western Institute of Technology
Department of mtech
TERM PAPER ON CADBURY
DEP OF MBA
USN NO- as67655444
ABSTRACT This term paper was done to show Cadbury’s marketing mix and actually how they employ the 4P strategies- Product, Place, Price and Promotion in real world scenario. This project provides us with exposure to Chocolate confectionery, Beverages, Biscuits, Gum and Candy in India which is one of the most promising segments in India today. We studied the strategies employed by Cadbury India Limited that makes it the market leader and suggested few recommendations of our own. The term paper is truly based or intended to bring forth the necessary aspects regarding the different areas of the product. The thorough study of the different aspects of the product is done here. Information from books and internet sources have been chosen so as to make on the term paper . Through market research, a company can examine what the market wants, and look at their current products and services to s
ee if they are satisfying the customer's needs. By analysing the market and its requirements, companies can change a product or develop a new product in order to match the requirements of the people they are targeting. In order to sell their product or service, companies need to persuade customers and consumers that their product is different to or better than other similar products and services – that it has a unique selling point (USP).
The book of Philip kotler has been the basis of the term paper and proper design criteria has been met. The internet sources have been properly used throughout the paper. Marketing mix strategies and product life cycle has been properly discussed along with the graph.
1. INTRODUCTION 4 2. CADBURY 5 3. CADBURY IN INDIA 6 4. 4 P’S OF PRODUCTS 7 5. PRODUCT LIFE CYCLE 14 6. PACKAGING 16 7. LABELLING 18 8. SELLING 19 9. DISTRIBUTION STRATEGY 21 10. CONCLUSION 23
THE CADBURY name has been in existence since 1824 when john Cadbury opened his first shop in Birmingham England (Cadbury Ireland as a subsidiary of) Cadbury Schweppes in the fourth largest confectionary business in the world selling chocolates sugar and gum based products. Cadbury Ireland is the number one confectionery in Ireland. today Cadbury’s best tasting chocolates constitutes the main ingredient of much of these products including everything from solid blocks to chocolate filed bars and novelties, the Cadbury brand is associated with best tastingchocolates. Cadbury India Ltd. is now a part of Kraft Foods.Chicago-headquartered Kraft Foods acquired Cadbury last January for $18.9 billion. Cadbury India operates in five categories – Chocolate...
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