SYNOPSIS FOR RESEARCH PROJECT REPORTOnPROMOTIONAL ACTIVITIES OPTED BY THECADBURY COMPNAYTowards partial fulfillment ofMaster of Business Administration (IMBA)School of Management, Babu Banarasi Das Uniersit!, "uc#nowSchool of Manag!n"Ba#$ Bana%a&' Da& Un'(%&'")

S$#!'""* #) Un*% +$'*anc ofAnan* P%a"a, S'ngh M&- Nanc) S'nghIV"h S!&"%Roll No. //012341/4S&&'on 51/6.51/4$DECLARATIONIhereb!declare that this %ro&ect'eport entitled PROMOTIONALACTIVITIESOPTEDBYTHECADBURYCOMPNAYinthepartial fulfillment of the re(uirement of Integrated Master inBusinessAdministration (IMBA) of Ba#$ Bana%&' Da& Un'(%&'")7 is based onprimar! ) secondar! data collected b! me from arious departments,boo#s, maga*ines and websites under guidance of m! facult! guide M&-Nanc) S'ngh- It is m! own wor# to the best of m! #nowledge ) contains no materialwritten b! an! other person+Anan* P%a"a, S'nghIV"h S!&"%Roll No. //012341/4,ACKNOWLEDGEMENTThe research wor# re(uires co-operation of man! people and this wor# isnoe.ception+ It is difficult tothan#indiiduall! all the persons whopatroni*ed this wor#+ The researcher had as#ed for faors, borrowed ideas,e.pressionsandfactsfromsoman!thatitwouldre(uireoneolumetogie credit to all+ So, the researcher wants to than# all the patrons of thisreportI wish to e.press m! profound gratitude to Ms+/anc! Sing& (0acult! 1uide)for her unhitching support during m! wor#+ She is the true driing force behind this wor# throughout, constantl! encouraging me to do m! best and inspiring me to aim higher+I am also er! than#ful to all the facult! members, the whole college stafffor proiding me with necessar! facilities and support, essential forbringing out this wor# in a short time+"ast but not the least, I am than#ful to all respondents, who gae me theirprecious time and support to fulfill this tas#, without their co-operation thestud! would not hae seen the light of the da!+Anan* P%a"a, S'nghIV"h S!&"%Roll No. //012341/42TABLE OF CONTENTSCon"n"&,ag& n$!#%CHAPTER 8 /-1 Introduction $+$+ Introduction of the industr!$+,+ 3istor! of the 4adbur!$+2+ Foundings of the Cadbury businessCHAPTER 8 5-1 Objectives & Research ethodo!o"# ,+$ 5b&ecties of the stud!,+, Scope of the stud!,+2 Data collection,+6 T!pes of data,+7 Sampling planCHAPTER 8 0-1 Co$an# In%oration 2+$ 4ompan! profile2+, 4adbur! famil! of brands2+2 4onsumption and consumer2+6 Adertising Dilemmas2+7 %romotional Strateg!2+8 4ompetitie Anal!sis2+9 Swot anal!sis2+: Mar#eting of 4adbur! Brand promotion2+; %urchase decision behaiorCHAPTER 8 6-1&indin"s and Ana!#sisCHAPTER 8 4-1Conc!usions and 'u""estions CHAPTER 8 2-1A$$endi( CHAPTER 8 3-1 36.32)ib!io"ra$h#6E9ECUTIVE SUMMARYThe pro&ect titlePROMOTIONAL ACTIVITIES OPTED BY THECADBURY COMPNAYdeals mainl! with the promotional actiities done b!the compan!+In this pro&ect I had done e.tensie mar#et research regarding 4adbur! 4hocolateanditsbrandsandsomecompetitorsbrandismorepreferredb!theconsumersanditismar#et leaderinchocolates+AndaboealltheCa*#$%):&Da'%) M'l; is li#ed most+7INTRODUCTIONToda! E T I N + S T R A T E + Y,,The @glass and a half ma!boost sales of4adbur!>s 0udge, but is unli#el! to lift sales of 4adbur!>s 4url! ?url!+ 5ne approach is to promote the firm as a whole, that is, raise awareness of 4adbur!>s,inthe hope that this initself will boost sales across 4adbur!>s product range+3oweer, li#e a pantomime cast>s attempts to throw4adbur!>s products to its,6audiences,acatch-all approach can be rather hitor missand ma! produce a poorreturn+ Another wa!aroundthis is topromote chocolate consumptioningeneral+ Thisapproachwouldre(uireco-operationbetweencompetitieproducers andimpliessome loss of control for 4adbur!>s+ 5btaining good returns from adertising has been made harder b! the fragmentationof teleision audiences+ ?hen onl! one UG teleision channel showedadertisements, adertisers #new that their efforts would be seen b! a huge audienceand might well become a tal#ing point nationwide+ /owada!s a firm #nows that toreach a high proportion of potential customers it will need to place its adertisementwith seeral TM channels+ This is e.pensie+ In line with its adding-alue approach, the challenge to 4adbur! promotes more thanone product at once but without the large financial outla! normall! associated withsuchaentureR A teamwasputtogetherandwasas#edtoproduceaconincingproposal+Con&"%$c"'( "h'n;'ng0romwithin4adbur!came aninteresting, attractie proposal basedonsome solidpropositionsB 0or children, consumption is lin#ed to haing fun+ An! consumption that childrenregard as fun will also appeal to their parents, who do the spending+ 5ther companies manage to associate consumption with children haing fun+ 0ore.ample, Disne! offers Disne!land, where, in the course of haing a good time,children meet loeable characters whom the! lin# with the purchases that parentsma#e on their behalf, such as cinema tic#ets, ideos, cuddl! to!s+ ,7 1ood ideas ma! be transferable+ 0or confectioner! consumption to be iewed notmerel! as pleasurable but also fun, the compan!>s products need to ta#e on somecharacteristics of the entertainment industr!+ The compan! has >a place where chocolate is made> - 4adbur! ?orld - that is ahuge attraction to thousands of isitors each !ear+ It is an asset that can be furtherdeeloped+ 5ut of this line of thin#ing came a new 4adbur! creationB 4adbur!"A/D+ ,8P"O%OTIONAL ST"ATEYTostep-upchocolatepenetrationinIndiaacrossstrata, the's72:+$:-crore4adbur!India "td has relaunched 7 Star with a new brand proposition of Cnon-stop energ!D, ane.tension of the earlier proposition of Can energ! barD+In anattempt toleerage thebrandpropositionamongst !outh U who form the coretargetsegment Uthecompan!planstounderta#easeriesofon-groundpromotionalactiities combined with e.tensie outdoor adertising and teleision campaigns+The new teleision commercial shows a towering s#!scraper as the montage+ 0rom therethe camera *ooms straight to a mid close-up of a teenaged girl who is an.iousl! awaitingthe arrial of her bo!friend+ As the bo!friend gets dela!ed, the scene gets cut to the ne.tshot where the girl rushes into a lift+ In a series of (uic# continuous isual cuts the girl isdispla!ed as going from one floor to the other+ Her! floor the girl opens the door she issure to spot her bo!friend read! to welcome her with a bou(uet+ In the parting scene thegirl finall! gies up and the bo! hugs her and the loers unite for a romantic retreat+ Thecamera immediatel! *ooms to a close-up of the 7 Star with its stri#ing new pac#age+As an effort to communicate the core ethos of the brand to a broader !outh audience, thecompan! has also tied-up with !outh ?ebsites such as???-h$nga!a-co!,???-'n*)a-co! and ???-c%'c'nfo-co! as a part of the promotional strateg!+Hlaborating the rationale behind the current series of integrated communication initiatiesthat thecompan!has embar#ed, the spo#espersonof 4adbur!IndiainformsB C5urprincipleob&ectieistomoderni*e7Start sa!7+ 3ow often do !ou bu! 4adbur!>s chocolateR(a) 0re(uentl! (b) 5ccasionall!(c) 'arel! (d) /eer8+ 3ow do !ou feel about 4adbur!s chocolateR(a) 1ood(b) Mer! 1ood(4) /eutral (d) Bad6;9+ 5n what occasions do !ou bu!s 4adbur!>s chocolateR(a) 0estials (b) Birthda!s(c) 1ift (d) Mood:+ Do !ou thin# of a specific brand when !ou bu! chocolateR(a) 4adbur! (b) /estle(c) Amul (d) 5thers;+ ?hich brand of chocolate do !ou li#e mostR(a) 4adbur! (b) /estle(c) Amul (d) 5thers$F+ 3ow do !ou feel regarding price of different brands ofchocolateR(a) 4adbur!- 3ighJ"ow(b) /estle -3ighJ"ow(c) Amul-3ighJ"ow(d) 5thers-3ighJ"ow(e)$$+ 3ow easil! do !ou get different brand of chocolateR(a) Hasil! (b) /ot easil!(c) 'arel!$,+ Among which brand of chocolate, the taste is goodR(a) 4adbur! (b) /estle(c) Amul (d) 5thers$2+ If the price of another brand of 4hocolate were reduced would !ou shift !our brandR(a) Pes(b) /o$6+ Do !ou hae an! grieance before the compan!R(a) Pes(b) /o7F(c) /ot certain$7+ Do !ou hae an! suggestions regarding the productR(a) Pes (b) /o(c) /ot certain$8+If an! suggestions for the compan!VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVThan;'ng Yo$ DateBWWWWWWWWW ( ) S i g n a t u r e7$B IBLIOGRAPHYBOO>S REFERRED FOR ANALYSISB$+ Mar#eting Management L %hilip Gotler, Hleenth edition+,+ 'esearch Methodolog!- '+4+ Gothari, Second edition+2+ Mar#eting'esearch- 3arper ?+ Bo!d, Er+ 'alph?estfall, Stanle!0+ Stasch,Seenth editionKEBSITEB$+ 4adbur!>s website+ L www+cadbur!india+com,+ Indiainfoline+com+2+ 1oogle+com+NEKS PAPERB$+ Hconomic times+ ,+ Times of India+MA+ALINESB$+ Business toda!+,+ Business ?orld+,+ Business India+ JOURNALSBAnnual Eournal 'eport of 4adbur! India "td+7,