PREFACE

Marketing should not be looked upon in a vacuum or in isolation. It is an essence taking a view of the whole business organization and its ultimate objective concern for marketing must penetrate all areas of the enterprise. Market survey in todays competitive world is a must for every organization. This project is a study of market potential of Cadbury . The rational behind this particular study is to find out the present market scenario of various brands & to find out the corporate need and perception. It was a pleasurable experience to conduct a research on behalf of Cadbury Automobile Sector. Conclusion and there by recommendation has been arrived at by proper and justified interpretation of the result derived from the above said analytical tools and techniques. pertaining to the study of the

ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected , Head of Department Dr. Thakur Sir, Dr. Priyanka Mam Department of FMS , DR. HARI SINGH GOUR UNIVERSITY SAGAR , for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Dr. Priyanka Mam He rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.

(PAVAN SAHU) B.B.A.......... Semester

DELCLARATION BY THE CANDIDATE

Date : I declare that the project report titled " CADBURY " on Market Segmentation is nay own work conducted under the supervision of Dr. Priyanka Mam Department of Faculty of Management Study , Dr. Hari Singh Gour University Sagar To the best of my knowledge the report does not contain any work , which has been submitted for the award of any degree , anywhere.

(PAVAN SAHU ) B.B.A IST Semester

CERTIFICATE
The project report titled " CADBURY " been prepared by MR. PAVAN SAHU BBA Ind Semester , under the guidance and supervision of Dr. Priyanka for the partial fulfillment of the Degree of B.B.A.

Signature of the Supervisor

Signature of the Head of the Department

Signature of the Examiner

CONTENTS
TOPIC TITLE 1. 2. Preface Acknowledgement PAGE NO.

3. 4. 5. 6. 7. 8. 9.
10 11 12 13 14 15 16 17 18

Declaration of the Candidate Certificate Introduction of Cadbury History of Cadbury Scope of the Study Limitation of the Study Research Methodology Market Segmentation Company Comparison Data analysis & Interpretation Swot Analysis of Cadbury Findings Suggestions & Recommendation Conclusion Bibliography Questionnaires

INTRODUCTION
In this research I have survey the product performance and buying behaviour of two famous brands of chocolates Cadbury , which are consumed by people of all ages. During this research I have interacted with people of Sagar. After this research I came to know how people perceives these products on the variables like price, quality, advertisement, satisfaction, taste,

packaging, brand loyalty etc. I also came to know which particular brand of chocolate is most preferred by people of different age groups. In this research I have surveyed that how frequently and how much chocolate they consume, whether they buy small, big or family pack. Trend of ongoing changes in their likings has been shown in the report. In this report I have tried to explain the entire research and facts product wise.

HISTORY
With the entry of multinationals and home companies sprucing up their act, the confectionery market is booming. McKinsey & Co. has estimated the confectionery industry to touch a whopping Rs. 6 500 crore by the year 2008. Till the eighties, the chocolate market was small and the product category itself was fuzzy. In the eighties, Cadburys - the virtual monopolist had decided to focus its efforts on making chocolates a distinct category with an identity of its own. And the marketer had sharply positioned its product at children to do that. Hence, chocolates bore an Only for kids tag, and kept adults at bay. By the

end of the eighties, Cadburys still ruled the roost with over 80 percent market share. And though several brands - like Amul and Campco - tried to break into the market, none of them had succeeded in shaking the leaders grip. In fact, Cadburys had become a brand virtually generic to chocolates. Then chocolates were used to reward and reinforce positive behaviour and hence were categorised as a luxury reserved for special occasions. This was, a stark contrast to the west where chocolates were snacked on, eaten as mini meals or just to suppress pangs of hunger. But constant working by players like Cadburys (re-launch of Cadburys Dairy Milk targeting adults and as a casual any-time buy) and Cadbury towards exploding the myth that chocolates are meant for children only, has resulted in the segment booming. Trends in the Industry With socio-economic changes rapidly taking place, the young and not so young population will lead a new life style and chocolate eating is definitely going to be widespread and acceptable. In the industry, both population and family incomes as well as urbanisation are on the increase. There has been a significant growth in the middle class, with 5.8 million people having upgraded to the quoted middle class. There is quantified data on FMCG usage having increased (NRS-VI & IRS98 figures) Thanks to the above reasons the growth in the chocolate market is estimated to be at 22% in 2001. But marketers in the industry are looking forward to a much higher growth rate, as Indias per capita consumption of chocolates is only 15 Gms. Versus 6 Kg in the west. The Indian Chocolate market can be sliced into four parts.

1. Moulded Chocolate Segment - comprising slab chocolates like Dairy milk chocolates, etc. These are made by pouring the ingredients into moulds. 2. Countline Segment - comprising bars like 5 star, Bar One, Perk, Kit Kat, etc. These have ingredients other then chocolate and are usually Bar shaped, making for chunky bites. 3. Choco-Panned Segment - comprising chocolate forms like Butterscotch, Nutties, Tiffins, etc. Panned variety has different cores/centers which are covered with a layer of chocolate. 4. Sugar-Panned Segment - comprising chocolate forms such as Gems, Chocolate eclairs, etc. These generally have a sugar coating on the outside.

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 Cadbury Chocolates. There are many other brands of chocolates available but my study is limited to two major players of chocolates leaving behind the others. The scope of my study is also restricts itself to Sagar region only.

OBJECTIVES OF THE STUDY

This project is based on the comparative study consumer behavior towards Cadbury 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.

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.

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 The main source of data for the study was primary data with the help of selfadministered 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.

RESEARCH METHODOLOGY
As mentioned earlier, the objective of the study is to formulate a Marketing Strategy for any new entrant in the Indian Chocolate Industry. While recommending the said strategy detailed information from both primary and secondary sources was collected and analysed. This included: Primary Sources Four level primary information collections were undertaken.

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1. To analyse buying behaviour and in order to gain an insight into the buyer need-satisfaction level, a questionnaire was formulated and administered among 80 people. The profile of the respondents was as follows: 1. Consumers of chocolates 12 years + in SAGAR. This was since; chocolate consumption was witnessed amongst all age groups. 2. A distributor was also interviewed so as to get pertinent information regarding the most important P of FMCG marketing Place. 3. Extensive interviews were conducted with retailers in the SAGAR area. These included pan shops, grocery shops, bakeries, departmental stores, etc. They provided information on various facts of chocolate distribution such as Point-of purchase material (dispensers etc.), infrastructure problems, critical informational regarding the policies of the present players in the market, etc. Secondary Sources A number of secondary sources of information were used. These were: Information: Industry statistics, problems facing the industry, future outlook, etc. Also measures being adopted for cocoa production development. Internet websites Of Cadburys, and indiainfoline.com, askjeeves.com Extensive use of secondary information in the form of magazines/journals/newspapers clippings, such as Business World, Business Today, Business India, A&M, Brand Equity, Economic Times, etc. The methodology adopted was as follows: Industry Scenario Sketch (utilizing secondary information) Extensive Interviews held with Primary/Secondary Sources (Companies/Chocolate manufacturers Association). Extensive retailer interviews in SAGAR Area Formulation and administration of a questionnaire Formulation of the Recommended Strategy on the basis of the above mentioned Primary and Secondary Information. OBJECTIVES OF THE STUDY: 1. To get familiar with their marketing strategies separately. 2. To view the segments being targeted by these brands in the market. 3. Up to what extent do the public respond to their products?

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4. To prepare a marketing plan for any brand that is planning to enter the India Chocolate Market. 5. To be a relevant guide for any brand launch in India.

MARKET SEGMENTATION
The very word makes your mouth water. Chocolate is more than just a food: its a state of mind.

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Chocolates Chocolates! Chocolates! Every body has a liking for them, be they in the form of bar Or a tiny little gem, Or shaped like a rectangle, Or a sphere, a brick or an clair. For chocolate lovers it is fun, To have them during rain, breeze or sun. They are white and brown in color, And taste sweet and bitter Some have them in a glass of cold coffee, or in the form of a toffee. Some eat them when they are sad Some relish them when they are happy or have sweet dreams, But I feel, to have chocolates We dont need a reason, Cause we can have it Anytime, any season!

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.

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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 16th 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.

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 16th 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, who- after traveling in south America- focused on cocoa and food values, bringing a milk chocolate recipe back to England.

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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 chocolat 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, 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 united states of 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.

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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 Cadbury, 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

COMPANY COMPARISON
Cadbury India is a subsidiary of Cadbury S.A. of Switzerland. The company insists on honesty, integrity and fairness in all aspects of its business and expects the same in its relationships.

Cadbury India- Presence Across India

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Beginning with its first investment in Moga in 1961, Nestls regular and substantial investments established that it was here to stay. In 1967, Nestl set up its next factory at Choladi (Tamil Nadu) as a pilot plant to process the tea grown in the area into soluble tea. The Nanjangud factory (Karnataka), became operational in 1989, the Samalkha factory (Haryana), in 1993 and in 1995 and 1997, Nestl commissioned two factories in Goa at Ponda and Bicholim respectively. Nestl India is now putting up the 7th factory at Pant Nagar in Uttaranchal.

Cadbury Story
Nestl was founded in 1867 on the shores of Lake Geneva in Vevey, Switzerland and its first product was Farine Lacte Nestl, an infant cereal specially formulated by Henri Nestl to provide and improve infant nutrition. From its first historic merger with the Anglo-Swiss Condensed Milk Company in 1905, Nestl has grown to become the worlds largest and most diversified food Company, and is about twice the size of its nearest competitor in the food and beverage sector. Nestls trademark of birds in a nest, derived from Henri Nestls personal coat of arms, evokes the values upon which he founded his Company. Namely, the values of security, maternity and affection, nature and nourishment, family and tradition. Today, it is not only the central element of Nestls corporate identity but serves to define the Companys products, responsibilities, business practices, ethics and goals. In 2004, Nestl had around 247,000 employees worldwide, operated 500 factories in approx. 100 countries and offered over 8,000 products to millions of consumers universally. The Companys transparent business practices, pioneering environment policy and respect for the fundamental values of different cultures have earned it an enviable place in the countries it operates in. Nestls activities contribute to and nurture the sustainable economic development of people, communities and nations. Above all, Nestl is dedicated to bringing the joy of Good Food, Good Life to peoplethroughout their lives, throughout the world.

Cadbury Brands
Milk Products & Nutrition Beverages Prepared Dishes and Cooking Aids Chocolates & Confectionary

MILK PRODUCTS AND NUTRITION: NESTL EVERYDAY Dairy Whitener NESTL EVERYDAY Slim NESTL EVERYDAY Ghee NESTL MILKMAID NESTL Fresh 'n' Natural Dahi

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NESTL Fresh 'n' Natural Slim Dahi NESTL Jeera Raita NESTL MILKMAID Fruit yoghurt NESTL Milk NESTL Slim Milk BEVERAGES: NESCAF CLASSIC NESCAF SUNRISE NESTL MILO NESCAF 3 in 1 NESCAF Koolerz PREPARED DISHES AND COOKING AIDS MAGGI 2-MINUTE Noodles MAGGI Vegetable Atta Noodles MAGGI Dal Atta Noodles MAGGI Rice Noodles Mania MAGGI Sauces MAGGI Pizza Mazza MAGGI Healthy Soups MAGGI Healthy Soup- Sanjeevni MAGGI MAGIC Cubes CHOCOLATES & CONFECTIONARY NESTL KIT KAT NESTL KIT KAT LITE NESTL MUNCH NESTL MUNCH POP CHOC NESTL MILKYBAR NESTL MILKYBAR CHOO NESTL BAR-ONE NESTL FUNBAR NESTL Milk Chocolate POLO POLO Powermint NESTL Eclairs

CADBURYKITKAT

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Are crisp wafer fingers covered with choco layer? NESTL KIT KAT has a unique finger format with a breaking' ritual attached to it. NESTL KIT KAT is one of the most successful brands in the world and every year over 12 billion NESTL KIT KAT fingers are consumed around the globe.
CADBURY MUNCH

NESTL MUNCH is wafer layer covered with delicious choco layer. NESTL MUNCH is so crisp, light and irresistible that you just can't stop Munching.' NESTL MUNCH is the largest selling SKU in the category!
CADBURY MILKY BAR:

NESTL MILKYBAR is a delicious milky treat, which kids love. Relaunched in January 2006 with a Calcium Rich recipe, NESTL MILKYBAR is a favorite with parents to treat their kids with.
CADBURY BAR-ONE

is a luscious nougat and caramel with delicious choco layer. NESTL BARONE constantly reminds you that it is Time for Action'.
CADBURY Milk Chocolate:

NESTL Milk Chocolate is a milk chocolate with a delicious taste. Kids just love it!

CADBURY
~
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How Cadbury Chocolate is made

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 market. By 1913 Dairy Milk had become the company's best selling line and in the mid twenties Cadbury's Dairy Milk gained its status as the brand leader, a position it has held ever since.

5 STAR

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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

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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.

FACTORS INFLUENCING PRICING OF CADBURY

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Internal Factors Corporate and marketing objectives of the firm. The image sought by the firm through pricing. The characteristics of the product. Price elasticity of demand of the product. The stage of the product on the product life cycle. Use pattern and turn around rate of the product. Cost of manufacturing and marketing. Extent of distinctiveness of the product and extent of production differentiation practiced by the firm. Other elements of the marketing mix of the firm and their interaction with pricing. Composition of the product line of the firm. External Factors Market characteristics. Buyers behavior in respect of the given product. Bargaining power of major customers. Competitors pricing policy. Government controls regulations on pricing. Other relevant legal aspects. Societal (or social) considerations. Understanding, if any reached with price cartels. Cadbury objective of pricing Profit maximization in the short-term. Profit optimization in the long-term. A minimum return (or target return) on investment. A minimum return on sales turnover. Targets sales volume. Target market share. Deeper penetration of the market. Entering new markets. Target profit on the entire product line irrespective of profit level in individual products. Keeping competition out, or keeping it under check. Fast turn around and early cash recovery. Stabilizing prices and margins in the market.

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figure:1

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DATA ANALYSIS & INTERPRETATION

Chocolate is a product which is like by the all age group of people. According to the survey 83% of people says yes they eat chocolate and 17% say no they are not eating chocolate. May be the reason behind that is they are not eating chocolate on daily or weakly basis or may be they are eating any other brand of chocolate.

figure:2

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Analysis & Interpretation:

There are many brands available in the market. But the market leaders in India are basically two brands like Cadbury & Cadbury. According to survey 64% of the market is captured by the Cadbury and only 36% of the market is covered by the Cadbury. To capture the market the company should do more advertising and sales distribution. And also should maintain quality of the product compare to the competitors.

figure:3

figure:4

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Analysis & Interpretation:

In this survey Cadbury is having five sub-brands like kitkat, Munch, Milkybar, Barone,milk chocolates and their consumption are like kitkat 33% ,munch 56 ,milky bar 3% ,bare one 5% ,and milk chocolate 3%. And if we talk about Cadbury the sub-brand of the Cadbury is dairymilk, 5 star, perk, celebration and Temptation and their consumption are like dairy milk 62%, 5 star 17%, perk 14%, celebration 2% and Temptation 5%. According to the survey the highest selling product is Cadbury.

Rank the sub-brands of chocolates according to your preference CADBURY

figure:5
CADBURY

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figure:6

Analysis & Interpretation

In this survey I found that the most selling product is Munch the sub-brand of Cadbury the Munch has capture the 50% of the market as compared to the Cadbury product the highest selling product of Cadbury is Dairy milk which captured the market stake of 47% which is as compared to Much 20%less which is a good sigh for Cadbury and the less consumption of the Cadbury product is Milk bar & Milk Chocolate the market share is only 3% and in Cadbury less selling product are Celebration and Temptation the reason behind this is they are too Costly to consume. And it can only use occasionally.

Which form of a chocolate do you like?

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figure:7

Analysis & interpretation:

Every person have there own taste and preferences towards the eatable product in chocolates there are four varieties available in the market among this 47% of the consumer like hard chocolates, 29% of the consumer like crunchy chocolates, 18% of the consumer like nutties chocolates & only 6% of the consumer like Chew chocolates.

What pack do you purchase?

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figure:8

Analysis & Interpretation:

The chocolates are available in the market in different packaging like small, big, & family pack, from the survey we can say that the consumption of the chocolates are more eaten by the teenage group so they more prefer the small packaging because of there availability in market is good and most important thing is its very much affordable. According to the survey 73% are using small pack, 17% are using big pack of the chocolates, 10% are consuming family pack because of there high price. So we can easily see that the consumption of small pack is having boom in the market compare to other packaging

Which promotional offers attract you most?

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figure:9
Analysis & Interpretation: To sell out the product there are many promotions activity conducted by the company to face the competition the offer give by the company are like free gift, price offer, or any other scheme. In this 12% are giving the free gift offer (scratch the card scheme), 84% are directly giving the price offer, and 4% giving the any other kind of scheme.

Which of these factors affects your purchase?

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figure:10

Analysis & Interpretation: There are many factors affecting at the time of purchase. So company is doing promotional activities to acquire the desired target of the product. Basically there are six main type of the promotional activities like 69% of the advertisement, 1% of the suggestions, 2% of the attractive display, 0%of the doctors advice, 21% of the companies are using Brand Ambassadors in there advertisement, 7% of the ingredients. So all this factors are affecting the purchase.

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Using brand ambassador by Cadbury.

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SWOT ANALYSIS OF CADBURY

STRENGTHS
The SWOT analysis of CADBURY clearly indicates the strengths of Cadbury as a Brand in Indian market. The Brand was found to be a leader in its category ofCadbury , with strong customer loyalty. Intensive distribution of Cadbury as a Brand was seen in urban areas of the country. The major threats of the brand as shown in the figure below indicates that Cadbury has made several attempts to revamp itself as a Healthy Product but till date its perseverance towards the tag line is low by the consumers. The brand is in the growth stage of product life cycle with a strong inclination towards the maturity stage.
STRENGTH Market leader in their segment Strong brand loyal consumer base Wide range of distribution channel Product according to the need of Indian consumer Innovative Product WEAKNESS Product are dependent on each other Not so much presence in rural market

SWOT ANALYSIS

OPPORTUNITY Increasing number of working youth Product has been acceptable in youth category Shift to rural market Changing preference of consumer towards Chinese food and fast food. Can foray into other food markets with its strong Brand name

THREAT Price war with competitors. Strong presence of regional competitors Consumers dont perceive it as a Healthy Product

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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 mediamix and measuring advertising effectiveness. From the one and half month experience of our research project with Consumer preference towards Cadbury 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.

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They are given as under:

By doing the comparison of Cadbury 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.

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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. Cadbury 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.

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CONCLUSION
A survey of the people has been conducted to know the liking pattern of the two products Cadbury and Cadbury. It is observed that overall people like to eat Cadbury brand rather than Cadbury. 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.

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BIBLIOGRAPHY
Kotler Phillip, Marketing Management, Millennium edition. (Prentice hall of India). Business today Business World, Business India, A&M, Brand Equity, Economic Times CMIE reports www.indiainfoline.com www.domain_b.com www.agencyfaqs.com
www.Cadbury.in

www.nil.com www.cadburys.com www.web-enable.com/industry/enabling-scm.asp indiainfoline.com askjeeves.com

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DEPARTMENT OF BUSINESS MANAGEMENT SWAMI VIVEKANAND INSTITUTE OF TECHNOLOGY , SAGAR QUESTIONAIRE

Researcher's Name : Mr.Sukhmal Jain ___________________ Class : B.B.A. I st Sem Gender : ________________________ Address : Name of Person :

Age : _____________________________ Occupation :

Q.1

Do you know about Cadbury ? a. Yes. b. No.

Q.2. Have you used Cadbury ? a. Yes. b. No.

Q.3 How Often Sales Promotion Schemes are offered on Tajmahal Tea
a. 6 months 1 year Q,4. b., 3-6 months c. less than 3 months.

Rate the following factors you consider are important for building brand Image. a.Price d. Looks e. b. Clarity c. Durability

Quality

Q 5.

What do you look for while purchasing Tajmahal Tea ? Please rank in order of importance? a. c. Comparative Advantage Scheme/Discount/Free Gift b. d. Price Quality

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