A RESEARCH PROJECT REPORT

ON

MARKETING STRATEGIES OF CADBURY

Session:2013-2015
Submitted for the partial fulfillment of the requirement for the
award of degree
Of
MASTER OF BUSINESS ADMINISTRATION
SUBMITTED TO:

Gautam BuddhTechnical University, Lucknow

SUBMITTED TO:
MR. PRASANJEET BHATTACHARJEE

SUBMITTTED BY:
MOHD.NAZIM
MBA IV SEM
Roll no.1370370089

SHRI SIDDHI VINAYAK INSTITUTE OF

MANAGEMENT, BAREILLY

DECLARATION
This project has been undertaken as a partial fulfillment of the requirement for the
award of the degree of Master of Business Administration of U.P.T.U. Lucknow.
The project was executed during the fourth semester under the guidance of
Mr. Prasanjeet Bhattacharjee Faculty of Management, SSVIM.
Further I declare that this project is my original work and the analysis and
finding are for academic purpose only. This project has not been presented in any
seminar or submitted elsewhere for the award of any Degree.

MOHD.NAZIM
MBA IV SEM
ROLL NO.1370370089

ACKNOWLEDGEMENT

I pay my gratitude to a number of persons & institution for enabling

me to carry out the project MARKETING STRATEGIES OF

CADBURY in order to provide vital information about the various

Training programs and measurement of impact of Training and
Development of the employees.
I also thank to Mr. Prasanjeet Bhattacharjee, for his invaluable support
and guidance in completion of the project.
And last but not the least, I pay my gratitude to my parents who
have always me throughout my life.

MOHD.NAZIM
MBA IV SEM
ROLL NO.1370370089

CONTENT
OBJECTIVES OF THE STUDY
INTRODUCTION OF THE TOPIC
COMPANY PROFILE
RESEARCH METHODOLOGY
PRESENTATION AND ANALYSIS OF DATA
FINDINGS AND CONCLUSION
SUGGESTIONS
LIMITATIONS
BIBLIOGRAPHY

OBJECTIVES

 To Know Impact of Advertising on the customer of

Cadbury Chocolates.
To know other promotional strategy adapted by
Cadbury Chocolates.
To know Buying Behaviour of customer.
To know various Chocolates brands available in
Bareilly.
To know customer satisfaction level towards
Cadbury Chocolates through Advertisement.

INTRODUCTION OF THE TOPIC

Advertising is
a
form
of communication used
to persuade an audience to take some action with

respect to products, ideas, or services. Most commonly,

the desired result is to drive consumer behavior with
respect to a commercial offering, although political and
ideological advertising is also common. Advertising
messages are usually paid for by sponsors and viewed
via various media; including traditional media such as
newspapers, magazines, television, radio, outdoor or
direct mail; or new media such as websites and text
messages.
Commercial advertisers often seek to generate
increased consumption of
their products or services through "branding," which
involves the repetition of an image or product name in
an effort to associate certain qualities with the brand in
the minds of consumers. Non-commercial advertisers
who spend money to advertise items other than a
consumer product or service include political parties,
interest
groups,
religious
organizations
and
governmental agencies. Nonprofit organizations may
rely on free modes of persuasion, such as a public
service announcement.

IMPACT OF ADVERTISING

In the 21st century we all are aware of the development of

science and technology and of the progress made by mankind.
Science has always given us a lot and one of the gifts of
science is mass-media which includes television, radio etc.
Television is having a great impact on our minds and as a result
we learn word to word utterances of the persons acting before
us.
This is true whether they are in serials or in advertisements.
Nowadays, we find that children pay more attention towards
television than to study or games.
Today,advertisement has become a media for making a product
popular in a short period of time and this is the only reason for
the impact of new products in the mind of children.
Today, when parents go to market with their children the latter
ask for those products which have not even reached the
market.
This shows how eager they are in catching the words of the
people who are advertising the product on T.V.
Previously, whenever any movie was about to be released there
was a news break in between but now there are several breaks
for

the

advertisement.

Today, if any advertisement is shown, then even before the

actor or actress speaks, the child starts pronouncing the lines of
the advertisement much before the advertises.

Thus we can see that children know all the names of the
performers, colour of their dresses and the product they
advertise.
Yesterday, while I was passing across the street, I heard a boy
telling his friends that a new advertisement was released and
the person who was advertising it was Sachin Tendulkar.
I looked at that boy and found that he was not even seven
years and I was surprised that his memory was so sharp to
remember the television programmes. but I doubt if it was the
same

in

regard

to

his

studies.

I found this out not only in that boy but in all the young children
of today. Besides, seven year old children, even much younger
children are attracted towards television.
For example, one of my teachers was saying that her brother's
daughter is so keen for watching television that if television is
switched off, then she starts crying. You will be surprised to
know

that

she

is

only

seven

months

old.

Today's, the children have developed too expensive tastes.

They always ask their parents for new products. However, I
don't mean that advertisements should be totally banned, but
their impact should be minimized.

History of chocolate:

The origin of chocolate can be traced back to the ancient Maya

and Aztec civilizations in Central America, who first enjoyed
chocolati a much-prized spicy drink made from roasted cocoa
beans.
Throughout its history, whether as cocoa or drinking chocolate
beverage or confectionary treat, chocolate has been a much
sought after food.

The Aztec empire

Chocolate(in the form of a luxury drink) was consumed in
large quantities by the aztecs: the drink was described as
finely ground, soft, foamy, reddish, bitter with chilli water,
aromatic flowers, vanilla and wild bee honey.
The dry climate meant the Aztecs were unable to grow cocoa
trees, and had to obtain supplies of cocoa beans from tribute
or trade

Don Cortes
The Spanish invaded Mexico in the 16 th century, by this time
the Aztecs had created a powerful empire, and the Spanish
armies conquered Mexico. Don Cortes was made captain
general and governor of Mexico.
When he returned to Spain in1528 he loaded his galleons with
cocoa beans and equipment for making the chocolate drink.
Soon chocolate became a fashionable drink enjoyed by the
rich in Spain.

Chocolate across Europe

An Italian traveler, Francesco carletti, was the first to break the
Spanish monopoly. He had visited Central America and seen
how the Indians prepared the cocoa beans and how they made
the drink, and by 1606 chocolate was well established in Italy.

Drinking chocolate
The secret of chocolate was taken to France in 1615, when
Anne, daughter of Phillip 2 of Spain married king Louis 13 of
France
The French court enthusiastically adopted this new exotic
drink, which was considered to have medicinal benefits as well
as being a nourishing food. Gradually the custom of drinking
chocolate spread across Europe, reaching England in the 1650s

First chocolate for eating

Up until this point all chocolate recipes were based on plain
chocolate. It was an English doctor, sir Hanss sloane, whoafter traveling in south America- focused on cocoa and food
values, bringing a milk chocolate recipe back to England.
The original Cadbury milk chocolate was prepared to his recipe.

History:
The earliest record of chocolate was over fifteen hundred years
ago in the central America rain forests, where the tropical mix
of high rain fall combined with high year round temperatures
and humidity provide the ideal climate for cultivation of the
plant from which chocolate is derived, the cacao tree.
Chocolate is made from the cocoa bean, found in pods
growing from the trunk and lower branches of the cacao tree,
Latin name theobroma cacao meaning food of the gods
Cacao was corrupted into the more familiar cocoa by the
early European explorers. The Maya brewed a spicy, bittersweet
drink by roasting and pounding the seeds of the cacao tree with
maize and capsicum peppers and letting the mixture ferment.
This drink was reserved for use in ceremonies as well as for
drinking by the wealthy and religious elite; they also ate cacao
porridge.
The Aztecs, like the Mayans, also enjoyed cacao as a beverage
fermented

from

the

raw

beans,

which

again

featured

prominently in ritual and as a luxury available only to the very

wealthy. The Aztecs called this drink xocolatl, the Spanish
conquistadors found this almost impossible to pronounce and
so corrupted it to the easier chocolat the English further
changed this to chocolate.
The Aztecs regarded chocolate as an aphrodisiac and their
emperor, Montezuma reputedly drank it fifty times a day from a
golden goblet and is quoted as saying of xocolatl: the divine
drink, which builds up resistance and fights fatigue. A cup of

this precious drink permits a man to walk for a whole day

without food

Chocolate in Europe
Xocolatl! or chocolate or chocolate as it became known, was
brought to Europe by Cortez, by this time the conquistadors
had learned to make the drink more palatable to European
tastes by mixing the ground roasted beans with sugar and
vanilla ( a practice still continued today), thus offsetting the
spicy bitterness of the brew the Aztecs drank.
The first chocolate factories opened in Spain, where the dried
fermented beans brought back from the new world by the
Spanish treasure fleets were roasted and ground, and by the
early 17th century chocolate powder from which the European
version of the drink was made- was being exported to other
parts of Europe. The Spanish kept the source of the drink- the
beans- a secret for many years, so successfully in fact, that
when English buccaneers boarded what they thought was a
Spanish treasurer galleon in 1579, only to find it loaded with
what appeared to be dried sheeps droppings, they burned
the whole ship in frustration. If only they had known, chocolate
was so expensive at that time, that it was worth its weight in
silver ( if not gold), chocolate was treasure indeed !
Within a few years, the cocoa beverage made from the powder
produced in Spain had become popular throughout Europe, in
the Spanish Netherlands, Italy, France, and Germany and in
about 1520 it arrived in England.
The first chocolate house in England opened in London in 1657
followed rapidly by many others. Like the already well

established coffee houses, they were used as clubs where the

wealthy and business community met to smoke a clay pipe of
tobacco, conduct business and socialize over a cup of
chocolate.

Back to the Americas

Events went full circle when English colonists carried chocolate
(and coffee) with them to Englands colonies in North America.
Destined to become the America and Canada, they are now the
worlds largest consumers by far

of both chocolate and

coffee, consuming over half of the words total production of

chocolate alone.

The Quakers
The Quakers were, and still are, a pacifist religious sect, an
offshoot of the puritans of English civil war and pilgrim fathers
fame and a history of chocolate would not be complete without
mentioning their part in it. Some of the most famous names in
chocolate were Quakers, who for centuries held a virtual
monopoly of chocolate making in the English speaking world
fry, Cadbury and row tree are probably the best known.
Its probably before the time of the English civil war between
parliament and king Charles 1st that the Quakers who evolved
from the puritans, first began their historic association with
chocolate.

Because

of

their

pacifist

religion,

they

were

prohibited from many normal business activities, so as an

industrious people with a strong belief in the work ethic (like
the puritans), they involved themselves in food related
businesses and did very well. Baking was a common occupation
for them because bread was regarded as the biblical staff of

life, and bakers in England were the first to add chocolate to

cakes so it would be a natural progression for them to start
making pure chocolate. They were also heavily involved in
breakfast cereals but thats another story.
What is certain is that the fry, row tree and Cadbury families in
England among others, began chocolate making and in fact
Joseph fry of fry &sons (founded 1728 in Bristol, England) is
credited with producing and selling the worlds first chocolate
bar. Frys have now all but disappeared (taken over by Cadbury)
and row tree have merged Swiss company nestle, to form the
largest chocolate manufacturer in the world. Cadbury have
stayed with chocolate production and are now, if not quite the
largest, probably one of the best-known chocolate makers in
the world.

Chocolate as we know it
The first mention of chocolate being eaten in solid form is when
bakers in England began adding cocoa powder to cakes in the
mid 1600s. Then in 1828 a Dutch chemist, Johannes van
houten, invented a method of extracting the bitter tasting fat or
cocoa butter from the roasted ground beans, his aim was to
make the drink smoother and more palatable, however he
unknowingly paved the way for solid chocolate as we know it.
Chocolate as we know it today first appeared in 1847 when fry
& sons of Bristol, England mixed sugar with cocoa powder and
cocoa butter (made by the van houten process) to produce the
first solid chocolate bar then in1875 a Swiss manufacturer,

Daniel peters, found a way to combine (some would say

improve, some would say ruin) cocoa powder and cocoa butter
with sugar and dried milk powder to produce the first milk
chocolate.

CHOCOLATE PRODUCTION
The cocoa-bean -- the heart of the sweetest delicacy
in the world -- is bitter! This is why, up to the 18th
century some native tribes ate only the sweetish
flesh of the cocoa fruit. They regarded the precious bean as
waste or used it, as was the case among the Aztecs, as a form
of currency.
TheVarieties
There are two quite different basic classifications of
cocoa, under which practically all varieties can be
categorised: Criollo and Forastero cocoas. The pure
variety of the Criollo tree is found mainly in its native Equador
and Venezuela. The seeds are of finer quality than those of the
Forastero variety.

They have a particularly fine, mild aroma and are, therefore,

used only in the production of high-quality chocolate and for
blending. However, Criollo cocoa accounts for only 10% of the
world crop. The remaining 90% is harvested from trees of the
Forastero family, with its many hybrids and varieties. The main
growing area is West Africa. The cocoa tree can flourish only in
the hottest regions of the world.
TheHarvest
Immediately after harvesting, the fruit is treated to
prevent it from rotting. At fermentation sites either in
the plantation or at, collecting points, the fruit is
opened.
Fermentation
The fermentation process is decisive in the production of high
quality raw cocoa. The technique varies depending on the
growing region.
Drying
After fermentation, the raw cocoa still contains far too much
water; in fact about 60%. Most of this has to be removed.
What could be more natural than to spread the beans out to dry
on the sun-soaked ground or on mats? After a week or so, all
but a small percentage of the water has evaporated.
Cleaning
Before the real processing begins, the raw cocoa is
thoroughly cleaned by passing through sieves, and
by brushing. Finally, the last vestiges of wood, jute

fibres, sand and even the finest dust are extracted by powerful
vacuum equipment.
Roasting
The subsequent roasting process is primarily designed to
develop the aroma. The entire roasting process, during which
the air in the nearly 10 feet high furnaces reaches a
temperature of 130 C, is carried out automatically.
Crushingandshelling
The roasted beans are now broken into medium sized pieces in
the crushing machine.
Blending
Before grinding, the crushed beans are weighed and blended
according to special recipes. The secret of every chocolate
factory lies in the special mixing ratios, which it has developed
for different types of cocoa.
Grinding
The crushed cocoa beans, which are still fairly coarse are now
pre-ground by special milling equipment and then fed on to
rollers where they are ground into a fine paste. The heat
generated by the resulting pressure and friction causes the
cocoa butter (approximately 50% of the bean) contained in the
beans to melt, producing a thick, liquid mixture.
This is dark brown in color with a characteristic, strong odour.
During cooling it gradually sets: this is the cocoa paste.
At this point the production process divides into two paths, but
which soon join again. A part of the cocoa paste is taken to

large presses, which extract the cocoa butter. The other part
passes through various blending and refining processes, during
which some of the cocoa butter is added to it. The two paths
have rejoined.
CocoaButter
The cocoa butter has important functions. It not only
forms part of every recipe, but it also later gives the
chocolate its fine structure, beautiful lustre and
delicate, attractive glaze.
Cocoa Powder

After the cocoa butter has left the press; cocoa cakes are left
which still contain a 10 to 20% proportion of fat depending on
the intensity of compression.
These cakes are crushed again, ground to powder
and finely sifted in several stages and we obtain a
dark, strongly aromatic powder, which is excellent
for the preparation of delicious drinks - cocoa. Cocoa paste,
cocoa butter, sugar and milk are the four basic ingredients for
making chocolate. By blending them in accordance with
specific recipes the three types of chocolate are obtained which
form the basis of ever product assortment, namely:
Kneading
In the case of milk chocolate for example, the cocoa paste,
cocoa

butter,

powdered

or

condensed

milk,

sugar

and

flavouring - maybe vanilla - go into the mixer, where they are

pulverized and kneaded.

Rolling
Depending on the design of the rolling mills, three or
five

vertically

mounted

steel

rollers

rotate

in

opposite directions. Under heavy pressure they

pulverise the tiny particles of cocoa and sugar down to a size of
approx. 30 microns. (One micron is a thousandth part of a
millimetre.)
Conching
But still the chocolate paste is not smooth enough to
satisfy our palates. But within two or three days all
that will have been put right. For during this period
the chocolate paste will be refined to such an extent in the
conches that it will flatter even the most discriminating palate.
Conches (from the Spanish word "concha", meaning a shell) is
the name given to the troughs in which 100 to 1000 kilograms
of chocolate paste at a time can be heated up to 80 C and,
while being constantly stirred, is given a velvet smoothness by
the addition of certain amounts of cocoa butter. A kind of
aeration of the liquid chocolate paste then takes place in the
conches: its bitter taste gradually disappears and the flavor is
fully developed. The chocolate no longer seems sandy, but
dissolves meltingly on the tongue. It has attained the
outstanding purity, which gives it its reputation.

COMPANY PROFILE
CADBURY
How Cadbury Chocolate is made

John Cadbury

Milk chocolate for eating was first made by Cadbury in 1897 by adding
milk powder John paste to the dark chocolate recipe of cocoa mass, cocoa
butter and sugar. By today's standards this chocolate was not particularly
good: it was coarse and dry and not sweet or milky enough for public
tastes.
There was a great deal of competition from continental manufacturers, not
only the French,but also the Swiss, renowned for their milk chocolate.
Led by George Cadbury Junior, the Bournville experts set out to meet the
challenge. A considerable amount of time and money was spent on
research and on new plant designed to produce the chocolate in larger
quantities.
A recipe was formulated incorporating fresh milk, and production
processes were developed to produce a milk chocolate 'not merely as
good as, but better than' the imported milk chocolate'.
Four years of hard work were invested in the project and in
1905 what was to be Cadbury's top selling brand was
launched.

Three names were considered: Jersey, Highland Milk and Dairy Maid. Dairy
Maid became Dairy Milk, and Cadbury's Dairy Milk, with its unique flavour
and smooth creamy texture, was ready to challenge the Swiss domination
of the milk chocolate Cadbury's Dairy Milk gained its status as the brand
leader, a position it has held ever since today.
COMPANY OVERVIEW OF CADBURY INDIA
Cadbury began its operations in 1948 by importing chocolates and then
re-packing them before distribution in the Indian market. After 59 years of
existence, it today has 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

Currently

corporate

Cadbury

India

office

operates

is

in

Mumbai.

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! Their 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 their main product is Bournvita - the
leading Malted Food Drink (MFD) in the country. Similarly in the medicated
candy category Halls is the undisputed leader.
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. Bytes 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, it has worked with the Kerala
Agriculture University to undertake cocoa research and released clones,
hybrids that improve the cocoa yield.
Today, Cadbury is poised in its leap towards quantum growth and new
categories of business, namely gums, mints, snacking and gifting. It is a
part of the Cadbury Schweppes Group, world's No.1 Confectionery
Company.
CADBURY WORLD WIDE
Cadbury is the world's largest confectionery company and
have a strong regional presence in beverages in the
Americas and Australia.
With origins stretching back over 200 years, today their products - which
include brands such as Cadbury, Schweppes, Halls, Trident, Dr Pepper,
Snapple, Trebor, Dentyne, Bubblicious and Bassett - are enjoyed in almost
every country around the world. We employ

around 60,00

people.

Their heritage starts back in 1783 when Jacob Schweppe

perfected

his

process

for

manufacturing

carbonated

mineral water in Geneva,

5 Star
Perk
Celebrations
Temptation
DAIRY MILK
Switzerland.

And

John

opened

Cadbury

Birmingham

in

1824
in

selling

cocoa

and chocolate.
These two great
household

names

merged in 1969 to form Cadbury Schweppes plc. Since then they

have

expanded

their

business

throughout

the

world

by

programme of organic and acquisition led growth.

Concentrating on their core brands in beverages and confectionery since
the 1980s, they have strengthened their portfolio through almost fifty
acquisitions, including brand icons such as Mott's, Canada Dry, Halls,
Trident, Dentyne, Bubblicious, Trebor, Bassett, Dr Pepper, 7 Up and
Snapple.
-

It employ 60,000 people in over 200 countries

Worlds No 1 Confectionery company

World's No 2 Gums company

World's No 3 beverage company

Cadbury Brands:

 Chocolates
Snacks
Beverages
Candy
SNCKS:
Bytes
BEVERAGES
Bournvita
CANDY
Halls
CHOCOLATES
Dairy Milk

The
Milk
1905

story

of

started
at

but the journey

Cadbury
way

Dairy

back

in

Bournville, U.K.,
with

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.

SWOT ANALYSIS
Strength
1.

Cadbury is a company, which is reputed internationally as the topmost chocolate provider in

the world.

2.

The brand is well known to people & they can easily identify it from others.

3.

Cadbury the world leaders in chocolate, is a well-known force in marketing and distribution.

4.

Users have a positive perception about the qualities of the brand.

5.

Cadbury main strength is Dairy milk. Dairy milk is the most consumed chocolate in India.

6.

By using popular models like Cyrus Brocha, Preety Zinta and others Cadburys has managed to
portray a young and sporty image, which has resulted in converting buyers of other brands to
become its staunch loyalists.

7.

Cadbury has well adjusted itself to Indian custom.

8.

It has properly repositioned itself in India whenever required i.e. from children to adults,
togetherness bar to energizing bar for young ones etc.

Weaknesses
1. There is lack of penetration in the rural market where people tend to dismiss it as a high end
product. It is mainly found in urban and semi-urban areas.
2. It has been relatively high priced brand, which is turning the price conscious customer away.
3. People avoid having their chocolate thinking about the egg ingredients.
Opportunities
1.

The chocolate market has seen one of the greatest increases in recent times (almost @ 30

2.

There is a lot of potential for growth and a huge population who do not eat chocolates even
today that can be converted as new users.

Threat
1.

There exists no brand loyalty in the chocolate market and consumers frequently shift their
brands.

2.

New brands are coming and existing brands r leaving already overcrowded market.

RESEARCH METHODOLOGY
Research in common parlance, search for a new knowledge, it is a systematized
effort to gain new knowledge. its a careful investigation or inquiry specially
through search for new facts in any branch of knowledge.
Basically,
research is an academic activity and the manipulation of things, concepts or
symbols for the purpose ofn generalizing to extend, correct or verify
knowledge, whether that knowledge aids in construction of theory or in the
practice of an art .

Objectives of research:
To gain familiarity with a phenomenon or to achieve new insights in to it.
To portray accurately the characteristics of a particular individual,
situation or a group.
To determine the frequency with which something occurs or with which
it is associated with something elements

Now constituents of my research work are as follows:

SAMPLE DESIGN
SAMPLE SIZE: -

50

SAMP REGION: - Bareilly

DATA COLLECTION METHOD

As mentioned earlier, this proposed study aims at devising the impact of
advertising on customer of Cadbury chocolates While recommending the said
strategy detailed information from both primary and secondary data was
collected and analyzed. This included:

SECONDARY DATA:
Secondary data was collected through magazines, research papers, internet etc.

CHOICE OF RESEARCH DESIGN ALTERNATIVES & CHOICE

Despite the difficulty of establishing an entirely satisfactory classification

system, it is helpful to classify marketing research on the basis of the
fundamental objectives of the research. Consideration of the different types,
their applicability, their strengths, and their weakness will help the student to
select the type best suited to a specific problem.

The two general types of research are:

EXPLORATORY RESEARCH
Exploratory research seeks to discover new relationship, emphasis on discovery
of ideas.
Marketing researches devote a significant portion of their work on exploratory
studies when very little is known about the problem being examined.

CONCLUSIVE RESEARCH
Conclusive studies attempts to determine the frequency with which something
occurs or the relationship between two phenomenons. Usually conclusive
studies assume certain under underlying characteristics of the market or have
some precise statement of research questions/hypothesis.
A questionnaire consists of list of questions to be asked from the respondents
and the space provided to record the answer / responses. Questionnaire can be
used for the personal interviews, focus groups, mails and telephonic interviews.
The choice among these alternatives is largely determined by the type of
information to be obtained and by the type of respondents from whom it is to be
obtaine;d.
The common factor in all varieties of the questionnaire method is this reliance
on verbal responses to question, written or oral.
Questionnaire in the project consists of:

 Multiple choice questions

. SAMPLING TECHNIQUE USED & SAMPLE SIZE - WHY?

Sample design is a definite plan of obtaining some items from the whole
population. The sample design used in this project is two state sampling i.e.
Cluster and convenience. In the probability sampling methods, each items in the
sample is chosen one at a time from a complete list of universe elements. In
marketing research practice, it will sometimes be more expedient to select
clusters or groups of universe elements, rather than to choose sample items
individually.

NONDISGUISED, STRUCTURED TECHNIQUES

The non structured techniques for attitude measurement are primarily of value
in exploratory studies, where the researcher is looking for the salient attributes
of given products and the important factors surrounding purchase decisions as
seen by the consumer. Structured techniques can provide a more objective
measurement system, one which is more comparable to a scale or a yardstick.
The term scaling has been applied to the efforts to measure attitudes objectively,
and a number of useful scales have been developed

SAMPLING METHODS:
Sample design is a definite plan of obtaining some items from the whole
population. The sample design used in this project is two state sampling i.e.
cluster sampling and convenience sampling.

CLUSTER SAMPLING

Here the whole area is divided into some geographical area and a definite
number of consumers were to be surveyed.
CONVINIENCE SAMPLING
This type of sampling is chosen purely on the basis of convenience and
according to convenience.

ANALYSIS OF THE DATA

Q1 HOW OFTEN YOU EAT CHOCOLATES?
OPTIONS

DAILY

NO OF

% OF

RESPONDENCE

RESPONDENCE

12%

WEEKLY

15

30%

FORNIGHTLY

10%

OCCASSIONALLY

24

48%

Q2.Which brand of chocolates do you prefer?

OPTIONS

NO OF
RESPONDENCE

% OF RESPONDENCE

Cadbury

41

82%

Nestle

10%

Amul

2%

Other

6%

Q3. WHICH TYPE OF CHOCOLATES DO YOU PREFER?

OPTIONS

NO OF

% OF

RESPONDENCE

RESPONDANCE

HARD

27

54%

CRUNCHY

14

28%

CHEW

4%

NUTTIES

14%

Q4 HOW MANY OF THESE BRANDS YOU ARE AWARE OF

CADBURY?

OPTIONS

NO OF

% OF

DAIRY MILK
5 STAR
PERK
CRACKLES
TEMPTATION
ALL THE ABOVE

RESPONDENCE
0
0
0
4
0
46

RESPONDENCE
0%
0%
0%
8%
0%
92%

Q5 FROM WHERE YOU WANT TO PURCHASE CHOCOLATES?

options
SWEET SHOP
CONFECTIONARY
RETAIL SHOP
CO. SPEALITY
STORE

No of respondence
1
43
6
0

% of respondence
2%
86%
12%
0%

Q6.WHICH OF THESE FACTORS AFFECTS YOUR PURCHASE?

OPTIONS
TASTE
ADVERTISEMENT
BRAND
AMBASSADOR
ATTRACTIVE
DISPLAY

NO OF
RESPONDENCE
27
21

% OF
RESPONDENCE
54%
42%

4%

0%

Q7 DOES THE ADVERTISING PROVOKES TO BUY THE MORE?

OPTIONS

NO OF

% OF RESPONDENCE

YES
NO
SOMETIMES

RESPONDENCE
32
4
14

64%
8%
28%

Q8 IF ADVERTISEMENT AFFECTS YOUR PURCHASING THEN WHICH

MEDIA YOU CONSIDER MORE EFFECTIVE?
OPTIONS

NO OF

% OF RESPONDENCE

TELEVISION
MAGAZINES
HOARDING
RETAIL SHOP

RESPONDENCE
48
1
0
1

96%
2%
0%
2%

DISPLAY

Q9 WHICH ADVERTISEMENT PUNCHLINE AFFECTS YOU THE MOST?

OPTIONS

NO OF

% OF RESPONDENCE

KHAO OR KHO JAO

RESPONDENCE
3

6%

PAPPU PASS HO

27

54%

GAYA
AAJ PEHALI TARIKH

12%

HAI
METHE MEIN KYA

14

28%

HAI

Q10.HOW MUCH YOU ARE IMPRESSED WITH AMITABH

BACHCCHAN AS CELEBRITY OF CADBURY?
OPTIONS

NO OF

% OF

VERY MUCH

RESPONDENCE
12

RESPONDENCE
24%

IMPRESSED
IMPRESSED
NOT IMPRESSED
CANTSAY

31
3
4

62%
6%
8%

Q11-

UP

TO

WHAT

ADVERTISEMENT

EXTEND
OF

DO

YOU

THINK

CADBURY

CAN

AFFECT

THAT
THE

TRADITION OF PURCHASING SWEETS DURING FESTIVALS

OR OCCASSIONS?
OPTIONS

NO OF

% OF

UPTO 10%
10-20%
20-30%
30& ABOVE

RESPONDENCE
12
20
11
7

RESPONDENCE
24%
40%
22%
14%

Q12. WHICH CONTENT OF CADBURY CHOCOLATES

ADVERTISEMENT YOU LIKE MOST?
OPTIONS

NO OF

% OF

WARMTH OF

RESPONDENCE
21

RESPONDENCE
42%

RELATIONSHIP
XPRESS JOY IN

22

44%

SUCCESS
MOUTH WATERY

14%

TASTE
ANY OTHER

0%

MOMENT OF

FINDINGS
Mostly about 48% of the people eat chocolates occasionally
and 30% eat chocolates weekly.

Mostly above 82% pefer Cadbury chocolates than 10%

Nestle ,Amul &other.

Mostly 54% eat chocolate which is hard then people around

28% prefer crunchy then nutties and chew.
Almost all that is 92% people are aware of all the brands of
Cadbury but 8% where not aware about crackles chocolates.

Mostly

about

86%

people

purchase

chocolates

from

confectionary then about 12% purchase from retail shop then

any other.
Around 54% are purchasing chocolates on basis of taste then
42% goes through advertisement only 2% consider brand
ambassador during purchase.
Mostly people say that yes as advertising provokes them to
buy more chocolates 28% say that sometimes it provokes.
Mostly people say through television then any other media.
The most people around 54% say they like pappu pass ho gaya
punchline then others about 28% says methe mein kya hai
which is latest one.

 Mostly about 62% people says that they are impressed by

Amitabh Bachcchan as celebrity others about 24% says very
much impressed.
About

40%

people

says

that

advertisement

will

affect

purchasing about10-20% others about 24% says up to 10%

some says 30%.
Mostly people like Xpress joy in moment of success and
warmth of relationship content.

CONCLUSION
In this project I found that most of the people eat
chocolates during occasions and mostly prefer to eat
Cadbury chocolates rather than nestle and others.
Mostly all of them were aware of brands of Cadbury but
only few were not aware of crackles of Cadbury. Mostly
all

of

them

purchase

Cadbury

chocolates

from

confectionary. They prefer chocolates on the basis of

taste and advertisement and the punchline they like
most are Pappu pass ho gaya and methe mein kya hai.
Most of them said that they are impressed with amitabh
bachcchan as celebrity of Cadbury.Cadbury chocolate
affects very little on the purchase of sweets. Mostly like
the content that it express joy in moment of success and
warmthness of relationship.

SUGGESTIONS
Company should concentrate more on
advertising as most of the people get attracted
through this media.
Company should bring out more variety of
chocolates as there are other competetitor
mainly Nestle people can switch to that
chocolates as their taste is also good.
Company should open atleast one speciality
store so that people can directly buy
chocolates & can see more variety of same
company.
Company should bring out with more
advertisements also.

 Company should endorse new brand

ambassadors also.

LIMITATIONS OF THE STUDY

In attempt to make this project authentic and reliable, every
possible aspect of the topic was kept in mind. Nevertheless,
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.

BIBLIOGRAHY

http://www.cadburyindia.com.

http://www.aphroditechocolates.co.uk/history_chocolate.htm

http://www.google.com

http://www.cadbury.co.nz/carnival/index.htm