TO STUDY THE CONSUMER BEHAVI OUR I N MALTED FOOD

DRI NKS WI TH SPECI AL REFERENCE TO BOURNVI TA

SUMMER TRAINING PROJECT REPORT
SUBMITTED TOWARDS PARTIAL FULFILLMENT
OF
BACHELOR OF BUSINESS ADMINISTRATION
(Affiliated To Punjab Technical University, Jalandhar)
Academic Session
[201-2014]
SUBMI TTED BY:
OKORI E ANI NWI TTE
11211910001
UNDER THE GUIDANCE OF SUBMITTED BY:
PRIYA BHATNAGAR NAME: OKORIE ANI NWITTE
ROLL NO: 11211910001

PUNJAB TECHNICAL UNIVERSITY
DIRECTORATE OF DISTANCE EDUCATION JALANDHAR, KAPURTHALA-144601

PREFACE

Project report in any organization is an attempt to provide the student a particular input and exposure
to the real world situation in which it has to work in future, my project report in on TO STUDY
THE CONSUMER BEHAVIOUR IN MALTED FOOD DRINKS WITH SPECIAL
REFERENCE TO BOURNVITA based on to find out the importance of internet in marketing
sector. The extract of the work is presented in the report under various headings introduction,
overview and profile of companies.
The project provides me chance to study and analyze the topic. It enhances my knowledge in field of
E-Commerce sector and in company sector. This project also gave me chance to improve logical
thinking and interacting pattern while working on this project








ACKNOWLEDGEMENT

With profound sense of gratitude and regard, I express my sincere thanks to my guide and PRIYA
BHATNAGAR for her valuable guidance and the confidence she installed in me, that helped me in
the successful completion of this project report. Without her help, this project would have been a
distant affair. Her thorough understanding of the subject and the professional guidance is indeed of
immense help to me I am also thankful to the faculty members of our institute who cooperated with
me and gave me their valuable time.








TABLE OF CONTENTS
S.No
.
TOPIC Page.No
Acknowledgement
Executive Summary

1 Introduction
1.1 Introduction
1.2 Company profile
1.3 Business overview
1.4 Objectives
1-13
2 Research Methodology
2.1 Research Problems
2.2 Sampling Design and Sampling units

14-30
3 Analysis and Findings
3.1 Data Analysis
3.2 SWOT analysis
31-49
5. Limitations 50-51
6. Conclusions and recommendations 52-57
7. Appendices 58-65
8. Bibliography 66-67




EXECUTIVE
SUMMARY
The objective of the project is to conduct a survey in the market of Cadbury malted food drink Bourn
vita, which grabs 17%market share in the total malt food drink market of India.
The project also aims an extensive study of other health drinks like Horlicks, Complan and Boost and
then to compare the Bourn vita with these malted food drinks and to make the analyses that how
Bourn vita is gaining a major presence in the market among all health drinks.
The research included the behavior of Retailers and Consumers. The research was in the form of a
survey and 100 retailers and consumers were surveyed.
Regarding retailers researcher got to know that retailers prefer to keep, Bourn vita among all malted
food drinks available in the market, on their outlet and only Bourn vita has the highest sales among
all these drinks.
Regarding Customers, researchers found about their preference about selecting a drink, most of the
consumers gave Taste as first preference while selecting a malted food drink, most of them aware of
the big brand and its company.
This is how Bournvita is enjoying a major share in the market and hence is a leader in market of
India.



INTRODUCTION
1. INTRODUCTION
CHOCOLATE MARKET IN INDIA
FACTS AND FIGURES
Chocolate market is estimated to be around 1500 crores (AC Nielson) growing at 18-20% per
annum
Cadbury is the market leader with 72% market share
The per capita consumption of chocolate in India is 300 gram
compared with 1.9 kilograms in developed markets such as the United
Kingdom
Over 70 per cent of the consumption takes place in the urban markets
Margins in the chocolate industry range between 10 and 20 per cent, depending on the price
point at which the product is placed
Chocolate sales have risen by 15% in 2007 to reach 36000 tones according to one estimate.
Another estimate puts the figure at 25000 tones
The chocolate wafer market (Ulta Perk etc) is around 35 % of the total chocolate market and
has been growing at around 13% annually
As per Euro monitor study, Indian candy market is currently valued at around USD 664
million, with about 70%, or USD 461 million, in sugar confectionery and the remaining 30%,
or USD 203 million, in chocolate confectionery
Entire Celebrations range market share is 6.5%
The global chocolate market is worth $75 billion annually.








MALTED DRINK MARKET IN INDIA

India, the worlds largest malt-based drinks market, accounts for 22% of the worlds retail volume
sales, as they are traditionally consumed as milk substitutes and marketed as a nutritious drink,
mainly consumed by the old, the young and the sick.
The market for Malted food drinks is large and is characterized by a few large players. The market
can be broadly segmented into white malted food drinks which dominate in the Southern and the
Eastern parts of the country and Brown Malted food drinks which dominate in the North and the
West. Large brands like Bourn vita and Horlicks dominate in Malted food drinks sector and the
growth has been steady in the last five years
Sales were aided by improved retail and distribution in recent years combined with a large child and
youth consumer base. India also recorded the highest growth (53% in US$ terms) between 1998-
2003,spurred by consumers trading up to value-added products. In 2003 for example
GlaxoSmithKline relaunched Horlicks for Kids, specifically target at young children, as well as
launching Horlicks in three new flavors.
GlaxoSmithKline accounts for 70% of malt-based hot drinks; indeed India contributes nearly 60% of
the companys global sales of the product. Other major players present include Cadbury Schweppes
and Nestl .








1.2 Company profile
Cadbury India began its operations in 1948 by importing chocolates and then re-packing them before
distribution in the Indian market. Today, Cadbury has five company-owned manufacturing facilities
at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4
sales offices (New Delhi, Mumbai, Kolkata and Chennai). Its corporate office is in Mumbai.
Worldwide, Cadbury employs 60,000 people in over 200 countries. Currently Cadbury India operates
in three sectors viz. Chocolate Confectionery, Milk Food Drinks and in the Candy category.
In Cadbury Indias words,
Our core purpose "Working together to create brands people love" captures the spirit of what we are
trying to achieve as a business. We collaborate and work as teams to convert products into brands.
Simply put, we spread happiness!
In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the
years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, clairs, Celebrations and
Bournvita. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the
world!

In the Milk Food drinks segment their main product is Bournvita - the leading Malted Food Drink
(MFD) in the country. Similarly in the medicated candy category Halls is the undisputed leader. They
recently entered the gums category with the launch of their worldwide dominant bubble gum brand
Bubbaloo. Bubbaloo is sold in 25 countries worldwide and recently being launched in India.


The Cadbury India Brand Strategy has received consistent support through simple but imaginative
extensions to product categories and distribution. A good example of this is the development of
Bytes. Crispy wafers filled with coca cream in the form of a bagged snack, Bytes is positioned as
"The new concept of sweet snacking". It delivers the taste of chocolate in the form of a light snack,
and thus heralds the entry of Cadbury India into the growing bagged Snack Market, which has been


dominated until now by Salted Bagged Snack Brands. Bytes was first launched in South India in
2003.

Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two
decades, they have worked with the Kerala Agriculture University to undertake cocoa research and
released clones, hybrids that improve the cocoa yield. Cadburys Cocoa team visits farmers and
advises them on the cultivation aspects from planting to harvesting. They also conduct farmers
meetings & seminars to educate them on Cocoa cultivation aspects. The efforts have increased cocoa
productivity and touched the lives of thousands of farmers. Hardly surprising then that the Cocoa tree
is called the Cadbury tree!












1.3 BUSI NESS OVERVI EW
Cadbury India's main source of revenue is its 70% bite of the 23,000 tones Indian chocolate market.
It is also present in the malted food market (Bournvita enjoys a 24 percent share of the 20,000 tones
brown drinks market). Of late, the company has ventured into the 120,000 tones sugar confectionery
market ('Googly') and has gained about 5% market share there. The revenue break up of its different
business segments is as follows:









1.4 PROJ ECT OBJ ECTI VE
To understand the behavior of retailers and customers towards the Cadbury product Bournvita in
comparison of other malted food drinks in market like Complan, Horlicks and Boost.
Beside this other objective is to conduct an extensive study of Cadbury Bournvita as a product and a
brand
Preference of the retailers in case of malted food drinks as a product
Preference of the retailers regarding the most viable product in term of sales
Preference of the customers regarding selection of a malted food drink
Their preference for Bourn vita as a drink
Finding the main competitor of Cadbury Bourn vita and its reasons
Finding the average sales of Bourn vita
Understanding the distribution channel of Cadbury
Understanding the various system of Cadbury like official checks to the retailers.
Customer awareness regarding Bourn vita as a product of Cadbury
There awareness about the new product launch of Cadbury Bourn vita.







BROWN BEVERAGES MARKET I N I NDI A
Brand Share
Bourn vita 47%
Boost 30%
Milo 10%
Maltova 8%
Others 5%

CADBURY INDIA








ABOUT CADBURY BOURNVI TA
Cadbury was incorporated in India on July 19th, 1948 as a private limited company under the name
of Cadbury-Fry (India). Cadbury Bournvita was launched during the same year.
It is among the oldest brands in the Malt Based Food / Malt Food category with a rich heritage and
has always been known to provide the best nutrition to aid growth and all round development.
Bournvita was one of the most loved chocolate drinks around the world. Bournvita was the
combination of two words, Brown & Vita. Brown because its brown in color & Vita because it
has lots of vitamins.
Throughout it's history, Cadbury Bournvita has continuously re-invented itself in terms of product,
packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has helped the
brand maintain its leadership position and image over the last 50 years.













HISTORY
1948 Bourn vita launched in India.
1950 The "Sleeping Beaker" was relaunched in 1950 and was now produced in a high grade plastic
material. It came complete with a blue "Night Cap" lid that could also be used as a saucer and was
sold as a special combined offer of a 1/2lb tin of Bourn-vita and a Beaker.
1972 The Cadbury Bourn vita Quiz was launched on radio in India
1980s In India, Bourn vita was positioned on taste and the goodness benefit. The communication
taglines demonstrated this Brought up right, Bourn vita bright, Goodness that grows with you
1990s Bourn vita relaunch which involved product fortification and complete refresh in the
marketing mix. The brand was positioned around physical and mental strength. Around the same
time the Cadbury born vita Quiz was taken on national television. The program made quizzing
interesting for kids, reaching out to 2.5 Lakh kids directly every year through the school contact
programs and another 20 Lakh kids through the television route
1991 The Brand sponsored the Nigerian female Soccer team, the Super Falcons to the first ever
Female World Cup.
2001 In India Bourn vita was relaunched with a renewed kid focus communication, and fresh
contemporary packaging through PET jars.
2004 Bourn vita relaunch with Superchargers, further product fortification, with a more
compelling positioning of Confidence to face daunting obstacles through the strength of body and
mind
2006 Bourn vita dawned a new look in India with international, trendy packaging. The relaunch was
accompanied by the launch of a variant BV Five Star Magic an MFD that has all the goodness of
BV with the exciting taste of Cadbury 5 Star Chocolate. Bournvita 5 Star Magic is the sparkling new
identity of the age-old favorite malt food drink Bourn vita. For the first time in its history Cadbury
India combined two of its most powerful brands Bourn vita and 5 Star to present a unique
caramelized fun taste to consumers.
2007 The Bourn vita Confidence Academy was launched in India on POGO TV (one of the leading
kids channel). The show in a first of its kind initiative showcased young prodigies who were not
rated on the performance of their own skill, but on the skill that they would learn from their peers.
The show had prodigies with varying backgrounds and talents. Ashraf; a small town folk singer,


Kabir; a west metro born dancer, Ameetoshri; a east born academics, Nikhil; a south born go kart
racing champion
2009 Cadbury launches new category of Bournvita i.e. Bournvita Lil champs for age group of 2-5
yr. this product of Bournvita contain DHA which is very essential and useful for kids

















THE J OURNEY
The brand has been an enduring symbol of mental and physical health ever
since it was launched in 1948. It is hardly surprising then, that Bournvita
enjoys a major presence in the Malt Food market.
Given its market share of 17%, Cadbury Bourn vita reaches across
hundreds of cities, towns and villages through 3,50,000 outlets in India.
It is a universal truth that mothers attach a lot of emotional importance to nourishment while bringing
up their children. However, children always look out for the tastiest option to make their daily dose of
milk more enjoyable.
It is a universal truth that mothers attach a lot of emotional importance to nourishment while bringing
up their children. However, children always look out for the tastiest option to make their daily dose of
milk more enjoyable.
Normally, price is the most important element in deciding the fate on any product. While purchasing
any health drinks however, a housewife or a mother who is ultimate buyer gives price secondary
importance she will carefully study the taste & nutritive values in the health drinks. Its all due to its
good taste and great nutritive value that it has captured the majority of the market.
Cadbury now offers two options to capture this appeal: Cadbury Bournvita, with its popular chocolate
taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich chocolate and
caramel flavor of CADBURY 5 STAR.







ABOUT BOURNVITA LIL CHAMPS
Cadbury launches Bournvita Lil Champs, its new `Cup of Confidence for little champions


Tennis Ace Sania Mirza conducts a master class for mothers on the
art of making champions at the launch event Cadbury India Ltd. launched Cadbury Bournvita Lil
Champs its latest offering for young children at an unique event with tennis ace Sania Mirza and an
excited group of children and their mothers at their corporate office.

Bournvita Lil Champs is a specially created nutrition supplement for 2 to 5 year olds with the
goodness of natural ingredients and the power of 20 scientific nutrients. It contains DHA, which is
vital for brain and vision development in the formative years of a child. In addition, it is also
supplemented with Whey protein concentrate that not only increases the over-all protein content, but
also enhances muscle development and immunity necessary for children. All this while retaining the
great taste of Cadbury Bournvita when mixed with a glass of milk.
Speaking at the product launch function, Sanjay Purohit, Executive Director, Marketing, Cadbury
India said, Cadbury Bournvita was launched in India in 1948 and throughout its history has always
aimed to provide nutrition that aids growth and all-round development. The core proposition of
Bournvita Lil Champs is to provide mental alertness and physical fitness for children in the age
group of 2-5 years. This offering has milder cocoa content and with the great Cadbury Bournvita taste
will help children realize their innate potential.
With the launch of Bournvita Lil Champs, Cadbury aims to garner 10% overall Bournvita volumes
in the Malted Food Drinks category in the next 2-3 years. The company has roped in tennis ace Sania
Mirza for the brand communication that shows her transformation from a young toddler to a tennis


champ. The new TV commercial will be aired in the first week of March and other mediums like
outdoor, Internet and radio will be leveraged extensively for brand promotion.

Endorsing the association, Sania Mirza said, I have a strong emotional attachment with the brand,
since I have literally grown up on Bournvita. Hence, I am delighted to be associated with the launch
of Bournvita Lil ChampsCadbury Bournvita Lil Champs will be available in two pack sizes 200
gms priced at Rs.64/- and 500 gms at Rs.123/- at all modern retail outlets across major cities in the
country.















RESEARCH
METHODOLOGY
RESEARCH METHODOLOGY
The study was initiated to find out the finding out the competitors of Bournvita, consumer awareness
their preference and retailers preference.
The data collection was done through
a) Survey
b) Secondary Data Analysis
Secondary data is obtained through the various websites of Cadbury, magazines and through various
search engines.
Scaling Techniques
We asked the customers to rank the various attributes according to their preference for Bournvita so
that it can be interpreted that what image Bournvita have in customers mind and which attribute of
Bournvita makes it a highest selling product. Customers were even surveyed to know brand
awareness.
Questionnaire Design
Questionnaire design was the critical issue as the questionnaire reflects the survey purpose. The
questionnaire was meticulously prepared by identifying the various variables. In few Questions scale
of yes/no was used so as to make the respondent comfortable.




Sampling Techniques
In the survey conducted, the sample was random in nature comprising of retailers and customers.
Retailers were selected randomly from the list given by distributor of Cadbury in and customers
were also selected on random basis comprising from different age groups.

Data Collection
Data collection is the important step after the sample is selected on which the survey is being
conducted. With data that is available in the hard form we converted that to electronic form, to
analyze the data using the MS Excel software.
In the data collection consumers and retailers were approached who were willing to participate in the
survey. It was conducted as a part of institute project. Purpose of the survey was explained to each
customer and retailer.
Later Questionnaire was handed over to customers, and necessary instructions were given to
complete the questionnaire. The questionnaires were returned back after filing up on their
convenience. While receiving the filled in questionnaire, care was taken to check whether there are
any unfilled items in the questionnaire. In case of retailers, all the Questions were asked to them
verbally and there reply was marked on the questionnaire this was done because some retailers were
not comfortable with the English language so to get there answers all the questions were asked to
them verbally.

Data Analysis
Separate Excel sheets were employed for analysis of customers and retailers and all the data were fed
into MS excel sheets after that according to the necessity certain marketing tools were applied like
CHI TEST and Weighted Average Mean. This makes the result, proven mathematically.





OBSERVATI ONS
Researchers find out that there was some problem in the distribution system of Cadbury
Company i.e. distribution of goods from warehouse to distributor because what the company
person was saying and, that what was happening were totally different.
It was also found that there was some problem in the benefits which company was providing
to the distributor. Benefits like damage cost and time to time certain privileges etc.
ADVERTISING OF BOURNVITA
Cadbury Bournvita advertising has moved with the times to reflect the changing needs of the
consumers.
In the early '90s all brands in the category provided purely physical benefits like nourishment, energy
and growth. It was at this time that Bournvita decided to raise the bar by promising physical and
mental benefits. This resulted in the famous Tan Ki Shakti, Man Ki Shakti Campaign which became
an anthem for the brand.

In the new millennium, keeping pace with the evolving mindsets of the new age consumers, Cadbury
Bournvita is about arming consumers with Confidence to take on physical and mental challenges that
nobody else can, resulting in one of the most successful advertising campaigns which is based on
'Real Achievers who have grown up on Bournvita'







VARI OUS PROGRAMMES ESPECIALLY ON THE BRAND NAME OF CADBURY BOURNVITA.
BOURNVI TA QUI Z CONTEST: It is a contest sponsored by Cadbury India. Initially it was a
quiz contest which was held in the cities across the length and breadth of India. But later it
became a radio and then a television show. The mastermind behind this show is Derek O
Brien who conducts this quiz show with great aplomb. Bournvita Quiz Contest is a respected
name amongst the quizzing fraternity of India. This quiz contest is at present one of the
longest running shows in Indian television and is immensely popular among the school kids
of India as well as quiz enthusiasts of all ages. This show enjoys unparalleled popularity and
has made quizzing the nations most popular events after one day cricket. The fact this quiz
contest reaches out to a million students to 4,800 schools in India is a testimony to the iconic
statue enjoyed by this quiz contest.








BOURNVI TA CONFI DENCE ACADEMY:

In a first of its kind initiative, young prodigies' confidence is being put to a whole new
challenge on Pogo TV with the launch of an innovative reality show "Bournvita Confidence
Academy".

These young prodigies excel in their skills and are confident to showcase it. However, the
BIG CHALLENGE in the Bournvita Confidence Academy will be that participants will not
be rated on the performance of their own skill, but on the skill that they will learn from their
peers! - So you have the magician singing, the racer dancing, etc







SEGMENTI NG STRATERGI ES
Cadbury has segmented the market for their flagship product Bournvita
demographically. It has segmented the market on the bases of age group; it is
targeting children aged between 5 to 16 yrs of age. It is targeting one of the biggest consumer groups
in India. Bournvita is a chocolate flavored health drink. In this segment the children give too much
importance to taste and their parents give importance to health and Cadbury has addressed both the
things very well. Thus it builds a bridge between mom and the child. And moreover with all the
fringe benefits coming Segmenting strategy Cadbury has segmented the market for their flagship
product Bournvita demographically. It has segmented the market on the bases of age group; it is
targeting children aged between 5 to 16 yrs of age. It is targeting one of the biggest consumer groups
in India. Bournvita is a chocolate flavored health drink. In this segment the children give too much
importance to taste and their parents give importance to health and Cadbury has addressed both the
things very well. Thus it builds a bridge between mom and the child. And moreover with all the
fringe benefits coming





Defining key audience
Most of the promos are targeted at children who coerce their parents into purchasing the brand. Brand
loyalties are very strong as the key target audience; children are always looking for the change.
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. Thus it targeted the

mothers concern about her child's eating habits and used the 'Nutrition Meter' as an
interesting device to communicate the RDA formula - " 2 Cups of Bournvita for
Balanced Nutrition". To further target the child section it has offered many freebies
and gifts from time to time.
POSI TI ONI NG
In marketing, positioning has come to mean the process by which marketers try to
create an image or identity in the minds of their target market for its product,brand, or organization.
It is the 'relative competitive comparison' their product
occupies in a given market as perceived by the target market.
In 1970s the brand was positioned as a product that helps in good upbringing. The
brand used the tagline: Goodness that 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. Bournvita then changed its
positioning on the health platform. The brand used an acronym RDA
(Recommended Dietary Allowance) to reinforce the health positioning. The brand
used a clever Nutritional meter to communicate the RDA formula: 2 cups of
Bournvita for balanced nutrition. \

PLACE
Cadbury is catering Bournvita to its consumer through out India through its vastdistribution channel.
Bournvita is available in various medical stores, provisionstores, super markets and all retail stores.
Promotion
An activity designed to boost the sales of a product or service. It may include an
advertising campaign, increased PR activity, a free-sample campaign, offering free
gifts or trading stamps, arranging demonstrations or exhibitions, setting up
competitions with attractive prizes, temporary price reductions, door-to-door
calling, telemarketing, and personal letters on other methods.
The objectives that are met by promoting are to move the target market through the


following phases:
Unawareness -> Awareness -> Beliefs/Knowledge -> Attitude -> Purchase
Intention -> Purchase
It is believed that consumers cannot skip over a phase, but they need to move through them.
Promotion is used to move the target market from one phase to another to finally purchase.
Bournvita has invested heavily in product development, advertising and sales
promotion. In the product development front, Bournvita had significantly changed
its packaging and the latest pack is inspired by Boost. Along with packaging
changes, the brand also had come out with a new variant: Bournvita Fivestar
Magic. The new variant has the unique chocolate with caramel flavor of Cadbury's

Fivestar. The brand is using the brand association with Five Star as a key
differentiator. All these years, Bournvita has used taste as a consistent theme to
attract the kids. The FiveStar Magic variant further reinforced this positioning. In
the advertising campaigns, Bournvita has always been a heavy spender. Bournvita
is running two different campaigns for Bournvita: one campaign for the Bournvita
Fivestar Magic and another one featuring Bournvita
Confidence Academy. In the sales promotion front also, the brand was active withits share of freebies
and gifts. The association with Cartoon Network enabled this brand to use the famous characters like
Powerpuff girls and Dexter to the brand's advantage Focus on Confidence is a smart move by
Cadbury to promote its brand BOURNVITA. Its arch rival Boost has built itself on the energy
platform and recently has gained
headway using Sachin. Hence to counter Boost, Bournvita needed to own an
important differentiation point. Confidence is something that every kid looks
forward to. By featuring real whiz kids, the brand has been able to create an impact
in the Target group.


CUSTOMER SATI SFACTI ON
Research Hypothesis
Our research report is based on the hypothesis stated as under
To find customer satisfaction from all sections of our society.













2.2 Sampling technique
A mixture of quota and stratified method was used for sampling, with care
being taken to get responses from customers of different age groups and different family sizes.
Analysis &interpretation
Sources of information influencing purchase decision
a) Advertisement
b) Children
c) Doctor
d) Family
e) Past experience
f) Retailer
g)Word of mouth
The respondents were asked to rank the factors in order of importance. A research was conducted on
the results of the survey in order to compare the means of the ranks for the factors. We can say from
the results that there is a significant difference between the ranks of the factors with a 95%
confidence.
The two most important factors that emerge out of the tests overall are the Family doctor and the
influence of the Family. This finding is an important implication for product placement. We can say
that the health food drinks should appeal to the complete family rather than only a particular age
group.



Doctors can also be an important influencer or opinion leader and hence should be targeted in the
product promotions. Some products have been promoting their products using comparative
advertisements including testifications by the doctors.
A second test can be conducted in the same manner taking only the cases where the people are having
kids in the family. We observe that the two most important factors differ from the first scenario. The
two most important factors that emerge out of the test are Family Doctor and Advertisement. Thus it
can be concluded that advertisements have an important influence on the families having kids or in turn
the kids. This can be easily observed from the large number of advertisements directed towards the
wellbeing of kids.









Product attribute influencing purchase decision

The following product attributes were identified as influencing the purchase decisions of the
customers:
a) Nourishment
b) Colour
c) Palatability
d) Economy
e) Shelf-presence
f) Packaging
g) Brand Image
h) Promotions
The respondents were asked to score the importance of the factors on a scale of 1 to 5, with 5 being
the most important. A research was conducted on the scores of the factors in order to find the most
important factors. The t-test shows there is a significant difference between the scores of the various
factors with a 95% confidence. We observe from the results that the two most important product
attributes in making a purchase decision are the Palatability and the Nourishment perception in the
minds of the customers.

25






These factors turn out to be the same irrespective of whether there are children in the family or not.
We then study the variance of these factors among various demographic groups by conducting the
one-way ANOVAs test on the scores of these 8 factors. We studied the variance of the mean scores
of these attributes among the various groups differentiated by the following factors:-
a) Income
b) Education
c) Age
d) Family size
The results of the ANOVAs tests which were conducted on the data are as shown in the. We observe
that there are no significant differences in the scores of the product attributes in different groups as
classified by Income, Education and Family size within a 95% confidence interval.
However there is a significant different on the Nourishment and Economy product attributes of
health food drinks. As is observed from the mean scores, the Nourishment aspect becomes
particularly important for people above the age of 60. It is also important for people who are young in
age i.e. less than 20. However it does not seem to be very significant for people in the age group 33-
45






The factor analysis of these attributes is done in the following
section
Factor analysis of purchase consideration
The factor analysis of the 8 product attributes yields the following 3 factors:

Factor I: Promotion, Shelf-Presence, Packaging & Economy

Factor II: Palatability, Brand

Factor III:Nourishment, Color

As factor I encompass the accessibility and affordability of the product, it can be termed as Purchase
Feasibility
As factor II encompass the palatability and brand value of the product, it can be termed as
Likeability.
As factor III encompass the nutritional value and color, an indicator of quality, of the product, it can
be termed as Utility.







Customer segmentation
The set of respondents was segmented on the basis of the demographic information namely age-
group income-group, education, family size etc. The cluster analysis on these demographic variables
yields the following 2 clusters:

Cluster 1: The members are almost uniformly distributed across all age segments except under-20in
which no member lies. However, the family size is large than 3 for all the members and a majority of
members having 1-2 child in the family. The cluster size is 27 respondents.

Cluster 2: All the members in this cluster are less than the age of 32 yrs, with the majority being less
than 20 yrs. Around 90% of the members were either single or couple thus suggesting that the
members were either students, or bachelor/newly-married young working professionals. The cluster
size is 30 respondents.

As the consumption in cluster 2 would be lower than the large families comprising kids & older
persons because of less health concerns and preference for alternative beverages, the price sensitivity
of cluster 2 would be low while cluster 1 is concerned about economy.





Different brands on product attributes
Five major selling brands were tested on the various product attributes mentioned. The brands
included in the test were:
a) Boost
b) Bournvita
c) Complan
d) Horlicks
e) Milo
The respondents were asked to score each of the brands on the various product attributes on a scale of
1 5. Test was conducted on the various product attributes for different brands. The number of
respondents who were consuming the various brands is as shown in the pie chart. As we can observe
from the graph, Bournvita is found to be the leading brand closely followed by Horlicks, while the
other brands do not have a large taking from our survey.













The results of the various brands on different attributes are as follows:
a) Nourishment: Horlicks scores well above all the brands as far as the nourishment attribute of
the product is concerned. The second brand surprisingly turns out to be Complan above
Bournvita although there are not many takers for the brand in our survey
b) color: The two brands with highest main scores are again Bournvita and Horlicks. This means that
the dark brown shining colour of Bournvita is the most liked.
c)Palatability: Bournvita scores much higher than others going with the traditions of Cadburys
tradition of taste. The second brand is Horlicks.
d) Economy: Bournvita scores the highest on the economy aspect closely followed by Horlicks. This
means that the price being offered for the product is perceived as being competitive in the health food
drink market.
e) Shelf presence: The mean score of this aspect of Horlicks is the best followed by Bournvita. This
has to do with the distribution of the brands which appears to be the best for Horlicks
f)Packaging: Horlicks and Bournvita score again above the rest of them on the packaging aspect
perception. This may be due to the range of SKU is available and also with the different types of
packaging containers like p
g)Brand Image: The mean score for brand image is the highest for Bournvita followed by Horlicks.
This means the advertising and image associations with Bournvita are very strong.
h)Promotional schemes: Bournvita scores the highest on this aspect. The other closely following
brand Horlicks seems to be lagging on this aspect. Boost on the other hand scores high on this
attribute. Thus we can well say that the market leaders are the brands who are scoring high on all of
the above attributes.







Attribute- based (MDS)
The tool used for this analysis is MDSX. The analysis was performed on the overall samples as well
as on
the 2 segments individually so as to gauge the difference in their perceptions.
The MDS on overall sample suggests that

Though the above analysis reveals the relative performance of the brands on different parameters,
attribute-based Multi Dimensional Scaling (MDS) would indicate the overall positioning of these
brands. These results are discussed here under





Brand Positioning Attributes
Horlicks Brand, Nourishment, Shelf-presence

Bournvita, Complan Palatability, Shelf-presence

Milo, Boost Promotion, Economy, Color




While the analysis on value-seekers Cluster 1 suggests that


The above table summarizes the existing positioning in minds of value-seekers and also indicates the
relative strength of brands on the basis of match between the segment concerns and the positioning
attributes








Concern Brand Positioning attributes Strength
Economy,Value-
for-money
Complan, Horlicks Brand, Shelf-
presence, Packaging,
Nourishment
Weak

Bournvita Palatability, Brand

Weak

Milo, Boost Economy,
Colour,
Promotion

Strong



While the analysis on quality-seekers Cluster 2 suggests that


The above table summarizes the existing positioning in minds of quality-seekers and also indicates
the relative strength of brands on the basis of match between the segment concerns and the
positioning attributes. None of the brands is perceived to be better on economy and packaging





Concern Brand Positioning attribute Strength
Quality, Little concern
for economy
Horlicks

Brand, Nourishment

Somewhat Strong

Bournvita Brand, Shelf-
presence, Palatability
Somewhat Strong

Boost color Weak
Milo, Complan promotion Weak


Brand Loyalty Among Customers
The respondents in the survey were asked whether they switched brands often or stick to one brand.
We observe from the pie chart given that a vast majority of people never switch brands of the health
food drink. Only about 20 25 % people change brands sometimes

Brand switching
Another question which was asked was that of the action when a retailer does not have a brand that
the Consumer wants. This again indicates that only about 20 25% of the customers actually buy
another brand when the desired brand is not present in the shop. The result of the survey is as shown
in the
We next conduct a one-way ANOVAs test to test the brand loyalty among the customers of different
brands. It is observed that there is no significant difference in the switching behavior or the action
when the brand is not available. These are the same across all the brands.













Brand Personality
The attribute-based MDS of the trait-brand matrix suggests that Horlicks &Bournvita are perceived to
be Modest, Honest, Reliable & Cheerful. Thus, these brands can be personified as a reliable and
helping friend.

Complan is perceived to Sophisticated thus it can be personified as a charming, suave and Chivalrous
gentleman.

Milo & Boost are perceived to be Bold & Spirited. Thus, these brands can be personified as fun-
loving, adventurous and daring youth.

None of the brands is perceived to be tough & rugged as is desired for a health product Customer
satisfaction refers to how satisfied customers are with the products or services they receive from a
particular agency. The level of satisfaction is determined not only by the quality and type of
customer experience but also by the customer expectations.














It was observed that there was some loop in distribution channel. Some of the retailers who
were present in city were not procuring goods from the assigned distributor.
Lastly it was observed that although Bournvita has a good image in market, both retailers
and customer are majorly in favor of this product, but still its market share is only 17% of the
total market so this problem was analyzed.










SWOT ANALYSIS



STRENGTH:
Strong brand names like Cadbury Dairy Milk, Five star and clairs,
Bournvita.
Rich product mix. Like Cadbury deals in products like Chocolates, Sugar
confectionery, Malted foods, Cocoa powder and soft drinks.
WEAKNESS:
Lack of stock maintenance at distributor level
Lack of a proper system in case of distributing the goods to distributors.
Lack of less flavor in malted food drinks
It also has a small total of market share altogether in MFD
OPPURTUNITY:
The Indian market and more specifically the urban areas where the
penetration of Chocolates is low i.e. 22% (data taken from
www.FnBnews.com)can be developed as a future market through
affordability and availability.
Using information and technology to bring efficiency in logistics and
distribution.
Launch of new product in dark Chocolates segment.


THREATS:
Stiff competition in Confectionery segment.
The company has large exposure to foreign currency exchange rate risk,
mainly on account of imported cocoa beans and cocoa butter in US Dollar and
Pound Sterling.

















It is perceived that consumers might shift from chocolates to Healthy snacks.
If this were to happen, there might be a poor product development which
would tarnish the Cadburys name



FINDINGS
AND
ANALYSIS






FI NDI NGS AND ANALYSI S

ANALYSI S OF RETAILERS
Q 1 (A) Retailers preference regarding the product

INTERPRETATION
92% Retailers prefer to have Bournvita
6% prefer to have Horlicks
2% prefer to have all which includes Bournvita, Horlicks, Complan and Boost.


Bournvita horlicks any





Q 1 (B) Retailers prefer to keep above product because of following reasons

INTERPRETATION
4% prefer to keep them due to high protein and sales
2% prefer to keep because of more margin
94% prefer to keep because of customer preference




Protein
more margin
cust.prefrence



Q 2 Usually customer ask for which product from retailers.


INTERPRETATION
96 of them go for Bournvita.
2 prefer to have Horlicks
2 ask for Complan
From the above data we can say that majorly people prefer Bournvita.



Bournvita
horlicks
complan



Q3 (A) Rank the products according to their sales.
We found out that mostly Bournvita grabbed the first rank i.e. 98 retailers says that it has the highest
sales among all.
Second and third rank is shared between Complan and Horlicks.
Boost is at the last rank as people dont prefer it so it has got the lowest sales and retailers themselves
are not willing to keep this product in their outlet

Q3 (B) Why sales of the rank 1 is high according to the above Question.
According to the retailers sales of Bournvita is high due to Window space, advertisement, easily
availability of product, its popularity and customers preference
Q4 (A) Who is the main competitor of Bournvita?
From the above column it is clear that Complan is the main competitor of Bournvita.











Q4 (B) why Complan is a competitor of Bournvita ?



INTERPRETATION
Retailers says that Complan is the main competitor of Bournvita because of following reasons
a) 74 retailers says it is preferred by customer
b) 4 says its due to its low price
c) 12 says it is due to advertisement
d) 2 says because children like
cust. Preference
low price
advertisement
scheme


e) 2 says because of its schemes
f) 2 says because of its taste and
g) 4 says due to its protein content ( generally this was said by chemist)

It is clear from the above data that Complan is the main competitor because after Bournvita Complan
is mostly preferred by customer.
Q 5 How much quantity of each Bournvita pack is sold (monthly average) by the retailers?
a) 85 g (pouch) ----- 60 b) 200 g ----- 16
c) 500 g ----- 34 d) 1 kg ----- 8














Q 6. If customer ask for any of these drinks which one of them retailer prefer to give.

INTERPRETATION
a. Bournvita 64%
b. Boost 4%
c. Complan 18%
d. Horlicks 14 %
It is clear from above pie that retailer usually prefer to give Bournvita to its customer.



bournvita
boost
complan
horlicks



Q 6(B) Retailers prefer to give Bourn vita to its customer due to following reasons
58 retailers prefer to give due to its high demand by customers
2 says due to its low price
2 says due to high inventory
2 says due to its taste
As total 64 retailers prefer to give Bournvita, its distribution is shown above.

Q7 Is there any sales target given to the retailers for the following products
a. Bournvita --- 4 says yes and it is according to the sales level like retailers have to make a sales
of 10000 or 24000 then they get around 3.5% of the margin in sales.
b. Horlicks --- 2 says that yes there are target like 250 SKU per month.

Rest of them says that as such there is no sales target.
During the survey it was told by retailers that distributors give them display target in that
target is set according to the last quarter sales. Suppose last time quarter sales was of Rs.
20000 then distributor ask retailer to sell goods worth Rs. 25000 and in this target certain
margins are there. These margins are different for different products like Bournvita has 9%
margin, chocolate less than Rs. 10 has a margin of 10%. Chocolate more than Rs. 20 has
12%margin and chocolate more than Rs. 22 has 13% margin and items worth Rs. 1 and 2
have 12 15% margin.




Q 8 Which among these have good distribution channel?
a. Bournvita 72 retailers says that it has good channel
b. Boost -- none of the retailer is satisfied with the distribution channel of boost.
c. Complan -- 4 says it have good distribution channel
d. Horlicks -- 4 says it have good distribution channel
18 retailers said that all have good distribution channel
2 says that no one of the above have good distribution channel(these two were the chemist and there
were comparing distributor of the above products with there distributors of medicines)

Q 9 For which of the following products any official checks takes place?
a. Bournvita 26 retailers says that yes, company people come for some sort of checking and
usually ask that how sales of particular product going on, are you facing any problem from the
retailers side and etc.
b. Boost -- no
c. Complan -- only 2 retailers said that yes some checking do take place
d. Horlicks -- 18 says that there official check takes place.
54 says that as such no official checking takes place only distributors salesperson come and ask
for any problem and query.




Q 10 How much quantity(average) of following product is displayed in retailers outlet
presently?


INTERPRETATION
a. Bournvita 36
b. Boost --10
c. Complan -- 12
d. Horlicks -- 4
It is seen that usually retailers have more of Bournvita than any othe competitor competitive
brand and the difference is also high.



bournvita boost
complan horlicks


ANALYSI S OF CUSTOMERS
AGE GROUPS of the customers falls under this category

INTERPRETATION
Age group number of respondent
14-20 26
21-27 35
28-35 16
36-45 7
46 & above 16



0
5
10
15
20
25
30
35
14-20 21-27 28-35 36-45 46 & above




Q1 Expectation of the customer regarding content of an energy drink .
From the graph it is clear that 46% people go for taste while purchasing any drink, 20% go for flavor,
and other major share of 30 % is taken by others it include the benefits that drink is providing like
nutritional value and price of the product, from this we can say that customer is conscious about their
health and they want value for money.
Q2 Awareness of the customer regarding several energy drinks.
According to the survey the entire customer surveyed was aware of Bournvita but few of them were
not aware of some energy drinks like Boost, Horlicks and Complan. So we can say that 100% of the
customers were aware of the product Bournvita.
Q3 Ranking the various attributes of Bournvita according to customer liking.
Rank 1 Rank2 Rank3 Rank4 Rank5
Taste 54 20 16 6 4
Availability 65 19 8 6 2
Flavor 36 34 16 10 4
Advertisement 26 22 21 15 6
Size 38 22 12 10 18

Above analysis was the response of the customers regarding various attributes in context of
Bournvita


From the table it is clear that among the various 5 attributes customer like the AVAILABILITY
factor of Bournvita.

Q4 Which product customer prefer to buy the most among all these

INTERPRETATION
a)Bournvita 69
b) Horlicks 8
c) Boost 11
d) Complan 12




bournvita horlicks
boost complan



Q5 why customer prefer to buy Bournvita?
From the survey it was conclude that customer prefer to buy Bournvita due to its availability, as from
the total customer who prefer Bournvita, 38 of them go for the availability factor.
This test is applied to determine the interdependence of various attributes with the age groups.
Q6 Customer prefer to buy which pack of Bournvita?
Mostly people prefer to but 500 g bottle of Bournvita, as among the people who prefer Bournvita
major share is taken by preference for 500 g bottle. Distribution of 69 preferred customer is as follow
Q7 Customer purchase Bournvita for whom?

INTERPRETATION
38 people said that they purchase for self consumption
26 said that they purchase it for their children
4 said for elder people at home
self consumption
for children
elderly people



Q8 Bournvita is manufactured by which company?
Mostly people who like Bournvita were aware of its brand name i.e. CADBURY. So almost 62
people out of 69 were aware of the company of Bournvita .
Q9 (A) Awareness regarding new category of Bournvita .
the number in both the cases were really close so as such no exact interpretation can be made in
regards to this. As those who were aware were 34 and those who were not was 35 so no conclusion
can be made.
We can also say that awareness play a major role in making customer aware of the new launches of
various products like Bournvita
Q9 (B) which is new category of Bournvita
Those who were aware of the new category were sure that it was little champs so 34 of them said that
new category was little champs.
Q10 satisfaction with the present flavor
Mostly people were satisfied from the present chocolate flavor of Bournvita as there number was 62
out of 69. And other who didnt like the flavor said that some more flavor should be added to the
category of Bournvita like strawberry, kesar badam, fruit flavor and etc. In short customer wanted
some different flavor from chocolate.




FI NDI NGS
The findings are in respect of the objective of the project.
According to the survey 92% of the retailers prefer to have Bournvita in malted food
drinks as it is also the most preferred drink by customers.
Most of the retailers say that Bournvita is the only drink which is good in sales and the
number of retailers who agree to this statement is around 98%.
Average sales of different packs of Bournvita are as follows:
a) 85 g 60 pieces per month on average
b) 200 g 16 pieces
c) 500 g 34 pieces
d) 1 kg 8 pieces
In terms of competition 48 % retailers says that Complan is the main competitor of
Bournvita due to preference of the customers.
Regarding various system of Cadbury like regular official visits of some company person for
regular checking is low in number as only 26 % of the retailers says that, yes it do takes place
but in terms of its competitors Cadbury have the highest number in terms of regular visits. But
still there

is always some scope of improvement so company should increase number of visits to the
retailers so that there problem and queries can be identified.


According to the survey consumer prefer Taste as one of the main attribute in selecting a
malt drink as number of people who are in this preference was 48%. N other wants some or
the other kind of benefits from malt food drinks such as nutritional value.
After selecting taste as one of the main attribute 69% consumer prefer to go for Bournvita.
So this can be said that in terms of taste most of the consumer wants to go for Bournvita.
Now after knowing the preference of the consumer it was surveyed that regular user of
Bournvita are aware of the company behind this big and successful product and the results
were really great. As 89% of the people were aware that Bournvita is the product of
Cadbury.
After knowing the awareness level of the consumers it was surveyed that whether consumers
are aware of the new product launch of Cadbury Bournvita but the results were not so
satisfactory as only
49% consumers were aware of the new launch i.e. Lil champs as a Cadbury product. So
Cadbury need to improve its advertising so that consumers become aware of the brand after
all this successful products.







LI MI TATI ONS






LIMITATION OF THE STUDY
Response Errors - These may arise when the respondents give inaccurate
or incomplete answers. A major problem faced in the survey involved the
inaccurate ratings given to various attributes by customers. Many of the
respondents were not very willing to rank so many factors as they perceived it
to be time consuming.
Close Ended Questions All the questions in the questionnaire were close-
ended to avoid any kind of bias from the respondents end. But a drawback of
this approach is that very accurate information could not be achieved. There
was an incomplete capture of the responses. The reasons for such inaccuracy
could be because of unfamiliarity, fatigue, boredom, faulty recall and the
question format.
Random Sampling Errors This can occur as the particular sample
selected is an imperfect representation of the population of interest. The area
covered in the survey was and the customers and retailers preferences and
tastes in different regions could not be covered.




CONCLUSI ON







CONCLUSI ONS
During my internship training at BOURNVITA at NOIDA I have learned a lot and my vision and
practical exposure has broadened very much from my two months internship. In the TO STUDY
THE CONSUMER BEHAVIOUR IN MELTED FOOD DRINKS WITH SPECIAL REFERENCE
TO BOURNVITA.
We found some different parts of conclusion which are as follow:-
In the following study we can say that 92% Retailers prefer to have Bournvita, 6% prefer to have
Horlicks, 2% prefer to have all which includes Bournvita, Horlicks, Complan and Boost.
after preference some of them want to keep these melted food drinks are as follow 4% prefer to keep
them due to high protein and sales , 2% prefer to keep because of more margin, 94% prefer to keep
because of customer preference. But customer often ask for the different drinks due to their
preference which are as follow 96% of them go for Bournvita. 2% prefer to have Horlicks, 2% ask
for Complan. From the above data we can say that majorly people prefer Bournvita.
In todays generation people are so much conscious about their children health. Customer wanted to
make their children very confident. But due to high competition in the market customer often get
confuse to choose a better health drink.
During the research we found that complain is the biggest competitor in the market. In this study we
reached at this conclusion that Retailers says that Complan is the main competitor of Bournvita
because of following reasons 74 retailers says it is preferred by customer, 4 says its due to its low
price, 12 says it is due to advertisement, 2 says because children like, 2 says because of its schemes, 2
says because of its taste and 4 says due to its protein content ( generally this was said by chemist). It
is clear from the above data that Complan is the main competitor because after Bournvita Complan is
mostly preferred by customer. Retailer is also prefer to sold bournvita most. Retailer ofter sold these
drinks are as follow Bournvita 64%, Boost 4%, Complan 18%, Horlicks 14 %.



It is clear from above pie that retailer usually prefer to give Bournvita to its customer due to some
reasons 58 retailers prefer to give due to its high demand by customers, 2 says due to its low price, 2
says due to high inventory, 2 says due to its taste. As total 64 retailers prefer to give Bournvita,
According to the survey consumer prefer Taste as one of the main attribute in selecting a
malt drink as number of people who are in this preference was 48%. N other wants some or
the other kind of benefits from malt food drinks such as nutritional value.
After selecting taste as one of the main attribute 69% consumer prefer to go for Bournvita.
So this can be said that in terms of taste most of the consumer wants to go for Bournvita.
Now after knowing the preference of the consumer it was surveyed that regular user of
Bournvita are aware of the company behind this big and successful product and the results
were really great. As 89% of the people were aware that Bournvita is the product of
Cadbury.
After knowing the awareness level of the consumers it was surveyed that whether consumers
are aware of the new product launch of Cadbury Bournvita but the results were not so
satisfactory as only
49% consumers were aware of the new launch i.e. Lil champs as a Cadbury product. So
Cadbury need to improve its advertising so that consumers become aware of the brand after
all this successful products.
At the end of the conclusion we can say that customer 1
st
prefer bournvita due to health and
confidence in their children.




RECOMMENDATIONS







RECOMENDATI ONS
These recommendations are on the basis of certain observations in the market of .
These are as follows:
Firstly, the distribution system is not up to the mark or as the brand name Cadbury should
have. There are some loops in the distribution system like
When goods are delivered to distributors, they are delivered without any requirement
raised by distributors. When company wants to deliver good it deliver, they dont
check whether there is demand of this particular product or not. This act result in
wastage and damage of goods on the distributor level and hence increase the damage
cost on the part of Cadbury Company.
So here company should maintain its distribution system, authorities at warehouse
level should deliver only when distributor ask for it or if they cant rely on distributor
then they should deliver after a gap of time but side by side they must be aware of the
market activities and trends in the market. Company can also set some target levels for
the distributors so that on the accomplishment of these levels goods can be transferred
from warehouse to the distributor.
Regarding damage cost, it is the duty of the company that they should provide some
damage cost to the distributor. According to
the company they provide 0.5% of the cost of the goods that are expired, but this benefit hardly
reaches the distributor. Its just in books of the company that they have to provide such benefit.





So company should check its ground level realties and should make sure that certain benefits which it
has implemented for the welfare of distributor should reach them. Otherwise many people will leave
its distributorship and others will not be willing to take it.
Secondly, it was observed that some of the retailers do not follow the distribution system and
they procure goods from the local CSD CANTEEN, this is not good for the company as the
retailers who do so can give a good business to the company because they are among good
retailers in the market.
So to avoid such act from the retailers company should increase their margin and if not so then give
them some extra privilege so that they follow the chain of distribution and maintain good business for
the company in that particular area of .
Then it was also observed that Company doesnt give many privileges to the distributor in
comparison with its retailers. It was seen that few of the retailers in the market were given a
lot of gifts yearly and distributor was left with just the company margin.

So this discrimination should be avoided because by such act distributor will fell neglected and will
not be happy to work with the company. So if any retailer is performing good company should
reward it but side by side it should also reward distributor for some or the other reason, this will
motivate distributor to work more hard to sell more and more products in the market and hence will
increase the business of the company.
It is seen that Cadbury as such deals in only cocoa based products whether its chocolate or
malted food drinks. It doesnt compete in other food products.
So for this Cadbury can launch new flavor in malted food drinks expect chocolate which will make
Cadbury to compete with other products like Complan in there flavors due to this the market share of
Cadbury mite increase from 17% and moreover it is seen now a days that competitive brands


emphasis on daily growth of children like there Height factor. So Cadbury should also work on
some marketing skills and compete with its competitor like it is doing in case of Lil champs.
Lastly, it was also observed that as the other benefits like damage cost were not given to the distributor
similarly other benefits which are mention by the company are not reaching distributors like company
install Air conditioner to the store of the distributor to maintain its chocolate temperature and
according to company distributor will get Rs. 7000 for this for 6 month every year, but it was observed
that from the last 4 years this benefit was given to the distributor and paying all the expenses from his
pocket. But as summer arises there is always a pressure from the company side to install A.C. then
why doesnt company pay the charges on time.
So this is a loop in the system which needs to be maintained because after all till what extent distributor will
pay such kind of charges on behalf of the company. So it is advised that company person should make a
regular visit to the distributor and check that whether all the benefits are provided to him properly or not


















APPENDI CES












APPENDI CES
Dear Sir/Madam,
Hereby I am conducting a survey to know the opinion of the retailers regarding Cadbury
company. I intend to know the views on a specific product of Cadbury and its competitor
analysis.
1 A) Which among these do you prefer to keep on your outlet?
1. Bournvita 3. Complan
2. Boost 4. Horlicks
B) Why do you prefer to keep the above product in your outlet?
I. Peoples preference
II. Your margin is more
III. It is forced to be kept by distributor or company
IV. Any other reason, please specify ______________________________________
2 Usually customer asks for which product among these?
1. Bournvita 3. Complan
2. Boost 4. Horlicks
3 A) Rank the following products according to their sales (1 being th
4 e highest).
Bournvita Complan
Boost Horlicks



B) Why the sales of the rank 1(which is mentioned in above Q) is high?
Because of the price of the product
Because of the flavors of the product
Because more window space is given to the product
Because the product is easily available on your outlet on time
Because of the advertisement of the product
5 A) According to you who is the main competitor of Bournvita?
1. Horlicks 3. Complan
2. Boost 4. As such there is no competitor

B) According to you why the above mentioned product is competitor of Bournvita?
I. It is preferred by customer
II. More window display space in the outlet
III. Low price
IV. Any other reason, please specify ______________________________________
6 How much quantity (SKU) of Bournvita you sell on an average per month.
1. 85 g pouch _______ 3. 500 g bottle _________
2. 200 g bottle _______ 4. 1 kg bottle __________
7


8 A) If customer ask you about any energy drink which one will you suggest to them?
1. Bournvita 3. Complan
2. Boost 4. Horlicks
B) Why do you prefer to give the customers the above mentioned products?
I. Due to the high margin in the products.
II. Due to the high Sales/Demand of the products.
III. If other, please specify ____________________________________
9 A) Are there any sales target set for the following products
PRODUCTS YES NO
1. Bournvita
2. Boost
3. Complan
4. Horlicks

B) If YES, then what is the target level ________________________
8 Which product among these has good distribution channel?
1. Bournvita 3. Complan
2. Boost 4. Horlicks




9 . For which of these products official checks takes place.
I. Bournvita
II. Boost
III. Complan
IV. Horlicks

10. How much quantity of following product is displayed in your outlet presently.

I. Bournvita
II. Boost
III. Complan
IV. Horlicks

Dear Sir/Madam,
Hereby I am conducting a survey to know the opinion of the customers regarding
Cadbury company. I intend to know customer preferences for the product of Cadbury.






What all you expect in an energy drink?
a. Taste
b. Flavors
c. Appearance and packaging
d. Size of the product
e. If any other, please specify________________________
1. Are you aware of these energy drinks.
YES NO
1. Bournvita
2. Boost
3. Complan
4. Horlicks

2. Tick the appropriate rank for Bournvita for the following criteria (1 being the highest)
1 2 3 4 5
Taste
Availability
Flavors
Advertisements


Size


3. Which product do you prefer to buy the most.
1. Bournvita 3. Boost
2. Horlicks 4. Complan

4. Why do you prefer to buy above mentioned product
1. Price 4. Benefits
2. Availability 5. Awareness
3. Taste

If you purchase Bournvita then,
5. Which pack of Bournvita you like to purchase
1. 85 g (small pouch) 3. 500 g bottle
2. 200 g bottle 4. 1 kg bottle
6. You purchase Bournvita for whom?
1. Self consumption 3. Elder people at home
2. Children




7. Bournvita is manufactured by which company?
1. Cadbury 3. Nestle
2. Glaxo smithkline 4. Amul
8. A) Are you aware of the new category of Bournvita which is recently launched ?
I. Yes
II. No
B) If YES, then which is that
I. Little champs
II. Bubbaloo

9. A) Are you satisfied with the present chocolate flavor of Bournvita?
I. Yes
II. No
B) If NO, then which other flavor you would like to suggest please specify ________








BI BLOGRAPHY
We have also collected data from various sources listed below:



Various sites were also searched with the help of www.google.co.in this included sites of Financial
Express news paper which helped in providing some data for Cadbury Company as well as on the
market of MFD industry in India.
www.FnBnews.com