V As Indiaǯs taste for indulgence grows,

Cadbury today unveils an exciting product

innovationǥ offering consumers the sheer
luxury and goodness of dark chocolate to
treat themselves.

Cadbury India Ltd. has announced the launch

of Bournville Fine Dark Chocolate, the first
dark chocolate product from the much-loved
Cadbury India basket.
V Oo analyze the current Advertising Strategy
of DzCadbury Bournvilledz
V Sub Objective:
Oo analyze the behavior of
consumers towards the usage, taste and
advertisements of DzCadbury Bournvilledz.
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V ¢hile posing questions to the normal-common
consumers of chocolates at the Pune University
campus, utmost care has been taken. Questions
were chosen in a judicious manner to extract the
maximum conjecture. A sample size of 50
modest people was taken while conducting the
survey in order to gain the maximum mileage
about the customer behavior regarding the
advertisements of Bournville. Oo the surprise of
the conductor, responses were astonishing.
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: For this
research the data was to be collected from
primary as well as secondary sources. Ohe source
of primary data was users of DzCadbury Bournvilledz
in PUNE. Ohus the data collection was done
through a survey by using questionnaire
V technique. Ohe questionnaire contained
questionnaire related to the usage, taste and
advertisements of DzCadbury Bournvilledz and its
effect on the behavior of the consumers.
K. ¢hich chocolate do you eat?
2. Have you eaten DzCadbury Bournvilledz?
3. So do you like the taste of DzCadbury
Bournvilledz or not?
4. Have you seen advertisements of Bournville?
5. ¢hich Advertisement of Bournville you have
seen?
6. Is that advertisement catchy?
7. Is the advertisement of Bournville such that
makes you tempted or generates an urge to
have it immediately?
8. ¢hat the change needed in DzBournvilledz?
K. According to our survey 38% of the people are die heart 5
star lover and 4% for bournville
2. K4% of the respondant have chosen bournville as their first
choice.
£ £
 of the respondants have not tasted the bournville.
4.
 of the people have eaten bournville atleast once..
5. 
 of the people have seen bournville advertisement
and almost none of them have able to recall the
advertisementǥ
6. 92% of the people donǯt think the advertisement of
bournville be innovativeǥ
7. 73% of the people cannot relate the impact of
advertisement on their purchaseǥ
V Ohe statistical analysis Ohe survey cannot be termed
K00%accurate due to lack of time and only 50 respondents
have been studied. Ohus the scope of the study is limited in
terms of number of respondents.
V Ohe lack of candidness of respondents toward answering the
questionnaire in few cases may have reduced the accuracy of
survey to some extent.
V Despite the unbiased opinion and efforts the possibility of
technical exceptions cannot be ruled out.
V Ohough the market reach of Cadbury, as a company is
exceedingly well. But, Bournville is not available at all the
counters. Cadbury should make this happen.

V Oodayǯs market is highly competitive and todayǯs cerebral

customer is price-sensitive. If a Bournivlle is priced at Rs. 70,
obviously a common person would look for an option. Kit-
Kat or Perk of Munch would be a much larger fair deal.

V Advertising Campaigns for the product Bournville is almost

tends to NO. Only two O Cǯs in a span of 3 years, which is
awful for a company dealing in FMCG sector.