...business Woburn safari park and Cadburys world. Why have I chosen these businesses? Woburn safari park: I have chosen this business to explore the business qualities this company has, Woburn safari park plays a key tourist attraction in the UK it provides both local and international tourists a chance to explore the different animals the company provides, Woburn is a perfect example due to the fact that it promotes tourism development not just for the safari park but it also within a family of services such as inns, weddings , occasions and cooperate events and you can also book it for your own use. Cadbury world: I have also chosen this business because it includes a lot of business opportunities it provides confectionary foods and beverages for the outside world it also plays a part for tourism because they own a factory which includes shops where customers can purchase any Cadbury creations, they also have an interactive tour where people get shown all around the factory and get given free samples of chocolate, this gives me a chance to really dwell on how the business operates. What do these businesses do? Woburn Park provides a service for anyone willing to participate they give families a chance to enjoy a fun day out for full customer satisfaction they also promote animal awareness to maintain the company’s reputation; they also do a VIP experience where customers get up close with the animals. Cadbury provides confectionary products to customers and a gift shop to get products...
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...Concepts and Process of marketing applied in Cadbury Annelize Vermeulen 8/3/2012 Task 1 | Table of Contents Step 1: Understand the marketing place and customer needs 2 Step 2: Designing a customer driven marketing strategy 3 Essential customer value 3 Market Segmentation 3 Demographic Segmentation 4 Segmentation according to age and life cycle of the target market: 4 Gender 4 Income 4 Generation 4 Psychographic Segmentation 5 Behavioural Segmentation of Cadbury dairy Milk 5 Readiness to buy the product 5 Benefits 6 Attitude 6 Step 3: Preparing an integrated marketing plan and program 7 Product: 7 Product and Service Attributes 8 Price: 9 Promotion: 10 Place: 11 Step 4: Building customer relations 12 Step 5: Capturing value from customers 12 Benefits and disadvantages of marketing for Cadburys 13 References 14 Cadbury and its marketing process Marketing is an important process in which customers’ needs and want are identified, fulfilled and estimated in a way that is also economic and beneficial to the company. (CIM, 2001) It is essential for every company to make use of these tools in order to make there company the best it can be. It is important to give customers what they want, when they want it and at a competitive market price. Step 1: Understand the marketing place and customer needs It is of crucial nature that the market place and wants and needs of clients and prospected clients are clearly understood. ...
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...PRODUCT AND BRAND MANAGEMENT CADBURY Rationale of CBBE model: Basic premise: The power of a brand resides in the minds of the customers. The challenge is to ensure that the customers have the right kind of experiences with the products and services and their marketing program to create the right brand knowledge structures i.e. Thoughts Feelings Images Perception & Attitudes Building a strong brand involves a series of steps as part of a “branding ladder”. It is characterized by a logically constructed set of brand “building blocks”. We need to identify the areas of strength and weakness and to provide guidance to marketing activities. BRAND SALIENCE Brand Salience measures awareness of the brand, how often and how easily the brand is evoked under various situations or circumstances. It is the same as brand identity i.e. Who are you? DEPTH OF AWARENESS It measures how likely it is for a brand element to come in mind i.e. ease of recognition and the ease with which it does so i.e. recall value. The Cadbury brand is associated with best tasting chocolate which includes from everything from solid blocks to chocolate filled bars and novelties. For many people , chocolate is Cadbury and no other brand will do. The core values of quality, taste and emotion supports the Cadbury brand. Consumers know that they can trust a chocolate bar that carries Cadbury branding. The swirling chocolate and „glass and a half‟ are powerful images. They both portray a desire for chocolate...
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...1. Is Cadbury a marketing-oriented firm? -I believe that Cadbury is more a selling-oriented firm than a marketing-oriented one. Still we can see some market-oriented factors in their procedures. I believe that Cadbury is a selling-oriented company since they follow the concept that holds that consumers and businesses, if left alone, will ordinarily not buy enough of the organization¡¦s products. The organization must, therefore, undertake an aggressive selling and promotion effort. Cadbury is part of an industry in which competitors are involved in which all the competitors are involved in extensive advertising and promotional activities. Consumers are bombarded with TV commercials, newspapers, ads, direct mail, and other activities. Also we can see the pattern of the selling concept, which is: Factory "žÂ± Products "žÂ± Selling & Promotion "žÂ± Profits through sales volume We can see how Cadbury follows this pattern. They first manufacture a product. Then they use intensive selling and promotion in order to generate profits throughout sales volume. Selling is preoccupied with the seller¡¦s needs to convert his product into cash. Marketing focuses in the idea of satisfying the needs of the customer by means of the product and the whole cluster of things associated with creating, delivering, and finally consuming it. Cadbury is not primarily focused in the consumer. They are focused in sales. In the soft drink business all of the competitors are focused in the cash...
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...CUSTOMER SATISFACTION TOWARDS CADBURY’S CHOCOLATES ACKNOWLEDGEMENT The satisfaction and euphoria that accompany the successful completion of any task is incomplete without the mention of people who made it possible. So I take this as a great opportunity to pen down a few lines about the people to whom my acknowledgement is due. It is with the deepest sense of gratitude that I wish to place on record my sincere thanks …………………………………………………., my project guide for providing me inspiration, encouragement, guidance, help and valuable suggestions throughout the project. I would also like to thank all my respondent for giving me their valuable time and information. OBJECTIVE TO KNOW THE CUSTOMER PREFERENCE TOWARD THE CADBURY’S CHOCOLATES. TO KNOW THAT THE CONSUMERS ARE FULLY AWARE ABOUT THE CADBURY’S CHOCOLATES. Introduction The Cadbury’s Inc has taken the opportunity to offer us a broader view of chocolate category. The Cadbury India’s no.1 Chocolate is able to share with their market insights based upon unparalleled breath of chocolate experience. Cadbury has grown from strength to strength with new technologies being introduced to make the Cadbury confectionary business, one of the most efficient in the world. The merge in 1969 with Schweppes and the subsequent development of the business have led to Cadbury Schweppes taking the led in both, the confectionary and soft drink market in tech UK and becoming a major force in the international market. Cadbury Schweppes...
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...identified by their name, the way they look, their voice and personality. In the same way a product is presented so that a consumer will always be able to recognize it as distinct from any other similar product. Critical to the success of any product is the creation of the right identity. Identity means that a product is easily recognizable and differentiates from the offerings of competitors. Our store takes the concept of a traditional chocolate shop and adds the element of creativity and health. Our customers will have the opportunity to come into our store and concoct their own chocolate tailored to a customer’s desire that is health conscious. Cadbury Diet will be reinventing itself by producing a low-calorie dark chocolate which will be tagged as a healthy snack in contrary to the recent issues that the confectionery industry has faced. Cadbury chocolate bar has been tagged as the “People’s Chocolate Bar” manufactured by the Cadbury Company and founded by John Cadbury in 1824.Cadbury is a British confectionery company owned by Kraft Foods and is the industry's second-largest globally after Mars, Incorporated. With its headquarters in Uxbridge, London, England, the company operates in more...
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...Introduction Bournvita is a power brand. Bournvita was launched in 1948 and is one of the oldest brand in the malted beverages segment. The brand is a market leader in the Brown health drink segment with a market share of over 17 %. This is a brand that has sustained over time and competition. Cadbury's - true to its reputation has managed to sustain this brand over these years. The brand has sustained because of Cadbury's invested in the brand and also ensured that the brand changed in tune with the times. Bournvita is a chocolate flavored health drink. When the brand was introduced in the market, it tried to solve a perennial problem that mother's face : a need for a healthy food which is tasty. Bournvita offered that unique combination of health and taste.. The brand used the tagline : Goodness t hat Grows with You. During 1980's the brand changed its focus from Upbringing to Intelligence. The tagline was changed to : Brought Up Right, Bournvita Bright. In 1990's the brand felt that it should be focusing on the overall health of the kid thus changed its focus on Body and Mind. The brand also took Energy as a main focus and thus evolved the famous VO ( voice over) : "Bournvita has proteins, minerals and carbohydrates" . Along came the famous tagline : Tan Ki Shakthi , Man Ki Shakthi. During 1998, the brand faced intense competition from Milo from Nestle. At this time, the brown health food drink segment was facing issues of stagnation because of lack of value addition...
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...Study of Consumer Behaviour for Cadbury Dairy Milk By, Group 1 Contents 1. Introduction 3 2. Methodologies 4 3. Objectives 5 4 Emergence of chocolate industry in India 6 4.1 Cadbury Company’s profile 8 4.2 Range of Products 11 4.3 Major Competitors 13 4.4 Cadbury Dairy Milk 15 4.5 Pre Purchase behaviour analysis 17 4.5.1 Factors influencing Purchase Decision 17 4.5.2 Age group of people 17 4.5.3 Product Purchased for 18 4.5.4 Preference for Brands 19 4.5.5 Consumption Pattern/Frequency of Purchase 19 4.5.6 Access to Product Information 20 4.5.7 Preference across Cadbury brands 20 4.5.8 Place of Purchase 21 4.5.9 What is preferred? Bar or Isolated Chocolates 21 4.5.10 What do you prefer? Dairy Milk or Traditional Sweets 22 4.6 Major Findings and Recommendations 23 4.7 Conclusion 23 5 References 23 1. Introduction The primary objective of the study is to understand the consumer behaviour and consumer preferences for consuming Dairy Milk chocolates costing Rs 5/-. A pre purchase questionnaire was prepared for the same and 20 consumers were surveyed. The respondents were interviewed at Mahabalipuram and Chennai market. Cadbury is the market leader in India with a 68% market share and this was evident when 83% of the respondents cited that Dairy Milk was their favourite chocolate. Our analysis revealed that Cadbury advertisements play a major role in influencing consumption of the product. Cadbury also has very high brand equity and this is one...
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...Internal and External Customers BIS/303 September 9, 2013 Internal and External Customers Many businesses have been successful because the company uses the four functions of management. The four functions are organizing, controlling, leading, and planning for management focuses on customer satisfaction. If the company does not use these factors the chance for succeeding will decrease. Many diverse issues cause the four functions of management to consider the planning team to work out details involving the company. The following paragraphs will outline these factors using Cadbury, KBR, Hilton, and Disney Corporation as examples. Internal Factors The Cadbury employees are training on a constantly basis and working on communicating with customers to improve satisfaction. Cadbury has a training website name Welcome Host for managers at www.welcometoexcellence.co.uk and the customer service training is on this website. There are several training courses he or she has to take and teaches the individual to show confidences in what he or she learned. This shows the customer that the employee is serious about that job. The customer must understand what he or she is trying to portray and not confused the customer. To handle the overwhelming phone calls the company may need to hire an extra staff for customer service and by creating a website the company can minimize the amounts of phone calls to the business. Disney has made each of the services available...
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...DEMAND FORECASTING IN CADBURY PREFACE All praises to ALLAH Almighty who has blessed me with knowledge to accomplish the task of completing this project. This project has given us a chance to observe the practical work of an organization closely and the demanding techniques used by a company to make Forecasts effectively.. Finally this project has enhanced my analyzing power and sense of observation. I am very thankful to our respected course instructor who had assigned me this valuable project. It is her worthy kindness that I am at this level of knowledge. Rabi’aa Naushad BB-A hons * Cadbury Dairy MILK: * INTRODUCTION: Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury, except in the United States where it is made by Mondelēz International. It was introduced in the United Kingdom in 1905 by and now consists of a number of products. Every product in the Dairy Milk line is made with exclusively milk chocolate. In June 1905 in England, Cadbury made its first Dairy Milk bar, with a higher proportion of milk than previous chocolate bars, and it became the company's best selling product by 1914. George Cadbury Junior, responsible for the development of the bar, has said "All sorts of names were suggested: Highland Milk, Jersey and Dairy Maid. But when a customer’s daughter suggested Dairy Milk, the name stuck." Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon followed by Whole Nut in 1933. By this point...
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...Introduction According to philosophers the field of ethics comprises of systematizing, defending, and recommending concepts of right and wrong behavior. Dino Lobaton has a definition and states that the"standard definitions of ethics have typically included such phrases as 'the science of the ideal human character' or 'the science of moral duty”. WhereasRichard William Paul and Linda Elder define ethics as "a set of concepts and principles that guide us in determining what behavior helps or harms sentient creatures". Deducing from the line defined by several parties to develop the concept we can come up with a definition for business ethics, it can be defined the yard sticks, criteria and standards that guide behavior in the world ofbusiness. Ethics forms an integral part of day-to-day business transaction, this is because the business transactions are handy in every society and this form the backbone of mutual interdependence and survival. Ethical values and legal principles are usually closely related, Ethics is different from law because it involves no formal sanctions. In some cases, the law mandates unethical conducts and they are not punishable but the state. Unethical behavior or a lack of corporate social responsibility, by comparison, may damage a firm's reputation and make it less appealing to stakeholders.Whenever the topic of business ethics is introduced we can almost always think of the positive side of the topic, e.g. how it will build trust and increase the...
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...interesting size, * To weigh no more than 40g, * Keep its original shape. * Finally, to be heavily advertised. All these conclusions have been made through my research and market surveys as represented in my questionnaire result's graphs (in introduction section) and with other secondary research on Cadbury's confectionary markets (in the appendix). Therefore my product will be called Cadburys 'Nutty Buttons' and my advertising slogan is going to be 'Go on, go a little nuts!' The product will keep its customary packing, so customers can refer to the existing product and its successful reputation. The packaging will be purple with a picture of a 'Nutty Button' in the middle and the slogan on the side. Therefore my product would come under the 'Product Diversification' criteria of the Ansloff Matrix, as it is a new product with an extension strategy that appeals to a new market. This will therefore increase Cadburys revenue, as I will make money from a previously untouched market. I chose to develop an existing product of Cadburys, because through my internal and external research I discovered that the confectionary market was practically saturated and any new product launch would not last without the strong foundations of a popular/existing brand name. Hence I decided to make a new product extension, as I felt it was the best way for me to launch a successful product for my target market. The External factors influencing...
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...Business Environment: A Case Study of Cadbury Schweppes Table of Contents Particulars: Page No. Introduction 03LO1 Understand the organisational purposes of businesses 1.1 Purposes of the Cadbury Schweppes: 031.2 How Cadbury Schweppes meets its Stakeholders objectives 041.3 Responsibilities and strategies by Cadbury Schweppes 05LO2 Understand the nature of the national environment in which businesses operate2.1 Resources allocation is different economic system 05 2.2 Impact of fiscal and monetary policy on business to allocate its resources 06 2.3 How the competition policy and other regulatory mechanisms impacted on Cadbury Schweppes 07LO3 Understand the behaviour of organisations in their market environment3.1 Market structures in determining the pricing and output decisions 083.2 Market forces shape organizational responses 093.3 Business and cultural environment change the shape of an organization 10LO4 Be able to assess the significance of the global factors that shape nationalbusiness activities4.1 Significance of international trade to United Kingdom business organizations 114.2 Impacts of global factors on UK business organizations sectors 114.3 Impact of policies of the European Union on UK business 12------------------------------------------------- Merit Description------------------------------------------------- ...
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...comprehensive analysis of the environment that affecting to Dairycova was done. With respect to the micro environment of the company, affect of the customers and the competitors has analyzed. And also analyzing the macro environment, we have identified affect of the PEST factors. Thereafter SWOT analysis was done identifying the favorable and unfavorable f actors in the internal & external environment. Company has clearly set objectives what is planned to achieve in the future. As well as we could identify several issues that will affect our attainment. As to identify the target market several groups of customer segments have been taken into consideration. By analyzing consumer characteristics and behavior the most appropriate segments have been selected. Several marketing tools used by the firms to pursue its marketing objectives. Company has selected relevant pricing strategies, innovative distribution strategies and attractive communication techniques. We allocate sufficient funds to market our products and achieve our future objectives. 2. Current market situation 2.1 Market analysis Generally in Sri Lanka chocolate is consumed as a snack, given as a present and used during festival season and some variants as an ingredient in cooking as well. Sri Lankan chocolate market is very competitive and it consists with complex customer base. It means consumers have knowledge about categories of chocolates, ingredients of chocolates and companies which produced chocolates...
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...CADBURY INDIA LIMITED Cadbury India Limited is the biggest chocolate importer and manufacturer in India since 1948 (Cadbury, 2007), launching series of chocolates for the various segments and strata of people in India’s large and diverse population. Exploiting the monopoly of Cadbury’s market can be highly beneficial and profitable by launching our product, Cadbury Choco Slim, a diet chocolate which will specifically serve the needs and wants of the higher income group who are more health conscious and can afford to pay for a product that serves their purpose. Throughout this project we will cover particular segments and the marketing mix strategically implemented for this selected segmented in order to achieve maximum profit and customer satisfaction. Personal interviews of various customers and their families have seemed successful for the acceptability of Choco Slim. The use of internet has been very helpful in obtaining various data which were further implemented in our project to describe our suggested product in much more detail. The use of graphs and charts has been made for a more vivid visual experience of the results that were fetched via our research. CHOCOLATE Let’s get familiar with our taste buds. What is chocolate? Where does it come from? What is it made of? These questions are some of the basic ones that we usually forget to ask ourselves as we are mesmerized with chocolates and its sweet, soothing and insatiable taste. Chocolate is a delicacy, a...
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