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CONTENTS
Sr.no Particular Page no.
1
Introduction to Consumer Behaviour

1.1 Meaning and Definition 3
1.2 Components of consumer behaviour 4
2 Need for studying consumer behaviour 5
3 Research methodology
3.1 Primary and Secondary Data 6
3.2 Limitations 7
4 Conceptual framework
4.1 Factors for success 8
4.2 Future Plan 9
5 Company profile of Cadbury 10
6 SWOT Analysis of Cadbury 12
7 Segmentation, targeting, positioning of Cadbury 14
8 Marketing strategy of Cadbury (4 Ps)
8.1 Product 17



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8.2 Price 20
8.3 Place 21
8.4 Promotion 23
9 9.1 Analysis of Survey 34

9.2 General questions 53
10 Conclusion 59
11 Recommendations 60




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Introduction
Consumer behaviour:
Consumer Behaviour may be defined as the interplay of forces that takes place
during a consumption process, within a consumers self and his environment.
This interaction takes place between three elements viz. knowledge, affect and
behaviour;
It continues through pre-purchase activity to the post purchase experience;
It includes the stages of evaluating, acquiring, using and disposing of goods
and services.
The consumer includes both personal consumers and business/ industrial/
organizational consumers. Consumer behaviour explains the reasons and logic that
underlie purchasing decisions and consumption patterns; it explains the processes
through which buyers make decisions. The study includes within its purview, the
interplay between cognition, affect and behaviour that goes on within a consumer
during the consumption process: selecting, using and disposing of goods and services.
Consumer behaviour is dynamic and interacting in nature. The three components of
cognition, affect and behaviour of individuals alone or in groups keeps on changing;
so does the environment. There is a continuous interplay or interaction between the
three components themselves and with the environment. This impacts consumption
pattern and behaviour and it keeps on evolving and it is highly dynamic.







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Components of consumer behaviour:
1.
Cognition:





This includes within its ambit the knowledge, information
processing and thinking part; It includes the mental processes
involved in processing of information, thinking and interpretation of
stimuli (people, objects, things, places and events). In our case, stimuli
would be product or service offering; it could be a brand or even
anything to do with the 4Ps.
2. Affect:




This is the feelings part. It includes the favourable or unfavourable
feelings and corresponding emotions towards a stimuli (e.g. towards a
product or service offering or a brand). These vary in direction,
intensity and persistence.

3.
Behaviour:


This is the visible part. In our case, this could be the purchase
activity: to buy or not a buy (again specific to a product or service
offering, a brand or even related to any of the 4 Ps).






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Need for studying consumer behaviour
Consumer behaviour is said to be a study of how individual make decision on how to
spend their available resources (time, money, effort) on various consumption related
items. Consumer behaviour tells the market to resolve every activity around the
ultimate consumer and gauge their behaviour by specially focusing. Thus it will be
very important to understand what and how much them to evaluate the goods and
services offerings.
Who buys the product and services?
How do they buy product or services?
Where do they buy them?
How do they buy them?
Why do they buy them?
How often they use them?
These questions help in understanding better what facts that influences the decision
making process of the customer. The decision making process identifies which people
are involved in this process and describe a role to them like user, decider, buyer,
influencer or initiator.



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Research methodology

Achieving accuracy in any research requires in depth study regarding the subject.
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 the comprehensive analysis of consumption of Cadbury
products consumed by the people. The data had been used to cover various aspects
like consumption, consumers preference and customer satisfaction. The data which is
collected for the purpose of study is divided into two bases:-

PRIMARY DATA COLLECTION SECONDARY DATA COLLECTION

Def.: Primary data are original first hand
data collected by the researcher through
surveys, interviews, observation &
experimentation. Questionnaires are used
for the collection of primary data. Such
data are more valuable as the data are
fresh, reliable & tailor-made.

Def.: Secondary data are published by
some outside agency like trade journal for
research purpose. Such data already exist
somewhere having being collected for
some other purpose.

Primary data will be collected from
Customers feedback by questionnaire.

Secondary data will be collected from
Books, journals & internet sites.

1). Primary data: The data has been collected directly from respondents with the help
of structured questionnaires. There were total 30 respondents in my project research.
2). Secondary data: Secondary data for my project was collected from internet and
references from library, etc.




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Limitations
In attempt to make this project true and reliable, every possible aspect of the topic
was kept in mind. Never the less, there were certain restriction during the formulation
of this project. The main limitations are as follows:-
Due to limitation of time only few people from a particular small geographic
area were selected for the study. So the sample of consumers was not enough to
generalise the study.
The main source of data was collected with the help of self administered
questionnaires & personal observation. Hence, the chances of unbiased
information are less.
Respondents may not be fully aware of their reasons for any given answer
because of lack of memory on the subject.





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Conceptual framework
Factors for success:
1) Extensive distribution network: Cadburys brands are available in over a million
outlets across the country. The distribution network directly covers almost the entire
urban population. The company has invested significantly in building such an
extensive network. The company uses Information Technology to improve its
logistics and distribution competitiveness. Cadbury has improved the distribution
quality of its products with the installation of refrigerators at several outlets. This
helps in maintaining product quality in summer.
2) Creation of strong brands: Cadbury owes its success to strong brand equity and
resultant consumer preference that it enjoys in India. The company has built strong
brand equity through consistently high product quality, relevant, insightful and
entertaining communication. Cadbury has developed new channels for marketing its
brands such as Gifting and Snacking. The company places great emphasis in ensuring
display dominance at the point of purchase.
3) Customisation of products for India: Cadbury India has spent time in
understanding the Indian Consumers. Leveraging its 55 years of experience in India,
the company has customised its products to the Indian markets. It also offers products
at affordable price points so as to increase its market penetration.
4) Leveraging the India Advantages: Though, India contributes to less than 5 per
cent of the global revenues today, India is critical to the global strategy of the
company
5) Managerial Talent: Cadbury has begun recruiting management graduates in India
to serve its global operations.
6) Huge market potential: India offers huge market potential and is a priority market
for Cadbury. The company also leverages India as a manufacturing base for
producing products for the overseas market. Cadbury India has 4 company owned
factories and as many third party manufacturing contractors. It also has a wide Sales



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& Distribution. Infrastructure consisting of 33 depots is managed by 4 regional sales
branches across India.
Future plans of Cadbury
Cadbury India is to invest more than Rs 1,000 crore in setting up a plant in
Andhra Pradesh which will the company's largest manufacturing plant in Asia
Pacific.
The project will be developed in four phases. The first phase is expected to be
completed by mid-2015 and final completion is scheduled by 2020, the
company said in a statement.
The multi-category food campus will be the largest chocolate manufacturing
plant in India and the largest Mondelez International manufacturing facility in
Asia Pacific.
Cadbury India also signed an agreement with Sri City to take on lease 134
acres of land for the proposed facility. The new facility is expected to create
close to 1,600 direct jobs by 2020.
Cadbury India expects strong growth in India in future. The company plans to
increase the franchise of its existing brands and continues to explore new product
opportunities including adjacent market opportunities.
Cadbury India is also looking for more opportunities in the SAARC region.










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Company profile of Cadbury
Cadbury began its operation in 1948 by importing chocolates. Cadbury India is a fully
owned subsidy of Kraft Foods Inc. The combination of Kraft Foods and Cadbury
creates a global powerhouse in snacks, confectionery and quick meals.
With annual revenues of approximately $50 billion, the combined company is the
world's second largest food company, making delicious products for billions of
consumers in more than 160 countries. We employ approximately 140,000 people and
have operations in more than 70 countries.
Our core purpose "make today delicious" captures the spirit of what we are trying to
achieve as a business. We make delicious foods you can feel good about. Whether
watching your weight or preparing to celebrate, grabbing a quick bite or sitting down
to family night, we pour our hearts into creating foods that are wholesome and
delicious.
Vision: The Barrow Cadbury Trusts vision is of a peaceful, equitable society, free
from discrimination and based on the principle of social justice for all.
Growth: Its growth priority is represented by the mantra-fewer, faster, bigger, better.
Efficiency: They maintain a focus on cost and efficiency by reducing central
functions and cost consolidating their business and reconfiguring their manufacturing
and distribution.
Capability: Their capability priority ensures they continue to invest in the right
organization and skills to win.
Mission:
To provide with tempting and exquisite taste as enticing treats means a mouth
watering treat which is simply irresistible. Cadbury means quality this is the
promise of Cadbury. Its reputation is too built upon quality.


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Awards in India
Cadbury India wins the EMVIES 'Media Client of the Year' in September 2012
Cadbury India wins the "Client of the Year" title at the EFFIES 2012
Ranked 4th amongst India's 50 Most Admired companies by Fortune India
Best Suppliers awards (overall & processed foods category) at the Spencer's
Best Supplier Awards
10 Advertising Awards at Goa fest 2012
Oreo Togetherness Mela wins Gold at EEMAX Awards 2012
Bournvita Quiz Contest wins best kids program at India Telly Awards
Reader's Digest 'Most Trusted Brand 2009'
Asian Marketing Effectiveness Awards 08
Cadbury India ranked 7th Great Place to Work in India No. 1 FMCG Company
Great Place to Work 2007
Cadbury also won 4 gold and 2 silver awards for the following campaigns:
Gold:
CDM Shubharambh for Consumer products
CDM post dinner meetha for Consumer products
Cadbury Celebrations for Consumer products
CDM Shubharambh for Integrated campaign of the year across categories.
Silver:
Oreo for consumer products
Reader's Digest 'Most Trusted Brand 2009'





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SWOT Analysis of Cadbury
SWOT Analysis is the method to evaluate the Strength, Weakness, Opportunity and
Threats involved in an organization. It includes identifying the internal and external
factors that are favourable or unfavourable to achieve the objectives of the
organization.

Strength:
1. Largest global confectionery supplier.
2. Market leaders in three sectors: Chocolates, Confectionery and food drinks
3. Cost of Production is low due to economic of scale which leads to higher profit and
better market penetration.
4. High financial strength.
5. Strong brand name and leader in innovations.

Weakness:
1. Poor technology in India as compared to other nations
2. Limited key products as it is depended only on chocolates and beverage market
compared to other competitors.





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Opportunities:
1. Growing middle class and growing urban population.
2. Increasing gifts cultures.
3. Substitute to Mithais with higher calories/cholesterol.
4. Increasing concept in departmental stores desire @ at cash counters.
5. Opportunity increases with increase in market shares by acquisition.
6. Transfer production to low cost countries where labour cost and raw material will
be cheap.
7. Introduction of new products with low fats.

Threats:
1. Due to highest brand equity and low cost, it is successful in India.
2. Globalization will bring in better brands for upper end of the market.
3. High fats and calories in the products of Cadbury may reduce the demand of the
consumers who are conscious of nutrition and healthier lifestyles.
4. Competitive pressure from other national and global suppliers




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Segmentation, targeting, positioning of Cadbury dairy milk

Segmentation:-
The segmentation of the market for dairy m ilk is based on three things. The first one
being based geography. Geographically, dairy milk bars are segmented by consumer
preferences in the area and are sold more predominantly in a region which consumes
more snack/junk food. The other type of segmentation is catering to the impulse
purchasers. These types of consumers form a major chunk of the consumer base that
the product caters to. Dairy milks are often stocked in convenience stores and the
check-out aisles of supermarkets due to impulse purchasers who are buying the
chocolates for purchase and consumption now. The other segment is gift segment.
Targeting:-
Starting from 1905 the purchases of dairy milk have changed from child to all groups.
When Cadbury started its operation in India their main buyers were children and the
youth who bought chocolates for special occasion. This limited the market for
Cadbury dairy milk. This is a reason that Cadbury dairy milk. This is the reason that
Cadbury came out with the campaign of (kuch meetha ho jaye) to make dairy milk
synonymous with sweet so that it could target all the age groups. In India it was a
mentality that chocolates are for children and the adults were more inclined towards
to the conventional sweets.







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Positioning:-
Cadbury dairy milk excels at positioning. Not only can the chocolates bars have many
different positions based on which segment they are in, but also none of the positions
damper the effects other positions! Youth see with word Cadbury as a synonym for
chocolates, others see it as synonyms for sweet and love and bliss. In India it
positioned itself as spontaneous, special, carefree, real moments in the initial stag. But
later it tried to position itself as a brand that is synonymous with sweets. The most
recent campaign tries to take forward the initial positioning of Dairymik as an
alternative for traditional sweet.






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Marketing strategy of Cadbury:
Product: Currently Cadbury operates in four categories i.e. chocolate confectionary,
milk food drinks, candy and gums category.
Chocolates: Cadbury dairy milk
Cadbury celebration
Bornville
Five star
Perk
Gems
Toblerone
Beverages: Bornvita
Tang
Biscuits: Oreo
Candy: Halls
clairs
Gums: Bubbaloo



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Cadbury products


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Price: Cadbury dairy milk has always adopted a competitive strategy for the basic
product whereas it has gone for premium prices on the other variants. Since Cadbury
is positioned towards a very large audience from ages 4- 50years, the pricing strategy
is extremely affordable and easily accessible to all categories. The price list is as
follows:-
Product Pack size Rate
Dairy milk 9.2 gram, 17 gram, 38
gram
Rs 5, Rs 10, Rs 22
Dairy milk shots 18.6 grams Rs10
Dairy milk crackles 42 grams Rs 35
Dairy milk Roast Almonds 42 grams Rs 35
Dairy milk Fruit and Nut 42 grams Rs 35
Dairy milk Silk 60 grams, 145 grams Rs 55, Rs 125
Five star (clairs) 10 grams, 15 grams, 30
grams
Rs 2, Rs 5, Rs 10
Five star (crunchy) 30 grams Rs 12
Five star (fruit and nut) 45 grams Rs 23
Cadbury Five Star Jelly 10 grams, 15 grams, 30
grams
Rs 2, Rs 5, Rs 10
Perk 10 grams, 15 grams Rs 2, Rs 5
Oreo 120 grams Rs 27
bubbaloo - Rs 1
clairs - Rs 1





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Place: It today has 5 company-owned manufacturing facilities at Thane, Induri
(Pune), Malanpur (Gwalior), Bangalore & Baddi (Himachal Pradesh) & 5 sales
offices in 5 metros. The corporate office is in Mumbai. It works as teams to convert
products into brands. Cadbury enjoys a value market share of over 70% - the highest
Cadbury brand share in the world.






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Cadbury has over 70% of the total market share in India.



Market share in global confectionery, in percentage terms (202-brands)
Companies All Confectionery Chocolate Gum Candy
Cadbury 9.9 7.5 25.7 7.2
Mars 9.0 14.8 - 3.0
Nestle 7.8 12.6 0.1 3.2
Wrigley 5.8 - 35.9 2.7
Hershey 5.5 8.2 1.1 2.7

market share of cadbury
India
Srilanka
Australia
Brazil
USA
UK
Rusia


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Cadbury advertisements
Cadbury Dairy milk


Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared
values such as family togetherness, to the personal values of individual enjoyment. It
stands for goodness. A moment of pure magic!
Cadbury Dairy Milk (CDM) entered the Indian market in 1948, in the early days; the
brand had a huge fan following among kids. In order to build stronger appeal among
older age groups, the brand re-positioned itself through the classic Real Taste of
Life campaign in 1994. The campaign positioned Cadbury Dairy Milk as the
chocolate that awakened the little child in every grown up and very soon, both
teenagers and adults, were hooked on to this bar of pure magic.
With the launch of the Rs. 5 pack in 1998, CDM became more affordable and hence
more accessible for the masses. The ensuing positioning of Khaane Waalon ko
khaane ka Bahana Chhayie made consumption into a joyful, social occasion.



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In 2004, the `Kuch Meetha Ho Jaaye campaign was launched, seeking to increase
CDM consumption by making it synonymous with traditional sweets (Mithai). With
Amitabh Bachchan as the face and voice of the brand, the campaign went on to
become a huge success. People could relate to the commercials that were aired to
promote Cadbury Dairy Milk. How many can forget the `Pappu Pass Ho Gaya
commercial? The country cheered on as Pappu fell in love in the Pappu Love Test
commercial. Then came Miss Palampur and the country celebrated the beauty
pageant with a difference. In 2009, we aired another commercial under the `Kuch
Meetha Ho Jaaye platform, called the `Pay Day commercial.
In the year 2010, the `Shubh Aarambh campaign was launched, drawing lines from
the traditional Indian custom of having something sweet before embarking on
something new. With `Shubh Aarambh, Cadbury took the Dairy Milk journey a step
further into the hearts of its million lovers.




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Cadbury dairy milk shots



An innovative format of sugar coated chocolate made to withstand the rural
temperature fluctuations. Positioned as chocolate laddoo and priced at Rs. 2 for 2
pieces, the attempt was to introduce the product to consumers as the perfect value-for-
money accompaniment for their small celebratory occasions. Multiple campaigns
from the brand have established the name Shots and laddoo amongst kids, teens
and adults. These chocolate laddoos are the new affordable alternative to sweet with
a new tagline Mann Me Laddu Futa



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Cadbury dairy milk silk

Most CDM lovers thought that nothing could taste better, but CDM Silk came as a
welcome surprise! It is creamier, smoother, and tastier. Its dome shaped cubes pack
more chocolate and hence provide a superior eat experience.
Launched in January 2010, with a tantalizing taste that tempts the taste buds, CDM
Silk delivered an exquisite chocolate eating experience in the Indian market.
The advertising highlights the joy of savouring CDM Silk and builds on its creamy
and smooth experience that instantly melts in your mouth. This brand promise was
beautifully captured by the tagline Have You Felt Silk Lately?
The campaign comprised of three commercials which showcased different
protagonists indulging and savouring Cadbury Dairy Milk Silk chocolate, with
innocence and unabashed joy, unmindful of their surroundings.



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Various ads of CDM Silk:






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Cadbury celebrations

Traditionally, there were Indian sweets (the mithai) and there were chocolates. Then
came Cadbury Celebrations and the gap was bridged.
Cadbury Celebrations debuted on the Indian festival stage in 1997 - serving up a
tantalizing mix of chocolates in all shapes, sizes, flavours and packages at the many
traditional festivals of India, positioning chocolate as a fitting replacement for the
traditional mithai. From the year 2000, there was more focus on the festivals of
raksha bandhan and Diwali and, subsequently, on auspicious occasions such as
engagements (for the shagun, the auspicious exchange of sweets) and, beyond, to
celebrating special relationships such as friendship (Aisi Mithaas Jo Dosti Banaye
Khaas).
In 2002, Cadbury further strengthened and nurtured the closeness of the brother
sister relationship. With Gulzars heart-warming lyrics 'Rishtey Pakne Do, Aankhon
Se Chakne Do', the age-old custom of tying a Rakhi was followed by gifting a box of
Celebrations.



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Cadbury celebrations advertisement
At the time of Raksha Bandhan

At the time of Diwali




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Cadbury Five star

With over 40 years of being a favourite of the Indian consumer, 5 Star still continues
to be what it was back then a novel concept in the chocolate world!
Launched in 1969, 5 Star soon became the star of every refrigerator and pocket;
people could not resist biting into one. What made 5 Star so irresistible was the
unique combination of chocolate, caramel, and nougat that set a new revolution in the
making of chocolates. Never before had people bitten into something so chocolaty
and deliciously chewy at the same time!
Walk into any local mart across the country and a golden bevy of chocolate beauties
will arrest your eye! One of the key properties that Cadbury 5 Star is associated with
is its classic Gold colour.
5 Star is - a golden classic with a savoury caramel filling covered with hard chocolate.
With 5 Star Fruit & Nut, which was launched in 2008 and 5 Star Crunchy, which was
launched in 2005, the fan following of 5 Star increased manifold. People could
choose between chewy caramel and crispy flakes covered with the good old chocolate


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The current Jo Khaaye Kho Jaaye proposition of 5 Star has been enlivened by the
lovable duo of Ramesh Suresh, who get lost in the involving taste of 5 Star. The
duo has gained huge popularity through successive media campaigns.
Five star advertisements





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Cadbury gems

Cadbury is known to make chocolates with a difference and Gems is yet another
unique offering. What makes Gems different is the way the chocolate has been
designed; a little button of chocolate covered with colourful candy shell with
attractive packaging.
Quite predictably, Gems became a big hit given its unique taste and shape. Having
grown up with the brand, a lot of teens and adults consume Gems as well.
Tag lines: Rangeen Panda ki Rangeen Pasand, No Umar for Favourite Colour









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Cadbury gems ads.







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Oreo biscuits

Launched in India in March 2011 the delicious combination of dark chocolate biscuit
and vanilla cream was first introduced to the world in 1912. That original formula
was so perfect that it has hardly been modified since. Each year more than 7.5 billion
Oreo Biscuits are eaten, making it the worlds No. 1 biscuit. Paired with a glass of
milk, it is the perfect snack.
Children across the world teach their parents the fun way to eat Oreo twisting the
biscuit open, licking the cream, and then dunking the biscuit in milk. Its no wonder
then, that families the world over, come together over this tasty snack. Tagline:
Twist, Lick, Dunk.



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Questionnaire
Survey analysis
Product:
1). Do you think Cadbury Dairy milk is a commodity consumed by children only?




consumption by children
yes
no
maybe


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2). When you think of Cadbury, which chocolate comes to your mind?




75%
15%
8%
2%
consumption choice
dairymilk
fivestar
perk
bournvile


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3). Do you think sugar free Cadbury chocolates should be introduced to attract health
conscious people?







99%
1%
0%
should suger free cadbury be introduced to health concious people?
yes
maybe
no


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4). How do you rate Cadbury as a product?










5%
40%
55%
0%
rate cadbury
excellent
satisfactory
good
poor


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Data analysis and interpretation
Cadbury is a product which is consumed by all age group of people.
75% out of those 30 respondents like to eat Cadbury dairy milk, whereas 15%
prefer to eat Five Star, 8% prefer Perk and 1% bornville.
99% of respondents think that Cadbury chocolates should introduce sugar free
chocolates to attract health conscious people.
55% of people rate Cadbury as good product whereas 40% rated satisfactory
and 5% rated it excellent.

















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Price
1). Do you think standard price of Cadbury is fair?










30%
70%
Is standard price fair?
yes
no


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2).What according to you is the reasonable price of chocolate?










85%
14%
1% 0%
range of reasonable price
5 to 10
10 to 25
25 to 30
more than 50


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3) Will u continue to buy Cadbury chocolates if its price will keep on rising?








45%
50%
5%
continuity in buying despite of rise in price
yes
no
maybe


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4).Are you satisfied with the price of Cadbury as compared to its quality?



100%
0%
satisfaction of price with quality
yes
no


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Data analysis and interpretation:
30% of respondents feel that the standard price of Cadbury is not fair.
According to them the quantity of the chocolate should be more if the standard
price of the chocolate is Rs 10.
Nearly 85% of respondents feel that the reasonable price of a Cadbury should
be in between 5 to 10. Whereas 14% feels that the reasonable price could also
be between 10 to 25.While another 1% who is the chocolate lovers is happy
even if its price would be between 25 to 30.
50% of respondents will still continue to buy Cadbury no matter how much
would be the price. Whereas 45% refuses to buy it if its price will increase.
While 5 % are in doubt to make a purchase.
All the respondents of this survey were satisfied with the quality of Cadbury
chocolates as compared to its quality.










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Place
1).Where do you normally purchase Cadbury bars?





70%
25%
5%
0%
best place to purchase
grocery stores
departmental stores
whole sale
others


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2). Do you feel the need of Cadbury centres in India?








95%
5%
need of cadbury centres in India
yes
no


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3). Is Cadbury available in your village?












50%
45%
5%
availabiity of cadbury in village
yes
no
maybe


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Data analysis and interpretation:
70% of the total respondents purchase Cadbury from grocery stores because
grocery stores are nearby there place. So it is convenient to purchase quickly.
Whereas 25% opt to buy from departmental stores because of discounts, offers
and special prices.
95% of respondents felt the need of Cadbury centres in India.
50% of the total respondents assured about the availability of Cadbury in their
village. Whereas 45% said that still Cadbury is not available in their village.
While 5% didnt know about it.














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Promotion
1).Which of the following promotions do you feel is most effective in getting you to
purchase a Cadbury chocolate bar?






95%
2%
0%
3%
most effective promotion in getting you to buy it
buy one get one free
20% extra
special price
vouchers


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2).Which Cadbury slogan/tagline comes to your mind first?







40%
30%
25%
5%
best slogan
kuch meetha ho jaye
shubh arambh
aj pehli tarik hai
khane valo ko khane
ka bahana chahiye


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3).What according to you is the best feature of any Cadbury advertisement?









30%
10%
37%
3%
20%
best feature of any cadbury advertisement
emotional appeal
jingles
storyline
visuals of chocolate
celebrity appearance


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4).What Cadbury advertisements are most appealing?









90%
5%
0%
5%
most appealing way of advertisement
television
print
radio
outdoors


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Data analysis and interpretation:
97% feels that buy 1 get 1 free is the most effective promotions in getting
them to purchase a Cadbury chocolate. While 2% opt to choose 20% extra.
Taglines of the Cadbury are liked by almost everyone. They all have their
favourite tagline. Kuch meetha ho jaye is a tagline liked by majority of
respondents i.e. 40%. Where 30% liked shubh arambh. 25% liked aj pehli
tarik hai& rest 5% liked khane valo ko khane ka bahana chahiye.
30% of the respondents like the emotional appeal used in the ads. Whereas
37% like the storyline. While 10% like the sound effects and the music while
the 3% Cadbury lovers like the visuals of the chocolate. Rest 20% like the
celebrity appearance in the ad.
90% respondents feel that the ad looks most appealing on television. Whereas
5% chose print and outdoor ads as they feel it is convenient for those people
who have a busy life and hardly watch television.











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General questions:
1).What kind of chocolate do you like most?



40%
5%
55%
type of chocolate
dark
milky
crunchy


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2).What filling do you prefer the most in a chocolate?




5%
87%
1%
7%
most prefered filling
caramel
dryfruits
mint
plain chocolate


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3). How often do you eat chocolate?








40%
30%
10%
20%
frequency of consumption
everyday
once a week
once a month
rarely/only on occasions


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4).What is your favourite chocolate brand?







60%
15%
15%
10%
favorate chocolate brand
cadbury
nestle
twix
amul


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5).Now a days Cadbury celebration box is replacing the old & traditional sweets
box. So how do you feel about this replacement?










98%
2%
response
good
bad


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Data analysis and interpretation:

55% liked crunchy chocolate while 40% like dark chocolate.
87% of respondents prefer dry fruits filling inside the Cadbury bars
40% eat chocolate daily, 30% like to have once in a week, 10% eat once in a
month while rest 20% eat rarely or only on occasions.
60% respondents were Cadbury fans. While rest liked Nestle, Twix, and
Toblerone. These turned out to be close competitors of Cadbury in my survey.
98 % felt good about the replacement of Cadbury celebration box instead of
that old & traditional sweets box.





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Conclusion
Indian chocolate industry is a unique ix with extreme consumption patterns, attitude,
beliefs, income level, and spending. Understanding the consumer demands and
maintaining the quality is essential. Pricing is the key for Cadburys to make their
product reach to every consumer houses. Right pricing will make or break the product
success. There is also an immense scope for chocolate industry in India,
geographically as well as in the product offerings. So I think that bringing online sales
(through facebook) and increasing the institutional prosperity and increasing sales of
Cadburys as a whole again resulting in the goodwill of the company. Research and
Development of Cadbury also plays an important role in knowing customer insights,
trends and foresights.



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Recommendations
Maintain dominance in chocolate segments
Medias such as internet (Facebook, Google+ etc) and the ratio enables large
amount of cheap advertisements. Internet is a good place to sell the goods even
confectionary ones. Provides new customers groups with access to Cadbury
and allows even larger sales due to larger overall consumer groups.
Many new players are trying to enter to Indian markets so it should formulate
new strategies so as not to lose market.
New channels such as gifting, child connectivity and value for money, offering
to be the key growth drives
Grow volume sales at least 20% p.a over the next years.
One new major product form international portfolio should be launched in
India every year.
FDI will bring many new products and competitors so Cadbury will have to
maintain their strong market distribution channels so as not to lose market
share.
They need to maintain high standards and should be careful that their products
remain sterile and is not affected by insect.
They should keep on launching new tastes and flavours in their product in
every consecutive period.