A STUDY ON

CADBURYS IMAGE IN RETAILERS

MIND WITH ITS COMPETITORS
AT

CADBURY INDIA LIMITED

TIRUPATI
Submitted in partial fulfillment of the requirement for the award of Degree of

Master of Business Administration

By
D.VINOD KUMAR
Regd. No:230498059
2003 -2005

Department of Management Studies

KMM INSTITUTE OF POST GRADUATE STUDIES

(Affiliated to Sri Venkateswara University, Tirupati)
TIRUPATI-517 102

NOVEMBER - 2004

A COMPARITIVE STUDY ON
CADBURYS IMAGE IN RETAILERS
MIND WITH ITS COMPETITORS
AT

CADBURY INDIA LIMITED

TIRUPATI
Submitted in partial fulfillment of the requirement for the award of Degree of

Master of Business Administration

By
D.VINOD KUMAR
Regd. No: 230498059
2003 - 2005

Under the Guidance of : Shri I.R.V.KUMAR

Department of Management Studies

KMM INSTITUTE OF POST GRADUATE STUDIES

(Affiliated to Sri Venkateswara University, Tirupati)
TIRUPATI-517 102
NOVEMBER - 2004

KMM INSTITUTE OF POST GRADUATE STUDIES

(Affiliated to Sri Venkateswara University, Tirupati)
TIRUPATI 517 102.

DEPARTMENT OF MANAGEMENT STUDIES

CERTIFICATE
REGISTERED NO:-230498059
This is to certify that the report entitled A COMPARITIVE STUDY ON CADBURYS
IMAGE IN RETAILERS MIND WITH ITS COMPETITORS submitted by
D.Vinod Kumar in partial fulfillment of the requirements for the award of the degree of
Master of Business Administration under our supervision and guidance in the III semester
of course , during the academic year 2004 - 2005.

GUIDE

HEAD

PRINCIPAL

DECLARATION
I here by declare that the project entitled A Comparative Study on
Cadburys image in the retailers mind with its competitors is genuine and
bonafied work prepared by me under the guidance of Shri. I.R.V. Kumar, and is
submitted in partial fulfillment for the degree of MASTER OF BUSINESS
ADMINISTRATION to Sri Venkateswasra University, Tirupati is my original work
and not submitted for the award of any other degree or diploma.

Date:
Place:
(D.VINOD KUMAR)

CONTENTS
Title

Page

Acknowledgments

List of Tables

ii

List of Graphs

iii

1. Introduction

2. Profiles
2.1. Industry Profile

2.2. Company Profile

2.3. Product Profile

10

3. Research Methodology
3.1. Objectives

16

3.2. Need of the Study

16

3.3. Scope of the Study

16

3.4. Limitations

17

3.5. Data Sources

17

3.6. Sampling
3.6.1. Sample Size

17

3.6.2. Sample Type

17

3.6.3. Sampling Area

17

3.7. Research Instrument

18

4. Analysis

19

5. Findings

54

6. Suggestions and Recommendations

56

Annexures
Annexure 1
Bibliography

Questionnaire

57
62

ACKNOWLEDGEMENTS
I wish to express my humble profound and heartful thanks to
Mr.B.Rama Krishna, Sales Officer for Cadbury India Limited who gave me an
opportunity to do the project as well as Mr.S.Ravi, my external guide for his total
support in completing the project successfully.
I am very much indebted to Mr.K.V.S.N.Jawahar Babu, Principal,
K.M.M Institute of Post Graduate Studies, Tirupati, for the total support and moral
assistance extended to me. Grateful acknowledgement and heartful gratitude to
Mr.K.Tharaka Rami Reddy, Head, Department of management studies, for his
valuable suggestions, I like to thank Mr.I.R.V.Kumar, Internal Guide, who share
infinite interest and helped me at all times to enable me to carry out my project with
confidence.
I am very much thankful to all who supported me directly and
indirectly while doing the project work.

D.Vinod Kumar

List of Tables
S.No.

Table
No.

Title

Page
No.

4.1

Type of outlets

18

4.2

The Business experience of the shop owners

19

4.3

The Turnover of Cadburys

20

4.4

Awareness of Confectionaries

21

4.5

Awareness of Company Names

22

4.6

The outlets which are selling Confectionary products

23

4.7

The outlets which are selling different brands of the

Company

24

4.8

The fast moving products at the outlets

26

4.9

The sales of different companys per month

28

10

4.10

The sales of different companys ( Brand wise) Per Month

31

11

4.11

The quantity of different companys (Brand wise) per

month

34

12

4.12

Factors considering for ranks

37

13

4.13

The Opinion of price of Cadburys products, when compared

to its competitors

40

14

4.14

The Opinion of taste of Cadburys products, when compared

to its competitors

41

15

4.15

The Opinion of packing of Cadburys products, when

compared to its competitors

42

16

4.16

The Opinion of availability of Cadburys products, when

compared to its competitors

43

17

4.17

The Opinion of Influence of Cadburys sellers on consumers,

when compared to its competitors

44

18

4.18

The Opinion of Impact of Cadburys advertisements on

consumers of Cadburys products, when compared to its
competitors

45

19

4.19

The Opinion of the Gifts of Cadburys products, when

compared to its competitors

46

20

4.20

The Opinion of the price discounts of Cadburys products,

when compared to its competitors

47

21

4.21

The Opinion of the impact of Cadburys companys name on

consumers, when compared to its competitors

48

22

4.22

The Opinion of the Display of Cadburys products, when

compared to its competitors

49

23

4.23

The Opinion of Representative visits from Cadburys , when

compared to its competitors

50

24

4.24

The Opinion of the credit facility offered by Cadburys, when

compared to its competitors

51

25

4.25

The Opinion of the retailers margin offered by Cadburys ,

when compared to its competitors

52

List of Graphs
S.No.

Graph
No.

Title

Page
No.

4.1

Type of outlets

18

4.2

The Business experience of the shop owners

19

4.3

The Turnover of Cadburys

20

4.4

Awareness of Confectionaries

21

4.5

Awareness of Company Names

22

4.6

The outlets which are selling Confectionary products

23

4.7

The outlets which are selling different brands of the

Company

25

4.8

The fast moving products at the outlets

27

4.9

The sales of different companys per month

30

10

4.10

The sales of different companys ( Brand wise) Per Month

33

11

4.11

The quantity of different companys (Brand wise) per

month

36

12

4.12

Factors considering for ranks

39

13

4.13

The Opinion of price of Cadburys products, when compared

to its competitors

40

14

4.14

The Opinion of taste of Cadburys products, when compared

to its competitors

41

15

4.15

The Opinion of packing of Cadburys products, when

compared to its competitors

42

16

4.16

The Opinion of availability of Cadburys products, when

compared to its competitors

43

17

4.17

The Opinion of Influence of Cadburys sellers on consumers,

when compared to its competitors

44

18

4.18

The Opinion of Impact of Cadburys advertisements on

consumers of Cadburys products, when compared to its
competitors

45

19

4.19

The Opinion of the Gifts of Cadburys products, when

compared to its competitors

46

20

4.20

The Opinion of the price discounts of Cadburys products,

when compared to its competitors

47

21

4.21

The Opinion of the impact of Cadburys companys name on

consumers, when compared to its competitors

48

22

4.22

The Opinion of the Display of Cadburys products, when

compared to its competitors

49

23

4.23

The Opinion of Representative visits from Cadburys , when

compared to its competitors

50

24

4.24

The Opinion of the credit facility offered by Cadburys, when

compared to its competitors

51

25

4.25

The Opinion of the retailers margin offered by Cadburys ,

when compared to its competitors

52