign comprised of three commercial which showcased different protagonists
indulging and savouring Cadbury Dairy Milk Silk chocolate, with innocence and
unabashed joy, unmindful of their surroundings.
Over the years, Cadbury Dairy Milk Silk has seen innovations in line with our efforts to
enhance the chocolate eating experience. The new product has been enriched in shape
and experience to make it more appealing and to deliver smoothness and creaminess
while retaining the signature Cadbury Dairy Milk Silk taste. Premium chocolates are
expected to continue seeing good customers uptake and will turn out to be the next
horizon for the category growth in the years to come.

33
Advertisement of 2019
“The Silk Hazelnut comes with whole hazelnut from Turkey. The inclusion of whole
Hazelnut makes you pout while you devour the chocolate. So, every time girls take a
bite, she looks like she is pouting. Making the ‘Kiss me’ jingle feel like it.

34
Advertisement of 2020
Two romantic protagonists on screen indulging in the new Cadbury Dairy Milk Silk
while ballad is sung in the background is the new TVC conceptualize by Ogilvy &
Mather, featuring how Cadbury Dairy Milk Silk “feels like a lot more”. The characters
popping out while eating the chocolate, growing choir chords and visually appealing act
depict how the indulgence grows with every bite through the imaginations of central
characters.
Cadbury Dairy Milk Silk and Valentine's Day have a strong relationship going for
almost a decade. Cadbury Dairy Milk Silk has, over the years, helped many (young
and old) to communicate their true feelings to their significant other with the very
simple "Say it with Silk" approach during Valentine's Day.
Having journeyed with the consumers, making each Valentine’s Day special, it was time for
the brand to move the love game a notch up. "How far will you go for love?" was
conceived to nudge Gen Z to try and go beyond the usual and make it special for their
partner this
Valentines.Thisyear’sCadburyDairyMilkSilkValentine'sDaycampaignhasatitshearta
video along with high impact outdoors, digital and in-store promotions, etc.

35
DISTRIBUTION STRATEGIES OF CADBURY
Although Cadbury is not so extensively in FMCG, they are able to make the product
available in the extreme regions – Urban as well as rural areas but they focus more on
Urban markets due to the demand economics. Products are being made available
through the C&F to wholesaler to retailer & then to the end customer, which is
actually a 3-
tier distribution approach.
Brand equity in the Marketing strategy of Cadbury
Cadbury addresses the needs of each and every consumer, from childhood to
maturity, from impulse purchase to family treats. Cadbury designs products to
coincide with
Christmas, Easter, Valentine’s, Mother’s and Father’s Day and othercalendar landmarks.
Cadbury use marketing strategies such as the ‘Choose Cadbury’ strategy to encourage a
link between chocolate and these events ensuring there is a Cadbury chocolate product
suitable and available for every occasion. The marketing communication over the years
as well the lovely taste of Cadbury and its consistence have given a fantastic brand
equity to thebrand.
CADBURY INDIA LTD

36
RATIONAL STUDY
CHAPTER - 6
LITERATURE REVIEW
The literature review or survey section examines recent (historical significance)
research studies, company data, or industry reports that acts a basis for the proposed
study. Research related literature and related secondary data from a comprehensive,
perspective,moving to specific studies that are associated with our study.
The Literature review helps us to understand the need for proposed work to appraise
the shortcomings and/or informational gap in secondary data sources. This analysis
may go be young scrutinizing the availability or conclusion of past studies and their data,
to examine the accuracy of secondary source, the credibility of these source, and the
appropriateness
of earlier studies.
The literature review is basically a secondary data that we have gathered from websites
of Cadbury, and various other source which specified that Cadbury is top most brand of
chocolate. On the basis of this secondary data we began our research. The opinion given
by the people was totally favouring our study.
The literature review or survey section examines recent (historical significance)
research studies, company data, or industry reports that acts a basis for the proposed
study. Research related literature and related secondary data from a comprehensive,
perspective,moving to specific studies that are associated with our study.
The Literature review helps us to understand the need for proposed work to appraise
the shortcomings and/or informational gap in secondary data sources. This analysis
may go beyond scrutinizing the availability or conclusion of past studies and their data,
to examine the accuracy of secondary source, the credibility of these source, and the
appropriateness of earlier studies.
The literature review is basically a secondary data that we have gathered from
websites of Cadbury, and various other source which specified that Cadbury is top
most brand of chocolate. On the basis of this secondary data we began our research.
The opinion given by the people was totally favouring our study.

37
CHAPTER – 7
RESEARCH METHODOLOGY
Educational research is the application of the scientific and disciplined inquiry
approach the study of educational problems and the primary goal of educational
research is to explain and help understand educational issues, questions and process.
Secondary goal of educational research is to help others understand, predict future
outcomes, improve future research and practice and raise new questions to research.
Scientific and disciplined inquiry approach is distinguished by crucial steps. These are:
• Recognize and identify the questions or problem to be studied.
• Describe and execute procedures to collect information about the question
and problems being studied.
• Analyse the collected information.
Basic Research is conducted to develop and refine theory, not to solve
immediate practical problems. Applied research is conducted to find.
Types of Research-
This research is categories under an explorative research. A descriptive research
approach was used to analyse the subject using in-depth data and to describe it
from different angles.
Population
The target population for study are the minimum 50.
Sample and Sampling technique-
A sample size of respondent was drawn from the population. The questionnaire
were filled through survey.

38
Types of data-
• Primary Data
• Secondary Data
Collection of Primary data:
We collected primary data during the course of doing experiments in an
experimental research but in case we do research of the descriptive type and
performs surveys, weather sample surveys, or census survey , then we can obtain
primary data either through observation or through direct communication with
respondents in one form
Collection of secondary data:
When the research utilizes the secondary data, then he has to look into various
resources from where he can obtain them. Secondary data may be either
published data or unpublished data. Usually published data are available in
Books , Magazines and newspapers.

39
Chart Title
4
%
yes
neve
r
96
%
CHAPTER – 8
DATA ANALYSIS AND INTERPRETATION
1. Do you like to buy Branded Chocolates only?
a. Yes always b. Never
Parameters No. of Respondent Percentage
Yes 49 96.08%
Never 2 3.92%
Interpretation-
From the following survey conducted the researcher has concluded that 49 members
like to buy branded chocolates and 2 members don’t like to buy branded chocolates.

40
Chart Title
39
%
48
%
13
%
Yes No Only for quality
product
2. Do you always buy chocolates of same brand?
a. Yes b. Never
c. Only for quality product
Yes 21 38.89%
No 7 12.96%
Only for quality product 26 48.15%
Interpretation-
From the following survey conducted the researcher has concluded that 21members
buy chocolates of same brand, 7 members never buy chocolates of same brand and
26 members buy chocolates of same brand only for quality product.

41
Chart Title
12
%
9
%
21
%
58
%
Bars Biscuits Beverages
Spreads
3. Which product of Cadbury you prefer most?
a. Bars b. Biscuits
c. Beverages d. Spreads
Bars 38 57.58%
Biscuits 14 21.21%
Beverages 6 9.09%
Spreads 8 12.12%
Interpretation-
mostly prefer Bars of Cadbury , 14 members prefer Biscuits of Cadbury,6 members
prefer Beverages of Cadbury and 8 members prefer Spreads of Cadbury.

42
Chart
Title
0%
49
%
45
%
6
%
Brand Image Quality Price
Taste
4. Why do you prefer Cadbury brand?
a. Brand status b. Quality
c. Price d. Taste
Brand Image 7 9.86%
Quality 29 40.85
Price 4 5.63
Taste 31 43.66
Interpretation-
From the following survey conducted the researcher has concluded that 7 member
prefer Cadbury brand because of its Brand image, 29 member prefer Cadbury because
of its Quality, 4members prefer Cadbury because of its price and 31 members prefer
because of its Taste.

43
Chart Title
8
%
10
%
16
%
66
%
Price
Appearance
Brande
image
Quality
5. Which of the following feature of Cadbury influence your buying decisionmore?
a. Price b. Appearance
c. Brand Image d. Quality
Price 5 8.06%
Appearance 6 9.68%
Brande image 10 16.13%
Quality 41 66.13%
Interpretation-
influenced by price of Cadbury, 6 members influenced by appearance of Cadbury,10
are influenced by its brand image and 41 are influenced by Quality of Cadbury.

44
Chart Title
30
%
Yes
No
70
%
6. Will you prefer this same brand even if price rises?
a. Yes b. No
Yes 35 70.0%
No 15 30.0%
Interpretation-
prefer same brand even if price rises and 15 members not prefer the same brand if
price rises.

45
Chart Title
2%
0%
38
%
Highly
Satisfied
Satisfied
Dissatisfie
d
60% Highly
Dissatisfied
7. What is the satisfaction level of Cadbury?
a. Highly Satisfied b. Satisfied
c. Dissatisfied d. Highly Dissatisfied
Highly Satisfied 20 38.46%
Satisfied 31 59.62%
Dissatisfied 1 1.92%
Highly Dissatisfied 0 0%
Interpretation-
are highly satisfied with Cadbury,31 members are satisfied with Cadbury , 1 member
is dissatisfied and 0 members are highly dissatisfied.

46
Chart Title
21
%
32
% Dairy Milk
Dairy Milk
Silk
Bournville
Fruit and Nut
12
%
35
%
8. Which of the following Chocolate of Cadbury you prefer most?
a. Dairy Milk b. Dairy Milk Silk
c. Bournville d. Fruit and Nut
Dairy Milk 14 21.21
Dairy Milk Silk 23 34.85
Bournville 8 12.12
Fruit and Nut 21 31.82
Interpretation-
prefer Dairy Milk, 23 member prefer Dairy Milk Silk, 8 member prefer Bournville and
21 members prefer Fruit and Nut.

47
Chart Title
2%
Yes
No
98
%
9. Will you recommend Cadbury to everyone?
a. Yes b. No
Yes 49 98.0%
No 1 2.00%
Interpretation-
From the following survey conducted the researcher has concluded that 49
members wil recommend Cadbury and 1 will not recommend Cadbury.

48
Chart Title
14
%
36
%
1
2
21
% 3
4
29
%
10. Give your rating to Cadbury?
a. 2 b. 3
c. 4 d. 5
2 1 2.04%
3 4 8.16%
4 17 34.69%
5 27 55.10%
Interpretation-
From the following survey conducted the researcher has concluded that 1 member
give 2 rating to Cadbury, 4 members give 3 rating, 7 members give 4 rating and 27
members give 5 rating.

49
CHAPTER – 9
LIMITATION OF THE STUDY
The success of any research work depends on the response of the
responded. But sometimes the response is not sufficient due to these
following reasons:
1. Respondent generally have less time to respond.
2. Sometimes they are confusing in their own resource due to lack ofknowledge.
3. Their attitude towards people representing a company.
4. The time constant faced in the project margin have affected the
comprehensive of its findings.
5. The internet information is irrelevant.

50
CHAPTER – 10
SUGGESTIONS
The following are some of the suggestions prepared for Cadbury:
1. Chocolate should be available everywhere.
2. They should introduce calorie free or low-calorie chocolate.
3. They should provide packs of all sizes so that it can be afforded by anyone.
4. The chocolate should have attractive packaging.
5. The chocolate should be energizing and healthy to eat.
6. Provide different taste of chocolates. Inform about the ingredients on back
of all packs. They should make absolutely vegetarian chocolates.
7. Price should be kept low even when the chocolate is successful. It should be
able to replace snack if consumed i.e. heavy when eaten.

51
CHAPTER – 11
CONCLUTION
It is concluded that Cadbury India Ltd. is providing the best quality products as per the
needs of the consumers. They should take care of the Indian customs by providing pure
vegetarian products. At present CIL striving for international quality in their products
andprocesses.
As per price of the product should be kept low as compared to its competitors, the
product should be purchasable by all i.e. even a middleclass family people can buy it.
They should provide value for the money paid for the product. Initially they should cut
on profits and keep prices low.
As per packaging of the product should be very attractive, by looking at the packet
consumer should be tempted to buy it. The product should also be available in various
sizes. The product package should create an image in the minds of the people like
purple colour for Cadburys.
As per promotion campaign, which would take care of exhibitions, and sponsorship on
television program’s and festivals and fairs, as a promotional tool they should distribute free
sample among people. This can be mainly done outside schools and colleges areas
where they mainly find young people on whom the product is mainly aimed.
As per growth of their market share through aggressive product development, focusing
on cost competitiveness and productivity in their operations and innovative utilization
of our assets, investing to develop our people.
As per encourage its customers to give their feedback regarding the product. On the
wrapper of the product the company suggests the customer to contact them either by
mail or phone in case the consumers are dissatisfied with the product.
Due to its brand value company should win the hearts of consumer and thus enjoys
word of mouth influencei.e. personnel communication-one consumeracts
as the other consumer’s buying guide and advices him to
buy the product. Non-personnel communication is media that carries
message without personal contact with the consumer. Major media consists of print
media, and display media, and broadcast media. Company should adopt the
combination of all these three media. But they use the broadcast media and lastly the
print media.

52
BIBLIOGRAPHY
• WEBSITE
WWW.GOOGLE.COM
WWW.CADBURYPRODUCTS.CO
M
• MAGAZINE
Collecting the information for completing the project, I have referred website of
the company.

53
QUESTIONNAIRE
NAME - …………………………………
ADDRESS -……………………………………………………
PHONE NO.- ………………………….
1. Do you like to buy Branded Chocolates only?
a. Yes b. No
2. Do you always buy chocolates of same brand?
a. Yes b. Never
c. Only for quality product
3. Which product of Cadbury you prefer most?
a. Bars b. Biscuits
c. Beverages d. Spreads
4. Why do you prefer Cadbury brand?
a. Brand status b. Quality
c. Price d. Taste
5. Which feature of Cadbury influence your buying decision more?
a. Price b. Appearance
c. Brand image d. Quality

54
6. Will you prefer this same brand even if price of brand rise?
a. Yes b. No
7. What is the satisfaction level of Cadbury?
a. Highly satisfied b. Satisfied
c. Dissatisfied d. Highly dissatisfied
8. Which of the following chocolate of Cadbury you like the most?
a. Dairy Milk b. Dairy Milk Silk
c. Bournville d. Dark Milk
9. Will you recommend Cadbury to everyone?
a. Yes b. No
10. Give your rating to Cadbury?
a. 2 b. 3
c. 4 d. 5

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