A Summer Training Report on

THE INTEREST OF NON-SELLING NONCHOCOLATE POINTS TOWARDS CADBURY SALE UNDER -- NEW CHANNEL DEVELOPMENT
Under Guidance of :

Mr. Pradeep Pathak (Sr. Sales Officer) Mr. Zaki Ahmad Khan (Sales Officer) Mr. Shouvik Sanyal

Prepared By :

Mohd. Sitab Ansari

INTRODUCTION
Cadbury Schweppes is a confectionery and beverage company. Founded in 1905, its headquarters at Berkeley Square, London, United Kingdom. It employs 60,000 people in over 200 countries The worlds No 1 Confectionery company The world's No 2 Gums company The world's No 3 beverage company Cadbury started its operation in india in 1948 with his base chocolate Dairy milk as Cadbury India Ltd.

LOCATION
Himachal Pradesh

Gwalior Pune

Thane

Banglore

LOCATION
Delhi Kolkata Mumbai Chennai

Organizational Structure
MANAGING DIRECTOR
GENERAL MANAGER (Sales)

BRANCH MANAGER
BRANCH SALES MANAGER Sr. AREA SALES MANAGER

AREA SALES MANAGER

For

AREA SALES EXECUTIVE

Give Reports to

Small Towns

Sr. SALES OFFICER

Give Reports to

SALES OFFICER

MANAGEMENT STYLE
There are the main management styles that a business can have these are:
Democratic

Consultative Autocratic

Cadbury's management style is democratic. This is when all members of staff work together as a team. The managers listen to the other employees ideas and suggestions before they go ahead with decisions. If ideas are found to be achievable and successful by the senior group, then it is taken forward. Then as a team they reach a decision. The approach of this style is that they care and listen to everyone in the teams view and what they think not just their own. This style can be used in both large and small groups. It would work well in a large motivated groups because they can come to a decision a lot quicker, but in a smaller group they can fail with coming up with a decision amongst themselves and will need real guidance and direction. If a decision cannot be made then a vote will take place and the out come will be the one with the most votes. This management style is good for Cadbury because it motivates workers; with having power and decision- making and through this it allows them to be involved in the business.

TURNOVER
1058 874 74.1

764 52.4

41.3

2004

2005

2006

Total Revenues
y Cadbury

Net Profit

Indias Financial year is January-

December y Figures in Rs Crore

Moulded- Dairy milk, Almond

Fruit & Nut

Bournvita Drinking Chocolates Cocoa

Bytes

Countline- Perk, 5 Star, Covering Chocolates Panned- Gems, Nutties Assorted- Celebration Pack,
Rich Dry Fruit Collections, Heros

Dairy Milk clairs, Halls & Bubaloo

for Chocolates
Nestle Amul Imported Chocolates
Campco Hershey Mars

for Snacks

while Gifting

I T C

Britania Parle Wrigleys

Lays
Haldiram

Prefeti Nutrine

STRATEGIES
Market Penetration Strategies
 Confectionary Shop & Medical Stores  Launch of New Brand  Packaging for a new product  Award winning Advertisements

Market Development Strategies

 Cadbury s Banner & Posters  Lucky-Draw Scheme for Top Performing Retailers  Purple Star Counter s

Product Development Strategies

 Small Shows in Shopping Malls and Schools  Event Sponsorship in colleges  A.C. Buses and Trains  Product Placement in Movies

Brand Name Rich Product Mix

Support from the Parent Cadbury Schweppes

Lack of launch of new brands in chocolates Cocoa Production

Distributors Services Not Up to the Mark at various places

Develop New Channels Towards Rural Area Untapped Market

Stiff competition in confectionery segment Entry of other foreign players Big Competitors in small Segments

NEW CHANNEL DEVELOPMENT

New Channel Development is focused on Developing New Channels for increasing the sale of Cadbury products and as well as the availability of the Cadbury products at various places. These New Channels are NonConventional Channels for Sale. This may include -- GIFT SHOPS, SWEET SHOPS, RESTAURANTS, STATIONARY SHOPS, CYBER CAFES for direct selling the products. But there are more options which is used under New Channels i.e. CORPORATE HOUSES (which includes Banking, Insurance, etc), SHOWROOMS- AUTOMOBILE, BRANDED READYMADE, JEWELRIES, ELECTRONICS & CONSUMER DURABLE, and COACHING INSTITUTE.. These options are enhanced for the increasing in Cadbury Sale by Gifting the Cadbury Products mostly the Celebration Packs, And Rich Dry Fruit Collection. With increasing competition from Nestle, Amul and imported brands like Campco, Mars and entry of foreign players like Hershey who is number one chocolate manufacturer in the US it is imperative for CIL to pay immediate attention towards this. For maintaining the Robust growth and for increasing the availability and selling of the Cadbury Products New Channels can be a Good option.

OBJECTIVES
To Examine the Interest towards Eating Chocolates To Find Out the Most Popular Brand in Chocolates To Examine the Interest towards Selling Chocolates To Examine the Interest towards Gifting Chocolates To Find Out the Best Occasion for Gifting Chocolates To Examine the Benefits by Selling Cadbury Chocolates

RESEARCH METHODOLOGY
RESEARCH DESIGN: Descriptive Research. UNIVERSE: Kanpur City SAMPLING UNIT: Non-selling Chocolate Points SAMPLING TECHNIQUE: Non-Probability Convenience and Judgement Sampling. SAMPLE SIZE: 150. DATA COLLECTION METHOD: The data collection method is Personal Interview through well structured Questionnaire method. TYPE OF DATA: Primary data. DATA ANALYSIS TOOLS: Table, Charts and bar graphs.

LIMITATIONS
Questionnaire survey analysis is done in Kanpur and results may not be correct in case of any biased or incorrect information given by respondents.


Observations and recommendations are based on the daily experience in the market. They may not support the factual.


At some places while survey it took lot of time as the answers had to be given by the most responsible one.
  

The time limit was very less to conduct the research in such a large area. Some of the respondents did not give sufficient time to disclose the relevant information.

Corporate Houses

Showrooms

Stationary& GIFT shops Cyber Caf & telecom Restaurants & Sweet Shop Institutes

Others

60 50 40 30 20 10 0 31

Distribution of Samples, Nature of Business wise

56 25 12 17

INTEREST TOWARDS EATING CHOCOLATES

RESPONSE RESPONDENTS

YES NO
Total Respondents

125 25 150

NO 17%

YES 83%

Interpretation- Out of 150 samples only 25 respondents were not interested towards eating chocolates and 125 respondents showed interest towards eating chocolates.

Most Popular Brand in Chocolates

120 105 100

80

60

40 8

6 20 1

0 Cadbury Nestle Amul Any Other Mixed

Interpretation- Out of 125 respondents, who were consuming chocolates, 105 respondents preferred consuming Cadbury products.

Interest Towards Selling Chocolates

RESPONSE RESPONDENTS

YES NO May be Cant Say

Total Respondents

38 106 3 3 150
NO 71%

Cant Say 2% May be 2% YES 25%

Interpretation- Out of 150 respondents only 38 were ready to sell Cadbury products whereas 106 respondents were not interested in selling chocolates.

Most Preferred Facility to Enjoy While Selling

Facility to be Provided RESPONDENTS

V.C. Dispenser Outlet Selling Activity V.C. or Dispenser No Facility

19 3 3 9 4

No Facility 11% V.C. or Dispenser 24% Outlet Selling Activity 8% Dispenser 8% V.C. 49%

Total 38 Respondents

Interpretation- Out of 38 respondents, 34 respondents were those who required facilities for selling Cadbury products in which Facility of V.C. was most preferred which was about 19 respondents and 4 were those who did not want any kind of facilities from the company for selling the products.

Presently Gifting Data & Responses

RESPONSE RESPONDENTS

YES NO
Total Respondents

118 32 150

Response for Gifting Presently

NO 21%

YES 79%

Interpretation- Out of 150 respondents, 118 respondents were presently offering gifts to their customers, business partners, employees, etc. and 32 were not at all offering any kind of gifts.

Occasions for gifting

Diwali Diwali & Dushhera Diwali, Holi & other

Best Occasions for Gifting Purposes

RESPONDENTS 25 5 17 6 34 14 6 11

O thers 12%

M ixed 5% None of these 9% D iwali 21% D iwali & D ushhera 4% D iwali, H & oli other 14%

Diwali, Rakhi & other Diwali & others Others Mixed None of these Total Respondents

D iwali & others 30% D iwali, R akhi & other 5%

118

Interpretation- Out of 118 respondents 25 offer gifts at only Diwali, 34 like to offer gifts at Diwali & other festivals and 14 are those who offer gifts at other time.

Most Preferred kind of Gifts

R elated to Bu ness D urable Item s 14% D urable Item s & ther 15% 10% A ny other 11% Incentives & ther 3%

Chocolates
D ry Fruits & weets 8%

39%

Interpretation- Out of 118 respondents, 46 which is about 39% were offering Chocolates, 15% about 18 respondents were offering Durable Items & others.

Most Preferred Brand as a Gifting if offering chocolates

Any o h 24% Any O e 4% Amul 0%

Ne e 7%

Cadbu 65%

Interpretation- Out of 46 respondents, Cadbury is most prefferd Brand as a gifting by 30 respondents which is about 65% of the respondents.

Interest towards Gifting Chocolates in Future

RESPONSE YES NO May be Cant Say RESPONDENTS

89 38 16 7
NO 26% May be 11% Cant Say 5%

Total 150 Respondents

YES 58%

Interpretation- Out of 150 respondents, 89 were ready to offer chocolates products in future, 38 respondents did not want to offer chocolate products in future.

Most Preferred Brand for Gifting in future

100 90 80 70 60 50 40 30 20 10 0 Cadbury Cadbury, Nestle & Amul Any Brand Decide Later

Cadbury, 90

Cadbury, Nestle & Amul, 3

Any Brand, 5

Decide Later, 7

Most Preferred Collection in Cadbury

1% 22% Chocolates 16% Celeberation Pack 3% Rich Dry Fruit Collection Chocolate & Celeberation Celeberation & R.D.F.C
All three (Choc., Cleberation & R.D.F.C)

28%

30%

Benefits Regarding Selling Cadbury

18 16 14 12 10 8 6 4 2 0 Money (Profit) Value Adding & Money (Profit) Money, ValueAdding, Diversification Value Adding with Customer Attraction 7 5 11 17

Conclusions
Majority of the population was interested towards eating chocolates which was about 83% respondents
84% of the respondents preferred Cadbury products while consuming.

Out of total only 25% showed interest towards selling chocolates products. The most preferred facility required for selling chocolate products were VC and Dispenser. Major gifting is done at the time of Diwali. Chocolate covers 39% of the total offering of gifts. 58% of the respondents were interested in gifting chocolate products in future. The most preferred brand for offering chocolate products in future is Cadbury. The respondents are interested in selling chocolates mostly for Monetary Benefits.

Suggestions & Recommendation

 Cadbury should focus on NCD as it has a wide scope to boost up their sales.  Higher margins should be given under NCD.  Cadbury should focus on the Gifting segment through NCD.  Cadbury should work on their packaging & make them more attractive as new threats from foreign chocolates are moving in.  Cadbury India Ltd. Should focus on the services rendered to the retailers.