STUDY ON MNC- CADBURY

1, INTRODUCTION:
We think of a bar, a box of gummy bears, or a box of small cubes when we hear the term
"chocolate," and the verb that comes to mind is "sweet." Historically, however, over 90% of
chocolates were in the form of liquids, and sugar had nothing to do with chocolates other than
being something to "eat" rather than "drink." It was mostly bitter and used as a beverage. Due
to the high cost of creating drinking chocolate and the tradition of drinking from expensive
utensils in the past, chocolates were once regarded as a luxury good in the European market.
However, chocolates have gotten more affordable in the modern world. According to a recent
survey, around 7.3 million tonnes of chocolate were used worldwide in 2015-2016, with this
consumption anticipated to increase to approximately 7.7 million tonnes by 2018-2019.
Everyone like chocolate, but not everyone treats it as a health advantage. Some people think
chocolate enlightens them. Chocolates are steadily displacing traditional Indian sweets in
India, where it has long been customary to give and receive chocolate gifts from friends and
family. Cadbury is one of the country's top chocolate producers. Due to the exorbitant
expense of manufacturing, John Cadbury began selling sipping chocolates, tea, and coffee to
Advertisers prioritise brand distinction and its USPs in order to entice consumers. A
company's brand name is frequently its good name, according to a popular saying. The term
"brand" comes from the Old Norse verb "Brandr," which means "to burn." It is a group's way
of identifying the product. When a trademark or logo is present, the client can choose the
specific item from a wide range of offerings. Therefore, a brand is a symbol of identity, such
as a mark or identifying mark that sets one product apart from another. In addition, a brand is
a representation of a product's essential qualities, including its image, price, and physical
attribute A brand is also a symbol that encompasses a product's salient characteristics,
including its pricing, image, and physical attributes. The brand's unique selling proposition—
commonly referred to as USP—is what allows for the simplest kind of brand distinction.
(USP). The product's attributes, such as its features, quality, durability, reality, design, or
style, can be the foundation of this. Generic differentiation is the term for this. the rich in
Birmingham.
A current subsidiary of the American firm Mondelz International, Cadbury Limited is the
second-largest confectionery company in the world after Mars, Incorporated. The main
markets for Cadbury products are the United Kingdom South Africa,Ireland Isle of Man,New
Zealand, Canada , Australia, and India, the United States. The following products are created
with permission in some cases.
Due to its accessibility to the general population and its adherence to Indian tradition, which
is valued as an integral component of the nation, Cadbury Dairy Milk has maintained its
dominance in the hearts of many. Additionally, it has been successful in offering its
customers premium chocolates. Customers of all ages, including adults and children, have
been drawn to it. Due to its low cost and emphasis on moments that would improve
interpersonal relationships, it became well-known in India.
With a 70% market share in India, it currently dominates the chocolate candy industry.
Success was the impact of its marketing techniques. Although the corporation caters to a
variety of age groups, it has tailored its product offers to particular classes of customer
groups. The business attends to the fundamental requirements of every single customer, from
youth to adulthood, from impulsive purchases to family delights. On special occasions and
during festivals, individuals choose wrapped chocolate packages over candies due to the
rising levels of social status concern. Cadbury takes advantage of this and focuses on the
brand, packaging, and marketing tactics.
STATEMENT OF THE PROBLEM:
Achieving high levels of customer satisfaction and retaining existing clients is the goal of
every business. In light of this, determining customer taste and preference is never easy. In
today's cutthroat marketplace, a consumer's mindset might alter daily to favour the product. It
depends on factors including preference, standard of living, brand, image, and the
attractiveness and variety of competing products. Due to issues with pricing changes,
competing items, product quality, and customer buying habits, it happens frequently that the
consumer is unable to identify the cause of his happiness. Therefore, the goal of this study is
to concentrate on consumer brand recognition and preference.
In recent years, the use of sales promotion as a marketing tactic has surpassed that of other
components This is demonstrated by the abundance of sales promotion offers in the market
throughout holidays and off-seasons to encourage trial and occasionally to reschedule
consumer buying decisions, which are discovered to be advanced or postponed dependent on
sales promotion offers.
2. SCOPE AND LIMITATIONS OF RESEARCH:
2(a). Scope: Learning is a fundamental human action on par with breathing. Despite the fact
that learning permeates all aspects of our lives, psychologists disagree as to how it occurs.
Marketers are interested in the way people learn. They want customers to learn about their
goods, their features, possible benefits for consumers, how to use, care for, or even get rid of
the goods, as well as new behaviours that will meet both the demands of consumers and the
marketing strategy.
The investigation of customers' requirements, views, and utilization, as well as Cadbury's
marketing strategy in India, are the only topics covered by this study. There are a variety of
other chocolate brands available, but this research focuses solely on the brand loyalty and
marketing of Cadbury chocolates in India, leaving the others out.
2(b). Limitations:
1. Since the subject is so complex, it was quite challenging to get reliable data.
2. A shopkeeper's perspective was the only one taken into account, and company viewpoints
were not taken.
3. Review of Literature:
1. When Ekelund and Gramm (1969) looked at the relationship between advertising and
total consumption, they were unable to establish a causal connection.
2. According to Tylor and Weiserbs, aggregate demand and consumption have a positive
relationship (1972).
3. Customer-based brand equity, according to Farquhar (1991), assesses how customers
respond to a certain brand name.
4. Kotler (2000) (2000) According to a definition from that year, a brand is "the name
linked with one or more items in the product line, intended to identify the source of the
character of the item(s)."
5. There have been significant changes in Indian advertising over time, according to
Logambal, R. (2016) in his study paper Emerging Trends in Advertising. At the
commencement of the creation of the city and market, it began with the hawkers calling
out their products.. He said that early newspapers and journals featured news of births,
deaths, the arrival of ships from England, the sale of household items, etc., as well as
advertising that were aimed to inform the public. Over time, things evolved, and
contemporary advertising prospered.
6. In their study paper consequence of Ads on purchasing Behaviours of buyer: Study of
Cosmetic Industry Fatima, Samar, and Lodhi, Samreen (2015) said that advertisements are
beneficial in raising public awareness. However, there is no link between ads and customer
perceptions. Advertisements can occasionally fail to build a perception in the minds of
consumers as a whole. They stated that customer impression of a product increases after
utilising the product or receiving information from others such as peers, friends, families, and
so on. As a result, the researchers concluded that firms should employ useful and appealing
material in their advertising to make customers aware of their products.
4. Objectives of research:
The following objectives guide the study's work:

1. choosing the actions to maintain and enhance brand recognition and marketing tactics.
2. to determine if brand awareness affects consumer behaviour.
3. to determine the source of product awareness

5.Research methodology:
Cadbury India has had great success with its marketing and advertising campaigns. The
most crucial element is that customers are aware of the goods and that the business has
made a favourable impression on them. Even when the corporation adjusted the amount
and price of the goods, consumers are still eager to buy it. This shows that the business
has raised the bar for itself well above that of its rivals.
A. Descriptive research is one type of research that can be conducted.
Descriptive research is the kind we employed for this investigation. The team
developed a few questions that are organised to look at Cadbury's brand recognition
and marketing tactics. The business has promoted its goods in a number of ways. We
looked at four categories—children, adolescents, adults, and seniors—and examined
how much chocolate was consumed in each of them. On the basis of chocolate
 consumption, estimates of the proportions of these four groups are analysed. We have
further analysed and drawn conclusions about their attitudes about chocolate intake.
B. Technique Used to Collect Data

 Primary Data: A thorough questionnaire and in-depth personal interviews

with a few of the respondents were employed to gather the primary data for
this study.
 Secondary Data: We also consulted secondary sources, including the internet,
periodicals, business journals, Google Scholar, YouTube videos, etc., and
gathered data from them.
 Children, young people, adults, and seniors were all given questionnaires to
complete in order to gather information about Cadbury's marketing methods,
brand awareness, consumption habits, and customer satisfaction.
C. utilised statistical and data analysis tools:
We have now condensed the gathered data into a reasonable size that will make it simpler for
us to analyse and evaluate the data. It required creating summaries, searching for trends that
aided the study's goal, and using statistical tools and methodologies. A coding sheet was
created to categorise the data once it was collected. The following tools were used to present
and test numerous hypotheses:
 Pie charts
6.Theoretical Prospects:
Well-known British international confectionery company, Cadbury, or formerly Cadbury's,
was founded 193 years ago.
His sons Richard and George came next. In 1905, Cadbury debuted its Dairy Milk brand of
chocolate. Milk makes up a significant portion of dairy milk, one of its ingredients. The most
popular product of the corporation, dairy milk, contributed to the house's success worldwide.
In 1854, Queen Victoria issued the first royal warrant for it. 2010 saw Mondelez International
own 100 percent of the business headquartered in the United States of America. After
Wrigley's, it is the second-largest candy manufacturer. Since its founding, Cadbury has
introduced a variety of items. Cadbury produced about 33 different candy brands, and each
one is as reputable in terms of sales and demand in international markets.
In nations including the United States, India, New Zealand, , Malta, and Canada, United
Kingdom, Cadbury has a sizable market. Its offerings include sweets like cookies, cocoas,
chocolates, chocolate butter, etc. The first day of Cadbury's operations in India was July 19,
1948. Its Indian headquarters are in Mumbai.
ABOUT THE COMPANY’S PRODUCT- HISTORY:
Cadbury has been associated with chocolate since 1824 when John Cadbury built his first
store and established a prosperous family that now offers many of the world's favourite
chocolate brands.
The Cadbury is a fascinating look into more than 150 years of industrial and cultural change.
It demonstrates how a small family business turned into a worldwide enterprise by combining
the finest available technology with the highest quality, innovation, and technical competency
criteria. Cadbury Limited is the confectionery subsidiary of Cadbury Schweppes plc, a key
participant and industry leader in the global confection and soft drinks sector. Since the
company's beginnings, quality has been a primary focus, with generations seeking to
manufacture chocolate with the characteristic taste, smoothness, and snap of Cadbury
chocolate.
ESTABLISHMENT OF THE CADBURY BUSINESS:
The Cadbury Company was founded in 1831 when John Cadbury began making chocolate
products at a facility in Crooked Lane, Birmingham, in an antique malt house. In 1847, the
firm moved to larger lodgings on Brigade Street. The new location had a private canal branch
that connected the factory to the major ports of Britain through the Birmingham Navigation
Canal.
For 32 years, commerce was done on Brigade Street. The staff had increased to 200 by 1878,
requiring the need for larger quarters.
This marked the transfer to Bournville and the establishment of one of the largest chocolate
factories in the world. After John Cadbury retired in 1861, his two eldest sons, Richard and
George, took over the business.
CHOCOLATES COME IN VARIOUS FLAVOURS:
Cadbury Dairy Milk and Cadbury Old Gold dark chocolate are the most popular chocolates.
Cadbury chocolate has a particular flavour and texture as a result of long-standing chocolate
formulation knowledge and Cadbury-exclusive processing procedures. Techniques are
continually evolving, and new technology enables the process to be fine-tuned to changing
client tastes and preferences. Chocolate production is a very complex, computer-controlled
process, with the bulk of new specialised equipment custom-designed and constructed for our
needs.
NUT-FREE ITEMS:
Cadbury produces a wide range of products, including nuts and nut oils. All of our goods are
packed and labelled in accordance with Australian State and Federal food requirements. We
adhere to strict world-class production standards and work hard to guarantee that all of our
things are fresh, in good shape, and include all of the necessary components. All Cadbury
Chocolate products are manufactured at a facility where it is possible that non-nut products
may include traces of nuts by accident. Cadbury-exclusive processing techniques. Techniques
are constantly evolving, and new technology allows the process to be fine-tuned to the
changing tastes and preferences of customers. To inform purchasers of this, we will always
add a statement on the product label. Pascal sugar candy is extremely unlikely to be
contaminated with nut material since it is made in a nut-free environment.
Cadbury sells a wide range of products, including Cadbury Dairy Milk Bars and Blocks and
Cadbury Dairy Milk Gift Boxes. Chocolate Bars Baking, Gold Bricks from the Past, Coco
Collection, Sharing Packs, Cadbury Lollies, Biscuits, Size of Bite, Chocolate Drinking
Chocolates, Pascal's Confectionary, Nut-free items, Kosher Products
CADBURY IN INDIA:
Cadbury India started its operations in India in 1948 by importing chocolates. On July 19,
1948, Cadbury India was formed. The headquarters are currently known as "Cadbury House"
and are located in Mumbai. This tall skyscraper on Pedder Road has acted as a landmark for
Mumbai residents since its erection. Since 1965, Cadbury has also been a pioneer in the
development of cocoa plantations in India. Cadbury has collaborated with the Kerala
Agricultural University on cocoa research for over two decades. Cadbury India today sells
five different types of products: Cadbury Dairy Milk, Dairy Milk Silk, Bournville, 5-Star,
Temptations, Perk, Eclairs, Bournvita, Celebrations, Gems, Bubbaloo, Cadbury Dairy Milk
Shots, Toblerone, Halls, Bilkul, Tang, and Oreo. It controls more than 70% of the chocolate
confectionery market.
FINDINGS:
1. Cadbury chocolate consumption by women is higher than that of men.
2. Cadbury chocolates are devoured more by teenagers than by any other age group.
3. According to the report, just a small fraction of elderly persons prefer Cadbury chocolates
because they are health conscious.
4. When compared to other brands, Cadbury is the market leader, according to our findings.
5. One of the survey's results was that, while respondents believed the product was
reasonable at a set price, it was evident that a price drop would increase the likelihood of
purchasing it.
6. Despite the fact that customers couldn't stop buying their favourite chocolate - Cadbury -
one of the research findings was consumer dissatisfaction with the product in terms of price
and volume of Cadbury.
7. According to the data, Cadbury has a very successful festival season in India. It may also
be deduced that the family's favoured chocolate was Cadbury. As a result, demonstrates
brand loyalty.
8. According to the research, the majority of customers only consume Cadbury chocolates on
occasion, indicating a disadvantage in the product's marketing situation.
9. According to the report, Cadbury has a competitive advantage over other chocolate brands.
As a result, good brand loyalty is demonstrated once more.
10. According to the research, consumers are more impressed and trusting of the company
because of the source of awareness- advertising.
Suggestions:
Cadbury chocolate and milk products are chosen more than any other brand, according to the
total findings across all background characteristic categories. Because Cadbury's chocolate
and milk products taste nice and are less priced, the majority of respondents stated they
would buy them. It can be shown that a higher number of respondents saw Cadbury's
commercial, which prompted them to buy chocolate. Companies have used promotional
media to reach out to their target demographic. Cadbury goods have been found to be more
effective in general. The holiday season or mood, as well as word-of-mouth communication,
are viewed as more essential elements affecting their purchase decisions for Cadbury
Chocolate and Milk goods by the majority of respondents. Packaging, on the other hand,
influences Cadbury's selections. It can be shown that a greater proportion of respondents are
more inclined to purchase Cadbury chocolates due to the appealing packaging and the
delights that come with the chocolate, which fulfils the availability of amounts or size of
Cadbury Milk items and Chocolate.

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