Cadbury Dairy Milk in India

Group Assignment Report

PRODUCT AND BRAND MANAGEMENT

ANALYSIS ON CONSUMER AND BRAND PERCEPTIONS OF BRAND DAIRY MILK 

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Chandragupt Institute of Management, Patna

Supervised by:                Prof. Anup Raj

GROUP 6

NUPUR (80050)

KUNDAN KUMAR (80024)

MD RIZWAN ALAM (80026)

RANDHIR KUMAR (80037)

INTRODUCTION

Cadbury India has been in India for over 60 years, having started in 1948 as an importer of chocolates. Our work ethic, values systems and quality standards make us an employer of choice in India. Our large community extends into India's agricultural spaces. Since 1965, Cadbury has pioneered and enhanced the development of cocoa cultivation in India.

Cadbury Dairy Milk is the benchmark for quality in chocolates in India, loved across all age groups, sometimes saying it better than words. A bar of pure delight, offering the real taste of life. All any chocolate aficionado needs, is an excuse to bite into the Cadbury Dairy Milk square. As they say, khanewalon ko khane ka bahana chahiye!

Marked by its higher milk content, Cadbury Dairy Milk was launched in India in 1984; a progression of the Cadbury Milk chocolate bar initially brought to India in 1948. In the next three years, Cadbury India launched variants of Cadbury Dairy Milk such as Fruit & Nut, Crackle and Roast Almond.

The brand has won awards for several marketing and advertising campaigns - an Emvie in 2010 for Best Integrated Campaign and an Effie Gold in 2011. It was one of the first brands to be promoted on the mobile-phone platform with the hugely popular Pappu pass ho gaya campaign.

Positioned in the early days as the brand that was as loving as a mother's hug, it grew into the brand that everyone loved, offering the real taste of life! In recent years, it has become associated with auspicious beginnings (shubh aarambh), celebrations (kuch meetha ho jaye, Pappu pass ho gaya, cricket victory and Miss Palampur beauty pageant) and the joy of pay-day!

RESEARCH METHODLOGY

Objectives of Project: The main objective of the Study is to analyze the consumer and brand perceptions of brand dairy milk.

Research Design: Descriptive research.

Data sources & Type: The data sources used are both primary as well as secondary. Primary information was achieved by conducting in depth interviews and survey with the help of interview guide and questionnaire. The secondary data is obtained from the Cadbury website.

Research Tool: The main process of data collection was through depth interviews.

Sampling Methodology

Sample size: The sample size has taken 8 consumers which consists 4 males and 4 females with the age group of 20-40 years for the study.

Sampling method: The sampling method adopted is convenience sampling.

Information captured:

• Use and usage situation
• Purchasing process, decision making
• Memories / associations/experience related to brand
• Awareness about brand, physical attributes, functional benefits, emotional/tangible benefits.
• Brand as perceived by the customer  

FINDING AND ANALYSIS

USE AND USAGE SITUATION:

During the study, it was found that people generally use Cadbury dairy milk chocolates in various situations like the use it in the party, they also use it in festive seasons, during marriage ceremony, birthday, and Raksha bandhan they use celebration packs. So today it is used in auspicious beginning, gifts etc.

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