Cadbury Beverages

Cadbury Beverages

➢ Introduction: Cadbury is a British multinational confectionery company. Confectionery means the art of making food items which is rich in sugar and carbohydrates. Cadbury was founded by John Cadbury in England. It is the second largest confectionery brand in the world. Its headquarters in west London. It was founded in 1824 (196 years ago). Now, Cadbury is operating more than 50 countries worldwide with the famous fame of Dairy Milk Chocolate and the Crème Egg (Cadbury Crème Egg is basically a chocolate which is in the shape of an egg) and Roses selection box confectionery products. Dirk Van de Put is the CEO of Cadbury having 71,657 working employees. The parent company of Cadbury is Mondelez International which is also deal in confectionery products and beverages.
In 1919, Cadbury merged with J.S Fry & Sons and Schweppes which coming to known as Cadbury Schweppes until 2008. Schweppes is the famous beverage brand in the Republic of Geneva. Cadbury deals with different types of products. The product of Cadbury beverages is as follow:
1.) Bournville Cocoa
2.) Freddo Drinking Chocolate
3.) Choc Shake (Chocolate Milkshake)
4.) Oreo hot chocolate
5.) Wispa Gold Hot Chocolate
6.) Drinking Chocolate
7.) Highlights Bournville
8.) Highlights Fudge
9.) Highlights Milk Chocolate
10.) Hot Chocolate in An Instant
11.) Wispa Gold Hot Chocolate

But in India, Cadbury supply only limited beverages products like Bournvita, Bournvita 5-star magic, Bournvita Champs, Bournvita women and Hot Chocolate. They discontinued the supply of Choc-o-Cheer beverage because of less demand or less consumption in India.
Cadbury began its operation in India since 1948 by importing chocolates from England. Now they manufacture in various states in India like Thane, Induri (Pune), Malanpur (Gwalior), Hyderabad, Bangalore, Himachal Pradesh, etc. In India, its headquarters is located in Mumbai and Anand Kripalu is the Managing Director having 2000 employees.

➢ Prospecting & Qualifying
Prospecting is the first step in sale processing, which consists of identifying potential customers for a product or service. Cadbury Beverages is the fourth biggest soft drink manufacturers behind Coca-Cola, PepsiCo, and Dr. Pepper/7Up.
Cadbury beverages is targeting all the age group people having a pricing strategy is low costing. So that everyone can afford to buy any types of Cadbury beverages. They divided some of the beverage’s products in the terms of gender.
For example, Bournvita for women is available in pink box which represent that if women take it regularly will become more stronger and win the race. The Bournvita for women had mentioned that “the stronger bones with high iron” because they know that Indian women do lots of work. So, they need a more iron and power to become fit.
Cadbury is deals with business to customer (B2C) prospective. Presence in the confectionery business and dealing with consumers, Cadbury has always been a market and consumer focused organization. It regularly conducts market studies to determine the positioning of its brands, in new, current, and future markets. New market in the terms of opening business in the country where different types of confectionary products is already available. As Cadbury is operate in 50 countries only.
Cadbury beverages having a large economics of scale to bargain for low cost raw materials with excellent quality. It works with the best suppliers in the world in order to ensure consistent quality of all beverages with low cost materials. Therefore, the bargaining power of Cadbury suppliers is relatively low.
In today world many beverages are available in the market like nestle and mars (in terms of confectionery industries) these are equally stronger brands as Cadbury. That’s why Cadbury (beverages) always try to differentiate their beverages by claiming the consumer satisfaction at low cost and healthy drink.
All Children, females and teenagers, who are seen to be lovers of Cadbury products whether it may be beverages or chocolate. Youth section should position as Love and entertainment. Teenagers can attract through adventure aspiration. Children mind goes to several tastes and small gifts they are getting.

➢ Pre-approach & Approach

Cadbury do many types of approaches in to increase the volume of sale of beverages and other products. In India 2019, the volume of sale of Cadbury is Rs. 6764 crores. Cadbury carefully chooses its communication strategy to meet all the objectives to increase the awareness and ultimately pulling the consumer to purchase its products. Every promotional activity has its own strategy and this can vary from increasing brand awareness, educate consumers about a new product, maintaining the brand value, increasing seasonal purchases, or campaigns such as ‘choose Cadbury’ to highlight the positive emotional value of the brand.
Instead of festival season, they come up with more popular occasions in the order to increase the sale of all items by providing a small to big packs of Cadbury products like valentine’s day, weddings gifts, birthdays and anniversaries gift, Christmas, New year, Rakhi gifts, Diwali gifts, Bhai Dooj gifts for brother and sister and many more.

Cadbury do many marketing campaigns for beverages to influence more sale.

1.) Tayyari Jeet ki (Tann Ki Shakti Mann Ki Shakti)– In this video advertisement campaign, they do emotional market by showing a mother try to improve the confidence of his son to run more and more faster by giving a cup of Bournvita. This is the video link https://www.youtube.com/watch?v=SQF_nAqMgtA
This is the latest advertisement of Cadbury beverage product in India (Bournvita).

2.) Aadatein – In this video, a mother again trying to build a confidence of his son to become a successful boxer by giving a cup of bournvita. This is the video link https://www.youtube.com/watch?v=xMliuSdglPQ

3.) Tayyari har exam ki – This video is different from all previous video of Cadbury Bournvita. In this a principal of school, try to influence the parents that the marks of each children will not remember for longer time duration only health will go for long time. So daily give a Badam booster Bournvita to increase the capacity of children. This is the video link https://www.youtube.com/watch?v=BPCNYfWEFqQ

4.) Instead of video advertisement, Cadbury use testimonials for its customer who have used their beverages in order to get feedback. Previously, they put their testimonials in the official website of Cadbury India. Result, people think that Cadbury beverages is really boost the person when he was tired. And it is good for health. This is informative strategy.

5.) Cadbury try more to influence its beverages in the eyes of Indian. So, they come up in the movie of “Koi mill Gaya” in which Hrithik Roshan drink Cadbury bournvita which represent that it can drink all age group whether be a child, younger and elder.

6.) Many of doctors also prescribe to their patient to give a regularly a glass of bournvita milk to their children. Basically, bournvita increase the vitamin and calcium capacity and also chocolaty taste were increase more value.

➢ Presentation/Demonstration and Handling Objections

In India Bournvita, Bournvita 5-star magic, Bournvita Champs, Bournvita women and Hot Chocolate is available. The ingredients are same for all four bournvita, only the difference in flavor and box design.
Product Knowledge and Benefits: For Cadbury Bournvita – For Culinary uses - It is a health drink which needs to be mixed with warm milk and then consumed. It acts as good ways to start the day. If it’s a warm day, just blend with ice cubes for a chilled mug of cold coffee. Blend with chilled milk and Bournvita to make delicious milk shakes. You can add it to cakes, cheese cake mixture, mousse mixture, ice creams, etc. for extra rich feel.

How to store – store bournvita in same pack as purchased if they are in jars, bottles etc. If you purchased refill packs, transfer to jars, bottles or air tight containers. Don’t use wet spoons by mistake while using bournvita because it will clump. Store in a cool and dry place away from moisture and humidity.

Health Benefits- Each 100gm pack of bournvita provides around 300kcal energy. It is a good source of iron, folic acid and vitamins which are required to generate healthy blood for more energy and physical performance. It is a good source of minerals like zinc, magnesium etc. which help release energy from food for efficient working of body cells. Even it is providing calcium and vitamin D which is required for strong bones.

The Claims by Cadbury bournvita is that the ‘Acti-Strength’ formula that provide you 100% of your recommended daily allowance of Iron, Calcium and Vitamin D.
Also, they claim for ‘No added sugar’. If you consume 2 servings per day with milk (300+ calories) will help to make fit.

Cadbury Hot Chocolate Benefit: Hot chocolate is good for your heart. The milk in hot cocoa can help to protect against stroke and chocolate is richer in heart healthy antioxidants than green tea.
For brightens skin: Chocolate have an ingredient that help poor skin to recover because of flavonoids present in it. Good for coughs, prevent diabetes, lose weight, cancer prevention, lower blood pressure, good for brain, improve blood flow, strengthens teeth and many more.

Overdosage of Cadbury hot chocolate is bad for health. Take once or twice in a week.

➢ Some questions related to Cadbury beverages and Hot Chocolate are as follow These questions are on the view point of customers. Q1.) Can we take Bournvita with milk during a fast? Ans. When I was analysis all the prospect, I feels that we can’t drink bournvita during fast. In former days food was scarce resource. The basic idea was that if an individual fasts for a day, the amount of food saved will be consumed by someone else in the village and tribal group. Q2.) Is Bournvita bad for your health? Ans. No. But you know excess of anything is bad for health. S, make your milk a good treat with a small spoon of bournvita. Q3.) Is Cadbury hot chocolate good for girls? Ans. Yes, Cadbury hot chocolate is good for girls. Cadbury hot chocolate are convenient and flexible and combined with regular workouts and healthy food choices, they can help you get to your goal fast. But the only restriction is not taking excess amount of Cadbury hot chocolate. Q4.) Is eating Bournvita raw harmful? Ans. No, eating Bournvita powder is not harmful though it may cause a sensation of dryness in your mouth or throat if you consume too much.
After demonstration and providing all the benefit to customer and also by solving all the queries of people, the next step is to book for order or make an order.

➢ Closing and Follow-up
Closing the sale is the second last step of personal selling process. The sale must be closed only when the salesman knows that the customer is ready to buy for it. The close of the sale depends upon the conditions, style of the products and the nature of the products. After handling all the objections and convince the customers to buy the Cadbury beverages, the salesperson requests the customer to place order. The salesperson assists the buyer to place order for any beverages of Cadbury. In other words, “who wins the last battle wins the war” which means if salesperson do its best to influence the potential customer, he will place definitely place the order for Cadbury beverages.
If salesperson give inadequate preparation, not give good impression, failure in meeting objectives or some wrong approach do to influence customer will lead to a big loss. There are two most important obstacles is buyer’s fears and the salesman’s attitude to closing the sale.
Cadbury brand is such a level famous that people buy it by closing their eye’s, if they really want to buy it. And those who buys first time beverages of Cadbury may feels some awkward but if they try once will try again and again become addicted.
Follow up and maintenance: It is the last step of personal selling process. when a sale is closed, it should be properly followed. The salesman must ensure that the delivery instructions given by the customer are properly followed. The salesman must visit the customer often to learn what problems or questions have arisen
regarding the Cadbury beverages. The sales person assures about delivery at right time and getting a feedback from the customer of Cadbury beverages. This ensures customer satisfaction which increase loyalty also. If the customer is happy with the Cadbury beverages, the sales responses can also try to obtain additional referrals from the customer.

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Marketing Quesions

 Q1-Mr. Thomas is the vice president(sales) of a soft drink company called Paper Boat. In order to bring out best sales results, he has to complete recruitment and selection for the sales force in the company. Discuss analytically as to how Mr. Thomas should go about it considering every important point(s). 

Ans. According to the case, Mr. Thomas is the vice president of sales department in soft drink company. The soft drink company is known by Paper Boat. In order to increase the revenue, he has to increase the sale of soft drink obviously. To increase the sales, he has to recruit new employees in the company. The steps Thomas have to taken for recruitment and selection process are as follow: 1.) Preparation of job description: A job description is a document or statement that clearly defines the important of job requirements, job duties, job responsibilities, and skills required to perform a specific role. Here Thomas have to mentions all the important points that on what basis he will evaluate the candidates. A more detailed job description will cover how success is measured in the role. So, it can be used during performance evaluations of each Candidate’s. Thomas have to mentions the title of the job as a salesman for a soft drink. After this he has to mentions all types of job duties and responsibilities, what type of work they have to perform, which qualification is required to be eligible for job. in which locations he has to play a role as a salesman and to whom they have to submit their reports.

2.) Identification of sources of recruitment and methods of communication: Thomas have to post this description in the officials’ website of the company and make some banners. So, that lots of people get aware. Thomas also do communicate this information to the company staff. He may appoint recruitment agencies or human resource management of the company for this task. Even he can publish this job description in newspaper because maximum people read newspaper daily. They also do advertisement of the job description.

3.) Designing an effective application form and preparing a short-list: when Thomas getting receiving application, the next process is to select those applications who have some experience. If a candidate has no experience but the qualifications is excellent and fit for the company, he has to definitely shortlist it. 

4.) Interviewing: After shortlist the candidate, the next step is to take an interview. Many companies prefer to take two interviews to evaluate the candidate. They check the body poster of the candidate, how he speaks, appearance, fitness and manner of candidate. Is he being mature or not? Sense of responsibility. The interviewer may use different kinds of techniques to evaluate the candidates like Playback technique in which interviewer speak some words to candidate in order to elicit the reason for what has been said, The use of rewards in which interviewer evaluate the candidate that he makes an eye contact or not, he checks that candidate have do nodding the head or not. The use of silence is that when a candidate replies to important questions uninformatively or not in good way because of uncomfortable, nervousness or for the sake of impressing to interviewer by hook or cook and doing some mistake and many more techniques.

5.) Use of supplementary selection aids: In this technique, Thomas interviewer have to take some test of the candidate like he may give some pictures to candidate to evaluate that what these pictures represent. This test also identifies the individual personality traits. 

Q2-Mahindra Electric vehicle company wants to set up sales organization structure and design sales territory for upcoming new electric vehicles. If you are the sales head of the company, suggest suitable sales organization structure and how will you design sales territory for it? 

Ans. According to the question, Mahindra is going to establish electric vehicle company. So, we have to set up the suitable sales organization structure because of the sales head of the company. Sales organization structure refers to the design of the sales team. Mahindra electric vehicles may use an inside or outside sales model, geographic or industry territory approach, product specialization structure. In order to design the sales organization structure and sales territory, we have to plan first the location that where we can setup the new electric vehicles company.

After this we have to divide the organization into subunits or department i.e., Mahindra tyre manufacturing department, Mahindra Electric vehicle charger manufacturing department, Mahindra Electric Vehicle mirror manufacturing department, etc. Then we have to set the location of each department so, that from manufacturing to out of the vehicles from company will become smoother. I mean to say that the setup of each Mahindra department in such a way that from raw material to finishing of vehicles should be smoother and compactible. This will save the time when everything is planned and setup.

After this the basic purpose of Mahindra is to reduce the barriers. The employees must have a good coordination among all whether they work in different departments respectively. This is also related to cross functional teams which plays a role in different department and try to make a good coordination. So that information pass smoothly. Geographical Structure: Mahindra new electric vehicle have to organize sales team by geography or territory allows each salesperson to develop familiarity with a specific geographic location. This will help to build a good relationship between each department. They can build rapport with local businesses, get to know regional or local competitors and track target accounts. Each salesperson in Mahindra is assigned a territory over which to have a sole responsibility for sales achievement. So that sales should be an effectiveness. But electric vehicles are now a day become an advance technology which is somehow consider as eco-friendly because it creates less pollution. This is the advantage of each salesman use to promote the Mahindra electric vehicles by influence the customer by showing the benefits of the products. Product specialization structure: Like Mahindra Electric Vehicles is deals with different category of products i.e., they also supply spare parts of vehicles in market. Their decision-making unit of the buying organizations are different for each product group. A potential downside of implementing this structure is that reps may focus added on the features of the products they are selling and not the best solution for the customer.

Q3- Philips company decides to launch its LCD TV in rural markets of north Indian market. Discuss analytically the sales forecasting techniques that you apply for estimating sales in the respective market keeping in mind the type of market. 

Ans. According to the question, Philips want to expand his business by selling LCD TV in rural markets of north India. Sale forecasting is the process of estimating future upcoming sales. Accurate sales forecasts enable companies to make informed business decisions and predict short-term and long-term performance of the company. Companies can base their forecasts on past sales data, economic trends and industry-wide comparisons. Survey of Buyers: Philips aims to launch LCD TV in rural markets because maximum villager used the old types of television for their entertainment, to watch news channels or else. This process is done by doing survey. Let’s suppose that if Philips provide LCD TV in rural areas by giving a offer that if they will purchase a set of two television 20% would be off and a demonstrator will come their home to provide demo of LCD TV and also installment charges will 20% off then definitely maximum villagers try to influence their friends, neighborhood, relatives to do purchase because if they purchase only a single set of LCD TV it will cost around Rs. 15000/- (suppose amount) and manufacturing cost of one TV Rs. 9000/- company pay. If villagers buy two TV then they have to pay Rs. 24000/-. When Philips make this type of strategy to influence customer by showing that you will save around Rs. 6000/- people will definitely buy it. 

Furthermore, they will tell all the unique feature points or unique selling points to customer it will boost the sales. Experts Opinions: In order to make more profits, Philips must have to take the opinions of experts or people who indulge in the rural markets. Now Diwali is coming. Villagers always have a craze to read the pamphlets, if Philips make some pamphlets and banners will also increase the sale. Only one lit is need to make a fire. Market test method: In this methods, before launching a LCD TV directs into a market in large quantity, they have to conduct a direct market test. On the basis of its outcome, sales forecast is made. This method may be used by the helps of salesman hardwork or dealer who regularly doing marketing in rurals areas. If Philips gets the profit according to sales forecast, then they have to increase their productions and manufacture more units of TV in order to make a profit by delivering a TV in a rural market.

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