CHAPTER-1 COMPANY OVERVIEW
HISTORY (CADBURY)
In 1824, John Cadbury opened a shop in Birmingham. This one-man business, trading mainly in Tea & Coee !as to be the oundation o Cadbury "imited. #or o$er 1%% years Cadbury !as a amily business. In 14' non amily dire(tors !ere appointed. In 184), the enterprise had prospered to a large a(tory in Bridge *treet, Birmingham. John Cadbury too+ his brother Benamin into partnership and the amily business be(ame Cadbury Brothers Birmingham. The business mo$ed to Bourne$ille ater outgro!ing the Bridge *treet #a(tory. The or+or(e had risen up to 2%% ater '2 years at Bridge *treet. ter the death o t!o brothers in 18, the the (o (omp mpan anyy !a !ass pri$a pri$ati ti/e /ed. d. It en ente tere redd the the era o s(ie s(ient nti ii( i( mana manage geme ment nt00 it introdu(ed ne! ideas or their department li+e d$ertisement & Cost nalyti(al "abo "abora rato tori ries es *ale *aless e epa part rtme ment nt 3i 3i(e (ess du( du(at atio ionn & Traini aining ng or or or+s r+s Committee 5edi(al epartment employees 3n 2nd #ebruary, 6rat #oods too+ o$er )17 shares o Cadbury. They They a(uired it totally. But still Cadbury !as on top in the mar+et. This a(uisition did not (hanged people9s mind and their (ra/e or Cadbury airy 5il+. Cadbury began its operation in 148 by importing (ho(olates and then re-pa(+ing them beore beore distributing distributing it in the Indian mar+et. mar+et. ter ter :2 years, it is ha$ing ha$ing i$e (ompan (ompanies ies at Than Thane, e, Induri Induri ;
!ali ;>!alior= or=,, Bangalo Bangalore, re, Baddi Baddi ;?ima( ;?ima(hal hal
The (ompany9s main purpose is Aor+ing together to (reate brands people lo$e (apture the spirit o !hat !e are trying to a(hie$e as a business. e (ollaborate and !or+ as team to (on$ert produ(ts into brand. *imply, A!e spread happinessD Currently Cadbury India operates in three se(tors $i/. Cho(olate Cone(tionery, 5il+ #ood rin+s and in the Candy (ategory. In the Cho(olate Cone(tionery business, Cadbury has maintained its undisputed leadership o$er the years. *ome o the +ey brands are Cadbury airy 5il+, E *tar,
Hni$ersity to underta+e (o(oa resear(h and released (lones, hybrids that impro$e the (o(oa yield. 3ur Co(oa team $isits armers and ad$ises them on the (ulti$ation aspe(ts rom planting to har$esting. e also (ondu(t armers meetings & seminars to edu(ate them on Co(oa (ulti$ation aspe(ts. 3ur eorts ha$e in(reased (o(oa produ(ti$ity and tou(hed the li$es o thousands o armers. Cadbury Mil!"#$!
The Cadbury story is a as(inating study o industrial and so(ial de$elopments. #rom a one man business in 1824, Cadbury has gro!n to be one o the !orlds largest produ(ers o (ho(olate.
small amily business de$eloped into an
international (ompany and the high standards o the Cadbury brothers !ere (ombined !ith the most sophisti(ated te(hnology, s+ills and inno$ation. CBHK <3HCT* Cho(olate • • • • • • •
Cadbury airy 5il+ Cadbury Celebrations Bourn$ille E *tar ems Tang
CHAPTER-% INTRODUCTION TO THE RO&E O' SA&ES PROMOTION IN CADBURY I$"r#du"i#$
The importan(e o (onsumer sales promotion in the mar+eting miG o the Cadbury (ategory throughout the !orld has in(reased. Companies spend (onsiderable time in planning su(h a(ti$ities. ?o!e$er, in order to enhan(e the ee(ti$eness o these a(ti$ities, manua(turers should understand (onsumer and retailer interpretations o their promotional a(ti$ities. The study here pertains to (onsumer9s per(eptions regarding sales promotion. *ome past resear(hes ha$e suggested that promotion itsel has an ee(t on the per(ei$ed $alue o the brand. This is be(ause promotions pro$ide utilitarian beneits su(h as monetary sa$ings, added $alue, in(reased uality and (on$enien(e as !ell as hedoni( beneits su(h as entertainment, eGploration and sel-eGpression. Broadly spea+ing most o the (ompanies using 5ar+eting 5iG !hi(h in(ludesL
These are the our basi( pillar o mar+eting miG. 5ost o the mar+eting strategies are built on the basis o these (riteria.
d$ertising ire(t 5ar+eting
Traditionally, sales
#rom these elements *ales
Consumer 3riented *ales
#or the purpose o this study, ollo!ing deinitions o sales promotion !ere +ept in mind. 6otler deines sales promotion as A*ales promotion (onsists o a di$erse (olle(tion o in(enti$e tools, mostly short-term designed to stimulate ui(+er andMor greater pur(hase o parti(ular produ(tsMser$i(es by (onsumers or the trade. oger *trang has gi$en a more simplisti( deinition i.e. Asales promotions are short-term in(enti$es to en(ourage pur(hase or sales o a produ(t or ser$i(e. ?en(e, any orms o in(enti$es ;pri(e (ut or $alue added nature= oered or short period either to trade or (onsumers are (onsidered as sales promotion a(ti$ities. Mar,"r! u!! #$!u*r #ri$"d !al! .r#*#"i#$ "##l! +#r "/ +#ll#0i$ ra!#$! •
To in(rease short term sales
•
To indu(e trial
•
To redu(e in$entory
•
To establish a brand name
•
To ma+e (ross selling
•
To (ope up !ith (ompetition
•
To a$oid ad$ertising (lutter
T##l! #+ C#$!u*r Ori$"d Sal! Pr#*#"i#$
There are so many tools or te(hniue a$ailable to the mar+eters or a(hie$ing obe(ti$e o sales promotion. These tools should be used (onsidering all other a(tors ae(ting su(h as (ost, time, (ompetitors, a$ailability o goods et(. These tools are as underL 1.
Coupons
2.
'.
#reebies
4.
*(rat(h Cards
E.
"u(+y ra!s
:.
Bundling 3er
).
Gtra Nuantity
"et9s ha$e loo+ at ea(h toolL 'a"#r! I$+lu$i$ C#$!u*r Ori$"d !al! .r#*#"i#$
5ainly our a(tors should be ta+en into a((ount !hile determining the sales promotion program.
O Target mar+et O @ature o produ(t O *tage o produ(t lie (y(le O Budget a$ailable or promotion 12 Tar" Mar,"
hile doing sales promotion, mar+eter must +no! !ho their target mar+et is0 other!ise there is no use o all eort be(ause it leads to no !here. target mar+et (an be in any o the stages o buying hierar(hy i.e. a!areness, +no!ledge, li+ing, preeren(es, (on$i(tion and pur(hase. a(h stage deines a possible goal o promotion. %2 Na"ur #+ "/ .r#du"
There are $arious produ(t attributes !hi(h inluen(e sales promotional strategy. hen the unit pri(e is lo! the manua(turer as !ell as the (ustomer has lo! ris+ but he (an get the beneit o mass mar+eting. Thereore, mass mar+eting reuires mass sales promotion s(hemes. *ales promotion s(heme dier or produ(ts li+e its durability, perishable goods et(. 32 S"a #+ .r#du" &i+ Cyl
*ales promotion strategies are inluen(ed by the lie (y(le o a produ(t. hen a ne! produ(t introdu(ed, prospe(ti$e buyers must be inormed about its eGisten(e and its beneits and middlemen must be (on$in(ed to sto(+ it. "ater, i a produ(t be(omes su((essul, (ompetition intensiies and more emphasis is pla(ed on sales promotion to in(rease its sales. 42 Bud" A5ailabl +#r Pr#*#"i#$
The unds a$ailable or promotion are the ultimate determinant o the promotional programme. business !ith ample unds (an ma+e more ee(ti$e use o sales promotion programme than a irm !ith limited inan(ial resour(es. The budget or sales promotion (an be prepared by the ollo!ing methodsL CHAPTER-3 OB6ECTIVES O' THE STUDY
In this proe(t the study o buying beha$iour regarding $arious Cadbury produ(ts has been (ondu(ted. The obe(ti$e o the study is to ind out the a(tor !hi(h ae(t the pur(hase de(ision o the (onsumers. •
*ales promotions (an be dire(ted to (onsumers, sales employees, or other retailers.
•
To en(ourage supermar+ets and stores to sto(+ and display their produ(ts, retailers use sales promotion te(hniues in(luding deal loaders and trade allo!an(es.
•
es(ribe the $arious tools used in sales promotion0
•
e(ognise the role o ea(h tool in promoting sales0 and
•
es(ribe the importan(e o sales promotion in business.
CHAPTER-4 RESEARCH METHODO&O7Y
The purpose o the resear(h methodology is to des(ribe the resear(h pro(edure. This in(ludes the o$erall design, the sampling pro(edure and the data (olle(tion method analysis pro(edures. This se(tion is important be(ause it is hard to dis(uss methodology !ithout using te(hni(al terms. Ket, most o the reader !ill not understand the te(hni(al language. This study !as made based on primary data. istributing the uestionnaire to the respondents (olle(ted the data. The uestionnaire (ontaining uestions relating to so(io-e(onomi( status o the respondents. Sa*.l Si8 E%
*ampling 5ethod
Con$enien(e *ampling.
ata Colle(tion
TOO&S USED 'OR DATA CO&&ECTION
*e(ondary data (olle(ted through maga/ines, ournals, !ebsites, and other (orporate publi(ations
PROCEDURE 'OR DATA CO&&ECTION2
Communi(ation, as+ing uestions and re(ei$ing a response in person Pisiting the $arious organi/ations, libraries, internet and also preparation
o the uestionnaire !ith the help o the proe(t guide.
SYNOPSIS ON RO&E O' SA&ES PROMOTION IN CADBURY I$ "/ .ar"ial +ul+ill*$" #+ MASTERS O' BUSINESS ADMINISTRATION R#$i8d by Pu$9ab T/$ial U$i5r!i"y: 6ala$d/ar
Sub*i""d "#
Sub*i""d by
5rs. *hallu >upta ?.3..
5andeep *ingh 5B ;4th *em= oll @o.122%4E8%184
PTU &ar$i$ C$"r-4;< 7u9ara$0ala 7uru Na$a, I$!"i"u" #+ V#a"i#$al S"udi!: Ci5il &i$!: &ud/ia$a
S!!i#$ %=1%-14
