Music Festival Essay

â€Å" When I hear music, I fear no danger. I am invulnerable. I see no foe. I am related to the earliest times, and to the latest † said Henry David Thoreau. Music was and still is a significant factor in almost every culture in the world. It is a form of art that can life the soul, or even heals a patient through music therapy. A music festival is a festival oriented towards music that is sometimes presented with a theme such as musical genre, nationality or locality of musicians, or holiday. They are commonly held outdoors, and often include other attractions such as food and merchandise vending machines, performance art, and social activities, and even theme park rides such as the festival held annually in Abu Dhabi â€Å"Cream Fields†. Which is similar to the festival that I am going to be designing in this paper. The music festival I will conduct is going to be a rather modern based outdoor event, featuring DJs and live acts. The festival would have cartoon based theme, in which attendants would have to come dressed as cartoon characters of their choice, but no regular clothing would be allowed in, it’s either you come in costume or you get out. The idea is for the festival to be its own world for the weekend, and this would be achieved not only through the outfits, but even the stages would have cartoon decorations all around, making everything look colorful and cheerful. For each stage available, there will be a different cartoon theme for that stage, for instance the main stage would have the most famous of all, Tom and Jerry, and so on and so forth. The festival comers would feel as if they entered a world of childhood, making them forget about all the troubles in the world, and simply enjoy their time as much as they could. They can enjoy refreshments and food, along with special live acts where mimics of famous cartoons will be performed in between one artist and another. Unfortunately for the adolescents, there will be an entry age of 21 and above, all under the age of 21 would not be allowed in due to the consumption of alcohol in the region. The type of music that will be played at this festival will be electronic music. Electronic music is music that employs electronic musical instruments and electronic music technology in its production. An electronic musical instrument is a musical instrument that produces its sounds using electronics. Such an instrument sounds by outputting an electrical audio signal that ultimately drives a loudspeaker. It may include a user interface for controlling its sound, often by adjusting the pitch, frequency, or duration of each note. This type of music can also be referred to as â€Å" Rave music â€Å". Rave music is what most people now call ‘dance’ music, or as some government wonk put it, music with a distinctive ‘series of repetitive beats’. Early ravers discovered that the combination of ecstasy and music with fast, repetitive beats was a marriage made in disco heaven. The term rave first came into use in Britain in the late 50’s referring to the wild bohemian parties of the time, and the crowds were and still are mostly young from all sections of society. The composition of this music is extremely complicated, and it requires years of practice and experience in order to master it, however, I will give a brief summary of the requirements. There isn’t a single â€Å"piece of equipment† that creates the music, it’s a joining of different elements that’s necessary to allow the creation of a full on song. The basic and most important instrument to create this music is the MIDI keyboard. A MIDI keyboard is typically a piano-style user interface keyboard device used for sending MIDI signals or commands over a USB or MIDI cable to other devices connected and operating on the same MIDI protocol interface. Not all MIDI keyboards are based on the piano style user interface. Many MIDI keyboard controllers have pads or buttons that also send MIDI signals, and most pads have a velocity sensing capability so that varying volumes of sound can be played. Then comes in the other pieces, for instance, the sequencer is where you control the audio sources and create the structure of your song, and the mixer is then used to set the levels. After the song has been finished, it is recorded and simply played through the DJ set on the stage. However, the DJ will be using a mixer and a sequencer in order to adjust the structure and the levels of the song, also to move on from one song to another without disruption, blending one song to another. The artists I have chosen for my festival are the following, starting from the first to perform to the headliner. Armin Van Buuren, Armin van Buuren, a Dutch trance producer and DJ. He is the number one ranked DJ having won DJ Magazine’s Top 100 DJs fan poll a record of 5 times, including winning 4 consecutive years between 2007-2010 and again in 2012. David Guetta, a French house music producer and DJ. Afrojack, who is a Dutch music producer and DJ. Skrillex, opening for the headliner is an American electronic musician and singer-songwriter. And finally, the headliner, Deadmau5, is a Canadian electro-house music producer, DJ, and performer based in Toronto. Deadmau5 produces a variety of styles with the house genre, or other forms of electronic dance music. The reason I have selected Deadmau5 to headline for such a cartoony festival is not only does his music suit the atmosphere, but also he comes in costume, as he always wears a big smiling mouse mask that does not fail to attract attention. Moreover, his stage is always colorful and full of energy, a perfect way to end the night at such a festival. The rest of the performers also provide energy to this theme, as it is a day where everything is cheerful, where everything colorful and happy, and this is aim of electronic music, to unite people from every nation, it does not limit anyone, and so do cartoons. That is the connection between my theme and the music being played, all are welcome, no culture, race, nor nationality is looked down upon, everyone is together, one love.

Explore the behavioral and humanistic theory Essay

INTRODUCTION This project, emphasis is on the behavioral theory and humanistic theory. My research constructed chiefly on two behavioral theorists Burrhus Fredric Skinner and John Broadus Watson and two humanistic theorists Abraham Maslow and Carl Rogers. In behavioral theory, the founder of psychological behaviorism, John Watson believed that internal thinking process could not be observed; therefore, psychologists should not focus on it. An American psychologist, Burrhus Fredric Skinner social philosopher behaviorist, inventor, and author, developed the theory of Operant conditioning believed we learn new behavior through traditional or operant conditioning and all behavior is learnt from the environment. One of the early pioneers of humanistic psychology was Abraham Maslow; he established the hierarchy levels of needs and believed that by achieving the needs in the correct order would allow individuals to become self-actualized. However, Carl Rogers a psychologist and father of Client–centered theory felt that in addition to Maslow’s hierarchical needs, in order for someone to achieve self-actualization they need to be in a positive environment. Which would provide them with, approval, understanding and authenticity, and if one were deprive of such nourishment in an environment, healthy personalities and relationships would be unable to blossom. Humanistic Theory Emphasis of the humanistic perspective is on the self, which interprets into â€Å"you†, and â€Å"your† opinion of â€Å"your† experiences. This assessment claims that you are permitted to select your own performance, rather than responding to environmental stimuli and reinforcers. Such as matters dealing with self-esteem, self-fulfilment, and needs are vital, the chief focus is to enable personal development. There are two major theorists associated with this view Carl Rogers and Abraham Maslow. Carl Rogers feels that each individual functions from an exceptional frame of reference in terms of building self-regard or his or her self-concept. As we know, self-concept is one’s own belief about one’s self. Such beliefs stem, in part, from the perception of unconditional positive affection which occurs when individuals, (especially parents), exhibit unconditional love, and  conditional positive affection happens when that love appears only when cert ain conditions are met. Rogers’s theory states that psychologically healthy people enjoy life to the fullest; hence, they are seen as fully functioning individuals. Carl believed that, along with Maslow’s hierarchical needs a loving, respectable, and truthful environment has a big part to play in developing a person, and without such commodities in the environment; healthy personalities and relationships would not be able to grow. Nevertheless, Abraham Maslow developed his theory not by studying mentally ill patients, (which is where much psychological knowledge derived from), but by studying healthy, productive, creative individuals lives and careers. Maslow felt that individuals have definite needs that must be met in a hierarchical fashion, from the lowest to highest. These comprise f basic needs, safety needs, love and belonging needs, achievement needs, and ultimately, self-actualization, according to Maslow’s Hierarchy of Needs, the needs must be achieve in order. For example, one would be incapable of fulfilling their safety needs if their physiological needs are not met. This theory founded upon the knowledge that everyone has the prospective to contribute to the social order and be a respectable person if his or her needs are attained. Psychotherapy Humanistic psychology introduced in the 1950’s as a movement to bring psychology to an understanding of what it means to be a person. The theory took psychology beyond unconscious thoughts, beliefs or behavioral responses to stimuli, to a process of understanding free will, feelings, ethics and relationships with others. Humanistic psychotherapy was initially promoted as a â€Å"third force† in psychotherapy. Humanistic theory seems to provide both the therapist and client the opportunity to focus on what the client is doing right, as well as the challenges that he or she may face. Given the emphasis on emotional genuineness, humanistic psychotherapists place a great deal of importance on the therapist  ¬client relationship. One could argue that humanistic theory cannot be taken seriously because it is intent on blending the medical and scientific along with philosophy and subjectivity. Yet, if the APA affirms that, the theory’s focus is â€Å"on people’s capacity to make rational choices and develop to their maximum potential† (APA.org), it  is difficult to determine if the critics of the theory have a valid case. Nevrtheless, added methodologies also identify the significance on the therapist  ¬client relationship, viewing the relationship mainly as a means of providing the treatment. In humanistic therapy, the relationship is the treatment. The Major Concepts of Humanistic Theory Humanism came about as a reaction to the theories of psychoanalysis and behaviourism. Humanists felt that focusing on unconscious thoughts in psychoanalysis ignored the thoughts humans were having and the experiences they caused. Unlike behaviourists, humanists felt humans have more control over their responses than to simply be a puppet to conditioning. These new thinkers focused on what it was to be human and the entire spectrum of human feeling. Qualitative Research and Idiographic Approach †¢The humanists believed that statistics and numbers told very little about the human experience and were, therefore, irrelevant as research. The only thing that mattered was so-called qualitative research, such as case studies, unstructured interviews and diary accounts. This also outlines an idiographic approach, or studying individuals. Only by experiencing what it means to be human can the researcher truly understand what a person is going through. Humanists believed in studying individuals in-depth to understand the human condition. The Self and Congruence †¢Humanists believed that the ultimate aim of human beings was to achieve a state of congruence. This is when the actual self is the same as the ideal self. They believed in the constant pursuit of self-knowledge and self-improvement to achieve this state. All people are thought to have inherent worth merely by being human. A person’s actions may be positive or negative, but that does not affect his worth. Holism †¢The person in humanism is studied as a whole. She is not looked at in separate parts but is looked at as an entire unit. The theories that came before the humanists focused on the unconscious mind or observable behavior  rather than on how a person thinks and feels. This theory was groundbreaking for focusing on what it means to be human rather than the scientific, laboratory data that other theories produced. Hierarchy of Needs †¢Abraham Maslow was one of the pioneers of the humanist movement. He developed a pathway of needs that people must meet in order to achieve self-actualization or congruence. It starts off with the need for physical things, such as air, food and water. The pyramid moves on to the need for safety, love and belonging, self-esteem and then knowledge. It ends with the pursuit of aesthetics and then self-actualization. This is where a person achieves his entire potential. This is a point not many people ever reach. Free Will †¢People who believe in free will believe that humans have the ability to choose how to live their lives free of any external forces making them chose. Humanists believe that all people have this ability and can exercise it at any time. Instead of believing that things such as behavioral conditioning or animalistic drives determine our choices, humanists believe that we naturally want to choose the positive path and will do so freely Theoretical Concepts Underlying Humanistic Theory The motivation for the development of humanism was a reaction against the idea of the human as a machine, towards a holistic and inherently optimistic view of people. The humanistic or â€Å"third force† perspective is based on the belief that the sources of personal distress lie in the conscious mind and result from experience (George Boeree 1998b). Maslow developed a theory of personal motivation based on the idea of a hierarchy of needs (Noel Sheehy 2004 p163, George Boeree 1998a). At the top of this hierarchy Maslow believed was the possibility of self-actualisation, but he saw it as a rare achievement reached by only a very few people, since in his theory all lower-level needs had to be met before self-actualisation could take place. Maslow’s Hierarchy of Needs Rogers also believed in self-actualisation, but in contrast to Maslow, believed that it was a motivating force in all humans he saw babies as the  best examples of self-actualisation. This led to the core concept in humanistic theory the Actualising Tendency (Steve Vincent 1999). This is the tendency to thrive that is built-in to human beings. This tendency also implies that people are inherently good and healthy this is a given. The emphasis then in humanistic therapies is on the â€Å"potentiality model† of human development rather than the â€Å"deficiency model† of other therapies (Dave Mearns et al. 2000 p33). Rogers proposed that distress is a result of incongruence in the individual (George Boeree 1998b, Brian Thorne 2003 p31). The greater the incongruence, the greater the distress. Incongruity is the difference between the Real Self, which is the you that you can become as a result of self-actualisation, and the Ideal Self, which is the you created by external pressures such as society, family. Thus incongruence is like the tension in an elastic band attaching the two selves the greater the separation the greater the tension. A person has a basic need for Positive Regard. However, in society this is made conditional there are social attitudes that say you are only worthy if you conform. These Conditions of Worth combine with the in-built need for positive regard to create Conditional Positive Regard and this shapes the Ideal Self as something other than the Real Self conditions of worth push the ideal self away from the real self and generate incongruence. In time this force becomes internalised as Conditional Positive Self-Regard so the person generates their own incongruence. The aim of therapy is to achieve Congruence the situation where Real Self and Ideal Self match or at least decrease incongruence and therefore distress (Carl R. Rogers 1961 p279). This is achieved by building an unconditional sense of self-worth which then gets internalised as Unconditional Positive Self-Regard. In the therapeutic relationship, counsellor and client form a personal relationship rather than a power-based professional one and it is the quality of this relationship that is key to success. It is Rogers’ claim that there are just three Core Conditions which a therapist must achieve for therapy to be effective (Carl R. Rogers et al. 1967 p89). The first is that the counsellor must be Congruent that is, without a front or professional mask in the therapeutic relationship and that the counsellor must share this congruence with the client. Secondly, the counsellor must be Empathic towards the client, that is they experience the client’s internal world and can sh are this with the  client, but without losing the separation between the counsellor’s world and the client’s. Finally, the counsellor’s view of the client must be one of Unconditional Positive Regard, one of accepting and prizing the client as a whole, without reservations or judgements. There are other forms of humanistic therapy than the Rogerian person-centred approach. Probably the best known is Gestalt therapy, founded by Fritz Perls (Gary Yontef 1993, Frederick S. Perls 1957). This has much in common with Rogers’ theories in that it focuses on process rather than content, in which counsellor and client share their perception, with the intention of allowing the client to become aware of their internal process, how they are doing it and how they can change it. There is a strong emphasis on acceptance and self-valuing. One aspect of Gestalt theory that is not present in Rogerian theory is the idea of Unfinished Situations. The idea is that a person’s natural state is one of homeostasis. However, whenever something, such as an upsetting situation, happens to the person, that disturbs the balance. The normal outcome is that the person responds in such a way as to restore the balance or a different balance that accommodates a change. However, if the nat ural response is interrupted, for example by social pressures not to respond, the person stays out of balance. This is an unfinished situation and Gestalt therapy aims to finish this situation and restore balance again. Critically Examine the Humanistic Theory The humanistic theory has profoundly affected our society. It provided much of the impetus for a broad social movement of the 1960s and 1970s in which many people searched inward to find direction and meaning to their lives. It renewed the age-old debate about free will and determinism and focused attention on the need to understand the subjective or conscious experiences of individuals (Bargh & Chartrand, 1999). Rogers’s method of therapy, client-centered therapy, remains highly influential. And perhaps most important of all, humanistic theorists helped restore to psychology the concept of self that center of our conscious experience of being in the world. Yet the very strength of the humanistic viewpoint, its focus on conscious experience, is also its greatest weakness when approached as a scientific endeavor. Ultimately your conscious experience is known or knowable only to an audience of one you. Yet how can humanistic  psychologists ever be certain that they are measuri ng with any precision the private, subjective experience of another person? Humanistic psychologists might answer that we should do our best to study conscious experience scientifically, for to do less is to ignore the very subject matter human experience we endeavor to know. Indeed, they have been joined by cognitive psychologists in developing methods to study conscious experience, including rating scales and thought diaries that allow people to make public their private experiences to report their thoughts, feelings, and attitudes in systematic ways that can be measured reliably. Though verbal or written statements of private experiences are a step removed from consciousness itself, they provide a means that scientists can use to study people’s subjective experiences. Critics also contend that the humanistic approach’s emphasis on self fulfillment may lead some people to become self-indulgent and so absorbed with themselves that they develop a lack of concern for others. Even the concept of self-actualization poses challenges. For one thing, humanistic psychologists consider self-actualization to be a drive that motivates behavior toward higher purposes. Yet how do we know that this drive exists? If self-actualization means different thin gs to different people one person may become self-actualized by pursuing an interest in botany, another by becoming a skilled artisan how can we ever measure self-actualization in a standardized way? To this, humanistic psychologists might respond that because people are unique, we should not expect to apply the same standard to different people. Humanistic Theory Usefulness to Nursing Practice Nurses provide individual care recognizing the holistic needs of the patient. Nurses seek to understand the health needs of the people they work with but also to change their behaviours, thoughts and feelings to enhance the well-being of the person, not only at present moment but also for the future. At times nurses need to provide very basic care for the people they work with but they are always looking to develop the person’s ability to be more independent in any area of their life. Nurses can use psychological research and theories to enhance their nursing practice, and most nursing practice has a foundation in psychology, sociology or biology. Nursing now  has developed its own unique body of knowledge but other sciences can still enhance nurses’ understanding and practice. Applying Theories to Healthcare Practice allows growth in a positive way for both the client and the nurse. Spontaneity, the importance of emotions and feelings, the right of individuals to make their own choices, and human creativity are the cornerstones of a humanistic approach to learning (Rogers, 1994; Snowman & Biehler, 2006). The major contribution that Rogers added to nursing practice is the understandings that each client is a unique individual, so, person-centered approach is practice in nursing. Humanistic theory is especially compatible with nursing’s focus on caring and patient centeredness an orientation that is increasingly challenged by the emphasis in medicine and health care on science, technology, cost efficiency, for profit medicine, bureaucratic organization, and time pressures. Like the psychodynamic theory, the humanistic perspective is largely a motivational theory. From a humanistic perspective, motivation is derived from each person’s needs, sub jective feelings about the self, and the desire to grow. A positive self-concept, and open situations in which people respect individuality and promote freedom of choice. Maslow (1954, 1987), best known for identifying the hierarchy of needs which he says plays an important role in human motivation and nursing care. At the bottom of the hierarchy are physiological needs (food, warmth, sleep); then come safety needs; then the need for belonging and love; followed by self-esteem. At the top of the hierarchy are self-actualization needs (maximizing one’s potential). Additional considerations include cognitive needs (to know and understand) and, for some individuals, aesthetic needs (the desire for beauty). An assumption is that basic-level needs must be met before individuals can be concerned with learning and self actualizing. Thus, clients who are hungry, tired, and in pain will be motivated to get these biological needs met before being interested in learning about their medications, rules for self care, and health education. Beside s personal needs, humanists contend that self-concept and self-esteem are necessary considerations in any situation. The therapist Carl Rogers (1961, 1994) argued that what people want is unconditional positive self regard (the feeling of being loved without strings attached). It is essential that those in positions of authority  convey a fundamental respect for the people with whom they work. If a health professional is prejudiced against patients, then little will be healing or therapeutic in her relationship with them until she is genuinely able to feel respect for the patient as an individual. Rather than acting as an authority, say humanists, the role of any educator or leader is to be a facilitator (Rogers, 1994). Listening rather than talking is the skill needed. Because the uniqueness of the individual is fundamental to the humanistic perspective much of the learning experience requires a direct relationship. Safe clinical environments, where humanistic principles can be taught through caring, role modeling, small group discussion, case discussions, attention to self-awareness and feelings, role playing. Humanistic psychology contends that feeling. Humanistic principles have been a cornerstone of self-help groups, wellness programs, and palliative care. Humanistic theory has also been found to be well suited to working with children and young patients undergoing separation anxiety due to illness, surgery, and recovery (Holyoake,1998) and for working in the areas of mental health and palliative care (Barnard, Hollingum, & Hartfiel, 2006). Similar to psychodynamic theory, a principal emphasis is on the healing nature of the therapeutic relationship (Pearson, 2006) and the need for nursing students and health professionals to grow emotionally from their healthcare experiences (Block & Billings, 1998). Principles Derived From Humanistic Theory t o Improve Assess and Plan Care for Mentally Ill Client. Sometimes people understand psychosis or schizophrenia to be unrelenting, even with the intervention of psychotherapy. It is contended herein that therapy, and humanistic therapy in particular, can be helpful to the psychotic individual, but, perhaps, the therapist may have difficulty understanding how this approach can be applied to the problems of psychosis. Although it is a prevalent opinion in our society that schizophrenics are not responsive to psychotherapy, it is asserted herein that any therapist can relate in a psychotic individual, and, if therapy is unsuccessful, this  failure may stem from the therapist’s qualities instead of those of the psychotic individual. Carl Rogers created a theory and therapy indicated by the terms â€Å"umanistic theory† and â€Å"person-centered therapy†. This theoretical perspective postulates many important ideas, and several of these ideas are pertinent to this discussion. The first of these is the idea of â€Å"condi tions of worth†, and the idea of â€Å"the actualizing tendency.† Rogers asserts that our society applies to us â€Å"conditions of worth†. This means that we must behave in certain ways in order to receive rewards, and receipt of these rewards imply that we are worthy if we behave in ways that are acceptable. As an example, in our society, we are rewarded with money when we do work that is represented by employment. In terms of the life of a schizophrenic, these conditions of worth are that from which stigmatization proceeds. The psychotic individuals in our society, without intentionality, do not behave in ways that produce rewards. Perhaps some people believe that schizophrenics are parasites in relation to our society. This estimation of the worth of these individuals serves only to compound their suffering. The mentally ill and psychotic individuals, in particular, are destitute in social, personal and financial spheres. Carl Roger’s disapproved of conditions of worth, and, in fact, he believed that human beings and other organisms strive to fulfill their potential. This striving represents what Roger’ s termed â€Å"the actualizing tendency† and the â€Å"force of life.† This growth enhancing aspect of life motivates all life forms to develop fully their own potential. Rogers believed that mental illness reflects distortions of the actualizing tendency, based upon faulty conditions of worth. It is clear that psychotic people deal with negatively skewed conditions of worth. It is an evident reality that the mentally ill could more successfully exist in the world if stigmas were not applied to them. The mentally ill engage in self-denigration and self-laceration that culminate in the destruction of selfhood. This psychological violence toward the mentally ill is supported by non-mentally ill others. The type of self-abuse by psychotic individuals would certainly abate if the normative dismissal of the mentally ill as worthless is not perpetuated. In spite of a prevalent view that psychotic individuals are unsuccessful in the context of psychotherapy, Roger’s theory and therapy of compassion cannot be assumed to be unhelpful to the mentally ill. The key components of Rogers’ approach to  psychotherapy include unconditional positive regard, accurate empathy and genuineness. Unconditional positive regard, accurate empathy and genuineness are considered to be qualities of the therapist enacted in relation to the client in terms of humanistic therapy. These qualities are essential to the process of humanistic therapy. In terms of these qualities, unconditional positive regard is a view of a person or client that is accepting and warm, no matter what that person in therapy reveals in terms of his or her emotional problems or experiences. This means that an individual in the context of humanistic psychotherapy, or in therapy with a humanistic psychologist or therapist, should expect the therapist to be accepting of whatever that individual reveals to the therapist. In this context, the therapist will be accepting and understanding regardless of what one tells the therapist. Accurate empathy is represented as understanding a client from that person’s own perspective. This means that the humanistic psychologist or therapist will be able to perceive you as you perceive yourself, and that he will feel sympathy for you on the basis of the knowledge of your reality. He will know you in terms of knowing your thoughts and feelings to ward yourself, and he will feel empathy and compassion for you based on that fact. . As another quality enacted by the humanistic therapist, genuineness is truthfulness in one’s presentation toward the client; it is integrity or a self-representation that is real. To be genuine with a client reflects qualities in a therapist that entail more than simply being a therapist. It has to do with being an authentic person with one’s client. Carl Rogers believed that, as a therapist, one could be authentic and deliberate simultaneously. This means that the therapist can be a â€Å"real† person, even while he is intentionally saying and doing what is required to help you. The goal of therapy from the humanistic orientation is to allow the client to achieve congruence in term of his real self and his ideal self. This means that what a person is and what he wants to be should become the same as therapy progresses. Self-esteem that is achieved in therapy will allow the client to elevate his sense of what he is, and self-esteem will also lessen his need to be better than what he is. Essentially, as the real self is more accepted by the client, and his raised self-esteem will allow him to be less than some kind of â€Å"ideal† self that he feels he is compelled to be. It is the qualities of unconditional positive  regard, accurate empathy and genuineness in the humanistic therapist that allow the therapist to assist the client in cultivating congruence between the real self and the ideal self from that cli ent’s perspective. What the schizophrenic experiences can be confusing. It is clear that most therapists, psychiatrists and clinicians cannot understand the perspectives of the chronically mentally ill. Perhaps if they could understand what it is to feel oneself to be in a solitary prison of one’s skin and a visceral isolation within one’s mind, with hallucinations clamoring, then the clinicians who treat mental illness would be able to better empathize with the mentally ill. The problem with clinicians’ empathy for the mentally ill is that the views of mentally ill people are remote and unthinkable to them. Perhaps the solitariness within the minds of schizophrenics is the most painful aspect of being schizophrenics, even while auditory hallucinations can form what seems to be a mental populace. Based upon standards that make them feel inadequate, the mentally ill respond to stigma by internalizing it. If the mentally ill person can achieve the goal of congruence between the real self and the ideal self, their expectations regarding who â€Å"they should be† may be reconciled with an acceptance of â€Å"who they are†. As they lower their high standards regarding who they should be, their acceptance of their real selves may follow naturally. Carl Rogers said, â€Å"As I accept myself as I am, only then can I change.† In humanistic therapy, the therapist can help even a schizophrenic accept who they are by reflecting acceptance of the psychotic individual. This may culminate in curativeness, although perhaps not a complete cure. However, when the schizophrenic becomes more able to accept who they are, they can then change. Social acceptance is crucial for coping with schizophrenia, and social acceptance leads to self-acceptance by the schizophrenic. The accepting therapist can be a key component in reducing the negative consequences of stigma as it has affected the mental ill patient client. This, then, relates to conditions of worth and the actualizing tendency. â€Å"Conditions of worth† affect the mentally ill more severely than other people. Simple acceptance and empathy by a clinician may be curative to some extent, even for the chronically mentally ill. If the schizophrenic individual is released from conditions of worth that are entailed by stigmatization, then perhaps the actualizing tendency would assert itself in them in a positive way, lacking distortion. In the tradition of person-centered therapy, the client is allowed to lead the conversation or the dialogue of the therapy sessions. This is ideal for the psychotic individual, provided he believes he is being heard by his therapist. Clearly, the therapist’s mind will have to stretch as they seek to understand the client’s subjective perspective. In terms of humanistic therapy, this theory would seem to apply to all individuals, as it is based upon the psychology of all human beings, each uniquely able to benefit from this approach by through the growth potential that is inherent in them. In terms of the amelioration of psychosis by means of this therapy, Rogers offers hope. Behavioral Treatment Modalities that Evolved from Humanistic Theory Treatment modalities can be simply defined as methods of treatment. These are ways in which a doctor or an allied health professional would go about treating a condition. The major behavioral treatments in Humanistic Theory are: Client-Centered Therapy Carl Rogers and his client-centered therapy provide a clear example of the humanistic focus on the therapeutic relationship. Rogers wrote extensively about the process of fostering a warm and genuine relationship between therapist and client. He particularly noted the importance of empathy, or emotional understanding. Empathy involves putting yourself in someone else’s shoes and conveying your understanding of that person’s feelings and perspectives. The client-centered therapist does not act as an â€Å"expert† who knows more about the client than the client knows about himself or herself. Rather, the therapeutic goal is to share honestly in another human’s experience. Rogers encouraged self-disclosure on the part of the therapist, intentionally revealing aspects of the therapist’s own, similar feelings and experiences as a way of helping the client. Rogers also felt that client-centered therapists must be able to demonstrate unconditional positive regard for their clients. Unconditional positive regard involves valuing clients for who they are and refraining from judging them. Because of this basic respect for the client’s humanity, client-centered therapists  avoid directing the therapeutic process. According to Rogers, if clients are successful in experiencing and accepting themselves, they will achieve their own resolution to their difficulties. Thus client-centered therapy is nondirective. Gestalt therapy Gestalt therapy is a humanistic form of treatment developed by Perls. Perls viewed life as a series of figure-ground relationships. For example a picture is hanging on a wall. The picture is a figure and the wall is the back ground. For a healthy person current needs can be perceived clearly in that person’s life, just as figure can be perceived against a distinct ground (background).when current needs are satisfied, they fade into the ground and are replaced by new needs, which stand out in their turn and are equally recognizable. Perls believed that mental disorders represent disruptions in these figure-ground relationships. People who are unaware of their needs or unwilling to accept or express them are avoiding their real inner selves. They lack self awareness and self acceptance, they fear judgment of others. The technique of role playing that is to act out various roles assigned by the therapist. Therapies Identified in Humanistic Theory and their Therapeutic Benefits to the Client. The Benefits of Humanistic Therapy Applying Theories to Healthcare Practice allows growth in a positive way for both the client and the nurse. Spontaneity, the importance of emotions and feelings, the right of individuals to make their own choices, and human creativity are the cornerstones of a humanistic approach to learning (Rogers, 1994; Snowman & Biehler, 2006). During humanistic therapy sessions, patients are treated in a manner that emphasizes their innate goodness and potential. The humanistic therapist is encouraged to act in a manner consistent with the themes of unconditional positive regard, empathy, genuineness, and congruence. In an article on the website of the Association for Humanistic Psychology, humanistic psychologist Stan Charnofsky described the benefits of humanistic therapy in this manner: †¢Ã¢â‚¬Å"Humanistic therapy has  a crucial opportunity to lead our troubled culture back to its own healthy path. More than any other therapy, Humanistic-Existential therapy models democracy. It imposes upon the client least of all. Freedom to choose is maximized. We validate our clients’ human potential. Carl Rogers proposed that therapy could be simpler, warmer and more optimistic than that carried out by behavioral or psychodynamic psychologists. According to Carl Rogers he suggested that clients would be better helped if they were encouraged to focus on their current subjective understanding rather than on some unconscious motive or someone else’s interpretation of the situation. Rogers strongly believed that in order for a client’s condition to improve therapists should be warm, genuine and understanding. The starting point of the Rogerian approach to counseling and psychotherapy is best stated by Rogers (1986) himself. â€Å"It is that the individual has within himself or herself vast resources for self-understanding, for altering his or her self-concept, attitudes and self-directed behavior – and that these resources can be tapped if only a definable climate of facilitative psychological attitudes can be provided.† Rogers rejected the deterministic n ature of both psychoanalysis and behaviorism and maintained that we behave as we do because of the way we perceive our situation. â€Å"As no one else can know how we perceive, we are the best experts on ourselves.† (Gross, 1992) Believing strongly that theory should come out of practice, Rogers developed his theory based on his work with emotionally troubled people and claimed that we have a remarkable capacity for self-healing and personal growth leading towards self-actualization. He placed emphasis on the person’s current perception and how we live in the here-and-now. Theory is the notion of self or self-concept. This is defined as â€Å"the organized, consistent set of perceptions and beliefs about oneself†. It consists of all the ideas and values that characterize ‘I’ and ‘me’ and includes perception and valuing of ‘what I am’ and ‘what I can do’. Consequently, the self concept is a central component of our total experience and influences both our perception of the world and perception of oneself. For instance, a woman who perceives herself as strong may well behave with confidence and come to see her actions as actions performed by someone who is confident. The self-concept  does not necessarily always fit with reality, though, and the way we see ourselves may differ greatly from how others see us. For example, a person might be very interesting to others and yet consider himself to be boring. He judges and evaluates this image he has of himself as a bore and this valuing will be reflected in his self-esteem. The confident woman may have a high self-esteem and the man who sees himself as a bore may have a low self-esteem, presuming that strength/confidence are highly valued and that being boring is not. Person Centered Therapy Personal Centered Therapy or client centered therapy. The Rogerian client-centered approach puts emphasis on the person coming to form an appropriate understanding of their world and themselves. A person enters person centered therapy in a state of incongruence. It is the role of the therapists to reverse this situation. Rogers (1959) called his therapeutic approach client-centered or person-centered therapy because of the focus on the person’s subjective view of the world. Rogers regarded every one as a â€Å"potentially competent individual† who could benefit greatly from his form of therapy. The purpose of Roger’s humanistic therapy is to increase a person’s feelings of self-worth, reduce the level of incongruence between the ideal and actual self, and help a person become more of a fully functioning person. Client-centered therapy operates according to three basic principles that reflect the attitude of the therapist to the client: 1. The therapist is congruent with the client. 2. The therapist provides the client with unconditional positive regard. 3. The therapist shows empathetic understanding to the client. Congruence in Counseling  Congruence is also called genuineness. Congruence is the most important attribute in counseling, according to Rogers. This means that, unlike the psychodynamic therapist who generally maintains a ‘blank screen’ and reveals little of their own personality in therapy, the Rogerian is keen to allow the client to experience them as they really are. The therapist does not have a faà §ade (like psychoanalysis), that is, the therapist’s internal and external experiences are one in the same. In short, the therapist is authentic. Unconditional Positive Regard The next Rogerian core condition is unconditional positive regard. Rogers believed that for people to grow and fulfill their potential it is important that they are valued as themselves. This refers to the therapist’s deep and genuine caring for the client. The therapist may not approve of some of the client’s actions but the therapist does approve of the client. In short, the therapist needs an attitude of â€Å"I’ll accept you as you are.† The person-centered counselor is thus careful to always maintain a positive attitude to the client, even when disgusted by the client’s actions. Empathy is the ability to understand what the client is feeling. This refers to the therapist’s ability to understand sensitively and accurately [but not sympathetically] the client’s experience and feelings in the here-and-now. An important part of the task of the person-centered counselor is to follow precisely what the client is feeling and to communica te to them that the therapist understands what they are feeling. In the words of Rogers (1975), accurate empathic understanding is as follows: â€Å"If I am truly open to the way life is experienced by another person†¦if I can take his or her world into mine, then I risk seeing life in his or her way†¦and of being changed myself, and we all resist change. Since we all resist change, we tend to view the other person’s world only in our terms, not in his or hers. Then we analyze and evaluate it. We do not understand their world. But, when the therapist does understand how it truly feels to be in another person’s world, without wanting or trying to analyze or judge it, then the therapist and the client can truly blossom and grow in that climate.† Because the person-centered counselor places so much emphasis on genuineness and on being led by the client, they do not place the same emphasis on boundaries of time and technique as would a psychodynamic therapist. If they judged it appropriate, a person-centered counselor might diverge considerably from orthodox counseling techniques. As Mearns and Thorne (1988) point out, we cannot understand person-centered counseling by its techniques alone. The person-centered counselor has a very positive and optimistic view of human nature. The philosophy that people are essentially good, and that ultimately the individual knows what is right for them, is the essential ingredient of successful person centered therapy as â€Å"all about loving†.

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 (