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

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

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

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APPENDIX A. .. 47 1

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

LIST OF FIGURES Figure1 Figure 2 Figure 3 Figure 4 Figure 5 Figure 6 Figure 7 Figure 8 Figure 9 Figure 10 Figure 11 Figure 12 Figure 13 Figure 14 Figure 15 Figure 16 Figure 17 Figure 18 Figure 19 Figure 20 Figure 21 Showing preference for Cadbury chocolates. Showing what people like in Cadbury chocolates. Showing people rating Cadbury chocolates on taste and quality. Showing cadbury chocolate preference depending on age. Showing, which brand is pocket friendly. Showing complaint satisfaction showing preference in Cadbury chocolates Showing association of five star with Cadbury Showing association of Bournville with Cadbury Showing association of Milky bar with Nestle by consumers Showing Association of Perk with Cadbury by Consumers Association of Kitkat with Nestle by Consumers Showing Association of Munch with Nestle by Consumers Showing how often do people eat Cadbury chocolates Means of awareness for Cadbury Showing awareness of Cadbury chocolates Showing awareness of Nestle chocolates
Showing awareness of Amul chocolates Showing awareness of Snickers chocolates

Showing preferred buying place Showing Desired flavor/varient in Cadbury

17 19 21 23 25 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42

LIST OF TABLES Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 Showing preference for Cadbury chocolates. Showing what people like in Cadbury chocolates. Showing people rating Cadbury chocolates on taste and quality. Showing cadbury chocolate preference depending on age. Showing, which brand is pocket friendly. Showing complaint satisfaction showing preference in Cadbury chocolates Showing association of five star with Cadbury 2 17 19 21 22 25 26 28 29

Table 9 Table 10 Table 11 Table 12 Table 13 Table 14 Table 15 Table 16 Table 17 Table 18 Table 19 Table 20 Table 21

Showing association of Bournville with Cadbury Showing association of Milky bar with Nestle by consumers Showing Association of Perk with Cadbury by Consumers Association of Kitkat with Nestle by Consumers Showing Association of Munch with Nestle by Consumers Showing how often do people eat Cadbury chocolates Means of awareness for Cadbury Showing awareness of Cadbury chocolates Showing awareness of Nestle chocolates
Showing awareness of Amul chocolates Showing awareness of Snickers chocolates

Showing preferred buying place Showing Desired flavor/varient in Cadbury

30 31 32 33 34 35 36 37 38 39 40 41 42

CHAPTER 1 INTRODUCTION

INDUSTRY OVERVIEW
4

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 2000 people 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.

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 to be singularly responsible for adding five percent annually to the size of the companys market share. In 1824, John Cadbury began selling tea, coffee, and drinking chocolate, which he produced himself, at Bull Street in Birmingham, 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 'Cadbury Brothers of Birmingham.

The two brothers opened an office in London and in 1854 received the Royal 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 sons Richard 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 new Stirchley Road railway station, itself directly opposite the canal, they renamed the Bourn brook estate to Bournville and opened the Bournville factory in 1879.

In 1893, George Cadbury bought 120 acres (49 ha) of land close to the works and planned, at his own expense, a model 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 no pubs in the estate; in fact, it was their Quaker beliefs that first led them to sell tea, coffee and cocoa as alternatives to alcohol.

Merger with Schweppes

The Cadbury Schweppes logo used until the demerger in 2008

Cadbury merged with drinks company Schweppes to form Cadbury Schweppes in 1969. Cadbury Schweppes went on to acquire Sunkist, Canada Dry, Typhoo Tea and more. In the US, Schweppes Beverages was created and the manufactures of Cadbury confectionery brands were licensed to Hershey's. Snapple, Mistic and Stewart'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 Schweppes purchased Royal 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), Bangalore and Baddi (Himachal Pradesh) and sales offices in New Delhi, Mumbai, Kolkata and Chennai. The corporate head office is in Mumbai. Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, Cadbury has worked with the Kerala 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. REASONS FOR THE MERGER WITH KRAFT FOODS 8

Strategically and financially, a merger between the two multi-national companies with similar target markets and products seemed like a perfect.

CHAPTER 2 REVIEW OF LITERATURE

10

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 11

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 title Cadbury Schweppes: 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.

13

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 and suggestions. 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. 14

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

16

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? Once Once a week 1. Which Cadbury chocolate Dairy milk do you prefer? bournville Dairy milk fruit n nuts Dairy milk silk Five star Total 0 0 0 12 9 21 Once a month 11 0 19 0 0 30 months 0 9 0 0 0 9 in 2 Total 11 9 19 12 9 60

Table 1

ANALYSIS :-

Fig. 1. Showing preference for Cadbury chocolates. INTERPRETATION:17

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? Quality 1. Which Cadbury chocolate Dairy milk do you prefer? Bournville Dairy milk fruit n nuts Dairy milk silk Five star Total 5 4 9 3 3 24 Taste 6 5 10 9 6 36 Total 11 9 19 12 9 60

Table 2

ANALYSIS :-

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

INTERPRETATION:19

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? 4 4. What do you like in Cadbury Quality chocolates? Total Taste 4 5 9 best 20 31 51 Total 24 36 60

Table 3

ANALYSIS:-

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

INTERPRETATION:21

 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 Crosstabulation

chocolate

do

you

prefer?

21.

Age?

Table Showing cadbury chocolate preference depending on age.

21. Age? 10-20 1. Which Cadbury chocolate do Dairy milk you prefer? Bournville Dairy milk fruit n nuts Dairy milk silk Five star Total 0 0 9 12 0 21 21-30 11 9 10 0 9 39 Total 11 9 19 12 9 60

Table 4.

ANALYSIS:22

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. 12 people out of 21 (57.14%) belonging to age group 10-20 prefer Dairy milk 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. 10 people out of 39 (25.6%) belonging to age group 21-30 prefer Dairy milk fruit n nuts. 9 people out of 39 (23.1%) belonging to age group 21-30 prefer Five star.

23

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.

24

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? Dairy milk 9. You are most likely to buy Celebrations Cadbury chocolates on when ever you feel like following occasions. Total 23 37 60 12 11 Five star 0 37 Total 12 48

Table 5

ANALYSIS:-

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

25

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 handled to your satisfaction? never had a problem 14. Did you ever have any problem/complaint with Cadbury chocolate? Total yes no 85 111 136

yes 6 6 6

Total 91 117 142

Table 6

ANALYSIS:26

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
Cumulative Frequency Valid Dairy milk Bournville Dairy milk fruit n nuts Dairy milk silk Five star Total 11 9 19 12 9 60 Percent 18.3 15.0 31.7 20.0 15.0 100.0 Valid Percent 18.3 15.0 31.7 20.0 15.0 100.0 Percent 18.3 33.3 65.0 85.0 100.0

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 Valid Cadbury 60

Percent 100.0

Valid Percent 100.0

Cumulative Percent 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.

29

2.b. Respondent say bournville is associated with the following brand.

Table Showing association of Bournville with Cadbury.
Cumulative Frequency Valid cadbury 60 Percent 100.0 Valid Percent 100.0 Percent 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:Cadbury is working fine in this case , no changes are to be made.

30

2.c. Respondent say Milky bar is associated with the following brand.
Table Showing association of Milky bar with Nestle.
Cumulative Frequency Valid Cadbury Nestle Total 12 48 60 Percent 20.0 80.0 100.0 Valid Percent 20.0 80.0 100.0 Percent 20.0 100.0

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.

31

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

Table Showing Association of Perk with Cadbury by Consumers

Frequency Valid Cadbury Nestle Total 31 29 60

Percent 51.7 48.3 100.0

Valid Percent 51.7 48.3 100.0

Cumulative Percent 51.7 100.0

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

32

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

Table showing Association of Kitkat with Nestle by Consumers

Frequency Valid cadbury nestle Total 9 51 60

Percent 15.0 85.0 100.0

Valid Percent 15.0 85.0 100.0

Cumulative Percent 15.0 100.0

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

33

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

Table showing Association of Munch with Nestle by Consumers

Frequency Valid nestle 60

Percent 100.0

Valid Percent 100.0

Cumulative Percent 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:Cadbury is working fine in this case , no changes are to be made as this problem is related to nestle.

34

3. How often do you eat Cadbury chocolates?

Table Showing how often do people eat Cadbury chocolates

Frequency Valid Once a week Once a month Once in 2 months Total 21 30 9 60

Percent 35.0 50.0 15.0 100.0

Valid Percent 35.0 50.0 15.0 100.0

Cumulative Percent 35.0 85.0 100.0

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.

35

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

Cumulative Frequency Valid Promotions on T.V. Friends Total 39 21 60 Percent 65.0 35.0 100.0 Valid Percent 65.0 35.0 100.0 Percent 65.0 100.0

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.

36

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

Table Showing awareness of Cadbury chocolates

Frequency Valid Yes 60

Percent 100.0

Valid Percent 100.0

Cumulative Percent 100.0

Table 16

ANALYSIS:-

Fig. 16 Showing awareness of Cadbury chocolates INTERPRETATION: 60 out of 60 (100%) are aware of company Cadbury.

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

37

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

Table Showing awareness of Nestle chocolates

Frequency Valid Yes 60

Percent 100.0

Valid Percent 100.0

Cumulative Percent 100.0

Table 17

ANALYSIS:-

Fig. 17 Showing awareness of Nestle chocolates INTERPRETATION: 60 out of 60 (100%) are aware of company Nestle.

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

38

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

Table Showing awareness of Amul chocolates
Frequency Valid Yes No Total 48 12 60 Percent 80.0 20.0 100.0 Valid Percent 80.0 20.0 100.0 Cumulative Percent 80.0 100.0

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

39

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

Table Showing awareness of Snickers chocolates
Frequency Valid Yes No Total 48 12 60 Percent 80.0 20.0 100.0 Valid Percent 80.0 20.0 100.0 Cumulative Percent 80.0 100.0

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

40

16. Where do you buy Cadbury chocolates from?

Table Showing preferred buying place
Cumulative Frequency Valid Grocery/General store Confectionary/Bakery Total 19 41 60 Percent 31.7 68.3 100.0 Valid Percent 31.7 68.3 100.0 Percent 31.7 100.0

Table 20

ANALYSIS:-

Fig. 20 Showing preferred buying place INTERPRETATION: 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.

41

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

Table showing Desired flavor/varient in Cadbury

Frequency Valid No Peach Banana Berry fat less Orange Total 9 10 9 11 9 12 60

Percent 15.0 16.7 15.0 18.3 15.0 20.0 100.0

Valid Percent 15.0 16.7 15.0 18.3 15.0 20.0 100.0

Cumulative Percent 15.0 31.7 46.7 65.0 80.0 100.0

Table 21

ANALYSIS:-

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. 42

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, Opportunities 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

Fig 5.1 SWOT Representation 43

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 the unknown 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 the company, Lots of sales to customers will increase profit but also will increase the price of production, 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 slightly less customer than nestle, Their brand is not recognized in the U.S as they are not a large stockiest in the American confectionary.

Opportunities for Cadbury's business: Bringing out new products which should increase the amount of customers which will 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 larger company 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 customers so Cadbury will have to improve recipes, etc. Cultural differences as some cultures will not eat chocolate as it contains milk from a cow.

44

CHAPTER 5 CONCLUSION AND RECOMMENDATIONS

45

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 almonds and 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:46

QUESTIONNAIRE

1. Which Cadbury chocolate do you prefer? a) Dairy Milk c) Dairy Milk Fruit n Nuts e) Five star g) Dairy Milk Almonds b) Bournville d) Dairy Milk Silk f) Five star crunch 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 d) Perk e) Kit-kat f) Munch a) Nestle b) Cadbury

3. How often do you eat Cadbury chocolates? a) Once a week c) Once a month e) Once in 6 months 4. What do you like in Cadbury chocolates?
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d) Once fifteen days d) Once in 2 months

a) Quality c) Packaging e) Price

b) Taste d) Quantity

5. What do you not like in Cadbury chocolates? a) Quality c) Packaging e) price b) Taste d) Quantity

6. How did you come to know about the Cadbury chocolates? a) Promotions on T.V. c) Radio A.M. e) Newspaper b) Radio F.M. d) Internet f) Friends

7. How many chocolate companies are you aware of? a) Cadbury c) Amul e) All b) Nestle d) Snicker 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 c) When ever you feel like b) Celebrations 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 b) Nestle 1 c) Amul 1 d) Snicker 1 2 3 4 5 2 3 4 5 2 3 4 5 2 3 4 5

12. Working status? a) Student professional b) working

13. Which of the following brands are pocket friendly?

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a) Dairy Milk c) Dairy Milk Fruit n Nuts e) Five star g) Dairy Milk Almonds

b) Bournville d) Dairy Milk Silk f) Five star crunch

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 c) Pan wala Confectionary/Bakery b) Mall d)

17. You buy Cadbury chocolate for? a) Gift b) Own use

18. Which of the following brands you will recommend to others? a) Cadbury c) Amul
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b) Nestle d) Snicker

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 c) 31-40 e) 51-60 b) 21-30 d) 41-50

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-MergerAnalysis/30599 www.google.com http://www.cadburyindia.com/heritage/history.asp

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