SUBJECT NAME : CONSUMER BEHAVIOUR

TOPIC NAME : CONSUMER BEHAVIOUR WITH

REFERENCE TO READY TO EAT/COOK – CADBURY

NAME : GUNJ BHUPESH PATEL

CLASS : SYBMS

DIV : D

ROLL NO : 017

EMAIL ID : [email protected]

CONTACT NUMBER : 9833860065

 PROJECT REPORT
ON
READY TO EAT/COOK - CADBURY
IN THE COURSE
CONSUMER BEHAVIOUR
SUBMITTED BY
GUNJ BHUPESH PATEL
ROLL NO
SDMS017D
(SEMESTER III)
UNDER THE GUIDANCE OF
MRS. DAMAYANTI PREMIER
ACADEMIC YEAR
2022 - 2023
 CERTIFICATE
 
This is to certify that Mr. /Ms GUNJ PATEL roll number
SYDMS017D of first year BMS Semester III(2023- 2024)
has successfully completed the Project on CONSUMER
BEHAVIOUR WITH REFERENCE TO READY TO
EAT/COOK per the guidelines of KES’ Shroff College of Arts
and Commerce, Kandivali(W), Mumbai-400067.
 
 

Teacher In-charge Principal

Name & Signature Dr. L. Bhushan
 I. INTRODUCTION

• CONSUMER BEHAVIOUR MEANING

Consumer behavior is the study of consumers’ action during searching for, purchasing, using,
evaluating and disposing of products and services they expect will satisfy their need. It helps
marketers in understanding consumer decision-making process.
Consumer behaviour can be defined as “activities people undertake when obtaining,
consuming, and disposing of products and services” is provided and detailed.
 Obtaining “activities leading up to and including the purchase or receipt of a
product”.
 Consuming “how, where, when, and under what circumstances consumers use
products”.
 Disposing “how consumers get rid of products and packaging”.

• CONSUMER BEHAVIOUR DEFINITION

Consumer behavior is the process whereby individuals decide what, when, where, how and
from whom to purchase goods and services. 
Walters and Paul

• WHAT IS CONSUMER BEHAVIOUR?

Consumer behavior is the analysis of how consumers make decisions about what to buy,
when to buy it, and how to do so. As well as purchasing behavior, it also involves how
consumers think about various brands, how they choose between them, how they behave
while deciding what to buy and how they are influenced by marketing campaigns, personal
preferences, social and economic pressures and the wider culture.

Understanding consumer buying behavior is vital for marketers, as it sheds light on why
consumers make the decisions they do. In turn, this will help marketers to understand which
of their campaigns are more effective, and to more highly target their marketing spend in the
future, increasing return on investment.

There are three types of human needs: basic needs (such as food, water, warmth and
security), psychological needs (such as loving relationships) and self-fulfillment needs
(reaching one’s full potential). When one of these needs isn’t being met, the consumer might
decide that making a purchase will rectify this.

II. CONSUMER BEHAVIOUR – CADBURY

Cadbury initially found its roots in a grocery store where John Cadbury in 1824 sold it
amongst cocoa and chocolate drink in Birmingham, England. Initially, it was sold as a
healthy drink. John Cadbury was able to open his factory only in 1841, and the following
year he was selling 11 types of cocoa and 16 varieties of hot chocolate beverage. After a
few years, the ‘Solid’ chocolate was traded from the leftover cocoa butter that the
company utilized from the cocoa making process. 

It was in June 1905 when the first chocolate bar was sold with a higher proportion of
milk. Several names like Highland Milk, Jersey, and Dairy Maid were suggested for the
chocolate, but a customer’s daughter suggested the name Dairy Milk. In 1928 it started
selling it with the slogan’ glass and a half’ to signify a higher milk content.

The first Cadbury logo was designed by Georges Auriol, who also created the iconic Paris
Metro signage. The logo was portrayed as a styli zed cocoa tree interwoven with the
Cadbury name. The chocolate was sold in a purple and golden wrapper as a tribute to
Queen Victoria. It even achieved the Royal Warrant in 1855 and continues to hold it to
this date.

Cadbury was first launched in India in 1948 and was not famous, as the concept of
chocolate was famous in the land of sweets. Its popularity rose in 1994 when the ‘Asli
Swad Zindagi Ka’ (meaning The real taste/essence of Life) ad where the girl started
dancing on the cricket field while enjoying the bar. This changed the view that
Chocolates though not a part of the Indian culture, was to be enjoyed by all age groups.

Dairy Milk came to be known for its unique and loveable advertisement with catchy
jingles throughout the years, which evolved. The chocolate was associated with the word
‘Meetha’ (sweet)- a strategy adopted to counter traditional sweets in India. 

However, the worm controversy was significantly impacted back in the 2000s, which
caused a 30 % dip in sales. But it soon regained confidence due to its unique and creative
strategies.

In the 2000s, Amitabh Bachchan (a Bollywood Actor) became Cadbury’s first celebrity
ambassador to promote Dairy Milk under the jingle ‘Kuchh Meetha Ho Jaaye’ (Let’s
have something sweet) series that positioned the chocolate brand as a substitute for
traditional sweets during festive occasions.

Due to adjusting itself to the sentiments and culture of India, it became a household name.
It further creatively launched Cadbury Celebrations and as Meetha (sweet) after dinner
segment. Soon it introduced another segment, Cadbury Celebrations, for each occasion
festival, with the most famous ad being about Raksha Bandhan ( a festival celebrating the
brother-sister bond). 
 III. HOW CADBURY PENETRATED THE INDIAN MARKET ?

In the 1950’s India, Chocolates were considered a luxury, particularly catering to the
influential urban population but for the vast majority, chocolate was an entity that the British
and the upper class Indian enjoyed. The Indian preferred ‘Mithai’.

Unlike in European countries, where sweets are a part of leisure food.  The Indians, ‘Mithai’
is a customary part of our tradition and culture. ‘Mithai’ is a collective name for a variety of
sweets available in various local sweet shops of India. It is often freshly prepared and should
be consumed within 10 days of production. 

In 1948, Cadbury launched Dairy Milk in India. It was the perfect chocolate for Indian taste
bud, it did not have the usual bitter chocolate flavor. It has higher milk content which was
palatable to the Indian tongue. 

However, chocolate was considered as luxury, to be enjoyed by the upper class and Upper
middle class society and was mostly known as ‘Foreign food’ by the Indian. The masses
always choose the ‘Mithai’ over Chocolate in the social and cultural events. The commercials
also focused on the urban life and catered mainly toward kids. 

 This was going to change after Liberalization. 

Changing times call for change in action….

When the liberalization wave hit the Indian economy. Cadbury decided to cater to a larger
Indian Population rather than the small urban population.

Their challenge included

 To make the product acceptable to Indian masses.

 It has to break the kids only image of the brand

 Cadbury has to cater to the adults.

 It has to gain acceptance as part of the Indian culture.

 To compete against the local ‘Mithai’ shops around India.

Cadbury hired Ogilvy to solve these problems. Ogivy didn’t disappoint and initially produced
adverts with the tagline- Asli Swad Zindagi Ka.
CADBURY IMAGE CRISIS

Cadbury faced a drastic challenge in 2003, when worms were found in a Dairy Milk Bar. The
news spread like wild fire. The image of Cadbury as a quality brand was at stake. Worse, It
was PR disaster. Cadbury was quick to respond. It introduced the poly flow technology of
packaging and reshaped the production plant. 

Cadbury brought in Mr. Amitabh Bachchan as the official brand ambassador. It was a master
stroke.

Since, the company has lost trust in the eyes of Indian public, it needed a credible person to
generate trustworthiness among the public.  Amitabh Bachchan had regained his popularity
with Kaun Banega Crorepati (KBC). Thus, making him the perfect connect  with older
generation as well as the younger population. His unique baritone was an added advantage
for the brand.

After this testimonial advertisement, the brand decided to continue its relationship with
Amitabh Bachchan as the brand did many advertisements with the Superstar. Targeting
various age groups, demographics, and income level. Dairy Milk was able to transcend from
a sweet which we eat occasionally to something to be gifted on occasions. 

The famous ‘Pappu Pass ho Gya’ advertisements had a funny punch to it while targeting
mainly the college students.The chocolate soon became an acceptable gift during the
auspicious events as well and has now gained a substantial share in the Indian Confectionary
market.

The company further changed its strategy and launched Cadbury celebrations box. The box
has gossy packaging with assorted Cadbury products.
CONVENIENT PACKAGING OF CADBURY

A part of this success can also be credited to the glossy and convenient packaging. In contrast
to the local ‘Mithai’ packaging, Cadbury offered an assortment of products, neatly arranged
in a customized tray, complete with a glossy purple cardboard box. The packaging was
sophisticated as opposed to the inornate and bulky sweet boxes at local shops.  

The Cadbury celebration boxes were easier to store and can be sold from any retail outlet. It
also has a longer shelf life without the need of refrigeration. This helped the retailers to stock
up the boxes around festive season at no incremental inventory cost. 

THE EVER EVOLVING STRATEGY OF CADBURY

In the course of more than 80  years in India. Cadbury changed its message multiple time,
while also remodeling itself to suit the changing demands. Cadbury competed against the
large unorganized market of local sweet shops and became an acceptable part of the Indian
festive culture.  

 Dairy Milk became a synonymous for chocolates in India. Thus, supported the growth of
chocolate industry in India. 

In the 80 years of marketing, Cadbury targeted different audience groups through various
promotional campaigns.  Thus, setting an example of continuous and successful image
transitions over a period of time. 

The marketing campaigns of Cadbury is a fine example of evolving with time, focusing on
new opportunities, and changing your message to suit the regional demand. This has helped
the company to remain competitive over the years. Thus, making Cadbury the definition of
chocolate in India
CADBURY’S SHUBH AARAMBH CAMPIAGN

Cadbury Dairy Milk (CDM) has been winning customers over with its endearing ads over the
last six decades and has effectively captured the ‘meetha moments’ space. Each of its
campaigns – from ‘The real taste of Life’, ‘Pappu pass ho gaya’, ‘Miss Palanpur’ to ‘Kuch
meetha ho jaye’ and ‘Shubh aarambh’ – have occupied a special place in the hearts of Indian
consumers.

It may be recalled that Cadbury Dairy Milk won two metals at the Creative Abby Awards at
GoaFest 2012 – a Silver in the Integrated category and a Bronze in the Film category.

Launched in July 2010, the ‘Shubh aarambh’ campaign is based on the concept of the Indian
tradition of having something sweet before every auspicious occasion. Conceptualised and
created by Ogilvy India, the campaign today has become synonymous with life’s celebratory
occasions. Although rooted in a strong cultural truth, the campaign has a contemporary and
youthful twist to it that allows people to easily connect with it. At the core, the campaign
projects the brand values of joy and shared happiness.

Tracing Cadbury’s campaigns over the years, Anindya Banerjee, Executive Creative Director
and Branch Head, Scarecrow Communications, said, “Like many others, Cadbury’s ‘The real
taste of life’ campaign, which was unveiled in 1994, caught my imagination too. The next
one was ‘Khaane Waalon ko khaane ka Bahana Chhayie’, which turned consumption into a
joyful social occasion. CDM has made chocolates synonymous with sweets. And the proof
was when I saw my mom offer a bar of chocolate for her daily puja because sweets weren’t
available!”

In fact, experts state that through its ads Cadbury has been sharing market insights that are
based on its vast breadth of the chocolate experience. The Cadbury story is the story of ‘The
taste of life’

An unwritten rule in advertising is that if an ad works for a brand, then stick to it. Echoing
this thought, Avasthi said, “The ‘Shubh aarambh’ campaign is a blockbuster campaign and
the concept has enough juice left, so we are have it once again this year. We thought it would
be prudent to continue with the idea rather than find yet another cut on ‘meetha’.” 

For Scarecrow’s Banerjee, an idea seems overstretched if the ads feel forced, but “none of
that has happened so far”. “If anything, they seem to be growing from strength to strength.
And a report in ET says CDM has 70 per cent share of the market,” he added.

However, there is one problem, observed, Suthan – chocolates are not a natural substitute for
laddus and jalebis and everything Indian. But then, the skew is metro, and the younger
audience hopefully doesn’t see desi ghee as a pre-requisite to an auspicious beginning.
“Overall, the switch from a very Indian sweet to a western format is tough. But if that can be
achieved, it’s a fantastic win,” Suthan said.

CONSUMER BEHAVIOUR OF CADBURY INDIA LIMITED