C E R T I F I C A T E

DATE

The project report title MARKETING STRATEGY OF

CADBURY in Sagar City prepared by DIVYA PANDEY, under
the guidance and supervision of DR. PRAMESH GAUTAM, HOD
of SVNIT, Sagar Affiliated by Dr. Hari Singh Gour Central
University Sagar (M.P.), for the partial fulfillment of the degree
of Master of Business Administration, is satisfactory in respect of:

1. Contents and presentation of subject matter.

2. Language
3. Embodies the original work of the candidate
4. Submission within due date

Signature of Supervisor

Signature of H.O.D.

Signature of Examiner

Declaration by the
Candidate
Date.

declare

that

the

Project

report

titled

MARKETING

STRATEGY OF CADBURY is my own work conducted under the

Supervision of DR. PRAMESH GAUTAM, HOD of SVNIT, Sagar
Affiliated by Dr. Hari Singh Gour Central University Sagar (M.P.), To the best

of my knowledge the report does contain my work, & which has not
been submitted for the award of any degree, anywhere.

Date: ----------Place: -----------

Signature of Candidate
D I V Y A PA N D E Y
MBA 1ST Sem

PREFACE

The student of M.B.A. 1st Sem. has to undergo project report as a part of
their academic Course. MARKETING STRATEGY OF CADBURY

is

a part of this training. Student has to do survey in the market and gather
information regarding their respective survey. The main purpose of undergoing
such a survey is to know the customer preference, retailer opinion & analyzing this
information to find out the Marketing Strategy of Cadbury.

This report is preferred as the MARKETING STRATEGY OF

CADBURY The survey was conduct is Sagar city and much of the information
is taken through websites of Cadbury. This report presents the introduction of
Cadbury along with data analysis, interpretation, limitation, suggestion and
conclusion. The field survey was conduct with help of questionnaire, personal
interview in Sagar city and through Internet.
The main purpose of the survey is to determine the popularity of the
Cadbury and the customers & Retailers preference about Cadbury in Sagar City.

ACKNOWLEDGMENT
I would like to pay my sincere thanks to Dr. Pramesh
Gautam
valuable

Head of the Dept., SVNIT. Sagar

guidance,

advises,

Cooperation

&

for his
Constant

encouragement during the project preparation. he is very

supporting and without his help I would not have completed
my project report successfully.
I express my heartful thanks to Miss. Neha Dubey, Miss
Preeti Shukla, Mr. Ashish Tiwari & Mr. Chaitanya Kaushikya
and to the staff of SVNIT, Parents and friends for their kind
support and suggestion.
I am very thankful to retailer and customer whom I had
approached for collection of necessary data and who give
their valuable time and comments, which were the inputs for
my survey.

Date:

Place:

DIVYA

PANDEY
MBA 1ST Sem.

Cadbury India's five factories in India churn out close to 8,000 tones of
chocolate and the company sells a million bars every day.
But Bharat Puri, managing director of Cadbury India will never forget the
batch of Dairy Milk chocolates numbered 28F311 manufactured last year at
the company's plant in Thane, near Mumbai.
That was the worm-infested batch that triggered a crisis for the company
that had always prided itself on its squeaky clean image.
The timing of the controversy couldn't have been worse. Festival season
sales (Cadbury sells almost 1,000 tonnes of chocolates during Diwali)
plummeted 30 per cent.
Until then, in the country's FMCG sector plagued by slow, low single digit top
line and bottom-line growth, Cadbury was a sweet exception. But its net
profit in 2003 dipped 37 per cent to Rs 45.6 crore (Rs 456 million) as
compared to a 21 per cent increase the previous year.
Now, a year later, Cadbury says that consumers have long forgotten the
controversy and are back to their merry chocolate-chomping ways.
"Sales are back to the pre-controversy levels. Consumer confidence in the
product is back and there has been a steady progression in sales," says

Sanjay Purohit, head (marketing) Cadbury India. The company expects to

close the year with a high double digit sales growth.

COMPANY OVERVIEW

Cadbury began its operations in 1948 by importing chocolates and then repacking them before distribution in the Indian market. After 59 years of
existence, it today has five company-owned manufacturing facilities at
Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal
Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkata and Chennai). The
corporate office is in Mumbai.

Our core purpose "Working together to create brands people love" captures
the spirit of what we are trying to achieve as a business. We collaborate and
work as teams to convert products into brands.
Simply put, we spread happiness!
Currently

Cadbury

India

operates

in

three

sectors

viz.

Chocolate

Confectionery, Milk Food Drinks and in the Candy category.

In the Chocolate Confectionery business, Cadbury has maintained its
undisputed leadership over the years. Some of the key brands are Cadbury
Dairy Milk, 5 Star, Perk, clairs and Celebrations. Cadbury enjoys a value
market share of over 70% - the highest Cadbury brand share in the world!
Our flagship brand Cadbury Dairy Milk is considered the "gold standard" for
chocolates in India. The pure taste of CDM defines the chocolate taste for the
Indian consumer.
In the Milk Food drinks segment our main product is Bourn vita - the leading
Malted Food Drink (MFD) in the country. Similarly in the medicated candy
category Halls is the undisputed leader. We recently entered the gums
category with the launch of our worldwide dominant bubble gum brand
Bubbaloo. Bubbaloo is sold in 25 countries worldwide.
The Cadbury India Brand Strategy has received consistent support through
simple but imaginative extensions to product categories and distribution. A
good example of this is the development of Bytes. Crispy wafers filled with
coca cream in the form of a bagged snack, Bytes is positioned as "The new
concept of sweet snacking". It delivers the taste of chocolate in the form of a
light snack, and thus heralds the entry of Cadbury India into the growing
bagged Snack Market, which has been dominated until now by Salted
Bagged Snack Brands. Byte was first launched in South India in 2003.
Since 1965 Cadbury has also pioneered the development of cocoa cultivation
in India. For over two decades, we have worked with the Kerala Agriculture
University to undertake cocoa research and released clones, hybrids that

improve the cocoa yield. Our Cocoa team visits farmers and advises them on
the cultivation aspects from planting to harvesting. We also conduct farmers
meetings & seminars to educate them on Cocoa cultivation aspects. Our
efforts have increased cocoa productivity and touched the lives of thousands
of farmers.

Cadbury Milestones
The

Cadbury

story

is

fascinating

study

of

industrial

and

social

developments. From a one man business in 1824, Cadbury has grown to be

one of the world's largest producers of chocolate.
Use our milestones to view Cadbury history at a glance; discover how the
company grew and when the key products were introduced. See how a small
family business developed into an international company and how the high
standards

of

the

Cadbury

brothers

were

combined

with

the

most

sophisticated technology, skills and innovation.

Pest analysis
Demographic factor:-

Population growth:-choclates has wide impact on population

growth.
Educational groups:-target population is all age groups but the
education group will have more influence on it.As tis is used as 2
celbrate events such as birthday,days....
Population age mix:-both men and women would like 2 prefer
dairy milk.
Household patterns:-consumption and need is according to the
household patterns.
Population age group:-

Preschools:-5%
School-age:-15%
Teens:- 40%,

25-65 :- 38%,

65+ :- 2%

Political factor:-

If government increases

the tax

rate on chocolates than customer

have 2 pay more 4 it

If tax increase by10% than normal dairy milk of 5 rs will be of 5.50.than also
little effect.

If some party such as congress comes into power than it will affect
positively or negatively depending on tax and norms.

If inflation rate increases than it will affect fmcg sector so dairy milk
also will be affected.

Economic:-

In festival seasons

the demand of chocolates increases. The more salary

will affect on buying power of chocolates.

Willingness to buy:-demand of chocolates will depend on the persons

willingness to buy .this will depend on the quality of the dairy milk and need.
Taste and prefence:-Cadbury has wide variety of products and 1 of them is
dairy milk chocolates and so different variety of it such as fruit and nut,
rasins, almond.so the demand will be according to the taste and preferences
of the variety.
Income:-variation in income will affect positively or negatively on dairy milk.
More the income than more will people buy.

Social:-

Social factors includes such as norms, beliefs, values of the company.cadbury

dairy milk has created the positive impact on customers in terms of belief
and values.
Cadbury dairy milk also fulfills the social responsibilities.

Advertisement:-dairy milk in every 6 months renew its add and by

advertisement has proved that it is can be consumed by all age of peoples.
The type of advertisement also affects the buying interest on customers.
They get known about new products and variety.

Events-marriage, birthday, get 2 gather, etc

Technological:-- milk quality can be improved much by technology.

Refrigeration power can be improved by new technology
so that cold storage product such as dairy milk and other milk products can
be stored well and long 4 much more time.

DATA ANALYSIS & INTERPRETATION

Table No. 1: Awareness about Cadbury Product

Awareness

No. of Respondent

Percentage

Yes

30

100%

No

0%

Total

30

100%

Graph No.1: -

Table No.2: Discovery of Cadbury

Discover

No of respondent

Percentage

Advertisement

20

67%

Mouth publicity

6%

Saw in the shop

17%

Other

10%

Total

30

100%

Graph No. 2: -

Table No. 3: Product Line Prefer

Prefer

No of respondent

Percentage

Chocolate

15

50%

Beverage

17%

Candy

23%

Snacks

10%

Total

30

100%

Graph No.3: -

Table No. 4: Consumption of chocolate

Consumption

No of respondent

Percentage

Dairy Milk

17

57%

Gems

13%

Temptation

7%

5-Star

23%

Other

0%

Total

30

100%

Graph No. 4: -

Table No. 5: Price Range

Economical

No of respondent

Percentage

Yes

29

97%

No

3%

Total

30

100%

Graph No.5: -

Table No. 6: Availability of Cadbury

Availability

No of respondent

Percentage

Very MuchAvailable

28

93%

QuiteAvailable

7%

HardlyAvailable

0%

Total

30

100%

Graph No.6: -

Table No. 7: Comparision with other Brand

Comparision

No of respondent

Percentage

Nestle

14

46%

Parle

20%

Amul

30%

Other

4%

Total

30

100%

Graph No.7: -

Cadbury Brands:
Chocolates
Snacks
Beverages
Candy
SNACKS:
Bytes
BEVERAGES
Bournvita
CANDY
Halls

CHOCOLATES
Dairy Milk
5 Star
Perk
Celebrations
Temptation
Eclairs
Gems

DAIRY MILK

The

story

of

Cadbury

Dairy

Milk started way

back in 1905 at

Bournville,

but the journey

with

U.K.,

chocolate

lovers

in

India

began in 1948.
The variants Fruit & Nut, Crackle and Roast Almond, combine the classic
taste of Cadbury Dairy Milk with a variety of ingredients and are very popular
amongst teens & adults.
Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk
Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy
Milk 2 in 1, a delightful combination of milk chocolate and white chocolate.
Giving consumers an exciting reason to keep coming back into the fun filled
world of Cadbury.

Today, Cadbury Dairy Milk alone holds 30% value share of the Indian
chocolate market.

5 STAR

the second largest after Cadbury Dairy Milk with a market share of 14%,
Cadbury 5 Star moves from strength to strength every year by increasing its
user base.
Launched in 1969 as a bar of chocolate that was hard outside with soft
caramel nougat inside, Cadbury 5 Star has re-invented itself over the years
to keep satisfying the consumers taste for a high quality & different
chocolate eating experience.
One of the key properties that Cadbury 5 Star was associated with was its
classic Gold colour. And through the passage of time, this was one property
that both, the brand and the consumer stuck to as a valuable association.
More recently, to give consumers another reason to come into the Cadbury 5
Star fold, Cadbury 5 Star Crunchy was launched. The same delicious Cadbury
5 Star was now available with a dash of rice crispies.
PERK

Cadbury launched Perk in 1996. With its light chocolate and wafer construct,
Cadbury Perk targeted the casual snacking space that was dominated
primarily by chips & wafers.

With the rise of more value-for-money brands in the wafer chocolate

segment, Cadbury Perk unveiled two new offerings - Perk XL and XXL. In
2004, with an added dose of 'Real Cadbury Dairy Milk' and an 'improved
wafer', Perk became even more irresistible.
CELEBRATIONS

Cadbury

Celebrations

was aimed at replacing traditional gifting

options like Mithai and dry- fruits during festive seasons.

Cadbury Celebrations is available in several assortments: An assortment of
chocolates like 5 Star, Perk, Gems, Dairy Milk and Nutties and rich dry fruits
enrobed in Cadbury dairy milk chocolate in 5 variants, Almond magic, raisin
magic, cashew magic, nut butterscotch and caramels.
The super premium Celebrations Rich Dry Fruit Collection which is a festive
offering is an exotic range of chocolate covered dry fruits and nuts in various
flavours and the premium dark chocolate range which is exotic dark
chocolate in luscious flavours.

TEMPTATION

Cadbury Temptations is a range of delicious premium chocolate in five

flavours

variants - Roast Almond Coffee, Honey Apricot, Mint Crunch,

Black Forest and Old Jamaica.

FORECASTING AND ESTIMATING DEMAND

Survey of Buyers Intentions: In the FMCG products buyers taste and
preferences changes in day to day life. So it is very important for the
Cadbury dairy milk to be upto date with the consumers day to day changing
choices. And survey of buyers intention is one of the way of estimating the
future demand of the product. In such survey the Cadbury choclates prefer to
ask questions like
How many times do you prefer to buy a Cadbury dairy milk in a week?
what you think about price of Cadbury dairy milk?

Composite of Sales Force Opinions: In this type of forecasting, due to the

impractical survey of buyers interviewing, the Cadbury dairy milk
ask its various sales representatives to estimate their future sales.

may

Expert Opinion: The Cadbury dairy milk also have a choice of estimating
future demand on the opinion given by the experts including dealers,
distributors, suppliers, marketing consultants and trade associations.
Past-Sales Analysis: The demand can also be estimated on the basis of
past sales by the Cadbury dairy milk. There are four components in the
Time Series Analysis: trend, cycle, seasonal and erratic.
Market-Test Method: When the entire plan fails, a direct-market test is
desirable. It is especially desirable in forecasting new-product sales or
established product sales in a new distribution channel or territory.

CONSUMER BUYING BEHAVIOR FACTORS AFFECTING TO CADBURY DAIRY

MILK.
All marketing starts with the consumer. So consumer is a very important
person to a marketer. Consumer decides what to purchase, for whom to
purchase, why to purchase, from where to purchase, and how much to
purchase. In order to become a successful marketer, he must know the liking
or disliking of the customers. He must also know the time and the quantity of
goods and services, a consumer may purchase, so that he may store the
goods or provide the services according to the likings of the consumers.
Gone are the days when the concept of market was let the buyers beware or
when the market was mainly the sellers market. Now the whole concept of
consumers sovereignty prevails. The manufacturers produce and the sellers
sell whatever the consumer likes. In this sense, consumer is the supreme in
the market.
As consumers, we play a very vital role in the health of the economy local,
national or international. The decision we make concerning our consumption
behaviour affect the demand for the basic raw materials, for the
transportation, for the banking, for the production; they effect the

employment of workers and deployment of resources and success of some

industries and failures of others. Thus marketer must understand this.

Preference (or "taste") is a concept, used in the social sciences, particularly

economics. It assumes a real or imagined "choice" between alternatives and
the possibility of rank ordering of these alternatives, based on happiness,
satisfaction, gratification, enjoyment, utility they provide. More generally, it
can be seen as a source of motivation. In cognitive sciences, individual
preferences enable choice of objectives/goals.

The study of the consumer preference not only focuses on how and why
consumers make buying decision, but also focuses on how and why
consumers make choice of the goods they buy and their evaluation of these
goods after use. So for success of any company or product promotion it is
very necessary to depart its concentration towards consumer preference

Convenience: It is one type of consumer-goods classification. There are three

types of convenience. Those are as follows:
1. Staple: These types of goods are purchased on a regular basis or once or
twice in a month. A planning may be required before purchasing such type of
goods. But for purchasing Cadbury dairy milk no such planning required, so it
does not come under staple goods.
2. Impulse: These types of goods are purchased without any planning or
search effort. Whenever we feel like buying them we can easily buy them.
Similarly for purchasing Cadbury dairy milk no planning required and we can
easily find them anywhere whenever we need it. So the Cadbury dairy milk
are Impulse goods.

3. Emergency: These types of goods are purchased when there is a need is

urgent. But for buying Cadbury dairy milk there is no such type of
emergency. So Cadbury dairy milk do not come under Emergency goods.

LOGOS:-

pappu pass hogaya

Kuch meetha ho Jae

DEVELOP PRODUCT LIFE CYCLE OF CADBURY DAIRY MILK.

Products have limited life.

Product sales passes through distinct stages, each posing different

challenges, opportunities and problem to the seller.

Profit raise and fall at different stages.

Product required different marketing, financial, manufacturing, HR and

resource strategy in each life cycle stage.

GROWTH
HOW WILL BE CADBURY DAIRY MILK DIFFERENTIATED FROM COMPETITORS
IN THE MARKET?

Product form: They were not sure of raising this huge money, but he is
firm of doubling his brand size in the overseas markets. It shows that
they were more conscious towards brand size. They have also decided
to change the physical structure of the product but already the product
is so popular that they decided to reject this decision.

Features: The feature of Cadbury dairy milk is such which is not so

easy for the competitors to copy it. It has an unique type of feature.
The introduction period for introducing a new feature of Cadbury dairy
milk is also very short.

Customization: Marketers can differentiate products by making them

customized to an individual but Cadbury dairy milk does have a
customized product because they have a good brand element due to
which they are able to sale the product easily in the market. They have
produced wowie for childrens,celebrations 4 gifts, and also variety in
cashew nuts, egg, eggless etc.

Performance: There are mainly four types of performance levels- low,

average, high or superior. Performance quality is the level at which the
products primary characteristics operate and Cadbury dairy milk has
the highest level of performance quality.

Durability: The durability of the Cadbury dairy milk is very good. The
product is able to survive under the stressful or natural conditions. But
it should be taken care of refrigeration as milk will get spoiled if resists
for long time in hot atmosphere.

Reliability: Cadbury dairy milk mainly has a reliable product. They were
quite sure about the not malfunction or fail of their product within a
specified time period.

Style: It refers to the products look and feel to the buyers. In Cadbury
dairy milk there are different styles of packing and taste but then also
there is no need to pay an extra money.

Develop a long term pricing strategy for an existing product. Choose an

existing product and decide how you will change the price of the product
during its life cycle. Use the following questions to structure your written
analysis.

a. At what stage in the life cycle is the product?

Cadbury dairy milk is presently at mature stage but with innovation of
new product such as celebrations and bandhan it is now at growth
stage.
b. What is its current price?
Current price charges for Cadbury dairy milk is rs.5, 10, 15,23,3
c. What price do its competitors charge?
Competitors of Cadbury dairy milk are munch,bar one,nestle,kitkat .
They charge almost same price for same quantity.
d. What prices will you charge in the remaining stages of the product life
cycle?
According to me price of Cadbury dairy milk should remain same as it
is innovative and in mature stage.if in future it happens that demand is
decreasing or Cadbury is facing some new competitor than it should
reduce price by 1rs as to sustain in market.
e. What objectives will be accomplished this way? How?
In this way objectives such as brand name and
VISION.

Promotion of brands carrying mass franchise without compromise on

quality or margins.

Increasing the market depth including rural Indias coverage. (so far in
case of chocolates, rural areas are not covered)

Better product quality and packaging.

All round efficient utilisation of tangible as well as intangible assets

such as brands and people

FUTURE GROWTH DRIVERS.

Present dominance in the chocolates market to be maintained.

Average sales to grow at least at 20% p.a. for the next 3 years,
volumes by at least 12%

1 new major product to be launched every year.

Sugar confy. Share in sales mix to be enhanced through value added

niche products.
With control over costs and reduction in relative depreciation charge

for the year, steadily increase margins

DEVELOP ADVERTISEMENT FOR DAIRY MILK.
Tagline:-MAKE SOMEONE FEEL SWEET TODAY

QUESTIONARE
Que1.DO YOU EAT CHOCLATES?
(

) YES

) NO

Que2.Are You Aware of the Cadbury products?

( ) Yes

( ) No

Que3. How did you first discover the Cadbury products?

( ) Advertisement (Newspapers, TV, Magazines)
( ) Mouth publicity
( ) Saw in the shop
( ) Other
Que4.Which product line do you prefer most?

FactorsVery SatisfiedSatisfiedNormalLeast SatisfiedCant Say

( ) Chocolates

( ) Beverages

( ) Candy

( ) Snacks

Que5. How much importance do you give to the following factors when you
purchase a chocolate? (Tick in the desired column)

Que6. How much are you satisfied with the following factors in your preferred
chocolate? (Tick in the desired column)
Que7. Which form of a chocolate do you like?
Hard

Nutties

Crunchy

Chew

Que8. What pack do you purchase?

Small

Big

Family Pack

Que9. Which promotional offers attract you most?

Free gifts

Price Offer

Any other

Que10.Which of these factors affect your purchase?

Advertisement
Suggestion from friends and relatives
Attractive Display

 Doctors Advice
Brand Ambassadors
Ingredients

Que11. Which media of advertisement influence your purchase?

Television

Newspapers

Hoarding

Display

Brochures

Que12. How frequently do you purchase chocolates?

Once in a fortnight

Daily

Weekly

Monthly

Quarterly

Que13. What according to you is the reasonable price of chocolate?

Below5

5-10

20.30

Above 30

10-20

Que14. If your preferred brand is not available for repeat purchase then what
will you do?
Postpone your purchase
Switch over to other brand
Go to the other shop to search for your preferred brand

Que15. If another brand of the same product appears in the market, will you
prefer to stop buying this brand and buy the new brand?
No, not at all

I may consider

No, I shall not

cant say

Que16. If you dont like to change to the new brand, then what are the
reasons for continuing to purchase the old brand?

RESEARCH METHODOLOGY
This chapter describes the methodology of the study. This project is based on
information collected from primary sources. After the detailed study, an attempt
has been made to present comprehensive analysis of consumption of Cadbury
and nestle chocolates consumed by the people. The data had been used to cover
various aspects like consumption, consumers preference and customers
satisfaction regarding Cadbury and Nestle chocolates. In collecting requisite data
and information regarding the topic elected, we went to the residents of peoples
and collected the data.
1. Relevance of the Study
This research is been conducted to survey the product performance and buying
behaviour of consumer in selection of chocolates.
The relevance of the study is to survey the product performance and buying
behaviour of two famous brands of chocolates Nestle and Cadbury, which are

consumed by people of all ages. During this research we have interacted with
people of Mumbai City. This research is to know which particular brand of
chocolate is most preferred by people of different age groups.
2. Research Problem
Every research has their own problem and limitation but good researcher have to
overcome that problem by their skill. In this research problem we would like to
understand and analyze about the chocolates products available at Mumbai and
collect the feedback from group of people and we
wanted to know the developments made in direction of chocolates industry.
3. Research Objective
This project is based on the comparative study consumer behavior towards Nestle
and Cadbury chocolates. Objectives of the study are:
The other objective is to know about the customer satisfaction level
associated with the product and the customer preference level.
To increase customer satisfaction and recapture the market share by
fulfilling the customer needs.
To study the factors affecting the consumption pattern.
4. Research Design
For any researcher the research methodology is the most important criteria to
decide before the actual research process starts.
There are many methods for conducting the research some of them are as under;
a) Descriptive vs. Analytical b) Applied vs. Fundamental c) Quantitative vs.
Qualitative d) Conceptual vs. Empirical e) Field setting or laboratory testing
research The design of a research is a plan or a model that helps researcher to
conduct a formal investigation and survey. It is an application of methods and
procedures for acquiring the information needs for getting a desire out come. It
decides the sources of data and methods for gathering data. A good design
insures that the information obtained is relevant to the

research question and that it was collected by objectives. Since, research design is
simply the frame work or plan for a study. It is a blue print that of a house
devised by an architect. Our approach to research is descriptive and quite
specific. Out of these all research methods the research method, which was most
suitable to our research, was descriptive research because it provides us all the
opportunities to cover the all the aspect that We require to conduct the research
and get an appropriate out come.
5. Scope of the Study:
As learning is a human activity and is as natural, as breathing. Despite of the fact
that learning is all pervasive in our lives, psychologists do not agree on how
learning takes place. How individuals learn is a matter of interest to marketers.
They want to teach consumers in their roles as their roles as consumers. They
want consumers to learn about their products, product attributes, potential
consumers benefit, how to use, maintain or even dispose of the product and new
ways of behaving that will satisfy not only the consumers needs, but the
marketers objectives.
The scope of my study restricts itself to the analysis of consumer preferences,
perception and consumption of Cadbury and Nestle Chocolates. There are many
other brands of chocolates available but our study is limited to two major players
of chocolates leaving behind the others. The scope of my study is also restricts
itself to Mumbai region only.
There are 2 sources of data i.e.
A) Primary Data
The data, which are collected for the first time, directly from the respondents to
the base of knowledge & belief of the research, are called primary data. The
normal procedure is to interview some people individually or in a group to get a
sense of how people feel about the topic.
So far as this research is concerned, primary data is the main source of
information provided by the respondents.

B) Secondary Data
When the data is collected and compiled in the in a published nature it is called
Secondary data. So far as this research is concerned internet, many brochures
and magazines have been referred too.

FINDINGS
CONSUMER RESEARCH:
Consumer research deals with consumer and their problems and solution to the
problems. In this we came to know about the consumers need and expectation
levels regarding products and ascertainable levels of consumer
satisfaction.
PRODUCT RESEARCH:
Under product research I came to know about the modification which consumers
wants as to the quality, packing, shape, color, and quantity etc. of their favourite
chocolate.
PRICING RESEARCH:
This includes ability to consume, to pay for the product, how much a person can
spend on his/her favourite chocolate. In this I have tried to find out consumers
price expectations and reactions.

 ADVERTISING RESEARCH:
Under this I have concluded that whether the advertisement appeals the
consumers or not. This also includes evaluating and selecting the proper mediamix and measuring advertising effectiveness. From the one and half month
experience of our research project with Consumer preference towards Nestle and
Cadbury Chocolates, We have come to know lot things and it has enhanced our
knowledge to great extent. We found many things which are well executed by
distributors. Here are some of the key findings given by us are purely based on
our research. It doesnt have any kind of bias from our side.
They are given as under:
By doing the comparison of Nestle and Cadbury chocolates, we have found
that the preference of the chocolates more preferred by the consumer is
Cadbury.
From the analysis we have found that Nestls some brand has covered
50% of the market in one product (Munch) of the chocolates which is a
very good sign for the company.
Through the research we found that consumer is very conscious about the
quality of the product in that matter they are not ready to compromise.
And we found both company product are very qualitative.
In some cases we found that if a product is not available in the market than
some consumer would to switchover to another product or brand.
So from these survey we have found that the consumption of the chocolates
are more in children and teenage group though having any occasion or not
having any occasion.
The most selling product of both the companies is in small size of
chocolates and there market share is 73% because its not much costlier
and is also easily available & affordable.

SUGGESTIONS AND RECOMMENDATIONS

Chocolates products at Mumbai city are available in comparison to
previous years, but still there is requirement of development in Chocolate
products.
Due to increasing overall cost in Chocolate Products everywhere, cost
format should be made as such that it is affordable to each and everyone in
the society.
In this we also found that if the demanded brand is not available, so at that
time the customers switch over the brand of the chocolate so, here the
company should build up the healthy distribution channel by which
company can attract the customers and company loose the fear from the
market.
Company should concentrate more on television for advertisement, as
mostly people get attracted through television only.

 For promotional offers, company should go for free gifts rather than going
for other ways.
Nestle company should concentrate on its packing as people are least
satisfied with it while Cadbury should concentrate on the shape of a
chocolate.
People are unsatisfied with the price and quantity of chocolate so
companies should concentrate in this regard also.

CONCLUSION
A survey of the people has been conducted to know the liking pattern of the two
products Cadbury and Nestle. It is observed that overall people like to eat
Cadbury brand rather than Nestle. It is concluded that mostly people preferred
Dairy Milk of Cadbury due to its flavour/taste, quality and image and due to its
hard form. Some people often like to have a chocolate with good flavour, quality
hard form. Some people often like to have a chocolate with good flavor, quality
taste and crunchiness. It is thus concluded from the facts collected that mostly
people refer to buy big pack of their favourite chocolate, and sometimes some of
them go for small and family pack.

LIMITATIONS OF THE STUDY

Despite of fact constraints were at play during the formulation of this

project.

The main limitations are as follows: Due to limitation of time only few
people were selected for the study. So the sample of consumers was
not enough.

To generalize the findings of the study.

The main source of data for the study was primary data with the help
of self- administered questionnaires.

Hence, the chances of unbiased information are less. People were

hesitant to disclose the true facts.

The chance of biased response cant be eliminated though all

necessary steps were taken to avoid the same.

BIBLIOGRAPHY

Web sites:
www.nestle.in
www.business-standard.com
www.cadburyindia.com
www.scribd.com
www.managementparadise.com

 www.google.com
Books:
1. Marketing Management

Philip Kotler

2. Research Methodology

C. R. Kothari

QUESTIONNAIRE FOR DEALER

Name of Student:
Name of DealerName of Shop ..
Signature & Seal:
Please answer the relevant question:
1.Which companys dealership you are having?
2. What region convinced you to have dealership of the following?

3. What are the various taste of Cadbury product available in the market?
4. Which of Cadbury product is selling as the best in the market?
5. Who is major competitor of Cadbury?
6. Does Advertising by media helpful to you? How?
7. Do you have any suggestions for the co. towards improvement?

Date:

Signature
Thanks for your Co-operation

OBJECTIVES
The project work entitled Company Profile on Coca Cola was rather the
part of Bachelors of business Administration curriculum provided by faculty
of management studies S.S.H.C.J. IMR, Sagar (M.P.). this survey report is
basically based on the market of Cadbury and its state of affairs according to
its quality, quantity, price, packing etc.
This survey report helps in developing communication skills increase
confidence and to make aware the student about the business product
market etc.

Main Objectives

To know the response of customers of different age group towards the

product.

Promotional strategies of the product

To know the gist of sales promotional technique of brand.

To ascertain the quality , quantity, prices etc.

To find the top most brand in the market.