Children and Adolescents as Target Groups The childrens market, where resistance to advertising is weakest, is thepioneer for ad creep.

Kids are among the most sophisticatedobservers of ads. They can sing the jingles and identify the logos, andthey often have strong feelings about products. What they generallydon't understand, however, are the issues that underlie how advertisingworks. Mass media are used not only to sell goods but also ideas: howwe should behave, what rules are important, who we should respect and what we should value. Youth is increasingly reduced to the role of aconsumer. Not only the makers of toys, sweets, ice cream, breakfastfood and sport articles prefer to aim their promotion at children andadolescents. For example, an ad for a breakfast cereal on a channelaimed at adults will have music that is a soft ballad, whereas on achannel aimed at children, the same ad will use a catchy rock jingle of the same song to aim at kids. Advertising for other products preferablyuses media with which they can also reach the next generation of consumers. Key advertising messages exploit the emergingindependence of young people. Cigarettes, for example, are used as afashion accessory and appeal to young women. Other influences onyoung people include the linking of sporting heroes and smokingthrough sports sponsorship, the use of cigarettes by popular charactersin television programmes and cigarette promotions. Research suggeststhat young people are aware of the most heavily advertised cigarette brands.Product placements show up everywhere, and children aren't exempt.Far from it. The animated film, Foodfight, had thousands of productsand character icons from the familiar (items) in a grocery store.Children's books also feature branded items and characters, andmillions of them have snack foods as lead characters. Business isinterested in children and adolescents because of their buying power and because of their influence on the shopping habits of their parents.As they are easier to influence they are especially targeted by theadvertising business. The marketing industry is facing increased pressure over claimed links between exposure to food advertising and arange of social problems, especially growing obesity levels. In 2001,childrens programming accounted for over 20% of all U.S. televisionwatching. The global market for childrens licensed products was some132 billion U.S. dollars in 2002. Advertisers target children because, e.g. in Canada, they represent three distinct markets:1.Primary Purchasers ($2.9 billion annually)2.Future Consumers (Brand loyal adults)3.Purchase Influencers ($20 billion annually)

Kids will carry forward brand expectations, whether positive, negativeor indifferent Kids are already accustomed to being catered to asconsumers. The long term prize: Loyalty of the kid translates into a brand loyal adult customerThe average Canadian child sees 350,000 TV commercials beforegraduating from high school, spends nearly as much time watching TVas attending classes. In 1980 the Canadian province of Qubec bannedadvertising for children under age 13. In upholding the consititutionalvalidity of the Quebec Consumer Protection Act restrictions onadvertising to children under age 13 (in the case of a challenge by a toycompany) the Court held: ...advertising directed at young children is per se manipulative. Such advertising aims to promote products byconvincing those who will always believe. Norway (ads directed atchildren under age 12), and Sweden (television ads aimed at childrenunder age 12) also have legislated broad bans on advertising tochildren, during child programmes any kind of advertising is forbiddenin Sweden, Denmark, Austria and Flemish Belgium. In Greece there isno advertising for kids products from 7 to 22 h. An attempt to restrictadvertising directed at children in the USA failed with reference to theFirst Amendment. In Spain bans are also considered undemocratic.

QUALITY ASSURANCE OF CADBURY 1. Market high quality, superior value products that consistently meet our specifications andcomply with local regulatory requirements, while continuously improving and exceeding our c o n s u m e r s e x p e c t a t i o n s . 2. Guarantee that our customers a n d c o n s u m e r s c o m e f i r s t b y a c t i v e l y l i s t e n i n g a n d under standing 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, wheree v e r y o n e u n d e r s t a n d s t h e i r r e s p o n s i b i l i t i e s a n d a c c o u n t a b i l i t i e s . 5. Operate audited quality management systems that continually improve processes to deliver this p o l i c y a n d o u r s t a n d a r d s . 6. Assign clear management accountability for setting and meeting measurable goals and targetsf o r q u a l i t y a n d f o o d s a f e t y . 7. Work with our supply chain and business partners to assure compliance with our quality policya n d s y s t e m s , e n s u r i n g q u a l i t y t h r o u g h o u t o u r s u p p l y c h a i n . 8. Place continuous improvement at the heart of our performance enabling us to deliver superior p r o d u c t s a n d s e r v i c e t o o u r c o n s u m e r s a n d c u s t o m e r s . 9. Create a passion for quality where success and achievement are communicated, recognised andcelebrated. 23

ENVIRONMENT, HEALTH AND SAFETY POLICY At Cadbury PLC , we se e sound and r esponsibl e envi ron men tal , he alth and s af et y ( EHS) management as an integral part of achieving our goal to grow the value of our confectionery and beverages businesses for our shareowners.We believe that such an approach will generate and sustain significant environmental, social andfinancial benefits, thereby contributing to our objective of long-term sustainability.1. Conduct our business in compliance with environmental, health and safety laws and with our g l o b a l s t a n d a r d s , a n d r e g u l a r l y a s s e s s t h e c o m p l i a n c e o f o u r o p e r a t i o n s a g a i n s t t h e s e requirements.2. Maintain and continually improve systems to manage our EHS responsibilities, establishingand ensuring employee accountability for our EHS performance at all levels of the organisation.3. Set clear targets for continual improvement in our EHS performance and monitor these targetsto ensure that they are met.4. Strive to prevent pollution and to minimise the environmental costs and impacts of our globaloperations.5. Provide a safe and healthy environment for our employees, contractors and other visitors to our sites6. Train and motivate our employees to understand their EHS responsibilities and to participateactively in our EHS programmes7. Communicate with our shareowners, employees, customers and other interested parties byregularly reporting on our EHS performance and maintaining an open dialogue.8. Review and update this policy regularly. 24

Cadbury 4p's ProductM y p roduct is a re -laun ch of Cadbu r y dai r y mi l k. Cadbu r y da ir y mi lk is ma de fro m r e al chocolate. Its ingredients include cocoa butter and there is a glass and half full cream dairy milk in every 200 grams of Cadbury dairy milk chocolate, Cadbury buys 65 million litres of fresh milk e a c h y e a r t o m a k e C a d b u r y d a i r y m i l k c h o c o l a t e . Price Price is an important element of the marketing mix. The price charged for a chocolate bar candetermine whether a consumer will buy it and the level of

sales achieved can determine whether or not Cadbury Schweppes will make a profit. Price is also affected by factors such as the state of the economy, what competitors are charging, the stage reached in the products life cycle andabove all what price the market will bear. From the marketing point of view this is what matters. Place Cadbury products are produced at the chocolate factory in Bourneville in Birmingham. After thec h o c o l a t e i s p r o d u c e d a n d h a s u n d e r g o n e a l l t h e q u a l i t y c h ecks it is transported to thestockrooms. After this Cadbury s e l l s i t s p r o d u c t s t o s h o p s t h a t d e a l w i t h b e v e r a g e s a n d confectio nery e.g. corner shops, super stores such as Iceland, Sainsbury, Kwik save, Tesco, Asda,Safeway and petrol station. These businesses are usually visited by customers on a daily basis.They then sell it to the general public. Cadbury produces chocolate for more than 200 countriess o t h a t t h e y h a v e a c h a n c e t o e n j o y i t a s w e l l a n d m a k e p r o f i t . This gives them a wide range of consumers around the world. Cadbury Schweppes thereforemakes sure that the cultures of these different people are kept. They can do this by producing produ cts , which ar e ea ten in that p arti cula r coun tr y without ups etting r eligious o r cultur al practises. Promotion Cadbury has a great brand image in the worldwide market, they focused on present dominance inthe chocolates market to be maintained. Average sales to grow at least at 20% p.a. for the next 3years, volumes by at least 12%. 1 new major product to be launched every year. Sugar conf Share in sales mix to be enhanced through value added niche products. With control over costsand reduction in relative depreciation charge for the year, steadily increase margins. 25

Data Analysis Techniques:

The data, after collection, has to be processed ad analy s e d i n accordance with the outline laid down for the purpose at the time of developing the research plan. This is essential for a scientific study andf o r e n s u r i n g t h a t w e h a v e r e l e v a n t d a t a f o r m a k i n g c o n t e m p l a t e d comparisons and analysis. The term analysis refers to computation of certain measures along with searching for patterns of relationship thate x i s t a m o n g d a t a g r o u p s . T h u s , i n t h e p r o c e s s o f a n a l y s i s , relationship or difference supporting or conflicting with original or newh ypo the ses should be sub ject ed to s tatisti cal t ests of signi fic anc e tod e t e r m i n e w i t h w h a t v a l i d i t y d a t a c a n b e s a i d t o i n d i c a t e a n y conclusions. The analysis of the data takes place through processingoperations.Processing operations are as follow:1) Editing2) Coding3) Classification: Classification according to attributes Classification according to the class intervals4) Tabulation. Data Analysis Techniques for the project: Classification, Tabulationand Average Percentage. 14 Presentation of Report Finally, the researcher has to prepare the report of what has been done by him/ her. Writing of report must be done with great care keeping inview the following: The layout of the report should be as follows:A. The preliminary pages:I n t h i s t h e r e p o r t s h o u l d c a r r y t i t l e a n d d a t e f o l l o w e d b y a c kno wledge me nts and fo re wo rd . Then th e re should b e a tab le of contents followed by list of tables and graph.B. The main text:The main text of the report should have following parts:i . I n t r o d u c t i o n i i . S u m m a r y o f f i n d i n g s i i i . M a i n r e p o r t i v . C o n c l u s i o n C. The end matter:At the end of the report, appendices should be enlisted in respect of alltechnical data. Bibliography and Index should also be given in the end. R epor t shou ld b e writ ten in a con cis e and ob je ctive st yl e in simple language avoiding vague expressions.

15

Charts and illustrations in the main report should be used only if they present the information more clearly and powerfully. Limitations Limitations are the boundaries wherein the researcher has to work. Tom a k e t h e r e s e a r c h s u c c e s s f u l a r e s e a r c h e r s h o u l d k n o w h i s / h e r boundaries. Any project done under the proper guideline comes acrossles limitations. Limitations for the project:As the advertising research was for the advertisement of the companyD.S.Kulkarni and Developers, a company with large number of playersin the market has a wide scope for research. But the number days givenand small sample size for the research become the limitations of the project. So it gave a undersized scope to the research. 16

News Related to Cadbury 1. Cadburys relaunches Bournville chocolates news 15 October, 2008 Bournville, a much neglected dark chocolate bar from Cadburys' has been relaunched as a newc a t e g o r y o f d a r k c h o c o l a t e s i n I n d i a . "Dark chocolate is one of the fastest growing categories abroad. However, in India, it is still in anascent stage.Thus, we are almost doing category creation with this launch," said Sanjay Purohit , executivedirector- marketing and international business, Cadbury India 2. Festive campaigns by Coca Cola and Cadburys news 03 October 2008 Coca Cola has launched a special festive season communic ation drive of its carbonated drink b rand Thu ms Up . Whi le the "Ta ste the Thunde r" TV comme r c i al f eatu res Aksha y Ku ma r performing acts like mountaineering and roller coaster ride, the company is also launching asimilar initiative for the market in southern states featuring Tollywood star

Mahesh Babu.The initiative comes as a follow-up to the company's announcement of venturing into the 350 ml pack segment of all its major brands. 3. Cadbury and Tamil Nadu Agricultural University join hands for cocoa research projectnews 30 May 2008 Mumbai: Cadbury Asia Pacific, the Asian arm of UK confectionery giant Cadbury Plc, hasrecalled 11 types of its Chinese-made chocolate as a precaution, the Hong Kong government saidin a statement.In a st ate me nt , issued f ro m its S ingapo re of fi ce , C adbur y s aid it ha s re call ed 11 choco lat e products as tests ''cast doubt on the integrity of a range of our products manufactured in China.''The products were meant for distribution in Taiwan, Hong Kong and Australia, its said. 30

Tests ''cast doubt on the integrity of a range of our products manufactured in China,'' Cadburysaid in the statement issued from its office in Singapore. 4. Cadbury, others recall China-made confectionery news 29 September 2008Mumbai: Cadbury Asia Pacific, the Asian arm of UK confectionery giant Cadbury Plc, hasrecalled 11 types of its Chinese-made chocolate as a precaution, the Hong Kong government saidin a statement.In a st ate me nt , issued f ro m its S ingapo re of fi ce , C adbur y s aid it ha s re call ed 11 choco lat e products as tests ''cast doubt on the integrity of a range of our products manufactured in China.'' 5. Worm turns for Cadburynews Mohini Bhatnagar 28 November 2003Hyderabad: The worms in the chocolate bars controversy has hit Cadbury India where it hurtsm o s t a n d t h a t i s i n s a l e s . T h e c o m p a n y t o d a y f a c e s t o u g h t i m e s a h e a d a s t h e b u s i n e s s environment for its chocolates becomes increasingly negative with rising raw material prices andlow consumer sentiments, post the worms controversy in October this year. 6. Cadbury India net profit at Rs 190 million news 13 July 2002 Mumbai: Cadbury India Ltd has posted a net profit of Rs 190 million for the quarter ended 16June 2002 as compared to Rs 93.60 million for the quarter ended 17 June 2001.The total income has increased from Rs 1,206.80 million for JQ01 to Rs 1,363.40 million for JQ02. The other income for the current quarter is at Rs 127.70 million (corresponding quarter lastfiscal: Rs 21.90 million) out of which Rs 107.70 million is on account of the profit on sale of excess immovable property at Thane, Maharashtra. 7. Cadbury follows small packs strategynews 15 August 1999 Small has indeed proved to be beautiful for Cadbury. The company, after finding exceptionalsuccess in the launch of small packs of Perk chocolate, has now launched Picnic in small packs of 26 gms priced at Rs 10. The 43-gm packs are still available and are priced at Rs 15. 31

C adbur y h as e mb a rked on a s tr ateg y which involv es inc re ased con su mption o f i ts produ cts through enhanced reach, affordability and visibility, which it feels can be attained by creatingn e w m a r k e t s , w i d e n i n g t h e d e p t h o f i t s d i s t r i b u t i o n n e t w o r k a n d w o r k i n g t o w a r d s a comprehensive portfolio with brands across all price segments.On the distribution front, the company aims to increase the number of its distribution outlets fromthe present 4 lakh to 5 lakh by the year 2000. 8. Cadbury to buy out Indian subsidiary news Our Corporate Bureau 09 November2001Mumbai: In a brief statement issued to the London Stock Exchange, the British confectioneryand soft drinks group Cadbury Schweppes has announced its intention to pick up 100 per centstake in its Indian subsidiary, Cadbury India, at a price not exceeding Rs 500 per share. 9. LIC sells Cadbury (I) stake to Schweppes news Pradeep Rane 04 April 2002Mumbai: The Li fe Insur anc e Co rpor ation of Indi a ( LIC ) has sold its 5 .75 pe r c ent stak e in Cadbury India Ltd to Cadbury Schweppes Plc. LIC sold 20,56,448 equity shares of Rs 10 each atRs 500 per share to Cadbury Schweppes. 10. Cadbury''s revitalisesnews Cadbury''s India has revamped its hea 11 March 1999 Cadbury's India has revamped its health drink and chocolate marketing strategy. The companyrecently relaunched Bournvita -- a chocolate drink. The relaunch involved a complete overhaul of the Bournvita's packaging with the addition of some ingredients to the beverage, accompanied bya n a u d i o v i s u a l m e d i a c a m p a i g n . Bournvita sales had been adversely affected following the entry of Nestle's Milo and the growing popularity of SmithKline Beecham's Horlicks and Boost. Horlicks, Boost and Milo have upset theCadbury's drinks-cart. 32