Documente Academic
Documente Profesional
Documente Cultură
ON
SALES PROMOTION
At
SUBMITTED TO SUBMITTED BY
Mr. Abhijeet Chauhan Girraj Singh
(Asst. Professor) MBA – III SEM
Roll No. : 161073102
2016-18
It is hereby declared that the Summer Training Report entitled “Sales Promotion”
has been prepared as the part for the completion of the degree of masters of
business administration from School of Studies in Management , Jiwaji
University , Gwalior and it is based on the original research work and will be used
only for the academic purpose. It will not be produced in any condition as a source
of information to an industry.
Signature of Student’s
Date: Sanjay Rajawat
Place: BBA V SEM
CERTIFICATION
This is to certify that the Project Report title “Sales Promotion” submitted
in partial fulfillment for the award of the degree of Master of Business
Administration from School of Studies in Management , Jiwaji University,
Gwalior was carried out by Mr. Abhijeet Chauhan under my guidance. This had
not been submitted to any other University or Institution for the award of any
degree.
Signature of Student’s
Date: Sanjay Rajawat
Place:
ACKNOWLEDGEMENT
I sincerely acknowledge him for extending his valuable guidance, support for
literature, critical reviews of Project & Researches and above all the moral support
he had provided to me at all stages of this project.
I would also like to thank the supporting staff management Department, “Cadbury
India Ltd.” for their help and cooperation throughout our project.
Signature of Student’s
Date: SANJAY RAJAWAT
Place: BBA V SEM
INDEX
Chapter -1
Introduction
Chapter –II
Chapter –III
Chapter – IV
Suggestion
Chapter –V
Conclusion
HISTORY OF THE ORGANISATION AND OBJECTIVE
CADBURY INDIA
Cadbury began its operations in 1948 by importing chocolates and then re-
Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai).
create brands people love” captures the spirit of what we are ttrying to
operates in three sectors viz. Chocolate Confectionery, milk food Drinks and
undisputed leadership over the years. Some of the key brands are Cadbury
Dairy Milk, 5 Star, Perk, Eclairs and Celebrations. Cadbury enjoys a value
market share of over 70% the highest Cadbury brand share in the world! Our
flagship brand Cadbury Dairy Milk is considered the “gold standard” for
chocolates in India. The pure taste of CDM defines the chocolate taste for the
Indian consumer.
In the Milk food drinks segment our main product is Bournvita – the leading
Malted Food Drink (MFD) in the country. Similarly in the medicated candy
category Halls is the undisputed leader. We recently entered the gums
category with the launch of our worldwide dominant bubble gum brand
India Brand Strategy has received consistent support through simple but
example of this is the development of Bytes. Crispy wafers filled with coca
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.
MALANPUR FACTORY
In 1989 the company stated manufacturing operations from its third and
newest factory at Malanpur near Gwalior in M.P.
Using the most modern state of the art technology, the unit today
manufactures range of liqud milk chocolate and a variety of enrobed
chocolate products.
Factory in 8 phases
1988-89 - Eclairs & Gems
1994-95 - 5 Star
1997 - Perk
2001 - Chocolate expansion
2005 - Fruity Gems
2006 - Ulta Perk
2008 - Short
2009 - Éclair Sticks
LOCATION : Plot No. 25, Malanpur Industrial area, Malanpur
distt. – Bhind.
Telephone No. : 07539-83803, 83804
Parent Company : Cadbury Schweppes International UK
Total Area 24 Acres – Constructed 8.5 Acre
HISTORY OF ORGANISATION
Fifty years ago, the real taste of chocolate as we know it today, landed on
Indian shores. An event that carried forward the entrepreneurship and vision
born as far back as 1824, when John Cadbury set up shop in Birmingham
(UK) to sell among other things – his own cocoa concoction. From these
company that has its presence in over 200 countries worldwide and has made
the name ‘Cadbury’ synonymous with cocoa products in countries across the
planet.
This is the brand that came to India in 1947 to a nation that was in its
infancy, a market that was ready for the world and a people that were open to
Within a year of being set up as a trading concern, Cadbury fry India was
chocolates and Bourn vita. The same year saw the launch of Cadbury’s Milk
Through 50 years of investment in capital and marketing, the scale and scope
200 people across the country. And operates in one of the fastest growing
C Y Pal
Chairman - Non Executive
Managing Director
Anand Kripalu
Managing Director
Non-Executive Directors
Harsh Mariwala
Radhakrishnan B. Menon
Suresh Talwar
Executive Directors
Senior Management
Monaz Noble
Company Secretary
FINANCIAL PERFORMANCE
Finance holds the key to all human activity . Finance department of malanpur
factory is also working in the same direction and with the same objective
but it has some limitation because morst of the importance finance related
matter are directly dealt and finalized by the central finance department in the
1. Reduction in cost
2. Increase in Sales
FINANCIAL FUNCTIONS
2. Production report
Samples:
the hope that they will buy the product. Samples may be free or discounted.
Coupons:
Coupons are certificates that give buyers a saving when they purchase a
Rebate is also known as cash refund offers. Rebates are offers to refund part
purchase to the manufacturer. These are like coupons except that the
price reduction occurs after the purchase and not at the point of sale.
Price Packs:
reducing prices that are marked by the producer directly on the package.
Premiums:
These are the goods offered either free or at a low cost as an incentive
Prizes:
They are offers of chance to win something such as cash, trips or goods – by
luck or through extra efforts. Contests of talent and sweepstakes or draws the
Cross Promotions:
Advertising Specialties:
These are useful articles imprinted with an advertiser’s name, given as gifts to
consumers.
Patronage Rewards:
They are cash or other awards for the regular use of company’s products or
services. They are values (in cash otherwise) that are proportional to one’s
loyalty.
PoP Promotions:
Point of purchase (PoP) includes displays and demonstrations that take place at
consumer promotions (42%). The major trade promotion tools are as follows;
Discounts:
Allowances:
They are the amount offered in return for an agreement by the retailer to feature
Free goods are the extra merchandise offered to middlemen who buy a specific
amount of a product.
Companies also offer push money and specialty advertising items to the
middlemen.
Sales Contests.
Clearly, sales promotions play an important role in the total promotion mix. To use
it well, the marketer must define the sales promotion objectives, select the best
tools, design the sales promotion program, pretest and implement the program and
Management is like a coin having two sides. One is the theoretical part and second
classroom from the lectures, seminars, group discussions that are arranged from
time to time.
students. The main idea behind practical training is to bring the management
students face to face with the actual environment of practical management so that
he/ she will be able to apply theory to practical situation before finally moving into
understand the mind set of different customers about the product. Being a student of
The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K.,
The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when
Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater to the
Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk
Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy
Giving consumers an exciting reason to keep coming back into the fun filled
world of Cadbury.
Our Journey:
Cadbury Dairy Milk has been the market leader in the chocolate category for
years. And has participated and been a part of every Indian's moments of
happiness, joy and celebration. Today, Cadbury Dairy Milk alone holds 30%
bribe for children. In the Mid 90's the category was re-defined by the very
popular `Real Taste of Life' campaign, shifting the focus from `just for kids' to
the `kid in all of us'. It appealed to the child in every adult. And Cadbury Dairy
Milk became the perfect expression of 'spontaneity' and 'shared good feelings'.
The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best
awards.
Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the
During the 1st World War, Cadbury Dairy Milk supported the war effort. Over
2,000 male employees joined the armed forces and Cadbury sent books.
MARKETING OF CADBURY
Dairy Milk has always tried to keep a strong association with milk, with
slogans such as "a glass and a half of full cream milk in every half
pound" and advertisements that feature a glass of milk pouring out and
A campaign for the Fruit & Nut variety ("everyone's a fruit and
nutcase") was particularly memorable and featured the writer, radio and
Kingdom and Ireland featuring a person and an animal representing the person's
happiness debating whether to eat one of a range of bars including Dairy Milk.
In 2005, Cadbury's original Dairy Milk bar celebrated its 100th birthday, being first
sold in 1905. It remains the UK's biggest selling chocolate brand. Dairy Milk is sold
in the United States under the Cadbury label, but it is manufactured by the
On 28 March 2008, the second Dairy Milk advert produced by Glass and a Half
Mexican airport racing to the tune of Queen's "Don't Stop Me Now". The ad
campaign ran at the same time as the problems at Heathrow Terminal 5 with
baggage handling; in the advert baggage was scattered across the runway.
On 5 September 2008, the Gorilla advert was relaunched with a new soundtrack –
Bonnie Tyler's "Total Eclipse of the Heart" – a reference to online mash-ups of the
commercial. Similarly, a version of the truck advert appeared, using Bon Jovi's
Bournville, a much neglected dark chocolate bar from Cadburys' has been
"Dark chocolate is one of the fastest growing categories abroad. However, in India,
Thus, we are almost doing category creation with this launch," said Sanjay Purohit ,
Coca Cola has launched a special festive season communication drive of its
carbonated drink brand Thums Up. While the "Taste the Thunder" TV
roller coaster ride, the company is also launching a similar initiative for the market
Mumbai: Cadbury Asia Pacific, the Asian arm of UK confectionery giant Cadbury
Plc, has recalled 11 types of its Chinese-made chocolate as a precaution, the Hong
The products were meant for distribution in Taiwan, Hong Kong and Australia, its
said.
China,'' Cadbury said in the statement issued from its office in Singapore.
Mumbai: Cadbury Asia Pacific, the Asian arm of UK confectionery giant Cadbury
Plc, has recalled 11 types of its Chinese-made chocolate as a precaution, the Hong
Hyderabad: The worms in the chocolate bars controversy has hit Cadbury India
where it hurts most and that is in sales. The company today faces tough
increasingly negative with rising raw material prices and low consumer sentiments,
Mumbai: Cadbury India Ltd has posted a net profit of Rs 190 million for the
quarter ended 16 June 2002 as compared to Rs 93.60 million for the quarter ended
17 June 2001.
CADBURY COLLABORATE AND WORK AS TEAMS TO CONVERT
PRODUCTS INTO BRANDS
PERK
A pretty teenager; a long line, and hunger! Rings a bell? That was how Cadbury
launched its new offering; Cadbury Perk in 1996. With its light chocolate and wafer
construct, Cadbury Perk targeted the casual snacking space that was dominated
primarily by chips & wafers. With a catchy jingle and tongue in cheek advertising,
this 'anytime, anywhere' snack zoomed right into the hearts of teenagers.
The super premium Celebrations Rich Dry Fruit Collection which is a festive
offering is an exotic range of chocolate covered dry fruits and nuts in various
flavours and the premium dark chocolate range which is exotic dark chocolate in
luscious flavours.
TEMPTATIONS
BEVERAGES
Bournvita
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.
HALLS
Halls accounts for 50% of international cough drop
sales and is the leading sugar confectionery brand in
the world. In 1930’s, the Hall brothers invented its
Mentho-Lyptus formula, using a combination of
menthol and eucalyptus, and began producing cough
drops. The cough drops were introduced into the US during the mid-1950s. Warner-
Lambert recognised the potential of the product and acquired Halls in 1964. In
1971, Warner Lambert began selling Halls under the Adams family, and the first
national television campaign was aired in the US & the results were a resounding
success.
2. GUMS
Bubbaloo
Cadbury India has expanded its confectionary
portfolio in 2007 by foraying into the Bubble
gum category with the launch of Bubbaloo
Bubblegum- a successful bubblegum brand
from its international portfolio.
Bubaloo is currently available in two yummy flavors- Strawberry and Mixed Fruit.
The communication focuses on the "fun filled liquid centre " of Bubbaloo and is
anchored by “Bubba- the cat”, the international mascot for the brand Bubbaloo.
CADBURY CELEBRATION
DIFFERENT PRODUCTS OF CADBURY
FINDINGS AND ANALYSIS
IT INITIATIVES
In Cadbury Pvt. Ltd. knowledge and technology are key resources which have
helped the Company achieve higher levels of excellence and efficiency. Towards
this overall goal of technology-driven performance, Cadbury Pvt. Ltd. is utilizing
Information Technology in a big way. This will help in integrating a vast
distribution system spread all over India and across the world. It will also cut down
costs and increase profitability.
Migration from Baan and Mfg ERP Systems to centralized SAP ERP system
from 1st April 2006 for all business units.
Future Challenges
Strengths
market share.
innovation.
Weaknesses
whereas other competitors e.g. Nestle have a more diverse product portfolio,
where profits can be used to invest in other areas of the business and R&D.
levels;
3. A critical mass of local experts to spread the new knowledge and skills
Use of Advertising'
to Work and the No. 1 FMCG company in India in 2008, by the Great Place to
Work Institute.
Puraskar" safety award from the National Safety Council - Karnataka chapter.
excellence in the Indian Advertising Industry. The Ulta Perk campaign won
four Silver Awards in total and the Cadbury Dairy Milk Campaign,
Miss Palampur, also won a Silver Award. This year Cadbury also
Mumbai, our 'Pappu Pass Ho Gaya' advertising campaign bagged two more
awards - Gold in the Consumer Products category and Silver in the integrated
Indian chocolate market with strong brands like Dairy Milk, Five Star, Perk
etc. Dairy milk is in fact the largest chocolate brand in India. Cadbury India
Milk. The company is pushing the gifting segment, through occasion linked
has a strong brand Bourn Vita the malted health drink category, which accounts
Fifty years ago, the real taste of chocolate as we know it today, landed on
Indian shores. An event that carried forward the entrepreneurship and vision
born as far back as 1824, when John Cadbury set up shop in Birmingham (UK)
to sell among other things – his own cocoa concoction. From these modest
company that has its presence in over 200 countries worldwide and has made
the name ‘Cadbury’ synonymous with cocoa products in countries across the
planet.
This is the brand that came to India in 1947 to a nation that was in its infancy, a
market that was ready for the world and a people that were open to new ideas,
new products.
Within a year of being set up as a trading concern, Cadbury fry India was
chocolates and Bourn vita. The same year saw the launch of Cadbury’s Milk
Through 50 years of investment in capital and marketing, the scale and scope
of our operations has expaned to cover a range of brands in the chocolate, sugar
200 people across the country. And operates in one of the fastest growing
3. To identify the vertical areas where greater attention is needed for better
management.
levels;
A critical mass of local experts to spread the new knowledge and skills
The employers should keep in mind these four rules of thumb when designing the
final goal. Just because they have good word processing software doesn't mean you
write well. Likewise, the Internet cannot, in and of itself, improve the quality of the
learning and the content they put on it. The employers need to use Internet technology
combined with high quality, effective learning to maximize learning and retention
levels.
Rule #2: There is an enduring and important role for traditional classroom
instruction.
People who believe technology will totally replace great teachers in front of
classrooms of highly motivated learners are as misguided as those who believe the
Internet is a passing fad. The blended learning solution, i.e., a mixture of classroom
and Web-based training is the most effective and comprehensive learning strategy.
workshops.
Employees retain about 50% to 60% of what they learn in a formal training workshop.
Often, employees forget what they have learned within two months of the workshop.
Rule #4: Strategy development and implementation are never really finished.
Employers change as their business changes. They adjust it as their people become
options become available. And, they constantly test it against the mission and vision
Due to training there is greater stability, flexibility and capacity for growth in an
and turnover can be reduced if employees are trained well. Future needs of employees
will be met through training and development programmes. Organizational take fresh
future. Though no single training programme yields all the benefits the organization
which devotes itself to training and development enhances its HR capabilities and
strengthens its competitive edge. At the same time, the employee’s personal goals are
furthered, generally adding to his or her abilities and value to the employer.
Ultimately, the objectives of the HR department and also of the organization are also
furthered.
BIBLIOGRAPHY
WEB-SITE :-
www.google.com
www.rediff.com