Introduction

RIGHTFULLY DESCRIBED as the original sin, the feel of a melting chocolate in your mouth can only be described as blissful. The satiny appearance, smooth texture and the aroma of chocolate can make anyone forget everything and think of only placing it in the mouth. Chocolates have been mans weakness since forever, afterall who can resist dark, sweet piece of chocolate. You would need a super human effort to stop at a small piece once you open a bar or box of chocolates! Chocolates have a heavenly, feel good factor and are aptly described as comfort food. This project is about this yummy chocolate world, where through observations & small survey of 50 persons, near local kirana & retail stores, the brand of chocolate most popular among the consumer is known along with their reasons for having the particular choice. The survey conducted for this purpose has the insight of the chocolate industry in NCR area

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which includes Delhi, Noida & Ghaziabad. This survey includes the various views of the consumer while purchasing a particular brand of chocolate from a local kirana store or retail store.

History
The earliest records of chocolate were over 1,500 years ago in the rain forests of Central America. The Cacao tree, from which chocolate is derived, was worshipped by the Mayan civilisation, who inhabited Central America. Cacao is a Mayan word, which was corrupted to Cocoa by early European explorers, meaning God Food. The Mayans brewed a drink by fermenting a mixture of roasted and pounded cocoa beans, maize and capsicum. The drink was used in ceremonies and drunk by the wealthy and religious elite. Chocolate made its appearance in Europe in the early 16th century when European explorers from the new world brought it to Spain. Chocolate, as we know it today, first appeared in 1847 when Fry & Sons, of England, mixed sugar with cocoa powder and cocoa butter to produce the first solid chocolate bar. Later, in 1875 a Swiss manufacturer, Daniel Peters, found a way to combine cocoa powder and cocoa butter with

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sugar and dried milk powder to produce the first milk chocolate. Rest is chocolate history. It is true that there are few chemicals found in chocolate, especially dark chocolate that makes us feel good. It contains certain chemicals that act similar to pain killers and anti-depressants. It is believed to release chemicals, which simulate the feeling we get when in love and we also know that chocolate contains heart-healthy antioxidants. Chocolate certainly isnt a cure-all but one of natures finest gifts to mankind! The downside is that as chocolate is high in both fat and calories and its difficult to really balance out the benefits compared to the fat intake.

Chocolate Industry in India

Chocolate market is estimated to be around 1500 crores (ACNielson) growing at 18-20% per annum with a production volume of 30,800 tonnes. This segment is characterized by high volumes, huge expenses on advertising, low margins, and price sensitivity. The per capita consumption of chocolate in India is 300 gram compared with 1.9 kilograms in developed markets such as the
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United Kingdom. Over 70 per cent of the consumption takes place in the urban markets Margins in the chocolate industry range between 10 and 20 per cent, depending on the price point at which the product is placed. Chocolate sales have risen by 15% in 2007 to reach 36000 tonnes according to one estimate. The chocolate wafer market (Ulta Perk etc) is around 35 % of the total chocolate market and has been growing at around 13% annually. As per Euromonitor study, Indian candy market is currently valued at around USD 664 million, with about 70%, or USD 461 million, in sugar confectionery and the remaining 30%, or USD 203 million, in chocolate confectionery Indian consumers, with their nations economy growing at around 10%, are expected to consume more chocolates as the product sells more in happy times. This higher consumer spend is also driven by a new found mall culture.

Major Players
The chocolate market in india has only 3 big players

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 Cadbury Nestle Amul New brands such as Sweet World, Candico and Chocolatiers are present in several malls. Delhibased Chocolatiers, started with a small shop in south Delhis Chittaranjan Park and has now ventured into malls and multiplexes in NCR, Mumbai and Bangalore, with focus on high-end or designer chocolates, a niche market of their own. Candico India is aiming for 400 locations across malls and multiplexes in the country by 2010. US-based chocolate-maker Hersheys is mulling a foray into the Indian chocolate market through its joint venture with Godrej. The major challenges faced by the players in chocolate industry in india are: Perishable nature of the product Poor distribution network Scarcity of milk Rising prices of milk

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King Chocolates India

of in

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Cadbury in India
In India, Cadbury began its operations in 1948 by importing chocolates. After 60 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, Kolkota and Chennai). The corporate office is in Mumbai. The core purpose "creating brands people love" captures the spirit of what they are trying to achieve as a business. They collaborate and work as teams to convert products into brands. Simply put, Cadbury spreads happiness! Currently Cadbury India operates in four categories viz. Chocolate Confectionery, Milk Food Drinks, Candy and Gum 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

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the world! The 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.

Cadbury Range

Chocolates

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Snacks

Beverage

Candy

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Gums

Cadburys Dairy Milk

The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they think of Cadbury Dairy Milk. 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. Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater to the urge for 'something sweet' after meals. Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie, chocolate with

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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. Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has participated and been a part of every Indian's moments of happiness, joy and celebration. Today, Cadbury Dairy Milk alone holds 30% value share of the Indian chocolate market. In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for children. In the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child in every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings'. The 'Real Taste of Life' campaign had many memorable executions, which people still fondly remember. However, the one with the "girl dancing on the cricket field" has remained etched in everyone's memory, as the most spontaneous & un-inhibited expression of happiness. This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad Club, Mumbai) awards.

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In the late 90's, to further expand the category, the focus shifted towards widening chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye' campaign. This campaign built social acceptance for chocolate consumption amongst adults, by

showcasing collective and shared moments. More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language. It has been adopted by consumers and today is used extensively to express joy in a moment of achievement. The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious Cannes Advertising Festival 2006 for 'Best use of internet and new media'. The idea involved a tieup with Reliance India Mobile service and allowed students to check their exam results using their mobile service and encouraged those who passed their examinations to celebrate with Cadbury Dairy Milk. The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated Marketing Campaign and Gold in the Consumer Products

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category at the EFFIES 2006 (global benchmark for effective advertising campaigns) awards.

Cadbury 5 Star
Chocolate lovers for a quarter of a century have indulged their taste buds with a Cadbury 5 Star. A leading knight in the Cadbury portfolio and 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. Cadbury 5 Star was always unique because of its format and any communication highlighting this uniqueness, went down well with the audiences. From 'deliciously rich, you'd hate to share it' in the 70's, to the 'lingering taste of togetherness' &

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'Soft and Chewy 5 Star' in the late 80's, the communication always paid homage to the product format. 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. Cadbury 5 Star & Cadbury 5 Star Crunchy now aim to continue the upward trend. This different and delightfully tasty chocolate is well poised to rule the market as an extremely successful brand.

Perk
A pretty teenager; a long line, and hunger! Rings a bell? That was how Cadbury launched its new offering; Cadbury 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 a catchy jingle and tongue in cheek advertising, this 'anytime, anywhere' snack zoomed right into the hearts of teenagers. Raageshwari trend of started the advertising

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that featured mischievous, bubbly teenagers getting out of their 'stuck and hungry' situations by having a Cadbury Perk. Cadbury Perk became the new mini snack in town and its proposition "Thodi si pet pooja" went on to define its role in the category. As the years progressed, so did the messaging, which changed with changes in the consumers' way of life. To compliment Cadbury Perk's values, the bubbly and vivacious Preity Zinta became the new face of Perk with the 'hunger strike' commercial in the mid 90's. In the new millennium, Cadbury Perk moved beyond just owning 'hunger' to a "Kabhi bhi kaise bhi" position, because the urge for Cadbury Perk could strike anytime and anywhere. With the rise of more value-for-money brands in the wafer chocolate segment, Cadbury Perk unveiled two new offerings - Perk XL and XXL. The temptation to have more of Cadbury Perk was made even greater with the launch of Cadbury Perk Minis in 2003 for just Rs. 2/- . In 2004, with an added dose of 'Real Cadbury Dairy Milk' and an 'improved wafer', Perk became even more irresistible. The product was supported in the market with a new look and a new campaign. The advertisement spoke of the irresistible aspect of the brand, with 'Baaki sab
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Bhoola de' becoming the new mantra for Cadbury Perk.

Cadbury Celebrations
Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dryfruits 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. Cadbury Celebrations has become a popular brand on occasions such as Diwali, Rakhi, Dussera puja. It is also a major success as a corporate gifting brand. The communication is based on the emotional route and the tag line says "rishte pakne do" which fits with the brand purpose of strengthening your relationships with something sweet.

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Temptations
Ever see people hide away their chocolate since they dont want to share it! If you have, then its likely to be a bar of Cadbury Temptations! Cadbury Temptations is a range of delicious premium chocolate in five flavours. Research revealed a niche segment of chocoholics those exposed to international chocolates and those who love a variety of chocolates but possibly find the price of international chocolates too high. Cadbury Temptations is a range targeted at this segment of discerning chocolate lovers. The Cadbury Temptations range is available in 5 delicious flavour variants - Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forest and Old Jamaica. With its international quality chocolate Temptations soon became a popular brand for "chocoholics".

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Eclairs
In India, Cadbury Dairy Milk Eclairs has been the most preferred brand inthe Eclairs category for years and has always been a favourite with

consumers. Eclairs advertising over the years has talked about the mesmerizing taste of Eclairs because of the Cadbury Dairy Milk chocolate it contains at its

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center. The 'Kar De Dil Pe Jadoo' campaign illustrated this in a youthful college context. The Eclairs Crunch variant has also had an encouraging response from both teens and pre-teens. Currently, the chewy and the crunchy variants are both enjoyed by the Eclair consumer.

Gems
The saying "Good things come in small packets" has been proven right many a times and it couldn't have been truer for the pretty chocolate buttons called Gems. Who can forget the unique, brightly colored chocolate buttons with crispy shells, encased in a pack that's as colourful as the product itself? Unrivalled in all these years, Cadbury Gems has captured every consumer's fantasy for almost 4 decades. Little wonder that Cadbury Gems, the brand that came into India in 1968 is still going strong. The sheer taste and the fun associated with eating Cadbury Gems and the joy of sharing it with friends has made the brand a dear companion and a source of nostalgia for consumers. Cadbury Gems brings happiness to the consumer's world. With this promise in mind, Cadbury Gems has always had 'Masti' as the key proposition in all its communication. In fact, Cadbury Gems is always a willing ally for pranks and fun.

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Cadbury Gems has continuously tried to be relevant and exciting for consumers. In its constant attempt to contemporarise, a unique stand up tube pack with a flip top was launched, which became an instant hit with consumers. Early 2006 gave consumers one more reason to celebrate with Cadbury Gems; the launch of Cadbury Fruity Gems, a fruit flavoured variant with a crispy shell outside and white chocolate inside. Now consumers had not one, but two reasons to enter the 'Masti' world of Cadbury Gems. Today, Cadbury Gems has established itself as one of the leading brands in its segment. With the single-minded purpose to delight every consumer and help them discover the fun, exciting and adventurous side of life, Cadbury Gems will continue to be the leading brand in Cadbury India's portfolio.

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Research Objectives
The main objective of this survey was to know as to why is Cadbury the most popular chocolate among the consumers. The survey was done through a questionnaire with several questions in order to segregate the 50 persons on various categories to know that on which grounds cadbury is preferred most by the consumers. The chocolate priority by different consumers is sorted out on the basis of the questions listed below. Name Age Profession Brand of Chocolate Consumed Reasons to Purchase The Particular Brand Availability Advertising Taste Packaging Price Influence Quality Quantity

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 Time Intervals of Consuming Chocolate Product of Cadbury Consumed Most

Research Methodology
Sampling This survey has been done on a very low scale & has been compiled on the basis of views of 50 consumers. The consumers giving their preferred brand of salt were from Ghaziabad, Noida & New Delhi. The consumers usually purchase chocolate from the local kirana stores in the cities mentioned above & the retail stores like Spencers & Big Bazaar. Method of data collection The data has been collected in various ways

Questionnaire- We prepared a proper set of questions for the brand of chocolate purchased most in a paper & asked the various consumers to fill it, on the basis of which we compiled this report.

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TelephonicWe even interviewed certain people basically our relatives over the telephone & asked them which brand of chocolate do they use & why & how often do they purchase it. InterpersonalWe collected data through interpersonal communication from the shopkeepers as to which brand of chocolate is bought most by which segment of the consumers & the reason for their specific taste.

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GRAPH S

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Facts & Figures on Advertising Trends of Cadbury

1.Cadbury India Ltd rules chocolate advertising on television. 2.Advertising rose by 30 per cent during January-November 2007 compared to January-November 2006. 3.Maximum chocolate advertising was during Raksha Bandhan across 2005 and 2006 and January-November 2007. 4.As expected chocolate advertising skewed towards kids channels. 5.Cadbury India Ltd was way ahead of its peers with 66 per cent share followed by Nestle India Ltd and Parle Products Pvt Ltd during January-November 2007. 6.Cadbury India has tied up with leading coffee chain Caf Coffee Day for direct sampling of the product in top cities
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Conclusion
Chocolates which use to be unaffordable, is now considered mid-priced. Convenience over Mithai in terms of packaging and shelf life in making both middle class and rich Indians opt for chocolates. The range and variety of chocolates available in malls seems to be growing day by day, which leads to lot of impulse sales for chocolate companies. Designer chocolates have become status symbols. They are linked to ones aspiration and lifestyle and malls are perfect points of sale as people usually are happy and gay at these destinations. Cadbury initial communication for Celebrations was concentrated on occasions like Diwali and Rakshabandhan. Over the last seven to eight years, the brand emerged as a good gift proposition for occasions and enabled people to come closer. Research done by Cadbury suggested that they should extend the plank of

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occasion-based gifting to social gifting i.e. allyear-round gifting options. Consumers can choose from wide range of chocolates, which initially was limited to Milk chocolates like DairyMilk and MilkyBar. In past few years we have seen so many SKUs with almonds, raisins and all sort of nuts. And how can we forget latest 5 star crunchy and Ulta Perk, which has opened new windows for consumers. In past, consumers had negligible inclination for dark chocolates. But now we have seen a change in the Indian palate, which is increasing the base of this sub-segment.

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SUPPORT MATERIA L
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