PRESTIGE INSTITUTE OF MANAGEMENT AND RESEARCH INDORE (M.

P)

SUMMER TRANING REPORT ON MANUFACTURING AND DOCUMANATION

2010-2011

FACULTY GUIDE

SUBMITTED BY:

Prof. Raksha Chouhan

Rohit Maal MFT 5TH Sem

INTRODUCTION Cadbury Dairy Milk is a brand of chocolate bar made by the Cadbury plc unit of Kraft Foods (except for the United States where the product is marketed by The Hershey Company) and sold in several countries around the world. It first went on sale in the United Kingdom in 1905. The aim of this project is to evaluate the marketing strategy of Cadbury's Dairy Milk. To do this, I will need to gather information about the product; I will ask a questionnaire which is a primary research method. Then I will also gain some secondary research, this will be achieved by searching the internet for information and from a product information letter from Cadbury. I will investigate all aspects of Dairy milk's marketing mix, these include: product, price, promotion and place. After I have investigated these aspects I will analyses and evaluate my results from the Primary research.

HISTORY Cadbury's started as a one-man business, opened in 1824 by a Quaker, John Cadbury, in Bull Street Birmingham, was to be the foundation of Cadbury Limited, now one of the world's largest chocolate producers. By 1831 the business had changed from a grocery shop and John Cadbury had become a manufacturer of drinking chocolate and cocoa, the start of the Cadbury manufacturing business as it is known today. In June 1905, Cadbury's launched its first Dairy Milk bar, with a higher proportion of milk than previous chocolate bars, and it becomes the company's best selling product by 1913. George Cadbury Jnr, responsible for the development of the bar, has said "All sorts of names were suggested: Highland Milk, Jersey and Dairy Maid. But when a customers daughter suggested Dairy Milk, the name stuck.".[1] Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon followed by Whole Nut in 1933. By this point, Cadbury's was the brand leader in the United Kingdom.[2] In 1928, Cadbury's introduced the "glass and a half" slogan to accompany the Dairy Milk bar.[3] 2003 RELAUNCH In 2003 Cadbury made Dairy Milk into a family brand by taking existing brands Caramel, Wispa, Fruit & Nut, and Whole Nut and marketing them as Dairy Milk subbrands; for example Wispa was phased out and replaced by
3

"Dairy Milk Bubbly". The Dairy Milk brand was also introduced as an endorsement brand on children's products such as Cadbury Buttons and Freddo. At this time the entire Cadbury Dairy Milk range was given a packaging revamp (along with all other Cadbury brands) incorporating a new "swirl" around the Cadbury signature logo; the company name had also recently been changed from "Cadbury's" to "Cadbury". By 2006 there were fifteen Dairy Milk subbrands produced in the UK, including Shortcake Biscuit, Wafer, Orange Chips, Mint Chips, Crispies, and Creme Egg. In the subsequent two years, however, the majority of these new sub-brands proved unsuccessful and were discontinued. In 2008 "Apricot Crumble Crunch" and "Cranberry and Granola" were released as new Dairy Milk variants. The current UK range consists of Dairy Milk, Caramel, Fruit & Nut, Whole Nut, Turkish, Double Choc, Apricot Crumble Crunch, Cranberry & Granola, Bubbly (larger blocks only) and Crunchie Bits (larger blocks only). February 2010 saw the launch of the Dairy Milk Bar of Plenty range. These are 140g bars of Dairy Milk containing various ingredients: Roast Hazelnut and Honey Roast Cashews, Berry Fruit and Vanilla Shortcake, and Toffee Apple.[4] 2009 RELAUNCH OF INDIVIDUAL BRANDS Following a trial in October 2007, the "Cadbury Wispa" brand was re-introduced in the UK and the Republic of
4

Ireland. Due to a positive response, Wispa is again available on a permanent basis, and now the Dairy Milk Bubbly brand is exclusive to the large block format. In spring 2009, following the success of the Wispa relaunch as an individual product brand, Cadbury Dairy Milk Caramel was relaunched, with the "Caramel" name re-emphasised as the main on-pack brand, and the "Dairy Milk" brand deemphasised. The iconic "Caramel bunny" was re-introduced during this period with the slogan "Still got it". The rest of the Cadbury range is slowly being revamped with new or refreshed packaging as part of this reduction in emphasis on the Dairy Milk brand and the reintroduction of individual product brands. Simultaneously, Cadbury have also introduced a new look Dairy Milk logo and reintroduced the gold "Cadbury" logo, reminiscent of the logo prior to the "swirled" Cadbury logo of 2003. Cadbury Dairy Milk Buttons and Freddo have this logo. BAR & A HALF In June 2009 Cadbury launched the "Cadbury Dairy Milk Bar & A Half" range as a replacement to the Cadbury Dairy Milk "8 chunk" across several Dairy Milk variants. The concept is that the bar is to be more "portion able", so parts of the bar can be "saved for later" although the bar is the same as the old 8 chunk but in Fruit and Nut, Whole Nut and Standard. This bar has the new logo and packaging. A similar technique has been introduced with Cadbury brands Double Decker, Boost and Wispa. However instead of larger bars, two separate bars are packaged together and are
5

called "Duo". Double Decker and Boost both received a packaging refresh at the same time.

PRODUCTION Many of the newer Dairy Milk varieties are now manufactured in the Republic of Ireland, France and Poland. Dairy Milk itself is also manufactured in France and these products are sold in the UK. In early 2006, Cadbury changed the weight of its medium bars from 200g to 250g, effectively phasing out the 200g "Wafer" bar, as the way it was manufactured did not allow for it to be manufactured as a 250g bar.[citation needed] Several reformulated versions are sold in the United States as the U.S. Food and Drug Administration does not allow products that replace cocoa butter with vegetable fat to be called chocolate. In Australia, Cadbury Dairy Milk was reformulated in 2006 and again in 2009, with the addition of palm oil as a replacement for some cocoa butter. This occurred in conjunction with a weight reduction of the standard block from 250g to 200g. There has been some outcry over the reduction in block size while the price stayed the same, although Cadbury states that the wholesale cost per gram should be the same and the retailers may not have adjusted their prices.[5][6] In August 2009, Cadbury announced it would return to a Cocoa Butter only formula due to a poor response from consumers.[7] Dairy Milk is sold in the United States under the Cadbury label, but it is manufactured by The Hershey Company in Pennsylvania. [edit]
7

Fairtrade Cadbury secured Fairtrade certification for solid-chocolate Dairy Milk bars in the UK and Ireland in 2009, with the first bars bearing the Fairtrade Mark produced on 21 July 2009.[8] The company has since announced plans to roll out Fairtrade-certified Dairy Milk bars in Australia and New Zealand (and by extension Japan) in spring 2010, and in Canada that summer.[9]

PRE-2007 ADVERTISING 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 July 2008. In 2004, Cadbury 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.

Glass and a Half Full Productions In 2007, Cadbury launched a new advertising campaign entitled Gorilla, from a new in-house production company called "Glass And A Half Full Productions".[10] The advert was premired 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".[11] It is supposed to relate the joy of playing drums to that of eating a chocolate bar.[12] The advert has now become extremely popular with over three million views on Youtube, and 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". [13] 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.[14] 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". Both remakes premiered once again during the finale of Big Brother 2008[15] In January 2009, another new advert was released, of two children moving their eyebrows up and down rapidly to a
10

set electro-funk beat: "Don't Stop the Rock" by Freestyle. [16] In April 2010 a fifth advert aired, containing a scientist mixing milk and chocolate to make a dairy milk bar to the tune of ' The Only One I Know ' by The Charlatans. Glass and a Half Full Records A new 'record label' was launched as part of the Glass and a Half Full Productions campaign. The first song released was Zingolo featuring Tinny, to promote Fairtrade Dairy Milk.

VARIETIES
11

India Cadbury Dairy Milk [18] Cadbury Dairy Milk Crackle Cadbury Dairy Milk Roasted Almond Cadbury Dairy Milk Fruit and Nut Cadbury Dairy Milk Shots Cadbury Dairy Milk Silk Cadbury Dairy Milk Eclairs Pakistan Cadbury Dairy Milk Cadbury Choco United Kingdom Cadbury Dairy Milk Cadbury Dairy Milk Bar & A Half Cadbury Dairy Milk Buttons Cadbury Dairy Milk Giant Buttons Cadbury Dairy Milk Caramel Cadbury Dairy Milk Caramel Nibbles Cadbury Dairy Milk Fruit and Nut - almonds and raisins Cadbury Dairy Milk Whole Nut - hazelnuts Cadbury Dairy Milk Double Choc Cadbury Dairy Milk Turkish - Turkish delight Cadbury Dairy Milk with Crunchie Bits Cadbury Dairy Milk Apricot Crumble Crunch Cadbury Dairy Milk Cranberry and Granola Cadbury Dairy Milk Bubbly
12

Ireland Cadbury Dairy Milk Cadbury Dairy Milk Bar & A Half Cadbury Dairy Milk Buttons Cadbury Dairy Milk Giant Buttons Cadbury Dairy Milk Caramel Cadbury Dairy Milk Caramel Nibbles Cadbury Dairy Milk Fruit & Nut - almonds and raisins Cadbury Dairy Milk Whole Nut - hazelnuts Cadbury Dairy Milk Double Choc Cadbury Dairy Milk Tiffin - biscuits and raisins Cadbury Dairy Milk Coconut Rough Cadbury Dairy Milk Turkish - Turkish delight Cadbury Dairy Milk Mint Crisp Cadbury Dairy Milk Golden Crisp - Crunchie pieces Cadbury Dairy Milk Caramello Australia and New Zealand Cadbury Dairy Milk Cadbury Dairy Milk Fruit & Nut - almonds and raisins Cadbury Dairy Milk Hazelnut Cadbury Dairy Milk Roast Almond Cadbury Dairy Milk Brazil Nut Cadbury Dairy Milk Cashew Cadbury Dairy Milk Macadamia Cadbury Dairy Milk Coconut Rough Cadbury Dairy Milk Mousse - chocolate mousse Cadbury Dairy Milk Caramel Whip - caramel and nougat
13

 Cadbury Dairy Milk Chocolate Whip - chocolate and nougat Cadbury Dairy Milk Marble Cadbury Dairy Milk Peppermint Cadbury Dairy Milk Breakaway Cadbury Dairy Milk Caramello - caramel Cadbury Dairy Milk Rocky Road - marshmallows, cherry flavoured jellies, peanuts and coconut Cadbury Dairy Milk Snack- caramel, pineapple, orange, Turkish delight, strawberry and coconut ice. Cadbury Dairy Milk Top Deck - milk chocolate and white chocolate Cadbury Dairy Milk Triple Decker - milk chocolate, white chocolate and a third layer (see notes below) Cadbury Dairy Milk Three Wishes - milk chocolate, white chocolate and dark chocolate Cadbury Dairy Milk Black Forest Cadbury Dairy Milk Turkish Delight Cadbury Dairy Milk Duo - double choc Cadbury Dairy Milk Mint Chips Cadbury Dairy Milk Malt Crisp Cadbury Dairy Milk with Crunchie Cadbury Dairy Milk Desserts Banoffee Pie Cadbury Dairy Milk Desserts Berry Pannacotta (New Zealand) Cadbury Dairy Milk Desserts Boysenberry Shortcake Cadbury Dairy Milk Desserts Crme Brulee Cadbury Dairy Milk Desserts Fudge Brownie Cadbury Dairy Milk Desserts Lemon Cheesecake
14

 Cadbury Dairy Milk Desserts Tiramisu Cadbury Dairy Milk Bubbly Canada Cadbury Dairy Milk Cadbury Dairy Milk Fruit & Nut - almonds and raisins Cadbury Dairy Milk Hazelnut Cadbury Dairy Milk Almond Cadbury Dairy Milk Bubbly Cadbury Dairy Milk Mint Menthe Cadbury Dairy Milk Orange Cadbury Dairy Milk Toffee Cadbury Dairy Milk Peanut Butter Cadbury Caramilk caramel

Q:-2 Do you eat chocolate? Total Number Of Mamber Yes No 15

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Total No of member = Total No of member eating chocolate = Total % of member eating chocolate = =

Q:- 4 Which of the chocolate do you prefer? No of Member Dairy Milk Kit Kat Perk Milky Bar

16

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Total No of member = Total % of member eating Dairy Milk = = Total % of member eating Kit Kat = = Total % of member eating Park = = Total % of member eating Milky Bar = =

Q:- 5 Which of the chocolate do you prefer? No of Member Once a day Once in week 2-3 time a day Occasionally 17

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Total No of member = Total % of member eating Chocolate once a day = = Total % of member eating Chocolate Once in week = = Total % of member eating Chocolate 2-3 time a day = = Total % of member eating Chocolate occasionally = =

Q:- 6 Which of the flavor do you prefer ? No of Member Fruit & Nut Roast Almond Crackle Chocolaty 18

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Total No of member = Total % of member eating Fruit & Nut Flavor = = Total % of member eating Roast Almond Flavor = = Total % of member eating Crackle Flavor = = Total % of member eating Chocolaty Flavor = = Q:- 7 Where do you purchase your chocolate ? No of Member Nearest Shop Malls Exhibitions Never buy myself 19

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Total No of member = Total % of member purchase Nearest Shop = = Total % of member purchase eating Malls = = Total % of member purchase Exhibitions = = Total % of member purchase Never buy myself = = Q:- 8 What you like about Dairy Milk Chocolate ? No of Member 1 Marketing strategy Packing Advertising 20 Other

2 3 4 5 6 7 8 9 10 11 12 13 14 15

Total No of member = Total % of member like about Dairy Milk Chocolate Marketing strategy = = Total % of member like about Dairy Milk Chocolate Packing = = Total % of member like about Dairy Milk Chocolate Advertising = Total % of member like about Dairy Milk Chocolate Other = Q:- 9 Why you like selected Chocolate ? No of Member 1 2 Due to taste 21 Due to Advertisement Due to Its size Other reason = =

3 4 5 6 7 8 9 10 11 12 13 14 15

Total No of member = Total % of member like selected Chocolate Due to taste = = Total % of member like selected Chocolate Due to Advertisement = = Total % of member like selected Chocolate Due to Its size = Total % of member like selected Chocolate Other reason = Q:- 10 If you want new flavor in Dairy Milk than what is it ? No of Member 1 2 3 Due to taste Apple Flavor Orange Flavor Cashew Flavor 22 = =

4 5 6 7 8 9 10 11 12 13 14 15

Dry Fruits Flavor No New Flavor No New Flavor No New Flavor Apricot Flavor Almond Flavor No New Flavor Mix Fruits Flavor No New Flavor No New Flavor No New Flavor No New Flavor

Conclusion As I have done market research on Dairy Milk chocolate. it is very well known brand . All age group people eat it , but mainly 10 20 years age group like it most . It has many
23

size, cost and variety of chocolate, but mainly Rs. 5 and Rs. 10 are purchased by customer. Papule can eat Dairy Milk any time, but maximum like to eat it once in week and occasionally. It has so many flavors like crackle, Fruit & Nut, Roast Almond and Chocolaty. Maximum people like to eat chocolaty flavor. It is Easily available every were nearest shop, exhibition, malls. But Maximum people like to buy from nearest shop. Dairy Milk is highly famous for this Advertising, Market strategy and socially due to taste. Finally over all the Dairy Milk have very good goodwill in the market or we can say that in the eyes of customer.

24