“STUDY ON ADVERTISING AND SALES PROMOTION STRATEGIES ON

CADBURY”

Dissertation Submitted to the

D.Y. Patil Deemed to Be University School of Management

In partial fulfilment of the requirements for the award of the

Degree of
BACHEOLOR IN BUSINESS ADMINISTRATION

Submitted by:

ALDINA AUGUSTIN FERNANDO

(Roll No. BBA017308)

Submitted to:

Ms. SUSHMA NICHANI

Assistant professor

D.Y. Patil deemed to be University

School of Management

CBD Belapur, Navi Mumbai

March 2019

1
“STUDY ON ADVERTISING AND SALES PROMOTION STRATEGIES ON
CADBURY”

Dissertation Submitted to the

D.Y. Patil Deemed to Be University School of Management

In partial fulfilment of the requirements for the award of the

Degree of
BACHEOLOR IN BUSINESS ADMINISTRATION

Submitted by:

ALDINA AUGUSTIN FERNANDO

(Roll No. BBA017308)

Submitted to:

Ms. SUSHMA NICHANI

Assistant professor

D.Y. Patil deemed to be University

School of Management

CBD Belapur, Navi Mumbai

March 2019

2
 DECLARATION

I hereby declare that the dissertation “A STUDY ON ADVERTISING AND SALES PROMOTION
STRATEGIES ON CADBURY.” submitted for the BBA Degree at D.Y. Patil University’s School of
Management is my original work and the dissertation has not formed the basis for the award of any degree,
associate ship, fellowship or any other similar titles.

I hereby declare that this report is purely my personal work in every form. I hereby also declare that I have
checked the data through the plagiarism software and it has been found to be pure in true. I am solely
responsible for any plagiarism that is found in this dissertation.

PLACE : Navi Mumbai Signature of the Student

DATE : Aldina Augustin Fernando

3
 Certificate

This is to certify that the dissertation entitled “A STUDY ON ADVERTISING AND SALES
PROMOTION STRATEGIES ON CADBURY.” is a bona fide research work carried out by MS
ALDINA AUGUSTIN FERNANDO, student of BBA, at D.Y. Patil University’s School of Management
during the year 2017-2020, in partial fulfilment of the requirements for the award of the Degree of Bachelor
in Business Management and that the dissertation has not formed the basis for the award previously of any
degree, diploma, associate ship, fellowship or any other similar title.

Ms. SUSHMA NICHANI Dr. R. Gopal,

Assistant professor Director & HOD

D Y Patil deemed to be University D.Y. Patil deemed to be University

School of management School of Management.

PLACE: Navi Mumbai

DATE:

4
 ACKNOWLEDGEMENT

In the first place, I thank the D. Y. Patil University, School of Business Management, Navi Mumbai for
giving me an opportunity to work on this project. I would also like to thank Dr. R. Gopal (Director & HOD)
& Ms. Sushma Nichani, School of Management, D.Y. Patil Deemed to Be University School of Management,
Navi Mumbai for having given me her valuable guidance for the project. Without her help it would have
been impossible for me to complete the project.

I would be failing in my duty if I do not acknowledge with a deep sense of gratitude the sacrifices made by
my parents and thus have helped me in completing the project work successfully.

PLACE: Mumbai

DATE: Signature of the Student

5
 Plagiarism Checker X Originality Report
Similarity Found: 9%

Date: Monday, 8 April 2019

Statistics: 910 words Plagiarized / 10116 Total words
Remarks: Low Plagiarism Detected - Your Document needs
Optional Improvement.
-----------------------------------------------------------------------
--------------------

6
 LIST OF TABLES

S.NO TOPIC PAGE

NO
A LIST OF FIGURES 9

B LIST OF ABBREVATONS 10

EXECUTIVE SUMMARY 11

1 INTRODUCTION 14

2 OBJECTIVES OF THE STUDY 32

3 REVIEW OF LITERATURE 34

4 RESEARCH METHODOLOGY 38

4.1 DATA COLLECTION METHOD 41

4.2 SAMPLING METHOD 44

4.3 LIMITATION OF THE STUDY 45

5 DATA ANALYSIS & INTERPRETATION 47

5.1 KEY FINDINGS 64

6 ADVERTISEMENT STRATEGY OF CADBURY 65

7 SALES PROMOTION STRATEGY OF CADBURY 69

7.1 SALES PROMOTION BUDGET 74

7.2 SALES PROMOTION STRATEGY 75

8 SOCIAL MEDIA STRATEGY OF CADBURY 83

7
 8.1 SOCIAL MEDIA STRATEGIES SUCH AS TWITTER, 84
FACEBOOK, INSTAGRAM

9 PRINT ADVERTISMENT FOR CADBURY 88

10 ADVERTISMENT BUDGET OF CADBURY 91

11 MAJOR FINDING AND CONCLUSION 94

12 SUGGESTIONS 96

13 BIBLIOGRAPHY 98

14 ANNEXURE 101

8
 LIST OF FIGURES

FIGURE No. FIGURE EXPLANATION PG. No.

1 Figure 1 14
1.2 Figure 2 17
1.3 Figure 3 17
1.4 Figure 4 19
2.1 Figure 5 20
2.2 Figure 6 26
2.3 Figure 7 32
3 Figure 8 44
4 Figure 9 44
5.1 What is your age? 49
5.2 What is your gender? 50
5.3 Do you eat chocolates? 51
5.4 How often do you eat chocolates? 52
5.5 Which brand of chocolates do you prefer? 53
5.6 Are you aware of Cadbury silk? 54
5.7 Are you aware of any marketing campaign of Cadbury? 55
5.8 When you think of Cadbury which chocolate comes to your mind? 56
5.9 What made you buy Cadbury silk? 57
5.10 What according to you is the best feature of Cadbury 58
advertisement?
5.11 How appealing do you find Cadbury’s Advertisement? 59
5.12 Where did you see Cadbury’s advertisement? 60
5.13 Do you think the standard price of dairy milk silk is fair? 61
5.14 What is one main reason out of the following for you to have 62
chocolates?
5.15 Is Cadbury Silk available to you in nearby shops? 63

9
 LIST OF ABBREVATIONS

SR NO. ABBREVATION FULL FORMS

1. TV TELEVISION
2. ADS ADVERTISEMENT
3. MFD MALTED FOOD DRINK
4. FTSE FINANCIAL TIMES STOCK EXCHANGE
5. KM KILOMETER
6. H.A HECTARE
7. Dr. DOCTOR
8. US UNITED STATES
9. Bn BILLION

10
 CHAPTER 1
EXECUTIVE SUMMARY

11
 EXECUTIVE SUMMARY

This selling outline aims at introducing Cadburys chocolate within the Indian market.
Cadbury is the world leader in marketing of chocolate and it commands about is to successfully
introduce the brand in the Indian market.
Celebrate this Saint Valentine's Day with the Cadbury farm Milk Silk “Heart pop” Valentine pack.
The classic style of Cadbury chocolates provides you with the explanation to celebrate this occasion
along with your lover.
Indulge in the irresistible style of Silk and pop the centre bent on have a really unforgettable
celebration. Cadbury may be a whole with an extended history in Australia and an infatuated
commitment to creating everybody feel happy.
Cadbury farm Milk, the whole that let Indians expertise Asli cluster Zindagi Hindu deity (the real style
of life), has taken a high- ground in its advertising when touching the 70 years milestone in the country.
Launched in 1948, farm Milk became similar with chocolates within the country.
Celebrating the milestone, Mondelez India, the company that owns the brand, has given a fresh spin to
its ‘Kuch Meetha Ho Jaaye’ campaign talking about why inherent goodness and generosity
is important in our relationships. On the brand’s 70th year in India, the new ‘Kuch Accha Ho Jaaye,
Kuch Meetha Ho Jaaye’ campaign, will aim to recapture the Cadbury Dairy Milk spirit, strengthen
connections with shoppers and shine a spotlight on people who go the additional mile for others"
Cadbury throughout its initial years relied heavily on print advertising and it absolutely was solely a
couple of decades past that it forayed into TV ads.

During the 80s, its television campaign ‘Sometimes, Cadbury’s can say it better than words’ featured
a happy family enjoying little moments of togetherness.

But it had been the 1994 ‘Asli cluster Zindagi Ka’ farm Milk ad that bust brand’s ‘kids -only’ image
and positioned it as a product for adult consumption.
The iconic ad, which featured a young woman dancing on a cricket field with absolute abandon
enjoying a bar of Cadbury Dairy Milk, remains one of the most memorable campaigns
in Indian advertising.

12
In the 2000s, Bollywood actor Amitabh Bachchan became Cadbury’s first celebrity ambassador to
promote Dairy Milk under the ‘Kuchh Meetha Ho Jaaye’ series of ads which positioned the chocolate
brand as a substitute for ancient sweets throughout merry occasions.
It was additionally for the primary time once the whole started targeting rural shoppers through its
‘Miss Palampur’ campaign.
The actor became the voice of the brand when Cadbury found itself embroiled in the worm controversy.
“Bachchan includes a universal attractiveness and stands for trust, generosity and authenticity and his
association has been immensely beneficial for the brand Cadbury," Cadbury India’s one of the most
popular brands, Cadbury farm Milk could be a benchmark for alternative chocolates in Republ ic of
India and is thought to be the“goldstandard”.
Some of the other popular brands are 5 Star, Perk, Bournville, Celebrations, Halls, Éclairs, Tang and
Oreo. The main whole within the Milk Food drinks phase is Bournvita, which is known as the leading
Malted Food Drink (MFD) in the country.
In the medicated category, Halls is a favourite candy while Cadbury India has entered the biscuits
category by launching World’s no.1 biscuit brand Oreo.
Cadbury has additionally been the leaders within the development of cocoa cultivation in Republic of
India since 1965.
The analysis work has been meted out together with the Kerala Agricultural University.

13
Figure no. 1

14
 CHAPTER 2

INTRODUCTION

15
2.1 INTRODUCTION TO THE INDUSTRY

Confectionery is that the art of constructing confections, that square measure food things that square
measure made in sugar and carbohydrates.
Exact definitions are difficult.
In general, though, confectionery is split into 2 broad and somewhat overlapping classes, bakers'
confections and sugar confections.

Bakers' confectionery, conjointly referred to as flour confections, includes principally sweet pastries,
cakes, and similar baked goods.

Sugar confectionery includes candies (sweets in British English), candied nuts, chocolates, chewing
gum, bubble gum, and other confections that are made primarily of sugar.
In some cases, chocolate confections (confections fabricated from chocolate) square measure treated
as a separate class, as are sugar-free versions of sugar confections.
The words candy (US and Canada), sweets (UK and Ireland), and lollies (Australia and New Zealand)
are common words for the most common varieties of sugar confectionery.

The confectionery trade conjointly includes specialised coaching faculties and in-depth historical
records.
Traditional confectionery goes back to times of yore and continued to be eaten up through the Middle-
Ages into the fashionable era.

The confectionery trade is comprised of 3 segments: chocolate confectionery, sugar confectionery and
gum merchandise.
All 3 classes square measure characterised by the utilization of a major quantity of sugar and sugar
substitutes.
Confectionery is mostly low in micronutrients, however made in calories and carbohydrates.

According to industry figures, the global confectionery market was led by the Western European region
on generated sales. To address health considerations, better-for-you products have been on the rise.
As a result of the demand for naturally sourced colours, the clean label trend has hit the confectionery
category.

16
In order to satisfy this
growingdemand, several food corporations proclaimed planto formulate their merchandise to exchange
artificial ingredients and modify the ingredients lists.

Figure 2

17
2.2. INTRODUCTION TO THE CADBURY

Cadbury, once Cadbury's and Cadbury Schweppes, could be a British transnational confectionery
company entirely closely-held by Mondelez International (originally Kraft paper Foods) since 2010.
It is the second-largest confectionery complete within the world once Mars.
Cadbury is internationally headquartered in Uxbridge, West London, and operates in more than 50
countries worldwide.
It is noted for its farm chocolate, the Creme Egg and Roses selection box, and many other
confectionery products.
One of the 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 along with his brother Benjamin, followed by his sons Richard and
George.
George developed the Bournville estate, a model village designed to give the company workers
improved living conditions.
Dairy 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 popular product.
Cadbury, aboard Rowntree's and Fry, were the big three British confectionery manufacturers
throughout much of the nineteenth and twentieth centuries.

Cadbury was granted its 1st Royal Warrant from Empress 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 complete had already differed between varied countries since 2006.
Cadbury was a relentless constituent of the FTSE a hundred on the London exchange from the index's
1984 beginning till the corporate was bought by Kraft paper Foods in 2010.

18
In 1948, Cadbury Republic of {India|Bharat|Asian country|Asian nation} began its operations in India
by commerce chocolates.
On nineteen Gregorian calendar month 1948, Cadbury was incorporated in Asian nation.
It currently has producing facilities in Thane, Indri (Pune) and Malanpur (Gwalior), Hyderabad,
Bangalore and Baddi (Himachal Pradesh) and sales offices in New Delhi, Mumbai, Kolkata and
Chennai.
The corporate head office is in Mumbai.
The head workplace is presently located at Pedder Road, Mumbai, under the name of "Cadbury
House".
This monumental structure at Pedder Road has been a landmark for the voters of city since its creation.
Since 1965 Cadbury has conjointly pioneered the event of cocoa cultivation in Asian nation.

For over 20 years, Cadbury has worked with the Kerala Agricultural University to undertake
cocoa analysis.

Currently, Cadbury Asian nation operates in 5 classes – Chocolate confectionery, Beverages, Biscuits,
Gum and Candy.

19
Its merchandise embraces Cadbury farm Milk, farm Milk Silk, Bournville, 5-Star, Temptations, Perk,
Eclairs, Bournvita, Celebrations, Gems, Bubble, Cadbury farm Milk Shots, Toblerone, Halls, Bilkul,
Tang, and Oreo.

20
2.2.1 HISTORY OF CADBURY

1824–1900: Early history

In 1824, John Cadbury began marketing tea, coffee, and hot chocolate in Bull Street in Birmingham,
England.
From 1831 he emotional into the assembly of a range of cocoa and drinking chocolates, created in a
very industrial plant in Bridge Street and oversubscribed chiefly to the rich as a result of the high cost
of production.
In 1847 John Cadbury became a partner along with his brother Benjamin and therefore the company
became called "Cadbury Brothers".

The brothers opened associate degree workplace, in London and in 1854 they received the Royal
Warrant as manufacturers of chocolate and cocoa to Queen Victoria.
The company went into decline within the late decennary.

John Cadbury's sons Richard and St. George took over the business in 1861.
At the time of the takeover, the business was in rapid decline: the number of employees had reduced
from 20 to 11, and the company was losing money.
By 1864 Cadbury was profitable again.
The brothers had turned the business by moving the main target from tea and occasional to chocolate,
and by increasing the quality of their products.

The firm's initial major breakthrough occurred in 1866 once Richard associate degreed St.
George introduced an improved cocoa into Britain.
A new cocoa press developed within the Netherlands removed a number of the unsavoury cocoa butter
from the cacao tree.
The firm began exportation its merchandise within the decennary.
In the Eighteen Eighties the firm began to supply chocolate confectioneries.

In 1878 the brothers determined to make new premises in country four miles from Birmingham.
The move to the country was new in business.

21
Better transport access for milk that was inward shipped by canal, and cocoa that was brought in by
rail from London, Southampton and city docks was taken into thought.
With the event of the Birmingham West residential area Railway on the trail of the Worcester and
Birmingham Canal, they noninheritable the Bourn.

22
 Brook estate, comprising fourteen.5 acres (5.9 ha) of rural area five miles (8.0 km) south of the
outskirts of Birmingham.
Located next Stirchley Street train station, that itself was opposite the canal, they renamed the estate
Bournville and opened the Bournville manufacturing plant the subsequent year.

In 1893, George Cadbury bought 120 acres (49 ha) of land close to the works and planned, at his own
expense, a model village which would 'alleviate the evils of modern more cramped living conditions'.
By 1900 the estate enclosed 314 cottages and homes assault 330 acres (130 ha) of land.
As the Cadbury family were Quakers there have been no pubs within the estate. In 1897, following the
lead of Swiss companies, Cadbury introduced its own line of milk chocolate bars. In
1899 Cadbury became a private limited company.
1900–1969
The Cadbury Cricket tent in Bournville was opened by King of Great Britain in 1902.

In 1905, Cadbury launched its dairy farm snack counter, a production of exceptional quality with a
higher proportion of milk than previous chocolate bars.
Developed by St. George Cadbury son, it was the first time a British company had been able to mass-
produce milk chocolate.
From the beginning, it had the distinctive purple wrapper.
It was an excellent sales success, and became the company's best-selling product by 1905
The stronger Bournville Cocoa line was introduced in 1906.
Cadbury dairy farm Milk and Bournville Cocoa were to produce the idea for the company's fast pre-
war enlargement.
In 1910, Cadbury sales overtook those of Fry for the primary time.
By 1914, exports accounted for forty pp. of Cadbury's sales.

Cadbury's Milk receptacle was 1st made in 1915 and continuing in production throughout the
rest of the primary war.
More than a pair of,000 of Cadbury's male staff joined the militia and to support the war effort,
Cadbury provided clothing, books and chocolate to soldiers.
After the war, the Bournville manufacturing plant was redeveloped and production began in earnest.

23
In 1918, Cadbury opened their first overseas factory in Hobart, Tasmania.
In 1919 Cadbury merged with J. S.
Fry & Sons, another leading British chocolate manufacturer, resulting in the integration of well-known
brands such as Fry's Chocolate Cream and Fry's Turkish Delight.
In 1921, the various little Fry's factories around Bristol were closed down, and production was
consolidated at a replacement manufacturing plant in Somerdale, outside Bristol.

24
Inter-war Britain saw cocoa replaced by chocolate (especially milk chocolate bars) as Britain's
preferred product.
Fruit and Nut was introduced as a part of the dairy farm Milk line in 1928, before long followed by
Whole Nut in 1933.
By this time, Cadbury was the brand leader in the United Kingdom.
These were accompanied by several other products: Flake (1920), Cream-filled eggs (1923), Crunchie
(1929) (Crunchie was originally launched under the Fry's name but later adopted by Cadbury's) and
Roses (1938).
By 1930 Cadbury had become the twenty fourth largest British producing company as measured
by calculable value of capital.
Cadbury took direct management of the under-performing Fry in 1935.
By 1936, dairy farm Milk accounted for sixty pc of the United Kingdom chocolate market.

By the mid-1930s, Cadbury estimated that 90 percent of the British population could afford to buy
chocolate.

During warfare II, parts of the Bournville factory were turned over to war work, producing milling
machines and seats for fighter aircraft.
Workers ploughed football fields to plant crops.
As chocolate was considered a vital food, it was placed under government supervision for the entire
war.
The time period allotment of chocolate resulted in 1950, and normal production resumed.
Cadbury later invested with in new factories and had an increasing demand for his or her merchandise.

In 1952 the Moreton factory was built. In 1956, Cadbury began manufacturing in Bombay.
In 1967 Cadbury noninheritable AN Australian maker, Mac Robertson's, beating a rival bid from Mars.
As a result of the takeover, Cadbury built a 60 percent market share in the Australian market.
The acquisition brought such brands as Freddo and Snack to the Cadbury roster.
Schweppes merger and demerger (1969–2007)
Cadbury incorporate with drinks company Schweppes to create Cadbury Schweppes in 1969.
Head of Schweppes, Lord Watkinson, became chairman, and Adrian Cadbury became deputy chairman
and managing director.
The benefits of the merger were to prove elusive.

25
GEORGE CADBURY.

26
The merger place associate finish to Cadbury's shut links to its Quaker start family and its perceived
social attribute by ingraining a capitalist venture philosophy in management.

The Seventies saw the event and launch of variety of chocolate bars: the wavy Worley, the Double
Decker and Caramel.
After a landmark effort, the sales of Flake quadrupled.
However, the launch of the Rowntree Yorkie chocolate candy within the Britain in 1976
seriously damaged the sales of farm Milk, and Cadbury's Britain market share declined to twenty p.c.
In order to counter a declining market share, Cadbury reduced its variety of lines from seventy-
eight to thirty-three, and installed state-of-the- art technology at the Bourneville plant.

In 1978 the company acquired Peter Paul, the third largest chocolate manufacturer in the United States
for $58 million, which gave it a 10 percent share of the world's largest confectionery market.
The extremely sure-fire Wispa chocolate candy was launched within the North East of European
nation in 1981, and nationwide in 1984.
In 1982, commerce profits were bigger outside of England than within the Britain for the
primary time.

In 1986, Cadbury Schweppes oversubscribed its Beverages and Foods division to

management acquisition referred to as Premier Brands for £97 million.
This saw the corporate divest itself of such brands as Typhoo Tea, Kenco, Smash and David
Hartley Chive’s jam.
The deal additionally saw Premier take the license for production of Cadbury whole biscuits and drink.
In 1988, Cadbury US was sold to Hershey for $300 million.
In 1986, Schweppes switched its alliance within the Britain from Pepsi Cola to Coca-Cola, taking
a fifty-one-p. stake within the venture Coca-Cola Schweppes.
In 1986, the corporate noninheritable North American nation Dry and Sunkist from RJR Nabisco for
$230 million, and took a thirty p.c stake in Dr Pepper.
As a result of these acquisitions, Cadbury Schweppes became the third largest soft drinks manufacturer
in the world.

In 1987, General Cinema took associate eighteen p.c stake within the company.
General Cinema divested itself of the stake in 1990.

27
Snapple, Mystic and Stewart's were oversubscribed by Triarc to Cadbury Schweppes in 2000 for $1.45
billion.
In Oct of that very same year, Cadbury Schweppes purchased Royal Crown from Triarc.

28
In 2002, the Danish manufacturer of mastication gum, DANDY, sold their whole to
Cadbury alongside the brands DIROL, STIMOROL, and V6.
The remaining activities were renamed Gum link.
In 2003, Cadbury born the 's' from its name and renamed the whole to Cadbury.
The reason behind this alteration was as a result of the corporate found that it had been a
way additional suited, rounded name than the previous "Cadbury's".
This change was formally proclaimed on nineteen December 2002.

In March 2007, it had been disclosed that Cadbury Schweppes was progressing to split its business
into 2separate entities: one specializing in its main chocolate and confectionery market; the opposite
on its US drinks business.
The demerger took impact on two might 2008, with the drinks business turning into Dr Pepper
Snapple cluster.
In December 2008 it had been proclaimed that Cadbury was to sell its Australian potable unit to Asahi
Breweries.

2007–2010
In Oct 2007, Cadbury proclaimed the closure of the Somerdale mill, Keynsham, formerly part of Fry's.
Between five hundred and 700 jobs were stricken by this alteration.
Production transferred to alternative plants in European country and Poland.

In 2008 Monkhill Confectionery, the Own Label mercantilism division of Cadbury Trebor Bassett
was sold to Tangerine Confectionery for £58 million money.
This sale enclosed factories at Pontefract, Cleckheaton and royal family and a distribution centre close
to Chesterfield, and also the transfer of around 800 workers.

In mid-2009 Cadbury replaced a number of the cocoa butter in their Non-UK

chocolate product with vegetable oil.
Despite stating this was a response to shopper demand to enhance style and texture, there was no "new
improved recipe" claim placed on New Sjaelland labels.
Consumer backlash was important from environmentalists and chocolate lovers.
By August 2009, the corporate proclaimed that it had been reverting to the employment of cocoa butter
in New Sjaelland.
In addition, they might supply cocoa beans through truthful Trade channels.

29
In January 2010 prospective customer wrapping paper pledged to honour Cadbury's commitment.

Acquisition by Kraft Foods

On seven Sep 2009 wrapping paper Foods created a £10.2 billion (US$16.2 billion) indicative tender
offer for Cadbury.
The supply was rejected, with Cadbury stating that it undervalued the corporate. Kraft

launched a proper, hostile bid for Cadbury valuing the firm at £9.8 billion on nine Nov 2009.
Business Secretary Peter Mandelson warned wrapping paper to not try and "make a fast buck" from the
acquisition of Cadbury.

On nineteen January 2010, it had been proclaimed that Cadbury and wrapping paper Foods had
reached a deal which wrapping paper would purchase Cadbury for £8.40 per share, valuing Cadbury at
£11.5bn (US$18.9bn).
Kraft, that issued an announcement stating that the deal can produce a "global confectionery leader",
had to borrow £7 billion (US$11.5bn) so as to finance the takeover.

The Hershey Company, based mostly in Pennsylvania, manufactures and distributes Cadbury-branded
chocolate (but not its alternative confectionery) within the u. s. and has been according to share
Cadbury's "ethos".
Hershey had expressed an interest in buying Cadbury because it would broaden its access to faster-
growing international markets.
But on twenty two January 2010, Hershey proclaimed that it might not counter Kraft's final supply.

The acquisition of Cadbury moon-faced widespread disapproval

from land public, moreover as teams and organisations together with labour union Unite, who
estimated that a takeover by Kraft could put
30,000 jobs "at risk". Controversially, RBS, a bank 84% owned by the United Kingdom Government,
funded the Kraft takeover.

30
On two February 2010, wrapping paper secured over seventy-one of Cadbury's
shares therefore finalising the deal.

Kraft had required to succeed in seventy fifth of the shares so as to be able to delist Cadbury from
the securities market and totally integrate it as a part of wrapping paper.
This was achieved on 5 February 2010, and the company announced that Cadbury shares would be de -
listed on 8 March 2010.
On three February 2010, the chairman Roger Car, chief executive Todd Stetzer and chief financial
officer Andrew Benfield all announced their resignations.
Stetzer had worked at the corporate for twenty-seven years.

On nine February 2010, Kraft announced that they were planning to close the Somerdale Factory,
Keynsham, with the loss of 400 jobs.
The management explained that existing plans to manoeuvre production to Poland were too advanced
to be realistically reversed, though assurances had been given regarding sustaining the plant.
Staff at Keynsham criticised this move, suggesting that they felt betrayed and as if they need been
"sacked twice".

31
32
 CHAPTER 3
OBJECTIVE OF THE STUDY

33
The study includes:

 To study the marketing mix of the Dairy milk silk.

 To study the SWOT Analysis of Cadbury silk.

 To study the advertising Strategies of Cadbury Silk.

 To study the sales promotion strategies of Cadbury Silk.

 To study the media strategies of Cadbury Silk.

 To study the print advertisement of Cadbury Silk.

 To study the ad budget of Cadbury Silk.

34
 CHAPTER 4
REVIEW OF LITERATURE

35
 A STUDY OF BRAND LOYALTY IN INDIA (1981)

Singh J.D (1981) has conducted a survey based on “A study of Brand loyalty in India. “The
study concluded that Indian consumers have been found becoming more and more brand loyal.
Depending upon the nature of the product, they have single or multiple brand loyal.

 THE VALUE OF BRAND EQUITY (2000)

Aaker (2000) assess that brand awareness plays a vital role in consumer perception especially
when their buying pattern is not defined. Branded items give the feeling of familiarity especially
in low involvement products for example soaps and other day to day usage items, media and
advertisement are effective tools for awareness.

 PACKAGING (2007)

Dhur (2007) states that packed plays a very important role in this meeting or the point of
purchasing, as this was the most important point of interaction between brands and customer.
Packaging means that the communication of marketing objective of the any commodity to the
customer and to carry out its objective, packaging must be attractive, informative, and correctly
identify those product and communication has been real benefits.

 THE ROLE OF MEDIA IN INFLUENCING CUSTOMER CHOICE (2011)

Kaberi Bhattacharyya (2011) in his study "The role of the media in influencing customer choice:
some comments" said a brand has come to the market, is alive and kicking or simply pulling.
Similarly, generations of customers are known that a brand is still relevant in the changing
context of time and space. Taking advantage of the charm of audio and video, brands engulf our
senses and become an intrinsic part of our lives. While the confidence gained by them is directly
proportional to their attributes and functionalities, the buzz created around the brands by the
media helps them break through the clutter of competition and stay vibrant in the minds of
consumers. Creative juices give birth to a myriad of themes, processes, colours and themes, and
familiar and not-so-familiar faces carry them forward. Although ads traditionally techniques
above the line and below the line to gain an advantage or grab the eyeballs. All this has definitely
fuelled consumerism and the responsibility to develop the consumer culture that has taken a

36
 vice as the grip of our lives and its catastrophic impact on the natural environment can be largely
attributed to the expanding media. But the irony is that it is the media again who have declared
these bad deeds to the public and implicated corporations or brands in confusion. This has again
encouraged these brands or their mentors to participate in clean or green activities that resurrect
their image whole heartedly.

 A COMPARATIVE STUDY OF CONSUMER PREFERENCE TOWARDS CADBURY AND

NESTLE CHOCOLATES. (2012)

In the year (2012) Dr. Shende “A Comparative Study of Consumer Preference towards Cadbury
and Nestle Chocolates with Special Reference to Navi Peth Areas in Solapur City” viewed that
the Chocolate is liked and eaten by all age group of people.

37
 CHAPTER 5
RESEARCH METHODOLOGY

38
Marketing mix:

The idea of “marketing mix” was introduced over sixty years alone.
In 1953, Neil Borden mentioned it in his presidential address to the yank selling Association (AMA).
In general terms, marketing mix is a variety of different factors that can influence a consumer’s
decision to purchase a product or use a service.
It most ordinarily refers to the 4Ps of marketing─ product, price, promotion and place.

These four factors are often controlled by a business to a precise extent.

When “mixed” or blended strategically, they can produce desired behaviours from your target
audiences (i.e. signing up as a subscriber or creating a purchase).

It also can facilitate businesses more understand their product and repair offerings and therefore
the best ways that to arrange for a flourishing launch and selling strategy.

The 4Ps were created by marketing professor E.

Jerome McCarthy in 1960, seven years after Borden’s speech.
They are a framework that marketers and businesses will use once planning ways and campaigns to
market their merchandise and services.

Instead of going it up to probability and hoping that folks can do what you would like, you can increase
your conversions by using a framework.
Each P stands for a unique part that influences a consumer’s decision-making method.

Product
Cadbury has a power house line-up of products.
In fact, many of our browsers are going to be shocked after they read the various varieties and
markets wherever Cadbury is gift.
A company might need one or two money cows; however, Cadbury has many with the lions share of
the market.
Some within the chocolate business are dairy farm milk, Bournville, Five-star, Perk, Cadbury eclairs.
In the biscuits segment is the premium Oreo.

39
In beverages there's Bournvita that once more is one amongst the leaders in milk additives.
Halls as a mouth thing further as a remedy throughout cold is employed across Bharat.
Thus, with such a powerful line of merchandise, Cadbury is sure to lead the chocolates business.
Due to its merchandise, Cadbury is the leading name of chocolates across the world and has presence
in all 7 continents.

A list of Cadbury products are as follows:

1. Dairy Milk
2. Dairy Milk Crackle
3. Dairy Milk Fruit & Nut
4. Dairy Milk Marvellous Creations Jelly Popping Candy

5. Dairy Milk Oreo

6. Dairy Milk Roast Almond
7. Dairy Milk Silk
8. Dairy Milk Silk Bubbly
9. Dairy Milk Silk Fruit & Nut
10. Dairy Milk Silk Roast Almond
11. Dairy Milk Silk Caramello
12. Dairy Milk Tropical Mango
13. Dairy Milk Silk Oreo
14. Dairy Milk Honey Crunch
15. Dairy Milk Coffee Almond Limited edition
16. Dairy Milk Crispello

Price
Cadbury merchandise are priced as per the standard of them.
The prices are high for many merchandises like Bournville and there are merchandise that are priced
low to carter to the wants of the opposite segments.
These items are like Eclairs, Perk, Five Star.
The selling combine evaluation strategy of Cadbury depends on competition, demand and packages.
They even have different choices for the individuals that is consistent with the dimensions of
the merchandise.

40
Cadbury has strategically placed the worth of the merchandise in order that all the targeted
segments are often met.
We find that the merchandise is compiled into gifts package in order that they will be obtainable to
the individuals.
They are mainly targeted for the joyous seasons Associate in Nursing these merchandises are priced
strategically in order that the purchasers have an affinity to shop for them.
Constant marketing of Cadbury products has made sure that they reach to the people with different
taste buds and also carter to the friendliness of the purse.
Health drinks like Bourn-vita also are priced keeping in mind the targeted customers.

Place
Cadbury merchandise of the obtainable everywhere the globe.
The main manner Cadbury has created an enormous impact within the world market is simply thanks
to the marketing it's.
The company has created certain that their merchandise is obtainable everywhere the globe and
therefore the carter to an enormous client base.
The products are available both in the urban and rural areas. We find that this has helped in a way for
the company.

The places of distribution have created the merchandise obtainable to a great deal of shoppers and
therefore the successively has generated a profit for the corporate each in terms of
customer base and the revenue.
Promotion:
Cadbury contains a wide selection of how of promoting itself.

We find that the promotion strategy within the selling combine is finished through the tv, posters,
newspaper, online, radio.
We have seen that the company has made great efforts to make its product reach the people aware of it
items.
There are varied sorts of taglines that are hooked up with varied brands of Cadbury.
In India, Cadbury has “kuch meeta metallic element jai” that shows

that the whole is attempting to market itself within the market of sweets.

41
Again, for a unique whole like Bourneville we discover that the corporate needs it to be one thing like
“you earn it.” The company also has various brand ambassadors for
various styles of product so every of them is employed to form a control within the mind of the folks.
Cadbury has not left any stones right-side-out to market itself.
This concludes the Cadbury marketing mix.

4.1 DATA COLLECTION:

1. Primary data:

A questionnaire will be created based on the objectives of the study and it will circulate among number
of consumers of Cadbury. The questionnaire will help in the research to study the primary data which
will be analysed to understand the consumer buying decisions of Cadbury.

2. Secondary data:

The secondary data will be acquired from the sources of research papers, books, magazines, journals
and website.

42
 SWOT ANALYSIS OF CADBURY CHOCOLATE

STRENGTH WEAKNESS

 Top most chocolate provider in the  Lack of market penetration

world.
 Relatively high-priced brands
 Brand loyalty
 Limited variety of products
 Low cost of production due to
 Poor technology in India compared to
economic of scale
current international
 Strong distribution network
technologies

OPPORTUNITIES THREAT

 India CAGR 2013 – 18 is 23%  Faced a worm scandal

 Population 1.27 billion  In confectionary segments, threats are

like AMUL, Nestle.
 Bring efficiency in logistics and
 Government Policies
distribution with the help of
technology.  Rise in raw material cost cocoa beans,
 Introduction of foreign products in dairy milk and sugar.
India.

43
44
4.2 SAMPLING METHOD

SAMPLE DESIGN AND SIZE

In this research project descriptive research design is used judgement of convince sampling method will
be used to get them to know the impact of advertisements of brands on customer. This method is used
because we are interested in exploring gender, age, interests on sports as well as to know whether
advertisements has an impact on customers. For conducting this research, a structured questionnaire is
prepared and sample of 100 customers is taken from a selected and particular area

Through this report we want to find out how children are influenced but the advertisements especially
of chocolate products. So, the statement of this project would be ‘effects of advertisements on
customers with special reference to chocolate products. The research process goes within the following
confectionary products:

• Dark chocolate

• Milk chocolate

• White chocolate

Sampling plan:

Target population: target population for the project study is from the age group of (18-35)

Sample unit: sample unit of this project will the customers of selected area

Sampling technique: stratified random sampling

Sample size:100

Sampling methods:

There are mainly two types of sampling which is being used by the marketers are:

• Probability sampling (random sampling)

• Non probability sampling

45
Data collection method:

There square measure primarily 2 varieties of knowledge assortment technique

• Primary data means original data that has been collected specially for the purpose in mind.

It suggests that somebody collected the information from the {first|the initial} supply first hand.

Data collected this way is called primary data.

…analysis wherever one gathers this type of information is brought up as field analysis.

• Secondary data refers to data that was collected by someone other than the user.

Common sources of secondary knowledge for scientific discipline embody censuses, information
collected by government departments, organizational records and information that was originally
collected for alternative analysis functions.

Primary information, against this, area unit collected by the investigator conducting the analysis.

However, secondary data analysis can be less useful in marketing research, as data may be outdated or
incur.

46
4.3 LIMITATIONS OF THE STUDY:

The figures appearing in this project report are estimated based on data collected from a small
fraction of the population and this report will be conducted in the Navi Mumbai.

47
 CHAPTER 5

DATA ANALYSIS & INTERPRATATION

48
ANALYSIS:

Out of 100 respondent that were questioned, data was collected for the project report, out of which 51.9%
were from 20-30 and 30.8% were from 10-20 age group.

INTERPRETATION:

In this study we got to know how many people of what age had gone through the survey. And
the majority of respondents lie in the age group of 20-30 (51.9%) and 10-20 (30.85),40-50 (8%), 30-40
(3.5%) and 50 above is around 4%.

49
 ANALYSIS:

Out of 100 respondent that were questioned, data was collected for the project report, out of which 69.8%
are male and 30.2% are female.

INTERPRETATION:

This result shows the respondents are majorly male with 69.8% and females are 30.2%.

50
ANALYSIS:

Out of 100 respondent that were questioned, data was collected for the project report, out of which 69.8%
are male and 30.2% are female.

INTERPRETATON:

In this survey it shows how much people love chocolates in all i.e 84.9% eat chocolates and 7.5%
sometimes eat chocolate but don’t preferably eat it and 7.6% do not like chocolate.

51
ANALYSIS:

Out of 100 respondent that were questioned, data was collected for the project report, out of which 66%
are regular consumers, 7.5% never consume.

ILLUSTRATION:

This survey shows how often the respondents consume chocolates. 26.4% respondents consume
chocolates on regular basis. The huge number of consumers i.e 66% consume chocolate sometimes. And
7.5% respondents do not consume chocolates.

52
 ANALYSIS:

Out of 100 respondent that were questioned, data was collected for the project report, out of which 50.9%
consume Cadbury chocolates.

ILLUSTRATION:

This survey shows which brand of chocolates do the respondents prefer. According to the figure
50.9% of the respondents prefer Cadbury, 30.9% prefer Nestle, 15.1% prefer Amul and the rest 3.8%
prefer other brands of chocolate.

53
ANALYSIS:

Out of 100 respondent that were questioned, data was collected for the project report, out of which
56.6% are aware of Cadbury silk.

ILLUSTRATION:

This survey shows if the respondents are aware of a new product of from the Cadbury brand called
“Cadbury Silk”. According to the figure 56.6% of respondents are aware of the product while 28.3% of
the respondents aren’t aware of Cadbury Silk. And the other 15.1% of the respondent are not sure of
Cadbury silk.

54
 ANALYSIS:

Out of 100 respondent that were questioned, data was collected for the project report, out of which 49.1%
respondents are aware of the marketing campaign.

ILLUSTRATION:

This survey shows how many percent of the respondents are aware of any marketing campaign held by
Cadbury. According to this figure 49.1% of the respondents are aware of the marketing campaign of
Cadbury. While 32.1% of the respondents are not aware of any marketing campaign of Cadbury. And the
rest 18.9% respondents are not sure.

55
 ANALYSIS:

Out of 100 respondent that were questioned, data was collected for the project report, out of which 47.2%
respondents voted for Cadbury.

ILLUSTRATION:

This survey shows what the respondents think of Cadbury which product of Cadbury comes to their mind.
47.2% of the respondents voted for Dairy Milk, 24.5% for Five stars, 9.4% for Perk, 15.1% for Silk and
3.8% voted for other Cadbury product.

56
 ANALYSIS:

Out of 100 respondent that were questioned, data was collected for the project report, out of which 49.1%
respondents opted for Cadbury.

ILLUSTRATION:

This survey shows what the respondents think of Cadbury which product of Cadbury comes to their mind.
47.2% of the respondents voted for Dairy Milk, 24.5% for Five stars, 9.4% for Perk, 15.1% for Silk and
3.8% voted for other Cadbury product.

57
 ANALYSIS:

Out of 100 respondent that were questioned, data was collected for the project report, out of which 30.2%
of people like jingles of the ad.

ILLUSTRATION:

This survey shows what according to them is the best feature of Cadbury’s advertisement. According to
the figure represented here respondents are majorly attracted by Jingles 30.2%, 26.4% by emotional
appeal, 22.6% by visuals of the chocolate,9.4% by the story line of the Cadbury ad, 8% by the celebrity
appearances and 4% by other advertisements.

58
ANALYSIS:

Out of 100 respondent that were questioned, data was collected for the project report, out of which
41.5% find the advertisement appealing.

ILLUSTRATION:

This survey shows what according to them is the best feature of Cadbury’s advertisement. According to
the figure represented 0% people selected strongly disagree and maximum 41.5% number of people
agree followed by 37.7% wo says strongly agree. So maximum number of people are saisfy.

59
ANALYSIS:

Out of 100 respondent that were questioned, data was collected for the project report, out of which
50% of the respondents have seen the ad in television.

ILLUSTRATION:

This survey shows when did the respondents first see the Cadbury advertisement. According to the
figure 50.9% is through television, 26.4% through newspaper, 13.2% through pamphlets, 6% through
hoardings and 4% through the radio.

60
ANALYSIS:

Out of 100 respondent that were questioned, data was collected for the project report, out of which 43.4%
are satisfied with the price.

ILLUSTRATION:

This survey shows if the respondents are satisfied by the price of the Dairy Milk Silk. 43.4% respondents
are satisfied with the price, while the 28.3% respondents are not satisfied with the price and the remaining
28.3 % are not sure.

61
ANALYSIS:

Out of 100 respondent that were questioned, data was collected for the project report, out of which 41.5%
of people or respondents eat Cadbury for celebration.

ILLUSTRATION:

According to the survey this is done to know what are the main reasons for having chocolates. 41.5% of
the respondents consume chocolates for celebrating or during any celebration. While 35.8% respondents
eat chocolate for relaxation, and 18.9% of the respondents consume chocolate to satisfy their hunger and
3.8% respondent consume for other reasons.

62
ANALYSIS:

Out of 100 respondent that were questioned, data was collected for the project report, out of which
73% of respondent voted for the availability of Cadbury in their nearby local shops.

ILLUSTRATION:

This survey shows if Cadbury is available in all nearby shops. According to the survey 73.1% of the
shops have Cadbury availability in every area, while 11.5% have voted for a no and 15.4 % of the
respondents have no idea.

63
 KEY FINDINGS:

1) Out of 100 respondent that were questioned, data was collected for the project report, out of which
51.9% were from 20-30 and 30.8% were from 10-20 age group.
2) Out of 100 respondent that were questioned, data was collected for the project report, out of which
50% of the respondents have seen the ad in television.
3) Out of 100 respondent that were questioned, data was collected for the project report, out of which
43.4% are satisfied with the price.
4) This survey shows how many percent of the respondents are aware of any marketing campaign held
by Cadbury. According to this figure 49.1% of the respondents are aware of the marketing campaign
of Cadbury. While 32.1% of the respondents are not aware of any marketing campaign of Cadbury.
And the rest 18.9% respondents are not sure.
5) This survey shows when did the respondents first see the Cadbury advertisement. According to the
figure 50.9% is through television, 26.4% through newspaper, 13.2% through pamphlets, 6% through
hoardings and 4% through the radio.

64
 CHAPTER – 6
ADVERTISING STRATEGIES OF CADBURY SILK

65
Cadbury India Limited (CIL), a part of the Cadbury Schweppes Group, is India’s leading confectionary
manufacturer. Cadbury’s Dairy Milk, 5 Star, Eclairs, Perk and Gems are the largest selling brands in their
segments. CIL is estimated to have a 65 percent share of the Indian chocolate market.

The Indian chocolate market is estimated to be worth Rs. 3.2 billion, with an annual growth rate of 10
percent Per Capita Consumption levels are very low in India, as compared to 8.7 kg per year in the U.K.
The market therefore offers tremendous potential for growth.

In this analysis, we examine some of the interesting aspects of Cadbury’s advertising strategy.

The Advertising Message

Chocolates have usually been viewed as something meant only for children. Perhaps realizing that children
would be attracted to any chocolate, irrespective of the brand, Cadbury targeted adults with their advertising
since the early 1990s. Most, if not all, of Cadbury’s advertisements in India feature people over 18 years
of age.

The message that Cadbury seems to be attempting to put across is this: “In every adult, there is a child - let
that child express itself, give in to temptation, and satisfy his or her desire to sink teeth into a smooth,
creamy, delicious chocolate”. This approach appears to be unique to Cadbury’s. Cadbury’s biggest
competitor, Nestle, often stresses the energy giving aspects of chocolate (for example, in advertising for
Nestle Charge), or on other attributes of the chocolate - taste in the case of Nestle Crunch, as a light snack
in the case of Nestle Bar One. Nestle specifically targets children in the advertising for Milky bar, its white
chocolate, again emphasizing its energy giving properties.
To counter Milky bar, CIL has the Dairy Treat - where it targets the mothers of children by trying to convey
the message that its product is full of the goodness of milk, and so equivalent to consuming milk itself.

66
Message Execution

Cadbury’s multi-award-winning campaign - ‘The Real Taste of Life’ - launched in the 90’s attempts to
capture the child like spontaneity in every adult. From the old man offering his wife a Dairy Milk
chocolate to the dancing girl in a crowd stadium, all reflect the impulsiveness and spontaneity of a child
in the adult

67
 Cadbury’s Perk, the light snack, addresses the hungry child in every adult, as exemplified by the bride
who nibbles at a Perk under her ‘pallu’. Cadbury’s Dairy Treat conveys its message through the mother
who refuses chocolates and other treats to her son, till Dairy Treat comes along and quickly changes her
opinion about chocolates.

Catchy lines such as ‘The Real Taste of Life’, ‘Khane Walo Ko Khane Ka Bahana Chahiye’, or ‘Reach for
the Stars’, are also used extensively, and to good effect in Cadbury’s advertisements.

Advertising Media

Television, the print media and posters have been the main media of communication for Cadbury’s
advertisements. However, with their understanding of the peculiarities of the Indian market, CIL has also
explored many new ways of getting their message across to the consumers.

Sheet Metal Dispensers: This purple salesperson for Cadbury’s is found in almost every shop stocking their
chocolates. Since it is placed on the cash counter, its design offers visibility, ease of vending, and protection
from the elements. It is also placed in the most appropriate position to cater to the impulse buyers. This
‘first’ from CIL has become so popular that is now the standard design for all chocolate manufacturers.

Visicoolers: Visibility for chocolates drops in the summer, as they disappear into the refrigerator. In high
throughput outlets, the visicooler serves the need for cooling while still maintaining the visibility of the
product.

Jars: These are provided to small outlets, where they are prominently displayed.

Vending machines: These high visibility machines are provided at busy locations.

Presence in Amusement Parks: Cadbury’s also maintains a presence in many amusement parks across the
country, strengthening the association of its chocolates with ‘fun’ occasions.

68
 CHAPTER – 7
SALES PROMOTION STRATEGIES OF CADBURY

69
Sales promotion includes incentive-offering and interest-creating
activities that are typically short- promoting events apart from advertising,
personal commercialism, substance and marketing. the aim of commercial is to stimulate, inspire and
influence the acquisition and different desired activity responses of the firm’s customers.”

CHARACTERISTICS OF SALES PROMOTION:-

Writing concerning commercial tools, Prof. Duke of Edinburgh Kotler observes – “they
have three distinctive characteristics.
1 Communication: They gain attention and typically give data which will lead the client to the
merchandise.
2 Incentive: They incorporate some concession, inducement, or contribution that offers price to the
buyer.
3 Invitation: They embody a definite invite to have interaction within the dealings currently (offer
valid until or until stocks last).

 Sales promotions are fairly difficult and an expensive tool of

promoting with infinite inventive potentialities.
 Sales promotion is any initiative undertaken by a corporation to market a rise in sales, usage or trial
of a product or service.
 The primary purpose is to induce client for immediate shopping for or dealer effectiveness or each.
 It is directed for multiple objectives, prefer to maintain sales throughout off season, to extend sales,
to face competition, to clear stocks, to boost image, to market new merchandise, etc.
 Sales promotion efforts encompass special commercialism efforts for the particular fundamental
measure in kinds of short incentives and schemes undertaken at client level, dealer level or at
salesmen level.
 It supports personal commercialism and advertising efforts. it's sort of a bridge between
advertising and private commercialism. It will increase effectiveness of different promotional efforts.
 The basic objective of commercial is to take care of, increase, or regulate sales. There is
also another connected objective to hold out sales’ promotional efforts.

70
Choice of right commercial methods has become necessary nowadays. you'll ne'er get success within
the market till you are doing not perceive your audience and still if you are
doing not place the commercial strategy, you can’t get success within the market. the
foremost necessary a part of the daily business activities is promoting
the merchandise finished merchandise purchasable. Attracting and holding a client is vital to form a
procurement. the businesses have opted several economical methods that are tried and tested over the
amount of your time. Stimulating the shopping for response within the targeted shoppers the
businesses deploy Sales Promotion; associate incentive offered for a shorter fundamental measure.

Organizations typically do promotional activities to extend their sales volume.

However, it's associate activity dispensed by organizations for
achieving several functions that are listed below:

 To stimulate client demand and attract prospective customers

 To increase market demand and market share
 To produce new a marketplace for a product
 To win stable sales pattern
 To encourage middlemen to store and provide merchandise
 To increase the sales volumes
 To improve producer-retailer relations
 To counter competitors sales strategy
 To inspire the business department
 To inform the market concerning the supply of the merchandise
 To introduce a replacement feature supplemental to associate existing product or introduce a
replacement line
 To produce whole awareness and build goodwill.

71
Advantages of commercial promotion:-
Sales Promotion offers several benefits to organizations, dealers and retailers related to the
business and also the finish customers UN agency get the merchandise. Some such benefits are:

 Boosts sales among a brief amount of your time.

 Makes customers switch between brands.

 Helps customers feel comfy with their purchase through trials.
 Enhances whole visibility.
 Helps Sales folks win sales volumes.
 Enhances relations between the organizations, business department, retailers and distributors.
 Helps retain customers.
 Helps rope in new set of consumers.
 Helps publicize new options supplemental to merchandise • Makes customers switch between
brands.

• Helps customers feel comfortable with their purchase through trials.

• Enhances Brand visibility.

• Helps Sales people achieve sales volumes.

• Enhances relations between the organizations, sales force, retailers and distributors.

• Helps retain customers.

• Helps rope in new set of customers.

• Helps publicize new features added to produc

72
73
 7.1 SALES PROMOTION BUDGET

1. One of the most difficult marketing decisions facing companies is how much to spend on promotion.
2. It is not stunning that industries and corporations vary significantly in what quantity they pay on
promotion.
3. It is vital to work out advertisement budgets before resorting to advertisement activities.
4. The resources and sales potentials area unit calculable before the formulation of budgets.
5. Sales promotion budgets ought to be adequate so they win the promotion objective.
6. Affordable Method: several corporations set the promotion budget at what they assume the corporate
afford.
7. This technique of setting budgets utterly ignores the role of promotion as AN investment and therefore
the immediate impact of promotion on sales volume.
8. It results in an unsure annual promotion budget, which makes long range market planning difficult.
9. Percentage of Sales Method: Many companies set their promotion expenditures at a specified
percentage of sales or of the sales price.
10. Automobile corporations usually budget a set proportion for promotion supported the planned will
worth.
11. A number of advantages are claimed for this method.
12. The percentage-of-sales technique implies that promotion expenditures area unit doubtless to vary
with what the corporate will afford – that satisfies the monetary managers, who feel that expenses
should bear a close relevance the movement of company sales over the variation.
13. This technique additionally encourages management to assume in terms of the connection between
promotion value, selling price and profit per unit.
14. The major downside of this technique is that it doesn't give a logical basis for selecting the precise
proportion except what has been tired the past or what competitors are doing.
15. It conjointly doesn't encourage build up the promotion budget by determinant what every product
and territory deserve.
16. Competitive-Parity Method: Some corporations set their promotion budget to attain share-of-wise
parity with their competitors.
17. Two arguments are advanced for this method.
18. One is that the competitors expenditures represent the collective knowledge of the trade.
19. The other is that maintaining a competitive parity helps stop promotion wars.
Further a lot of, there's no proof that budgets supported competitive parity discourage promotional wars
74
from breaking out.
Objective-and-Task-Method: The objective-and-task method calls upon marketers to develop their
promotion budgets by defining their specific objectives, determining the tasks that must be performed to
achieve these objectives and estimating the costs of performing these tasks.

This methodology has the advantage of requiring management to spell out its assumptions concerning
the connection between rupees spent, exposure levels, trial rates and regular usage.

7.2. SALES PROMOTION STRATEGIES

Promoting your business is a crucial a part of your daily activities.
After all, if customers don't seem to be manifestation, then you cannot build a purchase.
To promote your business in an efficient method, think about using the tried and true sales ways of
"Push" and "Pull " ways.

Push Sales Strategy

If a firm decides to use push strategy, its efforts square measure directed at resellers and also the
manufacturer becomes terribly hooked in to their personal commerce skills and efforts.

The promotional efforts square measure targeted at pushing the merchandise through the distribution
channels; the resellers could also be needed to show, demonstrate and offer discounts, to sell the
product.
The communication to resellers is mostly through trade circulars or the sales department.

Push strategies generally appropriate for

 Product categories where there is low brand loyalty.
 Where many acceptable substitutes are available in the market.
 Relatively new products are to be launched.
 When the brand choice is often made in response to displays in the stores,
 The product purchase is unplanned or on impulse and
 The consumer is familiar and has reasonably adequate knowledge about the product.

75
  Manufacturers, United Nations agency cannot afford to interact in sustained mass advertising,
usually use push strategy and supply effective incentives to dealers.
Retailer promotion: get Cadbury’s product price Rs.3000/- and find any thirty chocolates price Rs.5
every free.
Through this supply the corporate is pushing its product to the merchants and currently that the
merchant has enough incentive the merchant stocks a lot of and therefore it becomes essential for the
retailer to push the merchandise to the shoppers.
Push promoting ways are typically wont to gain product exposure. Once a product becomes established
within the market, a pull promoting strategy is employed

Manufacturers, world organization agency cannot afford to own interaction in sustained mass
advertising, generally use push strategy and provide effective incentives to dealers.
Retailer promotion: get Cadbury’s merchandise value Rs.3000/- and acquire any thirty chocolates value
Rs.5 each free.
Through this offer the company is pushing its product to the distributors and presently that the distributor
has enough incentive the distributor stocks a great deal of and then it becomes essential for the merchant
to push the merchandise to the consumers.
Push promoting ways that unit of measurement generally used to gain product exposure. Once a product
becomes established among the market, a pull promoting strategy is used.

As illustrated higher than, a push selling strategy involves victimization selling activities to push a product
to customers.

With relevance the illustration higher than, a production company could try and persuade a merchant to
stock its product.

Once the retailer stocks the product, the retailer pushes the products to consumers at a slight mark-up, who
purchases them.

A push selling strategy is contrasted with a pull selling strategy, where marketing activities are done directly
to consumers.

Advantages of push marketing strategies

• It is useful for manufacturers that are trying to establish a sales channel and are seeking distributors to
help with product promotion.
76
• It creates product exposure, product demand, and consumer awareness about a product.

• Demand can be forecastable and predictable as the producer is able to produce and push as much or little
product to consumers.

• Economies of scale can be realized if the product is able to be produced at scale due to high demand

Pull sales strategy

A pull marketing strategy, also called a pull promotional strategy, refers to a strategy in which a firm
increases demand for its products and draws (“pulls”) consumers to the product. Pull marketing strategies
revolve around getting consumers to want a particular product.

A pull selling strategy is utilized by itself or in conjunction with a push selling strategy.

In a pull selling strategy, the goal is to make a consumer actively seek a product and get retailers to stock
the product due to direct consumer demand.

The Pull selling Strategy is best once the distributors aren't able to promote or advocate a product .The
Company advertises the merchandise to draw in sizable amount of customers and produce the customers to
the sale purpose of the merchandise i.e. pulling the Consumers from the Marketing Channels. The objective
of Pull Sale Strategy is to convince the client to undertake out the new product, attract the purchasers
towards your product, forcing the shoppers to reject the competitor product, making client loyalty and
building robust client relationships.

The consumer will contact the retailers for the product, the retailer then contacts the whole sellers and whole
sellers then contact the Manufacturers for the products.

A pull strategy is appropriate when: -

The product demand as high.

It is attainable to differentiate the merchandise on the premise of real or emotional options.

Brand shoppers show high degree of involvement within the product purchase,

There is fairly high complete loyalty and shoppers create complete alternative call before they are going to
the shop.

77
Advantages of pull sales strategy

There are a unit many blessings to a pull promoting strategy:

• Able to establish direct contact with consumers and build consumer loyalty

• Stronger bargaining power with retailers and distributors

• Focuses on creating brand equity and product value

• Consumers are actively seeking out the product, which removes the pressure of conducting outbound
marketing.

• Used to test a product’s acceptance in the market and gain feedback on the product

Illustration of a Pull Marketing Strategy

A pull marketing strategy is illustrated as follows

As illustrated above, a pull marketing strategy involves using marketing activities to pull consumers to its
products.

With regard to the illustration on top of, a production company runs promoting campaigns on to shoppers.

Due to the promoting campaigns, consumers seek out a particular product and go to retailers to purchase
the product.

Retailers reach intent on the producer to stock the merchandise thanks to direct shopper demand.

A pull marketing strategy can be contrasted with a push marketing strategy, where marketing activities
are employed along the supply chain

Sales Promotion Strategies Used in Cadbury Dairy Milk Silk

Both push and pull strategies are used in promoting Cadbury dairy milk silk.

78
1.Discount price during valentine day:

10 % off on Cadbury dairy milk silk.

2.Free gifts during Diwali: Buy a pack of four dairy milk chocolates and gift your partner a special
printed t-shirt from Cadbury.
3.E-mail Marketing: Email Marketing helps us interact with our audience while promoting our brand
and increasing sales. Email marketing can play a key role in both the promotion and growth of our business
Creating brand awareness especially for LGBT community through email.

79
 CHAPTER – 8

Media Strategies of Cadbury

80
8.1. Social Media Marketing of Cadbury

We all are an enormous fan of Cadbury farm milk; Love all the chocolate merchandise like Cadbury Silk,
Cadbury Crackle and Cadbury Marvelous, Cadbury Fruit-n-Nut then on… Every time that we tend to
need “Kuch Meetha metal Jaye” – solely Cadbury farm Milk.
Cadbury seems to be readymade for social promoting because it may be a historic complete with
merchandise that folks love.

The social media campaign “Free to Love” for the brand Cadbury (Dairy Milk Silk) had following
objectives:
1.To connect with the target audience during the Valentine week and recruit new users for the chocolate in
the Valentine week. To engage the audience across social media and promote the chocolate. To build a
rapport of the brand in the market.
We will share the data however Cadbury uses social media promoting with specific specialize in Twitter
and Facebook and appearance at different platforms.

Twitter:
Cadbury has established and had variety of Twitter handles for it completely different| completely different}
merchandise and a few with different countries they need markets and conjointly one specifically for his or
her traveler attraction.

81
 Cadbury has simply biggest followers on their Cadbury UK and for this reason, we have a tendency to
discovered the very best presence on this account, however, posts aren't as frequent as foreseen and

are somewhat irregular.

Updates from Cadbury Ireland and Cadbury World are more consistent and although the content on
Cadbury Ireland is much the same as Cadbury UK, they post on a daily basis, unlike the UK account
which is slightly intermittent.

The Cadbury content shares the twitter accounts area unit typically terribly light-hearted and relevant to
their whole image.

Cadbury often promotes their latest product; however, they vary their posts about each product, adding a
different creative spin to them, rather than reposting the same ads.

They additionally frequently share recipes that individuals will create reception victimization Cadbury’s
chocolate.

Facebook:

Cadbury includes a range of Facebook pages, including their primary Cadbury page as well as separate
pages for Cadbury world and some of their most popular brand product including Dairy

milk, including Crème Egg and Bourneville.

The first factor to notice is that each one the pages of Cadbury are:

• Updating on a daily basis with brand-related content,

• Ranging from straightforward product promotions to recipe ideas.

• Maintaining Facebook presence and interacting with the customers

• Attract more users (thousands of likes and tens of comments)

Cadbury’s area unit typically pretty sensible at interacting with their fans on Facebook and regularly reply to
their comments and inquiries announce on their updates.

82
Like on Twitter, they typically return up with kinky comebacks to fan comments and area unit perpetually
polite and useful once shoppers need help or area unit creating a grievance. Other Platforms

Google+:

Cadbury incorporates a Brobdingnagian following of around four,000,000 on Google+, however, they solely
post each few weeks and therefore the recent content has been restricted videos, also shared on Twitter and
Facebook.

There is no interaction with fans of the page through comments, like on the opposite platforms.

Pinterest:

Cadbury has created simply 5 boards and fastened a grand total of 116 pictures.

Thankfully Cadbury hasn’t fallen into the same old lure of solely promise its own content; but, it’s tough to
check what the social team is hoping to attain by maintaining

this account.

Cadbury has simply 622 followers and there doesn’t appear to be any real strategy behind it.

The latest board is unquestionably the foremost engaging and includes a variety of pictures showing formula
concepts that use Cadbury product.

Instagram:

Cadbury Instagram account was inactive, there was terribly unsuccessful to inform regarding.

They feel it's an ideal platform for an inventive or fun whole like them.

Used to oftentimes share pictures of homemade desserts created mistreatment Cadbury’s product.

Cadbury has just 29.5k followers would love to see them back in action!

83
 CHAPTER – 9

Print Advertisement of Cadbury

84
The key thought for Cadbury Dairy Milk (CDM) Silk on Valentine’s Day was – ‘Looking for the right
way to say it FreetoLove. We set benchmarks with our print innovation for Valentine’s Day This year,
we gave our consumers a sweet surprise on the special da y. Our endeavor has always been to give that
extra nudge in the direction of love and have people wake up to a delightful start on 14th Feb since
Cadbury Dairy Milk Silk is the epitome of a sweet romance.” This Valentine’s Silk came out with a
special edition. By amplifying its existing ‘Pop Your Heart Out with Silk’ and #free to love campaign

The task for us was to create communication for it that would add to the delight” Whether it is a school
sweetheart, office romance or a travel crush, Cadbury

Dairy Milk Silk breaks all barriers, age and cultural urging people to not let any kind of love go unsaid.

The TVC opens with a meet-up where members from young to old are shown narrating their love
stories, talking about how letting go off that hesitation could have changed

the course of their love lives and ‘only if they would’ve expressed to the one they favorite, things would
have been different.

They receive a bar of the Cadbury Dairy Milk Silk Pop Your Heart Out, nudging them to set aside their
hesitation and simply #free to love.

Consumers these days area unit trying on the far side product and services, they are

85
 looking at experiences that can create memories.

The classic style of Cadbury chocolates gives you the explanation to celebrate this occasion together
with your beloved.

To proportion the heart-pop initiative and support the digital film and also the innovative heart formed gift
pack, Mondelez Asian nation has dedicated a 360-degree integrated promoting campaign which has

TV integrations, high impact outside activation, on ground, digital and in-store promotions.

Mondelez India has also partnered with Gully Boy, one of the movies of 2019 building in co-branded
promotions to create high impact digital buzz during Valentine’s Day. Apart from this, the brand has also
undertaken strategic tie-ups with Amazon Store, PVR Cinemas, Ola app integrations to ensure maximum
reach.

Creating saliency with the merchandise, and taking it to consecutive level by being gift across all youth
relevant bit points like Snapchat, Tik Tok, music apps like Gaana,

Wynk, food apps like Zomato and using celeb influencers is making millions of people Pop their Hearts
out.

86
 CHAPTER – 10

Advertisement Budget on Cadbury

87
An advertising budget is AN estimate of a company's promotional expenditures over a definite period of
time.
More significantly, it's the cash an organization is willing to line aside to accomplish its promoting
objectives.
When making AN advertising budget, an organization should weigh the worth of paying AN advertising
dollar against the worth of that dollar as recognized revenue.
An advertising budget {is parties a component is AN element} of a company's overall sales or promoting
budget that may be viewed as an investment during a company's growth.
The best advertising budgets—and campaigns—focus on customers' desires and determination their issues,
not company issues like AN buy in reduction.

Before electing a selected advertising budget, firms ought to check that determinations to confirm that the
budget is in line with their promotional and promoting goals:

• Target consumer: Knowing the patron and having their demographic profile will facilitate guide
advertising pay.

• Type of media that is best for the target consumer: Mobile or internet advertising— via social media—
may be the answer, although traditional media, such as print, television, and radio
may be best for a given product, market, or target client.
• Right approach for the target consumer: Depending on the product or service, consider if appealing to
the consumer's emotions or intelligence is a suitable strategy.
• Expected profit from each dollar of advertising spend: This may be the most important question to
answer, as well as the most difficult

9.1. Approaches of budget

Our approach for budgeting is The Task/Objective method. First let us understand what is task/objective
method. It is basically defining the task/objective to improve distribution system in a place where there is
weak distribution.
To improve product modification. To create brand awareness towards particular market area. Determining
the amount required to achieve the objective i.e., media fix, frequency. Determining whether the amount is
affordable or not. Finalizing a budget. Executing the budget and follow up.

88
Our Agency: Ogilvy & Mather, Mumbai
Brand: Cadbury Dairy Milk
Campaign: Free to love!
Target Audience: Across age groups; pan India
Business Objective: To recreate the thrill of getting tasted Cadbury farm Milk for the primary time,
emphasizing that it ‘tastes a lot of chocolatey’ thanks to revised formulation.
Total Amount: - Rs. 9,00,000/-
a) Agency: - Rs. 3,75,000/-
b) Print ad: - Rs. 3,00,000/-
c) Media ad: - Rs. 75,000/-
d) Sales Promotion Budget: - Rs. 1,50,000/-
Limitations:
Following are the limitations of the method:
(a) The method completely ignores the role or need of advertising in the competitive market environment.
(b) In long run, it leads to uncertain planning as there is no guarantee that the company will spend for
advertising.
(c) Except company financial position, other factors like company’s need for advertising, consumer base,
competition, and so forth are ignored.
(d) This method only guides that a company should not spend beyond its capacity.
(e) This is not a method in real sense.
(f) There is possibility of bias in deciding advertising amount.

89
 CHAPTER –11
MAJOR FINDING AND CONCLUSION

90
Cadbury is one of the best-known brands int eh world today. It is a brand which associated with high levels
of quality and customer satisfaction.

The ongoing growth of Café Cadbury provides a flagship that further helps to enhance the reputation of the
Cadbury Masterbrand.

At an equivalent time, it provides customers with the chance to indulge themselves within the enjoyment
of top-quality merchandise during a hospitable setting.

We also conclude that our hashtag free to love will affect millions of people heart and it will motivate
millions of people to confess their love.

91
CHAPTER 12
SUGGESTIONS

92
 Perform a detail demand survey at regular intervals to know about the unique needs and requirements
of the customer.
 The company should make hindrance free arrangements for its customers/retailers to make any feedback
or suggestions as and when they feel.
 The company should focus to bring in some more flavours like diet chocolates and other low-calorie
offerings. Cadbury India can also introduce some fruit-based chocolates.
 Cadbury’s distribution channel is mostly through retail. Whereas, the competitors also concentrate more
on the multiplexes, supermarkets and restaurants. Cadbury should try to increase their distribution in
these areas too.
 The company must keep a watch on its primary competitors in market in order to be able to compete
with them.
 To company should be always in a position to receive continuous feedback and suggestions from its
customers as well as from the market and try to solve it without any delay to establish its own good
credibility.
 A strong watch should be kept on distributors so that the goodwill of the BRAND doesn’t get affected.
 Marketing team should increase the availability of Cadbury in rural areas.

93
CHAPTER –14
ANNEXURE

94
 QUESTIONNAIRE: -
1. What is your age?
a) 10-20
b) 20-30
c) 30-40
d) 40-50
e) 50 above

2. What is your gender?

a) Male
b) Female

3. Do you eat chocolates?

a) Yes
b) No
c) Maybe

4. How often do you eat chocolates?

a) Regularly
b) Sometimes
c) Never

5. Which brand of chocolates do you prefer?

a) Cadbury
b) Nestle
c) Amul
d) Others

6. Are you aware of Cadbury silk?

a) Yes
b) No
c) Maybe
95
7. Are you aware of any marketing campaign of Cadbury?
a) Yes
b) No
c) Maybe

8. When you think of Cadbury which chocolate comes to your mind?

a) Dairy Milk
b) Five stars
c) Perk
d) Silk
e) Another

9. What made you buy Cadbury silk?

a) Taste
b) Price
c) Packaging
d) Advertisement
10. What according to you is the best feature of Cadbury advertisement?
a) Emotional appeal
b) Jingles
c) Storyline
d) Visuals of Chocolate
e) Celebrity appearance
f) Other

11. How appealing do you find Cadbury’s Advertisement?

a) Strongly Disagree
b) Disagree
c) Neutral
d) Agree
e) Strongly Agree

96
12. Where did you see Cadbury’s advertisement?
a) Television
b) Newspaper
c) Pamplets
d) Hoardings
e) Radio
f) Others

13. Do you think the standard price of dairy milk silk is fair?
a) Yes
b) No
c) Maybe

14. What is one main reason out of the following for you to have chocolates?
a) Hunger
b) Relaxation
c) Celebration
d) others

15. Is Cadbury Silk available to you in nearby shops?

a) Yes
b) No
c) Maybe

97
CHAPTER 15
BIBLOGRAPHY

98
Reference :

1) https://en.wikipedia.org/wiki/Cadbury_Dairy_Milk

2) https://www.marketing91.com/marketing-mix-of-cadbury/

3) http://lighthouseinsights.in/cadbury-silk-valentine-day-sayitwithsilk.html/

4) http://www.businessstudynotes.com/marketing/marketing-management/types-sales- promotion-
strategies/
5) https://www.investopedia.com/terms/a/advertising-budget.asp

6) https://www.nfib.com/content/resources/marketing/how-to-set-an-advertising-budget- 50601/
7) https://www.ppcchamp.in/cadbury-uses-social-media-marketing/

8) https://in.mondelezinternational.com/newsroom/say-it-with-silk

99
100
101