Cadbury India Ltd.
A Module-5 Project Report
ON
“CADBURY CO. LTD.”
SUBMITTED TO:-
NARANDAS JETHALAL SONECHA MANAGEMENT & TECHNICAL
INSTITUTE
IN PARTIAL FULLFILLMENT OF THE
REQUIREMENT OF THE AWARD FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
IN
GUJARAT TECHNOLOGICAL UNIVERSITY
Submitted by:
Enrolment no. Name MBA Sem
208170592024 NIKET RAIKANGOR M. 2
208170592044 MANSURI MOHAMMAD IBRAN 2
208170592022 HIREN RATHOD D. 2
208170592025 JIGNESHKUMAR TOTIYA 2
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Acknowledgement
The success completion of any work would be always be incomplete unless we
mention the valuable cooperation and assistance of those people who were a source
of constant guidance and encouragement, they served as bacon light and crowned our
efforts with success.
We would like to extend our sincere gratitude to our faculties for
their guidance.
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PREFACE
A Practical Study Project Report is an integral part of the MBA program [Link]
main objective of the project report is to enhance the skill of researcher and gain the
valuable knowledge of management skills that will be useful in the future career
building.
A Practical Study Project Report is one of the highly effective means of the Learning
and acquiring worldwide knowledge. It generates concerted effort by students to
acquire in depth knowledge on a subject and present the same in systematic manner.
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Declaration
We, the undersigned IBRAN, NIKET, HIREN and JIGNESH students of
MBASEM -2 hereby declare that the project work presented in this report is our own
work and has been carried out under the guidance of MR. PRADEEP MEHTA of
NARANDAS JETHALAL SONECHA MANAGEMENT & TECHNICAL
INSTITUTE. This work has not been previously submitted to any other university
for any Examination.
DATE: STUDENT’S SIGNATURE:
PLACE:
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INDEX
Sr. No. Particular Page No.
1 Introduction and History of the company 6
2 Subject code and Subject name 11
3 SWOT 12
4 Business Analytics 13
5 Corporate Finance 16
6 Marketing Management 19
7 Human Resource Management 22
8 Production & Operation Management 27
9 Research Methodologies 30
10 Entrepreneurship 33
11 Bibliography 38
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Cadbury India Ltd.
INTRODUCTION& HISTORY
Company Cadbury is a leading global confenctionery company with an outstanding
protolio of chocolate ,hum and candy brand , we create brand . we create brand
people love – brand like cadbuury , Trident and halls , Our heritage starts back in
1824 when john cadbury opened a shop in birmingham selling cocoa and
chocolate . since then we have expanded our business throughout the world by a
progamme of organic and acquisition led growth . On 7 may 2008 , the separation of
our confectionery and americas beverages businesses was complate creating cadbury
pic with a vision to be the world’s BIGGEST and BEST confectionery.
CADBURY INDIA
In india , cadbuury began its operation in 1948 by importing chocolates
It today has 5 company – owned manufacturing & 4 sales office in 4 metros.
The corporate office is in mumbai
Cadbury enjoys a value market sharfe of over 67 % -the highest cadbury
brand share in the world
The brand cadbury dairy milk is considered the “gold standard “ for
chocolates in india
Cadbury in india oeprated in five.
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Cadbury India Ltd.
COMPANY PROFILE
Name of industry: Confectionery
Head Office: Uxbridge, United Kingdom
Establish Year: 1824, Birmingham, United Kingdom
Brand Name: Cadbury
Competitors: Mars, Nestle, Kraft Foods, Lindt, Ferrero, Dove
Chairman: Roger Carr
Product: Dairy Milk (various flavours), Crunchie,
Starbar as Wunderbar, Cadbury Coconut, Mr. Big,
Caramilk, Flake, Creme Egg, Mini Eggs, Pep
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Cadbury India Ltd.
Mission
Cadburys mission statement says simply: ‘Cadbury means quality’.
Vision
The Barrow Cadbury Trust’s vision is of a peaceful, equitable society, free
from discrimination and based on the principal of social justice for all.
Objective
To make lots of chocolate
Improve the quality of their chocolate
To survive in the market.
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COMPETITORS
Here below mention picture is about the different competitors of Cadburyare as
follows:
The main competitors for Cadbury Company are:
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Sub. code Subjects and Topics
4529201 BA: Visualization Of Data In Excel
4529202 CF: leverages
4529203 MM: digital marketing
4529204 HRM : Recruitment in Cadbury
4529205 POM : TQM by Cadbury
4529206 RM :Questionnaire on Cadbury
4529207 ENTP: Creative & Innovative packaging
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SWOT ANALYSIS
BUSINESS ANALYTICS
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PIE CHART:
A pie chart is a type of graph that represents the data in the circular graph. The slices
of pie show the relative size of the data. It is a type of pictorial representation of data.
A pie chart requires a list of categorical variables and the numerical variables. Here,
the term “pie” represents the whole, and the “slices” represent the parts of the whole.
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Marketshare in %
Indian Chocolate
6% Market share 2021
6%
21%
67%
Cadbury Nestle Ferrero Other
Company’s Market share in %
Cadbury 67%
Nestle 21%
Ferrero 6%
Other 6%
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CORPORATE FINANCE
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Leverage
Leverage results from using borrowed capital as a funding source when investing to
expand the firm's asset base and generate returns on risk capital. Leverage is an
investment strategy of using borrowed money—specifically, the use of various
financial instruments or borrowed capital—to increase the potential return of an
investment
Operating Leverage:
Operating Leverage Operating leverage is concerned with the relationship
between the firm’s sales revenue and its earnings before interest and taxes or
EBIT. It states the sensitivity of operating profit before interest and tax to the
changes in quantity produced and sold.
Following the two project of Cadbury Ltd.
Particular Project-A Project-B
Sales 279.90 243.61
Less: variable cost 105.50 90.96
Contribution 174.4 152.65
Less: fixed cost 60.65 60.65
EBIT 113.75 92
Less: interest 5.69 4.6
EBT 108.06 87.4
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Conclusion:
Degree of operations project B is more than project A. there for project b is
riskier as compared project a.
Project-A Project-B
CONTRIBUTION CONTRIBUTION
Financial Leverage = EBIT
Financial Leverage = EBIT
174.4 152.65
= 113.7 5 = 92
= 1.53 = 1.65
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MARKETING MANAGEMENT
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Digital Marketing Strategy of Cadbury
Digital Marketing: At a high level, digital marketing refers to advertising
delivered through digital channels such as search engines, websites, social media,
email, and mobile apps. Using these online media channels, digital marketing is the
method by which companies endorse goods, services, and brands.
Digital marketing strategy: A digital marketing strategy is a plan that helps
your organization attain specific goals through carefully selected marketing channels
such as paid, earned, and owned media.
Cadbury’s Social Media Marketing
Cadbury India has separate social media profiles for its various brands. This also
helps them promote their brands effectively. Let us first now understand Cadbury
India’s social media presence by looking at the number of followers for its different
brands across Face book and Instagram.
1. Face book and Instagram
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2. Cadbury’s Brands on YouTube
Cadbury India uses YouTube as its primary medium for campaigning its marketing
activities. It has separate channels for its various brands and is updated regularly. So
let’s now take a glimpse at the overall subscribers’ count of their brands on
YouTube.
You tube link: [Link]
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HUMAN RESOURCE MANAGEMENT
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RECRUITMENT IN CADBURY
Recruitment in CADBURY is a very fair and transparent process with adequate
opportunities to look for suitable candidates internally as well as from outside.
Applicants are generally invited on the basis of specific advertisements in
newspapers and websites- A Committee of officers called the Central Recruitment
Committee handles the entire recruitment process comprising screening of
applications, preliminary short-listing, interviews and final selection. Every attempt
is made to made the selection process as objective as possible by incorporating tests
of competence. In some cases, outside consultants are retained- All decisions of the
recruitment committee are recorded in respect of each candidate. Candidates are
informed of their short-listing and selection immediately after the interview or at the
earliest thereafter.
THE PROCESS OFRECRUITMENT IN CADBURY
1. Identify vacancy
2. Prepare job description and person specification
3. Advertising the vacancy
4. Managing the responses
5. Short- listing
6. Arrange interview
7. Conducting interview and decision making
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1. Identify vacancy
Before commencing a recruitment process, all vacancies need to be
identified with whole details. Details like; the position is required or not,
full-time or part-time employees are required, skills, knowledge and
qualifications needed to perform it etc.
2. Prepare job description and person specification
It is important to write effective job descriptions and person specifications. A
job specification is a detailed description of the role, including all
responsibilities, objectives and requirements. A person specification is a
profile of your ideal new employee, including skills, experience and
personality type.
[Link] the vacancy
Choose where to advertise; should go to any agency or post on official
website and social media platforms. If it is an external recruitment then it
is necessary to properly advertise about the job openings otherwise it is
fine to advertise within the organization itself. Post both the job-
description and job-specification when advertising about the vacancies .
4. Managing the responses
After receiving the resume from the interested applicants, the next step is to
arrange all the resumes according to priority and relevance. Ensure you read
carefully through each application and assess each applicant in relation to the
job-description and job-specification.
5. Short- listing
Short-listing is the process of deciding which applicants should be
followed up with an interview and which applicants can be immediately
ruled out. It is not possible to interview every applicant. So, the
organization has to sort out best-possible candidates from the applicants'
pool.
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6. Arrange interview
Now it's time to fix the date, venue and interviewers for interviewing.
Then, the chosen candidates will be contacted through call, message, mail
or letter for the interview.
7. Conducting interview and decision making:
The last step is to conduct interviews with the best-possible candidates.
Here the interviewee tries to find out the strong and weak point of a
candidate, to choose the best of the best candidate. After completing all
the interview, the HR-department decides who will be offered the job.
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PRODUCTION & OPERATION MANAGEMEN
Cadbury monitor the production process by using Total Quality
Management:
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Cadbury monitor the production
process by using total quality
management to ensure that the
chocolate/products that are
produced are
of a high quality and meet the needs
of the customers, this is vital
for Cadbury because they produce
chocolate products mainly which
has a
lot of substitutes, this means that
customers could loose interest in
Cadbury products if their demands
are not met or thought about.
To enforce total quality
management Cadburys have
supervisors that
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monitor the machines, the other
workers and the products that are
made.
Cadbury also monitor the quality of
their products by using a quality
assurance system, (mentioned
above) total quality management –
TQM.
TQM ensures that the products that
Cadbury produces tastes good to the
customers, is appealing to the
customers, customer complaints are
solved, listening to customers and
Cadbury make continuous
improvements to their products.
Those are all the benefits for
Cadbury
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monitoring the quality of their
products and using a quality
assurance
method.
At the moment Cadburys use TQM
to monitor the quality of their
products and as a quality assurance
method. I think that this could be
improved if other methods of
quality assurance and monitoring
production were used; I think that
this would help to improve them.
An alternative quality assurance
method that Cadbury could use is
benchmarking. Benchmarking is a
method for comparing the
performance
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of one business against another, this
would of an advantage to Cadbury
because they could compare their
sales figures, production figures etc
against a major competitor (Nestle
for example), the comparisons
would
help Cadbury to set aims and goals
for the business itself and once
the aims have been met it may
almost be certain that Cadbury is
outperforming its competitor.
However the competitor that
Cadbury choose has to be near
enough the
same size business as Cadbury, this
is to make the benchmarking fair.
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As well as the above benchmarking
will help Cadbury to do better than
their competitor(s).
To improve the monitoring method
that Cadbury could use to monitor
their products, Cadburys could
continue to use total quality
management – TQM and also give
all the other workers more
responsibilities by enforcing self-
checking and inspection on the
products produced at Cadbury.
Self- checking is traditionally the
main method of a business to
achieve quality control, to ensure
that the workers inspect the
products professionally, correctly
and properly Cadbury should make
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Cadbury monitor the production process by using total quality management to
ensure that the chocolate/products that are produced are of a high quality and
meet the needs of the customers, this is vital for Cadbury because they produce
chocolate products mainly which has a lot of substitutes, this means that
customers could loose interest in Cadbury products if their demands are not
met or thought about. To enforce total quality management Cadburys, have
supervisors that monitor the machines, the other workers and the products that
are made.
Cadbury also monitor the quality of their products by using a quality assurance
system, (mentioned above) total quality management – TQM. TQM ensures
that the products that Cadbury produces tastes good to the customers, is
appealing to the customers, customer complaints are solved, listening to
customers and Cadbury make continuous improvements to their products.
Those are all the benefits for Cadbury monitoring the quality of their products
and using a quality assurance method.
At the moment Cadburys use TQM to monitor the quality of their products and
as a quality assurance method. I think that this could be improved if other
methods of quality assurance and monitoring production were used; I think
that this would help to improve them. An alternative quality assurance method
that Cadbury could use is benchmarking. Benchmarking is a method for
comparing the performance of one business against another, this would of an
advantage to Cadbury because they could compare their sales figures,
production figures etc against a major competitor (Nestle for example), the
comparisons would help Cadbury to set aims and goals for the business itself
and once the aims have been met it may almost be certain that Cadbury is
outperforming its competitor.
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However, the competitor that Cadbury choose has to be near enough the same
size business as Cadbury, this is to make the benchmarking fair. As well as the
above benchmarking will help Cadbury to do better than their competitor(s).
To improve the monitoring method that Cadbury could use to monitor their
products, Cadburys could continue to use total quality management – TQM
and also give all the other workers more responsibilities by enforcing self-
checking and inspection on the products produced at Cadbury.
Self- checking is traditionally the main method of a business to achieve quality
control, to ensure that the workers inspect the products professionally,
correctly and properly Cadbury should make a list of things that the workers
should check.
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RESEARCH METHODOLOGY
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Questionnaire:
1. Do you eat chocolates?
(a) Yes (b) No
2. Which brand of chocolates do you use?
(a) Cadbury (b) Amul (c) Nestle (d) Other
3. Do you think price of Cadbury product fair in market?
(a) Yes (b) No
4. From where you buy the product of Cadbury?
(a) Super market (b) Mall (c) Retail store (d) other
5. Are you aware of any campaign of the above brand?
(1) Yes (2) No
6. What factors effects you in a chocolate advertisement?
(a) Brand ambassador (b) Company (c) Music (d) Jingles
7. By which media you prefer to watch advertisements?
(a) TV (b) Hoardings (c) Newspapers (d) Magazines
8. Are you satisfied with the quality & taste of the Cadbury product?
(a) Yes (b) No
9. Which Cadbury’s product do you usually prefer or use?
(a) Dairy milk (b) 5 star (c) Fruit & nut (d) Perk
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10. Do you think Cadbury product is easily available in market?
(a) Yes (b) No
11. How do you rate Cadbury’s product?
(A) Good
(B) Satisfactory
(C) Average
12. Describe Cadbury’s product in one word?
________________________________
13. Your feedback on Cadbury’s products?
________________________________
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ENTERPRENEURSHIP
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Creative strategy and innovative packaging
Creative strategy: A creative strategy is like an outline or blueprint that is
prepared before the launch of a new marketing project or campaign. It not only
outlines what the components of the marketing message are, but it also determines
who it should be conveyed to, and in what tone.
Innovative packaging: in any form is produced from biological waste and
fungi using an innovative process. The biowaste is first crushed and mixed with
special fungal cultures (mycelium). Then you give the mycelium a few days to grow.
The growth is made possible by the biowaste, which serves the fungi as food.
Christmas
With one month to go until Christmas Cadbury feels it is time to start talking about
‘Christmas-tactic ‘pieces of packaging.
Design Bridge brings festive craft and jollification to Cadbury Christmas range:
featuring felt fabric details layered on top of knitted winter landscapes, the designs
are used across 22 products, which include advent calendars and gift boxes, and
bring a new sense of festive fun and Christmas crafting to the range.
Kate Galle, Creative Director from Design Bridge commented, "Using knit as our
starting point, we have developed a design that celebrates authentic, homemade
Christmas crafts and makes the packaging feel joyful. Every element of our design
looks like it’s been embroidered and stitched onto the packaging, bringing a home-
crafted feel to the range that makes people smile.”
Design Bridge used the term ‘Christmas jollification’ to guide their thinking around
what makes a Cadbury Christmas particularly special and took inspiration from
festive home-knitted jumpers and felted Christmas stockings.
Keen to get the crafted elements just right, Design Bridge experimented with
different sizes of knit and felt stitching to ensure the right balance of textures was
achieved on pack, and even went as far as hand-stitching a giant felt Santa Claus.
The team then created a set of guidelines for how to construct the layered designs.
The proportions of purple, red and white on pack were carefully calculated so that
Cadbury stands out on the shelf while retaining its festive appeal.
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As part of the project Design Bridge also researched the different ways Santa has
been portrayed throughout the centuries and applied their ‘Christmas Jollification’
thinking to create a new Santa to appear across the Cadbury Christmas range.
Paige Winter, Senior Client Manager, commented, “Our new Santa is the true
bringer of chocolate at Christmas and adds joy to the designs through his friendly and
fun appearance. He has open, welcoming arms with lots of Cadbury chocolates in
tow, and has rosy cheeks, a full curly beard and a jaunty flick in his moustache that
suggests his playful sense of humors.”
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Halloween
NEW VISION HAS CADBURY HALLOWEEN TREAT BOXED UP
Visitors to Cadbury World in Birmingham can take home a pumpkin with a
difference this Halloween, thanks to the work of New Vision Packaging.
The Kettering-based packaging design and sourcing specialist has worked alongside
the leading confectionery manufacturer to design a box to house the 800g chocolate
creation.
The chocolate pumpkin is being sold at the Cadbury World shop, home to an
exclusive range of handmade chocolate products, with packaging created by New
Vision.
The pumpkin is housed in an outer carton made from a heavy-duty Kraft board, used
to give strength to the product. The carton also features three innovative pumpkin
shaped biodegradable plastic windows, and a clever carry handle top to ensure that it
can be transported safely by the consumer. Printed from six colors and with a satin
varnish, the carton features artwork created by brand design agency We Are Pure.
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Diwali
Iss Diwali Khushiyan Le Chalo
When gifting this Diwali, put an end to the same old mithai boxes. Instead, choose
from our extensive range of Cadbury Diwali gift hampers to gift to your employees,
business partners, friends and family. There’s nothing more delightful than receiving
a beautifully designed box of lip-smacking Cadbury chocolates on Diwali. Our most
attractive feature is the ability to personalize every chocolate hamper. A simple
measure such having personalized messages and images printed on the Cadbury
Dairy Milk Silk Miniatures Gift Pack, can go a long way in creating an emotional
aura around the gift. There are 24 delicious mini bars of dairy milk chocolate in a
pack and each one comes individually wrapped.
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Bibliography
[Link]. Enterpreneurship.
Kotler, P. Marketing Management.
[Link]
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