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Project Report On Consumption pattern of Cadbury India Ltd’s Dairy Milk in Mumbai, India Project Guide Submitted By MMS – Marketing 2008-2010 UNIVERSITY OF MUMBAI 1 TABLE OF CONTENT Table of Contents Table of Content ............................................................................................................................................................2 Certificate ...........................................................................................................
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   1 Project ReportOnProject GuideSubmitted By MMS – Marketing2008-2010UNIVERSITY OF MUMBAI Consumption pattern of Cadbury India Ltd’s Dairy Milk in Mumbai, India   2 TABLE OF CONTENT Table of Contents Table of Content ............................................................................................................................................................ 2   Certificate ...................................................................................................................................................................... 4   Acknowledgment ........................................................................................................................................................... 5   executive summary ........................................................................................................................................................ 6   Objectives of the Study .................................................................................................................................................. 7   1.   Chocolate Confectionary Industry in india ............................................................................................................ 8   Industry trends .......................................................................................................................................................... 9   Growth ..................................................................................................................................................................... 10   Prospects ................................................................................................................................................................. 11   2.   Cadbury India Ltd. ................................................................................................................................................ 12   Company History ..................................................................................................................................................... 12   company values and strategy .................................................................................................................................. 13   Corporate Social Responsibility ............................................................................................................................... 14   Corporate governance ............................................................................................................................................. 14   Product Portfolio ..................................................................................................................................................... 16   Chocolates ........................................................................................................................................................... 16   Snacks .................................................................................................................................................................. 18   Beverages ............................................................................................................................................................ 18   Candies ................................................................................................................................................................ 19   Gums .................................................................................................................................................................... 19   3.   Environment Analysis .......................................................................................................................................... 20   Porter’s five forces model ........................................................................................................................................ 20   SWOT ANALYSIS ....................................................................................................................................................... 22     34.   Internal Analysis .................................................................................................................................................. 25   Financial Analysis ..................................................................................................................................................... 25   Cadbury’s Top and Bottom Line Over the years .................................................................................................. 25   Comparison with Industry Average ..................................................................................................................... 26   Current Status of the industry ............................................................................................................................. 28   Key points addressed in Director’s Report .......................................................................................................... 28   5.   Competitor Analysis ............................................................................................................................................. 30   Market Share Analysis ............................................................................................................................................. 30   Nestle ....................................................................................................................................................................... 32   Gujarat Cooperative Milk Marketing Federation (AMUL) ....................................................................................... 33   6.   Cadbury Dairy Milk .............................................................................................................................................. 34   Marketing Mix ......................................................................................................................................................... 34   Repositioning ........................................................................................................................................................... 40   7.   Customer Analysis ............................................................................................................................................... 44   Methodology ........................................................................................................................................................... 44   Analysis .................................................................................................................................................................... 45   Preliminary Analysis ............................................................................................................................................. 45   Final Analysis ....................................................................................................................................................... 52   FISHBEIN Analysis ................................................................................................................................................ 55   Limitation of the Study ............................................................................................................................................ 59   8.   Action Plan ........................................................................................................................................................... 60   Appendix ...................................................................................................................................................................... 61   Questionnaire Used ................................................................................................................................................. 61   Bibliography ................................................................................................................................................................. 66     4 CERTIFICATE Director Project Guide
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