Report- Amandeep Final

8/4/2019 Report- Amandeep Final

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TABLE OF CONTENTS

CHAPTER-1

Introduction............................................................................................................ 4

Industry Overview.................................................................................................. 5

Company Profile 6

CHAPTER-2 REVIEW OF LITERATURE............................................................ 10

CHAPTER-3 RESEARCH METHODS AND PROCEDURES............................ 13

3.1 Problem Definition............................................................................................ 14

3.2 Research Design................................................................................................ 14

3.3 Data Collection Methods................................................................................... 15

3.4 Sample Size....................................................................................................... 15

3.5 Sampling Method.............................................................................................. 15

3.6 Data Analysis.................................................................................................... 15

CHAPTER-4 DATA ANALYSIS AND FINDINGS.............................................. 16

Data Analysis

CHAPTER-5 CONCLUSIONS AND RECOMMENDATION............................. 45

APPENDIX A. .. 47

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BIBLOGRAPHY......................................................................................................52

LIST OF FIGURES

Figure1 Showing preference for Cadbury chocolates. 17Figure 2 Showing what people like in Cadbury chocolates. 19Figure 3 Showing people rating Cadbury chocolates on taste and quality. 21

Figure 4 Showing cadbury chocolate preference depending on age. 23

Figure 5 Showing, which brand is pocket friendly. 25

Figure 6 Showing complaint satisfaction 27

Figure 7 showing preference in Cadbury chocolates 28

Figure 8 Showing association of five star with Cadbury 29Figure 9 Showing association of Bournville with Cadbury 30

Figure 10 Showing association of Milky bar with Nestle by consumers 31

Figure 11 Showing Association of Perk with Cadbury by Consumers 32

Figure 12 Association of Kitkat with Nestle by Consumers 33

Figure 13 Showing Association of Munch with Nestle by Consumers 34

Figure 14 Showing how often do people eat Cadbury chocolates 35

Figure 15 Means of awareness for Cadbury 36

Figure 16 Showing awareness of Cadbury chocolates 37

Figure 17 Showing awareness of Nestle chocolates 38

Figure 18 Showing awareness of Amul chocolates 39Figure 19 Showing awareness of Snickers chocolates 40

Figure 20 Showing preferred buying place 41

Figure 21 Showing Desired flavor/varient in Cadbury 42

LIST OF TABLES

Table 1 Showing preference for Cadbury chocolates. 17Table 2 Showing what people like in Cadbury chocolates. 19Table 3 Showing people rating Cadbury chocolates on taste and quality. 21

Table 4 Showing cadbury chocolate preference depending on age. 22

Table 5 Showing, which brand is pocket friendly. 25

Table 6 Showing complaint satisfaction 26

Table 7 showing preference in Cadbury chocolates 28

Table 8 Showing association of five star with Cadbury 29

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Table 9 Showing association of Bournville with Cadbury 30

Table 10 Showing association of Milky bar with Nestle by consumers 31

Table 11 Showing Association of Perk with Cadbury by Consumers 32

Table 12 Association of Kitkat with Nestle by Consumers 33

Table 13 Showing Association of Munch with Nestle by Consumers 34

Table 14 Showing how often do people eat Cadbury chocolates 35

Table 15 Means of awareness for Cadbury 36

Table 16 Showing awareness of Cadbury chocolates 37

Table 17 Showing awareness of Nestle chocolates 38

Table 18 Showing awareness of Amul chocolates 39

Table 19 Showing awareness of Snickers chocolates 40

Table 20 Showing preferred buying place 41

Table 21 Showing Desired flavor/varient in Cadbury 42

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CHAPTER 1

INTRODUCTION

INDUSTRY OVERVIEW

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The Indian chocolate industry has come a long way since long years. Ever since 1947 the

Cadbury is in India, Cadbury chocolates have ruled the hearts of Indians with their

fabulous taste. Indian chocolate industrys Cadbury Company today employs nearly 2000people across India. The company is one of the oldest and strongest players in the Indian

confectionary market. It has exhibited continuously strong revenue growth of 34% and

net profit growth of 24% throughout the 1990s. The brand of Cadbury is known for its

exceptional capabilities in product innovation, distribution and marketing. With brands

like Dairy Milk, Gems, 5 Star, Bournvita, Perk, Celebrations, Bytes, Chocki, Delite and

Temptations, there is a Cadbury offering to suit all occasions and moods.

The size of the market for chocolates in India was estimated at 30,000 tones in 2008. Bars

of molded chocolates like Amul milk chocolate, Dairy milk, Truffle, Nestle premium and

Nestle milky bar comprise the large segment, accounting for 37% of the total market in

terms of volume. The chocolate market in India has a production volume of 30,800 tones.

The chocolate segment is characterized by high volumes, huge expenses on advertising,

low margins and price sensitivity. The count segment is the next biggest segment,

accounting for 30% of total chocolate market. The count segment has been growing at a

faster pace during the last three years driven by growth in Perk and Kitkat volumes.

Wafer chocolates such as Kitkat and Perk also belong to this segment. Panned chocolates

accounts for 10% of the total market. The chocolate market today is primarily dominated

by Cadbury and Nestle, together accounting for 90% of the market.

Indian chocolate Industry as today is dominated by two companies, both multinationals.

The market leader is Cadbury with a lions share of 70%. The companys brands like

Five star, Gems, Eclairs, Perk, Dairy milk are leaders in their segments. Until early 90s,

Cadbury had a market share of over 80%, but its party was spoiled when Nestle appeared

on the scene. The other one has introduced its international brands in the country(Kit Kat,

Lions) and now commands approximately 15% market share. The two companies

operating in the segment are Gujarat Co-operative milk marketing Federation (GCMMF)

and Central Areca nut and Cocoa Manufactures and Processors Co-operation

(CAMPCO). Competition in the segment will soon get keener as overseas chocolate

giants Hersheys and Mars consolidate to grab a bite of the Indian chocolate pie.

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COMPANY PROFILE

The UK based confectionary giant, Cadbury is a dominant player in the Indian chocolate

market and the company expects the energy glucose variant of its popular perk brand tobe singularly responsible for adding five percent annually to the size of the companys

market share.

In 1824, John Cadbury began sellingtea,coffee, and drinking chocolate, which he

produced himself, at Bull Street inBirmingham, England. John Cadbury later moved into

the production of a variety of Cocoas and Drinking Chocolates being manufactured from

a factory in Bridge Street, supplying mainly to the wealthy due to the high cost of

manufacture at this time. During this time a partnership was struck between John

Cadbury and his brother Benjamin. At this time the company was known as 'CadburyBrothers of Birmingham.

The two brothers opened an office in London and in 1854 received theRoyal Warrant as

manufacturers of chocolate and cocoa to Queen Victoria. Around this time in the 1850s

the industry received a much needed boost with the reduction in high import taxes on

cocoa; this allowed chocolate to become more affordable to everyone.

Having taken over the business in 1861, John Cadbury's

sonsRichard and George decided in 1878 that they needed to find new premises.

Requiring better transport access for milk that was inward shipped by canal, and cocoa

that was brought in by rail from London, Southampton and Liverpool docks, the

Cadburys started looking for a new Greenfield site. Noticing the development of the

Birmingham West Suburban Railway south along the path of the Worcester and

Birmingham Canal, in 1878 they acquired the Bourn brook estate, comprising 14.5 acres

(5.9 ha) of countryside 5 miles (8.0 km) south of the outskirts of Birmingham. Located

right next to the newStirchley Road railway station, itself directly opposite the canal,

they renamed the Bourn brook estate to Bournville and opened the Bournville factory in1879.

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http://en.wikipedia.org/wiki/John_Cadburyhttp://en.wikipedia.org/wiki/Teahttp://en.wikipedia.org/wiki/Teahttp://en.wikipedia.org/wiki/Coffeehttp://en.wikipedia.org/wiki/Coffeehttp://en.wikipedia.org/wiki/Chocolatehttp://en.wikipedia.org/wiki/Birminghamhttp://en.wikipedia.org/wiki/Birminghamhttp://en.wikipedia.org/wiki/Royal_Warranthttp://en.wikipedia.org/wiki/Royal_Warranthttp://en.wikipedia.org/wiki/Queen_Victoria_of_the_United_Kingdomhttp://en.wikipedia.org/wiki/Richard_Cadburyhttp://en.wikipedia.org/wiki/Richard_Cadburyhttp://en.wikipedia.org/wiki/George_Cadburyhttp://en.wikipedia.org/wiki/Canalhttp://en.wikipedia.org/wiki/Canalhttp://en.wikipedia.org/wiki/Birmingham_West_Suburban_Railwayhttp://en.wikipedia.org/wiki/Worcester_and_Birmingham_Canalhttp://en.wikipedia.org/wiki/Worcester_and_Birmingham_Canalhttp://en.wikipedia.org/wiki/Bournville_railway_stationhttp://en.wikipedia.org/wiki/Bournville_railway_stationhttp://en.wikipedia.org/wiki/Teahttp://en.wikipedia.org/wiki/Coffeehttp://en.wikipedia.org/wiki/Chocolatehttp://en.wikipedia.org/wiki/Birminghamhttp://en.wikipedia.org/wiki/Royal_Warranthttp://en.wikipedia.org/wiki/Queen_Victoria_of_the_United_Kingdomhttp://en.wikipedia.org/wiki/Richard_Cadburyhttp://en.wikipedia.org/wiki/George_Cadburyhttp://en.wikipedia.org/wiki/Canalhttp://en.wikipedia.org/wiki/Birmingham_West_Suburban_Railwayhttp://en.wikipedia.org/wiki/Worcester_and_Birmingham_Canalhttp://en.wikipedia.org/wiki/Worcester_and_Birmingham_Canalhttp://en.wikipedia.org/wiki/Bournville_railway_stationhttp://en.wikipedia.org/wiki/John_Cadbury


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In 1893, George Cadbury bought 120 acres (49 ha) of land close to the works and

planned, at his own expense, amodel village which would 'alleviate the evils of modern

more cramped living conditions'. By 1900 the estate included 313 cottages and houses set

on 330 acres (130 ha) of land. As the Cadbury family were Quakers there were nopubs in

the estate; in fact, it was their Quaker beliefs that first led them to sell tea, coffee and

cocoa as alternatives to alcohol.

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http://en.wikipedia.org/wiki/Model_villagehttp://en.wikipedia.org/wiki/Model_villagehttp://en.wikipedia.org/wiki/Quakershttp://en.wikipedia.org/wiki/Pubhttp://en.wikipedia.org/wiki/Model_villagehttp://en.wikipedia.org/wiki/Quakershttp://en.wikipedia.org/wiki/Pub


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REASONS FOR THE MERGER WITH KRAFT FOODS

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Merger with Schweppes

The Cadbury Schweppes logo used until the demerger in 2008

Cadbury merged with drinks companySchweppes to form Cadbury Schweppes in 1969.

Cadbury Schweppes went on to acquireSunkist,Canada Dry, Typhoo Teaand more. In the US,

Schweppes Beverages was created and the manufactures of Cadbury confectionery brands were

licensed toHershey's.

Snapple,Mistic andStewart's (formerly Cable Car Beverage) were sold by Triarc to Cadbury

Schweppes in 2000 for $1.45 billion. In October of that same year, Cadbury SchweppespurchasedRoyal Crown from Triarc.

Demerger

In March 2007, it was revealed that Cadbury Schweppes was planning to split its business into

two separate entities: one focusing on its main chocolate and confectionery market; the other on

its US drinks business. The demerger took effect on 2 May 2008, with the drinks business

becoming Dr. Pepper Snapple Group Inc. In December 2008 it was announced that Cadbury was

to sell its Australian beverage unit to Asahi Breweries

Cadbury India began its operations in India in 1948 by importing chocolates. It now has

manufacturing facilities in Thane, Indore ( Pune ) and Malanpur (Gwalior), Bangaloreand Baddi

(Himachal Pradesh) and sales offices in New Delhi,Mumbai,KolkataandChennai. The

corporate head office is inMumbai. Since 1965 Cadbury has also pioneered the development of

cocoa cultivation in India. For over two decades, Cadbury has worked with theKerala

Agricultural University to undertake cocoa research.

On 7 September 2009 Kraft Foods made a 10.2 billion (US$16.2 billion) indicative takeover

bid for Cadbury. The offer was rejected, with Cadbury stating that it undervalued the company.[20]Kraft launched a formal, hostile bid for Cadbury valuing the firm at 9.8 billion on 9

November 2009.
http://en.wikipedia.org/wiki/Schweppes_(brand)http://en.wikipedia.org/wiki/Schweppes_(brand)http://en.wikipedia.org/wiki/Schweppeshttp://en.wikipedia.org/wiki/Sunkist_(soft_drink)http://en.wikipedia.org/wiki/Sunkist_(soft_drink)http://en.wikipedia.org/wiki/Canada_Dryhttp://en.wikipedia.org/wiki/Canada_Dryhttp://en.wikipedia.org/wiki/Typhoo_Teahttp://en.wikipedia.org/wiki/Typhoo_Teahttp://en.wikipedia.org/wiki/The_Hershey_Companyhttp://en.wikipedia.org/wiki/The_Hershey_Companyhttp://en.wikipedia.org/wiki/The_Hershey_Companyhttp://en.wikipedia.org/wiki/Snapplehttp://en.wikipedia.org/w/index.php?title=Mistic_Brands&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Mistic_Brands&action=edit&redlink=1http://en.wikipedia.org/wiki/Stewart's_Sodahttp://en.wikipedia.org/wiki/Stewart's_Sodahttp://en.wikipedia.org/w/index.php?title=Cable_Car_Beverage_Corporation&action=edit&redlink=1http://en.wikipedia.org/wiki/Wendy's/Arby's_Grouphttp://en.wikipedia.org/wiki/RC_Colahttp://en.wikipedia.org/wiki/RC_Colahttp://en.wikipedia.org/wiki/Dr_Pepper_Snapple_Grouphttp://en.wikipedia.org/wiki/Asahi_Brewerieshttp://en.wikipedia.org/wiki/Cadbury_Indiahttp://en.wikipedia.org/wiki/Thanehttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Gwaliorhttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Himachal_Pradeshhttp://en.wikipedia.org/wiki/New_delhihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Kerala_Agricultural_Universityhttp://en.wikipedia.org/wiki/Kerala_Agricultural_Universityhttp://en.wikipedia.org/wiki/Kerala_Agricultural_Universityhttp://en.wikipedia.org/wiki/Kraft_Foodshttp://en.wikipedia.org/wiki/Cadbury#cite_note-19http://en.wikipedia.org/wiki/Cadbury#cite_note-19http://en.wikipedia.org/wiki/File:Cadbury_Schweppes.svghttp://en.wikipedia.org/wiki/Schweppes_(brand)http://en.wikipedia.org/wiki/Schweppeshttp://en.wikipedia.org/wiki/Sunkist_(soft_drink)http://en.wikipedia.org/wiki/Canada_Dryhttp://en.wikipedia.org/wiki/Typhoo_Teahttp://en.wikipedia.org/wiki/The_Hershey_Companyhttp://en.wikipedia.org/wiki/Snapplehttp://en.wikipedia.org/w/index.php?title=Mistic_Brands&action=edit&redlink=1http://en.wikipedia.org/wiki/Stewart's_Sodahttp://en.wikipedia.org/w/index.php?title=Cable_Car_Beverage_Corporation&action=edit&redlink=1http://en.wikipedia.org/wiki/Wendy's/Arby's_Grouphttp://en.wikipedia.org/wiki/RC_Colahttp://en.wikipedia.org/wiki/Dr_Pepper_Snapple_Grouphttp://en.wikipedia.org/wiki/Asahi_Brewerieshttp://en.wikipedia.org/wiki/Cadbury_Indiahttp://en.wikipedia.org/wiki/Thanehttp://en.wikipedia.org/wiki/Punehttp://en.wikipedia.org/wiki/Gwaliorhttp://en.wikipedia.org/wiki/Bangalorehttp://en.wikipedia.org/wiki/Himachal_Pradeshhttp://en.wikipedia.org/wiki/New_delhihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Kolkatahttp://en.wikipedia.org/wiki/Chennaihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Kerala_Agricultural_Universityhttp://en.wikipedia.org/wiki/Kerala_Agricultural_Universityhttp://en.wikipedia.org/wiki/Kraft_Foodshttp://en.wikipedia.org/wiki/Cadbury#cite_note-19


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Strategically and financially, a merger between the two multi-national companies with

similar target markets and products seemed like a perfect.

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CHAPTER 2

REVIEW OF LITERATURE

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1) Kaur (Jas), (September 6, 2010) Terry A. OConnor, Ph.D. conducted a study title

Cadbury in chocolate industry

The findings of the research indicate that Cadbury Schweppes was formed with the idea to

bring new products in the industry as well as become the global leader in confectionery and

soft drink business. The companys journey began with a merger between Schweppes

and Cadbury. Schweppes was best known in the business of soft drinks and

the Cadbury was popular for its chocolate business. By 1969, both the companys decided to

merge together to become the global power in confectionery and soft drink industry. Within

the few years, the company acquired many businesses around the globe in order to expand

its horizons. By the late 1900s the company had over 26% of market share in the candy

industry in United States. Moreover, the company grew tremendously in other parts of the

world.

By the 2000s, Cadbury Schweppes decided to demerge its business line by splitting the

beverage and confectionery business. In 2008, the Schweppes became Dr Pepper Snapple

Group (DPS) and the Cadbury was bought by Kraft Foods. Overall, today both the DPS and

Kraft Foods are one of the favorite food and soft drink companies rated by consumers.

2) Fazlollah Kazemi (2010) conducted a study title Role of media for Cadbury

chocolate.

The findings of the research indicate that when the rapid growth of various brands in

India has led to a tight competition and consumers are faced with brand choice in the

market, it becomes necessary for manufacturers to understand the major factors attracting

buyers to his own brand. The survey of 538 randomly selected consumers of Pune/India

examined the role played by media on consumer brand choice of Cadbury Dairy Milk

(chocolate brand). Results revealed that the age group of consumers does not have

significant effect on reception of advertizing by Cadbury Dairy Milk. It also shows that

37.7% of the consumers prefer Cadbury Dairy Milk more than other brands of chocolate.

The major reason for brand preference is advertisement (52.6%). TV advertising was

most preferred by78.8% of the respondents of all the media used. High preference for

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advertisement is highlighted for companies that want to not only retain their market but to

increase their market share.

3) Brassington and Pettitt (2003) conducted a study titleCadburySchweppes: Capturing

Confectionery. The findings of the research indicate that chocolate brands are sensitive to

the communication and anchors which catalyze consumer behavior.

4) Ekelund and Gramm (1969) analyzed the relationship between advertising and

aggregate consumption of Cadbury chocolates and they could not establish the positive

relationship between advertising and consumption. While, Tylor and Weiserbs (1972)

found that there is a positive relationship between aggregate demand and aggregate

consumption.

5) Chowdhury (1994), a more closely related study considered the relationship between

advertising and several macroeconomic factor during the period of 1960-91 for

chocolates in U.K. He could not able to find the relation advertising and consumption ,

while he could able to find relation between advertising and employment for chocolate

industry.

6) Verdon and McConnell (1968) studies the relationship between advertising and

aggregate demand for chocolates , they found that advertising have a positive relation

with aggregate demand. More the advertising being done more are the sales for the

chocolates.

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CHAPTER 3

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

The research process methodology consists of six steps and these steps are as follows:-

Problem definition.

Research design formulation.

Field work or data collection.

Data preparation and analysis.

Report preparation and presentation.

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3.1 PROBLEM DEFINITION

The first step in any marketing research is to define the problem. In defining the problem,

the researcher should take into account the purpose of study, the relevant background

information and the information needed.

Statement of problem: The purpose of my study is as follows:-

To analyze the factors responsible for the sale of Cadbury chocolates.

To know the uptake of the product.

To analyse the customer behavior towards Cadbury chocolates.

3.2 RESEARCH DESIGN

A research design is a framework for conducting the marketing research project. The

research which I am doing is a descriptive type of research .

3.3 DATA COLLECTION METHODS

After the research problem, we have to identify and select which type of data is to

research. One of the important tools for conducting market research is the availability of

necessary and useful data. The two types of data collection methods are:

The data collected is Primary data and Secondary data which is both quantitative and

qualitative data, which was further analyzed in order to draw conclusions andsuggestions.

PRIMARY DATA: Data to be collected by means of questionnaire which

is to be close and open ended both. My sample size will be of 60 respondents,

whom would be interviewed by means of the questionnaire.

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SECONDARY DATA: Internet, Book and journals.

TOOLS USED: The project requires me to personally visit the modern

retail outlets of Noida and Ghaziabad to examine the behavior of customers.

The questionnaire has been formulated to find out the products acceptance in

the market by customers of different age groups , gender , preferences and

thus formulating the analysis.

3.4 SAMPLE SIZE

The sample size of the survey was 60.

3.5 SAMPLING METHOD

Random Sampling.

3.6 DATA ANALYSIS:

The Statistical Package for Social Sciences (SPSS17) was used for analyzing the data.

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CHAPTER 4

DATA ANALYSIS & FINDINGS

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1. Which Cadbury chocolate do you prefer? * 3. How often do you eat Cadbury

chocolates?

Crosstabulation

Table showing preference for Cadbury chocolates.

3. How often do you eat Cadbury chocolates?

TotalOnce a week Once a month

Once in 2

months

1. Which Cadbury chocolate

do you prefer?

Dairy milk 0 11 0 11

bournville 0 0 9 9

Dairy milk fruit n nuts 0 19 0 19

Dairy milk silk 12 0 0 12

Five star 9 0 0 9

Total 21 30 9 60

Table 1

ANALYSIS :-

Fig. 1. Showing preference for Cadbury chocolates.

INTERPRETATION:-

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Most preferred Cadbury chocolate brand in ascending order

Dairy milk fruit n nuts > Dairy milk silk > Dairy milk > bournville/Five star >

Five star crunch/Dairy milk almonds.

20 people out of 60 (33.34%) eat Cadbury chocolates once a week.

30 people out of 60 (50%) eat Cadbury chocolates once a month.

9 people out of 60 (15%) eat Cadbury chocolates once in 2 months.

RECOMENDATION:-

Special offers should be given in order to increase the sales which thereto increases

the frequency of people having chocolates.

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1. Which Cadbury chocolate do you prefer? * 4. What do you like in

Cadbury chocolates? Crosstabulation

Table showing what people like in Cadbury chocolates.

4. What do you like in Cadbury

chocolates?

TotalQuality Taste

1. Which Cadbury chocolate

do you prefer?

Dairy milk 5 6 11

Bournville 4 5 9

Dairy milk fruit n nuts 9 10 19

Dairy milk silk 3 9 12

Five star 3 6 9

Total 24 36 60

Table 2

ANALYSIS :-

Fig. 2. Showing what people like in Cadbury chocolates.

INTERPRETATION:-

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24 people out of 60 (40%) likes Cadbury chocolates because of its quality.

34 people out of 60 (60%) likes Cadbury chocolates because of its taste.

RECOMENDATION:-

Emphasis on packaging and prices must be made in order to increase no. of people

preferring Cadbury chocolates.

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4. What do you like in Cadbury chocolates? * 11.a. How do you rate

chocolate brand Cadbury on 1 to 5? Crosstabulation

Table showing Number of people rating Cadbury chocolates on taste and quality

11.a. How do you rate chocolate brand

Cadbury on 1 to 5?

Total4 best

4. What do you like in Cadbury

chocolates?

Quality 4 20 24

Taste 5 31 36

Total 9 51 60

Table 3

ANALYSIS:-

Fig.3. showing people rating Cadbury chocolates on taste and quality.

INTERPRETATION:-

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9 people out of 60 (15%) rates Cadbury chocolates 4 on 5 .

51 people out of 60 (85%) rates Cadbury chocolates 5 on 5.

RECOMENDATION:-

Special emphasis on quantity, price, packaging, and promotions must be made to

increase ratings of Cadbury chocolates.

1. Which Cadbury chocolate do you prefer? * 21. Age?

Crosstabulation

Table Showing cadbury chocolate preference depending on age.

21. Age?

Total10-20 21-30

1. Which Cadbury chocolate do

you prefer?

Dairy milk 0 11 11

Bournville 0 9 9

Dairy milk fruit n nuts 9 10 19

Dairy milk silk 12 0 12

Five star 0 9 9

Total 21 39 60

Table 4.

ANALYSIS:-

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Fig. 4. Showing cadbury chocolate preference depending on age.

INTERPRETATION:-

9 people out of 21 (42.8%) belonging to age group 10-20 prefer Dairy milk

fruit n nuts.


silk.

11 people out of 39 (28.2%) belonging to age group 21-30 prefer Dairy milk.

9 people out of 39 (23.1%) belonging to age group 21-30 prefer Bournville.


fruit n nuts.

9 people out of 39 (23.1%) belonging to age group 21-30 prefer Five star.

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Therefore we can say that Dairy milk silk is preferred among the people of

age group 10-20 and Dairy milk is preferred among the people of age group

21-30.

RECOMENDATION:-

Cadbury must also focus on the consumers varying from age 10-20 & 30-40 for

increase sales volume.

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9. You are most likely to buy Cadbury chocolates on following occasions. * 13.

Which of the following brands are pocket friendly? Crosstabulation

Table showing which brand is pocket friendly

13. Which of the following brands

are pocket friendly?

TotalDairy milk Five star

9. You are most likely to buy

Cadbury chocolates on

following occasions.

Celebrations 12 0 12

when ever you feel like 11 37 48

Total 23 37 60

Table 5

ANALYSIS:-

Fig. 5. Showing, which brand is pocket friendly.

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INTERPRETATION:-

12 people out of 60 (20%) are most likely to buy Cadbury

chocolates on celebrations.

48 people out of 60 (80%) are most likely to buy Cadbury

chocolates whenever they feel like.

23 people out of 60 (38.34%) find Dairy milk as pocket friendly.

37 people out of 60 (61.67%) find Five star as pocket friendly.

RECOMENDATION:-

Cadbury must work on the prices of the other products like dairy milk almonds,

bournville, etc.

14. Did you ever have any problem/complaint with Cadbury chocolate? *

15. If yes, was the complaint handled to your satisfaction? Crosstabulation

Table showing complaint satisfaction

15. If yes, was the complaint handledto your satisfaction?

Total

never had aproblem yes

14. Did you ever have anyproblem/complaint with Cadburychocolate?

yes 85 6 91

no 111 6 117

Total 136 6 142

Table 6

ANALYSIS:-

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Fig. 6 Showing complaint satisfaction

INTERPRETATION:-

9 people out of 60 (15%) had problem with Cadbury chocolates

and all were handled to their satisfaction.

RECOMENDATION:-

Cadbury doesnt need to change anything as its consumer satisfaction level is

adequate.

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1. Which Cadbury chocolate do you prefer?

Table showing preference in Cadbury chocolates

Frequency Percent Valid Percent

Cumulative

Percent

Valid Dairy milk 11 18.3 18.3 18.3

Bournville 9 15.0 15.0 33.3

Dairy milk fruit n nuts 19 31.7 31.7 65.0

Dairy milk silk 12 20.0 20.0 85.0

Five star 9 15.0 15.0 100.0

Total 60 100.0 100.0

Table 7

ANALYSIS:-

Fig 7 showing preference in Cadbury chocolates

RECOMENDATION:-

Cadbury must work on Bournville as its preference is less.

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2.a. Respondent say Five star is associated with the following brand.

Frequency Percent Valid Percent Cumulative Percent

Valid Cadbury 60 100.0 100.0 100.0

Table 8 Showing association of five star with Cadbury

ANALYSIS:-

Fig. 8 Showing association of five star with Cadbury.

INTERPRETATION:-

60 people out of 60 (100%) says that Five star is associated with Cadbury.

RECOMENDATION:-

Cadbury is working fine in this case , no changes are to be made.

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2.b. Respondent say bournville is associated with the

following brand.

Table Showing association of Bournville with Cadbury.


Cumulative

Percent

Valid cadbury 60 100.0 100.0 100.0

Table 9

ANALYSIS:-

Fig. 9 Showing association of Bournville with Cadbury.

INTERPRETATION:-

60 people out of 60 (100%) says that Bournville is associated with Cadbury.

RECOMENDATION:-


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2.c. Respondent say Milky bar is associated with the

following brand.

Table Showing association of Milky bar with Nestle.

Frequency Percent Valid PercentCumulativePercent

Valid Cadbury 12 20.0 20.0 20.0

Nestle 48 80.0 80.0 100.0

Total 60 100.0 100.0

Table 10

ANALYSIS:-

Fig. 10 Showing association of Milky bar with Nestle by consumers

INTERPRETATION:-

12 people out of 60 (20%) says that milky bar is associated with Cadbury.

48 people out of 60 (80%) says that milky bar is associated with Nestle.

RECOMENDATION:-

Cadbury is working fine in this case , no changes are to be made as this problem is

related to nestle.

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2.d. Respondent say Perk is associated with the following brand.

Table Showing Association of Perk with Cadbury by Consumers


Valid Cadbury 31 51.7 51.7 51.7

Nestle 29 48.3 48.3 100.0

Total 60 100.0 100.0

Table 11

ANALYSIS:-

Fig. 11 Showing Association of Perk with Cadbury by Consumers

INTERPRETATION:-

31 people out of 60 (51.7%) says that perk is associated with Cadbury.

29 people out of 60 (48.3%) says that perk is associated with Nestle.

RECOMENDATION:-


related to nestle.

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2.e. Respondent say Kitkat is associated with the following brand.

Table showing Association of Kitkat with Nestle by Consumers


Valid cadbury 9 15.0 15.0 15.0

nestle 51 85.0 85.0 100.0

Total 60 100.0 100.0

Table 12

ANALYSIS:-

Fig. 12 Association of Kitkat with Nestle by Consumers

INTERPRETATION:-

9 people out of 60 (15%) says kitkat is associated with Cadbury.

51 people out of 60 (85%) says kitkat is associated with Nestle.

RECOMENDATION:-


related to nestle.

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2.f. Respondent say Munch is associated with the following brand.

Table showing Association of Munch with Nestle by Consumers


Valid nestle 60 100.0 100.0 100.0

Table 13

ANALYSIS:-

Fig. 13 showing Association of Munch with Nestle by Consumers

INTERPRETATION:-

60 people out of 60 (100%) says that munch is associated with Nestle.

RECOMENDATION:-


related to nestle.

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Table Showing how often do people eat Cadbury chocolates


Valid Once a week 21 35.0 35.0 35.0

Once a month 30 50.0 50.0 85.0

Once in 2 months 9 15.0 15.0 100.0

Total 60 100.0 100.0

Table 14

ANALYSIS:-

Fig. 14 Showing how often do people eat Cadbury chocolates

INTERPRETATION:-

21 people out of 60 (35%) eat Cadbury chocolates once a week.

30 people out of 60 (50%) eat Cadbury chocolates once a month.

9 people out of 60 (15%) eat Cadbury chocolates once in 2 months.

RECOMENDATION:-

Cadbury must convince people on eating chocolates daily through promotions.

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6. How did you come to know about the Cadbury chocolates?


Cumulative

Percent

Valid Promotions on T.V. 39 65.0 65.0 65.0

Friends 21 35.0 35.0 100.0

Total 60 100.0 100.0

Table 15

ANALYSIS:-

Fig. 15

INTERPRETATION:-

39 people out of 60 (65%) came to know about Cadbury chocolates through

promotions on T.V.

21 people out of 60 (35%) came to know about Cadbury chocolates from

friends.

RECOMENDATION:-

Cadbury must work more on its promotions stragegy.

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7.a. Resondent is aware of chocolate company Cadbury.

Table Showing awareness of Cadbury chocolates


Valid Yes 60 100.0 100.0 100.0

Table 16

ANALYSIS:-

Fig. 16 Showing awareness of Cadbury chocolates

INTERPRETATION:-

60 out of 60 (100%) are aware of company Cadbury.

RECOMENDATION:-


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7.b. Resondent is aware of chocolate company Nestle.

Table Showing awareness of Nestle chocolates


Valid Yes 60 100.0 100.0 100.0

Table 17

ANALYSIS:-

Fig. 17 Showing awareness of Nestle chocolates

INTERPRETATION:-

60 out of 60 (100%) are aware of company Nestle.

RECOMENDATION:-


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7.c. Resondent is aware of chocolate company Amul.

Table Showing awareness of Amul chocolates


Valid Yes 48 80.0 80.0 80.0

No 12 20.0 20.0 100.0

Total 60 100.0 100.0

Table 18

ANALYSIS:-

Fig. 18 Showing awareness of Amul chocolates

INTERPRETATION:-

48 people out of 60 (80%) are aware of chocolate company Amul.

12 people out of 60 (20%) are not aware of chocolate company Amul.

RECOMENDATION:-


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7.d. Resondent is aware of chocolate company Snickers.

Table Showing awareness of Snickers chocolates


Valid Yes 48 80.0 80.0 80.0

No 12 20.0 20.0 100.0

Total 60 100.0 100.0

Table 19

ANALYSIS:-

Fig 19 Showing awareness of Snickers chocolates

INTERPRETATION:-

48 people out of 60 (80%) are aware of chocolate company Snickers.

12 people out of 60 (20%) are not aware of chocolate company Snickers.

RECOMENDATION:-


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16. Where do you buy Cadbury chocolates from?

Table Showing preferred buying place


Cumulative

Percent

Valid Grocery/General store 19 31.7 31.7 31.7

Confectionary/Bakery 41 68.3 68.3 100.0

Total 60 100.0 100.0

Table 20

ANALYSIS:-

Fig. 20 Showing preferred buying placeINTERPRETATION:-

19 people out of 60 (31.7%) buy Cadbury chocolates from Grocery/General

store.

41 people out of 60 (63.3%) buy Cadbury chocolates from

Bonfectionary/Bakery.

RECOMENDATION:-

Cadbury must focus more on the traditional retailing.

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19. Any specific flavor/variant you would like in Cadbury?

Table showing Desired flavor/varient in Cadbury


Valid No 9 15.0 15.0 15.0

Peach 10 16.7 16.7 31.7

Banana 9 15.0 15.0 46.7

Berry 11 18.3 18.3 65.0

fat less 9 15.0 15.0 80.0

Orange 12 20.0 20.0 100.0

Total 60 100.0 100.0

Table 21ANALYSIS:-

Fig. 21 showing Desired flavor/varient in Cadbury.

INTERPRETATION:- 9 people out of 60 (15%) didnt mentioned any flavor/variant.

10 people out of 60 (16.7%) mentioned peach as flavor/variant.

9 people out of 60 (15%) mentioned banana as flavor/variant.

11 people out of 60 (18.3%) mentioned berry as flavor/variant.

9 people out of 60 (15%) mentioned fatless as flavor/variant.

12 people out of 60 (20%) mentioned orange as flavor/variant.

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RECOMENDATION:-

Cadbury must keep in mind the preferences and demands of its consumers in order

to satisfy and attract them more.

ANALYSIS :-

5.1 SWOT ANALYSIS

"SWOT" is a simple acronym for Strengths, Weaknesses, O pportunities and Threats.

SWOT analysis consists of the following two activities:

1. An assessment of the organizations internal Strengths and

Weaknesses

2. An assessment of the Opportunities and Threats is depicted by its external

environment SWOT analysis provides a framework for visioning by helping

the planners to identify and prioritize the organizations GOALS and to

further identify the strategies of achieving them

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Fig 5.1 SWOT Representation


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Strengths for Cadbury's business:

Large product range been brought out to increase customers,

Brand name is very famous so more people will choose Cadbury instead of theunknown brand,

Owned by Kraft who are the largest food company in the U.S,

Lots of money will help them buy new machinery to help production in thecompany,

Lots of sales to customers will increase profit but also will increase the price ofproduction,

Sponsorships will increase the customers as it will make in more famous.

Weaknesses for Cadbury's business:

Communication,

Offer too many products ,

Second largest, nestle are the largest which means that Cadbury will get slightlyless customer than nestle,

Their brand is not recognized in the U.S as they are not a large stockiest in theAmerican confectionary.

Opportunities for Cadbury's business:

Bringing out new products which should increase the amount of customers whichwill then make them more famous and bring in much more money the Cadbury,

They can take over smaller companies than themselves as they are a largercompany than most and will offer lots more than the opposition.

Threats for Cadbury's business:

Competition will threaten the sales of Cadbury as they will steal some customersso Cadbury will have to improve recipes, etc.

Cultural differences as some cultures will not eat chocolate as it contains milkfrom a cow.

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CHAPTER 5

CONCLUSION AND RECOMMENDATIONS

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CONCLUSION :-

Cadbury has very strong brand recall and brand recognition, as well as

unbeatable taste and quality due to which Cadbury maintains its huge market

share.

The uptake for the Cadbury chocolates is 70%

Many consumers prefer Cadbury chocolates over other brands.

RECOMMENDATIONS:-

Company must pay attention on promotions of Five star, Dairy milk almondsand Bournville as they are preferred less over other brands.

Emphasize more on Cadbury Perk as 48.3% people in this study have a

misconception that Perk is associated with Nestle.

New flavors like peach, banana, berry and orange must be introduced.

Chocolates with low sugar or fat must also be introduced for diabetic or

people suffering from obesity.

Cadbury must pay attention on its visibility in the modern retail outlets in

order to attract more and more customers and increase the uptake .

ANNEXURE:-

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QUESTIONNAIRE

1. Which Cadbury chocolate do you prefer?

a) Dairy Milk b) Bournville

c) Dairy Milk Fruit n Nuts d) Dairy Milk Silk

e) Five star f) Five star crunch

g) Dairy Milk Almonds h) Dont eat chocolates

2. Please indicate which of the following brands are associated with which

company?

a) Five star

b) Bournville

c) Milky Bar a)Nestle

d) Perk b) Cadbury

e) Kit-kat

f) Munch


a) Once a week d) Once fifteen days

c) Once a month d) Once in 2 months

e) Once in 6 months

4. What do you like in Cadbury chocolates?

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a) Quality b) Taste

c) Packaging d) Quantity

e) Price

5. What do you not like in Cadbury chocolates?

a) Quality b) Taste

c) Packaging d) Quantity

e) price

6. How did you come to know about the Cadbury chocolates?

a) Promotions on T.V. b) Radio F.M.

c) Radio A.M. d) Internet

e)Newspaper f) Friends

7. How many chocolate companies are you aware of?

a) Cadbury b) Nestle

c) Amul d) Snicker

e) All f) None

8. Do you normally find all Cadbury chocolate brands at one store?

a) Yes b) No

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9. You are most likely to buy Cadbury chocolates on following occasions.

a) Festivals b) Celebrations

c) When ever you feel like d) Never

10. Do you prefer giving chocolates to sweets on celebrations/ceremonies?

a) Yes b)No

11. How do you rate following chocolate brands on 1 to 5?

a) Cadbury

1 2 3 4 5

b) Nestle

1 2 3 4 5

c) Amul

1 2 3 4 5d) Snicker

1 2 3 4 5

12. Working status?

a) Student b) working

professional

13. Which of the following brands are pocket friendly?

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a) Dairy Milk b) Bournville

c) Dairy Milk Fruit n Nuts d) Dairy Milk Silk

e) Five star f) Five star crunch

g) Dairy Milk Almonds

14. Did you ever have any problem/complaint with Cadbury chocolate?

a) Yes b)No

15. If yes, was the complaint handled to your satisfaction?

a) Yes b)No

16. Where do you buy Cadbury chocolates from?

a) Grocery/General store b) Mall

c) Pan wala d)Confectionary/Bakery

17. You buy Cadbury chocolate for?

a) Gift b) Own use

18. Which of the following brands you will recommend to others?

a) Cadbury b) Nestle

c) Amul d) Snicker

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19. Any specific flavor/variant you would like in Cadbury?

20. Do you get the Cadbury chocolate easily in your area?

a) Yes b)No

Personal Information :-

21.

Name

22. Age ?

a) 10-20 b) 21-30

c) 31-40 d) 41-50

e) 51-60

23. sex ?

a) Male b) Female

BIBLIOGRAPHY

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REFERENCES:-

Philip Kotler (2009), PRINCIPLES OF MARKETING, 13thEdition, Pearson

Dennis Adcock, Ray Brad Field (1995) MARKETING PRINCIPLES AND

PRACTICES 2ndEdition Pitman Publishing

Websites

http://www.answers.com/topic/cadbury -schweppes-plc-adr#Merger_with_Schweppes

http://www.termpaperwarehouse.com/essay-on/Kraft-And-Cadbury-Merger-

Analysis/30599

www.google.com

http://www.cadburyindia.com/heritage/history.asp
http://www.answers.com/topic/cadbury-schweppes-plc-adr#Merger_with_Schweppeshttp://www.answers.com/topic/cadbury-schweppes-plc-adr#Merger_with_Schweppeshttp://www.termpaperwarehouse.com/essay-on/Kraft-And-Cadbury-Merger-Analysis/30599http://www.termpaperwarehouse.com/essay-on/Kraft-And-Cadbury-Merger-Analysis/30599http://www.google.com/http://www.cadburyindia.com/heritage/history.asphttp://www.answers.com/topic/cadbury-schweppes-plc-adr#Merger_with_Schweppeshttp://www.termpaperwarehouse.com/essay-on/Kraft-And-Cadbury-Merger-Analysis/30599http://www.termpaperwarehouse.com/essay-on/Kraft-And-Cadbury-Merger-Analysis/30599http://www.google.com/http://www.cadburyindia.com/heritage/history.asp

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