GUIDE CERTIFICATE

This is to certify that Ms Sampada Mhatre (MMS II/Roll No 4023) has undergone her Winter Internship project under my guidance and prepared a project report titled Analysis Of Indian Chocolate Market With Focus On Cadbury as a partial fulfillment of requirement for the award of degree of Masters of Management Studies from Mumbai University for the academic year 2011-2012.

Place: Date:

Dr. N.Mahesh Prof. & Head

COLLEGE CERTIFICATE

This is to certify that Ms Sampada Mhatre (MMS II/Roll No 4023), student of first year of Master of Management Studies has undergone and completed her project report in Marketing having topic titled Analysis Of Indian Chocolate Market With Focus On Cadbury as a partial fulfillment of requirement for award of degree of Master of Management Studies from Mumbai University, academic year 2011-12

Dr. N.Mahesh Prof. & Head

Dr.D.G.Borse Director

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DECLARATION

I hereby declare that this project report entitled Analysis Of Indian Chocolate Market With Focus On Cadbury is a record of worth carried by me under the guidance of Dr.N.Mahesh ,Prof. & Head, MMS Dept. as a partial fulfillment of the requirement for award of degree of Master Of Management Studies. I also hereby declare that this project report is a result of my own efforts and not being submitted at any time to any other university or institute for the award of my degree.

Place: Date:

Sampada Mhatre

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ACKNOWLEDGEMENT

I express my sincere thanks am immensely grateful to Dr. D.G. Borse, Director, ACPCE MS & R for giving me an opportunity to work at HOCL. I extend my gratitude to Dr. N. Mahesh, Prof & Head, MMS Dept. and my project guide for extending his timely guidance and support to me, in every possible way, whenever I needed during my work. Last but not the least; I am immensely grateful to all my friends and relatives who have directly or indirectly helped me throughout the project.

Place: Date:

Sampada Mhatre

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EXECUTIVE SUMMARY The project provides an insight about the chocolate industry in world as well as in India. It basically provides an overview of Indian chocolate industry & mainly focus on Cadburys operations in India. A UK Based Company, Cadburys is one of the oldest & strongest players in the Indian confectionary industry with an estimated 71% market share of total chocolate market. It is known for its exceptional capabilities in product innovation, distribution & marketing. The data used for this study is only Secondary data. Sources of Secondary Data are Magazines like Business World and Business India, Newspapers like The Economic Times and The Times Of India, Books like Marketing Management by Kotler, Keller, Koshi & Jha and Marketing Management by Dr.K.Karunakaran and Internet.

Research instrument used to study the buying pattern of Chocolates is Questionnaire. The
questionnaire is a structured non-disguised questionnaire containing both open ended and close ended questions. The survey was made through personal interview, online survey and through

telephone.. In the market survey, a sample size of 50 consumers & 20 retailers is taken. It was found that consumers are satisfied with the existing brand of chocolates, but there is a demand for the new flavours of chocolates. Consumers attach more value to the brand of the chocolates as well as the packaging i.e. the quality of the chocolates.79% of chocolate sales happen through kirana shops i.e. mom and pop shops which says that chocolate is a commodity which has to be available to the consumer when and where he wants it. The sales of chocolates largely depend on the availability to the consumer at his convenience. Finally it shows that the new brand must seek to cater to the untapped demands of consumers by introducing new flavours/ ingredients or introducing low calorific chocolates.