P PR RE EF FA AC CE E

The student of M.B.A. 4

th
Sem. has to undergo project report as a part of
their academic Course. M MA AR RK KE ET TI IN NG G S ST TR RA AT TE EG GY Y O OF F C CA AD DB BU UR RY Y 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 M MA AR RK KE ET TI IN NG G S ST TR RA AT TE EG GY Y O OF F
C CA AD DB BU UR RY Y . 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.





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 re-packing
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 a 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 diifferent 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, belifs, 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, bithday, 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 0%
Total 30 100%


Graph No.1: -






Table No.2: -
Discovery of Cadbury

Discover No of respondent Percentage
Advertisement 20 67%
Mouth publicity 2 6%
Saw in the shop 5 17%
Other 3 10%
Total 30 100%


Graph No. 2: -





Table No. 3: -
Product Line Prefer

Prefer No of respondent Percentage
Chocolate 15 50%
Beverage 5 17%
Candy 7 23%
Snacks 3 10%
Total 30 100%


Graph No.3: -




Table No. 4: -
Consumption of chocolate

Consumption No of respondent Percentage
Dairy Milk 17 57%
Gems 4 13%
Temptation 2 7%
5-Star 7 23%
Other 0 0%
Total 30 100%


Graph No. 4: -


Table No. 5: -
Price Range

Economical No of respondent Percentage
Yes 29 97%
No 1 3%
Total 30 100%


Graph No.5: -








Table No. 6: -
Availability of Cadbury

Availability No of respondent Percentage
Very MuchAvailable 28 93%
QuiteAvailable 2 7%
HardlyAvailable 0 0%
Total 30 100%


Graph No.6: -





Table No. 7: -
Comparison with other Brand

Comparistion No of respondent Percentage
Nestle 14 46%
Parle 6 20%
Amul 9 30%
Other 1 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, U.K., but
the journey 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.







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 may ask its
various sales representatives to estimate their future sales.
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 behavior 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.

Cadbury Case
Cadbury: The Brand
Leader since setting up in Ireland >70 years ago
Undisputed market leader with a 48% SOM
The Cadbury Family Range



Cadbury Case
Identify:
Family Brand Names
Individual Brand Names
Combination Brand Names
How would you visually identify Cadbury
Dairy Milk as a Megabrand?

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 perk,5 star,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 brnad 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?
( ) 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)
Factors Very
Important
Important Normal Least
Important
None

Flavor/taste
Price
Quality
Packaging
Form
Brand
Image
Color
Shape
Quantity


Que6. How much are you satisfied with the following factors in your preferred
chocolate? (Tick in the desired column)
Factors Very
Satisfied
Satisfied Normal Least
Satisfied
Cant Say

Flavor/taste
Price
Quality
Packaging
Form
Brand
Image
Color
Shape
Quantity
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 Brochures
Hoarding Display
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 10-20
20-30 Above 30
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




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
behavior of consumer in selection of chocolates.
The relevance of the study is to survey the product performance and buying
behavior 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 favorite
chocolate.
PRICING RESEARCH:
This includes ability to consume, to pay for the product, how much a person can
spend on his/her favorite 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 media-
mix 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 flavor/taste, quality and image and due to its
hard form. Some people often like to have a chocolate with good flavor, 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 favorite chocolate, and sometimes some of
them go for small and family pack.
















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.













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













QUESTI ONNAI RE 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

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.















CONTENTS

Acknowledgement
Certificate
Declaration by the candidate
Preface

Company profile
Introduction
History
Major Player
Product overview
Marketing strategy of Cadbury
Objectives
Research methodology
Data analysis & interpretation
Findings
Limitation
Suggestion
Conclusion
Bibliography
Questionnaire