Burma’s Peaceful Transition to a Democratic Future Essay

Burma is an Asian country that attained its independence on 4th January 1948 and is bordered by China on the North and Thailand on the East. it was referred to as the union of Burma in 1948. On January 4th 1974 it changed its name to the union of Burma and then on 23rd September, 1888 it reverted to the union of Burma. In 1989, then it changed the name again to the union of Myanmar and this was through the efforts by the state law and order restoration council (SLORC). It is a country whose population has had a lot of significance in Burma’s politics. The Burmese government is known as Myanmar and assumed an authoritarian feature that is dominated by a military leader. There have been substantial efforts to switch to a more democratic moves but these efforts have be hampered by the military which is against this move for example in 1990, a parliamentary government was elected but the Burma’s military could not let it to convene. Burma has a population of about 50 million people and has 500,000 troops who have been helping the government to create a regime of fear by denying the citizens most of their basic rights. Some democratic leaders have come up and visualized a viable idea of freeing the people from the torture they get from the government. In 1992 with his party the National League for Democracy, managed to scoop 82 % of all country’s parliamentary seats but the military regime which used dictatorship principles declined to transfer power to the leaders that were democratically elected. For more than ten years later, Aung San Suu kyi was put on house arrest and was released only in 2002. Her release was viewed by many as the only hope to the establishment of Burmese democratic government that would be sensitive to the people’s needs unfortunately in 2003 herself and many of her supporters were killed by a rowdy mob that was sponsored by the government. This conflict between the majority and the minority became evident after Burma achieved independence in 1948. It was at this time that Aung San Suu was given the mandate to control all those areas that traditionally were not controlled by only single community. After 1948 when the Burmese constitution was signed, constitution right have not been exercised on the minorities, they also do not have pieces of land and especially those that formerly belonged to their people. Since the war period, the Burman minorities have been sidelined by the majority who are the Burmese Burma was a British colony from the 1920s and this continued up to 1948. Though the Burma’s heartland was ruled directly by the colonial powers, the surrounding regions were allowed to rule themselves and this led the loyalty to split along the ethnic lines. The dominant ethnic group is the Burmese that comprise of 68 percent of the whole population and minority accounts for the remaining 32 percent. Religion in Burma has played a key role in causing further divisions. There are many religious in Burma for example there are Muslims, Buddhists and Hindus. These religious divisions have been aggravating the situations for example in 1991; more than a quarter million Muslims were evicted from their homes. This was exacerbated by the fact that there were many alliances formed. They were forced to cross the border to Bangladesh where they were accepted as refugees by the Bangladesh government but were helped by the international community with the basic needs. Today, the Burmese government is led a prime minister whose regime is greatly accused of displacing thousands of Burmese communities both internally and externally, some community such as Karen, Mon and Kareni were forced to seek refuge in Thailand. Those that are internationally displaced receive a better treatment than those that are internally displaced as the later are mistreated by the military. It is estimated that about 600,000 citizens have been internally displaced and are constantly looking for ways they could avoid slavery. They are used as slaves by this government as many of them are conscripted in the army by force or are left with no other choice except from joining the drug network that is sponsored by the state. There are various movements that have been trying to free the population of Burma from military. Some of these are; the Junta, the Karen National Union and the Moi Tai army though their efforts did not materialize because most of the current military officials are from the community with the majority that oppresses the minorities. So, it is really hard to make any advance but there is one very vibrant group that has mobilized the minorities to participate in a non-violent peaceful demonstration. Led by Buddhist monks, these people protested against the abuse of human rights and matched in groups of more than hundred thousand protestors in the streets. The Head of the State, General Shwe who is also the chairman of the State Peace and Development Council (SPDC) is greatly criticized by the United States and the European governments which have imposed various sanctions that are enforced thorough consumer boycotts. The United States of America and the European governments using their influence led other Western nations to stop cooperating with Burma. Though these governments have been relentless in enforcing bans against Burma, some western companies are still cooperating due to some loopholes in sanction application. Most of these are the oil companies. Such as the American oil company and the French oil company. Also Cherron and the Yadana natural gas pipeline that runs from Burma all the way to Thailand is so much in use. There are still Asian businesses that operate in Burma for example the Daewoo Company that invests in extracting resources. The United States government in collaboration with the European governments also imposed sanctions on Burma’s clothing as well western nations to stop sourcing from Burma and more particularly those shops that were either partially or wholly supported by the government. After those peaceful protests, a good number of people stopped getting their products from Burma and these were led by an individual like Levi Strauss who was very vibrant in keeping up with the fight against the government products for example from 1992,many American cloth and shoes companies stopped acquiring their properties from Burma. In 2003, the united government banned Burma’s imports as in accordance with the Burmese freedom and democracy Act that was amended in the year 2003 however, some people have attacked this United States strategy of forcing this government to step down as has led many people to suffer greatly. Despite these critics, the move was supported by the Burmese democratic movement and has supposed by the Burmese democratic movement and has vowed to keep encouraging the western world to impose harder and stricter sanctions against the military government (Smith M. 1991) Burma insurgency and the politics of ethnicity London and New Jersey. Zed books. The human watches in Burma have highlighted all the crimes against humanity but there is no judiciary to address the problem any such move faces strong opposition from the military government. There is no free communication that is allowed by the Burmese military government in fact no one is allowed to access the internet and the search engines such as Google, G mail, hotmail and yahoo so the Burmese citizens are less informed. What the government has done is that it does not allow these companies to operate in its territory and as such they are blocked. If people have to access materials from the internet, they must first of all be filtered and censored by the military government. They use US filtering soft wares such as the Fortinet to censor emails, web pages and pro-democratic pages. In Burma, child soldiers are forcefully conscripted. They are also forced to punish their fellow military friends by being giving death threats incase they do not as they bare told. Children are conscripted in army by force. These children are promised to be jailed if they do not accept to join the army. Since the military regime usurped power in 1962, after overthrowing sthe democratically elected government, this regime has been one of the worst violators of human rights in the whole universe. The climax reached after the (SLORC) State Law and Order Restoration Council was changed To State Peace And Development Council sometimes back in 1997, November. This party in 1988 seized the states powers established itself and forcefully removed the little pretence that was there that they were upholding the dignity of the citizens and took part in massacring the demonstrates who were demonstrating against the creation of this undemocratic regime. They were marching in the streets of Rangoon and Burmese towns and cities when the military forces descended on them killing thousands. According to the comment that was made by the amnesty international human rights violation and torture were like a Burmese institution and they even listed various forms of abuses that were perpetrated by this corrupt regime. This report was further affirmed by the United Nations and other human rights watchdog. These abuses that they listed were for example torture, murder, litany abuses, forced displacements of citizens, holding or arresting individuals and keeping them in detention houses without trials and various litany abuses. These were the activities that were characteristic of this military regime and citizens have suffered enormously under it. Children were also abused by the military that forcefully conscript them in the army and also the villagers were forced to work for the military. Children are reportedly said to have been raped and defiled by the troops. The military operations that are from time to time conducted in various villages and these led to deterioration of living standards for example this was witnessed in Karen state and Shan state in 2001. This has forced many to be to run away to the neighboring states such as Thailand while those who are unable to move out of the country were internally displaced. The internally displaced and lived in the camps for internally displaced received very harsh treatment by the ruling military regime than those who manage to seek refuge in the neighboring states. The military regime do not in any way follow the internationally agreed freedoms for example the civil and political rights though Burma is a signatory to various international peace accords. Everything that happens in this country must be censored including the exhibitions. There is completely no freedom of expression. Even publications are not spared as they are censored by the government infact it is only sports and romance magazines are not censored. The broadcasting media houses are state owned and the government has the monopoly over them. They only air information that is favorable to them for example you it is common to see junta’s generals making speeches and from these stations and instead they go for less biased information. The SLOPCS has been very determined in curtailing the freedom of speech. Though they try to censor the information given by the public media, there are international ones that give more accurate information and these are what people rely on. These are stations such as the British broadcasting corporation (BBC), the democratic voice of Burma, radio Free Asia and the Voice of America (VOA). Apart from these international radio stations, any other person who goes against this decree risked twenty years imprisonment as per the 1996 decree. These are some of the laws that are enforced by this government without any regard to the international law standards. Burma is a resource-rich country that suffers from government controls and abject rural poverty. The military regime took steps in the early 1990s to liberalize the economy after decades of failure under the â€Å"Burmese Socialism†, but those efforts have since stalled. Burma has been unable to achieve monetary or fiscal stability, resulting in an economy that suffers from serious macroeconomic imbalances including a steep inflation rate and an official exchange rate that overvalues the Burmese kyat by more than 100 times the market rate. Burma is a nation that is rich in various natural resources for example the country has precious such as pearls and rubies. The country is also rich in natural gases. In 1962 its economy was performing well when compared to other economies of the developing nations but the socialist party which assumed power later changed the economic status of Burma for example it replaced the capitalism mode of economy with socialism that advocated for central planning as opposed to central planning. Due to this economic change it became one of the poorest developed nations of world. In addition, most overseas development assistance was cut after the junta suppressed the democracy movement in 1988 and subsequently ignored the results of the 1990 election. A crisis in the private banking sector in early 2003 followed by economic moves against Burma by the United States, the European Union, and Japan – including a US ban on imports from Burma and a Japanese freeze on new bilateral economic aid further weakened the Burmese economy. Burma is data poor, and official statistics are often dated and inaccurate. Published estimates of Burma’s foreign trade are greatly understated because of the size of the black market and border trade – often estimated to be one to two times the official economy. Better relations with foreign countries and relaxed controls at home are needed to promote foreign investment, exports, and tourism. In February 2003, a major banking crisis hit the country’s 20 private banks, shutting them down and disrupting the economy. In July and August 2003, the United States imposed a ban on all Burmese imports and a ban on provision of financial services, hampering Burma’s ability to obtain foreign exchange. As of January 2004, the largest private banks remained moribund, leaving the private sector with little formal access to credit outside of government contracts. In Burma the rate of unemployment is very high and the prices of commodities are very high and life standards are very high. According to one businessman said that the situation in Burma was moving from bad to worse and that there was looming danger of social unrest, lectures, professors and pipeline construction workers are poorly paid. Due the constant mass uprising by the democratic movement against this regime, it was rendered bankrupt in 1988 in the onset of the 21st century, it was on the lowest income generating countries in the world but it has greatly reversed this situation because it dropped its economic isolationism. It has also welcomed the foreign investors in its economy so that it would strengthen its military bases. In response to its call, UNOCAL and TOTAL oil companies came to its rescue. In Burma, there are military controlled economic sectors such as Myanmar economic holdings limited and the Myanmar economic corporation that is, UMEH and MEC respectively. These two industries which are controlled by the Burmese military are the ones that dominate the economic sector of Burma. UMEH is geared towards military strengthening while MEC is geared towards shifting the defense cost from the public sector to the private ones but both corporations have a part to play in strengthening the military base of Burma. Though European Union has been imposing economic sanctions to Burma its sanctions are not as stricter as those of the United States. It has invested a lot in Burma and it doesn’t want to lose the much that it has invested. United States has been very keen in reinforcing the bans or sanctions that have been imposed on Burma. The US government particularly has imposed a ban on its investments in this country and has also placed a ban against Burmese exports. Since the bans were proposed, US is the only nation that has implemented them. In the past, the European Union has not been imposing strict sanctions but starting from last year it has increased economic sanctions on precious metals and on imports such as gemstone and timber but they still demand for fresh elections to be held and human rights to be respected. It is only thorough these ways that the country can witness a transition from military rule to a democratic one. It had eased its sanctions basing its reasoning on its above conditions. Japan has been very friendly to Burma. It has never failed to support this military regime though on a small scale. Infact it is one of the major donor in Burma but it is reconsidering its foreign policy on Burma especially after a Japanese journalist was killed. It said that it would cut the aid that Burma gets from it. The other reason for it to withhold its financial aid was in 2003 when San Suu Kyi was kept in detention by the Junta. They believed that was the only best move that would pressurize the military regime to address the democratic principles that have never been allowed to take root in this regime. In 2002,Japan supported Burma’s government with 17 million US dollars on top of that it gave Burma the technical support it needed Japan which was all this time shying away from enforcing sanctions on Burma as the US and UK were doing, it changed its policy after this saga. The British government pressurized the European Union to increase sanctions until san Suu Kyi was realized but it was assured that these sanctions would be eased if Suu Kyi was released. That nation that seems to support Burma or appears or appears or appears to be annually to Burma face violation by the US and UK government and this has occurred to china and North Korea. This is based on misconception that these close friends would be providing economic support to this government that has little regards for its citizens. The United States for example was very bitter because Burmese government suppressed democracy and imposed its will on people and that is why it has imposed sanctions. The heroic stature of Aung San Suu Kyi has greatly helped in making Myanmar to be recognized world wide. China has been blamed for helping this region for its support. The western world cannot sway the Juntas government for this to be effective, then the regional ASEAN countries such as India, Thailand and especially china must first be willing to transform this government. China has been asking Myanmar to quell violence and control protesters but it seems this is falling on deaf ears. China has been helping Burma in international affairs management for example it has been very vibrant in keeping the issue of Burma out of the United Nation’s agenda but the United States and the British governments have been on the other side. Due to many economic sanctions that have been imposed on this regime, it finds it even hard to provide aid to its people who living in poverty. The aid that Burmese gets is below par and is the lowest in the region especially when it compared with that of the local countries for example, an individual’s aid is counted as 2. 5 dollars per head while that of Laos’s stands at 63 US dollars. China has been accused of providing Junta with military aid thus limiting the chances of democracy being realized. It has continued to conduct business relations with. Burma but it is because of some factors that are understandable and some of these are that Burma is rich in useful natural gases that china is interested in again Burma provides China with an overland route to the Indian ocean so Chinese government would not do anything to destroy its relations with Burma. Though there have been calls for better treatment of protestors, they fall on deaf ears. The amnesty international has been pressurizing the United Nations to impose embargos and sanctions on China so that peace in Burma would be realized. This is based on understanding that the Burmese military government relies on china for most of its assistance so, if china was to cut its military aid then, the Burmese government would be unable to control the nation there by creating a platform of peace transition. If the new government would come in place, it would not find it hard to sustain itself even without getting any financial aid from other countries. There are a lot of minerals that aid from other countries. There are a lot of minerals that would help the government to finance its entire government projects. The new government should create confidence among its citizens so that they would participate in the economy thereby making the economy of this nation even stronger. This government should also extend its business relations with other nations as many of them do not have those minerals and definitely they would be so much interested in them. Work cited. Altsean-Burma: Alternative Asean Network on Burma campaigns, advocacy and capacity-building for human rights. 2008. Accessed on Wednesday, March, 2008 at http://www. altsean. org/ Andrew S. Burma’s Armed Forces: Power without Glory. Norwalk: East Bridge. 2002; 45-56 Burma net News. Accessed on Wednesday, April 30, 2008 at www. burmanet. org BBC News. Analysis: Burma’s economic Crisis. 15th March, 2002, 13:47 GMT Accessed at http://news. bbc. co. uk/1/hi/business/1871326. stm Brookings. Quality, independence and impact. Retrieved on April 30, 2008 at www. brookings. edu Donald M. S. Burma-China Relations: Playing with Fire. Asian Survey, Vol. 37, No. 6, 1997; 533 International Crisis Group. Working To Reduce Crisis World Wide. Retrieved on April 30, 2008 at http://www. crisisgroup. org/home/index. cfm Myanmar. com. New Light of Myanmar. April 30, 2008 Accessed on April 30, 2008. At http://www. myanmar. com Philip S. Robertson: Sanctions Are Working in Burma. 2003. Online commentary at www. irrawaddy. org/com/2003/com31. html Accessed on August 2003. Smith M. Burma insurgency and the politics of ethnicity. London and New Jersey. 1991; 78

Cohabitation Before Marriage Essay

Does living together before marriage help or hurt relationships? This question has plagued couples for the last few decades, as both the numbers of those living together without being married and the rate of divorce has grown. I think living together before marriage can only help people avoid divorce, as they are given the chance to see what it is like to live with either the specific person, or a person for the first time. This also brings up the questions of why divorce rates are up and whether it has anything to do with living together before marriage. I bring certain prejudices about it, believing that living together before marriage does not negatively impact couples’ ability to stay together after marriage, as I have seen it work many times. In the end, I will attempt to make the connection between the two, if there is one, or explain why people think there may be. SOURCES: Hurley, D. (2005, April 19). Divorce Rate: It’s Not as High as You Think. The New York Times. Divorce Statistics Collection. Retrieved August 9, 2008, from http://www. divorcereform. org/nyt05. html Knadler, J. (2005, December). Is Five Years the New Forever? Cosmopolitan. Vol. 239, Iss. 6; pg. 149-152. Kramer, E. (2004, October). COHABITATION: JUST A PHASE? Psychology Today. Vol. 37, Iss. 5; pg. 28-29. Whether because of the instinct to procreate, emotional desire, or compulsion to follow social norms, human pair-bonding leads often to marriage. Defined as a social institution, religious sacrament, and personal commitment, marriage continues to evolve, growing to include a more relaxed attitude to divorce and the practice of cohabitation before marriage. Both of these subjects have sparked heated debates, with the issue of cohabitation before marriage being the latest movement in the realm of matrimony. While many opponents of cohabitation before marriage cite a lack of core family and moral values that have sanctified union through marriage for millennia, recent studies have shown that cohabitation before marriage is not only increasing in popularity, but may be beneficial compared to marriage first, as evidenced by the increasing divorce rate among married couples, the decrease of overall marriages, and the ever-changing landscape of marriage throughout history. Marriage between a man and a woman has long been the backbone of social cooperation and society itself. Marriage offered greater economic stability, the opportunity to produce heirs, and was often utilized as a tool to strengthen alliances between groups. Marriage echoed the foundational desire for societal regulations and norms, and like society, marriage continuously evolved, redefining itself and its purpose. From the days ancient Mesopotamia to Greece and Rome, marriage was largely a civic obligation. However, the proliferation of polytheistic religions as ultimate moral authorities transformed marriage into an expression of faith. Until the emergence of modern nation-states, most marriages were conducted under one or another religious regime. Starting with the Protestant Reformation, â€Å"most states took over their dominant religion’s marriage laws; debate has ensued ever since whenever a nation deviates from the still powerful religious rules that sanctify marriage† (Miller, 1999). Despite these dogmatic rules, outlawed actions such as unmarried cohabitation and divorce have become commonplace among couples, and the cause and effects are mixed. According to an analysis of new census figures by The New York Times, married couples, whose numbers have been declining for decades as a proportion of American households, have slipped into a minority in the United States. The American Community Survey, released in October by the Census Bureau, found that â€Å"49. 7 percent, or 55. 2 million, of the nation’s 111. 1 million households in 2005 were made up of married couples — with and without children — just shy of a majority and down from more than 52 percent five years earlier† (Hurley, 2005). This trend shows that less and less heterosexual couples are choosing to get married, instead preferring to cohabitate and have children without marriage. Cohabitation can have many important benefits that marriage cannot, even if it comes with no religious sanctification or government protection. Cohabitation before marriage can be for a variety of reasons. Some couples may use it to see if they can live with the person, while others may do it simply out of convenience, and still others may do it for more practical reasons such as to save money. Susan Sassler, a sociology professor at Ohio State University, interviewed undergraduate and graduate students who had been living with a romantic partner for at least three months and asked them why they decided to move in with their partners. Fewer than a third of interviewees reported discussing their ideas for the future before making the move, and even fewer had mentioned marriage in their discussions with their partners; nearly a fifth specifically stated that they weren’t using cohabitation as a trial for marriage, and the most commonly cited reasons for moving in together were â€Å"saving money, convenience and the need for housing† (Kramer, 2004). This study helps show that cohabitation before marriage is not necessarily anything more than a practical move on the part of the couple. Whether or not the couple gets married seems to be secondary to the mutually beneficial arrangement that can allow many young couples to pursue personal and professional goals more easily with the support system offered by such a thing as marriage, with the freedom offered by being single. In the United States, it is widely believed that one in two marriages will end in divorce, so while many couples live together out of sheer practicality, cohabitation may be a good way to avoid the increasing divorce rate. The rate of divorce today is considered to be roughly 43% by the National Center for Health Statistics but was moved back up to around 50% by the Census Bureau in 2002. Most recently, according to the New York Times, it has been revised downward to just over 40%. (Crouch, 2005) This lower figure could be due to the fact that less people are getting married and choosing instead to cohabitate, but it cannot be denied that less people are getting and staying married than ever before. The proliferation of cohabitation before marriage could be for a great number of reasons, including the increasingly fast pace of society, a more cynical view of traditional morality, or even the more evolved view that couples do not have to sanctify their union through religion or law. Studies on successful cohabitation are difficult to perform, and no concrete statistics such as divorce rates offer clear-cut answers to its ultimate success or failure. However, moving past religious and social dogma that often frowns upon cohabitation before marriage, it would seem to be preferential for young couples to do before getting married, and many have. According to Jessie Knadler of Cosmopolitan Magazine, â€Å"many couples today live together before they marry, roughly 70 percent versus less than 5 percent 40 years ago† (Knadler, 2005). While this number suggests that virtually all couples that marry live together first, it also leads to a pitfall that cohabitating couples must avoid, namely seeing marriage as the next logical step in the relationship. As evidenced in the Sassler study, many of these cohabitating couples are doing it out of practical reasons, sharing money, bank accounts, bills, and such; to move this arrangement into marriage without a strong foundation is a risky mistake that ends in divorce nearly half of the time. The casual acceptance of divorce in today’s society seems to offer couples an easy way out whenever they so choose, unlike a few short decades ago when divorce was considered taboo. Divorce ultimately costs not only the couple, but also society as a whole, in legal fees and wasted court time. While breakups are rarely pleasant, they can prevent many of these personal fights from entering the public arena. The success of any marriage, relationship, or partnership depends on the trust and commitment of those who enter into it. Cohabitation can be a good way to lead to marriage, but it takes work and honesty between both partners. If the partners see a future with each other, marriage is the next logical step. However, if they are living together out of convenience, perhaps marriage is a bad idea. And, while marriage continues to evolve and to some degree evaporate, human relationships will always be too complex and diverse to generalize. REFERENCES Crouch, J. (2005). Divorce Rates. Divorce Reform Page. Americans for Divorce. Retrieved August 9, 2008, from http://www. divorcereform. org/rates. html Hurley, D. (2005, April 19). Divorce Rate: It’s Not as High as You Think. The New York Times. Divorce Statistics Collection. Retrieved August 9, 2008, from http://www. divorcereform. org/nyt05. html Knadler, J. (2005, December). Is Five Years the New Forever? Cosmopolitan. Vol. 239, Iss. 6; pg. 149-152. Kramer, E. (2004, October). COHABITATION: JUST A PHASE? Psychology Today. Vol. 37, Iss. 5; pg. 28-29. Miller, M. (1999, March/April). What is Marriage For? : A Conversation with E. J. Graff. UU World Magazine. 37 pars. Retrieved August 9, 2008, from http://www. uua. org/world/0399feat3. html

Cadbury India

CADBURY(the marketing strategies of Cadbury India Ltd. ) ACKNOWLEDGEMENT The satisfaction and euphoria that accompany the successful completion of any task is incomplete without the mention of people who made it possible. So I take this as a great opportunity to pen down a few lines about the people to whom my acknowledgement is due. It is with the deepest sense of gratitude that I wish to place on record my sincere thanks †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. , my project guide for providing me inspiration, encouragement, guidance, help and valuable suggestions throughout the project. I would also like to thank all my respondent for giving me their valuable time and information. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. TABLE OF CONTENTS Acknowledgement Page No. 1 Part I Chapter 1 Abstract Page No. 2 Chapter 2 Introduction Page No. 6 Chapter 3 Agency Profile Page No. 19 Part II Chapter 4 Research Design Page No. 29 Chapter 5 Servicing Analysis Interpretation Page No. 34 Chapter 6 Data Analysis Page No. 68 Chapter 7 Finding, Conclusion Suggestion Page No. 81 Part III Chapter 8 Appendices Annexure Page No. 6 Chapter 9 Bibliography Page No. 89 PREFACE The success of any business entity solely depends on how effectively does it utilizes its optimum resources and how soon does it make arrangements for the removal of the customer’s grievances. Moreover, the company should always be ready to make necessary changes according to the requirements in order to attract more customers so as to maintain a substantial growth in the market. The topic given to me was: â€Å"JOURNEY TO ZENITH OF CADBURY† I have tried to put my best efforts to complete this task on the basis of skill that I have achieved during my studies in the institute. I have tried to put my maximum effort to get the accurate statistical data. If there is any error or any mistake in collecting the data, please correct it in the best way as I am still learning. CHAPTER-1 INTRODUCTION Introduction The Cadbury’s Inc has taken the opportunity to offer us a broader view of chocolate category. The Cadbury India’s no. 1 Chocolate is able to share with their market insights based upon unparalleled breath of chocolate experience. Cadbury has grown from strength to strength with new technologies being introduced to make the Cadbury confectionary business, one of the most efficient in the world. The merge in 1969 with Schweppes and the subsequent development of the business have led to Cadbury Schweppes taking the led in both, the confectionary and soft drink market intech UK and becoming a major force in the international market. Cadbury Schweppes today manufactures product in 60 countries and a trade in staggering 120. The Cadbury story is a fascinating story of a family business that grew in one of the biggest, most loved chocolate brand in the world. A story that you will remember as the story of â€Å"The taste of life†. CHAPTER-2 OBJECTIVE OBJECTIVE OF THE PROJECT My main objective of the study on this project is to demonstrate the marketing strategies of Cadbury India Ltd. And to arrive at my findings, I have done few analyses:- (a) SWOT Analysis (b) PEST Analysis And also 5 P’s of Marketing:- †¢ Product †¢ Price †¢ Physical Distribution †¢ Promotion †¢ Positioning CHAPTER-3 RESERCH METHODOLOGY RESEARCH METHODOLOGY Achieving accuracy in any research requires in depth study regarding the subject. As the prime objective of the project is to compare Cadbury with the existing competitors in the market and the impact of Nestle on Cadbury, the research methodology adopted is basically based on primary data via which the most recent and accurate piece of first hand information could be collected. Secondary data has been used to support primary data wherever needed. Primary data was collected using the following techniques Questionnaire Method Observation Method The main tool used was, the questionnaire method, observation method has been continuous with the questionnaire method, as one continuously observes the surrounding environment he works in. Procedure of research methodology # Target geographic area was Delhi. NCR and Aligarh. # To these geographical area questionnaire was given. # Finally the collected data and information was analyzed and compiled to arrive at data the conclusion and recommendations given. Sources of secondary Used to obtain information on , Cadbury and its competitor history, current issues, policies, procedures etc, wherever required. # Internet # Magazines Newspapers CHAPTER-4 ABOUT CADBURY THE LEGEND CALLED CADBURY 1824 – A business was opened in 1824 by a young Quaker, John Cadbury, in Bull street Birmingham was to be the foundation of Cadbury Limited, now one of the world’s largest producer of chocolate. 1831 – By this year the business had changed from a grocery shop and John Cadbury had become a manufacturer of drinking chocolate and cocoa. This was the start of Cadbury manufacturing business as it is known today. A larger factory in Bridge Street Birmingham was rented in 1847, John Cadbury was joined by his brother Birmingham and the business became Cadbury Brother of Birmingham. 861 – John Cadbury resigned his business and handed over to his sons, Richard, 25 and George, 21 who after 5 difficult years almost shut down the business to take up other vocation. Fortunately for generation of chocolate lovers, they didn’t. 1866 – Saw a turning point for the company with the introduction of a process for pressing the cocoa butter from the coca beans. This not only enabled Cadbury Brothers to produce pure coca essence, but the plentiful supply of coca butter remaining was also used to make new kind of eating chocolate. The essence was advertised as ‘Absolutely pure, therefore best’. 1879 – Business prospered from this time and Cadbury Brother outgrew the Bridge Street factory, moving in 1879 to a ‘Greenfield’ site some miles from the center of Birmingham which came to call Bourneville. The opening of the Cadbury factory in a garden also heralded a new era in industrial relations and employee welfare with joint consultation being just one of the introduced by the pioneering Cadbury Brothers. 1899 – In this year the business private limited company – Cadbury Brothers Limited progress since the start of the century. Chocolate has moved being a â€Å"luxury† item to well within the financial reach of everyone. 1905 – Cadbury has many famous brands with one of major success story being Cadbury’s Dairy Milk chocolate launched in 1905, today Britain’s favorite moduled chocolate bar. Cadbury today is the market leader in the U. K chocolate confectionary market, employing the most advanced processing technology and management information and control techniques. The company is the confectionary division of Cadbury Schweppes plc which is major force in the confectionary and soft drinks international market. World wide Cadbury is one of the pre – eminent names in confectionary with impressive range of famous brands. Quality has been the focus of the Cadbury business from the very beginning as generations have worked to produce chocolate with that very special taste, smoothness and snap, so characteristics of Cadbury’s chocolate. ORGANIZATIONAL STRUCTURE Design Development Milk chocolate for eating was first made by Cadbury in 1897 by adding milk powder paste to the dark chocolate recipe of cocoa mass, cocoa butter and sugar. By today’s standards this chocolate was not particularly good as it was very coarse and dry and was not sweet or milky enough for public tastes. At that time there was a great deal of competition in the U. K from continental manufactures, not only the French with their fancy chocolates but also from the Swiss, who were renowned for their milk chocolate. Led by George Cadbury junior, the Bourneville experts set out to meet the challenge. A considerable amount of time and money was spent on research and new plant design to produce the new chocolate in much large quantities. A new recipe was formulated fresh milk and new production processes were developed to produce milk – chocolate not merely as good as Swiss chocolate but better than the imported milk chocolate. Four years of hard work were invested in the project and in 1905 what was to be Cadbury’s top selling brand was launched. Three names were considered Jersey, Highland Milk and Dairy Maid. Dairy Maid became Dairy Milk and Cadbury’s Dairy Milk with its unique flavor and smooth creamy texture was ready to challenge the Swiss domination of the milk chocolate market. By 1913 it had become the company’s best selling line and in the mid twenties Cadbury’s Dairy Milk gained its status as the brand leader, a position that it has held ever since. Today more than 250 million bars of Cadbury’s Dairy Milk are made every year and sales reach over 100 million Pound in value. While advertising and label design have changed with fashion and considerable strides have been made in manufacturing technologies, the recipe for Cadbury’s Dairy Milk its ‘glass and a half of full cream milk in every half pound produced’ is still basically the same as when it was launched. Cadbury’s Dairy Milk Story Chocolate has been enjoyed by successive generation since the manufacturing process was developed in the Victorian Times. Good chocolatiers is an art form depending on recipe traditions, which have grown over the years. Chocolatiers have use their skills to make balanced recipe in which all the ingredients combine to produced chocolate with all the characteristics that enable full delicious taste to be enjoyed by the consumers. By today’s standards the first chocolate for eating would have been considered quite unpalatable. It was the introduction of the Van Houten cocoa press from Holland that was the major break through in the chocolate production as it provided extra cocoa butter needed to make a smooth glossy chocolate. Cadbury’s Milk Tray – 1915 Milk Tray has maintained its popularity in the changing world since the milk chocolate assortment made with the famous Cadbury’s Dairy Milk chocolate was first introduced in 1915. The name ‘tray’ derived from the way in which the original assortment was delivered to the shops. Originally Milk Tray was packed in five and as half pound boxes, arranged on trays from which it was sold loose to customers. The half pound deep – lidded box with the traditional purple background and gold script was introduced in 1916, followed by one pound box in 1924. With its stylish, without frills presentation Milk Tray was the assortment for everyday, not just special occasion and it represented the best buy in the chocolate for millions of people. The pack design has been regularly updated and the assortment itself has changed in line with consumers taste and preferences. By the end mid – thirties the Cadbury’s Milk Tray assortment outsold all its competitions and today it is still one of the most popular boxes of chocolates in this country. Cadbury Schweppes Cadbury Schweppes plc, a global beverage and confectionary giant with annual sale of Rs 20,000 crores ,is the worlds number one non – cola soft drink company having bottling and partnership operations in 14 countries and franchises of its brand in a further 86 countries around the world. Its Hundred Percent subsidiary in India named Cadbury Schweppes Beverage India (private) Limited (CSBIL) started operation in March 1995. The first brand was launched was Crush which was later followed by Canada Dry, Schweppes Tonic Water, Schweppes Bitter Lemon. CSBIL with its franchise agreement with 19 bottling plants throughout India proposes to be a household name. It has a policy for FOBOs (Franchise owned bottling operations ) unlike Coke and Pepsi which prefer COBO,s (Company owned bottling operations). In FOBO the beverages company only supplies the concentrate and the marketing support to build brand equity. The other aspects like machinery, bottling line, land and distribution is the responsibility of the bottler. As its CEO Mr. Ashok Jain says, â€Å"we are the software, they are the hardware†. PRODUCT PROFILE CHAPTER-5 SWOT AND PEST ANALYSIS OF CADBURY SWOT ANALYSIS Strength 1. Very strong brand equity in India. 2. Due to its 54 years presence in India – has deep penetration – 2100 distributors; 450,000 retailers, 60 mid urban (22%) customers. 3. Three sectors; Chocs (70% share), Confec (4%), food drinks (14% leader in brown segment). 4. Low cost of production due to economic of scale. That means higher profits. Better market penetration. 5. Second best manufacturing location throughout Cadbury Schweppes. Weakness 1. Poor technology in India compared to current international technologies (Godiva, Mozart, Fazer, Dint, Naushans, etc ) 2. Ltd. Key products, only one central brand (CDM). Pralines range totally wising in India. 3. â€Å"Make in India† tag once the economy opens up wore and imports rush in. Opportunities 1. Tremendous scope for per capita consumption (160 gms of 8 – 10 kg) 2. Increasing per capita national income resulting in higher disposable income. 3. Growing middle class and growing urban population. 4. Increasing gifts cultures. 5. Substitute to â€Å"Mithais† with higher calories/cholesterol. 6. Increasing departmental stores concept – impulse @ at cash counters. 7. Globalization: optimal use of global Cadbury Schweppes. Threats ) Major :- Due to low cost and highest brand equity, it is success in India. b) Minor :- Globalization will bring in better brands for upper end of the market (Liest, Monarch, Godiva, etc†¦). Conclusion:- Will lose market share with globalization but will remain brand leader. Pest Analysis P: Since the budget range is decontrolled, no political e ffects are envisaged. E: 1) Increasing per capita income resulting in higher disposable income. 2) Growing middle class/urban population – increase in demand. 3) Low cost of production – better penetration. S: 1) Per capita consumption expected to increase – fashion. ) Increasing gifts culture – increase in demand . 3) Lower cholesterol than â€Å"mithais† (sweet meat) subsbstitute demand. T: Will have to reinforce technology to international levels once India is a â€Å"free† economy. CHAPTER-6 AN INSIGHT ON 5 P’S OF MARKETING (CADBURY) 5 P’S Of Marketing 1 PRODUCT The average company will compete for customer by conforming to his expectation consistently. But the winner will surpass them by constantly exceeding his expectation, delivering to his door step additional benefits which he would never have imagined . Cadbury’s offer such product. The wide variety products offered by the company include: I. Chocolate Confectionary 1) Dairy Milk 2) Fruit Nut 3) 5 Star 4) Break 5) Perk 6) Gems 7) Eclairs 8) Nutties 9) Temptation 10) Milk Treat II. Beverages III. Food Drinks 1) Bourn vita 2) Drinking chocolate 3) Cocoa 2 Pricing Make no mistake. Second P of marketing is not another name for blindly lowering prices and relying on this strategy alone to increase sales dramatically. The strategy used by Cadbury’s is for matching the value that customer pays to buy the product with the expectation they have about what the production is worth to them. Cadbury’s has launched various products hich cater to all customer segments. So every customer segment has different price expectation from the product. Therefore maximizing the returns involves identifying right price level for each segment, and then progressively moving through them. Dairy Milk Rs. 15 Perk Rs. 10 5 Star Rs. 10 Friut and Nut Rs. 22 Gems Rs. 10 Break Rs. 5 Nutties Rs. 18 Bournvita (500 gm) Rs. 104 Drinking chocola te Rs. 50 3 Physical Distribution – â€Å"Place† Distribution Equity:It takes much more time and effort to build, but once built, distribution equity is hard to erode. The fundamental axiom of Indian consumer market is this: You can set up a state-of –the-art manufacturing facility, hire the hottest strategies on the block, swamp prime television with best Ads, but the end of it all, you should know how to sell your products. The cardinal task before the Indian market in managing is to shoe-horn its product on retail shelves. Buyers are paying for distribution equity not brand equity and market shares. Why does the company need distribution equity more in India? With technology and competitive pressure slash in it is becoming increasing difficult for marketers to retain a unique product differentiation for long period. In a product and price parity situation, the brand that sells more is the one that reaches the highest number of customers. India – 1 billion people, 155 million household has over 4 million retail outlets in 5351 urban markets and 552725 villages, spread cross 3. 28 million sq. km. television has already primed and population for consumption, and the marketer who can get to the to the consumer ahead of competition will give a hard – to – overtake lead. But getting their means managing wildly different terrains-climate, language, value system, life style, transport and communication network. And your brand equity isn’t going to help when it comes to tackling these issues. Own distribution network consist of clearing and forwarding (CF) agents distribution stockiest. This network of distribution can either contact wholesalers and which in turn retailers or the distributors can contact to the retailers directly. Once the stock product reaches retailers, the prospective customers can have access to the product. Cadbury’s distributes the product in the manner stated above. Cadbury’s distribution network has expanded from 1990 distributors last year to 2100 distributors and 4,50,000 retailers. Beside use of TI to improves logistics, Cadbury is also attempting to improve the distribution quality. To address the issue of product stability, it has installed visi colors at several outlets. This helps in maintaining consumption in summer when sales usually drops due to the fact that the heat affects product quality and thereby off takes. Looking at the low penetration of the chocolate, a distribution expansion would itself being incremental volume. The other reason is arch rival Nestle reaches more than a million retailers. This increase in distribution is going to be accompanied by reduction in channel costs. Cadbury’s marketing costs, at 18% of total costs, is much higher than Nestle’s 12% or even pure sugar confectionery major Parry’s 11%. The company is looking to reduce this parity level. At Cadbury, they believe that selling confectionery is it like selling soft drinks. 4 Promotion Effective advertising is rarely hectoring or loudly explicit†¦. It often both attracts and generates arm feelings. More often than not, a successful campaign has a stronger element of the unexpected a quality that good advertising shares with much worthwhile literature. To penetrate into the inner recesses of customer memory, communication must first ensure exposure, grab his attention evoke his comprehension, grab his acceptance and then extract retention competing with thousands of other units of communication trying to do the same. Finding showed that the adults felt too conscious to be seen consuming a product actually meant for children. The strategic response addresses the emotional appeal of the band to the child within the adult. Naturally, that produced just the value vacuum that Cadbury was looking to fill. Thereafter it was the job of the advertising to communicate ustomer the wonderful feeling that he could experience by re-discoursing the careful, unselfish conscious, pleasure – seeking child within him – and graft these feeling onto the Ad campaign like â€Å"Khane Walon Ko Khane Ka Bahana Chahiye† for CMD and â€Å"Thodi Si Pet Pooja – Kabhi Bhi Kahin Bhi† for Perk have been sure shot winner with the audience. Whirl with the new launched temptations with the slogan â€Å"Too To Share† the communication resolves around the reluctance of a person who’s got their hand on a bar of temptation to let anyone else to have a bite. As well as outdoor and radio ads, ad agency contract has created communication for cinemas and even ATM machines for the brand. All ICICI’s ATM a message flashes on the screen as soon as customer inserts his ATM card. It tells the customer that this would be good time to get out of his temptation since he/she is bound to be alone. Something familiar is planned for phone-book as well. In cinemas, Cadbury has a message on-screen just before the lights are dimmed to give them a chance to get their temptations. There will also be after dinner sampling in restaurants – to begin with, 30 catteries in Mumbai have been selected. The next round of activity will include the wafer-chocolate Perk and the Picnic bar, which has faced problems with its taste, because of the peanut it contains. Milk treat has also been launched in a module bar form, just in time of Diwali gifting market. Eclairs has got potential for much wide distribution, in a small sweets that airlines, hostels, and up market retail outlet offer to guest and customers. Ad spend in 2000 was about 14% of sales and the management said that plans to maintain as spend at this level in the current year also. Ad since any discussion today would be incomplete without mention ‘e’ word, the management plans to tap this new channel of marketing. Beside three company website(i. e. www. cadburyindia. com,wwww. bourvita. com,www. cadburygift. com) that the company has launched, it had also entered into various marketing relationship with other portals, specially targeted during festivals and events such as Valentines day , etc†¦. It’s a combination of spiffing up its key brand, researching and improving the newer products that haven’t taken off, supported with high ad – spends that Cadbury hopes will see it emerges stronger after the current slowdown, as well as expand the market. 5 Positioning In the 1970s consumers were ready to pay â€Å"more for more†, and luxury goods flourished. In the 1980s, consumers began to demand â€Å"more for same†, and the discounting era grew strong. Today’s consumer demanding â€Å"more for less†, and the winner will be that super value marketers†¦. Some of today’s most successful companies recognize those customers are more educated and able to recognize true customer value†¦ Positioning is simply concentrating on an idea – or – even a word defines that company in the mind of the consumer. It is more efficient to market one successful concept to one large group of people than 50 product or service ideas to 50 separate group†¦ repositioning is a must when customer attitude have changed and product have strayed away from the consumer’s long standing perception of them†¦ Cadbury’s is an anchor in sea of confectionary products. As a variety of competitive claims assails her senses, today customer uses complicated decision making process to assess the alternative before making a purchase. Since Cadbury’s is more clearly associated with a particular set of attributes in terms of benefits and prices, the quicker becomes her search process. Positioning of individual product: 1) CMD: is and always remain flagship brand. The punch by the company for advertising this product life. ‘Real taste of Life’, itself defines the positioning of the product. The chocolate is meant for all age groups. It symbolizes fun, enjoyment, good items. It has goodness of milk, taste and appetite appeal. 2) 5 star: although positioned internationally as an energy bar, 5 star was positioned on an emotional platform in India during the late 1980s. Symbolizing togetherness, 5 star was originally targeted at teenagers. In June 1994, the company reworked the strategy for 5 star to make it a source of energy. In fact, before the launch of Perk, 5 star’s energy bar positioning made it a snacking chocolate. 3) Eclairs: competing in the chewable toffees segment. Eclairs was re-launched during the mid-nineties with a new name, Dairy Milk Eclairs. 4) Gems: broadcasting Gems, though, didn’t prove to be feasible proposition for Cadbury. Targeted at children under 12 years with ‘Gems Bond’ advertising. Cadbury decided to sell it to teenagers with the ‘Smart Very Smart’ campaign. But now, the company is retargeting children with its animated commercial. â€Å"Gems are the best brand to speak to children. Colorful chocolate buttons appeal most to children and that is why Cadbury is re-targeting children.    5) Crackle: it was the first Cadbury’s chocolate to have crunch in it. It was targeted as a funky chocolate to add spark to life. 6) Perk: in September, 1995, Cadbury preempted the launch of Nestle’s Kit-Kat by rushing a new brand, Perk into the market. Positioned much further on the functional scale of 5 star, Perk was meant to be light snack-product for subduing the first pangs of hunger. 7) Bo urnvita: positioned as tasty health drink. While its competitors concentrated only on health aspect, Bournvita combined the nutritious value   with taste. CHAPTER-7 MARKET SEGMENT AND MARKETING STRATEGIES OF CADBURY Cadbury’s Market Segment Market place for any product is comprised of many different segments of consumers, each with different needs and wants. Markets segmentation can be defined in a number of ways such as: Demographic variables (e. g. Consumers age groups, gender, material states income etc†¦)( The lifestyle of consumers (i. e. their interests and activities) the benefits which consumers look for in a product or on the occasions when the product might be consumed. Cadbury takes into account all these factors when producing a range of products. It targets different segments within the market, such as the. ( Break segment – products which are normally consume as a snatched break and often with tea and coffee, for example Cadbury’s Perk and snack range. ( Impulse segment – these products are often purchase on impulse, eating these and then. They include product such as Cadbury’s Dair y Milk. ( Take home segment – this describes product that are normally purchased in supermarkets, taken home consumed at a later stage. The Real Taste of Rejuvenation (transformation) It was the market – leader, but sales inched along. It focused firmly on its target segment, but the real buyer lay beyond. For seven long years, Cadbury’s Dairy Milk chocolate suffered stagnancy even as other consumer products boomed. Just how did the company rejuvenate an old brand to create the marketing megs-hit of the 1990s? It Stand First Among Second coming. And it wasn’t so much a re-launch as it was a process of rejuvenation. Over a period of 12 months, starting February, 1994, the Rs. 14 crore confectionery makers Cadbury embarked on the most outrageous repositioning exercise in the recent history of Indian marketing. For, it systematically dismantled the franchise that the company had built over 30 years of its flagship brand, Cadbury’s Dairy Milk (CDM)-Cad bury’s Milk chocolate until 1986-destroying the very fundamental of generic association that had made million of Indians refer to a bar of a chocolate as a â€Å"Cadbury†. More proof of the chocolate is in the eating: two years into process, CDM’s market share at 25%, with sale rising by an average 40% per annum. The Diagnosis Today, The Real Taste of Life campaign, which served up chocolate in general, and CDM in particular, into the consciousness of adult, has already become a classic of advertising and marketing. By 1993, Cadbury was desperately seeking growth for the brand†¦ â€Å"With a market share of 70%, trying to win away customers from competitors in this stagnant market wouldn’t help. They had to find new customers, people who’d never bought chocolate before. Or, they had to increase consumption levels†. The obvious solution, in a peculiar predicament. Despite low penetration, both the brand and the category were displaying symptoms of age: faltering growth, high recognition, and lack of excitement. The market research revealed the cause of the graying: chocolate wasn’t a snack in India. â€Å"In mature markets, chocolate straddle a continuum, from boutique product – packaged raw indulgence – to a casual food†. So, Cadbury whipped up a growth solution that involved associating the brand with snacking and functionally, which inevitably go together with high consumption rates in the Western markets. The next step: identify the barriers preventing consumers from chocolate as a snack. A battery of test, both quantitative and qualitative, comparing chocolate consumption to a basket of competitive products revealed an unmistakable answer. â€Å"Cadbury’s Was Caught In Its Own Trap† How? The company had, over decades, created a context of chocolate consumption that was now chocking growth possibilities. â€Å"The baggage of the past was so overpowering that people didn’t get influenced by minor shifts in the message†. In fact, the behavioral and attitudinal patterns conveyed by the communication to build the brand were proving restrictive. For, Cadbury had, using the traditional demographic variables of age, socio-economic groups, and usage intensity, positioned CDM as a product that elders – typically, parents – bought for children – typically, their own. But admittedly – enduring values of love and sharing, parental affection, and reward that Cadbury had labored to associate with the brand, which had helped it forge a relationship with customers, had relegated it to being a special – occasion item, ruling out increased individual consumption. After all, special occasion item, ruling out increased individual consumption. After all, special occasion were meant to be a rare. A typical Ad would show parents bringing home chocolate for their child. It would never, ever, show the child, or the parent, buying it for himself or herself. The punch line – Sometimes Cadbury’s Can Say It Better Than Words, and Nothing But The Best Will Do – reinforced the notion, with an unwelcome side – effect: adults, as research showed, felt distinctly guilty and embarrassed about eating chocolate, whether alone or socially. â€Å"Not only were adults not indulging in chocolates, but they were also actively curtailing child consumption† solution? Forget children as the core consumer. Universalize the product, targeting the parents. The Tests Despite the Need To Clear The residual memory of CDM’s former association, caution prevented a big break with the past, forcing Cadbury to experiment with a combination of continuity and change. The process entailed understanding the foundation of the brand, since it was these that would support the new structure†. Out went the caring and sharing element, but the family context stayed. â€Å"Cadbury had two pillars, so it made sense to change one†. Chocolate should be eaten whenever you feel like. It was an impulse item, so why shouldn’t it be sold as one? The first of the two commercial focused on functionality, purging the emotional element. The first commercial storyline, the father watches TV, engrossed, gnawing away at a bar of CDM. The children enter, followed by the mother-but, by that time, the father has completed the distinctly unpaternal act of devouring the entire bar. The children are shocked, where upon the produces another bar for them-only to eat that up too. Finally, the mother brings another bar out of her bag. The last shot more CDM bars strew around casually. The second commercial conveyed the same message, depicting four member of a family doing their own thing on a Sunday afternoon, and each casually munching away on chocolates. The less than – subtle message: eating chocolate’s just an everyday affair, without special occasion or relationship coming into play. Despite their strategic intent, both ads failed on pre – airing tests. Why for stators, children were outraged at the idea of a parent consuming chocolate, while adults were down right angry at the notion of the father depriving his children of chocolate bar. Just as important, consumer rejected the idea that chocolate-eating could be equated with mechanical activities like combing one’s hair. After all, chocolates were about feelings. There had to be magic, romance, love and emotion. These elements had been ripped away from the advertising. It has sans emotion†. â€Å"Parent Are Different From Adults† Even as the ad failed, however, they generated a valuable byproduct, in the form of a new insight, into adult behavior. â€Å"Using transactional analysis on response, Cadbury’s found that adult as parents behave very differently from adults as adults. People forbid their children from having chips, but gorge themselves. â€Å"The implication†:- â€Å"The moment the adult was shown in the context of his role as a parent, all his cognitive preconception about the product would come to the fore. He’d think about the reasons why, and the block would automatically come up†. Tap child-ego state within the adult, stimulating desire, spontaneity, and the craving for instant gratification. The Prescription The crucial question that Cadbury was confronted with: what strategy should it deploy to rejuvenate CDM in a way that would appeal to the child lurking within the adult? To inject a modern flavor into CDM, they chose to create a new brand identity, borrowing a leaf from marketing guru David Aaker, who decrees that brand identity should establish a relationship between the brand and the customer by generating value proposition involving functional, emotional, or self-expressive benefits. â€Å"The Ads Had To Be Linkable† â€Å"The consumer will always tell what his current belief system is, not what it should be Cadbury’s job was to mould his habits and behavior in a way that would increase consumption for product and brand†. â€Å"Impulse Drives Chocolate Sales† One of the tools Cadbury’s used was Jean – Neal Kapferer’s Brand Prism model to examine whether contemporary value systems offered a peg on which the brand could be judge. The study disclosed, interlaid, a distinct shift from collectivism to individualism, with the pre – 1990’s sacrosanct values of filial and family love being overshadowed by the manifestation of a larger need for self – expression. â€Å"There was a definite yearning to be free child†. Therein lay the opportunity for both unshackling consumption and creating all-new association for CDM. The Breakthrough Having decided to barter the distinctly use selfish values of sharing and caring for the suspiciously self-centered one of self-expression, Cadbury’s people insisted that the rejuvenate be enriched with compensation – and equally enduring – positive values: universal truths, enduring human values, and universal moment of joy. To translate the brief into the commercial, they decide to simply portray occasion of childlike-but not childish-behavior from adults, without explicitly identifying adults as the target customer. They left the connection to be made by the customer† â€Å"In the process they were able to get viewer involvement and high levels of empathy. Nowhere did they actually say, you’re an adult, you can eat it. Because nobody wants to be told†. Thus it was that, the montage of the child in the man-the old man kicking the football; the pregnant woman carving a chocolate; young girl breaking into a spirit; the young m an tossing a bar of chocolate at his sweet-heart departing in a bus-was created. That the consumption had to be liked before it could penetrate the cultural resistance to chocolate consumption by adults was obvious. Taking a contrition stance, Cadbury decided to test the commercial being devised by OM’s creative team not for the tire battery of likeability, comprehension, credibility and behavior modification – but only for the first two. â€Å"If asked upfront, the consumer was hardly likely to consider the dramatically-different idea credible. Nor was there much chance of his announcing an immediate change in behavior†. But why likeability and comprehension? Simple: the first was meant to be the vehicle on which the daring idea-that adults should enjoy chocolate-would ride into the consumer’s psyche. In other words, the commercial was meant to make him smile at first-and only then realize the import once of the message, which is where the comprehension had to be tested. â€Å"What was clear in this case was that likeability would have to include identification and feeling warmth. † Thodi Se Pet Puja, Khabi Bhi Kahin Bhi! The Real Taste of Life Campaign The very first ad in the campaign in 94 was ‘block – Buster’. It depicted the essence of one and a half glass of milk pouring in to a boy Dairy Milk unique glass and half in to a chunk icon shows the glass and a half of full cream milk flowing in to the chunk of dairy milk conveying the deliciousness and taste appeal of the gooey, creamy, smooth chocolate inside the pack that children like. The mnemonic of 1 ? glass reached to consumer through every magazines, poster, T. V, newspaper. The second ad was montage of vignettes from every day lives of young and old which focused on showing a series of emotions. The ad created on bringing out the child in the man . The old man kicking the football, the pregnant women craving chocolate, young girls breaking into a spirit, the young man tossing a bar chocolate at his sweet heart departing into a bus. The common refrain linking them was the adult in a free child mode – spottiness, impulsive and carefree. The ad was protested among adult’s trough focus groups. The ad received an overwhelming response. It was high on likeability, evoked a great degree of empathy and identification consumers’ response were those me†¦Ã¢â‚¬ ¦ â€Å"Feel like that†¦Ã¢â‚¬ ¦. . â€Å"Every feels like this†Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. Brand usage was perceived to cut across all age groups and accessions. Consumers described dairy milk as â€Å"†¦ of all ages† â€Å"Eat, when ever you feel like it†¦you do not have to wait for an occasion. † Dairy Milk had successfully enabled the free child in the consumer subsequent adv erting used the same communication strategy. Kya Swaad Hai Zindagi Ka! The next ad featured an on going match in the field. Think of a match India batting against Pakistan. The score, 6 runs to win with 1 ball left and India wins the match. The ad shows a girl dancing with jubilation on the cricket field when her hubby hits the winning stroke. The award winning campaign, designed by O M was intended to rid the Indian chocolates eater of that guilt complex. The advertisement suggested, through not in so many words, that it was ok to be seen including in a chocolate in public. You could relate the sweetness of success of chocolate. The ad draws attention to the actual eats experience. The fourth in this series was the girl with on her hands. The ad focused on showing how the girl relishes the Dairy Milk when she has mehandi on her hands. The idea behind this advertisement was to show the nature of chocolate as an impulse – driven product. Post campaign saw a great turn around. Dairy Milk transformed in to a young full brand full of zest. It came to be recognized as an expression of spontaneity and in pulse. The campaign succeeded in softening attitude towards chocolate and lifting then out of the ream of kiddies / special occasion only. It embraced a wide range emotion all build around them that chocolate means different things to different people at different times, but most importantly chocolate is Cadbury. The New Campaign And finally, with the launch of the new colloquial advertising campaign ‘Khaannein Wallon Khaannein Ka Bahana Chahiya featuring MTV VJ Cyrus Broacha, Cadbury India aimed to ‘substantially’ increase penetration level of the chocolate category in the next few years. ’ The new campaign is worth noting as it clearly differ from the earlier one in terms of rectifying the consumer perception about chocolate being an up market impulse – driven product. The attempt now is to change the image, to make chocolate eating a regular habit. The current estimated penetration level of the chocolate category is 19% in the urban market. The objective behind tne new communication on Cadbury Dairy Milk is to make the chocolate category more socially and culturally relevant and drive penetration in the process. The new campaign has been launched in tandem with the old one Winning ‘Kuch Khass Hai’ campaign and the media strategy is to let the two co – exist towards a common vision â€Å"providing a Cadbury in every pocket†. Thodi Se Pet Puja, Khabi Bhi, Kahin Bhi! Chocolate Market Share The Indian chocolate market is getting bigger and better. While on one hand, the premium segment (composing imported varieties) is opening up on the other, companies like Cadbury India are launching indigenous product made to international standards. Of the 20,000 tonne chocolate market worth about   Rs. 400 crore, Cadbury account for about 70% followed by Nestle, with a share of around 20%. Amul has about 5% of the market, with minor player taking the rest. The battle, though, is between Cadbury and Nestle. Though with a much smaller portfolio, Nestle is putting up a tough fight. From a treat for kids, chocolate are now being positioned near meal substitutes, thanks to the initiative taken by the Cadbury India during early nineties. The market itself has become broader based, in the sense adults are an important target segment now. The reposting of Cadbury’s Dairy Milk in 1994 as the ‘real taste of life (through the Slice of Life and Cricket commercial by Ogilvy and Mather) grew the entire milk chocolate by 20%, and gave the Cadbury’s range – 5 Star, Gems, Eclairs, Fruit Nut, Crackle, Nutties, Butterscotch Tiffns – a new lease of life. In other words, it facilitated the repositioning of Cadbury’s sub brands in the basket. Some of the strategic clicked, while other did not quite take off. The company is pushing the gifting segment, through occasion linked gifts. Chocolates contribute to 64% of Cadbury’s turnover. Confectionary sales accounting for 12% of turnover is contributed largely by Eclairs. The company attempted expanding its confectionary product portfolio, with launch of sugar based confectionary goodly and fruits, without much success. Cadbury also has a strong brand bornvita in the malted health drink category which account for 24% of turnover. There exists an even larger unorganized market in the confectionary segment. Cadbury has 4% of the market share in this segment. Leading national players are nutrine, Pary’s Ravalgoan, Candico, Parle, Joyoco India and Perfetti, the MNCs such as Joyco and Perfetti have aggressively expanded their presence in the country in the last few years. Malted food drinks category consists of white drink and brown drink. White drinks accounts for almost two third market of the 82,000 for market south and east are large market for drinks, accounting for largest proportion of all India’s sale. Cadbury’s Bourn Vita is leader in the brown drink coca based segment in the white drink segment Smith Kline’s Horlicks in the Nestle Milo , GCMMF nitramul and other Smith Kline brand Boost, Maltova and Viva Cadbury bold 14% market share in food drinks segment. Despite tough market condition and increased competition Cadbury managed to record a double digit (11%) top line growth in 2000. The company achieved a volume growth of 5. 2%. This was achieved through innovative marketing strategies and focused advertising campaign flagship brand Dairy Milk. Net profit rose sharply by 41. 8% to Rs. 520 million. Reduced material and energy cost and tighter control over working capital over working capital and capital expenditure enabled the company to improve the profitability. Company added 8 million new consumers and saw its outlets grow to 4. 5 lakhs and consumer to 60 million. In the food segment, Britannia is the leader brand with 21% among those who expressed an opinion saying that they like advertising for the brand Cadbury was clearly No. 2 with 18% to which CDM throw in its weight with 13% and perk with 4%. For the Chocolate Company, Khane Walo Lo Ko Khane Ka Bhanna and the Karwa Cauth, Sports are clear winners. Tied for the brand place are Amul, Parle and south based Arun Le Gram with 5% each. Disappointment among bid brands Kissan and Maggi and Kwality Walls (1%) each. Cadbury’s Temptation Cadbury’s Health Drink Cadbury’s Creamy Bar Fruit Nut New Launch Cadbury target kids with Milk Treat: It is a product that talks directly to the target consumer. The product benefits have been defined as â€Å"The goodness of milk to the fun of chocolate†. it combines both good health, multinutrition value of milk along with the pinch of fun and excitement. The kinds formally associate with Cadbury chocolate offering. Temptation :- It is aimed at the niche â€Å"international chocolate â€Å" segment of the chocolate market a segment upgraded from brands such as Cadbury’s to premium international offering such as Tolerance, Lindit and Hersheys. Roughly 5%of the total domestic consumption expected to grow to some 10%. This segment is too good to miss out on. ThePreviousCadbury’s range available in India did not offer consumer an option to upgrade to international chocolate within the Cadbury’s fold. Temptation is an attempt to lug niche, priced Rs. 30. Future Strategy In the branded impulse market, the share of chocolate in 6. % and Cadbury’s share in the impulse segment is 4. 8% factor like changing attitude, higher disposable income, a large youth population, and low penetration of chocolate (22% of urban population) point towards a big opportunity of increasing the share of chocolate in the branded impulse among the costly alternative in the branded impulse market. It appears that company is likely to play the value game to expand the market encouraged by the recent success of its low priced ‘value for many packs’. Various measures are undertaken in all areas of operation to create value for the future. New channel of marketing such as gifting and child connectivity and low end value for money product for expanding the consumer base have been identified. In terms of manufacturing management focus is on optimizing manufacturing efficiencies and creating a world class manufacturing location for CDM and Eclairs. The company is today the second best manufacturing location of Cadbury’s Schweppes in the world. Efficient sourcing of key raw material i. e. coca through forward purchase of imports, higher local consumption by entering long term contract with farmer and undertaking efforts in expanding local coca area development. The initiatives in the terms of development a long term domestic coca a sourcing base would field maximum gains when commodity prices start moving up. †¢ Use of it to improve logistic and distribution competitiveness   †¢ Utilizing mass media to create and maintain brands. †¢ Expand the consumer base. The company has added 8 million new consumer in the current year and how has consumer base of 60 million although the growth in absolute numbers is lower than targeted, the company has been able to increase the width of its consumer base through launch of low priced products. Improving distribution quality by addressing issues of product stability by installation of visi coolers at several outlets. This would be really effective in maintaining consumption in summer, when sales usually dip due to the fact that the heat effects product quality and thereby consumption. †¢ The above are some steps being taken internally to improve future operation and profitability. At the same time the management is also aware of external changes taking place in the competitive environment and is taking steps to remain competitive in the future environment of free imports, lower barrier to trade and the advent of all global players in to the country. The management is not unduly concerned about the huge deluge of imported chocolate brands in the market place. It is of the view that size of this imported premium market is small to threaten its own volumes or sales in fact, the company looks at the tree important as an opportunity, where it could optimally use the global Cadbury Schweppes portfolio. The company would be able to not only provide greater variety, but it would also be more cost effective to test market new product as well as improve speed of response to change in consumer preference through imports. The only concerns that the company has in this regard is the current high level of duties, which limit the opportunity to launch value for money products. Changing Product Mix Contributing to turnover 1994 Contributing to turnover 2000 Chocolate 59% 64% Sugar Confectionary 9% 12% Food Drink 32% 24% Current Market Share Chocolate 69. 2% Sugar Confectionary 4. 0% Food Drink 14. 2% Expanding Distribution Reach 2001 + Distribution 450000 Retail Outlet 60 Million Consumers CHAPTER-8 CADBURY SUCCESS STORY The Cadbury Story Cadbury’s success story In 1984, John Cadbury founded U. K. company with one aim: to create the highest quality chocolate. By1969, when Cadbury merged with the soft drink giant. Schweppes, Cadbury brands were already famous all around world. Today Cadbury’s production are enjoyed in 120 countries, with 40 chocolate confectionary brands, Cadbury dominated markets as far as the U. K. and Australia that’s why Cadbury have been dubbed â€Å"The world’s master chocolate makers†. The secret of Cadbury’s success What is the secret of Cadbury’s continuing success first there’s the careful selection of the finest coca beans from West Africa, as well as tasty hazel nuts from Turkey and the fine sheet and choicest natural ingredient available to us anywhere. Finally there’s skillful marketing Cadbury always takes extreme care in selecting and marketing the right range of product in every cause. The right product, the right partners, the right marketing, the promotional back up and the right employees. These are the ingredients in Cadbury’s latest recipes for success. Right from the stand Cadbury Dairy Milk Chocolate success has been based on these factors:-   Quality( Value for money( Advertising( Case Study Prior to deciding on the communication strategy for Cadbury Dairy Milk it was important to understand the habits and mindset towards chocolates. A large scale usage and attitude study was conducted among adults. The research revealed that: Adults were primarily purchasers, and not consumers of chocolates. However, as for most children’s product, they exercised a strong influence on the children’s consumption behavior. Adults acted as gatekeepers of sorts when it came to food items. Considering the advertising history, it came as no surprise that chocolate were perceived as â€Å"kiddy† product and certainly not part of the repertoire for products consumed socially. Chocolate consumption among adults evoked feeling of self indulgence and guilt. Chocolates seemed to offer virtually no significant positive and certainly no overt psychogenic benefits. Food and nutritive values associated with chocolates were low. And, in fact they were categorized as a hazard, being responsible for obesity, dental and respiratory problems. Brands images were undifferentiated and the category had low saliency, â€Å"can do without†. Purchase was almost always planned and triggered by motives ranging from celebration, bribing and reward to gifting. For an impulse product category such as chocolates, this was likely to limit market growth. This conditioning and social learning about chocolates was restricting consumption among adults as well as driving them to restrict children’s consumption. There was evidence to suggest the need for shifting focus from child as chocolates consumers to adult’s communication, hitherto, had always addressed adults as purchasers rather than consumers. Communication had positioned chocolates for specific situations, thus imposing boundaries for the growth of the market. Emphasis on casual everyday situation could help promote core consumption opportunities. For low involvement product categories like chocolates which offer emotional and sensory benefits, it is suggested that communication is most effective with repeated likeable ads promising unique and authentic emotional benefit a shift from portraying everyday moments as an opposed to special ones. The radical change however was focus on bringing out the spontaneity in adults. And, finally CDM a symbol of manipulation was henceforth to symbolize fun, enjoyment and good times. The mnemonic of a glass and half milk was to reinforce the goodness of milk and cue physiological benefits. The only variation was in the Rituals, where communication had shifted from, and special occasion to every moment. A strong volume growth was witnessed in the early 90’s when Cadbury, repositioned chocolates from children to adult consumption. The biggest opportunity is likely to stem from increasing the consumer base. Nutties Roast Almond Picnic The Outlook The Cadbury management has cut down on its growth target by setting a 10% average volume target for next 3 years (as against previous growth) coupled with price increases, this could translate into top line growth of 14 –15%. This target also appears difficult to achieve given the consumer slowdown and the fact that company is dependent on a single category chocolates to drive growth. Effect in expanding confection any portfolio have also not yielded desired results. The management has declared its intention to focus only on Eclairs (which forms a major position of its 4% share in the confectionary segment) for the time being in this category. In chocolates too ones remain on the 2-3 key brands as CDM, Perk claims which have supported growth in the past. While new launched such as milk chocolate and Perk slims have been doing well, the management expects that dairy milk would continue to be the central driving force in Cadbury’s growth and that all other brands would remain peripheral to this central brand. Few Concerns Which Come To Mind With a market share of 70% in the chocolate category and with the free availability of international brands that you see in the market today, it is only natural that Cadbury’s market share will move down from here marinating a 70% market share in a closed environment may have been easy, but it certainly won’t be easy in liberalized environment of free imports. And whatever be the anomalies of taxation or low, the consumer is surely going to have a wider choice. And it is going to be shared with other brands too in future. There is additional challenge of Cadbury’s brand just aiming market share when the consumer has a wide portfolio of brand to choose from. While there would be new chocolates launch towards the end of the year, the company has ruled out a real big chocolates launch in the current year. And it is too early yet to comment on the long term response to the new launch temptations. They say chocolates are mostly am impulse purchase. Therefore consumer would prefer smaller, low cost packs to bigger higher priced ones. The growth trend of the brands therefore clearly indicates that the only brand that has grown is the one that has received tremendous marketing and advertising support Dairy Milk withdraw support for any brand and growth loses momentum. In such scenario, for how long and how many brands can the company continuously support? POSITION OF THE VARIOUS BRANDS IN THE MARKET HAS BEEN LISTED BELOW Cadburys brands Positioning Nestle’s brands Positioning Cadbury Dairy Milk Fruit n Nut Creamy bar Roast Almond Crackle Bournvita â€Å"The Real Taste of Life† Position as adults as an impulse any time purchase – self expression values attached Classic Milk Chocolate Bar One Positioned as an affordable enriched milk chocolate Positioned as Trendy, Cool, any time snack. 5 Star / Perk/Break Perk – Positioned as Snacking consumption â€Å"Thodi si Pet Pooja†Ã‚   5 Star Energy bar Reach for the Stars. KitKat Positioned as a snacking consumption â€Å"Have a Break, Have a Kit Kat† CHAPTER-9 DATA ANALYSIS FINDINGS AND SURVEY 1. Do you eat chocolates? 2. Which brand of chocolates do you use? 3. Where do you buy chocolates from? 4. Are you aware of any campaign of the above brands? 5. Which cadbury’s product do you usually prefer or use? 6. Do you think Cadbury’s chocolate is easily available in market ? CHAPTER-10 RECOMMENDATIONS RECOMMENDATIONS †¢ Maintain dominance in chocolate, confectionery and market leadership in brown drinks. †¢ New channels such as gifting, child connectivity and value for money offering to be the key growth drives. †¢ Grow volume of sales at least 20% p. . over the next years. †¢ Achieve the goal of best manufacturing location in Cadbury Schweppes world for Dairy Milk and Eclairs. †¢ One new major product launch every year. CONCLUSION This company project has demonstrated â€Å"CADBURY’S MARKETING AND COMPETITIVE STRATEGIES† that has proved to be extensive through, and of great benefit to the company in furthering its competitive advantage. In this project it possible to see the success of Cadbury’s in its indorse its strong potential to continue to do well. CHAPTER-11 BIBLIOGRAPHY Bibliography †¢ A L Ries (1996), â€Å"Focus† Harper Collins Publishers Ltd. †¢ David A. Aaker (1991), â€Å"Managing Brand Equity†, The Free Press. †¢ David A. Aaker (1996) â€Å"Building Strong Brands†, The Free Press. †¢ Philip Kotler (Eighth Edition) â€Å"Marketing Management†, Prentice Hall of India Ltd. †¢ Advertising and marketing Magazine †¢ The Economic Times – â€Å"Brand Equity† †¢ Company Literature †¢ Market survey and questionnaires †¢ Web site: www. cadburyindia. com †¢ Web site: www. Cadbury. uk. com Business World †¢ Business Today ANNEXURE QUESTIONNAIRE 1. Do you eat chocolates? No( Yes ( 2. Which brand of chocolates do you use? Cadbury’s( Nestle( Amul( Others( 3. Where do you buy chocolates from? Super stores( Retail Stores( Restaurants( Movie Halls( Others( 4. Are you aware of any campaign of the above brands? No( Yes ( 5. Which cadburyà ¢â‚¬â„¢s product do you usually prefer or use? 5 Star( Dairy Milk ( Fruit( Perk(Nut Temptation( 6. Do you think Cadbury’s chocolate is easily available in market ? No( Yes (

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Koran Issues in Contemporary Middle Eastern History - Essay Example The followers of Judaism and Christianity viz. Jews and Christians are referred to in Islam as the ‘people of the book’ because they too were sent messengers with scriptures. Differences between the three lie mainly in which prophets are recognized or not, the accepted books, interpretations of faith and teachings and so on. The Jews and Arabs historically are cousins set apart by the brothers Ishac (Isac) (A.S.) and Ismail (Ishmail) (A.S.) respectively, both descendents of prophet Ibrahim (A.S.). Between Christianity and Islam the notable differences come down to the belief in the oneness of Allah versus the doctrine of trinity; that Jesus was a prophet like other prophets (Islamic view) or the son of God (orthodox Christian view), and so on. So, there is a very close relationship between Islam, Judaism and Christianity and a great scope for mutual understanding and learning. Christians especially are potentially closer to the Muslims â€Å"because amongst these are me n devoted to learning and men who have renounced the world and they are not arrogant†. (5:85) The true concept of jihad in Islam is a comprehensive and constant ‘struggle’, ‘effort’ or ‘striving’ on an individual level and against one’s ego (nafs). Its justification or purpose is purification of the soul In a limited sense and as popularly perceived in the West, it also means a collective ‘holy war’ against others especially infidels. It is therefore a collective obligation (fard al-kifayah) under certain circumstances. It should also be pointed out that jihad in this manner has certain conditions that must be met, also that the drive to engage in warfare is overridden by some conditions too. For example, in Surah Tauba (9:5-6) it appears that muslims are being enjoined to fight but this must cease if for instance, those who are being fought convert to Islam, observe prayer, or seek asylum and pay the