A

SYNOPSIS

On

Effect of Advertisement on customers of

confectionery products with special reference to
CHOCOLATES
Toward partial fulfillment of
Integrated Master of Business Administration( IMBA)
(Babu Banarasi Das University, Lucknow)
Guided By: Submitted by:
Ms. Stuti Gupta TasneemSubhan
IVth semester
Roll No. - 1130675098
Session : 2014 2015
School of management

Babu Banarasi Das University

Sector 1, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (u.p.) India
INTRODUCTION
Advertising is how a company encourages people to buy their products, services or
ideas. An advertisement is anything that draws good attention towards these things.
Ads of products appear on television, as well as radio, newspapers, magazines, etc.
They try to get people to buy their products, by showing them the good rather than bad
of their products.

Advertisement makes people aware about the products. Chocolate is a confectionery

product (sweet food) which mostly every age group people prefers whether we talk
about children, teenagers, adults or even old people, everyone likes chocolates. "It is
basically a sweet that is made of the mass of cocoa beans and cocoa butter obtained by
processing roasted cocoa beans and powdered sugar."

Advertisement of confectionery product like chocolates is very effective among the

consumers. People get very much influenced by the Ads. Advertisement plays an
important role in the marketing of the products.

INDUSTRY OVERVIEW

In India there are several brands of chocolate like Cadbury, Amul, Nestle, etc.
Cadbury is one of the top brands of chocolate in India. Its top chocolates are Dairy milk,
Bournville, Crunchie. Dairy milk is the chocolate which most of the people prefers. Its
advertisement deals with the sentiments which make people emotionally attached to it
as its tagline says Kuch meetha ho jaye.

Amul is also one of the top chocolate brand in India which is a part of Gujarat
Cooperative Milk Marketing Federation Limited (GCMMF), which is the biggest
organisation in the domain of food product marketing in india. Amul chocolates are
available in various forms such as Amul Fruit n Nut, AmulBindass, AmulChocozoo,
Amul Milk Chocolate.

Nestle is one of the top names in the world when it comes to nutrition, wellness, and
health. Its tagline also shows that Good Food, Good Life. Its leading chocolate
products in India are Kit Kat, Milky Bar, Nestle Crunch, etc.
OBJECTIVE

To know the consumers awareness about chocolates and their advertisement.

To study the impact of advertisement of chocolates.

To know the effect of advertisemnt of chocolate on cunsumers.

RESEARCH METHODOLOGY

Research methodology is the process used to collect information and data for the
purpose of making business decisions. The methodology may include publication
research, interviews, surveys and other research techniques.

Research Type:

Descriptive research - It attempts to describes and explain conditions of the

present by using many subjects and questionnaires to fully describe a
phenomenon.

Data Collection:

Primary Data

Through Questionnaires

Through Personal Interaction

 Secondary Data

Secondary data is the detail which are available in the form of fact and figures.
The sources of secondary data are:

Websites

Magazines

Articles

Sample Plan:

Sample Area Lucknow

Sample Size 30

Sampling Probability Sampling

DATA ANALYSIS

Bar graph
Pie chart
Histogram

SCOPE OF ADVERTISEMENT OF CHOCOLATES

Effectiveness of messages
Appropriate media for marketing of chocolate
Fulfilment of objectives
BIBLIOGRAPHY

BOOKS:

Business Research Methods - by Cooper and Schindler (Tata Mc Graw Hill, 9th
edition)

Research Methodology - R C Kothari (New Age International Publishers, 2nd

edition)

Marketing Management - Philip Khotler

Websites:

www.slideshare.com

www.wikipedia.com

www.cadburyindia.com

www.nestleindia.com

www.amulindia.com