1

CONTENTS
1. INTRODUCTION TO THE STUDY 01
Introduction of Cadbury
History and development of Cadbury
Introduction of Nestle
Objective of study
2. PRODUCT PROFILE 08
Cadbury product
Market segmentation
3. METHODLOGY 11
4. DATA ANALYSIES AND INTERPRETION 12
5. CONCLUSION 22

APPENDIX 23
QUESTIONNAIRE
BIBLOGRAPHY





2






3

INTRODUCTION

The Cadburys Inc has taken the opportunity to offer us a broader view of
chocolate category. The Cadburys, Indias no.1 Chocolate, is able to share their
market insights based upon unparalleled breath of chocolate experience.
Cadbury has grown from strength to strength with new technologies being
introduced to make the Cadbury confectionary business, one of the most efficient
in the world. The merger in 1969 with Schweppes and the subsequent
development of the business have led to Cadbury Schweppes taking the lead in
both, the confectionary and soft drink market and becoming a major force in
the international market. Cadbury Schweppes today manufactures product in
60 countries and trades in staggering 120. The Cadbury story is a fascinating story
of a family business that grew in one of the biggest, most loved chocolate brand
in the world.
This project is a sincere effort to study the buying behavior of
consumers when they buy chocolates. A descriptive research procedure had been
applied to come to the conclusions of the project.
A detailed questionnaire had been prepared and the responses of the
samples had been collected for the analysis. The project later concluded with
analysis of the responses keeping the limitations under consideration.








4

The legend called Cadbury

1824 A business was opened in 1824 by a young Quaker, John Cadbury, in Bull street
Birmingham which was to be the foundation of Cadbury Limited, now one of the
worlds largest producer of chocolate.
1831 By this year the business had changed from a grocery shop and John Cadbury had
become a manufacturer of drinking chocolate and cocoa. This was the start of Cadbury
manufacturing business as it is known today. A larger factory in Bridge Street Birmingham
was rented in 1847, John Cadbury was joined by his brother Birmingham and the business
became Cadbury Brother of Birmingham.
1861 John Cadbury resigned his business and handed over to his sons, Richard, 25 and
George, 21 who after 5 difficult years almost shut down the business to take up other
vocation. Fortunately for generation of chocolate lovers, they didnt.
1866 Saw a turning point for the company with the introduction of a process for pressing
the cocoa butter from the coca beans. This not only enabled Cadbury Brothers to produce
pure coca essence, but the plentiful supply of coca butter remaining was also used to make
new kind of eating chocolate. The essence was advertised as Absolutely pure, therefore
best.
1879 Business prospered from this time and Cadbury Brother outgrew the Bridge
Street factory, moving in 1879 to a Greenfield site some miles from the center of
Birmingham which came to call Bourneville. The opening of the Cadbury factory in
a garden also heralded a new era in industrial relations and employee welfare with joint
consultation being just one of the introduced by the pioneering Cadbury Brothers.
1899 In this year the business private limited company Cadbury Brothers Limited.
Progress since the start of the century through the inter war years onwards has been
rapid. Chocolate has moved being a luxury item to well within the financial reach of
everyone.
1905 Cadbury has many famous brands with one of major success story being Cadburys
Dairy Milk chocolate launched in 1905, today Britains favorite moduled chocolate bar.
Cadbury today is the market leader in the U.K chocolate confectionary market, employing
the most advanced processing technology and management information and control
techniques. The company is the confectionary division of Cadbury Schweppes plc which is
major force in the confectionary and soft drinks international market. World - wide
Cadbury is one of the pre eminent names in confectionary with impressive
range of famous brands.

5

Cadburys Dairy Milk Story
Chocolate has been enjoyed by successive generation since the
manufacturing process was developed in the Victorian Times. Good chocolatiers is
an art form depending on recipe traditions, which have grown over the years.
Chocolatiers have use their skills to make balanced recipe in which all the
ingredients combine to produced chocolate with all the characteristics that
enable full delicious taste to be enjoyed by the consumers.
By todays standards the first chocolate for eating would have been considered
quite unpalatable. It was the introduction of the Van Houten cocoa press
from Holland that was the major breakthrough in the chocolate production as it
provided extra cocoa butter needed to make a smooth glossy chocolate.

Cadburys Milk Tray 1915
Milk Tray has maintained its popularity in the changing world since the milk
chocolate assortment made with the famous Cadburys Dairy Milk chocolate was
first introduced in 1915. The name tray derived from the way in which the
original assortment was delivered to the shops. Originally Milk Tray was packed in
five and as half pound boxes, arranged on trays from which it was sold loose o
customers. The half pound deep lidded box with the traditional purple
background and gold script was introduced in 1916, followed by one pound
box in 1924.With its stylish, without frills presentation Milk Tray was the
assortment for everyday, not just special occasion and it represented the best buy
in the chocolate for millions of people. The pack design has been regularly
updated and the assortment itself has changed in line with consumers taste and
preferences.
By the end mid thirties the Cadburys Milk Tray assortment outsold all its
competitions and today it is still one of the most popular boxes of chocolates in
this country.



6

The secret of Cadburys success
What is the secret of Cadburys continuing success first theres the careful
selection of the finest coca beans from west Africa, as well as tasty hazel nuts
from Turkey and the fine sheet and choicest natural ingredient available to us
anywhere. Finally theres skillful marketing Cadbury always takes extreme care in
selecting and marketing the right range of product in every cause.
The right product, the right partners, the right marketing, the
promotional back up and the right employees. These are the ingredients in
Cadburys latest recipes for success.
Right from the stand Cadbury Dairy Milk Chocolate success has been based on 3
factors:-
Quality
Value for money
Advertising











7

OBJECTIVE OF THE PROJECT
Following are the some of the main objective of our report:

Analyze the buying behavior of consumers regarding chocolate.
Comparative study of Cadbury chocolate in the market with its
main competitors.
To study about the customer taste and preference in
the confectionary item.
To find out the market share of the different competitors in the
Chocolate industry.
And also to find out the satisfaction level of customer
about their product.
To find advertisement effect consumer buying behavior.
To find which promotion scheme affect more.

This report gives the help to the marketers for analyzing the different
opportunities in the chocolate industry.








8

Cadbury Product
1. Dairy Milk
2. 5 Star
3.Perk

4. Celebration

5. Temptation



9

Cadburys Market Segment
Market place for any product is comprised of many different segments of
consumers, each with different needs and wants. Markets segmentation
can be defined in a number of ways such as:
Demographic variables (e.g. Consumers are groups, gender, material
states income etc)
The lifestyle of consumers (i.e. their interests and activities) the benefits
which consumers look for in a product or on the occasions when the
product might be consumed.
Cadbury takes into account all these factors when producing a range of
products. It targets different segments within the market, such as the.
Break segment products which are normally consume as a snatched
break and often with tea and coffee, for example Cadburys Perk and
snack range.
Impulse segment these products are often purchase on impulse,
eating these and then. They include product such as Cadburys Dairy Milk.
Take home segment this describes product that are normally purchased
in supermarkets, taken home consumed at a later stage.

To meet the objectives of our project, we segmented the market on the
basis of age and focused on age group 5 o 35 yrs.
The Real Taste of Life Campaign
The very first ad in the campaign in 94 was block Buster. It depicted
the essence of one and a half glass of milk pouring in to a boy Dairy Milk unique
glass and half in to a chunk icon shows the glass and a half of full cream milk
flowing in to the chunk of dairy milk conveying the deliciousness and taste
appeal of the gooey, creamy, smooth chocolate inside the pack that
children like. The mnemonic of 1 glass reached to consumer through
every magazines, poster, T.V, newspaper.

10

The second ad was montage of vignettes from everyday lives of young and old
which focused on showing a series of emotions. The ad created a being out
the child in the man created to bring out the child in the. The old man kicking the
football, the pregnant women craving chocolate, young girls breaking into a spirit,
the young man tossing a bar chocolate at his sweet heart departing into a bus.
The common refrain linking them was the adult in a free child mode spottiness,
impulsive and carefree.
The ad was protested among adults trough focus groups. The ad received
an overwhelming response. It was high on likeability, evoked a great degree of
empathy and identification consumers response were those me Feel like
that.. Every feels like this..accessions. Consumers described dairy
milk as of all agesEat, when ever you feel like ityou do not have to
wait for an occasion.
Dairy Milk had successfully enabled the free child in the consumer subsequent
adverting used the same communication strategy.In other words, the commercial
was meant to make him smile at first-and only then realize the import once of the
message, which is where the comprehension had to be tested. What was clear in
this case was that likeability would have to include identification and
feeling warmth.
The New Campaign
And finally, with the launch of the new colloquial advertising campaign
Khaannein Wallon Khaannein Ka Bahana Chahiya featuring MTV VJ Cyrus
Broacha, Cadbury India aimed to substantially increase penetration level of
the chocolate category in the next few years.
The New campaign is worth noting as it clearly differ from the earlier one in terms
of rectifying the consumer perception about chocolate being an up market
impulse driven product. The attempt now is to change the image, to make
chocolate eating a regular habit.The current estimated penetration level of the
chocolate category is 19% in the urban market. The objective behind tne
new communication on Cadbury Dairy Milk is to make the chocolate
category more socially and culturally relevant and drive penetration in the
process.


11

METHODOLOGY
As the prime objective of the project is to know buying behavior of consumers
regarding Cadbury with the existing competitors in the market and the impact on
Cadbury. The methodology adopted is basically based on primary data. Secondary
data has been used to support primary data wherever needed. Primary data was
collected using the Questionnaire technique.
Procedure of methodology
Target geographic area was Ratlam City.
For this geographical area we asked closed ended questions.
Finally the collected data and information was analyzed and
compiled to arrive at the conclusion.
Sources of secondary data
Used to obtain information on, Cadbury and its competitor history, current issues,
policies, procedures etc, wherever required.
Internet Magazines Newspaper
Sampling Method :
Sampling involved selecting units from a population of interest. In the
present course work, convenience sampling was used and an aggregate
sample size was 60.
Sampling procedure- We have taken simple random sampling.
Data analysis-
The data collected through survey was analyzed with help of simple
percentages. Tabular and graphic methods, which included pie charts
and bar graphs, were used to analyze data.

12

DATA ANALYSIS AND FINDINGS
Data was tabulated manually and was also analyzed manually. Excel was used to
make graphs had pie charts.

FINDINGS AND SURVEY
1. Which brand of Chocolate do you prefer?
Cadbury % Nestle %
Below 16 yr 14 31% 6 40%
16.1-25 yr 18 40% 2 13%
Above 25 yr 13 29% 7 47%
Total 45 15







75%
25%
Prefer brand
cadbury nestle
0
5
10
15
20
Below 16
yr
16.1-25yr Above 25
yr
Brand preffer by
different age group
cadbury
nestle

13

2. Which sub-brand you have purchased?
Cadbury Below16 16.1-25 Above25 Nestle >16 16.1-25 <25
Diary Milk 9 10 8 Kit Kat 2 1 6
5 Star 1 7 3 Munch 3 0 1
Perk 4 1 2 Milky Bar 1 1 0
Celebration 0 0 0 Bar-One 0 0 0
Temptation 0 o 0 Milk Chocolate o 0 0
Total 14 18 13 Total 6 2 7






0
2
4
6
8
10
12
Diary Milk 5 Star Perk Celebration Temptation
Below16
16.1-25
Above25
0
1
2
3
4
5
6
7
Kit Kat Munch Milky Bar Bar-One Milk Chocolate
>16
16.1-25
<25

14

3. Rank the sub-brand of chocolate according to your preference?
Cadbury >16 16.1-25 <25 Nestle >16 16.1-25 <25
Diary Milk 59 65 52 Kit Kat 26 7 33
5 Star 45 56 38 Munch 24 5 22
Perk 51 50 43 Milky Bar 18 6 19
Celebration 32 48 33 Bar-One 14 2 14
Temptation 18 50 28 Milk
Chocolate
8 6 13







0
10
20
30
40
50
60
70
Diary Milk 5 Star Perk Celebration Temptation
>16
16.1-25
<25
0
5
10
15
20
25
30
35
Kit Kat Munch Milky Bar Bar-One Milk
Chocolate
>16
16.1-25
<25

15

4. How much importance do you give to the following factors when you purchase
a chocolate?
(Below 16)
Factors Very
Important
Important Normal Least
Important
None

Flavor/taste 13 6 1 0 0
Price 5 10 5 0 0
Quality 8 9 3 0 0
Packaging 5 12 4 1 0
Brand 6 9 2 3 0
Quantity 2 11 6 1 0



(Between 16.1 to 25)
Factors Very
Important
Important Normal Least
Important
None

Flavor/taste 17 1 2 0 0
Price 2 8 5 5 0
Quality 9 4 3 2 2
Packaging 4 7 7 2 0
Brand 7 12 1 0 0
Quantity 8 7 3 2 0

0
2
4
6
8
10
12
14
Flavor/taste Price Quality Packaging Brand
Very Important
Important
Normal
Least Important
None

16




(Above 25)
Factors Very
Important
Important Normal Least
Important
None

Flavor/taste 13 5 1 1 0
Price 3 14 3 0 0
Quality 7 12 1 0 0
Packaging 4 7 5 4 0
Brand 1 9 7 1 2
Quantity 4 8 6 1 1







0
5
10
15
20
Flavor/taste Price Quality Packaging Brand
Very Important
Important
Normal
Least Important
None
0
5
10
15
Flavor/taste Price Quality Packaging Brand
Very Important
Important
Normal
Least Important
None

17


5. At the time of purchasing chocolate, do you recall advertisement?
YES 34
NO 26




6. Please tick the following sources of information in term of effect, when you
purchase a chocolate? (Below 16)

YES
57%
NO
43%
Number of customer recall
advertisement

Factors
More
Effect
Effect Somewhat
effect
Not
Effect
Attractive Display inside store 7 11 2 0
Advertisement 6 10 4 0
Suggestion from friends and relatives 5 8 7 0
Brand Ambassadors 5 6 1 8
Ingredients 4 7 8 1

18



(Between 16.1 to 25)


0
2
4
6
8
10
12
Attractive
Display inside
store
Advertisement Suggestion
from friends
and relatives
Brand
Ambassadors
More Effect
Effect
Somewhat
Not
0
5
10
15
Attractive
Display inside
store
Advertisement Suggestion
from friends
and relatives
Brand
Ambassadors
More Effect
Effect
Somewhat
Not

Factors
More
Effect
Effect Somewhat
effect
Not
Effect
Attractive Display inside store 5 10 1 4
Advertisement 5 12 2 1
Suggestion from friends and relatives 3 7 7 3
Brand Ambassadors 0 6 7 7
Ingredients 10 4 4 2

19

(Above 25)







0
2
4
6
8
10
12
14
Attractive
Display inside
store
Advertisement Suggestion
from friends
and relatives
Brand
Ambassadors
More Effect
Effect
Somewhat
Not

Factors
More
Effect
Effect Somewhat
effect
Not
Effect
Attractive Display inside store 10 6 4 0
Advertisement 4 11 3 2
Suggestion from friends and relatives 2 13 4 1
Brand Ambassadors 2 5 6 7
Ingredients 7 11 1 1

20

7. Which form of chocolate do you like?
Hard 15
Nutties 19
Crunchy 25
Chew 1



Below 16 Between 16.1 to 25 Above 25
Hard 7 5 3
Nutties 4 7 8
Crunchy 9 7 9
Chew 0 1 0



Hard
25%
Nutties
32%
Crunchy
41%
Chew
2%
Forms Of Prefered
Chocolate
0
2
4
6
8
10
Hard Nutties Crunchy Chew
Below 16
Between 16.1 to 25
Above 25

21

8. What pack do you purchase?
Below 16 Between 16.1 to 25 Above 25
Small 11 12 5
Big 9 8 12
Family Pack 0 0 3




9. Which promotional offers attract most?
Below 16 Between 16.1 to 25 Above 25
Free gifts 14 4 8
Price offer 6 15 12
Any other 0 1 0



0
5
10
15
Small Big Family Pack
Below 16
Between 16.1 to 25
Above 25
0
2
4
6
8
10
12
14
16
Free gifts Price offer Any other
Below 16
Between 16.1 to 25
Above 25

22

CONCLUSION

Cadbury is the most preferred brand than other brands in India and Dairy
Milk is the most preferred product from Cadbury.
Flavor and packaging are most important factors that affect the buying
behavior of customer. 57% of customer recalls advertisement before buying the
product. So by our research it is concluded that advertisement affects the buying
behavior.
41% people like crunchy and 32% people like nutties chocolate. And most
of the people like small packs. Free gift are more attracting for children and price
offer schemes attracts middle group more.














23

QUESTIONNAIRE

NAME-

GENDER- MALE FEMALE

AGE- Below 16 16.1 - 25
Above 25

Que1. Do you eat chocolate?
Yes No

Que2. Which brand of chocolate do you prefer?
Cadbury Nestle

Que3. Which sub-brand you have purchased?

Cadbury Nestle

Dairy Milk Kit Kat

5Star Munch

Perk Milky Bar

Celebrations Bar-One

Temptation Milk Chocolate



24


Que4. Rank the sub-brands of chocolates according to your preference?
(5 for most and 1 for least preferred).

Cadbury Nestle

Dairy Milk Kit Kat

5Star Munch

Perk Milky Bar

Celebrations Bar-One

Temptation Milk Chocolate

Que5. How much importance do you give to the following factors when you purchase a chocolate?
(Tick in the desired column)

Factors Very
Important
Important Normal Least
Important
None

Flavor/taste
Price
Quality
Packaging
Brand
Quantity


25

Que6. At a time of purchasing chocolate, do you recall advertisement?

Yes NO

Que7. Please tick the following sources of information in term of effect, when you purchase a
chocolate?

Factors More Effect Effect Somewhat
effect
Not
Effect
Attractive Display inside store
Advertisement
Suggestion from friends and relatives
Brand Ambassadors
Ingredients


Que8. Which form of a chocolate do you like?
Hard Nutties Crunchy Chew


Que9. What pack do you purchase?
Small Big Family Pack

BIBLOGRAPHY
1. www.cadburyindia.com
2. www.nestle.in
3. Marketing Management - Philip kotler