Brand Value of Amitabh Bachhan

Much like a product life cycle; there is also a brand life cycle – while product
life cycle is an eventuality – determined by two factors a) Evolving Consumer
Lives and b) Technological Advancement. Brand lifecycles can be a lot longer,
determined by the Brand’s ability to re-invent itself based on the very two
factors listed above.

Brand Amitabh Bachchan has a 90%+ awareness levels amongst Indians (At
least 90% of Indians will know of the brand – kids below 2 and tribals
excluded), will have a 70%+ penetration (at least two out of three Indians
would have experienced/consumed the brand across media - TV, print,
Internet, films and books) and there would be at least a 30% repeat
consumer base. At least one out of three Indians would have consumed it
more than twice.

I must admit, this is no Nielson data. This is purely based on gut and the best
judgment of this writer.

Much like any other brand, this brand has had its high and lows, but has
managed to emerge out of every low so far, evolved and expanded itself
riding the very two factors above. At every crossroad, it has managed to re-
invent itself and expanded its product offering to become more relevant to
its consumers. It retained the brand character; fine tuned its attributes to
changing times and products, and expanded its distribution via media
choices. It started from Films only to TV to Print to Internet, its now available
simultaneously across all forms of media.

While it started as a film character, the brand had a certain set of core
values, that could be personified on screen – Unconventional good looks,
Angry, against the odds, fire in the belly, espousing Core Indian Values of
high relationship quotient (emotional bonding with relations and friends),
Social equilibrium (voice of the downtrodden), Humble son of the soil.
Irrespective of the film – you could almost say what this character will or will
not do.

In short – very strong equity and a well detailed brand character map.

The brand tugged at the hearts of millions of Indians, and was an instant hit –
film after film. It was carefully handled by a few directors and screenplay
writers (brand managers). Until it reached a point where those brand
managers were not available anymore and the brand began to falter. But by
this time, the person, who had played the brand year on year, began to
understand himself. Thus, the brand was re-launched via television. The
basic character intact, with a slight makeover, the same character map as
earlier – just with a bit of tinkering to dial up a few values and dial down
some others. For Instance - Core Indian Values (Relationship quotient), Social
equilibrium were dialed up a bit.

This worked well for the brand; the equity was further strengthened via
product endorsements along similar lines. But after a point in time, it needed
another makeover. And this time it was the Internet in the form of blogs.
Creating a sub community amongst loyal consumers and giving itself a new
lease of life. Again the set of attributes is the same as what it was 35 years
back. Its’ still Angry, against the odds, Espousing core Indian Values, Social
Equilibrium and Humble son of the soil.

What has helped immensely is the distribution expansion via the choice of
media to ensure distribution and consumption. It has only expanded with
time, reflecting the changing consumer lifestyle and technological
advancement.

Brand Amitabh works for everything – from mass market hair oil to the finest
textiles.
French Director Francois Truffaut called him a one-man industry in the late-
seventies, when eight of his films – released almost simultaneously – had an
unprecedented success at the box office.

Thirty years later, Amitabh Bachchan has become a one-man brand – he is

reportedly being paid Rs 126 crore (Rs 1.5 crore per episode) for his
appearance as a pop-philosopher in the third edition of mega serial Bigg
Boss that started yesterday. That’s 50 per cent more than the reigning
superstars, Salman Khan and Akshay Kumar, who have been charging Rs 1
crore per episode for their TV shows.

Colors CEO Rajesh Kamat says the channel needed a “prophetic voice” that
would be heard and taken seriously, if Bigg Boss has to be taken to the next
level. And his team couldn’t think of anybody but Bachchan who could fit the
bill.

Many of his counterparts in India Inc agree with Kamat – a reason why
Percept Talent Management COO Vinita Bangard estimates Bachchan’s brand
value at over Rs 700 crore. Reason: Brand Amitabh stands for a lot of things
– credibility, icon, youth aspiration, global achiever etc, she says.

Bachchan now markets close to 19 brands across 14 categories – a

substantial decline from the 40-plus brands in 2005 and 2006 when he was
hosting Kaun Banega Crorepati. But look at the pull the mega brand still
enjoys. Madison Group CEO Punitha Arumugam says the TV ratings and
advertising revenues for Bigg Boss will increase by 33 per cent on the two
days that Bachchan will appear on Bigg Boss every week . Arumugam says
the response has been phenomenal considering that the hype goes down
quite a bit for TV properties in their second or third season.

The biggest draw, experts say, is his pull across segments – from the mass
market Navratna oil to the clothing option for the elite, Reid & Taylor. The
categories he endorses range from healthcare (Dabur Chawanprash, Hajmola
etc to Emami’s skincare and hair care brands like Boroplus) to banking,
financial service and insurance (ICICI Bank and Max New York Life Insurance).

Bachchan’s association with Emami for three of its brands, for instance,
fetches him Rs 3 to 4 crore per annum per brand. Likewise, the Dabur
contract is pegged at Rs 10 crore per annum – a money that the companies
consider well spent. Emami Director Aditya Agarwal says, “the association
with Bachchan has seen our brands double their sales in three years. His
presence brings us eyeballs in a cluttered television medium and his larger
than life presence adds credibility to our brands.”

Piyush Pandey, executive chairman and creative director – South Asia, Ogilvy
& Mather, the creative agency for brands like Cadbury and Max New York Life
Insurance, decodes his appeal further. “Bachchan appeals to age groups of
six to 60 in both India and Bharat. Also he has the ability to look straight into
the eye and reach your heart,” says Pandey.

So, when there was a crisis in Cadbury or ICICI Bank, it was Bachchan they
turned to. “We needed to get someone who would be able to deliver our
message powerfully and appeal to our consumers. Bachchan fitted the bill,”
says Cadbury Marketing Director Sanjay Purhohit. The rumour at Cadbury
House then was that the only other person who could have come to the
brand’s rescue was the then Prime Minister, Atal Bihari Vajpayee.

For Dabur, Bachchan is the brand ambassador for its healthcare brands.
Dabur CEO Sunil Duggal says, “At close to 70, Bachchan still lives life fully
and that makes him an ideal choice for our brands.” However, the company
has also recently signed Team India Captain M S Dhoni for its Rs 200 crore
Dabur Chyawanprash brand. Duggal says that decision was taken in the
interest of “business continuity”.
Experts say taking Bachchan as a brand ambassador is risk-free as he has
gone way beyond the success or failure of his present films. McCann India
Executive Chairman Prasoon Joshi says “today Bachchan has manifested
himself in different ways through his voice, charm, personal credibility and
family.”

Going by such praise from ad veterans, brand Amitabh is set for a longer
innings.

Cadbury gets a 5-star brand ambassador: Big B

What happens when you are bombarded with complaints of worm-infested
products across the country, your sales fall and the Food and Drug
Administration files a complaint against your company in the court? You go to
the Shenhenshah of Indian cinema, the not-so-young Amitabh Bachchan
(61), who—you hope—will be your magic wand to commercial redemption.

Though Cadbury did not reveal Big B’s charges for a two-year contract,
sources said he charges around Rs 10 crore.

For the Big B, Cadbury’s is just the latest endorsement, after ICICI
Bank, Reid & Taylor, Maruti Versa, Nerolac, Dabar chawanprash and
even polio drops.

‘‘Is vada-pav next?’’ That is what a cynical reporter asked at a Cadbury news
conference on Wednesday, referring to the advertising clutter around the Big
B. There are takers for that argument. ‘‘Now just like every third ad has
Sachin in it, every fourth ad has Bachchan in it,’’ said ad film maker Prahlad
Kakkar, who has worked with Bachchan for the Pepsi commercials. So how
can Cadbury break through the growing clutter of Big B and Tendulkar
advertisements? ‘‘The key is to write a script that’s bigger than him,’’ said
Kakkar. ‘‘Even we went through angst because he is such an overpowering
personality... If Cadbury’s has a cracker of a script, this will definitely work.’’

Bachchan agreed. ‘‘I personally went to Cadbury plants to see how they are
manufacturing the chocolates because I do not want to endorse a product
due to which I will lose my sleep,’’ he said in a video-recorded message to
reporters.

Cadbury’s MD Bharat Puri said Bachchan has been hired because he

appealed to everyone from 6 to 60. ‘‘Bachchan and Cadbury’s fit with each
other due to timelessness, and the love and trust they both share with the
people across India,’’ he said. Puri admitted that the company’s sales fell
almost 10 per cent in November due to worm infestation. (With inputs from
Lalitha Suhasini).

Cadbury India's five factories in India churn out close to 8,000 tones of
chocolate and the company sells a million bars every day.

But Bharat Puri, managing director of Cadbury India will never forget the
batch of Dairy Milk chocolates numbered 28F311 manufactured last year at
the company's plant in Thane, near Mumbai.

That was the worm-infested batch that triggered a crisis for the company
that had always prided itself on its squeaky clean image.

The timing of the controversy couldn't have been worse. Festival season
sales (Cadbury sells almost 1,000 tonnes of chocolates during Diwali)
plummeted 30 per cent.
Until then, in the country's FMCG sector plagued by slow, low single digit top
line and bottom-line growth, Cadbury was a sweet exception. But its net
profit in 2003 dipped 37 per cent to Rs 45.6 crore (Rs 456 million) as
compared to a 21 per cent increase the previous year.

Now, a year later, Cadbury says that consumers have long forgotten the
controversy and are back to their merry chocolate-chomping ways.

"Sales are back to the pre-controversy levels. Consumer confidence in the

product is back and there has been a steady progression in sales," says
Sanjay Purohit, head (marketing) Cadbury India. The company expects to
close the year with a high double digit sales growth.

COMPANY OVERVIEW

Cadbury began its operations in 1948 by importing chocolates and then re-
packing them before distribution in the Indian market. After 59 years 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, Kolkata and Chennai). The
corporate office is in Mumbai.

Our core purpose "Working together to create brands people love" captures
the spirit of what we are trying to achieve as a business. We collaborate and
work as teams to convert products into brands. Simply put, we spread
happiness!.Currently Cadbury India operates in three sectors viz. Chocolate
Confectionery, Milk Food Drinks and in the Candy category. In the Chocolate
Confectionery business, Cadbury has maintained its undisputed leadership
over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk,
Éclairs and Celebrations. Cadbury enjoys a value market share of over 70% -
the highest Cadbury brand share in the world! Our flagship brand Cadbury
Dairy Milk is considered the "gold standard" for chocolates in India. The pure
taste of CDM defines the chocolate taste for the Indian consumer.
In the Milk Food drinks segment our main product is Bourn vita - the leading
Malted Food Drink (MFD) in the country. Similarly in the medicated candy
category Halls is the undisputed leader. We recently entered the gums
category with the launch of our worldwide dominant bubble gum brand
Bubbaloo. Bubbaloo is sold in 25 countries worldwide. The Cadbury India
Brand Strategy has received consistent support through simple but
imaginative extensions to product categories and distribution. A good
example of this is the development of Bytes. Crispy wafers filled with coca
cream in the form of a bagged snack, Bytes is positioned as "The new
concept of sweet snacking". It delivers the taste of chocolate in the form of a
light snack, and thus heralds the entry of Cadbury India into the growing
bagged Snack Market, which has been dominated until now by Salted
Bagged Snack Brands. Byte was first launched in South India in 2003. Since
1965 Cadbury has also pioneered the development of cocoa cultivation in
India. For over two decades, we have worked with the Kerala Agriculture
University to undertake cocoa research and released clones, hybrids that
improve the cocoa yield. Our Cocoa team visits farmers and advises them on
the cultivation aspects from planting to harvesting. We also conduct farmers
meetings & seminars to educate them on Cocoa cultivation aspects. Our
efforts have increased cocoa productivity and touched the lives of thousands
of farmers.

Cadbury Milestones
The Cadbury story is a fascinating study of industrial and social
developments. From a one man business in 1824, Cadbury has grown to be
one of the world's largest producers of chocolate.

Use our milestones to view Cadbury history at a glance; discover how the
company grew and when the key products were introduced. See how a small
family business developed into an international company and how the high
standards of the Cadbury brothers were combined with the most
sophisticated technology, skills and innovation.
Pest analysis

Demographic factor:-

 Population growth:-choclates has wide impact on population

growth.

 Educational groups:-target population is all age groups but the

education group will have more influence on it.As tis is used as 2
celbrate events such as birthday,days....

 Population age mix:-both men and women would like 2 prefer

dairy milk.

 Household patterns:-consumption and need is according to the

household patterns.

 Population age group:-

Preschools:-5%

School-age:-15%

Teens:- 40%, 25-65 :- 38%, 65+ :- 2%

Political factor:-

 If government increases the tax rate on chocolates than customer

have 2 pay more 4 it

If tax increase by10% than normal dairy milk of 5 rs will be of 5.50.than also
little effect.

 If some party such as congress comes into power than it will affect
positively or negatively depending on tax and norms.
  If inflation rate increases than it will affect fmcg sector so dairy milk
also will be affected.

Economic:-

In festival seasons the demand of chocolates increases. The more salary

will affect on buying power of chocolates.

Willingness to buy:-demand of chocolates will depend on the persons

willingness to buy .this will depend on the quality of the dairy milk and need.

Taste and prefence:-Cadbury has wide variety of products and 1 of them is

dairy milk chocolates and so diifferent variety of it such as fruit and nut,
rasins, almond.so the demand will be according to the taste and preferences
of the variety.

Income:-variation in income will affect positively or negatively on dairy milk.

More the income than more will people buy.

Social:-

Social factors includes such as norms, belifs, values of the company.cadbury

dairy milk has created the positive impact on customers in terms of belief
and values.

Cadbury dairy milk also fulfills the social responsibilities.

Advertisement:-dairy milk in every 6 months renew its add and by

advertisement has proved that it is can be consumed by all age of peoples.

The type of advertisement also affects the buying interest on customers.

They get known about new products and variety.
Events”-marriage, bithday, get 2 gather, etc

Technological:-- milk quality can be improved much by technology.

Refrigeration power can be improved by new technology

so that cold storage product such as dairy milk and other milk products can
be stored well and long 4 much more time.

DATA ANALYSIS & INTERPRETATION

Table No. 1: -

Awareness about Cadbury Product

Awareness No. of Respondent Percentage

 Yes 30 100%
No 0 0%
Total 30 100%

Graph No.1: -

Table No.2: -

Discovery of Cadbury

Discover No of respondent Percentage

Advertisement 20 67%
Mouth publicity 2 6%
Saw in the shop 5 17%
Other 3 10%
 Total 30 100%

Graph No. 2: -

Table No. 3: -

Product Line Prefer

Prefer No of respondent Percentage

Chocolate 15 50%
Beverage 5 17%
Candy 7 23%
Snacks 3 10%
Total 30 100%
Graph No.3: -

Table No. 4: -

Consumption of chocolate

Consumption No of respondent Percentage

Dairy Milk 17 57%
Gems 4 13%
Temptation 2 7%
5-Star 7 23%
Other 0 0%
Total 30 100%

Graph No. 4: -
Table No. 5: -

Price Range

Economical No of respondent Percentage

Yes 29 97%
No 1 3%
Total 30 100%

Graph No.5: -
Table No. 6: -

Availability of Cadbury

Availability No of respondent Percentage

Very MuchAvailable 28 93%
QuiteAvailable 2 7%
HardlyAvailable 0 0%
Total 30 100%

Graph No.6: -
Table No. 7: -

Comparison with other Brand

Comparistion No of respondent Percentage

Nestle 14 46%
Parle 6 20%
Amul 9 30%
Other 1 4%
Total 30 100%

Graph No.7: -
Cadbury Brands:
 Chocolates

 Snacks

 Beverages

 Candy

SNACKS:

 Bytes

BEVERAGES

 Bournvita

 CANDY

 Halls

CHOCOLATES
  Dairy Milk

 5 Star

 Perk

 Celebrations

 Temptation

 Eclairs

 Gems

DAIRY MILK

The story of Cadbury Dairy

Milk started way back in 1905 at
Bournville, U.K., but the journey
with chocolate lovers in India
began in 1948.

The variants Fruit & Nut, Crackle and Roast Almond, combine the classic
taste of Cadbury Dairy Milk with a variety of ingredients and are very popular
amongst teens & adults.

Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk
Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy
Milk 2 in 1, a delightful combination of milk chocolate and white chocolate.
Giving consumers an exciting reason to keep coming back into the fun filled
world of Cadbury.
Today, Cadbury Dairy Milk alone holds 30% value share of the Indian
chocolate market.

5 STAR

the second largest after Cadbury Dairy Milk with a market share of 14%,
Cadbury 5 Star moves from strength to strength every year by increasing its
user base.

Launched in 1969 as a bar of chocolate that was hard outside with soft
caramel nougat inside, Cadbury 5 Star has re-invented itself over the years
to keep satisfying the consumers taste for a high quality & different
chocolate eating experience.
One of the key properties that Cadbury 5 Star was associated with was its
classic Gold colour. And through the passage of time, this was one property
that both, the brand and the consumer stuck to as a valuable association.

More recently, to give consumers another reason to come into the Cadbury 5
Star fold, Cadbury 5 Star Crunchy was launched. The same delicious Cadbury
5 Star was now available with a dash of rice crispies.

PERK

Cadbury launched Perk in 1996. With its light chocolate and wafer construct,
Cadbury Perk targeted the casual snacking space that was dominated
primarily by chips & wafers.

With the rise of more value-for-money brands in the wafer chocolate

segment, Cadbury Perk unveiled two new offerings - Perk XL and XXL. In
2004, with an added dose of 'Real Cadbury Dairy Milk' and an 'improved
wafer', Perk became even more irresistible.

CELEBRATIONS

Cadbury Celebrations was aimed at replacing traditional gifting

options like Mithai and dry- fruits during festive seasons.

Cadbury Celebrations is available in several assortments: An assortment of

chocolates like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits
enrobed in Cadbury dairy milk chocolate in 5 variants, Almond magic, raisin
magic, cashew magic, nut butterscotch and caramels.

The super premium Celebrations Rich Dry Fruit Collection which is a festive
offering is an exotic range of chocolate covered dry fruits and nuts in various
flavours and the premium dark chocolate range which is exotic dark
chocolate in luscious flavours.

TEMPTATION

Cadbury Temptations is a range of delicious premium chocolate in five

flavours variants - Roast Almond Coffee, Honey Apricot, Mint Crunch,
Black Forest and Old Jamaica.

FORECASTING AND ESTIMATING DEMAND

Survey of Buyers’ Intentions: In the FMCG products buyers taste and

preferences changes in day to day life. So it is very important for the
Cadbury dairy milk to be upto date with the consumers day to day changing
choices. And survey of buyers intention is one of the way of estimating the
future demand of the product. In such survey the Cadbury choclates prefer to
ask questions like

“How many times do you prefer to buy a Cadbury dairy milk in a week?”

“what you think about price of Cadbury dairy milk?”

Composite of Sales Force Opinions: In this type of forecasting, due to the

impractical survey of buyers interviewing, the Cadbury dairy milk may ask
its various sales representatives to estimate their future sales.

Expert Opinion: The Cadbury dairy milk also have a choice of estimating
future demand on the opinion given by the experts including dealers,
distributors, suppliers, marketing consultants and trade associations.

Past-Sales Analysis: The demand can also be estimated on the basis of past
sales by the Cadbury dairy milk. There are four components in the Time
Series Analysis: trend, cycle, seasonal and erratic.

Market-Test Method: When the entire plan fails, a direct-market test is

desirable. It is especially desirable in forecasting new-product sales or
established product sales in a new distribution channel or territory.

CONSUMER BUYING BEHAVIOR FACTORS AFFECTING TO CADBURY DAIRY

MILK.

All marketing starts with the consumer. So consumer is a very important

person to a marketer. Consumer decides what to purchase, for whom to
purchase, why to purchase, from where to purchase, and how much to
purchase. In order to become a successful marketer, he must know the liking
or disliking of the customers. He must also know the time and the quantity of
goods and services, a consumer may purchase, so that he may store the
goods or provide the services according to the likings of the consumers.
Gone are the days when the concept of market was let the buyer’s beware or
when the market was mainly the seller’s market. Now the whole concept of
consumer’s sovereignty prevails. The manufacturers produce and the sellers
sell whatever the consumer likes. In this sense, “consumer is the supreme in
the market”.

As consumers, we play a very vital role in the health of the economy local,
national or international. The decision we make concerning our consumption
behavior affect the demand for the basic raw materials, for the
transportation, for the banking, for the production; they effect the
employment of workers and deployment of resources and success of some
industries and failures of others. Thus marketer must understand this.

Preference (or "taste") is a concept, used in the social sciences, particularly

economics. It assumes a real or imagined "choice" between alternatives and
the possibility of rank ordering of these alternatives, based on happiness,
satisfaction, gratification, enjoyment, utility they provide. More generally, it
can be seen as a source of motivation. In cognitive sciences, individual
preferences enable choice of objectives/goals.

The study of the consumer preference not only focuses on how and why
consumers make buying decision, but also focuses on how and why
consumers make choice of the goods they buy and their evaluation of these
goods after use. So for success of any company or product promotion it is
very necessary to depart its concentration towards consumer preference

Convenience: It is one type of consumer-goods classification. There are three

types of convenience. Those are as follows:

1. Staple: These types of goods are purchased on a regular basis or once or

twice in a month. A planning may be required before purchasing such type of
goods. But for purchasing Cadbury dairy milk no such planning required, so it
does not come under staple goods.

2. Impulse: These types of goods are purchased without any planning or

search effort. Whenever we feel like buying them we can easily buy them.
Similarly for purchasing Cadbury dairy milk no planning required and we can
easily find them anywhere whenever we need it. So the Cadbury dairy milk
are Impulse goods.

3. Emergency: These types of goods are purchased when there is a need is

urgent. But for buying Cadbury dairy milk there is no such type of
emergency. So Cadbury dairy milk do not come under Emergency goods.
 LOGOS:-

“pappu pass hogaya”

“Kuch meetha ho Jae”

DEVELOP PRODUCT LIFE CYCLE OF CADBURY DAIRY MILK.

• Products have limited life.

• Product sales passes through distinct stages, each posing different

challenges, opportunities and problem to the seller.

• Profit raise and fall at different stages.

• Product required different marketing, financial, manufacturing, HR and

resource strategy in each life cycle stage.
GROWTH

HOW WILL BE CADBURY DAIRY MILK DIFFERENTIATED FROM COMPETITORS

IN THE MARKET?

 Product form: They were not sure of raising this huge money, but he is
firm of doubling his brand size in the overseas markets. It shows that
they were more conscious towards brand size. They have also decided
to change the physical structure of the product but already the product
is so popular that they decided to reject this decision.

• Features: The feature of Cadbury dairy milk is such which is not so

easy for the competitors to copy it. It has an unique type of feature.
The introduction period for introducing a new feature of Cadbury dairy
milk is also very short.

• Customization: Marketers can differentiate products by making them

customized to an individual but Cadbury dairy milk does have a
customized product because they have a good brand element due to
which they are able to sale the product easily in the market. They have
 produced wowie for childrens,celebrations 4 gifts, and also variety in
cashew nuts, egg, eggless etc.

• Performance: There are mainly four types of performance levels- low,

average, high or superior. Performance quality is the level at which the
products primary characteristics operate and Cadbury dairy milk has
the highest level of performance quality.

• Durability: The durability of the Cadbury dairy milk is very good. The
product is able to survive under the stressful or natural conditions. But
it should be taken care of refrigeration as milk will get spoiled if resists
for long time in hot atmosphere.

• Reliability: Cadbury dairy milk mainly has a reliable product. They were
quite sure about the not malfunction or fail of their product within a
specified time period.

• Style: It refers to the products look and feel to the buyers. In Cadbury
dairy milk there are different styles of packing and taste but then also
there is no need to pay an extra money.

Develop a long term pricing strategy for an existing product. Choose an

existing product and decide how you will change the price of the product
during its life cycle. Use the following questions to structure your written
analysis.

a. At what stage in the life cycle is the product?

Cadbury dairy milk is presently at mature stage but with innovation of

new product such as celebrations and bandhan it is now at growth
stage.

b. What is its current price?

Current price charges for Cadbury dairy milk is rs.5, 10, 15,23,3

c. What price do its competitors charge?

 Competitors of Cadbury dairy milk are perk,5 star,munch,bar
one,nestle, kitkat .

They charge almost same price for same quantity.

d. What prices will you charge in the remaining stages of the product life
cycle?

According to me price of Cadbury dairy milk should remain same as it

is innovative and in mature stage.if in future it happens that demand is
decreasing or Cadbury is facing some new competitor than it should
reduce price by 1rs as to sustain in market.

e. What objectives will be accomplished this way? How?

In this way objectives such as brnad name and

VISION.

 Promotion of brands carrying mass franchise without compromise on

quality or margins.

 Increasing the market depth including rural India’s coverage. (so far in
case of chocolates, rural areas are not covered)

 Better product quality and packaging.

 All round efficient utilisation of tangible as well as intangible assets

such as brands and people

FUTURE GROWTH DRIVERS.

 Present dominance in the chocolates market to be maintained.

 Average sales to grow at least at 20% p.a. for the next 3 years,
volumes by at least 12%

 1 new major product to be launched every year.

  Sugar confy. Share in sales mix to be enhanced through value added
niche products.

 With control over costs and reduction in relative depreciation charge

for the year, steadily increase margins

DEVELOP ADVERTISEMENT FOR DAIRY MILK.

Tagline:-“MAKE SOMEONE FEEL SWEET TODAY”

QUESTIONARE
Name of the Surveyor : ------------------------------------------------------

Name of Respondent : ------------------------------------------------ Age : --------

Address : ----------------------------------------------------------------------------

Que1.DO YOU EAT CHOCLATES?

( ) YES ( ) NO

Que2.Are You Aware of the Cadbury products?

( ) Yes ( ) No
Que3. How did you first discover the Cadbury products?

( ) Advertisement (Newspapers, TV, Magazines)

( ) Mouth publicity

( ) Saw in the shop

( ) Other

Que4.Which product line do you prefer most?

( ) Chocolates ( ) Beverages

( ) Candy ( ) Snacks

Que5. How much importance do you give to the following factors when you
purchase a chocolate? (Tick in the desired column)

Factors Very Important Normal Least None

Important Important

Flavor/tast
e
Price
Quality
Packaging
Form
Brand
Image
Color
Shape
Quantity

Que6. How much are you satisfied with the following factors in your preferred
chocolate? (Tick in the desired column)
Factors Very Satisfied Normal Least Can’t Say
Satisfied Satisfied

Flavor/tast
e
Price
Quality
Packaging
Form
Brand
Image
Color
Shape
Quantity
Que7. Which form of a chocolate do you like?

Hard Nutties

Crunchy Chew

Que8. What pack do you purchase?

Small Big Family Pack

Que9. Which promotional offers attract you most?

Free gifts Price Offer Any other

Que10.Which of these factors affect your purchase?

 Advertisement

 Suggestion from friends and relatives

 Attractive Display
  Doctors Advice

 Brand Ambassadors

 Ingredients

Que11. Which media of advertisement influence your purchase?

Television Newspapers Brochures

Hoarding Display

Que12. How frequently do you purchase chocolates?

Once in a fortnight Daily

Weekly Monthly

Que13. What according to you is the reasonable price of chocolate?

Below5 5-10 10-20

20.30 Above 30

Que14. If your preferred brand is not available for repeat purchase then what
will you do?

 Postpone your purchase

 Switch over to other brand

 Go to the other shop to search for your preferred brand

Que15. If another brand of the same product appears in the market, will you
prefer to stop buying this brand and buy the new brand?

No, not at all I may consider

No, I shall not can’t say

Que16. If you don’t like to change to the new brand, then what are the
reasons for continuing to purchase the old brand?

Signature

RESEARCH METHODOLOGY
This chapter describes the methodology of the study. This project is based on
information collected from primary sources. After the detailed study, an attempt
has been made to present comprehensive analysis of consumption of Cadbury
and nestle chocolates consumed by the people. The data had been used to cover
various aspects like consumption, consumer’s preference and customer’s
satisfaction regarding Cadbury and Nestle chocolates. In collecting requisite data
and information regarding the topic elected, we went to the residents of peoples
and collected the data.
1. Relevance of the Study
This research is been conducted to survey the product performance and buying
behavior of consumer in selection of chocolates.
The relevance of the study is to survey the product performance and buying
behavior of two famous brands of chocolates – Nestle and Cadbury, which are
consumed by people of all ages. During this research we have interacted with
people of Mumbai City. This research is to know which particular brand of
chocolate is most preferred by people of different age groups.
2. Research Problem
Every research has their own problem and limitation but good researcher have to
overcome that problem by their skill. In this research problem we would like to
understand and analyze about the chocolates products available at Mumbai and
collect the feedback from group of people and we
wanted to know the developments made in direction of chocolates industry.
3. Research Objective
This project is based on the comparative study consumer behavior towards Nestle
and Cadbury chocolates. Objectives of the study are:
The other objective is to know about the customer satisfaction level
associated with the product and the customer preference level.
To increase customer satisfaction and recapture the market share by
fulfilling the customer needs.
To study the factors affecting the consumption pattern.
4. Research Design
For any researcher the research methodology is the most important criteria to
decide before the actual research process starts.
There are many methods for conducting the research some of them are as under;
a) Descriptive vs. Analytical b) Applied vs. Fundamental c) Quantitative vs.
Qualitative d) Conceptual vs. Empirical e) Field setting or laboratory testing
research The design of a research is a plan or a model that helps researcher to
conduct a formal investigation and survey. It is an application of methods and
procedures for acquiring the information needs for getting a desire out come. It
decides the sources of data and methods for gathering data. A good design
insures that the information obtained is relevant to the
research question and that it was collected by objectives. Since, research design is
simply the frame work or plan for a study. It is a blue print that of a house
devised by an architect. Our approach to research is descriptive and quite
specific. Out of these all research methods the research method, which was most
suitable to our research, was descriptive research because it provides us all the
opportunities to cover the all the aspect that We require to conduct the research
and get an appropriate out come.
5. Scope of the Study:
As learning is a human activity and is as natural, as breathing. Despite of the fact
that learning is all pervasive in our lives, psychologists do not agree on how
learning takes place. How individuals learn is a matter of interest to marketers.
They want to teach consumers in their roles as their roles as consumers. They
want consumers to learn about their products, product attributes, potential
consumers benefit, how to use, maintain or even dispose of the product and new
ways of behaving that will satisfy not only the consumer’s needs, but the
marketer’s objectives.
The scope of my study restricts itself to the analysis of consumer preferences,
perception and consumption of Cadbury and Nestle Chocolates. There are many
other brands of chocolates available but our study is limited to two major players
of chocolates leaving behind the others. The scope of my study is also restricts
itself to Mumbai region only.
There are 2 sources of data i.e.
A) Primary Data
The data, which are collected for the first time, directly from the respondents to
the base of knowledge & belief of the research, are called primary data. The
normal procedure is to interview some people individually or in a group to get a
sense of how people feel about the topic.
So far as this research is concerned, primary data is the main source of
information provided by the respondents.
B) Secondary Data
When the data is collected and compiled in the in a published nature it is called
Secondary data. So far as this research is concerned internet, many brochures
and magazines have been referred too.
FINDINGS
 By doing the comparison of Nestle and Cadbury chocolates, we have found
that the preference of the chocolates more preferred by the consumer is
Cadbury.
 From the analysis we have found that Nestlé’s some brand has covered
50% of the market in one product (Munch) of the chocolates which is a
very good sign for the company.
 Through the research we found that consumer is very conscious about the
quality of the product in that matter they are not ready to compromise.
And we found both company product are very qualitative.
 In some cases we found that if a product is not available in the market than
some consumer would to switchover to another product or brand.
 So from these survey we have found that the consumption of the chocolates
are more in children and teenage group though having any occasion or not
having any occasion.
 The most selling product of both the companies is in small size of
chocolates and there market share is 73% because it’s not much costlier
and is also easily available & affordable.
SUGGESTIONS AND RECOMMENDATIONS

 Chocolates products at Mumbai city are available in comparison to

previous years, but still there is requirement of development in Chocolate
products.
 Due to increasing overall cost in Chocolate Products everywhere, cost
format should be made as such that it is affordable to each and everyone in
the society. In this we also found that if the demanded brand is not
available, so at that time the customers switch over the brand of the
chocolate so, here the company should build up the healthy distribution
channel by which company can attract the customers and company loose
the fear from the market.
 Company should concentrate more on television for advertisement, as
mostly people get attracted through television only.
 For promotional offers, company should go for free gifts rather than going
for other ways.
 Nestle company should concentrate on its packing as people are least
satisfied with it while Cadbury should concentrate on the shape of a
chocolate.
  People are unsatisfied with the price and quantity of chocolate so
companies should concentrate in this regard also.

CONCLUSION

A survey of the people has been conducted to know the liking pattern of the two
products Cadbury and Nestle. It is observed that overall people like to eat
Cadbury brand rather than Nestle. It is concluded that mostly people preferred
Dairy Milk of Cadbury due to its flavor/taste, quality and image and due to its
hard form. Some people often like to have a chocolate with good flavor, quality
hard form. Some people often like to have a chocolate with good flavor, quality
taste and crunchiness. It is thus concluded from the facts collected that mostly
people refer to buy big pack of their favorite chocolate, and sometimes some of
them go for small and family pack.
LIMITATIONS OF THE STUDY

 In attempt to make this project authentic and reliable, every possible

aspect of the topic was kept in mind.

 Despite of fact constraints were at play during the formulation of this

project. The main limitations are as follows: Due to limitation of time
only few people were selected for the study. So the sample of
consumers was not enough

 To generalize the findings of the study.

 The main source of data for the study was primary data with the help
of self- administered questionnaires.

 The chances of unbiased information are less. People were hesitant to

disclose the true facts. The chance of biased response can’t be
eliminated though all necessary steps were taken to avoid the same.
BIBLIOGRAPHY

Web sites:

 www.nestle.in
 www.business-standard.com
 www.cadburyindia.com
 www.scribd.com
 www.managementparadise.com
 www.google.com

Books:

1. Marketing Management - Philip Kotler

2. Research Methodology - C. R. Kothari
 QUESTIONNAIRE FOR DEALER

Name of Student:
Name of Dealer…………………………Name of Shop ………………….….
Signature & Seal: ………………………………………
Please answer the relevant question:

1.Which company’s dealership you are having?

2. What region convinced you to have dealership of the following?

3. What are the various taste of Cadbury product available in the market?

4. Which of Cadbury product is selling as the best in the market?

5. Who is major competitor of Cadbury?

6. Does Advertising by media helpful to you? How?

7. Do you have any suggestions for the co. towards improvement?

Date: Signature

Thanks for your Co-operation

OBJECTIVES

This survey report is basically based on the market of Cadbury and its state
of affairs according to its quality, quantity, price, packing etc.

This survey report helps in developing communication skills increase

confidence and to make aware the student about the business product
market etc.

Main Objectives
 To know the response of customers of different age group towards the
product.
 Promotional strategies of the product
 To know the gist of sales promotional technique of brand.
 To ascertain the quality, quantity, prices etc.
 To find the top most brand in the market.
 CONTENTS
 Acknowledgement
 Certificate
 Declaration by the candidate
 Preface

 Company profile
 Introduction
 History
 Major Player
 Product overview
 Marketing strategy of Cadbury Dairy Milk
 Objectives
 Research methodology
 Data analysis & interpretation
 Findings
  Limitation
 Suggestion
 Conclusion
 Bibliography
 Questionnaire

CERTIFICATE

The project report titled Marketing Strategy of Dairy Milk in

Sagar City Prepared by Indu Rekha (MBA 3rd Sem.), under the
guidance and supervision of Ms. Deepti Shivadasan
(Lecturer of MBA Deptt. SSHCJ, IMR) for the partial
fulfillment of the degree of Master of Business
Administration is satisfactory in respect of :-

Comments By Supervisor Head of Deptt.

Examiner

1. Contents and presentation

of the subject matter
2. Language
3. Embodies the original work
of the candidate.
4. Submission within due date
 Signature of Examiner Signature
of Supervisor

Signature of H.O.D.

DECLARATION BY CANDIDATE

DATE: __________

I declare that the project report on Marketing Strategy

of Dairy Milk in Sagar is my own work, conduct under the

supervision of Ms. Deepti Shivadasan (Lecturer of MBA

Deptt. SSHCJ, IMR) Affiliated to Dr. Hari Singh Gour

University, Sagar .To the best of my knowledge the

report does not contain any work which has been

submitted for the award of any degree, anywhere.

Signature of the Candidate

INDU REKHA
MBA 3rd Sem.

ACKNOWLEDGEMENT
I wish to express my deep sense of gratitude to all those
who generously helped in successful completion of this research
work by sharing their valuable time and knowledge. A great
deal of motivation, direction and hard work was require to
complete the report, but the precious guidance provided by my
teachers made this job enjoyable and a nice learning
experience.

It is my proud privilege to express my deep sense regards

to the H.O.D. of SSHCJ IMR college, affiliated Dr. Hari Singh Gour
Vishwavidhyalaya, Sagar for giving me opportunity to prepare a
project report on the Marketing Strategy of Dairy Milk in Sagar, which
I have done. I express my deep sense of gratitude to Ms.
Deepti Shivadasan (Lecturer of MBA Deptt. SSHCJ, IMR),
Sagar for her constant encouragement, guidance and her
valuable suggestion to under take this study.

I am also grateful to my faculty members, customers,

friends and family members for their outstanding support and
guidance.

INDU REKHA
M. B. A. 3rd Sem.
 PREFACE

The project report has an objective to get the MBA student

familiar with real life business situation and gives an opportunity
to the student of understand the theoretical concepts of
marketing and finance in practical way.

In today’s world “Consumer is the King” consumer test and

preference go alone way in the actual sales of the product. Every
research work has to deal with various people in concern
organization and each of them have their own opinion and
thinking about various topics.

The main aim of the survey report was to determine the

Marketing Strategy of Dairy Milk in Sagar

I tried my best to express the report through satisfactional

representation, graphs, pie diagrams etc. and it helped me to
enhance my knowledge I am extremely happy to place before our
esteemed teachers. The report of the survey carried in the city of
Sagar on Marketing Strategy of Dairy Milk.