CHAPTER-2
INTRODUCTION
OBJECTIVE OF THE STUDY
SCOPE OF THE STUDY
METHODOLOGY
LIMITATION
CHAPTR-2
CADBURY INDIA LTD AT A GLANCE
HISTORY AND GROWTH
CADBURY MANAGEMENT
PRODUCT RANGES OF CADBURY INDIA
CHAPTER-3
CONCEPT AND CONTEXT OF MARKETING STRATEGY
FACTORS INFLUENCING MARKETING STRATRGY
CHAPTER-4
DATA ANALYZING AND INTERPRETATION
CHAPTER-5
SUMMARY OF FINDINGS
SUGGESTION
CONCLUSION
BIBLIOGRAPHY
ANNEXURE
ACKNOWLEDGEMENT
For preparing this report the researches offered their maximum effort
to find out old related data and to give suggestion which will not fulfill but
also the winning key for the company as they have looked the market from
very close angle and got the overall idea of the food product industry.
I further declare that the project work is original genuine to the best of my
knowledge and information. The honorable authority meet a necessary
discipline action against me, if find the report of misleading and false.
Sukadev Mitra
EXAM ROLL NO: - 05C52006
B.COM FINAL YEAR
SESSION -2007-08
GUIDE CERTIFICATE
Place-
Date- Signature of Internal Guide.
CHAPTER-I
INTRODUCTION
OBJECTIVE OF THE STUDY
SCOPE OF THE STUDY
METHODOLOGY
LIMITATION
INTRODUCTION
As the study quite clearly, it is concern with the marketing
strategy. The marketing strategy is market display in searching for
purchasing, wing, evaluation and disposing of products, service.
The study of marketing strategy is not deal with what the
consumer buy but why the consumers buy.
This market researches focuses on the consumers attitudes
while purchasing a Cadbury products with the promotional
strategy that has been used by the Cadbury companies while
selling their products in the market. Through an insides in to the
concept of attitude and the differential promotional concept will
help in the long run. An attitude is a learned the dispersion to
behave in a consistently favorable or unfavorable way with repeat
to a given object. Each property of this definition is critical for
understanding why and how attitude relevant in consumer
behavior and marketing.
OBJECTIVE OF THE STUDY
The topic of our present studies is “A study on the marketing
strategy on Cadbury India limited.” This topic clearly indicate that
towards marketing strategy of Cadbury with the main objective is
to identify the appropriate promotional tool for Cadbury products
in Balasore. Marketer in recent day try to explore the strategy of
the market towards their products, with out which their product
will fall in the failure group. Several article have shown the inability
of the Cadbury companies to fit their product with marketing
strategy resulting in drops out from the competition.
To cover this aspect following area has been brought under the
scope of the study.
Sampling:-
It means selection of sample form a given universe and sample
refers to the selection of few units if the universe quit of the data
can be collected quickly and cheaply in time with the adequate
accuracy from sample of the universe
Tools Used for analysis:-
The data gathered from different source one presented in order
to facilitate a comparative picture to study the core objectives of
the study. Responses are taken in to account while going in to
statistical details and an analytical analysis of data.
The tools that have been for analyzing data and interferer
drawn are mainly statistical tools like percentage, ranking method,
average graphs and likert scale.
Likert scale:- This methodology used to know the performance of
consumers, for this method the highest value is awarded to first
followed by the second rank and so on and it is awarded to be
lowest row. The average is then found out for each option and then
the conclusion is drawn.
LIMITATIONS
The ensuring research comes across with some limitation.
They are mainly as follows:-
The survey is purely a subjective analysis with limited experimental
validity.
The relatively smaller sample size may not provide the ideal
representation of industries.
The data collected may be fugacious and misguiding in nature.
Time constraint led to a smaller Sample size.
The out comes may not hold good if studied at other locations a part
from the specified location.
Less manpower leads to fewer responses from the customers.
Non cooperative attitude of industrial authorities has caused in
inhabitance to the study.
The questionnaire as given by the Company was lacking in various
data point that is on the basis of it brand loyalty etc can not be
detected properly.
CHAPTER-II
CADBURY INDIA LIMITED AT A GLANCE
HISTORY AND GROWTH
CADBURY MANAGEMENT
PRODUCT RANGES OF CADBURY INDIA
CADBURY INDIA LIMITED AT A GLANCE
1 - PRODUCT STRATEGY
4 - PROMOTION STRATEGY
Effective advertising is rarely hectoring or loudly explicit. It
often both attracts and generates arm feelings. More often than not,
a successful campaign has a stronger element of the unexpected a
quality that good advertising shares with much worthwhile
literature. To penetrate into the inner recesses of customer
memory, communication must first ensure exposure, grab his
attention evoke his comprehension, grab his acceptance and then
extract retention competing with thousands of other units of
communication trying to do the same. Finding showed that the
adults felt too conscious to be seen consuming a product actually
meant for children. The strategic response addresses the emotional
appeal of the band to the child within the adult. Naturally, that
produced just the value vacuum that Cadbury was looking to fill.
Thereafter it was the job of the advertising to communicate
customer the wonderful feeling that he could experience by re-
discoursing the careful, unselfish conscious, pleasure – seeking
child within him – and graft these feeling onto the Ad campaign like
“Khane Walon Ko Khane Ka Bahana Chahiye” for CMD and “Thodi
Si Pet Pooja – Kabhi Bhi Kahin Bhi” for Perk have been sure shot
winner with the audience.
CHAPTER-III
CONCEPT AND CONTEXT OF MARKETING STRATEGY
FACTORS INFLUANCING MARKETING STRATEGY
DISSIONANCE REDUCING MARKETING STRATEGY
CHAPTER-IV
DATA PRESENTATION
DATA ANALYSIS
DATA PRESENTATION AND ANALYSIS
% of
Quality of Cadbury No. of Respond
Product Respondent ent
Excellent 14 55%
Good 6 24%
Fair 3 12%
Poor 2 8%
From the above table, it is concluded that maximum consumer
56% remark the Cadbury product quality is excellent
Table -2
No. of % of
Price of Product Respondent Respondent
Cheaper 11 44%
Fair 10 40%
Reasonable 4 16%
When the respondent are asked about the price of the
product , the respondent are reacted that the Cadbury product
price is cheaper and fair (44% & 40%) .
Table-3
Availability of No. of % of
CadburyProduct Respondent Respondent
Very Good 9 36%
Good 7 28%
Fair 9 36%
Poor 0 0%
From the survey it is found that 64% of the respondent thinks that
they are well aware about the products. But 36% of the
respondent are still unaware about the Cadbury product
Again the research study reveals that maximum consumer are
informed about the Cadbury Chocolates through the market as
well as from the friend and news paper.
Again the research also reveals that the consumer have rated the
quality of Cadbury chocolates excellent and good.
It is also reveals from the study that the prices of the Cadbury
chocolates are cheaper and fair.
Again the research study also shows that the availability problems
of Cadbury Chocolates are negligible.
Behavior of the distributors of Cadbury Chocolates are good
enough in Balasore market.
It is also found from the research study that the assistance provide
by the company to the consumer is not up to mark as per as the
expectation of the customer is concerned.
SUGGETIONS
Maintain dominance in chocolate, confectionery and market
leadership in brown drinks.
New channels such as gifting, child connectivity and value for
money offering to be the key growth drives.
Grow volume of sales at least 20% p.a. over the next years.
Achieve the goal of best manufacturing location in Cadbury
Schweppes world for Dairy Milk and EÉ clairs.
One new major product launch every year.
As seen from the analysis few customer are unaware about
the Cadbury chocolates, the marketer should promote some
awareness generation to boost up sales.
Company should organized certain program with customer
and dealer which will direct get feedback of the customer
towards their brand that will make to them to prepare
certain strategy to develop the market.
The company should some promotional strategy like news
paper , advertisement and T.V advertisement to develop more
interest among the customer of Chocolates.
The company should give more attraction towards the price
at the retailer and consumer level
CONCLUSION
This company project has demonstrated “CADBURY’S
MARKETING AND COMPETITIVE STRATEGIES” that has proved to
be extensive through, and of great benefit to the company in
furthering its competitive advantage.
In this project it possible to see the success of Cadbury’s in its
indorse its strong potential to continue to do well.
BIBLIOGRAPHY
Books:-
Magazines:-
Internet:-
• Web site: www.cadburyindia.com
• Web site: www.Cadbury.uk.com
News Paper:-
• Business World
• Business Today
ANNEXURE
QUESTIONNAIRE
1. Do you eat chocolates ?
No Yes
2. Which brand of chocolates do you use ?
Cadbury’s
Nestle
Amul
Others
3. Where do you buy chocolates from ?
Super stores
Retail Stores
Restaurants
Movie Halls
Others
4. Are you aware of any campaign of the above brands ?
No Yes
5. Which cadbury’s product do you usually prefer or use ?
5 Star Dairy Milk
Perk
6. Do you think Cadbury’s chocolate is easily available in market ?
No Yes
7. How is the Cadbury products quality?
8.How do you like price ?