INTRODUCTION

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

Advertisingis a form ofcommunicationused topersuadean 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; includingtraditional mediasuch as newspapers, magazines, television, radio, outdoor or direct mail; ornew mediasuch as websites and text messages.

Commercial advertisers often seek to generate increasedconsumptionof theirproductsorservicesthrough "branding," which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds ofconsumers. 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 organizationsmay rely on free modes of persuasion, such as apublic 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 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.

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.

TheVarietiesThere 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.

TheHarvestImmediately 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.

FermentationThe fermentation process is decisive in the production of high quality raw cocoa. The technique varies depending on the growing region.

DryingAfter 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.

CleaningBefore 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.

RoastingThe 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.

CrushingandshellingThe roasted beans are now broken into medium sized pieces in the crushing machine.

BlendingBefore 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.

GrindingThe 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.

CocoaButterThe 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:

KneadingIn 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.

RollingDepending 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.)

ConchingBut 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 corporate office is in Mumbai.

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! 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 60,00people. 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 in 1824 John Cadbury opened in Birmingham 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 a 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 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

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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

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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 fiveflavoursvariants - Roast Almond Coffee, Honey Apricot, Mint Crunch, Black Forestand 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 penetrationin 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

NO OF RESPONDENCE

% OF RESPONDENCE

DAILY

6

12%

WEEKLY

15

30%

FORNIGHTLY

5

10%

OCCASSIONALLY

24

48%

Q2.Which brand of chocolates do you prefer?

OPTIONS

NO OF RESPONDENCE

% OF RESPONDENCE

Cadbury

41

82%

Nestle

5

10%

Amul

1

2%

Other

3

6%

Q3. WHICH TYPE OF CHOCOLATES DO YOU PREFER?

OPTIONS

NO OF RESPONDENCE

% OF RESPONDANCE

HARD

27

54%

CRUNCHY

14

28%

CHEW

2

4%

NUTTIES

7

14%

Q4 HOW MANY OF THESE BRANDS YOU ARE AWARE OF CADBURY?

OPTIONS

NO OF RESPONDENCE

% OF RESPONDENCE

DAIRY MILK

0

0%

5 STAR

0

0%

PERK

0

0%

CRACKLES

4

8%

TEMPTATION

0

0%

ALL THE ABOVE

46

92%

Q5 FROM WHERE YOU WANT TO PURCHASE CHOCOLATES?

options

No of respondence

% of respondence

SWEET SHOP

1

2%

CONFECTIONARY

43

86%

RETAIL SHOP

6

12%

CO. SPEALITY STORE

0

0%

Q6.WHICH OF THESE FACTORS AFFECTS YOUR PURCHASE?

OPTIONS

NO OF RESPONDENCE

% OF RESPONDENCE

TASTE

27

54%

ADVERTISEMENT

21

42%

BRAND AMBASSADOR

2

4%

ATTRACTIVE DISPLAY

0

0%

Q7 DOES THE ADVERTISING PROVOKES TO BUY THE MORE?

OPTIONS

NO OF RESPONDENCE

% OF RESPONDENCE

YES

32

64%

NO

4

8%

SOMETIMES

14

28%

Q8 IF ADVERTISEMENT AFFECTS YOUR PURCHASING THEN WHICH MEDIA YOU CONSIDER MORE EFFECTIVE?

OPTIONS

NO OF RESPONDENCE

% OF RESPONDENCE

TELEVISION

48

96%

MAGAZINES

1

2%

HOARDING

0

0%

RETAIL SHOP DISPLAY

1

2%

Q9 WHICH ADVERTISEMENT PUNCHLINE AFFECTS YOU THE MOST?

OPTIONS

NO OF RESPONDENCE

% OF RESPONDENCE

KHAO OR KHO JAO

3

6%

PAPPU PASS HO GAYA

27

54%

AAJ PEHALI TARIKH HAI

6

12%

METHE MEIN KYA HAI

14

28%

Q10.HOW MUCH YOU ARE IMPRESSED WITH AMITABH BACHCCHAN AS CELEBRITY OF CADBURY?

OPTIONS

NO OF RESPONDENCE

% OF RESPONDENCE

VERY MUCH IMPRESSED

12

24%

IMPRESSED

31

62%

NOT IMPRESSED

3

6%

CANTSAY

4

8%

Q11- UP TO WHAT EXTEND DO YOU THINK THAT ADVERTISEMENT OF CADBURY CAN AFFECT THE TRADITION OF PURCHASING SWEETS DURING FESTIVALS OR OCCASSIONS?

OPTIONS

NO OF RESPONDENCE

% OF RESPONDENCE

UPTO 10%

12

24%

10-20%

20

40%

20-30%

11

22%

30& ABOVE

7

14%

Q12. WHICH CONTENT OF CADBURY CHOCOLATES ADVERTISEMENT YOU LIKE MOST?

OPTIONS

NO OF RESPONDENCE

% OF RESPONDENCE

WARMTH OF RELATIONSHIP

21

42%

XPRESS JOY IN MOMENT OF SUCCESS

22

44%

MOUTH WATERY TASTE

7

14%

ANY OTHER

0

0%

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.aphrodite-chocolates.co.uk/history_chocolate.htm

http://www.google.com

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

_1366945298.xls

Chart1SWEET SHOPCONFECTIONARYRETAIL SHOPCOMPANY'S SPECIALITY STORE

PURCHASES CHOOLETES

0.02

0.86

0.12

0

Sheet1PURCHASES CHOOLETESSWEET SHOP2%CONFECTIONARY86%RETAIL SHOP12%COMPANY'S SPECIALITY STORE0%To resize chart data range, drag lower right corner of range.

_1366953461.xls

Chart1KHAO OR KHO JAAOPAPPU PASS HO GAYAAAJ PEHALI TARIKH HAIMETHE MAIN KYA HAI

ADVERTISEMENT PUNCHLINES

0.06

0.54

0.12

0.28

Sheet1ADVERTISEMENT PUNCHLINESKHAO OR KHO JAAO6%PAPPU PASS HO GAYA54%AAJ PEHALI TARIKH HAI12%METHE MAIN KYA HAI28%To resize chart data range, drag lower right corner of range.

_1366961679.xls

Chart1UPTO 10%UPTO 10%10-20%10-20%20-30%20-30%30&ABOVE30&ABOVE

ADVERTISEMENT AFFECT TRADITION OF PURCHASING SWEETS

Column2

0.24

0.4

0.22

0.14

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_1367097067.xls

Chart1CADBURYNESTLEAMULOTHERS

BRANDS OF CHOCOLATES

0.82

0.1

0.02

0.06

Sheet1BRANDS OF CHOCOLATESCADBURY82%NESTLE10%AMUL2%OTHERS6%To resize chart data range, drag lower right corner of range.

_1366964348.xls

Chart1WARMTH OF RELATIONSHIPXPRESS JOY IN MOMENT OF SUCCESSMOUTH WATERY TASTEANY OTHER

CONTENT OF CADBURY CHOCOLATES ADVERTISEMENT

0.42

0.44

0.14

0

Sheet1Column1CONTENT OF CADBURY CHOCOLATES ADVERTISEMENTWARMTH OF RELATIONSHIP42%XPRESS JOY IN MOMENT OF SUCCESS44%MOUTH WATERY TASTE14%ANY OTHERTo resize chart data range, drag lower right corner of range.

_1366960414.xls

Chart1VERY MUCH IMPRESSEDVERY MUCH IMPRESSEDIMPRESSEDIMPRESSEDNOT IMPRESSEDNOT IMPRESSEDCAN'T SAYCAN'T SAY

IMPRESSED WITH CELEBRITY

Column2

0.24

0.62

0.06

0.08

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_1366946162.xls

Chart1YESNOSOMETIMES

ADVERTING PROVOKES

0.64

0.08

0.28

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_1366946640.xls

Chart1TELEVISIONMAGAZINESHOARDING 0%RETAIL SHOP DISPLAY

IF ADVERTISMENT WHICH MEDIA EFFECT

0.96

0.02

0.02

Sheet1IF ADVERTISMENT WHICH MEDIA EFFECTTELEVISION96%MAGAZINES2%HOARDING 0%RETAIL SHOP DISPLAY2%To resize chart data range, drag lower right corner of range.

_1366945742.xls

Chart1TASTEADVERTISMENTBRAND AMBASSADORATTRACTIVE DISPLAYS

FACTORS AFFECTING PURCHASE

0.54

0.42

0.04

0

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_1366934170.xls

Chart1HARDCRUNCHYCHEW4th Qtr

TYPE OF CHOCOLATES

0.54

0.28

0.04

0.14

Sheet1TYPE OF CHOCOLATESHARD54%CRUNCHY28%CHEW4%4th Qtr14%To resize chart data range, drag lower right corner of range.

_1366944920.xls

Chart1DAIRY MILK 0%5 STAR 0%PERK 0%TEMPTATION 0%CRACKLESALL THE ABOVE

BRAND AWARENES OF CADBURY

0.08

0.92

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_1366613956.xls

Chart1DailyWeeklyFornightlyOccassionally

Often eat Chocolates

0.12

0.3

0.1

0.48

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