“TO STUDY ON THE CORRELATION

BETWEEN SALES AND

ADVERTISEMENT”

SUBMITTED TO: SUBMITTED BY:

MR AMRISH CHANDRA santosh kumar maurya

MARKETING FACULITY 8nbkr035

INC KANPUR

CONTENTS
Acknowledgement

Introduction to Cadbury

Profile of the Company

Overview of the Cadbury

Brand Building of Cadbury Dairy Milk

Different Product of Cadbury

Advertisement of Cadbury

SWOT of Cadbury

Executive summary

Conclusion
I am thankful to Mr. Amrish Chandra who helps me in preparing this management thesis
and gave me proper guidelines to me to complete this management thesis which covers to
study on the correlation between sales and advertisement of Cadbury.

I am also thankful to all those respondents whose gave me response to me in completion of

this management thesis.
I am also thankful to all those persons who help me in making of this management thesis
successfully.
 Introduction to Cadbury

GEORGE CADBURY FOUNDER OF THE TRUST 1839 – 1922

Cadbury is a leading global confectionery company with an outstanding portfolio of

chocolate, gum and candy brands. We create brands people love - brands like Cadbury,
Trident and Halls.

Our heritage starts back in 1824 when John Cadbury opened a shop in Birmingham selling
cocoa and chocolate. Since then we have expanded our business throughout the world by a
programmer of organic and acquisition led growth. On 7 May 2008, the separation of our
confectionery and Americas Beverages businesses was completed creating Cadbury plc
with a vision to be the world's BIGGEST and BEST confectionery company.
 Profile of the Company

Type Confectionery

Founder George Cadbury

Current owner Cadbury plc

Country of origin United Kingdom

Introduced 1905 Related brands Cadbury products

Markets World Website www.cadbury.co.uk

COMPANY OVERVIEW
Cadbury is a leading global confectionery company with an outstanding portfolio of
chocolate, gum and candy brands. We employ around 50,000 people and have direct
operations in over 60 countries, selling our products in almost every country around the
world.
In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of
existence, it today has five company-owned manufacturing facilities at Thane, Induri
(Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales
offices (New Delhi, Mumbai, Kolkota and Chennai). The corporate office is in Mumbai.
Our core purpose "creating brands people love" captures the spirit of what we are trying
to achieve as a business. We collaborate and work as teams to convert products into
brands. Simply put,we spread happiness!
Currently Cadbury India operates in four categories viz. Chocolate Confectionery, Milk
Food Drinks, Candy and Gum category. In the Chocolate Confectionery business, Cadbury
has maintained its undisputed leadership over the years. Some of the key brands are
Cadbury Dairy Milk, 5 Star, Perk, Éclairs and Celebrations. Cadbury enjoys a value
market share of over 70% - the highest Cadbury brand share in the world! Our flagship
brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. The
pure taste of CDM defines the chocolate taste for the Indian consumer.
In the Milk Food drinks segment our main product is Bournvita - the leading Malted Food
Drink (MFD) in the country. Similarly in the medicated candy category Halls is the
undisputed leader. We recently entered the gums category with the launch of our
worldwide dominant bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries
worldwide.
Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For
over two decades, we have worked with the Kerala Agriculture University to undertake
cocoa research and released clones, hybrids that improve the cocoa yield. Our Cocoa team
visits farmers and advises them on the cultivation aspects from planting to harvesting. We
also conduct farmers meetings & seminars to educate them on Cocoa cultivation aspects.
Our efforts have increased cocoa productivity and touched the lives of thousands of
farmers. Hardly surprising then that the Cocoa tree is called the Cadbury tree!
Today, we are poised in our leap towards quantum growth. We are a part of the Cadbury
PLC, world's leading Confectionery Company. Yes, like we said we will continue to spread
happiness!

Brand Building of Cadbury Dairy Milk

The story of Cadbury Dairy Milk started way back in 1905 at Bourneville, U.K., but the
journey with chocolate lovers in India began in 1948.
The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think
of Cadbury Dairy Milk.

The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury
Dairy Milk with a variety of ingredients and are very popular amongst teens & adults.
Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater to the urge for
'something sweet' after meals.

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

Cadbury Dairy Milk has been the market leader in the chocolate category for years. And
has participated and been a part of every Indian's moments of happiness, joy and
celebration. Today, Cadbury Dairy Milk alone holds 30% value share of the Indian
chocolate market.

In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for
children. In the Mid 90's the category was re-defined by the very popular `Real Taste of
Life' campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to
the child in every adult. And Cadbury Dairy Milk became the perfect expression of
'spontaneity' and 'shared good feelings'.

The 'Real Taste of Life' campaign had many memorable executions, which people still
fondly remember. However, the one with the "girl dancing on the cricket field" has
remained etched in everyone's memory, as the most spontaneous & un-inhibited expression
of happiness.
This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby
(Ad Club, Mumbai) awards.

In the late 90's, to further expand the category, the focus shifted towards widening
chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane Ka
Bahana Chahiye' campaign. This campaign built social acceptance for chocolate
consumption amongst adults, by showcasing collective and shared moments.

More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with
celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street
language. It has been adopted by consumers and today is used extensively to express joy in
a moment of achievement / success. The interactive campaign for "Pappu Pass Ho Gaya"
bagged a Bronze Lion at the prestigious Cannes Advertising Festival 2006 for 'Best use of
internet and new media'. The idea involved a tie-up with Reliance India Mobile service and
allowed students to check their exam results using their mobile service and encouraged
those who passed their examinations to celebrate with Cadbury Dairy Milk.

The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated
Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006
(global benchmark for effective advertising campaigns) awards.
OTHER MORE BRANDS OF CADBURY

1. CHOCOLATES

5-star.

Chocolate lovers for a quarter of a century have indulged their taste buds with a Cadbury 5
Star. A leading knight in the Cadbury portfolio and the second largest after Cadbury Dairy
Milk with a market share of 14%, Cadbury 5 Star moves from strength to strength every
year by increasing its user base.
Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat
inside, Cadbury 5 Star has re-invented itself over the years to keep satisfying the
consumers taste for a high quality & different chocolate eating experience

PERK

A pretty teenager; a long line, and hunger! Rings a bell? That was how Cadbury launched
its new offering; Cadbury Perk in 1996. With its light chocolate and wafer construct,
Cadbury Perk targeted the casual snacking space that was dominated primarily by chips &
wafers. With a catchy jingle and tongue in cheek advertising, this 'anytime, anywhere'
snack zoomed right into the hearts of teenagers.

Raageshwari started the trend of advertising that featured mischievous, bubbly teenagers
getting out of their 'stuck and hungry' situations by having a Cadbury Perk. Cadbury Perk
became the new mini snack in town and its proposition "Thodi si pet pooja" went on to
define its role in the category.

CELEBRATIONS

Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and
dry- fruits during festive seasons.

Cadbury Celebrations is available in several assortments: An assortment of chocolates like

5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy
milk chocolate in 5 variants, Almond magic, raisin magic, cashew magic, nut butterscotch
and caramels.
The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is an
exotic range of chocolate covered dry fruits and nuts in various flavours and the premium
dark chocolate range which is exotic dark chocolate in luscious flavours.

Cadbury Celebrations has become a popular brand on occasions such as Diwali, Rakhi,
Dussera puja. It is also a major success as a corporate gifting brand. The communication is
based on the emotional route and the tag line says "rishte pakne do" which fits with the
brand purpose of strengthening your relationships with something sweet.

2. SNAKS
Cadbury Bites

Cadbury Bytes was launched in 2004-05 as Cadbury's foray into the rapidly growing
packaged snack market.

Cadbury Bytes is positioned as the 'only sweet snack' in the world of salty snacks. The
proposition we have arrived at is "Snacking ka method fund a", where we take a pot-
shot at other snacks, by saying `Har snack namkeen nahi hota'. The product is all about
breaking a cliché and teenagers identify with breaking stereotypes. The new
commercials- 'Tommy' and 'Villain', talk about breaking the stereotype.

3. BEVERAGES

Bournvita

Cadbury was incorporated in India on July 19th, 1948 as a private limited company under
the name of Cadbury-Fry (India). Cadbury Bournvita was launched during the same year.
It is among the oldest brands in the Malt Based Food / Malt Food category with a rich
heritage and has always been known to provide the best nutrition to aid growth and all
round development.

Throughout it's history, Cadbury Bournvita has continuously re-invented itself in terms of
product, packaging, promotion & distribution. The Cadbury lineage and rich brand
heritage has helped the brand maintain its leadership position and image over the last 50
years.
 4. CANDY

HALLS

Halls accounts for 50% of international cough drop sales and is the leading sugar
confectionery brand in the world. In 1930’s, the Hall brothers invented its Mentho-Lyptus
formula, using a combination of menthol and eucalyptus, and began producing cough
drops. The cough drops were introduced into the US during the mid-1950s. Warner-
Lambert recognised the potential of the product and acquired Halls in 1964. In 1971,
Warner Lambert began selling Halls under the Adams family, and the first national
television campaign was aired in the US & the results were a resounding success.

5. GUMS

Bubbaloo

Cadbury India has expanded its confectionary portfolio in 2007 by foraying into the Bubble
gum category with the launch of Bubbaloo Bubblegum- a successful bubblegum brand
from its international portfolio.

Bubbaloo is an innovative soft bubblegum with a centre filled liquid.

It is filled with a high level of a great tasting fruit flavoured liquid that floods your mouth
instantly.

Bubaloo is currently available in two yummy flavors- Strawberry and Mixed Fruit.

The communication focuses on the "fun filled liquid centre " of Bubbaloo and is anchored
by “Bubba- the cat”, the international mascot for the brand Bubbaloo.
 QUALITY OF CADBURY
Market high quality, superior value products that consistently meet our specifications and
comply with local regulatory requirements, while continuously improving and exceeding
our consumers’ expectations.

2. Guarantee that our customers and consumers come first by actively listening and
understanding their quality and value expectations at the points of purchase and
consumption.

3. Ensure that any representation of our company image, including our products and
trademarks, meet approved standards, reinforce our commitment to quality and safeguard
the reputation of Cadbury.

4. Maintain a “right first time” culture that consistently embraces quality and food safety,
where everyone understands their responsibilities and accountabilities.

5. Operate audited quality management systems that continually improve processes to

deliver this policy and our standards.

6. Assign clear management accountability for setting and meeting measurable goals and
targets for quality and food safety.

7. Work with our supply chain and business partners to assure compliance with our quality
policy and systems, ensuring quality throughout our supply chain.

8. Place continuous improvement at the heart of our performance enabling us to deliver

superior products and service to our consumers and customers.

9. Create a passion for quality where success and achievement are communicated,
recognised and celebrated.
 ADVERTISEMENTS OF CADBURY

Dairy Milk has always tried to keep a strong association with milk, with slogans such as "a
glass and a half of full cream milk in every half pound" and advertisements that feature a
glass of milk pouring out and forming the bar.

A campaign for the Fruit & Nut variety ("everyone's a fruit and nutcase") was particularly
memorable and featured the writer, radio and television personality Frank Muir
On 9 March 1976 American singer Neil Diamond performed a concert televised throughout
Australia during which he did a humorous live commercial for Dairy Milk. This concert,
including the ad as a bonus selection, was released on DVD on 1 July2008

In 2004, Cadbury's started a series of television advertisements in the United Kingdom and
Ireland featuring a person and an animal representing the person's happiness debating
whether to eat one of a range of bars including Dairy Milk.

In 2005, Cadbury's original Dairy Milk bar celebrated its 100th birthday, being first sold in
1905. It remains the UK's biggest selling chocolate brand. Dairy Milk is sold in the United
States under the Cadbury label, but it is manufactured by the Hershey's company in
Pennsylvania

In 2007, Cadbury's launched a new advertising campaign entitled Gorilla from a new in-
house production company called "Glass And A Half Full Productions". The advert was
premièred during the season finale of Big Brother 2007 and consists of a gorilla at a drum
kit, drumming along to the Phil Collins song "In The Air Tonight “ It is supposed to relate
the joy of playing drums to that of eating a chocolate bar. The advert has now become
extremely popular with over two million views on You tube, and has put the Phil Collins hit
back into the UK charts.

On 28 March 2008 the second Dairy Milk advert produced by Glass and a Half Full
Productions aired. It features several trucks at night on an empty runway at a Mexican
airport racing to the tune of Queen's "Don't Stop Me Now". The ad campaign ran at the
same time as the problems at Heathrow Terminal 5 with baggage handling; in the advert
baggage was scattered across the runway.

On 5 September 2008, the Gorilla advert was relaunched with a new soundtrack – Bonnie
Tyler's "Total Eclipse of the Heart" – a reference to online mash-ups of the commercial.
Similarly, a version of the truck advert appeared, using Bon Jovi's song "Livin' on a
Prayer".
SWOT ANALYSIS OF CADBURY

Strengths

• Cadbury is the largest global confectionery supplier, with 9.9% of global market
share.
• Strong manufacturing competence, established brand name and leader in
innovation.
• Advantage that it is totally focused on chocolate, candy, chewing gum, unique
understanding of consumer in these segments.

Weaknesses

• The company is dependent on the confectionery and beverage market, whereas

other competitors e.g. Nestle have a more diverse product portfolio, where profits
can be used to invest in other areas of the business and R&D.
• Other competitors have greater international experience - Cadbury has traditionally
been strong in Europe. New to the US, possible lack of understanding of the new
emerging markets compared to competitors.

Threats

• Worldwide - there is an increasingly demanding cost environment, particularly for

energy, transport, packaging and sugar. Global supply chain in low cost locations.
• Competitive pressures from other branded suppliers (national and global).
Aggressive price and promotion activity by competitors - possible price wars in
developed markets.
 • Social changes - Rising obesity and consumers obsession with calories counting.
Nutrition and healthier lifestyles affecting demand for core Cadbury products.

Opportunities

• New markets. Significant opportunities exist to expand into the emerging markets of
China, Russia, India, where populations are growing, consumer wealth is increasing
and demand for confectionery products is increasing.
• The confectionery market is characterized by a high degree of merger and
acquisition activity in recent years. Opportunities exist to increase share through
targeted acquisitions.
• Key to survival within the FMCG market is increasing efficiency and reducing costs.
Cadbury Fuel for Growth and cost efficiency programmes seek to bring cost savings
by: 1) Moving production to low cost countries, where raw materials and labour is
cheaper ii) reduce internal costs - supply chain efficiency, global sourcing and
procurement, and wise investment in R&D.
• Innovation is key driver. To respond to changes in consumer tastes and preferences
- healthier snacks with lower calories need to be developed. R&D and product
launches have led to sugar-free & center filled chewing gum varieties and Cadbury
premium indulgence treat. Low-fat, organic and natural confectionery demand
appears strong.

• had an excellent double digit volume growth

• "Bournvita" didn’t have major volume growth. (but of late it is favourably growing)

Sugar confy. had static growth with larger share of "Eclairs" (with 33% price increase
effected

Conclusion
The name of my Product is CADBURY CHOCOLATE Its cost is 5-30 Rs and it targets the
youths of the country. The product is at present at the growth stage of its product life cycle.
The Brand ambassador of CADBURY is the Bollywood superstar Hritik Roshan. &
AMITAB BACHHAN. The distribution channel and selling is done through the product is
enjoying lots of profit these days. The different channels advertisement and the promotion
plan of the product will be done on its peak so as to get more and more consumers from the
target market. The marketing department of the company will keep an eye on all the
happenings and will change the marketing strategies as according to the marketing
conditions.For the launching of my product for the first time this will be the entire
marketing plan for CADBURY CHOCOLATE