rm cadbury

8/12/2019 Rm Cadbury

1/29


2/29

2

1.INTRODUCTION

In this research I have survey the product performance and buying behavior of

famous brands of chocolates Cadbury, which are consumed by people of all

ages. During this research I have interacted with people of Ghaziabad. After

this research I came to know how people perceives these products on the

variables like price, quality, advertisement, satisfaction, taste, packaging, brand

loyalty etc. I also came to know which particular brand of chocolate is most

preferred by people of different age groups. In this research I have surveyed that

how frequently and how much chocolate they consume, whether they buy small,

big or family pack. Trend of ongoing changes in their likings has been shown in

the report. In this report I have tried to explain the entire research and facts

product wise.


3/29

3

2.CONSUMER PREFERENCE

All marketing starts with the consumer. So consumer is a very important person

to a marketer. Consumer decides what to purchase, for whom to purchase, whyto purchase, from where to purchase, and how much to purchase. In order to

become a successful marketer, he must know the liking or disliking of the

customers. He must also know the time and the quantity of goods and services,

a consumer may purchase, so that he may store the goods or provide the

services according to the likings of the consumers. Gone are the days when the

concept of market was let the buyers beware or when the market was mainlythe sellers market. Nowthe whole concept of consumers sovereignty prevails.

The manufacturers produce and the sellers sell whatever the consumer likes. In

this sense, consumer is the supreme in the market.

As consumers, we play a very vital role in the health of the economy local,

national or international. The decision we make concerning our consumption

behavior affect the demand for the basic raw materials, for the transportation,

for the banking, for the production; they effect the employment of workers and

deployment of resources and success of some industries and failures of others.

Thus marketer must understand this.

Preference (or "taste") is a concept, used in the social sciences, particularly

economics. It assumes a real or imagined "choice" between alternatives and thepossibility of rank ordering of these alternatives, based on happiness,

satisfaction, gratification, enjoyment, utility they provide. More generally, it can

be seen as a source of motivation. In cognitive sciences, individual preferences

enable choice of objectives/goals.


4/29


5/29

5

3.SCOPE OF THE STUDY

As learning is a human activity and is as natural, as breathing. Despite of the

fact that learning is all pervasive in our lives, psychologists do not agree on how

learning takes place. How individuals learn is a matter of interest to marketers.

They want to teach consumers in their roles as their roles as consumers. They

want consumers to learn about their products, product attributes, potential

consumers benefit, how to use, maintain or even dispose of the product and new

ways of behaving that will satisfy not only the consumers needs, but the

marketers objectives.

The scope of my study restricts itself to the analysis of consumer preferences,

perception and consumption of Cadbury and Nestle Chocolates. There are many

other brands of chocolates available but my study is limited to major players of

chocolates leaving behind the others.


6/29

6

4.OBJECTIVESOF THE STUDY

This project is based on the comparative study consumer behavior towards

Cadbury chocolates. Objectives of the study are:

The other objective is to know about the customer satisfaction levelassociated with the product and the customer preference level.

To increase customer satisfaction and recapture the market share byfulfilling the customer needs.

To study the factors affecting the consumption pattern.


7/29

7

5.LIMITATIONS OF THE STUDY

In attempt to make this project authentic and reliable, every possible aspect of

the topic was kept in mind. Never the less, despite of fact constraints were at

play during the formulation of this project. The main limitations are as follows:

Due to limitation of time only few people were selected for the study. Sothe sample of consumers was not enough to generalize the findings of the

study.

The main source of data for the study was primary data with the help ofself-administered questionnaires. Hence, the chances of unbiased

information are less.

People were hesitant to disclose the true facts.The chance of biased response cant be eliminated though all necessary

steps were taken to avoid the same.


8/29

8

6.Chocolate

The very word makes your mouth water.

Chocolate is more than just a food: its a state of mind.

Chocolate as we know it

The first mention of chocolate being eaten in solid form is when bakers in

England began adding cocoa powder to cakes in the mid 1600s. Then in 1828 a

Dutch chemist, Johannes van houten, invented a method of extracting the bitter

tasting fat or cocoa butter from the roasted ground beans, his aim was to make

the drink smoother and more palatable, however he unknowingly paved the way

for solid chocolate as we know it.

Chocolate as we know it today first appeared in 1847 when fry & sons of

Bristol, England mixed sugar with cocoa powder and cocoa butter (made bythe van houten process) to produce the first solid chocolate bar then in1875 a

Swiss manufacturer,

Daniel peters, found a way to combine (some would say improve, some would

say ruin) cocoa powder and cocoa butter with sugar and dried milk powder to

produce the first milk chocolate.


9/29

9

CONSUMPTION OF CHOCOLATES IN INDIA

Chocolate consumption in India is extremely low. Per capita consumption is

around 160 gms in the urban areas, compared to 8-10kg in the developed

countries. In rural areas, it is even lower. Chocolates in India are consumed as

indulgence and not as a snack food. A strong volume growth was witnessed in

the early 90s when Cadbury repositioned chocolates from children to adult

consumption. The biggest opportunity is likely to stem from increasing the

consumer base. Leading players like Cadbury have been attempting to do this

by value for money offerings, which are affordable to the masses.

Cadbury Dairy Milk

Cadbury Dairy Milkencapsulates an enormous breath of emotions, from sharedvalues such as family togetherness, to the personal values of individualenjoyment. It stands for goodness. A moment of pure magic!

Cadbury Dairy Milk(CDM) entered the Indian market in 1948, and since thenfor consumers across India, the word Cadbury has become synonymous withchocolate. CDMremains at the top of the Indian chocolate market not only

because of its most delicious, best tasting chocolate but also because of itsmemorable communication.


10/29

10

Our Advertising:

In the early days, the brand had a huge fan following among kids. In order tobuild stronger appeal among older age groups, the brand re-positioned itself

through the classic Real Taste of Lifecampaign in 1994. The campaignpositioned Cadbury Dairy Milkas the chocolate that awakened the little child inevery grown up and very soon, both teenagers and adults, were hooked on tothis bar of pure magic.

With the launch of the Rs. 5 pack in 1998, CDMbecame more affordable andhence more accessible for the masses. The ensuing positioning of Khaane

Waalon ko khaane ka Bahana Chhayiemade consumption into a joyful, socialoccasion.

In 2004, the Kuch Meetha Ho Jaayecampaign was launched, seeking toincrease CDMconsumption by making it synonymous with traditionalsweets (Mithai).With Amitabh Bachchan as the face and voice of the brand, thecampaign went on to become a huge success. People could relate to thecommercials that were aired to promote Cadbury Dairy Milk. How many canforget the Pappu Pass Ho Gayacommercial? The country cheered on asPappu fell in love in the Pappu Love Test commercial. Then came Miss

Palampurand the country celebrated the beauty pageant with a difference.The Kenya commercial that was aired in 2008 celebrated the spirit of cricketand that of true sportsmanship. In 2009, we aired another commercial under theKuch Meetha Ho Jaayeplatform, called the `Pay Daycommercial.

In the year 2010, the `Shubh Aarambhcampaign was launched, drawing linesfrom the traditional Indian custom of having something sweet before embarkingon something new. With `Shubh Aarambh, Cadbury took the Dairy Milk

journey a step further into the hearts of its million lovers.

With the current campaign Khaane Ke Baad Meethe Mein Kuch Meetha HoJaaye, our aim is to introduce the thought of having a CDMas a postdinner meetha(dessert).


11/29

11

Cadbury Dairy Milk Silk

Cadbury Dairy Milkhas captured the heart of Indian consumers for over sixdecades; but there was room for a more premium entrant in the category. Andenter CDM 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 eatexperience.

Launched in January 2010, with a tantalizing taste that tempts the tastebuds, CDM Silk delivered an exquisite chocolate eating experience in the Indian

market.Our Advertising:

The advertising highlights the joy of savoring CDM Silkand builds on itscreamy 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 differentprotagonists indulging and savoring Cadbury Dairy Milk Silkchocolate, withinnocence and unabashed joy, unmindful of their surroundings.


12/29

12

List of Cadbury products

London-basedCadbury Enterprises pte Limitedis the second

largestconfectionarycompany globally after Mars, Incorporated. Cadburyproducts are widely distributed and are sold in many countries, the mainmarkets being the United Kingdom, Australia, New Zealand and South Africa.

Cadbury IndiaBars

5 Star 5 Star Crunchy 5 Star Fruit & Nut Bournville Almond Bournville Hazelnut Bournville Raisin & Nut Bournville Rich Cocoa Dairy Milk Dairy Milk Crackle Dairy Milk Fruit & Nut Dairy Milk Roast Almond Dairy Milk Silk Dairy Milk Silk Fruit & Nut Dairy Milk Orange Peel Dairy Milk Roast Almond Dairy Milk Shots Dairy Milk Shots with Friends Perk Perk with Glucose EnergyBags and Boxes

Celebrations Celebrations Rich Dry Fruit Dairy Milk clairs Dairy Milk Shots
http://en.wikipedia.org/wiki/Cadburyhttp://en.wikipedia.org/wiki/Cadburyhttp://en.wikipedia.org/wiki/Cadburyhttp://en.wikipedia.org/wiki/Confectionaryhttp://en.wikipedia.org/wiki/Confectionaryhttp://en.wikipedia.org/wiki/Confectionaryhttp://en.wikipedia.org/wiki/Confectionaryhttp://en.wikipedia.org/wiki/Cadbury


13/29


14/29

14

7.RESEARCH METHODOLOGY

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 comprehensive analysis of consumption of Cadbury

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

aspects like consumption, consumers preference and customers satisfaction

regarding Cadbury chocolates. In collecting requisite data and information

regarding the topic selected, I went to the residents of Ghaziabad and collected

the data.

Survey design:

The study is a cross sectional study because the data were collected at a single

point of time. For the purpose of present study a related sample of population

was selected on the basis of convenience.

Sample Size and Design:

A sample of 100 people was taken on the basis of convenience. The actual

consumers were contacted on the basis of random sampling.

Research Period:

Research work is only carried for 1 week.

Research Instrument:

This work is carried out through self-administered questionnaires. The questions

included were open ended, dichotomous and offered multiple choices.


15/29

15

Data Collection:

The data, which is collected for the purpose of study, is divided into 2 bases:

Primary Source: The primary data comprises information survey ofComparative study of consumer behavior towards Cadbury chocolates.

The data has been collected directly from respondent with the help of

structured questionnaires.

Secondary Source:The secondary data was collected from internet.

Data Analysis:

The data is analyzed on the basis of suitable tables by using mathematical

techniques. The technique that I have used is bar technique.


16/29

16

8.Facts figures about the Cadbury

Global Market of Chocolates

Size of USD 110 billion Growth rate of 2.5 % Nestle is the global market leader followed by Mars Market getting stagnant in mature western markets Asia, eastern Europe and southern America have greatest growth

prospects

Indian Market

Size of Rs 8 billion in value and around 33,000 tons in volume Low per capita consumption of around 160 gm as compared to 8 kg in

UK

Very low penetration level Growth rate of 11.5%


17/29

17

Market Overview

Region-wise Distribution of Sales

Demand : Past & Future (in MT)

0102030

4050607080

2002

-03

2004

-05

2006

-07

2008

-200

9

2010

-201

1

2012

-201

3

2014

-201

5

Demand : Past &

Future

Region-wise Distribution of Sales

North35%

East

12%

West

33%

South

20% North

East

West

South


18/29

18

Age-wise Market Segmentation

Age-wise Market Segmentation

2-8 years

16%

8-25 years

55%

25-54 years

22%

Over 55 years

7%2-8 years

8-25 years25-54 years

over 55 years

Leading Player's Share (%)

Amul

8%Nestle

22%

Cadbury

70%

Cadbury's

Nestle

Amul


19/29

19

9.ANALYSIS OF THE STUDY

According to the above analysis it is concluded that I have surveyed 100 respondents out of which 14,

42, 33, 11 belongs to age group 0-10, 10-20, 20-30, above30 respectively.

According to the above analysis it is concluded that most of the female prefer like to eat chocolate

Age

Between 0-10

Between 10-20

Between 20-30

above 30

Gender

Male

Female

Do you like to eat chocolate?

yes

no


20/29

20

From the above analysis of the given sample of 100 respondents it is concluded that out of 100

people 95 people likes to eat chocolate while only 5 people dont prefer to eat chocolate.

According to the above analysis it is concluded that most of the people like to eat fruits and nuts ascompare to other segment of dairy milk chocolate.

According to the above analysis it is concluded that out of sample of 95 people who eat chocolate 72

are attracted to buy chocolate on discount and 23 were attracted by some other reasons.

Which of the following do you prefer?

Plain Chocolate

White nuts

With fruit (Raisins)

With fruit and nuts

With caramel

If there was a discount on Cadbury Dairy

Milk Silk, you think you would be more likely

to buy it?

yes

No


21/29

21

According to the above analysis it is concluded that mostly people purchase chocolates weekly.

According to the above analysis it is concluded that most of the people like to eat new cadbury dairymilk silk.

According to the above analysis it is concluded that most of the people likes to eat yummy hard

chocolate and chew form of a chocolate is least preferred.

Approximately, how many chocolate bars

would you purchase in one week?

Less than 5

5 or 10

More than 10

When you think of Cadbury, which chocolate

comes to your mind?

Diary milk

Five stars

Perk

Silk

Any other

Can you give your favorite chocolate one

adjective?

Yummy

Tasty

Crunchy

Chew


22/29

22

According to the above analysis it is concluded that most of the people like to eat Fruit & Nut ascompare to another.

According to the above analysis it is concluded that the chocolate is not only consumed by childrenonly its consumed by every age group of people.

The above analysis of given sample of 93 respondents who eat chocolates it is concluded that only 73

people likes to eat Cadbury chocolates and after Cadbury they would like to preferred Nestle or more.

Which variants you like most Cadbury Dairy

Milk Silk?

Milk Chocolate

Roast Almond

Fruit &Nut

Orange Peel

Do you think Cadbury Silk is a commodity

consumed by children only?

Yes

No

May be

According to you, which is the most

preferred chocolate after Cadbury?

Amul

Nestle

Campco


23/29

23

According to the above analysis it is concluded that most of the people now become health conscious

so Cadbury should introduced sugar free Cadbury chocolate to attract health conscious people.

REASONS FOR NOT SWITCHING OVER TO OTHER BRANDS

All the consumers why they continue to buy the old brand gave various

important reasons. The most important reasons given by the consumers were:

Taste/FlavorBrand ImageQualityPackaging

Do you think now people have become more

health conscious that the need for chocolate

has declined?

Yes

No

May be


24/29

24

10.FINDINGS

CONSUMER RESEARCH:Consumer research deals with consumer and their problems and solution to

the problems. In this I came to know about the consumers need and

expectation levels regarding products and ascertainable levels of consumer

satisfaction.

PRODUCT RESEARCH:Under product research I came to know about the modification which

consumers wants as to the quality, packing, shape, color, and quantity etc of

their favorite chocolate.

PRICING RESEARCH:This includes ability to consume, to pay for the product, how much a

person can spend on his/her favorite chocolate. In this I have tried to find out

consumers price expectations and reactions.

ADVERTISING RESEARCH:Under this I have concluded that whether the advertisement appeals the

consumers or not. This also includes evaluating and selecting the proper

media-mix and measuring advertising effectiveness.


25/29

25

CONCLUSION

A survey of the people has been conducted to know the liking

pattern of the products Cadbury. It is observed that overall people like to

eat Cadbury brand rather than Nestle or other. It is concluded that mostly

people preferred Dairy Milk Silk of Cadbury due to its flavor/taste,

quality and image and due to its hard form. Some people often like to

have a chocolate with good flavor, quality and crunchiness so they are

going towards Kit Kat and Munch of Nestle due to its taste and

crunchiness.It is thus concluded from the facts collected that mostly people

refer to buy big pack of their favorite chocolate, and sometimes some of

them go for small and family pack.


26/29

26

11. SUGGESTIONS AND RECOMMENDATIONS

Company should concentrate more on television for advertisement, asmostly people get attracted through television only.

For promotional offers, company should go for free gifts rather thangoing for other ways.

Cadbury should concentrate on the shape of a chocolate.People are unsatisfied with the price and quantity of chocolate so

companies should concentrate in this regard also.


27/29

27

12 .SURVEY ANALYSIS

Questionnaire

1.Name: - 2. Age: - 3. Gender:-

[ ] Male [ ] Female

4. Do you like to eat Cadbury chocolate?[ ] Yes [ ] No

5. Which of the following do you prefer?Plain Chocolate [ ]White nuts [ ]With fruit (Raisins) [ ]With fruit and nuts [ ]With caramel [ ]

6. If there was a discount on Cadbury Dairy Milk Silk, you think you wouldbe more likely to buy it?

[ ] Yes [ ] No

7. Approximately, how many chocolate bars would you purchase in oneweek?

Less than 5 [ ]5-10 [ ]More than 10 [ ]

8. When you think of Cadbury, which chocolate comes to your mind?Diary milk [ ]Five stars [ ]Perk [ ]Silk [ ]Any other ..

9. Do you think that chocolate is a luxury purchase or necessity?


28/29

28

..................

10.Can you give your favorite chocolate one adjective?Yummy [ ]

Tasty [ ]Crunchy [ ]Other .

11.Which variants you like most Cadbury Dairy Milk Silk?Milk Chocolate [ ]Roast Almond [ ]Fruit &Nut [ ]

Orange Peel [ ]

12.Do you think Cadbury Silk is a commodity consumed by children only?[ ] Yes [ ] No [ ] May be

13.According to you, which is the most preferred chocolate after Cadbury?[ ] Amul [ ] Nestle [ ] Campco

14.Do you think now people have become more health conscious that theneed for chocolate has declined?

[ ] Yes [ ] No [ ] May be

15.Do you think sugar free Cadbury chocolate should be more introduced toattract health conscious people?

[ ] Yes [ ] No [ ] May be

Thank you


29/29

13.BIBLIOGRAHY

http://www.cadburyindia.comhttp://www.google.com.inhttp://www.cadbury.co.nz/carnival/index.htmlhttp://www.packaging-technology.com//cadbury4.htmlhttp://www.chocolatereview.co.uk http://en.wikipedia.org/wiki/preference

rm cadbury

Documents