INTRODUCTION :

Digital transformation in the realm of marketing is an important and quickly evolving matter that has
recently been receiving considerable interest. As businesses have developed their presence on the
internet and consumers have become more proficient in digital technology, having a strategic and
effective digital marketing plan has become vital to be successful. The intent of this research paper is
to analyze the phenomenon of digital transformation in marketing, comprising its definition, chief
parts, advantages, difficulties, and ideal practices. The paper will probe the part of digital
transformation in generating more captivating and personalized customer experiences, optimizing
marketing effectiveness and efficacy, stimulating business development, and encouraging
innovation. Also, the paper will investigate the difficulties associated with digital transformation.

ADVANTAGES OF DIGITAL TRANSFORMATION IN MARKETING

1. Increased reach and accessibility: Digital marketing enables businesses to reach a wider
audience and make their products or services more accessible to potential customers,
regardless of their physical location.
2. Improved customer engagement: Digital marketing enables businesses to create more
engaging and personalized experiences for customers across all channels and touchpoints,
from social media to websites and mobile apps.
3. Enhanced customer insights: By leveraging data and analytics, digital marketing provides
businesses with valuable insights into customer behaviors, preferences, and needs, which can
inform more targeted and effective marketing strategies.
4. Increased efficiency and productivity: Digital marketing can streamline marketing
operations by automating tasks, improving data management, and reducing manual processes,
allowing marketers to focus on more strategic activities.
5. Improved ROI and revenue growth: By using data and analytics to inform more targeted
marketing strategies, businesses can optimize their marketing spend and drive more revenue
growth, ultimately leading to improved ROI.
6. Better brand recognition and differentiation: Digital marketing enables businesses to
differentiate themselves in the market through innovative and engaging marketing
campaigns, leading to improved brand recognition and customer loyalty.
7. Increased agility and adaptability: Digital marketing enables businesses to quickly adapt to
changing market conditions and customer needs, allowing them to stay ahead of competitors
and remain relevant in an increasingly digital landscape.
DISADVANTAGES OF DIGITAL TRANSFORMATION IN MARKETING

1. High implementation costs: Implementing digital marketing strategies can require

significant investments in technology, personnel, and training, which can be a barrier for
smaller businesses.
2. Dependence on technology: Digital marketing strategies are heavily reliant on technology,
which can create vulnerabilities and increase the risk of Cyberattacks or system failures.
3. Overreliance on data: While data can be a valuable asset in digital marketing, an
overreliance on data can lead to a lack of creativity and a narrow focus on metrics, potentially
limiting the effectiveness of marketing campaigns.
4. Difficulty in measuring ROI: While digital marketing enables businesses to track and
measure marketing performance more effectively, it can be challenging to accurately measure
the ROI of digital marketing activities due to the complex and multifaceted nature of these
strategies.
5. Privacy concerns: The use of customer data in digital marketing can raise privacy
concerns among consumers, potentially leading to a loss of trust and damage to brand
reputation.
6. Saturation of digital channels: As more businesses adopt digital marketing strategies, the
competition for audience attention and engagement can become increasingly fierce,
potentially leading to a saturation of digital channels and a decline in effectiveness.

Review Of Literature

Dr. Vikram Kumar-The digital age has altered the way businesses have started marketing
their products and services. The technological transformations of the last decade have
resulted in a simultaneous change in the marketing domain to keep up with changing times.
Along with the rising usage of innovative technology, effective communication for marketing
has also become a vital part of business organizations. Earlier television, print, radio,
billboards and direct mail dominated the industry. Now the emphasis is on reaching
consumers through the digital world.

eSolutionsFirst - Digital transformation is reshaping companies’ structures and business

models, which have been evolving at the speed of technology. It has changed the traditional
marketing funnel and has become a fundamental part of a marketing growth strategy.
 CHAPTER - III
COMPANY PROFILE

3.1 Food Industry – An Overview

It’s one of the oldest diligence on the earth, but still full of invention.
From new productions to advanced- measure, lesser- cost product
ways, this industry is invariably appearing for new ways to produce
the food consumers want at the stylish practicable freight. And vital
outfit is there every step of the expressway. From simple ranges and
conveyor belts to daedal bottling and packaging motors, the food and
beverage industry depends on outfit for artificial- scale food product.

The food industry is the complex network of growers and different

companies that together supply much of the food devoured by the
world population. Although there's no conventional description for the
tenure, the food industry covers all aspects of food product and trade.

It denotes a daedal global industry that lots numerous fragile- to

voluminous- scale diligence or companies that are related with food
item product, processing, force, and division. Unlike numerous other
diligence, the food industry is a largely decentralized and less
coordinated artificial system due to the largely segregated places of
nonidentical stakeholders under the artificial setting. In this chapter,
some of the generally produced food waste manners have been
bandied along with their corresponding menaces. And it also explores
some implicit source- position food waste minimization strategies that
can be enforced for food waste minimization.
3.2 Digitalization Of Food Industry

The food industry is really the world's [Link], we can

fluently state that the food industry is also the world's largest request,
If we state that food is of great significance for humanity. The world
population is presently estimated at around 8 billion. It's estimated
that the world population will approach 10 billion by the time 2050.
This adding population will really guide to a greater want for food.
With this appraisal, it'll be necessary to boost food product by 50
percent. Increasing world population, climate alteration, advancing
technology and adding global connections will also play an important
part in the course of the food industry.

The digitization of the food region like consequently numerous others

have had a [Link] 40 of people learn about food via a digital
methodWe aren't precisely pertaining to the fact social media sites,
Instagram in personal, are overrun with food and drink promotional
posts and reviews, but appearing beyond that there are also all the
review sites, the bookings sites and delivery services. Everything has
[Link] a result, there's one shape of marketing that's most
important to any business and that’s digital marketing.

Why Is Digital Transformation Critical for Success

in the Food Industry?
More Accurate and Immediate Data Collection
The core principle of digital changeover is to replace outdated and
analog processes with ultramodern, completely integrated technology.
Doing so instantly reduces or eliminates the inaccuracies, delays and
lost data associated with man-made processes.
For illustration, ERP platforms designed for food and libation
companies can integrate with smart detectors, scales, measures and
thermometers to automatically conduct the readings that help you
cover product quality and process effectiveness. More still, the
process is n’t subject to the defects of homemade record- keeping —
manual error is removed from the equation, so bad handwriting or a
slip of memory wo n’t spoil the integrity of your data.
What’s more, these integrations also speed up the process to a
remarkable degree, importing the results to your central database in
real time so that you can act grounded on the most over- to- date data
and numbers. That position of agility and sureness is what you need
for the dynamic food and beverage business.

Safer Products and Procedures

The aforesaid epidemic has pushed health and safety to top- of- mind,
and both shoppers and supervisory agencies have uncompromisingly
high norms for product safety. At the same time, food and beverage
installations are busy and potentially dangerous workplaces if the
right measures are n’t in place to cover your staff.

Luckily, the right digital changeover strategy can help you streamline
and automate food safety procedures giving you peace of mind and
penetrable compliance while simultaneously adding the effectiveness
of your operations.

opting a food ERP as the base for your digital changeover will
unleash features similar as expiration operation tools, automated
compliance checks and end- to- end- traceability functions that grease
the insulation of impurities and speed up the recall process. All of
these will help insure that everything coming off your lines is fully fit
for consumption.
An advanced system like Aptean Food & Beverage ERP can also help
keep your labor force safe with cautions for dangerous diversions in
processes and automatically listed safety checkups.

Greater Efficiency and Profitability

We ’ve formerly refocused out how vital good data is for decision-
timber, and that's taken a step further when you elect digital
metamorphosis technologies that include logical tools or strategic
planning functionalities. These features allow you to look critically at
your operations and identify openings for enhancement — helping
maintain a healthy bottom line and fueling unborn growth.

By looking at the effectiveness and profitability results that a purpose-

erected ERP system can collect, you ’ll be suitable to identify issues
in your current processes that are holding you back from peak
performance. These platforms also make fiscal data fluently
accessible and largely visible, informing your opinions about which
product lines to concentrate on and which might be best scrapped.
Meanwhile, an overall outfit effectiveness( OEE) result can help you
determine what’s holding you back from optimal operation —
whether it’s surplus waste in product, equipment malfunctions or a
basic excrescence in your procedures so it can be remedied. Or, if you
’re running your own transportation line, advanced route optimization
software enables you to not only enhance the effectiveness of your
day- to- day delivery operations, but also model “ what- if ” scenarios
to assure you ’re always making the most gainful opinions.

3.3 Indian Chocolate Industry

3.3.1 History
Although the British first introduced cacao to India in 1798, by
establishing eight plantations of the Criollo type of cacao in
Courtallam, it wasn't until the British confectionary mammoth
Cadbury broke ground in Wayanad, Kerala in themid-1960s that
cacao civilization came a serious farming exercise.

With the help of the World Bank, the Kerala Agricultural University
initiated cacao breeding programs in 1979. In 1987, they tied up with
Cadbury and came up with largely productive cross seeds in an
trouble to maximize product. The creator of cult favorite products like
Dairy Milk chocolate bars and the malted chocolate drink Bournvita,
Cadbury was nearly the only chocolate brand known throughout India
in the ‘ 80s and ‘ 90s. Along with Nestle, it continues to dominate the
chocolate request share in India. Together, it's these two pots that buy
a bulk of India’s cacao for their marketable chocolate product.

A request crash in the 1980s left cacao growers in South India

scuffling with a drastic fall in demand for their sap and pullout of
their buyers. As domestic prices fell dramatically, themulti-state
planter united CAMPCO came to the deliverance, buying wet sap
from cacao growers to stabilize prices in the foreign request. The
cacao extremity was therefore masterfully prevented with
CAMPCO’s intervention, as they espoused strategies to insure endless
demand and a steady request for Indian cacao, and perfecting quality
to meet foreign norms.
Despite cacao being cultivated for decades in India, it's only in the last
two that a homegrown bean to bar movement has been taking steady
shape in the country.
3.3.2 Current Situation
The Indian chocolate request is forecasted to rise at an
exponential rate in the coming times as people come more
conscious of health enterprises and their tastes and preferences
change as a result of an increase in contamination of Indian
sweets. likewise, copping chocolates is a result of guests'
impulsive geste to celebrate small moments of delight and
happiness, which has no impact on the chocolate business indeed
during an profitable downshift or recession. likewise, civic
consumers regard for further than 70 of chocolate consumption,
and the country offers enormous outlooks in undiscovered rural
areas.

With fairly matured European and American requests, global

chocolate industry players are looking to grow their presence and
request share in India. The milk chocolate member reckoned for
the maturity of request share of nearly 75 in 2019, still the dark
chocolate member is anticipated to hold the request share of 9
increase the most over the cast period, thanks to the health
benefits connected with it. Also, with the growing habit of giving
chocolates as gifts, decoration chocolates are anticipated to gain
wide acceptance in India in the future.

The Indian Chocolate Industry’s Market share is primarily held by

these 3 companies :-
 Cadbury
 Nestlé
 Hershey

Cadbury
Biography

Everything started when John Cadbury started to sell tea and drink
chocolate in 1824. After the death of John Cadbury, his two sons
continued to run the business. ultimately, the sisters managed to start
chocolate product and introduce advanced- quality cocoa. The
invention in this product was that the proportions of milk used were
much advanced than in any other chocolate.

Cadbury Dairy Milk Chocolate first appeared in 1905 and was

introduced in the United Kingdom. Dairy Milk comported of several
products made with milk chocolate. The brand is manufactured by
Hershey’s company in the United States and has the license of
manufacture from Cadbury. Chocolate delicacies are available
worldwide, including in China, India, Sri Lanka, Pakistan,
Bangladesh, and Kazakhstan.

The Cadbury brand of chocolate is one of the most loved and

cherished in India. Cadbury Dairy Milk’s fashionability period started
in the 1990s with the popular crusade. The announcement depicts a
girl dancing in the field while clenching a Cadbury chocolate bar.
Growth
The competitive request position of Cadbury's is determined by the
logical integration of these strategic marketing generalities. Cadbury
achieves its binary strategic pretensions of opposing competition and
recovering its monetary stability through profit maximisation. Growth
allows Cadbury to vend more goods and increase its transnational
exports. The pot is suitable to fill new request niches internationally
thanks to this strategic conception.

The business is presently active in 60 different nations. In the

meantime, the business maximises and continuously grows its deals.
Anyhow of the deals success of a single product, Cadbury distributes
its business pitfalls through diversification.
In terms of marketing, it is crucially important that Cadbury
continuously enhances the perception of its products by
 Introducing new brands
 Offering

Nestlé
History
 The Anglo- Swiss Milk Corporation, innovated in 1866 by sisters
George and Charles Page, and Farine Lactee Henri Nestle,
innovated in 1905, were combined to form Nestle. The company
expanded its product line beyond its original condensed milk and
invigorated formula immolations during the First World War and
again during the Second World War.
Nestle creates a thriving company by tenacity, fidelity, and a
pioneering spirit as word of his accomplishment spreads snappily.
During Nestle's 150- time history, his inventions have served as the
template for all others, demonstrating the company's aptitude for
understanding and forecasting the shifting demands of its guests.

Growth
After the fall of the Berlin Wall in 1989, a huge quantum of Europe
once again became an popular market. Poland, Hungary, and the
Czech Republic would soon be known as arising European requests.
China came more accessible during this period, as well. For a
company with foreign intentions, like Nestlé, this was the ideal trade
situation. With new different requests to serve, Nestlé was presented
with a unique occasion to come an indeed more different association.

The first major accession during this period was in 2001 when Nestlé
acquired and combined with the Ralston Purina Company. A new
company in comparison, Purina created products like Friskies, which
was a wildly popular brand of pet food in the United States.
Nestlé picked up the pace in 2002 when they took on two further of
North America’s most successful companies. This time, the theme
was firmed products, and Nestlé picked up Dreyer’s ice cream in July.
The coming month, Nestlé bought Chef America Inc, a frozen food
manufacturer, for a cool$2.6 billion. The plan to take on the freezer
aisle continued in 2003 when Nestlé acquired Movenpick Ice Cream,
a luxury Swiss ice cream company. The decade came to a head in a
spectacular fashion when Nestlé took over both Jenny Craig and
Uncle Toby’s in 2006.

Towards the end of the decade, Nestlé made one of its biggest- ever
accessions when it bought Gerber. This move was a return to Nestlé ‘s
major roots as Gerber continues to be one of the crucial baby food
manufacturers in the United States and Canada. Nestlé bought the
business for$5.5 billion in 2007.

Nestlé has come a long way from its 19th- century Swiss- German
origins in nutritional gruel to come one of the biggest product empires
in the world. Nestlé has carried with them their spirit of invention and
nutrition from the 19th century into the 21st century. moment, Nestlé
owns further than,000 brands that are sold in further than 197
countries around the world. They've a clear ideal to be the leader in
health and heartiness. The company has not limited itself to nutrition
but moved into the beauty and health orders in order to produce a
truly different company.

Hershey
History
The Lancaster Caramel Company, established in Lancaster,
Pennsylvania, by MiltonS. Hershey in the 1880s, is where the
Hershey Company got its launch. Hershey took the decision to start a
chocolate company after visiting German- made chocolate
manufacturing outfit at the World's Columbian Exhibition in 1893 in
Chicago.
He innovated a chocolate business in 1894, and by the ensuing time, a
variety of sweetmeats were available. In 1900, he started making and
dealing milk chocolate bars after dealing the caramel business to a
rival. Business was so prosperous that Hershey began construction on
a alternate plant in Derry Township, Pennsylvania, in 1903. The
installation ultimately grew to be the biggest chocolate patron in the
world. Around the plant, the unincorporated village of Hershey was
born.
The business acquired Cadbury Schweppes' American operations in
the 1980s, taking over product of Cadbury and Peter Paul goods in the
country. In 1996, Hershey significantly increased its presence innon-
chocolate sweets when it bought Leaf North America, the company
behind the Jolly Rancher and Payday brands. The business vended off
its pasta division in 1998.
In 2005, Hershey Foods Corporation changed its name to Hershey
Company. With the purchase of develop Snack Brands, the company
that makes SkinnyPop popcorn, Hershey expanded its business
outside of sweets in 2018.

Growth
The Hershey Trust Company published its intention to sell its
maturity stake in the Hershey Foods Corporation on July 25, 2002.
nearly 19 million shares of Hershey's stock were traded, and its value
increased by 25 in just one day. The transaction was abandoned over
the course of the coming 55 days as a result of broad press attention,
pressure from Pennsylvania Attorney General.

An August 2016 attempt to vend Hershey to Mondelez International

was abandoned because of challenges by the [Link] 2017,
Hershey acquired Amplify Snack Brands, Austin, Texas- grounded
maker of SkinnyPop, in an each- cash sale valued at
roughly$[Link] September 2018, Hershey blazoned to buy
Pirate Brands from B&G Foods for$ 420 million in an each-
[Link] August 2019, Hershey declared it would buy protein bar
maker One Brands LLC for$ 397 million.

In October 2019, Hershey advertised a collaboration with Yuengling

to produce a limited release collaboration beer named Yuengling
Hershey's Chocolate Porter, getting Hershey's first licensed beer
cooperation. In June 2021, Hershey acquired Lily's for$ 425 million
In November 2021, Hershey announced plans to acquire fleck's
Pretzels, and theirco-packer, Pretzel INC for$1.2 BN