full project cadbury-1.docx

Sr.no Particular Page no.

1 Introduction to Consumer Behaviour

1.1 Meaning and Definition 3

1.2 Components of consumer behaviour 4

2 Need for studying consumer behaviour 5

3 Research methodology

3.1 Primary and Secondary Data 6

3.2 Limitations 7

4 Conceptual framework

4.1 Factors for success 8

4.2 Future Plan 9

5 Company profile of Cadbury 10

6 SWOT Analysis of Cadbury 12

7 Segmentation, targeting, positioning of Cadbury 14

8 Marketing strategy of Cadbury (4 P’s)

8.1 Product 17

CONTENTS

8.2 Price 20

8.3 Place 21

8.4 Promotion 23

9 9.1 Analysis of Survey 34

9.2 General questions 53

10 Conclusion 59

11 Recommendations 60

Introduction

Consumer behaviour:

Consumer Behaviour may be defined as “the interplay of forces that takes place

during a consumption process, within a consumers’ self and his environment.

This interaction takes place between three elements viz. knowledge, affect and

behaviour;

It continues through pre-purchase activity to the post purchase experience;

It includes the stages of evaluating, acquiring, using and disposing of goods

and services”.

The “consumer” includes both personal consumers and business/ industrial/

organizational consumers. Consumer behaviour explains the reasons and logic that

underlie purchasing decisions and consumption patterns; it explains the processes

through which buyers make decisions. The study includes within its purview, the

interplay between cognition, affect and behaviour that goes on within a consumer

during the consumption process: selecting, using and disposing of goods and services.

Consumer behaviour is dynamic and interacting in nature. The three components of

cognition, affect and behaviour of individuals alone or in groups keeps on changing;

so does the environment. There is a continuous interplay or interaction between the

three components themselves and with the environment. This impacts consumption

pattern and behaviour and it keeps on evolving and it is highly dynamic.

Components of consumer behaviour:

1.

Cognition:This includes within its ambit the “knowledge, information

processing and thinking” part; It includes the mental processes

involved in processing of information, thinking and interpretation of

stimuli (people, objects, things, places and events). In our case,

stimuli would be product or service offering; it could be a brand or

even anything to do with the 4Ps.

2. Affect: This is the “feelings” part. It includes the favourable or unfavourable

feelings and corresponding emotions towards a stimuli (e.g. towards a

product or service offering or a brand). These vary in direction,

intensity and persistence.

3.

Behaviour:This is the “visible” part. In our case, this could be the purchase

activity: to buy or not a buy (again specific to a product or service

offering, a brand or even related to any of the 4 Ps).

Need for studying consumer behaviour

Consumer behaviour is said to be a study of how individual make decision on how to

spend their available resources (time, money, effort) on various consumption related

items. Consumer behaviour tells the market to resolve every activity around the

ultimate consumer and gauge their behaviour by specially focusing. Thus it will be

very important to understand what and how much them to evaluate the goods and

services offerings.

Who buys the product and services?

How do they buy product or services?

Where do they buy them?

How do they buy them?

Why do they buy them?

How often they use them?

These questions help in understanding better what facts that influences the decision

making process of the customer. The decision making process identifies which people

are involved in this process and describe a role to them like user, decider, buyer,

influencer or initiator.

Research methodology

Achieving accuracy in any research requires in depth study regarding the subject.

This chapter describes the methodology of the study. This project is based on

information collected from primary sources. After the detailed study, an attempt has

been made to present the comprehensive analysis of consumption of Cadbury

products consumed by the people. The data had been used to cover various aspects

like consumption, consumer’s preference and customer satisfaction. The data which is

collected for the purpose of study is divided into two bases:-

PRIMARY DATA COLLECTION SECONDARY DATA COLLECTION

Def.: Primary data are original first hand

data collected by the researcher through

surveys, interviews, observation &

experimentation. Questionnaires are used

for the collection of primary data. Such

data are more valuable as the data are

fresh, reliable & tailor-made.

Def.: Secondary data are published by

some outside agency like trade journal for

research purpose. Such data already exist

somewhere having being collected for

some other purpose.

Primary data will be collected from

Customer’s feedback by questionnaire.

Secondary data will be collected from

Books, journals & internet sites.

1). Primary data: The data has been collected directly from respondents with the help

of structured questionnaires. There were total 30 respondents in my project research.

2). Secondary data: Secondary data for my project was collected from internet and

references from library, etc.

Limitations

In attempt to make this project true and reliable, every possible aspect of the topic

was kept in mind. Never the less, there were certain restriction during the formulation

of this project. The main limitations are as follows:-

Due to limitation of time only few people from a particular small geographic

area were selected for the study. So the sample of consumers was not enough to

generalise the study.

The main source of data was collected with the help of self administered

questionnaires & personal observation. Hence, the chances of unbiased

information are less.

Respondents may not be fully aware of their reasons for any given answer

because of lack of memory on the subject.

Conceptual framework

Factors for success:

1) Extensive distribution network: Cadbury’s brands are available in over a million

outlets across the country. The distribution network directly covers almost the entire

urban population. The company has invested significantly in building such an

extensive network. The company uses Information Technology to improve its

logistics and distribution competitiveness. Cadbury has improved the distribution

quality of its products with the installation of refrigerators at several outlets. This

helps in maintaining product quality in summer.

2) Creation of strong brands: Cadbury owes its success to strong brand equity and

resultant consumer preference that it enjoys in India. The company has built strong

brand equity through consistently high product quality, relevant, insightful and

entertaining communication. Cadbury has developed new channels for marketing its

brands such as Gifting and Snacking. The company places great emphasis in ensuring

display dominance at the point of purchase.

3) Customisation of products for India: Cadbury India has spent time in

understanding the Indian Consumers. Leveraging its 55 years of experience in India,

the company has customised its products to the Indian markets. It also offers products

at affordable price points so as to increase its market penetration.

4) Leveraging the India Advantages : Though, India contributes to less than 5 per

cent of the global revenues today, India is critical to the global strategy of the

company

5) Managerial Talent: Cadbury has begun recruiting management graduates in India

to serve its global operations.

6) Huge market potential: India offers huge market potential and is a priority market

for Cadbury. The company also leverages India as a manufacturing base for

producing products for the overseas market. Cadbury India has 4 company owned

factories and as many third party manufacturing contractors. It also has a wide Sales

& Distribution. Infrastructure consisting of 33 depots is managed by 4 regional sales

branches across India.

Future plans of Cadbury

Cadbury India is to invest more than Rs 1,000 crore in setting up a plant in

Andhra Pradesh which will the company's largest manufacturing plant in Asia

Pacific.

The project will be developed in four phases. The first phase is expected to be

completed by mid-2015 and final completion is scheduled by 2020, the

company said in a statement.

The multi-category food campus will be the largest chocolate manufacturing

plant in India and the largest Mondelez International manufacturing facility in

Asia Pacific.

Cadbury India also signed an agreement with Sri City to take on lease 134

acres of land for the proposed facility. The new facility is expected to create

close to 1,600 direct jobs by 2020.

Cadbury India expects strong growth in India in future. The company plans to

increase the franchise of its existing brands and continues to explore new product

opportunities including adjacent market opportunities.

Cadbury India is also looking for more opportunities in the SAARC region.

Company profile of Cadbury

Cadbury began its operation in 1948 by importing chocolates. Cadbury India is a

fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods and

Cadbury creates a global powerhouse in snacks, confectionery and quick meals.

With annual revenues of approximately $50 billion, the combined company is the

world's second largest food company, making delicious products for billions of

consumers in more than 160 countries. We employ approximately 140,000 people and

have operations in more than 70 countries.

Our core purpose "make today delicious" captures the spirit of what we are trying to

achieve as a business. We make delicious foods you can feel good about. Whether

watching your weight or preparing to celebrate, grabbing a quick bite or sitting down

to family night, we pour our hearts into creating foods that are wholesome and

delicious.

Vision: The Barrow Cadbury Trust’s vision is of a peaceful, equitable society, free

from discrimination and based on the principle of social justice for all.

Growth: Its growth priority is represented by the mantra-fewer, faster, bigger, better.

Efficiency: They maintain a focus on cost and efficiency by reducing central

functions and cost consolidating their business and reconfiguring their manufacturing

and distribution.

Capability: Their capability priority ensures they continue to invest in the right

organization and skills to win.

Mission:

“To provide with tempting and exquisite taste” as enticing treats means a mouth

watering treat which is simply irresistible. “Cadbury means quality” this is the

promise of Cadbury. Its reputation is too built upon quality.

Awards in India

Cadbury India wins the EMVIES 'Media Client of the Year' in September 2012

Cadbury India wins the "Client of the Year" title at the EFFIES 2012

Ranked 4th amongst India's 50 Most Admired companies by Fortune India

Best Suppliers awards (overall & processed foods category) at the Spencer's

Best Supplier Awards

10 Advertising Awards at Goa fest 2012

Oreo Togetherness Mela wins Gold at EEMAX Awards 2012

Bournvita Quiz Contest wins best kids program at India Telly Awards

Reader's Digest 'Most Trusted Brand 2009'

Asian Marketing Effectiveness Awards 08

Cadbury India ranked 7th Great Place to Work in India No. 1 FMCG Company

Great Place to Work 2007

Cadbury also won 4 gold and 2 silver awards for the following campaigns:

Gold:

CDM Shubharambh for Consumer products

CDM post dinner meetha for Consumer products

Cadbury Celebrations for Consumer products

CDM Shubharambh for Integrated campaign of the year across categories.

Silver:

Oreo for consumer products

Reader's Digest 'Most Trusted Brand 2009'

SWOT Analysis of Cadbury

SWOT Analysis is the method to evaluate the Strength, Weakness, Opportunity and

Threats involved in an organization. It includes identifying the internal and external

factors that are favourable or unfavourable to achieve the objectives of the

organization.

Strength:

1. Largest global confectionery supplier.

2. Market leaders in three sectors: Chocolates, Confectionery and food drinks

3. Cost of Production is low due to economic of scale which leads to higher profit and

better market penetration.

4. High financial strength.

5. Strong brand name and leader in innovations.

Weakness:

1. Poor technology in India as compared to other nations

2. Limited key products as it is depended only on chocolates and beverage market

compared to other competitors.

Opportunities:

1. Growing middle class and growing urban population.

2. Increasing gifts cultures.

3. Substitute to “Mithais” with higher calories/cholesterol.

4. Increasing concept in departmental stores– desire @ at cash counters.

5. Opportunity increases with increase in market shares by acquisition.

6. Transfer production to low cost countries where labour cost and raw material will

be cheap.

7. Introduction of new products with low fats.

Threats:

1. Due to highest brand equity and low cost, it is successful in India.

2. Globalization will bring in better brands for upper end of the market.

3. High fats and calories in the products of Cadbury may reduce the demand of the

consumers who are conscious of nutrition and healthier lifestyles.

4. Competitive pressure from other national and global suppliers

Segmentation, targeting, positioning of Cadbury dairy milk

Segmentation:-

The segmentation of the market for dairy m ilk is based on three things. The first one

being based geography. Geographically, dairy milk bars are segmented by consumer

preferences in the area and are sold more predominantly in a region which consumes

more snack/junk food. The other type of segmentation is catering to the impulse

purchasers. These types of consumers form a major chunk of the consumer base that

the product caters to. Dairy milks are often stocked in convenience stores and the

check-out aisles of supermarkets due to impulse purchasers who are buying the

chocolates for purchase and consumption now. The other segment is gift segment.

Targeting:-

Starting from 1905 the purchases of dairy milk have changed from child to all groups.

When Cadbury started its operation in India their main buyers were children and the

youth who bought chocolates for special occasion. This limited the market for

Cadbury dairy milk. This is a reason that Cadbury dairy milk. This is the reason that

Cadbury came out with the campaign of (‘kuch meetha ho jaye’) to make dairy milk

synonymous with sweet so that it could target all the age groups. In India it was a

mentality that chocolates are for children and the adults were more inclined towards

to the conventional sweets.

Positioning:-

Cadbury dairy milk excels at positioning. Not only can the chocolates bars have many

different positions based on which segment they are in, but also none of the positions

damper the effects other positions! Youth see with word Cadbury as a synonym for

chocolates, others see it as synonyms for sweet and love and bliss. In India it

positioned itself as spontaneous, special, carefree, real moments in the initial stag. But

later it tried to position itself as a brand that is synonymous with sweets. The most

recent campaign tries to take forward the initial positioning of Dairymik as an

alternative for traditional sweet.

Marketing strategy of Cadbury:

Product: Currently Cadbury operates in four categories i.e. chocolate confectionary,

milk food drinks, candy and gums category.

Chocolates: Cadbury dairy milk

Cadbury celebration

Bornville

Five star

Perk

Gems

Toblerone

Beverages: Bornvita

Tang

Biscuits: Oreo

Candy: Halls

Éclairs

Gums: Bubbaloo

Cadbury products

Price: Cadbury dairy milk has always adopted a competitive strategy for the basic

product whereas it has gone for premium prices on the other variants. Since Cadbury

is positioned towards a very large audience from ages 4- 50years, the pricing strategy

is extremely affordable and easily accessible to all categories. The price list is as

follows:-

Product Pack size Rate

Dairy milk 9.2 gram, 17 gram, 38

gram

Rs 5, Rs 10, Rs 22

Dairy milk shots 18.6 grams Rs10

Dairy milk crackles 42 grams Rs 35

Dairy milk Roast Almonds 42 grams Rs 35

Dairy milk Fruit and Nut 42 grams Rs 35

Dairy milk Silk 60 grams, 145 grams Rs 55, Rs 125

Five star (éclairs) 10 grams, 15 grams, 30

grams

Rs 2, Rs 5, Rs 10

Five star (crunchy) 30 grams Rs 12

Five star (fruit and nut) 45 grams Rs 23

Cadbury Five Star Jelly 10 grams, 15 grams, 30

grams

Rs 2, Rs 5, Rs 10

Perk 10 grams, 15 grams Rs 2, Rs 5

Oreo 120 grams Rs 27

bubbaloo - Rs 1

Éclairs - Rs 1

Place: It today has 5 company-owned manufacturing facilities at Thane, Induri

(Pune), Malanpur (Gwalior), Bangalore & Baddi (Himachal Pradesh) & 5 sales

offices in 5 metros. The corporate office is in Mumbai. It works as teams to convert

products into brands. Cadbury enjoys a value market share of over 70% - the highest

Cadbury brand share in the world.

Cadbury has over 70% of the total market share in India.

market share of cadbury

IndiaSrilankaAustraliaBrazilUSAUKRusia

Market share in global confectionery, in percentage terms (202-brands)

Companies All Confectionery Chocolate Gum Candy

Cadbury 9.9 7.5 25.7 7.2

Mars 9.0 14.8 - 3.0

Nestle 7.8 12.6 0.1 3.2

Wrigley 5.8 - 35.9 2.7

Hershey 5.5 8.2 1.1 2.7

Cadbury advertisements

Cadbury Dairy milk

Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared

values such as family togetherness, to the personal values of individual enjoyment. It

stands for goodness. A moment of pure magic!

Cadbury Dairy Milk (CDM) entered the Indian market in 1948, in the early days; the

brand had a huge fan following among kids. In order to build stronger appeal among

older age groups, the brand re-positioned itself through the classic ‘Real Taste of

Life’ campaign in 1994. The campaign positioned Cadbury Dairy Milk as the

chocolate that awakened the little child in every grown up and very soon, both

teenagers and adults, were hooked on to this bar of pure magic.

With the launch of the Rs. 5 pack in 1998, CDM became more affordable and hence

more accessible for the masses. The ensuing positioning of ‘Khaane Waalon ko

khaane ka Bahana Chhayie’ made consumption into a joyful, social occasion.

In 2004, the `Kuch Meetha Ho Jaaye’ campaign was launched, seeking to increase

CDM consumption by making it synonymous with traditional sweets (Mithai). With

Amitabh Bachchan as the face and voice of the brand, the campaign went on to

become a huge success. People could relate to the commercials that were aired to

promote Cadbury Dairy Milk. How many can forget the `Pappu Pass Ho Gaya’

commercial? The country cheered on as Pappu fell in love in the Pappu Love Test

commercial. Then came ‘Miss Palampur’ and the country celebrated the beauty

pageant with a difference. In 2009, we aired another commercial under the `Kuch

Meetha Ho Jaaye’ platform, called the `Pay Day’ commercial.

In the year 2010, the `Shubh Aarambh’ campaign was launched, drawing lines from

the traditional Indian custom of having something sweet before embarking on

something new. With `Shubh Aarambh’, Cadbury took the Dairy Milk journey a step

further into the hearts of its million lovers.

Cadbury dairy milk shots

An innovative format of sugar coated chocolate made to withstand the rural

temperature fluctuations. Positioned as ‘chocolate laddoo’ and priced at Rs. 2 for 2

pieces, the attempt was to introduce the product to consumers as the perfect value-for-

money accompaniment for their small celebratory occasions. Multiple campaigns

from the brand have established the name ‘Shots’ and ‘laddoo’ amongst kids, teens

and adults. These chocolate laddoos are the new affordable alternative to sweet with

a new tagline “Mann Me Laddu Futa”

Cadbury dairy milk silk

Most CDM lovers thought that nothing could taste better, but CDM Silk came as a

welcome surprise! It is creamier, smoother, and tastier. Its dome shaped cubes pack

more chocolate and hence provide a superior eat experience.

Launched in January 2010, with a tantalizing taste that tempts the taste buds, CDM

Silk delivered an exquisite chocolate eating experience in the Indian market.

The advertising highlights the joy of savouring CDM Silk and builds on its creamy

and smooth experience that instantly melts in your mouth. This brand promise was

beautifully captured by the tagline “Have You Felt Silk Lately?”

The campaign comprised of three commercials which showcased different

protagonists indulging and savouring Cadbury Dairy Milk Silk chocolate, with

innocence and unabashed joy, unmindful of their surroundings.

Various ads of CDM Silk:

Cadbury celebrations

Traditionally, there were Indian sweets (the mithai) and there were chocolates. Then

came Cadbury Celebrations … and the gap was bridged.

Cadbury Celebrations debuted on the Indian festival stage in 1997 - serving up a

tantalizing mix of chocolates in all shapes, sizes, flavours and packages at the many

traditional festivals of India, positioning chocolate as a fitting replacement for the

traditional mithai. From the year 2000, there was more focus on the festivals of

raksha bandhan and Diwali and, subsequently, on auspicious occasions such as

engagements (for the shagun, the auspicious exchange of sweets) … and, beyond, to

celebrating special relationships such as friendship (Aisi Mithaas Jo Dosti Banaye

Khaas).

In 2002, Cadbury further strengthened and nurtured the closeness of the brother –

sister relationship. With Gulzar’s heart-warming lyrics 'Rishtey Pakne Do, Aankhon

Se Chakne Do', the age-old custom of tying a Rakhi was followed by gifting a box of

Celebrations.

Cadbury celebrations advertisement

At the time of Raksha Bandhan

At the time of Diwali

Cadbury Five star

With over 40 years of being a favourite of the Indian consumer, 5 Star still continues

to be what it was back then – a novel concept in the chocolate world!

Launched in 1969, 5 Star soon became the star of every refrigerator and pocket;

people could not resist biting into one. What made 5 Star so irresistible was the

unique combination of chocolate, caramel, and nougat that set a new revolution in the

making of chocolates. Never before had people bitten into something so chocolaty

and deliciously chewy at the same time!

Walk into any local mart across the country and a golden bevy of chocolate beauties

will arrest your eye! One of the key properties that Cadbury 5 Star is associated with

is its classic Gold colour.

5 Star is - a golden classic with a savoury caramel filling covered with hard chocolate.

With 5 Star Fruit & Nut, which was launched in 2008 and 5 Star Crunchy, which was

launched in 2005, the fan following of 5 Star increased manifold. People could

choose between chewy caramel and crispy flakes covered with the good old chocolate

The current “Jo Khaaye Kho Jaaye” proposition of 5 Star has been enlivened by the

lovable duo of Ramesh – Suresh, who get lost in the involving taste of 5 Star. The

duo has gained huge popularity through successive media campaigns.

Five star advertisements

Cadbury gems

Cadbury is known to make chocolates with a difference and Gems is yet another

unique offering. What makes Gems different is the way the chocolate has been

designed; a little button of chocolate covered with colourful candy shell with

attractive packaging.

Quite predictably, Gems became a big hit given its unique taste and shape. Having

grown up with the brand, a lot of teens and adults consume Gems as well.

Tag lines: “Rangeen Panda ki Rangeen Pasand”, “No Umar for Favourite Colour”

Cadbury gems ads.

Oreo biscuits

Launched in India in March 2011 the delicious combination of dark chocolate biscuit

and vanilla cream was first introduced to the world in 1912. That original formula

was so perfect that it has hardly been modified since. Each year more than 7.5 billion

Oreo Biscuits are eaten, making it the world’s No. 1 biscuit. Paired with a glass of

milk, it is the perfect snack.

Children across the world teach their parents the fun way to eat Oreo – twisting the

biscuit open, licking the cream, and then dunking the biscuit in milk. It’s no wonder

then, that families the world over, come together over this tasty snack. Tagline:

“Twist, Lick, Dunk”.

Questionnaire

Survey analysis

Product:

1). Do you think Cadbury Dairy milk is a commodity consumed by children only?

consumption by children

yesno maybe

2). When you think of Cadbury, which chocolate comes to your mind?

75%

15% 8%2%

consumption choice

dairymilkfivestarperk bournvile

3). Do you think sugar free Cadbury chocolates should be introduced to attract health

conscious people?

99%

1% should suger free cadbury be introduced to health concious people?

yesmaybeno

4). How do you rate Cadbury as a product?

5%

40%55%

rate cadbury

excellentsatisfactorygoodpoor

Data analysis and interpretation

Cadbury is a product which is consumed by all age group of people.

75% out of those 30 respondents like to eat Cadbury dairy milk, whereas 15%

prefer to eat Five Star, 8% prefer Perk and 1% bornville.

99% of respondents think that Cadbury chocolates should introduce sugar free

chocolates to attract health conscious people.

55% of people rate Cadbury as good product whereas 40% rated satisfactory

and 5% rated it excellent.

Price

1). Do you think standard price of Cadbury is fair?

30%

70%

Is standard price fair?

yesno

2).What according to you is the reasonable price of chocolate?

85%

14%1%

range of reasonable price

5 to 1010 to 2525 to 30more than 50

3) Will u continue to buy Cadbury chocolates if its price will keep on rising?

45%

50%

5%

continuity in buying despite of rise in price

yesnomaybe

4).Are you satisfied with the price of Cadbury as compared to its quality?

100%

satisfaction of price with quality

yesno

Data analysis and interpretation:

30% of respondents feel that the standard price of Cadbury is not fair.

According to them the quantity of the chocolate should be more if the standard

price of the chocolate is Rs 10.

Nearly 85% of respondents feel that the reasonable price of a Cadbury should

be in between 5 to 10. Whereas 14% feels that the reasonable price could also

be between 10 to 25.While another 1% who is the chocolate lovers is happy

even if its price would be between 25 to 30.

50% of respondents will still continue to buy Cadbury no matter how much

would be the price. Whereas 45% refuses to buy it if its price will increase.

While 5 % are in doubt to make a purchase.

All the respondents of this survey were satisfied with the quality of Cadbury

chocolates as compared to its quality.

Place

1).Where do you normally purchase Cadbury bars?

70%

25%

5%

best place to purchase

grocery storesdepartmental storeswhole saleothers

2). Do you feel the need of Cadbury centres in India?

95%

5%need of cadbury centres in India

yesno

3). Is Cadbury available in your village?

50%

45%

5%

availabiity of cadbury in village

yesnomaybe


70% of the total respondents purchase Cadbury from grocery stores because

grocery stores are nearby there place. So it is convenient to purchase quickly.

Whereas 25% opt to buy from departmental stores because of discounts, offers

and special prices.

95% of respondents felt the need of Cadbury centres in India.

50% of the total respondents assured about the availability of Cadbury in their

village. Whereas 45% said that still Cadbury is not available in their village.

While 5% didn’t know about it.

Promotion

1).Which of the following promotions do you feel is most effective in getting you to

purchase a Cadbury chocolate bar?

95%

2% 3%

most effective promotion in getting you to buy it

buy one get one free20% extraspecial pricevouchers

2).Which Cadbury slogan/tagline comes to your mind first?

40%

30%

25%5%

best slogan

kuch meetha ho jayeshubh arambhaj pehli tarik haikhane valo ko khane ka bahana chahiye

3).What according to you is the best feature of any Cadbury advertisement?

30%

10%37%

3%

20%

best feature of any cadbury advertisement

emotional appealjinglesstorylinevisuals of chocolatecelebrity appearance

4).What Cadbury advertisements are most appealing?

90%

5%

5%

most appealing way of advertisement

televisionprintradiooutdoors


97% feels that ‘buy 1 get 1 free’ is the most effective promotions in getting

them to purchase a Cadbury chocolate. While 2% opt to choose ‘20% extra’.

Taglines of the Cadbury are liked by almost everyone. They all have their

favourite tagline. “Kuch meetha ho jaye” is a tagline liked by majority of

respondents i.e. 40%. Where 30% liked “shubh arambh”. 25% liked ‘aj pehli

tarik hai”& rest 5% liked “khane valo ko khane ka bahana chahiye”.

30% of the respondents like the emotional appeal used in the ads. Whereas

37% like the storyline. While 10% like the sound effects and the music while

the 3% Cadbury lovers like the visuals of the chocolate. Rest 20% like the

celebrity appearance in the ad.

90% respondents feel that the ad looks most appealing on television. Whereas

5% chose print and outdoor ads as they feel it is convenient for those people

who have a busy life and hardly watch television.

General questions:

1).What kind of chocolate do you like most?

40%

5%

55%

type of chocolate

darkmilkycrunchy

2).What filling do you prefer the most in a chocolate?

5%

87%

1% 7%

most prefered filling

carameldryfruitsmintplain chocolate

3). How often do you eat chocolate?

40%

30%

10%

20%

frequency of consumption

everyday

once a week

once a month

rarely/only on occasions

4).What is your favourite chocolate brand?

60%15%

15%10%

favorate chocolate brand

cadburynestletwix

5).Now a day’s ‘Cadbury celebration’ box is replacing the old & traditional sweets

box. So how do you feel about this replacement?

98%

2%

response

goodbad


55% liked crunchy chocolate while 40% like dark chocolate.

87% of respondents prefer dry fruits filling inside the Cadbury bars

40% eat chocolate daily, 30% like to have once in a week, 10% eat once in a

month while rest 20% eat rarely or only on occasions.

60% respondents were Cadbury fans. While rest liked Nestle, Twix, and

Toblerone. These turned out to be close competitors of Cadbury in my survey.

98 % felt good about the replacement of Cadbury celebration box instead of

that old & traditional sweets box.

Conclusion

Indian chocolate industry is a unique ix with extreme consumption patterns, attitude,

beliefs, income level, and spending. Understanding the consumer demands and

maintaining the quality is essential. Pricing is the key for Cadbury’s to make their

product reach to every consumer houses. Right pricing will make or break the product

success. There is also an immense scope for chocolate industry in India,

geographically as well as in the product offerings. So I think that bringing online sales

(through facebook) and increasing the institutional prosperity and increasing sales of

Cadbury’s as a whole again resulting in the goodwill of the company. Research and

Development of Cadbury also plays an important role in knowing customer insights,

trends and foresights.

Recommendations

Maintain dominance in chocolate segments

Medias such as internet (Facebook, Google+ etc) and the ratio enables large

amount of cheap advertisements. Internet is a good place to sell the goods even

confectionary ones. Provides new customers groups with access to Cadbury

and allows even larger sales due to larger overall consumer groups.

Many new players are trying to enter to Indian markets so it should formulate

new strategies so as not to lose market.

New channels such as gifting, child connectivity and value for money, offering

to be the key growth drives

Grow volume sales at least 20% p.a over the next years.

One new major product form international portfolio should be launched in

India every year.

FDI will bring many new products and competitors so Cadbury will have to

maintain their strong market distribution channels so as not to lose market

share.

They need to maintain high standards and should be careful that their products

remain sterile and is not affected by insect.

They should keep on launching new tastes and flavours in their product in

every consecutive period.

full project cadbury-1.docx

Documents

behaviour of individuals

consumer behaviour5

ultimate consumer

consumption process

components of cognition

consumption patterns

service offering

prepurchase activity