Postmenopausal Hormone Replacement Therapy Health And Social Care Essay

In the United Kingdom, about one million post-menopausal adult females use oestrogen entirely or in combination with progestogen, as portion of endocrine replacing therapy ( HRT ) , to handle the symptoms of the climacteric ( WHC, 2010 ) . HRT first became available to adult females in the United Kingdom in 1965 ( Patient UK, 2010 ) , and was traditionally prescribed for its ability to cut down vasomotor symptoms, and its preventive effects against the development of postmenopausal osteoporosis and cardiovascular bosom disease ( WHC, 2010 ) . During 2002 and 2003, two of the biggest epidemiological surveies on HRT, Million Women Study ( an experimental questionnaire ) in the UK and Women ‘s Health Initiative survey ( a clinical randomised test ) in the USA were published. Their consequences presented concerns sing the safety of traditional HRT ; peculiarly in respects to its associated hazards to the cardiovascular system and chest malignant neoplastic disease as a consequence of drawn-out use ( WHI, 2002 ; MWS, 2003 ) . The complicated image presented of the hazards and benefits of HRT has received a considerable sum of scientific and public attending, fuelling wellness anxiousness amongst medical professionals and HRT users likewise. During the period of 2003 and 2007 the figure of adult females utilizing HRT fell by 66 % ( WHC, 2010 ) . This paper presents a reappraisal of scientific literature on the efficaciousness of HRT in the direction of menopausal symptoms and assesses the proficiency of its non-hormonal options.Why a Menopause?At birth, the human ovary contains 1 to 3 – 106 Graafian follicles, with no new gametes formed after this clip ( Kim et al, 1997 ) . This figure regresses to less than 1 – 104 at the clip of climacteric ( physiology text book ) . Menopause is described as a province of oestrogen lack that is brought approximately by the loss of aboriginal follicles in the ovaries doing a failure in oestrogenic end product ( Greendale and Sowers, 1997 ) . Throughout the generative lifetime, ovarian follicles become bit by bit desensitized to gonadtrophin exposure ( physiology text book ) . This leads to the loss of progestin production and a pronounced diminution in endogenous oestrogen degrees ( Greendale and Sowers, 1997 ) .EpidemiologyHarmonizing to the office of National Statistics 2009 figures, there are about 37.8 million adult females in the UK, of whom 13.6 million are aged 45 or over ( ONS, 2010a ) . Statistics indicates that 52 is the mean age of menopausal onset ( NHS Choices, 2010 ) , and so most of these adult females will be in or shortly come ining the post-menopausal province. The current life-expectancy for a new-born miss is 81.9 old ages ( ONS, 2010b ) . Womans can therefore anticipate to populate a 3rd of their lives in a possible oestrogen deficient province ( Howard et al, 1981 ) . Womans are considered to hold reached the climacteric, after a 12 month period of amenorrhoea ( Green dale and Sowers, 1997 ) . The concluding menstruations is so retrospectively designated as the clip of climacteric ; the clip predating this is post-maturity ( Greendale and Sowers, 1997 ) . The climacteric is associated with a assortment of physical and psychological symptoms ( Porter et al, 1996 ) , where vasomotor instability and urogenital wasting are the most normally documented short-run post-menopausal symptoms. Approximately, 75 % to 80 % of all adult females normally experience their first symptoms of the climacteric during the peri-menopausal period ( Bachmann, 1999 ) ; of whom 45 % of adult females will happen the symptoms straitening ( RCPE, 2003 ) .The climacteric in the long-run increases the hazard for the development of cardiovascular diseases and osteoporosis ( Iqbal and Zaidi ) ; this is due to the physiological effects caused by the worsening degrees of estrogens in the bosom, liver, encephalon and bone ( Katzenellenbogen, 1996 ) .Vasomotor SymptomsThe vasomotor s ymptoms of the climacteric, ( for illustration hot flowers, dark workout suits, insomnia and palpitations ) ( Howard et al, 1981 ) are the most common ground why menopausal adult females seek medical aid ( Howard et al, 1981 ) . Three quarters of peri-menopausal adult females will see hot flowers ( Howard et al, 1981 ) , where symptoms are normally observed within the first twelvemonth after the concluding menstruations ( Rees and Purdie, 2006 ) . Hot flushes characteristically last between 0.5 and 5.0 old ages after natural climacteric ( Bachmann, 1999 ) , but in 25 % to 50 % of instances can last longer than 5 old ages ( Howard et al, 1981 ) . The frequence of hot flash happenings and its continuance can change from less than daily to several per hr with continuances between a few seconds to 10 proceedingss long ; nevertheless on mean hot flower episodes lasts for around four proceedingss ( Patient UK, 2010 ) . The etiology behind vasomotor symptoms is ill-defined, but it is thoug ht to be due to a combination of hormonal, metabolic, and psychogenetic factors which occur as a consequence of oestrogen backdown ( Bachmann, 1999 ) . In 1986, Sliva et al conducted a survey on rats and established the action of oestrogen in the preoptic country of the hypothalamus, here it was found to modulate the firing rate of thermosensitive nerve cells in response to stimulation. Surveies have shown that oestrogen appears to heighten ?2-adrenergic inhibitory activity ( Bachmann, 1999 ) .Women with hot flowers have higher arteriole sensitiveness to catecholamines ( Bachmann, 1999 ) .The decrease in ?2-adrenergic receptor activity leads to sudden, transient and fickle peripheral vasodilatation in the tegument blood vass, which produces the hot flower ( Bachmann, 1999 ) . Night workout suits ( sleep hyperidrosis ) , is a common job accompaniment with day-time hot flowers ( Porter et al, 1996 ) . Hot flowers and sleep hyperhidrosus can hold a Domino consequence on a patient ‘s overall quality of life ( Bachmann, 1999 ) , as a consequence of weariness, crossness, hapless concentration, and impaired memory ( Porter et al, 1996 ) .Vasomotor TherapyNumerous surveies have documented the effectivity of short-run oestrogen therapy in handling the frequence and badness of hot flowers and dark workout suits caused by climacteric. For illustration, Haas et Al ‘s 2003 double-blinded, randomized, placebo-controlled survey on 18 menopausal adult females reported that there was no immediate decrease in vasomotor symptoms after induction of oestrogen therapy ( Figure 2 ) . At first both placebo and oestradiol reduced the figure of hot flowers by 27 % and 35 % , severally. The initial placebo consequence, nevertheless, was non sustained throughout the surv ey. In contrast, those patients treated with oestradiol continued to detect a lessening in the figure of hot flowers per hebdomad, until a 74 % maximum decrease was reached after 4 hebdomads of therapy. The frequence of hot flowers fluctuated somewhat at that degree until the terminal 2 hebdomads when the placebo-only period was initiated ( see figure 2 ) . These findings were reiterated in MacLennan at Al ‘s 2004 scientific reappraisal of 24 double-blinded, randomized, placebo-controlled tests, which assessed unwritten HRT therapy. Consequences demonstrated in nine RCTs, showed a average per centum decrease of about 75 % comparative to placebo in hebdomadal hot flower frequence ( p & A ; lt ; 0.0001 ) correlating to Hass at al earlier 74 % decrease for hebdomadal hot flower episodes for HRT. In adult females randomised to have placebo intervention, a 57.7 % decrease in hot flush frequence was observed by the terminal of the survey. Eight RCTs, found that symptom badness of th ose treated with HRT was besides significantly reduced compared to placebo ( P & A ; lt ; 0.0001 ) . A direct comparing of the effectivity of combined HRT versus oestrogen merely HRT was attempted but did non make statistical significance ( p value = 0.085 ) . There is a little sum of dependable grounds available to rede the continuance of usage for the intervention of vasomotor symptoms. Clinical Knowledge Summaries ( 2010 ) recommend the prescription of uninterrupted combined unwritten or transdermic HRT, for the direction of hot flowers. Treatment for vasomotor symptoms should be continued for at least one twelvemonth ; otherwise, symptoms may repeat ( Rees and Purdie, 2006 ) . This was observed in Haas et Al survey where, during the 2 hebdomad placebo merely period ; the frequence of hot flowers began to return to baseline degrees in the group having oestradiol ( see figure 1 ) . A progressive backdown from intervention therefore is advisable. This is achieved by bit by bit cut downing uninterrupted combined HRT dosage to the lowest strength of tablets or spots, whereby half a tablet day-to-day or half a spot should be used for a farther 1-2 months ( Rees and Purdie, 2006 ) . Menopausal symptoms normally decide within 2-5 old ages ( RC PE, 2003 ) ; the consequence of uninterrupted combined HRT can be sustained for up to three old ages during disposal where, apart from shed blooding, side-effects are non normally reported ( Maclennan et al, 2004 ; Henriksson et Al, 1996 ) . Current research has confirmed the efficaciousness of oestrogen, combined or entirely, in bettering hot flowers and dark workout suits, as its effects are strong. However, farther research is required to distinguish whether combinations of low dose oestrogen and progestin may accomplish the tantamount consequence of a higher dosage of oestrogen when used entirely.Figure 1: Summarises the entire figure of Hot flowers recorded by patients on transdermic estradiol ( N = 10 ) and placebo ( N = 8, foremost seven hebdomad ; N=7, last five hebdomads ) each hebdomad ( adapted from Haas et Al, 1988 ; Bachmann, 1999 )Pre-treatment stage: A 4-week pre-treatment period during which capable eligibility of menopausal position was confirmed. Treatment stage: An active 6 hebdomad survey stage, during which the happenings of Hot flowers between 0.05 mg/ dm3 transdermic estradiol was compared against placebo. Estradiol showed to be well more effectual than placebo in cut downing vasomotor flowers during hebdomads 6 to 10. Placebo stage: Two hebdomad period where patients continued to supervise symptoms while single-blindedly utilizing a placebo spot. An addition in vasomotor flushing towards baseline was observed in estradiol-treated patients.Urogenital AtrophyThe surcease of the catamenial rhythm, consequences non merely in the conventional hot flowers observed in diagnostic menopausal adult females but besides causes alterations to the functional capacity of the urogenital piece of land ( Samsioe, 1995 ) . Urinary incontinency, recurrent lower piece of land infections, vaginal uncomfortableness, dyspareunia, and shed blooding are all symptoms of atrophic vaginitis ( Howard et al, 1981 ; Bachmann and Nevadunsky, 2000 ) . These symptoms occur as a consequence of atrophic alterations caused as a effect of a gradual diminution in go arounding estrogens ( See figure 3a ) . Once degrees fall below the threshold where endometrial proliferation is possible, the vaginal canal begins shortening and there is a loss of rugae in the vaginal wall ( DeMasters J, 2000 ) . The urinary piece of land symptoms observed is a consequence of the urethra and vagina sharing the same embryologic beginning ( Howard et al, 1981 ) . Vaginal symptoms, unlike hot flowers often persist and can worsen with age ( Grady, 2006 ) . In a 2006 survey of the Management of menopausal symptoms, Grady reported up to 30 % prevalence of atrophic vaginitis symptoms amongst adult females during the early postmenopausal period with an in addition to 47 % prevalence during the ulterior postmenopausal period ( Grady, 2006 ) . During the climacteric, the vaginal wall musculuss deteriorate to bring forth a thin, unsmooth, inflamed mucous membrane susceptible both to bacterial infections and petechial hemorrhage caused by mechanical emphasis ( Samsioe, 1995 ) . The destructive effects caused by the diminution in oestrogen degrees are most outstanding in the fundal part of the vagina ( Samsioe, 1995 ) . Hormonal alterations induced by the climacteric, actuate metabolism in the bacterial vegetation and pH of the vagina ( Samsioe, 1995 ) . Before the climacteric the vagina is colonized by lactobacilli which maintain a low vaginal pH, by and large 4.5 or less ( Brizzolara et al, 1999 ) , bring forthing a protective environment aga inst the colonisation of the vagina and urethral tissue by Gram-negative bacteriums ( Samsioe, 1995 ) . After the climacteric lactobilli becomes replaced by faecal-type vegetations which cause postmenopausal adult females to go prone to urinary piece of land infection ( see figure 3b ) . The symptoms of urogenital degeneracy can be categorised into two groups: 1 ) Lower urinary piece of land – for symptoms affecting the urethra and bladder 2 ) Vaginal – for those confined to the vagina and the vulva such as vaginal waterlessness, combustion and itchiness ( Samsioe, 1995 ) . The prevalence of urologic symptoms ‘ ( including urgency, frequence, dysuria, and incontinency ) is a job which increases in badness with age ( Grady, 2006 ) ; this nevertheless can be farther insinuated by the wasting of the urethral mucous membrane caused during the menopausal passage ( Molander, 1990 ) . In postmenopausal adult females, the control of urination becomes progressively reliant on the support of the urogential musculuss to urethrovesical junction, due to widening of the urethra ( Samsioe, 1995 ) . The decrease in oestrogen degrees consequences in the deficient blood supply to the urogenital tissues and hence impedes full muscular functionality ( Molander, 1990 ) . Poor anatomical support to the urethra consequences in the uneffective control of urination ; which consequences in pelvic laxness and emphasis incontinency ( Samsioe, 1995 ) . The diminution in go arounding blood in urogential tissues means there will besides be an damage in the immune system antibod y response to foreign organic structures ( Molander, 1990 ) ; this in add-on to the broadening of the urethra, facilitates the migration of bacteriums into the lower urinary piece of land ( Samsioe, 1995 ) .Pre-menopauseFigure 3a and 3b: Summaries the alterations in the vaginal and urethra observed as the influence of oestrogen lessenings ( adapted from Samsioe, 2005 ; Brizzolara et Al, 1999 )Figure 3a: The diminution in serum oestrogen degree causes a lessening in vaginal blood flow and secernments. As a consequence, lactic acid degrees and animal starch content of the vaginal wall decreases, this causes the hyalinisation of collagen and the impairment of elastic tissue. Atrophy of the vaginal tissues nevertheless, does non get down until endogenously produced estrogens have fallen below the threshold required for endometrial proliferative activity. Therefore the clip period between the start of climacteric and the start of wasting opens a curative window. This has allowed the poss ibility for drugs to be able to aim urogenital wasting without put on the lining endometrial proliferation which can ensue in malignant neoplastic disease, extinguishing the demand for progestin co-medicationFigure 3b: The conventional drawings represent the pre and post-menopausal urethral opening and vaginal wall. The pH of vaginal fluid in postmenopausal adult females elevates to between 6 and 7 ; this facilitates the replacing of lactobacillae with gram negative source vegetations associated with urinary piece of land infection. In healthy vaginal epithelial tissue, parabasal cells are rare and normally represent less than 5 % of the epithelial cell population, this per centum increases to around 20 % after the climacteric.Post-maturityUrogential TreatmentSurveies have shown that estrogens, administered as systemic ( unwritten or transdermic ) or intravaginal estrogens, are extremely effectual at handling vaginal wasting. It is recommended that estrogens, when prescribed with th e purpose of pull offing urogenital symptoms, are given as low-dose readyings to assist understate systemic soaking up ( Grady, 2006 ) : this prevents the additions in oestrogen endogenous degrees that could potentially do estrogenic side effects. When HRT is used at the recommended low-dose and frequence, the add-on of a progestogen for endometrial protection is non necessary ( Figure 3a ) . The physiological alterations that consequences in the decrease of urogenital symptoms observed in oestrogen therapy, suggest that oestrogen lack may lend to this pathogenesis ( Samsioe, 1995 ) . The clinical efficaciousness of low-dose HRT readyings have been demonstrated in a figure of clinical tests. Barnabei et Al followed the menopausal symptoms and the effects of oestrogen and progestogen in the postmenopausal adult females, involved in the Women ‘s Health Initiative for a mean of 5.6 old ages. The consequences from the survey showed a 74 % decrease in vaginal wasting in adult femal es who had received oestrogen plus progestin and 55 % in those who had received placebo entirely. Intravaginal estrogens are besides extremely effectual at handling vaginal wasting ; Suckling et al Cochrane reappraisal found that all intravaginal readyings ( that were administered as picks, diaphragms, intravaginal tablets or the estradiol-releasing vaginal ring ) were every bit effectual and significantly reduced the symptoms of vaginal wasting. It is for this ground and that they by and large have small consequence on the serum oestrogen degrees that intravaginal oestrogens readyings are preferred to systemic oestrogen ( Suckling et al, 2006 ) . Surveies have besides shown that HRT is effectual in forestalling urinary piece of land infections. Cardozo et Al ‘s 1998 survey found that there was a important decrease in the incidences of urinary piece of land infection in adult females who had been treated with systemic oestrogen than those given placebo. Although several positi ons have compared many of the interventions for vaginal wasting, the long-run effects of intervention have non yet been expeditiously examined. Recommendations by regulative governments will hence be more accurate if intervention was assessed over a drawn-out period, such as one to five old ages, so that the unwanted responses to intervention can be farther examined.Menopause induced OsteoporosisOsteoporosis, the most damaging side-effect to wellness associated with the climacteric ( Samsioe, 1995 ) , is a skeletal disease characterised by a lessening in bone denseness and mass ( Howard et al, 1981 ) . The skeleton comprises compact and trabeculate bone ( Kanis, 1996 ) . In the healthy grownup, bone mass is comparatively changeless, this is despite there being considerable bone turnover, of which about 95 % of this is accounted for by the remodelling of bone ( Kanis, 1996 ) . This procedure is altered after the climacteric, where there is a period of rapid bone loss that lasts betwe en 5 to 10 old ages ( Kanis, 1996 ) . This consequences in a negative remodelling instability ( Kanis, 1996 ) . Bone mass reaches its extremum between the ages 30 and 35, after this extremum, bone mass declines at a rate of 1 % per twelvemonth ( Samsioe, 1995 ) . The rate of diminution can lift up to 6 % at the climacteric and history for a loss of a 3rd of bone mass ( Samsioe, 1995 ) , after the perimenopausal period the one-year rate of bone loss returns to the 1 % ( Samsioe, 1995 ) . There is besides grounds that there is an addition in osteoclastic activity ( Kanis, 1996 ) , where high circulating FSH induces increases osteoclast-mediated bone reabsorption which exceeds the formation of new bone ( Samsioe, 1995 ) . Both of these factors in concurrence consequences in the addition bone turnover and porousness that causes the loss of the trabeculate bone model and the cutting of the cerebral mantles ( Kanis, 1996 ; Samsioe, 1995 ) . This pathological procedure finally concludes wi th the break in the bone micro-architecture, which leads to the brickle castanetss that are more susceptible to break ( Kanis, 1996 ) . Womans have a higher cumulative life-time hazard for enduring from osteoporotic breaks about three times greater than in work forces ( Kanis, 1996 ) ; with 50 % of adult females and 20 % of work forces, over the age of 50, enduring from a break. The three most common sites of osteoporotic breaks are the distal radius, the vertebral organic structure and the upper thighbone ( Howard et al, 1981 ; Samsioe, 1995 ) . Hip break is a important cause of mortality and morbidity, where one in four adult females will non last the first twelvemonth following this break ( Samsioe, 1995 ) . Several surveies indicate that early oestrogen therapy intercession can detain or forestall bone loss at the climacteric, nevertheless, grounds back uping the continuation of the good effects after discontinuance remain debatable. A reappraisal by Bagger et Al in 2004, found there was a 4-fold increased hazard of breaks in adult females having placebo than HRT. From this consequence it was concluded that short-run oestrogen replacing therapy initiated in the early postmenopausal phases, can accomplish durable benefits to the skeletal system, in footings of the saving of bone mass and important decreases in the hazard osteoporotic breaks. However another survey by Yates et Al, found grounds that postmenopausal adult females who have discontinued HRT within the past 5 old ages have a hazard for hip break that was similar to adult females who have ne'er used HRT. The latter survey nevertheless has restrictions and is hence non conclusive. Womans who responded to the study tended to be y ounger and better educated about the importance of good wellness than the non-responders ( WHC, 2010 ) . Furthermore, it must besides be taken into consideration that the hazard of osteoporosis additions with increasing age and weight. HRT as a consequence would hold a greater decrease potency in the incidences of hip break in older adult females than in younger adult females. Therefore future surveies will necessitate to be adjusted to take into history these act uponing factors.The findings from the WHI and MWSThe possible relationship between the loss of ovarian map and development of Cardiovascular Disease ( CVD ) has been substantiated by legion case-controlled and laboratory surveies carried out since the 1980s ( Iqbal and Zaidi 2009 ) . These surveies demonstrated the protective effects of estrogens on the cardiovascular system ( Mendelsohn and Karas, 2002 ) ; which encourage the production of lipid profiles that cause vascular distension, prevents coronary artery disease and augmentation of endothelial fix after harm ( Mendelsohn and Karas, 2002 ) . After the oncoming of climacteric, degrees of estrogens begin to equilibrate to that of age-matched work forces ( Iqbal and Zaidi 2009 ) . Up until 2002, HRT was established as the most effectual signifier of intervention when bettering menopausal symptoms. However this was challenged by the publication of the preliminary findings of the WHI and MWS survey, which found the benefits of HRT on CVD to no longer be important when the other possible wellness jeopardies were taken into consideration ( WHI, 2002 ; MWS, 2003 ) . For illustration that the usage of oestrogen, with or without Lipo-Lutin, was found to be associated with an increased hazard for the development of certain signifiers of malignant neoplastic disease ( such as chest, ovarian and uterine malignant neoplastic disease ) ; this hazard was substantiated farther by drawn-out use ( WHI, 2002 ; MWS, 2003 ) . Findingss from the WHI, oestrogen plus p rogestin, test besides indicated that HRT could increase the hazard of CVD, which can take to shots and venous thromboemoblism ( WHI, 2002 ) . The WHI, oestrogen plus progestin, test published in 2002 monitored and compared the HRT related consequence on CVD and other facets of adult females ‘s wellness to that of placebo, in 16, 608 adult females in the United States aged 50 to 79 from 1993 to 2002. Around 50 % of the take parting adult females were randomised to take combined oestrogen and 50 % to take a placebo. The survey ended three old ages premature after the antecedently specified bound for chest malignant neoplastic disease instances, set by the WHI Data and Safety Monitoring Board was exceeded and overall hazards were considered to outweigh benefits. The preliminary findings showed a decreased in the hazard of osteoporotic breaks and colorectal malignant neoplastic disease ( Nelson et al, 2002 ; WHI, 2002 ) , but besides found a little addition in the incidences of coronary events, shot, chest malignant neoplastic disease and venous thromboembolism ( Nelson et al, 2002 ; WHI, 2002 ) . A subsequent reappraisa l of the findings from the WHI Study in 2004, adjusted for other act uponing factors, found different consequences where the apparent higher hazard for chest malignant neoplastic disease appear to be caused by natural factors instead than to HRT ( WHC, 2010 ) . When age was taken into history analysis showed that younger adult females get downing HRT may really be protected in some wellness facets ( WHC, 2010 ) . However those get downing on HRT over 70 did non hold the same benefits and alternatively were vulnerable to certain wellness hazards, nevertheless, this may be due to the associated hazard factors increasing with age.The Million Women Study was conducted from 1996 to 2001, analysed the hazard of chest malignant neoplastic disease and other adult females wellness issues in one million adult females taking HRT in the UK, and compared findings with that received from a sum of 828,923 adult females who were non-users: All take parting adult females were over 50 old ages old. F indingss published in 2003 found a little addition in the hazard of chest, endometrial and ovarian malignant neoplastic disease when oestrogen-only HRT was used. Combined HRT was found to hold a greater addition in the hazard of chest malignant neoplastic disease but was able to cut down the hazard of endometrial malignant neoplastic disease, when compared with oestrogen-only HRT. It was besides established that the hazard of chest malignant neoplastic disease is increased the longer HRT is used ; where the extra hazard for chest malignant neoplastic disease declined to that of ne'er users when intervention ended.Restriction of the surveiesWomen ‘s Health InitiativeThe WHI survey, merely considered the dosage of 0.625 milligram of conjugated equid estrogens and 2.5 milligram Provera acetate each twenty-four hours ; whilst this dose was appropriate for younger menopausal adult females get downing HRT, it was considered by many experts to transcend the sum required for older adu lt females ( Howard et al, 1981 ) . The specification for the adult females in the WHI survey differs from adult females in the MWS. Women in the WHI survey tended to be older ( mean age 63.2 ) than the adult females in MWS ( mean age 56 ) ( MWS, 2003 ) . Therefore two-thirds of adult females in WHI were over the age of 60 and hence had a higher absolute hazard of bosom disease, shot and chest malignant neoplastic disease ( all of which increases with age ) . The mean BMI for adult females in the survey is 28.5, therefore a big proportion of adult females in the survey are overweight and were hence predisposed to bosom disease and certain malignant neoplastic diseases.Million Women StudyThe methodological analysis of MWS has been criticised: Unlike the survey by the WHI, the MWS was non a randomised controlled test. The consequences were based on a self-reporting study where adult females chose whether or non to take HRT. Furthermore the adult females in the MWS were already holding a mammogram so may already hold been at a higher hazard for malignant neoplastic disease e.g. they may hold already suspected a ball. The adult females were followed-up by studies from national malignant neoplastic disease registers, non by subsequent questionnaires, so alternations in HRT usage after initial enrollment were non recorded. Both the surveies analysed the hazard of ovarian malignant neoplastic disease in the long-run surveies and were non meant to turn to the shorter-term usage of HT. Thus, the information from these surveies should be used by adult females sing usage of HT for longer than 3 or 4 old ages.Options to HRTTibolone is a selective oestrogen receptor modulator ( SERM ) , which possesses oestrogenic, progestogenic and androgenic features ( Nelson, 2008 ) . Tibolone is effectual at handling vasomotor symptoms and bettering sexual operation and may be used as an option to combined HRT in post-menopausal adult females ( Nelson, 2008 ; Roberts, 2007 ) . In adult females under 60, the hazards of taking tibolone are tantamount to that of combined HRT ( NHS Choices, 2009 ) . For adult females over 60, the associated hazards begin to outweigh the benefits, due to the increased hazard of chest malignant neoplastic disease, shot and endometrial malignant neoplastic disease ( NHS Choices, 2009 ) . Morris et Al ( 2006 ) conducted a clinical grounds reappraisal of seven RCTs, on the effects of tibolone on vasomotor and urogential symptoms. One test found that after 16 hebdomads of intervention, tibolone reduced vasomotor symptoms by 39 % compared with placebo ( p = 0.001 ) . However, two RCTs produced questionable consequences in respects to its efficaciousness when compared against traditional combined HRT. One test ( n=437 ) found that combined HRT when compared with tibolone, well reduced the frequence of hot flowers over 48 hebdomads ( p = 0.01 ) . However contradictory findings were found in another test of a smaller population ( n=235 ) , whe re no important difference in vasomotor symptoms between combined HRT and Tibolone was established at 52 hebdomads. Due to the rawness of findings another larger adjusted RCT should be conducted to clear up the effectivity of tibolone against combined HRT. Three tests were used to measure the efficaciousness of tibolone in the direction of urogenital symptoms. All of which concluded, with the understanding that tibolone significantly improved vaginal waterlessness, sexual desire and copulatory frequence compared to both placebo and combined HRT interventions. There is besides limited grounds to back up the usage of Catapres, Neurontin, paroxetine, Prozac, citalopram, and venlafaxine as effectual interventions hot flowers ( Nelson et al, 2006 ; Anderson and Redman, 2010 ) . The latest analysis of the hazards based on the findings from the MWS and WHI survey, has concluded with the following revised hazard estimations to help health care professionals appraisal of the hazards and benefits associated with HRT for single adult females:Cardiovascular Disease hazard:There is no addition in the hazard for CHD in adult females less than 10 old ages postmenopausal when given combined HRT ( Currie and Guttinger, 2007 ; Roberts, 2007 ) . Hysterectomised adult females taking oestrogen merely HRT besides showed no increased CHD hazard during the WHI test, alternatively the hazard for both appeared to worsen ( Currie and Guttinger, 2007 ) . However there us a little addition in hazard for adult females who were more than 10 old ages postmenopausal ( Currie and Guttinger, 2007 ) . The grounds to propose a cardiovascular benefit with oestrogen-only or combined HRT is hence weak ( CSM, 2004 ; MHRA and CHM, 2007 ) .Stroke hazardWHI found oestrogen-only and combined HRT increase the hazard of shot compared with placebo ( CSM, 200 ; MHRA and CHM, 2007 ) .Breast Cancer hazard:MWS indicated that a higher hazard of chest malignant neoplastic disease is associated with drawn-out usage ( CSM, 2004 ; MHRA and CHM, 2007 ) . For oestrogen entirely, the hazard is lower than combined HRT ( MHRA and CHM, 2007 ) . Some surveies on the other manus have non shown increased hazard when compared to those who had ne'er antecedently taken HRT ( MHRA and CHM, 2007 ) .Endometrial malignant neoplastic disease hazard:There is a little addition in the hazard of endometrial hyperplasia and carcinoma with oestrogen-only HRT ; due proliferated effects of oestrogen ( Howard et al, 1981 ) . Oestrogen-only HRT is hence merely recommended for usage by adult females with a womb ( MHRA and CHM, 2007 ) . The add-on of a progestin every twenty-four hours significantly reduces the hazard ( CSM, 2004 ; MHRA and CHM, 2007 ) ; due to its endothelial protective belongings. So when used i n combination with oestrogen it can cut down the hazard of this malignant neoplastic disease to the baseline ( MHRA and CHM, 2007 ) .Ovarian malignant neoplastic disease hazard:Experimental surveies indicate that extended usage of HRT may correlate with a little increased hazard of ovarian malignant neoplastic disease ( CSM, 2004 ) , which returns to baseline a few old ages after halting intervention ( MHRA and CHM, 2007 ) .DecisionDespite the legion contraindications for HRT, they are still by and large regarded as the most effectual short-run intervention for patients enduring from menopausal symptoms, and are recognised for their preventive effects in the development of osteoporosis. The benefits nevertheless from long-run use remain debatable ; research suggests that the potency for inauspicious effects happening additions with age and drawn-out use. Clinical reappraisals hence recommend that HRT should be given cyclically ; utilizing the lowest effectual dosage for its indicate d symptom for the shortest possible clip. A reappraisal and appraisal of any alteration in the balance of hazards and benefits should be done yearly. Womans with moderate hot flowers, particularly those with contraindications or concerns about HRT may take to seek alternate therapies. Tibolone has proven good in the intervention of menopausal symptoms in younger adult females, although its usage in older adult females remains questionable due to the increased hazards to wellness. Surveies of climacteric are vast in figure, but deficient in what they discover. Nevertheless, their consequences inform the recommendations of medical professional administrations and influence criterions of pattern. Therefore an improved apprehension of the menopausal passage, its symptoms, and therapies is needed in order to unknot this epidemiological quandary and license a better conformity from patients towards intervention. This can be achieved by the reevaluating the hazards and benefits of HRT in d ouble blinded tests against a placebo or a validated therapy because of the ample placebo consequence observed in randomized controlled tests.

Hnc Accounts †Business Law Outcome Essay

There are two institutions in the UK that have the power to make statutory legislation in Scotland. The first of these institutions is Westminster (London) where elected individuals serve in the House of Commons. These members are known as MP’s (Members of Parliament). Parliament is responsible for passing new laws (legislation). In the late nineties the House of Commons allowed the passing of devolved powers to the newly created Scottish Parliament. Only certain powers were transferred to Holyrood and Westminster still control the laws that govern Tax, National Security and many others. Westminster is still regarded as Primary Legislation. This means that any law made by Westminster in reserved matters of policy must be adhered to by the Scottish Parliament. The second of these institutions is Holyrood (Edinburgh) where 129 elected individuals serve in the Scottish Parliament. These members are known as MSP’s (Members of Scottish Parliament). The Scottish Parliament was created on the 11th Sept 1997. The voters in Scotland took part in a referendum where they voted on a Devolved Scottish Parliament. This meant that Westminster would allow this devolved parliament to create laws in certain areas of policy. The Scottish people voted for a devolved parliament and the devolved powers were transferred from Westminster to The Scottish Parliament on the 1st July 1999. Westminster reserved certain powers that still govern many areas of Scotland today but the devolved powers allow Scotland to pass laws and regulate in areas such as Agriculture, Health and Housing to name a few. The process of making primary legislation in the UK follows a very strict procedure of three distinct stages. An MP, Lord or a member of the public can raise a bill to suggest a change of law (legislation). The first stage  of the process involves a parliamentary committee of members. They will review the bill and decide whether it moves to the second stage. The second stage allows amendments to the bill and allows the bill to be scrutinized by the committee and member. If the bill passes this stage then the third stage involves a member vote. If a majority of the members vote for the bill then the bill will be passed and presented to the Queen to receive a Royal Assent. The bill is now law. Common Law has a major role in Scots law today and it draws on four separate elements. Common Law is often referred to as the ‘Unwritten Law’ or ‘Historical Law’. This unwritten law has developed over centuries and draws from different sources. 1. Common law is based on Equity. Equity is the process of allowing judges to apply fairness or justice when there is no legislation to refer to. They must base these decisions on fairness and equality for all. When the judge follows this process of Equity he/she is actually making the law. This is called Precedent and we will talk about this in more detail in point 4. 2. Common law is also based on Institutional Writing. Centuries ago men of a higher class would finish their schooling in the various cities of Europe. These men would learn the laws of other countries and on their return to their estates in the UK would write about these laws and use them to govern their own estates. Institutional Writings no longer hold the authority as days gone by as Government Legislation and Judicial Precedent are supreme and overrule Institutional writings if they are based on similar cases. 3. Common Law is also based on Custom. Custom is when over a long period of time a particular habit is recognized by the people or social grouping. An example of this would be ‘common law husband’ where the couple are not in fact married but have lived as such so therefore the man would be entitled to the same rights as a legal husband. 4. The most important piece of common law in the courts today is Judicial Precedent. Judicial Precedent is where a judge or jury has no other legislation or act of parliament to decide a particular dispute and any decision they make will be followed in the future for any other similar disputes. A precedent can only be superseded by a higher court, government legislation or act of  parliament. Judicial Precedent tries to keep the law stable. Consistency through the court system is vital when trying to uphold the virtues of Fairness and Equality. The four key institutions of the European Union are the Council of Ministers, European Parliament, European Court of Justice and the European Commission. Each of these institutions has a representative from each member nation to allow a voice from each of the member states. The European Commission along with the Council of Ministers can change and amend laws within the European states. The Commission, unlike The Council of Ministers, has the power to change Regulations and issue Directives (these are orders passed by the European Commission or The Council of Ministers to ensure legislation is implemented within all the member states). If a state, company or persons break or do not comply with European law then it is the European Commission who will raise a court action against those who are not complying. The Council of Ministers is the legislative body of the EU. They are head of decision making and law/regulation introduction in the EU. They are the most powerful of all the institutions in Europe. Although the Council has the highest power there are still areas of legislation that the Council cannot pass with the advisory input of the European Parliament. The European Parliament is to advise and make recommendations to the Council of Ministers in various areas of legislation. They will review any piece of legislation or directive and give their opinions on the matter. If the Commission does not implement the recommendations of the Parliament then they must advise why they have not done so. The Parliament cannot change, implement or make European law and are there solely as an advisory Parliament. The European Court of Justice is the highest court within the European states on Community law (laws that have been issued by the Commission or Council of Ministers). If a state, company or persons fail to abide by the regulations  and directives issued by the Commission then it is the Court of Justice responsibility to ensure the law is observed. The Commission will initiate the proceedings and allow the member state an opportunity to defend itself against the complaint. If that process does not result in the breach being rectified the action will then go to the Courts of Justice. There are two main types of European Legislation. They are Directive & Regulation. 1. Directive legislation allows the European Commission to give a timescale for a piece to legislation to be introduced. Directives are issued to ensure that law is common throughout the European Countries. They keep the peoples equality to fairness and equality protected throughout the member states. If a country does not adhere to these directives sanctions can be issued. 2. Regulation Legislation is required in an emergency situation or crisis. They must be acted upon immediately by the state that the order is against. An example of this would be the BSE crisis in the 90’s when an immediate ban was put on the importing and exporting of beef from the UK. All member states had to adhere to this regulation to ensure that British beef stocks did not contaminate the other member states beef stock.

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 (