cadbury

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Project On Cultural Difference By, Himanshu Soni Rushank Shah

Cultural Difference : 

Cultural Difference Cultural differences distinguish societies from one another. In today's world of globalisation, the world is certainly becoming smaller and people of various cultures are able to communicate freely. Nowadays there are different ways to express thoughts, ideas which can span across cultures through different forms of media like the television, the newspapers and the Internet. There are many who would love to disregard the existence of cultural differences due to the advancement in science and technology.  All cultures are known to have a set of beliefs that defines the code of conduct and values for that particular culture. People living together in a society share the same culture. Another important contributor to the cultural difference is the history of a particular region or country. The events of the past certainly shape the moods and opinions of people living in that specific country. When a large group of people observe a set oftraditions, social norms and values, it gives rise to culture. One should also spare a thought to the immense important mythology has, in shaping a set of myths which gave rise to cultural differences.

Six Fundamental Patterns of Cultural Difference : 

Six Fundamental Patterns of Cultural Difference

Six Fundamental Patterns of Cultural Difference : 

Six Fundamental Patterns of Cultural Difference 1.Different Communication Styles  :The way people communicate varies widely between, and even within, cultures. One aspect of communication style is language usage. Across cultures, some words and phrases are used in different ways. For example, even in countries that share the English language, the meaning of "yes" varies from "maybe. 2. Different Attitudes Toward Conflict  :Some cultures view conflict as a positive thing, while others view it as something to be avoided. In the U.S., conflict is not usually desirable; but people often are encouraged to deal directly with conflicts that do arise. In fact, face-to-face meetings customarily are recommended as the way to work through whatever problems exist. In contrast, in many Eastern countries, open conflict is experienced as embarrassing or demeaning; as a rule, differences are best worked out quietly. A written exchange might be the favored means to address the conflict.

Six Fundamental Patterns of Cultural Difference : 

Six Fundamental Patterns of Cultural Difference 3. Different Approaches to Completing Tasks :From culture to culture, there are different ways that people move toward completing tasks. Some reasons include different access to resources, different judgments of the rewards associated with task completion, different notions of time, and varied ideas about how relationship-building and task-oriented work should go together. When it comes to working together effectively on a task, cultures differ with respect to the importance placed on establishing relationships early on in the collaboration. A case in point, Asian and Hispanic cultures tend to attach more value to developing relationships at the beginning of a shared project and more emphasis on task completion toward the end as compared with European-Americans. European-Americans tend to focus immediately on the task at hand, and let relationships develop as they work on the task. This does not mean that people from any one of these cultural backgrounds are more or less committed to accomplishing the task, or value relationships more or less; it means they may pursue them differently.  4. Different Decision-Making Styles  :The roles individuals play in decision-making vary widely from culture to culture. For example, in the U.S., decisions are frequently delegated -- that is, an official assigns responsibility for a particular matter to a subordinate. In many Southern European and Latin American countries, there is a strong value placed on holding decision-making responsibilities oneself. When decisions are made by groups of people, majority rule is a common approach in the U.S.; in Japan consensus is the preferred mode. Be aware that individuals' expectations about their own roles in shaping a decision may be influenced by their cultural frame of reference.

Six Fundamental Patterns of Cultural Difference : 

Six Fundamental Patterns of Cultural Difference 5. Different Attitudes Toward Disclosure  :In some cultures, it is not appropriate to be frank about emotions, about the reasons behind a conflict or a misunderstanding, or about personal information. Keep this in mind when you are in a dialogue or when you are working with others. When you are dealing with a conflict, be mindful that people may differ in what they feel comfortable revealing. Questions that may seem natural to you -- What was the conflict about? What was your role in the conflict? What was the sequence of events? -- may seem intrusive to others. The variation among cultures in attitudes toward disclosure is also something to consider before you conclude that you have an accurate reading of the views, experiences, and goals of the people with whom you are working.  6. Different Approaches to Knowing  :Notable differences occur among cultural groups when it comes to epistemologies -- that is, the ways people come to know things. European cultures tend to consider information acquired through cognitive means, such as counting and measuring, more valid than other ways of coming to know things. Compare that to African cultures' preference for affective ways of knowing, including symbolic imagery and rhythm. Asian cultures' epistemologies tend to emphasize the validity of knowledge gained through striving toward transcendence.

Cadbury : 

Cadbury History of Cadbury Cadbury, the global leader in the chocolate confectionery market, began in 1824 when a young Quaker named John Cadbury opened up a shop in Birmingham. John sold coffee, tea, drinking chocolate and cocoa at his shop. Believing that alcohol was a main cause of poverty, John hoped his products might serve as an alternative. He also sold hops and mustard. Like many Quakers John had high quality standards for all of his products.

Cadbury’s Marketing Strategy In India : 

Cadbury’s Marketing Strategy In India CADBURY CAME IN INDIA IN 1948.  Cadbury India is a food product company with interests in Chocolate Confectionery, Milk Food Drinks, Snacks, and Candy. Cadbury is the market leader in Chocolate Confectionery business with a market share of over 70%. Some of the key brands of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, Eclairs, Celebrations, Temptations, and Gems. In Milk Food drinks segment, Cadbury's main product - Bournvita is the leading Malted Food Drink in the country.  Indian chocolate industry in the early 90's chocolates were seen as 'meant for kids',usually a reward or bribe for children. In fmcg market only 10% of total maket share hold by the whole chocalate industry. This market only depend upon the children & kids. immediately they realsed the very popular campain"REAL TASTE OF LIFE“ The co mainly target the young people by showing this romentic advertisement campaign.as a result of this ,whole chocolate industry market share is increased from 10% to 28%.

Main Strategies in India are, : 

Main Strategies in India are, » Use of emotional appeals in advertising » Customer surveys as a means to align the advertisements with evolving consideration sets of customers. » Packaging

» Use of emotional appeals in advertising : 

» Use of emotional appeals in advertising If you can recall advertise which is now being frequently played in our radio station and TV channels " Mitha hai khana AAj Pehli Tarikh Hai" .:) Means Cadbury marketing strategy in India wants to get in root of our tradition. When you get pass what you do? ( we will have common answer "paide khilao", give sweets to all to express happiness) .. Remember the advertise "PAPPU PASS HO GAYA"Now Cadbury wants our traditional sweets to its "Cadbury Chocolates" . What you bring on Rakshabandhan?what you bring on Diwali?Again common answer "Mithai","sweets" ,What cadbury wants ? Cadbury want us to replace this "mithai" with "Cadbury celebration chocolates". In College campus it is deep routed now.. people used to bet for dairy milks, 5-stars. Cadbury has linked its brand with Friendship day, valentine day, mothers day, fathers day and many other days.

» Packaging : 

» Packaging

Cadbury’s Market Strategy In UK : 

Cadbury’s Market Strategy In UK In U.K chocolate company does not require to put more afforts on "how the consumer habitual to eat chocolate". As the chocolate is necessity goods, cadbury has putted more concentration in: 1)Product Development 2)New varieties 3)Qulity Control 4)Customer Satisfaction 5)Advertising & Marketing