SUMMARY ABOUT THE PROJECT

Understanding The Emotional Association Between Cadbury & Youth This project gives
an inside about how the youth, can easily connect Cadbury with their lives. The project gives
the information about the various moods/emotions/ temperaments that the youth associates
with Cadbury. The project also represents data of how often the youth consumes Cadbury
and the reasons why Cadbury has such a strong impact on the minds and hearts of the youth.
This project also covers brief information of Cadbury worldwide, and its impacts all over
the world. Finally the project gives a brief idea about what the youth feels about Cadbury and
where it should improve so that the youth connects with Cadbury with a stronger BEAT. The
project also captures the various emotions of todays youth and also the characteristics of the
youth .The recent merger of Cadbury and Kraft food Inc. have made waves world wide. Its
not only the youth that fears loosing Cadbury but also the employees of Cadbury.British
flags fluttered outside chocolate-maker Cadburys sprawling Bournville site as employees
lamented the news that a beloved national brand had falling into American hands Its not
only about the chocolate but about the lives of people linked with Cadbury since the World
War II. Theres no doubt that Cadbury has become synonymous to chocolate, but they say
Its not the capacity but consistency that matters in the end Now theres a strong doubt in
the minds and hearts of the youth, that whether KRAFT food INC. would be able to maintain
such a strong image of CADBURYWORLD WIDE.Lets hope it does The YOUTH







COMPANY OVERVIEW
Cadbury as manufacturers of chocolate products in Birmingham dates back to the early part of
the 19th century, when John Cadbury opened a shop in the centre of the city, trading as a coffee
and tea dealer. Soon a new side-line was introduced - cocoa and drinking chocolate, which he
prepared himself using a mortar and pestle. Cadbury India is a fully owned subsidy of Kraft
Foods Inc. The combination of Kraft Foods and Cadbury creates a global powerhouse in snacks,
confectionery and quick meals. With annual revenues of approximately $50 billion, the
combined company is the worlds second largest food company, making delicious products for
billions of consumers in more than 160 countries. We employ approximately 140,000 peopl eand
have operations in more than 70 countries. In India, Cadbury began its operations in 1948 by
importing chocolates. After 60years of existence, it today has five company-owned
manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi
(Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). The
corporate office is in Mumbai. Our core purpose "make today delicious" captures the spirit of
what we are trying to achieve as a business. We make delicious foods you can feel good about.
Whether watching your weight or preparing to celebrate, grabbing a quick bite or sitting down to
family night, we pour our hearts into creating foods that are wholesome and delicious. Currently,
Cadbury India operates in four categories viz. Chocolate Confectionery, Milk Food Drinks,
Candy and Gum category. In the Chocolate Confectionery business, Cadbury has maintained its
undisputed leadership over the years. Some of the key brands in India are Cadbury Dairy Milk, 5
Star, Perk, clairs and Celebrations. Cadbury enjoys a value market share of over 70% - the
highest Cadbury brand share in the world! Our billion-dollar brand Cadbury Dairy Milk is
considered the "gold standard" for chocolates in India. Cadburys expanded their business to
many countries like Australia, America, Canada, India etc.
The famous slogan "glass and a half of full cream milk in every half pound" with the
picture of milk pouring into the chocolate bar, is one of the all-time greats of British
advertising

CADBURY ADVERTISEMENTS
Advertisements Cadbury Dairy Milk
Launches a new campaign Shubh AarambhCadbury
India, launched a new campaign,Shubh Aarambh.
This campaign is basedon the concept of the Indian
tradition of having something sweet before every
auspicious occasion, with the belief that it leads to
afavourable outcome. Over the years, CDM has been a
special part of every Indians moments of happiness,
joy and celebration. Over the last six decades, CDM has always given its consumers
numerous reasons to celebrate every joyous occasion. Its campaigns right from, The real
taste of life to Kuch meetha ho jaye have been instrumental in bringing CDM closer to
the heartof every Indian chocolate aficionado. With the more recent Pappu pass ho gaya
and Miss Palampur campaigns, CDM created a special space for itself duringmoments of
celebration amongst large communities. The latest Payday campaign gave CDM lovers
another moment of happiness that life has to offer. This year, Shubh Aarambh extends
within the "Kuch Meetha Ho Jaye" space, urging onsumers to enjoy a bar of CDM stating,
Koi bhi shubh kaam karne se pehle kuchmeetha khalena chahiye. Kaam acha hota
hai.
Cadbury 5 Star
launches its new television commercial To further
build on the strong connect that patrons share with
Cadbury 5 Star, the brand recently launched its new
television commercial. In line with its Jo khaye,kho
jaaye advertising campaign, the commercial takes the brand proposition onestep forward, of
losing one self in every bite of the delicious Cadbury 5 Star. With humour as the trademark
of all its communication, the film uses friendship as a platform to reinforce the brands
appeal amongst teenagers. Speaking of the campaign, a Cadbury official said, Cadbury 5
Star is the secondlargest brand in the Indian chocolate market after Cadbury Dairy Milk and
its unique involving taste with Chocolate, Caramel and Nougat makes for sheer indulgence.
Getting lost in the taste of 5 Star has been a
successful platform for the brand for last3 years, and
over several varied creative executions on this
platform, the brand hasposted high double digit
growths consistently year after year."This TVC
follows the thief commercial, which urged consumers to be good citizenswith its tagline
Ek acche nagrik bane, 5 Star khane walo ki madat karein!. Takingthe theme Jo
khaye, kho jaaye forward, the new commercial showcases how twolong lost friends
Ramesh and Suresh are ecstatic to meet each other, only to keepforgetting their meeting after
getting lost in every bite of Cadbury 5 Star.Speaking on the creative thought of the
commercial, The TVC opens with Ramesh and Suresh .
Sapno se tu race laga le with Perk with Glucose EnergyCadbury
Indias iconic youth brand Perk - packed with Glucose Energy has launched anew TVC
targeting the Youth on the run.Teens today lead a hectic life that requires them to be on the
go, chasing their dreams moving from one activity to
another nonstop through the day and they doencounter
moments when they crave for an instant recharge.The new
Perk TVC with the tag line Sapno se tu race laga le
targeted at 14-18 yearolds beautifully captures a typical
low moment in a busy day spent chasing ones dreams and shows how Perk with glucose
energy fulfills the need for an instantenergy recharge.
Cadbury launches CDM SilkSmoother
Creamier and more curvy for thedivine melt-in-mouth
experience Mumbai, January 27, 2009: Cadbury India Ltd.
recently announced the launch of Cadbury Dairy Milk Silk its
premium offering under the Cadbury Dairy Milk brand(CDM).
Smoother, creamier and chunkier the new CDM Silk chocolate has been formulated to
provide superior eat experience. Developed specially for the Indian consumer, the new
CDM Silk provides the most divine Melt in the Mouth feel. CDM Silk is finer than the
finest chocolates and comes in a premium, internationally developed packaging.
Cadbury Dairy Milk in an all new premium,
international packCadburys much loved flag-ship brand Cadbury Dairy Milk now comes to
its loyalconsumers in a brand new, premium packaging. The change into a
premium,international packaging is the first in 7 years for the biggest chocolate brand in
India!The fine purple and gold packaging portrays the rich and creamy taste of
Cadburychocolate. According to Indian tradition good news is shared by distributing
sweets
Clair Eclairs
Was first discovered by a local confectionery firm in London, England in the 1960s. The
firm then became part of Cadbury in 1971makingCadbury Eclairs the second largest brand in
the company. The experience of eating a Cadbury Dairy MilkEclair is truly unique because
of its creamy caramel exterior and rich Cadbury Dairy Milkchocolate at the
center..Journey:In India, Cadbury Dairy Milk Eclairs has been themost preferred brand inthe
Eclairs category foryears and has always been a favourite withconsumers.Eclairs advertising
over the years have talkedabout the mesmerizing taste of Eclairs because of the Cadbury
Dairy Milk chocolateit contains at its center. The Kar De Dil Pe Jadoo campaign illustrated
this in ayouthful college context.
Gems
Cadbury Gems occupies a very special place in the
hearts of kids; presentand past. Its unique shape, size,
colours and format instantly set it apart. Thesetasty,
colourful, chocolate buttons have become an integral
part of the lives ofboth children and adults. Launched in 1968, Cadbury Gems has captured
the fancy of children for morethan 4 decades now. Supported by a number of popular TVCs
since the Eighties, Gems is uniquely positioned because of its chocolate taste, colourful
buttons and multiplicity. The taste and fun associated with eating Cadbury Gems and the
joy ofsharing it with friends has also made the brand a source of nostalgia for older
consumers. Simply put, eating Gems brings happiness, fun and mischief to a kids world.















THE CONNECTIVITY THE YOUTH EMOTION AND CADBURY
Emotion is the complex psycho physiological experience of an individuals state of mind as
interacting with biochemical (internal) and environmental (external )influences. In humans,
emotion fundamentally involves "physiological arousal, expressive behaviours, and
conscious experience. Emotion is associated with mood, temperament, personality and
disposition, and motivation.
Youth is the time of life between childhood and adulthood (maturity The youth can easily
connect themselves with Cadbury because Cadbury beautifullyplaces itself among the
youth.The youth today is able to connect itself with Cadbury because Cadbury is able to tab
those emotions that the youth experiences during this age.The advertisement campaigns by
Cadbury have done it all.The real taste of life camping was introduced in late 80s. A great
tasting chocolate from UK, thats the branding we are aiming at, says Nikhil Rao.The
tagline was a rage in India. You think chocolate and you drool. Mouth watering,thats what
the cloud on the top of your head reads,. The nick signifies the purity ofthat chocolate. Say
Abhijit Avasthi, national creative director, O&M.
Kya Swaad Hai Zindagi Ka, this tag line made waves among the youth in 1990sIt
appealed to the child in every adult. And CDM became perfect expression ofspontaneity
and shared good feelings, said Rao.
However the one with the girl dancing on the cricket field after her cricketerboyfriend
hits ball out of the boundary has remained etched in everyones memoryas the most
spontaneous and uninhibited expression of happiness, adds Avasthi.
This campaign was a run away success, he recalls. This ad was rewarded thecampaign
of the century
.Khaane Waalon Ko Khaane Ka Bahana Chahiye
Rao says, real taste of life had already made waves and tapped the upper class people and
now they were ready to tap the middle and lower class youth.Hence the ad campaign
starring VJ Cyrus Brocha, Khaane Waalon Ko Khaane KaBahana Chahiye helped in
tapping them.He also adds, the youth and adults were not comfortable in eating
chocolates inpublic. But this ad changed their mentality
.Kuch meetha ho jaaye
The worm problem came in and it was time to calm the controversies and repositionthe
brand image.This is where Mr. Big B came in with the ad campaigns Kuch meetha ho
jaaye and
Paapu pass ho gaya.
Paapu pass ho gaya became part of the street language. It has been adopted by
thepeople and have become and extensive tool to express happiness and joy.
Before Kuch meetha ho jaaye campaign no one would have a Cadbury if theyscored
less marks or if India would loose a match.
But this campaign egged people to have Cadbury to celebrate every little happinessin
their life.While Paapu pass ho gaya was targeted to the youth.
Aaj Pheli tarik hai wastargeted to the adult class people.Iss Diwali aap Kise
Khush Karenge?, again made waves.







OBJECTIVES OF RESEARCH
Is to understand the
Emotions of youth attached with Cadbury To understand why Cadbury is
synonymous to Chocolate
To know why Cadbury has such a strong impact on the minds and hearts of the youth
Extensive
It is useful to collect demographic information of consumers (YOUTH) of a product under
study (CADBURY).
It is Useful to find out views and attitudes (EMOTIONS) of customers(YOUTH)
It helps to discover the relationship between customer (YOUTH) and product (CADBURY)
The data collected can be used directly for marketing decision making. Determining sample
Design
Sample design is the way of selecting the sample







QUESTIONNAIRE
Age:
Gender:
Question1. Which chocolate brand you like the most? (Tick the appropriate, any
1) Cadbury:
2) Nestle
Question 2. Do you often relate Cadbury to chocolate? (Tick the appropriate)
1. Yes:
2. No:
3. Cant say:
If yes, why? Because of its: (Tick the appropriate, any 1)
1. Brand Image:
2. Ad Campaigns:
3. Flavours:
4. Other Factors: __ (Name it)
Question3. To me a Cadbury means (Tick the appropriate)
1. An expression of Love:
2. A way to spread happiness:
3. A feeling of togetherness:
4. Excitement:
Question 4. I have a Cadbury when I am with my (Tick the appropriate, any 1)
1. Friends:
2. Family:
3. Lonely:
4. Anytime:
Question 5. I look at Cadbury as (Tick the appropriate, any 1)
1. My best friend:
2. A stranger:
3. A foe:
Question 8. Why does Cadbury, have a strong impact on minds and hearts of the youth (tick
thefollowing parameters. {1 being the lowest & 5 being the highest})
1. Excellent
2. Good
3. Average
4. Below Average
5. Bad
Question 9. I have a Cadbury when I pass out with flying colours
1. Yes
2. No
10. I have a Cadbury when Im with my girl/boy friend
11. I take a Cadbury after a fight with my girl/boy friend.
12. I have a Cadbury when theres a celebration
13. I have a Cadbury when Im frustrated
14. I have a Cadbury when Im hurt by someone


CONCLUSION
After the survey of 20 youths it was found that Cadbury is the most popular brand among the
youth in CHOCOLATE market. Over the years Cadbury has become synonymous to
CHOCOLATE because of its brand image and also due to its 360o ad campaigns. The youth says
theres a Cadbury for every moment. To the youth Cadbury stands out to be a medium of
expressing their love, happiness and joy. It did not make a difference to majority of the youth
when KRAFT food INC. took over Cadbury, but yes they do believe that Cadburys image will
fade over a period of time. The youth can easily associate Cadbury with their day to day lives
because Cadbury connects itself with the various emotions of todays youth. Theres always a
Cadbury for all the different moods/emotions/ temperaments of todays youth. The various ad
campaigns and flavours have created a strong impact on the minds and hearts of the youth.
Majority of the youth feel that Cadbury has started loosing the tag VALUE FOR MONEY
Finally, As they say, NOTHING LASTS FOREVER. We think its the beginning towards the
end of Cadburys beautiful journey from small grocers shop in Birmingham, central England,
1824 to KRAFT food INC. America, 2010.The new poster ofKRAFT food INC.









BIBLIOGRAPHY
B ibliography Books/ Articles o Marketing Research GC Beri o Articles on Cadbury, Kraft
food INC., merger of Cadbury and Kraft food INC. and its impacts world wide
o This assessment of the companys culture has been derived from their websites
o Newspaper articles related to Cadbury , advertisements and their impacts on youth
Internet o Cadbury.com o Google Images o Kraft food.com o Brainy Quotes.com o
Wikipedia.com o The Indian Youth.